Why Tyson Bit His Gloves & How To Lower Your CAC With Ad Comments

The whole world wanted to see Iron Mike Tyson crack Jake Paul and win with a KO, but all we got was the crack of Tyson’s ass instead…

Just a few years ago, everyone canceled their Netflix account due to an inappropriate show about 11-year-old little girls, but quickly forgot about that at the chance to see Iron Mike shut the loudmouth marketer’s mouth.

Either way, I sure appreciate what Paul has done for boxing and some of the old timers in the sport. They’re all getting paid because of him.

A dozen theories are floating around about this fight.

People are saying it’s fixed. 

Deeper down that rabbit hole, there is a lot of talk about Tyson doing something strange during the bout: biting his gloves.

Here’s how I interpret it as someone who’s helped hundreds of businesses scale their marketing past seven figures. All of them struggled to scale prior to our engagement. 

To me, Tyson biting his glove was his internal battle between safe, guaranteed money and the legend that lives inside struggling with holding back. Sure, he made some money, but imagine how crazy and insane it would be if he said f‘ it and knocked Paul out? It's hard for me to believe that he isn’t capable. 

Imagine the publicity he would get and all the people it would impact if he KO’d Loudmouth Paul.

It reminds me of a client of mine who has scaled his coaching business to multiple eight figures. He teaches amazing people stuck in a corporate career or business how to become financially independent and free up their time through real estate investing. 

His client results are insane. He’s so successful in real life with his REI business that he doesn’t have to do this coaching gig. I think at some point, he wanted more impact, so he took it on.

When I first started working with him, he struggled with something. A lot of the comments on his ads were nasty. People said nasty things about him. We even had the marketing team take down pictures of his family because of the awful comments. I noticed he started really pulling back because it was bothering him. People called him a scammer and even tried using Bible verses against him because it’s well known that he’s a Christian.

I've actually seen this sort of thing in many businesses. 

It can lead to holding back, to’biting your gloves,’ and it manifests in various ways.

Sometimes it’s a series of moves to circumvent confronting the the real things holding you back. It shows up as hanging the marketing strategy constantly even though it’s working already, cutting back instead of expanding, decreasing adspend and not making necessary adjustments to the sales team..

Shying away from what you really want to say or do, and being hesitant to share customer results to an entire world of people because you’re not scaling.

You can use a technique with the comments in your Facebook ads to drive more calls and sales and lower your CAC that you can also use to your advantage in other ways.

With the ads, I teach my teams and clients to view the comments as objections.

Obviously, there will always be nasty people on the internet who you need to ignore, block, and report. Meta now has filtration settings that automatically block certain things people say if you set them up correctly. You can also give a VA an SOP and put them on comment duty.

However, some of the concerns and criticisms people have are legitimate objections.

These people are doing you a favor.

We take those comments and use them to write hooks addressing the objection.

For example, recently, we wrote one that talked about the most surprising thing about becoming a successful real estate investor, in his case, was all the people in his life who told him he was crazy for going that route. We went on to say that friends, family, and even strangers discouraged him. We shared why that is, and then said, “You will even see some of them here below in the comments.”

For another client, he received comments from people demanding to see “checks” and real numbers. So we wrote a hook saying that anyone can share fake checks and make false claims about numbers, but let us show you some testimonials about the support our clients received in this program.

Have your team do this TODAY.

A hook can drastically cut your CPA and increase lead quality.

But more importantly, you need to ask yourself, 

What is stopping you from doubling your ad spend TOMORROW?

Better yet, why isn’t anyone else constantly asking you this question?

They are probably afraid they will lose you as a client if they keep pressing the issue or they will have to do a lot of work to help you scale.

And on your end, while there might be logistical issues, there are fears and negative inner commentary.

There’s resistance and worry.

Overcome this commentary, and you will unlock a level of clarity, impact, excitement, and fun in your business that you haven’t felt in a long time.

You will get very clear on all of the bottlenecks and mindset issues keeping you from scaling your impact.

Stop biting your gloves.

Do the thing.

–Lance C. Greenberg