Demonstrate, Don't Describe | Ep 827

Wanna scale your business? Click here. 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. 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.

• 0:01Alex Hormozi?

  So like if you guys take anything from me when it comes to advertising stuff, demonstration, demonstration, and the third rule is demonstration. Like you describing something with your words is so much less powerful than just showing it. And so if he says, hey, I'm gonna talk about this guy, like click in, share screen, pull the guy up, show the group. It's such a visual platform anyways. You demonstrating the actual thing. I mean, AI Jack, if you've seen that whole thing, like I think a big reason why he gets a huge amount over is because of the demonstration that he's doing by doing the share screens.

• 0:31Alex Hormozi?

  Let's, let's rip. Why don't you, why don't you tell everybody real quick? What's, um, what's the group? Give it a, give it a, give it a 60 second. Who do you help? How do you help them?

• 0:39Speaker 01

  So we basically run Alma Loca's, um, community. It's a self-improvement spirituality community around helping people make mindset shifts so they can work better towards their goals essentially. It's like a more practical approach to like manifestation.

• 0:53Alex Hormozi?

  Are you personal development?

• 0:55Speaker 01

  Yeah, we're in the self category.

• 0:56Alex Hormozi?

  Okay, cool.

• 0:58Speaker 01

  We're, we're actually ranked number one all time and we're creeping in at the current school games.

• 1:03Alex Hormozi?

  Must be nice, must be nice.

• 1:05Speaker 01

  But, uh, yeah, so, uh, is there anything you want me to expand on before we jump in or?

• 1:09Alex Hormozi?

  Well, let's start with, so what do you, what are, what are the features of the offer?

• 1:13Speaker 01

  So the features of the offer are essentially weekly coaching calls with the creator. We have the community itself. Then we have courses. Alex, we actually had four points that we thought would be interesting to touch on, but maybe we can run them by you.

• 1:28Alex Hormozi?

  Go for it.

• 1:28Speaker 01

  The four.

• 1:29Alex Hormozi?

  I'll take notes.

• 1:30Speaker 01

  Awesome. The four areas that we want to touch on are churn. We've got our churn down to 16 to 18%, but we want to get it down to even the low teens. So we wanted to see what we could do there. The second one was audience conversion rate. Our creator has around 450K on YouTube and we've done some things that have worked pretty well to convert viewers into leads and then leads into purchases, but we wanted to see what else we could do. Third was ascension. This month, actually, we ran a one-time kind of accelerator or as Calvin Hollywood calls it, the project community. It did about 22K, but that's like a one-time thing. And so we were looking for ways to get more recurring revenue on the ascension side. And then number four was how to create urgency for people to buy when there is no promotion

• 2:13Speaker 01

  or like discount or launch going on essentially.

• 2:17Alex Hormozi?

  I'm going to answer that fourth question first and then we'll dive into the way that I would normally approach this. So this goes for everybody. I don't know if you, if you, if you know this, but inside of this lovely book, the last chapter is on naming and inside of the, the naming, we talk about having rotating seasonal, basically deadlines. It actually might be in the urgency chapter. But basically I like to think about things as a fraternity party planner. So that means that every month, there's always a reason, right? And so like, you know, my buddy got his wisdom teeth taken out, therefore we should drink. So that's what fraternity party planners, they're like, oh, I guess we shouldn't party tonight. Uh, because I guess there's nothing special. Like there's always something special.

• 3:01Alex Hormozi?

  It's someone's birthday. It's the business's anniversary. It's the founder's milestone for something he did, uh, you know, a year earlier when he started his YouTube channel. It's a milestone for how many people he hit on his subscriber base. It's the first of spring. It's Easter. It's Halloween. It's go back to school. It's new year, new me. Like there's always a reason that you can come up with in order to justify giving people, um, some sort of incentive, uh, to take the next action. All right. That being said, I would like, big picture from a continuous basis. As much as I just explained that whole thing, do I think it matters? No. So like, whenever you have some of these kind of like deadlines, in my opinion, a lot of what you do is you just pull forward demand.

• 3:44Alex Hormozi?

  So people who would have probably otherwise bought in a month, just buy now. And so does it necessarily, like, there is this very famous case study, uh, in the U S with, uh, GMC, which is a big car manufacturer here. And there was a while, some of the older people who are listening to this might remember this, uh, where they ran this thing called the employee discount, which is basically they sold cars at the same price to the public as they do to their employees. And it was like the biggest success of like of all time.

• 4:15Alex Hormozi?

  Comma. And then they realized that all they did was, as soon as they stopped running it, and they looked at the next four months, their sales offset, and they just pulled forward four months of sales, basically. And so they're like, okay, well, that didn't work, and they no longer run that promotion, right? And so, again, I think in a local marketplace, sometimes it's helpful to have it as a little bit of a wrapper for like, why you're advertising something in a paid ads perspective. But since you guys are organic, for the most part, the platforms are generate are bringing in new demand on a regular basis. And so simply making the offer available to a new audience will typically be good enough. And on the on the return audience, it's just reminding them, it's reminding them that you exist, reminding them that this offer exists,

• 4:56Alex Hormozi?

  and not kind of shying away from it. I think, like, taking your CTA seriously, but not too seriously, I think is the goal. So sometimes, you've probably seen these YouTube channels of like, two-minute-long CTAs. It's like, dude, this is too much. Like, this is gonna kill the video. On the flip side, if you barely say anything about it at all, it's like, it does, they don't think you're taking it seriously, so they don't take it seriously. So I think it's being like, very purposeful, like, 15 seconds, and I'm going to really explain what this is, you should take, you know, go do it. 15 to 30 would be my max for the CTAs that are in video. All right. So that's the urgency piece. Let's start from the way I would normally do this, which is where customers coming from. It's YouTube, so let's pull that up. So he's doing a video every two or three days. Great. Okay, so he's got some volume. Do you know how he's picking his topics?

• 5:42Speaker 01

  He's been doing this for a while, and we've worked with him, but he's been doing the YouTube far longer than we have.

• 5:47Alex Hormozi?

  Yeah.

• 5:48Speaker 01

  So not too much. He kind of just sees what's working in the space, and then adds his own kind of twist to it.

• 5:55Alex Hormozi?

  His own spin. I would recommend the same. So I mean, that's, obviously, he's not on the call, so I won't spend too much time on this, because you don't have, you know, as much control over it. Can we just click into one of those videos, just so I can, so I can look at the actual video itself? Click in. I'm just gonna look for CTAs. Pause real quick. Okay, so right above the fold. So that's good. Let's see, does he have first comment? Scroll down. Okay, so opportunity there is that you should own the first comment because you'll probably change the description on a regular basis. So that's kind of tactic number one. First comment. Let's make sure that we have that. And if your first comment and you're the person, then you almost always get upvoted. So you can do that or you can pin it. Either of those would work and you will get clicks

• 6:38Alex Hormozi?

  from it. So I can promise you that. Okay, so that's number one. Get my book on Amazon. Connect with me on Instagram. I'll describe her. Okay, that's fine. Do you know where the CTAs normally are?

• 6:50Speaker 01

  Usually the first link in the description.

• 6:52Alex Hormozi?

  Oh, no, no, in video.

• 6:53Speaker 01

  Oh, and he sometimes embeds them. So if he's like making a point, he'll make a point about someone in the community and you'll kind of reflect it back to that.

• 7:03Alex Hormozi?

  So I would recommend, because I didn't see it when he just, when Kirby just went through that, but I think it would be massive for you guys, and this goes for everyone, if you're doing any kind of video content, is demonstration. So like if you guys take anything from me when it comes to advertising stuff, demonstration, demonstration, and the third rule is demonstration. Like you describing something with your words is so much less powerful than just showing it. And so if he says, hey, I'm gonna talk about this guy, like click in, share screen, pull the guy up, show the group. Like it's such, it's such a visual platform anyways. You demonstrating the actual thing, I mean, AI Jack, if you've seen that whole thing, like I think a big reason why he gets a huge amount over is because of the demonstration that he's doing by doing

• 7:45Alex Hormozi?

  the share screens. So that's, that's number three. Okay, I'm not going to talk more about it besides make sure that it's in the first third, because you're just gonna get probably double as many people who are gonna see the CTA versus putting it kind of near the end. So share screen demonstration. All right. So now everyone clicks over. So let's, let's, let's follow the click path.

• 8:02Speaker 01

  And Alex, I should say that right now, we're testing sending people straight to the about page, but usually it's not, usually it's to a lead magnet. And that's a topic that we wanted to hit on as well, because I mean, sending straight to about is usually what we do, because we do have your own emails as well to convert people.

• 8:19Alex Hormozi?

  Uh huh, uh huh. And maybe school will have something like that coming in the future. It might. I don't know. I don't know. We, you know, your guess is as good as mine.

• 8:27Speaker 01

  That would kill the game for us.

• 8:28Alex Hormozi?

  It's actually probably not as good as mine. Let's, let's watch this thing. It's, we can watch it at 2X. It'll take us, it'll take us two and a half minutes and I think it's worth it.

• 8:34Speaker 02

  You may be asking yourself this question. Why am I so far behind? Why are there so many people out there that are making millions of dollars? And I'm working this nine to five job? Is there something that I don't know that they know? And the answer to that is yes, there are things that they know that you don't know. But that's why you've been led to this community. I know the secret. I've mastered the art of focus, present moment awareness, and knowing that I'm living in a simulation. And that's exactly what I'm going to teach you within this community. And you may be asking yourself, why learn from me? Why join my community? I am a direct descendant of one of Neville Goddard's VIP students, which is my grandfather, Elmer O'Blocker Jr. And all of that stuff that Neville Goddard taught him, taught me. And I've used that.

• 9:18Speaker 02

  I went from being in prison for eight and a half years to getting out. Under three years, I manifested nearly a half a million subscribers on my YouTube channel, manifested two supercars, a super truck, a beautiful house, the physique of my dreams. I'm super healthy. I can manifest whatever I want to come in my life simply by using these techniques. And this is what I want to teach you. And I don't want you to completely rely on my success.

• 9:44Alex Hormozi?

  Speed up this speed to double.

• 9:46Speaker 02

  Proof of this, a proof of how my techniques work. I want you to go off of the members and the people that I've coached, the success rates within my community right now. My community's been open for three months now. Ninety-three point seven percent of the members within my community right now that are actively doing the work, following the courses, doing everything that they're supposed to be doing within my community, ninety-three point seven percent of them are seeing gains in their life, they're going to the next level, they're manifesting an entirely new life. And a high percentage of that ninety-three percent have life-changing transformations within three months of joining this community. And with all of that success within the community, I am so confident, so confident that you will see success within my community, that I'm willing to offer you a five-day money-back guarantee. If you sign up and you just don't like it for any reason, you get your money back. That's how confident I am that you're going to enjoy it, that you're going to like it, that you're going to transform your life through these methods, through these techniques, and through my community. But that's not all, okay? I'm going to now walk you through the systems we have in place within the community, the entire community, and then you can decide for yourself. This is really a no-brainer. First of all, if you get three live calls with me every single week, I'm doing presentations, I'm covering different books, and I'm breaking all this stuff down. And I'm doing a Q and A every single Friday to answer your questions.

• 10:29Speaker 02

  And also, within the classroom, we have designed a course that's specific, that breaks each and every element down of how to change your mindset and the exercises and the routines that you need to do to break free from the matrix, to learn how to control the simulation with your imagination. And on top of all of that, you have access to the sleep meditations, the morning meditations that have all of the brainwaves, which is Alpha, Theta, and Delta that are put together by me, designed specifically. Buy me to impress your subconscious mind. But once you get all of that mastered down, then you can move on to the next level. And that next level is a Zoom mastermind with me that you get every single month. Once you unlock your potential to a certain point with the courses and your interactions within the community, and you also have access to all of my exclusive content, like all the live recordings I've done, and you can go back and you can watch all of these live calls that I've done. And I answer so many questions and I go over so many different presentations. Everything that Neville Goddard taught my grandfather, everything that I know and how to manifest, and all the questions that I've answered, they're all there available for you. Everything is recorded. One more thing that I don't want to leave out is the community itself, which is about a thousand members, and we're all on the same team. We're all holding each other accountable. We're all giving each other reminders and posting our testimonials of everything that we're manifesting,

• 11:13Speaker 02

  which can be truly, truly helpful, where you don't have access to this anywhere else but my community. And it's absolutely just amazing to see the progress that's growing within this community and how everyone is implementing the courses and everything that I put together with live calls and assisting everyone with these processes of changing their mindset. And just the progress that they're having, seeing that, and the accountability part of it is priceless. And just to add some fun and excitement within the community, we do giveaways. Last month, we did a thousand dollar giveaway to an individual member that's picked at random. Also, a one-on-one call with me for another member, and also a customized sleep meditation designed specifically for that person. You know, we just give this stuff away within the community, just to make it more fun and exciting for the actual community, for the growth, and just the engagement within everything. It's so much fun. I love you guys, and I will see you inside.

• 11:38Alex Hormozi?

  So, a couple of things. Number one, success rate is very broad. Like, I don't know what it means. And so I think that if you were to define that a little bit clearer, it would probably do a little better. The second thing is, I would want to make sure that the guarantee is described in a better way. And so I would probably copy, word for word, the script that's right here inside of the offers book that I have for a satisfaction guarantee, which is like, and to be clear, I'm not asking you to say, you know, yes or no today. I'm just asking you to make a fully informed decision. That's it. And the only way you can do that is by doing it on the inside, not the outside. So get on the inside, and if you see if everything's what we say right now, it's true and it's valuable to you,

• 12:20Alex Hormozi?

  then if it is, then that's when you decide to keep it. If not, no hard feelings. You will then, after, you know, clicking the link and following through, be able to make a fully informed decision if this isn't for you. But you can make this decision right now for the same reason that you don't buy a house without first looking inside of it. And just know this, whether it's five minutes from now or five days from now, if you're not happy, we're not happy, right? And so for any reason whatsoever, if you want your money back, you can get it back, because I only keep your money if you're happy, right? And he can put his manifestation stuff on top of that. All you have to do is just go to XYZ or just message me and just say, hey, give me my money back, or I'm good, I want to leave, and you got it. And in short order, you know, we'll send it right back to you. Uh, and we can only make that kind of guarantee because we're confident that what we have is the real deal. And I'm fairly confident when you sign up, you're going to get exactly what you need to insert benefit.

• 13:04Alex Hormozi?

  But the thing is, is we want to position like what makes a guarantee stronger is positioning it like a trial. Um, so I would include that. Uh, there's two more things that I think are are missing or could potentially enhance this. It it in my opinion, it's a little too blind bullet. And so if you if you're listening, you're like, what does that even mean? It's like there I I fail to get the meat. Like, I want to have, I want to have a belief broken. And as of right now, that doesn't it. So and the belief breaking is say what they believe, say why it's wrong, say what's right, provide proof. Right. And that's the four step framework for just kind of breaking two or three beliefs that he can do. Um, he mentions pain at the beginning, but not like the belief that potentially led to that pain. I I, you know, you know, my beliefs on manifestation, so I'll just, I'll, I'll keep this purely to the marketing.

• 13:49Alex Hormozi?

  Uh, but I would want to have a little bit more meat there, uh, so that I have something to like kind of hold on to. And then the last thing is, uh, there's a lot of featuring features. But I would love to hear like what the benefit of that feature is for each of those things. So it's like I do three calls a week. It's like so that you won't get stuck. And if you have questions about your specific circumstance, we can actually just tailor it to you in real time. It's like, okay, that now I understand why three calls a week, otherwise like, who cares? Right. And so I would describe that in more detail like. And the courses that we have, they're purposely designed to be self-study so that you can do it at your own pace. If you're somebody who's like, I want to go all in, I want to zoom really fast, you can do that. But if you're somebody who's like, you're working nine to five and you just have an hour a day or 30 minutes a day or 30 minutes a week even. You can do it and you won't feel like you're getting behind. Right. And so that way, we do it that way, people seem to like it, right?

• 14:33Alex Hormozi?

  And so it's just like, we just want to translate those things to make it more compelling so that they know why, why this even matters. Right. Okay. So that's, that's the VSL. Let's pull the, let's pull the, um, the page up and we'll talk about the lead magnet thing too in a second. So there's two videos. Okay. I don't want to watch the second one, but let me just see what it is. Okay, let's do the next click over. I'm guessing is that other video just proof?

• 14:58Speaker 01

  Yeah.

• 14:58Alex Hormozi?

  Okay, got it. Okay, got it. Claim these bonuses if you join before February 31st. Is it a leap year this year? There's definitely no February 31st ever.

• 15:08Speaker 01

  Okay, that's a typo.

• 15:10Alex Hormozi?

  Yeah, okay. 101 coaching with a head coach, ongoing 101 DM support. Welcome to the world. This is a simulation. Honest, you should be conscious to find to become the person you truly want using techniques. Okay, same mindset shift. Okay, here's what you get. I don't know anything about this guy Neville Goddard. So maybe people who are coming know who this guy is, but I have no idea.

• 15:31Speaker 01

  But I will say that we've tested this quite a lot. What has made much more impact than the page has been the marketing itself. And everyone we send to this page is like knows heavy about Neville Goddard. So like our traffic that comes from school. As we ranked on the discovery, doesn't convert very well at all. But the traffic that we send converts at a high clip.

• 15:51Alex Hormozi?

  Yeah, understood.

• 15:54Alex Hormozi?

  So I'll say this. So I make all marketing, and this is just a rule for everybody. I make marketing as though no one knows anything. Because if it can convert cold, it'll convert warm. But if it can only convert warm, it won't convert cold. Subset, superset. Does that make sense? And so I always structure it that way. And I think this is actually a big mistake that a lot of especially organic creators make. Is they treat every video like they're talking to their audience. But the whole point of the video is to reach new audience. So we have to not make it feel like it's an inside joke. We want people who on the outside, so they can as quickly as possible, understand what's going on. So they can make a purchase decision. Just big picture. All right, so I'm not going to spend too much more time to like, I could, I could work on the about page.

• 16:37Alex Hormozi?

  But I'm guessing, why don't you show me the other funnel that you guys are sending your traffic to? Because the links though are sending to school though.

• 16:42Speaker 01

  Right there, yeah. Right now, we're testing it, yeah.

• 16:45Alex Hormozi?

  Okay, got it. Well, then why don't you show me the other funnel? And what metrics do you have right now behind the scenes for the conversion?

• 16:50Speaker 01

  So that's the dashboard.

• 16:52Alex Hormozi?

  Okay, 2.3 vision conversion, sure. Okay, nothing really pops out. Obviously, the, I think our average rate is 4%, so it's a little bit lower. But I think it's because what we're just talking about, we're just, you're not, you're not getting the benefit of all the school traffic. Because it's not meant to, and like, that's one of the biggest benefits of being on schools that we send you traffic to. So I would, I would consider like, I would show it to people who don't know anything about Neville Goddard. How can I explain who this guy is in three sentences? For everybody else. Cause, oh, basically like, the edification that occurs there is very like, this guy's a big deal. This guy's my grandfather. And then you're gonna learn lessons that he learned from somebody. It's like, it's, it's very like two, three steps removed. And so, we need to make sure it's rock solid. Make sure that we prioritize cold. Okay.

• 17:37Alex Hormozi?

  So, right now, uh, is all the conversion being done on the page or is there calls or what?

• 17:43Speaker 01

  Uh, no, right now it's on the page. And then the funnel that I think Jacob can pull up and show you is a lead magnet. To then like either a webinar, which we ran two weeks ago, and that was super successful.

• 17:55Alex Hormozi?

  Yeah.

• 17:56Speaker 01

  Um, and then email nurturing from there. Uh, or we, before we were giving a, a kind of a PDF lead magnet.

• 18:03Alex Hormozi?

  Do you push for annual on the webinar?

• 18:05Speaker 01

  Uh, no.

• 18:06Alex Hormozi?

  Yeah, I would push for annual if you guys are gonna do webinars. I do think that doing the webinar is a good idea. And so I would repeat that. So if you ran a web, like if you guys do a webinar once a month or every other week, I think that would be a good idea.

• 18:18Speaker 01

  Okay. And can I ask on that? Because

• 18:19Alex Hormozi?

  Yeah.

• 18:20Speaker 01

  That's a big question that we had. So we did run the webinar. It went really well. Um, we got a ton of new leads. We got a ton of, uh, sales. But the question is, is how do we repeat that? Like, are people gonna show up? Cause then they might think, oh, you know, it's a sales, it's a sales pitch at the end. Like on organic, how do you structure a webinar?

• 18:39Alex Hormozi?

  So basically, so you can't do the same webinar. So what you would do is it'd probably be like 80, 20 in terms of the structure. So the first 80 is gonna be more or less, that's gonna be the content. And then you're just going to have your CTA at the end. I talk about this with people who have free communities. Run your weekly, you know, webinar where you teach something that's, you know, valuable, whatever. And then you make your soft toss to the, the paid side. If you're, if you're running like a true perfect webinar or something like that, I think that would get, you can't really repeat that unless you're going to new traffic. Now, I will say this, his YouTube channel is bringing in new traffic all the time. And so you could conceivably just run only to people who are opted in the last 14 days and have a much smaller webinar. And in that case, you could

• 19:24Alex Hormozi?

  repeat the same webinar over and over again. If I were a smart cookie, what I would do is I would probably do a webinar for all new only every seven days. And then twice a month, I would do one to the whole list. And that the new one to the whole list would be more like content driven, soft CTA. The other one is just the the ramrod. It's the thing that you know converts.

• 19:46Speaker 01

  And how do you frame that on the YouTube itself? Because surely everyone is seeing that sort of pitch to the webinar?

• 19:53Alex Hormozi?

  Hey, if you're brand new here, I've got an onboarding webinar that I can take you through that'll give you all the fundamentals and get you up to speed. So if you don't know who Neville Goddard is, you don't know who this is, you don't know what this is, you don't know what this is, I can get you up to speed in the fastest way possible. And I'll be live with you. And if you have been around and you've been like, ah, you've been on the fence, you've been like, you know, you've been lurking, then get over there, you know, get over to the community and you know, we'd love to see you. And here's a free gift, which is a lead magnet. So wait.

• 20:18Speaker 01

  So that's the funnel we're running.

• 20:19Alex Hormozi?

  Okay. So what was the convert? Like, how many people showed up? What was the conversion?

• 20:25Speaker 03

  So there was 2000 people signing up, and that was a 70% conversion rate from people who landed on the page, 1000 unique viewers on the webinar, and then 500 made it to the pitch, and we converted 100 out of them.

• 20:41Alex Hormozi?

  So 100 out of 1000 who started?

• 20:44Speaker 03

  Yeah.

• 20:45Alex Hormozi?

  You got 10%?

• 20:46Speaker 01

  Okay. Live on the webinar. And then I will say, we sold 40 after in the follow up sequence. So 140.

• 20:51Alex Hormozi?

  That sounds, that, that sounds, that sounds a little lower than you'd want, given the price point. So I would have expected the fact that it's warm audience and $60 as a price point. I think I would have been targeting something closer to 20% for something like that, maybe 25 for follow up. I do think that you guys should just basically go for, go for the annual and your churn is 18. So call it, you know, five times monthly. So it's 59, right? Yeah. So 60 bucks times five, so $300. I think the make the annual. Three hundred or more, so three hundred or four hundred, three ninety-nine, whatever.

• 21:32Alex Hormozi?

  Um, and then add in some spicy bonuses that only annuals get, which you'll be able to explain on the webinar. He'll certainly like it more if he gets paid, you know, a bunch upfront, because if you had, if you had a hundred and they all paid four hundred, make forty grand, I feel like he'd be like, that was fun, we should do that again, right?

• 21:49Speaker 01

  Yeah, yeah.

• 21:50Alex Hormozi?

  Right, so I think that, and obviously churn on annuals is gonna be significantly lower.

• 21:54Speaker 01

  Yeah, usually we would have wanted to push to annual, but there's a few reasons why we're, we're not actually pushing annual at the moment.

• 22:01Alex Hormozi?

  Right.

• 22:01Speaker 01

  He kinda didn't want to at the time when annual came out, uh, to do annual. I, I don't know if it was a commitment thing, or if he was worried about the long-term prospects. It was earlier and when we started working together.

• 22:13Alex Hormozi?

  Yeah.

• 22:13Speaker 01

  And then the idea kinda stepped through the cracks, but we're working on it now.

• 22:17Alex Hormozi?

  I think you should for sure do it. I mean, assuming he's committed to doing this, like, I think it would make a ton of sense. Yeah, just add, add in, add in one or two key bonus, bonuses that only people who are, uh, a year-long people get. And I would just say like, and this is the benefit of committing, right? Like, the biggest issue that you've had, like, if I were trying to sell this, I would say some to the degree of you've probably been wishy-washy for a lot of stuff in your life, you haven't been able to commit, you've been on the fence. Right, like, I think maybe the reason that you're on this call today is because you haven't been able to pull the trigger. And so maybe the first step towards living the life that you wanna live is taking action. Right, is actually making commitment and saying, I'm actually gonna change my year, and I don't need to wait till January to change my life and just waste the rest of this year, is that what you're gonna do? You're gonna waste the next ten months, because it's not January first?

• 23:01Alex Hormozi?

  Right, next nine months, next eight months? Of course not. You can start now, or you can change your life in a second, right? And I would demonstrate it by saying, like, listen, who here believes that you can change your life in an instant? Some of you guys don't believe me, I'll prove it to you. Right now, go drink a bottle of Johnny Walker, right, get in your car and drive. You absolutely can change your life in an instant. And so the thing is, is you believe the negative, but you don't believe the positive. This is if I wanted to pretend to be woo-woo, right? Uh, which I'm not, but if I wanted to pretend to be, this is how I'd sell it, right? Um, the positive is just as believable, it's just that you plant the seeds now and then the tree grows later. You can cut a tree down much faster than you can grow it, and the best day to plant Tree was 20 years ago, second best days right now. So that's probably how I'd position getting people to commit and getting people to take action.

• 23:42Alex Hormozi?

  Okay, so annual plus bonus, you're doing that, that'll have cash flow. I'm guessing you guys aren't thinking of doing ads yet, correct?

• 23:48Speaker 01

  No, we want to kind of

• 23:50Alex Hormozi?

  Master this. No, that's good. Master this. I think it's a good idea. Okay, so let's scroll back to conversion. So from a conversion perspective, the webinar is the primary conversion vehicle you have, and then you obviously have the page there. The two and change percent, I think the changes to the VSL would be the things, I think the way you position the guarantee, the way I outlined. Those things would be helpful, putting more meat in it, making it position like a trial, explaining more about the success rate, adding benefits to each of the features so that people understand what this is even about, because it's very vague. Like, a lot of the words are right, but it has the framework of a VSL, but it doesn't have the Think about like a Christmas tree where you hang ornaments. It has the structure, it just doesn't have the ornaments on it.

• 24:35Alex Hormozi?

  Alright, so we talked about the urgency thing, we talked about traffic. So you want to talk about conversion? I'm sorry, ascension?

• 24:44Speaker 01

  Yeah, ascension and churn would be great, the other two topics.

• 24:47Alex Hormozi?

  Alright, so what ascension, were we talking about ascension wise?

• 24:51Speaker 01

  So I'll show you what we've done so far, up to this point. So we have this community, which is the main community.

• 24:58Alex Hormozi?

  Yeah.

• 24:59Speaker 01

  And then essentially, and this is the 60 bucks, and what we did was to do a one-time, like a 30-day sort of challenge, like an accelerator, if you will, where people get more attention, kind of more intimate community with more intimate lives, more support, etc. And this was a 300 one-time payment, so we kind of used the one-time payment feature. And this did 23K, I think, which was, it was nice. But we don't know whether to go for a full, like, rolling community and do it at a higher price point.

• 25:33Alex Hormozi?

  I've already got this. I've already got it. Make this the benefit that people get for doing annual subscription. So when you sign up for the annual, the first thing we're going to do is run you through a 30 day self-challenge. And this is an entirely custom program. Let me show you the proof. People bought this for $300. They bought it. It's done. Look at all this proof. I'm going to give it to you for free. Just when you become a member because I want you to succeed long-term. Savage, right?

• 25:55Speaker 01

  Yeah, that's super. So that's a cool bonus, but what I'm thinking is for just essentially in general, because like we have like 1.1, close to 1.2K members and like, I feel like there's more LTV we could get out of these people. I don't really know what that looks like. Like we've tried one-to-one, but that's too much like time versus money for him and he can't like charge enough to make it worth his, his, his actual hourly rate. We kind of want to find the most efficient way of doing this because doing these launches every couple of months for a new 30-day accelerator is cool. But it's just a lot of-

• 26:26Alex Hormozi?

  Dude, you want to have the, you want to have that rotating promotional thing, the new 30-day accelerator? That's the new wrapper you put for every annual promotion.

• 26:33Speaker 01

  And just go-

• 26:34Alex Hormozi?

  You get that for free. Yeah. So listen, guys, you got two options. You can just pay for the 30 days for $300 or you can pay $300 for the year and get it for free and get everything else. It's up to you.

• 26:46Speaker 01

  Yeah.

• 26:46Alex Hormozi?

  Of course, everyone's going to take the annual.

• 26:48Speaker 01

  Yeah. So they get a free invite basically to this community then.

• 26:51Alex Hormozi?

  Yeah.

• 26:52Speaker 01

  And then in terms of converting more monthly, we should just try to up them to annual then.

• 26:57Alex Hormozi?

  Yeah, I mean, you should try to up everybody to annual. I mean, annual has lower churn, period. You'll get more committed people, et cetera, et cetera. You'll get cash flow in advance, which is helpful. But beyond that, the conversion, so there's, there's, okay, I want to make sure that I'm, I'm, I'm, I'm tracking. So the ascension you're talking about is just from these 30-day things that are one-time into the membership, correct?

• 27:17Speaker 01

  Uh, no, other way. So the, we have people in the membership and then we launched this 30-day challenge essentially. And we basically promoted it to the current customers paying monthly, this new thing, and then 80 of them bought.

• 27:32Alex Hormozi?

  Yeah, I think the play that I just outlined is the is the one that'll convert on a regular basis. And then all you have to do now, this is the point that I was talking about with the the naming thing. Right. Is that just wrap wrap it into a season. The structure of the challenge is going to be the same, just wrap it into a different season. And I'll you seem skeptical, so I'm going to break the belief for everybody else who's on here. So in a gym, I marketed the same fish, I have the same pond, very tiny pond. What is my actual delivery going to be? You're going to stop eating shit and you're going to move. This is like, this will not change. Right. Like, I have classes and I have meal plans. That's what I have. And so how do I make this sound new and interesting? And so for 30 days, basically, what we're going to talk about for the challenge or for the 28 day transformation, it's the same thing for weight loss, the same exact shit.

• 28:17Alex Hormozi?

  All right, what we're doing is we're just putting a word in front of it. So it could be fall, it could be spring, it could be season, it could be the reason why, whatever it is. You know, if, you know, if COVID had been going on, it'd be like, get it, get out of that, you know, get out of the house, get into your head or whatever. Like, you just, you just put a little ism in front of it. And then all you have to do is basically swap the first video or first onboarding thing. That makes it contextual to whatever the, you know, the promo was. And then everything else after that's still going to be like, you're going to have a meal plan and you're going to work out.

• 28:44Speaker 01

  Yeah, I guess I'm not skeptical. I guess I'm I'm trying to track.

• 28:47Alex Hormozi?

  I do that for everybody else, too, just so you know, I was just doing it for everybody else, too.

• 28:51Speaker 01

  I got you. I'm just trying to track the direct, like, because obviously we got people coming. I'm just trying to think about it logistically, like, how are we going to make this work?

• 28:58Alex Hormozi?

  Let's walk through it.

• 28:59Speaker 01

  So people watch YouTube, they do the lead magnet or they go straight to the about, they buy the monthly or they buy the annual and get this as a bonus. The thing I'm trying to think of is, okay, let's say we have the monthly members and we tell them, look, we're launching this accelerator for the month of May. You can either pay 300 bucks to get in or you can upgrade to annual. So I'm tracking with that. I guess where I'm I'm not tracking is, let's say you had a member who, let's say, bought the accelerator in February, but also wants to do it in May. Are you not going to lose out on the revenue for the people who wanted to do both?

• 29:30Alex Hormozi?

  If they want to do it in May, one of the benefits is if I run a future challenge, you also get to participate in that for free.

• 29:35Speaker 01

  And so we could just charge more for annuals.

• 29:36Alex Hormozi?

  We're using the challenges as perpetual conversion. You're like, how do I ascend? This is your conversion mechanism and you run an A B offer, three hundred one time, three hundred annual and you get everything else unlimited. It's a decoy offer.

• 29:48Speaker 01

  So the ascension is annual, basically, just trying to ascend everyone. Okay, I'm with you. All right.

• 29:52Alex Hormozi?

  Sweet. Okay, so that's the ascension piece. You feel okay there? Okay, so that ascension thing also tackles churn to a large degree. Cause if you got half of your group to, you know, to ascend, then your churn will cut in half, virtually. I think, are you guys doing onboarding of any kind right now?

• 30:07Speaker 01

  Yes. So actually the biggest mover to our churn was doing um one to one onboarding calls.

• 30:14Alex Hormozi?

  Okay.

• 30:14Speaker 01

  So we've hired someone to do fifteen minute on one to one onboarding.

• 30:17Alex Hormozi?

  Great. Well, I think what would make sense there too is like with the, with the fifteen minute onboarding, you can give them a script to sell the three or four hundred dollar annual. Then they'll have a reason to do it and they'll get a commission. So that way you have multiple conversion mechanism. So you have one on the onboarding call. You also have that, you know, one that you're sporadically doing to the whole community. And you could say if you buy right now, you can get it for three hundred. If you buy it any other time, it's four hundred. So that's our little incentive to get you going.

• 30:43Speaker 01

  I actually got the, the, the idea to do the one to one onboarding piece from you. It was probably one of these calls.

• 30:48Alex Hormozi?

  Yeah.

• 30:49Speaker 01

  That I heard you talk about.

• 30:49Alex Hormozi?

  Yeah, it works.

• 30:50Speaker 01

  I'm just trying to think. So, cause basically our churn used to be like when we first came in and took over the community. Like we didn't launch it, but we kind of took it over and churn was at like near thirty percent.

• 31:00Alex Hormozi?

  Yeah.

• 31:00Speaker 01

  Um, we did a few things, like a few, we pulled a few levers to get it down. We started actually moderating the community a lot more. So it's much more high quality, much more like, you know, super good uh stuff in the actual community itself. We, we kind of framed the marketing a bit differently to bring in better quality people. So a little bit less woo woo in your words and a bit more pragmatic. So a bit more sort of action taking. That's always helped. And then the one to one onboarding calls. Those have been the biggest levers. I'm just trying to think of anything else other than annual, because obviously we will do that. Any other levers that we can pull within the business to, to help the churn in general.

• 31:35Alex Hormozi?

  I would try to get very clear on the problem that people are trying to solve. So that one of the things like the reason I had like it said success rate 93%. To me, I'm like, I don't know what that means. Like success or what? And so I think one of the, one of the really nice things that I, um, that I like that Jack does. Uh, I don't know if you guys watched that, but like he had people say like, what's the one automation you want help with? Right? And I think asking people like, what's the one obstacle that you're dealing with? What's the belief that you want to have broken? Right? And I think that if you could use that, then it, we can take this very amorphous deliverable and make it more tangible. And if you want to get, if you want to, if you want to cross over to the side of Hormozi in the, in the world of pragmatism,

• 32:18Alex Hormozi?

  you could even say, what are you doing that you want to stop doing? Or what do you want to start doing that you're not doing? That's it. Just very simple. What behavior do you want to change? It's either going to stop or it's going to start. You stop a bad thing, you start a good thing. And I think when people got really concrete, then what would happen is that you would frame the value of the community based on the value of changing that behavior permanently. That is a significantly more valuable thing than like the secrets of the past. Like if you tell someone, I can help you quit smoking, the value that can use me relative to quitting smoking to that person, which might be significantly more valuable. The more levels of translation someone has to do between the messaging and their problem, the lower your conversion is going to be because you're basically asking them to chew the food and digest it for them.

• 33:01Alex Hormozi?

  When really you need to chew it, they're little baby birds and you gotta, you gotta feed it right into their mouth pre chewed. You need to do the thinking for them. So I think it's actually like, you will be able to probably change less about your actual deliverable and change two core things. One is that you're very clear about the problem that they're trying to solve. And number two, the path that they need to follow to solve it. So on that onboarding call, I would say, you're trying to quit smoking. That's amazing. So obviously we can't promise anything because we can't do it. You can, but what I can do is I can walk you through a path that'll help you kind of like, look, there's, there's a ton of stuff in here and I don't want you to feel overwhelmed. No more recent people cancel. Right? Is just do this, just do this and then post when you're done.

• 33:39Speaker 03

  So I would have mentioned something about this. Um, so the problem with our offer. Is that it's very general and we've struggled to find that one thing because everyone's one thing is so super different to them. Some people use the teachings that we teach for cars, some of them use it for health, some of them for relationships. And we haven't been able to make a concrete offer based on one thing. And that's what we're really struggling with.

• 34:07Alex Hormozi?

  Yeah, you need a meta frame. That's what I'm saying. There's no meat. Like it's, it's a lot of ancient secrets, but like there's no, there's no meat, there's no framework that this is based on. And so the way that I would think through this, this is why I'm a big behavior change guy, right? Uh, which is that fundamentally there are things that you were doing that you don't like that you do. There are things that you want to start doing that you're not doing. And whether your goal is that you're trying to lose weight, whether you're trying to get the girl, whether you're trying to start a business. Fundamentally, it's always going to boil down to what you're doing, right? Now, if I wanted to go woo woo, which I wouldn't, but if I did, then I would be like, all that starts between your ears. Like you literally cannot move your body without it starting in your brain. And so that's where we start. All right. Now, that being said, this can be really amorphous, and so I want to make this very concrete.

• 34:50Alex Hormozi?

  When you, when you, when you apply or when you submit your, your information, I want you to put down the thing that you want to start or stop. So there's going to be two sides and I'd like you to do both. And the reason for that is that you cannot start doing something without making room for it. And that's one of the number one reasons that people fail is that they try to add something to an already full plate. It doesn't work. So we have to take something out in order to put in the types of behaviors that you want. And so we have to have both. It's almost like this is compelling. That's because I don't do manifestation shit.

• 35:19Alex Hormozi?

  I'm saying this with love.

• 35:20Speaker 01

  I am. Don't worry. I, we, we know, but that's actually.

• 35:26Speaker 01

  That's actually the piece. That's actually the piece. Um, Jacob, that like, that's actually it. Like the. The accelerator with doing it around sort of self-concept like. Behaviors that they don't want to do, what they do want to do shifts the identity like that's actually it and we can just apply it like that can be the focus, that can be the meat and then it can apply to whatever it is.

• 35:46Alex Hormozi?

  I'll give you the meat of how to do personal development. That will give you the secrets of Hermosy.

• 35:51Speaker 01

  Of all people, of all people, I didn't think it'd be you, Alex.

• 35:54Alex Hormozi?

  But fundamentally, we want to, we want to hit on that as the core thing. And then what you want to do is explain how it applies to different scenarios. And then, and then again, we chunk up to once, and the reason this is so, so valuable is that once you know how to change your behavior, what are you gonna like, this is why I like future pacing a little bit. So be like, what do you want to, once you, once you lose the weight, what are you gonna do? You don't, you're gonna want to get the job, right? Once you get the job, you lose the weight, what do you want to do? You're going to want to get the girl, right? Like, there's always going to be other behaviors, there's always going to be new mountains that you have to climb, but you have to learn how to climb to begin with first. And so there's a, there's a Haitian proverb, this is before they were eating cats and dogs, that behind mountains are more mountains. And so it's just a great, it's just a great visual for the idea of like, you had, you can only see the mountain in front of you, but once you get to the top of that mountain, you will be able to see more mountains because you have the perspective

• 36:39Alex Hormozi?

  to see them. Right? And so we have to master climbing. And so I would probably, if I was making this V S L, I would probably do it as some sort of analogy, like climbing a mountain, like something that, that could translate, that's much more tangible, that people can kind of hold on to. And so the idea is, once I teach you how to climb, then you can climb whatever mountains you want. But we'll start with the mountain that you need to start climbing first, because we got to solve that. So let's solve that. Let's get you out of pain. Let's get you, you know, stop being confused, stop being overwhelmed, and just boil this down to the things that you need to change in your life, the things you got to start, the things you got to stop. Period. And that's what we're going to focus on. And when you start, if you join annual, the first 30 days that we're going to do is just me to kick this one thing. Obviously, you can do it on your own, and I'll make a whole plan for you. Or my recommendation, this is what the people who have the most success do, is just start with the Kickstarter. You've struggled to commit in the past, make this be

• 37:23Alex Hormozi?

  the, you draw on the line in the sand, saying today's the day I'm going to change. You've had many opportunities in the past, you haven't done it.

• 37:28Speaker 01

  Yeah, I honestly, I think that's it. Like, I think that's the, that's the piece.

• 37:32Alex Hormozi?

  It's too big. I'll be real with you. I, I, I don't know how, how, you know, Mr. Almer, I don't, I don't mean this as, as an insult, like, the reason, the reason I don't like the woo woo world is because it's so fluffy and I just want reality. And so I think that if he focuses on clarifying his language, so that people can understand it, because I think there's a little bit of mysticism that, not a little bit, a lot of mysticism that gets appealed to, and mysticism is misunderstood. People don't get it. And so I think that actually you'll lose conversion because people don't know what we're talking about. Now, I'll bet you, if he has the following that he does, he does have elements in there that people are able to hold on to. It's just not being translated in the marketing material that I saw.

• 38:13Alex Hormozi?

  Does that make sense? So this isn't me dissing him. I'm just saying like, it's, it's me watching that. It had the structure of a VSL. It just didn't have the meat. Cause all, all that I heard was basically like the fundamental argument, like we boil everything down. And guys, I'd recommend you doing this. Everybody's listening. You have to boil down the core argument. Like, what is the argument that I'm making? The core argument that I heard is my grandfather knew some secrets. He passed those secrets on to me. I have two expensive cars. And therefore I know these secrets. I also went to prison and am no longer in prison. That to me, and, and, and the only reason because of that is these secrets. That's, that was the argument. To me, okay. It should be like, I would want more to the argument.

• 38:56Speaker 01

  I think, I think we've got what we need.

• 38:58Alex Hormozi?

  Okay. No, I'll do, I'll do a little recap because I think other people are probably taking notes. So I'll, I'll recap my, my, my stuff. So. On YouTube, first comment slash pinned. Make sure that the CTA is integrated first third. Do that via demonstration. I would do that with share screens when you're pulling up the specific stories. Talk about the tactics this person employed and the support they were able to get. Success rate in the VSL needs to be defined. What does success actually mean? So that someone actually can internalize it. Translate all the features into benefits of what that actually means. Add the meat of some sort of framework that is getting applied rather than just generic secrets. The trot, the guarantee should be positioned as a trial, and I think it would convert a lot better.

• 39:38Alex Hormozi?

  The copy on the about page should be converted, basically translated into something that works for cold. Because if it works for cold, it'll work for warm. The webinar cadence, I think implementing that, so you do one live webinar only for new people every week. That'll maximize conversion. The primary offer being annual and the benefit, the bonus of being annual is the 30 day. Kickstart that you guys run at the beginning, which you have proof that you have charged $300. And from a rotational perspective of doing the other two times a month where you hit the whole list up. On those ones, you just basically hit on the season of basically whatever the seasonal flavor is, and that'll keep it relatively fresh. But you're still eighty twenty eighty percent value, twenty percent ask on the internal internal launches. The external ones, you can do kind of a more structured pitch.

• 40:22Alex Hormozi?

  For the onboarding calls that you guys are doing, I would give a little commission and I would make that three hundred and I make annual four hundred. So any other time besides today, you said you wanted urgency on the onboarding call. I'll give you fifty bucks off or I'll give you a hundred dollars off if you choose to do it now. And with that, I'll be able to toss you in. You know what? The next cohort starts in seven days. Let's get you going.

• 40:39Speaker 01

  Uh, just to clarify, uh, you said on the onboarding, you said make it four hun- uh, make it four hundred, but then drop it down to three hundred. You mean like make the typical annual price four hundred and then if they join the onboarding, do it.

• 40:51Alex Hormozi?

  Well, right now, your churn, your, your LTV right now is a little above three hundred. So we don't want to trade. We don't want to trade. We don't want to lose money on the annual. So the right price should be, I can do the math, whatever. What is it?

• 41:04Speaker 01

  It's like four hundred would need to, would be above. Yeah.

• 41:07Alex Hormozi?

  So fifty nine divided, it was fifty nine ninety nine, right? Divided by, uh, point one eight. So three thirty three is your actual LTV. So anything below that, you lose money. So I would say let's go three ninety nine as the offer. And then when they're on the call, you're going to send people at three fifty or three forty nine, something like that. All right.

• 41:28Speaker 01

  Alex, thank you so much for having us on, man. That was super, super helpful.

• 41:31Alex Hormozi?

  You bet. Happy to help. And hopefully, if you were in the chat, um, if that was helpful for y'all. Throw some, uh, fire emojis so that I can feed the, the, the hole that is my soul that, that seeks outside approval so that I can feel better about myself. Dude, I manifested these fire chats.

• 41:48Speaker 01

  You did. Kavi, thank you so much, man.

• 41:51Alex Hormozi?

  Oh, you bet. I'm so, I'm just, everybody who's in the woo world, I, um. I met, I met with a founder this weekend who wanted to do us to invest in the business. And I spent three hours with him and he started the conversation by saying like, it's really all about mindset. And he just, he didn't know what he was getting into. And three hours later, he walked out like he was drunk. He was like, I don't know what just happened. He's like, I think he just enjoyed everything beautiful in the world. And I was like, or you're just incredibly free now.

• 42:19Alex Hormozi?

  If anyone can define mindset, I'm thrilled to hear what you think it is because people use the word left and right and no one knows what it means.

• 42:28Speaker 01

  I'm curious, Alex, just one quick question. Do you feel like there's no like benefits to psychological sort of mindset meditation?

• 42:37Alex Hormozi?

  I don't even know what mindset is.

• 42:39Speaker 01

  As in like shifting limiting beliefs? You don't think there's anything practical that people can use who aren't as pragmatic as maybe some other people in terms of like just forcing action?

• 42:49Alex Hormozi?

  I'll walk you through the logical proof that I walked this founder through. Change in mindset, no change in behavior equals nothing, right? Change in mindset, change in behavior equals something. No change in mindset, change in behavior equals something. Which variable doesn't matter?

• 43:07Speaker 01

  The mindset, but can I offer an objection?

• 43:10Alex Hormozi?

  Sure.

• 43:11Speaker 01

  Just one objection. Do you think though that obviously the change in behavior is the pillar, but some people struggle to make the change in behavior without the change in mindset?

• 43:22Alex Hormozi?

  If you can define change in mindset, I'm all ears. But as soon as you try to define it, what you're going to do is you're going to describe a behavior, in which case change in behavior.

• 43:31Speaker 01

  True, because some behaviors are mental. I guess you could say that.

• 43:33Alex Hormozi?

  No, not even. No, not even. Let me say differently. How would I know a change in mindset had occurred?

• 43:39Speaker 01

  Well, I guess you don't because it's not tangible.

• 43:41Alex Hormozi?

  Which is why I don't appeal to mysticism or magic.

• 43:43Speaker 01

  Yeah, that's fair enough.

• 43:44Alex Hormozi?

  In the observable universe, what will have changed? Now, if you're like, I believe in psychic powers and that's amazing and I wish you the best, but when people are like, I manifested my husband, you might have decided that you wanted to have a spouse and then as a result of that, you then started working out and you started like going out more. And I would argue that you working out and going out more is we got the husband, not you standing in your shower doing this. Because if we take the equal opposite, just do the thinking, don't do the doing and see what happens. You guys, I know, I know, I know everybody who's, who's in here was not, was, you know, they didn't come for a, for a, for a Hermosy personal development talk, but I say this as somebody who like, this is like, I want to, I want to put this in context. When I was

• 44:28Alex Hormozi?

  younger, I believed so heavily in this stuff that I believed I could move things with my mind. If I just, if I just ascended to a high enough fucking frequency, I thought I could do it. And so it's not that, it's not that I, I like have always cast aside. It was that when I saw that nothing in my life changed, despite me thinking really fucking hard about stuff, that I was like, I must be missing something here. And so I read self-help after self-help after self-help book. And then this is when I had my job before I quit. And I was like, my life, I remember this, the 10th book that I read, I was like, my life is the same. And so then I changed my perspective. Now you might say that's what happened. It was the change in perspective. Well, I had already changed my perspective a bunch and nothing fucking happened

• 45:12Alex Hormozi?

  before that. What really happened was I said, okay, from here on out, I will not read another book until I do the things that are in the book from an action perspective. And then when I started doing the things and not reading new books is when my life changed, which is when I became an absolute advocate for doing shit, rather than thinking about doing shit. And I see Jamie in there like, what's really tough about this, where you see things like law of attraction, is that unfortunately, many people who are in positions of power say words that other people nod their heads to and sound good, but mean nothing. So like law of attraction has

• 45:53Alex Hormozi?

  been repeated so many times, that people think it's a law. It's a movie made by direct response marketers. And obviously a really good one, from a compelling and persuasion perspective, because the meat in that story is this law. And boy, does it sound better to just attract stuff than go out and get it. So it's, in my opinion, it's selling a victim frame. It's selling that things happen to you, rather than you happening to them. And I would prefer to live my life as source. Like I am the world's consequence, not the other way around. And there's a great little analogy that I heard a rabbi say recently. He said, there are people who are thermometers and there are people who are thermostats. Some people just have the temperature, they react to the temperature. Other people change the temperature of the room.

• 46:38Alex Hormozi?

  I would prefer to be cause. And for me, at least it has served me well, which is why I'm an advocate for it. Now, if you like the manifestation stuff, by all means, if you're listening to this, then do it. Like, see, like, I promise you, it makes no difference in my life. I wish you the best, I want you to win. I really, I really genuinely mean that. I want you to win. And if that's what makes you feel good, then do it. But if you have tried that stuff and it hasn't worked for you, then consider just changing your behavior anyways. And there was a very long period of my life where I didn't feel like I deserved success. Now, a lot of people would say you have to change your mindset about that. But what actually changed my mind was realizing that I could do stuff that successful people did, not deserve it and get it anyways.

• 47:18Alex Hormozi?

  And so I always identified, oh, like this real, I identified as the villain. I identified as the oppressor. When I was in, when I watched stories, when I watched movies, I did like when, when something bad happens, I'm like, well, what did they do? You know, I'm like, they did something to deserve this shit, right? I, I've always thought that. And because of that, it actually was something that I was like, man, I don't know if I'm a good person. I don't know. I don't know if I deserve success. I, these guilt, these shames, things that I would carry with me. But the thing is, is that all that stuff kept me very handicapped. And so when I realized that I could just do the stuff and not deserve success and get it anyways, all of a sudden I just started doing things and then things started happening. And so the whole deserving this got thrown out the window because I was like, who gives a shit? I don't have to deserve it.

• 48:03Alex Hormozi?

  I don't have to vibrate at a certain frequency and I'll prove it. I can vibrate at a super low frequency and if I make a hundred calls and you don't, I'll fucking sound more shit than you. All right. And with that, go manifest your destinies. I'll see you later. Bye.

• 48:17Speaker 01

  Thank you, guys.