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0:00This is Kyle and Ariel, a couple who
0:02runs a business that helps other couples
0:04who run businesses. They currently do
0:06about $480,000 per year, but they're
0:08stressed because it costs too much money
0:09to acquire new customers, and they're
0:11maxed out on time. I'm Alex Hormozi, I
0:12own acquisition.com. It's a portfolio of
0:14companies that generate $250 million in
0:16aggregate [music] revenue per year. And
0:18I just happen to know a little bit about
0:19the couplepreneur scenario since I
0:21started acquisition.com and Gym Launch
0:23with my wife, Leila. So, I figured they
0:25got to fix their offer to make it more
0:26valuable to their customers and make it
0:28more scalable so that they're not
0:30responding to individual text messages
0:3124 hours a day. Dum dum dum dum.
0:35>> Hi, Sharks.
0:36>> [laughter]
0:39[gasps]
0:40>> What's up?
0:41>> Hi, my name is Kyle.
0:42>> I'm Ariel.
0:43>> And we are the founders of
0:44Couplepreneurs. Over the last 12 months,
0:46we've generated about 480K in revenue,
0:49206K in profit, which takes us to about
0:5243% profit margins.
0:54>> Okay. So, who do you help?
0:55>> We help entrepreneur couples. So, these
0:58are couples who either run businesses
0:59together or couples where each partner
1:02owns their own individual business.
1:04Typically, the businesses we work with
1:05do about 150K annually minimum, and
1:08their primary desires are to make more
1:10money in business, to work better
1:12together as a couple, and to free up
1:14more time for each other and their
1:15family.
1:15>> Do you know who's the one who tends to
1:17be attracted to the message? Is it the
1:18female or the male?
1:19>> Usually the woman, yes.
1:20>> For sure.
1:21>> Interesting. Oh, yeah.
1:22>> I figured.
1:23>> So, how do you help them?
1:24>> We help the couple grow businesses as a
1:26couple as efficiently as possible. So,
1:28we do this with two offers. The first is
1:30what we call the Rise Together
1:31Mentorship. It's a 12-month program that
1:33consists of weekly group coaching calls,
1:35and this program is really focused on
1:37helping the couple work better together
1:39and just improve their working dynamic.
1:41Our second offer is called the
1:42Couplepreneur Accelerator. This is also
1:44a 12-month program, but it's much higher
1:45touch, and the main focus of that
1:47program is developing a business growth
1:49plan for the couple that's based on
1:50their business model, their strengths
1:52together, as well as their schedule, and
1:54then helping them and coaching them
1:55through the implementation process. We
1:57do also have annual live in-person
1:59events. Our next one's actually coming
2:00up on April 10th and 11th of this year.
2:02>> What's that included with?
2:03>> So, we invite all of our clients to
2:05that, but we also sell tickets to it as
2:07well.
2:07>> Interesting.
2:09>> [laughter]
2:09>> And do you use that as one of the
2:10bonuses for both levels?
2:11>> Yes.
2:11>> 100%. Yeah, it's a fast-action bonus.
2:13>> Interesting. Okay. For offer number two,
2:15the Couplepreneur Accelerator, we
2:17customize an action plan based on the
2:20couple's schedule, the business model
2:22that they want to approach as a couple.
2:23So, we're heavily customizing an action
2:25plan on the front end for offer two.
2:27>> How long does that take?
2:28>> About a total of 4 to 6 hours to go
2:30through everything and then do a call
2:31with them.
2:31>> Yeah. And then the other time constraint
2:33in offer number two is the fact that
2:35they have access to us in Slack like
2:37periodically throughout the week.
2:38>> Yeah.
2:39>> Periodically, what is that?
2:40>> That means at any point they can ask us
2:42questions.
2:43>> I want [laughter] to make sure that we
2:44were clear on that.
2:45>> Yeah, we respond. We tell them we'll
2:46respond within 24 to 48 hours, but they
2:48do have daily access to us.
2:50>> You're slacking all day.
2:51>> Yeah, pretty much, yeah.
2:52>> Ding, ding, ding, we have problem number
2:53one, which is that they have given
2:55unlimited, unfettered, unrestrained
2:58access to them personally, which makes
3:01it very hard to actually run a business.
3:03So, maybe we might be able to sell
3:05people something they still find just as
3:06valuable that they're not going to use
3:08all day, all the time. How do you make
3:10money?
3:10>> The Rise Together Mentorship is $5,000
3:13if paid in full or 12 installments of
3:16$500 a month. For that, the couples get
3:18weekly group coaching calls with Ariel
3:20and myself and the rest of the
3:21community.
3:21>> What's the split?
3:22>> Oh, it's about 50/50. We also record
3:24those calls as well. So, we'll take the
3:25call recordings, we'll upload them into
3:27a training portal where the couples can
3:28watch a replay and they can get access
3:30to other templates and cheat sheets as
3:32well. We have a private Facebook group
3:34for accountability based on the steps
3:36that we give the couples per week. And
3:37we also do these fun things called
3:38quarterly date night challenges.
3:40>> Yeah.
3:40>> This is where we incentivize the couple
3:41to go on at least one date night per
3:43week.
3:44>> Do people like that?
3:44>> Oh, they love it. It's like their
3:45favorite part of the whole thing.
3:46>> challenge is probably like the number
3:48one thing that keeps people buying from
3:50us.
3:50>> Yeah, we're going to we're going to talk
3:51about that. So, with this cheaper one,
3:53basically, it's just a weekly call.
3:55>> Yeah.
3:55>> Yes.
3:56>> That's what they get.
3:57>> Yeah.
3:57>> The Facebook group's mostly community,
3:59and then our customer service person
4:00holds them accountable.
4:01>> All right, let's talk about this the
4:02second one.
4:02>> We do the quarterly date night
4:03challenges in both programs, but we also
4:05do a lot more in the couplepreneur
4:06accelerator. So, that's 25K paid in
4:08full, $2,500 a month if they choose the
4:11payment plan over 12 months, and that
4:13includes quarterly two-on-two private
4:15strategy calls where we map out their
4:17action plan.
4:17>> Yeah.
4:18>> Um it also includes weekly small group
4:19coaching calls, which are mostly just
4:21Q&A based. And we also hold them
4:23accountable to their weekly priorities
4:25inside of Slack. This is also where they
4:27can ask us questions too.
4:28>> eliminated Slack, how much time would
4:29you get back?
4:30>> Probably what, 40% of our time?
4:31>> Jesus. There's also the cost of
4:32disruption.
4:33>> I will say though, Slack is usually
4:35people's favorite thing cuz it's like
4:38having us in their back pocket.
4:40>> I like where you're going with this
4:41though.
4:41>> We're going to take some axes out. It'll
4:43be good.
4:43>> That's music to my ears.
4:45>> They made the mistake of running out of
4:47time on their high-touch thing, and then
4:49making a low-touch thing. And the cost
4:51to our customers for the low-touch thing
4:52was the same as the high-touch thing,
4:54which mean all their economics of the
4:55business stopped working. And so, the
4:57real constraint they had originally in
4:58the business was that they were supply
5:00constrained. And so, rather than solve
5:02the supply constraint, they basically
5:03just built a whole another product. What
5:05they probably should have done is just
5:07say, "I wonder if we could sell the same
5:08thing without all of the demand on the
5:10backside for our time." If we did that,
5:12we could sell three times as many
5:13people. So, cool. Do that. If you were
5:15to talk to my team, you would know that
5:17the number one question I ask when they
5:18just vomit a whole bunch of information
5:19on me is I just say like, "What problem
5:21are we solving?" When they decided to
5:23start this other product, they might not
5:24have been clear about the problem they
5:26were solving, or ask the second
5:27question, which is, "Can we just solve
5:29this problem in another way that doesn't
5:30include a starting an entirely new
5:32business, an entirely new acquisition
5:33strategy, and making another product?"
5:35And the answer is yes.
5:35>> So, how do you get customers?
5:37>> So, we use a challenge funnel, which
5:38means we use Facebook ads we run to a
5:39five-day free virtual challenge that we
5:41host inside of a Facebook group. And
5:42then we on that challenge, we do
5:44teaching, training, Q&A, and then we
5:45lead to a sales funnel.
5:46>> How long
5:46>> is each of the sessions?
5:48>> One hour.
5:50>> And what's the drop off between day one
5:52and day two?
5:52>> On average we go from about 9% down to 4
5:55to 5% on day
5:56>> lose half between day one and day two.
5:58Okay.
5:58>> Yeah.
5:59>> And you're getting only 9% of people to
6:01show up to day one?
6:02>> Yes.
6:03>> Okay.
6:03>> So we'll do about six of those
6:04challenges per year and our average ad
6:06spend per challenge is about 19,440.
6:09We do also get some occasional sales
6:11from some other places, one of which is
6:12guesting on other people's podcasts. We
6:14also have a setter on our team who will
6:16reach out to people via social media
6:17messenger and book calls for us and then
6:19we host our annual in-person events,
6:21which some sales can come from as well.
6:22>> What percentage come from top versus
6:24bottom?
6:24>> I'd say 90 to 95%.
6:26>> We really would love to get Alex's
6:28feedback on this challenge funnel
6:30because we spend a lot of money on these
6:32challenges. Sometimes they make money
6:34but other times we'll lose money and
6:35have to spend months recouping the cost.
6:37>> Okay. So what are the problems?
6:39>> So we have three primary problems. Our
6:41first is our cash flow cycle, which
6:43means it can sometimes take months for
6:44us to make back the money that we spend
6:46on new customer acquisition.
6:48>> Tough.
6:48>> Our second big problem is just improving
6:51overall conversion. We've recently
6:53noticed some drop off in attendees for
6:55our five-day challenges, which are our
6:56main way of generating new leads and new
6:58sales. Our last big problem is just our
7:00own time constraint. We are almost at
7:02max capacity for delivering on our
7:04services just due to the amount of
7:05customization that's involved. Fixing
7:07these problems matters a lot to us
7:09because we went through what we call the
7:10anti-honeymoon stage when we first got
7:12married, which is where we were trying
7:13to figure out how to be business owners
7:14but also still a married couple at the
7:15same time. So being able to reach other
7:17couples and help them sidestep some of
7:19the issues that we went through is
7:20really important to us.
7:21>> Okay, so what's sales velocity? So how
7:22many sell a month?
7:23>> So we do these challenges every two
7:25months and this is what a typical
7:26challenge will look like. We'll generate
7:28about 511 leads and or registrants for
7:30the challenge and the average challenge
7:33attendees are 26. So 26 out of the 511
7:37will actually show up to the live
7:38sessions each day. Out of that we will
7:40typically book 12 sales calls, we'll
7:42hold 10 and we'll close six sales. And
7:44currently right now between both of our
7:46programs, we're working with 42 couples
7:48and we've only had four clients turn
7:50over the last 12 months and that's
7:51really just due to payment issues.
7:53>> So right now the company is y'all.
7:55>> Yep. Yes.
7:55>> Zach.
7:56>> Yep.
7:57>> You have a CS person on the back and you
7:58have a setter on the front.
7:59>> Exactly. Yep.
8:00>> What other stuff you got? Do you need
8:00anything else?
8:01>> Because we just use Facebook ads to
8:02generate leads and sales in 2024, here
8:05are the total numbers for the Facebook
8:07ads. There's obviously a lot of numbers
8:09here, but some of the numbers that
8:10really stand out to us is the extremely
8:12high cost for average attendee at $815
8:15and our average attendee show up rate of
8:165.25%. That being said on the plus side,
8:19if people show up, they have a 49%
8:21chance of booking a sales call with us.
8:23That's why the average attendee to sales
8:24call book ratio is 49%.
8:26>> I just I feel like it we're going to be
8:27able to fix this, but I think it's going
8:28to be really elegant and it'll probably
8:31grow the company a lot and make you a
8:33lot more money. There's a version of the
8:34business that I like that I think would
8:35make this great. [music]
8:37The fact that you like the date night
8:38and everybody likes the date night.
8:39Instead of doing a five-day challenge,
8:40just do it a four-hour date night and
8:42crush the full five four hours in one
8:44pitch. You get twice as many people
8:45there and probably even more will show
8:47because it's a date night and you can
8:48still provide all the value normally do
8:50and then just close.
8:51>> So [music] frame it like couples are
8:53coming to your event for a date night.
8:54>> You actually probably break a record
8:55around that too. Like in the ad, "Hey,
8:57we're going to do the world's biggest
8:58date night." Okay.
8:59>> Cool. I like that.
9:00>> But the thing is that like I we actually
9:01have to solve this back to front. So I
9:03do think there's a better way to convert
9:04and I'll get into the tactics around
9:05that, but like it's kind of a bland
9:06offer. Now, the way that you guys
9:08deliver and all that stuff, fine, people
9:09like it, but I'm just looking at like
9:11what am I getting here? I'm not like
9:12super stoked about it. I would rather
9:14solve for like we have this other thing
9:16that makes us a ton of money. How can we
9:18>> [music]
9:18>> pair that down so that we can still sell
9:20that at that price point, but have five
9:22or 10 times the capacity? We're going to
9:24go deep dive on the offer, so the back
9:26end high-ticket offer. So right now, we
9:29have Slack
9:31the calls, right? 212.
9:33>> Yeah, quarterly 212.
9:35>> Quarterly, okay. And how long is that?
9:37>> The first one is 90 minutes. Every other
9:38one is 1 hour.
9:39>> Okay, got it. What else is there?
9:41>> Weekly group calls.
9:42>> Weekly group, okay. That's not that bad.
9:44All right, what else is there?
9:45>> I would say in addition
9:46>> Yeah.
9:47>> And some modules etc.
9:48>> Yeah, online modules. And then in
9:50addition to the two-on-two quarterly
9:51calls, at the first one we do a deep
9:53dive of looking at their website.
9:55>> thing.
9:55>> Yes.
9:56>> Yeah, so we'll go deep dive. That's That
9:58feels like a separate deliverable to me.
9:59>> Yeah, so the first quarterly call is
10:01longer and it takes more prep time.
10:03>> So I'll just say this times three and
10:04then that one time.
10:05>> Yep.
10:05>> This [music] is current.
10:07>> Yep.
10:08>> There's also this other piece cuz you
10:09have this bonus of in person, right?
10:11>> Yes.
10:11>> Yeah.
10:11>> So what I'm doing here is before I dive
10:13into recreating an offer, I'm actually
10:15going through the process live with
10:17them, which is I want to understand all
10:19the resources and assets that we have at
10:21our disposal. In The Offers Book, I
10:24cover this in creating your grand slam
10:25offer part two, the trim and stack. The
10:27first part is listing all of the stuff
10:28out and then the second part is, okay,
10:31now we have all these list of things,
10:33how are we going to cut it and combine
10:35it and package it so that it's the
10:37leanest and the most viable. Because
10:39fundamentally, we don't want to just
10:40like offer a ton of stuff. We want to
10:42offer the few things that people really
10:44want and then just remove everything
10:45else.
10:46So this is the $100 million scaling
10:48roadmap and they are at stage three,
10:50stabilize. So they have a very small
10:52team, one to four, and let me read some
10:54of the constraints they're probably
10:54dealing with. People aren't buying fast
10:56enough, which is the cash conversion
10:57cycle. So they're not getting paid fast
10:59enough. They're wasting time with bad
11:00leads. They don't have enough time to
11:01talk to good leads. They're not sure
11:03what to fix cuz everything's going
11:04wrong, right? And customers feel lost.
11:07Now, this one maybe they don't feel as
11:08much on the customer service side, but
11:10they've made up for that by just
11:11providing full-time Slack access at all
11:12times to them. So really they're feeling
11:14lost. We can fix the thing that they
11:15complain about most from a product
11:17perspective, which is this is partially
11:19[music] their complaining about it, but
11:20it's also from a customer angle of what
11:22are all the things that we provide the
11:23most value and then recombining those to
11:25make the most viable offer. Decide on
11:27basic qualifications, right? So they had
11:28this cheaper thing. It's like, well, who
11:30do we really want to serve? Let's make a
11:32product for them, not a product for
11:35everyone, which then ends up serving for
11:36no one. And by the way, if you want to
11:38know where you're at on this scaling
11:39road map, goes from zero employees all
11:41the way to 500 plus, and we break it
11:43down by eight functions, so product,
11:44marketing, sales, customer service, IT,
11:45recruiting, human resources, and
11:47finance. Where people get stuck there,
11:49and how to get through it. This is my
11:51gift to you. It's absolutely free. You
11:52can go to acquisition.com/roadmap.
11:54And if you want my team to actually help
11:56you with this for your business, you can
11:58schedule a call with them, and they'll
12:00dive into the business, and if it makes
12:02sense to invite you out, we will, and
12:04maybe we'll see you here in Vegas.
12:05>> I think you're messing this one up.
12:07>> Okay.
12:07>> I think this is one of the most valuable
12:08things you do. You could functionally
12:10charge $25,000 a year, and have two
12:12getaways a year, guaranteed. And so, you
12:15could say like, think about this as
12:16marriage insurance. We're going to do
12:18all the other stuff, but you guarantee
12:19yourself that you're going to have two
12:20amazing times per year, and when you
12:22look back on your life, most of the
12:24months kind of blend together. It's just
12:25the little spikes that are the moments
12:27that you remember. That's what we're
12:28going to help you build.
12:29>> Love that.
12:29>> I think we do two x per year in person.
12:32And I think you should position it like
12:34getaway, rather than conference.
12:35>> Yeah.
12:35>> Okay.
12:36>> that.
12:36>> And also, you guys will have a great
12:38time to get get away, too. So, like,
12:39it'll be fun for you. So, I would what I
12:40would do if I were you guys is, I would
12:41go, do the whole experience with them,
12:43whatever, two days, and then stay two
12:45days after, for you guys. [music]
12:46>> And unwind, we want to
12:47>> Yeah.
12:48>> And what do you think you're going to do
12:49at the in-person event when they're all
12:51there?
12:51>> At the moment, just planning on doing
12:52[music] renewal sales.
12:54>> Yes.
12:54>> Yeah, good.
12:55>> That's what I want.
12:55>> That's a good road map. [laughter]
12:57>> That's it, like early days.
12:58>> That's how we're going to do it. And so,
12:59basically, we have two in-person events,
13:01we're eliminating Slack. That's for
13:02sure. Screw Slack.
13:04>> I'm so good.
13:04>> Thank you.
13:05>> Yeah, you're welcome. I feel you feel
13:06lighter. I would almost rather you get
13:08rid of those.
13:08>> The weekly group calls, too.
13:09>> Yeah, cuz I don't think anyone's like,
13:11I'm staying for the group [music] calls.
13:12They probably stay for this.
13:13>> You're right.
13:14>> I think that because when we survey our
13:16clients, the weekly group calls are
13:17usually the least favorite.
13:18>> Let me tell you a secret. What a lot of
13:19people do is that they will try and add
13:21as much as they possibly can. The goal
13:23is value [music] per bonus. Basically,
13:25the way that I think about it is, each
13:26thing we add, on its own, should be
13:29worth the price of the whole thing.
13:31Simplicity is the ultimate [music]
13:34in business. Simplicity makes for a
13:36simpler marketing. It makes for simpler
13:38[music] selling. It makes for simpler
13:40delivery. But, the problem is that
13:42complexity always rears its head. People
13:44want to overcomplicate things. You want
13:45to have four or five benefits in one app
13:47because [music] you think they're all
13:48important, but the reality is that you
13:49weren't able to prioritize the one that
13:50mattered most for the specific avatar
13:52that you're trying to advertise to. We
13:54could include 100 things, but there's
13:56typically only one thing that gets
13:58someone over the hump. People decide to
14:00buy because they hear [music] something
14:01like, "Ooh, that's the one." And then
14:02they're in. And so, we just want to make
14:04sure that we make those details as
14:07compelling [music] as humanly possible,
14:08and then limit the details that we
14:10choose to talk about. To quote Jack
14:12Dorsey, founder of Twitter, "Make all
14:13the details perfect,
14:15limit the number of details."
14:17The main value-adds are we're going to
14:20meet with you, we're going to do deep
14:21dive, you're going to come out twice a
14:22year.
14:22>> Yeah.
14:23>> Love it. If you want to have the group,
14:25I would say this is like for y'all, but
14:27like this is not support. This is not
14:29like you tag me in every single post
14:31kind of thing. This is if you want to
14:32connect each other, then this is the way
14:34Basically, you're more curating the
14:36experience than you are rut doing a
14:38whole bunch of stuff in there. Okay. So,
14:41I think we go deep dive, which is
14:42fundamentally just an onboarding. So,
14:43you'd want to do that anyways, right?
14:45Two and two quarterly times three, and
14:47then you have the group, which is not
14:48going to be a lot. Okay? So, if we're
14:50looking at the total delivery time, this
14:53is 60, so this is 3 hours.
14:56Right? Let's just call this six, so it's
14:579 hours. And then you have the two
15:00events a year. So, basically, let's just
15:02call it 10 plus this is fixed between
15:04everybody. 10 hours per couple is the
15:06cost. You make 25,000, and so
15:09realistically, the cap is going to be
15:12these two. This is now the new cap of
15:14the business, not all this other stuff.
15:16So, how many quarterly calls can you
15:17take?
15:18>> First initial strategy session does
15:20take, you know, considerable amount of
15:21time, but after that
15:22>> I think we could do five per day.
15:25>> You wouldn't do five per day.
15:26>> You wouldn't do it.
15:27>> Well, I mean
15:28>> Like you can do it physically, I'm
15:29saying what are you willing to do? I
15:30know what you can do physically.
15:31>> I'd say probably two per week.
15:32>> He said five a day,
15:34>> [laughter]
15:34>> not two a week. I'm like, okay, so we
15:35have a 12x differential between you
15:37guys.
15:38>> Maybe five per week.
15:39>> Yeah, five per week. And you do one day
15:40where you just do five.
15:41>> Yeah, exactly. Yeah, we try to batch
15:42them.
15:42>> So that means that you'd max out at 60
15:45cuz you're doing 12 weeks, one a
15:46quarter, times five.
15:48>> Right. Yeah.
15:48>> So that maxes out at 60 clients. I don't
15:50love that.
15:51>> Yeah.
15:51>> I'd love to be higher than that. How do
15:53we get you to 150 clients? That's what
15:56I'd like to reverse engineer. Because if
15:58we get you to 150 at 25, let's call it
16:0030 cuz it's a lot of people going to be
16:02on payment plans, then that takes you to
16:03four and a half, which is 10 times what
16:05you're currently making or earning,
16:06which feels chill.
16:07>> Yeah.
16:08>> I feel on my scale of chill, it's chill.
16:09>> Yeah, I mean it's pretty chill.
16:10>> So 12 weeks, if we could get to 15 a
16:14week, now again, this is what we have to
16:16deliver on. We could
16:18do a smaller group
16:20of four and have it be 90 minutes.
16:23Cuz then in on Monday, you could do four
16:2690s,
16:27six hours, and see 24. And 24 * 12 is
16:31even more than that.
16:32>> Yeah.
16:33>> When you are supply constrained, you can
16:35either raise the price, [music]
16:36so if fewer people buy and the people
16:38who buy you get paid more for, or
16:41you change the ratio of delivery,
16:43meaning you go from one-on-one
16:45to one-on-four to one-on-six to
16:46one-to-many, or you productize, [music]
16:49or you hire people. So we have a lot of
16:52different ways that we can solve a
16:53supply constraint. We're going to change
16:54what we deliver and make it into a
16:55product, we're going to change what we
16:57deliver slightly by delivering it to
16:58more people at once, we're going to keep
17:00it the same number of people but we're
17:01going to raise the price so we make more
17:03per person, or we're just going to hire
17:05somebody else to do it. All of these are
17:06potential solutions, but I'm going back
17:09and forth with them to figure out which
17:10one makes the most sense. They were a
17:13little bit cash constrained and I didn't
17:14get the impression they wanted to have a
17:15big team. The next one is the price.
17:18Now, they were already struggling to
17:20sell the higher ticket thing. And so,
17:21like I don't think we have room to go
17:23three or four times as high because
17:25that's what we would need to do in order
17:26to make a pricing move that would make
17:28sense. So, this one's out. And then we
17:30have the productizing. Now, they already
17:32did a productized version, but they
17:33can't sell it at the price that they're
17:34selling their expensive thing. So, this
17:36one's out now. This is basically the
17:38only thing that's left on the map that I
17:40see as a high likelihood solution for
17:42where they're at right now, which is why
17:43I recommend
17:44>> The other factor, I guess, to consider
17:45is our dream state of this business
17:47wouldn't necessarily involve us being so
17:49heavily involved in Square.
17:50>> Only one day a week.
17:51>> True. That's true. Yeah.
17:52>> Yeah.
17:53>> I'm working on one day a week here.
17:54>> Yeah. Yeah. Yeah. No, I like I like
17:55that.
17:55>> "I want to make millions of dollars and
17:57work one day." I'm like, "Okay, well,
17:58you know,
17:58>> Yeah. Yeah. That's fair. That's fair.
18:00Yeah.
18:00>> Yeah, our goal is eventually to be able
18:02to have coaches that can deliver on it
18:04as well.
18:05>> Yeah.
18:05>> I will be super candid with you.
18:08>> Please.
18:08>> Most coaching businesses fail at scale.
18:10And it's because if you have some unique
18:13skill set or your personality, whatever
18:15it is, like your X factor, if it's
18:18easy to teach, it's not valuable. And in
18:21order to have coaches who come in who
18:22can deliver the same level of value,
18:24it's going to be hard to teach. So,
18:25either you're going to have the issue of
18:26like, I'm going to bring someone in and
18:27they can walk with the customers, or
18:30more likely, you'll bring someone in
18:31train them up in a weekend and they'll
18:33be like, "This is now the person doing
18:34delivery." Now, then you're going to
18:35claim it's your system and all the other
18:37stuff. But I've never seen really anyone
18:39get above 30-ish million a year in that
18:41space.
18:42>> Okay.
18:42>> And so, the people who get above that
18:44typically have a more distributed model.
18:45>> Okay.
18:46>> So, what I mean is this is y'all's X
18:48factor. So, let's say we have all these
18:50little shot glasses here and on the
18:52other side we have full full same size
18:55bottles, okay?
18:57Scenario one, I just pour this into the
19:00shot glasses.
19:02Okay. Scenario two, I pour it into the
19:04big glasses.
19:05Then I take this and fill it up to the
19:07top so that it's the same same amount.
19:09>> Yeah. Yeah.
19:10>> [clears throat]
19:10>> What you end up having, this is the
19:12coaching model. You're going to get the
19:13same amount of time, you're going to get
19:14this person, they're not as good as me.
19:16It's going to be really diluted.
19:18>> X-factor.
19:18>> Yep.
19:19>> Versus, would you rather just have a
19:20little bit less, but you have the full
19:22me, the full X-factor?
19:23>> Yeah.
19:24>> And in my opinion, this model still is
19:26better because then you just keep
19:28getting better.
19:29>> Mhm.
19:29>> Now, if you're like, okay, well, we
19:31don't want to be key man. I'd rather get
19:32you to 4 million a year.
19:34>> Yeah.
19:34>> And then we can deal with that problem.
19:36>> When he did the whole Gatorade analogy,
19:38that was very powerful because we don't
19:40want to dilute the value of what we
19:42offer. And for many coaching businesses,
19:45you feel like you have to just by hiring
19:46other coaches to coach for you. So, that
19:48was a really powerful paradigm shift.
19:50>> Every one of these solutions that I just
19:52outlined have businesses that have
19:54succeeded with them.
19:56>> [music]
19:56>> The question is, which problem would you
19:57rather solve? If you decide to do the
19:59hiring path, then you're going to build
20:02basically a firm of partners to do this
20:04service for other people. The problem is
20:06most people who are in this world, who
20:08are influencers or creators, whatever,
20:10they have some sort of X-factor, and
20:11people come for them. And so, when they
20:14try and hire staff, they just say, oh,
20:15here's my buddy. I spent a day with him
20:17to try and teach him my method, and now
20:19he's going to deliver it. If this is
20:20such a complex method, if you can train
20:22somebody up on it in a day or two, it's
20:24probably not that complex. Or, it is
20:27that complex and you're just saying it's
20:29not that complex and just putting them
20:30[music] in front of customers because
20:32you don't want to do it anymore, which
20:33is laziness. And also, you're probably
20:35not paying them what would be required
20:37to get somebody who's actually [music]
20:38as good as you were or better. And so,
20:40the business you build here is a
20:41recruiting, training, and culture
20:43business.
20:43>> [music]
20:44>> If you want to have a productized
20:46version of this, then you're going to be
20:47leaning heavier in a marketing and sales
20:48because the delivery is going to be more
20:50or less automated or productized.
20:51>> [music]
20:51>> This allows you to scale more easily
20:53from an acquisition perspective, but
20:54then you got to learn how to market and
20:55sell at an even higher level. Then we
20:57have these two. So, if you're a pricing,
20:59then what you're really going to get
21:00into is the branding business, right?
21:01Because in order for them to command
21:03[music] super premium prices, let's
21:05imagine they only have 100 customers.
21:06They say, we never want to get over 100
21:08customers and we want to grow this
21:09business. It's like well then the only
21:10thing we can do is just keep jacking
21:12[music] price in this scenario. But the
21:13only way we're going to get people to
21:14continue to buy is that we have to
21:15reinforce this brand loop [music] where
21:17every time we have these 100 customers,
21:19their lives improve by so much, they
21:21create these amazing stories for us,
21:23they bring their friends and then over
21:24time because we have supply and demand,
21:26right? As a as a nice little x factor
21:28here, the price would continue to go up
21:30as demand increased, right? But we're
21:32keeping supply fixed. Now, the ratio,
21:34which is what I recommended for them, I
21:36want to say it kicks the can down the
21:38road.
21:38>> [music]
21:38>> And what I mean by that is they're just
21:41going to get better and better. Just cuz
21:43you get more practice if you're [music]
21:44the person who's got the x factor. And
21:46so they're going to get more practice.
21:47So even though people are going to get
21:48shot glasses of them, it's going to be
21:50more and more concentrated shot glasses,
21:52which means they can keep dividing
21:53[music] it over and over again as they
21:54get better and better. And so the value
21:56proposition actually can stay fixed as
21:57they improve. Ultimate version of this
21:59is look at Tony Robbins' business,
22:00[music] right? We got one guy and he's
22:02on stage in front of 10,000 people and
22:04they all pay $5,000 to be there because
22:06he can command that price because he's
22:08so good on stage that people are still
22:11thrilled even though they're in an
22:12auditorium of a zillion people. In the
22:15ratio business, the business that you're
22:16really building there is that they're
22:17just continuing to do what they're doing
22:19and they're just going to be able to
22:19drive more and more profit in the
22:21business.
22:21>> [music]
22:21>> And we personally enjoy the events
22:23probably the most out of everything else
22:24that we do in the business.
22:25>> This would probably be my V1. My V2
22:28would be can we just [music] sell three
22:30a year? And then I would just basically
22:31position it as listen, right now you're
22:33not spending the money because and you
22:34know [music] you should.
22:35>> Yeah.
22:35>> This will guarantee that you have it.
22:36And also you split up the day so it's
22:3850/50. So it's like we're going to be
22:39doing some stuff together, but like it's
22:41also y'all's vacation. So take the day.
22:43But the thing is is like it's okay
22:44because you block [music] the like the
22:46values you made them block the time.
22:48>> Right.
22:48>> And come out and do and make a cool
22:49experience.
22:49>> When Alex said don't worry about key man
22:51risk, we felt a sense of relief because
22:54we felt like we had to just take what we
22:55do and go multiply it with other people.
22:57But realizing that we can just not have
22:59to worry about that right now and focus
23:00on what it is that we do [music] best
23:02and grow the business in that way, makes
23:04it feel a lot more simple, and allows us
23:06to again just do what we love to do and
23:08serve the people that we love to serve.
23:09So.
23:09>> I think this is V1, but let's solve the
23:11money thing here. If you're willing to
23:12do two days a week, then that would get
23:14you to 120. So that gets you to
23:17three-ish million.
23:17>> It's better than five days a week at
23:19what we're currently at.
23:20>> Yeah.
23:21>> Yeah. Love that for you. Yeah. Okay. So
23:23this to me is
23:25This is no longer the back-end offer.
23:27This is just the offer.
23:30>> Mhm.
23:30>> That's thing one.
23:32By the way, for the record, we do like
23:34serving our clients, so it's not like
23:36they're [laughter] bothering us all the
23:37time. You know?
23:38>> Oh, of course.
23:38>> Yeah.
23:39>> Clients, they're very happy to to to to
23:42to deliver, and they're very grateful.
23:44And congratulations to everybody who got
23:45the $5,000 thing.
23:46>> Yeah.
23:46>> It will never be sold again. The second
23:48thing is going to be our acquisition
23:51model. Okay? So you guys are doing the
23:53five-day challenge. So if I wanted to
23:55make the lowest-risk bet,
23:57>> Yeah.
23:57>> my lowest-risk bet would be run the play
23:59back again, and now sell the thing that
24:01you should have been selling this whole
24:02time. Okay.
24:03>> Okay.
24:03>> [music]
24:03>> If I wanted to be spicy, which why not,
24:06my spicy version of this is you run date
24:08night, and you make it two to four
24:10hours, and then you just pitch right at
24:12the end. So the reason that I'm a big
24:14believer in this is that there's a
24:15certain amount of information that
24:16someone is that is required for someone
24:17to make a decision. We can spread that
24:19in five hours over five days, or we can
24:21do one five-hour session. If I had to
24:22pick between the two, I'd rather do the
24:24five-hour session. And the main reason
24:25is cuz like I can weave a lot more
24:27things in. I can like you're kind of
24:28like in state, you're in flow, it's top
24:30of mind, you're like there, rather than
24:31having to remember each time to come
24:34back to this thing. And so you'd also
24:35have twice as many people that you'd be
24:37pitching to. If your position is a date
24:38night, no one's oh, I'm going to do this
24:40date night for 60 minutes. It's not a
24:41date night. So I think having it be
24:43extended, you already have permission
24:45based on the nature of what a date night
24:46normally is. So this all makes sense.
24:47This is your activity for the evening.
24:49We got you covered. This has already
24:50been demonstrated across lots of
24:52industries that just super long single
24:53day or half-day events can be incredibly
24:56compelling for selling very high-ticket
24:57things. When someone gets 3 or 4 hours
24:59with you in person, they get a pretty
25:00decent vibe about you and your expertise
25:02and whether they want to make a buying
25:03decision.
25:04>> So, they would actually do a real date
25:06night in Justin's hand.
25:08>> Yeah. Yeah.
25:08>> And we're just talking through different
25:09scenarios.
25:09>> think you do them like
25:10>> And this would be like break all the
25:11internet marketing rules. But, you do
25:13them like a Friday night.
25:14>> Yeah.
25:14>> Now, if that's hard, then it's like you
25:16could test it and be like, is Thursday
25:17night? But, from all the math that I've
25:19seen, doesn't really matter what day you
25:20run it.
25:21>> [laughter]
25:22>> So, you can believe whatever narrative
25:24you want, but at the end of the day, I
25:25don't think it's going to matter.
25:26>> Okay.
25:26>> If we were to do tomorrow, I'd say just
25:27run the play you already know. It's
25:28already built out and then just offer
25:30the better offer.
25:30>> So, what we need to do here, and this is
25:32actually super common to a lot of
25:33businesses, you have to pull cash up
25:34front. So, number one, one of my
25:35preferred methods is you can do layaway,
25:37right? Which is you can pay on whatever
25:38plan you want, but you won't get
25:40delivery until you pay X amount. Like,
25:42until you pay a third, we don't start,
25:44but you can pay you can make it as
25:45flexible as you want. But, a lot of
25:46people are like, I'll just pay a third
25:47now and then start the payments.
25:49>> Okay.
25:50>> And then that way you can pull a lot
25:52more of that cash up front.
25:53>> So, we wouldn't even start the service
25:54until they
25:55Got it. But, they can still at least put
25:56their deposit.
25:57>> Yes. You could do an onboarding call or
25:58something like that if you wanted to
25:59just to be like, "Hey, congratulations.
26:00We're excited to have you. You know, why
26:02why I do this community, but we're not
26:03going to start doing the deep dives and
26:04all that stuff until until you until you
26:06pay. The way that that would help solve
26:07the cash flow issue is the idea is that
26:09most people would be like, "Screw it.
26:10I'll just prepay the first quarter."
26:12>> Okay.
26:12>> Now, that's kind of option A. And I
26:15would just recommend doing ask for the
26:17quarter up front, which is basically the
26:19way that it works is it's 9K down. And
26:21the reason we do this is because the
26:23deep dive we do is really intense and it
26:26costs us the most out of everything that
26:27we're going to provide for you. All
26:29right? In terms of our time. Basically,
26:30you sell that and then I would just
26:31immediately start the payments, whatever
26:33it is, 2,500 or 3,000 dollars per month
26:35after that. But, I would start
26:36immediately. It's not like you pay nine,
26:38don't have to pay, and then you have the
26:39next thing, cuz then you're going to
26:40have a churn.
26:41>> Yeah, true.
26:41>> Okay? The thing here is then you
26:43downsell layaway. So, if they're like,
26:45"I can't pay the 9K now." No worries.
26:47Just make three payments and then we'll
26:49kick you off.
26:49>> Okay.
26:50>> Got it.
26:50>> And that's cool because you're also
26:51probably going to come up soon to one of
26:53the event dates. Cool, you're prepaying
26:54this, you're going to be doing a
26:55vacation anyways, might as well just
26:56like think about it like a savings plan.
26:57I don't think we need to complicate this
26:58any more than that. Basically, the fast
27:00action bonuses, you start now.
27:02Yeah. And we do the deep dive
27:03immediately. And you'll qualify to come
27:04to our event. So, if we have an event in
27:062 months, everybody who prepays can
27:08attend and gets the deep dive. And
27:10you're always going to have one within 4
27:11months anyways if you're doing three a
27:13year.
27:13>> Yeah.
27:14>> So, the only way they come to the event
27:15or get the deep dive is if they pay the
27:179K.
27:17>> Yeah. Got
27:18>> Okay.
27:18>> Next thing is we're going to go after
27:20position. All right. Let's do ads right
27:22now. What I want you to do is also offer
27:24a $2,500 rebate. As soon as they sign on
27:27and do their first date night, they make
27:30a video of them doing the date night and
27:32what the experience was like. And so
27:33then you can use all those for ads on
27:35the front end.
27:35>> Oh, I love that.
27:36>> Yeah.
27:37>> So, you give them a rebate. So, it's
27:38like it's 32.5, but you get $2,500 back
27:41as soon as you send us the video. And
27:42it's just And it's And you obviously
27:43give us permission to use it. Don't talk
27:44about money. Just talk about the
27:45experience. Talk about what [music] it's
27:47like.
27:47>> Okay. And you would add the rebate cost
27:48on top of the
27:49>> Yeah.
27:49>> Okay. So, then you take Got it. I got
27:51it.
27:51>> Okay.
27:51>> I'm a big believer in making ad machines
27:54in every business, [music] which is like
27:55I want to have the normal function of
27:57the business create the marketing for
27:59the business. I want a fusion reactor. I
28:00want something that can just
28:01self-sustain. I don't want to have
28:03inputs that's always me to drive the
28:05business forward. [music]
28:05And so whenever I can, wherever I can in
28:08a business, I want to create some way of
28:09documenting stories, narratives,
28:12emotions, outcomes from customers.
28:14[music] Think about how it works in
28:15sequence. One person advertises. That's
28:18me. That starts the engine. Customer
28:19comes in. Customer has great experience.
28:21That experience gets documented. That
28:23experience gets advertised. That
28:25experience from that customer gets the
28:26next customer. So, the only thing that's
28:27really required to get the business
28:29started is me just doing one big
28:30marketing push. And then after that, the
28:32snowball rolls on its own. Okay. So, if
28:35we're looking at these ads, do you guys
28:36ever run video?
28:37>> We've tried, but it hasn't performed as
28:39well for us.
28:39>> Yeah. So, I'll tell you a secret about
28:42video. Video has higher volatility than
28:44images do. But, your best ads will be
28:47video and your worst ads will be video.
28:49>> Oh, fascinating.
28:49>> So, video outperforms images if they're
28:52good videos.
28:53>> Right.
28:53>> Images outperform videos if they're bad.
28:55>> [laughter]
28:55>> You guys make content, right?
28:56>> Yes.
28:57>> Okay. So, can you pull up their
28:58Instagram real quick? What's your best
28:59one recently?
29:00>> the one to the top right was the
29:01>> Okay, here we go. To any man who's
29:03married to a strong woman, here's a new
29:05lesson I've learned about masculinity.
29:06[music]
29:07Your wife's strength does not have to
29:09compete with your strength. It actually
29:10complements your strength. The strength
29:12of your wife does not threaten your
29:14manhood at all. In fact, the more you
29:16encourage her to flourish in the areas
29:18that God has gifted her in, [music] the
29:20healthier your relationship will become.
29:22So, when you lead from this place, a
29:24place of collaboration rather than a
29:26place of competition, you actually
29:27[music] become the strong man that you
29:29and she wanted you to be in the first
29:31place. Love this. So, now all we do is
29:34take that,
29:34>> Yeah.
29:35>> run this an ad, and then put a 5-second
29:36CTA at the end. My wife and I have been
29:38working together for this many years. If
29:39you're a couple and entrepreneur and
29:40this resonated with you, come attend.
29:42We're doing a 4-hour date night. It's
29:43going to be awesome. Like, we're trying
29:45to do the world's biggest night out.
29:46Either way, it's going to be a blast.
29:47>> Yeah.
29:47>> Uh it's absolutely free. Just put in
29:48your information. We'll send you a
29:50couple texts to remind you, and we'll
29:51see you there.
29:52>> Perfect.
29:52>> Love it.
29:52>> Love that.
29:53>> That's great.
29:53>> What I want you to do
29:55is cuz you guys are cash constrained
29:56right now. So, how many pieces of
29:57content are you putting out a week?
29:59>> [clears throat]
29:59>> Like, two.
30:00>> Okay. So, what I want you to do is get
30:01to at least one a day.
30:02>> Okay.
30:03>> You're going to use that as your free
30:04testing ground. You're going to take
30:05your highest performing clips and then
30:07run those ads and just slice a CTA at
30:09the end.
30:10>> Got [music] it.
30:10>> Okay.
30:11>> Okay. Okay. Perfect. So, we're going to
30:13we're going to repurpose best
30:14performers.
30:16Did you get any business from that?
30:17>> No.
30:18>> Is there any post that you've made that
30:19has gotten you business?
30:20>> The closest we got to that was a podcast
30:22interview that we did where the podcast
30:23hosts themselves loved us so much they
30:25hired us to coach them.
30:26>> Okay, got it. So, what I would also do
30:29is I want [music] you to take that
30:31podcast and slice it up and run the
30:33moments as both organic and [music] ads.
30:36>> I love that.
30:37>> That's the ad side that I would do. Now,
30:38obviously, I think you should also make
30:40normal ads following the standard
30:41advertising process [music] that we
30:43outlined in our lovely leads book. You
30:44can still do the images. I would just
30:46run a ton more of them. Like how many
30:47images were you running [music] for
30:48this?
30:48>> Normal campaigns we do probably like 12
30:50to 16.
30:51>> So, I would probably bump the N on that
30:53to like 100 on images.
30:54>> [music]
30:55>> Just cuz like you just have no idea. You
30:56literally just open up your iPhone. You
30:58have probably a gazillion images of each
31:00other and hanging out. Literally run all
31:02of them.
31:03>> Okay.
31:03>> Okay.
31:03>> Just all of them on the image side. And
31:05then this [music] with the organic, that
31:08will give you a good amount on
31:11There we go.
31:11Okay. So, I think if we just did that,
31:13you'll probably be good to go.
31:14>> Um same ad copy that is pretty
31:17>> performing copy usually needs to change
31:18very little. I'll tell you a secret.
31:20>> For school last year, we spent tens of
31:22millions of dollars on ads and we never
31:25changed the copy once.
31:26>> Wow. Okay.
31:26>> Once the copy's right, you just keep
31:28changing the creative. [music] Cuz it's
31:29like this is the message that resonates.
31:31Now we just need to get it in front of
31:32different people in different ways,
31:34different hooks in terms of the
31:35creative, but like the actual words on
31:36the copy more or less the same. Let's do
31:38funnel, which is not really existing.
31:40Okay. So, I do think that part of the
31:42reason that y'all's show up rate is so
31:44low is because you don't actually have a
31:45page.
31:46>> Yeah.
31:47>> So, lead form opt-ins tend to be the
31:49lowest quality overall. I would bet
31:51[music]
31:52that you could probably get somewhere in
31:53the neighborhood of 25% if you ran them
31:55to a funnel. Now, that being said,
31:57you'll get cheaper opt-ins here, but you
31:59won't necessarily get cheaper sales. Cuz
32:01you track CPA, right? Have you ever done
32:03it to a funnel or not?
32:04>> Yeah. Actually, that's the reason why we
32:06currently run lead form ads is because
32:07when we track [music] the CPA all the
32:09way to the back end
32:10>> Yeah.
32:10>> the leads that opted in through the lead
32:12form were the lower CPA and higher
32:14qualified too, which is weird. Like even
32:16our agency said we've never seen this,
32:17but okay.
32:17>> I It's not common. Was that one campaign
32:20that you did that on?
32:21>> No, we split tested it for a year.
32:23>> Yeah.
32:23>> Cuz I even thought I was like this makes
32:25no sense.
32:25>> It doesn't make any sense.
32:27Well, then I'm not going to mess with
32:28it. At the end of the day, the actual
32:29percentage shows and things like that
32:31don't actually matter. The only thing
32:33that matters is cost to acquire. And
32:35would we be okay with a $1,500 CAC on a
32:37$2,500 thing? Yes. Would we be cool with
32:39a $2,500 CAC on a $2,500? Yeah, sure.
32:42And now that we have the 9K, we're going
32:43to get way more of those up front.
32:44>> Yeah.
32:45>> So, you hear the common theme between
32:46probably a lot of these different kind
32:48of episodes that I run with business
32:49owners is that there's many things they
32:51could potentially improve in the
32:52business, but there's usually one or two
32:54that are the big levers on growth. And
32:57for Kyle and Ariel, it's the offer
33:00and the creative.
33:02So, make a better offer, make better
33:04creative, better creative gets us better
33:06leads, better offer gets more of them to
33:07buy.
33:09We sing happily ever after as
33:10Butterworth draws my bath. For now, I
33:13I'll say this, I don't want you to
33:14change it. I want you to stick with what
33:16we have.
33:17Make better ads,
33:18>> [music]
33:18>> have a superior offer. The main test
33:20that we have to basically make the
33:21decision on, which we will by the end of
33:22this, is do we want to run the same play
33:23again or do we want to run the four-hour
33:25date night?
33:26>> It's hard cuz we've been just following,
33:28here's what works, let's just keep doing
33:29what works until it stops working. And
33:31now we're like, well, shoot.
33:32>> Well, it has stopped working, right?
33:33>> Yeah, exactly.
33:34>> Now, I'll bet you that the messaging of
33:35the five days probably converts cuz cuz
33:38your conversion has been fine. It's just
33:39been like attendance and stuff. [music]
33:40>> Right.
33:41>> And so, for me, I'm like, okay, well, I
33:42do think that there's probably way more
33:45people running five-day challenge stuff,
33:46and so that's fairly typical. If you
33:48were to run it as a date night, I think
33:50that's a unique angle that is unique to
33:52your business. You can still do the same
33:53amount of kind of presentation time as
33:55you normally would. You'd probably slice
33:56some stuff out, too, cuz you don't want
33:57to do intro outro every time. So,
33:59probably is three hours of quality
34:00content out of five.
34:02>> Yeah.
34:02>> So, that's like, great. And then you can
34:03just do a wrap-up pitch at the end. If
34:05you would change nothing, you'd have
34:06twice as many people there for the
34:08pitch. If the date night converts better
34:09than the challenge, then it'd be even
34:10more.
34:11>> How much of this is like a date night
34:13fun activity versus like what we do
34:14during the challenge, which is very like
34:16tactical heavy objection handling sales,
34:19you know, all that kind of stuff.
34:19>> Well, you still provide value. Of
34:21course. Right. So, just do that.
34:23>> Okay.
34:24>> And you can probably reframe the front a
34:25little bit. Literally just the
34:26introduction, and the rest of it can
34:28probably be the same. If I started out
34:29and I like, "Hey, everybody, welcome to
34:30date night. If you're anything like us,
34:32date night is not business or fun, it's
34:35both. And we're going to do that
34:36together." All right, so let's start
34:38with and then you're you're in, right?
34:39So it's I think there you go, we just
34:41merged it and now we're in. Perfect.
34:42Okay, that's a great frame. You
34:43literally need a frame. That's it. So
34:45what's your upsell percentage from the
34:46in-person events that you have now?
34:48>> So our in-person events, we've held two
34:50so far. Last year was the first time we
34:51had the lower ticket offer.
34:52>> We focused way too much on production
34:54and providing value and like barely
34:56pitched.
34:56>> Yes, so we weren't that intentional. So
34:58therefore, I think we only sold one of
35:00the higher tier program at our last
35:02event, which covered the cost. It'd be
35:03great to like do a lot more.
35:05>> How many people did you close in general
35:06out of the people who attended?
35:07>> It would be like one out of 50.
35:09>> No, but what about to renew on the lower
35:11ticket thing?
35:13>> We didn't.
35:13>> Oh, only one person total?
35:15>> [laughter]
35:15>> Okay, you definitely didn't pitch.
35:16>> Yeah, yeah, yeah, yeah, yeah.
35:18It was we went too soft and I know you
35:19say if you're going to pitch, pitch, if
35:21you're not, don't. We screwed that up.
35:23>> So how many days is the event?
35:24>> Two.
35:26>> All right, so number five is meet and
35:27renew. So this is me just planning
35:28ahead. If you just do the stuff we were
35:29talking about, like the business will
35:30probably already triple or more. Not
35:32triple, sorry. If it's 3 million, then
35:33it would be more than that, like seven
35:34or eight X. Okay, so it's you've got day
35:37one, you've got day two. Intro's going
35:39to matter a lot. It's one of the most
35:40important things of an event. It's just
35:41blowing people away. Be on top of it.
35:43It's a lot of little details. Greet them
35:45by name, have specific facts about their
35:48business, about their marriage that you
35:49bring up to each person. I would try and
35:51have a list of people that you can tag
35:53so that Do you have help for these
35:54events?
35:54>> Yes, yeah.
35:55>> Take the list of people who are going to
35:56be there, break them into different
35:57rosters, be like, "You're on A, you're
35:59on B, you're on C, you're on D." You can
36:01give different lanyard colors so that
36:02they can basically know, "Oh, this is
36:04green, this is blue, this is yellow,
36:05this is orange." And then you're in
36:07charge of yellows, you're in charge of
36:08reds, you're in charge of oranges. Make
36:10sure that you tag all of them. They have
36:11a little list and they have the two
36:12facts they're going to bring up to them.
36:13They're like, "Damn, these people are on
36:14top of it." And so that's the in
36:16between. So you'll have your intro,
36:18you'll have meet one, meet two, and then
36:20you have your break, M3, M4, and then
36:23you'll probably have your pitch, and
36:24then you'll have another intro again,
36:26sorry, M1, M2, and then you'll have
36:29lunch, and then I think here's where you
36:30do a soft re-pitch, and then you [music]
36:32do M3, M4, and then wrap. [snorts]
36:35>> Okay.
36:35>> Does that make sense?
36:36>> Makes a lot of sense.
36:37>> Yeah, I would say here I would do a a
36:39dinner of some sort. People who buy get
36:41to go to dinner with you guys. So,
36:42reserve a nice place.
36:43>> Okay.
36:43>> So, that gives them immediate reason.
36:45And then here, this can you typically be
36:47shorter. So, this can usually be like 15
36:50to 30 minutes. That's just say
36:52>> My team tells me X, Y, and Z from
36:54yesterday. So, I want to
36:55>> handle some of those things up front for
36:56you, but I'm going to try and frame this
36:57in a way that's still valuable. And so,
36:58it'll help you with your business, too.
36:59>> Yeah. Okay.
37:00>> Yeah, I like that.
37:01>> Yeah.
37:01>> So, teach while simultaneously
37:02overcoming objections.
37:03>> Got it.
37:04>> And that's what the re-pitch is.
37:05>> Yep.
37:05>> Now, for this pitch, would you do like
37:07the full hour?
37:07>> You don't typically need to.
37:09>> Oh, okay. Cool.
37:10>> All right. I'm a big believer in like
37:11just provide value. I think stories and
37:13narratives are really powerful here,
37:15frameworks, things like that. And then
37:16basically at the end, I think just
37:18having like, "If today was valuable, do
37:19you mind if I just tell you a little bit
37:20more about what we do?"
37:21>> Okay.
37:22>> Sure. And then you're talking 15
37:24minutes.
37:24>> Okay.
37:25>> Stack and close.
37:25>> Okay.
37:26>> That's it.
37:27>> Got you.
37:27>> You basically just make the offer, let
37:29them know how to get it.
37:30Call to action.
37:31>> And then come to dinner with us.
37:32>> For everybody that does it.
37:33>> Yep.
37:33>> That's a huge relief cuz in my mind I'm
37:35like, "Every single thing we do from
37:36start to finish we have to structure in
37:38a way that I like lead to it."
37:39>> But for right now, you haven't sold
37:40anyone. And so, we're going to start
37:42with
37:43just selling and having a clear offer.
37:47And then just asking again.
37:48>> [laughter]
37:50>> And we're going to leave it there
37:51>> Okay. Okay.
37:52>> Of course, if you weave in some like in
37:53the examples that you use into the mini
37:55sessions, you're like, "Hey, like you
37:56want to weave in the different avatars
37:58both psychographic in terms of what are
38:00the belief systems that these people
38:01have?" And then also, what are the
38:03typical problems that they're dealing
38:04with cuz that'll be different, too. And
38:06I'll bet you of the three, if I had to
38:07pick for diversity, that would be the
38:08one I would want to make sure I had the
38:09most diversity in. The biggest one is
38:11going to be the diversity of objections.
38:13These ones where their business was
38:14crushing it, but their marriage wasn't.
38:15The other ones where their marriage was
38:16crushing it, but their business was
38:17actually causing problems because if
38:18they just had that right, they'd be good
38:19to
38:20Other ones where let's talk about kids.
38:22hitting the different things that
38:23someone's going to bring up.
38:24>> Okay.
38:24>> We all have unspoken limiting beliefs
38:27and the difficulty [music]
38:28is recognizing them. Thing is this in my
38:31book. My favorite quote of all time that
38:32will likely be on my my tombstone is the
38:35value equation. Which is we question all
38:37of our beliefs except for the ones that
38:39we really believe in and those we never
38:41think to question.
38:42And so I think it's such a powerful
38:43statement because we are limited by
38:45invisible chains of our own making. And
38:47so many times in my life I've been
38:49living inside of a cage that I didn't
38:51even know existed.
38:52>> [music]
38:52>> And so they are enslaved to this
38:55business right now because of their
38:57beliefs about the fact that it must be
38:59this way or that there is no possible
39:02alternative reality in which they could
39:04sell people and help them in a non
39:06one-on-one scenario. And all I wanted to
39:09do is just bring in evidence from other
39:10scenarios where people get more help
39:12from being in larger groups not
39:14one-on-one so that people could not be
39:16ashamed. But these blocks exist all over
39:18the business. It could just be from the
39:19price or like no one's going to like
39:21these ads or no one's going to want to
39:22buy this offer. It's like you don't know
39:24until you [music] try it. And if you're
39:26not sure, just look around because if
39:29you're in a tremendous amount of pain,
39:31then you should be incredibly motivated
39:33to disprove the belief that you have
39:35[music]
39:35that there's a way to solve this
39:36problem.
39:37>> Now when you say renewal, are we
39:39renewing into the lower tier offer or
39:40should we
39:41>> No. I think you should only ascend.
39:43>> At what point?
39:43>> For the existing and I would just let
39:44them know, "Hey, we're sunsetting this
39:46and so you guys bought a year or
39:47whatever it is." And so
39:49>> [music]
39:49>> The next thing is that it's super light
39:50on delivery for you guys anyway so it's
39:51not a huge deal and I would sunset it.
39:53So those are the big five.
39:54>> Okay. Cool. So I'm going to recap them
39:55for you and then we'll put this in a
39:56bow.
39:57>> Quick question or two on the renewals.
39:58Like would you do a specific incentive
40:00for renewals?
40:00>> Would I have an incentive for immediate
40:02renewal? Yes. So I'll give you a couple
40:03different ones that you could think of
40:04that you might think is more compelling
40:05or less. You could say, "Hey, for
40:08everyone who renews today, we'll buy you
40:10first class tickets to the next event or
40:12all free events next year."
40:14>> Love that. I actually like it because
40:16the experience really does start when
40:17you leave home. And so it's like you got
40:19champagne on the plane, you're getting
40:20in the mindset. And so what's the total
40:22net cost of that? It's like six grand
40:24maybe? So you can keep the price the
40:26same
40:26>> [music]
40:26>> and you can add that in. Or you could
40:28say a very classic fast action bonus or
40:30something like that. Just knock five
40:31grand off the price.
40:32>> For immediate renewal.
40:33>> Yes. Okay. So renewals for the high
40:34ticket and then lower tickets since
40:36we're sunsetting it would just be
40:37ascension. Okay.
40:38>> In between right now, add in the
40:40quarterly and the deep dive.
40:41>> Okay.
40:41>> For now.
40:42>> And people will pay 25k for that.
40:43>> For sure. I mean the only the other
40:45things are modules they're not using and
40:46cause they don't care about.
40:47>> They do love the slack though. You know,
40:49like they can ask us a question.
40:51>> There's things that people might love
40:54after they buy and then there's things
40:55that people will love before they buy.
40:57I'll give you an example. So at Planet
40:59Fitness they have like a pizza night
41:00once a week. I think it's Tuesday or
41:01whatever. It's like you can get pizza.
41:03>> [music]
41:03>> The reason they do it is because they're
41:04like, "Listen, at the very least you can
41:06come get pizza here and it's going to be
41:07cheaper than this membership because you
41:08get free pizza." So it gets people to
41:10buy. But then people don't even eat the
41:11pizza because they don't go to gym
41:13because they feel guilty.
41:14>> [laughter]
41:15>> But the thing is it's a great little
41:16stick. The reason someone buys isn't
41:18always necessarily the reason someone
41:19stays. Now if people haven't been
41:20ascending then the slack is
41:22takes up your time but it's not causing
41:24them to buy again.
41:25>> [music]
41:25>> True.
41:25>> Yeah.
41:26>> True.
41:26>> It's just a time suck.
41:27>> So from the outside looking in the slack
41:29isn't necessarily a selling point as
41:31much as it is a something people like
41:32afterwards.
41:32>> The reality of it is that you have
41:34reinforced them messaging you all day.
41:36>> True.
41:37>> Yeah.
41:37>> So they message you and then the latency
41:39between you responding then reinforces
41:41them doing that which means the group
41:42probably not super active. Your slack
41:44messages are super active.
41:45>> Yeah.
41:46>> And so it's like we want to redirect all
41:47of that activity to the community
41:50because think about all the value that
41:51lives in all your slacks. Right now it's
41:52to no one. So if someone's going to ask
41:53you a question, I'll answer for
41:54everybody because that question is not
41:56one on one. Now the other piece that I
41:57would break that you pierce the veil on
41:59is we set this up with one on one two
42:01days a week. You guys are Christian,
42:02right? Okay.
42:03The amount of church relationship
42:06communities where it's 10 people in a
42:07room, 20 people 20 couples in a room and
42:10they get up and they talk.
42:11You have AA, super personal, people get
42:13up in front. I think it's a belief that
42:15you have. But like couples problems are
42:17couples problems. So here I was hitting
42:18her from behind. They're not going to
42:20[laughter] They're just going to be
42:21like, "We're having trouble in bed." And
42:22everyone knows what it means. Cuz the
42:23flip side of how I would sell it is
42:24listen, [music] one of the hardest parts
42:26of being a couplepreneur is that it's
42:27lonely. And so wouldn't it be nice to
42:29know that the struggles that you have
42:30are struggles that other people share,
42:32too?
42:32>> True.
42:32>> And to be clear, I would use the exact
42:34examples. Like not going to be saying
42:35like, "What are the positions you're
42:37rotating through?" And like, "Have you
42:38brought a friend in?" I'm kidding. I'm
42:39not. I'm saying like like you're It's
42:42like, "All right, well she threw a wig
42:43on." You know, like
42:44But like no one's like
42:46"Clutch my pearls. They're married."
42:48>> Yeah.
42:48>> Do whatever you want.
42:50And so I think it's a belief thing.
42:52>> Yeah.
42:52>> And it's like you're not talking
42:53erectile dysfunction, you're just
42:54talking about the relationship.
42:56>> Yeah.
42:56>> And those are going to be commonalities.
42:57And I think that long-term they'll
42:59probably feel more kinship the idea that
43:01like they're suffering from the same
43:02business [music] issues. And the
43:03business advice you give helps
43:04everybody. The relationship advice you
43:05give helps everybody. Now there is a
43:07ratio where it stops being small group
43:09and becomes one to many.
43:10>> Yeah.
43:11>> So basically after like I'd say
43:12seven-ish, it's now not enough
43:15individual time. I think if you guys did
43:16one on four
43:17>> [music]
43:17>> and you did uh the 490 minute sessions,
43:19>> Yeah.
43:20>> I think you'd be fine. It's harder to go
43:23from one on one to one to many. So if
43:25you're going to change it, I would just
43:26change it.
43:27>> Okay.
43:27>> What do you think of that, Sarah?
43:28>> If we are currently doing like weekly
43:30group calls and Slack, there's almost
43:32like a constant flow of question and
43:33answering and things like that. If we're
43:35just going to quarterly calls and the
43:37events, there is none of that. It's
43:39almost just the experience of coming
43:41together at the events and then getting
43:42the strategy each quarter. Do you think
43:44there would be any pushback from people
43:46not being able to ask questions on the
43:48strategy that we map out every quarter?
43:50>> Maybe.
43:50>> Okay.
43:51>> Comma, how much does it matter? And so I
43:53think again a lot of this comes down to
43:54framing.
43:55>> Yeah.
43:55>> And so
43:56if I'm going to work with someone for
43:59example, like I'm not going to be like,
44:00"Hey, hit me up whenever." Because the
44:02thing is is that doesn't serve you cuz
44:03that means that I'm making all your
44:04decisions for you, which means that you
44:06never learn. Right? You also never learn
44:07how to prioritize. If every single thing
44:09you just outsource your decision-making
44:10to me, which is not a good life for me
44:11or you.
44:12>> And that has happened.
44:13>> Of course it has. And so, the thinking
44:15process that I would have is by doing it
44:17this way, you'll be fully focused on the
44:20fewest things that matter most. Right?
44:21Anyone can give you more things to do.
44:23It's about doing the fewest things
44:24that'll make the most impact. Just as
44:25much as this for the relationship, as
44:27much as this for the business.
44:28>> Okay.
44:28>> Cuz like your wife, you could probably I
44:30could probably give this list of 10
44:31things, but if you just said thank you
44:33for doing the dishes every single day,
44:35and maybe pick up the kids once a week,
44:37get her some flowers. If you just do
44:39those three things, the marriage is
44:40fixed. Let's just think about how do we
44:42remove everything that's preventing you
44:43from doing that. So, I think a lot of it
44:44it will shift subtly in terms of how
44:45you're presenting it in the pitch, but
44:48I would call that out. If you're the
44:49type of person who's like, "Hey, I want
44:51someone to tell me exactly what to say
44:53to my wife every single day."
44:55Here's the thing, I'm not married to
44:56your wife.
44:57>> Right.
44:57>> You married your wife. And so, if I were
44:59to do that, I would be doing you a
45:00disservice cuz you're never going to
45:01learn.
45:01>> Yeah.
45:02>> I'm just going to be ChatGPT for you for
45:03relationships. Right? And you know what?
45:05You should use ChatGPT for cuz he's not
45:06bad.
45:07>> [laughter]
45:07>> These day-to-day things. What we're here
45:09for is for the big decisions.
45:11>> Yeah.
45:11>> That's where we provide the most value.
45:13>> Okay.
45:13>> Cuz if you look back on your life,
45:14there's a handful of decisions that
45:16created the life you have. And we want
45:17to make the next handful of decisions
45:18exactly what they should be to get to
45:20the life you want.
45:21>> That's fantastic framing cuz I've even
45:23told her too that my brain feels like
45:25ChatGPT because I basically answering
45:27questions all day long.
45:28>> Tell her what to lift.
45:29>> Yeah, it absolutely is. Along the same
45:31lines of that though, the best case
45:33studies we've had of couples are very
45:35blessed to say that we have 20 videos of
45:37just amazing case studies of people
45:39making more money and going on date
45:40nights.
45:41I don't know if that would have been
45:43possible had we not held them
45:44accountable to taking the steps and stay
45:45focused cuz between one quarter to the
45:47next, I mean, you know how much can
45:49shift and people shift priorities,
45:50people get distracted, whatever. So, how
45:52do we mitigate that part?
45:53>> So, I'll give you escape valve and then
45:55another frame. So, escape valve, if you
45:57want, which is Who here has seen or
45:59heard of Who Wants to Be a Millionaire?
46:01So, everybody had three lifelines.
46:03Right? One of them was called friend,
46:04one was you move the statistical. So,
46:06for us
46:08you've got four 911 calls.
46:10Or two.
46:11>> Or [laughter] three.
46:12>> If it's a 911 emergency, then by all
46:14means let us know and we'll figure it
46:16out. But that way it's on an escalation
46:17basis. Again, the goal here isn't for
46:20them to be dependent on you.
46:21>> True.
46:21>> The goal is for them to learn the skills
46:23so that they can get to where they want
46:24to go. Anyone can give you a lot of
46:25things to do, but that assumes unlimited
46:27resources, which you do not have. And
46:28so, realistically, all of you guys here,
46:30let's just be honest, you're going to
46:31dedicate maybe 5% of your time to this.
46:33>> Yeah.
46:34>> So, we want to crush that 5%, so we get
46:36the 80% 180% benefit from it.
46:39>> Yeah. That's the value of strategy.
46:41>> Yeah.
46:41>> Yeah.
46:42>> And that makes 100% sense too as to why
46:44people aren't renewing cuz they feel
46:45like they haven't used all of the
46:46resources.
46:47>> So, it's actually hurting us on both
46:49angles. Yeah.
46:50>> Yeah.
46:50>> Of course. Planet Fitness figured this
46:52out. But there was this huge amount of
46:55big health clubs, right? And they had
46:57racquetball courts, they had swimming
46:58swimming, they had basketball, they had
47:00weights, they had cardio. But when they
47:01did their research, they found out that
47:0280% of people just used the cardio
47:05mostly and then a little bit of weights.
47:06And so, they said, "Cool, we'll just
47:08cater to the 80% and we'll dramatically
47:10be able to reduce our cost to open
47:11>> Yeah.
47:12>> and be able to reduce the price and
47:13transfer that to the customer." And so,
47:14what happens is when health clubs were
47:16charging $59 a month, $89 a month,
47:18people were still only using those two
47:19things for the most part.
47:20>> Yeah.
47:21>> And so, we think, "Oh, I'm going to add
47:23more stuff to provide more value." But
47:25all you do is create a larger
47:26discrepancy between consumption and lack
47:28of consumption. Look at all the stuff
47:29I'm not using, which means I'm not
47:30getting my money's worth.
47:31>> Exactly.
47:32>> Rather than thinking, "I'm getting all
47:33this for $59." They're just thinking,
47:35"I'm only using 20% of my $59."
47:37>> Yeah.
47:37>> And so, it doesn't matter what the price
47:38point is, people still cancel because
47:40they just think that they're not using
47:41as much of the
47:42>> 100%.
47:42>> So, that's why what I went back to the
47:43bonuses, we want to make sure that the
47:45things that we're putting there are
47:46absolutely going to be used because
47:48they're valuable.
47:48>> Yes.
47:49>> Okay.
47:50>> Anyone who's watching this who has a
47:52product, you need to pay attention to
47:53this. [music] So, let's say that you're
47:55have some sort of mini stack. I like the
47:57gym membership cuz it's the simplest
47:58example, right? You've got a spa and
48:01you've got a pool and you've got
48:03basketball court, you've got tennis,
48:06>> [music]
48:06>> you've got weights, you've got cardio.
48:09Right, there's all these things that we
48:11have for one low price of $29.99,
48:14whatever it is, right? The problem is
48:16most people are only going to use one of
48:18these things throughout their entire
48:19career. And so you might think, "Oh, I'm
48:21giving them all this value for $29." But
48:24what they're seeing
48:25is that they're not using this.
48:29And so this is now waste instead of even
48:31added value. And so it's much better to
48:34just give somebody 100% of what the only
48:37thing they want and charge them
48:39appropriately for it. Cuz now they're
48:40getting 100% of what they desire.
48:42>> I know this obviously doesn't fix the
48:43straight problem of our delivery, but
48:45what do you think about doing like small
48:47group monthly instead of quarterly? So
48:50that way it's like setting the plan for
48:51the month, they execute on it, and doing
48:53it every month with [clears throat] four
48:54couples.
48:54>> You'd have the same exact thing as the
48:55one-on-one situation.
48:57>> Yeah.
48:57>> It's easier to change a cadence than it
48:58is to change a ratio.
48:59>> Okay.
49:00>> So if you wanted to start with we do
49:02monthly and it's one on four,
49:04Shel's call. But
49:05>> Okay.
49:05>> You wouldn't do it though.
49:06>> I just prefer to think like it forces
49:08you and it forces them to prioritize.
49:10[music]
49:11>> Yeah, I do like that.
49:12>> Yeah.
49:13>> And for them to make decisions, not rely
49:14upon us.
49:15>> Yes. Yeah.
49:15>> Come to us with the big decisions
49:16[music] that are going to affect your
49:17marriage and business. And our deep dive
49:19in the beginning that we start with is
49:20we're going to be identifying what those
49:21levers are.
49:22>> Yeah.
49:22>> That's what we want to talk about. What
49:24you're having for dinner on Tuesday?
49:25What cool date idea that you're going to
49:26have? We've got resources for that
49:27stuff. You don't need me to tell you you
49:29should do clay pottery or wine and paint
49:30night or whatever the hell you want to
49:31do. You don't need me for that. You
49:33could Google it.
49:34>> Um yeah.
49:34>> The things that I can actually help you
49:36with are going to be the rarer things
49:38that will have the bigger biggest
49:38[music] impact on the life in your life.
49:40>> Yeah.
49:40And that's the highest leverage you
49:42should have.
49:42>> 100%.
49:43>> Yeah.
49:43>> For everybody.
49:44>> Yeah.
49:44>> And be like, cuz listen, if we were to
49:45do it where it was one-on-one and it was
49:48every single week, we'd have to charge
49:49$200,000 for it. It wouldn't make sense.
49:51So [music] this still gets you the 80/20
49:53of that. And then you get all your time
49:55back.
49:55>> Yeah, I'm loving this.
49:56>> Yeah, I do, too.
49:57>> When Alex clarified exactly what we need
50:00to do, I feel like that's going to lead
50:02to even more bliss in our relationship
50:04because I'm no longer [music] going to
50:05be tied to a lot of client delivery.
50:08Even though we love our clients, it's
50:09going to free up more time for us, and
50:11it creates a much simpler path to hit
50:12our goals as a couple.
50:13>> Yeah, and it allows us to feel like we
50:15can move lock and step in the same
50:16direction towards the goal, and it's a
50:18lot of what we help our clients do. So,
50:19it's cool.
50:20>> Yeah.
50:20>> What would you do with the people that
50:21are currently in that offer? Would you
50:23continue to serve them the same way?
50:25Would you tell them that we're making an
50:26adjustment? Like, how would you
50:27transition that?
50:28>> Here's the great news. Because you
50:29currently don't renew anyone, just
50:30[laughter] wait. The thing is is that
50:32like it doesn't actually matter that
50:34much. So, you can continue to see it
50:36like always keep your commitments. You
50:37made a promise, you keep it. Done.
50:39But in terms of, "Hey, this is what
50:40we're doing going forward," then that's
50:42it's a new agreement.
50:43>> Yep.
50:43>> New terms, new agreement. Believe it or
50:44not, we've actually got a complete stack
50:46because we're good. And so, because of
50:48that, we still want to help you, and we
50:49think this actually is And here's the
50:51thing. And this is where I think people
50:52mess this up. They will try it they will
50:54apologize essentially for saying, "Hey,
50:57we were one-on-one, now we're doing
50:57one-on-four. Sorry, we're just" No. This
51:00is better.
51:01>> Yes.
51:01>> This isn't as good it's better. It's
51:03better cuz you're going to have other
51:04people. You'll hear somebody else's
51:05question be like, "Ooh, that's a good
51:07one. I should have I should have thought
51:07of that." Or I didn't think of that.
51:08Because the thing is is that somebody
51:10might have already solved your problem,
51:11and they're on to the next problem. And
51:12this also is why we don't need to meet
51:14as often because you're going to hear a
51:15higher variety of questions being
51:17answered. So that when you do have that
51:18next problem a month later, you're like,
51:20"Oh, Sandy, I remember what you said to
51:21Sandy. I'm just going to do that."
51:22>> Yeah, that makes a lot of sense. Yeah,
51:24thank you.
51:25>> Let's recap this. B, number one, new
51:28back-end {slash} front-end
51:31offer
51:32is going to be 25K {slash} 30K if they
51:36do a payment plan. We're going to do
51:38layaway as a downsell with 3 months,
51:40which is 9K up front. You can also do 10
51:42if you feel like it. And that's going to
51:43come with two times per year in person,
51:46one-on-four quarterly. You can do one
51:48deep dive one-on-one. That's fine. So,
51:50it's like, we're going to do the deep
51:51dive one-on-one with you, and then
51:52you're going to get in the group.
51:53>> Okay.
51:53>> Got it.
51:54>> One-on-one deep dive, and the group. All
51:55right. Second thing is we're going to
51:57test date night angle. So, we're just
51:59going to take your five-day, put it
52:00vertical, eliminate the transitions, and
52:03then crush it. Number three, ads. So,
52:05I'm going to split this into two cuz I
52:06think so we're basically more organic
52:08daily, which goes into ads,
52:11plus ETA at the end. Four,
52:13100 plus images from your camera roll,
52:16and then for renewal, you're going to
52:18set it up, and actually make the offer.
52:20>> Let's [laughter] go.
52:21>> at in person. And the easiest way to do
52:23that is just ask them when they're going
52:25to come back. That's it. This is the
52:26next date.
52:27Let's do it. So, I think that this is
52:30already a 5x
52:32on your price cuz you're going to
52:34probably convert about the same amount
52:35of people, because believe it or not,
52:37>> Fun fact.
52:38>> What matters more for the conversion is
52:39the first payment.
52:40>> Makes
52:41>> $5,000.
52:43This is $9,000 really that you're going
52:45to be positioning as 2,500 to 3,000.
52:47>> Yeah.
52:47>> So, the cash up front is going to be
52:48more or less the same. So, this is me
52:49just trying to get you to believe. All
52:50right. First, I like this angle. This is
52:53the big kind of like unknown.
52:54>> Right.
52:54>> This could be like a 1 to 4x.
52:57>> Okay.
52:57>> Because if this crushes, which I really
52:59feel like it would, like you might just
53:00have a whole new way
53:02>> Yeah.
53:02>> I've selling in the industry. If I were
53:03to enter this industry, I would probably
53:04enter this way.
53:05>> Yeah.
53:06>> Organic daily, this will just improve
53:07your ads.
53:08>> Yeah.
53:08>> So, this could be an easy 1.5x, maybe 2x
53:11if we're lucky, in terms of decreasing
53:13CAC. And then the renewal is just going
53:14to extend out the LTV long term. So,
53:17that's going to be year two, year three
53:18where this is going to matter.
53:19>> Got you.
53:20>> And just to clarify, the renewal since
53:21we're doing this event in a month,
53:23>> Yeah.
53:23>> it would be the renewal to the new style
53:25offer.
53:26>> Yep.
53:26>> Okay, got it.
53:27>> Yeah.
53:28This is a combination of couple of
53:29couples insurance and couples
53:30accelerator.
53:32Downside, you do absolutely nothing and
53:33you come twice a year, we could still
53:35absolutely change your marriage, and
53:36it'll be the moments that you remember
53:37most. On the upside, you actually do the
53:39work with us. I can use these samples I
53:41gave. Hey, I'm been church. The problems
53:42that you have aren't unique. [music] And
53:44so, one of the big things about shame is
53:46it lives in darkness. It makes you feel
53:47like you're alone.
53:48>> Yeah, that's right.
53:49Yeah, I love that. It's great framing.
53:51>> [laughter]
53:51>> I love that. And you also mentioned
53:52resources, too. If people have
53:54questions, hey, we have resources for
53:55that. Would you make that available?
53:56>> you define shame and guilt? Cuz I think
53:57it's probably helpful.
53:59>> Okay.
53:59>> So, shame is when you break
54:01other people's rules that you respect or
54:03care about.
54:04Guilt is when you break your own rules.
54:06So, sometimes, if your rules are the
54:07same as everyone else's, you'll feel
54:08guilt and shame. If you don't think what
54:10you're doing is wrong, but other people
54:12do, you'll just feel ashamed.
54:14>> Yeah.
54:14>> And if you do something that isn't
54:15really wrong in other people's rules,
54:17but it's for yourself, you'll feel
54:18guilty.
54:18>> Guilty, yeah.
54:20>> And so, I would explain that when
54:21someone's like, "I don't want to be in
54:22these other people." I was like, "Let's
54:23just nail this Let's just hit this on
54:24the head." Which is that you're afraid
54:26of being embarrassed. Sure. So, why do
54:28you feel embarrassed? Because you think
54:29you're the only person who deals with
54:31that. And it's self-fulfilling. So, I
54:32think we've done a lot of thought.
54:35>> [laughter]
54:35>> We consulted our elders. And we actually
54:37think that we want to we want to bring
54:39it to the light. We want more people
54:40together, so they realize that this
54:42isn't something to be ashamed of if you
54:43have an issue. And it's normal. And the
54:46only thing that's not normal is that
54:48people think it's not normal.
54:49>> Yeah.
54:50>> Yeah, I love that reframe.
54:52>> [music]
54:52>> Even the definition of guilt versus
54:53shame. I think it's perfect.
54:54>> How do you feel about the spin?
54:55>> I like it.
54:56>> Love it.
54:57>> feel like you can do it?
54:58>> Of course we can do it.
54:58>> So, coming into this, we had a thousand
55:01different ideas of how we can grow our
55:02business. And we were so excited to hear
55:05from Alex, cuz he has the perspective of
55:07a bunch of different business models and
55:09a bunch of different marketing models.
55:10And now, having got to sit with him, we
55:13feel very clear on what is the next best
55:16step. Out of the thousand things that we
55:18could do, we feel very clear that we
55:20could take the steps that he gave,
55:22implement it, and actually have more
55:23time in the process.
55:25>> So, even as a couple, I think what Alex
55:27equipped us with is going to allow us to
55:29be even more aligned on where we're
55:30going, even more fulfilled, and just
55:32allow us to help and serve even more
55:34couples. So, we're super excited about
55:36it.
55:36>> To put a little bow on everything that
55:37we're going to do with Kyle and Ariel's
55:38business is number one, we're going to
55:40have a new back-end / front-end offer
55:42cuz it's just going to combine it into
55:43one offer. We're going to do a little
55:45deep dive with one on four, so we're
55:47changing the delivery ratio to just give
55:49them exactly what they need and expand
55:52their supply capacity. Number two is
55:53we're going to test the date night
55:54angle. I think it's going to crush.
55:56We'll see, but I feel pretty bullish on
55:57it, especially when they gave me their
55:59reaction that date night was like
56:00people's most favorite thing. I'm like,
56:01"Then let's put that on the front end."
56:03Number three is just being more
56:05consistent with organic so that we can
56:07actually create more testing for free
56:08with ads cuz they're a kind of cash
56:10constrained business. So, the easiest
56:11way to test ads is just post them, see
56:13how they do for organic, and then just
56:15add the CTA later. So, anybody who's
56:17broke, like, consider doing that. Number
56:19four is running a ton of images as
56:22statics for the ads because they had
56:24images that were working better. That's
56:26fine. It's usually because the videos
56:28they make suck, not because images are
56:30more compelling than videos. Videos are
56:31for sure more compelling, but static
56:33images are better because people's
56:34imaginations fill in something that's
56:36compelling rather than a video that they
56:37know wasn't good.
56:39And then finally, we're going to build
56:41more recurring revenue in the business
56:43by having all the renewals occur in
56:45person, which is the highest likelihood
56:46of closing. And so, with those five
56:48changes within the business, I think
56:49they're going to unlock a tremendous
56:51amount of growth. And if you liked this
56:52video, you're going to love this next
56:54video where I break down a different
56:55business so that you can use the same
56:57tactics they did, make all the money,
56:58and then question the meaning of life.

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