You Don’t Have a Lead Problem. You Have a Traffic Problem | Ep 954

Book Your Spot To Join The 2-Day, Interactive Scaling Workshop In Las Vegas: https://www.acquisition.com/o-vegas Adding friction to a sales funnel filters out unqualified leads, but it won't solve the growth problem. In this Q&A, Alex Hormozi helps two business owners attract high-quality leads and boost ROI without increasing unqualified traffic. Using targeted ads, smart content strategies, and high-value lead magnets will drive the right traffic and increase conversion rates significantly. In this episode 00:00 When traffic isn’t the problem, but acquisition 04:11 Crafting content that drives higher quality leads 05:56 How to utilize Meta and YouTube ads to increase traffic 09:11 Achieving a higher ROI with LinkedIn and cold email strategies 13:08 Creating high-value lead magnets to better qualify leads 14:45 Using the calculator close strategy to boost conversions More Value: Download your free personalized $100M scaling roadmap in under 30 seconds: https://www.acquisition.com/roadmap?el=yt-alex-486r&htrafficsource=youtube Discover The Easiest Business I Can Help You Start (Free Trial): https://www.skool.com/hormozi Get the $100M Book Bundle: https://shop.acquisition.com/pages/100m-book-bundle Take the $100M Lead Generation Course: https://www.acquisition.com/training/leads?hsLang=en Learn How to Make Offers People Cannot Refuse: https://www.acquisition.com/training/offers?hsLang=en 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?

  Welcome back to the game. In this episode, you're going to hear two conversations. The first is with a sexual health medical practice. They're currently doing 3.8 million and want to get to 10 million in revenue. Here's what we broke down on this call. Number one, how to fix the traffic problem that was exposed when they added friction to the funnel, which is one of our first pieces of advice. Second, we unpack the easiest and fastest ways to figure out which content attracts the buyers, not just viewers, so you can create the same content that produces the highest quality leads. Now, the second company is a data consulting firm that does about 500,000 and wants to get to 1.2 million dollars in revenue per year. Their biggest constraint was lead flow and pricing strategy. So we walked through, number one, a new lead magnet and content strategy to attract enterprise buyers on LinkedIn. And then, number two, how to pivot from hourly billing to charging based on ROI

• 0:43Alex Hormozi?

  that the customer is getting so they can actually double revenue of the business without adding any more customers. I hope this is super valuable for you. Enjoy.

• 0:51Speaker 01

  Hi, hi, Alex. My name is Dr. Antoine. And so I'm a medical doctor who specializes in sexual health. And currently, we're at 3.8, would like to get to 10 mil or more a year. And so what is stopping us is that we, I use your AI.

• 1:14Alex Hormozi?

  Okay.

• 1:15Speaker 01

  And it says that we don't have a traffic problem because all of my traffic come from YouTube. It's really more of acquisition problem.

• 1:26Alex Hormozi?

  Okay.

• 1:26Speaker 01

  And so after talking to you a few months ago, we started putting in our applications that we have a funnel that is an application with questions that qualify and disqualify. And then through a calendar, which then schedule with our sales team.

• 1:43Alex Hormozi?

  Okay.

• 1:44Speaker 01

  So what's happened was that we ended up getting a lot of disqualified applicants, which we then down-sell supplements for an online coaching program.

• 1:59Alex Hormozi?

  Okay.

• 2:00Speaker 01

  But that doesn't make as much money as our in-office treatment, which is from 15,000 to 20,000 as well, which we really want to focus on. So the question is, are we doing something wrong in that application process? How can we get more qualified, high-ticket applicant? To the sales call.

• 2:21Alex Hormozi?

  Okay, two things.

• 2:22Speaker 01

  So what we had trouble in the past was that we had too many in the sales call that weren't qualified. Now we don't have enough and, you know, how do we?

• 2:31Alex Hormozi?

  You're saying you don't have enough? But so you added friction and you got and you have disqualified people who are booking. Did the percentage of qualified people go up when you added friction or down?

• 2:43Speaker 01

  Oh, no, go down.

• 2:44Alex Hormozi?

  The percentage went down? So you got more unqualified people by adding friction to your process?

• 2:49Speaker 01

  Yes.

• 2:50Alex Hormozi?

  That makes no sense.

• 2:52Speaker 01

  Yeah, we, well, we just put in filters that's like, you know, this is not insurance covered. You know, this is the price. And they could know what, you know, we that they don't want to move forward. So that would disqualify it. That was the only two disqualifiers we had. So that's it.

• 3:11Alex Hormozi?

  So but those people got disqualified, so you didn't have to talk to them?

• 3:14Speaker 01

  Well, they got disqualified. They don't get to the, they don't get, they don't see the calendar to schedule their sales.

• 3:19Alex Hormozi?

  That's good, right? That means the percentage of qualified on the calendar went up, right?

• 3:26Speaker 01

  Well, you know, compared, no, not necessarily.

• 3:30Alex Hormozi?

  How? Hold on, hold on. What are we talking about here? No, no, listen to me, listen to me, shoot, listen to me. How is that possible? If you say there's 100 people, half of them are disqualified. They hit the disqualified button, then half of them that come through are not disqualified anywhere. That means the percentage goes up. I want to make sure we're talking about reality here. Are like, are we on the same page? Percentage went up, not absolute percentage. Yes? I want to help. You're just making my job hard. So percentage went up, correct?

• 3:56Speaker 01

  Yes.

• 3:56Alex Hormozi?

  Okay, percentage went up. So are we saying that the absolute amount went down?

• 4:01Speaker 01

  Yes.

• 4:01Alex Hormozi?

  Great. Now of the people that did show up to the call, were they more qualified than before?

• 4:05Speaker 01

  Well, you know, our close rate were better.

• 4:08Alex Hormozi?

  Okay, so the quality went up?

• 4:10Speaker 01

  Yes.

• 4:11Alex Hormozi?

  Okay, so the reason I'm orienting you is so that we can actually solve the input output problem. So you had too much flow. We added friction that increased the quality of the throughput, but then it decreased the amount, which means mission accomplished. The next thing we have to do is drive more in the front end so that we can have a higher absolute amount of throughput that's all quality, right?

• 4:31Speaker 01

  Yes.

• 4:31Alex Hormozi?

  Okay, two options. You can do them both. Option number one is that the type of content that you're making needs to cater, better cater to the avatar that you're looking for.

• 4:45Speaker 01

  How do I know that? How do I find that out?

• 4:47Alex Hormozi?

  Well, one, the easiest thing you can do right now is email all of your existing customers and give them some sort of prize, some sort of giveaway, something to get them to respond and say, hey, what piece of content you come in on? Or what type of content, if that's easier? And you can have probably four or five buckets of content you currently make, and they will tell you which one it was.

• 5:09Alex Hormozi?

  On the sales call, you can also add a question, what type or what video got you here? Because that'll start orienting what type of thing. Now, you're also in person. So like, when I ask people who show up at a workshop here in person, I say, hey, what type of content do you like? If I say, hey, do you like a brutally honest video that's about mindset, things like that? There's a certain percentage that are there. But if I say, hey, do you like the Cash Guys video where I do a breakdown of the businesses? The entire room's hands raised. And that's a room where the average person's doing $4 million a year. Those videos do less views than me talking about general mindset stuff, because it's just a smaller audience.

• 5:42Speaker 01

  Gotcha. I know what they're talking about.

• 5:45Alex Hormozi?

  Yeah. So number one-

• 5:46Speaker 01

  Email the list.

• 5:47Alex Hormozi?

  Yes, to figure out what type of content translates to quality, not quantity.

• 5:53Speaker 01

  Oh.

• 5:54Alex Hormozi?

  Okay?

• 5:55Speaker 01

  Okay.

• 5:55Alex Hormozi?

  That's thing one.

• 5:56Speaker 01

  Mm-hmm.

• 5:57Alex Hormozi?

  And then thing two, and you're YouTube, mostly YouTube, correct?

• 6:01Speaker 01

  Yes.

• 6:01Alex Hormozi?

  Okay, got it.

• 6:04Alex Hormozi?

  You're... How big's the following you have on YouTube?

• 6:07Speaker 01

  150,000 subscribers.

• 6:09Alex Hormozi?

  Okay. It's probably big enough. Have you run Meta Ads before?

• 6:13Speaker 01

  Uh, we did. And we ran Meta Ads, and applicants weren't qualified, so we kind of stopped doing that. We're trying to do YouTube retargeting ads to the people that watch my video, and then we got shut down by Google in three days.

• 6:29Alex Hormozi?

  Because it was sex-related, right?

• 6:32Speaker 01

  Yeah.

• 6:32Alex Hormozi?

  Yeah, so I think that if you audit your page to make sure that it's compliant and try and relaunch it, that's probably a good idea. The retargeting is going to be kind of the low-hanging fruit, because these are people who already clicked over there. And so that's just going to nudge them along the funnel. But the real unlock for you is going to be paid ads on either Meta or YouTube or both. I think that Meta will be easier for you to crack, even though you have a YouTube audience, because those people also have Instagram and Facebook accounts. And I'm gonna bet that when you ran the meta ads before, was that before you did this process of adding friction?

• 7:05Speaker 01

  Yeah.

• 7:06Alex Hormozi?

  Right. So it makes sense. So you ran, you ran basically open targeting to something that had no, had no funnel for friction. We now have fixed the sales process, so we fixed that problem. Now we have to fix the traffic problem. So we're gonna increase the quality of the traffic with the type of content you're making. And we're gonna increase the quantity of traffic by soliciting the audience more times and more places by running ads on Meta and YouTube. And running them through our now better converting process by percentage.

• 7:32Speaker 01

  Okay, so you feel that Meta is appropriate?

• 7:34Alex Hormozi?

  Yeah, 100%. People who are there, well, I think it'll be easier. Meta is just, I would say, is easier for people to crack when they're starting.

• 7:42Speaker 01

  Okay, got it.

• 7:43Alex Hormozi?

  And then run them through the same funnel.

• 7:45Speaker 01

  We can certainly try it.

• 7:45Alex Hormozi?

  And let me tell you the type of content that you should use. So do you make shorts?

• 7:49Speaker 01

  Uh huh.

• 7:49Alex Hormozi?

  Okay. Find the shorts that are save-worthy rather than share-worthy. All right, so the type of things that are like lists of, of processes and steps, stuff where you really teach stuff that did medium well, those are typically going to be the ones that have the highest purchase intent. Do you have an Instagram?

• 8:07Speaker 01

  Uh, yes, we do.

• 8:08Alex Hormozi?

  Do you make, do you post your reels there?

• 8:10Speaker 01

  It's really repurpose.

• 8:12Alex Hormozi?

  Yeah, that's fine.

• 8:12Speaker 01

  My long form content to Instagram.

• 8:15Alex Hormozi?

  That's fine. I want you to look at the last year. Look at the one that has the, the highest saves to likes percentage. So the most saves. And run the top 10% of those as ads on Meta. And then direct them down the funnel that we just fixed. And if you want, do people fly in for your services or no?

• 8:34Speaker 01

  Uh huh.

• 8:35Alex Hormozi?

  Okay, then fine, you can run it national.

• 8:37Speaker 01

  Yeah, they, they come from all over.

• 8:39Alex Hormozi?

  Great. Then yeah, you can run it as a national play.

• 8:41Speaker 01

  Yeah.

• 8:42Alex Hormozi?

  Run it as a national play.

• 8:43Speaker 01

  Okay.

• 8:44Alex Hormozi?

  Great.

• 8:45Speaker 01

  Yeah.

• 8:45Alex Hormozi?

  We fixed one problem, which now we have the next one. Yeah, perfect, you got this.

• 8:50Speaker 01

  Thank you so much.

• 8:51Alex Hormozi?

  You bet. All right, we'll talk soon, good luck. I'll see you on the inside of the group.

• 8:56Speaker 01

  Thank you.

• 8:57Alex Hormozi?

  See you.

• 8:59Alex Hormozi?

  All right.

• 9:02Alex Hormozi?

  Let's roll. Rock hard, pun intended.

• 9:09Alex Hormozi?

  We had to get, we had to get there. We had to get there. All right. Caller, what's your revenue?

• 9:15Speaker 02

  This is Reed's. Am I up?

• 9:17Alex Hormozi?

  Reed's, you're up, man. Give me the rev. The rev, the prob, and the business.

• 9:23Speaker 02

  All righty. We're a data consulting company that sell services. We do about 500K. I'd like to get to 1.2 million.

• 9:31Alex Hormozi?

  Okay.

• 9:32Speaker 02

  Our biggest issue is leads, leads and leads, and then making them, you know, see the message and reflect at a business problem that they recognize.

• 9:42Alex Hormozi?

  Okay. How are you getting leads right now?

• 9:44Speaker 02

  It, it, it's been 99% referral till about, it's still 99% referral, but I have now turned on, I'm doing content on LinkedIn.

• 9:54Alex Hormozi?

  All right.

• 9:54Speaker 02

  I'm doing LinkedIn ads. Um, I'm doing a, um, cold email that I'm trying to start. It's not started, but I'm trying to do that as well. So, right now for the last 12 years, I've run my company off referrals.

• 10:07Alex Hormozi?

  Yeah.

• 10:08Speaker 02

  I haven't really sold anything. So my question is, is really around the best way to generate leads from a tech source that the message is really hard. I mean, selling data services, no one thinks they need it. Everyone thinks they need AI now. Luckily, I think a couple webinars ago, you had said, somebody asked you a question about AI and you said you need a good.

• 10:31Alex Hormozi?

  You need a data infrastructure.

• 10:32Speaker 02

  And I was, yes.

• 10:34Alex Hormozi?

  You were like, can I clip that?

• 10:35Speaker 02

  No one seems to understand.

• 10:38Alex Hormozi?

  Um, yes. Okay. So what size companies are you, are you selling?

• 10:44Speaker 02

  I'm trying to do mid, mid tier, around 500 people. I've worked for.

• 10:50Alex Hormozi?

  It's all enterprise. So it's all enterprise.

• 10:52Speaker 02

  Enterprise, but it's so hard to, it's so hard to actually make a difference there. There's so much overhead and, and trouble.

• 10:59Alex Hormozi?

  And trouble. Okay. Got it. Um, so functionally, what is the, what is the dollars and cents output of what you do? Like I pay you money, what money do I get back and how do I make it back?

• 11:10Speaker 02

  Um, some of the stuff like we can help you with cloud, reduce your cloud costs so you can reduce costs. That can be pretty great, but I mean, it can be from, I don't know, 10,000 to a hundred, couple hundred thousand.

• 11:22Alex Hormozi?

  Okay.

• 11:22Speaker 02

  I mean.

• 11:23Alex Hormozi?

  How do you charge?

• 11:24Speaker 02

  Systems around would, say that again?

• 11:26Alex Hormozi?

  How do you charge?

• 11:27Speaker 02

  Hourly.

• 11:28Alex Hormozi?

  Hourly?

• 11:29Speaker 02

  hourly consultants.

• 11:30Alex Hormozi?

  Oh, oh, oh, dear me, my God. Let's just get you to 1.2 million and get you no more customers and just change how you bill. How about that?

• 11:41Speaker 02

  I could handle that.

• 11:43Alex Hormozi?

  Okay, so, okay, so a couple of things. So, number one, I think you making content on LinkedIn is a good idea. I think that you should, you should talk like data, no one cares about. But I mean, yes, people care about it, but you, no one's like waking up in the morning being like, oh, give me my data. I mean, I'm that way, but you know, I'm an oddball. What we want to talk about is the benefit of data, right? We don't want to talk about the plane flight. We want to talk about the vacation. We talk about Maui, not how we're going to get there. The TSA checking our bags, taking our shoes off. That's the data. What the data gets us that we got to talk about. So your content needs to be taught, like what you should be doing in your content is the demonstration of what occurs as a result of your services.

• 12:20Speaker 02

  And, and that's where a lot of the content is around ROI.

• 12:24Alex Hormozi?

  Uh huh.

• 12:24Speaker 02

  So I'm trying to drive that because for the longest time I, I targeted tech people. The tech people never have buying power. So it was always impossible to go. So now I'm trying to talk at a higher level of return on investment because so many people do so much tech stuff that just doesn't, it doesn't provide any value to the business because they don't fit, they don't think they have to, the tech side. That's why I'm trying to not talk to those guys.

• 12:49Alex Hormozi?

  Yeah, so ROI content, number one. I think that you should have CTAs in the content that generate increase that should get people to like, do you give away a widget or an assessment of any kind?

• 13:00Speaker 02

  On the website, I'm trying to do a data ROI meeting so I can kind of give you that kind of information.

• 13:06Alex Hormozi?

  Let me give you a really sexy thing. Let me give you a really sexy thing. Uh, I want you to give away five.

• 13:11Speaker 02

  In this industry?

• 13:12Alex Hormozi?

  Oh yeah, no, this is going to be sexy. I want you to give five one-on-one calls away for free as the offer.

• 13:19Speaker 02

  Okay.

• 13:20Alex Hormozi?

  Now, there's an asterisk there that it's only for companies that meet your criteria.

• 13:23Speaker 02

  Okay.

• 13:24Alex Hormozi?

  And you probably have to take those calls anyways for a qualified lead, but the fact that, the thing is, is like, for you to have a very high-value lead magnet, I think so many of these are going to be so specific to the text act they're using and all the other nonsense, that we have to come up with something that people can appreciate as valuable. And so, we say, "Hey, I'm going to give away five 101 calls." Everyone understands that five hours or five 30-minute sessions is value. Like, even at the most basic manual labor level, there's value there that someone can get. And so, I think the CTA of that will be a great way, because then it'll give you five conversations, you can tie in multiple stakeholders, and you can actually look at an enterprise-style sale. It all works. All you have to do is set the frame at the beginning of this. It's like, "Hey, to be clear, are you good with me?" As we walk through these five calls, at the end of the fifth call, I'll explain kind of how it working with us might look like. In the meantime, I want to just provide you a lot of value.

• 14:09Alex Hormozi?

  They're going to say, "Yes," and it's great, and that sets up the conversation so that you can't break their beliefs around it. The big step here is that we want to take those calls to talk about what is going to happen, not how to do what is going to happen. Do you get the difference?

• 14:23Speaker 02

  Yes, yes.

• 14:24Alex Hormozi?

  Right, exactly. We're going to describe it, not explain it. And that's how you reset beliefs, that's how you get people excited about what's going to happen. As soon as you get into like, "We're going to click here," they're gone, they don't give a shit. Right? So, number one...

• 14:36Speaker 02

  I've got them with my LinkedIn ads.

• 14:38Alex Hormozi?

  Yeah, so, number one, ROI content, CTA is five 101 calls. Asterisk, only for people who qualify. The second thing is that I think your offer needs to be around the ROI, and you need to use something called a calculator close. So, calculator close basically says, "Here's all the things that you're currently doing, which you can do at the end of the five 101s, and say, 'Based on the whole assessment that I have, here's all the areas that you're losing money or that you could have efficiency. This is what I expect you to make,' you add it all together, and say, "It's, you know, $200,000 is the savings slash, you know, improvements in efficiency and effectiveness," whatever, right? So, $200,000, the max that you can charge when you make any kind of result-based service is 30%. And so, if you say, "Hey, I'm going to save you 200 grand, I charge 30% of what I save, so it's 60."

• 15:23Alex Hormozi?

  But that way, you're charging for outcomes, not hours.

• 15:26Speaker 02

  Okay.

• 15:27Alex Hormozi?

  And that'll break it, and that's what's going to allow you to really... I mean, that alone might triple or quadruple your income, independent of the ROI stuff. Those would be the two next steps that I would do.

• 15:36Speaker 02

  Okay. Thank you.

• 15:38Alex Hormozi?

  You bet. Thank you, Ben. Congratulations on the business.

• 15:42Speaker 02

  This has been very, very, very helpful. I really appreciate it.

• 15:45Alex Hormozi?

  You bet. Thank you for being part of the group.