REAL AF with Andy Frisella - The Secrets of Successful Social Media Advertising, ft. Billy Gene Is Marketing, with Andy Frisella - MFCEO245

00:00:00.400 I can stack them hundreds to the roof. I ain't stopping till they stack to the moon.

00:00:04.880 Without me, my family wouldn't have food. Anybody go against me gotta lose.

00:00:12.840 What is up, guys? You're listening to the MFCEO Project. I'm Andy, I'm your host, and I am the motherfucking CEO.

00:00:20.880 Guys, today we've got an awesome, awesome podcast, full-length, full-length feature, motion production. 0.96

00:00:27.160 Some of you guys are bitching to me about how I've been off my game for podcasting.

00:00:30.900 You know what? I fucking have. You know why? Because I don't just talk for the sake of talking. 0.98

00:00:34.460 I talk when I have something of value to say, which I would highly recommend for all of you as well.

00:00:39.620 There's nothing worse than people who just put out content that really serves no purpose.

00:00:44.000 So what I try to do, guys, is when I start to feel a little bit burnt and start to feel like I'm not delivering my best content,

00:00:52.280 I take some time away. It's nothing new if you've been a listener to the show.

00:00:56.320 So, by the way, this is free, so don't bitch about free. Don't be coming at me talking about how I'm fucking slacking. 0.99

00:01:03.680 I got a real fucking job, motherfucker. My job ain't to be popular on the internet. 1.00

00:01:07.760 I've got thousands of employees to look after, and I'm sorry, they come before the free content that I put out on the MFCEO Project.

00:01:15.080 Now, if this is your first time listening, yes, we are a business podcast.

00:01:21.000 Yes, we are also a personal development podcast. Yes, we are free, and yes, we are ad-free.

00:01:28.560 And the reason that we are ad-free, which I could make seven-plus figures a year doing ads on this show

00:01:33.620 because of the way that we've got it ranked, is because I like to keep it value-focused.

00:01:39.120 Now, in exchange for that, guys, I do have a fee, and my fee is not monetary. My fee is this.

00:01:45.140 If you love the show, if you got value out of the show, which you fucking will because we're great at what we do. 0.95

00:01:52.620 By the way, we're humble about it.

00:01:53.800 If you get those things, I would appreciate it if you would share the episode that you got the value from with your friends

00:02:04.480 because that's how we do this.

00:02:05.940 We're an organically driven show. We don't run ads. We don't have ads.

00:02:09.820 I don't run ads to promote the show. It's all organic, and it's all on you guys.

00:02:14.160 And we happen to have a pretty fucking great community that supports the show. 0.98

00:02:17.620 So if this is your first time listening, join the community, become a motherfucking CEO of yourself, and share the message. 0.97

00:02:27.300 Now, with that being said, I am joined, as always, by my co-host, Vaughn, the pastor of disaster, Vaughn the impaler, Vaughn Diesel, Jean-Claude Van Damme. 0.96

00:02:43.500 And in a few months, Vaughn Swole.

00:02:46.960 Vaughn Swole.

00:02:48.060 That's right.

00:02:49.200 DJ, DJ God to some of you.

00:02:51.800 By the way, we got an email from a new one.

00:02:54.720 You're looking a little more buff.

00:02:55.960 Thanks, just a little bit.

00:02:57.200 Yeah. No, I'm serious, dude.

00:02:58.440 Oh, I appreciate it.

00:02:58.860 I noticed it when I walked in.

00:02:59.920 I appreciate it.

00:03:00.680 I would tell you if you weren't.

00:03:02.540 No, I know that.

00:03:03.180 Tyler, you look like you've been slacking.

00:03:04.120 I know that.

00:03:05.200 Tyler's been slacking.

00:03:07.900 Vaughn's going to out-buff you, dude.

00:03:10.060 What are you going to do about that?

00:03:11.600 That's pretty humiliating if I do that.

00:03:14.440 I welcome that.

00:03:15.320 Yeah.

00:03:15.500 I think Vaughn's going to out-buff you, dude.

00:03:17.580 All right.

00:03:18.300 So, as I was saying, did you know that we got an email from a reporter from the New York

00:03:24.100 Times?

00:03:26.140 No, I didn't.

00:03:27.000 We did.

00:03:27.480 Well, I didn't.

00:03:28.180 How would I know if you didn't tell me?

00:03:29.500 Well, they wanted to know, she's apparently writing an article about how podcasting entrepreneurs

00:03:36.460 like yourself, who have massive influence, monetize your podcast.

00:03:41.340 And I said, well, we don't, actually.

00:03:44.180 Yeah.

00:03:44.320 So, what did she say?

00:03:46.820 Well, I'm waiting for her response, but I said, basically, in three years of giving out free

00:03:50.640 information, we literally, other than writing a series of children's books that are just

00:03:55.140 meant to impact the next generation, we literally have not advertised or monetized at all.

00:03:59.400 Well, there's two ways to look at this.

00:04:00.880 And this is actually going to be a great show to talk about this, but there's two ways to

00:04:05.440 look at this.

00:04:06.000 You could directly monetize something, or you could passively monetize something.

00:04:10.380 And you know what happens to people who listen to the show over the course of years and get

00:04:15.020 the value over the course of years?

00:04:16.520 They end up becoming customers of my other companies.

00:04:19.120 They end up buying First Form.

00:04:20.700 They end up supporting our tequila brand.

00:04:23.420 They end up doing things that we don't directly sell them to, but they end up becoming customers

00:04:29.240 in other ways.

00:04:29.800 And I would argue that that is far more valuable, which is another reason why I don't charge 0.98

00:04:36.520 for a lot of shit, than trying to monetize with 10 minutes of ads that are going to ignore 0.99

00:04:43.300 the fuck out of everybody. 0.99

00:04:44.900 That's the biggest complaint I hear of other people's podcasts. 0.97

00:04:47.380 They're like, dude, it used to be good, but now the first 20 minutes are just ads. 0.99

00:04:52.200 And most of these motherfuckers don't know how to read ads, or do a live read, or genuinely 1.00

00:04:56.320 promote something, and it just sounds stupid. 1.00

00:04:59.460 100%. 0.99

00:04:59.780 Yeah, it's not going to be us.

00:05:01.440 So, yeah, I'm looking forward to hearing what she has to say.

00:05:03.940 Yeah.

00:05:04.520 And then I'm going to send her a bunch of incriminating photos of you.

00:05:07.920 Good luck.

00:05:09.220 They're all out there.

00:05:11.060 So, anyway, we have an awesome guest for you guys today.

00:05:15.980 He's flew in from San Diego.

00:05:18.220 No, I live here.

00:05:19.040 I live here.

00:05:19.400 No, you are not the guest.

00:05:22.740 Well, I would wish you would move to San Diego and go away.

00:05:27.000 That's the truth.

00:05:31.060 You guys have probably seen him on the internet, and if you haven't, you will be seeing him.

00:05:35.780 Yesterday, he flew in.

00:05:37.200 We definitely drank a lot of tequila and a lot of beers for my birthday.

00:05:41.860 I got my buddy here.

00:05:43.080 Billy Gene is marketing.

00:05:44.600 What's up, dude?

00:05:45.700 Hey, thank you for having me.

00:05:46.800 First of all, let me jump in and just say I'm stealing a quote. 0.93

00:05:50.380 Don't bitch about free. 1.00

00:05:52.340 Fuck you. 1.00

00:05:53.080 Don't bitch about free. 1.00

00:05:54.560 I'm at home. 0.98

00:05:55.640 I'm at home is how I feel right now.

00:05:57.160 I feel calmed by that. 0.98

00:05:58.860 Bro, it's ridiculous.

00:06:01.780 The word entitlement can be used to describe so many different aspects of people, but when 0.99

00:06:06.400 you have somebody that's giving you shit of value for free and you're bitching about 1.00

00:06:10.120 it, you're pretty much a piece of shit. 1.00

00:06:12.180 Right. 1.00

00:06:12.580 That's it.

00:06:13.100 It's a fair.

00:06:13.820 Yeah.

00:06:14.520 So, remember that when you bitch about people's content. 0.97

00:06:18.440 Look, I'm not the only one that people ... I see it on everybody's videos.

00:06:21.600 They bitch about my shit and I'll be the first one to tell them, fuck if I don't care. 1.00

00:06:24.520 Right. 1.00

00:06:24.820 It's like, what are you doing?

00:06:27.360 Or they'll say, you know, like I see it, they'll say stuff to the other guys out there 0.99

00:06:32.020 who are doing a lot of free content, like Gary, and they'll say shit to them. 0.99

00:06:35.940 It's like, dude, you know what? 0.97

00:06:37.600 If you don't agree, that's one thing, but just because somebody's saying something the

00:06:42.440 way you don't like it and 90% of it you like, and then you're going to attack them

00:06:46.480 on the 10% because, you know, this or that. 1.00

00:06:49.320 Dude, fuck you. 1.00

00:06:50.200 There's people doing this shit free. 1.00

00:06:51.700 It's 100% entitlement. 0.99

00:06:53.160 Yeah.

00:06:53.320 It's kind of weird.

00:06:53.840 It's like, what do I owe you?

00:06:54.740 I don't know you.

00:06:55.780 It's kind of a weird phenomenon that it's really always the non-contributing zeros that are

00:07:00.360 the ones that are playing. 0.99

00:07:00.960 The talk shit. 1.00

00:07:01.580 The loudest truth. 1.00

00:07:02.340 Yeah.

00:07:03.160 That's the truth.

00:07:03.900 It really is weird.

00:07:04.540 Yeah.

00:07:05.360 So, before we get into what we want to talk about, dude, let's get into a little bit

00:07:11.140 of just let people know, you know, your background, your entrepreneur story, and just, you know,

00:07:17.000 kind of let people know what you're doing, you know, where you came from, what you're

00:07:19.220 doing now.

00:07:19.560 Sure.

00:07:19.820 For the sake of value, I hate spending a whole bunch of time on myself.

00:07:22.800 Yeah. 1.00

00:07:22.960 That's the fucking most boring shit. 1.00

00:07:24.580 Here's the bottom line. 1.00

00:07:25.800 This is more just edifying you.

00:07:28.480 Oh, there you go.

00:07:29.140 Yeah.

00:07:29.360 All right.

00:07:29.500 I'm great.

00:07:29.880 So, I'm the best in the world when it comes to using advertisements to turn clicks into

00:07:33.300 customers.

00:07:33.800 That's like what we say.

00:07:35.420 And simply, man, I went to college, University of San Diego, born and raised in San Diego.

00:07:39.720 I dropped out, and I didn't go to my last class.

00:07:42.920 And I was one class away, still am today, from getting my business degree.

00:07:45.960 I went to Cabo with my ex-girlfriend. 0.99

00:07:47.560 I started a mobile oil change company that went to shit. 0.96

00:07:50.340 I ended up in an online university where I was making 600 cold calls a day, asking people 0.96

00:07:54.260 to go to college, ironically, when I didn't finish it. 0.98

00:07:56.960 So, I was that hypocrite. 0.72

00:07:58.560 And then after that, I saw the power of the internet and how you could impact people with 0.68

00:08:03.140 these online courses.

00:08:04.300 And so, long story short, I ended up selling this online quit smoking program.

00:08:09.140 And at the time, I had no idea how to do it.

00:08:11.220 So, I tried call centers.

00:08:12.520 I tried cold calls.

00:08:13.140 I did everything under the sun that you can imagine.

00:08:14.720 Then I finally stumbled across this thing called Facebook ads.

00:08:17.400 And when I started advertising on Facebook, I made like one or two sales.

00:08:21.140 I still lost money, but I realized it was possible. 0.97

00:08:23.180 And it happened when I was asleep, and I got fucking obsessed. 0.74

00:08:25.300 I was living at my mom's house at the time. 0.96

00:08:27.500 I started running one ad.

00:08:28.440 Then I started to go to Craigslist and find companies who were looking for marketing people.

00:08:32.940 And I'd call them and say, look, instead of hiring a full-time employee, which is expensive,

00:08:36.320 pay me as a contractor. 0.95

00:08:37.840 And I just would fucking cold call people with the same script again and again. 0.96

00:08:40.500 And that's how I started to build up my business. 0.91

00:08:42.400 Fast forward, we started working with some of the largest franchises in the world.

00:08:45.780 A ton of them, like from your massage interviews or your Orange Theory Fitness to your Club

00:08:49.360 Pilates, like that whole fitness niche.

00:08:51.420 We worked with them.

00:08:52.200 And we did Facebook ads to bring them customers.

00:08:54.900 Also, too, the biggest thing about my career that I want everyone to understand is that

00:08:58.640 I didn't try and do an agency on purpose.

00:09:01.400 I just kind of knew about this Facebook stuff.

00:09:04.400 Dude, which is like the thing right now. 0.99

00:09:05.680 Like everybody's a fucking agency. 1.00

00:09:07.680 It's so annoying. 1.00

00:09:08.400 And none of them know what the fuck they're doing. 0.99

00:09:09.780 Dude, it's crazy. 0.98

00:09:10.600 And so for me, when I was at my mom's house, I didn't have any credibility.

00:09:14.380 So I told people, look, you don't have to pay me if you don't make money.

00:09:17.540 Yeah.

00:09:17.880 So I had to learn how to get them results, ROI.

00:09:20.840 So I never got into like the branding side at first.

00:09:23.720 It was all very simple.

00:09:24.900 You give me more money.

00:09:26.340 You give me money.

00:09:27.020 If you don't make more money, you don't pay me. 0.87

00:09:29.460 So I got really fucking good because I had to. 0.88

00:09:31.720 Right. 0.91

00:09:31.900 I got no money if I didn't win.

00:09:33.320 So I only could win.

00:09:34.340 And that's kind of how I am today.

00:09:35.500 Yeah.

00:09:35.980 Well, dude, that's the thing, though, is how many people are willing to learn something new

00:09:40.620 now by. 0.97

00:09:42.180 Dude, first of all, people just aren't willing to fucking go out and get their head beating anymore. 0.95

00:09:46.040 They're just not. 0.79

00:09:47.520 So and the other thing is, is, dude, how many people are willing to what we talk about on

00:09:51.620 the show all the time and what I live with my company?

00:09:54.420 We're probably the only company that I know of on earth that offers 110 percent money back

00:10:00.620 guarantee, which if you really wanted to, you could turn ordering first form supplements

00:10:05.200 and returning them into a career.

00:10:06.880 OK, it'd be a very low margin. 1.00

00:10:09.980 You'd be a dick. 1.00

00:10:10.460 But you could do it. 1.00

00:10:11.040 But you could do it. 1.00

00:10:12.080 And but the point is, is we stand behind our shit because we do the right thing. 0.98

00:10:15.740 And, dude, when you're willing to do that and you're willing to do it over the course 0.99

00:10:18.520 of time, guess what?

00:10:19.180 You're going to be one of the first major clients I got that was in the franchise.

00:10:22.420 He he called me and he was counseling the day he was going to pay.

00:10:25.120 He's like, honestly, I heard this Facebook stuff doesn't work like we can't do it.

00:10:28.660 So I sent him an email. 0.99

00:10:29.400 I was so desperate because I was depending on that money to pay my shit. 0.99

00:10:31.980 So I said, look, if you don't make money, I will triple what you're paying me. 0.99

00:10:35.800 He's like, well, you send that to me in an email.

00:10:37.120 So I was on the phone.

00:10:37.760 I said, stay right there.

00:10:38.400 I sent him an email that said, I'm going to triple what I pay you if I don't make you the money.

00:10:41.460 I got him 123 leads in one day, the most he's ever seen.

00:10:45.200 He called up six other people who had a location and that's how I started blowing up in the

00:10:48.900 franchises.

00:10:49.560 Dude, I got a funny story that's very similar to that.

00:10:53.820 Ryan Riggle, who works here at First Form now, he's one of our executives at First Form.

00:10:57.700 When I met him, he sold cable TV advertising, right?

00:11:03.180 And, dude, I couldn't afford anything because we weren't making any money.

00:11:06.640 Um, so he called on me for like two years straight, like literally got to the point.

00:11:14.480 It was, it was the point where like he got annoying and then I just accepted that he wasn't

00:11:19.320 going to quit.

00:11:20.240 And so he just showed up, we'd hang out and then he would leave because I couldn't do any

00:11:24.260 business because I couldn't afford it.

00:11:25.340 So it was like, like he called on me, then he just kept, kept showing up and I was annoyed.

00:11:31.120 Like I'd, I'd see him in the store and I would like not go in the store cause he was in

00:11:34.800 there even when Andy wasn't in there. 0.96

00:11:37.540 It was fucking funny. 0.96

00:11:38.440 Yeah. 0.98

00:11:38.580 And then, uh, next girlfriend.

00:11:40.380 Yeah.

00:11:40.560 Right, dude.

00:11:41.060 And then it got to the point where I just ignored him cause he's going to be in there.

00:11:44.580 And then finally, like we started, I'm like, so dude, look, yo, but that's it.

00:11:48.160 Yeah.

00:11:48.340 That persistence is it.

00:11:49.380 That's what no one has anymore. 0.99

00:11:50.640 When they hear no, you just fucking quit. 0.99

00:11:52.180 Yeah. 0.99

00:11:52.480 Like that's where the words are.

00:11:53.680 This was the, this was the dude, wait till I tell you what happened.

00:11:58.000 So he sold the TV advertising and, and we were going to do a radio campaign.

00:12:02.680 And he's like, all right, well, and he thought about it like this.

00:12:05.280 Well, if I could help them become successful on radio, even though I'm not making anything

00:12:09.140 though, I, he's, I'm going to earn his trust and we'll move forward.

00:12:13.540 What makes me money, obviously.

00:12:15.320 Yeah.

00:12:15.620 So he helped us with this radio thing.

00:12:17.480 And he, I remember him telling me like, dude, it was like, I don't know.

00:12:21.980 It was like four grand a week.

00:12:23.460 Okay.

00:12:23.900 And we spend a hundred grand a week now.

00:12:25.960 So, um, but dude, we didn't have four grand a week. 0.98

00:12:29.320 Like fucking, it meant like it was a difference between us eating and not eating. 0.98

00:12:32.940 Right. 0.99

00:12:33.260 So he's like, look, man, he's like, you gotta, you gotta stick with this for 12 weeks.

00:12:38.000 Otherwise it's not going to work.

00:12:39.700 So he, I got me to agree to that.

00:12:42.360 It's a big ass commitment at the time.

00:12:43.920 Right. 0.92

00:12:44.320 Huge deal.

00:12:45.400 So eight weeks in nine weeks in, dude, we literally had not gone up at all in sales, 0.99

00:12:50.620 like zero fucking dollars. 0.99

00:12:52.440 And I'm freaking the fuck out. 1.00

00:12:53.920 I'm like, Holy fuck, dude. 0.99

00:12:55.020 I mean, we just spent all this money. 1.00

00:12:57.220 We're getting zero results.

00:12:58.880 And, and previous to this, I've been in business for like 10 years.

00:13:02.900 Okay.

00:13:03.780 And I had started and stopped advertising so many times because I never learned what I

00:13:09.060 was about to learn now.

00:13:10.380 And, and so he's like, dude, look, he's like, if you don't, if you're, if your business

00:13:19.680 doesn't, if this doesn't work out after 12 weeks, I'll give you your money back.

00:13:23.460 And I'm like, I like him. 0.65

00:13:25.740 I'm like, how the fuck is this guy going to give me his money back? 0.91

00:13:28.040 So I'm like, all right. 0.92

00:13:29.400 And he, dude, clearly I, you know, he didn't have the money to give me back.

00:13:33.340 I knew this.

00:13:34.060 I know this now.

00:13:34.660 I didn't know it at the time.

00:13:36.240 And he was just like, he just was trying to get me to calm down.

00:13:40.140 Well, dude, like 10 weeks in, uh, we, our business went up a little dude, uh, literally

00:13:45.880 on week 13, our business was double what it was on day one. 0.99

00:13:48.920 No shit. 0.97

00:13:50.280 That's Bravo. 1.00

00:13:50.900 Yeah.

00:13:51.080 So now we went into not only that, but like he, we started buying ads from him for cable

00:14:00.920 where he started getting paid.

00:14:01.880 We can, their number one, his number one customer. 0.99

00:14:04.020 And then after a few more years, I just fucking hired him. 0.89

00:14:07.660 And now he, like, he has a way better career here than he had there. 0.95

00:14:11.680 And it was all because he was willing to stand behind the advice that he was giving. 0.97

00:14:16.540 You know, the problem that we have right now is that we have these fucking quote unquote 0.96

00:14:20.520 entrepreneurs teaching people how to open digital ad agencies because nobody knows how 0.98

00:14:25.980 to market.

00:14:26.580 And that's true.

00:14:27.540 Nobody does know how to market.

00:14:29.040 It's a problem.

00:14:29.440 But the answer isn't for you to go out and start a digital online agency when you don't 0.99

00:14:34.020 know what the fuck you're doing either. 0.97

00:14:35.440 That's just out of integrity. 0.99

00:14:36.740 That's, I was going to say, you said something very crucial that a lot of people do not understand.

00:14:40.100 And you're like, I didn't set out to make an agency.

00:14:42.140 You just got good at a particular set of skills and then evolved from there.

00:14:46.340 See, people spend so much time chasing the money. 0.98

00:14:48.680 But if you fucking chase solving the problem, the money flies. 0.97

00:14:52.240 Dude, it comes in boatloads because you're solving the problem better than anybody. 0.98

00:14:57.960 And dude, that's a huge problem right now because there is a huge need for digital agency

00:15:04.200 quote unquote experts.

00:15:06.320 But the problem is, is that none of them are experts.

00:15:09.120 And it comes down to unwillingness.

00:15:11.960 So think about this.

00:15:13.820 Doctors, 10 years to get their degree.

00:15:16.320 Then they'll do another two years in residency.

00:15:18.020 Attorneys, six years in school, seven, eight years when they can practice all that. 0.99

00:15:22.260 Entrepreneurs, one fucking course for 300 bucks online. 1.00

00:15:25.120 They think they're a fucking professional. 1.00

00:15:26.500 It's the craziest year ever. 1.00

00:15:27.880 They're going to come in and tell someone who's a bit, dude, I had these motherfuckers 1.00

00:15:30.780 call on me. 1.00

00:15:31.540 They don't even know my background.

00:15:33.060 Like I started in direct response. 1.00

00:15:35.100 I'm a copywriter by fucking trade. 0.99

00:15:37.460 Okay. 0.99

00:15:37.740 I started selling fucking fix your credit books that I wrote when I was 17 years old 0.99

00:15:43.700 in a newspaper. 0.99

00:15:44.580 All right. 1.00

00:15:45.120 So I've been writing copy for 20 fucking years and I got these motherfuckers sending 0.99

00:15:49.840 me emails saying, Hey, I can help you with your digital ads. 1.00

00:15:54.340 Motherfucker. 1.00

00:15:54.740 Motherfucker, we spent a hundred grand a day on Facebook. 1.00

00:15:56.480 You can't help me with shit. 1.00

00:15:58.140 Fuck you. 1.00

00:15:59.160 Go learn something. 1.00

00:16:00.140 You know what I mean?

00:16:00.780 It's real though.

00:16:01.400 But so, and dude, this is why, this is why I wanted to have you on the show because you're

00:16:07.620 one of the, you're one of the people that has truly become a real expert in this space,

00:16:14.440 which is awesome for you because the space is so wide open right now.

00:16:18.680 It's really good timing, man.

00:16:19.360 Yeah, bro.

00:16:19.820 And the thing is, is like, dude, you're, you're combining so many of these different

00:16:25.060 elements that I've always been interested in because I love copywriting and I love direct

00:16:29.260 response and I love branding, which by the way, you need all three.

00:16:32.220 But what you've done is you've taken guys who, dude, the Frank Kearns of the world, the guys

00:16:40.240 who are, you know, Craig Clemens, these dudes who have like, yes, they've, you know, even

00:16:45.280 Dean Graziosi, guys who have taken copywriting and turned it into billions of dollars.

00:16:51.760 And what you've done is you've taken it and you've applied it to what the tools we have

00:16:56.940 now, which is awesome.

00:16:58.440 And that's the thing that's changed.

00:16:59.980 And what a lot of people aren't realizing is look, business is always going to be the

00:17:03.220 same, right? 0.99

00:17:03.840 You put a message in front of somebody, you ask them if they want to buy some shit, you 1.00

00:17:07.140 keep them happy. 0.99

00:17:07.720 You keep them coming back.

00:17:08.580 Yeah. 1.00

00:17:08.980 But the coming back part is the part that none of these motherfuckers get. 1.00

00:17:11.780 No one's getting it. 0.98

00:17:12.500 That's how you stay in business and build a real brand that lasts forever.

00:17:14.840 But the biggest thing that I see is that the ABC, the CBS, the TV stations, the radio,

00:17:21.380 the billboards have all switched to Facebook, Instagram, YouTube now.

00:17:25.060 But the reason why somebody picks up a newspaper was different than why somebody goes into social

00:17:29.640 media today.

00:17:30.560 And that's to be entertained.

00:17:32.120 You solely go there because you're sitting there bored. 0.99

00:17:34.460 You're fucking listening to this podcast. 0.99

00:17:35.480 You have your phone up. 1.00

00:17:36.340 You're seeing what your friends are doing.

00:17:38.100 Therefore, if that's why everyone's there, you have to play by the rules.

00:17:41.560 Right.

00:17:41.740 You can't just come there and say, buy my stuff, buy my stuff, buy my stuff.

00:17:44.760 Which is what everybody does.

00:17:46.460 It's so good.

00:17:47.440 It's crazy. 1.00

00:17:48.280 Dude, like these motherfuckers in the fitness industry, like every fucking day I see them. 1.00

00:17:53.340 And dude, you can always tell people who don't know what the fuck they're doing by how often 1.00

00:17:58.000 they run a sale. 0.98

00:17:59.080 Because if their main strategy is to run a sale, that means they don't know what the 0.99

00:18:03.680 fuck they're doing. 0.99

00:18:04.240 Yep. 1.00

00:18:05.220 I mean, you-

00:18:05.860 A thousand percent.

00:18:06.380 Yeah. 0.99

00:18:06.740 Like, dude, they never run a fucking sale, by the way. 1.00

00:18:08.680 And you kill your margins. 1.00

00:18:09.420 Yeah.

00:18:09.740 Like, it's just, and then your customer sits there and they will not buy regular because 0.99

00:18:13.020 they know you're about to have a sale and it fucks your whole shit up. 1.00

00:18:15.420 It's the dumbest shit I've, and all I see from these fitness motherfuckers, and a 1.00

00:18:20.020 lot of them are my friends, but I try to tell them this shit and they're just like, no, 1.00

00:18:23.160 it works. 0.99

00:18:24.020 I'm like, you don't think it works because you don't realize how well it would work if

00:18:27.560 you didn't do it.

00:18:28.000 You wouldn't be doing it, yeah. 0.98

00:18:29.320 But like, dude, they're getting on Facebook or Instagram every fucking day. 0.96

00:18:34.120 Dude, today's special is this. 0.99

00:18:36.780 Today's deal is this. 1.00

00:18:38.140 Buy my shit today. 1.00

00:18:39.000 67% off. 1.00

00:18:39.480 Yeah.

00:18:40.180 77% off today.

00:18:42.000 Well, what's it going to be tomorrow?

00:18:43.200 78%?

00:18:44.140 So guess what I'm going to wait, you know?

00:18:45.880 And like, dude, they're training their customers to only buy when they're running a sale, which 0.97

00:18:51.540 means you're taking your margin, which would be X, and you're dividing it into fucking by 0.93

00:18:58.460 three, and now you're operating your entire company on a margin that doesn't make sense 0.93

00:19:02.420 mathematically.

00:19:02.880 See, and I'm going to give your audience something real tactical.

00:19:05.340 So if you guys are listening at home right now, I'm going to give you like the simplest 0.99

00:19:07.580 exercise that will fucking allow your business to grow sales without discounting shit. 0.98

00:19:11.900 And all you have to do is you take a blank piece of paper, okay? 0.99

00:19:13.980 And you think about who your ideal customer is, the person you want to be your customer.

00:19:18.100 Then I want you to draw a giant capital T on that piece of paper.

00:19:21.820 On the left-hand side, I want you to write the word problem.

00:19:24.400 On the right-hand side, I want you to write the word solution.

00:19:27.500 Then I want you to write the top five problems that your potential customer is facing.

00:19:32.480 Then I want you to create a video solving each one of those problems. 0.99

00:19:36.420 And at the end of the video, ask them to fucking buy. 0.97

00:19:39.820 Super simple formula. 0.99

00:19:40.940 I'm telling you, it works every single time in every single industry.

00:19:43.980 Because then they're buying because they want the solution, not because it's a discount

00:19:48.220 and I might as well grab it.

00:19:49.380 Then they don't even end up using the product or service anyway.

00:19:51.520 Dude, they certainly aren't going to believe in it.

00:19:53.440 No way.

00:19:53.700 They certainly aren't going to promote it for you.

00:19:55.420 They aren't going to post it on Facebook. 0.99

00:19:56.960 They're not going to tell their fucking friends. 1.00

00:19:58.960 You know why? 0.99

00:19:59.960 Because nobody feels good about buying something on a discount other to themselves. 0.93

00:20:04.040 People don't brag about, oh, dude, I bought this fucking this for this and it was 0.92

00:20:08.420 this percent off. 0.96

00:20:09.260 That's what people that have very little money do.

00:20:12.660 The people who are going to be your customers for life, who are going to promote your business,

00:20:16.920 they're people who are going to be proud to pay the price for your product because it

00:20:22.140 legitimately helps them.

00:20:24.300 Hell yeah.

00:20:24.760 You know what I mean?

00:20:25.240 That's for sure.

00:20:25.500 And then they brag about it.

00:20:26.680 Yeah.

00:20:26.940 So now you're harnessing the power of the tools that we have, aka social media, to your

00:20:32.460 advantage.

00:20:33.060 Yep.

00:20:33.360 You see what I mean?

00:20:33.940 And in addition to that, if I ask you guys right now, why do people buy?

00:20:37.600 People will answer, because they like you.

00:20:39.540 Yeah.

00:20:39.780 But for some reason, when we go online, we forget about being liked.

00:20:42.920 Right.

00:20:43.060 That's still necessary.

00:20:44.180 That's still the reason why people want to buy.

00:20:45.620 So I always tell people, the reason why we, as an agency, for the last four years, every

00:20:50.500 single client we've worked with, we've required them to use video ads.

00:20:54.100 And if they don't use video ads, we will not work with them.

00:20:56.720 Because they keep selling their product service, but they forget to sell themselves.

00:21:00.100 And so I say, people, I say, look at your sales process.

00:21:02.540 And then I want you to evaluate and ask yourself this one question.

00:21:04.980 At what point in the sales process do we make the customer laugh or smile?

00:21:10.620 And if every single step of that process, when you're touching a customer, you're not doing

00:21:13.900 those two things, you're missing an opportunity to create those raving fans that you're talking

00:21:17.160 about that keep coming back again and again and again.

00:21:19.280 It's something people don't think about, but it's so important. 0.96

00:21:21.180 Well, dude, so your formula, it's very simple, but it's fucking brilliant. 0.95

00:21:25.160 Yeah. 0.85

00:21:25.400 And the most brilliant things in the world happen to also be simple.

00:21:29.120 Always. 0.95

00:21:29.500 Because no one could actually judge something as brilliant if they can't fucking understand 0.97

00:21:32.620 it. 0.98

00:21:32.960 All right?

00:21:33.820 So you have entertain, educate, and execute is your three main points.

00:21:37.620 My world.

00:21:37.860 Now, you touched on entertaining.

00:21:39.860 What about the guy?

00:21:41.340 What about the, like, dude, I've been fortunate.

00:21:43.540 And I am not blessed with a good personality.

00:21:45.960 Believe me.

00:21:47.020 I have had to develop it.

00:21:48.620 All right?

00:21:49.100 I believe you.

00:21:50.000 Yeah.

00:21:50.620 Like, I'm not naturally charismatic.

00:21:53.540 Like, people think that I am, but I'm not.

00:21:55.280 I'm an introvert. 0.98

00:21:56.100 And I don't really fucking like people. 0.98

00:21:57.680 And that's the truth. 0.93

00:21:58.580 So I've had to work really hard at developing a personality for audio and video because of

00:22:07.240 the entertainment aspect.

00:22:08.200 Now, you take this so much further than anybody else is right now.

00:22:12.620 But let's talk about the guy who, let's say, isn't good.

00:22:17.940 He's, I don't have the personality.

00:22:19.920 I'm not somebody who's good on camera.

00:22:22.260 Right.

00:22:22.720 I'm holding up my quote fingers here.

00:22:24.300 Well, I'd say number one with what you just said is you realize something that nobody realizes,

00:22:29.880 and that's entertainment is not a choice.

00:22:32.160 It's required if you want to succeed.

00:22:33.780 Right?

00:22:33.940 So the first thing is owning the fact that you saying to yourself, well, I'm just not 0.99

00:22:37.580 that personality, you're fucked, and just stop doing business, and that's fine. 0.98

00:22:40.480 But for entertainment, it doesn't always have to be about you. 0.99

00:22:43.100 So if you guys are, again, if you listen to this whole podcast, you should have a piece

00:22:45.660 of paper and a pinout.

00:22:46.600 The other three things I'll give you are these.

00:22:48.700 Number one is props.

00:22:50.140 Number two is music.

00:22:51.820 And number three is environment.

00:22:53.760 Okay? 0.99

00:22:54.200 So regardless if you're boring as shit or you think yourself is boring, everybody can buy 1.00

00:22:57.720 a prop. 0.99

00:22:58.380 So if you go to Amazon and look for oversized or really small anything, it's a great way to

00:23:03.140 grab people's attention.

00:23:03.940 A giant card.

00:23:04.960 Have you ever seen a giant card?

00:23:06.440 A giant set of flyers?

00:23:07.300 A giant anything?

00:23:07.840 A giant shoe?

00:23:08.640 Whatever industry, whatever your customer is looking for. 0.99

00:23:11.020 A midget. 1.00

00:23:11.760 Like get something oversized and do that.

00:23:14.060 So find props.

00:23:14.940 You can get them on Amazon.

00:23:15.840 They'll ship them.

00:23:16.480 Use cash cannons. 1.00

00:23:17.400 You can use all kinds of shit. 1.00

00:23:18.400 Okay? 1.00

00:23:18.880 Next is music.

00:23:20.080 So there's two websites that we love for this.

00:23:22.060 Audiojungle.net and artlist.io.

00:23:25.700 A-R-T-L-I-S-T dot I-O. 0.91

00:23:28.220 Those are websites where you can search for music by emotion.

00:23:31.720 So you can type in angry.

00:23:33.940 You can type in sad.

00:23:35.500 Oh, that's cool.

00:23:36.320 So whatever the tone of your video is, again, if you're not the funny guy- 0.99

00:23:40.400 Save you fucking hours of time. 0.99

00:23:41.780 Oh my God. 1.00

00:23:42.520 And here's the thing.

00:23:43.240 There's $7 to use a song.

00:23:45.220 Yeah.

00:23:45.380 And you can actually legally use them on social media when you're advertising so you don't

00:23:49.200 have to worry about your ad being flat.

00:23:50.920 And then the third thing is environment.

00:23:52.520 Go somewhere weird that people don't typically see. 0.93

00:23:55.320 It doesn't cost you anywhere to fucking walk somewhere or Uber somewhere. 0.98

00:23:58.560 Maybe it's only a couple bucks. 0.97

00:23:59.780 Do it on top of a mountain.

00:24:00.920 Do it underwater.

00:24:01.760 There's underwater cameras.

00:24:02.960 Do something that people are going to have to watch because if you don't grab someone's

00:24:06.340 attention in the first five seconds in social media-

00:24:08.380 It's over.

00:24:08.600 You lose every time.

00:24:09.200 Yeah.

00:24:09.680 It's over.

00:24:09.860 That's it.

00:24:10.060 So, dude, and here's something I want to add to this, and I've said this before on some

00:24:15.400 of the other podcasts.

00:24:18.020 Because of the way you talked about the rules have changed, okay?

00:24:22.260 We have different tools that have different rules.

00:24:25.320 Now, whereas you go to business school right now, they're going to talk to you about the

00:24:30.500 importance of your logo and your branding and this and that and this. 0.97

00:24:35.300 Motherfucker, people are more connected than they ever have been in the history of 0.98

00:24:40.040 earth. 0.99

00:24:40.920 People are not buying from a corporate logo anymore.

00:24:43.940 In fact, they want the opposite of that.

00:24:46.700 They want to see who's behind the logo.

00:24:49.340 They want to see the person step outside of behind the logo and become the personality

00:24:55.160 and that's who they want to buy from.

00:24:56.680 Dude, it's the same reason why, like, Progressive, they brought Flo in, you know, the insurance

00:25:01.060 check?

00:25:01.280 Because they had to put a person to it.

00:25:02.380 But this is why you're seeing all the little companies chip away at these, like, yes, there's

00:25:06.740 these huge companies right now that are still doing well, but they are not doing as well

00:25:10.120 as they were five years ago because all these little guys have figured out something that

00:25:15.340 they had before, which was a liability, which was this.

00:25:19.220 They are small.

00:25:20.420 They are people.

00:25:21.200 And if people want to buy from people and can see the people they buy from, they will

00:25:25.760 go for that business or that product every time over the big corporate giants of the

00:25:32.560 past.

00:25:33.360 So what you think is a liability, you know, I'm not big enough, I don't have the funds,

00:25:38.720 I don't have this, I don't have that, is actually a tremendous advantage that the big

00:25:42.840 companies can't fake because they're too big.

00:25:45.200 You know, so it's a huge part of just, you know, understanding the dynamic of the rules

00:25:51.380 is like the things that you think, oh, I can't afford to run this ad or I can't afford

00:25:55.640 to do this or I can't afford to make these videos.

00:25:58.060 Dude, the fact that you can't afford that is actually your biggest advantage against them.

00:26:02.740 Yeah.

00:26:02.880 And in addition to that, there's a lot of ways to get around the affording part.

00:26:06.160 Like when you just told that story, you said it was going to cost me four grand a week

00:26:08.860 to run this billboard ad. 0.99

00:26:09.780 For a lot of people, that's like, what the fuck? 0.97

00:26:11.420 Like today you can run an ad on Facebook for $5 a day. 1.00

00:26:15.680 Dude, stop buying your fucking Starbucks and now you have the time and the money. 0.99

00:26:18.940 It's changed how companies can grow. 1.00

00:26:20.320 Think about this.

00:26:21.740 So five, six years ago before social media really got to where you could do what we're

00:26:27.000 talking about, maybe seven years ago now, we have a franchise company, right?

00:26:32.720 So for us to, let's go to, to open our brick and mortar retail stores in let's say Chicago,

00:26:39.620 one of the biggest metropolitan areas.

00:26:42.260 You have to think about this.

00:26:44.180 What would it cost before the new, before the new way of advertising, the new way of

00:26:49.120 marketing, which is Facebook and YouTube and social Instagram, podcasting, all this other

00:26:54.340 shit that a lot of it's free. 0.80

00:26:55.720 Yeah. 0.98

00:26:56.140 If, if it's not free, you can highly target it down to where you're actually getting your

00:26:59.560 best customers for not much money.

00:27:01.220 But before that, if we wanted to go to Chicago for me to cover the entire area, think of

00:27:09.980 what it would cost me to buy radio, television, billboards in an area like that.

00:27:15.700 We, our company simply could not afford to go there and do that.

00:27:19.720 It'd be impossible.

00:27:20.320 Billboards in San Diego.

00:27:21.420 So I did as an experiment, like I'm a social guy, but I desk with all kinds of advertising.

00:27:25.560 Yeah.

00:27:25.740 It's like 36,000 bucks for four billboards for three weeks.

00:27:29.380 Yeah.

00:27:29.860 It's insane.

00:27:30.240 That's what it costs.

00:27:30.840 Yeah. 1.00

00:27:31.640 For fucking four billboards. 1.00

00:27:33.040 Yeah. 1.00

00:27:33.520 It's insane, dude.

00:27:34.660 And, and, but, but the limiting factor of growth right now, even for companies that

00:27:40.420 are brick and mortar.

00:27:41.140 And by the way, a lot of people say, Oh, brick and mortar is dead.

00:27:43.240 No, it's not. 1.00

00:27:43.820 It's not the motherfuckers. 0.99

00:27:45.020 You just don't know how to fucking market properly with the new tools. 0.99

00:27:48.960 Brick. 1.00

00:27:49.500 People still want to buy from motherfucking people. 1.00

00:27:51.600 People, they come in our stores every fucking day, see our people who, by the way, they 0.99

00:27:58.060 entertain, they educate and they equip, which is funny because we use equip instead of, instead 0.98

00:28:04.060 of execute, because we want people to leave with the tools they need to get the result.

00:28:07.260 Right.

00:28:07.620 So, um, but people still want that connection, man. 0.99

00:28:12.300 And you have some of these fucking experts right now. 0.99

00:28:14.540 Oh, brick and mortar is dead. 0.99

00:28:15.560 No, it isn't.

00:28:16.200 No, it'll never be dead. 0.99

00:28:17.560 It'll never fucking be dead. 0.98

00:28:18.820 Billy Jean, I have a followup question for you. 0.83

00:28:20.780 You said, uh, props, music and environment.

00:28:24.260 And with music, you talked about like connecting with the right emotion.

00:28:27.580 Yep.

00:28:27.860 So for environment in your experience, have you found that there's, should there always

00:28:32.640 be a consistency?

00:28:33.560 Like, let's say you're, you're, you're presenting something like it's an information product.

00:28:37.100 It's education.

00:28:38.240 Should the environment necessarily be consistent?

00:28:40.700 Like, like, should you choose a library or a classroom or is it better to actually switch

00:28:46.860 things up?

00:28:47.560 You gotta remember, we're talking about two different things.

00:28:49.920 You're talking, we're, we're talking about marketing.

00:28:54.240 You're talking about the actual product.

00:28:57.260 Well, yes and no.

00:28:58.360 I mean, I guess I'm thinking about like, if you're buying, if you're trying to pitch some,

00:29:02.640 something that's maybe helping people be smarter and you're creating an ad for that,

00:29:06.260 right?

00:29:06.560 Like, I mean, would you personally record that ad in an environment that sort of calls to

00:29:12.220 mind smarts or is that?

00:29:13.500 I would test both.

00:29:14.960 So there's a school of thought where when you run an ad and let's say like we're going

00:29:18.720 after people in fitness.

00:29:19.900 Well, if there's an ad in a gym, they're probably going to stop and look the first five seconds

00:29:23.680 because that's what they're used to saying.

00:29:24.900 That's the language that they speak.

00:29:26.100 But at the same time, there's little things that you can do to grab attention in that

00:29:31.020 same environment, like start below the camera. 0.97

00:29:33.480 So for example, one of our best performing ads is literally I crouch down and I just fucking 0.88

00:29:38.080 pop up and go, yo, what's up? 0.76

00:29:39.640 And so, and like, here's a huge, huge tip. 0.86

00:29:42.020 Look, we live in a day and age where everybody fucking knows they're being advertised to. 0.99

00:29:46.100 Fucking customers are smart. 1.00

00:29:47.280 They're not dumb. 1.00

00:29:48.080 Right. 0.80

00:29:48.320 So please stop.

00:29:49.860 Try to be slick. 0.99

00:29:50.740 Try to be fucking slick. 0.99

00:29:51.860 And break down the fourth wall. 0.98

00:29:54.180 So like almost every ad I do for like our company, when I'm trying to reach entrepreneurs,

00:29:57.940 I literally say, hey, hey, hey, hey, you're watching this ad on YouTube right now.

00:30:03.240 And I know you were looking at cat videos, whatever the fuck else you were doing, but

00:30:06.060 I got something important to say, but actually acknowledging them and saying it's cool.

00:30:10.640 It's an ad.

00:30:11.540 It's amazing.

00:30:12.940 Okay.

00:30:13.220 And dude, which also, by the way, builds one of the most important concepts to you retaining

00:30:19.340 the customer past the sale, which is trust.

00:30:22.380 Okay.

00:30:22.900 Amen.

00:30:23.160 So what you're doing by doing that is you are, you are making them trust you. 1.00

00:30:28.160 They say, hey, this motherfucker is telling me the truth. 1.00

00:30:30.700 Exactly. 1.00

00:30:31.020 Okay.

00:30:31.160 So they might not say, oh, I trust this guy a hundred percent the first time, but you're

00:30:34.940 planting the right seeds. 0.80

00:30:35.840 At least he's talking to me and not fucking pretending like talking around me on some 1.00

00:30:38.740 ninja shit. 0.99

00:30:39.260 And dude, how, I, I, I asked this question a lot when I speak, I said, how many of you, 0.99

00:30:43.560 how many of you people raise your hand if you know when you're getting advertised to

00:30:46.940 and they all raised their hand. 0.99

00:30:48.060 I said, okay, what makes you so fucking smart that you think you could fucking advertise 0.97

00:30:52.320 and people aren't going to know you're advertising to them? 0.99

00:30:54.600 You know what I'm saying?

00:30:55.740 It's real. 1.00

00:30:56.220 Every motherfucker raised their hand in the room. 1.00

00:30:58.180 Everyone, you know? 0.99

00:30:59.520 So dude, like be real, be genuine.

00:31:03.220 Yeah.

00:31:03.740 It's a crazy secret, but it's real.

00:31:06.120 I was going to say that reminds me of when you were in Miami for Gary V's event and you

00:31:09.600 were talking to the insurance. 1.00

00:31:11.080 Take your fucking face off your motherfucking card. 1.00

00:31:14.440 No one gives a fuck what you look like. 1.00

00:31:16.500 Wait. 0.99

00:31:16.620 Hey, my, my, my favorite example of that is real estate agents. 0.99

00:31:20.240 They all have the same fucking LinkedIn picture like this. 0.99

00:31:22.500 I went on about this every fucking time. 1.00

00:31:24.400 I went on about this for 30 fuck. 1.00

00:31:26.660 You made them raise their hands too, didn't you? 1.00

00:31:28.420 I go, how many of you motherfuckers have your face on your business card or on the side of 1.00

00:31:32.460 your car or on your, on your billboard? 1.00

00:31:35.020 And every motherfucker raised your hand. 1.00

00:31:37.020 I said, I said, why do you do that? 1.00

00:31:39.480 And not that none of them could answer.

00:31:41.140 Right.

00:31:41.700 The only person did it.

00:31:42.780 Cause that person did it.

00:31:43.740 Exactly.

00:31:44.180 You're only doing it because other people did it.

00:31:46.340 And that doesn't make it a good reason.

00:31:47.780 And dude, I went on for 30 minutes about it. 0.90

00:31:52.780 Gary, after the thing, he was like, that was fucking funny. 0.99

00:31:56.380 But dude, it's just like, stop doing shit for, for, because other people do it. 0.99

00:32:00.920 Because you know what? 1.00

00:32:01.680 All those other motherfuckers, they don't know what they're doing either. 1.00

00:32:03.660 And by doing things just because other people do them, you're stealing from you the opportunity 1.00

00:32:10.840 to actually learn how this shit works. 1.00

00:32:13.840 Yeah. 1.00

00:32:14.080 And I want to parlay, like, based on what you guys were saying right there, I think a lot

00:32:18.280 of people aren't to themselves or aren't genuine or put up that corporate thing because

00:32:21.860 they believe the way to get trusted by the potential customer is by doing the things you

00:32:27.560 kind of see on TV.

00:32:28.680 Yeah. 0.98

00:32:28.880 But the only way to get trust in today's age is to be fucking honest. 0.97

00:32:31.860 Now, some people say, well, the truth is I still live at my mom's house and blah, blah, 0.98

00:32:34.760 blah, blah, blah. 0.99

00:32:35.260 Look, people respect the fucking journey. 1.00

00:32:38.060 Yeah. 1.00

00:32:38.220 If you tell them where you're at and say, this is where I am today, they will fucking buy. 0.99

00:32:43.300 They will stand by you. 0.99

00:32:44.120 They will support you.

00:32:44.820 They will root for you.

00:32:45.620 You mean they'll actually root for you instead of you going out and standing in front of someone 0.99

00:32:51.520 else's fucking Lambo and their private jet. 0.99

00:32:55.180 Like, dude. 1.00

00:32:56.220 It's crazy.

00:32:56.740 Yeah.

00:32:56.920 I've got a course for that, by the way.

00:32:58.820 So you, you mentioned this.

00:33:01.860 Um, and one of the, one of the, so I have a three part process to customer loyalty and

00:33:07.320 it's educate, trust, loyalty.

00:33:09.500 All right.

00:33:09.920 So the first thing you can do to get someone to trust you is to educate them on something

00:33:14.180 that is the truth.

00:33:15.660 Then they go out in the real world.

00:33:16.920 They see it's truth.

00:33:17.500 They come back.

00:33:18.120 Right.

00:33:18.420 They, they trust you a little bit.

00:33:19.480 And that process between education, trust might happen 10 times.

00:33:23.560 It might happen two times.

00:33:24.480 It might happen a hundred times, but eventually they're going to stop questioning if you're

00:33:29.160 telling the truth and they're going to become loyal.

00:33:31.340 Yeah.

00:33:31.560 All right.

00:33:31.940 So the, your second part of your process after the entertainment aspect is to educate.

00:33:37.020 Yeah.

00:33:37.280 So, which guys, the reason loyalty and trust is so important is because after we sell them

00:33:42.860 the first time, we got to keep them.

00:33:46.140 Yeah.

00:33:46.360 All right.

00:33:46.660 So the, I love this about your processes because the educating part, um, builds the trust in

00:33:53.540 the process.

00:33:54.280 And when a lot of people, you guys aren't realizing is that, you know, 10 times more than you think,

00:34:00.500 you know, I think sometimes we own worst credit.

00:34:03.160 Oh my God.

00:34:03.840 We're always comparing ourselves to people. 1.00

00:34:05.340 It's imposter syndrome shit. 1.00

00:34:06.420 A hundred percent. 1.00

00:34:06.920 Dude, believe me.

00:34:08.080 We talked about this yesterday.

00:34:09.220 Yeah. 0.96

00:34:09.420 Like I, I legitimately like wonder sometimes like why the fuck do people even listen to 0.97

00:34:15.340 what I said? 0.94

00:34:15.940 Like I'm no, I'm no way.

00:34:16.960 Stop listening right now, you guys. 1.00

00:34:17.660 Turn this shit off. 1.00

00:34:18.380 You know what I'm saying? 1.00

00:34:18.840 Like we talked about yesterday.

00:34:19.800 I'm like, I'm, I'm nothing.

00:34:21.140 And I truly believe that.

00:34:22.280 Like, uh, it's, it's to a fault though sometimes, you know?

00:34:25.940 And, uh, and you have to understand that like, dude, we all feel that way.

00:34:31.820 Yeah.

00:34:32.140 We all feel like we're faking it.

00:34:33.440 And the only thing that takes you out of it is taking the leap, putting out the truth.

00:34:36.900 And then when someone responds and sends you that direct message and says, Hey man, I just

00:34:42.360 saw your video.

00:34:42.820 I know it only got 12 views on YouTube.

00:34:44.580 I was one of them. 1.00

00:34:45.440 That shit changed my fucking life. 1.00

00:34:46.960 Yeah. 1.00

00:34:47.240 And then that becomes the, the confidence, the blood force, the energy to want to keep

00:34:52.140 doing it again and again. 1.00

00:34:53.340 And then pretty soon you're like, Oh shit. 0.99

00:34:54.780 I guess what happens when you do something over and over again, you get great at it. 0.99

00:34:58.060 Yeah.

00:34:58.380 That's it. 0.99

00:34:58.900 You get fucking good. 0.99

00:34:59.800 Yeah. 0.97

00:35:00.760 So, so, so let's talk about the education process.

00:35:03.260 You know, why is this so important and, and why is it such a valuable piece of your formula? 0.92

00:35:09.260 I think right now there's so much bullshit out there because the barrier to entry to business 0.93

00:35:14.080 is at an all time low because we have so much access, right? 0.99

00:35:16.220 Like anybody can fucking make their own Wikipedia page. 0.97

00:35:18.900 Anybody can make a website profile pic, take a picture in front of a fucking Lambo, dah, 1.00

00:35:22.800 dah, dah. 0.99

00:35:22.980 So to really differentiate yourself, you actually have to demonstrate expertise.

00:35:28.600 See, we came from a background where everybody can tell them how great they were, right?

00:35:32.640 I'm going to put my name on a billboard because I have a billboard that by default means I'm 0.97

00:35:35.880 fucking fantastic. 0.87

00:35:36.880 But now today you have to show. 0.98

00:35:39.180 So if there's any marketers in particular listening, stop running advertisements, telling

00:35:43.080 people how much you can grow their business, record yourself actually helping a business 0.98

00:35:48.460 for three months, show the fucking process from when you came in to the end. 0.99

00:35:52.980 Chop it up in a six minute video and then say, if you want me to go through this process 1.00

00:35:56.620 with you, click this button below and your fucking business will explode. 0.99

00:35:59.380 And this is a saying, you have a saying about this demonstration outclasses, self-proclamation 1.00

00:36:04.880 every fucking time guys, like fucking demonstrate. 0.99

00:36:08.300 Don't fucking tell demonstrate. 1.00

00:36:10.080 Don't fucking tell. 0.99

00:36:10.800 Yeah. 0.98

00:36:10.940 That's really the cue of the education. 0.99

00:36:12.080 That's why we fucking do it. 0.99

00:36:13.040 Yeah. 0.99

00:36:13.440 Yeah, dude.

00:36:13.920 And, and, and from your experience, how much more effective is that process with, with,

00:36:21.100 with advertising versus versus cause I, cause I know you've run both kinds of ads in your

00:36:25.680 life.

00:36:25.880 Yeah.

00:36:26.220 All right.

00:36:26.480 So let's give people a little idea of like, honestly, the difference, the other ones don't

00:36:31.620 work anymore.

00:36:32.360 They don't work at all.

00:36:33.360 They just don't work.

00:36:34.340 And that's what I'm trying to get you to say.

00:36:35.420 That's like, it's like a hundred. 0.99

00:36:37.340 Like we say a hundred to fucking zero. 1.00

00:36:39.740 It's, it's real shit. 0.99

00:36:40.700 So I have a lot of clients and they're like, dude, why am I ads working? 0.99

00:36:43.700 Like I put this picture of this cat and like people are liking it and clicking it. 0.70

00:36:47.440 And I'm like, well, did you fucking show them anything that would actually help them? 0.96

00:36:50.180 Yeah. 0.98

00:36:50.420 Like no enemy.

00:36:51.300 Or did you just stay in there and talk about how great you are, what you do?

00:36:53.920 Exactly. 0.99

00:36:54.300 And it's just as classic as the fucking ShamWow. 0.99

00:36:56.260 Everybody's seen the fucking ShamWow commercials or you've been to a fair where someone takes 1.00

00:37:00.060 out a fucking knife and they chop up vegetables. 0.99

00:37:01.940 You're like, dude, I'm not even, I'm not even into cooking, but I'll buy that product. 1.00

00:37:04.360 Cause they put on a great demonstration.

00:37:06.060 Yeah.

00:37:06.340 That's it.

00:37:06.700 Like simplify business. 0.98

00:37:07.800 Figure out what your product is and just fucking demonstrate people using it and ask them if they 0.98

00:37:11.900 want to buy it. 0.99

00:37:12.380 I promise you do nothing else.

00:37:13.780 And you're great.

00:37:14.840 Your life will change.

00:37:15.560 Dude, it's the old test.

00:37:16.440 It's just testimonial, man.

00:37:18.320 It's just a different way of a testimonial.

00:37:20.280 You know, we've all seen the before and after pictures. 0.99

00:37:22.620 Well, the reason those fucking work and the reason you can't put them on fucking Facebook 0.99

00:37:26.460 anymore is because they work so well that people can actually sell completely bogus shit 0.99

00:37:33.620 based off of a simple before and after. 0.97

00:37:35.960 Well, think about your business or what you're trying to sell.

00:37:38.460 How are you going to demonstrate your before and after? 0.99

00:37:41.520 It might not be, I lost 50 pounds, but figuring out, you know, I got this fucking steel pipe 0.99

00:37:48.320 and guess what? 0.99

00:37:48.960 Here it is as a pipe and I cut the motherfucker up with the Ginsu and now it's a bunch of little 0.98

00:37:52.740 pipes. 0.98

00:37:53.320 You know what I'm saying?

00:37:54.260 Like before and after.

00:37:55.380 That's it.

00:37:55.740 Now, I know neither one of you guys ever needed to watch this show, but did you ever watch

00:37:59.400 MTV's The Pickup Artist?

00:38:02.180 But Neil Strauss?

00:38:03.220 Yeah.

00:38:03.880 Did you watch it?

00:38:04.660 I met him recently. 1.00

00:38:05.380 He's a badass motherfucker. 1.00

00:38:06.420 Yeah. 1.00

00:38:06.720 By the way, but I did read the book.

00:38:07.900 Really?

00:38:08.180 Okay, okay, so the best part of that show was the footage, the behind the scenes footage

00:38:13.220 of watching the guys going and trying to pick up the girls in the bar, which to me sounds

00:38:17.660 like exactly what you're saying.

00:38:18.560 It's the demonstration.

00:38:19.260 It's interesting.

00:38:19.600 Even like real estate agents, like think about it.

00:38:22.100 The most successful real estate agents today are the ones with the TV show that go in, 0.99

00:38:25.900 they go to a house, they fucking record themselves like fixing it and then they fucking sell 0.99

00:38:30.380 it. 1.00

00:38:30.660 It's just-

00:38:30.940 Yeah, and if you, let's go back to the real estate agent. 0.99

00:38:32.640 I actually fucking said this on the stage in that talk where I told motherfuckers, I'm 0.99

00:38:37.960 like, how about this? 1.00

00:38:39.160 How about instead of putting your face on a fucking business card and writing the same 1.00

00:38:42.480 fucking shit about the house, like everybody else writes these over like, you know, descriptive 1.00

00:38:49.200 corny ass fucking descriptions, how about you record yourself going through the house 1.00

00:38:53.860 and painting a picture for the potential buyer? 1.00

00:38:56.700 This is where your family's going to grow up.

00:38:58.340 The crisper tree would look great right here, don't you think?

00:39:00.780 Like, you know, you could be the guy who like revolutionizes and dominates your space.

00:39:05.800 And everyone is such a dinosaur right now and not doing this, you guys, the opportunity

00:39:10.100 is wide open.

00:39:11.540 It's free.

00:39:12.100 Like, I love dinosaur industries when they come to me because I'm like, dude, we're 0.89

00:39:14.340 going to fucking win because nobody else is even playing. 0.92

00:39:16.860 You don't even have to be good right now. 0.99

00:39:18.100 You just got to participate.

00:39:19.060 And you're going to be the first guy playing and you're going to be the first guy for 10 0.99

00:39:23.280 fucking years. 0.99

00:39:24.000 Yep. 1.00

00:39:24.800 It may be longer.

00:39:25.960 Yeah.

00:39:26.080 So here's the other thing, the big shift that I think is happening right now that people

00:39:29.000 are sleeping on, videographers will, I guarantee you guys, be a standard hire for all businesses.

00:39:36.820 The same way you have an accountant or a tax yourself, you will fucking have a media department

00:39:41.940 that's there.

00:39:42.660 So at any given time, they can create taunting.

00:39:44.680 It will be the most basic and standard thing.

00:39:46.460 Like my daughter, when she grows up, she won't even know a world without it.

00:39:50.120 Yeah. 0.99

00:39:50.380 Because I'm telling you right now, I don't give a fuck if you have all the credibility 0.97

00:39:53.100 in the world. 0.98

00:39:53.640 You've been around for 30 years.

00:39:54.540 You got the accolades, you got the awards. 0.99

00:39:56.940 If motherfuckers look you up and they can't find you on Facebook, they find you on YouTube, 0.99

00:40:01.400 you got two videos with three views, they don't see you on Instagram, they will not trust 1.00

00:40:06.060 you and they will not buy.

00:40:07.160 Right.

00:40:07.320 It's just a trust.

00:40:08.020 It's just like-

00:40:08.300 And by the way, I get this question all the time.

00:40:10.440 How do you find good media people? 1.00

00:40:12.240 Listen, I'm going to answer this fucking question for all you motherfuckers. 1.00

00:40:15.040 You don't. 1.00

00:40:16.320 You got to make them.

00:40:17.700 Okay? 1.00

00:40:18.320 That's fucking the real shit ever. 1.00

00:40:20.160 Just like people say, oh, Andy, you've got all these great employees. 1.00

00:40:23.320 How did you find them? 1.00

00:40:24.300 You think I won the fucking lottery of fucking employees? 1.00

00:40:27.300 No, motherfucker. 1.00

00:40:28.420 I got good at leadership and management and personal development. 1.00

00:40:32.260 Which, by the way, you're not born with.

00:40:34.060 Yes. 1.00

00:40:34.520 Like motherfuckers, you think like you're just, oh, that person's just the leader. 1.00

00:40:37.780 Shut the fuck up. 1.00

00:40:38.940 That person practiced, fucked up a whole bunch of times, and then finally got it. 1.00

00:40:42.660 Yeah. 0.99

00:40:43.000 And you know what?

00:40:44.000 There's times, and Tyler does this now, but when Tyler first started video, guess who 0.97

00:40:48.800 stood behind Tyler and said, hey, I don't know how to cut the fucking clip, 0.91

00:40:53.200 but I know it looks good. 0.98

00:40:54.380 So, hey, you know what, dude?

00:40:56.120 We should cut it right here and put this music in, or do this, or this, or this, or this,

00:41:00.280 or this.

00:41:00.640 Now, guess what? 0.99

00:41:01.680 I don't have to do that anymore because he fucking learned it, and now he stands behind 1.00

00:41:05.880 the other motherfuckers and does that. 1.00

00:41:07.340 That's how it goes. 1.00

00:41:07.880 This is how you do it.

00:41:09.140 You don't just hire people like, oh, dude, but how do I find somebody like D-Rock, Gary? 0.99

00:41:15.060 Motherfucker, you think D-Rock just showed up out of the fucking outer space on Gary V's 1.00

00:41:19.740 fucking front porch? 1.00

00:41:20.920 Hey, I'm a great videographer. 1.00

00:41:23.040 No.

00:41:23.660 It wasn't.

00:41:24.300 They worked together to develop it.

00:41:25.640 Bro, this is so real, and here's the disconnect.

00:41:29.360 Unfortunately, people don't realize that when you start your business, it takes you so long

00:41:34.500 to get to the point where you can just afford to live, right? 1.00

00:41:36.880 You go through shit. 1.00

00:41:38.080 You go through hell. 1.00

00:41:38.980 You're going to pay a bunch of employees a lot more money than you make for a long fucking 0.99

00:41:43.280 time. 0.95

00:41:43.600 But that's the decision.

00:41:45.280 Most people become so resentful because they put so much into getting to that place.

00:41:50.080 When an employee comes on, the idea of paying them or training them just sounds miserable,

00:41:55.000 so you're never willing to invest.

00:41:57.140 But as an entrepreneur, it's almost like you got to make the decision twice.

00:41:59.900 Wait, wait, wait.

00:42:00.620 Let me stop you right there. 1.00

00:42:00.660 That's a fucking key word. 1.00

00:42:03.000 Invest. 1.00

00:42:03.200 Your payroll is an investment. 0.99

00:42:05.520 It is not a fucking expense. 0.99

00:42:07.640 Yep. 0.98

00:42:07.760 Because if I ask people, is your payroll an expense, they'll be raising it.

00:42:12.860 Yeah, it's an expense.

00:42:13.940 No, it ain't. 1.00

00:42:14.660 It's only an expense if you're not fucking training your motherfucking people. 1.00

00:42:17.480 Exactly. 1.00

00:42:17.920 Otherwise, it's going to be a fucking investment. 0.98

00:42:19.800 And every person at my company, every job they've done, I've done at one point. 0.98

00:42:22.920 Yeah.

00:42:23.120 Every single role that's there, I've done. 0.99

00:42:25.400 It fucking came from here. 0.97

00:42:26.520 And so they ask me the same thing. 1.00

00:42:27.380 Like, how do you get this culture? 0.99

00:42:28.700 It's like motherfucking we're in the churches together. 0.99

00:42:30.180 Dude, and you know what? 0.98

00:42:31.240 I know there's people in your company, just like there is in my companies, that are better than

00:42:35.040 me at those jobs, even though I did them.

00:42:37.180 Yes.

00:42:37.460 But when they started-

00:42:38.560 All of them now.

00:42:39.000 But when they started, they were not.

00:42:41.300 Exactly.

00:42:41.640 So what the key is, is you'll find people who are willing to work hard, who are willing

00:42:46.140 to learn, who are willing to build and carve a place for them career-wise with you, and 0.99

00:42:51.440 you show them kind of the shit to do. 0.99

00:42:52.620 And then you can trust. 1.00

00:42:53.500 And then you can trust.

00:42:54.540 It's like taking the training wheels off your kid's bike. 0.99

00:42:58.600 Like, you know the motherfucker's going to crash, but what do you do? 0.99

00:43:02.020 You got to take them off. 0.99

00:43:03.540 And it's the same thing that people aren't willing to do that with employees. 1.00

00:43:07.180 They'll take the fucking training wheels off, the motherfucker go crash, and then they 1.00

00:43:10.680 fire him. 1.00

00:43:11.300 Yep.

00:43:11.560 It's their fault.

00:43:12.440 Yeah. 1.00

00:43:12.760 It's your fucking fault. 1.00

00:43:13.840 Dude, look. 1.00

00:43:14.340 When you have a team member not doing a thing, it's your fault.

00:43:16.780 Yes. 0.99

00:43:17.120 The lack of accountability is insane right now, and that's why you're fucking losing. 0.99

00:43:20.200 Dude, it's everything. 0.97

00:43:21.700 And you have to be willing to look at people's mistakes when you're training them as an investment

00:43:28.240 in your company.

00:43:30.320 Like, dude, you know, your t-shirt or your apparel guy makes a wrong run of t-shirts,

00:43:36.880 and it costs you an extra 12 grand.

00:43:38.820 And you know what?

00:43:39.460 You're pissed.

00:43:40.300 But guess what ain't going to happen when he's ordering a million dollars worth of shirts.

00:43:43.660 He ain't going to make that same mistake.

00:43:44.980 Yep.

00:43:45.440 You know?

00:43:45.980 And that's how it goes.

00:43:47.140 And you have to be willing to take that.

00:43:48.500 Take those L's in the chest. 1.00

00:43:49.720 Like, there was plenty, especially, this is where people get it wrong the most is in sales.

00:43:52.920 Because usually you're, like, the best person selling your products or service.

00:43:55.720 So when you get those salespeople in there, and you need that money, and you, like, clench,

00:43:59.220 like, oh, my God, I'm watching, I'm listening to him or her miss that sale, you want to hop

00:44:03.320 on the phone, you want to jump on them. 1.00

00:44:04.740 You need to fucking let them burn. 0.99

00:44:06.340 You got to understand that you missing that sale is the cost of getting them to a point so you 1.00

00:44:10.960 don't have to sell anymore.

00:44:12.100 That's right.

00:44:12.660 It's the cost of doing business.

00:44:14.520 A lot of people don't realize that.

00:44:15.480 No, dude, and it's, that is an investment.

00:44:18.100 Yeah.

00:44:18.200 And you have to look at it that way, because otherwise it'll drive you insane.

00:44:21.200 Arrogance and ignorance is the only two things stopping people from at least hitting that 0.99

00:44:24.500 million dollar mark in their company, is you either think you fucking know everything 1.00

00:44:27.880 and you don't fucking get help, or ignorance, you just don't know so much that you're fucking 0.99

00:44:31.920 missing all the time. 1.00

00:44:32.760 Yeah.

00:44:33.280 Yeah.

00:44:33.580 Dude, I think arrogance is even more prevalent than ignorance.

00:44:37.220 Yeah. 1.00

00:44:37.420 I have so many motherfuckers that will, I mean, let's just be real here, motherfucker. 1.00

00:44:43.600 Let's keep it real. 1.00

00:44:44.140 If you're going to come to me and you're going to tell me about business, your business does 0.98

00:44:49.840 fucking 400 grand a year, all right? 0.90

00:44:52.740 And you're going to talk to me about how, what's right? 0.99

00:44:55.120 No.

00:44:56.320 There is a scorecard in business. 1.00

00:44:57.560 There is a fucking scorecard. 1.00

00:44:59.100 And guess what? 1.00

00:44:59.520 My scorecard is a lot bigger than your fucking scorecard. 1.00

00:45:03.120 And you know what? 0.99

00:45:03.680 If I'm going to talk to fucking, uh, you know, my friend, Ed Milet, Ed Milet, he's further 0.98

00:45:09.440 down the road than me. 0.99

00:45:10.700 Okay.

00:45:11.080 So guess what happens when Ed speaks to me? 0.99

00:45:13.720 I fucking listen. 0.99

00:45:14.600 Listen. 0.99

00:45:15.220 And I don't try to challenge you.

00:45:16.640 I'm like, Oh, okay.

00:45:17.520 All right.

00:45:17.840 I got it.

00:45:18.300 Yeah.

00:45:18.580 And I learn.

00:45:19.180 All right.

00:45:20.140 So, but it's, it's amazing to me the amount of people who are, who are, and I call it

00:45:24.700 playing CEO.

00:45:25.880 Okay. 1.00

00:45:26.280 They get into business, they get a fucking LLC, right? 0.99

00:45:30.780 And you're 800 bucks. 0.99

00:45:31.880 Yeah.

00:45:32.140 And they got a business card that says CEO on it and they got a little office somewhere

00:45:35.880 and they're not learning any of the skills they need.

00:45:40.740 They're not learning how to lead.

00:45:41.980 They're not learning how to manage.

00:45:43.120 They're not learning how to sell.

00:45:44.280 They're not learning how to market or advertise or brand, but they'll be the first one to 1.00

00:45:48.960 let everybody know that they're a fucking business owner. 0.99

00:45:51.600 And they think they got 20 years of experience, but they got the same year repeated 20 times. 1.00

00:45:55.620 Yes. 1.00

00:45:55.860 And that's like the fucking realist motherfucking shit that everybody goes through. 1.00

00:45:59.080 It's like, man, the unwillingness to learn, invest. 1.00

00:46:02.740 Like I said in the beginning, the doctors will put in 10 years just to learn, but you will

00:46:06.920 not like people say, like this is my number one question I ask people who say, I don't have

00:46:10.080 enough sales.

00:46:10.720 I say, great.

00:46:11.620 How many sales courses have you taken?

00:46:13.260 They go zero.

00:46:14.580 Cool.

00:46:15.100 How many sales coaches have you hired?

00:46:16.880 They say zero.

00:46:17.700 Cool. 1.00

00:46:17.940 I said, is it weird that your sales suck ass? 1.00

00:46:20.440 Yeah. 1.00

00:46:20.820 Is it weird that you fucking haven't invested any time into it and you're fucking broke as 0.99

00:46:24.960 fuck and you're surprised? 0.99

00:46:27.300 Right. 1.00

00:46:27.720 Fuck is going on? 1.00

00:46:28.720 Dude, dude, it's the truth, man. 1.00

00:46:30.620 But you know what it is? 1.00

00:46:32.400 And this is a lot of people dog out millennials and shit. 1.00

00:46:35.300 I don't believe in that because I think millennials are fucking awesome, but they have to be handled 1.00

00:46:39.400 differently. 0.98

00:46:39.940 And the way that they have to be handled differently is to understand that most millennials

00:46:43.200 do not have an accurate concept of patience because the way older generations grew up

00:46:50.140 was things took a long time.

00:46:52.760 Right.

00:46:52.920 Okay.

00:46:53.180 You couldn't just get on the internet and talk to all your friends in real time over across

00:46:57.400 the world.

00:46:58.240 Right.

00:46:58.540 You didn't have text message.

00:46:59.980 You didn't have Facebook.

00:47:01.580 You didn't have Google Hangouts.

00:47:03.220 Yeah. 1.00

00:47:03.540 You didn't have this shit. 1.00

00:47:04.640 Like, shit just took time. 1.00

00:47:07.160 Like, if you want to see your fucking friend from Alabama, you might see him one weekend 1.00

00:47:10.840 a year when your family goes to vacation in Alabama. 0.99

00:47:13.000 Yeah.

00:47:13.340 You know?

00:47:13.680 Like, it's just different.

00:47:15.500 And the understanding of combined with the idea that people feeding these people that 0.93

00:47:23.140 everybody wins, which is not fucking true. 0.94

00:47:24.860 Yeah. 0.83

00:47:25.060 But the way our society has evolved, patience has become something that's hard for them

00:47:30.860 to learn because they never grew up with it.

00:47:32.580 That's not their fault.

00:47:33.520 That's our fault.

00:47:34.100 That's interesting.

00:47:34.800 I like that.

00:47:35.400 It's our fault for creating that environment and not realizing that we're teaching them 0.99

00:47:39.740 how to not have patience, which is a crucial piece of the fucking puzzle. 0.97

00:47:45.380 And a lot, too, like, with millennials and me being 30 and a millennial, I call myself 0.98

00:47:50.360 a millennial that's not a millennial that fucking hates millennials, but I obviously hire 1.00

00:47:52.900 them. 0.99

00:47:52.940 I have a bunch of millennials. 0.69

00:47:54.340 That's all we have.

00:47:55.400 But I think the game here is they are into purpose.

00:48:01.160 So, like-

00:48:01.640 And that's great.

00:48:02.480 And it's great.

00:48:03.180 And that's why it's so funny.

00:48:04.420 Like, people, like, hate on it.

00:48:05.580 Like, oh, they care. 0.99

00:48:06.400 It's like, dude, it's about fucking something bigger. 0.82

00:48:08.280 Dude, the reason it's great is because the tools have evolved now to where we're not able, 0.95

00:48:16.620 businesses are not able to sell a product that doesn't solve a real problem because

00:48:21.020 the repercussions are instant.

00:48:24.100 People talk instantly.

00:48:25.660 They can tweet about it. 1.00

00:48:26.580 The market will fuck you. 1.00

00:48:27.540 Yeah, immediately. 1.00

00:48:28.520 Yeah.

00:48:28.780 Okay?

00:48:28.980 Whereas 30 years ago, it took years for that to happen because when you want to see your

00:48:34.180 friend in Alabama, you only saw him once a year.

00:48:36.360 Guess what?

00:48:36.740 You aren't going to talk about. 0.99

00:48:37.540 You're not going to talk about this fucking thing that happened to you from this company 0.99

00:48:41.120 that you already forgot about. 0.99

00:48:42.180 But now, when you piss someone off or you lie or you cheat, everybody knows instantly.

00:48:46.940 So, we have a situation now where we have companies that, to be successful, have to be dedicated

00:48:54.020 to a real purpose of solving a real problem.

00:48:57.980 And guess what else we have?

00:48:59.120 We have a workforce that is totally 100% purpose-driven.

00:49:05.080 Okay? 1.00

00:49:05.320 Those two things together are like peanut butter and fucking jelly, man. 1.00

00:49:09.880 They just work. 0.99

00:49:10.740 And right now, if people are thinking like, well, I just don't have the money to hire

00:49:13.960 anyone.

00:49:14.460 Dude, sales cures all, but it really, like, I want to kind of paint a picture for sales.

00:49:19.900 So, I know there's a lot of people listening right now and you may be in this stage of

00:49:22.040 like trying to start your business.

00:49:23.500 And you may listen to us talk and you're like, well, these guys already have X resource,

00:49:26.920 Y resource, blah, blah, blah. 0.99

00:49:28.100 Look, I started from shit. 1.00

00:49:29.240 I know you didn't start with shit. 1.00

00:49:30.200 We just fucking came to this game. 0.99

00:49:31.740 But even when I didn't have any money, I knew a couple people with money and I knew 0.99

00:49:35.560 I had the ability to sell them to give me some fucking money. 0.83

00:49:38.500 So, right now, if you're in the position where you're like, well, I don't have, I don't 0.99

00:49:41.440 have, learn how to fucking sell. 0.98

00:49:42.880 Because you can sell people to give you money. 1.00

00:49:44.640 You can sell people to join your team and to work for free.

00:49:48.460 Yeah. 0.97

00:49:48.640 My first employees, they worked for fucking free until we made some money because I sold 0.99

00:49:53.260 them on a vision, which is tattooed on my wrist. 0.99

00:49:55.980 Vision. 1.00

00:49:56.320 You got to have fucking vision because that's what drives all of it. 0.99

00:49:59.600 And dude, you know what's, you know what I think a lot of, a lot of quote unquote CEOs 0.98

00:50:05.500 and, and quote unquote business owners, they don't have the vision that involves the, cause

00:50:12.820 like, dude, when you try to sell a real vision, just like we said a minute ago, people know 0.96

00:50:18.100 when they're being fucking sold. 0.92

00:50:19.500 So if you're going to lie to them about what you're trying to do with your company, just 0.99

00:50:23.160 to get them to buy in on the short term, those people will bury your company, bury you

00:50:28.460 personally.

00:50:29.740 And so we have a situation now where we have, you can't survive in business without solving

00:50:36.780 a real problem.

00:50:37.560 You have a workforce that is dedicated to purpose and solving problems.

00:50:43.360 And if you want to be a great CEO, you've got to be people driven to where your model

00:50:49.800 and your vision has to include your key people longterm.

00:50:52.600 So what does this, what are we talking about?

00:50:54.920 Really? 0.98

00:50:55.740 Uh, we're talking about doing the right fucking thing. 0.99

00:50:58.440 We're talking a good person. 0.99

00:50:59.320 That's it.

00:50:59.720 Treating others how they want to be treated.

00:51:01.340 Like, you know what?

00:51:02.020 Creating opportunity for people who, who put sweat equity in it.

00:51:05.460 That's the right thing.

00:51:06.440 Yep.

00:51:06.680 People do.

00:51:07.220 Dude, we've had, I've had a number of times where people have tried to buy our company

00:51:11.600 and I always say, no, I'm not interested in selling the company.

00:51:14.740 You know why? 0.99

00:51:15.200 Cause I got fucking 150 motherfuckers that sweat every day for this and I don't trust 1.00

00:51:20.500 their future with some fucking corporation. 1.00

00:51:22.840 Yep. 1.00

00:51:23.600 I'm loyal to that cause.

00:51:25.320 Responsibility.

00:51:25.840 And you know what?

00:51:26.760 They're loyal back because of it.

00:51:28.320 You know what I mean?

00:51:29.400 And dude, but most business owners, the reason what I was getting at about painting this vision

00:51:33.500 is they're selfish. 0.99

00:51:34.960 They are selfish and they don't give a fuck about their employees. 1.00

00:51:38.500 And if you truly don't give a fuck about your employees, you're not going to be able 1.00

00:51:42.520 to build a company. 0.99

00:51:43.760 And they won't give a fuck about you. 0.99

00:51:45.160 And then they won't give a fuck about your customers and they will put you out of business. 0.99

00:51:48.560 Yeah. 0.98

00:51:48.760 And that's it.

00:51:49.180 You know what I was, I, and it's real dude.

00:51:51.100 Like people probably right now own a business there cause I hear this all the time.

00:51:55.780 They're like, well, how do I get my employees to care? 0.99

00:51:58.380 Well, you got to fucking care about them first. 0.98

00:52:01.840 What are you going to say? 0.99

00:52:02.860 I was just going to say, you were saying that we're living in an age, uh, you're saying

00:52:06.300 this earlier where, where the big dogs are now being attacked by little, little people

00:52:10.620 coming along, you know, like the big brands.

00:52:13.200 What's amazing to me is how, how many people don't understand that you have a skill that will

00:52:19.580 solve a problem and that you as an individual can do a better job than in many cases, a

00:52:24.280 lot of these established organizations that have been around forever.

00:52:26.940 I have a buddy who he was, he was a public school teacher for a couple of years.

00:52:30.960 I mean, he literally was making like $38,000 a year and he just finally said, you know what?

00:52:36.140 I'm smart in these subjects.

00:52:37.560 I'm going to just basically market myself as a private tutor.

00:52:40.340 He makes three times as much now as a private tutor.

00:52:43.200 I can tell you what I would do.

00:52:44.420 I love it.

00:52:44.720 You know what I'm saying? 0.85

00:52:45.560 If I was a videographer right now thinking how I fucking think, I can tell you what I 0.97

00:52:49.000 would be thinking right now. 1.00

00:52:50.420 I would be thinking like, fuck dude, you know what I'm going to do? 0.99

00:52:52.260 I'm going to open up a school for videographers. 1.00

00:52:54.100 I'm going to teach motherfuckers how to be videographers. 1.00

00:52:56.100 And then I'm going to graduate. 1.00

00:52:58.040 I'm going to graduate these motherfuckers into companies to run their media team. 1.00

00:53:01.920 Yep. 1.00

00:53:02.220 You'd have a, that'd be a billion dollar fucking company in five years. 0.99

00:53:05.120 Dude, we can talk like video franchise. 1.00

00:53:07.020 Paul and I have been fucking talking about this shit for like two years. 0.99

00:53:09.560 No, but at an academy, you bring them in, you train them and you place them. 1.00

00:53:12.380 Yeah.

00:53:13.500 But you know what I'm saying?

00:53:14.220 I mean, like, like there's, as an individual, because of the, the, the assets that are out

00:53:18.080 there and the resources that are out there, you as an individual with your skill can do

00:53:23.120 so much more than established organizations.

00:53:25.640 Here's our number one skill.

00:53:26.740 I don't think people really understand that.

00:53:27.600 I agree with you a hundred percent.

00:53:28.960 And I think the, the number one, like benefit asset resource strength that everybody's missing

00:53:33.720 right now is speed.

00:53:35.040 The reason why I have five people in house who do nothing but create content is because

00:53:39.540 we can move so much faster than virtually almost anybody in our space.

00:53:43.880 So like, dude, how do we see you everywhere? 0.96

00:53:45.600 It's because we fucking move fast.

00:53:47.820 So once you put a layer in between and you say, all right, well, we're not going to hire 0.95

00:53:50.860 a media team, but when we need someone, we'll go look for a contractor and then we have

00:53:54.880 to vet the contractor and then we have to describe to him the product and the company. 0.99

00:53:58.600 And by the time you figure, by the time you got it done, you don't need a shit no more. 0.99

00:53:59.880 You miss the moment. 1.00

00:54:00.600 You miss the fucking moment. 1.00

00:54:01.680 Yeah. 1.00

00:54:01.860 So being able to strike immediately on an opportunity, that's why fucking content is key. 0.99

00:54:05.660 Yeah. 0.98

00:54:05.840 So the last point on your, on your process is to execute.

00:54:09.480 And I know what this means, but what does it mean to you? 0.98

00:54:12.560 Execute is to fucking close the sale. 0.96

00:54:14.580 Like execute is where I think like right now we live in this world where people are afraid 0.99

00:54:20.500 to sell, sell, sells, a salesman has a really bad stigma.

00:54:24.440 Stigma.

00:54:24.760 It always has kind of, but even now, like right now, everybody's like, oh my gosh, how dare

00:54:28.700 you pitch?

00:54:29.240 Like, oh no, don't, no, don't sell anything. 1.00

00:54:31.620 Like all this bullshit. 0.99

00:54:32.780 And so once they collect the lead, once they get the opportunity, they have someone in 0.99

00:54:37.460 front of them, they're afraid to ask for the credit card.

00:54:41.180 Right.

00:54:41.320 And as a result of that, you can have the best marketing in the world, but who cares if

00:54:44.400 you can't actually finish.

00:54:45.400 That's right.

00:54:45.780 So for me, you should never be ashamed of selling when you know that your actual product

00:54:50.140 is going to help them.

00:54:51.220 Exactly.

00:54:51.940 Cause then it's, you're, you're, you're selfish if you're not selling them.

00:54:55.100 I agree.

00:54:55.380 And like, I own that so much that like I've trained my audience to like every single time that 0.96

00:55:00.200 I'm fucking selling something. 0.94

00:55:01.620 And in addition to that, people don't get mad at you selling. 0.99

00:55:04.700 They get mad at the way you sell.

00:55:06.640 Right. 0.98

00:55:06.840 So if you can fucking make somebody laugh during the sales process and they know what's coming 0.97

00:55:11.480 and it's fun and you can be authentic and you can be real, like letting them know that 0.98

00:55:15.480 yes, I am selling. 0.99

00:55:16.540 Look at the fucking QVC. 1.00

00:55:18.020 People watch a TV show to be sold. 1.00

00:55:20.460 Right.

00:55:20.560 They show up with their credit.

00:55:21.860 Oh my God.

00:55:22.460 What am I going to be sold today? 1.00

00:55:23.820 Because the way they do it, it's just the fucking, it's the delivery. 1.00

00:55:27.060 It's the dance. 1.00

00:55:27.640 It's the presentation. 1.00

00:55:28.460 So if you feel sorry about selling your shit, it's your fucking fault. 1.00

00:55:32.880 Control your process. 1.00

00:55:33.560 The core belief is that probably if you, if you feel bad about selling, whatever it is 0.98

00:55:37.600 that you sell, it's probably because whatever you sell sucks. 0.98

00:55:40.840 Yes. 1.00

00:55:41.340 Change the fucking thing you're selling. 1.00

00:55:42.740 Yeah. 0.99

00:55:42.980 And also too, like the other thing I see right now is like people say all the time, like

00:55:47.280 I'm sure you get this question too.

00:55:48.260 Like, all right, well I'm hearing this thing.

00:55:50.000 Like, how do I make money?

00:55:51.120 How do I just get to 10 grand or whatever it is? 0.99

00:55:53.280 I'm like, dude, you want to know the real shit? 0.99

00:55:54.620 I'll tell you the honest answer. 0.99

00:55:55.560 I don't think you're going to like it. 1.00

00:55:57.000 Pick up the fucking phone and dial. 1.00

00:55:58.980 Yeah. 1.00

00:55:59.400 Pick up the fucking phone. 1.00

00:56:00.980 No one picks up the phone right now because they're like, well, I have a system and it's 1.00

00:56:03.800 automated and I have this funnel. 0.98

00:56:05.260 Like, shut up. 1.00

00:56:06.020 Which by the way, motherfucker, that's the opportunity. 1.00

00:56:08.780 The reason why picking up the phone or actually talking to someone face to face is so valuable 0.99

00:56:14.980 and why I said a minute ago retail will never fucking die is because the opportunity to connect

00:56:22.300 with someone is becoming more and more and more rare. 0.62

00:56:27.200 So what does that mean? 0.98

00:56:28.260 It means that when you can truly connect, when you can fucking look someone in the eye, 0.92

00:56:33.360 when you could shake someone's hand, when you could talk to them on the phone, 0.96

00:56:36.320 it's now becoming more appreciated.

00:56:38.160 Hey, let me tell you how deep this goes because I know there's a lot of guys that listen to

00:56:41.220 this podcast. 0.97

00:56:42.440 Listen, not that I've ever had it, but if you want to have sex and you're doing all this 1.00

00:56:47.200 Tinder shit and you're fucking swiping left, you're swiping right, you're on the fucking 1.00

00:56:50.880 match.com, you're on the Facebook message, Instagram, you're poking people, you're sliding 1.00

00:56:55.220 in the DM, I dare you to take one of these dates and pick up the phone and call her and

00:57:01.420 I bet you your chances to close go up by 20x because no one does have time to call.

00:57:06.860 No one goes, oh my God, he called me.

00:57:08.220 But the girls today, they're like, he's a weirdo. 0.99

00:57:09.780 I can't believe you fucking called. 0.98

00:57:11.100 You don't want to bother her anyway. 1.00

00:57:12.960 It's such a creep.

00:57:13.660 But dude, the thing is, yeah, and those are the ones you don't want.

00:57:15.640 Exactly.

00:57:15.960 That's right.

00:57:16.180 But the thing is about what we're talking about and the way you and I see this, which

00:57:23.360 is great.

00:57:23.780 I'm glad that you and I see this and most people don't because it creates more for us

00:57:26.760 to eat, right?

00:57:27.340 Yeah.

00:57:27.520 But the thing is, is that the opportunity that is being created because of the automation

00:57:34.480 and because of technology, when was the last time you went to Home Depot and saw more than 0.99

00:57:39.480 two motherfuckers at the cash register, right? 1.00

00:57:42.480 Or at the grocery store, but I bet if you went into Lowe's and they had 30 fucking cash 1.00

00:57:47.500 registers open, that they would sell 10 times more shit than Home Depot because of that. 0.99

00:57:52.560 And what's happening right now is that technology is starting to really create a tremendous opportunity 0.99

00:57:58.800 for us to go back to what's really valued, which is human connection, which is entertainment,

00:58:03.700 which is education, right? 1.00

00:58:05.580 It's all the same shit. 1.00

00:58:06.280 Yeah, dude. 1.00

00:58:06.940 It's fucking, it's crazy. 1.00

00:58:08.120 And I'm excited about it, but like a lot of these motherfuckers that are listening right 1.00

00:58:11.700 now, they're drowning because of it because they're like, I'm supposed to use an automated 0.99

00:58:16.100 dialer.

00:58:16.640 I'm supposed to use this system.

00:58:18.320 I'm supposed to use these stamped thank you cards. 0.99

00:58:21.480 I'm supposed to use an email system and they're getting fucking killed. 0.99

00:58:25.060 They don't know why. 1.00

00:58:25.780 It's crazy.

00:58:26.400 I'll give you guys an action step.

00:58:28.080 For those of you running business right now and you have active customers, I'm going

00:58:31.480 to give you the craziest challenge that's going to freak you out, but I promise you

00:58:33.980 I'll make you money.

00:58:34.980 When someone buys online or someone through automated process, pick up the phone, call them and thank

00:58:40.520 them for their purchase.

00:58:41.440 And here's what's going to happen. 0.99

00:58:42.400 Number one, they're going to fucking love you and be around forever. 0.99

00:58:44.300 Yeah. 1.00

00:58:44.520 But number two, they will either refer you someone else or they will buy more shit. 0.95

00:58:49.980 Hey, thank you so much for buying like those t-shirts on our website. 0.95

00:58:52.260 I really appreciate it.

00:58:53.180 This is our company.

00:58:53.860 This is what we do.

00:58:54.720 Hey, by the way, do you also sell jeans?

00:58:56.260 Dot, dot, dot, dot.

00:58:56.760 Like you will make more sales.

00:58:58.140 They will look for opportunities to support you.

00:58:59.740 Exactly.

00:59:00.020 They will look for it because you did something.

00:59:02.160 We have a saying here that the value is in the inefficiencies.

00:59:05.960 Okay.

00:59:06.880 So anything that you can do that's perceived to be inefficient, that takes work is going

00:59:12.020 to be highly valued by your customer. 0.98

00:59:13.720 So picking up the phone and spending a fucking five minute phone call with them, that means 0.98

00:59:18.080 a lot more than a five minute phone call 15 years ago because everybody was calling. 0.99

00:59:22.660 Right.

00:59:23.160 I got some other value for like that, that made me, that triggered something.

00:59:26.200 So a lot of times with advertising nowadays is remember when someone has never tried your

00:59:32.600 product or your service, they have no idea what they're missing out on and you forget

00:59:37.120 that.

00:59:37.400 So remember this quote, the value is created after the experience. 0.92

00:59:42.900 Meaning if you fucking have a gym and you're like, why is no one coming to your gym? 0.91

00:59:45.760 We have the best customer service. 0.98

00:59:47.200 We have the best workouts. 0.96

00:59:48.320 They're never fucking done it. 0.97

00:59:49.880 They don't know that. 0.97

00:59:50.900 So your only job when first meeting someone is to get them to the experience so they can

00:59:55.260 share that same sentiment with you.

00:59:56.880 That's right. 1.00

00:59:57.080 Until then, shut the fuck up. 1.00

00:59:58.740 Yeah. 1.00

00:59:59.020 Value is created after the experience.

01:00:00.180 And dude, you ever notice that the most unsuccessful business people are the ones that talk about 0.96

01:00:04.300 how great their experience is and nobody fucking knows about it. 0.96

01:00:08.000 It's crazy. 1.00

01:00:08.560 Well, yeah, motherfucker. 1.00

01:00:10.020 How the fuck is anybody going to know what you do when you don't have any customers? 1.00

01:00:14.000 It's ridiculous. 0.99

01:00:14.520 And then you have the other guys. 0.94

01:00:15.760 You have the other guys, which all they care about is acquiring the customer and they don't

01:00:20.360 care about the experience of the retention.

01:00:22.160 And keeping them.

01:00:22.600 They lose too.

01:00:23.580 They don't stay in business.

01:00:24.360 You got to have both parts.

01:00:25.560 Yep.

01:00:25.840 You know, you got to have it both.

01:00:27.160 So dude, let me ask you this.

01:00:29.900 What do you think are the, you know, just some of the biggest mistakes that you see people

01:00:35.320 doing when it comes to marketing?

01:00:37.040 Well, that would be one is one, not realizing that the value is created after experience,

01:00:40.300 but also two, when you're most of the ads that people are running on Facebook right

01:00:45.260 now, there's a place in there to write when you're writing your ad copy.

01:00:49.140 I think now is really important to like show your personality and also to people appreciate

01:00:55.720 imperfection.

01:00:56.680 So when you write an ad with perfect grammar, perfect spacing, perfect punctuation, it actually

01:01:01.740 creates distrust.

01:01:02.740 I'll point something out.

01:01:03.540 Whether you like Obama or Trump, if you go to any Toastmasters across the country, everybody

01:01:07.460 tells you never say, um, if you say, um, while you're giving a speech, it shows uncertainty

01:01:12.480 and it's a bad look.

01:01:13.680 They, they teach this and they've been preaching it forever.

01:01:15.760 Obama comes in and he goes, um, um, um, um, um, um, um, um, um, um, and then you have, 0.99

01:01:22.220 and then you have Donald who comes in and says all kinds of shit and perfect, like grammatical 0.99

01:01:26.880 errors, dah, dah, dah, dah, dah. 1.00

01:01:27.980 And people fucking trust them. 1.00

01:01:29.800 Bro, how the fuck do you think that? 1.00

01:01:31.280 People value imperfection. 1.00

01:01:32.100 I'm, I am, if you, if you go by Toastmasters standards, I'm the worst fucking speaker ever. 0.99

01:01:37.000 You know what I'm saying? 0.99

01:01:37.980 Yeah, but I guarantee you there ain't a motherfucker out there teaching Toastmasters that makes it 0.99

01:01:41.720 a year where I'm making one speech. 0.99

01:01:43.260 That's what I'm saying.

01:01:44.160 Like I went recently, I was like, this is so interesting, but like, uh, but nonetheless,

01:01:48.380 everyone just like people value imperfection.

01:01:50.000 So when you're writing your advertisements, like when you have that perfect video and there's 1.00

01:01:53.560 no stutters, there's no arms, you don't say something stupid. 0.86

01:01:56.100 There's no awkward looking moment that actually hurts your conversions. 0.98

01:01:58.580 And I can tell you that that's across like all industries.

01:02:00.580 Like people want to see the human side and know they're buying from a person, which is

01:02:04.220 the theme kind of of this episode.

01:02:05.440 That's why people love bloopers, you know, at the end of a movie or at the end of a crush

01:02:08.760 or let's throw them in at the end of a movie.

01:02:10.140 Yes, that's real.

01:02:10.480 You know, like let's, let's talk, let's talk about Tai Lopez, Tai Lopez, love him or hate

01:02:15.380 him.

01:02:15.620 I don't know him, never met him.

01:02:17.640 I really, it's really irrelevant to what I'm going to say. 0.98

01:02:21.380 What one of the most famous fucking ads on YouTube. 0.93

01:02:24.060 And by the way, he, for a long time, and he might still be the most, uh, the biggest advertiser 0.99

01:02:29.600 on YouTube, but his fucking ad, everybody knows his ad. 0.98

01:02:34.200 Hey, here in my garage. 1.00

01:02:35.100 Here I am in my garage.

01:02:36.260 It's the most, it's the most, honestly, you can call it.

01:02:38.660 It's probably the most famous ad of all time.

01:02:40.560 Yeah. 1.00

01:02:41.040 And it's made on a fucking cell phone. 1.00

01:02:44.000 Here I am in my garage, guys. 1.00

01:02:45.760 You know what I value more than cars?

01:02:48.480 Knowledge.

01:02:49.280 Everybody knows it.

01:02:50.440 And here's what a lot of people don't realize.

01:02:51.940 And so like, I love him or hate him. 0.99

01:02:54.000 That is a brilliant fucking ad. 0.99

01:02:56.480 And this is brilliant. 1.00

01:02:57.180 And if people are mocking you, that's a good side.

01:02:59.020 You know, like if there's all sorts of spoofs and stuff, that's a good side.

01:03:02.220 But here's the thing about Ty, too, that people don't realize, and we've, we've like, uh, hung 0.91

01:03:05.800 out a few times and shit, is this. 0.85

01:03:08.820 A lot of people see that, and because of the style, it's like, hey, he kind of just put 0.98

01:03:12.920 it out there.

01:03:13.660 But when you guys are advertising, another mistake that people are making is, and Ty

01:03:16.920 will say this too, is you're not experimenting enough.

01:03:19.420 So people don't realize it took him almost 30 different ads for that one to finally blow up.

01:03:24.980 So even though it was his cell phone, he experiments more than ever, which is why his ads win. 0.99

01:03:30.100 Because like, Kim and his brother, their whole operation, dude, they're fucking, they're 1.00

01:03:33.220 fucking machines. 1.00

01:03:34.020 Like, they fucking test, they test, they test, they test, they test. 1.00

01:03:36.640 If something works, they go all in. 1.00

01:03:37.520 And if it doesn't, they fucking back up. 0.98

01:03:38.940 So it's crazy. 0.97

01:03:39.720 Which is vintage, classic direct response advertising.

01:03:42.860 Yep, exactly. 1.00

01:03:43.520 You fucking write, you test, you put the money behind the shit that works. 1.00

01:03:46.760 And that's why speed's so important. 1.00

01:03:48.120 So when you guys are like lollygagging, like, oh, this isn't right.

01:03:50.240 The worst thing you could ever do is have a partner and talk with your team

01:03:54.380 and discuss if something's going to work.

01:03:56.560 The numbers dictate. 1.00

01:03:57.920 Fuck your opinion. 1.00

01:03:58.760 And not only that, dude, let's be real, dude. 1.00

01:04:01.160 When you start running anything by committee, what happens is, is the fucking final product 0.98

01:04:05.640 comes out so watered down that nobody likes it. 0.99

01:04:08.140 Yeah.

01:04:08.780 You know, because then I got your opinion and I got your opinion and I got Europe and 0.97

01:04:12.460 I got fucking Susie's opinion. 0.98

01:04:13.920 It's tough. 0.98

01:04:14.500 And everybody doesn't like this about this about this. 0.99

01:04:16.600 And you end up with some shit that nobody pays attention to. 0.99

01:04:18.520 Yep. 1.00

01:04:18.900 A hundred percent.

01:04:19.260 So I wouldn't run anything by committee.

01:04:21.240 That's the whole problem with a lot of our government, to be completely honest.

01:04:24.600 I agree with that.

01:04:25.240 But, uh, but yeah, dude.

01:04:27.180 So closing thought, let's just, let's just try to get these people to a place where the

01:04:36.620 best value that we can offer them right here on a closing thought. 0.98

01:04:40.180 I'm going to hit you guys with some real shit because most of the people listening to this 0.99

01:04:43.600 podcast, my guess is that you're here because you want to make money. 0.99

01:04:46.560 And I genuinely want you to ask yourself, what can you do that others cannot?

01:04:53.840 And usually within that answer, you realize why you don't have any money because you didn't

01:04:59.500 acquire enough skills to be able to solve a big enough problem to pay you what you really

01:05:04.620 want to make.

01:05:05.560 So right now, like I can pay a company, you know, they'll pay me 30 to 50 K to go sit 0.99

01:05:10.280 there for four hours to look at their fucking YouTube ads. 0.97

01:05:12.200 But when I started, they'd pay me $50 because that's what I was worth. 0.99

01:05:18.020 So the second tier to that is be grossly honest with yourself.

01:05:21.060 We have a very bad tendency as entrepreneurs to rational lies.

01:05:25.980 We lie to ourselves about where we at, what's happening, how good we are.

01:05:29.740 We talked about this yesterday, dude.

01:05:30.840 Yeah, man. 0.99

01:05:31.380 Like I, I think I suck. 1.00

01:05:33.300 Yes, exactly. 0.93

01:05:34.340 And that's why you're always getting better.

01:05:35.400 Yeah.

01:05:35.780 And too many people come in with that arrogant of like, you're so good. 0.99

01:05:38.660 It's like, dude, if you were so good, you wouldn't have the problems that you fucking 0.99

01:05:41.960 have. 0.99

01:05:42.560 So be honest with yourself.

01:05:43.620 And then once you're honest with yourself, you realize, Hey, score yourself.

01:05:46.700 I'm not good at this.

01:05:47.700 Guess this.

01:05:48.480 Then you seek out mentors or coaches, but not just in general, find somebody who's good

01:05:53.960 at solving that one problem.

01:05:55.420 So for example, I have a different strategic coach than I do a spiritual coach.

01:05:59.960 Then I do a direct response coach.

01:06:01.820 Then I do someone who's all about culture. 0.91

01:06:03.520 You have to understand, like, usually everybody has one thing that they're fucking fantastic 0.92

01:06:08.560 at.

01:06:09.020 And over time they'll have some other really good straights, but everybody has like their

01:06:12.400 one hot sauce.

01:06:13.360 My one hot sauce is that I can create a video to sell anything.

01:06:15.940 That's like my thing.

01:06:16.960 Doesn't mean I'm not good at other things.

01:06:17.960 It's a pretty good, it's a pretty good hot sauce to have though, bro.

01:06:19.720 It's a good hot sauce to have right now.

01:06:21.240 Yeah.

01:06:21.740 But yeah, so everyone here, like, dude, find the right people to solve your problems. 0.99

01:06:25.280 Don't waste time trying to figure out shit yourself. 0.98

01:06:27.780 You think you're saving money. 1.00

01:06:28.520 You think you're saving time, but you're really putting yourself out of business.

01:06:31.080 Right.

01:06:31.420 It's the truth.

01:06:31.920 Yep.

01:06:32.080 Yep.

01:06:32.200 Yep.

01:06:32.400 Well, dude, first of all, this has been one of my favorite podcasts. 0.95

01:06:36.480 It's been fucking funny. 0.99

01:06:37.020 Yeah, because dude, fucking fireball. 0.98

01:06:38.340 I've had some cool guests, but like, like copywriting and marketing and branding and 0.99

01:06:44.140 all this shit is what I like.

01:06:46.020 It's what my passion is. 1.00

01:06:46.760 Wait, let me touch on branding because you mentioned that shit earlier. 0.99

01:06:49.300 Yeah. 0.98

01:06:49.780 So explain to people that they need both.

01:06:51.840 You need both, right?

01:06:53.040 So for everyone listening, and if you haven't seen any of our video ads, we'll include a link

01:06:56.420 so they can see some of our fun ones.

01:06:57.920 We like go all out for these video ads.

01:06:59.420 But then a lot of people say, Billy, why do you go all out on these video ads?

01:07:02.880 Because then you have people like Ty who are like, dude, I'm killing it just on my cell

01:07:05.360 phone.

01:07:05.620 Because when we go all out and I run a pirate ship for a video or I do a parody of the wolf of paid 0.98

01:07:10.600 advertiser, the wolf of Wall Street, people fucking remember us. 0.89

01:07:14.840 So I can do all the ads of the world that are just whatever. 0.92

01:07:17.460 For you guys that might not know, that's called branding.

01:07:19.880 That's branding.

01:07:20.700 Okay. 0.99

01:07:20.900 It's being fucking remembered. 0.97

01:07:21.820 And direct response is running an ad with a, desiring a direct response of the sale. 0.99

01:07:29.040 Yep. 1.00

01:07:29.260 So to sell some shit today. 1.00

01:07:30.900 Exactly. 1.00

01:07:31.180 I want you to buy this now, click here, buy this shit. 1.00

01:07:33.420 That's direct response. 1.00

01:07:35.020 Branding is Billy dancing around with his team to where people walk up in the restaurant 0.98

01:07:39.900 like they did yesterday and say, hey dude, I fucking love you. 1.00

01:07:42.600 I love your fucking videos. 1.00

01:07:43.700 It's crazy, man. 1.00

01:07:44.460 Like, so if all of you want to be remembered, you want to be impacted.

01:07:46.600 I know there's a lot of people who are into coaching.

01:07:47.480 And how does that sell something?

01:07:48.300 Remember the kid that came in yesterday, Julius, I think his name was, he came up and

01:07:53.180 he said, bro, he actually hit me up in the bathroom.

01:07:55.800 He's like, dude, that's Billy Jean, right? 1.00

01:07:57.500 I said, fuck yeah. 0.99

01:07:58.340 He goes, I go, come over and say hi. 1.00

01:08:00.580 What's he get?

01:08:01.220 Do you remember what he told us he's going to do?

01:08:02.800 He's going to college.

01:08:03.560 Going to college for what?

01:08:04.680 Business.

01:08:05.140 Business.

01:08:05.780 And guess what's going to happen whenever he decides he wants to get good at marketing

01:08:09.280 and advertising?

01:08:10.160 He's going to stumble around this way. 1.00

01:08:11.260 And he's going to buy your shit. 1.00

01:08:12.400 So branding, just because it doesn't sell something today, still creates customers long 1.00

01:08:19.700 term.

01:08:20.180 And you need both.

01:08:21.200 And if you want to be in business a long time, that's always a good strategy.

01:08:24.440 Other thing with being remembered, a quick power tip, just YouTube ads are such a good

01:08:27.740 way to do it because they can't be skipped and it's the sole focus.

01:08:30.100 When you do a video ad on Facebook, there's so many distractions around, but on YouTube,

01:08:34.020 you take up the whole screen there.

01:08:35.520 So from a brand recognition, that has been bigger for us than anything.

01:08:39.000 Our ads have been seen like 200 million times on YouTube.

01:08:41.880 So virtually every time I'm out, I get recognized because of YouTube.

01:08:44.640 So if you're not spending money on YouTube ads or building your brand on YouTube ads, I'm 0.97

01:08:48.140 fucking telling you to do it because you're leaving money on the table. 0.97

01:08:50.300 Yeah. 0.99

01:08:50.500 And nobody's doing it.

01:08:51.740 No one's doing it.

01:08:52.340 It's wide open.

01:08:53.200 We do have to take a moment to say, if you want to see some of Billie Jean's incredible

01:08:57.440 ads, go to your website or wherever you prefer.

01:09:00.520 But yeah, BillieJeanIsMarketing.com.

01:09:02.960 Check this out.

01:09:03.460 Go to our YouTube.

01:09:03.940 They're highly entertaining.

01:09:05.200 Like I love them. 0.99

01:09:06.140 No, they're fucking great. 0.99

01:09:07.020 They are. 0.98

01:09:07.640 I mean, they're all around.

01:09:09.000 They're effective.

01:09:09.700 They're entertaining.

01:09:10.500 They're educational.

01:09:11.320 Dude, I wouldn't have somebody sitting here if it wasn't great.

01:09:13.460 No, no.

01:09:13.480 Because in the marketing and advertising branding space, I'm hugely critical.

01:09:19.120 Probably like you are too.

01:09:20.140 Yeah. 1.00

01:09:20.320 Like I look at everybody's shit. 1.00

01:09:21.220 Especially with it being your background. 1.00

01:09:22.400 Yeah. 1.00

01:09:22.420 Like bro, that shit sucks. 1.00

01:09:24.000 Yeah. 1.00

01:09:24.140 Like what the fuck are you doing? 0.98

01:09:25.420 So like, I appreciate what you're doing, man. 0.98

01:09:28.000 I appreciate you guys.

01:09:28.720 I mean, honestly, if you guys haven't been to this office in St. Louis, man, I just want

01:09:33.080 to shout you out for a second and commend you guys.

01:09:35.640 Like you showed me the office earlier. 1.00

01:09:37.340 I mean, fuck, you walk in here and I'm just like, these motherfuckers really got it going 1.00

01:09:41.440 on. 1.00

01:09:41.640 There's system, there's process, there's culture.

01:09:43.420 You can feel it right away.

01:09:44.820 It's just inspiring, you know?

01:09:46.220 Thank you, man.

01:09:46.400 And so like, I feel like I need to go work.

01:09:49.400 Very blessed with great, as much as I say, oh, we made everybody, the one thing that you

01:09:56.080 can't make is people's hearts.

01:09:57.420 Yeah.

01:09:57.640 And we've been blessed to have a fuckload of good-hearted people in this office.

01:10:01.420 And you can feel it.

01:10:02.420 Yeah.

01:10:02.520 So you should be really proud, man. 0.98

01:10:03.580 This is fucking amazing. 0.98

01:10:04.380 Thank you, brother. 0.98

01:10:05.020 Yeah.

01:10:05.520 So guys, that's the show.

01:10:07.280 Remember my fee.

01:10:08.160 Bring me a fend.

01:10:08.900 If you're not on our email list, our YouTube subscribe, give us a click, give us some love

01:10:15.140 there, and we'll see you next time.

01:10:16.740 Back and roll.

REAL AF with Andy Frisella - July 11, 2018

The Secrets of Successful Social Media Advertising, ft. Billy Gene Is Marketing, with Andy Frisella - MFCEO245

Episode Stats

Summary

Transcript