From Day 3 Of My $105M Money Models Book Launch | Ep 897

Summary

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The Game w/Alex Hormozi — Ep 954 Detailed Summary

Episode Title:

From Day 3 Of My $105M Money Models Book Launch | Ep 954

Air Date:

October 8, 2025

Host:

Alex Hormozi
Special appearances: Layla Hormozi and various business owners/callers

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Overview

On the third day of the $100M Money Models book launch’s “Victory Lap” series, Alex Hormozi hosts a marathon “Hermozi Hotline” session, live-calling top book buyers and business owners to troubleshoot their company constraints. The energy is celebratory and intense— Hormozi and his team interact with a wide variety of entrepreneurs, delivering tactical, hands-on advice on scaling, pricing, marketing, and systemization. Layla Hormozi joins for several segments, showcasing the couple's professional dynamic. The episode closes in on the core theme: identifying the primary constraint in a business, attacking it with volume and focus, and leveraging tactical improvements for outsized results.

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Key Segments & Insights

1. Launch Reflections & Setting the Intent

[00:02–02:49]

• Alex recaps the third day of his record-setting book launch, noting unique dynamics:
  • More involvement from Sean, Layla, and Tron (president of ECQ; multiple $2B company builder).
• Promises “super tactical” advice and closes the book's donation-based bonus offer at midnight.
• Sets the vibe: “As my birthday present to myself, I’m going to help as many business owners as possible.”
  Quote:

  “Listen to this in the background while you’re driving, going to the gym, while you’re cleaning—there’s a bunch of super tactical things gone over in that period of time.” — Alex Hormozi [01:12]

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2. Hermozi Hotline — Live Calls to Business Owners

A. Heather, Medical Billing Company

[02:49–07:11]

• Revenue $190K, 25% net, semi-passive (executive team in place), 65+ headcount.
• Problem: Inconsistent leads—current marketing is only via personal podcast/guesting.
• Alex’s advice:
  • Increase volume: 5x podcasting with strategic guesting for customer acquisition (“one daily, not weekly”).
  • Events: Attend/conference booths, pay for stage time if necessary, run targeted giveaways for lead capture.
  • Leverage positioning: Collect contacts via giveaways/presentations, negotiate to send an email to conference attendee lists. Quote:

  “What feels like volatility is actually a symptom of insufficient volume—means you’re not doing enough, which makes it feel erratic.” — Alex Hormozi [09:57]

B. Dacian, Environmental Testing Software (LIMS Plus)

[08:06–14:14]

• B2B, $250K/year, 80% margins, 3 customers, average contract $50K–$100K, no pipeline.
• Alex’s advice:
  • Volume of effort: “What stops us from doing 10,000 calls?”
  • Lead sourcing: Use list brokers, data scraping, group/community outreach (pay for ads/posts).
  • Offer structuring: Waived setup fee for annual commit—“the illusion of choice” to anchor value. Quote:

  “If you made 100 calls and got one deal, that’s a process. Every time you make 100 calls, you get a deal. How do I game this so you make 100 a day?” — Alex Hormozi [09:57]

C. Shemaine, Easy Dwell (Real Estate Fund)

[14:58–21:59]

• $3M top line, $500K profit, aiming to scale to 280 home deals/year in Florida via fund + operations model.
• Problem: Insufficient deal flow, relying on wholesalers, leadership gaps.
• Alex’s advice:
  • Belief breaking: “You’re not even close to saturating the Florida wholesale market.”
  • Vertical integration: Consider acquiring/absorbing large wholesaling teams to control pipeline.
  • Tighten relationships with wholesalers; seek exclusivity deals. Quote:

  “I like to control the whole funnel. If I could be vertically integrated here ... that business works on its own—and mine just juices.” — Alex Hormozi [21:11]

D. Dang Duong, Infinity Medical Consulting

[23:02–30:18]

• $5M revenue, $2M profit, chronic wound care. Bottleneck: Filtering Facebook leads for Medicare Part B.
• Alex’s advice:
  • Quantitative funnel diagnosis: Track cost per lead/qualified customer.
  • Add application friction: Filter by age (65+), wound size, and make copy more specific to target avatar.
  • Sequence leads: Only show scheduler to sufficiently qualified applicants.
  • Add application scoring and limit calendar access to high-probability prospects. Quote:

  “If you’re sifting through too much crap, you gotta add friction.” — Alex Hormozi [30:15]

E. Zach Reinders, R2 Studios Architecture

[31:10–40:06]

• Specialized in assisted living conversions, 80 projects/year via referral, pain: price-driven buyers.
• Alex’s advice:
  • Pick a market-winning vector: Speed, risk mitigation, or ease.
  • Logical selling: Use stats (“save a dollar today, cost you four tomorrow”) to reframe against being the cheap option.
  • Focus on growing recurring referral nodes/partners rather than one-off jobs.
  • Develop compelling affiliate/referral programs—customized to consultant/partner structure. Quote:

  “You need stats, dude. This is a logical sale. Line up the dollars and cents ... Fear, uncertainty, and doubt.” — Alex Hormozi [33:44]

F. Trent Husky, Husky’s Paint & Design

[40:58–46:14]

• $5M top line, $500K profit, 40 staff, made the shift from residential repaints to GC/recurring (lower margin, higher LTV).
• Issue: Capital intensiveness/AR (accounts receivable) causing cash flow constraints.
• Alex’s advice:
  • AR Financing/rotating credit lines: Free up working capital, accelerate growth without changing proven model.
  • “If I see a 20:1 machine, I don’t want to mess with anything about it ... just go pursue [AR financing].” Notable Moment:
    Trent credits a prior Hormozi conference for the pivotal “pivot to recurring model” strategy.

G. Daniel Mueller, German HVAC Startup

[47:03–54:27]

• 4 months in, $150K/month revenue, 13–15% margin, pressed for proper growth pacing (overexpanded previously).
• Alex’s advice:
  • “You can’t really over-expand, but you can under-talent.”
  • Tie expansion pace to activation of each new hire; don’t hire for next constraint until prior hire is fully productive.
  • Pricing lever: Eliminate discounts, add premium via speed, risk-reduction, or exclusive guarantees to shift from commodity perception. Quote:

  “The speed of your expansion should be correlated with your ability to acquire and activate talent.” — Alex Hormozi [48:20]

H. Daniel Linares, DLE Event Group (Luxury Hybrid DJ Band)

[56:49–66:55]

• Luxury wedding event business, $10–30K price points, seeking blue ocean dominance.
• Alex’s advice:
  • Messaging: “Luxury” must match price—raise offers to $100K+, $250K for congruency in high-end market.
  • Pricing psychology: Use “anchor” high-ticket options ($100K+) to frame current offers (“downsell” effect).
  • Funnel upgrade: Replace “Request a Quote” opt-in with rich, qualifying questionnaire; VSL pre-call nurturing with proof stacking, secret word, and social proof. Quote:

  “The sole benefit of luxury is super sky high prices ... With good VSLs, for the right buyer, the more you charge, the more they want it, not the less.” — Alex Hormozi [58:01]

I. Hamza Solomon, Dentalist - UK Dental Market (B2B)

[67:50–74:46]

• $9M revenue, $3M profit, exploded from $1.5M the year before via “do more” ad advice.
• Now: Wants to dominate UK market.
• Alex’s advice:
  • The next step: Retention (“stick rate”) over more ad spend—focus on creating a compounding engine via customer lifetime.
  • Once core location is full, open a second site to scale.
  • Build ultra-straightforward sales scripts to reduce onboarding/training time for sales reps. Quote:

  “Tremendously large businesses get big because of one thing: a compounding vehicle.” — Alex Hormozi [69:19]

J. Brandon Spry, Sales Closer (Plumber Scaling Offer)

[75:31–81:33]

• Problem: High close rate but only 20% show-up on scheduled sales calls.
• Alex’s advice:
  • Pre-call proof stacking: VSLs should be 5–7 minutes, not 10 sec—load with proof, promise, plan, and systematically break objections.
  • Apply more friction pre-booking (comprehensive applications/questions), so bookings are better qualified and show rate increases.
  • Automate pre-sales research with AI for improved show preparedness and personalization.

K. Carlos Rodriguez, Stanford PhD Research (Leukemia)

[85:26–90:49]

• Challenge: Grant funding for leukemia research drying up; needs $2M to reach next clinical milestone, standard grants not sufficient.
• Alex’s advice:
  • Ruthless volume: “You’re applying to three or four [grants], could you do 30 or 40?”
  • Highest-likelihood path: Maximize volume and probability before experimenting with time-consuming novel strategies (crowdfunding).
  • “It’s existential—you have to pull out all stops.”

L. Cameron (Alex’s childhood friend), Physical Therapy Practice

[91:33–101:21]

• Business moving from online/mobility to brick-and-mortar, pricing $219–279/visit, recent hiring/overhead challenges.
• Alex’s advice:
  • Add care credit/financing packages to unlock higher average tickets and immediate revenue.
  • Diagnose: High close rate at current price = more room to raise prices.
  • Introduce “decoy offer” and membership/continuity options (e.g., “Platinum Pelvis” club) to boost recurring revenue.

M. Joseph, Fit for Life Academy (Online Health/Fitness)

[102:48–111:13]

• $600K revenue, $300K profit. Personal brand, strong organic funnel. Bottlenecked by lead flow and founder doing all sales.
• Alex & Layla’s advice:
  • “Double” content via volume or leverage—repurpose top performing reels as trial reels for new audiences.
  • Offload research/scripting using AI/assistants to free founder time for higher-leverage work.
  • Don’t introduce paid ads until team/sales capacity is ready; avoid dropping content quality.

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Notable Quotes & Memorable Moments

• "What feels like volatility is actually a symptom of insufficient volume."
  — Alex Hormozi [09:57]
• "You can't really over-expand, but you can under-talent."
  — Alex Hormozi [48:07]
• "I just think ruthless volume is the answer. In business, and sometimes in science, too."
  — Alex Hormozi, to Carlos the researcher [89:04]
• (To the luxury event business) "10k for a wedding is like the napkins."
  — Alex Hormozi [63:06]
• "The biggest lever by far on your ability to generate profit is pricing."
  — Alex Hormozi [54:28]

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Key Themes & Takeaways

Repeated Patterns & Tactical Wisdom

• Volume Solves Most Problems: Many constraints—whether leads, grant funding, or sales hiring—are solved by dramatically ramping up the underlying activity.
• Pricing is Everything: Raising pricing (and reframing offers) is almost universally available and delivers outsized effects on profit.
• Friction in Funnels: Add qualifying steps/application questions or proof-rich VSLs (video sales letters) to pre-filter leads, maximizing show rates and close rates.
• The Power of Focus: Do more of what is working before introducing complex “next step” strategies—systematic volume first.
• Founder Bottleneck: Delegate, automate, or eliminate founder activities in content/research/sales that don’t rely on unique genius.

Layla and Alex’s Dynamic

• Layla plays the “system/perspective” counterpoint, reinforcing answers about leverage in content creation and business structure. Quote:

  “Honestly, we know the biggest content creators, and they do not do their own scripting or research.” —Layla Hormozi [107:06]

• Several playful, humorous exchanges with callers (e.g., prank voicemail discussions) show their genuine enjoyment in serving entrepreneurs and engaging with their audience.

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Episode Structure & Timestamps

• [00:02–02:49] — Introduction, launch round-up, today’s theme
• [02:49–46:14] — Hermozi hotline: Live coaching with business owners (Heather–Trent)
• [47:03–46:14] — Startup/early-stage themes, expansion, and pricing
• [56:49–74:46] — Business model innovation in events, dental, sales & show rates
• [75:31–101:21] — Sales process deep-dives, show-rate optimization, science/grant funding
• [102:48–end] — Handling founder bottlenecks, scaling content/lead-gen through leverage

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Final Thoughts

Day 3 of the book launch exemplifies the Hermozi methodology—intense focus on the core bottleneck, systematic volume as multipliers, real-world tactical advice, and generosity in coaching. The team balances personal energy and practical direction, showing that scale and tactical excellence come from understanding a business’s constraint—and then attacking it with relentless, measured action.

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For listeners:
If you want actionable, immediately applicable business advice—especially around growing, pricing, or operationalizing your business for profit—there might not be a more concentrated episode this year. As Alex says: “Do more of what’s working—at volume—before you do anything clever.”

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Transcript

[Alex Hormozi]

Welcome back to the game. Today is day three of the Victory Lap series of the 100 million dollar launch for the $100 million money models. 72 hours record breaking Guinness.

[Caller/Client]

Rahaha.

[Alex Hormozi]

All good stuff, things like that, awards, plaques and all that jazz. But today's all promozi hotline. We clipped it. So that's just that. But we also had a couple unique things that were different on day three than the other two days. Two main differences. So number one is that I had way more involvement with Sean and Layla. So that was a lot of fun. And I think, I think you'll see the dynamic and see Layla and I's marriage and work dynamic more prevalent than.

[Caller/Client]

You probably ever have.

[Alex Hormozi]

You also see Tron and I dynamic as well because he's president of ECQ and he's committed. For those of you who does don't know who Shron is, Shron's had $2 billion companies with ACQ. We're going for, we're going for, he's going for a hat trick and I think we're making great progress along that. Beyond that though, the end of the stream, we did a little bit of reflections on the entirety of the launch and I think there's some pretty high level, very valuable nuggets that can get shared there and I think you might enjoy them. And so this is the Day 3 Bring It Home live stream that crossed the $100 million barrier. And listen to this in the background while you're driving, while you're going to the gym, while you're cleaning because I think there's a bunch of super tactical things that gone over in that period of time and many of them may apply to you. And yet again the offer that we talked about which is the donate books and get free stuff offer is no longer available. That being said, the book is obviously available so if you haven't picked up a copy you can go to go.hq.com or on the Amazon, it's also there. So enjoy. All right everyone, we are in the the final hours of the, of the launch. And so at, at midnight Pacific, which is 11 hours from now, all of the the bonuses associated with donating, donating more books will go away. And so based on all the things that you guys said, you guys enjoyed her mosey hotline. And so I'm going to be doing a lot of those, trying to get as many of you guys on the phone, help, help anybody out. We're gonna be doing some giveaways, just some free prizes give, giving stuff away and on Top of that, I think I'm gonna reading a couple of the chapters in the lost chapters. So inside the Money Models book, I basically put the 15 most effective model mechanisms that are in there, but I have others and so I'll, I'll explore some of those guys with you. And I think if you're doing this correctly, there should be some milestones that we'll try and hit along the way to close this out as we ride into the sunset. And then I retreat back to, you know, Willy Wonka's factory. And then, then the next few years, try to put something else really cool together for you guys. All right, so first up, we're talking to Heather Natural Rev md. All right, let's give her a call. Let's see what Heather's up to, shall we? Hey, Heather, what's going on?

[Layla Hormozi]

Hi, how are you?

[Alex Hormozi]

Good. So you've got five minutes. Tell me what's the biggest. What can I like, what's revenue right now? What's profit? How can I help?

[Layla Hormozi]

All right, sounds good.

[Caller/Client]

Background.

[Layla Hormozi]

A medical billing company started. Scratch 190,000 ranked.

[Alex Hormozi]

Okay.

[Layla Hormozi]

We're at 25% net profit. I do this on a somewhat semi passive model, meaning I've got an executive team that runs day to day ops.

[Alex Hormozi]

Okay, what's headcount?

[Layla Hormozi]

Biggest things. Say that again.

[Alex Hormozi]

What's headcount?

[Layla Hormozi]

So seven W2s and then the rest are contractors that we, that we have. So maybe 65 total.

[Alex Hormozi]

Okay, got it. All right, so what's the. Where do you want to get to and what's. What's holding back?

[Layla Hormozi]

So leads are biggest issues. So I've not done, other than my podcast, which has been a hundred percent what we've done for marketing, if not that, ads. I've not done really cold outreach. Like Nothing. It's podcast 100%.

[Alex Hormozi]

Okay.

[Layla Hormozi]

But leads are inconsistent. Like it's. Feast or famine. You know, it's. It's. Yeah. So it's. I don't know if I, you know, obviously I can continue to podcast and that's worked.

[Alex Hormozi]

Yeah, I guess.

[Layla Hormozi]

I. I show up on other people's podcasts. All the things.

[Alex Hormozi]

Yeah.

[Layla Hormozi]

But do I start another acquisition channel or do I just keep doing.

[Alex Hormozi]

How many podcasts a week are you doing?

[Layla Hormozi]

I've done 110.

[Alex Hormozi]

No. Per week.

[Layla Hormozi]

Oh, wine one.

[Alex Hormozi]

Okay. So an easy one is to combine outbound with your podcast and invite people who would be potential customers or whales onto your podcast. Go have super high response and show rates and talk to them about their business.

[Layla Hormozi]

Sorry, I do a Little bit of that, but maybe I should be doing more.

[Alex Hormozi]

Well, yeah, if you're doing one a week, it's not a lot, right. So yeah, I'd be doing like, can we do like one a day and say, well, there's a 5X. It's like that's just that. All right, so that's, that's like, I think about like least operational change possible that we already know doing something that actually works. So that's thing one. Beyond that, what's the avatar of who you're going after for medical billing?

[Layla Hormozi]

Private practice facility, you know, really we want their collection to be, you know, greater than, you know, 150, 200k a month.

[Alex Hormozi]

Okay.

[Layla Hormozi]

And that's been the other problem is in the very beginning, right. Small clients, small fish. Yeah, that has improved where we've gotten bigger fish over the time.

[Alex Hormozi]

But.

[Layla Hormozi]

But yeah, getting the right avatar or getting the right client in the door.

[Alex Hormozi]

Yeah. So I think conferences are going to be really good for you because I said the way that I would set this up is you go to the conferences, I would pay for the booth if you can get on stage, even if you have to pay for it. And one of the benefits of this is that when you, I go, I try to do the first one as you turn right into whatever the area is because 70% of people turn right. And so they're typically organizers price them all the same by size, but you'll get more ROI from on the right hand right by the door, number one. Number two, I would create some sort of giveaway for people to like win that you'll reveal on the second or third day of the event. And then by doing that you'll get like, they basically have to give their, their contact information in order to enter the giveaway. And if you want, you can model the way I did it. Like it's better than this and it's less than that. So it just gives a little bit of sandwich of value of like, okay, it's, you know, better than ft, less than a bitcoin. It's better than, you know, better than a gift card, less than a Tesla. Like I like to have some sort of sandwich of up and down value in terms of the giveaway. And so the whole time you're collecting leads and if you want, Tron talked about this yesterday. But if you, you can say, hey, I have a 25,000 speaking fee instead of the speaking fee. One of two things you can do. So one is can I send one email to the list? That's an option. And then secondarily, you can, when you do your, you know, your presentation, your slides or whatever, you can say, hey, if you want these slides, like, Joe, like, just give me your email and I'll send them to you. And then you can just basically ask two or three more questions and then it'll sort out the traffic of the people from the audience who are the most engaged. And so I think if you, if lead flow is the number one issue, then that gives you two things. So one is you 5x your podcast and using Outbound to get more of the, quote whales. And that's going to be super targeted. And then from a speaking perspective, that's three different ways that you can monetize the conferences. So getting the list survey closing from stage, and then also having a giveaway at your booth that's bigger and better than everyone else's so you can collect leads that way too. Awesome.

[Layla Hormozi]

Done. I can do a whole lot.

[Alex Hormozi]

Rock and roll, Heather. Enjoy.

[Layla Hormozi]

Perfect. All right, thanks so much, Alex.

[Alex Hormozi]

All right, thank you.

[Layla Hormozi]

Bye Bye.

[Alex Hormozi]

So as my birthday present to myself, I'm going to help as many business owners as I possibly can. All right, so that's the goal for the day. That's what we're doing. Those of you who are hopping on, we're closing out the book donation drive. I've got all these, all these prizes and bonuses for Anybody donates over 200 books, but they all disappear at midnight Pacific. So if you're like, I don't know if I should. Like, if you're one of those last minute people, this is now the last minute. Beyond that, though, I'm just calling people as they come through. And the 800, basically, people donate the most books. I'm trying to call as many of them as I possibly can. That's the, that's what we're doing right now. All right, so we got Dacian Floria. All right, let's see what Dacian's up to. 80% margins. Wonder what this business. Dacian. What is LIMS Plus?

[Caller/Client]

Well, it's an environmental testing platform. For example, Testing lab.

[Alex Hormozi]

Thank you.

[Caller/Client]

And thank you for doing this as a gift.

[Alex Hormozi]

You bet, man. Come on. Okay, so 200. Well, thank you for donating books, which I super appreciate. All right, you got five minutes. So let's rock and rol. So you have a testing platform. Got it. You're running 80% margins, which is super, super impressive. What's the issue right now? What are you trying to get to?

[Caller/Client]

I try to make money. The only problem or the biggest Problem I have right now is that I have this Software platform targeting B2B, their enterprise. They have like usually two to three people or maybe more that I have to talk with to get a deal done.

[Alex Hormozi]

Yeah, that's normal.

[Caller/Client]

Usually the deal size. The deal size is start at 50k upfront and then it can go to like 100k.

[Alex Hormozi]

Yeah.

[Caller/Client]

And I go into an annual recurring revenue of 50k usually.

[Alex Hormozi]

Cool, cool. Okay.

[Caller/Client]

The problem I have is that I don't have anybody in the pipeline and I don't know how to get them in.

[Alex Hormozi]

Yeah, you're like, I've got this great business, there's no one, no one's buying it. So is it 250k a month or 250k a year right now that you're at?

[Caller/Client]

A year?

[Alex Hormozi]

A year. Okay, got it. So you're really not getting that many clients if that's your price point. Okay, understood. So what did you do to get these? What did you do to get these first clients?

[Caller/Client]

The first client was locked via cold call.

[Alex Hormozi]

Okay.

[Caller/Client]

And the second client was team cold call. And the third one was trade show. So I have three customers right now.

[Alex Hormozi]

Okay, heard. Okay, so you've got cold call, trade show, and what was the other one?

[Caller/Client]

Cold call as well.

[Alex Hormozi]

Okay, so how many cold calls did it take to get you the one deal?

[Caller/Client]

Well, it was a while ago, probably around 100. But it was luck.

[Alex Hormozi]

I mean, dude, that's how it works. I mean, you're like, I did 100 and then one of them bought. It's luck. It's like, no, you did 100. If you called one and one of them bought, that would be luck. If you call 101 of them bought, that's just a process. So let me, let me ask you this way. So I've said this before, but it's super common for sub a million, which is that what feels like volatility is actually a symptom of insufficient volume. Mean you're not doing enough, which is what makes it feel erratic. And so it's like you did 100 and you got one, and then you did other cold calls and you got the other, right?

[Caller/Client]

Yeah.

[Alex Hormozi]

Okay, so how many cold calls did it take you to get the second one?

[Caller/Client]

Probably around the same.

[Alex Hormozi]

Okay, so that sounds lucky, though. The second one sounds lucky. The first hundred you get one. You know that, you know what I'm saying here? You made 200 calls, you got two customers. So the question then becomes, what stops us from doing 10,000 calls? Well, one would be that you need leads.

[Caller/Client]

I'm not that good at call.

[Alex Hormozi]

Well, dude, you got one. Dude. 1% conversion on cold calls, by the way. Fine, Totally fine. On a 50k, 100k price point. Totally fine. Do you think of it like this? You're making 500 a dial. Yeah, yeah, that's. That's pretty good for a dial. I don't know about you, if I want to go out to dinner tonight, I'll be like, okay, I'll make one dial. There we go. I covered my dinner. Right? Of course you have to think of it, because you've got in your head about this. Like, every time you make 100 calls, you get a. You get a deal. Then it's like, how do I need to game this for you so that you just make a hundred, 100 calls every day? Okay, so what you. We have 60 seconds. So what's the thing that's holding you back from just saying, like, yes, that makes sense.

[Caller/Client]

Well, that makes sense, but I don't know how to get myself lead.

[Alex Hormozi]

Okay, right. Then that's the leads list.

[Caller/Client]

The second problem is how do I position myself of what attraction offer can I create so it makes sense for these guys?

[Alex Hormozi]

Well, for a bigger. For a bigger company, a wave. For what? You have a waived fee structure, which is the third fee structure that I talk about inside of the continuity section for money models, which is you have a big upfront nut. We say, hey, it's $50,000 for me to do this whole integration, and then it's $5,000 a month. Month to month. Right? It's like. Or if you want to commit, I'll waive the $50,000, but you got to commit to the whole year.

[Caller/Client]

Yeah, but anyway, you do that because all their data is in our system.

[Alex Hormozi]

Right. Well, the thing is. But you're just. No, no, dude, I get it. The way that a money model works from a positioning perspective is that you don't. Like, whenever you give someone a choice, it doesn't mean that you're saying you actually give them the choice. You give the illusion of choice that then obviously selects or waits for one of the selections. So basically the question that you had is, how do I get more of these people to sign up? How do I make it more compelling for them? Well, if they think that they're getting something that costs $50,000 to set up for free, they're far more likely to do it than just saying, well, I do that anyways. It's like, yeah, no shit. But the problem is that they don't know that. You know what I'm saying?

[Caller/Client]

Yeah. Makes sense.

[Alex Hormozi]

Okay, so I'll give you.

[Caller/Client]

Let me put this into an ad or something.

[Alex Hormozi]

No, I think. I actually don't know. This is more for the mechanics of how you actually close when you get into the thing with them. But let's solve the original issue really quickly. We are over. So I'm going to just make this as fast as I can. They got to the next person. Okay. So number one is, I would say list brokers. You can do that. Number two is you can scrape using software. Number three is that you can go to people who own groups or communities. That. And there always are some. You just look, there's some on school, there's some LinkedIn, there's Reddit, whatever. Right. There's definitely communities for these people. And then you want to pay the group owner to basically make an ad inside of the group. Those are three different places that you can look like right now to go get leads.

[Caller/Client]

Okay, cool.

[Alex Hormozi]

Also highly recommend flying out there and saying, hey, it's. You know, you find out that they're in California. You know, like in Los Angeles, you say, hey. It's so crazy. I'm actually in LA this week. I figured there might be. I'm happy to. Happy to swing by while I'm in town. And if they say yes, then you just fly there. Okay. That's how that works. Yeah. Rock and roll, man. Appreciate you. Thank you for donating bookstation. Oh, thank you. I appreciate it. All right, bye. All right, next up, we got Shemaine. All right, Shemaine. Here we go. Easy Dwell. So I think this is. I'm guessing this is like a home. Like dwellings. Dwellings. That sounds. That sounds legit. Shemaine.

[Caller/Client]

Hey, what's up, Alex?

[Alex Hormozi]

What's up, dude? Oh, honor's mine, man. Did I say your name right? Shamaine.

[Layla Hormozi]

Yeah, that's right.

[Alex Hormozi]

Okay. Rock and roll. Okay, so you're doing 3 million, top line. What is. Easy Dwell.

[Caller/Client]

Easy Dwell. We're out here to change the way people buy homes. We sell them in an llc, like a business that owns the house instead of, like, traditional financing.

[Alex Hormozi]

Okay, got it. So you're doing 3 million, top line, $5 million. Sorry, $500,000 in profit. What's the. What's the. What's the constraint? And we. We have four and a half minutes left. So what's the constraint right now?

[Caller/Client]

Oh, right now there's a team of about 20 of us.

[Alex Hormozi]

Okay.

[Caller/Client]

And so I'm getting into, like, the acquiring and training leaders. Our goal is to do 280 houses. So we've done in the last two years, 46 acquisitions. We've sold 30 of those. We're scaling up dispo. Dispo, where we sell the properties is really how we, I think, can get our cac up on that. A bunch of stuff, I guess. I mean, I'm trying to get to 280 in a year so we can iterate quickly enough, you know, launching an investment fund of 18 million.

[Layla Hormozi]

Are you.

[Alex Hormozi]

Are you wholesaling?

[Caller/Client]

Yeah. No, not wholesaling. So. Well, it's like a fund and an operations company. So we buy properties, sell properties, and we raise capital. But we've also, like, structured it on our own model.

[Alex Hormozi]

I. Dude, I'm so confused. Walk me through how you make money.

[Caller/Client]

Okay, so let's say you have like a 2% rate loan or your retired.

[Alex Hormozi]

Landlord, your seller, finance, you're just doing like sub 2. So they're transferring the mortgages.

[Caller/Client]

You can run cash. But right now we're leveraging sub twos because of capital constraints. Buy a property, average cost 25k, pay the operations, 25k, holding cost, marketing, et cetera. Average deal cost is 65k.

[Alex Hormozi]

Right.

[Caller/Client]

We'll sell a property to a buyer. Average time on market right now about 90 days.

[Alex Hormozi]

Right.

[Caller/Client]

We want to get that down to 45, collect 25k up front, and then about $800 cash flow for the next 30 to 40 years. So our. We're not. We're not a three to one. Yeah, yeah, but we're like 60% cash on cash at the fund level, at the total level. And then let's say we take that 25k. We do that twice now, we can buy another deal so we can cycle those funds back in.

[Alex Hormozi]

So.

[Caller/Client]

Pounding machine with a lot of, like, stickiness.

[Alex Hormozi]

So what do you need? You need what, $18 million?

[Caller/Client]

Well, we need to be able to acquire more properties.

[Alex Hormozi]

So you need capital to acquire more properties.

[Caller/Client]

We know the capital we have.

[Alex Hormozi]

Okay. Oh, so you just don't have enough deals?

[Caller/Client]

Yeah, not enough deal flow on acquisitions right now.

[Alex Hormozi]

Got it. What are you doing right now to get sales?

[Caller/Client]

Now it's acquisitions.

[Alex Hormozi]

Okay. Hurt. So what are you doing right now to get. To get deals?

[Caller/Client]

Just wholesalers. Like, wholesalers in the state of Florida, Facebook groups. And we've been doing it for a year, so we know a lot of the people.

[Alex Hormozi]

Yeah, yeah.

[Caller/Client]

But we've had some team. There's a lack of like, leadership over there right now, which I may need to kind of jump back into.

[Alex Hormozi]

Yeah, okay. So, so what stops you from just like, basically, instead of buying from wholesalers, just learning how to wholesale.

[Caller/Client]

We started out wholesaling.

[Alex Hormozi]

Okay.

[Caller/Client]

And it was. We were doing. We pull all the pre foreclosures. We do no cold calling. It was just. It became way more leverage to just go to the wholesalers who had already negotiated on those and buy from them.

[Alex Hormozi]

So then. So if I'm you, I'd be thinking, what are the wholesale networks and associations that I can get into? So that I can just say, like, I'm a guaranteed buyer for all of this stuff. Because it sounds like you have a pretty good, you know, return on capital. You're getting 60% cash on cash returns is phenomenal, right? Yeah. So I'm just. Basically, you can outspend if you have that kind of return. Even if you have 50% cash on cash, you could still, you know, you'd still be probably pretty happy if it meant you could double the amount of deals you did. Right?

[Caller/Client]

Yeah. So we've. Part of the problem, like, we've. We joined, like, some of those groups, and we've, like, there's a site where all the wholesalers post their deals on Facebook, and we've quite literally scraped, like, all of them. It's almost a lead problem at that point. Now we're shifting to look at portfolios. Like.

[Alex Hormozi]

Yeah.

[Caller/Client]

Who owns 170 homes, I understand.

[Alex Hormozi]

Yeah. But my thing is, is that you've only done 40. You did 40 deals in the last two years, something like that.

[Caller/Client]

42.

[Alex Hormozi]

Yeah, yeah, yeah. I mean, you're not even close to tapping the wholesale market for the state of Florida. You know what I mean? You're not even close. There's no, like, you're not even close. It's like, not. You're like, not even a blip on the radar. Like, I just want to break your belief around this. Like, you're not like, oh, I've. I've. I'm in every single one of these. It's like, dude, you're doing $3 million a year wholesaling. You're not. You're not even close. Like, a single franchisee for some of the wholesale franchises that exist. Average $3 million a year per location.

[Caller/Client]

Right. A lot of that's cash, though.

[Alex Hormozi]

No. What?

[Caller/Client]

I'm not trying to protect my limiting belief here.

[Alex Hormozi]

Yeah, no, no, you're not even close, though. I, like, there's zero way. No chance. Not like, not even in a million years. You're not even close. Okay. If you were like, I'm doing 200 million a year in Florida. I'd be like, okay, he's one of the bigger players. Like, you're not even close. Okay, just. So let's just, like, blow through that right now. I do think that you revisiting the idea of, like, if I'm you and I want the fastest way to grow this, I'm going to find the biggest wholes and see if I can bring them in house. Because they're just giving you what they're giving you, not what they have. Yeah, right. They sell to other people. So it's like, I want to bring, like, again, I like to control the whole funnel. Right. I want to say, like, how do I go from click to close, how to own the whole thing? Because, like, if I. If I could be vertically integrated here and I can bring someone in or acquire, like, you have the cash. If I can acquire a wholesaler who has a good amount of volume, then it's like, I have a way better monetization vehicle than they do. And so then it's like, I buy something that cash flows, and then I just have another way to make even more on it. And so it's like that business works on its own with mine. It just juices and I love. That's the game. Those are the games I like to play. Yeah, right?

[Caller/Client]

Juicy games.

[Alex Hormozi]

Yes, juicy games. Big juicy games. I gotta call the next person, but hopefully does that, like, first off, belief broke it. Like, you are not even close. Not even close. Yeah. Okay. And then number two, it's like, what would it take? And this is the question that I would ask them. What would it take to be your exclusive person to get all of the deals that you're doing? I would ask that as like, if I had to make money tomorrow before even doing anything complex, I call every single person I did deal with over the last year and say, what would it take? Cool. And you've got the returns, man. If you. If you go from 60% to 50 or 45, all of a sudden you have exclusive pipeline, and that triples your pipeline. Then there you go. Yeah. All right.

[Caller/Client]

Thank you.

[Alex Hormozi]

Appreciate you, man. Thanks for donating books. All right, all right, all right. So anyone hopping on. I'm just calling all the people who donated the most books. So we have a bunch of 800 book donors. And so I am calling them. And this is in spirit of the. The. The final countdown. I think we're at 10 hours and 10 hours and plus 10. 1040. Yeah, 10 hours. A little less than 11 hours. And we're Going, we're marching on. All of these bonuses disappear for anyone who donates 200 more books. All that stuff disappears in 10 and change hours. All right? So if you are a last minute person, this is the last minute. All right? Ding Duong. All right, calm down. All right, calm down, guys. Let's not get carried away, all right? Infinity Medical Consulting. Infinity Medical Consulting. Dang Duong. What's up, man? Hey.

[Caller/Client]

Hey, Alex. Happy birthday. Thank you again for your time and helping us with our constraints. I really appreciate it.

[Alex Hormozi]

You bet, man. Thank you for donating a ton of books. All right, so you got 5 million top line, you got 2 million in profit. Okay, what's the. What are we. What are we working with here? We've got medical consulting. What's holding you back? Yeah.

[Caller/Client]

So essentially we are dealing in the space of chronic wounds. So we help folks with chronic wounds close their wounds. So the largest constraint that we have is trying to pull down on our specific avatar in terms of the actual patients. Because the LTV is once it's closed, it's closed. There's no more LTV afterwards. So we're trying to do Facebook ad leads that actually constraints it to Medicare Part B. That's the specific insurance that we're able to accept to provide the service for the patient.

[Alex Hormozi]

Right.

[Caller/Client]

But I don't know how to essentially filter out so we can have that specific avatar in terms of Medicare Part B.

[Alex Hormozi]

Okay, well, what does the application say? What does the ad copy say?

[Caller/Client]

So essentially, we are here to help with hard and wounds. I think it's very generic and we're trying to refine it and then essentially provide a PDF so that it's a layman so folks can understand the wounds that they're having and seeing if they could help themselves during the times when they don't get treatments from services that does stand.

[Alex Hormozi]

But you make money for Medicare Plan B, right? Or that's what you just said, right?

[Caller/Client]

Yes.

[Alex Hormozi]

Okay. Yes, yes. But so you just want the like. Not from a. Not from a humanitarian perspective. So I'm just purely talking business here. The point for you is that you want to get as many Plan B people as possible, right?

[Caller/Client]

Exactly.

[Alex Hormozi]

Okay, exactly. So you're trying to get as many Plan B, and right now you're getting. You're doing Facebook ads and you're getting some people that are not Plan B, right? Yeah. Okay, so before we even, like, fix that, I want to understand, is it really a problem or is this a feature? So let me explain right now how much, how much is it costing you to get one of these people versus what you make on them.

[Caller/Client]

So it's costing roughly on average about $15 per acquisition of a lead.

[Alex Hormozi]

All right.

[Caller/Client]

And, and so it is a range based on the wound size. So if it's a 1 x 1 cm, just less of a payout than compared to if you have a big gigantic width, it's 100 centimeters. So if we can refine the wound size and then the qualification. Because the only payout that we receive is Medicare Part B. Yeah. Hence why there's so many different insurances. We can't take any of those.

[Alex Hormozi]

I'm getting. I totally hear where you're coming from. It costs you 15 bucks a lead. Like we just the way, the way you have to grow this is like you're making it sound special snowflakey to you. And I think that's why it's making it confusing. But fundamentally it's just like it cost me 15, 15 bucks a lead. One out of ten leads is going to be a qualified person who's plan B and has a big enough wound. Right. It was like, we just have to know this, this math. That's it. It cost me $15 a lead. I convert one out of ten leads. So it cost me $150 to our customer. Each customer is worth this on average. Even though there's variability, it cost me. This is what I make on average. So do you know, do you know those three? Like, I know you know the lead cost, but what about the other two numbers? What percentage of leads do you close and what the average deal size is?

[Caller/Client]

Yeah, it's pretty low. I mean, we've had five treatments out of the 1,000 leads.

[Alex Hormozi]

That sounds bad. Okay.

[Caller/Client]

Yeah.

[Alex Hormozi]

Okay. How are you making sure. Yeah, yeah. How are you. So, so the funnel right now is that they're just opting into a PDF, right?

[Caller/Client]

Yep, yep. Okay. Consultation call afterwards.

[Alex Hormozi]

So it automatically takes them to a consultation call. Or in the PDF it says if you have these things, then do a consultation call.

[Caller/Client]

So essentially once they provide their email, their name and phone number, they receive the PDF and then the next kind of landing page is book a consultation call for wound care.

[Alex Hormozi]

Okay. So you've got name. So I'm writing this on the board. So maybe if you're watching the live stream, you can see it. All right, so you've got your opt in thing for the PDF. Okay, cool. And then they put name, phone, and then email, right, Something like that.

[Caller/Client]

Yep, yep.

[Alex Hormozi]

Email, whatever. And then, and then if their stuff is qualified or everyone goes and sees the scheduler.

[Caller/Client]

Yeah, everyone listens, sees the schedule.

[Alex Hormozi]

And are you taking all these calls with all this trash? Yeah, yeah. That's horrible.

[Caller/Client]

Me and one other. Yeah, one. Another one other rep. Yeah, yeah.

[Alex Hormozi]

Okay. And then, and then you're just running lead ads. What, nationally?

[Caller/Client]

No, specific to the areas where we have providers that can provide the service.

[Alex Hormozi]

Okay, got it.

[Caller/Client]

City, state, location, heard.

[Alex Hormozi]

Okay, so big picture here. I think I'm gonna bet that there's an ad copy issue. Like how many people know that they have plan B or not.

[Caller/Client]

The thing is they're also not educated to know since they can, unless they're 65 and older, they automatically have a Medicare part B.

[Alex Hormozi]

Well, dude, why don't you just advertise to everyone who's over 65 and older?

[Layla Hormozi]

We do.

[Caller/Client]

We didn't do 65 and all that. But they still have other insurances that get kind of opt in. But if they care Advantage plans.

[Alex Hormozi]

Yeah, yeah, but they all have plan B if they're over 65. Right. So they do qualify to use your stuff. Yeah.

[Caller/Client]

So but once they hit 65, they also have the option to choose other more affordable Medicare medical insurance plans. So that's where the challenge.

[Alex Hormozi]

So you're trying to find people who are not over 65.

[Caller/Client]

We are trying to find folks that are over 65. Even though they qualify like automatically at 65, they do have the option to more affordable options. I got it.

[Alex Hormozi]

I hear you. I hear. Let me. I hear you. So let me, I want to, I want to help because I also want, I got to, I got to make through the, the next. The donor. Okay, so big picture right now you're taking too many calls that are trash. There's definitely diamonds in there. And so we have to add filters to the funnel. And so the filters that we have to add is the copy itself. Now if you say they have no idea, then we're going to have to do what are the other things that they have in common. Now, to your point, you said everybody above 65 has this, but they have other stuff too. For me, that just sounds like a sales call. So if you know 100% of people over 65 have the thing, then to me I'm like, well then why would I focus on anyone else? Because then I'm just going to try and have the max hit rate knowing that every single person in the phone with can. Can, can do this thing because now all I have left is do you have a wound? And are you ready to say yes? So if I'm you. My targeting is going to change to 65 plus. I would also make the messaging change on the opt in page to just reinforce that. And then you have your. Yeah. And then the. The. The. The application part I would add in how big is the wound? And then that way you can score the leads and if you. And like, even with that level of lead flow, maybe that be. That's enough filtering. If it's not enough filtering and still getting trash, I would then start scoring them and only showing the scheduler to the people who have wound sizes above X. Gotcha. All right. That's how. That's the first thing that I would do and think through it. All right. Appreciate you, dude. Congrats on the business. I mean, dude, you're doing 2 million profit. 5 million top line. Like, you're. I mean, you're not suffering right now. All right. But if you're being inefficient, then we have to add friction. That's fundamentally it. Like if you're sifting through too much crap, you gotta add friction. Yeah.

[Caller/Client]

Gotcha. No, I appreciate that.

[Alex Hormozi]

You bet. Awesome, man. Talk soon. Thanks for donating books. All right, bye.

[Caller/Client]

Thank you.

[Alex Hormozi]

Of course.

[Caller/Client]

Absolutely.

[Alex Hormozi]

All right, Rock and roll. We rocking and we rolling. All right, dude, I'm checking boxes right now. Okay. Zack Reinders. So Zach Reinders, R2 Studios Architecture. This sounds interesting. All right, so anybody who's tuning in, it's. I said I'll say it again later. Okay, so Zach renders. I'm calling the people who donated 800 bucks as fast as I can. That's what I'm doing. Just so you guys are curious. That's what I'm doing. I'm doing five minutes apiece. This is Zach. Zach, we've got five minutes on Hermozi hotline, and I want to help you with the business. So the timer has begun. You bet, dude. The timer has begun. Okay, so talk to me. What's. Yeah, what are we looking at?

[Caller/Client]

Okay, so I'm actually in a client meeting. I'm stepping out right now.

[Alex Hormozi]

It's only five minutes. You can tell them that.

[Caller/Client]

Perfect.

[Alex Hormozi]

Okay.

[Caller/Client]

We own a local architecture firm.

[Alex Hormozi]

Okay.

[Caller/Client]

Soda.

[Alex Hormozi]

Got it.

[Caller/Client]

We niche down unintentionally, but it's worked to our favor. We only do assisted living facilities that are converting. So it's people that are taking a single family home with five or less bedrooms and converting it to an assisted living facility. They need to get licensed architecture plans from the state or for the state. So that's where we came in. Our Problem is really cheap. Well, we actually, we do 80 of those just off of referrals every year.

[Alex Hormozi]

Okay.

[Caller/Client]

So it's pretty solid where it just sustains itself by our service.

[Alex Hormozi]

Can I, can I make a guess at what you need to do? Because I. Pattern recognition, I got promise. Okay. So you're in it, you're in a space that it's, it's super price driven. Right. Because you've got, it's construction, they're looking at cost, blah, blah, blah, blah, Right? Yep. Okay. You have three vectors of winning. You have to pick one. Ideally you can have more than one, but one is what I like to lead with. So you either got speed, you've got risk, or you've got ease. Right. And so in your business, time is money. If you can do things faster. Right. There's also a risk component of like what kind of costs are going to come down the road if you do it the wrong way or do it differently. And then it's like, is there a way that we can throw some sort of verbiage or guarantees or some sort of like clawbacks that a customer can get where we say, listen, we'll put our skin in the game to make sure that we'll be on time and on budget so that you can build your thing faster so you get faster returns on capital. Because I'm assuming these like you quote, sell to an investor or you sell to a gc.

[Caller/Client]

So they're all, they're individual business owners. That's the hard part is we're going to small business owners. It's likely their first business. Right. So they're cheap too.

[Alex Hormozi]

Okay. I mean, who are the best, who are the best business owners that you deal with?

[Caller/Client]

People that don't question the price, that understand the process.

[Alex Hormozi]

My favorite. Right?

[Caller/Client]

Yeah, exactly.

[Alex Hormozi]

No, but it's not. Okay, so then what's stops us from getting only those people or focusing almost exclusively like can we get deal flow that has higher percentage of those people so we can command the prices we want?

[Caller/Client]

Oh, I would love that. And part of it is I've tried to expand so that we give one faster speed, like you mentioned. So we get our plans back to you within a week.

[Alex Hormozi]

Yeah.

[Caller/Client]

So that's faster than most everyone.

[Alex Hormozi]

Yeah.

[Caller/Client]

And then we on the back end, no one understands the process. So I've learned it really well. So that's where I come in and I can give them that guidance versus just someone that's giving them a commodity of just a single plan.

[Alex Hormozi]

Yeah.

[Caller/Client]

So that's where we've been able to get our price up some, but I need to get it up higher.

[Alex Hormozi]

So I'm wondering if you need stats, dude, I'm telling you right now, you need stats. So this is a logical sale, right? This is not an emotional, you know, thing for most of these guys, I would imagine, right? This is a pure, like, dollars and cents thing. And so you need to line up and come in with that frame, which is like, listen, let's be clear here. You and I are both business people. You need to make this make sense, you know, make sense. From a dollar sample, they're going to say, yes, it's like, cool. So there's. There's a concept called, you know, save a dollar today, cost you four tomorrow, or pay two today, and it saves you four tomorrow. Which one are you? Like, would you rather pay two and save four or pay one and have it cost you four? And they're like, well, obviously to save one, it's like, right? I like to establish that because if someone says, no, I'd rather just save as little as possible, then we all know that's not going to work for either of us. Right? Okay, cool. So then it's like, this is where the stats come in. Like, I'd look at Statista. I'd look at. I'd ask, you know, GPT. I'd be like, hey, find me all the stats of average, unforeseen costs that can occur. And so then now we took the frame of the fact that it's just going to be a logical sale. We're all dollars and cents here. But the reality is now we go fear, uncertainty, and doubt, right? So now it's like, well, these are the top four things that occur. This occurs in 22% of circumstances. This occurs in 15. This occurs in 38. Right? And these are all the different things that can go wrong.

[Layla Hormozi]

Right?

[Alex Hormozi]

And so what we've done is that we try to minimize this thing, which is going to cost you way more money than what I cost. And so now we're anchor. Anchoring around all these way more expensive things. And then basically, that's how we can basically nudge our way into a completely different price because we've changed the context around the conversation.

[Caller/Client]

Okay, would you think about any way to get recurring revenue or would you just double down on this and try to get as many people as possible?

[Alex Hormozi]

So the only way that I would see recurring revenue in your specific business is going to be people who do regular business more so than, like, subscription, anything like that. It's more like who are the nodes of referrals? Those are my quote, reoccurring more than recurring business like Coca Cola. Super amazing business. Not recurring, but reoccurring. And so I put your hat on. So what you need to do is chunk up in terms of how you think through your business. I'll give you an example. So when I had Allen, which is a software company, we had, you know, the first thing we did is we went to market for small business owners, right? And that sucked because they'd be like, oh, this is great. It works our leads, but we don't have any leads. And I was like, oh, darn that. I didn't think through that. And so then all of a sudden the people who did really well were the ones who already had agencies that were working with them generating leads. And then our thing just did a lead flow. So then all of a sudden I was like, okay, well I'm going to go after agency owners and say, hey, we can improve the results of your your services and decrease churn and increase, you know, like basically make more money, etc. Using our software. And so all of a sudden what happened is instead of having, you know, trying to go onesie twosie after business owners, we just went after agency owners. And I knew that let's say a chiropractor agency comes in, he only does chiropractors. He comes in and he pays, you know, he onboards his 50 clients at a time. And I was like, oh, that was fucking great. Right? And for you, it's like somebody might have a portfolio, but he onboards 50 clients. But then after that, I could rely on the fact that 10 of his people would turn every month and then he would sign 10 more up every month. Right. And so he. So our churn at the agency level was almost zero. Our churn at the SMB level was whatever the churn of the agency was, which is not really our issue. And so when we redefined our business as, oh, we're actually in the agency servicing business, not in the SMB servicing business, that's when it really started stacking. And so translating this back to you, you said you've got these referrals that are coming in, right?

[Caller/Client]

Yeah, we typically get three to four referrals every week that we'll then try to book.

[Alex Hormozi]

Amazing. And so then I'll bet you have a list, or hopefully you do, of all the top referrers that refer you business. Right.

[Caller/Client]

100%.

[Alex Hormozi]

Right. And so then the whole paradigm around this for me is how do I How do I partner with the referral partner so that they can frame the conversation with their introduction to me in the way that maximizes the likelihood of a close and the framing around pricing that I want?

[Caller/Client]

Okay.

[Alex Hormozi]

That's how I approach this. And so your business, if I'm thinking through this, right, like if I'm you, my business is I'm really in those centers of influence, right? Those affiliate partners, those referral partners that you have, those are the quote customers. And so I want to see like what's my sales guy for those guys to get them to consistently, you know, bring me more in and how can I acquire more of them? Because each one of them is a node that over the years if I go from having a base of 20 guys who refer me business to 200, that becomes reoccurring by nature rather than recurring but still stable.

[Caller/Client]

Suggestion on our referral bonus for those people.

[Alex Hormozi]

Are you allowed to do kickbacks legally?

[Caller/Client]

I think so.

[Alex Hormozi]

Okay, great. Well, if you're allowed to do double check, yeah. If you're able to do kickbacks legally. There's, there's three different affiliate structures that I like. Like you'll immediately, I'll say all three of them and you'll, you'll know which one's right for you. So version one is that you peel off some element of your particular service, a very small element, and then you allow them to sell it for whatever, whatever they want, they keep all the money. And then you deliver on that as step one of a multi step process. That's V1. So an example of that is hey, new business owner gets an LLC set up. We'll do the LLC setup. You can charge whatever you want for that. Let's say they sell for 300, we do the LLC setup, but then we upsell tax and bookkeeping right from there. But they keep 100 of the upfront. That's option one. Option two is that they just straight up sell your thing, right? And then they get to keep whatever percentage, right. They keep. You give them 10 or 20 or whatever number makes sense for you for them to actually just legit, you know, cradle grave. All they got to do is just acquire the business and then just send it to you. Then you deliver. That's the second, right. And then the third is more of a, more of a lead gen version of this, right? Which is kind of what you're doing right now, it sounds like. And then you can go give them kickbacks later and that's. And then they basically factor it in to how much they're every three referrals I send, I get, you know, one sale or whatever.

[Caller/Client]

A lot of ours come from consultants that are on the actual application, dude, 100%.

[Alex Hormozi]

Then consult. Like, you need to basically build out, like, think of this. Like, you need a customer journey for the consultants.

[Caller/Client]

Okay.

[Alex Hormozi]

Like, and then that's. Yes, exactly. And then they're the ones who are going to consistently be sending you business month over month over month. Okay. Got it? Yeah.

[Caller/Client]

Thank you so much, dude.

[Alex Hormozi]

You bet. I know you got. You got your guy. I went over five minutes, so I'm so sorry, but hopefully you're good with it.

[Caller/Client]

Thank you so much.

[Alex Hormozi]

I appreciate it, dude. You bet. Thanks for donating books.

[Caller/Client]

Yeah, absolutely.

[Alex Hormozi]

All right. Later, man. All right. You guys digging this? Is this cool? This is fun. El senor Chatissimo. Yeah. You got extra value. Albert Supers farm. Love it. Okay, cool. Yeah. Day three. I know. Well, it's really, like, hours. Jeez, I'm loose the phone. Hours. 10 and a half until close. All right, we're closing this thing down as a team. We started together, we're ending together. All right. Starting is one, finishing is one. All right, so that was. Who was that? That was Mr. Reinders. So now we're gonna go. Trent Husky. Husky's paint and design. All right, so we're gonna talk paint and design. This will be fun. I know. We're rocking and rolling. This is great. Buy all three of his books. Awesome. What's up, Trent? Trent, you're up, dude.

[Caller/Client]

Hey, how's it going?

[Alex Hormozi]

Good, man. All right, so we got paint. We got five minutes, and let's rock and roll, man. So you got. Was it a 5 million top on. What did I see here? You got paint, paint, paint, paint. Okay. Five million. Top line, 500,000 profit. Yes, sir.

[Caller/Client]

That's me.

[Alex Hormozi]

Yep, that's me. All right. Rock and roll, man. Okay, so what is the. Like, what do you want and what's. What's holding you back?

[Caller/Client]

Yeah, so I've been at this for seven years now. I got 40 people on staff.

[Alex Hormozi]

Congrats.

[Caller/Client]

Thank you. So my issue is I'm kind of at a. At a fork in the road. I started off doing residential repaints. That was my bread and butter. I did that for years. And I actually went to one of your conferences, and you guys talking about reoccurring revenue. You talking about LTV to cac yeah, once I saw that, I went there to learn. Facebook ads was my agenda. You taught me that. Completely pivoted. I was like, holy cow. I should go after gcs. Well, that was almost a year and a half ago now. So now that I, now that I double down on gcs, it's like every time I land when it stacks. Okay. But the downside to it is, is that the gross profit is less. But the advant of it is that the LTV to CAC is insane.

[Alex Hormozi]

Through the roof. Yeah.

[Caller/Client]

So. So it's like, so it's like, what do I do? Because my GP on repaints is 52, but I pay a salesman 7% and it cost me another 5% market and that's 12%. So when you wash it, it's 40 HP to GP if you take away the CAC. You see what I'm saying? So I've been doubling down on it. But then here's the next thing is that. So since I did that, I was like, okay, I'm gonna go full force. I hired a, hired and a version virtual assistant who, who just does my takeoffs. That way I could produce way more, Lee. I could bid way more jobs way faster. This whole, this whole year I have three salesmen selling repaints. They've, they've sold about 2.8 million. I'm already at 2.6 million by myself with a takeoff guy assistant.

[Alex Hormozi]

Yeah.

[Caller/Client]

And so I'm already doubling down on it, but I just won't. I like, am I making the right decision here? Because they are way harder to produce as the hard thing. Like, like most people get their ass kicked in new construction. They go bankrupt. The AR is crazy. My average pay per time right now, five days, but it gets up to 91 20. So it's very capital intensive and it's a way harder business model to run. Do you think I'm making the right decision?

[Alex Hormozi]

Well, thank you for the context. So when you said you were getting 20 to 1, we talking revenue or gross profit?

[Caller/Client]

Gross profit.

[Alex Hormozi]

Yeah. So you still make way more on, on the contract, on the, on the, on the gps.

[Caller/Client]

So what do you mean by that? Will you explain to me?

[Alex Hormozi]

No. So you said you're going after these bigger deals because they're, they're, they're recurring the GCs, the general contractors, right? Yes, sir. And the issue there is just that. It's really just that the pay cycle is extended. So it just costs more cash for. Basically you have to float cash for a period. That's the biggest problem. Okay, so there's. So I'll give you like the, the simple, the simplest answer here and I'll tell you a story to Illustrate this. So there's a company that I was looking at investing in and it was a couple of years back and they were at like 2 million bucks a year and they had $4 million in debt and it was just a mess and I ended up not doing the deal. And one of the big issues was that they had, they had bad terms for payment as a physical products business. And what they ended up doing is finding a manufacturer that gave them net 90 terms. So they basically fronted them the inventory and then give them 90 days to pay them back. Which is amazing. Right. It's literally the opposite situation that you're in. And the result of that is that within 18 months they went to 5 million a month. Right. And so my point here is that there's, we could look at model, but I lean towards this. This is, this is far more likely to be a financing solution. Like we could do all sorts of crazy things, but like realistically you probably just find a 90 day rotating credit line at a bank and just show them what your financials are and what percentage of deals you collect on. And like, basically you just have to show them diligence that you, when, when you say, hey, I've got this, this money coming in, it's just called AR financing. And so by doing that you can accelerate the cash flow cycle and basically eliminate that as long obviously you gotta be responsible with it because you got to pay it back when you, when you get it. But that capital tends to be very cheap because it's basically, it's somewhat secured. Technically it's not secured, but it's secured by your ar.

[Caller/Client]

So it's like a line of credit.

[Alex Hormozi]

Line of credit, yes, exactly. And then that solves the cash flow issues.

[Caller/Client]

Yeah, because that's by far the biggest issue. My AR routinely sits at 500, $600,000.

[Alex Hormozi]

It's crazy, right? And so if you could pull that down, you could just like, okay, great, I have this here and then that way. And usually those are around a percent a month that they'll hold. And so very easily like you can find a percent, you know what I mean? Just like you could raise the price by a percent and get it back. Yeah, that's. I don't want to mess with anything else. It sounds like the, what you found when you came here worked. So I'm happy about that. And now you have a 20 to 1 machine. Like when I see a 21 machine, I don't want to mess with anything about it, dude. And so the only issue you have is a cash conversion Cycle issue. And because you're in a space where financing exists for this problem, I just say, like, let's just go pursue that. That's the first thing I would do.

[Caller/Client]

That is genius. Thank you so much. I'm telling you because, like, whenever I was there, I had that epiphany. And, like, you guys. You guys were passing around the mic, and I was raising my hand. I was like, please just tell me this is right. And I. And I didn't get to ask. I was like, I'm just going for it. Excuse my language.

[Alex Hormozi]

No, you're good, man. Well, I appreciate donating 800 books. And, you know, honestly, thank you so much for me. And from the entrepreneurs that you donate books, too.

[Caller/Client]

Happy birthday. Thank you so much. I really appreciate you.

[Alex Hormozi]

You bet. Thanks, Rhett. All right, bye. Okay, now we're going. Is that cool? That's exciting, right? That's kind of fun. Yeah. This, like, honestly, guys, I could literally do this all day. Well, you will see. I really. I just, like. I love business. It's, like, the only thing that I really enjoy. It's, like, the only thing I drive joy from. So, yeah, I would do it for free. And. And here we are, and I'm doing it if you donate books. So. Daniel Mueller, next up. Sounds German. All right, let's see what this is. Heismuller. All right, let's see. It's four, nine. I'm guessing he's German. Like, actually German. Not just, like, his ethnicity, but I think his country of origin. What's up? Are you. Are we in Germany?

[Caller/Client]

Yeah, we're in Germany.

[Alex Hormozi]

I guessed it. I guessed it. Okay, talk to me about the business. What's Heinz Mueller? All right, so we have five minutes, too. Just want to give you a heads up. We have five minutes just to give you a heads up. Okay, go for it.

[Caller/Client]

Great. Thank you. I just started a business for four months ago, and I. In first business, I had a little bit of, like, I grew too fast.

[Alex Hormozi]

Okay.

[Caller/Client]

And I had various issues.

[Alex Hormozi]

Okay.

[Caller/Client]

And so now I'm. I'm, like, wondering how you could, like, decide when to grow and, like, when to when and what systems should grow first. Yeah.

[Alex Hormozi]

Yes. Really good question. So first off, off the bat, I don't know what went wrong when you said you grew too fast, but my guess is that you. So one of the sayings I have is that you can't really over expand, but you can under talent, meaning the people that you brought in when you were, quote, growing too quickly were just insufficiently skilled. And as A result, things started breaking and falling through the cracks.

[Caller/Client]

So, so I, I, I went to the VAM last year.

[Alex Hormozi]

Yeah.

[Caller/Client]

I think the issue was we, we identified it as like I went over, over my skis. Yeah, yeah, that's, that's what you said.

[Alex Hormozi]

Yeah, yeah. You bas basically you were spread too thin. And you can be spread too thin because you don't have enough support from good enough teammates. And if I say anything you don't understand because I'm, I talk fast, just correct me. All right. Just you know, hold me back. But right now the speed of, I'll talk a little. So, so the speed of your expansion should be correlated with the speed of your ability to acquire talent. So the speed of your ability to get good people into your business to hire them. And so the reason that it felt like you were over expanding is because you had no help.

[Caller/Client]

That makes sense.

[Alex Hormozi]

Okay. So if that's, if that was the situation, I would then look at my calendar. Basically the follow up question is, do you have the cash flow to pay somebody what's required to get the help you need to expand the business currently? Do you?

[Caller/Client]

I, I do. Like, so right now I hired my first sales rep. Yeah. Starting next month.

[Alex Hormozi]

Okay.

[Caller/Client]

And I'm doing 150k revenue like this month and I have like 25k profit.

[Alex Hormozi]

Okay. It's a little low. I don't know like if that, it's a service business.

[Caller/Client]

I do like an H Vac company and yeah. Specialized on.

[Alex Hormozi]

Yeah. Hurt. So I think that especially if you're a niche, you know, service like that, niche home service especially, or commercial service, you probably, this is me just guessing, you're probably also a little mispriced. So I'll bet that you do need to raise your prices because if you're running 150 top line, 22,000 bottom line, you're running what, like 13% margins or something like that, right?

[Caller/Client]

Yeah, like 15. Yeah.

[Alex Hormozi]

Right. And so for me, a home service business, especially if it's niche, like for me I would say 30 is going to be where I'm like my kind of like minimum target for just, I would say like if you were just, just H vac. Right. But if you're like, I specialize in heating pumps specifically, I would expand that even further to like you could, if, if run well, this business could run 50 plus margins. So it's like a very competitive market.

[Caller/Client]

In Germany because it's very like.

[Alex Hormozi]

No, I know, I know.

[Caller/Client]

Subsidized.

[Alex Hormozi]

Yes. Yeah, yeah, no, I hear you. But the The. Okay, so I'm just gonna put a pause here for a second. I'll ask the original question again, which is, do you have the cash flow in order to hire the help? You said you're hiring a salesperson, right? That's coming in?

[Caller/Client]

Yes.

[Alex Hormozi]

So in order to make sure that you don't grow too fast, what you have to do is that when that new salesperson comes in, before saying, okay, now I'm gonna hire the next person, we have to make sure that that salesperson becomes productive. So the, the speed of your expansion is gonna be the speed of your ability to onboard and activate teammates. So just like you activate a customer, like you say, okay, you know, they have to go through this journey and then they, you know, they get a good result, they're happy like you have that journey. We basically need to think through your expansion from the employee perspective of how do I activate the employee so they don't have to think about them as much. And you go from training to managing. Once they're managed and they're consistently generating revenue for you, especially because it's sales. Right. Then at that point I'd say, okay, now you can take your eye and then put it to the next constraint of the business. But it sounds like acquisition was taking a lot of your time and so you hired the salesperson, which, you know, that's fine. That makes sense. I would look, do you give any discounts at all? Do you give discounts when you sell people? Yeah, or anything like that.

[Caller/Client]

But I don't know how to use it.

[Alex Hormozi]

No, no, I don't want you to. I was going to say if you don't want to raise your price, at least eliminate your discounts. Okay. No, because literally you're at, you're at 15 margins and if you're giving, you know, let's call it 10 discounts or 15 discounts, you're giving half your profit away. And so if you feel uncomfortable about raising the price, then what I would do is say eliminate discounts and then add speed or add risk free. So it's like, okay, so if you buy today, we'll do it faster. If you buy today, I'll guarantee this rather than if you buy it a day, you can pay less. Does that make sense?

[Caller/Client]

Yeah, makes sense.

[Alex Hormozi]

That's what I would approach to try and get a little bit more premium on your pricing. So that because like dude, your, your, your, your margins are so low that even 5, 10% jumps is like 60% increases in your actual take home.

[Caller/Client]

I'm kind of Afraid that I'll raise price?

[Alex Hormozi]

Well, everyone's always afraid of that. That's why no one does it.

[Caller/Client]

Yeah, but I guess I do it now.

[Alex Hormozi]

Yes. Again, you have to focus on. The thing is you are afraid of raising prices because you believe that you sell a commodity. If you and someone else do what the prospect believes to be the same thing, then they will choose the lower one for sure. No question there. So the question is, how do we get them to not perceive them the same thing? Which is why the first chapters of the offers book is like, it's an Apple and orange issue, right? You're selling a commodity. And so we have to get you to not sell a commodity. Which means that we have to either add speed, you have to add ease. We have to make it more risk free for them so that they say, okay, good. Fast and cheap. Pick two. This guy is cheap and he's fast. But the thing is that it's not really cheap because you have to pay twice as much because I'm going to have to fix it and it's going to cost you way more and it's going to take you longer. So which one do you really want? Right. So it's like you have to break the frame to reframe the conversation.

[Caller/Client]

Got it.

[Alex Hormozi]

Cool. And again, sometimes that frame even. Sorry, go ahead.

[Caller/Client]

So I raise prices and then I hire for the next constraint and I only hire the next person when the person I already hired is like fully on board.

[Alex Hormozi]

Yes. All right. You nailed it.

[Caller/Client]

Thank you.

[Alex Hormozi]

No, you bet. Thank you, man. Good luck with the business. Congratulations. And you are in a niche, man. I bet, like, I'll bet you have the pricing power. I'm just telling you, man. All right, I got to jump to the next call. I appreciate you donating books, man. Thank you so much.

[Caller/Client]

Thank you.

[Alex Hormozi]

All right, bye. All right, dude, I'm telling you guys, pricing like the biggest lever by far on your ability to generate profit. It's like a three, I think PC said this two days ago. Patrick Campbell is one of the speakers at the launch. They did a huge meta analysis of this. It has a 3 or 4x stronger influence on profit than any other thing you can do, which is you could keep customers longer, which is amazing. You could get more customers, also amazing. But the thing that's going to generate by far the most take home increase, if you were to proportionally increase each of them, pricing is going to be way, way, way more. And so nailing pricing, being willing to experiment and do that with different prospects that are coming in and try new pricing structures out again. Models is about monetization in general. But the, the bonuses, by the way, the entire profit system, which is the, the last column on our, on the playbooks, which is the fast chat, Fast Fast cash playbook, the pricing playbook, and the price raise playbook. Those three playbooks basically walk through the process of what does it look like to actually raise prices? How do you do it without fancy analytics? And then, and then there's 10 optimizations of just like, how do I position this in a way that changes how they perceive the price so that it allows me to charge 50% more. Right. If you're like, well, both of these are apples, it's like, yeah, of course the customer is going to go for the cheaper apple. I would too. So would you. And so it's like, well, I need it this to be a banana. And then say, okay, well what are we really looking for? Do you need fruit or just need vitamin C? Because in fact I can give you a vitamin. Vitamin C, IV drip. Right. And then the, and it's 500 times the price. But because we're trying to figure out, do we have to sell a fruit or is it like a totally different way that we're trying to solve the problem? All right, so that's how I'm thinking through. Next one up we've got is Daniel. We have two Daniels in a row. What do you know? Daniel Linares, DLE event group. Oh, events. Fun. I know something about that. Something about events. Little bit. Run an event or two in my day. No, Raven, the Playbooks won't be available later. They end in 10 hours and then they're gone. The offer's gone forever. Yes, sir. Oh, thanks, dude. I appreciate it. Thank you for donating 800 bucks. So talk to me about the event, the event business. We got five minutes and I want to, I want to get as much. I want to give you as much as I can.

[Caller/Client]

Totally, totally. So we do a luxury kind of unique blue ocean. We're trying to dominate this category.

[Alex Hormozi]

Okay.

[Caller/Client]

For luxury wedding entertainment. It's not live bands. It's not a live dj. It's this kind of combination group.

[Alex Hormozi]

Dude, I love that industry.

[Caller/Client]

Starting to know it's called the hybrid DJ band.

[Alex Hormozi]

Okay.

[Caller/Client]

Now there's not high search volume, but we do get exact match people searching for us.

[Alex Hormozi]

Yeah.

[Caller/Client]

A lot of times they are our right fit. And we are closing, you know, people in that kind of 10 to 30k price point range.

[Alex Hormozi]

Dude, I love it. Actually. Actually, you said the hybrid dj, whatever. That's like feature jargon. Like I. As somebody who. Well, I'm not, I'm past, I'm not past wedding age. Sorry. But like, but like the. When you said luxury wedding entertainment that I'm. I mean, I'm a luxury buyer. Right. That struck a chord. To be fair though, the price sounded cheap for what it sounds what I. What I would imagine. Because luxury to me denotes significantly more expensive. Just as a side note. True, true.

[Caller/Client]

I mean honestly, there's, you know, for the ultra 1%.

[Alex Hormozi]

Yeah.

[Caller/Client]

We're the down. We're the downsell to the extra 1%.

[Alex Hormozi]

Yeah, yeah.

[Caller/Client]

So there's still a headroom for us to ascend.

[Alex Hormozi]

Do you have 100k option?

[Caller/Client]

We don't.

[Alex Hormozi]

Okay, can we do something right now? Like right now add $100,000 option. Because if you're in the luxury space, you don't win on volume. You win on volume of dollars. Right. Not volume of transactions. And so if you're doing all the work in the positioning of being luxury, then we have to capitalize on. The sole benefit of luxury is that you can have super sky high prices. And if done well, which I think you will, it's a veblen good. Meaning the more you raise the price for the right buyer, the more they want it, not the less they want it. So everybody finds us.

[Caller/Client]

They're like, man, your brand is like the five star four seasons. You're my, my pre conversion.

[Alex Hormozi]

Dude. I will bet you right now that you're like this is. This is not a promise to any who's watching or listening. But if I were to bet, I would bet that if you were to double or maybe even triple your prices, you will close at a higher percentage. Because 10 to 30k doesn't sound luxury to me. Man, I wouldn't even believe it. It's incongruent with the messaging.

[Caller/Client]

I mean the, the luxury, you know, 300k, 500k flowers.

[Alex Hormozi]

That's what I'm saying. Like you're like, dude, the. And so I mean my. If I'm you. Right. My sales pitch and do you have a VSL before you talk to these people?

[Caller/Client]

I just made one.

[Alex Hormozi]

Okay, great.

[Caller/Client]

Prefollow up to. To our zoom call.

[Alex Hormozi]

Yes.

[Caller/Client]

And now having. Here's our stuff.

[Alex Hormozi]

Are you running ads?

[Caller/Client]

Only Google Ads are for a 7x return on ad spend. But we're not doing anything on. On social yet.

[Alex Hormozi]

Amazing. Is it a. Is it a pure opt in? Yep.

[Caller/Client]

Request a quote after they've dabbled on our site. Pure opt In.

[Alex Hormozi]

Okay, dude, so let me, let me just, let me just, I'm going to cut through. Like, let me just, let me, let me love you. Okay, so this is what, this is what I would if I'm you, if I had to transport brains and like this, I have to take over the business tomorrow. The opt in would not be request for quote. That's like the lowest converting thing that you can do. All right? Instead I would have it be a questionnaire about the wedding, right? So, and it make it seem like it's like, oh, that way we can tell you the exact perfect type of, you know, entertainment experience for a luxury wedding that would match your style wedding, blah, blah, blah, blah, right? So they answer five, six, seven questions, whatever. Then on the thank you page, they either, if they have a budget that's high enough, they get shifted straight to the calendar where they can have the call, or if they're not, then you just send them to PDF or something like that, right? So if they are qualified, they go to the call, okay? Now if at that point you have the booking, then you nurture them by sending them the VSL before the call and then you put a secret word in there that says, hey, would you rather us watch it together? Would you rather watch it on your own? All right, Everybody's gonna say, oh, I'd rather watch it on my own. Which is great. But now they committed to watching it, which is the point. And if for some reason they forget to watch it, then you've already set the seed so that you're like, oh, did you get a chance to watch the thing which if you put a secret word inside of it saying, hey, by the way, just so we're prepared, tell us the head count of your wedding. Just text the person who texted you this back. And so you should get numbers that are like 50, 195, whatever. But then that way you know, they actually watch it, right? And so then when you hop on the call, you reconfirm they watched it. And then the first however many minutes, if they didn't, you say, hey, no worries, I'm gonna grab a coffee, go watch this video. And then you'll pick back up, right? Just as an easy way to make sure that every single person is pre framed properly for the call. Now the contents of that vsl, I know you already filmed it, but the concept of the vsl, the way I would think about it would be how basically I want to break frame here. It's like, okay, so what do you think people remember the most about the wedding. Right. And again I would look at statistics, I'd look at surveys, I would do whatever I could to try and have like the thing that people remember the most is this. The thing that people spend the most on is this. And so no one remembers where they had chicken or steak. No one. But what they do remember is how good of a time it was. That's where memories are made. And so we should be spending our money in proportion to, to the memorability or the, basically the memory contribution, you know, size of each dollar.

[Layla Hormozi]

Right.

[Alex Hormozi]

And so this would be the frame that I would enter the conversation with. And so if they're spending 500,000 on flowers, no one remembers the flowers. Everyone remember what the entertainment was.

[Caller/Client]

It's really good, man.

[Alex Hormozi]

That's the frame. And then you can start selling. 100,000, 150,000. Dude, you're luxury, like we're luxury. Let's go. Luke's right. Let's make, let's feel it and just.

[Caller/Client]

Continue to be messaging wise, you know, more and more unique as, as we do it.

[Alex Hormozi]

Yes. And so I would again, I mean I said put 100k offer up there but like 100k I think is probably where you is going to become your bread and butter. Just being real. Like you need a 250,000. Like dude, if you're luxury, luxury weddings, you've got a Bridezilla and dad's paying and he's a, you know, a hedge fund manager. He doesn't give a fuck.

[Caller/Client]

Dang Dan. Mind blown, brother.

[Alex Hormozi]

Yeah. As a luxury consumer, like let me tell you, they will spend, they just want the best. And right now your price is actually I, I honestly think are hurting you. 10k for a wedding is like the napkins.

[Caller/Client]

We get so many people that don't flinch.

[Alex Hormozi]

Right.

[Layla Hormozi]

And Right.

[Alex Hormozi]

What's your close rate? Yeah, what's your close rate right now?

[Caller/Client]

Close rate. You know, we, we meet with 10, we probably close, I think like 20 out. It's only about 20. Close rate. Of booked calls.

[Alex Hormozi]

Yeah, yeah. Of book calls. Okay.

[Caller/Client]

Of booked calls.

[Alex Hormozi]

Well, how many of those would you say you cancel? Because they're just not qualified.

[Caller/Client]

They cancel themselves.

[Alex Hormozi]

Okay.

[Caller/Client]

Our automation shows them our pricing in advance.

[Alex Hormozi]

Yeah.

[Caller/Client]

They'll set up a meeting and then they'll cancel it.

[Alex Hormozi]

It's like, oh yeah, that's the, what I started with. Like that's where we have the question flow. Rather than, you know, request an invoice. It's like no, like take our perfect entertainment quiz. Perfect match entertainment quiz. They go through it and then it automatically sorts them so they don't see your calendar. You don't have to waste your time with it.

[Caller/Client]

Right. Filter them out.

[Alex Hormozi]

Yes. What percentage of the calls that you take do you close? Not of called, not of scheduled.

[Caller/Client]

How many do we take that are actually like. You mean our show up rate?

[Alex Hormozi]

Yeah, well, yeah, showed calls that you make an offer to of the offered people. What percentage close.

[Caller/Client]

Of the offered people. What percentage close? Probably 20, 25%. About 25%.

[Alex Hormozi]

Oh, so the vast majority don't cancel their call.

[Caller/Client]

They don't. We got a 90% show of the people that, yeah, you know, that, you know, get on our calendar.

[Alex Hormozi]

So the way that I framed it is what that needs to be reflected in that vsl. It needs to be reinforced at the beginning of the call. You should be anchoring around two hundred fifty hundred thousand dollar expenses so that when you say your price it'll seem like way better. And I think that you start with 100k and you really do like go for the 100k. And if you want. So obviously you just got a bunch of books. But the anchor upsell, which is the, in the upsell attraction mechanisms, the way to really, really juice it if you want to get nasty with it, is that you present the 100k offer. All right, that's now your new offer. Okay. Just I don't want you to like wrap your head around that. 100k is the offer. But your, your, your core offer right now, which is your 30, right. Let's make it 35 because that's the same thing anyways. So make it 35. But what you're going to do is you're going to look at the 100k and you're going to say of these things what one thing is just really specific that most people don't particularly need except for somebody who's a super baller. But everyone else is really happy with nine out of these 10 things. And so what you do is you have the 100k thing and then some people just say, yeah, I want the best thing done. They don't even care anything. They just say yes at 100. If they say no, then you say, oh, you know what? Well, do you care a lot about where the DJ was born? I'm just giving it a stupid example. But they're like, oh no, I don't care about where the DJ was born. And you're like, oh well we have this other thing that's $35,000 because some people really care about that. But if you don't care about that. Then this is 35. And it gets, I think, a lot of things that you wanted, and they're like, oh, yeah. Because when you do an anchor upsell properly, right, the first thing is, like, you want to get the whales, and you got to commit to it. You can't just, like, toss it up and then be like, oh, you don't want that, and then start selling the other thing. You have to truly sell 100k. You got to commit, and they have to really consider it. Otherwise, anchors don't work. If they really consider it, then they're already starting to justify why it would be worth a hundred thousand dollars. And then when you just say, cool, well, this thing's 90% similar, and it's one third the price, then they're like, oh, done. Yeah, yeah, yeah. And so now, all of a sudden, everybody's buying your most expensive one at your current most expensive one, and maybe 10 or 20 buy your 100K. And if I'm right, 30% are buying your 100K. And just by doing that, we doubled LTV.

[Caller/Client]

Thank you, brother. I know you spent some extra time with me, man.

[Alex Hormozi]

You're good. I want to help.

[Caller/Client]

Happy birthday, man. Congrats with everything.

[Alex Hormozi]

Well, I appreciate you. If I make you more money, you donate more books, you help more people, we save the world, everybody's happy.

[Caller/Client]

Yeah, brother. Thank you so much.

[Alex Hormozi]

You bet. All right, good luck.

[Caller/Client]

All right.

[Alex Hormozi]

All right. That was fun, right? I know. That was more than. Oh, we got. We got. Oh, we hit. We hit a milestone. Okay. 3.28. So we just hit a milestone. Oh, geez. All right, let's. Let's rock and roll. Sweet. Okay, so I got a call. Okay, so who am I? Who do I. Who's hooking me up with a number? Ed, are you sending me numbers? We'll do it in a second. Okay, I'll call one more, and then we're calling single book buyers. All right, hold on. So I'm gonna call. I'm gonna call it. 800 buyer, who's coming in? All right, Ed, text me another 800 buyer. All right. Hamza Solomon. Okay, so you just. You got 800 books, and so I'm going to help you make more money. Not a promise. Of course. Your results will vary. Results are not typical.

[Caller/Client]

Hello?

[Alex Hormozi]

Hamza. We got. We got five minutes, brother. Talk to me. What's. You're the dentalist. You're doing 9 million top line. 3 million in profit, right?

[Caller/Client]

That's right. That's right.

[Alex Hormozi]

All right, 9 million, 3 million. Bottom. Okay, that's correct.

[Caller/Client]

So I just want to say firstly, happy birthday, brother.

[Alex Hormozi]

Thanks.

[Caller/Client]

Congratulations on the biggest and wildest book launch the world ever seen. I took the advice again to me last year in Vegas. We were doing around, I think a million and a half and then the advice it gave me was just to do more, more, more of the same. And we ended up here at 9.4.

[Alex Hormozi]

So you went from one and a half million to 9.4 million from some advice. That sounds like it was a good return.

[Caller/Client]

I remember what you said to me. Spend more time in a day doing ads, get more creative.

[Alex Hormozi]

Yeah, yeah, yeah, I remember, I remember, I remember, I remember, yeah.

[Caller/Client]

Anyway, so ever since then I've just, I've been watching every single moment, every little piece I could get from you. Because this moment here, now is where I want to understand exactly how do we take it to the, to the next level?

[Alex Hormozi]

Okay.

[Caller/Client]

How do we dominate the UK dental market? Because we're hungry. We're all locked in, in the team, everyone motivated, everyone got good momentum.

[Alex Hormozi]

It's going to come down to stick. I'm going to tell you right now. It's going to come down to stick.

[Caller/Client]

Okay? Okay.

[Alex Hormozi]

Like you, you figured out the first part, which is why you, you know, you just 7x or whatever the number is 6x, right? You 6x in a year following the do more advice and you still need to keep doing that volume, I want to be clear. But the thing is really, tremendously large businesses get really, really big 95% of the time because of one thing which is that they have, well, not 95, 100% of the time they have one thing which is a compounding vehicle. So they have something that compounds onto itself. And so virality, for example, is compounding. So brand itself is a compounding vehicle.

[Layla Hormozi]

Media.

[Alex Hormozi]

Because people tell other people who tell other people who tell other people and then that's how a brand compounds. That's one way. Now, given the nature of your business, you're not going to have a viral. I don't think. Right. You know, I don't think you're gonna be like the. I'll just leave it there. The main. Yeah, your B2B, a high ticket service. Like that's not the, that's not your game. But the key is going to be how do we make sure that dentists never leave. That is now your mission. Because if you did whatever, $9 million in sales this year because you were at one and a half last year, right. So you've pretty Much done almost all that growth this year. Right. So the key is if over the next five years you did no more acquisition, but every year you do $10 million a year in sales. Right. It's just that next year you're at 20, and then the year after that you're at 30, and the year after that you're at 40. And your margin is disproportionately growing because you don't have a huge amount of. Of opex that. That's the game we need to get to now. That's your next level.

[Caller/Client]

How would you do that, Alex? Because right now I. I'm getting days. I can see the pressure on the sales team.

[Alex Hormozi]

Yeah.

[Caller/Client]

I can see the. The kind of not listening in a way as well. It's hard to, I guess, managing sales team when there's more ad spend, I want to spend more. I want to spend.

[Alex Hormozi]

Well, I don't think the answer is spend more. Right now. The answer was spend more. When you came, that was the answer. Right now, the answer is not spend more. The answer right now is you have to keep. You have to keep the people you're selling. You have to keep delivering on them. You have to keep them happy. You have to reduce churn.

[Caller/Client]

At what point do we do. I know that it's a sign now to move into a different location and then aggressively scale location. And as a dental group, like, that's also something on my mind, which I don't want to ask.

[Alex Hormozi]

Wait, is this out of four walls right now that you got the nine. The nine million?

[Caller/Client]

Yeah.

[Alex Hormozi]

Oh, badass. No. Okay. Yeah.

[Caller/Client]

We've got one more room available.

[Alex Hormozi]

Okay.

[Layla Hormozi]

Heard.

[Alex Hormozi]

Hurt. Heard. No, I think you're actually. Now that I understand that last piece. Yeah. You're ready to open a second location using the same model. You're good. Okay.

[Caller/Client]

I'm glad.

[Alex Hormozi]

I'm glad. Glad we got there. So. So we still. We have. We have 55 seconds to spare. But that. That's. Yeah. Sorry, I. I misunderstood. Yes. 104 walls. You need to add another four walls. I go across town so that you don't. You have as little crossover as possible with the ads. And the thing that you have to be careful of is backfilling the. The talent who's required to, you know, start, you know, pop off that. That next one.

[Caller/Client]

And with the sales team. Just some advice there. How do I get a solid sales team here to handle inquiries and make sure no show rate doesn't go through the roof? Because that's what I'm.

[Alex Hormozi]

Well, did you Just got. So follow the lead, nurture the lead, nurture playbook that's coming in the mail. Right? Like, literally follow that to a T, number one before you do anything. That's number one. And then from a closing perspective, one of the key parts, and this for everyone who's watching too, is that the more I've studied sales, I feel like it's like the midwit meme. I don't know if you've seen that. It's like, really, just ask more times and don't bother them. And then there's all these tone and pacing and blah, blah, blah. And then at the end, it's just like, just ask more times and don't bother people. That's really what it comes down to. And so basically, we need to have a very straightforward script that anybody can learn. And so it's. How can we decrease the complexity of the sale? Remove as many variables as possible so that there's. So it's easier to onboard and train reps and grade them. Because the more complexity it is, the longer it takes to train them, the longer it takes to onboard them, then the harder it is to basically manage their performance. When it's like you have five questions to ask and you ask them in this way and you ask them in this order, it makes it significantly easier for somebody who's not as skilled to still succeed. And that makes a better business model rather than have a business that requires exceptional salespeople to succeed. Okay, but in terms of how do you find salespeople? Like, it's the same for every business. You're gonna have to recruit hard. And you want to think about your acquisition channel for getting salespeople the same as you think about your acquisition channel for getting customers. Same concept. You're going to advertise, you're going to have an offer, you're going to work the leads, you're going to interview just like a sale. Same, same. It's just that that is now becoming the constraint of the business is that you need more salespeople so you can open the next location, which then can, you know, double the business or whatever. Okay, I got it. Yeah.

[Caller/Client]

Follow the best price that you've had.

[Layla Hormozi]

TikTok.

[Alex Hormozi]

TikTok. What? Leo just walked in. No, I think the. It's more that you want to demonstrate that you've done some level of personalization for the prospect that makes them want to get that value. So it's less about bribing them like the term itself. It's more like, what does someone like that really want. It might be something that gets them out of pain or something that absolutely guarantees that this is going to actually solve it for them. But we want to show that. Okay. I appreciate you, man. Congratulations on your success this year. Thank you.

[Caller/Client]

Thank you.

[Alex Hormozi]

All right. You bet. All right, bye. All right, we have the great. The great Layla. The one. The myth, the legend. Legend extra legends. Way better. The legendary Layla. The legendary Layla is in the house. And so we're doing. So we're doing. This is our special edition because we just hit.

[Layla Hormozi]

We're just gonna call single book buyers.

[Alex Hormozi]

That's. Yeah, right. That's the. That's the. We just hit the milestone. Okay.

[Layla Hormozi]

Yes.

[Alex Hormozi]

So we're calling single book buyers. Okay, so do we have. Am I getting. Am I getting some.

[Layla Hormozi]

Yeah, so they're texted to you.

[Alex Hormozi]

Oh, there we go. Okay, great. So, Brandon Spry, you're watching. We're calling. We'll see. Brandon, you just bought a book. And so that was. We had this milestone, and so we're. We're going. Brandon, we're on the live.

[Layla Hormozi]

Hi.

[Alex Hormozi]

Brandon, you bought a book. You donated a book. Thank you.

[Layla Hormozi]

We appreciate you.

[Alex Hormozi]

Yeah. Oh, my God. I was just watching the live.

[Caller/Client]

Did you stop watching seconds ago?

[Layla Hormozi]

Seconds ago.

[Alex Hormozi]

Oh, I lost you. I lost you on the dentist. That's what did it. Yeah, that's just.

[Caller/Client]

Well, if you want proof, you just want open. Or ask him to open a new location.

[Alex Hormozi]

Yeah. Oh, yeah.

[Layla Hormozi]

There you go.

[Caller/Client]

No, I love it. Oh, my gosh. Well, really great to meet you, man.

[Alex Hormozi]

Well, appreciate it. How can. How can we help? We got. We got. We got a minute or two. Let's do it. What. How can we help?

[Caller/Client]

Yeah, let's do it. So I'm a closer. I'm gonna bore you with that, but I'm really trying to help. I work for an offer right now, and their show rate is terrible and really great.

[Alex Hormozi]

It's honestly the best offer I've ever worked for.

[Layla Hormozi]

Well, you haven't worked for us.

[Caller/Client]

You know, I just had a group.

[Alex Hormozi]

Reach out to me.

[Caller/Client]

It was like, hey, hormones. He's looking for a closer. And I was like, I don't really trust you. Like, they do it themselves, Right?

[Layla Hormozi]

That's actually correct.

[Alex Hormozi]

Yeah. Yeah.

[Caller/Client]

You know how it is.

[Alex Hormozi]

Yeah, I do.

[Caller/Client]

This offer is great. They scale plumbers, and they're so good, and I just have so much conviction for their offer. Yeah, our close rate is great, but, I mean, you obviously have closed way more than me, and you know that if the close rate is too high, there's a problem.

[Alex Hormozi]

Yeah.

[Caller/Client]

And part of that is our closer, or excuse me, our show rate is 20% and our close rate is. Is insane. So you know, we get three calls a week and we'll close two out of three. We'll get five calls a week, we'll.

[Alex Hormozi]

Close three out of five or four to five. Yeah. You mean they actually pick up is that we were saying no schedule? Yes, exactly. And yeah, couple things. You're good. So there's probably a handful of issues that are actually happening prior to. So like sometimes it's an uphill bat. Like if you're like, dude, I'm calling the lead immediately, I'm calling him 10 times within the first three days and I'm calling him twice in the first five minutes. Like you're doing all the fundamentals, like the basics, right? If you're doing that stuff and you're still not seeing increases in show rates, then it's usually things that are happened prior to the scheduling. Okay, so that means. Exactly right. So basically there's not, there's insufficient friction likely in the funnel. And so as a result it basically. If you remove too much friction, then what is happening is that like it's so easy to book a call that you actually have fewer total shows. And so your metrics, like you, it's kind of getting into the vanity metrics game of like, look, we got 100 calls scheduled. It's like, dude, it doesn't matter. Like we only care who shows. Right? And so being willing to say, well, we doubled our cost per booking, but our show rate, because you're at 20%, it's like our show rate went from 20 to 60. So we tripled our show rate, but we doubled our cost, which is still a 50% increase. Right?

[Caller/Client]

Yeah. Okay.

[Alex Hormozi]

So I would look at the application number one. I would also look at like, so is it, is it just, is it just straight to booking? Or how's the. I can't see the funnel, but like, is that the, like how's it working?

[Caller/Client]

I mean the funnels changed too much in the last couple months.

[Alex Hormozi]

So as an at the exact moment.

[Caller/Client]

Funnel is for an offer or promotion we're running. And then it's also just like, hey, if you want to scale up, book a call. And then it's very basic info. You know, name, email, how many people are working your company, what's your revenue? And then, and then it's just goes straight to, hey, don't miss your call. And it's basically a 10 second video of the owner going hey, this is.

[Alex Hormozi]

This change of life. Oh, that's the, that's the vsl. No, no, no, you need like a five or seven minute vsl. So the proof checklist, which is tell your owner to go by that but donate some books by the end of the day. But the proof checklist basically help you script out the vsl because we have to right now. Like the symptoms you're expressing are things that are. I mean all of this is in the sales system. So you've got the lead nurture process and you've got the proof checklist. Both of those things are the things that are missing, which is why you're having so few show rates or the show rates so low. The fact that you're closing is great, but I would bet you that if you put in that basically more proof on the funnel and the VSL itself, which typically the way it's going to be is going to have proof promise plan right at the beginning of the vsl. So like how do you know we're good? Sorry, what's the promise? What's the plan of how we're gonna help you do it? And then what's proof that I know that you're legit? And then we walk through the four step belief breaking, which is like, okay, what are the four things that people struggle with or why they object? So it's like belief 1, 2, 3, 4. And then we order this and you'll be able to watch this live stream later. So I'll just talk fast. So it's what they believe, why they're wrong, what's right. And then proof. All right. And then that stack of that four steps you do four times. So it's basically 16 pieces to that VSL. And then you CTA at the end, whichever, whatever the next step is, which is like, hey, text us back, you know, this thing. And then when that person texts you, right, Then what we want to do is personalize the roadmap that we're going to show them so that they're like, oh, they actually did some work for me ahead of time. Right. It's just like, I mean, just like plumbing. It's like, oh, we actually, you know, I looked, I pulled up Google Maps and it looks like, you know, your home was built in 1971. They were usually using these types of pipes at that point. And so I'm going to bring the stuff that's actually going to be able to fix this. I'm able to do this even faster for you. They're like, oh, wow, that Was impressive. So, like, now the question of you not showing up, or, like, I'm using a home services example, but, like, the question, like, vanishes, right? So they're like, oh, wow. They, like, really understand my business. And so I would, if I were you, the salesman, we have to install those two playbooks. But in addition to that, I would. If I'm you, I would basically do little mini AI research, Zapier or Make.com, automation, whatever, to get a full breakdown of that business. The reviews, they have, what people say, you know, some of the employees at the business, like. Like, imagine like, hey, so I know Tom and you know Gerald work for you. Do you have any issues with. They're like, holy. Like, it's like you want to blow them away. But with automation and AI now you, like, you can do that really, really well. All right, I gotta call the next person. Okay, that helps.

[Caller/Client]

All right, man.

[Alex Hormozi]

Nice to meet you too. Appreciate you.

[Caller/Client]

Yeah, Cheers.

[Alex Hormozi]

All right.

[Layla Hormozi]

Tick tock, tick tock.

[Alex Hormozi]

I know, I know. I get carried away.

[Layla Hormozi]

All these buyers.

[Alex Hormozi]

Yeah, yeah, my bad. Okay.

[Layla Hormozi]

Special numbers that I've been given as well.

[Alex Hormozi]

You want to or you want to tell me what it is?

[Layla Hormozi]

Come on, Ed. I need that special number.

[Alex Hormozi]

I'll call Santiago first, and then we call Santiago the special number. Okay, Santiago.

[Layla Hormozi]

What if we prank call them instead?

[Alex Hormozi]

I don't even know what that means.

[Layla Hormozi]

Like, wouldn't it be funny to be prank called by yourself?

[Alex Hormozi]

What?

[Layla Hormozi]

Yeah.

[Caller/Client]

You didn't do that in, like, high school.

[Alex Hormozi]

No, I didn't. I didn't.

[Layla Hormozi]

So lame.

[Caller/Client]

Your call has been forwarded.

[Alex Hormozi]

Oh, tough one, Santiago. Why don't you leave a voice memo? Oh, well, it's gone now.

[Layla Hormozi]

That's so rude.

[Alex Hormozi]

He doesn't know.

[Layla Hormozi]

Leave his voice.

[Alex Hormozi]

The opportunity of a lifetime. She passed him.

[Layla Hormozi]

Okay, well, I'll leave a voicemail.

[Alex Hormozi]

You leave a voicemail. Nathan, what's up, dude? You're on Hermosi hotline.

[Caller/Client]

What's up?

[Layla Hormozi]

How's it going?

[Alex Hormozi]

It's going good. All right, rock and roll. We have, like, two minutes because I'm calling people who bought books, so we're doing it right now. How can we help?

[Caller/Client]

Right now, I am a sales manager for every night. Oh, that's crazy. I'm a sales manager for a proactive maintenance company. We are launching a new software. Software with sensor capabilities and an AI platform and. Yeah, just was buying the book to.

[Alex Hormozi]

See how we can enhance.

[Caller/Client]

Yeah, enhance that among all your other books and. Yeah, just trying to upgrade my career, sell some stuff.

[Layla Hormozi]

60 seconds to ask A question, Nathan.

[Alex Hormozi]

Yeah.

[Caller/Client]

That'S pretty much it.

[Alex Hormozi]

Well, I mean, I can just say thank you.

[Caller/Client]

Yeah.

[Alex Hormozi]

Yeah.

[Caller/Client]

Honestly.

[Alex Hormozi]

Yeah.

[Caller/Client]

This is crazy. Honor. I'm, like, a huge fan of yours, dude, and. Yeah, just love your stuff.

[Alex Hormozi]

Well, I'm a huge fan of yours for putting in the work, man. Chopping wood.

[Layla Hormozi]

Yeah. We appreciate you. Thanks for supporting and buying a book.

[Alex Hormozi]

Yeah, absolutely.

[Caller/Client]

My pleasure, guys. I appreciate it.

[Alex Hormozi]

You bet.

[Layla Hormozi]

Well, hey, have a good Monday.

[Alex Hormozi]

Thanks. All right, later. All right, bye. I always, like, wave at the phone.

[Layla Hormozi]

That's my own thing, old man.

[Alex Hormozi]

Do it, old man. Mosey. Okay. Do you want to. Do you have a special number?

[Layla Hormozi]

I'm waiting on a couple of them, so let's go. Alex.

[Alex Hormozi]

Alex. Oh, there's not enough room in this live stream for more than one of us. Not enough room in this live stream.

[Layla Hormozi]

Do not hang up.

[Alex Hormozi]

Oh, you want to leave that? Okay. Layla's gonna prank call. Can you imagine this?

[Layla Hormozi]

Dude? Do you guys remember when you.

[Alex Hormozi]

I know. Varan.

[Layla Hormozi]

Hot or not. You remember that, dude?

[Alex Hormozi]

What. What did you do growing up? I went. To be fair, I went to all guy school, so hot or not was not really a thing.

[Caller/Client]

Alex Miller with lumps. Denver. Sorry I missed your call. Feel free to shoot me a text and I'll get back to you as soon as possible.

[Layla Hormozi]

Tough, tough, Alex. But this is Layla and Alex from Mosey.

[Alex Hormozi]

What's up?

[Layla Hormozi]

Saying hi. Hermozy hotline. But you missed the call, so I said we have to leave you a voicemail.

[Alex Hormozi]

I feel like this is so. It's worse than not getting, like. I feel like getting a voicemail. It's like. It's worse than just not getting a call.

[Layla Hormozi]

I don't think so.

[Alex Hormozi]

God, it's terrifying. Well, Alex, thank you for grabbing a book. And we wish you all of the. All of the fortune that comes from everything in this.

[Layla Hormozi]

Thanks for supporting.

[Alex Hormozi]

Yeah. Appreciate you. All right. Okay.

[Layla Hormozi]

How awkward was that?

[Alex Hormozi]

I don't think that was that awkward. I don't think I was awkward at all. I thought that was friendly. All right.

[Layla Hormozi]

Do we have another one? I don't know. It's taking this over so long.

[Alex Hormozi]

Fine. All right, well, I'm gonna call the next one. What? I'm gonna call this one.

[Layla Hormozi]

Yeah.

[Alex Hormozi]

All right.

[Layla Hormozi]

We don't even know who it is.

[Alex Hormozi]

Carlos.

[Caller/Client]

Hi, this is Carlos. Please leave your name and. Wow.

[Layla Hormozi]

What should we say?

[Alex Hormozi]

Leave him.

[Layla Hormozi]

Something inspiring.

[Alex Hormozi]

Something inspiring. Leave no doubt, be one of zero. This was from Rosie hotline, and we missed you because you just grabbed a book and you're probably on the live stream, and I don't know, you missed it. But we love you and we appreciate you supporting you.

[Caller/Client]

Love him.

[Alex Hormozi]

Well, I was like, calm down.

[Caller/Client]

Jeez.

[Alex Hormozi]

Jake, come on, get out of here.

[Caller/Client]

No, no, no. One second, sir.

[Layla Hormozi]

Oh.

[Alex Hormozi]

Saved by the bell, dude.

[Caller/Client]

I was.

[Alex Hormozi]

I. My finger was. Was hovering over that. Hang up. All right, dude, how can we help, man?

[Caller/Client]

Okay, so who went there? Why? I'm Carlos Rodriguez, Stanford, Ph.D. research student. What do we do? I make medicine. So I'm working on creating new treatments for leukemia, trying to get rid of chemotherapy and radiation to help treat people with blood cancer. The problem that I'm having is that we're having a hard time getting funding. Right. Recent budget cuts, a lot of funding is going missing. It's getting harder for people to get funding.

[Alex Hormozi]

Sure.

[Caller/Client]

We just recently submitted one thing, which I think has a pretty high probability of getting us, you know, 100k, 200k over the next year or two, which isn't really enough to cover.

[Alex Hormozi]

Yeah.

[Caller/Client]

The three staff that we have.

[Alex Hormozi]

Okay.

[Caller/Client]

So I'm looking to you, seeing if we can come up with more creative ways of getting this funding. Research funded, because we have some really exciting results that we can do. Bone marrow transplants, radiation in mice, but we.

[Alex Hormozi]

Well, how much you need to accelerate this? We need money.

[Layla Hormozi]

How much?

[Caller/Client]

I'm thinking $2 million would get us to the finish line in monkey studies, you know, by the end of this year, possibly middle of next year.

[Alex Hormozi]

Got it. So how big is the average grants? Like, how many do you just normally get? One grant or multiple grants?

[Caller/Client]

We normally apply to, you know, three or four grants. On the high end, they can be 10 million. So you get that, you know, once every decade. Or, you know, the more sustainable version is one grant every. Every year or two. And that keeps the lab running and helps pay for the staff.

[Alex Hormozi]

Yeah. So my thinking process is that this is. I mean, believe it or not, this works the exact same way as, like, closing a deal. You know what I mean? And so I think, to me, I would hear this, and I don't know, Layla, you can jump in, but, like, insufficient volume of, like, okay, we're applying to three or four. It's like, how do we apply to, like, 300? Like, I try to solve that question, like, what would it take to guarantee that this doesn't fail? And I just. I do that. I know that sounds incredibly violent, but hopefully this launch was, like, little. A little example that I try to walk that talk. Like, I just, like. I just, like, how can we max Maximize the likelihood of success, right?

[Caller/Client]

There's only so much that you can write or rewrite yourself. And there's all these AI detection tools. So you have this body of work that you've written. You want to use AI to say, hey, take some of the points that I've already written and help adapt it to this thing. But then you don't want it to get flagged by a know the AI checker on the other side.

[Alex Hormozi]

Okay, but I mean, you said you only applied to three or four. Like, could you do like 30 or 40? Because the alternative is that you lose the research, right? What was that? Well, the alternative is you lose the research, right? Is that it stops, right? So to me, it's like life or death, right? It's.

[Caller/Client]

It's existential, right?

[Alex Hormozi]

So to me it's like, all right, well then, like what, like again, what would it take? Yeah, like, yeah, we pull out all the stops. If it's like this or die, then it's this, Right?

[Caller/Client]

Well, I guess we don't. We have maybe a year of funding left, maybe less. So, yeah, it's do or die now, right? Shifting everybody's focus from the research that we do. You know, we have a body of.

[Alex Hormozi]

Research and results, but it's going to go to waste unless you get the grant. It's going to go to waste unless you get the grant. So, like, the constraint of the system is cash flow, and the way to solve that is through volume of outreach in order to volume of applications literally to get grants.

[Caller/Client]

Are there other perhaps creative strategies, I don't know, crowdsourcing funding for research that might be able to.

[Alex Hormozi]

There totally is. I would just say what's the. Like, I always operate from find the highest likelihood path and then make it unreasonable that we wouldn't succeed by doing so much volume on the highest likelihood path. And so if you already know how to do grants and you've done multiple of them in order to get grant money, then I would say, well, if we 10x the amount of volume, the likelihood that we are successful. So let me ask this differently. If you were to do 30 grant applications, what do you think the likelihood, if all 30 were good, that you'd get the funding you need?

[Caller/Client]

I'd say pretty good.

[Alex Hormozi]

All right, well, to me, it's like, I don't even have another question. Like, to me it's like, it's just.

[Layla Hormozi]

The time it would take. Yeah, the time it would take to figure out a different strategy. It's just the same as a business. It's like, all right, we want to figure out a new funnel right now. It's like, no, we want to just see ruthlessly pursue making the old one work.

[Alex Hormozi]

Okay, that's it, man. It's just ruthless volume and say, hey.

[Caller/Client]

We'Re going to try a little bit harder.

[Alex Hormozi]

Well, if it's like. If it's like, oh, the team. It's like, well, we can't stop the research. It's like, well, the research is going to stop no matter what unless this gets solved.

[Caller/Client]

Right.

[Alex Hormozi]

So, like, that's that. But all right, dude, I appreciate you. Thank you for grabbing a book.

[Layla Hormozi]

Yeah. And also just to respect what you're doing.

[Alex Hormozi]

Yeah, respect what you're doing, man. Thanks for saving lives. All right, bye. All right. All right.

[Layla Hormozi]

Wow. So discreet.

[Alex Hormozi]

All right. We're doing so all right. Santiago. Santiago Ramirez. I know. Tyler Mars. That's the. Just. Just popped up. All right. Tyler Mars, it's you. You're up.

[Caller/Client]

The number has calling restrictions.

[Alex Hormozi]

Tyler, you didn't use the color. Oh, fine. Go for it.

[Layla Hormozi]

I got one. I got one.

[Alex Hormozi]

Okay, these are hot, hot dials. The weather is hot.

[Layla Hormozi]

I just decided to call.

[Alex Hormozi]

Oh, well, there you go.

[Layla Hormozi]

Well, now you got.

[Alex Hormozi]

No, no, you don't. There's no overhead mic. You're good. Or overhead thing.

[Layla Hormozi]

Cameron.

[Alex Hormozi]

Cameron, what's up, man? How do you. Who, who, who? How do you know who this is?

[Caller/Client]

Oh, I'd say we've known each other since we were probably three or four.

[Alex Hormozi]

Cameron, what's up, dude?

[Caller/Client]

What's up, man? How you doing?

[Layla Hormozi]

Hey, Cameron.

[Alex Hormozi]

What's up, man? You ass. Okay, so, well, you're owner, Mosey hotline. How's the physical? Well, how's your new baby, man? You got. You got. Oh, good, good.

[Caller/Client]

Yeah, she's. She's. She's doing great, man. Having two girls is. Is wild ride.

[Alex Hormozi]

All right, Alex. That's what that's like, having two girls. Well, you know, anyways, that's before Layla.

[Layla Hormozi]

We're running on fumes here.

[Alex Hormozi]

Cameron.

[Caller/Client]

Okay, okay.

[Alex Hormozi]

Talk to me, you guys.

[Caller/Client]

I mean, I've got to be riding on screen drink caffeine at this point.

[Alex Hormozi]

Oh, yeah.

[Layla Hormozi]

I don't even drink caffeine.

[Alex Hormozi]

Well, I just down to whole. Anyways, so tell me about the business, man. What can I do? So physical therapy. Are you guys are online? Yeah. What do you tell me what you're doing right now?

[Caller/Client]

So, yeah, we had started as online. We moved into two sublease brick and mortar spaces.

[Alex Hormozi]

Okay.

[Caller/Client]

I've been doing concierge mobile stuff. Concierge Mobile had like a good margin, but it just was really hard to grow with that because just travel time and everything. So just advertise the brick and mortar.

[Alex Hormozi]

Yeah.

[Caller/Client]

My wife Lindsay, she's been crushing it.

[Alex Hormozi]

Yeah.

[Caller/Client]

Where we kind of hit a snag was we had. We made a hire last year in September. Hired a bt.

[Alex Hormozi]

Okay.

[Caller/Client]

Started off okay. And then just when Lindsay came out from maternity leave.

[Layla Hormozi]

Yeah.

[Caller/Client]

Our PT just like tanked. And so we just separated with our PT this past week.

[Alex Hormozi]

Got it.

[Caller/Client]

So our margins had like on way, way, way, way, way down.

[Alex Hormozi]

Yeah.

[Caller/Client]

But now we've been building back up, so we're getting back to where we were with revenue.

[Alex Hormozi]

Okay.

[Caller/Client]

And then I'm gonna. I'm gonna step in while we. While we're looking to bring in two pts.

[Alex Hormozi]

Okay. And this is brick and mortar, right? Yeah, yeah, I got it. Okay. So what are you doing for Legion?

[Caller/Client]

So we do meta ads, so Facebook, Instagram ads.

[Alex Hormozi]

Okay.

[Caller/Client]

I save about 60% of our lead generation is word of mouth, either through our patient base or through like.

[Alex Hormozi]

Yeah, referral contest. Yeah, heard so. But 40 comes from ads. So I mean, right now, the limiter to grow, like how. How much more. How many more patients can you take before you're at full capacity at the.

[Caller/Client]

Location that is the problem is that we have these two subleases that just darn don't really allow for us to grow. And so, like, it's been kind of stuck in this cash. Cash flow problem where it's like, I'm not able to generate enough to move out of this.

[Alex Hormozi]

So I wonder if you have a pricing issue.

[Caller/Client]

Yeah. So we increased our price four times over the past year and a half.

[Alex Hormozi]

Love this for us.

[Caller/Client]

And so our. Yeah. So our single visit rate is 279. So.

[Alex Hormozi]

And then we.

[Caller/Client]

We offer most of our. We try to not sell one off. So we do packages.

[Alex Hormozi]

Yeah.

[Caller/Client]

We have two different ones that we sell.

[Alex Hormozi]

Okay, what's the price point?

[Caller/Client]

Yeah, the low one is 239 a visit.

[Alex Hormozi]

Okay, sorry.

[Caller/Client]

219 to visit. And the other one's 239.

[Alex Hormozi]

And you're selling them as bundles, though. You're selling them as solutions. Right.

[Caller/Client]

It's a. I mean, we're not marketing it that way. And we market this the plan of care. But I mean. Yes.

[Alex Hormozi]

Yeah. So they come in, you're like, it's going to take 12 sessions, so it's going to be $2,400 or whatever. Right, okay, got it. Do you have carecredit?

[Caller/Client]

We do not.

[Alex Hormozi]

I would Set that up.

[Caller/Client]

We do have financing options. I just haven't been using it.

[Alex Hormozi]

Okay, well, I mean, if you do, typically you'll get a 30% lift in revenue. When you have like a good financing. Part of that happens kind of across the board, especially if you're in hard ticket stuff like yours is. And yours is something that. There's plenty of lending partners that do stuff for health. You know, since you're in a, you are, you know, a doctor. So like if you have the option, which you do, I would use it. And if you're, if you're like, if no one's even needing it, then to me, you still probably have some room to increase price. Because if you're like, you're struggling with cash flow, which I'm not entirely like. So you've got these, you have multiple locations right now that are subleased.

[Caller/Client]

Yeah. So because Lindsay's in public health, that niche. So we're, we're. The two places we sublease are multi provider practice areas. So it's birth specialty workers.

[Alex Hormozi]

Yeah.

[Caller/Client]

So that's where we get like a ton of our referrals from and.

[Layla Hormozi]

Huh.

[Alex Hormozi]

Why not specialize in that? What was that? Why not specialize in that? Because I feel like it's got.

[Caller/Client]

Okay, I'm, I. So the only reason I'm even going back into treat is just to like bump our cash flow up.

[Alex Hormozi]

Okay. So you got to do what you got to do. Okay. Right?

[Caller/Client]

Yeah. It's not like.

[Alex Hormozi]

Okay.

[Caller/Client]

But yeah, it's.

[Alex Hormozi]

It's just so.

[Caller/Client]

So we can get somebody. So I can get a little bit of cash so I can bring someone back in.

[Alex Hormozi]

Okay.

[Caller/Client]

Yeah. We were just like getting crushed by the lack of production by our PT and the overhead was killing us.

[Alex Hormozi]

Okay. So basically you just need to drive more cash flow. But it's the ultimate escape path, like waiting till these subleases go out or like what?

[Caller/Client]

I mean, I'm not locked into them at the end of this month. I'm technically out of my. Like they go to month to month, so I leave whenever.

[Alex Hormozi]

Okay, well that sounds nice. But you said she's doing well online, right?

[Caller/Client]

She. I mean, so I would say the vast majority of the demand is foreign person.

[Alex Hormozi]

Okay, good to know. All right. Even from like your Instagram stuff.

[Caller/Client]

Yeah, I mean, we haven't been pushing the online stuff. I can, I definitely can.

[Layla Hormozi]

You said she's in pelvic help, like pelvic floor therapist.

[Alex Hormozi]

Yep.

[Caller/Client]

Yeah, she's a pelvic floor pt.

[Alex Hormozi]

Yeah. That's why it's in person.

[Layla Hormozi]

It's. It's a little tough online.

[Alex Hormozi]

Yeah. Okay. Heard. Got it.

[Layla Hormozi]

Well, it's not okay, so.

[Alex Hormozi]

So fundamentally we just need to make more money. And the way to do that is that we have to get more people in ad financing, raise prices. Do you have any kind of VSL that people watch prior to. To coming in?

[Caller/Client]

No, but one of the guys in the mastermind.

[Alex Hormozi]

I'm in. Yeah.

[Caller/Client]

Sent me his, like his nurture sequence. It's like a clinic tour and like.

[Alex Hormozi]

Welcome.

[Caller/Client]

So I'm gonna, I'm gonna mimic that and then build it indoors.

[Alex Hormozi]

Yeah, well, like that, like right now you, you're selling 2K plus packages and you're doing it without a VSL and without financing, which means that you probably still have room. Room to go up price wise.

[Caller/Client]

Yeah. And Lindsay's close rate's 95. Yeah.

[Alex Hormozi]

Right.

[Caller/Client]

I mean, it's good.

[Alex Hormozi]

So you've got to like, the people who are coming in for that are in screaming hot pain from what I understand. And they just had like a traumatic event or they're about to, you know, I would, I would like, I would raise the price, man. If cash is like, if you're closing 95% and you don't even have like all the sales stuff in place for like the right sales motion, then you probably have at least a double in that.

[Caller/Client]

So yesterday you were doing one of these calls and like you. I forget who you were talking to, but you said something that was like really intriguing to me. It was a little bit different from model. The guy was like doing SaaS stuff.

[Alex Hormozi]

Yeah.

[Caller/Client]

You know, one thing that he talked about was that we had like a, you know, a premier program up front and it was like a really short, like. Yeah, eight weeks something.

[Layla Hormozi]

Yeah.

[Caller/Client]

And then it was like, because like right now for me, our biggest problem is, I don't think we have or not our biggest, but a big problem. We don't have like strong monthly repairing. So I think it would be interesting if like I did something similar when you're talking to that guy where I have like a four year package for like somebody who's coming with that hot spring paid. And I said, but like, I'll give you this for free.

[Alex Hormozi]

Yeah.

[Caller/Client]

If you just come into this.

[Alex Hormozi]

That's the decoy offer. That's the decoy offer in Moneymonger.

[Caller/Client]

Like you know, 1500amonth.

[Alex Hormozi]

Yeah, that's the decoy offer. That's what it is. So they come in, you say, hey, this thing $6,000 or if you just Become a member of our, you know, pelvic platinum club. Platinum pelvic. Who doesn't want a platinum pelvis? Right? And so, so then we'll give you this six thousand dollar gift for free if you just join our club, right? Obviously not club, but you know what I'm saying, right? Like the membership, right? So that, so that's like. So either or is fine. Like if you want, you don't want to do any continuity, no big deal. You can just pay $6,000 a day and we'll take care of you, or we'll just give it to you, it's free when you join. The goodwill on that offer is crazy, right? And I mean it crushes, it goes like. And the way that you do this for everyone who's watching this, by the way, is you can balance how much cash you get up front by the price discrepancy. So I go over the metrics inside the book, but basically there's a price premium of 30%. Because we ran this test, people are willing to pay the. Basically when you're at parity, meaning 50% of people will go to continuity and 50% of people just buy the one type thing is when the one time thing is priced at 30% higher than the recurring. So let's say it's two months is the duration of your thing and your membership is, let's say, $200 a month. So $400 is the membership price for eight weeks. And if I sold an eight week thing and I sold it at $550, I'd have the same number of people who take 550 as 400. So that's the 50, 50 split. And you'll have more front loaded cash. If you want more like more people into membership, then you just basically keep jumping it by 10% each until eventually like no one, you know, takes the front end thing and everyone goes into continuity.

[Caller/Client]

Right?

[Alex Hormozi]

That's the idea. But the goodwill on that offer smokes. It's great. People love it. And then, and then you can combine that with the wave fee offer, which is in the continuity section, and just say like, hey, if you cancel before this period, you got to pay that. And that's the way we do it.

[Caller/Client]

Love it.

[Alex Hormozi]

Cool.

[Caller/Client]

Yeah.

[Alex Hormozi]

Rock and roll, dude. Appreciate you. Congratulations on the kiddos.

[Caller/Client]

Give Lindsay and congratulations to the both of you. This is monumental fee.

[Alex Hormozi]

So Cam and I went to. For anybody who's watching, we went to. Where do we go? We went to middle school, middle school together, but we were neighbors. And so from Baltimore, you Can hear the Baltimore accent.

[Caller/Client]

You know, I've been told that several times, and I still, to this day, I'm like, did you have, like, a.

[Alex Hormozi]

Deeper Southern drawl than the last time I talked to you?

[Caller/Client]

Maybe?

[Alex Hormozi]

Yes. Okay, well, dude, I got to hop on these other calls, but I appreciate you, man. Of course. Thanks so much. All right. See it. All right, Hermosi hotline. Next up, we're going. Oh, shoot. We're about to hit our next. No, no, no, we're good. We're good. Okay, well, we have our next milestone. That's at 3.3, by the way, guys, so. Which I'll read. So yesterday I went over 15 mechanisms inside the Money Models books. That was a whole presentation. The Money Model System. But inside the lost chapters, which is that guy, which everyone showed up live on the first day. Are you displaying it? Thank you. There you go. So everybody who showed up live got a free digital copy of this. This will be for sale after the events. Anyways, that was just my. My thank you for everybody who showed up live for the actual launch. But inside of here, I have some of the other mechanisms that I cut out because they're, like, maybe too niche or too advanced. And so we'll do a little reading when we hit 3.3.3. All right, so just look out for that.

[Layla Hormozi]

Yeah, we got special stuff.

[Alex Hormozi]

Yeah, we got some special. We got some special goodies. Okay, so who do we call next? Who do we call next? Do you like. What name do you like? Okay, so we just got a. Let's get a hot one. Okay. Joseph Fit for Life Academy just came in. All right. 800 bucks. No, this is 800. Okay. I thought we did. Hey. Oh, that was a. Hey, Speedy Gonzalez on that one, man. All right, well, Joseph Fit for life academy, 600k revenue, 300k profit. Shoot. Talk to me. Got five minutes. Happy birthday, Alex. Thanks, man. I appreciate it.

[Caller/Client]

Happy birthday for the 1000th time anyways, man.

[Alex Hormozi]

No, dude, I'll take it. I'll take a thousand birthdays.

[Caller/Client]

I'm a young entrepreneur. Been in the whole business game probably for like a year and a half now. I've been growing my socials for about five years.

[Alex Hormozi]

Cool.

[Caller/Client]

We do online health and fitness coaching, primarily weight loss. We focus on a slightly older population, probably 40 to 60 people who have been struggling with weight loss for the majority of their life, pretty much. Okay, and where's I go with this? The main goal right now is to be able to double the business over the next six months.

[Layla Hormozi]

Sure.

[Alex Hormozi]

Okay.

[Caller/Client]

I think the Simplest strategy is to get from. We're doing 12 to 15 new clients at the moment. At a 30 hundred price point for six months, it would be a double the amount of clients that we're getting per month.

[Alex Hormozi]

Okay.

[Caller/Client]

And using your principle of just more doing more of what's already working, so we get to a million.

[Alex Hormozi]

Love this.

[Caller/Client]

For us, our general funnel is. Is free lead Magnet, which is an ebook on the front end on social media.

[Alex Hormozi]

Okay.

[Caller/Client]

100 organic. We don't do any paid. That goes into a DM center flow in the DMS.

[Alex Hormozi]

Okay.

[Caller/Client]

And then they book sales calls.

[Alex Hormozi]

Okay.

[Caller/Client]

DM center is setting about 10 to 15 calls per week at the moment.

[Alex Hormozi]

Yeah.

[Caller/Client]

And we're getting about 200 new leads per week. My thought process to double leads would be I can't do double the content because I already create a good amount of content.

[Alex Hormozi]

Okay.

[Caller/Client]

I would love to be able to start running some paid ads simply because we get a lot of unqualified leads from overseas, India, et cetera, that can't afford our service.

[Alex Hormozi]

Well, how much content do you make right now?

[Caller/Client]

Pretty much daily across all platforms. And then one long podcast and one long YouTube. Per week.

[Alex Hormozi]

Per week. Okay.

[Caller/Client]

So I could double down and I do want to. It's bandwidth at the moment.

[Alex Hormozi]

Okay. So this is what. So go ahead.

[Layla Hormozi]

We're going to say same thing.

[Alex Hormozi]

Actually, I don't know if we will. I don't know if we're going to say the same thing. So instead of doing twice the volume, what I'm going to recommend is that you spend twice as much time on each piece of content.

[Caller/Client]

Yeah, I would say. I feel like I have the content dialed in pretty well. Like that's what I would say I'm most skilled at. By far, we have close to 400k followers on Instagram and we probably get on average about 50 to 60,000 views per video.

[Layla Hormozi]

How much time do you put in each week to make content?

[Caller/Client]

Probably between 10 to 15 hours of my week goes towards classification. And that would just be scripting, recording. We have an editing team that does all of the editing and posting for us.

[Alex Hormozi]

You want to just post twice a day instead of once a day.

[Layla Hormozi]

I mean, I'm thinking like, how do we deconstrain him in the content creation process and then do double the content with half the the time?

[Caller/Client]

Most of it comes from doing research of seeing what sort of formats are doing right now. Exactly.

[Layla Hormozi]

So you do a lot of that research?

[Caller/Client]

I do 100% of that.

[Alex Hormozi]

Oh, I don't know.

[Layla Hormozi]

The last time I don't even scroll content.

[Alex Hormozi]

Yeah. So that's something that you can for sure get. You can also. You can literally automate that task now.

[Caller/Client]

Okay.

[Alex Hormozi]

Yeah, Okay.

[Layla Hormozi]

I think, honestly, I think a lot of people get really caught up in the content creation process and think, like, especially because it's you and it's a personal brand, often it's like, who else can do this but me? And you have a system, and it's just a matter of being able to write it down, explain it to somebody else what your system is. And now with AI, it's easier than ever so that they can do those pieces for you. Because, I mean, you're gonna say better quality of content. It's like, if you want better quality, essentially you're to get better quality, you have to put in more time, but you're already putting in a decent amount of time. And so the first thing that you probably want to do is make sure that you're not spending so much time on content. So how can you cut in half the time you spend? I was spending a lot of time scripting mine, and then I just stopped because I was like, I just can't even make content if this is what it is, because I have to run the business. And then what do you know, it's actually doing better now that I have other people helping do it.

[Caller/Client]

Gotcha.

[Layla Hormozi]

And so I think that that's probably the biggest unlock for you is getting that off your plate. And honestly, we know a lot of the biggest content creators, and they do not do their own scripting gotcha or research.

[Caller/Client]

Also say, it's what I enjoy the most. Like, I enjoy creating content. That's how I started. So I enjoy that aspect of it. And what you're saying makes perfect sense. And one thing I have been in, the question I originally asked, one of my big bottlenecks is that we've gotten to the point where we have about five to six sales calls on the calendar, probably three or four sales calls on the calendar every day. And it's a great problem to have, but I take all of this, so I know I need to delegate that and get a sales in place. My thought process with doubling the leads sooner than later would be because I heard Alex, you talk about this on a podcast recently, that it's a pretty simple unlock to start running some ads just to get more lead flow.

[Alex Hormozi]

Yes.

[Caller/Client]

To the lead magnet that's already working.

[Alex Hormozi]

Yeah.

[Caller/Client]

So my thought process is just like, start running some DM ads and just get a second DM center double Lead flow, get one or two sales closers and that be simple. At least in my perspective. The most linear path to 25 clients a month.

[Alex Hormozi]

Do you. When you're running a DM flow right now is the at the end of every reel, are you saying like do you know dm, PDF or DM every.

[Caller/Client]

Single video and stories daily? I feel like that also overwhelms the audience.

[Alex Hormozi]

Well, I'll say this. I don't know if it completely overwhelms the audience because a lot of the reels are going to new people, so they never seen you before. Also, are you posting like many, many times a day on trial reels? No. Okay. So right now trial reels are 100 guaranteed new audience. So what I would do is look at your like sort by, you know, best reels of last 12 months, right. And then you're gonna get, call it, you know, your top 20 or top 30 of all time. And I would post all 30 of those every month. You can even post like two of those a day in addition to your existing post and post those straight to trial reels. Only new people see them. And then it's still like honestly, if you did nothing else from what we're talking about right now, just do that and you'll probably get like, you'll get a. You'll get a noticeable boost. And as long as they let you do it, I would just be, I would be milking the hell out of that.

[Caller/Client]

Okay, that makes perfect sense.

[Alex Hormozi]

Cool.

[Caller/Client]

Would you encourage the ad strategy?

[Alex Hormozi]

I. I want like real talk. I want to figure out how to make the content better. Like just being. Cause like I think that when you do start running ads, one of the issues you're going to have you go straight to. To DM is that like they're going to be re. Like they're not going to be nearly as warm as the people are doing it now.

[Caller/Client]

Even if it's retargeting based to people that have engaged with my content?

[Alex Hormozi]

Well, if it's retargeting, okay. But then if it's retargeting, it's not going to be the, the. The. The n. The number size is not going to be high.

[Caller/Client]

Gotcha. Okay.

[Alex Hormozi]

You know what I'm saying? Okay, cool. I would do, I would do aggressive volume on the trial rails as thing one and I, me personally, I would see how can I spend more time on the content. And that means that how do I, how do I eliminate all the other stuff that are lower leverage on the content so I can still maybe spend your same 15 hours or 20 hours, but on the higher leverage work so that you can still make it better. Because that's. That's the long. Long term is that you just have to keep growing the brand because the. Yeah, because the ads is just going to reach further into the base that you have into slightly colder people. Unless you have a true cold conversion mechanism, which right now you don't. And to me, the risk of trying to figure that out right now wouldn't be my first bet. Okay.

[Caller/Client]

The last thing I will definitely say is that we do have a pretty strong brand. Socials are probably growing around 68k per. Per month. And at what point would you say turn on the ad switch where it's like, have that supplement there, the organic concept?

[Alex Hormozi]

Like, I just. What do you think?

[Layla Hormozi]

Not while you're selling?

[Alex Hormozi]

Well, not while you're selling.

[Layla Hormozi]

Yeah, I just. Look, the thing is, it's, like, hard for me, which is like, I prefer, if you can, to hire a hedge so that you don't have to turn down. Because what always happens is people turn up the lead flow and then they're like, well, I can't take any more calls.

[Alex Hormozi]

Or.

[Layla Hormozi]

Or you say, I am going to take those calls, and then you drop the ball on your content.

[Alex Hormozi]

Yeah.

[Layla Hormozi]

And so I'm just looking like, let's create that excess capacity so that when you get more lead flow, you have something to catch it.

[Alex Hormozi]

Yeah, yeah.

[Caller/Client]

And in the process, at the moment, I'm in the process of hiring two sales closers, so this all makes sense.

[Alex Hormozi]

Okay. Rock and roll. Thank you for donating books, man. I appreciate you. Of course.

[Caller/Client]

Thank you.

[Alex Hormozi]

All right.