THE ED MYLETT SHOW - $100M Business Strategies w/ Alex Hormozi

Episode Date: October 10, 2023

🔥Build your $100 MILLION Life with 2 of the TOP Businessmen in the WORLD - ED MYLETT & ALEX HORMOZI!Prepare yourself for a masterclass that can change EVERYTHING! Whether you're launching a business, pursuing a dream, or just trying to make it through the week, this episode is overflowing with wisdom and strategy for EVERYONE!This episode will teach you how to MASTER entrepreneurship, AND it will teach you how these same principles can be applied to EVERY area of your life.I’ve invited back (by popular demand) one of the GOATs of marketing, ALEX HORMOZI, the man who not only talks the talk but walks the walk with a track record that’s nothing short of extraordinary!Alex is one of the most successful entrepreneurs, investors, and philanthropists today. He’s gone from a single brick-and-mortar business to a network and portfolio of businesses with THOUSANDS OF LOCATIONS that have earned him TENS OF MILLIONS OF DOLLARS.This week, Alex I reveal many of the SECRETS OF OUR SUCCESS and how you can use those same TACTICS AND STRATEGIES to grow your business and MAXOUT your life including: How to leverage the psychology of LEAD GENERATION.How to advertise like a PROThe playbook of how to play CHESS not CHECKERS in business and life!How to gracefully shatter objections and setbacks, turning barriers into stepping stones.Mastering the craft of FRAMING – creating narratives that win hearts and minds!Navigating SADNESS and ANXIETYHow to find and embrace JOY right now!This isn’t just a podcast episode; it’s a life-changing experience with lessons, insights, and stories that will help you reach the NEXT BEST VERSION of you! 

This is the Ed Milach Show. Welcome back everybody. This person sitting across from me has been on the show before. You guys all want nuts when he was on, but I'm going to tell you, he's probably the person whose content I share the most on the planet because I think it's that good. I really, really like a lot of people in the business space. I admire and listen to very few. And he has risen up the list for me of the people that I admire and I listen to the most because his content is so good, his message is so good because it's based in actual

results and actual experience. My guest today is Alex Hermozzi. Welcome back, brother. Thank you for having me and such a gracious introduction. I just apologize. At the end of the audience, there's no way I will live up to that, but I'll do my absolute heart. I'll try my heart.

He will. 15 minutes heart. He will. 15 minutes in, he will have exceeded it. By the way, he's got a new book out called Hundred Million Dollar Leads, How to Get Strangers to Want to Buy Your Stuff. And I think it's the book launch. I told you this off camera, I've heard the most about ever. He had a few people participate in it. How many do you have, Tell him?

You had 500,000 people who signed up for the event. We had just under 200,000 who clicked to join live. At the moment, we launched it was, it was wild. It was all city. And I said to him, I said, well, how'd you do it? I actually did the stuff in the book. Yeah. Give us a couple of specifics of what that means.

I'm going to give a little bit more context and I'll give the better answer. So $100 million offers, which is my first book, was an offer about making a proposition to somebody that they would say yes to. So how to make offers so good people feel stupid, saying, no, and the first question that you need to answer when your entrepreneur is, what do I sell?

And so you make an offer, and that's why that was the first book. And so the offer book itself was what I would consider a meta book, as an it both, the goal was that I demonstrate the concept, also with the book, while also teaching about it in the book. And so the book itself, I premiered it for $1.99 and it came with a course that most people charged $5,000 for and I gave that away for free and did no paid advertising whatsoever. And it continues to sell 25,000, 30,000 copies a month.

This month obviously way more than that because the launch and whatnot. But it does more every month than it did the month before and it's still top 100 to years later. Now the next it did the month before. And it's still top 100 two years later. Now, the next book answers the next question. So once you have something to sell, then you're like, well, who do I sell it to? Yeah. As you need leads. And so that was why the second book is $100 million leads.

And so leads, I mean, a lot of things to a lot of different people, but most people agree that they're the first thing that you need to have to get new customers. Right. And so the thing that creates a lead, and when I was trying to go through this book, I was like, what is a lead? And so I had a buddy of mine ask me that question,

and I stumbled for, I was like, you know, a lead. And he was like, no, what's a lead? And so I was like, you know, it's someone that you, you know, you get name, phone number, email address. And he's like, okay, if someone follows you on Instagram and you can message them, are they a lead? I was like, well, yeah, I guess they would be a lead. He's like, okay, well, if I subscribe to YouTube,

am I a lead then? I was like, no, I guess not, it wouldn't be because I can't contact you in any way. And so we started going through all these, if I knock on someone's door, are they a lead? And so we started going through it. And so we come up with a lead is a person you can contact. Now, from there, you're like, well, there's a lot of people I can contact, which then gave

me the conclusion that what people say they want is leads, but what they really want are engaged leads, which is a person you can contact, comma, who's shown interest in the stuff you sell. You would you call it qualified lead? That the next level. So yeah, if you're looking on the lead, continue, if you've got an unengaged lead, engaged lead, a qualified lead, and then you go into customer and whatnot. And so, so then the question is, how do you go from an unengaged lead to an engaged lead?

And that one flip just from there to there is the entire book. After that point where someone raises their hand and says, I'm interested in your stuff, that is where the book ends. And so I wanted to show people how to get strangers to want to buy their stuff, not to buy it because that would be sales,

but how to want to buy their stuff. And so in going through this, we made two four boxes and this took... It's awesome. A hundred iterations to get in here. Just to get it in the last night. It was really hard. It was crazy as it sounds.

I believe it. I came into it with a lot of the preconceived, I was like, what about earned media? What about owned media? I had all these, and I had to, do you construct everything into simply, you can talk to people one-on-one, and you can talk to people one-to-many.

And there are people who know who you are before you talk to them, and there are people who don't. And those are the four variables. So if you're one-to-one to friendlies, that's a warm reach out. If you're one-to-one to strangers, it's a cold reach out. If you're one-to-many to friends, it's when you post content. It's your audience who knows you.

And if you're going to one-to-many to people who don't know you it's paid ads Gosh, it's good. Okay, and so those are the only four ways that a person can let other people know about stuff Anything at all like if a girl's like I just slept with six guys. She's advertising what she did She let people know about it, right? And so advertising is the process of making known That's how we define it and so then you're like well if those are the only four things that I can do to let other people know my stuff, are those the only four ways to advertise? And so the answer is kind of like yes and no, because the other four are what I call lead getters.

And so lead getters are people who let other people know on your behalf. Yes. And so they are where you get the greatest amount of leverage in advertising. Because for example, if I were to say, okay, I'm going to hire a recruiter who brings me affiliates every month. And so I hire one person, so I do whatever amount of work it takes me to hire one person. And then I go and I zip my ties on the beach,

which we know that's not true, but just for the example. Now that person works every hour of every day bringing affiliates in. And then those affiliates, then either they do one of the core four, they reach out to their friends, they reach out to strangers, they post content, or they make ads to their audience to tell them about my stuff. Okay.

For money, free stuff, or both. That's the incentive. And so that is an example of a leadgetter and how one day's work might create zillions of dollars on the back end by just having leverage, getting more for what I put in. And so there are four. The first is customers.

So you do the core for. So I was gonna ask you. Yeah, you do the core for to get a customer. Now that customer, then do the core for again, to get you other customers. Do you feel that there is a priority among others? In other words, when you were saying it, I'm like, customer might be the best of it.

Oh yeah, for sure. The reason I would say customer is more important isn't as much about the customer, but about what would make a customer want to refer is typically an exceptional product. And so if you have a better product, like you can incentivize any affiliate if you put it in a smaller or better experience. Right, exactly. So I'll quickly go through the four lead getters and then I'll explain the whole cycle in total. So you have customers, you have affiliates, which I talked about just a second ago, which looks like a customer referral, but it's a little different because it's another business who refers to their customers to you. You've got agencies who can do the core for on your behalf.

They can run as they can post content. They can do outreach all for you because there are agencies who do all those things. And then you have employees. So like, I didn't, I don't make my content. I have a team of people who make content for me. And so you can see how the first four things are the only things a human can do to let other people know about stuff to advertise. The other four are the people you get from advertising

who can then do the advertising on your behalf. And so the long-winded answer for like, how did I get 500,000 people there? Is that I purposefully took the 24 months leading up to that because once offers launched, everything was about lead. So I knew that, the audience didn't know that, but everything that I was doing was knowing that in 24 months I was going to have my next book come out.

And so I wanted to use every tactic or method in the book to advertise, to advertise the book. So that's the whole meta concept. The first one was I had to make a meta offer, like the book itself was an amazing offer show. People still stupid and saying, no. And then when I don't build 100 million dollar leads, I wanted to get as many strangers to want to buy my stuff using warm outreach, cold outreach, posting content, running paid ads, getting customer

referrals, affiliates, agencies, and employees. And so I use it. So I use it. So I use it. So I use it. Self is validation of the book itself. Yes. Keep going.

And so the thing that always grinds my gears, and think what I've I've strived really hard to do With the content that I make et cetera is that I always want the proof to be Undeniable and so like I I started the presentation for the book launch with this little picture of a book that says how to market a book And it has 14 reviews on Amazon and whoever wrote this book I hope I'm not just like destroying you. That's not my goal. I blacked out the name, I don't know what it is. But I don't need to read the book, because I already have evidence that the person doesn't know how to market a book,

because if they knew how to market a book, they wouldn't have 14 reviews. So I have real world evidence that the contents of the book are irrelevant. And so I wanted to do the exact opposite of that, which is if you're gonna have a book about advertising, it should be advertised better than anything. And so that

was exactly what I wanted to do, was just lean really hard on that, and purposefully use only the things that I have in the book. And so, which was actually kind of fun for me. So when we scripted out the ads, I had an ad creation framework that I just used, the framework that I introduced in the book only. And with the affiliates, I had the structure that I set up in the book I use only. Like I call it, Whisper T-Shout, which is kind of like the method that you do to launch anything, or at least that I used to launch anything. You know, like we used agencies when we didn't have to, because I wanted to have an agency run it so I could talk about that.

And then obviously the team did all the content. And so we used all eight methods to promote the book, and then that is what resulted in. We had 137,000 people came from paydads. We had 104,000 people came from affiliates. We had 27,000 affiliates signed up to promote the book and then that is what resulted in it. We had 137,000 people came from paydads. We had 104,000 people came from affiliates. We had 27,000 affiliates signed up to promote the book launch. We had just under, just over 200,000 people that came from content. And then we had, what am I missing?

And then referrals, the rest were referrals. Do you, by the way, everyone hearing this right now, it's amazing to me, obviously the detail of the book and all of that is one thing. The other thing is that how many people, all the concepts you just described to them, even if they were at the book launch, is still foreign to them, meaning they still look at business almost like a linear transaction. In other words, this is a simple analogy.

Look, here's all I got wealthy. I don't play checkers in business. I'm playing chess. I've got multiple moves that I'm already making in front of the other one that set up something else. Most people are like, I just gotta get this client. And then once I get that, I'll breathe out loud. And then I'm gonna go through this

arduous grinding, debilitating, horrific, self-loathing process to get one more, right? The power of one more, that's what it might let says. grinding, debilitating, horrific, self-loathing process to get one more, right? The power of one more, that's what it my let's says. And do you agree with that though? Does it still blow your mind? How many people still don't get progressive marketing that stacks on top of one another? Funnels, a terrible word,

but there's multiple funnels happening here, meaning you've got the affiliate funnel. You've got the paid ad funnel, if you choose to do it that way. You've got your content or client referral funnel. But most people in their businesses, they're still, what you just did is so brilliant. It's like washing over them still, even of the half a million people that were there.

You and I know this. It's they're picturing how business works fundamentally incorrectly. Would you agree with that? I think so. And I think part of it is, so I would say it's more like at least from my perspective, like an incomplete picture. So they can usually see as far as like what's in front of you.

And so if you are barely making rent, you know what I mean? And you're barely making payroll, it's really difficult to think about brand. You know what I mean. And so it doesn't make it less important though. But it's just really hard. And so, you know, for at least the prescription that I have in the book for advertising is pick one method. You can pick one reach out to pick cold reach out to

you can pick you can pick making content you can pick running paid ads. And those are all the things that you can do. And I start there because most people reading anything in business are usually the ones doing it for the most part. And so we start with the core four that a person can do. But of course, all four work better together. Yes.

Now, you can just do cold calls and you can build a business. You can just run paid ads. You can build a business. But if you do cold calls, run ads, and have content that people consume when they click your ad, they consume some content and then they complete the transaction or they, you do a cold call, they take the set call and between the set and the close, they go to your profile, they read some stuff, they watch a video, it's where they're like, oh, this guy's legit. Now, if you didn't have that, the likely that you close them would be way lower, but you would attribute the failed close to bad cold calling, but you could have given the assist with brand, with content.

Let me ask you a hard question. I bet no one's asked this. And if they have cool, but I was thinking at your work, like I was going through all of it last night again, and I was thinking, okay, I want to ask them the tough stuff. Like the stuff that one's going to ask them in interview, I want to have two entrepreneurs pushing one another to figure this out, even the other, okay.

So what if the sales cycle of your product is different? Does that dictate which way you should go? So let me give you an example. I'm marketing a book that's a tangible product that can be acquired instantaneously. Let's switch it. Let's make it a hard one. I'm a realtor. I'm in the mortgage business.

I'm in the insurance business. This sales cycle is a little bit different. It's not necessarily A to B, BAM, we've got a client. Does that change your methodology? And let's walk through a real war one. I'm a realtor. What I think is maybe the hardest one to make the application fit on some cycles. Do you pick A-lane, all of the lanes, and does that matter that the product isn't a consumable can of Coca-Cola or a bottle of water, but it's a transaction experience that you're going to have to go through in the sales cycle.

I don't think it would matter at all. Okay. So, if we were to just let's fill in the boxes, if we go. So, like, if you're a realtor, warm outreach is going to be you reaching out to your friends and family saying, do you know anybody who's interested in buying a house? Now, ideally, you probably not start with that because that's what every realtor says. So it might be something like, hey, what's your dream home or something like that? And then you can start talking about something more interesting. Believe me,

I'm not in the real estate space. So hopefully there'd be a better hook. But that would be the idea. Cold Reachouts is you're just dialing numbers that are close to your cold emailing or, you know, that is that is cold reachout. If you're making content, you're talking about the houses that you're selling and many realtor's do that. And then you have paid ads, which also plenty of realtors either generate buyer or seller leads that they call and then they can help them sell their house. So either they list houses and they show these,

you know, six or seven carousels of cool houses and they get buyers, or they talk about recent sales and then and use them as case studies for like here's the 17 steps in the process we took this house from the owner that thought they could sell for 500, I sold it for 575, and this was the 60 day

process we ran through, if that sounds interesting, I can walk you through what I would do for your house, whatever. So that would be the core four, but a good realtor should also have friends who are insular to the industry. So it might be, you know, lawn care people, it might be, I know there's regulations around loans and kickbacks and things like that,

but like still cleaners, anybody who does home services, you can still get referrals from them, which would be an affiliate. Now, customer referrals is you sell the house and you ask them for friends, or before you sell the house, you ask them for friends. Or sometimes they just do it on their own because they actually like you and you did a good job. From an agency perspective, you could hire agencies to do any of those things. And then if you're a bigger realtor and you have a team of people, then you can use your employees to do any

of those things on your behalf. And so the core four and the four lead getters work independent of whatever business you have because they are simply the only ways that one human can tell other human about stuff. It's a fact. So let me give you an example. I have several homes listed right now, just different things I'm doing. I'm just thinking through what you just said one of the homes I have listed They literally knocked on my doors a cold call. Yeah, and the fact that they did that they make a lot of money to I was like this is my lady. Yeah, so that's one of them the other one I have an interior designer

Yeah, referred me the realtor that is now listing my house That isn't that interesting and the third one just literally had a digital footprint Mm-hmm that I saw their digital footprint went to their brand, was validated by other significant properties they had sold, and they're listing that property. So what he just said, I just give you in my own life validation of all three of those methods right there off the top that I'm currently using, currently in the MLS with three people in that industry, exactly the way that he just described.

But I wanted to push you to describe it first. Oh, yeah. That's the theory. Here's why I think you're this way too. There's validation. And then I want to push the theory to the extreme most difficult measure to see whether it passes, though, taken on water test. Yeah. And that's what it does for me.

Number one thing I want to ask you, someone's an entrepreneur, they're listening to this and they're not getting enough leads in general. And they're literally thinking that what I'm going to do is I'm going to continue to do just posting stuff on my Instagram over and over again, and people are going to magically appear. If there's one step now, I should take to change my tactic.

First thing I should do, aside from get the book, get the book, would be what? So if I needed to make money tomorrow, and I was that guy, it's the first of the core four in the book, which is Warm Outreach. And so what that means is I go through my email, and I look at every single contact that I already have already in my email list.

I open up my iPhone or my Android, and I go down my contact list, and I download that and I export it. And then I look at everyone on my social media profiles. I've got 700 followers on Instagram. I've got 400 friends on Facebook and I list out all the people into one Mando Excel sheet. That is my first leads list.

And I reach out to them and I open with something that has nothing to do with my profession, which usually has something to do with their life. And so I take the 30 seconds before I message everyone because you only have a fixed amount of people and I would say, what's new in Sarah's life? Sarah just had a kid, Sarah just moved, Sarah just had a baby, Sarah just competed in a tough matter, whatever. And then that would be my opener. And then it's house things, right? And then once you have house things, then you transition, you can move the conversation into whatever direction you want from selling fitness, I would say,

oh, well, how do you have time to cook food and get in shape? If it was, I was career coaching, I'd be like, how are you making time for work in your career goals? If I was doing about, if I was selling therapy, I would say, like, has your mental state with like crushing all these goals, but like, are you taking time for yourself? Like, I could, you know mean like I could sell anything from once I just know once I have their attention and we use something I call the ACA framework which we learn from the general world, but it works with anything It's just how to talk to a human being but is acknowledged whatever they said compliment them on a legitimate compliment and Then ask the next question is a lot of people just don't know how to have a conversation

And so whenever someone says, you know, I did the Tough Mudder. I would say, it's so cool that you did the Tough Mudder compliment, which would then say something like, that's, that's so tough of you. I was, you know, it's so cool that you take that time to push yourself. You must be that type of person I would label them

with something that I want to use later in the sale. And then, so, and then the ask is, let me move the conversation forward. And so that is, I then have my big list of every single contact that I have, and I start with the open hook that's personalized to them, and then I move them through ACA, and then I set them up for a 10 minute qualification call of some sort to just make sure that they like whatever it is, and then I would set up for a real conversation. So, and if you're curious, what does that 10 minute call look like? Yes. It's, uh, so I use something called the Closer Framework. It's not that this is the perfect way to sell. It's just, it's a, it's a simple, uh, acronym that I used to organize sales scripts.

And so C is clarify why they're there, right? Because they got on the phone for a reason. They decided to respond back to you for a reason. And so it's the first obstacle that comes up in any sale as someone says, I just wanted more information. Well, no, they didn't. They got there because they have a problem. Like, you're not just hopping on phone calls for information all day. Of course you're not. Right. Like, you can make that joke if you want to. Really good. Right. And it's like, well, because then you just clarify, like, what problem do you want to solve? Like, six months from now, what do you want to have happened? And then the person's like, well, I, you know, I can't fit in my jeans anymore. You're like, right, boom, I've clarified where they're there.

Then you restate it with L, label them with a problem. So to be clear, you're not the way you wanna be, you're currently how much, 200 pounds, what would you like to be? My high school weight, what's that? 130, got it, gap. Okay, cool. So then we go C, L, now we go to O,

so this is the closer framework. O is overview their past experiences. This is, I call it the pain cycle. So you say, what have you tried so far? How did that work for you? What did you like? What did you not like? Whenever they say the things that they like,

you mental note of that so that when you present your solution, you're gonna talk about and tie the things that they liked about it. It's further buying map. Uh huh. And then the pain part is where they're like, oh, this was terrible, it was too hard to follow. They didn't pay attention to me. No one followed up, blah, blah. And so then it's like, oh, this was terrible, it was too hard to follow. They didn't pay attention to me,

knowing, followed up, blah, blah. And so then it's like, well, what else have you tried? And so we just keep doing until we've exhausted all the pain. And whenever you bring up past experiences, it always aggravates and increases in importance like in the political world. Whatever the new cycle is on, people will say is the most important issue of the election.

And it's really just whatever the media chooses to, whatever piano key they want wanna play on everyone's emotions that month, but it works the same way on a micro level on a sale. So whatever you're talking about in the pain cycle is gonna be the thing that they now think is more important. Even my health is more important. Maybe my, the cleanliness in my house is more,

maybe I do need insurance, like whatever it is, right? And so in a set call, we stop there. So you basically go clarify, label, overreheat the past experiences, they're in the middle of pain and you're like, I think I can totally help you. I don't have time right now. Let's put a much longer, because this is like a cold, like basically it's a set call.

Now if someone has, if you're selling a smaller ticket thing, then you can go cradle to grave, right? You can go to clear to close if you want to. But if you're selling an insurance product, you're trying to buy, you know, get them to do a house or do it a longer sale, then cool, then let me put some stuff together for you.

So I can give you a much more informed answer, but I think we can really help you. Can I ask you a question before you do that? Do you get any commitment from them, like if I can't end up helping you or you're open to me solving the solution for you, or do you not get any hook close at that point? Yeah, we call it the integrity tie down.

So yeah, we have this big checklist that we call the lead nurture checklist, but it's like 17 things that we do, whatever we take on a portfolio company. We always look at their show rates on appointments and we can usually take all show rates even in the coldest prospects to 85%. But it's like everyone's like, what's the, there isn't one thing. You have to do like 17 things that each bump you by 5 to 7%.

But I like it. So you're going to end the conversation there with some probably minor commitment colds that if you can solve the problem, they're're gonna move forward when you get back together. 100%. And so then, when you go to the second call, we still go through CLO again. And you really, again, you're like, sure well. And you just dive a little bit deeper into all of them.

And then you go, SCR. So, SCR is solidification. And I use this acronym, this moniker, because I say you wanna solidification on the plane flight. And so a lot of people, when they wanna sell stuff, they talk about the widgets, right? They talk about TSA, they talk about checking their bag and taking the shoes off. And who they're gonna sit next to sell the vacation out the plane flight and so a lot of people when they when they want to sell stuff They talk about the widgets right they talk about TSA they talk about checking their bag and taking the shoes off And who they're gonna sit next to on the plane and the seat and how long the flight's gonna be and the modules and the services and whatever

But people just want Maui. Yes, and so you should be describing the beach and the ocean and that what they're gonna Experience the moment they get into the hotel room, right? And they can open up the the curtains and they look out the window, like, that's what we should be describing, not how they're gonna get there. So you sell the vacation, and then ER is explaining with our concerns. So once you sell the vacation, that's when you make the ask. And then E and R is, okay, if they don't say yes immediately,

totally reasonable, most people don't expect no. Yeah, but train for no, because that's where you make the money. And then we explain it with our concerns. And so, you know, for us, I train on three major obstacles, which is they correspond to the distortions of reality from Dr. Albert Ellis. And so you've got people who are upset at the universe. So circumstances, that's on the outer most layer. And then the next level underneath,

and this is like an onion. So if someone says no, and they say time, money, this isn't the perfect fit for me, all of those are circumstantial. And that's the easiest thing to say, and that's the first thing people say when they say no. The second level underneath that that is other people. So first people are upset and distorted about the universe. Everything's unfair, nothing goes my way. The next level is because of insert person, blame finger goes out, my kids, my husband, my coworkers, my mom, whatever it is, won't let me do this thing. And so they put all the power on the other person.

And so we have to break that apart and get somebody who's in power who can actually make a decision. And usually I am a big believer in sales being an actual empowerment conversation. Because if you're talking to an empowered decision maker who's informed, that's the only person you want to talk to. And I believe a well structured sales conversation can increase the number of people who are that person.

Great. And so the final layer, the deepest one, is themselves. Right. And so they have their own fears that they have to overcome and doubts about what's going to happen. And so we work through those layers until we eventually have a person who has now made a decision.

And so when we can do that, I'm a big believer in like trying to get yes and no, not to be like hard closing, but just so that if someone doesn't give a decision, then we want to walk them through how they make decisions so that they can make a decision by your product. And so, as we're going through it, so that's basically just like the explain-way concerns. And then finally, R is that the person says yes, and you reinforce the decision.

And so a certain percentage of sales, especially in high volume transactional sales organizations, people back out, they get cold feet, et cetera. And so what we try and do is the moment someone closes, we want the next 24 hours to be unbelievably choreographed. And so like, and we're talking immediate. So the moment they sign, the moment the credit card goes through, they get a text from the onboarding person,

or we do a warm handoff like, hey, this is surely, surely is going to be taken from here, like I said earlier. And so what we want to always do is set expectations, meet expectations, set expectations, meet expectations. And I have changed my tune about this. I used to always say, over deliver. But I've come to the point now where I genuinely believe that if you just keep your word, they

will trust you more. And ideally, and this is a little hack for everyone, if you're any type of services business, let's say you're an agency that does SEO, whatever, and it takes you 14 days to on ramp somebody rather than saying we're going to touch in every week, right, which should be fine and that's what most people do. In that week, you probably do like 25 things, right, but you're going to have one meeting. If you want to be really clever, every day, send an email, it says, hey, no need for reply. Just want to let you know we did these three things. We'll recap at the end of the week, but I just want to let you know where we're at.

If you send progress supports every day, what happens is you create multiple reinforcement cycles. And so you're setting and completing. Setting and completing. And so at day seven, when normally your competitor has only talked to them, this is the first time they talk to them since the sale, you had a warm handoff and they've received communication from you every single day. So this is like the eighth touch point for them. And now they're trusting you so much higher, which then translates to way lower backouts, way higher ascensions into whatever your next revenue thing is or the next product or expansion

revenue and more referrals and testimonials. And so we try and choreograph that process and that's the R. And so close your framework, clarify whether they're labeled them with a problem that you can solve. Overweat their past experiences, the pain cycle, sell the vacation, not the plane flight, explain where they're concerns and then reinforce the decision.

Okay, a lot to unpack there. Yes, okay, so hang on, first off. This is one of those notes, a segment on the show. We rewind it and go listen to it again. Go rewind seven minutes back or whatever that was and listen to it again because there's genius in there. I just wanna unpack a couple on the show? Rewind it and go listen to it again. Go rewind seven minutes back or whatever that was and listen to it again because there's genius in there. I just wanna unpack a couple of the things. Most of you make the mistake in whatever it is

that you're doing, you even do it with your kids. You are selling the plane flight, you're selling the process, you're selling the steps as opposed to the beach. That's a biggie. Number two, this notion of the 24 hours post, I cannot get over how many people think the sale just got closed, I'm done. I cannot get over it. Number one, you're probably going to lose the sale.

Number two, you're definitely diminishing the amount of leads, you're going to generate from it. I just did a very significant transaction with somebody. I had a very laid out process in my company. It's a very major exit type decision for somebody. I told my team, the second we hang up this phone He is going to begin to doubt this decision if he's an airplane. He's freaking losing altitude We need to be doing x, y, and z But it's already a predetermined process. I was just taking them back through reminding them. Why? Some of the businesses you have it is just a 24 hour process some of you to other point, it's a week or eight or 10 days and whatever it might be. Sure enough, what was supposed to happen the next morning?

Didn't. By midday, we were behind. Then he messages us with a question, which we replied to. Then he messaged with another one. When the second question came in, I messaged the entire team. The steel's over. We're losing this deal. No, no, no, we can get it back. We've lost the deal. He has switched. He's got downward momentum and it's our fault. Sure enough, massive, like close to nine figure mistake that was a process that was involved. Some of you are making a $800 mistake on this happens. Let me ask you a hard question,

because this is something I've done in my career. It's not process driven, but it's important. You went through this process. Sometimes I think that somewhere in that flow, tell me if intuition works or you just stick to the process. Somewhere in that flow before you get to close. I've had the intuition out, this person's ready right now. I can go to this step. That's not necessarily something that's able to teach on scale.

You know what I'm saying? But I've also watched a lot of people go, you have them here and now you're beginning to layer objections in it and it's taking longer than their tolerance level is. I see a lot of people, especially the longer they're in sales, they unsell them. They give them more. Let me tell you one more thing. One other thing you should know. One other thing. By the way, my checklist says step four is I then do this. Do you, because scaling this isn't as easy as, but I also know the real world.

Should someone still have sensory acuity when they're in the process and go, we're ready now. So the way that we train sales is that one, we start, you might love this. Okay. So we try and think back to front, which is if someone, a lot of the people train rapport building first, they train the script top to bottom. But if someone knows how to do the first half of the script and they don't know the second half of the script, the likely they can close the zero.

Yes. If you train people from the back of the script or the front of the script, if someone doesn't have rapport and they don't know the opening questions but they know how to close, the likely they could close is greater than zero. 100%.

And so, 100%. And so for us, my belief from a selling perspective is that if you follow the closer, right, clarify whether they're already in asking questions, labeling them is just asking for agreement on one statement that they have the problem. Overvening past experience is just questions. We haven't said anything else, we're just asking questions. And then the only time you actually make a statement is when you sell the vacation. And then after that, you ask.

And so for us, the E only comes out after they've said no. And so we got it. We explain it through obstacles and objections. And so objections as I see them come up after the ask. Obstacles come up before the ask. And so if someone says, I'm just here for more information, that's an obstacle. So we handle that up front.

If, you know, like an upfront again, it's like, is there any other decision makers that need to be on the call? And we asked that in the nurture process before we're on the call. And we will reaffirm that at the beginning, because if they say no, or yes, I do need someone that like, cool, let's just reschedule. There's no point in going through this.

Objections happen, which is universe, like time, money, fit. I need the other decision maker, or I don't know how to make a decision, which is the personal thing, the doubt part. And so then we walk them through making the decision making process. But each one of those, we always loop back. So they give us the thing, we overcome it, and we say, great. So now you ready? Or make sense?

Fair enough? Let's ready to move forward. Do you ever idea on you? Whatever the closing question is. And so that way, as soon as someone says yes, that is when we stop selling. So that's the big, so your point of up, of the up selling is because people then get like, really excited, it's like dude,

take credit card, like, as soon as they say yes, great, what card do you wanna use? Yeah, by the way, I know my audience is like, dude, this is hardcore today, which is exactly, no, no, no, this is exactly what you bring to the table. And it's actually the stuff like, you know, look, it'd be great. We can do another episode today if you want.

Like, hey guys, you know, be positive. Positive, manifestation. Like we could do that or we can actually give you teeth. Okay, here's something you do very well. This is where I think the offer and the lead thing sort of marry one another. Totally. I'm watching you. I listen to you,

and you either do this unconsciously, which I doubt. The best people that I know that are entrepreneurs of any type, okay? You can even go to jobs and I can argue he was great at it. You can go to Muscat can argue he was great at it. You can go to a hardcore selling person like, uh, Ellison or whatever, okay. They know how to frame. Okay, Alex, you're an incredible framer.

Okay. You know how to pre-frame something before you do it. You know how to create the frame when you're doing it. And then you know how to post frame. I'm amazed blown away. Like a great speaker walks out on a stage. They pre-frame what's going to happen there today. Then they sit in the frame with you. Then they tell you what just happened. Yeah. Okay. This is just something most people are oblivious to. And if you're not good

at it, you may get a close and not get leads. If you're not good at this framing stuff, your ad's going to suck. If you're not good at this framing stuff, your affiliates aren't gonna offer it correctly. So all of this fits in there. I'm good at very few things. I'm a really good framer. No, no, I'm a really good framer of messaging. I framed you in the beginning of the message. I just framed the complicated thing, you just called it.

So I reframed what it means. Are you conscious of that? Do you teach it? Do you think it's something that most entrepreneurs and salespeople, entrepreneurs and or salespeople are not aware of enough? Yes. In terms of teaching it, I think that good for I think framing to your point using a different word is contextualizing. I think it's a teaching skill. And so what we're saying is like I said this,

this is what this means. It's like I'm translating this because you might speak in techno jargon for whatever the thing that you're selling is. And they're like, you just said a lot of words and like it means your house is gonna be protected. Right, that's what this means. Could I give you another example?

Could I give you another example of frame? Your launch. Yeah. You framed it as, here's everything that's gonna be, everything that's gonna be, here's gonna be, and then and it's free. So you created a particular frame, and then you stepped out of it and shocked them.

But what you did is, first off, you have a generous heart, and that's why you really did it. But let's also be honest, you created this massive value frame. This would cost you this. This is how you did it. This would do this, this would do this. And then emotionally, yeah, because you were emotional about what you were giving them

and believing it so deeply. But then you kind of stepped out of the frame and went, all that, bam. And now you're back in a new frame, which was a value gift generosity. Now everybody leaves a launch. It's super important. I don't even know if you know you did this.

I mean, I know you know what you were doing, but I don't know if you know what they've led. You have built a reputation of being someone who brings tremendous value, okay? That's one thing. Tremendous value, well prepared, articulate, cutting edge. Clearly does this, isn't talking about theory. That was the frame that was going on the entire launch. And then you stepped out of the frame and became a Jesus figure. Literally, your frame changed, kind, generous, giving,

philanthropic. And so you get this great value frame and then you stepped in, you guys all know what I'm saying, in other words, you create a great value then you stepped out of the frame and gave it to you. And that's, it's in to your point, an irresistible offer when you do it that way. Were you conscious of that?

And when I explain it back to you, do you see what I'm describing? Yeah. You usually use two frames there. Yeah, 100%. Punking the game. Is that what you call that? Well, it just a phrase I like for it.

And it was so good, Alex. And I'm, I'm, it was so good. It's going to make it really hard for anybody else to launch a book. Hopefully. No, it's going to make it really really hard you changed what that frame looks like now and honestly I wanted to honor the book because of how much time I put into it and so I put I put probably 200 hours into the presentation But I put I put 2000 hours into the book and so it was only 10% of my work from the book one to the presentation

Even though the presentation was a though the presentation was a big thing. But to your point with the contextualizing, like if I said, here's this thing, enjoy it. People don't know how to process that. And so it's breaking it down so that they can understand how this will actually benefit their lives. And if I can, my hope was that people would at 12,000, at 5,000 and at $5,000 and at $3,000 as I

price dropped during the pseudo pitch, that people and I got messages after being like, dude, I was there at five. I was in. And so it's different than giving a free gift. I wanted to give a $12,000 gift to every person that was there, but I had to justify why it was a $12,000 gift and why everybody would have paid that, but then instead got it for free. But Alex, what I'm saying is that it was brilliant and by the way, very generous of you, but this is something in the sales process.

I don't think most people, they're giving away their product. They've not created a frame of its value before it's reduced to the access point that you can get it at. And that's something all of you, just the concept of what we're describing, you've all got to start to understand, are you're not going to be as great as you could be? You're not going to be the go to what you do. I want to go to some of the things you've, yeah, here's something a guy said recently. This dude said, there's a moment when every boy realizes no one's coming to save him. And that's when he becomes a man. And some boys never get there and stay children forever.

That guy was you that said that. And it's important when we step out of this. Like this stuff matters because no one's effing coming to save you. No one's going to make you better at your business. No one is going to get you to be a better persuader of people or a fr frame of people other than you. And I just feel like that's one of the more profound philosophical comments. There's a lot of grown men and women that are

still boys and girls because they think someone else has come and changed their life. You say otherwise. What would you say to someone who's still living in that delusion? Wake up. I mean reality Probably stares them and start contrast what they want. So they're like it's I use the blame finger a lot Which is that power power follows blame and so if you blame the government who you think is supposed to save you Or you blame politicians who you think is supposed to save you or blame your company that you work for who you think is supposed to save you or you blame the market. It doesn't really matter where your parents. The whoever you blame is the person you ultimately give power to and I find that really

interesting because when I was, my moment of figuring this out was when I was 19 and I was really resentful of my parents. Specifically, this instance was my mother and I blamed her for the way I was acting. I was like, well, if she parented me differently, I wouldn't be this egotistical and arrogant when I'm, and I realized that I actually was giving the person that at the time I disliked the most in the world, all the power of my behavior.

And so I was like, so that idea sickened me that the person I disliked the most, again, at the time, was the one that I was actually giving my leash to. Wow. And so I was only acting in response to this leash and then, and willingly, voluntarily giving her all the power of my life and all I was doing is reacting to what this person did

or what the government does or the politicians do. And so the first, I mean, I've said this before, but the first two words of getting out of poverty are my fault. And the thing is, it doesn't actually matter if it is your fault, but it is your problem. And so you have to solve it because no one else will. And so that allows you to actually do something about it. And so that's been, I'm a big believer in operationalizing

and only thinking about things through actions rather than feelings, because the feelings come and go and also they are justified or unjustified, it also is irrelevant. Because like if you make a hundred cold calls, whether you hate it or you love it or you're meant for it, or you never wanna do it for this your life, you make the calls and you practice the script, you'll get business.

And you can also get business and make money even if you don't deserve it, which for me was actually a really comforting point because there was definitely moments in my life where I had tons of self-loving, then they got deserve and they blah, blah, blah. But the idea that I could still have it anyways and not to serve it, if I only did the things that got it, was like, it was kind of like in the weightlifting world that the iron is the iron. Whether you're black, you're white, you're a woman, 500 pounds, 500 pounds. And so like the actions that create success are often are kind of the same way, which is like the hundred phone calls or the hundred pounds on the bar, the work just needs doing.

And it doesn't, and I think it's, it's incredible, for me, it's really inspiring that anyone can do the thing and get the result no matter how they feel about themselves. And I think that's really freeing. And so, to the person who is still plugged in and waiting for someone to save them, someone will save you, but it's you, future you, the better you, the person that you've been waiting to become.

Bro, you almost look like a somber look on your face when you say it. You say that because like you think so many people just aren't going to get that. Or do you say it because it's just so obvious to you at this point? I think it's because I've been there. You know, and so that's, that thing that's why my tone probably changes when I talk about that stuff. But I mean, the reason I make all the content that I do is because like, talk about that stuff, but it like, I mean, the reason I make all the content that I do is because like, I get it, like, it means tough. Like, I mean, the thing, the rocky cutscene lasts two minutes in the movie, but it can

last five years in real life. And it's not, and there is no background music, you know what I mean? And there's no audience waiting to cheer for you, and you don't know that you're going to beat a polycrete. So you're in it for five years and I think the hard part of entrepreneurship is the uncertainty that you don't know if it's going to work out. But taking to the other natural extreme, if you did know and you were guaranteed that it was going to work, it wouldn't be worth it. So we want something from a world, we want to guarantee

you from a world that doesn't give any. And the fact that it doesn't give a guarantee is what makes it worth it. Bro. Bro. My nephew's got an auto detailing business. He just started and he calls me, he calls me Uncle Eddie. I just don't know whether or not my business is going to work and happen. And I said, well, I don't know whether it's going to work or happen as well, but I know that if you did the work, it's likely and happen. And I said, well, I don't know whether it's gonna work or happen as well, but I know that if you did the work,

it's likely to happen. Yeah. And I go, but are you willing to do the ugly? Yeah. He said, what do you mean? I said the ugly ugly. He goes, well, you know, I said, so your existing clients, do you have an affiliate program

and they can refer you people? He goes, actually, I do. For every one of these, they get $25 or whatever it was. I go, that's really good. I said, how many of you getting from that? And he goes, well, I only have like, you know, 18 clients. So like, three of them have sent me somebody. I go, well, if that's all you continue to do, you're probably going to have a difficult time to your point of the past. And he goes, well, what

would you do? I said, I can tell you exactly what I would do. It would be inevitable. What are you doing Saturdays and Sundays? You do in cars? He goes, no, I don't have any cars to do. I said, well, I'd go print out a whole bunch of flyers, and I go knock on doors where people have cars. Yeah. And he goes, oh, really? I go, yeah, I'd knock on 100 doors a Saturday. I'd give him my flyer, let him know about my business, get him exposure, let him know what a great job we do.

Give him a list of my Instagram, and they can see the other cars we've cleaned and the other things that we've done. And in any way, what happens is the more you have a specific plan like this where you're willing to do the ugly and run the numbers, your fear level diminishes to an extent. The notion that's gonna go away completely isn't true. But there's something about doing the ugly thing

that reduces fear. It not only increases your chance of winning, but you're like, the possibility mathematically of me losing now is rather small. But when you're not doing these things, the reason you're living with so much fear is you know the possibility of you not winning is rather small. But when you're not doing these things, the reason you're living with so much fear is, you know, the possibility of you not winning is rather great. And so you're living with a fear that self-imposed, self-induced, and you're fault because you're not willing to do the ugly. And I think

that's why sometimes when I look back at those days, I have that same look you have. There's also an internal part of me that goes, man, I actually did those ugly things when I didn't want to, when I didn't have any desire to and I wasn't sure it was going to work, but I was actually almost ensuring it was going to work based on the math part of it. You know what I'm saying? 100%. One of my favorite math equations to figure out is the input output equation to what I want. And so as soon as you can boil down whatever goal you have into the most simple version of the action, which is like, I need to dial this many things or I need to send this many emails or I need to send this many direct messages or I need to post this many posts of content

or I need to run this much per day in advertising or PPC or SEL or whatever it is. As soon as it boils down to that, then it's plug and chug. Then it's just, and then what happens is action alleviates anxiety. And so, I'm gonna give two polar extremes here. So, this is something I'm working on. But, so, I was saying earlier that I like operationalizing words and like what they mean.

And so sadness comes from the perceived lack of options. That's why it feels like hopelessness. You don't know what to do. That's why you feel sad. And you can solve that with knowledge, right? Because sadness is actually an ignorance issue. You just don't know. So if you did know what to do, then you wouldn't be sad anymore because you know what action to take. Anxiety is the opposite of that, which is you have many options in front of you, but you don't know which to take, which is a lack of priorities. And you solve that with a decision. And so usually you have lots of decisions that you haven't made, and then that's why you

have anxiety. And so you need to confront decisions you need to make. And so there was a point that I was getting to, and I totally forgot, because I get really excited about this stuff. But, no, it was the fact about action and reducing fear when you don't know you have a loose hope. Yes, and so, and so once you have the clear path of like, you, you, you solved it, which is why you're listening to this podcast,

you read the books, you say, so you can go from ignorance, not knowing, to knowing what you need to do, then it's literally just saying, the first six hours of my day, every day, and I still do this, just so you get, like, this habit, I was asked once, what's the biggest ROI habit?

Now everyone has different things, but for me, is that the first six hours of my day, every day, is dedicated to the activities that I need to do to move the business forward. I don't take meetings, I don't take calls, it's just me. After that six hours is when my day starts. So that's when I do, I take my meetings, I take my calls and whatever.

And so in the early days, when I had customers, then that meant that I would work from four to 10, and then I would do all my customer stuff after that. Now where I'm at, now I don't have customers per se, and so I wake up a little bit later. And I work from six until, and the way that my team skaters and my calendars, they actually work in the back of the day forward.

And so if I have like three meetings, they're gonna start them at, the last one will be at 4.30, four, and then 3.30. And so I have from the moment I wake up until 3.30 in the afternoon to move my stuff forward. That's how I work, but I'm not an operator. Layla, my wife is stacked meetings all day long because she's running the teams

and she's keeping cadence on stuff. And I say that because if you were the entrepreneur, then in the beginning, your responsibility is to let other people know about your stuff. If more people know about your stuff, more people will buy it. That is a promise you can take that to the bank. And so like if you think about it to the bank. And so, like, if you think about it, the absolute and app troll extreme, if every person on Planner

knew about your business, you would make more money. And so, the question then just becomes, how do I let more people know about my stuff? And that's why I wrote the book. But it's, like, and I wanted to make it action oriented because either you did the reach outs or you didn't, either you posted the content or you didn't, either you ran the ads or you didn't. And you switch who you're advertising to. So we're talking about affiliates. You can post content to get affiliates. You can do warmeachouts to get affiliates.

You can run paid ads to get affiliates. You can also do all those things to get customers. And what you think recruiting is, you do cold reach outs to get employees. You run ads to get employees. You like the process of making something known is the same. Whether you're recruiting employees, recruiting customers, recruiting affiliates, recruiting an agency. How do you find out about agency? It's the same process of making known. Right now, if you're not getting the

amount of leads that you want, you're not advertising enough period. Again, with the leverage thing, you don't need to be like, we got 500,000 leads, you know, to come for the event, registered for the book launch, I didn't get 500,000. I did, I'll tell you what I did. I hired someone who is a director of people, who then hired a director of brand who organized my media, if we're really talking about this,

right? Who organized my media team, who posted 300 pieces of content a week leading up to the launch of the book. My director of people hired my internal director of marketing, who reached out to six agencies and picked the one that he thought was best suited to run our ads, and they ran our ads for us. And mind you, all of this came off of one thing for me, which was just we hired a director

of people who then hired people who then got the thing. And so 500,000, mine was more or less like, we're gonna follow this playbook. Yes. And then down it went. But if you're like, well, must be easy for you to say, yes, but it still starts with the first action, which is if I hadn't hired that person,

I would have had to move one level down on that level of leverage. And so if you're that solo printer or you're a sales person who works in an organization and you need to get your own leads, whatever it is, there are only four things that you can do to get leads, that you, yourself, you reach out to people you know, you reach out to people you don't know,

you post content and you run ads, that's it. That's all there is. And if you're not doing those four things, whether it's to get affiliates, to get customers, to get employees, to get agencies, it doesn't matter because those are the only four things that one person can do, let other people know about their stuff.

So if you're not getting FLEeds, you're not doing enough of that period. It's not good, it's outstanding, it's truth. By the way, Sasha, have we really been going 45 or 50 minutes? 50 minutes? I literally think we've been doing this for 15 minutes. I have never. I mean, dude, I've done 500 podcasts. I have never looked up at the clock and

gone, it said was 50 minutes. I thought it was like 15. I'm not exaggerating and I'm not letting your ass go just yet. Bro, I'm not exaggerating. That is the fastest freaking 50 minutes in the history of my life. I can't even get over that. That's nuts to me. That's how you know something is good. You mentioned Leila. I'm not gonna let you out of here this time without talking about it.

First off, one cool thing people don't know. It's like almost every single time you've reached out to me, which I love. And by the way, I totally want to do. I've had to say no like three times. Do I'm like this dude who's brain I love picking and I think he likes picking mine too. He just always asks me when I can't do something, right? And it's all sometimes like what are you doing tonight? Yeah, that's not gonna

why I love that one. But it's always includes her. Yeah. And I mean look, you're brilliant. Okay, let's just be honest. Okay, you are are and then I watch her stuff and I'm like dude She's freaking unbelievable, and I know you played different roles But I actually posted something about today and I just want you to take on it By the way one of those other pointing at the other person is their objection for their life some people point at their significant other as their reason right you're given somebody advice about that like hey you're gonna have a running mate necessarily or not a running mate necessarily or not or running mate.

What are some of the things you would recommend from your own experience with her that are most important or something that's even happened with you and her? So I'll give my first frame, which is, we've only been together seven years, you know, married six, and so I realized that I'm young in this game, so take this for what it is. I think Laila and I practice acceptance very well, which

is that the reason that I married Laila was that she never wanted to change anything about me. And that was, that was what I wanted. I just wanted to be me. And I felt like a lot of times I had to compromise or, you know, I felt like I needed to compromise who I was or what I wanted to do for a middle ground. And I think there are plenty of marriages to be fair that do that and they do it exceptionally well. And this isn't me saying that that's good or bad or whatever I'm only sharing what has worked for us,

is that Layla is Layla. And if she wants to wear the nicest clothes and drive the nicest cars and being the nicest pen houses and stuff, then if it doesn't bother me, let's do it. And at the same time, if I want to wear, I look like an electrician, you know? Like, you know, like, you know?

You know, I'm gonna project a lick right? Then she doesn't try and dress me a certain way or make me, you know, like, hey, you'd be really cool if you were just scruffy, you know, or I wish you cut your hair like this. Like, she just doesn't, you know, like, hey, you'd be really cool if you were just scruffy, you know, or I wish you cut your hair like this. Like she just doesn't, you know, and I think the big thing for us is that we are absolutely aligned on the big mission and we're absolutely aligned on the values, which is so where we want to go and how we want to get there. And I think the third piece that we look at is lifestyle is like, what do you like to do in the day

to day or interests? I remember when I was debating whether I wanted to be with her or not, I had a coach at the time and he said, well tell me about your stats. I was like, what do you mean? And he was like, your stats. He's like, since you came in your life, are you making more money? Are you in better shape?

Like how do you feel? Like do you have more energy? Like are you doing more stuff? Are you getting closer to your goals? And I thought about it. I was like, well yeah, I am making way more money. And I mean, shoot, she makes me money because she I thought about it. I was like, well, yeah, I am making way more money. And I mean, shoot, she makes me money because she was working for me. I was like, she literally, she's not a liability. She's an asset.

She's making money. And she's really fit. And so she's like, cook something. She's getting meaty to little healthier than I, you know, because she's cooking. And I'm there. Right, right. And she goes to gym more than I do. So I was like, you know, I see her going, oh, my God, I should go. And so every, when I thought about every one of the stats in my life, they all went up. And so I think that, and I've said this before,

but like, Laila and I didn't have a romantic chemistry, fireworks, beginning. My first date I asked her to work for me and I said, this might not work out, but like you should totally work for me because you have a skill set that would make a lot of sense. And that was my proposition. Right? And she said, no, I just met you from the internet. But you know, three weeks later, she quit her job and she joined

me at gym launch. And so I think it's just been absolute alignment of where we're trying to go, how we want to get there and the interest we have and absolute acceptance of not trying to change the other person or their goals. Now, if there was ever a time in the future where she said, like, my goal differs from yours, then it might not make sense anymore. But I think our goal is big enough and wide enough, and it has, and because we are exposed to the same stimuli, I think I have a tremendous amount of respect for people who don't work with their spouse because that's what I do, and I can't imagine it another way. Now, I'm sure people in reverse say the same thing, but we get exposed to the same hardships.

And so in a lot of ways, I feel like we continue to grow together or at least in parallel on the same path. If you're exposed to a lot of different stimuli and stressor than your spouse is, they're gonna respond to the stressors in a depth, just like any other organism would. And sometimes that means you grow apart. And so I'm very grateful that we can work together

and, transparently, that my wife has a skill set that is consistently incredibly valuable, you know, because real talk, if if Lala wasn't an exceptional CEO, then we wouldn't like Lala wouldn't be the CEO, you know what I mean? But she just is. People don't know this from the content, but I would argue that Lala is a better CEO than I am quote visionary. I think the ideas are easy, doing it is hard, and she has made me look exceptional by making crazy ideas, like a 500,000 person launch actually happen.

Like anyone can say, sure, let's do an affiliate program, let's do a referral program, let's do this, let's get some agency, like I say all that stuff, and then she's like, got a 168 item, a list, and then she starts dealing, you know what I mean? Dealing and then selling these things out, and then all of a sudden, I get all the credit, which is, you know, a burden I have to bear, not so good.

Are you happy right now? Me? Yeah, I'm loving it. I'm in the game. Yeah, and like, is, oh, no pun intended, but. Yeah. So you are happy right now. Me? Yeah, I'm loving it. I'm in the game. Yeah, and like is oh, no pun intended. But yeah, so you you are happy right now. This is the best. This is the best version of me I've had so far. But I I realized for me that my when I look back on the my short life, the times that I have that I look at the good old times were always the times

where I was in pursuit, not when I was in achievement. And I absolutely now have a massive bone that I'm chewing on. And there's nothing like, if I have three days in a row on a long weekend and I have nothing planned and a big cup of coffee and a big ass goal I'm working on, like there is nothing in this world that makes me happier. Then just being able to just pull a thread and just keep pulling it on my own and working through something complex, like writing the book, like organizing the launch or scripting the ads or coming up with the affiliate program that aligns every party associated with it. That's, there's nothing I'd rather do. I don't have hobbies. hobbies. Like, I get, I get flack for this all the time. They're like, don't you think you're unbalanced?

I'm like, why? Like, I like this. I like what I do every day. It's interesting what we share. By the way, I just did content that I released today that said, if you're trying to change the person you're with, you're wasting your time, right? I just did that.

The other thing is that I have tried golf and I play a little bit, but the truth is, business is my sport. Yeah. Business is my hobby. Changing people's lives is my passion. And of course, I'm happy doing it. It would be like, if you love golf and you played golf all the time, wouldn't you be happy?

I love doing this all the time. It makes me happy. I cannot get over how quickly this went. I almost feel like I would like to spend the night with you. Can I have one caveat to the question that you asked about the happiness thing? So happiness is a really tricky question. And I think, I'll give a reframe for the audience that might be helpful, which is,

like wanting to be happy from a, submit like a word perspective is in some way saying, like I wanna eat a meal so big, I'm never hungry again. It's a misnomer. And I prefer to use the meal so big I'm never hungry again. It's a misnomer. And I prefer to use the word joy that I experience joy or that I experience meaning in the work that I do because like you can mourn and be joyful at least in my yes my two cents. And so I think that the idea that I think inhibits or prevents a lot of entrepreneurs from continuing down the path is that they are like

I'm not happy. But like happiness a lot of times is just a circumstantial response to whatever external thing. But if like, joy is a lot more internal and you can be in the thick of it and working on your auto detailing business on the 37th door of that day and you have a little tick mark and you know, you got to get to 100 and you had the last 36 slammed in your face, but like you can be joyful if you reframe the joy around the person you are becoming by doing the hard work. And the thing that has, I think right now,

been my biggest area of interest in terms of my own performance has been truly divorcing outcome from winning. And like it's really easy to say and really hard to do. But I want to be the father that when Timmy wins 10-0, I can look at him and be like, I'm disappointed in you, not because of the outcome, because I know you could have tried harder. And on the flip side, if he loses 10-0,

I'm gonna be like, Timmy, you'll work your ass off. You left it all on the field, I'm proud of you. And I want to be like, Timmy, you'll work your ass off. You left it all on the field, I'm proud of you. And I wanna be Timmy, to me, and judge myself by that. And I get in the most flow in the work when my metric for success is how hard I worked for it. And that has made joy feel like it's under my control more than anything else. And so that is what I've been practicing on a daily basis.

And I think has for me unlocked a level of productivity and work that when I was more external and outcome focused was more femoral because like, you know what, I could have had the book lunch and the internet could have gone down for the whole city of Vegas. But if I know that I had done everything in my absolute power to prepare, then I could still be proud of me. And I would have earned my approval. And so it's more like that has been my consistent process of like if I can just respect me for the work I did, and that is enough. That's another level right there. You just described me to me better than I've ever described to me. Bro,

okay, by the way, everyone on my team, just so you know, that's a social media clip right there, the last minute and a half. That's the best description I've ever heard of how I've lived my crazy life and it explains me to me. Let me tell you what you just did in the last minute there, two minutes. You helped. I'm being honest, I'm older than you, and I'm still richer than you. Barely. I say that, you know what I mean? You're definitely.

No, I don't know that anymore. But you just described me to me. You just helped me understand myself very well. There's a depth to you, bro, and a dimension. My favorite people are really multi-dimensional people, and you online sometimes make your safe seem like you're just entrepreneurial dimensional. But what makes you such a creative, skilled, visionary entrepreneur is the dimension that you have. Is your depth. Is your depth. And you just

exemplified it right there. I've just had somebody a lot younger than me, just explain me to me better than I've ever understood myself, what you just said right there. And that's why I kind of look at you like a young son or a brother because that's exactly how I am. It's exactly Alex how I am. And it's made me understand why I actually live pretty joyfully most of the time,

yet it's not something I'm going to go get and I'm gonna slow down and cool down and then it's all gonna rain down on me in those times. It's been the pursuit, it's been the growth. Bro, such a great conversation. It is the fastest one. And guess now, like an hour and 10 minutes or whatever it's been that I've ever had

and I just feel this sense of like real accomplishment. Yet I'm empty because I know we like barely scratch the surface. What we should just do is like, let's just have you back every six months from here in town and we'll just dig deeper into your brain. Thank you for today. Thank you. You guys, he's awesome.

I don't need to sell this one to you. Like you just shared this with anybody who's ever got a business in your entire life. He's Alex Ramozi, you should be following him on social media. I fully endorse him by the way. And you should be following him on social media. I fully endorse him by the way. And you should go get a hundred million dollar leads, one hundred million dollar leads, how to get strangers to want to buy your stuff. Go check out acquisition.com. If you need help growing your business, Alex might be a dude you want to see as well.

Can I add one thing? So just as a gift for you guys, if you like podcast stuff, I put both of my books on my podcast for free. So if you're like struggling right now, you don't have money, you're like, you know, $20 is gonna kill me. The game is called the podcast and it's high 500s, I can't remember the actual episode, but $100 million offers and $100 million leads to the audiobooks, I put them all in my podcast so you can just listen to them.

Yeah, it went to the number one podcast on the planet when it did. Yeah, so you guys go get it, he's not doing it because he wants another download, he's doing it. I could promise you that. All right guys, Alex, thank you. Thank you.

God bless you everybody, max out. This is the Ad Milach Show. you