13 Years of Marketing Advice in 85 Mins

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I've been marketing for 13 years.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I built and sold nine companies.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I sold my last company for $46 .2 million to American Pacific Group.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I've also written two books on marketing that have sold over a million copies.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Here's 13 years of marketing advice that will make you more money.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Piece of advice number one,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

start with low prices or even gasp free.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The reason that I say that is because if you start there,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then you can go up.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

It's very difficult to come down.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And in the beginning,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you want to get

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

flow through the system.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so it's totally fine to start it free and then start bumping up from there.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I'll give you three quick examples and then I'll show you how to do this tactically.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So when I started my first ever business,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

it was a online personal training business.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

This is 13 plus years ago.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And when I started,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I didn't know anything and I was so afraid to charge people money to begin with.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but I did want them to pay something because I wanted them to be invested because otherwise people

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

don't follow through with their workouts or their nutrition plans,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

et cetera.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I said,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

hey,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Just donate to the charity of your choice,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

whatever charity you want to.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

In exchange,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I will then train you for 12 weeks.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so people would donate,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I think it was $500 or $1 ,000,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

it was their choice,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

to a charity of their selection.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And by doing that,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I actually got my first 13 or so customers just by making posts and DMing

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

people that I knew.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And it didn't feel weird,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

because I was like, hey, I'm doing this kind of nonprofit thing.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I want to help you out if you want to lose weight,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and you can feel good about it,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and it's a write -off.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so we were like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

oh, this is pretty cool.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But the thing is,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that was the first time I ever did it.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then from there,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I said,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He said, huh, would you guys be willing to pay me now after we finish this 12 weeks?

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And a lot of them were like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

sure. I was like, yeah,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'm the charity now.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so after I did a good job,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

they were willing to do that and refer me customers.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The next business that I did this with was Gym Launch when

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I actually started flying out to other gyms.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So I used to do turnarounds,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and I did that for two -plus years where I'd fly out to a gym,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

set up all the pricing,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

do the marketing, all that stuff,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and I did it all for free.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I did it that way because I didn't know how I

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

could sell those gym owners.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

what I, the deal that I made was I only make money if I make sales and

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'll front the cash for the marketing.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So like they took zero risk on and I would do everything,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

including pay for my hotel,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

my flights, my,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

my, my food,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

my rental car,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

everything.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but being able to do that,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

it allowed me to get way more yes's quickly,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

test out the system in 30 plus markets that I had,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which then eventually led me to license in that system to 5 ,000 plus locations.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that was the company that I,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that I sold to APG.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The third time that I did this was when I started my software company,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Allen.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so when I started the company,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like, I need to get some case studies.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I need some testimonials.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I need some stories to show successes,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

right? And so I think a lot of people in the beginning think this is only a beginner thing.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But even if you're a big business owner,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

when you start out a new product or a new division,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

starting with free customers just makes a lot of sense.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And it's for four reasons.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

One is that free customers

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

become customers,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you become paying after the period as long as you do a good job.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So it makes money in one way.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The second way it makes you money is that they'll also refer your customers because you do a great job.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

They'll just send you other people and that can be contingent on why you do it for free for them.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The third is that they'll leave you testimonials and reviews.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So those reviews and those testimonials also you advertise and you can get more customers from them.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then finally,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

whenever you do stuff for free,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I do it in exchange for feedback.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I say, hey, tell me what I could do to make this better.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And again, it's not saying like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

tell me all the ways I suck.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

It's just saying, tell me how I can make this better.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Tell me how I could make it worth it for you to want to stay and continue to pay.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And ideally,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

the easy test of knowing whether or not this works is that they actually

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

stay and pay afterwards.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so it's the easiest way to get going.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

on any new product.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I think so many people start trying to sell stuff too soon without

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

enough proof.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And in the beginning,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you suck.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

That's why it's a new product or new division.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I'd rather not ruin my reputation,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

say I'm giving away for free,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

give the reason is I'm brand new at this thing or I'm trying this new thing out.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that way I'll get a little bit of grace.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then that way I can make the thing better and iterative process much faster with

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

way more people because I'm giving away for free or at cost.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then once I get those massive success stories that they feel like they owe me

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

because I've done a great job.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then I can market those and go at full price.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So here's how you actually do this tactically,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

going from starting at low prices to moving all the way to where you want to be,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which is high prices with big premiums,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

right? And so...

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

What I'd say is after you have your first test case study batch,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

so call it 10 or 20 people depending on the size of your product or your services,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

after that,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

every five,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I just go up by 20%.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so let's say,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, I started at zero and I have a marketing agency.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I might say,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, the next five I'm going to do for a thousand bucks,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

right?

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then from there,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I might say, okay,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

the next five I'm going to do for 1200 bucks.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The next five I'm going to do for 1500 bucks.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so you just keep going up by 20 % until the conversion rate.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

times the price goes down.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So that way you can just calculate the total amount of money made off of X number of sales calls.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And by doing that,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you'll be able to see,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, here's the sweet spot where I sell the most amount of units at the highest potential price.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So my company Gym Launch that I sold for $46 million,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that company,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you know, at its peak before I was selling it,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we were taking home over a million dollars a month in personal income.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But that's what a lot of people think happened the whole time,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but it wasn't like that.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The actual very first business that I started in fitness,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I actually gave away my services for free.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I actually did it as a non -profit for charity so that I could get clients in the door

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and test out whether my stuff actually worked and that I could deliver services.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And when you're having the conversation with those first few people,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

whether you're doing it for free or you're gonna do it for a big discount,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you say, hey,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I plan on going to this price point,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but I'm willing to do it for free in exchange for X,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which is usually a feedback,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

feedback for me,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and a public testimony if you're comfortable doing it.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And by having those two things,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then...

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

One, you guarantee that you get the feedback,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which is the thing you need most,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but you also can get the testimony that you can leverage.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then finally,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you can also tack on a referral if you want to.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Again, I'd say the testimony and the referral should be contingent on you doing a good job.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And you say, hey, if I do a good job,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

would you be willing to do these two things?

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

If they say yes,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then you're good to go.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The fourth one,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which is do they actually want to buy at full price later,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which will be the real test of how good you were.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I think the bottom line here is that when you start out,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you're not that good.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And even if your ego is like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

kind of convincing you that you are good,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which I think is silly.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Just even imagine two years from now that you're going to be much better than you are now.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Well,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that guy is probably way more experienced.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So give that guy a running start by starting free now and then building

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

momentum into it.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I have this saying that I repeat all the time in my team,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which is create flow,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

monetize flow,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then add friction.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so it's like you have to run water through the machine.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

You have to get flow into the system to see where it's going to break so that you know what

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

real actually looks like rather than just trying to get rich on Excel.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The second is the framework that I use for scaling advertising or scaling

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

marketing in any niche.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

More.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Better.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

New.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

When you're starting out,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

more is almost always the answer.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I remember when I was thinking about getting into content,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I paid someone who had made,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you know, a lot more content,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

had a much bigger brand,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and I said, hey, what should I be doing?

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S… Speaker 2 (13 Years of Marketing Advice in 85 Mins)

Like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

what should I do to make my content better?

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S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

And he's like, dude,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

he's like, you don't need to make your content better.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He's like, you're just not making anything.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so what he did was he pulled up his profile on LinkedIn and he pulled up my profile on LinkedIn.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He was like, I posted five times a day.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

You haven't even posted.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then he pulled up Instagram,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and he pulled up my Instagram,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and he's like, I posted two times a day,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you posted once a week.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

man. He's like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, let's pull up YouTube,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then my YouTube.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And he just went platform by platform,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and he showed that he was doing 3X,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

5X, 10X the volume that I was.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And he was like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

dude, you just gotta do more.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that was just like,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I felt embarrassed because I just paid all this money to have someone just look at me and just say,

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S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

do more.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But hopefully I can save you the money and just tell you,

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you probably need to do more.

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S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And the interesting thing about this is that I later on had,

7:27

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

like at the point now when we had maybe,

7:29

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

this is gonna be a year ago,

7:30

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I had five -ish million subscribers across all platforms.

7:33

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I had a friend of mine who's a billionaire who wanted to start getting into personal branding.

7:37

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And he said,

7:37

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

hey man, can you check out my Instagram and see what's going on and why we're

7:41

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

not growing as fast as I want to.

7:43

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I said,

7:44

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

well, before I look at it,

7:45

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like, how many posts a week are you making across all platforms?

7:47

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He's like, oh, got that nailed.

7:48

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He's like, I'm posting once a day.

7:49

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I was like,

7:50

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

dude, I was like,

7:51

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we post 50 plus times a day.

7:53

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

And he was like.

7:55

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

He just was like,

7:56

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you don't need to say any more.

7:57

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I understand.

7:58

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Because he had had enough experience in other realms to know that like,

8:01

S… Speaker 4 (13 Years of Marketing Advice in 85 Mins)

oh,

8:02

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

all of the things in volume that work in sales,

8:05

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that work in customer success,

8:06

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that work in product in terms of iterations,

8:08

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

the same concepts apply to advertising and marketing.

8:11

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Like you just need to do a lot in order to figure out what works so that you

8:15

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

can do better later.

8:17

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Now, what's interesting about this is that this also applies on the paid side.

8:20

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So I remember there was a chiropractor,

8:21

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

chiropractor agency that approached me.

8:23

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

They were doing about two million bucks a year.

8:24

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And he was like,

8:26

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

hey man, I think I've saturated Facebook.

8:28

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I was like,

8:29

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and this is when it was Facebook,

8:30

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

not Meta.

8:31

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I was like,

8:32

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

what do you mean?

8:32

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He's like, I just think I've saturated the chiropractor niche.

8:35

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I was like,

8:36

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

this is a $10 billion a year industry.

8:39

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and you feel like your $2 million per year agency has saturated Facebook.

8:44

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like,

8:45

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

do you know of any chiropractor agencies that exist?

8:48

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He's like, yeah,

8:48

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

there's loads.

8:49

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

It's like, you know,

8:49

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

there's hundreds of them.

8:50

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like, okay.

8:51

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So explain to me why every sale that is keeping all of them in business

8:55

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

is somehow not sales that you should be making.

8:57

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

He was like,

8:59

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

got it.

9:00

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like, right, you're spending $40 ,000 a month when in aggregate all the agencies that

9:04

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

are selling to chiropractors are probably spending $4 million a month.

9:08

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

All of the spend that those businesses are able to make in your market is your

9:12

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

opportunity.

9:12

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Is if you can out -compete them,

9:14

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you can provide better service,

9:15

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you can have longer LTV means you can spend more to acquire the customer than they can.

9:19

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then you can eventually price them out of the marketplace.

9:21

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Because fundamentally paid ads is actually an auction for attention.

9:24

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so people bid against each other for ad space.

9:26

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so if you can out -bid your competition,

9:28

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you can have an ethical monopoly by literally bidding more than everyone else while still

9:32

S… Speaker 4 (13 Years of Marketing Advice in 85 Mins)

making money.

9:33

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that's the crazy thing.

9:34

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that's what fundamentally what you want to build in terms of the mousetrap of your business is how can

9:38

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I make more money from every customer than anyone else does so that I can spend more than anyone else can

9:42

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

to acquire them.

9:43

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I had a portfolio company CEO who's a good marketer come

9:47

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

up to me and he was like,

9:48

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

hey man, I think we really need to scale our ads.

9:50

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I was like,

9:50

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I agree.

9:51

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I was like,

9:53

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

well, how many pieces of creator are you putting out per week?

9:55

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And he's like, oh,

9:56

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

well,

9:57

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I just record once a month.

9:58

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like, okay, fine.

9:59

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Then how many ads are you making?

10:00

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

he was making per session.

10:01

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

He was like, we do about 15.

10:02

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So we do about 15 new ads per month.

10:05

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I just kind of looked at him.

10:06

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was like,

10:07

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

dude, when I was trying to go from your size to five times your size,

10:11

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I was making 35 a week.

10:12

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And like nowadays,

10:14

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we make way more than that in terms of content and in terms of the ads that

10:18

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we do.

10:18

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Like, cause I make ads for school.

10:20

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And then I inform the ads across our portfolio.

10:22

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so the big saying that I have that's like plastered on the wall

10:26

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that actually applies to sales and marketing is volume negates

10:31

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Like if you don't want to rely on luck and rely on one of those ten ads or five ads

10:35

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that you make to be amazing,

10:36

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you just make more ads.

10:38

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And I can't tell you the amount of times that it just reset the bar.

10:41

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that's what I'm hoping to do with this video is like the amount of volume that the people who are ahead of you are doing

10:45

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

is not 2x or 3x more.

10:47

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

It's oftentimes 100x more,

10:49

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

right?

10:50

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Even the 35 times 4,

10:52

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I think 140 pieces,

10:54

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

the guy was making 15.

10:56

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

It was 9x the volume of what he was doing.

10:59

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And some of you guys are making five ads a month or one ad a month and

11:04

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

thinking that that's somehow going to be sufficient to get to your goals.

11:06

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And nowadays,

11:08

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and I'll explain later in this how my whole ad creation process,

11:10

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but just the big headline is that in the very beginning,

11:13

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you just need to do a lot more than you think you do.

11:15

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The second is once you've done more,

11:17

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then at what point do you start shifting to better?

11:20

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And the way that you can figure that out is when the return on effort for

11:24

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

better exceeds one incremental unit of more.

11:27

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

Meaning...

11:29

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

If I've got one sales guy,

11:31

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

if I add a second sales guy,

11:32

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then I think I have a high degree of certainty that I can probably double my sales by doing that.

11:36

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But when you have 10 sales guys,

11:38

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

adding one more sales guy is the same level of effort as adding going from one to two,

11:42

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

going from 10 to 11,

11:43

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but it's only a 10 % increase.

11:45

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so if I can increase the overall throughput of my entire team by 20 %

11:49

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

or 25 % by...

11:51

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

some shell-op rate stuff

11:52

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

or doing a headline split test

11:54

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

or changing CTA's on my ads,

11:56

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then those are things

11:57

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

that would make me more money

11:59

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

per unit of effort.

12:00

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so in the beginning

12:02

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you usually just need to blow

12:03

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

as much volume through there as possible.

12:04

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Thats the create flow,

12:05

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

monetize flow, then ad friction.

12:07

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The

12:07

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The optimization steps really only matter when you have flow going through.

12:11

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so you do more first,

12:13

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then once you're big enough,

12:14

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

better becomes a better return on effort.

12:16

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But once you then go through the better steps,

12:18

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then you usually have to go back to,

12:20

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, how do we do 10 times more than we are now?

12:22

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

How do we go from 10 sales guys to 100 sales guys?

12:25

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that's the thinking that you have to go through in order to start scaling in terms of orders of

12:29

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

magnitude.

12:30

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And when you have so much volume,

12:32

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you're able to iterate so much faster.

12:34

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Like even us recently,

12:35

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we started making more content on YouTube.

12:37

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And we already noticed as a team,

12:40

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we're like, oh, this is awesome.

12:41

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

We're learning so much faster again with like,

12:43

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we're literally putting out four or five videos a week instead of one video a week.

12:47

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so we're learning about headlines and thumbnails.

12:49

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And there's less pressure per video because we're like,

12:51

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

cool, learn that.

12:52

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Let's move on to the next one.

12:53

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so it allows you to just iterate so much faster without getting your ego and your emotions,

12:57

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you know, tied into it.

12:58

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Here's how I do it,

12:59

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

is I ask the question,

13:01

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

what would stop me from 10x 'ing the business right now?

13:04

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And if the answer is nothing,

13:06

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

then we 10x the business.

13:07

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Now,

13:08

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

most times there is something that would break,

13:10

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

like what would break first?

13:11

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so as soon as we identify what is the first thing that would break if we 2x'd,

13:15

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

5x, 10x'd,

13:16

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

we then isolate that thing,

13:17

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

put all of our focus towards fixing it,

13:19

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then we do the increase in volume.

13:22

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And that is how we continue to deconstrain until we go to the next bottleneck,

13:26

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then deconstrain that,

13:27

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then grow into the next bottleneck,

13:28

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

because we have a fundamental belief that all businesses will continue to grow until their point of constraint,

13:32

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then they will grow no further.

13:33

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So you identify the constraint,

13:35

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

relieve the constraint,

13:35

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and allow it to grow again.

13:36

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Growth occurs as an after effect of the inputs you put into the system.

13:40

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Now, once you've done as much as you can,

13:43

S… Speaker 3 (13 Years of Marketing Advice in 85 Mins)

more,

13:43

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and you've done it as well as you can,

13:45

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

better, when you can't do any more,

13:46

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

any better, you start trying something new.

13:50

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The reason that I have new last is because the cost of change of doing

13:54

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

something new is guaranteed,

13:56

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but the return on something new is not.

13:58

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so I like to say that is a big warning for the fact that the vast majority

14:02

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

of entrepreneurs want to spend 80 % of their time on doing new stuff when really they

14:06

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

should spend 90 % of their time doing more and better of what is already working

14:10

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

for them.

14:10

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

The only time you do new stuff is when nothing is working.

14:13

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So when you're starting as an entrepreneur,

14:14

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

everything's new and you keep trying and keep trying until something works.

14:18

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Once it works,

14:19

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you have to unlearn the whole experimentation idea,

14:21

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

and then you have to go,

14:22

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

great, I need to do as much as I possibly can and do it as well as I possibly can.

14:26

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so it's a different mindset that you have to get into,

14:28

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but that's how you start scaling.

14:29

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Now,

14:29

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

what point do you start doing something new?

14:32

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Well, if you've already said,

14:33

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, I can't do more for a very clear reason that there's a big cost.

14:37

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Like sometimes there's a huge incremental cost past a certain barrier.

14:41

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

You're like, okay, I think we really are,

14:43

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you know, let's say you're a local gym.

14:46

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

All right. If you're a local gym and you're spending,

14:48

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

call it $10 ,000 a month on ads,

14:50

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you're reaching every single person in your radius multiple times a week.

14:54

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so that's on one platform.

14:56

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so you're like,

14:57

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, in order for me to scale this,

14:58

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

it's not really about doing.

15:01

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

It's like, I've saturated the crap out of the eyeballs here.

15:04

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Well, that's when doing something new will yield a higher return.

15:08

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so that's when we're like,

15:10

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

okay, maybe I'm gonna start doing an outbound.

15:12

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Or I'll start doing the paid ads, but just on another channel.

15:15

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'll start running YouTube ads.

15:16

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'll start running Google Search Ads.

15:18

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'll start running display

15:21

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'll start, I'll start doing direct mail pieces.

15:23

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'll start radio ads.

15:25

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Like there's a number of things that you could do in terms of other channels,

15:27

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but they would be new.

15:28

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so this is the thought process that I have when I approach that,

15:30

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

which is if you could double the sales of your company and it would take

15:34

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

a year, would you do it?

15:36

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

but you had to wait a year before they doubled?

15:38

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Most people would say yes.

15:39

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

If I said you had to invest,

15:41

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

call it half a year's profits in order to getting your business to double,

15:45

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

would you do it?

15:46

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Yes, that'd probably be a really good return on investment.

15:48

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

If you put half a year's profits and you double the business,

15:51

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

you're getting a 200 % return.

15:52

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

That's awesome, right?

15:52

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

And so the thing is that people start something new and

15:57

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

they spend one month of ad spend and they say,

15:59

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

oh, it didn't work.

16:00

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I lost money.

16:01

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

I'm going to stop.

16:02

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

But the reality is that it's going to take you.

16:04

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

three months, six months,

16:05

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

sometimes 12 months to get that return to actually pay

16:09

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

off.

16:10

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

What I mark is progress,

16:11

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

not the dollar.

16:12

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

So it's like, okay,

16:13

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

first are we getting clicks?

16:14

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Okay, we're getting clicks.

16:16

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Okay, are we getting opt -ins?

16:17

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Okay, we're getting opt -ins.

16:18

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Are the opt -ins we're getting the right type of people that we're looking for?

16:21

S… Speaker 1 (13 Years of Marketing Advice in 85 Mins)

Okay, yes.

13 Years of Marketing Advice in 85 Mins

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