202402120824 Status: #📚 #antilibrary Tags: #reference #marketing #business Links: # $100M Leads ## Metadata * Author: [Alex Hormozi](https://www.amazon.comundefined) * ASIN: B0CFDR3TYV * Reference: https://www.amazon.com/dp/B0CFDR3TYV * [Kindle link](kindle://book?action=open&asin=B0CFDR3TYV) ## Summary [[Alex Hormozi]] breaks down everything he's learned about scaling business through lead generation. Unlike a lot of this schlocky sort of stuff, he's 1. His thinking is clear and concise 2. Got a good reason for doing it (he's generating leads — ie. you) 3. He's not in it (nor advocating) for the quick win 4. He's well researched (quotes [[Richard Feynman]] and [[Charlie Munger]]) 5. He's got good experience to back it up If you want an overview, check the [[100m Leads Playbook]] ## Quotes > “TK” > — [[Author]] #quote ## Core Ideas - [[Engaged Leads]] - [[Lead Magnets (Bar Snacks)]] - [[The Value Equation]] - [[ACA Framework]] - [[The Core Four]] - [[Warm Outreach]] - [[Posting Free Content]] - [[Cold Outreach]] - [[Paid Ads]] - [[More Better New]] - [[The Four Lead Getters]] - [[Customer Referrals]] - [[Employee Advertising (Sales Team)]] - [[Agency Masterclass]] - [[Affiliates]] - [[The Five Step One-page Advertising Plan ]] ## Worth it if… You're looking for a step by step guide to scale a business. And reasons behind why it works. ### Further Reading, Listening, Watching 1. [[Good to Great]] 2. [[Masters-Thiel-Zero to One]] ## Highlights You can only grow your business in two ways:    1) Get more customers   2) Make them worth more — location: [466](kindle://book?action=open&asin=B0CFDR3TYV&location=466) ^ref-10724 --- You get more customers by getting:   1) More Leads   2) Better Leads   3) Cheaper Leads   4) Reliably (think ‘from lots of places’). — location: [471](kindle://book?action=open&asin=B0CFDR3TYV&location=471) ^ref-3931 --- I want to provide value to two types of entrepreneurs. The first is under $1,000,000 per year in profit. My goal is to help you get to $1,000,000 in profit per year (fo’ free) and, in so doing, earn your trust. — location: [494](kindle://book?action=open&asin=B0CFDR3TYV&location=494) ^ref-7626 --- My business model is simple:   1) Provide better free products than the marketplace’s paid products.   2) Earn the trust of entrepreneurs who make over $1,000,000 per year in profit.   3) Invest in those entrepreneurs to fast-track their growth.   4) Help everyone else for free, for good. — location: [512](kindle://book?action=open&asin=B0CFDR3TYV&location=512) ^ref-12705 --- Within the first 12 months, our average portfolio company 1.8x’s revenue and 3.01x’s profits. — location: [524](kindle://book?action=open&asin=B0CFDR3TYV&location=524) ^ref-2165 --- Our average portfolio company who's been with us between 12 and 24 months, 2.3x’s revenue and 4.7x’s profits. — location: [526](kindle://book?action=open&asin=B0CFDR3TYV&location=526) ^ref-45690 --- Section I: You’re about to finish reading it right now. — location: [557](kindle://book?action=open&asin=B0CFDR3TYV&location=557) ^ref-43218 --- Section II: I reveal what makes advertising really work. Most entrepreneurs think about advertising the wrong way. — location: [560](kindle://book?action=open&asin=B0CFDR3TYV&location=560) ^ref-40718 --- Section III: We learn advertising’s “core four.” There are only four ways to get leads. So if there is a most important “how to” section, it’s this one. — location: [564](kindle://book?action=open&asin=B0CFDR3TYV&location=564) ^ref-33515 --- Section IV: We learn how to get other people (customers, employees, agencies, and affiliates) to do it all for you. — location: [566](kindle://book?action=open&asin=B0CFDR3TYV&location=566) ^ref-50002 --- Section V: We wrap up with a one-page advertising plan you can use to get more leads today. — location: [569](kindle://book?action=open&asin=B0CFDR3TYV&location=569) ^ref-32222 --- “If you cannot explain something in simple terms, then you don’t understand it.” - Dr. Richard Feynman, — location: [588](kindle://book?action=open&asin=B0CFDR3TYV&location=588) ^ref-23412 --- a lead is a person you can contact. That’s all. If you bought a list of emails, those are leads. If you get contact information from a website or database, those are leads. The numbers in your phone are leads. People on the street are leads. If you can contact them, they are leads. — location: [617](kindle://book?action=open&asin=B0CFDR3TYV&location=617) ^ref-58652 --- We want engaged leads: people who *show* interest in the stuff you sell. — location: [622](kindle://book?action=open&asin=B0CFDR3TYV&location=622) ^ref-10767 --- you have to give people something they want. — location: [722](kindle://book?action=open&asin=B0CFDR3TYV&location=722) ^ref-28788 --- Lead Magnets Get Leads to Engage — location: [726](kindle://book?action=open&asin=B0CFDR3TYV&location=726) ^ref-24259 --- Offers are what you promise to give in exchange for something of value. — location: [728](kindle://book?action=open&asin=B0CFDR3TYV&location=728) ^ref-26180 --- Often, a business promises to give its product or service in exchange for money. This is a core offer. — location: [728](kindle://book?action=open&asin=B0CFDR3TYV&location=728) ^ref-54322 --- A lead magnet is a complete solution to a narrow problem. It’s typically a lower-cost or free offer to see who is interested in your stuff. And, once solved, it reveals another problem solved by your core offer. This is important because leads interested in lower-cost or free offers now are more likely to buy a related higher-cost offer later. — location: [735](kindle://book?action=open&asin=B0CFDR3TYV&location=735) ^ref-63747 --- Think of it like salty pretzels at a bar. — location: [742](kindle://book?action=open&asin=B0CFDR3TYV&location=742) ^ref-51650 --- The salty pretzels solve the narrow problem of hunger. They also reveal a thirst problem solved by a drink, which they can get, in exchange for money. The pretzels have a cost, but when done right, the drink revenue covers the cost of the pretzels and nets a profit. — location: [742](kindle://book?action=open&asin=B0CFDR3TYV&location=742) ^ref-59613 --- So your lead magnet should be valuable enough on its own that you could charge for it. And, after they get it, they should want more of what you offer. — location: [746](kindle://book?action=open&asin=B0CFDR3TYV&location=746) ^ref-3443 --- A person who pays with their time now is more likely to pay with their money later. — location: [749](kindle://book?action=open&asin=B0CFDR3TYV&location=749) ^ref-44424 --- Seven Steps To Creating an Effective Lead Magnet   Step 1: Figure out the problem you want to solve and who to solve it for   Step 2: Figure out how to solve it   Step 3: Figure out how to deliver it   Step 4: Test what to name it   Step 5: Make it easy to consume   Step 6: Make it darn good   Step 7: Make it easy for them to tell you they want more — location: [755](kindle://book?action=open&asin=B0CFDR3TYV&location=755) ^ref-35821 --- Something to keep in mind before we start - Grand Slam Offers work for free stuff as much or better than they do for paid stuff. — location: [767](kindle://book?action=open&asin=B0CFDR3TYV&location=767) ^ref-63290 --- So make your lead magnet so insanely good people will feel stupid saying no. — location: [768](kindle://book?action=open&asin=B0CFDR3TYV&location=768) ^ref-1811 --- We start by picking a problem that’s narrow and meaningful. Then, solve it. And, like we just learned, when we solve one problem, a new problem reveals itself. — location: [785](kindle://book?action=open&asin=B0CFDR3TYV&location=785) ^ref-16139 --- if we can solve that new problem with our core offer, we’ve got a winner. This is because we solve this new problem in exchange for money. That’s it. Don’t overthink it. — location: [787](kindle://book?action=open&asin=B0CFDR3TYV&location=787) ^ref-18693 --- First, if your audience has a problem they don’t know about, your lead magnet would make them aware of it. Second, you could solve a recurring problem for a short amount of time with a sample or trial of your core offer. Third, you can give them one step in a multi-step process that solves a bigger problem. All three solve one problem and reveal others. — location: [805](kindle://book?action=open&asin=B0CFDR3TYV&location=805) ^ref-17520 --- your three types are: 1) Reveal Problems, 2) Samples and Trials, and 3) One Step Of A Multi-Step Process. — location: [807](kindle://book?action=open&asin=B0CFDR3TYV&location=807) ^ref-20125 --- 1) Reveal Their Problem. Think “diagnosis.” These lead magnets work great when they reveal problems that get worse the longer you wait. — location: [810](kindle://book?action=open&asin=B0CFDR3TYV&location=810) ^ref-29662 --- You give full but brief access to your core offer. You can limit the number of uses, time they have access, or both. This works great when your core offer is a recurring solution to a recurring problem. — location: [823](kindle://book?action=open&asin=B0CFDR3TYV&location=823) ^ref-65184 --- When your core offer has steps, you can give one valuable step for free and the rest when they buy. This works great when your core offer solves a more complex problem. — location: [836](kindle://book?action=open&asin=B0CFDR3TYV&location=836) ^ref-11901 --- There are unlimited ways to solve problems. But my favorite lead magnets solve them with: software, information, services, and physical products. — location: [853](kindle://book?action=open&asin=B0CFDR3TYV&location=853) ^ref-52289 --- Software: You give them a tool. If you have a spreadsheet, calculator, or small software, your technology does a job for them. — location: [857](kindle://book?action=open&asin=B0CFDR3TYV&location=857) ^ref-3526 --- Information: You teach them something. Courses, lessons, interviews with experts, keynote presentations, live events, mistakes and pitfalls, hacks/tips, etc. Anything they can learn from. — location: [862](kindle://book?action=open&asin=B0CFDR3TYV&location=862) ^ref-9682 --- Services: You do work for free. Adjust their back. Perform a website audit. Apply the first layer of garage sealant. Transform their video into an ebook. Etc. — location: [867](kindle://book?action=open&asin=B0CFDR3TYV&location=867) ^ref-57177 --- Physical Products: You give them something they can hold in their hands. A posture assessment chart, a supplement, a small bottle of garage door sealant, boxing gloves to get boxing gym leads, etc. — location: [871](kindle://book?action=open&asin=B0CFDR3TYV&location=871) ^ref-59167 --- I make as many versions of a lead magnet as I can and rotate them. This keeps the advertising fresh and low effort. — location: [878](kindle://book?action=open&asin=B0CFDR3TYV&location=878) ^ref-37449 --- think of a lead magnet and then a version of it for each delivery method. You always can, I promise. Then, pick how to deliver your lead magnet. — location: [882](kindle://book?action=open&asin=B0CFDR3TYV&location=882) ^ref-25966 --- “When you have written your headline, you have spent 80 cents of your (advertising) dollar.” — location: [889](kindle://book?action=open&asin=B0CFDR3TYV&location=889) ^ref-16583 --- The headline is the most important. So if you only test one thing, test that. — location: [897](kindle://book?action=open&asin=B0CFDR3TYV&location=897) ^ref-44281 --- And if you have any following at all, you can run polls like these. You don't need a lot of votes to get a directional idea. If you can’t do that, make a post on every platform and ask people to respond with a ‘1’ or a ‘2’, then count ‘em up. — location: [952](kindle://book?action=open&asin=B0CFDR3TYV&location=952) ^ref-23423 --- Software: You want to make it accessible on their phones, on a computer and in multiple different formats. This way, they’ll pick the one easiest for them.   2) Information: People like to consume things in different ways. Some people like watching, other people like reading, others like listening, etc. Make your solution in as many different formats as you can: images, video, text, audio, etc. Offer them all. That’s why this book comes in every format people consume.   3) Services: Be available at more times in more ways. More times of day. More days of the week. Via video call, phone call, in person, etc. The easier you are to get a hold of, the more likely people will become engaged leads to claim the free value.   4) Physical products: Make it super simple to order and fast to get to them. Make the product itself fast and easy to open. Give simple directions on how to use the product. Example: Apple made its products so well they didn’t even need directions. And the packaging is so good, most people keep the boxes. — location: [966](kindle://book?action=open&asin=B0CFDR3TYV&location=966) ^ref-9273 --- Give Away The Secrets, Sell The Implementation — location: [990](kindle://book?action=open&asin=B0CFDR3TYV&location=990) ^ref-62827 --- The marketplace judges everything you have to offer - free or not. And you can never provide too much value. But, you can provide too little. So you want your lead magnet to provide so much value people feel obligated to pay you. The goal is to provide more value than the cost of your core offer before they’ve bought it. — location: [991](kindle://book?action=open&asin=B0CFDR3TYV&location=991) ^ref-47307 --- 99% of people aren’t gonna buy, but they will create (or destroy) your reputation based on the value of your free stuff.  So, make your lead magnets as good as your paid stuff. Your reputation depends on it. Provide value. Stack the deck. Reap the rewards. — location: [1008](kindle://book?action=open&asin=B0CFDR3TYV&location=1008) ^ref-44986 --- Once the leads consume the lead magnet, some of them will be ready to buy or learn more about your offer. This is the time to give a Call To Action. A Call To Action (CTA) tells the audience what to do next. But, there’s a little more to it than that. At least, if you want your advertising to work. Good CTAs have two things: 1) what to do and 2) reasons to do it right now. — location: [1013](kindle://book?action=open&asin=B0CFDR3TYV&location=1013) ^ref-1439 --- Reasons to do it right now - If you give people a reason to take action, more people will do it. But a couple things to keep in mind: first, good reasons work better than bad reasons. And second, any reason (even bad ones) tends to work better than no reason at all. So to get more people to take action, I include as many effective reasons as I can. Here are my favorite reasons to act now: — location: [1024](kindle://book?action=open&asin=B0CFDR3TYV&location=1024) ^ref-44619 --- Scarcity- Scarcity is when there is a limited amount of something. Especially when there is a small supply compared to demand. — location: [1028](kindle://book?action=open&asin=B0CFDR3TYV&location=1028) ^ref-31884 --- Draw attention to the natural scarcity in your business. If you have limitations you may as well use them to make money. — location: [1039](kindle://book?action=open&asin=B0CFDR3TYV&location=1039) ^ref-904 --- Urgency. You can have unlimited units to sell, but let’s say you stop selling them in an hour… on purpose. I bet more people than normal will buy your thing in that hour. This is urgency in action. Urgency is when people act faster because they have a short amount of time. — location: [1047](kindle://book?action=open&asin=B0CFDR3TYV&location=1047) ^ref-15571 --- Fraternity Party Planner (my favorite) - Make Up A Reason. Fraternities don’t need a reason to party - but they sure make up some doozies. “John got his wisdom teeth removed…kegger!” “Margherita Monday!” “Toga Tuesdays” “Thirsty Thursday!” etc. — location: [1063](kindle://book?action=open&asin=B0CFDR3TYV&location=1063) ^ref-49384 --- Imagine you advertise a free lead magnet instead of your core offer. Your lead magnet costs you $25 to deliver, and because it’s free to them, more will engage. The extra engagement means it only costs $75 in advertising to get someone on a call. All in, it’s $100 per call. By delivering value before they buy, you get ten times more engaged leads for the same cost. Note: this happens all the time when you nail the lead magnet. — location: [1088](kindle://book?action=open&asin=B0CFDR3TYV&location=1088) ^ref-45019 --- Now, let’s say one out of ten folks who get the lead magnet buys your core offer. This means your new cost to acquire a customer is $1000 ($100 x 10 people). We just cut our cost to get a customer by 3x. So instead of spending $3000 to get a new customer, by using a lead magnet, we spend only $1000. Given we make $10,000, that’s a 10:1 return. So if we keep our advertising budget the same, and use a lead magnet, we triple our business. — location: [1093](kindle://book?action=open&asin=B0CFDR3TYV&location=1093) ^ref-29025 --- And a good lead magnet does four things:   1) Engages ideal customers when they see it.   2) Gets more people to engage than your core offer alone   3) Is valuable enough that they consume it.   4) Makes the right people more likely to buy — location: [1121](kindle://book?action=open&asin=B0CFDR3TYV&location=1121) ^ref-5657 --- Two Types of Audiences: Warm and Cold — location: [1147](kindle://book?action=open&asin=B0CFDR3TYV&location=1147) ^ref-64424 --- Warm audiences are people who gave you permission to contact them. Think “people who know you” - aka - friends, family, followers, current customers, previous customers, contacts, etc. — location: [1149](kindle://book?action=open&asin=B0CFDR3TYV&location=1149) ^ref-52996 --- Cold audiences are people who have not given you permission to contact them. Think “strangers” - aka - other peoples’ audiences: buying contact lists, making contact lists, paying platforms for access, etc. — location: [1153](kindle://book?action=open&asin=B0CFDR3TYV&location=1153) ^ref-10666 --- Two Ways To Communicate: One to One (Private), One to Many (Public) — location: [1159](kindle://book?action=open&asin=B0CFDR3TYV&location=1159) ^ref-42192 --- We can contact people 1-to-1 or 1-to-many. Another way of thinking about this is private or public communication. — location: [1162](kindle://book?action=open&asin=B0CFDR3TYV&location=1162) ^ref-20921 --- Combining warm and cold audiences with 1-to-1 and 1-to-many leads us to the only four ways we can let anyone know about anything: the core four. I combined them below for you.   1-to-1 to a Warm Audience = Warm Outreach   1-to-many to a Warm Audience = Posting Content   1-to-1 to a Cold Audience = Cold Outreach   1-to-many to a Cold Audience = Paid Ads — location: [1175](kindle://book?action=open&asin=B0CFDR3TYV&location=1175) ^ref-52449 --- Warm reach outs are when you make one-to-one contact with your warm audience — location: [1261](kindle://book?action=open&asin=B0CFDR3TYV&location=1261) ^ref-14643 --- It’s the cheapest and easiest way to find people interested in the stuff you sell. It’s super effective–and most businesses don’t do it. — location: [1262](kindle://book?action=open&asin=B0CFDR3TYV&location=1262) ^ref-3814 --- Warm reach outs usually come in the form of calls, texts, emails, direct messages, voicemails, etc. — location: [1265](kindle://book?action=open&asin=B0CFDR3TYV&location=1265) ^ref-18403 --- How To Do Warm Reach Outs in 10 Steps   Warm reach outs are a fantastic way to get your “First Five Clients” For any new product or service. Advanced Folks: Think re-engagement and new product lines. Here’s how to do it:   Step 1: Get your list   Step 2: Pick a platform   Step 3: Personalize your message   Step 4: Reach out   Step 5: Warm them up   Step 6: Invite their friends   Step 7: Make them the easiest offer in the world   Step 8: Start at the top   Step 9: Start Charging   Step 10: Keep Your List Warm — location: [1277](kindle://book?action=open&asin=B0CFDR3TYV&location=1277) ^ref-41996 --- Grab your phone. Inside you have contacts. Each contact has subscribed to communication from you. They have given you the means and permission to contact them. — location: [1302](kindle://book?action=open&asin=B0CFDR3TYV&location=1302) ^ref-62174 --- (Step 2) “But I don’t know where to start…” → Pick A Platform   Pick the platform you have the most contacts on. Phone, email, social media, mail, carrier pigeon, etc. — location: [1318](kindle://book?action=open&asin=B0CFDR3TYV&location=1318) ^ref-28940 --- (Step 3) “But what do I say?” → Personalize your greeting — location: [1322](kindle://book?action=open&asin=B0CFDR3TYV&location=1322) ^ref-52263 --- Use something you know about the contact as your actual reason to reach out. If you don’t have much personal info, you can check their social media profiles etc. to learn a bit about them first.   Don’t be a weirdo. Pay your social dues. Remember, you haven’t asked for anything. You’re just checking in and providing value. So…relax. — location: [1324](kindle://book?action=open&asin=B0CFDR3TYV&location=1324) ^ref-5002 --- (Step 4) “Now what?” → Reach. Out. To. One. Hundred. People. Every. Day. — location: [1331](kindle://book?action=open&asin=B0CFDR3TYV&location=1331) ^ref-45539 --- “To get what you want, you have to deserve what you want.” - Charlie Munger — location: [1334](kindle://book?action=open&asin=B0CFDR3TYV&location=1334) ^ref-51283 --- Now, reach out to 100 of them per day with your personalized messages. You’ll call, text, email, message, send a postcard, etc. And you will reach out to them up to three times. Once per day for three days* or until they respond. Whichever comes first. — location: [1335](kindle://book?action=open&asin=B0CFDR3TYV&location=1335) ^ref-15244 --- Reply using the A-C-A framework:   Acknowledge what they said. Restate it in your own words. This shows active listening.   Ex: Two kids. And you’re an accountant…   Compliment them on whatever they tell you. Tie it to a positive character trait if you can.   Ex: …Wow! Supermom! So hardworking! Managing a full-time career and two kids...   Ask another question. Lead the conversation in whatever direction you want. In this case, to a topic closer to your offer. Examples:   Therapy/Life Coaching: …Do you get time for yourself?   Fitness/Weight Loss: ...Do you have time to get workouts in?   Cleaning Services: ...Do you have anyone who helps you keep the house tidy? — location: [1345](kindle://book?action=open&asin=B0CFDR3TYV&location=1345) ^ref-51569 --- People love talking about themselves. So let them. They also love to be complimented, so do that too. And if people feel good when talking to you, they’ll like and trust you more. — location: [1369](kindle://book?action=open&asin=B0CFDR3TYV&location=1369) ^ref-53128 --- Make them an offer. — location: [1376](kindle://book?action=open&asin=B0CFDR3TYV&location=1376) ^ref-60865 --- When I make an offer from scratch, I refer to the value equation. — location: [1379](kindle://book?action=open&asin=B0CFDR3TYV&location=1379) ^ref-20043 --- 1) Dream Outcome: what the person wants to happen, the way they want it to happen   State the best possible results your product can get. Big bonus points if those results come from people like the one you’re talking to. — location: [1384](kindle://book?action=open&asin=B0CFDR3TYV&location=1384) ^ref-58351 --- 2) Perceived Likelihood of Achievement: how likely they think it is for them to achieve their goal   Include results, reviews, awards, endorsements, certifications, and other forms of 3rd party validation. Also, guarantees are huge. — location: [1388](kindle://book?action=open&asin=B0CFDR3TYV&location=1388) ^ref-55005 --- 3) Time Delay: how long they believe it’ll take to get results after they buy   Describe how fast people start getting results, how often they get results when they start, and how long it takes to get the best results possible. — location: [1393](kindle://book?action=open&asin=B0CFDR3TYV&location=1393) ^ref-27034 --- 4) Effort and Sacrifice: The bad stuff they'll have to endure and the good stuff they'll have to give up in their struggle to get the result.   Show them the good stuff they can keep doing, or get to do, and still get results. And show them the bad stuff that they can get rid of, or avoid doing, and still get results. — location: [1398](kindle://book?action=open&asin=B0CFDR3TYV&location=1398) ^ref-53806 --- The goal is to maximize the first two and minimize the second two. So all you have to do now is show someone:   You have exactly what they want   They’re guaranteed to get it   Insanely fast   Without lifting a finger or giving up anything they love — location: [1403](kindle://book?action=open&asin=B0CFDR3TYV&location=1403) ^ref-52600 --- No biggie, right? Obviously, that’s ideal. We gotta get as close to that as we can without lying or exaggerating.   So let’s do just that with a real-life offer: — location: [1410](kindle://book?action=open&asin=B0CFDR3TYV&location=1410) ^ref-5889 --- ...By the way, do you know anybody who is (describe their struggles) looking to (dream outcome) in (time delay)? I’m taking on five case studies for free, because that’s all I can handle. I just want to get some testimonials for my service/product. I help them (dream outcome) without (effort and sacrifice). It works. I even guarantee people get (dream outcome) or I work with them until they do. I just had a girl named XXX work with me (dream outcome) even though she (describe the same struggle your contact has). I also had another guy who (dream outcome) and it was his first time. I’d just like more testimonials to show it works across different scenarios. Does anyone you like come to mind? (Pause if on the phone) …and if they say no…Haha, well…does anyone you hate come to mind? (ha) This helps break any awkwardness. — location: [1413](kindle://book?action=open&asin=B0CFDR3TYV&location=1413) ^ref-29034 --- We’re not asking them to buy anything. We’re asking if they know anyone. — location: [1429](kindle://book?action=open&asin=B0CFDR3TYV&location=1429) ^ref-17589 --- I help (ideal customer) get (dream outcome) in (time period) without (effort and sacrifice) and (increase perceived likelihood of achievement–look — location: [1439](kindle://book?action=open&asin=B0CFDR3TYV&location=1439) ^ref-42409 --- (Step 7) “How do I get them to say yes?” → Make it easy for them to say yes. Make it free. — location: [1449](kindle://book?action=open&asin=B0CFDR3TYV&location=1449) ^ref-43602 --- Since I’m only taking on five people, I can give you all the attention you need to get brag-worthy results. And I’ll give it all for free so long as you promise to: 1) Use it 2) Give me feedback and 3) Leave a killer review if you think it deserves one. Does that sound fair? — location: [1456](kindle://book?action=open&asin=B0CFDR3TYV&location=1456) ^ref-32333 --- make the first five free. The exact number matters less than knowing why you benefit from it. Here’s why:   You get the reps in and become comfortable with making offers to people. It’ll calm your nerves knowing you’re just helping…for free…for now (winky face).   You probably suck (for now). People are far more forgiving when you haven’t charged anything. — location: [1463](kindle://book?action=open&asin=B0CFDR3TYV&location=1463) ^ref-40117 --- Because you probably suck, you need to learn how to suck less. You suck less by doing more. It’s better to have a few guinea pigs to get the kinks out. You’ll learn a ton from the people you help for free, I promise. Even though it may not feel like it now, you’re getting the better end of the deal.   If people get value, especially for free, they’re far more likely to:   Leave positive reviews and testimonials.   Give you feedback.   Send their friends and family. — location: [1470](kindle://book?action=open&asin=B0CFDR3TYV&location=1470) ^ref-57059 --- And if that’s not awesome enough, free customers can make you money in three other ways:   1) They convert into paying customers.   2) They send you paying customers via referrals.   3) Their testimonials bring in paying customers. — location: [1480](kindle://book?action=open&asin=B0CFDR3TYV&location=1480) ^ref-34205 --- What if they say no?   Often, the most expensive part of what you sell isn’t the price–it's the hidden costs. Hidden costs are the time, effort, and sacrifice it takes to get results from the thing you sell. In other words, the bottom part of the value equation. If you struggle to give your stuff away for free, it means either people don’t want it (dream outcome), they don’t believe you (perceived likelihood of achievement) or the hidden costs (time, effort and sacrifice) are too high. In short, your ‘free’ stuff is too expensive. So figure out the hidden costs. Once you do, you unlock even more value–that you’ll eventually be able to charge for. — location: [1490](kindle://book?action=open&asin=B0CFDR3TYV&location=1490) ^ref-44469 --- ask “why?”:   “What would I have to do to make it worth it for you to continue?” — location: [1500](kindle://book?action=open&asin=B0CFDR3TYV&location=1500) ^ref-32491 --- Get them out of the way to start paying down your “no tax.” — location: [1506](kindle://book?action=open&asin=B0CFDR3TYV&location=1506) ^ref-6586 --- After reaching out to all the leads on one platform, switch to the platform you have the second most leads on. After you reach out to those leads, go to the platform you have the third most leads on and so forth. — location: [1515](kindle://book?action=open&asin=B0CFDR3TYV&location=1515) ^ref-16045 --- This is important. This is your litmus test to know when you’re “good enough” to charge. Once people start referring, start charging. When that happens, swap out ‘… free…’ in the script above to ‘80% off for the next five’. Then ‘60% off for the next five.’ Then ‘40% off for the next five,’ and so forth. The “I increase my prices every five” rule also adds urgency because prices actually go up. And if you’re curious, you don’t have to stop raising your price. Feel free to keep raising it by 20% every five until you find your sweet spot. It’s your business. You can do what you want. Charge more as you get more experienced - a nice reward. — location: [1527](kindle://book?action=open&asin=B0CFDR3TYV&location=1527) ^ref-54216 --- Once you’ve given value for a while, or see who wants value, probe your list with Dean Jackson's timeless "9-word email" template”:   Are you still looking to [4 word desire]?   No images. No frills. No links. Just a question. Nothing else. This message is money for getting leads to engage. And it’s among the first things I do when I invest in a new business. Here are a few examples:   Are you still looking to   …buy your dream home?   …get more sales leads?   …tone up your arms?   …open an online store?   …start a YouTube channel? — location: [1541](kindle://book?action=open&asin=B0CFDR3TYV&location=1541) ^ref-51934 --- This framework allows you to predict how many customers you get per 100 warm reach outs. In the example, you would get one customer per 100 reach outs. These numbers vary based on the value of your offer and how much they trust you. But, no matter what, with enough volume, you will get a customer. — location: [1574](kindle://book?action=open&asin=B0CFDR3TYV&location=1574) ^ref-32183 --- This process alone can take you to $100,000+ per year with nothing else. Wild, I know. Here’s the money math:   This assumes 1% of your list buys a $400 offer using only warm reach outs. — location: [1580](kindle://book?action=open&asin=B0CFDR3TYV&location=1580) ^ref-24456 --- 500 reach outs per week = 5 customers per week   $400 product → 5 customers per week x $400 each = $2000/wk   $2000/wk x 52 weeks = $104,000…bingo. — location: [1584](kindle://book?action=open&asin=B0CFDR3TYV&location=1584) ^ref-26070 --- You’ll learn more in the first ten days of doing 100 reach outs than you did from everything you’ve ever read or watched. — location: [1593](kindle://book?action=open&asin=B0CFDR3TYV&location=1593) ^ref-259 --- Think four hours per day, minimum. It should be the first thing you do when you get up. — location: [1600](kindle://book?action=open&asin=B0CFDR3TYV&location=1600) ^ref-24685 --- If someone is making more money than you, they are better at the game of business in some way. — location: [1673](kindle://book?action=open&asin=B0CFDR3TYV&location=1673) ^ref-8955 --- Don’t think they had it easy. Don’t think they had a shortcut. — location: [1674](kindle://book?action=open&asin=B0CFDR3TYV&location=1674) ^ref-31915 --- Even if it’s true, none of those beliefs serve you. — location: [1675](kindle://book?action=open&asin=B0CFDR3TYV&location=1675) ^ref-20506 --- the content you create isn’t the compounding asset - the audience is. — location: [1679](kindle://book?action=open&asin=B0CFDR3TYV&location=1679) ^ref-15098 --- Building an audience is the most valuable thing I’ve ever done. — location: [1683](kindle://book?action=open&asin=B0CFDR3TYV&location=1683) ^ref-19390 --- he told me to post regularly on every platform. — location: [1691](kindle://book?action=open&asin=B0CFDR3TYV&location=1691) ^ref-47486 --- Twelve months later, my audience grew by more than 200,000 people. — location: [1691](kindle://book?action=open&asin=B0CFDR3TYV&location=1691) ^ref-24541 --- “Bro, anyone telling you there’s some secret is trying to sell you something. We just put out as much as we possibly can. — location: [1694](kindle://book?action=open&asin=B0CFDR3TYV&location=1694) ^ref-26544 --- “You just gotta do more bro.” — location: [1698](kindle://book?action=open&asin=B0CFDR3TYV&location=1698) ^ref-19939 --- And over the next six months, I added 1.2M people to my audience. Also, when I put out ten times the content, my audience grew ten times as fast. Volume works. Content works. A — location: [1701](kindle://book?action=open&asin=B0CFDR3TYV&location=1701) ^ref-9631 --- And over the next six months, I added 1.2M people to my audience. Also, when I put out ten times the content, my audience grew ten times as fast. Volume works. Content works. A growing audience is the result. — location: [1701](kindle://book?action=open&asin=B0CFDR3TYV&location=1701) ^ref-22640 --- Posting free content grows your warm audience. — location: [1716](kindle://book?action=open&asin=B0CFDR3TYV&location=1716) ^ref-62358 --- So constantly posting free content means you’ll have a constantly growing audience of people more likely to buy your stuff. — location: [1718](kindle://book?action=open&asin=B0CFDR3TYV&location=1718) ^ref-13348 --- Free content makes all other advertising more effective. — location: [1720](kindle://book?action=open&asin=B0CFDR3TYV&location=1720) ^ref-35120 --- they can’t find content related to your services, they’re less likely to buy. — location: [1720](kindle://book?action=open&asin=B0CFDR3TYV&location=1720) ^ref-13287 --- Hook, retain, and reward. — location: [1733](kindle://book?action=open&asin=B0CFDR3TYV&location=1733) ^ref-8410 --- linking basic units together will make audience-growing content for any platform or media type. — location: [1733](kindle://book?action=open&asin=B0CFDR3TYV&location=1733) ^ref-8388 --- The Content Unit - Three Components — location: [1736](kindle://book?action=open&asin=B0CFDR3TYV&location=1736) ^ref-15156 --- And a person can only get rewarded by the content if they:   1) Have a reason to consume it and   2) Pay attention long enough to   3) Get that reason satisfied. — location: [1740](kindle://book?action=open&asin=B0CFDR3TYV&location=1740) ^ref-41007 --- a)  Hook attention: get them to notice your content.   b) Retain attention: get them to consume it.   c)  Reward attention: satisfy the reason they consumed — location: [1749](kindle://book?action=open&asin=B0CFDR3TYV&location=1749) ^ref-32915 --- The smallest amount of material it takes to hook, retain and reward attention is a content unit. — location: [1755](kindle://book?action=open&asin=B0CFDR3TYV&location=1755) ^ref-37997 --- Hook: They cannot be rewarded unless we first get their attention.     The objective: We give them a reason to redirect their attention from whatever they are doing towards us. If we do that, we’ve hooked them. The effectiveness of your hook is measured by the percentage of people who start consuming your content. — location: [1762](kindle://book?action=open&asin=B0CFDR3TYV&location=1762) ^ref-7768 --- Topics. Topics are the things you make your content about. I prefer to use personal experiences. Here’s why: there’s only one of you. — location: [1776](kindle://book?action=open&asin=B0CFDR3TYV&location=1776) ^ref-27698 --- a)  Far Past: The important past lessons in your life. Connect that wisdom to your product or service to provide huge value to your audience. Give them the story without the scar. It’s why I write these books. — location: [1779](kindle://book?action=open&asin=B0CFDR3TYV&location=1779) ^ref-4206 --- Recent Past: Do stuff, then talk about what you did (or what happened). Any time you speak with somebody, there’s a chance your audience can get value from it. — location: [1797](kindle://book?action=open&asin=B0CFDR3TYV&location=1797) ^ref-58299 --- outs. There’s gold in these conversations. Tell stories from them that would serve your audience. For example: — location: [1799](kindle://book?action=open&asin=B0CFDR3TYV&location=1799) ^ref-32448 --- This means taking notes, recordings, and other records to make that stuff easy to access. — location: [1806](kindle://book?action=open&asin=B0CFDR3TYV&location=1806) ^ref-19889 --- Present: Write down ideas at the exact time they come to you. — location: [1812](kindle://book?action=open&asin=B0CFDR3TYV&location=1812) ^ref-42816 --- I note my ideas publicly: I used to keep ideas to myself. Now, I tweet them publicly as they happen. — location: [1816](kindle://book?action=open&asin=B0CFDR3TYV&location=1816) ^ref-13521 --- d)Trending: Go where the attention is. Look at what’s trending right now and make stuff about it. — location: [1819](kindle://book?action=open&asin=B0CFDR3TYV&location=1819) ^ref-22512 --- Manufactured: Turn your ideas into reality. Pick a topic people find interesting. Then, learn about it, make it, or do it. Then, show it to the world. — location: [1823](kindle://book?action=open&asin=B0CFDR3TYV&location=1823) ^ref-37567 --- Action Step: Life happens–profit by sharing yours. — location: [1832](kindle://book?action=open&asin=B0CFDR3TYV&location=1832) ^ref-8599 --- Try and include at least two in your headline.   Recency - As recent as possible, quite literally the ‘new’s — location: [1841](kindle://book?action=open&asin=B0CFDR3TYV&location=1841) ^ref-63346 --- Relevancy - Personally meaningful — location: [1846](kindle://book?action=open&asin=B0CFDR3TYV&location=1846) ^ref-59345 --- Celebrity - Including prominent people (celebrities, authorities, etc.). — location: [1850](kindle://book?action=open&asin=B0CFDR3TYV&location=1850) ^ref-24709 --- Proximity - Close to home – geographically — location: [1854](kindle://book?action=open&asin=B0CFDR3TYV&location=1854) ^ref-22357 --- Conflict - of opposing ideas, opposing people, nature, etc. — location: [1858](kindle://book?action=open&asin=B0CFDR3TYV&location=1858) ^ref-48719 --- Unusual - odd, unique, rare, bizarre — location: [1864](kindle://book?action=open&asin=B0CFDR3TYV&location=1864) ^ref-37585 --- Ongoing - Stories still in progress are dynamic, evolving, and have plot twists. — location: [1868](kindle://book?action=open&asin=B0CFDR3TYV&location=1868) ^ref-55433 --- Format. Once we have a good topic and communicate it with a headline using one or more components, we need to match our format to the best content on the platform. — location: [1875](kindle://book?action=open&asin=B0CFDR3TYV&location=1875) ^ref-45871 --- Bottom Line: You’ve gotta make your content look like what they expect will reward them. — location: [1885](kindle://book?action=open&asin=B0CFDR3TYV&location=1885) ^ref-38013 --- Always following these basics will already put you in the top 1%. — location: [1892](kindle://book?action=open&asin=B0CFDR3TYV&location=1892) ^ref-1446 --- 2) Retain — location: [1895](kindle://book?action=open&asin=B0CFDR3TYV&location=1895) ^ref-52737 --- My favorite driver of retention is curiosity. — location: [1897](kindle://book?action=open&asin=B0CFDR3TYV&location=1897) ^ref-26693 --- Lists: Lists are things, facts, tips, opinions, ideas, etc. presented one after the other. — location: [1906](kindle://book?action=open&asin=B0CFDR3TYV&location=1906) ^ref-27992 --- Steps: Steps are actions that occur in order and accomplish a goal when completed. — location: [1916](kindle://book?action=open&asin=B0CFDR3TYV&location=1916) ^ref-63030 --- Note: Here’s the difference between steps and lists. Steps are actions that must be done in a specific order to get a result. So steps are less flexible but have a more explicit reward. Lists can have just about anything on them in any order you want. So lists are more flexible but have a less explicit reward. — location: [1925](kindle://book?action=open&asin=B0CFDR3TYV&location=1925) ^ref-32716 --- Stories: Stories describe events, real or imaginary. And stories worth telling often have some lesson or takeaway for the listener. — location: [1929](kindle://book?action=open&asin=B0CFDR3TYV&location=1929) ^ref-13582 --- Action Step: Use lists, steps, and stories to keep your audience curious. Embed questions in their minds to make them want to know what happens next. — location: [1945](kindle://book?action=open&asin=B0CFDR3TYV&location=1945) ^ref-38887 --- How good your content is depends on how often it rewards your audience in the time it takes them to consume it. — location: [1953](kindle://book?action=open&asin=B0CFDR3TYV&location=1953) ^ref-56259 --- value per second. — location: [1954](kindle://book?action=open&asin=B0CFDR3TYV&location=1954) ^ref-44372 --- So there is no such thing as too long, only too boring. — location: [1956](kindle://book?action=open&asin=B0CFDR3TYV&location=1956) ^ref-26552 --- Hooking the right audience with proper topics, headlines, and formatting — location: [1960](kindle://book?action=open&asin=B0CFDR3TYV&location=1960) ^ref-44576 --- Retaining them with lists, steps, and stories to get them curious and wanting more — location: [1962](kindle://book?action=open&asin=B0CFDR3TYV&location=1962) ^ref-50836 --- Clearly satisfying the reason the content hooked them to begin — location: [1964](kindle://book?action=open&asin=B0CFDR3TYV&location=1964) ^ref-51833 --- If your hook promises “4 Marketing Strategies Dentists Can Use” and they can’t use them, they will not share it or watch your content in the future. You did a bad job of rewarding. — location: [1970](kindle://book?action=open&asin=B0CFDR3TYV&location=1970) ^ref-51556 --- Rewarding your audience means matching or exceeding their expectations when they decide to consume your content. — location: [1975](kindle://book?action=open&asin=B0CFDR3TYV&location=1975) ^ref-11160 --- Provide more value than anyone else. Make good on your promises. — location: [1980](kindle://book?action=open&asin=B0CFDR3TYV&location=1980) ^ref-5311 --- So what’s the difference between short and long form content? Answer: not much. — location: [1983](kindle://book?action=open&asin=B0CFDR3TYV&location=1983) ^ref-18895 --- hook, retain and reward attention is a content unit. So to create a longer piece of content, we simply link content units together. — location: [1985](kindle://book?action=open&asin=B0CFDR3TYV&location=1985) ^ref-37389 --- For example, a single step in a five-step list might be a content unit. When we link all five together, we have a longer piece of content. — location: [1988](kindle://book?action=open&asin=B0CFDR3TYV&location=1988) ^ref-58937 --- For example, a new comedian typically will only get a few minutes on stage to perform their “bit.” Only a master comic gets an hour. It takes practice to reward attention just often enough to keep it for that long. — location: [1993](kindle://book?action=open&asin=B0CFDR3TYV&location=1993) ^ref-4182 --- Many successful authors with epic-length novels started by writing…you guessed it…short stories. — location: [1996](kindle://book?action=open&asin=B0CFDR3TYV&location=1996) ^ref-3741 --- First, we talk about how we can make offers and not be a spam monster - mastering the give : ask ratio. — location: [2010](kindle://book?action=open&asin=B0CFDR3TYV&location=2010) ^ref-35656 --- You deposit goodwill with rewarding content, then withdraw from it by making offers. — location: [2018](kindle://book?action=open&asin=B0CFDR3TYV&location=2018) ^ref-30890 --- So I try to “under-ask” my audience and build as much goodwill as possible. — location: [2020](kindle://book?action=open&asin=B0CFDR3TYV&location=2020) ^ref-30846 --- Thankfully, the give : ask ratio has been well-studied. Television averages 13 minutes of advertising per 60 minutes of air time. That means 47 min are dedicated to ‘giving,’ and 13 min are dedicated to ‘asking’. — location: [2022](kindle://book?action=open&asin=B0CFDR3TYV&location=2022) ^ref-23424 --- That’s roughly a 3.5:1 ratio of giving to asking. On Facebook, it’s roughly 4 content posts for every 1 ad on the newsfeed. — location: [2023](kindle://book?action=open&asin=B0CFDR3TYV&location=2023) ^ref-62084 --- I’ve got a slight tweak on the traditional give-ask strategy that puts it on steroids: Give until they ask. — location: [2034](kindle://book?action=open&asin=B0CFDR3TYV&location=2034) ^ref-33049 --- If you give enough, people start asking you. — location: [2041](kindle://book?action=open&asin=B0CFDR3TYV&location=2041) ^ref-14388 --- It makes people uncomfortable to continue to receive without giving back. — location: [2041](kindle://book?action=open&asin=B0CFDR3TYV&location=2041) ^ref-6820 --- And best of all, if you advertise this way, your growth never slows. When you use this strategy, you give in public, ask in private. — location: [2045](kindle://book?action=open&asin=B0CFDR3TYV&location=2045) ^ref-4574 --- Bottom Line: The moment you start asking for money is the moment you decide to slow down your growth. — location: [2050](kindle://book?action=open&asin=B0CFDR3TYV&location=2050) ^ref-19332 --- Integrated: You can advertise in every piece of content so long as you keep your give : ask ratio high. — location: [2069](kindle://book?action=open&asin=B0CFDR3TYV&location=2069) ^ref-2652 --- For example, if I make an hour-long podcast, having 3 x 30-second ads means I’d have 58.5 min of giving to 1.5 min of asking. Well above the 3:1 ratio. — location: [2072](kindle://book?action=open&asin=B0CFDR3TYV&location=2072) ^ref-29966 --- Example: You make 10 ‘give’ posts, and on the 11th, you promote your stuff. — location: [2086](kindle://book?action=open&asin=B0CFDR3TYV&location=2086) ^ref-24455 --- On short platforms, the intermittent way will dominate. On long-form platforms, integrations are often your best bet. — location: [2088](kindle://book?action=open&asin=B0CFDR3TYV&location=2088) ^ref-22767 --- When you make your ask, you either advertise your core offer, or you advertise your lead magnet. — location: [2090](kindle://book?action=open&asin=B0CFDR3TYV&location=2090) ^ref-48249 --- Lead Magnet Example: If I just talked about a way to get more leads on a post/video/podcast/etc., I would then say, “I have 11 more tips that have helped me do this. Go to my site to grab a pretty visual of them.” — location: [2093](kindle://book?action=open&asin=B0CFDR3TYV&location=2093) ^ref-10015 --- Offer Example: You can also ‘go for the jugular’ with your core offer and go straight for the sale. — location: [2098](kindle://book?action=open&asin=B0CFDR3TYV&location=2098) ^ref-47674 --- “I’m looking for 5 (specific avatar) to help achieve (dream outcome) in (time delay). The best part is, you don’t have to (effort and sacrifice). — location: [2101](kindle://book?action=open&asin=B0CFDR3TYV&location=2101) ^ref-15481 --- If you’re not sure, do the lead magnet. It’s lower risk. — location: [2111](kindle://book?action=open&asin=B0CFDR3TYV&location=2111) ^ref-15168 --- Width then depth: Get on every platform early, then maximize them together. — location: [2140](kindle://book?action=open&asin=B0CFDR3TYV&location=2140) ^ref-27872 --- Advantages: You reach a broader audience faster. And, you can “repurpose” your content. So with a little extra work, you can capture tons of efficiency. — location: [2153](kindle://book?action=open&asin=B0CFDR3TYV&location=2153) ^ref-61418 --- With minimal changes to the format, you can make the same content fit multiple platforms. — location: [2155](kindle://book?action=open&asin=B0CFDR3TYV&location=2155) ^ref-25593 --- 78% of all clients had consumed at least TWO long form pieces of content, prior to booking a call. — location: [2182](kindle://book?action=open&asin=B0CFDR3TYV&location=2182) ^ref-26309 --- So even if it’s hard to measure, free content gets you better returns on all advertising methods. — location: [2186](kindle://book?action=open&asin=B0CFDR3TYV&location=2186) ^ref-5005 --- Switch from “How to” to “How I.” From “This is the best way” to “These are my favorite ways” etc. — location: [2192](kindle://book?action=open&asin=B0CFDR3TYV&location=2192) ^ref-25586 --- How I Built My 7-Figure Agency vs. How To Build a 7-Figure Agency. — location: [2198](kindle://book?action=open&asin=B0CFDR3TYV&location=2198) ^ref-45812 --- We Need To Be Reminded More Than We Need To Be Taught: — location: [2204](kindle://book?action=open&asin=B0CFDR3TYV&location=2204) ^ref-20516 --- you can become king of that puddle. — location: [2212](kindle://book?action=open&asin=B0CFDR3TYV&location=2212) ^ref-7073 --- Create a master list of your “greatest hits.” Label each ‘hit’ with the problem it solves and the benefit it provides. — location: [2216](kindle://book?action=open&asin=B0CFDR3TYV&location=2216) ^ref-13742 --- your sales team can send it before or after sales calls and help people decide to buy. — location: [2217](kindle://book?action=open&asin=B0CFDR3TYV&location=2217) ^ref-17939 --- Free Content Retains Paying Customers. — location: [2220](kindle://book?action=open&asin=B0CFDR3TYV&location=2220) ^ref-29372 --- Somebody who buys your stuff is more likely to consume your free content. — location: [2223](kindle://book?action=open&asin=B0CFDR3TYV&location=2223) ^ref-34709 --- People don't have shorter attention spans, they have higher standards. — location: [2226](kindle://book?action=open&asin=B0CFDR3TYV&location=2226) ^ref-46132 --- Streaming platforms have proven that people will spend hours binging long form content if they like it. — location: [2228](kindle://book?action=open&asin=B0CFDR3TYV&location=2228) ^ref-36277 --- Avoid Pre-Scheduling Posts. The posts I manually post perform better than ones I pre-schedule. — location: [2233](kindle://book?action=open&asin=B0CFDR3TYV&location=2233) ^ref-18972 --- When you manually post, you know that within seconds you will be rewarded or punished for the quality of the content. Because of that close feedback loop, you try *that much harder* to make it better. — location: [2234](kindle://book?action=open&asin=B0CFDR3TYV&location=2234) ^ref-36108 --- Total followers and reach - How big — location: [2243](kindle://book?action=open&asin=B0CFDR3TYV&location=2243) ^ref-38064 --- Rate of getting followers and reach - How fast — location: [2249](kindle://book?action=open&asin=B0CFDR3TYV&location=2249) ^ref-52927 --- It’s why I like to measure both the absolute and relative growth and pick the one that makes me feel better (ha!). — location: [2266](kindle://book?action=open&asin=B0CFDR3TYV&location=2266) ^ref-4419 --- If someone won’t speak at your funeral, you shouldn’t care about their opinion while you’re alive. — location: [2281](kindle://book?action=open&asin=B0CFDR3TYV&location=2281) ^ref-27520 --- Honor the few who believe in you by having courage. — location: [2281](kindle://book?action=open&asin=B0CFDR3TYV&location=2281) ^ref-54181 --- 1) The Content Unit  - done   2) Short vs. Long Form Content – done   3) Mastering the Give:Ask Ratio – done   4) How to Ask – done   5) How to Scale It – done   6) Lessons From Content – done   7) Benchmarks – done   8) Your First Post – done — location: [2289](kindle://book?action=open&asin=B0CFDR3TYV&location=2289) ^ref-42871 --- “He who said money can’t buy happiness hasn’t given enough away.” – Unknown — location: [2326](kindle://book?action=open&asin=B0CFDR3TYV&location=2326) ^ref-5853 --- 1) There was another company in my space making a lot more money than mine. It broke my belief about how big the market really was. — location: [2478](kindle://book?action=open&asin=B0CFDR3TYV&location=2478) ^ref-12511 --- 2) They made all their money through private advertising. I had no way of knowing they existed unless they contacted me first. So, they kind of operated in secret. — location: [2481](kindle://book?action=open&asin=B0CFDR3TYV&location=2481) ^ref-52807 --- 3) They built a very profitable cold outreach machine in my space. — location: [2483](kindle://book?action=open&asin=B0CFDR3TYV&location=2483) ^ref-43717 --- I figured we could do it in twelve weeks. I was wrong. It took almost a year. Cold outreach takes a long time. — location: [2486](kindle://book?action=open&asin=B0CFDR3TYV&location=2486) ^ref-48400 --- And compared to people who know us, strangers present three new problems.   1) First, you don't have a way to contact them. Duh.   2) Second, even if you can contact them, they ignore you.   3) Third, even if they give you their attention, they’re not interested. — location: [2505](kindle://book?action=open&asin=B0CFDR3TYV&location=2505) ^ref-33427 --- Problem #1: “But how do I contact them?” →Build a List — location: [2544](kindle://book?action=open&asin=B0CFDR3TYV&location=2544) ^ref-19880 --- There are three different ways I get my targeted lead lists. First, I use software to scrape a list of names. Second, I pay brokers to assemble me a list of targeted leads. And if neither of those work, I manually scrape a list of names myself. — location: [2556](kindle://book?action=open&asin=B0CFDR3TYV&location=2556) ^ref-27273 --- Step #1 Softwares: I subscribe to as many softwares as I can that scrape leads from different sources. I search them all based on my criteria. — location: [2560](kindle://book?action=open&asin=B0CFDR3TYV&location=2560) ^ref-19773 --- Step #2 Brokers: I go to multiple list brokers and ask them to make me a list based on my audience criteria. They then send me a sample. — location: [2565](kindle://book?action=open&asin=B0CFDR3TYV&location=2565) ^ref-9244 --- Step #3 Elbow Grease: I join groups and communities that I think have my audience. When I find people that meet my qualifications, I check to see if they have ways to contact them in the group’s directory–like links to their social media profiles, etc.  If they do, I add them to my list. If they don’t, I can reach out to them within the platform hosting the group. — location: [2569](kindle://book?action=open&asin=B0CFDR3TYV&location=2569) ^ref-55933 --- Action Step: Find your scraping tool by searching “outbound leads scraping tool” or “database lead scraping.” Find brokers the same way. With a few clicks, you’ll find what you’re looking for. Put your first 1000 names together. — location: [2579](kindle://book?action=open&asin=B0CFDR3TYV&location=2579) ^ref-14321 --- Problem #2: “I have my list, but what do I say to them?” →Personalize, Then Give Big Fast Value — location: [2584](kindle://book?action=open&asin=B0CFDR3TYV&location=2584) ^ref-21311 --- They Don’t Know Us→Personalize (Act Like You Know Them). To get more leads to engage, we want the message to look like it’s from someone they know. The best way to do that is to actually know something about the person you are contacting. In essence, we want our cold reach out to look like a warm reach out. — location: [2592](kindle://book?action=open&asin=B0CFDR3TYV&location=2592) ^ref-31581 --- imagine you pick up the phone...   …The person says “<Your name?>” then pausing (like a normal person). You’d say, “yea…who’s this?” Now, if that person then went on to say, “it’s Alex…then pauses…I watched a few of your videos and read that recent blog post you wrote on dog training. It was killer! Really helped me out with my doberman. She’s a beast! That peanut butter trick really helped. Thanks for that.”   You’d still be wondering what’s going on. But you know what you wouldn’t be doing?…hanging up. Then you hear, “Oh yea, sorry, I got ahead of myself. I work for a company that helps dog trainers fill up their books. We like to partner with the best in the area. So I’m always on the lookout. We worked with someone about an hour north from you…John’s Doggy Daycare…heard of them?”   You’d respond yes or no (it doesn’t matter), and they’d say, “Yea, we ended up getting them 100 appointments in 30 days using a combination of text email and some ads. — location: [2600](kindle://book?action=open&asin=B0CFDR3TYV&location=2600) ^ref-50367 --- Personalization is what gets your foot in the door to get the sale. Basically one to three pieces of information we can find that a friend might know about the prospect. Then we want to complement them on it, and ideally, show them how it benefited us. People like people who like them. — location: [2616](kindle://book?action=open&asin=B0CFDR3TYV&location=2616) ^ref-7950 --- This comes in handy for personal subject lines on emails, the first few messages in chat, or the first few sentences someone hears. — location: [2620](kindle://book?action=open&asin=B0CFDR3TYV&location=2620) ^ref-4117 --- They Don’t Trust Us→Big Fast Value. — location: [2628](kindle://book?action=open&asin=B0CFDR3TYV&location=2628) ^ref-35433 --- We’re not trying to tickle their interest, we’re trying to blow their minds in under thirty seconds. — location: [2630](kindle://book?action=open&asin=B0CFDR3TYV&location=2630) ^ref-12456 --- I specifically call out ‘big fast value’ rather than “your lead magnet” as a reminder that it needs to be BIG FAST VALUE. — location: [2634](kindle://book?action=open&asin=B0CFDR3TYV&location=2634) ^ref-11845 --- If you forget everything about this chapter, remember one thing: the goal is to demonstrate big value as fast as possible. — location: [2645](kindle://book?action=open&asin=B0CFDR3TYV&location=2645) ^ref-40940 --- Give yourself a downhill battle by giving away something crazy. Give away something for free people would normally pay for and they will want it. Note: I didn’t say, “so good they should pay for it,” I said, “stuff they actually pay for.” Big difference. — location: [2648](kindle://book?action=open&asin=B0CFDR3TYV&location=2648) ^ref-60306 --- Problem #3: “I’m not getting enough chances to tell people about my amazing stuff, what do I do?” → Volume — location: [2657](kindle://book?action=open&asin=B0CFDR3TYV&location=2657) ^ref-51042 --- Automated Examples: We can send a pre-recorded voice memo to someone’s direct messages. We can send a pre-recorded voicemail to someone’s voicemail box. We can send templated emails to an inbox or a templated text to someone’s phone. We can send a pre-recorded video. — location: [2674](kindle://book?action=open&asin=B0CFDR3TYV&location=2674) ^ref-4926 --- Automate Distribution. Once we have our messages prepared, we gotta distribute them. And there’s no award for who works the hardest, only for who gets the best results. — location: [2679](kindle://book?action=open&asin=B0CFDR3TYV&location=2679) ^ref-43446 --- I encourage you to automate when ethical and available. — location: [2681](kindle://book?action=open&asin=B0CFDR3TYV&location=2681) ^ref-9572 --- Automated examples: Use a robot to dial multiple numbers at a time. Send a blast of 1000 emails, texts, voicemails at one time. Etc. — location: [2685](kindle://book?action=open&asin=B0CFDR3TYV&location=2685) ^ref-59523 --- The fewer leads you have, the less automation you should use. — location: [2688](kindle://book?action=open&asin=B0CFDR3TYV&location=2688) ^ref-37766 --- Allocate ten to twenty percent of your effort towards brand new untested technology. — location: [2695](kindle://book?action=open&asin=B0CFDR3TYV&location=2695) ^ref-13567 --- “Hey I’m calling you to follow up about my email.” We either get a response or a real reason to reach out again. We win either way. — location: [2713](kindle://book?action=open&asin=B0CFDR3TYV&location=2713) ^ref-9409 --- Bottom line: Act like you’re actually trying to get ahold of these people, rather than going through the motions, and you probably will. — location: [2719](kindle://book?action=open&asin=B0CFDR3TYV&location=2719) ^ref-43977 --- Second, once you finish contacting your list, start back at the top again. This actually works for three reasons. — location: [2725](kindle://book?action=open&asin=B0CFDR3TYV&location=2725) ^ref-1440 --- Action Step. After you’ve attempted to contact them multiple times, multiple ways, wait three to six months. Then, do it again. — location: [2740](kindle://book?action=open&asin=B0CFDR3TYV&location=2740) ^ref-38460 --- The two times I failed at cold outreach I hired people who never tracked metrics well. The third person did. — location: [2754](kindle://book?action=open&asin=B0CFDR3TYV&location=2754) ^ref-24917 --- Email Example   Let’s say you send 100 personalized emails per day. From there, thirty percent open our email. From there, 10% reply showing interest. That means we’d have three engaged leads (30% x 10% = 3%). The numbers will vary but shoot for 3% of your list turning into engaged leads. — location: [2767](kindle://book?action=open&asin=B0CFDR3TYV&location=2767) ^ref-49952 --- you do well when the cost of doing cold outreach is less than three times what you make in profit from a customer. — location: [2779](kindle://book?action=open&asin=B0CFDR3TYV&location=2779) ^ref-10403 --- You don’t need to create lots of content or ads. You focus only on one perfectly crafted message you convey to all your prospects. Your only goal is to make that one message better every day. — location: [2812](kindle://book?action=open&asin=B0CFDR3TYV&location=2812) ^ref-6109 --- Your competition won’t know what you’re doing. — location: [2816](kindle://book?action=open&asin=B0CFDR3TYV&location=2816) ^ref-55538 --- It’s incredibly reliable. All you have to do to get more is do more. — location: [2819](kindle://book?action=open&asin=B0CFDR3TYV&location=2819) ^ref-14317 --- It becomes like clockwork, bringing a reliable flow of new engaged leads into your world. You can reverse engineer the amount of sales you want to make to the number of inputs at the top of your lead pathway. — location: [2820](kindle://book?action=open&asin=B0CFDR3TYV&location=2820) ^ref-12296 --- Fewer platform changes. Private communication is rarely subject to platform changes. — location: [2826](kindle://book?action=open&asin=B0CFDR3TYV&location=2826) ^ref-6911 --- No spokesperson = Sellable business. If an investor can buy it from you without worrying your business will stop getting customers if you leave….your business is far more valuable. — location: [2835](kindle://book?action=open&asin=B0CFDR3TYV&location=2835) ^ref-11138 --- Hard to copy. Even if someone wants to copy your entire cold outreach system, they’ll often need to learn how to do each step. And, many steps are invisible. — location: [2841](kindle://book?action=open&asin=B0CFDR3TYV&location=2841) ^ref-25774 --- I placed the ugliest ad you’ve ever seen:   I’M LOOKING FOR 5 CHINO HILLS RESIDENTS TO TAKE PLACE IN A FREE 6 WEEK CHALLENGE. YOU MUST LET US USE YOUR BEFORE AND AFTER PICTURES IN OUR MARKETING IN EXCHANGE FOR THE PROGRAM. CLICK LINK TO SIGN UP: [LINK] — location: [2889](kindle://book?action=open&asin=B0CFDR3TYV&location=2889) ^ref-35793 --- So it’s a game of efficiency rather than reach. — location: [2922](kindle://book?action=open&asin=B0CFDR3TYV&location=2922) ^ref-56198 --- So the question isn’t “do ads work?” it’s “how well can you make them work?” — location: [2925](kindle://book?action=open&asin=B0CFDR3TYV&location=2925) ^ref-48746 --- I start with the entire world as my audience (haystack) then narrow down to get a higher percentage of engaged leads (needles). — location: [2934](kindle://book?action=open&asin=B0CFDR3TYV&location=2934) ^ref-60114 --- First, I pick a platform that contains my ideal audience. Second, I use whatever targeting methods that exist within the platform to find them. Third, I craft my ad in a way that repels anyone else. Finally, I tell whoever’s left standing to take the next step. — location: [2935](kindle://book?action=open&asin=B0CFDR3TYV&location=2935) ^ref-40264 --- In other words, the ratio between what you spend and how much they buy goes down but the total amount of money you make goes up. So instead of spending $1000 to make $10,000 with $9000 in profit, you spend $100,000 to make $300,000 with $200,000 in profit. — location: [2942](kindle://book?action=open&asin=B0CFDR3TYV&location=2942) ^ref-1049 --- Paid ads give us four new problems to solve. Let’s break them down together:   1) Knowing where to advertise   2) Getting the right audience to see it   3) Making the best ad for them to see   4) Getting permission to contact them — location: [2946](kindle://book?action=open&asin=B0CFDR3TYV&location=2946) ^ref-45049 --- Here’s what I look for in a platform I want to advertise on:   I've used it and gotten value from it as a consumer. So I have some idea how it works.   I can target people on the platform interested in my stuff. — location: [2960](kindle://book?action=open&asin=B0CFDR3TYV&location=2960) ^ref-33201 --- I know how to format ads specific to the platform (which I’ll dive into in step three).   I have the minimum amount of money to spend to place an ad. — location: [2966](kindle://book?action=open&asin=B0CFDR3TYV&location=2966) ^ref-45983 --- Start with one platform that meets the four requirements. And start watching, listening, or reading ads on the platform as a first step to learning how to make one. — location: [2972](kindle://book?action=open&asin=B0CFDR3TYV&location=2972) ^ref-52551 --- Target a lookalike audience. — location: [2990](kindle://book?action=open&asin=B0CFDR3TYV&location=2990) ^ref-48505 --- Start with your list of current and previous customers. If your customer list is big enough to meet the platform minimum, use it. If it’s not big enough, add your warm reach out list. If it’s still not big enough, add your cold reach out leads to hit the minimum. — location: [2994](kindle://book?action=open&asin=B0CFDR3TYV&location=2994) ^ref-60657 --- Target with factors of your choosing. Targeting options include: age, income, gender, interests, time, location, etc. — location: [2998](kindle://book?action=open&asin=B0CFDR3TYV&location=2998) ^ref-22482 --- The wins from smaller specific audiences now give you the money to advertise to larger and broader audiences later. This is how you scale. — location: [3006](kindle://book?action=open&asin=B0CFDR3TYV&location=3006) ^ref-508 --- Bring all your lead lists together into one place. Separate them by past and previous customers, warm outreach, and cold outreach. — location: [3009](kindle://book?action=open&asin=B0CFDR3TYV&location=3009) ^ref-14867 --- Call Out + Value + Call to Action (CTA) — location: [3015](kindle://book?action=open&asin=B0CFDR3TYV&location=3015) ^ref-51193 --- I want to see how businesses do three things. 1) How they call out their ideal customers. 2) How they present the value elements. 3) How they give their audience a call to action. — location: [3019](kindle://book?action=open&asin=B0CFDR3TYV&location=3019) ^ref-24992 --- Let’s use the three chunks to make an ad.   1) Call Outs - I need to get them to notice my ad   2) Value - I need to get them interested in what I have to offer   3) Calls to Action - I need to tell them what to do next — location: [3025](kindle://book?action=open&asin=B0CFDR3TYV&location=3025) ^ref-48568 --- Call Out: People noticing your ad is the most important part of the ad…by a lot. The purpose of each second of the ad is to sell the next second of the ad. And the headline is the first sale. As David Ogilvy says “After you’ve written your headline, you’ve spent eighty cents of your advertising dollar.” — location: [3032](kindle://book?action=open&asin=B0CFDR3TYV&location=3032) ^ref-45469 --- my advertising became 20x more effective when I focused the majority of my effort on the first five seconds. — location: [3036](kindle://book?action=open&asin=B0CFDR3TYV&location=3036) ^ref-17290 --- This “first impression” is the part of the ad I test the most. — location: [3038](kindle://book?action=open&asin=B0CFDR3TYV&location=3038) ^ref-25289 --- Scientists call it the ‘cocktail party effect’. In simple terms, even when there’s tons of stuff going on, a single thing can still catch and hold our attention. — location: [3043](kindle://book?action=open&asin=B0CFDR3TYV&location=3043) ^ref-41142 --- A callout is whatever you do to get the attention of your audience. — location: [3047](kindle://book?action=open&asin=B0CFDR3TYV&location=3047) ^ref-31913 --- If someone drops a tray of dishes, everyone looks. If a child yells “MOM!”, then the moms look. If someone says your name, only you look. But again, they all get attention. — location: [3050](kindle://book?action=open&asin=B0CFDR3TYV&location=3050) ^ref-59074 --- Labels: A word or set of words putting people into a group. These include features, traits, titles, places, and other descriptors. Ex: *Clark County Moms* *Gym Owners* *Remote Workers* *I’m looking for XYZ* etc. To be most effective, your ideal customers need to identify with the label. — location: [3058](kindle://book?action=open&asin=B0CFDR3TYV&location=3058) ^ref-12104 --- People automatically identify with their local area. So with local ads, the more local, the better. A local ad with “LOCAL AREA + TYPE OF PERSON” — location: [3062](kindle://book?action=open&asin=B0CFDR3TYV&location=3062) ^ref-47471 --- Yes-Questions: Questions where if people answer “yes, that’s me” they qualify themselves for the offer. Ex: *Do you wake up to pee more than once a night?* *Do you have trouble tying your shoes?* *Do you have a home worth over $400,000?* — location: [3067](kindle://book?action=open&asin=B0CFDR3TYV&location=3067) ^ref-3716 --- If-Then Statements: If they meet your conditions then you help them make a decision. *If you run over $100,000 per month in ads, we can save you 20% or more... — location: [3071](kindle://book?action=open&asin=B0CFDR3TYV&location=3071) ^ref-2397 --- Ridiculous Results: Bizarre, rare, or out of the ordinary stuff someone would want. *Massage studio books out two years in advance. Clients furious.* *This woman lost 50 pounds eating pizza and fired her trainer* — location: [3076](kindle://book?action=open&asin=B0CFDR3TYV&location=3076) ^ref-48031 --- Let’s go back to the cocktail party. Sure, a dropped tray of dishes would get everyone’s attention, but so would the cling*cling*cling* of a knife against a champagne flute. They both get everyone’s attention for different reasons–one — location: [3079](kindle://book?action=open&asin=B0CFDR3TYV&location=3079) ^ref-35484 --- Here’s what I look for with nonverbal callouts- using the setting and spokesperson to get attention: — location: [3085](kindle://book?action=open&asin=B0CFDR3TYV&location=3085) ^ref-64832 --- Contrast: Any stuff that “sticks out” in the first few seconds. The colors. The sounds. The movements etc. Note what catches your attention. Ex: — location: [3087](kindle://book?action=open&asin=B0CFDR3TYV&location=3087) ^ref-19754 --- a)  A bright shirt almost always gets more attention than a black or dull shirt.   b) Attractive people almost always get more attention than plain looking people.   c)  Moving stuff almost always gets more attention than still stuff. — location: [3089](kindle://book?action=open&asin=B0CFDR3TYV&location=3089) ^ref-32519 --- Likeness: Think visually showing labels–features, traits, titles, places, and other descriptors that people identify with. — location: [3095](kindle://book?action=open&asin=B0CFDR3TYV&location=3095) ^ref-13499 --- So if you serve a broad customer base use more ethnicities, ages, genders, personalities etc. — location: [3099](kindle://book?action=open&asin=B0CFDR3TYV&location=3099) ^ref-63516 --- Quack like a duck. If you want to attract ducks, look like a duck, walk like a duck, and quack like a duck. If you want to attract plumbers, dress like a plumber, talk like a plumber, be in a plumbing environment. — location: [3102](kindle://book?action=open&asin=B0CFDR3TYV&location=3102) ^ref-52807 --- Advanced: Whichever likenesses you choose to use, if it’s not you, the business becomes less dependent on you and therefore more sellable. — location: [3114](kindle://book?action=open&asin=B0CFDR3TYV&location=3114) ^ref-14012 --- The Scene: Think showing the Yes-Questions and If-Then statements. — location: [3117](kindle://book?action=open&asin=B0CFDR3TYV&location=3117) ^ref-21692 --- 2) Get Them Interested. — location: [3139](kindle://book?action=open&asin=B0CFDR3TYV&location=3139) ^ref-29462 --- So the best ads make the benefits look as big as possible and the costs look as small as possible. — location: [3141](kindle://book?action=open&asin=B0CFDR3TYV&location=3141) ^ref-46928 --- I’ll share with you my What-Who-When Framework. This mental framework hinges on knowing the value equation forwards and backwards. So all you have to do is know eight key things about your own product or service: how it fulfills each element of value for your prospect, and how it helps them avoid their hidden costs — location: [3146](kindle://book?action=open&asin=B0CFDR3TYV&location=3146) ^ref-40037 --- In the words of David Ogilvy “The customer isn’t a moron. She’s your wife.” So you know what that means? Write to her. — location: [3154](kindle://book?action=open&asin=B0CFDR3TYV&location=3154) ^ref-44377 --- Ads cause the prospect to think questions to themselves. And a good ad answers those questions at precisely the time they think it. So if you can answer what they’re thinking with your ad, using the words they’d use, you’ve won. — location: [3155](kindle://book?action=open&asin=B0CFDR3TYV&location=3155) ^ref-9183 --- So let’s start with The What: Eight Key Elements — location: [3158](kindle://book?action=open&asin=B0CFDR3TYV&location=3158) ^ref-3704 --- Dream Outcome: A good ad will show and tell the maximum benefit the prospect can achieve using the thing you sell. — location: [3160](kindle://book?action=open&asin=B0CFDR3TYV&location=3160) ^ref-34212 --- Opposite - Nightmare: A good ad will also show them the worst possible hassles, pain, etc. of going without your solution. — location: [3164](kindle://book?action=open&asin=B0CFDR3TYV&location=3164) ^ref-29343 --- Perceived Likelihood of Achievement: Because of past failures, we assume that even when we buy, there’s a risk we don’t get what we want. Lower perceived risk by minimizing or explaining away past failures, emphasizing the success of people like them, — location: [3167](kindle://book?action=open&asin=B0CFDR3TYV&location=3167) ^ref-32471 --- Opposite - Risk: A good ad will also show them how risky it is to not act. — location: [3172](kindle://book?action=open&asin=B0CFDR3TYV&location=3172) ^ref-17189 --- Time Delay: A good ad will also show them how slow their current trajectory is or that they’ll never get what they want at their current rate… — location: [3176](kindle://book?action=open&asin=B0CFDR3TYV&location=3176) ^ref-4536 --- Opposite - Speed: To get things we want - we know we have to spend time getting them. A good ad will show and tell how much faster they will get the thing they want. — location: [3179](kindle://book?action=open&asin=B0CFDR3TYV&location=3179) ^ref-24776 --- Effort and Sacrifice: A good ad will also show them the amount of work and skill they’ll need to get the result without your solution. — location: [3183](kindle://book?action=open&asin=B0CFDR3TYV&location=3183) ^ref-57324 --- Opposite - Ease: To get things we want - we know we have to change something. — location: [3189](kindle://book?action=open&asin=B0CFDR3TYV&location=3189) ^ref-56390 --- Those are the 8 key elements. Now we fully understand The What – how we deliver the four value elements, and how we avoid their four opposites. — location: [3196](kindle://book?action=open&asin=B0CFDR3TYV&location=3196) ^ref-30383 --- Who: Humans are primarily status driven. And the status of one human comes from how the other humans treat them. So if your product or service changes how other people treat your customer, which it does in some way, it pays to show how. — location: [3201](kindle://book?action=open&asin=B0CFDR3TYV&location=3201) ^ref-36236 --- So we want to outline two groups of people. The first group is the people gaining status, your customers. — location: [3204](kindle://book?action=open&asin=B0CFDR3TYV&location=3204) ^ref-29707 --- The second group is the people giving it to them: Spouse, Kids, Parents, Extended Family, Colleagues, Bosses, Friends, Rivals, Competitors, etc. — location: [3205](kindle://book?action=open&asin=B0CFDR3TYV&location=3205) ^ref-62308 --- If I said something was risk free, I want to spell out how their spouse won’t nag them about the purchase since there’s no risk. I’d talk about how their kids would notice they weren’t as stressed or distracted anymore about work. How their competitors notice their phones don’t ring as much because all their customers are flowing to your new customer. How their business owner buddies say “business must be good” — location: [3211](kindle://book?action=open&asin=B0CFDR3TYV&location=3211) ^ref-14341 --- When: People often only think of how their decisions affect the here and now. But if we want to be extra compelling (and we do), we should also explain what their decisions led to in the past and what their decisions could lead to in the future. — location: [3224](kindle://book?action=open&asin=B0CFDR3TYV&location=3224) ^ref-10824 --- We’d show them getting teased as a kid (past) struggling to button their favorite pair of jeans (present) or moving up yet another belt loop (future). What does that nightmare look like to their spouse? To their rivals? How embarrassing! — location: [3231](kindle://book?action=open&asin=B0CFDR3TYV&location=3231) ^ref-3899 --- Putting the What, the Who, and the When together, we answer WHY they should be interested. — location: [3244](kindle://book?action=open&asin=B0CFDR3TYV&location=3244) ^ref-58580 --- Action Steps: Get as many advertising angles with your offer as you can with the What-Who-When framework.   What: Know the eight key things about your own product or service. How it fulfills each element of value, and how it helps avoid their opposites.   Who: Show how the eight key things about your product or service can change your prospect’s status. Then, show how the people they know give status — location: [3272](kindle://book?action=open&asin=B0CFDR3TYV&location=3272) ^ref-10733 --- When: Get the prospect to see the consequences of buying and not buying through their past, present, and future. — location: [3282](kindle://book?action=open&asin=B0CFDR3TYV&location=3282) ^ref-11090 --- 3) CTA - Tell Them What To Do Next — location: [3289](kindle://book?action=open&asin=B0CFDR3TYV&location=3289) ^ref-30036 --- Tell them exactly what to do next. S-P-E-L-L it out: Click this button. Call this number. Reply with “YES.” Go to this website. Scan this QR Code (wink). So many ads still don’t do this. — location: [3292](kindle://book?action=open&asin=B0CFDR3TYV&location=3292) ^ref-61301 --- Make CTAs quick and easy. Easy phone numbers, obvious buttons, simple websites. — location: [3296](kindle://book?action=open&asin=B0CFDR3TYV&location=3296) ^ref-12618 --- Step #4 “How do I get their info?” → Get Permission To Contact Them After they take the action–Get. Their. Contact. Information — location: [3313](kindle://book?action=open&asin=B0CFDR3TYV&location=3313) ^ref-27986 --- My favorite way to get contact information is a simple landing page. Don’t overthink it. — location: [3315](kindle://book?action=open&asin=B0CFDR3TYV&location=3315) ^ref-5170 --- The simpler your landing page, the easier it is to test. — location: [3316](kindle://book?action=open&asin=B0CFDR3TYV&location=3316) ^ref-45130 --- People click an ad because you promised them some benefit. So carry that same look and language over to your landing page. Make sure what you promised in your ad is what you deliver. — location: [3320](kindle://book?action=open&asin=B0CFDR3TYV&location=3320) ^ref-16996 --- For example, “Now that you just did A, you need to do B to get the most of A.” Or “Doing A makes you a ‘doing A’ kind of person. Doing A kind of people, do B.” — location: [3327](kindle://book?action=open&asin=B0CFDR3TYV&location=3327) ^ref-65381 --- Action Step: Build your first landing page. — location: [3332](kindle://book?action=open&asin=B0CFDR3TYV&location=3332) ^ref-25842 --- The reality is that paid ads, any advertising really, is all about the return on your investment. — location: [3364](kindle://book?action=open&asin=B0CFDR3TYV&location=3364) ^ref-28354 --- So if you want a $100M leads machine, you just need to get it "good enough" to scale. Why? Because good enough is good enough. — location: [3366](kindle://book?action=open&asin=B0CFDR3TYV&location=3366) ^ref-6818 --- “But how much do I spend on paid ads?”→ The Three Phases of Scaling Paid Ads — location: [3380](kindle://book?action=open&asin=B0CFDR3TYV&location=3380) ^ref-8429 --- There are three stages to spending money on ads as I see it.   Phase One: Track Money   Phase Two: Lose Money   Phase Three: Print Money — location: [3382](kindle://book?action=open&asin=B0CFDR3TYV&location=3382) ^ref-21159 --- Phase One: Track Money. Before spending a dollar on ads, set everything up so you can accurately track your returns. If you don’t track, you’re gonna get cleaned out. — location: [3390](kindle://book?action=open&asin=B0CFDR3TYV&location=3390) ^ref-48332 --- Phase Two: Lose money (half-joking). I prefer to call it ‘investing in a money printing machine.’ After all, when running paid ads, you pay first. — location: [3397](kindle://book?action=open&asin=B0CFDR3TYV&location=3397) ^ref-19852 --- I emphasize this because I'd rather prepare you: you’re gonna lose money. — location: [3400](kindle://book?action=open&asin=B0CFDR3TYV&location=3400) ^ref-58502 --- Imagine I spend $100 on ten ads - $1,000 in total. Nine of them lose all $100. Then, one of them makes $500 back for the $100 I spent. I’m still down $500. Many people stop here because they see a $500 dollar loss. But not us. We see a winner. So now we buckle up and 100x down. We spend $10,000 on the winning ad and make $50,000 back. — location: [3407](kindle://book?action=open&asin=B0CFDR3TYV&location=3407) ^ref-2765 --- I still lost nine times, but the one time I won, I won big. — location: [3410](kindle://book?action=open&asin=B0CFDR3TYV&location=3410) ^ref-31618 --- But, to win big, you have to see the winners and double, triple, quadruple, 10x down on them. — location: [3412](kindle://book?action=open&asin=B0CFDR3TYV&location=3412) ^ref-44941 --- I budget two times the cash I collect from a customer in thirty days (not LTGP) when testing new ads. — location: [3416](kindle://book?action=open&asin=B0CFDR3TYV&location=3416) ^ref-38783 --- For example, if I know I make $100 in profit from a customer in the first thirty days, I’ll let an ad go up to $200 in spend before shutting it off (as long as I’m getting leads). If I’m not getting any leads from an ad at all, before I spend 1x thirty-day cash I shut it off ($100 in the example). — location: [3420](kindle://book?action=open&asin=B0CFDR3TYV&location=3420) ^ref-59501 --- Phase Three: Print Money. If you’re making back more money than you spend - the answer is simple - spend as much as you can. — location: [3432](kindle://book?action=open&asin=B0CFDR3TYV&location=3432) ^ref-42963 --- Instead of asking “How much money should I spend on an ad?” I ask “How many customers do I want?” or “How many customers can I handle?” — location: [3437](kindle://book?action=open&asin=B0CFDR3TYV&location=3437) ^ref-2404 --- So once ads break even or better, I reverse my budget from my sales goals. If I can only handle 100 customers next month, and customers cost me $100 to get, I‘d need to spend $10,000 to get them (100 x $100). — location: [3438](kindle://book?action=open&asin=B0CFDR3TYV&location=3438) ^ref-59292 --- I reverse my daily ad budget from my lead-getting goal. Then, I commit to it. — location: [3441](kindle://book?action=open&asin=B0CFDR3TYV&location=3441) ^ref-23124 --- Efficient paid ads make more money than they cost. If that sounds painfully obvious, good. You’ve already got most people beat. — location: [3447](kindle://book?action=open&asin=B0CFDR3TYV&location=3447) ^ref-11619 --- I measure paid ad efficiency by comparing the lifetime gross profit of a customer (LTGP) with the cost to acquire a customer (CAC). I express this ratio as LTGP to CAC. — location: [3448](kindle://book?action=open&asin=B0CFDR3TYV&location=3448) ^ref-26229 --- I Measure LTGP Instead of “Lifetime Value” or “LTV” — location: [3450](kindle://book?action=open&asin=B0CFDR3TYV&location=3450) ^ref-18565 --- Every business I invest in that struggles to scale has at least one thing in common - their LTGP to CAC ratio was less than 3 to 1. — location: [3464](kindle://book?action=open&asin=B0CFDR3TYV&location=3464) ^ref-57771 --- The cost to acquire customers, between competitors in the same industry, is much closer than you’d think. The difference between the winners and the losers is how much they make off each customer. — location: [3483](kindle://book?action=open&asin=B0CFDR3TYV&location=3483) ^ref-6169 --- Research your industry averages for the cost to acquire customers. If your CAC is below 3x your industry average (good), focus on your business model (LTGP). If your CAC is above 3x the average (bad), focus on your advertising (CAC). — location: [3488](kindle://book?action=open&asin=B0CFDR3TYV&location=3488) ^ref-65185 --- if your customer spends more than it costs you to get and fulfill them–in the first 30 days–then you have the funds to scale now and forever. I call this client financed acquisition. — location: [3504](kindle://book?action=open&asin=B0CFDR3TYV&location=3504) ^ref-39115 --- ($100 LTGP) / ($30 CAC)  = 3.3 LTGP / 1 CAC →  3.3:1 Our ads make money. Hooray. — location: [3524](kindle://book?action=open&asin=B0CFDR3TYV&location=3524) ^ref-57907 --- Here’s the way I fix it- I immediately sell them more stuff   If I offer a $100 upsell (with 100% margins) that one in five new customers take. That adds $20 of gross profit per customer.   ($100 upsell) /(5 customers) = $20 average upsell dollars per customer. — location: [3532](kindle://book?action=open&asin=B0CFDR3TYV&location=3532) ^ref-26724 --- Every $10 a month that comes in thereafter is “gravy.” — location: [3545](kindle://book?action=open&asin=B0CFDR3TYV&location=3545) ^ref-56166 --- If I cover the cost to get and fulfill a customer in the first thirty days I can pay off my card, then do it again. It’s how I’ve scaled every company I’ve started for the past seven years past $1M/mo in the first twelve months — location: [3548](kindle://book?action=open&asin=B0CFDR3TYV&location=3548) ^ref-16226 --- Bottom Line: Figure out a way to get your customers to pay you back in the first thirty days so you can recycle your cash to get more customers. — location: [3551](kindle://book?action=open&asin=B0CFDR3TYV&location=3551) ^ref-63725 --- If your engaged leads have the problem you solve and the money to spend, and they’re not buying, then your ads work fine–you have a sales problem. — location: [3561](kindle://book?action=open&asin=B0CFDR3TYV&location=3561) ^ref-48510 --- Your Best Free Content Can Make The Best Paid Ads. — location: [3563](kindle://book?action=open&asin=B0CFDR3TYV&location=3563) ^ref-43023 --- If you make a free content piece that generates sales, or performs very well, nine times out of ten it’ll make a great paid ad. — location: [3564](kindle://book?action=open&asin=B0CFDR3TYV&location=3564) ^ref-15416 --- User Generated Content (UGC). If you can get your customers to create testimonials or reviews using your product, post them. If they perform well as free content, they often make killer ads too. — location: [3566](kindle://book?action=open&asin=B0CFDR3TYV&location=3566) ^ref-3937 --- I can teach you how to place an ad in twenty minutes. It’ll cost ya $100. — location: [3577](kindle://book?action=open&asin=B0CFDR3TYV&location=3577) ^ref-1436 --- Search “HOW TO PLACE A [PLATFORM] AD.” Then place one for $100. Don’t go all the way to the end then chicken out. Spend the gosh darn money. Rip off the bandaid. As soon as you do - you’re no longer an observer, you're in the game. — location: [3582](kindle://book?action=open&asin=B0CFDR3TYV&location=3582) ^ref-60602 --- Simply stated:   1) You can do more of what you’re currently doing.   2) You can do what you’re currently doing better.   3) You can do it somewhere new. — location: [3670](kindle://book?action=open&asin=B0CFDR3TYV&location=3670) ^ref-62459 --- Here’s how I do more: The Rule of 100   The rule of 100 is simple. You advertise your stuff by doing 100 primary actions every day, for one hundred days in a row. That’s it. I don't make many promises, but this is one. If you do 100 primary actions per day, and you do it for 100 days straight, you will get more engaged leads. Commit to the rule of 100 and you will never go hungry again. — location: [3696](kindle://book?action=open&asin=B0CFDR3TYV&location=3696) ^ref-38089 --- Warm Reach Outs: 100 reach outs per day — location: [3704](kindle://book?action=open&asin=B0CFDR3TYV&location=3704) ^ref-12944 --- Post Content:   100 minutes per day making content. — location: [3707](kindle://book?action=open&asin=B0CFDR3TYV&location=3707) ^ref-21803 --- Cold Reach Outs:   100 reach outs per day — location: [3713](kindle://book?action=open&asin=B0CFDR3TYV&location=3713) ^ref-15614 --- Paid Ads:   100 minutes per day making paid ads   Example primary actions: direct response media ads, direct mail, seminar, podcast spots, — location: [3719](kindle://book?action=open&asin=B0CFDR3TYV&location=3719) ^ref-13648 --- Aim for Client Financed Acquisition. — location: [3724](kindle://book?action=open&asin=B0CFDR3TYV&location=3724) ^ref-32153 --- Every action a lead takes before they become a customer is a potential “drop-off” point. So I do the most testing at whatever step the most leads drop off. — location: [3739](kindle://book?action=open&asin=B0CFDR3TYV&location=3739) ^ref-23711 --- I call these “constraints.” Constraints are the points where the smallest improvements create the biggest boost in results. — location: [3741](kindle://book?action=open&asin=B0CFDR3TYV&location=3741) ^ref-47842 --- For example, if you have three steps in your process:   30% Optin (give you their contact information)   5% Apply ← This is the constraint because it has the biggest drop-off   50% Schedule   But let’s ignore the constraint for a moment. Imagine we improve each step by 5% by itself.   30 + 5%→35% Optin = 16% Increase in leads (1.16x)   5 + 5%→10% Apply = 100% Increase in leads (2x)   50 + 5%→55% Schedule = 10% Increase in leads (1.1x)     We get wildly different results! Improving the constraint also comes out the clear winner. So, focus on the constraint. — location: [3742](kindle://book?action=open&asin=B0CFDR3TYV&location=3742) ^ref-39645 --- Here’s how I get better: I test one thing per week per platform. — location: [3758](kindle://book?action=open&asin=B0CFDR3TYV&location=3758) ^ref-435 --- In every company I own, I set up a testing schedule. Every Monday we run one split test per platform. We give it a week. And the next Monday, we do three things:   1) Look at the results, and pick the winners for each platform test.   2) Then (important), we write down the results of the test in a log of all tests. So the next time we do something, we start a zillion improvements later, not at square one.   3) Come up with our next test to beat our current ‘best’ version. If we can’t beat the version we’re currently running in four tries (or one month), we move onto the next constraint. — location: [3775](kindle://book?action=open&asin=B0CFDR3TYV&location=3775) ^ref-25641 --- The Size Of The Pie Fallacy. A small business uses one of the core four, on one platform, in one specific way, with a very targeted audience. And in that same space, advertising the same way, there may only be a handful of other competitors. — location: [3806](kindle://book?action=open&asin=B0CFDR3TYV&location=3806) ^ref-7568 --- the order I pick my next ‘new’ comes down to one thing: what will get me the most leads for the amount of work? That is the rule. — location: [3828](kindle://book?action=open&asin=B0CFDR3TYV&location=3828) ^ref-16732 --- New placements→New Platforms→New Core Four. — location: [3830](kindle://book?action=open&asin=B0CFDR3TYV&location=3830) ^ref-45052 --- Exhaust more better first. Once you can’t do anymore, any better (meaning the returns are lower than putting that same effort into a new platform) try new. Use this rough order: new placement, new platform, new core four activity. — location: [3839](kindle://book?action=open&asin=B0CFDR3TYV&location=3839) ^ref-5886 --- ‘More Better New’ Summary   First, you do way more of the advertising that works until it “breaks.” Then, the next drop off point becomes obvious. Then you keep that level of advertising up while you go back, fix the constraint, and make it better. So really, better and more work with each other more than they work separately. — location: [3844](kindle://book?action=open&asin=B0CFDR3TYV&location=3844) ^ref-11568 --- “What’s stopping them from doing ten times what they’re currently doing?” — location: [3850](kindle://book?action=open&asin=B0CFDR3TYV&location=3850) ^ref-29769 --- Whenever I build a business I think about it this way–after I do warm outreach to get my pool of customers going–if I have more time than money, I move to posting content. If I have more money than time, I go with cold outreach or running ads. — location: [3869](kindle://book?action=open&asin=B0CFDR3TYV&location=3869) ^ref-57906 --- But remember, you only need to do one to get engaged leads. So, just pick one. Then, max it out. — location: [3872](kindle://book?action=open&asin=B0CFDR3TYV&location=3872) ^ref-62606 --- You get a lead getter who gets lead getters. — location: [3946](kindle://book?action=open&asin=B0CFDR3TYV&location=3946) ^ref-56561 --- #1 Customers- they buy your stuff then tell other people about it to get you leads.   #2 Employees- people in your business that get you leads.   #3 Agencies- businesses with services that get you leads.   #4 Affiliates- businesses who tell their audiences about your stuff to get you leads. — location: [3972](kindle://book?action=open&asin=B0CFDR3TYV&location=3972) ^ref-47519 --- “The best source of new work, is the work on your desk” - Charlie Munger — location: [3994](kindle://book?action=open&asin=B0CFDR3TYV&location=3994) ^ref-54830 --- An amazing product turns every customer into a lead getter. — location: [4078](kindle://book?action=open&asin=B0CFDR3TYV&location=4078) ^ref-32816 --- They’re worth more (higher LTGP). Referrals buy more expensive stuff and buy it more times. They also tend to pay in cash upfront. Lovely. — location: [4095](kindle://book?action=open&asin=B0CFDR3TYV&location=4095) ^ref-33307 --- They cost less (lower CAC). If one customer sends you another customer because they like your stuff, that new customer costs you nothing. — location: [4098](kindle://book?action=open&asin=B0CFDR3TYV&location=4098) ^ref-49088 --- With word of mouth, one customer brings two. Two bring four. Four bring eight. And so forth. It’s not linear, it’s exponential. — location: [4112](kindle://book?action=open&asin=B0CFDR3TYV&location=4112) ^ref-11876 --- Look at the referral growth equation to see it in action. Referrals (in) minus churned customers (out). — location: [4115](kindle://book?action=open&asin=B0CFDR3TYV&location=4115) ^ref-26243 --- “Everyone loves our stuff, we just need to get the word out!” - says every small business owner with a product that’s not as good as they think it is. — location: [4139](kindle://book?action=open&asin=B0CFDR3TYV&location=4139) ^ref-34389 --- So if you sell direct to consumers and they are not bringing you more customers, your product has room to improve. — location: [4143](kindle://book?action=open&asin=B0CFDR3TYV&location=4143) ^ref-18792 --- Price is what you charge. Value is what they get. The difference between price and value is goodwill. — location: [4155](kindle://book?action=open&asin=B0CFDR3TYV&location=4155) ^ref-21429 --- This means that price not only communicates value, but it’s also how we judge value. Economics dorks call it ‘customer surplus’. But I’m just gonna call it goodwill. — location: [4157](kindle://book?action=open&asin=B0CFDR3TYV&location=4157) ^ref-13932 --- There are two ways to build goodwill with your customers. You can lower your price or you can give more value. — location: [4161](kindle://book?action=open&asin=B0CFDR3TYV&location=4161) ^ref-10683 --- Six Ways To Get More Referrals By Giving More Value — location: [4168](kindle://book?action=open&asin=B0CFDR3TYV&location=4168) ^ref-38422 --- Call Outs → Sell Better Customers   Dream Outcome → Set Better Expectations   Increase Perceived Likelihood of Achievement → Get More People Better Results   Decrease Time Delay → Get Faster Results   Decrease Effort and Sacrifice → Keep Making Your Stuff Better   Call to Action → Tell Them What To Buy Next — location: [4172](kindle://book?action=open&asin=B0CFDR3TYV&location=4172) ^ref-2067 --- Call outs → Sell Better Customers. We want to sell better customers because they get the most value from our products. Customers that get the most value have the most goodwill. — location: [4184](kindle://book?action=open&asin=B0CFDR3TYV&location=4184) ^ref-24590 --- Increase the quality of the prospect, and you’ll increase the quality of the product. Figure out what your most successful customers have in common. — location: [4202](kindle://book?action=open&asin=B0CFDR3TYV&location=4202) ^ref-51218 --- Slowly lower the promises you make when making offers. Keep lowering them until your close rates lower. — location: [4222](kindle://book?action=open&asin=B0CFDR3TYV&location=4222) ^ref-52420 --- So now, to get everyone the best results, we figure out what the best ones did. — location: [4231](kindle://book?action=open&asin=B0CFDR3TYV&location=4231) ^ref-64392 --- If a gym owner ran paid ads and made a sale in the first seven days, their LTGP tripled. Once we realized this, we focused on getting everyone to launch ads and make sales in the first seven days. — location: [4236](kindle://book?action=open&asin=B0CFDR3TYV&location=4236) ^ref-16701 --- Step #1: Survey customers to find the ones who got the best results.   Step #2: Interview them to find out what they did differently.   Step #3: Look at the actions they had in common. — location: [4242](kindle://book?action=open&asin=B0CFDR3TYV&location=4242) ^ref-3357 --- Step #4: Force new customers to repeat the actions that got the best results.   Step #5: Measure the improvement in average customer results (speed and outcome)   Step #6: Match the conditions of your guarantee to the actions that get the best results to get more people to do them. — location: [4248](kindle://book?action=open&asin=B0CFDR3TYV&location=4248) ^ref-14303 --- Figure out what the best people did. Then get everyone to do it. Make your guarantees around the actions that create the most success. — location: [4256](kindle://book?action=open&asin=B0CFDR3TYV&location=4256) ^ref-64822 --- The customer can get one win at the end of that week or win every day with daily progress updates. Same amount of progress, seven times the wins. — location: [4264](kindle://book?action=open&asin=B0CFDR3TYV&location=4264) ^ref-51435 --- If I have seven small things to deliver, I deliver them at shorter intervals rather than all at once. — location: [4269](kindle://book?action=open&asin=B0CFDR3TYV&location=4269) ^ref-62409 --- Updates are wins. If it’s a bigger project, I share progress updates as frequently as possible. You can never give someone too much good news. — location: [4271](kindle://book?action=open&asin=B0CFDR3TYV&location=4271) ^ref-6576 --- Customers form their lasting impression of a business within the first forty-eight hours after they buy. Force a good impression. — location: [4273](kindle://book?action=open&asin=B0CFDR3TYV&location=4273) ^ref-24475 --- BAMFAM: Book-A-Meeting-From-A-Meeting. — location: [4277](kindle://book?action=open&asin=B0CFDR3TYV&location=4277) ^ref-43981 --- Never expect customers to forgive you. Ever. So act like it. For example, you can deliver early, but never late. I add fifty percent to my timelines so I always deliver early. That makes “on time” for me early for them. — location: [4279](kindle://book?action=open&asin=B0CFDR3TYV&location=4279) ^ref-63289 --- Break down outcomes into the smallest possible increment. Communicate as often as reasonable (even if there is no progress, update them). — location: [4283](kindle://book?action=open&asin=B0CFDR3TYV&location=4283) ^ref-39078 --- Set timelines with breathing room. Deliver early. — location: [4284](kindle://book?action=open&asin=B0CFDR3TYV&location=4284) ^ref-46969 --- Use customer service data, surveys, and reviews to find the most common problem with your product. — location: [4294](kindle://book?action=open&asin=B0CFDR3TYV&location=4294) ^ref-36027 --- Figure out your fix. To get a headstart, get feedback from the customers who made your product work for them despite the problem it has. — location: [4296](kindle://book?action=open&asin=B0CFDR3TYV&location=4296) ^ref-46290 --- Use that feedback to improve your product.   Step #4:Give the new version to a small group of your (struggling) customers.   Step #5:Get your next round of feedback. If you solved the original problem, then roll it out to all customers. If it didn’t, go back to step #2.   Step #6:Move to the next most common problem and repeat the process. Do this until the end of time. — location: [4298](kindle://book?action=open&asin=B0CFDR3TYV&location=4298) ^ref-38897 --- Tell Them What To Buy Next: If you have an amazing product, they’ll want more. — location: [4311](kindle://book?action=open&asin=B0CFDR3TYV&location=4311) ^ref-44023 --- If you don’t, they’ll still buy… but from someone else. — location: [4312](kindle://book?action=open&asin=B0CFDR3TYV&location=4312) ^ref-23578 --- Treat every customer like it's the first time you've sold them. Make sure your next offer is more compelling than your first. Remind them to buy more after each big win. — location: [4323](kindle://book?action=open&asin=B0CFDR3TYV&location=4323) ^ref-33733 --- You’ve lost all your customers but one. The gods of advertising ban you from doing the core four and decree:   -All customers must come from this one customer.   -Violate our terms and we will destroy your business, and every other business you start, for eternity. — location: [4330](kindle://book?action=open&asin=B0CFDR3TYV&location=4330) ^ref-45603 --- Do you know why businesses have so few referrals compared to what they could have? They never ask for them. Your customers, like any audience, can only know what to do if you tell them. — location: [4348](kindle://book?action=open&asin=B0CFDR3TYV&location=4348) ^ref-43899 --- Asking for referrals only works when you treat it like an offer. The referrals come when you show the value the customer gets when they refer their friends. — location: [4352](kindle://book?action=open&asin=B0CFDR3TYV&location=4352) ^ref-41935 --- Dropbox gave free storage to customers and free storage to the friends they referred. The referral program went viral and they 39 x'd their business in fifteen months. — location: [4356](kindle://book?action=open&asin=B0CFDR3TYV&location=4356) ^ref-34680 --- Paypal gave $10 in credit to customers and $10 to the friends they referred. Within two years, the program helped them reach a million users, and six years later, they hit 100 million users. They still use it today. — location: [4361](kindle://book?action=open&asin=B0CFDR3TYV&location=4361) ^ref-23117 --- Pay your average cost to acquire a customer (CAC) to the referrer or the friend. Make them aware of the incentive. — location: [4372](kindle://book?action=open&asin=B0CFDR3TYV&location=4372) ^ref-41244 --- Also, ask them to do it right when they buy…don’t wait. — location: [4375](kindle://book?action=open&asin=B0CFDR3TYV&location=4375) ^ref-1063 --- Two-Sided Referral Benefits: This is what Dropbox and PayPal used. We pay our CAC to both parties. — location: [4380](kindle://book?action=open&asin=B0CFDR3TYV&location=4380) ^ref-4040 --- People who do our program with someone else tend to get 3x the results. Who else could you do this program with? — location: [4398](kindle://book?action=open&asin=B0CFDR3TYV&location=4398) ^ref-31994 --- In other words, if someone wants to pay $400 and your price is $500, you can give them the discount in exchange for an introduction to three friends. — location: [4402](kindle://book?action=open&asin=B0CFDR3TYV&location=4402) ^ref-54669 --- “Yea - Stacy got $100 off because she referred three friends. I'm happy to give you $100 if you refer me three friends. Who do you have in mind?” — location: [4409](kindle://book?action=open&asin=B0CFDR3TYV&location=4409) ^ref-31477 --- So customers only refer when they think it’s very likely their friend will have a good experience. In other words, when the benefits to them personally outweigh the risk of hurting the relationship with their friend. — location: [4460](kindle://book?action=open&asin=B0CFDR3TYV&location=4460) ^ref-46402 --- So give more than you get and you’ll never go hungry again. This is how we treat our customers. — location: [4466](kindle://book?action=open&asin=B0CFDR3TYV&location=4466) ^ref-64599 --- I am compensated tomorrow for the value I provide today. — location: [4469](kindle://book?action=open&asin=B0CFDR3TYV&location=4469) ^ref-40157 --- Figure out your referral percentages and churn percentages to set a baseline. Implement the six “giving value” steps to build goodwill. Then capitalize on that goodwill, using one or more of the seven ways to ask for referrals. — location: [4472](kindle://book?action=open&asin=B0CFDR3TYV&location=4472) ^ref-1628 --- For your business to run without you, other people need to run it. — location: [4557](kindle://book?action=open&asin=B0CFDR3TYV&location=4557) ^ref-14197 --- you become much wealthier because your business is now worth something to someone else. You turned a liability that relied on you into an asset you can rely on. — location: [4573](kindle://book?action=open&asin=B0CFDR3TYV&location=4573) ^ref-49244 --- ‘If you want it done right, get someone to spend all their time doing it.’   ‘If I can do it, someone else can do it better.’   ‘Everyone is replaceable, especially me.’ — location: [4619](kindle://book?action=open&asin=B0CFDR3TYV&location=4619) ^ref-18555 --- Warm Outreach→Asking Your Network Cold Outreach→ Recruiting Post Content→Posting Job Openings Paid Ads→Promoting Job Postings   Customer Referrals→Employee Referrals Affiliates→ Associations, Guilds, Listservs etc. Agencies→ Staffing firms etc. Employees→Employees (unchanged) — location: [4642](kindle://book?action=open&asin=B0CFDR3TYV&location=4642) ^ref-26164 --- I think about and actually approach training with this 3Ds mental model: document, demonstrate, duplicate. — location: [4662](kindle://book?action=open&asin=B0CFDR3TYV&location=4662) ^ref-5717 --- Step One - Document. You make a checklist. You already know how to do the thing. Now you just need to write down the steps exactly as you do it. — location: [4664](kindle://book?action=open&asin=B0CFDR3TYV&location=4664) ^ref-34476 --- Once you’ve got everything put into the checklist, bust it out on your next work block and only follow those steps. Can you do an A+ job only following your directions exactly? If you can, you have the first draft of your checklist for the job. — location: [4669](kindle://book?action=open&asin=B0CFDR3TYV&location=4669) ^ref-56042 --- Step Two - Demonstrate: You do it in front of them. Just like your parents taught you how to tie your shoes. You sit down and walk them through the checklist step by step. This may take a while depending on how many steps it takes to complete the thing. — location: [4675](kindle://book?action=open&asin=B0CFDR3TYV&location=4675) ^ref-6167 --- Step Three - Duplicate: They do it in front of you. Now it’s their turn. — location: [4680](kindle://book?action=open&asin=B0CFDR3TYV&location=4680) ^ref-44621 --- We just want them to duplicate what we did. So if the checklist is right, the outcome will be the same. — location: [4682](kindle://book?action=open&asin=B0CFDR3TYV&location=4682) ^ref-62430 --- Think about it this way, if you vanished tomorrow, could a stranger get the results you get if they only followed your checklist? That’s the level of clarity to shoot for. — location: [4689](kindle://book?action=open&asin=B0CFDR3TYV&location=4689) ^ref-15045 --- If they get it wrong or get confused then we got it wrong or made it confusing. — location: [4694](kindle://book?action=open&asin=B0CFDR3TYV&location=4694) ^ref-23701 --- Focus on your employee’s ability to follow directions more than whether they get the right result. This is super important because if you train your employees to follow directions then… they will follow directions. And, if they follow directions and get the wrong result… then you know it’s the directions. — location: [4705](kindle://book?action=open&asin=B0CFDR3TYV&location=4705) ^ref-24931 --- Avoid punishment or penalties of any type for doing stuff wrong during training. As a rule of thumb–reward the good stuff you want them to do more of and they'll do more of it. — location: [4717](kindle://book?action=open&asin=B0CFDR3TYV&location=4717) ^ref-35783 --- It’s hard to fix multiple things when you've never done something before. Give feedback one step at a time. — location: [4720](kindle://book?action=open&asin=B0CFDR3TYV&location=4720) ^ref-24220 --- Whenever there is a major dip from normal performance, retrain the team. — location: [4723](kindle://book?action=open&asin=B0CFDR3TYV&location=4723) ^ref-12943 --- Total Payroll / Total Engaged Leads = Cost per engaged lead. — location: [4732](kindle://book?action=open&asin=B0CFDR3TYV&location=4732) ^ref-48495 --- Ex: $100,000 / 1000 leads = $100 per engaged lead — location: [4734](kindle://book?action=open&asin=B0CFDR3TYV&location=4734) ^ref-35144 --- If one out of ten of the engaged leads become customers then our CAC is $1000   ○   ($100 per engaged lead) x (10 engaged leads per customer) = $1000 CAC   ●   If each customer has an LTGP of $4000 then you have an LTGP : CAC of 4:1   ○   ($4000 LTGP) / ($1000 CAC) = 4:1 — location: [4736](kindle://book?action=open&asin=B0CFDR3TYV&location=4736) ^ref-37426 --- I get about 30,000 engaged leads per month at Acquistion.com. I run no paid ads, and do no outreach. But the team responsible for creating the content that generates that interest is about $100,000 per month. This means, it costs me roughly $3.33 per engaged lead ($100,000 / 30,000 leads) in payroll to generate them. We make much more than $3.33 per lead, so we’re profitable. — location: [4743](kindle://book?action=open&asin=B0CFDR3TYV&location=4743) ^ref-52100 --- Do my engaged leads have the problem I solve and the money to spend?   If no, then they’re not qualified–that’s an advertising problem.   If yes, then they’re qualified and:   They’re buying but you don’t have enough of them–advertising problem.   They’re qualified but not buying–sales problem. — location: [4754](kindle://book?action=open&asin=B0CFDR3TYV&location=4754) ^ref-52382 --- having guts is a skill. And that means anyone can have the guts if they learn how. — location: [4780](kindle://book?action=open&asin=B0CFDR3TYV&location=4780) ^ref-5466 --- If I want to learn new ways to do content, outreach, or paid ads, then I hire agencies offering new ways to do them. They’ve already made the big mistakes. — location: [4910](kindle://book?action=open&asin=B0CFDR3TYV&location=4910) ^ref-41487 --- Hiring an agency is all about investing in important skills you can’t really learn anywhere else. — location: [4916](kindle://book?action=open&asin=B0CFDR3TYV&location=4916) ^ref-36589 --- “I want to do what you do in my business, but I don’t know how. I’d like to work with you for 6 months so I can learn how you do it. Plus, I’ll pay extra for you to break down why you make the decisions you do and the steps you take to make them. Then, after I get a good idea of how it all works, I’ll start training my team on it. And once they can do it well enough, I’d like to change to a lower cost consulting arrangement. This way, you can still help us if we run into problems. Are you opposed to this?” — location: [4928](kindle://book?action=open&asin=B0CFDR3TYV&location=4928) ^ref-20934 --- I hire one “good enough” agency to learn the ropes of a new platform. Then, I hire a more elite agency to learn how to maximize it–and I cannot recommend this strategy enough. — location: [4941](kindle://book?action=open&asin=B0CFDR3TYV&location=4941) ^ref-59722 --- Now it isn’t the last word on what makes a good agency, but it is useful stuff that’s worked for me. — location: [4959](kindle://book?action=open&asin=B0CFDR3TYV&location=4959) ^ref-8003 --- Somebody I know got good results working with them. If you only know about an agency from their paid ads or cold outreach… they probably aren’t as good as the ones who rely solely on word of mouth (and the best ones do). — location: [4963](kindle://book?action=open&asin=B0CFDR3TYV&location=4963) ^ref-36396 --- Prominent companies got good results working with them. — location: [4966](kindle://book?action=open&asin=B0CFDR3TYV&location=4966) ^ref-23342 --- waiting list. When demand for a service exceeds the supply, they are probably — location: [4968](kindle://book?action=open&asin=B0CFDR3TYV&location=4968) ^ref-41589 --- clear sales process that makes a point to set realistic expectations. — location: [4970](kindle://book?action=open&asin=B0CFDR3TYV&location=4970) ^ref-54776 --- No short term hacks. They keep the talk on long term strategy. They also give clear timelines for setup, scaling, and results. — location: [4972](kindle://book?action=open&asin=B0CFDR3TYV&location=4972) ^ref-38918 --- They tell me exactly what they need from me, when they need it, and how they use it. — location: [4974](kindle://book?action=open&asin=B0CFDR3TYV&location=4974) ^ref-21204 --- They suggest a regular schedule of meetings and offer several ways to update me on their progress. — location: [4976](kindle://book?action=open&asin=B0CFDR3TYV&location=4976) ^ref-25728 --- They give updates in simple terms and have clear ways to track so I know how costs compare with results. — location: [4979](kindle://book?action=open&asin=B0CFDR3TYV&location=4979) ^ref-60270 --- They make a good offer:   Dream outcome: is what they promise what I want?   Perceived likelihood of achievement: how many other people like me have they gotten there?   Time delay: how long will it take?   Effort and sacrifice: what do they require me to do when working with them? What will I have to give up? Can I stick with those for a long time?   10)      They are expensive. All good agencies are expensive… but not all expensive agencies are good. So talk with as many as it takes. — location: [4981](kindle://book?action=open&asin=B0CFDR3TYV&location=4981) ^ref-264 --- But, affiliates demand a unique type of offer. Instead of offering your product, you offer a fast, simple, and easy way to make commissions promoting it. — location: [5094](kindle://book?action=open&asin=B0CFDR3TYV&location=5094) ^ref-37596 --- For the same effort, you sell ten affiliates per month. Each month, those affiliates bring you one of those $10,000 customers. Now, every single month you add an extra $100,000 in revenue. In twelve months you’ve made 7.8 million. And it grows every month thereafter. Same work, more money. High-Leverage. — location: [5110](kindle://book?action=open&asin=B0CFDR3TYV&location=5110) ^ref-22058 --- ALAN grew with three levels of affiliates:   1) Agency super-affiliates who brought agency leads   2) Agencies who brought local business leads   3) Local businesses who brought end consumer leads — location: [5119](kindle://book?action=open&asin=B0CFDR3TYV&location=5119) ^ref-44600 --- Step 1: Find Your Ideal Affiliates — location: [5143](kindle://book?action=open&asin=B0CFDR3TYV&location=5143) ^ref-50010 --- Step 2: Make Them an Offer    Step 3: Qualify Them   Step 4: Figure Out What To Pay Them   Step 5: Get Them Advertising   Step 6: Keep Them Advertising — location: [5145](kindle://book?action=open&asin=B0CFDR3TYV&location=5145) ^ref-39573 --- Step 1: Find Your Ideal Affiliate   The ideal affiliate has a business with a warm audience full of people like your customers. — location: [5156](kindle://book?action=open&asin=B0CFDR3TYV&location=5156) ^ref-16672 --- What do they buy? → Who provides that stuff? — location: [5160](kindle://book?action=open&asin=B0CFDR3TYV&location=5160) ^ref-44461 --- For example, when I started ALAN, agency owners were my ideal affiliate. So I made a list of 200 products and services for agencies and the businesses that delivered them. — location: [5171](kindle://book?action=open&asin=B0CFDR3TYV&location=5171) ^ref-59270 --- softwares, products, equipment, services, groups they belong to, and events they attended. — location: [5173](kindle://book?action=open&asin=B0CFDR3TYV&location=5173) ^ref-24472 --- Make a sheet with each of these questions and categories. Search online to fill it in. — location: [5180](kindle://book?action=open&asin=B0CFDR3TYV&location=5180) ^ref-44843 --- Create a lead list of your highest potential affiliates. — location: [5181](kindle://book?action=open&asin=B0CFDR3TYV&location=5181) ^ref-41697 --- Step 2: Make Them An Offer — location: [5183](kindle://book?action=open&asin=B0CFDR3TYV&location=5183) ^ref-45309 --- same way we would any other offer. We call out our audience, show our value elements, and then call them to action. — location: [5185](kindle://book?action=open&asin=B0CFDR3TYV&location=5185) ^ref-49017 --- Since affiliates are businesses, or start a business by signing up, you offer them a new way to make money. We’ll start with the callout. — location: [5186](kindle://book?action=open&asin=B0CFDR3TYV&location=5186) ^ref-14504 --- Most affiliate money making offers show value like this:   Make more money from your current customers and get more leads than your current offer (dream outcome)…with a high chance of working since your customers already want the product (perceived likelihood of achievement)...without needing to build, deliver, or provide customer support for the product yourself (effort and sacrifice)...so you can start selling it tomorrow (time delay). — location: [5208](kindle://book?action=open&asin=B0CFDR3TYV&location=5208) ^ref-18897 --- Step 3: Qualify Them   Potential affiliates become actual affiliates when they understand and agree to your terms. — location: [5221](kindle://book?action=open&asin=B0CFDR3TYV&location=5221) ^ref-25162 --- Here are the two ways I get my affiliates invested and winning: make them a customer, and make them an expert. Let’s dive into each. — location: [5227](kindle://book?action=open&asin=B0CFDR3TYV&location=5227) ^ref-13327 --- Way #1: Make Them A Customer: Make them buy and preferably use the product to keep affiliate status. — location: [5231](kindle://book?action=open&asin=B0CFDR3TYV&location=5231) ^ref-13573 --- If they don’t believe in your stuff enough to buy it, they probably shouldn’t sell it. — location: [5233](kindle://book?action=open&asin=B0CFDR3TYV&location=5233) ^ref-35811 --- Way #2: Make Them An Expert: I make them pay for the onboarding and training — location: [5238](kindle://book?action=open&asin=B0CFDR3TYV&location=5238) ^ref-45024 --- How much do I charge? I recommend 10-20% of what the average active affiliate makes in the first twelve months. So if your average affiliate makes $40,000 per year selling your stuff, then charge $4000-$8000 to onboard and train them. — location: [5244](kindle://book?action=open&asin=B0CFDR3TYV&location=5244) ^ref-59690 --- Action Step: Make your affiliates customers, experts, or both (my favorite way). — location: [5250](kindle://book?action=open&asin=B0CFDR3TYV&location=5250) ^ref-61794 --- The first biggest problem to solve with affiliates is getting them bought in. But the second biggest problem is how to keep them bought in. — location: [5256](kindle://book?action=open&asin=B0CFDR3TYV&location=5256) ^ref-50216 --- When I figure out ways to pay affiliates I look at two basic things:   What they get paid for   How much they get paid — location: [5260](kindle://book?action=open&asin=B0CFDR3TYV&location=5260) ^ref-20042 --- 1. What They Get Paid For   Before I do any affiliate payout money math I ask myself a simple question. What exactly do I want the affiliate to do? Once I figure that out, that is what I pay them for. — location: [5266](kindle://book?action=open&asin=B0CFDR3TYV&location=5266) ^ref-15087 --- I pay affiliates for two basic things: new customers, and repeat customers. — location: [5270](kindle://book?action=open&asin=B0CFDR3TYV&location=5270) ^ref-43730 --- Over time, if you track your metrics better, you can pay them for steps before someone becomes a customer. Like for the lead magnets downloaded, appointments set, or anything else you know reliably turns into sales for you. — location: [5271](kindle://book?action=open&asin=B0CFDR3TYV&location=5271) ^ref-19804 --- How Much They Get Paid   I suggest paying affiliates based on your maximum allowable cost to acquire a customer (CAC). — location: [5274](kindle://book?action=open&asin=B0CFDR3TYV&location=5274) ^ref-17159 --- Example: choosing your maximum allowable CAC. Let’s say we sell a single-use product for $200 and it costs $40 to fulfill. This gives us $160 to pay the affiliate and run the business. If we want an LTGP:CAC ratio of 3:1 then three parts goes to the business–$120. And one part, $40, goes to the affiliate. This means we will pay up to $40 for an affiliate to get a new customer. — location: [5277](kindle://book?action=open&asin=B0CFDR3TYV&location=5277) ^ref-13583 --- Not all affiliates are created equal. So, I suggest having a three-tier payout structure. — location: [5284](kindle://book?action=open&asin=B0CFDR3TYV&location=5284) ^ref-12745 --- Tier 1: 25% CAC = $10 Payout - Anyone who agrees to my initial terms qualifies. — location: [5287](kindle://book?action=open&asin=B0CFDR3TYV&location=5287) ^ref-41083 --- Tier 2: 50% CAC = $20 Payout  - Once they activate. — location: [5291](kindle://book?action=open&asin=B0CFDR3TYV&location=5291) ^ref-30707 --- Example: actually finishing the certification they bought, doing a specific number of posts and outreach, doing a launch, etc. — location: [5293](kindle://book?action=open&asin=B0CFDR3TYV&location=5293) ^ref-13394 --- Tier 3: 100% CAC = $40 Payout - Once they sustain a level of performance. — location: [5298](kindle://book?action=open&asin=B0CFDR3TYV&location=5298) ^ref-8925 --- For example, if 20% of sales come from tier 1, 20% from tier 2, and 60% from tier 3, your blended payout is $30 instead of your maximum allowable CAC of $40. This means your LTGP : CAC ratio just improved from 3:1 to 4:1. — location: [5307](kindle://book?action=open&asin=B0CFDR3TYV&location=5307) ^ref-49207 --- Step 5: Get Them Advertising – Launch   Like referrers, how much value affiliates get from you determines how much they advertise your stuff. So, treat them like customers. Give them something good, fast. — location: [5314](kindle://book?action=open&asin=B0CFDR3TYV&location=5314) ^ref-20055 --- Here’s how launches work:   Affiliates advertise your lead magnet or core offer to their audience before they can buy it. — location: [5319](kindle://book?action=open&asin=B0CFDR3TYV&location=5319) ^ref-51220 --- They post. They do warm outreach. They run paid ads. They may even do cold outreach. They do as much advertising as they can until the day of launch. When the product is available, they sell it to all the engaged leads they assembled. — location: [5322](kindle://book?action=open&asin=B0CFDR3TYV&location=5322) ^ref-12339 --- Before we get launching, remember: good launches have the work done ahead of time. — location: [5329](kindle://book?action=open&asin=B0CFDR3TYV&location=5329) ^ref-23209 --- Whisper: Think “Call Outs.” Like an ad, the key to the whisper phase is curiosity. Keep the product itself mysterious and hint at how big of a deal it is. Keep whispers short. And bonus points if you show behind the scenes of making your product. — location: [5334](kindle://book?action=open&asin=B0CFDR3TYV&location=5334) ^ref-50325 --- If you have something in the works, you can start the whisper phase a few years out. The further out you start whispering, the bigger deal it becomes to your audience. — location: [5338](kindle://book?action=open&asin=B0CFDR3TYV&location=5338) ^ref-2851 --- Remember: curiosity comes from wanting to know what happens next. So embed questions about the product in their minds. — location: [5343](kindle://book?action=open&asin=B0CFDR3TYV&location=5343) ^ref-31288 --- For example during the whisper phase of my book launch: I posted content, reached out to friends, emailed my list, and told potential affiliates about major updates to the book. — location: [5346](kindle://book?action=open&asin=B0CFDR3TYV&location=5346) ^ref-8924 --- Action Step: Start whispering every four to six weeks until you get sixty days out. Then whisper every two to three weeks until you get thirty days out. — location: [5352](kindle://book?action=open&asin=B0CFDR3TYV&location=5352) ^ref-15084 --- Tease: Think “Elements Of Value.” It’s time to start satisfying all the curiosity you created during the whisper phase. Reveal your product, make the date of the launch public, and start showing the elements of value. Use the What-Who-When Framework from the paid ads chapter. — location: [5356](kindle://book?action=open&asin=B0CFDR3TYV&location=5356) ^ref-40795 --- Action Step: Start teasing once per week until fourteen days out. Then tease twice per week until three days out. Three days out, it’s time to shout from the rooftops. — location: [5365](kindle://book?action=open&asin=B0CFDR3TYV&location=5365) ^ref-5910 --- Shout: Think “Call to Action.” Give specific actions for the audience to take when the product launches. Now you start pounding the audience with bonuses, scarcity, urgency, and guarantees around being “the first ones.” — location: [5369](kindle://book?action=open&asin=B0CFDR3TYV&location=5369) ^ref-46440 --- Action Step: Shout at least twice a day starting three days out. On the day of, start shouting every few hours until two hours out. Then shout every thirty minutes until you launch the product. — location: [5376](kindle://book?action=open&asin=B0CFDR3TYV&location=5376) ^ref-58259 --- Step 6: Keep Them Advertising   The strategy we use to start them advertising differs from the one we use to keep them advertising. — location: [5383](kindle://book?action=open&asin=B0CFDR3TYV&location=5383) ^ref-6165 --- I’ve got three ways you can integrate your product into their offer. — location: [5388](kindle://book?action=open&asin=B0CFDR3TYV&location=5388) ^ref-50712 --- First, you can get them to give away your lead magnet with every purchase of their stuff. Second, you can get them to sell your lead magnet separately to their audience. Third, you can get them to directly sell your core offer. — location: [5389](kindle://book?action=open&asin=B0CFDR3TYV&location=5389) ^ref-28058 --- 1) Affiliates Give Your Lead Magnet Away When Somebody Buys Their Stuff. — location: [5398](kindle://book?action=open&asin=B0CFDR3TYV&location=5398) ^ref-21875 --- Remember, the best lead magnets give away a free trial or sample of your thing, reveal a problem, or offer a single step of a multi-step solution. — location: [5400](kindle://book?action=open&asin=B0CFDR3TYV&location=5400) ^ref-57264 --- What I did. We’d get gym affiliates to give away a free nutrition consult to every new member. Then, we’d upsell our products at the consult. — location: [5414](kindle://book?action=open&asin=B0CFDR3TYV&location=5414) ^ref-39080 --- 2) Affiliates Sell Your Lead Magnet. Basically, the affiliate can sell anything of yours that turns their customers into your customers. — location: [5423](kindle://book?action=open&asin=B0CFDR3TYV&location=5423) ^ref-7055 --- And if you do it this way, you don't need to split any money with them on your core offer. Another win-win. — location: [5427](kindle://book?action=open&asin=B0CFDR3TYV&location=5427) ^ref-62789 --- 3) Affiliates Sell Your Core Offer. An affiliate sells your core offer directly to their customers and adds another source of income without extra work. — location: [5439](kindle://book?action=open&asin=B0CFDR3TYV&location=5439) ^ref-53827 --- Integration is the long term strategy for using affiliates to get enduring lead flow. Treat affiliates like customers. — location: [5453](kindle://book?action=open&asin=B0CFDR3TYV&location=5453) ^ref-58200 --- there are two ways to create a compounding business. You can find more people that never stop buying your stuff or you can find more people who never stop selling it for you. — location: [5575](kindle://book?action=open&asin=B0CFDR3TYV&location=5575) ^ref-2625 --- Advertise your affiliate offer until you get ten to twenty affiliates. Get results with those affiliates and use their feedback to work the kinks out of your offer, terms, launches, and integration strategy. Then, scale like crazy by turning their results into your first batch of affiliate lead magnets. — location: [5589](kindle://book?action=open&asin=B0CFDR3TYV&location=5589) ^ref-30427 --- Once you find something that works for you–stick to what you pick. Those are the best words of encouragement I can offer. — location: [5623](kindle://book?action=open&asin=B0CFDR3TYV&location=5623) ^ref-38204 --- “At this point, I don’t expect to learn anything new from courses. I have to learn by doing. And I ‘do’ by spending a percentage of my revenue to test new campaigns, new channels, new pages, or just plain crazy ideas. And I learn something every time I test, so the money is well spent. Whenever one of these tests is a winner, and some are, it’s a big deal. I learn something amazing and make far more money than I spent. It raises the bar for my business and, more importantly, myself. So whether it's 1%, 5%, or 10%, set some percentage of your advertising budget aside to try new things without expecting a return. Consider it an investment in your education.” — location: [5687](kindle://book?action=open&asin=B0CFDR3TYV&location=5687) ^ref-47717 --- But my mindset had completely changed. I’d either make more, or get better: — location: [5700](kindle://book?action=open&asin=B0CFDR3TYV&location=5700) ^ref-45515 --- So test until you find something that works. Take massive action. Stay focused. Double down on it until it breaks. — location: [5712](kindle://book?action=open&asin=B0CFDR3TYV&location=5712) ^ref-16885 --- You either win or you learn. — location: [5717](kindle://book?action=open&asin=B0CFDR3TYV&location=5717) ^ref-8020 --- Advertising in Real Life: Open To Goal — location: [5739](kindle://book?action=open&asin=B0CFDR3TYV&location=5739) ^ref-63482 --- I promised myself I would never let effort be the reason anything didn't work for me. It could be something else. The offer. The copy. The image. The targeting. The media. The platform. The position of the moon. But not. my. effort. — location: [5791](kindle://book?action=open&asin=B0CFDR3TYV&location=5791) ^ref-35516 --- I lacked what can be described in a single word: volume. — location: [5796](kindle://book?action=open&asin=B0CFDR3TYV&location=5796) ^ref-13032 --- “Success comes down to doing the obvious thing for an uncommonly long period of time without convincing yourself you’re smarter than you are.” — location: [5797](kindle://book?action=open&asin=B0CFDR3TYV&location=5797) ^ref-57481 --- Most people do not get that advertising is an inputs and outputs game. — location: [5807](kindle://book?action=open&asin=B0CFDR3TYV&location=5807) ^ref-59396 --- You don’t just commit to doing something a specific number of times… you commit to the work until you hit a specific number of outcomes–no matter what. — location: [5821](kindle://book?action=open&asin=B0CFDR3TYV&location=5821) ^ref-20250 --- work until the job is done. Give up the idea of ‘doing your best.’ Instead, do what is required. And sometimes that means your best just needs to get better. — location: [5825](kindle://book?action=open&asin=B0CFDR3TYV&location=5825) ^ref-30173 --- How I Make Open To Goal Work For Myself — location: [5828](kindle://book?action=open&asin=B0CFDR3TYV&location=5828) ^ref-52789 --- And since I have a good idea of what I can do in a day, I set my daily goal accordingly. Then, only after my dedicated block of work–do I go put out fires, talk to humans, and deal with the other day to day stuff. — location: [5844](kindle://book?action=open&asin=B0CFDR3TYV&location=5844) ^ref-50226 --- One Page Advertising Checklist   Step #1: Pick The Type Of Engaged Lead To Get: Customers, Affiliates, Employees, or Agencies   Step #2: Pick Rule of 100 or Open To Goal. Commit To Your Daily Advertising Actions — location: [5859](kindle://book?action=open&asin=B0CFDR3TYV&location=5859) ^ref-24826 --- Step #3: Fill Out The Advertising Checklist For That Daily Action — location: [5866](kindle://book?action=open&asin=B0CFDR3TYV&location=5866) ^ref-61894 --- Step #4: Do this daily action until you have enough money to afford paying someone else to do it. — location: [5869](kindle://book?action=open&asin=B0CFDR3TYV&location=5869) ^ref-57571 --- Step #5: When you do, go back to step 1. Make employees your new target lead type. And repeat steps 1-4 until you have the help you need. Then, scale again. — location: [5871](kindle://book?action=open&asin=B0CFDR3TYV&location=5871) ^ref-44818 --- Level 1: Your friends know about the stuff you sell. — location: [5907](kindle://book?action=open&asin=B0CFDR3TYV&location=5907) ^ref-26861 --- Primary Action: Warm outreach. — location: [5912](kindle://book?action=open&asin=B0CFDR3TYV&location=5912) ^ref-39527 --- Level 2: You consistently let everyone you know about the stuff you sell. — location: [5913](kindle://book?action=open&asin=B0CFDR3TYV&location=5913) ^ref-52024 --- Primary Actions: Do as much warm outreach and post as much content as you can consistently. — location: [5921](kindle://book?action=open&asin=B0CFDR3TYV&location=5921) ^ref-8139 --- Level 3: You get employees to help you do more advertising. — location: [5923](kindle://book?action=open&asin=B0CFDR3TYV&location=5923) ^ref-63879 --- Primary Action: You hire people to advertise profitably on your behalf. — location: [5928](kindle://book?action=open&asin=B0CFDR3TYV&location=5928) ^ref-57538 --- Level 4: Your product is good enough to get consistent referrals. You continue building goodwill and shoot for getting 25% or more of your customers from referrals. — location: [5930](kindle://book?action=open&asin=B0CFDR3TYV&location=5930) ^ref-11673 --- Primary Actions: Focus on your product until you get consistent referrals then go back to scaling your advertising with a bigger team. — location: [5937](kindle://book?action=open&asin=B0CFDR3TYV&location=5937) ^ref-46930 --- Level 5: You advertise in more places in more ways with more people. — location: [5940](kindle://book?action=open&asin=B0CFDR3TYV&location=5940) ^ref-11957 --- Primary Action: Advertise profitably using at least two methods on multiple platforms. — location: [5948](kindle://book?action=open&asin=B0CFDR3TYV&location=5948) ^ref-50160 --- Level 6: You hire killers. Your executives grow departments specific to an advertising method or platform without you. And you're not looking for potential. You're looking for experienced leaders specializing in exactly what you want. We capped here. — location: [5950](kindle://book?action=open&asin=B0CFDR3TYV&location=5950) ^ref-35877 --- Primary Action: Get battle-hardened executives and department heads to take over new advertising activities and channels. — location: [5958](kindle://book?action=open&asin=B0CFDR3TYV&location=5958) ^ref-48302 --- Your media team scales tons of free content, in all media types, on many platforms. — location: [5979](kindle://book?action=open&asin=B0CFDR3TYV&location=5979) ^ref-40250 --- You regularly make offers to your warm audience to get more customers or affiliates. — location: [5980](kindle://book?action=open&asin=B0CFDR3TYV&location=5980) ^ref-65439 --- Your ravenous audience makes anything you launch immediately profitable. — location: [5982](kindle://book?action=open&asin=B0CFDR3TYV&location=5982) ^ref-12240 --- You have teams running and scaling profitable paid ads across multiple platforms.   Your cold outreach team gets you more customers.   You have an affiliate manager launching and integrating all new affiliates.   You have recruiters and recruiting agencies bringing in more lead getters.   Your product is so good that a third of your customers bring you more customers.   Your executive team drives all this growth without you.   And…you have more engaged leads than you can possibly handle. — location: [5985](kindle://book?action=open&asin=B0CFDR3TYV&location=5985) ^ref-24831 --- How to define a lead from this point forward. Now you know what you’re after: engaged leads, not just leads. — location: [6012](kindle://book?action=open&asin=B0CFDR3TYV&location=6012) ^ref-11457 --- 2) How to turn leads into engaged leads with an offer or lead magnet. And, how to make them. — location: [6014](kindle://book?action=open&asin=B0CFDR3TYV&location=6014) ^ref-47636 --- 3) The Core Four - the only four ways we can let people know about the stuff we sell.   a)  How to reach out to people who know us: ask them if they know anybody   b) How to post publicly: hook, retain, reward. Give until they ask.   c)  How to reach out to strangers: lists, personalization, big fast value, volume   d) How to run paid ads to strangers: targeting, callouts, What-Who-Whens, CTAs, client financed acquisition — location: [6016](kindle://book?action=open&asin=B0CFDR3TYV&location=6016) ^ref-12900 --- 4) Maximizing the Core Four: More Better New   a)  What keeps us from doing what I’m currently doing at ten times the volume? Then solving for that.   b) Finding the constraint in our advertising. Then testing until it frees the constraint. Then doing more until it gets constrained again. — location: [6027](kindle://book?action=open&asin=B0CFDR3TYV&location=6027) ^ref-27359 --- 5) The Four Lead Getters: Customers, Employees, Agencies, and Affiliates   a)  How to get customers to refer other customers   b) How to get employees to scale your advertising without you   c)  How to get an agency to teach you new skills   d) How to get affiliates launched and integrated — location: [6034](kindle://book?action=open&asin=B0CFDR3TYV&location=6034) ^ref-31161 --- 6) When advertising in the real world: The Rule of 100 and Open to Goal   a)  The five step one-page advertising plan to get more leads today. — location: [6043](kindle://book?action=open&asin=B0CFDR3TYV&location=6043) ^ref-2726 --- If you’re struggling to figure out who to sell to, I released a chapter called “Your First Avatar” between this book and the last. Think of it like a ‘single’ from a music album. You can get it for free at Acquisition.com/avatar. Just pop in your email and we’ll send it over. — location: [6137](kindle://book?action=open&asin=B0CFDR3TYV&location=6137) ^ref-1379 ---