Let's recap everything we've covered so you have a clear mental inventory of all the valuable insights and strategies we've discussed.
Recap of What We’ve Covered
1. Defining a Lead
- Lead: A person you can contact.
- Engaged Lead: A person you can contact who has shown interest in what you sell. This is the true output of advertising, and it's what we aim to generate.
2. Turning Leads into Engaged Leads
- Use an offer or lead magnet.
- Steps to create an irresistible lead magnet that drives more people to want to buy your stuff.
3. The Core Four Advertising Methods
- Warm Outreach: Ask people you know if they know anyone interested in your offer.
- Public Posting: Hook, retain, reward, and give until they ask.
- Cold Outreach: Reach out to strangers with personalized, high-volume messages.
- Paid Ads: Target strangers with effective ads using targeting, call-outs, CTAs, and client-financed acquisition.
4. Maximizing the Core Four
- More, Better, New: Continuously test and improve your advertising efforts to overcome constraints and scale your business.
5. The Four Lead Getters
- Customers: Get them to refer other customers.
- Employees: Hire them to scale your advertising.
- Agencies: Learn new skills from them through upfront agreements.
- Affiliates: Launch and integrate them to continuously flood your business with leads.
6. Taking Advertising into the Real World
- Rule of 100: Commit to 100 primary actions per day.
- Open to Goal: Set up your day to achieve your desired number of engaged leads.
7. Six Levels of Advertising and the $100 Million Leads Machine
- From informing your friends to hiring veteran executives, we discussed the steps to build a robust advertising machine.
A Life-Changing Story: The Many-Sided Die
Imagine you and a friend are playing a dice-rolling game.
Each of you is given a die—one with 20 sides and the other with 200.
Only one side is green, and the rest are red.
The goal is to roll green as many times as possible.
The rules are simple:
- You can't see how many sides your die has.
- You can only see if you roll red or green.
- If you roll green, one red side turns green, and you roll again.
- If you roll red, nothing happens, and you roll again.
- The game ends when you stop rolling, and if you stop rolling, you lose.
What Do You Do?
You keep rolling.
When you roll red, you pick up the die and roll again.
When you see others roll green, you pick up the die and roll again.
When you roll green, you pick up the die and roll again, telling yourself, "The more I roll, the more greens I get."
At first, you roll green occasionally.
But as more red sides turn green, the greens appear more frequently.
With enough rolls, hitting green becomes the rule rather than the exception.
What Does Your Friend Do?
He rolls a few times and hits red each time.
He sees you roll green and complains that your die must have fewer sides.
He reasons that it's the only way you could roll green before him.
He rolls a few more times in frustration, hits green, but then complains about how long it took.
He spends more time watching you and complaining than actually playing.
Meanwhile, you've hit your green streak, and it's much easier for you.
He eventually quits.
The Lesson
The die with fewer sides might roll green sooner, and the die with more sides might roll green later.
But every die with a green side always has a chance of hitting green if you keep rolling.
All of us get a many-sided die.
You never know if it's someone's 100th roll or 100,000th roll.
The more you roll, the better you get.
The only two guarantees are:
- The more times you roll, the better you get.
- If you quit, you lose.
Learning to advertise is like the game of the many-sided die.
You don’t know if it will work until you try.
When you start advertising, you’ll probably hit red on your first few rolls.
But if you keep trying, you’ll hit green.
The more you do it, the easier it gets, and you begin to understand the game.
The key is not to quit.
Final Thoughts
You cannot lose if you do not quit.
Advertising involves a lot of failure, but when you win, you can win big.
The more you win, the better you get.
Expect to lose more times than you win, but know that every roll brings you closer to a green.