Stephen Bartlett

And for most small businesses, they're doing so little and think they're doing so much. And it's a huge gap in understanding. And so I'll tell this story that's probably the easiest way to explain it, which is when I had my first gym, I called up a mentor. He had 20 locations. I said, how do you advertise? He said, I use flyers. I said, okay. So I put 300 flyers out. It didn't work.

I called him back. I was upset. I said, WTF. He said, slow down. What was your test size? And I said, what do you mean? He's like, well, your test size. So like, I mean, the 300 wasn't the only amount that you put out. And I was like, well... Yeah. He's like, well, our test size is 5,000 flyers.

I called him back. I was upset. I said, WTF. He said, slow down. What was your test size? And I said, what do you mean? He's like, well, your test size. So like, I mean, the 300 wasn't the only amount that you put out. And I was like, well... Yeah. He's like, well, our test size is 5,000 flyers.

I called him back. I was upset. I said, WTF. He said, slow down. What was your test size? And I said, what do you mean? He's like, well, your test size. So like, I mean, the 300 wasn't the only amount that you put out. And I was like, well... Yeah. He's like, well, our test size is 5,000 flyers.

And then once we have a winner, then we do 5,000 every day in terms of flyers that they put on cars to get people in. And so over a 30-day period, he would be putting out 150,000 flyers. And over a 30-day period, I put out 300.

And then once we have a winner, then we do 5,000 every day in terms of flyers that they put on cars to get people in. And so over a 30-day period, he would be putting out 150,000 flyers. And over a 30-day period, I put out 300.

And then once we have a winner, then we do 5,000 every day in terms of flyers that they put on cars to get people in. And so over a 30-day period, he would be putting out 150,000 flyers. And over a 30-day period, I put out 300.

And so he was in a very real way doing whatever the math is there, but like 300 times or whatever, I don't know, a lot more, 500 times the math, sorry, 500 times the flyers that I was. And of course he was getting a better result. And so one of the fundamental misconceptions of small businesses is that they mistake low volume for volatility.

And so he was in a very real way doing whatever the math is there, but like 300 times or whatever, I don't know, a lot more, 500 times the math, sorry, 500 times the flyers that I was. And of course he was getting a better result. And so one of the fundamental misconceptions of small businesses is that they mistake low volume for volatility.

And so he was in a very real way doing whatever the math is there, but like 300 times or whatever, I don't know, a lot more, 500 times the math, sorry, 500 times the flyers that I was. And of course he was getting a better result. And so one of the fundamental misconceptions of small businesses is that they mistake low volume for volatility.

Meaning, if you're not sure where your sales come from and you get one sale here and then two weeks later you get another sale and it feels sporadic, it feels volatile. Well, there is a certain amount of advertising activity that is occurring over that period of time. And we know that a month passes and you get one to two sales.

Meaning, if you're not sure where your sales come from and you get one sale here and then two weeks later you get another sale and it feels sporadic, it feels volatile. Well, there is a certain amount of advertising activity that is occurring over that period of time. And we know that a month passes and you get one to two sales.

Meaning, if you're not sure where your sales come from and you get one sale here and then two weeks later you get another sale and it feels sporadic, it feels volatile. Well, there is a certain amount of advertising activity that is occurring over that period of time. And we know that a month passes and you get one to two sales.

And so the companies that are in your space that are doing one to two sales a day, take what you're doing in a month and they do that every day. And I know that you can get this, and I want to put this in context here. I hear, I would like to build a personal brand. And I say, cool. And then I ask, how much content are you putting out?

And so the companies that are in your space that are doing one to two sales a day, take what you're doing in a month and they do that every day. And I know that you can get this, and I want to put this in context here. I hear, I would like to build a personal brand. And I say, cool. And then I ask, how much content are you putting out?

And so the companies that are in your space that are doing one to two sales a day, take what you're doing in a month and they do that every day. And I know that you can get this, and I want to put this in context here. I hear, I would like to build a personal brand. And I say, cool. And then I ask, how much content are you putting out?

And they say, you know, I put out, you know, one or two pieces a week. And I think that's amazing. For context, for anyone who's listening to this, we put out 450 pieces a week. And so the brand that we have is way larger because we do so much more than you do. And people can't fathom the idea that someone works two times, five times, 10 times, a thousand times more output than they are doing.

And they say, you know, I put out, you know, one or two pieces a week. And I think that's amazing. For context, for anyone who's listening to this, we put out 450 pieces a week. And so the brand that we have is way larger because we do so much more than you do. And people can't fathom the idea that someone works two times, five times, 10 times, a thousand times more output than they are doing.

And they say, you know, I put out, you know, one or two pieces a week. And I think that's amazing. For context, for anyone who's listening to this, we put out 450 pieces a week. And so the brand that we have is way larger because we do so much more than you do. And people can't fathom the idea that someone works two times, five times, 10 times, a thousand times more output than they are doing.

But it is usually the reality of why they're getting a thousand times more than you're getting. And fundamentally, this is the concept of leverage, which is that you get more for what you put in. In the beginning, you're the one doing the flyers.