From The Archive: How to Get In Front Of 30,000 People For Pennies - E1210 - RMR

I love this.

So again, this concept of like hook rate and stuff like that.

First of all, those numbers are insanely good.

I know that you're not spending a ton and ton and ton of money on this, but either way, like if you can just have 10% of the numbers you just outlined, you'd still be really good.

So that's amazing.

But for the people that are listening that aren't as initiated, this concept of what's the hook is, It's so important because what you really want to do is get people to stop scrolling just for a moment.

And so when I look at like advertising, sometimes we will have multiple different hooks and run ads to multiple hooks with the same body of content because you don't really know what hook will work.

So when I go to record ads and you may see this, if you follow me on social media, I will, I just recorded for an hour and a half.

I recorded a four minute video with 12 hooks And I don't know which one's going to work.

So for example, to continue, if you saw an ad I did recently where I said, hey, are you a realtor who's sick of relying on transactional income for real estate and you want to start creating real wealth? So that's going to specifically target realtors.

Now on the other side of that spectrum, I say, hey, are you a private equity entrepreneur that's already raised $5 million and now wants to raise $5 million on your next deal? That's a very different avatar.

I don't know which one's going to work, but the thing is, I can use that same hook for the same body of the content.

Basically.

Did you try using multiple hooks when you did this or did you just say, Hey, I've got a pretty good one.

Let's just go for it.

No, absolutely, Hunter.

You have to experiment.

I've probably shot 20 or 30 different videos experimenting with the hooks.

I've shot videos that just flopped.

If my videos don't hit a hook rate of at least 40%, I give them about a week.

And if they're not hitting my metrics, 40% hook, 8% hold rate.

If they're not hitting those metrics, I scrap them and put in a new video.

And sometimes you just replace the video on that ad.

I think if you've got some comments below, you don't want to really scrap the ad.

You can replace the video and hang on to any comments that are accumulating below that ad.