What caused an ad’s Google Search numbers from organic to skyrocket from 0 to 50,000 a month and generate 1 BILLION impressions.

How a $1M ad spend on a single video ad brought in over 5M views. 

What YouTube’s “external entity linked annotation” feature is and why it helped a 1 hour+ long VSL totally crush.

The lesson of the “maintain buying power” lady and building wealth by growing a portfolio.

What companies are spending 40% of VC funding on -- it’s not on employees.

How he got 947,000 views in an hour on TikTok for just sitting in a chair.

What the TikTok Creator Fund is - how to qualify for it and how it can add up to serious money.

The high cost of not being ready to go viral at a moment’s notice.

Why he only spends one hour a day running his business and how you can too.

How companies like Adobe are maximizing high level employee productivity by outsourcing this kind of work. 

Why appealing to aspiration rather a person’s desperation is a more powerful sales lever.

How taking the moral high ground keeps helps profits and preserves your sanity.

His fool-proof client negotiation strategy for performance based payment -- if they bite, it’s right.

When and why to work for 100% free.

Plus the highly effective  low-tech way to focus-group your customer base on the cheap.

Why you have to start with a live webinar before you even think about automating -- and which platform to use when you do.

How to create the two core beliefs you MUST convey to your webinar attendees  that will let you cale to the moon.

Why a low webinar conversion rate of 15% is actually great.

The key factor is for  getting a 400% return on a webinar inside of 30 days -- it has more to do with the price than the product.

Why you need to get your offer 100% dialed in and how to do it in 60 days for less than you might think.

We’ll see how he squeezes every last penny out of  successful copy and video that did well over 7-figures.  Figure out the epic failure of a Fivver flop. And get his insights on the financial basics of staying in business during tricky times.

TAKEAWAYS

• Why iterating on what works is huge -- and why so few have the discipline to do it.
• The anti-ad content advertisers tend to put at the bottom of a funnel  -- and why you shouldn’t.
• What you MUST do with 25% of your revenue if you want to be viable long term.
• Why the client/agency dynamic is deadly and how to deal with clients on these terms instead.
• How to blend performance-based revenue with a retainer and still make out like a bandit.

RESOURCES/CONTACT:

www.linkedin.com/in/gil-david

www.twitter.com/@Gil_RunDMG

Tune in to this talk with e-comm and affiliate expert, Max Finn,President of Unicorn Innovations, a customer acquisition agency that has generated hundreds of millions in traceable revenue through online paid traffic for some of the world’s largest brands.

We’ll see how he’s flying the flag to scale ProudPatriot.com to  $15M a year selling Donald Trump bobbleheads. Suss out the response-generating secrets of video surveys. And go behind the scenes on what burst promotions are and why they work.

Then he’ll talk about how high value individuals can boost their net worth by diversifying their portfolios by buying e-comm brands or getting equity.

TAKEAWAYS 

How top of the funnel video poll ads can generate micro-commitment and highly profitable 4% to 5% click through rates.

Why choice doesn’t always depress response -- and how the power move of presenting multiple problems and solutions can pay off.

How to make a mint printing money by selling it for more than face value.

Why free + shipping offers have flopped for them.

How the “loss pool” concept is changing the game for agencies who want to edge into performance marketing. 

RESOURCES/CONTACT

https://www.maxwellfinn.com/

https://unicorninnovations.com/

Takeaways: 

• How an “off-brand” pitch man stole the show and brought in big bucks.
• Why funny works better than fear -- even for the  most morbid products.
• How to sell crazy creative to clients who bring their own ideas to the table.
• What to do to make sure videos go the distance and can work on any platform -- including TV.
• Why blowing $20K on production doesn’t make sense for brands with ad spends below this benchmark.

RESOURCES/CONTACT:

Baconandeggsmedia.com

Kia@baconandeggsmedia.com

Transcript

Speaker 1 (00:00):

Uh, click-through rates was three times as high as the product ads. Uh, they brought their CPA down 35%. Um, so overall the numbers are great, but also just the, uh, what it did for them as a brand and recognition wise was huge.

Speaker 2 (00:25):

[inaudible] you're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it.

Speaker 3 (00:53):

All right, everybody. We are back on this fine Friday afternoon. We have another episode of the rich dad, poor dad podcast, or we kind of dive into, you know, what's working what isn't working and some nice financial tips. We got your host today, Dylan Carpenter in the house. What is good, everybody. And we have a very special guests behind the scenes of some big brands when it comes to awesome video production likes, you know, tristano.com, traf hot sauce, and a very specific client. We're going to be talking about today. Imperfect produce. Now, if you've seen these guys, they slang on ads. Of course we're dealing with Mr. Kia Zomorodi. Hopefully I didn't slaughter that too much, but man, thanks for jumping on this.

Speaker 1 (01:36):

Hey, of course, man. Thanks for having me.

Speaker 3 (01:38):

Hell yes. So I mean the brands you work on, everybody's got to have seen these ads at some point, these bad boys are spending shoes, six figures, man. But go ahead and give everybody a little bit of background of kind of how you're attributing to this. You know, what y'all are kind of doing over there? Bacon and eggs media.

Speaker 1 (01:54):

Yeah. So my personal background is I've always been kind of into video making as a kid. I was always doing kind of the sketch comedy stuff, uh, running around with a camera throughout school college. We were doing these college videos. A lot of stuff, few stuff went viral can say a lot, but definitely back in the days it was exciting and then got into programmatic ad buying at an internship, uh, while in school in San Francisco. So, um, yeah, we were running all this content for brands spending, you know, upwards of like a hundred, 200 grand on these campaigns with these terrible creatives. I, me and my partner was just like, man, you know, we've been doing this video stuff and make really funny, great content that people love. Why don't we start making this stuff for brands and you know, start making commercials out of it. So, uh, that's what we started doing. And at first it was very, just branded funny videos for companies. And once you started media buying for it and seeing what worked, it kind of transitioned into what it is now, or we make, uh, entertaining, engaging videos are informative. Uh, they sell and they work really well in the media buying funnels.

Speaker 3 (03:03):

Oh yeah. And I mean, shoot, when it comes to acquisition these days, that's the key to everything. So I mean with these types of videos, they're just so disruptive. And my gosh, I feel like they got a flood of the Gates with the new customers.

Speaker 1 (03:15):

Yeah. I mean, they're fun to make, but they're also disruptive. They are eye-catching people will remember these ads. They want to watch it. They want to share, they want to buy from him most importantly.

Speaker 3 (03:27):

Oh yeah. So I mean, when it comes to this rich ad segments today, this one's gonna be pretty juicy. It serve an awesome, you know, brand called imperfect produce and y'all may have seen these ads, but I mean, we've got a guy who's inked up piercings, you know, looks like he could have just walked off fricking, you know, prison almost more or less, but you know, he's kinda diving into these produce that are just very odd shapes. I'm assuming that's kind of what the business all about more or less, but go ahead and kind of dive into this video for us. We're going to have this in the show notes for everybody to check out and you've probably seen it, but go ahead and rip it apart for us. [inaudible]

Speaker 1 (04:04):

Yeah. So kind of how it came about. We were, we were working with them to just, this was like one of our early projects and they, they just wanted like some very clean product videos, uh, you know, just something to show the brand. And then what they do is they sell imperfect pro...

Founder, CEO and Director of Video Results at  Viewability, Tom Breeze is a YouTube video ad expert as well as an author, consultant, and investor. After earning a BS in Psychology and Communication at Eastbourne College he went on to earn another BS as well as a MS in Psychology at the University of Leeds, Post graduation, Breeze began consulting for Inside Performance and started TomBreeze.com a company that focused on helping people become confident and competent at public speaking.

TAKEAWAYS

Why what works on FaceBook rarely works on YouTube -- and how to adapt one to successfully run on the other platform.

Discover the 3 core components of a successful YouTube ad campaign -- and which one is most essential.

The surprising  psychological  differences  between a “check out shopper”, an “in-store shopper”, and a “window shopper” and  what you must do to convert each of them.

How to use video to harness the power of unconscious desires to get people to buy something they might not have even been aware they wanted.

Plus why YouTube videos are going to epic lengths -- like 30 minutes plus -- to convert viewers into buyers.

TRANSCRIPT

Speaker 1 (00:01):

In this episode, Tom breeze breaks down a winning YouTube ad. That's driven over 4 million views, Tom spending over a hundred thousand dollars a day and is 100% performance-based and is actually fronting the media and the advertising cost for his clients and getting paid a CPA and a commission. It's a beautiful model. Absolutely love it. If you're an ad agency indefinitely, take notes on Tom's model. If you're an advertiser or a brand looking to open up YouTube ads, Tom is the legend. All right, let's dive into it. So, um, when we broke this down, we, we look at this first act in the video cause it kind of continues on from that burning guitar, uh, moves into, uh, Tony around the campfire. And the, the idea being is that that come fire scene at night, when Tony is talking to you, you kind of want to be

Speaker 2 (01:07):

[inaudible].

Speaker 1 (01:07):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. Welcome to another episode of the rich dad, poor ed podcast. This is your host, Zach Johnson, and on today's show, we've got the founder and CEO of viewability, the agency and training company that specializes in YouTube ads. I think Dylan, this is the first, uh, I think YouTube ads like media buyer and expert that we've had on the show. I'm, I'm, I'm pretty pumped.

Speaker 1 (01:58):

So this will be a breath of fresh air. Don't you think? Oh yeah. Video is so King. So, I mean, I'm so pumped to dive into this, especially being YouTube because it's, it's a foreign language for me, that's for sure. Well, I mean, what's also unique about, uh, today's guest is that, you know, he truly is a pay for results and performance-based, um, you know, in, in the, in the world of thousands of agencies, uh, very few actually, uh, deliver on this, um, most are, you know, a base fixed retainer and a percentage of spend, uh, at best. And, uh, I think that, um, these guys literally are fronting the media for their clients and getting paid out, uh, on a CPA on a, on a commission basis. So, uh, he definitely, uh, is worth his weight and what he has to say about YouTube ads. So I'm pretty pumped to have him on the show without further ado, Tom breeze, welcome to the rich add poor add podcast. How are you doing

Speaker 3 (03:02):

Very good. Zach and Dylan. Yeah. Good buddy. How are things

Speaker 1 (03:06):

Good, man? I, uh, not only are the first YouTube ads, but you are this second, uh, media buyer, an agency in the UK that we've had on the show. So congrats.

Speaker 3 (03:17):

There we go. Okay, perfect. Yeah, I expect it now.

Speaker 1 (03:24):

I love it, man. Well, you know, for anybody that's been around in spending any meaningful amount of money on advertising, I think that, you know, they've heard of you, uh, through one form channel of another, um, and you spoke at digital marketers events. You've obviously, you know, wrote the book, uh, but tell everybody a little bit about what you're up to most recently and, uh, and what you're up to these days.

Speaker 3 (03:50):

Yeah. So, um, the agency's going from strength to strength. So that's been a big part of our growth. Um, we've kind of kept our head down and stayed in our lane for quite some time. So we, in the past, we've kind of dabbled a little bit with Facebook ads and that sort of thing. And we know we can do some good work there, but we realize now like probably about four or five years ago that like YouTube ads is off thing. Like that's just what we know really well. And we just go deeper and deeper into that world. Um, so I still thought like we're learning tons every single day and we just apply that learning to all clients all the time. So yeah, we're lucky to be performance based because it means we really do follow it. We partner with our clients as opposed to be an agency where you're doing the work for a client and the scenarios we get are such that we can, we can be in a position where we fund tests and things where we can kind of say, right, well, let's, let's dump a load of money into that test and see if it actually works or not with a client would never get a sign off on that.

Speaker 3 (04:51):

President and CEO Warren Jolly at adQuadrant -- one of the world’s leading digital advertising firms for 7-, 8- and  9-figure eCommerce brands, has been an internet entrepreneur since he was 16 years old.  A full service agency, the firm has represented more than $100M in ad buys and has been recognized as one of the Top 1000 Facebook Marketing Companies (out of 4 million).  Clients include: Thomson Reuters, eHarmony, ProFlowers, A Place for Mom, Caesars Entertainment, Ivory Ella, Telebrands and others.

A prolific investor, Jolly backs a variety of companies including hims, Bolt, Bear Brands LLC, Ellmount.  He is the co-founder and an investor at Intelitics as well as serves as a Limited Partner at Unlock Venture Partners and Next Play Capital.

TAKEAWAYS 

What incredibly powerful old-school sales angle that’s a BIG no-no on Facebook is totally cool on Snap.

How to avoid being overlooked by the platform’s advertising-savvy audience by using these kinds of visuals.

The functional reality of why you need to resist the urge to use cute copy in the platform’s “Discovery Headline”.

How much you need to spend to find out if the platform is a viable vehicle for your business (it’s a lot less than you think).

Why you shouldn’t gauge Snap success by the data you get on Google Analytics --- and what you need to do to REALLY understand what’s going on.

RESOURCES/CONTACT:

https://www.adquadrant.com/
@warrenjolly on twitter
https://www.linkedin.com/in/warrenjolly/

TRANSCRIPT

Speaker 1 (00:00):

On this episode of the rich dad, poor dad podcast, we have the one and only CEO from adQuadrant, Warren jolly. Who's responsible for spending shoot 80 million plus in 2020 for their clients. Hell. Now on this one, we dive into some super different, you know, rich ads and poor ads in the Snapchat game. We dive into, you know, how to create compelling creative call to action specific offers. So if you're doing snap, you definitely kind of want to jump on this because it's super relevant and it's not like any other platform and understanding attribution, the tricky one. If you need some tips, make sure to tune in you also kind of deal on how Warren looks at a 70, 2010 on his investments. More or less kind of continues to bring money in and acquire new deals to expand its portfolio and kind of keep the business booming and innovated. So make sure to tune in this. One's super awesome. He's a legend in the game. So make sure to tune in, um, this brand was able to do a tremendous amount of revenue because of the price point, be the demographic that they really appeal to, which is that younger women cohort and see the investments that they've made into a post-click or landing page and site experiences to be really fast and really focused on, um, fewer steps in the funnel to actually drive the purchase. And that's really, really important on snap.

Speaker 2 (01:25):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome to another episode of the rich ed at podcast is your host sack Johnson. I'm with Mr. Dylan Carpenter. Dylan, are you excited to talk paid media?

Speaker 1 (02:04):

Yeah, man, especially snap. Yeah, we haven't had any Snapchat, you know, individuals on, so this should be a super good one.

Speaker 2 (02:10):

Yes. Yes. Well, today is a legend in the world of paid media. Originally got his start in, in the affiliate marketing world and now runs an agency for almost last seven years called ad quadrant out of LA. These guys are gonna manage upwards of $80 million in media spend this year. And I know that today's guest is an absolute expert when it comes to attribution and tracking. And we're going to dive into some of the trends on how to stay on top of that over, over this next year. So Dylan, you ready to, uh, ready to get into it? Yeah, man, the hype is real is real. Yeah. So today's guests to work with some pretty, pretty big brands as well in their agency over it at quadrant, obviously, uh, most of you listeners probably know, uh, the brand snow we've had Josh on the podcast. Uh, they've also worked with general assembly, fashion, Nova UNTUCKit and uh, budget blinds and some other pretty big spenders. And uh, yeah, I'm, I'm excited to have on the show Warren jolly. Thanks for being here, man.

Speaker 3 (03:21):

Thanks for having me.

Speaker 2 (03:23):

Yes, sir. So tell me a little bit about what you're up to these days and, uh, and what you're rocking over it. Uh, ad quadrant going into Q4.

Speaker 3 (03:34):

Yeah. We're trying to solve and crack the code on attribution for the entire world. That would be nice. Uh, we're, we're really, you know, a paid media house that focuses on growth and strategy and strategy being the underscore of everything that we do. You know, our belief is that performance marketing and paid media is just heavily commoditized. You know, Facebook, Google, et cetera, is making it super easy for marketers to place ads, but they don't help you solve through the deep challenges in terms of really understanding the effectiveness of that. What that platform is, is, is doing holistically to your brand, how to think about creative on a per platform basis and really be, be great at kind of solving that storytelling challenge for users that are viewing your brand for the first time or potentially the 10 time. And so we spent a lot of our time thinking about how to tie all these pieces together for brands that are looking to achieve kind of hypergrowth.

Speaker 3 (04:28):

Uh, and, and, and for us, that's, you kn...

The founder of Purple Leads, Purple Ad Lab, and Geek Out Education, native advertising expert James Van Elswyk is a digital marketer with 8 years of experience specializing in marketing, media buying, and growth optimization. His agency focuses on media buys across sites like RevContent, Outbrain, and Taboola for  the solar and finance sectors, currently spending over $2M/monthon ads. Using his expert analytical and management skills, van Elwyk provides companies with highly-qualified leads, helps extend the reach of their marketing campaigns, and optimizes their internal and external communications – driving millions of dollars in profits.

TAKEAWAYS

Discover his  step-by-step “secret sauce” process for optimizing campaigns internally at a much lower cost.

How to pick the best offers by ignoring margins and focusing on this metric instead.

Why targeting ESL audiences in the US using their native language pays out big time.

What to look at to know when to let an offer go -- before you really get in trouble

How to get paid upfront -- and why you should never get stuck floating cash for a client.

RESOURCES/CONTACT:

(James Van Elswyk Facebook)

(Purple Leads Facebook)

(Purple Leads Website)

(Purple Leads Linkedin)

TRANSCRIPT

Speaker 1 (00:00):

In this episode with James van Elswick, we dive into how he picks winning offers. How much is he willing to actually lose, to test out an offer and open up a new traffic source? Plus, we dive into how he's actually able to negotiate pre payment when it comes to running affiliate offers. It's an amazing episode. Plus you learn about how he's managing tens of millions of dollars on native, uh, networks like Taboola and Outbrain with symphony agency. And we also dive into the amazing events that he's running with, uh, geek out education, enjoy the show.

Speaker 2 (00:34):

You gotta have a sticking point and you cannot become emotional with it, which is what I'm doing right now. You gotta be a lot more rational and you got to consistently pull all-time stats and not daily stats because losing a hundred dollars a day or $300 a day or $500 a day, whatever your tolerance is, it doesn't seem like that bad. [inaudible]

Speaker 1 (01:02):

To the rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome to another episode of the rich ed. Poor ed podcast is your host sack Johnson. I'm with the one and only DC. Dylan Carpenter. You excited. Hey Dylan. Yeah, man. I'm pumped

Speaker 2 (01:40):

Sneak peak earlier, but I'm kind of get out already.

Speaker 1 (01:44):

Shoot. I feel like dealing. This is like a Dylan is so giddy about today's guests. It's just like, it feels like a little school girl. I am. I just love the grin on Dylan's face about, uh, I feel like we've, uh, Dylan's wanted them on for a while. So, uh, just enjoy doing we'll let you be, uh, just a listener, just so excited. I love it, man. I mean, it's all, it's all super legit because these guests, uh, has really brought in like, gosh, managed tens of millions in media, outside of Google. And, uh, really his expertise is in Legion and a native. He runs an agency symphony agency, which really specializes in native and also, uh, more notably in our community is the co-founder of geek-out education, which runs, uh, some of the most, I would say intense masterminds workshops, Hangouts. I don't even know what you'd call, uh, what they do, but it's so unique in this space. And I think it's, uh, honestly probably the most high level, uh, and elite, um, media-buying education that exists on the market today. And so, yeah, I'm pretty pumped down on today's guest. So without further ado, let's get James on the show, James,

Speaker 2 (03:05):

How you doing? Hello? And thank you for a Dillon. I appreciate your giddiness. That's always a nice welcome once a month, giddy and also the intro, Matt. I really appreciate the, your perception of the geek outs. So that really, uh, that's great. Thank you for having me on to chat with you guys.

Speaker 1 (03:21):

Yeah, man. It's, uh, it's pretty cool. We, you know, we haven't really had anybody on the show that, um, has as much experience in lead gen as you, as well as a, so much emphasis, a focus on native, you know, we've had a ton of Facebook ad buyers and Google ad buyers on the show. So I feel like this'll be, uh, definitely fun, uh, to, to dive in.

Speaker 2 (03:44):

Yeah. I mean, uh, obviously I've always been a big Facebook buyer as well, but just there was so much, there's still so much turmoil all the time that I just didn't feel comfortable with Facebook as a vendor, you know, like as a partner in my business when you're just going to randomly ban me and stuff like that. So we had already been big on natives and then we just focus moving back into it because it's more stable. So I love it over there.

Speaker 1 (04:08):

That's awesome, man. And you guys are managing a pretty, pretty hefty chunk of change in media right now on the agency side, I would say maybe post Q4, you might be hitting 25, 30 million.

Speaker 2 (

CEO and Founder of SM Commerce and ZASR Digital, Depesh Mandalia is known as the “Facebook Ads Chef”.  He’s invested nearly $50M year in profitable ad spend over the past few years.  During the past decade has been responsible for over $100M of revenue generated and over $20M of profitable Facebook ad spend.

His agency helps 6-figure and 7-figure businesses scale beyond $10M while his training programs help entrepreneurs scale up faster, through Facebook ads and other channels by focusing on his Brand-driven, Performance Marketing (BPM)  System.

A graduate of the University of Hertfordshire where he earned a BS in Computer Science, he also has a Diploma in Project and Business Management from The Open University and a Master of Business Administration.

TAKEAWAYS

Discover the ADA principal why it is an essential formula for creating ads that convert.

What the two most important lines of ad copy are -- and the horrible thing that happens if you get them wrong.

The importance of creating avatars that marry an emotional hook to a functional benefit.

Find out how to identify the 4 elements of a great ad -- and why the second on absolutely has to be backed up by data.

Understand the totally unsexy spend of cash buffers and why you can’t afford to skimp on them.

RESOURCES/CONTACT:

(Email)‍

(Depesh Madalia Website)

TRANSCRIPT

Speaker 1 (00:00):

On this episode of the rich dad, poor dad podcast, we have an awesome guest Depeche Medallia who was responsible for spinning shoot upwards of four $50 million in ad spent every single year. We dive into his background where he starting affiliate marketing, how he's diving into the real estate scene and diving into the kind of rich ad segments in four ads of understanding your audience, your offers testing, um, to kind of really make sure you hit it right on the head to where, you know, it's not rocket science on the media buying side. We also kind of dive into the super juicy financial side of things to understand, and kind of cash buffers, how to kind of set up your agency or business for success in the kind of a long-term make sure to tune in. You will not want to miss this one.

Speaker 2 (00:41):

Yeah. We talked to this e-com store from 800 K to 26 million, 18 months. Dude. I've never heard of anyone doing that before. And I said, yeah, we did it like 2015. It was cool. And it was like blown away. But for me, I was right in the middle of it and I focused on how stressful it was and how intense it was. And he's like from the outside of you even listening to what you're saying, and I started to share some stuff online, people site following, and I figured, you know what? Maybe people can use this and can benefit from it.

Speaker 3 (01:16):

[inaudible]

Speaker 4 (01:16):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliate brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome to another episode of the rich dad. Poor dad podcast is your host sack Johnson. I'm with a one and only Dylan Carpenter. How are you doing today, Dylan? Good, man.

Speaker 1 (01:53):

We got a legend of the game today.

Speaker 4 (01:56):

Legend. That's right, man. Yeah, I, uh, I think today's guests, uh, gosh, has managed tens of millions of dollars in media and is really been one of the, I think most generous, uh, Facebook ad experts in terms of just be willing to open up the kimono and share a ton of insights. Um, but I think he said before the show he's managing over 40 million may 50 million a year in annual ad spend. Um, which is, uh, that's, that's no, that's no small feat. So I feel like, um, we're going to learn a lot today. He's also the creator of the BPM method, which we're going to dive into and, um, and it's good stuff. So what do you think, should we, should we bring them on the show, Dylan, the hype is real,

Speaker 1 (02:40):

Man. Let's go ahead and welcome this guy in

Speaker 4 (02:44):

All right, Depeche. Welcome to the show. It was a little guy's side of the, have you here, man? I, uh, I, uh, I I'm a fan. I, I feel like, um, there's very few folks that are managing the level of scale that you you've, uh, been fortunate enough to manage, but also really peel back the onion, but I'm excited to get into what's working now. I'm excited to hear about a rich ad. I'm excited to hear about, uh, to know that you're not perfect. Um, I want to hear about a poor at that you've tanked on. So we all know you're, you've got a in your armor, but tell everybody a little bit about what you're up to, uh, uh, these days. W what do you, what's got you excited,

Speaker 3 (03:24):

Certainly. So right now, um, you spread between running an agency, um, trying to figure out a training program and how to kind of best educate people on getting better with their ads and, and kind of, um, getting better, better results for their business as well. Um, we do some e-com on the side, also on the side, have a large family as well, which I looked after as well. So lots of things to keep me busy at the moment.

Speaker 4 (03:46):

That is awesome, man. Yeah, I think there, you know, for the agencies listening to this show that they would love to hear your journey from, you know, really, uh, doing affiliate marketing to then jumping in...

Specializing in paid social, performance creative, and digital education, Nick Shackleford’s overflowing co-founderships include structuredsocial.com, Geek Out Education, KEEPARE.  Shortly after attending UC Berkley and then graduating from Saint Louis University  with a BA in Communication Strategy & Media Studies, he joined the LA Galaxy professional soccer team where he blocked goals for two years before re-entering the marketing world as a Global Social Coordinator for Resolution Media.  He went on to serve as Senior Digital Strategist for Agency Y, helped introduce fidget spinners to the US with his Figetly company, then joined Common Thread Collective as a Senior Digital Strategist and later as Director of Paid Strategy. From there, he went on his co-founding spree of three companies which he is involved in today,

TAKEAWAYS 

The tried, tested, and proven effective hacks that can keep ads from dying out.

How UTM tags on FaceBook can transport you to performance tracking heaven.

What the tell-tale signs are that you need to have “the talk” about ad spend with your client.

Ways to soften the blow of “big number” invoices for clients you don’t want to lose. 

What three data-driven questions everyone at your agency -- from media buyers to creatives  --  needs to be able to answer at all times.

RESOURCES/CONTACT:

(Structured Social Website)

(Geeok Out Website)

(Nick Shackelford Linkedin)

TRANSCRIPT

Speaker 1 (00:01):

On this episode of the rich dad, poor ad podcast, we have an awesome guest, Nick Shackleford, he's responsible for shoe spending roughly 55 million right now who may break a hundred million during Q4 and ads. We dive into some awesome kind of main areas of focus on the growth side of things. With specific clients on their side, we dive into their framework and templates of building awesome, creative, that converts, and kind of how to be more efficient on the capital side of things while controlling, you know, payments for their clients that are some big seven figures, but make sure as soon as this one, there's going to be a ton. You don't want to miss out, buckle up, get ready. The juicy one.

Speaker 2 (00:38):

Yeah. I wish we were able to do a little, the screenshot I'd have it up right now. So I'm going to count. We'll review across the 125 accounts we've had to date. And from January to September 17th, I would say we're about seven months, eight months and nine months in

Speaker 3 (01:01):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome back to another episode of the rich ed. Poor ed podcast is your hosts, Zach Johnson. I'm with the one and only D C Dylan Carpenter. How are you doing today, Dylan? Good, man.

Speaker 1 (01:38):

Y'all better buckle up because we got a super bad-ass guest today and she has and be juicy. You're like,

Speaker 3 (01:45):

I am a little schoolgirl about today's good. Um, man. Yeah. You you've been chatting about this guest for like a month now. You're like, Hey wait, wait, when do you think we can get them on? I love it. All right. So gosh. Yeah, today's guest is he's, uh, he's not the co-founder of one or two, but three companies runs a structured agency which should performance, uh, media agency. I don't even know how much this guy manages in ads, but it's gotta be upwards a figure. So we're going to dive into it. He's also the co-founder of geek out education. I'd say this is probably like the highest level mastermind and a group of media buyers that you can hang out with. And they really are bridging the gap in, in community from like just black affiliates that are really jumping over into like full-blown e-com, you know, working and, and really, uh, really diving into win-win relationships with, with clients. So it's a really interesting niche that they put together their on, on geek-out. And now most recently the co-founder with constant creative double Ks, which is fancy some fancy footwork there on the, on the, on the branding side. So we're gonna, we're going to get into it, man. Sh sh should we bring him on the show down? What do you think? Should we just, it's been real. Let's go ahead and get this guy on here, man. Nick, Nick shack. How you doing, man?

Speaker 4 (03:11):

I'm very, very well. This, I was wondering how this introduction was going to go, but I'm very, very thankful to be honest. I know we've all been in the same service for quite a while and it just took us a matter of time to get together. The COVID has been good, bad, stressful, not Sargent for a lot of people. And I'm finally able to make the time to find the right people to connect with. And so very, very thankful to be here today. And you did kind of give a great intro. There's a lot of things going on, but at its core, I think the easiest takeaway to say is paid media growth. Like we are in this bad boy. And, and I, I hate to characterize myself as just a media buyer because that's, it's always much more than that as us as business owners. That's where I'm most happy. Like if I'm in an ad account and I have no calls that day, like I'm absolutely for lack of a better term, I'm geeking. Like I'm absolutely.

Speaker 3 (04:00):

So I did give us, give us some, give us some stats on, uh, on the agency side structured agency, you know, like how much media do you guys touch a year month right now that, that, uh, you're either managing or influencing in some shape form or another capacity for your clients?

Speaker 4 (04:18):

Yeah, I wish we were able to do a little bit. Screen-share I'd have it up r...

Currently serving as CEO at ClickFunnels where he also held the positions of Chief Revenue Officer and Chief Business Development Officer, Dave Woodward is also host of the weekly Funnel Hacker Radio Podcast.  A proven business growth expert, Woodward’s prior experience includes serving as the President and Owner of Monopolize, Inc. and Regional Director of Americo.  He is a graduate of Brigham Young University where he earned a BS in Exercise Science and an MS in Exercise Physiology.

TAKEAWAYS:

The scary reason why relying solely  on Facebook ads puts your company at risk of dying overnight -- and what your backup should be.

Why a tough love approach to your marketing budget in tough times like COVID shouldn’t be to make deep cuts and what you should do instead.

What the future of in-person industry conferences is and why you shouldn’t be afraid of it.

How to do product use challenges -- and why they helped ClickFunnels increase  retention rates by 30%

What the ultimate “proof of concept is” and why going after VC money without it is a recipe for disaster.

RESOURCES/CONTACT:

(Dave Woodward Linkedin)

(Click Funnerls Linkedin)

(Click Funnels Website)

TRANSCRIPT

Speaker 1 (00:00):

In this episode, we talk with Dave Woodward, the CEO of clickfunnels.com. We talk about how they're spending 750,000 to a million dollars a month on paid media. Plus, we talk about payback period and the campaigns and the book funnels and how they ultimately relate to bringing more users onto the platform. If you're in B2B SAS, and you're looking to spend a ton of money on paid advertising, you're going to absolutely love this episode. Plus, we talk about payback period. We talk about debt VC, and ultimately how you start thinking about investing into marketing at the level and scale that click funnels is at. You'll also hear about an Epic fail. Uh, it's an amazing story. Uh, uh, a bit Dave is, is totally humbly, uh, sharing. I think you'll absolutely love the show enjoy,

Speaker 2 (00:43):

But the real key that we've noticed is yes, it takes a little bit longer to make that conversion from book to actual click funnels. But what we found is the indoctrination that takes place and the trust that exists because they've actually gone through and consume content makes the buyers so much better.

Speaker 3 (01:08):

[inaudible]

Speaker 1 (01:08):

The rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome to another episode of the rich dad. Poor ed podcast is your host sack Johnson. I'm with the one only DC Dillon carpenter. Hi, how are we doing today? We are doing good. And man, we got a good one today. I'm pumped legendary. It's it's the legendary, uh, gosh man, this guy has been a banner have been around. Um, but gosh, he's, he is a, he's kind of a big deal now he's this? He's the CEO over at, uh, over click funnels. I mean, um, just a couple of years ago was doing, uh, business development, but I think he's been, gosh, one of the longest standing, uh, relationships with the one and only Russell Russell Brunson over there. So I'm excited to have Dave Woodward on the show, Dave, you, my friend really don't need no introduction. So how are you doing, man?

Speaker 2 (02:22):

So it just stuck here. I'm doing fantastic. That was more than introduction than I needed. I'm just going to, but uh, let's go have some fun.

Speaker 1 (02:29):

Let's do it. I love it. I want to hear about this. Uh, you know, this is, this is a little past two, but this is the first time you're on the show. I want to hear I'm looking at your LinkedIn man. I want to hear the conversation of how you landed the CEO position over at click funnels.

Speaker 2 (02:51):

Um, so I've known Russell, gosh, probably I think 12 years now. Uh, actually I at the time had my own agency, that was a pre digital stuff is like 2007, 2008 and marketing agency in Southern California, where I lived at the time and ended up trying to feed. I had a client. My clients were primarily in the mortgage industry, banking, real estate investing, and they're all trying to figure out this whole online thing. And I'd heard of Russell before. I'd seen a couple of his things and thought, you know, I'm going to go figure this thing out. So I just went to a seminar that he and Stu McLaren, but not at the time was about affiliate marketing. And I remember they, they got up and started talking and Russell said, you know, if you'd like to take us out to lunch or dinner and pick our brain, you know, go ahead and go to backroom and sign up. So I ran to the back and signed up for every breakfast, lunch and dinner Russell had Started off actually just creating a great friendship and we become friends. And just honestly, one of my best friends in the world I've visited, loved working with him over the years. We've done a bunch of different projects together. Uh, some things worked, some things didn't and then when ClickFunnels came around, he asked, invited me to come on board as a partner and, and help things out. Uh, not Dickerson and Russell are the, the two co-founders of ClickFunnels, both introverts and I was the extrovert in the group basically. So, uh,

Speaker 1 (04:12):

That was how I

Speaker 2 (04:14):

Was brought in. I remember in fact, I think I was one of the first times I met you Zac at the time was probab...

Co-Founder of Neil Patel Digital, Crazy Egg, Hello Bar and KISSmetrics, Neil Patel helps companies like Amazon, Microsoft, Airbnb, Google, Thomson Reuters, Viacom, NBC, Intuit, Zappos, American Greetings, General Motors, and SalesForce grow through marketing. 

Patel’s marketing blog generates over 4 million visitors per month (51% of them spend money on paid ads). His Marketing School podcast generates over 1 million listens per month, while his  YouTube channel about marketing has over 31 million views and 765,000 subscribers. He has 1 million Facebook fans, and 372,000 Twitter followers.

A New York Times Best-Seling Author, Patel has been called a top web influencer by The Wall Street Journal.  Forbes says he is one of the top 10 marketers.  Entrepreneur Magazine has recognized him for creating one of the 100 most brilliant companies. 

He graduated from  the California State University, Fullerton with a BA in Marketing.

TAKEAWAYS

Discover the intensive 6 step process that lets him create the kind of pitch that regularly crushes big name competitors like WPP and Dentsu.
The crafty emotional vs logical videos retargeting strategy at checkout that has sent conversions through the roof.

How counter-intuitively giving away more for free lets you slash ad spend AND sell more stuff. 

The revenue point at which a company should focus on building a brand rather than generating massive ROI -- doing it a dollar sooner is drop-dead dumb.

Why he believes monopolies are magnificent and what you must do to create one for your clients.

RESOURCES/CONTACT:

(linkedin)‍

(Neil Patel Website)

TRANSCRIPT

Speaker 1 (00:00):

It's a hard thing. Like I've just been in business so long, right. Just know certain things will work. And I just know it's one of those things that'll work. And I don't know how to explain it. Other than I know I can make the numbers back. [inaudible]

Speaker 2 (00:21):

The rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliate brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. 

Let's get into it. Welcome to another episode of the rich ed pour at podcast is your host, Zach Johnson. I'm with Mr. Dylan carte fender, Dylan, you excited pumped, man. I've seen this guy speak at a couple of conferences, so yeah, I'm excited. Yeah. Today's guest needs no introduction. I think he knows a little thing or two about, you know, traffic and marketing and things like that. But, uh, yeah. So Neil Patel, man, welcome to the show. Neil Patel, founder and CEO of Neil patel.com. That's that's so original. I love it. That's awesome. Yeah. Yeah. I, uh, by the way, I'm a big fan of, um, what you've done with like Uber suggest we, we totally use it. That was awesome to see like how you, how you guys rolled that out recently and, uh, kind of incorporated that into Neil patel.com. Uh, but tell everybody a little bit about like what you're up to these days. What's new, uh, and, uh, what what's exciting for you.

Speaker 1 (01:47):

Yeah. Um, these days I'm working on my ad agency and you'll probably be digital. And then of course running Uber suggests as well, but those are the main two things I'm working on. There's not much more other than that,

Speaker 2 (02:00):

I love it. Okay. So here's the one I'm excited to talk about today is agency life with Bianca tell, man, I feel like you just close some Epic contracts that so many agencies would just like drool over. Uh, and so like, I, there are so many that, you know, it gets stuck in this like five K a month, 10 K a month, retainer hamster wheel, but word on the street, man, is that, that you've just taken it to like a whole nother level. And, uh, I, I'm curious, like what's it cost to work with the Neil Neil Patel digital these days.

Speaker 1 (02:35):

There's no flat pricing. It's all customized based on your business. What do we have to do to hit the goals and objections? It's all ROI base. None of it is,

Speaker 2 (02:44):

Of course it is, but it's expensive. Uh, customers,

Speaker 1 (02:48):

Well, we have an F and B division, which is very affordable. And then we have an enterprise. We have clients paying us five figures a year. Uh, and then we have clients paying us in the seven figures. That's what I want to about Here in the SMB division. We have a Neil Patel accelerator for small and medium businesses and we have an enterprise division.

Speaker 2 (03:09):

All right. I want to talk about this enterprise division. What does, uh, what, what, what goes into that like break, break it down, right. So everyone listen to this podcast, it really kind of fits into a couple buckets. They're either an ad agency owner. They're an advertiser spending a ton on Facebook or Google ads, or they're really an affiliate, uh, doing what, you know, the, the, the ladder. So I think for some of the agencies listening on the show would love to learn about how the hell do you close, like enterprise agency contracts. I mean, obviously with your brand, your name, maybe it's a little bit easier, but like still that's, that's not a super easy to do. So walk us through how that works.

Speaker 1 (03:55):

There is no solution. So all the way from getting a lead or all the way from pitching. Cause we kind of get the leads inboun...

Known as the Michael Jordan of Internet Marketing, co-founder of GrooveKart and CEO at GrooveFunnels and MikeFilsaime.com, Inc., Mike Filaime is one of the founding fathers of funnel marketing.  His companies have done over $150M in sales and he has created some of the most influential software and strategies that have fundamentally shaped the methods and technology of today's marketing industry..  His prior experience includes serving as co-founder of Marketing Genesis.  Filsaime is a graduate of the New York Institute of Technology where he studied Computer Science and Suffolk Community College where he earned a Bachelor of Science degree.

TAKE AWAYS

How putting all your energy into giving away your product free eventually adds up to big bucks.
Why selling the hype instead of the product instantly obliterated the biggest barrier to signing up. 
The genius of creating an “anti-upsell” page that built massive goodwill and credibility.
What made his “mouth breather” COVID-era ad an unbeatable control.
Why you should spend a ton of time optimizing this one component and not even think about generating traffic.

RESOURCES/CONTACT:

(Groove Digital Website)
(Groove Funnels Website)
(Groove Pay Website)
(linkedin)

TRANSCRIPT:

Speaker 1 (00:00):

In this episode, we talk with Mike [inaudible] of GRU funnels, the viral funnel and page builder that is scaled to 200,000 users in less than six months. We talk about how they scale their fall to spending 25 K a day on ads and how they have become an eight figure business. In a short matter of months, Mike talks about his entire strategy of how he thinks about funnels, offers, framing of those offers, and ultimately how to scale those to the moon. Mike is a legend when it comes to online marketing and his launches are some of the biggest ever. So enjoy this episode and we'll see you in there.

Speaker 2 (00:42):

We want to rewrite the game. We don't want to create another me too. Pagebuilder we want to, we want to do something that's never been done before. And, uh, you know, we've got a lot of very lucky in a lot of ways because they said, you know, I said, how much is that going to cost? And they said, it's going to cost about 60 grand for about three months,

Speaker 1 (01:09):

Listening to the rich ad poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. Welcome to another episode of the rich dad, poor ed podcast. This is your host, Zach Johnson. I'm with Mr. Dillon carpenter. How are you doing today, Dylan, man, I'm moving and grooving. And I'm looking forward to this one. Yes, I am so excited for today's guest, everything. You know, that we're all about here at the rich ed port podcast is bringing you some of the best marketers on the planet that are scaling winning ad campaigns, as well as really bridging the gap between finances and marketing and today's guest invest in not only brand and ads and direct response marketing, but has a totally new perspective on, on how to think about investing in your brand and in your growth.

Speaker 1 (02:20):

So a really famous guests also needs no introduction. Um, but, uh, I'm gonna, I'm gonna take a stab at anyway. I mean, you've been all over the web, uh, for the last, like what maybe two, three months straight and as one of the co-founders and partners at groove funnels and has a, just a litany of experience in online marketing, uh, prior to, to grew funnels. So without further ado and along getting this intro any longer, um, Mike Filsaime, welcome to the show. Thank you very much, guys. I'm happy to be here and I too am moving and grooving excited to be here

Speaker 2 (03:01):

100%, 100% attendance,

Speaker 1 (03:04):

100%. Oh my gosh. I love it. Well, congrats on, uh, just the launch of, and the success of, of grew funnels so far. I think, uh, you know, the funnel that you've designed here is absolutely brilliant and, and honestly following you for quite some time, it really does feel like accumulation of your life's work, uh, that is thought through in every aspect of the product through, through the funnel. And, um, it's so excited to see how viral, uh, this, this launch has gone for you. So congrats,

Speaker 2 (03:38):

Thanks. Uh, you want to present, right? There's a culmination of everything that I've done online has been put into this, uh, into this platform. So all the way back to the early days, you know, my first, very first, uh, you know, software product was something called Powerlink generator and all that, you know, that I learned in there, uh, you know, that, that was the 4runner two pretty links if you know, people ever heard of or use that on WordPress, that was basically, you know, WordPress was taking off and I was fighting WordPress. Like, no, I've had I butterfly marketing, I have dynamic sites and I just, I just couldn't keep, you know, we couldn't compete with, with WordPress. It was free. And then so instead of me adapting my software products, like viral friend generator and, and, um, and Powerlink generator and butterfly marketing and these different things into WordPress, I other people went and created awesome different plugins, and I kept thinking a little bit bigger and, and so on and so forth.

Speaker 2 (04:34):

So yeah, grew funnels has a bit of, you know, my very first, uh, marketplace product that competed with ClickBank pay.com. Um, it has Powerlink generator, butterfly marketing, viral friend generator. Uh, and then, you know, uh, you know, from there, you...

Chief Marketing Officer at Shopanova, Nathan Otwell bills himself as a paid social traffic and innovative funnel strategist as well as a  growth hacker of agile advertising strategies who is responsible for 9-fiigures worth of new business revenue for the company.  Prior to joining Shopanova in early 2020, he served as President and Chief Marketing Officer at Digital Nitro, LLC, Paid Traffic Specialist at Revere and Chief Media Officer at Grantwise Enterprises, LLC.  He was also co-founder and Marketing Coordinator at  the Arkansas Guardians amateur football team,  a Junior Account Executive with the Walmart Shopper Team, and a Sales Representative at Complete Nutrition.  A graduate of Arkansas Tech, Otwell earned a BS in Business Education and BSBA in Management and Marketing.

TAKEAWAYS

Why if you don’t know these 3 numbers in your business, you will NEVER  be able to scale ever.
What’s to love about Facebook campaign budget optimization.
The old-school Gary V. tactic he uses to create iron-clad engagement -- time-consuming but totally worth it.
Why insisting on getting a 10X return on every order is a ridiculous benchmark for profitability .
The overlooked advantages of Facebook AB testing when it comes to budget.

RESOURCES/CONTACT:

(Shopanova And Me Website)
(Shopanova Website)
(Linkedin)

TRANSCRIPT

Speaker 2 (00:23):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. All right, everybody. We are back this week with another episode of the rich dad, poor ad podcast, where we dive into what ads are working. What's not really crappy ad and some kind of more financial tips, uh, you know, make everything a little bit jucier. 

Well, this week we have a very special guests. Nathan, Otwell from Shopanova, he's been there for about a year, took over the CMO role. This January, these guys are spending shoots hen million generated well over 50 million in revenue. We were actually chatting about a Bootsy client. Who's spending about 75 K a month and generating well over a million a month in ads or in revenue there. And I was just geeking out. So y'all give a nice warm welcome to Nathan Nathan. Thanks for jumping on, man.

Speaker 1 (01:35):

Absolutely glad to be your guest.

Speaker 2 (01:37):

Heck yeah, well, sweetie. So I mean, give everybody a little background of kind of who you are and shop a Nova. So we have some context I've seen a hundred of y'all's ads for years. I believe formerly it was staggered media. Um, we can kind of double check on that bad boy, but kind of get everybody a little background there.

Speaker 1 (01:55):

Yeah, for sure. Uh, so a little bit about me. I live in Bentonville, Arkansas. Uh, basically the most landlocked part of the United States there is. Um, but the thing is, it's also the headquarters for Walmart and Sam's club. Uh, Sam Walton actually grew up here, lived here, um, grew his business all throughout Benbow Arkansas. Um, my great-grandfather was actually, this is a good story. Um, my great grandfather was actually offered to be one of the initial five investors of Walmart to get it, to get the first store opened and he turned it down. So, uh, yeah, Sam Walton was hitting up all the ranchers in the area of the time. It was just a bunch of ranchers. Uh, my great grandfather made a killing and cotton back then, and that was in Texas, comes up here, buys, uh, just a ton of land, starts a cattle ranch and Sam Walton's going around to all the cattle ranchers and saying, Hey, you know, I've got this idea for this really cool store.

Speaker 1 (03:07):

That's going to have everything. Basically it's a one-stop shop. And my great grandfather was like, nah, pass. Just kinda like whatever. And my dad always tells a story like the, the biggest failure in our family, because we could be worth, uh, the original five or collectively worth like 15 to $20 billion or something like that. So we can be, my family is like the one that got away, man. Oh my gosh. It's crazy. But yeah. So grew up in Northwest Arkansas, went to college at, uh, Arkansas tech university. I got two degrees in management marketing at that time. Uh, came back home, started working for Walmart and shopper marketing field, which is basically where a Walmart suppliers, the rantings. They don't really want to take their marketing strategies, the marketing mix out of the national scene and put it just for Walmart. So what we do, what we did as an agency was we would take the brand teams overall national strategy, and we would create a Walmart shopper specific strategy to get Walmart shoppers into a store, get the product off the shelf into their court, get them to the checkout, all that good stuff.

Speaker 1 (04:37):

Um, it was really good experience. Uh, I got some great, great marketing mentorship in that. Uh, dude hits me up in the area and says that he's into some really cool stuff in Facebook and Instagram paid traffic. And I was just, I didn't, I mean, I didn't know anything about it at the time, but whenever I was on the Wal-Mart agency, we did a shopper social stuff, which is more like blogs and influencers and all that stuff, paying a ton of money for stuff. Um, we're talking like targeted banner ads, a campaign for a targeted banner ad at Walmart is like 150 $200,000 for like 60 days, stuff like that. So, um, and it's all pieced out by the impression by the reach and all that. You don't really get that performance standard. Like you don't get told like what type of ROI or return on ad spend, you're going to get, you just have to create the strategy.

Speaker 1 (05:40):

And they're going to tell you how many people th...

An investor in business and technology companies and growth strategy advisor, Brad Costanzo is the founder and CEO at Costanzo Marketing Group, principal at Costanzo Capital, Partner and Advisor at CDB Capital Group, and Advisor and Investor at Otomo.  As the host of the award winning podcast "Bacon Wrapped Business" he uncovers what's working now with some of the top business experts in the world. Prior experience includes positions with Brandetize, RealEstate Investor.com, Frank Shamrock, Inc. Jesse Itzler,  Real Estate Worldwide, MIH Publishing & Marketing, Organifi, and Prudential Investments.  A graduate of The Wharton School of Business at the University of Pennsylvania where he earned the credential of a Certified Investment Management Analyst he earned his BS in Investment Finance and Economics at Eastern Illinois University.

TAKEAWAYS 

What qualifies as a touch point and how many of them it takes before a prospect is ready to buy. (It’s way more than you think).

How to create an absolutely irresistible offer -- if you’ve got the guts to do it.

Why falling in love with marketing metaphors might break your heart and response rates -- and what you should do instead.

The 24 objections you should be 100% prepared to handle.

Why offering this free of charge works better than requiring a prospect to “pay for it” by giving you their email.

RESOURCES/CONTACT:

(Bradcostanzo Website)
(Email)
(Bacon Wrapped Business Website)

TRANSCRIPT

Speaker 1 (00:00):

In this episode with Brad, we dive into how to break down the core beliefs and principles that your prospects and your web traffic need to believe in order to buy. It is a proven strategy and a method and process that he's implementing for all his portfolio clients. Plus you'll also learn the path of how Brad has basically gone from hired gun and advisor and consultant to now acquiring businesses and exploring even a $50 million potential credit fund to buy even more and more businesses. It's a great episode. Hope you enjoy. 

So this is me trying to grow

Speaker 2 (00:40):

Entrepreneur, which is, um, um, create a pitch deck for what the proposed use of funds will be. Um, in this case, it is to do an it service manager, MSP roll up.

Speaker 3 (01:05):

[inaudible]

Speaker 1 (01:05):

Listening to the rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. Welcome to another episode of the rich dad. Poor at podcast is your host, Zach Johnson. I'm with Mr. DC, Dylan Carpenter. How you doing today, Dylan? Good, man. We got an exciting one here. Yeah, I'm excited about today's guests, you know, for a lot of the agencies listening, I think today's guests is like had the perfect consultancy and consulting business that a lot of, of ad agencies or smaller agencies should be modeling after.

Speaker 1 (02:04):

I also think for some of the agencies that have gotten stuck in agency life, uh, can really learn a ton about, um, how to rise above it, uh, and really take things to the next level and, you know, build a revenue stream beyond retain hers as well say. And, uh, and so today's guest is also, uh, the host of, uh, the bacon wrapped business, uh, podcast, which is, um, a PR pretty awesome podcast. I mean, he interviews some pretty, pretty high level entrepreneurs, um, on the show and it's a pretty, uh, diverse, uh, diverse, uh, group. So without further ado, Joe, uh, uh, Brad, how you doing welcome to the show, man. I am doing great. Thanks for having me. It's a pleasure to be here. Yeah, man, I, uh, I'm pumped to you on, I feel like you are, um, the, kind of the perfect blend.

Speaker 1 (03:05):

You're like the perfect guest for the show in the sense that there's like straight media buyers that love to just talk about rich ads all day. Uh, but then, you know, there's people like yourself that, uh, you know, in your words, like focus on growth, you know, across the board and are really thinking about, you know, the financial aspect of it, right? How do you budget for growth? How do you reinvest in the growth? Um, and it really is, uh, growth is all about, you know, being a good investor and allocation of resources. And so I'm excited to dive into that, uh, because I know that's like, um, right up your word, so pretty a little bit up to speed about what you're up to, uh, these days and, uh, and a little bit about how you,

Speaker 4 (03:56):

Yeah, my pleasure. So, I mean, I I've been in the digital marketing space for about 12 years, having back in 2007, I'd left a career in financial services, 2007, 2008. It was it voluntary, right? Uh, everything was falling apart back then, but I had spent my entire career is a both investment advisor as well as like financial investment advisor and, um, and then a consultant to the advisors at Prudential securities. So I managed to book a business, uh, recommending stocks and, you know, portfolio allocation, et cetera for a while. And then it got a little bit crazy and I moved into the corporate side, working with financial advisors, helping them convince their clients to do fee-based business, et cetera. Um, the recession was, uh, you know, cause a lay off at the company just so happened. It was the same month. I read the four hour workweek by Tim Ferriss and I had no idea this was a new area to me.

Speaker 4 (04:56):

I was in my early thirties and I just remember thinking, well, I mean, the...

TAKEAWAYS

Why ridiculously expensive Customer Data Platforms are obsolete -- and how to get even better results at a fraction of the cost.

How to create an outcome-based ideal offer in 30 days or less.

Why static data is history and what you should be using instead.

How ramping up too fast can kill your algorithm’s targeting -- and what percentage increase on ad spend per day will keep it alive. 

Who’s 1000X better (and cheaper)  than Axiom and Oracles at finding your best customers.

RESOURCES/CONTACT:

linkedin.com/in/gilortega

https://www.identyo.com/

SHOW NOTES:

TRANSCRIPT

Speaker 1 (00:01):

On this episode of the rich dad, poor dad podcast, we have a very special guest, mr. Gill, Ortega, we dive into real-time data and how to use it properly across multiple channels. Ultimately lowering your cost per acquisition. We also kind of dive into some tips that Mark Cuban gave them towards the end of last year. That completely changed the way their businesses ran this year on the poor ad side of things we dive into, you know, not understanding more real-time data and static data and the importance of using, you know, the data you do have with consumer behavior, um, to really kind of move that needle and lower your CPAs. Make sure to tune in this one's all about data and it is solid

Speaker 2 (00:39):

Created an outcome result-based offer that literally within 30 days, all we're doing is pushing in audiences that we're identifying segmenting and delivering into the various ad platforms, Google and facial being the primaries, but it can go everywhere. Every, every major ad platform, including DSP is

Speaker 3 (01:12):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it.

Speaker 1 (01:40):

All right. All right. On Friday, everybody, we are back in action with another episode of the rich dad, poor ad podcasts. We've got your host, Dylan Carpenter and the house. You know, we're going to talk about what's working, what doesn't work and then some bad-ass financial principle tips. So today we have a very special guest, mr. Gill Ortega.  Back in the day, he was doing a ton of lead gen, you know, managing she probably 4 million a month, but that was in the past. Now he's the co-founder and chief Rainmaker of identity, which is kind of more of an audience creation biz, but without further ado, but the hype is real guilt. What's that, man. Thanks for hopping on

Speaker 2 (02:12):

You doing thanks for having me

Speaker 1 (02:14):

Not a problem at all. So kind of give everybody some context of, you know, who you are, what you're doing these days. I didn't see. Oh, sounds super awesome. I'm super into it. I'm excited to learn more, but kind of give everybody some context of kind of what you're getting into.

Speaker 2 (02:27):

Sure. So Zach and I met in 2015 and right when he was starting funnel dash and, uh, it was big data that I was making a really big pivot into from lead gen to, to audience creation and data-driven campaign. So, you know, all, all the privacy can per all the privacy concerns that we're hearing nowadays, you know, from like the Cambridge Analytica fiasco a few years ago, to current concerns, GDPR, all of that, wasn't going on when we started in 2015, creating what is known as identity resolution or identity graphs. And I, and just to give you some background, I'm going to, I'm not going to get into the weeds of data because it always makes people's heads spin and it, and, um, it just, you know, it's not the sexiest thing. And when it comes to marketing, you know, it's like the data and the analytics and how, you know, how you target somebody.

Speaker 2 (03:30):

But basically we started, uh, creating identity graphs and, you know, the old cliche of the right message at the right time, you know, pretty much every company either says they do that or wants to do that. It's, it's basically the, the levers in terms of data leverage to be able to do that. So you identify somebody that is visiting your website, right? So that's the identity part, and this is all top of funnel. So people that have not filled out a form, you know, opted in to your, to your list, we're identifying somebody and then you you're able to track that person across devices. You know, how many devices do you got now? Like you just look around your desk, right? Like a lot, right? Yeah. Probably eight or nine. It seems like. Right? So the more devices that people start piling onto their daily usage, the harder it becomes to attract somebody.

Speaker 2 (04:29):

So that's th...

Jordan Menard is the CEO and founder of Traffic Pilot, an e-learning platform that teaches people how to become highly-proficient digital marketers who can charge high-ticket prices for their services.  He is also founder and CEO at the digital agency Longform Creative and has served as a Strategic Marketing Specialist for PayCertify, Head Media Buyer for Consulting.com, founder and CEO of Surf Media , and Marketing Director for FranConnect.

TAKEAWAYS 

The secret behind the success of long form creative (its more than just length).

How to avoid becoming a one-trick pony by looking at what’s behind the CPR.

Why good stories sell --  and how to make a fortune by telling  great ones. 

What apps like instagram do to your brain -- and your chances for success.

Why flipping the script from cash grab to cash flow is essential for long term profitability.

RESOURCES/CONTACT:

https://longformcreative.com

https://trafficpilot.com/

TRANSCRIPT

Speaker 2 (01:32):

Buddy. Welcome to another episode of the rich dad, poor ad podcast. We're going to dive into kind of, what's working a really ad and then some kind of more financial tips, you know, so we have a very special guest today, mr. Jordan Menard, um, the creative traffic pilot, the world's first preeminent digital marketing e-learning platform. And not to mention this guy's slang and some ads, but Hey Zach, you ready for this one? Okay.

Speaker 1 (01:58):

Yeah, man. I'm excited to have on I'm I'm a fan boy of Jordan's work. He's worked with some pretty, pretty big names. Knows, knows the world of advertising. I think he's worked with like, gosh, anybody that's like in, in internet marketing and biz up from Ty Lopez, the Sam ovens, Dan Locke, freakin Robert Kiyosaki, Jordan Belfort. Um, he's worked behind the scenes of some pretty, pretty big campaigns. And uh, I'm also excited to talk to him about what, what, what he's up to and working on, uh, himself as well. So let's get him on the show.

Speaker 2 (02:33):

Jordan was good, man. Thanks for jumping on what's going on guys. Thanks for having me, um, pretty crazy to hear, uh, you know, I always say that, uh, people don't know me, but they've probably seen my work. So when you hear who I've worked with on the info marketing side, uh, yeah, that's really what I'm known for, but, um, you know, I like to do a lot of, a lot of different, uh, stuff as well. I like it, dude. I mean,

Speaker 1 (03:00):

You were just touting the fact that you've probably spent over a hundred million on ads over your career over what, let me say the last five years, is that fair to say?

Speaker 2 (03:08):

Yeah, I would probably say five, six years. Um, and that's gone up and down and that's been over, you know, different platforms, everything from Google display, uh, native Facebook, um, since I've started my Facebook agency, um, we really focus on Facebook and Instagram, but I still run Google search YouTube. Um, really any network I can run on.

Speaker 1 (03:33):

So one things that, that, uh, I knew about Jordan before Jordan knew about me is I was impressed with Jordan's long copy skills. There's very few, uh, people immediate buy and tech can do long form creative well, um, and most, pretty much stick to short form just to get the click and, and make the funnel do the work. Uh, but Jordan, you know, I'm a fan boy in the sense that I think you do a better job of pre-qualifying the click than, uh, the thousands of agencies that I know of here at funnel. So, um, yeah, I'm excited to have you on the show.

Speaker 2 (04:12):

I appreciate that. That's actually, the name of my agency is long form creative segue I've ever heard. We could not have done that better. Yeah. That's the name of my agency as long form and um, you know, I think it's pretty obvious what we specialize in and people always ask me, you know, a lot of e-com guys, right? They're like, ah, too long for my copy. Doesn't matter. It's all the image. It's all that I'm like, Oh, is it really? Or are you just saying that because you're not making me images right.

Speaker 1 (04:51):

In e-comm you can get away with crap. Copy. Right. It's it's so visceral it's so it's so crazy. Yeah.

Speaker 2 (05:00):

I got evidence on this, this argument, right? That is it doesn't copy. Doesn't matter for e-commerce. So I was like, let me write an ad. I wrote an ad for them. It was selling beef jerky and I made the dynamic creative with an angle. It was way longer than anything they had, but I pulled a story about jerky. I tied the craziest stuff into that story. Before you knew it, you were ordering a bag of beef jerky supporting the troops and being a good Patriot American, you know, and when did she know that ad hit at like 5.5? My buddy hit me back and he's like, what's up scale daddy, that beef jerky dynamic creative you made is that a 5.5 row ads. And so that's a story of how coffee does matter. Now you can get away with it. But that doesn't mean that you can approach your actual ceiling. Yes,

Speaker 1 (05:58):

Love it. I love it. We're getting into it, man. This is good. Let's just dive into it, man. Like what's the rich end what's working right now. Let's break it down.

Speaker 2 (06:11):

So right now, um, I, you know, I, I don't mean to sound like we have a lot of ads that are working, right. I could have shown a lot of things. Um, I decided to talk...

TAKEAWAYS     
           
Why 99% of ad agencies aren’t helping their clients -- and how to be among the 1% that actually does
The massive financial red flag clients try to fly that you should run from like the plague.
How to float your client’s ad spend boat and make money doing it.
The biggest thing agencies need to be concerned about with their clients (and it’s not CACs).
Why today’s super low interest rates let you make a better case for getting ad spend bucks up front.
 
RESOURCES/CONTACT:

https://www.linkedin.com/in/erikhuberman/
https://www.erikhuberman.com/
https://hawkemedia.com

TRANSCRIPT

Speaker 1 (00:02):

On this episode, Eric founder and CEO of hock meeting, I'd dive into land Rover's COVID-19 campaign, where they have a picture of a land Rover out in the, out, in the boonies, out in the wilderness. And this has practicing social distancing since 1948. He does a great job of breaking down why this campaign worked when it worked. Plus you're also going to hear about the underbelly of these larger mid-market and enterprise level ad agencies that are actually floating. Their clients is ad spending, meaning they're actually paying to the tune of tens of millions, of dollars for their clients in ads, and then waiting sometimes upwards of 90 to 120 days to get that spend back plus their agency fee. And you'll hear about why this is absolutely ludicrous and how you should avoid this at all costs and how you can actually make money by solving this problem for your clients. So without further ado, let's dive in to another episode of the rich dad, poor ed podcast.

Speaker 2 (01:06):

Yeah. So I'm going to start with that asterix that like, I think 99% of that ad agencies don't help their clients. And so let's just take them off the table. So I don't think like the future of agency, I think is the same as it is now, because I think it's mostly, uninnovative like, or we run businesses, but the ones that are doing really good work that are going to come ahead. I think I have, and we'll think about the whole business of their client, not just the CAC that they're getting on Facebook.

Speaker 3 (01:47):

[inaudible],

Speaker 4 (01:47):

You're listening to the rich and poor ed podcast where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it.

Speaker 1 (02:15):

Welcome to another episode of the rich add poor ed podcast. We've got a phenomenal, uh, well-known guests, uh, today I'm super excited to have on Eric Huberman, CEO and founder of hock media who really needs no introduction, but Hawks been around the game for almost seven years now, I think, um, based out of LA managing, I think I want to say over a hundred million dollars a year in ad spend and works with clients across dozens of different verticals, scaled a ton of e-commerce brands. I'm excited to dive into it. Eric, welcome to the show. My friend. Thank you for alchemy. Yes, yes, yes, yes. So give everybody a little taste of what you're up to these days. I think most of the people listening on the show, you know, understands that that Hawk is, uh, uh, an outsource CMO for your marketing agency, uh, or as a marketing agency as your outsource, uh, CMO. But what what's the latest for, with you guys? Like what, what are you doing now and where are you taking things, uh, to the next level

Speaker 2 (03:19):

We're scaling growing, thankfully like, you know, we are, we're built to be remote, so we weren't remote before all this, but it hasn't really done anything but helped us. And so we're actually bringing people on, in a lot of major cities around the country and really scaling up our team, uh, building out more offerings, you know, outperforming what we had done before, which was already pretty good. So things are going really well. We're growing fast.

Speaker 1 (03:46):

That's awesome, man. So I, uh, I, I want to know why you started an ad agency. I, I feel like we've, we've got a large audience of ad agencies listening here, and a lot of them aspire to build an ex, uh, Hockney to hear this all the time from folks that are maybe doing, you know, seven, uh, maybe starting to approach eight figures, but talk to us about like how, how, how did you end up starting Hawk? And, um, and why is it, why are you still doing it today? Seven years is a long time to be doing, uh, uh, anything.

Speaker 2 (04:21):

Yeah, I think masochism is a part of it. You know, I just like, I know it, honestly, it came from bill, I built installed two e-commerce companies. I just frankly hate most agencies out there. I think 99% of them are full of . And I have no idea how to actually scale a business. And this is coming from someone that has actually done it for myself. And so I was advising and consulting for a bunch of businesses and just found that everybody deals with this problem, that the agency landscape out there sucks. And so decided to do something about it and, uh, started building my own little SWAT team to help companies and then just scaled from there. Now, now seven years later and 170 people later, good place, you know,

Speaker 1 (

Takeaways

Why the more you charge for a product, the less you have to spend advertising it.
What his relentless “Book a Call” CTAs are really designed to do (it has nothing to do with selling).
How sticking to his “sell nothing cheap” business model makes prospects more willing to buy
What reverse organic advertising is and how it can get people off the fence
Why he could stop running ads for two months and STILL get toasty warm leads.

RESOURCES/CONTACT
https://www.linkedin.com/company/getclientsdotcom/
www.getclients.com
www.getclients.com/funneldash

Transcript

Speaker 2 (00:00:29):

You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome to another episode of the rich dad. Poor dad podcast is your host sack Johnson. I'm with the one and only Dylan Carpenter. You ready to rock this? Dylan?

Speaker 1 (00:01:06):

Yeah, man. Y'all are going to geek

Speaker 2 (00:01:08):

Out for who we have in the, in the podcast today,

Speaker 1 (00:01:10):

Man, I'm geeking out over here right now. Yeah.

Speaker 2 (00:01:12):

Today today's guest is a new new agency owner. He's just getting started in online marketing and he made his first thousand dollars this last week. He did it all on a single day and now he's teaching other people how to start an agency and it is going to be good. He's the founder and creator of get clients.com. And uh, his name is Dan Henry who, uh, who is not at all the guests that I just described. But Dan is, uh, Dan is a character in the world of online marketing. And, um, he's doing some big numbers these days. I think he's most known lately for, uh, having the balls to, uh, to get out on the seas. It's just about how to like a ridiculous boat. I feel like that proceeds, uh, Danny. So I think Dan's the only person that we know on the show, Dylan that, uh, is like, see you later, COVID see you later quarantine. Like I'm going to go live on a boat piece.

Speaker 1 (00:02:12):

That's legendary status right

Speaker 2 (00:02:13):

There. Legendary status, man.

Speaker 1 (00:02:16):

My God, I just wanted a yacht. I just wanted a yacht.

Speaker 2 (00:02:21):

So Dan, welcome to the show. And how'd you like that intro? Is it like a pretty accurate, like you just think he's just got started like a week ago.

Speaker 1 (00:02:30):

That sounded a lot. It sounds like pretty much, uh, every I am or

Speaker 2 (00:02:34):

Today. Very, very classic, uh,

Speaker 1 (00:02:37):

Uh, description.

Speaker 2 (00:02:41):

I love it. Well maybe, uh, maybe you could tell people what you're up to these days. Cause I feel like, uh, your, your focus on like some, some newer things you're doing like a lot more high ticket stuff these days. And, um, it's not, it's not where you're up to. Like when you w when you just got, uh, selling chiropractors on local ads, so F fill everybody in on what's new.

Speaker 3 (00:03:06):

Well, I haven't had that offer in a long time. Um, I stopped selling that while back cause, uh, you know, I, after I did about 8 million selling, like online courses, coaching programs, it had some events, you know, I, I found myself being a lot more passionate about how to sell your advice and, and, and I felt it was a lot more impactful than, you know, getting some extra, uh, guys into a massage parlor or something, you know? Um, I mean, maybe that was impactful for them. I guess it depends on the type of massage parlor, but for me, I wanted to impact at a higher level. And I knew if I could help other experts sell their knowledge. Not only would I help them grow, but I'd help them help others. And so I decided to kill my old offer and, uh, start teaching people how to sell their advice.

Speaker 3 (00:04:01):

And I kept, you know, refining that. And, um, I just got, I mean, I'd love to tell you some esoteric, uh, mythical story, ...

 •  Dig into the surprising secrets of a winning ad that he has spent over a million dollars on over the last 18 months.

•   Why the offer is the most powerful part of any ad -- and how he consistently comes up with ones that crush.

•   How he never loses more than a hundred bucks on testing an ad.

•  The insanely simple principle that fueled his rise from welfare to 

     riches (and you don’t have to be a finance wizard to understand it).

•   How a crazy idea and two helicopters helped give a $36K three-week 
      billboard advertising campaign eternal life.

RESOURCES/CONTACT

https://billygeneismarketing.com/

Follow on instagram at billygeneismarketing

Speaker 1 (00:00):

In this episode, we interview the Wolf of advertising. Mr. Billy Jean from Billy Jean is marketing and we tied,

Speaker 2 (00:09):

Ah, just

Speaker 1 (00:11):

Died. All right. Three, two, one. In this episode, we dive in with the Wolf of advertising, mr. Billy Jean from Billy Jean is marketing. We dive into his winning ad that he has spent over a million dollars on over the last 18 months and exactly how he goes about creating, winning offers and winning at plus how he limits his losses on his poor ads. He talks about how he never loses more than a hundred bucks on testing an ad and how he's incredibly disciplined, uh, into the pro. Uh,

Speaker 1 (00:51):

So sorry, who has to ever these interests three, two, one. In this episode, we interviewed the Wolf of advertising. Mr. Billy Jean is marketing. He's got over a hundred thousand students in 75 countries and 800 million people have seen his videos. He's an absolute legend and OJI in the world of advertising. And in this episode, he talks about his process for creating rich ads. And it actually has nothing to do with ads. It's all about the offer and how to craft a winning offer and how you can guarantee and ensure your success. Plus, he talks about how to limit his losses on poor ads and how he thinks about managing the numbers and the data and the financials in his business every single day and how he responds to them. It's an amazing episode.

Speaker 2 (01:40):

You enjoy.

Speaker 1 (01:44):

Welcome to another episode of the rich dad. Poor dad podcast is your host sack Johnson. I'm with mr. Dylan Carpenter. Dylan, are you excited?

Speaker 2 (01:53):

That's an understatement, man. I'm freaking out.

Speaker 1 (01:56):

We have a legend today. It is the one and only mr. Billy Jean Billy Jean is marketing man. The Wolf of advertising. I'm so excited to have you here, man. I honestly, I appreciate it. Thank you very much, Robert. And by the way, I just love the name of the podcast. It was inspired by you dude. I was like, Wolf of advertising was just so legendary. I love that. Oh yeah. Well I'm just saying it was inspired by you made that move first. Um, I was like thinking for months on how we could pull that off. If anybody's listening to this podcast and they don't know who Billy Jane is just, just stop listening. Um, you've been sleeping under a rock man, cause you're all over the place. You've uh, I mean, gosh, you got over a hundred thousand students now you're in 75 countries. You're just telling me you've got, what, how, how many times do your video has been seen like 800 million, 800. That's almost as many downloads as we get on this podcast. Um, amazing. And I, I I'm, I'm pumped to have you on. And um,

Speaker 2 (03:13):

It's interesting with those visa, like, cause they're always targeted right at entrepreneurs or people that entrepreneurial space. So like my world is really funny. Like if I'm outside and I'm any in any place that has like entrepreneurs in it or something like that, like some award recognizes me in a second, but like if it's outside of the entrepreneurial world, I'm just like, who the is that guy? So it's perfect blend where I still get my life. But if I go into the realm, you know what I mean? Like it's it's yeah.

Speaker 1 (03:38):

I love it, dude. That's awesome. So tell me a little bit, like what's new with you? Like what do you, what do you got going on right now that you're excited about? And, um, you're most known for, for your, for your advertisers that you rolled out like a couple of years ago, but uh, I feel like you've been like super focused this year. And so,

Speaker 2 (03:56):

And um, honestly, you know, for me on the professional side, it's our virtual experience to our students. You know, we, we have a studio here in downtown San Diego and we spent a million bucks renovating our office and um, and just to deliver an incredible experience, like when people come to our calls, it is immersive. Like everyone's got their zoom cameras on, it's scored with music and all of that. And we got like seven different cameras and we do break out rooms for people to like practice. So like, you know, just think about any webinar you go to. Right? Usually you just sit there, everyone's muted. You can't see anybody in, someone's just talking to the president. You come here, we're like, hello. We say, hi, there's a tech test before, you know, and Tony Robbins really, the UPW really led the way with that.

Speaker 2 (04:38):

Him and Danny shout out to them. Um, and I was like, yeah, we're going, we're...

Get a revealing look at the seamy underbelly of the affiliate world how he broke into brand.

Why going with one flow for every platform you’re advertising doesn’t fly.

How to generate massive passive income with card points

Why having multiple virtual cards for ad spend is the only way to get to the next level.

How he and his clients made the rare pivot that  turned the COVID crisis  into cash.

RESOURCES/CONTACT:

https://www.linkedin.com/in/maor-benaim-19baa546/?originalSubdomain=il

https://www.facebook.com/maorbn

https://www.youtube.com/channel/UCopDCYIFFXcx6YEGBNcaJaA

Speaker 1: (00:00)

In this this episode, I talk with Maor or the Wolf who's managing 20 million a year in ad spend for 2020 and egos deep about 30, 40 minutes into the episode on his points of strategy. He's one of the few media buyers in Israel. That's on the Amex black card and this guy squeezes out every point. Uh, you can, so if you're spending money on ads and all about the point game, listen to that segment. I also think when we dive into the four ad segment, mayor is very gracious to open up some of his own failures in the last year, in his own effort to rock his own brand. And it's amazing to see a guy jumped from the affiliate world to the brand world and some of the lessons that he, uh, had to learn the hard way. Um, even though his team was stacked with a players across the board from a media buyers to follow craters, to copywriters, um, and, uh, and, uh, and like, so enjoy this episode, uh, let us know what you think, and that will be, uh, we'll see in there. And the fact is that if you have something that works in this industry, people are going to know about it. So the choice is in daily, how much time you can save it for yourself, the choice is do you want that person to remember you as the guy who was lying to him,

Speaker 2: (01:24)

[inaudible]

Speaker 3: (01:34)

Listening to the rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it.

Speaker 1: (02:02)

All right, welcome to another episode of the rich ed poor ed podcast. This is your host, Zach Johnson with mr. Dylan Carpenter. How are you doing Dylan? Doing pretty good,

Speaker 3: (02:12)

Man. Pumped to get this one. Rolling.

Speaker 1: (02:15)

Yes. Yes. Today we have a dynamic, uh, entrepreneur who is really an affiliate, an agency owner, a brand owner, and a multifaceted entrepreneur. I mean, he's seen, uh, it from retail on, on physical stores. He's got a ton of experience in e-com and spends a boatload of money on ads. Um, I think this year he'll probably have an impact on over 20 million in ad spend. Uh, so I'm pretty excited to have him on, and he's got quite the, uh, quite the case studies to share today. Are you pretty pumped Dylan? Yeah, man. I mean, these are real,

Speaker 3: (02:56)

I've kind of case studies here at sun. It's another concept it's going to be super juicy.

Speaker 4: (03:00)

So y'all buckle up, buckle up cause, uh, Maor the Wolf, uh, who was also a speaker at affiliate world and also a, a coach and a consultant and a mentor, I would say to many of today's top media buyers. I'm pretty excited to have on the show. So mayor welcome. Thank you guys for having me. I'm super excited and lady like, I'm loving this opportunity to speak with you guys and show a lot of my experience and basically case studies and stuff got a ton of it, man. And we're so excited. It's really cool. See, you know, your, your attorney of, of kind of exposing, uh, I think a little bit that underbelly of the affiliate world and, um, you know, you've done a ton of online education and speaking around, uh, just the killer stuff that you're doing on Google, uh, specifically, but today, you know, I really want to dive into what you're up to on the brand side.

Speaker 4: (04:06)

You know, you're a really more focused, you know, on your, your e-comm businesses over the last year. And I really want to dive into, so maybe give everybody a little overview of your background and what you're up to these days. Um, so first of all, I want to start by saying that I think it's mainly just like when you did the overview, I got, I got the small look, um, from me as a brand and me as like, you know, just the scope of my career along, along the time. Um, and I just, I was thinking that it's more about the challenge for me in terms of like I wasn't going on stages. And then I went and be in the affiliate world a couple of times and biggie co who were in a bunch of puddles stuff. And I was even afraid, afraid of actually, you know, appearing, um, on YouTube and filming myself and stuff like that.

Speaker 4: (05:01)

So I didn't see any shell knowledge. And I think that's my main focus nowadays would I would say it's just sharing with them things, knowledge, you know, I was speaking to a potential client or even about now that I might just partner up with. And the other day, like, I think two days ago he finished the conversation. I think he was just like remanded, like some friends or like [inaud...

• Plunge into an insane depth of top-to- bottom details on a funnel that delivers 300X returns.
• Why $5k/month flat fee local clients are a million times more profitable than  ones that could scale to millions.
• The psychological reason why running an old ad featuring an out of stock item can still drive massive in-store traffic.
• The little known FB campaign objective that’s got scary-good “big brother” shopper tracking capabilities that others pay tens of thousands for elsewhere. 
• Why cheap video-views are worthless if they don’t deliver this essential metric.

RESOURCES/CONTACT:

https://blitzmetrics.com/

https://www.linkedin.com/in/dennisyu/

CHARFEN™ CEO and Co-founder, entrepreneur, author, speaker, and coach, Alex Charfen has spent 3 decades on the front lines of entrepreneurship and business, and is helping tens of thousands of entrepreneurs with 6 to 8-figure six-, businesses grow and scale. He started his career as a Fortune 500 consultant, then became a highly leveraged Florida real estate investor who was forced to declare bankruptcy when the market tanked. Rising from the ashes, they built an information product called the Certified Distressed Property Expert (CDPE) where they worked with major US lenders and real estate brokerages and taught other Realtors what they'd learned.  He  discovered that many of these principles applied to any small business and which led him to form CHARFEN which became one of the fastest growing small businesses in the country with the mission of empowering entrepreneurs. A sought after speaker and author, he’s written for Success, Entrepreneur, and Inc. Magazine. His story has been featured on MSNBC, CNBC, FOX News, USA Today, The Wall Street Journal, The Huffington Post, and Investor’s Business Daily. 

 Social Promo:

Today we get inside the mind of entrepreneur, author, speaker, and coach, Alex Charfen whose epic Momentum podcast that helps visionary entrepreneurs find their path and has gotten 2.4 million downloads. The creator of the Billionaire Code will  talk about the #1 thing entrepreneurs need -- but rarely ask for.  Why marketing is only a measurement and what the ONLY things that  matters when it comes to success. Why all imitation ISN’T  flattery and the all too common entrepreneurial misstep that cost him hundreds of thousands of dollars.

Key Takeaways : 

• Discover what gets startup entrepreneurs out of “the shit” they get stuck in for the first 12 months -- and how to lock it in after they get it.
• How to tell whether you’re a marketer, an entrepreneur or a visionary entrepreneur. HINT:  It has ZERO to do with your balance sheet.
• What is the is the single most important thing you can build with clients -- and why integrity matters more than anything
• Why your current mission statement is probably crap - and the 4 things you need to include to create one that moves your business forward.
• What makes “fulfillment” the most fulfilling part of your business model.

Prior to co-founding the company, Thomas Mumford served as a Project Manager at EY CAAT which sells a technology solution that facilitates accounting and tax calculations for cryptocurrency transactions. He earned his BS  in Industrial Engineering and Business Administration from Clemson University.

Co Founder, Chris Dryer previously served as the Business Operations Manager of Corkcicle and a Solutions Engagement Supervisor at UPS.  He also earned a BS in Industrial Engineering from Clemson University. 

KEY TAKEAWAYS

• How they bootstrapped their way to tripling revenue their first year.
• Why you should hold off borrowing as long as you can -- and what basic lending principal makes this their go-to 0% credit card 
• How they can get into new markets for $0 down just by launching a new ad campaign.
• What lets them turn $1 of ad spend  into $7 to $8 the first day of the campaign.
• What they’re going to spend the $250K  in funding on that they hope to raise in order to expand from 5 to 9 markets. (It’s NOT technology).

RESOURCES: 

https://undergrads.com/

Tom@undergrads.com

Christ@undergrads.com

KEY TAKEAWAYS

• How he transitioned from drop shipping to successfully scaling an unknown ecommerce product.
• Why a site he built in 3 hours and spent a couple hundred dollars promoting hauled in thousands the first day.
• The counter-intuitive strategy for figuring out how much to pay influencers.
•  How testing  pay per click and Google quote search on Google helped diversify his blended return on ad spend,
• His 20/20 hindsight advice on leveraging credit versus debt and what he would have done differently.

RESOURCES:

 https://www.maybach-media.com

https://www.instagram.com/KNDALL/

KEY TAKEAWAYS

• Why preparing a client for the BEST case scenario  is 100X more important than preparing them for the worst.

• How to approach upsells, cross sells, down sells, bundling, and develop a strategy on the front end to make it all work.

• Why growing slower can be  better than blasting through with explosive growth.

• What absolutely HAS to happen before a client can even think about running a single ad.

• How a simple static product shot became the sexy superstar of a super-profitable 21 day campaign.

BIO
Chase Clymer is the Co-founder of Electric Eye, a Columbus Ohio based agency that increases sales for ecommerce brands and the host of Honest Ecommerce, a weekly podcast, community & educational resource providing online store owners with honest, actionable advice to increase their sales and grow their business. 

KEY TAKEAWAYS

• Discover the secret sauce behind Zach’s outstanding return customer rate and outrageously high LTV - that starts with a cheap pack of stickers.
• Why raising the price of a travel product paid off big during the COVID lockdown when people couldn’t travel.
• How an ad for counterfeit money flew under the Facebook radar.
• What often overlooked financing factor could cause you to pay TWICE as much for a PayPal loan as a Shopify loan.
• Why paying influencers isn’t worth it and what you should spend that money on instead.

Zach Horvath is the Founder and owner of Live a Great Story an Austin lifestyle media company he started in 2014 which is focused on inspiring people to be the HERO of their story through content, events and products. He also serves as Head of Strategyyy at Stickyyy Marketing as well as the owner of ZCLOCO a clothing company aimed at inspiring customers to "Live a Great Story. A graduate of the Acton Business School’s My Entrepreneurial Journey MBA program, Horvath is also the author of Take Over Your City, a guide focused on helping young adults effectively and efficiently move to a new city with tips, tactics and stories from the experiences of successful and not so successful moves.

KEY TAKEAWAYS

• Discover the un-trackable magic of “Dark Social” and why it generates sales you didn’t see coming.
• Why this kind of buying typically lets you add 50% from what’s being tracked to your revenue projections.
• The surprisingly easy way to track attribution for sales that occur beyond Facebook’s 28 day limit.
• What essential success-gauging metric you MUST know before you run a single ad - but most advertisers don’t.
• Why you can’t confuse someone into buying your product -- and the ONE thing you need to do to avoid making this mistake.

BIO
As Facebook Ads Specialist for Hootsuite and AdEspresso which is Facebook’s largest Marketing Partner,  Paul Fairbrother personally manages close to $2M in client ad spend a year and has performance-audited campaigns from over 1,000 ad accounts.  He also serves as AdEspresso’s Head of Education. Fully Facebook-Blueprint-Certified, Fairbrother also holds all 11 Digital Marketer certifications along with several Hootsuite Academy and Google Ads certifications.  Prior to joining AdEspresso in 2016, he served as a social media manager for a global café chain.

KEY TAKEAWAYS

•  How to make money by stealing customers that your competitors don’t want.
• What you can do to minimize the upfront financial hit when hiring influencers.
• How to turn what prospects hate about your competitors into something they’ll love about you.
• The amazing advertising power of emojis.
• How to win a guerrilla war against industry Goliaths.

BIO
The VP of Marketing at Current, a leading U.S. challenger neobank built to meet the needs of people who have been overlooked by the traditional banking industry, Adam Hadi specializes in user acquisition and influencer marketing. Previously, he was the Head of Marketing at Draft (PlayDraft.com) and led User Acquisition at Topps Digital after spending several years as an Economist for the Bureau of Labor Statistics.  He earned an M.A. in Applied Economics from Johns Hopkins University and a B.A. in Economics from Binghamton University.

KEY TAKEAWAYS

• The 5 stages of product sophistication and awareness -- why advertising at #5 is insanely challenging. 
• How to avoid having dynamic creative ding your ad results.
• The two hottest new tools for getting clear on your 30, 60, 90 day, six month LTV- and which one’s right for you.
• How Amazon ate Uber Eats, and Postmates’s lunch on food delivery -- and why they were able to do it.
• Why the journey to higher LTV should never end at 14 days out -- and what to do to extend it.

BIO:
Ashton Shanks is CEO and Co-Founder Hemon Media Group, a boutique direct-response agency specializing in testing and feedback looping to scale medium & large accounts spending on average, $2.6M at a 4.8X return on ad spend. Prior to starting the agency in 2018, he served as Director of Advertising at Traffic and Funnels, Media Buyer and Digital Marketing Consultant at Shanks Consulting, and Digital Marketing Manager at N2Q Consulting.  He studied Leadership at Evangel University and Theology at Northwest University.

KEY TAKEAWAYS:

• The secret to spotting a winning ad on as little as $200 a day.
• The savvy advertisers’ reason you should never blow off Facebook reps.
• Why warm audiences are great for inflating engagement but worthless for this key metric.
• How to game credit cards for (employee) fun, profit, and disaster-proofing ad spend.
• Why patience pays off big time when you make these incremental shifts before you scale.

BIO:
David Schloss founded Convert ROI in 2013, just two years after he graduated from the University of Florida with a BS in Tourism and Hospitality Marketing and Management.  The agency, which manages over $2.5M  per month in paid advertising via social advertising channels, has a dedicated focus on building relationships with clients interested in an integrated advertising approach. Convert ROI enables businesses to succeed by taking complicated social ad plans and seamlessly turning them into easy-to-follow revenue producing campaigns.

Take aways:        
Why a super-slick brand advertising video completely crapped the CAC bed.
How a no-brainer concept capitalized on the COVID quarantine in an ad that will probably outlast the virus.
A hit? Or a miss? How long should you run a massively funded ad before you pull the plug?
Why one video style NEVER works across all platforms -- and which kind you should run where.
Why there’s no such thing as a “one stop shop” when it comes to getting the greatest variety of ad concepts to test.

BIO:

As a co-founder of Advisory Marketing, Blake Driver has worked with notable brands like Truff Hot Sauce, Black Wolf Skincare, Stryve, Buscemi, and many other direct-to-consumer brands between $0 - 25M.  A 2013 graduate of Cal State University, Fullerton with a B.A. in Business Administration with an emphasis in Marketing, then went on to earn his MBA from Concordia University in Irvine. When Blake isn’t scaling ad campaigns, you will most likely find him cooking on his Treager, surfing at the beach, or cruising down PCH with a group of friends.

BIO:
Chief Marketing Officer at Curves N Combat Boots, Jon    Flight has also served as VP of Sales and Head of Business Development for Mobius Media, CEO and Owner of CrossFit South Shore in Massachusetts.  A personal trainer as well as marketer he earned a BS degree in Kinesthesiology and Exercise Science from Springfield College.

Owner of Austin, TX-based Run Your Ads, Kevin Joseph has been helping ecommerce brands and high ticket businesses generate a positive return 3X on their ad spend in 90 days or less using Facebook, Instagram, and other paid traffic strategies since 2016.  He is a graduate of The University of Texas with a BS in Business as well as Texas A&M University where he earned a BS in Kinesthesiology and Exercise Science.

•  Why “serious” isn’t always the best way to sell expensive upscale products.

• The 100% worthless, real-estate-wasting phrase you should NEVER use in an ad for a local retailer.

• What Facebook feature to use to sift website info to get the kind of granular data to build out a lot more accurate look-alike audiences

• Why online engagement with an ad rarely translates into an in-store purchase (and what actually does).

•  How drilling WAY down on purchasing data unearthed a totally unexpected  target audience profile.

BIO:

Stephen Nations is the director of public relations for Drive Social Media, a St. Louis and Nashville-area-based digital marketing agency. He is obsessed with creating compelling content and finding new ways to connect brands with their target audience. 

TRANSCRIPT:

Host:  Dylan Carpenter

How are y'all? So hey, welcome to another episode of Rich Ad, Poor Ad. Today we have Stephen Nations, he is the Director of Strategy at Drive Social Media. Also does a ton of freelancing on the side. Roughly manages, shoot, 200K'ish a month, and actually has a case study from Facebook on the augmented reality side. So Stephen, man, thanks for coming on, we're pumped to have you, but I'd love to have you introduce yourself, let the people know who you are, and what you're getting into over there.

Guest: Stephen Nations

Yeah, for sure. Thanks for having me, Dylan. So, like Dylan said, I'm the Director of Strategy at Drive Social Media, which is a data-driven social first digital marketing agency in St. Louis, and we have offices in Nashville, Tennessee, and Miami, Florida as well. We run the gamut of what businesses we work with, all the way from tiny mom and pops that have a couple hundred thousand dollars in revenue, all the way up to professional NHL teams, Orangetheory Fitness, stuff like that. We dabble in a little bit of everything. We do some AR/VR, we do website builds, email marketing, PPC, but our bread and butter's Facebook. I'd say 80% of our ad spend is on Facebook. And really, what I spend a lot of my time doing is, working with these small business owners who are trying to come out of the dark ages actually. A lot of these businesses maybe have been on TV, radio, billboard print, maybe a little email here or there, but haven't really done any data driven, digital marketing, social media marketing.

So we spend a lot of time getting systems set up, capture data, and putting together integrated strategies that have a multi-prong approach where we're trying to pull new people into the funnel, as well as push people down through. And then the really cool thing that I like that we do is, we're able to connect the dots between what happens on Facebook and what happens in the real world. So if you're interacting with ads online, and you walk into a brick and mortar store and make a purchase, whether that's a dentist, a retailer, a gym, a restaurant, what have you, you see an ad on Facebook and then go and purchase from that business offline afterwards, we can connect the dots and tell you exactly how much the people are spending from your ads.

Host: Dylan Carpenter

Oh yeah. And I mean, shoot, I'm a media buyer myself, so I totally understand the importance of being able to track money coming in and money coming out. So I mean, the fact we're going to have a local business on here, it excites me. And especially when it comes down to how well they've done. So I mean, as mentioned, we're going to be having The Diamond Family on the showcase today, roughly spending $2-3K a month. I want to say, you mentioned they started off maybe spending 300 bucks a month.

Guest:  Stephen Nations

Yep.

Host: Dylan Carpenter

You scaled them up. But I mean, based off that, you've generated well over $120,000 in sales on that jewelry side, on a local level from these offline conversions. So I mean, I think this is going to really add some value, it's for a lot of people, and saying, hey, if you can track this, there are so many clients out there to really knock out of the park. And hey, you are the Offline Conversion King. So, I mean-

Guest: Stephen Nations

There you go. I'll take it. So yeah, not self bestowed at least. Yeah. You know, that's the cool thing. A lot of these small business owners, they might've dabbled in Facebook, tried to run some of their own ads, maybe optimizing it for things like likes, and comments, and shares, like a lot of people think they need to. And obviously we know that stuff doesn't drive results. So they go in, they don't have a great strategy, they don't really know how to do targeting or optimizations, and within a month or two they've wasted a couple hundred bucks and they say, "Facebook didn't work." When really, it's just a matter of having the right strategy. You don't need thousands of dollars a month to do well on Facebook. If you start with a minimum budget, you can scale it to where you need to over time without really being too risky.

Host: Dylan Carpenter

Oh, spot on. And I mean, the other part about it is, creative is King in these scenarios. So I think I would love to dive in and say, how y'all came up with this creative? Just because, going from the Poor Ad to the Rich Ad was quite a 180. So I mean-

Guest:  Stephen Nations

Yeah, absolutely.

Host: Dylan Carpenter

It's super cool. We got three videos on the Rich Ad side, we'll post in the show notes. Y'all check them out. They are hilarious. But then on the other side, on the Poor Ad side, it's very kind of more broad, competitors are similar in those areas. But before we dive in too much, what are you feeling over there, Stephen, the Poor Ad first or the Rich Ad?

Guest: Stephen Nations

Let's dive into the Poor Ad first, I'd rather beat myself up at the beginning.

Host: Dylan Carpenter

Heck yeah.

So, on the results side, how did these do?

Guest:  Stephen Nations

Terrible. Give you a little background on the business, The Diamond Family, they've been in business since 1978. They're in St. Louis, Missouri, they're very well-known, and they've traditionally had the typical jeweler feel. They're very high-end, they're not Zales or anything like that. They ge...

• The reason graphics work as well -- and sometimes BETTER than video - that only Facebook insiders know.

• Why “niching down” isn’t always the smartest agency business model -- and the drop-dead simple mindset that makes it easy to get clients in every category imaginable.

• The keep-it-simple-stupid reason a “Top Gun” concept got shot down in the marketplace -- hand how it might have been saved.

• Which comes first,  the copy or the video? -- an eye-opening  peek behind the creative development curtain.

• The old school marketing vehicle that -- ouch -- delivers long term results at a fraction of the cost of creating and running Facebook ads

BIO:
Before starting Monster Agency in 2019, Andrew Molz served as VP Digital Marketing, Sales and Communications  a variety of Dallas-Ft. Worth area companies, including The Reputation Shop,tOnyx Heart, DynaMAXX International, Infrassure and others.  An avid researcher self-admitted data freak, he is fanatical about tracking KPIs to create needle-moving A/B tests that result in high-converting, cost effective sales funnels.

TRANSCRIPT:

Host: Zach Johnson

All right, here we go. Dylan, you ready to rock and roll?

Host: Dylan Carpenter

Let's do it.

Host: Zach Johnson

Today's guest is Andrew Molz, a founder of Monster Agency, who has, clearly and undeniably, the best agency ads on all of Facebook these days. I literally was watching some of them before this, Dylan, and I laughed out loud. Luckily, Andrew wasn't on the call, but I literally rolled off my chair. It was that funny. But if you guys are in online marketing, and you do Facebook ads, you probably have seen Andrew's ads. How would you describe Andrew's video ads, Dylan, that you've seen in the Facebook newsfeed the last couple of weeks?

Host: Dylan Carpenter

Really relatable and hilarious. Everything's going to bring up that nostalgia feeling, whether it's old-school games, Billy Mays, the Texas Hammer. We're in Texas, so that's a big no-brainer for us, but everything is really similar to where it rings a bell, but it's done in its own way, and it just cracks me up. I think it's super thumb-stopping, and it's really catchy to where I bet, shoot, the people who watched the full videos are pretty high up for people who don't dip out, so it's pretty cool there.

Host: Zach Johnson

Yeah, yeah. Well, cool. Without further ado, let's get Andrew on here, and let's talk about which one of these is actually the winning ad that's making him rich and which ad is making him poor. So Andrew, thanks so much for being on the show.

Guest: Andrew Molz

Hey, what's up? Appreciate you all having me, happy to be here and chat with you guys.

Host: Zach Johnson

Yeah, man. So I've seen three of your ads, and I'm going to totally botch trying to describe them, but one is this Adler impression, which is basically like a personal injury attorney style ad, just watched that one. The second ad I've seen is, I don't know, is it like a Nightline style deal, or it's like-

Guest: Andrew Molz

To Catch an Advertiser.

Host: Zach Johnson

Yes. It's so good.

Guest: Andrew Molz

That's what we titled it.

Host: Zach Johnson

Yeah. And then you've got the other one, which is you basically acting as a political candidate, so I would love to dive into those three. My bet is that, and we'll link up these three ads, what I'm talking about, in the show notes, but my bet is those are Rich Ads. 

Like those ads are performing really well for you. And I want to dive into those, but I want to know, man, it seems like you guys are on a total winning streak. I want to know some ads that haven't quite worked out as well as those. But they're absolutely hilarious, so why don't you describe those three ads, Andrew.    I did a really high-level overview, but, break down the concept for us.

Guest: Andrew Molz

Yeah. We'll think of some stuff that makes us laugh. And like myself, I'm 37, and might not be in the demographic of everybody who's watching, but our targeting meshes up well because we target 30 to 54-year-olds. And I think it's a good mix of having some of that nostalgia, and then having stuff a tad bit more current like the To Catch an Advertiser. 

And for the concept of it, it just comes down to what we find as funny. I like to think that we're funny people, and we like to laugh, and crack jokes, and just have fun with what we're doing. And I think it does resonate pretty well with our ads that we're putting out there, especially when we're talking about more so the comedy stuff.

Host: Zach Johnson

Yep. Yeah, so To Catch an Advertiser, that's basically like the To Catch a Predator. It was like that crime watch where he always came out of the kitchen. He was always in the kitchen. I don't know why.

Guest: Andrew Molz

Yeah.

Host: Zach Johnson

You just fully leaned into that, right? And the way you guys, in the video, I don't even know how long the video ad is, but you even lean into pulling up the online chat conversation.

Guest: Andrew Molz

That was pretty clutch. We wanted to have that one and do it in a way that is tasteful, but you still get the idea of what it's spoofing.

Host: Zach Johnson

Yes, yes. Yes, yes, yes.   So, how are these three ads doing? I would love for you to tell everybody, obviously, a little bit about Monster Agency and everything you guys do, but I'd also like to just get right to the good stuff here in terms of how are those three ads doing for you?  What are the results?

Guest: Andrew Molz

It's those in combination with others, there's two other ones. We've got a Dr. Phil one as well, and then we also have a Bob Ross style one where I'm there painting with an easel and almost…

Host: Zach Johnson

Yeah. You describe it so well, but you're throwing out these glorious ads, and you're just calling it the Dr. Phil ad, but these are amazing. So break down the Dr. Phil ad for us.

Guest: Andrew Molz<...

• How to avoid “de-platforming moves” that can shut you down, tank  your company, and destroy your ability to advertise on Facebook -- forever.
• The ONE question you should NEVER ask in a headline. 
•  The  go-to offer that used to be a webinar selling staple -- but now is 100% Facebook radioactive.  
• The insanely cheap, 30¢ to 40¢ a lead way to capture emails and ROI the hell out of your offering.  
• Why RIGHT NOW  is the time to focus on building  your list rather than selling your product.

BIO:

While Rohan Sheth was still  in high school he  pulled in over $100,000 from his friends selling pocket bikes. He then transitioned into marketing, selling the 'unsellable'. Today he’s the CEO of GrowRev which manages more than $5M Per year in digital advertising that  consistently delivers highly mastered results to high-end celebrities and organizations around the world.

 With over 10 years experience managing digital advertising for some of the world’s largest brands, Matt Farmer has extensive experience on all major advertising platforms including: AdWords, Snapchat, YouTube, Facebook, Twitter, LinkedIn, OutBrain and Taboola, as well as almost all other large web and mobile networks.

TRANSCRIPT: 

Host: Zach Johnson

All right.  Welcome to another episode of the Rich Ad, Poor Ad podcast. How you doing Dylan? 

Host: Dylan Carpenter

Hey, doing good ready to crank this one out. It's gonna be a juicy one man.  

Host: Zach Johnson

Today we got on the show the partners and founders of GrowRev agency.  These guys manage $40 million a year in ad budget across all channels. You name it. These guys are at the top of the game and I'm so excited to have him on the show. 

Host: Zach Johnson

It's actually pretty hilarious. Dylan, wouldn't you say like the actual Rich Ad, Poor Ad combo that they sent over?

Host: Dylan Carpenter

Yeah, yeah, that's badass, the definition of something that will get you shut down. So I'm pretty excited to dive in.  

Host: Zach Johnson

It’ll  send you to the poor house super, super quick, that's for sure. But these guys may manage ads for some pretty big influencers online spending  upwards of $25K a day and with some household names I'll let them name drop.  But without further ado, let's welcome Rohan and Matt Farmer to the show.

Guest: Rohan Sheth

Thanks for having us Zach and Dylan.

Guest:  Matt Farmer

We're excited for this one. Yes, yeah.

Host: Zach Johnson

Thanks. Thanks for popping on.  I'm so excited. I would love to start with Rohan telling everybody a little bit about how awesome GrowRev is as an agency.  And then would love to dive in a little bit about your guys'  background  pre agency.

Guest: Rohan Sheth

Yeah, absolutely. Matt and I have run GrowRev for coming up on six years together now. Matt’s been in the industry, coming up on 11 years.  I've been in the industry nine years. 

And the way,  Matt and I kind of came together was I was heavy, direct response kind of in the affiliate-esque world and selling random shit online through paid advertising. I love media buying. 

But I went into the agency world. Me and Matt have known each other since before the 2007 -- 2008 economic collapse.  And he saw me transition into the media buying world and he's like, “What the hell are you doing here?” And kind of one thing led to another being good friends prior to this --  he told me what he was running. And I'm not going to ruin that for this podcast, I'm going to let Matt talk about his background and the stuff that he's done. 

I was just like, “Alright man, I've built this agency to a certain level, I'm going to just hand you 50% of this bloody company. And we're going to take this and scale this thing to the roof” because he knew he would perform, and he knew I could sell. 

So that's kind of how our initial partnership came into play. Fast forward to today. We've got a team based out of Vancouver, Canada. We've got a couple guys that work with us in the United States.  Then we're very actively building a team out in Australia since 40% of our clients are in Australia.  We managed three of the top- spending info accounts in Australia right now. So that's the overall GrowRev and then Matt, I’ll tee this one off to us so that you can kind of come in and introduce  the media buying side.

Guest:  Matt Farmer

Yeah, no problem at all. So I've been doing this for about 11 - 12 years right now. Before I partnered up with Rohan, I worked with a company called Digital Brand Services. We had some absolutely massive clients.  We worked with people like the Olympics, Sky Sports, ATP Tennis, ICC Cricket --pretty much everybody in the sporting world we worked with and spent a pretty significant amount of money. 

I basically  partnered up with Rohan because I was really tired of “share of voice” advertising. You know, I'm direct-response at heart.  And I love seeing a good old ROI and optimizing around that, versus like hit 100% of boxing fans in the US. That just gave me a lot more purpose. 

So I partnered up with Rohan, that’s really kind of how it went down. We specialize in phone events, but we also do a lot of stuff around e commerce etc. Because I've been in the industry so long and have rode the wave. So, started with Google ads, went to Facebook back when I thought Facebook would never be a good platform and that proved me wrong. And now because of Facebook, we jump into stuff as early as we can. So the latest network we've been jumping on is TikTok. And it's been pretty amazing so far.

Host: Zach Johnson

That's awesome, man. That's super cool. Now you guys have some pretty monster trophy clients, I would love to have you guys name drop some of the people you guys have been able to help out in the last year or so.

Guest:  Matt Farmer

In the last year or so a couple of clients, we've run traffic for Mastermind.com. So that's obviously Dean Graziosi and Tony Robbins combination there. And then j...

•  Why testimonials suck compared to the social proof power of these platforms. 
• How one Facebook ad ended up driving 60% of a client’s revenue.  
• How to solve catastrophic mobile app email mistakes from the top down. 
• The absolute best incentive to get customers to leave favorable reviews -- it’s not what you think it is.
• What you can do to get out of your agency echo-chamber and into the mind and buying motivations of your best customers.

BIO

Since launching Boundless Labs in 2018, Diamond has helped his agency’s clients send hundreds of millions of emails resulting in over $40 million in email attributable revenue for high-profile clients like The Chive, IBEX, Original Grain, TUSHY and Vinyl Me Please.

TRANSCRIPT

Host:  Dylan Carpenter   

Cool, cool. How's it going everybody? Welcome to another episode of Rich Ad, Poor Ad. Today we have one of my buddies Chase Diamond online. He is one of the partners at Boundless Labs. He is the Chief email marketing (guy) --  done roughly $35 million plus in revenue for his clients, all via email marketing. So while we dive into the ad side, we're going to be mixing in some emails with this as well. They have some good email practices, bad email practices, and kind of all the shenanigans get involved there. But hey, Chase, thanks for hopping on today. I would love to have you dive into a little bit about what you're doing.  A little background there so people have some kind of insights there.

Guest: Chase Diamond 

Yeah, appreciate you guys having me. Thank you. 

Host:  Zach Johnson  Definitely. 

Guest: Chase Diamond   Awesome. So yeah, currently  run Boundless Labs, we're a team of about 12 people and we're specifically focused on email marketing for e-commerce. So full service email marketing agency, we work with about 35 to 40 clients right now. Most are selling seven and eight figure brands, an email typically accounts for about 20% to 30% of these brands’ revenue. So it's pretty significant. So at a high level, that's kind of what I do. And that's what I'm up to today.

Host:  Dylan Carpenter 

Oh, man, that's awesome. When it comes to a lot of the brands you take on, what percent of revenue are they sitting at originally versus kind of once you get your little wheels  spinning over there to end up at?

Guest: Chase Diamond   

Yeah, so let's say we kind of run the gamut. Some brands literally are doing almost next to nothing, right? So their email attributable revenues are sitting anywhere from like zero to maybe like 3%, right? So it's very minimal. And then some other brands that come to us or maybe doing 10% to 15%. They kind of feel like they've done everything that they've can, and they don't know what they don't know, right? So they're looking to bring in a second pair of eyes and ears and to bring in some experts to help them. 

So typically anywhere from just starting out to maybe 10% to 15% on the high end, and definitely over the course of maybe three to six months of working together, we're pretty consistently able to get these brands to be doing 20%, 25%, 30% of their revenue. 

And again, that's not for every brand, right? We've got some brands that are doing well higher, some brands are doing 40%, 50%, 60% of the revenue from email. And some brands are also doing 10% or 15%. Right? Maybe they started at zero. So it really just depends, but on average, it's about 20%  to 30% of the revenue coming from email after a couple months.

Host:  Dylan Carpenter 

That makes total sense. And what's the size of these kinds of businesses you are working with? Or have they been around the block a little bit?  What's the lifeline or timeline of the businesses you're working with there?

Guest: Chase Diamond  

Yeah, so in e-commerce, I think we've probably touched almost every single vertical. Everything from like CBD to skincare to haircare apparel, to fashion to jewelry, accessories, you name it. Most of our brands do in the ballpark of about one to $20 million in annual revenue. And they typically have been around anywhere from maybe nine months on the short end, all the way up to five, seven, maybe even 10 years for some businesses. So again, like it's that's really what I love about the industry that we all work in is that some of these brands become this overnight success and other brands that could have been more established and are growing steadily. So it's really fun to have this really well rounded kind of mixture.

Host:  Dylan Carpenter  

Oh, man, I love that. So I mean, from your point of view, what's been one of the funnest clients to work with? One you've had a lot of free reign on their messaging or you've been able to have fun with their copy. What's one of those dream clients you've been able to obtain over there?

Guest: Chase Diamond 

So for me, if you guys are familiar with The Chive, by any chance, they're like the men's millennial site.  They're really popular.  Not that they're not popular today, but they're really popular when we were like, maybe in middle school or high school. You guys know The Chive?  Like The Chive for me and all my buddies growing up, obviously, you know, as young dudes, it was like this coolest site ever, right?

Like, oh, man, that'd be such a fun company to work for one day. And somehow, in 2018, I got connected with their chief strategy officer. We had hit it off and I've been consulting with them ever since. 

So I work with them specifically on their e-commerce brand The Chivery. They're an eight figure e-commerce brand really leveraging the cult-like following of The Chive and they create tons of cool graphic tees and apparel and coins and they have really great partnerships with like Bill Murray and other people. So for me just growing up kind of like looking at this brand as like, “Oh, this is so cool”. And now being at a place where they look to me to  advise and consult them on email related practices --  has been really rewarding and fulfilling.

Host:  Zach Johnson

Oh The Chivery and  Bill Murray -- like you can't like can't go wrong with that. I wonder if there were any like failures when they were rolling that out? Because like I feel like that's been such a win.

Guest: Chase Diamond   

• The anatomy of a “ripple effect ad campaign” that has generated a virtually un-churnable customer base.

• The priceless financial lesson Josh  learned from a company that sold bologna to Walmart at a breakeven price -- and ended up being bought for $1.3 billion.

• Why the oldest, tried and true offer in the world  nearly assassinated his business -- and what he did to dig himself out of the mess.

 • How to cash in on the customer converting power of celebrity endorsements -- using $0 of your own money.

BIO:

At just 20 years old,  Joshua “Snow” Elizetxe graduated Summa Cum Laude from the W.P. Carey School of Business and Barrett, The Honors College at Arizona State University with a degree in Information Technology while running a successful company -- Pocket Your Dollars -- from his dorm room.  After graduating he started Foresold, a private holding company for high-performing online companies. The company bootstrapped (absolutely zero outside capital) its portfolio into becoming a leader in several hyper-competitive industries. 9-figures in sales.  In 2017, he founded Snow Teeth Whitening,  a direct to consumer leader in oral care and oral cosmetics that has over 1 million fans, and customers in 175+ countries around the world.

TRANSCRIPT

Host: Zach Johnson

All right, all right, all right here we go! Dylan, you ready to kick up another episode of the Rich Ad, Poor Ad podcast?

Host: Dylan Carpenter

Yeah man you know I'm honestly a little cold but I feel like it may be Snow!

Host: Zach Johnson

Yes, we have an amazing guest, an amazing entrepreneur on today I'm so pumped to introduce. You guys have probably all heard the brand.  You've seen it everywhere online. It's the number one oral care online brand. TrySnowcom. These guys are killing it.  if I could overuse that term, 10s of millions in revenue, nine figure valuation, 2.6 million visitors in traffic in April alone. And a phenomenal entrepreneur. So I'm so excited. Welcome to the show, Josh Snow. How’re you doing?

Guest: Josh Snow

Hey, what's going on guys?

Host: Zach Johnson

Yeah, man. We're so excited to have you. You are like the epitome of a “Rich Advertiser” that has taken paid ads to the next level man. So we're excited to dive into not only the winning ads, which you obviously get to talk about all the time, but like what sent you to the poorhouse.  I want to  hear about the losers today. So tell everybody a little bit about you. For those that may not have heard about Snow, give us a little overview of the brand and your entrepreneurial story as well.

Guest: Josh Snow

Yeah, absolutely. So we're on Instagram as Snow.  Snow is essentially an oral care company. But we like to think that we've reimagined the oral care space and really met at the intersection of oral care and beauty. So we consider ourselves as much a personal care brand as we do as a beauty care brand. 

And so you can see from the products we create -- we create every single product ourselves.  It's something that we hold very close to us when we're thinking through which products we're going to provide to our customers. There's a reason why we still only have a handful of products years into it. It's because we are focused on developing hero products that we can sell for the next 50 years and feel comfortable about. We also make iterations upon our products, but at the end of the day we are an oral care, beauty care brand,  

We're primarily direct-to-consumer. We've got about a million social media followers --  we're really close with our customers. And they now pretty much dictate what we do in terms of which products they want to see us come out with next.  We've been kind of coined is, like the “Apple” of oral care in the sense that not just from our packaging and the quality product we produce, but the anticipation and the excitement from our customers of what is Snow going to reimagine next. What are they going to do next?  And so that's exciting. 

There's also a lot of pressure on us.  That's a good way of making sure that the products we do come out with are something that not only that we would use on a daily basis, but something that we could recommend at the highest level. 

My background has been for more than half of my life now, in terms of years in the online marketing space.  So I stumbled into entrepreneurship when I was 13 years old, literally. And I've got websites sitting on my old computer that date back to when I was 14 years old. And so I'm 27 now, so I started 14 years ago, building websites, designing websites.  I've self taught 100% through books and YouTube and Google.  I kind of learned all that myself and was fortunate to discover search engine optimization, which led me down a path of online advertising and then into paid advertising, once I had a little bit of money to do it. 

And so by the time I was 16 or 17 years old, I was managing a lot of money for clients --  just paid ad  management.  Nobody knew how old I was.  

Host: Zach Johnson

What kind of ad budget did you get to manage on a yearly basis when you had your agency?

Guest: Josh Snow

So when I was just 16, 17 years old, I was in charge of millions of dollars of management at that point.

Host: Zach Johnson

That's awesome. Good way to bring it in.  So one of the things we're all about at FunnelDash is helping advertisers deal with more cash and more liquidity. One of the things that I'm particularly impressed about from the outside looking in is how much Snow has been able to not only handle the day to day, just insane level of growth, but we all know that growth is expensive. It requires a ton of cash right? And so margins are typically super small in D2C and ecom.

I want to talk to you about how you've done it. Inventory.  How you manage cash flow, and at the same time invest so much into R&D. I mean one of those is typically the one to give right?    And most ecommerce brands don't have that much cash to invest into R&D. 

So you’ve clearly done a great job, because you're self funded, right? Like, that's the beauty of this whole story is that you've gotten this level of scale, which means you have to be incredibly disciplined with your cash management and the investments that you make. 

So how have you done it, man?  Open up the kimono Josh and and shed some ...