00:00:00那已经是过去的事了，而你以前做的那些都没奏效。
00:00:01你试过吗？你有没有……因为在销售流程中，
00:00:03我们用 C-L-O-S-E-R 框架要做的是关上所有其他的门。
00:00:06没错，因为现在你在销售过程中
00:00:08留了太多的门。
00:00:09所以你得问：“嘿，如果你不打算做这个，”
00:00:10“那你会怎么做？”
00:00:11“嗯，我会自己在家里教。”
00:00:14“那你有泳池吗？”
00:00:15“不，并不是真的有。”
00:00:16或者他们说有，但当问到什么时候教，他们会说是的。
00:00:19你就问：“好吧，那你会什么时候教？”
00:00:22“你有时间每周带他们去三次吗？”
00:00:24然后他们会说：“嗯，不，我没时间”
00:00:25“每周带他们去三次。”
00:00:26你就说：“好吧。”
00:00:28“所以是不是可以认为，对你来说”
00:00:30“现在并没有更合理的替代方案了？”
00:00:32他们会说：“是的。”
00:00:33这就对了：“说实话，你非常适合我们的项目。”
00:00:35“我能给你详细介绍一下吗？”
00:00:36“好的。”
00:00:37“以前从来没有人带你了解过”
00:00:39“教孩子游泳的完整流程，对吧？”
00:00:40“对，没错。”
00:00:41这时我就是在建立自己的权威。
00:00:44“教这些技能必须做三件事。”
00:00:46“每个孩子都需要学会漂浮、游到池边、”
00:00:48“并学会如何呼救。”
00:00:49这听起来显而易见，但能成功的
00:00:51和不能成功的人之间
00:00:52有巨大的区别。
00:00:53而那些成功的人都有三个共同点。
00:00:55第一是环境。
00:00:57“现在你在家里，很容易分心，”
00:00:59“或者去公共泳池，”
00:01:00“旁边有大孩子在跳水。这没用，对吧？”
00:01:03“对。”
00:01:04“第二是有些只是兼职的救生员，”
00:01:06“以前从未教过课，”
00:01:08“他们并不是真正的培训专家，对吧？”
00:01:10你可以想象一下，我打个比方。
00:01:13“如果我找个只会画画的高中生，”
00:01:17“和一个艺术大师，”
00:01:18“你觉得谁能教得更好？”
00:01:20“当然是艺术大师。”
00:01:21“他们不仅教得更好，而且教得更快。”
00:01:23“第三点是，如果你有了环境”
00:01:25“和专业技能，接下来你需要正确的流程，对吧？”
00:01:29“你肯定不想让别人胡乱教一通。”
00:01:31“相反，它应该是一个可重复的系统，”
00:01:35“让孩子从零基础，变成让你不再焦虑的家长，”
00:01:38“这样你就不必担心自己没教好了。”
00:01:41“这能明白吗？”
00:01:42“太好了。”
00:01:43“那你想什么时候让小蒂米过来？”
00:01:47“夏天。”
00:01:50“但是……”
00:01:52“不不，你是想让他在夏天前学会，对吧？”
00:01:54“就像你说：‘嘿，我想在夏天之前”
00:01:57“减掉 40 磅。’”
00:01:58“那我说：‘行，那我们现在就得开始。’”
00:02:00“嗯，是的。”
00:02:01“说实话，最好的开始时间”
00:02:03“其实是上个月。”
00:02:04“所以你已经迟到了一点。”
00:02:05再次强调，我们要移动时间锚点。
00:02:08如果有人说：“我想夏天再来。”
00:02:11你就说：“亲爱的，现在都二月了。”
00:02:14“你本该在十二月就开始的。”
00:02:15“如果你想让他赶上这个夏天，”
00:02:17“他明天就得开始过来。”
00:02:18然后问：“这周哪天你能”
00:02:21“带他过来？”
00:02:24“当然。”
00:02:25“对吧？”
00:02:26她说：“随哪天都行。”
00:02:28你就说：“太好了，你想用哪张卡？”
00:02:31“好的，完美。”
00:02:35“Visa 还是万事达？随便哪张。”
00:02:39他们会选一个。
00:02:40你说：“太棒了。”
00:02:41然后接下来的情况是他们会开始
00:02:42报信用卡号。
00:02:43你就说：“不不不，不。”
00:02:45“别报卡号。”
00:02:46“没关系，咱们还是保持信息安全。”
00:02:47“我现在发给你一个链接。”
00:02:49“我会一直在线，确保支付成功。”
00:02:52“收到了吗？”
00:02:53“好，点击那个链接。”
00:02:54“进去操作一下。”
00:02:55“好，你说你想选下午的时间。”
00:02:58“太好了，一点钟。”
00:02:59“我确认一下后台能看到，”
00:03:00“因为当有大量学生”
00:03:02“自己在网上预约时，”
00:03:04“名额满得很快。”
00:03:06“好，看到你预约成功了。”
00:03:07“太棒了，期待见到你们。”
00:03:09“在那之前我会给你发短信提醒。”
00:03:11“记得带上浮袖。”
00:03:12“很高兴认识你，莎拉，期待见到你的孩子们。”
00:03:15“太棒了，太棒了。”
00:03:17“完美。”
00:03:18这就是个销售问题。
00:03:21所以你需要在电话里成交。
00:03:23按照 C-L-O-S-E-R 框架，一步步来。
00:03:28“你为什么来这？”
00:03:29“听起来这就是问题所在。”
00:03:30在概述（Overview）环节我们要关上所有的门。
00:03:32“你还做过什么？”
00:03:33“为什么还没解决？”
00:03:34解决所有他们可能提出的理由。
00:03:35“为什么不能再等了？”
00:03:38“为什么你不能自己教？”
00:03:40他们会说些什么？
00:03:41“我表哥能教。”
00:03:42“不，他教不了。”
00:03:43“好，我觉得你很适合，”
00:03:44“因为你现在就得行动。”
00:03:46“你缺少的是环境、专业技能和流程。”
00:03:49我不喜欢“流程”这个词，它不是我的最爱。
00:03:51我们需要第三个 E 开头的词（Environment, Expertise, ...）。
00:03:52如果是 E 开头就更好了。
00:03:53但你想要这三样每个人都必须具备的东西，
00:03:55一旦拥有了它们，你就不会失败。
00:03:57明白吗？
00:03:58好，咱们开始吧。
00:03:59“好的，太棒了。”
00:04:01这只是销售问题，伙计。
00:04:02你的获客成本是多少？
00:04:04“现在大概 12 美元。”
00:04:11“明白。”
00:04:12“你的客单价是多少？”
00:04:13“每月 100 美元。”
00:04:16“你现在的方案就是每月 100 美元？”
00:04:22“我们一直都是按月收费，”
00:04:24“加上注册费。”
00:04:25“注册费是多少？”
00:04:28“嗯。”
00:04:30“多少钱？”
00:04:30“40 美元。”
00:04:31“天哪。”
00:04:36一个 12 美元的线索。让一个孩子学会
00:04:40漂浮而不溺水，需要多长时间？
00:04:43我不该嘲笑这件事。
00:04:47你怎么让孩子达到熟练水平？
00:04:50“通常需要几周左右。”
00:04:53“因为一节课 30 分钟，”
00:04:55“大多数家长每周只来一次。”
00:04:56“好，能不能定为 12 节课？”
00:04:58“我们就说 12 节课行吗？”
00:05:00“12 节课，可以。”
00:05:02“我是说，你是否有信心说，”
00:05:05“90% 的孩子都能在”
00:05:07“12 节课内完全掌握？”
00:05:08“绝对有。”
00:05:10“好，太棒了。”
00:05:11“那就收费 600 美元，以此确保”
00:05:13“你永远不用担心孩子溺水。”
00:05:15“只要你参加了所有课程，”
00:05:19“如果孩子最后还有任何问题，”
00:05:21“我会一直教下去，直到他们学会漂浮。”
00:05:23“好的。”
00:05:26这就是你的前端优惠方案。
00:05:26“完美。”
00:05:28“明白了。”
00:05:29“但你要做的是，”
00:05:30“在前端方案进行到一半时，”
00:05:32“你说：‘嘿，听着，莎拉表现得太棒了。’”
00:05:34“‘我不知道你有没有注意到，她现在会呼救了。’”
00:05:38“‘她会漂浮，能游到池边。她太棒了。’”
00:05:40他们会说：“噢我的天，她太厉害了。”
00:05:41你说：“太好了。”
00:05:42“‘所以，不溺水和水感好是有很大区别的，对吧？’”
00:05:47“‘我们已经完成了第一阶段，’”
00:05:48“‘但我想向你展示的是，’”
00:05:49这时你打开了另一扇门，
00:05:51你说：“‘她正处于我们水域掌控力’”
00:05:53“‘六阶段流程的第一阶段。’”
00:05:55“‘如果你见过那些’”
00:05:56“‘怕水的人，’”
00:05:56“‘他们就是无法适应，’”
00:05:58“‘我们可以带她从第一阶段达到第六阶段，’”
00:06:01“‘让她拥有一生受用的水性。’”
00:06:04“‘她可以去参加派对，’”
00:06:05“‘可以去大海里游。’”
00:06:07达到能在海里游泳的水平需要多久？
00:06:10“那是什么水平？”
00:06:11“需要多久？”
00:06:12说实话，我完全没概念。
00:06:13我敢肯定需要很长时间。
00:06:14“大概 30 到 50 个小时。”
00:06:17“完美。”
00:06:18“没错。”
00:06:1930 到 100 节课，或者 60 到 100 节课。
00:06:22这对我们很有利。
00:06:23所以，这就是我们在中途卖的东西。
00:06:26你收取的 500 或 600 美元
00:06:27可以抵扣下一阶段 30 节或后续更多课程的费用，
00:06:32直接从总价里扣除。
00:06:33所以后端方案变成了 2500 美元，
00:06:36然后把之前的五六百块算作抵扣金。
00:06:38如果他们觉得贵，再往下拆分时间卖。
00:06:40如果他们说：“我付不起全款。”
00:06:42没关系。
00:06:43“要不我们先完成第二阶段？”
00:06:46“嗯哼。”
00:06:47“明白了吗？”
00:06:48“懂了，让我看看。”
00:06:49“这一切都很棒，非常感谢。”
00:06:53“你觉得你能做到吗？”
00:06:54“能，我一定会实现的。”
00:06:57“好，跟我复述一下有哪些改变。”
00:06:59“我们要确保我是在走”
00:07:05“CLOSER 框架和整个流程，”
00:07:06“我认为部分原因在于”
00:07:09“我已经习惯了那些主动找上门的精准客户，”
00:07:11“而不是第二阶段的客户。”
00:07:12“噢伙计，你以前根本没做过销售。”
00:07:14“没做过。”
00:07:16“没错，你从未卖过东西。”
00:07:17“从来没有。”
00:07:18“靠转介绍成交不算销售。”
00:07:18“你从未真正卖过东西。”
00:07:19“没关系。”
00:07:20“嗯哼。”
00:07:22“你能成交五个已经很棒了。”
00:07:23“我认为，老实说，你本可以成交 15 或 20 个。”
00:07:26“如果每个都收 600 美元，”
00:07:28“你会爱死这种生活的，对吧？”
00:07:30“嗯哼，没错。”
00:07:31“你花 1400 美元的广告费就能赚 1.2 万。”
00:07:33“这还只是前期的收益。”
00:07:34“还没算后端的钱。”
00:07:36“嗯哼。”
00:07:37“现在他们来店里时，你会卖东西给他们吗？”
00:07:38“卖不卖浮袖、踢水板”
00:07:40“或者是护目镜这类”
00:07:41“特别的装备？”
00:07:43“我们每天下课都要”
00:07:46“把东西收走。”
00:07:49“我们得把所有东西打包收好，”
00:07:51“所以没什么酷的东西卖。”
00:07:53“我想让你准备点东西卖，”
00:07:54“想想小孩子的空手道馆，对吧？”
00:07:56“他们有道服，踢拳有手套、有色带。”
00:07:59“我想要你也准备些东西。”
00:08:00“比如泳帽，印有你们”
00:08:03“标志的短裤，”
00:08:05“让他们觉得自己是团队的一员。”
00:08:07“你可以让他们一次性购买，”
00:08:10“因为孩子可能会想要。”
00:08:11“这能让你轻松追加销售，”
00:08:13“从而抵消部分获客成本。”
00:08:16“嗯哼。”
00:08:17“所以你要接更多的电话销售。”
00:08:19“试着在电话里成交。”
00:08:21“把链接发给他们，告诉他们”
00:08:23“你会等他们买完，”
00:08:25“并确认看到他们那边已支付。”
00:08:27“在销售过程中，”
00:08:28“遵循 C-L-O-S-E-R 流程。”
00:08:30澄清需求，给他们贴标签，
00:08:31“嘿，你需要这个，否则你孩子可能会出事。”
00:08:33“我们要围绕时间建立锚点。”
00:08:35“嘿，你早该做这件事了。”
00:08:36“你本该两个月前就开始。”
00:08:37“所以现在已经晚了，我们得赶紧开始。”
00:08:39“这周你最早什么时候能带他来？”
00:08:42所以我们要围绕紧迫感建立锚点。
00:08:43噢，我们得关上所有其他的门。
00:08:46要说：“你不能自己教。”
00:08:47“你也不能指望你姐妹教。”
00:08:48“所有这些方法都没用，”
00:08:49“因为你已经说过你以前试过但没成。”
00:08:52“太好了，我觉得你很合适。”
00:08:53“你需要三样东西：环境、专业技能和流程。”
00:08:56“这就是我们要做的。”
00:08:57“你说你想让你孩子学会漂浮。”
00:08:59“我保证他们一定能学会”
00:09:01“到第 12 节课结束。如果没有学会，”
00:09:03“我会一直教下去直到教会为止。”
00:09:05“你要做的就是人过来就行。”
00:09:06也就是当……你可以翻译一下，
00:09:10这意味着当你付了这笔钱，
00:09:11你就不用再操心了。
00:09:12你的孩子一定能学会游泳。
00:09:15只要你们人到场。
00:09:16明白吗？
00:09:18“明白，好的。”
00:09:20“别担心，你可以回看录音。”
00:09:22“好吗？”
00:09:23“好。”
00:09:24“回头见，伙计。”
00:09:25“谢了。”
00:09:26“谢了。”
00:09:27“再见，伙计。”
00:09:28“好。”
00:09:31“我们继续干。”
00:09:33刚刚谁在担心延迟问题？
00:09:37我自己都在卡顿。
00:09:38说实话，
00:09:40那其实不是网络延迟。
00:09:41那只是我（卡壳了）。
00:09:46（嘟囔）
00:09:48其实我刚刚这样讲了 10 分钟。
00:09:51好，下一位是谁？
00:09:53谁排在第一？
00:09:54（嘟囔）
00:09:57志向远大，定能实现，
00:10:01一个社会主义和共产主义体制的国家。
00:10:04我认为如果你贿赂别人，是的。
00:10:05“先生，我很穷。”
00:10:10“我读了《1 亿美元教科书》，”
00:10:11“但我对产品毫无头绪。”
00:10:14热情、职业。
00:10:15我们该请人上麦了吗？
00:10:16准备好了吗？
00:10:17好，开始吧。
00:10:18加快节奏。
00:10:20开始。
00:10:21营收、你的产品、问题所在。
00:10:25沉默寡言的类型。
00:10:31我很欣赏。
00:10:33一个斯多葛派，如果你愿意这么叫的话。
00:10:35他们会想：我不想告诉你我的问题，
00:10:37也不想告诉你我的营收。
00:10:38“1 亿美元销售什么时候开始讲？”
00:10:43噢，那会很劲爆的，阿卜杜拉。
00:10:46阿卜杜拉·塔希尔，那会非常、非常重口味。
00:10:48“你如何调研一个行业”
00:10:49“并了解其收购参数？”
00:10:52你其实直接在谷歌上搜就行，
00:10:53查查估值倍数。但在最后……有人吗？
00:10:55有人能听到我吗？
00:10:59“能。”
00:11:00“好，开始吧。”
00:11:01“营收、业务、问题。”
00:11:04“我叫马修。”
00:11:07“我在悉尼向私人客户销售高端餐饮体验”
00:11:10“用于庆祝重大节日或纪念日。”
00:11:13“太棒了。”
00:11:14“我们今年的营收约为 280 万美元，净利润率为 40%。”
00:11:17“我想在两年内达到 800 万。”
00:11:18“开干吧。”
00:11:19“主要的瓶颈在于季节性。”
00:11:21“我们 65% 的年营收都是在 6 个月内完成的。”
00:11:24“如果不解决这个问题，”
00:11:26“要么我在夏天因为产能不足而拒绝订单，”
00:11:28“要么我在冬天面临供应过剩，”
00:11:31“或者说人员过剩的问题。”
00:11:34“是的。”
00:11:35我首先想说的是，
00:11:38这是你所处行业的固有特性，而不是缺陷，对吧？
00:11:41修剪草坪的人、铲雪的人，这太常见了。
00:11:46游泳池业务通常是在夏天。
00:11:48所以，有些行业就是会
00:11:50波动比较大，比如夏天的冰沙店或意式冰淇淋店，
00:11:53有很多这种季节性行业。
00:11:56现在，问几个问题。
00:11:58餐饮业，你的旺季是什么时候？
00:12:01“忙碌的季节。”
00:12:05“对，旺季是什么时候？”
00:12:07“基本上是九月到二月。”
00:12:12“明白。”
00:12:13“所以从现在到九月是淡季。”
00:12:16“是的。”
00:12:19“为什么人们从现在到九月不庆祝节日呢？”
00:12:22“其实我也不太确定。”
00:12:26“那不是节日季。”
00:12:28“我认为，嗯，可能不是什么喜庆的季节。”
00:12:31“我觉得人们在冬天”
00:12:33“不会花那么多钱。”
00:12:34“我不觉得这和——”
00:12:37“但你还是有——”
00:12:38“对我个人来说。”
00:12:39别担心经济状况。
00:12:41随便吧，我建议你把“经济”这个词从你的词典里删掉。
00:12:44反正你也无能为力。
00:12:45好吧，所以人们不过复活节，
00:12:48你也不做企业活动。”
00:12:49“我们做企业活动，做的。”
00:12:52“我们在冬天会主攻企业客户。”
00:12:53“他们的长期价值更高，”
00:12:55“但每场活动的消费较低，”
00:12:58“这会降低毛利。”
00:12:59“所以我们或多或少还是只主打私人客户。”
00:13:03“明白。”
00:13:04我听着，感觉你做的并不是
00:13:06那种季节性特别强的生意。
00:13:07人们会有……
00:13:10我虽然刚才那样说，
00:13:11但餐饮需求是一年四季都有的。
00:13:13见鬼，我每周都要点餐饮外送。
00:13:15“是的，但我们做的是大型活动。”
00:13:19“通常是 60 到 100 人。”
00:13:22“比如生日派对、”
00:13:24“订婚、婚礼，这些确实一年到头都有。”
00:13:26“但夏天的企业活动热潮，”
00:13:29“比如年终员工派对之类的，”
00:13:33“会让我们的需求远超负荷，”
00:13:37“从而形成了那个旺季。”
00:13:39“而在冬天，我们就失去了大部分这块业务。”
00:13:41“你在非旺季也能维持生存。”
00:13:44对吧？
00:13:47你在淡季是亏损还是盈亏平衡？
00:13:49“不，不，我们依然盈利。”
00:13:51“我们有很好的盈利能力，”
00:13:52“毛利和利润率都很高。”
00:13:54“所以状况还不错。”
00:13:55“我只是想赚更多的钱。”
00:13:57“好的，明白。”
00:13:58“明白了。”
00:13:59有几点建议。
00:14:00目前你是如何获取客户的？
00:14:04“我们有很强的有机 SEO，”
00:14:08“我们也做了很多谷歌广告。”
00:14:12“好的。”
00:14:13“这是最主要的渠道。”
00:14:15“大概 50% 是有机的，”
00:14:18“或者是 40% 有机，40% 广告，20% 转介绍。”
00:14:22“好的。”
00:14:22“还有社交媒体，但没怎么追踪。”
00:14:25“更多是为了品牌知名度。”
00:14:26“明白。”
00:14:27所以 SEO 和 PPC 广告是重头戏。
00:14:31那么，是什么阻碍了你投入更多 PPC 广告呢？
00:14:34是流量触顶了吗？
00:14:35还是增加投入后不盈利了？
00:14:36障碍在哪儿？
00:14:39“冬天里的搜索量会下降。”
00:14:43“好的。”
00:14:45“回到长期价值（LTV），依然很强，回报比是 12 比 1。”
00:14:47“所以我们完全可以加大投入。”
00:14:49“我正在试着寻找我的瓶颈，或者说我的问题。”
00:14:53“我核心的问题在于，”
00:14:56“我曾考虑推出企业外卖业务，”
00:15:00“那种典型的预包装企业配餐，”
00:15:05“作为‘马修餐饮’旗下的子品牌，”
00:15:08“这将是一项全年的服务，”
00:15:10“因为外卖配餐的季节性”
00:15:13“和活动策划业务是正好反过来的。”
00:15:14“是的。”
00:15:15“企业在那段时间点的这种外卖更多，”
00:15:17“但我不想分心。”
00:15:19“我看过你所有的内容。”
00:15:21“我不想被分散注意力。”
00:15:22“是的。”
00:15:23“因为那是一个全新的业务。”
00:15:24“是的。”
00:15:25我想我们在这里要解决的问题是，
00:15:28你现在是有利可图的。
00:15:29哪怕业务有周期，你的利润率也有 40%。
00:15:33为了让业务增长，
00:15:35我们可以忽略它是波动的这一事实。
00:15:36我给你举两个例子。
00:15:38Harry and David's，
00:15:40那是美国的一家巧克力公司，
00:15:42他们全年的利润 100% 都是在
00:15:4512 月份产生的。
00:15:46而在另外 11 个月里，
00:15:49他们的线下商场店面一直在亏钱。
00:15:52这是第一个例子。
00:15:55另一个，看看保险业，对吧？
00:15:58保险公司年年赚钱。
00:16:01但每隔 8 年就会来一次‘卡特里娜飓风’，
00:16:03让他们亏掉一大笔钱。
00:16:05所以，我认为我们需要分清
00:16:07“波动性”和“风险”之间的区别。
00:16:10你可以拥有一个有波动性但没风险的东西。
00:16:12保险业有波动性，但没风险。
00:16:16巧克力公司也是。
00:16:18月与月之间变化巨大，所以有波动性，
00:16:21但由于它是可预测的，所以它没有风险。
00:16:22你知道每个季度会发生什么。
00:16:25既然我们知道会发生什么，
00:16:26那就可以预测。
00:16:27如果可以预测，我们就能提前规划，对吧？
00:16:28归根结底，
00:16:31如果你不改变目前的商业模式，
00:16:33只是单纯把业务量翻一倍，阻碍是什么？
00:16:34“没什么阻碍。”
00:16:36“好的。”
00:16:40“坦白说，一切都已经很高效了。”
00:16:43“我们只需要投入更多，多招人。”
00:16:45“那我相信你已经有答案了。”
00:16:47我觉得让你烦恼的是，你只是希望，
00:16:50像 Harry and David's 一样，
00:16:53希望在其他 11 个月里，
00:16:54人们也能像过节一样疯狂买巧克力，对吧？
00:16:56但你注定会有淡旺季，
00:16:59这没问题。
00:17:02尤其是你在淡季并不亏钱。
00:17:03所以，我认为你其实并不需要
00:17:06解决一个巨大的难题。
00:17:08我认为我们只需要继续加强那些行之有效的做法。
00:17:09我也希望能变出什么神奇的商业模式，
00:17:10但如果你全年每个月都能盈利，
00:17:16只是某些月份赚得更多，
00:17:18那听起来就是一桩
00:17:20拥有可预测周期的好生意。
00:17:21“没错。”
00:17:22想想另一种情况，
00:17:27要是不可预测，那才叫惨。
00:17:28“是的，它是非常可预测的，”
00:17:29“说实话，非常稳定。”
00:17:31“我这几年一直在琢磨怎么绕过这个淡旺季，”
00:17:35“但又不想重新开始一个新业务。”
00:17:37“我以为 Alex 会想出点什么，”
00:17:40“但也许这就只是它的一个特性。”
00:17:42“不，我建议你把全部精力放在”
00:17:44“不去解决那个（季节性）问题上，”
00:17:46“而是去解决更重要的问题，”
00:17:48“比如：我们如何让 PPC 翻倍”
00:17:51“并攻克 Meta 社交广告？”
00:17:52如果你今年只做这两件事：”
00:17:53“让 PPC 翻倍并搞定 Meta 广告，”
00:17:55“你就能达成目标。”
00:17:59“是的。”
00:18:01“如果你只需要做一件事就能让业务翻倍，”
00:18:04“为什么还要做四件事呢？”
00:18:05“确实。”
00:18:10“对吧？”
00:18:11“是的。”
00:18:12“就是这样，伙计。”
00:18:15瓶颈理论的核心就是专注。
00:18:16就是要有能力拒绝那些诱惑。
00:18:18小企业的资源是非常有限的，”
00:18:19“最大的资源就是你的时间、精力”
00:18:21“和你的思考带宽。”
00:18:22如果你能对自己说：我不打算再看这块了，”
00:18:23“因为这只是我业务的一个特性，”
00:18:25“而且我很庆幸，因为我所有的竞争对手”
00:18:27“都会被那些华而不实的新项目分心。”
00:18:29让他们去为此操心吧，”
00:18:31“而你只需要继续碾压他们。”
00:18:33“干掉他们。”
00:18:35“好的。”
00:18:37“行吗？”
00:18:38“行，太好了，谢谢你。”
00:18:40“谢了，伙计。”
00:18:42“恭喜你。”
00:18:44“谢谢。”
00:18:45“好，谢了，兄弟。”
00:18:46“回头聊。”
00:18:47“再见。”
00:18:47“再会，像他们说的那样。”
00:18:50另外，刚才在聊天室里
00:18:51有人问怎么能参加这个连线，
00:18:52这些可爱的企业主们
00:18:54是在我上次新书发布时
00:18:57买了超级图书大礼包的人。
00:18:58他们现在都在一个名为 School 的社群里，
00:19:00那个社群之前不对外开放，3 月 1 日开启。
00:19:04我会从那个社群里挑选连线对象。
00:19:08那是为年营收百万美元以上的企业主准备的。
00:19:10想了解的话，可以去 [school.com/acq](https://www.google.com/search?q=https://school.com/acq)。
00:19:12可以加入候补名单，3 月 1 日开放。
00:19:16好了，卡拉，怎么了？
00:19:19大人物。
00:19:20“嗨，嗨，Alex。”
00:19:26“我叫安·特隆医生。”
00:19:29“我是一名医生。”
00:19:33“我们专攻两性健康。”
00:19:33“目前我们的营收是 380 万美元。”
00:19:36“希望能达到年营收 1000 万以上。”
00:19:38“阻碍我们的是，”
00:19:41“我用了你的 AI 评估，它说我们”
00:19:43“没有流量问题，因为流量都来自 YouTube。”
00:19:48“这更多是一个客户转化和获取（Acquisition）的问题。”
00:19:53“在几个月前和你聊过之后，”
00:19:58“我们开始加入申请流程。”
00:20:03“我们做了一个申请漏斗，设置了问题”
00:20:07“来筛选符合条件的客户。”
00:20:12“然后通过日历工具，”
00:20:15“安排他们和我们的销售团队面谈。”
00:20:18“结果是，我们最后得到了”
00:20:22“很多不符合条件的申请人，”
00:20:24“我们向他们低价销售（Downsell）补剂”
00:20:27“或者在线指导课程。”
00:20:30“但那些赚的钱”
00:20:32“远不如我们线下的诊疗业务，”
00:20:35“线下业务收费在 1.5 万到 2 万美元之间，”
00:20:43“这才是我们真正想关注的。”
00:20:46“所以问题是：我们在那个”
00:20:48“申请流程中做错了吗？”
00:20:49“我们如何能让更多优质的高端客户”
00:20:53“进入销售面谈环节？”
00:20:56“好的，两件事。”
00:21:02“我们以前的问题是”
00:21:05“销售电话里有太多人不符合条件。”
00:21:08“现在人不够多，怎么解决？”
00:21:14“你是说人不够多？”
00:21:15“所以你增加了门槛（Friction），结果预约的人”
00:21:17“还是不符合条件。”
00:21:20“增加门槛后，优质客户的占比”
00:21:24“是上升了还是下降了？”
00:21:26“噢不，下降了。”
00:21:29“百分比下降了？”
00:21:30“你在流程中增加了门槛，”
00:21:34“结果反而吸引了更多劣质客户？”
00:21:35“是的。”
00:21:38“这完全不合逻辑。”
00:21:39“是啊，我们只是加了筛选条件，比如：”
00:21:41“‘你知道这不在医保范围内吗？’”
00:21:43“‘这是价格，如果你接受不了’”
00:21:45“‘就不再继续。’”
00:21:47“这样就会把他们刷掉。”
00:21:52“这是我们唯一的两个筛选标准。”
00:21:55“仅此而已。”
00:22:00“但那些人被刷掉了，”
00:22:04“所以你不用和他们谈了。”
00:22:06“是的，他们被刷掉了。”
00:22:08“他们看不到预约日历。”
00:22:09“这是好事，对吧？”
00:22:10“这意味着出现在预约名单上的优质客户”
00:22:12“占比提高了，对吧？”
00:22:15“嗯，相比之下……不一定。”
00:22:19“等等，我们在聊同一件事吗？”
00:22:20“不，不，听我说。”
00:22:22“这怎么可能呢？”
00:22:24“如果有 100 个人，”
00:22:32“其中一半不符合条件，”
00:22:34“他们点击了‘不符合条件’的按钮，”
00:22:36“那么进入下一环节的那些人”
00:22:38“就不再是不符合条件的了。”
00:22:40“这意味着占比上升了。”
00:22:41“我想确保我们聊的是现实情况。”
00:22:42“我们的理解一致吗？”
00:22:43“占比（百分比）上升了，不是绝对数量，是百分比。”
00:22:44“对吗？”
00:22:45“我想帮你。”
00:22:47“别让我的工作变难做。”
00:22:48“所以百分比上升了，对吧？”
00:22:51“是的。”
00:22:53“好，百分比上升了。”
00:22:53“所以我们要说的是绝对数量下降了？”
00:22:54“是的。”
00:22:56“太好了，那么对于真正面谈的那些人，”
00:22:58“他们是否比以前更符合条件了？”
00:22:59“嗯，确实，我们的成交率提高了。”
00:23:02“好的，所以质量提高了。”
00:23:04“是的。”
00:23:06“好，我之所以帮你梳理，”
00:23:11“是为了让我们能真正解决输入输出的问题。”
00:23:14“之前是流量太大，我们增加了门槛，”
00:23:16“这提高了成交的质量，”
00:23:19“但也减少了成交的数量，”
00:23:20“这意味着目标达成了。”
00:23:23“接下来的任务是在前端引入更多流量，”
00:23:26“这样我们就能获得更高的绝对高质量成交额，对吧？”
00:23:28“是的，这有道理。”
00:23:29“两个选项。”
00:23:31“你可以同时做。”
00:23:34“选项一，你制作的内容”
00:23:37“需要更好地迎合”
00:23:40“你想要的目标人群。”
00:23:41“我该怎么知道是哪种内容呢？”
00:23:43“我该怎么查？”
00:23:44“第一，现在最简单的方法就是”
00:23:47“给你所有的老客户发邮件，”
00:23:50“提供一些奖品，”
00:23:52“或者是赠送一些东西来吸引他们回复，”
00:23:56“问他们：‘嘿，你是看了哪条内容进来的？’”
00:23:58“或者问哪种类型的内容，这更简单，”
00:24:01“你可以把现有的内容分成四五个大类，”
00:24:03“他们会告诉你是哪一类。”
00:24:05“在销售面谈中，你也可以加个问题：”
00:24:07“‘是哪种类型或哪条视频让你决定来的？’”
00:24:11“因为这会指明方向。 ”
00:24:13“由于你还有线下面谈。”
00:24:15“就像我问那些”
00:24:16“来参加我线下研讨会的人，我会问：”
00:24:18“‘你们喜欢哪种内容？’”
00:24:22“如果我问：‘你们喜欢那些非常坦率、’”
00:24:25“关于心态的视频吗？’”
00:24:28“会有一部分人举手。”
00:24:29“但如果我问：‘你们喜欢那些拆解业务’”
00:24:30“赚钱逻辑的视频吗？’”
00:24:32“全场都会举手。”
00:24:33“而在那个房间里，平均每人的年产值”
00:24:35“是 400 万美元。”
00:24:37“那些视频的播放量比我谈论”
00:24:38“大众心态的视频要低，”
00:24:40“因为受众更精准、更小。”
00:24:41“明白了，我知道该怎么做了。”
00:24:43“第一——”
00:24:45“给客户列表发邮件。”
00:24:46“对，去弄清楚哪种类型的内容”
00:24:49“能转化出质量，而不是数量。”
00:24:50“好的，这是第一件事。”
00:24:52“然后第二件事，你的主要阵地是 YouTube，对吧？”
00:24:59“是的。”
00:25:00“好的，明白了。”
00:25:03“你在 YouTube 上有多少粉丝？”
00:25:08“15 万。”
00:25:10“够多了。”
00:25:12“你跑过 Meta 广告（Facebook/Instagram）吗？”
00:25:13“跑过。”
00:25:15“但申请人的质量不合格，”
00:25:16“所以我们就停掉了。”
00:25:20“我们现在尝试对看过我视频的人”
00:25:25“进行 YouTube 重定向广告，”
00:25:27“结果三天就被谷歌封了。”
00:25:28“是因为涉及两性话题，对吧？”
00:25:32“是的。”
00:25:35“所以，我认为如果你审核一下页面，”
00:25:37“确保符合合规要求，”
00:25:42“然后尝试重新投放，这是个好主意。”
00:25:44“重定向广告是很容易拿下的成果，”
00:25:46“因为这些人已经点击过那里了，”
00:25:49“这只是在推他们进一步进入漏斗。”
00:25:50“但对你来说，真正的突破在于付费广告，”
00:25:52“无论是 Meta 还是 YouTube，或者双管齐下。”
00:25:54“我认为 Meta 广告对你来说更容易攻克，”
00:25:57“虽然你有 YouTube 粉丝，”
00:26:00“但那些人同样也有”
00:26:02“Instagram 和 Facebook 账号。”
00:26:04“我敢打赌，当你之前投放 Meta 广告时，”
00:26:07“是不是还没加入现在的门槛筛选流程？”
00:26:09“是的。”
00:26:11“这就说得通了。”
00:26:13“所以你当时是把流量引入”
00:26:15“一个没有任何筛选门槛的漏斗。”
00:26:16“我们现在修复了销售流程，”
00:26:21“所以那个问题解决了。”
00:26:24“现在我们要解决流量问题。”
00:26:27“我们要通过你制作的内容类型”
00:26:28“来提高流量质量，”
00:26:30“并以此增加流量数量，”
00:26:33“通过在更多地方、更多次地向受众推送——”
00:26:35“也就是在 Meta 和 YouTube 上投放广告。”
00:26:36“让他们进入我们现在这个”
00:26:38“转化率更高的流程。”
00:26:40“好的，所以你觉得投放 Meta 是合适的？”
00:26:42“是的，百分之百。”
00:26:44“我觉得会更容易。”
00:26:46“对于刚开始的人来说，”
00:26:48“Meta 广告更容易上手。”
00:26:50“好的，明白了。”
00:26:52“然后让他们进入同一个漏斗。”
00:26:57“我再告诉你应该用哪种类型的内容。”
00:26:58“你做短视频（Shorts）吗？”
00:27:01“做。好，去找那些‘值得收藏’的，”
00:27:03“而不是‘值得分享’的短视频。”
00:27:04“也就是那些清单类、”
00:27:08“流程类的东西，那些真正传授知识、”
00:27:09“数据表现中等偏上的内容，”
00:27:11“通常就是”
00:27:12“购买意向最高的内容。”
00:27:19“你有 Instagram 吗？”
00:27:21“有的。”
00:27:23“你在上面发 Reels 吗？”
00:27:26“基本就是同步 YouTube 的短视频。”
00:27:29“可以，没问题。”
00:27:31“没问题。”
00:27:32“我也把长视频发到 Instagram 上。”
00:27:34“没关系。”
00:27:36“去复盘一下去年。”
00:27:40“看看哪条视频的收藏/点赞比”
00:27:41“最高，也就是收藏量最多的。”
00:27:42“把排名前 10% 的内容拿来在 Meta 上跑广告，”
00:27:42“然后把流量引向我们刚修复的漏斗。”
00:27:44“另外，客户会打飞的来找你做手术/诊疗吗？”
00:27:47“抱歉，你说什么？”
00:27:50“他们会飞过来找你吗？”
00:27:53“嗯哼。”
00:27:57“太好了，没问题。”
00:28:00“你可以投全国。”
00:28:04“是的，他们来自全国各地。”
00:28:07“太棒了，那就投全国。”
00:28:09“没错，投全国。”
00:28:11“好的。”
00:28:12“太好了。”
00:28:13“是的。”
00:28:18“好了，下一个。”
00:28:21“完美。”
00:28:22“你能搞定的。”
00:28:25“非常感谢。”
00:28:25“客气了。”
00:28:26“回头聊。”
00:28:27“祝好运。”
00:28:28“社群里见。”
00:28:29“好了。”
00:28:32“再见。”
00:28:33“好了。”
00:28:34“继续。”
00:28:35“一往无前。”
00:28:36“一语双关。”
00:28:37“喔，步入正轨。”
00:28:38“步入正轨。”
00:28:42“好了，连线者。”
00:28:46“你的营收是多少？”
00:28:47“轮到我了吗？我是里德。”
00:28:48“再说一遍。”
00:28:53“我是里德，轮到我了吗？”
00:28:54“里德，到你了，伙计。”
00:28:56“报一下营收。”
00:28:57“营收、问题、还有业务。”
00:29:01“好的，我们是一家数据咨询公司，”
00:29:03“销售服务。”
00:29:06“营收大约 50 万美元。”
00:29:08“我想达到 120 万。”
00:29:09“好的。”
00:29:12“最大的问题就是线索、线索、还是线索。”
00:29:16“而且要让他们看懂我们的信息，”
00:29:17“并让他们意识到那是他们正面临的业务难题。”
00:29:19“明白，目前你是怎么获取线索的？”
00:29:22“到目前为止 99% 靠转介绍，”
00:29:23“目前依然 99% 靠转介绍，但我刚开始了”
00:29:26“在 LinkedIn 上做内容。”
00:29:29“在跑 LinkedIn 广告。”
00:29:32“还在尝试做开发冷邮件（Cold Email）。”
00:29:35“还没正式开始，但打算尝试。”
00:29:41“过去 12 年，”
00:29:44“我的公司一直靠转介绍维持。”
00:29:47“我其实从没卖过东西。”
00:29:48“所以我的问题是，关于这种”
00:29:53“信息很难传达的技术性业务，”
00:29:56“获取线索的最佳方式是什么。”
00:29:58“我是说，卖数据服务，”
00:30:00“没人觉得自己需要它。”
00:30:02“现在每个人都觉得他们需要 AI。”
00:30:06“幸运的是，在之前的网络研讨会上，”
00:30:08“有人问过你关于 AI 的问题，”
00:30:10“你说：‘你需要好的架构。’”
00:30:13“你需要数据基础设施。”
00:30:14“我当时心想：没错！”
00:30:16“你是不是当时想：‘我能剪辑这段吗？’”
00:30:19“然后我们说：‘不，你不能。’”
00:30:22（大笑）
00:30:23“是的。”
00:30:24“好，你在卖给什么规模的公司？”
00:30:26“我想做中型企业，大概 500 人规模。”
00:30:27“我以前为——”
00:30:28“那全是大型企业业务。”
00:30:30“全是企业级客户。”
00:30:33“是大型企业，但在那里很难”
00:30:36“真正产生影响。”
00:30:43“有太多的管理成本和麻烦。”
00:30:44“麻烦。”
00:30:45“好的，明白。”
00:30:46“从功能上讲，你所做的事情”
00:30:50“能带来什么样的金钱产出？”
00:30:51“比如我付你钱，我能拿回多少钱，”
00:30:54“又是怎么赚回来的？”
00:30:55“有些是比如我们可以帮你在云端，”
00:30:56“降低云服务成本，所以是降本。”
00:31:00“这可能非常可观，大约”
00:31:01“1 万到几十万美元不等。”
00:31:03“好的。”
00:31:04“你怎么收费？”
00:31:08“周围的系统……再说一遍？”
00:31:10“你怎么收费？”
00:31:15“按小时。”
00:31:18“按小时？”
00:31:19“按小时计费的咨询服务。”
00:31:20“噢，噢，噢，我的天呐。”
00:31:22“咱们让你直接达到 120 万，”
00:31:23“而且不用增加新客户，只需改变计费方式。”
00:31:26“怎么样？”
00:31:26“那我可以接受。”
00:31:27“好的，几件事。”
00:31:32“第一，我认为你在 LinkedIn 上做内容”
00:31:35“是个好主意。”
00:31:37“我觉得你应该谈谈……数据其实没人关心。”
00:31:37“我的意思是，人们确实在意，”
00:31:40“但没人会早上醒来就想：”
00:31:42“‘噢，给我点数据吧。’”
00:31:45“我虽然是这种人，但我是个异类。”
00:31:46“我们要谈论的是数据的益处，对吧？”
00:31:50“我们不想讨论飞行过程。”
00:31:52“我们要讨论的是度假体验。”
00:31:56“我们谈论茂宜岛，而不是我们怎么飞过去。”
00:31:57“安检、托运行李、脱鞋。”
00:32:00“那才是‘数据’。”
00:32:03“我们要讨论的是数据带给我们的结果。”
00:32:04“所以你的内容需要教……”
00:32:05“也就是你应该在内容里”
00:32:07“展示使用了你的服务后”
00:32:09“会发生什么。”
00:32:10“这也是很多内容的出发点：投资回报率（ROI）。”
00:32:11“我正试着推动这一点，”
00:32:13“因为在很长一段时间里，我的目标客户都是技术人员。”
00:32:14“技术人员从来没有购买权限，”
00:32:17“所以根本推不动。”
00:32:21“所以现在我尝试站在更高层面谈论”
00:32:24“投资回报，”
00:32:27“因为很多人做了那么多技术工作，”
00:32:30“却没能为业务提供任何价值，”
00:32:33“因为他们没意识到必须从业务视角看技术。”
00:32:35“这就是为什么我不再找那些（底层技术）人了。”
00:32:36“是的，ROI 内容是首选。”
00:32:38“我认为你应该在内容中加入行动呼吁（CTA），”
00:32:40“以此增加线索，你应该引导人们——”
00:32:44“比如你有免费的小工具或某种评估表吗？”
00:32:47“在网站上，我正尝试做一个‘数据 ROI 会议’，”
00:32:50“这样我可以提供这类信息。”
00:32:52“我给你一个非常诱人的方案。”
00:32:54“我给你一个非常诱人的方案。”
00:32:57“我要你把‘5 次一对一咨询电话’”
00:33:00“作为你的免费引流产品。”
00:33:07“好的。”
00:33:09“这里有个注脚，”
00:33:11“这只针对符合你标准的优质公司。”
00:33:12“好的。”
00:33:14“反正你为了成交高质量线索”
00:33:15“也得打这些电话，但事实是，”
00:33:17“为了拥有一个价值极高的磁铁（Lead Magnet），”
00:33:20“由于很多方案都太依赖于”
00:33:22“他们使用的技术栈和其他繁琐的东西，”
00:33:25“所以我们必须想出一些”
00:33:26“人们能立刻感知到价值的东西。”
00:33:29“所以我们说：‘嘿，我要送出 5 次一对一电话。’”
00:33:31“每个人都明白 5 小时”
00:33:32“或者 5 次 30 分钟的沟通是有价值的。”
00:33:33“哪怕在最基础的体力劳动层面，”
00:33:36“别人也能感知到其中的价值。”
00:33:39“所以我觉得这个 CTA 会非常有效，”
00:33:41“因为它能给你 5 次对话机会。”
00:33:43“你可以拉入多个利益相关者，”
00:33:45“你可以真正进行一次企业级的销售，”
00:33:47“这一切都行得通。”
00:33:49“你只需要在开始时设定好框架，”
00:33:51“就像这样：‘嘿，事先说明，’”
00:33:54“‘我们进行这 5 次通话，’”
00:33:56“‘在第 5 次通话结束时，’”
00:33:58“‘我会说明与我们合作大概是什么样子的。’”
00:34:00“‘在此期间，我只想’”
00:34:01“‘为你提供大量价值。’”
00:34:03“他们会同意的，这很棒，”
00:34:04“这为对话设定了基调，”
00:34:05“这样你就不会打破他们对此的信任感。”
00:34:08“关键的一步是，我们要通过这些电话”
00:34:09“去讨论‘将会发生什么’，”
00:34:10“而不是‘如何做那些事’。”
00:34:11“你能明白其中的区别吗？”
00:34:13“明、明白。”
00:34:14“对，没错。”
00:34:15“我们要描绘愿景，而不是解释技术逻辑。”
00:34:17“这就是重塑观念的方法。”
00:34:18“这就是让人们对即将发生的事情感到兴奋的方法。”
00:34:20“一旦你开始进入‘我们要点击这里’，”
00:34:23“他们就走神了，根本不在乎了，对吧？”
00:34:25“所以第一点——”
00:34:28“噢，我的 LinkedIn 广告里就有这种情况。”
00:34:29“是的，所以第一，ROI 内容。”
00:34:31“CTA 是 5 次一对一通话。”
00:34:32“注脚：仅限符合资格的人。”
00:34:33“第二件事是，你的报价方案”
00:34:37“需要围绕 ROI 展开，”
00:34:38“而且你需要使用一种叫做‘计算器成交法’的技术。”
00:34:40“计算器成交法基本是说：”
00:34:43“‘这是你目前正在做的一切，’”
00:34:44“也就是你在那 5 次面谈结束时可以做的：”
00:34:45“‘根据我所做的完整评估，’”
00:34:48“‘这些是你目前正在亏钱的地方，’”
00:34:50“‘或者你可以提高效率的地方。’”
00:34:52“‘这是我预期你能赚到的。’”
00:34:55“你把它们加在一起说：‘比如，’”
00:34:56“‘节省了 20 万美元，或者说’”
00:34:58“‘在效率和效果上的提升，随便什么，对吧？’”
00:35:00“‘所以是 20 万美元。’当你做任何”
00:35:02“以结果为导向的服务时，你收取的最高限额是 30%。”
00:35:04“所以如果你说：‘嘿，我要帮你省 20 万，’”
00:35:06“‘我收你节省金额的 30%，也就是 6 万。’”
00:35:07“这样你就是为成果买单，而不是为小时买单。”
00:35:09“好的。”
00:35:10“这会打破瓶颈，”
00:35:13“这正是能让你真正……”
00:35:16“我的意思是，单靠这一招，你的收入就可能翻三四倍，”
00:35:18“哪怕不考虑 ROI 内容的因素。”
00:35:21“这就是我建议的下两步。”
00:35:25“好的，谢谢。”
00:35:28“不客气，谢谢你，伙计。”
00:35:30“祝贺你生意兴隆。”
00:35:35“这对我非常、非常、非常有帮助。”
00:35:37“非常感谢。”“不，客气了。”
00:35:37“感谢你成为社群的一员。”
00:35:38“好了，雷哈德·范登伯格。”
00:35:41“范登伯格，这名字真好听。”
00:35:44“那段时间我得付多少钱？”
00:35:46“如果你是符合条件的优质客户，就是免费的。”
00:35:50“乔尔，老天，40，36。”
00:35:51“我喜欢这种节奏。”
00:35:53“5 次一对一通话是不是太多了？”
00:35:56“如果你根本没有线索，那还谈什么呢？”
00:35:57“如果你忙到了：”
00:35:58“‘噢我的天，我没时间打这 5 个电话，’”
00:35:59“猜猜怎么着，说明我们他妈的已经解决了线索问题。”
00:36:05“好了。”
00:36:07“有人上麦了。”
00:36:09“作为一个没有资本的艺术家，如何成为高端房地产开发商？你好？”
00:36:13“嗨。”“嘿。”
00:36:15“报一下营收、业务和问题。”
00:36:19“咱们开始。”
00:36:20“我可以告诉你这些。”
00:36:23“我是教手工爱好者的。”
00:36:25“主要是 45 岁以上的女性。”
00:36:27“你教人做手工？”
00:36:29“给她们自己做的。”
00:36:31“手工者制作贴纸，贴纸。”
00:36:35“好的，喜欢这个。这太棒了。”
00:36:37“好的。”
00:36:39“她们做贴纸给自己用，”
00:36:43“或者送家人，或者拿去卖。”
00:36:46“好的。”
00:36:47“所以我的业务规模是，”
00:36:49“去年做到了七位数以上。”
00:36:50“为你感到高兴。”
00:36:53“而且都是低价产品。”
00:36:54“为你感到高兴。”
00:36:55“谢谢。”
00:36:59“好的，所以你赚了 100 多万。”
00:37:00“好的。”
00:37:02“是的。”
00:37:02“太棒了。”
00:37:04“我的产品价格在 7 美元到 270 美元之间。”
00:37:05“好的。”
00:37:06“我主要的持续性收入是会员制。”
00:37:07“主要是每月 27 美元或每年 270 美元的会员费。”
00:37:09“好的。”
00:37:10“我真的很想达到年营收 300 万美元，”
00:37:11“但我的瓶颈，我认为，是 30 天现金流。”
00:37:12“在主要的广告投放会员漏斗里，”
00:37:13“前 30 天，每位新成员平均能给我带来 60 美元现金。”
00:37:15“好的。”
00:37:16“但根据我最近几次产品发布的数据，”
00:37:17“通过 Meta 广告获客，成本可能在 90 美元”
00:37:18“左右。”
00:37:21“所以我觉得我无法在盈利的情况下扩大规模。”
00:37:22“流失率是多少？长期价值（LTV）是多少？”
00:37:25“流失率是多少？长期价值是多少？”
00:37:30“流失率是 93%（应指留存率或月流失 7%），长期价值略有波动，”
00:37:31“取决于发布活动，但大概在 300 美元左右。”
00:37:34“等等。”
00:37:38“27 美元除以 7%（流失率），对吧？”
00:37:42“好的，所以 385 美元才是真正的长期价值。”
00:37:46“好的，这没问题。”
00:37:47“宏观来看，咱们明确一点。”
00:37:50“你花了 90 美元，赚回了 385 美元，对吧？”
00:37:51“嗯，385 美元是所有成员的平均值，”
00:37:53“我还没专门计算过”
00:37:57“广告投放漏斗的具体长期价值。”
00:37:59“好的。”
00:38:02“你在用 School 平台吗？”
00:38:06“这个会员项目不在 School 上，”
00:38:09“但我有一个较小的会员项目在 School 上。”
00:38:12“好的，因为在 School 上，它可以按同类群组（Cohort）分析，”
00:38:16“你可以看到每个月的群组数据，”
00:38:20“这样你就能看到发布活动当月的群组”
00:38:22“并追踪其流失率。”
00:38:25“是的，我需要开始追踪这些。”
00:38:30“我可以自己算，只是还没动手。”
00:38:35“是啊，那是……我的意思是，”
00:38:36“我们为了在 School 上实现这个功能花了一大笔钱。”
00:38:38“扯远了，这不是 School 的广告。”
00:38:40“好，你目前的现金回收是 60 美元。”
00:38:43“成本是 90 美元。”
00:38:47“你不确定具体的长期价值，”
00:38:50“但你觉得卖 300 美元挺稳的。”
00:38:51“是的，没错。——这公平吗？”
00:38:53“好的，明白了。”
00:38:54“问题在于你需要”
00:38:56“两个月才能回本，而不是一个月。”
00:38:59“根据我的计算，”
00:39:01“虽然我可能没掌握所有数据，”
00:39:02“但回本时间比两个月更长。”
00:39:04“好的，是的，我听你的。”
00:39:06“是的，感觉是这样，因为我可以接受”
00:39:10“先期投入并在广告上承受亏损”
00:39:11“来换取后续的现金回收，”
00:39:12“但就我目前的工作情况来看，”
00:39:14“回本周期大概更接近六个月。”
00:39:17“好的，明白了。”
00:39:18“当你提供优惠”
00:39:20“并跑广告漏斗时，”
00:39:23“是引导到网络研讨会还是五天的活动？”
00:39:27“引导到什么上面？”
00:39:30“是的，五天……三、四、五天的活动。”
00:39:32“我现在就在做一个。”
00:39:34“没关系，好的。”
00:39:36“那是付费活动，是的。”
00:39:39“好的，你在活动中卖的产品方案是什么？”
00:39:41“价格是多少？”
00:39:42“付费活动是 10 美元，”
00:39:44“然后主推的是每月 27 美元或每年 270 美元。”
00:39:45“然后我会尝试加入”
00:39:47“不同的加价购（Upsells）”
00:39:48“来提高客单价。”
00:39:50“好的，那么选择”
00:39:51“年付预缴和月付 27 美元的比例是多少？”
00:39:54“大概只有 10% 的人选年付。”
00:39:56“是的，因为如果某人在这两者之间选，”
00:39:57“而你只给他们打了 16% 的折（少付两个月），”
00:40:00“那么你给年付 270 美元的加了什么赠品？”
00:40:03“还是说它和月付的赠品完全一样，只是打了折？”
00:40:06“之前我会在活动的每一天”
00:40:07“都提供入会赠品，”
00:40:11“但我并没有限定只有年付会员才能领，”
00:40:14“我觉得我在这儿漏掉了一招，”
00:40:15“我也在考虑，”
00:40:18“因为我现在就在发布期，”
00:40:20“我现在就可以加入一个年付会员专属赠品，”
00:40:24“甚至让老会员也来升级。”
00:40:26“否则，除了省两个月钱，”
00:40:29“他们得不到任何额外的好处。”
00:40:32“老实说，我觉得你可以通过”
00:40:34“两步非常简单地解决这个问题，准备好了吗？”
00:40:35“好的。”
00:40:38“第一，当你做一个为期五天的销售活动时，”
00:40:39“你必须主推那个贵的产品。”
00:40:41“好的。”
00:40:44“你的恐惧是：我想卖这个月订阅产品，”
00:40:44“因为我不想漏掉任何一个人。”
00:40:46“但现实是，如果你有五天时间和大家在一起，”
00:40:49“面对你这类 C 端受众，”
00:40:51“300 到 600 美元是普通人的冲动消费区间。”
00:40:55“对于 C 端消费者来说。”
00:40:56“300 是低门槛，600 是高门槛。”
00:40:59“这就是你的定价范围。”
00:41:01“你甚至可以再往上提一点，”
00:41:02“你可能还是会——”
00:41:05“在五六百美元的价位赚到更多钱。”
00:41:07“我敢打赌。”
00:41:09“如果你想玩大的话。”
00:41:12“但我告诉你，你会赚更多的。”
00:41:14“但你首先必须主推年付，明白吗？”
00:41:16“好的。”
00:41:18“我要你准备”
00:41:21“一到两个很有分量的赠品，”
00:41:22“必须是年付会员专属的，好吗？”
00:41:27“好的。”
00:41:28“当活动结束后，”
00:41:29“你要做的是进行”
00:41:30“扫尾营销（Scoop Up Campaign）。”
00:41:31“一共五天。”
00:41:34“你要对所有看过广告的人进行再次投放，”
00:41:35“直接引向每月 27 美元的购买页面。”
00:41:36“就是每月 27 美元那个。”
00:41:38“然后把那些赠品撤掉。”
00:41:39“好的。”
00:41:40“就是这样。”
00:41:43“这能解决你的现金流问题。”
00:41:46“我喜欢这个计划。”
00:41:47“你想试试吗？你能做到吗？”
00:41:50“能。”
00:41:51“我喜欢这个计划。”
00:41:52“这是我以前没怎么尝试过的。”
00:41:53“我之前试过几次提高价格，”
00:41:56“但甚至没到你说的 300 到 600 的区间。”
00:41:58“是的。”
00:42:00“但我感觉到了，因为我没有提供”
00:42:02“足够大的赠品礼包。”
00:42:07“那确实没起到作用。”
00:42:07“所以我绝对能做到这点。”
00:42:10“我为你感到高兴。”
00:42:12“再给你支个小招。”
00:42:13“你还可以在这里面加入一种”
00:42:14“实物产品溢价。”
00:42:15“有什么配套工具包吗？”
00:42:18“这次活动来不及了，但下次可以。”
00:42:20“有没有什么实物的东西”
00:42:24“你可以寄给她们？”
00:42:25“比如纸张、打印机之类的东西？”
00:42:26“实物方面有太多的东西”
00:42:27“我可以整合在一起了。”
00:42:29“太多了。”
00:42:31“但我对这方面毫无头绪。”
00:42:33“也许在 Vantage 是个请教的好地方，”
00:42:36“因为我知道这在创意领域”
00:42:38“我朋友那里效果非常好。”
00:42:40“所以我肯定能做。 ”
00:42:42“我只是不知道该从哪儿下手。”
00:42:44“那我会这么说。”
00:42:46“如果我是你，我最终会做的”
00:42:47“是连打印机和纸一起卖给她们。”
00:42:51“你这次确实来不及了，”
00:42:55“因为你还有两天就要开始推销了。”
00:42:57“所以先按我刚才说的做，”
00:42:58“主推年付并加赠品。”
00:43:00“但如果你加入一件实物产品，”
00:43:03“让你的推销变得触手可及，转化率会大幅提升。”
00:43:07“因为问题在于，人们需要……”
00:43:09“你听过这句话吗？‘人们需要一个购买理由，’”
00:43:09“‘但实际是在找借口。’”
00:43:11“这里的逻辑是，这些女士——”
00:43:13“我假设她们是 45 岁以上的女性，”
00:43:16“她们很想买，对吧？”
00:43:16“她们有理由，但她们需要一个借口。”
00:43:18“能让这笔支出合理化的借口，”
00:43:19“能让她们理直气壮跟丈夫或配偶交代的借口，”
00:43:20“就是：‘嘿，但我得到了这个实物，’”
00:43:23“‘我要用它来赚钱，’或者类似——”
00:43:27“她们得到了实体的东西，而不仅仅是一个登录账号。”
00:43:29“所以，消费者的购买意愿”
00:43:30“会因为有实物而大幅增加。”
00:43:32“我觉得如果你包含了实物，”
00:43:35“你甚至能把客单价推到 1000 美元。”
00:43:36“是的。”
00:43:39“我现在的脑袋都在飞速旋转了。”
00:43:42“有太多不同的实物”
00:43:43“我可以组合在一起了。”
00:43:47“哪怕先从一个能摸得到的东西开始，”
00:43:49“那种……是的，我以前从没考虑过这一点。”
00:43:51“咱们分步走，我不希望你现在压力太大。”
00:43:53“第一步，加入年付方案，并让它成为唯一的选项。”
00:43:56“我再说清楚点。”
00:43:58“主推阶段唯一的选项就是年付加赠品。”
00:43:59“然后关闭购物车。”
00:44:00“关闭购物车后，你再做一次扫尾活动。”
00:44:02“那就是每月 27 美元的方案，”
00:44:06“但不包含刚才那两个核心赠品。”
00:44:07“好的，所以下次发布只推年付。”
00:44:09“是的。”
00:44:11“然后在发布结束后，”
00:44:13“再提供月付选项，但不带任何赠品。”
00:44:16“基本上就是做两次关车动作。”
00:44:18“第一次关车，然后做第二次关车。”
00:44:21“是的，是的。”
00:44:22“好吗？”
00:44:25“好的。”
00:44:26“假设有三个赠品。”
00:44:29“你撤掉两个。”
00:44:30“月付 27 美元的只留一个。”
00:44:32“这样能让你对第二次关车进行催单，”
00:44:36“然后进入平时的日常销售模式，”
00:44:37“那就连那三个赠品都没有了。”
00:44:39“是的。”
00:44:42“明白。”
00:44:44“好的，那如果有人问有没有月付，”
00:44:46“因为肯定会有人问，我是直接拒绝吗？”
00:44:47“我会说：我们是有月付选项的，”
00:44:48“但你就拿不到我刚才花了那么多时间”
00:44:48“介绍的这些赠品了，”
00:44:50“他们就会想：见鬼。”
00:44:50“我喜欢这种做法，太有趣了。”
00:44:52“就是这样。”
00:44:53“是的，我真的很想保持公开透明，是的。”
00:44:56“当然，别撒谎，”
00:44:57“但你可以让购买那个你不希望他们买的东西”
00:44:59“变得不那么顺便。”
00:45:00“是的，是的。”
00:45:01“明白吗？”
00:45:05“我觉得这很有帮助。”
00:45:08“太棒了。”
00:45:10“非常感谢。”
00:45:12“客气了。”
00:45:12“回头聊，社群里见。”
00:45:13“拜。”
00:45:14“好。”
00:45:16“干杯，拜。”
00:45:17“干杯。”
00:45:18“干杯。”
00:45:21“强尼，喜欢那个吗？”
00:45:22“干杯。”
00:45:23“这是你那边的人。”
00:45:24“我知道。”
00:45:24“你们肯定在想：怎么这个中国面孔”
00:45:25“有澳大利亚背景？”
00:45:26“嗯，因为他是在澳大利亚长大的，很奇妙吧。”
00:45:27“好的。”
00:45:28“这是非常棒的建议。”
00:45:29“谢谢，海莉，很感激。”
00:45:30“伊齐，怎么了？”
00:45:31“聊天室里居然有两个女性，天呐。”
00:45:32“今天真是个好日子。”
00:45:33“我可是有着 87% 男性受众的人。”
00:45:34“伊齐，我很感激你们。”
00:45:35“我们正在做出改变，我们做到了。”
00:45:36“我们做到了，伙计们。”
00:45:38“好了，还有谁？”
00:45:39“上麦了吗？”
00:45:42“好了。”
00:45:45“嗨，Alex。”
00:45:48“咱们开始吧，宝贝。”
00:45:49“嗨，莎拉。”
00:45:50“莎拉？”
00:45:52“嗨，是的。”
00:45:55“好的，嗨，莎拉。”
00:45:56“我向超高净值家庭和家族办公室销售”
00:46:00“室内设计和康养咨询服务。”
00:46:02“好的，喜欢这个。”
00:46:03“我就是那种人。”
00:46:05“是的。”
00:46:07“我是你的目标人群（Avatar）。”
00:46:07“没错，你就是我的目标人群。”
00:46:08“是的。”
00:46:09“好，营收多少？”
00:46:10“实际上像安东尼·罗宾那样的人。”
00:46:11“营收多少？”
00:46:13“目前是 160 万。”
00:46:13“好的。”
00:46:17“我希望明年年底达到 1000 万，”
00:46:20“并在未来 10 年内将规模扩大到 2.5 亿。”
00:46:22“好的，咱们开始。”
00:46:23“问题是什么？”
00:46:25“这有点像范·韦斯特多普的价格问题，”
00:46:26“我正在构建这个阶梯（Ladder），”
00:46:27“我对定价结构有个疑问。”
00:46:29“基本上，你或托尼·罗宾斯会买这个阶梯上的服务吗？”
00:46:30“好的。”
00:46:31“这是我目前的瓶颈。”
00:46:32“我想在扩大规模之前先把它建好。”
00:46:36“好的。”
00:46:37“我有三个层级。”
00:46:41“第一层是最低的，”
00:46:45“翻新或新建房屋每平方英尺收费 80 美元。”
00:46:46“这包括所有的施工选择、”
00:46:47“图纸、家具布局和选样。”
00:46:52“我们融入了大约 12 层不同的康养理念，”
00:46:54“并与建筑商和建筑师协作。”
00:46:56“这就是第一层，每平方英尺 80 美元。”
00:47:01“我们的卖点是把他们的家”
00:47:01“变成一个康养圣地，”
00:47:03“这样他们就不必专门跑出去参加康养静修。”
00:47:04“好的。”
00:47:05“第二层是涵盖他们整个房地产组合的”
00:47:07“7 到 10 年长期承诺。”
00:47:11“收费是每平方英尺 100 美元，”
00:47:15“因为除了第一层包含的所有内容，”
00:47:16“我们还增加了跨住宅的统筹策略，”
00:47:20“以及工期排序计划。”
00:47:23“在这段时期内，费率是锁定的。”
00:47:28“我们还会做房产评估”
00:47:30“以确保每处房产的所有功能”
00:47:33“都保持一致。”
00:47:36“最后一层，第三层，”
00:47:37“包含了前两层的所有服务，”
00:47:41“外加他们整个生态系统的咨询。”
00:47:42“我们还顾问他们的游艇、飞机、办公室，”
00:47:46“他们还能获得定制的年度体验。”
00:47:49“比如我们会飞到意大利帮他们的”
00:47:51“台面选石材。”
00:47:53“或者在维也纳面见艺术家之类的。”
00:47:58“他们拥有优先权，有 15 年的规划蓝图，”
00:48:02“还有年度委员会评估，”
00:48:04“比如他们家里添了宝宝，或者有人受伤了，”
00:48:06“我们会向委员会提交建议方案。”
00:48:08“他们享有最高优先权。”
00:48:10“价格是多少？”
00:48:12“那一层同样是每平方英尺 100 美元，”
00:48:15“但每年还有 20 万美元的管理咨询费（Retainer）。”
00:48:17“好的。”
00:48:21“你卖出过这种服务吗？”
00:48:25“没有。简而言之，”
00:48:28“最高的那两层，第二层和第三层，是我们新加的。”
00:48:29“第一层我们已经做了 20 年了。”
00:48:32“所以我才想，我不知道。”
00:48:36“我已经用 AI 跑过 50 种不同的方案了。”
00:48:38“我就是不知道该怎么建这个阶梯。”
00:48:42“是的。”
00:48:47“唔。”
00:48:49“其实我不确定这种阶梯式定价”
00:48:51“是否适合你现在的业务。”
00:48:55“好的。”
00:49:00“因为当你跟我介绍这三层时，”
00:49:02“第一层听起来很合理，”
00:49:04“另外两层我就听得有点皱眉头了。”
00:49:07“好的。”
00:49:11“因为从根本上说，假设你做了第一层，”
00:49:14“然后我说：‘嘿，能顺便帮我弄下我的游艇吗？’”
00:49:20“你可能会说：‘好啊，没问题，对吧？’”
00:49:24“那可能就还是按第一层的标准来。”
00:49:26“如果要让阶梯定价真正发挥作用，”
00:49:27“高层级的价格应该是低层级的五倍左右。”
00:49:30“而只是涨个 20% 的话，”
00:49:36“差异化太小了。”
00:49:38“能明白吗？”
00:49:40“能。”
00:49:43“而且对我来说，10 年、15 年的承诺”
00:49:44“听起来非常沉重。”
00:49:47“好的。”
00:49:49“我认为世界上最富有的人”
00:49:51“想要的是灵活性。”
00:49:53“我们想要的是选择权，想要的是速度。”
00:49:54“我们想确保事情非常简单，”
00:49:56“而且当我付了钱，我就不想再折腾了。”
00:49:58“因为如果还要折腾，我会讨厌你。”
00:50:00“对。”
00:50:03“对，所以我们的目标是，”
00:50:05“我想为这些家庭服务几代人。”
00:50:07“我想打理他们所有的房产。”
00:50:08“所以，与其让他们在西班牙、”
00:50:10“迪拜和纽约分别找设计师，不如由我全权负责。”
00:50:12“那么我认为你应该这样做。”
00:50:14“我其实认为你的年度服务费（Retainer）应该是象征性的。”
00:50:15“在这个大项目里应该小到可以忽略不计。”
00:50:15“理由我来解释一下。”
00:50:18“我们在家庭服务行业经常这么干。”
00:50:20“做法是这样的：”
00:50:23“如果我卖给你一个 10 万美元的东西，对吧？”
00:50:23“我会说：‘嘿，我们有个每年 500 美元的维护计划。’”
00:50:25“再说一遍，这只是项目总额的一个零头。”
00:50:28“这是因为你根本不在乎这点钱。”
00:50:31“它应该被定位为一种保险。”
00:50:33“‘我每年会过来转转，’”
00:50:35“‘只是为了确保一切都在按预期运行。’”
00:50:38“诸如此类的，对吧？”
00:50:40“这其实就是大多数人已经在做的事情。”
00:50:42“它的作用是给了你一个借口”
00:50:46“让你每年都能和他们见上一面。”
00:50:49“而只要你走进一个富豪的家里，”
00:50:51“并且你是一个已经获得信任的服务商，”
00:50:53“他们总会有活儿交给你干。”
00:50:55“好的。”
00:50:58“所以对我来说，你可能需要更多的持续性业务（Continuity），”
00:51:02“或者说想要更多持续性，我猜在你的业务里是这样。”
00:51:07“是的，但我希望能在一个更深、”
00:51:09“更完整的层面上帮助人们，就像是一个房产领域的”
00:51:11“兼职董事会顾问。”
00:51:12“我们不取代他们的管家或地产经理。”
00:51:14“我们是他们的合作伙伴。”
00:51:16“是的，我明白。”
00:51:18“我担心的是，这会让我觉得很不安，”
00:51:20“我不希望只是在做：”
00:51:21“‘噢，你能帮我们翻新下浴室吗？’”
00:51:23“‘或者重弄下厨房，这种小的翻新项目？’”
00:51:24“我想做的是整个家。”
00:51:27“我认为这完全取决于”
00:51:27“你所交流的那些富豪到底有多有钱。”
00:51:30（笑）
00:51:32“你明白我的意思吗？”
00:51:38“虽然你可能讨厌听到这个，”
00:51:41“但小活儿才能引出大活儿。”
00:51:43“是的。”
00:51:46“明白吗？”
00:51:48“我确实讨厌听到这个。”
00:51:49“是的，但关键是这并不代表”
00:51:51“这些小活儿利润低，对吧？”
00:51:55“如果你把它看作：”
00:51:58“‘这是我在维护客户关系，’”
00:52:02“‘这样在三年或者一年内，’”
00:52:04“因为事实上富豪们买房、”
00:52:06“买游艇、买飞机是非常频繁的，对吧？”
00:52:10“基本上他们每年或每隔一年都会买点什么。”
00:52:11“如果今年是淡年，你依然能赚到钱，”
00:52:13“维护了关系，保持了品牌存在感。”
00:52:16“当我过去的时候，我会问：”
00:52:19“‘嘿，你们还在筹划收购什么吗？’”
00:52:21“‘有哪些是我们现在需要关注的？’”
00:52:22“然后你可以针对那个去定价。”
00:52:23“因为从根本上说，你的定价已经根据”
00:52:24“项目的规模自动调节了，对吧？”
00:52:26“所以你可以分别设置游艇价、”
00:52:27“飞机价和住宅价。”
00:52:29“这对我来说比弄这些层级更有意义。”
00:52:30“然后把维护计划编织进去，”
00:52:31“你别叫它维护，爱叫什么叫什么。”
00:52:32“‘我每年会来一次，’”
00:52:34“‘我会确保你的东西都没出问题。’”
00:52:36“但当我人在那儿的时候，”
00:52:38“我会问你还有什么其他的打算，”
00:52:40“然后我再卖给你更多东西。”
00:52:43“嗯哼。”
00:52:45“好的，所以这更像是：这是我的核心产品，”
00:52:48“然后我附带一个持续服务计划，”
00:52:49“也就是年度顾问服务，好的。”
00:52:51“然后我可以想出一些非常棒的包含内容”
00:52:53“放进那个服务里。”
00:52:54“你觉得核心产品收费每平方英尺 80 美元，”
00:52:56“考虑到我们通常做的是 1 万平方英尺的豪宅，对吧？”
00:52:57“我已经在脑子里算好账了。”
00:53:02“我想，好吧，也就是 80 万美元。”
00:53:04“有趣的是，当你提到每英尺 80 美元时，”
00:53:07“我把它写了下来，当时想的是：”
00:53:08“我要告诉她的第一件事就是”
00:53:09“这个数字对我来说没有任何意义。”
00:53:11“是的。”
00:53:12“我的意思是，比如，”
00:53:13“我不知道每英尺 80 美元算多还是算少。”
00:53:15“可能性是，大多数客户，尤其是新客户，”
00:53:16“他们要么是因为转介绍才只买你的服务，对吧？”
00:53:20“要么他们是在货比三家，”
00:53:25“而到头来，如果你表现得更专业、更靠谱、”
00:53:28“更有品位、审美更好，你就能赢下这单。”
00:53:31“对。”
00:53:32“因为他们来找你不是”
00:53:37“为了省钱。”
00:53:41“他们来找你是为了得到最顶尖的东西。”
00:53:42“对，而且我们通过主打‘康养咨询’，”
00:53:44“已经让自己去同质化了，”
00:53:46“这让我们的定位成了目前世界上”
00:53:48“唯一能在康养和室内设计”
00:53:49“两个维度都达到这种水平的服务。”
00:53:51“所以我们不是大路货，”
00:53:53“他们没法真的拿我们去跟别人横向比价。”
00:53:54“当然。”
00:53:55“所以这已经帮我们敲开了很多大门，”
00:53:59“包括洛克菲勒家族办公室，”
00:54:03“但我就是想把定价定准。”
00:54:05“所以你是说，如果我告诉一个家族办公室，”
00:54:07“比如他们的首席执行官——”
00:54:11“如果你说是每英尺 100 美元或 80 美元，我真没概念。”
00:54:15“他们只会算一下总数，”
00:54:16“看看最后总共要花多少钱。”
00:54:18“你明白吗？”
00:54:19“就是……随便是多少。”
00:54:20“但你觉得给他们那个（每平方英尺单价）公式没问题吗？”
00:54:23“可以，没问题。”
00:54:25“他们也只会算总数。”
00:54:27“所以这并不……你可以把它作为内部参考，”
00:54:31“然后直接给他们报个项目总价。”
00:54:34“好吧，是的，是的。”
00:54:37“我想给他们点参考，”
00:54:38“这样当他们跟我面谈时，”
00:54:41“不至于完全被吓到。”
00:54:41“比如我想设定一个预期：”
00:54:43“我们服务的房产价值起码在 2000 万美元以上。”
00:54:45“我认为如果你能提前设定好这个，”
00:54:49“再说一遍，我不觉得每英尺 80 美元能起到这种作用，”
00:54:52“但如果你从一开始就设定好预期：”
00:54:54“‘我们只服务超高净值人士’”
00:54:56“‘和家族办公室，’”
00:54:58“‘且标的物起码是 2000 万美元以上的豪宅，’”
00:54:59“他们已经能预见到”
00:55:00“你的收费起码是 10 万美元起步了，对吧？”
00:55:02“是的。——对。”
00:55:05“是的。”
00:55:06“所以我不会搞这种层级阶梯。”
00:55:07“我可能会……”
00:55:10“我甚至根本不在乎这种阶梯。”
00:55:12“你就根据具体工作来定价，”
00:55:16“因为你本来做的就是极其个性化的定制（Bespoke）。”
00:55:18“你做的是高端定制。”
00:55:21“所以我觉得关键点在于：”
00:55:23“只要你能拿得下来的价格，尽管开口。”
00:55:25“很多人……只要你是谈话桌上唯一的人选，”
00:55:30“只要你能精准给到他们想要的，”
00:55:34“他们就会爱死你，再加入持续服务计划，”
00:55:37“这样你就能年复一年从他们身上获得业务，”
00:55:39“业务就会不断叠加。”
00:55:41“好的，好的。”
00:55:42“好吧，那我就定每平方英尺 100 美元，”
00:55:44“再加上持续服务计划，并想出”
00:55:45“一些很棒的配套功能。”
00:55:47“100 是个很好、很简单的数字，对吧？”
00:55:49“心算起来非常容易。”
00:55:50“是的，超级简单，心里一算就出来了。”
00:55:53“我喜欢那个。”
00:55:54“好的，太棒了，非常感谢，Alex。”
00:55:56“我三月份会去 L1，所以我们很快会见面的。”
00:55:57“好的，不见不散，为你感到高兴。”
00:55:59“为你感到高兴，保重。”
00:56:00“好的。”
00:56:01“好了，继续？”
00:56:03“咱们继续干吧，宝贝。”
00:56:06“谢谢你的参与，我会”
00:56:07“认真考虑你的建议。”
00:56:09“客气了。”
00:56:10“喂？”
00:56:12“Alex。”
00:56:14“咱们开始吧。”
00:56:17“怎么了，伙计？”
00:56:18“我是帕特。”
00:56:20“没事，在这儿待着呢。”
00:56:22（笑）
00:56:23“正跟我 1500 个最亲密的朋友聊天呢。”
00:56:25“好了，来报一下营收、业务、问题。”
00:56:26“乒，乓，砰。”
00:56:28“好的，太棒了。”
00:56:31“我们八月份见过面，聊过一次。”
00:56:32“那时候我的营收是 2 万美元。”
00:56:34“这个月，我能做到 7.1 万美元。”
00:56:36“半年翻了三倍半，我接受这个结果。”
00:56:39“是的，还不算太坏。”
00:56:41“是的，我们现在的平均水平是，”
00:56:44“每个月大概 4.5 万美元。”
00:56:46“我现在面临的挑战”
00:56:46“是我一个人包揽了所有事情。”
00:56:47“我是核心的——”——“你是做什么的？”
00:56:50“我们帮助金融咨询公司”
00:56:51“通过获客来实现规模扩张。”
00:56:53“Meta 广告是核心交付物。”
00:56:54“金融咨询类代运营/咨询公司。”
00:56:55“没错。”
00:56:56“好的，明白了。”
00:56:59“问题是什么？”
00:57:03“我是核心的单点故障源。”
00:57:04“我没有针对营销、销售或交付的”
00:57:05“系统或流程。”
00:57:08“所以我现在正在梳理交付流程，”
00:57:10“我正试图弄清楚如何能更快完成这个过程，”
00:57:12“这样我就能赚更多的钱。”
00:57:18“是的，喜欢这个。”
00:57:20“现在，如果我们要把业务量翻倍，”
00:57:24“比如你现在能轻松获客吗？”
00:57:26“能。”
00:57:27“好的，所以获客不是问题。”
00:57:30“问题在于为客户提供服务。”
00:57:35“是的，虽然目前我还没流失过客户，”
00:57:37“但如果现在规模翻倍，”
00:57:39“我肯定，肯定会开始无法”
00:57:41“保质保量服务客户，然后客户就会加速流失。”
00:57:43“明白了。”
00:57:45“我的想法是，第一步”
00:57:46“你需要根据‘工作流’而不是‘职位’来思考。”
00:57:47“比如，为了让业务运转起来，”
00:57:51“为了交付价值，必须发生哪些环节？”
00:57:54“现在的客户，”
00:57:58“可能需要某种和你沟通的频率。”
00:58:01“可能有一些你……”
00:58:04“比如需要个性化的部分。”
00:58:06“可能需要某种客户管理工作。”
00:58:08“可能需要代表他们生成”
00:58:12“某种素材或创意内容。”
00:58:14“可能还需要一些网站相关工作。”
00:58:15“你会帮他们处理线索吗？”
00:58:17“我猜会的。”
00:58:19“会。典型的做法。”
00:58:22“目前你有多少员工？”
00:58:24“一共六个，除了我还有五个。”
00:58:26“好的。”
00:58:30“那你现在的时间都花在做什么上了？”
00:58:30“现在是在构建制作”
00:58:33“所有素材的流程。”
00:58:35“比如视频销售信（VSL）、培育系列邮件，”
00:58:40“还有就是见客户，”
00:58:41“和他们一起制定策略。”
00:58:43“比如他们的业务应该如何定位。”
00:58:45“明白了。”
00:58:47“我想说，关于 VSL 那些事，”
00:58:48“现在很大一部分都可以用 AI 解决了，对吧？”
00:58:50“基本上绝大多数素材创作”
00:58:52“已经变得极其同质化（廉价）了。”
00:58:54“它会是顶级的吗？”
00:58:57“不，但你每次都能在几秒钟内得到 80 分的作品，”
00:58:59“对吧？”
00:59:01“没错。”
00:59:02“所以你要建立这些工作流，”
00:59:04“当新客户进来时，”
00:59:05“就应该触发一个自动生成 VSL、”
00:59:06“生成广告、生成素材、生成文案、”
00:59:07“对接 Meta 平台、上线、”
00:59:11“生成销售漏斗的流程，这样就能快速搭建完成。”
00:59:16“这样唯一需要真正做的”
00:59:17“就是他们确认方向，”
00:59:19“然后你开启投放，对吧？”
00:59:24“再绑定一张支付卡。”
00:59:25“是的。”
00:59:30“好的，所以你现在只需要把这个建好。”
00:59:31“好的，那你每天花多少小时在建设这套流程上？”
00:59:33“现在，几乎占据了我所有时间。”
00:59:37“除了见客户或处理服务、”
00:59:38“回复消息，现在全是在搞这个。”
00:59:41“那完成这些流程搭建还需要多久？”
00:59:45“我觉得大概还需要两周，撑死了。”
00:59:47“好的。”
00:59:50“然后——”
00:59:51“那我们来处理下一个问题，”
00:59:52“因为如果你问我一个再过两周”
00:59:54“就能解决的问题，那我们就得往后看一步。”
00:59:54“好的。”
00:59:57“所以——”
00:59:59“对，我也正想说，”
01:00:01“我觉得接下来的——”
01:00:04“对，你继续。”
01:00:06“对，接下来的挑战，我预见到的是”
01:00:09“销售流程。”
01:00:10“比如我们可以加大获客的投入，”
01:00:12“目前的获客成本对我们来说大概是 50 美元。”
01:00:13“相比我们的收费，这非常划算。”
01:00:14“所以我认为我下一个挑战会是”
01:00:16“如何让自己从销售工作中脱身。”
01:00:18“尽管我觉得我还可以继续做，但……”
01:00:22“好的，既然如此，你要把”
01:00:26“交付端的那套流程也套用到销售流程上。”
01:00:29“唯一的区别在于你不能再依赖你个人的专业能力”
01:00:32“去实现成交。”
01:00:34“所以这个流程必须被设定为：”
01:00:40“你必须写好话术，让一个根本不懂”
01:00:41“怎么做金融顾问的人，”
01:00:42“也能把你的服务卖给一个金融顾问。”
01:00:44“所以他们不可能像你那样去卖，”
01:00:45“因为我猜你是以一种权威、”
01:00:47“专家的姿态去卖，这就是为什么创始人”
01:00:48“通常总是有着更高的成交率，”
01:00:51“远高于传统的销售人员。”
01:00:51“然后创始人们会想：”
01:00:52“‘销售员卖得没我好。’”
01:00:53“当然没你好。但他们可以用另一种方式卖，”
01:00:54“同样能达到一样的成交率，有时甚至更高。”
01:00:56“这就是为什么要采用基于提问的 CLOSER 框架”
01:00:58“来规范他们的销售过程。”
01:01:01“另外，在他们面谈之前，”
01:01:04“你有没有给他们看 VSL 视频？”
01:01:07“有，但需要更新了，因为——”
01:01:10“好的。——是的，需要更新。”
01:01:14“我要告诉你一个坏消息和一个好消息。”
01:01:18“你想先听哪个？”
01:01:21“（笑）先听坏消息吧。”
01:01:23“坏消息是，你的业务”
01:01:25“目前没有任何真正的重大难题。”
01:01:29“所以我也没法……就像你六个月前”
01:01:31“翻了三倍半，”
01:01:33“你也知道自己的瓶颈是交付。”
01:01:36“你正在花时间做系统化，”
01:01:38“集成 AI 工具，”
01:01:40“以此获得杠杆效应。”
01:01:44“下一个出现的瓶颈会是销售。”
01:01:46“我们需要审视你顶层的转化。”
01:01:48“你有录音你的销售电话吗？”
01:01:49“录了。好的。”
01:01:51“把它们都留着，喂给 AI，”
01:01:52“让它总结出人们购买前”
01:01:53“最常提到的痛点和主题。”
01:01:55“把那些痛点列表拿出来，重新整合进 VSL 视频里。”
01:01:56“我们这样做之后，获客效率直接翻倍了。”
01:01:59“顺便提一下。”
01:02:03“我们就是只提取了人们说过的那些痛点，”
01:02:04“把它们放进去。”
01:02:05“我们真的做了一份文档，标题就叫”
01:02:07“‘人们为什么买单’。（笑）”
01:02:08“然后我们就把这些点用在 VSL 里。”
01:02:13“再用这些点写销售脚本。”
01:02:15“太棒了。好消息是——”
01:02:19“所以——你走在正确的道路上。”
01:02:21“这本来就是你需要做的工作。”
01:02:24“那我还想问，如果我在正确的轨道上，”
01:02:26“你之前说过，”
01:02:27“迟早有一天我会遇到瓶颈，对吧？”
01:02:29“而当咱们最初聊的时候——”——“是的。”
01:02:32“你说过，去攻克那些大客户。”
01:02:34“你现在的客户流失率是多少？有多少个客户？”
01:02:36“九个。九个，是的。”
01:02:38“所以问题是，你每月的客单价是多少？”
01:02:39“正在慢慢往上涨，但我正打算从六七千”
01:02:42“涨到现在的大约五千。”
01:02:44“五百还是五千？”
01:02:45“五千美元。”
01:02:47“是的，对于中小企业（SMB）来说，”
01:02:50“如果你找准了优质的金融顾问，”
01:02:52“每月 5000 美元对他们来说不算什么。”
01:02:56“那正是你想要的客户。”
01:02:59“这业务能扩大规模，但规模的大小”
01:03:01“完全取决于你目标人群的质量。”
01:03:02“如果你服务的人是需要你”
01:03:03“去救他们的命，你永远救不了他们。”
01:03:05“你只会制造一个高流失率的工厂。”
01:03:07“所以只要确保你设立的门槛非常明确，”
01:03:09“明确什么样的人才能成为你的客户。”
01:03:12“只要那个门槛随着时间推移不断提高，”
01:03:13“业务就会没问题。”
01:03:15“如果门槛开始下降，那就不妙了。”
01:03:20“从企业可售价值的角度来看是这样，”
01:03:22“但如果你只是想赚钱，而你也正在赚钱，”
01:03:23“那也没问题。”
01:03:27“是的，没错，我首先想达到年利润”
01:03:30“100 万美元，然后在那之后——”
01:03:32“你能做到的，大概再过一两个季度”
01:03:34“你就能达到那个水平，伙计。”
01:03:36“继续解决你正在处理的问题就行，你没问题的。”
01:03:41“好的。——行吗？”
01:03:43“太棒了，谢谢伙计。”
01:03:46“感激不尽。”
01:03:50“好，加油，伙计。”
01:03:51“轻轻松松。”
01:03:53“鲁迪说：‘评论，他可能会看。’”
01:03:55“评论，我也许会看。”
01:03:59“到 12 月份，做中间商服务（Drop Service）能让我成为百万富翁吗？”
01:04:01“很有心地在句子最后加了个问号。”
01:04:03“我甚至都不知道什么是 Drop Service。”
01:04:06（喃喃自语）
01:04:08“7350，你最棒了。”
01:04:10“准备好了吗？”
01:04:11“好，开始。”
01:04:14“下一个。”
01:04:15“嘿 Alex，Alex，你好吗？”
01:04:17“我这边有很多杂音。”
01:04:21“好了，继续说，伙计。”
01:04:23“我叫 Alex，我是一名音乐律师，”
01:04:25“帮助艺人达成六七位数的合约。”
01:04:27“好的。”
01:04:32“在上了‘Cash Cow’节目后，我们做到了 48.7 万美元。”
01:04:34“我正想说，咱们确实做了那一集。”
01:04:34“所以你做到了 4.7 万（应为指当时基数），那是你当时的成绩。”
01:04:40“那你现在做到多少了？”
01:04:43“目前我们的月经常性收入（MRR）是 3 万美元。”
01:04:45“那是月度收入，好的。”
01:04:47“你上节目的时候月收多少？”
01:04:50“8.3 万。”
01:04:52“月入？”
01:04:53“所以我们在一年内增长了 40 万美元。”
01:04:54“噢太棒了，很高兴我的建议奏效了。”
01:04:56“那是好事。”
01:04:57“所以从 8 万到了 48 万。”
01:05:03“看来来录那一集很值得。”
01:05:04“太棒了，很高兴增长了 6 倍。”
01:05:07“好，接下来该怎么做？”
01:05:10“问题是什么？”
01:05:12“现在阻碍我的是高质量线索。”
01:05:15“可服务的有效市场（SOM）”
01:05:18“少于 10 万人。”
01:05:20“我正在寻找一种方法能触达那些人，”
01:05:21“在他们刚好拿到邀约的正确时刻触达，”
01:05:21“这样他们就能雇佣我帮他们成交那些合约。”
01:05:24“好的，说实话我这边杂音非常大。”
01:05:26“很难听清你在说什么。”
01:05:29“不是你的问题。”
01:05:34“所以你需要什么帮助？”
01:05:37“用尽可能少的字表达。”
01:05:38“高质量线索。”
01:05:42“明白，你需要更多线索，懂了。”
01:05:45“好的，你需要更多线索。”
01:05:50“现在，如果你现在的线索量翻倍或翻三倍，”
01:05:51“你能处理得过来吗？”
01:05:57“能。”
01:05:58“好的，明白了。”
01:06:00“那你现在为了获取更多线索在做什么？”
01:06:03“做内容。”
01:06:04“做内容，好的，明白了。”
01:06:07“我想我当时告诉你的”
01:06:10“是让他们导流到 Instagram，”
01:06:11“然后做私信漏斗（DM Funnel）。”
01:06:13“你在这么做吗？”
01:06:16“是的，在做。”
01:06:20“太棒了，好的。”
01:06:23“如果你只是需要更多线索，”
01:06:26“那么你可以自己控制的只有两件事。”
01:06:29“选项一，你开始跑 Meta 广告。”
01:06:33“这是选项一。”
01:06:36“选项二，你做更多内容。”
01:06:41“最妙的地方在于，”
01:06:46“你可以两件事同时做，”
01:06:48“它们达成的是同一个目标。”
01:06:55“如果你大幅增加你的内容产量，”
01:06:56“然后把所有表现最好的内容投成广告，”
01:06:57“那么你的广告创意”
01:06:59“和你的内容素材就能合二为一。”
01:07:05“顺便跟在听的人说一下，”
01:07:06“这就是未来广告的趋势。”
01:07:07“广告的算法”
01:07:09“和内容的算法已经趋同了。”
01:07:11“已经合并了。”
01:07:13“你想想平台想要什么，”
01:07:14“如果平台能让每一个内容创作者”
01:07:14“都去做广告，而广告看起来就像内容，”
01:07:16“那么整个平台就会变得‘无广告感’，”
01:07:18“却依然在产生收益。”
01:07:20“这对用户来说是更优的体验，”
01:07:23“这也正是平台想要的。”
01:07:25“所以你现在每周做多少条内容？”
01:07:28“目前在 Instagram 上是 12 到 15 条。”
01:07:29“好的，也就是一天两条。”
01:07:31“一天两三条，是的。”
01:07:35“YouTube 上每周一两条长视频。”
01:07:37“每周？”
01:07:39“是的，每周。还有每周五条短视频。”
01:07:42“好的，这可行。”
01:07:46“那五条短视频，和你在 Meta 上”
01:07:48“每天发的那两条是不一样的吗？”
01:07:49“是的，不过其中一部分，”
01:07:50“我在 Instagram 发两条帖子，同样的内容”
01:07:52“在 Instagram 上作为轮播图发布。”
01:07:55“明白，懂了。”
01:07:57“好的，我觉得，宏观来看，”
01:08:00“你显然可以做更多内容，”
01:08:02“但我觉得你现在的内容产出频率”
01:08:03“是足够的。”
01:08:06“你可能需要在内容‘质量’上把螺丝拧得更紧一点。”
01:08:09“你在钩子（Hooks）和脚本研究上”
01:08:10“花了多少精力？”
01:08:12“它们是写好脚本的吗？还是怎么拍的？”
01:08:14“关于短视频？”
01:08:16“是的，我做内容，先写个钩子，”
01:08:19“然后是快节奏的讲述，”
01:08:20“还有轮播图和信息图。”
01:08:22“好的，你最近有没有什么大的成就”
01:08:24“达成了？”
01:08:27“有，去年我们帮艺人达成了超过 500 万美元的合约。”
01:08:33“太棒了。”
01:08:36“我会把这个放在最显眼的位置，”
01:08:37“我会把它放进你的每一条 YouTube 视频里，”
01:08:41“当你介绍自己时，”
01:08:43“为了建立权威感，我会说：‘嘿，我是 Alexey Ammar，’”
01:08:44“‘我为这类人群提供服务，’”
01:08:48“‘我们做过这种规模的小项目，’”
01:08:52“‘也做过这种规模的大项目，’”
01:08:54“‘去年我们最近达成的一个项目”
01:08:55“‘价值 500 万美元。在这条视频里，我将展示……’”
01:08:59“‘告诉你某某某事情是怎么运作的，对吧？’”
01:09:04“这些都是能改进视频的小调整，”
01:09:08“能提升品牌整体质感，”
01:09:09“但现在，我们就是需要从顶层内容层面”
01:09:11“把品牌做大。”
01:09:13“广告只是用来从你已有的受众中”
01:09:16“捞取更多潜在客户的手段，”
01:09:17“但关键在于，你需要用像投原子弹一样的力度”
01:09:19“去铺广你的宣传，那就是你现在要做的。”
01:09:22“现在，我们可以看看定价之类的，”
01:09:24“但我记得上次聊的时候我已经帮你看过定价了，”
01:09:25“我们修正了商业模式，业绩翻了 6 倍，这很棒。”
01:09:28“你现在的利润率是多少？”
01:09:29“80%，公认的利润率。”
01:09:34“80%，喜欢这个。”
01:09:37“是的。”
01:09:40“所以，我们需要做大量、更多的内容，”
01:09:43“做更好的内容，然后把最好的内容”
01:09:44“投成广告，就是这样。你已经有前端产品了。”
01:09:51“你应该能承接两倍的客户量吧？”
01:09:52“我之前肯定说过这个。”
01:09:55“是的。”
01:09:57“就是这样，这纯粹是需求侧的问题，”
01:09:59“我们已经搞定了转化流程，”
01:10:03“搞定了定价，你只需要做更多。”
01:10:05“所以你的专注点：每天头四个小时，”
01:10:07“全部花在这一件事上，然后再开始你一天的其他工作。”
01:10:09“内容和广告。”
01:10:11“另外，他们也会听到同样的话。”
01:10:14“你继续。”
01:10:17“你能听到我吗？”
01:10:19“可以。”
01:10:22“是的，那么，我的问题是，”
01:10:24“行业里有些活跃人士”
01:10:27“认为，因为这个圈子看重感知、”
01:10:30“地位和人脉，我应该多去行业会议、”
01:10:33“颁奖礼、晚宴之类的地方。”
01:10:35“你怎么看？”
01:10:37“我只能说你想去就去，但——”
01:10:39“我的意思是，如果你想，你可以一个月去一次，”
01:10:41“挑个优质的，去看看，”
01:10:42“确保你能从那群人里拉到业务。”
01:10:45“但大体上，内容创作能给你”
01:10:47“多得多的分发量。”
01:10:49“所以，品牌价值会来自于关联。”
01:10:53“如果你想通过与比你强的人建立关联”
01:10:55“来建立品牌，那没问题。”
01:10:56“我不反对。”
01:11:00“但最最重要的事情，”
01:11:02“是你曾经帮和他们一样的人拿到过他们想要的结果。”
01:11:04“懂了吗？”
01:11:06“我想让更多人知道我们”
01:11:08“已经在做的事情。”
01:11:08“每天头四个小时”
01:11:11“拿来做更多内容，”
01:11:12“然后把这些内容转成广告。”
01:11:14“就这样，你不需要改变任何其他事。”
01:11:17“你现在是 50 万，这就是你达到三四百万的方法，”
01:11:20“到时候咱们再沟通，好吗？”
01:11:26“好的，谢谢。”
01:11:28“加油，Alexey Mark，祝贺你业绩翻 6 倍。”
01:11:29“谢谢。”
01:11:30“好了，下一位。”
01:11:31“好的。”
01:11:34“怎么修麦克风？”
01:11:38“下一位的麦克风修好了吗？”
01:11:42“好了。”
01:11:45“我 24 岁，对自己该做什么去实现梦想感到迷茫。”
01:11:48“兄弟，我 30……我刚才差点说 32，见鬼，我 36 了。”
01:11:55（笑）
01:11:56“我也有过迷茫，不知道怎么去实现梦想。”
01:11:58“我看到那么多人推荐”
01:12:00“成百上千种不同的事情，”
01:12:03“但我陷入了‘分析瘫痪’。”
01:12:05“是的，兄弟，随便选一个就行。”
01:12:06“你不可能事先预知答案的。”
01:12:09“想象一下，想象我告诉你，”
01:12:11“嘿，有些人说披萨超赞，”
01:12:13“那会成为你的最爱。”
01:12:15“又有人说牛排超赞，”
01:12:17“那会成为你的最爱。”
01:12:20“还有人说冰淇淋超赞，”
01:12:24“那会成为你的最爱。”
01:12:25“你说：‘我就是不知道’”
01:12:27“‘该选哪一样。’”
01:12:29“兄弟，那是食物，都挺好吃的。”
01:12:30“所有这些道路都很不错。”
01:12:31“所以你只需选一个，然后开始吃。”
01:12:33“好了，我再回答一个。”
01:12:35“Orion's，我觉得他想说‘超越（Surpass）’，我猜。”
01:12:38“总有一天我会超越你的，Alex，看着吧，我是认真的。”
01:12:40“我看着呢，兄弟，我们都在看。”
01:12:43“看着呢。”
01:12:44“好，怎么能留你那样的胡子？”
01:12:45“说实话，你只需要什么都不做就行。”
01:12:48“就这么简单。”
01:12:51“让我看看，怎么增加粉丝量？”
01:12:53“跳过这个。”
01:12:54“你对多层次营销（MLM），”
01:12:58“比如 Shopify 怎么看？”
01:13:01“我不觉得 Shopify 做的是多层次营销。”
01:13:03“我觉得你是指联属营销（Affiliate）。”
01:13:05“是的，我认为拥有联属伙伴，”
01:13:07“也就是那些推荐你的产品”
01:13:08“并获得报酬的人，是个极好的主意。”
01:13:09“TikTok Shop 就是这么运作的。”
01:13:10“我能靠卖服务成为百万富翁吗？”
01:13:13“能。”
01:13:16“什么？”
01:13:17“能。”
01:13:19“美国 80% 的企业”
01:13:20“都是服务型企业。”
01:13:21“你在说什么胡话呢？”
01:13:22“对住宅翻新的看法。”
01:13:23“顺便说一下，伙计们，问‘对某事的看法’这种问题，”
01:13:24“很难回答。”
01:13:25“你会如何扩大一个”
01:13:26“刚刚加盟的餐车生意规模？”
01:13:28“嗯，我觉得加盟本身就是你扩大规模的方式。”
01:13:30“你好？”
01:13:34“欢迎，主播。”
01:13:39“你现在已进入主播室，可以管理你的连线者”
01:13:43“通过连线演播室的网页界面。”
01:13:45“音频录制已开启双通道模式。”
01:13:48“你们能听到这个吗？”
01:13:50“还是只有我一个人听到了？”
01:13:52“我刚开始做生发业务。”
01:13:54“你对获得一个好的开端有什么最佳建议？”
01:13:57“我觉得拥有良好的基因是做生发业务”
01:13:59“最好的开端。”
01:14:00“你得让人们知道这件事。”
01:14:01“噢，他们能听到。”
01:14:04“他们能听到我是主播。”
01:14:05“我们今天很不在状态。”
01:14:07“你会开始……你会怎么开始做一个 AI 约会软件？”
01:14:08“我也许……这是个很小的问题，”
01:14:10“但答案很长。”
01:14:12“好了，你好。”
01:14:14“你好。”
01:14:16“你好？”
01:14:16“我、我叫亚当。”
01:14:19“你好吗？”
01:14:20“是谁？”
01:14:23“我叫亚当·雅各布斯。”
01:14:24“亚当·雅各布斯。”
01:14:26“你一直是伴娘，从未当过新娘（指一直在列表里，没轮上），对吧？”
01:14:28“你一直在名单上，但从未被选上。”
01:14:29“我没说错吧？”
01:14:33“没错。”
01:14:34“我看到你在群里的评论了。”
01:14:36“我特意确保你进来了。”
01:14:37“好，报一下营收、业务和问题。”
01:14:38“另外，听起来你那边”
01:14:40“有背景杂音。”
01:14:42“噢伙计，把后台网页静音，把我们静音。”
01:14:46“现在好点了吗？”
01:14:47“好了。”
01:14:50“把我静音就行。”
01:14:54“我拥有一家人才经纪集团。”
01:14:57“我们有面向演员和模特的经纪公司。”
01:14:58“摄影工作室年营收 340 万美元。”
01:15:00“噢，你开了一家摄影工作室。”
01:15:05“伙计，把后台我的声音关掉。”
01:15:07“静音。”
01:15:08“我能听到我自己的声音。”
01:15:12“好的。”
01:15:16“我们是人才……对，我把后台关了。”
01:15:20“我们有提供反馈的演艺和模特经纪公司。”
01:15:21“现在我们还有一家摄影工作室，”
01:15:22“一个摄影工作室连锁品牌。”
01:15:25“好的，模特经纪公司和摄影工作室。”
01:15:27“好的，明白了。”
01:15:29“我们的营收是 340 万美元。”
01:15:30“我们希望能达到 600 万，但要有更高的利润率，”
01:15:31“并且压力要显著减小，或者说是减少‘人才’带来的麻烦，”
01:15:35“我猜那是最好的形容方式。”
01:15:37“所以问题是，你想减轻压力？”
01:15:40“在这种意义上，”
01:15:43“人才经纪业务非常、非常困难，”
01:15:44“因为很难将它们产品化（标准商品化）。”
01:15:45“所以我们基本上是从销售‘成名预备’服务开始的。”
01:15:48“因为经纪公司每年会收到 5000 份申请。”
01:15:49“你不知道，你知道，”
01:15:52“我们基本上是尝试把其中很多线索”
01:15:54“转化成产品，因为你无法保证结果。”
01:15:55“所以，是的。”
01:15:59“你就是想说：如果你长得丑，就是丑。”
01:16:01“那我也无能为力，对吧？”
01:16:01“是的，没错。”
01:16:02“如果他们没接到活儿，就会变得非常、”
01:16:04“非常富有攻击性，经常这样。”
01:16:07“所以我们尝试……摄影业务的成立”
01:16:13“本质上是想尝试把那些我们（经纪业务）不想要的线索，”
01:16:14“卖点别的东西给他们，并尝试在前端就变现。”
01:16:17“好的。”
01:16:18“那问题是什么呢？”
01:16:20“问题是，”
01:16:21“随着我们逐渐推进，”
01:16:24“我们好像停止了销售‘成名预备’服务。”
01:16:27“本来我们是卖经纪公司准备包的。”
01:16:29“事实证明，要完全转型”
01:16:33“到只卖摄影服务和经纪代理，”
01:16:36“是非常、非常困难的。”
01:16:37“是挺有挑战性的。”
01:16:41“好的，明白了。”
01:16:46“你之前有一个模特经纪公司。”
01:16:51“你能给我报一下模特经纪公司”
01:16:52“和摄影工作室之间的营收分成吗？”
01:16:55“摄影业务目前”
01:16:57“略超过 100 万美元。”
01:17:00“好的。”
01:17:03“剩下的——”
01:17:07“剩下的 240 万是通过经纪公司实现的。”
01:17:13“好的，明白了。”
01:17:15“好的。”
01:17:17“所以——”
01:17:21“其中很大一部分其实是研讨会”
01:17:23“和成名预备培训，而不是……”
01:17:24“我们接到的活儿只拿 20% 的佣金。”
01:17:25“所以回到那个总数，”
01:17:27“现金总额——”
01:17:31“是的，是的。”
01:17:33“是营收。”
01:17:36“那 240 万中，大部分是培训费，而不是抽佣。”
01:17:40“正确。”
01:17:46“是的，好的，明白了。”
01:17:46“好的，那么，”
01:17:48“你就随手开了个摄影工作室，对吧？”
01:17:51“没错。”
01:17:54（笑）
01:17:57“如果摄影工作室消失了，你的生活会变得更容易吗？”
01:18:01“如果经纪公司消失了，我的生活会更容易。”
01:18:04“噢，有意思。”
01:18:07“这两桩生意的利润率分别多少？”
01:18:10“摄影工作室的利润率要健康得多。”
01:18:15“那是多少？告诉我。”
01:18:17“摄影业务的毛利大约是 60%。”
01:18:18“经纪公司那边——”
01:18:20“不，我不在乎毛利，净利润是多少？净利？”
01:18:22“摄影业务的净利润率大约是 25% 到 30%。”
01:18:26“好的，所以你在这块赚了大概 25 万美元，对吧？”
01:18:27“是的。”
01:18:28“那 240 万的那块业务你赚多少？”
01:18:29“那块也是大约 25 万。”
01:18:31“好的，明白了，所以利润率只有一半。”
01:18:32“好的，所以我有个疑问：”
01:18:34“模特经纪业务中有什么是你不喜欢的？”
01:18:35“事实是你无法控制这些人才的最终结果，”
01:18:39“以及这些人才如果没有获得成功，”
01:18:41“那种非常难缠的、高流失率的本质。”
01:18:44“嗯，伙计，那只是因为你在‘吃底层’。”
01:18:46“这就是问题所在。”
01:18:48“你在吃底层？”
01:18:48“不，你在吃底层。”
01:18:49“你现在正在赚那些底层客户的钱。”
01:18:52“所以，你确实赚到了更多的钱，是的，没错。”
01:18:55“经纪公司模式本身没有任何问题。”
01:18:56“有资产数十亿美元的巨型经纪公司。”
01:18:59“模式没问题。”
01:19:01“问题出在目标客户画像（Avatar）上。”
01:19:04“是的。”
01:19:06“是的，所以我猜你是在跑广告”
01:19:09“来获取这些模特客户？”
01:19:14“不，主要是自然流量（Organic）。”
01:19:15“噢，所以人们只是听过你的名号，然后就来了，”
01:19:17“是通过……比如”
01:19:21“Instagram 之类的地方进来的？”
01:19:23“Instagram 还有谷歌 SEO 之类的。”
01:19:29“好的，明白了。”
01:19:30“你想达到 600 万。”
01:19:33“说实话，我们必须在这两桩生意中选一个。”
01:19:36“真的，必须选一个。”
01:19:38“是的。”
01:19:43“既然你同时是这两家的首席执行官，对吧？”
01:19:48“是的，是的，是的。”
01:19:49“好的。”
01:19:51“如果你正经做摄影工作室，”
01:19:57“你会怎么获取客户？”
01:19:59“我们会做很多赠送活动。”
01:20:03“比如带维护计划的赠送活动。”
01:20:10“是的，‘模特选拔赠送’，经典招数，好的。”
01:20:15“所以，那是一桩生意。”
01:20:18“模特经纪公司更容易扩大规模，”
01:20:22“因为你不必总是去开”
01:20:25“线下实体店。”
01:20:28“是的，那是真的。”
01:20:31“是的，所以你想做哪一个？”
01:20:32“你必须选一个，就像我说的，”
01:20:34“扎克伯格名下也没有 Airbnb，你明白我的意思吗？”
01:20:37“是的，核心建议就是选一个，然后全力以赴。”
01:20:39“因为如果你把那一半时间拿回来，”
01:20:42“这两桩生意中的难题”
01:20:44“是不是就有办法解决了？”
01:20:45“是的。”
01:20:48“没错，你现在的时间”
01:20:51“只够维持它们现状，不够把它们做大。”
01:20:52“那、是的，那非常准确。”
01:20:55“没错，当你谈论切换成本时，”
01:20:57“有这种‘任务切换’成本，”
01:20:58“还有‘业务切换’成本。”
01:20:59“你必须完全切换思维背景。”
01:21:05“你在想：好吧，我正在谈论人们”
01:21:08“过来拍片，”
01:21:10“向上推销肖像画和套餐。”
01:21:15“然后你突然想：等一下，模特。”
01:21:16“我得主动去帮某某某谈成一个品牌代言。对吧？”
01:21:21“是的。”
01:21:25“这完全是两桩不同的生意。”
01:21:26“既然两家现在的利润一样。”
01:21:28“我会说模特经纪公司更容易规模化，”
01:21:29“但你听起来很讨厌那块。”
01:21:33“所以随便挑一个你喜欢的，”
01:21:36“把时间全部拿回来，然后全身心投入进去。”
01:21:40“然后就一路推”
01:21:44“直到经纪公司把那一块业务剥离。 ”
01:21:46“当然。”
01:21:47“在过渡期。”
01:21:48“但我告诉你，摄影工作室”
01:21:54“难点在哪里。”
01:21:56“我说过，在每一个地点寻找人才”
01:21:58“会很困难。”
01:22:00“你还会面临广告疲劳的问题，”
01:22:02“因为那是本地市场。”
01:22:04“而且如果全靠广告驱动，”
01:22:06“它的经常性收入是非常少的。”
01:22:08“如果你做家庭摄影，你可以做季节性收入，”
01:22:11“但你在拍什么？拍什么类型的片子？”
01:22:13“我是拍模特片的。”
01:22:15“模特片。”
01:22:18“你看吧。”
01:22:19“模特片。”
01:22:23“好了。”
01:22:26“所以我猜你能……”
01:22:27“他们大概每一两年会更新一次照片。”
01:22:33“也许你比我更清楚。”
01:22:36“所以我认为如果你”
01:22:43“把业务定位为‘模特每年更新一次照片’，”
01:22:48“那可能是个很好的方式”
01:22:49“让他们转入年度订阅。”
01:22:51“这大概是我会用来”
01:22:53“让摄影工作室更具有持续性收入的角度。”
01:22:55“好的。”
01:22:56“但就选一个吧，伙计。”
01:23:00“在这次电话里，除了这个建议，”
01:23:02“我没什么其他能真正帮到你的了。”
01:23:05“好的。”
01:23:06“那是很好的建议。”
01:23:08“好了。”
01:23:10“你唯一要做的就是做选择，”
01:23:11“然后坚定走下去，伙计。”
01:23:13“别让这种情况再次发生。”
01:23:15“这意味着你要坚持到底。”
01:23:18“选一个，然后坚定不移。”
01:23:20“坚持下去。”
01:23:20“谢谢。”
01:23:23“谢了，伙计。”
01:23:26“恭喜你。”
01:23:28“嘿，听着，伙计。”
01:23:31“你显然很有行动力。”
01:23:33“你每年能赚几百万美元，”
01:23:35“但你得让精力更聚焦。”
01:23:38“非常感谢，先生。”
01:23:40“那是个很好的观点。”
01:23:41“谢谢。”
01:23:43“客气了，兄弟。”
01:23:46“回头聊，伙计。”
01:23:47“好的，拜拜。”
01:23:50“再会。”
01:23:52“干杯。”
01:23:54“干杯。”
01:23:55“好了。”
01:23:56“49 岁，尝试建立房地产批发业务。”
01:23:59“你应该立刻开始。”
01:24:01“好了。”
01:24:03“我需要一个——”
01:24:05“嘿，Alex。”
01:24:06“我叫安杰洛。”
01:24:07“我向 45 岁以上的人销售私人教练服务。”
01:24:08“目前，我的营收是 30 万美元。”
01:24:09“我想达到 100 万。”
01:24:10“阻碍我的是，目前”
01:24:12“我有三个地点。”
01:24:13“我扩张得太快了。”
01:24:15“一个地点住满了大约 180 名成员，”
01:24:17“平均每人支付 80 美元。”
01:24:19“另一个地点有大约 46 人，”
01:24:22“支付的金额也一样。”
01:24:24“还有一个地点有 105 人，支付的金额也一样。”
01:24:30“这就是目前的情况。”
01:24:31“你是说你在三个地点一共才赚 30 万美元？”
01:24:33“是的，总计。”
01:24:34“天呐。”
01:24:36“谁在负责私教课（PT）？”
01:24:38“是的，我知道。”
01:24:41“所以是 1 号和 2 号店。”
01:24:41“人们每周来一次，每次 20 分钟。”
01:24:42“不用换衣服，他们不会出汗。”
01:24:44“我们提供私人教练。”
01:24:46“我们一小时大约带 6 个人。”
01:24:48“所以每 20 分钟就有两个新人。”
01:24:49“这是高强度训练，针对 45 岁以上、55 岁到 65 岁的人。”
01:24:50“那占了我客户群的 80%。”
01:24:52“这 20 分钟收费 80 美元？”
01:24:53“那个，我还没算 9% 的增值税。”
01:24:54“平均是 80 欧元，是的。”
01:24:55“好的，那是每 20 分钟的钱。”
01:24:56“是每个月的钱。”
01:24:58“每个月，所以他们付 80 块，得到 4 次 20 分钟的课程。”
01:25:00“没错，是的。”
01:25:01“如果我们做到了，”
01:25:02“如果我们利用了 85% 的课时，”
01:25:03“利润率能达到 80%，”
01:25:04“三个店中的一个目前就是这种情况。”
01:25:06“我之所以能这么快开到三家店，”
01:25:07“是因为去年我花了 1.5 万欧元买了一家，基本等于白送。”
01:25:08“我还开了一家新的，全是新设备。”
01:25:09“好的。”
01:25:11“如果让这些店都达到满负荷，”
01:25:14“能达到 100 万营收吗？”
01:25:16“不确定。”
01:25:19“那么，一个满负荷的门店能赚多少钱？”
01:25:22“不，我当时想的是把每家店都发展到 300 人。”
01:25:24“好的。”
01:25:25“一共 900 人，是的。”
01:25:26“好的，明白了。”
01:25:31“那么问题在哪？”
01:25:34“目前，我没有足够的线索。”
01:25:38“我现在的现金流也有点吃紧，”
01:25:40“所以我一直在通过 WhatsApp 联络”
01:25:41“以前的联系人、旧线索。”
01:25:43“确实给我带来了一些新客户和老客户回归，但——”
01:25:47“你现在是怎么获取客户的？”
01:25:49“抱歉？”
01:25:54“你现在是怎么获取客户的？”
01:25:55“说起来，是的，目前这一刻，”
01:26:00“就是用 AI 来进行主动触达（Outreach）。”
01:26:03“那对我的 AI 来说是件好事。”
01:26:06“但你现在需要一种”
01:26:09“更具规模化获客的方式。”
01:26:10“不是说那种方式不能规模化。”
01:26:12“我的意思是，你每天能获取多少新客户？”
01:26:13“如果我亲自做销售，我可能每天成交……是的，10 个，”
01:26:16“但我也有团队。”
01:26:19“你通过主动触达每天能获得 10 个客户？”
01:26:21“是的。”
01:26:23“好的。”
01:26:26“天呐，那就是 300 个。”
01:26:28“一天 10 个，30 天就是 300 个。”
01:26:32“你需要让每家店增加 300 个？”
01:26:35“那是很多，那是很多，那太疯狂了。”
01:26:37“但我也通过 Facebook 广告得到了很多客户。”
01:26:41“但现在，是的，因为现金吃紧，”
01:26:45“我没有那个——”
01:26:47“你是真的现金流吃紧，”
01:26:50“还是说你提供的那个方案，”
01:26:54“你目前投放广告的优惠方案是什么？”
01:26:55“目前的方案，是的，”
01:27:00“我今天刚刚设置了一些新广告。”
01:27:04“我知道广告内容是：”
01:27:08“如果人们在四周内没有获得”
01:27:10“理想的效果，他们可以从我这里额外获赠四周。”
01:27:14“当然，好的。”
01:27:17“但价格是多少？”
01:27:21“大约 97 欧元，外加 59 欧元的注册费。”
01:27:23“好的，那现在获取一个客户的成本是多少？”
01:27:24“按以前的 Facebook 广告，大概是 200 到 250 欧元。”
01:27:29“每个客户。好的。”
01:27:33“这听起来很正常。”
01:27:41“所以不是你现金吃紧，”
01:27:43“而是你在前端收的钱不够。”
01:27:46“所以你需要卖一个有明确终点的服务。”
01:27:47“我认为你应该做一个”
01:27:51“类似于‘入门营’或‘入职期’的服务。”
01:27:53“也就是：听着，我们之所以能以 80 块的价格卖小班课，”
01:27:55“是因为人们会先参加六周的入门期。”
01:27:58“那个入门服务收费 600 欧元。”
01:28:00“在那之后，你再转入正常的按月计费。”
01:28:03“所以前六周，我收费……”
01:28:06“600。”
01:28:07“600 欧元。”
01:28:08“给他们提供饮食计划，每次都帮他们称重。”
01:28:14“饮食计划和？”
01:28:20“还有称重。”
01:28:22“称重。”
01:28:24“你读过我的那本《健身房经营秘籍》（Gym Launch Secrets）吗？”
01:28:26“没，没有。”
01:28:27“我写了整整一本书教人怎么开健身房。”
01:28:30“你应该去读那本书。”
01:28:38“好的，我这就去读。”
01:28:39“那是目前我唯一且核心的建议。”
01:28:43“话虽如此，我觉得你可以做一个‘六周挑战赛’。”
01:28:44“600 美元，六周减掉 20 磅。”
01:28:45“如果你做到了，就退还这笔钱。”
01:28:47“但问题是，来我们店里的”
01:28:50“那些人——”
01:28:51“他们不想减掉 20 磅。”
01:28:54“好的。”
01:28:58“那我们就换个目标。”
01:29:02“他们都想塑形、感觉良好，对吧？”
01:29:03“是的，他们想要更多。”
01:29:05“我已经知道问题在哪了。”
01:29:06“我以前在这个行业待过很久。”
01:29:08“我知道咱们在处理什么问题。”
01:29:15“所以他们想让身材变好。”
01:29:18“他们面临的最大问题是缺乏监督，”
01:29:20“而他们最害怕的是受伤，对吧？”
01:29:24“是的。”
01:29:27“对。”
01:29:28“所以你就把这作为你的项目来卖。”
01:29:29“我们之所以采取这种方式，”
01:29:36“是因为人们会担心受伤，”
01:29:46“这就是为什么我们要进行更多的前期指导”
01:29:49“来确保你不会受伤。”
01:29:54“你担心缺乏监督和执行力，”
01:29:55“这就是为什么我们要让你押上一笔钱”
01:29:57“来确保你会准时出现。”
01:29:59“我们想确保”
01:30:02“你感觉自己开启了健身新生活，”
01:30:05“这就是我们要设定目标的原因，”
01:30:07“因为如果不衡量进度，”
01:30:10“我们怎么知道这有没有效？”
01:30:14“好了，我先测一下你的初始体脂，”
01:30:17“结束时再测一次。”
01:30:20“你的体重可能没变，”
01:30:25“但我们会看到体型数据的改变。”
01:30:26“这给了你奋斗的目标。”
01:30:28“三周后，我们会跟他们说：”
01:30:33“‘嘿，桑德拉，嘿，丹，你们表现得太棒了。’”
01:30:36“‘你已经减了四磅了。’”
01:30:37“‘感觉怎么样？’”
01:30:39“‘太神奇了。’”
01:30:44“‘所以你意识到这是一个终生的旅程，对吧？’”
01:30:45“‘而不是短短六周就能搞定的事情。’”
01:30:47“‘是的，没错。’”
01:30:48“所以我想这么做。”
01:30:51“我想对你的努力给予对等的回馈，”
01:30:55“因为你已经证明了你会如约而至，”
01:30:58“希望你也觉得我做到了我该做的。”
01:31:02“我要把你投入进来的这笔钱，”
01:31:04“转入到你的年度会员费里。”
01:31:09“这样我们就能把这变成一种生活方式，”
01:31:13“而不是一次临时的节食。”
01:31:15“听起来怎么样？”
01:31:15“太棒了。”
01:31:17“你想现在就直接预付一年的费用吗？”
01:31:22“大多数人都会这么选。”
01:31:25（笑）
01:31:26“听起来你这话已经说过很多次了。”
01:31:28“是的，我还教过 6000 名健身房老板怎么这么卖，”
01:31:30“所以我确实说过很多次。”
01:31:33“但是，好吧。”
01:31:35“跟我说说，为什么你觉得这行不通。”
01:31:38“尽管说。”
01:31:40“说吧。”
01:31:41“好的，我要尝试这个新方案，”
01:31:42“然后我会把那笔钱还给他们，”
01:31:44“就是他们投入的那 600 欧元。”
01:31:47“是的，但我们打算怎么还给他们？”
01:31:49“我不知道。”
01:31:50“我们要用它来抵扣。”
01:31:51“我们要把它抵扣进他们的年费里。”
01:31:52“你想现在就办吗？”
01:31:54“好的。”
01:31:55“所以从操作上讲，你要做的是，”
01:31:57“你目前的月费是 80 块，对吧？”
01:31:58“是的。”
01:31:59“你要把名义价格提到 130 块。”
01:32:01“人们购买了这个（600 块）方案进来，”
01:32:02“然后你会从他们接下来的 12 个月月费中”
01:32:03“每月扣除 50 块。”
01:32:05“加起来就是 600 块。”
01:32:06“所以你会用 130 减去每月抵扣的份额。”
01:32:08“这意味着他们实际支付 80 块一个月，”
01:32:09“也就是你现在的价格，”
01:32:12“这意味着他们可以直接预付 1000 块。”
01:32:13“就能享受剩下的一整年。”
01:32:14“好的。”
01:32:15“听起来不错。”
01:32:17“另外还要配一名指导老师。”
01:32:18“老实说，我得在网上查一下”
01:32:20“饮食计划之类该怎么弄。”
01:32:21“说实话，我以前从没做过。”
01:32:22'cause you've already showed up
01:32:23every time you said you were going to,
01:32:24and hopefully you feel like I did too.
01:32:26I'm going to take that money that you put towards this
01:32:28and we're going to roll it towards the year.
01:32:29That way we can make this a lifestyle
01:32:31rather than a quick diet.
01:32:32How's that sound?
01:32:33Fantastic.
01:32:34You want to just prepay for the year right now?
01:32:36That's what most people do.
01:32:38(laughing)
01:32:39- It sounds like you said that a lot of times.
01:32:42- Yes, I've also taught 6,000 gym owners how to sell this,
01:32:46so yes.
01:32:46- But, okay.
01:32:50- Tell me why you don't think that's going to work.
01:32:52Go for it.
01:32:52Tell me.
01:32:53- Like, okay, I'm going to try this new offer
01:32:59and then I'm going to give that back to them,
01:33:01like the 600 euros they invested.
01:33:03- Yes, but how are we going to give it back to them?
01:33:08- I don't know.
01:33:10- We're going to credit it.
01:33:10We're going to credit it towards them staying for the year.
01:33:13You want to do that right now?
01:33:14- Okay.
01:33:19- So functionally what you're going to do
01:33:20is you're currently at 80 bucks, right?
01:33:22- Yeah.
01:33:24- You're going to pop the price up to 130.
01:33:27People are going to come in on this offer
01:33:28and then you're going to knock $50 a month off
01:33:30for the next 12 months.
01:33:31That's $600.
01:33:32So you're going to take 130, subtract $600 per month.
01:33:36That means you're going to be at 80 bucks a month,
01:33:37which is your current price,
01:33:38which means they can prepay for 1,000 bucks.
01:33:40They get the rest of the year.
01:33:41- Okay.
01:33:45Sounds good.
01:33:46- It also comes with a teacher.
01:33:47- And to be honest, I have to look up on the internet
01:33:53how to do the meal plans and everything.
01:33:56I've never done that, to be honest.
01:33:58- It's not hard, man.
01:33:59I promise you.
01:34:00The other thing you should do is after you meet them with them
01:34:02like you sell them right now,
01:34:05you should have a nutrition consultation.
01:34:06It's your first consultation.
01:34:08Sell 200, 300 bucks in supplements for the whole six weeks,
01:34:12which means they're going to need two months worth
01:34:13'cause it's six weeks.
01:34:14So you'll sell three or four products times two up front
01:34:18and that'll liquidate your cost of acquisition
01:34:19just on products.
01:34:20You don't have to do any more sessions.
01:34:22Cool.
01:34:23- Okay, okay.
01:34:25This is really important to me.
01:34:28So I just want to like reframe what you said to me.
01:34:31So yeah, I need to make sure that I understand
01:34:35what you're teaching me.
01:34:36So you offer 600, six weeks
01:34:41and I have to sell like supplements for six weeks.
01:34:44Supplements over like two or 300 bucks.
01:34:48And besides that, a meal plan.
01:34:53- And you weigh them in every week for the six weeks.
01:34:57And then give them a goal.
01:34:59If they hit the goal, they get it back.
01:35:01The point is not that they hit the goal.
01:35:02The point is that they start the process.
01:35:03You pitch halfway through.
01:35:04Do not wait till the end.
01:35:05- Okay, great.
01:35:09And then one more thing.
01:35:10I have to get them in, of course.
01:35:13Do you have any advice on the Facebook ads part?
01:35:19Like not that you have any advice.
01:35:22Like what I'm currently stuck at is creating ads.
01:35:27- Right now, static ads are doing the best.
01:35:29I know 'cause I talked to the gym launch team like last week.
01:35:32Static ads are outperforming video for most people.
01:35:34I still think that better video outperforms statics,
01:35:37but most people suck on camera.
01:35:38And so statics outperform video for most people.
01:35:42So if you're not good on camera, try statics first.
01:35:44My personal preference is to have videos
01:35:48of many customers working out in unison.
01:35:51So if you can get people to do sit-ups or push-ups in unison
01:35:54or jumping jacks in unison or ab cycles
01:35:56where they have their feet on the ground
01:35:57and they're doing the little thing.
01:35:58If you get everyone to do everything at the same time,
01:36:00it's very attention-grabbing.
01:36:01And then you have the offer in the copy.
01:36:03Cool?
01:36:04- Yeah.
01:36:06- All right. - Got it.
01:36:08- That's it, man.
01:36:08Easy peasy.
01:36:09A million bucks.
01:36:10- Thank you.
01:36:13Thank you very much, Alex.
01:36:14- Appreciate it, brother.
01:36:15- I've been waiting for this demo.
01:36:17- Buy my book.
01:36:18And then read it.
01:36:21All right.
01:36:24Before I take the next caller,
01:36:25I'm gonna shout out to the chat.
01:36:28Choose me, boss.
01:36:29Dude, Thug Life shows you, man.
01:36:32Here comes the flood.
01:36:34By the way,
01:36:35don't copy and paste the same question over and over again.
01:36:37It's just quite cringe.
01:36:38Cringe is how the kids say it these days, right?
01:36:40It's cringe.
01:36:41Is that appropriate, guy?
01:36:42It's cringe.
01:36:43Is cringe old now?
01:36:44Is cringe past?
01:36:45It's not sus.
01:36:48What is it?
01:36:49It's cooked?
01:36:51No, cooked is like I'm cooking them, right?
01:36:53Do I need to educate you on gins and shit?
01:36:56Jesus.
01:36:57We got a boomer over here.
01:36:58What are we talking about?
01:37:00All right.
01:37:01I'm 21.
01:37:02I'm broke.
01:37:02Supporting my mom with cold calls I hate.
01:37:04I want to learn.
01:37:06AI and creative.
01:37:07How would you escape?
01:37:08All right, man.
01:37:09I'm gonna answer this for you right now.
01:37:12Number one.
01:37:12Stop saying you fucking hate them.
01:37:15All right?
01:37:16Do you think the rice farmers in China 2000 years ago,
01:37:19shout out to China,
01:37:212000 years ago who were providing for their families
01:37:23were thrilled about bending over all day long?
01:37:27Calm down.
01:37:28And taking up rice, you know, one rice patio.
01:37:31I don't really know how rice is farmed,
01:37:33but something like that.
01:37:34Yeah, little fingers at a time.
01:37:35They have small hands.
01:37:36Anyway, a tremendous amount to be gained from realizing
01:37:39that you're doing something for people you care about.
01:37:42Right?
01:37:42Like you're doing this to provide for your family.
01:37:45Like I don't know if there's really a higher honor than that.
01:37:48And so when you're going into it,
01:37:50I'll tell you a little parable about this.
01:37:51So you might've heard this is the parable of the stone cutter.
01:37:54So guy walks up
01:37:56and there's three guys kind of hammering at stone.
01:37:59So he goes up to the first stone cutter and he says,
01:38:02"Hey, you know, what are you doing?"
01:38:03And he's like, "Oh, it's backbreaking work.
01:38:06I'm just hammering stone all day.
01:38:08It completely sucks."
01:38:09It's like, okay.
01:38:11The second guy he goes up to and he's like,
01:38:13"Oh, what are you doing, sir?"
01:38:14And he says, "Well, I'm providing for my family."
01:38:18And he's like, "Okay, that's cool."
01:38:19And that guy seemed a little bit more upbeat
01:38:21than the first guy.
01:38:22He goes to the third guy and he says,
01:38:23"Hey, what are you doing?"
01:38:25And he says, "I'm building a cathedral
01:38:27that's gonna last generations."
01:38:29And the moral of the story is that the work was the same.
01:38:32The only difference was their outlook on the work.
01:38:35And I think that if you change your outlook on the work,
01:38:37the work itself becomes significantly more bearable.
01:38:39Because even if you play out whatever version of the business
01:38:41that you wanna start is,
01:38:43the vast majority of your day
01:38:44is not gonna be doing shit you love.
01:38:45It's just not, right?
01:38:47There's just a lot of stuff that's like,
01:38:50I only say this as somebody who literally did this.
01:38:53I was in the make money career
01:38:55as a management consultant,
01:38:56which you then go to business school
01:38:57and become a banker or finance and you make money, whatever.
01:39:00And so I said, "You know what?
01:39:01I'm gonna do something I love.
01:39:02I'm gonna do fitness."
01:39:03Everybody tells me I've been into fitness my whole life.
01:39:04I was competing at the time.
01:39:05I was like, "This is what I'm into."
01:39:07So then I go and I say, "I'm gonna start a gym."
01:39:09I said, "That's what would make this real."
01:39:11And I start a gym and as soon as I start a gym,
01:39:12which is literally following my passion, following my dream,
01:39:14I then realize that I have to sell memberships.
01:39:17I have to mop the floors.
01:39:18I have to clean equipment.
01:39:19I have to market, I have to billing, pick playlists,
01:39:24all this nonsense that I had no interest in.
01:39:27And so what happened is that as I followed my passion,
01:39:3080, 90, 95% of what I was doing every day
01:39:33was not the thing that I thought it was.
01:39:34And so for almost everybody,
01:39:36if you think you're gonna follow your passion,
01:39:37it's gonna be literally doing the one thing
01:39:39that you love every day.
01:39:39You're beside yourself for two reasons.
01:39:41One, it's not gonna be.
01:39:42And two, if you literally did the same thing
01:39:44that you like every day,
01:39:45you're gonna stop liking it because you adapt to it.
01:39:47The reason you like it now is 'cause it's rare.
01:39:49It's a special thing that you get on your terms,
01:39:51on your time, and you do it for no money.
01:39:53And the thing is, is when you start,
01:39:54people are like, "I would do this for free."
01:39:56It's like, yeah, but you wouldn't do it all day,
01:39:57every day for free.
01:39:58At some point you'd stop 'cause they're reinforced,
01:40:01'cause that's how humans work.
01:40:03If there were one secret, we would all do it.
01:40:05The point is that things have to change
01:40:07and we expect that things are gonna stay the same
01:40:09and then we're somehow upset
01:40:10that life doesn't treat us the way we expect it to.
01:40:13And so to the young man who's broken 21,
01:40:15one, I think you should double down and get really good
01:40:17because you can absolutely get out of this poverty
01:40:19through the sales cycle, number one.
01:40:21Number two, if you want to say,
01:40:24"You know what, I'm gonna do the sale thing
01:40:26"and I'm gonna go all in in terms of my dedication to it.
01:40:28"I'm gonna spend eight hours, 10 hours a day."
01:40:31When you're on for sales,
01:40:32I want nothing else in your calendar.
01:40:34I want you to fall in love with the process.
01:40:35I wanna fall in love with the craft.
01:40:37I want you to sharpen your sword.
01:40:38That's what you're doing.
01:40:39You're sharpening the skillset.
01:40:40And whether AI takes it over or not in the future
01:40:42is irrelevant because you learning how to sell
01:40:44will be core to everything you do in life.
01:40:46Now, with the other hours of the day,
01:40:48I'm saying say 5 a.m. to 9 a.m., 5 p.m. to 9 p.m.
01:40:51All right, you got eight hours that you can play with
01:40:53plus weekends if you want.
01:40:55In that time, go learn the AI stuff that you want to learn
01:40:57that you said you were interested in
01:40:59and stop sitting on the sidelines
01:41:00and use the sales skills that you're practicing,
01:41:02cold calling, and go get yourself some fucking business.
01:41:05And then realize that it'll still be miserable
01:41:09because work is hard and all you have to do is reframe it,
01:41:12just like the third stone cutter.
01:41:13Be like, "Maybe it isn't miserable.
01:41:14"Maybe I'm doing something that I find meaningful
01:41:16"because I choose to make it meaningful."
01:41:18All right, with that, let us take on our final boss.
01:41:23Let's take on Bowser.
01:41:26Let's go.
01:41:26- Hello.
01:41:36- Hello.
01:41:36- Hi, my name's Adam, big fan of your work.
01:41:41I sell business training to business clients, right?
01:41:46So, small business.
01:41:48- When you say business training, what is it?
01:41:50Like, what is it?
01:41:51What do you teach them how to do?
01:41:53- So, I teach them how to grow the business.
01:41:55So, we have start-up training
01:41:58and we have growth training and scaling training.
01:42:00- Is it courses that are done in person or is it digital?
01:42:03- So, we've got a very, very heavy in-person model.
01:42:07- Okay.
01:42:08- And yeah, so last year we did 14.8 million pounds.
01:42:12- Badass.
01:42:13- Yeah, and we want to scale to 25 million.
01:42:17- Rock and roll.
01:42:18- Basically, the biggest constraint that we have,
01:42:21we have a few different constraints.
01:42:23Our acquisition method is that we run 12 to 15
01:42:28live in-person events on a monthly basis,
01:42:31which are three events.
01:42:32It's like our demonstrations of how we can help
01:42:35business owners.
01:42:36We, on average, have about 100 business owners per event.
01:42:39When they come to those events,
01:42:41we have an offer that's a thousand pounds
01:42:43and that filters that down to about 250 new clients
01:42:48per month required.
01:42:49And they go into bootcamp training,
01:42:53so they spend three days with us.
01:42:55And at the three days, we have a range of offers.
01:42:58Offers that suit start-ups start at about 5K
01:43:01up to 30K for our more advanced stuff.
01:43:05- Got it.
01:43:06- And we've got about an average per head revenue
01:43:08of about 5,000 heads for everybody that attends the bootcamp.
01:43:12It's a very, very consistent model, profitable model.
01:43:15- Yeah.
01:43:16- Want to take it forward to 25 million.
01:43:19That's the next phase.
01:43:20- Got it.
01:43:21- But we've got a few constraints
01:43:22and that is acquisition method for one, probably,
01:43:26and also the special skills around the acquisition method
01:43:30and a bit of geography as well.
01:43:32- Yeah.
01:43:33So right now, who's doing the pitching of the events?
01:43:36- So I've got about six to eight people that I've trained.
01:43:41So I don't go out on the road anymore.
01:43:43They are doing the pitching
01:43:46and we've got some really good ones,
01:43:48but it does take a long time to get those people up to speed
01:43:51to be able to do a really good job.
01:43:53And at the moment, that's where my focus is.
01:43:55So that's what I decided to focus on this year
01:43:57is to try and replicate that skill set as much as possible.
01:44:01It does take time, but we're working on that.
01:44:03- Well, let me ask you a question about the pitching.
01:44:05So when you have the pitch, is there a slide deck?
01:44:10- Yeah, yeah.
01:44:12- How many slides is it?
01:44:13- Exactly, I think 268 for the day.
01:44:21- Yeah, for the whole day.
01:44:23- Yeah, for the day.
01:44:25- Ah, all right.
01:44:26So let me just make your life 100 times easier
01:44:28for six days of work.
01:44:29Cool? (laughs)
01:44:31- Yeah, sounds good.
01:44:32- So the pitch should be word for word scripted
01:44:37on the slides.
01:44:41So my pitch at Money Models, the book launch,
01:44:44was 1,700 slides just for the 90-minute presentation
01:44:49that I get.
01:44:50Which means every word I said was on the screen
01:44:55paired with a visual for people
01:44:56who don't speak English that good.
01:44:58And so then--
01:45:03- Do you think a live in person, that would be,
01:45:06'cause this is all live in person,
01:45:08you'd still go down that road, yeah?
01:45:11- I don't know, I think we did like 70 million last year
01:45:13doing that in one of our companies, so yeah.
01:45:15I think it works.
01:45:17Think about this.
01:45:22If the words and the visuals are already taken care of,
01:45:26the only thing that you need to train them on
01:45:28is how fast to say the words, how loudly to say it,
01:45:31when to raise their voice, and when to lower it.
01:45:34And what to do with their hands.
01:45:41That does make a lot of sense.
01:45:43- That's it.
01:45:43Like literally, it takes all this time
01:45:46to get these people trained up,
01:45:47simply because you haven't had the pitch standardized.
01:45:49Standardize the pitch, put it in 1,700 slides,
01:45:52and I'm talking like one phrase, one sentence max per slide.
01:45:56And so what'll happen is you should be doing
01:45:59something between one slide per six to 10 seconds.
01:46:02And what that'll do is it'll keep attention,
01:46:07because it's always changing, right?
01:46:09And make sure that you pair the visuals
01:46:11with whatever is being said on the screen,
01:46:13because it maximizes comprehension.
01:46:14- Okay.
01:46:18- And if no one goes off script, which they shouldn't,
01:46:20because all the words are on the screen, right,
01:46:22it dramatically decreases variability.
01:46:24So what I would say is take the best pitches
01:46:26that you guys have done of all time,
01:46:27take the transcriptions, put them into the AI,
01:46:29come up with a master transcript that includes
01:46:31all the pieces that you think are most compelling,
01:46:33and then put that literally one sentence per slide
01:46:35across all the slides.
01:46:37You'll have, like, do the words first,
01:46:39then add the visuals to the slides, and then run it.
01:46:42- Yeah, that makes a lot of sense.
01:46:48And would you say that is the area of focus, then?
01:46:50You think just get, would you just do more
01:46:52in-person previews then, like?
01:46:55- Well, you have the-- - Geographics.
01:46:57- Yeah, you have the model, right?
01:46:58The hard part is getting the model done.
01:46:59I'm assuming you have good margins.
01:47:00We'd run like 40, 50% margins, something like that.
01:47:02- Yeah. - Yeah.
01:47:03You have a good model already.
01:47:04And so, like, the idea of, like,
01:47:06let's change the whole model up
01:47:07because we had a constraint that we already know how to solve.
01:47:09I'm not, I'd be like, well, why don't, like,
01:47:11we have 50% margin of business,
01:47:12and we know what we need to do to double it.
01:47:14So it's like, we can go from seven million in profit
01:47:16to 14 million in profit with one move,
01:47:18and we train six people on a slide deck to say words.
01:47:20You can do that in a week.
01:47:22- So go all in on training the speakers.
01:47:27- Yeah. - And really dial in the ditch.
01:47:29- Because if you tried to compete online,
01:47:31it would be significantly harder,
01:47:32especially if it's not, like, the main game.
01:47:34- That's what I'm experiencing.
01:47:36That's definitely what I've experienced 100%.
01:47:39We find that we are electric at what we do.
01:47:42- Yeah. - And then every time
01:47:43we try to transition that, our model, our money model,
01:47:46just gets thrown completely in that environment, right?
01:47:50That we're really great at what we do in person.
01:47:52- Yeah, I just, like, the constraint was the pitchers.
01:47:56Standardize the pitch, and also the training itself.
01:47:59Like, you could sit in a room
01:48:00and have them just rotate through it,
01:48:02and they should be, like, the way that I train,
01:48:04this is, you have the deck, you do it,
01:48:06they should do it 25 times, 50 times
01:48:10before they ever do it in front of you.
01:48:11And that means that you go up, they do it at home,
01:48:14they record it, it takes 90 minutes,
01:48:15they take a breather, grab some water, do it again,
01:48:1790 minutes, takes a breather, grab some water,
01:48:19do it again, 90 minutes.
01:48:21And then what happens is, say, send me your best one.
01:48:24They send you the best recording, and then they do it,
01:48:27like, you give them feedback so you don't have,
01:48:29you can watch it at 2x speed, whatever.
01:48:30And then when you feel like they're good enough,
01:48:32they do it in person.
01:48:34So, your net time for you is very low.
01:48:37And the risk of them botching a pitch,
01:48:41which is obviously the biggest cost for this raw,
01:48:43significantly lower.
01:48:44'Cause if they say the right words, the right way,
01:48:48at the right time, they will close.
01:48:50And I promise you, I've swapped out speakers
01:48:52more times than I can count.
01:48:53If the pitch works, the pitch works.
01:48:56- Brilliant, we've definitely done that
01:49:00at the high-ticket boot camp model,
01:49:02and been out to do it really, really well.
01:49:04We've really struggled with, at the front end,
01:49:06but that makes a lot of sense, that if actually,
01:49:09if I drill the people a lot more down--
01:49:12- People are still gonna crave in-person experiences.
01:49:15They're gonna wanna get out of the bubble,
01:49:16people wanna connect.
01:49:17So I think it's a good model.
01:49:19- Yeah, okay.
01:49:21Well, thank you, and thank you for everything,
01:49:23'cause, you know, your work's been amazing.
01:49:25- Thanks, man.
01:49:26- Absolutely love it, and appreciate it.
01:49:27- I appreciate you, man, congratulations on the success.
01:49:31- All right, thank you.
01:49:31- Yeah, rock and roll.
01:49:32- Brilliant.
01:49:34- Okay, 16 years old.
01:49:37What should I do to become the richest person?
01:49:39Not ask that question.
01:49:40Some of you guys asked the question in the chat,
01:49:45my team's telling me, how do I ask questions like this?
01:49:49So starting March 1st, I'm opening up a community on school
01:49:54for million-dollar-plus business owners.
01:49:55The link is in the chat.
01:49:57I select people who are VIPs in said community
01:50:02for the calls, and so that's what we're doing.
01:50:05If you wanna join the waitlist, like I said,
01:50:09we're gonna open up March 1st, and then we'll go from there.
01:50:13But yeah, I opened it up at the launch and closed it,
01:50:15so it's been closed for six months,
01:50:16and so we'll open it up again in March.
01:50:17So join the waitlist if you want to do that,
01:50:19you can go there at the link.
01:50:20Again, it's for million-dollar-plus business owners,
01:50:22and the main reason that I put this together
01:50:24is 'cause I wanted to have something that was very low cost
01:50:29relative to the verifications.
01:50:32Yeah, sure.
01:50:37And it looks like we've got a surprise guest
01:50:41who's gonna be joining us, so you might wanna stay tuned
01:50:45'cause it's about to get raunchy and nasty in here.
01:50:48So let's see here.
01:50:51Sean Christopher, what will you do if establishing a business
01:50:55is nearly impossible because of high fees and laws
01:50:57that are against you?
01:50:57Go under the radar or save up?
01:50:59I just, I reject the premise of the question.
01:51:02Like businesses exist in every country?
01:51:06Even the communist ones, I'm pretty sure.
01:51:09So, I mean, save up to, you know,
01:51:13an LLC doesn't cost that much money.
01:51:15I think that's just a terrible belief that you need to fix.
01:51:22Layla, divinity is in you.
01:51:24What are we talking about?
01:51:25Layla, you don't wanna talk to me, I'm right here.
01:51:27I'm the only one on here.
01:51:28What are we doing?
01:51:29What are we doing?
01:51:29Okay, syndicate text.
01:51:35What is the best way to improve speaking mechanism-based IP?
01:51:39Wait, speaking, ugh, missed it.
01:51:41Okay, how do I become mentally sharp and articulate like you?
01:51:44Practice, man.
01:51:45Ray, I think I have a video coming out
01:51:49where I actually show some of the first content I ever made
01:51:52that you guys probably have never seen before.
01:51:54It's like fitness content.
01:51:56And it's chopped, as the kids say, right?
01:52:00Chopped, it's chopped.
01:52:02It's quite shitty.
01:52:03And so if you saw the first ones and you see it now,
01:52:06like you literally need to give your mouth more reps.
01:52:09God, that sounds tough.
01:52:10Okay, thoughts on AI cold callers.
01:52:19They exist.
01:52:20Some are better than others.
01:52:21And over time, they will get better than most people.
01:52:25Let's see here.
01:52:26What would you do in 2026 to get rich?
01:52:29If only I had like seven videos that had that title
01:52:33that all have completely different contents inside
01:52:34because we just prefer to name everything
01:52:36the same title of video because the same things
01:52:41what they were, no one clicked, very sad.
01:52:44With that being said, we have our special guest
01:52:46who's just destroying my carpet.
01:52:49That carpet's done it's time.
01:52:54Do I want a scoot?
01:52:56No, you can get nice and close to it.
01:52:59This is nice, right?
01:53:00I'll move up.
01:53:01All right, here we go.
01:53:04Isn't this exciting?
01:53:05Did anyone expect this?
01:53:07Okay, well how's she gonna hear?
01:53:10Are we gonna, you wanna do that?
01:53:15Okay, otherwise we're gonna have to do one of these.
01:53:17That's gonna be tough.
01:53:18Okay, I mean, it looks like they prefer you to me,
01:53:23which I mean, all things considered, trapped.
01:53:28Let's see here.
01:53:29Yeah, Alex at $29,56 a month, enterprise 500 million.
01:53:37So close.
01:53:39Do you think I should start an AI lead generation company?
01:53:42Yeah.
01:53:43I put all my time and hard work in within the,
01:53:46how much time can I become more rich than you?
01:53:47Well, I can't tell you the secrets, bro.
01:53:50Why would I tell you all my secrets?
01:53:52Why would I make hundreds of pieces of content
01:53:54every single week telling you exactly what to do?
01:53:56What?
01:53:57My hair routine is literally do nothing.
01:54:02Actually to the point where I think Layla is disgusted.
01:54:04It's so disgusting, dude.
01:54:05Yeah, I literally do not, I don't even use shampoo.
01:54:08It's like crusted.
01:54:10Yeah.
01:54:11Like it's crunchy.
01:54:11I generally--
01:54:12Not from product.
01:54:13Yeah, people are like, is that product?
01:54:15I'm like, no, that's just oil.
01:54:18That's just good old fashioned musk.
01:54:20Yeah, musk is what that is.
01:54:22It was like a, just, what are you doing?
01:54:26I was laying on my teeth.
01:54:27All right.
01:54:28Yo, Chris here is running ads for businesses too competitive.
01:54:31Now, come on.
01:54:33Is advertising too competitive?
01:54:34What are we talking about?
01:54:36How do you know if you're too niche?
01:54:38If no one exists that can buy your product.
01:54:40Oh my God, these are so ugly.
01:54:41How do you put it on your hair?
01:54:45I have too much hair, I can't hear.
01:54:47Are you gonna call somebody on?
01:54:49Okay.
01:54:51Oh my God, I have a chia seed stuck in my tooth.
01:54:55Yeah, and for those of you who are curious,
01:54:56Layla also has been known to, she did,
01:54:59she has a workshop inside of the school community
01:55:02I was referencing earlier just on people.
01:55:05And it is wild.
01:55:08Somehow--
01:55:08Have you watched it?
01:55:09Have I watched it?
01:55:10I live with you.
01:55:11I watch it every day.
01:55:13That's right.
01:55:14I am it.
01:55:15It has become one with me.
01:55:17Okay, for a new clothing brand, start by testing,
01:55:20are you telling me?
01:55:21Or what are we?
01:55:22Okay, I wanna get the 10,000 a month.
01:55:24I work with some client already in the AI automation space.
01:55:26I don't even know if that's a question.
01:55:28Okay, can we slow it down somehow?
01:55:33So I can read it?
01:55:34All right, so, Layla, you wanna alternate?
01:55:41Here, I'll ask you the question.
01:55:43Okay.
01:55:44So, I'm representing Dr. Jacob Gooden.
01:55:47Okay.
01:55:48Scroll up a little bit so I can see it.
01:55:49No, other way, down.
01:55:51There we go.
01:55:52Keep going, keep going, keep going, keep going.
01:55:54Well, I lost it.
01:55:55All right, sorry, Dr. Jacob.
01:55:57We had it, it was a very nicely worded question.
01:56:00Zach Fine, wait, oh.
01:56:02Zach Fine, 5739.
01:56:04Do you think starting a lean remodeling company,
01:56:07owner operator, is better than hiring subcontractors at
01:56:10or vice versa?
01:56:14(silence)
01:56:16I honestly just think it's trade offs.
01:56:22I mean, like, if you're looking at any kind of business
01:56:25and you're looking at the model, it's like, okay,
01:56:28owner operator versus the subcontractors,
01:56:30it's just like pick your poison
01:56:32of what problems you're gonna have.
01:56:34So when you have subcontractors, you have less control,
01:56:37you're gonna have more times or more problems
01:56:39with people being loyal, you're gonna have more problems
01:56:41with people being flaky,
01:56:44you don't have much control over them.
01:56:46If you have owner operator, you're gonna have more control.
01:56:49You're also gonna have more responsibility.
01:56:51You're gonna have more oversight, more compliance,
01:56:54but you're gonna have more loyalty, more stability.
01:56:58So I think you have to understand what your goal is
01:57:00with the business and what your goal is personally.
01:57:03For example, if somebody were to say, hey,
01:57:07should I owner operated scale my gyms
01:57:10or should I do a franchise?
01:57:14It's like, okay, well, what's the goal
01:57:15and how fast do you need to get to the goal?
01:57:18And I don't assume that everyone has the same goals.
01:57:20So it's like, maybe you wanna build a enormous business
01:57:23that can be the best in its niche,
01:57:26or maybe you wanna build something that you can sell quickly.
01:57:30Then I think you kind of have to know
01:57:32what goal you're optimizing for,
01:57:34which is why I'm really bad at answering questions like this.
01:57:37What would you say?
01:57:39- Yes, that's how Layla and I's marriage conversations.
01:57:44- All right, well, there you go.
01:57:48Okay, let me ask you one now.
01:57:50- Ask Matthew Browns.
01:57:54- No, I'm gonna ask whatever I feel like it.
01:57:57- Sorry, Matt.
01:57:58- How would you fix a car rental business?
01:58:01Problem is marketing big competition.
01:58:03Consumers want the cheapest option.
01:58:06- Yeah, it's a tough one.
01:58:07- So I'm guessing the rental is for-
01:58:10- Why do I have this on?
01:58:12- What?
01:58:12Oh yeah, we're not taking calls.
01:58:14- It ruined my hair for nothing.
01:58:15- I know, yes.
01:58:17Your hair is ruined.
01:58:18Oh my gosh, it was for nothing too.
01:58:20So my God, it sounded so loud.
01:58:24I was shouting before I had these headphones on.
01:58:26Okay, so you have to beat them nationally.
01:58:28You have to beat them in one specific market
01:58:29and do something better than them.
01:58:30And so, I mean like famously,
01:58:32Avis was number two in the market and was like,
01:58:34"We try harder."
01:58:35And fundamentally, that is the winning strategy
01:58:37for the underdog, right?
01:58:41Is that you have superior service.
01:58:42The nice news is that the people who are at the top have,
01:58:44I think, in my opinion,
01:58:45and you've probably had a terrible experience as well,
01:58:47back when we rented cars, pretty shit day.
01:58:50So I think beating them on actual service
01:58:53is going to be good.
01:58:54I think like probably leaning into the soft touch,
01:58:58things that might be less scalable and less efficient,
01:59:01but have more human touch might be a way to win in the paint
01:59:05in a smaller market and win one market at a time.
01:59:09But I'm not going to lie,
01:59:10like it's not going to be an easy business.
01:59:11It is largely commoditized.
01:59:15Like your Honda Prius versus somebody else's Honda Prius
01:59:17is quite literally the same product.
01:59:19That being said, there's a ton of demand for it.
01:59:21And so availability is going to be one.
01:59:24Obviously, you could phone it,
01:59:25but just like making sure that you have traffic
01:59:27and you have the ability to convert.
01:59:28And I think you should be able to outsell them
01:59:30in terms of upsells in the sales process.
01:59:33I talk about it pretty famously.
01:59:35In the Money Models book.
01:59:36And so make sure that that sales process is dialed
01:59:38so that you can increase it.
01:59:40How much you make compared to them.
01:59:41Drawing flowers, or what are we doing?
01:59:45- Hearts. - Hearts, nice.
01:59:47Okay.
01:59:48Okay, Lucien Dohen.
01:59:52- You have to ask me a question.
01:59:53- I am. - Okay.
01:59:53- Layla, two year super fan.
01:59:55I've consumed your content.
01:59:56- And he's an Alex's fan, so you have to save that one.
01:59:59- Okay, woohoo, yes, ladies power.
02:00:01So let's go there, okay.
02:00:02Let's go Matthew Brown again.
02:00:05- Yeah.
02:00:06- So what is your, I remember the question you had earlier,
02:00:09which is what is your highest ROI
02:00:10or best social media channels right now?
02:00:13Between the ones that you're working on.
02:00:15- YouTube.
02:00:16- YouTube, all right, that's number one.
02:00:18- Yeah, I would say probably YouTube and Instagram.
02:00:20- Mm-hmm.
02:00:22- What about you?
02:00:23- I would also agree that YouTube and Instagram
02:00:25are my number one and number two.
02:00:27- Yeah.
02:00:27- And yeah, that goes for everybody.
02:00:28I actually did a huge video that broke down
02:00:30all of our lead flow and where it came from.
02:00:32- Did you really?
02:00:34- Yeah.
02:00:35- Did it get good views?
02:00:36- Crushed.
02:00:38- Someone should link it there.
02:00:39- Oh my God, and so I think the way to think about it,
02:00:43and I rank them kind of S-tiered or whatever,
02:00:45but it was like how much discoverability is there?
02:00:48How easy is it to generate kind of purchase intent,
02:00:51so like calls to action?
02:00:53And so I'll tell you something that we found from school
02:00:55is that Instagram generates significantly more traffic
02:00:58than YouTube does, but YouTube traffic converts it
02:01:00like three or four times the percentage.
02:01:02And so YouTube is still, for most,
02:01:04'cause a lot of people who are on school
02:01:05who have communities have some content of some sort.
02:01:08And so, and again, to be clear,
02:01:11some people have like 1,000 followers,
02:01:12so you don't need a lot, you just need something.
02:01:14And so the people who have it,
02:01:17they track where, 'cause we can see attribution.
02:01:19YouTube is making them more money,
02:01:22even though Instagram sends more traffic.
02:01:24But the first one and two for most people
02:01:27are gonna be those buckets.
02:01:28We have seen that people do well at monetizing TikTok,
02:01:32if they send the traffic to Instagram.
02:01:34Don't ask me why, but that's literally the CTA
02:01:37that they'll have inside their bio,
02:01:38so just a tactical hack for you.
02:01:39If you have trouble monetizing your TikTok,
02:01:41make the CTA like DM me on IG,
02:01:44and then that enters like the Instagram world.
02:01:47And for whatever reason, people are way more likely
02:01:48to do commerce and transact on Instagram,
02:01:50especially for more expensive stuff.
02:01:52Now, that being said, you've got podcasts,
02:01:55you've got emails, things like that.
02:01:57Those are what I would consider middle of funnel.
02:01:58People don't really get discovered.
02:02:00No one's like, "I just found this new email newsletter."
02:02:02That doesn't really happen, it's follow-up.
02:02:04And podcasts, honestly, nowadays very tough
02:02:07to get discovered via podcasts.
02:02:09More realistically, you repurpose your YouTube content
02:02:13as podcast material, and people discover your podcast
02:02:16through your YouTube content.
02:02:18So if I had two platforms that I would bet on,
02:02:20it would be YouTube and Instagram in terms of monetization,
02:02:24and I've just seen that across creators.
02:02:26- Nice.
02:02:29How did you guys meet?
02:02:30Real Greg, there you go.
02:02:32- That's my question?
02:02:33- Yeah.
02:02:33- We met on Bumble, Greg.
02:02:36I don't know if you've heard about it,
02:02:37but it's a dating app.
02:02:38And Alex had, I think his profile was like--
02:02:41- That looked sick.
02:02:44- Owned, it's four gyms working out whiskey.
02:02:49- Cheap bourbon, expensive steaks.
02:02:51- Expensive steaks, sorry, sorry, sorry, something cheesy.
02:02:53And then you had a picture of you--
02:02:55- She says as it converted her.
02:02:58- And then you had a picture of yourself from college
02:03:02in the water from spring break.
02:03:04- My, she says that I was 25.
02:03:07College was not like that long ago.
02:03:09- I know, but when I met you, I was like,
02:03:12you don't look the same.
02:03:12- I was bigger.
02:03:13- And then we met for Froyo for our first date.
02:03:19And I think Alex wrote me off immediately
02:03:21'cause I have a back tat.
02:03:22- I did.
02:03:23- And he saw it with, by the way,
02:03:24I got when I was like 18 and drunk and high, so sorry, but--
02:03:27- Yeah, it was tough.
02:03:29- Then you immediately were like rude to me.
02:03:31Not rude, but you just were very--
02:03:33- I was trying to get the date over with.
02:03:34- Neutral, and then we sat down and started talking.
02:03:36Then you warmed up, and then I realized
02:03:37that you needed to eat.
02:03:39And that was part of it.
02:03:40And then once you had the food,
02:03:41I think you were much friendlier.
02:03:43- Nothing like sprinkles to cheer the day up.
02:03:45All right, I'm gonna ask you a follow-up
02:03:47that's business related.
02:03:48- Me?
02:03:51- Yeah.
02:03:52- Okay, what do you wanna ask me?
02:03:53- Okay, give tips on how to get into a relationship
02:03:55when you're working to get to your best life.
02:03:57Like start a business and risk stuff.
02:03:59I know what that means.
02:04:00Crazy Chris.
02:04:01- I think it's funny when people say
02:04:02I wanna have my best life
02:04:03as if a relationship is not part of your best life.
02:04:05Find that ironic.
02:04:06Because we, for example, have built our lives together.
02:04:11I think it depends on what kind of relationship you want,
02:04:13but in general, people are like,
02:04:16well, it's just really hard and I don't have time.
02:04:18I'm like, well, what do you think it's like
02:04:19when you're in a relationship?
02:04:20- Even less time.
02:04:21- It's even less time.
02:04:22So, yeah, it's interesting.
02:04:25- Stuff out there.
02:04:27- Damned if you do, damned if you don't.
02:04:29- I think there's one thing
02:04:30that you said to me last night, actually,
02:04:32was you were talking about something--
02:04:33- Not convenient.
02:04:34- What?
02:04:34- It's not convenient?
02:04:35- Yeah, it's not convenient.
02:04:36And I think that's the thing is just like right now,
02:04:39we have this big societal like narrative
02:04:41that everyone should maximize all options.
02:04:44And so it's all about freedom and independence and like--
02:04:46- Like maximum efficiency.
02:04:48- Yeah, don't let anything tie you down,
02:04:50all that kind of stuff.
02:04:51But the thing is, is like,
02:04:52I think it's about having options
02:04:54so that you can make a selection.
02:04:56The goal is not to always maximize options,
02:04:58'cause at some point you need to decide.
02:05:01And so the easiest way that I can think about this is like,
02:05:04let's say you're like,
02:05:06I wanna maximize the options of where I live, right?
02:05:08And so as a result, you'll not have a home anywhere.
02:05:11'Cause you're like, well, I wanna be able to do the mountains
02:05:13and I wanna be able to do the valleys
02:05:15and I wanna be able to do the desert
02:05:16and I also wanna be able to do the snow.
02:05:18And the thing is, is like there is no location
02:05:19that does all those things, right?
02:05:21Unless you're in the Dubai Mall.
02:05:22But the idea follows, which is that like,
02:05:25in order to reap some of the rewards,
02:05:27you do need to pick, and when you pick,
02:05:30we define commitment as the elimination of alternatives,
02:05:32which means that if you're like,
02:05:33you said differently, you cannot have a lifelong partner
02:05:36and then also have ultimate optionality.
02:05:38If ultimate optionality is the thing
02:05:40that is more important to you,
02:05:41then you will not have a lifelong partner.
02:05:43And that's the choice.
02:05:44And to be clear, I don't think either of us
02:05:45are saying there's anything wrong with that.
02:05:46Just know the trade you're making.
02:05:48- Yeah, it's not convenient.
02:05:49I mean, it's like pursuing anything in life.
02:05:51It's like it's not gonna be convenient
02:05:52and is it worth the trade?
02:05:55- Yeah, Aiden Watson, I'm gonna go definitively yes
02:05:57for pineapple and pizza.
02:05:59Preferably pineapples and jalapeno.
02:06:01And I speak very, very aggressively about that.
02:06:05- I like ranch with pizza.
02:06:06- Yeah, 'cause you're ranching mac and cheese on the inside.
02:06:10Okay.
02:06:11- I like pineapple too, but I like ranch and pineapple
02:06:13rather than jalapeno and pineapple.
02:06:15Jalapeno is spicy, spicy in, spicy out.
02:06:17- Okay.
02:06:19Everyone knows that's true.
02:06:22- Jesus, what are we, am I asking?
02:06:25I asked you, so you asked me more.
02:06:26- He's like, I'm gonna ignore that.
02:06:27We don't talk like this on my channel.
02:06:30I don't care.
02:06:30- Pick one.
02:06:34- Me?
02:06:35Okay.
02:06:35Two year super fan at 19, I consumed all your content.
02:06:41Thousands of cold calls, pushing seven figures.
02:06:43How do I get in a personal relationship with both of you?
02:06:45Didn't expect that one.
02:06:46- That took a twist.
02:06:47- Sorry about that.
02:06:48- I would have ignored that one
02:06:49had I read the whole thing.
02:06:51- Gets it 50 million.
02:06:54- That's not even true.
02:06:56- I know, it's not even true.
02:06:59I don't know.
02:07:00I don't know, to be honest with you, man.
02:07:03Actually, there is a way, which is like if we have a role
02:07:07and you're like, I wanna spend five years learning
02:07:09and lead something, you can apply for a role at ACQ.
02:07:12That's actually the way to go.
02:07:13- And we were with our team most of the time.
02:07:15- Yeah, oh my God, by a lot.
02:07:16I mean, we have like 18 exits on the team.
02:07:20Like, we have a lot of people who started business,
02:07:22founded businesses, sold them, and then joined our team.
02:07:25So, yeah.
02:07:26All right.
02:07:29My husband and I run an in-home therapy company.
02:07:32We're about 40K a month and spread throughout
02:07:34five or six different cities, staff in each location.
02:07:36Should we focus on one city or just scaling across all?
02:07:39This is Lauren, 1998.
02:07:47- Can I understand, it's 40K a month total?
02:07:49- Yeah, I'm gonna guess.
02:07:50- Honestly, I would focus on getting the revenue
02:07:55per location up and the profit per location up,
02:07:58'cause that's pretty thin.
02:07:59- Yeah.
02:08:00- Like, you know, and I don't actually know
02:08:03what a therapy clinic margins or revenue typically looks like.
02:08:06- But you know it's more than 6,000 a month.
02:08:08- Yeah, I was gonna say it's more than 6,000 a month.
02:08:10So, I would say that we need to figure out
02:08:12at what point can you expand and you've already optimized
02:08:17the model.
02:08:17So, we always say like you've gotta nail it
02:08:19before you scale it.
02:08:20You've gotta nail the model
02:08:21before you actually scale the model.
02:08:23So, that means, okay.
02:08:24- It's all about nailing models.
02:08:25I'm with you.
02:08:26- Got it.
02:08:28So, what this means.
02:08:29- Money models, money models, gold digger model.
02:08:32- What this means is, thanks for just ruining my life.
02:08:37What this means is that you need to know
02:08:42what's the first product you sell,
02:08:43what's the second product you sell,
02:08:45what's the third product you sell.
02:08:47You need to have the entire customer journey mapped
02:08:49and optimized in each location before you scale.
02:08:51Because think about how hard it's going to be
02:08:53to add in all those things after you've already hired people,
02:08:56trained them on the old model.
02:08:58So, what we always talk about with franchises
02:09:00and brick and mortar locations,
02:09:01like we've gotta get the model right in location one.
02:09:04Or if you have a couple locations,
02:09:05then let's just focus on that.
02:09:07We have to optimize it,
02:09:07make sure we can get our maximum revenue
02:09:09and profit per customer.
02:09:11And then we can look at scaling.
02:09:13So no, I would not keep doing that
02:09:14because scaling adds complexity.
02:09:16And it's very hard to, I like to say like,
02:09:19if you've got a rowboat, which is like,
02:09:21say you have one location, it's like steering a rowboat.
02:09:23It's easy to steer, you can pivot fast.
02:09:25But, oh yeah, camera's over here.
02:09:26- Good metaphor.
02:09:27Good metaphor.
02:09:28- But if you have the Titanic, it's slow, it's hard to steer.
02:09:32You could see an iceberg and you could turn it
02:09:33and it could still hit the iceberg.
02:09:35And so, you know, the more locations you have,
02:09:37the more you're like the Titanic.
02:09:38- RIP Titanic.
02:09:40- Yeah, rest in peace, Titanic.
02:09:41And you want to be like a rowboat
02:09:42when you're making these decisions.
02:09:44And so when you're building up a model,
02:09:46the ideal is to keep it as lean as possible.
02:09:48And I think you can get a lot more revenue
02:09:49and profit per location before you do that.
02:09:52- Okay.
02:09:54- Cool.
02:09:56- Any you like?
02:10:00- Oh, am I supposed to pick one?
02:10:02Dude, your questions are so different than mine.
02:10:07- They're better.
02:10:09- They're way more tactical.
02:10:11I mean, I'm used to ones about people
02:10:14and about systems management.
02:10:17It's just interesting.
02:10:18It's like I forget.
02:10:19What would you do if you were 18?
02:10:22- Oh my God.
02:10:22That's such an open-ended question.
02:10:24- Fine, okay.
02:10:25- Do lots of shit.
02:10:27Find something you're good at.
02:10:28Do more of it than other people.
02:10:29Do so much it's unreasonable that you will fail.
02:10:31If you do something so much that's unreasonable you will fail,
02:10:34you will not fail.
02:10:35- Yeah.
02:10:36You know, I think one thing that's an underrated skill
02:10:37is understanding how to ask a good question.
02:10:41And I think that that's something that,
02:10:42like for a lot of you guys in the chat,
02:10:44like understanding how to ask somebody a question,
02:10:46like specificity matters.
02:10:48So if you say, what should I do about what
02:10:50in what time horizon?
02:10:51What is your goal?
02:10:52What's the context?
02:10:53The more detail you can drop into the chat,
02:10:55the better answers you're gonna get from Alex.
02:10:57- So we just did a bunch, like an hour, two hours.
02:11:00I don't know how long it was of calls.
02:11:02Think about the structure of it.
02:11:04I'm doing this much revenue.
02:11:06My business is I sell this to these people.
02:11:08This is the problem I'm dealing with
02:11:10and I want to get to hear.
02:11:11That's it.
02:11:12Current, desired, blockage.
02:11:15That's the question, right?
02:11:16- Yeah.
02:11:17Now if you structure your questions in that way
02:11:19you're gonna get way better answers.
02:11:20- Yes.
02:11:21Short questions equal long answers.
02:11:23Which is not a good thing.
02:11:26Okay.
02:11:27- No, I'm not doing that.
02:11:33- All right.
02:11:33- It'll take forever.
02:11:35- I think it's for me.
02:11:37- You have to stack your skills again.
02:11:38Oh no.
02:11:39- Okay, here we go.
02:11:45I got one.
02:11:45It's based on Rudy.
02:11:46Rudy L.
02:11:47Rudel.
02:11:48Rudel 908.
02:11:50How do I go about hiring people
02:11:52for a liquidation slash resale business
02:11:55that's a hundred miles away?
02:11:57Meaning can't be there all the time
02:11:58but could stop by occasionally.
02:12:00How do I set up systems for it?
02:12:02- Why?
02:12:04It's like literally what my mind was like, but why?
02:12:07It's like if you were just starting something
02:12:12and you don't have any quote systems,
02:12:13it's like, well, what's a system?
02:12:15Like, does anyone actually know what a fucking system is?
02:12:17You know what I mean?
02:12:18And so what's not a system is people remember to do something
02:12:21and so they do it because they remember it.
02:12:23Checklists that exist in your head.
02:12:25People who know how to do things
02:12:26but they don't have any guidance that they follow.
02:12:28A system is when you have a prompt
02:12:31that I would say the prompt triggers a behavior
02:12:33or an action and it does not rely on memory.
02:12:36Like that's the easiest way I'll put it.
02:12:37Is that the most correct definition of a system?
02:12:39No, but people get it.
02:12:41And so in the beginning, in order to design a system,
02:12:44you really have like two routes you can take,
02:12:45which is like, are you gonna have automation
02:12:47that prompts people?
02:12:48Are you gonna have a person that prompts people?
02:12:50If you have a location where you're not there,
02:12:53in order to figure out how a system works,
02:12:54you need someone to observe what needs to occur
02:12:56and to watch the system.
02:12:57So the first place I would start is like,
02:12:59do you have someone that's like a general manager in place
02:13:03to watch, to watch the people, to watch the staff,
02:13:06to build the systems?
02:13:07Am I in favor of like always hiring that from the get go?
02:13:10No, but if you're that far away from your location
02:13:13and you can't be there all the time,
02:13:15maybe stop by occasionally.
02:13:17Like I'm writing a book on leadership right now.
02:13:20And one thing that's very obvious
02:13:21is like the presence of a leader matters
02:13:23because you have to demonstrate what good looks like.
02:13:25So if you're not there to demonstrate what good looks like,
02:13:27you need someone there to demonstrate what good looks like.
02:13:29And then once that person understands
02:13:31and sets the bar for what good looks like,
02:13:33then it's like now I can design systems
02:13:35to continue prompting what good looks like,
02:13:36which is like, okay, I have automation, I have reminders,
02:13:38I have checklists, I have all these things.
02:13:41But I think it's gonna be really difficult
02:13:43if you don't have eyes on the ground there consistently
02:13:46to monitor while you're far away.
02:13:49That's where I would start.
02:13:50It's like, if you're not gonna be there,
02:13:51somebody needs to be there.
02:13:52- Cool.
02:13:56- All right, I'm gonna ask you one last question.
02:14:02- Oh, one last one, that'd be good.
02:14:04- Okay.
02:14:05Yeah, I keep scrolling.
02:14:11- Did I get a good one?
02:14:12- Yeah.
02:14:13Oh, wait, wait, wait, I found a good one.
02:14:20Wait, wait, back up a little more.
02:14:22Stop.
02:14:24I recently got diagnosed with ADHD
02:14:26and I suppose it explains a lot of the inaction
02:14:27I've always had.
02:14:28Should I just try to take meds for it or is that cheating?
02:14:31Or should I just try to use willpower for more discipline?
02:14:34- Where'd you give me this one?
02:14:37- Well, what have people told you?
02:14:39- Oh my God.
02:14:43- How many times have you been diagnosed with something?
02:14:45- Well, diagnosed or people selling you an ADHD as well.
02:14:49So I'll tell you a speech that I gave
02:14:54to someone that I cared about deeply
02:14:59who let ADD, ADHD, and other letters,
02:15:04I think, ruin their lives.
02:15:07And so when I had the conversation with this individual,
02:15:11I said, "What you see as a handicap, I see as a superpower."
02:15:15It's all how we frame it.
02:15:16Somebody who has ADHD or ADD
02:15:19typically has a harder time abandoning tasks
02:15:22and can focus on one thing for extended periods of time.
02:15:28The issue is that when that happens,
02:15:30it's like everything else disappears.
02:15:32And so the idea that you have something
02:15:35or don't have something, medicate, done medicate,
02:15:38I'm not a doctor, listen to your own,
02:15:40whatever legal disclaimer we'll put below here.
02:15:42But at the end of the day, shit needs to get done.
02:15:45And most of the time you have other things
02:15:47in your environment that are more interesting to you
02:15:50than the task at hand.
02:15:52And so I will explain how I work
02:15:54and different people work in different ways.
02:15:56What has worked well for me
02:15:57as somebody who's very easily distracted
02:15:58is that I remove all stimulus from the environment.
02:16:01And so let me give you an extreme example.
02:16:04If I were locked into a room that had no corners,
02:16:07all white, everywhere around,
02:16:09and there was nothing but a single black dot on the wall,
02:16:12what becomes the most interesting thing
02:16:14that gathers all my attention?
02:16:16The black dot.
02:16:17And so there's probably a black dot in the room
02:16:20that you are right now watching this,
02:16:22but you haven't noticed the black dot
02:16:23because there are other things
02:16:24that are competing for your attention.
02:16:27And so in order to focus,
02:16:29focus is through subtraction, not addition.
02:16:33There is no productivity hack that works.
02:16:35The only one is by removing everything else
02:16:37that removes productivity.
02:16:39And so somebody who is fully focused
02:16:41does literally nothing but the work.
02:16:43And the best way to make sure
02:16:44that you do nothing but the work
02:16:46is to make sure there's nothing else to do but the work.
02:16:49And so fundamentally, I think for you,
02:16:51you would get a larger lift in your throughput
02:16:54for your work capacity by removing everything else
02:16:57that you do that is not what you intend to do.
02:17:00And that is my productivity hack for you.
02:17:04So whether you want to medicate yourself or not,
02:17:07that's your call.
02:17:08I don't think it's gonna change much.
02:17:11I'll say it differently.
02:17:12There's a lot of people I know who take Adderall
02:17:13who still can't get shit done.
02:17:15So I don't think it's gonna be like,
02:17:19you'll probably benefit more from just exercising
02:17:22and limiting the stimuli in your work environment
02:17:25so that you have minimal disruptions.
02:17:27And I think what you need to do
02:17:28is you need to confront the work.
02:17:30The reality is that most times it takes significantly
02:17:33less time to accomplish a task
02:17:35than you think it does once you begin,
02:17:37but you delay longer from beginning the task
02:17:40than the entire task takes in totality.
02:17:42And so this is the classic,
02:17:44it takes 20 hours to become proficient at almost any skill.
02:17:46It's just that people delay the first 20 hours by a decade.
02:17:50You just keep waiting for some perfect environment
02:17:52that's never gonna happen.
02:17:55- That was a great answer.
02:17:56- Thank you.
02:17:58I appreciate that, my love.
02:17:59- Shall we wrap?
02:18:02- We shall wrap?
02:18:03- What?
02:18:11- All right.
02:18:13We love you all.
02:18:14We appreciate you all.
02:18:15If you guys like these, real quick in the comments,
02:18:17because we need approval to fill the holes in our souls,
02:18:20drop a fire emoji so that we can see
02:18:23that you guys actually like this.
02:18:24And if you like the Layla, the Layla cameo,
02:18:27maybe we will do more together.
02:18:29Or as the Spanish say.
02:18:30- Unlikely.
02:18:31- Juntos, right?
02:18:33Rafael said juntos.
02:18:35Como si dice together, juntos.
02:18:38- Bye.
02:18:40- Got some buyers.
02:18:40Got some buyers.
02:18:41- Not that many.
02:18:42- Yeah, not that many.
02:18:44Not that many.
02:18:46- Tough.
02:18:47- Yeah, not right now.
02:18:47- I don't know what was happening before I came in,
02:18:49but it doesn't look good.
02:18:51- So yeah, for those of you guys who wanted to hop
02:18:52on the calls, you can click the link to win the wait list.
02:18:54Starts March 1st.
02:18:55Anyways, appreciate you all rock and roll.
02:18:57See you next time.