Rudy Mawer: The Ultimate Direct Response Playbook for Scaling Multi-Million-Dollar Brands | E318

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0:01:36 I went all in with my personal brand and we did $25 million in three years.
0:01:40 Beginners actually need to learn some level of direct response because it’s what gets
0:01:43 attention and it gets people to click.
0:01:45 What are your best tips in terms of getting more leads?
0:01:49 One part of it is let me just add one more thing to help people there.
0:01:52 This was like a masterclass in direct response.
0:01:54 How do you get them to then move to the next level?
0:01:57 How do you get someone on a second date, follow up with them?
0:01:59 How can we increase our conversions?
0:02:01 99% of success with ads is…
0:02:24 Younger Profiters, welcome back to the show and I am smiling ear to ear because today we
0:02:28 have an amazing conversation with Rudy Moore.
0:02:31 Rudy is the direct response and paid ads king.
0:02:35 He knows everything about this topic and you guys know that I love to talk marketing so
0:02:39 I’m so excited for this conversation because Rudy really knows his stuff.
0:02:44 Now I’ve interviewed so many great marketers from Gary V to Russell Brunson and Rudy reminds
0:02:49 me of these folks so much because he just truly knows his stuff.
0:02:51 He’s responsible for so many celebrity brands.
0:02:55 He’s the genius behind it all and he’s so good at what he does.
0:02:59 He really knows the ins and outs of direct response marketing so I can’t wait to pick
0:03:03 his brain and we’re going to learn everything about paid ads, how to make converting ads,
0:03:08 how to use psychology, how to create great funnels, how to warm up our leads, the difference
0:03:13 between organic traffic and paid ads traffic and how we have to treat that traffic.
0:03:15 We’re going to talk metrics, we’re going to talk LTV.
0:03:20 Again, this is truly a masterclass when it comes to direct response so without further
0:03:25 delay because I seriously can’t wait for this conversation, here’s my conversation with
0:03:28 the men in red, Rudy Moore.
0:03:31 Rudy, welcome to Young and Profiting Podcast.
0:03:32 What’s up?
0:03:33 It’s great to be here.
0:03:35 I’m excited to be here too.
0:03:39 I feel like we’re going to have so many lessons for all of our entrepreneurs tuning in right
0:03:40 now.
0:03:45 Rudy, I was doing some research for the show and I found out that you have a goal of becoming
0:03:49 a billionaire and like me, even an entrepreneur since your teens.
0:03:54 So tell me, why do you have this big audacious goal of becoming a billionaire?
0:03:55 I get asked this question a lot.
0:03:59 I think a lot of people think, “Oh, why does someone need that much money?”
0:04:05 And I was explaining this yesterday to a friend, if you’re a pro athlete, say you play basketball,
0:04:06 your goal is to win the NBA.
0:04:10 If you’re a sprinter, your goal is to win an Olympic gold medal.
0:04:12 So I think to me, I’m very competitive.
0:04:14 I came from a sporting background.
0:04:21 If I’m in business, to me, the billion dollar mark signifies all the things that I want
0:04:23 to create in the world around business.
0:04:30 So impact, legacy, changing the world in a positive way, having amazing teams and products,
0:04:35 an international reach, all of those things are summarized by building a billion dollar
0:04:36 company.
0:04:39 And look, could it be worth $500 million and still do all those things?
0:04:40 Absolutely.
0:04:43 Could it be $4 billion or $20 billion and do all those things?
0:04:44 Yes.
0:04:48 Bigger goal of being the best version of myself, winning what I would class as like
0:04:52 the gold medal in the sport of business, an impact in the world.
0:04:58 I love the fact that there’s some intrinsic goals tied to that big billion dollar goal.
0:05:01 I think that’s really important so that you stay motivated.
0:05:05 So you’ve had an amazing career journey and you’re still really young.
0:05:09 By the time you were 26, you scaled your first multi-million dollar business.
0:05:14 By the time you were 30, you had four multi-million dollar businesses that you helped scale.
0:05:18 And now you’re known as this celebrity marketer for A-list celebrities.
0:05:22 You run ROI machines, which is a top direct response agency.
0:05:24 Can you just give us a high level of your career journey?
0:05:26 Like how did you get started in all of this?
0:05:28 How did you end up scaling businesses?
0:05:32 So I was typical kid in school, like buying and selling, hustling.
0:05:36 I actually got banned from selling in the playground when I was like eight years old, entrepreneur
0:05:38 my entire life.
0:05:42 When I was a teenager, I built one of the largest gaming communities in the world, built
0:05:48 my own websites, really got into tech right when computers were taken off 20 years ago.
0:05:52 Was eBay-ing, buying and selling on eBay, making thousands of dollars as a teenager.
0:05:57 Then continued my hustle when I turned 18, I became a personal trainer, but instead of
0:06:03 just working in a gym, I built my own website and ranked number one for SEO in my area and
0:06:08 built a bit of a personal training business, ran nightclub events, then started buying real
0:06:12 estate with all the profit I made from personal training.
0:06:17 So I bought a few houses as a student, rented them out to my best friends and all my college
0:06:18 friends.
0:06:23 So typical entrepreneur and then moved to America at 23, 24, made my first million within a
0:06:26 couple of years of getting out here in the fitness space.
0:06:29 Took that company to about eight million.
0:06:33 That led to an advertising agency where we were spending tens of thousands of dollars
0:06:37 a day on Facebook ads and social media ads, I think at our peak.
0:06:41 We spent up to $300,000 a day on social media ads.
0:06:46 And then, yeah, I’ve done a lot since, built a ton of companies, ran a 300 employee company,
0:06:52 built all these brands with celebrities and built our holding company, which now we have
0:06:56 a bunch of trainings and courses and celebrity brands.
0:07:01 What a wild career and you obviously are a person who really thinks outside the box.
0:07:04 You really believe that life is limitless and I think a lot of that had to do with your
0:07:07 upbringing and your parents, your environment.
0:07:10 So I found out that your parents were Olympians.
0:07:15 How does that really shape your perspective on life and entrepreneurship in general?
0:07:20 Someone asked me and I’m sure you maybe will ask at some point why the red and the red to
0:07:21 me.
0:07:25 When I started my personal brand, I’ve always been different and at my first time, remember
0:07:28 being different is if you know anything about England, they’re obsessed with soccer.
0:07:33 It’s basically their life and the success of the English soccer team or their own soccer
0:07:36 team, they support is going to dictate their happiness in life.
0:07:42 And I remember during the World Cup, the soccer World Cup, I decided to support Brazil and
0:07:44 Brazil knocked England out in the semifinals.
0:07:47 So I was very unpopular in school that day.
0:07:51 The teachers actually asked me to stay home and instead of staying home, I turned up later
0:07:53 that day in a Brazil shirt.
0:07:59 I think I got bullied all day and beaten up about 20 times throughout the day, but I’ve
0:08:00 always been different, right?
0:08:04 And I’ve always not been afraid to stand out and do my own thing.
0:08:09 And I think my parents gave me that not because they were financially successful, but my
0:08:13 mom was a gold medalist in triathlon and my dad was the Great Britain team manager.
0:08:17 So he was actually the manager of the Olympic team, the Great Britain triathlon team.
0:08:18 So I got to travel every weekend.
0:08:24 I was going to races around the world, hanging out with the best athletes in the world and
0:08:26 it really just showed me you can achieve anything in life.
0:08:28 You can be unique.
0:08:32 You can do whatever you want if you really believe in yourself and work hard.
0:08:38 I know when I was in my teens, like 18, 19, I worked at Hot 97 and I remember just meeting
0:08:40 a new celebrity every day.
0:08:43 I’d meet JLo, then Jay-Z, then Chris Brown and sometimes I’d be hanging out, having
0:08:47 dinner with them, going out with them and it made me realize that these are just normal
0:08:50 people and that anything is possible.
0:08:55 And so environment is so important and who you surround yourself is so important.
0:08:58 I know that you moved to America at a pretty young age.
0:09:00 You said 23.
0:09:03 You moved to Miami first or where did you first move to?
0:09:05 I was in a small town in England.
0:09:06 No one liked money.
0:09:12 I liked money and I would speak about money and trying to make a bunch of money and become
0:09:17 a millionaire and I remember my girlfriend at the time, she’d kick me under the table
0:09:19 if I was at dinner with her family or someone.
0:09:23 If you talk about money, it’s like you’re bragging in this terrible thing.
0:09:28 In England, in my city, the idea of success was you earn $100,000 a year and drive a
0:09:33 Range Rover and in Miami, it’s like every second person probably does that right.
0:09:37 So it’s just, I realized that was the wrong environment for me and all the big successful
0:09:42 people I followed, actually through podcasting and social media when it really took off like
0:09:44 what, 15 years ago?
0:09:45 They’re all in America.
0:09:47 So I was like, I’ve got to get there.
0:09:49 So I moved to Tampa, Florida.
0:09:53 I actually did a master’s degree in sports science, which was my first business because
0:09:55 it’s very hard to get into America.
0:09:58 So the easiest way was to do a master’s degree.
0:10:00 While I was there, I applied for a full long-term visa.
0:10:04 So I got an 01 visa, which is classed as an extraordinary individual.
0:10:09 So I had to submit evidence of my businesses and I had recommendation letters from some
0:10:13 of the biggest companies and celebrities and athletes in the world.
0:10:15 And that’s what allowed me to stay in America.
0:10:20 And so I grew a big office in Tampa and then last year opened an office in Miami, which
0:10:24 is what I’m sat in right now, just because it’s, you know, again, it’s a level up, right?
0:10:26 Tampa’s a level up from England.
0:10:31 Miami’s a level up from Tampa, more money here, more celebrities, more opportunity.
0:10:36 And so Rudy is sitting in a big red chair right now for everybody who’s tuning in.
0:10:38 He’s got an awesome studio, a nicer studio than I do.
0:10:41 And he just started podcasting.
0:10:48 So this big, shocking red color that you’ve plastered all over your office, your social
0:10:49 media.
0:10:53 You walk around with like a red furry coat, even when it’s not cold, right?
0:10:54 Yes.
0:10:59 So tell us why the red, why are you so adamant about the red?
0:11:02 And are you getting sick of the red now that it’s been a while?
0:11:04 I like gimmicks and I like being different.
0:11:08 So I’m not sick of the red because I like people when they laugh or make jokes about
0:11:13 me or comment in a friendly way, Rudy, I love the red, it’s great.
0:11:14 I like that stuff.
0:11:16 You know, again, I like to be different.
0:11:17 I’m not sick of it yet.
0:11:19 I will say I’m a big fashion.
0:11:20 I love fashion.
0:11:25 And so I have in my Tampa house, I have a whole wardrobe of designer, black jackets
0:11:27 and stuff that I can never wear again.
0:11:28 And it’s very sad.
0:11:32 And occasionally when I’m shopping, I see this awesome coat or jacket that’s black
0:11:33 or gray or blue.
0:11:37 And I’m like, oh, I wish I could buy this, but that’s the only downside.
0:11:39 But no, yeah, my whole office is red.
0:11:43 So we grew a 12,000 square foot office in Tampa, 50 staff.
0:11:44 Everyone had to wear red.
0:11:47 They got sent home if they didn’t come in uniform, which was red.
0:11:48 The whole office was red.
0:11:50 The Miami offices are red.
0:11:51 The brands are red.
0:11:52 The cars are red.
0:11:56 And people even ask me when I’m on stage, yes, my underwear is red, if you’re wondering.
0:11:58 So all in on the red.
0:11:59 All in.
0:12:00 What has that done for your brand?
0:12:03 How do you feel like it’s impacted your brand?
0:12:05 I would love to say I came in with this exact plan.
0:12:09 That wasn’t the case, but I think one thing that made me successful is I’m really good
0:12:13 at looking and learning and adapting and pivoting and then going all in.
0:12:15 So I started my personal brand.
0:12:20 Really when COVID hit, I really wanted to grow my personal brand in the business marketing
0:12:21 world.
0:12:22 I’d already done it in the fitness space.
0:12:24 I had a million followers there.
0:12:29 I’ve sold out events around the world, had a Facebook group, 60,000 members, and I saw
0:12:30 the power of it.
0:12:33 And so I was like, okay, well now I’m moving into the business space.
0:12:35 I’m going to do the same here.
0:12:37 So I brought someone in to run my agency.
0:12:42 I went all in with my personal brand and we did $25 million in three years just selling
0:12:45 courses, programs, coaching programs.
0:12:47 So we grew it super fast.
0:12:50 And I’m saying that because I think half of that is because I went all in on the personal
0:12:55 brand and the social and the organic and stages and all of that sort of stuff.
0:12:56 So it had a massive impact.
0:13:01 I don’t think I would have grown it to that amount so quickly without the brand.
0:13:04 But during that time, we were just getting feedback.
0:13:06 People were buying courses, programs.
0:13:10 I had this red backdrop, nothing as extreme as I’ve got now, but it was kind of similar
0:13:12 to this if you’re watching on video.
0:13:13 People loved it.
0:13:16 They were buying 20K masterminds saying I don’t even know who this guy is.
0:13:20 I just see his red ads everywhere and his branding’s on point and he clearly knows what
0:13:21 he’s doing.
0:13:24 Luckily, Touchwood in this industry, I do feel I know what I’m doing.
0:13:28 It’s not just a facade like half the industry we live in is.
0:13:32 And then I was going to events when COVID lockdown ended and all the friends that I’d
0:13:36 known for five years were like, “Dude, I love your branding now, like how you did this whole
0:13:37 red thing.”
0:13:42 So it just got more and more and more and I’m a very extreme person, which is sometimes
0:13:44 great and sometimes terrible.
0:13:48 So I just went all in, all my cars are red, I made all the offices red, I made all the
0:13:53 staff wear red and I played into it and now it’s very recognizable and I’m well known
0:13:54 for it.
0:13:55 Yeah.
0:13:57 The thing, the key thing is that you’re memorable, right?
0:14:02 There’s so many other influencers out there and you do have the knowledge to back it up
0:14:06 and the credentials to back it up, but the red just makes it memorable and makes you
0:14:11 stand out, whereas other people might have to be seen 10 times to be remembered, maybe
0:14:14 just once is all you need to be remembered.
0:14:16 So how can other people replicate this?
0:14:21 Like aside from picking a bright color, how can other entrepreneurs replicate this?
0:14:22 Let me bring it home for everyone listening.
0:14:25 It’s not about a color and a lot of people say, “Rudy, do I need to do a yellow?”
0:14:27 I’m like, “No, no, no.”
0:14:31 What I teach is you need, and I’m going to use this word, but I think everyone needs
0:14:32 a gimmick, right?
0:14:35 I’ve been fortunate enough to work with a lot of WWE wrestlers, some of the biggest
0:14:36 in the world.
0:14:41 I grew up watching and it’s been very cool, but the biggest lesson from all the wrestlers
0:14:46 is they all have a gimmick and the WWE, I think, became a billion dollar company because
0:14:48 it was so good at building characters.
0:14:52 You’ve got the Rock, you’ve got Hulk Hogan, you’ve got all these characters and they all
0:14:54 have these gimmicks, right?
0:14:57 And really, what a gimmick is in my eyes is something memorable, something that you
0:14:59 stand for.
0:15:03 It could be a brand message, it could be a color, it could be a technique, it could
0:15:04 be anything, right?
0:15:09 For me, I ended up going for the red and it was my favorite color and it means standing
0:15:13 out, but if you’re listening, what do people know you for?
0:15:14 What do they come to you for?
0:15:17 What are you the expert in, right?
0:15:21 And you’re a great example, like whenever I have anyone ask me about a podcast or they
0:15:25 want to get into this media space, I tell them to go find you and I’ve connected people
0:15:27 with you and sent a lot of people to you.
0:15:32 So I think everyone’s goal should be, how do I become what I call a category king or
0:15:37 an expert or a go-to person in whatever I do, right?
0:15:39 And that’s a really great first step.
0:15:43 I love that category king and I am, you’re right, I am the podcast princess, so that’s
0:15:46 a perfect example.
0:15:49 So I know that you are speaking of category kings.
0:15:52 You are the king when it comes to direct response marketing.
0:15:57 Also formally the king of, maybe still the king of Facebook ads, but that’s going to
0:16:00 be a question on our Facebook ads still relevant.
0:16:02 But talk to us about direct response marketing.
0:16:07 Entrepreneurs are listening to the show, but direct response is this complex word.
0:16:10 I don’t think people really know what it means, so break that down.
0:16:12 What is the definition of direct response?
0:16:16 Yeah, direct response marketing has been around for many years.
0:16:21 It’s like the underlying type of marketing behind a lot of big brands, okay?
0:16:24 And I think marketing, you can always split into two sides.
0:16:30 You’ve got more like organic branding, fluffy social media marketing and branding.
0:16:33 And then you’ve got what I call more hardcore direct response marketing.
0:16:37 And to give you an example, if you’re listening, direct response marketing is where it’s a
0:16:40 big promise or a big claim or it’s very clear.
0:16:46 It’s like lose 27 pounds in 27 days with this two-minute morning meditation, right?
0:16:50 That’s what direct response is because it’s a clear, hey, do this and you’ll get this
0:16:51 outcome.
0:16:57 Branding would be more this fitness influencer that talks about weight loss and has all these
0:17:02 different ads and social media content and something that they’re known for.
0:17:07 You know, eventually the goal of her brand is to build more like a Coca-Cola or a Louis
0:17:08 Vuitton.
0:17:11 Louis Vuitton doesn’t need to say, buy this handbag and everyone will think you’re rich
0:17:15 and famous and this is all the celebrities and it’s a status symbol.
0:17:17 That would be direct response for Louis Vuitton.
0:17:21 Louis Vuitton doesn’t need to do that because it’s spent 100 years or whatever building
0:17:22 a brand.
0:17:27 But when most of us start out, we’re not Louis Vuitton or Gucci or Coca-Cola or Nike as
0:17:30 much as we wish we were and want to be.
0:17:35 So I think more beginners actually need to learn some level of direct response because
0:17:40 it’s what gets attention and it gets people to click and it gets people into your world,
0:17:43 which is where you can then start impacting them.
0:17:46 So just to break it down, there’s direct response and there’s brand.
0:17:49 The other way that I think about it is direct response is like immediate, right?
0:17:52 You’re looking for immediate conversions, immediate leads.
0:17:55 Branding is more of like awareness, long tail.
0:17:59 You might get the leads later on, but it’s more about getting people familiar, getting
0:18:00 people warm.
0:18:04 So what are the main ways that people do direct response?
0:18:06 What are the main channels?
0:18:11 Any platform that you can advertise and get some sort of an instant reaction is great
0:18:12 for direct response.
0:18:15 So for me, I don’t do much in SEO, I don’t know much about it.
0:18:21 I think it’s a good background thing to run, but if I build a new website today, there’s
0:18:25 a very, very small chance that I’m going to instantly rank number one on Google for a
0:18:26 keyword.
0:18:31 But what I can do is build a website today, build a social media, Facebook and Instagram
0:18:35 handle and profile, and set up an ad and I can get genuine leads, customers and clicks
0:18:39 to my website that same day or the next day maybe.
0:18:40 So that’s the big difference, right?
0:18:42 And a lot of people say, really, well, what’s better?
0:18:45 It’s like asking what’s better, diet or exercise.
0:18:47 You kind of need both long term, right?
0:18:52 But you might start with one to really get going and then add in the second one and refine
0:18:53 over time.
0:18:57 So yeah, I think direct response, any social media platform where you can reach people
0:19:03 instantly advertising on Facebook, Google ads, YouTube ads, all of those LinkedIn ads.
0:19:08 And then most of the time you’ll see direct response more with cleared landing pages and
0:19:10 what we call in our world funnels.
0:19:15 I like to call them more like sales processes where there’s a clear angle, right?
0:19:19 Someone’s going to click that link on a social media ad, they’re going to give their email.
0:19:22 They’re going to get redirected to a five minute video.
0:19:25 And then at the end of the video, it tells them to book a sales call or it tells them
0:19:27 to buy a $200 product.
0:19:30 That’s more direct response.
0:19:33 Let’s hold that thought and take a quick break with our sponsors.
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0:24:53 When it comes to social media, would you consider actual social posts if there’s like DM retargeting
0:24:55 or many chat automations?
0:24:57 Do you consider that direct response as well?
0:24:59 Yeah, I think you’d definitely get into that.
0:25:02 What’s kind of weird and interesting, I’m glad you had this question because I wanted
0:25:06 to bring this up, is in the last five years there’s been this merger, right?
0:25:10 So five, 10 years ago, all I did was direct response because that’s how I learned all
0:25:15 of this stuff and I just ran ads and funnels and you didn’t even really need a brand.
0:25:20 But I really noticed about in my journey between five, 10 years ago, the power of the brand,
0:25:21 I saw it.
0:25:26 My own fitness brand, I saw it with the influencers I was working with and that’s why consciously
0:25:31 about four, five years ago, I’ve really made an intention, I’ve spent millions of dollars
0:25:36 building my brand because I saw the writing on the wall and I saw the future is going
0:25:42 to be powerful personal brands that also understand marketing and if you look at any
0:25:47 of the biggest brands in the world, the ones that are crushing it, especially the influencers,
0:25:48 they understand both sides.
0:25:52 They understand how to build a brand, how to build an audience, how to go viral and
0:25:54 then how to monetize it.
0:26:00 So for me, I’ve been heavily focused on the brand aspect and building organic brands.
0:26:06 So LinkedIn is one of my main platforms and I have a course and my agency is just inbound
0:26:08 leads from my brand.
0:26:10 I don’t ever have to do ads or anything like that.
0:26:14 For my course, at a certain point, we’re like, “Okay, let’s test paid ads.”
0:26:20 So we hired an agency, we spent $30,000, I sell out my course just organically.
0:26:24 But we were like, “Oh, let’s just double the amount of people in class and just do paid
0:26:25 ads.”
0:26:32 It really flopped, did not work at all and I think the reason why is because on social
0:26:37 media, people are so bought into me before they even think about buying the course.
0:26:41 They see my stuff, they attended my webinars, I give them so much value and when they’re
0:26:44 seeing me on Facebook, they have no idea who I am.
0:26:48 Even if they go attend a webinar, it’s still not enough to convert them.
0:26:50 So it totally tanked for us.
0:26:53 So talk to me about what I did wrong.
0:26:57 It’s so common and it took me a few years to really understand this in my agency and
0:26:59 see the difference.
0:27:04 So I now tell people straight up and you’re like an amazing case study if I had this conversation
0:27:08 with you, I would say, “Hey, when you go into cold traffic, you’ve got to realize it’s
0:27:10 like starting a second business.
0:27:15 So you can’t take everything that’s working now or your funnels and everything and copy
0:27:17 it over and run ads to it and assume it’s going to work.”
0:27:20 I wish that was the case, it would be easy if it was.
0:27:25 Sadly, it’s not because and you already answered the question as to why because people don’t
0:27:28 know like and trust you and that’s the amazing thing.
0:27:34 If you can pull off growing an actual genuine organic personal brand and tribe, the life
0:27:39 in business and marketing becomes way easier because you can throw up what I’ll call a
0:27:43 half baked landing page, a mini landing page, a bit of a headline, a bit of a sub headline,
0:27:49 a few bullets, a quick selfie video and you’ll get thousands of people buy because they love
0:27:50 you.
0:27:53 But then if you go and run that to Facebook as it just doesn’t work, right?
0:27:55 Again, everyone asked, “Well, which is better Rudy?”
0:28:00 It’s like, “Look, if you can build a brand and tribe and community for sure, go do that,
0:28:02 but realize that takes a lot of time, right?
0:28:06 And you’re also an exception, right, whether you know it or not, you know there’s a lot
0:28:08 of people that want to launch a podcast, they don’t become you, right?
0:28:12 So it’s really hard to become the next MrBeast, right?
0:28:17 It’s really hard to become a five, 10 million dollar business organically and it takes a
0:28:22 lot of time and that’s why I like ads because I think a lot of people, they don’t have the
0:28:25 personality for organic social.
0:28:28 When I meet them, I’m like, “You’re not going to film a video every day for the next three
0:28:33 years and pull this off,” but you could have a really great landing page and some influences
0:28:38 and you have an amazing supplement or whatever product and that could crush it for you.
0:28:43 So part of it’s knowing your personality, part of it’s knowing your goals and paths
0:28:47 and like most things in life, you can start with exercise and lose a bunch of weight and
0:28:52 eventually you’re going to say, “Well, I need to now really refine my diet to get even healthier
0:28:56 and fitter and get my six pack,” and you might start with diet and say, “Okay, I lost
0:28:59 a bunch of weight, but now I’m skinny and I really need to do some strength training
0:29:03 to look better,” so I’m going to add that in and it’s kind of the same for you.
0:29:06 You went, say, the diet route and you go, “Okay, well now to get to that next level, I should
0:29:11 add exercise too,” I went the exercise route and then I go, “Okay, well to go to that next
0:29:14 level,” I got to add the diet part in and there’s no right or wrong, it’s just two different
0:29:18 paths that join eventually when you get to a certain level.
0:29:23 So if I did want to try paid ads again, how should I do it differently?
0:29:25 What should I think about?
0:29:29 Easy way to understand paid ads and direct responses, I always teach people people are
0:29:34 selfish and if you don’t tell them the benefit or the outcome in a couple of seconds, they’re
0:29:38 not going to listen and that’s very different to if they’re a loyal fan because they’ll
0:29:42 listen to you for an hour, talk about your favorite color or your favorite restaurant,
0:29:43 right?
0:29:44 Because they love you.
0:29:47 So you’ve got to treat it like they have no clue who you are and they only care about
0:29:48 themselves.
0:29:53 So let’s run through it, tell me the outcome of this course that you were trying to sell.
0:29:58 So basically I was driving people to a webinar that I usually drive my organic following to
0:30:04 where I teach them a little bit and then I have some promo and sell a master class.
0:30:07 And what does the master class teach?
0:30:09 It’s a two day LinkedIn workshop.
0:30:10 Okay.
0:30:13 If they go through that, how’s that going to change their life?
0:30:18 I 10x their social media visibility and leads on LinkedIn.
0:30:19 Great.
0:30:23 So I would run everything reversed engineered from the final part, right?
0:30:26 So I would go in this webinar, you’re going to learn how to 10x your social media and
0:30:30 lead flow for your own business through LinkedIn and other social media platforms.
0:30:34 Here’s the case study of how I did it, here’s 10 of my clients do it, here’s the three things
0:30:37 you’re going to learn, three core principles in this webinar.
0:30:41 They attend the webinar, you teach the core principles and then you go, hey, these are
0:30:42 all the core principles.
0:30:46 If you want to go off and learn and implement these like I’ve done for the last five years,
0:30:48 now you know where to start looking.
0:30:51 If you want to just get my system where I’ve already put all these together and you can
0:30:55 just copy and paste it into your own business, click here to buy.
0:30:59 It has to start kind of reverse engineering a little, it has to be very intentional to
0:31:00 the outcome.
0:31:04 You’re already starting the first time they see you knowing, okay, this person is going
0:31:08 to teach me how to 10x my lead gen through LinkedIn.
0:31:11 And then you’re teaching through it and then it’s linked to the offer.
0:31:12 So that’s part of it.
0:31:17 And then you also just have to understand economically from a data standpoint, everything’s
0:31:18 going to be watered down.
0:31:23 So if you’re getting 50% of people showing up from warm traffic, you’re only going to
0:31:26 get 10%, 20% show up from cold traffic.
0:31:31 If your webinar was closing at 10%, it’s going to close at 4% to cold traffic.
0:31:35 It doesn’t mean it doesn’t work and it doesn’t mean it’s bad because yes, the conversion
0:31:41 rate’s lower, but you can now reach 6 billion people versus even if you’re the rock, you
0:31:43 can’t reach the entire world, right?
0:31:44 Organically.
0:31:46 But with paid ads, you pretty much can.
0:31:51 So that it’s more watered down, but your ability to reach people at 10x, so it kind of evens
0:31:52 itself out.
0:31:56 And what do you feel like is the best way to warm people up when they see your paid
0:31:57 ads?
0:32:00 So I had the strategy of bringing people to a webinar.
0:32:03 And to your point, I did get conversions, but everything was just watered down.
0:32:05 People attended less.
0:32:09 We even retargeted them on email because we had their email to try to keep warming them
0:32:10 up before the session.
0:32:12 But like, what’s your advice there?
0:32:17 Well, just to add to that, we literally have people book sales calls with a celebrity.
0:32:20 Then obviously the celebrity’s not on, it’s our sales team.
0:32:23 And a day later, they’re like, “What is this call about?”
0:32:27 So you’ve got to realize people click ads, put their email in, fill in a 12-question
0:32:32 application, book a sales call for the next day to work with blah, blah, celebrity.
0:32:37 Get on a call the next day and have no clue who it is or what they did, right?
0:32:39 You’ve got to realize cold traffic, it’s just a different game.
0:32:42 But it doesn’t mean you won’t find loyal people in it.
0:32:47 Like I built 60,000 people in my Facebook community, which were all buyers in my fitness
0:32:48 brand.
0:32:52 When I started through paid ads and they traveled the world to come to my events and they became
0:32:55 loyal fans that loved me just like you have them.
0:33:00 But it’s more of a diamond in a rough scenario and it’s a bit more of a volume game.
0:33:05 So yeah, you’ve just got to understand that you’re going to get a lot less people and
0:33:08 to answer the question about warming them up, there’s two parts to that.
0:33:12 Part number one is I always teach, make an offer and a funnel and a sales process so
0:33:17 good that they just want to buy anyway, even if they aren’t warmed up because the best
0:33:21 way to warm someone up is they have their credit card to you and now they pay attention,
0:33:22 right?
0:33:24 Because part of it is the trade for attention, not money.
0:33:29 So if you can get them to become a buyer of some sort, now they’re going to pay attention
0:33:33 and actually give you an opportunity to warm them up, right?
0:33:38 The other way to do it is, and this is where it blends organic together, is really growing
0:33:44 your organic, focusing on virality, focusing on content, running some ad spend behind it.
0:33:48 You take one video that got 100,000 organic views, well now let’s boost that at $10 a
0:33:54 day, take it to a million views and then target those 900,000 people that just watched that
0:33:58 video and you can set it to, hey, people that watched 75% of that video.
0:34:03 So now you’ve got 200,000 people that watched 75% of the video and now send them to the
0:34:04 webinar, right?
0:34:05 Will they still be cold?
0:34:08 Yeah, but will they be a little warmer than before?
0:34:09 Absolutely.
0:34:13 These strategies are so good and one thing that you just opened my eyes to is that my
0:34:15 masterclass is expensive, right?
0:34:17 It’s almost $2,000.
0:34:23 So my organic leads were willing to spend the $2,000 after a webinar but maybe for cold
0:34:28 traffic it needs to be like a $200 course, a $197 course.
0:34:32 Most of our stuff, we actually start at under $100.
0:34:35 There’s a big important psychology lesson here.
0:34:41 Under $100 psychologically, most people don’t need multiple decision-making processes.
0:34:43 They don’t need to review it multiple times.
0:34:48 As soon as you go over $100 and especially over $500 or $1,000, there needs to be multiple
0:34:53 touchpoints and multiple conscious decision-making processes involved.
0:34:57 Great way I explain this is, you know, when you’re lining up at CVS, Walgreens Grocery
0:35:02 Store to pay, have you ever saw on the side of the aisle where you’re in the line where
0:35:06 they say you can buy a TV here for $1,000 and then the other side, it’s like you can
0:35:11 buy a jet ski for $12,000 and then you can buy, you know, a new couch for $2,000?
0:35:13 No, you never see that.
0:35:14 Why?
0:35:17 Because it’s too expensive to be spontaneous, right?
0:35:19 But that’s what a lot of people are doing in their ads.
0:35:23 When they sell to cold traffic, they’re saying, “Hey, buy this $12,000 jet ski.”
0:35:28 It’s like I came here, I’m bored at work looking at my friend’s photos, I’m not ready
0:35:29 to buy a jet ski.
0:35:35 I try and start them low, get them in the ecosystem, and another easy analogy is, you’re
0:35:37 going to date before marriage, right?
0:35:40 When they’re a warm following, you can say, “Hey, you want to come on a week’s vacation
0:35:41 with me?”
0:35:45 If you went up to a stranger in the street or on a dating app and the first message was,
0:35:47 “Hey, you want to come on a week’s vacation,” they’re going to be like, “Who the hell’s
0:35:48 this?”
0:35:49 Right?
0:35:53 So, you’ve got to date a little and then you can elevate that process as a relationship
0:35:54 built.
0:35:58 Same psychology we’re dating, same psychology with the user journey.
0:36:01 I want to stick on this for a bit because I think it’s really important.
0:36:06 The importance of understanding that you need multiple products and you need to upsell
0:36:07 along the way.
0:36:10 So, give us an example of how you’ve done this in your business.
0:36:12 I call this the essential model.
0:36:17 I think most businesses need this and most businesses that are successful, they have
0:36:19 what’s called a high lifetime value.
0:36:23 So, they have multiple products to elevate people through, right?
0:36:26 And obviously, the exception, again, is maybe billion-dollar brands.
0:36:30 Louis Vuitton doesn’t sell something cheap, but most people that buy a Louis Vuitton
0:36:35 bag don’t walk around the shopping mall, have zero clue what that brand is and just go,
0:36:37 “Oh, I’m going to buy a $1,500 handbag.”
0:36:41 They’ve wanted a Louis Vuitton for three years because their favorite celebrities,
0:36:44 influencer, and older sister all had Louis Vuitton bags.
0:36:48 So, again, you’ve got to realize that psychology is different.
0:36:52 For most of us that aren’t Louis Vuitton or anything like that, we need these multiple
0:36:53 touch points.
0:36:57 For free content, we need opt-in-based content where people just give their email address
0:36:59 or phone number.
0:37:03 You want generally some sort of a lower ticket content, which is the first day you’re getting
0:37:05 them in the restaurant.
0:37:09 And then you need some content where they can start dating you, maybe move into the house,
0:37:12 which is what we call middle-tier content.
0:37:14 And then you want your high ticket content, which is when they’re going to get married
0:37:16 to you and have kids, right?
0:37:19 So, if you imagine it just like that, the easy way to understand it, right?
0:37:23 The first date is the first message on a dating app or whatever.
0:37:28 I saw 60% of people that meet these days are through dating apps now, kind of crazy.
0:37:33 But that first date is that first touch point, and then you just take people through this
0:37:34 journey.
0:37:36 I’ve been marrying everybody apparently.
0:37:39 I need such dating people.
0:37:43 The nice thing is you built a big brand where so many people want to get married to you,
0:37:47 but now you’ve said, “I want even more people to get married to,” and now you’ve got to
0:37:51 start over again over here, and you’ve just got to warm them up a little bit first.
0:37:56 Now, in terms of the ads themselves, what are your best tips in terms of getting more
0:38:02 leads, more conversions with psychology, copywriting, your images, your videos, things like that?
0:38:04 Let me just add one more thing to help people there.
0:38:08 A lot of people say, “Well, Rudy, I only have this $2,000 product.
0:38:10 I don’t want to make all these things.”
0:38:11 It’s like, “Whoa, whoa, whoa.
0:38:12 Slow down.
0:38:13 You already have everything you need to go backwards.
0:38:16 You take the $2,000 product.
0:38:20 In one part of it is this little thing that does this little problem.
0:38:24 You just take that one thing out of it and drop it earlier in the system.”
0:38:29 If we use LinkedIn as an example, maybe your $2,000 course helps them 10x, blah, blah,
0:38:33 blah, and maybe one of the 20 modules teaches them how to build the perfect profile.
0:38:37 Well, that becomes a $19 course by itself.
0:38:40 It’s one of the 20 things in the $2,000 thing.
0:38:41 You’ve already got the video.
0:38:44 You’ve already got the Loom video talking through the profile.
0:38:46 You’ve got this profile template worksheet.
0:38:49 Take those three things, $19 product.
0:38:50 You don’t need 300 pages.
0:38:54 In fact, nowadays, people want less content and a clear outcome.
0:38:59 Now, voila, you’ve already created the start of your ecosystem.
0:39:00 It’s very easy to do.
0:39:04 Even if you’re like a software company, like, “Rudy, my software is $2,000 a year.
0:39:06 I can’t split it out.”
0:39:07 Give people a free trial.
0:39:11 Give people access to one piece of the software that does one small thing.
0:39:14 Then, how do you get them to then move to the next level?
0:39:17 What are the tactics to get them to then move to the next product, the next product, the
0:39:18 next product?
0:39:21 How do you get someone on a second date?
0:39:22 Follow up with them.
0:39:23 You have to ask.
0:39:25 You have to ask, right?
0:39:29 You have to ask sometimes many, many times, especially if they’re in high demand, which
0:39:30 a customer is.
0:39:34 A customer sees 1,000 ads a day and 300 emails a day.
0:39:35 You’ve got to ask, right?
0:39:38 Yeah, you want to build a system.
0:39:42 Just imagine someone downloads a free program or let’s use this LinkedIn example.
0:39:46 They pay $19 for this perfect profile system that you’ve developed.
0:39:47 Great.
0:39:50 They’ve got their perfect profile, but now they’re left hanging.
0:39:52 You took them on the first date and they’re like, “Now what?”
0:39:56 They got their profile, but they don’t know how to get leads, how to post content.
0:39:57 Then you follow up.
0:39:59 You say, “Hey, I hope your profile’s going well.”
0:40:02 Now, the next step you’re probably asking yourself is how do you turn this into actually
0:40:07 getting leads, growing your following, and reaching more people through viral content?
0:40:11 We have a great one-hour presentation that’s going to take you through those three pillars
0:40:16 that will help you 10x your social media lead and through our LinkedIn system.
0:40:17 Register here.
0:40:20 They now register for the one hour and they watch it.
0:40:25 Now, maybe because they already liked you, they saw how great this profile training was
0:40:28 now this one hour, they’re a little warmer to buy.
0:40:30 You want to develop all these touch points.
0:40:33 It could, and I’m not saying there’s only one way, there’s hundreds of ways.
0:40:34 You want to text them.
0:40:35 You want to have a sales rep call them.
0:40:37 You want to send them to an hour’s webinar.
0:40:41 You want to send them to a 10-minute summary video of the webinar because half the people
0:40:46 will never have an hour to watch it, especially the most successful people, which are probably
0:40:47 your avatar.
0:40:48 They definitely don’t.
0:40:52 I’m never watching an hour’s webinar, but I might watch a five-minute summary video and
0:40:54 then say, “Okay, this looks good.
0:40:58 I’ll have one of my team book a call here and see what it’s all about.”
0:41:02 You want all these different touch points to follow up with and to send them into that
0:41:04 next stage.
0:41:05 So good.
0:41:06 Let’s get back to the question that I was saying.
0:41:08 How can we increase our conversions?
0:41:12 What are some hacks, tactics that you use?
0:41:16 First rule of ads that I love to teach, and it’s changed a lot since I used to be in the
0:41:22 ad manager all the time myself, 99% of ads now is nothing to do with the ad manager.
0:41:28 99% of success with ads is the creative, the hook, and again, the offer and also the link
0:41:29 to your branding.
0:41:30 Here’s why.
0:41:32 It’s very simple when you understand it this way.
0:41:36 If you’re Mark Zuckerberg, and your goal of Facebook and Instagram is you make money
0:41:38 from ads, that’s how that whole platform works.
0:41:40 That’s why it’s free for everyone.
0:41:44 You say, “How do we make it where everyone can run ads?”
0:41:50 His problem six years ago is ads were too complicated and everyone had to hire an agency.
0:41:54 He had a broken business model because his business model depended on agencies doing
0:41:57 their job and getting clients.
0:42:02 He goes, “How do I make it so simple that Bob the Builder doesn’t need to hire an agency,
0:42:06 Bob the Builder can open up his phone, click boost post, and start getting leads for his
0:42:07 building service?”
0:42:12 They’ve made it now that the AI is so good and the setup is so easy that pretty much
0:42:14 anyone can run ads.
0:42:18 The difference between a successful ad and a non-successful ad is airing else.
0:42:19 How good is the creative?
0:42:20 How good is the video?
0:42:21 How good is the first five seconds?
0:42:22 How good is the headline?
0:42:26 Do you know your avatar and your target and the right people?
0:42:30 Do they go to a landing page that actually does everything we just talked about and is
0:42:36 it an appropriate landing page, not trying to sell a $12,000 jet ski, is it selling come
0:42:41 and ride a jet ski for free, free trial on a lake or something like that, an event, something
0:42:44 that’s easier to get into?
0:42:45 I know that answers a bit out the box.
0:42:50 It’s not actually about the ad, but that’s a big mindset shift that everyone needs.
0:42:56 If you go create this viral video MrBeast style and go make 10 variations because not every
0:43:00 single one’s going to work and upload them in the ad manager, you’ll probably have more
0:43:04 success than hiring 20 different agencies to set up your ads with a crappy image that
0:43:06 doesn’t do much.
0:43:11 I think one of the mistakes that I made also with paid ads is that I didn’t start internally
0:43:12 first.
0:43:18 I hired this consultant agency and I wasn’t that involved.
0:43:22 What advice do you have for entrepreneurs in terms of their first campaign, paid ads
0:43:25 campaign, how involved should they be or should they not be?
0:43:28 I’ve had an agency for many years.
0:43:33 Having agencies can be great, but the problem with the agency model in general is a couple
0:43:34 of things.
0:43:38 You know your avatar, you know your copy best, you know all your creatives best.
0:43:44 Second problem is there is a big timeline between starting cold traffic, your journey
0:43:48 into cold traffic or advertising and finding success.
0:43:52 What I’ve noticed the problem with agencies is and customers, and this is no one’s fault,
0:43:58 this is just life in general, is that timeline to find success is probably like three to
0:44:03 six months if you’ve got a really good agency, good offer and good brand, and it’s probably
0:44:08 12 months if you have an average offer product and brand, which most people have less than
0:44:09 average or an average.
0:44:11 If you’re starting out, that’s just the truth, right?
0:44:16 Me and you, I’d say we have a great brand, but it would still take us three to six months
0:44:17 to find success.
0:44:22 If you’re paying five, 10 grand a month for an agency plus ad spend, you’re probably
0:44:27 not going to sit through six months of losing and failing and not finding winners to even
0:44:30 get to the part of success that it takes.
0:44:34 I launch a celebrity brand and I tell them, hey, if we crack the code in three months,
0:44:35 it’s great.
0:44:40 When I bring on clients in our coaching programs, I tell them, hey, in six months, if we crack
0:44:43 the code, that’s great because the first half of the year, it’s building the funnels that
0:44:48 offers the landing pages, all those steps, it’s split testing it, it’s starting to try
0:44:51 ads, it’s finding the winners.
0:44:56 When you’re looking for an agency, you want one that, A, understands the whole ecosystem,
0:44:59 everything I talked about, not just the ads.
0:45:03 If they only look at the ads and they don’t talk about your landing page and you’re offering
0:45:07 your creatives, probably not going to work unless you’re a genius on all that stuff.
0:45:12 The second thing is expectations, going into it, knowing that it’s going to take six months
0:45:15 to even find success and investing in that, right?
0:45:19 If you launch a podcast or you launch a YouTube channel, you don’t expect to be MrBeast next
0:45:20 week.
0:45:25 But for some reason, sadly, with ads, and probably everyone sees ads and sees it as successful,
0:45:28 you’ve got to realize it’s six, 12 months to get there.
0:45:31 It’s like looking at an NBA basketball player saying, how are you so good?
0:45:35 It’s 20 years of playing before you see them on the court.
0:45:40 I think it’s timeline, it’s expectations, and it’s finding an agency, a media buyer
0:45:43 that understands everything, not just the ads.
0:45:47 This was like a masterclass in direct response.
0:45:50 Next question on direct response, and then I want to get into some general entrepreneurship
0:45:51 questions.
0:45:52 What about the metrics?
0:45:56 Are there any certain benchmarks we should be looking at, certain metrics we should be
0:45:58 calculating when we’re doing this?
0:45:59 We track everything.
0:46:00 We have like a 12-page dashboard.
0:46:04 We have a 30-minute call every day in the morning at 9 a.m. Eastern.
0:46:09 My whole team going through every stat for every celebrity and for my own brand.
0:46:11 The metrics leave clues, right?
0:46:12 It’s kind of like blood work for the body.
0:46:16 If you’re sick and tired and you don’t know why, you get blood work and you find you have
0:46:19 a deficiency or a disease or a parasite or something.
0:46:22 I would say I’m like a world-class doctor, right?
0:46:27 Maybe after 15 years, I can look at someone even without blood work and say, “Oh, well,
0:46:30 because I’ve seen 20,000 people like you.
0:46:34 I think you’ve probably got this or this, but let’s get blood work to just verify it.”
0:46:40 If you’re not and you don’t have that experience, then all you have is the data to make decisions.
0:46:43 When you’re running ads to sell a product or a program, one thing that’s important
0:46:45 is your cost per click.
0:46:50 It’s going to vary between industry and country that you’re advertising in, but generally,
0:46:56 you want a $2 to $5 cost per click if you’re advertising in America to sell a product.
0:46:57 Now that’s if you’re selling a product.
0:47:00 If you’re doing it to boost a post, it’s going to be way cheaper.
0:47:02 Next is your click-through rate.
0:47:05 That’s how many people actually click it out of 100.
0:47:10 If you’re selling a product or a service, again, generally, you want this at around 1%.
0:47:14 If you’re getting people to download a free book or a tender webinar, that can maybe be
0:47:16 3%, 4%, 5%.
0:47:19 Then finally, it’s the landing page conversion rate.
0:47:23 How many people view the page and actually buy the product?
0:47:27 Generally, 3% to 5% is a great rule of thumb for cold traffic.
0:47:30 People that don’t know you, warm traffic, it’s maybe 10%.
0:47:33 It’s all going to vary dependent on the price.
0:47:34 How many people buy Lamborghinis?
0:47:39 Well, a lot less by them, but the ticket price is 10 times more than a Toyota.
0:47:43 We’ve also got to understand how that’s going to change from a basic level dependent on
0:47:45 price and volume.
0:47:48 The LTV in all of this matters a lot as well, right?
0:47:49 Yeah.
0:47:53 Lifetime value, an easy way to understand that is I say, “Who here has an iPhone?”
0:47:54 Okay.
0:47:55 Well, most of you have an iPhone.
0:47:57 How much are you going to spend on Apple in your lifetime?
0:47:58 Pause.
0:48:00 Think about a number for a second.
0:48:03 10, 20, $50,000.
0:48:06 Apple doesn’t make money on the first $1,000 sale.
0:48:08 It makes money for the next 30 years, right?
0:48:11 All the biggest and best brands in the world do that.
0:48:13 I even challenge people on stage.
0:48:18 I say, “Name me one billion-dollar company that only ever sells to you one time.”
0:48:20 I’ve never had anyone.
0:48:22 Someone told me one-time yacht companies.
0:48:26 I said, “Look, if you ever own a boat, it breaks all the time, so you’re going to be
0:48:30 paying that company for new parts and repairs, and every few years, you’re going to buy a
0:48:33 bigger yacht because your best friend got one bigger than you, so you’re going to be
0:48:34 upgrading that yacht.
0:48:36 You’re going to be buying all the ones.”
0:48:40 I don’t know one billion-dollar brand that only sells one time to someone.
0:48:42 I love that so much.
0:48:44 This was so, so valuable.
0:48:47 Where can people learn more about direct response specifically from you?
0:48:51 We have tons of free courses, programs, social media, Instagram.
0:48:56 Again, start on the social media, take some of the free content, then we have a lot of
0:49:00 options where we don’t make much money from it, all of these $20, $50,000 products.
0:49:05 Again, that goal, and this is very transparent, the goal there is to show you the value, show
0:49:09 you know what we’re on about, give you some quick wins, and then hopefully progress you
0:49:10 into our world.
0:49:14 Yeah, I would just start on social media, get some free content, see if you like the
0:49:15 red or not.
0:49:19 You might get sick of the red too quickly, but yeah, and look, there’s lots of great
0:49:23 podcasts out there, there’s lots of great other books out there on marketing.
0:49:27 The good thing about the world we live in today is the information is out there.
0:49:31 You’ve just got to learn how to digest it and then action it.
0:49:35 So we’ll be right back after a quick break from our sponsors.
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0:52:53 Yeah, fam, if you’re anything like me, you didn’t start your business to spend all your
0:52:55 time managing finances.
0:52:58 Budgeting, invoicing, and tax prep?
0:53:01 Not exactly the fun part of entrepreneurship.
0:53:05 My CEO, Jason, on the other hand, is great at finances.
0:53:09 But even he doesn’t want to switch between five different apps for banking, expense tracking,
0:53:11 and contractor payments.
0:53:13 We wanted a tool that could just do it all.
0:53:14 And guess what?
0:53:15 We found one.
0:53:18 And yes, it’s called “Found”.
0:53:23 Found is an all-in-one financial tool made for entrepreneurs and solopreneurs.
0:53:24 Found handles everything.
0:53:29 Business banking, bookkeeping, invoicing, vendor payments, and even tax planning.
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0:54:12 Found is a financial technology company, not a bank.
0:54:16 Banking services are provided by Pyrmont Bank, member FDIC.
0:54:24 Because core features are free, they also offer an optional paid product found plus.
0:54:29 So moving on to entrepreneurship, me and you have something in common where marketers
0:54:31 turn CEOs, entrepreneurs.
0:54:36 What has been some of your biggest challenges going from marketer to now scaling all these
0:54:38 businesses?
0:54:41 If you ask anyone that’s grown big companies, it’s the people, right?
0:54:42 It’s always the people.
0:54:48 I was lucky to become the CEO of a company with 300 employees for about a year.
0:54:54 And then I grew my own company to about a peak last year, about 110 people, which is
0:54:57 amazing and horrible at the same time.
0:55:03 But look, once you get beyond 10 or 20 people or staff, it moves from you doing everything
0:55:07 to you doing virtually nothing and just controlling the system, right?
0:55:11 You’re controlling the people, you’re checking in on the people, and you’re building the
0:55:13 systems and frameworks for success.
0:55:17 And if you’re someone like me and you, you’re also having to still be the face of the brand,
0:55:18 right?
0:55:19 You’re the one flying to the events.
0:55:23 You know, I landed at 2 a.m. last night from Los Angeles, right?
0:55:27 And I’m back on the morning call at 9 a.m. giving my updates.
0:55:32 So yeah, I think it’s the juggling the people and the systems and the frameworks while still
0:55:35 being the front facing person and growing the brand.
0:55:40 And what are some of the daily habits that you have that help you stay focused, productive,
0:55:41 motivated?
0:55:42 I train every day.
0:55:45 Right now, I’m actually training a lot because I’m training for an Ironman, so I’m training
0:55:46 twice a day.
0:55:48 I came from exercise background.
0:55:53 I’ve parked from a couple of years gap, I’ve exercised my whole life, and that’s a great
0:55:54 one.
0:55:58 I always start my day with sunshine, hence why I live in Miami.
0:56:02 But I do think there’s a big benefit to waking up naturally, getting a good night’s sleep,
0:56:07 and then starting your day with natural light, and there’s a lot of science behind that too.
0:56:11 I personally, and not everyone has to do this, but I personally, I fast as well.
0:56:14 I have great energy when I fast and just have caffeine in the day.
0:56:16 So that’s like my personal side.
0:56:21 On the business side, I’m very organized, so I do all my calls between 8 and 12.
0:56:25 And I have four hours of calls, which is a lot, but that’s literally how I run my entire
0:56:27 business and check in with all my departments.
0:56:32 And you got to remember, I have a big main company that does about 10 million a year.
0:56:36 And then I have like six companies with celebrities that are full companies I’m running.
0:56:41 So I know that sounds like a lot, but we’re actually doing a lot more than just one company.
0:56:47 And all those meetings are organized, structured, every project is broken down, every KPI.
0:56:49 So that’s how I run the meeting side.
0:56:52 And then I just delegate as much as I can.
0:56:53 I don’t check my own emails.
0:56:58 I have a Slack channel for it, and I have an assistant put anything important in there.
0:57:05 I have my managers responsible for key areas every Wednesday, actually just before filming
0:57:06 this.
0:57:09 I have an hour’s KPI call where I have my 10 department heads come on.
0:57:14 They all get six minutes each, and they all share the key KPIs that we’ve built within
0:57:15 that department.
0:57:20 So I know all my finances and all the celebrity finances and where all the money went that
0:57:21 week.
0:57:24 I see my sales teams and all their KPIs and close rate and revenue per call.
0:57:27 I see ad spend for every celebrity in my own brand.
0:57:29 I see total sales.
0:57:36 I see customer service and inbox, open rate and reply time per staff member and how many
0:57:38 emails per staff member.
0:57:42 And I see social media, how many shares, every postcard, views, every postcard.
0:57:47 Everything is broken down in that one and a half hours that I do on a Wednesday.
0:57:52 So I’ve built these systems to run things really efficiently and manage everything.
0:57:53 Amazing.
0:57:55 No wonder that you’re doing so well.
0:57:59 So my last question to you before we close this out is just general advice, especially
0:58:00 for my male listeners.
0:58:05 I actually am pretty unique where most of my listeners are male and they’re in their
0:58:06 thirties.
0:58:08 That’s why so many people want to marry you, right?
0:58:09 I guess so.
0:58:10 I guess so.
0:58:13 I mean, I have all these female podcast influencers.
0:58:18 All they’re following is like 99% women and somehow I’m mostly male listeners.
0:58:19 What’s your advice to them?
0:58:22 Because a lot of young males are actually struggling.
0:58:24 You are an anomaly.
0:58:27 There’s not that many young males like you.
0:58:30 There’s more women who are doing really cool stuff lately.
0:58:33 And there’s of course men who are crushing it.
0:58:36 But what do you have to say to the men out there who are trying to find their feet right
0:58:37 now?
0:58:42 Well, I’ll start by just and you ended that sentence when I talked about all my KPIs
0:58:44 and meetings and say, that’s why you crush it.
0:58:46 And I want to be very transparent.
0:58:47 I always am.
0:58:52 Yes, on paper, financially, business, I do very well, but guys, I get punched in the
0:58:53 face every day.
0:58:54 And the bigger you get, the worse it is.
0:58:58 I got two employees stealing from me that I’m having to sue right now.
0:59:01 I’ve had employees trying to destroy a business.
0:59:06 I have people trying to sue you for random things that you had nothing to do with.
0:59:12 You have a processor shut down because one of our celebrity brands changed bank accounts
0:59:15 and it froze $400,000 of my own money.
0:59:16 Yes, I love my life.
0:59:18 My businesses are amazing.
0:59:21 But entrepreneurs get punched in the face every day.
0:59:25 I think a mutual friend, Dave Meltzer, a good friend of mine, he said that the other day
0:59:30 when I was chatting with him and actually having him on my podcast and it’s so true.
0:59:34 I think especially if you’re trying to do big things, look, if you want a nice lifestyle,
0:59:40 I think the nicest lifestyles make 30, 40, 50 grand a month, one or two VAs.
0:59:42 If I ever wanted to retire, that’s all I would do.
0:59:47 When you go to my level, you get to 100 employees, you make less money than when I had 10 employees.
0:59:52 You have 10 times more stress, but I’m one of the few crazy ones that wants to win the
0:59:53 gold medal.
0:59:54 Right?
0:59:55 So it’s like risk reward.
0:59:58 You can just understand, like if you’re listening to this, you see all these people on social
1:00:04 media and I even know a lot of the celebrities, right, that I work with, it is always someone’s
1:00:08 trying to sue them for something stupid or it’s just like it’s never ending.
1:00:09 It’s life’s never easy.
1:00:13 I don’t think in the more extraordinary you try and be in life and the more greatness
1:00:18 or out the box you try and achieve, the harder life can become.
1:00:22 But I think having a purpose and a passion and a reason for doing all that gets you through
1:00:23 it.
1:00:27 And then I think also just managing your mind and brain, I’m very good at.
1:00:28 Like I don’t get stressed.
1:00:33 I understand that stuff’s happening because I used to game as a kid.
1:00:37 And so I see everything like a big challenge is like the final boss on the end of a computer
1:00:41 game level that you have to kill and then you get to go to the next level of the computer
1:00:42 game.
1:00:46 So a lot of it is your perception of reality and how you handle these things.
1:00:50 So if you’re listening to this, understand you’re probably going through a bunch of shit.
1:00:52 What else is it’s never going to end.
1:00:56 That’s called life, but how you perceive it, handle it and move through it is going to
1:01:00 dictate your success in life and then understand that I really do think most people can achieve
1:01:04 pretty much anything they want in life within reason, but they have to believe in themselves
1:01:09 and they have to work hard and they have to hustle and grind and never give up.
1:01:10 It’s hard work.
1:01:12 If you want to do big things, it’s going to be lots of work.
1:01:14 It means you got to work a lot of hours.
1:01:15 You got to wake up early.
1:01:20 You got to be disciplined and become an expert in what you want to do.
1:01:22 So Rudy, this was such an awesome conversation.
1:01:24 I feel like you dropped so much value.
1:01:27 I end my show with two questions that I ask all my guests.
1:01:33 What is one actionable thing our young and profitors can do today to become more profitable
1:01:34 tomorrow?
1:01:39 I actually think the good one is go work under someone that’s ultra successful.
1:01:44 If you go in time for six months or work under a study or even buy their courses and stuff,
1:01:49 you can take so much knowledge from someone that spent 20 years doing this, then six months,
1:01:53 you’ll be 10 times smarter and then you can go learn and implement that, make a bunch
1:01:54 of money.
1:01:56 That’s how I’ve always become successful.
1:02:00 Whatever I’m trying to master, I go learn from someone, whether I have to pay them or
1:02:04 back when I was younger, I would just go work for them for free or whatever just to be around
1:02:05 them.
1:02:10 So that would be probably, I think, one of the greatest hacks in life for advancing.
1:02:14 And what would you say your secret to profiting in life is?
1:02:19 Well, profiting in life, for me, it’s always reflection and trying to be the best version
1:02:20 myself.
1:02:23 So I break life down into five buckets.
1:02:25 So I have business and money.
1:02:31 I have my health, I have hobbies, I have family, and then I have friendship and my peers.
1:02:35 I’m yet to get to a point, I always say this, where I’ve mastered all five.
1:02:39 Generally I’m very good at getting three really good and then two of them start to drop.
1:02:41 And it’s like learning to juggle.
1:02:46 So I’m always reflecting on those five buckets and right now my health and training for this
1:02:48 Simon is one of the best it’s ever been.
1:02:52 But then one side slips and I’m like, oh, okay, so now I got to like figure this out,
1:02:54 fix this and get this going again.
1:02:59 So yeah, for me, it’s for profiting overall in life, it’s trying to juggle what I think
1:03:01 your core needs are as a human being.
1:03:06 And for me, it’s those five for you, it might be something different or you might lose one
1:03:07 of those buckets and add one.
1:03:10 But yeah, I think that’s a good framework to use.
1:03:12 Yeah, I love the analogy of juggling.
1:03:13 It’s so true.
1:03:17 It’s really hard to manage it all, but you just try to do your best.
1:03:21 So Rudy, where can everybody learn more about you and everything that you do?
1:03:25 Because I spent 10 years growing my brand, I’m easy to Google and I always teach people.
1:03:29 So one last tip as I leave you today, Google yourself because that’s what your customers
1:03:33 do in and check your own socials because that’s what they’re doing before they buy.
1:03:34 But Google me, Rudy Moore.
1:03:39 I have an Amazon TV show on Amazon Prime called 60 Day Hustle Instagram, Rudy Moore
1:03:42 Life, podcast Living the Red Life.
1:03:43 So you’ll be able to find me.
1:03:44 Just look for the red.
1:03:45 Amazing.
1:03:46 Rudy, thanks so much.
1:03:47 It’s always a pleasure.
1:03:56 Hey, guys, I think what really stood out to me in this interview besides just Rudy’s
1:04:01 red attire is how good he is at standing out from the crowd.
1:04:06 He’s mastered the art of being memorable and sometimes that is half the battle in the
1:04:11 branding game, wearing red all the time and having your entire staff wear red.
1:04:17 It may seem like a gimmick, but it gets people’s attention and standing out for whatever reason
1:04:21 makes a difference, especially when you’re playing in a very crowded market.
1:04:25 So always be thinking about what we can do in order to be remembered.
1:04:29 Is it a color, a slogan, dancing in TikTok videos?
1:04:35 If you were a WWE wrestler or personality, what would your trademark be?
1:04:39 Like Rudy said, the critical question is, what do people know you for?
1:04:41 What do they come to you for?
1:04:43 What are you an expert in?
1:04:48 What do you rule as a category king or queen or princess, in my case?
1:04:53 Rudy also has some advice for paid ads, which I personally have struggled to master in
1:04:54 the past.
1:04:56 They are difficult.
1:05:00 And when you go into cold traffic, he said, you’re essentially starting a second business
1:05:02 and it just takes time.
1:05:04 However successful you’ve been in other funnels.
1:05:11 So for example, my success organically, when it comes to paid ads, it’s a whole new ballgame.
1:05:16 But remember that people are selfish and you have to tell them upfront and in a few seconds,
1:05:18 how they will benefit from what you’re offering.
1:05:21 How is it going to change their life?
1:05:23 Start from there and then work backwards.
1:05:26 And once you get that first date, then ask them for a second one.
1:05:31 And if you need to keep asking them, as in dating and other areas of life, it’s awfully
1:05:32 hard to say yes.
1:05:37 If you’re never asked, thanks for listening to this episode of young and profiting.
1:05:39 I’m going to ask you something right now.
1:05:43 And if you listen, learned and profited from this conversation with the brilliant and very
1:05:48 red Rudy Moore, please share this episode with somebody who doesn’t want free marketing
1:05:52 and branding advice from one of the best in the business.
1:05:55 And if you did enjoy this show and you learned something, then drop us a five star review
1:05:57 on Apple podcast.
1:05:58 What did you learn?
1:05:59 Did you love it?
1:06:00 Did you like it?
1:06:04 If you tap every day, let me know in your review on Apple Spotify, wherever you listen
1:06:06 to your podcasts.
1:06:10 And if you prefer to watch your podcasts as videos, you can find us on YouTube.
1:06:12 I’m doing a lot more in-person video content.
1:06:16 So the channel is getting more and more engaging.
1:06:19 You can also find me on Instagram or LinkedIn by searching my name.
1:06:20 It’s Halitaha.
1:06:23 And I did want to shout out my amazing production team.
1:06:24 You guys are awesome.
1:06:26 Thank you for all that you do.
1:06:30 This is your host, Halitaha, aka the podcast princess, signing off.
1:06:33 [MUSIC PLAYING]
1:06:37 .
1:06:40 (upbeat music)
1:06:43 (upbeat music)
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