Demonstrate, Don't Describe | Ep 827
episodePreviously titled “Demonstrate, Don't Describe | Ep 850” — renamed by the publisher on Aug 2, 2026
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What is the importance of demonstration in advertising?
So like if you guys take anything from me when it comes to advertising stuff, demonstration, demonstration, and the third rule is demonstration. Like you describing something with your words is so much less powerful than just showing it. And so if he says, hey, I'm going to talk about this guy, like click in, share screen, pull the guy up, show the group. It's such a visual platform anyways. You demonstrating the actual thing. I mean, AI Jack, if you've seen that whole thing, like I think a big reason why he gets a huge amount over is because of the demonstration that he's doing by doing the share screens. Let's, let's rip. Why don't you, why don't you tell everybody real quick? What's, what's the group? Give it a, give it a, give it a 60 second. Who do you help? How do you help them?
So we basically run Alma Locker's community. It's a self-improvement spirituality community around helping people make mindset shifts so they can work better towards their goals. Essentially. It's like a more practical approach to like manifestation.
Are you personal development?
Yeah, we're in the self category.
Okay, cool.
We're, we're actually ranked number one all the time. And we're creeping in with the current school games.
Must be nice. Must be nice.
But yeah, so is there anything you want me to expand on before we jump in?
Well, let's start with, so what are the features of the offer?
So the features of the offer are essentially weekly coaching calls with the creator. We have the community itself. Then we have courses. Alex, we actually had four points that we thought would be interesting to touch on, but maybe we can run them by you. Go for it. I'm taking notes. Awesome. The four areas that we want to touch on are churn. We've got our churn down to 16% to 18%, but we want to get it down to even the low teens. So we wanted to see what we could do there. The second one was audience conversion rate. Our creator has... around 450K on YouTube. And we've done some things that have worked pretty well to convert viewers into leads and then leads into purchases. But we wanted to see what else we could do.
Third was Ascension. This month, actually, we ran a one-time kind of accelerator or as Calvin Hollywood calls it, a project community. It did about 22K, but that's like a one-time thing. And so we were looking for ways to... get more recurring revenue on the Ascension side. And then number four was how to create urgency for people to buy when there is no promotion or like discount or launch going on, essentially. Yeah.
I'm going to answer that fourth question first, and then we'll dive into the way that I would normally approach this. So this goes for everybody. I don't know if you know this, but inside of this lovely book, the last chapter is on naming. And inside of the naming, we talk about having rotating seasonal, basically deadlines. It actually might be in the urgency chapter. But basically, I like to think about things as a fraternity party planner. So that means that every month there's always a reason, right? And so like, you know, my buddy got his wisdom teeth taken out, therefore we should drink. So that's what fraternity party planners, they're like, oh, I guess we shouldn't party tonight. because I guess there's nothing special.
Like there's always something special. It's someone's birthday. It's the business's anniversary. It's the founder's milestone for something he did, you know, a year earlier when he started his YouTube channel. It's a milestone for how many people he hit on his subscriber base. It's the first of spring. It's Easter. It's Halloween. It's go back to school. It's new year, new me. Like there's always a reason that you can come up with in order to justify giving people some sort of incentive, uh, to take the next action. All right. That being said, I like big picture from a continuous basis, as much as I just explained that whole thing, do I think it matters? No. So like whenever you have some of these kind of like deadlines, in my opinion, a lot of what you do is you just pull forward demand. So people who would have probably otherwise bought in a month, just buy now. And so does it necessarily, like there's this very famous case study in the U S with GMC, which is a big car manufacturer here.
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