If I Wanted To Scale A Service Business In 2026, Here's What I'd Do | Ep 941

23:30That's thing one. By the way, for the record, we do like serving our clients. So it's not like they're bothering us. Oh, of course. Of course. Oh, of course. Yeah. Clients, they're very happy to deliver and they're very grateful. And congratulations for everybody who got the$5 ,000 thing. Yeah. It will never be sold again. The second thing is going to be our acquisition model. Okay. So you guys are doing the five-day challenge. So if I wanted to make the lowest risk bet, my lowest risk bet would be run the playback again and now sell the thing that you should have been selling this whole time.

24:02Okay. Okay. If I wanted to be spicy, which why not? Yes. My spicy version of this is you run date night and you make it two to four hours. And then you just pitch right at the end. So the reason that I'm a big believer in this is that there's a certain amount of information that is required for someone to make a decision. We can spread that in five hours over five days, or we can do one five-hour session. If I had to pick between the two, I'd rather do the five-hour session. And the main reason is because I can weave a lot more things in. You're kind of in state. You're in flow. It's top of mind.

24:31You're there rather than having to remember each time to come back to this thing. And so you'd also have twice as many people that you'd be pitching to. If your position is a date night, no one's, oh, I'm going to do this date night for 60 minutes. It's not a date night. So I think having it be extended, that you already have permission based on the nature of what a date night normally is. So this all makes sense. This is your activity for the evening. We got you covered. This has already been demonstrated across lots of industries that just super long single day or half day events can be incredibly compelling for selling very high ticket things.

24:58When someone gets three or four hours with you in person, they get a pretty decent vibe about you and your expertise and whether they want to make a buying decision. So they would actually do a real date night and just sit in? Yeah, yeah. And we're just talking through different exercises. Yeah, and I think you're doing like, this would be like, break all the internet marketing rules. but you're doing like a Friday night. Yeah. Now, if that's hard, then it's like, you could test it and be like, it's Thursday night. But from all the math that I've seen, doesn't really matter what day you run it.

25:21Perfect, perfect. That works for it. You can believe whatever narrative you want, but at the end of the day, I don't think it's gonna matter. Okay. If we had to do it tomorrow, I'd say, just run the play you already know, it's already built out, and then just offer the better offer. So what we need to do here, and this is actually super common in a lot of businesses, you have to pull cash flow forward. So number one, one of my preferred methods, is you can do layaway, right? which is you can pay on whatever plan you want, but you won't get delivery until you pay X amount. Like until you pay a third, we don't start, but you can pay, you can make it as flexible as you want.

25:46But a lot of people are like, I'll just pay a third now and then start the payments. Okay. And then that way you can pull out more of that cash up front. So we wouldn't even start the service until we get to that point. Correct. I think so at least put their... Yes. You can do an onboarding call or something like that if you want. So you're just to be like, hey, congratulations. We're excited to have you. You know, we'll add to this community, but we're not going to start doing the deep dives and all that stuff until you pay. The way that that would help solve the cash flow issue is the idea is that most people would be like screw it I'll just prepaid the first quarter.

26:12Yeah, okay now that's kind of option a and I would just recommend doing ask for the quarter up front Which is basically the way it works is it's 9k down and the reason we do this is because the deep dive we do is really intense and It costs us the most out of everything that we're gonna provide for you All right in terms of our time basically you sell that and then I would just immediately start the payments whatever it is,$2 ,500 or$3 ,000 per month after that. But I would start immediately. It's not like you pay nine, don't have to pay, and then you have the next thing, because then you're gonna have a churn.

26:41True. The thing here is then you down sell layaway. So if they're like, I can't pay the 9K now, no worries. Just make three payments, and then we'll kick you off. Okay. And that's cool because you're also probably gonna come up soon to one of the event dates. Cool, you're prepaying this, you're gonna be doing a vacation anyways, might as well just think about a savings bonus. I don't think we need to complicate this any more than that. Basically, the fast action bonus is you start now. and we do the deep dive immediately and you'll qualify to come to our event so if we have an event in two months everybody who prepays can attend and gets the deep dive yeah and you're always gonna have one within four months anyways if you're doing three a year yeah okay so the only way they come to the event or get the deep dive they gotta at least okay yeah next thing is we're gonna go acquisition all right let's do ads right now what I want you to do is also offer a$2 ,500 rebate as soon as they sign on and do their first date night they make a video of them doing the date night and what the experience was like and so then you can use all those for ads on the front end oh I love that yeah so you give them a rebate so it's like it's$32 ,500 but you get$2 ,500 back as soon as you send us the video and it's just and it's and you obviously gives permission to use it don't talk about money just talk about the experience talk about what it's like okay and you would add the rebate costs on top of the yeah and then you got it again I'm a big believer in making ad machines in every business which is like I want to have the normal function of the business, create the marketing for the businesses.

27:59I want a fusion reactor. I want something that can just self-sustain. I don't want to have inputs that's always me to drive the business forward. And so whenever I can, wherever I can in a business, I want to create some way of documenting stories, narratives, emotions, outcomes from customers. Think about how it works in sequence. One person advertises, that's me, that starts the engine. Customer comes in, customer has great experience. That experience gets documented. That experience gets advertised. That experience from that customer gets the next customer. So the only thing that's really required to get the business started is me just doing one big marketing push.

28:31And then after that, the snowball rolls on its own. Okay. So if we're looking at these ads, do you guys ever run video? We've tried, but it hasn't performed as well for us. Yeah. So I'll tell you a secret about video. Video has higher volatility than images do, but your best ads will be video and your worst ads will be video. So video outperforms images if they're good videos. Images outperform videos if they're bad. You guys make content, right? Yes. Okay, so can you pull up their Instagram real quick? What's your best one recently? The one to the top right. Okay, there we go. To any man who's married to a strong woman, here's a new lesson I've learned about masculinity.

29:07Your wife's strength does not have to compete with your strength. It actually complements your strength. The strength of your wife does not threaten your manhood at all. In fact, the more you encourage her to flourish in the areas that God has gifted her in, the healthier your relationship will become. So when you lead from this place, a place of collaboration rather than a place of competition, you actually become the strong man that you and she wanted you to be in the first place. Love this. So now all we do is take that, run this as an ad, and then put a five second CTA at the end. My wife would have been working together for this many years.

29:39If you're a couple and entrepreneur and this resonated with you, come attend. We're doing a four hour date night. It's going to be awesome. Like we're trying to do the world's biggest night. Either way, it's going to be a blast. It's absolutely free. Just put in your information. We'll send you a couple texts to remind you and and we'll see you there. Perfect. Love it. Love that. That's great. What I want you to do, is because you guys are cash constrained right now, is how many pieces of content you're putting out a week? Like two. Okay, so what I want you to do is get to at least one a day. Okay.

30:03You're gonna use that as your free testing ground. You're gonna take your highest performing clips and then run those ads and just slice the CTA at the end. Got it. Okay. Okay? Perfect. So we're gonna repurpose best performers. Did you get any business from that? No. Is there any post that you've made that has gotten you business? The closest we got to that was a podcast interview that we did where the podcast hosts themselves loved us so much They hired us to go some. Okay, got it. So what I would also do is I want you to take that podcast and slice it up and run the moments as both organic and as That's the ad side that I would do now Obviously, I think you should also make normal ads following the standard advertising process that we outline in our lovely leads book You can still do the images.

30:45I would just run a ton more of them Like how many images were you running for this normal campaigns? We do probably like 12 to 16 So I would probably bump the end on that to like a hundred on images Just because like you just have no idea literally just open up your iPhone You have probably a gazillion images of each other and hanging out literally run all of them. Okay Okay, just all of them on the image side and then this with the organic that will give you a good amount on Camera roll there. Okay, so I think if we just did that you'll probably be good to go same Copy that is yeah your highest performance.

31:17I think copy usually needs to change very little I'll tell you secret for school last year We spent tens of millions of dollars on ads and we never changed the copy once Okay, once the copies right you just keep changing the creative because it's like this is the message that resonates Now we just need to get it in front of different people in different ways different hooks in terms of the creative But like the actual words on the copy more let's do funnel, which is not really existing Okay, so I do think that part of the reason that y 'all's show up rate is so low is because you don't actually have a page Yeah, so lead form opt-ins tend to be the lowest quality overall I would bet that you could probably get some of the number of 25 % if you ran them to a funnel Now that being said you'll get cheaper options here But you won't necessarily get cheaper sales because you track CPA, right?

32:02Have you ever done it to a funnel or not? Yeah, actually that's the reason why we currently run lead formats is because when we tracked the CPA all the way to the back end The leads that opted in through the lead form were the lower CPA and higher qualified too, which is weird. Like even our agency said, we've never seen this, but okay. It's not common. Was that one campaign that you did that on? No, we split tested it for a year. Yeah, because I even thought I was like this makes no sense. It doesn't make any sense. Yeah, well then I'm not gonna mess with it. At the end of the day, the actual percentage shows and things like that don't actually matter.

32:33The only thing matters is cost to acquire and would we be okay with a$1 ,500 CAC on a$2 ,500 thing? Yes, would it be cool with a$25 hack on a$25? Yeah, sure. And now that we have the 9k, we're going to get way more of those up front. Yeah. So you hear the common theme between probably a lot of these different kind of episodes that I run with business owners is that there's many things they could potentially improve in the business. But there's usually one or two that are the big levers on growth. And for Kyle and Ariel, it's the offer and the creative. So make a better offer, make better creative.

33:04Better creative gets us better leads. Better offer gets more than to buy. We sing happily ever after as Butterworth draws my bath. For now, I'll say this. I don't want you to change it. I want you to stick with what we have. Make better ads. Have a superior offer. The main test that we have to basically make the decision on which we will by the end of this is do we want to run the same play again or do we want to run the four hour date night? It's hard because we've been just following here's what works, let's just keep doing what works until it stops working. And now we're like, well shoot. Well it has stopped working.

33:33Yeah, now I'll bet you that the messaging of the five days probably converts because because your conversion has been fine It's just been like attendance and stuff. And so for me, I'm like, okay Well, I do think that there's probably way more people running five-day challenge stuff And so that's fairly typical if you were to run it as a date night I think that's a unique angle that is unique to your business You can still do the same amount of kind of presentation time as you normally would probably slice some stuff out too You want to do intro outro every time. So probably is three hours of quality content out of five Yeah.

34:02So this is like, great. And then you can just do a wrap-up pitch at the end. If you changed nothing, you'd have twice as many people there for the pitch. If the date night converts better than the challenge, then it'd be even more. How much of this is like a date night fun activity versus what we do during the challenge, which is very tactical, heavy, objection handling, sales, you know, all that kind of stuff. Well, you still provide value in the fun. Of course. Right. So just do that. OK. And you can probably reframe the front a little bit. Literally just the introduction, and the rest of it can probably be the same.

34:29If I started, I was like, hey, everybody, welcome to date night. If you're anything like us, date night is not business or fun, it's both. And so we're going to do that together. All right, so let's start and then you're in, right? So I think, there you go, we've just merged it, now we're in. Perfect. Okay, that's a great frame. You lose a frame. So what's your upsell percentage from the in-person events that you have now? So our in-person events, I've held two so far. Last year was the first time we had the lower ticket offer. We focused way too much on production and providing value and barely pitched.

34:56So we weren't that intentional. So therefore I think we only sold one of the higher tier program at our last event which covered the cost But it'd be great to like do a lot more. How many people would you close in general out of the people who attended? No, but what about to renew on the lower ticket thing? Only one person total. Yeah, okay. You definitely didn't pitch It was we went to soft and I know you say that you're gonna pitch pitch and yeah So how many days is the event? two All right, so number five is me renewing. So this is me just planning ahead. If you just do the stuff we were talking about, like the business will probably already triple or more.

35:32I'm not triple. Sorry, if it's three million, then it'd be more than that, like seven or eight X. Okay. So you've got day one, you've got day two. Intro is going to matter a lot. It's one of the most important things of an event. It's just blowing people away, be on top of it. It's a lot of little details. Yeah. Green by name, have specific facts about their business, about their marriage that you bring up to each person. I would try and have a list of people that you can tag so that, do you have help for these events? Yes. Take the list of people who are going to be there, break them into different rosters, be like you're on A, you're on B, you're on C, you're on D.

36:01You can give different lanyard colors so that they can basically know, oh, this is green, this is blue, this is yellow, this is orange. And then you're in charge of yellows, you're in charge of reds, you're in charge of oranges. Make sure that you tag along, they have a little list, and they have the two facts they're going to bring up to them. They're like, damn, these people are on top of it. And so that's the in-between. So you'll have your intro, you'll have meet one, meet two, and then you have your break, M3, M4, And then you'll probably have your pitch and then you'll have another intro again Sorry, and one and two and then you'll have lunch And then I think here's where you do a soft repitch and then you do and three and four and then wrap That makes sense makes a lot of sense Yeah, I would say here I would do a dinner of some sort people who buy I get to go to dinner with you guys so reserve a nice place So that gives them immediate reason and then here this can you typically be shorter.

36:47I said this can usually be like 15 to 30 minutes that's just saying my team tells me x y and z from yesterday so I wanted to handle some of those things up front for you but I'm gonna try and frame this anyway still died and so it'll help you with your business too yeah yeah so teach while simultaneously overcoming objections got it and that's what the repitches yeah now for this pitch would you do like the full hour you don't typically need to oh I'm a big believer in like just provide value I think stories and narratives are really powerful here frameworks things like that and then basically at the end I think just having like if today was valuable do you mind if I just tell you a little bit more about what we do okay sure and then you're talking 15 minutes stack and close okay that's it you basically just make the offer let them know how to get it it's called action and then come to dinner with us yeah everybody that does it yep that's a huge relief because in my mind I'm like every single thing we do from start to finish we have to structure in a way that I like lead to it but for right now you haven't sold anyone so we're gonna start with just selling you have an a clear offer and then just asking again and we're going to leave it there for now okay of course if you weave in something like in the examples that you use in each of the media sessions you're like hey like you want to weave in the different avatars both psychographic in terms of what are the belief systems that these people have and then also what are the typical problems that they're dealing with because that'll be different too and i'll bet you of the three if i had to pick for diversity that would be the one i'd want to make sure i had the most diversity in the biggest one is going to be the diversity of objections these ones where their business was crushing it But the marriage wasn't the other ones their marriage was crushing it with their business It's actually causing problems because if they just had that right, they'd be good to go Yeah, other ones let's talk about kids basically hitting the different things that someone's gonna bring up.

38:24Okay. We all have Unspoken limiting beliefs and the difficulty is recognizing them I think this is in my book my favorite quote of all time that will likely be on my my tombstone Which is the value equation Which is we question all of our beliefs except for the ones that we really believe in and those we never think to question And so I think it's such a powerful statement because we are limited by invisible chains of our own making and So many times in my life I've been living inside of a cage that I didn't even know existed and so they are enslaved to this business right now because of their beliefs about the fact that it must be this way or that there is no possible alternative reality in which they could sell people and help them in a non-101 scenario and And all I wanted to do is just bring in evidence from other scenarios where people get more help from being in larger groups Not one-on-one so that people could not be ashamed, but these blocks exist all over the business It could just be from the price or no one's gonna like these ads or no one's gonna want to buy this offer It's like you don't know until you try it and if you're not sure Just look around because if you're in a tremendous amount of pain Then you should be incredibly motivated to disprove the belief that you have that there's a way to solve this problem Now when you say renewal, are we renewing into the lower tier offer or should we?

39:41No, I think you should only ascend. Only ascend. For the existing and I would just let them know, hey, we're sunsetting this and so you guys bought a year or whatever it is. Yep. And so the nice thing is that it's super light on delivery for you guys anyway, so it's not a huge deal and I would sunset it. So those are the big five. Cool. So I'm going to recap them for you and then we'll put this in a bow. Quick question too on the renewals. Like, would you do a specific incentive for renewal? Would I have an incentive for immediate renewal? Yes. So I'll give you a couple of different ones that you could think of that you might think is more compelling or less.

40:06You could say, hey, for everyone who renews today, we'll buy you first class tickets to the next event or all three events next year. Love that. I actually like it because the experience really does start when you leave home. And so it's like you've got champagne on the plane, you're going to move on the mindset. And so what's the total net cost on that? It's like six grand maybe. So you can keep the price the same and you can add that in. Or you could say a very classic fast action bonus or something like that. Just knock five grand off the price. For immediate renewals. Yeah. Okay, so renewals for the high ticket and then lower tickets is for sunsetting.

40:36It would just be ascension. Okay. Yeah. In between right now, adding the quarterly and the deep dive. Okay. Okay. For now. And people will pay$25 ,000 for that. For sure. I mean, the only other things are modules they're not using and calls they don't care about. They do love the slack though. The slack. You know, they can ask us a question. Well, the thing is, is that there's things that people might love after they buy, and then there's things that people will love before they buy. I'll give you an example. So at Plant Fitness, they have like a pizza night once a week. I think it's Tuesday or whatever.

41:02It's like you can get pizza. The reason they do it is because they're like, listen, at the very least you can come get pizza here and it's gonna be cheaper than this membership. You just get free pizza. So it gets people to buy. But then people, no one even eats the pizza because they don't go to the gym. Because they feel guilty. But the thing is, this is a great little shtick. The reason someone buys isn't always necessarily the reason someone stays. Now if people haven't been ascending, then the slack takes up your time, but it's not causing them to buy again. True. True. It's just a time cycle.

41:27So from the outside looking in, the slack isn't necessarily a selling point as much as it is a something people like afterwards. The reality of it is that you have reinforced them messaging you all day. True. So they message you and then the latency between you responding then reinforces them doing that, which means the group's probably not super active. Your Slack messages are super active. Yeah. And so it's like we want to redirect all of that activity to the community because think about all the value that lives in all your Slacks. Right now it's to no one. So if someone's going to ask you a question, I'll answer for everybody because that question is not one of a kind.

41:57Now the other piece that I would break that you pierced the veil on is we set this up with one-on-one two days a week. You guys are Christian, right? Okay. The amount of church relationship communities where it's 10 people in a room, 20 couples in a room, and they get up and they talk. You have AA, super personal, people get up in front. I think it's a belief that you have, but like couples problems are couples problems. So here I was, hitting her from behind. They're just gonna be like, we're having trouble in bed. And everyone knows what it means. The flip side of how I would sell it is, listen, one of the hardest parts of being a couplepreneur is that it's lonely.

42:28And so wouldn't it be nice to know that the struggles that you have are struggles that other people share too. And to be clear, I would use the exact examples. I'm not going to be saying like, what are the positions you're rotating through? I'm like, have you brought a friend in? I'm kidding. I'm saying like, it's like, all right, well, she threw her wig on. But like, no one's like, clutch my pearls. They're married. Do whatever you want. And so I think it's a belief thing. And it's like, you're not talking erectile dysfunction. You're just talking about the relationship. And those are going to be commonalities.

42:57And I think that long term they'll probably feel more kinship the idea that like they're stuck in the same business issues And the business advice you give helps everybody the relationship advice you give helps everybody now There is a ratio where it stops being small group and becomes one-to-many Yeah, so basically after like I would say it's seven ish. It's now not enough individual time I think if you guys did one on four and he did the four ninety minute sessions. Yeah, I think you'd be fine It's harder to go from one-on-one to one-to-many so if you're gonna change it, I would just change it Okay.

43:27What do you think? If we are currently doing like weekly group calls and Slack, there's almost a constant flow of question answering and things like that. If we're just going to quarterly calls and the events, there is none of that. It's almost just the experience of coming together at the events and then getting the strategy each quarter. Do you think there would be any pushback from people not being able to ask questions on the strategy that we map out every quarter? Maybe. Okay. Comma, how much does it matter? I think, again, a lot of this comes down to framing. Yeah, and so if I'm going to work with someone for example I'm not going to be like hey hit me up whenever because the thing is is that doesn't serve you because that means that I'm making all your decisions for you Which means that you never learn right you also never know how to prioritize if every single thing You just outsource your decision-making to me which is not a good life for me or you and that has happened Of course it has and so the thinking process that I would have is by doing it this way You'll be fully focused on the fewest things that matter most anyone can give you more things to do It's about doing the fewest things that make the most impact just as much as this for the relationship as much as this for the business Because like your wife you could probably I can probably give this list of ten things But if you just said thank you for doing the dishes every single day and maybe pick up the kids once a week Yeah, get us some flowers if you just do those three things the marriage is fixed Let's just think about how do we remove everything that's preventing you from doing so I think a lot of it It was just subtly in terms of how you're presenting it in the pitch But I would call that out if you're the type person who's like hey I want someone to tell me exactly what to say to my wife every single day Here's the thing.

44:56I'm not married your wife, right? You married your wife And so if I were to do that I would be doing you a disservice because you're never gonna learn Yeah, I'm just gonna be chat GPT for you for relationships, right? And you know what you should use chat to you for it. He's not bad These day-to-day things what we're here for is for the big decisions Yeah, that's where we provide the most value Okay, because if you look back on your life There's a handful of decisions that created the life you have and we want to make the next handful of decisions exactly what they should be to get to the life you want.

45:21That's fantastic for me. Because I've even told her, too, that my brain feels like chat GPT because I'm basically answering questions all day long. Terrible to live. Yeah, it absolutely is. Along the same lines of that, though, the best case studies we've had of couples, we're very blessed to say that we have 20 videos of just amazing case studies of people making more money and taking notes. I don't know if that would have been possible had we not held them accountable to taking the steps and stay focused. because between one quarter to the next, I mean, you know, how much can shift? Do people shift priorities?

45:50People get distracted, whatever. So how do we mitigate that part? So I'll give you escape valve and then another frame. Okay. So escape valve, if you want, which is who here has seen or heard of who wants to be a millionaire? So everybody had three lifelines. One of them was call a friend. One was remove the statistical. So for us, you've got four 911 calls or two. If it's a 911 emergency, then by all means, let us know. and we'll figure it out. But that way it's on an escalation basis. Again, the goal here isn't for them to be dependent on you. True. The goal is for them to learn the skills so that they can get to where they want to go.

46:24Anyone can give you a lot of things to do, but that assumes unlimited resources, which you do not have. And so realistically, all of you guys here, let's just be honest, you're going to dedicate maybe 5 % of your time to this. So we want to crush that 5 % so we get the 80%, 180 % benefit from it. Yeah. That's the value of strategy. Yeah. Yeah. And that makes 100 % sense too as to why people aren't renewing because they feel like they haven't used all of the resources. Of course. So it's actually hurting us on both angles. Of course. Planet Fitness figured this out. But there was this huge amount of big health clubs, right?

46:57And they had racquetball courts, they had swimming, they had basketball, they had weights, they had cardio. But when they did their research, they found out that 80 % of people just used the cardio, mostly, and then a little bit of weights. And so they said, cool, we'll just cater to the 80 % and we'll dramatically be able to reduce our cost to open and be able to reduce the price and transfer that to the customer. And so what happens is when health clubs are charging$59 a month,$89 a month, people are still only using those two things for the most part. And so we think, oh, I'm going to add more stuff to provide more value.

47:24But all you do is create a larger discrepancy between consumption and lack of consumption. Look at all the stuff I'm not using, which means I'm not getting my money's worth. Rather than thinking, I'm getting all this for$59, they're just thinking I'm only using 20 % of my$59. And so it doesn't matter what the price point is, people still cancel because they just think that they're not using as much as they should. 100 % so that's why when I went back to the bonuses we want to make sure that the things that we're putting there are Absolutely going to be used because they're valuable. Yes. Okay Anyone who's watching this who has a product you need to pay attention to this So let's say that you have some sort of mini stack.

47:57I like the gym membership because it's the simplest example, right? You've got a spa And you've got a pool and you've got basketball court. You've got tennis You've got weights. You've got cardio right there's all these things that we have for one low price of$29.99 whatever it is right the problem is most people are only going to use one of these things throughout their entire career and so you might think oh I'm giving them all this value for$29 but what they're seeing is that they're not using this and so this is now waste instead of even added value and so it's much better to just give somebody a hundred percent of what the only thing they want and charge them appropriately for it.

48:40Because now they're getting 100 % of what they desire. I know this obviously doesn't fix the straight problem of our delivery, but what do you think about doing small group monthly instead of quarterly? So that way it's like setting the plan for the month, they execute on it, and doing it every month with four couples. You would have the same exact thing as the one-on-one situation. Yeah. It's easier to change a cadence than it is to change a ratio. Okay. So if you wanted to start with, we do monthly and it's one-on-four, it's y 'all's call. Okay. You wouldn't do it though. I just prefer to think, like, it forces you and it forces them to prioritize.

49:11Yeah, I do like that. Yeah. And for them to make decisions, not rely upon them. Yes. Come to us with the big decisions that are going to affect your marriage and business. Yeah. And our deep dive in the beginning that we start with is we're going to be identifying what those levers are. Yeah. That's what we want to talk about. What you're having for dinner on Tuesday, what cool date idea that you're going to have, we've got resources for that stuff. You don't need me to tell you you should do clay pottery or wine and paint night or whatever the hell you want to do. Yeah. Yeah. You don't need me for that.

49:33You could Google it. Oh, yeah. The things that I can actually help you with are gonna be the rare things that'll have the bigger biggest impact on the life Yeah, and that's the highest leverage use 100 % yeah, yeah for everybody Yeah, and I feel like this listen if we were to do it where it was one-on-one and it was every single week We'd have to charge$200 ,000 for it. It wouldn't make sense Yeah, so this still gets you the 80 20 of that and then you get all your time When Alex clarified exactly what we need to do I feel like that's gonna lead to even more bliss in our relationship because I'm no longer gonna be tied to A lot of client delivery even though we love our clients It's gonna free up more time for us and it creates a much simpler path to hit our goals as a couple Yeah And it allows us to feel like we can move lock and step in the same direction towards the goal And it's a lot of what we help our clients do so it's cool Yeah What would you do with the people that are currently in that offer?

50:23Would you continue to serve them the same way? Would you tell them that we're making an adjustment like how would you transition that? Here's the great news because you currently don't renew anyone Just wait. Well, the thing is is that like it doesn't actually matter that much So you can continue to see it like always keep your commitments. Yes Like made a promise you keep it done. But in terms of hey, this is what we're doing going forward Then that's it's a new agreement. Yep new terms new agreement. Yeah, believe it or not We've actually got completely stacked because we're good And so because of that we still want to help you and we think this actually is and here's the thing And this is where I think people mess this up.

50:52They will try it. They will apologize guys, essentially, for saying, hey, we were one on one, now we're doing one four, sorry, we're just, no. This is better. Yes. This isn't as good, it's better. It's better because you're going to have other people, you'll hear somebody else's question be like, ooh, that's a good one, I should have thought of that, or I didn't even think of that. Because the thing is, is that somebody might have already solved your problem, and they're on to the next problem. And this also is why we don't need to meet as often, because you're going to hear a higher variety of questions being answered, so that when you do have the next problem a month later, you're like, oh, Sandy, I remember what he said to Sandy, I'm just going to do that.

51:22That makes a lot of sense. All right, let's recap this B. Number one, new back end slash front end offer is going to be 25k slash 30k if they do a payment plan. We're going to do layaway as a downsell with three months, which is 9k up front. You can also do 10 if you feel like it. And that's going to come with two times per year in person, one on four quarterly. You can do one deep dive one-on-one. That's fine. So it's like, we're going to do the deep dive one-on-one with you, And then you're gonna get into the group. Okay. Got it. One-on-one deep dive, and the group. All right, second thing is we're gonna test date night angle.

51:59So we're just gonna take your five day, put it vertical, eliminate the transitions, and then crush it. Number three, ads. So I'm gonna split this into two, because I think, so we're basically more organic daily, which goes into ads, plus CTA at the end. 400 plus images from your camera roll. And then for renewal, you're gonna set it up and actually make the offer. Let's go. at in person and the easiest way to do that is just asking when they're gonna come back that's it this is the next date let's do it so I think that this is already a 5x on your price because you're gonna probably convert about the same amount of people because believe it or not fun fact what matters more for the conversion is the first payment so five thousand dollars this is nine thousand dollars really you're gonna be positioning as twenty five hundred or three thousand yeah so the cash of friends can be more or less the same This is me just trying to get you to believe.

52:50All right, first, I like this angle. This is the big kind of like unknown. This could be like a one to four X. Okay. Because if this crushes, which I really feel like it would, like you might just have a whole new way of selling in the industry. If I were to enter this industry, I would probably enter this way. Yeah. Organic daily, this will just improve your ads. So this could be an easy 1.5 X, maybe two X if we're lucky in terms of decreasing CAC. And then the renewal is just going to extend out the LTV longterm. So that's going to be year two, or three where this is gonna matter. Gotcha. And just to clarify, the renewal, since we're doing this event in a month, it would be the renewal to the new style offer.

53:26Yeah. Okay, got it. This is a combination of couples insurance and couples accelerator. Downside, if you do absolutely nothing and you come twice a year, we could still absolutely change your marriage and it'll be the moments that you remember most. On the upside, you actually do the work with us. Again, use the examples I gave. Hey, you all have an insurance. The problems that you have aren't unique. And so one of the big things about shame is it lives in darkness. It makes you feel like you're alone. Yeah, true. Yeah, that was great framing. I love that. And you also mentioned resources too.

53:53If people have questions, hey, we have resources for that. Would you make that available? Have you defined shame and guilt? Because I think it's probably helpful. So shame is when you break other people's rules that you respect or care about. Guilt is when you break your own rules. So sometimes if your rules are the same as everyone else's, you'll feel guilt and shame. If you don't think what you're doing is wrong, but other people do, you'll just feel ashamed. And if you do something that isn't really wrong in other people's rules, but is for yourself, you'll feel guilty. Yeah. And so I would explain that when someone's like, I don't want to be in these other people.

54:23I was like, let's just nail this. Let's just hit this on the head, which is that you're afraid of being embarrassed. Sure. So why do you feel embarrassed? Because you think you're the only person who deals with that and it's self-fulfilling. So I think we've done a lot of thought. We consulted our elders and we actually think that we want to bring it to the light. We want more people together so that you realize that this isn't something to be ashamed of if you have an issue And it's normal and the only thing that's not normal is that people think it's not normal Yeah, yeah, I love that reframe even the definition of guilt versus shame.

54:53I think it's perfect How do you feel about this plan? I like it. I love it. Do you feel like you can do it? Of course you do. So coming into this we had a thousand different ideas of how we can grow our business And we were so excited to hear from Alex because he has the perspective of a bunch of different business models and a bunch of different marketing models. And now, having got to sit with him, we feel very clear on what is the next best step. Out of the thousand things that we could do, we feel very clear that we could take the steps that he gave, implement it, and actually have more time in the process.

55:25So even as a couple, I think what Alex equipped us with is going to allow us to be even more aligned on where we're going, even more fulfilled, and just allow us to help and serve even more couples. So we're super excited about it. To put a little bow on everything that we're going to do with Kyle and Ariel's business is number one, we're going to have a new backend slash front end offer because it's just going to combine it into one offer. We're going to do a little deep dive with one on four. So we're changing the delivery ratio to just give them exactly what they need and expand their supply capacity.

55:53Number two is we're going to test the date night angle. I think it's going to crush. We'll see, but I feel pretty bullish on it, especially when they gave me their reaction that date night was like people's most favorite thing. I'm like, let's put that on the front end. Number three is just being more consistent with organic so that we can actually create more testing for free with ads because they're a kind of cash-constrained business. So the easiest way to test ads is just post them, see how they do for organic, and then just add the CTA later. So anybody who's broke, consider doing that. Number four is running a ton of images as statics for the ads because they had images that were working better.

56:26That's fine. It's usually because the videos they make suck, not because images are more compelling than videos. Videos are for sure more compelling, but static images are better because people's imaginations fill in something that's compelling. rather than a video that they know wasn't good. And then finally, we're going to build more recurring revenue in the business by having all the renewals occur in person, which is the highest likelihood of closing. And so with those five changes within the business, I think they're going to unlock a tremendous amount of growth. And if you liked this video, you're going to love this next video where I break down a different business so that you can use the same tax they did, make all the money, and then question the meaning of life.