If I Wanted More Growth, I'd Make More Ads — Transcript

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1. 0:00For each of the different ways of the
2. 0:01core four, the ways of the warrior, the
3. 0:03ways of the marketer, right?
4. 0:06We have our I'll redraw this for
5. 0:07everybody. We have our outbound, we've
6. 0:09got outbound.
7. 0:11We've got uh we got paid, paid ads. And
8. 0:14then we've got, you know, organic or
9. 0:16content, right? We've got organic. Okay.
10. 0:18Now,
11. 0:20how do we do more, right? So, from an
12. 0:23ads perspective, we'll start here. More
13. 0:26can simply mean more money.
14. 0:28It could also mean more creative. It
15. 0:30could mean more platforms. All of these
16. 0:33things are versions of more. And so, I
17. 0:36will typically do this in reverse order
18. 0:38of risk, right? And so, that means that
19. 0:41I think that if I'm going to if I'm
20. 0:43going to put this in order for paid,
21. 0:44it'd be like, okay, well, the first I'm
22. 0:45going to do is make more creative. If I
23. 0:46have more creative,
24. 0:48I have a higher chance of getting more
25. 0:50winners. If I have more winners, then
26. 0:51I'm going to get better ROIs, and I'll
27. 0:52be able to scale to more markets, more
28. 0:54avatars, more segments. Great. So,
29. 0:55that's the first more I'm going to do.
30. 0:57The second more I'm going to do is I'm
31. 0:59going to say I'm going to spend more
32. 1:00money on ads. How can I take my $100 a
33. 1:03day and spend it for $1,000 a day? What
34. 1:05stops me from doing that, right? And
35. 1:07then third, if I do step one and step
36. 1:09two, and I make way more creative, and I
37. 1:10spend more money, then at that point, I
38. 1:12say, okay, what Now that I've built this
39. 1:13machine that can create 10 times the the
40. 1:16creative volume, how do I do this
41. 1:18um within the context of uh Instagram,
42. 1:22or how do I do this in the context of
43. 1:23Tik Tok, or how do I do this in the
44. 1:24context of X, right? Each of these
45. 1:26platforms. So, some of you guys don't
46. 1:27know this, but for the launch, for the
47. 1:29Money Models launch,
48. 1:30this puppy, haha, right?
49. 1:32So, for this guy, the reason we were
50. 1:34able to do 105.whatever
51. 1:36million at the launch
52. 1:38is because we didn't just like we
53. 1:41advertised so much, right? So, we did, I
54. 1:45think, 2,000 plus ads before the 6 weeks
55. 1:48out began. We had banked those 2,000 at
56. 1:512,000.
57. 1:52Like, count to 100, and then do that 20
58. 1:55times. And if you count it, it'd be
59. 1:57like, "Wow, this is really boring."
60. 1:58That's how long it takes to count to
61. 2:002,000. We made 2,000 ads, which takes
62. 2:03significantly longer than counting to
63. 2:052,000. And so, this is what people
64. 2:07dramatically misunderstand is the amount
65. 2:09of work it takes to do more.
66. 2:12Because then I can say, "Well, my editor
67. 2:13I only have five editors, and I can't do
68. 2:15They can only do, you know, they can
69. 2:16only do five ads a day each, and I think
70. 2:18that's 25 ads a day is all we can put
71. 2:20out."
72. 2:21Well, if I got to 2,000 ads,
73. 2:24do I think that I would have a high
74. 2:25likelihood of hitting this big goal?
75. 2:27Yes. What would it take? So, it turned
76. 2:29out when we did the math, it took 15
77. 2:31editors. And so, that means that we had
78. 2:32to contract 10 more to do the editing.
79. 2:35What does that cost? A lot less than 105
80. 2:38million. So, we did it. Right? So, we
81. 2:41figure out what would it take to get
82. 2:43this big goal in terms of volume, and
83. 2:44then what are the resources required to
84. 2:46do that, and then is it worth it? And
85. 2:49most times the answer is a resounding
86. 2:51yes. Not a small yes, a big-ass yes. And
87. 2:55so, then we say, "Then what's stopping
88. 2:57us?" And the answer is almost always
89. 2:59nothing.
90. 3:00Just do more.
91. 3:03Now, that's how I would attack paid from
92. 3:05a more perspective, right? From uh
93. 3:08from a content perspective, it's the
94. 3:09same thing as in terms of scaling uh
95. 3:11scaling editors. Now, one of the
96. 3:13interesting things about doing more is
97. 3:14that doing more is so painful, right?
98. 3:17It's so much work. It's a lot of work to
99. 3:19do more. But, that pain forces another
100. 3:22forcing function, which you don't need
101. 3:23to try to do, it will occur on its own,
102. 3:26which is you will try and minimize how
103. 3:28much work you're doing. Or at least you
104. 3:29will try and get more. If you have a
105. 3:30fixed work, like, "I'm going to do 100
106. 3:32calls no matter what. I'm going to do
107. 3:34100 minutes of content no matter what."
108. 3:35What do you think happens?
109. 3:38You think, "Man, it'd be really nice if
110. 3:39I got higher pickup rates."
111. 3:41So, then you start looking at your time
112. 3:42and saying, you know what, people pick
113. 3:43up more in the afternoons for my market,
114. 3:45or they they pick up really hot between
115. 3:475:00 and 7:00 a.m. in this particular
116. 3:49market, whatever. Assuming you're you
117. 3:50know, follow the law, whatever.
118. 3:52You start getting better. You start
119. 3:54looking at the data. You start saying to
120. 3:56yourself, "If I'm going to do all this
121. 3:57work, I might as well make it worth it,
122. 3:58right?" But, you have to put yourself in
123. 4:00that pain. That pain of the lack of
124. 4:03leverage, the pain of it being um
125. 4:06inefficient to drive I was a massive
126. 4:09spit plop that just came out. You missed
127. 4:10that one. That was That was epic.
128. 4:12So, you have this massive inefficiency
129. 4:14that happens, but you have to keep it
130. 4:16there because what happens otherwise is
131. 4:17like the weak-minded, the weak of will
132. 4:20will do 100 for 1 day or 2 days in a
133. 4:22row. They'll say, "I didn't get the
134. 4:23result I wanted." It's like, "Duh,
135. 4:26of course you didn't. You didn't do
136. 4:27nearly enough." And so, the reason that
137. 4:29your businesses may feel volatile or
138. 4:32erratic, you're like, "I don't know
139. 4:33what. Sometimes we have high sales.
140. 4:34Sometimes we have low sales. It looks
141. 4:35like this, right?" So, let's say that
142. 4:38let's walk through an example. Let's say
143. 4:40that you do one sale on Monday of this
144. 4:42week, and then you do one sale on
145. 4:44Thursday of next week, and you do one
146. 4:46sale I'm going to make I'm not going to
147. 4:47draw on the whole thing. So, let's say a
148. 4:48one sale on Friday
149. 4:50uh of the the following week, and then
150. 4:51one sale on, you know, Tuesday of the
151. 4:53week after that. So, you're doing one
152. 4:54sale a week, and they're kind of
153. 4:55happening all over the place. So, your
154. 4:57your sales look like this, right? That's
155. 4:58That's what they look like.
156. 5:01Let me give you the the realest take I
157. 5:04possibly can.
158. 5:06There is a level of advertising that is
159. 5:08occurring that is generating four sales
160. 5:10per month for you. There's a level of
161. 5:13letting people know about your stuff
162. 5:15that is happening.
163. 5:17If you want to get to one sale a day,
164. 5:20you would have to 7x
165. 5:23that level of advertising.
166. 5:25Period. And you might even have some
167. 5:27inefficiencies cuz you might not get the
168. 5:29same out of you doing 7x. So, you might
169. 5:31have to 14x assuming your efficiency
170. 5:34drops.
171. 5:36And so what? How much would it take for
172. 5:38me to do this 14x? And is the amount
173. 5:41that it takes me to do the 14x less than
174. 5:44a 7x for my business? If the answer is
175. 5:47no, then what's stopping you?
176. 5:51Right?
177. 5:53And so, this this thinking pattern is
178. 5:55why I think people stay small. They get
179. 5:57obsessed with the margin. They get
180. 5:59obsessed with with the relative returns.
181. 6:01They get obsessed with the optimization.
182. 6:03But sometimes you just have to do a
183. 6:05violent, unreasonable amount of work for
184. 6:08an extended period of time because part
185. 6:10of volume is the consistency associated
186. 6:13with it. We couldn't make 2,000 ads in a
187. 6:15day. We had to make 25 or 50 ads and we
188. 6:18had to do it every single day for
189. 6:19hundreds of days in a row to get to the
190. 6:22point where we could make 2,000. Right?
191. 6:24And that was before we started. We ended
192. 6:25up what? With 3,000?
193. 6:26>> Yeah, like 2,800.
194. 6:27>> 2,800. We made 2,800 ads. But we're
195. 6:31like, "Man, I can't I can't scale my ads
196. 6:33past a certain point." You don't have
197. 6:34enough.
198. 6:35We spent 500,000 a day. Per day at the
199. 6:39end of the launch. Last few days.
200. 6:42And you can only get to that level of
201. 6:44scale with an equal amount of scale in
202. 6:46terms of the inputs. If you're not
203. 6:48getting as many leads as you want and
204. 6:49your business is demand constrained,
205. 6:51[music] meaning you could service more
206. 6:52customers than you currently have, then
207. 6:54this is for you. So, marketing is
208. 6:56changing [music] and I think ACQ tends
209. 6:58to be on the bleeding edge of this
210. 6:58stuff. We certainly spend the money
211. 7:01to do it, but we also build custom
212. 7:02software and we pay amazing vendors and
213. 7:04very expensive people to figure out the
214. 7:06system that we have right now and I want
215. 7:07to share it with you kind of open kimono
216. 7:08style. If you're not getting as many
217. 7:09leads as you want,
218. 7:11boy, do I have the thing for you. Click
219. 7:12below, book call and
220. 7:14hopefully I'll see you in Vegas.