20:16Jeremy Moser · Essay
The Psychology Behind $100M Personal Brands
Four principles from 2,200 Instagram posts that explain why some personal brands feel expensive and others feel cheap, with real creator examples for each.
October 26thThe argument in one line.
Instagram content works best when treated as a marketing funnel: cut production waste, write for your exact buyer, prove results instead of teaching, and judge posts by revenue, not views.
Read if. Skip if.
READ IF YOU ARE…
- A coach, consultant or agency owner posting on Instagram who spends days editing each reel and suspects the polish isn't paying off.
- A personal brand with a small following that wants leads and booked calls from content instead of raw view counts.
- Someone building a DM or comment-keyword funnel who can't tell which posts actually produce sales.
SKIP IF…
- You want a step-by-step editing or color-grading tutorial; this is strategy, not production technique.
- You're a pure entertainment creator monetizing views and ad revenue rather than selling an offer.
The full version, fast.
Alex Hormozi posts three to four times a day with low-production podcast clips and event Q&As, and a near-identical quote did almost the same views with or without cinematic editing. The video pulls six principles from that: balance quality with volume, cut every process step that doesn't move results, optimize for your specific buyer, lead with a written visual hook, show proof instead of how-to instruction, and track sales per post. The conclusion is to run content like a funnel and decide with data, not vibes.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Create a free account →Where the time goes.
00:00 – 01:40
01 · Cold open and the six principles
Sets up Hormozi's lo-fi overhaul and promises six principles that work without a big team or budget.
01:40 – 04:50
02 · Quality volume
Hormozi posts 320 times in 90 days; the same quote gets nearly the same views with cinematic or plain delivery.
04:50 – 10:40
03 · How he cuts the waste
Condensing timelines and questioning, deleting and simplifying every step, including color grading.
10:40 – 15:10
04 · Buyer psychology
Hormozi's best post is a raw event clip about employees leaving; a client's pivot from lifestyle flex to tactical content.
15:10 – 17:44
05 · Written words do the selling
Changing only the visual text hook took one video from 24K to 2.4M views.
17:44 – 22:10
06 · Showing instead of telling
The trust economy, proof-based openers, and telling the whole truth, with the trader and agency owner examples.
22:10 – 24:40
07 · Liquidating attention
Hormozi's 18 CTAs in 320 posts and paid retargeting versus the host's value-offer DM funnel.
24:40 – 26:50
08 · Tracking what makes money
Views and sales diverge; chat ID tracking ties calls booked and cash collected back to a keyword and post.
Lines worth screenshotting.
- Hormozi posted the same quote twice: the cinematic version got about 993K views and the plain podcast clip got about 941K, so the extra production bought roughly 5% more reach.
- Every post should have one job: reels reach new people, carousels teach existing followers, and stories turn viewers into buyers.
- Compressing the deadline cuts waste because it forces you to focus on the one thing that moves the needle.
- Question every step of your process with three prompts: what does that mean, how do you know, and so what.
- Delete steps aggressively; it is easier to add one back later than to undo a step you kept.
- If color grading eats 40% of editing time for a 5% performance gain, you're better off shipping 1.5 videos at 95% than one at 100%.
- A five-minute phone green-screen video got 5,000 likes and 1,000 inbound leads, while a heavily produced competitor video got 1,000 likes and almost no leads.
- Low production is not the lesson. The lesson is to cut whatever your specific audience doesn't care about.
- Changing only the written hook above his head took one client's identical video from 24,000 to 2.4 million views.
- Audiences are in the show-me era: 'how I scaled to X' beats 'how to start X'.
- To get action, people must believe two things: you got the result, and you have the expertise to repeat it for them.
- Admitting where you look bad makes the parts where you look good believable.
- Hormozi used only 18 CTAs across 320 posts and liquidated attention through paid retargeting instead.
- A reel with 30 million views can drive almost no sales while a 200K to 500K reel generates over $100K in attributable sales.
- Tie every lead to a keyword chat ID so calls booked and cash collected trace back to the exact post.
Run content like a funnel, not a show
WHAT TO LEARN
Polish matters less than relevance: cut what your buyer doesn't notice, say what they care about, prove it, and measure revenue instead of views.
- A near-identical Hormozi quote drew about 993K views with cinematic editing and about 941K as a plain podcast clip, so heavy production often buys little extra reach.
- Ask what each step means, how you know it matters, and so what, then delete steps until you have to add some back.
- Cut the parts of production your specific audience doesn't care about; raw event clips suit business owners while consumer niches may still reward editing.
- Match topics to the buyers with money to spend; one client moved from lifestyle flexes to tactical insights and grew from about $150K to $350K a month.
- A written visual hook can matter more than the spoken one: the same video went from 24K to 2.4M views by changing five to seven words.
- Show proof such as before and after results instead of instructing, and include the parts where you look bad so the good parts are believed.
- Track calls booked and cash collected back to the post and keyword, because the most viewed reels often make no money.
Terms worth knowing.
- Slopmaxing
- Posting a large volume of low-effort content every day hoping something hits, the opposite extreme from spending a week on one video.
- Visual text hook
- A short line of on-screen text shown at the start of a video that tells the right viewer why to keep watching, independent of what is spoken.
- Pareto principle
- The idea that roughly 20% of the effort drives 80% of the results, so you cut the effort that doesn't contribute.
- Trust economy
- Hormozi's term for an environment where audiences want demonstrated proof of results instead of instructions.
- Chat ID tracking
- Using a DM automation tool such as ManyChat to tag each lead with the keyword that brought them in, so calls and sales can be traced back to a specific post.
- Liquidating attention
- Converting audience attention into leads or sales, for example through CTAs, DMs or retargeting ads.
Things they pointed at.
24:10toolManyChat
01:00linkacquisition.com
26:00productHost's video on tracking every content number
Lines you could clip.
18:50
“We're in the show me times, not the tell me times.”
25:00
“When you treat content like a funnel, you can make data-driven decisions instead of using vibes.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
Alex Ramosi recently came out and explained how he's completely overhauled his entire Instagram content strategy. It's way less complicated than most of the over -the -top content you're used to right now. And the best part is you actually don't need a budget or a big team to actually go and run it.
This, I kind of call it the lo -fi approach, is probably from the outside judging, bringing in a significantly higher quality as well as reach to his overall brand and $200 million business portfolio that is acquisition .com. Truth be told, When a guy with 8 million plus followers says he's actually changing his strategy, you probably should be studying it.
Because there's six principles and kind of like behind the scenes operation that he's now following, which are the exact same ones that you too should be following and implement heading into 2027. Now, these are the exact same principles that our team has used over the years to go and generate well over $100 million in combined client sales for some of the biggest personal brands in the game.
And, you know, has allowed me to get into rooms with some of the most profitable and well -known personal brands. of all time. And so in this video, I'm gonna go break down each of those six principles step by step so you can turn your personal brand into an asset that pays you forever and grows in leverage as it does for Hermosi.
On top of that, with only a fraction of the audience, as well as a fraction of the budget and team that you're needing. Now, We're going to start this out with what I would call the quality volume.
Right now, there's realistically two types of personal brands, right? On the one side, you've kind of got the people who are pumping out 10 pieces of, in my opinion, shitty posts a day. It's kind of like slot maxing, right?
And on the other side, you've got people who spend an entire week and, you know, four full -time team members on one perfectly color -graded video. To me, right now, Hormozy kind of started to sit right in the middle. To be honest with you, so have we.
Now, for context... For the past five years of us operating, we've always stand very firm on posting one single piece of content because we believe that quality beats quantity at any point in time. Kind of what Mr.
Beat says, where he articulates that it's easier to get 500 views on a single piece of video than it is to get 100 ,000 views on 50 plus pieces of content. In the day and age we live now, however, you know, there is something to be said about finding the best version of volume as well as quality or taste, as some people call it, and kind of find the happy medium.
Now, let's kind of look what Hormozy does to find... that perfect mix. In the last 90 days, if you look through his profile, Bermudez posted over 320 times, which give or take roughly equates to about three to four posts a day.
And again, they're not like super scripted or like heavy edited pieces of content. But generally speaking, for his content, it's podcast clips, Q &A moments from his in -person events, and then alongside some occasional more iPhone selfie or, you know, kind of like mapped out, like tactical videos. Now, here's how I come to the conclusion that Hermosi's bet on low production content isn't accidental.
If you look through his screen, there's the same quote he posted twice within three days. The first one was a cinematic montage. with music or gym footage and overall just looking pretty nice.
In total, it got over 993 ,000 views. You can ping it up in here. Now, the second one on the other hand was a super plain podcast clip, same exact quote.
And with little editing and nothing special effects, he got 941 ,000 views. The sole difference between those two videos is simply put the level of effort that went into the first reel, which quite frankly, a measly 50 ,000 views difference. does not seem worth the investment for Hormozy.
Because again, that's full -time team members and full -time effort, as well as delay in posting content that actually takes place for something to look better. When in reality, in the eyes of both the algorithm as well as the consumers, which make up the algorithm, don't make any big difference. Quite frankly, we've made that exact same observation as Hormozy a while ago.
So in the spirit of Zig Ziglar's famous, when others zig, everyone zags, we stayed focused on one quality post per day that looks extremely simple and recreatable. instead of spamming 10 pieces of slob hog content every single day and having a massive team of editors that do motion design and all of that special graphics effect.
And now before you call us lazy, I think there's a very clear thinking behind our approach of betting on low quality content. Simply put, every single post or content piece has a job. Reach as opposed to reach new people.
carousel teach existing followers who already you know engage with us something new and ultimately instagram stories move them from viewers into potential buyers and so as mr beast said and i've mentioned this before you know five million views on a single piece of content is easier than 50 reels that get 100k views and so in results instead of having this massive pipeline as well as massive production line of content we have to record edit and distribute for one of our clients that we got from zero all the way up to 400 000 bucks a month the strategy we had was extremely simple six to seven feed posts a week three to five stories sequences a week, which is split up into speed post, five reels, two carousels, story post, just three to five, you know, five to seven slider story sequences.
And that's really the part of the system that actually got them to, you know, a run rate of about $4 million a year, purely off of Instagram content. But here's the caveat that most people actually fail to disclose to you. Posing once a day only works if each post doesn't take you a week or several days to actually go from idea to ready to post, which...
really brings me to the second thing that you need to know that, in my opinion, Hormozy is actively changing, which is how he actually cuts the waste. And I think he took that approach from how Elon Musk runs his Tesla and SpaceX factories and essentially put his content creation process through it and used the exact same principles.
Now, there's a small anecdote to better understand the principle that I'm about to go and explain, which is extremely simple. I was at Jeremy Haynes' event about two to three weeks ago, and he had one of his, like, you know, very famous get richer talks. And in that talk, he spoke about the principle of condensing time period, right?
When Elon Musk originally... He said, how long does it take to go and shoot a rocket, you know, to the moon or into space? People said it would take years.
He said, you have 10 months or you're all fired. Well, they did it in about 12 or whatever it was. The thing is by one collapsing the timeframe, you actually cut the waste, aka you won't force yourself to think a lot bigger and figure out what's the one thing that's going to move the needle, right?
And number two, kind of really force yourself around how to operate a lot faster and only focus on what's essential. In Chairman's example, it was the fact that, you know, it took him someone that worked at his facility. or like came to do a job at his facility almost six months to like install or fix a toilet.
Whereas he brought up the example of, hey, there's a place in Japan that had like a major road absolutely cracked down. It was a destroyed road and they rebuilt it within 48 hours. Well, the difference between someone that takes six months to install a shitty toilet and someone who basically fixes an entire bloody road in 48 hours is the condensing of the time horizon and the focus that they have.
And this kind of leads me into what Hermosi says. So I just want to... I'm going to quickly pause here and show you this excerpt from his video.
And if we look at some of the best videos that I have, they weren't color graded. And there's some absolute bombs that are color graded. And I'm like, okay, so how much time is this?
And is it a requirement? Who decided that we must color grade everything? What God on the throne of YouTube and Instagram said that color grading was super important?
The answer is there wasn't really one, right? So we remove color grading. Now, personally, I think there's three key questions that Hermosi asked himself in order to cut the waste.
Step one, you want to question every single step. For every part of the process from ideation all the way up to editing, you want to ask yourself three questions. What does that exactly mean?
What's the definition of the process? How do you know that? And so what?
These three questions his team used to like eventually color grade their videos. Then he kind of went back through his best videos and realized that a lot of them never were color graded before. As a result of that, They just killed it because, quite frankly, it didn't make a massive impact.
As an example, one of his best videos was one he shot on just his iPhone on a plane. That just kind of proves the concept. Now, step number two is delete.
Promosi tells his team to delete so much that they have to add stuff back in later because deleting a step is easier than it is to undo a step later on. Which leads me to step number three, which is simplifying. Let's say color grading takes 40 % off your editing time and only makes yourself 5 % better in terms of performance.
Personally, I'd rather go and put out 1 .5 videos at 95 % than one video at 100%. This is a typical Pareto principle where you figure out what's the 20 % of the entire process that drives 80 % of the results, which means I'm going to go and cut the actual part that isn't as effective. Because then if I gain that time back, right, if 80 % of my time is spent color grading, like editing, If I get half that time back, I can put it back into recording two more videos, which means my overall output increases or the overall time spent scripting a reel and making it a 10 out of 10.
It helps you actually make a video go viral. This is the exact same thing that we use internally for our agency and consulting clients to actually help them create high quality content in as little time as possible. It all starts by us asking ourselves one very central question.
How can we get the highest outcome? with the minimal input, which kind of means how can we maximize not the views, not anything, but the actual revenue generated per time unit invested into content. For us at least, what the data shows is this, right?
Fancy animations or super hyper edited captions on our client pages just don't make an impact. And if so, it's only for ego or minorly brand recognition. To put this into like a very simple layman's term.
One of our clients with a business acquisition offer, right? He posted a green screen video, the kind that you literally just go take your phone out and kind of use to make in about five minutes, right? He didn't have a $3 ,000 camera, quite frankly, he didn't have a creative director, and he didn't have any fancy lights or any of that stuff, right?
Now, this post actually put quite well. And even though it only got 5 ,000 likes, it actually ended up bringing in 1 ,000 inbound leads, which kind of booked out the entire sales team's calendar for a week and a half. Now, compare this as a result of that video.
That person's biggest competitor, a very well -known female personal brand, made the exact same video, both the whole shebang, camera, motion graphics. She actually ended up getting a thousand likes on it, you know, barely any leads. And I know for a fact their sales seem to make a single sale.
Significantly higher cost, significantly lower pull. So I hope this kind of drives home the point as to why it's important to kind of cut the bloat. Now, here's the thing.
Cutting steps sounds good in theory, but it's only actually effective if you know what you should and you should not focus on, which you get by first actually really understanding your buyer and their user behavior. So let's quickly talk about like buyer psychology because it's actually the third thing that I stole from Hormozy's video.
Everything Hormozy does with his content as well as his strategy is optimized around one thing, reaching and interacting with his ideal buyers, which means the aesthetics, the format, the messaging, the pacing, everything that he does is very intentional. Because at this point, I think Hermosi knows exactly not only the type of content his target audience interacts with, but as well as the topics and formats that people actually want to hear or consume.
I know this might feel redundant to say, but if what you're saying as well as the topics you talk about hit your buyer's exact problems or speaks exactly to what they want to hear, you actually don't need fancy edits or a lot of the expensive schnick -snack most people tell you is necessary to work your way into the algorithm.
And again, Alex Hermosi's best post from the last 90 days. actually proves that. So let's go and actually go and take the look at his best post.
I have a hair extension salon in LA. Perfect. We do about 1 .2 million revenue.
What's stopping me is I feel like I train stylists up. And then they take the book of business into it. Yeah.
Yeah. Super normal. So what do I do?
It's very simply put, it's a salon owner at one of his life events. And the first thing out of their mouth is the business she runs. the revenue that she does which is around like 1 .2 million and they keep training hair stylists who leaves and essentially take their clients with them and if you look at the title on the screens it literally goes and says why do my employees keep leaving very likely put not only a salon owner would say but also a lot of business owners whether it's an agency coaching business or you know any type of service or labor heavy you know business owner would probably like ever face or struggle with that particular video in of itself that 3 .8 million views or something like that, which is nine times more than his normal reel.
There's no B -roll, no animation, no motion graphics. The only thing that it is literally just the two camera angles from the event alongside a quick like whiteboard drawing to better illustrate the point. Now, the point here isn't for you to go and say, oh, well, Hermosi does this.
I need to go and do the same. It's actually the backwards thing to think, right? Most people would walk away from this at this point and say, oh, I just don't need an editor anymore.
Fuck my editor, right? I can use CapCut. When in reality, that's not the lesson I want you to go and learn.
In Hermosi's case. he understood that business owners specifically, they tend to engage with more raw content that shows real interactions or just kind of like behind the scenes, real, I'm doing business kind of content. And because those like in the moment conversation thoughts are just more like tactical insight, don't necessarily require a lot of editing based on the data.
This then shows that an editor or like some really fancy post. production form isn't actually necessary. Now, let's compare that to, you know, more business to consumer audience or offers such as trading or e -commerce where the tactical in the raw kind of moments are extremely boring compared to the brain rot or motivational rants that you see online.
When that is the case, maybe editing is more important. But the principle here is to go and understand that you want to cut the parts of your process that actually for your audience aren't relevant. Give you a good example.
One of our clients, he's doing about $350 ,000 a month between 8 ,000 followers on Instagram and 2 ,000 subscribers on YouTube. Nowhere near Hermosi's reach. And before he came to us, he was doing about, you know, 100, 150 grand a month, posting roughly five times a week on Instagram.
A lot of that content was actually a lot of lifestyle flexes. You know, it was the car he's got, the watch he's got, like, just kind of like the good life, right? And quite frankly, you know, they got probably more views than our stuff is right now.
But... they weren't bringing in the right leads at scale. Now, for context, there's a sales training offer where the client helps individuals who are in sales essentially level up their sales ability and ultimately make more commissions, right?
And what we found is that the best buyers or the people most willing to spend 10 or even 20 grand on him were already making money and they just wanted to scale up their income, which means when we looked at the posts that they would reference or massively engage with, it wasn't the lifestyle stuff. It was actually the tactical insights.
And so what we did is we quite simply killed majority of like the life. StyleFlex and pivoted to more tactical stuff, you know, sharing insights, snippets from his own coaching or sales calls, and ultimately sharing his unique IP because we understood that's actually what shines the brightest and actually leads to the most amount of revenue.
We implemented, for example, threats because we understood nobody does it and they get a lot of sales and everything was built around his kind of like trademark. For example, he calls it the 5 a .m. close.
And again, a few of those threats actually did over a thousand likes, you know, and on about 6 ,000 followers, that's pretty damn good, you know? In terms of quantity for him to kind of apply some of these principles I've been speaking to you, we actually went from like five posts to like seven to maximum 10 posts a week.
And so. The biggest change was not necessarily the quantity, but who we were writing for. And again, those small shifts don't look like much, but they're some of the key drivers, alongside him having a really good product that leads to loads of referrals, to go from 1 -150 to, you know, the better part of 350 consistently in a span of like six to eight months.
And once you actually know what actually attracts paying customers and what matters to your target audience in terms of the process, you just double down on your winning content topics and you gradually test... or add in adjacent topics to expand your overall reach without diluting the viewer or actually trying the wrong kind of people.
The next problem is really getting them to stop scrolling. And that's where the fourth thing comes in that I took from Hormozy, which is actually the written word. Now, for years, every single person, content strategist, you know, copywriter, obsessed about the verbal hook, aka what was said in the first few sentences of any former reel or YouTube video, because they were believed to make or break your attention, which ultimately determines virality.
But these days, that isn't actually the ultimate way to capture someone's attention. Now, to illustrate this, I'm going to give you a very simple example from one of our agency clients. We posted the same video two times.
Same audio, same script, same editing, same style, same music. The only thing that we changed was the visual text hook right above his head before he started talking. The first one did about 24 ,000 views.
The second one did literally 100x that, 2 .4 million views. And that's literally from changing the better part of like five to seven words. Or how Hermosi would go and put it, the content is the container.
stuff inside is what matters now again neither do i run hormosi's content team nor do i say i know how it works but it's very evident that he uses a similar approach every first sentence or opening is directly to the point and underlined by the visual text hook he never wastes something on a hey guys or an intro you know that is extremely lengthy one of his best performing videos in the last night is literally him at a pool going how to stay poor number one Think someone else is winning means you're losing.
How to stay poor. Number one, think someone else winning means you losing. Only learn from people who look like you.
That video alone did 1 .3 million views, which is again, three times the average view that he gets on Reel, which is like 400 ,000 views. Now, the other openers he uses over and over and over are, you know, a promise with a number in it. I woke up with zero dollars tomorrow and wanted to become a millionaire.
Here's what I would do in 2026. A before and after, or a buyer saying their problems, their revenue, as long as they're actually at this event. I have a hair extension salon in LA.
Perfect. We do about 1 .2 million revenue. What's stopping me is I feel like I train stylists up.
And then they take the book of business and debt. Yeah. Yeah.
Here's the thing. The verbal look still kind of matters. But now with like a good written hook, you can actually capture their attention.
I can just start talking about like, you know, the importance of personal branding or whatever. And then my visual hook, aka the stuff I actually code put on the screen, can almost be like the catching attention that then makes what I'm saying immediately relevant to them. And I believe this is probably the most valuable lesson you can take out of this video.
Because even for us internally, the writing is where most of ours go. Because good copy will always win. And that then allows us to skip the tedious process of trying to you know put lipstick on a pig to make it look cute for lack of better terms by doing fancy emotion designs or as well as like editing to go make a crappy real look acceptable.
Good writing ultimately gets the right person watching. You call them out, you can speak directly to them, or you can just resonate with them. But to actually get them to act, you know, to reach out, to follow you, the things you want them to go and do, they have to actually believe what it is you're saying is actually true.
And that's actually the fifth thing that you should be knowing from the video I took from Hermoses' new strategy. In Hermoses' word, he calls this the trust economies. And again, to kind of put it into his words, we're in the show me times, not the tell me times.
A great indicator for that is the fact that like how -to content, no longer work it's how i even though most copyrights will tell you need to speak to the individuals right now the audience doesn't want to be told what to do they want to see what's actually working and figure out that is the right thing for them so if you run an airbnb business example you host airbnb properties instead of saying how to start an airbnb business in 2026 it's about how i started and scaled an airbnb business to x amount of units that pay this much money and this is the exact big difference now people learn from what it is you're articulating to them or what you've learned as opposed to you telling We've worked on our content a lot.
This is the year of the trust economy. I think I called this at the end of last year and I feel like I'm more right. I think it aged like a fine wine.
We're in the show me times, not the tell me times. And so that means that you need to demonstrate expertise in as many varied conditions as possible with as many diverse avatars, or rather the avatars that represent most broadly the types of customers that you serve, solving the specific problems that they have in the way that you want to solve them that gets them the outcome they're looking for.
For people to take action on what it is you're saying, whether it is to reach out, whether it is to purchase, whether it is just follow them, they need to believe two specific things. First things first, they need to believe actually what it is you're doing works for you specifically. They don't want to be told what to do again.
They want to see what works for you and kind of then figure out if it's the right vehicle for themselves because they might be similar to yourself. And so for that belief to form, I believe people need to know two things. One, you achieve the outcome or the result that they desire and, you know, complete the specific transformation as a process of that.
And number two, you have the knowledge, the expertise, ultimately the unique IP as well to help them solve a specific problem, achieve a specific result. You essentially have the credentials, you know. Ultimately, nobody wants to learn, let's say, e -commerce from a guy who's never run a fucking e -commerce store himself before.
To me, here's exactly how Hermosi does this in a very powerful way. As an example, in one of his... videos he literally opens up with a before and after of a company's ad results like we took them from here to here he teaches you the method and then tells people to comment the keyword map for his free roadmap Here's how I took a company's ads from this to this.
So ads are made up of three parts. Hook, meat, CTA. Comment map if you want a free personalized $100 million scaling roadmap for your business in under 30 seconds.
Now that post got over 5 ,000 comments when another one of his gets probably around 100. In another one, he basically does a 19 second skit. And you know, he literally just shows the real screen recording of a $46 .2 million exit call.
Look at your bank account. Now look at mine. Now look at your bank account.
Now back to mine. Sadly, it doesn't look like mine.
That particular video is like at over a million views. Ultimately, this all comes down to being capable of telling the whole truth. Hermosi said it best.
You have to say all the shit where you look bad, too. And then people will leave you the shit where you look good. Now, there's two really good examples.
One that I recently saw where, very simply put, Hermosi was consulting someone that was a $100 million trader, believe it or not. And that particular individual was like, well, the biggest objection I get is like, why do you want to go and sell a course when, you know, you made $100 million? Seems incongruent.
And only when Hermosi started pressing him, the guy relieves that, hey. I do it because I don't want to trade anymore because trading ruined my life. Now, Hormoz's point was, that's great, but now say that you've made 100 million and the reason you're teaching it now is because it ruined your life for doing it wrong and you want to prevent them from doing that.
That is a way stronger frame because you're giving them the whole truth. Nobody wants to go and see only one side of the coin that looks really shiny. They want to see the good, the bad, the ugly, the better.
There's a second example, which is an agency owner who was really bad at delivering for clients, but extremely good at getting them. Basically, he started the business booking appointments for other agencies. Now, as a good example, on this channel, I say a lot how we like to lose political events to go and create creative angles out of it.
However, more recently, we actually just kind of made a post around one of the changes that the current US president had taken, right? And as always, sparked up a lot of controversy. Our mistake was is that we forgot to mention like a very particular like tactical detail or just like nuance around like his neutrality on this.
stands and more so like reporting from the sidelines, which what that created, it created this false narrative that like he was positioned towards one or the other political party, which again, ultimately caused a bunch of problems. So as a result, that post, though it got a lot of views, it hit the wrong frame and it felt like he wasn't saying the wrong truth or he was just kind of like saying it to make what he's selling people look good, which caused a lot of backlash.
And so it's about telling the whole truth. And ultimately here, the question becomes, how do you turn the attention that you're getting right into high intent leads by making people believe that what you're saying is actually true.
Now, traditionally, you'd probably think that the way for you to liquidate the attention is to go and say, hey, DM me this keyword to get started, comment X to go and get a keyword. Now, in Hormozy's case, he actually only put 18 CTAs in his last 320 pieces of content. But before you say, oh my God, the comments are dead, no more Manichat for me.
Hormozy simply liquidates his attention in a very different way. For him, it's paid ads.
Simply put, he takes his best piece of content along some direct response creatives and those ads very simply put retarget the organic viewers. However, In my case, the approach is very simple.
If you're a frequent viewer on the channel, you probably know what I'm about to go and say. We put out significantly more call to action in our content, but we actually tarnish them as additional value in the form of free course, trainings, AI prompt, or simply put, value -dense PDFs. With me, the whole point is getting viewers into the DMs, where we not only qualify them, but in the form of DM setters, tarnish as the personal brand, we build a personal connection and actually nurture those individuals to the point where they're sold on the individual.
They're sold on the vehicle and they're sold on themselves having the capability, skill and time to actually execute and succeed. And that whole process allows us to book sales calls with people that are super high intent. Now, once you start getting comments, start getting leads, you need to know one simple thing.
Which content piece is actually responsible for calls being booked and sales being generated? Because ultimately, you can do everything right. banger content, banger hooks, you know, banger copy.
But even if you implement everything, you could still be making revenue -generating decisions judging by the wrong numbers. Now, as an example, right, Hormozy had a quarter where his views broke world records. You know, it's the best he's ever performed.
His brand was super rising. His book sales, leads, or ultimately like applications, they all were down. Now, when you look at the six of his most viewed videos during that time, they actually made no money.
And the top earning video on the flip side only had 270 ,000 views. Now, Hormozy's conclusion was... to be okay with views going down while sales are going up.
And to be fair to Hermosi, we have seen the exact same phenomenon. We've had reels with, you know, 30 million plus views that drove next to zero sales. And, you know, reels with 200 to 500K that easily generated, you know, well over 100K plus indirectly attributable sales within a 48 to 96 hour time period.
The question here becomes simple, you know. how exactly can you actually track sales back? We use a tool called Manichat and using its chat ID function, what we're doing is we're tracking back every single lead to a specific keyword, right?
So every chat ID is tracked to a keyword and then using some technical schnick schnack, we're able to go and track the calls booked as well as like calls closed, as well as cash collected. back to that specific chat id as well as keyword which then on a monthly period gives us views where we're seeing exactly which content actually generates sales this brings me to the end of the video where you now should know the six things i stole from this alex hermosi video and his newest content strategy and how you can implement and leverage them without having a massive team or a very big budget the key takeaway here should just realistically be that your approach to content needs to be more like an actual marketing funnel as opposed to this like oh let me just go and become an influencer because ultimately when you treat content like a funnel.
You can make data -driven decisions instead of just kind of using vibes as your decision -making factors. I actually made an entire video breaking down every single number you should track and how to track it and how we do it for our clients, right? In this video right here.
So you just click it and watch it next. And now last but not least, if you're already making a ton of money or you already have a small brand and you just rather have our team. build and install our exact content systems for you, then the first link below gets a short video and shows exactly how we can go and help you work.
For context, we'll install the exact system, help you run it, and you have a dedicated creative director that's supporting you along the way to go and make sure you build a personal brand that's not only getting a ton of views, but ultimately gets significant amounts of leads every single day or month. That's helping you pretty much scale your coaching business, or if you're spending a shit ton of money on ads, just kind of maintain your ROAS and allow you to scale into spend.
With that being said, I appreciate you for sticking with me today, and I'll chat to you soon.
The Hook
The bait, then the rug-pull.
When a creator with 8 million followers says he's changing his Instagram strategy, this video says to study it. The host walks through six principles behind Hormozi's shift to lo-fi content and the results he's seen applying them for clients.
Named ideas worth stealing.
08:00list
Question, delete, simplify
- Question every step
- Delete
- Simplify
For each step from ideation to editing, ask what it means, how you know it matters, and so what. Delete aggressively, then simplify what remains using the 80/20 rule.
Steal forany content production workflow
06:20model
Post jobs
- Reels reach new people
- Carousels teach existing followers
- Stories convert viewers into buyers
Every piece of content has one job in the funnel, which keeps a once-a-day cadence manageable.
Steal forInstagram content planning
19:40list
Two beliefs to trigger action
- You achieved the outcome
- You have the knowledge and unique IP to repeat it
People act only when they believe the approach works for you and that you can solve their specific problem.
Steal forproof-based content and offers
How they asked for the click.
VERBAL ASK
26:10product
“If you already have a small brand, our team can build and install our exact content systems for you.”
Soft agency pitch after a related video recommendation, with links in the description.
Visual structure at a glance.
