Welcome to JaysMastermind.com podcast. The only show in marketing that couldn't care less about your fancy little feelings. If you're a smart internet marketer, that's serious about success, then put on your big boy pants and enjoy this episode with your host, Jay. [00:20.0]
Jay: All right, welcome back to season one, episode five, The Jays Mastermind Podcast. Actually, before we begin, I don't even know if I told you this, John, that you've heard of Joe Exotic, right?
Jonathan: Yeah. Yeah.
Jay: Yeah.
Jonathan: I read.
Jay: Something that I didn't even tell you, did you actually know he's my uncle in real life?
Jonathan: Are you kidding?
Jay: No, no, for real.
Jonathan: Uncle Joe..
Jay: So I actually was able to talk to him in prison and he was like, Hey, he's like Jay bird. Hey Jay bird, sound pretty good louder than a two-peckered billy goat. And I was like, Yes sir, Yes sir. I'll try it. I'll try to step it up a little bit. Because again, the initial, a little tagline was, it was like kind of like the internal ramblings of an insane marketer and stuff like that. It's kind of, I think after this episode, you'll, you'll kind of understand the first four episodes of really why I didn't like him, like kind of like good, bad, and ugly and stuff like that, but it gives you a little bit of insight and then that way maybe you can have some key findings to take away from it. [01:23.8]
Because I think after the four episode in the season that we shot, I was thinking I was actually really energized after the fact, right. Because for those of y'all who don't know a little bit of the magic behind the process is that we kind of bulk record these things, and it's actually an incredibly smart move. And I try to do it in every aspect of the business, because you have to think anything where you have high production or you need to produce a lot of content. There's so many different mindsets that you have to shift to, you know, whether it's the technical aspect of like, maybe you have to set up a couple of pages. Maybe you have to get more of the creating aspect and more so there's all these different mindsets. And whenever you bounce back and forth through it, versus just basically saying, all right, today is just going to be my recording day for two hours. I'm just going to basically hit record and try to get a month's worth of content out. Maybe tomorrow, it's just going to be my email day and I'm going to spend like, you know, a couple hours and get a month's worth of content out, right. [02:21.0]
And once you're in that flow, it's usually a lot easier to kind of capitalize off of it. But a lot of people forget that like movies aren't recorded exactly how you see them, because it's an incredibly inefficient waste of time. What happens is if there's a scene or a several scenes in the same, you know, kind of set so to speak, you know, they're going to record them all. And then that way, all the magic is kind of done in post editing. But I think I was even talking to you about this, John, that people are oftentimes afraid of making mistakes. Everything is editable. And even if it's not who the Frick really even cares. Right. Because have you ever heard of Don Lewis? [03:05.0]
Jonathan: Don Lewis sounds familiar.
Jay: Yeah, sounds familiar. A couple of months ago it was a household name. And right now you're like; man kind of sounds familiar, right? Well, Don Lewis was actually the the first confirmed human tiger food, it was Carole Baskin’s husband.
Jonathan: Oh yeah.
Jay: Yeah and see now you know it right. How about this? Whenever we talk about the attention span of your audience, have you ever heard of the term confifi?
Jonathan: No.
Jay: Exactly, but a couple of years ago, right after Trump was elected, he, what did like the tweet and said something about confifi and they, they used, there was national media news talking about his derangement, right. Because he doesn't even know how to spell he's dementia, blah, blah, blah, blah, all this other kind of stuff, right. But guess what? Nobody even remembers anymore. Or let's actually go to a little bit of a movie reference. Have you ever heard of Ted Kaczynski, Ted Kaczynski? [03:57.8]
Jonathan: I know the name. I don't know who he is though.
Jay: The Unabomber.
Jonathan: Ah, yes!
Jay: Yes! See everybody. Oh yeah, yeah, yeah. But yeah, that is a good will hunting poll because pretty much everything in my mind, which will start to become clear towards the end of this episode. It's just either random song lyrics or movie quotes cause even I think a couple episodes back, I even mentioned Shakesbeard, right? Like the pirate that I loved named Shakesbeard, I don't know if you caught it or not, but that was actually a throwback to do date with, you know, RTJ and Zach Galifianakis where he talks about Shakesbeard and he was like, no, that's Shakespeare. He's like, that's a stupid name, right. But it's just one of those things that it's okay just to hit record, go live. It's okay yo just to write an email and go live. It's okay to launch a product and just go live. With the process I mean, it's just MVP, right? Like a minimum viable product, meaning that most people get such launch anxiety and you may have come across this John, I know I definitely have back in my earlier days where I would go through, I would set up a course and try to write a landing page. [05:04.7]
And I was like, everything was ready to go. And then once I, it was time to go live on the traffic, I was just like, ah, you know, because most people think that, wow, like if something is misspelled in my copy or maybe they, you know, they'll look at it and make fun of it, you know?
And they just never wound up actually getting around a launch or the same thing, even with the podcast. I mean, honestly with this whole process, just even on the podcast, it's something that I've wanted to do for a while. But knowing myself being an extreme perfectionist, it was just always this thought in the side of my, or in the back of my head, you know, it's like, ah, I mean, people are like, ah, I mean, you know what you're talking about. If you can get people to ask questions and stuff like that, and people usually come to me whenever they have marketing questions because of just the sheer amount of volume of marketing spend that I do, I get access to a lot of insights. [05:52.3]
It's just one of those things I never did. I never did it. So you'll hear this all time. And I talk about just stupid stuff marketers say, and actually have an episode coming up where I'm going to try to remember kind of go through a list of some of my biggest pet peeves talking about the platitudes, but there's the stupid stuff marketers say where was I going with that? Here is a caveat and you don't even have to edit this out. I didn't even try to get ready for this podcast. As far as last time I actually like, I shaved my head, I even, I even shaved my, you know, my, my thunder from down under as well. And I have no idea why it took a shower and I was just like, man, I'm ready to go. But guess what I did, I fell for the biggest marketing gimmick Sunday that has ever been sold, which is daddy if I get a puppy, if you get me a puppy, I'll take care of it. [06:44.2]
Jonathan: Yeah, right.
Jay: Guess what? I got the puppy. And I was the one that was up all night, two hours of sleep.
Jonathan: Nice.
Jay: I smell like a freaking dog. So I'm just like, ah, but anyways, so fast, where was I going with that? Where was I I'm, I'm gonna need you to keep me on track. Cause I'm literally going on two hours of sleep and doing a podcast, but anyways, Oh, the marketing gimmicks. So they always say, it's like, Hey, like, you know what would I do? I've had to start over again with my, or they'll do, what is it, the gun to my head, if somebody put a gun to my head or if my back was against the wall, but all this stuff kind of sounds kind of good and because a lot of consumers feel like their backs against the wall, but so many people don't actually put their backs against the wall. [07:29.6]
Meaning for the fact that I've been talking about thinking about doing a podcast, doing some different courses and different stuff like that, and really what I'm doing, even with the billion dollar framework, which you can actually find and sign up for the prelaunch list by going to JaysMastermind.com. But it's really just a, an accumulation of all of the different systems, processes, and procedure that actually run in the media buy side of the business to where people can take, it's just, it takes out all of the guesswork, right? So it's a formulaic approach that you can go to systematically grow to profit because in one of the episodes I talked about, you know, it's not sexy to say, Hey, you know, if you give me a $100 ill show you how to make 110, but it is sexy at the end of the year, whenever you start talking about the compounding rate of return on that investment, if you're just consistent with it, right? [08:15.1]
So it's starting to get those systematic, you know, hundred dollar campaigns that the next week is 110. And then a week after that, I mean, what they say is like, you'd be saved a penny a day, then double it at the end of 30 days, you get like a million bucks, but it's really the true in advertising as well. So instead of trying to chase the $50,000 with $50 of ad spend, you know, just focus on those compound and returns and you'll have a million dollar business at the end of the year. So that's exactly what I'm showing people in that to do. But all of that to say, this is we launched four episodes, we got them live. I was notably distracted the whole time. And that's really goes to the purpose of this is that I think, that there's always a reason every entrepreneur has great ideas, but there's always a reason if you listen to them, that's you can talk yourself out of just taking action, putting up your back against the wall. My back up against the wall was for the fact that like I went out and I hired The Podcast Factory. [09:15.2]
Jonathan: Hey Boy!
Jay: Okay. So here's the thing, my back against the wall, like, can I do video editing? I have video editors on staff. That's what I do. Can I do audio editing? Yes. Can I do podcast distribution? Can I do all of this stuff? Technically, yes I can. But if it was my decision, I would always find a reason of why not to do it. But once you go out there and you sign a contract, then it's done. It's like, well, now I have to show up. I have to record, right? Sometimes it's like, all right, once you start putting all of your, I'm going to stop on this and digress and get back on track as I think that's going to be a whole another episode as far as basically putting some type of risk in place in your business to where, okay, if you do not produce, then here is the consequences to your lazy actions. And I think I'm going to do a whole series on that. [10:04.8]
If you're an online marketer, who's tired of struggling, tired of the BS and tired of buying course after course with nothing to show for it. Then the choice is clear, go to JaysMastermind.com and grab your copy of the billion dollar framework today. [10:21.9]
Jay: A lot of this stuff, I do want to do a recap in this episode and actually put on here, you know, don't be afraid of repeating yourself. Don't be afraid, a lot of entrepreneurs and even podcasters, because I mean, if y'all don't know, the TPF has a whole insider community which is completely, is it invaluable? Is that, is that the word invaluable? It's great because you get to actually hear a lot of, you know, common people that are actually producing and doing really great stuff, struggling with some of the stuff you you're struggling with because sometimes we tend to isolate ourselves and think that we're the only ones. So that's also where a sense of overwhelm comes from. To you just are really great like I've been liking it because basically being able to formulate of, alright, well here is some common questions or concerns or stuff that people are struggling with. And I'm like, I know how to overcome that. So it's a chance to offer value and really kind of refine my process. [11:15.1]
But one of those things that keep coming up is how do I get to where I don't repeat myself? And a lot of that it'll drive you crazy if you're trying to create and be creative every single day and have fresh and unique content and all the other BS that people try to do, because honestly….. Have you ever heard of the rule of seven Jonathan?
Jonathan: Rule of seven sounds familiar? What is it? [11:36.8]
Jay: Yeah. Rule of seven is the age old thing is how many times do you need to tell somebody something whenever you're like, you're teaching them for them to actually catch on, it’s the rule of seven. What's funny though…
Jonathan: Rule of 70.
Jay: What’s that?
Jonathan: The rule of 70 is more like it.
Jay: Yeah, well, what's funny is Microsoft actually a study that said the optimum amount of exposure for anything audio related, meaning like your videos, your audio, your anything, anything that you're trying to teach on or communicate from is actually anywhere between 6 to 20 times, but that's six to 20 times just for people to finally hear you. [12:10.8]
Because again, you you're distracted, your attention is divided again. Like we could say Don Lewis a couple of months ago, household name, now it's just like ahhh… you know, so there's every single day people are bombarded with a slew of information. So if you're always trying to recreate something, it actually dilutes the importance of what you're actually saying. So it's more important, it can come in from kind of a, the musician side of things. It's like Stevie Ray Vaughan or any of the, like the classic, you know, rock and roll hall of Famers. Like you can instantly tell they have a very similar message, right? It could be their style of playing, like Leonard Skinner comes on, you instantly know that's a Leonard Skinner song. It's the same tone, same, you know, timber chord structures, whatever it is. You're changing up the words, but you're talking about the same old stuff, but what makes them so great is the first time you listened to him, you're like, Oh, okay like, you kind of heard this song in the background and then you might like, hear it again. So it actually catches your attention. [13:10.3]
And then you hear it yet again, so well now it’s in your brain and you start hearing pieces of it, but you don't know at all. And then you hear it again and then you start filling in the gaps and then you get to where it basically translates the output. So the same thing, even like, if you go to any modern, like Christian Church or religious organization, there've been saying the same thing for over 2000 years, and this is kind of like the whole, God's love you aspect of things, right. So the first time you say it and you're like, okay, cool, God love you, yeah. And you're thinking of your shopping list, or you're thinking about how your wife was a bitch to you right before you got in there, how you hate your kids and you're distracted, but then like you hear it again. You're like, okay, well, like, yeah, I kind of know that you caught it. And then, then you think about it, then you meditate upon it. Then it actually then becomes where you can regurgitate it. And then it actually affects your output. Whenever you actually truly believe it, it becomes who you are through that repetition. That's how you actually change and get people to produce. But anyways, so yeah, you like it? Thank you, so [14:07.8]
Jonathan: Yeah, you should be repeating yourself. So are we doing a recap of the first four then?
Jay: Kind of, I think, I think the next four that we have, there's definitely some key concepts that I did because again, like the whole aspect of it, you broke rule, number one, you broke rule number one that I've said in the very first episode. Do you remember what it was?
Jonathan: Rule number one. I don't know. Do I have it written down here?
Jay: Quit falling for the hype.
Jonathan: Hype.
Jay: Quit falling for the BS. At the start of it, look what a marketer can say is like, Hey, here's a fun fact, Joe exotic is my uncle. I don't know that peckerwood from a hole in the ground. I don't know that guy, but marketers have a tendency and this is a whole thing on stupid stuff marketers say, which is actually an episode coming up. They're saying like, Hey, here is the truth. They say it with such authority. People are like, okay, okay. Not, not saying that you're you were like that. But, but there's a couple of things like that in that the premise of which I think is going to be the next episode of being the smart marketer, right. [15:05.6]
And all this stuff, as far as repeating the aspect, and I really want to dive in and regurgitate actually comes from a client that I had this week to where I've been literally saying the same thing for two months to this client and simplify change in the ways I said it. And it was after two months, I'm sitting there, I'm thinking about firing this guy. There were this company, I mean, this company represents about, you know, $500,000 for my media paying like net income for my media buying company. And so I was thinking about firing him just cause I was just getting frustrated because there's just, I'm, I'm too old. Hopefully my little puppy gets to this where he's just like, he's calmed down, like he's he already he's well behaved, but I'm too old to be dealing with stupid people. And that's really my only client or my only qualification measure, as far as with clients is just like, just, don't be stupid. [15:55.8]
I only have one rule in my dating life is just that your, your body weight has to be lower than your IQ. And there have been some girls that I really hope that they were genius, I'll just put it that way. And then as far as on my business life, it's just, you know, it's just, don't be stupid. If you listen, don't ask for my advice and don’t fall away and then hold me accountable because of your stupidity. So that's part of the reason why I want to drill down into some concepts cause I know I was, I was rambling. I was excited, one, the adrenaline rush is there because what I really learned is after the fact is I think we did that, that four episode sprint and then I just felt warmed up. And I was like, Hey, like even the fact of like, think of like pro athletes, right? You go out there and you, you play and you could be the MVP, the world champion gold medalist but there's the reason why there's the practice. There's a reason why you warm up. There's a reason why all this stuff happens because at any given time like Mike Tyson says like everyone has a plan until you get punched in the mouth, right? [16:56.6]
Going back to even gambling aspect, which is, I was used to be professional, Texas Holdem player and that's how I provided for my family until I got a big boy job in marketing. Is that at any given time, anyone can get knocked out, at any given time anyone can lose, can beat the world's best poker player, but it's really just that consistency with it. But a lot of people stop whenever they have the fumbles; I was rambling a lot, like my blood sugar was low. I didn't eat, I didn't prep, there's all this stuff that I learned that is great after the fact and I was ready to go. And then now that was actually looking a lot more optimistic last night before the puppy kept me up at two to go on this season. But what I was again, long story short is I, I think I even texted you I was like, man, like, I'm actually super excited for that next session. I was like, all right, now, you know, I've stretched out. [17:47.8]
But you know, there was actually the perfectionism in the back of my mind. I'm just like, man, I had all these ideas coming, all these bright out things. I was warmed up. I was ready to go. I was like, man, I wonder if John would kill me if I just scrapped the first four episodes and just like, ah, like I'll pay him to do four more, but let's just scrap it, right. Because I wanted it to be perfect because that's part of the detriment of my personality. Because really, even at that time, you know, I said that you can always find a reason why now it's not good and you can always be, you're so much more critical. But then I was thinking back again, the Don Lewis’ the covfefe’s, all this stuff, just get this stuff out there. It's going to resonate to some people because honestly the thing that you're struggling with the most that it's overwhelming you, that you feel is crippling, like just your mindset or your morale or anything along those lines is actually a thing that somebody else is going through as well and they feel like they're alone. [18:44.1]
So sometimes just getting imperfect stuff out there, it'll give people hope that says like, dude, if this guy is out here doing a podcast, slurring talking about his ex-drug use, talking about just some random concepts and going a million miles an hour, like Oh….I definitely could do a podcast, right. Or I could, I definitely could do XYZ or whatever market that you're in. So like one thing that I think I texted you afterwards is so we did it on a Tuesday. What you didn't know at the time and what the, the listeners didn't know at the time is actually the Friday before I actually got a call to pull the plug on my mom. [19:19.3]
I knew it was coming because she was kind of in the ICU for like a couple of weeks, so I'm dealing with all of that stuff. But you know, that's the purpose of why, again, you don't think like an employee, but you think about a CEO, you get the team surrounding you; you get the people in those systems and frameworks. And honestly, if I had to do the production and I've had to do the recording and if I had to do all of this other kind of stuff, I would have probably just delayed the whole episode and then where would I be? You know, I'd be delayed and well obviously if I delayed that, so I'd be delayed, that's kind of redundant, right. But I went ahead with the recording session cause my mind was in a million other places, but we got it done. Is it perfect? No, there's going to be some stuff people resonate with. I'm going to repeat some of the core key concepts because I think that's crucial whenever you're teaching, which is really what I'm passionate about, like, I love teaching people. But there's always a reason why not to do something. [20:12.6]
And I think that was the biggest takeaway, but that's again, why you build the systems, the processes, the team versus and texted John here, I'm reading from that is versus relying on your ability, mood or circumstances. You know, it always fluctuates and it will always lead you to a million reasons why not to do something again, a lot of talked about the employee, you know, they'll, they'll just basically call in, they'll just scrap it, I don't want to do it. You know, the managers are used to producing, but then they'll tend to get overwhelmed because you just can't keep them focused. But the CEOs are the ones that, that rely on systems, processes, and procedures. So I did do that and then kind of a follow-up to that and then I think we are coming up on time or are we good on time for this one? Are we…. [20:57.1]
Jonathan: Right at 22.
Jay: 22 minutes? All right, well let's actually do this. Let's do a continuation, I guess on the next one, I kind of want to go through whenever I really had a time of introspection and I actually posted to an online community that I'm part of. And I think we got a lot of great Q and A's that they were asking me that it would really help the audience. So I'll wrap this one up part two is coming up. Make sure to go to JaysMastermind.com again, go ahead and subscribe. Do all the things that you want to do. If you don't, then you can follow me on all the social medias at Jay's Mastermind. If you don't want to do that, I don't really care.
Jonathan: Dude.
Jay: I just want to say it here.
Jonathan: Why are you doing here then?
Jay: What?
Jonathan: What are they doing here, if they don't want to do that?
Jay: Exactly. It's like, well, what are you doing listening, like, go, go, listen, it's like a Joe Rogan podcast and smoke weed or something. I don't know. But it's just one of those again, this is a show for smart marketing, care less about your fancy little feelings and more of that is going to be coming up on episode two. So stay tuned guys. [21:56.0]
Jonathan: Look at this guy, the beautiful imperfection. Alright.
Jay: Yeah.
Jonathan: Another episode of Jay's Mastermind Podcast is in the can. We will be back in your ear buds next week. Thank you, boys and girls for tuning in. [22:09.2]
This is ThePodcastFactory.com.
