The Game with Alex Hormozi - How to Get Leads Consistently (without Boredom) | Ep 156

Episode Date: October 9, 2019

"The biggest and hardest part about business is being boring and consistent because it's hard because humans get bored." Today, Alex (@AlexHormozi) discusses the importance of consistently marketing with messaging that has worked in the past, how to find new stories that fit within those messaging buckets, and also gives two analogies to illustrate his point.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:(1:26) - Advertisements: need for consistency, avoid repetition, new stories within messaging buckets(2:14) - News: people change, stories remain, consistency in messaging(2:38) - Marketing: core desires stay constant, messaging doesn't need creativity(4:50) - Stories: fit messaging buckets that the target audience responds to(7:32) - Story believability: personal elements in larger messaging buckets(10:41) - Pain points: hit multiple avatars, salient experiences, story experienceFollow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

What's going on, everyone? Happy Friday. Hope you guys are having a fantastic Friday. I wanted to make this because I literally just got off the call with my marketing team, and I just gave these two analogies, and I thought they were really good, about how to consistently market and always know that your ads are going to convert. And so one of the issues that we ran into with our team is that, you know, they get tired to making ads all the time, right?

They get bored of making ads. It's like the same ads over and over, over, right? And so they want to flex their creative muscles, right? And we do the same thing as I want to flex our creative muscles and think of new hips, you know, new hooks, new new things, right? And so there were some ads that I started seeing from gym once that were like, you know, how to build a great culture, how to retain people, how to, you know, is your gym ready for 2020? I'm like, dude, no one gives a shit about that, right? Because the desires of your avatar don't change. The desires don't change, right?

And the messaging shouldn't change either. And so the two analogies I gave for this are that one is, one is. is a Henry Ford story and the other is a news story. I think you'll like both of them because I think it really drives the point home. So Henry Ford was like going past his marketing department over and over and over again for months or for months. We're looking at these marketing games, blah, blah, blah, blah, blah, right? And so finally five months in, he looks at his CMO and he's got this, you know, this banner, this ad of like a Ford car or whatever, he's like, hey man, like, when are we going to stop running that? I'm really

getting tired of that ad. And the CMO is like, we haven't run it yet. And so the story illustrates it like, just because we think about something and we've run so many advertisements ourselves to our avatars, they are not sick of it yet. We have just seen it a hundred zillion times. And so you have to always remember that it's their first time seeing. It's the same thing when someone walks in the door. It might be the fifth person or 10th person you've seen that day. You still need to be as chipper as upbeat, still follow the process with that person

because it's their first time seeing you. And so that's the Ford story, right? Like we get tired as entrepreneurs because we get bored and we get ADD. It doesn't mean that the market needs to change. Story two. The easiest way that you can see this is with news, right? So think about the news, right? They're kings and queens of capturing attention.

That is what they have done, right? They literally, that's all they did is they capture attention. They sell ads. That's how the news networks work, right? That's their programming is news. But what's interesting, and I love this saying, is that news does not change, only the people, as in only the people in the stories change, right? I'm going to be a little bit negative here, just in terms of the way that it's portrayed,

but like rape, murder, violence, storm destroys area. because most news is negative because that's what they know gets attention because negative sells more than positive, right? IPO of big company. All that stuff is news. The only thing that changes is the characters, is the people inside. And so you need to see your marketing the same way. The messaging is going to be the same. The core desires of your avatar do not change.

The things they want to hear, the promises that are going to be made, the results they want to see are not going to change. And so you do not need to become more creative. biggest and hardest part about business is being boring and consistent because it's hard because humans get bored. But as you grow and the avatars and the amount of people that you reach grow, still most people have never heard of you. I don't really get stopped in the street that much. I don't. I mean, I do occasionally. But not really, right? And in your area, you probably don't get stopped in the street all the time. Your marketing doesn't reach nearly as many people as you think it does. And so you may be tired of seeing the marketing the way it is. You may be tired of showing great

workouts, good food, like people getting like weight loss results and you might want to start talking about sustainable, sustainable something and like whatever random ideas come into your head, none of it matters because it's not going to drive the engagement of your avatar because it's you getting bored, not them getting bored. All right. And so the secret to making great ads consistently is to bucket out the messaging that works the best. And so for us at gym launch, we have core messages that we hit on.

right, that we know these seven buckets of things that we talk about are things that generate interest and generate applications, right? When I show a gym owner who hits seven figures, right, that is something that people click on. And so what we need to do is think, how many of these stories can we capture? Can we do it as images? Can we do it as video? Can we do it as video? Can we do it as video? Can we do them as long clips? But all of them fall into that message bucket, right? And so that would be a testimonial bucket. The next one might be a video of a filled gym, right? So we know that videos of Phil Jim's work. Cool. So we're going to use videos of Phil Jim's Working out together. We're going to use videos of Jim owners talking about that. We're

going to do images of that. Those are messaging buckets that do not change. And so if you want to make advertising that is great consistently, what you need to do is act like a reporter and go out and find the story. You got to find the stories that fit into the buckets that are the messaging that your avatar responds to. I hope this makes sense. Like, This is big and this is how this works. This is how you become a great marketer. You know the buckets that people respond to. How do you know?

Go back into your history of your ads. This is literally when I was running all over market, which I don't anymore. I don't do any of it. But when I was, I would go through my publishing tools. I would look at all of the past ads and they're all right there. You can see the reach. You can see the clicks. You can see everything.

And I would look at the top 10, the top 20. And I would say, okay, these five are all around this core message. these five are around this core message and I'd pull them up. I'd pull three or four ads up and I'd see the copy and I'd see the image and I'd be like cool what's another story that does the exact same thing and so I grab the story I grabbed the copy I put the new image there for the new creative

and I'm like okay here I've got the new numbers great and then there's some flavor text which might just be the uniqueness of the story right it could be like with Jimo number one their kid was diabetic and they couldn't afford the medicine or whatever it was and that was the problem before and the problem afterwards is that now they got the full treatment and they have the pump and they're good they don't need it anymore right so there's the before and after that's flavorful

that adds the personal element to the story think about it like news right that's how they capture the story they have to add the personal element hey guys real quick if you're new to the podcast i have a book on amazon called 100 million dollar offers that over 8000 5-star reviews and it has almost a perfect sport you can get it for 99 cents on Kindle the reason i bring it up is that i put over a thousand hours into writing that book and it's my biggest gift to our community so it's It's my very shameless way of trying to get you to like me more and ultimately make more dollars so that later on in your business career, I can potentially partner with you. So that's my give.

Go check it out, Amazon, and back to the show. So you need to do, all you're going to do is update the numbers of the results of the person. That's the tactical stuff. That's the external stuff that everyone else sees. But then the internal stuff is all the stuff the person feels and then went through because that's the human side. And that's what matters more. But you need to have the other stuff to make sure that you're going to fulfill

in the promise that you're actually getting something. but you still have to have the human component to make it relatable, right? And make it real and make it believable that that person and the thing is, is the pain that you outlined in the story will bring about people who resonate with that pain. So for example, everyone wants to make more money. Everyone would like to work less. Everyone wants to scale a business, get, you know, be in love, like everyone wants, everyone has these core desires.

Everyone wants to have more status. question is whether they believe you or not. And the things that makes your story believable is the personal elements of the individual story that you're capturing that fall within the larger buckets of messaging. Okay. And messaging is what drives everything. Like that is what, like, when people are off message, that's when you're at tanks. That's when it's like, this isn't relevant, right? This isn't important to me because the message isn't like the promise is even right. Once you have the promise right, the thing that separates a mediocre ad from a home run grand slam ad is the personal element that makes it relatable.

The more widely relatable the pain and subsequent transformation is, the more likely that ad is gonna be a grand slam. All right, so I hope that makes sense. I literally just broke this down from my marketing team. And so I just figured I would jump on and hop on with you guys as well. But this is how you consistently leads. And this is how you wanna channel your ADD into capturing stories that fit within the buckets that you already know work.

And when you want to get inspired to write copy, read copy that has already converted. Gary Halpert, which was one of the best all-time copywriters ever, his way of training copywriters was to have them handwrite 100 of the best sales letters of all time. Because after you've seen enough, what happens is it starts to become pattern recognition. You feel like you know what should come next in the copy because you've seen it so many times. Right. And so like my team gets on me because they're like, man, I feel like you hop on these calls. You're like, change this, move this, blah, blah, blah, blah, blah, right?

And I'm struggling right now to try and teach this. So right now, like, the mode that I'm in, the skill that I need to learn to move my company forward right now is that I want, I need to go from being able to double check to having someone else see through the same lens as me. And so it's going to be fun for me because I'm going to share this journey with you because I already know how to get, you know, sales teams consistent. I've done that. You know what I mean. We know how to sell. I know how to teach people to sell. I know how to manage something.

Like, I know all that stuff. But I know how to market. I know how to teach people to market, but right now I'm at the level, I have to teach someone to teach people to market. And that's kind of where I'm out right now. And so I'm going to be sharing all of the little tidbits that I have right now as I'm going through this. But the difference between sales and marketing is that sales is formulaic. Pretty much every sale is the same. Like almost all sales are the same, right?

Why are you here? Why is this important to you? What's your goal? Blah, blah, blah, blah, blah. Like, same thing. Just read the fucking questions. Marketing is a little more nuanced, right? Sometimes you have short copies, sometimes you have long copy, sometimes you have story-based stuff, sometimes you have interruption.

There's different feelings, and that's why I think it's important to make buckets or templates around the different styles of messaging that have converted in words. And the reason there are different buckets is because they attract different avatars. I'm sure within your gym right now, there's probably some women who fall within this type of bucket. Might be a busy mom, right? It might be a stay-at-home mom. You might have a non-mom who's in the workforce. You might have a semi-wealthy single-income millennial who's 29. You might have an empty nester, right?

There are different buckets, and the messaging attracts different ones of these avatars. And I can guarantee you the different message. Now, some avatars are attracted more than one. That's fine. That's great. And that's when you have the real home runs. You have a pain point that can hit on two or three different avatars, salient pain that they have experienced, that the story that you are showing experiences,

that is when things go viral. the news tries to do the same thing. When they try and find a news like a story that has has legs, right, that starts getting massive amount of reach, it's because the story that's relatable, that's just like you and me and experience a result that everyone wants. So if that was valuable, you know, maybe tag somebody who makes your ads if it's like in your gym, or gym managers like capturing videos and whatnot or like it or if you're listening on the podcast, leave review, always appreciate it. Otherwise, hope you guys have an amazing day, fantastic Friday. Keep crushing your goals.

and below. Have the fitness today. I'll get you soon. Bye.