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

Episode Date: July 11, 2018

There are a lot of eyeballs on the internet, 24/7, so if you're an entrepreneur & you're not capturing their attention, you're leaving a lot of income on the table. In spite of the huge opportunity the internet offers, for low-cost marketing & high volume sales, most people don't have any idea how to create ads that really convert. My buddy Billy Gene is an exception to the rule. A huge exception. In this episode, he shares his valuable knowledge & experience to help you transform your social media marketing status from "loser" to lucrative.  

I can stack them hundreds to the roof. I ain't stopping till they stack to the moon. Without me, my family wouldn't have food. Anybody go against me, gotta lose. What is up, guys? You're listening to the MFCEO Project. I'm Andy. I'm your host, and I am the motherfucking CEO. Guys, today we've got an awesome, awesome podcast, full length, full length feature motion production. Some of you guys are bitching to me about how I've been off my game for podcasting. You know what? I fucking have. You know why? Because I don't just talk for the sake of talking. I talk when I have something of value to say, which I would highly recommend for all of you as well. There's nothing worse than people who just put out content that really serves no purpose. 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, I take some time away. It's nothing new. Um, if you've been a listener to the show, so, uh, 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. And I got a real fucking job, motherfucker. My job ain't to be popular on the internet. 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 MS CEO project. Now, if this is your first time listening, yes, we are a business podcast. Yes, we are also a personal development podcast. Yes, we are free. And yes, we are ad free. And the reason that we are ad free, which I could make seven plus figures a

year doing ads on the show because of the way that we've got it ranked is because I like to keep it value focused. Now, in exchange for that, guys, I do have a fee and my fee is not monetary. My fee is this. 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. By the way, we're humble about it. If you get those things, I would appreciate it if you would share the episode that you got the value from with your friends, because that's how we do this. We're an organically driven show. We don't run ads. We don't have ads. I don't run ads to promote the show. It's all organic and it's all on you guys. And we happen to have a pretty fucking great community that supports the show. So if this is your first time listening,

join the community, become a motherfucking CEO of yourself and share the message. 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. And in a few months, Von Swoller. Von Swoller. That's right. DJ, DJ God to some of you. What's up, dude? We got an email from a new guy.

You're looking a little more buff. Thanks, just a little bit. Yeah. No, I'm serious, dude. Oh, I appreciate it. I noticed it when I walked in. I appreciate it. I would tell you if you weren't.

No, I know that. Tyler, you look like you've been slacking. I know that. Tyler's been slacking. Von's going going to outbuff you, dude. What are you going to do about that? That's pretty, that's, that's pretty humiliating. I welcome that. Yeah. I think Vaughn's going to outbuff you, dude. All right. Um, so as I was saying, uh, did you know that we got an email from, uh from a reporter from the New York Times? No, I didn't. We did.

Well, I didn't. How would I know if you didn't tell me? Well, they wanted to know, she's apparently writing an article about how podcasting entrepreneurs like yourself who have massive influence monetize your podcast. And I said, well, we don't actually. Yeah. So- What did she say? Well, I'm waiting for her response, but I said, basically in three years of giving out free information, we've literally, other than writing a series of children's books that are just meant to impact the next generation, we literally have not advertised or monetized.

Well, there's two ways to look at it. And this is actually going to be a great show to talk about this. Um, but there's two ways to look at this. And this is actually going to be a great show to talk about this. But there's two ways to look at this. You could directly monetize something or you could passively monetize something. And you know what happens to people who listen to the show over the course of years and get the value over the course of years? They end up becoming customers of my other companies. They end up buying first form. They end up supporting our tequila brand. They end up doing things that we don't directly sell them to, but they end up supporting our tequila brand. They end up doing things that we don't directly sell them to, but they end up becoming customers in other ways. And I would argue that that is far more valuable, which is another reason why I don't charge for a lot of shit.

Then, you know, then trying to monetize, you know, with 10 minutes of ads that are going to know the fuck out of everybody. You know, that's the biggest complaint i hear other people's podcasts they're like dude it used to be good but now the first 20 minutes are just ads you know and most of these motherfuckers don't know how to read ads or do a live read or genuinely promote something and it just sounds stupid so yeah it's not going to be us so i yeah i'm looking forward to hearing what she has to say yeah and then i'm going to send her a bunch of incriminating photos of you. Good luck. They're all out there.

So, anyway, we have an awesome guest for you guys today. He's flew in from San Diego. No, I live here. I live here. No, you are not the guest. I would wish you would move to San Diego and go away. That's the truth. You guys have probably seen him on the internet, and if you haven't, you will be seeing him.

Yesterday, he flew in. We definitely drank a lot of tequila and a lot of beers for my birthday. Got my buddy here, Billy Jean, is marketing. What's up, dude's up hey thank you for having me yeah first of all let me jump in and just say i'm stealing a quote don't bitch about free yeah i fuck you don't bitch about free yeah i'm at home i'm at home is how i feel right now i feel calmed yeah by that bro like it's it's ridiculous like the word entitlement can be used to describe so many different aspects of people.

But when you have somebody that's giving you shit of value for free and you're bitching about it, you're pretty much a piece of shit. That's it. It's a fair. Yeah. So remember that when you bitch about people's content. Look, I'm not the only one that people – I see it on everybody's videos. They bitch about my shit and I'll be the first one to tell them, fuck it, I don't care. Right.

It's like, what are you doing? Or they'll say, you know, like I see it. They'll say stuff to the other guys out there who are doing a lot of free content, like Gary. And they'll say shit to him. And it's like, dude, you know what? If you don't agree, that's one thing. But just because somebody's saying something the way you don't like it and 90% of it you

like, and then you're going to attack it, and 90% of it you like, and then you're going to attack them on the 10% because, you know, this or that. Dude, fuck you. People doing this shit for free. You know that it's 100% entitlement. People feel like, it's like, what do I owe you? I don't know you. It's kind of a weird phenomenon that it's really always the non-contributing zeros that

are the ones that are complaining. The talk shit. The lie to the truth. Yeah. That's the truth. It really is weird yeah so before we get into what we want to talk about um dude let's get into a little bit just let people know you know your background uh your entrepreneur story and just you know kind of let people know what you're doing you know where you came from what you're doing now sure for the sake of value

i hate spending a whole bunch of time on myself yeah that's the fucking most boring shit here's the bottom line this is more just yeah this is more just edifying you oh there you go yeah all right i'm great so i'm the best in the world when it comes to using advertisements to turn clicks into customers that's like what we say and uh simply man i went to college university san diego born and raised in san diego i dropped out and i didn't go to my last class and i was one class away still am today from getting my business degree. I went to Cabo with my ex-girlfriend. I started a mobile oil change company that went to shit. I ended up in an online university where I was making 600 cold calls a day,

asking people to go to college, ironically, when I didn't finish it. So I was that hypocrite. And then after that, I saw the power of the internet and how you could, you know, impact people with these online courses. And so, long story short, I ended up selling this online quit smoking program. And at the time I had no idea how to do it. So I tried call centers. I tried cold call. I did everything under the sun that you can imagine. Then I finally stumbled across this thing called Facebook ads. And when I started

advertising on Facebook, I made like one or two sales. I still lost money, but I realized it was possible. And it happened when I was asleep. And I got fucking obsessed. I was living at my mom's house at the time. I started running one ad. Then I started to go to Craigslist and find companies who were looking for marketing people. And I'd call them and say, look, instead of hiring a full-time employee, which is expensive, pay me as a contractor. And I just would fucking cold call people the same script again and again.

And that's how I started to build up my business. Fast forward, we started working with some of the largest franchises in the world. A ton of them, like from your massage interviews to your Orange Theory Fitness to your Club Pilates, like that whole fitness niche. We work with them and we did Facebook ads to bring them customers. Also too, the biggest thing about my career that I want everyone to understand is that I didn't try and do an agency on purpose. I just kind of knew about this Facebook stuff, which is like the thing right now. Everybody's a fucking agency. It's so annoying. None of them know what the fuck they're doing. It's crazy. And so for me, when I was at my mom's house, I didn't have any credibility.

So I told people, look, you don't have to pay me if you don't make money. So I had to learn how to get them results ROI. So I never got into like the branding side at first. It was all very simple. You give me more simple. You give me more money. You give me money. If you don't make more money, you don't pay me. So I got really fucking good. Cause I had to, I got no money if I didn't win. So I only could win. And that's kind of how I am today. Yeah. Well, dude, that's the thing though, is how many people are willing to learn something new now by dude, first of all, people just aren't willing to fucking go out and get their head beat anymore they're just not so uh and the other thing is is dude how many people

are willing to what we talk about on the show all the time and what i live with my company we're probably the only company that i know of on earth that offers 110 money back guarantee which if you really wanted to you could turn ordering first form supplements and returning them into a career okay it'd be a very low margin you'd be a dick but you could do it but you could do it and but the point is is we stand behind our shit because we do the right thing yeah and dude when you're willing to do that and you're willing to do it over the course of time guess what you're going to be one of the first major clients i got was in the franchise he uh he called me and he like was counseling the day he was going to pay he He's like, honestly, I heard this Facebook stuff doesn't work. We can't

do it. So I sent him an email. I was so desperate because I was depending on that money to pay my shit. So I said, look, if you don't make money, I will triple what you're paying me. He's like, will you send that to me in an email? So while he was on the phone, I said, stay right there. I sent an email that said, I'm going to triple what I pay you if I don't make you the money. I got him 123 leads in one day, the most's ever seen he called up six other people who had a location and that's how i started blowing up in the franchises dude dude i got a funny story that's very similar to that um ryan riggle who works here at first form now he's one of our executives at first form he when i met him he sold um cable tv advertising right and we dude i And we, dude, I couldn't afford anything

because we weren't making any money. So, he called on me for like two years straight. Like, literally, got to the point, it was,

it was the point where like, he got annoying and then I just accepted that he wasn't going to quit. And so, he just showed up and we'd hang out and then he would leave

because I couldn't do any business because I couldn't afford it. So, it was like was like like he called on me then he just kept showing up and i was annoyed like i'd see him in the store and i would like not go in the store because he was in there he would go in there even when andy wasn't in there yeah funny yeah and then the next girlfriend yeah right dude and then it got to the point where i just ignored him because he's gonna be in there and then finally like we start i'm like so dude look yo but that's it yeah that persistence is it that's what no one has anymore when they hear no you just fucking quit yeah like that's where the wins are this was the this was the dude wait till i tell you what happened so

he sold the tv advertising and and we were going to do a radio campaign he's like all right well and he thought about it like this. Well, if I could help them become successful on radio, even though I'm not making anything, I'm going to earn his trust and we'll move forward what makes me money, obviously. So he helped us with this radio thing and I remember him telling me,

like, dude, it was like, I don't know. It was like four grand a week, okay? And we spend a hundred grand a week now. So, but't know. It was like four grand a week, okay? And we spend 100 grand a week now. So, but dude, we didn't have four grand a week. Like, fucking, it meant, like, there was a difference between us eating and not eating. Right. So he's like, look, man.

He's like, you gotta stick with this for 12 weeks. Otherwise, it's not gonna work. So he got me to agree to that. It's a big-ass commitment at the time. Right, huge deal. So eight weeks in, nine weeks in, dude, we literally had not gone up at all in sales, like zero fucking dollars. And I'm freaking the fuck out.

I'm like, holy fuck, dude, we just spent all this money. We're getting zero results. And, and previous to this, I've been in business for like 10 years. Okay. And I had started and stopped advertising so many times because i never learned what i was about to learn now and and so he's like dude look he's like if you don't if you if your business doesn't if this doesn't work out after 12 weeks i'll give you your money back. And I'm like, I like him.

I'm like, how the fuck is this guy going to give me his money back? So I'm like, all right. And he, dude, clearly I, you know,

he didn't have the money to give me back. I knew this. I know this now. I didn't know it at the time. And he was just like, he just was trying to get me to calm down. Well, dude,

like 10 weeks in, uh, we, our business went up a little, dude, literally on week 13, our business was double what it was on day one. No shit. Double.

That's Bravo. Yeah. So now we went into not only that, but we started buying ads from him for cable where he started getting paid. His number one customer. And then after a few more years i just fucking hired him and now he like he has a way better career here than he had there and it was all because he was willing to stand behind the advice that he was giving you know the problem that we have right now is that we have these fucking quote-unquote entrepreneurs teaching people how to open digital ad agencies because nobody knows

how to market. And that's true. Nobody does know how to market. It's a problem. But the answer isn't for you to go out and start a digital online agency when you don't know what the fuck you're doing either. That's just out of integrity. That's, I was going to say, you said something very crucial that a lot of people do not understand. You're like, I didn't set out to make an agency. You just got good at a particular set of skills and then evolve from there. See, people spend so much time chasing the money but if you fucking chase solving the problem the money flies dude so it comes in it's the whole game it comes in boatloads because you're solving the problem better than anybody and dude that's a huge problem right

now because there is a huge need for digital agency, quote unquote, experts. But the problem is, is that none of them are experts. And it comes down to unwillingness. So think about this. Doctors, 10 years to get their degree. Then they'll do another two years in residency. Attorneys, six years in school, seven, eight years when they can practice, all that.

Entrepreneurs, one fucking course for 300 bucks online, they think they're fucking professional. Yeah. And they're going to come in and tell someone who's a bit, dude, I had these motherfuckers call on me. They don't even know my background. Like I started in direct response. I'm a copywriter by fucking trade. Okay. I started selling fucking fix your credit books that I wrote when I was 17 years old in a newspaper. All right. so i've been writing copy for 20 fucking years and i got these motherfuckers sending me emails saying hey i can help you with your digital ads motherfucker we spent 100 grand a day on facebook you can't help me with shit fuck you go learn something you know what i mean it's real though but so and dude this

is why this is why i wanted to have you on the show because you're one of the people that has truly become a real expert in this space, which is awesome for you because the space is so wide open right now. It's really good timing, man. Yeah, bro. And the thing is, is like,

dude, you're combining so many of these different elements that I've always been interested in because I love copywriting and I love direct response and I love branding, which by the way, you need all three. But what you've done is you've taken guys who, dude, the Frank Kearns of the world, the guys who are, you know, Craig Clemens, these dudes who have like- Doge's. Yes. They've, you know, even Dean Graziosi, guys who have taken copywriting and turned it into billions of dollars.

And what you've done is you've taken it and you've applied it to what the tools we have now, which is awesome. And that's the thing that's changed. What a lot of people aren't realizing is, look, business is always going to be the same, right? You put a message in front of somebody, you ask them if they want to buy some shit, you keep them happy, you keep them coming back.

The coming back part is the part that none of these motherfuckers get. No one's getting it. That's how you stay in business and build a real brand. It lasts forever. But the biggest thing that I see is that the ABC, the CBS, the TV stations, the radio, the billboards have all switched to Facebook, Instagram, YouTube now. But the reason why somebody picks up a newspaper was different than why somebody goes into

social media today, and that's to be entertained. You solely go there because you're sitting there bored. You're fucking listening to this podcast. You have your phone up. You're seeing what your friends are doing. Therefore, if that's why everyone's there, you have to play by the rules. You can't just come there and say, buy my stuff, buy my stuff, buy my stuff. Which is what everybody does.

It's so crazy. Dude, like these motherfuckers in the fitness industry, like every fucking day I see them. And dude, you can always tell people who don't know what the fuck they're doing by how often they run a sale. Because if their main strategy is to run a sale, that means they don't know what the fuck they're doing.

Yep. A thousand percent. Dude, they never run a fucking the fuck they're doing. Yep. I mean, you, yeah, like, and you kill your margins. Like it's just, and then your customer sits there and they will not buy regular cause they know you're

about to have a sale. It's the dumbest shit. And all I see from these fitness motherfuckers and a lot of them are my friends, but I try to tell them this shit and they're just like, no, it works. I'm like, it,

you think it works because you don't realize how well it would work if you didn't do you would to be doing it yeah but like dude they're getting on facebook or instagram every fucking day dude today's today's special is this today's deal is this by my seven percent 77 off today well what's gonna be tomorrow so to be tomorrow? 78%. So guess what? I'm going to wait. And like, dude, they're training their customers to only buy when they're running a sale, which means you're taking your margin, which would be X, and you're dividing it into fucking by three. And now you're operating your entire company on a margin that doesn't make sense mathematically.

See, and I'm going to give your audience something real tactical. So if you guys are listening at home right now, I'm going to give you like the simplest exercise that will fucking allow your business to grow sales without discounting shit. And all you have to do is you take a blank piece of paper, okay? And you think about who your ideal customer is, the person you want to be your customer. Then I want you to draw a giant capital T on that piece of paper. On the left-hand side, I want you to write the word problem. On the right-hand side, I want you to write the word problem. On the right-hand side, I want you to write the word solution.

Then I want you to write the top five problems that your potential customer is facing. Then I want you to create a video solving each one of those problems. And at the end of the video, ask them to fucking buy. Super simple formula. I'm telling you,

it works every single time in every single industry. Because then they're buying because they want the solution, not because it's a discount and I might as well grab it. And then they don't even end up using the product or service anyway. Dude, they certainly aren't going to believe in it. They certainly aren't going to promote it for you. They aren't going to post it on Facebook. They're not going to tell their fucking friends. You know why? Because nobody feels good about buying something on a discount other to themselves. People don't brag about, oh dude, I bought this fucking this for this and it was this percent off.

That's what people that have very little money do. The people who are going to be your customers for life, who are going to promote your business, they're people who are going to be proud to pay the price for your product because it legitimately helps them. Oh, yeah. You know what I mean? And then they brag about it. Yeah. So now you're harnessing the power of the tools that we have, aka social media, to your advantage.

Yep. You see what I mean? And in addition to that, like people, like if I ask you guys right now, why do people buy? People will answer because they like you. Yeah. But for some reason when we go online, we forget about being liked. Right. That's still necessary.

That's still the reason why people want to buy. So I always tell people like the reason why we, as an agency for the last like four years, every single client we've worked with, we've required them to use video ads. And if they don't use video ads, we will not work with them because they keep selling their product service, but they forget to sell themselves. And so I say, people, I said, look at your sales process. And then I want you to evaluate and ask yourself this one question. At what point in the sales process do we make the customer laugh or smile? And if every single step of that process, when you're touching a customer, you're not doing those two things, you're missing an opportunity to create those raving fans that you're talking about that keep coming back again and again and again.

It's something people don't think about, but it's so important. Well, dude, so your, your formula, it's, it's very simple, but it but it's fucking brilliant yeah and the most brilliant things in the world happen to also be simple always because no one could actually judge something as brilliant if they can't fucking understand it all right so you have entertain educate and execute is your three main points now you touched on entertaining what about the guy what about the like dude i've been fortunate and i am not blessed with a good personality believe me i have had to develop it all right i believe you i'm not naturally charismatic like people think that i am but i'm not i'm an introvert and i don't really fucking

like people and that's the truth so i've had to work really hard at developing a personality for audio and video because of the entertainment aspect. Now you take this so much further than anybody else is right now, but let's talk about the guy who let's say, is it good? He's, I don't have the personality. I'm not somebody who's good on camera. I'm holding up my quote fingers here. Well, I'd say number one with what you just said is you realize something that nobody realizes, and that's entertainment is not a choice. It's required if you want to succeed. So the first thing is owning the fact

that you saying to yourself, well, I'm just not that personality, you're fucked and just stop doing business, and that's fine. But for entertainment, it doesn't always have to be about you. So if you guys are, again, if you listen to this whole podcast,

you should have a piece of paper and a pen out. The other three things I'll give you are these. Number one is props. Number two is music. And number three is environment. Okay. So regardless if you're boring as shit or you think yourself is boring, everybody can buy a prop. So if you go to Amazon and look for oversized or really small anything, it's a great way to grab people's attention. A giant card. Like you guys ever seen a giant card, a giant set of flowers, a giant anything, a giant shoe, whatever industry, whatever your customer is looking for, a midget, like get something oversized and do that. So find props. You can get them on Amazon. They'll ship them, use cash cannons. You can use all kinds of shit. Okay. Next is music. So there's two websites that we love for this audio jungle.net and artlist.io.

A-R-T-L-I-S-T dot I-O. Those are websites where you can search for music by emotion. So you can type in angry. You can type in sad. That's cool. Mad. So whatever the tone of your video is, again, if you're not the funny guy.

Save you fucking hours of time. Oh my God. And here's the thing. They're $7 to use a song. And you can actually legally use them on social media when you're advertising so you don't have to worry about your ad being flagged. And then the third thing is environment. Go somewhere weird that people don't typically see. It doesn't cost you anywhere to fucking walk somewhere or Uber somewhere.

Maybe it's only a couple bucks. Do it on top of a mountain. Do it underwater. There's underwater cameras. Do something that people are going to have to watch because if you don't grab someone's attention the first five seconds in social media it's over you lose every time yeah that's it so dude and here's here's something i want to add to this and i've said this before on the other on some of the other podcasts the the because of the way the you talked about the rules have changed okay we have different

tools that have different rules now whereas you go to business school right now they're going to talk to you about the importance of your logo and people want and your branding and this and that and this motherfucker people are more connected than they ever have been in the history of earth people are not buying from a corporate logo anymore in fact they want the opposite of that they want to see who's behind the logo they want to see the person step outside of behind the logo and become the personality that's who they want to buy it's the same reason why like progressive they brought flow in you know the insurance check because they had to put a person this is why you're seeing all the little companies chip away at these.

Like, yes, there's these huge companies right now that are still doing well, but they are not doing as well as they were five years ago because all these little guys have figured out something that they had before, which was a liability, which was this. They are small. They are people. And if people want to buy from people and can see the people they buy from they will go for that business or that product every time over the big corporate you know giants of the past so what you think is a liability you know i'm not big enough i don't have the funds i don't have this i don't have that it's actually a tremendous advantage that

the big companies can't fake because they're too big. Yep. You know, so it's a huge part of just, you know, understanding the dynamic of the rules is like the things that you think, Oh, I can't afford to run this ad, or I can't afford to do this. I can't afford to make these videos, dude. The fact that you can't afford that is actually your biggest advantage against them. Yeah. And in addition to that, there's a lot of grades to get around the affordability part. Like when you just told that story, you said it was going to cost me four grand a week to run this billboard ad for a lot of people. That's like, what the fuck? Yeah. Today you can run an ad on Facebook for $5 a day. Dude, stop buying your fucking Starbucks. And now you have the time and the money, how companies can grow. Think about

this. So five, six years ago, before social media really got to where you could do what we're talking about yeah maybe seven years ago now um we have a franchise company right so for us to let's go to to open our brick and mortar retail stores in let's say chicago one of the biggest metropolitan areas you have to to think about this. What would it cost before the new way of advertising, the new way of marketing, which is Facebook and YouTube and social, Instagram, podcasting, all this other shit, that a lot of it's free.

If it's not free, you can highly target it down to where you're actually getting your best customers for not much money. But before that, if we wanted to go to Chicago for me to cover the entire area, think of what it would cost me to buy radio, television, billboards in an area like that. Our company simply could not afford to go there and do that. It'd be impossible. When I saw billboards in San Diego, so I did as an experiment, like I'm a social guy, but I desk with all kinds of advertising. 36,000 bucks for four billboards for san diego site that is an experiment like i'm a social guy but i desk with all kinds of advertising yeah 36 000 bucks for four billboards for three weeks yeah

that's what it costs yeah for fucking four billboards yeah it's insane dude and and but but the limiting factor of growth right now even for companies that are brick and mortar and by the way a lot of people say oh brick and mortar's dead no it's not it's not the motherfuckers you just don't know how to fucking market properly and with the new tools brick people still want to buy from motherfucking people people they come in our stores every fucking day see our people who by the way they entertain they educate and they equip which is funny because we use equip instead of, instead of execute because we want people to leave with the tools they need to get the result. Right.

So, um, but people still want that connection, man. And you'll have some of these fucking experts right now. Oh, brick and mortar is dead. No, it isn't. No, it'll never be dead. It'll never fucking be dead. Billy Jean, I have a followup question for you. You said, uh, props, music and environment.

And with music, you talked about like connecting with the right emotion yep so for environment in your experience have you found that there's should there always be a consistency like let's say you're you're you're presenting something like it's an information product it's education should the environment necessarily be consistent like like should you choose a library or a classroom? Or is it better to actually switch things up? You got to remember, we're talking about two different things. We're talking about marketing. You're talking about the actual product. Well, yes and no. I mean, I guess I'm thinking about like, if you're buying, if you're trying

to pitch something that's maybe helping people be smarter and you're creating an ad for that, right? I mean, would you personally record that ad in an environment that sort of calls to mind smarts or is that – I would test both. So there's a school of thought where when you run an ad and let's say like we're going after people in fitness. Well, if there's an ad in a gym, they're probably going to stop and look the first five seconds because that's what they're used to saying. That's the language that they speak. But at the same time, there's little things that you can do to grab attention in that same environment, like start below the camera. So for example, one of our best performing ads is literally,

I crouch down and I just fucking pop up and go, yo, what's up? And so, and like, here's a huge, huge tip. Look, we live in a day and age where everybody fucking knows they're being advertised to. Right. Fucking customers are smart. They're not dumb. Right. So please stop. Try to be slick.

Try to be fucking slick and break down the fourth wall. So like almost every ad I do for like our company, when I'm trying to reach entrepreneurs, I literally say, Hey, Hey, Hey, Hey, you're watching this ad on YouTube right now. And I know you were looking at cat videos, whatever the fuck else you were doing, but I got something important to say. But actually acknowledging them and saying it's cool, it's an ad, it's amazing. Okay, and dude, which also, by the way,

builds one of the most important concepts to you retaining the customer past the sale, which is trust, okay? Amen. So what you're doing by doing that is you are you are making them trust you they say hey this motherfucker's telling me the truth okay so you're they might not say oh i trust this guy 100 the first time but you're planning the right seat at least he's talking to me not fucking pretending like talking around me on some ninja shit and dude

how i i asked this question a lot when i speak i said how many of you how many of you people raise your hand if you know when you're, how many of you people raise your hand if you know when you're getting advertised to? And they all raise their hand. I said, what makes you so fucking smart that you think you could fucking advertise and people aren't going to know you're advertising to them? You know what I'm saying?

It's real. Every motherfucker raised their hand in the room. Everyone, you know? So, dude, like, be real. Be genuine. Yeah. It's a crazy secret, but it's real. I was going to say that reminds me of when you were in Miami for Gary V's event and you were talking to the insurance agents.

Take your fucking face off your motherfucking card. No one gives a fuck what you look like. My favorite example of that is real estate agents. They all have the same fucking LinkedIn picture like this. I went on about this. Every fucking time? I went on about this for 30 fucking years. I went on about this for 30 fucking. You made them raise their hands too, didn't you?

I go, how many of you motherfuckers have your face on your business card or on the side of your car or on your billboard? And every motherfucker raised your hand. And I said, why do you do that? And none of them could answer, right? Because this person did it. Because that person did it.

Exactly. You're only doing it because other people did it and that doesn't make it a good reason and dude slowly dude i went on for 30 minutes about it gary after the thing he was like that was fucking funny but dude it's just like stop doing shit for for because other people do it because you know what all those other motherfuck, they don't know what they're doing either. And by doing things just because other people do them, you're stealing from you the opportunity to actually learn how this shit works. Yeah. And I want to parlay like basically what you guys were saying right there.

I think a lot of people aren't themselves or aren't genuine or put up that corporate thing because they believe the way to get trusted by the potential customer is by doing the things you kind of see on TV. But the only way to get trust in today's age is to be fucking honest. Now, some people say, well, the truth is I still live at my mom's house and blah, blah, blah, blah, blah.

Look, people respect the fucking journey. Yeah. If you tell them where you're at and say, this is where I am today, they will fucking buy. They will stand by you. They will support you. They will root for you. You mean they'll actually root for you instead of you going out and standing

in front of someone else's fucking lambo and their private jet like dude it's crazy yeah i've got a course for that by the way so you you mentioned this um and one of the, so I have a three-part process to customer loyalty. Yeah. And it's educate, trust, loyalty, right? Okay. So the first thing you can do to get someone to trust you is to educate them on something that is the truth. Then they go out in the real world.

They see it's truth. They come back. Right. They trust you a little bit. And that process between education and trust might happen 10 times. It might happen two times. It might happen 100 times. It might happen a hundred times, but eventually they're going to stop questioning if you're telling the truth

and they're going to become loyal. All right. So the, your second part of your process after the entertainment aspect is to educate. So which guys, the reason loyalty and trust is so important is because after we sell them the first time we got to keep them all right so i love this about your process is because the educating part um builds the trust in the process and when a lot of people you guys aren't realizing is that you know 10 times more than you think you know i think sometimes we're all on our own worst credit oh my god we're always comparing it's imposter syndrome shit 100 dude believe me we talked about this yesterday yeah like i i legitimately like wonder sometimes like why the fuck do people even listen to what

i said like i'm not listening right now you guys turn this shit off you know what i'm saying like we talked about yesterday i'm like i'm i'm nothing and i truly believe that. It's to a fault though sometimes. And you have to understand that like, dude, we all feel that way. We all feel like we're faking it. And the only thing that takes you out of it is taking the leap, putting out some content to educate. And then when someone responds

and sends you that direct message and says, hey man, I just saw your video. I know it only got 12 views on YouTube. I was one of them. That shit changed my fucking life. And then that becomes the confidence, the blood force, the energy to want to keep doing it again and again.

And then pretty soon you're like, oh shit, I guess I'm kind of valuable. And guess what happens when you do something over and over again? You get great at it. Yeah, that's it. You get fucking good. Yeah.

So let's talk about the education process. Why is this so important and why is it such a valuable piece of your formula? I think right now there's so much bullshit out there because the barrier to entry to business is at an all-time low because we have so much access, right? Like anybody can fucking make their own Wikipedia page. Anybody can make a website, profile pic, take a picture in front of a fucking Lambo, dah, dah, dah. So to really differentiate yourself, you actually have to demonstrate expertise. See, we came from a

background where everybody can tell them how great they were, right? I'm going to put my name on a billboard because I have a billboard that by default means I'm fucking fantastic. But now today you have to show. So if there's any marketers in particular listening, stop running advertisements telling people how much you can grow their business. Record yourself actually helping a business for three months. Show the fucking process from when you came in to the end. Chop it up in a six minute video and then say, if you want me to go through this process with you, click this button below and your fucking business will explode.

And this is a saying, you have a saying about this demonstration outclasses self proclamation every fucking time guys like fucking demonstrate don't fucking tell demonstrate don't fucking tell yeah that's really the key with education that's why we fucking do it yeah yeah dude and and and from your experience how much more effective is that process with with advertising you versus verse because i because i know you've run both kind of ads in your life yeah all right so let's give people a little idea like honestly the difference the other ones don't work anymore they don't work at all they just don't work and that's what i'm

trying to get you to say that's like it's like a hundred like we say a hundred to fucking zero it's it's real shit so i have a lot of clients and they're like dude why are my ads working like i put this picture of this cat and like people are liking it and clicking it. I'm like, well, did you fucking show them anything that would actually help them? Yeah. Like no enemy. Did you just stand there and talk about how great you are? What you do?

Exactly. It's just as classic as the fucking ShamWow. Everybody's seen the fucking ShamWow commercials or you've been to a fair where someone takes out a fucking knife and they chop up vegetables. You're like, dude, I'm not even, I'm not even into cooking, but I'll buy that product because they put on a great demonstration yeah that's it like simplify business figure out what your product is and just fucking demonstrate people using it and ask them if they want to buy it i promise you do nothing else and you're great your life will change it's the old

test it's the it's just testimonial man yeah it's just a different way of a testimonial you know we've all seen the before and after pictures well the reason those fucking work and the reason you can't put them on fucking facebook anymore is because they work so well that people can actually sell completely bogus shit yep based off of a simple before and after well think about your business or what you're trying to sell how how are you going to demonstrate your before and after it might not be i lost 50 pounds, but figuring out, you know, I got this fucking steel pipe. And guess what? Here it is as a pipe,

and I cut the motherfucker up with the Ginsu, and now it's a bunch of little pipes. You know what I'm saying? Like, before and after. That's it. Now, I know neither one of you guys ever needed to watch this show, but did you ever watch MTV's The Pickup Artist?

But Neil Strauss? Yeah. I met him recently. He's a badass motherfucker. By the way, but I did read the book. Really? Okay, so the best part

of that show was the footage, the behind the scenes footage of watching the guys going and trying to pick up the girls in the bar, which to me sounds like exactly what you're saying.

It's a demonstration. Even like real estate agents, think about it. The most successful real estate agents today are the ones with a TV show that go in, they go to a house, they fucking record themselves like fixing it and then they fucking sell

it. It's just- And if you, let's go back to the real estate agent. I actually fucking said this on the stage in that talk where I told motherfuckers, I'm like, how about this? How about instead of putting your face on a fucking business card and writing the same fucking shit about the house. Like everybody else writes these over like, you know, descriptive, corny ass fucking descriptions.

How about you record yourself going through the house and painting a picture for the potential buyer? This is where your family's going to grow up. The Christmas tree would look great right here. Don't you think? Yep. You know, you could be the guy who like revolutionizes it dominates your space and everyone is such a dinosaur right now and not doing this you guys the opportunity

is wide open it's free like i love dinosaur industries when they come to me because i'm like dude we're gonna fucking win because nobody else is even playing i mean you only have to be good right now you just gotta participate and you're gonna be the first guy you're gonna be first guy playing and you're gonna be the first guy for 10 fucking years. Yep. Maybe longer. Yeah. So here's the other thing, a big shift that I think is happening right now that people are sleeping on. Videographers will, I guarantee you guys, be a standard hire for all businesses.

The same way you have an accountant or a tax yourself, you will fucking have a media department that's there. So at any given time, they can create content. It will be the most basic and standard thing like my daughter when she grows up she won't even know a world without it yeah because i'm telling you right now i don't give a fuck if you have all the credibility in the world you've been around for 30 years you got the accolades you got the awards if motherfuckers look you up and they can't find you on facebook they find you on youtube you got two videos with three views they They don't see you on Instagram.

They will not trust you and they will not buy. It's just a trust. It's just like- And by the way, I get this question all the time. How do you find good media people? Listen, I'm going to answer this fucking question for all you motherfuckers. You don't. You got to make them. You create.

That's fucking the real shit ever. Just like people say, oh, Andy, you've got all these great employees. How did you find them? You think I won the fucking lottery of fucking employees? No, motherfucker. I got good at leadership and management and personal development. Which, by the way, you're not born with. Yes.

Like, motherfuckers, you think like you're just, oh, that person's just the leader. Shut the fuck up. Yeah. That person practiced, fucked up a whole bunch of times. Yeah. And then finally got it. And you know what? There's times, and Tyler does this now,

but when Tyler first started video, guess who stood behind Tyler and said, hey, I don't know how to cut the fucking clip, but I know it looks good. So hey, you know what, dude? We should cut it right here and put this music in or do this or this or this or this or this or this. Now, guess what?

I don't have to do that anymore because he fucking learned it. And now he stands behind the other motherfuckers and does that. That's how it goes. This is how you do it. You don't just hire people like, oh, dude, but how do I find somebody like D-Rock?

Motherfucker, you think D-Rock just showed up out of the fucking outer space on Gary V's fucking front porch? Hey, I'm a great videographer. No. They worked together to develop it this is so real and here's here's here's the disconnect unfortunately people don't realize that when you start your business it takes you so long to get to the point where you can just afford to live

yeah you go through shit you go through hell you're gonna pay a bunch of employees a lot more money than you make yep for a long fucking time. And that's, but that's the decision. Most people become so resentful because they put so much into getting to that place. When an employee comes on, the idea of paying them or training just sounds miserable. So you're never willing to invest. But as an entrepreneur, it's almost like you got to, you got to make the decision twice. That's a fucking key word. Your payroll is an investment. It is not a fucking key word your payroll is an investment it is not a fucking expense

if i ask people is your payroll an expense or they'll be raising yeah it's an expense no it is it's only an expense if you're not fucking training your motherfucking people exactly otherwise it's gonna it's gonna be a fucking every person at my company every job they've done i've done at one point yeah every single role that's there i've done it one point. Yeah. Every single role that's there, I've done. It fucking came from here. And so they ask me the same thing, like, how do you get this culture? And dude, and you know what? It's like motherfucking we're in the trenches together.

Dude, and you know what? I know there's people in your company, just like there is in my companies, that are better than me at those jobs, even though I did them. Yes. But when they started- All of them now. But when they started, they were not. Exactly.

So what the key is, is you find people who are willing to work hard who are willing to learn who are willing to build and carve a place for them career-wise with you and you show them kind of the and then you can trust and then you can trust yeah it's like it's like you know taking the training wheels off your kid's bike like you know the motherfucker's gonna crash yeah but what do you do you gotta take them off you know and it's the same thing that people aren't willing to do that with employees they'll they'll take the fucking training wheels off the motherfucker go crash and then they fire him yep again it's their fault yeah it's your fucking fault when you when you have a team member not doing the thing it's your fault yes the lack of accountability is insane right now that's why you're fucking losing dude it's it's everything

and you have to be willing to look at people's mistakes when you're training them as an investment in your company. Like, dude, you know, your t-shirt or your apparel guy makes a wrong run of t-shirts and it costs you an extra 12 grand. And you know what? You're pissed. But guess what ain't going to happen when he's ordering a million dollars worth of shirts. He ain't going to make that same mistake. Yep. You know, and that's how it goes and you have to be willing to take that take those l's in the chest like there was play especially this is where people get it wrong the most is in sales because usually you're like the best person selling your products or service so when you get those sales people in there and you need that money and you like clench like oh my god i'm watching i'm listening to him or her miss that sale you want to hop on the phone you want to jump on them You need to fucking let them burn. You got to understand that you missing that sale is the cost of getting them to a point so you don't have to sell anymore.

It's the cost of doing business. A lot of people don't realize that. No, dude. And that is an investment. And you have to look at it that way because otherwise it'll drive you insane. Arrogance and ignorance is the only two things stopping people from at least hitting that million dollar mark in their company is you either think you fucking know everything and you don't fucking get help or ignorance you just don't know so much that you're fucking

missing all the time yeah yeah dude i think arrogance is even more prevalent than the ignorance yeah i have so many motherfuckers that will i mean let's just be real here motherfucker like you're gonna come to me and you're gonna tell me about business your business does fucking 400 grand a year all right and you're gonna talk to me about how what's right no there is a scorecard in business there is a fucking scorecard and guess what my scorecard is a lot bigger than your fucking scorecard. And you know what? If I'm going to talk to fucking, you know, my friend, Ed Milet. Ed Milet. He's further down the road than me.

Okay. So guess what happens when Ed speaks to me? I fucking listen. Listen. And I don't try to challenge you. I'm like, oh, okay. All right. I got it.

Yeah. And I learn. Yeah. All right. But it's amazing to me the amount of people who are, who are, and I call it playing CEO. Okay. They get into business, they get a fucking LLC, right? And you're 800 bucks.

Yeah. And they got a business card, it says CEO on it and they got a little office somewhere and they're not learning any of the skills they need. They're not learning how to lead. They're not learning how to manage. They're not learning how to sell. They're not learning how to market or advertise or not learning how to manage. They're not learning how to sell. They're not learning how to market or advertise or brand, but they'll be the first one to let everybody know

that they're a fucking business owner. And they think they got 20 years of experience, but they got the same year repeated 20 times. Yes. And that's like the fucking realest motherfucking shit that everybody goes through. It's like, man, the unwillingness to learn, invest. Like I said in the beginning,

the doctors will put in 10 years just to learn, but you will not, like people say, like this is my number one question I ask people who say I don't have enough sales. I say, great, how many sales courses have you taken? They go, zero. Cool, how many sales coaches have you hired? They say, zero.

Cool, I said, is it weird that your sales suck ass? Yeah, is it weird that you fucking haven't invested any time into it and you're fucking broke as fuck and you're surprised. Fuck is going on, dude. Dude, it's the truth, man. But you know what it is? And this is a lot of people dog out millennials and shit. I don't believe in that because I think millennials are fucking awesome, but they have to be handled differently. And the way that they have to be handled differently is to understand that most millennials do not have an accurate concept of patience. Because the way older generations grew up was things took a long time.

Right. Okay. You couldn't just get on the internet and talk to all your friends in real time over across the world. Right. You didn't have text message. You didn't have Facebook. You didn't have Google Hangouts. Yeah.

You didn't have this shit. Like shit just took time. You didn't have Facebook. You didn't have Google Hangouts. Yeah, you didn't have this shit. Like shit just took time. Like if you want to see your fucking friend from Alabama, you might see him one weekend a year when your family goes to vacation in Alabama. You know, like it's just different. And the understanding of combined with the idea that people feeding these people that everybody wins,

which is not fucking true. But the way our society has evolved patience has become something that's hard for them to learn because they never grew up with it that's not their fault that's our that's interesting for creating it's our fault for creating that environment and not realizing that we're teaching them how to not have patience which is a crucial piece of the fucking puzzle. And a lot too, like with millennials and me being 30 and the millennia, I call myself a millennial. That's not a millennial that fucking hates millennials,

but I obviously hire, I have a bunch of millennials. So that's all we have. But I think the, the game here is, is they are into purpose. So like, and that's great.

And it's great. And that's why, and that's why it's so funny. Like people like hate on it. Like, no, they care no they care it's like dude it's about fucking something bigger the the reason it's great is because the the tools have evolved now to where we're not able businesses are not able to sell a product that doesn't solve a real problem because the the the repercussions are instant yeah people talk instantly they can tweet about it the market will fuck you yeah immediately yeah okay whereas no 30 years ago

it took years for that to happen because when you want to see your friend in alabama you only saw him once a year guess what you aren't going to talk about you're not going to talk about this fucking thing that happened to you from this company that you already forgot about but now when you piss someone off or you lie or you cheat, everybody knows instantly. So we have a situation now where we have companies that to be successful, have to be dedicated to a real purpose of solving a real problem. And guess what else we have? We have a workforce that is totally 100% purpose driven. Okay. Those two things together are like peanut butter and fucking jelly, man. They just work. And right now, if people are thinking like, well, I just don't have the money to hire anyone, dude, sales cares all, but it really like,

I want to kind of paint a picture for sales. So I know there's a lot of people listening right now, you may be in the stage of like trying to start your business and you may listen to us talking like, well, these guys already have X resource, Y resource, blah, blah, blah. Look, I started from shit. I know you didn't start with shit. We just fucking came in this game. But even when I didn't have any money, I knew a couple people with money and I knew I had the ability to sell them to give me some fucking money. So right now, if you're in the position where you're like, well, I don't have, I don't have, learn how to fucking sell because you can sell people to give you money.

You can sell people to join your team and to work for free. My first employees, they worked for fucking free until we made some money because I sold them on a vision, which is tattooed on my wrist. Vision, you got to have fucking vision because that's what drives all of it.

And dude, you know what? I think a lot of quote unquote CEOs and quote unquote business owners, they don't have the vision that involves, because like, dude, when you try to sell a real vision, just like we said a minute ago, people know when they're being fucking sold. So if you're going to lie to them about what you're trying to do with your company just to get them to buy in on the short term those people will bury your company bury you personally and so we have a situation now where we have you can't survive in business without solving a real problem you have a workforce that is dedicated to purpose and solving problems and if you want to be a great ceo you've got to be

people driven to where your model and your vision has to include your key people long term so what does this what are we talking about really uh we're talking about doing the right fucking thing we're talking a good person that's it like treating others how they want to be treated like you know what creating opportunity for people who who put sweat equity into that's the right thing people do we've had i've had a number of times where people have tried to buy our company and i always say no i'm not interested in selling the company you know why because i got fucking 150 motherfuckers that sweat every day for this and i don't trust their future with some fucking corporation yeah i'm loyal to that cause responsibility and you know what they're loyal back because of it you know what i mean and dude but most business

owners the reason what i was getting at about painting this vision is they're selfish they are selfish and they don't give a fuck about their employees and if you truly don't give a fuck about your employees you're not going to be able to build a company and they won't give a fuck about you and then they won't give a fuck about your customers and they will put you out of business. Yeah. And that's it. You know what I was, I- And it's real, dude.

Yeah. Like people probably right now own a business. They're, cause I hear this all the time. They're like, well, how do I get my employees to care? Well, you got to fuck care about them first. What are you going to say? I was just going to say, you were saying that we're living in an age uh you're saying this earlier where where the big dogs are now being attacked by little little people coming along you know like the big brands what's amazing to me is how how many people don't understand that you have a skill that will solve a problem and that you as an individual can do a better job

than in many cases a lot of these established organizations that have been around forever. I have a buddy who he was, he was a public school teacher for a couple of years. I mean, he literally was making like $38,000 a year and he just finally said, you know what? I'm smart in these subjects. I'm going to just basically market myself as a private tutor. He makes three times as much now as a private tutor. I can tell you what I would do. I love it. If I was a videographer right now thinking how I fucking a private i can tell you what i would do i love it if i was you know what i'm saying if i was a videographer right now thinking how i fucking think i can tell you what i would be thinking right now i would be thinking like fuck dude you know what i'm gonna do i'm gonna open up a school for videographers i'm gonna teach motherfuckers

how to be videographers and then i'm gonna graduate i'm gonna graduate these motherfuckers into companies to run their media team yep you'd have a that'd be a billion dollar fucking company in five years. Dude, we can talk like video franchise. Paul and I have been fucking talking about this shit for like two years. but at Academy, you bring them in,

you train them and you place them. Yeah. But you know what I'm saying? I mean like, like there's as an individual because of the, the, the assets that are out there and the resources that are out there, you as an individual with your skill can do so much more than established

organizations. Here's our number one skill. I don't think people really understand that. I agree with you 100%. And I think the number one benefit asset, resource, strength that everybody's missing right now is speed. The reason why I have five people in-house who do nothing but create content is because we can move so much faster than virtually almost anybody in our space. So like so like dude how do we see you everywhere it's because we fucking move fast so once you put a layer in between and you say all

right well we're not going to hire a media team but when we need someone we'll go look for a contractor and then we have to vet the contractor and then we have to describe to them the project by the time you got it done you don't need a shit you missed the moment you missed the fucking moment yeah so being able to strike immediately on an opportunity, that's why fucking content is key. So the last point on your process is to execute. And I know what this means, but what does it mean to you? Execute is to fucking close the sale. Like execute is where I think,

like right now we live in this world where people are afraid to sell. A salesman has a really bad stigma. It always has kind of, but even now, like right now, everybody's like, oh my gosh, how dare you pitch? Like, oh no, don't sell anything, like all this bullshit. And so once they collect the lead, once they get the opportunity, they have someone in front of them, they're afraid to ask for the credit card. And as a result of that, you can have the best marketing in the world, but who cares if you can't actually finish.

That's right. And you should never be ashamed of selling when you know that your actual product is going to help them. Exactly. Because then you're helping them. You're selfish if you're not selling them. Yeah, agreed.

And I own that so much that I've trained my audience too every single time that I'm fucking selling something. And in addition to that, people don't get mad at you selling. They get mad at the way you sell. Right. So if you can fucking make somebody laugh

during the sales process and they know it's coming and it's fun. And you can be authentic. And you can be real. Like letting them know that, yes, I am selling this. Or look at the fucking QVC. People watch a TV show to be sold.

They show up with their credit. Oh my God, what am I going to be sold today? Because the way they do it. It's just the it's the delivery it's the dance it's the presentation so if you feel sorry about selling your shit it's your fucking fault well control your belief is probably if you if you feel bad about selling whatever it is that you sell it's probably because whatever you sell sucks yes change the fucking thing you're selling yeah and also too like the other thing i see right now is like people say all the time like i'm sure you get this question too like all right well i'm hearing this thing like how do i make money how do i just get to 10 grand or

whatever it is i'm like dude you want to know the real shit i'll tell you the honest answer i don't think you're gonna like it pick up the fucking phone and dial yeah pick up the fucking phone no one picks up the phone right now because they're like well i have a system and it's automated and i have this funnel like shut up which by the way motherfucker that's the opportunity the reason the reason why picking up the phone or actually talking to someone face to face is so valuable and why i said a minute ago retail will never fucking die is because the opportunity to connect with someone is becoming more and more and more rare. So what does that mean?

It means that when you could truly connect, when you can fucking look someone in the eye, when you could shake someone's hand, when you could talk to them on the phone, it's now becoming more appreciated. Let me tell you how deep this goes. Cause I know there's a lot of guys that listen to this podcast. Listen, not that I've ever had it, but if you want to have sex and you're doing all this tinder shit and you're fucking swiping left you're swiping right you're on the fucking match.com you're on the facebook message your instagram you're poking people you're sliding in the dm i dare you to take one of these dates and pick up

the phone and call her and i bet you your chances to close go up by 20x because no one does time to call no one goes oh my god he called me but girls today they're like he's a weirdo i can't believe he fucking called yeah anyway yeah and those are the ones you don't want exactly but like the thing is about what we're talking about and the way you and i see this which is great i'm glad that you and i see this and most people don't because it creates more for us to eat right but the thing is is that the opportunity that is being created because of the automation and because of technology when was the last time you went to home depot and saw more than two motherfuckers at the cash register right or at the grocery store but i

bet if you went into lowe's and they had 30 fucking cash registers open that they would sell 10 times more shit than home depot because of that and what's happening right now is that technology is starting to really create a tremendous opportunity for us to go back to what's really valued which is human connection yeah which is entertainment which is education right it's all the same shit dude it's fucking it's crazy and i'm excited about it but like a lot of these motherfuckers that are listening right now they're drowning because of it because they're like i'm supposed to use an automated dialer i'm supposed to use this system i'm supposed to use these stamped thank you cards i'm supposed to use an email system dude and they're

getting fucking killed they don't know why. It's crazy. I'll give you guys an action step. For those of you running a business right now and you have active customers, I'm going to give you

the craziest challenge that's going to freak you out but I promise you I'm going to make you money. When someone buys online or someone through automated process, pick up their phone,

call them, and thank them for their purchase. And here's what's going to happen. Number one, they're going to fucking love you and be around forever. Yeah.

But number two, they will either refer you to someone else or they will buy more shit. Hey, thank you so much for buying those t-shirts on our website. I really appreciate it. This is our company. This is what we do. Hey, by the way, do you also sell jeans?

Dot, dot, dot, dot. You will make more sales. They will look for opportunities to support you. Exactly. They will look for it. Because you did something, we have a saying here that the value is in the inefficiencies. Okay.

So anything that you can do that's perceived to be inefficient, that takes work is going to be highly valued by your customer. So picking up the phone and spending a fucking five minute phone call with them, that means a lot more than a five minute phone call 15 years ago because everybody was calling, right? I got some other value for like that that made me that triggered something so a lot of times with advertising nowadays is remember when someone has never tried your product or your service they have no idea what they're missing out on and you forget that so remember this quote the value is created after the experience meaning if you

fucking have a gym you're like why is no one coming to your gym? We have the best customer service. We have the best workouts. They've never fucking done it. Yeah. They don't know that. So your only job when first meeting someone is to get them to the experience so they can share that same sentiment with you.

That's right. Until then, shut the fuck up. Yeah. Value is created after the experience. You ever notice that the most unsuccessful business people are the ones that talk about how great their experience is and nobody fucking knows about it. It's crazy. Well, yeah, motherfucker.

How the fuck is anybody going to know what you do when you don't have any customers? It's ridiculous. And then you have the other guys. You have the other guys, which all they care about is acquiring the customer, and they don't care about the experience of the retention. And keeping them. They lose, too. They don't stay in business. You've got to have both parts. Yep. You've got to have both parts.

Yep. You know, you've got to have both. So, dude, let me ask you this. What do you think are some of the biggest mistakes that you see people doing when it comes to marketing? Well, that would be one. Is one, not realizing that the values you have to experience. But also, two, when you're most of the ads that people are running on Facebook right now, there's a place in there to write. When you're writing your ad copy, I think now is really

important to like show your personality and also to people appreciate imperfection. So when you write an ad with perfect grammar, perfect spacing, perfect punctuation, it actually creates distrust. I'll point something out, Whether you like Obama or Trump, if you go to any Toastmasters across the country, everybody tells you never say um. If you say um while you're giving a speech, it shows uncertainty and it's a bad look. They teach this and they've been preaching it forever.

Obama comes in and he goes, um, um, um, um, um, um. Consider one of the greatest speakers ever. And then you have Donald who comes in and says all kinds of shit, imperfect, like grammatical errors, da-da-da-da-da, and people fucking trust them. Bro, how the fuck do you think that? Why do people value imperfection? If you go by Toastmasters standards, I'm the worst fucking speaker ever. You know what I'm saying? Yeah, but I guarantee you there ain't a motherfucker out there teaching Toastmasters that makes it a year where I make one speech.

That's what I'm saying. I went recently. I was like, this is so interesting. But nonetheless, everyone, people value imperfection. So when you're writing your advertisements, when you have that perfect video and there's no stutters, there's no ums, you don't say something stupid, there's no awkward looking moment, that actually hurts your conversions. And I can tell you that that's across all industries.

People want to see the human side and know they're buying from a person, which is the theme kind of of this episode. That's why people love bloopers you know at the end of the movie let's be real that's real you know like let's let's talk let's talk about ty lopez ty lopez love him or hate him i don't know him never met him i really it's really irrelevant to what i'm gonna say what one of the most famous fucking ads on YouTube, and by the way, for a long time, and he might still be the most, the biggest advertiser on YouTube, but his fucking ad,

everybody knows his ad. Hey, here in my garage. Here I am in my garage. Honestly, you can call it, it's probably the most famous ad of all time. Yeah, and it's made on a fucking cell phone. Here I am in my garage my garage guys you know what i value more than cars knowledge everybody knows it and here's what a lot of people don't realize

and so like i love them or hate them that is a brilliant fucking ad and it's brilliant and if people are mocking you that's a good side oh yeah you know like if there's all sorts of spoofs and stuff but here's the thing about ty too that people don't realize, and we've hung out a few times and shit, is this. A lot of people see that, and because of the style, it's like, hey, he kind of just put it out there.

But when you guys are advertising, another mistake that people are making is, and Ty will say this, too, is you're not experimenting enough. So people don't realize it took him almost 30 different ads for that one to finally blow up. So even though it was his cell phone, he experiments than ever which is why his ads win because like kim and his brother

whole operation dude they're fucking they're fucking machines like they fucking test they test they test they test they test if something works they go on if it doesn't they fucking back up which is which is vintage classic direct response advertising yep exactly right you test you put the money behind the shit that works and that's why speed's so important so when you guys vintage classic direct response advertising. Yep, exactly. You fucking write, you test, you put the money behind the shit that works. And that's why speed's so important. So when you guys are like lollygagging, like, oh, this isn't right,

the worst thing you could ever do is have a partner and talk with your team and discuss if something's going to work. The numbers dictate. Fuck your opinion. And not only that, dude, let's be real, dude. When you start running anything by committee, what happens is,

is the fucking final product comes out so watered down that nobody likes it. Yeah. When you start running anything by committee, what happens is the fucking final product comes out so watered down that nobody likes it. Yeah. You know, because then I got your opinion and I got your opinion and I got your opinion and I got fucking Susie's opinion. It's tough. And everybody doesn't like this about this about this

and you end up with some shit that nobody pays attention to. Yep, 100%. So I wouldn't run anything by committee. That's the whole problem with a lot of our government, to be completely honest. I agree with that. But yeah, dude.

So closing thought. Let's just try to get these people to a place where the best value that we can offer them right here on a closing thought. I'm going to hit you guys with some real shit because most of the people listening to this podcast, my guess is that you're here because you want to make money. And I genuinely want you to ask yourself, what can you do that others cannot?

And usually within that answer, you realize why you don't have any money. Because you didn't acquire enough skills to be able to solve a big enough problem to pay you what you really want to make. So right now, like I can pay a company, you know, they'll pay me 30 to 50 K to go sit there for four hours to look at their fucking YouTube ads. But when I started, they'd pay me $50 because that's what I was worth. So the second tier to that is be grossly honest with yourself. We have a very bad tendency as entrepreneurs to rationalize. We lie to ourselves about where we at, what's happening, how good we are. Yeah, man. I think I suck. Yes, exactly. And that's why you're always getting better. And too many people come in

with that arrogant of like, you're so good. It's like, dude, if you were so good, you wouldn't have the problems that you fucking have. So be honest with yourself. And then once you're honest with yourself, you realize, Hey, score yourself. I'm not good at this. Guess this. Then you seek out mentors or coaches, but not just in general, find somebody who's good at solving that one problem. So for example, I have a different strategic coach than I do a spiritual coach. Then I do a direct response coach. Then I do someone who's all about culture. You have to understand like usually everybody has one thing that they're fucking fantastic at. And over time, they'll have some other really good straights.

But everybody has, like, their one hot sauce. My one hot sauce is that I can create a video to sell anything. That's, like, my thing. Doesn't mean I'm not good at other things. That's a pretty good hot sauce to have, though, bro. It's a good hot sauce to have right now. But, yeah, so everyone here, like, dude, find the right people to solve your problems. Don't waste time trying to figure out shit yourself.

You think you're saving money. You think you're saving time. But you're really putting yourself out of business. Right. It's the truth. Yep. Yep. Well, dude, first of all, this has been one of my favorite podcasts.

It's been fucking fun. Yeah, because dude fucking fireballed fireball. I've had some cool guests, but like copywriting and marketing and branding and all this shit is what I like. It's what my passion is. Let me touch on branding. Cause you mentioned that shit earlier. Okay.

So explain to people that they need both. You need both. Right. So for everyone listening, and if you haven't seen any of our video ads, we'll include a link so they can see some of our fun ones. We like go all out for these video ads. But then a lot of people say,

Billy, why do you go all out on these video ads? Because then you have people like Ty who are like, dude, I'm killing it just on my cell phone. Because when we go all out and I rent a pirate ship for a video, or I do a parody of the wolf of paid advertiser, the wolf of wall street,

people fucking remember us. So I can do all the ads of the world that are just whatever. For you guys that might not know that's called branding. That's branding is being fucking remembered. Direct response is running an ad with a, a, a, a desiring a direct response of the sale. Yep. So to sell some shit today.

Exactly. I want you to buy this now. Click here, buy this shit. That's direct response. Branding is Billy dancing around with his team to where people walk up in the restaurant like they did yesterday and say,

hey dude, I fucking love you. I love your fucking videos. It's crazy, man. Like, so if all of you want to be remembered, you want to be impacted,

I know there's a lot of people who are into coaching. And how does that sell something? Remember the kid that came in yesterday? Yeah. Julius, I think his name was. Yeah. He came up and he said, bro, he actually hit me up in the bathroom.

He's like, dude, that's Billy Jean, right? I was like, fuck yeah. He goes, I go, come over and say hi. Do you remember what he told us he's going to do? He's going to college. Going to college for what? Business. Business. And guess what's going to happen whenever he decides he wants to get good at marketing and advertising and stumble around this way and he's going to buy

your shit. So branding, just because it doesn't sell something today, still creates customers longterm and you need both. And you, if you want to be in business a long time, that's always a good strategy. Other thing with being remembered, a quick power tip, just YouTube ads are such a good way to do it because they can't be skipped and it's the sole focus. When you do a video ad on Facebook,

there's so many distractions around, but on YouTube, you take up the whole screen there. So from a brand recognition, that has been bigger for us than anything. Our ads have been seen like 200 million times on YouTube. So virtually every time I'm out, I get recognized because of YouTube.

So if you're not spending money on YouTube ads or building your brand on YouTube ads, I'm fucking telling you to do it because you're leaving money on the table. Yeah, and nobody's doing it. No one's doing it. It's wide open. We do have to take a moment to say,

if you want to see some of Billie Jean's incredible ads, go to your website or wherever you prefer. BillieJeansMarketing.com. But yeah, BillieJeansMarketing.com. Check Zapp, go to our YouTube. They're highly entertaining. Like, I love them. them no they're fucking great they are

I mean they're all around they're effective they're entertaining they're educational dude I wouldn't have somebody sitting here if it wasn't for me because in the marketing

and advertising branding space I'm hugely critical probably like you are too like I look at everybody's shit especially with it being your background like bro that shit sucks

like what the fuck are you doing so like I appreciate what you're doing especially with it being your background like bro that shit sucks like what the fuck are you doing so like I appreciate what you're doing man I appreciate you guys having me and honestly if you guys haven't been to this office in St. Louis man I gotta

I just want to shout you out for a second and commend you guys like you showed me the office earlier I mean fuck you walk in here and I'm just like these motherfuckers really got it going on there's system there's process

there's culture you can feel it right away it's just inspiring, you know? And so like, I feel like I, I feel like I need to go last, very blessed with,

uh, with great, as much as I say, Oh, we made everybody. The one thing that you can't make is people's hearts. Yeah. And we've been blessed to have a fuckload of good hearted people in this

office. And you can, you can feel it. So you should be really proud, man. This is fucking amazing. Thank you, brother.

So guys, that's the show. Remember my fee. Bring me a fend. If you're not on our email list, our YouTube, subscribe, give us a click, give us some love there and we'll see you next time.

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