Marketero · Entrevistas
If I Had To Start a Business From Scratch, I'd Do This
30 ideas de marketing sacadas de «If I Had To Start a Business From Scratch, I'd Do This», de Alex Hormozi. Sobre todo de estrategia y decisiones de…
- 30 ideas despiezadas
- Fuente Alex Hormozi
- Dura 42 min
- Publicada en 2024
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La regla de 300: un post, cien comentarios y luego el outreach
Canales de adquisiciónVersion desglosada de la regla de 100 para quien no tiene audiencia, en tres pasos: publicar una pieza de contenido en una sola plataforma, dejar cien comentarios de calidad (mejor dentro de un grupo o comunidad) y despues hacer el outreach uno a uno sobre la lista tibia que generaron el post y los comentarios.
single day, you will get customers because you will let people know that you exist. Now the rule of 300, it's really just taking the 100, the rule of 100 for warm outreach and breaking it down into three steps. So I'll break down all three for you right now. So number one is you post content. Just make a post. All right. One piece on one platform. Very simple. All right. You don't need to overcomplicate this. After you make the post, you do a hundred comments. All right. This is really big. Now the comments, my recommendation is you do it inside of a group or community. Now the reason
Escúchalo en el minuto 5:56
La regla de 100: cien repeticiones diarias en cada frente
Canales de adquisiciónCada dia hay que hacer cien contactos uno a uno con gente que ya te conoce, cien contactos uno a uno con desconocidos, cien minutos haciendo contenido y publicandolo, y como minimo cien dolares diarios en anuncios. Si haces eso todos los dias vas a conseguir clientes, porque la gente se va a enterar de que existes.
it's the fundamental process of applying a hundred repetitions to any of these things. So a hundred warm outreaches means you need to reach out to people who know you. Mind you, it doesn't have to be your homies. Like you probably have 300 friends on Facebook and 500 followers on Instagram or whatever, all 300 people inside of your cell phone. Those are all the people you know. You reach out one-on-one to a hundred plus cold prospects, people who don't know you. You spend a hundred minutes making content and then you post that content. To be clear, you don't just spend a hundred minutes…
Escúchalo en el minuto 5:19
Empezar por los conocidos: seis clientes gratis a cambio de fotos de antes y despues
Canales de adquisiciónLa primera etapa para conseguir clientes fue abrir la agenda del telefono y escribir a los amigos. Unos seis aceptaron dejarse entrenar gratis a cambio de que el pudiera usar sus fotos de antes y despues. La unica tecnologia que hizo falta fue la lista de contactos del movil.
went through in order to get to my first in customers. So the first stage I started with was homies, reach out to the people who know you and like you. And so for me, honestly, all I did was I took out this amazing piece of technology, which is my phone. And then I looked through my contacts. Reached out to a handful of my friends and I got about six of them ish to say, yes, I will let you train me for free because we're friends and you need before and after pictures.
Escúchalo en el minuto 2:09
El error de no tener segunda oferta: vendeles mas de lo mismo
Retención y relación con el clienteVendio doce semanas y no volvio a venderles nada, asi que cada ciclo tenia que salir a buscar veinte clientes nuevos desde cero. La segunda oferta mas facil es mas de lo que acaban de comprar: nadie que sumo treinta kilos al press de banca dice que ya esta bien, todos quieren treinta mas.
work. So the first thing that didn't work is I didn't ascend anyone. So I didn't have a second offer or some sort of way for them to continue to pay. So I would say, number one, have another offer. Now, if you're like, shoot, I don't know what other offer I would offer them. Let me tell you what I should have done and that you probably should do. Offer them more of that thing they just bought. So if they just bought skinny to swole, guess what? They probably still want to be skinny and swole or more swole than they are. So I haven't met a guy
Escúchalo en el minuto 28:36
Medición y experimentosUn negocio es una maquina de consistencia: entradas constantes producen salidas constantes. Si haces diez contactos al dia y cierras una venta cada diez dias, tu tasa real es de cien entradas por venta. Meter los cien contactos diarios no cambia la tasa, pero convierte esa venta cada diez dias en una venta al dia y deja de sentirse volatil.
for consistency. If you have consistent inputs, you have consistent outputs. But if you have inconsistency in your business, it either means that you are not consistently putting the inputs in or you need to put more inputs in. So for example, if you do 10 reach outs a day, then you might get your one sale every 10 days. It will feel volatile, but it just means that 100 inputs equals one output. So if you want it to be less volatile, then it means that you put those 100 inputs per day
Escúchalo en el minuto 34:25
Medición y experimentosUn negocio es una maquina de consistencia: entradas constantes producen salidas constantes. Si haces diez contactos al dia y cierras una venta cada diez dias, tu tasa real es de cien entradas por venta. Meter los cien contactos diarios no cambia la tasa, pero convierte esa venta cada diez dias en una venta al dia y deja de sentirse volatil.
for consistency. If you have consistent inputs, you have consistent outputs. But if you have inconsistency in your business, it either means that you are not consistently putting the inputs in or you need to put more inputs in. So for example, if you do 10 reach outs a day, then you might get your one sale every 10 days. It will feel volatile, but it just means that 100 inputs equals one output. So if you want it to be less volatile, then it means that you put those 100 inputs per day
Escúchalo en el minuto 34:25
Cuatro fuentes para armar la lista tibia
Canales de adquisiciónLa lista a la que hacer outreach sale de cuatro sitios: quien dio like a tu post, quien lo comento, quien dio like a alguno de tus comentarios y quien respondio a tus comentarios. Los cuatro ya hicieron algo, asi que dejaron de ser desconocidos y estan a medio camino entre el lead frio y el templado.
that we now basically apply the rule of 100 to our new warm list. You're like, what's the new warm list? So this is like a, it's like lukewarm. It's like right between cold and warm. And so what it is, is everyone who liked your post, anyone who commented on your post and anyone who liked any of your comments. Now this is going to be a pretty big one or replied to your comment. All right. So that basically gives you four different sources to find the leads that you do your one-on-one outreach.
Escúchalo en el minuto 7:11
Una plantilla de 200 horas que dejo cada entrega en diez minutos
Oferta y precioInvirtio unas 200 horas en una hoja de Excel donde metia el peso y el objetivo del cliente y salian los macros y la lista de compra a partir de un catalogo de cien comidas. Despues cada plan le costaba diez minutos, aunque lo entregaba una semana mas tarde para que se percibiera trabajado. Solucion uno a muchos: muy valiosa para el cliente y muy barata para ti.
had a templated one-to-many solution. So I worked for that year to figure out what everyone liked eating. And so what I did was I remember spending like, I want to say like 200 hours, which was a huge amount of time for me at the time on this monster Excel sheet that I could type in someone's weight, their goal, et cetera. And then it would calculate out the macros and then the grocery lists for them for a hundred different meals. And so then I could do my consultation with someone. And then like, I purposely would take longer and send it to him like a week later, but it would take me like 10…
Escúchalo en el minuto 25:41
El post minimo que abre negocio: prueba mas llamada a la accion
Mensaje y copywritingEl post que le trajo sus primeros veinte clientes solo tenia dos cosas: prueba (un ano de transformaciones documentadas) y una llamada a la accion. Anadirle una oferta lo mejora, sumarle bonos y reversion del riesgo lo mejora mas, y ponerle un plazo limitado mas todavia, siempre que el plazo sea verdad.
all the embedded proof. I noticed I didn't have an offer here. I probably would have put an offer in if I wanted to do what I know now. But this is a great place to start, which is proof and some sort of CTA. If you put an offer in there, it would be better. If you do some sort of bonuses and reverse of risk, you do even better. If you say it's for a certain period of time, it does even better. Only do that if it's true. If you're like brand new and you're like have no customers,
Escúchalo en el minuto 18:48
Lo totalmente gratis no se cumple: cambiar el pago por una donacion
Oferta y precioLos referidos que entraron gratis no hicieron nada con el programa, precisamente porque no les costaba nada. La solucion fue el free training project: sigue siendo gratis porque no me pagas a mi, pero donas entre 500 y 1.000 dolares a la causa que tu elijas, y asi tienes piel en el juego.
fine. But the thing that happened was because it was free, none of them really did anything. And so that became a problem. And so then I was like, shoot, that whole thing didn't work. So then I moved on to stage three, which was the free training project. And so that is the title that we owe this section to. And so what I did was I said, Hey, now when you refer someone just donate 500 to a thousand dollars to the charity of your choice, that way you still have skin in the game, but it's still effectively free in that you're not paying me. And so I was then public about it. People were
Escúchalo en el minuto 11:45
Comentar dentro de un grupo: solo compites contra los otros comentarios
Estrategia de contenidosAl comentar dentro de una comunidad no compites contra todo internet sino contra la gente de ese grupo, y en realidad solo contra los demas comentarios de ese post. Como casi nadie se esfuerza, dedicar un minuto a una respuesta pensada te hace parecer muy superior. Un 'que bueno' o un 'genial' no sirve: hay que responder con una idea.
And the goal of the comments is to make the best comment. All right. So if you look at all the comments that are on someone, when you make it as a comment inside of a group, there's two benefits that you haven't, might not have thought of. One is that inside of a group, you're not competing against everyone. You're now just competing against everyone inside the group. Secondarily, you're not competing against everyone, even inside the group, you're competing against everyone in the comments. And so it makes you look like you're super good, even though you're just this much better because you…
Escúchalo en el minuto 6:29
Precio completo o gratis: nunca descuentos
Oferta y precioSigue la politica de precios de Chick-fil-A: o se paga el precio entero o es gratis, pero nunca un descuento. Bajar el precio para cerrar una venta le comunica a esa persona, y a todas a las que se lo cuente, que tus precios no son de verdad y que todo lo tuyo es negociable. Bajar el precio de forma estrategica para todos es otra cosa.
I worked uncompensated. I just didn't ask for money. I follow Chick-fil-A's philosophy with pricing. It's either full price or it's free. I never discount for a number of reasons. But the biggest one being I don't negotiate with terrorists. And so the price is the price. They either pay it or they don't. And I can make the decision as a business owner that, okay, strategically, I'm not getting the take rates I want. I will strategically lower the price. But to lower the price to get someone to buy communicates to them and to every single person they tell that your prices are not true,
Escúchalo en el minuto 24:42
Comentar en posts grandes funciona como anuncios gratis
Estrategia de contenidosCuando empiezas desde cero, un comentario en un post con mucho alcance llega a mas gente que tu propio contenido, porque te subes al alcance que consiguio otro; en la practica son mini anuncios gratis. La condicion es que el comentario aporte: escribir 'compra lo mio' te hace quedar mal y probablemente te bloqueen.
reason that I, I think this is really sexy. Comments on a big post will get way more reach than your initial content, especially if you're starting from zero, because you basically get to piggyback on the reach that other people's content gets. And so it's in a, in a weird way, it's almost like you running mini ads. Now, to be clear, you want to have thoughtful comments. You don't want to say like, buy my shit. Like that will one probably get you blocked by the person whose content it is, but also you look like a shithead. So don't do that. So you want to have a
Escúchalo en el minuto 10:26
Conseguir pruebas antes que cualquier otra cosa
Mensaje y copywritingAntes de vender nada hay que juntar pruebas de resultados: con cien pruebas y una oferta mediocre le ganas a quien tiene una oferta espectacular y ninguna prueba. Tampoco hacen falta muchas, basta con que se parezcan lo suficiente al cliente para que crea que lo que lograste con esa persona tambien le funcionara a el.
maybe I lucked into it the first time, but I have done it with every single business I have ever started, which is get proof before anything. Like if you have a hundred pieces of proof and a terrible offer versus an amazing offer and no proof, the guy with a hundred pieces of proof is going to win. You don't need that many pieces of proof for people to believe you. You need proof that is similar enough to them that they will believe that what you did for that person will also work for them.
Escúchalo en el minuto 3:00
Pedir referidos solo despues de haber entregado el resultado
Retención y relación con el clientePrimero entrego las transformaciones y solo entonces pidio: ya tengo tus fotos de antes y despues, necesito unas cuantas mas, mandame amigos que hayan visto tu resultado. De esos seis primeros clientes salieron entre seis y diez referidos.
no one does. So I asked my homies after getting them results. So I provided value first. And I said, Hey man, I've got your before and afters. I need like a few more. Can you send me some friends that have seen your results? And a lot of them had like, people were telling them like, dude, you lost 50 pounds. You look awesome. We're like, Hey, you look, you have a bikini now. Like you didn't even want to go outside without covering yourself up. Like this is great. And so I got probably another six to 10 ish referrals from those first six and a totally different thing happened here.
Escúchalo en el minuto 11:10
Pasar de gratis a pago diciendo pagame a mi lo que le pagabas a la causa
Oferta y precioPara empezar a cobrar a quienes ya entrenaba gratis les dijo: pagaste 12 semanas a una organizacion beneficia, quieres pagarmelo a mi en lugar de a ellos. Casi ninguno se cayo, porque habian llegado por los resultados de sus amigos y les daba igual a quien iba el dinero: solo querian ponerse en forma.
from the people who went through the free training project to then do skinny to swole. And I was able to transfer, and this is a key point, I was able to transfer people from the free training project into skinny to swole without really losing many of them. I just said, hey, you know how you paid for 12 weeks to this charity? Want to pay me instead, whatever you paid them? And they were like, sure, I didn't really care. Because again, all these people, they came because their friends
Escúchalo en el minuto 12:45
Cobrar en testimonios: hay pagos que valen mas que el dinero
Oferta y precioDar dinero es solo una de las muchas maneras en que un cliente puede hacerte ganar dinero. Un testimonio excelente suele generar mas ingresos que lo que esa persona te habria pagado, y lo mismo pasa con el feedback y los referidos. Al empezar acumulas esas monedas no monetarias para cobrarlas en dinero mas adelante.
thing with free is that there are many things that someone can do to make you money. Only one of them is them giving you money. But if someone gives me a banger testimonial, I will likely make more money from that testimonial than whatever they paid me. And so think about it. If I can guarantee that, that will actually make me more money just over a longer period of time. And so basically in the beginning, you're stacking yourself with all of these things that are worth more than the price you could charge so that you can cash them in later for money. And so testimonials are worth more.
Escúchalo en el minuto 24:02
Abandonar un negocio que funciona porque no parece legitimo
Estrategia y decisiones de negocioTenia un negocio online que le daba 1.000 dolares a la semana trabajando cuatro horas, y lo dejo porque no le parecia un negocio de verdad: firmo un arrendamiento de cinco anos y monto un gimnasio fisico. La pregunta que se haria hoy es que si con cuatro horas ganas mil, que pasaria si trabajaras cuarenta.
I thought that the business I had was not legit. And so I saw my online business, which took me four hours a week to do, that was making me $1,000 a week as not legit compared to me spending all this money, signing a five-year lease, investing into a brick and mortar location to start a gym. And so I knew that I ultimately wanted to have a gym because I didn't know another way that was legit. So if I were coaching me right now, I would have been like, wait, so you're making $1,000 a week working four hours a week. What if you work 40 hours a week and made $10,000 a week? That would be
Escúchalo en el minuto 29:40
Por que el referido es el mejor lead cuando no tienes dinero
Canales de adquisiciónLos referidos son gratis, convierten mas y a precios mas altos que cualquier otro tipo de lead, y ademas quien llega por referido es a su vez mas propenso a referir. Por eso son el primer canal cuando todavia no hay presupuesto de publicidad.
faster. But the second step I did was I asked them for referrals. Referrals are the most important type of marketing for a variety of reasons. Number one, referrals are free. And so if you are poor, great place to start. Number two, referrals have higher likelihoods of buying at higher prices. So that means you, these leads are worth more than every other type of lead because they have a higher conversion rate and at higher prices, which is banger. Third reason that they're also more valuable leads is that people who come from referral are also more likely to refer. And so the way that
Escúchalo en el minuto 3:53
Si nadie te refiere, todavia no eres bueno: no amplifiques
Medición y experimentosLa ausencia de referidos es la senal de que el producto todavia no es bueno. Mientras eso pase no conviene que mas gente se entere de ti: lo que hay que hacer es que se enteren los menos posibles hasta que el servicio sea bueno, y solo entonces echar gasolina al fuego con el resto de la publicidad.
referrals are sweet. The big picture reason that referrals are so important when you're starting is that if you're not getting any, it means you're not that good. And so you don't want to let more people know you suck. So instead you want to let as few people know that you suck until eventually people find out about how good you are, which is the right thing. Then you can pour gas on the fire and do all
Escúchalo en el minuto 4:31
El test del competidor que aguanta un anio sin ver resultados
Estrategia y decisiones de negocioCompara dos competidores: uno necesita resultado inmediato de cada accion o se detiene, y el otro es capaz de sostenerla un anio entero sin ver nada. Gana siempre el segundo, y esa es la posicion que hay que ocupar deliberadamente.
something that will happen a year or five years down the road. Imagine a competitor that you'd compete against where one guy has to get a result for what he does in the moment or he stops. And imagine the other competitor who's able to do it for a year straight without seeing result. Who do you think will win? Obviously the one who waits a year. Be that competitor. Number 13, just win.
Escúchalo en el minuto 40:44
El dolor de ahora pasa, el resultado se queda
Estrategia y decisiones de negocioLa asimetria entre dolor y recompensa es uno de los mayores desbloqueos: el dolor que estas atravesando ahora se va a desvanecer, pero el resultado que consigas se queda contigo. Entender eso es lo que permite sostener el esfuerzo.
back into it, you're like, why did I do this? I forgot about this stuff. And so the pain that you were going through right now will fade, but the result that you get will stay with you. And so that disparity between pain and reward for me has been one of the biggest unlocks of life. Just simply understanding that this pain will pass, but what I get for it will stay with me. An achievement stays
Escúchalo en el minuto 41:54
Sus primeros 12.000 dolares: veinte clientes a 200 al mes
Oferta y precioCon los testimonios acumulados en las tres etapas anteriores lanzo publicamente Skinny to Swole y consiguio veinte hombres pagando 200 dolares al mes durante 12 semanas: 4.000 dolares mensuales y unos 12.000 en total, su primer dinero de verdad.
charging for making money. And so that is when I got to my first 20 clients in skinny to swole, which is me posting and then reaching out to everyone else I knew with all the testimonials from the first three stages to say, hey, I'm now officially launching this thing. And I got 20 guys to pay $200 a month. And that was my first $4,000 per month. And that was for 12 weeks. And that was my
Escúchalo en el minuto 13:14
El logro dura toda la vida, el precio solo mientras le prestes atencion
Estrategia y decisiones de negocioUn logro se queda contigo de por vida; lo que te costo llegar hasta el solo permanece en tu cabeza mientras tu elijas darle atencion.
understanding that this pain will pass, but what I get for it will stay with me. An achievement stays with you for life. What it took you to get there only stays with you in your mind as long as you
Escúchalo en el minuto 42:10
El castigo se desvanece y el beneficio se queda
Estrategia y decisiones de negocioEl dolor se borra de la memoria mucho mas rapido que el premio, y es un mecanismo conductual que no es solo humano sino que se da entre especies. Por eso alguien pasa la noche vomitando, jura no volver a beber, y el fin de semana siguiente sale a beber otra vez: del episodio solo queda el beneficio.
there will fade. And so I'll tell you a weird analogy. If you've ever drank too much and had to throw up and had a whole night of throwing up, when you think back on it, you don't actually remember all the hours of throwing up. You just remember it kind of sucked a little bit, right? And the thing is, is that pain fades in time. So that's something that is behavioral, not just to humans. It's across species. So punishment fades. And so the reason that you get hung over and the next day you say, I'm never drinking again, but the next weekend you go out with your buddies and drink again is…
Escúchalo en el minuto 41:10
Leccion 13: simplemente gana, porque ganar borra el costo
Estrategia y decisiones de negocioLa leccion numero 13 es ganar, sin mas. Una vez que ganas ocurren dos cosas: te vuelves adicto a ganar, y todo lo que tuviste que hacer para llegar hasta ahi se desvanece.
you think will win? Obviously the one who waits a year. Be that competitor. Number 13, just win. Because once you win, one, you'll get addicted to winning. Second, everything else that you did to get to there will fade. And so I'll tell you a weird analogy. If you've ever drank too much and had
Escúchalo en el minuto 40:59
Cerrar cada video encadenando al siguiente de la serie
Estrategia de contenidosEl cierre del video no resume: nombra lo que se acaba de cubrir (las lecciones de como consiguio sus primeros clientes) y manda al siguiente video de la serie, el de escalar los gimnasios fisicos, con un enlace en pantalla. El contenido se organiza como serie encadenada, no como piezas sueltas.
choose to give it attention. So that wraps the lessons from the free training project of how I got my first customers, maybe my first all-life business. In the next video, you can click here to learn all the stuff that I learned from scaling my brick and mortar gyms. And if that video isn't out yet,
Escúchalo en el minuto 42:19
Los que hacen cosas grandes trabajan hoy por un resultado a uno o cinco anios
Estrategia y decisiones de negocioQuienes consiguen cosas grandes lo logran porque asumen de entrada que van a tardar: trabajan hoy por algo que ocurrira dentro de un anio o de cinco. La potencia viene de aceptar el plazo largo, no de aguantar mas.
immediate rewards and that is how they weaken you. The people who are the most potent are able to do big things because they know it takes a long time to do them and they will have to work today for something that will happen a year or five years down the road. Imagine a competitor that you'd
Escúchalo en el minuto 40:35
La recompensa inmediata de las redes debilita la capacidad de esperar
Estrategia y decisiones de negocioLas redes sociales enganchan porque premian al instante cada clic, cada notificacion, cada like y cada comentario. Ese refuerzo inmediato es justamente lo que debilita: acostumbra a necesitar resultado en el momento.
do. It's how social media addicts the masses. They get rewarded immediately for hitting the button, for checking their notification, for looking at their likes, for looking at the comments. They get immediate rewards and that is how they weaken you. The people who are the most potent are able to do
Escúchalo en el minuto 40:26
Estrategia y decisiones de negocioLa nostalgia por una relacion pasada existe porque el castigo de esa relacion se desvanece y solo queda el recuerdo de los buenos tiempos. Es la razon por la que la gente vuelve a relaciones toxicas y, al volver, recuerda de golpe por que se habia ido.
again is because the benefit of drinking stays. And so the reason that you have a past relationship and you're like, man, I remember the good old days is because the punishment from that relationship fades. It's why people keep revisiting these toxic relationships. They go back and as soon as you get back into it, you're like, why did I do this? I forgot about this stuff. And so the pain that you were
Escúchalo en el minuto 41:40
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