I went from $1000 – $100M in Sales in 44 months…this is how I did it. [EXACT PROCESS]

Summary

• I turned $1,036 into $112 million in 44 months using four acquisition frameworks.
• You can easily solve your lead generation problem by learning to run Facebook lead ads and connecting them to Google Sheets via Zapier.
• There are simple steps to creating your own lead generation framework including targeting the right audience and offering something free in exchange for contact details.
• The key to scaling is client-financed acquisition: ensure the cash you make in the first 30 days exceeds the cost of acquiring two customers and fulfilling their orders.
• To make irresistible offers, frame them so customers feel foolish for not taking them. This can involve discounts, bonuses, scarcity tactics, and unique, compelling names for your promotions.
• There are six traffic sources to tap into for customer acquisition: paid media, earned media, owned media, outbound, affiliates/partners, and referrals.
• To increase a customer's lifetime value, focus on raising prices, reducing fulfillment costs, increasing the number of purchases, upselling, downselling, and cross-selling.
• Competing against free offers can be done effectively by emphasizing the speed and convenience of your paid offer, as fast beats free in value perception.
• Referrals are a powerful, often underutilized source of new customers. Create a referral system that incentivizes current customers to bring in new ones.
• Know the math behind your business, focus on creating compelling offers, manage traffic sources effectively, and make your customers more valuable to outspend the competition.
• Understanding your Lifetime Gross Profit (LTGP) per customer is crucial as it dictates how much you can afford to spend on customer acquisition.
• Structuring your business to maximize LTGP will make it possible to use any acquisition channel and dominate the market.

Video

How To Take Action

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Quotes by Alex Hormozi

"The business owner that can make his clients more valuable to his business than his competition wins"

– Alex Hormozi

"Fast beats free"

– Alex Hormozi

"Every lever that I pull in a business to make way more money for a customer"

– Alex Hormozi

"I'm not trying to outspend everyone, I'm trying to make this human being more valuable to me than anyone else"

– Alex Hormozi

"The only thing that beats free is speed"

– Alex Hormozi

Full Transcript

my very sexy headline how i turned 1036 dollars into 112 million 496 422 in revenue in over 44 months using four unique acquisition frameworks would you guys want to know what those are okay cool quick writer downer does everyone here own their own legion and you know how to generate your own leads everyone does no okay someone doesn't so i'm going to give you four steps really quickly before i even get into this presentation because this is i would say these are frameworks that you can immediately use and um with the presentation that was given just uh mr burton about how to capture leads and whatnot you're gonna need traffic right and so i'm gonna show you the things that we've used uh very very successfully to get more traffic but before you do that this is something that you can do in less than 15 minutes and pretty much solve your lead gen problem uh right now you can google number one you can put it to somebody in your company how to run a facebook lead ad probably seven minutes number two how to connect facebook lead ad to google sheets via zapier number three give away something free and then target the audience that you want if you don't know how to target the audience that you want take your existing customer list google how to set up a facebook lookalike audience and then run it to that audience that's it like yeah google number one how to run a facebook lead ad google number two how to connect facebook lead ads to google sheets with zapier z-a-p-i-e-r number three you're going to target your either local audience or whatever audience it is that you use if it's not local then you'll upload a customer list if you don't know how to do that that would be video number four which is how to create a look like audience on facebook and then number five give them something for free in exchange for their phone number that's it you can get leads you're welcome it'll take you 60 minutes and this by the way is what every third-party legion company is doing and they charge you five times more for that process they also pay someone and just from a belief standpoint every single i know all the guys in that space the guy's pushing the buttons they train in less than seven days with two hours of videos and they're paid under 15 bucks an hour this is not hard stuff people just don't know how to do it and now it's very easy and it's all on youtube cool because that's the that's like the really button clicky stuff i wasn't going to stand up here and be like all right connect here and i think that'd be a waste everyone's time so this is going to be the stuff that's going to make the return on that significantly higher is that cool all right awesome yeah 112 million that was cool all right so um using the four frameworks we're able to double down again and again so that literally was my bank account and over the next 44 months we're room will spend 3.1 million in advertising um which gives us a 36-1 lifetime return on advertising um so i don't know what your return on advertising are um but i'm told that's pretty good and so i'll just share stuff that worked well for us okay so that's me co-founder my beautiful wife who's up here being awesome and dealing with me but that was me when i started albert you and i have very similar stories slept on the floor i had no idea what i was doing went to a facebook marketing event literally the week before my gym opened and was like oh so this is how i'll get customers and i was able to actually fill my gym up using that stuff in 2013 and so i was able to scale from zero to six locations in under three years as a kid off cash flow which is pretty neat and then i sold all of those and uh lost everything and that's where my bank account was at the end because the guy that i got into business with was indicted for fraud um and so i had that entire process and then i had nothing again i screenshotted it because i was like i know i'm going to tell the story so um from there because i still was good at running gyms uh we started gym launch my wife and i we went from zero dollars when i took that picture to 2.4 million a month in 18 months we ran 74 net margins on that business very good business um prestige labs went from zero 1.7 in six months the reason i'm telling you the speed on these is because the acquisition stuff i'm gonna share with you all right allen which is went from zero to one point four in six months this is actually my most reconnected recent acquisition we went from 40k to 700 000 a month in 10 months um and so just so you have an idea in terms of different spaces that's b2b licensing this is ecommerce direct to direct to consumer this is agency software um and then this one is a brick and mortar chain of childhood magical experiences the thing is you should see the numbers behind this thing anyhoo so this is what we do now take interest in seven eight multi figure businesses and grow the eggs in three to five years that's what we do the reason that uh this presentation is so cool for me is that i don't usually get to talk about this stuff so i'm pumped about it but what was really cool was during that process we've made over a thousand success stories like a lot like a lot of success stories um using the framework i'm gonna show you create 71 millionaires and counting so very happy about that and so i just want to take you through this the frameworks that we use to scale our companies and this is what we do when we're scaling companies it's the same checklist every time this is what i look at so this should be right for everyone who's either under 100 dollars a month this should help you establish your first reliable acquisition channel what i said in the very beginning that's the tactics google those five videos you'll have lead gen that's that all right but i'll show you how to do it and make way more money from it the second is if you're over a hundred thousand dollars a month how to get your next acquisition channel profitable so you can get your current acquisition to your next acquisition brian asked me to give you some really tactical [ __ ] they can use uh so the four frameworks uh my goal is not to break beliefs or tell stories or motivate anyone i'm going to say the stuff that's like working right now so uh mental rewind was totally a business game of golden bbs and not silver bullets so today my goal is to give you as many golden bbs as possible very candidly there's going to be a lot of things you're going to think about this like a checklist all right you're going to have a hole here there's a pocket of money here a pocket of money here and i just want you to scoop up as many of the ones that make sense to you some of them you already have some of you maybe not but you'll have by the end of the presentation i guarantee you'll have a lot of ways to make more so quick groundwork this is the first thing we do so only two ways to grow a business that is it i start from the top and then we'll break it down from there all right number one is you get more customers seems obvious right this is where everyone looks number two make customers worth more there's no other way that's it get more make them worth more and sometimes simplicity is the ultimate in elegance i think coco chanel said that or aristotle either way it's so cool but since everyone here probably is trying to grow your business that's all we're going to be talking about so four frameworks one get more customers two make more money framework number one the math which is going to be how to acquire customers as a profit who here has a marketing budget you have a marketing budget i will show you how to get rid of that shouldn't have one because if you can spend to acquire customers at a profit as in they are net cash flow positive it means i make money before i even have my credit card due which means it eliminates a acquisition as a bottleneck in your business and b if you don't have capital like you saw my bank account at the beginning of this thing you can compete against anyone still if you have the skill like this is real like you can still crush it right now against people who have way more money because they don't know the game right the game that's happening under everyone's nose so that's the math all right we call that customer client finance acquisition number two is the offer so how to get complete strangers to raise their hands and make offers so good they'd feel stupid saying no all right so i'll show you how like kind of how i said that little ad that's going to break down what we do there number three is of the traffic so once you have those two things in place you know what math you need to hit you know what you're going to give them then we got to go find traffic all right so i'll give you the six traffic sources that exist right now that everyone has access to and my hope is that you'll probably find two or three traffic sources that are in front of you i've got a special page for brad in there so you can look out for that your team can look out for that sorry i'm gonna give you guys homework and then the fourth one is the money right so the whole point here is to make money and i'll show you exactly how we maximize back back end ltv which informs the front end which is why ultimately it's much more of a circle than it is steps so that makes sense we have the math we make our offer go to the traffic we make money which means we update our math and around and around we go all right that's the game plan cool yeah all right rock and roll so if you like childhood pictures this is what i like to draw so you see a lot of doodles in this presentation this is the simple way of seeing it so you got math traffic offer update and then you got the money that you're reeling it in okay quite literally so we're going to start with the math there we go client finance acquisition how to require customers out of profit this is the entire process mapped out don't worry you'll i'll break down each of these steps but this is what it is all right so this is i'm going to show you how to make money with no money which means if you have money you'll be able to do far better than this this is how you do it if you have zero dollars in your bank account right now so if you have less money than your competition or feel like you need to spend or you're spending too much to require customers this is for you this is how you do it so quick definitions real quick cost you require a customer because sometimes i say these quickly and i forget who i'm talking to so cost required customer i say cac all right all costs um required to acquire a new customer advertising payroll media buyer creative team software all that stuff is cost required customer number two cost of goods sold direct cost of fulfillment gross profits the amount of money that is left over after the direct cost of fulfilling so if you had one more customer how much action would you have to pay to fulfill that everything after that is the juice right gross profit payback period the time of period it takes the business to receive the gross profit necessary that it cost them to acquire the customer back right you put a dollar in you get a customer you know tomorrow and then it takes you two months for before you get that cash back in your wallet to spend again all right those are cash conversion cycles i'm going to show you how we do this quickly the more you can condense the cash conversion cycle the faster you can grow all right especially if you don't have funding which i've never had all right and then 30-day cash is something that that's not that i invented it's just something that we track which is the amount of gross profit that i can extract from a new customer in the first 30 days the reason i track this so vehemently is that like many business owners here everyone has access to one thing which is a credit card and so i basically know that i i have 30 days against the clock that i can spend whatever i want and as long as i have it back plus some in 30 days i never have to use my own money to grow so i have all the financing i need and i can grow for free and essentially get my customers to pay for the growth of my business okay so doesn't worry this is the only math equation the entire thing this equation is what has created everything in my life your 30-day cash so this is the plain english of this i have to generate more cash in the first 30 days of running an advertisement than it costs me to acquire two customers and the cost to fulfill both of them cost of acquiring customer and the cost of fulfilling them times two if i can make more than that in the first 30 days off of one customer i can grow unlimited that's how we went from zero to two million zero to two million zero to whatever in six months eight months ten months because it really becomes operational drag not about the acquisition so um and it's a positive cash flow so that entire process while you're growing we're taking cash out every single month while we're growing it's cool cool to experience um and so this allows all of us smaller players who are not bc backed to outspend everyone okay so this is a quick walkthrough i'm drilling this one in because it's really important to understand this concept works so you borrow a hundred dollars from a credit card to a park two customers at fifty dollars each this is a hypothetical two of those customers each spend three hundred dollars with you so you make six hundred bucks now you're up but you still have to fill the customer so cost you fifty dollars each 100 total at the end you have four hundred dollars plus you have two new customers and you can continue to sell those and you have 400 in your bank account what this looks like visually this is how you generate buckets of cash yes all right this is what it looks like visually i'm a big visual guy so zero debt zero money zero customers day zero all right from there we take our little debt there we go 100 and we spend 100 bucks in ads we do exactly what i said in the beginning you're going to get your you're going to run your little ads and you're going to get your opt-ins there we go so they're going to run the ads in front of eyeballs eyeballs are going to get clicks which burton's going to track for us right we're going to get opt-ins we're going to schedule them we're going to they're going show and then we're gonna get sales and there's two of those people so it's visually what i just said i'm just depicting it for you all right and now we have to fill fulfill those people so 600 goes to 500 500 goes to 400 400 goes to my bank account and after the dust settles this is what happens good suspense though right when the dust settles there i am debt free i have 400 in cash and i have two customers that i can now sell whatever the [ __ ] i want for frey that's the game you can add zero subtract zeros but this is what we're doing all right so you have to understand the math before we get into the stuff this is when i doubled down so then you double it down again you do the whole process boom 800 400 goes to fulfillment it's literally just going black on vegas in vegas again and then that was our first round and our second round we doubled the amount of customers the third round we quadruple the amount of customers and a round and round we go if you can execute client finance acquisition until your operations break this will therefore eliminate the need for capital to constrain on your growth i think this is a big deal just like cool i just want to make sure i'm like tracking them okay cool so that's number one the math how to acquire customers as a profit client finance acquisition and there's my little arrow and my check mark it's been a long time making here the check marks work okay the offer how to make offer so good people feel stupid saying no that's the little wormy guy right here got to get the fishies to bite great slime offers how to make off so good people stupid saying no so the problem so right now the first one i said is right now if you spend too much money to our customers or you have a marketing budget or any of those types of things that's your problem if you don't have that problem this might be your problem if your ads aren't converting well all right clicks versus opt-ins like you're like i feel like we're spending but we're not getting [ __ ] right or your sales team has trouble scaling like it's hard to ramp up new guys um they're having trouble closing all that kind of stuff obviously the sales part you've already got covered but a lot of times it's the offer so i just actually had a consulting day yesterday we rewrote the entire offer and i'll give you a couple cool examples that i've done with the companies that i've worked with so to catch fish you need bait for an offer the starting point of any conversation to initiate a transaction with a customer what you are literally providing to them in exchange for their money usually with marketing campaigns it's going to be the number one driver of success what does it do if you do this properly it'll allow you to sell in a vacuum so you don't have price shopping or any of that stuff all right it creates a category of when it forces customers to make a values-based decision instead of a price-based decision lately and i sell days of our time for a hundred grand and like that doesn't make any sense because there's plenty of marketing firms who do a full day for free or a thousand dollars but because it's incomparable they'll do that all right people will pay it so the goal is to decommoditize the offer and if we do this properly we'll increase our click-through rates our ctrs which means of the eyeballs that see it more people to say decide to take one step towards us of the people who take a step towards us more of them think it's interesting and decide to opt in and then not only that once they're on the phone with us because the offer is so compelling more of them say yes and so this is a multiplicative effect and so the translation is more leads more sales higher prices so here's uh two real life examples so when i had my my little gym i struggled to sell a 99 a month boot camp like i could not i couldn't even close people on a free trial it was sad i switched from a 99 a month boot camp to a free six-week challenge and the way that we structured the offer was people would come in they would put 600 down they lost 20 pounds i'd give them the money back but 48 hours after they bought we sell them 300 supplements 21 days after that we'd say hey you want to just win the challenge right now and stay on as a member we'll give you the 600 back as credit towards a membership you want to do that we close 70 to 80 of people on that and so if you follow the money it was just 600 300 12 year 12 month contract my cost of acquisition dropped by a tenth and um we would get 30 to one up front before our membership dues so the reason i was able to open six gyms in three years as a 23-year-old who didn't know [ __ ] about [ __ ] was because i was making so much money in the first 30 days i could open a gym sign a lease and have it completely full on someone else's money before the first client showed up and i had all the payroll staffed and paid for for the next six weeks before the eft kicked in eft is the recurring revenue [ __ ] all right and so it was simply by changing the offer i was i was still using the same platforms i was still the same salesman right but it was changing the offer so many more people clicked so many people more people bought we had so much more cash flow up front and i'll give you seven cool upfront offers that you guys can take home with you here's a different example b2b agency all right so a lot of agencies that are in the lead gen world for small businesses charge like 1500 bucks a month we switch that for the agencies that use our software to pay me once and then only pay me after that if someone shows up we'll generate the lead we'll work the lead will do everything if they show up to the appointment then you pay us how do you not like that right we went from the average agency getting half to one returns on their advertising to getting 11 to 1 returns before their retainer before before they got all the recurring revenue on the back end which means that they would make 11 to 1 in that 30-day cycle they could keep pouring cash in until their constraints were operational and not acquisition based all right so this is these are the actual numbers of this example because i thought this would be relevant for you so if they're spending ten thousand dollars a month this is before and after the same amount of impressions the response rate is what went through the roof it was two and a half times higher percentage of people who responded all right after that you had a higher result of people who are booking there we go look at the difference in appointments same same advertising spend same show rates closing percentage 2.3x because the offer was better so we already have a 2.5 and a 2.3 on this thing let's see how far we can go and the price we quadrupled the price we're from a thousand down then 1500 a month to pay me 4 000 today and that's it you never have to pay me again unless someone shows up but that basically just means we got the first three months up front and then we still got paid two days later when the first person showed up and so the difference was making five thousand dollars up front off your ten thousand dollars announcement to a hundred and twelve thousand dollars up front up front an 11 to 11.2 to one return before the back end kicked in is that like is everyone getting this like this stuff happens now okay so you might think that's so neat but how excellent question so when we're looking at offers there's seven things that i'm looking at so how can i how can i improve this offer so whatever it is if you're the business owners which is why i asked you to raise your hand you have control over this the first thing is what is the promotion it's either going to be free discount or premium all right basically if it's not a free or discount it's premium the second is the core offer which is the main thing it's the steak not the sizzle and i'll get to that i'll explain the difference in a second the bonuses these are the things that are provided in addition to the main thing dude scarcity we have x left and i'll show you how to do these even if you don't have x left and do it morally and ethically all right urgency i'll show you how to configure the offer so it feels like it ends tomorrow even though it may not necessarily end tomorrow but it does in the way that you can position i'll explain how all right guarantee i'll show you how to stack guarantees like if anyone have a guarantee i'll show you how to have multiple guarantees everyone's stack guarantees before very interesting i'll show you how all right and then seven is the magic naming formula so one of the cool things about this is that if you run this play over time it gets tired like the marketplace has seen it before and so i'll show you how to reskin the same thing over and over and over again that's what allows you to get evergreen lead generation so free so quick point on this if i'm starting with a new business i pretty much always start with something free and i do that because the first thing i'm going to do is always create flaw i create flow then i monetize the flow and then i add friction so if you're like man i'm so worried about being overwhelmed with leads i'm like well [ __ ] you all right so so the point is is that typically free offers will convert it five to ten times any other type of offer all right so i'll always start here and then try and use my brain to figure out how can i turn something that's free into something i can get paid for i'm going to give you seven offer structures to show you how to do that there's 19 in total you get the rest of my my book for 10 and this is where i start every business all right so that's free second is discounts one thing that's important to look at with discounts is that there's four different ways of displaying them all right so if you have a discount offer right now that's tired you can redisplay the same thing in different ways so you could say it's x percentage off you could also flip it and say what the absolute amount is off you can say the relative amount so it could be like it's enough to save your entire your entire month's mortgage if yours b to b or b to c um or or it's enough to get a steak dinner once a week in savings right so it's how to display the same thing in different ways right and then the final way is doing is just saying what the price is now versus what it was before all right so it's four different ways you can display a discount and that's what will keep your promotion fresh and then obviously finally is the premium offer um this is you know what i call straight for the jugular this is when you're selling your hundred thousand dollar day um what's interesting about when you do premium offers most of the time you just need to charge way more than you think you should and then these the economics behind this can get really wild because in terms of return on ad spend if i'm selling 100 000 500 000 million dollar things the other people i'm competing against usually aren't selling anything close to those types of prices and so that's how we can get 30 to 150 to 1 returns on advertising on a regular basis because if you looked at 36 to 1 that means half of my advertising has gotten me more than 36 to one return wild right and so it's because we we use premium offers but we layer them after so bring them in free and then we'll upsell them through premium stuff so that's number one number two is the main thing all right the stake most of times when someone is is is working on an offer of some type they've got some sort of service it's really boring and it's not very uh attractive right and so there are four variables to value that we've broken down after looking at this at a lot of times and look at a lot of offers the first is the dream outcome all right so everything on the top side of this equation is stuff that people value they want more of this this is great we try and increase this the bottom side of the equation is stuff that detracts from the experience that makes them less likely to want to buy all right so the time delay effort and sacrifice all right as i've studied as a quick aside as i've studied bigger more successful businesses i noticed that in my beginner days i focused a lot more here on promising more trying to paint this beautiful vision of the future when i look at netflix and amazon and these guys who are trying to make seamless experiences so that thoughts can become you know drones delivering packages that are door is they're trying to eliminate as much effort sacrifice and time as possible for their customers and that is how they're increasing value and so as we've shifted our businesses we focus a lot more on this now than we did here but just something to consider all right i'll give you an example of each one if i'm trying to get brad to give me money i'm probably going to say hey brad let me show you how to do this marketing stuff for lightspeed rather than hey i'm going to get you a six-pack why because for him he values that more and so whatever the thing is that you're selling the audience now for a woman it might be different right but for the avatar painting the dream outcome will increase the value right making sure that that once like it's to compare two different offers right b to b versus b to c once if you're comparing two things in the exact same market that are savings that are satisfying the same need i'll just use weight loss as an example because everyone understands that one then then you kind of move on to the next step in the equation the next is perceived likelihood of achievement so if i have somebody who's a plastic surgeon and they say they can do a tummy tuck and this guy's done this is his first surgery he's ever done you got another guy who's done ten thousand surgeries are you willing to pay more for the guy who's done ten thousand surgeries same surgery it'll actually probably take the guy to ten thousand even less time too because we value the perceived likelihood of achieving our goal right certainty and decreasing risk is something that we value so if you can think about ways that you can decrease the perceived risk in the customer's minds and i'll show you more tactics about that later but if this is where the social proof this is where the testimonials wall this is where the video the video that you have them watch watching the lobby of the of the lady whose life got changed all of that stuff will literally increase the value of what you were selling without having to do anything to it it's simply the perception of the value now that's the top side of the equation that's kind of the easy part i'll make you a lot of money and uh here's all these people that made money too right the bottom side is where it gets interesting so time to life there's two components of time delay to increase the value of the product that you're selling one is the immediate first first outcome so for example um if a girl comes to work out at the gym oh he's weight loss right and she feels better the first day she has she has an immediate value receipt of value right she doesn't look better but she feels better right and so you want to have some sort of first win early but the second piece is how long is it going to really take so and so to hit their goal right if it's going to take them a year if i can get if i can if i can shrink the time horizon then i will increase the value of the product from selling one of the easiest and best ways to make a product more valuable is look at what everyone else can do in a time period and cut it in half and then deliver that it's the easiest thing in the world to sell speed people love speed all right and so if we can shrink the time delay between when they buy and when they get our product becomes more valuable the next one is effort and sacrifice so if i'm if i'm trying to sell suzy q on losing weight and i say you've got two options here right option one is you can give up everything you love you can wake up at four o'clock the morning every day you can be sore as hell you have to eat separately from your family uh you know what i mean all the you know you got to have people laugh at you you got a brisk injury all of that stuff you know by the way it's going to take 12 months maybe right for you to get to where you want to go right or you can just breathe in some gas and wake up skinny which one is she going to pick right reality is that's why the same outcome is 50 000 for one and you got to arm wrestle someone for an hour to get closing for a thousand dollar deal for training or gym membership right it's because the same dream outcome has she knows she's probably not going to show up to the gym so her perceived likelihood of achievement's low she knows it's going to take her [ __ ] forever she's got to give up everything she loves right and she's gonna also have to it's like the only thing she's gonna enjoy is the fact that she feels better and that's it and so if you can look at these four variables within the context of what you are selling you can manipulate these to make the core thing more valuable simply by changing their perception around it so that's the main thing that's the stake right that's the main step that we're offering so first is we're going to try and figure out if we can do some sort of free or discount version the second is we look at the main thing to see if there's ways that we can make the thing more valuable third now notice when you have free or discount you can give away bonuses as part of the free thing and then upsell the core thing right which i'll get to in a minute but the bonuses are things that we've provided in addition to the main thing all right so for example when i used to sell those boot camps i was talking about earlier i was selling 99 month boot camp i was throwing everything i possibly could i was like i'll do your food i'll give you massages i'll drive you home like whatever you want please sign up right what's interesting is that if i just say hey you get the workouts but if you sign up today i'll also give you food preparation instructions and eating out guide you know grocery list i'll give you uh how to you know how to eat on the weekends how to drink alcohol and stay skinny like all of these extra bonuses but only if you sign up today all of a sudden my core offering which is literally the same thing i was doing before is perceived as more valuable and this is what it looks like visually because you make the ask after the core offer right if you're selling and then if they say no or they say need to think about whatever right that's when you start stacking because when someone sits down like the whole time the first thing you present after you've been selling this whole period of time that's what they anchor with so just like there's a price anchor there's a product thinker and so they think in their mind this is what he's been trying to sell me this whole time and so they're going to anchor okay well i tried to compare this price to this product but then what i do is you stack and stack and stack and stack and stack and stack and then all of a sudden the product the bonuses seem like such a steal compared to the thing that i originally mentioned that it's like why be a [ __ ] idiot to not say yes today so when you can stack this stuff it also gives you a really nice way to get around the whole discount thing so rather than rather than be like well let me talk to my manager and get you 10 off it's like well how about we throw this instead let me throw you this instead let me throw you this instead on top right and so that way it gives the sales guys like our guys have a huge vault of private client private access client materials that they can use to close deals and they have street value because they're listed right some extent so you can literally make products put them on your site you might sell it might not doesn't matter the point is that they're perceived as valuable and then you can sell something for two thousand dollars and give them fifteen thousand dollars of prizes whatever upsell the bonuses i have more bonuses there are always more bonuses i have lots of bonuses okay so that's the sizzle right so the steak and then that's the sizzle so if i'm looking at a business the first thing i'm looking at the promotion the next thing is i'm gonna see how i can adjust the stake and make it more valuable see if i can change and alter services around that would cut the time in half decrease the effort that they have to put in increase the likelihood that they think they're gonna achieve it and then right when they're about to make a decision i say oh by the way that's just this big let me tell you about all this other [ __ ] that we're going to do for you and they're like holy crap i'm definitely going to sign up oh by the way i only have two spots left and i have 16 more appointments this week so what do you want to do right and so then we have scarcity all right so there's three ways that i've seen how to do scarcity ethically all right one is if you actually have a limited supply that's awesome right but one of the things you can do is you can have a limited supply of bonuses so you don't have to say you have a limited supply of the core thing i could have limited supply of the bonuses that i'm giving in and i can re-wrap the bonuses in different ways re-skin them put on a new headline or whatever to change make the same thing different which i'll show you is the seventh step of this thing is re-skinning them so that i can pretty much always have limited bonuses that i can always provide scarcity with does that make sense yes okay so those are the scarcity pieces all right urgency this one is probably the one i use more than scarcity to be candid with you all right because i think it's easier to run on a regular basis so just a quick side note the difference between scarcity and urgency is scarcity as a function of units units or quantity urgency is a function of time people want to kind of lop them in together they're different all right so the first one and this is probably the one that i use the most all right is cohort based urgency so it's like hey we've got a new group of clients starting on monday you're not going to miss out we've got a bunch of awesome killers in that group right it's it's thursday right and they're like oh well i don't want to miss that group like yeah you should do it the guys are awesome just get started it just gives you this little nudge now when she signs up if she says no and comes back on monday i'm like you should see the nest group it's good that you missed this room because the next one's even better and it starts on monday right and so you always have this rolling cohort that can happen which you're probably already doing you're just not selling it the next kind of urgency is uh it's name based urgency so this is where you can reskin the same offer and say hey um this this promotion like you should enter promotions every month and just reskin them and then start it so that you just have this false urgency it's not false it's real urgency but it's saying the new year thing ends in our brazilian special foreclosure school ends january 31st well guess what we've got closers for lovers opening in february which then closes february 28th and so it's the same program it's just the promotion is different and the promotion can still even be the same price points you just name it different but that promotion is technically over right so you can happily get around um and use urgency and scarcity to your to your advantage the promotion of pricing and the bonuses themselves each of those to be exploding which leads me to the exploding piece which is the next one this is if there is a way right now where anything in your marketplace is sh is changing it's shifting um this this sounds like crazy if you can get like if you're for example if i was saying you know what it's not about newsfeed ads anymore it's all about inbox leads right because dms on social media you're getting direct to the decision makers and the software that we have does it for eight dollars and 33 cents a day and delivers 13 to 15 fresh leads in your inbox as anybody who responds back right but the thing is a lot of people can get in on this soon so you're going to want to sign up now so you can get a disproportionate amount of the gains right so this exploding opportunity is arbitrage so if you can think of ways that you have your own product and make it into an exploding opportunity it'll create more urgency to take action uh number six this is really cool so most people either don't do guarantees or just do one and they really lame boring guarantee but most people don't do two all right so i'll show you how this works so i got this closed from jason flatland and it's one of my favorite closes of all time and so when he's closing someone if he has her hat ever has a 30-day satisfaction guarantee love her to leave it whatever you want to say you say hey i'm not asking to say yes or no today i'm just asking you to make an informed decision which you can only do on the inside of the program which basically gets them to delay the decision by buying it's [ __ ] awesome and so if you ever have stuff like every single person if you have a 30-day lover to leave a guarantee you can basically get people to you can make them feel safe get them to say no hey would you be opposed to moving forward today i wouldn't be opposed to moving forward today cool because i'm not asking to make a decision right now i'm just saying i just want you to make an informed decision which only do once you start with us right and we can only make this kind of guarantee because we know we're so good at what we do and we know people would say otherwise we wouldn't be in business right right okay cool so let's get started so that guarantee is [ __ ] awesome and so if you can do an under conditional guarantee i would highly highly recommend it here's what's cool you can have an unconditional guarantee that's based on one timeline and then you can have a conditional guarantee that's based on another timeline so it's like not only that and this is the one that you make crazy all right so this is when you say hey not only that if you don't make 10 grand using my software in the first 30 day in the first 60 days i'll give you 10 grand because that's how i know it how good it is but you got to show up to every one of the calls that we have you got to make sure all your payments are on time you've got to xyz the things that are your activation points for your service or product the things that you know will make someone actually successful and then you just bake those right into your conditional guarantee and so they're like wait so if i love her to leave it and you're telling me that 60 days from now like if i don't achieve this crazy result if i do these three things then like that's all you need me to do to buy and there's only two spots left and so when we stack these things you can massively increase the closing percentages for the team and make the offer more compelling from a marketing perspective last one okay magic naming formula so how to name how to use the same offer and rename it reskin it over and over again this is especially important if you if you're in local markets so uh i'll give you i'll give you an interesting one so let's say you've got this this big bundle i was talking about the 360 challenge i told you about earlier right so let's say that that's our that's our original bundle it's fitness and nutrition stuff right then we call it the fall six week challenge then we call it our spring 28 day blueprint then we call it our halloween 42 day detox same exact thing it just keeps it fresh and so that way we don't have to change the operational structure of the business but we can constantly keep the marketing fresh all right okay and that's the uh that's what the magic stands for so it's the magnet which is make a magnetic reason which is why i like having a reason why of some sort it's like it's fall it's spring it's whatever right it's you know my kid lost a tooth it's our fifth year anniversary right which is a great one we just started running a fifth year anniversary ad that's why i'm running this offer and people like oh that's why he's running the office like i ran the offer last month too but now it's our fifth year anniversary right and the thing is is you can be like it's my wife's birthday it's my birthday it's my company's birthday it's like three times a year you already got birthdays so you can give reasons why for it right like you can always i always used to i always tell people think like a fraternity party planner just like you need this much to create to have a party it's like stu got his wisdom teeth out rager right so it's the same idea in terms of reason why okay so we have our magnetic reason we have we announced the avatar so we say who we're looking for so it's you know a little black dress which would prob that would include that would be implied sorry uh bad example uh six week you know guys uh you know lean down i said six week already and then the container would be like takedown or whatever right uh blueprint jumpstart kickstart you know sprint accelerator whatever right the point is that we put these things together now you don't have to have all of them but if you just have these on the back of your mind you'll always be able to spin headlines very quickly and name products and offerings um that will convert those are the seven things that i look at when i'm trying to adjust a business's offer to make the marketing more compelling and get more clicks check number two you guys with me so far we still good all right cause i'm about to show you one of the sexiest things that i have all right so i can guarantee everyone here that you will get more customers from the thing i'm going to show you so yes i guess a couple people moved around in their chairs fantastic this is our pond we have our little our little wormy guy and now we got to put in the pond so we got to find our pawns never go hungry again this is actually the the photo shop uh the ceo is like this is my never go hungry again framework so he has this posted behind his computer so he knows that there's always ways to get more customers you can take a picture of this because this is this is like my holy grail if i ever need more business this is where i go all right so you've got paid media you have earned media you have phone media you have outbound you have affiliates and partners in your referrals and i'll show you the the ways that we use each of these um i've i've done i've done 20 million out of every single one of these boxes except for earns media um so that's actually the one that and i'm just starting doing that now um but the other five or whatever um i've made over 20 million from each so i'll tell you like i'll tell you what we do right now that's working um and so yeah i'm going to show you a lot of [ __ ] here you're probably not gonna like just pick one or two that you actually will do and like if you do that then you can go to the next one like give yourself permission to do the next one if you just do one of them okay so paid media and i've got one for you in this one okay so remember we have our little equation we've got to make more in the first 30 days and it costs two buy two customers and fulfill two customers all right so if you if you don't have an action this is the action for you just spend 100 bucks a day on those lead ads that don't sell you all right if you do this give give yourself a slush fund there we go give yourself a slash fund one of the one of the early marketing mentors that i had told me instead of buying all these courses and coachings and whatever just say whatever amount of money you're willing to blow every month on advertising and then always spend it and that way it'll force you to do it and the thing is is you won't have your ego tied up and you're not gonna be like [ __ ] i suck it's like well i'm supposed to suck i don't know what i'm doing but you will figure it out i promise you if you actually just spend and i just recommend people start 100 bucks a day and you'll start to see some traction you'll watch some more youtube videos and you'll learn a lot faster than all the many many many things that you that are out there okay cool so these are the examples of paid media youtube facebook instagram influencer shoutouts is actually underrated podcast gdn podcast meeting you can get the insert the you can pay the person to basically say commercial like radio uh gdn search radio branded search is a hack that i'll show you in a second that just about everyone here is losing money all right it'll give you like your highest return on advertising so this is our advanced lead generation got a little magnety guy a little promotion then what we do is we give them some offer to liquidate our acquisition costs our upfront cash offer that's how we get all that money back we have two ups we have upsell down cell and every single this this is literally every single offer that i've home runs has been every single one of them has looked just like this and then we feed them in a condo day one two three four that's what we do over and over and over again so i'm gonna give you one cool this is probably this is the thing that i'm most excited about stuff that i love more than anything i literally wrote a book just on this one topic so these are free cash offers so you're like how do i make money if i'm giving something away for free excellent question brad there we go limited free this is an example limited free is someone comes in for xy service that you should always know more about your service than they do and give i don't want to say an incomplete solution but give a solution that's not going to i'll give you a simple example if someone were getting a car wash it would be like the the lowest bare minimum the car is not even gonna look that much better we'll look better but not that much better right or if someone is coming in to work out at the gym or rather if someone's coming to lose weight right i'll say you can have access to our group and we'll give you homework outs while they're at the gym and they're like but like or you can do our super sexy guaranteed results double guaranteed has all these bonuses and it's only this for you right now to start some money you should definitely get into it well guarantee you lose 10 pounds in the first 30 days if you don't we'll keep working you for another 30 days fair enough right and so that is someone someone comes in for something free we give them an inferior offer and then we upsell them the primary offer all right that's what we call limited free by the way you also don't even have to mention the inferior offer because half the time they don't remember more than half the time second one free with deposit that was the thing that i mentioned earlier if you ever have any kind of service that it requires effort on behalf of the customer to get a result anything that's a lot of services right you can market something for free and have that like if you did therapy you did life coaching you did anything that is some sort of like the client has to do something you have to pay for the program and then if they get the outcome or if they do the habits they can get the program free or rebated or credited back to them right towards future services does that make sense it's pretty cool this one [ __ ] kills this one is awesome i'm telling you this one is awesome this was made more money than any offer on this board because what it does is it aligns the customer with the result when they don't have the they use the money's accountability so your client's success scores go through the roof and it's like well marjorie if you lose 22 pounds in your first six weeks working with me are you going to keep you're going to want to come to me for the next 40 and she's like oh absolutely you're like well that's that's why we do the promotion so i'm not worried about giving you six weeks free if i get six years shortly right but if you follow the money from what i said earlier she got six weeks free because we took the money and we credit it against her future rate which you probably put up a little bit and then discounted it off the money that you got does that make sense threes okay giveaways giveaways are awesome the way you do giveaways properly have a first place prize and a second place prize this first place prize is your core offer it's your biggest sexiest most expensive package you do that because then everyone knows the price and you market you are going to give that one away for free and the second place prize is an acceptable discount and absolute value so for example if i was giving away god what services i don't know a year of window washing whatever right and it's the ultra platinum window washing experience whatever underneath of that let's say that was a four thousand dollar deal underneath that i would say second place prize gets six hundred dollars of window washes right you run the promotion you wait four days give them the countdown of when the when the person's gonna get to get called then you announce the winner pick one person everyone else congratulations you won second prize right you can put in the in the thing more than one winner may apply you're completely compliant all right and by doing that you give every single person a 600 off your 4 000 package neat this works really well you want to get leads this works okay free with prepay this is also one of my favorites so if anybody here has uh recurring services or bundled services if you're trying to get upfront cash which is this guy then you can sell like buy three get free and you can double the price for the thing so you're still selling six months up front basically but it's buy three get free for buy six get six whatever and that can go with products or to go with time it doesn't really matter but when you do this though you get so much cash flow up front you can you can pretty much out market all your competition it's very cool and churn on prepaid people is one-fifth of month-to-month people fyi splinter-free so if you have a type of service or work that has to be done in that's the same thing that has to be done multiple times so an example would be a chiropractor or a massage therapist somebody who has this who does the same service over and over again one of the best things to do is just do a splinter free offer which means you pull one of them off right ideally you want to pull one of them off and like tanning is a really good example i'll use that one like if i said i'm going to give you a five day free vip tanning experience person comes in they're super excited we say hey how tan do you want to get i'm going to show you this book of tana be like the chocolate one like okay well you look like vanilla so it's going to take us a lot more than five days to get there so you want to get there cool then why don't we just sign you up for a membership right because you can't tan five days in a row you tend once in five days because otherwise you'll burp because we know more about our service than our customer does so there's a lot of things that your customer wants but they don't know how to get there we can make promotions that in their mind it's like oh it's like five day weight loss it's like no one loses right but in their minds you can then educate them so they're better consumers and then make a better more informed buying decision once kim really understands that she's vanilla and she wants to get the chocolates take more than five days we're already here and you like me because i'm smiling and being nice she'll sign up right and so this offer works very very well you break off one piece same thing like laser hair removal you can't do one session laser hair removal you need all six right there's lots of things like that you can break off one or two and they can't really do that without the other ones that's you give the two for free because you know it'll bring them in and this one this is one of my favorites so for this event for example if i were to do invisible freight what invisible free offer is is i say hey you can come to this event absolutely free but you put your credit card in at the end of the event if you don't think it was worth five grand you just let me know after the first day and i'll i'll send you uh you know we won't bill your card but the upsell that you're selling right there's or you can pay right now for three grand and get all the recordings and and and so you have this thing that's marketed for free the down sell is they sign up for something more expensive right the down sell is they sign up for something more expensive that gets them less right and then you say if you don't think it's worth x y and z then we won't bill you but the requirement of that is you have to show up this works with like webinars too same thing if you if you're worried about people showing up there's also a great way to get people to show up right if you're ever doing like a pitching thing too now they have their credit card like there's different strategies to use this one for like if you wanted everyone to pitch you could down sell everyone into just staying and offloading it so you make the prices closer if you want more people to pay today make the price discrepancy bigger add more bonuses so if it's like 250 and 200 well then i'll wait i'll wait for 250 or 200 and then i get everyone to show up because the only way they can not get billed is by showing up and then you have everyone's captive attention you can pitch your ass off all right this is for brad so this is the easiest hack that everyone in the entire world can do that you probably aren't doing own your damn terms so this is literally on the on the plane today lightspeed lms everybody else is paying for your terms all these guys are they their marketing guys are doing it and you're here right so it's like i got gotta say no to all these guys before i see yours and then everybody who's got an android you're not even coming up right and so it's just like if you just own your brand of terms the return on on ad spend for branded terms is stupid it's like 20 to 40 to one it's crazy and it's so easy to set up google how to set up branded search terms 10 minutes and then you can put all these in and guarantee you like all you do is you send them to a landing page that just says email opt-in phone number like simple because they're already looking for you they're just the lowest low toss leads out there but just make sure that they're seen so it's branded search you're just you're just literally owning your own keywords you say i want to advertise for bradley lightspeed uh lightspeed lms lightspeed training light speed like all the variations of that someone might be searching paid media number one you're like oh [ __ ] don't worry the other ones are faster okay earn media i'll just give you a quick strategy for this most you guys have lists and contacts all right so my recommendation from a strategy perspective is to do a quarterly push i'll just move a little faster for you so when you're doing content like you kill it with content right so the strategy that we see that works is just let them know what you do not a pitch just let hey it's bradley from lightspeed and this is what we do and if you're one of those guys awesome then we have all the value we give and by the way if you're one of those people that has this problem that we solve you should xyz right so you don't lose anything from those people when you do that on a regular basis and then this is what um most people are missing which is a quarterly push all right so that means once a quarter you do a four day blitz on your list and that's where you promote like [ __ ] crazy for four days and they shut it with real scarcity on an offer and that way you can click you can squeeze your list every quarter and most people aren't doing this so if i'm going to go buy a business or buy a piece of a business i'm looking through this checklist that i'm going through right now the offer the client finance acquisition for the math and then what traffic sources we're using and i'm just checking boxes i'm like oh registers let's get it in uh let's do this and i just keep plugging these holes and just like that at the end they triple their acquisition right this is just a checklist all right next one owns media this is actually very similar same concept this is from your followers where you're promoting it and saying it on your podcast here you're saying it's your list that you owe everything else is more or less the same all right the difference here is that this is email list messenger lists sms list blog audience contacts in your phone depending on depending on how many contacts you're from phone this is a really good one right now this is dean jackson's nine word email still one of the best emails like ever written it's called the nine word email because it has nine words in it and it says do you still need help getting that problem solved that's it you email your list that i guarantee you will get people respond back saying yes i do actually still need help solving that problem that you saw nothing else don't get like don't say by the way like nine words are you still struggling with are you still struggling with issue all right outbound just fyi i mean i know you guys are more in the sales sales world but we get ridiculous roi on outbound so we have a 20 outbound team my hack here is to use multiple forms i know that the software does that too but you get way better conversions if you contact on multiple channels all right uh from a strategy perspective really quick uh if you're starting out on this channel i just tell everyone 100 reach out today 100 a day guaranteed you will make more money and i give people six months when i give it six months like it snowballs but i haven't yet to have somebody not kill it within six months if they do that so that's just a simple strategy and it works very very well um these still work because i feel like people have forgotten this i don't know why at least in the marketing world everyone's forgotten about it so it's like blue ocean for us first thing to do is to call your own leads right seems obvious that sometimes people have so many leads i talked to a lot of marketers who've never talked to early system why so first thing to do would be to call your own leads um next uh i spent fifty thousand dollars in like coaching and programs and stuff to like learn outbound didn't use any of it i think the best thing is to just start because every there's enough nuances to every niche it's worth just like you'll figure it out and that's what we ended up doing anyways on our own um and then yeah give it six months and then we put ten to twenty percent of our i said marketing budget even though i said it didn't say but what we currently spend on advertising we put 10 to 20 of that towards outbound not expecting an roi for the first two months and it took like a quarter basically it took like a quarter to roi but now it's about 20 to 1 for us in terms of return which is really good okay all right affiliates and partners all right so if i'd say the ones that i've made the most money from one two lots and lots from these so one of the things that our goal here for this is to get is to be a full integration so a lot of people do like hey talk at my thing or do a webinar with me or do a podcast with me and that stuff's great but i mean it's like you'll see a little blip but i want full integration and so what i try to figure out is who has problems that i can solve so for example if i were going after personal trainers i would go after a software that caters to personal trainers i would find out that the biggest problem that those people have is that the trainers need their first five clients for the software for them to stick because people don't use crms if they don't have c's customers right you can't use the crm so if you don't have customers and so i can say hey mr software guy you've got 14 000 personal trainers and i want to sell stuff to personal trainers i know how to get them clients why don't you send them to me and i'll solve your biggest problem with activation and so the idea is i want to get into their onboarding process the reason prestige labs which is our supplement company which does more revenue than my gym company does is because we use the distribution base and integrated the supplement cell into the onboarding process at every gym that we work with and so when someone when kimberly comes in she buys services but 48 hours later we're doing a nutrition consultation we're selling them supplements and so that all of the marketing has been that all my partners are spending it flows through big and they're happy to do it because they get paid handsomely and i'm happy to do it because i don't have to pay for acquisition now there's two ways that you can use this strategy that i like one of them is what i just said where you integrate where they're doing the promoting and selling your stuff the other way is where you're doing the promoting and selling their stuff where you actually become the affiliate and if you're making if you were if you're not sending too much money away a lot of times it's a lot less work to just be an affair you can get 40 50 of top line revenue that you're sending over someone for none of the work most businesses don't run with 50 margins so if you can get 50 of top line and do none of the fulfillment and you're already paying for the traffic anyways why not and then if that person you're from the business owner also has that list you can you can say you know what i'll refer all those people over just send some people back right and that may sound silly but if you do it on a regular basis people will do it but you have to do it first you have to sell their thing first and then they will return it all right so um can't really see it but for prestige labs we have 4 000 affiliates that are brick and mortar mom and pop shops that sell our products allen is the software that we use we have uh 200 or 400 now 400 agencies that white label our product and then sell it on our behalf and they make tons of money doing it we just make a little piece in all of it right and so it's how can i find ways to make other people money and then integrate so these are the quick strategies and then we'll get to the the six ways to make more money on customers um okay so this is a different example that i'll share with you so uh i was working with a company recently the hybrid for consulting stuff and they they catered a physical therapist and so they were like how can we do this partner integration and i was like well what do you what do all pts sell to every client that who uses physical therapists as a distribution mechanism to get to customers p to b to c they're like well orthotics braces like recovery bands all that stuff it's like right reach out to those companies and say hey give me ten of your guys i'll teach them how to sell your product in exchange for you just sending more of your guys for me to teach them how to sell your product i'll also sell them my product but i'm selling more of your [ __ ] for you people will feed you like tons if you can solve this problem for them so like if if you can because most you guys here know how to sell so a lot of people don't know their clients they have people who don't sell their products you can take their customers teach them how to sell their own product better and then they will feed people to you because you're solving their problem we kill it with this and primary action for anyone here who's an action taker you can do 100 reach out today or just identify the 10 biggest partners and then spend real money to get them like real money you know what i mean send them a tv send them a watch send them something they can't ignore show up at their office and should be like can i plea i just i've got bags of money i want to throw you please please let me just give that light to you because it's just burning a hole in my wallet right and usually people will take that that meeting also if you send if you send letters with like a thousand dollars a day in cash people tend to return the calls you do okay affiliate partners last one referrals and then we'll get to ltv so this is the golden ratio um 30 of our customers still come from referrals our goal is the companies to get the percentage of customers who refer to be greater than percentage of customers who leave if you can achieve this you have limitless growth it's just like the client finest acquisition of customer success if we can get a higher percentage of customers to send us someone than to leave our business will grow with nothing else and so that is our golden ratio so that's the goal with referrals so here are some examples of stuff that we do for incentives i'm going to give you a really sexy one right now so obviously this is the there's the cash one the unlockable bonus is something that's really nifty and so if you have a vip service or some sort of thing that's of value like those bonuses i was talking about like something that's really sizzle right it could be a it could be a software feature it could be a it could be a training it could be a it could be anything that you can think of but especially if it's something that gives status then you say hey they're like what are world those guys got those fancy bands like oh those are just for people who send us other clients who don't hate their friends you hate your friends because you haven't done this anymore i don't know why you hate your friends so much right and so when you do that it's like a it's like a classy way of paying someone without having to pay the cash tickets to events all those types of things work really well for referrals all right do you know anybody who's looking to achieve x that's probably one of the best um outbound openers by the way because then you don't feel like you're spamming someone and they're like you know what [ __ ] my sister i'm the one who needs to lose weight right and then they tell you okay uh cash bonuses integrated yeah and then i would make sure that you have this integrated in the onboarding process i know some of this stuff some of you guys may have heard of but you might still not do them every company that i like i work with they're like yeah yeah right ask for referrals i'm like are you like we've been meaning to like why aren't you where is it in the process right just show me where it is in the process and then we make sure it happens every time and then one of the biggest pieces here that's the last one i'll say about about referrals is from from human psychology as if i if i take brad to the airport right and i do cry out a favor immediately after the favor happens is when brad feels the most positively towards me and i actually feel is the doer of the favor like it wasn't that big of a deal six months later when we look back on that situation i feel like i did brad a huge favor and brad's like there's nothing send me the airport and so that is why people have these weird relationships with businesses sometimes when they leave because what have you done for me lately really sits in the thing is the person who's the doer disproportionately feels like they did more than they actually did so you have two different cognitive biases working against each other and so when you're doing testimonials or referrals the moment you have the activation point that first positive magical moment that you probably have choreographed in your customer onboarding experience that's when you ask does everyone know where like their big magical moment their activation point of like if someone does this then they stay 10 months longer or whatever does everyone know that is if you don't take your longest customers look at what they did in their beginning and then try and model that i'll give you one more does everyone feel like there's a lot of different ways we can get customers now six different pools do they want to have at least one of these that you're not doing that you could immediately just pull cash out of okay good uh most businesses would do very well if they just started up by picking the biggest pile of money in front of them most of us have these big bags of money that are sitting in front of us that we just don't pick up and so what i you know what i end up doing for these companies i just like let's start with this big pile of money and just take 10 minutes on youtube and get creative terms up within by by 5 o'clock today because it takes that long right and then you have leaflet i've lit i've never had less than 20 to 40 increase in number of customers from just doing one of these things i mean that should cover a lot of guys growth for this year all right so we got the math to how to require customers at a profit the offer on how to get complete strangers to say yes because it'd be stupid if they said no because of all the things you made where where to dangle that little double guaranteed super secret double bonus six week whatever in front of the in front of their name and then finally how you become unbeatable all right so this is where the numbers and metrics become really cool this is probably the part that i spent the most time on not because it's long but because it's sexy so how to become a beatle make so much money for a customer that you can use any channel you damn well please does anyone feel like it costs too much to acquire customers one person anyone else feel like it costs too much required customers two people anyone else three people four people five people okay five people this is for you guys everyone else chill the thing is is that eyeballs are never going to get cheaper than they are today think about it they will literally never be cheaper than they are right now and so if you feel like they're expensive now then what is it going to be in five years more expensive i can guarantee you that i will bet everything i have on the fact that basically more expensive five years from now and so this is the only lever that you can pull to be unbeatable so that you can outspend everyone that way you can use all of these channels because if you made a million dollars a deal you could use direct mail and still work use radio nationally and still work because you make so much more per customer right and so as much as this is an acquisition thing the back end informs the front end sometimes when i teach this i go backwards um so let's play a quick money game it really likes money games all right so this is the business genie exercise this is our sample business we get 30 new clients a month one client a day the average client stays with us for three months the price per month is 100 we currently have 100 clients we're at a point of equilibrium that means that we're not going to grow at this rate we're not going to shrink at this rate we're going to stay even we have 20 margins we're doing 10 000 a month which means we're taking home 2000 a month sad face this is our business in this business genie this beautiful icon of a business jd business gin if you will shows up and says i can double one aspect of your business which one would you like it to be it's very it's a niche genius all right option number one i can double the number of new clients that you sign up every month option number one option number two i can double the price of your product or services everything else is the same in all these examples choice number three i can double the number of purchases per customer which do you choose you only get one it's a business it's a business genie all right so do me a favor all right i'll do raise hands on choice number one choice number one this one double number of clients okay choice number two double price of product and services okay number three double the amount of purchases everyone makes all right so we have a really even split which is perfect all right somebody walk through some cool [ __ ] with you so if i double the amount of clients that i have right that i'm coming in then i'm going to go from 30 to 60. the math behind that means that i'm going to go if the business will double eventually right because the churn stays the same it's going to double and it's going to get to 200 clients at 100 a month so i'll make 20 grand the 20 margins is 4 grand so i double the amount of profit did everyone follow me with that yes cool so number three if i double the amount of purchases per customer it works out to the same thing because each customer becomes they buy twice essentially because they're buying two different things from us right so we're an easier way to say this in a recurring business would be you're doubling the lifespan of the customer they're buying twice as many times they go from three months to six months right we'd be cutting churn in half this is a different way of saying it right and so by doing this this has a slight advantage over number one does anyone know what it is you don't have mics i'll tell you what it is the advantage of this one is that your your ltv per customer is twice as high so now i can spend more on the acquisition right and so the point here is i'm making twice as much profit per customer i'm making twice as much profit in each of these scenarios from a business standpoint i'm making the same amount of profit but this is a better business because i'll be able to grow this one more easily now for this example i'm keeping all their variables the same but my marketing cost would be half on this one because i can acquire the same number of customers to get them to stay twice as long does that make sense okay if you double your price you make six times the profit so let me walk you through this if you're at 100 a month and your cost of fulfilling was 80 that's the 20 margin we double that we go to 200 and we're still at 80 to fulfill so we now have 20 and the 100 in profit so now we have six times the amount of profit as we did before and no one [ __ ] pays attention to their prices pricing's everything it's the number one lever on how much money you make so is that cool this is what we're going to talk about this is my probably my favorite subject so that is how important the six levers that i'm going to share with you are so when i said make them worth more it's an increase in lifetime gross profit now people have heard everyone hear the term lifestyle value it's defined a million different ways if you if you google it you'll see six different definitions of it so i will define this for you lifetime gross profit the purple is the juice all right that is what we that is the squeeze that is what we get at the end all right that's the chop that's the gross profit it's not the chop that's that would be not profit but the gross profit is the cost of fulfillment costing goods sold and then what is left over to them pay all the other should we have rent all the other stuff but it comes out of this right gross profit is 50. this isn't a good business by the way this is just an example because it's simple all right so i'm going to use this as kind of the case study for all the examples i'm going to give you and i'm going to show you every lever that i pull in a business to make way more money for a customer all right so in this business the lifetime revenue is 500 lifetime gross profit is 250. everyone's with me great all right so if you don't know how to calculate this in your own business does everyone know what their number is in their business lifetime gross profit per customer for everyone who didn't say yes here's how you do it this is the simple way and then i'll show you what if you have a recurring based business this is the simplest back of napkin way of doing it take the total revenue that you've collected since you started business literally just add up the bank statements times your gross margin we should already hopefully know what your margin is on the on the services you deliver which is like if you do services for example i pay extra hour it takes y hours to to get the result why hours compared to the prices is 20 of the price that makes sense if i sold personal trading and it was 20 an hour and i sold it for 100 bucks i'd have an 80 gross margin is that fast okay thank you so i've got the total money times the margin and then i just divided by the total number of customers i've ever signed up this will underestimate it but i'd always rather round down and then make more money but this will be the closest estimation because if you're like well we're better now than we were before cool that's okay you can always make more money but it's better to underestimate these numbers this is better if you have uh just selling products or like one-time purchases if you have a recurring business or a business where people will buy more often then this is the way you do it same top line the only thing is different is that you divide the bottom uh by total number of churned out customers so like if 900 of my thousand customers have turned then it's going to be divided by 0.9 which basically makes my ltb go up because 10 of my customers still are going to keep paying me does that make sense i know that was kind of complicated but does that kind of make sense i feel like a kinda all right just go with me don't worry all right so here's why this is so important this is probably my favorite quote of my own the business owner that can make his clients more valuable to his business than his competition wins all right i even misquoted myself but that's the idea all right so the idea is not like i'm not trying to outspend everyone i'm trying to make this human being more valuable to me than anyone else so that means that i'll be able to acquire him better than anyone else and so the more i can spend an acquisition the more channels will be opened up to me and then the more depth of the channel i can reach like if i get priced out of facebook when i spend what's like once i go past 300 000 of my audience because it's too expensive to reach the next part then i get priced out right so if i can spend more than i can keep going deeper and deeper into each of the channels that i have on top of that i can also get more depth in the actual market like market penetration because i can still outspend my competition right so if you can only spend a dollar to acquire a customer you'll probably never be in business and so but no one looks at this and like my marketing doesn't work it's probably because your business doesn't work right and that's the issue okay like even facebook which is free makes forty dollars a year on everyone crazy right haven't thought about like two dollars and fifty cents a month goes to facebook for when you log in for selling your eyeballs so this is what it looks like in real time so this is let's say this is a gym owner even though he's got a tiny business thing let's just say it's a gentleman so there's got you know he's got old spice marketing to him he's got he's got equipment manufacturers that's their ltv or ltgp excuse me uh then you've got apparel and then you've got software and then you've got gym launch me marketing against right well i cannot spend all these guys so this is what happens i own all of his eyes his eyes are mine because i can outspend all of them i'll just i'll artificially raise the prices so that they can't bid on his eyes so it's a ethical i don't know ethical it's a legal way to create a monopoly if i could make so much more money than the rest of my competitors then i can own every eyeball that's in my audience because i'll set the cpm so high no one else can bid i'll bid against myself to give them high does that make sense that's like position to [ __ ] you that's what the back end does okay and that's why i refer to lifetime gross profit as the arms race of business like if you have this you have the biggest stick so here's the six ways that i increase lifetime gross profit number one you can increase the price which we did in our little genie example that's just one of them the second one is you can reduce the actual cost of fulfillment and i'll show you some of the ways that we look at number three is you can increase the number of purchases that a customer does number four is you can upsell them which has two different types of upsells one is making something better the other was selling more of the same thing so one is quality one is quantity down sells is the opposite of that so it's poor quality lower quantity or fewer fewer and then six is cross sells so it's what's the adjacent need they're gonna have all right a lot of people just kind of lock cross cells and upsells together and i don't like to i think there's more nuance to them if you can think as you can think in nuance you'll act in new ones you'll be able to think more creatively about the business so increasing price this one's a quick one look at the difference in lifetime revenue and gross profit if i increase the price by 50 i doubled my profit i have this conversation with gym owners all the time on average we increase the recurring revenue by 38 a month the average gym makes 12 and a half percent net margins the average gym is at 129 a month so if i had 38 dollars and they're making 12 and a half i just 3.1x their profit they're like what do i care about 38 bucks i'm like i'm gonna triple your [ __ ] profit that's why that's why this is important so number one if there's a way to increase the perceived value that's what we do the bait the bait the offer all that stuff is so that we can raise the price that we can make more money number one i told this one be quicker they're just more visuals but they're fast fast and easy that's what my wife called me here we go so number one is if you have people in your company that are doing like basic administrative or even semi-skilled work you can outsource it for four dollars an hour to 12 pages and they do a great job just fyi so you can probably cut down your cost of fulfillment for a lot of the services that you sell or products that you sell and by doing that you still increase the margin which increases your lifetime gross profit which allows you to make more and spend more aggressively all right another one that we do uh is tools and software so like subtitle for example i've got this video guy that i paid that i paid that i used to pay to do all this stuff but now we can do other stuff right which is like automatically get the the things captioned get that nice like meme cover and like the progress bar it does it all of that all of that with a click of a button and so it's like well great well then now you have all this other time to do high value stuff rather than do this this kind of stuff design pickle things like that so there's software that can they can take a lot of the high value labor and just automate it technology so if you have tech so like our our our agency software for example makes chat responses you know it increases the chat efficiency of a person by about 100 x all right and so by doing that we make the cost of fulfilling lead nurturing 100th of what it would normally be and so i can sell it at a reasonable rate but it cost me pennies compared to what it cost my competitors and so when you have this type of advantage then i can make ridiculous profits because i'm pricing at market but it costs me nothing and so i have so much more room compared to everyone else and then forecasting if you're in a products business buying wholesale obviously if you have the cash flow we do that a lot on our supplement side just to decrease our description our cost of goods all right so this is what it looks like visually and then that's what it looks like so the top line didn't change but the bottom line did that's the difference this still is an increase in lifetime gross profit check box number three increase number of purchases here we go so number one is decreasing churn which is aka getting people to buy again all right so that is providing a better service doing more activation more onboarding etc number two is increasing the quality of the product next was increase follow-ups for repeat purchases all right so most people right now don't do any of this like there's so many ways to reach people so i told you like there's little pockets of cash right now in your business this is probably a pocket of cash for you just like literally just waiting for you just like okay increasing the follow-up and then finally uh increase client outcome to increase volume uh for rev share that was for you right and so if i can if i can increase the number of purchases effectively if i have a rev share thing then how can i increase the outcomes how can i teach them skills that will make them more money right so that they will in turn pay me more money all right and this is what that looks like so if i'm increasing number of purchases i'm not increasing my margin on a relative basis but on an absolute basis i now have twice as much as i did before is everyone thinking like the purpose of this is so that you can think about your own services and products and think oh that would be an easy thing that i could do right now just make more money right these are all the different ways you can increase the lifetime value of a customer upsells all right so there's two types of upsells number one is you can sell more of something one burger goes to two burgers number two is you can make a better burger you go from a small burger to a big burger or a normal burger to an organic burger whatever two different types of upsells so right now if you have a core service if you're thinking what kind of upsells can i do can i sell more of it can i sell a better version of it those are easy things a lot of times you just survey the customers asking what they want all right so when i'm thinking about upsells number one is units i can sell more web pages if i was selling a web page service now i can sell more types of pages right number two would be like if i'm selling service i can sell it by units of time so i've got units in terms of quantity and i also have time so if i'm trying to upsell for more i think about both of them right so right now if you have different things inside of your business like if you're currently selling support why don't you sell 12 months of support why don't you sell 24 months of support if you're selling one one site why don't we sell a 10 tab website it's units right there's always more units you can sell if you think if you think you're a problem next one is survey says morse this is what it looks like visually boom so now you'll notice again this is the same duration of time they're not staying longer necessarily but we're getting them to buy more of the same thing that's why the margins are the same right i'm going to show you a different example later where the margins are different all right so now this is the second type of upsell which is better all right so you've got let's say normal service and that could give you expert service that's quality right a different version of quality just because i like to give examples is the enhanced burger like i said earlier before that you've got web page design and then you've got web page design that loads really fast speed remember they said the value equation these are the values quality time decrease after preference degrees effort and sacrifice decrease time right those are the things that you're reversing when you're thinking about your upsells right another version of this if you have a slow burger or a fast burger right you can wait 20 minutes for you to get in three it's more valuable right so you can upsell that same with service do you have chat support where do you have phone call support that's an upsell right so that's access and convenience and in the burger example are you are you eating at home or is it getting delivered all right so if i'm thinking about upsells for enhancements that are better you've got quality you've got speed and you've got access and convenience so right now does anyone can anyone think of something they should be upselling that's one of these things in your own business great awesome so pro tip is anyone here competing against somebody who gives their stuff away for free like what you sell sometimes it happens in software so if you're ever competing against a free competitor the only thing that beats free is speed fast beats free if once a year chipotle gives away a free burrito to anyone who dresses like a burrito and if i want to get chipotle on halloween i gotta wait two hours if there was a line next to the free line for ten dollars to buy chipotle i would pay the ten dollars to not get the free burrito and wait people pay for speed so fast speed's free a lot of people think about the components of time for their offers okay with better it's the same concept all right but you'll notice with this upsell i can make much more profit right and so interestingly your upsell can have a lot more profit than your core offer cam right which is pretty nifty i have the numbers over here if you're seeing them in the hypotheticals and so this is a quick pro tip for you as well if you are doing upsells many times you want the upsell price to be five times the core offer price here's why customers are fractal they're 80 20. so it's the pareto principle right and so 20 of my customers one out of five if i want to double my revenue i 5x the price so that one out of five buys my five times higher price and so i double the revenue my business by adding a single upsell but i might have way higher margins on my outsole that i have on my original so i might 2 or 3x or 4x my profit by having that upsell down cells so this is an easy one that [ __ ] no one does um there's two types of down cells the people that we're going to say no that then say yes and the second is people who are going to leave but then stay all right and so think about all these as little golden bb's in the business pro tip for this is if you're if your sales guys for example never sell the the low cost things they get on the phone and the kids like just you have this thing they never sell it we do a we do a we buy you lunch it's the simplest thing in the world we say who's buying lunch today and so if anyone sells our low-cost product because everyone every once in a while you get an unqualified lead you can't buy the real thing right and so whoever sells the the lowest ticket thing that day the lower ticket thing the down sell lunch is bought in that sales guy's honor it worked better than commissions they were just happy to get stick you know steak or grub hub every day and so they just motivate them every morning to try and get to get lunch covered for them so a downsell you have a worse version right you have one on one you can't really see it here and then group right version of whatever the thing you have is the level of support you might have a full suite solution and then you can have a done with you or a do-it-yourself solution so you have different levels of service that you're gonna you're gonna put with it okay and so let's say in this first example someone says no and then says yes so they say no to the core offer so we make no money and now we make an extra and here's what's really cool the down cells oftentimes for us are actually higher margin so we sell stuff that has almost 100 margins for our down cells so even though we make less absolute money we still usually do a pretty decent profit on it right and so and that's natural because they're going to be buying something that is lesser naturally right so you don't want to give something that's like equal or still costs you time and money on a down cell all right so the second one is uh instead of getting them to leave we get them to stay and so we say hey i know you were at this level support we'll let you stay for this now we're going to remove one thing that you don't care about and so you probably have more than one service or feature that you offer remove one and then give it to them at the lesser price that way you can ethically say that you're not charging different rates for different people so make sense which of these things catherine do you hate that you never use this one great knock it off now you can get it at this price because especially like software you'll get a lot better you'll you'll extend the ltv to the customer last one cross-sells everyone talks about these i'll show you a couple cool things with these that we do okay what are all aspects of the customer journey immediately before and after purchasing permit what is their next national need so this is the question so if you're looking at your customer journey what is the thing that they normally do immediately before they start doing business with you and what is the thing that they do immediately after they start doing business with you after they purchase there's usually a next natural thing there's lots of pairings that happen with with sales right there's like you you made them make the decision to do or invest in something right usually there's other stuff that comes as a result of that decision we did the hard work of spending money to acquire the customer getting on the phone doing 16 follow-up calls to get them to close then get the rest the [ __ ] money around them right and so there's two ways to do this number one is you can refer the business out and receive commissions we do this all the time we've made millions in commissions just for sending business that we say hey this is our preferred partner this is who we recommend and just like i told you earlier if i'm sending these guys business they'll send business back right and i'll get paid on it so i'm sending business getting paid and getting customers as of goodwill does that make sense yes okay um number two is that if if it's like a lot of money that you're referring away so for example with the gyms we taught them how to sell supplements i saw i did the math in my head and i was like there's a lot of supplements so let's build that so we decided to build that right the entire business ended that's what um alberto is doing with the mortgages he's doing the bank now because he's referring that business out and at a certain point you look at the math and you're like [ __ ] we should be owning that right we're sitting these guys these guys are making more money on our customers than we are if that's ever the answer these guys are making more money than my customers than i am then that makes sense to do business most times they're not so i might as well just take 30 20 40 commission and not have to deal with a headache but still get all these little revenue streams right i'm an affiliate for like 20 different things that we just get paid for every single month because we would tell them to do it anyways so like susie signs up for the gym well i'm going to tell her well hey they become affiliates of ours for the supplements because they refer the business right but it's like what apparel grants because they're going to be like what things my hands are hard what gloves should i use here's here's my book of all of my affiliate links i'll buy them with you together and just like that we made another 200 on the customer that took no effort right so there are these next natural things that your customers are buying know what they are and then just provide them for them ahead of time and get paid for it so cross sells the simple answer simple simple example burger do you want coke with that right it's different it's not another burger or a better burger or a faster burger it's a coke right if i'm selling fitness it's all fitness would do you want supplements with that yes right next version if i'm selling website design i say hey now that we have your website do you want to get advertising with that hey do you want premium support with that right these are all next natural needs they're going to have do you want ads and premium support and fast cloud service hosting whatever the you know tech stuff whatever more of that stuff right all of these are cross sales that we'll use and so if you can list out the customer needs and think about before and after that's the easiest way to think about it then you'll be able to capture all of this gold in front of you all right and so this is where a lot of the juice is squeezed you go from you know you had 500 revenue 250 in gross profit to you know 520 just by this example right because you have a ton of extra margin of these i think i have an example right here so i don't know if you guys know this i stole this from digital marketer you can actually build an entire business off cross-cells so if your core product doesn't have enough juice in it you can actually mark it down below the competitors give it away for free or at a loss call a loss leader and then upsell the coke and the fries because you know that's where all the profit is right you make the better burger you sell it at cost or below cost and then so you said this is the example you spend a dollar ninety one to get a person to drive through earn 18 cents in gross profit right on the burger but then you make on the two dollar burger sale but you make a dollar fourteen on fries and coke right you're making six times the profit on the upsell so if you know these things about your business and you know that there's an adjacent thing that's way higher margin and easier for you that you're usually just referring it away well hey make sure you're capturing it and b if you're not then bring it in-house so that was the six i'll do i'll do this real quick for you so you can see it and how you make your customers more valuable and be able to use any acquisition channel you download please so that is that is the six of the arms race of lifetime value there we go check box worm guy math traffic offer money those are the four frameworks that we use to go from a thousand dollars to 112 million in sales in 44 months you guys good with a quick wrap-up yeah okay fantastic so i know we covered a lot we talked about the only way to grow a business there's only two get more customers make them worth more right we talk to the four frameworks we got the math how to require customers in a profit the offer how to get complete strangers to raise their hands and give you money uh number three how to never run out of customers because there's unlimited different pools that you can go through and then the money how to become unbeatable on the back end this is the mass framework that i showed you guys earlier hopefully this should now make sense to you in terms of how you can actually make a profit with zero dollars up front on acquiring customers the number one formula that is literally been the base system which i built my acquisition life how it works in a day-to-day basis from day to day today as you're doing this process uh the offer itself right the seven components that i look at uh that i can kind of boost any of the offers i have adding guarantees recycling the you know recycling the naming formula adding urgency adding scarcity uh making the core offer smaller adding the bonuses making sure that the core offers solving the four main value drivers um seeing if i can offer free front end or discount front end so they can attract more customers um the value equation itself we can always use and think back to to make your core thing more valuable there's the visuals for those scarcity urgency guarantees magic naming formula the traffic we talked about this the six different new client sources the boom if you didn't get that picture earlier and then the make them worth more that's the equation that we use for if you have a simple business or a recurring business there's the equations to calculate it and then you can always measure against that we now know how much more powerful pricing is compared to adding more customers we're getting them to buy more both those things are good this is the biggest lever in your business so i showed you six ways to make more money the customer that's the top one six ways to increase ltgp increase price reduce cost increase number of purchases upsells downsides cross sales getting down cells you can either get them to stay longer or just turn to no into a yes from that all the different versions of the cross cells that exist not that you can think of which is always the next adjacent need so let me ask you a quick question let me ask you a slow question do you feel like you could use any of these frameworks yes do you feel like you understand how to acquire customers profitably and grow without capital for those of you who don't have the capital spent do you feel like you could create a more valuable offer that would get more conversions at higher prices now do you feel like you have new client sources that you have neglected and can easily use right now even if you use just a single piece of a single framework to get you more customers or make them worth more would you say our time was well spent yes awesome thank you for having [Applause]