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"Why Aren't My Ads Converting?" | 1 Hour of Alex Hormozi — Transcript

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0:00Perfect. So my name is I have three
0:04locations,
0:06three dental offices in Southern
0:07California. So as of right now, we are
0:11doing around $2 million in revenue
0:14and we are essentially stuck.
0:17One of our offices is doing $1.2 million
0:22in revenue and the other two offices are
0:24underutilized.
0:26>> Okay. Doing
0:26>> about three to 400,000.
0:28>> Okay.
0:29And you said dental offices.
0:31>> Health conscious.
0:32>> Yeah. Yeah. Dental offices.
0:35>> Okay. Got it.
0:36>> Do dentistry in Orange County
0:38>> word. So what's what's holding you back?
0:41>> So we have a lead acquisition problem.
0:45So as of right now, we get about 30 new
0:48leads a month from a referral
0:52>> for all three locations. Still
0:55>> Yeah. For all three locations.
0:56>> So you must be high ticket.
0:59Yeah. Yeah. High ticket.
1:01>> Okay. What's the average case size?
1:04>> Average case size presented is probably
1:06around 19,000 or so.
1:08>> Okay. Is this uh like veneers or
1:10something like that?
1:12>> A lot of implants, veneers.
1:14>> Okay.
1:14>> And like full mouth rehab. Yeah.
1:16>> Got it. Word. Okay. So, what do you you
1:19have one referral partner who's getting
1:20you 30 leads a month?
1:22>> Correct.
1:23>> Okay. Got it. Um, any reason you don't
1:26get like what did you do to get the
1:28referral partner that you have?
1:31>> We essentially just signed up signed up
1:33on our website. She's a big YouTube
1:34personality.
1:36>> Okay.
1:36>> And we're on a map essentially.
1:38>> Okay. Got it. Um, are there other people
1:40who exist like her in the world?
1:44>> There are there's there's one more. He's
1:46in Germany, but she's kind of the
1:48biggest one.
1:50>> Okay. Uh, can you get more from her or
1:5230 is the absolute max of what she
1:54offers?
1:56>> So, I mean, we can get more, but it's
2:00it's not a direct referral.
2:03People find us on our website.
2:05>> Okay.
2:05>> And then they call us and we schedule.
2:07>> And how do they find you?
2:09>> They just find us on the map. We're the
2:11only people in Orange County.
2:13>> Okay. So, any reason you're not running
2:15PPC, pay-per-click? So we we do run PPC
2:19at the moment. We ran a Facebook
2:22campaign
2:24about $10,000 a month with an agency.
2:26>> Okay.
2:27>> And the agency was the the copy was all
2:31towards
2:33low low hanging fruit and it was a lot
2:36of discount compassers.
2:38>> Uhhuh.
2:39>> So right now I mean sorry over those
2:42three months
2:44we got zero patients.
2:46>> Okay.
2:47Uh,
2:47>> and then as of right now, we're at
2:49$12,000 a month
2:51>> in Google campaign.
2:54>> And so, so you are still spending that
2:56money. You're just not getting patients
2:58from it.
3:00>> Just started. Just started last week to
3:02be honest.
3:02>> Got it. What's the offer?
3:05>> Offer is essentially a free consultation
3:09with a free tone beam scan, free smile
3:11assessment,
3:14and discounted cleaning.
3:15>> Yeah. Um, what can you do?
3:20Well, so you're spending this money now.
3:22Are you getting clicks? Are you getting
3:24leads?
3:26>> I've had a few clicks, few leads, but a
3:29lot of the keywords we're searching for
3:32are pretty low low volume.
3:35>> Uhhuh.
3:36>> So, we don't get too many clicks to be
3:37honest, but we had quite a few phone
3:39calls, but no no actual conversion just
3:42yet in the past week and a half.
3:43>> Yeah. Um, so what's the sales motion? So
3:46they opt in on the site. Then what
3:47happens?
3:49>> They opt in and then I give them a call
3:51personally within two minutes.
3:54>> Wow. Okay.
3:56And then what happens?
3:59>> So once they once I give them a call, I
4:01get them scheduled as soon as possible.
4:05But as of right now,
4:07so we have one doctor working between
4:10three offices.
4:11>> Okay. booked out about us two and a half
4:13weeks.
4:14>> Okay.
4:14>> So, we are essentially booking empty
4:17slots
4:19which are few and far between. So, our
4:21show rate is
4:24decent. It's about 70% but it's about 3
4:26weeks out.
4:28>> Okay. And you just haven't met with
4:30these people yet or you have?
4:31>> I'm sorry if I'm sorry if I'm talking a
4:33little weird. I'm hear a little echo in
4:34the background.
4:35>> Yeah, I hear it. So, they opt in, you
4:38call, you schedule them three weeks out.
4:41Okay. Then what happens?
4:43>> They they show up. We present the
4:46treatment plan. We educate them on
4:49exactly why we're doing this and what
4:51the difference is between normal.
4:52>> You pitch them
4:53>> and holistic dentistry is.
4:54>> Yeah. And you pitch them, right?
4:55>> Yeah.
4:56>> Okay.
4:57>> Scheduled as soon as possible.
4:58>> And then you get them rescheduled after
5:00they pay. You mean
5:03>> rescheduled? Uh I guess scheduled for
5:05their first appointment.
5:07>> But the first appointment is the thing
5:08that they show up for, right?
5:11Correct.
5:12>> That's where you tell them all these
5:13different you pitch them and then they
5:14come to another appointment that's a
5:15dental appointment.
5:18>> Yes.
5:18>> Okay. So, you do sell them on that first
5:20appointment. Correct.
5:22>> Correct.
5:23>> Okay. Got it. And so, you have leads
5:25that are going through this process.
5:26Since you're spending money on PPC right
5:28now, have you made any sales from that
5:32>> from PPC? Not yet. No.
5:33>> So, you said you have 70% that are
5:35showing up. How many have showed up to
5:37create the 70%.
5:39So, we used to run PPC in the past,
5:43but it was pretty low. So, right now,
5:45>> you said you're running Google ads. So,
5:47what ads are you running for Google ads
5:48that you're spending 12,000 a month on
5:50that you're getting 70% shop price for?
5:53>> So, we have the Google ads running for
5:5412,000 a month right now.
5:56>> Right. So, what are the what are these
5:58Google ads
5:59>> on what platform? Like I said PPC, which
6:03is AdWords, which is the same like
6:04basically I'm saying the same thing.
6:06You're saying one, you're saying we used
6:07to run PPC, now we run Google ads. Those
6:12are the same thing unless you're running
6:13Google Display, which I doubt, or
6:15YouTube ads that are pre-roll, but you
6:16probably would have said YouTube ads.
6:17So, what are you what are we talking
6:18about?
6:20>> Yeah, I think we're talking about the
6:21same thing. I think I'm being a little
6:22bit confused.
6:22>> I agree. That's my point. So, you had an
6:24agency and then now you run it inhouse
6:26and you're spending 12,000 a month. You
6:28have 70% showing up. So, people So,
6:30you're spending 12,000 on these
6:31keywords, right?
6:34>> Not yet. We we have 12,000 allotted.
6:37Haven't been able to spend it yet.
6:39>> So you haven't spent $12,000.
6:42>> No. No. We have $1,200 budget.
6:43>> Then what are these where the 70%
6:45Where's the 70% show rates coming from?
6:46How many leads do you have that created
6:47that?
6:49>> The 70% show up rate is coming from me
6:52referral.
6:54>> So
6:57Okay.
6:58Okay. So you have a budget of $12,000
7:02for Google Adwords that you have not run
7:04yet.
7:06Correct. It's running.
7:08>> Okay.
7:08>> I haven't utilized budget yet.
7:10>> Yeah.
7:11>> So, you haven't spent any of the money?
7:14>> No. Maybe 100 bucks so far has been
7:16actually utilized.
7:17>> Okay.
7:18Okay. Did the Did the other the agency
7:21were they able to spend your money?
7:24>> Yes.
7:25>> Okay. Got it. So, I I'll tell you I'll
7:27tell you the the two solutions. All
7:29right. Number one is the agency that you
7:31were working with, did they have
7:32customers who sold the level ticket that
7:34you sell?
7:37>> Yes.
7:38>> Okay. Got it. And so what were those
7:40people doing that you weren't doing?
7:44>> So they were
7:47You know what? Let me break it down. I'm
7:48so sorry. We were higher ticket than
7:52every single one of their customers.
7:54>> Okay. Okay. But did any of them sell
7:55like
7:56>> they provided?
7:57>> Did they sell anything that was in like
7:58the 8,000 plus range?
8:01>> Oh yeah. Yeah. 100%. Everything they
8:04only marketed one thing essentially.
8:06They they marketed like all X is what
8:09it's called.
8:10>> Okay.
8:10>> Which for us is a $40,000 procedure.
8:13>> Okay. So they do sell stuff that's more
8:15expensive.
8:17>> Yes.
8:19>> 10 to $20,000.
8:20>> Yeah. So, what I was trying to what I
8:22was trying to lead you to was the idea
8:23that you agent there was nothing wrong
8:25with the agency. They were getting you
8:26leads and you had a [ __ ] up sales
8:28motion.
8:31[clears throat]
8:32And so, I'll say like if I'm in your
8:34shoes, I would probably call that agency
8:36back up and say, "Can you connect me
8:37with the three or four people that
8:38you're currently working with that are
8:40not in my area that are making this
8:41work?"
8:44Now, in all likelihood, you said they
8:46were bringing the wrong type of people,
8:48right?
8:50Correct.
8:50>> But it's only the wrong type of people
8:52because there's no sales motion to
8:53basically educate them into becoming the
8:54right type of people. So I'll give you
8:56an example of this. Back in the day when
8:57Groupon was a thing, which you may
8:59remember, there were plenty of
9:01businesses that got on Groupon and
9:03people would flood, you know, the front
9:04end with kind of these low barrier
9:05offers. The business owners that didn't
9:07understand sales and basically compared,
9:09well, I get these referrals that are
9:11super hot and they just buy when I offer
9:12it to them compared to cold traffic
9:14sales, which is what this is. Uh, these
9:16people are all low quality. It's like,
9:17yeah, of course, compared to referrals,
9:19they're they're all going to be low
9:20quality, but believe it or not, these
9:22leads that that agency was sending you
9:24is still higher quality than meta leads.
9:26And so, you had this the second hottest
9:28leads coming to you, and you weren't
9:29able to convert them. And so, the
9:31problem is the process. So, can I walk
9:33you through what I think you should do
9:34and probably turn the agency back on?
9:37>> Yeah. And this is just just want to let
9:39you know one thing as well. So, the
9:40agency was Metal Leads.
9:42>> Okay. Well, yeah. Then then metal leads.
9:44Yeah. that's going to be lower quality.
9:46But I'll walk you through what what
9:47should happen. If you've never had metal
9:49leads come in and you just like were
9:51expected to run the same process,
9:52there's no chance you're going to be
9:53successful. I'll just tell you right
9:54now.
9:55>> Mhm.
9:56>> Okay.
9:56>> Yeah.
9:56>> So, let's say you've got meta ads. I'm
9:58just going to walk you through and this
9:59is what we're going to wrap with. Okay.
10:01So, you've got your meta ads. You're
10:02going to go to whatever the offer page
10:04is and they're going to opt in. Okay.
10:05Cool. Did they make the opt-in page?
10:09>> Yes.
10:09>> Okay. So, I'm sure they already had a
10:11format that was working. After the
10:13opt-in page, what was the step in that
10:14funnel?
10:17>> After the optin page, it would pop up in
10:20a go high level page.
10:22>> Okay.
10:22>> And then I would call them immediately.
10:24>> Okay. So, you would did was there a
10:26scheduling thing there on the thank you
10:28page?
10:30>> Yeah. They received a VSSL.
10:33>> Mhm.
10:34>> That I made as well as they would also
10:37receive automated reminders and text
10:39messages.
10:40>> Okay. But you set them on the phone,
10:42right?
10:43>> Yeah.
10:44>> And you're saying none of the leads were
10:45good.
10:48>> None of them qualified for financing. We
10:51brought we brought a few of them in,
10:53but I mean, these are all people who are
10:55missing most of their fees. So almost
10:58like borderline homeless people were
11:00coming in, so they just weren't worth
11:02our time to get free consultations.
11:04>> Yeah. So you don't have to give free
11:06consultations to people if they don't
11:07qualify.
11:10So I would say fundamentally like I this
11:14still feels very confusing because like
11:15PBC is probably the number one channel
11:17for for uh dentists doing high ticket
11:20work like this and so the keywords that
11:23you were selecting uh or that you're
11:25currently bidding on. Uh there's
11:26probably more that you're missing number
11:28one. Number two from the sales process
11:30having the VSSL before and after that
11:32stuff's good. Meta will always get you
11:33more leads than PPC will because it's
11:35disruption based rather than intent
11:36based, but the leads will be colder, but
11:38there's an ocean of them and you can
11:39spend a lot more, right?
11:40>> And so, um, the vast majority like
11:43there's also a cost thing like you
11:44probably have to spend, I would say
11:46somewhere in the neighbor of $5 to
11:47$10,000 per sale is probably what you
11:49would expect,
11:50>> uh, to spend for something like this.
11:52And that would be kind of like industry
11:53average. And so, you know, the spend
11:55that you actually had with them was
11:56relatively low. Um, especially if it was
11:58kind of like the first time you were
12:00really doing it. So, you spent 30 grand.
12:01I can understand why that would be
12:02frustrating. Um, but like I would I
12:05would get out of the perspective of like
12:07all the leads are so like are you in a
12:09poor area?
12:11>> No.
12:11>> No. You're in Orange County, right? So
12:13like there there's for sure like there
12:16is a PPC path. There is a meta path.
12:19Both of them work. There's going to be
12:20opt-in speed to lead VSSL before when
12:22they walk in the door. Second VSSL when
12:24they're in person for the waiting room.
12:26And then when you present, you'll anchor
12:28high, get financing from the way, from
12:30them walking in the door. You'll also
12:32get card on file. It'll probably be
12:34split because some people take
12:34financing, some people pay with the
12:36card. Um, but you should collect that
12:37before you present payment regardless.
12:39And then from the sales motion itself,
12:42um, I mean, if they were truly homeless,
12:43then yeah, that's a waste of time, and
12:45we should have we should have screened
12:46for that on the on the call itself. But
12:47like, what was your cost per lead right
12:49on on Meta?
12:52>> Oh, honestly, I'm not 100% sure.
12:55>> Okay. Um, that would be worth knowing
12:57obviously. Um, but like I would say that
13:00if you're on Meta, you're probably going
13:01to expect to convert, especially at your
13:03price point, somewhere in the like 2 to
13:045% of leads range at your price point.
13:08>> And so it's like, okay, let's say cost
13:10per lead is 50 bucks. Uh, then it cost
13:12you if you convert 1% you're at 5 grand
13:14a sale. That that math maths. It's just
13:16that you have to expect when you're
13:18using meta ads that like these are not
13:19going to be PPC or referral ads. Like
13:21you're going to convert one out of 20,
13:23one out of 50.
13:25And you're gonna have to put heavy
13:26screening on the front end.
13:29>> Yeah.
13:30>> The like those are the two
13:32>> screening. Would you suggest fighting
13:33deposit?
13:34>> Say it again.
13:36>> For the screening for metal leads or
13:39even the paper click on Google campaigns
13:42as well.
13:42>> Huh?
13:43>> Would you suggest clipping a deposit?
13:46>> I would I would do a deposit if I felt
13:48if if we were having show up rate
13:50issues, but we aren't having show rate
13:51issues. The issue I think is in the set.
13:53So basically the friction to get on the
13:55call with you and what you're saying on
13:57the set, you should have like shouldn't
13:58have had homeless people showing up at
14:00your dental office.
14:01Like you should have been able to
14:02qualify that on the phone. And so on the
14:05set we should have gone for band, right?
14:06Budget authority need timing. Like hey,
14:08what are you looking for in terms of
14:09budget wise for this? Obviously this is
14:11a four figure plus investment. Just want
14:12to make sure this isn't some sort of
14:13shock for you. The second thing is
14:15need-wise. Like how important is this
14:17from you from 1 to 10 to get this
14:18solved? Uh like right. And then they'll
14:21give you a number and you're like great.
14:22whatever the number they say, you say,
14:23"Why isn't it a 10?" And you say, "Why
14:25wasn't it a one?" Right? And both of
14:27those scenarios basically get them to
14:28sell themselves on why it actually is
14:29important. Then the third question that
14:31you would ask is um timing. Like if we
14:34could wave a magic wand, would you want
14:35it to get solved today or when would you
14:37want to do this? You want to solve the
14:38people that are either today basically
14:40as soon as possible within the next few
14:42days. The people who are like, "I'd want
14:44to do this and push it out into the
14:45future." Those are car kickers and are
14:46unlikely to close. And then authority is
14:49are you the person who's going to be
14:50able to make the financial decision for
14:51yourself or do you need someone else's
14:52permission?
14:56>> And so if someone opts in after watching
14:58a VSSL, they fill out an application uh
15:01and then you get on the phone and you go
15:02through bant, you shouldn't have people
15:03who are unqualified who are walking in
15:05the door.
15:08>> Yeah.
15:10So it sounds like
15:11>> out of out of all the people that we
15:12actually
15:14screened and got in the door,
15:17one I would say was qualified.
15:19>> Yeah. So I think like
15:23and the front end offer was a a free
15:25what?
15:27>> Free consultation and free $300 skin
15:30about $500 worth of value.
15:32>> Mhm. And it was leading to
15:36the implants. Correct.
15:39Yeah. Yeah. Leave leave the implant.
15:41>> Yeah. I don't think there like honestly
15:42like that offer is fine. The the process
15:45that you laid out is more or less fine.
15:47It was probably missing a VSSL before
15:49you walked in the door, but at going
15:50through all of these pieces with you.
15:52The set call was the issue.
15:56>> Mhm.
15:57>> And I also don't know anything about the
15:59metrics. Like I don't know how many
16:00leads we had and how much the cost per
16:01lead was. If you had like five leads for
16:02$10,000, that's too expensive. If you
16:04had a 10,000 leads, something was wrong.
16:06So, if you were in the 50 to call it 150
16:08range, it's probably about right. I
16:10don't know what the creative looked
16:11like.
16:11>> Yes.
16:12>> Were you in the creative or was it just
16:13statics?
16:16>> It was only me essentially.
16:18>> Okay.
16:18>> Full videos.
16:20>> Okay. I've got good news and I got bad
16:21news for you.
16:24>> You might look homeless.
16:27>> I hope not.
16:28>> I'm half joking. But the the reality is
16:30that Meta will find people that look
16:32like the avatar that's in the ad. And so
16:35making sure that the ad looks really
16:36premium, really high-end, and if you
16:39have a demographic that is more like
16:41your ideal customer, you want that
16:43person to be in the video.
16:46>> Yeah.
16:47>> Yeah. In the ad, we were in our Newport
16:49Beach office and I'm wearing a full suit
16:51essentially
16:52cut.
16:53>> Yeah. Are you wearing a suit or are you
16:54wearing a white lab coat?
16:57>> Dude, I'm not a doctor.
17:00>> You do dental implants?
17:02>> I'm not the doctor. I only manage the
17:04business. I am co-owner of the business,
17:06but we have a head doctor.
17:09>> Okay. You can wear a white lab coat, by
17:10the way.
17:12>> I mean, I can. Yeah.
17:14>> Okay.
17:15>> Yeah.
17:15>> I'll tell you right now, if you didn't
17:17have a lab coat, no one knew that it was
17:19a dental office.
17:22>> Fair enough.
17:24>> So, if what's the ideal customer for
17:26you?
17:28ideal customer is
17:31moms anywhere from 35 to 65.
17:34>> Okay.
17:35>> That are health consscious.
17:37>> So,
17:37>> and kind of going against Western
17:39medicine.
17:39>> So, that's who you want in the ad. And
17:42you want her wearing a white lab coat,
17:47ideally attractive.
17:51>> Fair enough.
17:51>> I'm being dead serious, man.
17:54>> Yeah.
17:54>> That's what you need in the ads. that
17:56fixes the creative and then you the set
17:58call piece was messed up. I do think
18:00though given everything you're saying, I
18:01think PPC is going to work better for
18:03you cuz it's a little bit easier cuz the
18:04leads are hotter. You're going to have a
18:06lower quality in the beginning. So, I
18:08would probably like if I were you, I
18:11would pay for one-on-one with somebody
18:13who works at a PPC dental ad agency. I
18:18would look it up on LinkedIn. I'd find
18:20the guy who's one or two levels below
18:22who's actually doing the clicking of the
18:23buttons. And I pay that guy 500 bucks an
18:26hour to walk through the keywords that
18:27you should be bidding for. That's what I
18:29would do.
18:31>> Gotcha.
18:32>> Cool.
18:32>> Okay.
18:34>> Sounds fun.
18:35>> Appreciate you, man.
18:37>> Alice, I appreciate, man. Thank you so
18:39much.
18:39>> You bet, dude. All right. Talk soon.
18:42>> You have a good one, man.
18:43>> You, too. We got there. We did it. We
18:46did it. We got there.
18:47>> You have to let more more people know
18:49about your stuff. And so, the way that
18:50we do this is we do the rule of 100. All
18:53right. And so by method, that means
18:56that's page 164. You either do a 100
18:58reachouts a day, cold or warm. You do a
19:00100 minutes of making content and post
19:02something, which for some reason I
19:04didn't put that in the book. Um, no, I
19:06said release it one per day. Thank god.
19:08All right. But some people hear that
19:09first line and they're like, I'm making
19:10100 minutes of content today. And I'm
19:12like, I haven't seen you post. They're
19:12like, well, I'm still working on it. I'm
19:14like, what are you doing? Post. All
19:15right. And then and then um paid ads is
19:19100 minutes a day of making paid ads. to
19:21this doing the research, looking at
19:22other hooks, recording, editing, cutting
19:24it, and spending money, right? You got
19:26to spend money. And the amount of money
19:28you spend, I would say, per month should
19:29be relative to what you're willing to
19:30pay per customer. Okay? Now, I have an
19:33update to this that I'll share with you,
19:34which we learned from the school games
19:36because I help a lot of people who are
19:37starting out. Now, it doesn't matter
19:38whether you're brand new or you're an
19:39experienced business owner. If you start
19:40a new channel, you're still starting at
19:41zero, right? And one of the things that
19:44we added in for at least the content
19:45side was most of the times you'll be
19:48limited by, you know, the amount that
19:49you can make and sometimes even the
19:50amount of DMs that you can do on on a
19:51social platform. But one thing that's
19:53not really limited or less limited is
19:55the amount of comments that you can
19:57leave uh on other people's posts. And so
19:59what you want to do, the goal is to have
20:01the best comment on a post that is
20:04relevant to your avatar. So basically,
20:06it's like all of these posts exist.
20:08They're almost like free ads that you
20:09think are attracting the attention of
20:11your avatar. And so what you want to do
20:12is have the most thoughtful response to
20:14that uh post and then you basically can
20:17like hitch a ride on somebody else's
20:19views and it's totally legal. So like do
20:22that on top of this. And this is for
20:24those you are like I just don't know
20:26what to do. This is what you do. You
20:27reach out to people, you make content,
20:29you run ads. Pick one. And to be clear,
20:32this is Alex's two cents. So this is
20:33this is a personal opinion. Um I don't
20:36really tear people down. That's just I
20:38just don't do that. Um, some people like
20:40make their whole brands on dunking on
20:41other people. I just don't like that
20:43kind of negativity personally, like in
20:44my life or otherwise. Um, you're welcome
20:47to do whatever you want. My
20:48recommendation would be to give people
20:49flowers and, you know, basically give
20:51them props, which is what I think
20:53millennials say. Uh, for when they do a
20:55good job, so I'm dating myself here. Uh,
20:58flowers, right? Uh, tell them they did a
21:01good job and basically break down or add
21:03to it. Say like, I love all this and uh,
21:05and I think that's a great way. Okay. So
21:06instead of saying basically this is and
21:08thinking instead of or thinking. So my
21:11first piece of homework is write what
21:14your advantage is in your current
21:16position. So if you're if you're Nike
21:19and Nike if you do want to respond to
21:20this video, I'm totally okay with it. Uh
21:23but if you're not Nike, right, talk
21:25about the unique angle that you have
21:27compared to the leader in your
21:29marketplace. Because let's be real, the
21:30vast majority of people are watching
21:31this are not the leader. There's only
21:32one leader and everybody else who's not
21:34the leader is more people than the one.
21:36So the likelihood that you're not the
21:37leader is high. So talk about how you're
21:39different than they are in a way that is
21:41factually correct that they cannot argue
21:43with and drop it in the comments. I'd
21:45love to see them. And everything that I
21:46just talked to you about those positions
21:48is what I would weave into my sales and
21:50my marketing. Cuz the nice thing there
21:51is it's also it's not like claims based.
21:54It's just like these are the facts and
21:56this is the reality of it. And if you
21:58ever want to make more compelling
21:58marketing, the thought that I would give
22:00you is just drill one level deeper. At
22:02the surface level, it's like it's David
22:04and Goliath. But like when you actually
22:05drill down, it's an unfair advantage
22:07because David isn't really competing
22:09against Goliath. It's competing against
22:10Goliath's like kneecap, right? It's like
22:13it's the piece of the larger thing.
22:14There's this amorphous idea of Nike, but
22:17really all you're competing against is
22:19the person who's six levels down who got
22:21hired out of college to make their
22:24social media post for one specific, you
22:26know, person or whatever. That's who you
22:28have to beat. And so, like, the way that
22:30you beat the Roman Empire isn't by
22:32taking the Roman Empire on head on. It's
22:34by tiny little nibbles on the edge of
22:37their kind of perimeter and just working
22:39your way in. And fundamentally, that's
22:40how the barbarians over time, you know,
22:42crunch down on Rome. And so, in this
22:44instance, we are the Barbarians.
22:47Dave Dono, I have a reel that's done
22:49over 170,000 views since Friday. There's
22:52a many chat CTA in the vid that sends
22:55people to a lead magnet 5-day nurture
22:57sequence, then a daily email with CDA to
22:59join my paid community. Should I be
23:01doing anything else to leverage this
23:03extra traffic through my reel?
23:06>> Well, I would run that reel as an ad.
23:09>> Smart.
23:12>> We already know it performs.
23:14That's it. That's all I'd do. I won't
23:16even give you any other directions. Just
23:17do that.
23:19>> Pharaoh Zacharias. Daily YouTube videos
23:22on a new business education channel. Yes
23:24or no? Why?
23:26>> Daily videos on a YouTube education
23:28channel. a business education channel.
23:31>> Yeah, go for it. I mean, again, the the
23:34big thing here, so all right, so this is
23:37what ends up happening. So in the
23:39beginning, you post almost nothing,
23:41right? And then you realize there's a
23:42direct relationship between how often
23:44you post and how many views you get. And
23:46then as you start posting more, you do
23:49start getting outliers because when you
23:50post 30 times a month, there's going to
23:52be one video that pops off. And then
23:54when you realize that you got more more
23:56views from that one popped off video
23:57than the other 29, you start thinking,
23:58man, I wonder if I could make my my
24:00videos better. And so then you start
24:01decreasing your quantity and increasing
24:03your quality, right? But then once you
24:05get the quality, like the new reset of
24:07quality bar, you're like, man, if I
24:08posted five of these bangers a month,
24:10then you go back up. And so I think
24:12there's this continuous cycle of
24:14quantity and quality that is very
24:17natural for a creator to kind of go
24:19through. Like if you guys have noticed
24:20on my channel, I'm posting a lot more
24:21frequently now. Uh part of that's
24:23because the feedback that we got from
24:24everybody was that no one cared about
24:26post which was a huge cost for us. And
24:29so the biggest constraint for me was the
24:31amount of post that had to happen for
24:32every video more than my ability to
24:34capture content because I can get on and
24:35talk about business stuff like you see
24:37right now fairly easily. Um and so by
24:39doing that we can now post five times a
24:41week which is what we are doing. And our
24:42our views are up uh like 60%. Uh since
24:46we started doing that. So, I do think
24:47that in the beginning I'd encourage
24:48everybody to do quantity and you do the
24:50quantity so that you can learn what
24:52quality looks like. Waveman J. Here we
24:56go.
24:58Waveman. Well, now I know what you do.
25:00So, that's actually fairly
25:01straightforward. Um, okay. Latest. Oh,
25:04you're getting some good views, man.
25:06Congrats. Good. Actually, I think your
25:09views are are bigger than your
25:10subscriber count, like your relative
25:12amount of views. So, kudos there. Um,
25:16let's see here. 25. Are they all Okay,
25:19so this is you showing. Is this Are they
25:20all you talking over? Let's see here.
25:23Okay, this is direct to camera. Okay,
25:26get waves. Okay. Okay, so what are we
25:29selling? Okay, so we got school. Let's
25:30look at Let's look at this real quick.
25:32Now, let me just check this just so I
25:34can see it. Okay, so you got CTA above
25:37the fold. That's good.
25:39um
25:41products Tik Tok.
25:45All right, let's look at this. I'm not
25:46going to get too far into that because
25:47we did the page breakdowns last time,
25:48but I just want to look. Okay.
25:53Okay, so the this is a B2B offer,
25:57correct? Learn how to become an elite
25:59waiver. I'm assuming that that means
26:01that you're teaching other people how to
26:02do waves for other people, not how to
26:05get waves themselves.
26:07Okay, you'll learn the secrets of get
26:09lead waves 90 days for less hair mastery
26:10wave mastery. Learn every single wave
26:12method instantly gain access to weight
26:13courses.
26:15Um,
26:20I would see if I could if I could
26:22consolidate this a little bit. See if
26:23you can see if you can cut this in half.
26:26I know we're not doing page breakdowns,
26:27but I'd see if I could cut this in half.
26:29Um, I would also see if you could tell
26:31like like at the end do like two
26:34examples of people who did well and just
26:36like John started doing this and he, you
26:39know, tripled his hourly rate um, and
26:41got more referrals from this because
26:42it's in and hot. Um, and I would watch
26:45the page breakdown thing that we did
26:46because we went really in depth on this.
26:47All right, so I'm going to go back to
26:48the channel. All right, so I like that
26:50this is the one. Um, so okay, so the CTA
26:54here seems to direct to consumer. the
26:57school seems like it's teaching people
26:59how to do it for other people. And so I
27:01would see I see a disconnect between
27:03this CTA and what you're selling. So
27:05that would probably be the first thing
27:07that I would fix. And so it's it would
27:09be like learn how to give waves to other
27:13people. This is terrible language, but
27:15fundamentally you want to explain that
27:16this is a B2B offer. Um and ideally
27:19again the benefit of the benefit. So
27:20it's not just about waves, right? It's
27:23about what being able to do waves gets
27:26me, right? So, for a a hair person or
27:29barber, I would imagine that that allows
27:31them to bill at higher rates, get more
27:33referrals, um take really sexy
27:35Instagram, you know, pictures that
27:37allows them to grow their following. And
27:39so, those would be to me those would be
27:41benefits of learning waves. And so, I
27:43would want to make sure that that is
27:45linked in my CTA and also make sure that
27:46that reflects. So congruency, by the
27:48way, probably one of the number one
27:49things for conversion that I would say
27:51most people just miss. Like you have to
27:53have congruency. Like they click for
27:55something, you want to give them what
27:56they clicked for. Okay, so that was that
27:58one. So that's what I would I would tip
28:00here. Um with the daily tips and free
28:03resources, I I would I would hesitate on
28:06this one. Um I don't like multiple CTAs
28:10personally. I like to drive everyone to
28:12like maybe one or two things, but not
28:13too much more than that. That's just my
28:15personal preference. Um,
28:18I think you've got the I think you've
28:20got like the whole, you know, thumb
28:21down. So, this this is I don't know if
28:23you're noticing this, but this looks
28:25really small on mobile. So, I would
28:27barely like I could barely see the the
28:29waves in the hair in this image on
28:32desktop. On mobile, it'd be impossible.
28:35And so, if everyone for everybody here,
28:37you want to look at your thumbnails on
28:39your phone before you post them because,
28:42you know, a huge amount of traffic's on
28:43on mobile. And if you make mobile your
28:46standard, then when it's on desktop,
28:47it'll just be crystal clear. Um, in
28:50terms of our in terms of like number of
28:52things to look at in the thumbnails, I
28:54think you're actually doing a pretty
28:55good job here. I don't like to have more
28:57than three max in terms of visual items
29:00in the thumbnail. So, two or three. Um,
29:03the do and don't here, like this is
29:05cool. I probably want to show more
29:07difference between do and don't. And so,
29:09I think if you kept the check mark but
29:10changed the background color, you'd see
29:12the contrast in the hair. Um, especially
29:14because all the a lot of the hair
29:16examples are are black and so they kind
29:18of merge with the black the the the the
29:20background right here. So you have black
29:22backgrounds and so it kind it's a little
29:24harder to see the contrast. So this
29:26one's a little easier to see. This is
29:28great contrast, right? You can see that
29:29one nothing something and this one did
29:32well, right? Um I see how you reuse the
29:34the same thumb and so uh big picture
29:38you've got that there. I would probably
29:39eliminate the other links. I would have
29:40one link here. Zoom in more on the on
29:44the thumbs. Um, and then if you're not
29:48doing this, you should look at top
29:50performers from other people who are in
29:52the in your space and see if you can use
29:55the formula for your own headline,
29:57right? And so, um,
30:00yeah, like just look at videos that
30:02massively outperform other people. So,
30:04the way you do that is you click to
30:05their profile, click uh most popular.
30:07the top 10 are going to be the, you
30:09know, big outperformers for uh their
30:11audience. Look at the headline. See if
30:13you can do a version of it. And so
30:15sometimes this starts a lot of people
30:16like make a video and then they figure
30:17out what to headline it and then do the
30:19thumbnail. You want to do it reverse.
30:21You want to think what's the video going
30:22to be about? How am I going to package
30:23it? And then you make to that already
30:26kind of pre-ested concept.
30:30>> We got another YouTuby.
30:32>> Okay. So, Nicholas, if his thing is
30:34direct to consumer, then it seemed like
30:36the school page was B2B. And so, I would
30:39I would basically change change
30:41whichever one is wrong. Um, and make
30:43sure that it's really clear.
30:45If I'm moving fast, then uh just uh pay
30:49attention fast. All right. So, uh
30:51winning crazy. First off, love the first
30:54the first visual here. Really really
30:56love the first visual. Really pops. Um,
30:59very uh looks a little inspired uh by
31:02some anime treads. [laughter]
31:04Um, but I will say this, uh, just give
31:08me more. If you have winning creatives,
31:10give me six other ones, but make them
31:11all different, right? Make them make
31:14them different for different genres or
31:15different industry. Let's see. One of
31:16the hardest parts getting community in
31:17the publish ads. Okay. Um, with a budget
31:20can't guarantee return.
31:22Um, okay. Proven has 30 ad accounts.
31:24Okay. Here's what we offer, what you
31:25get. Okay. I would I would either choose
31:27here's what we here's what you get or
31:29here's what we offer. Just pick one. Uh
31:3120 ads creative. Um two weekly calls,
31:35June bonus, full community audit,
31:37special pricing. Okay. Okay. So, I would
31:40put uh the pricing thing up top if
31:43you're going to bump it. Um I would put
31:45the June bonus up top. Uh I would then
31:49probably see if I could put this into
31:52single lines and see what I could cut.
31:54Um, and then the what you get monthly.
31:58Uh, I would take away these these uh
32:00these trophies because they kind for me
32:01they kind of distract. That's just me
32:03personally. So that's a that's a bit of
32:04a a personal bias there. Um, and again
32:07if we're doing 20 ad creatives then just
32:09give give as max versions of creatives
32:11and like with each of them uh like here
32:14you have four like see if you could do
32:16like like each one of them has four so
32:18you can show more of them because people
32:20are like wow these are really good.
32:21Right? uh you just want to blow people
32:23away with this and it's like imagine if
32:25you had ads like this running all the
32:27time that you didn't have to work for.
32:28Well, we're gonna give you 20 of these
32:30every month. We're gonna give you two
32:31weekly strategy class. So, one one
32:33screenshot of you reviewing creative
32:35with somebody else on the line. So, it's
32:37you and somebody else in a screen share
32:38or you in a group in a screen share like
32:39this like what we're doing right now.
32:41I'd have a screenshot of this call um in
32:43there. And I would if you can this would
32:48be like for sure show I mean if you
32:51could you could and again guys you can
32:52use one tile and show four before and
32:54afters or two before and afters at
32:56least. So you say add creative uh before
32:59add creative with us add creative before
33:01add creative with us. So it's like
33:02here's the creative which people are
33:04like wow that slays and then they're
33:05like but does it work? So that's going
33:07to be the next natural question that I'd
33:08have as a consumer. And then you say
33:10don't worry I've got that resolved it
33:12works. And then you show the how we work
33:15together, which is like, okay, but how
33:16does it work? And then it's like, great,
33:17there's a picture of me, there's a
33:18picture of uh, you know, the person and
33:21them working on the ad. We want to show
33:23kind of like the full 360 of what the
33:25client experience will look like for
33:27them because then also the the better
33:29the client experience matches
33:32um what they were promised, then the
33:34more congruency you're going to have
33:35overall, the more people are going to
33:36stay, the more people going to refer,
33:37and the like fundamentally they're just
33:39going to they're going to keep buying
33:40because they're getting exactly what
33:41they wanted. Um I like the money back
33:44guarantee. I would I would just consider
33:47Okay, because Okay, now that we're look
33:48sorry, let me pull this back up because
33:50I'm talking at you. So, if I were to
33:52redo this page, I would probably put all
33:55three of these things as one. Basically,
33:59it's like June special. It says bonus
34:03community audit, uh, 14-day money back
34:06guarantee, now only $9.99. So, that just
34:08takes these six lines, makes it into
34:09three, puts it at the top. I would take
34:12this thing, um, and I don't even know if
34:14I would I would maybe put this at the
34:16end. I would put this next as like what
34:19are the features and then if people want
34:20to find out more I put the last bullets
34:22kind of describing stuff inside of it
34:24with like proof that I am good at what I
34:26say I do and I would see if I can like
34:28if you had to cut this into a third what
34:30would you do and how many words would
34:31you eliminate? Um, that's that's
34:35probably what I would and you if you
34:37want you can even give them a separate
34:38CTA which is like if you've got
34:39questions go here, right? Which I think
34:41that might be a good especially if this
34:43is high ticket.
34:46I would say uh if you have any questions
34:48DM me and this is my profile or whatever
34:50because that way I think it'll make it a
34:52lot easier for you to close other people
34:53that will be like on the fence. Um, so
34:56this probably goes for low ticket guys
34:58too, but especially high ticket where,
35:00you know, one sale or two more sales a
35:01month at at 1K will make a material
35:04difference in terms of your income over
35:05a year. It's like $24,000, so it's like
35:07worth it. Uh, so everyone here's
35:09familiar with Amazon, right? Think about
35:11the Amazon sales page. They have the
35:13highest converting sales pages on the
35:14internet.
35:16and their sales page is several images,
35:19you get a video, you got reviews, you've
35:22got a a handful of bullets about what
35:25the thing is, and then of course they're
35:27cross- selling other products and
35:28whatnot, but like that's kind of it.
35:30That's like the whole thing, and it's
35:31the highest converting. And so, I think
35:33right now, what are we at like 4ish% or
35:35something,
35:36>> which if you compare that to like an
35:37e-commerce store, which industry average
35:38probably between 1 and 2%. So, like
35:40we're significantly higher than that.
35:42The main thing that drives it even
35:43higher is that anybody who can oneclick
35:45purchase kind of like Amazon uh if if on
35:48average 30% of people who are coming
35:50into communities are coming from school
35:52then like you're getting huge increases
35:54on that 30% in terms of conversion rate.
35:57Um and that's carrying the whole thing
35:58up and the bigger school gets the more
36:00that's just going to continue to kind of
36:01compound. So that's that's kind of the
36:03thinking behind it. um in terms of
36:05simplicity and you look again look at
36:07other platforms Airbnb they're not 60
36:10you know they're not pages and pages and
36:11scrolls and scrolls it's super simple so
36:13people can make a decision and long-term
36:14what ends up happening is that the
36:16platform itself gains more and more
36:17trust and the platform will be more
36:18trusted than any individual on the
36:20platform and then that's how the the
36:23tide rises for all boats
36:25>> so so the thought process is get better
36:27at just simplifying the offer and
36:29running a bunch of tests until you get
36:31that to convert versus goes a whole
36:33another direction when you're trying to
36:34build landing pages. And
36:35>> let me tell you something wild. So um I
36:38don't even know if I want to share it.
36:39I'll share it anyways. So um right now
36:42we're we we did a small test. It was a
36:45very short period of time where I ran a
36:46test where I said you can get all three
36:48of my books physical copy uh for 15
36:51bucks all in. So five bucks a book. All
36:52all the books are free. I've already
36:54paid for them or people have already
36:55paid for them. You can just go ship them
36:56to yourself. My conversion rate on the
36:59page is 32%.
37:02to purchase, click to purchase and
37:05that's held like 20,000 purchases, like
37:09a lot of purchases.
37:12Like the offer still being killer still
37:15matters, right? And so like I think that
37:19school in a lot of ways just forces you
37:21to focus on the few things that really
37:23drive the needle and just thinking like
37:25how can I like the way that I think
37:27about bonuses and bullets which I would
37:28I'd highly recommend thinking about it
37:30this way which is that if I'm going to
37:32add a bullet it takes up mental real
37:34estate for the prospect to make a
37:35decision. So I'm going to ask a cost
37:37from them for them to read this bullet.
37:39So it better be worth it. And so I
37:42believe that buyers are singleisssue
37:44voters. They're singleisssue buyers. So,
37:47it's cool to have many, many things, but
37:48what what happens if you've watched like
37:50heat maps for purchasing behavior back
37:52in the old days of funnel stuff is that
37:53people read read the thing and then they
37:56buy and that's the game. And so, every
37:59single bullet should in and of itself
38:02for the right buyer be worth the
38:04entirety of the price times two or
38:06three. And so if you think about that as
38:07the razor for like what am I like you
38:09can offer you can include other stuff in
38:11your community but for it to take real
38:13estate of what you're going to say is
38:15inside or say why it's worth buying that
38:17is where you put like so much effort
38:20into into like the bullets like at the
38:22launch for example I had you know
38:23playbooks that I was that were showing
38:25every playbook only had three bullets
38:27and it was it was 30 40 pages of stuff
38:30and I got three bullets because I knew I
38:32had no there was no more time for me to
38:33even go in and even then it was a Right.
38:36And so it's like word concision and
38:38really more importantly idea concision
38:40is what I think like making fewer
38:42bullets.
38:43>> Man, I'm James. It's a pleasure to meet
38:44you. I started Harbon Outfitters here in
38:47Alabama. We help the elderly aged in
38:49place through home accessibility
38:51modifications. We did 500,000 last year
38:54with 40% margins and we're having a
38:56tough year this year only at 150,000
38:58with 58% margins. I want to get to a
39:01million a year within six months. We
39:04have 20 to1 LTV to CAC and I believe a
39:06constraint within my control is legion
39:09specifically with baby boomers. So
39:12>> how do I get southern baby boomers to
39:15want to buy a ramp, place a grab bar for
39:17themselves or their parents?
39:20>> Who are you who are you predominantly
39:22selling to, the kids or the parents?
39:23>> The kids most of the time. I'd say 85%
39:25of the time.
39:26>> Got it. Um, how are you doing lead genen
39:28right now?
39:30>> Mostly referrals. Um, I'm a nurse by
39:31trade as well as a medical social
39:33worker. So, I'm able just to walk into
39:35hospitals with my scrubs on and that
39:37gets me through any doors in the
39:38hospital. Um, I'd say that's 90% of it.
39:41[laughter]
39:42>> That's like a man with a cone and a neon
39:45vest and a clipboard can get into
39:47anywhere. Um,
39:48>> dang, right.
39:48>> Yeah. And man with Yeah, man with scrub
39:50skin can get in any any hospital
39:51setting. Um, that is So, okay, here's
39:56the good news. Uh well your LTV to CAC
39:59those numbers are kind of off because
40:01basically your CAC is your time. So I
40:03don't know how much we created so we
40:04could put it into that. But what is what
40:06what do you make per call it unit sold?
40:08>> Yeah. Yeah. So we're $6,000 average
40:10ticket. We have uh 30% close rate and
40:13I'm only getting around 10 leads a month
40:15incoming. So
40:16>> and that's all from referrals and call
40:18it door knockocking fundamentally.
40:19>> Yeah. Yeah. Yeah. 90%. Yeah. That's
40:21correct.
40:21>> So um I would say you have two options
40:23that you could pick from that you're
40:24already like very very equipped for. Um,
40:27you could do Google PPC, which is just
40:28like basically keywords and looking for
40:30people who are looking for ramps, which
40:32is option one. I'll bet though that if
40:34you bid there, there's probably already
40:35some players and you'd have to have a
40:36more sophisticated sales motion,
40:38otherwise you're going to waste money.
40:39Um, waste money that like you'll get
40:40leads, but it'll cost you more than
40:41you're able to afford right now. Um, the
40:44other option, which I think is probably
40:45more likely to work because you have a
40:47very visual service, um, is showing
40:49before and afters. I mean, you've seen
40:50these ads, right? Um, and if you're
40:52targeting the kids, it's like, "Did your
40:54parent recently have a fall?" Right?
40:56which is super common. Um it's like and
40:58did you know that 90% of falls are are
41:00um preventable by just having by
41:03outfitting the home environment and it
41:05extends how long they can live in their
41:06home by another 10 years. So parents are
41:08happy and kids are happy. Like to me
41:10that would be my hook and my angle for
41:11my ads and then the creative itself
41:13would just be before and after on the
41:16homes that you're doing the outfitting
41:17to and you'll probably be able to get
41:19leads from there and I'm sure do you
41:20have like financing or insurance or
41:21something that that covers it?
41:23>> Yes, sir.
41:24>> Yeah, dude. Like, oh, bro. Like, if you
41:26could say that, it's like, and we, you
41:28know, insurance cover is X, Y, and Z. I
41:30think this is just a pure, you could,
41:31you could probably have the simplest
41:33funnel in the world, which is just run a
41:34lead ad, and then call the leads up,
41:36have the uh the thank you page, sorry,
41:39the the lead ad redirect to a VSSL, so
41:41video sales letter.
41:42>> Um, and then with a call now button
41:45>> underneath of the video, and that's
41:47probably all you'd need. And you just
41:48got to work the [ __ ] out of the leads.
41:50Like, that's really it. Like, this is
41:52super super super simple. Like you have
41:54like I if you just do this and ignore
41:56like do nothing else. I'm just telling
41:57you do nothing else.
41:59>> Yeah.
41:59>> Run meta ads.
42:01>> Use the angle that it's free. Use the
42:03angle that a lot of falls are avoidable.
42:04I'm sure you can find the stats on that.
42:06Right. Um use the stat that parents are
42:08happy because it pushed them out going
42:09to a home for another 10 years, right?
42:11They want to be in their own home. Um
42:13that way the kids don't feel guilty
42:14about it. Um and that it's free, right?
42:16Like those are like there's a ton of
42:17media angles
42:19>> right there. It is not free. the ramps,
42:21the grab bars. 95% of the time, uh,
42:24they're paid for. They used to be free,
42:25but we had a lot of budget cuts in
42:27Alabama which cover those. So now I'm
42:29having charge for them, which which kind
42:30of sucks. That's the decreasing part.
42:32>> It it's fine. It's fine. Um, got
42:35>> it. It doesn't matter. And if if like
42:38two options there, one is you can just
42:39not say it's free and then just collect
42:41leads like normal. The other option is
42:42that it's free and then you just find
42:43out if their insurance covers it. And if
42:45it does, you do the sale. If it's not,
42:46whatever.
42:48>> Heck yeah.
42:49>> Cool. But do nothing else. I'm just
42:50telling you right now, do nothing else.
42:52Like you can get an ad live. Do you have
42:53any any creative on before and afters of
42:55like outfits like it being outfitted and
42:58whatnot?
42:58>> I've got tons. Hundreds.
42:59>> Okay. So, like
43:01>> today, write your first five variations
43:04of the ad copy and put five variations
43:06or 10 variations of the creative and
43:08then run it in a 20 mile radius. Drop a
43:11pin on the map of where you're at in
43:12Alabama.
43:13>> Yeah.
43:14>> And then just do a lead just do a lead
43:15form. Keep it really simple. I don't
43:17even like we could have a video on the
43:18after page, but I'd rather you just get
43:19live and start getting leads. Be like,
43:20"Holy [ __ ] this actually works." And
43:22you can have AI walk you through the
43:23setup. It's not hard.
43:24>> Heck yeah, man. I appreciate the time.
43:26That helps a ton. Thank you. You
43:27>> bet. Appreciate you, man.
43:29>> Cool business, though. Very cool
43:30business. By the way, for everybody
43:31who's listening to this, there's so many
43:33ways to make money. Who here walked in
43:35being like, you know what, I could
43:36outfit houses with ramps for old folks,
43:38right? There's so many ways to make
43:39money. By the way, growing market, lots
43:41of pain. They've got the money. I run um
43:44a clinic that's uh does mostly
43:46tellahalth and uh part of it is uh in
43:48person highly technical procedure called
43:50TMS for depression. Okay.
43:52>> We do about 3.5 uh in revenue. It's our
43:54eighth year.
43:55>> Um I started right after residency.
43:57>> Uh I'd like to be about five uh million
43:59in revenue. And what's stopping me is
44:01first of all um the in-person procedure
44:03is a highly technical procedure requires
44:06a lot of training and not a lot of other
44:08referral sources know about it. Right.
44:10>> A lot of people are depressed, but
44:11nobody really think people think it's
44:12ECT or you're getting electrocombulsive
44:15therapy. Um it's covered by insurance.
44:17We take all insuranceances.
44:18>> Um so my for that it's finding referral
44:21sources, getting trust from clinicians
44:23who want to refer or direct to consumer
44:25marketing.
44:26>> Um and then for the teleahalth portion,
44:28um retention of clinicians who often
44:31quit and finding patients. So, um, it's
44:35very hard to hire a nurse practitioner
44:37even who makes $190,000, $180,000. Um,
44:40by the way, great career, a lot of money
44:42right out of school. Um, but when they
44:44leave, we are devastated because they
44:46have hundreds of patients and we have to
44:48hire again really fast. So, that's
44:49limiting our growth. Um, just off the
44:51top of my head.
44:52>> Okay. So, what's stopping me is you
44:56would like more patients, not sure what
44:58source to get them from. You do have
45:00some issues where if staff leaves that
45:02limits your supply um and you want to
45:05grow by 30%.
45:07>> Yes.
45:08>> Okay. So, right now, can you handle more
45:10customers or not?
45:12>> Yes.
45:13>> Okay. How many more customers can you
45:14handle?
45:15>> Um it's a balance
45:17>> 30% more customers.
45:18>> Yeah. Balance between like I'm hiring
45:19two or three new clinicians a year.
45:21Okay.
45:21>> But, um we can never fill them and then
45:24they get angry and they want they're
45:25like I hired I signed up for full-time.
45:26You're only giving me half time and we
45:28won't pay you per hour. So, the way we
45:30compensate needs to probably be thought
45:32out.
45:32>> Okay.
45:33>> Yeah.
45:36>> You know, I'm not I'm not um I
45:39[clears throat] don't have any MPs that
45:40work for me. Uh but I would probably try
45:43and ask like what do you want?
45:46Like what would what would what would
45:48make this uh opportunity compelling
45:49enough for you to stay? Because we want
45:51to just continue to invest in you.
45:53>> Um it makes it difficult for us to do
45:55that if we're not sure if the investment
45:56walks out the door within 12 months. Now
45:58that being said, someone stays five
45:59years,
46:00>> you won. You know what I mean? Like you
46:01had a pretty good pretty good stay. Um,
46:04so
46:06[sighs and snorts] you are demand
46:07constrained. So it's basically you need
46:09to get more patients. If you get more
46:10patience, you can fill up the NPs. If
46:12you can fill up the NPs, they'll be
46:13happy. They more likely to stay uh
46:15because they actually have a full roster
46:16and they're making as much money as they
46:17want.
46:17>> Yeah.
46:18>> Okay. So we have a demand constraint
46:19just from a focus perspective.
46:21>> Okay. So if you demand constraint then
46:23you you alluded to earlier we can do uh
46:25you know there's obvious you know
46:26there's an affiliate path that's one way
46:28which is you can find other providers
46:29who send you send you business uh but
46:30you're saying a lot of them don't know
46:31what you do um obviously could solve
46:33that with education and outreach um we
46:36could do direct to consumer the question
46:38is
46:40the thing is is that
46:41>> we do Google and Facebook ads currently.
46:43>> Yeah the I mean I like direct to
46:45consumer personally just because most
46:47people in that space suck at advertising
46:49so it's like not that hard. Um,
46:52but the reason so something this is I'm
46:55going to go like underneath of your
46:56question to something that I think will
46:57be more valuable for you which is you
47:00have the Harvard medical etc. background
47:03and you're probably a very bright guy.
47:05You have to take how you advertise down
47:08100 [ __ ] levels. [snorts]
47:10>> Uh I'm being super real with you.
47:11>> Yeah. Uh there's a reason that I run
47:13every single piece of copy through
47:14Hemingway and I get it, you know, below
47:17fifth grade, uh ideally below third
47:19grade uh reading level because if
47:21someone has to pause when you say a
47:22word, you've lost them
47:24>> because you're already on to the next
47:25word and they're like, "What did that
47:26other word say?" And then they're trying
47:27to think like, "What does this mean?"
47:28They're not listening to what they're
47:29they're trying to decode rather than
47:31just immediately absorb.
47:33>> And so I'm I' the more I've been doing
47:35this, the more I'm an advocate of clear
47:37over clever. And for your marketing, you
47:41said not your marketing, for for the
47:43business, you said it's highly
47:44technical. It's very advanced. It's hard
47:45to train people up on this thing. It's
47:47hard to explain uh how this works.
47:49Insurance covers it. If I'm if I'm the
47:52consumer, I care about sad face, go
47:55happy face,
47:56>> right? And I care about insurance
47:58covers. So if you say I'm Harvard
48:01medical doctor, I tell you you sad face,
48:04I can make you happy face and insurance
48:05covers it. and it's more effective than
48:07talkie talk. I'd be like, "Fuck yeah."
48:10Right. And I think honestly that's
48:13probably what's missing in the
48:15advertising and sales process, which is
48:18you need to strip away everything that
48:20you currently say that's medical, right?
48:22And just speak to what the avatar, you
48:24know, the customer who is depressed with
48:26their meet them where they're at. And I
48:28think that if you if you can advertise
48:29in that way, any of these channels will
48:31work. But I do think that if I were if I
48:33were you in swapping places, I'd
48:34probably go the ad channel personally.
48:36>> Okay. How about tellahalth? Is there
48:37something different there?
48:38>> No. Same same.
48:39>> Yeah.
48:39>> Yeah. I would say local is if I had to
48:42pick like what's the easiest button
48:44local services that are high ticket is
48:46like like it's hard to lose money.
48:50>> Okay.
48:51>> Because you have because in person you
48:53have so much less sophistication in a
48:55local market and local competitors. And
48:56so it's like if you if you study the
48:58stuff that we do when we're competing on
49:00a global level and you put it in, you
49:01know, Kentucky, you crush everyone. It's
49:04like not even close. Like you just drop
49:06a pin on the map, you say, "Okay, you
49:07know, 25 mile radius." And like you're
49:09just competing against everybody in the
49:1125 mile radius. You're har the only
49:13Harvard guy who's doing this in the 25
49:15mile radius. So you literally
49:16>> I'm in Boston unfortunately. So I have
49:17MGH, Bighgam, Israel, they're all
49:19>> whatever. [ __ ] it. It doesn't matter. So
49:21[laughter]
49:21>> I stand by my original statement. But
49:23like, but the thing is is here's the
49:25good news is that the thing that makes
49:26you great, right? You're very smart, did
49:29the medical stuff, all that is actually
49:31is going to be everyone else's weak
49:32point, right? Because all of them, you
49:34probably know this, all of them have
49:35massive egos. And all of them are like,
49:38well, every if they can't understand me,
49:39then they're too dumb to be my patient.
49:41It's like, yeah, and you'll just be
49:42poor, whatever.
49:44So, if as long as you can just basically
49:46quiet that part of, you know, your brain
49:48and turn on the how do I make this as
49:51simple as possible so they understand
49:52it, you'll still crush them and then
49:53they'll be upset and assume you're doing
49:55something wrong or you have somehow uh
49:58made money in a way that they would not
50:00prefer,
50:00>> right? And so I will translate because
50:02you will start advertising and the more
50:04of my stuff that you, you know, you go
50:06through it, they work with us on it. Um,
50:09the better it will work and the more
50:11they will hate you because you're doing
50:13something that they don't do. And then
50:14they're just going to decide that
50:15morally they're superior to you because
50:17you've lowered yourself uh to advertise
50:19your business. Just as a prep.
50:21>> Thank you so much. [laughter]
50:22>> You bet.
50:25By the way, if you ever get like hateful
50:26comments, the easiest translation in the
50:28world is um you live your life in a way
50:32that I would not prefer.
50:34>> It's just the easiest thing. Like that's
50:35how I've gotten over many many many many
50:38negative comments like I can't believe
50:39it's he lives his life in a way I would
50:40not prefer. Okay, you can live your
50:43life.
50:43>> Just a quick background. So I own four
50:45of auto body shops and then I pivoted
50:47into garage door. [laughter]
50:51Yeah, there's a there's a hail storm
50:52which I love and hate. So,
50:54>> got it.
50:55>> And I visited I pivoted to garage stores
50:58because it's just um the industry highly
51:00fragmented right now. There's only maybe
51:03two big players. The area I'm in is
51:05there not that many.
51:06>> Cool.
51:07>> And so we started professionalizing the
51:08company. I've been installing SOPs,
51:10checklist, forms, process. Yeah. Tranual
51:13train is really good. Um but my one
51:15issue is um we have a weird niche at the
51:18moment which I'm trying to diversify
51:20heavily away from where we kind of have
51:22a single channel risk. We pretty much
51:24give most of our leuring home warranty
51:25companies. Now there are eight of them
51:27so it's not like one you know jail but I
51:30don't like yeah I used to work at Geico
51:32and we would get a body shop and we'd
51:34become 30% 40 50 60 70% and we own I
51:38don't want that. I want just like I'm
51:41buy organic customers coming in, paid
51:43leads, you know, all these things. And
51:45so where I'm at is I'm at this pivot
51:47point where I'm just about to start
51:49market.
51:49>> Are you doing seven? Are you doing 7
51:50million? What was it?
51:51>> 7 million. Got it.
51:52>> 1.5 million of cash flow. And um but it
51:55does have 4 million of debt. I purchased
51:57it. Got it. Anyways, but the cool thing
52:00is it's doing no marketing right now at
52:02all. Like we have one lead every month
52:04from marketing. on we're about to start
52:07this whole SEO PPC maybe book etc etc so
52:11my one question is you know I got to
52:14organize how it's going to happen how
52:16should I organize it should I get a
52:18marketing manager where should I get
52:20them from should I hire them kind of
52:22supervise build up but teach me so if I
52:24can know because it it'll
52:26>> integrate with other parts of the
52:27business you know and it's just how do I
52:29how would you organize it if you're at
52:30my state I basically get to build it
52:32from the ground up which is kind of cool
52:33>> yeah I'm trying to think because it's
52:35kind of it's kind of the issue that Anon
52:37had with um like when it's a core
52:39function of the business like I see I
52:41see rain making as a big part of the
52:42business like customer you have customer
52:43acquisition got delivery as the two you
52:46know and then you got ops is the third
52:47leg of the stool like every business
52:48needs all three someone to get customers
52:50someone to deliver customers and someone
52:51to make sure that no one goes to jail
52:52right and like make sure all three have
52:54to like keep going around right and by
52:56that one I mean talk to people HR
52:58finance legal all that stuff right
53:00>> um
53:02>> okay so it's a core function of I mean,
53:05like generating leads now. I like the
53:06the fact that you have the eight the
53:08eight different places that you're
53:08getting the the warranty leads from. So,
53:10that's kind of sweet. Um, I mean, I
53:12would just continue to do that as much
53:13as I could get, you know, go from eight
53:15to, you know, 20 or whatever.
53:17>> Um, I don't even know how many, you
53:19probably know the number
53:20>> saturated.
53:22There's one of them who said like, "Oh,
53:23you're our biggest vendor along with
53:24Home Depot and left."
53:26>> I'm a whale to them.
53:27>> Yeah. Right. I would I would probably if
53:30I'm trying to think about where I would
53:31start. I me personally um PPC is is uh
53:35will be harder to crack initially but
53:38then once you have it it's very uh
53:40stable.
53:41>> Okay.
53:41>> And so for local PBC I think will will
53:43work really well. Um it's a totally
53:46different monster but then social media
53:48ads like meta um specifically I think
53:51will work really really well. The thing
53:52with meta ads for local is I'd want to
53:56have someone in house for that. Um the
53:59PBC guys, there's a bunch of really good
54:00agencies for PPC that can do pretty good
54:02work for you on the local level. Um who
54:06can just probably handle it pretty well.
54:08Uh but the the social media side, I have
54:10yet to see people who don't do huge
54:13companies do a good job. And that's just
54:15because you have to have so much
54:17creative like creative gets tired in
54:19local market in like two to three weeks.
54:21So you have to make creative
54:23>> every 21 days like and like a decent
54:25amount of it. I mean, this is why we had
54:27gym launch. Like, we just we took all
54:29the creative burden over, but we did it
54:31for a thousand locations.
54:33>> So, you'd have to build that in-house.
54:34So, in terms of like ease and speed, I
54:36would probably go vendor first for the
54:38PPC.
54:40>> Um, this is me just saying what would I
54:42do?
54:42>> Yeah.
54:43>> I would probably go vendor first for
54:44PPC. Um, and then I would and then I
54:48would probably I'd try and bring someone
54:50in house who understand probably a
54:52younger guy who understands um paid ads
54:55at a local level. And the nice thing is
54:57that there's a gazillion of them, guys
54:59who understand local ads on social
55:01media. Um,
55:03>> and uh and give him some sort of
55:04exciting like little mini comp that he
55:06can earn into. Um, and uh, because if if
55:11he's relatively tech-savvy and knows how
55:13to do social media ads and whatnot, he
55:14could become a weapon for the business.
55:16Um, and that could probably really help
55:18you on the acquisition side because
55:20you'll just like
55:21>> scoop them up, put whatever 100 grand,
55:23200 grand in, whatever you buy him for,
55:25lever the rest, and then you could like
55:26immediately triple the business and roll
55:28it in.
55:29>> Yeah. That's what I'm kind of excited
55:30about the SEO portion cuz I know that's
55:32who we're doing a rebrand, too. So,
55:33we're going to have the trucks wrapped a
55:34certain way by company and all that. SEO
55:37would you do that same kind of go
55:38through an agency out that or in house
55:40seem like the agency but
55:42>> yeah I mean a PPC is really simple and
55:44so I think and they're usually pretty
55:47well priced especially for local and
55:49when you get a good guy it's like they
55:50just run the same playbook they go for
55:51the same links they build the same way
55:52and they just kind of like it works um
55:56for SEO SEO is more complicated um and
56:01it is very much like the skill of the
56:02like there's I feel like there's more
56:04skill in my opinion for SEO than there
56:06is for PPC.
56:08>> Um but the nice thing is that local is
56:10easy to win
56:12>> um compared to like national. And so
56:14since you're just trying to win local
56:15markets um again I just whenever I do
56:17anything in a new thing I start with
56:19vendors. I have you gone through the
56:21agency chapter in the um leads book.
56:24>> Have it bought or like just showed up on
56:26>> just literally read that chapter. Just
56:28read that chapter. Yeah. It's um
56:31>> it just gives you my playbook for how I
56:32crack every new channel.
56:33>> That's really what I do. I buy buy the
56:36agency and then I I tell them I'm gonna
56:38take over in six months. You help me
56:40train the person and then eventually I
56:43won't need you.
56:45>> Yeah, that's exactly why I bought the
56:47book and I came because I was like when
56:48I think of I think of Yeah. I [laughter]
56:50think of marketing and sales and
56:52conversions and
56:53>> Have you read offers yet?
56:54>> I know. Yeah. But yeah,
56:56>> missing out. [laughter]
56:59I'm going to read these.
57:00>> Yeah. Yeah. You can you can literally
57:02both in like there's one's three hours,
57:04the other's like four and a half. So,
57:05you should be good. All right.
57:06>> We sell roofing in the Metro Detroit
57:09market.
57:10>> Sweet.
57:10>> Um we're going to do about 3 million
57:12this year. We'd like to be at 10
57:14million.
57:14>> Okay.
57:15>> Um quick context, we were primarily a
57:18storm contractor.
57:20>> Yeah,
57:20>> storms have uh kind of vanished in our
57:23market, which was
57:24>> hell, right? Some global warming back
57:26here, you know,
57:27>> climate change, whatever. Keep going.
57:28actually the best thing that ever
57:29happened because it allowed me to step
57:32into retail.
57:33>> Okay.
57:33>> So, over this last year, I've really had
57:35to like rebuild my business cuz right
57:37before that, we had hit two uh 5 million
57:40two years in a row.
57:41>> Okay.
57:41>> And now we're seeing this drop off. So,
57:43my biggest constraint or what's stopping
57:45me is that um for the last, you know,
57:48eight years, all of our lead genen has
57:50been from
57:51>> weather,
57:51>> from doors, you know, so it's been 100%
57:54uh door-to-d dooror lead genen. And now
57:57when we're trying to knock for retail,
57:59it's seems to be like like heavier of a
58:02weight on the team. It's
58:03>> When you say retail, what do you mean?
58:05>> So, uh, like just people in market that
58:07need a roof.
58:08>> So, like residential.
58:09>> Residential. Residential. Yeah.
58:11>> And when you were doing door knocking
58:12before, you were knocking on
58:13>> residential doors.
58:14>> Okay. So, it was the one,
58:15>> but we were getting funding from the
58:16insurance company.
58:17>> Got it. Word. Okay. Yeah. Okay. So,
58:19>> keep going. So now um with me being a
58:23door-to-d dooror guy like purchasing
58:25leads and all that was like sacrilegious
58:27to me. Okay.
58:28>> So there's some limiting beliefs there
58:30um that I started to you know explore
58:33last October. We bought
58:35>> lead to be lead curious. That's all I'm
58:37asking for.
58:38>> Yeah. I I am I'm very lead curious now.
58:40[laughter] And uh but I basically got
58:43slaughtered learning this.
58:45>> This will be acquisitionary binary. You
58:46know what I mean? Like be non-binary
58:48with your leads. like as many as you
58:49want.
58:49>> Yes. Yes. No, that's what I'm trying to
58:51do here. And when we did purchase leads
58:53and
58:54>> the unedited version, by [laughter] the
58:55way.
58:56>> Yeah. Go ahead.
58:57>> And when we started to, you know, stack
59:00the guys' calendars, there was a big
59:01culture shift.
59:02>> Yeah.
59:02>> Um where we actually saw like more buyin
59:05from the guys, but then like the door
59:06knocking just went because it was
59:08easier.
59:09>> It was way easier.
59:10>> Yeah.
59:10>> But um like our CAC and all that was
59:14absolutely horrid, right? So, I'll spend
59:16like $7,500 just to acquire
59:19>> one customer over the summer.
59:20>> Um, and it wasn't sustainable. So, I
59:22>> What do you make from a customer?
59:24>> Um, on average $6,500.
59:26>> So, that does not work.
59:27>> No, it doesn't work.
59:28>> Yeah.
59:29>> And it was just like uh a lot of the
59:30marketing agencies that we worked with
59:32were like younger people. They were like
59:34using AI tools go high level like
59:36>> so we decided that we were going to
59:38build it inhouse.
59:39>> Okay. So with that being said, now it
59:41comes into, you know, a leadership issue
59:44because I need somebody that like knows
59:47how to, you know, market better than I
59:50do so that I can focus on training. And
59:54>> can I pause you real quick?
59:55>> Yes, please.
59:55>> Okay, cool. So you're at three, you want
59:57to get to 10. You rebuilt it from
59:59stormchasing to just straight up
1:00:01doornocking whenever. Fine. I think it
1:00:03was a good idea. Um, you had a
1:00:05doornocking team. You took the same
1:00:07sales guys, brought them on leads that
1:00:09you got them. They got lazy, fat, and
1:00:11don't want to do door doornocking
1:00:12anymore.
1:00:13>> So, great rule number one, outbound and
1:00:15inbound are separate teams.
1:00:16>> Yes.
1:00:18>> Um, inbound is what you graduate to.
1:00:22>> And so, if you're an absolute savage,
1:00:24like you just take children's souls and
1:00:26just rip them out every day because
1:00:28you're a terrible person. Um, but you're
1:00:30you're just unbelievable at sales. Then
1:00:32and only then do you get the opportunity
1:00:34for me to feed you leads because these
1:00:37are the most expensive leads that we
1:00:38have to work very very hard for to make
1:00:40sure and like we cannot waste them on
1:00:42anybody who cannot close everything.
1:00:44>> And so thank you. I thought that was an
1:00:46amen. Um and so and so so first off is
1:00:50the team should be separate but you're
1:00:51in this mix now. You're in a little bit
1:00:52of a mess. And so my my two cents would
1:00:55be like take the because I'm sure their
1:00:57commissions have gone down since they
1:00:58now are selling nothing basically.
1:01:00>> Yes.
1:01:00>> Yeah. So I would say guys my [ __ ] up. I
1:01:03went to this thing. He told me I did
1:01:04this big boo boo which is inbound and
1:01:06outbound were together which is not how
1:01:07it should be.
1:01:08>> Everybody get back on the streets. You
1:01:09guys do that. And then for the absolute
1:01:11savages of you because you can usually
1:01:13have far fewer people on inbound. That
1:01:15becomes the Christmas tree of the career
1:01:17path
1:01:18because on inbound I can feed you and
1:01:21you can do like five sales a day. You
1:01:23can't do that door knockocking,
1:01:24>> right? But I c you can do it if I'm
1:01:27feeding you leads that are already
1:01:28qualified, already set, already gone
1:01:29through a VSSL, whatever. Um, in the
1:01:31sales motion and then those guys can
1:01:33absolutely clean up, but you get you
1:01:35earn the opportunity to get that level
1:01:37of commissions. Now, the commissions
1:01:38structure should also be different on
1:01:40inbound because you have to pay for
1:01:41those leads. So, it's a different role.
1:01:44They graduate to it. It's more volume,
1:01:46lower per, but it's more reliable, which
1:01:48guys with families, things like that. If
1:01:49you have a bad day, you close two and a
1:01:51good day, you close seven. It's
1:01:52different than you have a bad day, you
1:01:54can close zero zero zero, right? It's
1:01:56much more uh it's much more stressful.
1:01:58And so guys will be happy to even give
1:02:00up. They'll even make the same money,
1:02:02but have it be more reliable. They'll be
1:02:03make and you don't have to be in the
1:02:04sun.
1:02:05>> So
1:02:06>> So then we should hire for inbound
1:02:08sales.
1:02:09>> Yeah. Or take one of the guys you have
1:02:10who's really good at it. um and put
1:02:13everybody else back on the street so
1:02:14that you just funnel everything to that
1:02:15guy who because then you can iterate
1:02:16faster because you're new on this and so
1:02:18>> you want you never want to have too many
1:02:20news because kind of like the brick
1:02:22analogy I gave at the beginning the more
1:02:24news there are the more likely
1:02:25something's going to [ __ ] up right and
1:02:27so it's like I know this is a absolute
1:02:28savage salesperson if they're closable
1:02:30he'll close them or she'll close them
1:02:32and so then the only variable we have is
1:02:34just what offer source am I getting and
1:02:37like what process are going from lead to
1:02:39talking to them those are the only
1:02:40variables you have to play with and you
1:02:42control. It's much easier to iterate on
1:02:43that and then get it to go faster.
1:02:45[snorts]
1:02:46>> Okay.
1:02:47Okay. And then Okay. So then I want to
1:02:50hire a marketing director or leader
1:02:54>> um to manage that. Now Tim like was
1:02:58blowing our minds in the workshop. Like
1:02:59>> he does he does do that. Our Asian Clark
1:03:01Kent.
1:03:01>> Yeah. It was it was Yeah.
1:03:03>> racist today. [laughter]
1:03:05I I was almost going to say he was a
1:03:07ninja, but I I didn't want to. Yeah, he
1:03:10was in. Anyways, so um
1:03:13>> he's Chinese. I'll have you know. Um
1:03:16[laughter]
1:03:16>> samurai. Samurai. Um
1:03:19>> um
1:03:19>> you're good. Keep going.
1:03:20>> But he was talking about when when
1:03:21another guy was talking about a
1:03:24constraint and he was talking about the
1:03:25trade-off of okay, so you you know you
1:03:27could spend $6,000 a month. You don't
1:03:29want to spend you know basically hundred
1:03:31grand to replace the person. What I'm
1:03:33trying to figure out is I think I' I've
1:03:36answered my own question. I won't keep
1:03:37going here. Um it's I've been working on
1:03:39the wrong problem I think is what the
1:03:41situation is.
1:03:42>> And I'm trying to make simplify this for
1:03:44you. Outbound team goes out. Inbound
1:03:46team becomes the one guy. You need to
1:03:47hire a marketer person who actually
1:03:49knows what they're doing. Probably pay
1:03:50more than you expect, but then that
1:03:51person will be worth it. Your entire
1:03:52business is sales and marketing. So you
1:03:54should have the core elements of the
1:03:55business in house.
1:03:57>> Okay, great. Excellent. If you need help
1:03:58with the sales process, we can help.
1:04:00>> How do you make big triceps? Just
1:04:02kidding. [laughter]
1:04:04So current I moved from east coast to
1:04:06west coast, opened my office uh for over
1:04:10almost a year.
1:04:12>> Not making much.
1:04:13>> Okay. What do you what do you sell?
1:04:14>> I'm dentist.
1:04:15>> Okay. Got it.
1:04:16>> And uh my desire is to be five times
1:04:19more what I make by December.
1:04:22>> Okay.
1:04:22>> Is it like make it or break it?
1:04:24>> Sure.
1:04:24>> To be honest. And the obstacle mostly
1:04:26right now to having more patient.
1:04:28>> More patience.
1:04:29>> More patient. Is it possible to make it
1:04:31five times?
1:04:31>> What are you doing right now to
1:04:32advertise?
1:04:33>> Uh advertising mailers,
1:04:36um Yelp, and some
1:04:41uh Google.
1:04:42>> Yeah. Everybody's you're like you're
1:04:43you're advertising just like it's 15
1:04:45years ago. That's all.
1:04:46>> Yeah.
1:04:46>> So, you just need to advertise like it's
1:04:482024. So, it's going to be content on
1:04:51social media. It's before and afters of
1:04:52people getting their teeth done and you
1:04:54running social ads uh locally, which
1:04:56luckily is very easy to do. like local
1:04:59ads, you don't like the hardest part
1:05:00about paid ads is targeting. And so the
1:05:02advantage of being local is you just you
1:05:05drop a pin on the map and you say
1:05:07anybody who's in a 10 mile radius of
1:05:09here, show this before and after put a
1:05:11an opt-in form and you just have your
1:05:14front desk call them and schedule an
1:05:16appointment. And if you want, you can
1:05:17just have an automated on the thank you
1:05:19page and then they select it. And then
1:05:20when this when the uh the secretary
1:05:23calls to confirm the appointment, you
1:05:25get a card uh for a no-show fee because
1:05:27it's be cold traffic because you're not
1:05:28going to want to deal with no shows. And
1:05:30if they're like, "Why do I have to put a
1:05:31card down for an appointment?" She's
1:05:33just going to say word for word, this is
1:05:34how we've always done it.
1:05:37Works every time.
1:05:40Dead serious.
1:05:42I mean, that's it. Like you need to run
1:05:44before and like you probably won't be
1:05:46able to run before and afters on ads.
1:05:47You can make them for content. Uh, in
1:05:50terms of the ads, do you do like
1:05:51Invisalign or do you have some sort of
1:05:52like specialty that you do?
1:05:53>> Yes, all of them.
1:05:54>> Right. So, then you just just give off,
1:05:55you know, give a $1,000 off of
1:05:56Invisalign or $2,000 off of Invisalign.
1:05:59Um, an alternative strategy if you
1:06:01really want to if you really want to 5X
1:06:02this year. How how seriously do you want
1:06:04to 5X?
1:06:05>> Very serious.
1:06:06>> All right, cool. Then do this. Uh, give
1:06:08away a free pair of Invisalign uh uh as
1:06:11your ad. Be like free Invisalign
1:06:13giveaway. uh and then have you know run
1:06:17it in this radius and then do a
1:06:19countdown being like seven days away,
1:06:21six days away, three days away. You just
1:06:22message and text people until the
1:06:24drawing happens and then select a winner
1:06:27and then call everyone else who opted in
1:06:30and say you got second place and second
1:06:33place is $2,000 off of this. When do you
1:06:36want to book it?
1:06:41>> Do that.
1:06:42>> Which platforms? Just meta. Meta will be
1:06:44fun.
1:06:45>> My name is Cassie. I have an indoor
1:06:48children's play park. Um, I do 1.1
1:06:53million in revenue. I believe that I
1:06:56should already be at 1.5, but have
1:06:59capacity to be at two with this
1:07:01location.
1:07:02Um, we do about 36,000 play visits a
1:07:05year and that does not include field
1:07:08trips or birthday parties. That's just
1:07:10people coming in to play. The Play is
1:07:13our best seller. We do more than half a
1:07:16million dollars in that. And that's
1:07:17always what we've been focused on, but
1:07:19it's our lowest value acquisition
1:07:22channel. And so I believe that I need to
1:07:25be switching some focus over to birthday
1:07:27parties because it's a higher value
1:07:30entrance and it also brings in multiple
1:07:34new families to the park in bulk.
1:07:37So I think that's what I need to do.
1:07:40>> Okay. So when you say so we're thinking
1:07:43like Chuck-E-Cheese.
1:07:44>> No, think like a traditional outside
1:07:48park.
1:07:48>> Okay.
1:07:49>> But indoors and on steroids.
1:07:51>> Okay. So gyms and
1:07:54>> Yeah. But like traditional imaginative
1:07:56play. So um multiple play structures.
1:08:01It's 20,000 square feet.
1:08:03>> Yeah. Yeah. Got it. Okay. Um All right.
1:08:06Are there trampolines?
1:08:07>> Are there? No. No. Just curious. No,
1:08:10actually we're separating oursel from
1:08:12from the trampoline market. We are
1:08:14positioning play, not fun.
1:08:16>> Not bounce, play.
1:08:18>> Yeah, exactly. Yes, that's our category
1:08:20is play. [laughter]
1:08:22>> Um, okay. So, uh, you have the capacity
1:08:26at two, you're 1.1 um, and you want to
1:08:29do more and most of that will be margin.
1:08:31So, that's a good thing, right? Um, what
1:08:34do you know what LTV CAC is on either of
1:08:35those channels? Yeah. So, our play LTV
1:08:39is $450
1:08:42for lifetime value. Um,
1:08:45>> our acquisition is $15.
1:08:48We hardly advertise at all.
1:08:50>> Chill.
1:08:50>> Um, lots of word of mouth referrals. Um,
1:08:54>> and then for our birthday party,
1:08:56>> Yeah. for a birthday party, it's about
1:08:57$550. So, if I can take those play
1:09:00visits and combine it with with a
1:09:03birthday party, they book a
1:09:04>> 450 as in $4.50.
1:09:06>> No, $450.
1:09:08>> Okay. Right. Okay. So, $15
1:09:10>> play.
1:09:10>> Okay. Hold on.
1:09:11>> $450 average lifetime value if they just
1:09:14play.
1:09:15>> Okay. Hold on. So, we have machine
1:09:18number one, right? Which we put in $15,
1:09:22right?
1:09:23>> And that turns into $450.
1:09:26Machine number two, we put in how much
1:09:29>> that all of our marketing is just in
1:09:31one. So I would say still 15. I haven't
1:09:34actually separated that out.
1:09:35>> Okay. But it ends up being $550.
1:09:38>> Yeah. If they just book a party.
1:09:42If I combine those, like they come in to
1:09:44play and then they're like, "This is
1:09:45awesome. I want to have my birthday
1:09:46party." So they do their birthday party.
1:09:48That's 550. And then they come back and
1:09:50continue to play.
1:09:51>> Uhhuh.
1:09:53>> These feel really close.
1:09:56Well, so my lifetime value we are
1:09:59guesstimating we're only in our third
1:10:00year.
1:10:01>> Okay, that's I usually just do it on
1:10:03year year one anyways because you're not
1:10:04worried about from a CAC perspective.
1:10:07>> Okay,
1:10:08>> these still seem really close to me.
1:10:11So let me ask you the the really
1:10:13important question.
1:10:20>> Which part? Why don't we do more
1:10:22>> of
1:10:23>> either?
1:10:24>> Okay, so we had been focused on the play
1:10:27passes and memberships as our big,
1:10:31>> but we don't do as many birthday parties
1:10:33as we could, and that's like a faster
1:10:37>> revenue injection.
1:10:39>> Well, it sounds like you just need a
1:10:40sales motion that connects
1:10:44this to this.
1:10:45>> Yes. Yes. Or
1:10:47>> what percentage of people go from here
1:10:48to here?
1:10:50I don't know. I don't know that
1:10:51actually.
1:10:52>> Do you have a sales motion that gets
1:10:53people from here to here?
1:10:54>> Um, other than like our regular emails
1:10:56that go out after they come into play
1:10:58and
1:10:58>> has to be in person.
1:10:59>> So, basically like is the parent there
1:11:02the whole time?
1:11:03>> Yes.
1:11:04>> Okay. So, we just need to install
1:11:07basically a check-in and checkout
1:11:08process. I'm sure you have some check-in
1:11:10process, but we need to have it so it
1:11:12seeds the sale.
1:11:13>> Okay.
1:11:13>> Right. And so, I would every single
1:11:15person who comes in, my first question
1:11:17would be like, "Are you here for a
1:11:17birthday party?" Mhm.
1:11:19>> I know they're not here for birthday
1:11:20party, but I want them to [laughter]
1:11:22>> Okay, that makes sense. Yeah.
1:11:23>> I want them to know that we have
1:11:24birthday parties.
1:11:25>> Okay, got it.
1:11:26>> Some say, "Hey, are you here for a
1:11:27birthday party?" They're going to say,
1:11:28"No, and it's like, oh, crazy, huh? Oh,
1:11:30what are you here for?" And they're
1:11:31like, "Oh, to play." You're like, "Oh,
1:11:32wow. Just on your own. Okay, no friends.
1:11:33Oh, f crazy, right? [laughter]
1:11:36Poor you.
1:11:37>> They're alone.
1:11:38>> Your kid doesn't know anyone." Um, ready
1:11:40to be alienated? Right. Right. Okay. Uh,
1:11:43estranged. Anyways, so uh we'd have them
1:11:46come in, right? Uh then, you know, get
1:11:49the kid kid all sorted
1:11:51>> and then that's when I think the parent
1:11:53sale probably happens in between there.
1:11:55And when the kid comes back and he's
1:11:56exhausted and he's like he's like,
1:11:57"Wasn't this great?" It's like, "Hey, so
1:11:59when when are you guys like when do you
1:12:00guys have your birthdays? What what are
1:12:02you doing for the major three events
1:12:03that kids have?" You have birthdays.
1:12:04What else do you have? I'm sure there's
1:12:05other ones.
1:12:06>> Well, for the kids.
1:12:07>> Yeah. Anything else besides birthdays?
1:12:09>> Um Oh, do we offer
1:12:11>> Yeah. Yeah. What do people
1:12:12>> Field trips, birthday parties, summer
1:12:13camps, school holiday camps.
1:12:16>> Great memberships.
1:12:17>> Yeah. I mean, that's a lot. That's
1:12:18that's tough. Um, so I would ask
1:12:20questions about those things
1:12:22>> right as they're kind of checking out,
1:12:24getting their shoes, getting all, you
1:12:25know, red cheeks, whatever.
1:12:26>> Um, and I'd be like, well, why don't we
1:12:28get you back from today and just get it
1:12:31booked because we book out.
1:12:33>> So, if this was fun, let's just get it
1:12:34on the calendar
1:12:35>> as an in person.
1:12:37>> Yeah.
1:12:37>> Like as they're leaving, like
1:12:38>> like a sale. Here's some information
1:12:40about our birthday parties.
1:12:43>> Yeah. Yeah. So, I say this and it like I
1:12:46know everyone, you know, laughing what
1:12:48not, but um when we when we uh acquired
1:12:51the the the teeth whitening chain that
1:12:53we're invested in, it was a business
1:12:55just like yours. The economics were
1:12:57great, super low CAC. Um but the one
1:12:59thing is that people were just coming in
1:13:01the teeth whitening and they were like,
1:13:01"Hey, give us a call when you get your
1:13:03teeth whitened again." Uh, and so we
1:13:05were like, what if we sold people plans
1:13:07of teeth whitening and we made sure that
1:13:09everyone came back and that 4xed the LTV
1:13:12and a 4x is a lot on a business.
1:13:15>> Mhm.
1:13:16>> And that's what allows you to really
1:13:17scale.
1:13:18>> And so right now you literally are just
1:13:20missing a sales motion,
1:13:21>> okay,
1:13:22>> on the front and back end.
1:13:23>> Okay.
1:13:23>> I don't So one of the big rules, this
1:13:25goes for everybody. I I do not try to
1:13:28get the customer to want something
1:13:30different.
1:13:32When you find a front, the hardest thing
1:13:33to find is a front end. What's the offer
1:13:35that people will come in the door for?
1:13:37Once I get the people in the door, I'll
1:13:39fix the rest. But if people are coming
1:13:41in for play, then let them come in for
1:13:43play. Then we'll sell everything else
1:13:45for LTV. So it's like we have to give
1:13:47them what they want so we can give them
1:13:48what they need. To give them what they
1:13:49need is the sales motion, education so
1:13:51that they buy the next thing.
1:13:53>> That's what's missing.
1:13:54>> Okay. But you would do that like in
1:13:57person, not necessarily like paid
1:13:59marketing or
1:14:00>> Well, whatever you're doing right now to
1:14:01get people in the door is what I would
1:14:03do.
1:14:03>> Okay.
1:14:03>> And then we attach this and then you'll
1:14:05make way more money cuz like if you
1:14:07double LTV, you're at 2 million. And
1:14:08honestly, super doable with what you
1:14:10just said.
1:14:10>> I really like super doable.
1:14:13>> So I would be like, if we can do one
1:14:14thing to get to 2 million, why do five?
1:14:16>> Okay. Okay. Great. Thank you.
1:14:19>> Appreciate you.
1:14:20If you like this video and you're a
1:14:22business owner who wants to break
1:14:23through your current revenue ceiling, I
1:14:24distilled every lesson from scaling 10
1:14:26businesses past 10 million and three
1:14:27businesses past 100 million into a
1:14:29completely free scaling road map that
1:14:31I've used to go from 0 to 1, 0 to 10,
1:14:33and 0 to 100 plus. And so you can click
1:14:35here and you can check it out. Again,
1:14:37absolutely free. And since you're a
1:14:38business owner, appreciate you. And uh
1:14:39enjoy.

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