B (2:27)

First of all, there's the offer.

A (2:29)

Second, there's the reach. How do you get in touch with people? And then finally, the third is the sale, the sell. I want to talk about all three,

B (2:34)

but let's start with the offer. Now, when I'm talking about offer, I'm talking about the way you position your product, your thing to stand out and make people go.

A (2:44)

Yeah, that's what I want.

B (2:46)

So for example, let's just talk about

A (2:47)

a real estate course because that's kind

B (2:48)

of the industry I'm in. So there's two courses.

A (2:50)

One's a generic online course.

B (2:52)

It's called how to Invest in Real Estate.

A (2:54)

It has videos, maybe some PDFs, maybe a Facebook group, a few bonus lessons. It's fine, it's helpful, but it's vague,

B (2:59)

it's broad, it's honestly kind of forgettable.

A (3:01)

Now compare that to an offer that

B (3:03)

says we will buy your first cash flowing rental property in the next 12, give you a step by step roadmap. We'll give you weekly one on one coaching. We'll do deal review with you.

A (3:12)

We'll help you with a lender and an agent connection and we'll give you a community to keep you accountable.

B (3:17)

Or we'll keep working with you until

A (3:19)

you land a deal or your money back. Like which one those is easier to sell? It's not even close.

B (3:24)

Right? Because people don't buy products, they buy

A (3:26)

outcomes, they buy trust, they buy speed, they buy certainty, they buy support.

B (3:30)

They buy the belief that this will

A (3:32)

actually work for somebody like them.

B (3:35)

By the way, that is the offer of my first deal program. And that's why it does so well. That's what makes an offer powerful.

A (3:41)

A great offer answers the question why should I care so clearly and so strongly that the right customer feels dumb saying no. Now, a weak offer says here's some information.

B (3:52)

A strong offer says here's the result,

A (3:54)

here's the path, here's why it's different and here's why you can trust it. And that's why before you obsess over logos and funnels and video edits and ad creatives and viral hooks and all that. You need to ask the question, is

B (4:05)

my offer actually amazing and irresistible? Does it really solve the biggest pain point? Does it really promise a clear result? Does it speak to a specific person? Does it reduce risk? Does it feel more valuable than the price? Because if the offer is weak, marketing just helps, more people ignore you.

A (4:22)

But if the offer is strong, even

B (4:24)

average marketing can win big. Most people obsess over the wrong things. They tweak their logo and they agonize over their website button colors and meanwhile their actual offer is just bland. It's confusing or it's just like everybody else, honestly. So Alex Hermosi wrote a great book on this.

A (4:41)

I mentioned him in one of the previous videos.

B (4:42)

But a hundred million dollar offers, it really changed how I think about this.

A (4:46)

His argument's simple.

B (4:47)

If your offer is strong enough, you

A (4:48)

barely need to sell. People will chase you. He calls it a grand slam offer. It's an offer so good that people feel stupid saying no. I think about what makes an offer irresistible.

B (4:59)

It's not just price, it's the total package.

A (5:01)

Like what is the dream outcome?

B (5:02)

How likely will they actually get it and how fast will they get it? And how much effort is going to require from them.

A (5:08)

So the best offers, they maximize the

B (5:10)

dream while minimizing the time and effort to get it. Let me show you the difference.

A (5:14)

Using Jake from the last three videos example.

B (5:17)

So Jake in the last videos, if

A (5:18)

you weren't familiar with that, we're talking about this guy named Jake who's building

B (5:21)

a garage planning company.

A (5:22)

So a week off would be I clean garages. Strong offer is we'll transform your garage

B (5:26)

from an embarrassing disaster to Showroom ready

A (5:29)

in 24 hours or you don't pay. Including custom organization systems labeled bins and a 90 day touch up guarantee. Now this is the same service, a completely different offer. When your offer is that good, customers

B (5:41)

like they sell themselves on it and

A (5:43)

referrals pour in and you can charge premium prices.

B (5:46)

So before you spend another dollar on ads, ask yourself, is my offer a grand slam? Now the second lever, that's the reach. You could have a great offer, an awesome offer, but if nobody sees the offer, then it doesn't really matter, right? The reach is how you get in

A (6:02)

front of potential customers. And there's more options now than ever. There's Facebook ads or Instagram, there's TikTok, there's YouTube, there's Google Ads, there's LinkedIn,

B (6:10)

there's direct mail, there's cold calling. There's door knocking. There's billboards, radio, podcast sponsorships, SEO partnerships, referral programs. You could put an ad on a Hulu, on Spotify, or on Pandora. You could do a Super bowl ad and reach 100 million people. You put a flyer on a telephone pole and reach like 20. Like, they're both reach. They're just different scales of reach. Now here's what matters. Different platforms, different reach channels attract different people and different mindsets. Somebody googling junk removal near me is actively looking. They have a real problem right now. That's high intent traffic traffic. Somebody scrolling through Instagram isn't looking for anything. They're bored. If you interrupt them, you have to work real hard to grab their attention. Your job is to figure out where your ideal customer hangs out and then reach them there. Even better, reach them there when they're feeling the pain. I mean, the best time to sell garage organization is probably not on some random Tuesday night. It's right after somebody couldn't find their Christmas decorations, right? Or when they trooped over the bike for the hundredth time. I mean, timing and context matters. So pick one or two channels to start, master them, and then you can expand. Now, the third lever is the sale. You've got to have a great offer and you gotta be able to reach the people. But now comes the part that terrifies most entrepreneurs. You have to actually sell. I mean, selling is the ability to convert attention into money, to communicate the value clearly, to handle all the objections, to ask for the close. And that last part is where most people just choke. They'll do everything else. They'll build the website and run the ads and get the logo done and get people on the phone even. They might have a great conversation. And then they say, well, let me know if you have any questions. And then they wait up. Hope is not a strategy. But here's the thing. Real selling is helping people get what they already want. If someone calls, what garage cleaning? They already want a clean garage. They already feel the pain. So you're not tricking them. Sales is not tricking people. It's showing them that you can solve their problem and make it easy to say yes. One of my favorite stories of sales was a few years ago, I was gonna go run a marathon or half marathon, and I needed new shoes.

A (8:17)

So out here in Maui, where I

B (8:18)

live, I went and talked to a local shoe company. They're just like a shoe store. And I went in there, I'm like, hi, I'm here to buy some running shoes. And the guy first of all, he didn't say, like, well, I don't want to sell to you because I don't want to be pushy. No, he goes, he asked some qualifying questions. Well, what are you running for? Like, what are you going to run? What are you doing? I'm like, oh, I'm running a half marathon. Is it? And he asked me like two more questions and then he goes over the wall and he pulls off his shoes. What size are you? Like this shoe right here. I won't sell you any other shoe than this one. This is the best shoe in the store for what you're doing. I promise. Buy this shoe. I was like, that's the greatest salesman of all time. That's what I want. Like, I wasn't being sold. I was the one that needed the thing. And he didn't. He wasn't afraid to ask for the sale. He wasn't like, he asked questions to make sure that I actually was getting the right thing. And true enough, it was the best, like, shoe I ever wore. Wore for a couple years before it finally wore out. So, like, they already feel the pain, just like I felt the pain of me in a new shoe. Your job is not to trick them. You just gotta show them that your solution is the one that will solve their problem. And you just make it easy for them to say yes. So, for example, I don't want Jake to say, you know, we provide garage organization services. Not that they do, but I want them to say, imagine pulling into a garage where everything has a place you can actually find your tools. You feel calm instead of stress, and your spouse loves being in them. One is a feature, the other is a future that they can see themselves living in. Fell outcomes not. And when objections come up, don't get defensive. Objections aren't rejections. Right. Objections are requests for more information. Like, it's too expensive usually means, I don't understand why it's worth that much. And when it's time, ask directly do you want to move forward? Simple, direct, no apologizing. Or do what the sales guy did and say to me with a shoe

A (10:09)

is, I'm not going to sell you

B (10:10)

any other shoe but this one. This is the one. I love that confidence. No apologizing. It's just, that's it. 80% of sales happen between the 5th and 12th contact, by the way. So most people give up after one or two. The fortune is in the follow up. So check up with people often, even if they don't buy right away. So those are your three letter levers letters, levers, the offer, the reach, the sale. And all three have to work together. A killer offer that nobody sees is worthless. Massive reach with a weak offer, burns money, and great conversations that never close. They don't pay the bills. But here is the question. It changes at all. How do you know which lever is broken? How do you apply pressure to one and focus? How do you stop guessing? Well, that is where a funnel comes in. So imagine an actual funnel, the kind you pour oil into, you know, in your car. It's wide at the top, but it's narrow at the bottom. So a business funnel works the same way. At the top, you have a large group of people who become aware that you exist. Maybe they see your ads, maybe they friend mentions you. Some of those people engage with you and they click your ad, maybe. Or they visit your website and some of them take the next step. Some of them book a call or they fill out a form. And then some actually buy it's awareness, engagement, interest, purchase. So every stage is like smaller than the one before it. And that's why it's shaped like a funnel. So like when I said earlier I raised $120 million, I simply used funnels. I ran Facebook ads to a landing page for a free white paper on how real estate can significantly reduce your tax bill. That some of those people ended up getting on a phone call to talk more about it. And then some of them ended up investing in this real estate deal. And the amazing thing about funnels is that once you build the right funnels, you can optimize them. And then when you optimize them, which we'll talk about in a second, you can scale your income quickly. You can build yourself an ATM machine. You put a dollar in, get several dollars out. Let's walk through that.

A (11:57)

So let's just say you want $10,000

B (11:59)

a month in profit. So average profit per customer is what? Let's call it $500 for a customer. Again, hypothetical business there. So 10,000, which is what you're trying to get to, divided by $500 each is 20 customers. So you need 20 customers. Now, let's just say you close 25% of the sales calls that you have. So you need four calls to get one person to buy it. So 20 customers times four equals. Was that 80 calls per month. Now, 10% of the people that visit your website book a phone call. Let's just say 10% of people who visit your website book a phone call.

A (12:36)

Which means if you need 80 calls

B (12:38)

per month, you're going to take 80 divided by 10% and that equals 800 website visitors. See how we're just working backwards? Because if you had 800 on your website and 10% converted, that would be 80 phone calls. That's like 27 today. Well, now you got a real target. You don't have to guess at this, you don't have to hope on this. You know exactly what things need to happen. You identify the funnel, you track the funnel, and then you systematically optimize every part of it again. We'll talk about that in a second. That's how you turn a struggling business into a million or even a billion dollar business. And that's where I really want to go and spend some time now because I'm going to show you exactly how to optimize a funnel, how optimization works in practice, not just theory.

A (13:19)

So we're going to follow Jake's funnel step by step and you're going to watch a like 3x return turn into a 1400% return. Like a 14x return. Now if you didn't watch the previous videos in the seven figure business blueprint series or you just don't remember, I'm including into each lesson an ongoing story of a man named Jake who's really just trying to build a seven figure business so he can retire his wife and increase his income and decrease his work.

B (13:44)

Over the past few videos, Jake went all in on getting his wife out of her job. He committed to it. He picked his knit right garage organization. He made a functioning lean version of the business so he could get real dollars coming in. And now he needs to scale the business up. He's got the fit, we call it product market fit. But now he needs to scale up and for that he's going to use sales, marketing and funnels. So Jake decides to test direct mail postcards. You know the postcards you get in the mail that you're like, ah, it's just junk mail. Junk mail is a like multi billion dollar industry and it works really, really well. Especially like in my industry, real estate investing man, direct mail is great. So he decides to test out postcards in wealthy neighborhoods. Postcards are cheap, like 50 cents each. He puts a before and after photo on it. It says, your garage deserves better. There's a QR code, you know, it's a book of free estimate. And he mails a thousand postcards. Cost him what, 500 bucks? Here's what happens. A thousand postcards mailed. Fifteen people scan the QR code. So 1.5% of people who got the postcard, scan the QR code. He can track that. You could track that 1.5%. We call that a response rate. Now, out of those people, six of them ended up booking a call. That's like 40% booking rate. And then two of those calls, he had ended up hiring them a 33% close rate. The average job for him is around $1200 in revenue. We'll say for now, he's making around 1200 bucks in revenue on an average job, and he makes about 700 in profit on that. So his total profit is $1400 because he got two of those jobs, right? So $1400 and he spent 500 in marketing. That's a 3x return. Not bad. But Jake wants better because even though, like, he got a three extra turn, he's still got to pay his employee or his self and his gas and dump fees and all that. Just spend it all on marketing. It's going to make more of a profit. So he now understands his funnel and he can see where to improve. So he decides, first of all, how do I get more people to scan the QR code? I mean, if I send out a thousand of you, how do I get more people than 15 to scan it? I mean, 985 people threw the postcard away. Well, how do I get more attention? Well, lean startup, let's test the thing. So we test different approaches. Maybe he tries a bolder headline. Your garage is costing you tens of thousands of dollars in lost space. Or a more dramatic maybe before and after image. Or maybe some urgency, like a sale spring cleaning special this month. Only maybe instead of a postcard, he goes to a letter in an envelope instead. And what if the envelope wins? The scan rate jumps from, you know, 1.5 to 3.5%. Well, that's cool. I mean, yeah, you had to pay more money. And we'll come back to that. Like, maybe you had to pay a dollar per letter instead of 50 cents, but it went from 1.5 to 3.5. Cool. Stage two, how do you get more of the people who scan the QR code to book a call? I mean, you got 40% of people to book a call. But how does he improve that? I mean, 60% of people didn't book a call.

A (16:46)

So how do we improve that 40 percentage of people? I mean, why do they bounce? Well, he looks at the website and he's like, okay, well, yeah, it's kind of ugly. And I don't have any reviews on there. There's no video. The form Asks for way too much information. So he tests a bunch of different ideas. He makes a short video of himself explaining the service walking through someone's garage. He puts some testimonials on there of like local people. He puts a simple form, just name, address, phone number. And he does a text booking option. People love the text. Then booking rates go from 40 to 60%. Now stage three, the closing, like more calls. So he's been waiting a couple hours to call people back, but now he sets up a new system where he calls them back within 5 minutes, 5 minutes. When he can, his close rate jumps immediately. And then he sends a pre video like call video showing a recent transformation. So by the time he's actually on the phone with them, they're already half sold anyway. Then he adds a guarantee. If you're not thrilled, you don't pay. His closing rate goes from that 33% all the way to 65%. Now at stage four, how do you increase the job value? How much money he actually earns from it? Well, he creates a premium white glove package. It's 2,000 bucks. And then he offers some add ons as well. Tool organization, sports equipment mounting, ceiling storage. And then he introduces an annual maintenance plan. His average job climbs from 1200 to 2000. And now let's run the new numbers. Same thousand postcards, same. You know, we'll call it a thousand dollars now worth of printing costs for that because again we're doing letters and not postcards. So he gets 35 people to scan the QR code because it's 3.5% now out of a thousand and twenty one of book a call because that's 60% right. So we gotta hire. So now he's at 21 calls and out of the 21 he's got 14 people end up hiring him because he has a 65% close rate. And now the average job is not 1200, it's now 2000 in revenue. That's $1000 in profit actually. So his total profit now on those 14 deals is $14,000 in profit from about $1,000 in marketing. That's huge. That's a 14x return. Like same funnel, same neighborhoods, same Jake. Completely different results because he understood the funnel and how to optimize it. That's why success isn't luck in business, it's just math. So Jake now spends, you know, a thousand bucks a month on postcards or letters. And he's got enough revenue coming in to hire a couple people and to buy a truck. So he quits his job goes full time into this. Now, he doesn't quite have the confidence to fully retire his wife. I mean, he's got a lot of expenses, but he sees it working, or at least he thinks he does until he looks at the math, which is what we're going to deal with in the next video. But before we wrap up, I do want to talk about something that's becoming more important every single day in regards to marketing and sales and funnels. A personal brand. Because here is something that's more true now than it has ever been before. People don't just buy products. They buy products from people they trust. So whether it's an 80s TV sitcom star or a sister who raves about the product or an influencer they follow online, people buy the things that they trust the most. And trust is earned through people's recommendations. Especially given that there are a thousand options for everything now, right? There's a thousand coaches out there and a thousand fitness apps and a thousand real estate agents. They're all saying the same thing at roughly the same prices. Business in general, most businesses are becoming just commodities. So how does the customer choose? Well, they choose the one they trust. For example, I actually run a hard money lending company called Better Life Real Estate Funding, or Better Life Ref for short. We help real estate investors flip houses or refinance investment properties into like, long term debt. But there are hundreds and hundreds of lenders just like me. And honestly, I'm sure some have better rates than me, some have way bigger marketing budgets than me, and some have way better design on their website. So why do so many investors choose to, like, get their loan through Better Life Real Estate Funding? Because of me. Like, they watch my videos on YouTube or listen my podcast. They feel like they know me. And when it comes time to borrow money, which is scary, they would rather work with someone that they trust. So my personal brand is like the moat around that business. Yeah, competitors can try to copy my raids, but they can't copy the relationship I have with the people who listen and watch me. So here's how to build a personal brand. Real quick, I'm gonna dump a bunch of tips on you.

B (21:09)

Take what you can, ignore what doesn't

A (21:11)

feel right, and then start working a little bit on your personal brand.

B (21:14)

So here we go.

A (21:15)

First of all, people follow people, not logos. So stop hiding behind a company name. Put your face out there. Like, use your name, your personal name, tell your story. Second, don't be too professional when you do that. Like, the biggest mistake in trying to look Perfect is like trying to look perfect. Like it just comes across bad, polished headshots and carefully crafted posts.

B (21:35)

It's boring.

A (21:35)

And worse, it's unbelievable. Like, people don't believe it. Third, people connect with your struggles and your failures. Like your weird quirks, your bad days when you post. Like, whenever I post about, like screwing up on something on a deal, like,

B (21:46)

I. I get way more engagement than

A (21:47)

when I post about winning. Fourth, perfection creates distance authenticity. Like, creates just, I don't know, connection. Fifth, pick one platform. Go all in on it. Don't be everywhere and everything to everyone. Like, you don't need to know Pinterest and Instagram and you know, YouTube and all of it. Like, if you're being mediocre on five different platforms instead of excellent on one, you're going to always struggle.

B (22:10)

And if you're good on camera, maybe

A (22:11)

YouTube or TikTok's great. If you write good, maybe X, you know, Twitter or LinkedIn or if you love conversations, podcasts might be great. Great for you. Master one thing before you expand. 6. Consistency beats virality. So everyone wants to go viral, but viral is a lottery ticket. You can't build a business on lottery tickets. So just show up week after week, year after year. Most competitors were post for three months. They get discouraged, they quit. If you just keep going though, you win by default. And seven, Give away your best stuff for free. Give, give, give, give, give. People might be wondering, if I give everything away, then why would anybody pay me? Because information isn't the same as implementation. People pay for your help applying what you've taught. They pay for access to you. They the free content is just marketing. The paid stuff is the business. Again, look at Mike. I give away a ridiculous amount of real estate and business knowledge on the Internet for free all the time. You've probably seen my stuff around. And then when somebody wants to get a loan, they go to Better Life real estate funding because of that. So it's marketing, but it's also being helpful. All right, back to Jake. So he realizes that he's already, you know, pretty active on Facebook. He gets it. He's savvy with how it works. He likes it. It feels light to him. So Jake decides to build his personal brand right there on Facebook. He gets actively involved in like, I don't know, half a dozen local Facebook groups for his community. And he just offers great tips and suggestions and he networks with people there. He doesn't sell there. He just engages. He doesn't grow like a TikTok following of a million teenagers, even though that's what the world sees as what, success. But, like, over the course of his first year, just by, like, engaging for a few minutes a day, he ends up getting over a thousand local homeowners and business people to follow him on Facebook. And now every week because of that, he gets a few jobs from those people. Cleaning garages. And he never has to directly sell any of them. Now, let me tie this whole thing together. Marketing is not one thing. It's the entire system that turns strangers into customers. So craft an offer so good people feel stupid saying no. Get that offer in front of the right people at the right time. Learn to communicate, value and close without flinching. And then track your funnel and optimize with math, not guessing. And finally, build a personal brand. Just start slowly. That makes you the trusted choice. Most businesses fail because they're invisible. They're the world's best kept secret, right? Secrets don't pay the bills. So master your marketing and you will never be poor again.

B (24:30)

Wow.

A (24:31)

All right. That was a lot.

B (24:32)

Was that a lot?

A (24:32)

That felt like a lot. Hey, if you're still here, drop a comment, let me know you made it through. What you think. In the next video, we're going to cover pillar five, mastering your business's finances and money. It's a shorter video, but it might be the most important one. I'm going to show you how most business owners have no idea how much they're actually making. I'm going to show you, like, Jake's wake up call when he realizes he was making like a dollar an hour. So make sure you're subscribed and following me at beardybrandon, and I'll see you in the next one.