I was listening to a few of Hormozi’s podcast about what he’s learned after gaining 7.8 million followers in 40 months.
Here’s a huge takeaway he shares.
“People who like my videos on relationship advice want more relationship advice. While these videos may get more views, likes and followers, they don’t get me more customers.”
Hormozi takes a hard stance on no longer doing any content that isn’t business content.
He wants to scale businesses. So he’s only going to make business content.
TL;DR: the relationship content and the food content is a waste of time.
Misunderstanding #1 – But That Stuff is the Brand!
He’s failed to consider the brand that type of content has built for him.
Watch how the flow of his content all relates to his core message of “work harder.”
Video A. He’s made a video about getting 40 grams of protein in one meal by eating an entire 32oz jug of greek yogurt and sprinkling crystal lite in it to make it tastier without adding sugar.
Video B. He said he doesn’t cook because it’s a waste of time. He will order out every meal because the time he could have spent shopping and cooking, he could have made a 2,000 sale instead.
C. His business focused content literally looks like, “How to outwork your competition.” Look he even just jumped on this trend which was executed flawlessly [watch the reel].
A = B = C = His entire brand and core message is “work harder.”
Him eating a jug of greek yogurt standing over his kitchen counter is literally him not cooking to save time so he can get back to work.
He is attracting more men who want to grind, grind, grind (I believe he said his audience 80-90% men),
It’s likely unconscious to his audience.
It’s an emotional response.
Women don’t resonate with this message, so they don’t stick around.
Parents don’t resonate with this message, so they don’t stick around.
A friend of mine just posted this Thread
This is exactly what branding is.
You speak your truth and share your values and world-views and people either deeply resonate with that or they move on.
Hormozi doesn’t have to try to do this.
He’s simply speaking his truth.
Adding crystal lite to 32oz jug of greek yogurt and eating the whole thing is a thing he does because he is a big dude with a background in fitness industry and has sold thousands of supplements and he NEEDS to get back to work.
It’s not JUST food content.
It’s telling stories about the truth of who he is and giving people an opportunity to resonate and fall in love.
Misunderstanding #2 – The Deeper Purpose
During the spring of 2023 while Hormozi was building this social media empire, he was showing up on EVERY podcast.
I listened to at least 10 of them.
On EVERY podcast he told his “big story.”
- His dad wanted him to be a doctor
- He’s a smart guy. He graduated college early and was accepted to Harvard business school.
- But truly he had this dream of “doing the gym thing”
- He knew his dad wouldn’t let him so at 23(ish?) he drove from the east coast to the west coast to pursue this dream. When he was in Ohio he called his dad and told him he already left to pursue “the gym thing”
- His dad was pissed. It created a massive riff in their relationship.
- He grinded HARD motivated by the fuel to prove his dad wrong. That was his core mission.
- His relationship with his dad got worse. They barely spoke.
- When he finally sold GymLaunch for $42 million he called his dad and said “told ya so”
- It didn’t make him feel better
- They have been slowly mending their relationship
I have not heard Hormozi talk about this as a contributor to, not just the growth of his social media follower count, but the growth of his business at all (if you have let me know).
I have a great relationship with my father, but I can deeply feel his “told ya so” energy and relate it to my desire to make impact in the world.
I bet most men can feel this desire to make their father’s proud.
It makes the hair on my neck stand up.
It makes me want to run through a wall.
That’s the power of telling your big deeper purpose story.
Yes, it’s hard to measure and Hormozi is a big data guy.
But I know he knows, and I know you know, we humans don’t make logical decisions.
Summary
When you could hire any mentor to scale your business, why would you choose Hormozi? (or why wouldn’t you?)
When you could buy any white shoe, why do you buy Nikes?
When you could learn stories from anyone, why learn from me?
One piece of content doesn’t stand alone.
Content is an ecosystem.
Does the business-content bring in more clients for Hormozi. Of course it does.
But those same people also saw some of the food and relationship content and that content built a deeper connection to Hormozi.
The business content gets them to say, “yes, I want to build my business.”
And the stories get them to say, “yes I want to build my business with Alex!”
Free Coaching
I am hosting a free training to teach you how to tell your Deeper Purpose Story in 90 seconds or less. Click here to sign up.
It’s hard to get your big stories into a quick short form video because there’s a lot that’s happened to get you here.
How could you possibly capture your 10 year transformation into ONE Instagram reel? (especially when you’re already spending 3 hours to get one simple idea to fit into 90 seconds)
I’m going to give you the 5-part framework I use in all my content to tell stories that engage my audience and have them saying things like this:
Matt
PS. After this training I’ll be launching the StoryGrowth Framework for the new year and there are only 20 spots available. If you want to be the first to hear about it (it may sell out fast after this training), join the waitlist. All you have to do is click here.
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