Warm Outreach

A-C-A: Acknowledge, Compliment, Ask. People love talking about themselves. So let them. They also love to be complimented.

State the best possible results your product can get.

Describe how fast people start getting results, how often they get results when they start, and how long it takes.

How it's not pushy: We're not asking them to buy anything. We're asking if they know anyone. And of the people who say yes, most say /they/ are interested.

Show them struggles and results from people like them who have struggles like theirs. But, let them connect the dots.

Once people start referring others, start charging. When that happens, swap out "...free..." in the script to "80% off for the next five". Then, "60% off for the next five". And so on...

You'll learn more in the first ten days of doing 100 reach outs than you did from everything you've ever read or watched. Get that learning done as fast as possible.

Post Free Content Part 1

If someone is making more money than you, they are better at the game of business in some way.

Don't think they had it easy or took shortcuts. Even if it's true, none of those beliefs serve you. None of those beliefs make /you/ better

When I put out ten times the content, my audience grew ten times as fast. Volume works. Content works. A growing audience is the result.

The more they share your stuff, the larger your warm audience gets. And one in a while, you'll make them an offer. If your offer has enough value, they'll take it. When they do, you make money.

All audience-growing content does one thing - it rewards the people consuming it.

The smallest amount of material it takes to hook, retain, and reward attention is a "content unit". It can be as little as an image, meme, or a sentence. Meaning, you can hook, retain, and reward at the same time.

I note my ideas publicly. I used to keep them to myself. Now, I tweet them publicly as they happen. If a post does better than normal, I know it's something people find interesting. Then, I make more stuff on that topic.

How good your content is depends on how often it rewards your audience in the time it takes them to consume it. Think value per second.

Posting Free Content Part 2

Switch from "how to" to "How I". From "this is the best way" to "these are my favorite ways" etc.

Cold Outreach

Cold outreach problems: you don't have a way to contact the strangers. Even if you do, they ignore you. Even if they give you attention, they're not interested.

Find your scraping tool by searching "outbound leads scraping tool" or "database lead scraping". Find brokers the same way. Put your first 1000 names together.

Rewrote cold outreach template below third grade reading level -> got 50% more lead responses

If the offer / lead magnet not working for you, keep offering more until you make it so good they feel stupid saying no.

The fewer leads you have, the less automation you should use.

"They are in danger of living life without your solution. Be a hero. Save them!"

Once you get them booked for an appointment, expect more than one conversation. Outreach takes more touch points with people who don't know you. Expect 2-3 conversations before a higher ticket sale.

3:1 LTGP:CAC = make at least 3x the lifetime profit of a customer compared to what it costs you to get them.

Shoot for 3% of your list turning into engaged leads. And a third of them converting into sales. That nets you one new customer per 100 outreach attempts.

With cold outreach, you can "solve for X" once you know that for every X people contacted you get Y customers.

Example: A business that sends 2000 emails per day, which gets them 40 engaged leads, and sell 10% of engaged leads. Each customer nets them $20k.

Count in 100s. Don't set a daily goal below 100. And don't stop for 100 days minimum.

Paid Ads

Pick a platform that contains your ideal audience. Then, use the platform's targeting methods to find them. Then, make an ad in a way that repels anyone else. Finally, tell whoever's left standing to take the next step. That's it.

When you see others' ads, look for: how they call out their ideal customers, how they present the value elements, and how they give their audience a call to action.

"My advertising became 20x more effective when I focused the majority of my effort on the first 5 seconds...This first impression is the part of the ad I test the most."

Callouts: use labels ("Gym owners"), locality ("Dallas Residents"), "Do you have trouble with...?" questions, "If you are ... then ..." statements

Record 10 ads per week. But, record 30 first sentences/questions go begin it (think 5 second clips). These are the call outs people consume before deciding whether to watch more. Then, make 300 variations. Once you know the best callouts, apply it to all ads.

For CTA: Tell them exactly what to do next. Spell it out. Click this button. Call this number.

Budget 2x cash you collect from new customer in first 30 days to test a new ad.

Reverse your daily ad budget from your lead-getting goal, then commit to it. If the number terrifies you, you're doing it right. Trust the data.

How to improve LTGP:CAC: make CAC lower (more efficient ads, to get cheaper customers), or make LTGP higher (better business model)

Core Four Summary

First you reach out to people who know you. Then, you start making free content. Then, you start reaching out to people who don't kow you. Then you start running paid ads.

The top 0.1% of advertisers on Facebook test 11x more creative than everyone else.

Every action a lead takes before they become a customer is a "drop off" point. Do the most testing at whatever step the most leads drop off. (Lowest % steps happen at the front, like ads. Which is why you should put more effort there.)

Customer Referrals

Most businesses don't get referrals because (a) their product isn't as good, (b) they're not asking for them.

To build goodwill with customers, lower your price or give more value. But lowering the price is a loser's game. So figure out how to give more value (better callout, better expectations, better results, faster results, keep making your stuff better, tell them what to buy next).

The customers with the best results (most weight lost, most money earned, most time saved) get the most value from your product. Figure out what actions they do differently and help other customers do the same.

Asking for a referral only comes when you show the customer the value they get from referring their friends. (Dropbox: free storage, PayPal: free credit).

Once someone is a customer, don't ask IF they know someone, ask WHO they know.

Employees

To get employees you also do the core four. Asking your network (warm outreach), recruiting (cold outreach), posting job openings (content), promoting job postings (paid ads)

To calculate employee ROI, compare how much you spend on their payroll versus how much money the engaged leads they get bring in.

If your CAC is too high, figure out if it's a marketing or sales problems. Leads aren't qualified? Bad advertising. Not enough of them? Advertising problem. They're not buying? Sales problem.

Agencies

To use agencies well, hire tem to teach you the skills, start training your team on it. Once the team does it well enough, change to a lower cost consulting agreement.

Hire one "good enough" agency to learn the ropes of a new platform. Then, a more elite agency to learn how to maximize it.

Affiliates

Affiliates need a unique type of offer. Instead of your product, you give them a fast, simple, and easy way to make commissions promoting it.

To find affiliates is the same problem. Call them out. Make them an offer. Show the value elements. Just make affiliates the customer you're advertising to.

Not all affiliates are created equal, so you can have a tiered payout structure.

Get the affiliates advertising - launch. Affiliates advertise your lead magnet or core offer to audiences before they can buy it. They advertise as much as possible until day of launch. Then, they sell it to all engaged leads.

Putting it all together

Don't let effort be the reason anything didn't work for you. Sometimes you do the right stuff but not enough times. You lack volume.

Three habits that best served Alex: Waking up early (4-5am), getting right to work (no routines), no meetings until noon.

One page advertising checklist. Step 1: Pick type of engaged lead to get: customers, affiliates, employees, agencies. Step 2: Pick Rule of 100 or Open To Goal. Commit to your daily advertising action. Step 3: Fill out the advertising checklist for that daily action. Step 4: Do the daily action till you have enough money to afford paying someone else to do it. Step 5: Go back to Step 1, make employees your new target lead type. Repeat until you have employees to do things for you. Then scale again.

Advertising Daily Checklist
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Who: You
What: your offer or lead magnet
Where: platform
To whom: audience / list
When: first 8 hours
Why: Get X engaged leads of lead getters
How: Warm/Cold Outreach, content, ads
How much: 100 or until you hit your goal
How many: Y # of follow ups
How long: 100 days or until you hit your goal