How To Get Customers So Fast It Feels ILLEGAL | Ep 795
episodePreviously titled “How To Get Customers So Fast It Feels ILLEGAL | Ep 814” — renamed by the publisher on Aug 2, 2026
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What are the core skills every founder needs?
There are a few things that every founder has to learn at a basic level. You have to know the core business. You have to know how to get customers. You have to know how to deliver customers. Just about everything else you can outsource, but those two things are core to every business. And so if you don't know how to get new customers, you need to fix that. Wanna hear something insane? Every six seconds, acquisition.com portfolio companies get a new lead. So I'm gonna show you how to get new customers so fast it feels illegal. And just while I was saying that, we got one lead in the first second, one at second six, a third at second 12, and we'll get one in just right now. And that's exactly what I'm gonna show you how to do.
So number one, every business wants more leads, but none of them want to give good stuff away for free. And so my favorite marketing strategy for getting tons of leads is step one, look at what other people are charging for. Step two, look at the hard costs of what it would cost for you to deliver it. Step three, give that thing away for free. Step four, see how many leads you get. Step five, see how many you convert. and then the hard cost divided by the percentage conversion equals how much it costs to get a customer. Don't worry, I'll walk you through the math. So let's say that you have a competitor who's willing to do some sort of SEO service, whatever. Now, SEO services will typically have multiple components to it.
And most businesses that either have products or services have many things that if you were to go zoom in on it, you could do for somebody. You could compress files on someone's page to increase the page lead time. You could change headlines around. You could redesign it. You could fix the metadata so that it ranks differently. Whatever. You could create link backs. There's a number of different things that you could do. And so the question is, how many hours, let's say, would it take me to add 20 backlinks from someone else's site to the prospect's site? Okay, well maybe that would take me, I don't know, let's call it an hour. Now I think it would take less than that, but let's just say it's an hour.
And let's say that it's an hour of one of your employees' time and you pay them $25 for that work. Okay. The question is, if you're trying to just give away an assessment or something like that for free, which is what everyone else gives away, not that many people would be interested. And so, let's say that you spent $100 to get leads with your old way, and then you add this new thing that you give away for free that costs you $25, but all of a sudden, you get three times the amount of people who want that free thing per dollar of advertising, meaning that your new lead cost is $33. But for each one of those $33 people, we now have to give a $25 thing away. But at the end of the day, we still net less cost per lead from $100 to $58. And so fundamentally, this is the 101 of how giving stuff away works. Now the 201 version of this is that you want to only give the $25 thing away, or $100 thing, or $1,000 thing, depending on the size of the ticket of the thing you sell. to qualified customers.
So it's no longer, oh, you want my SEO backlinks, it's okay, well, I'm only gonna do that if you meet qualification one, two, three. And then at that point, then I can look, I can sift through my leads and say, oh, well, I'm only gonna incur that $25 cost on one of the three leads, which then brings my average lead cost down to probably around $40. And so this is the idea, is that you can give something significantly better away for free than everyone else does. Ideally, something that other people actually charge for. And if you really want to be a savage about it, which why wouldn't you want to be a savage about it, you make it even better than what they have. This feeds into one of my favorite business models in the entire world, which is look what everyone else does, make it better, make it free, make money another way. And so if you wanted to figure out what this would look like, your cost to acquire a customer, so you can either break it down to the cost per lead that increases or you break it down to the cost per customer.
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