You Need More Volume. Hormozi Hotline. | Ep 957

(soft music) Like when there's so many tactics that you have, they're like, I can make this better. This is something else I could do. It's like just start. And the thing is that you will like by doing, by starting and doing a lot of volume, you will feel the pain of doing a lot of volume with very little output. Then what will happen is you're like, man, if I'm putting all this time into it, I'm going to start getting better. All right, cool. So with that, promotion hotline. Okay, so you're doing 83K a month, right? - Yes, sir. - 83K a month. Ad spend is three K per month. Got it. You're an influencer. Okay, let's say GLP one. Okay, so you're doing, you're doing, God, wait, what's that? Okay, cool. And then your constraint is attribution issue. All right, so, so you're doing 83,000 a month. Good for you. Okay, so what's profit on that right now? - So let's see, I'm like nervous. We came to a scaling workshop and it's not all, it's not all GLP one, but overall our business, let's see, a couple of months ago was the revenue was 8.56 and then 3.89 and then the EBITDA was 5.44. - 8.56 was a few months ago? Or like last year? - The last 12 months. - Okay, God, I was like, girl, what happened? Okay, got it. So you're going up, you're at a $300 million run rate, fine. So what's the issue? So you have your audience, you solicit the audience to go buy GLP one stuff. Do you have an affiliate? So are you basically acting as an affiliate to somebody else? - Correct. I act as an affiliate to lots of different brands. This is the one that we get paid back on the quickest, so that's why we're trying to run ads. But our ads, Meta thinks that we're not converting because we can't actually hook up to their backend. - Word, okay. So you would need, you just need to add, do you have software for ad attribution? - No. - Yeah, just literally hook, like this is a one-time setup. It'll probably cost you between, what's the range for like ad tracking software costs? Yeah, it'll be like, call it like on the low side, like maybe 500 to 1,000, and then it kind of tends to scale up with your, your spend level. So it'll probably be 1,000-ish call it, but sometimes more to get the attribution. So what it'll do is it'll then feed back the data to Facebook so that you can get a conversion mechanism in place and just like shorten the loop. That's like a Google search on YouTube and how to set it up. And most of those, most of those are B2B SaaS. So they'll have some sort of concierge that'll do the setup with you. Like super solve. - Okay, even if I don't own the GLP-1 company. - See, that's a little harder. That's a little harder if you don't own that. Now, they still might be willing to install your Pixel on their page if you're like a big affiliate for them. - Okay, 'cause that's been our internal struggle. - Yeah, I would just ask, I'd be like, hey, I want to spend money to advertise your product. Can you give, can you install my Pixel on your page? A lot of people are willing to do that. If you're going to send me money, it's like, sure. Go for it. - Okay, okay. Is there any other workaround as an influencer? - Well, let me give you one more detail on this. You can have them clone the page, right? So that's not like, you're not getting their data or anything like that. So clone the page and make it Corrine's page, right? So GLP-1/Corrine or whatever. And that page is only for you. And then you install only your Pixel on that page. That way it's not like you're like using their data or something like that. So they'll probably be far more likely to be like, to do that with you. - Okay. - Okay, beyond that though. Yeah, as an influencer. So number one, get the, get the tech stack. Number two, ask the people who you are doing this affiliate stuff. If they'll just clone the page and install the Pixel there so you can spend more money, so you can make them more money. The next thing though, a third door. How big is the company that you're dealing with? - How big? They've been in business for a little over a year, but she's been doing telehealth for 10 years. - Okay, well, I was going for size of revenue. But so what I would suggest doing is saying, hey, I'll make ads for you. And my normal affiliate commission, what's your normal commission percentage? - For them, 40%. - 40, right? Hey, I will do this deal with you where you give me 20% instead of 40. But I'll make ads for you and you can run them. - Okay. - And then they're fronting the cash and you get paid 20%. And then you'll go back and forth. It'll be a negotiation. But at the end of the day, it's free money for you. - Yeah, I don't know if they'll do that because it's like a direct sales company. So if they do it for one person, they have to do it for everyone. - They don't, they don't have to do it for everybody. They can say that it's something that they unlock after you do, you know, you, hey, if you make us $50,000 a month and you have a larger getting following, we'll put money behind ads. - Okay. - I mean, I would do that as a business owner. Like if you have a massive audience of the types of customers that I have, like, sure, like I'll spend the money. And like the beautiful part for you is that you're gonna get your brand more recognized, right? So you're gonna get free exposure. You're gonna get paid to do it. But it makes sense for them because your ads for sure will decrease CAC by more than 20% than their standard, whatever ads they have. - Okay. - Right? So that's, that's door three. Door one is obviously to like just go on the page, get ad tracking set up, and then you can run your ads. That's like, that's the super easy one. - Okay. All right. - Feel like you can do that? - You can do that, yeah. - All right, rock and roll. This was fun. Let's do this again sometime. - Thank you. - You bet. - Yeah, for sure. - All right, dogs are great. Okay, Tashana. I'm an online fitness coach. You get my clients from YouTube. I post one long form in four to five shorts a day. By the way, excellent framing for this. Like everyone model Tashana. How can I scale my business to 10,000 a month? I get about five to 10 leads a month. Okay. So I'm gonna guess that the content itself is not good enough. Number one, and I don't know anything about you. So I literally just saw a tiny little icon. I'm gonna say something that's gonna be borderline, borderline, it'll be borderline. All right. So my team can't stop me. All right. 'Cause there's a lot to deal with. You know what? I won't make this about you. I'll tell you a story. So friend of mine, obviously come from the fitness world. So I know I do something about this. Was in the fitness space and he was, you know, listening to all the people and making content and doing the stuff. And he wasn't as consistent as he should be, but like he was, he was doing stuff. And the big issue when I was talking to him, I was like, bro, you don't look in shape. You're not in shape. And so I don't know if that's your situation. Now you have to like look in the mirror quite literally and be like, do I have a body that people aspire to have? And like, I told, you know, this particular individual, I said, you got to go pro, man. I was like, if you want to be a professional, I was like, you got to look like this is what you do. Like full time, like, like you go and like, this is not, this is not negotiable. And so every business has this type of thing. It's like, if you're a web design business and you have a terrible website, and sometimes it's the big obvious thing. So I'll say, number one, I would look there. Number two, if you're getting five to 10 leads a month and you're making one, was it one long form a day? And then four to five shorts a day, was that what it was? That's a lot. That's a lot of content to only have five to 10 leads a month. So I don't know what your view count is on your videos, but you can, you probably need to make better content. That's like the absolute simplest things. Like you just need to make way better content. Number one, I guess that's number two, get in shape. Number one, number two, make better content. Number three, you might not be soliciting your audience. So one of the easiest things you can do, I mentioned this earlier, is like you can have people just directly DM you on Instagram, and if your content is wholly on YouTube, then you need to direct them to a platform where you can more easily have a conversation, right? Conversions happen, conversations, all right? And so I would say, send them to a calendar or put a calendar link for people to just book a call straight with you. So I don't know how you're collecting leads, but if like an opt-in or something like that, like you can probably just put a straight calendar link on all the places that you make content. So there's five if you're on YouTube. So you've got your profile bio, number one. Number two, you've got your pinned comment underneath of every single one of your videos. Number three, you have your description, which you wanna make sure that it's the first line with the link, with some sort of big reason to why they should click it. Number four is gonna be community posts on YouTube, like you should post your community posts. And number five is you got in video. So a third of the way through a video, you make a quick call to action to whatever it is. It might be like, hey, by the way, if you like this, then you might wanna come, you know, buy more of my stuff or work with me directly, whatever it is. And I would say if you're in the fitness world, then I would make my CTAs around personalization and accountability. It's the number, you know, one in two things that people want when they're trying to lose weight is they wanna be personalized to them and they want accountability. So like, what can someone not get from free internet content? They're not sure if this is right for them or that it's personalized for their specific needs and they want somebody to like call them up and be like, hey, stop being a fatty. All right, they need to hear that, right? That's what they need to hear. I'm not saying that's what you would say, obviously, but they want somebody who's gonna hold them accountable. Okay, so with that being said, let's rock and roll to, let's see if Craig, let's see if Craig will pick up this time. So Craig, walking around with you. - Oh, I like. - What's up, dude? $18,000, $18,000 a month, right? That's where we're at. 18K per month, that's been a zero. Okay, got it. Industry is digital services, you're SEO, got it? - Yes, yeah. - And you're selling to e-commerce? - Yes, we are. - Okay. - We're selling to e-commerce brands trying to, so basically, business is about a year old and my best friend is a really good web developer. We joined forces, started using his network to get clients, so we've done around $285,000 in the last 12 months. Proud to say we've never had a client churn, but we're kind of like a glorified tech support department. So basically, is anyone with a credit card in the past? - What's price point? - Price point, we're basically billing early at the moment. I'm putting together an offer funnel and everything. - Don't do that. - Yeah, it's like. - So what are you billing right now on average? - 50 pounds an hour, say, so like $70 or so. - Right, it's just you and him? - I'm trying to, with one other full-time developer, a few freelancers and everything. So we do offer, we do SEO, we do good web development, TPC, some CRO stuff. It's kind of like we need to really rein in on our ideal avatar, I kind of, I feel a bit silly 'cause you've already shown me what to do. I need to go move my names, get a ton of leads, get our ideal avatar, but yeah. - Well, you do need to change your offer. - All the options to speak to you, so. - You do need to change the offer? - Yeah, yeah. - The offer sucks. - For sure. - Yeah. - We need an offer. - Dude, you're selling to people who are doing 30 to 100,000 a month, right? - Yeah, well, that's the target audience, somewhere a bit smaller, but yeah. - Well, whatever. - I don't know if you just heard, I had Liz, I think. Liz is doing 600,000 a month, doing many chat automation, and she's selling to e-commerce owners doing 25,000 a month, and she's selling 6K a month. - Right, yeah. - You're selling like $100 a month. - Yeah, underpriced. - Yeah, you're wildly underpriced, but we have to tweak the offer and the pricing together. So I would want to say like, can we say like, we'll get, we'll replace 10% or 20% of your traffic with SEO within a year, and our services are, I don't know, starter $2,500, $3,500 a month, just to like get going. - Yeah, yeah, I have an offer. I'm starting to catch on cold outreach if I can run that by you. - Okay. - Yeah, so, I mean, basically, SEO industry is like really commoditized by retainers. So I'm trying to just ramp up cold outreach and basically offer people like a pre-personalized audit as a lead magnet. So I'll show them where their competitors are ranking, where they're ranking and what they're missing out on. So I'm gonna give them a personalized loom sort of showing them where house improved. And then we're gonna do like a 28 day sprint to basically fully optimize the website as much as we can, try and get them as many wins as we can in the first 28 days. - Yeah, I wouldn't use the word audit. - With a guarantee. - Yeah, I wouldn't use the word audit 'cause I think that sounds boring and not fun. So I would say like, look at, like we will find you at least seven revenue opportunities that you can set up within the next three days for free. - Gotcha, okay. - And then you walk them through it. Yeah, way better. You walk them through it and you say, hey, you can do this on your own, turn it over to a web company or we'll do it for you. - Gotcha. And I was thinking like in terms of like a guarantee, I was thinking maybe like we refund sort of 25% or cost like our profit margins, something like that. - Yeah, that's fine. - Yeah, I'm trying to make it more compelling but I think SEO is a tricky industry to sell right now. - Yeah, I mean, the thing is it takes time for SEO to work. - Yeah, well, I mean, we can do a lot in like four weeks and just show them like initial wins and trying, 'cause I'm trying to build the trust because everyone's got a million SEO guys and they're just like, hey, you know. - Can you do, yeah, I heard. Can you like guarantee around rankings? Like we'll get you in the top 10 or the first page or something? - It is tricky because it's like, we could do everything right, Google changes their algorithm and their site goes down. So I try and pitch it as like, we're gonna stack the odds in your favor. But yeah, it's hard to guarantee results, I guess. We could guarantee page speed, but I mean, that's not really the, we all end all of the business. - No. Can you do anything around just traffic? Not necessarily ranks? - I mean, potentially. - Yeah, I mean, I like the seven revenue, like if I'm just keeping it simple, I think seven revenue opportunities, we're gonna unlock these things. This is our price. You don't have to worry about guarantee or anything like that for now. - Gotcha, okay, so just like one time, one time kind of lead magnet, here you go. Hopefully from there, book a call, maybe go into like the sprint. - Yeah, I mean, I would say like, here's what it is. We can implement this in your business. Do you want us to implement your business? Great. And so if you want, have you read the Money Models book? - Yep, yeah, yeah. - Yeah, I would use a wave fee offer for you. - Okay. - So for everyone who's watching online, I'll on this. So a wave fee offer is the last offer, I think in the continuity section. And so when you have a business that like takes time for someone to get started, you do an AB and you say, hey, option one, you keep flexibility, right? And so you say, hey, it's $25,000. And then it's $5,000 a month after that, or I'll waive the 25 and it's $5,000 a month, but you got to stick for a year 'cause it takes time for the SEO to work. And the good news is that if we haven't made progress within the 90 days, you can get out. That would be my like second outdoor. Cool, like that way. So you don't feel like you're going to like, but in 90 days, if we haven't, like you know what to insert here, but if we have an X within 90 days, then we'll let you out of the contract. So instead of the guarantee is that we can let you out of the contract without having to pay the waive fee exit. But if we hit our thing, then you got to pay that to get out because that would have been the flexibility price. - Okay, got you. - Cool. - That makes a lot of sense. I appreciate it, yeah. - Okay. - Cool. All right. And just to take a second, I just, I always thought if we ever spoke, I just want to thank you for everything that you and Trevor have done and for drilling everything down into a way that we can all understand. 'Cause yeah, when it's like, when I'm overwhelmed and I'm overthinking, it really helps so much to be reminded of that equation at the end of the day. - Well, I'm happy to hear it, man. - Yeah, thank you, man. You're awesome. - All right, all you. - All right. - All right, see ya. - For everyone online, talking about page 153 inside the offer, excuse me, money models book. All right, so this is the last part of the continuity offers. That's the waive fee structure I was just talking about. Okay, let's get kooky with it. Okay, albus tube. I have a beauty salon in Romania. Most money come in from permanent hair removal. The rest of people pay me rent. How can I scale it? Okay, permanent hair removal. Oh, Jesus. I was thinking, like, I was thinking, like, I was like, who is paid for this? Body hair, got it. Okay, how can I scale it? I find it difficult to get customers and my costs are high. Okay, I mean, I'm gonna guess that you're, I'm not sure if you're running ads. You might be mispriced, but usually like, this is something that I call pseudo medical, which is one of my favorite spaces to be in because you have so much pricing power. So I don't know the rules in Romania. I don't know if they're like super tough to do pseudo medical type procedures there. And I probably won't try and translate US prices to you guys, but like, I'm guessing, I'll just do a relative. So the cost of a generic haircut here is probably somewhere in the neighborhood of like $75 if it's like the commoditized haircut price. And the cost of laser hair removal for a package, we'll call it like six to eight, will usually be like $2,500. And so maybe you can make that appropriate difference. And so if you're looking at your price points compared to like your hair stuff that you do, compared to your removal stuff, that might give you an idea of maybe that you're mispriced within Romania. Secondarily, I think this is a, it's super visual in terms of the nature of what you sell in terms of before and afters. And so I think organic Instagram for sure will be like monster for you. And given how small Romania is, I think that that actually might work pretty well. So I would go organic first with before and afters. That's like easy to do. Google AdSense will be the second thing in terms of speed. Well, Google AdSense will be faster than posting. And then the third is that I would run Meta ads. That would be my like three pronged approach. It's like, we probably have to change the price. You probably need to sell bundles, not sessions. You need to make sure that your price appropriately. And then give it all of that. Then we use those three marketing strategies. Cool. All right. Six caller is Crystal. Welcome Crystal to Hermosie Hotline. We are hot. - Okay. - Hey, what's going on? - Woo-hoo. Oh, hi. Sorry, it's watching you on YouTube. - Well, I appreciate it. - Hello from White. - Hello from Vegas. All right, so you're 33K month. Okay. Got it. All right, ad spend is zero. Got it. Real estate is the niche. Okay, Oahu luxury homes. Okay, real estate luxury. Got it. Offer is buy, sell for high net worth. Okay. So you are an agent, right? Or you're brokerage? - Yes. Yep. - Okay. Are you a brokerage too? Or just an agent? - Oh, just an agent. - Okay. And I said just that sounded diminutive. I didn't mean it like that. So congratulations. (laughs) - Oh, let me see how it's like. Where are the words? Okay. So the train is needs funnel and a clear hook. I'm sure fires or sellers can share the same offer. Okay. So you want to sell more houses, right? - Yes. So if I'm on track for 25 million this year, but I want to get to 50 million. - Okay. So what do you do right now to get leads? - It's all referrals and a couple of times a month I go live on Facebook. I was doing it more consistently and I would get leads that way, but it's mainly referral based. - Okay. So when you did go live more consistently, what do you got leads that way? - A few. Yeah. Like this year I picked up 10 million in sales from that one Facebook video. - Well, what do you think I'm going to say? - Do more of going live. - Yeah. That seemed to work pretty good. So you did 10 million sales. Your commission's what? Call it 3% on average between bond and sell. - Yes. - Okay. Cool. So you made $300,000 off of the lives that you did. How many lives would you say you did? - Usually only two a month. I used to go live every Thursday for four years straight. - Okay. So two a month. And let's just say that that's what you did the year that you did the extra 10 million. Does that sound accurate? - Yes. - Okay. So you did 24 lives and made $300,000. So you made like $13,000 per live. - Yeah. So that's good math. - That feels worth it, right? - Yeah. Cause it's pretty easy and fun. I just hop on, do a house tour, then hop off. - Yeah. So what if we did that? Or how many houses hypothetically could you do that for per week? I want to say max, not like, let's start from where you were to like, what would be the maximum amount of those that you could do? - The max would be, I mean, if I really hustled probably 20 would be like moving-- - Per month? - With my schedule. - 20 per month? - Oh, I thought you meant per week. - Oh, per week. No, that's even better. That's even better. - I could do five per week. I could do five per week. - No, but I liked the 20 per week. That sounded so much better. How about this? We'll do this. Do phase one of this. So do five a week, one a day, do the sexiest one. All right, the one that's the most banger that you could walk through. Do that for six months. And then at that point, decide where you want to go from five to 10. And again, remember, the things is that you're operating from the perspective that you have the existing resources that you currently have to make that decision. But that's not what's going to happen in six months from now. Because if the same math held, right, then that would mean that you would be able to accelerate. Let's assume that your half is efficient with these ones because you're doing more of them, whatever. All right, let's just assume half. So you're making, call it $6,500 per, let's even go less than that, $5,000 per. Okay, so if you did that, then you're gonna make $5,000 five times per week. So 25,000 a week comes in extra, $100,000 a month, $1.2 million per year. Extra in commissions. So that would triple. Now you'd go from $33,000 a month to $133,000 a month. So you would quadruple your business if you just did that. And that's at a one-third efficiency of your current lives. - Gotcha. Does it matter that I don't have, 'cause I'm learning so much with your content? I signed up during the book launch. - Yeah. - To the ACQ group. I don't, it's not like I'm doing a specific cook or anything, I'm literally just hopping on, doing a house tour, saying some things about Hawaii, and then hopping off, so it's not very strategic. - Phase one is do it. Phase two is once you do it, you'll realize which ones work better, and then you'll start getting better. - Okay, gotcha. - Because here's what ends up happening. You'll commit to the action, if I'm gonna do it, and then all of a sudden you're like, well shoot, I'm spending all this time doing this, I might as well take 20 minutes to just look at good hooks to start with. And then the next week or two, you'll start with good hooks, and then you'll do it, and be like, oh my God, this is so much better. And then you'll think, man, that was just with 20 minutes. I wonder if I spent an hour a week just prepping a little bit more for each of these, and all of a sudden you'll get even more. And then this is how you get in the game. - That's it, that's it, that's it. Can I ask one more question? - Go for it, go for it. - I don't know, I got it. How would I document, because yesterday's workshop was so good, document the aspirational achievements, you know? - For you, it's already done, it's already done for you. The houses do the work. - Oh, interesting, and then into that pyramid, like am I solution aware, or am I product aware? Like I wasn't sure where I fell in that. - So I think for you, again, like you showing sick houses is going to be like, I just, I don't even wanna get into that stuff for you right now. Like, the reason that there are so many real estate reality shows is because people like looking at nice houses. Now, the difficulty of what's going to happen, so let me just play out what's going to happen next, is that if you do this and you're consistent, you're gonna get a lot of people who start following you, 'cause people in general, people who are broke and people who are rich like looking at nice houses. That's why those work as shows, 'cause broke people look at them too, right? So, we just need to make sure that when you start getting these leads, 'cause the next year you're gonna overwhelm, like the next call we would have, if we were to fast forward this to three months from now, 'cause you're like, oh my god, it worked, but it worked too well, and I've got too many leads that are broke versus the ones that are good, right? And so then we're gonna have to put a little bit of a triage process in place, and at that point, though, your sales commission should already have gone up by a decent amount, and then you can afford somebody to just work your DMs for you. - Okay, gotcha. - Cool? - I'm fine, yep. - And next thing is, you can have somebody overseas do that, so you don't even have to like, that's not gonna be a super high expense, you can pay 500,000 bucks a month and have a full-time VA who's trained on a simple six or seven question script. Very easy. - Do I go live on Facebook or IG? - Both. - Okay, gotta figure that out. I've never gone live on IG. - I promise it's one, it's one Google search away. It's one Google search away. (laughing) - I know. - Cool? Yeah, like, you can quadruple your business by doing one thing every day. I feel like we should just do that. - Okay, I love this, 'cause I was trying to figure out what one thing to do, so this is very helpful. - This is a good one thing, 'cause I feel very confident in this one thing, cool? - Okay, thank you, I'll talk to you again in a few months. - All right, you bet. - Yup, you're welcome. - All right. - Thanks guys. - You bet, bye bye. - Take care, bye. - This is a great question that Crystal just brought up by the way, everybody. Like, when there's so many tactics that you have, that you're like, "I can make this better, "this is something else I could do," it's like, just start. And the thing is that you will like, by doing, by starting and doing a lot of volume, you will feel the pain of doing a lot of volume with very little output. Then what will happen is you're like, "Man, if I'm putting all this time into it, "I'm gonna start getting better." And so, most people try to like, they have this fallacy of the perfect pick. Like, I have to make the perfect thing or it's not worth it. It's like, no, like, start. Realize that it's gonna suck because you're putting all this time into it. And then, you will be pulled, because you've already made the commitment and you keep your commitments to yourself, you'll feel pulled to get more efficient at the thing. And then, Crystal, for example, will start listening to more and more of my content-related stuff and be like, "Okay, I'm gonna start working on these hooks "to make them work better." I'm gonna start, people seem to like the outside of the house more than if I start with the inside of the house, or maybe they like the view first, rather than, you know, the bathroom, whatever. Like, she'll figure out, and Crystal, if you're still watching this, what I would recommend doing is that when you have your lives, like, there's so many content agencies, again, this is a little bit of an investment for you, but like, there's so many content agencies that'll just clip portions, especially if it's like tours and stuff. And then, you can do trial reels that you can post up to five a day for the same reel, where I would be like, "Okay, let me start with, you know, "different first three seconds." So, I'm gonna start with the outside of the house. I'm gonna start with walking the front door. I'm gonna start with the view. I'm gonna start it with, you know, the amenities or whatever it is, and maybe a different verbal and visual hook. And then, once you have those five, you take the best one, you post it to your main page. Okay, Jack, how can I hot leads for High-Ticket Executive Clarity Service? It's a science-based service involving photography. Science-based service involving photography. I'll bet you, man, like, you'll get way more leads if people can understand what you do. Like, I'm just being super real, like, explain it to a five-year-old. Like, I take pictures of your face that make you look better and get you higher responses to your resume outreach. So, it's just like, I'm relatively confused by what you do, and I think that if I'm confused, and I look at a lot of different businesses, prospects will also be confused. And so, I think this is a messaging issue right off the bat, which is just make it very, like, be clear, not clever. Like, that is like, that is the issue. Be clear, not clever. Yeah, and that's what I would do. And then, from there, you're gonna have to let more people know about your stuff. So, you're gonna have to either pick outreach, or pick content, or pick ads. My recommendation, especially if you wanna be a thought leader, is gonna probably be on the content side. That's where the attention is. And so, I would start demonstrating the highest degree possible, SPCL, which is what I started this whole thing with. And if you can't do it for yourself, then you wanna use or borrow the status of the people that you're helping.