If I Wanted To Scale A Service Business In 2026, Here's What I'd Do | Ep 941

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?

  This is Kyle and Ariel, a couple who runs a business that helps other couples who run businesses. They currently do about $480,000 per year, but they're stressed because it costs too much money to acquire their customers, and they're maxed on time. I'm Alex Schermose, I own acquisition.com to portfolio companies that generate $250 million in aggregate revenue per year. And I just have a little bit about the couplepreneur scenario, since I started acquisition.com and gym launch with my wife, Leila. So I figured they gotta fix their offer to make it more valuable to their customers, and make it more scalable so that they're not responding to individual text messages 24 hours a day. Dum dum, dum dum.

• 0:35Speaker 01

  Hi, sharks.

• 0:40Alex Hormozi?

  What's up?

• 0:41Speaker 02

  Hi, my name is Kyle.

• 0:42Speaker 01

  I'm Ariel.

• 0:43Speaker 02

  And we are the founders of Couplepreneurs. Over the last 12 months, we've generated about 480K in revenue, 206K in profit, which takes us to about 43% profit margins.

• 0:54Alex Hormozi?

  Okay, so who do you help?

• 0:56Speaker 02

  We help entrepreneur couples. So these are couples who either run businesses together, or couples where each partner owns their own individual business. Typically, the businesses we work with do about 150K annually minimum, and their primary desires are to make more money in business, to work better together as a couple, and to free up more time for each other and their family.

• 1:16Alex Hormozi?

  Do you know who's the one who tends to be attracted to the message? Is it the female or the male?

• 1:19Speaker 01

  Usually the woman, yes.

• 1:20Speaker 02

  For sure.

• 1:21Alex Hormozi?

  Interesting. I think you're right. So how do you help them?

• 1:24Speaker 01

  We help the couple grow businesses as a couple as efficiently as possible. So we do this with two offers. The first is what we call the Rise Together Mentorship. It's a 12-month program that consists of weekly group coaching calls. And this program is really focused on helping the couple work better together, and just improve their working dynamic. Our second offer is called the Couplepreneur Accelerator. This is also a 12-month program, but it's much higher touch. And the main focus of that program is developing a business growth plan for the couple that's based on their business model, their strengths together, as well as their schedule, and then helping them and coaching them through the implementation process. We do also have annual live in-person events. Our next one's actually coming up on April 10th and 11th of this year.

• 2:02Alex Hormozi?

  What's that included with?

• 2:03Speaker 01

  So we invite all of our clients to that, but we also sell tickets to it as well.

• 2:07Alex Hormozi?

  Interesting. And you use that as one of the bonuses for both levels?

• 2:11Speaker 01

  Yes. 100%.

• 2:12Speaker 02

  Yeah, it's a fast.

• 2:12Speaker 01

  It's an incentive, yeah.

• 2:13Alex Hormozi?

  Interesting, okay.

• 2:15Speaker 02

  For offer number two, the Couple Prenuer Accelerator, we customize an action plan based on the couple's schedule, the business model that they want to approach as a couple. So we're heavily customizing an action plan on the front end for offer two.

• 2:27Alex Hormozi?

  How long does that take?

• 2:28Speaker 01

  About a total of four to six hours to go through everything and then do a call with them.

• 2:31Speaker 02

  Yeah, and then the other time constraint in offer number two is the fact that they have access to us in Slack periodically throughout the week.

• 2:38Speaker 01

  Yeah.

• 2:39Alex Hormozi?

  Periodically, what is that?

• 2:40Speaker 02

  That means at any point they can ask us questions.

• 2:43Alex Hormozi?

  I'm sure that we were clear on that.

• 2:45Speaker 01

  We respond, we tell them we'll respond within 24 to 48 hours, but they do have daily access to us.

• 2:50Alex Hormozi?

  You're slacking all day.

• 2:51Speaker 02

  Yeah.

• 2:51Speaker 01

  Pretty much, yeah.

• 2:52Alex Hormozi?

  Ding ding ding, we have problem number one, which is that they have given unlimited, unfettered, unrestrained access to them personally, which makes it very hard to actually run a business. So maybe we might be able to sell people something they still find just as valuable, that they're not going to use all day, all the time. How do you make money?

• 3:10Speaker 02

  The Rise Together mentorship is $5,000 if paid in full or 12 installments of $500 a month. For that, the couples get weekly group coaching calls with Ariel and myself and the rest of the community.

• 3:21Alex Hormozi?

  What's the split?

• 3:22Speaker 02

  Oh, it's about 50/50. We also record those calls as well. So we'll take the call recordings, we'll upload them into a training portal where the couples can watch a replay and they can get access to other templates and cheat sheets as well. We have a private Facebook group for accountability based on the steps that we give the couples per week. And we also do these fun things called Quarterly Date Night Challenges. This is where we incentivize the couple to go on at least one date night per week.

• 3:44Alex Hormozi?

  Do people like that?

• 3:44Speaker 02

  Oh, they love it. It's like their favorite part.

• 3:46Speaker 01

  The Date Night Challenge is probably like the number one thing that keeps people buying from us.

• 3:50Alex Hormozi?

  Yeah, we're gonna, we're gonna talk about that. So with this cheaper one, basically it's just a weekly call.

• 3:55Speaker 02

  Yeah.

• 3:55Speaker 01

  Yes.

• 3:56Alex Hormozi?

  That's what they get.

• 3:57Speaker 02

  Yeah.

• 3:57Speaker 01

  The Facebook group's mostly community and then our customer service person holds them accountable.

• 4:01Alex Hormozi?

  Okay, let's talk about the second one.

• 4:02Speaker 02

  We do the Quarterly Date Night Challenges in both programs, but we also do a lot more in the Couple Prenuer Accelerator. So that's 25K paid in full, $2,500 a month if they choose the payment plan over 12 months. And that includes quarterly two-on-two private strategy calls where we map out their action plan. And also include... Weekly small group coaching calls, which are mostly just Q and A based. And we also hold them accountable to their weekly priorities inside of Slack. This is also where they can ask us questions.

• 4:28Alex Hormozi?

  If you eliminated Slack, how much time would you get back?

• 4:30Speaker 02

  Probably what, 40%?

• 4:31Alex Hormozi?

  Jesus. It's also the cost of disruption.

• 4:33Speaker 01

  I will say though Slack is usually people's favorite thing. Cause it's like having us in their back pocket.

• 4:40Speaker 02

  I like where you're going with this though.

• 4:41Alex Hormozi?

  We're gonna take some axes out.

• 4:44Speaker 02

  Music to my ears.

• 4:45Speaker 01

  Love it.

• 4:45Alex Hormozi?

  They made the mistake of running out of time on their high touch thing and then making a low touch thing. And the cost to our customers for the low touch thing was the same as the high touch thing. Which made all their economics of the business stop working. And so the real constraint they had originally in the business was that they were supply constrained. And so rather than solve the supply constraint, they basically just built a whole nother product. What they probably should have done is just say, I wonder if we could sell the same thing without all of the demand on the backside for our time. If we did that, we could sell three times as many people. So cool, do that. If you were to talk to my team, you would know that the number one question I ask when they just vomit a whole bunch of information on me is I just say like, what problem are we solving? When they decided to start this other product, they might not have been clear about the problem they were solving. Or ask the second question, which is can we just solve this problem in another way?

• 5:30Alex Hormozi?

  That doesn't include us starting an entirely new business, an entirely new acquisition strategy, making another product? And the answer is yes. So how do you get customers?

• 5:37Speaker 01

  So we use a challenge funnel, which means we use Facebook ads. We run to a five day free virtual challenge that we host inside of a Facebook group. And then we, on that challenge, we do teaching, training, Q and A, and then we lead to a sales.

• 5:46Alex Hormozi?

  How long is each of the sessions?

• 5:48Speaker 01

  One hour.

• 5:50Alex Hormozi?

  And what's the drop off between day one and day two?

• 5:52Speaker 01

  On average, we go from about 9% down to 4 to 5%.

• 5:56Alex Hormozi?

  So you lose half between day one and day two. Okay. And you're getting only 9% of people to shop to day one?

• 6:02Speaker 01

  Yes.

• 6:03Alex Hormozi?

  Okay.

• 6:03Speaker 01

  So we'll do about six of those challenges per year. And our average ad spend per challenge is about 19,440. We do also get some occasional sales from some other places, one of which is guesting on other people's podcasts. We also have a setter on our team who will reach out to people via social media messenger and book calls for us. And then we host our annual in-person events, which some sales can come from.

• 6:22Alex Hormozi?

  What percentage come from top versus bottom?

• 6:25Speaker 01

  I'd say 90 to 95%.

• 6:26Speaker 02

  We really would love to get Alex's. Feedback on this challenge funnel because we spend a lot of money on these challenges. Sometimes they make money, but other times we'll lose money and have to spend months recouping the costs.

• 6:37Alex Hormozi?

  Okay, so what are the problems?

• 6:39Speaker 01

  So your three primary problems are first is our cash flow cycle, which means it can sometimes take months for us to make back the money that we spend on new customer acquisition. Our second big problem is just improving overall conversion. We've recently noticed some drop off in attendees for our five day challenges, which are our main way of generating new leads and new sales. Our last big problem is just our own time constraint. We are almost at max capacity for delivering on our services just due to the amount of customization that's involved. Fixing these problems matters a lot to us because we went through what we call the anti honeymoon stage when we first got married, which is where we were trying to figure out how to be business owners, but also still a married couple at the same time. So being able to reach other couples and help them sidestep some of the issues that we went through is really important to us.

• 7:21Alex Hormozi?

  Okay, so what's sales velocity? So how many sell them with?

• 7:23Speaker 02

  So we do these challenges every two months. And this is what a typical challenge will look like. We'll generate about 511 leads and/or registrants for the challenge. And the average challenge attendees are 26. So 26 out of the 511 will actually show up to the live sessions each day. Out of that, we will typically book 12 sales calls, we'll hold 10, and we'll close six sales. And currently, right now, between both of our programs, we're working with 42 couples. And we've only had four clients churn over the last 12 months. And that's really just due to payment issues.

• 7:53Alex Hormozi?

  So right now, the company is y'all.

• 7:55Speaker 02

  Yep.

• 7:55Speaker 01

  Yes.

• 7:56Alex Hormozi?

  Zuck.

• 7:56Speaker 02

  Yeah.

• 7:57Alex Hormozi?

  You have a CS person in the back and you have a setter on the front.

• 7:59Speaker 01

  Exactly. Yep.

• 8:00Alex Hormozi?

  What other stuff you got? Anything else?

• 8:01Speaker 02

  Because we just use Facebook ads to generate leads and sales in 2024, here are the total numbers for the Facebook ads. There's obviously a lot of numbers here, but some of the numbers that really stand out to us is the extremely high cost per average attendee at $815 and our average attendee show up rate of 5.25%. That being said, on the plus side, if people show up, they have a 49% chance of booking a sales call with us. That's why the average attendee to sales call book ratio is 49%.

• 8:26Alex Hormozi?

  I just, I feel like we're gonna be able to fix this. And I think it's gonna be really elegant and it'll probably grow the company a lot and make you a lot more money. There's a version of the business that I like that I think would make this great. The fact that you like the date night and everybody likes the date night. Instead of doing a five day challenge, just do it a four hour date night and crush the full five, four hours in one pitch. You get twice as many people there and probably even more will show cause it's the date night. And you can still provide all the value you normally do and then just close.

• 8:51Speaker 02

  So frame it like couples are coming together for a date night. You actually probably break a record around that too, like in the ad say, hey, we're gonna do the world's biggest date night.

• 8:58Alex Hormozi?

  Yeah, okay, cool.

• 8:59Speaker 02

  I like that.

• 9:00Alex Hormozi?

  But the thing is that like, we actually have to solve this back to front. So I do think that's a better way to convert and I'll get into the tactics around that. But like, it's kind of a blatant offer. Now, the way that you guys deliver and all that stuff, fine, people like it. But I'm just looking at like, what am I getting here? I'm not like super stoked about it. I would rather solve for like, we have this other thing that makes us a ton of money. How can we pare that down so that we can still sell that at that price point, but have five or 10 times the capacity? We're gonna go deep dive on the offer. So the backend high ticket offer. So right now, we have Slack, the calls, right? Two on two.

• 9:33Speaker 02

  Yeah, quarterly two on two.

• 9:35Alex Hormozi?

  Quarterly, okay. And how long is that?

• 9:37Speaker 02

  The first one is 90 minutes, every other one is one hour.

• 9:39Alex Hormozi?

  Okay, got it. What else is there?

• 9:41Speaker 02

  Weekly group calls.

• 9:42Alex Hormozi?

  Weekly group, okay, that's not that bad. All right, what else is there?

• 9:45Speaker 01

  I would say in addition.

• 9:46Alex Hormozi?

  Groups, whatever.

• 9:46Speaker 01

  Yeah.

• 9:47Alex Hormozi?

  There's some modules, et cetera.

• 9:48Speaker 01

  Yeah, online modules. And then in addition to the two on two quarterly calls, the first one, we do a deep dive looking at their website.

• 9:55Alex Hormozi?

  The 46 hour thing.

• 9:55Speaker 01

  Yes, yeah.

• 9:56Alex Hormozi?

  So we'll go deep dive. That feels like a separate deliverable to me.

• 9:59Speaker 01

  Yeah, so the first quarterly call is longer and it takes more prep time.

• 10:03Alex Hormozi?

  So I'll just say this times three and then that one times one.

• 10:05Speaker 01

  Yep.

• 10:05Alex Hormozi?

  Okay, this is current. There's also this other piece, because you have this bonus of in person, right?

• 10:10Speaker 01

  Yes.

• 10:11Alex Hormozi?

  Yeah, so what I'm doing here is before I dive into recreating an offer, I'm actually going through the process live with them. Which is, I wanna understand all the resources and assets that we have at our disposal. In the offer's book, I cover this in creating your grand slam offer, part two, the trim and stack. The first part is listing out all the stuff out. And then the second part is, okay, now we have all these list of things. How are we going to cut it and combine it and pack? So that it's the leanest and the most valuable. Because fundamentally, we don't want to just like offer a ton of stuff. We want to offer the few things that people really want and then just remove everything else. So this is the $100 billion scaling roadmap. And they are at stage three stabilized. So they have a very small team, one to four. And let me read some of the constraints they're probably dealing with.

• 10:55Alex Hormozi?

  People aren't buying fast enough, which is the cash conversion cycle. So they're not getting paid fast enough. They're wasting time with bad leads. They don't have enough time to talk to good leads. They're not sure what to fix. Everything's going wrong, right? And customers feel lost. Now, this one, maybe you don't feel as much on the customer service side, but they've made up for that by just providing full time Slack access at all times to them. So really, it's their feeling lost. We can fix the thing that they complain about most from a product perspective, which is, this is partially their complaining about it, but it's also from a customer angle of what are all the things that we provide the most value? And then recombining those to make the most valuable offer. Decide on basic qualifications, right? So they had this cheaper thing. It's like, well, who do we really want to serve? Let's make a product for them, not a product for everyone, which then ends up serving four no one. By the way, if you want to know where you're at on this scaling roadmap,

• 11:40Alex Hormozi?

  it goes from zero employees all the way to 500 plus. And we break it down by eight functions of product, marketing, sales, customer service, IT, recruiting, human resources, and finance. Where people get stuck there and how to get through it. This is my gift to you. It's absolutely free. You can go to acquisition.com/roadmap. And if you want my team to actually help you with this for your business, you can schedule a call with them and they'll dive into the business. And if it makes sense to invite you out, we will. And maybe we'll see you here in Vegas. I think you're messing this one up. I think this is one of the most valuable things to do. You could functionally charge $25,000 a year and have two getaways a year guaranteed. And so you could say like, think about this as marriage insurance. We're going to do all the other stuff, but you guarantee yourself that you can have two amazing times per year. And when you look back on your life, most of the months kind of blend together.

• 12:25Alex Hormozi?

  It's just the little spikes that are the moments that you remember. That's what we're going to help you build. I think we do two X per year in person. And I think you should position it like getaway rather than conference.

• 12:35Speaker 01

  Yeah. Okay.

• 12:36Alex Hormozi?

  And also you guys will have a great time to get away too. So like, it'll be fun for you. So what I would do if I were you guys is I would go do the whole experience with them, whatever, two days, and then stay two days after for you guys and unwind. We won. And what do you think you're going to do at the in-person event when they're all there? At the moment, just planning a

• 12:52Speaker 02

  Doing renewal sales.

• 12:54Alex Hormozi?

  Yes.

• 12:54Speaker 01

  Yeah.

• 12:54Alex Hormozi?

  Good. That's what I want.

• 12:58Alex Hormozi?

  That's how we're gonna do it. And so basically, we have two in-person events. We're eliminating Slack, that's for sure. Screw Slack.

• 13:04Speaker 02

  Feels so good. Thank you.

• 13:05Alex Hormozi?

  Yeah, you're welcome. I think you feel lighter. I would almost rather you get rid of this.

• 13:08Speaker 01

  The weekly group calls.

• 13:09Alex Hormozi?

  Yeah. Because I don't think anyone's like, I'm staying for the group calls.

• 13:12Speaker 02

  You're right.

• 13:12Alex Hormozi?

  They probably stay for this.

• 13:13Speaker 02

  You're right.

• 13:14Speaker 01

  Absolutely.

• 13:15Speaker 02

  Because when we survey our clients, the weekly group calls are usually the least favorite.

• 13:18Alex Hormozi?

  Let me tell you a secret. What a lot of people do is that they will try and add as much as they possibly can. The goal is value per bonus. Basically, the way that I think about it is each thing we add on its own should be worth the price of the whole thing. Simplicity is the ultimate in business. Simplicity makes for simpler marketing. It makes for simpler selling. It makes for simpler delivery. But the problem is that complexity always rears its head. People want to overcomplicate things. You want to have four or five benefits in one ad because you think they're all important. But the reality is that you weren't able to prioritize the one that mattered most for the specific avatar that you're trying to advertise to. We could include 100 things, but there's typically only one thing that gets someone over the hump. People decide to buy because they hear something like, ooh, that's the one. And then they're in.

• 14:03Alex Hormozi?

  And so we just want to make sure that we make those details as compelling as humanly possible and then limit the details that we choose to talk about. To quote Jack Dorsey, founder of Futter, "Make all the details perfect, limit the number of details." The main value adds are, we're gonna meet with you, we're gonna do a deep dive, you're gonna come out twice a year.

• 14:22Speaker 01

  Yeah.

• 14:23Speaker 02

  Love it.

• 14:23Alex Hormozi?

  If you want to have the group, I would say, this is like for y'all, but like, this is not support. This is not like you tag me in every single post kind of thing. This is if you want to connect each other, then this is the way. Basically, you're more curating the experience than you are doing a whole bunch of stuff in there.

• 14:40Speaker 01

  Yeah.

• 14:40Alex Hormozi?

  Okay. So I think we go deep dive, which is fundamentally just long boarding. So you'd want to do that anyways, right? Two and two quarterly, times three, and then you have the group, which is not going to be a lot. Okay? So if we're looking at the total delivery time, this is 60, so this is three hours, right? Let's just call this six, so it's nine hours. And then you have the two events a year. So basically, let's just call it 10. Then plus this is fixed between everybody. 10 hours per couple is the cost. You make 25,000. And so realistically, the cap is going to be these two. This is now the new cap of the business. Not all this other stuff. So how many quarterly calls can you take?

• 15:18Speaker 02

  First initial strategy session does take, you know, considerable amount of time. But after that, I think we could do five per day.

• 15:25Alex Hormozi?

  You wouldn't do five per day. You wouldn't do it. Like you can do it physically. I'm saying, what are you willing to do? I know what you can do physically.

• 15:31Speaker 01

  I'd say probably two per week.

• 15:32Alex Hormozi?

  He's at five a day, I'm like, okay. So we have a 12x differential between you guys.

• 15:38Speaker 01

  Maybe five per week.

• 15:39Speaker 02

  Yeah, five per week.

• 15:39Alex Hormozi?

  And you do one day where you just do five.

• 15:41Speaker 02

  Yeah.

• 15:42Speaker 01

  Yeah, we try to batch them.

• 15:42Alex Hormozi?

  So that means that you'd max out at 60 because you're doing 12 weeks, one a quarter, times five.

• 15:48Speaker 02

  Right.

• 15:48Speaker 01

  Yeah.

• 15:48Alex Hormozi?

  So that max you out to 60 clients. I don't love that.

• 15:51Speaker 02

  Yeah.

• 15:51Alex Hormozi?

  I'd love to be higher than that. How do we get you to 150 clients? That's what I'd like to reverse into. Because if we get you to 150 at 25, let's call it 30, because a lot of people are going to be on payment plans, then that takes you to four and a half, which is 10 times what you're currently making. Early on, which feels chill.

• 16:07Speaker 01

  Yeah.

• 16:08Alex Hormozi?

  On my scale of chill, it's chill.

• 16:09Speaker 02

  Yeah, I mean, it's pretty chill.

• 16:10Alex Hormozi?

  So 12 weeks, if we could get to 15 a week. Now, again, this is what we have to deliver on. We could do a smaller group of four and have it be 90 minutes. Because then on Monday, you could do four 90s, six hours, and see 24. And 24 times 12 is even more than that. When you are supply constrained, you can either raise the price so fewer people buy and the people who buy you get paid more for. Or you change the ratio of delivery, meaning you go from one on one to one on four, to one on six, to one on many. Or you productize. Or you hire people. So we have a lot of different ways that we can solve a supply constraint.

• 16:54Alex Hormozi?

  We're going to change what we deliver and make it into a product. We're going to change what we deliver slightly by delivering it to more people at once. We're going to keep it the same number of people, but we're going to raise the price we make more per person. Or we're just going to hire somebody else to do it. All of these are potential solutions. But I'm going back and forth with them to figure out which one makes the most sense. Were a little bit cash constrained and I didn't get the impression they wanted to have a big team. The next one is the price. Now, they were already struggling to sell the higher ticket thing. And so like, I don't think we have room to go three or four times as high because that's what we would need to do in order to make a pricing move. That would make sense. So this one's out. And then we have the productizing. Now, they already did a productized version, but they can't sell it at the price that they're selling their expensive thing. So this one's out now.

• 17:37Alex Hormozi?

  This is basically the only thing that's left on the map that I see as a high likelihood solution for where they're at right now, which is why I recommend.

• 17:44Speaker 02

  The other factor I guess to consider is our dream state of this business wouldn't necessarily involve us being so heavily involved in.

• 17:50Alex Hormozi?

  It's only one day a week.

• 17:51Speaker 02

  True. That's true. Yeah.

• 17:53Alex Hormozi?

  I'm working on one day a week here.

• 17:54Speaker 02

  Yeah, yeah, no, I like.

• 17:55Alex Hormozi?

  You're like millions of dollars and work one day. I'm like, okay.

• 17:58Speaker 02

  Yeah, that's fair. That's fair.

• 18:00Speaker 01

  Yeah, our goal is eventually to be able to have coaches that can deliver on it as well.

• 18:05Alex Hormozi?

  I will be super candid with you.

• 18:07Speaker 02

  Please.

• 18:08Alex Hormozi?

  Most coaching businesses fail at scale and it's because if you have some unique skillset or your personality, whatever it is, like your X factor. If it's easy to teach, it's not valuable. And in order to have coaches who come in who can deliver the same level of value. It's going to be hard to teach. So either you're going to have the issue of like, I'm going to bring someone in and they can walk with the customers. Or more likely, you'll bring someone in, train them up in a weekend and they'd be like, this is now the person doing delivery. Now then you're going to claim it's your system and all the other stuff. But I've never seen really anyone get above 30 ish million a year in that space. And so the people who get above that typically have a more distributed model. So what I mean is this is y'all's X factor. So let's say we have all these little shot glasses here.

• 18:52Alex Hormozi?

  And on the other side, we have full, full same sized bottles. Okay. Scenario one, I just pour this into the shot glasses. Okay. Scenario two, I poured into the big glasses. Then I take this and fill it up to the top so that it's the same, same amount. What you end up having, this is the coaching model. You're going to get the same amount of time, you're going to get this person, they're not as good as me. It's going to be really diluted X-factor. Versus, would you rather just have a little bit less, but you have the full me, the full X-factor? And in my opinion, this model still is better, because then you just keep getting better. Now, if you're like, okay, well, we don't want to be key man. I'd rather get you to four million a year. And then we can deal with that problem.

• 19:36Speaker 02

  When he did the whole Gatorade analogy, that was very powerful, because we don't want to dilute the value of what we offer. And for many coaching businesses, you feel like you have to, just by hiring other coaches to coach for you. So that was a really powerful paradigm shift.

• 19:50Alex Hormozi?

  Every one of these solutions that I just outlined have businesses that have succeeded with them. The question is, which problem would you rather solve? If you decide to do the hiring path, then you're going to build basically a firm of partners to do this service for other people. The problem is, most people who are in this world, who are influencers, or creators, whatever, they have some sort of X-factor. And people come for them. And so when they try and hire staff, they just say, oh, here's my buddy. I spent a day with him to try and teach him my method, and now he's going to deliver it. If this is such a complex method, if you can train somebody up on it in a day or two, it's probably not that complex. Or it is that complex, and you're just saying it's not that complex, and just putting them in front of customers, because you don't want to do it anymore? Which is laziness?

• 20:34Alex Hormozi?

  And also, you're probably not paying them what would be required to get somebody who's actually as good as you or better. And so, the business you build here is a recruiting, training, and culture business. If you want to have a productized version of this, then you're going to be leaning heavier into marketing and sales. Because the delivery is going to be more or less automated or productized. This allows you to scale more easily from an acquisition perspective, but then you've got to learn how to market and sell at an even higher level. Then we have these two. So if you're a pricing, then what you're really going to get into is the branding business, right? Because in order for them to command super-premium prices, let's imagine they only have 100 customers. They say, we never want to get over 100 customers, and we want to grow this business. It's like, well, then the only thing we can do is just keep jacking price in this scenario. But the only way we're going to get people to continue to buy is that we have to reinforce this brand loop. Where every time we have these 100 customers, they're

• 21:19Alex Hormozi?

  Lives improved by so much. They create these amazing stories for us. They bring their friends. And then over time, because we have supply and demand, right, as a, as a nice little X factor here, the price would continue to go up as demand increased, right? But we're keeping supply fixed. Now, the ratio, which is what I recommended for them, I want to say it kicks the can down the road. And what I mean by that is they're just going to get better and better just because you get more practice if you're the person who's got the X factor. And so they're going to get more practice. So even though people are going to get shot glasses of them, it's going to be more and more concentrated shot glasses, which means they can keep dividing it over and over again as they get better and better. And so the value proportion actually can stay fixed as they improve. Ultimate version of this is look at Tony Robbins' business, right?

• 22:01Alex Hormozi?

  We got one guy and he's on stage in front of 10,000 people and they all pay $5,000 to be there because he can command that price because he's so good on stage that people are still thrilled, even though they're in an auditorium of a zillion people. In the ratio business, the business that you're really building there is they're just continuing to do what they're doing and they're just going to be able to drive more and more profit in the business.

• 22:21Speaker 02

  And we personally enjoy the events probably the most.

• 22:24Speaker 01

  Yes.

• 22:24Alex Hormozi?

  Everything else we do in the business. This would probably be my V1. My V2 would be can we just sell three a year? And then I would just basically position it as, listen, right now you're not spending the money because, and you know you should. This will guarantee that you have it. And also you split up the day so it's 50/50. So it's like, we're going to be doing some stuff together, but like, it's also y'all's vacation. So take the day. The thing is, is like, it's okay because you block the, like, the values you made them block the time.

• 22:48Speaker 02

  Right.

• 22:48Speaker 01

  Yeah.

• 22:48Alex Hormozi?

  And come out and do it. Make a cool experience.

• 22:50Speaker 01

  When Alex said, "Don't worry about key man risk," we felt a sense of relief because we felt like we had to just take what we do and go multiply it with other people. But realizing that we can just not have to worry about that right now and focus on what it is that we do best and grow the business in that way makes it feel a lot more simple. It allows us to, again, just do what we love to do and serve the people that we love to serve. So.

• 23:09Alex Hormozi?

  I think this is V1, but let's solve the money thing here. If you're willing to do two days a week, then that would get you to 120. So that's it to three-ish million.

• 23:18Speaker 02

  It's better than five days a week at what we're currently at.

• 23:20Speaker 01

  Yeah.

• 23:21Alex Hormozi?

  Yeah. Love that for you. Yeah. Okay. So this to me is, this is no longer the backend offer. This is just the offer. That's thing one.

• 23:32Speaker 02

  And by the way, for the record, we do like serving our clients, so it's not like they're bothering us.

• 23:36Alex Hormozi?

  Oh, of course, of course, of course. Clients, they're very happy to deliver and they're very grateful. And congratulations for everybody who got the $5,000 thing. It will never be sold again. The second thing is going to be our acquisition law. Okay, so you guys are doing the five day challenge. So if I wanted to make the lowest risk bet. My lowest risk bet would be run the playback again and now sell the thing that you should have been selling this whole time.

• 24:02Speaker 01

  Okay.

• 24:03Alex Hormozi?

  If I wanted to be spicy, which why not? My spicy version of this is you run date night and you make it two to four hours and then you just pitch right at the end. So the reason that I'm a big believer in this is that there's a certain amount of information that someone is required for someone to make a decision. We can spread that in five hours over five days or we can do one five hour session. If I had to pick between the two, I'd rather do the five hour session. And mainly the reason is because like I can weave a lot more things in. I could like, you're kind of like in state, you're in flow, it's top of mind, you're like there rather than having to remember each time to come back to this thing. And so you'd also have twice as many people that you'd be pitching to. If your position is a date night, no one's, oh, I'm going to do this date night for 60 minutes. It's not a date night. So I think having it be extended, you already have permission based on the nature of what a date night normally is. So this all makes sense.

• 24:47Alex Hormozi?

  This is your activity for the evening. We got you covered. This has already been demonstrated across lots of industries that just super long, single day or half day events can be incredibly compelling for selling very high ticket things. When someone gets three or four hours with you in person, they get a pretty decent vibe about you and your expertise and whether they want to make a buying decision.

• 25:04Speaker 02

  So they would actually do a real date night and just zoom in? And we're just talking through different.

• 25:09Alex Hormozi?

  Yeah, I think you're doing it like this would be like break all the internet marketing rules, but you're doing it like a Friday night. You know, if that's hard, then it's like you could test it and be like, is Thursday night? But from all the math that I've seen, doesn't really matter what day you run it.

• 25:22Alex Hormozi?

  So you can believe whatever narrative you want, but at the end of the day, I don't think it's gonna matter.

• 25:26Speaker 02

  Okay.

• 25:26Alex Hormozi?

  If we had to do it tomorrow, I'd say just run the play. You already know it's already built out and then just offer the better offer. So what we need to do here, and this is actually super common in a lot of businesses, you have to pull cash before. So number one, one of my preferred methods is you can do layaway, right? Which is you can pay on whatever plan you want, but you won't get delivery until you pay X amount. Like until you pay a third, we don't start. But you can pay, you can make it as flexible as you want. But a lot of people are like, I'll just pay a third now and then start the payments.

• 25:49Speaker 01

  Okay.

• 25:50Alex Hormozi?

  And then that way you can pull out more of that cash upfront.

• 25:53Speaker 02

  So we wouldn't even start the service until they get to that point?

• 25:55Alex Hormozi?

  Correct.

• 25:55Speaker 02

  But they can still at least put their.

• 25:57Alex Hormozi?

  Yes, you could do an onboarding call or something like that if you want to, just to be like, hey, congratulations. We're excited to have you.

• 26:01Speaker 01

  Yeah.

• 26:01Alex Hormozi?

  You know, we'll add to this community, but we're not going to start doing the deep dives and all that stuff until, until you, until you pay. The way that that would help solve the cash flow issue is the idea is that most people would be like, screw it. I'll just prepay the first quarter.

• 26:12Speaker 01

  Okay.

• 26:12Alex Hormozi?

  Now that's kind of option A. And I would just recommend doing, ask for the quarter upfront, which is basically the way it works is it's nine K down and the reason we do this is because the deep dive we do is really intense and it costs us the most out of everything that we're gonna provide for you, all right? In terms of our time. Basically you sell that and then I would just immediately start the payments, whatever it is, 2,500 or $3,000 per month after that. But I would start immediately. It's not like you pay nine, don't have to pay, and then you have the next thing, because then you're gonna have a churn.

• 26:41Speaker 01

  Yeah.

• 26:41Alex Hormozi?

  Okay. The thing here is then you down sell layaway. So if they're like, I can't pay the nine K now, no worries. Just make three payments and then we'll kick you off.

• 26:49Speaker 01

  Okay.

• 26:50Speaker 02

  Okay.

• 26:50Alex Hormozi?

  And that's cool because you're also probably gonna come up soon to one of the event dates. Cool. You're prepaying this. You're gonna be doing a vacation anyways. Might as well just like think about like a savings plan. I don't think we need to complicate this any more than that. Basically the fast action bonuses, you start now. And we do the deep dive immediately and you'll qualify to come to our event. So if we have an event in two months, everybody who prepays can attend and gets the deep dive.

• 27:10Speaker 01

  Yeah.

• 27:10Alex Hormozi?

  And you're always gonna have one within four months anyways, if you're doing three a year.

• 27:13Speaker 01

  Yeah.

• 27:14Speaker 02

  So the only way they come to the event or get the deep dive.

• 27:16Alex Hormozi?

  They gotta at least.

• 27:17Speaker 02

  Nine K.

• 27:17Alex Hormozi?

  Yeah.

• 27:17Speaker 02

  Is paid. Got it. Okay.

• 27:18Alex Hormozi?

  Next thing is we're gonna go acquisition. All right? Let's do ads right now. What I want you to do is also offer a $2,500 rebate as soon as they sign on and do their first date night. They make a video of them doing the date night. And what the experience was like. And so then you can use all those for ads on the front end.

• 27:35Speaker 02

  Oh, I'd love that.

• 27:36Speaker 01

  Yeah.

• 27:37Alex Hormozi?

  So you give them a rebate. So it's like, it's thirty two five, but you get twenty five hundred dollars back as soon as you send us the video. And it's just, and it's, and you obviously give us permission to use it. Don't talk about money, just talk about the experience, talk about what it's like.

• 27:47Speaker 02

  Okay, and you would add the rebate costs on top of the?

• 27:49Alex Hormozi?

  Yeah.

• 27:49Speaker 02

  Okay, got it.

• 27:50Speaker 01

  Again.

• 27:51Speaker 02

  All right.

• 27:51Alex Hormozi?

  I'm a big believer in making ad machines in every business, which is like, I want to have the normal function of the business, create the marketing for the business. I want a fusion reactor. I want something that can just self-sustain. I don't want to have inputs that's always me to drive the business forward. And so whenever I can, wherever I can in a business, I want to create some way of documenting stories, narratives, emotions, outcomes from customers. Think about how it works in sequence. One person advertises, that's me, that starts the engine. Customer comes in, customer has great experience. That experience gets documented. That experience gets advertised. That experience from that customer gets the next customer. So the only thing that's really required to get the business started is me just doing one big marketing push. And then after that, the snowball rolls on its own.

• 28:34Alex Hormozi?

  Okay, so if we're looking at these ads, do you guys ever run video?

• 28:37Speaker 01

  We've tried, but it hasn't performed as well for us.

• 28:39Alex Hormozi?

  Yeah. So I'll tell you a secret about video. Video has higher volatility than images do. But your best ads will be video and your worst ads will be video.

• 28:49Speaker 02

  Oh, fascinating.

• 28:49Alex Hormozi?

  So video outperforms images if they're good videos. Images outperform videos if they're bad. You guys make content, right?

• 28:56Speaker 01

  Yes.

• 28:57Alex Hormozi?

  Okay, so can you pull up their Instagram real quick? What's your best one recently?

• 29:00Speaker 02

  The one to the top right was our best.

• 29:01Alex Hormozi?

  Okay, there we go.

• 29:02Speaker 02

  To any man who's married to a strong woman, here's a new lesson I've learned about masculinity. Your wife's strength does not have to compete with your strength, it actually complements your strength. The strength of your wife does not threaten your manhood at all. In fact, the more you encourage her to flourish in the areas that God has gifted her in, the healthier your relationship will become. So when you leave from this place, a place of collaboration, rather than a place of competition, you actually become the strong man that you and she wanted you to be in the first place.

• 29:32Alex Hormozi?

  Love this. So now, all we do is take that.

• 29:34Speaker 02

  Yeah.

• 29:35Alex Hormozi?

  Run this an ad and then put a five-second CTA at the end. My wife and I have been working together for this many years. If you're a couple and entrepreneur and this resonated with you, come attend, we're doing a four-hour date night. It's gonna be awesome. Like, we're trying to do the world's biggest night, either way, it's gonna be a blast.

• 29:47Speaker 02

  Yeah.

• 29:47Alex Hormozi?

  It's absolutely free, just put in your information, we'll send you a couple texts to remind you, and we'll see you there.

• 29:52Speaker 02

  Perfect.

• 29:52Speaker 01

  Love it.

• 29:52Speaker 02

  Love that.

• 29:53Speaker 01

  That's great.

• 29:53Alex Hormozi?

  What I want you to do is, because you guys are cash constrained right now, is how many pieces of content are you putting out a week?

• 29:59Speaker 01

  Like two.

• 30:00Alex Hormozi?

  Okay, so what I want you to do is get to at least one a day.

• 30:02Speaker 01

  Okay.

• 30:03Alex Hormozi?

  You're gonna use that as your free testing ground. You're gonna take your highest performing clips and then run those ads and just slice the CTA at the end.

• 30:10Speaker 02

  Got it.

• 30:10Speaker 01

  Okay.

• 30:11Speaker 02

  Okay.

• 30:11Alex Hormozi?

  Okay?

• 30:12Speaker 02

  Perfect.

• 30:13Alex Hormozi?

  So, we're gonna, we're gonna repurpose best performers. Did you get any business from that?

• 30:17Speaker 01

  No.

• 30:18Alex Hormozi?

  Is there any post that you've made that has gotten you business?

• 30:20Speaker 02

  The closest we got to that was a podcast interview that we did where the podcast hosts themselves loved us so much that they hired us to coach them.

• 30:26Alex Hormozi?

  Okay, got it. So, what I would also do is I want you to take that podcast and slice it up and run the moments as both organic and ads.

• 30:36Speaker 02

  I love that.

• 30:37Alex Hormozi?

  That's the ad side that I would do. Now, obviously, I think you should also make normal ads following the standard advertising process that we outline in our lovely leads book. You can still do the images. I would just run a ton more of them. Like, how many images were you running for this?

• 30:49Speaker 02

  Normal campaigns, we do probably like 12 to 16.

• 30:51Alex Hormozi?

  So, I would probably bump the N on that to like 100 on images. Just because like you just have no idea. Literally just open up your iPhone. You have probably a gazillion images of each other and hanging out. Literally run all of them.

• 31:03Speaker 02

  Okay.

• 31:03Speaker 01

  Okay.

• 31:03Alex Hormozi?

  Just all of them on the image side. And then this with the organic, that will give you a good amount on camera roll. There we go. Okay, so I think if we just did that, you'll probably be good to go.

• 31:15Speaker 02

  Same ad copy, that is.

• 31:16Alex Hormozi?

  Yeah, your highest performing, like, copy usually needs to change very little. I'll tell you a secret. For school, last year, we spent tens of millions of dollars on ads and we never changed the copy once.

• 31:26Speaker 01

  Wow, okay.

• 31:26Alex Hormozi?

  Once the copy's right, you just keep changing the creative. Because it's like, this is the message that resonates.

• 31:31Speaker 02

  Yep.

• 31:31Alex Hormozi?

  Now, we just need to get it in front of different people in different ways, different hooks in terms of the creative, but like the actual words on the copy, more or less the same. Let's do funnel, which is not really existing. Okay, so I do think that part of the reason that y'all's show up rate is so low is because you don't actually have a page.

• 31:46Speaker 01

  Yeah.

• 31:47Alex Hormozi?

  So, lead form opt-ins tend to be the lowest quality overall. I would bet that you could probably get somewhere in the neighborhood of 25% if you ran them to funnel. Now, that being said, you'll get cheaper opt-ins here, but you won't necessarily get cheaper sales because you track CPA, right? Have you ever done it to a funnel or not?

• 32:04Speaker 02

  Yeah, actually, the reason why we currently run lead formats is because when we track the CPA all the way to the backend, the leads that opted in through the lead form were the lower CPA and higher qualified too, which is weird. Even our agencies, we've never seen this, but okay.

• 32:17Alex Hormozi?

  It's not common. Was that one campaign that you did that on?

• 32:21Speaker 02

  No, we split tested it for a year. Yeah. Because I even thought, I was like, this makes no sense.

• 32:25Alex Hormozi?

  It doesn't make any sense. Well, then I'm not going to mess with it. At the end of the day, the actual percentage shows and things like that don't actually matter. The only thing that matters is cost to acquire. And would we be okay with a $1,500 CAC on a $2,500 thing?

• 32:38Speaker 02

  Yes.

• 32:39Alex Hormozi?

  Would it be cool with a $2,500 CAC on a $2,500?

• 32:41Speaker 02

  Yeah, sure.

• 32:42Alex Hormozi?

  And now that we have the 9K, we're going to get way more of those upfront. So here, the common theme between probably a lot of these different kind of episodes that I run with business owners is that there's many things they could potentially improve in the business. But there's usually one or two that are the big levers on growth. And for Kyle and Ariel, it's the offer and the creative. So make a better offer, make better creative. Better creative gets us better leads. Better offer gets more of them to buy. We sing happily ever after as Butterworth draws my bath. For now, I'll say this. I don't want you to change it. I want you to stick with what we have. Make better ads. Have a superior offer. The main test that we have to basically make the decision on, which we will by the end of this, is do we want to run the same play again? Or do you want to run the four hour date night?

• 33:26Speaker 02

  It's hard because we've been just following, here's what works. Let's just keep doing what works until it stops working. And now we're like, well, shoot.

• 33:32Alex Hormozi?

  Well, it has stopped working.

• 33:33Speaker 02

  Yeah.

• 33:34Alex Hormozi?

  Now, I'll bet you that the messaging of the five days probably converts because your conversion has been fine. It's been like attendance and stuff. And so for me, I'm like, okay, well, I do think that there's probably way more people running five day challenge stuff. And so that's fairly typical. If you were to run it as a date night, I think that's a unique angle that is unique to your business. You can still do the same amount of kind of presentation time as you normally would. You probably slice some stuff out too, because you don't have to do intro outro every time. So probably is three hours of quality content out of five. So that's like, great. And then you can just do a wrap up pitch at the end. If you change nothing, you'd have twice as many people there for the pitch. If the date night converts better than the challenge, then it'd be even more.

• 34:11Speaker 02

  How much of this is like a date night fun activity versus like? What we do during the challenge, which is very like tactical, heavy objection handling, sales, you know, all that.

• 34:19Alex Hormozi?

  Well, you still provide value.

• 34:21Speaker 02

  Of course.

• 34:21Alex Hormozi?

  Right. So just do that.

• 34:23Speaker 02

  Okay.

• 34:24Alex Hormozi?

  And you can probably reframe the front a little bit, literally just the introduction and the rest of it can probably be the same. If I started, I was like, hey, everybody, welcome to date night. If you're anything like us, date night is not business or fun, it's both. And so we're going to do that together. All right. So let's start and then you're in, right? So it's, I think, there you go. We've just merged it. Now we're in.

• 34:42Speaker 02

  Perfect. Okay. That's a great.

• 34:43Alex Hormozi?

  You literally need to frame.

• 34:44Speaker 02

  Yeah.

• 34:45Alex Hormozi?

  So what's your upsell percentage from the in-person events that you have now?

• 34:48Speaker 01

  So our in-person events, I've held two so far. Last year was the first time we had the lower ticket offer.

• 34:52Speaker 02

  We focused way too much on production and provided value and like barely pitched. So we weren't that intentional. So therefore I think we only sold one of the higher tier program at our last event, which covered the cost. But it'd be great to like do a lot more.

• 35:05Alex Hormozi?

  How many people would you close in general out of the people who attended?

• 35:07Speaker 02

  It would be like one out of 50.

• 35:09Alex Hormozi?

  No, but what about to renew on the lower ticket thing?

• 35:13Speaker 02

  We didn't.

• 35:13Alex Hormozi?

  Oh, only one person totaled.

• 35:15Speaker 02

  Yeah, no.

• 35:15Alex Hormozi?

  Okay, you definitely didn't pitch.

• 35:16Speaker 02

  Yeah, we didn't pitch. Yeah, no. It was, we went too soft. And I know you say that you're gonna pitch, pitch. If you're not, don't. We screwed that up. Yeah.

• 35:23Alex Hormozi?

  So how many days is the event?

• 35:24Speaker 02

  Two.

• 35:26Alex Hormozi?

  All right. So number five is me renewing. So this is me just planning ahead. If you just do the stuff we were talking about, like the business will probably already triple or more. Not triple. Sorry. If it's three million, then it'd be more than that, like seven or eight X. Okay. So you've got day one, you've got day two. Intro is going to matter a lot. It's one of the most important things of an event. It's just blowing people away. Be on top of it. It's a lot of little details.

• 35:44Speaker 02

  Yeah.

• 35:45Alex Hormozi?

  Greet them by name, have specific facts about their business, about their marriage that you bring up to each person. I would try and have a list of people that you can tag so that, do you have help for these events?

• 35:54Speaker 01

  Yes. Yeah.

• 35:55Alex Hormozi?

  Take the list of people who are going to be there, break them into different rosters, be like, you're on A, you're on B, you're on C, you're on D. You can give different lanyard colors so that they can basically know, oh, this is green, this is blue, this is yellow, this is orange. And then you're in charge of yellows, you're in charge of reds, you're in charge of oranges. Make sure that you tag all of them. They have a little list and they have the two facts they're going to bring up to them. They're like, damn, these people are on top of it.

• 36:15Speaker 02

  Yeah.

• 36:15Alex Hormozi?

  And so that's the in-between. So you'll have your intro, you'll have meet one, meet two, and then you have your break and three and four, and then you'll probably have your pitch. And then you'll have another intro again, sorry, M1, M2, and then you'll have lunch. And then I think here is where you do a soft repitch, and then you do M3, M4, and then wrap. Does that make sense?

• 36:36Speaker 02

  Makes a lot of sense.

• 36:37Alex Hormozi?

  Yeah, I would say here, I would do a dinner of some sort. People who buy get to go to dinner with you guys, so reserve a nice place. Okay. So that gives them immediate reason. And then here, this can typically be shorter. So this can usually be like 15 to 30 minutes. That's just, hey, my team tells me X, Y, and Z from yesterday, so I wanted to handle some of those things upfront for you, but I'm gonna try and frame this in a way that's still valid. And so it'll help you with your business too.

• 36:59Speaker 02

  Yeah, I like that.

• 37:01Alex Hormozi?

  Yeah.

• 37:01Speaker 02

  So teach while simultaneously overcoming objections. Got it. And that's what the repitch is.

• 37:05Alex Hormozi?

  Yep.

• 37:05Speaker 02

  Now for this pitch, would you do like the full hour?

• 37:07Alex Hormozi?

  You don't typically need to.

• 37:09Speaker 02

  Oh, okay.

• 37:10Alex Hormozi?

  I'm a big believer in like, just provide value. I think stories and narratives are really powerful here, frameworks, things like that. And then basically at the end, I think just having like, if today was valuable, do you mind if I just tell you a little bit more about what we do?

• 37:21Speaker 02

  Okay.

• 37:22Alex Hormozi?

  Sure. And then you're talking 15 minutes stacking close. Okay. That's it. Got you. You basically just make the offer, let them know how to get it, it's called action.

• 37:31Speaker 02

  And then come to dinner with us.

• 37:32Alex Hormozi?

  Yeah.

• 37:32Speaker 02

  For everybody that does it.

• 37:33Alex Hormozi?

  Yep.

• 37:33Speaker 02

  That's a huge relief, because in my mind, I'm like, every single thing we do from start to finish, we have to structure in a way that like lead to it.

• 37:39Alex Hormozi?

  But for right now, you haven't sold anyone.

• 37:41Speaker 02

  Sure.

• 37:41Alex Hormozi?

  And so we're gonna start with just selling and having a clear offer.

• 37:47Alex Hormozi?

  And then just asking again.

• 37:50Alex Hormozi?

  And we're gonna leave it there for now.

• 37:51Speaker 02

  Okay.

• 37:52Alex Hormozi?

  Of course, if you weave in some, like in the examples that you use in each of the media sessions, you're like, hey, like you wanna weave in the different avatars, both psychographic in terms of what are the belief systems that these people have? And then also, what are the typical problems that they're dealing with? Because that'll be different too. And I'll bet you, of the three, if I had to pick for diversity, that would be the one I'd wanna make sure I had the most diversity in. The biggest one is gonna be the diversity of objections. These ones where their business was crushing it, but the marriage wasn't. The other ones, their marriage was crushing it, but their business was actually causing problems, because if they just had that right, they'd be good to go.

• 38:20Speaker 02

  Yeah.

• 38:20Alex Hormozi?

  Other ones, let's talk about kids. Basically hitting the different things that someone's gonna bring up.

• 38:24Speaker 02

  Okay.

• 38:24Alex Hormozi?

  We all have unspoken limiting beliefs, and the difficulty is recognizing them. I think this is in my book, my favorite quote of all time, that will likely be on my tombstone. This is the value equation, which is we question all of our beliefs except for the ones that we really believe in and those we never think to question. And so I think it's such a powerful statement because we are limited by invisible chains of our own making. And so many times in my life, I've been living inside of a cage that I didn't even know existed. And so they are enslaved to this business right now because of their beliefs about the fact that it must be this way, or that there is no possible alternative reality in which they could sell people and help them in a non one-on-one scenario.

• 39:08Alex Hormozi?

  And all I wanted to do is just bring in evidence from other scenarios where people get more help from being in larger groups, not one-on-one, so that people could not be ashamed. But these blocks exist all over the business. It could just be from the price, or no one's gonna like these ads, or no one's gonna wanna buy this offer. It's like you don't know until you try it. And if you're not sure, just look around, because if you're in a tremendous amount of pain, then you should be incredibly motivated to disprove the belief that you have that there's a way to solve this problem.

• 39:37Speaker 01

  Now, when you say renewal, are we renewing into the lower-tier offer? Or should we?

• 39:41Alex Hormozi?

  No, I think you should only ascend for the existing, and I would just let them know, hey, we're sunsetting this. And so you guys bought a year, or whatever it is. And so the nice thing is that it's super light on delivery for you guys anyway, so it's not a huge deal, and I would sunset it. So those are the big five. Cool, so I'm gonna recap them for you, and then we'll put this in a bow.

• 39:57Speaker 02

  Quick question, too, on the renewals. Like, would you do a specific incentive for renewal?

• 40:00Alex Hormozi?

  Would I have an incentive for immediate renewal? Yes. So I'll give you a couple of different ones that you could think of, that you might think is more compelling or less. You could say, hey, for everyone who renews today, we'll buy you first-class tickets to the next event, or all three events next year.

• 40:13Speaker 02

  Love that.

• 40:14Alex Hormozi?

  I actually like it, because the experience really does start when you leave home. And so it's like, you got champagne on the plane, you're getting a mindset. And so what's the total net cost on that? It's like, six grand, maybe? So you can keep the price the same, and you can add that in. Or you could say, a very classic, fast-action bonus, or something like that, just knock five grand off the price.

• 40:32Speaker 02

  For immediate renewals?

• 40:33Alex Hormozi?

  Yeah.

• 40:34Speaker 02

  Okay, so renewals for the high ticket, and then lower tickets as we're sunsetting would just be ascension.

• 40:37Alex Hormozi?

  Okay. In-between, right now, add in the quarterly and the deep dive.

• 40:41Speaker 02

  Okay.

• 40:42Alex Hormozi?

  For now.

• 40:43Speaker 02

  And people will pay 25K for that?

• 40:44Alex Hormozi?

  For sure. I mean, the only other things are modules they're not using and calls they don't care about.

• 40:48Speaker 02

  They do love the Slack, though.

• 40:49Speaker 01

  The Slack.

• 40:50Speaker 02

  You know, like, they can ask us questions.

• 40:51Alex Hormozi?

  Well, the thing is, is that there's things that people might love after they buy, and then there's things that people will love before they buy. I'll give you an example. So at Plant Fitness, they have like, a pizza night, once a week. I think it's Tuesday or whatever. It's like, you can get pizza. The reason they do it is because they're like, listen, at the very least, you can come get pizza here and it's gonna be cheaper than this membership. You can get free pizza. So it gets people to buy. But then people don't even eat the pizza because they don't go to the gym. Because they feel guilty.

• 41:15Alex Hormozi?

  But the thing is, it's a great little

• 41:16Speaker 02

  Shtick.

• 41:17Alex Hormozi?

  The reason someone buys isn't always necessarily the reason someone stays. Now, if people haven't been ascending, then the Slack is takes up your time, but it's not causing them to buy again.

• 41:25Speaker 02

  True.

• 41:25Speaker 01

  Yeah.

• 41:25Speaker 02

  True.

• 41:26Alex Hormozi?

  It's just a time suck.

• 41:27Speaker 02

  So from the outside looking in, the Slack isn't necessarily a selling point as much as it is a something people like afterward.

• 41:32Alex Hormozi?

  The reality of it is that you have reinforced them messaging you all day.

• 41:36Speaker 02

  True.

• 41:37Speaker 01

  Yeah.

• 41:37Alex Hormozi?

  So they message you, and then the latency between you responding then reinforces them doing that, which means the group's probably not super active. Your Slack messages are super active.

• 41:45Speaker 02

  Yeah.

• 41:46Speaker 01

  Yeah.

• 41:46Alex Hormozi?

  And so it's like, we want to redirect all of that activity to the community, because think about all the value that lives in all your Slacks. Right now, it's to no one. So if someone's gonna ask you a question, I'll answer for everybody. Because that question is not one of a kind. Now, the other piece that I would break the, pierce the veil on is, we set this up with one-on-one, two days a week. You guys are Christian, right? Okay. The amount of church, relationship, communities where it's 10 people in a room, 20 people, 20 couples in a room, and they get up and they talk. You have AA, super personal, people get up in front. I think it's a belief that you have, but like, couples' problems are couples' problems. So here I was, hitting her from behind. They're not gonna, they're just gonna be like, we're having trouble in bed. And everyone knows what it means. Because the flip side of how I would sell it is, listen, one of the hardest parts of being a couplepreneur is that it's lonely.

• 42:28Alex Hormozi?

  And so, wouldn't it be nice to know that the struggles that you have are struggles that other people share too?

• 42:32Speaker 02

  True.

• 42:33Alex Hormozi?

  And to be clear, I would use the exact example. So I'm not gonna be saying like, what are the positions you're rotating through? And like, have you brought a friend in? I'm kidding. I'm saying like, like, you're, it's like, alright, well, she threw her wig on. Ah, you know, like, but like, no one's like, clutch my pearls, they're married.

• 42:48Speaker 01

  Yeah.

• 42:48Alex Hormozi?

  Do whatever you want. And so I think it's a belief thing.

• 42:52Speaker 02

  Yeah.

• 42:52Alex Hormozi?

  And it's like, you're not talking erectile dysfunction, you're just talking about the relationship.

• 42:56Speaker 02

  Yeah.

• 42:56Alex Hormozi?

  And those are gonna be commonalities. And I think that long-term, they'll probably feel more kinship, the idea that like, they're struggling with the same business issues, and the business advice you give helps everybody. The relationship advice you give helps everybody. Now, there is a ratio where it stops being small group and becomes one-to-many.

• 43:10Speaker 01

  Yeah.

• 43:11Alex Hormozi?

  So basically, after like, I'd say seven-ish, it's now not enough individual time. I think if you guys did one-on-four, and you did the four 90-minute sessions.

• 43:19Speaker 01

  Yeah.

• 43:20Alex Hormozi?

  I think you'd be fine. It's harder to go from one-on-one to one-to-many. So if you're gonna change it, I would just change it.

• 43:27Speaker 01

  Okay. If we are currently doing like weekly group calls and Slack, there's almost like a constant flow of question answering and things like that. If we're just going to quarterly calls and the events, there is none of that. It's almost just the experience of coming together at the events and then getting the strategy each quarter. Do you think there would be any pushback from people not being able to ask questions on the strategy that we map out every quarter?

• 43:50Alex Hormozi?

  Maybe.

• 43:51Speaker 01

  Okay.

• 43:51Alex Hormozi?

  Comma, how much does it matter? And so I think, again, a lot of this comes down to framing.

• 43:55Speaker 01

  Yeah.

• 43:55Alex Hormozi?

  And so if I'm going to work with someone, for example, I'm not going to be like, hey, hit me up whenever. Because the thing is, is that doesn't serve you. Because that means that I'm making all your decisions for you, which means that you never learn, right? You also never learn how to prioritize. If every single thing, you just outsource your decision-making to me, which is not a good life for me or you.

• 44:12Speaker 02

  And that has happened.

• 44:13Speaker 01

  Of course it has. And so the thinking process that I would have is, by doing it

• 44:17Alex Hormozi?

  this way, you'll be fully focused on the fewest things that matter most. Anyone can give you more things to do. It's about doing the fewest things that make the most impact, just as much as it is for the relationship, as much as it is for the business.

• 44:28Speaker 01

  Yeah.

• 44:28Alex Hormozi?

  Because like your wife, you could, I can probably give this list of 10 things, but if you just said, thank you for doing the dishes every single day, and maybe pick up the kids once a week.

• 44:37Speaker 02

  Yeah.

• 44:37Alex Hormozi?

  Get her some flowers. If you just do those three things, the marriage is fixed. Let's just think about, how do we remove everything that's preventing you from doing them? So I think a lot of it, it shifts subtly in terms of how you're presenting it in the pitch, but I would call that out. If you're the type of person who's like, hey, I want someone to tell me exactly what to say to my wife every single day, here's the thing, I'm not married to your wife.

• 44:57Speaker 02

  Right.

• 44:57Alex Hormozi?

  You married your wife. And so if I were to do that, I would be doing you a disservice because you're never gonna learn.

• 45:01Speaker 02

  Yeah.

• 45:02Alex Hormozi?

  I'm just gonna be ChatGPT for you for relationships.

• 45:04Speaker 02

  Right.

• 45:04Alex Hormozi?

  And you know what? You should use ChatGPT for it because it's not bad. These day-to-day things. What we're here for is for the big decisions.

• 45:11Speaker 02

  Yeah.

• 45:11Alex Hormozi?

  That's where we provide the most value.

• 45:13Speaker 02

  Okay.

• 45:13Alex Hormozi?

  Because if you look back on your life, there's a handful of decisions that created the life you have.

• 45:17Speaker 01

  Yeah.

• 45:17Alex Hormozi?

  And we want to make the next handful of decisions exactly what they should be to get to the life you want.

• 45:21Speaker 02

  That's fantastic framing. Because I've even told her too, that my brain feels like ChatGPT, because I basically answer questions all day long.

• 45:28Alex Hormozi?

  Tell her what to live.

• 45:29Speaker 02

  Yeah, it absolutely is. Along the same lines of that, though, the best case studies we've had of couples, and we're very blessed to say that we have 20 videos of just amazing case studies of people making more money and going on vacation. I don't know if that would have been possible had we not held them accountable to taking the steps and stay focused because between one quarter to the next, I mean, you know, how much can shift and people shift priorities, people get distracted, whatever. So how do we mitigate that part?

• 45:53Alex Hormozi?

  So I'll give you escape valve and then another frame.

• 45:56Speaker 02

  Okay.

• 45:56Alex Hormozi?

  So escape valve, if you want, which is who here has seen or heard of Who Wants to be a Millionaire? So everybody had three lifelines, right? One of them was call a friend, one was move the statistical. So for us, you've got four 911 calls or two. If it's a 911 emergency, then by all means, let us know and we'll figure it out. But that way it's on an escalation basis. Again, the goal here isn't for them to be dependent on you.

• 46:21Speaker 02

  True.

• 46:21Alex Hormozi?

  The goal is for them to learn the skills so that they can get to where they want to go. Anyone can give you a lot of things to do, but that assumes unlimited resources, which you do not have. And so realistically, all of you guys here, let's just be honest, you're going to dedicate maybe 5% of your time to this. So we want to crush that 5% so we get the 80%, 180% benefit from it.

• 46:39Speaker 02

  Yeah.

• 46:40Alex Hormozi?

  That's the value of strategy.

• 46:41Speaker 02

  Yeah.

• 46:41Speaker 01

  Yeah.

• 46:42Speaker 02

  And that makes 100% sense too, as to why people aren't renewing because they feel like they haven't used all of the resources.

• 46:47Alex Hormozi?

  Of course.

• 46:47Speaker 02

  So it's actually hurting us on both angles. Yeah.

• 46:50Alex Hormozi?

  Of course. Planet Fitness figured this out. But there was this huge amount of big health clubs, right? And they had racquetball courts, they had swimming, they had basketball, they had weights, they had cardio. But when they did their research, they found out that 80% of people just use the cardio mostly and then a little bit of weights. And so they said, cool, we'll just cater to the 80% and we'll dramatically be able to reduce our cost to open.

• 47:11Speaker 02

  Yeah.

• 47:12Alex Hormozi?

  And be able to reduce the price and transfer that to the customer. And so what happens is when health clubs were charging $59 a month, $89 a month, people were still only using those two things for the most part.

• 47:20Speaker 01

  Yeah.

• 47:21Alex Hormozi?

  And so we think, oh, I'm going to add more stuff to provide more value. But all you do is create a larger discrepancy between consumption and lack of consumption. Look at all this stuff I'm not using, which means I'm not getting my money's worth.

• 47:31Speaker 02

  Exactly.

• 47:32Alex Hormozi?

  Rather than thinking, I'm getting all this for $59, they're just thinking, I'm only using 20% of my $59.

• 47:37Speaker 02

  Yeah.

• 47:37Speaker 01

  Yeah.

• 47:38Alex Hormozi?

  And so it doesn't matter what the price point is, people still cancel because they just think that they're not using as much of the shit.

• 47:42Speaker 02

  100%.

• 47:42Alex Hormozi?

  So that's why, when I went back to the bonuses, we want to make sure that the things that we're putting there are absolutely going to be used because they're valued.

• 47:48Speaker 02

  Yes.

• 47:49Speaker 01

  Yeah.

• 47:50Alex Hormozi?

  Anyone who's watching this who has a product, you need to pay attention to this. So let's say that you have some sort of mini stack. I like the gym membership because it's the simplest example, right? You've got a spa and you've got a pool and you've got basketball court. You've got tennis, you've got weights, you've got cardio. There's all these things that we have for one low price of $29.99, whatever it is, right? The problem is, most people are only going to use one of these things throughout their entire career. And so you might think, oh, I'm giving them all this value for $29. But what they're seeing is that they're not using this. And so this is now waste instead of even added value.

• 48:33Alex Hormozi?

  And so it's much better to just give somebody 100% of what the only thing they want and charge them appropriately for it. Because now they're getting 100% of what they desire.

• 48:42Speaker 01

  I know this obviously doesn't fix the straight problem of our delivery, but what do you think about doing like small group monthly instead of quarterly? So that way it's like setting the plan for the month, they execute on it and doing it every month with four couples.

• 48:54Alex Hormozi?

  You'd have the same exact thing as the one-on-one situation.

• 48:57Speaker 01

  Yeah.

• 48:57Alex Hormozi?

  It's easier to change a cadence than it is to change a ratio.

• 48:59Speaker 01

  Okay.

• 49:00Alex Hormozi?

  So if you wanted to start with, we do monthly and it's one-on-four, it's y'all's call.

• 49:05Speaker 01

  Okay.

• 49:05Speaker 02

  You wouldn't do it though?

• 49:06Alex Hormozi?

  I just prefer to think, like it forces you and it forces them to prioritize.

• 49:11Speaker 02

  Yeah, I do like that.

• 49:12Speaker 01

  Yeah.

• 49:13Speaker 02

  And for them to make decisions, not rely upon us.

• 49:15Alex Hormozi?

  Yeah, come to us with the big decisions that are going to affect your marriage and business.

• 49:18Speaker 02

  Yeah.

• 49:18Alex Hormozi?

  And our deep dive in the beginning that we start with is we're going to be identifying what those levers are.

• 49:22Speaker 02

  Yeah.

• 49:22Alex Hormozi?

  That's what we want to talk about. What are you having for dinner on Tuesday? What cool date idea that you're going to have? We've got resources for that stuff. You don't need me to tell you, she should do clay pottery or wine and paint night or whatever the hell you want to do.

• 49:32Speaker 02

  Yeah.

• 49:32Alex Hormozi?

  You don't need me for that. You could Google it. The things that I can actually help you with are going to be the rare things that'll have the bigger, biggest impact on your life.

• 49:40Speaker 02

  Yeah.

• 49:40Speaker 01

  Yeah.

• 49:40Speaker 02

  And that's the highest leverage you've ever had.

• 49:42Alex Hormozi?

  100%.

• 49:42Speaker 01

  Yeah.

• 49:43Speaker 02

  Yeah.

• 49:43Alex Hormozi?

  For everybody.

• 49:44Speaker 02

  Yeah.

• 49:44Alex Hormozi?

  And I'd be like, because listen, if we were to do it where it was one-on-one and it was every single week, we'd have to charge $200,000 for it. It wouldn't make sense.

• 49:51Speaker 01

  Yep.

• 49:51Alex Hormozi?

  So this still gets you the 80/20 of that. And then you get all your time back.

• 49:55Speaker 02

  I'm loving this.

• 49:56Speaker 01

  Yeah, I do too.

• 49:57Speaker 02

  When Alex clarified exactly what What we need to do, I feel like that's going to lead to even more bliss in our relationship because I'm no longer going to be tied to a lot of client delivery. Even though we love our clients, it's going to free up more time for us and it creates a much simpler path to hit our goals as a couple.

• 50:13Speaker 01

  Yeah, and it allows us to feel like we can move lock and step in the same direction towards the goal and it's a lot of what we help our clients do, so it's cool.

• 50:20Speaker 02

  Yeah.

• 50:20Speaker 01

  What would you do with the people that are currently in that offer? Would you continue to serve them the same way? Would you tell them that we're making an adjustment? Like, how would you transition that?

• 50:28Alex Hormozi?

  Here's the great news. Because you currently don't renew anyone.

• 50:30Speaker 02

  Just wait.

• 50:31Alex Hormozi?

  Well, the thing is, is that like, it doesn't actually matter that much. So you can continue to see, like, always keep your commitments.

• 50:37Speaker 02

  Yes.

• 50:37Alex Hormozi?

  You made a promise, you keep it, done. But in terms of, hey, this is what we're doing going forward, then that's, it's a new agreement.

• 50:43Speaker 01

  Yep.

• 50:43Alex Hormozi?

  New terms, new agreement. Believe it or not, we've actually got completely stacked because we're good. And so because of that, we still want to help you and we think this actually makes... And here's the thing, and this is where I think people mess this up. They will try, they will apologize essentially for saying, hey, we were one-on-one, now we're doing one-four. It's hard, we're just, no. This is better.

• 51:01Speaker 01

  Yes.

• 51:01Alex Hormozi?

  This isn't as good, it's better. It's better because you're going to have other people. You'll hear somebody else's question, be like, ooh, that's a good one, I should have, I should have thought of that. Or I didn't think about it. Because the thing is, is that somebody might have already solved your problem and they're on to the next problem. And this also is why we don't need to meet as often because you're going to hear a higher variety of questions being answered. So that when you do have the next problem, a month later, you're like, oh, Sandy, I remember what he said to Sandy. I'm just going to do that.

• 51:22Speaker 02

  That makes a lot of sense.

• 51:24Alex Hormozi?

  Yeah, thank you. All right, let's recap this. B, number one, new backend slash frontend offer is going to be 25K slash 30K if they do a payment plan. We're going to do layaway as a down sell with three months, which is 9K upfront. You can also do 10 if you feel like it. And that's going to come with two times per year in person, one-on-four quarterly. You can do one deep dive one-on-one, that's fine. So it's like, we're going to do the deep dive one-on-one with you and then you're going to get into the group.

• 51:53Speaker 01

  Okay.

• 51:53Speaker 02

  Got it.

• 51:54Alex Hormozi?

  One-on-one deep dive and the group. All right, second thing is we're going to test date night angle. So we're just going to take your five day, put it vertical, eliminate the transitions and then crush it. Number three, ads. So I'm going to split this into two because I think so we're basically more organic daily, which goes into ads plus ETA at the end. Four hundred plus images from your camera roll. And then for renewal, you're going to set it up and actually make the offer. At in person. And the easiest way to do that is just asking when they're gonna come back. That's it. This is the next date. Let's do it. So, I think that this is already a 5X on your price because you're gonna probably convert about the same amount of people. Because, believe it or not, fun fact,

• 52:38Alex Hormozi?

  what matters more for the conversion is the first payment. So, $5,000. This is $9,000. Really, you're gonna be positioning as $2,500 to $3,000.

• 52:47Speaker 01

  Yeah.

• 52:47Alex Hormozi?

  So, the cash upfront is gonna be more or less the same. This is me just trying to get you to believe. All right. First, I like this angle. This is the big, kind of like, unknown. This could be like a 1 to 4X.

• 52:57Speaker 02

  Okay.

• 52:57Alex Hormozi?

  Because if this crushes, which I really feel like it would, like, you might just have a whole new way

• 53:02Speaker 01

  Yeah.

• 53:02Alex Hormozi?

  of selling in the industry. If I were to enter the industry, I would probably enter it this way.

• 53:05Speaker 02

  Yeah.

• 53:05Speaker 01

  Okay.

• 53:06Alex Hormozi?

  Organic daily, this'll just improve your ads.

• 53:08Speaker 01

  Yeah.

• 53:08Alex Hormozi?

  So, this could be an easy 1.5X, maybe 2X if we're lucky, in terms of decreasing CAC. And then the renewal is just going to extend out the LTV long-term. So, that's gonna be year 2, year 3 where this is gonna matter.

• 53:19Speaker 02

  Gotcha.

• 53:19Speaker 01

  Okay.

• 53:20Speaker 02

  And just to clarify, the renewal, since we're doing this event in a month.

• 53:23Alex Hormozi?

  Yeah.

• 53:23Speaker 02

  It would be the renewal to the new

• 53:25Alex Hormozi?

  Yeah.

• 53:25Speaker 02

  style offer.

• 53:26Alex Hormozi?

  Yeah.

• 53:26Speaker 02

  Okay, got it.

• 53:27Alex Hormozi?

  Yeah.

• 53:27Speaker 01

  Okay.

• 53:28Alex Hormozi?

  This is a combination of Couples Insurance and Couples Accelerator. Downside, if you do absolutely nothing and you come twice a year, we could still absolutely change your marriage. And it'll be the moments that you remember most. On the upside, you actually do the work with us. Again, use the examples I gave. Hey, you all have an insurance. The problems that you have aren't unique. And so, one of the big things about shame is it lives in darkness. It makes you feel like you're alone.

• 53:48Speaker 02

  Yeah, true. Yeah, I know. That's great, great, man. I love that. And you also mentioned resources, too. If people have questions, hey, we have resources for that. Would you make that available?

• 53:56Alex Hormozi?

  Have you defined shame and guilt? Because I think it's probably helpful. So, shame is when you break other people's rules that you respect or care about. Guilt is when you break your own rules. So, sometimes if your rules are the same as everyone else's, you'll feel guilt and shame. If you don't think what you're doing is wrong, but other people do, you'll just feel ashamed.

• 54:14Speaker 01

  Yeah.

• 54:14Alex Hormozi?

  And if you do something that isn't really wrong in other people's rules, but is for yourself, you'll feel guilty.

• 54:19Speaker 01

  Yeah.

• 54:20Alex Hormozi?

  And so I would explain that when someone's like, I don't want to be in these other people. I was like, let's just nail this, let's just hit this on the head, which is that you're afraid of being embarrassed.

• 54:27Speaker 02

  Sure.

• 54:28Alex Hormozi?

  So why do you feel embarrassed? Because you think you're the only person who deals with that? And it's self fulfilling. So I think we've done a lot of thought. We consulted our elders and we actually think that we want to, we want to bring it to the light. We want more people together so that you realize that this isn't something to be ashamed of if you have an issue. And it's normal. And the only thing that's not normal is that people think it's not normal.

• 54:49Speaker 01

  Yeah.

• 54:50Speaker 02

  Yeah, I love that reframe, even the definition of guilt versus shame. I think it's perfect.

• 54:54Alex Hormozi?

  How do you feel about the spine?

• 54:55Speaker 01

  I like it.

• 54:56Speaker 02

  Love it.

• 54:57Alex Hormozi?

  Do you feel like you can do it?

• 54:58Speaker 01

  I do.

• 54:59Speaker 02

  So coming into this, we had a thousand different ideas of how we can grow our business. And we were so excited to hear from Alex because he has the perspective of a bunch of different business models and a bunch of different marketing models. And now, having got to sit with him, we feel very clear on what is the next best step. Out of the thousand things that we could do, we feel very clear that we could take the steps that he gave, implement it, and actually have more time in the process.

• 55:25Speaker 01

  So even as a couple, I think what Alex equipped us with is going to allow us to be even more aligned on where we're going, even more fulfilled, and just allow us to help and serve even more couples. So we're super excited about it.

• 55:36Alex Hormozi?

  To put a little bow on everything that we're going to do with Kyle and Ariel's business is number one, we're going to have a new backend slash frontend offer because it's just going to combine it into one offer. We're going to do a little deep dive with one on four. So we're changing the delivery ratio to just give them exactly what they need and expand their supply capacity. Number two is we're going to test the date night angle. I think it's going to crush. We'll see. But I feel pretty bullish on it, especially when they gave me their reaction that date night was like people's most favorite thing. I'm like, then let's put that on the frontend. Number three is just being more consistent with organic so that we can actually create more testing for free with ads. Because they're a kind of cash constrained business. So the easiest way to test ads is just post them, see how they do for organic, and then just add the CTA later. So anybody who's broke, like, consider doing that.

• 56:19Alex Hormozi?

  Number four is running a ton of images as statics for the ads. Because they had images that were working better. That's fine. It's usually because the videos they make suck. Not because images are more compelling than videos. Videos are for sure more compelling. But static images are better because people's imaginations fill in something that's compelling rather than a video that they know wasn't good. And then finally, we're going to build more recurring revenue in the business by having all the renewals occur in person, which is the highest likelihood of closing. And so with those five changes within the business, I think they're going to unlock a tremendous amount of growth. And if you liked this video, you're going to love this next video where I break down a different business so that you can use the same tactics they did, make all the money, and then question the meaning of life.