00:00:00This is Kyle and Ariel, a couple who runs a business that helps other couples who run businesses.
00:00:05They currently do about $480,000 per year, but they're stressed because it costs too much money to acquire to customers and they're maxed out on time.
00:00:11I'm Alex Remozie, I own Acquisition.com. It's a portfolio of companies that generate $250 million in aggregate revenue per year.
00:00:18And I just happen to know a little bit about the couple-runner scenario since I started Acquisition.com and GemLaunch with my wife, Layla.
00:00:24So I figured they got to fix their offer to make it more valuable to their customers and make it more scalable so that they're not responding to individual text messages 24 hours a day.
00:00:32Dum dum, dum dum.
00:00:34Hi, Sharks.
00:00:36What's up?
00:00:41Hi, my name is Kyle.
00:00:42I'm Ariel.
00:00:43And we are the founders of Couplepreneurs.
00:00:45Over the last 12 months, we've generated about $480,000 in revenue, $206,000 in profit, which takes us to about 43% profit margins.
00:00:54Okay, so who do you help?
00:00:56We help entrepreneur couples.
00:00:57So these are couples who either run businesses together or couples where each partner owns their own individual business.
00:01:04Typically, the businesses we work with do about $150,000 annually minimum.
00:01:08And their primary desires are to make more money in business, to work better together as a couple, and to free up more time for each other and their family.
00:01:16Do you know who's the one who tends to be attracted to the message?
00:01:18Is it the female or the male?
00:01:19Usually the woman, yes.
00:01:20For sure.
00:01:21Oh, yeah.
00:01:22I figured.
00:01:23So how do you help them?
00:01:24We help the couple grow businesses as a couple as efficiently as possible.
00:01:28So we do this with two offers.
00:01:29The first is what we call the Rise Together Mentorship.
00:01:31It's a 12-month program that consists of weekly group coaching calls.
00:01:35And this program is really focused on helping the couple work better together and just improve their working dynamic.
00:01:41Our second offer is called the Couplepreneur Accelerator.
00:01:43This is also a 12-month program, but it's much higher touch.
00:01:46And the main focus of that program is developing a business growth plan for the couple that's based on their business model, their strengths together, as well as their schedule.
00:01:53And then helping them and coaching them through the implementation process.
00:01:57We do also have annual live in-person events.
00:01:59Our next one's actually coming up on April 10th and 11th of this year.
00:02:02What's that included with?
00:02:03So we invite all of our clients to that, but we also sell tickets to it as well.
00:02:07Interesting.
00:02:09And you use that as one of the bonuses for both levels?
00:02:11Yes.
00:02:11100%.
00:02:11Yeah, it's a fast action bonus.
00:02:12It's an incentive, yeah.
00:02:13Interesting.
00:02:14Okay.
00:02:14For offer number two, the Couplepreneur Accelerator, we customize an action plan based on the couple's schedule, the business model that they want to approach as a couple.
00:02:23So we're heavily customizing an action plan on the front end for offer two.
00:02:27How long does that take?
00:02:28About a total of four to six hours to go through everything and then do a call with them.
00:02:31Yeah, and then the other time constraint in offer number two is the fact that they have access to us in Slack like periodically throughout the week.
00:02:38Yeah.
00:02:39Periodically, what does that mean?
00:02:40That means at any point they can ask us questions.
00:02:43Make sure that we're clear on them.
00:02:44Yeah, we respond.
00:02:46We tell them we'll respond within 24 to 48 hours, but they do have daily access to us.
00:02:50You're Slacking all day.
00:02:51Yeah, pretty much, yeah.
00:02:52Ding, ding, ding, we have problem number one, which is that they have given unlimited, unfettered, unrestrained access to them personally, which makes it very hard to actually run a business.
00:03:03So maybe we might be able to sell people something they still find just as valuable that they're not going to use all day all the time.
00:03:10How do you make money?
00:03:10The Rise Together Mentorship is $5,000 if paid in full or 12 installments of $500 a month.
00:03:17For that, the couples get weekly group coaching calls with Ariel and myself and the rest of the community.
00:03:21What's the split?
00:03:22Oh, it's about 50/50.
00:03:23We also record those calls as well.
00:03:25So we'll take the call recordings, we'll upload them into a training portal where the couples can watch a replay and they can get access to other templates and cheat sheets as well.
00:03:32We have a private Facebook group for accountability based on the steps that we give the couples per week.
00:03:37And we also do these fun things called quarterly date night challenges.
00:03:40Yeah.
00:03:40This is where we incentivize the couple to go on at least one date night per week.
00:03:44Do people like that?
00:03:44Oh, they love it. It's like their favorite part.
00:03:46The date night challenge is probably like the number one thing that keeps people buying from us.
00:03:50Yeah, we're going to talk about that.
00:03:51So with this cheaper one, basically, it's just a weekly call.
00:03:55Yeah.
00:03:56Yes.
00:03:56That's what they get.
00:03:57Yeah.
00:03:57The Facebook group's mostly community and then our customer service person holds them accountable.
00:04:01Oh, okay. Let's talk about the second one.
00:04:02We do the quarterly date night challenges in both programs, but we also do a lot more in the Couple Preneur Accelerator.
00:04:07So that's $25,000 paid in full, $2,500 a month if they choose the payment plan over 12 months, and that includes quarterly two-on-two private strategy calls where we map out their action plan.
00:04:17Yeah.
00:04:18It also includes weekly small group coaching calls, which are mostly just Q&A based, and we also hold them accountable to their weekly priorities inside of Slack.
00:04:26This is also where they can ask us questions.
00:04:28If you eliminated Slack, how much time would you give back?
00:04:30Probably, what, 40%?
00:04:31Jesus.
00:04:32It's also the cost of disruption.
00:04:33I will say, though, Slack is usually people's favorite thing because it's like having us in their back pocket.
00:04:40I like where you're going with this, though.
00:04:41We're going to take some axes out.
00:04:42It'll be good.
00:04:43There's music to my ears.
00:04:44Love it.
00:04:45They made the mistake of running out of time on their high-touch thing and then making a low-touch thing, and the cost to our customers for the low-touch thing was the same as the high-touch thing, which made all their economics of the business stop working.
00:04:56And so the real constraint they had originally in the business was that they were supply-constrained.
00:05:01And so rather than solve the supply constraint, they basically just built a whole other product.
00:05:05What they probably should have done is just say, "I wonder if we could sell the same thing without all of the demand on the backside for our time.
00:05:11If we did that, we could sell three times as many people.
00:05:14So cool, do that."
00:05:15If you were to talk to my team, you would know that the number one question I ask when they just vomit a whole bunch of information on me is I just say, "What problem are we solving?"
00:05:22When they decided to start this other product, they might not have been clear about the problem they were solving or asked the second question, which is, "Can we just solve this problem in another way that doesn't include us starting an entirely new business, an entirely new acquisition strategy, and making another product?"
00:05:35And the answer is yes.
00:05:35So how do you get customers?
00:05:37So we use a challenge funnel, which means we use Facebook ads.
00:05:39We run to a five-day free virtual challenge that we host inside of a Facebook group.
00:05:42And then on that challenge, we do teaching, training, Q&A, and then we lead to a sales call.
00:05:46How long is each of the sessions?
00:05:48One hour.
00:05:50And what's the drop-off between day one and day two?
00:05:52On average, we go from about 9% down to 4% to 5% on day two.
00:05:56So you lose half between day one and day two.
00:05:58Okay.
00:05:59And you're getting only 9% of people to show up to day one?
00:06:02Yes.
00:06:03So we'll do about six of those challenges per year, and our average ad spend per challenge is about 19,440.
00:06:09We do also get some occasional sales from some other places, one of which is guesting on other people's podcasts.
00:06:14We also have a setter on our team who will reach out to people via social media messenger and book calls for us.
00:06:19And then we host our annual in-person events, which some sales can come from as well.
00:06:22What percentage come from top versus bottom?
00:06:24I'd say 90 to 95%.
00:06:26We really would love to get Alex's feedback on this challenge funnel because we spend a lot of money on these challenges.
00:06:33Sometimes they make money, but other times we'll lose money and have to spend months recouping the costs.
00:06:37Okay. So what are the problems?
00:06:39So we have three primary problems.
00:06:41Our first is our cash flow cycle, which means it can sometimes take months for us to make back the money that we spend on new customer acquisition.
00:06:48Our second big problem is just improving overall conversion.
00:06:52We've recently noticed some drop-off in attendees for our five-day challenges, which are our main way of generating new leads and new sales.
00:06:59Our last big problem is just our own time constraint.
00:07:01We are almost at max capacity for delivering on our services just due to the amount of customization that's involved.
00:07:07Fixing these problems matters a lot to us because we went through what we call the anti-honeymoon stage when we first got married,
00:07:12which is where we were trying to figure out how to be business owners, but also still a married couple at the same time.
00:07:16So being able to reach other couples and help them sidestep some of the issues that we went through is really important to us.
00:07:21Okay. So what's sales velocity? So how many sell a month?
00:07:23So we do these challenges every two months, and this is what a typical challenge will look like.
00:07:27We'll generate about 511 leads and/or registrants for the challenge, and the average challenge attendees are 26.
00:07:35So 26 out of the 511 will actually show up to the live sessions each day.
00:07:39Out of that, we will typically book 12 sales calls, we'll hold 10, and we'll close six sales.
00:07:44And currently, right now, between both of our programs, we're working with 42 couples,
00:07:48and we've only had four clients churn over the last 12 months, and that's really just due to payment issues.
00:07:53So right now, the company is Y'all.
00:07:55Yes.
00:07:55Zuck.
00:07:56Yeah.
00:07:56You have a CS person on the back, and you have a setter on the front.
00:07:58Exactly. Yep.
00:07:59What other stuff you got? Anything else?
00:08:01Because we just used Facebook ads to generate leads and sales in 2024, here are the total numbers for the Facebook ads.
00:08:08There's obviously a lot of numbers here, but some of the numbers that really stand out to us is the extremely high cost per average attendee at $815,
00:08:15and our average attendees show up rate of 5.25%.
00:08:17That being said, on the plus side, if people show up, they have a 49% chance of booking a sales call with us.
00:08:23That's why the average attendee to sales call book ratio is 49%.
00:08:26I feel like we're going to be able to fix this, but I think it's going to be really elegant, and it'll probably grow the company a lot and make you a lot more money.
00:08:33There's a version of the business that I like that I think would make this great.
00:08:37The fact that you like the date night and everybody likes the date night.
00:08:39Instead of doing a five-day challenge, just do a four-hour date night and crush the full four hours in one pitch.
00:08:44You get twice as many people there, and apparently even more will show because it's a date night,
00:08:48and you can still provide all the value you normally do, and then just close.
00:08:51So frame it like couples are coming together for a date night.
00:08:54You can actually probably break a record around that, too. In the ad, say we're going to do the world's biggest date night.
00:08:58Yeah. Okay. Cool. I like that.
00:09:00But the thing is that we actually have to solve this back to front.
00:09:02So I do think that's a better way to convert, and I'll get into the tactics around that, but it's kind of a blah offer.
00:09:06Now, the way that you guys deliver and all that stuff, fine. People like it.
00:09:10But I'm just looking at what am I getting here. I'm not super stoked about it.
00:09:13I'd rather solve for, we have this other thing that makes us a ton of money.
00:09:17How can we pare that down so that we can still sell that at that price point, but have five or ten times the capacity?
00:09:24We're going to go deep dive on the offer. So the back end high ticket offer.
00:09:28So right now we have Slack, the calls, right? Two on two.
00:09:33Yeah, quarterly, two on two.
00:09:35Quarterly. Okay. And how long is that?
00:09:37The first one is 90 minutes. Every other one is one hour.
00:09:39Okay. Got it. What else is there?
00:09:41Weekly group calls.
00:09:42Weekly group. Okay. That's not that bad. All right. What else is there?
00:09:45I would say groups, whatever. And some modules, et cetera.
00:09:48Yeah, online modules. And then in addition to the two on two quarterly calls,
00:09:51the first one, we do a deep dive looking at their website.
00:09:54And that's the four to six hour thing?
00:09:55Yes. Yeah.
00:09:56So we'll go deep dive. That feels like a separate deliverable to me.
00:09:59Yeah. So the first quarterly call is longer and it takes more prep time.
00:10:03So I'll just say this times three and then that one times one.
00:10:05Yeah. Okay. This is current.
00:10:08There's also this other piece because you have this bonus of in-person, right?
00:10:10Yes. Yeah.
00:10:11So what I'm doing here is before I dive into recreating an offer,
00:10:15I'm actually going through the process live with them,
00:10:18which is I want to understand all the resources and assets that we have at our disposal.
00:10:22In the offers book, I cover this in creating your grand slam offer part two, the trim and stack.
00:10:27The first part is listing out all the stuff out.
00:10:29And then the second part is, okay, now we have all these list of things.
00:10:33How are we going to cut it and combine it and package it so that it's the leanest and the most valuable?
00:10:39Because fundamentally, we don't want to just like offer a ton of stuff.
00:10:42We want to offer the few things that people really want and then just remove everything else.
00:10:46So this is the 100 million dollar scaling roadmap and they are at stage three, stabilized.
00:10:51So they have a very small team, one to four.
00:10:53And let me read some of the constraint they're probably dealing with.
00:10:55People aren't buying fast enough, which is the cash conversion cycle.
00:10:58So they're not getting paid fast enough. They're wasting time with bad leads.
00:11:01They don't have enough time to talk to good leads.
00:11:03They're not sure what to fix. Everything's going wrong. Right.
00:11:05And customers feel lost. Now, this one, maybe you don't feel as much on the customer service side,
00:11:10but they've made up for that by just providing full time slack access at all times to them.
00:11:13So really, they're feeling lost. We can fix the thing that they complain about most from a product perspective,
00:11:17which is this is partially they're complaining about it,
00:11:20but it's also from a customer angle of what are all the things that we provide the most value
00:11:24and then recombining those to make the most valuable offer. Decide on basic qualifications.
00:11:28Right. So they had this cheaper thing. It's like, well, who do we really want to serve?
00:11:32Let's make a product for them, not a product for everyone, which then ends up serving for no one.
00:11:37By the way, if you want to know where you're at on this scaling roadmap, it goes from zero employees all the way to five hundred plus.
00:11:42We break it down by eight functions of product marketing, sales, customer service,
00:11:45IT, recruiting, human resources and finance where people get stuck there and how to get through it.
00:11:51This is my gift to you. It's absolutely free. You can go to acquisition.com/roadmap.
00:11:54And if you want my team to actually help you with this for your business,
00:11:58you can schedule a call with them and they'll dive into the business.
00:12:01And if it makes sense to invite you out, we will. And maybe we'll see here in Vegas.
00:12:05I think you're messing this one up. I think this is one of those valuable things you do.
00:12:09You could functionally charge twenty five thousand dollars a year and have two getaways a year guaranteed.
00:12:14And so you could say like, think about this as marriage insurance. We're going to do all the other stuff.
00:12:19But you guarantee yourself that you're going to have two amazing times per year.
00:12:22And when you look back on your life, most of the months kind of blend together.
00:12:25It's just the little spikes that are the moments that you remember. That's what we're going to help you build.
00:12:29I think we do 2x per year in person. And I think you should position it like getaway rather than conference.
00:12:35OK. And also, you guys will have a great time to get away, too. So like, it'll be fun for you.
00:12:40So what I would do if I were you guys is I would go do the whole experience with them, whatever, two days.
00:12:44And then stay two days after for you guys and unwind. We want this right.
00:12:48Yeah. And what do you think you're going to do at the in-person event when they're all there?
00:12:51At the moment, just planning on doing renewal sales. Yes. Yeah. Good. That's what I'm going to do.
00:12:59And so basically, we have two in-person events. We're eliminating slack. That's for sure. Screw slack.
00:13:04I feel so good. Thank you. Yeah, you're welcome. You feel lighter. I would almost rather you get rid of those.
00:13:08The weekly group calls. Yeah. Because I don't think anyone's like, I'm staying for the group calls.
00:13:12You're right. They probably stay for this. You're right. Absolutely.
00:13:15Because when we survey our clients, the weekly group calls are usually the least favorite.
00:13:18Let me tell you a secret. What a lot of people do is that they will try and add as much as they possibly can.
00:13:23The goal is value per bonus. Basically, the way that I think about it is each thing we add on its own should be worth the price of the whole thing.
00:13:31Simplicity is the ultimate in business. Simplicity makes for simpler marketing.
00:13:38It makes for simpler selling. It makes for simpler delivery. But the problem is that complexity always rears its head.
00:13:43People want to overcomplicate things. You want to have four or five benefits in one ad because you think they're all important.
00:13:48But the reality is that you weren't able to prioritize the one that mattered most for the specific avatar that you're trying to advertise to.
00:13:53We could include a hundred things, but there's typically only one thing that gets someone over the hump.
00:13:59People decide to buy because they hear something like, "Ooh, that's the one." And then they're in.
00:14:03And so we just want to make sure that we make those details as compelling as humanly possible and then limit the details that we choose to talk about.
00:14:11To quote Jack Dorsey, founder of Twitter, "Make all the details perfect. Limit the number of details."
00:14:17The main value ads are we're going to meet with you. We're going to do a deep dive. You're going to come out twice a year.
00:14:22Yeah. Love it.
00:14:23If you want to have the group, I would say this is for y'all, but this is not support. This is not you tag me in every single post kind of thing.
00:14:31This is if you want to connect each other, then this is the way. Basically, you're more curating the experience than you are doing a whole bunch of stuff in there.
00:14:39Yeah.
00:14:40Okay. So I think we go deep dive, which is fundamentally just a blogboarding. So you'd want to do that anyways, right?
00:14:45Two and two quarterly times three, and then you have the group, which is not going to be a lot. Okay?
00:14:49So if we're looking at the total delivery time, this is 60. So this is three hours, right? Let's just call this six. So it's nine hours.
00:14:59And then you have the two events a year. So basically, let's just call it 10 plus this is fixed between everybody.
00:15:04Ten hours per couple is the cost. You make $25,000. And so realistically, the cap is going to be these two.
00:15:13This is now the new cap of the business, not all this other stuff. So how many quarterly hauls can you take?
00:15:18First initial strategy session does take, you know, a considerable amount of time. But after that, I think we could do five per day.
00:15:25You wouldn't do five per day. You wouldn't do it. You can do it physically. I'm saying, what are you willing to do? I know what you can do physically.
00:15:31I'd say probably two per week.
00:15:32If you said five a day, not two a week, I'm like, okay, so we have a 12x differential between you guys?
00:15:37Maybe five per week.
00:15:38Yeah, five per week. And you do one day where you just do five.
00:15:41Yeah, exactly. We try to batch them.
00:15:42So that means that you'd max out at 60 because you're doing 12 weeks, one a quarter times five. So that maxes you out to 60 clients.
00:15:50I don't love that. I'd love to be higher than that.
00:15:53How do we get you to 150 clients? That's what I like to reverse engineer.
00:15:57Because we get you to 150 at 25, let's call it 30 because a lot of people are going to be on payment plans.
00:16:03Then that takes you to four and a half, which is 10 times what you're currently making earlier, which feels chill.
00:16:08On my scale of chill, it's chill.
00:16:09Yeah, I mean, it's pretty chill.
00:16:10So 12 weeks, if we could get to 15 a week.
00:16:14Now, again, this is what we have to deliver on.
00:16:16We could do a smaller group of four and have it be 90 minutes because then on Monday you could do four 90s, six hours and see 24.
00:16:30And 24 times 12 is even more than that.
00:16:33When you are supply constrained, you can either raise the price so fewer people buy and the people who buy you get paid more for.
00:16:40Or you change the ratio of delivery, meaning you go from one on one to one on four to one on six to one on many.
00:16:47Or you productize or you hire people.
00:16:51So we have a lot of different ways that we can solve a supply constraint.
00:16:54We're going to change what we deliver and make it into a product.
00:16:56We're going to change what we deliver slightly by delivering it to more people at once.
00:16:59We're going to keep it the same number of people, but we're going to raise the price we make more per person.
00:17:04Or we're just going to hire somebody else to do it.
00:17:06All of these are potential solutions.
00:17:08But I'm going back and forth with them to figure out which one makes the most sense.
00:17:12They were a little bit cash constrained and I didn't get the impression they wanted to have a big team.
00:17:16The next one is the price.
00:17:18Now they were already struggling to sell the higher ticket thing.
00:17:21And so like I don't think we have room to go three or four times as high because that's what we would need to do in order to make a pricing move that would make sense.
00:17:28So this one's out.
00:17:29And then we have the productizing.
00:17:31Now they already did a productized version, but they can't sell it at the price that they're selling their expensive thing.
00:17:36So this one's out now.
00:17:37This is basically the only thing that's left on the map that I see as a high likelihood solution for where they're at right now, which is why I recommend.
00:17:43The other factor I guess to consider is our dream state of this business wouldn't necessarily involve us being so heavily involved in.
00:17:50It's only one day a week.
00:17:51True.
00:17:51That's true.
00:17:52Yeah.
00:17:52I'm working on one day a week here.
00:17:54Yeah, yeah.
00:17:54No, I like that.
00:17:56Millions of dollars in work one day.
00:17:57I'm like, okay.
00:17:58Yeah, yeah, that's fair.
00:18:00Yeah, our goal is eventually to be able to have coaches that can deliver on it as well.
00:18:05I will be super candid with you.
00:18:08Most coaching businesses fail at scale.
00:18:10And it's because if you have some unique skill set or your personality, whatever it is, like your X factor, if it's easy to teach, it's not valuable.
00:18:21And in order to have coaches who come in who can deliver the same level of value, it's going to be hard to teach.
00:18:25So either you're going to have the issue of like, I'm going to bring someone in and they can walk with the customers or more likely you'll bring someone in and train them up in a weekend and they'd be like, this is now the person doing delivery.
00:18:34Now, then you're going to claim it's your system and all the other stuff.
00:18:37I've never seen really anyone get above 30 ish million a year in that space.
00:18:42And so the people who get above that typically have a more distributed model.
00:18:46So what I mean is this is y'all's X factor.
00:18:48So let's say we have all these little shot glasses here.
00:18:52And on the other side, we have full, full same size bottles.
00:18:56OK, scenario one, I just pour this into the shot glasses.
00:19:02OK, scenario two, I poured into the big glasses.
00:19:05Then I take this and fill it up to the top so that it's the same, same amount.
00:19:10What you end up having, this is the coaching model.
00:19:13You're going to get the same amount of time. You're going with this person.
00:19:15They're not as good as me. It's going to be really diluted X factor versus would you rather just have a little bit less, but you have the full me, the full X factor.
00:19:24And in my opinion, this model still is better because then you just keep getting better.
00:19:29Now, if you're like, OK, well, we don't want to be key man.
00:19:32I'd rather get you to four million a year. Yeah. And then we can deal with that problem.
00:19:36When he did the whole Gatorade analogy, that was very powerful because we don't want to dilute the value of what we offer.
00:19:43And for many coaching businesses, you feel like you have to just by hiring other coaches to coach for you.
00:19:48So that was a really powerful paradigm shift. Every one of these solutions that I just outlined have businesses that have succeeded with them.
00:19:56The question is, which problem would you rather solve?
00:19:58If you decide to do the hiring path, then you're going to build basically a firm of partners to do this service for other people.
00:20:06The problem is most people who are in this world who are influencers or creators, whatever, they have some sort of X factor and people come for them.
00:20:13And so when they try and hire staff, they just say, oh, here's my buddy.
00:20:16I spent a day with him to try and teach him my method. And now he's going to deliver it.
00:20:20If this is such a complex method, if you can train somebody up on it in a day or two, it's probably not that complex or it is that complex and you're just saying it's not that complex and just putting them in front of customers because you don't want to do it anymore, which is laziness.
00:20:34And also, you're probably not paying them what would be required to get somebody who's actually as good as you or better.
00:20:39And so the business you build here is a recruiting, training and culture business.
00:20:44If you want to have a productized version of this, then you're going to be leaning heavier into marketing and sales because the delivery is going to be more or less automated or productized.
00:20:51This allows you to scale more easily from an acquisition perspective. But then you've got to learn how to market and sell at an even higher level.
00:20:57Then we have these two. So if you're a pricing, then what you're really going to get into is the branding business.
00:21:01Right. Because in order for them to command super premium prices, let's imagine they only have 100 customers.
00:21:06They say we never want to get over 100 customers and we want to grow this business.
00:21:10It's like, well, then the only thing we can do is just keep jacking price in this scenario. But the only way we're going to get people to continue to buy is that we have to reinforce this brand loop where every time we have these 100 customers, their lives improve by so much.
00:21:20They create these amazing stories for us. They bring their friends.
00:21:24And then over time, because we have supply and demand, right, as a nice little X factor here, the price would continue to go up as demand increased.
00:21:31Right. But we're keeping supply fixed. Now, the ratio, which is what I recommended for them, I want to say kicks the can down the road.
00:21:38And what I mean by that is they're just going to get better and better just because you get more practice if you're the person who's got the X factor.
00:21:46And so they're going to get more practice. So even though people are going to get shot glasses of them, it's going to be more and more concentrated shot glasses, which means they can keep dividing it over and over again as they get better and better.
00:21:55And so the value per person actually can stay fixed as they improve. Ultimate version of this is look at Tony Robbins business.
00:22:01We got one guy and he's on stage in front of 10,000 people and they all pay $5,000 to be there because he can command that price because he's so good on stage that people are still thrilled, even though they're in an auditorium of a zillion people.
00:22:14In the ratio business, the business that you're really building there is they're just continuing to do what they're doing and they're just going to be able to drive more and more profit in the business.
00:22:21And we personally enjoy the events probably the most. Yes. Everything we do in the business.
00:22:25This would probably be my V1. My V2 would be, can we just sell three a year? And then I would just basically position it as, listen, right now you're not spending the money because, and you know you should.
00:22:35This will guarantee that you have it. And also you split up the days. So it's 50/50. So it's like, we're going to be doing some stuff together, but like it's also y'all's vacation. So take the day.
00:22:43The thing is, is like, it's okay because you block the, like the values you made them block the time and come out and do it, make a cool experience. When Alex said, don't worry about key man risk. We felt a sense of a relief because we felt like we had to just take what we do and go multiply it with other people, but realizing that we can just not have to worry about that right now and focus on what it is that we do best and grow the business in that way makes it feel a lot more simple and allows us to, again, just do what we love to do and serve the people that we love to serve.
00:23:09So I think this is V1, but let's solve the money thing here. If you're willing to do two days a week, then that would get you to 120. So that takes you to three ish million.
00:23:17It's better than five days a week at what we're currently at. Yeah. Yeah. Love that for you. Okay. So this to me is, this is no longer the backend offer. This is just the offer. That's thing one.
00:23:31And by the way, for the record, we do like serving our clients. So it's not like they're bothering us. Oh, of course. Of course. Of course. Clients, they're very happy to start to deliver and they're very grateful. And congratulations for everybody who got the $5,000 thing. It will never be sold again.
00:23:47The second thing is going to be our acquisition model. Okay. So you guys are doing the five-day challenge. So if I wanted to make the lowest risk bet, my lowest risk bet would be run the playback again and now sell the thing that you should have been selling this whole time.
00:24:03If I wanted to be spicy, which why not? Yes. My spicy version of this is you run date night and you make it two to four hours and then you just pitch right at the end. So the reason that I'm a big believer in this is that there's a certain amount of information that someone is, that is required for someone to make a decision.
00:24:18We can spread that in five hours over five days, or we can do one five hour session. If I had to pick between the two, I'd rather do the five hour session. And the main reason is because like I can weave a lot more things in. I get like, you're kind of like in state, you're in flow, it's top of mind. You're like there rather than having to remember each time to come back to this thing.
00:24:35And so you'd also have twice as many people that you'd be pitching to. If your position is a date night, no one's, oh, I'm going to do this date night for 60 minutes. It's not a date night. So I think having it be extended, you already have permission based on the nature of what a date night normally is.
00:24:46So this all makes sense. This is your activity for the evening. We got you covered. This has already been demonstrated across lots of industries that just super long single day or half day events can be incredibly compelling for selling very high ticket things.
00:24:57When someone gets three or four hours with you in person, they get a pretty decent vibe about you and your expertise and whether they want to make a buying decision.
00:25:04So they would actually do a real date night and just go in. Yeah. And we're just talking through a different.
00:25:09Yeah. And I think you do it on like, this would be like, break all the internet marketing rules, but you should do it on like a Friday night. Yeah. If that's hard, then it's like you could test it and be like, it's Thursday night.
00:25:17But from all the math that I've seen, doesn't really matter what day you run it. So you can believe whatever narrative you want, but at the end of the day, I don't think it's going to matter.
00:25:25Okay. If we do do tomorrow, I'd say just run the play. You already know it's already built out and then just offer the better offer.
00:25:30So what we need to do here, and this is actually super common in a lot of businesses, you have to pull cash before.
00:25:34So number one, one of my preferred methods is you can do layaway, right? Which is you can pay on whatever plan you want, but you won't get delivery until you pay XML.
00:25:42Like until you pay a third, we don't start, but you can pay, you can make it as flexible as you want. But a lot of people are like, I'll just pay a third now and then start the payments.
00:25:49Okay. And then that way you can pull a lot more of that cash up front. So we wouldn't even start the service until they get to that point.
00:25:55Yes. You could do an homework recall or something like that. So you're just to be like, Hey, congratulations. We're excited to have you, you know, why do this community, but we're not going to start doing the deep dives and all that stuff until, until you, until you pay.
00:26:06The way that that would help solve the cash flow issue is the idea is that most people would be like, screw it. I'll just prepay the first quarter.
00:26:11Okay. Now that's kind of option A. And I would just recommend doing, ask for the quarter up front, which is basically the way it works is it's nine K down.
00:26:21And the reason we do this is because the deep dive we do is really intense and it costs us the most out of everything that we're going to provide for you.
00:26:28All right. In terms of our time, basically you sell that. And then I would just immediately start the payments, whatever it is, 2,500 or $3,000 per month after that.
00:26:36But I would start immediately. It's not like you pay nine, don't have to pay. And then you have the next thing because then you're going to have a turn.
00:26:41Okay. The thing here is then you downsell layaway. So if they're like, I can't pay the nine K now, no worries, just make three payments and then we'll kick you off.
00:26:50Okay. And that's cool because you're also probably going to come up soon to one of the event dates. Cool. You're preparing this.
00:26:55You're going to be doing a vacation anyways, might as well just like think about like a savings plan. I don't think we need to complicate this any more than that.
00:26:59Basically the fast action bonuses you start now and we do the deep dive immediately and you'll qualify to come to our event.
00:27:05So if we have an event in two months, everybody who prepays can attend and gets the deep dive.
00:27:10And you're always going to have one within four months anyways, if you're doing three a year.
00:27:13Yeah. Okay. So the only way they come to the event or get the deep dive, they got it at least.
00:27:17Okay. Yeah. Got it. Okay. Next thing is we're going to go acquisition. All right, let's do ads right now.
00:27:22What I want you to do is also offer a $2,500 rebate. As soon as they sign on and do their first date night, they make a video of them doing the date night and what the experience was like.
00:27:33And so then you can use all those for ads on the front end. Oh, I'd love that. So you give them a rebate.
00:27:37So it's like it's 30 to five, but you get $2,500 back as soon as you send us the video.
00:27:42And it's just, and you obviously gives permission to use it. Don't talk about money. Just talk about the experience. Talk about what it's like.
00:27:47Okay. And you would add the rebate costs on top of the, got it.
00:27:50I'm a big believer in making ad machines in every business, which is like, I want to have the normal function of the business create the marketing for the businesses.
00:27:59I want a fusion reactor. I want something that can just self-sustain. I don't want to have inputs that's always me to drive the business forward.
00:28:05And so whenever I can, wherever I can in a business, I want to create some way of documenting stories, narratives, emotions, outcomes from customers.
00:28:14Think about how it works in sequence. One person advertises. That's me. That starts the engine. Customer comes in. Customer has great experience.
00:28:21That experience gets documented. That experience gets advertised. That experience from that customer gets the next customer.
00:28:26So the only thing that's really required to get the business started is me just doing one big marketing push.
00:28:31And then after that, the snowball rolls on its own. Okay. So if we're looking at these ads, do you guys ever run video?
00:28:37We've tried, but it hasn't performed as well for us.
00:28:39Yeah. So I'll tell you a secret about video. Video has higher volatility than images do, but your best ads will be video and your worst ads will be video.
00:28:48Oh, fascinating.
00:28:49So video outperforms images if they're good videos. Images outperform videos if they're bad. You guys make content, right?
00:28:56Yes.
00:28:57Okay. So can you pull up their Instagram real quick? What's your best one recently?
00:29:00The one to the top right.
00:29:01Okay. There we go.
00:29:02To any man who's married to a strong woman, here's a new lesson I've learned about masculinity.
00:29:07Your wife's strength does not have to compete with your strength. It actually complements your strength.
00:29:12The strength of your wife does not threaten your manhood at all.
00:29:15In fact, the more you encourage her to flourish in the areas that God has gifted her in, the healthier your relationship will become.
00:29:22So when you leave from this place, a place of collaboration rather than a place of competition,
00:29:27you actually become the strong man that you and she wanted you to be in the first place.
00:29:32Love this. So now all we do is take that, run us an ad, and then put a five-second CTA at the end.
00:29:37My wife and I have been working together for this many years.
00:29:39If you're a couple, an entrepreneur, and this resonated with you, come attend. We're doing a four-hour date night.
00:29:43It's going to be awesome. We're trying to do the world's biggest night. Either way, it's going to be a blast.
00:29:47It's absolutely free. Just put in your information. We'll send you a couple texts to remind you, and we'll see you there.
00:29:51Perfect.
00:29:52Love it.
00:29:53Love that.
00:29:54So what I want you to do is, because you guys are cash-constrained right now,
00:29:57is how many pieces of content you're putting out a week?
00:29:59Like two.
00:30:00Okay. So what I want you to do is get to at least one a day.
00:30:02Okay.
00:30:03You're going to use that as your free testing ground.
00:30:04You're going to take your highest-performing clips and then run those ads and just slice a CTA at the end.
00:30:10Got it.
00:30:11Okay.
00:30:12Okay. Perfect.
00:30:13So we're going to repurpose best performers. Did you get any business from that?
00:30:17No.
00:30:18Is there any post that you've made that has gotten you business?
00:30:20The closest we got to that was a podcast interview that we did where the podcast hosts themselves.
00:30:24Loved us so much that they hired us to go to some place.
00:30:26Okay. Got it.
00:30:27So what I would also do is I want you to take that podcast and slice it up and run the moments as both organic and ads.
00:30:36I love that. Cool.
00:30:37That's the ad side that I would do.
00:30:38Now, obviously, I think you should also make normal ads following the standard advertising process that we outline in our Lovely Leads book.
00:30:44You could still do the images. I would just run a ton more of them.
00:30:47Like, how many images were you running for this?
00:30:48Normal campaigns, we do probably, like, 12 to 16.
00:30:51So I would probably bump the N on that to, like, 100 on images.
00:30:54Okay.
00:30:55Just because, like, you just have no idea.
00:30:56Literally just open up your iPhone.
00:30:58You have probably a gazillion images of each other and hanging out.
00:31:01Literally run all of them.
00:31:02Okay.
00:31:03Okay.
00:31:04Just all of them on the image side.
00:31:05And then this with the organic, that will give you a good amount on camera roll.
00:31:10There we go.
00:31:11Gotcha.
00:31:12Okay. So I think if we just did that, you'll probably be good to go.
00:31:14Oh.
00:31:15Same ad copy. That is pretty good.
00:31:16Yeah, your highest performance. The copy usually needs to change very little.
00:31:19I'll tell you a secret.
00:31:20For school last year, we spent tens of millions of dollars on ads, and we never changed the copy once.
00:31:25Wow.
00:31:26Okay.
00:31:27Once the copy's right, you just keep changing the creative.
00:31:29Because it's like, this is the message that resonates.
00:31:31Now we just need to get it in front of different people in different ways, different hooks in terms of the creative.
00:31:35But, like, the actual words on the copy, more or less the same.
00:31:37Perfect.
00:31:38Let's do funnel, which is not really existing.
00:31:40Okay. So I do think that part of the reason that y'all's show up rate is so low is because you don't actually have a page.
00:31:45Yeah.
00:31:46So lead form opt-ins tend to be the lowest quality overall.
00:31:51I would bet that you could probably get somewhere in the area of 25% if you ran them to a funnel.
00:31:55Now, that being said, you'll get cheaper opt-ins here, but you won't necessarily get cheaper sales.
00:32:00Because you track CPA, right? Have you ever done it to a funnel or not?
00:32:03Yeah. Actually, the reason why we currently run lead formats is because when we tracked the CPA all the way to the back end,
00:32:09the leads that opted in through the lead form were the lower CPA.
00:32:13Okay.
00:32:14That's why we're qualified, too, which is weird.
00:32:15Yeah.
00:32:16Even our agencies think we've never seen this, but okay.
00:32:17Yeah.
00:32:18It's not common. Was that one campaign that you did that on?
00:32:20No. We split tested it for a year.
00:32:22Yeah.
00:32:23I don't know why.
00:32:24Because I even thought it was like, this makes no sense.
00:32:25It doesn't make any sense.
00:32:26Yeah.
00:32:27Well, then I'm not going to mess with it.
00:32:28At the end of the day, the actual percentage shows and things like that don't actually matter.
00:32:32The only thing that matters is cost to acquire.
00:32:34And would we be okay with a $1,500 CAC on a $2,500 thing?
00:32:38Yes.
00:32:39Would it be cool with a $2,500 CAC on a $2,500 thing?
00:32:41Yeah.
00:32:42Sure.
00:32:43And we're going to get way more of those up front.
00:32:44Yeah.
00:32:45So you hear the common theme between probably a lot of these different episodes that I run
00:32:49with business owners is that there's many things they could potentially improve in the
00:32:52business.
00:32:53But there's usually one or two that are the big levers on growth.
00:32:56And for Kyle and Ariel, it's the offer and the creative.
00:33:02So make a better offer, make better creative.
00:33:05Better creative gets us better leads.
00:33:06Better offer gets more of them to buy.
00:33:08We sing happily ever after as Butterworth draws my bath.
00:33:12For now, I'll say this.
00:33:13I don't want you to change it.
00:33:14I want you to stick with what we have.
00:33:16Make better ads.
00:33:18Have a superior offer.
00:33:19The main test that we have to basically make the decision on, which we will by the end of
00:33:22this, is do we want to run the same play again or do we want to run the four-hour date night?
00:33:25It's hard because we've been just following here's what works.
00:33:28Let's just keep doing what works until it stops working.
00:33:31And now we're like, well, shoot.
00:33:32Well, it has stopped working.
00:33:33Yeah.
00:33:34Now, I'll bet you that the messaging of the five days probably converts because your conversion
00:33:38has been fine.
00:33:39It's been like attendance and stuff.
00:33:40Right.
00:33:41And so for me, I'm like, okay.
00:33:42Well, I do think that there's probably way more people running five-day challenge stuff,
00:33:46and so that's fairly typical.
00:33:48If you were to run it as a date night, I think that's a unique angle that is unique to your
00:33:52business.
00:33:53You can still do the same amount of presentation time as you normally would.
00:33:56You'd probably slice some stuff out, too, because you don't have to do intro/outro every time.
00:33:59So it probably is three hours of quality content out of five.
00:34:02So it's like, great.
00:34:03And then you can just do a wrap-up pitch at the end.
00:34:05If you changed nothing, you'd have twice as many people there for the pitch.
00:34:08If the date night converts better than the challenge, then it'd be even more.
00:34:11How much of this is a date night fun activity versus what we do during the challenge, which
00:34:15is very tactical, heavy, objection-handling, sales, all that kind of stuff?
00:34:19Well, you still provide value.
00:34:20Of course.
00:34:21Oh, yeah.
00:34:22Right.
00:34:23So just do that.
00:34:24Okay.
00:34:25And you can probably reframe the front a little bit.
00:34:26Literally just the introduction, and the rest of it can probably be the same.
00:34:29If I started and I was like, "Hey, everybody.
00:34:30Welcome to date night."
00:34:31If you're anything like us, date night is not business or fun.
00:34:34It's both.
00:34:35And so we're going to do that together.
00:34:37Okay.
00:34:38All right.
00:34:39So let's start, and then you're in, right?
00:34:40So it's, I think, there you go.
00:34:41We've just merged it.
00:34:42Now we're in.
00:34:43Perfect.
00:34:44Yeah, that's great.
00:34:45Okay.
00:34:46That's a great person.
00:34:47You literally need a frame.
00:34:48That's it.
00:34:49Yeah.
00:34:50So what's your upsell percentage from the in-person events that you have now?
00:34:51So our in-person events, I've held two so far.
00:34:52Last year was the first time we had the lower ticket offer.
00:34:53We focused way too much on production and provided value, and barely pitched.
00:34:56Yes.
00:34:57So we weren't that intentional.
00:34:58So therefore, I think we only sold one of the higher tier program at our last event, which
00:35:02covered the cost.
00:35:03But it'd be good to do a lot more.
00:35:05How many people would you close in general, out of the people who attended?
00:35:07I mean, it'd be like one out of 15.
00:35:09No, but what about to renew on the lower ticket thing?
00:35:13We didn't.
00:35:14Oh, only one person total won.
00:35:15Yeah, no.
00:35:16Okay, you definitely didn't pitch.
00:35:17Okay, got it.
00:35:18Yeah, we didn't pitch.
00:35:19Yeah, no.
00:35:20It was, we went too soft.
00:35:21And I know you say that if you're going to pitch, pitch.
00:35:22If you're not, don't.
00:35:23Yeah.
00:35:24We screwed that up.
00:35:25Yeah.
00:35:26So how many days is the event?
00:35:27Two.
00:35:28All right.
00:35:29So number five is me renewing.
00:35:30So this is me just planning ahead.
00:35:31If you just do the stuff we were talking about, the business will probably already triple or
00:35:32more.
00:35:33So if it's three million, then it'd be more than that, like seven or eight X.
00:35:35Okay, so you've got day one, you've got day two.
00:35:38Intro is going to matter a lot.
00:35:39It's one of the most important things of an event, it's just blowing people away, be on
00:35:42top of it.
00:35:43It's a lot of little details.
00:35:44Yeah.
00:35:45Yeah.
00:35:46Green by name, have specific facts about their business, about their marriage that you bring
00:35:49up to each person.
00:35:50I would try and have a list of people that you can tag so that, do you have help for these
00:35:54events?
00:35:55Yes.
00:35:56Yeah.
00:35:57Take the list of people who are going to be there, break them into different rosters.
00:35:58Be like, you're on A, you're on B, you're on C, you're on D. You can give different lanyard
00:36:02colors so that they can basically know, oh, this is green, this is blue, this is yellow,
00:36:05this is orange.
00:36:07And then you're in charge of yellows, you're in charge of reds, you're in charge of oranges.
00:36:10Make sure that you tag along.
00:36:11They have a little list and they have the two facts they're going to bring up to them.
00:36:13They're like, damn, these people are on top of it.
00:36:15And so that's the in between.
00:36:17So you'll have your intro, you'll have meet one, meet two, and then you'll have your break,
00:36:21and three, and four, and then you'll probably have your pitch.
00:36:24And then you'll have another intro again, sorry, M1, M2, and then you'll have lunch.
00:36:29And then I think here is where you do a soft repitch, and then you do M3, M4, and then
00:36:34wrap.
00:36:35Does that make sense?
00:36:36Makes a lot of sense.
00:36:37Yeah.
00:36:38I would say here, I would do a dinner of some sort.
00:36:40People who buy get to go to dinner with you guys, so reserve a nice place.
00:36:44So that gives them a media reason.
00:36:45And then here, this can typically be shorter.
00:36:48So this can usually be like 15 to 30 minutes.
00:36:51That's just, hey, my team tells me X, Y, and Z from yesterday, so I wanted to handle some
00:36:55of those things up front for you, but I'm going to try and frame this in a way that's still
00:36:58good, and so it'll help you with your business, too.
00:37:00Yeah, I like that.
00:37:01So teach while simultaneously overcoming objections.
00:37:04Got it.
00:37:05And that's what the repitch is.
00:37:06Now for this pitch, would you do the full hour?
00:37:08You don't typically need to.
00:37:09Oh, OK, cool.
00:37:10I'm a big believer in just provide value.
00:37:12I think stories and narratives are really powerful here, frameworks, things like that.
00:37:16And then basically at the end, I think just having like, if today was valuable, do you
00:37:19mind if I just tell you a little bit more about what we do?
00:37:22Sure.
00:37:23And then you're talking 15 minutes, stack and close.
00:37:26That's it.
00:37:27And then basically just make the offer.
00:37:28Let them know how to get it.
00:37:29It's called action.
00:37:30And then come to dinner with us.
00:37:31Yeah.
00:37:32For everybody that does it.
00:37:33Yep.
00:37:34That's a huge relief because in my mind, I'm like, every single thing we do from start to
00:37:37finish, we have to structure in a way that I like lead to it.
00:37:39But for right now, you haven't sold anyone.
00:37:41So we're going to start with just selling and having a clear offer and then just asking you
00:37:48again.
00:37:49And we're going to leave it there for now.
00:37:51OK.
00:37:52Of course, if you weave in something like in the examples that you use in each of the media
00:37:55stations, you're like, hey, you want to weave in the different avatars, both psychographic
00:37:59in terms of what are the belief systems that these people have.
00:38:02And then also, what are the typical problems that they're dealing with?
00:38:05Because that'll be different, too.
00:38:06And I'll bet you of the three, if I had to pick for diversity, that would be the one I
00:38:08would want to make sure I had the most diversity in.
00:38:10The biggest one is going to be the diversity of objections.
00:38:13These ones, their business was crushing it, but the marriage wasn't.
00:38:15The other ones, their marriage was crushing it, but their business was actually causing
00:38:18problems because if they just had that right, they'd be good to go.
00:38:20Other ones, let's talk about kids.
00:38:22Basically hitting the different things that someone's going to bring up.
00:38:24We all have unspoken limiting beliefs, and the difficulty is recognizing them.
00:38:30I think this is in my book.
00:38:31My favorite quote of all time that will likely be on my tombstone is the value equation, which
00:38:37is we question all of our beliefs except for the ones that we really believe in and those
00:38:40we never think to question.
00:38:42And so I think it's such a powerful statement because we are limited by invisible chains
00:38:46of our own making.
00:38:47And so many times in my life, I've been living inside of a cage that I didn't even know existed.
00:38:52And so they are enslaved to this business right now because of their beliefs about the fact
00:38:59that it must be this way or that there is no possible alternative reality in which they
00:39:04could sell people and help them in a non one-on-one scenario.
00:39:08And all I wanted to do is just bring in evidence from other scenarios where people get more
00:39:12help from being in larger groups, not one-on-one, so that people could not be ashamed.
00:39:17But these blocks exist all over the business.
00:39:19It could just be from the price or no one's going to like these ads or no one's going to
00:39:22want to buy this offer.
00:39:23It's like you don't know until you try it.
00:39:26And if you're not sure, just look around because if you're in a tremendous amount of pain, then
00:39:31you should be incredibly motivated to disprove the belief that you have that there's a way
00:39:36to solve this problem.
00:39:37Now, when you say renewal, are we renewing into the lower tier offer or should we?
00:39:41No, I think you should only ascend for the existing.
00:39:44And I would just let them know, hey, we're sunsetting this.
00:39:46And so you guys bought a year or whatever it is.
00:39:49And so the nice thing is that it's super light on delivery for you guys anyway, so it's not
00:39:52a huge deal.
00:39:53And I would sunset it.
00:39:54So those are the big five.
00:39:55Cool.
00:39:56So I'm going to recap them for you and then we'll put this in a bow.
00:39:57Quick question too on the renewals, would you do a specific incentive for renewal?
00:40:00Would I have an incentive for immediate renewal?
00:40:02Yes.
00:40:03So I'll give you a couple of different ones that you could think of that you might think
00:40:05is more compelling or less.
00:40:06You could say, hey, for everyone who renews today, we'll buy you first class tickets to
00:40:12the next event or all three events next year.
00:40:14Love that.
00:40:15I actually like it because the experience really does start when you leave home.
00:40:18And so it's like you've got champagne on the plane, you're going to be wearing a white set.
00:40:21And so what's the total net cost on that?
00:40:23It's like six grand, maybe?
00:40:25So you can keep the price the same and you can add that in or you could say a very classic
00:40:29fast action bonus or something like that, just knock five grand off the price.
00:40:32For immediate renewals.
00:40:33Yeah.
00:40:34Okay.
00:40:35So renewals for the high ticket and then lower tickets is for sunsetting, it would just be
00:40:37ascension.
00:40:38Okay.
00:40:39In between right now, add in the quarterly and the deep dive.
00:40:41Okay.
00:40:42For now.
00:40:43And people will pay 25k for that.
00:40:44For sure.
00:40:45I mean, the only other things are modules they're not using and calls they don't care about.
00:40:47They do love the slack, you know, like they can ask us a question.
00:40:50Well, the thing is, is that there's things that people might love after they buy.
00:40:55And then there's things that people will love before they buy.
00:40:57I'll give you an example.
00:40:58So at Planet Fitness, they have like a pizza night once a week.
00:41:01I think it's Tuesday or whatever.
00:41:02It's like you can get pizza.
00:41:04The reason they do it is because they're like, listen, at the very least you can come get
00:41:06pizza here and it's gonna be cheaper than this membership.
00:41:08You should get free pizza.
00:41:09So it gets people to buy, but then people don't even eat the pizza because they don't go to
00:41:12the gym because they feel guilty.
00:41:15But the thing is, this is a great little stick.
00:41:17The reason someone buys isn't always necessarily the reason someone stays.
00:41:19Now, if people haven't been ascending, then the slack takes up your time, but it's not
00:41:23causing them to buy again.
00:41:25True.
00:41:26Yeah.
00:41:27True.
00:41:28It's just a time cycle.
00:41:29So from the outside looking in, the slack isn't necessarily a selling point as much as it is
00:41:31something people like afterwards.
00:41:33The reality of it is that you have reinforced them messaging you all day.
00:41:36True.
00:41:37Yeah.
00:41:38So they message you and then the latency between you responding then reinforces them doing that,
00:41:42which means the group's probably not super active.
00:41:44Your slack messages are super active.
00:41:45Yeah.
00:41:46So that's why we want to redirect all of that activity to the community because think about
00:41:50all the value that lives in all your slacks.
00:41:52Right now it's to no one.
00:41:53So if someone's going to ask you a question, I'll answer for everybody because that question
00:41:55is not one of a kind.
00:41:56Now, the other piece that I would break the pierce the veil on is we set this up with one
00:42:01on one two days a week.
00:42:02You guys are Christian, right?
00:42:03Okay.
00:42:04The amount of church relationship communities where it's 10 people in a room, 20 couples
00:42:09in a room and they get up and they talk.
00:42:11You have AA, super personal, people get up in front.
00:42:14I think it's a belief that you have, but like couples problems are couples problems.
00:42:18So here I was hitting her from behind.
00:42:19They're not going to, they're just going to be like, we're having trouble in bed and everyone
00:42:22knows what it means.
00:42:23Cause the flip side of how I would sell it is listen, one of the hardest parts of being
00:42:26a couplepreneur is it's lonely.
00:42:28And so wouldn't it be nice to know that the struggles that you have are struggles that
00:42:31other people share too.
00:42:32Sure.
00:42:33And to be clear, I would use the exact examples.
00:42:35I'm not going to be saying like, what are the positions you're rotating through?
00:42:37Right, right, right.
00:42:38I'm like, have you brought a friend in?
00:42:39I'm kidding.
00:42:40I'm saying like, like you're, it's like, all right, well she threw a wig on.
00:42:44You know, like, but like no one's like clutch my pearls.
00:42:47They're married.
00:42:48Do whatever you want.
00:42:50And so I think it's a belief thing and it's like, you're not talking erectile dysfunction.
00:42:54You're just talking about the relationship and those are going to be commonalities.
00:42:57And I think that longterm, they'll probably feel more kinship.
00:43:00They did like, they're struggling with the same business issues and the business advice
00:43:04you give helps everybody.
00:43:05The relationship advice you give helps everybody.
00:43:07Now there is a ratio where it stops being small group and becomes one to many.
00:43:11So basically after like, I'd say seven ish, it's now not enough individual time.
00:43:16I think if you guys did one on four and he did the four 90 minute sessions, I think you'd
00:43:21be fine.
00:43:22It's harder to go from one on one to one to many.
00:43:25So if you're going to change it, I would just change it.
00:43:28If we are currently doing like weekly group calls and Slack, there's almost like a constant
00:43:32flow of question answering and things like that.
00:43:35If we're just going to quarterly calls and the events, there is none of that.
00:43:39It's almost just the experience of coming together at the events and then getting the strategy
00:43:43each quarter.
00:43:44Do you think there would be any pushback from people not being able to ask questions on the
00:43:48strategy that we map out every quarter?
00:43:50Maybe.
00:43:51Okay.
00:43:52Comma, how much does it matter?
00:43:53And so I think again, a lot of this comes down to framing.
00:43:55And so if I'm going to work with someone, for example, I'm not going to be like, Hey, hit
00:44:01me up whenever.
00:44:02Because the thing is, is that doesn't serve you.
00:44:04Because that means that I'm making all your decisions for you, which means that you never
00:44:06learn.
00:44:07You also never learn how to prioritize if every single thing you just outsource your decision
00:44:10making to me, which is not a good life for me or you.
00:44:12And that has happened.
00:44:13Of course it does.
00:44:14And so the thinking process that I would have is by doing it this way, you will be fully
00:44:19focused on the fewest things that matter most.
00:44:21Anyone can give you more things to do.
00:44:23It's about doing the fewest things that make the most impact.
00:44:25Just as much as it is for the relationship, as much as it is for the business.
00:44:29Because like your wife, you could probably, I can probably give this list of 10 things.
00:44:32But if you just said thank you for doing the dishes every single day and maybe pick up the
00:44:36kids once a week, get us some flowers.
00:44:38If you just do those three things, the marriage is fixed.
00:44:40Let's just think about how do we remove everything that's preventing you from doing that.
00:44:44So I think a lot of it will shift subtly in terms of how you're presenting it in the pitch.
00:44:47But I would call that out.
00:44:49If you're the type of person who's like, "Hey, I want someone to tell me exactly what to say
00:44:53to my wife every single day."
00:44:55Here's the thing.
00:44:56I'm not married to your wife.
00:44:57You married your wife.
00:44:58And so if I were to do that, I would be doing you a disservice because you're never going
00:45:01to learn.
00:45:02I'm just going to be chat TPT for you for relationships.
00:45:04And you know what?
00:45:05I'm going to be chat TPT because it's not bad.
00:45:08These day-to-day things.
00:45:09What we're here for is for the big decisions.
00:45:11That's where we provide the most value.
00:45:13Because if you look back on your life, there's a handful of decisions that created the life
00:45:16you have.
00:45:17And we want to make the next handful of decisions exactly what they should be to get to the life
00:45:20you want.
00:45:21That's fantastic framing.
00:45:22Because I've even told her too that my brain feels like chat TPT because I'm basically answering
00:45:27questions all day long.
00:45:28Tell her where to live.
00:45:29Yeah, it absolutely is.
00:45:31Along the same lines of that though, the best case studies we've had of couples, and we're
00:45:35very blessed to say that we have 20 videos of just amazing case studies of people making
00:45:39more money.
00:45:41I don't know if that would've been possible had we not held them accountable to take in
00:45:45the steps and stay focused.
00:45:46Because between one quarter to the next, I mean, you know how much can shift and people
00:45:50shift priorities, people get distracted, whatever.
00:45:52So how do we mitigate that?
00:45:53So I'll give you escape valve and then another frame.
00:45:56So escape valve if you want, which is who here has seen or heard of who wants to be a millionaire.
00:46:01So everybody had three lifelines.
00:46:03One was call a friend, one was move the statistical.
00:46:06So for us, you've got four 911 calls or two.
00:46:10If it's a 911 emergency, then by all means let us know and we'll figure it out.
00:46:16But that way it's on an escalation basis.
00:46:18Again, the goal here isn't for them to be dependent on you.
00:46:21The goal is for them to learn the skills so that they can get to where they want to go.
00:46:24Anyone can give you a lot of things to do, but that assumes unlimited resources, which
00:46:27you do not have.
00:46:28And so realistically, all of you guys here, let's just be honest, you're going to dedicate
00:46:31maybe 5% of your time to this.
00:46:34So we want to crush that 5% so we get the 80%, 180% benefit from it.
00:46:40That's the value of strategy.
00:46:41And that makes 100% sense too as to why people aren't renewing because they feel like they
00:46:45haven't used all of the resources.
00:46:48So it's actually hurting us on both angles.
00:46:50Of course Planet Fitness figured this out, but there was this huge amount of big health
00:46:56clubs and they had racquetball courts, they had swimming, they had basketball, they had
00:47:00race, they had cardio, but when they did their research, they found out that 80% of people
00:47:04just used the cardio mostly and then a little bit of weights.
00:47:07And so they said, cool, we'll just cater to the 80% and we'll dramatically be able to reduce
00:47:10our cost to open and be able to reduce the price and transfer that to the customer.
00:47:14And so what happens is when health clubs are charging $59 a month, $89 a month, people are
00:47:18still only using those two things for the most part.
00:47:21And so we think, oh, I'm going to add more stuff to provide more value.
00:47:25But all you do is create a larger discrepancy between consumption and lack of consumption.
00:47:29Look at all this stuff I'm not using, which means I'm not getting my money's worth, rather
00:47:32than thinking I'm getting all this for $59, they're just thinking I'm only using 20% of
00:47:36my $59.
00:47:37And so it doesn't matter what the price point is.
00:47:39People still cancel because they just think that they're not using as much of this shit.
00:47:42So that's why when it went back to the bonuses, we want to make sure that the things that we're
00:47:45putting there are absolutely going to be used because they're valuable.
00:47:51Anyone who's watching this who has a product, you need to pay attention to this.
00:47:54So let's say that you have some sort of mini stack.
00:47:56I like the gym membership because it's the simplest example, right?
00:47:59You've got a spa and you've got a pool and you've got basketball court.
00:48:05You've got tennis, you've got weights, you've got cardio.
00:48:10There's all these things that we have for one low price of $29.99, whatever it is, right?
00:48:15The problem is most people are only going to use one of these things throughout their entire
00:48:19career.
00:48:20And so you might think, oh, I'm giving them all this value for $29.
00:48:24Well what they're seeing is that they're not using this.
00:48:29And so this is now waste instead of even added value.
00:48:33And so it's much better to just give somebody 100% of what the only thing they want and charge
00:48:39them appropriately for it because now they're getting 100% of what they desire.
00:48:42I know this obviously doesn't fix the straight problem of our delivery, but what do you think
00:48:46about doing like small group monthly instead of quarterly?
00:48:50So that way it's like setting the plan for the month they execute on it and doing it
00:48:53every month with four couples.
00:48:54You would have the same exact thing as the one-on-one situation.
00:48:57It's easier to change a cadence than it is to change a ratio.
00:49:00So if you wanted to start with we do monthly and it's one-on-four, it's y'all's call.
00:49:05You wouldn't do it though.
00:49:06I just prefer to think like it forces you and it forces them to prioritize.
00:49:11Yeah, I do like that.
00:49:12And for them to make decisions, not rely upon those.
00:49:15Come to us with the big decisions that are going to affect your marriage and business.
00:49:18And our deep dive in the beginning that we start with is we're going to be identifying
00:49:21what those levers are.
00:49:22Yeah.
00:49:23That's what we want to talk about.
00:49:24What are you having for dinner on Tuesday?
00:49:25What cool date idea that you're going to have?
00:49:27We've got resources for that stuff.
00:49:28You don't need me to tell you you should do clay pottery or wine and paint night or whatever
00:49:31that you want to do.
00:49:32Yeah.
00:49:33You don't need me for that.
00:49:34You could Google it.
00:49:35Oh yeah.
00:49:36The things that I can actually help you with are going to be the rare things that will have
00:49:38the biggest impact on the life.
00:49:40Yeah.
00:49:41Yeah.
00:49:42And that's the highest leverage you use.
00:49:43100%.
00:49:44Yeah.
00:49:45For everybody.
00:49:46Yeah.
00:49:47And I'd be like, because listen, if we were to do it where it was one-on-one and it was
00:49:48every single week, we'd have to charge $200,000 for it.
00:49:50It wouldn't make sense.
00:49:52This still gets you the 80/20 of that and then you get all your time back.
00:49:56I'm loving this.
00:49:57Yeah.
00:49:58No, I do too.
00:49:59When Alex clarified exactly what we need to do, I feel like that's going to lead to even
00:50:03more bliss in our relationship because I'm no longer going to be tied to a lot of client
00:50:07delivery.
00:50:08Even though we love our clients, it's going to free up more time for us and it creates
00:50:11a much simpler path to hit our goals as a couple.
00:50:13Yeah.
00:50:14And it allows us to feel like we can move lock and step in the same direction towards the
00:50:17goal and it's a lot of what we help our clients do.
00:50:19So it's cool.
00:50:20What would you do with the people that are currently in that offer?
00:50:23Would you continue to serve them the same way?
00:50:25Would you tell them that we're making an adjustment?
00:50:27How would you transition that?
00:50:28Here's the great news.
00:50:29Because you currently don't renew anyone, the thing is, is that it doesn't actually matter
00:50:34that much.
00:50:35So you can continue to see it.
00:50:36Always keep your commitments.
00:50:37You made a promise.
00:50:38You keep it.
00:50:39Done.
00:50:40But in terms of, hey, this is what we're doing going forward, then it's a new agreement.
00:50:43New terms, new agreement.
00:50:44Believe it or not, we've actually got it completely stacked because we're good.
00:50:47And so, because of that, we still want to help you and we think this actually is.
00:50:50And here's the thing.
00:50:51And this is where I think people mess this up.
00:50:53They will try it.
00:50:54They will apologize, essentially, for saying, hey, we were one on one.
00:50:57Now we're doing one for.
00:50:58It's hard.
00:50:59We're just.
00:51:00Yeah.
00:51:01No.
00:51:02This is better.
00:51:03Yes.
00:51:04This isn't as good.
00:51:05It's better.
00:51:06It's better because you're going to have other people.
00:51:07You'll hear somebody else's question and be like, ooh, that's a good one.
00:51:08I should have thought of that.
00:51:09Or I didn't even think about it.
00:51:10Because the thing is, is that somebody might have already solved your problem and they're
00:51:11on to the next problem.
00:51:12And this also is why we don't need to meet as often because you're going to hear a higher
00:51:17variety of questions being answered.
00:51:18So that when you do have the next problem a month later, you're like, oh, Sandy, I remember
00:51:21what you said to Sandy.
00:51:22I'm just going to do that.
00:51:23Cool?
00:51:24That makes a lot of sense.
00:51:25Yeah.
00:51:26All right.
00:51:27Let's recap this B. Number one.
00:51:28New back end/front end offer is going to be 25K/30K.
00:51:36If they do a payment plan, we're going to do layaway as a downsell with three months, which
00:51:40is 9K upfront.
00:51:41You can also do 10 if you feel like it.
00:51:43And that's going to come with two times per year in person, one on four quarterly.
00:51:48You can do one deep dive one-on-one.
00:51:49That's fine.
00:51:50So it's like, we're going to do the deep dive one-on-one with you, and then you're going
00:51:53to get into the group.
00:51:54Okay.
00:51:55One-on-one deep dive and the group.
00:51:56All right.
00:51:57Second thing is we're going to test date night angle.
00:51:59So we're just going to take your five day, put it vertical, eliminate the transitions,
00:52:03and then crush it.
00:52:04Number three, ads.
00:52:05So I'm going to split this into two because I think so we're basically more organic daily,
00:52:09which goes into ads plus CTA at the end for a hundred plus images from your camera roll.
00:52:16And then for renewal, you're going to set it up and actually make the offer at in person.
00:52:23And the easiest way to do that is just asking when they're going to come back.
00:52:25That's it.
00:52:26This is the next date.
00:52:27Let's do it.
00:52:28So I think that this is already a 5X on your price because you're going to probably convert
00:52:34about the same amount of people because believe it or not, fun fact, what matters more for
00:52:38the conversion is the first payment.
00:52:40So $5,000.
00:52:43This is $9,000.
00:52:44Really, you're going to be positioning as $2,500 to $3,000.
00:52:47So the cash upfront is going to be more or less the same.
00:52:49So this is me just trying to get you to believe.
00:52:50All right.
00:52:51First, I like this angle.
00:52:52This is the big kind of like unknown.
00:52:55This could be like a one to 4X because if this crushes, which I really feel like it would,
00:53:00like you might just have a whole new way of selling in the industry.
00:53:03If I were to enter the industry, I would probably enter it this way.
00:53:06Organic daily, this will just improve your ads.
00:53:08So this could be an easy 1.5X, maybe 2X if we're lucky in terms of decreasing CAC.
00:53:13And then the renewal is just going to extend out the LTV long term.
00:53:17So that's going to be year two, year three where this is going to matter.
00:53:19Gotcha.
00:53:20And just to clarify, the renewal, since we're doing this event in a month, it would be the
00:53:23renewal to the new style offer.
00:53:26Yeah.
00:53:27Okay.
00:53:28Got it.
00:53:29Yeah.
00:53:30All right.
00:53:31This is a combination of couples insurance and couples accelerator.
00:53:32Downside, if you do absolutely nothing and you come twice a year, we could still absolutely
00:53:35change your marriage.
00:53:36And it'll be the moments that you remember most.
00:53:38On the upside, you actually do the work with us.
00:53:40Again, use these examples I gave, hey, you're loving a church, the problems that you have
00:53:43aren't unique.
00:53:44And so one of the big things about shame is it lives in darkness and makes you feel like
00:53:47you're alone.
00:53:48Yeah.
00:53:49Sure.
00:53:50Yeah.
00:53:51That's great framing.
00:53:52I love that.
00:53:53And you also mentioned resources too.
00:53:54If people have questions, hey, we have resources for that.
00:53:55Would you make that available?
00:53:56Have you defined shame and guilt?
00:53:57Because I think it's probably helpful.
00:53:59So shame is when you break other people's rules that you respect or care about.
00:54:04Guilt is when you break your own rules.
00:54:06So sometimes if your rules are the same as everyone else's, you'll feel guilt and shame.
00:54:09If you don't think what you're doing is wrong, but other people do, you'll just feel ashamed.
00:54:14And if you do something that isn't really wrong in other people's rules, but is for yourself,
00:54:18you'll feel guilty.
00:54:19Yeah.
00:54:20And so I would explain that when someone's like, I don't want to be in these other people.
00:54:23I was like, let's just nail this.
00:54:24Let's just hit this on the head, which is that you're afraid of being embarrassed.
00:54:28So why do you feel embarrassed?
00:54:29Because you think you're the only person who deals with that and it's self-fulfilling.
00:54:32So I think we've done a lot of thought.
00:54:35We consulted our elders and we actually think that we want to bring it to the light.
00:54:40We want more people together so that you realize that this isn't something to be ashamed of
00:54:43if you have an issue and it's normal.
00:54:46And the only thing that's not normal is that people think it's not normal.
00:54:49Yeah.
00:54:50Yeah.
00:54:51I love that reframe.
00:54:52Even the definition of guilt versus shame.
00:54:53I think it's perfect.
00:54:54How do you feel about this plan?
00:54:55I like it.
00:54:56I love it.
00:54:57Do you feel like you can do it?
00:54:58Of course you can do it.
00:54:59So coming into this, we had a thousand different ideas of how we can grow our business.
00:55:04And we were so excited to hear from Alex because he has the perspective of a bunch of different
00:55:08business models and a bunch of different marketing models.
00:55:11And now having got to sit with him, we feel very clear on what is the next best step out
00:55:17of the thousand things that we could do.
00:55:19We feel very clear that we could take the steps that he gave, implement it and actually have
00:55:23more time in the process.
00:55:25So even as a couple, I think what Alex equipped us with is going to allow us to be even more
00:55:30aligned on where we're going, even more fulfilled and just allow us to help and serve even more
00:55:34couples.
00:55:35So we're super excited about it.
00:55:36To put a little bow on everything that we're going to do with Kyle and Ariel's business
00:55:39is number one, we're going to have a new backend slash front end offer because it's just going
00:55:43to combine it into one offer.
00:55:45We're going to do a little deep dive with one on four.
00:55:47We're changing the delivery ratio to just give them exactly what they need and expand their
00:55:52supply capacity.
00:55:53Number two is we're going to test the date night angle.
00:55:55I think it's going to crush.
00:55:56We'll see, but I feel pretty bullish on it, especially when they gave me their reaction
00:55:59that date night was like people's most favorite thing.
00:56:01I'm like, then let's put that on the front end.
00:56:03Number three is just being more consistent with organic so that we can actually create
00:56:07more testing for free with ads because they're a kind of cash constrained business.
00:56:11So the easiest way to test ads is just post them, see how they do for organic and then
00:56:15just add the CTA later.
00:56:16So anybody who's broke, like consider doing that.
00:56:19Number four is running a ton of images as statics for the ads because they had images that were
00:56:25working better.
00:56:26That's fine.
00:56:27And that's because the videos they make suck, not because images are more compelling than
00:56:31videos.
00:56:32Videos are for sure more compelling, but static images are better because people's imaginations
00:56:35fill in something that's compelling rather than a video that they know wasn't good.
00:56:39And then finally, we're going to build more recurring revenue in the business by having
00:56:44all the renewals occur in person, which is the highest likelihood of closing.
00:56:47And so with those five changes within the business, I think they're going to unlock a tremendous
00:56:51amount of growth.
00:56:52And if you liked this video, you're going to love this next video where I break down a different
00:56:55business so that you can use the same tax they did, make all the money, and then
00:56:58question the meaning of life.