The Game with Alex Hormozi - Why You Shouldn't Make Content...🎥❌📷❌ What "the best" did that no one hears about | Ep 99

Episode Date: January 22, 2019

"They're not smarter. They're just more persistent." Today, Alex (@AlexHormozi) talks about the challenges of content creation and the importance of valuable and original content to stand out in a crowded market. He also emphasizes the significance of acquisition, marketing, and sales skills for those looking to make money and provides examples of how mastering one's craft can lead to success.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:(1:22) - Reality of content creation: why most aren't good enough.(3:03) - Benefits of focusing on paid acquisition for growth.(3:58) - Investing in Acquisition, Marketing, and Sales Skills.(8:21) - Achieving mastery through repetition.(13:16) - Funnel kings and content creation.(14:59) - Embracing challenges to achieve mastery.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

This piece of content's been kind of percolating and today felt like the day to make it. So I'm calling this why you shouldn't make content. And I've made one other piece of content that it's dripping in irony as I'm making content about why you shouldn't make content. But this is why I recommend most people don't make content. I think especially in our space for fitness, it's like everyone wants to be an influencer. And I think the reality is, and that's why the people that I have in, you know, all of our gym launch and gym lords don't. I invite them to not really make content because I don't think the ROI on the time for them is necessarily there.

And there's a couple of reasons. So first off, if you were to look at how much time it takes to prepare content and then make the content and then you were to look at how much ROI you're actually getting from that, unless you have massive distribution, there's not a lot of ROI on it. For us, I have super high ticket, but a very small amount of customers. You know what I mean? I mean, in the big scheme, right? In fitness, you need to have a very large, very large amount of customers.

And in order to do that, you need a huge distribution. If you don't have it, it takes a super, super, super, super long time to get there, A, but B, and this is the one that, like, no one wants to talk about, the reality is that most people really aren't good enough to make good content. Because think about how many people are going to talk about, like, keto is bad, keto is good, high carbs are bad, high carbs are good. Like, count your calories. You should never count calories.

Like, clean eating versus not clean eating. IIFIM, you know what I mean? Like, there's a million ways you can cut it. And like, none of it's new or different or original. And so, like, it's really, really, really difficult to stand out. And so that's kind of like the first major piece, which is why like I heard Gary Vee say this. And like, for those, I'm actually a big fan of Gary V's. He was like, you know why I didn't have content for the first 15 years of my career?

He's like, because I wasn't good at shit. He's like, I was doing the shit that got me good that then allowed me to make content. He's like, but I wasn't making content for the first 15 years because I didn't have I didn't have stuff to say. I didn't have any value to provide. And there's so many people that I see right now, I mean, like I see it all the time, especially in the internet space,

where guys here, dude say, yeah, like you need to make content. And so they go on and like every day, like my Facebook Live challenge, I make a Facebook Live every single day. And then like they just talk about nothing.

You know what I mean? And expect, like, and I think that's the surest way to never be heard. I think it's the, like people only have, like, you only have for like a new prospect,

you've got like 15, seconds, maybe 30 seconds if it's a recommendation, to actually hook someone enough and provide enough value that they're like, I'm going to keep listening, right? And then you've got that one piece of content, what they're going to make a judgment of like, either I'm never going to listen to anything from this guy again, or I'm going to listen to the next one, right? And so you have this like super, super short window time and you don't know which one they're going to consume, which is why like my rule for content is like only make good shit. And if I have nothing to say for two weeks, I don't say anything for two weeks because I have nothing to say. And I value your time.

And so, and I don't want any new prospects to come in and consume my piece of content that was like, eh, right? And then be like, eh, he was okay, you know, didn't say anything I didn't really think about already. And so, like, the amount of people and the amount of time that I see fitness entrepreneurs, right, go post on Instagram and spend this time writing their paragraphs and taking just the right picture. And like, how many clients are you getting from that, right? Not really. Let's be real. You're not, right? Versus like just focusing on paid acquisitions to grow your distribution and your network.

and then and only then it sometimes makes sense. And then I think the best way to start is by really making content for your existing community who already know like and trust you, who are going to now listen to you because you've already gotten their money, right? Because when they pay, they pay attention. And then that allows you to develop and get better so that eventually you can be good enough for cold traffic who doesn't give a shit about you. Right.

So overall, number one, I probably would say it's a really bad ROI in your time and just focus on acquisition marketing sales because that is going to be a skill that is going to pay your bills today and not something. that's going to be literally a 10 or 15 year investment that may never pay off because you might not be good enough. You won't know if you're not good enough until 10 years from now when you might still not be good enough. Right. I'm just being real with you. Right. And then that whole time you could have spent spending time and attention on marketing and sales where you would actually make money and like know immediately if you're getting better. Right. Like it's immediate feedback, which is why I love it so much. So for someone who's new, like if I need to solve their problem, like we need to do this today. We need to do this now. So this is the first one. second thing is kind of reference to what what Gary Vee was saying there in that

little quote that I said where he said you know for the first 15 years of my career I didn't make any content because I was getting good at the thing that I would then later talk about right and so I was literally just boxing back and forth with Russell about this this morning Russell Brunson he owns click funnels for those you don't know big software company and I've been I've been noticing of all of the friends that I have who do It's really the people who do 10 million. Yeah, I think I would, five million or more a year that I know.

Like I'm thinking off the top of my head, every single one of them. And I'm going to give you names. So Brian Burke right now, I think they've got a $5 or $6 million run rate company. They're growing really fast. He is now growing at the super fast rate now, and he's, I think he's mid-30s,

mid-to-late 30s. But he spent the first like eight years of his career selling auto glass to cold strangers. People on the road, you'd find chips on their thing, and then he would sell them auto glass, like auto glass repair in the moment right there on the spot. And he had a team like 20 guys, and they were doing like 25,000 a day early on in his career. But he spent all this time on his own going there and learning how to pitch cold people. Okay. That was Brian Byrd's story. Dan Kennedy spent years as a door-to-door salesman, years, door-to-door salesman, pounding the pavement, knocking on doors, trying to sell,

people who never had met him before. Taki Moore, who we just went to go speak at his black belt event, right? Like, he's now, you know, he's got his coaching company that do about 10 million a year. And I was talking to him about this. And I was like, tell me how you started. And then he told me, I was like, no, no, like, before that, like before that. And I guess I'm going. And then it turns out he did two years of cold calling.

And then after doing two years of cold calling, he then started doing cold calling. he then started doing cold live events where he would do cold calls to get people to live events where you then pitch them at these live events right and so this whole time before he became Taki Moore that's what he did right and then um like for for for us and just like my little story and people say this all the time they're like man Alex you're so good at like sales and saying the right things to get people to do stuff is like I did 4,000 101 closes before anyone knew who I was you know what I mean like people hear that but like when I was doing that I was doing that wasn't making content. I was like spending all day selling shit. You know what I mean? And like I pulled

that from like our mind body report. So like I don't even know how many consults that was because like 4,000 was just like the closes. I have no idea how many people I met with. Right. And so it's like, oh, like, because we get on these calls and like, hey, how do you say this and how do you respond to this? And it's always like on the spot for me because I've said it a hundred times. Like I haven't just overcome that thing once. I've overcome it a hundred times because I did it so many times. It's not that I was good at it. I sucked at it and was like, huh, what could I say next time? Or I was like in flow one day and like someone said something and I said something right back. I was like, ooh, I'm going to write down down. I was like nailed it. Right. How was the sales training works so well? I said, because we actually had to do it to sell shit. Right. Like how do like the sales training that I give the gym owners who go into gym launch is what I gave my guys to sell memberships, right, to sell challenges. Like if they if they didn't like if I put them through the training and on the other. side when someone came in, they couldn't close them, the training didn't work. And so like,

it wasn't meant to be something that was like 20 billion modules of whatever. Like, my entire cell training is like 45 minutes, right? But I knew that if I put someone in one side and they go out the other side, the result is that when they say these words in this tonality, they make this type of statement. They make this joke at this moment. Mozy 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 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 it works and people bought right and so like um the last piece that

I wanted to add to this piece of content is like my three main core pieces about this was um so I just watched rocky uh creed creed two last night um which was great, by the way. You should see it if you want to. I mean, it's a Rocky movie. So, like, you're going to know exactly what's going to happen, but it was still a very enjoyable movie. And for those of you who have read expert secrets, talk about the Heroes Two Journeys, I would A recommend rereading that just one section about the Heroes Two Journeys, and then watch the movie with that in mind of, like, you know, his first, his early triumphs, his point of conflict, what things that he has to overcome. His big external goal is to, you know,

be World Champion. But then he is his internal struggle that he's facing. as well, which is like feeling of self-worth and who he's really doing this. Or is he doing it to please others? Is he doing to please his dad? Or is he doing to please himself, right? And so, like, at the very end, you see him, you know, obviously achieve XYZ goal, but then the thing that the audience really cares about is the internal transformation that happens as a result, which I just think is really cool and you should totally check it out. But with back to the Rocky cutscene. So every single movie in every single Rocky cutscene movie or every, whatever movie that, every Rocky movie has a cutscene, right? It's like, did it in, you know, they, they, they,

of the eye of the tiger moment, right? And so I feel like in business, there's this eye of the tiger moment, right, where we're just getting our reps in, except instead of it lasting 90 seconds like it does in the movie, it lasts six years, 10 years, right? Before you get to that moment, where all of a sudden you are the Rocky guy, right?

But you're like, and so I think a lot of times, I see people trying to make, content and this is like this is more a little bit of a statement on the on the on the on the on the internet marketing community but also the fitness community um people making content around stuff that like they're not masters at you know what I mean like they're proficient and it takes this much time to be proficient and takes this much to be a master right at something and um a lot of times doing all of that extra work isn't fun because it's repetitive and boring a shit and um The route is it like it is super boring.

And so my, that was kind of actually how I originally wanted to start this. It was about this. Like, are you in your rocky cutscene right now and aren't recognizing it? Because if you are, then let that encourage you and let that inspire you to keep going. Because like all of the reps are all the parts that no one sees, but they're the parts that build the foundation to the castle, that build the foundation to the legacy, right? And so like we've like it's there is not a single person who's hitting that 10 million plus mark, not one, not one. It doesn't, that doesn't have massive amounts, massive amounts of cold traffic experience doing really unsexy stuff.

So when I was telling I was boxing Russell about this this morning, I was like, hey man, I'm going to make this piece of content today. What's your backstory? What were the things that see like and Russell doesn't even talk about this which is which is I told him I was like dude you need to share this because people need to hear it. So Russell's like everyone's like wow Russell's so good at making webinars blah blah blah blah right. So Russell spent two years every single weekend pitching a cold audience after that he got tired of being away from his family and he did that every single weekend for two years. Okay after that he went home because he wanted to be with his family and then did tell us. seminars every single weekend for three years. Then after that, this internet thing started really like taking off, right? And he started doing webinars for seven to eight years, okay, every single

week, right? He did webinars, pitching, right? And then on top of that, through this whole duration of time, he sent me this document that has 110 funnels on it. So he built 110 profitable funnels before he built click funnels. Hmm. And so, like, no one talks about that. Everyone wants to be a funnel master, right? Everyone wants to be a funnel king, and they have, like, one funnel.

And I'm, like, I'm self-proclaimed the worst funnel person ever. Like, I still haven't even split-test or original funnel, because I'm all about the back end, and I think that if you can spend more to a car customer, the funnel doesn't matter as much. And that's kind of more of a conversion specialist than a funnel specialist, so, like, I'll be the first to say it. But that's not my hat.

You know what I mean? I'm, like, talk about proficiency versus math. I'll do the 80-20 on the reverse side. Like I just want to do the 20% here that'll get me proficient so that I can move on in my life. Right? I will never like I have no desire to be a funnel king. That's just not my thing. If I want to do that, then I have to do an entirely different route

than I do. Right. But you see guys who have one funnel making content about being a funnel king except their content is shit because it has no value because they never did the Rocky Hudson that Russell did. Right? And that's the difference. And so number one, why I think most people should make content is because I think a lot of them haven't even started their rocky cut scene or they're in the

middle of the rocky cutscene, right? You're in the middle of the eye of the tiger. You're not at the end yet. And so the things that you have to say aren't relevant enough, aren't different enough that anyone hasn't heard it because you haven't had enough like mental attention that has gone to it that you start looking at the same water bottle in 19 different directions because you've seen it so many different times that you start really processing because it's just how much time and attention to be put to it. You start creating these neural connections around this tiny, skill set because you've done it so many times, right? And that's the thing. The boring but consistent, boring but rich. Like we preach it all the time because like it's the truth and it's not sexy. It sucks,

right? Like embrace the suck. Like how many times did I have to sit down? Like I tell the story because it was like this moment for me where I was like sitting down with this lady. I had like two people in the waiting room. I'm trying to close this credit card and she literally had her four year old who has a permanent marketing saying he's drawing on my wall. Right. And I'm trying not to be like, angry as shit at this kid, right, while trying to like stay smiling and close his mom because now I need to close the mom because I got to repaint the wall with the money that she's about to give me for this challenge, right? And so like, it was like this moment for me that I was like, man, but guess what? I didn't make content that day because I still had sales the next day, right?

And I was still busy doing that. I was still busy building. And so anyways, if you're in your rocky cutscene, like embrace it. Be cool with it. Because like, it's what's going to make you great. It's the thing that's going to separate you from everyone else. And so rather than sure, most people never actually finish it to be real. Most people start it and dip out. Or they become kind of a fraud. They do a little bit and then they inflate how much they did, right? But you can know if it's inflated because if it's legit, then the things that someone has to say about it are going to be new and unique because like there aren't that many people who have actually gone through the full rocky cut scene to the end.

And a lot of that wasn't like, if you talk to all these dudes who have the, you know, like the eight figure plus businesses, whatever, it's not that they're smarter. They're just more persistent. You know, they just keep going. They just keep going. And they try and learn the whole, you know, like the whole time, it's not like they're going blindly. Like they try and improve, try and improve, trying to improve.

And that's one of the big elements of mastery is like constant feedback and improvement, right? But like it's not after two months of selling that they're like I'm a sales expert, right? I mean, like you only sell it for eight months. You know what I mean? Like you're proficient, which is great and that will feed you. But in order to gain like the influence that a lot of people want to have and that's mostly because they just want to have influence people talk to them.

I have zero desire to that. I want to have wealth. That's my goal. I want to have the reverse effect. I want to be super, super wealthy. And then have influence because of what I have done, not gain influence to then create wealth. I think everyone has it backwards. Elon Musk has like 8 million followers. Do you think he gives a shit on Instagram? No, because he's Elon Musk and he got influenced because of what he did.

He didn't get influence to then gain love. And that's where I think everyone's backwards on it. So that being said, that's why I think you shouldn't make content. I think that's why you should embrace the rocky cutscene and realize that the rocky cut scene is truly going to be the highest ROI on your time because that's what's going to make you, right? You guys have heard me say Proverbs 1423 in all labor there is profit. And it's one of my favorite. I think it's one of the most hopeful proverbs in the Bible because it says in all labor, there's profit.

Not some, not the ones that feel good. But because like every sale that you miss, you grow, right? Because it's really just every piece of effort that you put forward grows you. And the difference is that the more effort that you put forward, and this is where like when you're just not doing nothing, you're growing. And so it's like, just do because you will improve. inevitably. And it's just the willingness to keep doing when you don't want to do anymore. And I think that's the only thing that really separates those guys from our goals.

So anyways, lots of love and have an amazing, amazing day. Get you guys tomorrow.