You need to advertise more

Added: 2026-05-27

[00:00:00]For each of the different ways of the core four, the ways of the warrior, the ways of the marketer, right?

[00:00:06]We have our I'll redraw this for everybody. We have our outbound, we've got outbound.

[00:00:11]We've got uh we got paid, paid ads. And then we've got, you know, organic or content, right? We've got organic.

[00:00:18]Okay. Now, how do we do more, right? So, from an ads perspective, we'll start here.

[00:00:25]More can simply mean more money.

[00:00:28]It could also mean more creative. It could mean more platforms. All of these things are versions of more. And so, I will typically do this in reverse order of risk, right? And so, that means that I think that if I'm going to if I'm going to put this in order for paid, it'd be like, "Okay, well, the first thing I'm going to do is make more creative." If I have more creative, I have a higher chance of getting more winners. If I have more winners, then I'm going to get better ROAS, and I'll be able to scale to more markets, more avatars, more segments. Great. So, that's the first more I'm going to do.

[00:00:57]The second more I'm going to do is I'm going to say I'm going to spend more money on ads. How can I take my $100 a day and spend it for $1,000 a day? What stops you from doing that, right? And then third, if I do step one and step two, and I make way more creative, and I spend more money, then at that point, I say, "Okay, what Now that I've built this machine that can create 10 times the the creative volume, how do I do this um within the context of uh Instagram?

[00:01:22]Or how do I do this in the context of Tik Tok? Or how do I do this in the context of X, right?" Each of these platforms. So, some of you guys don't know this, but for the launch, for the Money Models launch, this puppy, haha, right?

[00:01:32]So, for this guy, the reason we were able to do 105.whatever million at the launch is because we didn't just like we advertised so much, right? So, we did, I think, 2,000-plus ads before the 6 weeks out began. We had banked those 2,000 at 2,000.

[00:01:52]Like, count to 100, and then do that 20 times. And if you count it, it'd be like, "Wow, this is really boring."

[00:01:58]That's how long it takes to count to 2,000. We made 2,000 ads, which takes significantly longer than counting to 2,000. And so, this is what people dramatically misunderstand is the amount of work it takes to do more.

[00:02:12]Because then I can say, "Well, my editor I only have five editors, and I can't do They can only do, you know, they can only do five ads a day each, and I have That's 25 ads a day is all we can put out."

[00:02:21]Well, if I got to 2,000 ads, do I think that I would have a higher likelihood of hitting this big goal?

[00:02:27]Yes. What would it take? So, it turned out when we did the math, it took 15 editors. And so, that means that we had to contract 10 more to do the editing.

[00:02:35]What does that cost? A lot less than 105 million. So, we did it. Right? So, we figure out what would it take to get this big goal in terms of volume, and then what are the resources required to do that, and then is it worth it? And most times, the answer is a resounding yes. Not a small yes, a big-ass yes. And so, then we say, "Then what's stopping us?" And the answer is almost always nothing.

[00:03:00]Just do more.

[00:03:03]Now, that's how I would attack paid from a more perspective, right? From uh from a content perspective, it's the same thing in in terms of scaling uh scaling editors. Now, one of the interesting things about doing more is that doing more is so painful, right?

[00:03:17]It's so much work. It's a lot of work to do more. But, that pain forces another forcing function, which you don't need to try to do, it will occur on its own, which is you will try and minimize how much work you're doing. Or at least you will try and get more. If you have a fixed work, like, "I'm going to do 100 calls no matter what. I'm going to do 100 minutes of content no matter what."

[00:03:35]What do you think happens?

[00:03:38]You think, "Man, it'd be really nice if I got higher pickup rates."

[00:03:41]So, then you start looking at your time and saying, you know, people pick up more in the afternoons for my market, or they they pick up really hot between 5:00 and 7:00 a.m. in this particular market, whatever, assuming you're you know, follow the law, whatever.

[00:03:52]You start getting better. You start looking at the data. You start saying go like if I'm going to do all this work, I might as well make it worth it, right?

[00:03:59]But you have to put yourself in that pain, that pain of the lack of leverage, the pain of it being um inefficient to drive as there's a massive spit cloud that just came out. You missed that one.

[00:04:11]That was That was epic.

[00:04:12]>> [laughter] >> So, you have this massive inefficiency that happens, but you have to keep it there because what happens otherwise is like the weak-minded, the weak of will will do 100 for 1 day or 2 days in a row and they'll say, "I didn't get the result I wanted." It's like, "Duh!

[00:04:26]Of course you didn't. You didn't do nearly enough." And so, the reason that your business is may feel volatile or erratic, you're like, "I don't know why.

[00:04:33]Sometimes we have high sales. Sometimes we have low sales. It looks like this, right?" So, let's say that Let's walk through an example. Let's say that you do one sale on Monday of this week and then you do one sale on Thursday of next week and you do one sale I'm going to make I'm not going to draw on the whole thing. So, let's say a one sale on Friday uh of the the following week and then one sale on, you know, Tuesday of the week after that.

[00:04:54]So, you're doing one sale a week and they're kind of happening all over the place. So, your your sales look like this, right? That's That's what they look like.

[00:05:01]Let me give you the the realest take I possibly can.

[00:05:06]There is a level of advertising that is occurring that is generating four sales per month for you. There's a level of letting people know about your stuff that is happening.

[00:05:17]If you want to get to one sale a day you would have to 7x that level of advertising.

[00:05:25]Period. And you might even have some inefficiencies cuz you might not get the same out of you doing 7x. So, you might have to 14x assuming your efficiency drops.

[00:05:36]And so what? How much would it take for me to do this 14x?

[00:05:40]And is the amount that it takes me to do the 14x less than a 7x for my business?

[00:05:46]If the answer is no, then what's stopping you?

[00:05:51]Right?

[00:05:53]And so, this this thinking pattern is why I think people stay small. They get obsessed with the margin. They get obsessed with with the relative returns.

[00:06:01]They get obsessed with the optimization.

[00:06:03]But sometimes you just have to do a violent, unreasonable amount of work for an extended period of time because part of volume is the consistency associated with it. We couldn't make 2,000 ads in a day. We had to make 25 or 50 ads and we had to do it every single day for hundreds of days in a row to get to the point where we could make 2,000. Right?

[00:06:24]And that was before we started. We ended up what? With 3,000? Like 2,800. 2,800.

[00:06:28]We made 2,800 ads. But we're like, "Man, I can't I can't scale my ads past a certain one." You don't have enough.

[00:06:35]We spent 500,000 a day. Per day at the end of the launch. Last few days.

[00:06:42]And you can only get to that level of scale with an equal amount of scale in terms of the inputs.