Latest / Ambitious Podcast / EP. 57: The TRUTH About Paid Ads: What Works, What Doesn’t, and What You’re Not Being Told

Transcript

EP. 57: The TRUTH About Paid Ads: What Works, What Doesn’t, and What You’re Not Being Told · Ambitious Podcast

• 0:08
  Are you somebody that has considered using ads for your
• 0:11
  business or maybe you are currently using ads for your
• 0:14
  business and you want to understand how to be able to
• 0:16
  leverage that to go to the next level?
• 0:18
  Well, whether you are completely new to paid advertising or
• 0:22
  you're wanting to learn more about it to expand your
• 0:25
  business, today's episode's going to be for you.
• 0:27
  Today we are joined by Mitch, who is going to discuss so many
• 0:30
  things when it comes to the relationship between organic and
• 0:34
  paid advertising. And it is part of the reason I
• 0:36
  wanted to have him on because he is not somebody who only is in
• 0:39
  the camp of just paid advertising.
• 0:41
  He also has a massive organic presence and can really help you
• 0:45
  today to understand the connection between the two.
• 0:48
  We're going to go over the reality of paid ads versus
• 0:50
  organic growth, talking about the common myths and
• 0:53
  misconceptions about what it actually means to run an
• 0:56
  effective ad and what ads look like today in today's marketing
• 0:59
  landscape. How to balance organic versus
• 1:02
  paid strategies to really help you to increase your reach on
• 1:04
  social media. The ad strategy fundamentals
• 1:07
  like understanding what is targeting, testing platforms and
• 1:10
  how all of those play a role in an ad success.
• 1:14
  The importance of building trust and relationships around your
• 1:18
  ads and how to do so effectively.
• 1:20
  And most importantly, if you are someone who's thinking about
• 1:22
  working with an ads agency, what you're going to want to consider
• 1:25
  and what you should expect when you hire them.
• 1:28
  So today I'm joined by Mitch. He is a seasoned entrepreneur
• 1:31
  and digital marketing expert that is best known for Barham
• 1:35
  Marketing, which is his agency, a full stack data-driven digital
• 1:39
  marketing agency. He's the founder and CEO and
• 1:41
  established a results driven agency that specializes in paid
• 1:44
  media, specifically Google ads, Meta ads, TikTok ads, and
• 1:48
  Pinterest ads. He also does e-mail, website and
• 1:51
  e-commerce marketing as well. He has innovative marketing
• 1:55
  strategy that he integrates with clients and he also has a 4A
• 1:58
  framework that is audit, analyze, assess and adjust that
• 2:02
  helps him to deliver tailored solutions to clients to get them
• 2:06
  really good ROI on their investments into paid
• 2:08
  advertising. He also is the Co host of the
• 2:11
  Hold My Beard podcast. You will see if you are watching
• 2:15
  today's episode how amazing his beard is.
• 2:17
  Where he discusses the. Latest marketing trends, tools,
• 2:20
  strategies and insights for fellow marketers and business
• 2:23
  owners to know. He is not going to leave any
• 2:26
  question unanswered. Today we went through so much
• 2:29
  when it comes to understanding ads and what those look like for
• 2:32
  you and for your business. And I will tell you I am
• 2:34
  somebody that has only leveraged organic growth in my business.
• 2:38
  So many of these were also questions that I myself wanted
• 2:41
  to make sure that I better understood and I got curious and
• 2:44
  unraveled with him. So I can't wait for you to
• 2:47
  listen and dive in today. So without further ado, let's
• 2:49
  get into today's episode. All righty, you guys, welcome
• 2:52
  back to ambitious. I'm excited for today because if
• 2:55
  you follow the beardpreneur on TikTok, you know what's about to
• 2:59
  happen, which is the fact that he is a plethora of knowledge
• 3:03
  about ads and also has the most epic delivery of that
• 3:06
  information. So today's going to be a blast
• 3:08
  because while obviously we're talking about paid ads today, it
• 3:12
  gets to be done in a fun way. And like, I love our calls.
• 3:15
  I feel like half of it is talking and education also
• 3:17
  broken up by interspersed of laughing.
• 3:20
  And so that's basically what you're going to get to witness
• 3:22
  today. So I am joined by Mitch.
• 3:24
  Mitch, welcome to Ambitious. Thank you for having me.
• 3:27
  Happy to be here. I'm excited.
• 3:29
  I'm excited to dive in too. I was just saying before we hit
• 3:32
  record that a lot of my audience and you listening are probably
• 3:37
  someone who's not currently using ads.
• 3:39
  And the intention today is to give you actual information so
• 3:43
  that you don't necessarily have to say, I'm never doing ads.
• 3:47
  I don't use ads for my business or I never see myself using them
• 3:50
  after meeting Mitch. And I've already had a lot of
• 3:52
  peers who did ads, had ads agencies, worked in companies
• 3:56
  who used, you know, ad freelancers.
• 3:58
  I get it because I was very much in the mindset of, like, I
• 4:02
  didn't like a lot of the people that I talked to who did ads.
• 4:05
  But then after starting to get behind the scenes of you and
• 4:09
  your business, it really opened my eyes to like, what it meant
• 4:12
  to work with someone who actually knew what they were
• 4:14
  doing, to be just transparent. And a lot of my peers feel the
• 4:17
  same way, Like I, you know, even my coach.
• 4:19
  George was like if I'm. Going to get my ads done by
• 4:21
  somebody. It's much now like that's just
• 4:23
  what it is. I'm like, yeah, because after
• 4:25
  you see what we're going to share today, I think your
• 4:27
  perspective's going to change a lot when it comes to paid ads.
• 4:30
  So I want to get right into it because obviously if someone's
• 4:33
  listening, they have no experience with paid ads.
• 4:36
  They see so much information about this online, like it's
• 4:39
  just everywhere breakdown. Like obviously you're somebody
• 4:43
  who uses organic marketing. Like you're on TikTok, you're on
• 4:47
  Instagram, you're everywhere, you've got YouTube, you've got
• 4:50
  podcast, but yet you run an ads agency.
• 4:54
  So I'm curious for you organic ads, like obviously there's just
• 4:58
  constant debate. What do you think about organic
• 5:01
  versus ads? Do you think you need both?
• 5:03
  Can you just leverage organic to a certain point because you've
• 5:05
  built a lot of businesses very big and have you always use ads
• 5:09
  to do that? Yeah, no, they, it's kind of
• 5:12
  funny because you'll, you'll run into some ads people that just,
• 5:15
  you know, all ads, ads, ads, ads all the time.
• 5:17
  And I used to be at that mindset for a long time too.
• 5:19
  But organic in ads actually play off of each other really well.
• 5:23
  So like, I mean, even in the clients that we manage, I can
• 5:27
  real world efficaciously tell you that we get better results
• 5:30
  with clients who are actually producing content and putting
• 5:34
  content out across multiple platforms.
• 5:36
  You know, it's those extra touch points.
• 5:37
  And so those also help feed into the ads and the amplification of
• 5:42
  you, your brand and your offer it it they they really go hand
• 5:45
  in hand. Got it.
• 5:47
  Because like with with someone doing that with ads, what are
• 5:50
  the different outcomes of maybe why clients who come to you use
• 5:53
  them? Because obviously for me and a
• 5:55
  lot of scaling conversations, I had somebody who said, you know,
• 5:58
  oh, I boost my posts and I'm like, that's not the same as.
• 6:02
  No, that's not the same if. You guys can see Mitch's face if
• 6:07
  you're listening breakdown. What is an ad?
• 6:10
  So like, I know it sounds like a simple question, but like, what
• 6:12
  is an ad for someone who may not be familiar?
• 6:14
  Because I think there's a belief that putting money behind a
• 6:17
  promotion, boom, it's an ad. Yeah, I mean, technically the
• 6:23
  boosted posts are a per Facebook, you know, and
• 6:27
  Instagram and TikTok ads. So really an ad in its simplest
• 6:31
  form is anything that's a sponsored post or a promoted
• 6:33
  post. However, boosting a post you
• 6:38
  give. So there's a lot of limitations
• 6:40
  to it. Like you're not able to like
• 6:43
  necessarily specifically pick the campaign type and the
• 6:46
  objective and the goal. And then, you know, like alter a
• 6:49
  lot of things and it costs more, especially with like, I don't
• 6:54
  know if this is worldwide. I know in the US, like Apple now
• 6:58
  tax on or Facebook now tax on a 30% premium.
• 7:01
  If you boost a post mobily, like so if you do it from your phone,
• 7:06
  you're going to pay a 30% premium on top of that because
• 7:09
  Apple takes their cut. So if you have an iPhone and
• 7:11
  you're boosting the post, you're paying 30% more than I am
• 7:15
  running it through the ads manager, running it through the
• 7:17
  ads manager, you know, Facebook ads manager and you run them on
• 7:21
  both Facebook and Instagram. And that's kind of something
• 7:23
  that people don't understand as well.
• 7:24
  You run Instagram ads through the Facebook ads manager.
• 7:28
  Like Facebook owns it all. So you hit WhatsApp, Messenger,
• 7:30
  Instagram, Facebook, the audience network, like a whole
• 7:34
  plethora of placements, everything that Meta owns
• 7:37
  through the ads manager. But you're able to actually pick
• 7:41
  an objective, which for most people like is going to be leads
• 7:46
  or sales, which is sales as e-commerce.
• 7:49
  Then we're able to optimize. Where do we want that to come
• 7:52
  from? We want it to come from
• 7:53
  messenger, Instagram messages, the the website on site forms,
• 7:58
  meeting Instagram or Facebook forms, or do we want purchases,
• 8:02
  add to carts, stuff like that. Then we can get you can get
• 8:04
  granular with your actual targeting, you know, demographic
• 8:07
  interest, look alike audiences, all that kind of stuff, which a
• 8:11
  lot of people, if you're already doing a lot of organic, like you
• 8:15
  can make a local like audience of your engaged audiences who
• 8:20
  like actually engage with your stuff and then run ads to those
• 8:22
  people because it goes out in mirrors those people who are
• 8:26
  already highly engaged with you. But then you make, then you're
• 8:29
  essentially make a post, But the goal is to, you know, get them
• 8:32
  to complete some action, which could be filling out a form to
• 8:36
  become a, you know, which is a lead.
• 8:39
  So we kind of do clients or something like that.
• 8:41
  Well, like even with those different avenues that you
• 8:43
  mentioned, like if you're trying to push to messenger, if you're
• 8:46
  trying to push to the website, is there a certain intention
• 8:50
  with the clients you work with that performs best?
• 8:52
  Like do you think if let's just most people who are listening to
• 8:55
  this are in the service area, if someone's wanting to use ads for
• 9:00
  their service for an agency coaching, consulting, maybe
• 9:02
  potentially, you know, a course or digital product, is there
• 9:06
  pushing to the site that's going to be more effective than
• 9:08
  pushing to social or kind of any Ave. that you think is going to
• 9:11
  perform best for that? Yeah, we see 99% of the time
• 9:16
  pushing them to an actual website to fill out a form
• 9:19
  performs better only in the sense and it's it really the the
• 9:24
  biggest difference is the sending them to a page, they're
• 9:27
  deliberately filling it out, right?
• 9:29
  Like they actually have to fill it out versus Messenger or
• 9:32
  Facebook. Instant forms traditionally
• 9:35
  brings quantity, but 80% of those will be people that will,
• 9:39
  I kid you not, say I didn't fill out this form.
• 9:41
  How'd you get my information? And you're like, bro, you had to
• 9:44
  actually type things in how how did you not like I don't.
• 9:48
  Understand. Yeah, it's really silly, but,
• 9:53
  you know, And so sending them to an actual page, a landing page
• 9:56
  with a form, you know, and obviously the more difficult the
• 9:59
  form is to fill out, you can make it too difficult.
• 10:01
  But the more complex the form is, the more information you
• 10:03
  gather, you're going to weed out tire kickers and stuff.
• 10:05
  But there's just so much more intention.
• 10:08
  It's higher quality, There's higher intense with people
• 10:11
  sending to a page. So that's kind of, yeah, where I
• 10:13
  stand on those two. I'm, I'm big on pages like it's,
• 10:17
  I will not run Facebook forms if somebody wants to, I'm like, OK,
• 10:22
  cool. Like we can, but I must set your
• 10:24
  expectations. 80%, like 8 out of 10 leads that you get through
• 10:27
  forms are going to be just trash.
• 10:30
  They're not even going to know that they even filled out the
• 10:32
  form. So now you're paying for that
• 10:34
  versus I can get you double that at least by going to a page.
• 10:37
  Which I can definitely, by the way, guys like a test tube
• 10:39
  because when I was a closer, I remember all the people that I
• 10:42
  would close came from paid ads and many of them were like,
• 10:45
  sorry, who are you? What do you do?
• 10:47
  And I was like, so like, I had to then get them up to speed on
• 10:51
  the phone, which at that point is way too late, get them up to
• 10:53
  speed on who I was, and then also somehow simultaneously try
• 10:57
  to convert them into like a $20,000 offer.
• 10:58
  So definitely I will say it's to his point of, you know, tire
• 11:04
  kickers is a common term you're going to hear people say,
• 11:07
  because really what it means is that you're getting people
• 11:09
  coming through who are really not up to speed in any way on
• 11:13
  you or your offer or wanting to invest.
• 11:15
  And then they get to the end of the finish line to interact with
• 11:17
  you and you're frustrated because you're like, they're not
• 11:19
  quote UN quote qualified. And that's because the steps
• 11:22
  prior to that didn't qualify them in the process.
• 11:25
  And I'm wondering with ads, because I feel like to your
• 11:28
  point of like their sponsored posters, boosted posts, the 30%
• 11:31
  markup is wild. Like just hearing that I'm like,
• 11:34
  OK, done, no boosted posts. So that makes sense.
• 11:37
  But I'm wondering, you know, when it comes to an ad itself,
• 11:42
  there's so much that goes into it in the sense of the media,
• 11:46
  the copy, all of the targeting in the back end of the data of
• 11:50
  all of it, assessing that, making tweaks on it.
• 11:52
  And I would imagine for an average person who's thinking
• 11:54
  like, I'm going to go into ads, they have no idea where to
• 11:57
  start. Because when you're somebody
• 11:58
  who's leveraged organic, you have this ability, as obviously
• 12:03
  even you and I both do, of just, you know, if I could be candid,
• 12:06
  like throwing shit at the wall and be like, OK, that works.
• 12:07
  That didn't move on, but I think most people's belief when it
• 12:12
  comes to ads, like, yeah, I'm paying to throw things at the
• 12:14
  wall. And so I'm wondering when it
• 12:17
  comes to all the aspects of what goes into an ad, what does that
• 12:21
  look like? Because if you're marketing on
• 12:23
  TikTok, is it just pushing out the TikTok that already did well
• 12:26
  and revamping it? Because obviously as you're
• 12:28
  talking adds to a warm audience that contents going out.
• 12:31
  So that I'm thinking if you take content that's doing really
• 12:34
  well, you could push out to a cold audience.
• 12:36
  But does an audience being cold, IE don't have any idea who you
• 12:40
  are, Is it going to work as well?
• 12:42
  So what are the elements that allow, in your opinion, ads in
• 12:46
  this current moment? Because I know it's constantly
• 12:48
  freaking changing what allow ads in this moment as we record this
• 12:52
  to do well. That's a good question.
• 12:56
  I mean, it, it's yeah, it's literally changes almost daily,
• 13:01
  it feels like. And maybe just.
• 13:02
  As a side note for someone who doesn't know why it's changing,
• 13:04
  how would you explain why it's changing in the sense of why is
• 13:07
  it constantly? Always being updated, yeah.
• 13:10
  I mean, the algorithm's changed non-stop.
• 13:12
  They're all, I mean, especially on like the Meta side.
• 13:14
  Meta's trying to catch up to TikTok.
• 13:17
  But I will say that like TikTok ads are a whole different beast.
• 13:21
  Like if you're just starting with ads, don't start with
• 13:24
  TikTok. It eats through creative.
• 13:26
  Like it's the cookie monster and you need like 7 videos at one
• 13:30
  time to put inside A1 ad set and then it's going to burn through
• 13:33
  them in a week or two. It needs to not look like an ad.
• 13:36
  I mean, it needs to be the most ugly ad you've ever made in your
• 13:39
  life. Life like horrible, like, you
• 13:41
  know, outside lighting, talking to the face to camera, but
• 13:44
  you're not trying to sell them. So they're all trying to keep up
• 13:47
  with TikTok and they're trying to catch up to Tik Tok's
• 13:50
  popularity that, you know, at least on the content side.
• 13:53
  And but when it comes to ads, I mean, for a lot of these, a lot
• 13:56
  of the probably the listeners, because you know, they're all
• 13:58
  going to be like service based and be doing content.
• 14:01
  If you want to at least test out running ads, you know, to your
• 14:05
  first question of like what, what do you even make?
• 14:08
  Like what do you do? You you're 100% right where you
• 14:11
  can like the first thing I would do is go through all your
• 14:14
  organic posts. Like what has gone the word
• 14:17
  viral is kind of like cringe to me anymore.
• 14:20
  But like what has got a lot of reach, a lot of engagement?
• 14:22
  What what even from your organic content?
• 14:25
  If you can trace it back and go, this piece of content that we
• 14:28
  put out brought in X amount of leads or X amount of sales.
• 14:32
  You could simply grab that post and run it to a local, like a
• 14:37
  people who are similar to your audience.
• 14:39
  So you, you, you run it to, to those people.
• 14:42
  So that that's kind of the simplest way.
• 14:43
  Another way is also just like literally going into the
• 14:46
  Facebook ads library and you just Google Facebook ads
• 14:49
  library. I said, I can't remember the
• 14:50
  URL, but you can look at competitors.
• 14:52
  You can look at an industry like you don't have to type in a
• 14:55
  business name. You can type in business
• 14:57
  coaching and it will populate all these ads that people are
• 15:00
  running that it associates with business coaching, let's say.
• 15:04
  And now you can go through and what you really have to pay
• 15:07
  attention to is the longer an AD has been running, the concept
• 15:10
  behind, the longer it's been running is the more likely it's
• 15:12
  actually producing. So again, some people will leave
• 15:16
  things running that aren't actually doing good.
• 15:18
  But you if you, you know, just kind of like review that way,
• 15:21
  but like really utilizing your organic content that that has
• 15:24
  worked, that has actually produced something, you know,
• 15:26
  that would be good to get in front of people to get them to
• 15:29
  take action. You could use other pieces of
• 15:32
  content that aren't, say sales or leads conversion based.
• 15:38
  And it was more kind of educational, top of funnel
• 15:40
  awareness, run those to the cold audience, Then grab that piece
• 15:44
  of organic content that did good converting people and run it as
• 15:47
  a remarketing campaign. I'm starting to nerd out.
• 15:50
  But then you run that as the remarketing to get them to fill
• 15:53
  out the form based on an action and how much of the videos they
• 15:56
  watched. And then the cool thing too is
• 15:57
  that as they interact with the ad now, they start seeing more
• 15:59
  of your organic content. So it takes like 20 touches at a
• 16:03
  minimum for people to take action on things.
• 16:05
  Especially the higher the ticket, the longer it takes.
• 16:08
  So really just to clarify for anyone who didn't catch what he
• 16:11
  said, really what you're saying is you can run ads to basically
• 16:15
  push out content to build your following top of funnel once
• 16:19
  they get in, then retarget them with the pieces that you know
• 16:21
  have created conversion once they're already in and use that
• 16:25
  to get them over the finish line instead of trying to get them
• 16:27
  over the finish line at the first action. 100% I mean,
• 16:30
  that's even how we do things in the e-commerce world.
• 16:32
  It's that, that, that top of funnel, as we call it, the cold
• 16:35
  prospecting campaign. I don't expect to get more than
• 16:39
  like a one to two times return. But it's the remarketing, which
• 16:43
  is where everybody will see guys like me showcasing the 5/10/15
• 16:48
  times returns. It's all remarketing campaigns
• 16:52
  because now they're warm, they've known like and trust us,
• 16:54
  and now we're saying buy my stuff.
• 16:55
  And then they're like, OK. I feel like, which for an
• 16:59
  entrepreneur, you know, Mitch and I have a shared belief of
• 17:02
  like loving to move very fast and have wins very fast.
• 17:06
  And so I'm thinking the idea of someone listening to this who's
• 17:08
  probably very like minded, who's like, what do you mean 20 touch
• 17:11
  points? I think that the, the belief
• 17:13
  that most people had right years ago was that I put it, well, at
• 17:17
  least the ads that I used to close from was literally add to
• 17:19
  landing page, fill out an application, get on a call, boom
• 17:23
  sale. Like it was just, it was this
• 17:25
  very easy, seamless process. And now because obviously that
• 17:29
  was years and years ago, but now because of what the social kind
• 17:33
  of, you know, ecosystem is, it's changed a lot.
• 17:36
  And so really, would you say that ads now are more
• 17:39
  leverageable for service based to build trust and to build
• 17:43
  community as the main intention not to have the conversion on
• 17:46
  the front end? Or do you think that there still
• 17:47
  is a place for that instant conversion get them on your
• 17:50
  application and moving? You're going to have the low
• 17:53
  hanging fruit. Who will do that on that first
• 17:55
  one, no matter what, even if it's not conversion based, like
• 17:59
  you can still put out the, and I'm not saying like you're,
• 18:02
  you're necessarily only have to amplify your educational content
• 18:05
  or, you know, stuff like that, but you don't have a strong call
• 18:07
  to action like let's say in the video, But that then that gets
• 18:10
  them into your ecosystem. And you're 100% right.
• 18:13
  I mean, 15 years ago when I started to do Facebook ads after
• 18:16
  I thought it was going to be a fad.
• 18:17
  I mean, there, there was not much competition there was it?
• 18:20
  Things weren't saturated on every platform.
• 18:23
  There's so much competition, barrier to entry to everything
• 18:26
  is so low. So you're fighting just a big
• 18:31
  crowd of people like you're, you know, you're trying to find your
• 18:33
  blue pawn inside of a bloody ocean.
• 18:35
  So leveraging that to get them into your community to then be
• 18:38
  interacting with you more to then convert at the back end is
• 18:41
  really how it works. And it, in my opinion, it, it
• 18:45
  all really changed with what I'm going to call the baby
• 18:48
  millennials and Gen. Z.
• 18:50
  We broke the mold for the traditional funnel, Gen.
• 18:54
  X, Boomers, totally different. Elder millennials, not so much.
• 18:59
  We kind of like tend to question everything and we were
• 19:02
  borderline Gen. X.
• 19:03
  But then you have your middle and baby millennials and then
• 19:05
  your Gen. Z's broke the entire funnel.
• 19:08
  And so now it is for sure. No, it's not even 7 touches.
• 19:13
  I mean, you'll have the rare outliers, but I mean like in
• 19:15
  what we do where we can actually see the customer journey and how
• 19:18
  many times they have to see you interact with you, you know, and
• 19:22
  it's really just see you, you know, to build that role like
• 19:24
  and trust it is 20 plus times out of minimum.
• 19:27
  And when you say Gen. Z broke it, in what sense?
• 19:31
  Just how they buy the consumer buying behavior with them in
• 19:35
  what I call baby millennials is it's a lot longer process.
• 19:38
  They question everything. They're suspects, you know, they
• 19:41
  need to really know, like and trust you because they're,
• 19:43
  they've heard, think about it all.
• 19:44
  In my opinion, they've heard all the horse stories from Gen.
• 19:47
  X, from boomers, from our grandparents, from our parents.
• 19:51
  And they don't want to get scammed.
• 19:52
  And they want to make sure that what they're going to get is
• 19:53
  legit. And let's be honest, money's
• 19:56
  tight. So they want to make sure
• 19:57
  they're spending their money at the right place.
• 20:01
  It's true. That's true.
• 20:02
  That's also a very important factor.
• 20:04
  I'm thinking as you're saying that about the traffic side of
• 20:08
  things, because I feel like the process that most people have is
• 20:13
  that they might think, OK, great, well then I'm just going
• 20:15
  to pump a bunch of cold traffic to my website.
• 20:17
  And what I'm curious about is, do you think that in what you're
• 20:22
  talking about, someone needs to adapt their business to be ready
• 20:26
  for ads to do what you're talking about?
• 20:28
  Because I'm thinking if someone is pushing a bunch of I don't
• 20:32
  know who you are traffic to, let's just say their site and
• 20:35
  their entire site has been built off of only catering to their
• 20:38
  warm audience, people who already have like no trust.
• 20:40
  There's nothing to really educate them on who you are.
• 20:43
  Like it's all just, you already know my offers.
• 20:45
  You already know about me. You already have that with me.
• 20:48
  When someone's wanting to integrate this like you're
• 20:50
  talking about, does that kind of mean they need to almost like re
• 20:52
  edit what they have to be like a good home for?
• 20:56
  A cold ad to be run. Oh, 100 percent, 100% because
• 21:00
  they don't, if they, yeah, if they land on your page or your
• 21:03
  website, I mean, it, it 100% needs to do more educating, more
• 21:08
  selling, more FOMO creation and really selling the future like
• 21:13
  this is, that's what we've really turned in.
• 21:16
  Like the things of that have really changed is, and there's
• 21:20
  still a lot of people that kind of gets, are stuck in the
• 21:22
  selling of features. So it's like, don't sell the
• 21:25
  features, sell the futures. So, you know, those
• 21:28
  testimonials, the benefits, like legitimate benefits.
• 21:31
  And if you can't figure out or think, well, what are the
• 21:34
  benefits, take your features and just simply flip them into
• 21:37
  benefits. And that's for programs, for
• 21:40
  services, for products. I mean, it's literally like,
• 21:42
  hey, you got a lifetime warranty.
• 21:43
  Take that and flip it into a benefit.
• 21:45
  Just don't. Don't run it as a feature.
• 21:47
  The reason I asked that is because you mentioned like
• 21:49
  timeline of results and touch points.
• 21:51
  And so, you know, obviously we've had conversations off
• 21:53
  recording and, and calls and stuff about people's
• 21:57
  expectations of results. And the reason I'm asking about
• 21:59
  the touch points and I'm asking about the editing of your
• 22:02
  business is because I think that there might be a
• 22:06
  misunderstanding of what happens with ads.
• 22:08
  Like I think sometimes people think they just turn on an ad
• 22:10
  and like, boom, I lit my business on fire.
• 22:12
  And like, you know, like money just starts flowing in.
• 22:15
  And I, I really think that obviously, you know, organic
• 22:18
  very well. You've built a lot of audiences
• 22:20
  on organic. It's important in my opinion,
• 22:23
  for people to understand that when you go into ads, you kind
• 22:25
  of have to prep yourself for that.
• 22:27
  Like you have to prep the business in the sense of the the
• 22:30
  landing pages, as you said, your applications for that, your
• 22:32
  sales process. And also recognizing the
• 22:35
  timeline that you need to get someone into something like that
• 22:39
  application. Because I could just so see
• 22:42
  someone who's doing organic thinking, OK, great.
• 22:45
  I'm going to go into ads. They toss you a bunch of money
• 22:47
  and then it's like, OK, great. Where's the money in the sense
• 22:50
  of like, where's the leads? But to your point, if they have
• 22:53
  20 touch points, how do you guys as an ADS agency really help
• 22:59
  people to kind of trace the line of how things are performing?
• 23:02
  In the sense of if someone's wanting to see like the ROI of
• 23:05
  their investment? And also keeping in mind and
• 23:08
  setting fair expectation that there's an aspect here of touch
• 23:11
  points, how do we kind of correlate results with also not
• 23:15
  rushing the process that's ultimately inevitable for
• 23:18
  someone to even convert in the first place?
• 23:21
  Yeah, I mean, you, you touched you literally said one of like
• 23:24
  the biggest things that I do, which is a lot different than a
• 23:28
  lot of other not to like bash other agencies, but a lot of
• 23:30
  other ads people out there that are just, you know, sales guys
• 23:33
  and I will set or I try to and you know this to set very good
• 23:37
  expectations of like, OK, you've never run ads before.
• 23:40
  Great. So this is really the process
• 23:43
  that it's going to tip, you know, going to be is, you know,
• 23:45
  like we got to have the landing pages and everything's going to
• 23:48
  has to be adaptable as well. Like just because you turn an ad
• 23:51
  on and start going to traffic, you're not going to become a
• 23:53
  millionaire overnight. In rare occasions, things hit
• 23:57
  right away. Very rare.
• 23:59
  It's and if anybody tells you otherwise, they're just trying
• 24:01
  to take your money. But it it's, it's all
• 24:04
  data-driven. Like instead of feelings or I
• 24:06
  want or my brand, I'm like, that's cool.
• 24:09
  I appreciate what you feel and luck, you know feel, but like I
• 24:12
  have the numbers that show because we'll track.
• 24:17
  Let's say you even are running to a landing page that then has
• 24:21
  a form, then to a calendar. I will track all the way through
• 24:25
  to the calendar and see where people are dropping off.
• 24:28
  And then I can tell you, OK, we need to fix this.
• 24:31
  You know, so there's all this data that you technically, and
• 24:34
  it's not as scary as it sounds, but that you should be looking
• 24:37
  at because that will tell us the story of is this working and
• 24:41
  where is it broken? Is it the landing page?
• 24:44
  Is there something on the landing page that just doesn't
• 24:46
  resonate with people and they're not making it any farther?
• 24:50
  You can basically, I hate to use the 90 days, but like it's a
• 24:54
  safe bet to go into something that you basically it's like
• 24:59
  gambling or buying crypto. Don't do it unless you're OK
• 25:03
  with it. Possibly going to 0.
• 25:05
  You know what I mean? Like you, you might take 30
• 25:07
  days, 60 days. It's likely that 60 to 90 days
• 25:10
  for somebody that's really fresh because you're going to have to
• 25:12
  refine your offer. You're going to have to refine
• 25:15
  the actual videos you put out because there's that data as
• 25:18
  well. So there's a lot of changes that
• 25:20
  happen in them in in the middle of all this that somebody like
• 25:23
  myself is looking at the numbers and going, all right, I have the
• 25:26
  all these facts. And that's where we go back to
• 25:28
  the client and say, all right, looking at the numbers, this is
• 25:31
  what we need to do. You know, they're getting here,
• 25:33
  then they're going here, then they're going here, then they
• 25:35
  just stop. Well, this is the problem.
• 25:37
  So I think this is what we need to change, and then we change it
• 25:40
  and then we go again. Yeah.
• 25:43
  I mean, I, I, it's like links in a chain, right?
• 25:45
  And so it's like if you find, even with a normal sales process
• 25:47
  not even connected to ads, if you're finding there's a
• 25:49
  disconnect in the links of the chain of your sales process, the
• 25:53
  symptoms are always clustered typically in one area.
• 25:55
  It's like it's not going to be, as long as you have the data,
• 25:57
  difficult to find. And the reason I wanted to
• 26:00
  accentuate it is I think in the conversations I've had with a
• 26:03
  lot of people who are not doing ads, there's a big misconception
• 26:07
  that they just get to take with what they have right now, their
• 26:11
  existing website, existing offer, existing messaging,
• 26:13
  existing marketing, and just turn it up.
• 26:17
  And that's it like that. That's the approach of what ads
• 26:19
  do. And indirectly, obviously,
• 26:21
  technically, yes, it will increase the amount of inquiries
• 26:24
  that you have, but I think there's this aspect of tweaking
• 26:27
  and refinement that you talk about.
• 26:29
  And I know one of the biggest takeaways that I had of, you
• 26:32
  know, our initial conversations together were around the testing
• 26:35
  period of like how quick can you make changes and what that all
• 26:39
  looks like. Because the number one take away
• 26:42
  that I had when I talked to anybody about ads and even like
• 26:45
  started an ad conversations, which scared me to be honest,
• 26:48
  for anyone listening, it like made me poop my pants a little
• 26:50
  bit because they're like, you have to, you have to pay to
• 26:52
  play. And I was like, I don't
• 26:54
  understand. And the exact analogy that you
• 26:56
  just said, they're like, it's kind of like going to the casino
• 26:58
  with $100. You're not going to get very
• 27:00
  far. But like, if you have more money
• 27:02
  to play with, you ultimately have more opportunity to win.
• 27:06
  And so it's not to say you should just go and blow it all.
• 27:09
  Like obviously if something's not working, you usually want to
• 27:11
  re evaluate. But there's an aspect of this
• 27:14
  that is testing, like you said. And to be able to test, you need
• 27:17
  money to test. So I'm curious about testing
• 27:22
  someone's like, OK, I'm going to do ads.
• 27:24
  I've decided I'm ready to make these changes because I want to
• 27:26
  scale to the next level, but I'm freaking nervous because I don't
• 27:30
  know how do I know if it's going to work?
• 27:32
  How long is it going to take? What should I expect?
• 27:35
  And I know one of your things, which I love is that you're like
• 27:37
  aggressive on expectations because you're like, this is
• 27:40
  just the reality of what it looks like, right?
• 27:42
  Like it is anyone and I, and I agree with Mitch, anyone who's
• 27:45
  actually honest with the expectations, it's not going to
• 27:47
  sound sexy because it's actually in fact not sexy.
• 27:50
  But for marketing, it doesn't help a lot when you market like,
• 27:53
  hey, 90 days and it might not work the first time.
• 27:56
  Like it's not a real sell factor, right?
• 27:58
  No, no, not at all. But like, yeah, like it's not a
• 28:00
  very easy marketing factor, but for the clients that you serve
• 28:03
  it, it's appreciated because then when you go in, you're not
• 28:06
  feeling like something's wrong. You know, it's part of the
• 28:08
  process. So like, talk to us a little bit
• 28:11
  about testing. What does that look like?
• 28:14
  And also like the very real reality of how much money does
• 28:19
  someone need to have available basically ready to set on fire
• 28:23
  if they want to get into ads because really you can't be
• 28:26
  emotionally attached to it. You have to be willing to let it
• 28:29
  go in the pursuit of gathering information and data.
• 28:31
  A. 100% if if you're, and I don't mean this in a bad way,
• 28:35
  but like if you're in a position where you only have say a
• 28:38
  month's worth of money and lets us use the, you know, I always
• 28:44
  use the USA as example because that's where I'm at.
• 28:46
  So like at a minimum, and if you're running ads nationwide in
• 28:50
  the USA for any kind of business services, coaching, consulting,
• 28:54
  ecommerce, like their minimum is $3000 a month in just ads.
• 28:59
  Like, I mean, that's the minimum.
• 29:00
  And that's going to barely get us to squeak by into your point
• 29:04
  to spend enough to get enough data in three to five days to
• 29:07
  go. This is going to hit or this is
• 29:09
  not because it takes the algorithms about 72 hours to
• 29:13
  calm down South. Day one, they're like a kid with
• 29:16
  ADD running all over the place. They don't know what they're
• 29:18
  looking for. Day 2, they start to kind of get
• 29:21
  tired and calm down. And then day three, they've like
• 29:23
  mellowed out and now we go, OK, we got this data and then we can
• 29:26
  analyze it. But I mean, at a minimum, you
• 29:28
  have at least $3000 in ad spend. And if you hire an agency,
• 29:31
  there's always the management and investment fee that comes
• 29:34
  along with that. So you really good looking
• 29:36
  anywhere from probably, you know, six to seven, $8000 a
• 29:39
  month minimum to really kind of get things up and going and be
• 29:43
  able to spend enough to test, test the creatives, test the
• 29:47
  audiences. Because this is The thing is, I,
• 29:50
  I've, I've been starting to use the saying more or less like, I
• 29:52
  don't care about feelings. I do, but I don't because what
• 29:56
  Kate feels is going to work as an ad.
• 29:58
  I might feel like isn't going to work like an ad or that good as
• 30:02
  an ad. But what tells us works is the
• 30:05
  numbers. So it's very much F your
• 30:07
  feelings. The data's going to tell us the
• 30:08
  story and it, they literally will like it will tell us, you
• 30:12
  know, just all the different metrics will tell us what's
• 30:14
  going to work and what the trend is.
• 30:16
  So the more you spend, and that's not to say like throw
• 30:18
  $1000 and one day you're going to be great.
• 30:20
  No, no, no, no, no, no. Put like 60 to $100 a day and
• 30:23
  within three days, three to five days, you'll have enough data to
• 30:26
  be able to go OK, yeah, the CPM, the click through rate, are we
• 30:30
  getting leads? Are we getting purchases and
• 30:33
  everything in between. You can judge it.
• 30:35
  And then even looking at the video metrics of where people
• 30:37
  are dropping off, are they watching very far through?
• 30:40
  Are they not as all of those things play a role into that
• 30:44
  test? And then yes, to your point,
• 30:46
  being able to rapidly pivot, which is a big thing in our
• 30:50
  agency and why we do a lot of the creative now that have for
• 30:53
  like the last two years is it's, I want to be able to change like
• 30:55
  that. So if it's not working in three
• 30:58
  to four or five days or at least showing, then when I say
• 31:02
  working, I mean like there's metrics we're looking at.
• 31:04
  Yeah, movement in the right direction and not trending to
• 31:08
  OK. This is right on the precipice
• 31:10
  of starting to get more leads or starting to get more purchases.
• 31:14
  I want to change it out. I maybe it's an audience, you
• 31:17
  know, I've been sitting here talking about look alike
• 31:19
  audiences to your engaged audience to to your engaged warm
• 31:22
  customers or, you know, followers.
• 31:25
  It could very well because like we'll test that against
• 31:29
  interests against broad if we can find the that the look alike
• 31:33
  audience does horrible and then well, it's like, OK, cool.
• 31:37
  So now broad did really good. Well, broad it is because
• 31:40
  there's no one crystal clear black and white way to do any of
• 31:44
  this. I mean, it's I haven't, there's
• 31:47
  no. Blueprint.
• 31:48
  No, there's really not. Button and the money comes.
• 31:51
  In I wish it was kind of like that 15 years ago, but now it's
• 31:57
  really not. When that business comes out,
• 31:59
  we'll make sure to add a call to action, let you guys know.
• 32:01
  OK, so I want to take a quick little brief interruption from
• 32:04
  today's episode to let you know about something really exciting.
• 32:07
  And I want to 1st preface, there is nothing here that I have to
• 32:09
  sell you. This is about something that is
• 32:10
  entirely free that I think would be a massive support for you if
• 32:14
  you are someone who's loving all things Ambitious podcast.
• 32:18
  So we have created an absolutely incredible community that is
• 32:22
  called the Ambitious Network. This is really a place where
• 32:24
  coaching and masterminds meet high level networking of other
• 32:27
  women who were just like you. So a little bit of what you can
• 32:30
  anticipate. This is a place for you to grow,
• 32:32
  to connect, and ultimately to get the support that you need to
• 32:35
  elevate your business. And so some of the things you
• 32:37
  can anticipate inside #1 live Hot Seat Coaching.
• 32:40
  This is literally live coaching in the way that I would do
• 32:43
  inside of our masterminds, our different offers only inside of
• 32:46
  this community, entirely free. You'll also get the opportunity
• 32:49
  to get access to exclusive giveaways that are not available
• 32:51
  anywhere else. So these are things like
• 32:54
  giveaways of different books and resources that I'm obsessed with
• 32:57
  that have really helped me in my journey of business, but also
• 33:00
  things on a larger scale, like some of which have been six
• 33:03
  months of private coaching type of giveaways.
• 33:06
  So all of this to be said, massive, massive amount of
• 33:09
  resources being given inside and also trainings and resources,
• 33:12
  tools of frameworks and downloads and worksheets and
• 33:16
  master classes that are going to be things that will really help
• 33:18
  to take you and your business to the next level.
• 33:21
  Now, it's also not just about me.
• 33:22
  I have an incredible network and a community of other
• 33:25
  entrepreneurs who also want to give back to you if you've loved
• 33:28
  their interviews and their discussions on the ambitious
• 33:30
  podcast. So we have guests that are also
• 33:33
  providing resources in the community that will only be
• 33:35
  available inside the the ambitious network.
• 33:37
  But there's also the networking aspect.
• 33:39
  And this is a place for you to not Only Connect with other
• 33:42
  women about what's going on in your business, what's currently
• 33:44
  working or not working in today's current market.
• 33:47
  It's a place to share wins, but it's also a place to connect
• 33:50
  with me and get my feedback and support for you and your
• 33:53
  business. Now, all of that to be said,
• 33:55
  this is a, as I said, mastermind meets networking.
• 33:59
  And I really have created this as a community that I want to be
• 34:02
  something you've never gotten anywhere else.
• 34:04
  It's not this low ticket membership that you feel like
• 34:06
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• 34:09
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• 34:11
  And it's also not that Facebook group that you're inside of that
• 34:14
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• 34:16
  really want anything that's inside of it.
• 34:17
  It all feels surface level. We want to give you the ability
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• 34:26
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• 34:28
  If you want to go to the show notes beneath, you can click a
• 34:31
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• 34:33
  And if you also want to connect with me on Instagram, I'm also
• 34:36
  happy chat with you about it. So if you DM me the word
• 34:38
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• 34:40
  network for you and give you the link to get inside.
• 34:43
  So all of that to be said, I don't want to take any more time
• 34:46
  away from today's episode with. So without further ado, let's
• 34:48
  get back into the show. Yeah.
• 34:49
  Well, you talked about data and I think really the basis of
• 34:53
  there's a couple pieces there. There's data.
• 34:54
  And I wanted to clarify for anyone who's listening who's
• 34:56
  like, what is he talking about broad targeted?
• 35:00
  What do you mean by that? If someone's not familiar with
• 35:02
  the language of look alike audience, what is all that
• 35:06
  verbiage mean for someone who might not be as familiar?
• 35:09
  Yeah, this is, that's how, you know, I'm like nerd, I've been
• 35:11
  doing this forever. I just spit out acronyms and
• 35:13
  everything like. They're oh, I'm following.
• 35:15
  I just want to make sure that someone who's listening is like
• 35:17
  OK gotcha. Gotcha.
• 35:18
  No, 100% that's yeah. So but a look alike audience and
• 35:22
  it's it. I love look alike audiences
• 35:24
  because you can. What it does is you have this
• 35:27
  group of people from a seed audience, as we'll call it.
• 35:30
  So you have your people who've already engaged with your, you
• 35:33
  know, Instagram post, watched your videos, all these people.
• 35:37
  And so you tell Mehta, hey, put these guys into a circle, put
• 35:40
  them in a bag. When we like these people, these
• 35:42
  are the people that we want. Then you say, hey, a look alike
• 35:46
  audience, create another segment of people who mirror image.
• 35:51
  These people have similar interests, similar buying
• 35:54
  behavior, similar hobbies like your credit scores, income.
• 35:58
  Like, I mean, Facebook has so much data on us, it's like 280
• 36:01
  data points that they're going to go out and be able to create
• 36:04
  a very highly targeted mirror image of that core group of
• 36:08
  people. So in theory they should fall
• 36:12
  into or at least a good handful of them, and I mean more than a
• 36:16
  handful, but you know, a high percentage of them will fall
• 36:18
  into being able to take the action you want because they
• 36:21
  mirror image your already ideal customers that are engaged with
• 36:25
  you. Broad is no targeting.
• 36:29
  There's no like. So within Facebook ads, you can
• 36:32
  literally choose. Yeah, it was amazing 15 years
• 36:36
  ago. What what we could actually
• 36:37
  choose. Like, it was crazy.
• 36:38
  I mean, I probably could have targeted you specifically, but
• 36:43
  name starts with. AK last name with AK, yeah.
• 36:47
  Yeah. But anymore you can choose like
• 36:50
  what are like certain interests and they go from completely
• 36:54
  super wide, like fitness, like, oh, I'm into fitness or
• 36:58
  bodybuilding or business. You can target business owners,
• 37:03
  that exact word. You can target people who are
• 37:06
  admins of Facebook pages, you know, or owners of the Facebook
• 37:09
  pages. So these are like interests and
• 37:11
  you can go down to as granular as long as it shows up, you know
• 37:15
  what people are watching on TV, what influencers are they
• 37:18
  following, apparel brands? You can get pretty granular with
• 37:21
  it. And I could really be like.
• 37:23
  So cool and so terrifying all in the same breath.
• 37:25
  Like that's just, it's so interesting.
• 37:28
  Well, and the funny part to me is it's it, it terrifies people
• 37:31
  now in 2024 and well in 2025 or in 2025.
• 37:35
  But it like freaks I know talk about all these Gray hairs.
• 37:38
  Time just keeps going. But the what we could do now is
• 37:42
  nothing compared to what I could do 15 years ago.
• 37:44
  I mean, 15 years ago, I could target you based on how many
• 37:46
  credit cards you had down to exact storage that you go to
• 37:51
  within a couple. I, I could target one house.
• 37:54
  You know how many kids you had? Were you married?
• 37:56
  Were you single? Were you divorced?
• 37:58
  Were what was your credit score, your income down to the exact
• 38:01
  dollar? That was really freaky.
• 38:04
  So that's like the interest targeting side of things.
• 38:06
  And then broad is you don't put any of those in and all you
• 38:09
  really do. So say your customers are, you
• 38:12
  know, primarily female. So you change the gender to
• 38:16
  female because they have, you know, all men and women and you
• 38:19
  can change the age and that's really all you're messing with.
• 38:21
  And then you're just saying, you know what?
• 38:23
  Go out and find my people that resonate with this content and
• 38:25
  we'll click through. And sometimes that works right
• 38:28
  out of the gate, sometimes it doesn't.
• 38:30
  Again, it's just it's all testing, right?
• 38:32
  And that's why for a lot of times I will put those 3
• 38:35
  audiences against each other to see what really hits first.
• 38:40
  Right. And you were saying that you
• 38:42
  can't target nearly what you could years ago today.
• 38:45
  Why is that? Obviously security, I'm assuming
• 38:47
  by all these platforms that are like what information they're
• 38:50
  taking. Obviously the huge debate around
• 38:52
  TikTok and information that it's stealing, like there's an
• 38:54
  information ban, if you will, that is happening piece by
• 38:58
  piece, Is that the main kind of culprit that's causing you to
• 39:01
  not have what you used to have? Yeah, it's privacy concerns
• 39:05
  really. It started with Meta and did you
• 39:07
  ever hear about the Cambridge Analytica scan scandal?
• 39:10
  Sorry. Oh, you're missing out.
• 39:12
  There's a whole like documentary on this if y'all want to see if
• 39:15
  you're into marketing. It is both.
• 39:18
  There's it's a documentary. It's about Facebook on I think
• 39:21
  it was probably still on Netflix, but like, go watch it.
• 39:24
  Gosh, I can't remember the name of it.
• 39:27
  It'll come to me at some point and I'll just throw it out
• 39:29
  there. But anyways, Cambridge Analytica
• 39:31
  was a company, an analytics company based out of the UK and
• 39:35
  what they were doing marketing wise was both brilliant and
• 39:40
  evil. They managed to influence
• 39:43
  politics. They were behind Brexit.
• 39:45
  They were behind a small Caribbean islands that they
• 39:50
  influenced that election so much by manipulating the, you know,
• 39:54
  people. But they did this by scraping
• 39:57
  Facebook profiles and being able to get all this information.
• 40:01
  And then through the targeting, we were able to do hyper target
• 40:05
  by race, by gender, by sexual orientation and.
• 40:12
  When the whistleblowers came out, that's the first time
• 40:14
  Zuckerberg had to go in front of Congress and look like a robot
• 40:18
  and be like, Oh my God, I'm so sorry.
• 40:20
  That's when they started pulling everything away from us.
• 40:22
  So it's not because they think their algorithm is better.
• 40:25
  It's because he keeps having to go in front of Congress for
• 40:27
  privacy concerns. Google is, see.
• 40:31
  And Google, you want to talk about some crazy targeting on
• 40:33
  Google that nobody really knows about?
• 40:35
  Like I can get super granular on Google, but they've always
• 40:40
  played it cool. Just kind of behind the scenes
• 40:42
  and let Facebook take all the hits.
• 40:43
  And then yes, TikTok is of course the biggest privacy.
• 40:46
  TikTok is the most intrusive app we have on our phones.
• 40:49
  If people actually read the terms and conditions and stuff,
• 40:53
  it's reading everything like, and just like, if anybody's
• 40:56
  listening to this, please don't download DeepSeek onto your
• 40:58
  phone. It's reading everything like go
• 41:00
  record the privacy policy. I literally talked to some of it
• 41:03
  the other day. I'm like, imagine being the
• 41:04
  government and sitting there and being like, we're going to
• 41:06
  protect your privacy rights. Don't download the app and then
• 41:10
  seeing all Americans run to this other app that.
• 41:13
  Is clean. Monument, I was like, Oh my God,
• 41:16
  the people in the in the government must be like, what is
• 41:18
  happening? They're like, we're trying to
• 41:19
  take away TikTok and all the Americans are like right now.
• 41:24
  Yeah, I'm like, OK, imagine being that guy who's been
• 41:27
  working your butt off for like 2 years to make this happen.
• 41:30
  Being like seriously talking of platforms, I want to go back to
• 41:34
  data about platforms. I have a question on why you
• 41:36
  noted that. What platform for a service
• 41:39
  based business or maybe is it kind of just like all of it?
• 41:43
  Is there a certain way that you determine which platforms you
• 41:46
  are going to use for a client to help them to dive into ads for
• 41:50
  their business? Like most people obviously
• 41:52
  listening to this are on social media right now, probably have a
• 41:55
  website that they're driving all their organic traffic to and
• 41:57
  that's basically it. So how do you know which
• 42:01
  platforms to kind of consider when going into building,
• 42:04
  building out their approach or the strategy?
• 42:06
  Really comes down for us, the niche and industry of the
• 42:10
  business. So the simplest way to think
• 42:12
  about it is, is your business or niche something people are
• 42:18
  actively searching for and there's already a demand for it.
• 42:21
  So service based, you know, like that would be like your
• 42:24
  plumbers, your electricians, your roofers, you're likely
• 42:27
  going to have a better result on Google and you know, search.
• 42:31
  So that's where like search comes into play.
• 42:33
  But I mean, that's just like just search of Google and like
• 42:35
  say Bing, even though nobody really uses Bing, but like there
• 42:37
  are some people on Bing, But so you, you, they're already
• 42:41
  actively looking for it. Like you can put the majority of
• 42:43
  your money on the search platforms.
• 42:46
  Now, if it's something that you have to create demand for,
• 42:49
  create FOMO, get in front of people and really kind of
• 42:52
  educate and explain that's all social.
• 42:55
  And then like your YouTube side of Google is like in YouTube,
• 42:59
  such an underplayed platform or underused platform.
• 43:02
  And I can get really nerdy on that one.
• 43:04
  But I mean, you, you can hammer people on YouTube and get in
• 43:07
  front of them. And there's some really cool
• 43:09
  tricks that I can go into like never.
• 43:11
  But I'll just nerd out at some point.
• 43:14
  You told me to shut up. But that's like the simplest.
• 43:16
  Way Part 2, yeah. I'm like I've I've almost
• 43:19
  reached a few times to like share my screen because I just
• 43:22
  like want to share my screen and be like, here's how you do it.
• 43:24
  You know how I am. I'm I'm very teachy.
• 43:28
  I will say if you guys are not following Mitch on social media,
• 43:30
  you should be because this is the high level strategy that's
• 43:33
  taking everything in his body to do right now because he will
• 43:36
  give you everything if you need it.
• 43:38
  And it's all on his socials. So highly recommend going to his
• 43:40
  socials. Check it out.
• 43:42
  I wanna go back to data because you were mentioning, you know,
• 43:45
  Gen. Z and how they behave.
• 43:47
  And this is something that obviously you will be able to
• 43:50
  speak to not just from feeling of like, I feel like the higher
• 43:53
  behavior is different, but like, you actually have data that
• 43:56
  tells you, yeah, things are changing.
• 43:59
  Obviously you've been in this space for a long time.
• 44:02
  What has changed in the way people are buying or consuming
• 44:07
  or moving from ads in comparison to the way they once did?
• 44:11
  Because I feel like, obviously you, again, use organic for your
• 44:14
  business, too. Like, this is changing and
• 44:17
  shifting and organic as well. Like the actual buying cycle is
• 44:20
  changing. The way people are navigating
• 44:22
  making investments is changing. How are you seeing buyer
• 44:26
  behaviors change, especially when it comes to kind of the
• 44:29
  process from ads? It's gotten so much longer and
• 44:33
  isn't it ironic? Just kind of throw in there that
• 44:34
  like I'm the ads guy and build my business on organic.
• 44:38
  That's why I wanted to have you on because I'm like, who better?
• 44:42
  I was just saying this to somebody else.
• 44:45
  You can. It's always easy to be like I'm
• 44:46
  a TikTok expert, but you market nowhere else.
• 44:49
  Like if you have only that area of expertise, yeah, you think
• 44:54
  it's the best because you're not anywhere else in what you're
• 44:56
  doing. But the reason I was like, oh,
• 44:58
  it's it's got to be Mitch and absolutely nobody else because
• 45:00
  you're in you're on organic and you're in the ads world every
• 45:04
  day. And you know, the insurance and
• 45:05
  outs of what's working on both and also what can't happen on
• 45:09
  one or the other and why you need to have both options.
• 45:12
  So I'm just curious when it comes to like how people are
• 45:15
  moving, because I think it's important for anyone who's
• 45:17
  thinking about throwing money behind the ads for their
• 45:19
  business to scale that there's a good expectation around how you
• 45:24
  need to adapt to buyer behavior. But also just going in very
• 45:27
  aware of what the consumer is doing these days and how you
• 45:30
  kind of need to be receptive to that. 100% there.
• 45:34
  I mean, did the whole process of everything has been elongated?
• 45:38
  I mean, in I'm talking not even just from a service based, from
• 45:42
  a digital aspect, from coaching, consulting, all that.
• 45:45
  Like on the agency side of things, our sales process, you
• 45:49
  know, even two years ago, I want to say close to two years ago,
• 45:53
  agency side businesses were throwing money at me.
• 45:57
  I mean, and that's not to like brag, but it was literally like
• 45:59
  the closing process was like same day within a day or two.
• 46:03
  It's very much elongated. There's a lot more research
• 46:06
  going into things and that's even on the consumer side.
• 46:08
  So let's just say from a consumer or B to B or even B to
• 46:11
  C, like they're seeing your stuff, they're vetting you,
• 46:15
  they're vetting the brands, they're checking your socials
• 46:18
  are checking your comments. Are you engaging?
• 46:20
  Are you a scam? They're going to Google and
• 46:23
  looking for reviews there. I mean, there's a lot that goes
• 46:26
  into that and they have to see you more and more and more
• 46:29
  before they actually take action.
• 46:31
  And I'll give you a prime example.
• 46:32
  I mean, I wear nothing but Grunt Style.
• 46:34
  Kate knows this. And like that like the Grunt
• 46:36
  Style king. And I will still take multiple
• 46:41
  touches to buy a new Grunt Style shirt.
• 46:43
  Like it's not a knee jerk reaction then even data-driven
• 46:47
  wise. So that means those could sound
• 46:50
  like feelings. But from the data I can see with
• 46:54
  tools that we use, the actual customer journey, where they
• 46:57
  started, what the middle looked like, where they were and then
• 47:00
  where they ended and how many days it took, how many times
• 47:04
  they had to actually interact with your stuff by clicking.
• 47:08
  I only track clicks, not views. So I don't even know the views,
• 47:11
  but I'm sure there's plenty of them.
• 47:14
  And I have seen it take 27 days to buy a $21.00 T-shirt.
• 47:21
  I've seen it take 58 days to buy a $30 pre workout.
• 47:26
  And it was like 15 touches, 15 clicks.
• 47:30
  I mean that's that's just clicking between Facebook,
• 47:33
  Instagram, Google, TikTok. And then they finally purchased
• 47:37
  from like an e-mail. It was like holy moly.
• 47:39
  And that's the other thing too is it's like if you are running
• 47:41
  ads, also have some sort of like e-mail sequence set up if you
• 47:45
  can to where you know you're able to nurture through that.
• 47:49
  If you're running the lead, a lead magnet, definitely be
• 47:51
  nurturing because that's more touches you want to be
• 47:53
  omnipresent. So no trust.
• 47:57
  Basically, yeah. I mean if you I won't name names
• 48:00
  but there have been a plethora of scammers.
• 48:04
  Who you are? Yeah, if you're listening and
• 48:06
  you feel like is he talking about me?
• 48:07
  I probably am. It's you.
• 48:09
  It's definitely you. But no, there's been so many
• 48:11
  like scam companies. There have been companies that
• 48:13
  have closed up overnight on the, you know, agency side.
• 48:17
  I'll just talk about the agency side.
• 48:19
  There's a ton of what I'll call hucksters out there that really
• 48:24
  don't know 100% what they're doing and just kind of taking
• 48:28
  Meta's guidelines of, let's say, run an Advantage Plus shopping
• 48:31
  campaign and that's all you need to do.
• 48:34
  But they don't know the insurance and outs of how that
• 48:36
  actually works in the nerdy granularity and how much money
• 48:40
  it takes and how it's a whole ecosystem.
• 48:42
  Just like you're organic into ads as an entire ecosystem.
• 48:46
  So there's a lot of distrust everywhere.
• 48:49
  I mean, how many times people? Also being inundated with ads.
• 48:53
  Like there's it's I'll. Talk about what did I say the
• 48:56
  other day? So, you know, I really should
• 48:58
  get a sleep machine. I'm not sleeping very well these
• 49:00
  days. I need some silent moving water
• 49:02
  in the background. Sure enough, two days later, I'm
• 49:05
  like ads everywhere. I think it's also the fact that,
• 49:07
  you know, even on organic, we're being promoted to left, right
• 49:11
  and center. And even on organic, when you've
• 49:14
  invested in people you thought you could trust or that you
• 49:17
  thought were a smart investment, you've been screwed or in a
• 49:20
  product and then you've been screwed.
• 49:21
  And so I think that the trust is kind of just infiltrating
• 49:24
  everywhere. But I think there's an added
• 49:26
  layer obviously, because you don't have that like no trust
• 49:28
  with the person you're seeing the ad of a. 100%, absolutely.
• 49:32
  I think I'm meta and it well so Facebook and Instagram, it's
• 49:35
  every two posts. So you go through two posts that
• 49:38
  are organic. Then you see an ad Tik Toks
• 49:40
  about every 4-3 or four videos right now.
• 49:43
  So I mean it's you're seeing ads non-stop, you're seeing
• 49:46
  billboards, commercials, radio, podcasts, you know, I mean
• 49:50
  they're being sold to 24/7. So you got to be able to cut
• 49:54
  through the noise both organically and in ads.
• 49:57
  And that's where being authentic like eat your ads.
• 50:00
  If you go and run ads. That's why I talked about using
• 50:02
  your organic earlier 'cause like I mean really raw, authentic,
• 50:05
  organic. The times I have ran ads for
• 50:08
  like my Facebook course it, it was me outside by my truck just
• 50:13
  talking to the camera and you know, like, boom, it worked.
• 50:17
  It did really good. But it looked raw, natural,
• 50:19
  authentic. I was being me.
• 50:21
  People buy more from people and that's a big thing on the brand
• 50:24
  side. I, I know I'm kind of ranting
• 50:26
  and like probably getting way off topic, but one big thing
• 50:29
  we're seeing and I'm sure everybody sees is founder LED
• 50:32
  brands are doing really good because people want to buy from
• 50:36
  people that they like. Yeah.
• 50:38
  Well like I I have a peer who that has a massive business and
• 50:44
  their ad, the top performing ad is him walking around in his
• 50:47
  backyard. He's not crazy.
• 50:49
  On his on his iPhone, just like saying whatever he's saying and
• 50:54
  it's for a service based business.
• 50:55
  And I've talked to people who are clients who've said, listen,
• 50:59
  like, I don't want to do ads because like, I don't want to
• 51:01
  like, not have the curation, Like I really want to have it be
• 51:03
  like really refined and really dialed in And, and really, you
• 51:07
  know, curated, like it's just super over designed.
• 51:09
  And I know one of the things that you've, you know, mentioned
• 51:12
  to me is like, you almost have to fight the urge to like what
• 51:14
  you think you need to post versus what, as you said
• 51:17
  earlier, the data tells you. But I think sometimes brands
• 51:21
  have this belief of like, well, on organic, I'm curated
• 51:24
  everywhere. It works over there.
• 51:26
  Why can't I do it in an ad? But what you're saying is like
• 51:29
  brand wise, you may have to adapt to be able to get to the
• 51:33
  colder audience because they don't have that like no trust
• 51:35
  with you yet. 100% I mean, if you think about, let's use the
• 51:38
  Instagram feed as an example, everything is so curated on
• 51:42
  Instagram and my, my carousel posts are curated.
• 51:46
  My normal videos are not because it's, you know, my TikTok
• 51:49
  content. But if everything we see is
• 51:52
  curated, fancy, fancy, fancy for the feeds, you can stop the
• 51:56
  scroll and grab somebody's attention by having something
• 51:59
  that doesn't look as curated because now it says out of
• 52:02
  place. Oh, what's this?
• 52:03
  I might know this. Yeah, it's like a massive
• 52:05
  pattern interrupt A. 100%. Yeah, yeah.
• 52:08
  And as someone who's like hyper curated, it's interesting
• 52:10
  because even our business is being invited, shall I say, to
• 52:15
  change its ways because we know that there's so many people who
• 52:20
  are desiring, as you said earlier, authentic, genuine,
• 52:23
  kind of raw content. And it's actually really
• 52:26
  refreshing to hear that that's also happening in ads because
• 52:29
  ads used to be very highly produced in the sense of like,
• 52:32
  the videos of them were highly produced.
• 52:33
  There were scripts in them that were highly produced.
• 52:35
  And it was like a little movie montage years ago.
• 52:38
  And now, as I said, the person in their backyard on their
• 52:40
  iPhone, they send it off to their team and that's the ad.
• 52:43
  It's interesting as well because that allows you to adapt very
• 52:45
  quickly. Like you don't have this big
• 52:46
  production value that's needed to change the ad.
• 52:49
  You're able to just kind of take it and run.
• 52:51
  I wanted to circle back and I, I, I apologize if I'm poking the
• 52:55
  bear by asking this question. So you said there's some
• 53:00
  agencies that you're going to go work with that don't have an
• 53:03
  understanding of organic and they're just pulling, here's
• 53:05
  what Facebook tells you. So that's we're going to
• 53:06
  execute. As I said, someone listening to
• 53:09
  this probably has never done ads before.
• 53:11
  And so even for myself, most of my business has all been
• 53:14
  organic. And so I think for most people,
• 53:16
  I have the benefit of knowing people like yourself and having
• 53:18
  peers who do ads or have ads agencies.
• 53:21
  So I get to be Privy to a lot of conversations and knowledge, but
• 53:24
  most people don't have that ability.
• 53:26
  And so when you go to hire an ads agency, you're like, OK,
• 53:30
  cool, what was the return? Great.
• 53:32
  All these flashy returns I'm in. And so I'm thinking for the
• 53:36
  scaling business who has leveraged organic until now,
• 53:40
  thinking about getting into ads, hiring somebody.
• 53:43
  What do you even look for to vet?
• 53:46
  Because I feel like this is obviously same thing with the
• 53:48
  business coach space, right? Like there's everyone.
• 53:50
  I had someone say to me the other day, like, you know what,
• 53:52
  I'm not going to lie, I thought you were just another Instagram
• 53:54
  business coach, but you actually like know shit.
• 53:56
  And I'm like, thanks, guys. So yeah, you're actually a
• 54:00
  strategist. And I didn't know that it was
• 54:02
  going to be that way until I got in.
• 54:03
  But like, you just don't know, right?
• 54:04
  Because there's so many people out there who it's unfortunate
• 54:07
  to say, but it's just true, don't have a lot of care about
• 54:11
  the way they do business or their product or the
• 54:13
  expectations like you talked about earlier.
• 54:15
  So if I want to hire someone to do my ads and hire an agency,
• 54:20
  there just comes two parts to this.
• 54:21
  What do I look for? And then also, is it dumb to do
• 54:24
  your own ads? Because that's also something
• 54:27
  that I think most people will be curious about.
• 54:28
  Well I'm just going to DIY and try it myself and see what I can
• 54:31
  do. No great questions because
• 54:34
  that's I mean, and I get asked that all the times.
• 54:36
  How do you basically vet an agency?
• 54:38
  Like what should we ask? And I get these questions all
• 54:42
  the time. I mean, that's like so one, case
• 54:44
  studies and testimonials are big, but also understand and I'm
• 54:49
  gonna like give away industry secrets.
• 54:51
  Like we're not putting our bad case studies on the websites.
• 54:54
  But if when you're on the phone with somebody, like you can ask
• 54:59
  them like what, what do you do in XYZ situation when things
• 55:03
  aren't working? Like it's almost like it's
• 55:05
  basically a job interview, you know?
• 55:06
  So like looking for case studies, see that if they have
• 55:08
  them on the website, if they can send you any, even we've had to
• 55:11
  send out examples of ad creative that would that we made.
• 55:15
  So the business feels comfortable letting us make the
• 55:18
  creative. But then, yeah, throw different
• 55:19
  scenarios out there like how are you going to, you know, let's
• 55:22
  say nothing's working. What is your next steps?
• 55:26
  How do you analyze the ads? What are you looking for?
• 55:29
  If you've never done ads before, you don't know the right answer.
• 55:31
  But to a degree, and this will help people.
• 55:34
  We have this cool tool called ChatGPT.
• 55:36
  Go into ChatGPT. It will ask it, ask it a
• 55:39
  question. If my ads aren't working, what
• 55:41
  are the things that we should be looking at?
• 55:42
  So you'll have kind of an idea of what you should be listening
• 55:46
  for. Biggest red flag you will ever
• 55:49
  hear. If they guarantee results like a
• 55:52
  return or X amount of leads, run.
• 55:55
  None of us can guarantee it. We're not Mark Zuckerberg, we're
• 55:58
  not Eric Schwartz, we're not Bike Dance.
• 56:00
  We cannot guarantee. I can't even guarantee consumer
• 56:04
  buying behavior. So if there's a guarantee in
• 56:06
  there, please, please, please run because it's it's just
• 56:10
  impossible. Even if you come in as a multi 7
• 56:14
  figure business for me to go, yeah, no, 100% we'll get you a
• 56:16
  five times return. And that's the other thing.
• 56:19
  If they promise big returns, run because that's not a guarantee.
• 56:22
  Like it's that's just my always my biggest red flag.
• 56:25
  I'm going to throw a weird one in there age if they're 24 to
• 56:32
  12, if they're 12, run. If they're just this is going to
• 56:37
  sound horrible, but you know what I'm I'm going to stick my
• 56:38
  foot in my mouth. I find a lot of issues come from
• 56:42
  the younger marketers who you know, might be fresh out of
• 56:44
  college. They don't have any real world
• 56:46
  efficacious results. So like all my knowledge came
• 56:49
  from building my multi 7 figure businesses prior to the agency.
• 56:53
  So I know the pain points that y'all go through of spending
• 56:57
  money in needing it to work and needing it to work fast.
• 56:59
  So there is a bit of anxiety. There is like a good amount of
• 57:03
  like speed and expeditiousness that I want because I know that
• 57:06
  feeling. But age I think comes into play
• 57:08
  because you know, younger agencies, they're just going to
• 57:13
  do what Meta says that we're a lot of like what say Meta says
• 57:16
  or TikTok says we've tested and it doesn't actually work that
• 57:20
  well. So you find all those of us that
• 57:23
  are going against the grain have better results because we're not
• 57:27
  just doing what everybody else says.
• 57:30
  Every age has their own different value add that they
• 57:32
  bring to whatever in business. But I do think that there's an
• 57:35
  aspect to, of being able to have.
• 57:38
  It's like speaking to somebody who's been married for 50 years
• 57:42
  versus someone who's been married for one.
• 57:43
  Like it's just the reality is someone's been married longer,
• 57:46
  they probably have more insights and lessons and wisdom that they
• 57:50
  can bring to helping you with whatever your problem is.
• 57:52
  So like I, I think that makes 100% sense.
• 57:55
  It's. Like hiring an 18 year old life
• 57:57
  coach. I love you life coaches, but
• 58:03
  like in 18, you haven't been you haven't been through a lot.
• 58:07
  Can't coach if you're an embryo, you guys.
• 58:09
  This is true. What about when it comes to DIY?
• 58:13
  Because Oh yeah. There's that, there's.
• 58:16
  You know, obviously there's these beliefs of like, you know,
• 58:18
  you never delegate it until you understand it.
• 58:21
  And I will say, and again, I might put my foot in my mouth
• 58:24
  because it's the only thing I've ever said this about because I
• 58:26
  believe that about everything. I think you should always have
• 58:27
  to try and get in there with sales before you do it.
• 58:31
  The only thing is this is an area of your business that's not
• 58:35
  like you get to do that with things because it's your time.
• 58:38
  This is not time specific as much as it's money specific as
• 58:41
  well, which is like you could burn through cash in learning
• 58:46
  when you have no idea what you're looking at or.
• 58:48
  Work with somebody who's. Still maybe even burning through
• 58:50
  the cash, same amount, but it's going to give you a heck of a
• 58:52
  lot more insight once you go through that.
• 58:55
  But obviously, you know, there's some people who DIY.
• 58:58
  There's the opportunity to hire an agency and you know, maybe
• 59:01
  this kind of goes as well to a question that I have, which is
• 59:03
  like, how do you know when you should hire an agency and
• 59:06
  delegate your ads? Or like, should you try to, you
• 59:09
  know, do this on your own and kind of learn the skills and,
• 59:11
  and put in the reps? Yes, I kind of probably have a
• 59:14
  controversial thought or like opinion on that where I'm more
• 59:19
  in line with I think you should know how to do your ads at least
• 59:23
  enough like you know enough to almost be dangerous and that is
• 59:29
  strictly because then you know if.
• 59:33
  Someone else is doing it well. If someone else is doing it
• 59:36
  well, or if someone else is burning through cash and they
• 59:40
  just don't care or they're doing stupid things.
• 59:42
  That's not to say that, you know, get in the way of whomever
• 59:45
  you, you actually hire, but I think it's good because you, you
• 59:48
  have an understanding and then that leads into like, you know,
• 59:51
  when do you look to hire an agency for me?
• 59:56
  Once it becomes too much for you to handle.
• 59:59
  And usually that happens, you know, around like the 20 thirty,
• 1:00:03
  $40,000 a month size is like now you have a lot of ads, you're
• 1:00:08
  spending more on ads, they're burning out quicker.
• 1:00:10
  You're still trying to do too much.
• 1:00:12
  And that's like, all right, delegate it.
• 1:00:13
  But then we have a nice foundation to come into and you
• 1:00:17
  know enough to catch anybody that might be trying to pull one
• 1:00:20
  over on you. Right.
• 1:00:22
  Well, I'm also thinking in that too, what if someone is at a
• 1:00:26
  place like I know a lot and I mean a lot of seven and multiple
• 1:00:30
  7 figure businesses who have not touched ads.
• 1:00:33
  And so there's this constant debate of could I just go a
• 1:00:38
  little bit further with the organic and leveraging that and
• 1:00:42
  dialing that in? Or is like this the moment that
• 1:00:44
  I need to do ads? And I'm curious, like,
• 1:00:46
  obviously, you've built a lot of big businesses.
• 1:00:48
  Is there kind of a marker that tells you the organic has capped
• 1:00:52
  and we either can use ads to accentuate the organic or try
• 1:00:55
  like a totally different ad strategy that just kind of works
• 1:00:58
  at the same time as the organic? Like, is there a way for some of
• 1:01:01
  those bigger businesses to know that they've really capped out
• 1:01:03
  at where they are and like ads with the next right move?
• 1:01:07
  Yeah, I mean, the easiest, the easiest place for me to say is,
• 1:01:10
  I mean, obviously your your revenue, like your revenue is
• 1:01:12
  having a hard time growing. You're having to do more offers
• 1:01:16
  and promos and webinars and master classes.
• 1:01:19
  Or like if you're an econ, like your sales just aren't really
• 1:01:21
  growing anymore. And it's like, OK, yeah, you've
• 1:01:23
  tapped out the organic side, but then you can amplify it through
• 1:01:28
  ads. And for most people, whether
• 1:01:31
  it's, you know, service based, really any industry, if you have
• 1:01:35
  grown substantially through organic, there are likely low
• 1:01:39
  hanging fruit and money that is still on the table or sales that
• 1:01:42
  are still on the table in that warm audience.
• 1:01:45
  They just didn't see the content.
• 1:01:47
  Because we got to remember, not all content gets in front of all
• 1:01:51
  of your followers. TikTok doesn't get it.
• 1:01:53
  Like I have 60 something 1000 followers.
• 1:01:55
  I don't get 60,000 views, you know, some, some things, but
• 1:02:00
  like most of the time it's it, I'm not getting it from all my
• 1:02:02
  followers. Instagram's the same way.
• 1:02:03
  So there's people who were on the fence that now if they see a
• 1:02:07
  little more and there's an offer in front of them, might go, oh,
• 1:02:10
  so that's like an easy little bump, right?
• 1:02:12
  And doesn't take a lot of money to actually just do that.
• 1:02:14
  And that's kind of where I would say most people are probably
• 1:02:16
  listening to this like start there, like start there, get get
• 1:02:19
  those people who were ready, but then you just kind of fell out
• 1:02:22
  of their feed. Got it.
• 1:02:24
  OK, so obviously we've covered all the one-on-one of ads,
• 1:02:28
  understanding organic versus ads.
• 1:02:30
  We've talked about what you really need to be aware of, IE
• 1:02:32
  go to ChatGPT immediately to learn things before you hire an
• 1:02:36
  ads agency and obviously all of the things you want to keep in
• 1:02:39
  mind. What is the biggest mistake you
• 1:02:43
  see with people who go into ads? Like businesses that go into
• 1:02:47
  doing their own ads, Gosh, it's I, I would say the number one
• 1:02:52
  thing is just believing what the platforms tell you.
• 1:02:54
  It's not that they're out there to screw us over.
• 1:02:58
  It's just they're, they're not giving you the full information.
• 1:03:02
  So the easiest example is, you know, 22 examples would be the
• 1:03:07
  boost button, you know, like that, that just usually like
• 1:03:11
  doesn't do that well. And you have a 30% premium if
• 1:03:14
  you have an iPhone. But then also just like the reps
• 1:03:18
  and places will tell you to run Advantage plus campaigns, which
• 1:03:20
  I know at the real world takes $1500 a day to make these things
• 1:03:24
  actually successful. And then the platforms will tell
• 1:03:27
  you to like, and this is pretty common, running engagement or
• 1:03:30
  traffic campaigns. No, no, no, no, no, no, no, no,
• 1:03:33
  no. We're after leads or sales.
• 1:03:35
  The algorithms are literal. They will take what you say as
• 1:03:40
  black and white and what you pick and it will show the ad to
• 1:03:42
  people who are most likely to click a button if you run a
• 1:03:45
  traffic campaign. But if you run leads or sales,
• 1:03:49
  it rough shows it to people who are most likely to fill out the
• 1:03:52
  form and or purchase. So those are kind of like the
• 1:03:56
  easiest low hanging fruits. I mean, I live we literally
• 1:03:59
  onboarded a client to this morning before this.
• 1:04:01
  And I mean the person before us is doing nothing but running
• 1:04:04
  advantage plus campaigns. And I'm like, yeah, this is
• 1:04:06
  going to be easy to write this boat.
• 1:04:07
  Like, I mean, it's going to take a week.
• 1:04:09
  You're going to be shocked by us in the next week.
• 1:04:11
  Yeah, literally, you know. OK, so someone's listening to
• 1:04:16
  this and they're like, OK, like I'm, I'm curious, I'm
• 1:04:18
  considering, I'm considering ads.
• 1:04:21
  Where do they start if? You're going to do it yourself.
• 1:04:25
  I definitely shameless plug go look at all of my content.
• 1:04:29
  I'm literally showing people no. But actually, guys, yeah.
• 1:04:32
  Yeah, but I actually do because I'm literally showing like what
• 1:04:34
  we're doing behind the scenes. And I'm, I'm a big believer in
• 1:04:38
  just like, for lack of better terms, documenting.
• 1:04:41
  I mean, it's like, hey, and, and just giving, like I mean giving.
• 1:04:44
  So I not to keep plugging myself, but it's like I'm
• 1:04:46
  showing you what to do, what's working in real time.
• 1:04:49
  There are a bunch of other great people on, you know, both
• 1:04:51
  Instagram and TikTok that you could follow same thing with
• 1:04:53
  YouTube. So you if you're going to do it
• 1:04:55
  yourself, like you just have to be a sponge and absorb
• 1:04:58
  everything, but don't take everything as it's black and
• 1:05:02
  white and the only way to do it there are there is no black and
• 1:05:05
  white way to do this. So that's kind of like step one.
• 1:05:08
  It's just just like you would any anything else that you want
• 1:05:10
  to learn. You just like really absorb
• 1:05:13
  everything and just surround yourself with it.
• 1:05:16
  Ask questions, you know, go hit up AI, then find out a little
• 1:05:20
  bit more if you can get into some groups that you know that
• 1:05:23
  you can ask questions and get feedback on.
• 1:05:26
  Again, not taking it as black and white because what I mean,
• 1:05:30
  we will change strategies multiple times.
• 1:05:32
  I mean, it's, it just happens. So I mean, that's kind of like
• 1:05:35
  step one and then get like, if you're gonna do it yourself,
• 1:05:38
  then get used to the platforms, like get into the back end, push
• 1:05:41
  buttons, don't publish anything, but get used to like where
• 1:05:44
  things are. The platforms looks scary.
• 1:05:48
  The scariest one for everybody's always Google, but they look
• 1:05:51
  scary. They're actually there's there's
• 1:05:53
  more options in there than you need to actually touch.
• 1:05:56
  It's very it's it's pretty simple.
• 1:05:58
  And so just get used to the platform and the targeting, do
• 1:06:00
  some research, make sure you know your ideal customer as
• 1:06:02
  well. Like that actual avatar
• 1:06:04
  research. Like we do that.
• 1:06:06
  They're like, say Kate was to come to me and be like, yeah, I
• 1:06:08
  want to be a client. I'd be like, cool, who do you
• 1:06:09
  think your client is? Then Kate tells me.
• 1:06:13
  And if you say I don't know, then it's like, OK, we're gonna
• 1:06:16
  go look at all your previous data and try to figure this out
• 1:06:18
  and then like, kind of weed our way through it, but knowing that
• 1:06:22
  and like, building. So then you're gonna know who
• 1:06:24
  and how to speak to them. Yeah.
• 1:06:25
  And I think just on that note of like understanding your avatar,
• 1:06:28
  I also know like in our conversations, one of the things
• 1:06:31
  that's come through as a theme is I think that when you go into
• 1:06:35
  ads, if you lack clarity of your business, your offer, its core
• 1:06:39
  promise, the features versus the benefits, the outcomes, the
• 1:06:43
  messaging of the ideal client, the pain points, the desires,
• 1:06:46
  the demographic, the psychographic.
• 1:06:49
  Even if you don't know any of that, I feel like ads are going
• 1:06:52
  to bring a lot of that awareness to the surface very fast because
• 1:06:56
  obviously it is all of those intricacies that are going to
• 1:07:01
  determine whether you have the information that you need to go
• 1:07:04
  take it and run. And obviously you guys assist
• 1:07:06
  with that, like pulling those pieces of information out if
• 1:07:09
  someone doesn't know that. But I think it's also an
• 1:07:11
  invitation for people. If you're scaling and you're
• 1:07:13
  kind of, we're just doing what we've always done to look at,
• 1:07:16
  can we start to gather some of those pieces of information to
• 1:07:18
  prep ourselves like the next stage?
• 1:07:20
  Because you know, something that I heard from someone like a week
• 1:07:24
  ago who's very highly considering ads is like, they're
• 1:07:26
  just so expensive though. Like it's getting more and more
• 1:07:29
  expensive. But I also feel like because
• 1:07:32
  obviously they are expensive and it is something you want it.
• 1:07:35
  It's an investment just like anything is, to be honest.
• 1:07:38
  I think because of that, it's even more important that you
• 1:07:40
  have that information available because otherwise you're
• 1:07:44
  starting off like as you're saying, OK, like we can start
• 1:07:46
  from scratch. Like you can't do it.
• 1:07:48
  It's just if you're going to go into it, you're going to be
• 1:07:50
  better served by having that information so you're not
• 1:07:53
  spending frivolously. Yeah, absolutely.
• 1:07:56
  It actually makes it cheaper because you're not trying to run
• 1:07:59
  it to everyone. So when the people are like,
• 1:08:01
  like, trust me, nobody's business is really for everyone.
• 1:08:05
  Like I'm sure Coca-Cola has an ideal customer, Kit Kat has an
• 1:08:09
  ideal customer. Like everybody has an ideal
• 1:08:12
  client and or customer and it allows them to, you know, target
• 1:08:16
  and segment and get the message in front of the right person and
• 1:08:18
  they know how to get that person to resonate with it.
• 1:08:22
  I mean, I'll see different style of the, just for the sake of
• 1:08:25
  this example, commercials for the same company on different
• 1:08:29
  channels. You know, their Coke is going to
• 1:08:31
  talk to somebody on ABC different than they're going to
• 1:08:34
  talk to him on MTV. You know, just different age
• 1:08:38
  groups, different demographics, all this kind of stuff.
• 1:08:40
  And then it makes your ads cheaper because you're not
• 1:08:43
  trying to go after everybody. So I always like to use that,
• 1:08:46
  the analogy of a blue pawn inside of a bloody ocean.
• 1:08:48
  And that's the same thing. And with ads, instead of say
• 1:08:51
  using like if you're in the fitness industry and like you're
• 1:08:53
  a fitness coach, don't just target fitness.
• 1:08:57
  Everybody and their mom is targeting fitness.
• 1:08:59
  So now you're swimming around in an ocean full of sharks.
• 1:09:02
  And but you need to get granular, you know, a little
• 1:09:06
  more granular with the targeting so you can get hyper targeted
• 1:09:09
  and speak directly to them, which brings the cost down.
• 1:09:14
  And for people who think it's expensive, please go try to run
• 1:09:16
  TV ads. You want to talk about expenses
• 1:09:21
  T VS insane? Putting your face as a real
• 1:09:24
  estate agent on a bench is expensive.
• 1:09:27
  So like, it doesn't really matter where you put it.
• 1:09:29
  It's also just looking at with ads, you have, in my opinion,
• 1:09:33
  more intentionality about who you're getting it in front of.
• 1:09:35
  You have more control, more buttons to push if you will.
• 1:09:37
  I'm curious, in your experience with all the clients that you've
• 1:09:40
  worked with, have you ever found that the ads were fine but the
• 1:09:43
  offer was the problem? Oh, 100% I restructured one of
• 1:09:47
  our clients pretty much this entire business in July of last
• 1:09:50
  year. So it was like worst your offer
• 1:09:53
  and what we're trying to push is the wrong thing and pivoted him
• 1:09:56
  and then five Xed him in four months.
• 1:09:59
  So it it definitely. And that's is like, yeah, I
• 1:10:01
  mean, yeah, 100% because you can drive all the traffic and they
• 1:10:04
  can get to a certain spot and then it just fails.
• 1:10:07
  It's usually the offer like it's just not good enough or you're
• 1:10:11
  making it too broad or general and it's not really resonating
• 1:10:15
  with anyone. It's just like, hey, it's for
• 1:10:17
  everybody. I think it's important because I
• 1:10:19
  think it would be really easy to say like when I'm running ads,
• 1:10:22
  it's not working. But the thing that I'm seeing if
• 1:10:25
  for anyone wanting to go into ads is this aspect of just like
• 1:10:28
  surrender to the experience, meaning be open to the brand and
• 1:10:32
  how it's going to express itself changing.
• 1:10:34
  Be open to the fact of like who we might target being different
• 1:10:36
  than who you think you want to target based off of the data
• 1:10:39
  going in open being like you're offering the messaging and the,
• 1:10:43
  you know, promise or outcome around that might need to shift
• 1:10:45
  if it's not landing with an audience.
• 1:10:48
  And the reason I ask that is I think a lot of people have this
• 1:10:50
  belief of like, well, it landed on organic.
• 1:10:52
  Why wouldn't it land on ads? But again, like, I think it's,
• 1:10:55
  it's a totally the way that I see it is all of it's saying the
• 1:11:00
  same thing, but it's a different language.
• 1:11:02
  And so even you mentioned something earlier, which I
• 1:11:04
  wanted to just my nerd brain is curious more than anything.
• 1:11:08
  Different people, Let's just say yourself, how you interact on
• 1:11:11
  LinkedIn is different than TikTok, which is different than
• 1:11:14
  Instagram, but it's still you. So you're the ideal client.
• 1:11:18
  Are you guys adjusting the ad and the medium based off of each
• 1:11:23
  of those platforms while still targeting the same individual?
• 1:11:26
  Oh, 100%. They they're all, they all have
• 1:11:28
  their different levels of what I would call the aspect of the
• 1:11:32
  funnel like LinkedIn. LinkedIn is an interesting
• 1:11:35
  platform. It is very it it, it is very
• 1:11:37
  hard to get conversions out of a LinkedIn ad just strictly
• 1:11:40
  because it is in a look at me, look at me business kind of
• 1:11:44
  platform in like you're posting content.
• 1:11:47
  So it's like, yeah, that's more community based.
• 1:11:49
  So like you can that's a lot of organic ads are really hard on
• 1:11:52
  on on LinkedIn. Let's just use Reddit.
• 1:11:55
  Reddit and X. They're two amazingly cheap
• 1:11:59
  platforms. You can get tons of eyeballs for
• 1:12:02
  like a dollar CPM things that we haven't seen in 20 years.
• 1:12:05
  But they're very tippy top of funnel.
• 1:12:07
  Even TikTok, unless you are selling a, you know, yeah, I'm
• 1:12:11
  just going to show this. This is funny.
• 1:12:13
  I don't know if I ever showed you this, but you're selling
• 1:12:15
  like your little mini version of yourself or you want to like
• 1:12:18
  sell, hey. Anyone not watching, he
• 1:12:20
  definitely does have a bobble head that is himself with the
• 1:12:23
  beard and the glasses. They even got my Gray hair.
• 1:12:25
  It's pretty good. But yeah, anyways, so it's like
• 1:12:28
  this small little trinket that is knee jerk, right?
• 1:12:30
  Otherwise it's tippy top of funnel.
• 1:12:32
  It's playing a role. It's building the awareness.
• 1:12:35
  Then we're shoving them into other platforms and getting them
• 1:12:37
  to the platform. So they all play a different
• 1:12:39
  role with different messaging in different call to actions.
• 1:12:42
  Facebook and Instagram, people are very used to seeing my
• 1:12:48
  stuff. Sign up now.
• 1:12:49
  And there's also the age range too, you know, like, so if
• 1:12:53
  you're Gen. Z is your ideal clientele,
• 1:12:57
  you're probably not going to get a lot off of Facebook.
• 1:12:59
  Like it's actual self. You might get some Instagram and
• 1:13:01
  then TikTok is really where you need to be.
• 1:13:04
  Then you get into like the millennials and older.
• 1:13:06
  Now it's Instagram and Facebook, that's where they are, and
• 1:13:09
  there's more expendable income. So you also got like, I was
• 1:13:11
  thinking about this as well while you were saying that is
• 1:13:14
  one thing also to kind of keep in mind is organic people can
• 1:13:18
  take their time. I've literally signed clients.
• 1:13:20
  We're like, yeah, man, I've been following you for a year, love
• 1:13:22
  your stuff. Finally decided to pull the
• 1:13:25
  trigger a year. But with ads, we're trying to
• 1:13:28
  get them to take an action faster.
• 1:13:30
  So it's like we're asking for that money, not letting them
• 1:13:32
  build up a reserve that they feel comfortable to do that.
• 1:13:35
  So it that's another reason that like certain platforms work
• 1:13:39
  better. I think it's important because
• 1:13:41
  if someone's like marketing multiple places, it's not like,
• 1:13:45
  OK, great, we give Mitch a piece of media and he runs it on
• 1:13:50
  TikTok and we call it a day. It's like depending on where
• 1:13:52
  your audience is, you might have an audience on TikTok, but then
• 1:13:54
  you might have an audience on Facebook and Instagram, and then
• 1:13:57
  you may want to do something on LinkedIn if you're also
• 1:13:59
  marketing on there. But how you approach each one of
• 1:14:01
  those is really it's own ad. Even though you're targeting the
• 1:14:04
  same individual, potentially you're just targeting the same
• 1:14:06
  individual who's consuming differently depending on where
• 1:14:09
  they are. 100% and you might think like you said, one
• 1:14:12
  platform is going to be where it's at.
• 1:14:14
  I will tell you real world it is not always that way.
• 1:14:18
  I literally adjusted a client's ad spend yesterday to go only
• 1:14:22
  use Facebook and Instagram as a remarketing channel because the
• 1:14:25
  majority of the purchases that the data is showing in the
• 1:14:28
  customer journeys were from Google first touch, last touch,
• 1:14:32
  it was like, boom, this is where we're putting all the money.
• 1:14:35
  We've ran TikTok ads and tried and tried and tried and tried
• 1:14:38
  and then it just doesn't work. But they murder it on all the
• 1:14:42
  Meta platforms and it's it's you just have to be willing to
• 1:14:45
  adjust and pivot in almost not take it personally like the
• 1:14:50
  platform just hates me. No, it's just it might not be
• 1:14:52
  the right platform. Well, also I'm thinking like if
• 1:14:55
  someone's marketing on Instagram and they're like, yeah, like
• 1:14:57
  Instagram's gonna be a spot and you're like, interestingly
• 1:14:59
  enough, your Google's doing better.
• 1:15:00
  Like, no, no, but Instagram's where my audience is.
• 1:15:02
  I think, again, it's that aspect of surrender.
• 1:15:04
  Like you kind of have to be in the car, but hand over the keys
• 1:15:07
  so that someone else can really, like, take the information,
• 1:15:10
  decipher it down and help you to understand what the best next
• 1:15:13
  move basically is for you and for your business.
• 1:15:16
  Absolutely. And it also reminds me to not be
• 1:15:18
  romantic about your brand and how your brand looks like.
• 1:15:21
  Yes, brand matters. But I again, can tell you ads
• 1:15:27
  that we thought for sure we're going to do really, really good
• 1:15:31
  did horrible compared to like horrible lighting.
• 1:15:35
  I mean, even in my own experience with my own
• 1:15:37
  settlement brand, my business partner was just adamant that
• 1:15:40
  like, hey man, we got to do these professional videos.
• 1:15:42
  They're going to do so much better.
• 1:15:43
  We, we finally, I caved. I was like, all right, fine.
• 1:15:46
  So we went out and spent $10,000 to get this high end production
• 1:15:49
  video for our products made. And I split tested against his
• 1:15:53
  at that time, like iPhone 7 video that was 7 minutes long
• 1:15:57
  shot in his backyard with people walking on a trail behind him,
• 1:16:00
  dogs barking horrible up his nose kind of angle.
• 1:16:03
  That one murdered the high production one.
• 1:16:06
  So it's kind of like be willing to level down your brand, you
• 1:16:11
  know, to not be so Addy looking. They'll they'll get that from
• 1:16:15
  your content. I mean, at the end of the day,
• 1:16:17
  the reason you're running ads 9 times out of 10 is for sales.
• 1:16:22
  And so to your point with that example, like, does it make me,
• 1:16:25
  the curated person cringe inside to hear that like up the nose
• 1:16:29
  angle? Absolutely, no question.
• 1:16:32
  But I also think at the end of the day, the reason you're
• 1:16:35
  putting the money behind that in the 1st place is to generate
• 1:16:37
  sales. And so if we like, as you said
• 1:16:39
  earlier, the data tells you everything you need to know.
• 1:16:41
  And so if you run that and that's the thing that's
• 1:16:43
  converting, then ultimately that's the thing that you need
• 1:16:45
  to be doing. So it sucks.
• 1:16:47
  It may not look the way that you want, but at the end of the day,
• 1:16:49
  it's the outcome you're after, right?
• 1:16:50
  Yep, we have talked about so many things ads wise today and I
• 1:16:54
  have a totally non related question to close us off today
• 1:16:57
  because this is something that we typically ask everybody who
• 1:16:59
  comes on and this has nothing to do with ads, but this is just
• 1:17:02
  more to pick your brain as like scaling mindset, entrepreneur,
• 1:17:06
  serial entrepreneur. At this point, of all the things
• 1:17:09
  you've created, someone who's listening is very driven, very
• 1:17:12
  ambitious, very I'm going for big things and really wants to
• 1:17:17
  learn from someone like yourself who's built a lot of businesses
• 1:17:21
  want a piece of advice. So my question becomes, if you
• 1:17:23
  were like some old wise grandfather and you could pass
• 1:17:26
  along any aspect of advice to someone listening who's scaling
• 1:17:29
  their business right now, what might be one thing?
• 1:17:32
  Maybe it's mindset, maybe it's marketing, maybe it's
• 1:17:34
  leadership, maybe it is habits, routine and schedule.
• 1:17:38
  Maybe it's the game you love to play on your phone.
• 1:17:41
  Whatever it is, what is the thing that you would say as like
• 1:17:45
  a piece of advice for someone who's listening, who really
• 1:17:47
  knows they want to scale. They know they have it in them,
• 1:17:50
  but they just need a little a little wise words to kind of
• 1:17:53
  keep the fuel going, Yeah. I kind of have a feud.
• 1:17:56
  I mean, this is stuff I've developed internally over the
• 1:18:00
  years. And I say them even out loud and
• 1:18:04
  like, don't be afraid of failure.
• 1:18:05
  Let's just put it that way. Like, it's not actually failure.
• 1:18:08
  It's not it. It doesn't mean you failed or
• 1:18:10
  you're a failure. It's a lesson you have to learn
• 1:18:14
  from those. So like it happens, don't wallow
• 1:18:18
  in your own shit for a lack of better terms for days and weeks
• 1:18:22
  and months. I got fired from my last actual
• 1:18:25
  job I ever had. I had a side hustle going and it
• 1:18:29
  was like, I felt bad for myself for like it was the first time
• 1:18:31
  I've ever been fired too. So it was just traumatizing.
• 1:18:33
  But I felt bad for about 3 hours and I was like, you know what?
• 1:18:36
  Nope, screw it. I'm going to learn from this.
• 1:18:38
  I have this that's on the precipice of work and we're
• 1:18:40
  going to make it work. And I haven't looked back since.
• 1:18:42
  So, but like, don't take failures as failure.
• 1:18:45
  Like I'm sure you have a better word to use than failure, but
• 1:18:48
  like they're, they're, they're really just lessons and you can
• 1:18:51
  look at that and go, OK, what went wrong?
• 1:18:54
  How can I make it better? You're going to have ideas that
• 1:18:57
  flop. You're going to have ideas that
• 1:18:58
  kill it. You're going to have ups and
• 1:19:00
  downs, highs and lows. It's part of the entrepreneurial
• 1:19:03
  journey. We all have days where we're
• 1:19:05
  manic. We all have days where we just
• 1:19:07
  hate life. It's.
• 1:19:11
  Finally, someone said it. I couldn't have said it better
• 1:19:14
  myself. We're manic.
• 1:19:16
  We hate our life. It's a whole entrepreneur
• 1:19:18
  experience. It, it really is.
• 1:19:20
  I mean, there's that meme that it's like woo that I like you
• 1:19:23
  will literally feel like you're going out of business one day
• 1:19:25
  and then the next day feel like you're on top of that.
• 1:19:27
  But that's just part of the journey And it's, it's very
• 1:19:30
  rough. And I always like to my biggest
• 1:19:33
  thing as well as it's like you have to evolve or die.
• 1:19:37
  I mean, you have to pivot with the times.
• 1:19:39
  You have to adjust to human nature, what the way your
• 1:19:42
  business is operating. So yeah, like really being able
• 1:19:45
  to evolve or die and then not living in the failure, just
• 1:19:48
  brush it off. It's not failure.
• 1:19:50
  They're just lessons. Trust me, I have learned 7
• 1:19:53
  figure lessons. So Kate can attest to this.
• 1:19:56
  Like I have learned some mighty. But I thought Facebook was going
• 1:20:00
  to be a fad. That was my first 7 figure
• 1:20:02
  lesson and that was 17 years ago.
• 1:20:06
  It's still here. I had to learn it the hard way
• 1:20:08
  though. And but you know what, we just
• 1:20:11
  did it. Like you just have to do it.
• 1:20:13
  And now I'm just kind of rambling, but I mean, those are
• 1:20:15
  like my biggest, like kind of toughest ones where it's like,
• 1:20:17
  yes, you're going to have highs, you're going to have lows.
• 1:20:19
  You need to evolve or die, You need to pivot, You need to be
• 1:20:21
  willing to test things and hustle.
• 1:20:26
  I mean I but then at the same time you will get to a point
• 1:20:29
  where you need to then buy back your time.
• 1:20:32
  Chill out, yeah? And yeah, get a lot off your
• 1:20:35
  table, which I'm still working on.
• 1:20:38
  Well, I, yeah, I mean, I, I think it's actually really
• 1:20:41
  refreshing that you say like, and I know obviously we're
• 1:20:43
  joking, but like, in a way we're joking, but like the manic.
• 1:20:46
  And then you have the days where you hate your business because I
• 1:20:49
  think that sometimes at least people that I talked to are
• 1:20:53
  like, oh, like, you know, your clients who are making multiple
• 1:20:56
  7 figures must be just like chilling.
• 1:20:58
  Like they just have sales rolling in, no problems, like
• 1:21:01
  teams going and flowing. Marketing's never been better.
• 1:21:03
  And I'm like, just message them and see how they're doing.
• 1:21:06
  Cuz yeah, you're crushing in the sense of, you know, like my
• 1:21:10
  business is growing and expanding, but it's also like
• 1:21:12
  I'm being physically stretched in that process.
• 1:21:15
  And so are you. And you know, that your aspect
• 1:21:19
  of like, how do I say it? I basically say felt like your
• 1:21:22
  pain is your pivot, which is like whatever you're
• 1:21:25
  experiencing that's not working right now.
• 1:21:27
  Like for me, the reason that I ended up off TikTok actually was
• 1:21:31
  because filming the three videos a day genuinely made me want to
• 1:21:34
  die. Like I was just like filming and
• 1:21:36
  putting my face on in the 1st place.
• 1:21:39
  But then second of all, on camera was like, to me, just not
• 1:21:43
  something that I felt like sustainably I could do.
• 1:21:45
  And I was OK, well, like, how do I do that?
• 1:21:47
  How do I pivot? Because I don't want to lose the
• 1:21:48
  opportunity of TikTok or exposure or visibility.
• 1:21:52
  And that actually as the pain or what I actually at the moment
• 1:21:55
  had considered to be like, oh, I failed because I'm not going to
• 1:21:57
  do this became the like creation ultimately of what the podcast
• 1:22:01
  was. And then the podcast started to
• 1:22:03
  bring in more sales than the TikTok ever did.
• 1:22:04
  So it's really like the thing that didn't work that I
• 1:22:08
  perceived to be the failure was the thing that actually ended up
• 1:22:11
  pivoting me into finding what the next thing was.
• 1:22:14
  And so I very, very much agree with that.
• 1:22:15
  But I think it's important for people to recognize that, like,
• 1:22:18
  he has had multiple big businesses and still has days
• 1:22:22
  where he's like, screw this mount.
• 1:22:24
  It it's, yeah, it, it happens more than most people think.
• 1:22:28
  And I love that you brought up, like the way you positioned that
• 1:22:32
  because it made me think about there's like myself and a lot of
• 1:22:35
  other business owners I know. And this is might sound a little
• 1:22:39
  controversial, but like scale's almost becoming a dirty word to
• 1:22:42
  us because we've all been there and done that.
• 1:22:45
  And we understand that as you scale, things get harder.
• 1:22:50
  Like, yes, everybody believes we're just sitting around in our
• 1:22:52
  Lambos and our Rolex watches that I don't have either of and
• 1:22:56
  just, you know, chilling on a beach in Aruba.
• 1:22:58
  And it's like, no, man, the bigger the beast gets, the more
• 1:23:00
  we have to feed the beast and we have bigger problems.
• 1:23:02
  So be OK with where you're comfortable, you know, like the
• 1:23:05
  size that you're comfortable and there's nothing wrong with not
• 1:23:10
  having a 789 figure company. Like if you're comfortable and
• 1:23:13
  you're chill and you have good margins, hey, you do you.
• 1:23:17
  Like don't think that you're not as good as other business owners
• 1:23:21
  because you're smaller. If you're comfortable at that
• 1:23:25
  size, you do you be comfortable. Same thing with platforms, same
• 1:23:29
  thing with medium of content you put out.
• 1:23:32
  You don't have to be on camera. Like you might be really good
• 1:23:35
  at, at, at writing, or you might be really good at video or you
• 1:23:38
  might be really good at podcasts.
• 1:23:39
  You could have a face for radio, who knows?
• 1:23:41
  You know what I mean? Like it it me.
• 1:23:44
  I'm a horrible writer and I know that, like, my grammar's
• 1:23:47
  horrible, my spelling's horrible.
• 1:23:49
  I, my ADD brain doesn't allow me to do it.
• 1:23:50
  So I can do video really good even like, I don't like writing
• 1:23:54
  emails back. I'd rather send you a loom
• 1:23:56
  video. I know my sweet spot is video.
• 1:23:58
  So like, just live in your sweet spot.
• 1:24:00
  Be comfortable and knowing that there's going to be UPS, downs,
• 1:24:03
  highs, lows and yeah. Yeah, and then just join the
• 1:24:07
  group and talk to people like us, because then you're feeling
• 1:24:09
  a heck of a lot more normal because all of us are like, Yep,
• 1:24:10
  same, same, same. OK, Mitch, if someone is
• 1:24:15
  obviously feeling activated, they want to hire you and your
• 1:24:17
  agency to do their ads. Maybe they want to get your
• 1:24:20
  strategist brain and do consulting with you to get help
• 1:24:22
  with ads. Like where do they find you?
• 1:24:24
  Where should they reach out? So our website is Bar Ham
• 1:24:27
  Marketing. So that's bar ham.
• 1:24:28
  Like you go to a bar, eat a piece of ham.
• 1:24:30
  I don't recommend it because it's probably really bad ham,
• 1:24:33
  but bar ham marketingyeah.com. It's like getting the eggs out
• 1:24:36
  of the jar that everybody's touched, you know, like the
• 1:24:39
  pickled eggs. Yeah.
• 1:24:40
  Barham marketing.com is our website and you'll be able to
• 1:24:42
  check us out what we offer, case studies, testimonials, all that
• 1:24:45
  fun stuff. You can also find me on
• 1:24:46
  Instagram as beard Preneur and on TikTok as beard preneur.
• 1:24:50
  Put out content all the time. It is stressful.
• 1:24:53
  There are times I just don't put things out.
• 1:24:55
  And Kate knows because I'm like, I don't know what to talk about.
• 1:24:57
  But you know, it's, it's there's tons of tips and tricks out
• 1:25:01
  there and honestly, there's enough to go around for
• 1:25:04
  everybody in my opinion. And if you can learn from what I
• 1:25:08
  put out and help grow your business, then maybe down the
• 1:25:11
  road when you're like, hey, I need help, I'm here for you.
• 1:25:13
  Hi. Yeah, and Mitch also has
• 1:25:16
  something that is going to be out soon, which is also for you
• 1:25:20
  if you are somebody who maybe doesn't have a ton to have
• 1:25:23
  someone manage your ads, but you also just want to learn and kind
• 1:25:25
  of get educated around it. And it's like literally under
• 1:25:28
  $1000 a month. So like you genuinely it's it's
• 1:25:31
  super easy and it's super easy to access the information and
• 1:25:33
  also him and his mind if you are wanting to learn more about
• 1:25:36
  that. Today was so good.
• 1:25:37
  Now I'm going to take this and say to my team, do we need to do
• 1:25:39
  ads now or what are we thinking? So I'm just going to, you know,
• 1:25:42
  message you on Monday. I'm inspired.
• 1:25:44
  It's so good. Obviously, you guys, you know
• 1:25:47
  Mitch, I will also say, if you go to his social, please do that
• 1:25:50
  for no other reason other than just to see his epic beard.
• 1:25:53
  His handle is called beard preneur for a reason because he
• 1:25:56
  has the most epic beard I've ever seen.
• 1:25:58
  So if you guys do nothing else, please go to his social just to
• 1:26:01
  check that out for me. But all of that being said,
• 1:26:03
  Mitch, thank you so much for being here.
• 1:26:04
  Today was so good and I'm hoping all of you guys will connect
• 1:26:07
  with him on social. And with all that being said,
• 1:26:10
  we'll see you in next weeks episode, but as always, stay
• 1:26:12
  ambitious.