00:27:44 · John Coogan, Alex Hormozi, Jordi Hays
[00:27:44] S0: Right? [00:27:44] S1: Yeah. Like, we're using it. Like, I'll give you two examples we're using. On the ad side, what we did was we built this gigantic data repository, which, by way, I think that's what the big the huge gap that small business owners are missing is they don't have a data layer. And so it's like, you wanna have anything that's unique, it starts with data. Mhmm. If you wanna build, like, any kind of AI, right, that's actually useful. Yeah. And so one is, how do we build a repository of all the data that we have in terms of sales copy, testimonials, videos, collateral, all of that in one place? Yeah. And then have that get piecemealed out into ads Mhmm. In real time, and then also match those to dynamic landing pages. So we have that live right now at acquisition.com in terms of how we're doing it. So we have several 100 landing pages that are getting pushed against several 100 different ad ads that are going out all being done programmatically with AI, which is really like, we're we're not a we're not an AI company, but we use the shit out of it. Yeah. Yeah. And so I think that those are, like, those are the the the on the paid side where it's really, really exciting. [00:28:35] S0: Yeah. [00:28:35] S1: And then on the on the organic side, it's like right now we started more mosey, which is like the highlights channel. [00:28:39] S2: Yeah.
00:28:39 · Jordi Hays, Alex Hormozi, John Coogan
[00:28:39] S2: Yeah. [00:28:41] S1: And I've got one one one cracked out teenager who's do who's putting out twenty twenty clips a day on his own. No. No. He's doing five five mids. So, like, we call mids. It's, like, call it, like, three to ten minutes Yeah. Clips. And then he's putting out, I think, 15 or something like that shorts per day on his own. Mhmm. And so he just takes all the time, if I'm talking to business owners, takes it, runs it through, it highlights the points. From there, he just basically just makes sure that it's good, inserts automatically the the the CTAs that we want, and then boom. It's all [00:29:13] S0: on there. What's your philosophy on bringing the cracked out teenager in house Huge fan. Remote, in person versus agency versus platform where clipping can happen? A Discord that just you hear about these Discords with, like, 200 clippers, and they all get paid on a CPM basis randomly. It feels deeply chaotic. But if you can harness that, maybe it's powerful. But what's your philosophy? [00:29:35] S1: Yes. [00:29:36] S0: Okay. That's a [00:29:37] S1: 100% my philosophy. Okay. But, like, are you an agency fan or in house? It's like, I want three agencies working for me and in house team. Like, it's all all the impressions are out there. Like, gotta catch them all. [00:29:46] S0: Like, go [00:29:47] S1: get them. [00:29:47] S2: You know
00:29:47 · Jordi Hays, Alex Hormozi, John Coogan
[00:29:47] S2: You know [00:29:47] S1: what I mean? And same thing with like, if I I pay a lot of attention, especially on the paid side to ecommerce. I think they're almost always the most cutting edge. Mhmm. When it well, actually, porn's the most paid edge. Right right before that is I'm being real. Right? Yeah. Yeah. Ecommerce is the second most cutting edge. And those guys are all completely the ones who are crushing it going to 0 to a 100,000,000 plus in, call it, like, twelve to twenty four months. Like, all the companies that are running the same playbook Yeah. Is decentralized UGC with kind of like AI back end for screening for control and then just letting it fucking rip. Yeah. And there's obviously some considerations for brand. Sure. Right? Which is like, how do we make sure? But Yeah. [00:30:22] S0: But if the raw footage is [00:30:23] S1: And you only put money behind things that are yeah. Exactly. [00:30:25] S0: Yeah. It's probably pretty safe. [00:30:26] S2: Do you expect to integrate parenting content into your universe? I [00:30:34] S1: don't think everything that's not business has not been, like, super deliberate. I just don't hold back. So if someone asks a question about it, I'll just answer honestly. Yeah. Yeah. But everything I try to think of, like, the middle spoke is still, I'll use this. There you The middle spoke is still business, and then it's, you know, how am I seeing parenting through the lens of business as a business partner? If you want. How do I get an explicit here. [00:30:53] S0: We got it over there.
00:30:53 · John Coogan, Alex Hormozi, Jordi Hays
[00:30:53] S0: We got it over there. [00:30:55] S1: And, like, how do I see, like, my my relationship with Layla? But it's we're business partners, but we're also married. So it's it's always I try to keep that at the middle. Yeah. But some people are like, just wanna [00:31:03] S2: talk you. You know, with with with Taylor and and Travis pairing up, hopefully, have children. Mhmm. You guys having children. [00:31:11] S1: I think we could see the a real baby boom. Yeah. But Important. When you get it out there. That's where doing. The Lord's work. [00:31:17] S2: There [00:31:17] S0: we Can you walk me through how to sort of evolve a brand through what I expected to be more difficult, but you executed it very well. The headline was I have nothing to sell you. [00:31:30] S1: Mhmm. [00:31:30] S0: Now you sell books. I people wanna buy stuff from you. Obviously, you sold a ton of books. Yeah. But there's probably like a, oh, I wasn't expecting this. How did you work through that? Because I think there's a lot of companies where the business model evolves, and they need to change their communication strategy, and they need to deliver, [00:31:48] S1: like Yeah. Like an [00:31:48] S2: AI lab is like, we're not gonna compete What? [00:31:52] S1: It's crazy. Asking for a friend here. I'm I'm such an I I think the absolute simplest media strategy for any kind of change is the whole truth [00:32:04] S0: Yeah. [00:32:04] S1: Not half truth. Mhmm. And I think if you just manage that so it's like, I didn't have anything to sell. Yeah. And I was like, now I do. It's so simple.
00:32:04 · Alex Hormozi, John Coogan
[00:32:04] S1: Not half truth. Mhmm. And I think if you just manage that so it's like, I didn't have anything to sell. Yeah. And I was like, now I do. It's so simple. [00:32:12] S0: I love it. [00:32:14] S1: That's amazing. [00:32:15] S0: Wow. Yeah. [00:32:16] S1: And and Yeah. If if you don't wanna buy it, here's the great thing about capitalism. It's voluntary exchange. So you can just keep getting the free shit. [00:32:23] S0: Yep. Yeah. All good. There's tons of it. There's tons of free stuff. [00:32:25] S1: Tons of free stuff. And we still continue to do that. If you choose to want more help with stuff [00:32:29] S0: Yeah. [00:32:30] S1: In person where we're limited Yeah. Spend money, and we'd love to have you. [00:32:34] S0: Yeah. Yeah. It's fascinating. What is the term for, like, the economic ladder that you help build help companies build? I feel like the first time I was exposed to this with Jocko Willink, you Mhmm. You get to the end of the show, and it's like, if you wanna spend a dollar with me, I got something for you. If you wanna spend a $100 with me, I got something for you. If you wanna spend a thousand dollars, you can come to my conference. $10,000, I'll hang out with you for a weekend. A $100,000. And that ladder of price discrimination is hard for a lot of businesses where it's not token based pricing, where it's just as, you know, consumption based usage of the product, but actually getting the place where look. If you have a billionaire in your audience who loves what you're doing, how do you actually get an offer to them that's the right size?
00:33:16 · Alex Hormozi, John Coogan
[00:33:16] S1: So customers are super fractal. Right? And so you can absolutely make the same amount from 1% of your customers as you can from the other 99, and we have half your revenue from one. Yep. And typically, like, at each level, you have another double. So it's like if you're at, let's say, a $100 a month price point, there's gonna be another double of revenue at a $500 a month price point, another double of revenue at $2,500 a month, another double at, you know, whatever, five or 10 times that is gonna be. And so I think making offers available to people, that is where business owners, like, struggle. They feel weird about it, and they sell out of their own wallet. Yeah. When it's just like, just make them available Yeah. And state the facts and tell the truth. So it's like, if we had one big plaque in our our marketing team, it's state the facts and tell the truth, but it's the whole truth, which is, hey, we're gonna do this thing. It's absurdly expensive. And it's only for somebody who if you're reading this and you're like, oh, that's not absurdly expensive for me. Yep. [00:34:07] S0: It's for you.