From: alexhormozi
Alex Hormozi, with 13 years of marketing experience, having built and sold nine companies—including his last for $46.2 million to American Pacific Group—emphasizes the critical role of high-volume content production in marketing and business growth [00:00:00]. He highlights that consistent, high-volume output is often the key to scaling and achieving significant returns.
The “More” Principle for Scaling Marketing
When starting out in marketing or advertising, “more” is almost always the answer [00:06:30]. This principle applies across various channels, including content creation and paid advertising.
Personal Anecdotes on Volume
Hormozi recounts a time he sought advice on improving his content, only to be told he wasn’t producing enough [00:06:40]. A mentor showed him how he was posting five times a day on LinkedIn and twice a day on Instagram, while Hormozi was posting significantly less [00:06:50]. This experience, though initially embarrassing, underscored the importance of volume [00:07:15]. Later, when advising a billionaire friend on personal branding, Hormozi revealed his team posts over 50 times a day across platforms, starkly contrasting his friend’s once-a-day posting [00:07:51]. This demonstrates that successful marketing requires doing “a lot” to discover what works [00:08:10].
This volume principle extends to paid advertising. Hormozi challenged a chiropractor agency owner who believed he had “saturated Facebook” with $40,000 a month in ad spend, pointing out that the entire industry likely spends millions monthly [00:08:20]. The opportunity lies in outcompeting by having a higher Customer Lifetime Value (LTV) and thus being able to spend more to acquire customers [00:09:14].
Volume Negates Luck and Accelerates Learning
A core philosophy is “volume negates luck” [00:10:27]. Instead of hoping a few ads or pieces of content will be amazing, producing more increases the chances of finding winners [00:10:36]. This high volume also allows for much faster iteration and learning, reducing the emotional attachment to any single piece of content [00:12:01].
Transitioning from “More” to “Better” and “New”
While “more” is paramount, particularly in the initial stages, there’s a strategic point to shift focus to “better” and then “new” [00:11:16].
The “More, Better, New” Framework
The strategy for scaling advertising or marketing in any niche follows a “more, better, new” framework [00:06:24].
- More: In the beginning, focus on increasing volume. This creates “flow” through the system, allowing for identification of breaking points and real performance data [00:14:14].
- Better: Once significant volume is achieved, focus shifts to optimization when the return on effort for “better” exceeds incremental “more” [00:11:19]. This involves refining existing processes, such as split-testing headlines or calls to action, to improve throughput [00:11:50].
- New: Only when “more” and “better” can no longer yield significant returns should efforts shift to trying “new” things, such as exploring new channels (e.g., YouTube ads, Google search ads, direct mail) [00:14:46]. The cost of change for “new” is guaranteed, while the return is not, so it’s a later-stage strategy [00:13:51]. Most entrepreneurs mistakenly spend too much time on “new” instead of optimizing what’s already working [00:14:01].
Practical Application: The Ad Creation Process
Hormozi details his specific ad creation process, which heavily relies on volume and data:
- Continuous Data Collection: Always be collecting interesting ad ideas, hooks, and attention-grabbing tactics from various platforms [00:32:24].
- Cram Sessions: Before recording ads, review all collected inspiration (“swipe files”) and historical best-performing ads [00:33:09].
- Hook Creation (80/20 Rule): Out of 50 planned hooks, 80% (40 hooks) are based on tried-and-true methods, while 20% (10 hooks) are reserved for new, experimental ideas [00:33:52]. This systematic approach ensures continuous improvement while minimizing risk.
- Focus on the Front End: Disproportionate effort (e.g., 55 minutes out of an hour) is spent on the first 5 seconds or the headline, as this “front end” can yield massive (100-300%) improvements in Click-Through Rates (CTRs) [00:20:01]. This is where effective ad creation and optimization techniques are most impactful.
- “Kaleidoscope Process” for Winners: When a winning ad emerges, milk it by changing background colors, props, re-enacting, reordering elements, adding visual filters, effects, changing fonts, pacing, or music [00:35:29]. This allows for exponential leverage of successful creative without starting from scratch [00:37:36].
Market Expansion and Niche vs. Broad
Hormozi advises that for most businesses, especially those under $3 million in revenue, the primary focus should be on intensifying efforts within their current market rather than immediately seeking expansion [00:53:35].
He emphasizes that niches, even highly specific ones, can yield massive returns. For example, his company Gym Launch thrived by exclusively serving “micro gyms that did before and afters of weight loss and transformations” [00:54:41], generating over $30 million annually within this narrow focus [00:54:52].
The strategy often involves going narrower rather than broader, focusing on the top 20% of customers who generate 80% of revenue [00:57:58]. By understanding what these high-value customers have in common (psychographics, demographics, actions), businesses can refine their marketing and sales to attract more of them. This specialized approach leads to increased LTV, allowing businesses to spend more to acquire customers and scale profitably [00:58:33]. This refines marketing and customer acquisition strategies.
Continuous Content Creation and Audience Awareness
Businesses often underestimate the sheer volume of marketing activity required for growth [00:38:39]. There are only four ways to advertise: warm outreach, cold outreach, making content, and running ads [00:38:13]. Small business owners should dedicate significant daily time (e.g., the first four hours) to promoting their business [00:39:33]. This aligns with consistent content creation as a fundamental element of strategies for content creation and media engagement.
Hormozi also advocates for utilizing free content for lead generation by “giving away the secrets and selling the implementation” [01:06:27]. Free content should be so valuable it could be charged for [01:06:35]. This builds brand reputation and leverages “results in advance” to encourage future purchases [01:07:15].
Reminded More Than Taught
A key insight for creating content that considers new audience members and maintaining engagement is that people “need to be reminded more than they need to be taught” [01:20:23]. Content can effectively be re-shared or repurposed because new audience members haven’t seen it, and existing ones appreciate the reminder [01:22:16]. This supports a high-volume, repetitive content strategy, echoing Henry Ford’s observation that creators get sick of their content long before the audience does [01:24:15]. This approach focuses on tactics for producing targeted content for business owners and their specific needs.
Ultimately, effective marketing and leveraging content and outreach to increase business profitability comes down to consistently doing “more” with what works, continually optimizing for “better,” and strategically introducing “new” channels or approaches when appropriate.