How to Create the Acquisition Machine Ep 232

Summary Notes


In a discussion about customer acquisition and sales effectiveness, the speakers, including the host of "the game" podcast, emphasize the importance of storytelling and content creation in converting prospects into clients. They reveal that 80% of their clients engaged with multiple content pieces before signing up, underscoring the limited direct impact of advertising alone. The host shares insights on building a "story bank" to illustrate key points and create relatable narratives that resonate with potential customers, drawing parallels with religious storytelling and its power to shape beliefs. He concludes by advocating for the strategic use of stories to foster belief alignment and effect genuine life changes in clients, highlighting the practice's proven success in his own business ventures.

Summary Notes

Client Acquisition Insights

  • A significant majority of clients engage with multiple content pieces before becoming customers.
  • Content consumption helps overcome skepticism and establishes legitimacy.
  • Direct advertising plays a secondary role in client conversion.

80% or more of our clients have come in after consuming multiple pieces of content.

This quote highlights the importance of content in the customer acquisition process, indicating that most clients require multiple interactions with content before making a purchasing decision.

The Game of Business

  • Discussion on customer acquisition, maximizing customer value, and retention.
  • Reflections on failures and lessons learned in the business journey.
  • Encouragement for audience engagement and subscription.

Welcome to the game where we talk. About how to get more customers, how to make more per customer, and how. To keep them longer, and the many. Failures and lessons we have learned along the way. I hope you enjoy and subscribe.

These quotes provide an overview of the podcast's theme, focusing on strategies for business growth and customer management, as well as the importance of learning from past business experiences.

Content Creation and Asset Building

  • Differentiation between inputs and assets in the context of business operations.
  • Assets are one-time creations providing ongoing value, while inputs are ongoing requirements for operation.
  • The analogy of building a car to explain the concept of inputs and assets.

Hey, what's going, everyone? Happy Friday. I'm stuck in traffic and I was super alert, so I figured I would make something what was on my mind, which put bring together the pieces of the acquisition machine. So I would say my focus for the last few months has been on the difference between inputs and assets.

This quote introduces the speaker's focus on distinguishing between business inputs and assets, setting the stage for a deeper discussion on efficient business practices.

So an example would be building a car. The inputs are really a driver and gasoline, right. That's kind of the example at a basic level.

By using the car analogy, the speaker illustrates the concept of inputs necessary for operation as opposed to assets, which are built once and deliver value over time.

Belief and Customer Acquisition

  • Understanding the necessary beliefs a potential customer must hold to convert into an actual customer.
  • The process of acquisition involves aligning customer beliefs with the business offering.

And so when you're thinking about. At least for me, when I'm thinking about acquisition, I know that there are certain beliefs that I need someone to have in order to become a customer.

This quote addresses the psychological aspect of customer acquisition, emphasizing the importance of shaping customer beliefs to align with the product or service offered.

Content Impact on Advertising

  • Content creation has a significant impact on the effectiveness of advertising.
  • The majority of client acquisition is indirectly influenced by content rather than direct advertising.
  • Return on investment (ROI) from content is substantial even without direct tracking.

And interestingly, 80% or more of our clients have come in after consuming multiple pieces of content, which makes sense because people are skeptical and like to consume multiple things to make sure that whatever they're buying is legit. And only 20% bought directly from an advertisement, which was really interesting for me because it means my advertising is really only scooping up the after effects of what our content is doing.

This quote reinforces the idea that content plays a more crucial role in client acquisition than direct advertising, suggesting that advertising often captures clients already warmed up by content engagement.

And I've been making videos and podcasts and head east, toward east two, three years without any real tracking for ROI. I kind of did it for me, but the ROI seems to be definitely there.

The speaker reflects on their content creation journey, acknowledging the lack of initial ROI tracking but recognizing the clear benefits in hindsight.

Storytelling in Sales

  • Emphasizes the importance of using stories in the sales process.
  • Stories should be drawn from personal experiences that led to shifts in beliefs.
  • The concept of a "story bank" is critical for effective storytelling in sales.
  • Stories are more engaging and relatable than technical details or features.
  • The use of stories helps to illustrate and reinforce the value of a product or service.

"And so in one of my trainings, I talk about having a story bank, and I got this from Dan Kennedy, and he talks about having all of the key stories that were the things that broke your beliefs along the path to becoming who you are, right?"

This quote explains the concept of a story bank, which is a collection of personal stories that shaped the speaker's beliefs and identity. It highlights the importance of using these stories to connect with prospects on a deeper level.

"And then you lose them because they don't care. And that's ultimately not how you actually were sold into the change to begin with. Right, right."

The speaker points out that prospects often disengage when presented with technical details because they do not relate to such information emotionally. This emphasizes the need for storytelling, which was the method that initially convinced the speaker to make a change.

The Role of Stories in Shifting Perspective

  • Stories are used to shift the perspective of prospects.
  • Relatable anecdotes can effectively illustrate concepts such as accountability.
  • Personal stories can transform external motivation into internal motivation for prospects.
  • Anecdotes can serve as "epiphany bridge" stories, connecting the listener's past experiences to the present topic.

"What are the key stories that shifted perspective."

This quote underscores the importance of identifying stories that have the power to change a listener's point of view. These stories are crucial in the sales process as they help prospects to see the value of a product or service from a new angle.

"And so that's a simple epiphany bridge story of why accountability would work."

Here, the speaker explains how a simple story about childhood toothbrushing habits can serve as an "epiphany bridge," connecting a personal anecdote to the broader concept of accountability and its importance in fostering internal motivation.

Using Analogies to Explain Concepts

  • Analogies and metaphors are powerful tools in explaining complex concepts.
  • They can make abstract ideas more concrete and understandable.
  • A well-chosen analogy can resonate with the prospect's own experiences or knowledge.

"Another story for the same concept would be, all right, have you heard of the amazing race?"

By introducing the analogy of "The Amazing Race," the speaker is preparing to use a familiar concept to explain a more complex idea, potentially making it easier for the prospect to grasp and relate to the underlying message.

(Note: The transcript was cut off before the full analogy could be provided, so the complete explanation and its relevance are not included in the study notes.)

Importance of Local Knowledge for Efficiency

  • Utilizing local knowledge can significantly speed up the process of reaching a destination.
  • This is analogous to the benefits of coaching in business or personal development.
  • Coaching provides insider knowledge that shortcuts the path to success.

every time they'd get dropped off to some whatever place, they would actually find a local, put them in the backseat and then have them guide them and direct them.

This quote illustrates the strategy of using local guides to navigate unfamiliar terrain more effectively, highlighting the value of insider knowledge.

And so they had the inside knowledge that would get them to shortcut their speed to success.

This quote emphasizes the advantage gained from local knowledge, equating it to the speed of achieving success.

Role of Coaching in Achieving Success

  • Coaching is paralleled with having a local guide to avoid common pitfalls and accelerate success.
  • It's a crucial element in any program, whether it's fitness, nutrition, or accountability.
  • Coaches provide personalized guidance and insights that are critical for progress.

And so because of that, you can understand why coaching is such an important part, because it's going to short track your path to success.

This quote explains the value of coaching as a means to expedite the journey to success, similar to how local knowledge aids in reaching a destination faster.

Storytelling as a Powerful Tool for Persuasion and Memory

  • Stories are more memorable than technical details or program specifics.
  • They are used to help prospects connect with the value of a program.
  • Stories become part of the community culture and are propagated by trainers and coaches.
  • Major religions utilize stories to build belief systems, indicating the power of storytelling.

And when you're selling a prospect for each of the key points that you have within your program, whatever it is, right? Fitness, nutrition, accountability, each of those should have key stories that you can relate to.

This quote suggests that when communicating the benefits of a program, using relatable stories for each key aspect makes the message more effective and memorable.

Your trainers start talking about them. Your coaches start talking about them, because no one remembers the programming, the macros, but they remember the stories.

This quote highlights the enduring nature of stories over technical details, suggesting that stories are a critical part of the culture and are more likely to be shared and remembered.

Why would the most powerful person in the universe of all time use a book of stories to be the thing to persuade and break beliefs, literally building belief systems.

This quote underscores the significance of storytelling in shaping and influencing belief systems, as exemplified by its use in religious texts.

Promotional Message for Business Owners

  • There is an invitation for business owners to seek assistance in growing their businesses.
  • The speaker is addressing owners of substantial businesses aiming for greater expansion.
  • Interested parties are directed to a website for further information and the opportunity to apply for help.

Mosey nation real quick. If you are a business owner that has a big old business and wants to get to a much bigger business, going to 5100 million dollars plus, we would love to talk to you.

This quote is a call to action for business owners looking to scale their businesses significantly, offering an opportunity for consultation and assistance.

And if you like that or would like to hear more about it, go to You can apply anywhere on the page and talk to one of our team and see if we can help you.

This quote provides specific instructions for business owners interested in the services mentioned, directing them to a website where they can apply and engage with the team.

Importance of Storytelling in Business

  • Storytelling is a powerful tool for breaking beliefs and building sales decks.
  • Inventorying personal stories can enhance different business aspects.
  • Stories can illustrate points such as client finance and acquisition strategies.
  • Creating a story bank with cues for each story's purpose is beneficial for sales.

I've inventoried about two and a half years ago, I inventoried all the stories that I have, and I have about 300 stories that I tell to illustrate different points.

This quote emphasizes the speaker's proactive approach to compiling stories that serve specific purposes within their business strategy.

Building a Story Bank

  • A story bank is a collection of stories prepared for business use.
  • Each story in the bank should have cues for the belief it is intended to break.
  • Having a story bank ready is likened to having an arsenal for 'story selling'.

And if you do that, you have this huge arsenal that you can always put to work for story selling.

The speaker suggests that a well-prepared collection of stories (story bank) is a strategic asset in sales and persuasion.

Practicing Storytelling Skills

  • Practicing storytelling across various formats is crucial for mastery.
  • The speaker is currently focusing on improving storytelling skills.
  • Reading materials such as "Expert Secrets" multiple times aids in learning the art of storytelling.
  • There are 14 steps to every story, indicating a structured approach to storytelling.

I'm practicing my ability to tell stories in different formats, both visual, with words, and with audio, ideally not multitasking.

This quote indicates the speaker's dedication to refining their storytelling abilities across different mediums.

Storytelling in Low Trust Environments

  • Storytelling is especially important in environments where trust is low.
  • Weaving stories into presentations can help foster belief in potential customers.
  • Aligning customer beliefs with the business's values is a goal of storytelling.

Especially in a lower trust environment, having those stories and consistently weaving them into the presentations that you're giving can ultimately create the belief in that customer.

The speaker highlights the role of stories in building trust and belief in customers, which is particularly important in skeptical markets or with new clients.

Storytelling as a Belief-Changing Tool

  • Stories can be used to change the beliefs of others.
  • The ultimate goal of storytelling in business is to align customer beliefs with the company's and possibly change lives.
  • The speaker views the process of building and using a story bank as a top priority.

So anyways, I hope that was valuable for you. It's just very top of mind for me right now, which is building the story bank and weaving them together so that you can ultimately break the beliefs of someone so you can actually change their lives.

Here, the speaker is reflecting on the transformative power of storytelling and its potential to impact customers' beliefs and lives positively.

What others are sharing

Go To Library

Want to Deciphr in private?
- It's completely free

Deciphr Now
Footer background
Crossed lines icon
Crossed lines icon
Crossed lines icon
Crossed lines icon
Crossed lines icon
Crossed lines icon
Crossed lines icon

© 2024 Deciphr

Terms and ConditionsPrivacy Policy