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How To Make $10,000,000+ Selling Someone Else's Product - YouTube
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so we grew a internet marketing agency I
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was doing a multi-million dollars in
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revenue and very high margin we ran
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something in people getting out of
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credit card debt and I actually like
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defaulted on bills to understand what it
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felt like to be a consumer in credit
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card I wanted to go through the process
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I wanted to feel how it felt like to be
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my consumer
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a bit of a taboo statement one of the
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the best ways to learn is on someone
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else's dime I think when we first
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started we were getting paid like forty
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dollars a phone call and at its peak
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we're getting paid 120 a phone call and
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it was the exact same customer the exact
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same product exact same person the only
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difference that happened was my
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relationship with them I'm gonna hit the
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guy on LinkedIn borderline stalking him
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to get in touch with him become friends
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with him on Instagram I got a front row
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seats to the Chicago Bears and replying
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to his stories like this little I
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would do and I became such good friends
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I was working on a contract for eight
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months within two weeks at a contract on
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my desk after doing that this is the
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reality where I can actually make more
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money faster when everyone else is only
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talking about apps
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welcome to the wgmi podcast where we
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talk about the nitty-gritty tactics of
[60]
underground entrepreneurs the goal of
[62]
this podcast is that you fully
[64]
understand their business model and have
[66]
strategies and tactics that you can
[67]
immediately Implement in your business
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so if you enjoy this type of content
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subscribe to our free newsletter but
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other than that enjoy the episode all
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right Anthony sarandria
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thanks for coming here brother how are
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you doing today doing great man dude
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it's good to see you good to see you I
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am super excited to talk to you today
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mainly because our not our interests but
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we work kind of in the same field or
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you're but you're like the master and so
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selfishly I think I'm gonna be able to
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learn a lot from this podcast but if you
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guys don't know Anthony is a master
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affiliate marketer Master at driving
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traffic and Lead gen specifically and
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now he's pursuing his passion in making
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music and performing at EDC as a DJ
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which sorry in and of itself is like the
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dream find financial success then pursue
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your passion at the highest level so so
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much to learn here but first again you
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know I love asking how much money they
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make he sold his company to a public
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company and obviously can't talk about
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it but he's doing very very well for
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himself so let's just go ahead and start
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with affiliate marketing sure and break
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down specifically could you just kind of
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high level what is affiliate marketing
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of course and then maybe talk about like
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what makes a good affiliate marketing
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partnership absolutely so we'll start on
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the advertiser side so you've got a
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company they could be a direct consumer
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product uh and that's you that's usually
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what it is could be business the
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business as well too but um essentially
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how it works is companies looking for uh
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uh a way to generate more sales to their
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uh to their product or their service or
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whatever that is and oftentimes it's a
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really
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um low risk for them because it's
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commission only sales person right so we
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have a uh a chair company they might say
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hey I'll give anyone fifty dollars if
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they can sell one of my chairs so it's
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really like if you think about it in the
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simplest terms it's uh they're hiring
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commission only sales people and you're
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a commission with salesperson okay so
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it's basically like this company lets
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you sell their product and they give you
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a commission or a percentage okay so
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super simple so when you started
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affiliate marketing maybe early or
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middle part of your journey sure what
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were you looking for when it came to
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like who to partner with because you
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could work with like 100 different
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companies 100 yeah and that's the one
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interesting thing being the commission
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only sales person you get to kind of be
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the the hot girl or you get to be the
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selective person right like it's like
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not necessarily the other way around
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whereas like I started with a
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traditional internet marketing agency
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where we're selling you know five grand
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a month 10 grand a month whatever it is
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contracts to run their Google AdWords
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your SEO or whatever that right and in
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that case it's really you're getting
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interviewed a lot by the company we're
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here because you're the commissionally
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salesperson you're doing a lot of
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interviewing
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excuse me so a couple things I'm looking
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for in an offer in general one is um the
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cost tolerance they have for it meaning
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how much can they pay for it so coffee
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cups and they're gonna give a two dollar
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Bounty it's a very small small margin to
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go actually acquire customer especially
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if it's through paid traffic right
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they're not even organic there's not a
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huge Bounty
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um so I'm looking for something that
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really if you're asking me like has at
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least a 500 CPA which is essentially
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cost per acquisition that's the the
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Bounty for the actual product or service
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that it is for them to actually get a
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sale on it but then I've got enough
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margin to go in my world I'm a paid ads
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guy to go actually acquire a customer
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okay 100 bucks so I'm looking for a high
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Mark it's usually like a high ticket
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product
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and you're saying you're interviewing
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these companies
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um yeah I use interviews kind of like
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Loosely I'm not like sitting down across
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the table Yeah but like if you're so if
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you're just getting started there's
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offer Vault there's a ton of these
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raccoon and all these things where you
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can go ClickBank that's the one I've
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heard of yeah
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we can go look at all these these offers
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on there and a lot of times it's a
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really good place to start because if
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you get in touch with an account manager
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you can say hey here's I think I'm
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either I'm good at I've got a great
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YouTube organic Channel or I'm really
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good at Facebook ads or I think I'll be
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good at lying facing heads what are some
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offers that you see people making a lot
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of money on today or doing a lot of
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Revenue right like they won't know the
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exact profit that the person's okay so
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go a step further and like get some
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inside information 100 don't just sign
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up right away 100 okay and I would just
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I would ask them and say hey here's
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where I think my traffic or customers
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are going to come from and
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um who do you currently have today
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that's doing really well and what offers
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and a lot of times these we'll call
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middlemen is what they what they are
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like like a ClickBank or something like
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that where they know all the advertisers
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like we talked about right dive into
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that they know all the Publishers which
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is like me and you the people that have
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the track and then they kind of sit in
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the middle and kind of broker the deal
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in between so their value really is
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um I think underutilized for a lot of
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people I think people should really
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utilize them for really what they're
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making all the money for is helping
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download you on what's going to work and
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cut the learning curve for you versus is
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going in Google and searching you know
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top chair companies and then emailing
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each one and getting it off there as a
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silly analogy so A Chair Company would
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be something that's in line with maybe a
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500 CPA like a luxury like I just made
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that up okay he was like
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um we did a lot of financial services
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so mortgage is a great example like I
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did lead generation so I didn't actually
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do physical products I was selling like
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uh Medicare insurance or Private health
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insurance and when I say selling I was
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driving a customer to fill out a form or
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call in and then I was using one of
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those Advertiser Partners their call
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center would actually enroll someone in
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the product those products are worth you
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know High lifetime value so they can
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afford to pay 500 to a thousand two
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thousand dollars to actually get a new
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customer yeah because they're not
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tangible products it's more like a
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monthly insurance it's like printing
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money basically for these people or
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selling mortgages I get that so you what
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what ad traffic were you sending what
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platform a lot of Facebook originally I
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got Facebook and then we came Instagram
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Facebook and we actually had a really
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good we were one of Snapchat's top 10
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Financial advertisers Snapchat yeah
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Snapchat was selling for Snapchat or
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onset no I'm sorry on Snapchat as like
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an ad marketing Insurance products on
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Snapchat can anyone sign up for Snapchat
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got like ads or is that like private no
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as far as I know yeah 100 you can be on
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the ad Network huh that's insane same
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thing with Tick Tock anything with
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YouTube or Facebook or Google AdWords
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okay so for the sake of this
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conversation let's focus on one let's
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just say did you do insurance would you
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say you're an expert on insurance or
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you've done it before okay so and did
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you learn Facebook ads and Instagram ads
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from a true or traditional agency before
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yes that's kind of how you understood
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yeah so a lot of times when people are
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like how do you get started in affiliate
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marketing because again you're a
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commissionally salesperson you're you're
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really putting up in this case the ad
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spend right time all this stuff like you
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really got to make sure you're good at
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it like I think the biggest it's a bit
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of a taboo and not a play with the
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correct statement but I think one of the
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the best ways to learn is on someone
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else's dime so when I when I had a first
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I got a job and I got paid to spend
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someone else's money on on Facebook at
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the time and I get to learn how that
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worked on again I was getting paid just
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play with someone else's money and I had
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an ad agency would pay me per month to
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again manage their money so it was very
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low low risk for me low investment and I
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was literally getting paid to learn in
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my head which was amazing and I it took
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until I felt like it was really good to
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go start putting in my own money because
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they were my website gotcha at that
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point I knew I was pretty pretty good at
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what I was doing and I felt a lot more
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High degree of confidence spending at
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the time 100 a day or a thousand dollars
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a month or what you know whenever it
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wasn't putting money into it versus just
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coming off the street and being like all
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right I'm gonna get my feet wet in
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Facebook ads which there's nothing wrong
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with that either uh I I mean for anyone
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listening I would highly prefer to learn
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so you just had to become a great
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marketer first before you had the comp
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not necessarily confidence but
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willingness to bet it all on your
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performance as a marketer exactly right
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how did you have the confidence to just
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even do marketing for other companies
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though like where did you learn or how
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did you get into that it's um honestly
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it's not like a Cinderella Story I I was
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in college I sorted by the highest
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paying internship and one of them was a
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company that I didn't understand what
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they did I didn't know what SEO was web
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doesn't anything I went to it because it
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was like at the time it's 15 bucks an
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hour yeah like freaking I just worked at
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one okay two thousand uh 2010 I was like
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this is that's amazing right and
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um so I went there I interviewed and
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when I left I was like dude this guy
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like jokingly I told my friends like
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that guy probably has a crush on me if
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he hires me because I don't know I I did
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terrible yeah closing back a few days
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later hires me and uh so uh so that's
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how I started I really just got a job
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okay they need to learn what goes into
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marketing and then you started one
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yourself eventually you know I think the
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mindsetter takeaway from that was
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because there's nothing special about
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getting a job and all this like right I
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always like came with a thought that
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over deliver from what I'm paid for
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um so
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very good so over deliver for what I'm
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paid so if someone pays you five
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thousand dollars a month I'm trying to
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deliver ten thousand dollars worth of
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service to them someone's paying you ten
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thousand trying to deliver twenty
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thousand dollars okay service and and
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even when I had a job at 15 an hour I
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would not bill for some hours I would
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stay up late and I was just I was just
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trying to over deliver in every single
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way possible and I think that's
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something that still to this day sticks
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with me and I think that's um I think
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that's that's one of the you know if you
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said like what's one of the reasons like
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why you I I think it's just that mindset
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and commitment to over delivering and I
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think too often people are looking like
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you know I worked four hours today like
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right freaking third title too you know
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what I mean a lot of entitlement versus
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again like
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um just over delivering I think that's
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something I've taken a lot of like pride
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in with my marketing I would do a lot of
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free work if I didn't have results I
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would want to do it and learn it before
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I sold it to people where I feel like in
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the marketing space it's almost like
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viewed as you just need to like sign as
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many clients as possible and then just
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rack it up where you don't take
[609]
accountability for the results that's
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right and so I think that mindset is a
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big indicator of why you're so
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successful thank you for that and
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honestly it just it makes sense when you
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uh so it makes sense on service what you
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just said why people are selling that
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and then it makes sense the other
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philosophy because you become a puppy
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mill and it's so exhausting really with
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with low uh I get back to margin all
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right like 500 a month client
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uh it's the weirdest thing I I found
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yeah and maybe people listening to me I
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know exactly five dollar a month plan
[636]
was infinitely more of a pain in the
[637]
middle yeah than a 25 000 or 100 I had
[640]
this place said let's be quarterly this
[641]
client would call me on Saturday night
[642]
saying what's going on so to have a
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thousand five hundred dollar a month
[646]
clients seemed
[648]
miserable and at the beginning when and
[651]
you have to I think a lot of times like
[652]
you know it's so easy to say no like
[654]
we'll go work with a public company
[655]
United Healthcare like the biggest
[657]
company but at the time dude anyone who
[658]
would pay me for anything I was doing
[659]
video algorithm work I did like
[661]
borrowing a video camera for someone
[663]
else meanwhile I was selling like paid
[664]
Facebook ads like anything anyone paid
[666]
paid me for I would do but again as as
[669]
quickly as possible that over that over
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delivering I I this is an interesting
[673]
one so we grew a internet marketing
[675]
agency I was doing a multi-million
[677]
dollars in revenue and very high margin
[679]
this is my my first business not the one
[680]
I'm just sold very high margin business
[681]
we never spent a dollar on marketing and
[684]
it was because it was all referrals it
[686]
was all so my customer would go from the
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2 000 a month client to a five to a 10
[690]
to a 15 000 because I was again over
[692]
delivering adding service I was
[694]
upselling them and I don't say upsell
[695]
like a dirty word upsell yeah you were
[697]
mentioning like up to sell like let me
[699]
see where I can jam you like yeah adding
[700]
value that they could pay me for is that
[702]
like what I think about upselling and
[704]
then they would refer me to great people
[706]
and I'd get referral partners then I'd
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work with a PR agency that would
[708]
deployment in the 10 companies and again
[710]
it's just because we just did we were
[712]
committed doing really good work and I
[713]
knew that money would follow and after
[715]
you see it happen once or twice it
[717]
becomes really addicting versus like if
[718]
you start off out of the gate saying
[720]
okay let me Jam this guy for 500 bucks
[722]
and never look at anything and you know
[724]
just see how often I can Bill him for
[726]
him maybe he won't see like it doesn't
[729]
feel good it doesn't feel good you get
[730]
Negative calls negative feedback you
[732]
only get you know you and I mentioned a
[734]
little bit off camera but you get one
[736]
personal brand I can I could run 100
[738]
businesses before I die but I get one
[740]
personal brand and it was that just
[741]
always and we were joking like what a
[743]
small town it is like that always stuck
[745]
with me that I get one personal brand so
[747]
that commitment to being known as the
[749]
person who is a really good guy that
[751]
does really stand up work that over
[753]
delivers is a hard worker like that's so
[755]
important to me maybe that's ego we were
[757]
talking about yeah maybe that's ego but
[758]
I think that's I don't think so if it is
[760]
it serves me then anyway all that to be
[762]
said I mean back to the referral thing I
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mean that is objectively how agencies
[767]
will grow and so you don't do good work
[769]
you won't get referrals and then people
[770]
just try to buy courses and figure out
[772]
why is this not working right because no
[774]
one's telling their friends that they
[775]
had a good experience with you but let's
[776]
go ahead and just go into the tactics
[778]
now of making those results so let's go
[781]
back to the insurance example we're
[782]
talking about you're going to run
[783]
Facebook or Instagram ads what is your
[785]
philosophy on driving traffic like
[786]
what's your funnel look like what's your
[788]
creative like break it down so I
[790]
actually go the other way real quick on
[791]
The Advertiser side because so often I
[793]
think people are focused on how to get
[795]
my cpms or cost per thousand questions
[797]
or my cost per click down or my my uh my
[800]
cost to drive a lead or a customer
[802]
and specifically in affiliate marketing
[804]
I think what gets really doesn't get
[806]
looked at enough is the relationship
[808]
with the advertiser because a lot of
[810]
times if someone says they could pay
[811]
let's go back to the chair analogy they
[813]
could pay 50 a chair and they could
[814]
really spend 120 for that for that same
[817]
customer they're just putting it out
[818]
there we'll take anyone at 50 bucks but
[820]
that's not truly their threshold of
[821]
margin so going upstream and like for me
[824]
I'll use a real life example insurance
[825]
right like I think when we first started
[827]
we were getting paid like 40 a phone
[829]
call and at its peak we're getting paid
[831]
120 a phone call and it was the exact
[833]
same customer the exact same product
[834]
exact same person the only difference
[836]
that happened was my relationship with
[838]
them so I was talking to them about
[840]
scale and the quality I'm driving and
[842]
the commitment to the brand and and and
[845]
I can get I can get more in depth with
[847]
it but I would I would really focus on
[849]
if I was just starting an affiliate
[850]
offer or if I just started becoming an
[851]
affiliate I would really focus on
[853]
first understanding the brand
[854]
understanding understanding their needs
[856]
uh as quickly as possible getting to
[858]
talk to the actual brand themselves even
[859]
through the middleman if you have to the
[861]
ClickBank at the beginning and
[863]
understand what are their growth targets
[865]
where where are they looking to grow
[867]
what products they're looking to grow
[868]
what type of customers or actual real
[870]
customer that they want and through
[871]
those conversations you actually become
[873]
you said would you say preferred partner
[874]
yeah you go from being an affiliate to a
[876]
preferred partner and at that point
[877]
you're actually like it's a partnership
[879]
at that point so when they have to uh
[882]
cut cut their marketing dollars they cut
[885]
you last or anything the scale they come
[887]
to you first because a lot of these
[888]
Brands so funny like raise a ton of
[890]
money and they're requiring customers at
[891]
all costs and it doesn't have to be
[892]
economical for them right so the chair
[894]
is worth 100 bucks and they're charging
[895]
they're paying you 200 for the chair
[897]
just because they're trying to grow less
[898]
now with the legislation and yeah rates
[900]
have gone but still like
[902]
um so anyway so uh spending more time
[904]
and tactically what that looks like is
[906]
flying out and meeting with them getting
[908]
faces oh my God for it face to face
[910]
um actually like uh Christmas time I
[912]
would know my account manager loved the
[914]
Chicago Bears I got a front row seats to
[916]
the sugar this is complete reverse way
[918]
of thinking about it 100 and it's like
[920]
you know we were jamming about how much
[921]
we love psychology but it's really like
[923]
becoming a really good partner in French
[925]
with with them and doing things other
[926]
people already do and you know and and
[928]
you really see it rewarded a whole
[931]
wholesomely on the on the other side for
[932]
me at least again the 40 to 120
[934]
. this is well this is reflective again
[937]
your success because I feel like a lot
[939]
of people are attracted to affiliate
[940]
marketing because on the outside it
[941]
seems like beginner friendly you just
[942]
need to get a link and then start
[943]
driving chat traffic as cheaply as
[945]
possible well you're going the complete
[947]
opposite these people are like trying to
[948]
hope these people don't know like see
[950]
them they're trying to collect a check
[951]
on the back end where you're like hey
[953]
nice to meet you here's a cake for your
[955]
birthday here's whatever but but to your
[957]
point the barrier entry is nothing right
[959]
means it's highly competitive right when
[961]
you start doing things that other people
[962]
won't do like I love like you asked me
[964]
like what's the difference of marketing
[965]
versus like insurance I said compliancy
[967]
and like most people are like uh for me
[969]
I love it the more oops I have to jump
[971]
through the more pain in the neck
[973]
something is the more I know that people
[975]
are not there and I can actually go
[977]
stand out so if I can go through and
[979]
learn compliancy and going through and
[981]
become a freaking borderline paralegal
[983]
at this point where I know exactly how
[984]
everything you can and can't say like
[986]
I've stood out so much as a partner than
[988]
everyone else going to fly in person all
[989]
these other things so doing what others
[991]
um aren't doing is exactly I think where
[993]
there's actually edges in the business
[994]
business to make money because
[995]
everyone's trying to see how and we'll
[997]
go through it too how to get cheaper
[998]
traffic or how to drive traffic
[999]
everyone's like you said signing up and
[1001]
clicking the link but like are you
[1003]
reaching out to the company actually
[1004]
directly trying to create a relationship
[1005]
there and learn to hit the guy on
[1007]
LinkedIn borderline stalking him to get
[1009]
in touch with him become friends with
[1010]
him on Instagram replying to his stories
[1012]
like this is all I would do the
[1014]
advertiser yes the account manager at
[1016]
The Advertiser so the the freaking the
[1018]
the guy at United Healthcare I literally
[1020]
I knew there was a Medicare conference I
[1023]
had I had a hope that he would be there
[1024]
I flew out to Jackson Hole Wyoming I got
[1027]
this guy drunk enough where he literally
[1030]
pissed his pants like no joke and I
[1032]
became such good friends with him and I
[1034]
was working on a contract for eight
[1035]
months within two weeks I had a contract
[1037]
on my desk after doing that and that's
[1038]
just stuff that other people aren't
[1039]
doing and instead when you say contract
[1041]
he's been like more favorable terms or
[1043]
just to advertise for the person
[1044]
breakfast so let me go click you said
[1046]
ClickBank
[1047]
um you know ClickBank oh instead of
[1048]
going through ClickBank
[1049]
as an example yeah yeah that's the best
[1051]
we're using that because that's like the
[1052]
main street terms
[1054]
ClickBank is like uh I call it like an
[1056]
affiliate Network so it's going around
[1059]
the network directly to the offer is
[1060]
where I'll call like The Advertiser in
[1062]
this case United Healthcare was offered
[1063]
directly with the company and you get
[1065]
favorable terms no fee and now you have
[1068]
a relationship with them so you can like
[1069]
actually see what they're looking for
[1070]
and you can actually deliver for them
[1072]
what they want instead of just self
[1074]
viewing it selfishly which I think the
[1075]
biggest problem with affiliate marketing
[1077]
that's right and then this the and even
[1078]
down to like um let's go back to that
[1080]
that same like um uh uh moral that we're
[1083]
talking about here like I would bleed
[1085]
sometimes for months when they said hey
[1087]
I need to push this new like um they
[1089]
were it's called final expense insurance
[1090]
doesn't matter it's another plan they
[1092]
said I I need to push this I was
[1094]
bleeding over here just to help them
[1096]
grow this and I would let them know I'm
[1098]
not saying I would do it just because
[1099]
I'm a nice guy like I would let them
[1100]
know that I'm doing them a favor over
[1101]
here but I would lose money to continue
[1103]
to not only grow the relationship but
[1105]
strengthen the relationship because so I
[1106]
can make more money over here and that's
[1108]
again those are little things that other
[1109]
people won't do or aren't doing in my
[1111]
opinion but the second you have
[1113]
something working from an affiliate
[1114]
offer I would I would literally shove my
[1117]
computer about Facebook and minimize
[1119]
that Tab and and working on my ads and
[1122]
everything and like I'm the only thing
[1123]
I'd be focused on is how to go direct
[1125]
with the advertiser and how to
[1126]
strengthen my relationship up there
[1127]
because
[1128]
you know they could shut you down at any
[1130]
point is that you're saying like to
[1131]
avoid that in a way I'm more saying um
[1133]
my attention would go towards growing
[1135]
the relationship with the advertiser
[1136]
less about my ads and I'm not saying I'm
[1139]
saying that to be dramatic because I
[1140]
think it makes sense if it's working
[1141]
don't touch it but yes and no and I'm
[1144]
sorry maybe I'm being too dramatic and
[1145]
funny but 99.9 of people are focused on
[1148]
their ads right and point one or focused
[1151]
on The Advertiser and I guess I'm just
[1152]
trying to be dramatic and give a shake
[1153]
to say this is actually where if you ask
[1156]
me where I made most of my money it's
[1157]
not I I think myself and my team are
[1159]
unbelievable marketers so I'm not
[1160]
necessarily to write a downplay it but
[1162]
I'm sure there's much much better
[1163]
marketers than me but we were able to
[1164]
make a ton more money because I focused
[1167]
over here versus Justin could you give
[1168]
examples of you can sound you might
[1171]
sound narcissistic here sure but why
[1173]
would this be worthwhile for your own
[1175]
self-interest yeah the working with
[1177]
Advertiser yeah yeah better rates or
[1179]
better so higher payout was one thing we
[1181]
mentioned payment terms so I would get
[1183]
down to prepay whereas like at networks
[1185]
or someone else was like net 60 so my
[1187]
cash flow was a lot better I would I
[1189]
would better pay out better pay out ah
[1191]
okay I would learn about the demographic
[1192]
better so I could actually feed my
[1193]
advertising my what I was doing my ads
[1195]
better because I knew who their actual
[1196]
customer was that brought the highest
[1198]
lifetime value to them and so learned
[1200]
what they would be willing to pay more
[1201]
so they say okay well someone's you know
[1202]
closer they to 65 versus an 80 year old
[1205]
we can actually pay you a little bit
[1206]
more for that oh well why don't we set
[1207]
up a dedicated campaign where I just
[1209]
drive you 65 to 70 year olds and you pay
[1211]
me 120 on that and anything over 70 year
[1213]
olds you can pay me 100 bucks on that's
[1215]
a good idea let's do this you're
[1216]
actually cutting deals and negotiating
[1218]
because I'm understanding the business
[1219]
right and and at a minimum minimum
[1221]
minimum I implore people to do this
[1223]
because there there will be such better
[1225]
advertisers such better advertisers
[1228]
because they'll actually understand what
[1229]
the heck they're selling and who the
[1231]
demographic is and we talk about like
[1232]
psychology like well the mindset of
[1235]
their consumer like what what what do
[1237]
they want versus like I could think that
[1239]
so get a company I'll just keep using
[1241]
this as a silly example because I think
[1242]
it's like it's easy to understand
[1244]
get a comfy chair You're Gonna Love
[1245]
versus if I understood like most people
[1247]
buy a new chair because they have
[1248]
excruciating back spasms I was like are
[1252]
you tired of back spasms keeping you up
[1254]
you're messaging yeah like my messaging
[1255]
so much better to say never experience
[1257]
never have to take a pain medication
[1260]
again for your back spasms and actually
[1262]
get the first good night's sleep of your
[1263]
life by buying this chair how much
[1265]
better is that than way better black
[1267]
chair with gold trim that looks really
[1269]
cool you're gonna love it right like I
[1271]
would only know that and I I use that as
[1273]
an example like a deep down demographic
[1275]
by talking to my Advertiser on and
[1277]
learning about their customers to learn
[1279]
about their needs you kind of get their
[1280]
data internally that's exactly right huh
[1282]
that's and that's kind of outcome based
[1284]
marketing don't list all the features
[1285]
it's gold with this padding no one knows
[1287]
I just want to know how it benefits them
[1288]
which is the key to Marketing in my
[1290]
opinion but if you don't understand what
[1291]
the benefit is to the end user you think
[1293]
it's a flashy video 100 yeah get get
[1295]
better better Medicare insurance versus
[1297]
if I knew that average senior is on
[1299]
eight different prescription pills and
[1301]
that oh my God the Medicare right
[1303]
coverage covers that never pay for a
[1305]
prescription
[1306]
you don't know that when you go click on
[1308]
a link and sign up as a Medicare
[1309]
affiliate you're like check your
[1310]
insurance if you're over 65. yeah I
[1312]
think this is the biggest thing
[1315]
that beginners do they just think they
[1317]
can get a link real quick make a
[1318]
gimmicky website in a day they need to
[1319]
make money in three days that's right
[1320]
where you're putting like days months
[1322]
thousands of dollars into relationships
[1324]
so you can get the customer data and
[1326]
then use that for your marketing
[1327]
campaigns and then on top of that
[1329]
getting better deals so you have better
[1330]
edges in affiliate marketing which is
[1332]
super competitive 100 100 so smart thank
[1335]
you and I'm and I'm not doing that
[1336]
necessarily again because I'm a nice guy
[1337]
I'm a capitalist I want to make 100
[1339]
three minutes as well too but I just
[1341]
found this is where I can actually make
[1342]
that money that's the reality this is
[1344]
the reality where I can actually make
[1345]
more money faster when everyone else is
[1346]
preaching to go they'll do that you know
[1348]
like the lazy illusion of just get it
[1351]
done as fast as possible anyone can do
[1352]
it by my course today that's exactly
[1354]
right and I guarantee that course is
[1355]
only talking about ads and let's get
[1358]
into that too on how to run better ads
[1359]
but they're missing the other piece of
[1361]
the puzzle which if you think about it
[1362]
in theory like if someone's got a really
[1364]
good brand really good product low
[1365]
return rates upsells are for me they
[1367]
have a really good call center great
[1368]
great
[1369]
um uh you know uh uh conversion
[1372]
conversion rate optimize flow or
[1373]
something like that like I can some
[1375]
really like not that great at traffic
[1376]
and they actually kind of like hold
[1377]
weight like they kind of carry me along
[1379]
the way so it's an interesting way to
[1381]
think that's interesting yeah we're just
[1382]
I don't have to be that great a marketer
[1383]
if I've got the right partner they could
[1385]
have just a badass sales team that can
[1387]
enroll freaking anyone with a pulse
[1388]
that's attractive as hell let's do that
[1390]
I don't even have to be that good at
[1392]
marketing I think there's something to
[1394]
say about that as well with marketing
[1395]
like if you understand the messaging you
[1397]
don't need like the craziest of crazy
[1398]
creatives now obviously you can and
[1400]
it'll do well at the scale for like TV
[1402]
but for Facebook like if you can get the
[1403]
idea or the point across with an ad very
[1406]
concisely that works so you don't need
[1408]
some wizard of video to come and spend
[1410]
20 grand on an ad so let's just touch on
[1412]
that because it's something that once
[1414]
you have the science down you don't
[1415]
really need to learn anymore and so kind
[1417]
of break down your philosophy just real
[1418]
quickly one quick Interruption to the
[1420]
podcast today guys I know what we're
[1422]
talking about in this podcast is a
[1424]
little more advanced so I decided to
[1425]
make a free marketing training for
[1427]
beginners it's about 30 minutes but it
[1429]
will teach you everything you need to do
[1431]
step by step to sell any product or
[1434]
service so whether you're doing an
[1435]
agency whether you're doing a software
[1437]
this really breaks it down into simple
[1439]
terms how to think about getting your
[1441]
first few customers and even scaling to
[1443]
millions of dollars with a marketing
[1445]
machine so again completely free you can
[1447]
find that in the link below but back to
[1449]
the episode okay a few things I think
[1451]
one is uh just generically speaking uh
[1453]
the formula we have is we'll call it an
[1456]
attention grabber at first okay so it
[1457]
could be I see you've got like cash over
[1459]
there could be that cash at the screen
[1460]
right or something like that right like
[1461]
something that you like got like for me
[1462]
it'd be like get up to 100 or uh 1700
[1466]
back on your social security check if
[1468]
you're over the age of 65. so what I did
[1469]
there is I gave you a really good
[1471]
benefit statement that stopped the
[1474]
scroll that got your attention that's
[1475]
your headline that that could be I'm
[1476]
using like a video let's say Okay video
[1478]
like that might be the first three
[1479]
seconds of my videos that's the hook I'm
[1481]
trying to stop the scroll then I'm
[1483]
trying to get in the qualifier if you're
[1485]
over the age of 65 and you're on at
[1486]
least two prescription meds I know that
[1488]
you are I know that that's the age so
[1490]
whatever that could be that could be a
[1491]
guy if you're if you have back spasms
[1493]
and have trouble sleeping let's use that
[1494]
example right uh never have a poor
[1497]
night's sleep again
[1499]
um by by with this with this new chair
[1502]
I'm just off the rep obviously if you
[1504]
have it if you have back spasms and
[1506]
struggle with back pain
[1508]
um this is for you right so it's uh it's
[1509]
the benefit it's the qualifier
[1511]
then I get into
[1513]
um the actual like what life was what
[1515]
like before so and this is a lot of user
[1517]
generated content so okay I'll have like
[1519]
a senior talking they'll say you know
[1520]
before I actually made the call I didn't
[1522]
realize how much I was overpaying when I
[1524]
went to the doctor my actual doctor that
[1526]
I loved wasn't even in network for me
[1528]
and I get into this story and it puts
[1530]
them in like where they are right now
[1532]
like before I even clicked on the ad
[1533]
like I was sitting there I thought a lot
[1535]
of stuff could be like scam I actually
[1537]
even thought people were just like that
[1538]
it was too good to be true right like I
[1540]
put put people in their pain at that
[1543]
point where they are today so again
[1544]
without picking up five more minutes
[1546]
that you get into the back pain where
[1548]
before I felt like this it was
[1550]
and you want the person you know
[1552]
psychologically being like that's me
[1554]
definitely then I I can bring it back to
[1557]
life after so again it's it's it's well
[1559]
if you have this you could get this the
[1561]
money making my family on vacation
[1562]
you're outgoing this and I've got my
[1564]
call to action sprinkled in after so I
[1566]
might it might literally look just 1700
[1568]
back on your social security check if
[1570]
you're over the age of 65 click this
[1572]
link now and call the number and speak
[1574]
some other than two minutes and they're
[1575]
gonna help you before I called before I
[1579]
felt this after now I feel this that's
[1581]
like in just in the simplest terms like
[1583]
how I would structure a video creative
[1585]
for someone it's perfect because you
[1587]
have the hook you get their attention
[1588]
because everyone's scrolling that's the
[1589]
fight the fight is attention but then
[1591]
you immediately if they don't fit your
[1592]
demographic want to get them off your ad
[1594]
that says you're going to get charged
[1595]
more so you'd say if you're 65 and over
[1597]
they're like oh I am that person they're
[1599]
not saying that out loud but thinking it
[1600]
yeah and then you want ugc of someone
[1602]
that demographic so they feel like
[1603]
they're looking in a mirror like this
[1605]
fits my demographic and then you're
[1606]
speaking to their pain points like oh
[1608]
this is actually the problem I have
[1609]
that's right and they just object tackle
[1611]
objections that's exactly right okay
[1612]
that's science and that's exactly right
[1614]
and a lot of those like even more
[1615]
tactically like a lot of people ignore
[1616]
like call Facebook ads or YouTube uh
[1619]
sorry Facebook comments or YouTube
[1621]
comments stuff like that like that to me
[1623]
those are my objectives then I have to
[1624]
overcome I love reading through those
[1626]
like I've got a a relatively big organ
[1628]
organization and like I still read our
[1630]
Facebook comments because I learned so
[1632]
much about Steve Wynn uh founder of wind
[1634]
hotels in Vegas
[1636]
um would spend a disproportionate amount
[1638]
of time with the bellhop because they
[1639]
were the Brew they were the first touch
[1641]
with the customers felt he could learn
[1643]
the most about his customer and how to
[1645]
create an unbelievable experience by
[1647]
talking to arguably one of the lowest
[1648]
paid people in his organization because
[1650]
they were the closest touch to the
[1651]
customer huh that's interesting because
[1653]
their people are going to come into the
[1654]
hotel without any experience and then
[1657]
they're going to have their own
[1658]
preconception of what this place is like
[1660]
what the brand is like and so they
[1662]
probably tell the bellhop oh I've heard
[1663]
this place is this without experiencing
[1665]
it and you can take that just side note
[1667]
that's how my YouTube titles yeah I'll
[1670]
read the podcast cast like the first
[1671]
hour and they'll be like wow I learned
[1673]
so much about this thing and I'm like oh
[1675]
and I'll change the title like
[1676]
immediately I love it and so so paying
[1678]
attention to that if you're running
[1679]
Facebook ads or organically you've got
[1681]
YouTube comments like paying attention
[1682]
to those reservations because they're
[1684]
the the customer demographics giving you
[1686]
the answers as to why they didn't buy
[1688]
something or why they didn't watch more
[1689]
whatever it is so really understanding
[1692]
those is super helpful in in creating
[1693]
that and then I can't stress enough like
[1695]
people love to be told what to do yeah
[1697]
um so the the call to action is very
[1699]
important as well so I find I find a lot
[1701]
of times
[1702]
um you know people go create an awesome
[1704]
ad or picture all this and there's not a
[1706]
lot of Direction click this link right
[1708]
now like our retargeting ads will
[1709]
literally even be hey you saw our video
[1712]
why didn't you call and they're like
[1714]
pause and be like
[1716]
call now that's good what are you doing
[1718]
yeah and that's interesting and it
[1719]
creates a little tension and it creates
[1721]
a lip but but it's like very direct and
[1723]
it's telling which like you need to call
[1724]
now
[1725]
it's like so you ask that question why
[1728]
didn't you call yeah like you literally
[1729]
said wow that's cool that's clever call
[1732]
now click the link
[1735]
why didn't you click it yet you're still
[1736]
watching what do you mean and then you
[1738]
know and and we get it maybe it's
[1740]
because you feel like it's this it's a
[1741]
scam
[1743]
maybe it's because you feel like it's
[1744]
too expensive
[1746]
your subjection tackling in the ads
[1748]
exactly right yeah and then and then
[1750]
again it okay so
[1752]
why aren't you click the link now yeah
[1754]
do it and they're like looking for it
[1756]
now as an example so so those call to
[1758]
actions are and it matters on your
[1759]
demographic right like I'm talking like
[1760]
seniors so maybe not like well they're
[1763]
probably struggling to find it so you
[1764]
want to say it twice you don't want them
[1765]
to get distracted there needs to be one
[1767]
action that they can take no question
[1769]
that's exactly right and maybe like a
[1770]
bizop type thing yeah it's a little you
[1771]
can be a little bit more like you're not
[1773]
trying to be a millionaire or what
[1774]
what's the problem you know yeah talk to
[1776]
your demographic that's so funny but
[1778]
these but it works though yeah but these
[1779]
different these different call to
[1780]
actions of telling someone what to do I
[1782]
can't stress that help are you saying it
[1784]
like twice like go to taking the website
[1786]
name then click the link below or are
[1788]
you only saying like
[1789]
because people like different forms of
[1791]
call to actions like some people like to
[1792]
type in the domain some people actually
[1794]
click will you say multiple I I'm
[1795]
usually pointing we're usually pointing
[1797]
to like what that and and thing I want
[1799]
is like okay if it was like a chair I
[1801]
wouldn't be just like click the link I
[1803]
might I might test click the link but a
[1805]
lot of it's like you need to like get
[1807]
this chair immediately like go buy the
[1809]
chair they have a 30-day money-back
[1811]
guarantee there's no risk to you buy the
[1813]
chair like you've got to be tired of
[1815]
having those back stuff I know you I was
[1816]
there before like I bought the chair you
[1819]
need to buy the shoes so this is
[1820]
psychology the priming of the called out
[1822]
find them for what I actually want them
[1823]
to do so I know I was saying click the
[1825]
link but I'll probably like in my case
[1826]
it's call call and there's a middle
[1828]
ground right because that's where you
[1829]
get paid and there's a middle ground
[1830]
especially as an affiliate there's a
[1832]
middle ground because I get paid on the
[1833]
call but I needed to back into a
[1834]
tolerable acquisition tolerance yeah man
[1836]
partner so I can throttle like click the
[1839]
link and call versus enroll and yeah
[1841]
there's ultimately a healthy healthy
[1843]
metal wrap somewhere in there
[1844]
but you'll just test it I'll test it but
[1847]
there so I would I would test the
[1848]
different levels because it's saying
[1849]
someone go buy the chair right now the
[1852]
your click's gonna be more expensive and
[1854]
you arguably could have an overall lower
[1856]
cost per acquisition but you want to
[1858]
test that against just check out the
[1860]
site go check out the site right so
[1861]
you'll test these everything and you
[1862]
might get 50 Cent
[1865]
um you know clicks through their
[1866]
conversory slower but netnet it's more
[1867]
profitable or maybe it's more expensive
[1869]
so just testing those higher intent
[1871]
versus lower intent call to actions I
[1873]
think I think
[1874]
watch the last 10 minutes like three
[1876]
times because that is more valuable than
[1878]
any ads course or equally as valuable
[1880]
and it's free on YouTube that was
[1882]
awesome but just two quick things I had
[1884]
how do you find ugc for 65 year olds
[1886]
dude it's it's uh you're actually gonna
[1888]
laugh at this some of my best user
[1890]
generated content is Craigslist if it's
[1893]
actually it's actually putting the right
[1895]
demographic of the problem so like back
[1897]
for the chairs thing I would put a
[1898]
Craigslist ad on there say with looking
[1901]
for a company spokesperson that has
[1904]
severe back pain that's it so then my
[1906]
all my applicants come in and they have
[1908]
a lot of back pain and so they're my
[1910]
actual real demographic with the problem
[1912]
so for me you know 65 is again it'd be
[1915]
like I'm looking for a 65 year old that
[1918]
has Medicare Advantage right now and
[1921]
pays at least 400 a month out of pocket
[1923]
like as an example like that's my that's
[1925]
my actual customer and so many times my
[1927]
ugc will actually like enroll in my
[1929]
product like though like like they'll do
[1931]
the the spokes I'll call the
[1932]
spokesperson video versus a ugc it's a
[1934]
little bit little little bit softer
[1935]
let's talk about and they'll actually be
[1937]
like after the filming they'll be like
[1939]
hey like can I actually
[1941]
call for the product I'm like yeah dude
[1943]
do it and we'll literally film the call
[1945]
okay go right there and film it and
[1947]
they'll literally actually enroll I'm
[1948]
like dude no pressure If you don't want
[1949]
to like but they're like this is
[1951]
actually better this is actually perfect
[1952]
for me so I'll actually get my actual
[1954]
demographic and then on top of that back
[1957]
to the Facebook and YouTube comments
[1958]
some of my best ugc comes from having an
[1961]
Outreach to those people so someone who
[1963]
said that they called or something they
[1964]
said they rolled or for you they I love
[1966]
this hour-long video like I would hit
[1968]
those people up and be like hey would
[1969]
you ever do like a a quick testimonial
[1971]
video for me just on your cell phone no
[1973]
big deal just like talking about like
[1974]
how much you loved it or why you watched
[1976]
my style for like just tell me about
[1977]
your life like things like that and I
[1979]
might have like a six minute ugc and
[1981]
I'll cut it we'll cut it down to 30
[1982]
second chunks of like actual usable
[1983]
content nice but I give no Direction so
[1986]
it's very authentic good it's my actual
[1988]
demographic someone who enrolled or
[1989]
bought the chair in this analogy and I'm
[1992]
reaching back out and listen you could
[1993]
offer 20 Amazon gift card for them to do
[1995]
it so you could have incentives but so
[1998]
many times someone actually liked the
[1999]
chair and this analogy I don't have a
[2001]
chair
[2001]
but someone liked the chair and if I'm
[2004]
like hey will you help other people that
[2005]
like had the back pain that you don't
[2007]
anymore and we just drew like on your
[2009]
cell phone just talking about like how
[2010]
you felt where you're at like I give a
[2011]
little bit of guidance but like okay
[2013]
what do you want me to say whatever
[2013]
literally whatever just talk for as long
[2015]
as you want I get a five minute uh cell
[2017]
phone video back and someone that's my
[2019]
highest performing creative huh and are
[2021]
you using these like retargeting ads
[2022]
then no I use it for cold too yeah do
[2024]
you have like a formula that you've like
[2026]
tested like
[2027]
first ad how many retargeting ads yeah
[2029]
or anything like that it's um it's I'm
[2031]
gonna
[2032]
um put an asterisk on this because as an
[2034]
affiliate where you lose a lot is
[2037]
attribution so I really need to convert
[2040]
someone do you use high-ris have you
[2042]
ever heard of hiros I have not actually
[2043]
no I just never heard of hiros no oh
[2044]
it's ad tracking almost like like a
[2046]
private company that's solely dedicated
[2047]
to ad tracking Alex Becker's company
[2049]
that's awesome
[2050]
um so a lot of attributions so a lot of
[2052]
times so no no I'll I'll check it out
[2053]
for sure thanks for that
[2055]
um but uh and I'll be curious if this
[2057]
works for this because if they did they
[2058]
saw something really important but if
[2060]
I'm I own Chair Company you're my
[2062]
affiliate you send someone to chair
[2064]
company's website like I don't get the
[2066]
pixel lemon retarget them at least in my
[2068]
experience it repex them or in my case
[2069]
someone called they always spoke for two
[2071]
minutes they didn't enroll I don't get
[2073]
to where you can't put a UTM link on top
[2075]
of the UTM link a tracking link is that
[2077]
what you're saying uh so I can't cookie
[2079]
them based on them actually landing on
[2081]
the website or what actions it took even
[2083]
better I can't I can't retarget someone
[2085]
who added something to cart gotcha like
[2086]
that so I don't know for sure about that
[2088]
then and maybe you can maybe you can
[2090]
retarget someone cold but I'm guessing
[2092]
you can't retarget someone who like
[2092]
added to cart I don't know that's it but
[2094]
anyway all that to be said like an
[2096]
affiliate marketing you really have to
[2097]
be uh convert them cold actually so the
[2100]
retargeting traffic is off of like a
[2102]
three second plus because you don't have
[2103]
access to add like a code in their
[2105]
header yeah I can't add some of the
[2106]
United Healthcare website gotcha so but
[2108]
if they opt in you can do it on your
[2110]
funnel but okay sure so yeah I had my
[2111]
funnel I see what you're saying which is
[2113]
a whole nother topic we can get it makes
[2115]
sense so overall historically where
[2117]
we've converted a high percentage of our
[2118]
stuff on cold traffic if I own my own
[2120]
e-commerce company or something like
[2121]
that that'd be a wildly different yeah
[2123]
yeah okay that makes sense it's still
[2125]
good insight for people okay so then
[2127]
just last thing about the ad creative is
[2129]
it a typically a video of like record a
[2131]
video with their picture and there's
[2132]
text on the screen or like slideshow
[2134]
style or you know um we test everything
[2136]
we've ran and tested both
[2138]
um generically speaking especially if
[2140]
you're talking lead generation service
[2143]
um you're getting a much higher quality
[2145]
customer who's been through a video
[2146]
because I've been
[2148]
um they've had to put a little more
[2149]
intent than just an image so if I had an
[2151]
image of a 65 year old holding cash like
[2154]
and they click through so a little bit
[2155]
lower and 10 than someone who's watched
[2157]
45 seconds of a video right
[2160]
um so we run both but generically
[2162]
speaking of video is going to be higher
[2163]
quality which is good because again if
[2166]
your customer tells you they have a 600
[2168]
acquisition tolerance and they're
[2170]
enrolling 10 of those
[2172]
um you know you're getting paid 60 bucks
[2173]
per versus if I'm enrolling one percent
[2176]
of those my payout's much much lower
[2178]
which again I'd always prefer to be the
[2181]
Rolls Royce for the Mercedes-Benz versus
[2182]
the Toyota Camry not I used to have a
[2184]
toy nothing they Mass produce a car cost
[2188]
versus a premium product handcrafted
[2191]
yeah I'd rather be getting I'd rather
[2192]
have so much more margin on a 60 sale or
[2195]
phone call in my case than a ten dollar
[2197]
call or something but
[2199]
can you break what were you saying six
[2201]
hundred dollars
[2202]
I was basically saying like let's say I
[2204]
put someone through and I'm just going
[2205]
to use generics this isn't every time
[2206]
but a video campaign let's say that
[2209]
quality is that one out of ten people
[2211]
buy the chair
[2213]
and a 10 conversion rate I now getting
[2216]
paid call it um sixty dollars every
[2219]
website visitor in that silly scenario
[2221]
versus the image I might have a one
[2223]
percent conversion rate so I might get
[2225]
paid six dollars so you're just breaking
[2227]
down the math even though technically
[2228]
you still you get six hundred dollars
[2230]
and for me that's important because I if
[2232]
you're doing lead generation no you're
[2235]
not paying quicker I'm getting paid per
[2236]
lead but it has to bake into acquisition
[2238]
tolerance gotcha So eventually let's do
[2240]
call let's do that so it takes 10 phone
[2242]
calls to enroll someone they're paying
[2244]
me six dollars a phone call
[2245]
versus if it takes
[2247]
um you know one one percent or whatever
[2249]
it is ten uh my mouse like a hundred
[2251]
phone calls let's say it takes 100 phone
[2252]
calls I'm only getting paid six dollars
[2254]
phone call okay sixty dollars per phone
[2257]
call and I'd rather always play I have
[2259]
six dollars worth of margin to drive a
[2260]
phone call because I don't I don't think
[2262]
the image ad is driving customers at one
[2265]
tenth the cost and they're enrolling at
[2268]
one time gotcha yeah so technically you
[2271]
get only get paid whenever you sign up a
[2272]
person but since you have all the data
[2274]
you break it down to how many calls is
[2277]
leading to someone who's a sale so yes I
[2280]
know so I'm I'm generically speaking
[2281]
getting paid every time I drive a lead
[2283]
so a call gotcha but but I know that if
[2285]
it's too low quality they'll eventually
[2288]
drop my payout or turn me off gotcha hey
[2290]
dude your shit's not so it still matters
[2292]
yeah so it still matters so indirectly
[2294]
it's just getting the cat differently
[2295]
I'm getting paid every time they enroll
[2296]
someone and that's for any Legion
[2298]
including e-commerce they're getting
[2300]
paid fifty dollars a chair purchase it's
[2304]
still a lifetime value baked into yep if
[2306]
the advertisers
[2308]
the right partner there's a lifetime
[2310]
value baked into that so you want to
[2312]
send them someone who's going to buy
[2313]
five chairs and also the pillow and also
[2315]
the eye mask make them shut up they're
[2317]
gonna buy all this up because then they
[2319]
can pay you
[2320]
eighty dollars of a chair purchase
[2322]
because they know that the lifetime
[2323]
value of your customers are really high
[2325]
so it all bakes into that in my opinion
[2327]
the life tolerable acquisition costs of
[2330]
the lifetime value is really what you
[2331]
need on and by the way getting to the
[2333]
advertiser
[2334]
you need to understand what their
[2335]
lifetime value is and what their true
[2337]
tolerable acquisition costs could you
[2339]
break down what you mean by tolerable
[2340]
like tolerate what a this is what they
[2343]
the expectation they're setting for you
[2345]
um so if I've got a hundred dollar chair
[2347]
and uh let's say I own the chair company
[2350]
and my
[2353]
um employee salaries based works out to
[2355]
be cost me ten dollars per share for my
[2357]
employees whatever it is I've got a
[2359]
multi-million dollar company but I know
[2360]
my my employees salary it cost me my my
[2363]
cost of goods sold is ten dollars for
[2365]
for the employees it's forty dollars for
[2369]
the actual raw material now I'm down to
[2370]
50 it's another ten dollars
[2373]
whatever okay or something like that so
[2375]
I've got forty dollars I can really put
[2377]
towards marketing where I can actually
[2379]
profitably acquire customers I actually
[2381]
spent seventy dollars for that hundred
[2382]
dollar chair I'm upside down and I'm
[2384]
bleeding I'm losing money because I've
[2386]
got more costs other than just my
[2388]
marketing costs that go into my profit
[2389]
and quality so understanding what their
[2392]
true margin is profit margin
[2395]
understanding their their growth yeah
[2396]
their profit margin is understanding
[2398]
where their margin is and now if you
[2399]
said hey what's your margin they're
[2400]
never going to tell you right but if I
[2402]
said things like a tolerable acquisition
[2404]
cost or if I said ah lifetime value that
[2406]
this person's worth to you okay so you
[2408]
enroll them at 50 bucks a month how long
[2410]
do they stay on they stay on for 10
[2412]
months on average okay so they're worth
[2414]
500 bucks
[2415]
in my head I'm doing yeah they buy other
[2418]
products or is it just this no no they
[2420]
buy another product it's a one-time 100
[2421]
sale so they don't know they're giving
[2423]
you the equation here yes I'm getting
[2424]
600. now uh and I might not do this in
[2427]
one sitting now
[2429]
um the actual cost like like how much
[2431]
does a chair cost like um like is that
[2435]
is it it's got to be expensive it's a
[2436]
nice chair dude like it's only like 50
[2438]
bucks to produce the check okay got it
[2440]
got it right and I'm like getting this
[2441]
data and maybe it's not exact but you
[2443]
told me you could only afford 50 for a
[2446]
chair I just found out your lifetime
[2447]
value is 600 the chair itself costs 50
[2450]
bucks so somewhere between 50 and 550
[2454]
you can afford to pay me so it's my job
[2456]
to push to push the limits on that and a
[2458]
lot of that comes from again like like
[2460]
sales back to psychology so now I'm
[2462]
saying
[2462]
dude we found this great pocket of
[2464]
customers that will take the upsell and
[2466]
I think I can scale it but the promise
[2468]
it's costing me seventy dollars seventy
[2470]
dollars every single time to acquire
[2472]
someone
[2472]
and I'm upside down and I I gotta pause
[2475]
that campaign so I don't know if are you
[2477]
guys in growth mode is that I don't I'm
[2479]
not trying to be greedy like is that is
[2481]
that a thing you know and no okay you
[2482]
know what let me ask my boss because we
[2484]
do want more we do want more chair sales
[2485]
and then approves the 70. okay now I
[2488]
know that you can get up 70. you know
[2489]
what I mean so dude
[2492]
so smart I don't think you guys if
[2494]
you're like a beginner don't understand
[2495]
how genius that is but that is why the
[2497]
relationship that he's building is so
[2499]
important because they're all going to
[2500]
tell you on the outside and a lot of
[2502]
these lower level employees that you're
[2503]
working with just follow the rule book
[2505]
that's given to them from their boss but
[2506]
you know there's flexibility that's
[2508]
exactly and so if you can build the
[2509]
relationship start getting a little more
[2510]
piece of information you get confidence
[2512]
on what you can ask for yes and then if
[2513]
you're doing a good job they're gonna
[2515]
move the needle for you and you nailed
[2516]
it like I'm starting with a junior level
[2518]
account manager yeah who really doesn't
[2520]
give a for the most part I don't
[2522]
know like you said the beginning if they
[2523]
don't care yeah show up they make
[2525]
whatever it is 40 Grand a year and
[2527]
there's nothing that's not talking crap
[2528]
on anything about that but and they
[2530]
punch in and they don't care not all of
[2532]
them but some
[2533]
my job is to get to the middle manager
[2535]
senior manager to the CMO to the CEO how
[2538]
fast can I actually have a monthly
[2540]
meeting with the CEO that's what I want
[2542]
to get and that's my end goal for even
[2544]
United Healthcare a freaking
[2545]
multi-billion dollar Goliath I want to
[2547]
become enough of a partner with them
[2550]
that I actually speak to the CEO because
[2552]
then I can actually have a real
[2554]
strategic business conversation versus I
[2557]
was given an Excel spreadsheet I can pay
[2559]
50 bucks a chair that's really it but
[2561]
when I make pushes and I talk in their
[2562]
language and also backed up psychology
[2564]
understanding how do they make money
[2566]
right and again I don't blindly say how
[2567]
did you get paid right hey I got a
[2570]
question for you my buddy's applying for
[2571]
a cal manager job do you guys um like do
[2574]
number sales matter for you or like what
[2576]
do you get like looked at because I want
[2578]
to make you look good like right however
[2580]
I can make you look good like my job at
[2582]
the end of the day is to make you look
[2583]
good so that you guys can grow and we
[2585]
can create a partnership and oh you know
[2587]
actually get judged based on chair sale
[2589]
number chair soul
[2593]
I got it so then I'm always able to talk
[2596]
in terms of them again back back to
[2597]
marketing we can we can sell 1 000
[2600]
shares a day like is what I'm trying to
[2602]
get to to 1 000 so now I'm talking in
[2604]
terms where they're now paying attention
[2605]
to what you're saying but I have to
[2607]
understand what what you know with them
[2609]
what's in it for them you know what's
[2610]
how can you make them look good to their
[2611]
boss like exactly right that's it I
[2613]
understand that I can talk in terms of
[2614]
that I can have business strategic
[2617]
conversations around what looks good to
[2619]
them and then listen it's different at
[2621]
every level because the the actual
[2622]
senior senior managers will focus on
[2624]
margin or something like that something
[2625]
but this guy's focused on volume I can
[2627]
if I can sell him on the vision of how
[2629]
much volume we can do together I can get
[2632]
paid more I can get better terms I can
[2634]
learn more they could even I've even
[2635]
gotten big 500 million dollar companies
[2638]
to giving me give me their customer list
[2641]
so I can run a look-alike campaign off
[2643]
their actual customer list like that's
[2645]
how integrated I have been with Partners
[2647]
that's smart
[2648]
who the hell has that strategic yeah I
[2651]
had tens of thousands of customers that
[2653]
I literally uploaded the Excel
[2655]
spreadsheet to Facebook and I said one
[2657]
percent lookalike of these people hello
[2659]
where everyone else is running a
[2660]
demographic campaign based on people
[2662]
feeling right some that's a very Rarity
[2665]
but that's just that's an extreme but
[2666]
that is like the edge if you can get
[2668]
there get edges because now I know what
[2670]
they care about
[2671]
I know I know how I'm now getting roped
[2674]
into conversations with Senior
[2675]
Management because I'm making enough
[2676]
noise and you know all these things so
[2678]
this me personally you're asking me
[2680]
within my lead generation business it's
[2683]
sold it was about six years old
[2684]
the first year and a half
[2687]
year to year and a half I was intimately
[2688]
involved here last four and a half years
[2690]
I was intimately involved here don't get
[2692]
me wrong I still uh focus on the
[2695]
strategy here but I had really great uh
[2697]
media buyers and I hired really great
[2698]
people to do this even at the size
[2700]
company we were doing over a million
[2702]
customers a year for these big Partners
[2704]
I was still a point of contact for a lot
[2707]
of my partners and it's not because I
[2709]
couldn't get myself out of the weeds
[2710]
it's because this was the highest value
[2711]
activity very high leverage this was the
[2713]
highest value activity for me to be
[2714]
focused on not that and again that's a
[2717]
naive statement for where where we are
[2720]
today the beginning I get it that's what
[2722]
you're focused on I get it but all I'm
[2724]
trying to say is
[2725]
don't have your time allocation to be 99
[2727]
and one yeah once you master this you
[2729]
have hundreds of thousands of customers
[2730]
you move this by ten dollars that's an
[2732]
extra million dollars and even at the
[2733]
beginning though dude if you're costing
[2735]
you 60 bucks to drive this chair company
[2736]
if I can get paid 70 automatically I'm
[2739]
off to your ads are probably getting
[2740]
paid 50. yeah so again let's choose a 70
[2743]
30 split out of the gate 70 on your ass
[2745]
30 on this that that's my ask it's not
[2747]
what I'm being dramatic and it's easy to
[2749]
watch this and be like you know that's
[2752]
the other thing I think is interestingly
[2753]
we talked about like mentors like where
[2755]
are people giving you advice from their
[2756]
current frame of the world like if if
[2758]
you focus on what I'm doing today it's
[2760]
actually not what serves you best from
[2761]
zero you have to learn that skill you
[2763]
can't skip this part it's advice is
[2765]
it's actually bad they fight me yeah for
[2767]
how you go from you know from 25 million
[2770]
to 50 million to 100 million dollar
[2772]
business is much different activity than
[2774]
from zero to a million dollars right in
[2776]
business so the advice you're getting
[2777]
from this guy doesn't actually apply
[2779]
here at all so so to bring it back to
[2782]
like actual application processes from
[2784]
zero to a million
[2785]
in Revenue let's call it your zero to a
[2787]
hundred thousand uh 70 80 on ads but
[2791]
20 30 on Advertiser and it's just far
[2794]
too often that it's 100 and zero or 99
[2797]
and one percent here and that that's my
[2799]
that's my ask for people listening is
[2800]
that that split right for you you really
[2802]
mastered this part the if you guys don't
[2805]
remember where we're going left and
[2805]
right here this is like running at the
[2807]
actual marketing side you kind of
[2809]
mastered that when you were running the
[2810]
traditional retainer based agency and
[2812]
then once you got company like I can
[2814]
deliver results you went to affiliate
[2815]
marketing so you can get results and you
[2817]
focus on relationships so you can get
[2819]
higher margin and that's where like the
[2820]
millions of dollars are made on the
[2822]
extremities when you have an edge and
[2824]
that is how you get to the extremity
[2826]
basically by focusing on that
[2827]
relationship and my only thing
[2828]
understanding that this only a lot is
[2829]
that 20 30 even from day one on the
[2831]
advertiser at that time was my my
[2833]
customers paying me on my right I did
[2835]
always have a twenty Thirty forty
[2837]
percent allocation of time towards that
[2839]
I just I just don't see and again today
[2842]
might be 95 of my time allocation
[2845]
towards that I just I don't see it in
[2848]
agencies I don't sit like so much of the
[2851]
time time allocation is how do I become
[2852]
better at running ads and media and I
[2855]
think that's awesome I think that should
[2857]
be the majority but I did it should not
[2858]
be 100 of your time what's interesting
[2860]
is how we started this conversation
[2862]
about accountability for yourself and
[2863]
results for your customer you're
[2865]
basically this is this person's job at
[2867]
the company at a huge company to like
[2869]
get more sales and to grow the affiliate
[2870]
marketing you're basically doing their
[2872]
job for them at that point that's right
[2873]
that's really cool to think about it
[2875]
that way to take accountability for
[2876]
their job make them look good and
[2878]
they'll give you everything that's
[2879]
exactly that's really clever okay so now
[2882]
that's the ad side in the relationship
[2885]
side which is probably the most valuable
[2886]
thing I've heard on this podcast for me
[2888]
personally right now so thank you
[2889]
seriously thank you but moving into
[2891]
let's say they click on your ad are you
[2893]
sending them through a funnel or do you
[2895]
just straight up send them to a call
[2896]
Page you know uh so my funnel is a call
[2898]
Page um so it basically like might be
[2900]
like a excuse me like a short um the
[2904]
backup depending on the intent level the
[2906]
ad is going to change the entire I'm
[2908]
going to throttle and test the intent
[2910]
level on the landing page okay for
[2912]
instance if I were to run a image of a
[2916]
senior holding up cash and they were to
[2917]
come and all they see is a big phone
[2919]
number in this call here yeah I'm gonna
[2921]
get a lot of phone calls they're going
[2922]
to be horrible quality it's going to be
[2925]
very bad for my Advertiser my my payouts
[2927]
are going to come down they're going to
[2928]
turn me off
[2929]
people are going to be confused a bad
[2931]
consumer experience on the inverse if I
[2933]
said a video ad I said you have to
[2935]
enroll here and then you put them
[2937]
through a 100 question survey
[2940]
before I show them the phone number
[2943]
people that call are probably going to
[2944]
roll right away but I'm going to get two
[2945]
people to do that so I have no scale
[2947]
it's not a profitable it doesn't make
[2948]
any sense to you so all that to be said
[2951]
is it fits somewhere in the middle and
[2953]
that's what will throttle is essentially
[2954]
the intent of the individual along the
[2957]
funnel so if they came in low intent I
[2960]
may test a little bit more High intent
[2961]
of like just say taking them through a
[2964]
20 question or a 10 question
[2966]
um questionnaire that maybe doesn't have
[2969]
anything to do are you a U.S citizen yes
[2971]
or no are you over the age of 65 well I
[2973]
know they are because that's when I
[2973]
targeted yes or no and I'm actually
[2975]
having them add intent yeah so they're
[2977]
getting more buy-in right and then
[2979]
they're getting more bought in
[2981]
so um so all that to be said is I'll
[2983]
throttle the intent on the pages but
[2985]
before I show a call to action after I
[2988]
show a call to action but I will say the
[2990]
common theme is I always have and you
[2991]
you're the one who actually said it the
[2993]
benefit statement like most of my
[2995]
marketing has nothing to do with the
[2998]
actual uh X's and O's of what the
[3000]
product was like I remember we had a
[3001]
weight loss clinic
[3004]
um customer this is going back nine ten
[3006]
years ago and the biggest headline was
[3008]
it's not your fault that was one of the
[3009]
best headlines I've ever written it's
[3011]
not your fault so people overweight I
[3012]
said it's not your fault why because I
[3014]
understand my demographic understand
[3015]
what they were now do I totally believe
[3017]
in that statement not really like
[3019]
yeah you know okay like you could work
[3022]
out eat healthy you and I are in good
[3023]
shape like there's a lot more to it but
[3025]
I really empathize with my customer and
[3027]
then I talked a lot about the benefit
[3028]
statements on looking good feeling
[3030]
healthy energy being able to pick up
[3032]
their kids being they being when they're
[3034]
older having being active all these
[3035]
things that I that right I'm just I'm
[3036]
just kind of spitting stuff on the
[3037]
benefit but
[3039]
I never talked about
[3041]
you're gonna go meet with the doctor
[3042]
first and he's gonna sit you down and
[3044]
they're gonna do a nutrition plan and
[3045]
it's the best doctor he's gonna do a
[3047]
great nutrition plan with you and it's
[3048]
going to break down your Macros and then
[3050]
from there you're going to get a lesson
[3051]
plan on how to work out and you're going
[3052]
to go three times sounds like homework
[3054]
I've never really talked about the
[3056]
actual products very much like even the
[3058]
chair example if you gave like or that I
[3060]
gave
[3061]
I might sprinkle in some stuff it's this
[3063]
this special that that but I'm not real
[3065]
I'm not like there's a thousand count
[3066]
fiber on the chair I'm talking about why
[3069]
the hell you want the charity look cool
[3071]
you want to feel good whatever those
[3073]
things are so I will say throughout my
[3075]
you're talking about my actual landing
[3076]
pages and funnels I'm very heavily
[3078]
answering reservations like we mentioned
[3080]
so I'm getting in their head before they
[3081]
they even say oh this feels expensive
[3084]
like I'm already hating that reservation
[3085]
dead on at that point and then I'm
[3086]
talking all about the different benefits
[3088]
and if I'm doing it really well I've
[3091]
targeted my messaging and my messaging
[3094]
is congruent with the different benefits
[3095]
statement so the guy who's got back pain
[3097]
got targeted because he had back pain so
[3099]
saw the ad only because I I
[3100]
demographically targeted him on back
[3101]
pain my ad talked about back pain but my
[3103]
landing page talked about back pain he
[3105]
bought because of back pain I didn't buy
[3106]
because it had gold plates all right
[3108]
whereas the guy who's maybe let's call
[3109]
it the ego I'm just being funny the ego
[3112]
original I targeted I've talked about
[3114]
and my landing page is congruent with
[3116]
that so that's when I've gotten really
[3117]
good is what I'm saying are you uh
[3119]
a mid 20 year old in the Arizona that
[3122]
runs a great YouTube channel and podcast
[3124]
that's really it like you're like that's
[3126]
freaking me like that's when I'm done
[3129]
really good is when I yeah my marketing
[3130]
messaging to my different that was
[3133]
probably the biggest Revelation for me
[3134]
my beginning day is like I had a client
[3136]
that was like a beauty salon they did
[3137]
Nails lip injections liposuction all
[3140]
this stuff and they're just trying to
[3141]
send traffic to a website where it's all
[3143]
of it like you just need to run an ad of
[3144]
people who want lip injections to a
[3145]
landing page offering lip injections to
[3147]
scheduling an offer of lip injections
[3149]
that's the easiest way to do it or the
[3151]
best way to do it so I had a question
[3154]
regarding your I guess pre-qualification
[3156]
process if you guys didn't understand
[3158]
what he was doing with the questionnaire
[3159]
as you're trying to get people to put
[3160]
enough skin in the game or enough effort
[3162]
in we're the only people willing to go
[3164]
through that really have the problem and
[3166]
then once they've done that work they
[3167]
feel like kind of obligated to even show
[3169]
up to the call or to actually call sure
[3170]
and they're more qualified in a way so
[3172]
you're trying to find a balance you
[3173]
don't do 100 questions because that's
[3174]
too much work but you don't want to do
[3175]
no questions because then it's people
[3177]
who want like lazy Solutions so
[3179]
is are your landing pages are you first
[3181]
off what are you using to build landing
[3183]
pages and is that type form for your
[3184]
applications or what are you doing no I
[3186]
don't there's actually a lot of our
[3187]
stuff's custom built but there's so many
[3189]
off off the shelf really so you can that
[3191]
you're Landing like you have like a
[3192]
WordPress developer PHP WordPress yes so
[3194]
it's built on on WordPress and exactly
[3196]
it's all it's all custom custom code
[3198]
from this point but uh mostly that's for
[3199]
flexibility and listen there there's
[3201]
some uh unbelievable products out there
[3204]
that um
[3206]
may even be cheaper or simpler or
[3207]
anything like that we I've just
[3210]
so you're having videos made by a team
[3212]
that you're hiring and then you're
[3214]
building the websites custom correct and
[3216]
then you're just using traditional like
[3217]
Google pixels or Facebook pixels to trap
[3219]
okay I'm buying media with a national ad
[3222]
platform yeah I know there's third party
[3223]
yeah it's complicated but um and then
[3226]
they might be great but from for our
[3228]
business that that's how we we run it
[3230]
and I was gonna make another comment oh
[3231]
I was gonna say a really good place to
[3233]
look is not your like the most
[3235]
competitive Industries like I love
[3236]
looking at like DUI attorneys like
[3238]
like that that like some of the best I
[3240]
go where the best marketers flock I
[3242]
don't necessarily run ads there I'm not
[3243]
like I do I compete with the best of the
[3245]
best I'm not trying to be a cool guy I'm
[3246]
but like they've got some really good
[3247]
that's what you're learning from
[3249]
I'm learning them yeah I mean a lot from
[3251]
not even my industry I'm learning from
[3252]
other Industries and back to you're
[3255]
talking about the intent my dude one of
[3257]
the best exercises you could do is go
[3258]
try and buy a car those guys have
[3259]
mastered what are you talking about as
[3261]
far as they intent you walk in there you
[3263]
go how much is this car if he's a good
[3264]
salesperson he goes wow hold
[3266]
this
[3268]
what are you looking for tell me about
[3269]
you right you're there for six
[3271]
hours you might end up you're like screw
[3273]
it I'll pay it right like a two-hour
[3275]
webinar that's that's dramatic right and
[3277]
listen it's it's less because you're
[3279]
there in person versus like you know
[3281]
what you can hit an ax so there's a
[3282]
balance but but um that that's an
[3285]
awesome annoying sales process to go
[3287]
through just to understand what we were
[3289]
talking about as far as Intent no 100 I
[3290]
walked in a lot and said how much for
[3291]
that Mercedes they said 50 granting on
[3293]
that walk the other way what if I drove
[3295]
it got seat massagers yeah I did the
[3297]
whole thing right now I went through it
[3298]
and then
[3299]
you broke it down that is 50 only
[3301]
all right yeah okay maybe you know with
[3303]
financing you only need five thousand
[3305]
down today and and don't take that so
[3307]
literally because I don't think you put
[3308]
someone through a two-hour webinar or
[3309]
I'm not the 100 no I know then the
[3311]
question but just just to play with the
[3314]
seat as far as intent isn't is important
[3315]
and split testing and throttle I don't
[3318]
know they ever heard anyone split
[3318]
testing and throttling like intent
[3320]
across the funnel that's really
[3321]
important to throttle out and split test
[3323]
that based on how low of intent and how
[3325]
high of intent which economics will work
[3327]
best for your Advertiser your attitude
[3330]
and dude I'm sorry I forgot the actual
[3331]
question I went back that was a better
[3333]
answer that's all that's all I know but
[3335]
more so than what's just I guess the
[3337]
last question on this website so you're
[3339]
doing questionnaires have you ever
[3341]
tested like a a short webinar a vsl any
[3343]
sort like videos like you're trust
[3346]
building your Authority building years
[3347]
ago we ran we were doing an info product
[3350]
and we did we did a webinar and uh
[3352]
admittedly I think we had less than 100
[3355]
Grand spend so I I I'm there's far
[3357]
better people to ask for that okay cool
[3359]
yeah I guess Insurance isn't doesn't
[3360]
make as much sense everyone kind of
[3362]
understands what it is you don't have to
[3363]
teach them that much and it could it
[3365]
could potentially um we haven't tested
[3367]
but this is straight up like once again
[3369]
on the landing page they have to opt in
[3370]
like do they put their email in first
[3371]
and then they get the questionnaire
[3373]
and I use that as an example so we've
[3375]
We've ran long from auditorials for sure
[3378]
which is like an advert editorial I've
[3380]
never heard of that it's a um think of
[3382]
it like a um you're reading like a
[3384]
newspaper article type kind of thing so
[3386]
we'll talk about
[3388]
oh is this is this long for advert yes
[3390]
okay yeah yeah but go ahead and explain
[3392]
it yeah yeah it's long form so
[3393]
essentially there's a lot of tax copy on
[3395]
it so you'd send someone from uh
[3397]
Facebook ad to your landing page and 10
[3399]
000 characters right and there's a
[3401]
middle ground truth there too right
[3402]
where it could feel like a normal like
[3403]
Yahoo finance article right where it's
[3405]
maybe got you know uh 2 000 characters
[3408]
or whatever whatever it is on it but
[3411]
it's really all taxed and it can be
[3412]
written as a third party so you could be
[3414]
third party endorsing the chair it could
[3415]
be a first party could be a customer's
[3418]
review about the chair and it's and it's
[3421]
long form so that you're really going
[3422]
through like all the sales psychology
[3424]
like testimonial social proof all of it
[3426]
and a lot of it's exactly what you
[3427]
talked about than text copy we'll do
[3429]
that we just test that you'll spit test
[3430]
with like yes no questions or this are
[3432]
you listen through that and honestly for
[3434]
us because we're into end goal is to
[3436]
drive a phone call
[3437]
um a lot of it is that the Clone action
[3439]
is just the phone like immediately call
[3441]
this phone number and and that works
[3443]
people actually call the number right
[3444]
out there and I didn't even actually
[3445]
capture information
[3448]
so no email drift campaigns needed just
[3450]
straight up and and I would say on that
[3452]
too A lot of times like
[3454]
um and this is a biased comment because
[3456]
I'm so used to like I call it telephony
[3458]
phone calls and stuff like that
[3460]
but um I would actually get to interview
[3462]
garyvee which was really yeah it was
[3464]
super cool and one of the things he made
[3467]
a huge case to was I'm not saying dead
[3469]
female but he's like dude text message
[3471]
marketing yeah SMS right now is big
[3474]
and I sent a text
[3476]
the next week my team took maybe 20
[3479]
minutes to load up we texted all of our
[3481]
old customers I think we literally made
[3483]
175 000 in the first hour and like now
[3486]
just like literally like one tax no
[3488]
sequence the thing is called twilio it's
[3490]
on their phone yeah twilio and they just
[3492]
went you know we just hit it we sent it
[3494]
was like one sentence and then called
[3495]
the number and it was like it like
[3497]
freaking made so much money so so we
[3499]
started captioning more phone numbers
[3501]
and text messaging and essentially put
[3503]
him through a sequence and stuff like
[3504]
that but I would I would I would I would
[3506]
touch on if someone's like putting a lot
[3507]
of effort again towards the email like
[3509]
just like a poke is like text messages I
[3511]
think there's like a 90 plus percent
[3513]
open rate I don't know you I've opened
[3514]
every text I've ever got oh yeah just to
[3516]
get it off my 100 yeah 90 open rate
[3519]
which is not even close to email and
[3520]
then the response rate I think I don't
[3521]
I'm making up numbers you can fact check
[3523]
me there's like at least for us we had
[3524]
like a 10 all in rate which is like
[3526]
really good that's email a good click
[3529]
through it's like three percent and the
[3530]
opener is only 40. so it's insane I just
[3533]
want to add context here for everyone
[3534]
listening they're in marketing there's
[3535]
so much Nuance you have to understand
[3537]
your demographic and so the reason I
[3539]
asked about via cells or videos because
[3541]
I'm maybe more in the info product world
[3543]
and then but he has an older demographic
[3545]
in this example and those older people
[3547]
may like to read because they're used to
[3549]
reading the newspaper and so that's
[3550]
native to them and then they prefer to
[3552]
call and so SMS is better than email and
[3554]
so you have to be intentional with those
[3557]
choices
[3558]
is it email is it text is it both
[3559]
probably both but whatever like you have
[3562]
to really think through your Target
[3563]
demographic and what's natural to them
[3564]
you know I'll say you were you were
[3565]
talking about like um kind of edges or
[3567]
like what other people aren't doing and
[3569]
um
[3569]
and you're like don't do your own horn
[3571]
but
[3572]
um
[3573]
I like there's a term called method
[3575]
actor I don't remember her in this but
[3577]
it's basically like
[3578]
like um uh what's his name who played
[3580]
The Joker Heath Ledger like actually I
[3582]
think actually actually like committed
[3583]
suicide because he was so weird playing
[3584]
his rules yeah so much he drove himself
[3586]
actually crazy like it was joke I'm like
[3588]
I'm a method actor when it comes to the
[3589]
stuff huh so like we ran something in uh
[3592]
people getting out of credit card debt
[3593]
and I actually like defaulted on bills
[3595]
to understand what it felt like to be a
[3598]
consumer in credit card debt I like I
[3601]
wouldn't necessarily recommend that like
[3602]
my credit score got hit and all this
[3604]
stuff but like and this is this is years
[3605]
and years ago like you could have paid
[3607]
it but you just chose to go you just
[3608]
wanted to go through the process I
[3609]
wanted to feel how it felt like to be my
[3611]
consumer who I was talking to who was oh
[3612]
my God and like even now we'll go back
[3614]
to senior demographic like I volunteer
[3616]
in like group homes assisted living
[3618]
homes retirement homes I spend a lot of
[3620]
time on my demographic a lot of time
[3622]
because
[3624]
that's the only way I think I could
[3625]
actually understand these people in any
[3628]
demographic even if I I guess if I'm not
[3630]
my own demographic is a good way to say
[3631]
it but like right like that's the only
[3634]
way I can really really like I'll give
[3636]
you a perfect example
[3638]
I didn't understand like people in in
[3640]
debt credit card debt are very real if
[3643]
excuse me a group Catholic convert a
[3645]
religious and I didn't put two and two
[3648]
together it's actually there's a lot of
[3649]
biblical around you're a slave to your
[3651]
creditors and and
[3653]
don't be saved your creditor right how
[3655]
bad debt is for you right would have
[3657]
never thought of that being a religious
[3658]
angle I'd partner with one of the
[3659]
largest mega churches and ran ads to
[3661]
their congregation and it converted like
[3663]
wildfire because because that
[3666]
demographic was so ashamed baby or just
[3670]
as maybe built in a little more into
[3671]
their psyche aware to not be in debt all
[3675]
that to be said fun and fun cool cute
[3677]
analogy that's or a real life example
[3680]
but point being is like I only got that
[3682]
spending a lot I actually would
[3684]
literally call my customers and say and
[3686]
this is now at this point like running
[3688]
tens of millions of dollars business I
[3690]
still get on the phone with my customers
[3692]
and say hey just conducting a quick
[3693]
survey you mind if I have a few minutes
[3694]
with you back to the Steve win example I
[3697]
stole that page at his Playbook
[3699]
and this lady kept saying thank God God
[3701]
and God I prayed thank God God it just
[3705]
got me curious and I was interested and
[3707]
I only had that Insight because I took
[3709]
the time to spend time with my Democrat
[3711]
if you're not calling back your
[3713]
customers even if you're an affiliate
[3714]
calling them messaging them on Facebook
[3716]
if you're not going to the retirement
[3718]
home spending time with a senior or
[3720]
whatever that is you you couldn't you
[3721]
you will never ever have the creative
[3725]
awareness to actually talk in their
[3727]
language back to the chair example that
[3729]
I just can't
[3730]
that was so damn insightful for me like
[3733]
you just shifted my mind completely but
[3735]
I'm so glad you live in Arizona dude
[3737]
hell yeah that anyone listening to this
[3739]
you have to understand like
[3741]
these are million he's running a
[3743]
millions millions of dollars worth of a
[3745]
company and this is the level of depth
[3747]
you have that he's going to to hit that
[3749]
absorb that internalize it and action
[3752]
that because it's not as simple as click
[3753]
and Link on ClickBank throwing up a
[3755]
quick quick click funnel and then doing
[3757]
that if you want to go this far with
[3758]
your business and so that level of I
[3761]
call it Psychopathic intentions is what
[3763]
it takes to be a top performing person
[3765]
so that's awesome dude really appreciate
[3767]
you sharing that on here and that's
[3768]
completely free my guy what a nice guy
[3770]
but okay
[3772]
I totally forgot the train of thoughts
[3773]
out that was like I was fully in that
[3775]
moment I'm sorry but that was really
[3776]
cool okay so
[3778]
okay here we go your company was doing
[3781]
millions of dollars of Revenue yes so
[3783]
what this is just for me because I'm
[3785]
kind of like on that level and wanting
[3787]
to scale to where you went so
[3789]
what size was your team and like how did
[3792]
you kind of like organize yeah
[3794]
departments in a way it's actually uh
[3796]
really really lean team so we had at um
[3800]
call it um
[3803]
we had 16 full-time employees at scale
[3806]
and called another 10 to 12 Off the
[3808]
Bench if you will so was this in Arizona
[3810]
sorry contractors uh half the team was
[3812]
in Arizona okay it's about how I'm using
[3814]
round numbers but uh the core team was
[3816]
in Arizona so
[3817]
I love the idea of remote work like we
[3820]
talked about too
[3821]
um I have a thesis that if someone's
[3824]
like uh for me like a senior level or
[3826]
like a core individual I should want to
[3828]
like see feel here touch them like I
[3830]
want to write it close enough or we
[3831]
could go over dinner and
[3832]
creative
[3834]
right so that's a good way to put it so
[3836]
um
[3837]
um currently and pretty quickly like
[3839]
anyone who was of
[3841]
um a high level strategic value is local
[3844]
to me
[3846]
um and I like that and I prefer that
[3847]
that's not always necessarily like uh
[3849]
tangible if you're just getting started
[3851]
out but that that to me is a holy grail
[3852]
and listen we don't have we haven't had
[3855]
an office since 2019. sometimes we go to
[3858]
a coffee shop right probably Monday
[3859]
through Thursday I bet I see them for
[3861]
three or four hours yeah a day so 16
[3863]
hours a week just best hours of the day
[3865]
so yeah
[3866]
like that's enough for me right um so
[3869]
I'm not tied down they're not tied down
[3871]
we still work remote everyone gets a job
[3872]
done so that's your question I had a
[3875]
um tell you the beginning and then today
[3877]
so uh beginning I had myself I was doing
[3880]
everything like I'm sure a lot of people
[3881]
are running yeah I was talking to
[3882]
customers doing everything
[3884]
um quickest thing I hired for
[3886]
is and this is me practicing what I
[3888]
preached I hired a junior media buyer so
[3892]
some of this is my affiliate business
[3893]
Junior media buyer who could kind of
[3895]
watch under me and and kind of like
[3897]
learn and I'm a big proponent of show
[3900]
and watch and monitor so I show them how
[3904]
to do it over extended period of time
[3906]
could be a month or whatever it is a
[3907]
couple weeks then I let them do and I
[3910]
watch very closely so I'd let them
[3911]
launch a couple campaigns from a couple
[3913]
hundred bucks and I'd watch and we'd go
[3915]
back in and I'd oh we missed this and
[3918]
then and then having at scale you have a
[3919]
monitoring in place so you have I get
[3921]
daily reports of how much revenue profit
[3923]
spend we had things like that our
[3924]
quality metrics that we're watching so
[3926]
now I've got the kpis that I'm watching
[3927]
and I'm monitoring but that's not all in
[3930]
a week that's you know or overtime so I
[3932]
had a junior level
[3933]
and um what I started doing is the
[3936]
Strategic elements of the ads it's up I
[3938]
would lay out and he would carry out the
[3940]
grunt work carry out the grunt work
[3941]
until I filled him up then I got then I
[3943]
I went from part time for him to full
[3945]
time I brought him on that is he got
[3947]
more literate I would have him do more
[3949]
and more of the actual building out the
[3951]
campaigns and I'd watch again too and I
[3952]
kind of put the the structure and then
[3954]
get more and more strategic so
[3955]
essentially if you're if you're noticing
[3957]
I'm like
[3958]
trying to be insanely aware of what the
[3960]
highest value activity I could be
[3961]
working on and I'm trying to delegate
[3963]
from the lowest value so we'll keep her
[3966]
assistant and bookkeeper with my first
[3967]
two hires right it was easy for me I
[3969]
didn't like doing it she was doing the
[3971]
that I did me too by the way
[3973]
exactly and those are easy hires wins
[3975]
not as when you're a marketer and you
[3976]
love to run ads right and you have to
[3977]
download where I'm at yeah that's where
[3978]
it was like it was it was and it wasn't
[3980]
a challenge anything other than
[3982]
psychologically it was like getting
[3984]
things off my plate that I like to do
[3985]
but it wasn't the highest value activity
[3988]
and I had a uh I think a revelation for
[3990]
me that might be helpful is I think it's
[3993]
Warren Buffett spends like and he has is
[3995]
that just because he's old because
[3996]
you're always old now but it's like I
[3999]
think he's like one meeting a day and
[4000]
that's been for like decades where he
[4003]
just like stares at the wall and thinks
[4005]
and I started blocking a time in my
[4007]
calendar to think I put two hours of
[4008]
thinking time the first kind of like all
[4011]
right what the am I doing and the
[4012]
next time your school I describe I'm
[4013]
like okay no phone next yeah right like
[4015]
all right Bone's the killer not that
[4017]
next time okay okay why but you know and
[4019]
and you get better at actually
[4020]
strategically putting time to think down
[4022]
and I had a joke with my upper
[4024]
management team it's not really a joke I
[4026]
said when we've gotten good is when you
[4029]
guys aren't doing anything all day long
[4030]
you're staring at a wall like that was
[4032]
our end goal was for them to do nothing
[4033]
and just to think and it's like huh how
[4037]
interesting of that is that versus like
[4039]
trying to slave drive someone for 90
[4042]
hours right and we have to get our
[4043]
done on being funny with that statement
[4045]
but it's actually true like I want a lot
[4046]
100 a lot of my day and you or anyone
[4049]
listening is entrepreneur the quicker
[4050]
you can get to
[4052]
I had a summer one time poked me really
[4054]
hard I had it was making a ton of money
[4055]
I was doing great I had a team yeah I'm
[4058]
an entrepreneur he's like no you're not
[4059]
and I was like yes I am he's like no
[4062]
you're not I was like what do you mean
[4063]
it's like you've built yourself a job
[4065]
and what a ego poke that one
[4067]
right I wasn't an entrepreneur an
[4069]
entrepreneur someone who owns the
[4070]
business works on the business not in
[4072]
the business where you could go
[4074]
disappear for a month in the business
[4075]
grows
[4076]
I was like oh all right I I'm a
[4079]
good employee of myself and it was like
[4082]
really like actually the the the
[4083]
labeling that I needed to get me to the
[4086]
next level was like I'm not an
[4087]
entrepreneur and so I'm doing that so
[4088]
anyway so
[4090]
no it's really important it's a
[4092]
perspective shift people brag about I
[4093]
work 80 hours a week I'm like that kind
[4095]
of shows that you're not doing a good
[4096]
job on your business right and you
[4098]
haven't delegated right and it's
[4100]
unhealthy uh there's just there's so
[4102]
many things but they think they're like
[4103]
cool for it and I'm like you're kind of
[4105]
telling the smart people you don't know
[4106]
what you're doing and it's funny you'll
[4107]
you'll um you'll find my richest
[4109]
smartest Friends Ask how many employees
[4111]
you have and the last number I say the
[4113]
bigger the flex yeah how big is your
[4116]
office I don't have an office
[4118]
that's cool you know like whereas like
[4121]
when I was coming up you're like I have
[4123]
30 employees I'm the man dude 20 000
[4126]
square foot office right and that
[4127]
doesn't mean don't have employees right
[4128]
that consent that was the old way of
[4130]
Leverage but in our Modern Age you can
[4132]
that's exactly right that's just cool so
[4134]
anyway so if I go back it's uh
[4136]
tactically speaking I I how I got how I
[4139]
got out of that because I think that's
[4140]
more beneficial than where I am today
[4141]
actually if I
[4143]
let me let me break down your question
[4145]
in like two sentences I hired for I
[4147]
didn't like to do right
[4148]
that would assist in a bookkeeper I
[4151]
didn't like it easy then I started
[4153]
hiring for for things that I like to do
[4156]
but I knew were not the highest value
[4158]
activity how I arrived at that is I had
[4161]
a this is so simplistic I had a notebook
[4163]
next to me
[4164]
and I had an alarm go off every 15
[4165]
minutes and I would write what I did
[4167]
what I was working on at that time and I
[4169]
would write it and I write it I write it
[4171]
like not just email emailing who reading
[4174]
what doing what and then at the end of
[4176]
the day and I only did that for a couple
[4177]
days and looked back
[4180]
and so much of my time is spent
[4183]
actually building out these campaigns or
[4185]
responding to emails or oh I got
[4187]
distracted and I read for two out two
[4189]
hours on that I didn't need to be
[4190]
doing and I got very tactical with my
[4193]
life like very deliberate with my time
[4196]
and it was only doing that like a monkey
[4200]
15 minutes later and then I could start
[4203]
circling things that I knew I shouldn't
[4204]
have been do so that was very easy for
[4206]
for me to have him start building out
[4208]
campaigns I would set kind of the
[4209]
structure our bill at the structure he'd
[4211]
actually go these audiences with this
[4212]
with us with this then I got it to be
[4214]
more strategy
[4216]
and I got it to where he could run ads
[4217]
by himself and I would watch in and I
[4219]
and I lowered my time less and less
[4222]
smart slightly though and I think
[4224]
another good
[4225]
um Chef for people is someone said if
[4227]
you could hire someone 80 of the good of
[4229]
you that that that's that's the goal
[4231]
that was helpful for me because no one's
[4232]
gonna be as good as you dude you're the
[4233]
guy who's gonna make all the money be
[4235]
the entrepreneur right you're the guy
[4236]
who cares the most you're the one
[4238]
working 100 hours at the beginning
[4239]
putting up your money like no one is
[4241]
going to be as good as good as you
[4242]
shouldn't say no one probably not though
[4244]
so for me looking for people as good as
[4245]
me I'd be like I can do that better no
[4247]
dude no so that's not gonna
[4249]
stop saying I could do that better say
[4251]
but could he do it 70 80 as good as me
[4254]
and go
[4260]
like that was the goal and so it was a
[4263]
lot easier to to scale and to pull
[4265]
myself out of the day-to-day because
[4267]
that was the goal so it was a lot easier
[4269]
to frame it that way and then I was able
[4271]
to
[4272]
delegate more and more and more and
[4274]
until eventually where uh again I was
[4277]
still helping on the strategy here still
[4279]
watching but maybe at that point fifty
[4282]
percent of my time was on the
[4283]
advertisers and spending time over there
[4285]
and then that continued to shift and
[4286]
shift and shift one I like doing this
[4288]
two I'm good at this the big classified
[4289]
is sales in a way called sales yeah and
[4291]
I think that's always the highest okay
[4293]
so that's by the way that 80 rule that
[4296]
you just said it's the 80 that's exactly
[4298]
what I needed to hear
[4299]
um but so you have a media buyer that
[4302]
you're training up he might be 80 good
[4304]
as you that's great do you have like a
[4306]
project manager to like oversee like
[4307]
accounts or account managers you know um
[4309]
now I I do
[4312]
um
[4313]
for like facing the client client facing
[4315]
oh yes client facing yes yeah well one
[4317]
guy client facing it was it was me so
[4319]
first I was doing everything then he was
[4320]
doing some of this and I was still doing
[4322]
this because I because I still believe
[4323]
this is the highest value yep and and
[4325]
and and this was the hardest to hire for
[4327]
and I think the highest value again even
[4328]
the agency let's go back to even more
[4330]
simplistic business like I had someone
[4333]
running ads again and I was the client
[4335]
face facing and I tried to get someone
[4336]
in there to to
[4338]
um manage clients and they would do a
[4340]
pretty good job but even then like I I
[4342]
was like the higher payers like I still
[4345]
manage towards the end because I knew
[4347]
that was the hardest position for me to
[4350]
hire because it's a very high value
[4351]
individual
[4353]
could they do the job well without
[4355]
understanding the media buying side to
[4357]
the core question I've never had someone
[4359]
who didn't understand both okay and I
[4362]
wouldn't say intimately
[4365]
because he moved from Junior to or
[4369]
Junior to Middle to client manager
[4371]
because he could talk very well
[4373]
um this one this guy at my current
[4376]
company was uh rainbow AdWords for maybe
[4380]
six months how much so he understands it
[4382]
enough so I would say for me
[4385]
um they both understand it pretty Okay
[4387]
cool so again this is a is there any
[4390]
other core hires that you said that like
[4391]
you were surprised that was so important
[4393]
or that pretty much it's pretty
[4395]
straightforward I'd say I would say a
[4396]
fractional CFL what do you mean by
[4399]
fractional mean
[4401]
an hour or two a month so there's yeah
[4403]
yeah okay B2B it's a literally letter B
[4405]
to B CFO and these are a lot of like
[4408]
retired CFOs from big companies that
[4411]
charge a lot maybe three four hundred
[4412]
bucks an hour but three three or four
[4415]
hours a month and I didn't really
[4417]
understand the value to
[4419]
reading my
[4421]
p l similar how you read an ad account
[4423]
as an example or something like that and
[4426]
there's a huge value because I could
[4427]
really understand where there were
[4428]
believes in my business profit centers
[4431]
there are a lot of things that I started
[4433]
tracking that I didn't track before that
[4435]
I didn't understand
[4436]
and
[4438]
um it was very inexpensive for the value
[4440]
that the individual brought because they
[4442]
have 50 years of skill and they can look
[4443]
at it like that and it takes an hour or
[4445]
two yeah um a month and that's all we
[4447]
would mean with that first
[4448]
and a forecast I didn't realize really
[4451]
no different than goal setting so if if
[4453]
I just went through life and we're like
[4455]
yeah but if you said I thought your
[4457]
video on this yeah I think yeah if you
[4459]
were like uh get the YouTube channel go
[4461]
watch his YouTube channel thanks dude uh
[4463]
yeah if you wanna if you know if you
[4464]
want to set a goal to lose 10 pounds 12
[4467]
pounds I like this one let's say 12 and
[4469]
it's a it's a pound a month or something
[4470]
like that
[4471]
um you know you've got did I lose that
[4473]
pound this month no I better sure should
[4476]
lose two next first I want to lose
[4477]
weight it's for generic match or
[4479]
whatever that is right you could even
[4480]
break that down even more bite size but
[4481]
a forecast does the same thing we want
[4484]
to be at this level which means I need
[4485]
to do this per month this per day which
[4487]
means I need to have costs at this and
[4489]
revenue at this it's very I actually had
[4492]
it down per hour I knew my hour that I
[4495]
needed to drive to go hit my one year
[4497]
goal and that forecast was extremely
[4500]
helpful put together relatively
[4501]
inexpensively but I would have hired a
[4503]
CFO faster okay
[4505]
these are like year five for most people
[4507]
if you're watching this but really
[4508]
important for scale and to like do real
[4510]
numbers and I say CFO actually
[4512]
um
[4512]
probably year one really yeah
[4515]
I need a CFO I would have one a year at
[4518]
year one certainly I mean we talked
[4519]
about your level absolutely yeah well I
[4521]
would have one I probably had a CFO uh
[4523]
uh for actual CFO at
[4526]
I was making call it 150 000 profit
[4529]
Revenue was probably 250. so about a
[4531]
quarter million
[4533]
we're out of over a hundred thousand
[4534]
dollars of caught money to myself it was
[4538]
a lot easier to justify call it two to
[4540]
three grand five grand for the year
[4541]
let's say of a fractional CFL okay I
[4544]
think this money will spot great advice
[4546]
thank you okay I'm gonna ask a selfish
[4547]
question now kind of a left turn though
[4549]
do have you ever heard of sub Affiliates
[4551]
sub Affiliates or affiliate tree where
[4553]
essentially you would let people like
[4555]
you would build out that exact you'd
[4557]
give them the ad give them the funnel
[4558]
and you're basically just hiring media
[4560]
buyers and you get a fraction you just
[4562]
like split the revenue so they could do
[4564]
more scale if you're like say you have
[4566]
like a 20 profit margin per lead you'd
[4568]
give them 10. and you know you have all
[4570]
the data yes okay so a network is that
[4573]
the term uh yes that's what I would call
[4575]
it but you sub affiliate might be the
[4577]
corrector you're more experienced than
[4579]
me I don't know no but you also have
[4581]
like Ecom okay yeah you might be correct
[4583]
but you never tried that
[4585]
I never brokered people's traffic
[4587]
because okay I wanted to control it on
[4589]
my end here's the problem with it's like
[4590]
hiring an affiliate
[4592]
an affiliate hiring affiliate basically
[4594]
for me we'll use Network you call it sub
[4596]
Affiliates sub Affiliates or network
[4597]
problem is like when I just describe it
[4600]
was like I want to get the away
[4601]
from them as quick as possible because
[4603]
they eat up Margin I don't think they
[4604]
add a ton of value and directly to the
[4606]
end offer so for me
[4609]
I was over the network because even if I
[4610]
got something off of scale with a sub
[4612]
affiliate you guys are competing for
[4615]
traffic when it's paid almost too
[4617]
um it's just like let's let's say you're
[4618]
my let's say
[4620]
um
[4621]
uh Jeff is the chair owner on the
[4624]
affiliate you're my sub affiliate Jeff
[4626]
pays me 50. I pay you 30.
[4629]
you we start cranking you start crushing
[4632]
sales like how long do you want to pay
[4634]
my 20 toll tax when you want to talk to
[4637]
Jeff immediately okay so we briefly
[4640]
touched on the tools you use like using
[4643]
Facebook ads and then building on
[4645]
WordPress and all that but were there
[4646]
any other like communication tools you
[4648]
said twilio for SMS but anything
[4650]
internally that you use that helped yeah
[4652]
slack
[4653]
um email of course
[4655]
um you know I think this isn't
[4656]
necessarily tools but um we would have
[4658]
especially with the virtual team Monday
[4659]
morning meetings we have every morning
[4661]
or every Monday excuse me where it's
[4662]
just a touch base the entire team no
[4665]
matter what the size was on there I I
[4667]
really like that that Cadence of
[4669]
communication
[4671]
um some other Cool Tools in general are
[4674]
something called Boomerang on Gmail
[4675]
basically in schedule emails out
[4679]
um and like if then response as well so
[4681]
that's just a unless you didn't even
[4682]
need like a autoresponder like an active
[4684]
campaign or anything just yeah Boomerang
[4686]
and Gmail I guess it's more like when I
[4688]
was managing um when we had the Ad
[4689]
Agency like I I like schedule something
[4691]
out to go out at like Saturday night at
[4693]
like 11 pm so that my customer thought I
[4696]
was like freaking busted for your
[4698]
clients yeah
[4699]
but it's a cool it's a cool tool tool
[4702]
look look at that I'm trying to go there
[4703]
twilio
[4705]
anything text message Auto auto callback
[4707]
is all built on top of twilio even if
[4709]
you go to like um another company they
[4711]
uh a lot of these companies are built on
[4713]
top of twilio so
[4714]
um but what I would do
[4716]
um
[4717]
more importantly and I've been doing
[4718]
this a lot with like AI stuff
[4720]
is
[4722]
pay attention to like inefficiencies in
[4724]
your day or your business
[4725]
and uh do a Google search I know that
[4727]
sounds so funny but like uh okay like uh
[4731]
the chair stuff like okay I want to know
[4732]
how to get testimonial videos better
[4734]
like and I just start googling around
[4736]
like maybe set like an hour on a Sunday
[4738]
so like for random research stuff I'll
[4741]
find some really badass tools really
[4743]
about us tools for for stuff like that
[4745]
like AI based yeah just speaking my
[4747]
language yeah
[4748]
yeah for me it's like AI base like at
[4749]
one point I was like I wonder if I could
[4751]
find something like some YouTube videos
[4753]
right and like it's like right at first
[4754]
like Chad GTP was getting like uh excuse
[4757]
me was getting um uh was getting a
[4759]
little bit more mainstream I was like I
[4761]
wonder if there's anything that'll sum
[4762]
up the the YouTube videos and I was
[4764]
literally at one point like took the
[4766]
transcription from the video and then
[4768]
copy and pasted in there and I'd get
[4769]
like a download I'd be like oh sweet you
[4771]
know what I mean like so obviously that
[4773]
now there's like an extension and stuff
[4774]
like that oh yeah but the point of me
[4776]
saying that was like where is there like
[4777]
inefficiencies on like Andrew huberman
[4779]
three hour podcast I'm like I'm not or
[4781]
Joe Rogan I'm not gonna listen to that
[4783]
for three hours but can I get the
[4784]
distilled best pieces and things like
[4786]
that so hey I'm going on a really weird
[4788]
change this is important though
[4789]
especially with AI because for sure
[4791]
these are going to be edges that we talk
[4793]
about 15 minutes a day is a big deal so
[4795]
every tool have an AI tool potentially
[4798]
so I would spend a lot of time
[4800]
um
[4801]
um and my belief is the benefit of AI
[4804]
will be the uh the data that the model's
[4807]
built on yep number one and then two the
[4810]
ability first to dream up how to use and
[4812]
leverage it I think it's a commodity
[4813]
yeah it's an unbelievably powerful tool
[4816]
cool I don't think anyone listening even
[4818]
if you're a plumber needs to learn how
[4820]
to build AI I think you you need to be
[4823]
thinking about
[4824]
what how does it work and where where
[4826]
could it be applied to the
[4827]
inefficiencies in my life and that's
[4829]
maybe a little bit more like uh Modern
[4831]
Day present day example that's helpful
[4833]
for people but even like
[4834]
in general businesses where's what else
[4836]
is there inefficiency in my day and then
[4837]
I go seek out tools for that right I got
[4840]
VA these will basically replace va's
[4842]
very soon that level first so really
[4845]
important for people to be aware of have
[4846]
a ton of videos on my channel but uh
[4848]
what about like a CRM like could use
[4850]
like notion do you say monday.com or you
[4852]
said Monday meetings Monday morning meet
[4854]
okay use Monday
[4856]
um.com as well too CRM for actual
[4858]
customers we never were like back to the
[4860]
Rolls Royce like the max customers I
[4862]
ever had at the agency was 25 maybe 30
[4865]
Ops and then at the legion business that
[4867]
was acquired like 16 so I never like add
[4871]
I used um I think like pipes if I'm not
[4873]
mistaken Ops pipes.ai or something like
[4875]
that okay oh cooler uh for uh for me for
[4878]
managing like um
[4880]
like like lead flow things like that but
[4882]
okay admitted they didn't have like 100
[4884]
person
[4885]
um
[4886]
uh which I'm gonna call it like uh like
[4888]
uh customer less than I was yeah and
[4889]
then I was targeting like a few big
[4891]
carriers
[4892]
yeah I guess you didn't really collect
[4893]
emails even that much for your no leads
[4896]
but back to your um I we use and it
[4898]
might be too specific for my space but
[4900]
leads pedia okay was the name of
[4902]
software for like uh CRM for leads
[4904]
excuse me you're correct twilio I
[4906]
believe don't quote me on this is a
[4907]
little two in the weeds for for me right
[4909]
now but I think twilio also has a CRM on
[4911]
phone numbers don't call me on that but
[4914]
I believe that's what we use I don't
[4915]
know
[4916]
um
[4917]
then I had one other one I was going to
[4918]
share with you back here I think about
[4920]
it okay sounds good okay so now I want
[4922]
to transition to what you're doing now
[4923]
because it's cool as to me like
[4925]
you're like literally like living like
[4927]
the dream in a way thank you but
[4929]
basically he's made enough money where
[4931]
he doesn't ever have to technically work
[4933]
again I would say that's safe to say and
[4935]
so now you've picked up a complete new
[4937]
skill and you just dj.edc as like a DJ
[4941]
on like the main stage which is so cool
[4943]
to me and I did watch a little bit of
[4945]
another podcast and it seemed like it
[4946]
wasn't necessarily something that you
[4949]
were always like this wasn't like in the
[4951]
plan from like I'm gonna I want to be a
[4953]
DJ but be a DJI you need a master
[4954]
affiliate marketing get Financial
[4955]
Freedom then I can chase my dream it was
[4957]
more so like the sound I'm I sold my
[4959]
business this kind of sounds interesting
[4961]
and I don't know anything about it yeah
[4963]
so tell me about that Journey because
[4964]
that's so cool yeah dude thank you uh so
[4966]
this will get a little more so so first
[4968]
um interesting thing is ruin uh my
[4970]
business was acquired
[4972]
um I had a new business which was
[4973]
managing my finances so I had to and I
[4976]
think anyone who's making you know
[4977]
relatively significant money I don't
[4979]
think you need to have like a massive
[4980]
liquidity event
[4981]
I think that I ignored that being in my
[4984]
second business for too too long because
[4985]
it's uh arguably even a more important
[4988]
business depending on how much money
[4989]
you've made
[4990]
because you already have the cash first
[4991]
trying to go make more cash right if
[4993]
that makes sense on it so um I I did
[4995]
what I always hire a mentor we talked
[4997]
about that right away I love
[4998]
peer-to-peer learning groups I joined a
[5000]
group called like tiger 21 before that
[5001]
oh really that's cool if you're in Tiger
[5003]
21 oh you know it yeah yes yeah I know I
[5005]
love it I love it I love that group so I
[5007]
was in uh when my business was under
[5008]
250k in Revenue I was in EO EO
[5011]
accelerator uh entrepreneur organization
[5013]
accelerator I would recommend that for
[5014]
business even 5 million below but it's
[5016]
really the 250k and up is the is the
[5019]
excuse me 250k to a million is the size
[5021]
business
[5022]
that a million plus called EO within 13
[5024]
million plus called YPO and then after a
[5027]
certain amount of assets you're able to
[5028]
did you join YPO yeah I was in YPO oh
[5031]
I want to talk about that okay oh
[5032]
cool yeah yeah but don't but I I that's
[5034]
I've been doing that for 12 years these
[5036]
peer-to-peer even Tony Robbins Platinum
[5037]
partner group like these peer-to-peer
[5039]
learning groups I think are really
[5040]
important
[5041]
I I just want to note that but um uh
[5045]
through as being like a transition for
[5046]
that like something that I like was
[5048]
navigating yeah last year um so that's
[5050]
one and then you mentioned that the
[5052]
DJing stuff I I have a maybe uh what did
[5055]
you call it psychotically
[5057]
psychotically intentional psychotically
[5059]
intentional I I like that it's kind of
[5061]
very very triggering word I like it um
[5064]
but I I had this like um I believe this
[5066]
like exists for everyone whether you're
[5068]
I don't know if you have to be religious
[5069]
or philosophical or in a Karma or what
[5072]
it doesn't matter whatever it is but
[5073]
like
[5074]
anyone who's ever like visualized like a
[5076]
free throw before you know before you
[5077]
you know yeah and then you have a higher
[5079]
chance of making it I feel it going in
[5080]
the hood yeah I'm a big believer
[5084]
and so
[5086]
um I just had this like thought like um
[5088]
maybe like two years ago I was like okay
[5090]
if it's I believe most people
[5093]
delusionalize worst case scenarios so I
[5096]
believe we make up
[5098]
completely the worst case scenario of
[5100]
off of fear not everyone but it's our
[5102]
human instinct like survival thing yeah
[5103]
her survival but if most of that shit's
[5107]
made up and if you reflect back and yeah
[5108]
yes I'm missing that none of that hap
[5110]
less than one percent of that ever
[5113]
happens right
[5115]
certainly less than ten percent let's go
[5116]
there's making yourself miserable in
[5118]
your mind so why not be unbelievably
[5120]
delusional on what could happen
[5122]
positively so like even like like today
[5124]
like I
[5125]
don't it's not you know people
[5126]
meditation I woke up for five minutes
[5128]
and I delusionalized like the best day
[5131]
ever I had like a uh and it's just like
[5134]
so out there yeah and insane it could be
[5136]
that there was a crowd of 10 000 people
[5138]
in your office when I'm talking and
[5140]
they're all business owners they all
[5141]
went on to wait 10 000 people each and
[5144]
the magnitude of impact was growth so
[5146]
much and all the families that and I
[5148]
just like I'm going down a rabbit hole
[5149]
just like unbelievable delusionally made
[5152]
up which sounds funny but we do it
[5154]
all day long on the negative so why not
[5156]
do it positively so
[5158]
I like thinking about I did it a year or
[5160]
two ago I said what's something that's
[5161]
just like out there that I could do and
[5163]
I was like I want to meet Les Brown I
[5164]
don't know if any less brown is but he's
[5165]
a football coach you know that's less
[5167]
mild no no it's okay Les Brown's like um
[5170]
our grandparents her parents like Tony
[5172]
Robbins like okay okay so he's like a
[5173]
motivational speaker he's
[5176]
unbelievable and I'm a big big fan of
[5178]
his work and I was like I want to meet
[5180]
um so then I I just put it in motion I
[5182]
started you know hiring someone who
[5183]
would know someone who did something
[5184]
uh someone who's been in touch with him
[5186]
before I started reaching again
[5187]
resourcefully Network all this up so
[5189]
Bill next you know I'm interviewing him
[5191]
in a podcast that I started a podcast
[5193]
just because I wanted to there you go it
[5195]
was like totally intentional yeah
[5197]
intentional but I don't know podcast I
[5198]
got a podcast can I interview you
[5200]
oh and by the way you know so and I got
[5202]
to fly out of meet him in Atlanta so I
[5204]
was like okay so if anyone listening
[5207]
comes with a basis that if you believe
[5209]
that you can be or do whatever you want
[5211]
and I do believe that anyone at any
[5213]
level can be or do whatever we want and
[5214]
I also believe that if you were born in
[5216]
the United States of America 100 you are
[5219]
overly overly in the one percent month
[5222]
you know I don't care if you make
[5223]
minimum wage working at McDonald's
[5224]
you're in the one percent I I truly
[5226]
believe that you were gifted by God
[5228]
grace whatever whatever you want to put
[5230]
it to to be here you are unbelievably at
[5233]
a Advantage being born in this day and
[5237]
age and where you're born do you have
[5239]
the internet
[5240]
time everyone's everyone's equal on that
[5243]
so that that you can't say I don't have
[5244]
enough time everyone has the same amount
[5245]
of time
[5246]
internet now has broken down any
[5248]
barriers of knowledge so you can't say I
[5250]
don't know I don't know you could know
[5251]
you could figure it out so there's
[5253]
there's no barriers to get to to where
[5255]
you were to where you want to go so
[5257]
anyway all that being said I I had that
[5259]
that thought and I was just at a music
[5262]
festival and I really love it I've never
[5264]
done a drug in my life I I drank once in
[5266]
a while so why not you haven't done LSD
[5268]
or anything dude oh I I haven't cut off
[5272]
that I I potentially one day would would
[5274]
look at like Ayahuasca or mushrooms or
[5276]
something I know there's a lot of data
[5278]
around and I have no judgment around any
[5279]
any or anything around that I've
[5281]
literally never done drawing in my life
[5283]
um but I love EDM music festivals I
[5285]
don't know it's not the energy I just
[5286]
love love it's just like a good good
[5287]
place 100
[5289]
that was that one and I said you know
[5290]
what if if my basis that I could be or
[5294]
do whatever I want is true
[5297]
if I want to be do that and for me a
[5300]
goal was to play at a major Music
[5302]
Festival EDC and let's put in a motion
[5304]
wouldn't that be fun I've never played
[5305]
an instrument wouldn't that be fun I
[5308]
don't know music theory I don't know
[5309]
anything and it was it's almost like a
[5311]
um
[5312]
building trust with myself to show
[5314]
myself that I can do like do what you
[5316]
say you're gonna do in a way like myself
[5317]
like selfishly it sounds like uh it
[5320]
sounds like kind of egotistical but like
[5322]
I did it to show I I like doing things
[5324]
to show myself that it's a new Mountain
[5326]
too that's exactly right yeah so for for
[5329]
the the chase of a new Mountain starting
[5331]
at zero and I understand that's naive I
[5334]
I had resources of of people and and
[5336]
money and other things like that so to
[5337]
say at zero is not correct you're too
[5340]
humble it's not but to start at a low
[5342]
level knowledge wise you were a zero
[5344]
start at a low level or something and
[5346]
build it up and um it was was really uh
[5350]
appealing well it's not I mean I feel
[5352]
like it's very common for people at your
[5353]
level or in my world of entrepreneurs
[5355]
it's like it's not about the end goal
[5357]
it's not about the exit the company then
[5358]
you're happy forever it's like literally
[5360]
the act of just learning working toward
[5361]
something and trying to achieve that one
[5363]
endpoint so that makes that's why I
[5364]
think it's so cool and I'll thank you
[5366]
and I'll prove it to you if you ever buy
[5368]
a pair of shoes that you think is
[5368]
awesome and then yeah a month
[5370]
later either in the back of your closet
[5372]
three more things Big Lots of right and
[5374]
Things become relative cars cars
[5375]
especially cars but how about a goal
[5378]
have you ever wanted to run for me you
[5380]
know a marathon a triathlon you work for
[5381]
months and you change your whole
[5383]
lifestyle all this and then you cross
[5384]
the finish line how long is that good
[5386]
feeling last does it last a year a month
[5388]
a week a day an hour for most people
[5390]
it's between an hour and a week that the
[5392]
good feeling last so
[5394]
I realized the beautiful thing about
[5396]
life is for me meaning life is to grow
[5399]
and to give so to continuously grow in
[5401]
any categories and growth equals
[5403]
happiness for me so growing in anything
[5405]
is me being happy it's not the end
[5407]
result it's not right angle so to your
[5409]
point finding new things to grow in is
[5412]
happy and it's I said fun it's fun and
[5413]
it makes me happy to grow in any
[5415]
category in any level if as long as I
[5417]
went to bed saying I grew today I had a
[5419]
pretty damn good day and it has and that
[5422]
also removes the basis of
[5425]
money or material or outcomes it's it's
[5428]
a very achievable outcome and I I found
[5432]
I've had a lot more joy in life focused
[5434]
on rowing versus things and stuff
[5438]
because it becomes relative and who
[5439]
cares anyway it's all I think
[5440]
it's really important because most
[5441]
people chase money and think and it's
[5443]
normal until you've experienced it and I
[5445]
think everyone goes through this but I
[5446]
think one thing that I've learned that
[5448]
it's like so true now it's like to be
[5450]
happy you've seen like 30 minutes of
[5451]
sunlight good relationships people you
[5453]
care about so you're actively engaged
[5455]
with and then working on something that
[5456]
you find meaningful or important now
[5458]
listen there's no judgment that's not
[5459]
happiness yes and there's no and you
[5461]
mentioned that people finding that
[5463]
because so I can I can see it on the
[5465]
other end of the screaming now people
[5466]
going oh easy for you right you
[5468]
know yeah yeah
[5469]
you know my dad's retired cop and my PD
[5472]
cop my mom worked my elementary school
[5473]
so I was not gifted economically my
[5477]
I I I I worked very hard I had no
[5480]
investment for anyone I never raised
[5481]
outside funds I went from zero to where
[5483]
I am today that's not to brag that's to
[5485]
anyone say no easy for you obsessive
[5487]
learning like obsessively that is the
[5489]
key yeah yeah 100 where was I where was
[5492]
I going with that
[5494]
um
[5494]
there's something on the growth the
[5496]
growth comp how you can achieve
[5499]
maybe maybe that's what it was um oh
[5501]
just oh excuse me I was saying like if
[5503]
someone's focused on like material
[5505]
things
[5506]
no judgment
[5507]
no fault I think I think you will find
[5510]
and if you reflect enough like you asked
[5512]
me actually you were like I think when
[5513]
we first started you like were you ever
[5514]
like
[5515]
uh selfish with things and like
[5517]
course I had a go I had a goal to make
[5519]
six figures I would go to make a hundred
[5520]
thousand dollars I did it and it was
[5522]
probably the longest stint I've ever
[5524]
I'll call it depression's not the right
[5526]
word but like low feeling same because I
[5529]
did it and I was like now what and then
[5531]
now what feeling is very real and you
[5533]
everyone listening has experienced it
[5534]
After High School you experienced it
[5536]
maybe after an accomplishment any
[5538]
accomplishment any life-changing event
[5539]
after college now what and that time
[5542]
period is actually really interesting to
[5544]
study in Psychology I think it's Michael
[5546]
Jordan who talks about the first
[5548]
championship's not the hardest it's the
[5550]
second third fourth fifth and sixth the
[5551]
sixth one was the hardest because you
[5553]
did it so the motivation to win the
[5555]
championship million and you have every
[5556]
fruit like to be a millionaire that's so
[5560]
easy to find the motivation for that
[5562]
stuff it's when you've experienced it
[5564]
and you've felt that
[5565]
emptiness of now what there's a lot of
[5568]
self-growth that comes during that time
[5570]
period to go win it again and again and
[5572]
again and again and I love studying
[5574]
people that are lifelong winners in
[5576]
multiple categories Arnold
[5577]
Schwarzenegger as an example it's one in
[5579]
multiple categories
[5581]
his entire life not interested in
[5583]
learning someone who
[5584]
had one exit in a business or
[5588]
kind of has a great relationship for two
[5590]
three years I want to meet someone who's
[5591]
had a 50-year relationship and they had
[5594]
so that's a six that's successful to me
[5595]
it was a long-term sustainable success
[5597]
those are the people I want to study and
[5599]
learn and learn from and this is this is
[5601]
no different so anyway so to close at
[5603]
that point if you want a Lamborghini if
[5605]
you want this do it climb the mountain
[5607]
but awesome if that motivates you
[5609]
I think
[5611]
finding out earlier that that it's a
[5613]
higher octane fuel to be I told you I
[5616]
was motivated for
[5618]
um uh freedom of time at first for
[5620]
myself truly and I was motivated for my
[5623]
brother to not have to ever work I joke
[5625]
like have a dick boss and everyone in my
[5627]
brother low quality ladies my best
[5629]
friend he's so close to me and one day
[5631]
we'll come and I was like
[5633]
I had a boss I was a little bit meaner
[5635]
and I was like
[5636]
this he's going to have this one and
[5638]
that I couldn't sleep with it like I
[5640]
almost get like when I think about that
[5641]
I couldn't sleep with thinking that the
[5643]
person who's closest to me my brother
[5644]
is going to experience a low quality of
[5646]
life and he can do something about it
[5648]
talk about that for fuel versus
[5650]
someone wanting a new pair of
[5651]
Christians right batons you I'm
[5653]
gonna work 16 hours a day seven days a
[5656]
week I'm gonna outwork the hell out of
[5658]
you because I I got so much more
[5660]
sustainable so think I ask you a
[5662]
question on that is this your brother
[5663]
specifically yeah why do you feel
[5665]
accountable for him and why would you
[5666]
not say maybe let's say he should get
[5669]
off his ass and work as hard as me too
[5670]
like why don't you think he should be
[5672]
you're equal in a way you know or hold
[5674]
him to that expectation because I'm his
[5675]
older brother
[5677]
um maybe I'm close to him
[5679]
nothing you should think that way by any
[5680]
means just because I'm the same way with
[5683]
my close friends uh learning for me is I
[5686]
can't remember the book there's a Triad
[5687]
for it um but it's basically like being
[5689]
the hero versus a coach and I've
[5690]
actually had to learn part of my
[5692]
learning process over the last year as
[5693]
being more of a coach than a hero so
[5694]
what you just said like being a savior
[5696]
is actually an egotistical thing too
[5698]
when you actually break it down but you
[5701]
know how teach a man to fish versus like
[5703]
you know give them fish and for a lot of
[5705]
my life I've I've done that my littlest
[5708]
brother not even that brother I have
[5710]
given a lot to and I've actually done
[5712]
him a really bad disservice I've had
[5714]
that experience spoiling and giving and
[5717]
and really robbed him of his um
[5720]
uh fulfillment and that's been that's
[5723]
been a really that's something I'm
[5725]
actively getting better at and learning
[5726]
so so to answer your question I'm still
[5727]
working through that uh not being called
[5730]
a hero uh and and being more of a coach
[5732]
and being more allowing people to find
[5734]
their own path and help guide them or
[5736]
coach them but not be
[5739]
I'm 100 this the Savior type as well
[5741]
like where I feel like my closest friend
[5742]
is the one who like stuck with me
[5744]
throughout all my ups and downs
[5745]
supported me I like feel responsible for
[5746]
so I could definitely see it being an
[5748]
ego thing and it's super beautiful
[5749]
there's nothing to be ashamed of for
[5750]
that but it's all good intent it's great
[5752]
intent but there's a middle ground of
[5753]
where you're actually serving serving
[5755]
them where they where you're robbing
[5757]
them a fulfillment thing
[5759]
that's why I ask because I have
[5760]
experienced that or they like kind of
[5762]
get comfortable or expect it now or they
[5764]
just yeah I mean be a selfish Pig Yeah
[5766]
but learning I think I think there's a
[5768]
good yeah there's there's a good number
[5769]
okay cool but so then just back to the
[5772]
DJ thing are you still pursuing that or
[5774]
is that just like I want to see if I
[5775]
could perform once and then I had the
[5777]
experience it was fun but not like
[5778]
something you loved to death you know
[5779]
interesting time in first talking
[5781]
because my goal was to play the major
[5782]
Music Festival I did in May at EDC like
[5785]
you mentioned
[5787]
um it's almost like what I mentioned
[5788]
like the graduating college selling a
[5790]
business
[5791]
you know right where I'm kind of
[5794]
figuring out how I feel right now about
[5796]
that do I put another bar there or do we
[5799]
talked a little bit about like my higher
[5801]
aspirations in in business that that
[5803]
I'll I'll be pursuing as well so an
[5806]
interesting transition where I think I'm
[5809]
uh I I'm still getting Clarity on that
[5812]
answer yeah um but it's actually a
[5814]
pretty beautiful to have that time
[5816]
period for myself right now with what
[5817]
we're talking about where you hit that
[5819]
Milestone of for someone it's a
[5820]
Lamborghini for me it was it was playing
[5822]
at this thing where
[5823]
studying this time period of like growth
[5826]
for yourself like I've got to learn like
[5827]
and do a lot of introspective thinking
[5829]
like why am I doing this what right or
[5831]
do I want what impact does that make
[5832]
what does that do for me yeah the DJ
[5834]
lifestyle is a probably a different one
[5836]
I can see how that has big implications
[5838]
sure and the difference from anything
[5839]
for me like you probably hit like that
[5840]
top 10 maybe top one percent but the
[5842]
difference from that to the top point
[5843]
one percent is I want to do gruel it
[5845]
exactly and then that's and you know
[5847]
it's funny you mentioned that like to to
[5849]
actually answer that a little bit more
[5850]
in depth like
[5852]
you know let's just let's say okay I'm
[5854]
in the top 10 maybe I'm not even close
[5855]
but maybe in my head I'm out where I
[5857]
wanted to go right like to a good level
[5858]
like to go perform at a made stage and
[5862]
have major labels sign you and all this
[5864]
am I five ten years away and
[5867]
full-time commitment to yeah then you've
[5869]
got people working around you and you
[5871]
let them down
[5872]
is that my actual goal and my goal is
[5875]
not to be a world famous DJ this is a
[5877]
really fun thing for me to do and
[5879]
experience and really the show actually
[5880]
I talked about my little brother the
[5881]
coaching I wanted to show him you could
[5883]
you could be or do whatever you want
[5884]
that's really cool so that was actually
[5886]
talking about my motivation again too
[5887]
was not to have to to be cool and fans
[5890]
it was actually to show my little
[5891]
brother that he could do whatever the
[5892]
hell that's awesome Manny that's awesome
[5894]
so that was that was a true truthfully
[5897]
that has been my motivation
[5899]
and and I I can answer with certainty my
[5902]
motivation is not to what you just said
[5903]
go to the one percent to the next level
[5905]
on there which is probably my answer and
[5907]
what I should do now is kind of start
[5908]
some setting it uh but I do have major
[5911]
aspirations to make a huge impact in the
[5913]
world and run a billion dollar
[5914]
evaluation business not because I want
[5916]
to be a billionaire not because I want
[5917]
to be filthy rich but because I believe
[5918]
you need to add enough value to the
[5921]
market in order to be more that kind of
[5923]
valuation at that point so you need to
[5925]
add enough value to customer
[5926]
shareholders employees and team to be
[5929]
valued at a billion dollars you need to
[5930]
add a billion dollars worth of value to
[5932]
the world for a lot better world so if
[5933]
you back up you look at business as a
[5936]
spiritual game it it it very much like
[5938]
you have to deliver like we talked about
[5940]
deliver value consistently to your
[5942]
customers to your employees to your
[5944]
vendors to to all these people in order
[5947]
to make money like at the end of the day
[5948]
no one's giving pay you money unless you
[5950]
win the lottery to you may are making
[5953]
the money you've made because of the
[5954]
value you've added to the world again to
[5956]
your team 100 customers all these people
[5957]
to me that's very spiritual so I have a
[5960]
benchmark and goal of a billion dollar
[5962]
evaluation because I want to add a
[5963]
billion dollars worth of value to the
[5964]
world probably in mental health is is
[5966]
where it will be we talked a little bit
[5968]
about it with before so that that's my
[5969]
next iteration next chapter in life
[5971]
we'll be focused on that as I start sun
[5973]
setting kind of this cool fun
[5975]
called semi I don't know if distraction
[5976]
is the right word but fun passion
[5978]
project while also running the business
[5980]
of my investments while also figuring
[5982]
out what I'm going to do next in
[5983]
business and
[5985]
I really want to emphasize this point
[5986]
for anyone watching this especially if
[5988]
you're like on your come up or your
[5989]
beginning or wherever you are and you
[5991]
haven't really achieved that level the
[5992]
million dollar level you think you need
[5993]
to be people do it for Lambos they do it
[5995]
for these watches or a nice house or
[5997]
even to just get laid and they think
[5999]
that once you have these material things
[6000]
that's going to help you get a girl but
[6002]
in reality what you learn is because you
[6004]
see all these successful people with
[6005]
girls or with all these nice things a
[6006]
great life what you learn once you get
[6008]
money is it wasn't the money those are
[6011]
in and of themselves skills you have to
[6012]
learn and the people that have money
[6014]
have now had the time to learn those
[6016]
skills to get good at whatever they
[6018]
chose so the money had no correlation so
[6020]
if those are things you want sit down
[6021]
ask yourself what do you value what do
[6023]
you really want then just get good at
[6025]
those things because money will come
[6026]
eventually once you're good at those
[6027]
things and you try to provide that back
[6029]
in the world through value I think the
[6030]
greatest question is uh who do I need to
[6032]
become to get X right and that's a
[6035]
totally different frame than what do I
[6037]
need to do or or these other or feeling
[6040]
insurmountable like who do I need to if
[6042]
you want a Lamborghini
[6044]
who do I need to become in order to get
[6047]
that and
[6049]
immediately start thinking about habits
[6051]
and discipline and all these other
[6052]
things and that really make you into a
[6054]
right good person I I believe not
[6057]
everyone no I agree but but to a better
[6059]
person you really work on yourself when
[6061]
you ask yourself who do I need to become
[6062]
to get X I think that's the question I
[6064]
would go to whatever that aspiration is
[6066]
would I and I even I'm asking myself
[6067]
that today if I want to run a billion
[6069]
dollar valuation business and mental
[6070]
health who do I need to become in order
[6073]
to do that what actions do I need to
[6074]
take differently how do I need to think
[6076]
differently how can I invest in myself
[6077]
differently in order to be ready for
[6079]
that which will happen it will
[6082]
materialize who do I need to become in
[6083]
order to get there and um that that's a
[6086]
really empowering question that's so
[6088]
important and that's a mental framework
[6089]
that I've had for anyone listening need
[6091]
to adopt this but constantly anytime I'm
[6093]
making a decision I constantly ask
[6094]
myself is this a decision that a top
[6097]
performing person would make is this is
[6099]
this something that a top performing
[6099]
person would do and then I can make
[6101]
decisions so quickly I shouldn't eat a
[6103]
Pop-Tart no it's a top of one person
[6105]
would nine to Pop Tart so dude by far my
[6108]
favorite podcast and I'll put that in
[6109]
the podcast Anthony sarandria guys
[6112]
follow him on social media where can
[6114]
they find you in Instagram I uh I try
[6116]
and respond I'm not trying I do respond
[6117]
to every single person who sounds a mess
[6119]
that's how I got him on this podcast I
[6120]
think that takes me a little bit of time
[6121]
but I um this is really fun for me I've
[6123]
had so many podcasts and mentors and
[6125]
people that have I've learned from that
[6127]
I wouldn't be even a quarter of Twitter
[6128]
I am today so this is a really really
[6130]
fun for me to pay it forward I
[6131]
appreciate you sharing it brother of
[6132]
course thank you so much of course
[6134]
Bubba
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