Living The Red Life - From 100k Student Debt to 100K Weekend! With Javier and Marissa

Episode Date: April 17, 2023

Welcome to Wonderland and a trip down memory lane for Rudy with a chat about one of his favorite pastimes: health and wellness! Rudy is joined in studio by Javier and Marissa, who started (just like the Man in Red did himself) with a passion to help people in the health space.Over time they grew disillusioned with traditional healthcare and working in hospitals as health professionals, where they were spending only 10% of their time with patients and 90% of their time documenting stuff. There had to be a better way, and entrepreneurship was that way. They now run The Practice Revolution, encouraging other professionals in the wellness space to become masters of their own destinies, by building their own businesses. Javier and Marissa have been working with Rudy and his team for the past year to really take their business to the next level. They share their insights on how to hone in on what's working, the importance of knowing your numbers, and the value of live events and online challenges. Rudy is encouraging them, and other power business couples like them, to set even bigger financial goals as they Live The Red Life."We want to be able to, like you said, help the people who help the people." ~ Javier The first 1000 to click here and send the promo code from the podcast can claim one of my courses for FREE! - https://m.me/rudymawerlife In This Episode:Javier and Marissa's journey from hospitals to entrepreneurshipThe value of organic versus paid marketing: when to shake the tree and when to plant new treesLearning to take off your ‘health pro hat’ and put on your marketing hatReducing your marketing to a message that's clear and conciseWhat are the challenges of running an online healthcare business? Why live events and challenges are the best ways to bring in high-ticket salesCan dietitians make $10K - $30K on a live challenge?Why Rudy reckons there is SO MUCH MORE scope for growth for health pros onlineAnd more!Connect with Javier and Marissa:Website - https://www.thepracticerevolution.co/Instagram - https://www.instagram.com/thepracticerevolution/Facebook - https://www.facebook.com/thepracticerevolution/Connect with Rudy Mawer:LinkedIn - www.linkedin.com/in/rudymawer/Instagram - www.instagram.com/rudymawerlifeFacebook - www.facebook.com/rudymawerlifeTwitter - www.twitter.com/rudymawer

If you're a business owner listening, you don't have to be a data scientist. You don't have to be the world's best marketing person. Like if you track it, it becomes like very common sense where you could show a person in the street, hey, this is making $200,000, this is making $20,000, which one should I do? Right? And that's how it should be. My name is Rudy Moore, host of Living the Red Life podcast, and I'm here to change the way you see your life in your earpiece every single week.

If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change your life. Guys, what's up? Welcome back to another episode of Living the Red Life. An awesome episode which takes me back to my roots today, which is health and fitness and wellness. We have Javi and Marissa in. Thank you for coming, guys. Welcome. Thank you for having us. So these guys started just like I did with a passion to help people in the health space, realize, hey, we get all these degrees, we go in all this student debt, and then there's not much money waiting for us at the end, right? It's like you get to the end of the rainbow and the pot of gold is disappointing. So just like me, they were like, well, we got to go entrepreneurial here. How do we figure this out?

And they've been, you know, part of our programs for a couple of years now or a year and, you know, really grown their businesses. And you guys have had massive growth. And it's so exciting because the bigger you guys get, the more people you help in turn, right? More health pros, dieticians, which obviously then, in turn, they can help millions of people too, right? And that's why I love entrepreneurship. People are like, oh, it's all about the money. But no, if we help thousands of businesses grow and they're good businesses, they then help thousands more people, right? So it's this like cascading effect. So, yeah, let's hear the journey, right?

Give a summary for everyone that doesn't know you today and the listeners. Yeah, so my name is Marissa. I'm a registered dietitian by trade. This is Javier. He's a physical therapist. And I think with the practice revolution and how we came about really is I've always had this passion for health and fitness. And when I started studying dietetics and nutrition, I realized that there was this huge obesity epidemic happening in America. And I realized that, you know, there were so many chronic diseases that can be prevented or even reversed with proper nutrition, health and wellness. And so with that, I did my dietetics journey and started working in a hospital, which is what all your professors tell you to do, right?

That's how you can help a lot of people. And although working in a hospital was great, I found that I was doing 10% patient care and about 90% charting and documenting. And it wasn't really impacting the patients like I wanted to. And I knew that in order to do that, I had to have a different path. I had to go a different way. And the way to do that in my mind was through entrepreneurship and opening up my own private practice. And so that's exactly what we did. So you guys, you know, got qualified, realized, hey, there's not much money in the typical career

path, right? Maybe some of you listening today have a great skill qualification or experience, but you're not, you realize that, Hey, there's more money out there than this one thing. So then how did that form and how did you grow that into your own, you know, own business and where are you today? Yeah. So it actually started, it was my third year of PT school when I started to realize there's something wrong here. So you're about a hundred grand in debt. Exactly.. 100 grand in debt. It's a little bit too late to quit. And I'm like, shit, what did I get myself into? And so I see all of my colleagues, professors, the people that I was working with at the hospital setting, and they're constantly complaining about how they're not valued, underpaid, similar to Marissa's story. And at that moment, I'm like, I got to do something different, but

I don't know what to do. Not to go too back, but my parents were entrepreneurs growing up. They had a dry cleaning business that they got to about $100,000 per month in sales. But they got to a point where early 2000s, it tanked and they ended up getting divorced. And so in my mind, I was always attributing, oh, entrepreneurship, business, and having a family life, you can't do both at the same time. And so for me, one of the biggest things was realizing that you could do both. You could have it all. And we got to the point where because of that experience and realizing that you can do it, but also realizing how hard health professionals worked for their degrees, whether it was a bachelor's, master's, a doctorate degree, and still were not getting

paid what they deserved. For me personally, I know for Marissa, it was obviously the impact that we have on the client's lives and the patient's lives. But for me also realizing that I want people who want to help people to also succeed financially. And so that's kind of where it all started. I started my personal training business while in school, third year PT school, once I realized that. Shortly after, started a cash-based physical therapy practice. Then I had a partnership in a local physical therapy practice that we grew to multiple six figures within the first few months, first year. And then from there, we decided, you know what, like now that we've figured out how to do this for ourselves,

we want to be able to, like you said, help the people who help the people. Yes. And that's kind of where it all started for us. Yeah, that's great. I mean, I think that's the beauty of entrepreneurship is you can take that skill and then massively compound it and explode it. So you can now have that impact and the financial freedom that comes with that. And I think the thing with entrepreneurship is you talk about family and work-life balance as you create your own rules. So if you want to create a rule where you work 10 hours a week, then you can do that, right? Your business might not be as big as if you worked 40 hours a week. That's just how it works. But you could still probably create a great business, right?

Or you could grow a business for a few years and then cut down to 10 hours a week, right? I have one of my companies does millions a year and I work zero hours down to 10 hours a week, right? I have one of my companies does millions a year and I work zero hours in it. It's fully delegated, right? So like in theory, I could retire now and earn half a million profit a year from that company and just live on that, right? And obviously I had to put in the five years to build it to be able to do that. But that to me is better than a 40 year gig in a nine to five to retire on very little, which is the other option that most people take. Right. So so let's talk about your journey and growth over the last year or two working with us. Obviously, you've got you know, you came and

understood marketing and you were doing some good stuff. And hopefully we helped take that to a new level. So what were some of the biggest growths you had learning lessons and experiences that helps you get to this new level? And now, you know, that can lead in after to what you're doing with clients now. Yeah. So I think one of the biggest things that your company has helped us is definitely our first meeting. I mean, we came in and we had never had coaching at this level before. And so we were just kind of trying to do it all. We were trying, you know, five day challenges. We were trying masterclasses. We were trying, you know, setting systems. Like we were trying everything in order to get clients. And I remember sitting down with you in the first meeting and you were like, give me all your numbers. Give me all the data for every single thing you've done. We were like, oh my goodness. Like we have a lot of homework to do

because we weren't tracking our numbers, our data, our KPIs very well. And so that was a huge realization that you need to have your numbers in order to make the best business decision. Right. And so when we came in, we were doing, we did about a quarter million in our business before working with you. And then after that first meeting, figured out all the numbers. And, you know, it was very clear when we looked at the numbers, what was working and what wasn't. Right. And you helped us realize that. And after that, we switched our business a little bit, started really honing in on the things that were working and cut out a lot of the things that weren't working. And after the first year, we went from 225K to over 600.

Yeah, it's crazy. Yeah, amazing. And what was the vehicle that got you to, you know, it's almost 300% growth, right? So what did you learn that, you know, other people could apply that helped you get that 300% growth? Were there any strategies or ads or was it funnels or sales teams? What do you feel hit, hit, hit, hit, hit, you know, took off and really gave you that momentum?

Yeah. Yeah. I would say it's a combination of things. I think one of the first things was like Marissa was mentioning the focus. So it's like, Hey, this is what's working. Why don't you double down and do that and do it better? And that's clear when you get the numbers, right? Absolutely. Yeah. I think that's the big thing. If you're a business owner listening, you don't have to be a data scientist. You don't have to be the world's best marketing person. Like if you track it, it becomes like very common sense where you could show a person in the street, hey, this is making $200,000, this is making $20,000, which one should I do? Exactly. Right? And that's how it should be. Exactly. So simple when you put it that way. And so I think that was one thing for sure. I think the second thing, and it's so,

you know, it's so simple and everyone says it, but like the mindset of how to think about business, you know, how to think bigger. And I know when we first spoke, it was like, oh, how do we get to, you know, how do we double our revenue? And the second year, the next meeting that we had was basically, how do we get to $10 million a year? Right. And so I think that expansion of just the belief of what's possible and the mindset behind it has been super, super beneficial. And so that, you know, diving into the Facebook ads world, which is a completely new world for us. Most of our growth has been organic, but we have seen some really good wins with the Facebook ads. And so we're still dialing that in every single day, you know,

trying to figure out what works and what works best, but definitely expanding our mindset. And I think one thing that you mentioned to us was with our organic strategies was basically, you know, every single time we're doing a launch or, you know, doing an event, we're basically shaking the tree. Yeah. Right. And in that,, in that, you know, in that analogy, it's like, well, would you rather shake the same tree every few months? And, you know, every single time you do it, you haven't given enough time for the fruit to, for the tree to bear fruit, or would you like to just plant new trees? Right. And I was like, huh, that is so interesting. It's a really great way of looking at it. And so that was one of the mindset shifts

that really hit home in terms of, uh, yes, organic because it does work, but also adding the paid advertising to fuel that. Whoa, whoa, whoa. Wait a second. Before we go into the rest of this episode, I'm going to interrupt abruptly and just ask you one big favor. I hope you're getting a ton of value, a ton of knowledge. I hope you're getting some breakthroughs from myself and the guests. And I want one thing in return. What I would love is for you to subscribe and leave a review. The reviews and the subscription grows the podcast. It allows me to bring you even better guests. It allows me to invest even more time and

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if you hit a five-star review, give us your feedback on the show, the episodes and subscribe and download. Plus, if you do that and send me a screenshot on Instagram at RudyMoreLife, I will send you a bunch of my free training, marketing courses, sales courses worth $499. Yes, $500 worth of courses for a simple 30-second review. It would mean the world to me. Send me that screenshot. I would love for you to leave that review and I would appreciate it very, very much so we can keep growing this show and make it awesome so let's get

back into the episode i appreciate you guys and let's dive back in yeah i mean the way we describe like i describe it like that is organic is like having one fruit tree right and it grows slowly and you regrow the fruit every year and you get a similar amount of oranges every year right and for some people if they just want to live off that amount of oranges every year, right? And for some people, if they just want to live off that amount of oranges, that's great, right? It's enough to feed their family. But most of us as entrepreneurs, we want a field of orange trees, not one tree, right? And that's very hard to achieve organically, right? If you're a celebrity or super viral, then it's more achievable. But most of us, we don't, you know, don't hit that level. So the

paid ads gives us those opportunities and like planting a tree you're going to invest the money in in planting the tree the seeds nurturing it letting it grow and it might take two years before the now you're getting the fruit but two years down the line if you never do that you're always going to be stuck in that one place with that one tree and you're going to live in regret of oh i wish i had started had started two years ago and planted all these other trees, right? Even though it costs money up front and time and energy, I didn't see it coming back as long as I see little growth, right? And some trees might die off halfway and that sucks, but that's also life as a farmer, right? And you have to get through it. So now let's talk about what do you think for anyone listening that's a

health pro, an entrepreneur that sells sort of coaching high ticket, because that's really what it boils down to, right? You know, obviously, you started with dietitians helping a lot of dietitians craft their online business. What are some of the key variables for people listening that are, you know, a health coach, a nutritionist, dietitian principles you've learned and you've applied and you've now helped hundreds of people apply to growing an online business? Yeah, I mean, there's there are quite a few. I would say the the most of the people that that we help, I think, and it's something that I think all of us go through at some level, is we have to take off our health pro, fitness pro, dietitian pro hat,

and actually put on our marketing hat, right? And so, you know, I often joke about this with our, when we were working specifically with dietitians, it's like, you know, I'm a physical therapist, you know, we have this muscle in the shoulder, it's called the supraspinatus. And I would actually ask them, hey, do you guys know what a supraspinatus is? And everyone's like, have no idea, right? Clueless. And they're in healthcare, right? Not physical therapists, but dieticians in this example. And they had no clue. And I'm like, and we're in healthcare, you still don't know what that is. And so that's exactly how your clients feel, right? We're using this terminology. We're talking to them about what we feel is important,

but no one's listening. They don't even understand what you're saying and they don't care, frankly. And so I think one of the biggest lessons is just remembering that the people that you wanna serve, they have pains, they have desires, they have frustrations, they have ambitions. And we have to get in the mind of our customer if we really want to be able to resonate with them and show them that we

understand them and that we can help them. And so I think that's one of the key things that most people really, you know, fall off track with. It's like, you know, get out of that healthcare diet. Yeah, more third grade level. I mean, mean i yeah all the time because we as experts if you're listening to this you're a business owner or a expert consultant whatever author you become an expert right you spend 10 years studying it you learn all the industry terminology but most of your customers aren't in that level right they don't want that level and i always reference donald trump right i'm not into politics but from a marketing being, he just made it, you know, make America great again, right? And he just said it millions of times. And then it's like, everyone believes it, right?

And then obviously, he did well and won because of partly his marketing and messaging strategy. So I think boiling down that messaging and that strategy to something catchy, understandable, and super clear is super important. And I think that's where most people, if they get that wrong, everything else is hard. It's an uphill battle. Definitely. And I would say number two is doing the wrong things at the start. I know for us, and I think you had mentioned in your story as well, that you spent maybe years building your first website. Fail fast is what I like to do now, right? You're going to fail still, but try and do it in a week or two weeks, not four years or two years or whatever.

For sure. And so that's huge. It's like, oh, like people spend months ruminating on like, how do I start my LLC? How do I get my website up? It's like, you're focusing on the wrong thing and it's not going to get you the... The logo design is always the classic. Logo design. Logo design. it's like you're focusing on the wrong thing and it's not going to get you the logo. Design is always the classic logo design. It's like and business cards and websites like, you know, people have this misconception of that's what I need to start my business. Right. And it's like then you get in this internet marketing world and you see people make a million dollars with a Google Doc.

Right. And like an offer. And then they post on their Facebook DM me with the keyword and I'll send you the info and it's a google doc right so that's when you learn hey it's about the offer it's about the promise the guarantee the messaging and if it's clear right and it doesn't need to be you know a fancy logo makes you zero money a fancy website can make you zero money if but you need the strong offer and messaging yes Yes. So let's talk about challenges. I know that that's been a part of your growth and something you help other people. For anyone listening that has an online business, what is a challenge?

Yeah, that's a great question. So basically, you know, a challenge falls into like the category of having a virtual event. And, you know, events have been around for a very long time. Obviously, in the online space, we do them virtually now. And so with the five-day challenge, for example, it's, you know, you have a specific group of people that you help and a specific problem that you solve. And so typically, if you're helping someone, you're taking them through your process, your framework that helps them get the end result. And so one of the greatest things that you could do for your people is host a challenge or virtual event where you give them a piece of the puzzle, right? You show them how to get a one, a step one result so that they, number one, see you as an authority. So it's a great way to build, build authority,

know, like, and trust, and to be able to actually help someone as they're working with you through those, let's say three to five days. And so with the purpose of that challenge is again, for all those points that I just made, it also gives them a sense of achievement and accomplishment. So they actually feel like they can do it. One of the biggest things that holds people back from, from taking action and doing anything is that they're unsure if they could actually follow through. And so with an event like a five-day challenge, people actually start to feel like they can. And with a five-day challenge, for example,

it could be paid, it could be free. But ultimately, what you want to do is give people, like I mentioned, a piece of the puzzle and then make them an offer at some point throughout the event to continue to work with you. And this could be with your higher ticket offer. Yeah. And just so if you're listening and if you've never seen or heard a challenge, you may have been through one, you just didn't know it. But the idea, and I mean, they got really

big in COVID. They've always been around and people have done them, but they got super big during COVID. And I had a friend text me last week. He does these live challenges. He used to do in person COVID change that he now does online. And I think he did 22.9 million from one chat, one three day challenge and one free. Yeah. Three days. Crazy. So, and you know, the, the, the basic concept is, Hey, register today. And, you know, in 12 days time, we start our live challenge and it's going to teach you know, the basic concept is, hey, register today and, you know, in 12 days time, we start our live challenge and it's gonna teach you blah, blah, blah.

And it's a free day or a five day event. And you show up every day for, you know, sometimes they're an hour a day, sometimes they're a half day a day. And yeah, the coolest thing in marketing is the more time someone spends with you, the more likely they are to buy and the more likely they are to pay.

So if you can get someone on free days and they're doing two hours a day, that's six hours. And it doesn't sound much, but in marketing, for someone to spend six hours with you is an insane amount of time. That's why live event sales and challenges are two of the biggest ways to sell high ticket. And you can bring in crazy numbers because they're spending so much time yes right so and i think these are great like obviously you help dietitians nutrition coaches um we've seen challenges work with any type of expert coach authority entrepreneurs teaching something where there's a two three five ten thousand dollar offer at the end of it um it's a great way to sell those higher ticket programs and what what sort of results have you had with the challenges because i know when you

started you were you know you you were doing these mini ones right and now you've started to build them and your clients are building them so do you think can people make 10 20 30 000 like dietitians and nutritionists with challenges yeah absolutely 100 absolutely. A hundred percent. I think, I think the, you know, everything that you said is, is on point in terms of the, the idea that, you know, someone spending all that time with you, it builds all of that trust. Yeah. And so it makes it that much easier to actually convert them on the back. And obviously there's little things, you know, nuances, things that you can do and, and, and how you can structure them to actually get people to complete the challenge. Cause that's a whole nother, nuances, things that you can do and how you can structure them to actually get people to complete the challenge, because that's a whole other conversation. But we've had great success

with challenges. Our clients have had great success with challenges, masterclasses too, which are a bit shorter. And I think just events in general. I know one of the key things that you helped us with last year was our in-person event we hosted for 30 people. And it was a great event. We had a great time and using very similar concepts from, you know, it's the same thing. It's just in a different format. It's either vertical, horizontal in terms of like number of days. And we launched our high ticket offer personally and it was a $30,000 offer.

And we had, you know, 10 people invest at that time. And there was, you know, a super secret strategy that you shared with us. That was just, it was, it was amazing. It was like, it was just very cool how it all played out. And we had a really good day. You had mentioned it's like best breakfast ever. I'm like, yep. And so, and so I think, you know, obviously, you know, the challenges work. We've had several clients who have done them as well. And they've made, you know, you know, multiple, you know, $3,000, $5,000, $10,000 in that, in that one week. And for, you know, health pros, healthcare professionals who are used to making

a lot less than that. Yeah, 40 grand a year, they're making 10 grand in a week, right? Right, exactly. And so it's pretty big. Yeah, and then the other extreme, you know, I have the biggest friends in the industry and they're doing, you know, and they have $50,000,000 businesses, but they're doing 3 million in a week, right? So it's like, yeah, and it's cool to see that spectrum, right? Beginners, you know, you can make 5, 10, 20 grand, your results are obviously going to vary. And there's a lot of variables, but then they're scalable in terms of the model, right? To some

of my friends that run them full times that, you know, that have big, big businesses can do a couple of million. So I like that because it's scalable for start out. If you're listening to this today, you're a coach. This could be a great model to start with. Right. And then if you keep growing and now you're doing 20 million a year, well, you can still be running challenges. And hopefully now you're doing a half a million dollars from that challenge. Yeah. And that's a good use for anyone's three days. It's a good three day result. So great. So where do, you know, if someone's listening, they're a health coach or a nutritionist, dietitian, where do they find you guys

and how can they pick your brains and learn more about you guys? Yeah, so we're on Instagram. We are at The Practice Revolution. We are also on Facebook and we are Business Growth Secrets for health professionals and wellness coaches. Good, love it.

Well, I appreciate you guys. It's been so amazing to see you guys grow your journey. I'm glad to be a part of it and, um, you know, proud of where you guys have grown to. And, uh, I, I also know it's still only, you know, 5% of the way for you guys, you've got so much more left to do. Um, and it's been a privilege to be part of that journey and see what you're doing out there and helping other health pros and nutritionist dietitians. That you know my background it's great to see them having that that vehicle and that access to how can i impact the world right how can i help more people than the one-on-one like you said in a clinic so yeah if you're into health fitness

nutrition you're trying to grow a high ticket business as a health pro or nutrition or dietitian, expert or coach, hit these guys up, look at what they're doing, go through their models, go through their trainings. And yeah, I'm so excited to see you guys keep pushing it. So thanks for coming. Appreciate it. Thank you so much. Until next time, guys, keep living the red life. I'll see you guys very soon. Take care.