In a dynamic discussion on entrepreneurship and sales, Alex Hermosi and the host delve into the importance of framing in business communication. Hermosi, recognized for his exceptional skill in pre-framing, framing, and post-framing offers, attributes his success to his ability to contextualize products for consumers, ensuring they understand the value. They explore the concept that action alleviates anxiety, with Hermosi emphasizing the need for entrepreneurs to proactively inform people about their offerings to drive sales, a strategy he champions in his book. The conversation also touches on personal growth, the significance of aligning with one's partner in business and life, and the realization that true power and change come from within, rather than external sources. Hermosi shares insights from his own experiences, including the joy found in the pursuit of goals rather than their attainment, and the importance of dedicating time to activities that advance one's business.
"And I say that because if you were the entrepreneur, then in the beginning your responsibility is to let other people know about your stuff. If more people know about your stuff, more people will buy it. That is a promise. You can take that to the bank."
The quote underscores the entrepreneur's duty to make their offerings known to potential customers as a key factor in driving sales and business growth.
"You're an incredible framer. Okay? You know how to pre frame something before you do it. You know how to create the frame when you're doing it, and then you know how to post frame."
This quote highlights Alex's skill in framing, which is the strategic structuring of a message or offer to guide the audience's perception and response.
"That's what this means."
Alex agrees with the importance of framing, likening it to contextualizing, and emphasizes the need to break down complexity into simple benefits for the customer.
"You have built a reputation of being someone who brings tremendous value."
This quote reflects on the strategic framing of Alex's launch, which positioned him as both a provider of great value and a generous figure, enhancing his reputation.
"Power follows blame. And so if you blame the government who you think is supposed to save you, or you blame politicians who you think is supposed to save you, or blame your company that you work for who you think is supposed to save you, or you blame the market, it doesn't really matter. Or your parents, whoever you blame is the person you ultimately give power to."
Alex discusses the concept of personal responsibility, arguing that blaming others gives them control over one's life, and emphasizes the importance of owning one's situation to retain personal power.
"And so I'm a big believer in operationalizing and only thinking about things through actions rather than feelings, because the feelings come and go, and also they are justified or unjustified."
This quote highlights Alex's belief in focusing on actions rather than emotions, as actions are tangible and lead to results, while feelings are transient.
"You'll get business, and you can also get business and make money even if you don't deserve it, which, for me, was actually a really comforting point."
Alex finds comfort in the idea that success in business can be achieved through actions, irrespective of one's self-perception of deservingness.
"It was kind of like in the weightlifting world, that the iron is the iron. Whether you're black, you're white, you're a woman. 500 pounds is 500 pounds."
The quote draws an analogy between the objectivity of weightlifting and the actions leading to success, emphasizing that the work required is the same for everyone.
"And I think, for me, it's really inspiring that anyone can do the thing and get the result no matter how they feel about themselves."
Alex expresses how the possibility of success, independent of self-esteem, is inspiring and offers a sense of freedom.
"The rocky cutscene lasts two minutes in the movie, but it can last five years in real life, and there is no background music, you know what I mean?"
Alex is pointing out that the struggles of entrepreneurship are often long and without immediate gratification, unlike the condensed and dramatized versions seen in films.
"We want something from a world. We want a guarantee from a world that doesn't give any. And the fact that it doesn't give a guarantee is what makes it worth it, bro."
This quote speaks to the desire for certainty in an uncertain world, and how the absence of guarantees adds value to the successes achieved in entrepreneurship.
"The notion that it's going to go away completely isn't true, but there's something about doing the ugly thing that reduces fear."
Speaker B explains that while fear may not disappear entirely, engaging in challenging tasks can significantly diminish it.
"And so you're living with a fear that's self imposed, self induced and your fault because you're not willing to do the ugly."
Speaker B attributes persistent fear to the avoidance of necessary hard work, suggesting that one's unwillingness to face difficult tasks is the root cause of such fear.
"And so as soon as you can boil down whatever goal you have into the most simple version of the action, which is like, I need to dial this many things, or I need to send this many emails, or I need to send this many direct messages, or I need to post this many posts of content, or I need to run this much per day in advertising or PPC or SEO or whatever it is, as soon as it boils down to that, then it's plug and chug."
Alex highlights the importance of breaking down goals into actionable steps, making the process of achieving them more manageable and systematic.
"Sadness comes from the perceived lack of options. That's why it feels like hopelessness. You don't know what to do. That's why you feel sad. And you can solve that with knowledge, right? Because sadness is actually an ignorance issue."
The quote explains that sadness stems from a perceived lack of choices and that gaining knowledge can provide the options needed to overcome this feeling.
"Anxiety is the opposite of that, which is you have many options in front of you, but you don't know which to take, which is a lack of priorities. And you solve that with a decision."
Here, Alex defines anxiety as the result of having too many options without clear priorities and suggests that making decisions is the solution to this problem.
"If every person on planet Earth knew about your business, you would make more money real quick."
This quote underlines the direct correlation between business exposure and financial success.
"The only ask that I can ever have of you guys is that you help me spread the word so we can help more entrepreneurs make more money, feed their families, make better products and have better experiences for their employees and customers."
The speaker is requesting the audience's assistance in disseminating the podcast to aid entrepreneurs.
"It would mean the absolute world to me. And more importantly, it may change the world for someone else."
The speaker stresses the significance of audience support in potentially transforming lives.
"Either you did the reach outs or you didn't. Either you posted the content or you didn't. Either you ran the ads or you didn't."
This quote highlights the binary nature of taking action to increase visibility.
"The process of making something known is the same whether you're recruiting employees, recruiting customers, recruiting affiliates, recruiting an agency."
The speaker is pointing out the uniformity in strategies for making a business or opportunity known, regardless of the target group.
"I hired someone who is a director of people, who then hired a director of brand, who organized my media team... My director of people hired my internal director of marketing, who reached out to six agencies and picked the one that he thought was best suited to run our ads."
This quote illustrates the cascading effect of hiring a key individual who can build and manage a team to achieve objectives.
"It still starts with the first action, which is, if I hadn't hired that person, I would have had to move one level down on that level of leverage."
The speaker underscores the foundational step of initiating leverage through hiring.
"There are only four things that you can do to get leads that you yourself, you reach out to people you know, you reach out to people you don't know. You post content and you run ads."
This quote lists the four fundamental actions for lead generation as per the speaker's perspective.
"If you're not getting enough leads, you're not doing enough of that, period."
The speaker concludes that the quantity of leads is directly proportional to the effort put into the four mentioned activities.
"I have never looked up at the clock and going, it said it was 50 minutes. I thought it was like 15."
This quote reflects the speaker's perception of time flying by, indicating an engaging and enjoyable discussion.
"The reason that I married Layla was that she never wanted to change anything about me."
This quote highlights the speaker's appreciation for a partner's acceptance without the desire for change.
"We are absolutely aligned on the big mission and we're absolutely aligned on the values."
The speaker emphasizes the importance of sharing common goals and values in a relationship.
"Since you came in your life, are you making more money? Are you in better shape? How do you feel?"
The speaker shares the metrics used by a coach to evaluate the positive impact of their partner on their life.
"Layla and I didn't have a romantic chemistry. Fireworks. Beginning my first date, I asked her to work for me."
The speaker provides a personal anecdote demonstrating a pragmatic approach to their relationship, focusing on alignment and collaboration rather than just romantic chemistry.
And so in a lot of ways, I feel like we continue to grow together, or at least in parallel, on the same path. Because real talk, if Layla wasn't an exceptional CEO, then Layla wouldn't be the CEO.
The quote emphasizes the importance of shared experiences in personal growth and the critical role Layla plays in their professional success.
This is the best version of me I've had so far. There's nothing in this world that makes me happier than just being able to just pull a thread and just keep pulling it on my own and working through something complex.
Alex expresses contentment with his current self and finds happiness in the process of working towards goals.
So happiness is a really tricky question, and I think I'll give a reframe for the audience that might be helpful, which is wanting to be happy from a word perspective, is in some way saying, like, I want to eat a meal so big, I'm never hungry again. But if joy is a lot more internal and you can be in the thick of it and working on your auto detailing business on the 37th door of that day, and you have a little tick mark, and, you know, you got to get to 100, and you had the last 36 slammed in your face. But you can be joyful if you reframe the joy around the person you are becoming by doing the hard work.
Alex provides a reframe on happiness, suggesting that joy is more about internal growth and resilience in the face of entrepreneurial challenges.
And the thing that has, I think, right now, been my biggest area of interest in terms of my own performance, has been truly divorcing outcome from winning. Because, like, you know what? I could have had the book launch and the Internet could have gone down for the whole city of Vegas. But if I know that I had done everything in my absolute power to prepare, then I could still be proud of me and I would have earned my approval.
Alex discusses his focus on effort over results, which allows him to feel proud and maintain joy regardless of outcomes.
You just described me to me better than I've ever described me, bro. My favorite people are really multidimensional people. And you online sometimes make yourself seem like you're just entrepreneurial, dimensional. But what makes you such a creative, skilled, visionary entrepreneur is the dimension that you has, is your depth.
The speaker feels understood by Alex's articulation of their shared approach to life and entrepreneurship, highlighting the importance of depth and multidimensionality.
Can I add one thing? So, just as a gift for you guys, if you like podcast stuff, I put both of my books on my podcast for free.
Alex announces the availability of his books for free on his podcast, demonstrating a commitment to sharing knowledge and helping others.