This episode breaks down Hormozi’s content strategy for audience growth using the SPCL framework: Status (wealth/scarcity control), Power (giving directions that produce results), Credibility (third-party verification like balance sheets or reviews), and Likeness (physical/personality resonance). Power is the optimization priority—prove you can give actionable guidance that works.
Key Takeaways:
- Power Is the Only Lever That Matters Of the four SPCL components, Power—your ability to provide directions that produce verifiable results—is what Hormozi optimizes for because it directly demonstrates value and builds attribution.
- Cold Traffic Requires High-Info Content As audiences get colder, information requirements increase exponentially—ads and brand solve this gap, but the funnel from unaware to solution-aware demands radically different content density at each stage.
- Nail One Audience Before Expanding Focus on one marketing channel and one audience until hitting $1M ARR—optimize conversions and sales skills within that segment before saturating it and moving to colder traffic.
Catch the full episode for how to structure curiosity-based content for unaware audiences versus pain-focused messaging for problem-aware segments in your marketing funnel.
(Podcast transcript below)
Welcome to get serious, excited for another update from the Hormozi Live event. Notes that I took, again, done a number of podcasts on these and the juice can just continue to be squeezed from how much value there was from this event. Again, it was mainly structured around 10 fireside chats with the top 10 affiliates. And then there was an open mic.
Um, from, uh, from the audience, uh, those of, uh, us who were, were in the a hundred, uh, attendees that spent 11 straight hours with, um, Alex, you’re in person, um, tremendous life changing event. So, um, jumping right into some more. You know, strategies, tactics, mindset shifts here for us, um, small business owners. Um, you know,
somebody was really asking, you know, how, how to kind of grow their audience reach. They, they felt they were kind of capped. again, if we go to the mozy six, you know, you can see me talk about that earlier, but you know, this person was struggling from the money side, like they weren’t getting enough leads. so, you know, when leads is your primary constraint, how do you start to, to solve that?
And actually you can tackle that in a couple of different directions first you can consider the leads that you are getting so you could convert them better so you could You could run kind of a multi-constraint approach here and you know This is the way that that Alex tackled it because it’s like, okay. Let’s just assume you have your same audience that That you’re going after so in that case like you could just
improve the quality, probably the quantity of ads that you’re doing targeting that same audience. And let’s say you were doing a whole bunch of organic or other warm outreach, et cetera. And you could also improve both the quantity and quality of your sales skills, either yourself or also your team. So you can kind of tackle it from that way to both bump your leads within that same audience.
from a quality and quantity perspective, as well as get additional conversions, by tackling the sales side. And so Alex was mentioning, yeah, you can do that targeting the same, same audience and you can certainly make a lot more money, you know, for most businesses you could, you could get to 10 million top line, just by, by doing that. But eventually you’re going to hit that same constraint because you know, that.
that same audience that you’re targeting, like eventually you’re gonna saturate through like no matter how good your ads are, no matter how good your sales team is, there will be a point of saturation that you’re gonna hit with a particular audience. So once you hit that constraint again, in terms of like just doing, know, higher and better quality leads and improve sales skills, then,
inevitably you’re going to have to go toward colder traffic. And so, you know, in order to do that, you’re just going to need to make better content in order to grow further. Like your pack is inevitably going to increase if you have to go after colder traffic. You know, because ads are, it’s kind of just a rule here. Like ad costs, the bigger you get, just go up.
Um, like they, they always get, get more expensive. Um, uh, you know, what, what, once you get that lower hanging fruit, um, so like, again, that’s kind of the only avenue. So, you know, you don’t even have a chance to do warm outreach at that point. So you’re pretty much, you know, set to where you’re going to have to do some organic growth through, you know, additional content production or extend your ads into, uh, different audiences from a, uh,
you know, colder traffic perspective, as well. So that’s kind of your, your only avenue to grow once you’ve already optimized your, your initial audience that, that you’re targeting. it’s like, of this seems so simple on paper. It’s just like very, very few people, like actually take the steps to nail these steps and execute in the right direction.
Um, cause again, it always goes back to the more like what, what, what’s the, um, constraint of doing more and like, do you tackle them in, in what order here? Um, and I kind of more clearly here too. It’s like, yeah, okay. Really nail your core audience first, um, before you expand out from that. You could do at the same time. I mean, if you’re well-financed, it’s going to be riskier. Um, and you know, if you haven’t.
really nailed your marketing and sales efforts from your core audience, like going after colder traffic, like you’re just asking for things like it’s already going to be more expensive, but you’re asking for even more risk to to go in that direction. So food for thought there. And then this was another piece just relate a lot related to content production. And Alex has talked about this more recently on a couple of his videos, but he really went and deep dove into this.
Uh, during one of these fireside chats and where he uses the, uh, special acronym, but you know, it’s really only the S the P the C and the L. Um, so he says just like for content production, he’s focused on demonstrating status, power, credibility, and likeness like that. Those are those core four that are going to bring more people into your sphere, um, to potentially buy, uh, what you have on offer.
Um, so he, talks about this more, more at length here. So I’ll just, um, you know, run over some, you know, key basics, but like status is just kind of an inherent,
thing that you may have or somebody else may have that just imparts status on that person for lack of a better word. like in most cases, money is just going to add status. And the more you have, more, especially like from business owners or really anybody in a capitalist society, like, yeah, the more money you have, the more status you’re going to have, especially when it comes to, you know,
your ability to be able to purchase any, you know, scarce resource, um, in and of itself and, money itself is a scarce resource. So it’s like kind of control of that scarce resource is going to inherently give you status in various different environments. So that that’s an example to have the power, um, that this is, you know, if, if Alex was going to optimize for any of the four, like this is the one that he would orient to.
and this is really boils down to how well you can give people directions, in order to, to, get them to follow those directions and get a positive result from it. so if you can really prove out, Hey, I’m going to tell you this. like, I mean, just like a, you know,
fictitious scenario, but like say I could, you know, it an Oracle, I could predict the future or something and just tell you, Hey, yeah, this stock or whatever. I know a hundred percent with a hundred percent certainty. It is going to do this tomorrow. and you actually put your money down and it does exactly what I say. Like that is a, you know, ultimate example of power, right? Because then it just, my gosh, like this guy, what was able to tell me exactly something to follow. It led to a.
a positive result for that person like that gives you power in their eyes. So you’re always just looking, okay, what can I actually do? This is really the value add piece, right? Like the status, the credibility, likeness, it’s part of it, but the power is ultimately, okay, what value are you directly adding to this person’s life? And are they going to attribute it?
to you. I mean, just as business people, like we’re just dead set focused on this, right? And, you know, this is what I try to accomplish both within these podcasts and, you know, the newsletter as well, too, is like, you know, give these key lessons stuff that we’re learning on a day by day basis. And so you can apply them to your own business. And if it’s something that’s actually helping, it’s like, yeah, you will attribute it back to something I shared with you.
even if it takes a while for that to actually come into play. So, you know, I think that’s why, you know, this has grown so much more, especially the newsletter in particular, and get so much feedback just because like how focused I am on delivering as much truth as possible so that you can get better results over time within your own business and your life. And, you know,
the more I might ask for things later, potentially we’re all running businesses here, the more likely you are to believe me. So that’s all the inside track here. And then credibility is just like, is there a third party, like verifying the results that you as a person are getting? And sometimes I can just be like a balance sheet here. like, yeah, I, know.
you know, had done this particular deal, like this is the result that we got. Like there’s no arguing with this HUD, like a total company produced it. This isn’t like an IRS tax return here. Like that would add credibility to anything that, you know, I might be stating or even honestly like reviews, on, you know, Google reviews, et cetera, like that’s going to add credibility if you’re just getting other third party.
results from, uh, uh, you know, what you might have had on offer from like a product or service perspective, um, or even just from a personal level and then likeness is just, it’s, uh, um, you know, probably the easiest to explain, but just, know, like how much, you know, both do you just, you know, look like the person, um, you know, just from a physical perspective, uh, uh, that is delivering the message to you. And then also
how much do you resonate with their personality? So this is what like Hormozzi really points out. like, there’s no point in, you know, trying to fake being yourself or try to like be a different archetype just because you’re gonna get lost in the noise. Like the only way to really stand out and find your true audience who’s going to believe in you, it’s like you have to be your own self.
otherwise, like it’s just, it gets washed out because you’re not demonstrating your uniqueness. and you’re to push some people away. Like that, that’s like, no, no one is going to resonate with, with everybody. I guess just, a fact of life here. and the risk we all, we all play and some people may attract more people than others. but that’s just the name of the game here. and so like, you have to just use that to.
to your advantage and you know, probably if we broke down like a full audience, mean, it’s land investors, right? It’s like mostly male, but yeah, the audience is probably more male than female. Just from that perspective and then, you know, are there more just math investor types or folks who, I don’t know, like I just try to keep kind of the honest truth.
and maybe just more you know serious serious minded personalities like if it’s right right on the branding right it’s like how i write how i speak so that you know resonates with with more people from a personality side than that than others so you know but i go full bore into it like you were getting the the the real me you know with with some distinctions here right like you’re
Nobody is going to be completely behind the veil, like how they might be with their closest family or certain friends where there’s no recording equipment and so forth. But I think people understand that. But barring those rare situations, this is the unvarnished me and why I think it has been resonating with so many people. So that’s just something to…
to keep in mind.
as well here and
I’m just debate whether I pause to do this next level. Yeah, I think one more point here before, again, I’m just being mindful of time for the sake of this pod. But when Alex was really remarking again, kind of going back to the, are you targeting your audience and so forth and how there just has to be different breakdowns. You’ve seen all the different types of marketing or it’s like people who are completely unaware of problems, people who are like problem aware and then solution aware and then like aware of you.
so you, you have to be able to target those folks with different type of advertising. So like the people who are just like not aware that your problem even exists, like you have to build curiosity first. Like what is this? you know, I think that even like for AI, for example, like there’s, so many folks who aren’t really even sure what it is or what it like that, you
We think it’s pretty apparent, like probably a lot of folks listening to this, certainly heard or dabbled and so forth, but like there’s still a huge chunk of the population, especially worldwide that doesn’t even know what this is. So you have to like start, what is AI? Like, hey, this can do this, like really, you know, kind of run a magic show, like Callan would always say, like show it how it can fix something in their life.
like just their daily life that they hadn’t even considered before. You start building curiosity. And then, you know, for that next level of the funnel where they’re actually problem aware, it’s like, Oh yeah, I have this issue here. don’t like know how to use the AI exactly. I know it’s out there then, but they’re like feeling the pain of the problem, but not knowing how to deal with it. And so then you can target their pain from a advertising or content perspective to hit that chunk of the market.
And then, you know, solution aware people are people who are aware of you. Then you can like even more directly target with more specifics about the particular product in mind there. So it’s just something to keep in mind of like, yeah, again, as you’re going to different audiences and marketing channels, it’s like you have to keep these different archetypes in mind because the way you structure your content and
advertising has to be, you know, targeted from a curiosity perspective, a pain perspective or very detailed, but oriented from a solution perspective in order to hit those different audience segments. And they could all be like the same audience. It’s just they’re different, tiers within that, you know, awareness. like, yeah, there’s kind of infinite audiences and,
you know, routes to market here, which is just, again, to demonstrate it’s like, yeah, you’re probably not even doing close to enough to really saturate your true market here is another reminder. So we’ll pause there because there’s another larger topic coming in after this. So, yeah, hopefully you all enjoyed this one as well. Again, you use that SPCL to your advantage, status power, credibility, likeness, and just keep marketing out.
keep being real, that’s the way to win here and providing value because you can see that’s the only way to build up power. So, serious land dot capital for any of your funding needs, 50K minimum purchase price. Subscribe and share everybody looking forward to next time. Take care now, bye.
