Stop Overthinking and Do the Thing That Works. Hormozi Hotline | Ep 983

Summary

Podcast Summary: "Stop Overthinking and Do the Thing That Works"

The Game w/ Alex Hormozi – Ep 983 | Dec 26, 2025
Host: Alex Hormozi
Format: Hormozi Hotline (Live Q&A/Coaching with Entrepreneurs)

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Episode Overview

In this episode of The Game, Alex Hormozi coaches multiple entrepreneurs live on the "Hormozi Hotline." He cuts through common entrepreneurial overthinking with a guiding principle: stop searching for the perfect system and double down on what's already working. The calls focus on actionable strategies to scale, optimize offers, and select the highest leverage customer segments, all with Hormozi’s characteristic blend of sharp analysis and humor.

“Just start. By starting and doing a lot of volume, you’ll feel the pain of doing a lot with little output. And then you’ll want to get better.”
— Alex Hormozi (24:25)

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Key Discussion Segments & Insights

1. Crystal – Scaling Luxury Real Estate Sales Through Simple, Consistent Action

[00:00 – 07:24]

• Background: Crystal, a real estate agent in Oahu specializing in luxury homes, currently does $33K/month, almost entirely through referrals, and minimal (but impactful) Facebook Live videos. She wants to double from $25M to $50M in yearly sales but feels constrained by a lack of a clear "funnel" and uncertainty around her offer.

• Hormozi’s Advice: Focus on what already works—her Facebook Live home tours. Crystal reports that going live a few times a month led to $10M in extra sales in one year.

  “So you did 24 lives and made $300,000. You made like $13,000 per live... That feels worth it, right?”
  — Alex (02:09)

• Action Plan:

  • Phase 1: Commit to going live 5 times per week (once daily on weekdays) for 6 months, showcasing the most attractive properties.
  • Estimate: Even at a third of current efficiency, this could quadruple her business:

    “You’d go from $33,000 a month to $133,000 a month... if you just did that” (04:12)

  • Content Strategy: Don’t overthink hooks or tactics initially—just do it. Skill and strategy will follow with commitment and volume.

• Common Obstacle: Overthinking perfect hooks or funnels before building volume. Hormozi emphasizes iterative improvement after establishing the habit.

  "Phase one is do it. Phase two is, once you do it, you'll realize which ones work better, and then you'll start getting better.”
  — Alex (04:31)

• Lead Triage: As leads increase, she can hire a VA to filter prospects ($500–$1,000/month).

• Platform: Go live on both Facebook and Instagram.

  “Both. It’s one Google search away.” — Alex (06:51)

• Psychology: Watching luxury home tours is universally appealing—lean into that aspirational content.

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2. Overarching Principle: Imperfect Action ≠ No Action

[07:24 – 11:19]

• Hormozi addresses listeners directly, summarizing the real reason most entrepreneurs stagnate: They don’t act because they're seeking a perfect plan.
• Takeaway:

  "Most people have this fallacy of the perfect pick... It’s like, no. Start, realize it’s gonna suck, but then you’ll get better because you’ve already made the commitment.” (07:25)

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3. Dr. Ann – Upleveling Qualified Leads for High-Ticket Medical Clinic

[11:19 – 22:38]

• Background: Dr. Ann runs a men’s sexual function clinic, does $200K/mo, gets all leads via her 150K-subscriber YouTube channel with a 65% conversion rate, but seeks more qualified/higher-paying clients ($15K–$25K services).
• Challenges: Shifted her YouTube to target executives/entrepreneurs, but views sharply dropped.
• Hormozi’s Advice:
  • Don’t risk your core business with outlier tests:

    “If I have two videos of a certain style and packaging that are working, I don’t want to break that... I’d prefer you keep your two standard videos, and then test the new target as a third.” (17:34)

  • Quality > Quantity: Focus on video packaging, thumbnails, headlines, and scripting intros using the "Proof, Promise, Plan" framework.
  • Lean in on successful topics/content “winners.”
  • Stick with the application funnel. Sales are not the constraint if conversion is 65%—focus energy on widening the top of funnel with better/more content.
  • Ads: Can be experimented with in a separate “test” bucket, but dominant strategy remains organic content due to the trust-based nature of her offer.
• Notable Exchange (Humor):

  “Do you do before and after pictures?”
  — Alex (joking about the delicate nature of the clinic’s specialty) (13:16)

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4. Mike & Others (Quick Hitters): Pick One Channel and Maximize

[22:39 – 25:41]

• Mike (AI Automation): Spreading across FB, IG, email—advised to focus on one channel, do more there.
• Wedding Filmmaker: Word-of-mouth is not easily scalable—advised to consider the business model.
• Home Health Agency, ClickUp Implementer:
  • If your clients are large agencies, charge more.
  • Upwork yields cheaper leads; double down on cold email + higher ticket.

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5. McKenzie – Scaling Custom Apparel: Higher Value Customers vs. More of the Same

[25:41 – 38:28]

• Background: McKenzie runs a custom apparel company ($100K/mo top line, 35% gross margin, mainly college orgs via cold DM/outreach on IG).

• Problem: Too many low-AOV (avg. order value) clients, hard to identify big fish (e.g., construction companies or camps spend much more per order).

• Hormozi’s Strategy:

  • If a customer segment (e.g., construction firms) is worth 25x more, even if acquisition is inconsistent, target the bigger whales.
  • Data is the leverage: Pause volume, invest in enriching data to pinpoint those high-value segments.
  • Focus: Don’t spread across 100 verticals—commit to the higher leverage segment.

    “Picking the customer is the first and most important thing you can do. Then the offer comes from the customer.” (29:59)

  • Validate quickly: In any new segment, ensure revenue retention remains strong.
  • Don’t burn down your base business—have your operator maintain existing revenue streams.

  “I don’t normally say this, but when I see a 100x difference and virtually no difference in operational effort, I’d rather you look there.”
  — Alex (34:46)

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Memorable Quotes & Insights

• On Starting Simple:

  “Phase one is do it. Phase two is, once you do it, you'll realize which ones work better, and then you'll start getting better.”
  (04:31)

• On Overthinking:

  “Most people have this fallacy of the perfect pick... just start, realize it’s gonna suck, and then you’ll feel pulled to get more efficient.”
  (07:25)

• On Content Testing:

  “Don’t risk your whole business for a test. Add an extra video for the niche you want, and don’t mess with what’s already winning.”
  (17:34)

• On Customer Selection:

  “Picking the customer is the first and most important thing you can do in the business. And then your offer comes out of the customer.”
  (29:59)

• Niche Strategy:

  “I don’t want you to have 100 verticals. Focus on the one with the greatest leverage for operational effort.”
  (37:47)

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Takeaways for Listeners

• Stop overcomplicating—do more of what’s already working, then optimize.
• Volume precedes improvement: Consistent, repeated action creates motivation to refine and innovate.
• Target higher-value clients even at the cost of some “duds”—the 80/20 principle rules.
• Don’t risk your primary business testing new segments or offers—test additively, not destructively.
• Customer selection is the highest leverage move, followed by offer/packaging, then channel tuning.

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Timestamps of Major Segments

• 00:00 – 07:24: Crystal (Real Estate) – Scale by doubling down on Facebook/IG Lives
• 07:25 – 11:19: General principle: Action beats overthinking
• 11:19 – 22:38: Dr. Ann (Medical Clinic) – Optimize YouTube to attract high-ticket leads
• 22:39 – 25:41: Quick Q&A Bites: Channel focus, pricing
• 25:41 – 38:28: McKenzie (Custom Apparel) – Move upmarket; don’t diversify too fast

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Hormozi’s Closing Challenge

“You can quadruple your business by doing one thing every day. I feel like we should just do that.”
(07:03)

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This episode delivers a masterclass in entrepreneurial focus: Double down on your winners, let discipline precede innovation, and always bet on clear action over perfect planning.

Transcript

[A]

Welcome, Crystal, to Hermosi hotline. We are hot.

[B]

Hey.

[A]

Hey. What's going on?

[B]

Oh, hi, sir. Watching you on YouTube.

[A]

Hello from. Hello from Vegas. All right, so you're doing 33K. Okay, got it. All right. Ad spend is zero. Got it. Real estate is the niche. Okay. Oahu luxury homes. Okay. Real estate, luxury. Got it. Offer is buy, sell for high net worth. Okay, so you are an agent, right? Are you a brokerage?

[B]

Yes. Yep.

[A]

Okay, Are you brokerage too, or just an agent?

[B]

Oh, just an agent.

[A]

Okay. And I said just. That sounded. That sounded diminutive. I didn't mean it like that. So congratulations. Okay, so the constraint is needs funnel and a clear hook. Unsure if buyers or sellers can share the same offer. Okay, so you want to sell more houses, right?

[B]

Yes. So far I'm on track for 25 million this year, but I want to get to 50 million.

[A]

Okay, so what do you do right now to get leads?

[B]

It's all referrals, and couple times a month, I was all live on Facebook. I was doing it more consistently, and I would get leads that way, but it's mainly referral based.

[A]

Okay, so when you did go live more consistently, you got leads that way?

[B]

A few, yeah. Like this year, I picked up 10 million in sales from that one Facebook video.

[A]

Well, what do you think I'm going to say.

[B]

To do more of going live?

[A]

Yeah, that seemed to work pretty good. So you did 10 million sales. Your commission's what, call it 3% on average between buy and sell?

[C]

Yes.

[A]

Okay, cool. So you made. You made $300,000 off of the lives that you did. How many lives would you say you did?

[B]

Usually only two a month. I used to go live every Thursday for four years straight.

[A]

Okay, so two a month. And let's just say that that's what you did the year that you did the extra 10 million. Does that sound accurate?

[C]

Yes.

[A]

Okay, so you did 24 lives and made $300,000. So you made like $13,000 per live.

[B]

Yep. That's good math.

[A]

That feels worth it, right?

[B]

Yeah, because it's. It's pretty easy and fun. I just hop on, do a house tour, then hop off.

[A]

Yeah. So what if we did that? How many. How many houses do you show? Or how many houses, hypothetically, could you do that for per week? I want to say max, not like, let's start from where you were to, like, what would be the maximum amount of those that you could do?

[B]

The max would be. I mean, if I really hustled, probably 20 would be like moving per month with my schedule.

[A]

20 per month.

[B]

Oh, I thought you meant per week.

[A]

Oh, per week. No, no, that's. That's even better. That's even better.

[B]

I could do five per week. I could do five per week.

[A]

No, but I like the 20 per week. That sounded so much better. How about this? We'll do this. Do phase one of this. So do five a week, one a day. Do the sexiest one. All right? The one that's the most banger that you could walk through. Do that for six months, and then at that point, decide whether you want to go from 5 to 10. And again, remember, the thing is that you're operating from the perspective that you have the existing resources that you currently have to make that decision. But that's not what's going to happen in six months from now. Because if the same math held right, then that would mean that you would be able to accelerate. Let's assume that you're half as efficient with these ones because you're doing more of them. Whatever. All right, let's just assume half. So you're making. Call it $6,500 per. Let's even go less than that. $5,000 per. Okay? So if you did that, then you make $5,000 five times per week. So 25,000 a week comes in extra. $100,000 a month, $1.2 million per year extra in commissions. So that would triple. Now you go from $33,000 a month, $133,000 a month. So you would quadruple your business if you just did that. And that's at a 1/3 efficiency of your current lives.

[B]

Gotcha. Does it matter that I don't have? Because I'm learning so much with your content. I signed up during the book launch to the ACQ Group. I don't. It's not like I'm doing this specific hook or anything. I'm literally just hopping on, doing a house tour, saying some things about Hawaii, and then hopping off. So it's not very strategic.

[A]

Phase one is do it.

[B]

Okay.

[A]

Phase two is once you do it, you'll realize which ones work better, and then you'll start getting better.

[B]

Okay?

[A]

Because here's what ends up happening. You'll commit to the action, right? You do it, and then all of a sudden you're like, well, shoot, I'm spending all this time doing this. I might as well take 20 minutes to just look at good hooks to start with. And then the next week or two, you'll start with good hooks, and then you'll do it and be like, oh my God, this is so much better. And then you'll think, man, that was just with 20 minutes. I wonder if I spent an hour a week just prepping a little bit more for each of these and all of a sudden you'll get even more. And then this is how you get in the game.

[B]

Gotcha, gotcha, gotcha. But can I ask one more question? I don't know how much I know I gotta hurt.

[A]

Go for it.

[B]

How would I document, because yesterday's workshop was so good. Document the aspirational achievements.

[A]

You know, for you, it's already done. It's already done for you, the houses do the work.

[B]

Oh, interesting. That is the aspiration, like in my solution aware, or am I product Aware? Like, I wasn't sure where I fell.

[A]

So I think for you again, like what? Like you showing sick houses is going to be like, I just, I don't even want to get into that stuff for you right now. Like, the reason that there are so many real estate reality shows is because people like looking at nice houses. Now the difficulty of what's going to happen. So this is me, let me just play out what's going to happen next, is that if you do this and you're consistent, you're going to get a lot of people who start following you. Because people, because people in general, people who are broke and people who are rich, like looking at nice houses. That's why those work as shows, because broke people look at them too. Right. So we just need to make sure that when you start getting these leads, because the next thing you're overwhelmed. Like the next call we would have if we were to fast forward this to three months from now is you're like, oh my God, it worked. But it worked too well. And I've got too many leads that are like, that are broke versus the ones that are good. Right. And so then we're gonna have to put a little bit of a triage process in place. And at that point though, your sales commission should already have, you know, gone up by a decent amount. And then you can afford somebody just work your DMS for you.

[B]

Okay, gotcha.

[A]

Cool.

[C]

I'm following.

[A]

And nice thing is you can have somebody overseas do that so you don't even have to like, that's not gonna be a super high expense. You pay, you know, 500,000 bucks a month and have a full time VA who's trained on, you know, a simple, you know, six or seven question script. Very easy.

[B]

Do I, do I go live on Facebook or ig?

[A]

Both.

[B]

Okay. We gotta figure that out. I've never gone live on ig.

[A]

I promise. It's one. It's one Google search away. It's one Google search away.

[B]

I know.

[D]

Cool.

[A]

Yeah. Like, you can like quadruple your business by doing one thing every day. I feel like we should just do that.

[B]

Okay. I love this because I was trying to figure out what one thing to do. So this is very helpful.

[A]

This is a good one thing. I feel very confident in this one thing. Cool.

[C]

Okay.

[B]

Thank you. I'll talk again in a minute. Yep. All right. Thanks, Alan.

[A]

You bet.

[C]

Bye.

[A]

This is a great question that Krystal just brought up, by the way. Everybody. Like, when there's so many tactics that you have that you're like, how, you know, I could make this better, this is something else I could do is like, just start. And the thing is, is that you will like, by doing, by starting and doing a lot of volume, you will feel the pain of doing a lot of volume with very little output. Then what will happen is you're like, man, if I'm putting all this time into it, I'm going to start getting better. And so most people try to, like, they have this fallacy of the perfect pick. Like, I have to make the perfect thing or it's not worth it. It's like, no, like, start realize that it's going to suck because you're putting all this time into it. And then you will be pooled because you've already made the commitment and you give me. Keep your commitments to yourself. You. You'll feel pulled to get more efficient at the thing. And then Crystal, for example, will start listening to more and more of my content related stuff and be like, okay, I'm going to start working on these hooks to make them, you know, work better. I'm going to start. People seem to like the outside of the house more than if I start with the inside of the house. Or maybe they like the view first rather than, you know, the bathroom, whatever. Like, she'll figure out. And Crystal, if you're still watching this, what I would recommend doing is that when you have your lives, like there's so many content agencies, again, this is a little bit of investment for you, but like, there's so many content agencies that'll just clip portions, especially if it's like tours and stuff. And then you can do trial reels that you can post up to five a day for the same reel. Where I would be like, okay, let me start with, you know, different first. Three seconds. So I'm start with the outside the house. I'm gonna start with walking the front door. I'm gonna start with the view. I'm gonna start it with, you know, the amenities or whatever it is and maybe a different version, verbal and visual hook. And then once you have those five, you take the best one, you posted your main page. Okay. Jack Malt. How can I get hot leads for High Ticket executive? Okay, can I someone pause me my, my little chatty chat. Okay. Hi, how, how can I hot leads for high Ticket executive clarity service? It's a science based service involving photography. Science based service involving photography. Can you scroll up on my guys? Okay, here we go. I have 10 years of photo experience. High ticket executive clarity. I don't even know what that means. So I'm going to say something, Jack. So hopefully you're live. Well, I guess you are alive. But I'll bet you man, you'll get way more leads if people can understand what you do. Like I'm just being super real like, like explain it to a five year old. Like I take pictures of your face that make you look better and get you higher responses to your resume outreach. So it's just like I'm, I'm relatively confused by what you do. And I think that if I'm confused and I look at a lot of different businesses, prospects will also be confused. And so I think this is a messaging issue right off the bat, which is just make it very like be clear, not clever. Like that is like that is the issue. Be clear, not clever. Yeah, and that's, that's, that's what I would do. And then from there you're gonna have to let more people know about your stuff. So you're gonna pick outreach, you have to pick content or pick ads. My recommendation, especially if you wanna be a thought leader, is gonna probably be on the content side. That's where the attention is. And so I would start demonstrating to the highest degree possible spcl, which is what I started this, this whole thing with. And if you can't do it for yourself, then you want to use or borrow the status of the people that you're helping. Next caller is Ann. Thought leaders can probably be able to cut those thoughts. That's where the attention is. And what's up demonstrating the act of impossible at PCL is what I started this discussing with. And if you can't do it for yourself, then you want to use or borrow and yeah, there we go. All right. Okay, so you're on her mosey hotline let's rock and roll. So you got $200,000 per month in revenue? Yes.

[C]

Yes.

[A]

All right, ad spend zero industry is medical men's sexual function. Ooh, this might be spicy. Indeed. Men's sexual function. Okay, and then your offer is lifestyle stem cells. Okay, so you're doing like. Yeah, you're doing full, like, injections and all sorts of stuff. Okay, cool. And then we've got constraint is needs more qualified leads. Okay. Are you a doctor?

[C]

Yes, I'm a medical doctor. And we have a medical clinic that focuses mainly on the sexual restoration. And yeah, we do stem cells and also shockwave therapy, multiple medical treatment, along with hormone replacement therapy and peptide therapy.

[A]

Dope. Okay, so is this brick and mortar? I'm guessing.

[C]

Yes.

[A]

Okay, got it. Where are you out of?

[C]

Fredericksburg, Virginia. It's right outside of D.C. fredericksburg.

[A]

Okay, cool. So. Okay, so talk to me. So what's the. What's the issue? You want more leads?

[C]

Yeah, so we have. All my leads come from my YouTube channel and also word of mouth, and we have 150,000 subscribers and YouTube channel, and we have an application funnel through there. But we're getting leads. But we're. When we're. Our team converts at 65%. But we're not getting the quantity of qualified lead that can afford our services ranging from 15,000 to $25,000, because, I mean, they get result within five days. You know, we have a great offer. We're doing everything we do.

[A]

The best thing is they can tell very clearly whether or not. Whether it works or not.

[C]

Yeah, exactly.

[A]

Do you do before and after pictures?

[C]

We want to get more qualified. Say that again.

[A]

So do you do before and after pictures? I'm joking. I'm joking. I'm kidding.

[C]

Okay, well, we have testimonials.

[A]

Man, look at that thing. Just triumphant. Okay, got it. So you need to get more leads. YouTube's the primary channel. And people who are coming in who are popular. Do people fly to you?

[C]

Yes, we have people coming in actually international. We're having somebody from Hong Kong.

[A]

What percentage from the UK what percentage are local versus international?

[C]

Oh, I mean, US, it's probably like 90.

[A]

Oh, no, like, if you're saying us, I'm gonna say most people that are traveling to you. Like, if. I mean, most people are traveling to you.

[C]

Yeah, I would say probably that will be 70%.

[A]

Yeah, done. Good enough for me. Okay, got it. So. So how many. How many pieces of YouTube content are you putting out per week?

[C]

I only do two long form videos.

[A]

Yeah.

[C]

And so My bed. My team cut off the long form video into short.

[A]

Okay.

[C]

Which we post daily. Yeah, that's it.

[A]

Got it. Do you have, do you have the five CTAs that I mentioned earlier of like those five places that you can do calls to action? Because that's like an immediate thing you can do that can just generate more leads. So one third of the way through videos.

[C]

We've been doing that.

[A]

Okay.

[C]

Yeah, we've been doing that.

[A]

Okay, got it. So but you're doing all five?

[C]

Yeah, as of yesterday we're doing four, but now we're doing five.

[A]

Okay, got it. There we go. Hey, I'll take it, I'll take it. A little. A 20% improvement or 25%. Okay. So I mean you, you kind of have, you're, you're in a. You basically have two paths. Right? So path one is how can we like, I don't think you necessarily to make more content like you could, but I would rather you like. How much time do you spend prepping the packaging and the thumbnails and the headlines for the content that you make?

[C]

Oh, I don't do that. My video editor does that. I think he probably spent maybe like eight to, maybe eight to 16 hours because he does, he, he does do two a week. So I would just say maybe two days.

[A]

Well, on the prep or on the post.

[C]

Prep and post. So I produced like four at a time and he does, he just put a couple shit like, you know.

[A]

Yeah. So every other week you do four videos. Yeah, got it. Okay. So I'll tell you this, like you're, you're a more experienced YouTuber. It's, it's, it's likely that the biggest improvements that you're going to get are on, on better rather than more for where you're currently at. And it's going to come down to like, I mean, some of the tools I said yesterday, like Oneoften.com is a good tool for looking at packaging and saying like, how can we look at other outlier. Similar outlier packaging for videos that are either in the space or adjacent to it. And then how can we match our thumbnail headline and introduction? Do you, do you guys script out your introductions?

[C]

Yeah.

[A]

You are scripting your introductions?

[C]

Yeah.

[A]

Yes.

[C]

Yeah. I, I actually use like AI to help me with the hooks and the intro. But most of it is really my content that I put out. And the one other thing about our channel is that it's grown because I was talking generalized like Ed and I give everything away.

[B]

Yeah.

[C]

So now I Really I will last three videos. I've been making more for entrepreneurs and executive because I wanted to target more of high, high ticket client. And our views like absolutely plummeted down to like hundred instead of thousands. So that, that was one of the things I wanted to ask you. Is that something that we need, we, we should be worried about since we're kind of target the message more for you know, high, high ticket clientele.

[A]

So I'll tell you how I would make an adjustment or a test like this. So I never want to threaten my core business. And so if I have two videos of a certain style and packaging that are working, I don't want to break that because like all of a sudden your revenue could cut in half and that would be not fun. Right. So I would prefer you keep your two videos a week that are your kind of standard wider, et cetera thing and then do an additional video that's gonna be the new thing because in that way you can guarantee that you're gonna make more. And that way you can test it and not feel like you're risking the whole business to make this test. Cause it's the primary way of getting leads for you. And so I would really not wanna risk the entirety of my, my business for a test. That's a big test.

[C]

Why I love that I can definitely do that because I was thinking about doing more. But you said do better.

[A]

I do think that you can do better, but I think that if you're going to run this test on trying to attract higher level customers, I think that I would just add that in addition to the two videos you're doing. So then they'll bump you to three and you're going to probably get benefits from both more, more volume. And I still think. And maybe your video editor can watch the replay of this. But like I would strongly recommend scripting out both verbally. And this is the part that people miss visually because you have a very physical profession. Obviously like you can't show certain things on your YouTube channel. But like you in you know, a smock or not smock, whatever. The white lab coat, right? You got the, you got the coat and you've got some tools and some machines and you've got some of those props that look like body parts behind you. I think all of those things kind of set the frame and Proof Promise plan. I don't know if you are using that as the setup for the introduction, but Proof promise plan and if you want you can introduce pain in there as well as kind of our Four step way that we introduce all videos. And so I'd make sure that I have a sentence for each of those P's and if you have a picture which kind of gives you a visual roadmap of what they're going to get, I think that that will also likely further aid and retention. So those are kind of like the quote, better things. And you can do that for all three of the videos you're gonna make. But number one is you're gonna go from two to three. The third one's gonna be experimental. You're gonna tighten up and script the introductions. And the packages should be picked from outliers rather than just like something you find interesting. Like, we already know that this packaging, this the way that this image and the headline work are likely going to convert.

[C]

Yeah, I love that. That's really good. I. What, what do you think about advertising on like private jets and so forth? I would advise to do that to attract the clientele that we want.

[A]

I mean, you can try it again. I would just put that in my experimental bucket.

[C]

Okay.

[B]

Yeah.

[A]

I mean if you fly private as is, then yeah, just on your next private, you know, on your next flight, just record.

[C]

Okay, yeah, no, I love that. So make more content, but make better content.

[A]

And add the third one.

[C]

We have a funnel. Can I ask you one more question about funnel? Now the funnel that we had, I was listening to you talking to another lady. And our funnel is actually an application funnel to book a call with our sales team. But if we are looking at more attracting more premium buyers, should we still continue doing that funnel or should we open up more on the higher part of the funnel?

[A]

I think you should drive more into like just put more in. This is why we're going to do it. Like, I don't think you should. Like you're converting 65% of your leads. Your conversion process is not the constraint of this. So maybe there's things you can improve. But that's not where my focus will go. My focus would 100% be on making more and better content on YouTube. I do think that like, I would say like do this experiment, improve the pack, the packaging, the hooks up front. The next, the next thing would be running ads. But I just feel like the nature of this business is so like trust driven that I think organic. I mean, I think you've, I mean you've already gotten the success you have because I think you started with the right strategy. I really just want to see like how do you get to a million views or sorry, a Million. A million subscribers on your channel. Like that would be like my mission. How do we get how many views a month you're getting?

[C]

Yeah. How many abuse? Well, it depends. If we put out a pretty good one, it's probably about 10,000 enough. It's our usual.

[A]

Yeah.

[C]

Depending on the video. But the last three on I talk about executive and the intersection with sexual health. We got like hundred.

[A]

Yeah. Yeah. I, I, I, I think that you have a ton of room. If you're getting 10,000 per video, I think you have a ton of room for improvement. Like, especially based on the nature of what you have. Like, like you, like, you could for sure be at 100,000, 250,000 per video. For sure. No question.

[C]

Well, thank you. Yeah, we have about 10 videos that are almost a million.

[A]

Yeah.

[C]

Right now. So. Yeah. So we may lean in more on those topics.

[A]

Okay. Rock and roll. Love it. Yeah, just repeat your, Repeat your winners. All right. Thank you.

[C]

Thank you.

[A]

Okay, so, Mike. Hey. 16. I do AI automation, helping business save time, et cetera. I currently get leads through Facebook, Instagram and email outreach advice on scale volume only. Thanks. Yeah, dude, you're doing, you're doing too much. You're doing like pick one of those channels to start out with and just do more on that one channel. So I think you're probably spread too thin. If you're like trying to sell, trying to market, trying to deliver to customers. And you're also on three different channels. I would say do more, but on one of those you can get better. Cool. Sweet. Rock and roll. That was an easy one. Wedding filmmaker here. Majority of leads are word of mouth, but I don't know if it's really as scalable as I would like to be. Currently at $10,000 a month in revenue. Do I recommend I go all in or find a better model? I would have to know way more about the model, honestly. We have a home health agency pre revenue opening in a month. What are some of the advices in this industry when we rely on insurance for payment? Can you scroll up again, guys? So which. I don't know where that was. Shit. All right, I'll do, I'll do another one. So what acquisition system would you. If you would sell ClickUp Project management systems for marketing agencies currently doing 15,000amonth. Something clients through upwork is. It's. Can you scroll down a little bit so I can see the word is getting clients. Okay. Getting clients for upwork and cold email. I'm guessing you have a pricing issue because someone who's gonna be implementing a CRM is likely already doing. Like, if they have so much work, they have to have, like, a project management system, you probably need to be charging way more. And so either you're going after the wrong customers, but it doesn't make sense because if you're actually implementing this stuff into their business and, like, they're probably bigger customers, so I think you're probably mispriced. Number one. I would imagine upwork is also probably not the best place to find customers because it's, like, people who are, like, absolutely the cheapest. So I think you're. I'll bet you that your mindset is super skewed to, like, upwork leads who are, like, cheap as hell. I would be doubling down on cold email and be looking at, like, $6,000 plus, you know, per month retainers and probably selling projects that are in, like, the. We did one implementation like this. Well, how much did ours cost? 60, 30. Didn't we implement some sort of project management system inside of media? 40. So ours was 40. So to give you an idea. So that was, like, just for one project, and they had more than one customer. All right, so you probably are just, like, wildly undercharging. And I think cold email would be the best way to double down. Hopefully that helps. Max. All right, McKinsey, you are on Hermozy hotline. Okay. Monthly revenue is $100,000. Hello, Mackenzie. Hey, McKinsey, can you hear me? What's up? $100,000 a month.

[D]

Hey, man, how's it going?

[A]

Rock and roll.

[C]

Good.

[A]

You got cold outreach. Got it. You're doing your custom apparel. Okay, Custom apparel. Interesting offer is apparel for colleges and college organizations. So, like, fraternities and stuff? Yep. All right, all right. Colleges. Okay. And then the constraint is cold outbound works economically, but too many unqualified leads. Okay, so does that mean that.

[C]

Where.

[A]

How are you getting your leads right now?

[D]

Just scraping. So basically we're just trying to find contacts for these organizations, primarily through, like, Instagram, and then we just reach out to all of them cold.

[A]

Okay, what's the model.

[D]

As far as, like, how do we make our money? So basically, we handle the design side for all the apparel, and then we outsource the manufacturing. And so we're just kind of acting the middleman and mark that up. And so on all of our orders, we average about 35 gross margin.

[A]

Yeah. So is that a hundred thousand dollars a month your slice, or is that. That's top line. Okay, got it. So you got 35ish of gross margin left over. Yeah, on 100. Okay.

[D]

And so what's happening when we reach out to these different organizations is basically it's very hard to segment between who we think is going to end up being a big customer with like a high lifetime value. We have some customers who are going to spend, you know, $20,000 a year with us versus others that are going to spend $1,500 a year. And it's just really hard for us to identify, like, what are the markers that make a customer in which group, you know?

[A]

Yeah. So, yeah. And you've. And you. Is there a reason that, I mean, you focus on colleges just because they were easy to reach out to decision makers?

[D]

Yeah. So that was kind of. That was going to be the second part. Basically what I found so far is like, we're reaching out to the colleges. We've got the process really dialed in. So we have like a pretty good conversion rate. Like it. It's easy for us to acquire customers. But what I actually noticed is that's what we focus our outbound on. But the AOV for the colleges is maybe like 12, 1500 bucks. We have other customer segments that are spending way more per order per year.

[A]

So let's talk about those segments.

[D]

Haven't really figured out the acquisition as much.

[A]

Okay, so what are those segments?

[D]

Construction is a big one, and also summer camps. But the thing with those, I kind of run into the same issue because, you know, I might reach out to two construction companies. One of them, they don't order like, any apparel, and then another one orders like, you know, $50,000 a year. So, yeah, I'm still just trying to figure out how to know.

[A]

I just want to reframe it a little bit for you. So if you know that like. Okay, well, construction seems like on average they're worth like 25 times more or something like that. That sound close to right? Yeah. Okay, so if you have some, like, duds and some good ones, but they're worth 25 times more, then I'd rather just do the duds and good ones play with in general, people that are worth 25 times more.

[D]

Yeah, but I mean, I'm running into the same issue either way. So it's just basically targeting higher value customers.

[A]

Yeah, but I mean, I think, like, I'll say it differently, like this is a feature, not a bug. Like, this is just part of what you have to do with outreach and list segmentation and list enrichment is part of what makes outreach effective.

[D]

Yeah. So do you think basically on the last Live stream. I kind of went through the five ends and I realized it is data that's holding us back from being able to scale. So I've already started know having my dev like build out different stuff to help us track this data better. And I'm kind of wondering like.

[A]

Should.

[D]

I be focusing a ton of my time on trying to figure out like, and identify the segments, you know, more specifically, like what makes this construction company spend more money or. Or should I be focusing on volume?

[A]

No, get the data right. Like if you take a longer perspective on the business. Right. You knowing who your customer is is going to be data that you absolutely have to have no matter what. And so why would we delay something that's going to give us so much leverage on our messaging, our offer, our channels? Like, like picking the customer is the first and most important thing that you can do in the business. And then your offer comes from the customer. Like the one regret that I have in the offers book is that I would have added in your first customer, which is I think the first chapter in Lost Chapters. I would have added that as the first chapter of the offers book because so many people just like you have to start with the customer and then from the customer we reverse engineer the offer.

[D]

Yeah. And that's like one of the reasons why we target like fraternity and sororities is because on a per unit basis, like they spend more per shirt. But that's 50 shirts at a time versus 5,000.

[A]

Yeah. So all we have to look at, like, we just have to look at absolute profit per order. And then I would just like that's. That should be like North Star. So what is it? So if we have, you know, 50 shirts with, you know, 50% margins versus 5,000 shirts with 20% margins, we'd still rather have 5,000. Because you're a middleman anyways.

[D]

Yeah. It doesn't take any more work.

[A]

Right. So like. Right, so like let's go sell the bigger people and expect that we're going to have some that are smaller. But if we're shooting for 5,000 orders, your. Your small ones all of a sudden are going to be 500 orders instead of 50.

[D]

Yeah, yeah, that makes sense. And I, you know, honestly, like, even though we don't have the data yet, that's kind of after the last couple of calls, like, I realized that is the direction we need to go in. I'm trying to figure out how we should make that transition. Because, you know, it's like you always say, like, more than better and different. I Feel like I could be doing more and better, but I'm choosing to do different because it's just a better model.

[A]

Yeah, well, you're, I mean, you're reaching out to me, so, I mean, I make these rules. I can break them. So you're in an instance where, like, it's you, you should. Unless. Unless you had a way that it was like, I'll say it differently. Like, you could for sure double outreach and the business would probably double. And it's just like, I think there's just so much more meat in these other industries because, like, I think you'll almost, you'll cap this out because, like, you could for sure become like, like, oh, maybe, maybe I'll think about, like this. These are the conditions under which I would stick with what you're currently doing. Right. I would stick with what you're currently doing. If you knew that those college customers would become lifetime customers, if you knew that every single one of those college organizations would just always order, you know, fifteen hundred dollars a year worth of gross profit and you just knew that you were keeping 80 to 90% per year, then this business would just continue to stack. And then over time, you build this kind of like monopoly within the colleges of like the default T shirt guy. Right. That would be the condition under which I would, I would continue to pursue the colleges. And maybe you could just say, like, okay, well, how do we retain revenue better? How do we get these people to reorder? Can we reach out to them more regularly so that they're buying four times a year instead of two, etc. Etc. That would be that path. But you were.

[D]

I would say that we're kind of in that situation.

[A]

Okay.

[D]

I mean, we've been doing this for a few years now. We don't have like, really any term. Like, our turn level is like extremely low and we're very proactive, like you said, trying to get people to order more. Like we're trying to bring up the order frequency, bring up the aob. But at the end of the day, it's like, I could, I could probably just leave this running. Like, leave my operator just continuing that side of the business.

[A]

Yeah.

[D]

And then maybe shift my time towards focusing on these other, you know, targets.

[A]

Yeah.

[D]

Building up that acquisition system.

[A]

I hear you. I, I'm gonna, I would do the other thing that's bigger. I'll be honest. I would do that. And that's normally not the advice that I would give because, like, the for sure bet, like, if I had to say, how do I guarantee that you go from 100k a month to, you know, 250k a month. I would say, dude, just triple what you're currently doing. That would be for sure. My bet, because you're keeping the customers. You have gross profit that's there, and it'll just continue to stack. That would be my, like, if we had to bet. But if you're like, I want to get to, you know, 20 million a year or something like that, I don't know. What are your goals? I should have asked that earlier. What are your goals?

[D]

That. That's my goal. I'm trying to get to like, 10:20.

[A]

Yeah. Then I think you just need. You're gonna. You just want to get. You want to make. Get paid more per. And it's the same number. It's the same level.

[D]

Yeah, Yeah.

[A]

I mean, you, like, you could do more, but then we'd be asking the question, okay, how do we go from your current outreach level volume to like, how do we truly. And I mean this truly. Like, how do we. How do we actually do 10 to 50 times the outreach? Like, you could do that. That would be still probably less risk.

[D]

Not feasible with this target market.

[A]

Okay, well then if that's that, then if we go metrics and then market, which is the next m. Right. Then. Then I would rather go construction. That's bigger whales. If that's the market that you feel better with. I don't normally say that, but I think that it's probably what makes sense. And here's, here's the great part. If you do it and you just fall flat in your face and you find out something that, like, actually makes construction suck. You could always just go back to the college and then just then say, okay, well, my, my for sure path of, of, of growing this business is like, I will 10x my outreach. That is your for sure path. You can always go back and do that. But if you have an opportunity where you can get. Literally, you're talking about 50 short orders versus 5,000. It's a hundred X leverage. Then I'm like, I really want to look at something like that.

[D]

Yeah, that makes sense.

[C]

Cool.

[D]

And I guess, like, I just need to treat it as like a test. Like, I don't need to, like, shut down my business and start doing construction.

[A]

Like, God, no.

[D]

You know, start building out another channel.

[A]

Yeah. I don't normally say this, but when you. When I see 100x difference and you're at the size you're at, I'd rather you. I'd Rather you look there. Yeah.

[D]

Yeah, bro, that's like. That's what I'm thinking. Like, I've been thinking the same thing you're saying, but I'm like, oh, this goes against all the advice.

[A]

I know. I mean, that's why you call. That's what we're here.

[C]

Cool.

[A]

Say, all right.

[D]

Yeah. All right, Sweet. Yeah, that's what I'm gonna do then.

[A]

Just don't burn down the existing business. Have your operator still run it. Make sure it's still good. The things that you want to make sure that you. Like, what are the things you want to validate for the new market is you want to make sure as fast as possible that they reorder. As long as you have that, then you're have revenue retention, you're good to go.

[D]

Yeah, that makes sense. I mean. Okay, let me ask you this. This is.

[B]

I, I.

[D]

When I view this business like, the reason that we're able to penetrate the college market so well is because, you know, we target all of our marketing around that. Like, if you go to our website, that that's the avatar we're trying to serve.

[C]

Yeah.

[D]

I've considered basically building out, maybe have, like, different websites for different niches. So, like, I just replicate everything we did for college, but in the construction and kind of serve a whole nother avatar. I don't know if that makes sense, but, like, customer journey around them, and I just. I don't know if that's maybe, like, not the smartest way to scale, is doing, like, more.

[A]

No, I don't want you to do, like, many different verticals. I definitely. No, no. I want you to commit to one of these things. And so we're like, this is a potential 100x in terms of leverage for this type of avatar, which is the only. Like, if you were, like, there were three times as much, I'd be like, screw it, dude. Just do more of the college thing. When you said 50,000 in order versus 1500, like, that is a very big difference. And it's the same level of work for you. So at that point, that's why I'm like. I'm like, it is only because of the unique characteristics of that thing. The only other thing that we'd want to make sure is that you have revenue retention there. Once you have that, there's more than enough construction firms for you get to 20 million a year, no question.

[C]

Yeah.

[D]

100. Okay. Yeah, that makes sense.

[A]

All right.

[D]

Okay.

[A]

Rock and roll.

[D]

But don't. Don't spread it out. Like, focus my. Yes.

[A]

Yeah, I don't want you to have, like, 100 verticals. That's not the point. Like, you knew colleges. Like, every one of these ones have different nuances, different acquisition things, different sales. Like, you have to learn all that stuff again. But, like, I'm. I'm only kind of, like, signing off on this because of the crazy difference in value and the virtually no difference in operational effort. So it's like, you don't have to relearn how to. How to be a middleman for shirt ordering. Right? It's like. It's the same thing. We're just targeting a different person, and we only have to figure out one thing, which is how to acquire that customer versus the other. And once we have that, the rest of the business works the same. We make, you know, 20, 30, 40 times more. That's why I'm saying. I think it makes sense.

[D]

Yeah, that's exactly right. That is the only difference. All right, cool, man. That's perfect. That's your game plan.

[C]

All right.

[A]

Rock and roll. Appreciate you, man.