The Secret Sauce to Landing Your First Customer

Every Sunday, I send you something to THINK about, a question to ASK yourself, something to TRY and invite you to SHARE.

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THINK

“Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”

– Antoine de Saint-Exupéry

I was first exposed to Alex Hormozi on 3rd September 2021.

Stalker-like memory? 🔪

In this case, no…

He was a guest on the ‘Dropping In” Podcast, Episode 112 (previously called the “Charlie and Ben Podcast”), and that was the date the episode dropped.

I was immediately drawn to him…

He shared great wisdom, was succinct with his words and spoke with unflinching conviction.

When asked why he was driven in every aspect of his life, he confessed that it came from insecurity. He said, “I just want to succeed so people will leave me alone and not hurt me.”

Who the f*ck is this guy!

I was in ~~love~~ awe.

I’ve followed Alex since September 2021, and seen his meteoric rise online over the last three years.

A couple of years ago, someone asked the Mastermind group if we’d heard of Alex Hormozi. I scoffed like a teenage boy, “Heard of him… I’ve been consuming everything he’s done for the last 12 months!”, like I was due some medal for knowing him before my peers…

I guess it got lost in the post. 🥇

I remember saying, in a less childish way, “I think he’ll be the biggest business personality online. Bigger than Gary Vaynerchuk, Grant Cardone, Tim Ferriss and Tony Robbins.”

It might not be there yet, but he’s getting closer.

I’ve bought his books, binge-watched his content and signed up to the Skool platform for my Communities, which is his biggest business investment to date.

This week’s newsletter is more than just a love letter to Hormozi… 💌

I want to share some wisdom he recently dropped on one of his live Q&As because it’s super simple and super important. It will help you:

Land your first paying customer
Increase your rate
Offer more value to the customer
Increase the likelihood of success for you AND them

If you have a business or side hustle or are considering starting a business on the side, you NEED to understand this principle.

It’s simple, powerful and effective.

And it’s right here for you. 👇

The “Painless Solutions” Principle

Building a successful business boils down to just two steps:

1) Find a promise people want.
2) Solve EVERY painful problem that prevents people from getting that promise.

Find a Promise People Want

Your first job?

Figure out what people actually want.

What solution to a painful problem can you offer?

HEALTH:
– Lose weight, gain muscle, run faster
– Improve gut health
– Sleep better
– Complete a marathon
– Eliminate stress

WEALTH:
– Control Spending
– Start a side hustle
– Outsource their business
– Invest in stocks, property and crypto
– How to retire early
– (If only there were someone to help with this! 🤔)

RELATIONSHIPS:
– Succeed on first dates
– World’s best mum/dad/pet owner
– Leadership/management
– Coaching/Consulting
– Counselling

OTHER:

– Fun/Adventure
– Learn skills
– Contribution/Charity
– Live with purpose

What problems have you learned to overcome in the least 5-10 years?

I’ve learned how to:

– Control and automate my spending. I budget on autopilot.

– Start a 6-figure business on the side whilst holding down a full-time job.

– Invest in stocks, property and crypto and can live on my investments.

– Retire early and spend your free time HOWEVER you wish.

If someone says, “I want that too!” you’ve got your PROMISE.

Define WHO Wants the Promise

What specific person wants your outcome?

It could be:

– Middle-aged females

– Overweight men

– Employees living paycheck to paycheck

– Young, driven men wanting £10k a month

– Single teenagers

– Lonely males over 50

Now combine the specific person with the promise:

“I help [Person] achieve [Promise].”

Here are some examples I could use:

“I help people in credit card debt become debt-free in less than 18 months.”
“I help beginners start investing from scratch in less than 2 hours.”
“I help busy employees build a six-figure side hustle in 12 months.”

Now, you need to share your promise with the world so your target audience can find it.

Share it on social media, YouTube, Blogs/websites, etc.

Keep talking about who you help and what you help them achieve.

Ideally, find where your target audience hangs out and discuss it in their local/online groups, forums, and communities.

Solve Painful Problems WITHOUT Creating New Ones

Once you define your audience and the problem you solve, you can create a bespoke process to get them from where they are, to where they want to be.

But it involves a LARGE caveat…

You need to fix their problem without adding to their problems.

For example, one of the problems I solve in my niche is helping complete beginners start investing in stocks.

You might be thinking, “I want to learn how to start investing from scratch.”

GREAT!

I could create an intense 12-week program where I teach technical analysis, how to read company reports and financial statements, keep up to date with market developments and daily news cycles, and track asset allocation and daily price fluctuations.

And this is where many people fall down…

I’ve overcomplicated things.

Rather than adding value, I’ve created frustration.

More Isn’t Always Better

Many entrepreneurs fall into the trap of thinking (myself included!). They think they need to add things to improve their product:

Extended training sessions
Regular calls
Further education

But here lies the problem…

Additions and expansions create extra work for your customer.

You’re not delivering more value. You’re creating more overwhelm.

Hormozi’s golden rule?

Don’t ask, “How can I make this better?”

Ask, “How can I make this less bad?” 🎤💥

Stop piling on.

Start taking away.

That’s how you create something truly valuable.

Reflect and share this with someone.

ASK

“What problems have you overcome in the last 5-10 years that others would pay to solve?”

“Have you defined your promise clearly enough that your ideal customer could say, ‘I want that too’?”

“Have you fallen into the trap of overcomplicating your offer, and how can you simplify it?”

Write down what comes to mind.

TRY

The key to successful entrepreneurship is solving problems.

Opportunities can be hard to find, but problems are glaringly obvious. They DEMAND attention because they cause pain.

Adding something new might help, but it could also make it worse…

Make your product or service undeniable by relentlessly removing pain and frustration.

That’s a surefire path to success. 🚀🚀🚀

How to Apply the “Painless Solutions” Principle

1) Find a solution people want and define who wants the solution. Complete your promise: “I help [Person] achieve [Promise].”
2) List every problem your customer needs to solve so that you can deliver on that promise.
3) Eliminate non-essential problems.
4) Simplify essential problems.
5) Test your promise, experiment with the process, and iterate if needed.
6) When you can deliver on the promise, tell everyone about it.

HIT REPLY and tell me your Promise.

Who do you serve and what do you help them achieve?

I read and reply to every email, and remember, I’m rooting for you!

Remember: Little by little, a little becomes a lot.

Reply to this email and share how it went for you. Let me know if you’d prefer to remain anonymous.