If You Think Your Market Is Saturated, Watch This — Transcript

Full transcript

1. 0:00one. Um, in order for me to grow, I
2. 0:03should do something
3. 0:05different than I am right now. I should
4. 0:07do something new. Now, to be clear,
5. 0:09earlier I talked about products in terms
6. 0:11of I should sell more products. This
7. 0:12also applies from an advertising and
8. 0:14acquisition perspective. So, it's
9. 0:15saying, uh, you know, I'm I'm I'm doing
10. 0:19outbound and to get customers and so I
11. 0:22should start making content. Now, to be
12. 0:23clear, I think the more people find out
13. 0:25about your stuff
14. 0:26in general, the better. But, in terms of
15. 0:28a focus of the limited resources you
16. 0:30have as a business owner,
17. 0:32it is more
18. 0:34uncomfortable to ask the question, what
19. 0:37do I need to do to make this go up? What
20. 0:40do I need to do to do more of the thing
21. 0:42that is already working? Because more is
22. 0:43the highest risk adjusted return move
23. 0:45that you can make in a business. Why?
24. 0:46Because there's so many things that you
25. 0:47can do in a business that do not make
26. 0:49you more money and the thing that you
27. 0:50are doing is actually working. And so,
28. 0:52it makes more sense to find ways like to
29. 0:55do more rather than try to do different
30. 0:57or new.
31. 0:59And this concept is again
32. 1:01counterintuitive. We think, okay, well,
33. 1:02I'm doing this current level of thing
34. 1:04and it I would encourage you to think
35. 1:06with zeros when you think about more.
36. 1:07So, when I say more, a lot of people
37. 1:09think in terms of doubles.
38. 1:11And it's normal to think in terms of
39. 1:12doubles cuz it's very human. You're
40. 1:13like, okay, well, if I work twice as
41. 1:14hard or work twice the amount of hours,
42. 1:16you can get there, right? And so, you
43. 1:17actually don't take need any creativity.
44. 1:19But, when you add a zero, you think an
45. 1:20order of magnitude increase in terms of
46. 1:22how much volume you need to do, you have
47. 1:24to solve the problem differently. Now,
48. 1:25maybe it means that you need to get
49. 1:26hired 10 times the guys and that's fine.
50. 1:28But, you also need to solve the problem
51. 1:29differently. It's like, I wonder if I
52. 1:30could cut a I could remove a step from
53. 1:31this process. I wonder if I could, you
54. 1:34know, this is where, um,
55. 1:36it like maybe there's a there's a hook
56. 1:38or a messaging change that needs to
57. 1:39happen. Maybe there's a a step in the
58. 1:40funnel or a step in the sales process
59. 1:41that I can remove or maybe I can, um,
60. 1:43I'm about to give the next
61. 1:44counterintuitive one away. But, each of
62. 1:45those, I would encourage you, before you
63. 1:47do something new from an acquisition
64. 1:48perspective and mind you, this is
65. 1:49somebody who comes from like, I [ __ ]
66. 1:50love selling [ __ ] right? I love
67. 1:52building out sales motions, I love
68. 1:53building out acquisition channels. I
69. 1:54named the the acquisition.com. I like
70. 1:56it. Um,
71. 1:58but I've had to learn this the hard way,
72. 1:59which is that whenever I want to do
73. 2:00something new, I think to myself, is
74. 2:01there a way that I could do this
75. 2:04and not do something new, and have I
76. 2:06truly exhausted more? And almost never
77. 2:08in my life have I truly exhausted more
78. 2:10to the scale that exists. So, I'll give
79. 2:12you one little image for this to give
80. 2:13you an idea.
81. 2:14A lot of people think that they have
82. 2:15saturated their existing channel of
83. 2:17getting customers. All right, so they're
84. 2:18like, "Well, I'm I'm running ads in my
85. 2:20local area on, you know, PPC, Google
86. 2:24PPC." And you're like, "Okay, fine. Um
87. 2:26and then all of a sudden somebody else
88. 2:27runs ads for their plumber you plumbing
89. 2:29business in in local area, too." And
90. 2:30they're like, "Oh my god, the pie is now
91. 2:31cut in half."
92. 2:33But it's such a fallacious way of
93. 2:35thinking. It's It's incorrect because
94. 2:37the amount of aggregate attention that
95. 2:39exists in your area is the total pie.
96. 2:41Right now, we're talking about one
97. 2:43keyword strain or string on one specific
98. 2:46platform as your way of getting
99. 2:49customers. It's like, you're you're not
100. 2:52You haven't You haven't cut the pie in
101. 2:53half by having another competitor.
102. 2:55You've got one crumb of a hundred
103. 2:57crumbs, and that one crumb you're a 25%
104. 3:00owner of that one crumb. The pie is
105. 3:03gigantic. It's like we haven't done
106. 3:04radio, we haven't done direct mail, we
107. 3:05haven't done email, we haven't done
108. 3:07outbound, we haven't done DMs, we
109. 3:08haven't done um
110. 3:10we haven't done making content, we
111. 3:11haven't done making content on
112. 3:13you know, SEO, we haven't done AEO, we
113. 3:15haven't done content for Instagram, we
114. 3:17haven't done content for Facebook or
115. 3:19Meta, we haven't done content on
116. 3:21YouTube, we haven't done content on
117. 3:22TikTok, we haven't done content on
118. 3:23school. Like, there's all these
119. 3:25different platforms that exist. And so,
120. 3:27you're running Google PPC and you're
121. 3:28thinking, "Oh my god, I've saturated my
122. 3:30market." It's like, bro, no one even
123. 3:31knows you exist.
124. 3:33You're inconsequential. The thing Your
125. 3:35biggest
126. 3:36Your biggest competitor is irrelevance.
127. 3:38Is that no one knows who you are.
128. 3:40And so, that is a counterintuitive
129. 3:41solution is that when you get to those
130. 3:43situations, normally your intuition is I
131. 3:45should do something different, when the
132. 3:47much more painful thing that is the
133. 3:48correct answer is that you should do
134. 3:49more.
135. 3:50Um here's a really good one. If you like
136. 3:52this video and you're a business owner
137. 3:53who wants to break through your current
138. 3:54revenue ceiling, I distilled every
139. 3:55lesson from scaling 10 businesses past
140. 3:5710 million and three businesses past 100
141. 3:59million into a completely free scaling
142. 4:01roadmap that I've used to go from zero
143. 4:03to one, zero to 10, and zero to 100
144. 4:05plus. And so you can click here and you
145. 4:06can check it out. Again, absolutely
146. 4:08free. And since you're a business owner,
147. 4:09I appreciate you and enjoy.