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8 years of marketing advice in 70 minutes — Transcript

by Mark Builds Brands · 16,422 words · 2,331 segments · language en · Watch on YouTube

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0:00Hey guys, Mark here. In this video I'm
0:01going to be going over eight years worth
0:03of marketing advice. I have worked 10 to
0:0514 hours every single day basically
0:07without exception over the last eight
0:08years. I've spent ends of millions of
0:10dollars on paid ads and I have made a
0:12lot of really stupid and expensive
0:14mistakes. I am making this video because
0:16I wish that somebody told me everything
0:18in this video before I ever got my toes
0:21into marketing. And just so we're clear,
0:23this is not going to be one of those
0:24videos where I say, "Oh, in order to
0:26have good marketing, you need to make a
0:27good hook." No, we all know that's
0:29surface level and you're here for
0:30something deeper. You're here for the
0:32real truth. So this video is going to be
0:34me stripping away all the noise and
0:36telling you actually what works right
0:38now with marketing. And since this is
0:39going to be a pretty meaty video, I'm
0:41going to be breaking this down into four
0:43sections. Section number one is how to
0:45think. Section number two, how to
0:47create. Section three, how to understand
0:49the math. And section number four, what
0:51I refer to as the multiplier. If you
0:54actually learn and implement everything
0:56in this video, this will be the most
0:57valuable video that you have watched all
0:59year. And just as some quick proof, in
1:00the last 30 days in just one of my
1:02brands we've done over $2 million in
1:03revenue profitably. And in just one of
1:05my ad accounts just over the last few
1:06years spent just under $4 million. Now,
1:09in order to become good at marketing,
1:10first we have to understand how to
1:11think. Because if you start to think
1:12like a marketer, you've actually already
1:14lost. Instead, you should be thinking
1:16like a mad scientist. I believe that
1:18everything in marketing boils down to
1:20one single word. And if you're able to
1:22properly understand this one single word
1:24and think through the lens of this one
1:26single word, everything else becomes
1:28substantially easier. And the one word
1:30that I'm referring to here is going to
1:31be contrast. Probably not the word that
1:34you're expecting. So let me kind of
1:35explain what I mean here. In order to
1:36become good at marketing, the best
1:39marketers are able to create the widest
1:41range of contrast. Now, when I think of
1:43the word contrast, you can think of in
1:45photography or videography, it's the
1:46ability to make something stand out from
1:49the background. To be able to stand out
1:51from the noise. A lot of times in web
1:53development this is used as well and you
1:54can see a really good example of having
1:56a good contrast ratio would be something
1:58like having black text on a white
1:59background or having white text on a
2:01black background or something like this
2:03or maybe you've seen this warm paper.
2:05All of these have very high contrast.
2:06Now, on the other hand, you have an
2:07example of low contrast where the text
2:09here is clearly not standing out
2:12whatsoever. So, every ad you create,
2:14every piece of content that you create,
2:16your job is to create the most amount of
2:18contrast in the mind of the customer.
2:20This is literally like the origin of
2:23everything because everybody's being
2:25bombarded by marketing material every
2:26single day. It's not about like creating
2:28good marketing, it's creating marketing
2:30material that is allowing you to stand
2:32out from everything else. And so, if I'm
2:34going to go and enter a new market, this
2:36is literally what I'm thinking. I'll go
2:37look at the top competitors in the
2:39space, I'll go look at top content
2:40creators in the space, I'll look at what
2:42everybody is doing, and I will ask one
2:44simple question, which is, how can I do
2:46the exact opposite? How can I see what
2:48everybody is doing, what everybody is
2:50already being bombarded with every
2:51single day, and literally do the polar
2:53opposite of just so I can create the
2:55maximum degree of contrast. This is true
2:57in every piece of marketing that you've
2:58ever, you know, interacted with. If you
3:00go and look at your email and you go
3:01look at the subject lines in the email,
3:0399% of them look the exact same and
3:06therefore they don't stand out because
3:07they they don't have any degree of
3:09contrast. The same is true with your
3:10content, the same is true with your ads,
3:12the same is true of any piece of
3:13marketing material. Your goal is to
3:15stand out and I know that sounds really
3:17pretty basic and of course easier said
3:18than done, but that's why I'm
3:19structuring this video this way because
3:21if you don't understand this and
3:22approach things in a contrarian way,
3:25you're immediately just like shooting
3:26yourself in the foot because you're just
3:27going to blend in with everybody. A lot
3:29of guys are just going to look at what
3:31the top guys are doing, you know, go
3:33look at the big big brands, you know,
3:34the Apple, the all these massive
3:36companies, and don't get me wrong,
3:37there's things to take away from them,
3:38but at the same time, most of the
3:40marketing material is being ignored in
3:42the world. Therefore, you have to be
3:44able to create a gap between what people
3:46are currently consuming and being able
3:48to do something completely different
3:50that immediately catches the attention
3:51of people. Humans are incredibly
3:53habitual creatures, whether that's an
3:55addictive habit or a good habit, like
3:57reading a book. Your job is literally to
4:00break the freaking habit that people
4:02have. If you're running ads, you have to
4:04break the habit of them scrolling. If
4:06you're sending emails, you have to break
4:07the habit of them cleaning out their
4:09inbox of all the [ __ ] promotional
4:11material that's in there. Your goal is
4:12to break the pattern. The reason why
4:14this is so important, by the way, is
4:16because almost every single niche, every
4:18single market is just chock-full of
4:20competition. People talk about blue
4:22ocean strategy and red ocean strategy,
4:23and there's validity to many of them.
4:25However, when's the last time you
4:27legitimately entered a market and there
4:28was zero competition whatsoever? At some
4:30level, you're competing against other
4:32people. And so, I think for the far, far
4:34majority of markets, with very few
4:36exceptions, you are in stage four
4:38sophistication or greater. All right?
4:41This is a concept from legendary
4:42marketer Eugene Schwartz that basically
4:44shows the stages that a market goes
4:46through from the time that there is zero
4:48competitors, literally nothing there,
4:50which would be like level one stage of
4:51sophistication, where you just make a
4:52claim, you'll do well. You know, like
4:54when I think the best industry to look
4:55at when it comes to stages of
4:57sophistication is the cigarette
4:59industry. If you go and understand your
5:01history of advertising, you can see the
5:03birth of a new market go through every
5:05single stage here, from level one all
5:06the way up to level five. When literally
5:08just put an ad on [ __ ] billboard that
5:11just says cigarettes, that's level one
5:13stage of sophistication. But,
5:14immediately, you have to then compete on
5:16claims, which would be level two. And
5:18after all the claims get bigger and
5:20bigger and bigger to the point where
5:21they're not even believable, then you
5:22move into stage three, where you have to
5:23build a mechanism. But, the point I'm
5:25making here is that there's competition
5:27in almost any market. So, you can't just
5:29come in and be average. You have to come
5:31in with the mindset of being completely
5:34different than even that the top
5:36competitor in the space, because that's
5:38how you can really create your own
5:39niche. If you guys are familiar with the
5:41book as zero to one, the whole concept
5:43of zero to one by Peter Thiel is
5:45basically, if there's this massive mega
5:47market, your goal is not to go and try
5:49to capture 100% of this mega market.
5:51It's just not even feasible. Instead,
5:53you should try to capture a smaller
5:55market and your goal ultimately with
5:56capturing the smaller market is going to
5:58be 100% market share. Your goal is
6:00monopoly. But guess what? You can't own
6:03100% of a market if there's competitors
6:05everywhere. So again, the point I'm
6:07making here is that every market to some
6:09degree has competition. So your goal is
6:11not to just resonate most with the
6:13customer. Your goal ultimately is to
6:14create the highest degree of contrast to
6:16stand out from all the [ __ ] that people
6:18are being bombarded with every single
6:20day. Because if you look like everyone
6:22else, if your marketing just looks like
6:23everybody else's, you immediately blend
6:25in. So the question you need to answer
6:26is not how do I market better? It's
6:28literally how do I look nothing like
6:31anybody else? How can I be the exact
6:32polar opposite of everybody else's
6:35already seeing? And my favorite example
6:37to use here is Sam Sulek. Sam Sulek, if
6:39you somehow haven't heard of him yet on
6:41YouTube, is one of the top fitness
6:42creators in the space. I started
6:44watching Sam's content when he had
6:46around 10,000 subscribers on his
6:48channel. And the reason that I started
6:50watching is because if you do a search
6:52on YouTube and you look for, you know,
6:54fitness content, how to get jacked,
6:56whatever, typically see all the videos
6:58look the exact same. These super highly
7:00produced thumbnails, over enthusiastic
7:03creators, you know, like the influencer
7:04voice, like they're talking like
7:06influencers. And so I know Sam probably
7:08didn't do this intentionally, but he's
7:09the perfect example of this because if
7:11you look at what everybody is doing, he
7:13did the exact opposite. Instead of super
7:15highly over produced thumbnails, he
7:16didn't have thumbnails at all. He's just
7:17using a frame of his video. If you look
7:19at the style of fitness content, which
7:21is relatively short form, you know,
7:22anywhere from like 9 to 15 minutes, he
7:25started making videos that were 30 plus
7:27minutes long. And there's so many more
7:29details here that I could go into. And
7:30this isn't just for content, by the way.
7:31This is for advertising as well.
7:33Whatever it is, you have to look at what
7:35everybody else is doing and do the exact
7:37opposite. I don't know the exact stats,
7:39but I do believe that this is one of the
7:41fastest, if not the fastest growing
7:42fitness account of all time. And And it
7:45comes down to creating the highest
7:47degree of contrast and doing the exact
7:49opposite of everybody else. Because most
7:51people, they think the reason that he's
7:53successful is just because oh, he was
7:55being authentic. Like all these, you
7:56know, fitness creators are not
7:57authentic. Sam, he's really authentic.
8:00That's like the perception, but if you
8:01dig deeper, there's actually so many
8:03things that you can pick apart. That's
8:04why I said you need to think like a mad
8:05scientist, not like a marketer. Cuz you
8:07think like a scientist, you can start to
8:09pick apart all the details that, you
8:11know, likely weren't intentional from
8:12Sam. Maybe they were. He's a smart dude.
8:14It's ultimately about creating all the
8:15different variables that are completely
8:17different from anything else that people
8:18are accustomed to seeing. The reason he
8:21was successful is his high degree of
8:23contrast, not authenticity, even though
8:25authenticity would be included in this
8:27case with the high degree of contrast.
8:29Now, a minute ago I touched on the
8:30concept of red ocean theory and blue
8:33ocean theory. And if you're not
8:34familiar, it's basically just two
8:36opposite ends of the spectrum where if
8:38you have a blue ocean over here, there's
8:40literally zero competition whatsoever.
8:42And on the right-hand side of screen, of
8:43course, you would have the red ocean
8:45where there's just competitors go lower.
8:47Like you basically are immediately
8:48stepping into bloody waters and all the
8:50profits are being competed away in the
8:52same way that you'd have like in
8:54economies of scale. If you're starting a
8:56new business, or even if you have an
8:57existing business, the way that this
8:58applies to you is I actually don't think
9:00there's a right answer here. If you have
9:02to choose between a blue ocean and a red
9:04ocean, those are both pretty shitty
9:05options, you know? Like you either have
9:07zero market demand over here. Potential
9:10The potential is off the charts, of
9:11course, but you have zero proven demand
9:13of the market, which immediately you're
9:14going to have a lot of things not go
9:16your way. As a little bonus here, one of
9:18the most fundamental rules of market of
9:20all time, taken from Eugene Schwartz, is
9:22mass desire cannot be created. It can
9:25only be transferred. So, if you're
9:27trying to like educate your market, just
9:29give up. Instead, you should channel the
9:31existing desire into your product. But
9:34anyways, back to the point. Blue ocean,
9:35of course, it sounds great in theory.
9:37You know, you have unlimited profits
9:39virtually, but no proven demand
9:40whatsoever. On the red side, you have
9:42the exact opposite. You have incredible
9:44demand. You have a ton of competition,
9:45but you have also a million competitors
9:48and all the profits are being competed
9:49away and you're very, very late in the
9:52stages of sophistication. And so, when
9:53I'm talking about contrast, I'm saying
9:55you need contrast not just in your
9:57marketing material, your content, your
9:58ad, etc. You also need it when you're
10:00choosing a market to sell in because I
10:03think the real sweet spot on the
10:04spectrum here is right around here. And
10:06this is what I call purple ocean theory.
10:08I didn't come up with this myself,
10:10somebody else did, but this is just how
10:11I like to think about it. Now, I
10:13actually don't think that a purple ocean
10:15something that previously exists. It's
10:16something that you have to create, you
10:18know, it's like the saying, "Oh, you
10:19need to find your passion." You don't
10:21find your passion, you create it in the
10:22same way that you create a phenomenal
10:25market, but there's a very specific way
10:27you should do it because what you're
10:28really doing is you are entering a
10:30proven market. You're going into a
10:32market where there's very clear demand,
10:33right? Let's say you're entering the
10:35market for weight loss. But, with purple
10:37ocean theory, you actually carve out a
10:39tiny segment of this market and you try
10:42to own it 100% in the same way with zero
10:45to one where you try to shoot for a
10:47monopoly. So, instead of just making a
10:48new offer and having like a supplement
10:50that helps everybody lose weight, you
10:52try to carve out something hyper
10:54specific. For example, you sell a weight
10:56loss program specifically to
10:58African-American women that are
11:00postmenopausal. You just took this
11:02massive multi-billion size of market and
11:05compressed it into something
11:06substantially smaller. But, how many
11:07companies are there that are
11:08specifically specializing in weight loss
11:11for African-American women that are
11:12postmenopausal? It's virtually none, if
11:14not none. Your goal is to find one with
11:16none so you can take these variables up
11:18here from the proven red ocean, but also
11:20be able to carve out something unique so
11:22that you can still create the high
11:23degree of contrast and you're not
11:25actually directly competing with all
11:27these red ocean [ __ ] anymore
11:28because oh, you're competing in that
11:30case with companies with billions of
11:31dollars in funding, publicly traded
11:33companies. That's a tough [ __ ] battle
11:35to win for a little guy. Instead, you
11:37enter a proven market, you carve out
11:39your own segment, and that's how you get
11:41the purple ocean. The example I like to
11:43use a lot of this is the e-commerce
11:44company called Primal Queen. Now, I know
11:46I reference this example all the time,
11:48but it is literally the most perfect
11:49example. Let me prove it to you real
11:51quick. So, you can see here, I'm on
11:52Google Trends for the search term of
11:54carnivore, which is kind of what Primal
11:57Queen is based around. It's a little bit
11:58more like animal-based stuff, but it's
11:59all kind of under the carnivore
12:01umbrella. And you can see that
12:02carnivore, it started to really, you
12:04know, pick up steam early 2022. It
12:06really peaked massive 4.5 million
12:08searches per month in January 2025. Now,
12:11again, what normal people would do,
12:13which we don't want to be normal. No,
12:14no, no, no, no. What normal people would
12:16do is they would say, "Oh, there's this
12:18massive trend popping off. I'm going to
12:19go start a carnivore supplement
12:21company." No. What Primal Queen did
12:23correctly is they saw this massive
12:25trend, they saw the potential that it
12:26had, but they were still able to carve
12:28out a specific section of the market.
12:30That being, of course, as you can see by
12:32their website, specifically beef organ
12:34supplements for women in specific stages
12:37of a woman's life, whether that's like
12:38postpartum, menopause. There just
12:41happens to be specific events in a
12:43woman's life that men don't experience,
12:44and they're able to capture that so
12:46freaking well. Another good example is
12:48there was a company that I bought from
12:50many, many years ago. I think they've
12:51since exited, but I was really into
12:53nootropics. Like, this was like 2018 for
12:55me. Holy [ __ ] this nootropic thing, I'm
12:57going to turn into Steve Jobs. This is
12:58crazy. Basically going to be on Adderall
13:0024/7. Unfortunately, that didn't end up
13:02happening, but I learned a really
13:04valuable lesson, which was they were
13:05creating nootropics specifically for
13:08entrepreneurs. Once again, taking this
13:09super proven market of nootropic
13:11supplements and tying it in to the most,
13:13you know, degenerate market that there
13:15possibly is, which is entrepreneurs. And
13:17I bought it not because it was the best
13:19nootropic. I bought it because it was
13:20very specifically for me. I'm an
13:21entrepreneur, and I want to be smarter
13:23and think better and not be quite as
13:24[ __ ] as I am. Boom, sale made. But
13:27you're not like inventing a new category
13:29here with purple ocean theory. What
13:30you're doing is taking something that's
13:32proven, you're carving out your own
13:33segment, and you're owning 100% of that
13:36segment. It doesn't have to be
13:37demographic, doesn't have to be like
13:38specifically for women or specifically
13:40for African Americans. Like, it could be
13:42for anything. It could be targeting one
13:44specific angle. Like, there's another
13:45company out there that sells pillow
13:47cases, but it's not for you to get
13:49better sleep, but so that, you know, you
13:50don't get overnight acne. And they
13:52position that as like the main reason
13:53that you have acne. You know, there's I
13:55could go down the list of all these
13:56examples. But, if you look under the
13:57hood, they're all following this purple
13:59ocean strategy. So, if you're wondering
14:00like when is the good time to get into
14:02market, as soon as people start talking
14:04about something, you can probably assume
14:06that you're too late. Now, this is
14:07especially true in marketing world. As
14:09soon as you see like, "Oh, this is the
14:10new meta. This is going to change
14:12everything. This is printing." As soon
14:14as you see that on Twitter, on YouTube,
14:16just know that people like me have been
14:17doing it for many, many months, if not
14:19years, before it ever popped up online.
14:22So, like, if you want to know how
14:23saturated something is, just wait till
14:25people start talking about it publicly
14:27on social media. That's a pretty easy
14:28litmus test for you to follow. Perfect
14:30example of this for all of the marketers
14:32on here, there was a specific type of
14:34creatives that started to get a lot of
14:36attention online, right? If I say the
14:38words, you guys will all know it. But,
14:39it's going to be these native statics,
14:41right? And if you don't know, a native
14:42static is basically, you know, like an
14:44ad that doesn't look like an ad, which
14:46is
14:47that's [ __ ] But, point being,
14:49native statics, for those that really
14:51know, have been running for decades.
14:53Like, not just like many years, like
14:54literally [ __ ] decades. There have
14:56been marketers that I know personally
14:58that have been advertising basically
14:59since the inception of the internet that
15:01have been running these ads on native ad
15:03platforms for decades. Yes. And then all
15:05of a sudden, starts blowing up, people
15:07start talking about it. And I'm sitting
15:08here like, this is nothing new
15:10whatsoever. And ironically, as soon as
15:12people start talking about it, the
15:13performance of this particular style of
15:15ads started to decline overall across
15:17many different accounts that I had seen.
15:18So, the principle and and philosophy
15:20behind these specific type of ads,
15:23whether it's like native static or like
15:24advertorials, whatever, the principle
15:26never goes away. Like the principle here
15:28is to like basically subconsciously sell
15:30people. Create content that doesn't look
15:32like people are immediately being sold
15:34to. That concept in and of itself, once
15:36again, it's nothing new, not even native
15:38statics, but the concept of, you know,
15:40trying to sell people without them
15:42notice that they're being sold, that's
15:43nothing new. In fact, I'll quickly prove
15:45it to you. If you don't know who this
15:46guy is, this is the prince of print
15:48himself, which is legendary copywriter
15:51Gary Halbert, rest in peace. And Gary
15:54was a copywriter during the direct mail
15:56period, which means what these guys
15:57would do is they would buy these lists
15:59of zip codes, they would construct a
16:01literal piece of paper sales letter,
16:03they would send it to, you know,
16:04hundreds or thousands of homes literally
16:06through the direct mail, and then maybe
16:08in a few weeks they would get some money
16:09in return, you know, which would be like
16:11a success for that particular offer.
16:13This is how like direct response
16:14marketing actually started was mostly on
16:16the direct mail industry. Well, what
16:18most people don't realize, at least the
16:19ones that are not super into direct
16:20response, is Gary had a sales letter
16:22that ran around the '60s or the '70s,
16:24which still, this is like absolutely
16:26crazy. And what he did, he realized that
16:29none of his sales letters were working.
16:31He would send them out to hundreds or or
16:32thousands or tens of thousands of homes,
16:34and then he would never end up breaking
16:35a profit and making any money. He was
16:37trying to figure out why. And then he
16:38started to observe people when they were
16:40looking at their mail. And the number
16:41one takeaway he had was where do people
16:44open their mail? They open their mail
16:45right over the recycling bin. And as
16:47they're looking through the mail, they
16:48quickly glance at it, they see is this
16:50something that's relevant or important
16:51to me, or is this a promotion? If it's
16:53relevant or important, they set aside,
16:54if not, it goes directly in the trash.
16:56That's where people even decide to open
16:59your promotion, to open your marketing
17:00material. And so immediately he realized
17:02this, he was like, if I want to have any
17:03chance at getting out of my shitty
17:05situation, he was dead [ __ ] broke. If
17:07I want to have any chance at actually
17:08making any money, I got to get people to
17:10open my freaking letter. Okay, how do I
17:11get them to open my letter? Well, I make
17:13something that doesn't look like a
17:14promotion. I make something that doesn't
17:16look like an ad. This dude, over 60
17:19[ __ ] years ago, was able to come up
17:21with this foundational principle in
17:23marketing that we now use today and have
17:25the audacity to say like, "Oh, this is
17:27>> [laughter]
17:27>> This is the new meta." No, the principle
17:29itself is timeless. Being able to create
17:31marketing content that doesn't look like
17:33marketing content is a superpower.
17:34That's the exact philosophy behind all
17:37the top-performing advertising assets
17:39that we have today. Advertorials, same
17:41exact thing. Quiz funnels, same exact
17:42thing. Native ads, same exact thing. I
17:44could go down the list one by one. It's
17:46all from people that came before us, way
17:49smarter than us. We're all pretty
17:50freaking stupid. And by the way, this
17:52was one of the most successful direct
17:54mail promotions of all time. There was a
17:55point where Gary, at the time, like in
17:57the '60s and '70s, this offer was $2.
18:00And people would mail in a check back to
18:02his house. He would hire people, and
18:03their sole job was to get the check that
18:05somebody had sent in and go cash it at
18:07the bank. He had 20 full-time employees
18:09doing this at a point in time. He was
18:11making over $100,000 per day in the '60s
18:15and '70s, which I think equates to over
18:17half a million dollars per day, off of a
18:18direct mail promotion. The scale with
18:22the constraints of supply during this
18:24time period is absolutely [ __ ]
18:26insane. But the point is, like the
18:27reason I'm rambling about this story,
18:29number one, I love Gary Halbert, and I'm
18:30proud to say it. Number two, the
18:32principle is timeless, and it's
18:33literally informing the top-performing
18:35ads, content pieces, funnels that are
18:37running right now in 2026. So, contrast
18:40is initially to get you noticed. And
18:42after you have that, of course, people
18:43don't want to feel like they're being
18:44sold to. So, being able to create
18:46material that blends in, that you're
18:48able to disguise with your marketing, is
18:50literally the exact content that's
18:51making the most amount of money for
18:53marketers around the world right now.
18:54The takeaway here, disguise your
18:56marketing. I know this sounds like
18:57almost contradictory to contrast because
19:00uh you want to get attention, but you
19:01also want to disguise it. It is a
19:02balance to be had, but these are not
19:04mutually exclusive. You're able to get
19:06people's attention and also disguise it
19:08as something that is not promotional. If
19:09you can do those two things, if you take
19:11nothing away from this video moving
19:12forward, these two things principally
19:14are going to make you a lot of money.
19:16Now, before we move on kind of to the
19:17tactical section of this video, the
19:19final piece in understanding how to
19:21think is to understand my universal
19:23truths. Now, about 6 months ago, I
19:25started to write down what I believe to
19:27be my core principles when it came to
19:29marketing. I was actually writing them
19:31down pen and paper because I was like,
19:33if I were to die tomorrow, what would be
19:35like the main things that I would tell
19:37new marketer that they really need to
19:39know how to think in order to be as
19:41successful as possible. And there's a
19:42few things on that list. And these are
19:44actually rules that I enforce on my team
19:46across all of my companies that I run
19:48right now. All right, rule number one,
19:49no clean hands. This is my favorite one.
19:51What do I mean by this? No clean hands.
19:53If you want to get good at marketing, I
19:55genuinely believe the best way is going
19:57to be experience, right? You can watch
19:58this video, it'll be an amazing first
20:00step, but eventually you got to run some
20:01ads, you got to make some content, you
20:02got to start getting some [ __ ]
20:03customers into your business. And that's
20:05not a pretty process most of the time.
20:07Those first initial customers that you
20:09acquire, especially if you're early on
20:10in your journey, it's difficult.
20:12Difficult to convince people, random
20:13strangers on the internet, to give you
20:14money, you know, who would have thought?
20:16And so this rule is called no clean
20:17hands because your goal is to get your
20:19hands [ __ ] dirty. If you're trying to
20:21be one of those entrepreneurs that's
20:22like, oh, I'm going to like hire this
20:23person to do everything for me. It's not
20:25a good use of my time. I should be
20:27focusing more leverage stuff. Well, I
20:29learned something from studying a lot of
20:31startups when I was younger. And one of
20:32the rules that I learned is in order to
20:34scale, you have to do things that don't
20:36scale, especially in the beginning. So
20:38what that means is you are creating a
20:41lot of [ __ ] ads yourself. You are
20:43writing a lot of [ __ ] copy yourself.
20:45You are creating a lot of [ __ ]
20:47content yourself. It's going to be
20:48manual, it's going to feel annoying,
20:49going to feel like there's better ways
20:51to do this, but this process is one of
20:54the best ways for you to self-learn and
20:55actually get really freakishly good. I
20:57would not be the marketer that I am now
20:59if I just tried to like outsource
21:01everything that required an ounce of
21:03effort. The reason that I'm so good cuz
21:05I love being in the [ __ ] trenches,
21:08man. I never want to get out of the
21:10day-to-day. I don't want to have a
21:11business that just runs autopilot. Okay,
21:13that sounds pretty good, actually, but I
21:15don't want to do that anyways, because
21:17I'm stubborn. And the real truth is if
21:20you want to get freakishly good at
21:21something, you have to do it a shitload
21:23of times, okay? And you have to start
21:25with something that doesn't scale if you
21:27want to scale. So, get your hands dirty,
21:28start making [ __ ] get inside the ad
21:30account, start posting a million pieces
21:31of content, whatever it is for you, just
21:33get [ __ ] active, because that's how
21:35you get your reps in. That's how you get
21:37your 10,000 hours in and become an
21:39ultimate master at what you do. Rule
21:40number two is money loves speed. I am
21:44also completely psychotic about moving
21:46quickly. I've had a lot of people work
21:47for me. It doesn't always work out, and
21:49many of the times when I talk to people
21:51after they leave my company, I was like,
21:53"Why do you think we are where we are?
21:55You know, we're growing really quickly.
21:57What is it about us that's different
21:58from everybody else?" And I get the same
22:00response every time, which is just "You
22:02guys move freakishly fast." So, the
22:04point here is really to reduce the
22:06amount of time it takes for you to get
22:08data and get feedback. The faster and
22:10shorter and tighter that you can make
22:12your feedback loop, the faster you're
22:13going to see results and actually start
22:15making some money. So, for example, if
22:16we have an idea for, you know, a new ad,
22:19we test it, and it starts actually
22:20getting some results, we test the thing
22:22and we get data. If I see that that ad,
22:24that particular ad in this case, is
22:26getting results, is getting super
22:28profitable, low CPA, etc., I start
22:30making iterations of that ad halfway
22:33through the day. I don't like to just
22:35like throw stuff out and just like sit
22:37back and relax. No, if I see a few small
22:39positive indicators initially, as long
22:41as there's like significant data, we are
22:43immediately moving and iterating on
22:45that. And if you think this like sounds
22:47complex, we learned this [ __ ] in
22:49freaking middle school, if not
22:50elementary school. This is literally
22:52just us applying the scientific method,
22:54but squeezing the time that it takes to
22:56get results and start to iterate to as
22:58small of a period time as possible,
23:00right? We ask a question, we make a
23:02hypothesis, we start to construct the
23:04test, we experiment, we get conclusions,
23:06then we immediately start over and start
23:07hypothesizing once again. It's just a
23:09scientific method, it's nothing new,
23:11right? You make an observation,
23:12hypothesis, you build it, test it, get
23:14the data, and immediately start to move
23:17and iterate on it. This is so
23:18underrated, guys. I can't even tell you
23:20because most people are slow as [ __ ]
23:23They're so [ __ ] slow. A lot of
23:24companies out there are corporate, they
23:26move at the speed of snails. Especially
23:28if you're younger, you have a massive
23:30massive advantage when it comes to
23:31speed. Lean the [ __ ] into it. Rule
23:33number three is to assume nothing. As
23:35entrepreneurs, a lot of times we think
23:37that we know what's going to convert
23:38better, that we know that this offer is
23:40going to do better, this ad looks
23:42better, therefore it's going to do
23:43better. All of those are assumptions.
23:44The only thing that is real is data.
23:46Anything before you get data is an
23:49assumption and should be left at the
23:50[ __ ] door. Don't assume that your
23:52funnel is good. Don't assume your
23:53creatives are good. Don't just like test
23:55stuff because you like it. You don't
23:57know your customers as well as you
23:59probably think you do. You don't know
24:00what is going to convert nearly as well
24:03as what you probably think will. And
24:05anybody that has run ads for a long time
24:07knows this to be true and a lot of the
24:09[ __ ] times the ads that end up being
24:11the most profitable, making the most
24:13amount of money, guess what? They're
24:14[ __ ] ugly. They look like [ __ ] and
24:17eventually you kind of step back and
24:18you're like, I can't even believe that
24:20this ad has spent so much profitable ad
24:22spend over the last year. Like it's just
24:24mind-boggling. But data is data. Data
24:27does not lie to you. It always tells you
24:29the truth of what is happening in
24:31reality, as long as you're looking at
24:32the right data, of course. So, assume
24:33nothing. Test all your assumptions. Like
24:35the only time that you can have
24:36something be true if you test it and you
24:38have data to back it up. Rule number
24:39four, comparison is theft. You've
24:42probably heard the saying, comparison is
24:44the thief of joy. And I think that
24:46comparison is a double-edged sword
24:47because in my opinion, I think
24:49comparison can be incredibly motivating.
24:51However, if you're a beginner, you don't
24:53have any results underneath your belt.
24:54You're not making any [ __ ] money,
24:56which means if you're constantly
24:57comparing yourself to people that are,
24:59you know, on a different journey than
25:00you, which is everybody, by the way, and
25:02you're looking at all the money that
25:03they are making, you're immediately
25:05going to start to feel really [ __ ]
25:06[ __ ] about yourself. You're going to
25:07feel like you're doing everything wrong,
25:09they're doing better than you, they're
25:11smarter than you, and you're just a
25:12stupid [ __ ] And look, I'm saying this
25:14from experience. There's a point in time
25:16where I had lost almost $9,000 starting
25:19my first business. I actually was doing
25:20drop shipping, and I tested 50 products.
25:23Every single one of them failed. And
25:25that means I did research, I found a
25:26product, I built a store, I wrote the
25:28copy, built the ads, I ran the ads, I
25:30spent money, and lost money 50 [ __ ]
25:32times in a row. Can you believe that? 50
25:34times in a row. And guess what? That
25:37maybe was inevitable for me, but I'll
25:39tell you what wasn't inevitable, what
25:40was completely avoidable, was me feeling
25:43like [ __ ] every time that I would test
25:44something, because I'd look at other
25:46people that I knew I was smarter than.
25:48You know, I see some of these guys that
25:49are making a lot of money, and there is
25:50some element of luck to it, but me
25:52comparing myself to that person did
25:54nothing. It just made me feel like [ __ ]
25:56It didn't motivate me at all. It just
25:57made me feel like a [ __ ] [ __ ]
25:59Listen to me. Stay in your lane, okay?
26:01You're on a different journey than every
26:03single human out there, and I truly
26:05believe whatever your belief is about,
26:07whether that's you believe in God, you
26:09believe in the universe, you believe in
26:11universal consciousness, I don't really
26:12care, but I do believe that whatever you
26:14believe, the timing in life is always
26:17perfect. However, you can't always see
26:19that. If you're eating [ __ ] day in and
26:21day out, losing money on your business,
26:22you can't see that in the next 3 months
26:24you're going to make more money than
26:26you've ever made in your life. That
26:27exact situation I just said, by the way,
26:28happened to me. Like I went from losing
26:30money, $9,000 for around 9 months
26:33straight, to making all of it back, and
26:35then multiples of it in the span of like
26:382 or 3 months. I remember opening my
26:39bank account, and it was the most amount
26:41of money that I'd ever seen. It was like
26:42$20,000. It wasn't a lot of money, but I
26:45saw it, and I was like, "Holy [ __ ] 2
26:47months ago I was incredibly [ __ ]
26:48broke, and I was not in a good place."
26:50All right, I'll just put it that way.
26:51And then, like, that's how quick things
26:53can change. So, don't compare yourself
26:55to the journey of others. It's just not
26:57worth it. The timing is always there.
26:58You just have to trust the process. Last
27:00but not least, out of this how to think
27:02section, rule number five, you have to
27:03break the rules. First, you have to
27:05understand what the rules are, and that
27:07kind of earns you the right to be able
27:08to break that. Like I said, you're not
27:10trying to think like a marketer, all
27:11right? That's too rigid, and most
27:13marketers suck. So, your goal is to
27:15think like a mad scientist, which means,
27:17basically, test [ __ ] everything. No
27:19matter how silly or stupid you think it
27:22sounds, you should try to test as many
27:24variables as you possibly can. And the
27:26reality is, like, most of the rules
27:28about marketing was just invented by
27:30somebody just like you and me, just a
27:32regular dude who saw something that
27:34worked, it worked for him, and that was
27:35like multiple decades ago. And then,
27:37everybody just continued to believe it,
27:39and nobody and nobody took a step back
27:40and said, "Hey, is that actually true?
27:42Are we actually just blindly following
27:43what this dude that is now dead said
27:45like 25 [ __ ] years ago?" Your goal
27:47here is ultimately contrarian thinking.
27:50You don't want to be like everybody
27:51else, right? You don't want to be making
27:52the money as everybody else. You don't
27:53want to live the life as everybody else.
27:55So, why are you thinking like everybody
27:57else? If you think differently, then the
27:58world will change around you. That's
28:00true both metaphysically and also when
28:02it comes to marketing. Don't trap
28:04yourself to think in a box, all right?
28:05This is also really good for your ego,
28:07because, like, if you think you're so
28:08[ __ ] good, and you test something
28:10that was completely against what you
28:11believed that ends up working, you're
28:12like, "Oh, [ __ ] maybe I don't know
28:14everything." So, that's how to think.
28:15Now, thinking doesn't get you any
28:17results. Thinking doesn't make you any
28:19money. Action does. talk about section
28:21two, which is how to create. Now, when
28:23it comes to creating stuff, two main
28:24things that you're going to be creating
28:25that is a foundation of all marketing
28:27success, which is copy and creative.
28:29There could be a lot more, but just for
28:30simplicity purposes, these are the two
28:32that I'm going to be using. Copy is, of
28:34course, the words that you write. The
28:35creative is the visual assets that you
28:37create surrounding that copy. Now, I was
28:39lucky enough to have some really good
28:41copywriting mentors in my career, and
28:42actually learned how to write copy
28:44before AI, so I understand all the
28:46fundamentals, and I've written multiple
28:47successful ads, VSLs, emails, everything
28:49before AI was even introduced into the
28:52world right around Chat GPT era. So, I'm
28:54a little bit biased, but I genuinely
28:55believe that the foundation of all of
28:58your marketing success comes down to
29:00your copy. To me, this is a biased
29:02video, you know, you clicked on it, not
29:03me, you know.
29:04>> [laughter]
29:04>> Copy is the foundation of everything. I
29:06legitimately believe if you write better
29:07copy than anybody else, you will destroy
29:09them long term. Now, I need to make a
29:11really important distinction here
29:12because some of you guys may not have
29:14run ads or, you know, be familiar with
29:16running ads. There's a very important
29:17distinction, which is that copy is not
29:20the same as content. In fact, I would
29:22actually view them on opposite ends of
29:24the spectrum. If you think of a spectrum
29:25being like from direct response, you
29:27know, which would be like over here, to
29:29brand, this is exactly how it would
29:31look. Copy would be way over here on
29:32direct response, content would be over
29:33here on brand. The purpose of content is
29:36to get engagement, to get likes, to get
29:38clicks, is to get views. It is not to
29:40get sales. Copy, on the other hand, its
29:42sole job is to get sales. And they are
29:45not the same thing. My favorite thing to
29:46say about this is, if you look at the
29:48people that are the best at getting the
29:50attention, are they the best at
29:52converting that attention? No. I know
29:54some people with incredibly small
29:56audiences, like under 10,000 followers,
29:58if you combine all the platforms
29:59together, and they're making more
30:01[ __ ] money than me. Why? Because they
30:03have incredible copy. that in order to
30:05get conversions at a really, really high
30:07level, really high conversion rate, you
30:09have to understand the principles and
30:11fundamentals of direct response copy.
30:12There's also a notable dude in the
30:14space, Peter Kell, amazing copywriter,
30:17who tested this multiple times himself,
30:19where he would basically try to create
30:21these phenomenal VSLs, it was actually
30:22just content. It wasn't like copy that
30:24was written for conversions, it was
30:25content. Every single one of them
30:26bombed. Every single one. And so, that
30:28was not my personal experience, but I
30:30try to learn from the experience of
30:31others. Copy is king. And that's why
30:33most content creators are broke, because
30:35they have no idea to write copy. But,
30:37they're good at getting views, so I
30:38guess that's freaking cool. And I think
30:40any copywriter, you know, you're like,
30:41"Okay, my copy is king. Like, how do I
30:43write good copy?" This is not going to
30:44be a copywriting video. This is more
30:46principle-based, but the foundation of
30:49copy, as any good copywriter knows, is
30:51simply going to be your research. Your
30:53goal is to understand your customers
30:55better than they know themselves.
30:57Fortunately for you, AI has made this
30:59wickedly easy to get incredible,
31:03deep-sided research about your
31:05customers. It can be done in a span of
31:07like 30 minutes now with deep research
31:09tools and and AI gentle workflow, which
31:10I'll touch on a bit later. But, your
31:12goal from the research is to extract as
31:14much gold as possible so that you can,
31:16number one, speak the language of your
31:18customer, which is something called VOC,
31:20voice of customer. A lot of people write
31:22copy for them. You're not writing copy
31:24for you. You're writing copy for your
31:25customer. Use their language. Use their
31:28phraseology. Speak the way that they
31:30would speak. I believe that copy is like
31:32learning a different language. It's
31:33very, very foreign, oftentimes very
31:35counterintuitive if you've been raised
31:37to write, you know, the way that English
31:40class teaches you to write or college
31:41classes teach you to write. I would
31:42never hire a copywriter who like has an
31:45English degree or like a journalism
31:46degree. Jesus Christ, would that be a
31:48[ __ ] mess. I remember before AI, all
31:50the best copywriters that I knew would
31:52always say like 80% of your time should
31:54be spent on research. The next like 5%
31:58is actually writing the copy, which is
31:59the easy part. And then the extra 15% is
32:02chiefing the copy. And chiefing is
32:03simply the process of reviewing your
32:05copy through the lens of your customer
32:07and also through the lens of a
32:08copywriter. Now, one of the most
32:09foundational things in all of
32:11copywriting, I already said one, which
32:13is the stages of awareness and the law
32:15of mass desire. Number two or three,
32:16whatever I'm on, is going to be the
32:17stages of awareness. Now, stages of
32:19awareness is every customer in your
32:21market is at a different stage. Some
32:23people are completely unaware, which
32:25would be this section right here, where
32:27they're not even aware of the problem
32:29that they have. And then, of course,
32:30problem aware, solution aware, product
32:31aware, most aware. I don't think I have
32:33to explain it. This is relatively
32:34straightforward, but point being, when
32:36you're writing your copy, you want to be
32:38writing to a specific stage of awareness
32:40because as soon as you start mixing the
32:42stages, you're not talking to just one
32:44person, you're talking to multiple. And
32:46that's the whole crux of the issue with
32:47copywriting. Like, you want to be
32:48writing your copy as if you're speaking
32:50directly to one very hyper-specific
32:52person. Now, you can take somebody from
32:54problem-aware to solution-aware to
32:56product-aware, but you can't try to talk
32:58to somebody who is unaware or
33:00problem-aware in the same way that you
33:02talk to somebody who is solution-aware
33:04or product-aware. It's just not going to
33:06work. But, the deeper layer of this is,
33:09of course, you want to write to a
33:10specific stage of awareness, but you
33:12also want to write to a specific level
33:14of consciousness. And this is one of
33:16those things that I never really heard
33:17marketers really talk about at all until
33:20I decided to kind of link them myself.
33:21But, once you start kind of diving into
33:23the whole quantum physics, metaphysics,
33:25you start to understand that there's
33:26layers deeper than just our own biology
33:29that we don't understand very well, but
33:31a small group of people have started to
33:33understand. And that would be something
33:34such as your map of consciousness. By
33:36the way, obviously developed by David
33:37Hawkins, amazing, amazing author. Go
33:39read all of his books. But, Dr. David
33:41Hawkins was able to understand that
33:43every single person is calibrating at a
33:44specific level of consciousness. And
33:46your goal, when it comes to writing
33:47copy, kind of like a three-step process.
33:49Number one is to always meet them where
33:51they are. So, imagine if, you know,
33:53you're an English speaker and somebody
33:54comes up to you and just starts speaking
33:55a completely foreign language. You're
33:57going to have no idea what they're
33:58saying, obviously. You're not going to
33:59get anything. It's like they're just
34:00speaking gibberish to you. Well, the
34:02same is true with meeting them at their
34:04level of awareness and meeting them at
34:05the specific level of consciousness. And
34:07it sounds a little woo-woo, but it
34:08should be resonating at a specific
34:09frequency that resonates with where the
34:11customer is at right now. So, for
34:13example, I believe that the best way to
34:15write really, really good copy is meet
34:17them where they're at, of course. But,
34:18then second, like let's say you meet
34:20them at, you know, the level of fear,
34:22just as an example, right? Calibrating
34:23at 100 on the energetic log. As soon as
34:26you meet them there, your goal is to
34:27raise their consciousness. So, you don't
34:29want to just keep all of your copy in
34:31their current state because if you do
34:33that, then they're never going to feel
34:34the aspiration to get to a higher state
34:36of consciousness through solving their
34:38problem through the use of your product.
34:40So, your goal is to raise their level of
34:42consciousness into something like
34:43courage, neutrality, willingness, etc.
34:45Of course, you're never going to get to
34:46enlightenment, but you know, your goal
34:48is to raise the level so that they can
34:50feel what it would be like to actually
34:52have this particular problem solved. If
34:55you look at the level of fear as an
34:56example, think of the survival niche.
34:59What is kind of the core emotion that is
35:00being dominated there? I would say not
35:02the core emotion, the core level of
35:04consciousness that's being dominated is
35:05fear, right? People are afraid of
35:07something that's going to happen in the
35:08future. And so, that's why you can meet
35:10them there, bring them to a higher
35:12level, and then immediately you want to
35:14bring them back down. Now, the reason
35:16you do this, and I know this is going to
35:17sound like kind of crazy, but this is
35:19legitimately how I write copy and how I
35:21think of advertising in general, is if
35:23this is kind of their their level of
35:24energy, their level of consciousness,
35:26and this is time, what you want to do,
35:28of course, is, you know, meet them where
35:29they are, bring them up that high level,
35:31and then bring them back down to their
35:33original level. The reason that you
35:34bring them back down is simply because
35:36your goal ultimately is to create the
35:38highest what I call emotional delta.
35:40When you create a massive emotional gap
35:43in somebody and they feel that, like
35:45they feel where they are, where they
35:46could have been, and then they're
35:47brought back down to where they are,
35:49that is when you can get people to take
35:50action and ultimately buy your product
35:52at an incredibly high rate. I think the
35:54best example of this is, you know, a lot
35:56of successful entrepreneurs, they got
35:58really, really rich and then they lost
36:00and then they got rich again. What hurt
36:01worse? Was it the time that they were
36:03initially broke, like for example, over
36:05here, or was it the time that they were
36:07broke for the second time? I believe
36:09that it was the time that they were
36:10broke for the second time. The reason
36:11why is because they now know what it
36:13feels like to be rich. Initially, they
36:15didn't. They were just broke. But once
36:17you know how good it can feel to have
36:19your problem solved and you're still
36:20brought back down to the base level,
36:22that's when truly incredible things can
36:24happen in your copy and in your
36:25advertising. And so, this should all be
36:27extracted from the research that you do.
36:29I literally built these documents that I
36:31think have now gone relatively viral in
36:34my small little corner of the internet
36:35called the foundational docs. And you
36:37know, I call them the foundational docs
36:39for a very specific reasons cuz it's
36:40foundational for you to write really
36:42good copy to have really good research.
36:44And if you fill out this SOP, it's
36:46literally copy and paste into AI to get
36:48everything that you need to get deep
36:50deep psychographic emotional research
36:53out of your customers and it's all done
36:55with AI and like under 30 minutes. If
36:57you want to access to this, just DM me
36:58the word foundation on Instagram. It's
37:00@markbuildsbrands. Just DM me that word
37:02and I'll send it over to you for free.
37:03Now, the final piece on copy and
37:05research that I want to say is research,
37:07obviously, if you haven't gotten it by
37:09now, it's pretty freaking important. But
37:10most of the research that people do is
37:12on these Reddit forums, it's on Facebook
37:14groups, it's on, you know, TikTok, it's
37:16on Instagram. But what about the best
37:18source of research that you could ever
37:20have? The best source of research is the
37:22words directly from your own customers.
37:25And the reality is, unfortunately, the
37:28large majority of entrepreneurs,
37:29especially in the e-commerce space,
37:31they'll never speak with their
37:32customers. You'll never understand the
37:34true emotions and issues that they're
37:36experiencing if you never talk to them.
37:37This is the best research you could ever
37:39possibly have. Like, [ __ ] a forum, you
37:42have your customers. Speak to them.
37:44That's kind of like the beauty of being
37:45an entrepreneur, too. Like, you're
37:46creating this thing, you're helping
37:48people, you know, improve their lives.
37:49Why would you not speak to them? You'll
37:51be able to create better products, but
37:52you'll also be able to create better
37:53marketing. This is a true story. I have
37:55a team of mine that is calling our
37:57customers and I listen to many of the
37:59transcripts all the time. And there was
38:01this one very specific phrase that one
38:03of my customers used to describe the
38:05issue that they were having. And I took
38:07that very very specific phrase, word for
38:09word, I used it as a hook on one of my
38:11ads and it ended up becoming one of the
38:13most profitable ads in my entire ad
38:14account. That is the value of getting
38:16customer research. And this isn't like
38:18public forum stuff, no. Speak to your
38:20customers. You'll get some of the best
38:22research, some of the best hook ideas,
38:23some of the best inspiration you could
38:24ever have. Now, speaking of hooks, let's
38:27talk about hooks, okay? We all know that
38:29the first of anything is the most
38:31important in marketing. If you're
38:33writing a video ad, the first 3 to 5
38:35seconds is the most important, right?
38:36What we call the hook. If you're writing
38:38an email, it's going to be the subject
38:40line. If you're writing a sales letter,
38:41it's going to be the headline. Or if
38:42you're making regular content, it's
38:44going to be the hook as well. And
38:46ultimately, this is where you should be
38:48spending 90% of your time. Like
38:50literally, 90% of your time. Because if
38:52you don't get people hooked in
38:54initially, you're never going to have
38:55them. And so, there's a good framework
38:57by legendary copywriter Chris Adod.
38:59Shout out to this dude. He had a
39:01framework within copy called the pig
39:03framework, which is punch in the gut.
39:04And he was using it specifically in the
39:06eyes of opening a VSL with the lead or
39:09with an ad, but I think this is actually
39:11pretty true in marketing in general. A
39:14lot of times, you do want to come with
39:15that first sentence, that first piece of
39:17copy, and your goal is to make it
39:20[ __ ] punch. Like I would be
39:21reviewing, you know, some of my
39:22copywriters work back in the day. I
39:24don't really have copywriters anymore
39:26because of AI, but when I was, the piece
39:28of feedback that I would always give is
39:29like we just have to make this punch
39:31harder. Like that was like word for word
39:32what I'd repeat time and time again,
39:34like we have to make this punch harder.
39:35And it would always be like the subject
39:37line or the hook or the headline. It has
39:39to be so vivid, so visceral, so
39:41emotional that it almost just feels like
39:43a punch in the gut, either in a good way
39:44or a bad way. And one of the biggest
39:46mistakes I see people make when it comes
39:48to we'll just call it the hook, but it's
39:49like the first of anything, they try to
39:51be clever. They try to impress people
39:53with their copy. And one of my greatest
39:55copy might writing mentors that I've had
39:57in my journey, she would always repeat
39:58the same thing, which is that you always
40:00want to prioritize clarity over
40:03cleverness. Clarity is going to win
40:05every single day of the week. In fact,
40:07that's literally a step in my copy
40:09chiefing process is to make sure
40:11everything is crystal [ __ ] clear. And
40:13a lot of times, that can be as simple as
40:15bring your copy down to a fifth grade
40:17reading level. or if you want to be even
40:19a little bit extra, you know, an
40:20eighth-grade reading level. I probably
40:22would not ever go beyond an eighth-grade
40:23reading level. But, that's a step in the
40:25process because, I mean, most people are
40:27not able to understand copy that's
40:30written at a higher level than eighth
40:32grade. They're not even that they're
40:32able to understand it. Maybe they can,
40:34but it's not going to resonate with them
40:35as deeply. You want to speak clearly.
40:37You want to clarify your thoughts, your
40:39copy as clearly as possible, not try to
40:41impress them with these super cool
40:42copywriting tactics and techniques. A
40:44lot of times, copy that is doesn't sound
40:47super impressive, but it's just so clear
40:49and so direct converts better than the
40:51super duper indirect clever direct
40:53response on steroids kind of copy. And I
40:56want to take a second to talk
40:57specifically about, you know, the hook
40:59of a video because I believe that the
41:00hook is actually kind of made up of
41:02three total parts. You have the copy of
41:05the hook, which is the first like one or
41:07two sentences that you're writing. You
41:08have the audio, and then you also have,
41:10of course, the video, which we'll call
41:13the scroll stopper. So, the beautiful
41:15part about this is the hook of an ad,
41:17like if this entire thing is a hook,
41:19there's actually three different
41:20ingredients that you have to leverage.
41:21If I had to give them weight, I would
41:23say that roughly the copy is going to be
41:25about 80%. The next 15% is going to be
41:28the scroll stopper, and the final 5%
41:30will be the audio. Maybe the audio's
41:31like voiceover, maybe it's music, maybe
41:33it's AI voiceover, real voiceover, you
41:35get the idea. But, you should be using
41:37all these together. You know, one of the
41:39frameworks that I use for scroll
41:40stoppers is to find the clips that you
41:42would watch and you would have to
41:44verbally say out loud, "What the [ __ ]
41:46did I just watch?" Like, that's the
41:48emotion, that's the phrase that you're
41:49trying to get somebody to say if you saw
41:51the hook. Like, if you went up to your
41:52mom and you have your scroll stop on in
41:54front of you, you're like, "Mom, check
41:55this out." And she watches it and she's
41:57like, "What the [ __ ] was that?" You're
41:58like, "Perfect." And then you go throw
42:00it in your ads manager because that's
42:01going to be the best performing scroll
42:02stopper that you have. That is what you
42:04want out of a really, really good scroll
42:06stopper. Now, the copy, of course, I
42:07already kind of touched on, and the
42:09audio, you know, simple voiceover
42:10typically does the trick. If you want to
42:11be a little extra, you know, go with AI.
42:14You know, it's ultimately up to you, but
42:15it's the smallest needle mover, so we
42:16don't really need to talk about it too
42:18much. So, you kind of know how hooks
42:19work. You understand all the
42:20ingredients. Now, where do you like get
42:22inspiration from? I want to take a
42:23second to actually talk about swiping.
42:25If you don't know what swiping is, it's
42:27simply the act of looking at copy that
42:29is already performing and basically
42:31rewriting it for your specific niche or
42:34market or whatever. This is super duper
42:36important, okay? Do not swipe blindly.
42:39Do not swipe blindly. What I mean by
42:41that is I very, very rarely will swipe
42:45ads like one-to-one. When I'm swiping
42:47ads, I'm not taking the copy. What I'm
42:49doing is I'm actually swiping the
42:51philosophy. All [ __ ] aside, I think
42:54this is one of the reasons that I've
42:55been able to be pretty good and and
42:57successful with writing ads and writing
42:59copy in general because if you swipe,
43:01you never [ __ ] learn anything. Like
43:02you're just taking something that's
43:03already working, you change a few words,
43:05like boom, you're good. Don't get me
43:06wrong, it can work a little bit, but
43:08what you should really be doing to learn
43:10how to run really, really good ads and
43:12you're like you're in this for the long
43:13term. You're like, I want to be a
43:14phenomenal marketer. I just want to be
43:15an absolute savage. Like I can write
43:17anything and make money. If that's you,
43:19swipe philosophy. And what I mean by
43:21that, when you're looking at an ad, what
43:22you're really trying to break it down to
43:24is a frameworks of why it was
43:26successful, not the copy itself. Because
43:28if you swipe the philosophy, you can
43:30extract a framework that you can apply
43:32to anything. You can apply that to any
43:34ad, any niche. It basically just goes in
43:36your massive like memory bank. That's
43:38supposed to be a brain. Uh it's into
43:40your brain in massive memory bank of
43:42things that can help you write really,
43:43really good ads in the future. And if
43:45you're really a G, you can throw all
43:46those philosophies and all of those
43:48frameworks into AI and you'll just be
43:51able to create like millions of
43:53different variations that are all really
43:54good without having to rely on just like
43:56directly copying one-to-one what
43:58somebody else is doing. So, if you can
44:00understand the underlying psychological
44:02principles that are really at play, you
44:04basically develop principles first
44:06thinking, which means you can apply it
44:07to anything. If you just swipe, it's
44:09like basically like the equivalent of
44:10like building a pump and dump drop
44:12shipping store. Like you make a little
44:14bit of profit, and then you end up
44:15losing most of it, and then you end up
44:16chasing the next shiny object versus
44:18building a brand, where you have
44:19something long-term that pays you every
44:21single month. It's much more consistent.
44:22You're not reliant on like hopping
44:24trends. If you swipe, it's going to work
44:26until it doesn't. Then what? Then you
44:28have to move on and try to swipe the
44:29next thing again and again and again.
44:30Learn how to think, okay? Build your own
44:33mental pipeline of philosophies that
44:35you've attracted from ads, because
44:36you'll get better at diagnosing your
44:38own, but you'll also just write better
44:39copy long-term. Next, let's say you got
44:41your copy, you got your creatives made.
44:43I want to talk about how you can
44:45maximize your chance of success through
44:47removing unknown variables. So, anytime
44:49that you launch something new, whether
44:50that's a new business, new product, new
44:51ad, whatever, there's all these
44:53unknowns. There's all these variables
44:54that are affecting how profitable that
44:56ad is going to be. Among them, you have
44:58something like the media buying.
45:00Basically, how are you actually
45:01launching your ads? Yes, that does
45:03affect how profitable it's going to be.
45:04You have the creative itself, which is
45:06going to be, you know, the biggest
45:08variable of all, and ironically the one
45:09that you can't change. You have the copy
45:11associated with that creative. You have
45:13the product that you're actually
45:15selling. You have the entire market. You
45:17have the Facebook algorithm. You know,
45:19maybe it's just a poor day on the algo,
45:22and everybody is experiencing it, and
45:23that could be the reason that an ad ends
45:25up not being successful. This is a small
45:27list of six things that I have on my
45:28screen right now, guys. I could probably
45:30jot down like 30 or 40 different
45:32variables. The reason why I'm talking
45:34about this is because you want to remove
45:35everything that's potentially in your
45:37way of getting results and minimize the
45:39variables that are going to be affecting
45:41your success. The one that I see most
45:43commonly violated is people will try to
45:46launch products with a product that is
45:47not even proven to sell. Like especially
45:49in early stage e-com, this was super
45:52duper big. You know, finding the unicorn
45:54winning product. Nobody else has sold it
45:56before. You're the first one. As soon as
45:57you start pushing traffic to it, you are
45:59printing. Well, the only problem with
46:02that is amongst all the other variables,
46:04your ads, your media buying, your copy,
46:06your hook, your scroll stopper, like
46:08everything that goes into that ad
46:10actually being successful, now you added
46:11an additional one, which you don't know
46:13if anybody actually wants your [ __ ]
46:15product, all right? So, after all that
46:17work that you just did, you decided to
46:19sell something that wasn't proven. Why?
46:21There's already so many other things you
46:22have to worry about. Again, this is a
46:24non-exhaustive list. There's so many
46:26things that can be added here, and
46:28you're going to add more variables like
46:30testing something that isn't proven?
46:32Really? I'll tell you right now, the
46:33most successful marketers that I know,
46:35they're like feening for proven market.
46:38They want to go into where people are
46:39already buying [ __ ] And if you try to
46:42be this unicorn selling a product that's
46:44never been sold before, maybe you make
46:46it, you know, maybe you end up being
46:47massively successful and you can come
46:48back and slap me in the face if you want
46:50to, but for the majority of people,
46:51there's no need, there's no reason.
46:53There's already so much [ __ ] you have to
46:55deal with. Don't add additional
46:56variables, remove them all, remove every
46:58unknown variable that's affecting your
47:00success, okay? Success is not a game of
47:02addition, it's a game of subtraction.
47:04Remove all the [ __ ] and the
47:05successful find you. Now, the last piece
47:07until we move on to the economics is
47:09going to be the concept of ugly ads
47:11equals pretty profits. Aesthetics in the
47:14eyes of marketing is incredibly [ __ ]
47:16overrated, especially when it comes to
47:18paid advertising. What looks best most
47:21often is not what converts, and that's
47:22another reason why most content creators
47:24are broke is because they try to make
47:25their ads look like [ __ ] cinematic
47:28masterpieces. And you know what? Every
47:30once in a while, they do actually work,
47:32but as I said previously, the most
47:33successful ads that I have ever written
47:36in my entire life look like [ __ ] These
47:39are the ones that spend the most that
47:40are the most profitable, simply because
47:42they're clear. Like, it's not that like
47:44there's a direct proportion between like
47:46how ugly an ad is and how much money
47:49that ad is going to make you. No, it's
47:50more so stop optimizing for aesthetics,
47:52start optimizing for clarity, as I said
47:55before. That's really the secret of the
47:56find behind these ugly ads. Maybe they
47:58don't look great, but god damn is the
47:59copy good. But god damn is it [ __ ]
48:02clear what they're trying to get across.
48:04All right, moving on to one of my
48:05favorite pieces, part three is going to
48:07be all about economics. Now, I've
48:09actually never heard the economics of a
48:11business really explained in this way,
48:12but I actually think economics can be
48:14broken down into three main sectors.
48:16First, you have the economics of your
48:18ads. I'm going to be using paid
48:20advertising mostly as an example here,
48:21by the way. You have the economics of
48:23the ads themselves, you have the
48:24economics of your funnel, and lastly,
48:26you have the economics of your back end.
48:28Which for simplicity purposes, we'll
48:30basically say everything that happens
48:31after you acquire that first customer,
48:33that first customer purchase. So, let's
48:35first talk about the economics of your
48:37ads. This is going to be all of your
48:39soft metrics, right? This is going to be
48:40your ad spend, this is going to be your
48:42CPMs, which is your cost to reach a
48:45thousand impressions, this is going to
48:46be your CPC, this is going to be your
48:48CTR. It's going to be all the soft
48:50metrics that you want to add on here.
48:51Now, your goal, if I had to put it into
48:53one sentence, is to get the lowest cost
48:56of traffic, the cheapest of traffic cost
48:58that you possibly can with the highest
49:00quality. All right, I can't just say you
49:02want to have the cheapest traffic known
49:04to man, because if you do, you're just
49:05going to start running ads in India and
49:07see that you have 50 cent CPMs and your
49:09CPC doesn't even register, it's below
49:11one cent, and nobody [ __ ] buys from
49:13you. So, it's not only about how much
49:15inexpensive the traffic is, it's also
49:16about how qualified that traffic is for
49:19your offer. I don't care if you're doing
49:20e-com, affiliate, high ticket, this is
49:22true regardless. And then, you have the
49:25economics of your funnel. And your goal
49:27here ultimately is, once again, a
49:29two-sided coin. Your goal is to get the
49:31highest number of conversions, which
49:33we'll just say is sales in this case,
49:35with the highest average order value per
49:38sale. Now, this is kind of where it gets
49:40into debatable territory, cuz some
49:42people say that it's not good to have a
49:43high AOV and you should instead rely on
49:45the LTV play of multiple, you know,
49:47rebills and purchases on the back end.
49:48But, me personally, I think you can have
49:50both. I think that you can have high AOV
49:52front end and still have really solid
49:54repeat purchase rate and LTV. But, long
49:56story short, the goal of your funnel is
49:57to convert as many people as humanly
49:59possible at the highest amount and
50:01extract as much cash as possible that
50:03you can from each customer that comes
50:05through, which is your AOV, your average
50:07order value. There's another legendary
50:09marketer I want to shout out, Dan
50:10Kennedy, who said, "The guy that can
50:12spend the most to acquire a customer
50:15wins." And I'll tell you something, it's
50:16a lot easier to be able to spend more on
50:19ads if you collect more money from every
50:21customer than everybody else, cuz that
50:23means you have more cash, more profit at
50:25the end of the day to reinvest back into
50:27your ad. That means that you can scale
50:29faster, you can scale with better
50:30margins, because look, I'll give you a
50:32really quick example. Let's say that me
50:34and my competitor both are selling the
50:36same product, right? This is me and this
50:38is my competitor. We're both paying $50
50:41to acquire a customer, right? That is
50:43our CAC, right? Our customer acquisition
50:45cost. The only difference is every
50:48customer that he buys is worth let's say
50:50$80. And every customer that I buy, I'll
50:52be very conservative here, is worth
50:54$100. The only difference here is a
50:57measly $20 in margin, right? Doesn't
50:59really seem like a whole lot, but what
51:01this really means is I can spend an
51:04additional $20 to acquire a customer.
51:06And so, in the eyes of Facebook, in the
51:09eyes of, you know, advertising
51:10algorithms, if I have an additional $20
51:13to spend, what that really means is
51:15instead of having to spend $50, I can
51:17now spend up to $70 to acquire a
51:19customer, whereas my competitor can only
51:20spend 50. So, I can outbid my
51:23competitors because I can afford to
51:26spend more to acquire a single customer.
51:27Because acquiring a customer is the hard
51:29part. Once you have a customer, you can
51:31resell them, you have their email, you
51:33have their phone number, you have their
51:33data, you can do whatever you want with
51:35this customer at this point. Like, the
51:36hard work is done, the customer has been
51:38acquired. And as I said, the business I
51:40can spend the most to acquire a customer
51:42is the one that will win. So, if you
51:44maximize your average order value, that
51:46by definition means, as long as your
51:48margins are in place that you can spend
51:49more to acquire each additional
51:51consecutive customer, substantially more
51:53than your competitors, you're going to
51:54destroy your competition cuz you can
51:55afford more to acquire a customer. So,
51:57that is your funnel economics. And then
51:59lastly, we have your back-end economics,
52:01which as I said is essentially
52:02everything that happens after that first
52:05initial visit through the funnel is
52:06complete. This is where you see your
52:08repeat purchase rate. This is where a
52:10lot of people build subscriptions into
52:11their business. They build MRR, ARR, all
52:14that good stuff. The goal here is very,
52:16very simple, which instead of having two
52:18variables, there's only one. Your goal
52:19is to maximize your LTV, right? Your
52:21customer lifetime value. That is the
52:23total amount of cash that you collect
52:26from each customer on average. So,
52:28somebody buys a $100 product from you
52:30once, that means your AOV is 100, but
52:32your LTV is also 100. But, maybe in, you
52:36know, two or three months, your customer
52:37comes back and buys that same $100
52:39product once again. Now, the LTV is 200,
52:42but your AOV is still at 100. So, just
52:45so you understand what LTV actually is.
52:46That's pretty simple, but that's what it
52:48is. LTV is where the real money is. If
52:50you look at any business that has been
52:51able to scale very successfully, very
52:53profitably, even go public, it's simply
52:55because they have mastered LTV. They
52:57mastered retention. They've mastered the
52:59repeat purchase rate. If we look in the
53:01eyes of the low-ticket world, which
53:02would be like e-com, low-ticket info,
53:04you know, low-ticket SaaS as an example,
53:06the play there is typically
53:08subscriptions. So, acquiring a customer
53:10not just has a one-time purchase, but
53:11having them rebuild every 30, 60, 90
53:13days. Supplement companies most recently
53:15have switched to this model. Like, if
53:17you go look at a big supplement company
53:19and you go to their actual website, like
53:20not on Amazon, you go to their website,
53:22most of them are going to try to be
53:23forcing you into a subscription because
53:26they know their numbers, they know their
53:27economics, and they want to have
53:28customers coming back from them and
53:30buying repeatedly cuz they know customer
53:32acquisition costs are only going to
53:34increase. Like, a lot of people think
53:35that when you start to scale a business,
53:37start to scale up your ad spend, that
53:38everything gets easier, everything gets
53:40worse. Your customer acquisition cost
53:41goes up, you have to inject more
53:43creatives into the account. It becomes
53:45more difficult, or maybe not more
53:47difficult. It's just the challenges
53:48become different is probably a better
53:49way to put it. Now, on the other hand,
53:51if you're in like a high-ticket
53:52business, for example, the way that you
53:54would build your LTV is typically
53:56through current, you know, high-ticket
53:57subscriptions. It's a little bit more
53:59rare, but often times it's through
54:00ascensions. If you have If you have like
54:02a 5K program that you're selling, and as
54:04soon as people, you know, finish like a
54:053-month 5K program, then they're going
54:07to be upsold into a 10K program, right?
54:10That's how a lot of high-ticket
54:11businesses are going to be functioning
54:12there. And so, if you piece all of this
54:14together, what is really the full goal
54:16with all of this with the entire
54:17economics playbook? Well, if we piece it
54:19together one by one, the first thing
54:21that you want to do on the ad side, of
54:22course, is have cheap, qualified
54:24traffic. Then, once you push them
54:25through your funnel, of course, you want
54:26to have max conversions that you
54:28possibly can at the highest average
54:30order value that you possibly can. And
54:32then, of course, number three is going
54:34to be the back end, which is going to be
54:35increasing your LTV through
54:37subscription, through ascension,
54:38whatever is applicable to you. Now, if
54:40we zoom out and we put all these pieces
54:42together, what you're really aiming to
54:43do is have a really high ratio of LTV to
54:47CAC, right? Cuz that's how much money
54:49you're collecting from each customer in
54:51the history of your business compared to
54:53how much you're spending to acquire said
54:54customer. This is like one of the most
54:57basic baseline measurements of how
55:00healthy your business really is. And
55:01then, don't get me wrong, this depends a
55:03lot on your business. Like high-ticket
55:05has completely different KPIs from like
55:06e-com or affiliate or anything like
55:09that. So, I would say as a bare minimum,
55:11you want to be looking at a 3:1 ratio.
55:13If you're running high-ticket, I'd shoot
55:15closer for like a 7:10, 10:1 ratio LTV
55:18to CAC. But, that means that if I have
55:20an LTV on average of $300, that I
55:23shouldn't be spending more than $100 to
55:26acquire each customer, right? Pretty
55:27straightforward. Now, if you can't tell
55:30this far into this section, data is
55:32king. It is incredibly, incredibly
55:34important to know your numbers like the
55:35back of your hand, all right, I went
55:37over some pretty elementary numbers in
55:39this particular video because many of
55:40you guys may not even have a business,
55:42you know, but the numbers go incredibly
55:44deep and you need to have perfect
55:46perfect 20/20 clarity on all of your
55:49numbers in your business. I know that
55:50sounds like a no-brainer, but most of
55:52you aren't doing it. The real issue that
55:54I see here for the majority of people,
55:56most marketers, most entrepreneurs are
55:57completely flying blind in the ad
55:59account because they think that all the
56:01data in the ad account is 100% correct,
56:04which post iOS 14 is just not true. A
56:06lot of times there's either under
56:08reporting, over reporting, under
56:10attribution, over attribution of
56:12anywhere from like on the low side 5 to
56:1410% on the high side to like 30 to 50%.
56:17Even a new iOS update that came out this
56:19year adjusted the landing page views and
56:21the content views so that it was
56:23completely inaccurate. That's why having
56:25attribution tools such as Triple Whale,
56:27you know, for e-com, Highrise, Wicked
56:28Reports, WeTrack, having something where
56:31you can actually know with 100%
56:32certainty customer actually bought
56:34something here is really really
56:35important, or else guess what's going to
56:36happen? You're going to start to
56:38optimize in your ad account around
56:40shitty ads, ads that are actually losing
56:42you money. And you're going to tell
56:42Facebook, "Hey, go spend on all those
56:45shitty ads." Of course, you're not going
56:46to do well. You're not going to be
56:47making a lot of money. So, having
56:48clarity on your data is incredibly
56:50important. I'm psychotic about my data.
56:51Anybody that knows me knows that's
56:53[ __ ] true. Now, you know how I said
56:55when it comes to scaling everything gets
56:57worse. So, the way that I like to
56:59explain that is the concept of entropy,
57:01which I believe is actually originally a
57:03concept from physics and basically the
57:06understanding that the universe is
57:08always moving away from order and
57:10towards chaos. And I think with business
57:12it's the exact same thing. And the only
57:14thing that actually slows down the rate
57:16of entropy is literally just injecting
57:19energy into the system. And what I mean
57:21by that is the only way for you to scale
57:24and not have everything break
57:25simultaneously is for you to work harder
57:28or work smarter. And I say smarter as
57:31well because injecting energy, you only
57:32have so many hours in the day. Right,
57:34eventually if you start scaling your
57:35business like seven-figure months to
57:37eight-figure months, you won't be able
57:38to do everything yourself. So, either
57:40using AI systems, which is a form of
57:42energy, or hiring new team members,
57:44human capital, that's also a form of
57:46energy. It's the only way to make sure
57:48that things don't break as you scale. I
57:50know it sounds like super duper
57:52fundamental like obviously, I make more
57:53money, I need to like hire people and
57:55build systems, blah blah blah. But
57:56again, most people don't do it. They
57:58just like sit back, click buttons and
58:00expect things to stay the same forever.
58:01Everything dies at some point, right?
58:03What comes up must come down. Maybe
58:05that's a winning ad that you put all of
58:07your, you know, ad budget in it, dies,
58:09now you have nothing. You have nothing
58:10behind it. Maybe it's a winning copy,
58:12winning offer, winning whatever.
58:14Everything that is created and has life
58:16eventually is going to die. This is a
58:18fundamental law of the universe. This
58:20entropy is quite literally the second
58:22law of thermodynamics. Things in an open
58:24system always move towards disorder,
58:27towards chaos. And this is also why it's
58:30super duper helpful to have business
58:31partners that are always able to find
58:33things and see things that you can't.
58:35You can't see everything in your
58:36business. And so, if you have somebody
58:37that's always able to like poke holes in
58:39what you're doing, that's actually a
58:40really, really good thing because
58:42they're helping you. They're doing you a
58:43favor by finding things that are an
58:45issue before they completely blow up in
58:46your face. That's one of those instances
58:48of injecting energy into the system. So,
58:50like I said, in order to inject energy,
58:53there's really kind of three ways to do
58:54it. The first is just to do it yourself,
58:57to work more [ __ ] hours in a day,
58:59which again, you only have so many.
59:00Number two is to recruit human capital
59:03in the form of of team members, of
59:05employees. And then number three is in
59:06the form of systems and AI. That's quite
59:09literally all that you can do to make
59:10sure that when you have things working,
59:12start to scale, that everything doesn't
59:13fall apart at the same [ __ ] time.
59:15Again, speaking from experience here.
59:16One of the most important sections in
59:18this data, you know, economics portion
59:20of this video is going to be your
59:22ability to identify constraints. Now,
59:25whenever you start scaling your
59:26business, whether that's with paid ads,
59:28with organic marketing, you want to
59:30picture your business basically as a
59:32hose. And we all know, these hose ain't
59:34loyal. No, seriously, your hose looks a
59:37little something like this. There's
59:38these tiny little little bends, little
59:40creeks in the hose. And those, you know,
59:43little creeks are constraints. And if
59:45you want the hose to flow freely, where
59:48this is all the sales and all the
59:49customers, and this is all of your lead
59:51flow and all your traffic, then you have
59:52to get really [ __ ] good at
59:54identifying the constraints and solving
59:56them. Once again, this sounds super
59:58duper fundamental, but let me give you a
59:59really good example, okay? Every single
1:00:01Monday inside of BBA, I have people that
1:00:04are asking me about the numbers in the
1:00:05business. I literally have them fill out
1:00:06a form with all of their numbers, so I
1:00:08can give them the best advice possible.
1:00:10And one of the things that I see very
1:00:12commonly is all of the ad metrics look
1:00:14fantastic, right? When we looked at the
1:00:16economic section above, CPC was great,
1:00:18CPM's fantastic, CTR phenomenal. But
1:00:22then we look at the funnel, we look at
1:00:23the conversion rate, we see it's very
1:00:25low. That's not a constraint. That is an
1:00:27indicator of a constraint. Because what
1:00:29does a conversion rate tell you?
1:00:31Conversion rate simply tells you that
1:00:32people are getting to your funnel and
1:00:34they're not buying. It doesn't tell you
1:00:35why. So, that's why going really, really
1:00:37deep in understanding the drop-off from
1:00:39one funnel step to another and having
1:00:40KPIs for all of them is so important.
1:00:43You know, in one example, I saw that the
1:00:45drop-off specifically, let's say like on
1:00:47the checkout page of, you know, one of
1:00:49my students' funnels, was super, super
1:00:51high. Like people were dropping off like
1:00:52crazy. Guess what had happened? This
1:00:54dude didn't have his payment processor
1:00:55set up. That's [ __ ] crazy. Honestly,
1:00:57that should be its own section. Before
1:00:58you launch anything, try to break it.
1:01:00Like that that that is such an important
1:01:03rule. Like you shouldn't just QC things,
1:01:05which is like quality control. You
1:01:06shouldn't just QC it. Try to [ __ ]
1:01:08break it before you launch it, because
1:01:10if you don't, your customers will. Like
1:01:11the amount of people that are launching
1:01:12funnels and they're not even testing
1:01:14them themselves is honestly insane. But
1:01:16anyways, back to the point. You have to
1:01:17get really [ __ ] good at identifying
1:01:19constraints. Maybe it's an ad side
1:01:21constraint like having a super elevated
1:01:23CPC. Maybe it's a funnel constraint,
1:01:25like having a super elevated DVR. Maybe
1:01:28it is, you know, a a back end issue
1:01:30where your LTV is equal to your AOV,
1:01:33which means your repeat purchase rate is
1:01:35exactly zero. If you zoom out 30,000 ft
1:01:38view and you have full clarity on all
1:01:39your numbers, all your metrics, then the
1:01:41data should be telling you exactly what
1:01:43to do. You just identify the constraint,
1:01:45you focus on that, and then all of a
1:01:47sudden the water starts flowing freely
1:01:49through the hose and you start making a
1:01:50lot of money. And the last piece here
1:01:52before we move on to final section of
1:01:54this video is going to be about
1:01:55intuition. Most of you cons don't have
1:01:58it. And I'm actually talking to myself
1:02:00as well. I don't think that you have
1:02:02intuition as a marketer. I know that
1:02:04sounds crazy, but hear me out. I think
1:02:07what you actually have accumulated, if
1:02:08like for example, I put in my 10,000
1:02:10hours. I think I'm closer to 20,000
1:02:12hours in general marketing land in terms
1:02:14of how much I've worked over the years.
1:02:16What people call intuition is literally
1:02:18just a pattern of testing so many things
1:02:21and observing so much data over so many
1:02:24years. Like I can look at an ad and
1:02:26generally feel that it's going to do
1:02:28good or it's going to do bad. But that's
1:02:30not because I have intuition. That's
1:02:31because I've put in so many [ __ ]
1:02:34hours, so many data points connected in
1:02:36my brain that I can say, yes, I have
1:02:37confidence in that or no, I don't have
1:02:39confidence in that, it's probably not
1:02:40going to work. And guess what? Even
1:02:41then, after all this all these [ __ ]
1:02:43years that I've worked, guess what? I'm
1:02:45still [ __ ] still wrong all the
1:02:47[ __ ] time. This would be the
1:02:49thumbnail of the video. I'm still
1:02:50[ __ ] wrong. And that's after all the
1:02:52hours that I've put in. And people way
1:02:53smarter than me that have 50,000 hours,
1:02:55guess what? They're also wrong all the
1:02:57time, too. So, there's a lot of
1:02:59beginners that I see, they start to
1:03:00like, you know, research a new product
1:03:02that they want to test. They're like,
1:03:03oh, I think this one's going to do
1:03:04really good. I can just feel it. I'm
1:03:05like, you can't feel [ __ ] man. You have
1:03:07no idea all the variables that go into
1:03:10play. What you're feeling is a cognitive
1:03:12bias convincing you that you actually
1:03:15think that something's that's work when
1:03:16you have nothing to really back that.
1:03:18That's not intuition, that's you trying
1:03:20to get lucky. It's different. I do
1:03:21believe in intuition, like separate from
1:03:23marketing. I believe it's like a real
1:03:24thing and I believe it can be improved
1:03:26upon, but in regards to marketing and
1:03:28like, "Oh, I just have intuition that
1:03:29this is going to work." No.
1:03:31>> [laughter]
1:03:31>> What you have is you've accumulated a
1:03:33[ __ ] ton of data in your brain and
1:03:34you're using that to inform whether
1:03:36something is going to be successful.
1:03:37That's not intuition. And this is just
1:03:39especially, especially true with
1:03:41beginners. I don't know why you guys
1:03:43feel entitled to like knowing [ __ ]
1:03:45before you've done [ __ ] It's It's It'll
1:03:47never make sense to me. Get your 10,000
1:03:49hours first and then we can have a
1:03:51conversation about intuition. All right,
1:03:52and here we are, the final portion of
1:03:54the video about what I call the
1:03:56multiplier. If I was making this video 5
1:03:58years ago, this wouldn't even be a
1:04:00section of the video, but this is so
1:04:01important that I had to make it its own
1:04:03section. And if you haven't kind of
1:04:05figured out what the multiplier is by
1:04:07now, I'll tell you. Everything that I've
1:04:08walked you through so far up until this
1:04:10point in the video, from how to think to
1:04:13the creative, to the math and the
1:04:15economics, it's all multiplied by one
1:04:18very specific thing, which of course is
1:04:20AI. The only issue here is most people,
1:04:23probably including you watching this
1:04:24video, you view AI in the wrong way. You
1:04:26just view it as a way for you to like
1:04:28make more creatives or to like write
1:04:30more copy. And yes, it can do those
1:04:32things and it can do those things
1:04:33really, really well if you know how to
1:04:35use it. But AI touches everything, every
1:04:39single metric that I was showing you
1:04:41guys up above in the economic section,
1:04:43AI can either optimize or improve in
1:04:46some way every single little metric
1:04:49there. And by the way, this isn't
1:04:50something that's going to be like, "Oh,
1:04:52AI is going to totally change things."
1:04:53It is changing things. It is here and
1:04:56it's only going to get [ __ ] crazier.
1:04:58So, if you're not obsessing about AI
1:05:00now, you're [ __ ] late and you need to
1:05:02catch up. Like you need to have a
1:05:03legitimate sense of urgency. Every day I
1:05:05wake up, I'm obsessing about AI. Every
1:05:07day I wake up, I feel behind. I spend 5
1:05:10[ __ ] minutes on AI Twitter and I feel
1:05:12behind. And that's coming from somebody
1:05:13who is already experimenting with AI
1:05:16like every single day all the time. So,
1:05:19I'm not going to make this a whole
1:05:20section of like all the ways that you
1:05:21can utilize AI because that would be a
1:05:23[ __ ] 30-hour long video that I'd have
1:05:26to put together. But, I will give you
1:05:27guys one very small thing that has
1:05:29provided me with a lot of value. So, as
1:05:31I said previously, copy is the
1:05:32foundation of marketing and research is
1:05:34the foundation of copy. And the best way
1:05:36to get research is directly from your
1:05:37customers. Well, what if you don't have
1:05:39any customers yet? Or what if you're not
1:05:40able to call your customer for whatever
1:05:42reason that that may be? Well, you can
1:05:44create them with AI. So, what you'll do
1:05:46is you follow that same foundational
1:05:48Docs process that I mentioned
1:05:49previously. You'll build out all of
1:05:51these and you can basically build a tiny
1:05:53bot with AI where you can actually have
1:05:56a prompt where it teaches the particular
1:05:58AI that you're going to act in
1:06:00accordance as if this is all your
1:06:01beliefs. And then you upload all your
1:06:02research, all your data, everything. And
1:06:04then, what you're going to do is you're
1:06:05going to put in your AirPods, you're
1:06:06going to go for a walk, and you're going
1:06:08to have a conversation with your AI
1:06:10customer. And I've done this for
1:06:11multiple brands many times and every
1:06:14single time I say, "Damn, I should be
1:06:16doing this more often." because you can
1:06:18get such valuable insights and
1:06:20understand your customer at such a
1:06:22deeper level. And the cool part is you
1:06:23can even create avatars for this. Like
1:06:25maybe one customer bought for one very
1:06:27specific reason like from one angle and
1:06:29you create an avatar for that. And
1:06:30another one with a separate angle and
1:06:32you have that and you can talk with all
1:06:33of them together. I'm telling you like
1:06:35understanding your customer is super
1:06:36duper underrated. I think the biggest
1:06:38evidence of how important AI is is the
1:06:41update that we got recently from
1:06:42Facebook, Meta, and Andromeda. This was
1:06:44an ad algorithm update that was launched
1:06:47largely due to the fact that we had such
1:06:50a massive influx of AI advertising
1:06:52content flooding [snorts] the Facebook
1:06:54ads platform that they literally had to
1:06:56build a new way to sort through all the
1:06:59content because the old system wasn't
1:07:00working as well. That's not the only
1:07:02reason Andromeda was built but that is
1:07:03one of the main reasons and it's also
1:07:05using AI to be able to better sort
1:07:08through all the ads. I do have a video
1:07:09on Andromeda somewhere on my channel, so
1:07:11you guys can go check it out if you want
1:07:13to see the specifics. But if one of the
1:07:14largest multi-billion-dollar companies
1:07:17in the United States had to completely
1:07:18update their ad algorithm just because
1:07:20there was so much AI content. This was
1:07:22last year, mind you. Like it's only
1:07:24getting crazier. This isn't like, "Oh,
1:07:26this is going to happen in the future."
1:07:27No, we are here. Like it's in full
1:07:30effect right now. So, when I was saying
1:07:31that the majority of people are, you
1:07:33know, kind of viewing AI in the wrong
1:07:36way and they're viewing it inside of a
1:07:37closed box. Most people still think that
1:07:39AI just equals ChatGPT. And ChatGPT is
1:07:42simply an LLM, and that's kind of like,
1:07:44I guess you could say that that's like
1:07:45level one of using AI. That would be
1:07:48like using LLMs like ChatGPT, Claude,
1:07:50etc. Level two would be you step up to
1:07:52use workflows. Think of like the origin
1:07:55of N8N, where it's kind of like agentic,
1:07:58but it's also not very good. You know,
1:08:01like think of this like last year, early
1:08:03last year. Step three would be now you
1:08:05have actual agents, which is kind of
1:08:07main era that we're in right now, right?
1:08:09If you look at a company like Anthropic
1:08:10and all the [ __ ] that they're doing
1:08:12inside of Claude with Claude code, with
1:08:14co-work, and holy [ __ ] they're
1:08:15launching so much stuff. It's actually
1:08:16insane. But this is where you can have
1:08:19an autonomous agent do tasks for you, go
1:08:22through, you know, multi-level
1:08:23reasoning, and be able to send you
1:08:25stuff, you know, very, very quickly.
1:08:27After that, we would enter kind of stage
1:08:29four, which would be agentic, which is
1:08:31simply series of agents all working
1:08:33together for one common goal. And the
1:08:35fifth level, of course, is AGI, which is
1:08:38artificial general intelligence, which
1:08:40is ironically the scariest one of all.
1:08:42Now, if I think of like where we are
1:08:44right now, most of you are here. Like
1:08:46truthfully, most of you are still here.
1:08:48Maybe a few of you are, you know, kind
1:08:50of here. Probably about nobody's here,
1:08:52and we haven't even gotten to this point
1:08:54yet right now. And so, one thing that I
1:08:56want to say about all of this is you
1:08:58have to continue to push your education
1:09:00of AI. Nobody else is going to do it for
1:09:02you, and if you don't, you're going to
1:09:03be left behind very, very quickly
1:09:05because one thing about AI, with all
1:09:07major technologies, this one is just
1:09:09developing at such an insane rate
1:09:11because of the nature of the technology
1:09:12itself, but there is very much so a
1:09:15window of opportunity right now. Going
1:09:17on a year of me saying this, and I still
1:09:19believe it to be 100% true. There's
1:09:21going to be a window of opportunity
1:09:22where stupid people like you and me are
1:09:25able to figure out how to use this
1:09:26technology in order to make money. Then,
1:09:28it's going to be rolled out to the
1:09:30masses, and we're actually going to see
1:09:31mass adoption. And the faster that
1:09:33people catch on to this technology, the
1:09:35faster the window of opportunity closes.
1:09:37Now, thankfully, most people are pretty
1:09:38[ __ ] slow. So, we do have a
1:09:40legitimate window of opportunity, but
1:09:42it's not going to be here forever. Like,
1:09:44can you guys even think of what AI is
1:09:46going to be looking like in 5 years?
1:09:48We'll probably, if not definitely,
1:09:50already be at AGI in another 5 years.
1:09:52Who knows what online business is even
1:09:54going to look like at that point. It's
1:09:56insane to even fathom. So, the window of
1:09:58opportunity is right now, and it's
1:10:00getting smaller every single day.
1:10:02Fortunately for you, the barrier to
1:10:03entry is getting lowered every single
1:10:05day because more and more people are
1:10:07having access to some of the most
1:10:08powerful technology that's ever been
1:10:10built in the history of mankind. So,
1:10:12this is an amazing time to be alive. Do
1:10:14not, you know, misinterpret what I'm
1:10:15saying. This is the greatest time in
1:10:17history to ever [ __ ] be alive. Be
1:10:19more bullish on AI because crazier [ __ ]
1:10:21is around the corner, and if you figure
1:10:22out how to use it before anybody else,
1:10:24you have a legitimate window of
1:10:25opportunity to make a stupid amount of
1:10:27money before anybody else figures out
1:10:29how to do it, too. And that's the end of
1:10:30the video. I mean, I taught you how to
1:10:31think, I taught you how to create, how
1:10:33to understand the economics and the
1:10:35math, and how to multiply everything.
1:10:37So, I mentioned it a little bit earlier,
1:10:39but I do have a mentorship program
1:10:40called Brand Builders Academy. If you're
1:10:42interested in scaling a brand with
1:10:44e-commerce specifically using AI, that
1:10:46is where you need to be. If you want to
1:10:47apply, click the first link in the
1:10:49description. Other than that, guys, this
1:10:50was a monster. Thank you so much for
1:10:51watching if you made it this far. See
1:10:53you all in the next one. Peace.

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