Focus On Increasing Traffic | Ep 794

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 and will learn on his path from $100M to $1B in net worth. Wanna scale your business? Click here. Follow Alex Hormozi’s Socials: LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Alex Hormozi?

  I was talking to Mr. Beast about this concept and I was like, yeah, I know we need to work on our headlines. They're a little bit too clickbaity. I remember he stopped and he was like, absolutely not. And I was like, what do you mean? He was like, you should absolutely have clickbait headlines. He's like, they should just be trip. They should be baiting the click, but then when the person gets in, it's exactly what they thought it was going to be. The deception comes from when someone thinks it's something and it ends up being something different.

• 0:26Alex Hormozi?

  The big question is, should you focus on getting more traffic? And for most businesses, the answer is yes, because the return on investments on increments are by definition incremental. Whereas if you can increase inputs 100 fold, they are orders of magnitude difference. If you have a conversion rate, let's call it of 2% on your about page, and that would be a benchmark, right? That would be about normal. 4% is the one for everything on school, but let's just say, well, let's just say 4%. Fine. So your average there. Okay, fine. Now you can tweak a lot of things to try and go from 4 to 5%. That would be a 20% improvement, but most times if you were to take your income and raise it by 20%,

• 1:08Alex Hormozi?

  you'd probably be happy, but especially if you're earlier on, you want to increase it order of magnitudes. And to be clear, if you're later on, you want to increase it order of magnitudes as well, because it will relatively be the same to you. And so going from $1,000 to $1,200 is the same as going from $1 million a month to 1.2 million. But much more fun to go from 1 million to 10 million or from 1,000 a month to $10,000 a month or more. And so most of the large increases in revenue that occur come from order of magnitude implementations, things that change the dynamics of the game. And so one of the obvious ways of doing this is building traffic or increasing traffic through making content.

• 1:50Alex Hormozi?

  Big picture, a lot of the content that's out there has what I would consider two little pre and two little post, meaning basically no preparation and no post production.

• 2:03Alex Hormozi?

  Meaning it's just shit. On top of that, the actual content itself isn't really based on anything besides someone having some like verbal commitment to themselves that they're going to quote make content rather than solve problems for their audience or their customers. Okay. Big thing number one that I'll state outright, which is that if you have customers, when you make content, if they get value from that content, they will still ascribe it to the thing they bought from you. So fun fact is that you can retain customers on a purchased product by providing more free content because your brain is not going to delineate where you've received value from, only that you received value. So basically you continue to reinforce the positive association that someone in your audience has, customer or otherwise,

• 2:47Alex Hormozi?

  when you make positive content. So that's reason number one, right? Reason number two is that it increases the likelihood that people who have not bought from you will buy from you in the future, whether they come from ads, they come from outbound, or they just come from the content itself. Cause they will consume other pieces of content. Probably one of my largest changes in how I've seen business overall is my understanding of marketing to logical and emotional buyers. And so if you were to listen to my stuff years ago, I would have talked about logic and emotional buyers. And I think for the most part, that was because I hadn't spent a lot of time really diving into it. I kind of just like heard that it sounded smart enough. And so I just kind of repeated and that's kind of how I went. The more I've looked into it, the more I think that it's actually a question of how much information is required to make a decision.

• 3:29Alex Hormozi?

  And so instead of being two people on either side, logical buyers and emotional buyers, it's actually a dollar sign on one side, which means that they've made enough, they've got, they've learned enough information to make a decision. And then where they sit on this continuum, right? So on all the way furthest away from the dollar, some people require a tremendous amount of information. Some people require very little information. Now, the reason that the information space oftentimes is very incestuous. People buy thing after thing after thing from different people. So it's a lot, a smaller pool of multiple purchase buyers from multiple potential vendors. And I think the reason for this is that most of the information education space doesn't know how to advertise to anyone beyond low information buyers. And oftentimes, this is also entrepreneurs.

• 4:12Alex Hormozi?

  And so entrepreneurs tend to be a little bit more risk friendly, like we are risk phillic, if you will, rather than risk phobic. So we're okay with risk and so we're willing to make a decision with less information. So this is the type of person who makes a decision after five minutes of watching a video and says, sure, I'll spend $10,000, where somebody else might say, hey, I need to check with my insurance, I gotta check with my spouse, I need to consume, you know, 10 pieces, I need to look at Google, you know, Google Consumer Affairs, I need to do a whole bunch of research, right? Here's the thing that I think everyone misses out on, is that the reason that most digital direct response info type businesses stay small is because they don't know how to sell to high information buyers. And there are significantly more higher information buyers than there are low information buyers.

• 4:57Alex Hormozi?

  And so this is why most of them in general can't pass a certain revenue level. It's because they basically sucked up all of the immediate six inch putts, the little tip ins that they can make, and actually haven't been able to take the ball from zero all the way to the end zone, right? They can just do five yard, 10 yard runs, and that's about it. And so typically, that's because the nature of the marketing, the nature of the content that they put out is very offer driven. Now, as the person who wrote the book on offers, I feel like disproportionately qualified to talk about this, which is that it is the fastest way to make money, which is make better offers. Now, when you're making those better offers, you will immediately tip in the people who are on the fence or ready or looking for something like this. So these are the most aware customers. So Eugene Schwartz talks about this in his book, Breakthrough Advertising, where he

• 5:42Alex Hormozi?

  states that there's these levels of awareness, right? So at the top, you have unaware, so somebody has no idea you exist or the problem, whatever. Then you have problem aware, so they just know they have a problem. They don't know what's out there, but they just know they have a problem. So if you ever hear like, do you get up to pee three times a night? Or like, are you, like, it's playing with your kids, you know, making you ashamed if you're being out of shape? That's problem aware. Now, each of those hooks could lead me down to buying ashwagandha root, or buying supplements, or buying a gym membership, but it's problem. The next is solution aware. All right, so this is the different types of solutions. That exist underneath of that you have product aware. So now you're comparing your products to somebody else's product. And then finally, you have most aware, which are typically people who are existing customers of yours who have purchased in the past that you try to get them to buy again. The last one is where most people stay in most aware and product aware.

• 6:27Alex Hormozi?

  And what you need to do is make promotions, you make offers, and this ultimately gets people to buy stuff. For us, with our content, we want to be able to make hooks to people further out in the awareness scale. And so the hook should be, if you want to go after a larger market, rather than what I see a lot of content is basically people just making an offer as their content, which is not content. Right? Is that you want to make hooks relative specifically to solutions that already exist. That's a little bit bigger. Problems, which is going to be the biggest bucket. And then if you're like, how do you make a hook for the unaware people? It's usually based on curiosity. And so it's, it's literally one of those, if you ever see those, the easiest place to look at this is like Google display, because that's usually where like the oceans of traffic exist.

• 7:08Alex Hormozi?

  When you see those crazy clickbait headlines that are like, Nevada homeowners, something, something like you, you won't believe this. It could be something for, it could be selling solar, it could be selling insurance, like you have no idea. But it's just the curiosity which gets you to take down and go down that funnel. And there's typically a lot more education that has to occur to get someone from not even knowing this industry exists to me, want to make a purchasing decision and call it 60 minutes. I will loop around to like, but okay, I'm getting this. How does this relate to content? Well, hopefully this is relating to content, but beyond that. If you're hearing this and thinking, okay, well, how, what, what do I do about this? Well, one is that the pre, the pre-search, the research you do prior to making your content.

• 7:48Alex Hormozi?

  In my opinion, should one be clear as to what stage of awareness you're going after. You're trying to go after problem. And that's, those are the wider hooks for most people. And I would recommend if you're gonna do stuff, that's a good place to be, or just solution aware stuff. Those are good places for you to make content around because it's a little bit wider, you'll get more reach on it. All right. Now, you still want to make it about your stuff or something at least adjacent to your stuff. Otherwise you'll have a meme account that just has a whole bunch of views and no one cares about it. All right. Because the point here is still to build a brand. Here we are. Now we're catching up. If the, the question here, and the reason that we're even talking about this is because we want to 10x the traffic to our about page, to our site, rather than thinking in increments. Then there are basically two positions that I posit. Create the best brand loops, are the most reinforcement for a brand.

• 8:33Alex Hormozi?

  So one is aspirational outcomes.

• 8:37Alex Hormozi?

  The second is aspirational effort, which is inputs. So basically, you want a type of outcome that not many people in your space, or that people who are your customers, more specifically, aspire to have. And this works both B to B and B to C. So I'll give you a couple of examples. Jim Shark signed up Sebum. And Sebum, if you don't know who he is, he's the best bodybuilder in the world right now. He just retired, but like he was basically the goat of the industry for the last six or seven years. He is aspirational for fitness people. They make an association with Sebum in making content. Now, they can obviously afford Sebum. You can still make an association with them by making content about Sebum. And so that's obviously not as strong, but it's still directionally correct.

• 9:20Alex Hormozi?

  Now, the aspirational outcome, though, if you are the authority, is that you want to be the person who does it, obviously. Now, if you know the person who does it, that gives you some degree of transfer. Instead of a hundred percent. Now, for example, imagine I get, you know, my podcast only has Elon, Zuck, Jeff Bezos, whatever, and no one else. It's like, well, you probably make very strong billionaire associations with me because they're all ultra wealthy billionaires or sensibillionaires at this point. That's the outcomes part. And I think that this is actually, by to be real, real. Most of you guys are missing this, right? Which is that you haven't done anything yet. You want people to respect you. You want people to listen to your authority, but you can't actually answer the question, why should they? And I think if you can simply answer that question, which is why should I listen to you?

• 10:04Alex Hormozi?

  In your content and remind people on a regular basis of whatever that aspirational outcome is, they're more likely to listen. Warren Buffett gives very simple personal finance advice to people. Are there other people who are qualified to give personal finance advice? And maybe even be better at it. I'll bet you Dave Ramsey is better at giving personal finance advice than Warren Buffett. Why? Because it's his whole business. So he knows what people struggle with probably more intimately than Warren Buffett does. But we will still listen to Warren Buffett because he's $100 billion. And so we figure if it works to get to $100 billion, I'm sure he can help me save up to pay my mortgage off. This is an important link that I'm trying to make here. North Face, if we know that their jackets can have someone stay warm at the tip top of Everest,

• 10:45Alex Hormozi?

  then we can reasonably state that it'll keep us warm on our way to work while we're going from the house to the car and then the car to the, to the place that we're eating or whatever. These aspirational outcomes basically serve as risk mitigation for your potential audience and customers. It worked at this super extreme level. It'll probably work for me at my not nearly as extreme level. So that's from the outcome perspective, and I think many of you need to double down on that part, which is what can you say that no one else can say? What can you show that no one else can show? These are the aspirational outcomes that people will then listen to your very basic content about. I can make content about personal finance because people are like, he's rich.

• 11:29Alex Hormozi?

  Okay, he can probably help me save some money. I only get to say this very basic content sometimes because of the authority I have from this big outcome. And so a lot of people spend too much time, in my opinion, trying to work around facts. Instead of trying to warp reality and lie or posture or misrepresent yourself, just state the facts and tell the truth. And if the truth and the facts aren't that compelling, change the truth and the facts, meaning change reality. Don't warp it. Change it. Make reality different and then state the facts and tell the truth about this new, much better reality. And I'll give you a story that I had. So I don't think you'd mind me showing you this. So I was talking, so I was talking to Mr. Beast about this concept. And I was like, yeah, I know, we need to work on our, our, our headlines. They're

• 12:13Alex Hormozi?

  a little bit too clickbaity. And he just, I remember he stopped and he was like, absolutely not. And I was like, what do you mean? He was like, you should absolutely have clickbait headlines. He's like, they should just be true, which is that they shouldn't, they should be baiting the click, but then when the person gets in, it's exactly what they thought it was going to be. The deception comes from when someone thinks it's something and it ends up being something different. That's where you have the, the conflict, right? And I think a lot of you do this. And part of the, the problem is when you make these outlandish claims, you actually decrease the audience's trust of you every time. You make a claim and then you don't support it. So then why should they believe you the 27th time you have an outlandish headline for a short or a long that you make in your content when

• 12:56Alex Hormozi?

  the other 26 times they didn't believe you because as soon as they clicked, they found out you were lying, right? Or fudging. Either way, not good. Now, if you're like, well, Alex, I don't have an aspirational outcome. Well, big thing is almost everyone has an aspirational outcome. You just need to get narrower on it. Alright, so let me explain and then I'll explain the second half, which is aspirational effort. But let's just focus on outcomes right now. Aspirational outcomes, you can be like, I am probably, I am the fastest reader in all of Nevada in the second story of the acquisition.com building on the left wing. I'm probably the fastest reader. That's a world champ thing. So all we have to do is get narrower or more specific with

• 13:37Alex Hormozi?

  our outcomes to make them more compelling. So we're still stating the facts and telling the truth. We're just leaning into our advantages. So if you happen to be, you know, like, I think Leila and I together are probably more unique than either of us apart, right? Otherwise, I'm just a 35 year old white guy. I have basically nothing going for me in terms of being unique. There's plenty of 35 year old rich white guys. But how many of them work with their wives? Okay. How many of them are Persian? Probably fewer. How many of them are first generation? Probably fewer. How many of them were self-made? Probably fewer. How many of them came from one space and did it in multiple spaces in physical products and software and services? How many of them had brick and mortar experience? Not many, right? And so I can have, I can say things that

• 14:20Alex Hormozi?

  no one else can say by just narrowing down and basically adding more color or nuance to the aspirational outcomes. What many of you will be relegated to do it is first off, you need to talk about whatever that aspirational outcome is. And again, you, you want to be, you can still be mayor of a very small town. You need to make the town small. So instead of trying to say that you make the best business content in the world, you're just not, you're not going to do it because no one's going to believe you, right? You gotta be the best business guy in the world or top 100, whatever, to make that kind of stuff. Now, most of the guys who are top business guys in the world, this is B2B, obviously, they're just actually independently famous because purely, and this is what I'm trying to, I'm sure this is what I'm trying to like, get across here. They are famous because of the outcome. Bezos is famous not because of his content.

• 15:03Alex Hormozi?

  His content is famous because of what he's done. Jensen Huang is not famous because of his content and his clips. He's famous because of what he's done outside of social media, inside of the real world. Then people want to listen to you. And so the outcomes still matter. I don't care what other people tell you. The outcomes matter. They are the proof. They are the pudding. And so you have to double down on just niching down, just being narrow about what you can be exceptional at. Everyone can. It's just most people try to claim they're exceptional at too broad of a scope and it makes it unbelievable. Now, the more successful you become in whatever your particular endeavor is, the more general your fiefdom, your kingdom that you're in charge of can be.

• 15:46Alex Hormozi?

  And so if you look at my evolution from like local fitness celebrity, or rather, local fitness authority, going to gym, right? To then gym authority, okay? To a national education authority, right? To probably now international business, right? These are things that evolved in time and they're stair steps. One has to come before the next. They are contingencies. One cannot happen without the other. And so if you're going to come into whatever space you're getting into and you want to make content and be seen or perceived as an authority, the biggest way of doing that is accomplishing something. And then the next one, and this is now we can transition to aspirational effort, is going to be demonstration of expertise. What is the function of authority?

• 16:31Alex Hormozi?

  Let's think about this for a second. What is the function of authority? The function of authority is to decrease the amount of effort that someone needs to think about before they make a decision. So if I have a doctor who I'm listening to and they tell me to do something, I can take it as fact because they're an authority. I will assume that I'm not gonna, now I don't recommend doing that, but this is how people think. And so I'm going to not go through all the work of eight years of education or whatever it is and the subspecialty in order to figure out what, uh, what to do. Instead, I'm going to listen to an authority. So it's basically just a little clickwörth brain hijack of, oh, I don't need to think anymore. Which by the way, you totally should think, you should still think. About what Warren Buffett says and say, do I believe what he says? Does it really apply to me? But most people won't. And we're talking about making money. So we don't fight with reality.

• 17:15Alex Hormozi?

  If we want that, like, wouldn't it be nice if everyone just immediately did what you said? That would increase people's compliance with your request. This means that you'll be more persuasive. Means a higher percentage of people do what you say, which is good. It tends to be very functional for making money. If we want to have authority, we can do the big thing. We can go build Berkshire Hathaway. Or we can demonstrate it by how in-depth we understand a topic. Now, that can be demonstrated without as much. It would make sense, though, that if you're very good at something, that you would have some aspirational outcome. But it does serve as a proxy for expertise. You are obviously pretty good at this. Have you ever heard somebody like get really? I'm sure there's somebody you know, or maybe it's you. Like, if you get talking about some specific topic, people are like, geez, okay, I get it. I get it.

• 18:00Alex Hormozi?

  Because at that point, they literally have told you, I think you're an authority. You can just tell me what you think, bottom line. They've literally elevated you within that tiny domain that you just demonstrated authority in or expertise in, that they will listen to what you say. So then around aspirational effort can be the inputs you do. So let me explain this. So you have the expertise that you can demonstrate. Now, you want to demonstrate that expertise because it also serves as an approximation of the results or experience that someone would get after they buy your products. So people might read my book and be like, wow, that was a demonstration of expertise. I'll bet this guy can help me with my offers or whatever. And so then they would come into my into my rabbit hole and then maybe we'd invest in them or whatever, right? But that's the idea. Now, if that book on offers is mediocre, then they might have a much lower likelihood of thinking that

• 18:44Alex Hormozi?

  whatever I could do could help them because they're like, oh, maybe a lot of stuff was obvious. And this is the second big problem, is that many of your content is obvious. Like, if you had, here's three ways to save money on groceries. If I can immediately guess what they are without hearing from you, then they're not going to be interesting. They're not going to be unique, and they don't show nuance. All right. What makes content interesting is that someone can't guess what you're going to say. And if you're going to use lists, steps, or stories, you want to begin with the thing that is contrary to what they expect. Which doesn't mean that you have to subvert the audience or deceive them, but it should be something that they didn't expect you to say, which then should still be valuable, which makes it net new information. One of the easiest ways to make net new information is to go deeper, not broader.

• 19:26Alex Hormozi?

  So basically, the broader you go, the more you'll rely on your aspirational outcome that you have, that people will then take what you say as fact or truth. If you don't have that, the deeper you will need to go with your content, so that people believe that you have expertise. If you look at some of the, I mean, I specifically make deep videos and wide videos on purpose, and I will tell you the nirvana between the two, which this is a side quest bonus for everyone who's listening, is that you can have videos that are both deep and wide. So let me explain this. So a wide video, by my definition, only serves novices or beginners in a particular field.

• 20:05Alex Hormozi?

  A deep video only serves advanced people within a particular domain or field. Now, a deep and wide video provides value to both, more difficult. Now, if I talk about allocation of resources and strategy, that is something that will likely benefit someone who's a beginner, because they have resources and they need to allocate them, the same way who's someone who's advanced is. If I talk about talent, that'd be something that someone who's a beginner and advanced would need to navigate. If I talk about scaling from 10 million a year in ad spend to 100 million a year in ad spend, that for sure will only apply to an advanced person. It is a demonstration of expertise, but the likelihood that someone even watches it or finds it is they're not going to find it relevant to them. On the flip side, if I talk about getting your first five customers, somebody who already has a business and has 100 customers,

• 20:51Alex Hormozi?

  they're probably not going to be as interested in that, unless I can try and frame it in how to get your next five customers for any new division, new product line, or launch. Now, that would then allow me to maybe bridge some of that gap, but by and large, it'd still probably be a wide topic. And so the idea is, how can I be both deep and wide within my respective business? And in that, back to the main quest. So if aspirational effort, which is demonstration of expertise, is something that can build our brands and can serve as a proxy, even if we don't have as many of those big aspirational outcomes, Then one of the other things that we can do is literally demonstrate the effort we've put into it. For example, you talk about how you developed the expertise. And again, state the facts and tell the truth. If you are good at something, there's probably a reason you're good at it.

• 21:36Alex Hormozi?

  And so, most of you have a lot of really big marketing nuggets in your past and you don't talk about them. It's actually a really common thing that I've noticed in talking to entrepreneurs that they have. There's this great scene in Mad Men where Don Draper is talking to the tobacco company. And he asked them to what, they had some, some big campaign and he thought it sucked. And so, he wanted to reinvent it. And so, he asked them nuanced questions, step by step, how do you make your tobaccos? How is it different than anyone else's? And so, as they go through, they're like, we pretty much do it the same way as everyone else. He keeps digging, keeps digging. And then finally say, okay, so we dry it out and then we, we, we, we put it in the sun and we toast it. And he's like, oh, it's toasted.

• 22:21Alex Hormozi?

  And so, it being toasted, that unique moment in their process was a differentiator. And so, many of you have an it's toasted in your past. You might be the only black belt in your local area, right? Now, there might be many black belts, but within your little fiefdom of men over 40 or of people in, in St. Louis, Missouri, you might be only one of three. It's a much smaller space to compete in. Now, we have this tiny, mini outcome, that's outcome. What did we do to get there? Well, it's like, oh, well, you know, I studied for 10 years. It's like, dude, tell people, tell people the aspirational effort, the price you paid for the information, learning, education and expertise that you have. And so, right now, like this is the, this is the takeaway here, probably biggest one for most of you guys,

• 23:05Alex Hormozi?

  is write through or write down all the things that you went through to develop the expertise you have. And so, if you've worked with a hundred customers, talk about it. If you did, you know, five years of studying, talk about what you studied and the nuances of what you learned. Because guess what? No one else is. And you certainly are. And that would then demonstrate, okay, maybe they haven't had this thing happen, but they've done a lot of work around this. Right? And so if you think about what content provides people, it's typically compressed time. All right, now, this is from an education perspective, not entertainment. Entertainment, different. But education wise, we want to compress time.

• 23:46Alex Hormozi?

  Like, the reason humanity exists and that we pass generation to generation is that we learn stuff and we pass on that knowledge so people can start where we left off. Fundamentally, it's how education works. The first guy who figured out, you know, Pythagoras figured out this theorem. We don't re-arrive the theorem. We just learn the answer. And then using that theorem, we find out more information. And so it is so valuable because of how hard and how long it was to figure it out. But then we give the kernel, that tiny little nugget of wisdom, and that becomes significantly more valuable because of the time and effort we save our audience. And so when we make these aspirational pieces of content from an effort perspective, we want to demonstrate the cost that we are saving them in effort and time.

• 24:30Alex Hormozi?

  Now, the authority piece becomes the third component. If you're noticing common themes of the value equation here, it's because that's what makes things valuable. Things can be valuable that are also free. Duh. Actually, let me highlight that really quickly. The value equation applies to content. How do I get something valuable? They have a dream outcome. They have something they're trying to achieve. I decrease their risk. How do I decrease the risk? By demonstrating expertise, by having an outcome that they say, oh, that's aspirational. If it worked at that 10x level, it'll work at 1x level for me. Right? They have other people who are like me that they tell stories about that are relevant to me. So this applies. These are all things that increase perceived likelihood. Then we've got time delay. How long did it take him to learn this? How many different customers? How long would it take me to learn this on my own? Time that we're giving them, fast.

• 25:15Alex Hormozi?

  And then we've got easy, which is how difficult do you make it for someone to comprehend? Now, I'm going to give you two versions of this, a little bit more advanced. If you want people, like, you will be more persuasive. Based on how well your target audience can understand you. There's a reason that I speak in a third grade reading level to the greatest degree possible. It's because I can be more persuasive because a higher percentage of the population understands what I'm saying. Now, if you speak to an audience of, let's say, crochet people who knit, I may use analogies that would be about knitting to illustrate a point because it's something they understand.

• 25:56Alex Hormozi?

  And so the more we can predigest the food, the more we can chew it up for them and then just give them just the, just the nugs. We can pan the gold, we can pan the sand for the gold and then just give them the gold. The more we can predigest it, the more valuable it becomes. And so many of you have zero aspirational outcomes, not because you haven't done it, because you don't talk about it. And you have zero aspirational effort, not because you aren't working hard, because no one knows. It's about the perception of your audience. So until they perceive it to be true, it's just as good as if it weren't. And so I hear this is this continuous talk track when I do the school days and things like that. Like people don't respect all this work that I put in and I'm like, you didn't tell them. How would they know? And so we want to integrate that stuff in.

• 26:41Alex Hormozi?

  You weave it into either what you're talking about inside the content or what you have around the content. So there's a reason that my origin story is in the YouTube description of every video. Cause people are naturally asking, who is this guy? And so I just give my life story. Now, the reason I give it exactly like that is because it was the number one performing LinkedIn post that I had over the last year. And I said, oh, well, if it worked on LinkedIn, I might as well put it as my YouTube description, right? It also doubles as an autobiography. It gave people a fast track of relevance for me and why I might be an authority within a particular space. Now, we covered aspirational outcomes, we cover aspirational effort. We talked about increments versus order of magnitude. This is a way to increase the order of magnitude, way more traffic that would come to you based on the content. Okay, so the next one is pre versus post.

• 27:24Alex Hormozi?

  So with this contextual foundation that we just laid is we have to, we have to talk about stuff. We have to make it valuable. We have to make the value happen in the way that I just outlined. Then what we need to do is make sure that we have basically as little of everything else inside the content as possible and clearly state that at the beginning. And the only way that you're going to do this is if you work more before you start a video or before you make a post on LinkedIn or X or whatever. The easiest way to do this is look at other types of high performing content that exist on that platform and say, is there versions of this that I can model using my story? Because there are going to be formats, there are going to be packaging concepts that tend to perform better.

• 28:04Alex Hormozi?

  And so all we do is we take that packaging or structure and we apply it to our truth, our reality, our history, our demonstration of expertise. And then that's what merges you outside of the platform with what works inside of the platform. And then you'll get more views, more shares, more leads, more traffic. The final question that I will, that I will lead you or leave you with is what would it take? It's probably my single favorite question of all time, which is a pretty bold thing to say, but it's probably my favorite question of all time. Because what would it take assumes success? So if I said, what would it take for you to 10x your audience? You will then start answering that question.

• 28:45Alex Hormozi?

  And then you get to see if the resources required to answer that question are under your control. And if you have access to those resources, then the question, is there anything that you could do that would more than 10x your business given those resources? And if the answer is no, then you should redeploy those resources towards 10xing your business and using it in the way that you just saw. And so many of you have these micro titles, these things that can happen that are under your control that you're choosing not to because you just haven't actually tabulated what it would take. And you might find that what it would take is actually very much in your control. And I will share this with you, which is that a lot of very successful entrepreneurs started

• 29:27Alex Hormozi?

  with the exact same amount of stuff that you have right now, which may be nothing. And so the only thing that they had that you might lack is resourcefulness more than resources. They were willing to look at whatever they could to assemble the resources to then do what it took. If you think about content from This perspective, I think that you will make far better stuff and people will believe you. The better stuff is going to come from using the value equation. How do I link to this dream outcome? How do I make this risk free for them to consume or execute this content? How do I make their outcome happen faster? How do I make it easier? If you think about that with each each form of content that you make, even put the little four box. Think about each four of them, right? And if you're like, man, that sounds like work, welcome to winning. I'm sure Kirby, because he was making YouTube videos before this.

• 30:10Alex Hormozi?

  Like the amount of time that it takes to make a banger banger video that's a million view video compared to a hundred K video. Might not be 10x, it might be 100x the time. And you have to be okay with that. Oftentimes, though, it's more like it takes three times as long to make a million view video than 100K video. And so you actually get a very big arbitrage on working a little bit harder on making it that much better. Because a video that gets 10% more clicks and 10% longer watch time isn't just going to be, you know, 1.1 times 1.1 bigger. It's probably going to be closer to like double the size. In the beginning, you need to do a lot of reps because you probably suck. But once you understand and almost all of them follow this path, which is like they start making some, they start making more, they make even more.

• 30:55Alex Hormozi?

  And it happens as this accordion. So it's like, man, I got to 10 pieces of content a week. And these two outperformed my other eight entirely. Well, I'll bet you I could make four pieces that good if I didn't have to make 10. So then you drop to four and then all four of those are good. And then you're like, man, if I went from four back to 10 at this level, I would double my views. And then you do, and then you're at 10, and then two of those ones are the best ones. You're like, man, if I only made things like that. So you basically accordion in and out over your career. So this is a very common thing that happens. So I'm setting this as a precedent that you're not doing anything wrong and that there is no perfect ratio of content that you're going to make. It just comes down to how good it is. And most of it being good comes down to giving away your best stuff, which is giving away the secrets,

• 31:36Alex Hormozi?

  the nuances that you know make a big difference in a customer's life and just showing them. This is where you demonstrate expertise. What most people do is give away fluff and are surprised they get fluff back. If you give away meat, you'll get meat back. You'll get real contacts that are actually interested. And then it forces you to continue to level up how you can provide value. Because if that's the only value you can provide, guess what you need to do? Figure out how to provide more value. Because whenever you solve one problem, another problem will always emerge. That's the one fact that I can give you when it comes to capitalism is that customers will never be satisfied. Customers will always happily want you to solve their next problem if you just solved their last one the way they want it to be solved at a price they found valuable.