The Game with Alex Hormozi - Ham and the Garlic - Give the market what it wants | Ep 259

Episode Date: December 18, 2020

Lead your clients to the best destination. Today, Alex (@AlexHormozi) discusses about a fun story that often gets shared around in the industry and a great lesson in meeting your clients where they are today, in order to get them to where they want to be tomorrow.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned on his path from $100M to $1B in net worth.Timestamps:(1:19) - Alex shares "Ham and the Garlic" story(2:50) - Give people what they want to give what they need(4:50) - Change perspective, speak truth, relate, understand clients' problems, fearsFollow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

What's going on, everyone. In this short video, I want to tell you a story about how you can position your marketing in a way that gets a lot more people to respond to it independent of whether you may like it or not. Welcome to the game where we talk about how to get more customers, how to make more per customer, and how to keep them longer, and the many failures and lessons we have learned along the way. I hope you enjoy and subscribe. When I was starting out, I struggled to get people to buy what I knew would help them. right so when i started in fitness i wanted to say hey there's a sustainable way uh to look the way

you want to look you just need to learn how to count your macros and and uh and and and and do resistance training if you do that you look the way you want to look but for whatever reason my marketing that talked about that because i knew it was true didn't get people to respond right and i didn't get any new customers even though i knew i was saying the truth right and later on in my career uh before i learned this lesson i was doing marketing for a dentist and I was running ads and we had landing pages that we had built and it was working and he called me up furious and he was like this looks horrible this is terrible for my brand I would never sign up for something like this and I was like well it's a good thing that you're not your customers you already have nice teeth right and so the story that that

that drove this home for me was a story that's become famous in our community called the ham and the garlic and so the way the story goes is the was a little kid and he was incredibly excited to please his dad, right? And his dad one day decides to give him a dog and says, listen, son, you got to take good care of this dog. And if you don't take good care of the dog, then it means you're not responsible. All right, so you've got to take good care of it if we're going to buy it. And he says, okay.

So he gives him the dog. And so one day the dad goes to work, you know, a couple weeks later. And the kid sees the dog. He's playing with him and you notice he's got ticks all over him. And he's like, oh my God. And he's super distraught. He's like, what am I going to do? What am I going to do? And so he runs over into the other room whose grandmother who's looking after him while his dad's at work.

And he says, Grandma, like, what do I do? The dog's got ticks all over him. And the grandma says, ah, miho, you just have to give the dog some garlic. All right, so go feed him some garlic, and then the ticks, you know, will go away. And so the kid goes and he tries to feed the dog garlic and the dog's moving his head because it smells like garlic. He doesn't want to eat it, right? And so he goes back to the grandma and says, His grandma, I try the garlic, it didn't work.

What do I do? And she says, Meel, did you just try and give him the garlic straight up? He's like, yeah. He says, ah, you have to wrap it in ham. Wrap it in ham first, then feed it to the dog. And so he's like, okay, so he wraps it in ham, and goes to the dog, the dog eats it. And then a couple, you know, an hour later, the ticks start crawling up the wall because the dog starts, you know, sweating out garlic, whatever, right?

And the kid feels saved because the dog is taken care of. and the dad still is proud of him, et cetera. But the moral of the story is that you have to give people what they want in order to give them what they need. And so many times people are not at the perspective from which they don't have their perspective. They don't have the context to understand what you're saying because you already in the no.

Mosy Nation, real quick, if you are a business owner that has a big old business and wants to get to a much bigger business, going to $50, $100 million plus. We would love to talk to you. And if you like that, we'd like to hear more about it. go to acquisition.com, you can apply anywhere on the page and talk to one of our team and see if we can help you get there. And so you have to go back in time to before you knew what you knew, what you know now, and meet people where they're at and then walk them across the bridge to where you need them to go. And so when we started marketing fitness, we would market, you know, short,

duration, challenges, detoxes, things like that because we knew that people who were in that state of mind, what they want is a quick fix, right? And so what we would have to do is we'd bring people in, we'd give them what they want to get them to respond, and then once we earn their trust, we said, hey, I know you had a little, you know, we had some success in this first, you know, a few weeks, but you're not here just for a few weeks because you don't want to gain it back, right? Of course not. Right? You really want this to be a long-term thing, because if you lose it and gain it back, what's the point? And they're like, yeah, and it's like, and at this point, we said, this is the garlic. What you need to do is you learn how to count your calories. You've got to learn

how to eat macros and you got to learn how to train for real. All right. And so when we had that, we now had the context to have the truthful conversation with them and deliver the garlic, right? But it took the ham to get them in the door. And so right now, you may have something that you're trying to market in your business and you're trying to get your customers in the door and you're marketing from a position of already knowing the answer.

And that's the issue. And you may shake your fist at these other marketers, your competitors. They're like, and you're like, man, they're marketing short duration things. that they're marketing these whatevers, right? But they're probably marketing it because it's working for them. And so I'd encourage you to shift your perspective from saying, this is the truth to this is their truth right now. And I need to meet them where they're out.

I have to go back across the bridge to where I used to be, talk to them in that language, relate to them, understand their problems and their fears, and then with my, once I've convinced them to trust me enough, then deliver the garlic to them. So you have to give them what they want in order to give them what they need. And this is in essence what a lot of great marketing is, especially if you have any type of business that has any sort of transformation that you're delivering.

Anything that the other person has to take some steps towards you in order to be successful. And so that story is always stuck with me because it applies to any type of coaching or mentor-mantee relationship or really anything that you're marketing to the public where you need them to break a belief in order to consume your service or get the result that you need them to have, right, or that they really need for them. themselves. And so many times you can't begin with the end. You can begin with the end in mind. You do not begin with the end. You have to start where they're at and then tape them along the journey the same one you did so that they can get to where they want to go, which is where you know is going to be the best place for them. So anyways, I hope this is valuable for you. If you like that,

I'm sure there's buttons and things that you can click and learn more and all that stuff. But anyways, keep being amazing. Have an awesome day and I'll catch you soon. Bye.