I've been thinking about what actually separates high-converting communities from the ones stuck at 2%. Is it: - Funnel architecture - Offer clarity - Copy quality - Traffic volume - Just testing constantly What do you think is the #1 trait or thing that makes the biggest difference?

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You might have heard of the billion-dollar brand Gymshark... I decided to research them a bit recently after shopping for some new gym socks. Ben Francis was working for $5 an hour just six months before launching Gymshark. He's now become one of the youngest billionaires and he did it all leveraging one incredibly genius marketing strategy. In 2012, when Ben started sewing shirts from his parents garage, marketing was a bit different. You ran ads. You posted on billboards. And maybe if you were “ahead of your time,” you posted on YouTube. So maybe it was because Ben was only 19, or because he was launching from his parents' garage, or because he was just really passionate about what he was launching… That he thought of a new strategy. Ben’s strategy? Well it allowed him to completely avoid expensive advertising campaigns. Instead, Ben brought in the absolute best leads, while hardly showing his own face online, and blew up overnight. (Literally….his website crashed because so many people ordered a tracksuit) So what did Ben actually do? Just 3 things. He went to in person events. This is where hype within the fitness space was initially generated. People came to his table, got to test out the clothing, and other fitness enthusiasts got caught up in the hype. Imagine you bring your online business to an in person event.... And when the doors open, you get completely overrun?? By customers you didn't even know you had. At this point Ben outsourced manufacturing. They had to turn the "stock off.” Bonus nugget: Ben obsessed over quality. They launched the women's range which flopped at first, and now their leggings sell out in minutes Next Ben sent samples of his clothing to his favorite fitness youtubers… Sounds basic? Well it was revolutionary when Ben did it. No one was doing “influencer marketing.” Influencers were an entirely new concept. But Ben loved watching gym content, so it made sense to send them his new gymwear he’d just sewn together in his parents basement.

Love the energy in here How long have u been on skool?

I couldn’t even imagine making a $1k sale 2 years ago, let alone a $10k sale. It took me 3 months to make my first sale online: $13 And then 6 months later I sold an online business owner on a $10k copywriting/consulting offer from my laptop in Ireland. He paid me another $3k a few weeks later to help him with emails... Resulting in $13k total. Here’s how he found me. Everytime I learned something, I made a youtube video. When I’d get a good open rate on an email, I’d share the strategy I used. When I’d sign a client, I’d share how. When I helped said client make money, I’d make a video about it. After doing that for a few months, this guy, Michael, saw one of my videos about winning the Skool games (my biggest accomplishment in business at that point). Michael wanted to grow a Skool community, and win Hormozi’s Skool games by being one of the fastest growing communities in November. He watched my video, and booked a call. From there, we chatted about his goals, and I told him it’d be $3k-$5k for me to write him some marketing to help him win the Skool Games.. I told him on the call, that I’d: “Draft up a written proposal after doing some research so he could see exact pricing.” This was important. Because this is where I added a few “extra” optional items. I said *if he wanted* I could also design him some graphics to help his skool about page convert better. And help train his operations guy on the CRM automations he’d need for his emails. And a few other things, all priced at $1-2k each. He asked me a few questions about pricing. I offered to send him a cheaper copywriter if my proposal was out of budget. “No let’s go with all of it. $9,900.” I couldn’t believe it. I turned my phone off and laid on the bed. I remember thinking, “I can’t wait to tell my mom about this.” Now I had to help someone win the games. Michael made $50k the next month and won the skool games. I went on to sign 3 10k+ clients in the following weeks. Takeaways?