Skool Games Event Recording Q1 2026 ft. Alex Hormozi Skool CEO

Hello. So, first of all, congrats everyone on winning the school games. Everyone's way closer, right? >> Yeah. >> It feels way more intimate. Um, so just real quick how today's going to go. Um, me and Hosi are going to talk and >> value. >> Yeah, we're going to provide big value. Um, and we're actually gonna try something a little bit different today. We're gonna really mostly just do Q&A because I was trying to come up with some talking points. I was like, what should I talk to about? And I was like, I don't know. So,

we're going to instead like talk to you guys with Horosi basically. Um, which I think will be good. It'll it'll really make sure that what we're talking about is relevant, I think. Yeah. Um, so we're going to do That for about like 2 hours and then we're going to have some lunch. We've got some chefs here. Um, we'll have lunch together. We'll get some professional photos with you guys holding the award. Um, then we're just going to hang out. We're going to go over to School HQ. We've got a bus that's coming to pick us

all up. You'll get to check out School HQ and then we're going out for dinner. Um, and then a bus will take you back to the Hotel if you want. So basically the whole day is just there's a lot of room to hang out and get to know each other. That's the whole idea really instead of just listening to a lot of keynotes. Um because there's a lot you can learn from each other, right? Yeah. So a little update uh the only piece of content that I have is basically you know the main things if

any of you are wondering like what's school focusing on right now. Um the Main thing really is distribution like we want to help you guys get more members. We want to start really focusing on discovery. Like you've probably seen some of these updates on school news. So like the search results, what we suggest on the homepage and finding ways to drive a lot of traffic there and get a lot of members for people because I mean it's a good question for you guys, but what would you prefer like more features or More me members? >>

Yeah, good. >> The jury has spoken. Actually, quick question for you just um for all you guys who have obviously you're all in school. Who here has gotten a member from school now that the tracking has been on? Can I get hands? >> Sweet. Right. >> Do you like that tracking thing? >> Cool. >> It was like six months of your life. >> It was so so hard to build. Um and right now we're rebuilding the whole thing. So like it's very hard to do. Yeah. Um, yeah, that's going to get more accurate and then

discovery is getting way better. Um, honestly, it's kind of shocking to me that discovery even works cuz we haven't really put any attention there at all. Like, we've really just neglected it. Um, and then we didn't know if it was Working or not because we didn't have the tracking, right? So, then we put the tracking in, like showing you where your members come from. And then we're like, whoa. this is doing a lot and we're like how? So then it took us even more months to figure out ex because you know you can know it's

coming from school network but you got to break that down and then we're like you kidding is search like search is the majority of it and then Search was the worst part of it. So I was like this is crazy. >> Yeah if you say promosian I'm not on the list. >> Menopause comes up number one. >> I think the men part and then It's I know why it does that. It's actually kind of funny. >> You probably >> No, no, no. It's like we use a vector database like some AI for that. And the

word hormosi is close to hormone. >> Yeah, >> that's AI for you. So like that's why you can see some strange things in there at the moment. But yeah, the new search we've got, if you're talking to me at some point today, I can probably give you a demo of it. We've already got it internally, it's like night and day. >> I show up number one there. >> Yeah. No hormone stuff there. Yeah. Um, it's really, really good now. And before it was quite bad. Um, And also the trending thing. We've got the trending algorithm

to show the homepage. So, it's different all the time. It's really interesting to see cuz you see a group come up and it's trending and then you look and it's like they're doing a launch or they just dropped a video or like it it really shows you like what's going on >> the pulse of the internet. Yeah. >> Yeah. And also you can see there's just always a lot of AI stuff which makes Sense because everyone's talking about AI. So like whatever's trending in the market tends to be trending there too. It's like AI what

what's the other thing that's trending? Peptides >> peptides and looks maxing. >> It tells you of a lot about the world like what? Yeah, it's it's really interesting. Um and then schoolers was trending one day like number one and I was like why dropped a video you know so like it's really interesting to see and It's dynamic like it moves around so it's it's quite cool. We can show you it today when we go to school HQ2. curious to get your guys um feedback on it. But yeah, the main focus really is just going to

be trying to get you guys more members. Um yeah, so that's all I have. Um so now we should do some >> No. Well, I've got I've got some stuff if you guys are interested. Um in the Spirit of getting you guys more members, um I figured I would talk a little bit about what we're doing at ACQ from a traffic perspective. Um, so that'd be helpful slashv valuable. Okay. So, there's a couple things that I think have at least shifted in the way that I'm seeing media and it's just kind of like the continued

proliferation of introspace media versus social media. Um, and I wanted to make a few comments in terms of like what we've changed and What I think I would suggest you changing or at least considering changing. Um, with content, which is has anyone seen that I started something called a highlights channel on YouTube? >> Yeah. So that channel is run by one guy and a bunch of AI workflows and we post about 20 times a day there and they're all like I call them mids. So they're call it more than a short and less than a

long. So we call them mids. So it could be four minutes, it could be eight Minutes, you know, it's just like it's kind of in that range. Sometimes it's longer, but it's they're typically videos that are very valuable to a very small percentage of people. And so it's like if you happen to be a plumber, this video will be really valuable for you. Um, but if you have a school community, you're struggling to get leads, me talking about like local PPC is probably not going to be as relevant. Now, if I'm talking to a, you

know, music school Community owner, if you're an AI school community owner, then a lot of that stuff is probably pretty relevant. Um, and so it's kind of degrees of separation um, based on the size of people that that video would be relevant for is more correlated with the view count than the quote quality of the video. Now, if we obviously if you [ __ ] video, nothing matters. But if you've seen the highlight channel, you've seen that it Has like >> 800 view videos, thousand view videos, you know, there's some 20s, some's hundreds, whatever. But

we're posting 20 plus times a day. And this is the point that I want to make. That channel has more attributed revenue to ACQ than my main channel. >> What the [ __ ] is right? And so the reason >> certain >> No, I mean I'm as certain as the Attribution that we can have. >> That is 100% true. >> It is. Um, we're also posting 140 videos a week there >> compared to two on my main >> search. How like is them what's is it mostly because you know how you can see is the

>> suggested or search? Yeah. Is it >> I'll look I don't know >> because if it's search that would start to make more sense because there's a Level of intent you have when you're searching which is kind of what I've been learning recently with discovery. >> Yeah. >> Like it doesn't get a ton of views but that intent is so >> laser focused. Yeah. >> Yeah. Well, from the So, you you talked about the school video that I posted. Um, the conversion rate on the trial page from the video was insane. I'll put it that

way. It was Probably somewhere in the neighborhood of about 70% conversion. Yes. Wild to to a purchase page, right? Um, and so again, it's just the indication of like the quality and the intent of the traffic matters a ton. Um, and if you think about your own buying behavior, have you seen, I'm sure you've, many of you guys have seen micro accounts, the kinds, you know, 5,000, 10,000, 20,000. Many of you guys may have some of those types of accounts. If You're making valuable content for a specific niche, just like do not beat yourself up

about not getting that many views. That was like, if I could have one Vegas headlights of what I'm even more doubling down on is giving zero [ __ ] about views. Now, if you are a media business and you sell number of impressions, then you have to care about views. But the vast majority of people conflate or they look at media influencers, entertainers, and Say, "Oh, I'm going to use this strategy to grow my business, whatever your business is, whether you're a local plumber or your school community, doesn't matter." Um, and that's not I don't

think that's the right strategy. Um, and so it really should be more than ever value per second and then with an extra slice of avatar. And so Andromeda, some of you guys might have known that that came out as an update for Meta. And what Andromeda did was amazing and Terrible at the same time. So it was amazing for consumers, it was amazing for advertisers, but it was a double-edged sword. And so what Andromeda basically did was how can we make the news feed as valuable as possible, which is always what Meta is going to

try and optimize for, right? And so you'll notice that more and more ads are niche specific in general, right? And so it's like it's subsegmented down. So if You have a plumber who's, you know, wearing his plumber stuff, doing plumber things, and you're talking about plumbing stuff, it's going to get shown to plumbers. Right now, the upside is because the targeting gotten so much better, your cost per result is going down. But, and this is the massive butt, when you have significantly more specialized targeting, the pool or the pond of people that are actually that

niche is way smaller than when you're Running general ads. And so when you have a generaliz back in called back in the day, right, you could run an ad that was a quote national campaign and based on kind of the blended CPM of all the different people, you'd get that plumber every so often because it would hit some some part of that puddle that was the really high intent puddle. Right now, Meta knows exactly where the puddle is and knows exactly what your ad's about and then just just drains the puddle and Then all of

a sudden your cost just skyrockets again. And so the end result of this is that you have to make a shitload more creative because otherwise you burn through the audiences faster. And so I see this as kind of a dual-sided effect on both the ad side and also the creative side which is like you have to completely do away with the idea of like I'm fatiguing my audience. Your audience isn't even your follower number is just literally irrelevant. Like it is taking the content AI figures out what the content is about and then it serves

it to the people that it believes it will have the most relevance for. Period. And so just do not worry about one video getting a thousand views and then another video getting 10,000 if your average is 100,000. So I'll give you a second kind of data point that we looked at. So over the last quarter, so just literally this one uh Q1, we looked at my my YouTube channel, my main Channel, not my highlight channel on the main channel, my top six most viewed videos if we ranked uh revenue generated from the video. Now again,

is it perfect? No. Do I think it's directional? Yes. Um, of the top six, what percentage of them by views do you think was the highest or rather which of the six do you think was the highest revenue generating video of the six? I'll give you it's a rhetorical question. It was none of them. When I Ranked my videos by highest revenue producing, none of the top six videos were the videos that actually produced the most revenue. Right? The number one video that I had was actually my favorite video that I made for the whole

uh the whole quarter which it's I think it's called like the 511 rule. They made some thumbnail about it but it's basically about the fractal nature of customers which is that if you map a hundred people to represent the United States or really any country from a poverty level perspective I use the US as the as the example and you put a 100 circles on a piece of paper and then you take a hundred dollars to represent all of the wealth scattered across those 100 people. If you draw a line at the 50 yard line

and you've got 50 people on this side, they've got about $2 or $3 and over the next 40 you've got like $30ish dollar 20ome dollars and then the next 10% has like $36. And then the top 1% has $32. And so when you're trying to figure out like, man, why can't I make my thing make more money? It's like, well, of all these dots on this map, where are you trying to go? And so anyways, that's the nature of that video, which I loved. And you're like, "Okay, what does this have to do with anything?"

Well, that video generated more revenue than any video I've made. But you would imagine that that might be a higher level concept um For people to consume, but the higher level people are my primary customers. And so I make this to say, I mean, I I just want to hit this like headon for everyone is that you need to completely divorce your ego. And I know it's really hard. You have to not think, "Oh man, I'm changing my content strategy. We're we're sucking. You know, our our content is sucking. Our views are down." Our views

are down. should mean nothing to you. And also, conversely, our views are Up should also mean nothing to you. If you are making more content and it's serving a specific avatar, then it will get shown to them. And if it's good, they will buy. And so I would just say like if has anyone bought anything from an influencer here? Yeah. Okay. Now, of the influencers that you bought from, was it people? Did anyone buy education stuff? Because obviously this is school. Okay. Did you buy because um they had a lot of Followers or did you

buy because something that they told you was really useful and you were like, "Oh, that's really good." Right? And so this is where the big golden star that I'm trying to think of when I'm making content is saves. Saves is my northstar. If people are saving it, then they're like, I want to like I want to hold this. I want to make some of this mine, right? I want to I want to put this in my back pocket. Now, whether they Actually use it later, I don't really care. It's more that they're they're signaling that

this is valuable enough that I want to I want to do something with it. And so I would encourage you from like when you're getting into your content content making mode, think to yourself like what would I make that someone would want to save? And I think that will probably generate fewer views and more sales. Now if I'm in your shoes, the next kind of follow-up Question that I'd be thinking of is like, okay well then how does this merge with like top of funnel, middle of funnel, bottom of funnel type stuff? So the way

that I think about it is can I have a wide and compelling hook that then delivers value to a specific type of customer. And so by doing that combination, it's my belief and this is completely me shooting from the hip. So like I'm just telling you what I'm doing. Um it's my belief that it would Get me the most of that pond. Now sometimes some ponds are lakes and some lakes are oceans. And so it depends on who you're going for. Um, and of course there's going to be some people who found me on a

Modern Wisdom podcast, which was just about, you know, grinding through things and whatnot, and then they end up, you know, finding out that I actually do more business stuff than I do mindset stuff. Um, and that happens. But I think if we're talking like 8020 Uh, in terms of your content, I put 80% of it on just like talk to the customer that you have, not the algorithm, and just try to maximize your value per second and make stuff that they actually want to save. And if long as you keep focusing on that, the 20%

go wild with it. Go go go make your attempt at a viral video, whatever. Uh because that's just kind of like call it broad exposure awareness, if you will. Um someone might recognize your face because they saw you In a viral video and then the next time see your niche video, then they're more likely to engage. I believe all that that's that all sounds reasonable to me. But by and large, like the reason that we're doubling down on this stuff and also because of AI, um our ability to edit content has got has gone up

dramatically. And so that one channel that's doing 20 videos a day is run by one guy. Now I'm gonna I'm got a lot of stuff That didn't work on media stuff. So hopefully this is relevant for many of you. I would also encourage you because if if the if the Vegas flashing lights is that your views and likes don't matter for how much money you make. That's like point number one. Point number two, um, is that you have to make way more content and ads on either side. Who's who's running ads to their stuff? Can

I get hands real quick? Okay, so about half of You. You obviously you've probably already seen this. You need to make way more ads than you did before. And you have to be way more segmented in your audiences in terms of your callouts and your messaging than you did before. So if you have instead of making one ad for plumbers, make 10 ads with slightly different slices of plumbing. like you want to get as niche as you possibly can because your cost per result is going to go down which is a good thing but you're

Gonna have to burn through more of it but that's the nature of the game now. So point three is how do we facilitate the creation of lots of content? And so I would call it there's the kind of the tech tech way, which I don't think is is truly working for anyone unless they're an AI, right? Like I don't see plumbers making AI videos not saying that they're AI videos. I only see people in AI making AI videos where it makes sense because it's relevant to AI. I don't Think the videos are good enough for

like mass consumption. It's like, oh, it's close. I can see this is AI. Once it's not, then I think we'll have a different conversation. So, that's the AI take, which for the AI bros, that'll apply to you. But for everybody else, I still think that we're going to need you're you're going to need to build a way to create content as you do business rather than specifically for your business. Now, for sure, we want to have Your content recording day. That all makes sense. But the question that will create significantly more content is what are

all the things that you currently do on a weekly basis or monthly basis or quarterly basis even like this that you can get paid to make content with deliberately capture. And so I call this a self-licking ice cream cone. But like how can we build a customer journey where their onboarding call and their first you know their First group intake whatever uh their first win their first milestone our first event all of these elements of the customer journey we can deliberately capture and then feed directly into our content and some of you guys have the

ability to sell what I would consider to be unscalable services many people who are in your communities they fundamentally are buying fractionalized access to you in a lot of ways and so there's huge Huge opportunities for selling not fractionalized but direct access to you at a higher price point but not because you're like oh this is this is my way of making money. Sure you'll make money from it but the real game is going to be that you're going to be able to get a day's worth of the highest value content that you can make

which is you demonstrating expertise. The highest value thing you can do show that you're good. Just show it instead of talking About it. And that's where you can create these significantly high volume clips in terms of uh mid shorts and longs that I think will do more for that kind of middle and bottom of funnel than anything else you could possibly do. So right now if you're thinking about your own customer journey, think about each touch point you have the customer. Point A. Point B, what touch points don't exist that I could make exist that

that are not super huge lift for me. And I Would say point C is what things could I charge more money for to get direct access with my audience, which will which will check a bunch of boxes. So it's like number one, you'll make money. Great. Number two, you'll learn [ __ ] Like we, you know, and hopefully I'm not show, you know, opening the kimono here, but we learn more from you guys today than than you'll ever ever probably learn from us. Um, and this is what makes school better is that we want to

Always keep a pulse on what's happening, on what you guys need, so we can make more good [ __ ] Um, and so you'll have that same response to your own customers. You're like, I don't know what what thing do I want. It's like, I don't know, asking them is usually a pretty good start, right? And they'll tell you, right? And so you'll learn more, you'll make more money, you can make content from it. Um, and it'll keep you sharp. And I say that not just like Like you will always learn new things when you

expose yourself to your most active customers in your community because they're engaging more deeply in your stuff. And they all have lives and they all have more hours in aggregate than you do. And so they will run more experiments than you possibly can. And so you can just take the best of those things and that becomes the content recycling. And so I think Kirby said this uh right before I got on he was Like I think some people would like to know what you're doing for ACQ in terms of our community that we're running. So

Advantage is our million dollar plus community for business owners and the content uh cadence that we have for training there is a very simple super simple. We look at the posts that did the best over the last week and then I look at the handful and I say I would like to talk about this thing and then I talk about that thing. It's brilliant. Um and so that's that's where the weekly trading came because it's like I can spend all this time, you know, I wonder what I wonder what people really want to talk. It's

just like I'll just look whatever people want to talk about is what they're already talking about and then I can make that relevant for more people and probably break down in a couple ways that some people would find valuable. Um, and so for some of you guys who are like, man, I don't I anyone Here struggle to make content and figure out what your content pieces are? Yes. Okay. So, I'll give you I'll give you two hacks. So, number one is that one, which is what do I make for my content for my community? One.

But of the other hundred posts that were there, can you pick five that you think are still interesting that you can make content about publicly? Like, you have your all like the value of the community is what you're basically crowdsourcing media. And I don't know if everyone's thinking about it like that, but you should. You have the people who like your stuff the most talking about something. And so we should talk more about the thing they want most and go deeper on it inside. And then externally is talking about what's possible with all these different

use cases and scenarios that they're telling you is interesting. And I think where they're interested and where you're interested is really the Cross-section where you make content. If they're talking about a bunch of stuff and you don't hate about it, you know, you hate it, don't talk about it. But if you're like, "Oh, I actually have a take on this," then that's where the content comes from. And I think that that has made um my life I have almost no stress about like what am I going to make there's always stuff there's always stuff to

talk about world goes on and that has been super helpful for me and Those things also obviously double down into ads like what's relevant contextually right now for my avatar all the stuff they're talking about and so we don't have to guess like the nice thing is that community gives you one thing that basically any other business that doesn't have a community lacks which is we have real-time feedback for media which is unreal from an advantage perspective so that's big picture what we're doing we have a highlight channel That's purposely super deep, very minimally edited,

that we take the self-licking ice cream cone pieces, things that we're already doing in business, clipping it and putting it out so that we can get paid to make content, uh, which is a great way to be. So, that is my two cents on what we're doing right now. >> Thank you. >> You're welcome. >> So, what do you guys want to know About anything? I'm Do you guys have questions or things you want to know about? Yeah. I wanted to know if YouTube's still the the platform that brings you the most revenue >> for

us. >> Yeah. >> Yeah. It's YouTube and Instagram still number one and number two. >> Actually, that's a a good point. Um we were talking earlier and you're big on Tik Tok, right? So, I want to give a Couple things. Um Tik Tok specific and then also general of what we're seeing that works well. Um number one is that I have yet to see you included anyone who does who makes money on Tik Tok not selling widgets. Widgets for sure. they're murdering it on Tik Tok shop and all that stuff, but selling services or selling

any kind of call it digital or community anything those types of products. Um they typically are not able to monetize directly but indirectly and So the people are doing best are like they're going live and then they can put links. One one that's the number one the guys who go live the most are the ones who make the most money. I'll just say it right now. The guys who go live the most and the longest make the most money. Number two, they're uh trying to their their kind of biocta is often to converse with them

on a separate platform for whatever reason. No idea. People don't really chat as much on Tik Tok, but they do DM on Instagram, they DM on Telegram, they DM on what's Jesus. Uh I said WhatsApp and whatnot. I just blended, but um on WhatsApp. And so if you have Tik Tok and you're like, I've really had a lot of trouble monetizing it, try and do the monetization on a different platform of conversion. And I would every single person that I've seen that's doing really well there, not selling widgets, that's what they're doing. So lives and

try and convert off When you're not on on the live, you can push your link wherever you want, right? But not on live in terms of link in bio or like comment, whatever. Push all that to a separate platform to do the conversions on. Just what just like observation of what I've seen after talking to a lot of people right now any other puntas or dian where's my Chinese man Diane right that means answer in Chinese >> so in one of your recent videos I Watched it said you don't actually put any CTA in the

video instead you run a different ad and then when people already see they're already familiar with your face and then they're more likely to click through the ad. But for someone like me, I don't actually run an ad. I just do organic reach. >> And uh what would be your suggestion for someone like me, how to apply or how to incorporate the CTA more naturally into a video? So I do Instagram short form And YouTube long form. >> Just do a um so there's two ways that we've that we've done it that have worked. So

one is you don't have to do any of it and you just have the ad and it's clearly an ad, but it's organic. like you take your organic piece, download it, upload it as an ad, and then it's clearly an ad product, but the creative itself is organic. That's the easiest thing. That's basically nothing. Number two is you put a like kind of Lower third banner that has the CTA. The first time we ran this, we got tons of clicks on it. Um, and so we actually got too many and the intent wasn't high enough

and so we delayed the banner. So it's like the first three seconds and then the banner appeared. Uh, that way people weren't just clicking for no reason. Um, so that's number two. And then number three is you can still staple on the CTA at the end. I mean it still works. Like you have your organic Piece and you're like, "Hey, if you like that, you're going to love this. Um is a pretty simple CTA that you can do." Um I would say that with organics, we have found that they work better for lead genen than

for kind of direct to purchase. That's just what we've seen. That's N equals one. Um, but that's like if you have some widget because typically if you're running an organic that's working as an ad um it's going to outperform an ad from a reach Perspective but not ne necessarily from a purchase perspective but you can get huge amount of list building that happens and then that's kind of like consider it more top of funnel if that makes sense. >> I wanted to ask you about the ACQ membership. how you're selling it and what can we

learn about it for selling our memberships in our school communities. >> Um So two things. Number one, the number one um source of customers that we have is school. So school does a lot of that promoting for us. So yay. And that's >> we have a lot of sources, but it's very high up there. Referrals is also um pretty high up there in terms of call it the affiliate feature, people referring people to the community. Um we have we're running a very small amount of ads mostly just to get water through the funnel. Um But

the vast majority is is those two those are the two primary sources referrals and school and um with the ads we have and I don't like I don't know if I don't open this can of worms. Um, we have an AI sales rep that's doing all the sales. Yeah. Sorry. >> Can you tell us more about that? >> Yeah. Sorry. >> Um, yes. Um, basically I don't think voice is there yet still. I mean, unless You're just doing like mass cold calling, it doesn't really matter. Um, if you're calling leads, I I don't like I

mean, we've been working on a voice thing for two years. It's still not there yet. So, we've been working on it for a while. Um, there's a there's a number of I won't even get into it. There's a lot of technical things. Even if the text there, there's pickup rates, there's SIP trunking, there's a whole bunch of stuff in terms of like if you Really start rig really really scaling dialing. Um, and so what we have done is we do everything via text. And so on text, it works like the tonality stuff if you interrupt

all that stuff that's kind of an issue with voice um is just not really an issue on text. And it's pretty darn good. >> I actually went through it. It took me like 10 messages to figure out it was AI. >> Yeah. Well, it So, fun fact, we say it's AI in the first message and no one notices. So, yeah. >> Also, from a compliance perspective, we we let everyone >> Yeah. How did it take you to >> part of it was the speed? >> Yeah. >> But didn't it tell you humans norally take for

a while? >> So, I mean AI is two letters and it's people, you know, send a block of text. >> I remember reading AI. >> Yeah. Well, we because we're obviously super compliant advertisers and so we always let everyone know upfront, you know, what everything is, but we're not like, "Hey, just make sure in all caps all multiple times." It's like, "We let you know, but we're going to keep going." >> I was amazed at the quality of the responses because I'd be like, "Well, I already bought the 6K package." And then it would have

the answer to that where Most AIS would be like, "Uh, I don't know." >> Yeah. >> Well, that was interesting. >> Yeah. We um we trained it on 14,000 sales calls. >> So, >> makes sense. it kind of knows what to say. And I mean, what's really cool, the biggest thing that's cool is that we we we can see because I have a live feed of Sales that come in. Um, we can see time delay between opt-in and purchase. And it's very cool when you see like 45day later sales come in, 30-day later sales come

in because I know because it happens at these clear times because that's when follow-up happens. Except like your individual salesperson is unlikely to do that follow-up. Um, but the AI just doesn't forget. And so it does obviously drip down in terms of percentages, but you just see them at Each of the spikes where someone follows up. And if you review the messages, sometimes people say, "Hey, you know, I'm busy right now. Three months from now would be ideal." And like, sure, three months later, it's like, "Hey, just circling back. By the way, there's this person

who's just like you. Let me send you this very specific testimonial to your use case." And so we have hundreds of testimonials that we tagged so that it can identify what type of Business it is. And then it would send which is exactly what a closer would do who's really you know more advanced and a good closer would find you know relevant case studies uh to send to the person and that's the best long-term nurture anyways which is like hey I know you didn't sign up no sweat this person is just like you and signed

up the day that you didn't sign up and look at what their life is now right um and so it's just showing proof >> so it's like a personalized dynamic email follow-up sequence you know how you it's very static in an email sequence you got to like >> but This one's adapting. It's changing its sequence. >> Mhm. >> And its content. >> Yeah. >> Which is quite interesting. Yeah. >> So, it it converts um the same percentage as uh the sales team does. >> Nice. >> Yeah. So, it's pretty cool. >> Yeah. >> Wait, how

do you get into this funnel thing? >> You just opt. It's just a It's a lead form >> and you won't put in a phone number or something. >> Yeah. You just Yeah. >> And it's text. >> Mhm. >> Like the the green ones or the blue ones? It's blue ones. >> Yeah, we went fancy >> cuz everyone hates the green ones. >> Everyone hates the green ones. >> Unless you're a green one, in which case everyone loves the green ones. >> No one loves the green ones. >> Who's got Who's who who's got an

Android? No one's going to put their hand. >> They're like it's it's way more cost Effective. But yeah, so that's I don't >> you know Daniel Bis, he's not only got an Android, he's got the flip phone. The look at this >> big screen thing. >> Oh, >> it's the worst phone a man can have. >> It school was broken on it. I was like, "Fuck off. I'm never fixing it." >> Yeah. >> So, we have like a $300 a month Community and it's very heavy, like call heavy. So we do a lot of calls

>> and I wanted to ask like we want to grow from here and is the best like how can I think through if we should just keep hiring teachers to like take more calls in this like higher ticket or if we should do like a downell where like there's no calls and basically make like an automated funnel to that. I'm just thinking through what the best answer would be. >> Well, let me ask this question. Why do you need to do either of those to grow? >> Because right now we can't sell more because we

do like 50 calls a week and we're like three teachers. >> So you're supply constraint. So like in order like Okay. So you're just saying should I just keep hiring teachers option A or option B make a cheaper version >> that has no Yeah, >> it's a good question. Um I mean Fundamentally it's two different businesses. So, one is a service business. The other is a called media digital products info business. Um, I'll say that it'll likely come down to LTB to CAC. Um, obviously there's a consideration for like scalability. So, if you were like,

I think we have a 100 times the size and I'm never going to get, you know, catch up. Like there's we could for sure have manual onboarding for school. It just probably wouldn't Make like could we probably have higher LTV if we did that? Yes. But the operational complexity of scale would get in the way and so we don't do that. Um so we trade some LTB and have to keep improving the product so that we can enhance it through product rather than services. It's just difficult to do that with information only because once it's

consumed it confers little value. So that's the trade. So you're like so what should I do there? I don't really think There is a correct answer. If you basically I would say okay I think I take that back depending on the size of the market you're going after. If you have a very small market, you want to maximally monetize it and you're willing to take on the operational drag. If you have a gigantic market that you're going after, then the operational drag would get in the way of the growth. There nailed it. >> Yeah, we

have a small market. So that makes sense. >> Yeah. >> Cool. I had a question. So was really interesting hearing your story about like using the school community for your content. What does your content sort of ideation strat look like for YouTube? Do you look at outliers in niche, out of Lich? And also like where do you lean on your intuition to make kind of bets that kind of feel right but don't have data? >> I think Sam's going to love this. I there was a moment maybe like a year ago where I was spending

we would look at like outliers and you know try and be like okay this video concept is interesting or here's here's 10 videos. is my team would be like, "Here's 10 videos that I think we could make." And then of those, I'd be like, "All right, I'm going to make this one, right? And I think I have something unique to say about this." Um, which I would say as Light optimization. I now am doing like zero. I just don't give a [ __ ] Um, I I message my YouTube manager when I have something that

feels interesting. Um, and then I say, "Let's make a user video on this." And then I just like figure out the packaging. I don't and then he does it afterwards and tries to figure it out. That's basically it, which is not necessarily what I recommend. But I'll say for me, I don't like the rinse and repeat six ways to Whatever. Um, which I mean you you're in a niche that has a lot of people, a lot of creators and every single creator I think even more in your niche of AI will have zero original thought.

Um, and so I think you can stand out in a lot of ways in an art. Like the most ironic thing would be that the best AI creator uses human intelligence in order to make the best AI content. >> Yeah. >> Because the rest of everyone else is Saying, "Go look at the top 10, rank order them, go take the points, take the best points from all 10, put them in." It's just like this this circle. I'll just leave it there. Um I I just like I'll tell you a video that came up the other

the other day. I was um I saw a dog [ __ ] on a yard and I thought to myself that would suck if that happened every day. And so then I was like okay well what would I do? And so then I googled Like what can you do if your neighbor shits dog shits in the yard? And it's like well you can ask nicely. It was like yeah but if the neighbor tells you to [ __ ] off then what do you do? And so there's this big escalation of like you can't throw the

the poop onto their side. It's considered a bad it's like considered uh like throwing the poop. Like the dog can poop on your yard, but you cannot take the poop and throw it on their yard because now you're the poop Thrower, right? Because that's a human versus a dog. You can't hurt the dog. You can't do that. And if you go to the the person, uh you can't threaten them physically obviously. And so then the legal chain is like you eventually get to civil court and then you have to sue for the damages. But what

the damage to the grass like $100? It's not you. So you go through this whole process and so then there's the process of going through an HOA if you're in a community. I was like this is a nightmare. Like how do you if you have a neighbor you're like where is he going with this? So when you're in that situation, what do you do? 50 bucks. Put an uh a motion sensored sprinkler in your yard. Right? That's what you do. And then the dog stops [ __ ] in your yard. And so the point there

is that there's like logical solutions and then there are psychological solutions. And so I was Like I will make a video about how a lot of business problems do not require logic. >> Just make a video about that. >> Yes, I will. >> That's exactly what No, but like >> that would be the funniest. >> I am making I'm making it next week. But like it just happened yesterday. I texted my YouTube manager. I was like I want to make a video about this. But just about psychological solutions. And The same thing happened with elevators.

If you if people would complain about soul elevators, put mirrors in the elevators. Don't try to make them the elevators faster. The logical solution is often wrong. And so in not often wrong, most of the times in our businesses, we will have exhausted all the obvious ones, like the obvious logical thing to do. And if you still have this problem that's bothering you, it usually means there's a different Approach or a different frame to think of. And that's where it's like kind of like the psychological out of the box. Of course, there's a way to

get the dog to not. Uh >> what about a fence? >> Fence works too. >> Yeah, >> there different and then you have to get a proof of the HOA and blah blah blah blah. Um but yeah, so it's like $50 in an Afternoon, you get it fixed and never has to be a problem again. >> Is it Have you tested it yet to see if it works? >> No, I live in a high-rise. But >> where'd you see this dog then? >> I mean, >> huh? >> Eyes walk, you know, around >> from your

high-rise. >> I was like, if that was bothering you. >> No. Um >> I need to know so much more information. >> See, it's a great video. Um, but yeah, all that to say, so how am I how am I really thinking about my content now? I really am just thinking like, huh, what's the stuff that that catches my attention and then relating that back to business? >> Yeah, because it's my observation that in some niches, they'll become kind of like shallow reflections of like one channel. They find out what works and it Just kind

of goes down. So, do you think that you just have like an intuition based on what you think your like dream avatar actually wants and you just follow what you think is the best? >> I make what I like. Yeah, >> that is honestly that has been more of a northstar for me than trying to guess what other people want. Like that fractal video I will say did not get the views and I was like this video is going to crush because I loved it so much but It generated the most revenue for the quarter.

>> It watched the the top podcasters say that too. >> Like I think Lex Freeman said he deliberately installed an extension so he can never see the view count. Oh, that's cool >> because a super interesting guest like on a very specific topic might not have millions of views. >> Yeah. >> But people love it more in a way. >> Mhm. >> So he was like if I am trying to like regulate my show on these views like it would >> it would it would drive you crazy. Yeah. >> If everyone's using like I would

say a great strategy a great meta strategy that you've probably heard of but haven't applied from a media perspective is to zigg when everyone zags. If everyone's channel looks the same Because everyone's using the same tools and the same process, you probably should not look like another also ran. >> Like if like how do you stand out? Like the idea of I'm going to take a viral video and then hack it to stand out because it was a viral video will often create more also ran looking videos. Now again, use common sense when I'm talking

about this. I'm not saying like do [ __ ] that no one wants. That's probably not going to be good for for your for your Content. But I think there people live on the extremes here. And I think most of of success lives in the middle of trying to balance these two things. Like should be always merciful or always just. It's like you got to be both. But they're extremes. How can they both be true? And I think content's a lot that way, which is like you got to make [ __ ] you like. You

got to make [ __ ] [ __ ] got to make [ __ ] they like. And it's just living in that in that middle ground. And I think you swing a little bit from time to time. And I think being okay with the fact that I'm just managing two extremes and I'm going to miss sometimes. >> That's cool. Thank you. >> Thank you. Well, first of all, thank you for giving us the platform to monetize our skills and benefit others. Meanwhile, >> it's all Sam. Sam does the the real work. >> So, thanks Sam.

And um what I want to ask is every thing that we do now is organic. We don't run any ads. Mhm. >> If we run ads, will our traffic get better? >> Your traffic get better? >> Yeah. >> What do you >> subscribers? >> Oh, I mean, you'll get more subscribers if you run traffic. Sure. >> With the same quality of organic Followers? >> No, probably not. >> So, the best thing is to stay organic as much as you can. >> No, not necessarily. >> Or to do both? I think that you to reach the

most people, you will let as many people as possible know about it, which means you should promote in all ways you possibly can within the big context of your operational capacity. So even some people are going to take like, oh my God, I'm going to go on 17 channels and do all it's like, well, you still got to be good, >> right? And so you still want to maximize for quality. Um, especially like again in the world of AI, like how do you stand out? Be good. >> Thank you. also have real world proof matters

a lot. >> So I read somewhere online that the average retention rate I mean the Average retention period on school is about 3 to five months. I've only personally be on school for two months. So I don't really have that uh statistic for my own community. But my question is uh what I realize especially in my niche people join the community particularly for a sense of belonging and also an identity. What I do is I host a lot of offline groups also I because I'm in Taiwan. It's small in Taiwan but I have followers in

uh Singapore, Hong Kong and They all have a bunch of commun uh offline events. But what about gamification within the school community? I noticed that when people have more engagements, they send more, you know, of their personal whatever development improvement p uh stuff in the community, they tend to stay for longer. Now, is it possible that school can apply some sort of a gamification within our communities like given badges and stuff like that? I think that could Also benefit the um average retention rate. We you you know we've got the leaderboards, right? >> Yes. But

I mean leaderboards is one thing, but also these specific badges like I used to have a YouTube community where we can give out different badges to people. And I think just by having something like that next to their name, it would really encourage them. Which is also one of the reason why I'm here. I Also wanted to have the bad >> these badges though. >> I'm sorry. >> How do they get these badges? >> Well, they give these badges. You mean in school? I mean, you mean >> if we were to do it, like how

would how would they get them? >> Well, particular, for example, maybe whoever have the most referrals, that could be one thing that they can do. And then also whoever engages the most kind Of like how we got our badges in the schoolers community. >> Oh, the MR ones. >> Yes. >> Yeah. Yeah. The hard part is finding something that's like um it's like very accurate because if if you're just giving them to people like then it's just it loses its meaning real fast and now you just clutter up the interface. You know >> the MR

ones are hard to get right. Even The fire is pretty hard to get like you know you miss one day like it's gone. Um, but I think that makes them better honestly because status symbols are scarce or otherwise they're not status symbols, right? Um, and also it's there's no opinions involved. It's not like we're just giving people these emojis. It's like there's a there's math, right? Um, the leaderboard uses Engagement, right? So, I guess we've already got a mechanism for that. We don't have anything for referrals. And I think that would be really cool to

have an affiliate leaderboard like 100%. >> Yeah. >> Yeah. >> So we should definitely do that. Um >> and it's actually in our plan like to do it. >> Yeah. >> Um So maybe that's just all we need to do for now. Like just that um one thing at a time, right? Because you don't want to overdo it, >> right? >> Yeah. >> Yeah. So basically my question is just more gamification for more engagement not only referrals keeps them engaged so they stay for longer they have a >> ch what is your churn do you

know >> uh my churn is actually I had in the Beginning I had 596 at one point after >> there's a number like on your dashboard >> yeah it's 30 uh the percent is less than 5% >> you don't have a problem talking about >> yeah but I've only been here for about a month and a half >> it's always the People are most upset like >> you're going to make the product way more complicated for 5%. Dude, you're crushing it. >> Yeah, I know. But like I said, I've only >> The chances of making

that worse are so high. I'm not even joking. Like, keep doing it. Do more. >> Yeah. >> Yeah. No, for sure. I'm going to continue doing what I'm doing. >> Yeah. >> Let me let me just tweak one thing of what you were saying because it applied to everybody. Um, in terms of if you Guys haven't watched, um, Kirby and Sam did a 1-hour deep dive into Churn. I think it was one of the best school games that of all the episodes in school games. Obviously, that would be the one that might get the least

views because it's super tactical and probably more advanced. But from a value per second, uh, per second perspective, one, strongly recommend going through that. The TLDDR of that video is you have to [ __ ] nail the onboarding. like the First 30 and then first 90 days like a lot of what churn you know what we can see platformwide is that it goes like this right it's super steep in the beginning and then once someone gets to month six across all communities turnurn is like 2%. all communities. So it's like you just got to get

them there. And so I think not enough people are focusing on like what do I do with the new people in their first day, two days, three days. And so number one, we know That when people get to past level three, the churn likelihood drops dramatically. And so if you guys don't have a very clear process to like road to level three and big incentives on level three, like please do that. Um you'll also probably like if you could guess um now if you have if you do get a little fancier you can do this

with data but um what are the key activation points in the community and you have to just try Like hell to get every single person to get there and I would say have multiple ways to get to Rome right so instead of just say okay we have our one process of onboarding you have to scoop up the person who didn't do it here and you have to scoop up the person who didn't do it here so you want to have like six or seven different ways to c catch all the people to get them through

there because that's how you're going to eliminate or not eliminate but Dramatically reduce the people who fall off during onboarding and of course you're going to have people who picked the wrong community or this wasn't what they thought it was blah blah blah that's going to happen but for everyone who is like the right avatar for your specific community making sure that you have a way to catch all the stragglers it's what's going to crunch that that month one and it it will never be bigger than month one. So think about that like Crushing the

month one churn. All months after that will be smaller. So crush month one. And many of you guys are like, "How do I double or triple my community?" It's like if you're at 20% turn, you get to five, it's a 4x. Like you do nothing else and you get a 4x. Yes, sir. >> Hey guys. Um, so my community, I teach guitar lessons to dead heads. >> I'm Grateful Mike. And, uh, the number one thing that I'm hearing from the People in my in my community, uh, and it's mostly guys in their 50s, 60s, and

even 70s is they want to be able to have like an afterchool club when I'm not live to be able to be on school live, to be able to play guitar, you know, have each other hang out. That's what they and they're already trying to do it and they're they're going onto my calendar onto the YouTube link and some of them don't even I mean these are older guys a lot of them don't even know how to get Their original sound set up. I'm kind of curious where we are with school live and what is

uh has there ever been any any other communities that talk about people in the community getting together on their own. >> So you want to member organize live? >> Yes. Like jam sessions? >> Yes. Especially dead heads. >> What does that mean? Do you know about the Grateful Dead? >> Oh, yeah. Okay. Um, so what is all it's All improvised? >> This is a niche. Like >> it's a super niche. >> It's a super niche. >> He only teaches people how to play Grateful Dead songs. That's all he teaches people how to do. >> Well,

I teach him how to become guitar players using the Grateful Dead >> and, you know, Bob Dylan and the Beatles and all that, but they're they all go in as dead heads. So, they're all different Levels. They all like hanging out. It doesn't matter. >> Um, okay. The live thing. Um, so there is a way to to do it right now. It's like it's a little bit weird because it wasn't designed for this, but let me remember how I think if you create if you create a call link on the calendar like create a call

on the calendar for the in the past, right? So it won't even appear on the calendar. get the link from it and then put it in A pin post or something and then anyone can drop in on that call whenever they want. >> Well, I already have my my Facebook open. I mean, sorry, sorry, my my Zoom opened up where there's no waiting room. So, they it's always the same link for every single call on the on the calendar. So, they can go on any I don't have to create a new Zoom link for every

>> Oh, so you're already doing it. >> It's already there. But I they're asking Me about what's going on with school live. Would that ever be something instead of having to do a Zoom link, >> they can just click on it and boom, they're right there. >> Yeah. There there's that way I just told you, right? >> Yeah. >> You just if you create a event in the past, it won't be on the calendar >> in the future, right? But that link will still work and it will be one link that Will last forever essentially.

>> The rooms, we never close the rooms, you know? Well, >> like the room's closed when no one's there, but if someone shows up, like it's it's open again. Right. >> Right. But I guess what they were asking me to to hopefully ask you guys, which I'm doing right now, is to be able to play live where there's no like they could actually jam with each other. >> Like the quality for music. >> Yes. >> Yeah. Okay. Well, that's something different >> because you can't do that on Zoom. You can't just have somebody playing like

a lead over someone else playing chords. >> Zoom's pretty good at music. >> There's a little bit of a There's a little bit of a glitch. >> Zoom. There's a special mode they've got for musicians on Zoom. Do you have it? >> Uh, yeah, but Well, I'm not exactly sure. I'm old school. I'm just >> We We figured it out. Like, ask Johnny. He's right there. >> You, Johnny. Okay. >> Yeah. Yeah. There's >> a cameraman. Yeah. >> There's a special There's a special setting that's very hard to find. I think they deliberately hide it,

right? Um, but it's called like Zoom. What is it called, Johnny? Zoom for musicians or Something. >> Yeah. And it's specifically for musicians. >> Crazy naming. >> It's really high quality. It removes all the like the noise suppression and all the AI stuff. It just strips everything. And so like that's obviously not good for normal people cuz they're using random mics and there's dogs barking and [ __ ] But for like musicians >> cuz you know they do a lot of Manipulation to the signal in in these these apps, right? >> Yeah. Like I don't

know if you've noticed you can be on Zoom or Meet and there can be like a child screaming and no one can hear it. Do you have you noticed that? It's so crazy. It's so good. But it's not good for musicians obviously, >> right? >> But Zoom's got a setting. Ask Johnny. He'll show you it. >> All right. >> And that I don't know if school's going to get that good at that one specific thing anytime soon because it's hyper specific and like very complicated >> to to achieve. Like, sure, we might get there eventually.

Um, have you We have a mode called Hi-Fi for Musicians. Have you tried it? >> No. >> Oh, what the [ __ ] Okay, we'll start there. This is why I'm here. >> I thought you had already I thought you had tried that and you're like, it's not good enough. Um, >> it's pretty good, but it's not as good as Zooms. Um, but you should try that one first. It's literally just a toggle. It's in your settings for when you're in the live room, you click the settings and it says hi-fi for musicians, >> right?

>> You just turn that on and it automatically turns off the um noise Cancellation and it's higher like bit rate or some [ __ ] I don't know. Um try that first and see if that'll work. And if it doesn't, try Zoom for musicians. Yeah. >> Well, I think the last thing I want to say is, you know, a lot of these guys are talking about maybe one guy has his bass, one guy's got his, you know, guitar, drums. They're trying to have a full jam session, record it, and then post it. >> Odd cool

stuff. >> I know these they want to everyone wants to be a part of this one jam and uh well, you know, not not 20 people jam at the same time, at least a few. And then record it and then we post it and we get to see what Johnny and Tommy and Billy jam together on Saturday night. You know, that kind of thing. But it's it's hard because it it only focuses on one person at a time playing. It's not really >> I wonder if someone's figured that out. Like maybe there's an app or

something for that. you know, but it's interesting. >> It's like remote band. >> Yeah. >> In a way, right? Like you know, there's remote work. This sounds like a remote band. Um I would look around, see what there is. >> Yeah. >> Yeah. >> Thank you guys. Oh, and thank you very much for changing my life and giving my my wife was able to quit her job and she works with me now here on school doing everything. And >> that's awesome. >> My kids are being are getting everything that they want just because of this.

I just want to thank you guys in person. Thank you. >> Let's give him a little clap. >> I think there's also this really Interesting meta point which I'll I'll give Sam a shout out for. But I don't know if you guys noticed, but like Sam did not hesitate to be like, "Yeah, you should try Zoom, a different product than school to help solve a customer's problems." And I don't even think you notice that you do it, but um Sam's so such a purist about just serving the customer and just making sure that they get

value no matter what they're doing, even if it's not on school. Um he'll Also say like even earlier, I don't know if you noticed it when we were talking about search, it's like, "Yeah, it really sucks." Um it's like it's astonishing how bad it is. Uh he's like, "But we're working on it." You know? Um, and I think what that really gets to is like I think everybody wants trust from their audience. And um, I define trust as making yourself punishable. Um, so like if you give someone a secret, you make yourself Punishable. Like you

trust them. Um, if if you give a customer away that they can basically leave you or do a transaction somewhere else, like you make yourself punishable. You trust them, right? And so I think trust is something that um, is typically initiated by one person than reciprocated. Um, and so if you want more trust with your audiences, then then do trustworthy things. And so anyways, I was just giving I don't know If you guys noticed that, but I think that is why the platform is so good is that um Sam is very honest about because I

think a lot of people live in their entrepreneurs, us in general, you know, we'll live in our own worlds of like, dude, I have the best stuff and we're better than everyone. It's just like, dude, you're making, you know, thousand bucks a month in a niche that does a billion dollars a year. Like maybe you're not the best. Like I the Algorithm sucks. It's like, no, the algorithm is actually pretty good. um like Meta pretty is pretty good at knowing what people like and they don't like your stuff. And so maybe it's a niche, but

maybe it's not good. And so I it's just I think it's very good and I'm just kind of half giving Sam kudos, but I think the metal lesson is just and Sam's obviously been a very successful entrepreneur. Um it's worth worth noting. >> So I have a question. It's like a baby ad question, I suppose, just getting started. I've reached the point of not done any YouTube for 10 years. I've kind of relied on an old following. I've converted everything I I can think of. So, I'm committing to doing ads next month. I'm putting a

budget together and I'd like to have an idea of pretty much everything that will come in from that will be profit. So, what what what can I >> You still talking about ads? >> Yeah. I mean, at the back end, the servicing and and the the boot camps, everything's sorted. So, I'm happy that anything that does come in from it can be reinvested. Is there like a scalability? Let's say I put $2,000 on ads, I should add another 500 a month or I should put a 100% or is there any like scale rule of thumb

for that? >> I mean, I You want to take for a shot? I have plenty to say. >> I just You got to put in some and see if It comes back. And if it does, keep going. >> But it I bet you it won't. >> It's really hard to make it come back, by the way. Like >> Yeah. Yeah. >> Like very hard. >> I've got the I mean, I've got the pot to burn. I'm happy to go with it, but I want to I want to go >> burn it if you >> like.

Yeah. Most of the time it just Gets burnt. >> Like it's hard. And I don't think you'll appreciate how hard it is until you try it. Um >> Yeah. But it's crackable. That's the good thing. Like you can crack it. You And if you if you do that, it'll crash, right? But it it's I think it's always harder than people think. Unless you're in a very interesting niche, >> that can happen where you just launch And it's like accidentally super successful. That can happen too. But I think for the most part, it's probably quite hard.

Would you guys agree with that? >> Let me give you a metaphor framework for this that might be helpful. Um, where I see people who have warm audiences struggle when they go cold is because they assume the exact same conversion process for warm will work on cold. >> And typically it doesn't. >> And so you need to have a cold process, which means you usually have you you need to approximate an organic relationship, but you do it in a short time period. So if you think about, you know, your organic content as just like slightly

warming the water over time, think about your cold traffic conversion process as a microwave. You need to put the water in and then put 30 seconds in, which is 30 days, and make sure that it gets hot enough that someone's going to Want to buy. And so, you have to be more specific about what do they need, what are the exact pain points, what are the exact problems. And you have to be very economical with the communication because the the biggest cost of communicating to a lead is the their attention. Like the attention is the

most um decaying component of a lead, right? That's why a lead at 60 seconds versus five minutes versus five days, a lead at at 5 seconds is worth a hundred Times more than a lead at five days. Not even close. And so you want to make sure that the process works on strangers. And if it works on strangers, my recommendation is that's what you run your warmth through because a cold process will always convert warm, but a warm process will not convert cold. >> Makes sense. >> Sorry Sam, just a question uh connected to the

ads. For us, ads definitely work. We are spending over 100k a month and It's doing really well. Uh >> how long does it take you to get back that 100 grand? >> Uh for the longest time ever we had one roas on on month one which was crazy. Now it dropped to about uh 09 but still we are insanely profitable. >> So you're like profit all month one month two. >> Yes. >> Yeah. That's sick. That's like that's when things are are good. >> Yeah. And my question is why we are not doing more of

this you know why we are not doing Reddit Tik Tok you know so many different integrations why don't you >> just spend 200 grand >> yeah of course >> that's the easiest way >> I mean on 200 grand we are like we went to 150 then we started dropping so we decided you know it's not making sense to spend more but if we have like Tik Tok and Reddit and all these different integrations we can probably push it to like 300 400k a month >> it gets I say that when you do multi- channelannel it

like each one says they got it. You know what I mean? So like Reddit might say, "Oh, we got your conversions. So will like YouTube," but also so will Meta. And when you look at the dashboards in each platform, you'll think, "Oh, we're crushing." But overall, it's like they've they're all Kind of counting the same things. It that that's the main problem with multi- channelannel. The beauty of single is that that's just it like in terms of attribution. You know what I mean? But yeah, it can >> it can get I mean I would say

that the first thing to try would always be spending more versus trying a whole another platform because that's a whole another universe, right? >> But I might not have the best answer to this because of my philosophy with this, which is to only use one channel. So like you probably know about using more than one. Yeah. >> So what a couple things. So, you will make more money solving the problem of why you can't scale past 100K per month on your channel than by like you will have a short pop by adding a Channel or

two, but then you will run into the same core issue. And so, fundamentally, you have to decrease CAC or you have to increase LTV. It's like it's going to be one of those things. So, on the increasing CAC front, it means that we need to make way more organic content so that you can have a much larger brand. And functionally what's happening is at at $100,000 of spend per month, you're reaching first layer all the people who follow your Stuff organically. Second layer, people who are just very intensely interested in the thing that you do.

As soon as you get a little bit less interested and don't know who you are, it's falling off a cliff, I'm assuming. Right? And so the only way to really expand it is is make the circle of people who know who you are bigger, which until you know last five years you really couldn't do unless you had a top like if you were at an e-commerce one of these five years ago. The the the ad strategies were so different than they are today because what they would do is basically they build organic by just doing

top offunnel awareness ads. basically running content as ads and then people who consumed a certain percentage that became the audience that they actually did their direct response advertising to. We just have the benefit of today we can just do that kind of distribution for free with lots of volume. And so in terms of like Your long-term strategy, you have to build the brand up. I'm just saying that's what's going to h like you can get a double or triple now which hey don't be don't get me wrong like that's material but you're not going to

get a 10x plus unless you either dramatically reduce CAC by increasing the size of the brand number one. Number two is the quantity and quality of creative has to go into more puddles. So it's like can I expand past the people who know who I am Into the people who are interested in the stuff? Yes, but those interests are going to be narrower. And so you have to make way more pieces of creative to color all of the kind of the dots of the next ring. And the second thing to reduce CAC the third thing

is going to be looking at the actual business model because if you made a million dollars a customer then you'd be like oh I'm fine going up right? I'm just using as a hypothetical to illustrate. >> What's your community? >> Uh AI video boot camp. >> Oh yeah. Okay. I got a good answer for you. We're going to talk at the break. >> Sounds good. >> I've seen your community everywhere. >> Yeah, we are. We have >> It's always trending by the way. >> Like you know this new thing I'm talking about that's trending over

there. >> You guys are in the top five all the damn time. >> Yeah, we have uh insane insane engagement >> and also we won the the school games platformwide. So we are super proud of that. And we are the only team that only has >> I've got I've got like a a pretty cool idea for you. >> We have only front- end products, so nothing else. $9. >> No. Yeah. What you're doing is super interesting. >> And I've got something. I just can't share it on this recording in front of everyone. >> Sounds good.

>> Yeah. Yeah. >> Thanks. >> Hi. Sorry. So uh I think I I set up a trap for myself with my YouTube channel which is where I started uh because I built an audience that I told them for like four or five years you know like oh you can learn the language on your own Without pay anything and then I'm like here like hey by the way pay me right so uh so basically I lost some it's funny because the first time I I said like oh I have a community and everything people were like

oh finally your monetizing, you deserve it, blah blah blah. But then like uh fast forward like one year later and I I'm getting like less engagement on on the YouTube channel, less people watching. Uh my Instagram is not growing as much either. So uh pretty much I kind Of created you know this problem for myself and I don't know exactly like what to do. I mean I did find >> Do you think the problem is that you monetized? >> It shouldn't be. I don't think I I don't >> that or the attention and energy. Yeah.

>> So I think like you know like usually I'm aiming for people in Mexico and South America and people uh for my for my experience I see my friends, my family and everyone usually we want Things for free all the time. You know >> that's everywhere. >> True. I guess but I see that you know like because I I' I've had taught uh Spanish abroad as well and people are more willing to pay for those lessons that people are are willing to pay for English lessons in Mexico for uh for for instance right so uh

I I actually wanted to ask you like what would you do if you were like in that problem because I think I had that problem created for Myself as I said because I was telling people >> I just don't think that was I think what Sam and I are both saying, and I'm not trying to put words in your mouth, but I think we agree on this. Um, it's not it's not the fact that you charged that made the thing go down. It was the fact that your attention got split and call like your mojo

went over here instead of growing your brand and community, >> right? >> And you just don't have enough mojo to go around. And so we have to look at what you're spending all your time on on the monetization side, see what what amount you can kind of either delegate or automate and then probably redirect some of that creative juice into the attraction side because the algorithm has no idea like your Instagram's down has people who don't know you have no idea that you monetize nor do they care. >> They just care about the content and

so you just need to make better content that might be more relevant now than before. >> Yeah. I I think it's more about the YouTube channel, you know. Uh it's funny because you mentioned like the less views or whatever. It it it doesn't matter, but I see it as a trending. >> You know, >> if all your videos get less views, that's something to be concerned about. >> Yeah. Um, I know the videos that I make that are like if I make a video that's like, you know, six steps to 100K because I I have

I do have a heart for people who are getting started and so I still make that stuff even though I know it's not really going to direct like it's not really going to benefit me in any short term horizon like one year, two year, it's really not going to benefit me. I do it just because I I see the [ __ ] Hundreds of DMs I get every day and I'm like, "All right, I'll try to make something to help out." And I usually say in the beginning like all my advanced business owners, just [

__ ] don't click like don't watch this, right? Like, but if you're trying to get started, like, watch this video. Um, if I crack a video like that, I know it's going to hit a million views. And so, as long as you know, like if I'm making a like if none of your stuff's working, You need to revisit your content strategy is kind of my point here. >> Yeah, definitely. It's something that happened to me. Maybe this works for for uh other people. Like, I was paying too much attention to people who were commenting, which

is funny, right? Because people were like, "Oh, we saw this already at, you know, 10,000 times. it's boring to see it again. Uh then I okay, let me make something new and it didn't work. And then I I went back to Like you know like which is like how to learn English in like four months or something, right? And it got like thousands of view of views. I go and do something different and it it doesn't, right? So So people just want to watch the same thing over and over. I don't know. It's weird. So

>> I mean people watch reruns. >> Yeah, me too. Right. And the thing is is that like you think about like what is a I'm sure some of you guys have seen Shows that are like episodic shows like you know CSI what it's like they introduce the victim and and then they resolve it by the end every episode is just like very formulaic. So you'll have like I think most creators need to find I mean the very beginning nothing works and then you find one thing that works and as soon as you do that like

you want to double down on on whatever that format is and then create as much variety within the context of that Format and then long term it's like you need to be able to crack another format another format another format and this matters more for shorts than it does for longs. Longs have significantly more kind of breathing room uh than shorts do on terms of format uh ideation and and and alteration. Um, and I say all of that within the larger context that I talked to Jack about earlier, which is like still make sure it's

[ __ ] you like. Um, and so I think it's again it's a Balance between both of those extremes. But in if I were to guess, I would guess that you had a winning format and then you stopped doing that winning format or that winning format stopped being a winning format. So like I don't some of you guys might have noticed I don't tweet I don't do as many tweet reels on Instagram now as I used to. And it's because I ran Tweet Real super hard for like a year and a half or two years

because they were just Murdered. And then they stopped murdering. And it's not like I changed the way I tweet. Like I I know for about a two-year spread, I knew what the performance on X would be and how that would translate to IG almost one for one. And now similar performance on X does not translate to that performance on on Instagram. And so you find a winning format, you run it as hard as you can, and then when like the market tells you or the algorithm tells you That it's no longer interesting, you switch. And

like that creating the new format process is probably the most dangerous part of kind of the creator journey is you kind of have to like let go of one branch to go on to the next one. Um, and that's just as soon as one hits, it's like great, this is what we're going to do until it stops working. And that's because attention changes and that's just the nature of marketing. >> Yeah. I think I I I think I let to go too fast, you know, listening to people like or reading comments. >> Keep going until

it stops working. >> Yeah, definitely. Thank you very much. >> Yeah. >> Thank you. >> Hey, first off, thank you. This is amazing. You guys rock. Um I have been playing the 10x game on YouTube for three years. Uh so find high Value packages, hit them in my niche and uh we run we're Facebook ads like that's what we do. Um and I've had that same thought um Alex that you were just mentioning which is the videos that I do because I think they actually rock. They do drive more sales for both our agency and

for school as well. We see it very clearly. Um, but the whole 10X game has worked for a while and very openly I'm scared to pull away From that game. >> You don't need to stop it all at once. >> Just slow it down. >> Yeah. I mean, you don't I mean, you don't have to change anything if you don't want to change it. If you're like, I hate this, then that becomes a long-term threat to the business, right? >> Well, of course. I think it's so much more fun to just make the stuff that

is intellectually challenging and like new fun like things that people aren't Talking about because we've literally just played like like that. Let's take this package and let's just try to make it better than everyone else in the industry and try to give more >> sauce as much as we can. Um which has been great >> but yeah it's it's >> what's the problem? I think the problem is that um maybe there's fear behind it and I don't know maybe this is like a macro thing to >> you have to change like you don't have to

change >> well >> if it's working if whatever you're doing is working please continue doing that if what you're doing is not working consider changing sorry >> I think I think it's working >> it is working like by numbers it's working >> um but when we see that similar scenario when we have like top 10 videos and two Of them are driving the most amount of sales >> there's my like indication to maybe this isn't actually the best path path. And when you look at my industry specifically, I look at guys like uh like Evolve,

like Spencer and here, right? And you look at he him and his like team getting like a couple thousand views, >> but they're doing ridiculous MR on school. >> Yeah. >> Right now, right? So, their value exchange is amazing. He makes incredible content. >> Yeah. >> Um >> he makes content for people who have money and there's way fewer of them. >> True. And so just have to accept that like if I make valuable like if you really want to get like weird with it, look at the VC podcasts, right? Like there was um there's

a podcast that I was on that has I think 10 trillion in aggregate uh like assets under management has flowed through that podcast. So GPS, so general partners of funds go on this podcast. The podcast gets like 7,000 downloads a month. Um, but I have a I say an acquaintance that went on there on the podcast and then raised the fund and raised 100 million bucks like the next week. >> Have you seen Stripe's podcast too? >> The the drinking one? >> Yeah. >> Yeah. I mean, I've seen clips. >> I mean, they have like

the founder of like Google on there and [ __ ] and like it's got 6,000 views. >> Yeah. >> No, for like this >> and it's Stripe. >> Yeah. >> Yeah. So all that to say, I think what You observed with uh you know Spencer is that he's creating content that is going to cater to his ideal avatar and that translates into more sales. And so if you're afraid, my my big thing is don't stop flows, add more flows. And if you add another flow that's superior, then you can consider dropping one that's lower return.

And so you can keep your base of content. You will not make less money by continuing that. but then saying, I'm also going to add in these Pieces that are like pieces for me that or rather for my avatar uh that I think they're gonna really, you know, jive with and just add it on top. And so, how many YouTube pieces do you make a week right now? Like long. >> We make two longs and then five shorts. >> Okay. So, it would be like, okay, can we take one of those longs and transform it

or add a third? >> You'll usually need less editing for the higher value stuff. I'll just I'll bring That up. Like the stuff that we have to super heavily edit the [ __ ] out of is typically the more junior top of funnel stuff. The more advanced players I think just in general have slightly longer attention spans and recognize when value is about to get >> eat it. >> Yeah. >> I like one continuous stream. Yeah. >> Rogan right. I mean so >> yeah cool. >> Thank you. Appreciate it. >> So it shouldn't be as

much work. That's kind of my point. The highlight channel for us is one guy doing 20 a day. >> Yeah. >> A day. 200 whatever 140 a month. a week. >> Do you find any sort of like we're we're when I'm thinking about the short side as well, views have a direct correlation to how many leads we get on Instagram. >> Do you think about that from just a value give as much value per second Perspective or do you play a little bit more of the game on that? >> I still do because if you

look at the quality of the leads, >> Sure. >> like your MQLs will like look at look at MQL signal rather than total lead signal. >> Yeah. I don't think I have high enough volume to like really really parse it out yet on on Instagram side. >> Well, on Instagram, are you just sending Them a link or is there some sort of DM chatter or something like that? >> DM flow. >> Yeah. So, is it auto like a mini chat thing? >> Yeah. >> Yeah. So, I'm guessing at some level you you ask some qualifying

questions, right? >> We Yes. Yes, we do. >> Right. So, just look at >> just give give. >> Yeah, that's fine. But like at some point Wait, do you just Hold on. Are you basically treating it like an email where you just like send them valuable stuff on a >> No, we ask like two to three questions. When they don't reply, then we just go here's everything and we just give them a bunch of stuff. >> Okay. >> Those links that we give them the second time around, they need to opt in. >> So, normally

we would just give you like here's our we call it like the M4 guide. Yeah. >> Here's our guide. Right. And it's just Google doc 22 pages. Rip it. If you don't reply, you get a different flow where you actually have to opt in via email to get that document. So, if you like go back like two weeks later, never want to interact with us. >> I'm a big advocate of adding more friction to opt-in forms. I mean, if you Look at my site to opt in anywhere, it's usually like five or more fields. >>

Um, and it's just because, again, this is Alex's two cents on the world. Do whatever you want. Um, I would like to know more about the prospects that are coming in. obviously we get a lot and so there's no value in me expending resources on somebody that like has literally they they cannot buy anything from me right >> um and so I also think it will create a Much stronger feedback loop for you to just have some signal on the front end so maybe it's just just ask for revenue you know at the most basic

like do you have a business right like >> we ask for spend >> sorry >> we ask for ad spend >> so even from that alone you should still be able to create kind of a signal that you can go off of of like okay this short created more optins but this short Created more people over 30k a month of inspent. I'm just making it up. >> I know. I just got the I got it. I got the Yeah, we have to have individual lead magnets per short. >> Just make that the signal that you

optimize your stuff off of and don't make the signal total leads because total leads is [ __ ] >> Rock on. Thank you. >> Um I have a question. Translator. >> I'll translate. Yeah. I would like to know if there is a a specific way that I can apply all these strategies that you guys are teaching in Latin American because people have a different behavior of buying. Most people don't have the natural ability to buy in Latin America. So, is it okay for me to put more filter for them to buy? Why? What's the problem

with them buying? Latin America. >> In Latin America, people have a different relationship with money. They want a little thing for free. They don't have as much capital. >> You know what's interesting is Latin America is >> Yeah. >> is the hottest the hottest market >> that we have on school. >> The hardest What advice can you give me to generate More conversion, more sales? >> Have you sold in the US? >> I sell in the United States, but people speak Spanish. >> And you think those people buy more than people in Latin America? people

here look for me in Colombia because I'm more economic, cheaper over there. >> I'll tell you where I was going to go, where I was, my line of questioning was going to lead to is that the strategies Are 100% the same. And I swear if we just put school in Spanish and allowed people in Latin America to buy, it would probably help a lot. But the relationship with free versus paid, it's the same. I mean, think about how much free stuff that I put out. I put a lot of free stuff out. It's not different.

It's just that we need to have some percentage of people who we just know some percentage of people are going to be able to afford Our products. The only thing that in my opinion truly changes between different markets is just price. The remainder of the strategies, human behavior is more or less the same. For sure, there's some cultural components about um how you do the selling in terms of like messaging and you know how aggressive things like some of that can be smaller or different, but big strategy of free stuff is everywhere. Making sure your

stuff is valuable is everywhere. And Then knowing that you're going to convert a very small percentage of the audience that you give free stuff to to paid is everywhere. >> This is awesome. >> Well, it's awesome because I know that we need to do school in Spanish. >> Spanish is the most popular one though by quite a bit. Followed by German, followed by French. That's surprising. Then Chinese. >> Yeah. Yeah. Yeah, those are the main Ones. Yeah, and we really want to do it ASAP. Um, >> I'm honestly shocked at how many people use school

that in foreign languages cuz only in US dollars and it's only in English. Why the hell are you using school? It's like the biggest disadvantage ever. But it's like you guys are still crushing. >> Imagine if we put it in Spanish. So, we we're going to do that, but it's it'll be one thing at a time. I think The languages will come first, then like probably currencies and payment methods like additional ways to pay, you know, like PayPal, Pix, you know, all kinds of things. WeChat pay. I think that's what people >> pigeons. >> Um,

all of that's coming. It'll make into it'll make it easier for people in other countries, I think. Yeah. Does anyone here even care about Currencies? Do you like dollars? Okay. All right. Yeah, we can have some good conversations today. This one's complicated as hell. Um, I've got some ideas of how to do it. I want to run them by. So, if you guys if some of you guys want currencies, come talk to me today about it because I' I want to run a few different ways I could do it by you and see which one

you like the most. Yeah, >> the currency thing is funny because I'm from Bulgaria. We just changed our main currency from left, which is Bulgarian left to euro. And I won the school games when I uh every person that I needed to get to become a client. I needed to share three different currencies for them to know what which uh how much they are going to pay for the community. So my question is I have two questions. First, uh, the languages. Are you going to do more niche languages like Bulgarian or more main ones like

Spanish? >> We'll start with Spanish, German, French, Chinese. If you want to translate Bulgaria, >> I would love to. >> Yeah, if we'll just let some people do the translations for the other ones and hope that you don't [ __ ] it up. Um, >> I would love to help with a professional translator to translate in Bulgarian. I think the people that use the platform All the time are in the best position to like make sure it's good. But yeah, like we plan to cover all of them, but we'll start with just the major ones

and then probably make it so that you guys can I mean there'll be some vetting with who we let translate, right? But like yeah, we'll just give it to you. Yeah. >> Yeah. This is something that's stopping a lot of people, especially in Bulgaria who don't speak English to join the platform. uh a lot of trust is lost just Because the platforms is not >> enough when no matter where someone is in the world when they go to about page it'll be in their currency and in their language. >> Yeah. >> Without you doing anything.

>> So it'll just adapt you know. >> Yeah. That's cool. The second question is about about sales. Right now I have 25% sales percentage and I want to make it more um to make it better and I don't Know where to focus on uh to improve my close to when I close or to improve the sales motion like before what happens before the sale during the sale or after. So >> yeah I don't think what you do after the sale will improve the sale. Um, so I would start with before are you having people watch

a VSSL before they get on the call? >> No. >> No. >> No. That's the thing. If I am thinking uh to integrate >> do that first. >> Like honestly, if you just did that, it'll probably push you to 35. >> So before they uh book a calendarly link or >> so once they book the calendar link, send them the video. >> Okay? >> And then when they start the call, say, "Hey, did you watch the video?" If they Say no, say, "No worries. Go watch this. I'm going to go grab a cup of coffee."

>> I'll come back. It'll just save us both a lot of time. >> Okay. What should be in the VSSO? This specific VSO. Yeah. >> All right. I'm gonna say this really fast and you can just watch the recording. Um, so you're going to have an intro portion. You're going to have promise. So the point of this video is I'm going to help you do XYZ. Um, and This is for people who are suffering from ZYW. So pain, promise, pain. Um, the way I do that is um, XYZ or whatever whatever letter I'm on. The

proof that you know that I can actually do it. give me I did help with this guy and this guy and this guy and this guy and so this is the kind of picture road map of what we're going to do for the rest of our time. And so the next portion is here's my unique way of doing it that other people don't do. Then after you explain your kind of methodology for how you do whatever you do, then it's like, hey, now when I explain that, people typically have uh some concerns about it. And

so then you just go objection number one, objection number two, objection number three, objection number four, and you keep going. For each of the objections, you're going to say what they think, why it's wrong, what's right, and then provide proof. And you repeat that Process over and over again. And then once you've basically exhausted all the objections that someone's going to have, you say, "Great." You give a CTA, which is like, "Hey, text me this this number or your favorite uh coffee shop or what, you know, text anything, you know, small, medium, large, I don't

really care." Just to show that, you know, that they watch the video. So, you'll get that text. It also engages them back. And then it's like, "Hey, the rest of This video is just proof of other people who are like you, uh, who went through our thing." And then the rest of it is just literally testimonials all the way through. >> And how long would that be? >> Seven to 10. >> Amazing. Thank you. So in the past you talked about how even for basic stuff people go to the experts. The example you gave was

if you want to learn oie you go to Tony Hawk. >> Mh. >> Even though anybody can teach the basic skills on the skateboard >> but Tony Hawk wouldn't want to teach Ollie's all his life. >> So his time may be better spent also teaching people who have like 15 years 20 years of experience. >> But there are way fever people. So it's more like more niche down. So maybe he would charge higher, >> but the skill on skateboard or expertise On skateboard skateboard doesn't always translate to purchasing power. So how would he reconcile these

two? >> I think that we're solving two different problems. One is a personal problem, the other is a business problem. So if he teaches everyone to sell on Ali, he already solves his business problem. If he has a personal issue of like I want to do other [ __ ] then I think you can still absolutely go. Not many people are trying to do like $100 million launch. That's probably not like on some people's bingo card for this year, right? Um, but if I demonstrate that, then I can probably help you launch your school community

to a thousand people, right? And so he does the 900 so that people believe that he can do the ali. But I don't think he needs to solve that personal need within his business. >> This just cracks me up how we're theorizing about Tony Hawk >> in skating. Like do you are you do you have a skating community? >> No. >> Okay. >> Like what why do you want to know this with This is so like abstract. >> Yeah, you do. You do. He teaches engineers to be uh musicians. >> So what why why do

you care? I'm curious. >> Well, because uh my dilemma is like I Have the community where it's the like standard tier and the premium tier. I I'm experimenting with having premium tier have more expert knowledge more like uh uh advanced level knowledge and I'm like is that the right approach to have advanced level like on a higher tier adv advanced information or have advanced level of service on >> this is going to be service. >> Yeah. Okay. >> Nine times out of 10 it'll sell more. >> Got it. Yeah. Very clear. Thank you. It's the

rich guy who wants to do an ali and just have support. >> I got a question. So, um I had different questions, but Sam, you asked one and like the answers you got from that like helped me a lot too. Um my question is what are things you guys have seen like in the first 30 days to really bolster that onboarding experience? U we grew extremely fast. Then we started adding more stuff in based on requests. Now It's like, okay, we're going to remove that stuff, but also how do we uh get people to have

a great onboarding experience to stay longer? >> I don't, you know, there's so many different ways to do it, right? And I think it's hard to say like this way is better than that way because the numbers will tell you if you're doing something good or not. So like what's your churn like? >> Uh we went from 5 to 7% in the first Like three months. the last two months it's like 15 17% it jumped up quite a bit >> that's when you added all the stuff >> when we added all the stuff just remove

that >> yeah that >> okay add >> to okay and on that >> overwhelm is the most common reason for churn >> okay >> they don't think they're using the product >> okay and on top of that question then how do I gracefully remove a lot of this stuff that we added in there without >> Sam has a great way of doing this >> turn it to draft >> well is is it one of those things I'm in my head where it's like I'm going to create a mutiny if I remove this stuff and >>

dude I'm a big fan of just telling the Truth truth. >> Okay. Just >> I'm a big fan of not even saying anything. >> I'm saying to the people, >> just just turn it just turn it off. >> The Sam method. >> You'll be No, because if you What I found is if you say, "Hey guys, we're removing this." Everyone comes out of the woodwork and says, "No, no, no. Please don't remove it." They weren't Even [ __ ] using it. >> That's true. Okay. I think you'll lose stuff. >> Yeah. People want more. >>

They'll never tell you take something away. But if you just take it away quietly, sometimes they never notice. Then you're like, "Perfect, right?" And occasionally you take something away and there's outrage and it's like, "Oh, I never knew that was so important." And you put it back. But at least now you Know, right? The only way you can really learn most things is by subtraction. Addition tells you almost nothing a lot of the time. >> And unless it's in your case where you added and it got worse >> like, "Yeah, now take it away. See

if it comes back >> and then you've got good churn again." >> Okay. Can I ask a follow-up question? I'll give you a follow-up on Sam's which is that and if someone if people do kind Of revolt number one make sure it's the right type of customer that you actually want. >> Okay. >> Um and number two the revolt. Make sure that it's by percentage of audience. So like when you have large communities of a thousand people you might have like 50 people who say something you're like okay well that's that's 5%. And then of

that 5% how many of them are going to cancel as a result of this versus Basically stating a preference. >> Gotcha. >> You just reminded me what I do actually. So like we also like put everything in a Google doc and then if someone complains you go to DMs do it privately share them the link to the Google doc so they've still got all the content but now you're not like just pushing it on everyone. >> Easy peasy. >> We've done this a million times because we had all the school games recordings. We have we've

had a lot of content come through. And did you guys notice it just kind of disappears, but it's still there if someone really wants it because we don't want to just put a lot of content there because like 20 people want it out of 200,000. That's kind of crazy. Does that make sense? >> No, it makes a lot of sense. I mean, it's a lot of those things like you're just in your head about it like, oh [ __ ] I don't want to make the wrong Decision and uh, you know, burn this thing to

the ground. >> The cost to un the ease of undo here is is like a click. >> Okay. So, you know, you turn it to draft. You don't delete it. >> Gotcha. Okay. >> And then when I delete it, I first copy the course key to a random community because I'm just like, if I want to delete it, I'm not satisfied with it sitting in draft. I get a lot of Satisfaction with a full delete. Um, but I first put it over into another random community. >> That's what I have. Yeah. >> Just just as

backup in a way, so I can quickly put it back if I ever need to. Yeah. >> Okay. Can I ask a follow-up question? Uh, this one really geared toward you, Alex. Um, I don't have any uh like upselles on the back end. We're strictly doing like a 97 a month. Now we have a 297. Uh, just fasttracks their access. Um, we teach marketers how to build and sell AI to small businesses. In your mind, like what is a next natural upsell? Like this is my first time teaching marketers. I mean, we really good at

doing it with businesses. So, it's a very new crowd for me. I'm like, what is that backend upsell? Because I know it'll double our business very quickly if we had something people ask. So, I'll give you the easiest thing, Which is just go for the annual prepayment. >> Okay, >> that would be like because it's the easy button. You don't have to do anything. It's just basically you add a sales motion, but that's basically it. Sales motion with maybe one benefit and then people move in, which would be like that's what I because that requires

nothing new, which big fan. >> Yeah. >> If I were to add something, it would probably be something like this >> like inerson event. >> Yeah. You do like some sort of unscalable thing that's that's in person. So, people fundamentally in a lot of communities, people are paying for access. >> Well, that's good. We have a whole studio just like this in Austin. Um, how often or frequent would you do that? >> It's it's going to depend on price Point. If you're at, you know, 4K a year, it'd be like once, you know, >> we're

like uh 80,000 a month right now. >> You know, I meant four I'm saying if you're at three uh $400 a month times uh 12, it's 4,800. So, you probably have your annual at 4K. >> Gotcha. Gotcha. Okay. >> Right. So, if it's 4K annual, then it's like maybe it'd be one thing. um if that um but I'm saying if you had the upsell the thing that would be like call it 10,000 a year or 25,000 a year or whatever. Okay. >> Uh that would be if it's a 25 you probably can do two or

three. >> I'll say that I've seen successful like event stuff where it's usually between two and three. >> Okay, perfect. Thank you. >> I have a question. Uh so I'm having a hard time reconciling when it comes to content creation. How do I balance the idea that you Deliver the information but sell the implementation >> but then also the don't tell me, show me. >> Do you know what I mean? So like if I want if I'm if I'm giving people the uh the information, >> but at the same time the best way to get

them to come into my community is to demonstrate. >> How do I reconcile those two? because I feel like I could create lots of I feel Like my content like there's only so many techniques and I just feel like at some point becomes repetitive and then >> it's totally going to be repetitive. >> Yeah. >> Okay. >> Dave Ramsey has been 45 years telling people to spend less than they make. >> Like I want to I want to reframe variety for you. >> Okay. >> No one's seen you do your elbow pop Crack with an

85-year-old woman and then they're going to want to see an 85y old woman who plays tennis and then an 85y old woman who plays, you know, soccer or whatever. Well, probably not soccer, but right. And then a young guy and a black guy and a white girl and like you're going to get the like he still says spend less than you make. But it's like, but I just got divorced. And then another one's like, I got divorced and I have two kids. Another one's like, I got Divorced and I have two kids and I have

a job. Like there the the the beauty of demonstration is that every single situation is unique, which makes unique content even if the strategy is the same. >> Okay. >> And most people are still buying because in a lot of ways we know to hold ourselves accountable that if we buy something, we're going to take it seriously. And so it's like you just Allow someone the mechanism to do that. >> Got it. Okay. Thanks. >> Like you can show like one of my like if you've seen Neil Patel uh he does SEO stuff. His channel

is so like it's just work, right? He just shows you how to do this strategy and this strategy and this strategy. He's been doing SEO for [ __ ] ever, right? And you watch like 10 videos and you're like, I get it. I don't want to do that. and then you just buy like it gives away the information Sell the implementation. I'll say one other thing though that will probably relate to everybody here in your in your conversion processes like the VSSL. We want to use we want to talk about stuff not how to do

stuff. So the difference between procedural education and declarative knowledge. So if I tell you how private equity works, it's about oh this is this is something I didn't know was possible. They're telling me about it. The here's how you draft the letter As a private equity firm. Here's how you you know negotiate this this clause and this clause and this clause. You can include that in content. But from a selling perspective, the conversion process should be about stuff, not how to do stuff. And this is where a lot of VSSLs get in handy uh get

messed up. Kind of what I said earlier, like let me tell you my special sauce. You're not actually explaining the science. You want to probably create an analogy kind Of like you said earlier, like uh you know, you're you're stiff because your body needs stability and so your joint is unstable and so this is and then you're like, everybody's been getting this wrong and if you've tried other things in the past, then obviously that wasn't the right solution. So, why don't you give this a try? Right? Like it's a very simple like you don't have

to you just have to explain the theory behind it about how it works and then it's Proof that it works. Proof that it works, proof that it works, proof that it works and then that's what gets people to want to take action. >> Okay. >> Hey guys, I've got a question on scalability from being one-on-one and going to a bigger aspect. >> I don't know if you've seen this. So, he started his business doing he just used school as a payment processor for uh jiu-jitsu lessons and then he had all These customers. She's like, "Fuck,

I'll just put him inside. I need to figure out the community part." >> That exactly what happened. So, I was doing one-on-one coaching for jiu-jitsu online and at some point I was making my own Shopify website and I hated it and I was like, "Oh, this platform is cool. This looks so easy." So, I'm just going to use that. And then at some point, I was like, "Oh, this actually has way more than oneonone coaching. I'm going To try and like add in some other stuff." And now I'm at the point where I have way

too many one-on-one clients and that's all I've promised. Oh, yeah. One-on-one coaching. I review their footage. I spend all this time, like a couple hours every single day reviewing footage. And now I'm at the point I'm like, "All right, there's all these guys here like, you know, hanging around, making way more money than me. I'm spending a couple hours every single day Reviewing footage. How do I bridge from being a one-on-one coach, doing one-on-one coaching to something that frees up a lot of time, getting more people?" And initially, I didn't understand how much attraction I

would get to one-on-one coaching. I had like a hundred spots and I filled it in a month. I had to stop putting out CTAs. >> What's the price? >> It was 100. So now a month. Yeah. 100 a month. So yeah, I mean, yeah, I know. I Sort of cooked myself. >> For how much? Like, for how much time? >> Uh, well, my thing is like they upload their competition or rolling footage and then I'll review it. So, I go into Loom and I watch the footage and I I go over and review it. And

then at some point, I was like, "Oh, this is actually too much footage to review." >> How much do they Some people use the [ __ ] >> Some people use the hell of it out of It. And I'm like, "Listen, bro. Like, you sent me like 10 videos. I'm going to review two of these videos, which will take me 20 minutes. And then once you've watched that, let me know if you want me to review the rest." And usually they don't ask me to because that 20 minutes is so valuable. But yeah, really my

question is like scaling from that point because I had to close it off. >> Going from that oneonone aspect where Everyone gets one-on-one contact and one-on-one help to be creating more of a community vibe and something that frees up my time and is still as valuable. >> One-on-one like cuz usually oneonone's like you get a 30 minute call or a 1 hour call. It's a little different but it's a service. >> Yeah, exactly. It is oneonone in the aspect that I review their footage and it's oneonone in terms of I send the loom video which

will be about 20 Minutes but yeah not like oneonone things you could do but one thing that just came to mind and I put 4 seconds of thought into this so you could probably put a bit more in >> um was you could just make two tiers have one that's like I don't know a bit cheaper I don't know I'm making this up like 50 bucks and then maybe make the the one with the services more expensive like 200 bucks or something >> and then put everyone that paid 100 Grandfather them into the 200 for

100 do you know what I mean but now when people come in they can choose so a bunch of so not everyone you have to do services for but >> the people you do it for you at least they're paying you more I don't know that's one idea like I know that this this is actually quite common with the with the sports ones cuz the three people I've heard that do this is like a ski coach A skater, a professional skater, a professional skier, and you're doing it with jiu-jitsu, so it makes a lot of

sense. They have tiers, and on one tier, they get video reviews where they'll like review your ski method or you doing tricks on a skateboard. And the other tier, you don't get any of that. And these two communities, if you want to check them out, one's called like, is it HBS? Is it Kirby? You know it. HB the ski Group. Har Ski Academy. That's one of them. The other one's called Skate IQ. And so like there's if you check out these kinds of communities on school, you'll you'll probably see they have quite a lot in

common with you. Um and I don't know how much MRI you're making either, but like >> 10 grand a month, right? 100 people at 100. >> Yeah. Around there. >> Okay. Yeah. So some some of these people are making more and and probably doing less like >> Yeah. I mean I'd love to do less and make more. Yeah. So, like there's some great examples out there. Um, >> does that make sense? >> Yeah, it does. The first thing I tried to do was and then as he said before, like didn't really work is I added

more videos to the classroom section and then I'm checking the views in the videos Like two views. I'm like, okay, no one's actually using this. How do they still like I guess it's cheaper but provide value without just being like, oh, here's more stuff. I guess it's just a cheaper price point. >> Couple ways to skin the cat. Um, I mean, whenever I I hear that someone's doing 101 and then they cap, it means that you are supply constrained. And so, if you have supply and demand and demand goes up, then price goes up. That's

that's Kind of how that works. And so, if you're like, I sold out in a month, then it's like if you took three months and you made it $500 a month, >> um, and you did the exact same thing, you'd make 50 grand a month. >> And at that point, you'd be like, well, now I'm still miserable, but I'm making 50 grand a month. Uh, so there's >> way less miserable then. Yeah, less miserable. Yeah. Um, but you're going to like you can have a what Sam said, which Is basically split the tiers up, continue

to raise this price, and then have the the low tier. Option one. >> Option two is you could you could basically make it um you that is the lower risk. You know, I don't even want to do the other one. Raise your price, add a lower thing, leave it there. >> All right. Sounds pretty good. >> Yeah. >> Thanks, guys. >> Yeah. >> Do you know about this frame by frame analysis thing you can do on school? >> No. What is that? Does anyone know how to do it even? I made the feature and I

forgot how it works. >> That's like the most Sam statement of the day. >> It's such a weird thing, like a niche thing. But these guys, the skate guys, the ski guys, they were and even a Rubik's cube solver, right? They need micro like split frame analysis and you Can do it on school. I just don't know how. So >> that's the skate IQ, guys. Okay, I will. It's the normal keyboard thing that you would press if you were trying to do it. I just don't know what that is because I've never done it. But

>> YouTube's point >> period. >> So that's a good place to start probably. Yeah. Um but it can it if you're breaking down things that move Really fast like Rubik's cube or skiing or skating and I'm guessing this would be useful for you too. Yeah, you can do it. And it makes it really easy to because what these guys do is they record a video of them watching someone's video and going through the frames. It's Is that kind of what you do? >> Yeah, it is similar. >> Okay. Yeah. Yeah. So, you that feature will

probably be very useful for you. >> Yeah, I should try it out. I mean, it's not as fast as Rubik's cubes, but it's still quick. >> Awesome. Thanks so much, guys. And also so I teach Japanese in my community and I've invested a lot in the a lot in the when the community aspect of it and I created like well I created the thing is my the members think think that the members concepts created uh clubs, right? Like the manga club, the anime club, they hang out together and they Read in Japanese, they watch series

in Japanese and they uh answer questions and study with that. So, uh the thing is that I have leaders for those clubs, the same members, and I would like them to be able to create classrooms, but I don't want to make the admins. I want them to be moderators, but if they are moderators, they can't create classrooms. and they they are very limited. So, I was wondering if there's a way to uh customize the permissions I Can give to members, not just the set ones. Yeah. I mean, we could just make it so moderators can

add causes, but maybe not delete them, right? Would that work? >> Yeah. >> Yeah. Because I think the problem is with them deleting them because like people don't want to give their mods too much power, but there's not a you can't do a lot of damage adding So, it's an easy change. I'll forget About it in 10 minutes. So, you should tell me make sure I write it down. But that's an easy change for us to make and I think it would I don't I don't see why we shouldn't do that. >> And the last

question. So, there are categories right in the in the forum in the community and you can pin comments right like uh posts. But if I pin a post, it's pinned uh everywhere like in the all section. >> Oh yeah. >> So people by default they they use the old one like they don't go to the categories and then they only see the posts in uh a given category. They are always in the old side of it. >> And I would like to be able to ping comments by category. So if you go to all and

I have >> pin posts. >> Yeah. Post posts. >> You see how what you just said doesn't make a ton of sense, right? because you Know we used to allow you to do this but like if no one goes to the categories then what's the point you know >> so for example for the clubs uh if somebody wants to only see the stuff for the club like >> yeah they can go to the club thing and they can see the important stuff for the club but if they go to all they can see like for

example the latest news or whatever. Um, oh, we had this before and it just confused the [ __ ] out of everyone. Like we we used to have the feature. It was like pin to category, but then people were like they'd have no pin posts on all, but they would have pinned them in other places and they forgot and they're like, "This is [ __ ] I can't add a new pin post. It says I've already got three." But yeah. Um, Unless we can find a better way. Ask me about it later. >> Okay. >>

I don't know. Does anyone else Has anyone else ever even thought about wanting this? School's already too complicated, man. Like things like that get real complicated all of a sudden cuz you know a lot of you how you used to be able to hide a pin post. That blew everyone's mind because they were like I've hit my Max pin post and then everyone would be like it's because you hit it. They were like what? Where? >> That was one of those features that we removed and no one said anything. nothing. I was like, "Holy shit."

No one even knew that you could do that. And if they were hiding it, it was an accident. Cuz we were seeing the usage. We're like, "People are using it." But but those were the cause of all the problems. So like we took it away. No One said anything and all the support tickets and all the problems that just disappeared. It was honestly kind of amazing. And the pin c the pin to category one was exactly the same. You know, it was when we heard about it was a problem because they didn't know what they

did if that makes sense. And then we took it away and it just got better. Yeah. I mean, it's a niche thing to want and it makes bit more complicated. We Got to be careful with those things, you know. >> Thank you. >> I've got a question on conversion. Um, I run a community frisbee. Frisbee, that's right. >> Um, I've done sales calls in the past, done DM flows, done direct to about page. I feel like I've yet to find the one conversion mechanism to just go all in on and just drive traffic hard to

that one thing. I know at ACQ you guys Do calls for your workshops, some direct to about or CTAs, etc. Do you have any advice on when you know the right conversion mechanism is the right one? >> Depends on the price. >> $49 low ticket, $200. >> Usually something like that is you'll push to the about page because you want to for something that that that's that price point. Usually won't have an automated conversion or a manyhat kind of flow, but either of those things are Going to be automated, I think, to get people to

the 200. Some people will self- select, but that's where if you had like a that's where I would put the call to just nudge people in the 200 if it's a good fit for them. And so it doubles as both an onboarding and a sales call. And so that way you can pretty much ROI it from a cost perspective because it'll either decrease turn on the low one or it'll increase ascensions. But both ways LTV Goes up. It's a very >> Instagram, right? >> Yeah, Instagram and YouTube. Yep. Right now I've got pretty much that.

Instagram, the best thing we can see is like or like mini chat >> and then just goes to the about page. >> Yeah. >> Yeah. >> Um I guess aside on that with lead magnets, I know for your lead magnet, Alex, um you've got the core booking Page underneath the >> scaling road map. >> The scaling road map. >> Um >> do you recommend that? >> Obviously. Yeah, >> you would hope so, right? >> It's terrible idea. Definitely don't do it. >> Um, is lunch ready? Cool. We've got the whole day, by the way. This

is just some fancy thing where I've got a stage and [ __ ] but like there's a whole day to talk about this kind of stuff. Um, so let's get some lunch.