Building a business and brand isn’t easy, but with the right strategy, the rewards are massive. In today’s episode, Lauren shares a powerful content diversification strategy that led to a client cutting their cost per lead by 50%.
We also explore valuable lessons from Alex Hormozi, including his approach of giving away valuable content up front, without expecting anything in return. He achieved over $80 million in book sales in 24 hours after years of sharing free, valuable content with his audience.
We’ll show you how you can implement Hormozi’s strategies in building your brand. Plus, we offer a free demo of our content diversification and sales funnel strategies that you can copy and scale your business. Tune in for this and much more!
In This Episode:
03:14 Case study: Five horsemen of the ads apocalypse
07:23 Creating tailored ad copies with Meta AI
14:00 Marketing qualified leads vs sales qualified leads
22:07 Lessons from Alex Hormozi’s $81m book launch
25:01 Content diversification strategy demo
33:47 Alex Hormozi’s $100M money models
43:28 The power of consistency and showing up
Mentioned In the Episode:
- Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models
- Previous episodes with John Moran: https://perpetualtraffic.com/?s=john
- Alex Hormozi’s interview on the Jack Neel Podcast: https://www.youtube.com/watch?v=5f_UL-z1xgI
- Hire Tier11: https://www.tiereleven.com/apply-now
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- LinkedIn – https://www.linkedin.com/in/ralphburns
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- Hire Tier11 – https://www.tiereleven.com/apply-now
Connect with Lauren Petrullo:
- Instagram – https://www.instagram.com/laurenepetrullo/
- LinkedIn – https://www.linkedin.com/in/laurenpetrullo
- Consult Mongoose Media – https://mongoosemedia.us/
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READ THE TRANSCRIPT:
Alex Hormozi’s $100M Money Models Launch: Debunked & Key Takeaways
00:00:00:00 – 00:00:11:17
Lauren
Building a business. Building a brand isn’t easy, but when you do it and you really commit to it, you can potentially cash out. Alex Hormozi just sold a bunch of cookbooks to people that don’t cook.
00:00:11:18 – 00:00:16:02
Ralph
So there’s a lot of lessons here in today’s show. There’s content diversification. There’s on.
00:00:16:02 – 00:00:23:08
Lauren
The screen. I’ve got like, here’s how my pipeline is set up for my company. Everything that is set up within high level, it’s literally here. This
00:00:23:13 – 00:00:25:12
Lauren
woman, Jen, shared today
00:00:25:12 – 00:00:26:10
Lauren
that she implemented
00:00:26:10 – 00:00:34:02
Lauren
that strategy and saw her cost per lead go down from $32 to $16.
00:00:34:04 – 00:00:46:00
Ralph
Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, founder and CEO of tier 11, alongside My Genius co-host.
00:00:46:02 – 00:00:52:22
Lauren
Lauren Petrullo of Mongoose Media.
00:00:53:00 – 00:01:16:10
Ralph
That’s good. If we’re going to keep that in the mix right there. No, no need to do take two on that. So glad you joined us here today. If you are a genius marketer or want to be a genius marketer more, this is the place for you. Director of marketing, VP of marketing, CMO. As founders, we do marketing the right way here through metrics that matter and growth at scales.
00:01:16:12 – 00:01:34:22
Ralph
And Lauren Petrullo is the resident genius here because she was called that earlier today. And she’s going to drop why somebody called. Why did somebody call you a genius? Aside from me, I always start off with something that makes you blush, which you’ve done hundreds of shows and still does every single week.
00:01:35:00 – 00:01:39:15
Lauren
Look, I can’t help it, okay? I’m the only daughter I’ve got five brothers. I’m a glutton for attention.
00:01:39:15 – 00:01:47:01
Ralph
She never gets any love. I could just come on. I was like, wow, you know, I saw our YouTube video the other day. I like your hair. Looked really good.
00:01:47:03 – 00:01:48:12
Lauren
You’re like, oh.
00:01:48:12 – 00:01:51:16
Ralph
Like all aflutter.
00:01:51:18 – 00:02:00:15
Ralph
But it did. Yeah. Especially fluffy. So why did this person call you a genius? Drop the knowledge bomb. Here’s to all the marketers that are listening to this show.
00:02:00:17 – 00:02:25:05
Lauren
Okay, well, first and foremost, Bob, I know you’re listening. Thank you. It was so nice. Van Halen in San Diego. Love your face. So I shared a strategy, that he helped me coin called the five ads apocalypse or the Five Horsemen of the apocalypse. Long story short, it’s building a full funnel in meta that allows you to spend a little bit on the top of funnel to decrease your bottom of funnel costs.
00:02:25:07 – 00:02:44:21
Lauren
And he had joined me at the Event Founders board in San Diego. So he had shared the tactics and strategies I’ve been sharing with Dice’s group. And this woman, Jen, had shared today in a group call that she implemented that strategy and saw her cost per lead go down from $32 to $16.
00:02:44:21 – 00:02:46:10
Ralph
Wow.
00:02:46:12 – 00:03:11:13
Lauren
Almost instantaneously, by a small shift of her budget to the top of funnel. And so, he was very, very excited. We were all excited because we always want our friends and people in our networks to win. But yeah, then he texted me, I think you’re a genius. I’m probably elaborating a little bit. By their word, you and genius were in the same sentence, and I don’t want to fact check my phone because it was a huge, huge compliment and my ego’s already really big, and I’m really grateful.
00:03:11:13 – 00:03:12:22
Lauren
So how do I even look?
00:03:12:22 – 00:03:18:14
Ralph
Don’t even look. So that was the strategy. It was. It was five, five ads and that’s it. Is that it?
00:03:18:18 – 00:03:45:23
Lauren
So the like, big, version of it is like, what we’re trying to do now is every ad account that we’re in should have at least five different campaigns going. And so when we call it the Five Horsemen of the ads apocalypses, when we launch a campaign, assuming you have a budget that supports this full funnel strategy, we’ve just seen when we’re doing like rich campaigns, engage with campaigns, traffic campaigns, middle funnel lead campaigns, when we have all of those in place, our bottom of funnel metrics work really, really well.
00:03:45:23 – 00:04:09:17
Lauren
And last time we talked about a little bit on the show and I’m saying that we had a client where we spent $5,000 less on their campaigns, so we pulled $5,000 for the week on top of funnel ads, and we saw that their cost per acquisition went up. And so we had previously we had 116 calls when we removed $5,000 from the budget from top of funnel, we then had 92.
00:04:09:19 – 00:04:30:08
Lauren
But those calls, it wasn’t like, oh, we spent less, so we got less. It was actually we spent less. And each call cost us quite a bit more. Like I’m talking 30 to 40% increase of cost. So it’s just again, like when you have a budget that supports it and content that is valuable, you can build a full funnel strategy inside of A.
00:04:30:09 – 00:04:47:11
Lauren
And it can work to invest in your top of funnel so that your bottom of funnel costs you less. And this account, you know, is spending like $10,000 a month, which can be big. But we know that in terms of meta like the in use case I was doing is like $50,000 a week. So it’s a very big difference.
00:04:47:11 – 00:04:57:07
Lauren
But, this person, like had a $40 budget set aside for traffic campaigns and then saw their cost per lead go down. Significant.
00:04:57:07 – 00:05:12:19
Ralph
So regardless of monthly spend, this is a strategy that’s legit because that’s so we’re using 4 or 5 different objectives on the campaigns working all together, same creatives in each campaign or just in question.
00:05:12:19 – 00:05:28:02
Lauren
It’s definitely different creatives because you’re meeting people where they are in the funnel. And so like for example, reach campaigns. Anyone that’s listening to it, you’re like, oh my God, Reese, Lauren, what a waste of money. At the end of the day, it’s always you have to test and figure out what’s best for you and your business objective.
00:05:28:02 – 00:05:40:12
Lauren
But when we’ve introduced reach campaigns, we’re using things like testimonials. We’re using things just like press publications. As we’re reaching to mass audiences really cost efficiently with good things other people said about us.
00:05:40:14 – 00:05:41:07
Ralph
Yeah.
00:05:41:09 – 00:05:59:10
Lauren
And then we creatives on conversions are going to be different traffic campaigns where we’re making like clickbaity type of stuff to drive traffic to key pages on clients websites. Right? So when I say clickbaity, it’s like, what’s a question you can ask that the pages are going to is going to answer that could be a blog, it could be a recipe, could be a services page.
00:05:59:10 – 00:06:07:05
Lauren
I just want to get people to opt in by clicking. I’m hearing more of what you have to say.
00:06:07:06 – 00:06:38:03
Ralph
It’s interesting because I guess the the bottom line is content at top of funnel or wherever they are in your funnel is the thing right now. It’s like meeting them where they are in your virtual funnel, whatever that is, whether it’s, you know, I’m ready to buy now with one ad, or I need 20 different ads or ten different ads with two impressions each, or to a frequency of two, whatever it happens to be, to ultimately get you down from the very top of funnel awareness, all the way down to conversion refining.
00:06:38:03 – 00:06:57:20
Ralph
With the Andromeda Update. We’ve done tons of shows on this with myself and John Moran and like our on our Friday Lives called the AD Lab. Now doing everything in like one ad set, one campaign, 50 ads. But ten different types of ads, which we call content diversification. John goes through it like we’ll leave links in the show notes for that.
00:06:57:22 – 00:07:15:04
Ralph
The point is, doesn’t matter what it is like, we’re finding that that works really, really well because it’s like some of those ads are not even no call to action whatsoever. So it’s almost like reach campaign, but you’re just getting awareness. And then Facebook will then say, oh, well, they liked that ad. Well, maybe they’ll like this one and then they’ll like this one and that one.
00:07:15:04 – 00:07:22:19
Ralph
It takes about 3 or 4 weeks to figure it all out. And then all of a sudden you’re starting to see your cost per lead, cost per acquisition and kick start to go down.
00:07:22:21 – 00:07:45:00
Lauren
I’m going to take it one step further off, because if you’re using for those listeners that are using meta, I like when you know that if you’re using Amazon’s Creative or you’re using like generative AI within Meta’s ads manager. So again, you’re inside the desktop app. They’re boosting directly from phone in case you don’t know this, and you’re using the app and an iOS device, you’re paying 30% more because you’re just giving that money to Apple.
00:07:45:02 – 00:08:11:17
Lauren
But most people here listening are in the ads manager. So in the ads manager for using generative AI with meta, you can have tailored ad copy based off of predetermined personas that meta generates on your account. So a lot of the things that we’ve been exploring and like testing and stuff is like using those personas to generate new angles, because Meta’s already understands and we’re talking about like new accounts because they’re just reading your landing pages.
00:08:11:17 – 00:08:30:03
Lauren
And like the fact that a lot of what we’re doing for top of funnel, you’re saying like getting them to signal to meta, oh, I’m interested in this type of content. I’m actually trying to get them to just say they’re interested in this type of content, because they’ve already shown interest in the competitor’s type of content, so that then they’ll see my can bottom of funnel conversion stuff already.
00:08:30:05 – 00:08:53:05
Lauren
Because like you have with your case study that we’re presenting today, if I signal that I’m interested in fish stuff or I’m interested in outdoorsy boating adventures. Yeah. And I want to hook and I want dinner, whatever that type of stuff is. As soon as I’ve interacted with your case studies competitors, I am now fair game for your client to see.
00:08:53:09 – 00:09:20:15
Lauren
That is just one massive retargeting. They’re not. You’re never seeing anything new. You’re just a first person to get in front of me, has the first chance to lose, and then all of your competitors are instantly in front of you. So I try to use the top of funnel stock so that I can get in front of the people without losing that conversion first race, and I can build a sort of a relationship to that and then provide them with content that shows them I’m more than just a drop shipping company.
00:09:20:17 – 00:09:39:09
Lauren
I’m more than a white label service provider. I’m just trying to think of all those like get rich, crazy quick things that like a lot of people will do. And then sure, like I have a real business with a lot of supporting assets and I’m going to treat you where you are. I’m not just asking you to sleep with me on the first date, like I’m going to court you.
00:09:39:09 – 00:09:50:22
Lauren
I’m going to bring you flowers. I’m going to shake hands with your parents. I’m going to take your favorite ice cream flavor. Whatever people do when they’re courting someone and dating, that’s what you’re doing with our ads. And that’s how our strategy has worked out. Well.
00:09:51:00 – 00:10:17:16
Ralph
Well, it’s a great way to expand the market too. And that’s this is obviously sort of a precursor to today’s show on the case study. But the the point is, is that you can create your own market, you can expand your own market with content, and your competitors are doing it as well. But I always sort of look at it as, you know, the tip of the iceberg, the tip of the iceberg is those are the people that are in market right now, maybe 10%, maybe 5%, maybe less, depending on what your market is.
00:10:17:22 – 00:10:37:02
Ralph
They’re looking for an active solution. But then there’s that 80% in the middle that are just in this, you know, they’re ambivalent. You know, it’s like the messy middle. It’s like, you know, they haven’t committed yet. They don’t know what they don’t know. And then there’s the other 5 or 10%, they’re happy with the solution that they have right now and they’re not going to switch.
00:10:37:04 – 00:10:55:19
Ralph
So if you can get that middle 80%, that’s the market where you start to expand because everybody’s fighting for the top ten, 5 or 10% for those people that those are the ads that are like, hey, by now 10% off. Like those are conversion based ads. So is there like dynamic product ads? It’s like, oh, I’ve already clicked on your red shoes.
00:10:55:19 – 00:11:17:20
Ralph
I’m going to show you the red shoes with the bow, and then maybe the blue shoes with the same style and your dynamic product ads, if you’re selling, you know, women’s footwear. The point is, is like that’s bottom of funnel. How do you expand and grow and scale? It’s actually doing all the things that we’re talking about here, which is getting signals to the algorithm that says, I’m interested in this, maybe not the buy right now, but I am interested.
00:11:17:20 – 00:11:29:13
Ralph
If you show me more content, maybe I’ll actually buy. But you got to show me the right type of content, and it might be like a product demo. It might be a customer testimony, it might be a piece of UGC, it might be an us versus them. It might be a founder’s story.
00:11:29:19 – 00:11:40:18
Lauren
Or my value in advanced like value in it. I wanna show you how to do this. I’m going to teach you something now, because if you like what I teach you for free, imagine how much better it is when you pay us.
00:11:40:20 – 00:11:42:09
Ralph
Yeah, Max.
00:11:42:11 – 00:11:44:04
Lauren
I mean, that’s why you run this podcast.
00:11:44:08 – 00:11:53:22
Ralph
That’s why people. That’s what people don’t understand. I’ve had so many conversations with that recently. It’s like, give away your best stuff. So like no, no, no, no, no, I got to keep that to myself.
00:11:54:00 – 00:11:54:15
Lauren
It’s already on.
00:11:54:16 – 00:12:08:16
Ralph
I might give away your best hope because like, people will think, oh my God, if I’m getting that for free. And this is a Ryan Dice thing, of course, but you and I learned this from him. It’s like give away your best thing because they’re going to be like, wow, what am I going to get when I pay?
00:12:08:18 – 00:12:28:18
Ralph
Well, you’re going to get it in a sequence of how to actually do it, as opposed to just the one chunked out little piece. You know, we call that maybe a lead magnet or a really good video that demonstrates shows you how to do something, proves that you have technical capabilities, and then it’s, oh, by the way, get my thing, get more of this.
00:12:28:20 – 00:12:46:15
Ralph
So like that, I still think is a barrier to a lot of folks. When I talk to you, I talk to a dozen businesses a week, prospective clients of ours. That’s usually the problem is the content of the top of the funnel. They’re just withholding it like, no, I can’t give that away. Oh, I need to give Mike my my lead magnet.
00:12:46:15 – 00:12:51:19
Ralph
I need to behind like an email and yeah, you know, in a name it’s like, no, give that content away.
00:12:51:19 – 00:13:12:20
Lauren
Well you can’t you can give it away for free if you have it gated in some capacity. Like I still would count that as giving it away. But I wouldn’t be afraid of. Just put it all out there. I mean, for me, it’s already in chat, and there is nothing radical. You and I don’t have anything that we’re saying that a thousand other Ralphs and Lauren’s have already thought of first.
00:13:12:22 – 00:13:32:18
Lauren
Sorry, there’s there’s really been no new innovation. And a lot of what we’re doing is just we’re sharing what has worked for us and the applications in ways. So it’s like why you’re gatekeeping some of this stuff I think you should only get when one you have IP protection behind it, and then you can have pieces available to it.
00:13:32:18 – 00:13:51:18
Lauren
But if you’ve designed like the ads Pocalypse, that’s like five for me as like we’re putting that into an explainer video so that something can go step by step. Like this is how we allocate the different campaigns. Now that’s a lot of stuff. But I’m happy to give it to someone if they’re willing to show their information and be like, yeah, I’m interested in what you have to say, so I’ll sell it to you.
00:13:51:18 – 00:14:10:13
Lauren
And then at the end of me giving all this value, then I want to ask, are you interested in what I have to sell? Because that just goes to like this. Like, oh man, I want this huge diatribe this morning with my team. I hate whoever said to marketing and sales teams that leads are the same word. I want to castrate that individual.
00:14:10:18 – 00:14:11:22
Ralph
Oh yeah.
00:14:12:00 – 00:14:22:00
Lauren
Yeah, obviously a man who said, let’s call the people that marketing are bringing in leads and the people that sales are working, they are not the same at all. Oh my gosh, drivers are.
00:14:22:00 – 00:14:23:17
Ralph
Like such a pet peeve of mine.
00:14:23:18 – 00:14:31:14
Lauren
Oh, United those. It’s like someone like was playing this the other day. One lane was like, let me put these two teams against each other in fight.
00:14:31:16 – 00:14:34:04
Ralph
Right. It’s they are not leads. You get an.
00:14:34:04 – 00:14:34:17
Lauren
Upright.
00:14:34:19 – 00:14:39:22
Ralph
It’s not a lead. It’s an I call it an opt in. You call it a subscriber, but it’s not a lead.
00:14:40:01 – 00:14:55:03
Lauren
It’s not really an opt in to someone that raises their hand and says they’re interested in what you have to say. That can be a follower on social media doesn’t even have to mean that they give you their information, right? And opt in. As someone that said, I’m interested what you have to say if they they like your content on meta, they told meta ads, I want to see more.
00:14:55:03 – 00:15:03:11
Lauren
So they’re going to see more of your ads if they’re interested in what you have to sell. Now they’re a lead and like that can be. Did they.
00:15:03:11 – 00:15:05:15
Ralph
See your marketing qualified lead.
00:15:05:17 – 00:15:21:06
Lauren
Okay. Yes. They’re marketing qualified lead. And then we have a sales qualified lead. Like we actually have this, like full great difference. For me, a marketing qualified lead is a lead for me to lead. Is anyone? That’s interesting what we have to sell. But their marketing qualified lead if they raise your hand or interesting have a say to sell.
00:15:21:06 – 00:15:30:01
Lauren
And then there are sales qualified lead for me. If we have had a dialog that is a sales qualified is I’m interested in selling to them.
00:15:30:03 – 00:15:37:06
Ralph
And I can sell them something, right. They’re qualified for my service as well. So it’s a two way street for sure.
00:15:37:09 – 00:15:58:04
Lauren
Sales qualified lead is I’m interested in selling to them. A marketing qualified lead is they’re interested in what we have to sell. So that line of demarcation is that they’re consistently have that word sell. So there’s a connection to the product or this service you have available to you. If they’re downloading a lead magnet, there’s nothing that says their interest in what you have to sell.
00:15:58:10 – 00:16:20:09
Lauren
They’re interested in what you have to say. So stop being like, hey, these leads are bad. I’m like, they’re not leads. They’re often they’re subscribers. Let’s look at the leads, the people that are interested, what you have to sell now, what’s the quality of those. And then we can look at is the strategy session is the, demo call is the audit you’re doing or whatever that interested in what you have to sell.
00:16:20:09 – 00:16:31:14
Lauren
Because anyone that signs up for that type of phone call, is that valuable enough for them that they’re insane what you have to sell. And then after talking to them, are you interested in selling to them? I’m so sorry.
00:16:31:19 – 00:16:57:00
Ralph
Oh, there’s three levels, really. I mean, I think even before that is engagement. I almost look at it like a cascade. And we follow EOS. And so we have this software called 90 that we look at it for our marketing. So it’s engagement site visitors, opt ins, M-class S-Class closed. And that’s sort of like the that’s the sort of the trickle down like that’s the, that’s the waterfall.
00:16:57:00 – 00:17:14:21
Ralph
Because and if you’re a business, you should be looking at those metrics. And those are the really the only metrics that we talk about because we know not necessarily impressions, because every once in a while, like one of our TikTok videos just goes viral for no apparent reason is that. But that’s not necessarily bringing in visits to site a lot of engagement.
00:17:14:23 – 00:17:36:10
Ralph
Okay. But it’s qualified. Hey, like we have videos on TikTok that are 100,000 views. Great. But none of them, however, none of them actually materialized into site visitors, which then might be opt ins, then might be mql. There might be skills I just want. And I always quote the story about Ryan Dice. It’s like you don’t necessarily have to follow that sequence.
00:17:36:10 – 00:17:54:10
Ralph
You don’t have to be engaged and then visit the site and then opt in, and then you’re an mql then you’re in SQL. Like I always joke with them, it’s like, yeah, I bought 43 split test from you. And then five years later I bought War Room, which is 30 grand a year. So I didn’t do any other opt ins.
00:17:54:10 – 00:18:16:22
Ralph
You know, I didn’t. I just went right to the sale. I even skipped the sales process. I talked to a, like, nurtured, right. I was nurtured, for sure, but I didn’t follow like the sequence that we all sort of learned early on in marketing and digital marketer was kind of, you know, it’s like, all right, then you you have your opt in and then you have your tripwire and then you have your core offer.
00:18:16:22 – 00:18:20:01
Ralph
Then you have your, you know, profit maximizer.
00:18:20:03 – 00:18:20:08
Lauren
Yeah.
00:18:20:11 – 00:18:21:04
Ralph
You’re at.
00:18:21:06 – 00:18:22:10
Lauren
Ascension Ladder.
00:18:22:10 – 00:18:23:18
Ralph
You’re a central shooter.
00:18:23:23 – 00:18:30:14
Lauren
Yep. From opt in to five years later. Yeah. So they assumed you were dead in the pipeline.
00:18:30:16 – 00:18:31:05
Ralph
Exactly.
00:18:31:05 – 00:18:52:23
Lauren
Forking over. Not a low ticket, not a medium ticket, but 30 grand a year. And you’re probably in worm for five years. Seven years. Okay. You were a single option that became a six figure lifetime value. The takeaway here is that you’ve got money in your audience. It’s just do are you asking them or offering them something that’s relevant at the time?
00:18:52:23 – 00:18:58:09
Lauren
Like what was the reason that you said, okay, here’s 30 grand. What was your inflection point?
00:18:58:10 – 00:19:15:17
Ralph
It Ryan sold it from stage and he made it seem like it was exclusive. And I also realized it would be really good for business because they didn’t know if Facebook had agencies inside and they actually had a blog. Like, they was like, we’re only going to accept one type of business. So I was like, oh, perfect for business, which they don’t do now.
00:19:15:19 – 00:19:28:14
Ralph
The point is like, that was a huge selling point for me, and I had 11 grand in my bank account. I had to give them ten grand right then, and they’re like either on my credit card or on a check, I forget. But anyway, check who writes those? I think I had a.
00:19:28:16 – 00:19:30:01
Lauren
I think I my bank signed them.
00:19:30:01 – 00:19:32:21
Ralph
For no I it was my American Express card anyway.
00:19:32:21 – 00:19:34:07
Lauren
It was like got the points.
00:19:34:09 – 00:19:55:00
Ralph
I got the I got the points. But I was like man I got to pay this off because you got to pay off the American Express. I got they need to make the money. So anyway, the point is, is like there’s no, you know, clean sequence. That’s why we talked about this on the show that we did with Chasm is Moses launch.
00:19:55:02 – 00:19:57:20
Ralph
You and I are both reading his book. I have to assume.
00:19:57:20 – 00:20:01:00
Lauren
Literally in front of me as I go live later today about.
00:20:01:00 – 00:20:07:01
Ralph
It. And it’s awesome. And we’re going to talk about it here on the show because I love Hormozi. Like I had.
00:20:07:01 – 00:20:08:12
Lauren
A meeting, you hang out with them.
00:20:08:14 – 00:20:16:08
Ralph
I have a he’s very cool. He’s he’s he’s a very interesting dude for sure, but freaking brilliant. You know, say that.
00:20:16:08 – 00:20:20:02
Lauren
Have you, follow his wife’s content? Sorry. I’m just going to, like, girl crush.
00:20:20:02 – 00:20:23:12
Ralph
Layla was getting her hair done when I was, like, when I was talking to him.
00:20:23:12 – 00:20:25:21
Lauren
So great. She’s multitasking. Or she was.
00:20:26:01 – 00:20:31:00
Ralph
There. She was kind of off. Off to the side. That was me. And,
00:20:31:01 – 00:20:54:18
Lauren
Well, I think you missed out there because I think she is this hidden part of their family success that I think has been so underrepresented. And even in the content that she has, a lot of it is like working with your partner. But there’s like these nuggets that come out of her comedy, like the content that she has is very creator focused, whereas Alex’s is very like business centric, like he’s selling acquisitions.
00:20:54:18 – 00:21:18:09
Lauren
Dot com stuff. Layla I think I think Layla Hormozi is a creator that a lot of people are sleeping on because she’s creating her own brand outside of her husband’s, and a lot of people look at her as just the partner. But when I listen to stuff that she says versus stuff that Alex says, a lot of Alex is on repeat and a lot of her stuff is a lot more original, with a very specific take.
00:21:18:11 – 00:21:41:14
Lauren
Versus Alex’s take has been like the the nose patch and his brand has been visual. And hers, I think is intellectually stimulating in a way that I don’t see with a lot of coaches or business leaders on Instagram. Like now, I’m starting to like gag with a lot of the stuff that I’m seeing on repeat that feels like it was made with AI, and her stuff just contains so much authenticity.
00:21:41:16 – 00:21:45:07
Lauren
I’ve not met her, but she doesn’t know we’re going to become best friends when we’re.
00:21:45:07 – 00:21:57:00
Ralph
Going to become besties at some point. Oh, anyway, my point is like, I don’t know, layer this content as much as I know Alex is content. But anyway, because I there’s a lot of things that are we have in common anyway. But the point is, is that.
00:21:57:02 – 00:21:59:22
Lauren
You and Alex, you’re your muscle mass, right? Thank you.
00:21:59:22 – 00:22:19:20
Ralph
I think a little he’s a little bit of an enhancement, but that’s okay. He admits it. That’s cool. Sarah, it’s all good, man. He looks great. The point is, is that he created, like everyone said, this, that, oh, $81 million launch, right? How many? How many books do you sell? 2.7 million. Like on the launch in the first 24 hours.
00:22:19:22 – 00:22:24:00
Lauren
$105.7 million or something in that weekend?
00:22:24:02 – 00:22:28:17
Ralph
Yeah, well, I have it is 81 million. But anyway, between 80 and 105 million.
00:22:28:22 – 00:22:29:23
Lauren
Bottles of money.
00:22:30:03 – 00:22:49:15
Ralph
Right. But that was all done because he gave away like hundreds of millions of hours of free content. Yeah. To create that, I like everything he gave away. It was free. There was no I’ve never opted in. I mean, I’ve bought like all, all of his books I like I’ve ever opted in to acquisition.com and gone through strategy session or anything like that.
00:22:49:17 – 00:23:06:11
Ralph
It’s like, of course I bought his book. You know, maybe at some point in time I will like look@acquisition.com. But I’m in a long nurture cycle. But he’s done it the right way. He didn’t do it like the old traditional way of, oh, you know yeah you’re opt in and then you get your.
00:23:06:13 – 00:23:22:22
Lauren
He didn’t do it this way. He wasn’t trying to get you to the champagne room, right where it’s like, you got to hear your stuff. Yeah. He’s like wide open. Why not take what you want? Because your success is his success. Because he knows it’s going to pay forward. And the reality is, is like what 90% of people listening to this podcast love you all.
00:23:22:22 – 00:23:30:05
Lauren
But how many of you actually implementing anything you’ve learned, either from this podcast or other similar podcasts? Sorry, I’m calling a spade a spade.
00:23:30:05 – 00:23:37:00
Ralph
She’s shaking her finger on YouTube right now is like a like an angry school teacher.
00:23:37:02 – 00:23:55:12
Lauren
I just that people don’t take action. And I think that he’s like, I believe in this too. Like I don’t care telling you guys our secrets. Like, I’m even happy to share you what my pipeline looks like. I’ll share the screen and draw your own internal document and be like, this is what we do. If you want to look on YouTube, like, I’ll literally share how we do our pipeline.
00:23:55:12 – 00:24:15:13
Lauren
And I don’t mind showing this because if you end up doing something with it, amazing. You’re either going to give me the credit or not. Whatever that’s on you. But if you don’t do anything with it, okay, you’re going to be grateful that I just cut for it is ten weeks worth of work for you. So like on the screen I’ve got like, here’s how my pipeline is set up for my company.
00:24:15:18 – 00:24:31:17
Lauren
Everything that is set up within high level, it’s literally here. This is an internal resource that I do not share with people just to do it. But you can have it. I don’t care because the reality is, is the you’re looking on YouTube and you do something with it. You think that’s cool. Screenshot away.
00:24:31:19 – 00:24:35:05
Ralph
Yeah perpetual traffic.com/youtube they have. Yeah right there.
00:24:35:06 – 00:24:56:18
Lauren
Have it there. The 100%. And like I know that 90% of people listening aren’t going to do anything with it. So why wouldn’t I share that with you. Because the 1% that do do it, they’re likely to give me credit, likely to put positivity out there in the world, and potentially may hire me one day or may potentially engage with me and something amazing.
00:24:56:18 – 00:24:59:09
Lauren
So give it away, which is what you’re talking about right here.
00:24:59:13 – 00:25:15:04
Ralph
Which is what I’m giving away right here. So we’ve talked to way that this is the thing that people are asking for. We have not used this as a lead magnet. We have not uses this download. This is the content diversification strategy. This is actually taken as a screenshot from a meta presentation. I’m going to meta this week.
00:25:15:04 – 00:25:39:03
Ralph
Probably going to see this presentation again. These are the ten types of ad creatives. Now having said that, we’ve been doing this for a very long period of time. So when we came out with this and Jon Moran talked about it, it’s like, all right, well, what you need to do is create one campaign, one ad set, one ad, set wide open targeting, and then ad all these different types of content diversification creative into the campaign.
00:25:39:05 – 00:25:58:13
Ralph
This is basically what we did in the case study that we’re going to have to do on show number two here. But the point is, is you didn’t do all of them and you don’t have to do them exact like you can do us versus them. Product demo whitelisting, face to camera positioning test. You can do dynamic product ads are a part of this as well, which is like buy now, get this thing.
00:25:58:15 – 00:26:15:06
Ralph
So these are the things though. But if you’re not using this kind of diversification strategy, you don’t have to use an. Exactly. You can use five of these. Four of these make up your own founder story we’re finding is tremendous at top of funnel like for whatever reason.
00:26:15:10 – 00:26:15:12
Lauren
It’s.
00:26:15:12 – 00:26:18:03
Ralph
Like, what’s the story behind the brand.
00:26:18:05 – 00:26:24:00
Lauren
By the way? It’s Simon Sinek. They buy your why, especially when you have a commoditized product like all day.
00:26:24:02 – 00:26:35:03
Ralph
Yeah, absolutely. So us versus them like how do you compare against a competition like the voice that’s going on inside your customer’s head is like, oh, can I buy, should I buy their stuff or the other guy’s stuff now that I’m.
00:26:35:03 – 00:26:48:16
Lauren
10,000 other ads that meta just show them to all of your competitors. It’s like you have your own. Like when you go on to meta and you’re on Instagram, you’re on Facebook, whatever. Your feed is just your own personalized Lauren E Petrillo shopping center.
00:26:48:18 – 00:26:49:17
Ralph
Yeah, it’s I’m.
00:26:49:17 – 00:27:08:03
Lauren
Looking for a pink jacket. All I’m looking at are all the other pink jackets because meta knows and they’re giving you the most relevant thing so I can make a timely decision. And what’s going to make me make that deciding factor is likely going to be emotion, not prose, unless it’s like I’m emotionally committed to this price because there’s sticker shock.
00:27:08:03 – 00:27:09:07
Lauren
I wasn’t ready for.
00:27:09:09 – 00:27:26:17
Ralph
Well, you know, like you might watch a founder story ad and then you’re like, well, I’m actually kind of interested in that particular product, like the one that John uses in a couple of the episodes that we’ve talked about is a supplements in the dog niche. So they talk about the founder stories like a ten minute video that they cut from, they got from two years ago.
00:27:26:17 – 00:27:46:08
Ralph
It’s like 2 or 3 years old. It looks completely different. But what is it shows the origination story of like why he started the company. He had a sick dog. And okay, so I watched part of that video and then I might see the US versus them. All right, well here’s their supplement and here’s our supplement. And this is the difference between them might be an image.
00:27:46:08 – 00:28:00:10
Ralph
It might be a video ad. You know maybe a product demo. Like how does it actually work. How do you feed it to your dog. How do you get your dog to actually eat it? You know, you put it in a banana. Do you put it in peanut butter? Do you put it in like whatever, like, you know, product demo, customer testimonial.
00:28:00:10 – 00:28:20:13
Ralph
Then you’ve got customer testimonial which is basically yours. You see, it’s like, hey, you know, I tried this for my dog, you know, Sally and Sally. Sally is the name of the dog. And I got these great results. Like, this is a great product. And then they show another one of this guy Dan. Like, I tried it on, Snoopy and Snoopy, like, all of a sudden started, you know, what was it like?
00:28:20:13 – 00:28:42:10
Ralph
These are literally like. And they’re cut together. Customer testimonials. These are usually see that. Yeah. Ads are maybe a cool product image of the bottle kind of spinning around like we’re doing a lot of AI related. But so the point is, is like all of these are in that ad set. And you start to see these individual ads because you’ve shown interest in one of the other as.
00:28:42:10 – 00:28:52:22
Ralph
So we don’t know which one of these ads is going to be the one that converts. But we do know if you put them all into one ad set, you end up getting conversions. And that’s the most important thing.
00:28:53:00 – 00:29:06:15
Lauren
You’ve heard me say this quite a few times that, like the current media buying model, is dying. If it’s not already going to be dead by the end of the year, where an agency is going to win with technical knowledge, with ensuring the data flow is set up for success, but then also the creative that’s before and after clicks.
00:29:06:15 – 00:29:28:18
Lauren
A lot of this is the creative that goes before the click. I will say like shout out back to unbound. A lot of the pages to have that continued relevance of the story. If you’re having the founder story and you’re introducing an ad, if you’re using a quick website builder like unbound, so you can send them to a page with that continues to me again, it’s like we’re that type of funnel stuff that we talk about, especially when it’s traffic.
00:29:28:18 – 00:29:39:04
Lauren
If you don’t have a call to action, it makes sense. I always try to add a button because I want to click. Yeah, but you can have the founder story link to it and that’s not a hard. These are all conversion templates.
00:29:39:06 – 00:29:53:18
Ralph
He’s got to convert all his website conversions. Yeah. So they all have a call to action. They don’t have got it I mean it depends on what the ad is. But most of them have a button. But there’s no I don’t think there’s links in the ad copy. In some cases I would have to double check on these.
00:29:53:18 – 00:30:09:02
Ralph
But in the case study that we’re eventually going to do, we actually do have that. And they’ll all this absolutely applies. We don’t do it exactly like this though. And this is where people get hung up on this is oh my God, I’ve answered so many comments over on like TikTok and YouTube. But this is like, you don’t have to get it exactly right.
00:30:09:02 – 00:30:11:04
Ralph
You have to get it partly right.
00:30:11:06 – 00:30:13:13
Lauren
You start. It’s progression, not perfection.
00:30:13:13 – 00:30:27:07
Ralph
Yeah, exactly. So this is for you listeners who have been wondering about this content diversification thing. You got to get it over at progressive traffic.com/youtube. We’re giving it away for free. You don’t have to opt in for it because we’re doing it Hormozi style.
00:30:27:10 – 00:30:48:03
Lauren
Hahaha. Which also means these aren’t like highly styled. Like these are internal resources. Like, yeah, this is the dry SEO that you saw for mine. That was just me typing into my favorite free resource. Thank you Google Ecosystem for having drawn IO. Oh my god, I love it. But then you’ve got like a word doc or like a Canva, document together where you’re just trying to convey.
00:30:48:05 – 00:31:05:18
Lauren
So we’re not putting like design resources into it like later. That could be something. But all of Hormozi, like it’s yours if you want to take advantage of it. It’s what’s working now for at least us and our clients. And it it helps us build a lexicon. So if it empowers you, like how about it? Definitely go check on YouTube.
00:31:05:18 – 00:31:26:08
Lauren
And if it doesn’t, that’s totally okay. If you think you’re going to use it and then you never don’t. I’m not mad at you. I’m just accepting that that’s become more of a reality because we consume so much information that it’s hard to act on everything that we hear. And, Ralph, you have an enormous team that can support a lot of the things that you’re doing.
00:31:26:08 – 00:31:48:13
Lauren
At the same time, there are some listeners that are like solopreneurs, and there’s a lot of things happening. So you have to choose what makes the most sense for you, where you are in your business, and just focus. I think that’s like the best advice. Hormozi, did you see that interview he had on a podcast where this guy asked if all of your content was deleted from the internet, and only the next 15 seconds were saved, what would you tell the world?
00:31:48:15 – 00:31:49:11
Lauren
Did you see that interview?
00:31:49:17 – 00:31:51:21
Ralph
I didn’t know, no, I haven’t.
00:31:51:21 – 00:32:21:04
Lauren
Oh, good. Yeah. Hormozi. Like he took a moment to think about it. Either Steve Jobs or it’s like, let me calculate. You could probably see math numbers flying behind his head. And he had said that if you if everything was deleted, why would tell us choose something that you know you want like define what you want, really know it and then focus on it so much that everything you do on that single focus will make it impossible for you not to be successful.
00:32:21:08 – 00:32:38:14
Lauren
So there was just like, you have to focus and you have to be hyper intentional about what you want. So if it’s okay if you don’t do anything or my pipeline, or if his, content diversification strategy doesn’t work, if it doesn’t align with what you’re currently focusing on. I don’t want you to be in the S.O.S. Shiny Object Syndrome, or you’re chasing all these things.
00:32:38:14 – 00:32:53:07
Lauren
So again, it goes back to if you think I shouldn’t give it out to everyone, it’s not relevant for everyone, but it might be relevant for that one person where it is their focus and you can unlock for them wild success that they weren’t ready for. Don’t you want that credit? Or at least even that goodwill in the universe?
00:32:53:09 – 00:33:10:20
Ralph
Just give it away. Just give it away. Oh well, I’ll leave a link in the show notes for that interview because I haven’t watched it. So he basically said that, but he didn’t give an answer as to what specifically it was, or he was like, this would be the teaching point. It sounds like plan. Yeah, it sounded like they were.
00:33:10:22 – 00:33:19:13
Ralph
He was asking like, which piece of content from him, as opposed to like, theoretically, like what piece? What would you say?
00:33:19:15 – 00:33:37:15
Lauren
Oh, I thought it was like his. What’s that? Like you. Everything erases and you start now. What’s the most impactful 15 seconds you can give to someone from all of the knowledge you’ve ever shared, what do you believe is in most important. And that was know what you want. Like, really know what you want. Focus on it. So much so that everything you do is aligned to that focus point.
00:33:37:17 – 00:33:44:01
Lauren
Therefore, it will be impossible for you not to be successful. And this coding it well wrong. And yeah.
00:33:44:03 – 00:33:53:12
Ralph
Well we’ll put a like we’ll put a link. I got to watch it too. The point is, is where you’re, how you’re liking, $100 million money offers money models. Rather.
00:33:53:15 – 00:34:10:12
Lauren
I’ve been going live each week with my friend Andy as we’re progressing through it. And we’re doing it for like, Lauren Patreon.com. Like we’re it’s getting a revamp, separating myself from the agency a little bit so that we can focus on like, speaking or consulting so that my team can continue to do the amazing pieces that they are that I oversee.
00:34:10:14 – 00:34:34:07
Lauren
But if someone’s not ready for agency life, so we’re just walking through it. It’s implementing. I’m enjoying it and going very slow. I will say, like I’m writing all over this book and like giving my opinion on stuff like just one thing I’m showing on the screen. So for YouTube, if you don’t know the two full pages of tenses, it’s like the only part of his book that doesn’t have copyright written on the bottom.
00:34:34:09 – 00:35:01:04
Lauren
But he says, he mentions the word guarantee three times, and he says, like you as a reader have to make your own decision. And then he says in capital letters, hypothetical six time. So hypothetical performance results, hypothetical performance results, hypothetical business, hypothetical business record, all of these things. So just like, say, this isn’t a guarantee. You have to have your own due diligence.
00:35:01:04 – 00:35:20:10
Lauren
So I’m enjoying it. There’s, it’s I believe it’s written in a way that’s very clean. For if English is not your first language, or if business terms and business vernacular were not necessarily something you studied in college or grew up around. So I, I really believe that he built this as a not against those that say like, oh, marketing for dummies.
00:35:20:12 – 00:35:27:08
Lauren
The intention behind marketing for dummies is great. I think the execution is hard. I think he did that well, where those books often failed.
00:35:27:10 – 00:35:42:00
Ralph
I am listening to it, but on all his other books and he said this, I think in his first book or his second book is something that I do a lot when something when I want to read something and I want to just really absorb it, you listen to it and read it.
00:35:42:02 – 00:35:46:09
Lauren
Yeah. His pro tip faster, deeper learning, reading by listening at the same time.
00:35:46:13 – 00:35:58:18
Ralph
Yeah. So he mentioned that in like one of his first books. I was like, I already do that. Like that’s really cool. I just thought that was cool that he, you know, he sort of called it. I was like, I thought it was like my own little hack, but whatever, you know, you know what I going for it.
00:35:58:20 – 00:36:01:00
Ralph
But the thing is, it works.
00:36:01:02 – 00:36:02:00
Lauren
Like you say. It works.
00:36:02:00 – 00:36:02:09
Ralph
Works.
00:36:02:13 – 00:36:14:14
Lauren
I actually found that it’s on page eight of his new book is the first upsell that he has. So if you’re listening to it, he’s upselling you to buy the book. If you’re reading it is I’m telling you to buy the audio. I thought it was brilliant.
00:36:14:16 – 00:36:28:12
Ralph
Yeah. It’s so good. Oh that’s great. Yeah, yeah, I’ve been listening to it. I’m like, yeah, you know, I’m not doing that for this one just because I haven’t gotten it yet. I haven’t had a chance to like, you know, take time to really do it that way. Yeah. I want to take like a day to do it.
00:36:28:14 – 00:36:45:14
Ralph
So I think this is actually, oh, a day. Any of his books, like, I think I read his first book in a day, and I did it with reading it and listening to it at the same time. I just I don’t know how many hours it took me. I’m a small reader anyway, I think I actually put him on like point eight speed because it kind of talks fast and I.
00:36:45:18 – 00:36:48:22
Lauren
Read that like or in class I was like 3.1 speed on that book.
00:36:48:23 – 00:37:05:09
Ralph
Oh my god. Yeah. So I went from orange class to him. I went from pitch anything, flipped the script, you know, under $1 million money models like, oh my God, fastest listener.
00:37:05:11 – 00:37:06:05
Lauren
I would say like.
00:37:06:06 – 00:37:06:12
Ralph
Guys.
00:37:06:12 – 00:37:27:02
Lauren
Down one thing again, to the people that are listening, a lot of you probably bought the books. Like I bought a book for everyone on my team, and I’m not going through if I usually power through a lot of books because I like learning, but I’m I’m taking my time because I’m implementing and I’m just trying to see and like, that’s where like I go live on Tuesdays with Andy where we like, show transparently like, okay, cool, here’s our inventory of assets, here’s what we’re doing.
00:37:27:02 – 00:37:43:07
Lauren
This is what we learned this week. Here’s how we’re executing on it. And let’s see what does that do for our businesses. But one thing that like while we’ve been reading this together, you know, we talked about he sold at least $80 million worth of books dude has on Goodreads. You know, a good reads as well.
00:37:43:09 – 00:37:44:06
Ralph
Yeah. Okay.
00:37:44:08 – 00:37:51:04
Lauren
Have a learner if anyone wants to know me, like really know me, you just have to judge the books I read.
00:37:51:06 – 00:37:54:05
Lauren
And my snarky reviews. Oh, gosh.
00:37:54:07 – 00:37:55:14
Ralph
Yep.
00:37:55:16 – 00:38:01:11
Lauren
But when I looked on Goodreads oh my God, you’re looking it up. No, no. Oh, I, I’m looking up. But if you look on.
00:38:01:12 – 00:38:05:11
Ralph
Oh my God, there she is. 701 books.
00:38:05:13 – 00:38:06:21
Lauren
Anyways.
00:38:06:23 – 00:38:11:14
Ralph
A good picture. You by the way.
00:38:11:16 – 00:38:35:08
Lauren
See, look at these comments then. I like lose my train of thought. I get so distracted, but I love it. How many reviews does he have for a book that he sold $80 million worth of copies for? Last time I check, so I’ve been keeping track in the book. You go back. He had 32 reviews and only 204 ratings you’re sharing.
00:38:35:08 – 00:38:37:02
Lauren
Oh, gosh. That’s me.
00:38:37:04 – 00:38:40:18
Ralph
There.
00:38:40:20 – 00:38:44:17
Ralph
Well, but I was looking at I might as well, like all of our YouTube listeners are.
00:38:44:17 – 00:38:49:17
Lauren
You can see that I’m like, halfway through my goal. I’ve only read 42 books this year, and I’m like, behind. Look at.
00:38:49:17 – 00:38:52:10
Ralph
This. You read that, you’re that. But oh, no.
00:38:52:10 – 00:38:54:00
Lauren
Those are currently readings.
00:38:54:02 – 00:38:54:12
Ralph
Currently.
00:38:54:12 – 00:39:08:05
Lauren
Reading tarot is an old client of mine. So. Yeah. Yeah, I loved working with it. She’s amazing. So anyways, yeah, you can see what I’m currently reading. Oh, gosh. Oh gosh, 47 books that Lauren is reading. Lauren starting a lot.
00:39:08:05 – 00:39:10:07
Ralph
47 books at the same time.
00:39:10:09 – 00:39:34:12
Lauren
I’m just like, I’ll get them from the library. I don’t enjoy finishing them. Oh my gosh, Ralph, go just click $100 million money models. Oh let’s stay on topic. So okay look, as of today right. We are recording this with today’s date September 16th. He launched a month ago today. Yeah. He has had only 239 people leave ratings and only 36 left.
00:39:34:12 – 00:39:54:12
Lauren
Reviews from $80 million. Minimum number of books that were sold on Goodreads. One of the most popular places to rank books. Only 239 people have said they finish the book. Hell, if we look at that, it’s like, well, the way I look into it is Alex Hormozi just sold a bunch of cookbooks to people that don’t cook.
00:39:54:15 – 00:40:15:07
Lauren
Yeah, which is where again, it’s okay if you don’t take action. Maybe one day you will. Maybe one day you want. I’m not here to judge you for it. I will if you make a promise to yourself that you don’t follow through on. But all that to say, like if he did $80 million million worth of books and a month later 239 people finished it of the quarter.
00:40:15:07 – 00:40:25:17
Lauren
Million people that listen to our podcast every month. I have no problem giving away our content because so few people are going to actually take it. Oh 400 oh, wait, no, I think this.
00:40:25:17 – 00:40:27:01
Ralph
Is this is Amazon. This is.
00:40:27:01 – 00:40:38:21
Lauren
Kindle. Oh, okay. Okay. Great. Oh, now you have an even bigger one okay. But still combining we have so less than a thousand people that has finished the book to which many of them got them for free because someone bought a bunch and gave it to them.
00:40:38:21 – 00:40:41:19
Ralph
So what are you saying? You’re saying nobody implements?
00:40:41:21 – 00:40:45:23
Lauren
Nobody implements. Yeah, you. That’s why you’re putting us.
00:40:46:01 – 00:41:01:07
Ralph
That’s why you’re reading it very slowly. That’s why I read it and listen to it at the same time and put them on point eight, because that’s the that’s the best way to comprehend. So we’ve covered a lot of ground here. Basically give away your best free the best free stuff and you know, your best stuff.
00:41:01:09 – 00:41:04:10
Lauren
Yeah. Don’t be afraid because don’t people don’t implement.
00:41:04:12 – 00:41:15:21
Ralph
People do what’s right. Don’t be worried about giving away trade secrets. I mean, we’ve been doing this for ten years. Like, I know there’s, you know, tons of agencies that have taken our stuff and, and gone and done it.
00:41:15:22 – 00:41:16:03
Lauren
For.
00:41:16:05 – 00:41:17:03
Ralph
Me.
00:41:17:05 – 00:41:37:01
Lauren
I just as an agency because I know I learn from you and Kazim and from Molly. I mean, she’s been one of the most, like, influential people in my life in terms of growing my agency. So it’s like, yeah, I, I’m grateful that I implemented a lot of stuff. I’m grateful that I wrote that very, erotic knock off review, which ultimately landed me that.
00:41:37:01 – 00:41:39:15
Ralph
And that landed you this gig right here.
00:41:39:15 – 00:42:01:12
Lauren
Handed me this gig because I implemented okay. You asked for reviews, I wrote reviews, and then Alison read it on the air. And again, I was actually in this room when you and Allison referenced me on the first time on my on your podcast, by the way. They’re like, can we give a shout out to Lauren Petrillo? She wrote this thing to me on Twitter and I, like, screamed and like, I remember, Robbie, that someone broke into our house.
00:42:01:14 – 00:42:02:12
Ralph
It’s so funny.
00:42:02:13 – 00:42:06:10
Lauren
The joy that came from being nerd famous for five seconds.
00:42:06:14 – 00:42:19:09
Ralph
Yeah, well, go good. No, because it you know that I think the follow through is everything. So there’s a lot of lessons here in today’s show versus content diversification. There’s giving away your free stuff. We never got to our case study, which we’re going to get to. Oh it’s.
00:42:19:09 – 00:42:19:23
Lauren
So good.
00:42:20:00 – 00:42:36:00
Ralph
Next show. And it’s so good because it implements all of this stuff and it shows, you know, I mean, I like to highlight the brilliance of our team every now and then here. But the point is it’s like there’s a lot of learning. But all of it was this, believe it or not, at the core of it. And then we just did a couple of other tweaks.
00:42:36:00 – 00:42:48:17
Ralph
So we’ll do that on next show. Promise promise promise. But anyway, this is great. So we’ll leave all the links in the show notes. If you haven’t read our Rosie’s book, I mean, I don’t know, can we be bigger shills for him? I guess I’ll probably leave like, no, no.
00:42:48:19 – 00:42:50:06
Lauren
Lala lala.
00:42:50:08 – 00:42:56:07
Ralph
Lala lala. Okay. All right, well, I need some more links for Layla stuff because I haven’t elicits all of her stuff.
00:42:56:09 – 00:43:14:08
Lauren
It’s so good. And Cheyenne like, leads her content strategy and just, like, shout out to you and Michael because Michael and Lisa, director of media and stuff like, I just I love what they’re putting out there. So while her mosey the hormones, these are the face, Alex is the face and doing a lot like he’s running a lot of aspects of the business.
00:43:14:10 – 00:43:26:20
Lauren
Layla, I believe, is still like a direct contributor to a lot of her. The stuff that she does as a creator. So you can be a feel for Alex. And I’m not saying I’ve never met him, nor even met Layla, but I am a super fan. Yeah, well.
00:43:26:20 – 00:43:43:12
Ralph
There’s yeah, there’s stuff is good. And like, if you’re thinking about starting in this business or doing like, it’s a great model because he does give away everything. It’s, you know, he sold $100 million worth of books in one day, but it took him, what, ten years to do that? How long has he been doing it?
00:43:43:14 – 00:43:46:14
Lauren
Who cares? $100 million. Nine years in a weekend?
00:43:46:17 – 00:43:47:16
Ralph
Yeah. Crazy.
00:43:47:18 – 00:43:56:11
Lauren
It takes work building a business. Building a brand isn’t easy, but when you do it and you really commit to it, you can potentially cash out, like.
00:43:56:13 – 00:44:06:03
Ralph
Yeah, that’s it’s the long game, you know. And this stuff now is the thing that is the long game. And what’s the average podcast. That’s 2 to 3 months.
00:44:06:03 – 00:44:08:05
Lauren
Two months I think like nine episodes.
00:44:08:09 – 00:44:28:09
Ralph
Yeah it’s about nine. Yeah. It’s about 2 to 3 months. Like you just have to be that much better than just the next person. And a lot of it is just showing up. You know, it’s just being consistent. And I hate to say that that’s another lesson here, but that is another lesson here is just showing up on this to my son, who just started his brand new job about a month or so ago.
00:44:28:09 – 00:44:49:12
Ralph
He’s like, I’ve already sold like eight of these things in a week, and that’s like my quota for two months. It’s like, because the guy before you didn’t show up didn’t even show up. He’s like, he’s just he’s like, really? Does that how it works? Yeah. Half of your success is showing up, I swear to God. Like if you show up, you’re ahead of all 50% of your competition.
00:44:49:14 – 00:45:06:10
Ralph
The other 50% of what you’re going to do is obviously is what you’re going to do while you’re there. The point is, it’s like that’s a very large percentage. Hormozi has shown up for the last nine years. That’s why I made $100 million one weekend. Anyway, we’re showing up here twice a week, so make sure that you leave a rating and review wherever you listen to podcasts.
00:45:06:10 – 00:45:14:10
Ralph
We would certainly love that. Will read it out on the air, just like we did with a young Lauren Petrillo way back when.
00:45:14:12 – 00:45:15:23
Lauren
Hey, still young, still young.
00:45:16:00 – 00:45:43:12
Ralph
Hey, still young, still young and fluffy. All right, well, all your, all the resources that we mentioned here, over at perpetual traffic.com, and of course, we want to hire to 11 go over to, to our 11.com/apply and anywhere else on the internet that we want to promote. Now I think we’ve promoted enough Alex Hormozi stuff. Point is is hope you enjoyed this week’s show until and well, scratch that.
00:45:43:12 – 00:45:44:15
Ralph
Cut cut cut cut.
00:45:44:17 – 00:45:51:14
Lauren
So if they want to follow along on the book, read with me, they can follow. They can connect with me on LinkedIn. I do it on Tuesdays.
00:45:51:16 – 00:45:58:18
Ralph
Right. Cut, cut, cut. And if you want to follow along with Lauren and her book, read, where do people find that?
00:45:58:19 – 00:46:05:19
Lauren
I go live on LinkedIn. Easiest place or at Mongoose meetups is our Instagram, but it’s best on LinkedIn. More fun.
00:46:05:21 – 00:46:22:20
Ralph
Awesome. All right, well, we will be sure to do that. And we’ll leave links in the show notes for that as well. So on behalf of my genius co-host Lauren Petrillo made you laugh again. You did well. Till next show. See you.
