5 Business Ideas To Start Today With $0 ft. Shark Tank’s Sabri Suby

0:00:03 So what I would do if I was in this niche is I would say,
0:00:06 “Hey, just tell me the date that we can hold the funeral
0:00:08 for all the money that’s being murdered from you doing this.”
0:00:12 So instead, what I’m going to do for you is.
0:00:14 ♪ I feel like I can rule the world ♪
0:00:17 ♪ I know I could be what I want to ♪
0:00:19 ♪ I put my all in it like the days off ♪
0:00:20 ♪ On the road let’s travel ♪
0:00:22 – Today I’m talking to Sabri Subi.
0:00:24 He is kind of like the Australian Gary Vee.
0:00:25 He’s got a marketing agency.
0:00:27 He’s on Shark Tank Australia.
0:00:28 He’s a fun guy.
0:00:29 I wanted a brainstorm with him.
0:00:31 Businesses that he would start today.
0:00:35 So next 18 months, where is the opportunity that he sees?
0:00:37 If you’re starting from scratch, you got no resources,
0:00:39 maybe no experience or capital to start with,
0:00:41 how would he still make it?
0:00:43 ‘Cause this is a guy who took his laptop
0:00:44 and basically built one of Australia’s biggest
0:00:47 growth agencies and I wanted to hear what he would do today.
0:00:49 So we brainstormed ideas and then at the end,
0:00:51 we talked about some of his sales philosophies
0:00:53 ’cause he’s a very good sales guy
0:00:55 and also some of his life philosophies.
0:00:58 How he lives his life a little bit differently than most.
0:01:01 So enjoy this episode with Sabri Subi.
0:01:03 What are some ideas or business ideas
0:01:04 that you are excited about right now?
0:01:07 So trends that you’re seeing, opportunities that you see,
0:01:09 if you weren’t doing what you’re doing right now,
0:01:11 what things would you be interested in?
0:01:13 What businesses would you go create?
0:01:17 – So I’ve got a few and I’ll start from like,
0:01:18 I’ll lead up to the best one
0:01:21 when I think the best opportunities are, right?
0:01:23 So I would say that the first thing
0:01:26 that would be a very, very compelling offer
0:01:29 is when you’re running a business
0:01:31 and you start with one traffic channel, right?
0:01:33 And you kind of start with one traffic channel,
0:01:35 you make an offer, you get something working.
0:01:38 It might be Google ads, it might be Twitter ads,
0:01:41 it might be, TikTok, it doesn’t matter what it is.
0:01:44 You run with one channel, you see some success
0:01:46 and then you’ve got sales coming in,
0:01:49 customers are coming in and like a lot of businesses,
0:01:51 there’s always so much more opportunities
0:01:54 that are flying by you and it seems like the bigger
0:01:56 that you get and the more success that you have,
0:01:59 the more illustrious that these opportunities are.
0:02:03 And the challenge is that focus is the main thing
0:02:05 when what I have found when running businesses
0:02:08 because I had shiny object syndrome really, really badly
0:02:10 in the beginning of my career
0:02:12 and that’s where I had these ups and downs
0:02:14 and I made money and then I lost all my money
0:02:15 and then I had to do everything again.
0:02:17 And it was all because I lacked focus
0:02:20 and I was just looking for the next new sexy sales channel,
0:02:22 the next new business model.
0:02:25 And so that’s something that I see for a lot of businesses
0:02:27 and they know that they need to focus on one thing.
0:02:30 So they focus on one traffic channel
0:02:31 but as a result of that,
0:02:34 they also then say no to a lot of opportunities.
0:02:38 So I think that a very good opportunity right now
0:02:41 is to reach out to businesses
0:02:44 that are running ads on a platform,
0:02:45 whether it be Google and say,
0:02:47 “Hey, you got your funnel here, it’s all dialed in,
0:02:48 it’s obviously working,
0:02:51 but I noticed that you’re not running any Facebook ads.”
0:02:51 Right?
0:02:54 And that’s always because they need a team,
0:02:56 they need expertise, they need to do something
0:02:58 or they tried it and it didn’t work
0:03:00 ’cause they tried to use the same funnel
0:03:02 they were using on Google ads, on Facebook,
0:03:04 from hot traffic to cold traffic and it didn’t work.
0:03:07 And you just say, “Look, I’m gonna do everything for you,
0:03:10 don’t pay me a cent, I’m gonna build the funnel,
0:03:13 I’m gonna run the ads, I’m gonna show you that this works
0:03:16 and I just want a percentage of the sales.”
0:03:16 Right?
0:03:17 From this traffic channel.
0:03:20 There’s no risk and it’s only gonna result
0:03:22 in something that’s actually proven.
0:03:25 And I think there’s so many platforms that you can do that with,
0:03:27 there’s a lot of people that are like really all-in
0:03:29 on Facebook ads right now, right?
0:03:30 And Meta ads.
0:03:32 And they’re kind of waiting to see
0:03:34 what happens with TikTok and the ban
0:03:35 and they’re not really running that yet,
0:03:38 where you can come to those people and be like,
0:03:40 “Awesome, what we’re gonna do is,
0:03:43 we are going to run TikTok as a platform for you, right?
0:03:44 We’re gonna build the funnel
0:03:46 ’cause what a lot of people don’t understand
0:03:48 is there’s different compliance for TikTok and Facebook.
0:03:50 So we’re gonna build all of that for you,
0:03:51 we’re gonna run the ads, we’re gonna do everything,
0:03:53 you’re not doing it right now.
0:03:56 And we just want 10% overwrite and we’ll do everything.
0:03:57 – Nice.
0:03:59 And so what do you think, what do you call that,
0:04:04 that pitch where it’s not, like it’s like a reverse sell,
0:04:06 basically, or you’re, it’s a killer offer
0:04:07 where you’re offering them something
0:04:10 that they’d be a fool to say no to, right?
0:04:11 It’s a no-brainer.
0:04:12 Do you have a phrase for that?
0:04:13 ‘Cause I know you’re good with coining-
0:04:15 – Yeah, I call it the Godfather offer, right?
0:04:17 So it’s like making like, you know,
0:04:20 your prospects an offer that they simply can’t refuse.
0:04:24 And when I think back now to like all of the roles
0:04:26 that I had, that, you know,
0:04:27 the companies were crushing it,
0:04:29 they were growing very, very quickly,
0:04:32 they were all had a very, very strong offer.
0:04:35 Like that was the one thing that was the throughput
0:04:36 to all of that.
0:04:39 – Marketing used to be fun.
0:04:41 Content was simpler to create,
0:04:42 the leads were easier to capture.
0:04:45 And now with HubSpot’s new marketing and content hub,
0:04:47 you can generate more content, more leads
0:04:48 and next level results.
0:04:49 So marketing can be fun again.
0:04:51 With content tools like content remix,
0:04:53 which will turn your existing content
0:04:54 into all new assets.
0:04:55 Lead scoring, which shines a light
0:04:58 on which leads are most likely to purchase.
0:04:59 And the analytics suite,
0:05:00 which will give you out-of-the-box reports
0:05:02 and a goldmine of AI-powered insights.
0:05:03 It’s quick to get your results.
0:05:05 It’s easy to use and it connects all your data.
0:05:08 So put the fun back in your marketing funnel with HubSpot.
0:05:11 Visit hubspot.com to get started for free.
0:05:15 – We had the same thing happen in e-commerce.
0:05:18 A lot of stores are on Shopify that are not on Amazon.
0:05:21 And what you can do is you can go to every Shopify store
0:05:23 that’s not on Amazon and a very simple pitch,
0:05:26 a very kind of rinse and repeat pitch.
0:05:29 You basically would search for a Shopify store
0:05:31 above X in traffic,
0:05:32 which you can go use similar web
0:05:34 or whatever to the Chrome extension,
0:05:35 we’ll just tell you that.
0:05:38 And you say, great, you reach out to them cold.
0:05:41 We can always get the business owners email and you say,
0:05:43 hey, notice you’re not on Amazon right now,
0:05:46 probably because it’s a big lift.
0:05:47 It’s kind of operationally intensive.
0:05:50 You don’t know where to do, blah, blah, blah.
0:05:51 But I did a little research
0:05:54 and three of your competitors are on Amazon.
0:05:55 There’s another tool that will tell you
0:05:56 how much somebody’s selling.
0:05:59 So you say, your competitors are doing $1 million a month
0:06:00 on Amazon right now.
0:06:02 And actually there’s low competitiveness
0:06:03 for this key word.
0:06:06 I think you’re leaving X dollars on the table.
0:06:08 It’ll take some time to ramp up,
0:06:10 but I can do that for you.
0:06:12 Leave the items in your warehouse.
0:06:13 You don’t even need to ship it to Amazon yet.
0:06:15 We could start simple and then we can get more complicated
0:06:17 once it starts to show results.
0:06:21 And you could pick up 5K a month, 10K a month clients.
0:06:25 And 10, 5K a month clients is 50,000 a month
0:06:28 that really one person who understands Amazon FBA could do.
0:06:31 And to understand Amazon FBA is like,
0:06:35 you’re four months away from being good enough
0:06:37 to operate this for one store.
0:06:38 And then you do it for two stores.
0:06:40 By the time you do it for two stores, you’ll be able
0:06:41 to do it for 10.
0:06:42 You’ll just have to hire a couple people.
0:06:45 And so I think that that’s another example
0:06:47 of people just find a group,
0:06:50 find a class of businesses that are not on a channel
0:06:52 and make them a custom killer offer,
0:06:56 as you call it, a Godfather offer to do business with you.
0:06:57 – Exactly.
0:06:59 Yeah, I think that that is something
0:07:03 that is not a lot of people are talking about.
0:07:05 And it is a very nice shoeing.
0:07:09 You’re already being able to identify a group of people
0:07:10 that would be a perfect candidate
0:07:14 for what it is that you’ve got that have money, right?
0:07:15 But they don’t have time.
0:07:16 And they don’t have the expertise in that channel
0:07:19 and just bringing that to them and making it a very recent.
0:07:21 – The mistake here is people try to do this for podcasters.
0:07:23 They’re like, hey, you should be posting clips
0:07:25 or you should do this.
0:07:26 I’ll do it for you.
0:07:28 And then what they forget is that most podcasters
0:07:30 don’t have any money or they don’t have enough,
0:07:31 they don’t make enough money on a podcast
0:07:32 to be able to do this.
0:07:34 And so you want to go fish in a pond
0:07:37 where something like e-commerce works
0:07:39 ’cause if an e-commerce store is still in business
0:07:41 three years later, it’s making money.
0:07:43 And for them, it’s very easy to say
0:07:45 why they should do this new channel
0:07:47 because it will also generate money right away.
0:07:50 You can make a strong case for why Amazon is worth it
0:07:52 ’cause it’ll generate revenue from day one.
0:07:55 Whereas posting your podcast clips on TikTok
0:07:57 is kind of silly because you’re not necessarily
0:08:00 gonna get money or even podcast subscribers from it.
0:08:02 – Yeah, it’s harder to justify the sale, right?
0:08:04 Like if you’re giving someone an ROI,
0:08:06 it’s a much easier sale than just like,
0:08:10 here’s another expense just to get clips chopped up for you.
0:08:12 And you already don’t have no money.
0:08:12 (laughing)
0:08:14 All right, what’s idea two?
0:08:16 – So idea number two is I think this would probably be
0:08:20 the place that I would start if I didn’t have any skills.
0:08:23 And so one thing that’s present right now
0:08:26 is that CPMs on Facebook are through the roof.
0:08:29 And there’s only pretty much one certainty
0:08:30 other than death and taxes.
0:08:33 And that is that the cost to advertise next year
0:08:35 is gonna be more expensive than this year.
0:08:36 And it’s gonna keep going up
0:08:38 and it’s gonna keep going up.
0:08:40 And so what’s happening right now
0:08:42 is a lot of these SaaS businesses
0:08:45 that have these CACs that are very high,
0:08:46 they’re really feeling the pinch
0:08:48 and their payback period’s gone from six months
0:08:51 to 12 months to 18 months, right?
0:08:54 I think I read a report the other day about Salesforce
0:08:57 and their payback period is something crazy now,
0:09:00 like 24 months or something, or even longer than that.
0:09:01 – Yes, two or three years I think it was.
0:09:02 – Two or three years, right?
0:09:05 And so that is going to continue,
0:09:07 people are gonna continue to feel that pinch.
0:09:11 So I think that as long as that continues to happen,
0:09:13 there is gonna be an arbitrage with people
0:09:15 that can actually deliver people with customers
0:09:16 with a lower CAC.
0:09:19 And so a great way to do that
0:09:20 is that a lot of these businesses,
0:09:23 whether it’s HubSpot or GoHighLevel,
0:09:25 ClickFunnels, Pyros, all of these guys,
0:09:30 they offer insane affiliate commissions, right?
0:09:34 I believe HubSpot’s affiliate commission is 40%,
0:09:36 which is just astronomically high.
0:09:38 So what I would do is–
0:09:40 – I’ll put that in dollar terms roughly.
0:09:43 What do you think that means to deliver a customer?
0:09:45 So this is, the HubSpot affiliate
0:09:47 is basically the bottom tier of it,
0:09:51 it says is 30% recurring up to one year.
0:09:56 And so I don’t know what the average price point is for this,
0:09:58 but–
0:10:00 – What do you see on the pricing page?
0:10:02 – Okay, marketing hub is $800 a month,
0:10:04 marketing enterprise hub is $3,600 a month.
0:10:06 So let’s just pick the 800, right?
0:10:10 And then we’re saying that they pay you over the year,
0:10:11 you get 30% of that.
0:10:13 So that’s three grand, right?
0:10:16 Is basically what you’re gonna make for not doing a lot.
0:10:19 – Per customer.
0:10:21 Per customer, without having to operate
0:10:22 and maintain that customer,
0:10:23 you’ve offloaded the rest of that
0:10:25 to the actual company themselves.
0:10:28 – Yeah, and there’s some that are even more lucrative
0:10:29 than that, right?
0:10:30 So if you look at Hyros,
0:10:32 they say that they pay a minimum of $1,000
0:10:35 and up to $15,000 for a customer.
0:10:38 And there’s countless of these guys.
0:10:40 So what I would do if I was in this niche
0:10:42 is I would pick one niche.
0:10:44 Let’s just say it’s chiropractors.
0:10:46 And I would build out a full funnel
0:10:48 that I know converts for that niche.
0:10:51 With an offer, the opt-in, the email flows and everything,
0:10:53 I would then build a list of people
0:10:55 in that it for all chiropractors
0:10:58 in whatever the geography is that you want to service.
0:10:59 You can do this on Upwork,
0:11:00 you can do this with BuiltWidth,
0:11:01 you can do it with a whole bunch of them.
0:11:04 And then I would run a campaign where I outreach
0:11:06 to these people or I would cold call these people.
0:11:08 And I would say, hey,
0:11:10 I can see that you’re running ads right now,
0:11:13 but you’re sending them to your homepage, right?
0:11:15 Just tell me the date that we can hold the funeral
0:11:18 for all the money that’s being murdered from you doing this.
0:11:21 So instead, what I’m gonna do for you
0:11:24 is I’ve already built you a funnel and here it is, right?
0:11:25 You get the email flows,
0:11:27 you get the landing page, the offer,
0:11:29 everything like that, the text messages.
0:11:30 You don’t need to pay me nothing for it.
0:11:32 I usually charge $5,000.
0:11:35 All that I ask is that you sign up through this commission,
0:11:37 through this affiliate link in order to sign up
0:11:41 and get this funnel through HubSpot for free, right?
0:11:44 Of course I have to pay there and then I get my kickback.
0:11:47 And that is something where a lot of agencies
0:11:50 that service chiropractors or dogwashers
0:11:52 or it doesn’t matter the niche,
0:11:54 these people are actually charging for that.
0:11:56 So if you’re able to go out there
0:11:57 and actually just offer people
0:11:59 or the same thing with high roast, right?
0:12:01 It’s like their guarantee is like the guarantee
0:12:05 to give you an uplift of 15 to 20% in revenue from that.
0:12:08 Build a list on built with of all Shopify stores,
0:12:10 cross-reference the ones that are running Facebook ads
0:12:12 that have the Facebook ads pixel on there.
0:12:15 And I will guarantee to increase the revenue track
0:12:16 from your ads by 20%.
0:12:17 – Interesting, okay, so I thought you,
0:12:20 I didn’t understand the genius of your idea here.
0:12:22 So what you were saying, I thought you were just saying,
0:12:25 hey, HubSpot pays at affiliate commission,
0:12:27 become a HubSpot affiliate, run traffic
0:12:29 to get people to sign up for HubSpot.
0:12:30 But no, no, no, you had a two-step system.
0:12:32 You were saying, find a bunch of people
0:12:36 that if they were sophisticated in their funnel
0:12:38 would have enough leads where they would need
0:12:38 to use HubSpot.
0:12:40 So you’re like, let me just do,
0:12:43 create a free turnkey funnel for chiropractors,
0:12:45 then go to the chiropractor and have them
0:12:47 just give that to them and they’re like, wow, thanks,
0:12:48 really, what’s the catch?
0:12:50 And you’re like, oh, the only catch is that
0:12:51 these leads need to live somewhere,
0:12:53 they should live in HubSpot, use my affiliate link
0:12:55 when you sign up, when you go ahead
0:12:56 and make that official there.
0:13:00 And so that is how you would generate
0:13:02 a higher volume of customers for these SaaS products
0:13:05 by giving away the thing to the end user
0:13:06 who needs to use it.
0:13:07 – Correct.
0:13:08 – Okay, smart.
0:13:09 All right, cool, I like it.
0:13:10 Give me another one, give me a different one.
0:13:13 Is there one that you have that’s not as internet marketing?
0:13:17 – Well, I do, they are pretty much all kind of
0:13:18 in that internet marketing niche.
0:13:21 Another one that I think, I’ll hit you with two more.
0:13:24 So the next one that I would do is
0:13:27 there are 400 million small businesses in the world, right?
0:13:29 There’s 60 million in America,
0:13:31 there’s five million in the UK,
0:13:32 there’s two million in Australia.
0:13:36 And as everyone moves online,
0:13:39 and there’s people all over at all different time zones
0:13:40 that want to get in contact with these business,
0:13:43 a lot of these businesses have a Google My Business listing,
0:13:44 right, a Google page with their reviews
0:13:46 and all of those kind of things.
0:13:50 And the thing that very, very few of these people
0:13:51 offer is live chat.
0:13:54 So I would offer live chat as a service.
0:13:58 And it was just me and I was trying to start a side hustle,
0:13:59 you know what I mean?
0:14:00 I could do it after hours,
0:14:04 whereas where a lot of people don’t have the manpower
0:14:06 to offer support after hours,
0:14:08 or to be able to field inquiries.
0:14:10 And again, it would be free.
0:14:12 I would say, hey, I’m gonna do this for you, no charge.
0:14:15 So I don’t need to try and convince these people to do it.
0:14:18 Right, a compelling offer is infinitely more powerful
0:14:19 than a convincing argument.
0:14:21 So I do not want to get into a convincing argument
0:14:23 over the phone that they should do this
0:14:25 and they should pay me money to do this.
0:14:27 I would say, cool.
0:14:30 I know that this can increase your sales by 10%,
0:14:32 because I can look at your Google My Business listing
0:14:34 and say that you gain so much traffic after hours
0:14:35 that you guys aren’t open,
0:14:36 when no one can get in contact with you.
0:14:38 I’m gonna field those leads.
0:14:39 I’m gonna nurture those leads.
0:14:41 I’m gonna then send them to your sales team
0:14:44 or even close some of them for you through chat.
0:14:46 And I want a 20% commission as a result of that.
0:14:49 I would start it as myself until I got it going
0:14:51 and then I’d hire some people in the Philippines
0:14:54 or wherever it might be to actually service that.
0:14:56 And I think that that is something that,
0:14:57 for people that are running ads
0:14:59 or that already rank on Google,
0:15:01 is just a nice little shoehorn.
0:15:03 It just fits.
0:15:05 – Okay, I like it.
0:15:06 What would you target?
0:15:09 So when you’re, let’s say you were at the beginning
0:15:11 and you’re trying to build up,
0:15:14 are you trying to make these into $20 million companies?
0:15:17 Are you trying to get to $1,000 a month
0:15:18 or trying to replace a job?
0:15:20 What’s your mindset if you were starting
0:15:22 from the beginning here and you’re thinking
0:15:24 about one of these kind of hustler ideas
0:15:26 where you’re gonna be doing the internet marketing
0:15:27 for somebody, what would be your goal
0:15:28 or your approach to that,
0:15:30 to get to that first milestone?
0:15:31 How do you think about that?
0:15:33 – I can tell you how I thought about it.
0:15:35 And at the beginning it was like,
0:15:37 just operation, don’t be broke, right?
0:15:39 Like you are broke right now
0:15:41 and you need not to be broke.
0:15:44 So it wasn’t like, I had this big elaborate vision
0:15:46 of having all these team members
0:15:48 and multiple offices in a book.
0:15:49 No, none of that.
0:15:52 It was just like, you need to not be broke, right?
0:15:56 So what I look for is people like what I call customers
0:15:57 that have a bleeding neck, right?
0:16:00 The neck is bleeding and they need an immediate solution
0:16:02 to solve that problem.
0:16:05 And so I like to try to get as close to like the revenue
0:16:08 producing activities for business as possible
0:16:09 because that’s the oxygen, right?
0:16:11 That’s the blood of a business.
0:16:14 And I think that the way that I would think
0:16:18 about it straight away is first replacing my income
0:16:20 if it was just started as a side hustle.
0:16:22 And everyone kind of has this magical number
0:16:25 of like 10K per month that they want to get to per month.
0:16:28 And I think that going through this route
0:16:31 is a way to very, very clearly get there.
0:16:34 But the other lens that I like to look at it for
0:16:38 is like, what other skills that I’m going to need to possess
0:16:42 in order to make this business get to $10,000 per month?
0:16:45 And what are the half-life of those skills, right?
0:16:47 Am I going to be learning just Facebook ads
0:16:49 that what I know right now with Facebook ads
0:16:52 is going to be infinitely different in the next three years?
0:16:56 And so the half-life of those skills is probably 36 months
0:16:58 and then I’ve lost those skills
0:17:00 and then they don’t compound for me.
0:17:01 So then I would be looking at it is like,
0:17:04 what are the skills that I’m going to acquire
0:17:07 that this might be a little dirty down side hustle
0:17:11 at 10K per month, but I can then use those skills
0:17:14 and build something that is really big further down the line
0:17:15 and it’s going to serve me.
0:17:19 Which will bring me to the last thing, right?
0:17:22 Which I think that this is the best business opportunity
0:17:26 right now for people that want to get started by none.
0:17:29 So the idea that I want to speak to you about
0:17:33 is something that you need no money to begin with, right?
0:17:35 You don’t need to show your face.
0:17:37 You don’t even need to use your voice.
0:17:40 There’s nothing about it at all that you need.
0:17:43 And it is a market that is completely exploding
0:17:45 and it is a way that you can earn
0:17:48 at a bare minimum $10,000 per month.
0:17:50 And there’s proof of people making
0:17:52 100, 200 grand a month of this.
0:17:53 Do I have your interest?
0:17:55 – You have my interest, you have my attention.
0:18:00 – So we all know the TikTok shop is exploding right now, right?
0:18:02 And what we’re also seeing right now
0:18:06 is that obviously the whole war between these platforms
0:18:09 is now YouTube shopping is about to have a second crack
0:18:11 at it and they’ve just launched their thing.
0:18:13 And so what TikTok shop is,
0:18:15 if anybody that doesn’t know it,
0:18:17 TikTok shop launched their platform
0:18:20 which allows brands to sign up to be,
0:18:23 to offer affiliates and to have people sell their products
0:18:24 with a product tag on it.
0:18:27 And then they get a percentage of whatever sales
0:18:29 that they drive towards that business.
0:18:31 And this thing is exploding.
0:18:33 Like social commerce under that umbrella
0:18:35 is completely exploding.
0:18:39 And we’re kind of in a war right now for like Gen Zs
0:18:40 and these younger generations.
0:18:42 Like everyone wants to get in on these guys
0:18:43 ’cause they know, right?
0:18:45 They don’t focus on them now.
0:18:47 They’re gonna be dinosaurs in the next five years.
0:18:52 So what you wanna do is you can use a website
0:18:56 like Callo Data or there’s another one called Fast Moss
0:18:59 and you can go through and you can find
0:19:02 the best selling products on TikTok shop.
0:19:05 And then they will tell you,
0:19:07 not only they’ll show you exactly the revenue
0:19:08 that these products are doing,
0:19:11 they’ll show you the TikTok videos and the reels
0:19:14 that people are using to actually sell these things.
0:19:16 Now you might be thinking right now,
0:19:18 I can hear them, I can hear the objections
0:19:19 coming out of the back of the crowd.
0:19:22 I don’t wanna show myself, I’m not a content creator.
0:19:24 Well, this is where the magic happens, right?
0:19:26 You don’t need to do none of that.
0:19:29 So what you can do is a lot of the people
0:19:32 that are selling the most through these platforms
0:19:35 is they’re using 11 labs, right?
0:19:36 Cool, 20 bucks a month.
0:19:38 We’re good to go on that bad boy.
0:19:41 And you can start to look at the scripts
0:19:42 on something like Callo Data
0:19:44 and have a look at what are they writing in them,
0:19:48 get them transcribed, figure out what’s making the ones
0:19:50 sell the most, what’s one making the most views,
0:19:52 reverse engineer that.
0:19:55 Then you can plug that into something like 11 labs.
0:19:57 It will give you the voiceover for it.
0:19:59 And then you can use mid-journey
0:20:02 or whatever free AI generation tool
0:20:04 to create the images for that.
0:20:07 And then throw all of that into CapCut
0:20:09 and away you go and the boys are cooking, right?
0:20:11 The boys are girls and cooking if you do that.
0:20:13 And you might be thinking, yeah, that sounds okay.
0:20:16 Like, there are people printing with this.
0:20:19 There are kids out there that used to work in Chipotle
0:20:22 that are earning 50 grand a month doing this.
0:20:25 And it’s not by doing a thousand of them, right?
0:20:28 It’s about doing one a day, right?
0:20:29 What’s an example?
0:20:32 How did you stumble across these kids?
0:20:35 Give me a story about somebody you met that’s doing this.
0:20:40 – Yeah, well, I saw, I kept on seeing all these crazy ads
0:20:41 for like this stuff.
0:20:44 And it was like called shilligit resin.
0:20:47 And I was like, what the hell is shilligit resin?
0:20:49 And it was like this black tar.
0:20:51 And it was like an ad that came up and it was like,
0:20:52 what would happen to you?
0:20:53 This is what would happen to you
0:20:57 if you ate shilligit every day for 14 days.
0:20:58 – What is shilligit resin?
0:20:59 I’ve never even heard of this.
0:21:03 – Shilligit is like a black tar
0:21:06 that they get in the Himalayas in India.
0:21:10 And it has like all of the essential minerals.
0:21:11 – You drink it, you put it on your teeth?
0:21:12 What do you do with it?
0:21:13 – It’s a wild black syrup.
0:21:16 And they sell it in these tiny little jars
0:21:18 that look like a lip balm jar.
0:21:20 And it comes with a golden spoon.
0:21:21 And for anyone that runs ads,
0:21:24 know that that is immediately killer, right?
0:21:27 But it’s a little pattern interrupt with black tar.
0:21:29 It looks really weird on the feed.
0:21:32 And so I started to see these things everywhere.
0:21:33 And they were all AI voices.
0:21:35 And they were making the most outrageous claims
0:21:39 that I’ve ever seen that it doubles your testosterone.
0:21:42 It increases your pencil size as they call it.
0:21:44 And it does all these wild things, right?
0:21:46 And all these like weird people getting jacked
0:21:48 with this black tar all over them.
0:21:49 And I started to look,
0:21:52 then once I clicked on one, the algorithm knows,
0:21:54 and I start seeing these things everywhere.
0:21:56 And I was like, I need to go down this rabbit hole.
0:21:58 I need to.
0:22:00 I am a man of the internet and this is my duty.
0:22:03 So I will go down and I will start to investigate this thing.
0:22:06 And so I found this company
0:22:08 called BetterAlt Himalayan Shilijit Resin,
0:22:11 that all of these TikTok affiliates were pushing.
0:22:16 And then I found CaloData and I plugged them into that.
0:22:21 And I saw that they were selling 91,000 units, right?
0:22:24 Over like a 90 day period.
0:22:28 It was like a thousand units a day of this Shilijit Resin.
0:22:29 And I was like, that is insane.
0:22:32 And then I went further down the rabbit hole
0:22:36 and these guys had done just shy of $9 million
0:22:38 in Shilijit Resin.
0:22:38 – In 90 days.
0:22:41 – In 90 days through a TikTok shop.
0:22:44 – $100,000 a day on TikTok shop.
0:22:45 – Yeah, and that was the tip of the iceberg.
0:22:47 Cause then I went over to their funnel
0:22:48 and started to have a little look
0:22:51 and started to see what I could find.
0:22:55 And there was like thousands and thousands of reviews.
0:22:57 And then if you go to their website,
0:23:02 that they say that they sold 9.5 million servings, right?
0:23:06 And it was, it’s crazy.
0:23:10 Like it was like a $200 million worth of Shilijit.
0:23:11 If you look at it, it calculated that
0:23:14 based on their lowest average order value.
0:23:18 – Yeah, okay, so they’re crushing it.
0:23:19 What’s the other one?
0:23:21 The like Guru Nanda or whatever that is?
0:23:23 Is it teeth whitening or what is that thing?
0:23:26 – You were seeing this Guru Nanda oil pulling kit everywhere.
0:23:28 These guys are all over TikTok.
0:23:33 Like they do lives, their funnel is very crazy.
0:23:34 – And who’s behind this?
0:23:38 Is this just like two 26 year olds or like who is,
0:23:39 how did they do this?
0:23:42 Cause it sounds like some ancient Indian herbal recipe
0:23:43 or something like that.
0:23:47 – Which is exactly how it’s meant to sound, right?
0:23:48 – But it’s crushing on TikTok shop.
0:23:51 So I assume it’s like a guy with a, you know,
0:23:56 zero high fade on a haircut who is behind this.
0:23:57 Do you know the story?
0:23:58 Do you know who these guys are?
0:24:01 – I don’t know the founders behind these things,
0:24:03 but basically I guess like one thing
0:24:07 that they all have in common is story-based copy, right?
0:24:10 It’s all like, it’s all about the story
0:24:12 about the thing that they’ve got.
0:24:15 And they’ll focus on a ancient oil pulling.
0:24:16 The Egyptians used to do it.
0:24:19 And they had the, there’s still people that are mummies
0:24:21 that are under the pyramids that have perfect teeth
0:24:24 because they’ve been doing this oil pulling.
0:24:27 And then they hook you in like that.
0:24:29 And yeah, Guru Ananda, same thing here,
0:24:33 like 100,000 units a week through TikTok shop.
0:24:34 – Well, I’m looking up the founder right now.
0:24:37 I mean, it looks like what you would expect.
0:24:41 And I mean, either this is a complete,
0:24:45 this is a fake AI generated guy or he’s got an nephew.
0:24:49 He’s got like a nephew with the fade who is doing this
0:24:52 because it is remarkable how much they’ve done.
0:24:53 Give me a sense of the numbers.
0:24:54 How big is this thing?
0:24:56 I thought this was the number one selling product
0:24:58 on TikTok shops for a while.
0:25:00 – Yeah, it was, they’re doing like,
0:25:03 I think they had done like 1.2 million in sales
0:25:05 for the app, 100,000 units a week.
0:25:08 They’ve got 40,000 reviews
0:25:10 and there’s like 30,000 videos tagged
0:25:12 with Guru Ananda on TikTok.
0:25:15 And again, these is only seeing the numbers directly
0:25:17 through TikTok shop using these websites
0:25:19 that you can find them.
0:25:22 But the crazy thing is all of these products,
0:25:24 they’ve got way more reviews on Amazon
0:25:27 because the thing that they’re doing so smart is that,
0:25:30 like you’ve got a lot of people that are promoting the product
0:25:32 on something like TikTok, right?
0:25:36 And they’re getting a lot of attention and eyeballs on it.
0:25:38 But then the people arrive at something
0:25:40 that is much more trusted like Amazon.
0:25:43 And then they get that little bump in conversion rate,
0:25:45 there’s trust already, they’re sold from a video
0:25:47 and then they get all of these secondary sales.
0:25:51 So the opportunity here is twofold, right?
0:25:54 Because you can attack it where you can go and say,
0:25:56 hey, like you’re just gonna start as an affiliate, right?
0:25:59 And that’s just like, the skills that you will learn
0:26:03 is like copywriting, how to grab people’s attention, right?
0:26:05 How do you will understand the social currency
0:26:08 of these platforms, what goes viral?
0:26:11 And you can take those skills to any business
0:26:13 and just explode their sales.
0:26:16 And what you can do is for instance,
0:26:18 you could start off like that and you could get some traction
0:26:20 and then you could go to a business and you could say,
0:26:22 hey, you’re gonna pay me 20 grand a month.
0:26:26 And what I’m gonna do is I’m gonna build out TikTok shop
0:26:27 as a platform for you.
0:26:29 I’m gonna do all the creatives for you.
0:26:32 I’m gonna run that, I’m gonna crank the revenue from it.
0:26:36 It’s a $20,000 per month retainer plus 5% of sales.
0:26:37 You don’t do nothing.
0:26:39 But I’m gonna do you one better than that.
0:26:41 Because I know that you guys are running a lot of Facebook ads
0:26:44 and anybody that runs a lot of Facebook ads
0:26:47 knows that the number one bottleneck is creative.
0:26:50 So I’m gonna vet, I’m gonna run all of these TikToks,
0:26:51 I’m gonna make them go viral
0:26:54 and then I’m gonna give them to you to run on Facebook
0:26:57 that you can scale up on paid ads even more.
0:27:00 – 100%, this is a great idea.
0:27:02 And the beauty of what you just said is,
0:27:07 you’re gonna learn these more timeless skills,
0:27:10 copywriting, understanding consumer psychology,
0:27:12 video editing, video storytelling,
0:27:16 knowing how to utilize social media to go viral.
0:27:19 All of these things which are horizontal skills
0:27:21 that can be used in any business,
0:27:23 but you’re gonna get paid to do it.
0:27:25 You’re getting paid to go to school
0:27:27 to build the most valuable skills
0:27:30 that exist for marketers if you’re going forward
0:27:32 by doing this as a either affiliate
0:27:36 or as a retainer consulted for some of these brands.
0:27:39 And that’s the reason why I think it’s the best
0:27:41 is because the skills that you’re getting
0:27:43 and getting paid to get
0:27:45 are gonna serve you for the rest of your life.
0:27:46 Like these are not skills,
0:27:49 these are not shiny objects that are gonna go away.
0:27:51 Like we are gonna be communicating
0:27:53 in 20 to 30 years from now, right?
0:27:56 And it’s gonna even be a more hyper fragmented,
0:27:59 there’s gonna be even a greater war for attention.
0:28:01 And if you get the reps in now,
0:28:03 if you’re uploading a TikTok a day, right?
0:28:04 Just imagine the skills
0:28:08 and the understanding that you have on human psychology
0:28:09 in a year, in two years time.
0:28:11 And what that will allow you to do
0:28:13 if you go into a more legitimate business
0:28:16 and you know this and you know all of those skills,
0:28:18 what you’ll be able to bring to those businesses.
0:28:19 – I mean, I think this is great advice
0:28:22 for people early in their careers,
0:28:26 people whose main attribute and asset is hustle
0:28:29 and willingness to learn things and figure them out.
0:28:30 If that’s all you have going for you,
0:28:32 then this is the perfect type of thing for you,
0:28:35 especially if you don’t have, you know, coding skills, right?
0:28:38 If you can’t build in other ways, then, you know,
0:28:40 which is me, I was that guy, right?
0:28:42 I was 21 years old, I didn’t have coding skills,
0:28:43 I didn’t have any assets, I didn’t know.
0:28:45 You know, if I was a great investor,
0:28:47 cool, I don’t have any money to invest,
0:28:48 nor do I have any track record
0:28:49 to be able to go raise money to invest.
0:28:52 So I can’t do that career yet.
0:28:55 I didn’t have any skills to build software.
0:28:57 If I could have built software, I would have built software,
0:28:59 but I would have had to have learned that first
0:29:02 in order to even build a product in that category.
0:29:07 Whereas this is something that the bar to enter is so low
0:29:09 that it’s applicable advice to anybody
0:29:10 who’s at the beginning, I’ll just say that.
0:29:12 So I don’t necessarily think it’s the best,
0:29:15 but I do think it’s the best for a certain group of people
0:29:16 who are in a certain context
0:29:18 where they only have certain attributes
0:29:20 and they have certain things that they’re lacking
0:29:20 at that time.
0:29:24 – Correct, you just don’t need like anything
0:29:26 to get started other than time,
0:29:28 and that’s when you’re broke, that’s all you have is time.
0:29:31 And the reality of it is that most of these people
0:29:34 are already spending four and a half hours a day
0:29:35 on their phone.
0:29:40 So that’s where I believe that it’s a very ripe opportunity.
0:29:42 – You have a few phrases that I like.
0:29:44 I want you to tell me about them.
0:29:47 One is killed a little bitch inside.
0:29:49 What is this?
0:29:51 It sounds like a David Goggins phrase.
0:29:54 – Yeah, I just, I think that there is a duality of man
0:29:55 that is present.
0:30:00 And whenever you try to do something that is hard,
0:30:01 there’s the little bitch that comes out
0:30:03 and starts to whisper in your ear.
0:30:06 Like, hey, it’s cold outside, Subri.
0:30:08 Like you’ve been working out all week, man.
0:30:12 Just, it’s okay, just roll over and go back to sleep.
0:30:15 Or, hey, you’ve already had really great conversations
0:30:16 this week.
0:30:18 You send out some very promising proposals.
0:30:21 You don’t need to make another 20 cold calls, right?
0:30:24 Just knock off for the day and go hang out.
0:30:28 And there’s always that little bitch that comes out
0:30:32 and typically the harder the things that you do,
0:30:34 the more loud it gets.
0:30:37 And it is the best salesperson that exists
0:30:39 ’cause it knows all of your little weaknesses.
0:30:41 It knows all of your little vices.
0:30:44 And it knows exactly how to hit those pain points.
0:30:47 And it’s, I have found that the harder things that I do,
0:30:50 the more it’s my ability to silence that person
0:30:52 and to do things despite them.
0:30:55 And I have like an interesting relationship
0:30:57 with that little voice that lives in my head
0:30:59 because if it rears its ugly head
0:31:01 and tries to say that stuff to me,
0:31:02 then I just put it through pain.
0:31:05 So it’s like, you need to skip the gym.
0:31:07 Like you go a little bit of a tweak in your muscle.
0:31:07 Like, don’t go.
0:31:09 It’s like, just for recommending that,
0:31:10 like we’re gonna finish the workout
0:31:12 with 15 minutes of Hill Sprints.
0:31:15 Like, you shouldn’t have come out here today.
0:31:18 – You want to send it into isolation.
0:31:19 – Exactly.
0:31:22 I want to let it know what will be accepted
0:31:24 in this relationship. – Not only do you ignore it,
0:31:26 you penalize it for being there
0:31:28 so that it doesn’t re-rotate again.
0:31:28 – I do.
0:31:31 Because I think that like the biggest lie
0:31:34 that people tell themselves is like the lie every day.
0:31:35 Like the people that say, I need to work out
0:31:38 or I need to do this or I need to do that.
0:31:42 And then they start their day by like lying to themselves
0:31:43 and not accepting that.
0:31:45 Like for me, it’s just like binary.
0:31:47 It’s like, either I know that I’m not gonna do something
0:31:50 then I’m just not gonna say to myself that I’m gonna do it.
0:31:51 ‘Cause I don’t want to teach myself
0:31:54 that I make promises to myself that I don’t keep.
0:31:56 Like that’s a really bad thing.
0:32:00 So if I feel like I don’t want to go to the gym the next day
0:32:03 or there’s gonna be a reason why I can’t go,
0:32:04 I’ll just say it now.
0:32:08 I’m not gonna say I’m gonna go and then lie to myself.
0:32:10 – What do you do when you get caught in that situation
0:32:12 where you said you were gonna do something you didn’t?
0:32:15 So let’s say you didn’t catch it ahead of time.
0:32:17 Yeah, what is the tax that you pay?
0:32:19 – The tax is always more volume.
0:32:23 So it’s always more of the thing that I said I was gonna do
0:32:23 that I didn’t do.
0:32:27 (laughing)
0:32:29 – Not only do I do it, I now have to do more.
0:32:33 – I do, it comes to collect.
0:32:36 – What are some of the other big ideas
0:32:40 that serve you well, either like philosophy,
0:32:42 maybe a lifestyle technique you have,
0:32:44 maybe it’s a belief you have
0:32:46 that you think most people don’t live by that you do,
0:32:48 that has served you well.
0:32:50 So I think what I’m asking is,
0:32:52 what’s some wisdom you can drop on me?
0:32:53 But the wisdom is in the form
0:32:56 of something you actually take action on.
0:33:00 – I think that when I started my career,
0:33:05 I thought that I needed to look and act a certain way.
0:33:08 And I was watching business shows,
0:33:10 I had read business books and I was like,
0:33:12 okay, I need to be like this serious dude,
0:33:14 like I need to wear a blazer
0:33:16 and I need to show up like a businessman.
0:33:20 And as a result of that,
0:33:23 I had to act a certain way.
0:33:26 And that certain way wasn’t really a way
0:33:29 that was indicative of having a lot of fun.
0:33:33 And over the years, it’s like the world just like,
0:33:36 tries to beat you down to being like vanilla, right?
0:33:39 And to fitting in and like not being
0:33:40 that like dark rich chocolate
0:33:42 or that person with a bit of showmanship
0:33:44 or a bit of flair and a bit of fun to it.
0:33:46 Like people think this is business,
0:33:48 so I need to act a certain way.
0:33:50 And I definitely fell into that.
0:33:54 And so one of the philosophies that I try to embrace
0:33:56 is just to have more fun.
0:33:59 And everything that I do is just to have more fun
0:34:01 in my life and in my business.
0:34:03 Because at the end of the day, like the revenue,
0:34:06 the sales numbers, the profits and all of that kind of stuff,
0:34:07 like the years roll by.
0:34:09 And unless you’re having a lot of fun
0:34:11 doing what it is that you’re doing,
0:34:13 like nothing else matters.
0:34:15 So, and it was actually like,
0:34:20 it was only after I started on focusing on having more fun
0:34:23 did I start making a lot more money.
0:34:25 And so like- – What’s an example?
0:34:26 So what did you do that was more fun?
0:34:28 And how did that, what was the turn of events
0:34:29 that led to more money?
0:34:31 Or were they not connected?
0:34:32 – No, they were definitely connected.
0:34:36 So obviously like some of the things that like,
0:34:40 I would say that are fun is that like a specific example
0:34:42 is about a year and a half ago,
0:34:46 I put together an ad campaign.
0:34:48 And usually when I put together an ad campaign,
0:34:51 I’ll be like, okay, how do I make this convert the best?
0:34:52 Right, that is the goal.
0:34:54 It’s like, how do I just make it convert?
0:34:57 And to cold traffic, ’cause that’s the game.
0:34:59 And then I was like, let me just think about like,
0:35:02 what would be the funniest ad?
0:35:05 Like what would I need to do to have the most fun?
0:35:09 And I started from that place of just having,
0:35:12 it’s still wild fun ad that regardless of the,
0:35:13 whether you’re in business or not,
0:35:15 it would be entertaining and fun.
0:35:19 And we did all types of outrageous things.
0:35:22 One of them was like having me dressed as a priest
0:35:26 and we had Lord Zucks and Lord Elon in the background.
0:35:30 And we were having a funeral in a church for the money
0:35:33 that is being murdered in most people’s ads campaign, right?
0:35:37 And that was a whole lot of fun making that ad.
0:35:39 And everything that we did in that whole script
0:35:41 was a lot of fun, it was funny.
0:35:43 And that one campaign tripled our sales.
0:35:49 And so that is a very transactional example,
0:35:52 but it’s more so about like, what is it that would be fun?
0:35:54 So I try to do something that is like,
0:35:57 really big and have a big swing,
0:35:59 something that’s really risky every year.
0:36:03 Because I know me and I know the urge that I have
0:36:05 as an entrepreneur to like always keep engaged
0:36:08 and to have, to scratch that itch.
0:36:11 And the big sin that I made early on in my career
0:36:13 is I looked at scratching that itch
0:36:16 through other business opportunities and other like things.
0:36:19 When what I do now is I’m present that,
0:36:21 that is the law of gravity.
0:36:23 I’m always gonna wanna do a new and novel things,
0:36:25 but I have a new and novel thing that I do
0:36:28 that is attached to the main thing, right?
0:36:30 So it might be a new campaign or a new channel
0:36:32 or a new offer that I’m gonna run.
0:36:34 And that will scratch that itch.
0:36:37 And I think that like getting wrapped up in working,
0:36:39 people as they get older in their life,
0:36:42 they start to take things a lot more seriously
0:36:43 and they forget they’re like,
0:36:45 “Hey, oh, we’re just all here having fun
0:36:46 “at the end of the day, right?”
0:36:48 Like, what’s the point of you not having fun?
0:36:51 So I like to talk to strangers, lots of strangers.
0:36:53 You were told from a very early age
0:36:54 not to talk to strangers.
0:36:57 Strangers have got everything that it is that you want.
0:36:59 My wife was once a stranger, right?
0:37:02 Like my customers, my business partners, my best friends,
0:37:05 all of these guys were strangers to me.
0:37:08 And so I think that is something that is underutilized,
0:37:12 having parties and entertaining people.
0:37:16 It’s so easy to get caught up in organizing your business life
0:37:18 and the meetings and the events
0:37:22 that people don’t take that same vigor and discipline
0:37:26 with planning fun and making like events fun.
0:37:28 And when you do that and you have fun
0:37:29 and you’ve got all of these things
0:37:31 that you do in your downtime,
0:37:35 it just makes you like bring so much more zest and life
0:37:37 to your everyday business
0:37:40 because it’s not like there’s just never ending
0:37:41 constant grindstone.
0:37:45 – Yeah, there was a great Google principle,
0:37:47 I think called 20% time that they had for a period
0:37:50 which was they acknowledged that the most talented people,
0:37:53 the best programmers that they wanted to hire,
0:37:56 they would never be able to just chain them to the desk
0:37:59 and say optimize these Google ads for the rest of your life.
0:38:01 And that they needed the 20% time to just say,
0:38:02 “Go work on whatever you want.”
0:38:03 And you’re gonna do it anyways,
0:38:05 you’re either just gonna do it when you go home
0:38:07 and that’s gonna become a side hustle,
0:38:08 it’s gonna become a new company,
0:38:09 it’s gonna become a reason to leave,
0:38:11 it’s gonna become so much more fun
0:38:13 that you’re just kind of disconnected from your job
0:38:16 ’cause the fun is what you’re having outside of the job.
0:38:20 So instead they said explicitly use 20% of your work time
0:38:21 to do something completely different
0:38:23 than what you wouldn’t do in your normal day to day.
0:38:25 And out of that came some really great ideas.
0:38:28 I know with Facebook, out of their hackathons,
0:38:30 which were their version of like,
0:38:31 yo, let’s just build some shit, forget the process,
0:38:33 forget the product, forget the roadmap, forget everything,
0:38:35 let’s just build some shit tonight, have beer and pizza.
0:38:37 And I think like the like button came out of that.
0:38:40 The most pushed button in the history of the universe
0:38:43 came out of somebody in a hackathon saying,
0:38:45 “Hey, what if we added that to our product?”
0:38:47 And so I think that there’s great examples
0:38:49 of this in business as well.
0:38:51 We used to have a do cool shit budget,
0:38:53 which was we would take 20% of our time,
0:38:56 but we’d also take, I think it was like 10% of our money.
0:38:57 We said 10% of the marketing budget
0:38:59 has to be a no ROI play.
0:39:02 Meaning we think it’s awesome, but it’s not measurable.
0:39:05 It’s not clear, it’s not proven that this would work.
0:39:07 And it was only out of that extra 10%
0:39:09 that we would do things that were the kind of big swings
0:39:12 out of the box ideas that might result in a big winner
0:39:14 or might result in, we just tried something,
0:39:15 we learned some fun, we have a good story to tell,
0:39:18 we moved back on and we had a creative release
0:39:20 that we now use to do something else.
0:39:22 Tim Ferriss was on the podcast and he said this well,
0:39:27 he goes, “I’ve learned that just ’cause I charge my batteries
0:39:29 “doing something silly doesn’t mean I have to use them
0:39:31 “doing something silly.”
0:39:33 So for example, he will do something
0:39:36 that’s not quote unquote productive
0:39:37 because it charges his batteries.
0:39:39 And he’s like, now I have batteries to go do more
0:39:41 productive stuff if I wanted to.
0:39:43 If I only ever do the super productive stuff,
0:39:46 but it’s just draining my batteries, that’s not better.
0:39:48 That’s not the way.
0:39:51 – And I think that that is even a more powerful example.
0:39:54 Because like looking at like Google’s like,
0:39:58 they’re 20% time and all that, that’s still tied to work, right?
0:40:01 But it’s more so it’s like, as we get older,
0:40:05 like most people think that getting old means getting boring.
0:40:06 Like just think about it.
0:40:08 They think about most people as they get older
0:40:11 and they have the kids and all of these things happen,
0:40:15 then it’s like, they just feel like that that is almost
0:40:17 like a hall pass to being boring
0:40:19 and just like fitting in and doing stuff.
0:40:22 So like there’s this annual server that they do every year
0:40:24 that is the happiness index, right?
0:40:27 That measures people based on their happiness.
0:40:30 And if you ask most people, like, are you happy?
0:40:33 Or like, you know, if you had to rate yourself on a scale
0:40:34 of one to 10, how happy would you be?
0:40:36 Most people say seven.
0:40:38 – Yeah, seven, obviously.
0:40:40 – But I don’t like to live at sevens, right?
0:40:42 Like I want to be very happy
0:40:45 and I want my life to be very, very full.
0:40:49 And I just think that this far too often,
0:40:51 we take things far too seriously,
0:40:54 that do not need to be seriously taken seriously.
0:40:55 And we just, we feel like that
0:40:58 because naturally we’re getting older
0:40:59 or we’re getting more cynical.
0:41:03 And it comes back to you need to do silly things
0:41:07 that do charge you and that you do get energy for
0:41:09 because you want to have like those sprints.
0:41:12 It’s not about sitting down and working 16 hours a day,
0:41:14 just grinding on something
0:41:16 because you’ve got the hours to do it.
0:41:19 It’s about doing your most meaningful work.
0:41:22 And I find that I do my most meaningful work
0:41:24 when I focus on having more fun
0:41:26 with everything that I’m doing.
0:41:28 Because it’s like, if you’re going to compete with somebody,
0:41:30 it’s like the Naval quote, right?
0:41:32 You want to do things that feel like play to you
0:41:34 and that look like work to others.
0:41:37 So if you can inherently have more fun doing those things,
0:41:38 you’re going to do them for longer.
0:41:39 You’re going to get better
0:41:41 and you’re going to see better results.
0:41:44 – Can I read you a quote about this exact topic?
0:41:46 An hour before this podcast,
0:41:47 I was supposed to be preparing for the pod
0:41:49 but I was deep in a rabbit hole
0:41:52 on Sylvester Stallone of all people.
0:41:55 I was studying the story of Rocky and Sly
0:41:57 and he said this quote.
0:42:00 He goes, “I think that life belongs
0:42:03 to people who can make a sick joke out of it all.”
0:42:06 And he said, “If you take life too seriously, I don’t know.
0:42:09 Either you think one of two things.
0:42:11 Either you think that life is a comedy
0:42:13 or you’ll feel that life is a tragedy.”
0:42:14 And I just love that.
0:42:18 And it reminds me of, I was at a Tony Robbins event once
0:42:20 and there’s 7,000 people from 56 countries
0:42:23 and we’re all totally different ages,
0:42:25 groups of people, different backgrounds,
0:42:27 different economics, different everything.
0:42:28 And he says something.
0:42:33 He goes, “Show me what a depressed person looks like.
0:42:36 How does a depressed person stand?”
0:42:38 Don’t say a word, just how do they stand?
0:42:40 And everybody instinctively does the same thing.
0:42:41 You sort of shoulders down.
0:42:43 He said, “How do they breathe?
0:42:45 It’s like shallow, it’s not deep breaths.”
0:42:47 He said, “How does their face look?”
0:42:49 And you can see everybody, regardless of background,
0:42:51 knew, we all knew the protocol.
0:42:54 And he says it, he goes, “You guys have practiced this.
0:42:55 You know what stress looks like.
0:42:56 You know what depressed looks like
0:43:01 because we all know instinctively what that looks like.”
0:43:04 You said something earlier, which is that we all believe
0:43:05 that as you get older, you get boring.
0:43:06 Nobody says that out loud,
0:43:08 but I think it’s an implicit belief
0:43:09 that’s baked into all of us.
0:43:11 Just like knowing that, well,
0:43:13 if I wanna be in a low-energy depressed state,
0:43:15 I should hunch over, breathe kind of shallow,
0:43:18 shuffle my feet and talk in a low voice.
0:43:20 That is gonna manifest that in the same way.
0:43:24 I think that most people truly do believe and accept
0:43:27 that as I get older, life becomes more boring.
0:43:28 And that’s crazy.
0:43:30 We gotta uproot that and eradicate that
0:43:34 as a default way of accepting how things are gonna go
0:43:37 because it’s these beliefs that are so ingrained in you
0:43:38 that you don’t even really acknowledge,
0:43:41 those are the ones that kind of drive your life.
0:43:45 – Correct, and it’s all driven by the activities that you do.
0:43:50 If you think about why are you more energized
0:43:55 and excited for life when you’re maybe in your 20s
0:43:57 as opposed to being later in life, right?
0:43:58 Just as an example.
0:44:00 And a lot of the times,
0:44:03 it’s because people stop doing new things
0:44:07 and it’s like they just repeat the same thing every day.
0:44:10 So instead, it’s like the manga quote of like,
0:44:12 show me where I’m gonna die so I never go visit there.
0:44:14 It’s the same thing, same activities.
0:44:18 You wanna look at like, why do you have a little bit more
0:44:19 pep in your step when you’re younger?
0:44:21 You’re always doing new things.
0:44:23 You’re taking big swings.
0:44:27 Like there’s always a gain to quote the little bitch
0:44:28 in the back of your mind.
0:44:29 They’re saying, but yeah, I have kids now.
0:44:31 I have responsibilities.
0:44:33 I have certain things that I need to do.
0:44:36 Whoever said that means that you can’t do also new things
0:44:39 or that you can’t also have fun while doing those things.
0:44:42 And it says little exercises that you can put
0:44:47 in your daily life that you make the ordinary extraordinary.
0:44:51 – So here’s the deal.
0:44:54 I made most of my money from a newsletter business.
0:44:56 It was called The Hustle.
0:44:57 And it was a daily newsletter at scale
0:44:59 to millions of subscribers.
0:45:01 And it was the greatest business on earth.
0:45:04 The problem with it was that I had close to 40 employees
0:45:07 and only three of them were actually doing any writing.
0:45:10 The other employees were growing the newsletter,
0:45:12 building out the tech for the platform and selling ads.
0:45:15 And honestly, it was a huge pain in the butt.
0:45:18 Today’s episode is brought to you by Beehive.
0:45:21 They are a platform that is built exactly for this.
0:45:22 If you want to grow your newsletter,
0:45:24 if you want to monetize a newsletter,
0:45:26 they do all of the stuff that I had to hire
0:45:28 dozens of employees to do.
0:45:30 So check it out, behive.com.
0:45:33 That’s B-E-E-H-I-I-V.com.
0:45:39 This is a little small talk pro tip.
0:45:41 One of the most common questions people ask is like,
0:45:43 “So what’s new?”
0:45:46 That’s what we ask people when we see them, “What’s new?”
0:45:47 And if you’re on the receiving end
0:45:50 of the “What’s new?” question, it’s like,
0:45:52 “Oh, what’s new?”
0:45:53 Like, and it’s sad.
0:45:54 It’s like, “Nothing’s really new.”
0:45:56 But for most of us, nothing is just new
0:45:58 between the last time we saw you and now, right?
0:46:00 Like, we’re still working that same job.
0:46:02 We don’t change jobs every week.
0:46:03 Still got the same kids.
0:46:05 They’re still around, still got the same.
0:46:07 Most of the things we do are the same.
0:46:11 And so asking “What’s new?” is a terrible question to ask
0:46:13 and it puts the other person in a sort of,
0:46:16 you sort of pin them into a sort of sad realization
0:46:18 about their life in the moment.
0:46:20 A different small talk question that I think
0:46:23 generates much more interesting responses is,
0:46:25 what’s something you’re excited about coming up?
0:46:26 So I’ll ask people this all the time.
0:46:29 I’ll be like, I’ll say, I’ll even say “What’s new?”
0:46:30 so that the question doesn’t sound different.
0:46:31 I’ll be like, “What’s new?
0:46:33 What’s something that you’re looking forward to right now?
0:46:34 What are you excited about?
0:46:35 What’s coming up for you?”
0:46:36 And then they’ll tell me like,
0:46:38 “Oh, I’m really looking forward to this thing
0:46:39 that I’m going to do, this show I’m going to,
0:46:41 this thing I’m going to go see.”
0:46:43 And then they light up because people light up
0:46:44 when you ask them what they’re looking forward to
0:46:47 because we need things that we’re excited about
0:46:48 and we’re looking forward to.
0:46:51 To your point, we should be building the muscle
0:46:54 of having more fun, of building, planning things
0:46:56 that we’re excited about that are going to be fun.
0:46:58 – Yeah, you go to engineer them.
0:47:00 You can’t just wait for them to happen by chance.
0:47:03 And the best way that I have found to do that
0:47:04 is just to sit down at the start of the year
0:47:06 with your partner, whoever it might be.
0:47:10 And not as everybody plans out their work here,
0:47:12 they’re like, “These are the projects that I want to do.
0:47:14 I want to do it in Q1, then we’ve got this.”
0:47:16 It’s like, “Do that about your own life.”
0:47:18 I’m like, “We’re going to go on a holiday here.
0:47:19 I want to try this here.
0:47:21 I want to do some crazy here.”
0:47:23 – What are some examples you’ve done?
0:47:26 – Yeah, so some of the stuff that I like to do is,
0:47:29 I like to look at all the different areas of my life,
0:47:31 my relationships, wealth, all of those kind of things.
0:47:33 And you start to have these pillars.
0:47:34 So the pillars might be like, for me,
0:47:36 I like to go away every 90 days.
0:47:40 I’ve got three daughters, my wife, I work very, very hard.
0:47:42 And I love to travel.
0:47:44 I like to go through cooking classes,
0:47:46 experience new cultures.
0:47:48 And I don’t wait for when I need a holiday.
0:47:49 I just plan them in advance.
0:47:52 ‘Cause I know that a 10 day holiday
0:47:54 is going to give me that zing, is going to give me that juice.
0:47:56 And I come back and get way more done in that next quarter.
0:48:00 So we like to plan the year in terms of all the holidays
0:48:01 that we’re going to take.
0:48:04 And then a little hack that I like to do with,
0:48:06 you’ve got kids and you go traveling,
0:48:10 is whenever we go to a new city, you know, every year,
0:48:11 we go to multiple new countries,
0:48:13 try to go to multiple new countries a year.
0:48:15 And whatever the cities or the countries
0:48:18 that we’re going to be visiting, I go to chat GPT
0:48:21 and I ask it to write me a children’s story book about that.
0:48:23 And I read that to my daughters,
0:48:25 leading up to going to the countries.
0:48:27 And it’s incredible.
0:48:28 Like you can say, “No, make it.”
0:48:31 Like I had three characters and these are the characters’ names
0:48:33 and they’re all my daughters’ names.
0:48:35 And then like it fuses all the things
0:48:36 about that culture into it.
0:48:38 And it just makes everyone bored in
0:48:40 and so much more excited.
0:48:42 – Yeah, ’cause the anticipation is always more fun
0:48:44 than the actual event itself.
0:48:46 So that makes sense to actually invest
0:48:48 in the anticipation part of it.
0:48:49 – Indeed.
0:48:54 – And you have a pretty interesting set of interests
0:48:56 that align with what I’m interested in.
0:48:58 You like, I asked you, I texted you, I said,
0:49:01 “Hey, what should we talk about on the pod?”
0:49:02 And you said to me four words
0:49:05 of which I’m actually interested in all of them.
0:49:08 One of the first one you said was showmanship.
0:49:09 Talk to me about showmanship.
0:49:11 Why is this on your mind?
0:49:13 – Yeah, I think that like, you know,
0:49:16 entertainment is like the currency
0:49:18 that buys the attention of your prospect
0:49:20 and of your marketplace.
0:49:23 And showmanship for me is like, you know,
0:49:25 it’s a lot of things.
0:49:27 Like it’s storytelling.
0:49:30 It’s being able to have like stage presence
0:49:32 and energy with the way that you show up.
0:49:35 And it’s also visual storytelling
0:49:38 and being able to surprise and bring drama
0:49:41 and excitement to whatever it is that you do.
0:49:44 And I think that regardless of the business
0:49:46 that you choose to build,
0:49:49 you very quickly, once you get to a certain height,
0:49:52 you realize that you’re in the people business, right?
0:49:55 You’re in the business of leading people
0:49:57 and communicating to those people,
0:49:58 regardless of what the product
0:50:00 or the industry that you’re in.
0:50:03 And it just becomes infinitely more important
0:50:05 with your ability to be a showman
0:50:07 and to bring like a bit of pizzazz,
0:50:09 you know, a bit of that source
0:50:12 to things that seem ordinary, right?
0:50:14 And that can seem mundane and boring,
0:50:16 whether it’s a job advert that you’re writing
0:50:18 or an interview that you’re conducting
0:50:19 or a team meeting that you’re running
0:50:21 in all hands on deck.
0:50:24 And it’s just one of those lost art forms
0:50:27 where people just like most of our communication
0:50:29 is done through text and email.
0:50:33 So I think that people just naturally just get to a plateau
0:50:35 where they don’t really emphasize it anymore.
0:50:37 And I think that with everything that’s happening
0:50:39 with content creation and stuff like that
0:50:41 and the importance that people are placing
0:50:43 on building an audience,
0:50:46 there’s like, you know, a renaissance of like showmanship
0:50:47 that is having to come back.
0:50:50 – I like that you said showmanship
0:50:53 is the currency that buys the attention of your prospects.
0:50:55 That’s killer.
0:50:58 You, it seems like it’s kind of polarizing, right?
0:51:01 The people who are out there creating content on TikTok
0:51:05 and YouTube, they probably know more than anyone
0:51:06 how important showmanship is
0:51:08 and they’re benefiting from doing it.
0:51:10 And then there’s a whole bunch of people
0:51:11 who are opted out of that.
0:51:13 That sounds complicated, hard.
0:51:14 I don’t know how to do that.
0:51:16 And they’re living in emails, text messages,
0:51:19 maybe where most business owners live.
0:51:21 And I think I buy what you’re saying,
0:51:23 which is that when you’re communicating through,
0:51:27 let’s say just emails or you’re running ads,
0:51:32 you tend to kind of conform or subdue yourself
0:51:34 into a very transactional,
0:51:37 just dry informational way of communicating.
0:51:39 And that actually does you a disservice.
0:51:42 Is most of the new business you get through content
0:51:44 you’re making on your YouTube channel?
0:51:47 – No, we run a lot of ads.
0:51:49 So we get that as well.
0:51:51 I look at it as like the whole ecosystem
0:51:55 and the YouTube content is a way
0:51:57 to also get more reps in, right?
0:51:59 I understood that like,
0:52:00 I want to become a better storyteller.
0:52:03 If I want my hooks to get more dialed in,
0:52:06 if I want the whole thing of retaining people’s attention,
0:52:09 learning all these storytelling techniques for shadowing
0:52:11 and all of this kind of stuff that, you know,
0:52:14 I kind of really came up through the whole tutelage
0:52:17 of direct response and learning my way through that.
0:52:20 And understanding that like the landscape is changing
0:52:23 and like you really need to become even better
0:52:26 at storytelling and all of those reps
0:52:27 that I get in on YouTube,
0:52:29 I can then translate them to all the ads that I do,
0:52:32 the emails, the video sales letters
0:52:33 and whatever it else that I’m going to do,
0:52:36 even presenting and just being a showman.
0:52:38 It allows me that instead of getting feedback
0:52:42 of maybe doing a launch or a campaign every quarter,
0:52:44 like I’m uploading a YouTube video every week.
0:52:47 So it just, it’s about practice.
0:52:49 – Let’s say if I’m good,
0:52:50 what’s something you’ve learned in the gap
0:52:54 between good and great on storytelling
0:52:55 or showmanship through content?
0:52:56 – Yeah, I wouldn’t say,
0:52:59 like I wouldn’t put a crown on myself and say
0:53:00 that I’m great yet.
0:53:03 I think I still got, I’ve got ways to go.
0:53:07 But I think that fundamentally it’s understanding
0:53:09 the principles of like,
0:53:12 how do you first hook somebody’s attention
0:53:16 and then retain it and then be able to make an ask.
0:53:19 And I think that the place that a lot of people start
0:53:22 is really focusing on how to make an ask.
0:53:25 They think about how to write the most,
0:53:27 you know, influential copy,
0:53:29 the most persuasive copy
0:53:33 to have a huge amount of emphasis on the offer
0:53:36 and the ask that you’re making to your audience.
0:53:39 And I think that the number one thing,
0:53:41 if you want to improve the conversion rate
0:53:43 of anything on any vehicle,
0:53:45 the thing that you need to focus on
0:53:47 is improving the consumption first.
0:53:50 And so, you know, I think that you want to place
0:53:53 a disproportionate amount of your effort
0:53:55 on first getting that consumption.
0:53:58 And the way that you do that is by understanding the hook
0:54:01 and understanding the lead, right?
0:54:03 So how do I have either something
0:54:05 that’s going to be a patent interrupt
0:54:07 or a patent match to my market?
0:54:10 And then how do I slowly just foreshadow?
0:54:12 How do I build stakes?
0:54:15 How do I have where I’m basically delaying a payoff out there
0:54:17 and have multiple storylines in it?
0:54:20 Because if you can do that and if you can earn that viewer,
0:54:24 even if, like, yes, you want to have a very strong offer,
0:54:26 but it doesn’t matter how strongly offer is
0:54:27 if you don’t get people to that part
0:54:30 of your whole pitch anyway.
0:54:31 – Right.
0:54:32 And you have a,
0:54:36 you have an interesting method here
0:54:38 that I just was reading one of your titles
0:54:40 that I really like.
0:54:42 The title of one of your most popular videos is,
0:54:45 “Sell Like Crazy, Stop Praying to the Internet Gods.”
0:54:49 What’s the premise of that video?
0:54:52 – Is that like a lot of people sit around
0:54:55 and hope and pray to Zucks
0:54:57 about that they’re going to get cheaper CPMs, right?
0:55:00 Or everything would just get easier with my attic,
0:55:03 and it’s like the algorithm wouldn’t be so wild
0:55:05 and so volatile or people, you know,
0:55:08 basically beg people for referrals
0:55:10 and they sit around and operate their business
0:55:13 by whatever fate falls in their lap.
0:55:16 But most businesses don’t have a repeatable predictable way
0:55:18 to actually put a dollar into a machine
0:55:22 and turn it into three or five or $10 back.
0:55:25 And with all the businesses that I’ve seen
0:55:26 with the thousands of clients that I’ve worked
0:55:28 with all the businesses that I’ve actually been
0:55:31 an employee of, you know, that’s the one thing
0:55:33 that those people all have is a repeatable process
0:55:35 to go out there and get clients.
0:55:36 Because if you do not have that,
0:55:39 you have an expensive hobby that just is worse than a job
0:55:42 because you don’t get vacations, you got all the stress,
0:55:45 you got everything that else that you need to deal with
0:55:47 and you end up working double the amount of hours
0:55:48 and you would in a normal job.
0:55:50 – Right, right.
0:55:53 What are some examples of these repeatable systems
0:55:54 which might be just a sales funnel,
0:55:57 a great sales funnel that you’ve seen right now
0:56:01 that you could teach me about or tell me about?
0:56:04 – Yeah, I think that like if you look at it
0:56:06 on like a lead gen perspective,
0:56:09 you know, a basic funnel is having somebody,
0:56:12 having a piece of information or a video or a free report
0:56:15 or something that you can get your target market
0:56:18 to raise their hand in a sea of people and say,
0:56:22 “Hey, I would be interested in learning more about that.”
0:56:25 And that’s the first like cardinal sin
0:56:29 that most businesses make is that they go out to their market
0:56:31 and they conduct it like they’re there in the dark ages.
0:56:34 They lay out their wares like they’re in the marketplace.
0:56:36 They can say, “These are all the products
0:56:37 “and services that I’ve got.”
0:56:39 There’s a little bit of haggling back and forth
0:56:42 on the prices and then the deal is done, right?
0:56:44 They’re just like, “Get a quote, buy, buy, buy.”
0:56:48 Where you will get 10 times the amount of people
0:56:51 if you go out to your marketplace with something of value
0:56:55 to try and educate people and basically lead
0:56:58 with your best foot forward and use a piece of content
0:57:01 that you know that is gonna be baited to get that person
0:57:02 to raise their hand in a sea of people, right?
0:57:05 And it can be a free report about anything.
0:57:07 And then once you get them to raise their hand
0:57:10 on a very small ask that is not confronting,
0:57:15 it’s not intimidating, then you have them arrive on a page
0:57:17 where then you make your offer, right?
0:57:20 Where then it’s a basic two-step funnel.
0:57:22 So instead of saying, “Get in contact with our sales team
0:57:25 “or get a quote,” you say, “Here’s a free piece of information.”
0:57:28 They download that, then you arrive them on a page
0:57:31 that makes them a Godfather offer to get on the telephone.
0:57:34 And you just get 10 times the volume of people
0:57:35 that will come into communication
0:57:37 with what it is that you do, if you do that.
0:57:39 – So what’s an example of,
0:57:42 a specific example of someone doing this?
0:57:44 – So in terms of like, we do that a lot,
0:57:45 all of our clients do that,
0:57:49 but there is like, say for instance, you’re a digital agency
0:57:51 and you wanna sell your digital agency services
0:57:53 instead of being like, “Hey, we can help you grow your business
0:57:55 “with digital marketing.”
0:57:56 You’re like, “Here is a free report
0:57:58 “of the 22 things that you need to know
0:58:00 “when running Facebook ads,” right?
0:58:02 And then that’s only gonna pull people in
0:58:04 that are interested in running Facebook ads
0:58:07 and a percentage of those people are gonna be interested
0:58:09 in having someone run their Facebook ads for them.
0:58:12 That’s it on the lead gen side, right?
0:58:15 Then if you’ve got like the e-commerce side of things,
0:58:18 again, it’s about being able to first go out there
0:58:21 and get people’s attention through content.
0:58:24 And then the brands that are crushing it the most
0:58:27 is they’re not like, “Here is our goop in a bottle.
0:58:29 “Here is our protein shake,” right?
0:58:31 All of these people now,
0:58:33 if you look at the landscape with TikTok
0:58:34 and everything that’s going on,
0:58:36 they hit you with a piece of content
0:58:38 that just looks, it just slides under the radar.
0:58:40 It’s completely organic.
0:58:42 It doesn’t look like a sales message.
0:58:44 And then you’re watching it ’cause it’s very interested
0:58:47 and the algorithm does all the optimizing for you
0:58:49 and then you get to the end of it
0:58:52 and then they make the ask, right?
0:58:55 So if they’re selling like a testosterone boosting supplement,
0:58:58 they’re not like, “Here’s this testosterone boosting supplement.”
0:58:59 – Buy it.
0:59:02 – Yeah, they’re like, “Did you know that testosterone in males
0:59:05 “has dropped by 70% over the last 10 years?”
0:59:07 And it’s like, that will get someone’s ears to kind of perk up
0:59:09 and go, “Okay, what is that?”
0:59:10 And did you know the reason why?
0:59:11 – Or they’ll post a clip of Joe Rogan
0:59:12 talking about testosterone.
0:59:15 It just looks like it’s someone sharing a clip of Joe Rogan
0:59:19 and then it starts to weave you into an actual,
0:59:20 a product pitch later.
0:59:22 – Exactly, like I saw a brilliant one.
0:59:24 The other day, like I’m in the process right now
0:59:27 of building a house and it was a real on TikTok
0:59:31 and the guy’s like, “These are the best 20 things
0:59:34 “that you definitely wanna be building inside your house
0:59:36 “that nobody tells you about.”
0:59:38 And he’s like, “You want a whole house water filter.
0:59:40 “You want this dehumidifier for your whole property.
0:59:42 “You want these essential oils that diffuse
0:59:44 “and go through your AC.
0:59:45 “You want heated tiles.”
0:59:47 And I’m like, “Dude, like this is fire.”
0:59:48 And then at the end of it, he’s like,
0:59:50 “And all these things are expensive.
0:59:53 “And so if you want, you must be thinking like,
0:59:55 “How much is this gonna cost me?”
0:59:56 Well, I’ve just put together a course
0:59:58 that shows you how to buy and flip home
1:00:00 so you have the money to buy all this stuff.
1:00:05 I was like, “Dude, you got me hook line and sink up.”
1:00:08 – Yeah, that’s an absolute judo flip at the end there.
1:00:09 – Exactly.
1:00:11 – And forget about having a home, you can’t afford it.
1:00:14 But the way you could afford it is if you like my course
1:00:17 and start learning how to make money online.
1:00:17 That’s amazing.
1:00:19 You did this with your book, right?
1:00:22 I remember going down the funnel once of your free book.
1:00:25 And I was like, this is very, very smart.
1:00:26 He’s got a free book funnel.
1:00:29 Tell me about this sell like crazy book funnel.
1:00:32 How many people have gotten a book from you
1:00:33 from through this?
1:00:35 I guess it’s a pretty ridiculous number.
1:00:37 – Yeah, we’ve sold a million copies now.
1:00:40 – But are you selling them or are they free?
1:00:41 I thought they’re free.
1:00:43 – Yeah, like it’s free plus shipping.
1:00:46 So like between we are on Amazon and whatnot as well.
1:00:50 But yeah, overall it’s, we’ve sold a million copies
1:00:52 through both the Amazon and the funnel.
1:00:54 – And when I saw this, I was like, this is genius
1:00:58 because books are not good money makers anyways.
1:00:59 So instead of trying to make a profit
1:01:01 charging nine books for a book, you’re like,
1:01:04 let me give away a free book on teaching you how to sell.
1:01:07 And then you would create what I call the yes, yes, yes,
1:01:08 no funnel.
1:01:12 The yes, yes, yes, no funnel is you hear somebody
1:01:13 telling you how to do something,
1:01:14 how to get better at something.
1:01:15 They’re not selling you anything.
1:01:19 And you say, yes, yes, yes, that all makes sense.
1:01:20 That’s true.
1:01:22 That’s a great example.
1:01:23 That’s a great point.
1:01:24 Yes, yes, yes.
1:01:25 And at the end, you just say,
1:01:27 no, I don’t have the energy to do that.
1:01:29 And at the end, what you’re hoping for,
1:01:31 the ideal prospect for a lot of these businesses
1:01:34 is somebody who is now convinced that you know your shit,
1:01:36 but they’re also convinced that they don’t have the time,
1:01:39 the energy or the skill to go do it themselves.
1:01:41 And you could say, if you don’t want,
1:01:42 I’m giving you the playbook,
1:01:43 but if you don’t want to do this to yourself
1:01:46 or you don’t have the time to do this yourself,
1:01:48 luckily we’re here, we do this for you.
1:01:49 And you have a marketing agency, for example.
1:01:50 So you could teach people,
1:01:53 you could give away how to do marketing
1:01:55 and people would do yes, yes, yes.
1:01:57 And at the end, they would say,
1:01:58 no, but I’d rather you do it for me.
1:02:00 You’ve, all you’ve done is convinced me
1:02:01 that you are an expert at this
1:02:04 and I want to now enlist you to do it.
1:02:06 – Yeah. And I think there’s a caveat to it though, right?
1:02:09 And so like what a lot of people do
1:02:11 when it comes to book funnels or any of these kind of things
1:02:14 is they effectively make the book
1:02:18 like a thinly veiled sales pitch to do exactly just that.
1:02:21 And one of the things that like, you know,
1:02:23 I think I started it in the different way.
1:02:24 Like I started in a position where it’s like,
1:02:28 we were getting so much inbound to what we were doing.
1:02:30 And, you know, we’re a premium agency.
1:02:32 There’s a lot of businesses that couldn’t afford
1:02:33 to work with us.
1:02:34 And they would always ask us like,
1:02:36 who else would you recommend?
1:02:38 Like, who’s the no frills version of what it is
1:02:40 that you guys do?
1:02:41 And in the beginning, I was like,
1:02:42 okay, let me try to find some people
1:02:44 that kind of know what they’re doing
1:02:45 and send them their way.
1:02:47 And they would always come back to bite me in the ass.
1:02:49 And they’d be like, hey, you recommended this person
1:02:51 and they just murdered my money, right?
1:02:54 So, and so I just decided then I was gonna write
1:02:57 like a playbook to help those people
1:02:59 to get them to a point where they may not be ready right now.
1:03:01 But let me give them this stuff for free.
1:03:04 Let me literally no holds barred,
1:03:07 give them exactly the playbook and not hold anything back.
1:03:08 And then maybe in the future,
1:03:10 they might come back as a client.
1:03:12 And if not, that’s completely fine.
1:03:14 So there’s a lot of people that just,
1:03:16 they go the opposite route.
1:03:19 And they go, let me build the yes, yes, no funnel.
1:03:21 And let me just make basically the book,
1:03:24 a sales letter for my core offer.
1:03:27 And so I was very conscious of not making that,
1:03:31 the situation, because I wanted to be something like,
1:03:32 books is interesting.
1:03:35 Books is not like a YouTube video of a real, right?
1:03:37 Like that book is gonna be around in some capacity,
1:03:40 hopefully long after I am gone.
1:03:43 So you really need to pour a lot of time and energy
1:03:45 to make it the best that you possibly can.
1:03:49 And so yeah, like I think that that’s the distinction
1:03:51 to make is that it’s not a bait and switch of like,
1:03:53 yeah, you buy the book and it’s just like,
1:03:55 I’m gonna hold back all the secrets.
1:03:58 Usually the secret 11 herbs and spices, baby,
1:04:00 you’re not gonna know them, right?
1:04:03 And you need to literally lead with your best foot forward
1:04:04 and do give them everything.
1:04:07 And then if they arrive at that decision,
1:04:10 they don’t feel like, okay, he’s giving me everything
1:04:13 but the secret little part that turns the machine on.
1:04:15 – Yeah, I think that’s a very good point.
1:04:17 Awesome, well, dude, thanks for coming on, man.
1:04:19 I knew I would learn some stuff about marketing,
1:04:22 but I also got some good life tips
1:04:23 and life wisdom out of this,
1:04:25 which is always a good thing for me.
1:04:26 So I appreciate you coming on.
1:04:28 Where could people find you or get more about you?
1:04:30 – It’s been a pleasure, thanks for having me on.
1:04:34 You can check me @subrisubi pretty much on all platforms.
1:04:36 And if you liked this, you can go to YouTube
1:04:37 and check me out.
1:04:40 – Awesome, thanks man, how ’bout this?
1:04:42 ♪ I feel like I can rule the world ♪
1:04:45 ♪ I know I could be what I want to ♪
1:04:47 ♪ I put my all in it like no days off ♪
1:04:51 ♪ On the road let’s travel never looking back ♪