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, guys, welcome back to part two. So me and John was kind of shooting that a little e bit and he was trying to be.
Jonathan:I think you're good. I like. You need
Jay: Yeah.
Jonathan: A back or hug or something Bro.
Jay: A little, a little bit of a hug. No, I don't. I don't really like people touching me unless…Well, no, I can't say that because my kids eventually might and anything that I can may and probably will most likely be used against me in the court of child support. So anyways, everything coming up in this next episode is not a, an admission of any guilt or anything like that is purely for all intents and purposes if this ever finds it’s way in a court of law. It's also, it's here called some committee and full of crap, but no, for real, this actually did happen. No, but what we're saying, is again, you know, you could tell me a thousand times that like, it was good because you get the outside perspective, right. [01:17.7]
And even back whenever I was a musician, like, you know, I could have a thousand people sit there and tell me how good I played, but I remember every missed note and that really starts coming to just knowing my weaknesses, that the systems that I've had to build to keep myself from that, because whenever I was reliant upon myself to do everything, because honestly, technically I could, right. I have the background of like every aspect from the technical to everything else. But there are things that kept myself from being profitable and producing because honestly, just because the CEO knows everything about every position in the company, if they're good CEO doesn't necessarily mean that they should be the ones micromanaging and doing every single one. So what I put following up is, you know, again in the last episode we talked about, you know, did the first four episodes did a bolt, cause honestly you should season-fy your marketing, I don't know if that's a word or a term, but every steak is better with a little bit of seasoning, you know? And that's really the key is if you really have meat or content in your business, brick it out. [02:24.0]
Instead of thinking, well, here's all of the tactical stuff that I have to do in a single day, which really gets expensive and very hard whenever people start looking at outsourcing, right. Outsourcing or VAs, cause then you're just looking for tasks to accomplish. But if you're looking to outsource, it's a lot easier to say, Hey, I'm going to hire one person for eight hours or four hours to accomplish one task for a month versus going and trying to pay somebody to do a 30 minute task every day. You know, it's just, it becomes a lot more expensive do that way. [02:59.6]
But I started going through this, this whole process with my mom, it was kind of weighing on me, the good news to update the listeners is I did not actually pull the plug, not on my mom. I actually like whenever I got it, I'm not really an emotional guy. I'm pretty much in if this and that logical type of guy. And so emotions don't really affect me, but it does affect my body. I tend to, you know, I, I feel the anxiety; my body reacts to it, even though logically I can understand or process emotions. But I did say like, look, I'm, I did get overstimulated and a little overwhelmed. I was like, just give me another week. I just need to process. Cause that's part of the introverted aspect of me, because I feel like everything can make like any chaos that comes up, I always try to bring order out of it. And that's just the way that my brain reacts. [03:48.8]
So you know, that, that was back whenever I was married, I used to get me in a lot of trouble whenever, you know, they want to talk about everything now, you know, it is so chaotic and I would just shut down. I'm like, I need to process. It's like, well, no, I want to talk about it now. Here's my chaos. No, I need to process. I want order. And then pretty soon before you do that, if you do that to an Irish guy for long enough, then, Okay, you just need to take a minute. I was like, well, that's what I told YOU! But anyways, but I started thinking about it and I was starting to get a little bit reflective because even, I think a lot of times that we kind of going back to it is regardless of the thousand notes I play, right, I always remember the time that I mess up or I might have slipped a little bit or I didn't bend it just note or I fried it out or whatever it is. So we always are worse critics and some very, not often enough, do we ever just sit back and celebrate like our accomplishments and our small wins. [04:47.3]
So that's what I started doing. I was like, honestly, eight years ago, I couldn't have even imagined. And it's just eight years ago, less than a decade. What it was like to spend one K a day on advertising, a thousand dollars a day. I couldn't imagine that. I mean, that, that seems like a lot. And for a lot of people listening, that is a lot. But if I was actually honest with myself back then just eight years ago, I couldn't have even personally afforded probably a hundred dollars a week, a hundred dollars a week. And then I think I'm like; I blow probably 12, $1,300 a month on Door Dash. I do, but a hundred dollars a week. And then I've always you know, in that process of just more like, I just want more, I want more like, it's never enough, cause you know, when you grow up poor, like I did, like, you always feel like no matter what level of success you are, you're still a failure and it's just stuff that you, or it could be gone. Right? [05:42.5]
So it's just one of those things that I just started looking back to I said so fast forward to today when I log in and I see on like, as far as the ad accounts that we personally manage for the clients, for my clients, it was $10 million in 2020, just in Facebook advertising alone, $10 million. Eight years ago, couldn't even fathom a thousand dollars a day. I couldn't afford a $100 a week, but whenever I logged in, it was over a $100 million in 2020 alone, in the middle of this whole, what they say is the epidemic pandemic, whatever this is spent on Google ads for clients already in 2020. On pace to do another 40 million by the end of the year. So whenever I saw that, I was like, Wow. And I think that the actual numbers here I'll pull up that actual numbers, that way I can just verbally give myself a hand job. In Google ads for 2020: , $103,114,660.60, over 40 million conversions made over 11 billion impressions in 2020 for my clients. That's a lot. [06:53.5]
So whenever I was thinking about that, like I had to force myself and that's something that we do is think about it, like, think about where you used to be. Cause I think about even where I'm at right now, it's nowhere near where I want to go. But based off of where I used to be, it was honestly amazing. Like this analytical non-emotional guy, like I actually started feeling, it was like the Grinch. Like I was like, what is this? My face is hurting. This is starting to, you know, that this, this is this smile, my, my allergies, what is this? Like, why is my nose kind of tearing up, you know, nose tearing up? Is that even a thing? But no, I was kind of overwhelmed with gratefulness, right. And that's whenever I was like, alright; see that, you know, there, there was a long journey, a long process. And I think one of the best things you can do is, you know, I'm trying to, in the first four episodes put in, you know, this, you know, the last, what, 12 or eight years really findings of how did I go from, you know, not being able to afford a $100 a week, so personally managing over 110 million, which it looks like we're on pace to do another 170 not another 170, but 170 total million dollars. That's a lot of money guys. That's a lot of money. [08:06.6]
So at the end of the season, whenever I do a Q&A of traffic and about traffic, you might want to tune in on that one. And if you have any questions ahead of time, make sure to go to JaysMastermind.com/ask. But that really the cherry on top was I was actually able this year alone to win a bid against many of the, the spaces, if I said the names, you would freak out, the gurus of the gurus and the traffic community. For a company by charging almost three times the amount of money for my services fees to take a company from a hundred million dollars over the next three years to 1 billion in revenue, how I was able to do that is I made the vision extremely simple. [08:52.7]
And I think I put that in one of the episodes is that we get too caught up on being cute and gimmicky that if we just simplify it, you'll always have a lot more success. And I put in here, the significant shift happened when I intentionally actually got stupider about marketing and smarter about business. I used to obsess about knowing every platform's ins and outs and all the super duper Ninja hacks. Cause that doesn't sound like any of the marketing products on the market right now. And all that did was make me the smartest guy in the room, I would be brought in to ask my advice and it would be like, Wow, that's awesome. I would spend my time micro analyzing every matrix and trying out every new targeting hack and thinking that if I could just get my CPCs lower or my CPLs lower, whatever else, vanity matrix, just if I can just get a slightly lower or find some super-secret loophole, targeting method, that would actually be the key to unlock my success. [09:49.7]
But it was actually wrong when I shifted my approach to knowing how to talk P&L management, for those who don't know that's profit and loss, right? At the end of the day, you can say impressions what that means as far as brand lift and be able to justify it. They're going to be like, Well, so? You can basically be like, well, I generated this many clicks. Okay, so? Well I generated this many leads. So? Like a business cannot run on their forecast or their profit, you can't pay the bills and pay salaries and stuff like that off of how many leads you generate. You're just not going to be able to do it. So whenever I actually shifted socket, being able to talk about, you know, P&L management, forecasting, budgeting, understanding that aspect, smart goals, again, that's a whole series that I, or the very next episode; and revenue projections, I went from being the smartest guy in the room to the highest paid. Because that's the language of business. [10:45.9]
It's not clicks impressions, market share. It's not your CPLs; it's not your CPA. Like all the other acronyms, like at the end of the day, it's how many dollars did we go out versus how many came back in? So when I started to pitch people by my simplicity of approach, versus the complexity of my skillset, I could 10X my fees while dealing with fewer objections. So any time I'm going to put this a bold statement, I hate it when people put like these general all encompassing stuff, but I say, anytime, price is an objection with one of your clients, if you're in the service of pitching people, it's clear indicator that they don't truly see the value in what you're saying. Again, kind of going back to sometimes they are listening to your pitch while a lot of other stuff's going on. Sometimes you have to reiterate a couple of times before they actually see the value. Just cause they listened and just cause they can even say it back doesn't necessarily mean that they see it, right? It's not always a sell harder objection, handling reframing scenario. Sometimes you just have to simplify the process. [11:50.2]
Which is true it’s like if Jonathan with The Podcast Factory got on and started telling me a bazillion different ways, as far as syndications and all this other kind of stuff, you know, it probably wasn't going to be a successful sales call. But I knew specifically going in ahead of time, cause I am the smart business person, exactly what I was looking for. And I don't even think it was even a complicated conversation. I think it was like a five minute call. And I was like, this is what I'm looking for. And you're like; do you have any questions with me? I'm like, send me the bid. You see what I'm saying? Because I already knew I worked it out ahead of time because I knew the value; whenever you look at all right, we did a, a 10 episode shoot. I know through that 10 episode, shoot, not only am I going to get the video that, that also gives me audio collateral. So that's an additional way to reach people. Not only that I'm going to be able to get three to five different mini clips that I can basically utilize for my different advertising needs and stuff like that. Not only that I'm getting like social media, I'm getting graphics, I'm getting everything professionally produced. I'm getting all of this collateral. So whenever you just look at the pure collateral, the ways that I can repurpose this through what The Podcast Factory does and through what my team is planning on doing for my advertising, it comes out to all of that professional stuff, it's roughly about 15 piece or $15 per content. [13:02.5]
Jonathan: That's it? Oh, damn, we're too cheap.
Jay: Forget about having the accountability to forcing myself to do it whenever, you know, technically I could justify every reason why I should probably, you know, have some time off right now, but I have the accountability. I have weekly coaching. I have all of this other stuff and connections and networks that I can leverage that offer, that that's real world value. [13:27.0]
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. [13:43.9]
Jay: So sometimes too, it's breaking it down. Whenever we start looking at one of the episodes at the end of the season, which is all going to be about profitability hacks and stuff like that, but really breaking it down. Some of the biggest success that I've had is breaking it down on a per hour basis with the clients. It's like, here's all of this media stuff with all this fancy targeting, well know like we're going to take care of you and if you try to do this yourself, it's less than getting a $10 an hour employee on staff. And what kind of results do you think you would get with it to know an hour employee versus everything we're doing? And almost every business owners is like, Oh no, that's horrible. Like receptionists don't even make $10, hell McDonald workers don't even make $10 an hour anymore. Or do they? I think they're a little bit higher. [14:28.5]
Jonathan: Dude, I have to ask. And I know that anybody listening is wondering, how did that shift happen? Because this is one of my favorite topics.
Jay: Yeah.
Jonathan: And I’ve actually written it down. And what would J do, the CEO thinking.
Jay: Yeah, yeah
Jonathan: One of my new things. How did you realize that you were talking jargon that didn't matter? And then take the risk of simplifying.
Jay: Yeah.
Jonathan: Where does that click?
Jay: Where does it click? And that's actually one of the main questions that actually came up. It's you know, how did you make that shift? Or what was that key shift? I would say specifically in this use case. Again, I'm in the marketing arena. I, over a three year period, I was hired through like one of the largest, it's a USA today, Ganette all this stuff. One of the largest media companies, billion dollar companies to be the SME. Have you ever heard of a SME?
Jonathan: No.
Jay: Subject matter expert.
Jonathan: Okay. [15:21.7]
Jay: So again, I was the smartest guy in the room. So what would happen is a sales guy would go out and prospect, they would bring me in as the shock and wow with like this, these people know. What the heck they're talking about? They didn't understand what I had to say, but okay. So then they would go back to the sales guy and the sales guy had a heck of a lot easier job because they were talking simple. So over literally a three, three and a half period, it was almost 7,000 conversations I had face to face with business owners. 7,000 talking with real business owners and quickly realized, and some people are like, all right, I've got my spill, I’ll go with it. That's just not me because I'm obsessively, compulsive about micro analyzing or not micro analyzing, but increasing efficiency in every process and procedure and everything like that. So then I started thinking, I'm like, all right, I'm talking about this brain awareness, how basically, you know, we can get you X amount of impressions on this. And basically what the data and the research shows is that that'll show a 60% brand lift as far as product consideration in your marketplace. It's all about freak, scene repetition and all this other kind of stuff. And people are like, Oh, okay. And then look, and basically be like, all right, well, what does this guy mean? [16:34.3]
Jonathan: Translate, please.
Jay: Translate. And they're like, you give money. We make money. It's like, Oh, okay. Yes. I was like, well, hang on, that's what I said. It was literally trial by fire. So this isn't theoretical, this isn't book type of stuff. It's literally having these conversations and got tired of just people. Like, again, it's one of those things, Hey, you did really good. Oh you're really smart. But then I'm like, all right, well, why are you clearing $150,000 Mr.. Sales rep? And I'm clearing $42,500.
Jonathan: No kidding.
Jay: How do I get to yours? But I'm not a sales guy, right. So it was literally having these conversations and saying, alright, well, let me try this different approach. Let me try this different approach, which is the reason why, and that's over 7,000 conversations, which is the reason why, you know, people obsess about even like the copy in their ad or. I tried everything, I put up this one campaign and it didn't work well, put up more. You see what I'm saying? It's just like, you're not going to know. [17:34.6]
So anyway, so that was kind of the, the, the big shift, as far as just real world example, that's the reason why you want to learn from people who are actually in the trenches doing. That's the reason why I didn't go out there and hire somebody that says, Hey, yeah, we, a lot of this podcast stuff, I went out and hired the people that were in charge of producing the podcasts that I enjoyed listening to, they were in the trenches. I could care less about your info product on ClickBank, which is just going to basically be rehashed. You see what I'm saying? And that's a lot of the market, right?
Jonathan: Yours, right.
Jay: But anyway, so I sit in here. Sometimes she, you need to step back and quit thinking like the Ninja ad pro you are, you know, I guess this was actually in the AdSkills communities where I put this. Stop trying to sell them the fancy, bright idea or the advanced ways you can do XYZ and simplify, you know, business owners don't care about your advanced ad skills. At the end of the day the only thing that matters is how you're either going to one grow top line revenue or two, do you know what the second one is?
Jonathan: Yeah. Cut expenses and get more efficient. [18:34.3]
Jay: Yeah.
Jonathan: Yeah. Dude I’m getting good at it Bro!
Jay: Yeah. You could cut expenses or basically translate it, increase net profit margin. Right?
Jonathan: Then profit, that's the way you save money.
Jay: That's the way you see it. That's that, that that'll get the little pink thing coming out of the business owners. And I say the pink thing, because I just got a puppy and I was just like, jeez, anyways, everyone knows what pink thing I'm referring to. Right?
Jonathan: Unfortunately.
Jay: But you develop the add skills. You develop, you know, all your techniques, you develop all this stuff. That way you can fill in what you're promised them, but at the end of the day, you know, they don't care about them. You know, again, it's all about RA. [19:12.2]
Are you going to make my life simpler? I could care less about, you know, how you're going to normalize. And that the compression settings that is going to make my voice sound that the best and the sexiest, then all of this other type of stuff at the end of the day, I was like, look, can I give you money? Can I trust you to make my life simpler? Which to me is really coming into efficiency game. Because if I try to go out there and mass produce everything myself, I'm going to charge myself a heck a lot more than 15 pieces of content. So it's one of those things to where it, just to me, it made that, that smart business decision. So I literally developed my personal strategy methodology. So how I started learning how to simplify is actually having those conversations with them. Cause I was like, I don't understand. I'm seeing the same thing that they're saying is I actually started pitching what I did to my kids, a little preteen. I'm like, all right. They're like, what do you do? I'm like, I do this. And they're like, what? And that's one of the best things that you can do as far as a business owner is to be having an idea. Is it simple enough to where a kid can understand it? If so, then you have something that you can build a strategy off of. [20:20.3]
What was the jargon that I used, right. That's really what got me to refine it. I'm like, all right, I want to, not only have my kids understand what I do, but speak it back to me. If they can understand it, any business owner is going to understand it. And honestly, most business owners, it's just like dealing with toddlers anyways. They want it now, they ask why, they do all the stuff they don't understand, everything's immediate gratification. Then it's just true. Like a lot of it, that's why I've specifically built systems to get myself out of that equation. But anyways, let me move on to this really quick, that way we can wrap up this episode. But I said, once it made sense to them, I knew it makes sense to anyone. And that's what I used to do, even with my ex-wife. Like whenever I used to write copy, I started as a copywriter. I was like, Hey, you know, nothing about affiliate marketing and read this copy on affiliate marketing. What made sense? What didn't make sense whenever she said, wow, that was good or, yeah, that made complete sense, I would run that. And that would almost hands down when somebody was outside of my market, beat my control. [21:18.7]
So a little bit something to kind of think about, because honestly, all of this stuff forced me to stop getting in the weeds as much. And at the end of the day, even with my own strategy, there's a bunch of advanced Ninja S type of stuff. I think even posted one in the TPF, there's a lot of stuff that you can do within the ad networks. But a lot of that does take about 80% of your time. You can get busy doing all the advanced in the weeds stuff, but it really doesn't make a difference to the top line results, right. But more importantly, the only thing I put on here, the only thing that can keep you from succeeding are the excuses you feed yourself. Here's a little bit more, the reason why I think, and the reason maybe, maybe I should change it instead of ‘Internal Ramblings of An Insane Marketer, maybe do a ‘Internal Ramblings of the show, Socially Awkward Marketer, because one I'm an extreme introvert, borderline hermit. Like I am completely okay if I'd never leave the house, I'm an ex drug addict. I always put B.C. of course, right? Because X is the key thing. People were like, Oh, you did drugs. I'm like yeah I did a lot of drugs. [22:25.6]
When you're on the road as early as I was when you hand an 18 year old, a 100K a year with open rain access to the world. By the time I was 20, I already put over a million miles in the air playing with rock and roll hall of Famers. You're going to learn how to do a line of cocaine or two. It's just going to happen. But despite all that, I would say that I am socially awkward to say the least, I am. I know it. That's the reason why I don't do the sales calls, anymore. I definitely don't talk to customers. I tend to fire people whenever I talk to them, clients. They say the wrong thing, I'm like, you're stupid I have no tolerance. Gone. Here's the reason why I'm like subscribe or Don't I don't care because at the end of the day, I know people are, but it's, there's a whole principle life. I don't kiss anyone's ass. I don't pander to anyone. [23:16.4]
But which you can definitely, probably attest to my social awkwardness. But what a lot of people don't know is that actually I do suffer not suffer, you know, people say that I suffer from it. From social anxiety disorder, you know, I have PTSD. I am not smooth. I'm blunt to a fault. Most of the time, I think I'm funnier than I am. There's no comment. Your smile said at all, right. And I'm extreme perfectionist and a horrible procrastinator. But despite all this, I still find a way to succeed. And I did it by realizing that if I wanted to do the same old thing, I'm going to get the same old results. There's certain things that I can change about me and I have for the better, like, Hey, let's not do, let's not speed ball. That's a good thing I can change about myself. Dealing with PTSD, there's coping stuff I can try, but there's stuff that's always there, so I've put systems and processes in place. Social anxiety disorder. Like I understand that like me and a large group of people is probably not going to be good. Don't invite me to console you or don't call me to console you. If your parents just died, I'm going to say the wrong thing. I'm going to try to be funny and I'm going to piss you off. [24:32.6]
But when you focus your effort on creating and perfecting simplified systems, processes, and procedures, versus your role, ability, skills, and talent, that's when you go from being the smartest person in the room, every single time to be in the highest paid. So I put in here, if you want to see how ridiculously simple the process I put together with all those things that despite PTSD, social anxiety disorder, social awkwardness, all of the I'm the guy that all of the shrinks that they forced me to go to, basically say, I'm a textbook example of resilience, right? If you knew a lot more about my past, you would understand, but despite all that, we can make excuses of reason why we can't do something. Why now's not a good time. We can always delay or we can work towards achieving the life and the dreams that we've always sought after. [25:26.2]
Right now, I never have to worry about how much something costs. That's great, but I'm not satisfied with that. But there was also a time just a decade ago, living in a car, no food for days, bankrupt, not just bankrupt, like no money in the bank, bankrupt, counting quarters to get diapers. And in a decade, if you stop trying to be something that you're not like the Shakesbeard to thy own self, be true, know your weaknesses. Sometimes you can change them, sometimes you can manage them, but if you can't do it, get a team around you that can support you. Get those systems, put your own back against the wall. And sometimes the best thing you can do for your business is fire yourself from the business. That way you can work more on it with the stress, the strategic direction. But if you're trying to do everything, you're the reason why your business has hit a plateau. So on that note, I think that concludes episode six. [26:27.1]
Jonathan: Yeah. What do you have coming up next time?
Jay: Ah, what do I have coming up next time? Now it all changed, cause I went to a two parter. I see, that's the thing I was trying to, I was going to push all of that, all of that.
Jonathan: I can see that
Jay: Into a single episode. So let's go to the notes. I think I did. Oh, I want to talk the The Smart Marketer recap. This one might be a little bit quicker, but that's the promise. Oh well, that's the whole point of the show is The Smart Marketers, what that means and then we're going to get into a little bit more applications. So this is going to be the tactical. I did the whole story leading up to, How then do we utilize the smart methodology to actually start becoming more of a CEO, less like an employee.? So all that coming up next.
Jonathan: All right. Looking forward to it. Another episode of Jay's Mastermind Podcast is in the can. Go to JaysMastermind.com for more, and we'll see you next time. [27:17.0]
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