0:02 This is Kyle and Ariel, a couple who runs a business that helps other couples
0:06 who run businesses. They currently do about $480,000 per year, but they're
0:09 stressed because it costs too much money to acquire to customers and they're
0:13 maxed out on time. I'm Alexi. I own acquisition.com. It's a portfolio of
0:16 companies that generate $250 million in [music] aggre revenue per year. And I
0:19 just happen to know a little bit about the coupreneur scenario since I started
0:23 acquisition.com and gym launch with my wife Leila. So, I figured they got to
0:27 fix their offer to make it more valuable to their customers and make it more
0:30 scalable. so that they're not responding to individual text messages 24 hours a
0:33 day. >> Dum dum dum dum. [gasps] >> What's up? >> Hi, my name is Kyle.
0:43 >> I'm Ariel. >> And we are the founders of Couple
0:46 Prreneurs. Over the last 12 months, we've generated about 480K in revenue,
0:52 206K in profit, which takes us to about 43% profit margins. >> Okay. So, who do you help?
0:58 >> We help entrepreneur couples. So these are couples who either run businesses
1:02 together or couples where each partner owns their own individual business.
1:06 Typically the businesses we work with do about 150k annually minimum and their
1:11 primary desires are to make more money in business to work better together as a
1:15 couple and to free up more time for each other and their family.
1:17 >> Do you know who's the one who tends to be attracted to the message? Is it the
1:19 female or the male? >> Usually the woman. Yes, >> for sure.
1:21 >> Interesting. >> Oh yeah. >> I figured. >> So how do you help them? So, we help the
1:27 couple grow businesses as a couple as efficiently as possible. So, we do this
1:30 with two offers. The first is what we call the Rise Together mentorship. It's
1:33 a 12-month program that consists of weekly group coaching calls. And this
1:37 program is really focused on helping the couple work better together and just
1:41 improve their working dynamic. Our second offer is called the Coupleneur
1:44 Accelerator. This is also a 12-month program, but it's much higher touch. And
1:48 the main focus of that program is developing a business growth plan for
1:51 the couple that's based on their business model, their strengths
1:54 together, as well as their schedule. and then helping them and coaching them
1:57 through the implementation process. We do also have annual live inerson events.
2:01 Our next one's actually coming up on April 10th and 11th of this year.
2:03 >> What's that included with? >> So, we invite all of our clients to
2:07 that, but we also sell tickets to it as well. >> Interesting. [laughter]
2:10 >> And you use that as one of the bonuses for both levels.
2:13 >> 100%. Yeah. It's a fast incentive. Yep. >> Interesting. Okay.
2:16 >> For offer number two, the couplereneur accelerator, we customize an action plan
2:21 based on the couple's schedule, the business model that they want to
2:24 approach as a couple. So, we're heavily customizing an action plan on the front
2:27 end for offer two. >> How long does that take? It's >> about a total of 4 to 6 hours to go
2:31 through everything and then do a call with them. >> Yeah. And then the other time constraint
2:35 in offer number two is the fact that they have access to us in Slack like
2:38 periodically throughout the week. >> Yeah. >> Periodically. What does that mean?
2:42 >> Uh that means at any point they can ask questions. [laughter]
2:45 >> Make sure that we were clear on that. >> We respond. We tell them we'll respond
2:49 within 24 to 48 hours, but they do have daily access to us. So,
2:51 >> you're slacking all day. >> Yeah, >> pretty much. Yeah.
2:53 >> Ding ding ding. We have problem number one, which is that they have given
2:58 unlimited, unfettered, unrestrained access to them personally, which makes
3:03 it very hard to actually run a business. So maybe we might be able to sell people
3:07 something they still find just as valuable that they're not going to use
3:10 all day all the time. How do you make money? >> The Rise Together mentorship is $5,000
3:16 if paid in full or 12 installments of $500 a month. For that, the couples get
3:20 weekly group coaching calls with Ariel and myself and the rest of the
3:21 community. >> What's the split? Oh, it's about 50/50. We also record those calls as well. So,
3:26 we'll take the call recordings, we'll upload them into a training portal where
3:30 the couples can watch a replay and they can get access to other templates and
3:33 cheat sheets as well. We have a private Facebook group for accountability based
3:37 on the steps that we give the couples per week. And we also do these fun
3:39 things called quarterly date night challenges. This is where we incentivize
3:43 the couple to go on at least one date night per week. >> Do people like that?
3:45 >> Oh, they love it. It's like their favorite part of the
3:48 >> date night challenge is probably like the number one thing that keeps people
3:50 buying from us. >> Yeah, we're going to we're going to talk
3:53 about that. So with this cheaper one, basically it's just a weekly call.
3:56 >> Yeah. >> Yes. >> That's what they get. >> Yeah.
3:58 >> The Facebook group's mostly community and then our customer service person
4:01 holds them accountable. >> Okay. Let's start with the the second
4:02 one. >> We do the quarterly date night challenges in both programs, but we also
4:06 do a lot more in the coupler accelerator. So that's 25K paid in full,
4:12 $2,500 a month if they choose the payment plan over 12 months. And that
4:15 includes quarterly two on two private strategy calls where we map out their
4:19 action plan. Um, it also includes weekly small group coaching calls which are
4:23 mostly just Q&A based. And we also hold them accountable to their weekly
4:27 priorities inside of Slack. This is also where they could ask us questions.
4:29 >> If you eliminated Slack, how much time would you get back?
4:31 >> Probably what, 40% of our time. >> Jesus. It's also the cost of disruption.
4:35 >> I will say though, Slack is usually people's favorite thing cuz it's like
4:40 >> having us in their back pocket. >> I like where you're going with this
4:41 though. >> We're going to take some axes out. It'll be good. music to my ears.
4:47 >> They made the mistake of running out of time on their hight touch thing and then
4:51 making a low touch thing. And the cost of car customers for the low touch thing
4:54 was the same as the high touch thing which made all their economics of the
4:57 business stop working. And so the real constraint they had originally in the
5:00 business was that they were supply constrained. And so rather than solve
5:04 the supply constraint, they basically just built a whole another product. What
5:07 they probably should have done is just say, I wonder if we could sell the same
5:11 thing without all of the demand on the backside for our time. If we did that,
5:13 we could sell three times as many people. So cool, do that. If you were to
5:17 talk to my team, you would know that the number one question I ask when they just
5:20 vomit a whole bunch of information on me is I just say like, what problem are we
5:23 solving? When they decided to start this other product, they might not have been
5:26 clear about the problem they were solving or ask the second question,
5:29 which is, can we just solve this problem in another way that doesn't include us
5:32 starting an entirely new business, an entirely new acquisition strategy, and
5:35 making another product? And the answer is yes. >> So, how do you get customers?
5:38 >> So, we use a challenge funnel, which means we use Facebook ads. We run to a
5:41 5-day free virtual challenge that we host inside of a Facebook group and then
5:44 we on that challenge we do teaching, training, Q&A and then we lead to a
5:46 sales group. >> How long's each of the sessions? >> How long?
5:50 >> One hour. >> And what's the drop off between day one
5:52 and day two? >> On average we go from about 9% down to
5:56 four to 5% on. >> So you lose half between day one and day
5:59 two. Okay. >> And you're getting only 9% of people to show up to day one.
6:03 >> Yes. >> Okay. >> So we'll do about six of those
6:06 challenges per year. And our average ad spend per challenge is about 19,440.
6:11 We do also get some occasional sales from some other places, one of which is
6:14 guesting on other people's podcasts. We also have a setter on our team who will
6:17 reach out to people via social media messenger and book calls for us. And
6:21 then we host our annual Inerson events, which some sales can come from.
6:24 >> What percentage come from top versus bottom? >> I'd say 90 to 95%.
6:29 >> We really would love to get Alex's feedback on this challenge funnel
6:32 because we spend a lot of money on these challenges. Sometimes they make money
6:35 but other times we'll lose money and have to spend months recouping the
6:37 costs. >> Okay, so what are the problems? >> So we have three primary problems. Our
6:43 first is our cash flow cycle which means it can sometimes take months for us to
6:47 make back the money that we spend on new customer acquisition.
6:51 >> Our second big problem is just improving overall conversion. We've recently
6:55 noticed some drop off in attendees for our 5-day challenges which are our main
6:58 way of generating new leads and new sales. Our last big problem is just our
7:02 own time constraint. We are almost at max capacity for delivering on our
7:06 services just due to the amount of customization that's involved. Fixing
7:09 these problems matters a lot to us because we went through what we call the
7:12 anti-honeymoon stage when we first got married, which is where we were trying
7:14 to figure out how to be business owners but also still a married couple at the
7:17 same time. So being able to reach other couples and help them sidestep some of
7:20 the issues that we went through is really important to us. >> Okay. So what's sales I say? So how many
7:23 sell a month? >> So we do these challenges every two months. And this is what a typical
7:28 challenge will look like. will generate about 511 leads and or registrants for
7:33 the challenge. And the average challenge attendees are 26. So 26 out of the 511
7:38 will actually show up to the live sessions each day. Out of that we will
7:42 typically book 12 sales calls. We'll hold 10 and we'll close six sales. And
7:46 currently right now between both of our programs, we're working with 42 couples
7:50 and we've only had four clients turn over the last 12 months. And that's
7:53 really just due to payment issues. >> So right now the company is Y'all
7:55 >> Yep. >> Yes. >> Zuck. >> Yeah. You have a CS person on the back
7:59 and you have a setter on the front. >> Exactly. Yep. >> What other stuff you got? Anything else?
8:03 >> Because we just used Facebook ads to generate leads and sales in 2024, here
8:07 are the total numbers for the Facebook ads. There's obviously a lot of numbers
8:10 here, but some of the numbers that really stand out to us is the extremely
8:15 high cost per average attendee at $815 and our average attendee show up rate of
8:18 5.25%. That being said, on the plus side, if people show up, they have a 49%
8:23 chance of booking a sales call with us. That's why the average attendee to sales
8:26 call book ratio is 49%. >> I just I feel like we're going to be
8:29 able to fix this and I think it's going to be really elegant and it'll probably
8:33 grow the company a lot and make you a lot more money. There's a version of the
8:36 business that I like that I think would make this [music] great. The fact that
8:38 you like the date night and everybody likes the date night. Instead of doing a
8:41 5day challenge, just do it a 4-hour date night and crush the full five four hours
8:45 in one pitch. You get twice as many people there. In fact, even more will
8:48 show cuz it's a date night and you can still provide all the value you normally
8:51 do and then just close. do and then just close. >> [music]
8:51 >> [music] >> So frame it like couples are coming
8:54 together for date night. We actually probably break a record around that too.
8:57 Like in the ads say we're going to do the world's biggest date night. Okay,
9:00 cool. I like it. >> But the thing is that like I we actually
9:03 have to solve this back to front. So I do think that's a better way to convert
9:05 and I'll get into the tactics around that. But like it's kind of a blah
9:08 offer. Now the way that you guys deliver and all that stuff, fine. People like
9:11 it. But I'm just looking at like what am I getting here? I'm not like super
9:14 stoked about it. I'd rather solve for like we have this other thing that makes
9:18 us a ton of money. How can we [music] pair that down so that we can still sell
9:22 that at that price point but have five or 10 times the capacity? We're going to
9:26 go deep dive on the offer. So the backend high ticket offer. So right now
9:32 we have Slack the calls, >> right? Two on two. >> Yeah. Quarterly two and two.
9:37 >> Quarterly. Okay. And how long is that? >> The first one is 90 minutes. Every other
9:39 one is 1 hour. >> Okay. Got it. What else is there? >> Weekly group calls.
9:44 >> Weekly group. Okay. That's not that bad. All right. What else is there?
9:47 >> I would say whatever. Yeah. >> Some modules etc.
9:50 >> Yeah. Online modules and then in addition to the two on two quarterly
9:54 calls, the first one we do a deep dive looking at their >> four to six hour thing.
9:56 >> Yes. >> So we'll go deep dive. It feels like a
9:59 separate deliverable to me. >> Yeah. So the first quarterly call is
10:03 longer and it takes more prep time. >> So I'll just say this times three and
10:06 then that one times one. Okay. [music] This is current. >> Yep.
10:09 >> There's also this other piece cuz you have this bonus of in person, right?
10:11 Yes. >> Yeah. So what I'm doing here is before I dive into recreating an offer, I'm
10:17 actually going through the process live with them, which is I want to understand
10:21 all the resources and assets that we have at our disposal. In the offer book,
10:25 I cover this in creating your grand slam offer part two, the trim and stack. The
10:29 first part is listing out all the stuff out. And then the second part is, okay,
10:33 now we have all these list of things. How are we going to cut it and combine
10:37 it and package it so that it's the leanest and the most valuable? because
10:40 fundamentally we don't want to just like offer a ton of stuff. We want to offer
10:44 the few things that people really want and then just remove everything else. So
10:48 this is the $100 million scaling road map and they are at stage three
10:52 stabiliz. So they have a very small team one to four and let me read some of the
10:55 constraint they're probably dealing with. People aren't buying fast enough.
10:57 Remember she said the cash conversion cycle. So they're not getting paid fast
11:00 enough. They're wasting time with bad leads. They don't have enough time to
11:03 talk to good leads. They're not sure what to fix. Everything's going wrong.
11:07 Right? And customers feel lost. Now, this one, maybe they don't feel as much
11:10 on the customer service side, but they've made up for that by just
11:13 providing full-time Slack access at all times to them. So, really, it's they're
11:16 feeling lost. We can fix the thing that they complain about most from a product
11:19 perspective, which is this is partially [music] they're complaining about it,
11:22 but it's also from a customer angle of what are all the things that we provide
11:25 the most value and then recombining those to make the most valuable offer.
11:28 Decide on basic qualifications, right? So, they had this cheaper thing. It's
11:31 like, well, who do we really want to serve? Let's make a product for them,
11:36 not a product for everyone, which then ends up serving for no one. By the way,
11:39 if you want to know where you're at on this scaling road map goes from zero
11:42 employees all the way to 500 plus. And we break it down by eight functions of
11:45 product, marketing, sales, customer service, IT, recruiting, human
11:49 resources, and finance. Where people get stuck there and how to get through it.
11:52 This is my gift to you. It's absolutely free. You can go to acquisition.com/roadmap.
11:56 And if you want my team to actually help you with this for your business, you can
12:00 schedule a call with them and they'll dive into the business. and if it makes
12:04 sense to invite you out, we will. And maybe we'll see you here in Vegas.
12:07 >> I think you're messing this one up. >> I think this is one of the most valuable
12:10 things to do. You could functionally charge $25,000 a year and have two
12:15 getaways a year, guaranteed. And so you could say like, think about this as
12:18 marriage insurance. We're going to do all the other stuff, but you guarantee
12:20 yourself that you're going to have two amazing times per year. And when you
12:24 look back on your life, most of the months kind of blend together. It's just
12:27 the little spikes that are the moments that you remember. That's what we're
12:29 going to help you build. >> Okay? I think we do 2x per year in
12:33 person and I think you should position it like getaway rather than conference.
12:36 >> Yeah. Okay. >> And it also you guys will have a great
12:39 time to get away too. So like it'll be fun for you. So I would what I would do
12:42 if I were you guys is I would go do the whole experience with them whatever 2
12:46 days and then stay 2 days after for you [music] guys and unwind. We won
12:48 vacation. >> And what do you think you're going to do at the inerson event when they're all
12:51 there >> at the moment? Just planning on [music] doing renewal sales.
12:54 >> Yes. >> Good. That's what I [laughter] rear. >> That's how we're going to do it. And so
13:01 basically we have two inerson events. We're eliminating Slack. That's for
13:04 sure. Screw Slack. >> Feels so good. Thank you. >> Yeah. You're welcome. I feel you feel
13:08 lighter. I would almost rather you get rid of this. >> The weekly group calls.
13:10 >> Yeah. >> Cuz I don't think anyone's like, I'm
13:12 staying for the [music] group calls. >> They probably stay for this.
13:15 >> You're right. Absolutely. Because when we survey our clients, the weekly group
13:18 calls are usually the least favorite. >> Let me tell you a secret. What a lot of
13:21 people do is that they will try and add as much as they possibly can. The goal
13:25 is [music] value per bonus. Basically, the way that I think about it is each
13:30 thing we add on its own should be worth the price of the whole thing. Simplicity
13:35 is the [music] ultimate in business. Simplicity makes for simpler marketing.
13:40 It makes for [music] simpler selling. It makes for simpler delivery. But the
13:43 problem is that complexity always rears its head. People want to over complicate
13:46 things. You want to have four or five benefits in one ad [music] because you
13:48 think they're all important, but the reality is that you weren't able to
13:51 prioritize the one that mattered most for the specific avatar that you're
13:55 trying to advertise to. We could include a hundred things, but there's typically
13:59 only one thing that gets someone over the hump. People decide to buy because
14:02 they [music] hear something like, "Oh, that's the one." And then they're in.
14:05 And so, we just want to make sure that we make those details as compelling
14:09 [music] as humanly possible and then limit the details that we choose to talk
14:13 about. To quote Jack Dorsey, founder of Twitter, "Make all the details perfect.
14:18 Limit the number of details." The main value ads are, "We're going to meet with
14:21 you. We're going to do a deep dive. You're going to come out twice a year."
14:24 >> Yeah. love it. >> If you want to have the group, I would
14:27 say this is like for y'all, but like this is not support. This is not like
14:31 you tag me in every single post kind of thing. This is if you want to connect
14:34 each other, then this is the way basically you're more curating the
14:37 experience. >> Then you are doing a whole bunch of stuff in there.
14:42 >> Okay. So I think we go deep dive which is fundamentally just on boarding. So
14:45 you'd want to do that anyways, right? Two and two quarterly times three and
14:48 then you have the group which is not going to be a lot. Okay. So if we're
14:53 looking at the total delivery time, this is 60. So this is 3 hours, right? Let's
14:59 just call this six. So it's 9 hours. And then you have the two events a year. So
15:03 basically, let's just call it 10 plus this is quickest between everybody. 10
15:08 hours per couple is the cost. You make 25,000. And so realistically, the cap is
15:13 going to be these two. This is now the new cap of the business, not all this
15:16 other stuff. >> So how many quarterly halls can you take? The first initial strategy session
15:21 does take you know considerable amount of time but after that I think we could
15:25 do five per day. >> You wouldn't do five per day. You wouldn't do it
15:29 >> like you can do it physically. I'm saying what are you willing to do? I
15:31 know what you can do physically. >> I'd say probably two per week.
15:34 >> He's at five a day. [laughter] Two a week. I'm like okay. So we have a 12x
15:38 differential between you guys. >> Maybe five per week.
15:40 >> Yeah. Five per week and you do one day where you just do five.
15:43 >> Exactly. Yeah. We try to match them. So that means that you'd max out at 60
15:47 because you're doing 12 weeks, one a quarter times five, >> right?
15:50 >> So that max out to 60 clients. I don't love that. >> Yeah.
15:53 >> I'd love to be higher than that. How do we get you to 150 clients? That's what
15:58 I'd like to reverse engineer because if we get you to 150 at 25, let's call it
16:02 30 cuz a lot of people are going to be on payment plans. Then that takes you to
16:06 4 and a2 which is 10 times what you're currently making or 11, which feels
16:08 chill. >> That feel on my scale of chill, it's chill. >> Yeah, I mean it's pretty chill. So 12
16:14 weeks if we could get to 15 a week. Now again, this is what we have to deliver
16:21 on. We could do a smaller group of four and have it be 90 minutes cuz then in on
16:27 Monday you could do 490s. >> Mhm. >> 6 hours and see 24 and 24 * 12 is even
16:32 more than that. >> Yeah. When you are supply constrained,
16:37 you can either raise the [music] price so fewer people buy and the people who
16:41 buy you get paid more for or you change the ratio of delivery, meaning you go
16:46 from one-on-one to one on four to one on six to one to many or you productize
16:52 [music] or you hire people. So, we have a lot of different ways that we can
16:54 solve a supply constraint. We're going to change what we deliver and make it
16:57 into a product. We're going to change what we deliver slightly by delivering
17:00 it to more people at once. We're going to keep it to the same number of people,
17:03 but we're going to raise the price so we make more per person or we're just going
17:06 to hire somebody else to do it. All of these are potential solutions, but I'm
17:10 going back and forth with them to figure out which one makes the most sense. They
17:14 were a little bit cash constrained and I didn't get the impression they wanted to
17:17 have a big team. The next one is the price. Now, they were already struggling
17:21 to sell the higher ticket thing and so like I don't think we have room to go
17:25 three or four times as high because that's what we would need to do in order
17:28 to make a pricing move that would make sense. So, this one's out. And then we
17:32 have the productizing. Now, they already did a productized version, but they
17:34 can't sell it at the price that they're selling their expensive thing. So, this
17:38 one's out. Now, this is basically the only thing that's left on the map that I
17:42 see as a high likelihood solution for where they're at right now, which is why
17:44 I recommend it. >> The other factor, I guess, to consider
17:47 is our dream state of this business wouldn't necessarily involve us being so
17:50 heavily involved in >> one day a week. >> True. That's true. Yeah.
17:53 >> Yeah. >> I'm working on one day a week here. >> Yeah. Yeah. No, I I like
17:57 >> I want millions of dollars and work one day. I'm like, "Okay, well, that's fair.
18:00 That's fair." >> Yeah. Our goal is eventually to be able
18:04 to have coaches that can deliver on it as well. >> Yeah.
18:08 >> I will be super candid with you. >> Most coaching businesses fail at scale.
18:13 And it's because if you have some unique skill set or your personality, whatever
18:19 it is, like your X factor, if it's easy to teach, it's not valuable. And in
18:23 order to have coaches who come in who can deliver the same level of value,
18:25 it's going to be hard to teach. So either you're going to have the issue of
18:28 like I'm going to bring someone in and they can walk with the customers
18:31 >> or more likely you'll bring someone in, train them up in a weekend and they be
18:34 like this is now the person doing delivery. Now then you're going to claim
18:37 it's your system and all the other stuff. I've never seen really anyone get
18:41 above 30-ish million a year in that space. >> Okay? >> And so the people who get above that
18:45 typically have a more distributed model. >> Okay? >> So what I mean is this is y'all's X
18:51 factor. So let's say we have all these little shot glasses here and on the
18:55 other side we have full full same size bottles. Okay. >> Scenario one, I just pour this into the
19:02 shot glasses. Okay. Scenario two, I pour it into the big glasses. Then I take this and fill
19:08 it up to the top so that it's the same same amount. >> Yeah. [clears throat]
19:12 >> What you end up having this is the coaching model. You're going to get the
19:15 same amount of time you're going to with this person. They're not as good as me.
19:18 it's going to be really diluted X factor >> Y >> versus would you rather just have a
19:23 little bit less but you have the full me the full X factor >> and in my opinion this model still is
19:28 better because then you just keep getting better >> now if you're like okay well we don't
19:33 want to be keyman I'd rather get you to 4 million a year >> and then we can deal with that problem
19:38 >> when he did the whole Gatorade analogy that was very powerful because we don't
19:42 want to dilute the value of what we offer and for many coaching businesses
19:47 you feel like you have to just by hiring other coaches to coach for you. So that
19:51 was a really powerful paradigm shift. >> Every one of these solutions that I just
19:55 outlined have businesses that have succeeded with them. [music] The
19:58 question is which problem would you rather solve? If you decide to do the
20:02 hiring path, then you're going to build basically a firm of partners to do this
20:06 service for other people. The problem is most people who are in this world who
20:10 are influencers or creators, whatever, they have some sort of X factor and
20:14 people come for them. And so when they try and hire staff, they just say, "Oh,
20:17 here's my buddy. I spent a day with him to try and teach him my method and now
20:20 he's going to deliver it." If this is such a complex method, if you can train
20:25 somebody up on it in a day or two, it's probably not that complex. Or it is that
20:29 complex and you're just saying it's not that complex and just putting [music]
20:32 them in front of customers because you don't want to do it anymore, which is
20:35 laziness. And also, you're probably not paying them what would be required to
20:38 get somebody who's [music] actually as good as you or better. And so the
20:42 business you build here is a recruiting, training, and culture business. [music]
20:46 If you want to have a productized version of this, then you're going to be
20:48 leaning heavier into marketing and sales because the delivery is going to be more
20:51 or less automated or productized. [music] This allows you to scale more
20:54 easily from an acquisition perspective, but then you got to learn how to market
20:57 and sell at even higher level. Then we have these two. So if you're a pricing,
21:00 then what you're really going to get into is the branding business, right?
21:03 Because in order for them to command [music] super premium prices, let's imagine they
21:07 only have 100 customers. They say, "We never want to get over 100 customers and
21:10 we want to grow this business." It's like, "Well, then the only thing we can
21:12 do is just keep jacking [music] price in this scenario, but the only way we're
21:15 going to get people to continue to buy is that we have to reinforce this brand
21:18 loop [music] where every time we have these 100 customers, their lives improve
21:22 by so much. They create these amazing stories for us. They bring their friends
21:25 and then over time because we have supply and demand, right, as a as a nice
21:29 little X factor here, the price would continue to go up as demand increased,
21:33 right? But we're keeping supply fixed. Now, the ratio, which is what I
21:37 recommended for them, I want to say it kicks the can down the road. [music] And
21:41 what I mean by that is they're just going to get better and better just
21:44 because you get more practice if [music] you're the person who's got the X
21:47 factor. And so, they're going to get more practice. So, even though people
21:50 are going to get shot glasses of them, it's going to be more and more
21:52 concentrated shot glasses, which means they can keep [music] dividing it over
21:55 and over again as they get better and better. And so, the value per person
21:58 actually can stay fixed as they improve. Ultimate version of this is look at Tony
22:01 Robbins [music] business, right? We got one guy and he's on stage in front of
22:05 10,000 people and they all pay $5,000 to be there because he can command that
22:10 price because he's so good on stage that people are still thrilled even though
22:14 they're in an auditorium of a zillion people. In the ratio business, the
22:17 business that you're really building there is they're just continuing to do
22:19 what they're doing and they're just going to be able to drive more and more
22:21 profit in the business. [music] >> And we personally enjoy the events
22:24 probably the most out of everything else we do in the business.
22:28 >> This would probably be my V1. My V2 would be can we [music] just sell three
22:32 a year? And then I would just basically position it as listen right now you're
22:34 not spending the money because and [music] you know you should. Yeah.
22:37 >> This will guarantee that you have it and also you split up the day so it's 50/50.
22:40 So it's like we're going to be doing some stuff together but like it's also
22:43 y'all's vacation. So take the day. But the thing is is like it's okay because
22:47 you block [music] the like the value is you made them block the time
22:49 >> and come out and do it and make a cool experience. When Alex said, "Don't worry
22:52 about key man risk," we felt a sense of relief because we felt like we had to
22:56 just take what we do and go multiply it with other people. But realizing that we
23:00 can just not have to worry about that right now and focus on what it is that
23:03 we [music] do best and grow the business in that way makes it feel a lot more
23:07 simple and allows us to again just do what we love to do and serve the people
23:09 that we love to serve. So >> I think this is V1, but let's solve the
23:12 money thing here. If you're willing to do 2 days a week, then that would get
23:17 you to 120. So that gets you to 3-ish million. It's better than 5 days a week
23:20 at where we're currently at. >> Yeah. >> Yeah. Love that for you. Yeah. Okay. So,
23:26 this to me is this is no longer the backend offer. This is just the offer.
23:30 >> Mhm. >> That's thing one. >> And by the way, for the record, we do
23:36 like serving our clients. So, it's not like [laughter] they're bothering us.
23:39 >> Of course. Of course. Oh, of course. >> Clients, they're very happy to to
23:44 deliver and they're very grateful. And congratulations for everybody who got
23:47 the $5,000 thing. it will never be sold Okay, so you guys are doing the 5day
23:56 challenge. So if I wanted to make the lowest risk bet, >> yeah,
23:59 >> my lowest risk bet would be run the playback again and now sell the thing
24:02 that you should have been selling this whole time. >> Okay.
24:03 >> Okay. [music] >> If I wanted to be spicy, which why not?
24:08 >> My spicy version of this is you run date night and you make it 2 to 4 hours and
24:13 then you just pitch right at the end. So the reason that I'm a big believer in
24:16 this is that there's a certain amount of information that someone is that is
24:18 required for someone to make a decision. We can spread that in 5 hours over 5
24:22 days or we can do one 5 hour session. If I had to pick between the two, I'd
24:25 rather do the 5 hour session. >> And main reason is cuz like I can weave
24:28 a lot more things in. I could like you're kind of like in state, you're in
24:31 flow. It's top of mind. You're like there rather than having to remember
24:35 each time to come back to this thing. And so you'd also have twice as many
24:38 people that you'd be pitching to. If your position is a date night, no one's,
24:41 oh, I'm going to do this date night for 60 minutes. It's not date night. So I
24:44 think having it be extended, you already have permission based on the nature of
24:47 what a date night normally is. So this all makes sense. This is your activity
24:50 for the evening. We got you covered. This has already been demonstrated
24:53 across lots of industries that just super long single day or half-day events
24:57 can be incredibly compelling for selling very high ticket things. When someone
25:00 gets 3 or 4 hours with you in person, they get a pretty decent vibe about you
25:03 and your expertise and whether they want to make a buying decision. So they would
25:07 actually do a real date night and just zoom in and we're just talking through
25:10 different >> I think you do it on like this would be like break all the internet marketing
25:14 rules but you do like a Friday night. >> Yeah. >> You know if that's hard then it's like
25:17 you could test it and be like it's Thursday night but from all the math
25:20 that I've seen doesn't really matter what day you run it. >> Okay. [laughter]
25:24 >> So you can believe whatever narrative you want but at the end of the day I
25:26 don't think it's going to matter. >> Okay. >> If we had to do it tomorrow I would say
25:28 just run the play you already know. It's already built out and then just offer
25:31 the better offer. So what we need to do here and this is actually super common
25:33 in a lot of businesses. So you have to pull cash flow before it. So number one,
25:37 one of my preferred methods is you can do layaway, right? Which is you can pay
25:40 on whatever plan you want, but you won't get delivery until you pay X amount.
25:43 Like until you pay a third, we don't start, but you can pay you can make it
25:46 as flexible as you want. But a lot of people like, I'll just pay a third now
25:49 and then start the payments. >> Okay? >> And then that way you can pull out more
25:53 of that cash up front. >> So we wouldn't even start the service
25:56 until they get to that point. Got it. But they can still at least put their
25:58 >> Yes. You could do an onboarding call or something like that if you want to just
26:01 to be like, "Hey, congratulations. We're excited to have you. You know, we'll
26:03 glad to this community." But we're not going to start doing the deep dives and
26:06 all that stuff until until you until you pay. The way that that would help solve
26:09 the cash flow issue is the idea is that most people would be like, "Screw it.
26:12 I'll just prepay the first quarter." >> Okay. >> Now, that's kind of option A. And I
26:17 would just recommend doing ask for the quarter upfront, which is basically the
26:21 way it works is it's 9K down. And the reason we do this is because the deep
26:26 dive we do is really intense and it costs us the most out of everything that
26:29 we're going to provide for you. All right? in terms of our time. Basically,
26:32 you sell that and then I would just immediately start the payments, whatever
26:36 it is, $2,500 or $3,000 per month after that. But I would start immediately.
26:38 It's not like you pay 9, don't have to pay, and then you have the next thing
26:41 cuz then you're going to have a churn. >> True. >> Okay. The thing here is then you downell
26:45 layaway. So, if they're like, I can't pay the 9K now. No worries. Just make
26:49 three payments and then we'll kick you off. >> Okay. >> And that's cool because you're also
26:53 probably going to come up soon to one of the event dates. Cool. You're prepaying
26:55 this. You're going to be doing a vacation anyways. Might as well just
26:57 like think about like a savings report. I don't think we need to complicate this
27:00 any more than that. Basically, the fast action bonus is you start now
27:04 >> and we do the deep dive immediately and you'll qualify to come to our event. So,
27:07 if we have an event in 2 months, everybody who prepays can attend and
27:10 gets the deep dive >> and you're always going to have one
27:12 within 4 months anyways if you're doing three a year. >> Okay? So, the only way they come to the
27:18 event or get the deep dive at least is pay. Got it. Okay. >> Next thing is we're going to go
27:22 acquisition. All right. Let's do ads. Right. What I want you to do is also
27:27 offer a $2,500 rebate as soon as they sign on and do their first date night.
27:31 They make a video of them doing the date night and what the experience was like.
27:35 And so then you can use all those for ads on the front end. >> Oh, I love that.
27:38 >> So you give them a rebate. So it's like it's 325, but you get $2,500 back as
27:42 soon as you send us the video. And it's just and it's and you obviously give us
27:45 permission to use it. Don't talk about money. Just talk about the experience.
27:47 Talk about what [music] it's like. >> Okay. And you would add the rebate cost
27:50 on top of the And then you take >> Got it. I got it. All right. I'm a big
27:54 believer in making ad machines in every business, [music] which is like I want
27:57 to have the normal function of the business create the marketing for the
28:01 business. I want a fusion reactor. I want something that can just self-
28:04 sustain. I don't want to have inputs that's always me to drive the business
28:07 [music] forward. And so whenever I can, wherever I can in a business, I want to
28:11 create some way of documenting stories, narratives, emotions, outcomes from
28:15 customers. [music] Think about how it works in sequence. One person advertises, that's me. That
28:20 starts the engine. Customer comes in, customer has a great experience, that
28:23 experience gets documented, that experience gets advertised, that
28:26 experience from that customer gets the next customer. So the only thing that's
28:29 really required to get the business started is me just doing one big
28:32 marketing push and then after that the snowball rolls on its own. Okay. So if
28:37 we're looking at these ads, do you guys ever run video? >> We've tried, but it hasn't performed as
28:40 well for us. >> Yeah. So I'll tell you a secret about video. Video has higher volatility than
28:47 images do. But your best ads will be video and your worst ads will be video.
28:49 >> Oh, fascinating. >> So video outperforms images if they're
28:53 good videos. >> Images outperform videos if they're bad.
28:55 [laughter] >> You guys make content, right? >> Yes.
28:58 >> Okay. So, can you pull up their Instagram real quick? What's your best
29:00 one recently? >> The one to the top right was >> Okay, there we go. To any man who's
29:05 married to a strong woman, here's a new lesson I've learned about masculinity.
29:07 [music] Your wife's strength does not have to compete with your strength. It actually
29:12 complements your strength. The strength of your wife does not threaten your
29:17 manhood at all. In fact, the more you encourage her to flourish in the areas
29:20 that God has gifted her in, [music] the healthier your relationship will become.
29:24 So, when you lead from this place, a place of collaboration rather than a
29:28 place of competition, you [music] actually become the strong man that you
29:31 and she wanted you to be in the first place. >> Love this. So, now all we do is take
29:36 that, run as an ad, and then put a 5-second CTA at the end. My wife and I
29:39 have been working together for this many years. If you're a couple and
29:41 entrepreneur and this resonated with you, come attend. We're doing a 4-hour
29:44 date night. It's going to be awesome. Like, we're trying to do the world's
29:46 biggest night. Either way, it's going to be a blast. It's absolutely free. Just
29:50 put in your information. We'll send you a couple texts to remind you, and we'll
29:52 see you there. >> Perfect. >> Love it. >> Love that.
29:54 >> That's great. >> What I want you to do is, cuz you guys
29:57 are cash constrained right now, is how many pieces of content you're putting
29:59 out a week? [clears throat] >> Like two. >> Okay. So, what I want you to do is get
30:03 to at least one a day. >> Okay. >> You're going to use that as your free
30:05 testing ground. You're going to take your highest performing clips and then
30:10 run those ads and just slice a CTA at the end. [music] >> Got it.
30:11 >> Okay. >> Okay. Okay. Perfect. So, we're going to
30:15 we're going to repurpose best performers. Did you get any business
30:17 from that? >> No. >> Is there any post that you've made that
30:20 has gotten you business? >> The closest we got to that was a podcast
30:24 interview that we did where the podcast hosts themselves loved us so much they
30:27 hired us to coach them. >> Okay. Got it. So, what I would also do
30:31 is I [music] want you to take that podcast and slice it up and run the
30:36 moments as both organic and [music] ads. I love that. Cool. That's the ad side
30:39 that I would do. Now, obviously, I think you should also make normal ads
30:42 following the standard advertising [music] process that we outlined in our
30:45 lovely leads book. You could still do the images. I would just run a ton more
30:48 of them. Like, how many images were you [music] running for this?
30:50 >> Normal campaigns, we do probably like 12 to 16. >> So, I would probably bump the end on
30:55 that to like 100 on images. [music] >> Okay. >> Just cuz like you just have no idea.
30:58 Literally just open up your iPhone. You have probably a gazillion images of each
31:02 other and hanging out. Literally run all of them. >> Okay.
31:05 >> Just all of them on the image side. And then [music] this with the organic that
31:10 will give you a good amount on camera roll. There we go. >> Okay. So, I think if we just did that,
31:15 you'll probably be good to go. >> Same copy. That is pretty.
31:18 >> Yeah. Your highest perform like copy usually needs to change very little.
31:21 I'll tell you a secret. For school last year, we spent tens of millions of
31:25 dollars on ads and we never changed the copy once. Wow. >> Okay.
31:28 >> Once the copy's right, you just keep changing the [music] creative cuz it's
31:31 like this is the message that resonates. Now, we just need to get it in front of
31:34 different people in different ways, different hooks in terms of the
31:36 creative, but like the actual words on the copy more or less say, let's do
31:40 funnel, which is not really existing. Okay. So, I do think that part of the
31:44 reason that y'all's show up rate is so low is because you don't actually have a
31:47 page. >> Yeah. >> So, lead form opt-ins tend to be the
31:52 lowest quality overall. I would [music] bet that you could probably get
31:55 somewhere in the neighbor of 25% if you ran them to a funnel. Now, that being
31:58 said, you'll get cheaper optins here, but you won't necessarily get cheaper
32:03 sales because you track CPA, right? Have you ever done it to a funnel or no?
32:06 >> Yeah, actually that the reason why we currently run lead form ads is because
32:09 when we track [music] the CPA all the way to the back end, the leads that
32:13 opted in through the lead form were the lower CPA. Okay. >> And higher qualified, too, which is
32:17 weird. Like even our agencies like we've never seen this, but okay.
32:20 >> I It's not common. Was that one campaign that you did that on?
32:24 >> No, we split tested for a year. What? >> Cuz I even thought I was like, "This
32:25 makes no sense. >> It doesn't make any sense." >> Well, then I'm not going to mess with
32:29 it. At the end of the day, the actual percentage shows and things like that
32:33 don't actually matter. Only thing that matters is cost to acquire. And would we
32:38 be okay with a $1,500 CAC on a $2,500 thing? Yes. Would we be cool with a
32:42 $2,500 CAC on a $2500? Yeah, sure. And now that we have the 9K, we're going to
32:44 get way more of those up front. >> Yeah. So here the common theme between
32:48 probably a lot of these different kind of episodes that I run with business
32:51 owners is that there's many things they could potentially improve in the
32:54 business, but there's usually one or two that are the big levers on growth. And
33:01 for Kyle and Ariel, it's the offer and the creative. So make a better offer,
33:05 make better creative. Better creative gets us better leads. Better offer gets
33:09 more of them to buy. We sing happily ever after as Butterworth draws my
33:14 breath. For now, I I'll say this. I don't want you to change it. I want you
33:17 to stick with what we have. Make better ads. [music] Have a superior offer. The
33:21 main test that we have to basically make the decision on, which we will by the
33:23 end of this, is do we want to run the same play again or do we want to run the
33:26 4-hour date night? >> It's hard cuz we've been just following
33:30 here's what works. Let's just keep doing what works until it stops working. And
33:32 now we're like, well, shoot. >> Well, what has stopped working right
33:36 now? I'll bet you that the messaging of the 5 days probably converts cuz because
33:39 your conversion has been fine. It's been it's been like attendance and [music]
33:41 stuff, >> right? And so for me, I'm like, okay, well, I do think that there's probably
33:46 way more people running 5day challenge stuff. And so that's fairly typical. If
33:50 you were to run it as a date night, I think that's a unique angle that is
33:53 unique to your business. >> You can still do the same amount of kind
33:56 of presentation time as you normally would, you probably slice some stuff
33:58 out, too, cuz you don't have to do intro outro every time. >> So probably is 3 hours of quality
34:02 content out of five. >> So that's like great. And then you can
34:05 just do a wrap-up pitch at the end. If you change nothing, you'd have twice as
34:09 many people there for the pitch. If the date night converts better than the
34:11 challenge, then it'd be even more. >> How much of this is like a date night
34:14 fun activity versus like what we do during the challenge, which is very like
34:18 tactical, heavy, objection handling, sales, you know, all that kind of stuff.
34:21 >> Well, you still provide value in the >> course, right? So, just do that.
34:24 >> Okay. >> And you can probably reframe the front a
34:26 little bit. Literally, just the introduction and the rest of it can
34:30 probably be the same. If I started, I was like, "Hey, everybody, welcome to
34:32 date night." If you're anything like us, date night is not business or fun. It's
34:37 both. And so, we're going to do that together. All right. So, let's start and
34:40 then you're in, right? So, it's I think there you go. We've just merged it. Now,
34:43 we're in. Perfect. Okay. That's a great frame. >> You just need a frame. That's it.
34:46 >> So, what's your upsell percentage from the inerson events that you have now?
34:50 >> So, our inperson events, we've held two so far. Last year was the first time we
34:53 had the lower ticket offer. >> We focused way too much on production
34:56 and providing value and like barely pitched. So, we weren't that
34:59 intentional. So, therefore, I think we only sold one of the higher tier program
35:03 at our last event, which covered the cost, but it' be great to like do a lot
35:06 more. How many people did you close in general out of the people who attended?
35:09 >> I mean, it would be like one out of 50. >> No, but what about to renew on the lower
35:13 ticket thing? >> We didn't. >> Oh, only one person total. [laughter]
35:15 >> Yeah. No, it was >> okay. You definitely didn't pitch. Okay.
35:19 Got it. We didn't pitch. Yeah. It was We went too soft. And I know you say if
35:21 you're going to pitch, pitch. If you're not, don't. We screwed that up.
35:23 >> Yeah. >> So, how many days is the event? >> Two.
35:27 >> Okay. So, number five is me renewable. So, this is me just planning ahead. If
35:30 you just do the stuff we were talking about, like the business will probably
35:33 already triple or more. Not triple. Sorry. If it's 3 million, then it would
35:35 be more than that, like seven or eight x. Okay. So, you've got day one, you got
35:39 day two. Intro is going to matter a lot. It's one of the most important things of
35:42 an event. It's just blowing people away. Be on top of it. It's a lot of little
35:44 details. >> Yeah. >> Greet them by name. Have specific facts
35:49 about their business, about their marriage that you bring up to each
35:52 person. I would try and have a list of people that you can tag so that Do you
35:55 have help for these events? >> Yes. >> Take the list of people who are going to
35:58 be there. Break them into different rosters. Be like, "You're on A, you're
36:01 on B, you're on C, you're on D." You can give different lanyard colors so that
36:04 they can basically know, oh, this is green, this is blue, this is yellow,
36:07 this is orange. And then you're in charge of yellows, you're in charge of
36:10 reds, you're in charge of oranges. Make sure that you tag all. They have a
36:12 little list and they have the two facts they're going to bring up to them.
36:14 They're like, damn, these people are on top of it. >> And so that's the in between. So you'll
36:19 have your intro, you'll have meet one, meet two, and then you have your break,
36:24 M3, M4, and then you'll probably have your pitch, and then you'll have another
36:28 intro again. Sorry, M1, M2, and then you'll have lunch. And then I think here
36:32 is where you do a soft repitch and then [music] you do M3 M4 and then [snorts]
36:35 wrap. >> Does that make sense? >> Makes a lot of sense.
36:39 >> Yeah. I would say here I would do a dinner of some sort. People who buy get
36:42 to go to dinner with you guys. So reserve a nice place. >> So that gives them a media reason. And
36:48 then here this can typically be shorter. So this can usually be like 15 to 30
36:52 minutes. That's just, hey, my team tells me X, Y, and Z from yesterday. So I
36:56 wanted to handle some of those things up front for you, but I'm going to try and
36:58 frame this in a way that's still valuable. And so it'll help you with
37:00 your business too. >> Okay. Yeah, I like that. >> Yeah.
37:03 >> So teach while simultaneously overcoming objections. Got it. And that's what the
37:06 re pitch is. Now for this pitch, would you do like the full hour?
37:09 >> You don't typically need to. >> Oh, okay. I >> I'm a big believer in like just provide
37:14 value. I think stories and narratives are really powerful here, frameworks,
37:17 things like that. And then basically at the end, I think just having like if
37:20 today was valuable, do you mind if I just tell you a little bit more about
37:22 what we do? >> Sure. And then you're talking 15 minutes
37:26 >> stack and close. >> Okay. >> That's it. Got you.
37:29 >> You basically just make the offer, let them know how to get it,
37:31 >> call to action, >> and then come to dinner with us for
37:33 everybody that does it. Yep. >> That's a huge relief because in my mind,
37:37 I'm like, every single thing we do from start to finish, we have to structure in
37:39 a way to like lead to it. >> But for right now, you haven't sold
37:43 anyone. And so, we're going to start with >> just selling and having a clear offer.
37:50 >> And then just asking again [laughter] >> and we're going to leave it there for
37:53 now. Of course, if you weave in some like in the examples that you use in
37:56 each of the media sessions, you're like, "Hey, like you want to weave in the
38:00 different avatars, both psychographic in terms of what are the belief systems
38:03 that these people have." And then also what are the typical problems that
38:05 they're dealing with cuz that'll be different too. And I'll bet you of the
38:08 three, if I had to pick for diversity, that would be the one I would want to
38:10 make sure I had the most diversity in. The biggest one is going to be the
38:13 diversity of objections. These ones where their business was crushing it,
38:15 but the marriage wasn't. The other ones, their marriage was crushing it, but
38:18 their business was actually causing problems because if they just had that
38:21 right, they'd be good to go. other ones. Let's talk about kids. Basically,
38:23 hitting the different things that someone's going to bring up.
38:24 >> Okay. >> We all have unspoken limiting beliefs
38:29 and the [music] difficulty is recognizing them. I think this is in my
38:32 book. My favorite quote of all time that will likely be on my my tombstone is the
38:38 value equation, which is we question all of our beliefs except for the ones that
38:41 we really believe in and those we never think to question. And so, I think it's
38:44 such a powerful statement because we are limited by invisible chains of our own
38:49 making. And so many times in my life, I've been living inside of a cage that I
38:53 didn't even know existed. [music] And so they are enslaved to this business right
38:58 now because of their beliefs about the fact that it must be this way or that
39:03 there is no possible alternative reality in which they could sell people and help
39:08 them in a non1 scenario. And all I wanted to do was just bring in evidence
39:11 from other scenarios where people get more help from being in larger groups,
39:16 not one-on-one, so that people could not be ashamed. But these blocks exist all
39:20 over the business. It could just be from the price or no one's going to like
39:22 these ads or no one's going to want to buy this offer. It's like you don't know
39:26 until [music] you try it. And if you're not sure, just look around because if
39:31 you're in a tremendous amount of pain, then you should be incredibly motivated
39:35 to disprove the belief that you [music] have that there's a way to solve this
39:39 problem. Now, when you say renewal, are we renewing into the lower tier offer or
39:42 should we >> I think you should only ascend as >> for the existing and I would just let
39:46 them know, hey, we're sunsetting this and so you guys bought a year or
39:48 whatever it is. >> And so, [music] the nice thing is that
39:51 it's super light on delivery for you guys anyway, so it's not a huge deal.
39:54 And I would sunset it. So, those are the big five. Cool. So, I'm going to recap
39:56 them for you and then we'll put this in a bow. >> Quick question, too, on the renewals.
40:00 Like, would you do a specific incentive for renewal? >> Would I have an incentive for immediate
40:04 renewal? Yes. So, I'll give you a couple different ones that you could think of
40:06 that you might think is more compelling or less. You could say, "Hey, for
40:10 everyone who renews today, we'll buy you first class tickets to the next event or
40:15 all three events next year." >> Love that. >> I actually like it because the
40:18 experience really does start when you leave home. And so it's like you got
40:21 champagne on the plane, you're getting wine set. And so what's the total net
40:25 cost on that? It's like six grand maybe. So you can keep the price the same
40:28 [music] and you can add that in. Or you could say a very classic fast action
40:31 bonus or something like that. Just knock five grand off the price
40:33 >> for immediate renewals. Okay. So renewals for the high ticket and then
40:37 lower tickets is for sunsetting would just be ascension. >> Okay.
40:40 >> In between right now add in the quarterly and the deep dive.
40:41 >> Okay. Okay. >> For now. >> And people will pay 25K for that
40:45 >> for sure. I mean the only other things are modules they're not using and calls
40:47 they don't care about. >> They do love the Slack though. You know
40:50 they can ask us a question. >> Well the thing is is that there's things
40:55 that people might love after they buy and then there's things that people will
40:58 love before they buy. I'll give you an example. So at Plant Fitness they have
41:01 like a pizza night once a week. I think it's Tuesday or whatever. It's like you
41:04 can get pizza. [music] The reason they do it is because they're like, "Listen,
41:06 at the very least you can come get pizza here and it's going to be cheaper than
41:09 this membership. You get free pizza." So, it gives people to buy, but then
41:12 people don't even eat the pizza because they don't go to the gym cuz they feel
41:15 guilty. [laughter] >> But the thing is, this is a great little
41:18 stick. The reason someone buys isn't always necessarily the reason someone
41:20 stays. Now, if people haven't been ascending, then the slack is takes up
41:24 your time, but it's not causing them to buy again. [music] >> True.
41:26 >> Yeah. >> True. >> It's just a time suck. So from the
41:29 outside looking into Slack isn't necessarily a selling point as much as
41:32 it is a something people like afterwards. >> The reality of it is that you have
41:36 reinforced them messaging you all day. >> True. >> Yeah.
41:39 >> So they message you and then the latency between you responding then reinforces
41:43 them doing that which means the group's probably not super active. Your Slack
41:46 messages are super active. >> And so it's like we want to redirect all
41:50 of that activity to the community because think about all the value that
41:52 lives in all your Slacks. Right now it's to no one. So if someone's going to ask
41:54 you a question, I'll answer for everybody cuz that question is not one
41:57 of a kind. Now, the other piece that I would break that you pierce the veil on
42:01 is we set this up with oneonone two days a week. You guys are Christian, right?
42:06 Okay. The amount of church relationship communities where it's 10 people in a
42:09 room, 20 people, 20 couples in a room and they get up and they talk.
42:13 >> You have a super personal people get up in front. >> I think it's a belief that you have, but
42:17 like couples problems are couples problems. So, here I was hitting her
42:20 from behind. They're not going [laughter] to they're just going to be
42:22 like we're having trouble in bed. And everyone knows what it means. The flip
42:25 side of how I would sell it is listen, [music] one of the hardest parts of
42:28 being a couplereneur is it's lonely. And so wouldn't it be nice to know that the
42:31 struggles that you have are struggles that other people share too?
42:34 >> And to be clear, I would use the exact examples. I'm not going to be saying
42:37 like what are the positions you're rotating through? Like have you brought
42:40 a friend in? I'm kidding. I'm saying like like you're it's like all right
42:44 well she threw her wig on. Ah, you know, >> but like no one's like
42:48 >> clutch my pearls. They're married. Do whatever you want.
42:52 And so I think it's a belief thing and it's like you're not talking erectile
42:55 dysfunction. You're just talking about the relationship and those are going to
42:58 be commonalities and I think that longterm they'll probably feel more
43:02 kinship the idea like they're suffering from the same business [music] issues
43:04 and the business advice you give helps everybody. The relationship advice you
43:07 give helps everybody. Now there is a ratio where it stops being small group
43:11 and becomes one to many. >> Yeah. >> So basically after like I would say
43:15 sevenish it's now not enough individual time. I think if you guys did one on
43:19 four [music] and you did the four 90minute sessions, >> yeah,
43:23 >> I think you'd be fine. It's harder to go from one-on-one to one to many. So, if
43:26 you're going to change it, I would just change it. >> Okay.
43:28 >> What do you think? >> If we are currently doing like weekly
43:32 group calls and Slack, there's almost a constant flow of question answering and
43:36 things like that. If we're just going to quarterly calls and the events, there is
43:40 none of that. It's almost just the experience of coming together at the
43:43 events and then getting the strategy each quarter. Do you think there would
43:47 be any push back from people not being able to ask questions on the strategy
43:50 that we map out every quarter? >> Maybe. >> Okay.
43:53 >> How much does it matter? And so I think again a lot of this comes down to
43:55 framing. >> Yeah. >> And so if I'm going to work with
44:00 someone, for example, I'm not going to be like, "Hey, hit me up whenever."
44:03 Because the thing is is that doesn't serve you because that means that I'm
44:05 making all your decisions for you, which means that you never learn, right? You
44:08 also never learn how to prioritize. if every single thing you just outsource
44:11 your decision-m to me which is not a good life for me or you
44:13 >> and that has happened of >> course it is and so the thinking process
44:18 that I would have is by doing it this way you'll be fully focused on the
44:22 fewest things that matter most anyone can give you more things to do it's
44:24 about doing the fewest things that make the most impact just as much as it is
44:27 for the relationship as much as it is for the business >> cuz like your wife you could I could
44:32 probably give this list of 10 things but if you just said thank you for doing the
44:36 dishes every single day and maybe pick up the kids once a week get her some
44:39 hours. If you just do those three things, the marriage is fixed. Let's
44:42 just think about how do we remove everything that's preventing you from
44:45 doing them. So, I think a lot of it will shift subtly in terms of how you're
44:48 presenting it in the pitch. But >> I would call that out. If you're the
44:51 type of person who's like, "Hey, I want someone to tell me exactly what to say
44:55 to my wife every single day. >> Here's the thing. I'm not married to
44:57 your wife. >> You married your wife." And so, if I were to do that, I would be doing you a
45:01 disservice because you're never going to learn. >> I'm just going to be chat GPT for you
45:05 for relationships. And you know what? You should use chat if you because he's
45:08 not bad. [laughter] These day-to-day things, what we're here
45:11 for is for the big decisions. >> Yeah. >> That's where we provide the most value.
45:13 >> Okay. >> Because if you look back on your life,
45:16 there's a handful of decisions that created the life you have.
45:18 >> And we want to make the next handful of decisions exactly what they should be to
45:21 get you the life you want. >> And that's fantastic framing cuz I've
45:25 even told her too that my brain feels like chat GBT because I'm basically
45:28 answering questions all day long. >> I want to live. >> Yeah, it absolutely is. Along the same
45:33 lines of that though, the best case studies we've had of couples, and we're
45:36 very blessed to say that we have 20 videos of just amazing case studies of
45:40 people making more money going on date nights. >> I don't know if that would have been
45:44 possible had we not held them accountable to taking the steps and stay
45:48 focused cuz between one quarter to the next, I mean, you know, how much can
45:50 shift and people shift priorities, people get distracted, whatever. So, how
45:53 do we mitigate that part? >> So, I'll give you escape valve and then
45:56 another frame. >> Okay? So escape alphant want which is
46:00 who here has seen or heard of who wants to be a millionaire. So everybody had
46:04 three lifelines right? One of them was call a friend one was move the
46:09 statistical. So for us you've got four 911 calls or two. [laughter]
46:14 >> If it's a 911 emergency then by all means let us know and we'll figure it
46:17 out. But that way it's on an escalation basis. Again the goal here isn't for
46:22 them to be dependent on you. The goal is for them to learn the skills so that
46:24 they can get to where they want to go. Anyone can give you a lot of things to
46:27 do, but that assumes unlimited resources, which you do not have. And
46:30 so, realistically, all of you guys here, let's just be honest, you're going to
46:34 dedicate maybe 5% of your time to this. >> So, we want to crush that 5% so we get
46:39 the 80% 180% benefit from it. >> Yeah. >> That's the value of strategy.
46:41 >> Yeah. >> And that makes 100% sense, too, as to
46:45 why people aren't renewing because they feel like they haven't used all of the
46:48 resources. >> So, it's actually hurting us from both angles. Yeah.
46:52 >> Of course, Planet Fitness figured this out. But there was this huge amount of
46:57 big health clubs, right? And they had raball courts, they had swimming,
47:00 swimming, they had basketball, they had weights, they had cardio. But when they
47:03 did their research, they found out that 80% of people just use the cardio mostly
47:07 and then a little bit of weights. And so they said, "Cool, we'll just cater to
47:10 the 80% and we'll dramatically be able to reduce our cost to open and be able
47:14 to reduce the price and transfer that to the customer." And so what happens is
47:17 when health clubs were charging $59 a month, $89 a month, people are still
47:20 only using those two things for the most part. And so we think, "Oh, I'm going to
47:25 add more stuff to provide more value." But all you do is create a larger
47:28 discrepancy between consumption and lack of consumption. Look at all the stuff
47:31 I'm not using, which means I'm not getting my money's worth. Rather than
47:35 thinking, I'm getting all this for $59. They're just thinking I'm only using 20%
47:37 of my $59. >> And so it doesn't matter what the price point is, people still cancel because
47:41 they just think that they're not using as much as they should.
47:44 >> So that's why when I went back to the bonuses, we want to make sure that the
47:46 things that we're putting there are absolutely going to be used because
47:49 they're valuable. >> Yes. >> Yeah. >> Okay.
47:52 Anyone who's watching this who has a product, you need to pay attention to
47:54 this. [music] So, let's say that you have some sort of mini stack. I like the gym membership
47:59 because it's the simplest example, right? You've got a spa and you've got a
48:05 pool and you've got basketball court, you've got tennis, [music] you've got
48:10 weights, you've got cardio, right? There's all these things that we have
48:14 for one low price of $29.99, whatever it is, right? The problem is most people
48:18 are only going to use one of these things throughout their entire career.
48:21 And so you might think, "Oh, I'm giving them all this value for $29." But what
48:27 they're seeing is that they're not using this. And so this is now waste instead of even
48:35 added value. And so it's much better to just give somebody 100% of what the only
48:39 thing they want and charge them appropriately for it because now they're
48:42 getting 100% of what they desire. I know this obviously doesn't fix the strength
48:46 problem of our delivery, but what do you think about doing like small group
48:50 monthly instead of quarterly? So that way it's like setting the plan for the
48:53 month, they execute on it and doing it every month [clears throat] with four
48:54 couples. >> You would have the same exact thing as the one-on-one situation.
48:57 >> Yeah, >> it's easier to change a cadence than it
49:00 is to change a ratio. >> Okay. >> So if you wanted to start with we do
49:04 monthly and it's one-on-one jealous call, but >> you wouldn't do it though.
49:08 >> I just prefer to think what like it forces you and it forces them to
49:11 prioritize. [music] Yeah, I do like that. >> Yeah. >> And for them to make decisions not rely
49:15 upon us. >> Yeah. Come to us with the big [music] decisions that are going to affect your
49:18 marriage and business. >> And our deep dive in the beginning that
49:21 we start with is we're going to be identifying what those levers are.
49:24 >> That's what we want to talk about. What you're having for dinner on Tuesday,
49:26 what cool date idea that you're going to have. We've got resources for that
49:29 stuff. You don't need me to tell you she should do clay pottery or wine and paint
49:32 night or whatever the hell you want to do. >> You don't need me for that. You could
49:34 Google her. >> Oh yeah. >> The things that I can actually help you
49:38 with are going to be the rare things that will have the bigger biggest
49:40 [music] impact on my life in your life. Yeah. >> And that's the highest leverage you
49:44 >> for everybody. >> And it be like cuz listen, if we were to
49:48 do it where it was one-on-one and it was every single week, we'd have to charge
49:51 $200,000 for it. It wouldn't make sense. >> Yep. [music]
49:54 >> So this still gets you the 8020 of that >> and then you get all your time back. I'm
49:56 loving this. >> Yeah, I do. >> When Alex clarified exactly what we need
50:02 to do, I feel like that's going to lead to even more bliss in our relationship
50:05 because I'm no [music] longer going to be tied to a lot of client delivery.
50:09 Even though we love our clients, it's going to free up more time for us and it
50:13 creates a much simpler path to hit our goals as a couple. >> Yeah. And it allows us to feel like we
50:16 can move lock and step in the same direction towards the goal. And it's a
50:19 lot of what we help our clients do. So, it's cool. >> Yeah.
50:22 >> What would you do with the people that are currently in that offer? Would you
50:25 continue to serve them the same way? Would you tell them that we're making an
50:27 adjustment? Like, how would you transition that? >> Here's the great news. Because you
50:30 currently don't renew anyone. [laughter] >> Just wait.
50:33 >> Well, the thing is is that like it doesn't actually matter that much. So,
50:36 you can continue to see like always keep your commitments. You made a promise,
50:39 you keep it. Done. >> But in terms of, hey, this is what we're
50:42 doing going forward. Then that's it's a new agreement. >> Yep.
50:44 >> New terms, new agreement. >> Believe it or not, we've actually got
50:47 completely stacked because we're good. >> And so because of that, we still want to
50:50 help you. And we think this actually is. And here's the thing, and this is where
50:53 I think people mess this up. They will try. They will apologize essentially for
50:57 saying, "Hey, we're oneonone. Now we're doing 14. It's hard. We're just No, this
51:01 is better. >> Yes. >> This isn't as good. It's better. It's
51:04 better cuz you're going to have other people. You'll hear somebody else's
51:07 question be like, "Ooh, that's a good one. I should have I should have thought
51:09 of that or I even think about because the thing is is that somebody might have
51:11 already solved your problem and they're on to the next problem. And this also is
51:15 why we don't need to meet as often because you're going to hear a higher
51:18 variety of questions being answered so that when you do have the next problem a
51:21 month later you're like, "Oh, Sandy, I remember what you said to Sandy. I'm
51:22 just going to do that." >> Yeah, that makes a lot of sense. Yeah.
51:27 >> All right, let's recap this. B number offer is going to be 25K/30K
51:38 if they do a payment plan. We're going to do layaway as a downell with 3 months
51:42 which is 9K upfront. You can also do 10 if you feel like it. And that's going to
51:46 come with two times per year in person, one on four quarterly. You can do one
51:50 deep dive one-on-one. That's fine. So it's like we're going to do the deep
51:52 dive one-on-one with you and then you're going to get in the group.
51:53 >> Okay, >> got it. 101 deep dive and the group. All
51:57 right. Second thing is we're going to test date night angle. So we're just
52:01 going to take your 5day, put it vertical. Yep. >> Eliminate the transitions and then crush
52:06 it. Number three, ads. So I'm going to split this into two cuz I think so
52:09 basically more organic daily which goes into ads >> plus CTA at the end. 400
52:16 plus images from your camera roll. And then for renewal, you're going to set it
52:20 up and actually make the offer. Let's [laughter] go at inperson. And the
52:24 easiest way to do that is just ask them when they're going to come back. That's
52:28 it. This is the next date. Let's do it. So, I think that this is already a 5x on
52:34 your price cuz you're going to probably convert about the same amount of people
52:38 because believe it or not, fun fact, what matters more for the conversion is
52:43 the first payment. So, $5,000 this is $9,000. Really, you're going to
52:47 be positioning as 2500 to 3,000. >> Yeah. >> So, the cash up front is going to be
52:49 more or less the same. This is me just trying to get you to believe. All right.
52:53 I like this angle. This is the big kind of like unknown, this could be like a
52:57 one to 4x. >> Okay. >> Because if this crushes, which I really
53:01 feel like it would, like you might just have a whole new way
53:03 >> of selling in the industry. If I were to enter this industry, I would probably
53:05 enter this way. >> Yeah. Okay. >> Organic daily. This will just improve
53:08 your ads. >> So, this could be an easy 1.5x, maybe 2x if we're lucky in terms of decreasing
53:14 CAC. And then the renewal is just going to extend out the LTV longterm. So,
53:18 that's going to be year two, year three where this is going to matter.
53:21 >> Gotcha. Okay. And just to clarify, the renewal since we're doing this event in
53:24 a month, it would be the renewal to the new style offer. Okay, got it.
53:28 >> Yeah. All right. >> This is a combination of couple couples
53:32 insurance and couples accelerator. >> Downside, you do absolutely nothing and
53:35 you come twice a year, we could still absolutely change your marriage and
53:37 it'll be the moments that you remember most. On the upside, you actually do the
53:41 work with us. Again, use the examples I gave. Hey, all been to church. The
53:44 problems that you have aren't [music] unique. And so, one of the big things
53:47 about shame is it lives in darkness. It makes you feel like you're alone.
53:50 >> Yeah. True. Yeah, I know. That was great framing. [laughter] I love that. And you
53:54 also mentioned resources, too. If people have questions, hey, we have resources
53:56 for that. Would you make that available? >> Have you defined shame and guilt?
53:59 Because I think it's probably helpful. >> So, shame is when you break other
54:03 people's rules that you respect >> or care about. >> Guilt is when you break your own rules.
54:07 So, sometimes if your rules are the same as everyone else's, you'll feel guilt
54:10 and shame. If you don't think what you're doing is wrong, but other people
54:14 do, you'll just feel ashamed. >> Yeah. Yeah. >> And if you do something that isn't
54:17 really wrong in other people's rules, but is for yourself, you'll feel guilty.
54:20 >> Yeah. >> And so I would explain that when someone's like, I don't want to be in
54:23 these other people. I was like, let's just nail this. Let's just hit this on
54:26 the head, which is that you're afraid of being embarrassed. >> Sure.
54:29 >> So why do you feel embarrassed? Because you think you're the only person who
54:31 deals with that. And it's self-fulfilling. So I think we've done a
54:35 lot of thought. [laughter] >> We consulted our elders >> and we actually think that we want to we
54:40 want to bring it to the light. We want more people together so you realize that
54:43 this isn't something to be ashamed of if you have an issue and it's normal. And
54:48 the only thing that's not normal is that people think it's not normal.
54:50 >> Yeah. >> Yeah. I love that reframe. [music] >> Absolutely.
54:53 >> Even the definition of guilt versus shame. I think it's perfect.
54:55 >> How do you feel about the spine? >> I like it.
54:57 >> Love it. >> You feel like you can do it? >> Of course you can do it.
55:01 >> So coming into this, we had a thousand different ideas of how we can grow our
55:05 business. And we were so excited to hear from Alex because he has the perspective
55:09 of a bunch of different business models and a bunch of different marketing
55:13 models. And now having got to sit with him, we feel very clear on what is the
55:17 next best step. Out of the thousand things that we could do, we feel very
55:21 clear that we could take the steps that he gave, implement it, and actually have
55:26 more time in the process. So, even as a couple, I think what Alex equipped us
55:29 with is going to allow us to be even more aligned on where we're going, even
55:33 more fulfilled, and just allow us to help and serve even more couples. So,
55:36 we're super excited about it. >> To put a little bow on everything that
55:39 we're going to do with Kyle and Ariel's business is number one, we're going to
55:43 have a new backend/frontend offer cuz it's just going to combine it into one
55:46 offer. We're going to do a little deep dive with one4. So, we're changing the
55:50 delivery ratio to just give them exactly what they need and expand their supply
55:54 capacity. Number two is we're going to test the date night angle. I think it's
55:57 going to crush. We'll see. But I feel pretty bullish on it, especially when
56:00 they gave me their reaction that date night was like people's most favorite
56:03 thing. I'm like, let's put that on the front end. Number three is just being
56:07 more consistent with organic so that we can actually create more testing for
56:10 free with ads cuz they're a kind of cash constraint business. So the easiest way
56:14 to test ads is just post them, see how they do for organic, and then just add
56:17 the CTA later. So anybody who's broke like consider doing that. Number four is
56:23 running a ton of images as statics for the ads because they had images that
56:26 were working better. That's fine. It's usually because the videos they make
56:30 suck, not because images are more compelling than videos. Videos are for
56:33 sure more compelling. But static images are better because people's imaginations
56:36 fill in something that's compelling rather than a video that they know
56:40 wasn't good. And then finally, we're going to build more recurring revenue in
56:45 the business by having all the renewals occur in person, which is the highest
56:48 likelihood of closing. And so with those five changes within the business, I
56:50 think they're going to unlock a tremendous amount of growth. And if you
56:53 liked this video, you're going to love this next video where I break down a
56:56 different business so that you can use the same tax they did, make all the
