I Helped 6 Business Owners Make More Money

Summary

The video discusses various strategies for generating leads, emphasizing three main methods: manually assembling lead lists, buying leads from brokers, and scraping leads using software. The speaker shares a preference for starting with scraping due to cost efficiency and explains a process for testing different platforms to maximize response rates. The conversation also touches on offering value to potential leads, changing environments for personal growth, and managing relationships. Additionally, the video addresses balancing free value with paid offers, launching new gym locations, and creating strategies for lead generation in enterprise B2B markets.

Takeaways

• 📝 There are three primary methods to generate leads: manually assembling a list, purchasing leads from brokers, and using software to scrape leads.
• 💰 Starting with lead scraping is often the most cost-effective method, allowing for the testing of various platforms to determine which yields the highest response rate.
• 🤝 Building relationships by offering something of value for free can significantly increase response rates and lead to more meaningful conversations with potential clients.
• 🚀 The importance of providing exceptional value upfront to build trust with an audience, which can lead to higher conversion rates when transitioning to paid offers.
• 🔄 Changing one's environment and the people around them can lead to changes in behavior and mindset, which is crucial for personal growth and success.
• ⏳ The value of cutting out non-beneficial relationships and activities to make room for those that contribute positively to one's goals.
• 💡 The concept of 'lead with value' involves offering something that people would normally have to pay for, to stand out in a competitive market.
• 🎯 Focusing on a niche and mastering a specific skill or service can lead to becoming an expert in that area, which is more effective than spreading efforts across multiple areas.
• 📈 The strategy of pre-selling to reach full capacity at launch, which can help ensure profitability from the outset of a new venture.
• 🤔 The necessity of aligning with partners who share the same vision and goals, and the importance of clear communication and setting boundaries in professional relationships.
• 🛠 The emphasis on character and leadership as critical factors in scaling a business beyond just the acquisition of skills and customers.

Q & A

What are the three main methods to obtain leads as discussed in the script?

The three main methods to obtain leads mentioned are: manually assembling a leads list, buying leads from brokers, and scraping leads using software.

Why does the speaker prefer to start with lead scraping when possible?

The speaker prefers to start with lead scraping because it tends to be the cheapest method and allows for testing different platforms to see which yields the highest response rate.

What is the speaker's strategy for testing different lead sources?

The speaker's strategy involves taking the top four or five lead sources from a Google search, running searches for their target avatars using each platform, and then taking a sample of 100 or 500 leads from each to see which platform gets the highest response rate.

What is the speaker's approach to reaching out to leads?

The speaker's approach to reaching out to leads involves offering something of value for free that they would normally have to pay for, in order to stand out and get a response.

How does the speaker suggest structuring a free offer to attract leads?

The speaker suggests giving something free that has real value and that people would normally pay for, rather than something that everyone else offers for free. This creates a better frame for conversation and increases the likelihood of a response.

What personal life changes does the speaker recommend to support growth and progress?

The speaker recommends changing one's environment, which may involve moving to a new location, cutting out certain people who do not contribute to future goals, and focusing on activities that align with one's objectives.

How does the speaker suggest managing different personalities in a business partnership?

The speaker suggests identifying what each partner needs to feel comfortable with the pace of the business, creating a checklist of requirements that, if met, will satisfy both partners and allow for continued growth.

What is the speaker's view on the importance of character in scaling a business?

The speaker believes that while skills are important for growth from a thousand to a million, character becomes the differentiating factor as one scales from a million to a billion, with leadership and the ability to attract talent being key.

How does the speaker approach the concept of offering value in the enterprise B2B landscape?

The speaker suggests offering gated content such as white papers and industry analysis, which provide value upfront and can be used as a starting point for sales conversations.

What is the speaker's advice on dealing with the length of enterprise sales cycles?

The speaker advises setting the expectation that the sales process can be much quicker than the typical enterprise cycle, emphasizing the importance of having focused meetings to expedite the process.

How does the speaker define the difference between a successful individual and a successful business?

The speaker defines the difference as the ability to attract talent, stating that a business's scalability is often measured by the quality of people it can attract, which in turn depends on the business's brand and training pipeline.

Outlines

00:00

🔍 Lead Generation Strategies and Value Offers

The speaker discusses three primary methods for generating leads: manual assembly, purchasing from brokers, and using software to scrape leads. They express a preference for scraping due to its cost-effectiveness and describe their process of evaluating different tools by testing them with a sample of leads to determine response rates. The conversation shifts to the concept of offering value for free to attract leads, emphasizing the importance of providing something of high value that typically requires payment. The speaker also shares insights on personal development and the necessity of changing one's environment and social circle to foster growth and progress.

05:01

🏋️‍♂️ Balancing Personal Life and Business Growth

The speaker reflects on their personal journey of balancing life and business, highlighting the sacrifices made to achieve success. They discuss the importance of giving up certain activities and adopting a new mindset to focus on business objectives. The narrative includes a Facebook live experience where the speaker was exhausted from long work hours and emphasized the need to give up leisure activities to make room for new opportunities. The speaker also touches on the idea of connecting with like-minded individuals online and the importance of being willing to let go of old habits and relationships that do not contribute to one's growth.

10:01

🤝 Building Trust and Conversion Through Value

The speaker elaborates on the strategy of offering free value to build trust and increase conversion rates. They argue that providing something of significant value for free can lead to higher customer acquisition and retention. The speaker shares personal examples of investing extensive time and effort into creating high-quality content or products, which can then be given away for free to attract an audience. They emphasize that the quality of the free offering should be so high that it naturally leads to people wanting to pay for additional offerings.

15:02

🏢 Launching a Gym Business with Strategic Planning

The speaker provides advice on launching a gym business, focusing on the semi-private model and the importance of targeting a higher-income demographic. They discuss the financial aspects of the business model, including profit margins and operational efficiency. The speaker also emphasizes the importance of pre-launch strategies, such as pre-selling to ensure a profitable start. They share insights on lead generation, marketing, and client retention strategies essential for a successful gym launch.

Keywords

💡Lead Generation

Lead generation refers to the process of identifying and cultivating potential customer interest in a product or service. In the video's context, it is a core strategy for business growth discussed through various methods such as manual assembly, purchasing from brokers, and software scraping. The script emphasizes the importance of finding the most effective lead source to maximize response rates.

💡Tech Startups

Tech startups are new businesses focused on innovative technology products or services. The script identifies tech startups, particularly those in the B2B, B2C SaaS sectors, as the target market for the lead generation strategies being discussed. They represent a significant segment of the modern business landscape that requires custom software solutions.

💡B2B and B2C SaaS

B2B (Business-to-Business) and B2C (Business-to-Consumer) SaaS (Software as a Service) refer to the models where software is provided over the internet. The script mentions these as key avatars for lead generation, indicating that businesses offering services to other businesses or directly to consumers are the target audience for the sales strategies discussed.

💡Value Offering

A value offering in the script refers to providing something of worth for free to attract potential customers. It is a strategy to initiate engagement and build trust. The video discusses the importance of offering something that people would normally have to pay for, to stand out and create a compelling reason for leads to respond.

💡Conversion Rate

Conversion rate is the percentage of leads that become customers. The script discusses improving conversion rates by building trust through value offerings before making a sales pitch. It suggests that by providing value upfront, a higher percentage of leads can be converted into paying customers.

💡Environment Change

In the context of personal development discussed in the video, changing one's environment is a strategy to alter behavior and habits. The script suggests that by changing where you live or who you associate with, you can create new conditions that promote desired behaviors and facilitate personal growth.

💡Skill Stacking

Skill stacking is the concept of acquiring and layering various skills to increase one's value and capabilities. The script touches on this idea when discussing business growth, suggesting that mastering a series of skills in sequence can lead to greater success in business operations and scaling.

💡Enterprise B2B Landscape

Enterprise B2B refers to the business-to-business sector involving large corporations. The script's latter part discusses strategies for generating leads and cultivating customer relationships within this high-level business environment, emphasizing the importance of adapting sales approaches to suit the complex needs of large organizations.

💡Content Marketing

Content marketing is a strategy that involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience. The script mentions gated content as a lead generation tactic used by large corporations like McKinsey, where valuable content is offered in exchange for contact information.

💡Gated Content

Gated content is online material that requires users to provide some form of personal information, such as an email address, before they can access it. The script discusses this as a common lead generation strategy in the enterprise B2B landscape, where companies use valuable resources like white papers to capture leads.

💡Personal Transformation

Personal transformation refers to the process of changing one's lifestyle, habits, or mindset to achieve personal growth. The script shares a personal story of how the speaker underwent a transformation by cutting out certain people and activities from his life to focus on his goals and long-term growth.

Highlights

Three primary methods for obtaining leads: manual assembly, purchasing from brokers, and scraping with software.

Preference for starting with lead scraping due to cost-effectiveness and using search tools to find potential leads.

Importance of testing different lead sources to determine the highest response rate for effective lead generation.

Strategies for reaching out to leads effectively, including leveraging value-based offers to initiate engagement.

Concept of offering something of value for free that people would normally pay for, to stand out and attract leads.

Discussion on personal development and the impact of environment on behavior, suggesting a change in environment to foster growth.

Advice on cutting out negative influences and focusing on relationships that contribute positively to one's future.

Importance of giving up certain activities or hobbies to create time for more productive pursuits aligned with one's goals.

Approach to family dynamics, setting boundaries, and ensuring mutual benefit in relationships.

The balance between offering free value and transitioning to paid offers, emphasizing the importance of adding value to earn trust.

Ideation process for creating exceptional products or services, highlighting the necessity of deep work and focus.

Transcripts

there's three ways you can get leads

right one is you can manually assemble

the leads list the second way is that

you can buy leads from Brokers the third

way is that you can scrape leads using

software for me I usually will start

with

[Music]

Zev what's up man how's it going good I

have two questions

um sort of both different topics but the

first one is more lead related

struggling to figure out which method is

the best method to focus on so I don't

feel like I'm wasting my time you know

doing something to try to get leads who

are you going after the three main

avatars would be like Tech startups B2B

b2c SAS and then really any company that

has like a custom software so there's

three ways you can get leads right one

is you can manually assemble the leads

lists the second ways that you can buy

leads from Brokers and the third way is

that you can scrape leads using software

I usually will start with uh scraping if

I can because it tends to be the

cheapest and so I'll use like if you

just Google tool for whatever like what

you're referring to yeah yeah and then

I'll take the top four or five of them

and I'll run my search for avatars into

each of them and then I'll take a sample

of like let's say 100 or 500 leads of

each work all of them see which ones I

get the highest response rate and then

I'll double down to whatever platform

got me the highest throughput you're

saying which platform gets you the

highest response rate that we're

referring to which lead Source yeah I

mean in terms of reaching out to the

actual leads itself I reach out on

everything that sort of ties into the

next thing so one thing I've been

thinking about is you know how you talk

about to lead with sort of with value

offer something essentially for free so

that's like a big thing where I'm just

like not really sure how to even figure

out what we could offer being that like

am I like stepping is this like stuff no

you're good this is like I go through

this literal step-by-step process in the

book of everything that you're saying so

it's like how to figure out what you're

going to give the person for free how to

structure it how to make like here's the

script to get replies all that stuff

um so the good news is the book will

solve your problem but the best

framework that I can use for coming up

with things that people will reply to is

give them Something Free that they would

normally pay for so rather than be like

I made this amazing thing but if it's

the same free valuable thing that

everyone else gives then how you know

how good is it you have to compete being

significantly better but if you just do

something that normally other people

charge for even on a micro level and

they can ascribe real value to that

people will respond to you and then then

you're operating on a you're in a way

better frame and then you can have a

much better conversation the other thing

was more like on a personal side so if

we could just sort of step back when you

were sort of going through that you know

volatility of you had like success then

big failures and come back up in terms

of how you like structured your life if

you did it all so that you push put

yourself in the best position to where

like you're cutting certain people out

maybe you're bringing certain people or

that might be even resources for skill

development or whatever in how do you go

about doing that so that you're not

um doing things that don't really help

you move forward and grow uh long-term

big picture yeah so it's it's a really

good question because the number one way

to change your behavior is to change

your environment so if you change the

conditions you'll behave differently

right like if you're there's a red light

you act differently than a green light

and so that's a micro example of how we

act like in Baltimore when I live there

I act differently than when I moved

because I had I've had a clean slate

like I didn't have to talk to old

friends that would treat me a certain

way that then I would respond to in the

way that I didn't want to right and so

first thing from a people perspective

like I think a lot can be gained from

literally just moving 30 minutes away

like even if you like I can't move out

of you know I'm not going to move from

Baltimore to California okay that's fine

just move to the other side of town just

get just get out of the micro

environment the second thing that'll

then lead to is the people that you will

frequent will change right and I think

that you'll have to get accustomed or be

okay with the fact that you will lose a

lot of friends

and that's not a bad thing because the

thing is is like if if all you have in

common continues to shrink and shrink

and shrink and the only thing you have

left to talk about is the past remember

the good old times remember that time we

got so drunk at rippies you know I mean

like whatever then like they're not

trying to help you create the future

that you are ultimately looking for and

it just like I will say that as I've

gotten you know

further along in that path my time to

cutting people has just shrank because

if I figure if I'm going to cut this

person eventually I might as well cut

them now and start enjoying the benefits

of of not having them in my life and

having all this back and it's like all

those time if I have somebody just keeps

inviting me to and then making me

feel guilty or if I go out and they're

like why aren't you drinking or like why

aren't you like oh he's on another diet

you know whatever it's just like you're

not help like just asking the question

like how do you think what you're saying

is going to help me

and if there's like well I'm just giving

you a hard time it's like yep understood

how is that going to help me it's not

okay so like either change your behavior

or I will change it for you meaning I

will just not have you in my life the

third piece is that I remember there's

this video I had just uh opened my sixth

location and I was looking to open seven

through ten and I had already mapped out

where I was going to be opening them for

my for my gems

and I remember I did this Facebook live

and I was like beat up you know I mean

like I was tired I was taking I was

doing 12 hours of days of sale so I was

taking sales sales from eight to eight

every day and then I would still do the

rest of my work before and after that

and somehow trying to work out during

that period I remember saying what are

you willing to give up so I made this

live it was like these are all the

things I'm giving up now so like these

are things that I used to do that I'm

not going to be doing anymore so I was

like I'm not following the Ravens

anymore so I was a Baltimore Ravens I

was like I'm not I'm not watching

football I'm not looking at Fantasy I'm

not going to build a team I'm just on

Sundays I need to work like I can't give

the three hour I can't do it so I gave

up football I gave up Netflix I was like

that night time where like normally I

like d you know decompress I was like I

don't have time for that right now like

I got to process payments I gotta

process contracts I got filed with leads

and do reminders for the next day and so

it was changing where I was places wise

being okay with the fact that I was

going to have a period of a little bit

more Solitude because as soon as you cut

things you create room you create a

vacuum but new people will come in who

are like in this world and I would

recommend just connecting with people

online because there's so many there's

such bigger communities of people who

are trying to do the same thing online

versus wherever you're at locally right

and then the third is it's just like

what are my behaviors what are the

things I'm going to give up

in order like because you got to make

room like you only have 24 hours right

so it's like what are the things that

aren't getting me where I want to go and

the thing is if you just say I'm not

going to do those positive behaviors

will fill the Gap I think for me it

comes to more maybe a family side of

things or like those people I have a

different way of dealing with them their

family but like I don't know how to

necessarily navigate that so two things

first off I have very extreme views on

this so like just take that with a grain

of salt that you will right if we Zoom

all the way out like I didn't choose to

be born that was forced on me and so

like I don't feel like I owe anyone for

that right now that being said I believe

in Fair exchange or abundant exchange

meaning like I'm gonna make everybody in

my life's life better for being there

but I want them to also make my life

better right and so I think the first

layer of this is approaching it with

absolute Candor which is like what you

would tell me being like man my dad you

know he just treats me like I'm a kid he

always brings up these things like when

I was 14 years old and he keeps saying

up you know zeb's got a short temper you

know like my dad says that he's like

you're such a short temper right you

just always tell me that and so you have

to reset like you have to reset like

these are the rules of engagement like

if you want me in your life this is what

is required for me which is like you

cannot speak to me this way like if you

know your your big Uncle grabs you by

the neck and he's like I look a little

nugget you know whatever something like

I'm not saying he's doing that but I'm

saying it as an extreme example like

what would you do there you you're like

No And it creates like it creates a

moment where they're like oh now they'll

then probably try and shake it I'd be

like dude I was just kidding it's like

it wasn't funny I'd be like it's just

you and me and I'm not laughing

and then it's like whoa that's a new

tone right and so like you have to reset

boundaries have to reset the Rules of

Engagement and then the thing is is that

you have to enforce those which means

that at a certain point you have to

decide that I'm going to decrease my

communication Cadence I'm going to

decrease my proximity to you I'm not

going to be I'm not going to be as

accessible when you text me it might

take me a couple days to respond right

when you say Hey you gotta admit I might

not have a minute right like you have to

earn that

and like the fact that you are family

gives you more leeway

but not infinite and so one of the

unfortunate things about family is that

we treat family worse than anyone else

because we think that we can't lose them

and so I reject that notion entirely I

just I just don't I I believe in

treating everyone the same family and

stranger

and then if I can benefit them awesome

and if they can benefit me awesome and

then we both keep Like Loving our

relationship because we don't feel like

we're owed anything and so that's that's

bi-directional though because that's the

thing is if you're gonna play this game

in my opinion this is the way I play it

which is that you're like listen

I don't owe you stuff but it means I'm

also not going to say you owe me

anything and like we're starting there

that's how I approach those things

thanks for taking my questions

appreciate itself appreciate you good

luck man

hey Alex how is it going Selena what's

going on how do you strike the balance

between offering free value to pay

offers like when is the perfect time to

make that switch

so you give until they ask simple as

that you give and you keep giving and

you keep giving and you keep giving

until eventually people are like dude

what else do you have can I get this

from you like dude you've helped me so

much like could is there and what

happens is you'll start hearing what

different people want from you and then

you'll start noticing the common thread

and then you can ask permission from

your audience of the people that you are

providing this value to be like hey if I

did something like this would you guys

be interested and then take a take a

poll very easy right and if they say

lots of them say yes then it's like now

you have permission from the audience to

then say cool well I'm gonna go spend

three months building this for you and

I'm gonna give it to you guys just

because you give things away for free

does not mean that everything that you

do is free we give free stuff in order

to get more people interested and earn

more trust so that a longer time Rising

we can convert more people into

customers a purchase decision is a

prediction of future value right like

I'm gonna buy this thing because I

believe that after I buy it I'm going to

get in excess of whatever I paid for

right and the best way to increase some

increase someone's conviction that

they're going to get value from you in

the future is to provided value to them

in the present

and so that's the that's the whole game

and so I'll give you I'll give you a

different example so if I were to go up

to 100 people and say hey uh buy my

thing right I might get one person to

buy it because I might have caught them

on a good day and they're really

struggling whatever right

100 people and say hey can I solve one

of your problems for free

more than one person will say yes maybe

20 people will say yes and then from

those 20 people when you crush it for

them and then say hey by the way I

solved this first problem you now have

another problem that's a better problem

but it's still a problem and I can solve

that for you too in exchange for money

a way higher percentage of that 20 will

now take you up on the offer and then

you get half of those 20 to buy your

thing and you go from one sale talking

to 100 people to 10 sales so you can 10x

your conversion rate by just adding a

level of trust prior to the ask how do

you come up with idea and think about

okay

okay you have the idea honestly like

okay I'm gonna I'm gonna dive a little a

level underneath is that you're not

accustomed to the level of work that's

required like real talk you're just not

used to it that's okay my level of

output and my understanding of how much

work capacity I have has continued to

increase over time I've put 200 hours

into the presentation that I'm going to

be giving on Saturday

most people don't put 200 hours into

their product

it's just it's just orders of magnitude

in terms of difference and so like if

people saw how much time I put into the

things they wouldn't be surprised by the

value

they'd be like well that makes sense you

spent 200 hours on actually I'm a little

embarrassed for the guy he spent he

spent basically five weeks of work hours

to make one you know 90 minute

presentation

and so I think that if you were to think

about like for you to actually spend

legitimately like working out or spend

200 hours on making something really

good

and that doesn't mean making it longer

it means making it better

and then give that away for free

and then what happens is if it really is

good

people will then share it with other

people and then you get double effect

you get more people to take you up on

the free offer and then their friends

send you other people

there's so much more work that goes into

it I spent six hours a day for two years

on this next book I work from six to

noon every day and then I take my

meetings I did that every day for two

years

and now I'm releasing the book right and

I feel very confident that it's a good

it's a very good product right and so

again I think my level of work in terms

of hours is probably greater than what

you're doing and I have a lot of stuff

going on right

but you just have to be able to block

the time and say the first four hours of

my day every day for this month are

making this thing and I'm going to make

you exceptional and the thing is

document you making it

show people how much work you're putting

into it and then when you do have it

they're like wow she really did this she

didn't just whip up a PDF that took her

a day I used to think that a day of like

all right this took me a whole day a

whole day in my mind was a long time and

the nice thing is that the the really

valuable fruit are right in front of

everyone it just has a very tall ladder

so you just have to climb a lot longer

than other people will to go pick the

fruit but it's right in front of you you

just have to spend way more time making

the thing exceptional which also means

that all the other distractions that

you're probably distracted on right now

are these little side projects this is

me just guessing right now right you

have to cut that because what you

realize is the amount of work that's

required to make something exceptional

precludes you from doing multiple things

like you can't do multiple things well

you can do one thing exceptionally well

and that means that you have to say no

to everything else yeah how do you find

that exceptional thing then it's not

that you find it you make it the more

you do the better you get and the more

you pull the thread on any of the things

that you're interested in the deeper

you'll go on it because you will get

better at it by very the very fact of

how much volume you're putting into it

so whatever it is that you help people

with

the one that makes you the most money

right now ignore everything else ignore

the other opportunities and say like how

do I how do I make this even easier like

think about the value equation how do I

make it faster for them how do I make it

less effort for them how do I increase

their perception of the likelihood that

they're going to succeed which means

that you know what I've been offering

one product but I really have three

avatars and so I need to just make this

tiny tweak here so that this person and

this person and this person will be

successful now if I was going to lean in

even more I would say just pick one of

the three and then exclude the other

ones just Master a puddle just be queen

of a puddle

and then you can be queen of a pond and

then queen of a lake and then queen of a

bay and the queen of an ocean right like

but you got to start with the puddle

because you're like half and half out

between different ones figuring out

what's my thing that I'm really really

good at and like spend a lot of time on

and perfecting that don't even think the

thing that you're really good at because

you might not be that good at anything

right now and I'm not saying that I'm

not that's not a wrap I'm just saying

like that's not a dig I'm saying

do the one that you forget about time

while you're doing it

and then you will become excellent

because you'll be able to actually keep

working like you have to solve for what

is the thing that I can work the most

like this amount of work is required to

get where you want to go right to be

exceptional and so then what you solve

for is how can I find something that I

don't mind doing this much work of but

this much work is required no matter

what

and if you do this much work whether

you're learning to be the best plumber

or the best architect or the best

whatever weight loss coach

that like if you can do that and forget

about time you'll win when I started on

YouTube I told the guy that was editing

my thing I said listen I'll do I'll do

three videos a week for 10 years I was

like and then if we'll measure whether

it worked or not

he's like I've literally never had

anyone say that so like what now it's

just like you have you need a

perspective shift thank you so much for

the opportunity and thank you so much

for the answer

Joe what's up man how are you doing Alex

nice to meet you nice to meet you too

awesome

um my name is Joe I'm in the gym space

I'm in the Britain Water Gym space the

space you move I know some stuff about

it I know some stuff about it and uh I'm

one of those guys who uh read Jim

launched a couple years too late I'm a

little older so I made all the same all

the mistakes he's talking uh talked

about when I felt like when I read the

book I felt like I was reading uh Deja

Vu I was like oh my God all these things

happen to me so my question to you is

um me and my business partner Dan are

launching a series of semi-private

personal training Studios we're still in

that space and we're launching one

shortly and so using the 100 million

dollar leads book that's coming out and

some of the stuff from gym launch and

100 million dollar offers what would you

do to launch a gym our plan every six

months for the next few years uh you

know until we get a number that we're

happy with and we keep moving forward my

my preference my preferred model is one

of two right now you're already doing

one of them so I won't even get into the

other one but I love the semi-private

model

um I love that like 300 400 a month

price point

um two to three times a week

um I like going after

avatars that have a little bit more

money specifically uh because for them

you know they're not gonna not pay

during the holidays you know I mean like

for them they're not going to be like

you know Breaking the Bank over 300

bucks

um and the nice thing and I think this

is this is I got this from Rick uh Rick

Mayo of alloy

um that model allows you to get to about

five six hundred thousand a year with

you know 1200 square feet 1400 square

feet like super small footprint

um and a single manager who's got maybe

10 20 profit share maybe like 40 50k

base and two helpers right so it's a

very simple lean model uh one on six one

on eight depending on how you want to do

it

um and you all you have to do is get to

120 ish at the location and it's usually

50 margin I mean I I have over time

simplified and simplified the model so

that there's just so little operational

complexity so that you can scale and

because if you're familiar with dunbar's

number yeah so the reason I like this

model is that like most micro gyms cap

at 120 to 150 and it's because the

systems required to purposely

manufacture human connection becomes

significantly more complex as you cross

that barrier right and so rather than

create this very very complex machine to

make it run at 600 you know service

based members I'd rather just have a

model that runs very profitably at 120

to 150 members and so

um lead gen perspective number one is

that I would do a three-month pre-launch

number two is that I would

disproportionately spend on the launch

so I would I would put like 30 grand

into the pre-sales and I would open at

full capacity the best gym franchises

know how to pre-sell so that they are in

the Black in the first month and like

every time I opened a new location like

is the first location was the one that I

didn't learn that I learned about the

lesson on my first one because I thought

I was trying to get it open as fast as

possible so I could make money but with

every everyone after that I tried to do

pre-sales as long as possible so I could

make all this money and not have to pay

any expenses and so that way you can

also Focus too because you can just sell

for three months do nothing but work

leads and and close contracts and then

after that you sh I'm sure you're what's

your turn right now for semis uh right

now only about five percent okay I mean

I I would shoot for three you know what

I mean but five's okay

um you know if you've got let's let's

just say five right and you got 120

members it's six members a month you got

to replace like it's just like it it's

so easy to replace that

um and just expect like if if you have

and what's your price point monthly

about 400 okay so 400 so that's an 8K

LTV right in terms of Revenue not profit

but like akl TV like you should be able

to spend 500 bucks to a Car customer and

not even sweat on it and so like if you

pay up to 100 bucks a lead local so that

you can close 20 of those into contracts

I'm not saying those are good numbers

I'm saying those are exaggeratedly bad

numbers

you'd still be fine

right because even if you had to close

Six customers the month it's three grand

a month in ads just to maintain it's

nothing now in general once you talk

about you know doing your six-week

transformation yeah do you still

recommend that as the primary giveaway

because that's all the rapper

can change you know what I mean like I

always call it's just wrapping paper on

the present but like we're still doing

nutrition we're still doing workouts so

like whether I do you know six weeks 42

days 21 days 28 days you know belly fat

blast metabolic reset like you know slim

by Halloween you know Lean by Halloween

you know that it's slim for Santa

you know big booty boot camp free

six-week challenge 42 day detox like a

done them all like at the end of

the day like all of those are rappers

that you rotate locally just so that

your ads don't fatigue but you want to

always push it into the same sales

process so that the Ops don't change so

it's like the adult change and then you

get on the phone you're like hey what

made you sign up for insert name or

promotion they're gonna be like well I'm

kind of overweight and you're like great

what have you done so far right you

start going through it so my second

question is you know with a business

partner who you know we have kind of

like uh different personalities would

work really great together 17 years of a

great partnership how do we how do you

manage or what would you recommend my my

preferred mode is take risk scale fast

like we have momentum we're maxed out in

both our other gyms we have a great

local reputation and recognition and I'm

like let's do you know let's do 10 of

these in the next like three years and

he's like lose his mind over it like

he's more of a prove it guy in your

experience you know

what's better you know speed yeah or or

or prove it you're both right a good

partnership has a yes man and a no man

right and so like in my Dynamic with

layla it's like I'm yes she's no right

and that's basically how everything gets

managed if you're up to me we joked like

we would have 100 businesses if we're up

to her we'd have none he says no because

he's knowing how much work it is right

like if you're the promoter and the you

know CEO whatever you want to call it

then there's usually more like strategic

works there's leadership stuff but in

terms of like day to day they usually

bear the brunt of the work and so it

costs more to them it's more painful and

so I'll I'll give you my advice from

what I would do having now worked with

an implementer for a long time is I say

what would you need to see for us to be

for you to feel comfortable with us

doing that and then she'll say here's

the checklist if you do these things and

you make sure these are the things that

are that are done we can do the next one

and then that way we have an agreement

and it's like and to be clear if we do

the same checklist at location three you

feel good again like yeah I'm good again

if we have these things

and so and then you're and then you're

aligned and then it's like cool let's

just keep the party going that's perfect

yeah that's great that's great advice

thank you so much I'm really excited and

grateful for everything you've given out

to the community of strength for sure

appreciate it man thanks y'all

Nicole what's up I don't know if you

remember me we met at Eric's yeah

Mastermind so

since then I started a podcast

um doing pretty well I made most of my

money as a Creator doing brand deals so

for example I was big in in the crypto

space the second I started my podcast I

had like a six figure deal which coming

to an end I don't think it's going to be

renewed everyone that everyone that I

talk to is like Nicole you've grown on

all these social Pages

um not just my personal but like you

know other brands that where I'm like

curating other people's content and

everyone's like it's a no brain

or do a newsletter

um I talk I talked to sahil bloom for

example you know who sells ads in his

and that's his his model

um but you know then I also heard you

say recently that like subscribers and

followers don't really mean anything

like they're a vanity metric and you're

like the game is now click retain reward

what exactly does that look like because

I like it's like currently I have

nothing to sell you up you're good

you're good so it's it's it's two

separate applications so from the growth

perspective like growing the audience

getting more people to see your stuff

like that in that world subscribers I

mean Tick Tock has changed the game in

terms of how all the algorithms work

right like right now if you have 10

million subscribers on YouTube if your

next video sucks it's not going to get

views period yeah it works same thing

with Instagram you see people with 10

million per you know 10 million accounts

make a post and it's got 300 likes on it

right

um it's because on the flip side though

it's good for new creators because you

can come on with zero followers make a

banging video and get 10 million views

right and I actually think it's a good

thing for everyone because it equalizes

the playing field it makes content King

like the quality of what you put out

which I'm always down to compete on that

and so

um so that's from the growth perspective

from uh building out a newsletter like

one is top of funnel the newsletter

subscribers I mean that like those are

customers you know what I mean and so

I I'm in no way against having you know

a new a newsletter of any sort that

provides value especially to a niche

audience because

um a buddy of mine um has a ton of data

on unsubscriber stuff and like the ones

that do the best in terms of LTV and

whatnot are typically uh hyper Niche and

high value so usually a little bit

higher price point

um but very specific to like the

because they are so Niche they can

provide an extent like a lot of value to

a person versus being like super wide

it's very hard to provide tremendous

value to everyone right it's kind of

like Elon musk's thing of like you can

either provide a little bit of value to

a lot of people or a lot of value to a

few people and so I think if you feel

like you're better at a specific Niche I

I think I think it makes sense for you

to go top of funnel is just get really

good at making content and then that

just converts into your subscriber

network uh so your newsletter and then

you sell ads to the newsletter if you

want to from an endorsement perspective

you can also have your own products if

you want to

um but you just become a media business

at that point which is fine I mean I'm a

big fan of media businesses okay that's

really helpful the other question that I

had your Dynamic is so different than

what we've we've seen in like

traditional relationships yet it still

works and you guys kill it so what

what's that Dynamic like and how is it

different and why do you feel like you

guys thrive

we set out to solve a different problem

with our relationship

and so I think that the premise that

most people come into the relationship

with is different than how Leila and I

approach the relationship and I think

that's where I think fundamentally like

you know like when you're solving a

business problem I'm sure you've

probably asked this it's like what

problem are we solving right it's like

the first question you're asked is like

what problem are we solving and so most

people don't even a ask that but B if

they do ask that

um they're usually trying to solve a

different thing they're like I want to

have lots of romance and this big

Hollywood love which from everything

that I know is something that is

short-lived and then disappears and then

you are left with someone that you're

looking at and you're like well

what do we have in common right and so

Leila and I had both rode that that

roller coaster multiple times before and

we're like and we both were at a point

where we're like you know what and mind

you I was very you know dejected at the

time when I met her I was like listen

I'm not trying to do anything I'm trying

to build this this is what I'm doing and

the first 30 dates we had were 30 days

in a row where after our first date

which we went to frozen yogurt the next

date was not a date I was like I'm gonna

be working from nine until I go to sleep

so if you want to work with me you can

and so that was what we did every single

day is that I was like I'm going to be

working if you've got work we can work

together and so it ended up just being

somebody that I enjoyed a lot spending a

lot of time with and the romance stuff

honestly I feel like didn't really like

kick in until like two and a half years

into our marriage and I think that our

relationship was based on that like

respect was first and then we learned

the love part it's very hard to learn

respect being hot or being physically

attracted to somebody I feel like is

that it's the ticket of Entry it's not

like I see a lot of successful guys go

find the the Instagram model I meet said

Instagram model and I'm like how do you

live like this like I would I would kill

myself if I had to talk to this person

every day right and they're like oh the

secret is I don't talk to him I'm like

that sounds horrible right and so again

it's like they were solving a different

problem and so for me my goal is always

has always been number one like where I

want to go right and having somebody who

wants to go that way with you because I

was engaged prior to Layla right

wonderful girl

um but we ultimately ended up deciding

to cut it off because we simply had

different goals for our lives she was

like I want to do this and I was like I

don't want to do that and it was like

what are you gonna do and we're like

maybe you're a great person and I'm a

great person we're just not necessarily

like meant to be and that's okay because

I think on some level like we say these

things like non-negotiables but then we

negotiate

and so it's like either it's a

non-negotiable or it is negotiable and

for me it's like where I want to go is

not negotiable so it's like I have these

goals which is where I want to go my

values which is how I want to get there

and then lifestyle which what are my

interests right and if I can find

somebody wants to go the same place the

same way and have and likes doing the

day-to-day the same way as me then I'm

good like the fact that Layla was into

fitness was like great I go to the gym

too you go to the gym like it's not

going to be weird you're not going to be

like oh I don't want to you know like

she's in the same mindset of that right

if I'm like hey I want to go invest in

this Workshop or something she's not

gonna be like I can't believe we're

spending ten thousand dollars on this

it's like

that that person who say that is not my

partner and I think um in terms of me

being the guy telling you what like the

number one thing that attracted me about

Layla was that Layla never tried to

change me

if you want to do big things then

whoever is going to come along with you

has to be equally big as a person

and I think a lot of people settle for a

45 000 employee

I mean and you can even if someone in

the reverse if I were you and someone's

like man I'm looking for a wife and I'd

be like what are you looking for out of

a wife like real talk like not

politically correct like what are you

actually looking for and so then if

they're like man I would love it someone

cooked and cleaned and fed me and and

washed my clothes and ironed and blah

blah blah you're like okay question if I

paid someone 45 000 a year to do that

professionally

then what would our relationship be

because that that's an expense you know

what I mean like we can just write the

check and like all those things are

solved so like now what

Andy what's up man what is up Mr Alex

hermosi okay so question I have for you

I've heard you talk a lot about

investing in the s p me instead of the s

p index like the me 500 right what would

you say with those skill Acquisitions

like which skills and in what order

would you suggest maybe a person to go

through because that kind of ties into

your skill stacking is there a

methodical way that you think yeah this

naturally ascends to the next one I

would think about it from the order of

how you would actually make money so

it's like well I have to have something

to sell right so you have to have some

sort of Base skill that you could sell

if you're going to get into services or

have some sort of Base product right

once you know how to do that so like if

you're getting an e-commerce you have to

build a store talk to manufacturers make

the thing that you're going to sell step

one on the services side it'd be like

what's the key skill that I'm going to

acquire to show people how to do it and

you can acquire that skill by like

working a job buying a certification

going through a course going to a

workshop like I learned I learned how to

run Facebook ads at a workshop you know

what I mean it cost me three grand at

the end of the workshop I knew how to

run Facebook ads and so and that three

thousand dollars has made me

many more than three thousand dollars

over the rest of my career so

point being first thing you start with

the thing right the second thing you do

is that you have to focus on promotion

so it's going to be advertising and if

you think about this is the order I did

the books right offers is what answers

the question what do I sell and leads

answers the question who do I sell it to

right so like once you have the thing

then you've got to go sell the thing and

let people know about it and you have to

advertise and so that is that is that

would be the second big skill stack the

third one would be conversion which is

like kind of persuasion so sales and

there's different ways you can do it so

like you could learn how to build you

know shopping pages and e-commerce that

convert you could take phone sales you

could learn how to to pitch and make

vsls all of those things and then

finally if you want to like learn the

next piece would be leadership and

operations because then you're gonna

have to hire people to help you out with

the the caliber people you work with and

the different levels that they're at has

there been anything that you would say

maybe is the common one or two missing

principles that most business owners are

not doing or if it's maybe questions

that they're not quite asking it you see

like sometimes if you only do like the

one or two things not that they're not

already what are they yeah so I just did

a tweet the other day but like the

difference between you know a thousand

and a million uh is skills right the

difference being a million and 100

million

is character

difference in 100 million in a billion

in my opinion we'll see if it works is

time and so once you have the base

skills then it's really becomes about

who the person is and so as you scale up

the speed of scaling often correlates

with the speed of talent recruitment

because if you are a shitty person or

shitty boss or a bad leader or can't

have cast a vision or can't explain why

this is going to benefit a lot of people

not just inside the business but also

outside the business then you're not

going to get the best people and if you

don't have the best people you have to

work overtime and then you never really

are able to pull yourself out of the

business and so you can measure the qual

you know the size and the scalability of

the company by the talent that they can

attract like there's a reason that

Google and meta and Goldman Sachs and

all of these ones pull from all the

Harvard you know all the Ivy League

schools and all that stuff and you know

we make fun of those people but they

also make all of the money and so it's

because they go they have a brand and

they have a huge pipeline of uh training

that they train people on and people

also know that when they go to that

brand Goldman Sachs McKinsey whatever

that they're going to be able to go and

do whatever they want afterwards and so

like what happens is you realize that

there's a two-sided funnel right so on

one side you have to learn how to

attract customers but on the other side

you have to learn how to attract talent

because if you just only know how to

track customers then everything always

breaks and you can never get over the

hump and you can never scale brilliant

brilliant great man well man thank you

for reaching back and helping all of us

go forward and taking the shortcut

uh how would you approach creating

strategies to generate leads and

cultivate enduring customer

relationships in this rapidly evolving

Enterprise B2B landscape right when I

say Enterprise let me clarify I'm

speaking to Fortune 500 uh Global 2000

type organizations I'll tell you two

very different things

um on one hand I've got a buddy who

sells only to Fortune 100.

um and he was telling me that one of

their most profitable strategies was

hiring people from The Fortune 100 in

the Departments that they're trying to

get on board

and then they hire them and they already

have all the sway all the influence all

the no all the know-how and then they

can bring that account with them and

then the majority of their revenue

actually just comes from cross-selling

all the different uh markets that those

people are in right so it's like okay I

had to start with you know Google

Southwest whatever right and then I then

I'm moving on to Google Mexico Google

Latin or whatever right

um and so those are the two biggest

areas of expansion from that perspective

in terms of the Legion like

I don't think the legion really changes

very much I think more or less it's just

how quickly can I involve as many

stakeholders as possible and make sure

that my pitch is oriented to them

looking good and them having no risk

in terms of their job it's like here's

my path to you getting promoted in a

raise and here's there's no downside

like it's all about them you know what I

mean but I think I think part of it is

like and I'm assuming you're a leader in

the company

um

I think a lot of it is really getting

the commission breath out of the sales

guys

um and oh this is like I'm getting the

tactics but

um is you know I love the term bam fam

right book a meeting from a meeting

which is that we never have anyone

falling through the cracks like we

always know what we're doing to move the

ball forward and I think some guys get

tired or they don't say lazy but like

they get tired and they're like yeah I'm

waiting for a response from that it's

like well when are when are you meeting

with them it's like well I'm waiting for

the response

it's like if you're not if you're not

able to push the ball forward from one

meeting to the next like that in my

opinion is a loss like that's a that's

like a missed sale even though maybe you

could save it but you can dramatically

decrease the pipeline because even

setting the frame with the Enterprise

sale of listen

normal Enterprise sales take 12 months

18 months six months depending on the

thing that you're selling if you explain

to the prospect you're like listen it

actually doesn't take 12 months it takes

48 hours

of work not time

so if we have 48 one-hour meetings to

get this done we can just take that and

we can stretch it over two years or we

can do it in three three months it's

really up to you and I think even just

setting that breaks a little bit of the

like this feels fast kind of language

that a lot of like more corporate people

will use and then making sure that the

bean counters who are approving budget

like hey I'm just been real

um yeah that that that their asses are

covered and that they can look good

yeah for sure no well it's all good

feedback my friends so uh just a quick

follow-up question then I'll let you go

uh regarding lead gen specific you know

the companies we can compete against

you're very familiar with McKinsey

Boston Accenture right uh seems like a

lot of little league gen is uh based on

content specifically gated content

um and you know part of your value

equation that I really like is you know

value on the front end which is kind of

difficult at the Enterprise level

um any thoughts there uh moving forward

is that do you see that you know kind of

staying the same maintaining that I

think that's 100 yeah I mean I think

it's the same reason McKinsey for

example puts out all those white papers

and Goldman Sachs put all their industry

analysis out right and you opt in you

get it and then they'll follow up with

you and I think I mean in my opinion

this may be an oversimplification but

I'm a simple guy like I'll I'll get the

name from anywhere in the org that that

downloads the thing that's valuable for

them and then that's where the scripting

comes in of the Judo of like hey you got

this thing what are you getting this

thing for well we're working on this

initiative whatever it's like well like

what's you know you get into it like you

get into sales like what's the objective

what are you guys trying to do cool well

who else is involved and then you start

and then you start moving your way

through the York so I want to pull the

thread from wherever I can

I'm sorry get the thread and then just

start pulling my way

no that's that's great stuff man I

really appreciate it uh looking forward

to the new release on Saturday man

thanks brother appreciate you Tom