Explore every episode of the podcast Rich Ad Poor Ad
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Title
Pub. Date
Duration
How Ridge Wallet Spends Multiple 8 Figures and CONTINUES to Grow
22 Oct 2021
00:33:59
The reason you shouldn't be hyper focused on 1 specific channel.
Scaling CBD Brands like a pro with Aaron Nosbisch from Lucyd
29 Sep 2021
00:34:08
The importance of understanding ad policy and the importance of educational content
How Damien's Infused Traffic ended up making him a MILLION dollars a day
21 Jul 2021
00:15:41
How to run an ad campaign that gives value with no Call-to-Action?
The Birth of Mike Filsaime GrooveApps and the Affliate Army that Captures $3-5K Customers a Day
25 Dec 2020
00:59:07
GUEST BIO:
Known as the Michael Jordan of Internet Marketing, co-founder of GrooveKart and CEO at GrooveFunnels and MikeFilsaime.com, Inc., Mike Filaime is one of the founding fathers of funnel marketing. His companies have done over $150M in sales and he has created some of the most influential software and strategies that have fundamentally shaped the methods and technology of today's marketing industry.. His prior experience includes serving as co-founder of Marketing Genesis. Filsaime is a graduate of the New York Institute of Technology where he studied Computer Science and Suffolk Community College where he earned a Bachelor of Science degree.
TAKE AWAYS
How putting all your energy into giving away your product free eventually adds up to big bucks. Why selling the hype instead of the product instantly obliterated the biggest barrier to signing up. The genius of creating an “anti-upsell” page that built massive goodwill and credibility. What made his “mouth breather” COVID-era ad an unbeatable control. Why you should spend a ton of time optimizing this one component and not even think about generating traffic.
In this episode, we talk with Mike [inaudible] of GRU funnels, the viral funnel and page builder that is scaled to 200,000 users in less than six months. We talk about how they scale their fall to spending 25 K a day on ads and how they have become an eight figure business. In a short matter of months, Mike talks about his entire strategy of how he thinks about funnels, offers, framing of those offers, and ultimately how to scale those to the moon. Mike is a legend when it comes to online marketing and his launches are some of the biggest ever. So enjoy this episode and we'll see you in there.
We want to rewrite the game. We don't want to create another me too. Pagebuilder we want to, we want to do something that's never been done before. And, uh, you know, we've got a lot of very lucky in a lot of ways because they said, you know, I said, how much is that going to cost? And they said, it's going to cost about 60 grand for about three months,
Listening to the rich ad poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. Welcome to another episode of the rich dad, poor ed podcast. This is your host, Zach Johnson. I'm with Mr. Dillon carpenter. How are you doing today, Dylan, man, I'm moving and grooving. And I'm looking forward to this one. Yes, I am so excited for today's guest, everything. You know, that we're all about here at the rich ed port podcast is bringing you some of the best marketers on the planet that are scaling winning ad campaigns, as well as really bridging the gap between finances and marketing and today's guest invest in not only brand and ads and direct response marketing, but has a totally new perspective on, on how to think about investing in your brand and in your growth.
So a really famous guests also needs no introduction. Um, but, uh, I'm gonna, I'm gonna take a stab at anyway. I mean, you've been all over the web, uh, for the last, like what maybe two, three months straight and as one of the co-founders and partners at groove funnels and has a, just a litany of experience in online marketing, uh, prior to, to grew funnels. So without further ado and along getting this intro any longer, um, Mike Filsaime, welcome to the show. Thank you very much, guys. I'm happy to be here and I too am moving and grooving excited to be here
100%. Oh my gosh. I love it. Well, congrats on, uh, just the launch of, and the success of, of grew funnels so far. I think, uh, you know, the funnel that you've designed here is absolutely brilliant and, and honestly following you for quite some time, it really does feel like accumulation of your life's work, uh, that is thought through in every aspect of the product through, through the funnel. And, um, it's so excited to see how viral, uh, this, this launch has gone for you. So congrats,
Thanks. Uh, you want to present, right? There's a culmination of everything that I've done online has been put into this, uh, into this platform. So all the way back to the early days, you know, my first, very first, uh, you know, software product was something called Powerlink generator and all that, you know, that I learned in there, uh, you know, that, that was the 4runner two pretty links if you know, people ever heard of or use that on WordPress, that was basically, you know, WordPress was taking off and I was fighting WordPress. Like, no, I've had I butterfly marketing, I have dynamic sites and I just, I just couldn't keep, you know, we couldn't compete with, with WordPress. It was free. And then so instead of me adapting my software products, like viral friend generator and, and, um, and Powerlink generator and butterfly marketing and these different things into WordPress, I other people went and created awesome different plugins, and I kept thinking a little bit bigger and, and so on and so forth.
So yeah, grew funnels has a bit of, you know, my very first, uh, marketplace product that competed with ClickBank pay.com. Um, it has Powerlink generator, butterfly marketing, viral friend generator. Uh, and then, you know, uh, you know, from there, you...
How Nathan Otwell Retargets the Hell Out Of Prospects to Rake In $50M for Shopanova Clients
23 Dec 2020
00:37:30
GUEST BIO:
Chief Marketing Officer at Shopanova, Nathan Otwell bills himself as a paid social traffic and innovative funnel strategist as well as a growth hacker of agile advertising strategies who is responsible for 9-fiigures worth of new business revenue for the company. Prior to joining Shopanova in early 2020, he served as President and Chief Marketing Officer at Digital Nitro, LLC, Paid Traffic Specialist at Revere and Chief Media Officer at Grantwise Enterprises, LLC. He was also co-founder and Marketing Coordinator at the Arkansas Guardians amateur football team, a Junior Account Executive with the Walmart Shopper Team, and a Sales Representative at Complete Nutrition. A graduate of Arkansas Tech, Otwell earned a BS in Business Education and BSBA in Management and Marketing.
TAKEAWAYS
Why if you don’t know these 3 numbers in your business, you will NEVER be able to scale ever. What’s to love about Facebook campaign budget optimization. The old-school Gary V. tactic he uses to create iron-clad engagement -- time-consuming but totally worth it. Why insisting on getting a 10X return on every order is a ridiculous benchmark for profitability . The overlooked advantages of Facebook AB testing when it comes to budget.
You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. All right, everybody. We are back this week with another episode of the rich dad, poor ad podcast, where we dive into what ads are working. What's not really crappy ad and some kind of more financial tips, uh, you know, make everything a little bit jucier.
Well, this week we have a very special guests. Nathan, Otwell from Shopanova, he's been there for about a year, took over the CMO role. This January, these guys are spending shoots hen million generated well over 50 million in revenue. We were actually chatting about a Bootsy client. Who's spending about 75 K a month and generating well over a million a month in ads or in revenue there. And I was just geeking out. So y'all give a nice warm welcome to Nathan Nathan. Thanks for jumping on, man.
Heck yeah, well, sweetie. So I mean, give everybody a little background of kind of who you are and shop a Nova. So we have some context I've seen a hundred of y'all's ads for years. I believe formerly it was staggered media. Um, we can kind of double check on that bad boy, but kind of get everybody a little background there.
Yeah, for sure. Uh, so a little bit about me. I live in Bentonville, Arkansas. Uh, basically the most landlocked part of the United States there is. Um, but the thing is, it's also the headquarters for Walmart and Sam's club. Uh, Sam Walton actually grew up here, lived here, um, grew his business all throughout Benbow Arkansas. Um, my great-grandfather was actually, this is a good story. Um, my great grandfather was actually offered to be one of the initial five investors of Walmart to get it, to get the first store opened and he turned it down. So, uh, yeah, Sam Walton was hitting up all the ranchers in the area of the time. It was just a bunch of ranchers. Uh, my great grandfather made a killing and cotton back then, and that was in Texas, comes up here, buys, uh, just a ton of land, starts a cattle ranch and Sam Walton's going around to all the cattle ranchers and saying, Hey, you know, I've got this idea for this really cool store.
That's going to have everything. Basically it's a one-stop shop. And my great grandfather was like, nah, pass. Just kinda like whatever. And my dad always tells a story like the, the biggest failure in our family, because we could be worth, uh, the original five or collectively worth like 15 to $20 billion or something like that. So we can be, my family is like the one that got away, man. Oh my gosh. It's crazy. But yeah. So grew up in Northwest Arkansas, went to college at, uh, Arkansas tech university. I got two degrees in management marketing at that time. Uh, came back home, started working for Walmart and shopper marketing field, which is basically where a Walmart suppliers, the rantings. They don't really want to take their marketing strategies, the marketing mix out of the national scene and put it just for Walmart. So what we do, what we did as an agency was we would take the brand teams overall national strategy, and we would create a Walmart shopper specific strategy to get Walmart shoppers into a store, get the product off the shelf into their court, get them to the checkout, all that good stuff.
Um, it was really good experience. Uh, I got some great, great marketing mentorship in that. Uh, dude hits me up in the area and says that he's into some really cool stuff in Facebook and Instagram paid traffic. And I was just, I didn't, I mean, I didn't know anything about it at the time, but whenever I was on the Wal-Mart agency, we did a shopper social stuff, which is more like blogs and influencers and all that stuff, paying a ton of money for stuff. Um, we're talking like targeted banner ads, a campaign for a targeted banner ad at Walmart is like 150 $200,000 for like 60 days, stuff like that. So, um, and it's all pieced out by the impression by the reach and all that. You don't really get that performance standard. Like you don't get told like what type of ROI or return on ad spend, you're going to get, you just have to create the strategy.
And they're going to tell you how many people th...
How Brad Costanzo's Quasi-Odd Questions Open Crazy Doors to Big Business Opportunities
21 Dec 2020
00:53:23
GUEST BIO:
An investor in business and technology companies and growth strategy advisor, Brad Costanzo is the founder and CEO at Costanzo Marketing Group, principal at Costanzo Capital, Partner and Advisor at CDB Capital Group, and Advisor and Investor at Otomo. As the host of the award winning podcast "Bacon Wrapped Business" he uncovers what's working now with some of the top business experts in the world. Prior experience includes positions with Brandetize, RealEstate Investor.com, Frank Shamrock, Inc. Jesse Itzler, Real Estate Worldwide, MIH Publishing & Marketing, Organifi, and Prudential Investments. A graduate of The Wharton School of Business at the University of Pennsylvania where he earned the credential of a Certified Investment Management Analyst he earned his BS in Investment Finance and Economics at Eastern Illinois University.
TAKEAWAYS
What qualifies as a touch point and how many of them it takes before a prospect is ready to buy. (It’s way more than you think).
How to create an absolutely irresistible offer -- if you’ve got the guts to do it.
Why falling in love with marketing metaphors might break your heart and response rates -- and what you should do instead.
The 24 objections you should be 100% prepared to handle.
Why offering this free of charge works better than requiring a prospect to “pay for it” by giving you their email.
In this episode with Brad, we dive into how to break down the core beliefs and principles that your prospects and your web traffic need to believe in order to buy. It is a proven strategy and a method and process that he's implementing for all his portfolio clients. Plus you'll also learn the path of how Brad has basically gone from hired gun and advisor and consultant to now acquiring businesses and exploring even a $50 million potential credit fund to buy even more and more businesses. It's a great episode. Hope you enjoy.
Entrepreneur, which is, um, um, create a pitch deck for what the proposed use of funds will be. Um, in this case, it is to do an it service manager, MSP roll up.
Listening to the rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it. Welcome to another episode of the rich dad. Poor at podcast is your host, Zach Johnson. I'm with Mr. DC, Dylan Carpenter. How you doing today, Dylan? Good, man. We got an exciting one here. Yeah, I'm excited about today's guests, you know, for a lot of the agencies listening, I think today's guests is like had the perfect consultancy and consulting business that a lot of, of ad agencies or smaller agencies should be modeling after.
I also think for some of the agencies that have gotten stuck in agency life, uh, can really learn a ton about, um, how to rise above it, uh, and really take things to the next level and, you know, build a revenue stream beyond retain hers as well say. And, uh, and so today's guest is also, uh, the host of, uh, the bacon wrapped business, uh, podcast, which is, um, a PR pretty awesome podcast. I mean, he interviews some pretty, pretty high level entrepreneurs, um, on the show and it's a pretty, uh, diverse, uh, diverse, uh, group. So without further ado, Joe, uh, uh, Brad, how you doing welcome to the show, man. I am doing great. Thanks for having me. It's a pleasure to be here. Yeah, man, I, uh, I'm pumped to you on, I feel like you are, um, the, kind of the perfect blend.
You're like the perfect guest for the show in the sense that there's like straight media buyers that love to just talk about rich ads all day. Uh, but then, you know, there's people like yourself that, uh, you know, in your words, like focus on growth, you know, across the board and are really thinking about, you know, the financial aspect of it, right? How do you budget for growth? How do you reinvest in the growth? Um, and it really is, uh, growth is all about, you know, being a good investor and allocation of resources. And so I'm excited to dive into that, uh, because I know that's like, um, right up your word, so pretty a little bit up to speed about what you're up to, uh, these days and, uh, and a little bit about how you,
Yeah, my pleasure. So, I mean, I I've been in the digital marketing space for about 12 years, having back in 2007, I'd left a career in financial services, 2007, 2008. It was it voluntary, right? Uh, everything was falling apart back then, but I had spent my entire career is a both investment advisor as well as like financial investment advisor and, um, and then a consultant to the advisors at Prudential securities. So I managed to book a business, uh, recommending stocks and, you know, portfolio allocation, et cetera for a while. And then it got a little bit crazy and I moved into the corporate side, working with financial advisors, helping them convince their clients to do fee-based business, et cetera. Um, the recession was, uh, you know, cause a lay off at the company just so happened. It was the same month. I read the four hour workweek by Tim Ferriss and I had no idea this was a new area to me.
I was in my early thirties and I just remember thinking, well, I mean, the...
" Gil Ortega Does the Numbers on the CAC Advantages of Real Time vs Static Data "
09 Dec 2020
00:41:21
Known as “The Chief Rainmaker”, Gil Ortega has been a go-to Customer Acquisition Specialist for over 24 years and today works exclusively with agencies to transform their client’s customer acquisition cost. Currently head of IDENTYO and Profit Worldwide, Inc., Ortega has also served as CEO of Leads to Wealth, Inc., Vice President of Sales for Pixels3d, CEO of Beyond Profit, Director of Entertainment Client Recruitment for ProSports Management International and Owner of Chili Productions -- a company he started as a sophomore in high school. He is a graduate of UCLA where he earned a Certificate in Music Business Extension, and Grossmont Community College where he earned an AA in Video and Film.
TAKEAWAYS
Why ridiculously expensive Customer Data Platforms are obsolete -- and how to get even better results at a fraction of the cost.
How to create an outcome-based ideal offer in 30 days or less.
Why static data is history and what you should be using instead.
How ramping up too fast can kill your algorithm’s targeting -- and what percentage increase on ad spend per day will keep it alive.
Who’s 1000X better (and cheaper) than Axiom and Oracles at finding your best customers.
On this episode of the rich dad, poor dad podcast, we have a very special guest, mr. Gill, Ortega, we dive into real-time data and how to use it properly across multiple channels. Ultimately lowering your cost per acquisition. We also kind of dive into some tips that Mark Cuban gave them towards the end of last year. That completely changed the way their businesses ran this year on the poor ad side of things we dive into, you know, not understanding more real-time data and static data and the importance of using, you know, the data you do have with consumer behavior, um, to really kind of move that needle and lower your CPAs. Make sure to tune in this one's all about data and it is solid
Created an outcome result-based offer that literally within 30 days, all we're doing is pushing in audiences that we're identifying segmenting and delivering into the various ad platforms, Google and facial being the primaries, but it can go everywhere. Every, every major ad platform, including DSP is
You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it.
All right. All right. On Friday, everybody, we are back in action with another episode of the rich dad, poor ad podcasts. We've got your host, Dylan Carpenter and the house. You know, we're going to talk about what's working, what doesn't work and then some bad-ass financial principle tips. So today we have a very special guest, mr. Gill Ortega. Back in the day, he was doing a ton of lead gen, you know, managing she probably 4 million a month, but that was in the past. Now he's the co-founder and chief Rainmaker of identity, which is kind of more of an audience creation biz, but without further ado, but the hype is real guilt. What's that, man. Thanks for hopping on
Not a problem at all. So kind of give everybody some context of, you know, who you are, what you're doing these days. I didn't see. Oh, sounds super awesome. I'm super into it. I'm excited to learn more, but kind of give everybody some context of kind of what you're getting into.
Sure. So Zach and I met in 2015 and right when he was starting funnel dash and, uh, it was big data that I was making a really big pivot into from lead gen to, to audience creation and data-driven campaign. So, you know, all, all the privacy can per all the privacy concerns that we're hearing nowadays, you know, from like the Cambridge Analytica fiasco a few years ago, to current concerns, GDPR, all of that, wasn't going on when we started in 2015, creating what is known as identity resolution or identity graphs. And I, and just to give you some background, I'm going to, I'm not going to get into the weeds of data because it always makes people's heads spin and it, and, um, it just, you know, it's not the sexiest thing. And when it comes to marketing, you know, it's like the data and the analytics and how, you know, how you target somebody.
But basically we started, uh, creating identity graphs and, you know, the old cliche of the right message at the right time, you know, pretty much every company either says they do that or wants to do that. It's, it's basically the, the levers in terms of data leverage to be able to do that. So you identify somebody that is visiting your website, right? So that's the identity part, and this is all top of funnel. So people that have not filled out a form, you know, opted in to your, to your list, we're identifying somebody and then you you're able to track that person across devices. You know, how many devices do you got now? Like you just look around your desk, right? Like a lot, right? Yeah. Probably eight or nine. It seems like. Right? So the more devices that people start piling onto their daily usage, the harder it becomes to attract somebody.
Long Form Copy Guru Jordon Menard Reveals Why Info-Rich Angles Trump Cheap Ad Tricks
07 Dec 2020
00:26:09
GUEST BIO:
Jordan Menard is the CEO and founder of Traffic Pilot, an e-learning platform that teaches people how to become highly-proficient digital marketers who can charge high-ticket prices for their services. He is also founder and CEO at the digital agency Longform Creative and has served as a Strategic Marketing Specialist for PayCertify, Head Media Buyer for Consulting.com, founder and CEO of Surf Media , and Marketing Director for FranConnect.
TAKEAWAYS
The secret behind the success of long form creative (its more than just length).
How to avoid becoming a one-trick pony by looking at what’s behind the CPR.
Why good stories sell -- and how to make a fortune by telling great ones.
What apps like instagram do to your brain -- and your chances for success.
Why flipping the script from cash grab to cash flow is essential for long term profitability.
Buddy. Welcome to another episode of the rich dad, poor ad podcast. We're going to dive into kind of, what's working a really ad and then some kind of more financial tips, you know, so we have a very special guest today, mr. Jordan Menard, um, the creative traffic pilot, the world's first preeminent digital marketing e-learning platform. And not to mention this guy's slang and some ads, but Hey Zach, you ready for this one? Okay.
Yeah, man. I'm excited to have on I'm I'm a fan boy of Jordan's work. He's worked with some pretty, pretty big names. Knows, knows the world of advertising. I think he's worked with like, gosh, anybody that's like in, in internet marketing and biz up from Ty Lopez, the Sam ovens, Dan Locke, freakin Robert Kiyosaki, Jordan Belfort. Um, he's worked behind the scenes of some pretty, pretty big campaigns. And uh, I'm also excited to talk to him about what, what, what he's up to and working on, uh, himself as well. So let's get him on the show.
Jordan was good, man. Thanks for jumping on what's going on guys. Thanks for having me, um, pretty crazy to hear, uh, you know, I always say that, uh, people don't know me, but they've probably seen my work. So when you hear who I've worked with on the info marketing side, uh, yeah, that's really what I'm known for, but, um, you know, I like to do a lot of, a lot of different, uh, stuff as well. I like it, dude. I mean,
You were just touting the fact that you've probably spent over a hundred million on ads over your career over what, let me say the last five years, is that fair to say?
Yeah, I would probably say five, six years. Um, and that's gone up and down and that's been over, you know, different platforms, everything from Google display, uh, native Facebook, um, since I've started my Facebook agency, um, we really focus on Facebook and Instagram, but I still run Google search YouTube. Um, really any network I can run on.
So one things that, that, uh, I knew about Jordan before Jordan knew about me is I was impressed with Jordan's long copy skills. There's very few, uh, people immediate buy and tech can do long form creative well, um, and most, pretty much stick to short form just to get the click and, and make the funnel do the work. Uh, but Jordan, you know, I'm a fan boy in the sense that I think you do a better job of pre-qualifying the click than, uh, the thousands of agencies that I know of here at funnel. So, um, yeah, I'm excited to have you on the show.
I appreciate that. That's actually, the name of my agency is long form creative segue I've ever heard. We could not have done that better. Yeah. That's the name of my agency as long form and um, you know, I think it's pretty obvious what we specialize in and people always ask me, you know, a lot of e-com guys, right? They're like, ah, too long for my copy. Doesn't matter. It's all the image. It's all that I'm like, Oh, is it really? Or are you just saying that because you're not making me images right.
I got evidence on this, this argument, right? That is it doesn't copy. Doesn't matter for e-commerce. So I was like, let me write an ad. I wrote an ad for them. It was selling beef jerky and I made the dynamic creative with an angle. It was way longer than anything they had, but I pulled a story about jerky. I tied the craziest stuff into that story. Before you knew it, you were ordering a bag of beef jerky supporting the troops and being a good Patriot American, you know, and when did she know that ad hit at like 5.5? My buddy hit me back and he's like, what's up scale daddy, that beef jerky dynamic creative you made is that a 5.5 row ads. And so that's a story of how coffee does matter. Now you can get away with it. But that doesn't mean that you can approach your actual ceiling. Yes,
Love it. I love it. We're getting into it, man. This is good. Let's just dive into it, man. Like what's the rich end what's working right now. Let's break it down.
So right now, um, I, you know, I, I don't mean to sound like we have a lot of ads that are working, right. I could have shown a lot of things. Um, I decided to talk...
Why Hawke Media Says Agencies Who Focus Soley on CAC are Doomed to Failure
07 Dec 2020
00:30:30
Hawke Media founder and CEO, Erik Huberman is in the business of growing and transforming businesses for clients like Red Bull, Verizon, Evite, Planet Blue, Stories by Kelly Osbourne and others. He is also Founding Partner of Hawke Ventures, Managing Director of Nest Equity Partners, and Operating Director of Arrowroot Capital. Prior to that he was owner of Erik Huberman Consulting which he founded while earning his BS in Business Administration - Management at the University of Arizona.
TAKEAWAYS
Why 99% of ad agencies aren’t helping their clients -- and how to be among the 1% that actually does The massive financial red flag clients try to fly that you should run from like the plague. How to float your client’s ad spend boat and make money doing it. The biggest thing agencies need to be concerned about with their clients (and it’s not CACs). Why today’s super low interest rates let you make a better case for getting ad spend bucks up front.
On this episode, Eric founder and CEO of hock meeting, I'd dive into land Rover's COVID-19 campaign, where they have a picture of a land Rover out in the, out, in the boonies, out in the wilderness. And this has practicing social distancing since 1948. He does a great job of breaking down why this campaign worked when it worked. Plus you're also going to hear about the underbelly of these larger mid-market and enterprise level ad agencies that are actually floating. Their clients is ad spending, meaning they're actually paying to the tune of tens of millions, of dollars for their clients in ads, and then waiting sometimes upwards of 90 to 120 days to get that spend back plus their agency fee. And you'll hear about why this is absolutely ludicrous and how you should avoid this at all costs and how you can actually make money by solving this problem for your clients. So without further ado, let's dive in to another episode of the rich dad, poor ed podcast.
Yeah. So I'm going to start with that asterix that like, I think 99% of that ad agencies don't help their clients. And so let's just take them off the table. So I don't think like the future of agency, I think is the same as it is now, because I think it's mostly, uninnovative like, or we run businesses, but the ones that are doing really good work that are going to come ahead. I think I have, and we'll think about the whole business of their client, not just the CAC that they're getting on Facebook.
You're listening to the rich and poor ed podcast where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it.
Welcome to another episode of the rich add poor ed podcast. We've got a phenomenal, uh, well-known guests, uh, today I'm super excited to have on Eric Huberman, CEO and founder of hock media who really needs no introduction, but Hawks been around the game for almost seven years now, I think, um, based out of LA managing, I think I want to say over a hundred million dollars a year in ad spend and works with clients across dozens of different verticals, scaled a ton of e-commerce brands. I'm excited to dive into it. Eric, welcome to the show. My friend. Thank you for alchemy. Yes, yes, yes, yes. So give everybody a little taste of what you're up to these days. I think most of the people listening on the show, you know, understands that that Hawk is, uh, uh, an outsource CMO for your marketing agency, uh, or as a marketing agency as your outsource, uh, CMO. But what what's the latest for, with you guys? Like what, what are you doing now and where are you taking things, uh, to the next level
We're scaling growing, thankfully like, you know, we are, we're built to be remote, so we weren't remote before all this, but it hasn't really done anything but helped us. And so we're actually bringing people on, in a lot of major cities around the country and really scaling up our team, uh, building out more offerings, you know, outperforming what we had done before, which was already pretty good. So things are going really well. We're growing fast.
That's awesome, man. So I, uh, I, I want to know why you started an ad agency. I, I feel like we've, we've got a large audience of ad agencies listening here, and a lot of them aspire to build an ex, uh, Hockney to hear this all the time from folks that are maybe doing, you know, seven, uh, maybe starting to approach eight figures, but talk to us about like how, how, how did you end up starting Hawk? And, um, and why is it, why are you still doing it today? Seven years is a long time to be doing, uh, uh, anything.
Yeah, I think masochism is a part of it. You know, I just like, I know it, honestly, it came from bill, I built installed two e-commerce companies. I just frankly hate most agencies out there. I think 99% of them are full of . And I have no idea how to actually scale a business. And this is coming from someone that has actually done it for myself. And so I was advising and consulting for a bunch of businesses and just found that everybody deals with this problem, that the agency landscape out there sucks. And so decided to do something about it and, uh, started building my own little SWAT team to help companies and then just scaled from there. Now, now seven years later and 170 people later, good place, you know,
Speaker 1 (
Dan Henry Dishes on Ad Angles, Cold Audience Funnel Formation, and Booked Calls
27 Nov 2020
01:04:01
The founder of the 8-figure enterprise, GetClients.com and author of The Wall Street Journal and USA Today’s bestselling book “Digital Millionaire Secrets”, Dan Henry has helped thousands of entrepreneurs sell their advice or services online, for top dollar. He has been featured in Forbes, Entrepreneur Magazine, Business Insider, and more.
Takeaways
Why the more you charge for a product, the less you have to spend advertising it. What his relentless “Book a Call” CTAs are really designed to do (it has nothing to do with selling). How sticking to his “sell nothing cheap” business model makes prospects more willing to buy What reverse organic advertising is and how it can get people off the fence Why he could stop running ads for two months and STILL get toasty warm leads.
You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. Welcome to another episode of the rich dad. Poor dad podcast is your host sack Johnson. I'm with the one and only Dylan Carpenter. You ready to rock this? Dylan?
Today today's guest is a new new agency owner. He's just getting started in online marketing and he made his first thousand dollars this last week. He did it all on a single day and now he's teaching other people how to start an agency and it is going to be good. He's the founder and creator of get clients.com. And uh, his name is Dan Henry who, uh, who is not at all the guests that I just described. But Dan is, uh, Dan is a character in the world of online marketing. And, um, he's doing some big numbers these days. I think he's most known lately for, uh, having the balls to, uh, to get out on the seas. It's just about how to like a ridiculous boat. I feel like that proceeds, uh, Danny. So I think Dan's the only person that we know on the show, Dylan that, uh, is like, see you later, COVID see you later quarantine. Like I'm going to go live on a boat piece.
I love it. Well maybe, uh, maybe you could tell people what you're up to these days. Cause I feel like, uh, your, your focus on like some, some newer things you're doing like a lot more high ticket stuff these days. And, um, it's not, it's not where you're up to. Like when you w when you just got, uh, selling chiropractors on local ads, so F fill everybody in on what's new.
Well, I haven't had that offer in a long time. Um, I stopped selling that while back cause, uh, you know, I, after I did about 8 million selling, like online courses, coaching programs, it had some events, you know, I, I found myself being a lot more passionate about how to sell your advice and, and, and I felt it was a lot more impactful than, you know, getting some extra, uh, guys into a massage parlor or something, you know? Um, I mean, maybe that was impactful for them. I guess it depends on the type of massage parlor, but for me, I wanted to impact at a higher level. And I knew if I could help other experts sell their knowledge. Not only would I help them grow, but I'd help them help others. And so I decided to kill my old offer and, uh, start teaching people how to sell their advice.
Died. All right. Three, two, one. In this episode, we dive in with the Wolf of advertising, mr. Billy Jean from Billy Jean is marketing. We dive into his winning ad that he has spent over a million dollars on over the last 18 months and exactly how he goes about creating, winning offers and winning at plus how he limits his losses on his poor ads. He talks about how he never loses more than a hundred bucks on testing an ad and how he's incredibly disciplined, uh, into the pro. Uh,
So sorry, who has to ever these interests three, two, one. In this episode, we interviewed the Wolf of advertising. Mr. Billy Jean is marketing. He's got over a hundred thousand students in 75 countries and 800 million people have seen his videos. He's an absolute legend and OJI in the world of advertising. And in this episode, he talks about his process for creating rich ads. And it actually has nothing to do with ads. It's all about the offer and how to craft a winning offer and how you can guarantee and ensure your success. Plus, he talks about how to limit his losses on poor ads and how he thinks about managing the numbers and the data and the financials in his business every single day and how he responds to them. It's an amazing episode.
We have a legend today. It is the one and only mr. Billy Jean Billy Jean is marketing man. The Wolf of advertising. I'm so excited to have you here, man. I honestly, I appreciate it. Thank you very much, Robert. And by the way, I just love the name of the podcast. It was inspired by you dude. I was like, Wolf of advertising was just so legendary. I love that. Oh yeah. Well I'm just saying it was inspired by you made that move first. Um, I was like thinking for months on how we could pull that off. If anybody's listening to this podcast and they don't know who Billy Jane is just, just stop listening. Um, you've been sleeping under a rock man, cause you're all over the place. You've uh, I mean, gosh, you got over a hundred thousand students now you're in 75 countries. You're just telling me you've got, what, how, how many times do your video has been seen like 800 million, 800. That's almost as many downloads as we get on this podcast. Um, amazing. And I, I I'm, I'm pumped to have you on. And um,
It's interesting with those visa, like, cause they're always targeted right at entrepreneurs or people that entrepreneurial space. So like my world is really funny. Like if I'm outside and I'm any in any place that has like entrepreneurs in it or something like that, like some award recognizes me in a second, but like if it's outside of the entrepreneurial world, I'm just like, who the is that guy? So it's perfect blend where I still get my life. But if I go into the realm, you know what I mean? Like it's it's yeah.
I love it, dude. That's awesome. So tell me a little bit, like what's new with you? Like what do you, what do you got going on right now that you're excited about? And, um, you're most known for, for your, for your advertisers that you rolled out like a couple of years ago, but uh, I feel like you've been like super focused this year. And so,
And um, honestly, you know, for me on the professional side, it's our virtual experience to our students. You know, we, we have a studio here in downtown San Diego and we spent a million bucks renovating our office and um, and just to deliver an incredible experience, like when people come to our calls, it is immersive. Like everyone's got their zoom cameras on, it's scored with music and all of that. And we got like seven different cameras and we do break out rooms for people to like practice. So like, you know, just think about any webinar you go to. Right? Usually you just sit there, everyone's muted. You can't see anybody in, someone's just talking to the president. You come here, we're like, hello. We say, hi, there's a tech test before, you know, and Tony Robbins really, the UPW really led the way with that.
In this this episode, I talk with Maor or the Wolf who's managing 20 million a year in ad spend for 2020 and egos deep about 30, 40 minutes into the episode on his points of strategy. He's one of the few media buyers in Israel. That's on the Amex black card and this guy squeezes out every point. Uh, you can, so if you're spending money on ads and all about the point game, listen to that segment. I also think when we dive into the four ad segment, mayor is very gracious to open up some of his own failures in the last year, in his own effort to rock his own brand. And it's amazing to see a guy jumped from the affiliate world to the brand world and some of the lessons that he, uh, had to learn the hard way. Um, even though his team was stacked with a players across the board from a media buyers to follow craters, to copywriters, um, and, uh, and, uh, and like, so enjoy this episode, uh, let us know what you think, and that will be, uh, we'll see in there. And the fact is that if you have something that works in this industry, people are going to know about it. So the choice is in daily, how much time you can save it for yourself, the choice is do you want that person to remember you as the guy who was lying to him,
Listening to the rich and poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with poor ads. Let's get into it.
All right, welcome to another episode of the rich ed poor ed podcast. This is your host, Zach Johnson with mr. Dylan Carpenter. How are you doing Dylan? Doing pretty good,
Yes. Yes. Today we have a dynamic, uh, entrepreneur who is really an affiliate, an agency owner, a brand owner, and a multifaceted entrepreneur. I mean, he's seen, uh, it from retail on, on physical stores. He's got a ton of experience in e-com and spends a boatload of money on ads. Um, I think this year he'll probably have an impact on over 20 million in ad spend. Uh, so I'm pretty excited to have him on, and he's got quite the, uh, quite the case studies to share today. Are you pretty pumped Dylan? Yeah, man. I mean, these are real,
So y'all buckle up, buckle up cause, uh, Maor the Wolf, uh, who was also a speaker at affiliate world and also a, a coach and a consultant and a mentor, I would say to many of today's top media buyers. I'm pretty excited to have on the show. So mayor welcome. Thank you guys for having me. I'm super excited and lady like, I'm loving this opportunity to speak with you guys and show a lot of my experience and basically case studies and stuff got a ton of it, man. And we're so excited. It's really cool. See, you know, your, your attorney of, of kind of exposing, uh, I think a little bit that underbelly of the affiliate world and, um, you know, you've done a ton of online education and speaking around, uh, just the killer stuff that you're doing on Google, uh, specifically, but today, you know, I really want to dive into what you're up to on the brand side.
You know, you're a really more focused, you know, on your, your e-comm businesses over the last year. And I really want to dive into, so maybe give everybody a little overview of your background and what you're up to these days. Um, so first of all, I want to start by saying that I think it's mainly just like when you did the overview, I got, I got the small look, um, from me as a brand and me as like, you know, just the scope of my career along, along the time. Um, and I just, I was thinking that it's more about the challenge for me in terms of like I wasn't going on stages. And then I went and be in the affiliate world a couple of times and biggie co who were in a bunch of puddles stuff. And I was even afraid, afraid of actually, you know, appearing, um, on YouTube and filming myself and stuff like that.
So I didn't see any shell knowledge. And I think that's my main focus nowadays would I would say it's just sharing with them things, knowledge, you know, I was speaking to a potential client or even about now that I might just partner up with. And the other day, like, I think two days ago he finished the conversation. I think he was just like remanded, like some friends or like [inaud...
How Using Store Visit Objectives Helped Dennis Yu Push Massive Local In-Store Traffic
22 Oct 2020
00:46:31
KEY TAKEAWAYS
Plunge into an insane depth of top-to- bottom details on a funnel that delivers 300X returns.
Why $5k/month flat fee local clients are a million times more profitable than ones that could scale to millions.
The psychological reason why running an old ad featuring an out of stock item can still drive massive in-store traffic.
The little known FB campaign objective that’s got scary-good “big brother” shopper tracking capabilities that others pay tens of thousands for elsewhere.
Why cheap video-views are worthless if they don’t deliver this essential metric.
How did Doelashes, a startup in the Eyecare space, manage to grow more than 980% in just one year
19 Jul 2021
00:17:41
How Jason Wong was able to grow so fast.
How Sam Cook Heats Up Frigid Audiences & Why Financially, More Heads are Better Than One
22 Oct 2020
00:27:07
Sam Cook is the Co-Founder, CEO, Chief Product Architect, Strategist, and StoryTelling Marketer behind the creation of the SanityDesk Business Operating Network. The business was under development for over 4.5 year by the marketing agency, James Cook Media where he was Co-Founder and Creative Director. Cook also served as CEO of Prism Communications and owned Uncle Sam’s New York after serving as an officer in the U.S. Army. A graduate of the U.S. Military Academy at Westpoint where he earned a B.S. in European History, he also holds a M.A. in World History from New York University.
Why 2.4 Million Downloaded Alex Charfen's Podcasts & His 2 Non-Marketing Secrets to Success
07 Oct 2020
00:46:37
Bio:
CHARFEN™ CEO and Co-founder, entrepreneur, author, speaker, and coach, Alex Charfen has spent 3 decades on the front lines of entrepreneurship and business, and is helping tens of thousands of entrepreneurs with 6 to 8-figure six-, businesses grow and scale. He started his career as a Fortune 500 consultant, then became a highly leveraged Florida real estate investor who was forced to declare bankruptcy when the market tanked. Rising from the ashes, they built an information product called the Certified Distressed Property Expert (CDPE) where they worked with major US lenders and real estate brokerages and taught other Realtors what they'd learned. He discovered that many of these principles applied to any small business and which led him to form CHARFEN which became one of the fastest growing small businesses in the country with the mission of empowering entrepreneurs. A sought after speaker and author, he’s written for Success, Entrepreneur, and Inc. Magazine. His story has been featured on MSNBC, CNBC, FOX News, USA Today, The Wall Street Journal, The Huffington Post, and Investor’s Business Daily.
Social Promo:
Today we get inside the mind of entrepreneur, author, speaker, and coach, Alex Charfen whose epic Momentum podcast that helps visionary entrepreneurs find their path and has gotten 2.4 million downloads. The creator of the Billionaire Code will talk about the #1 thing entrepreneurs need -- but rarely ask for. Why marketing is only a measurement and what the ONLY things that matters when it comes to success. Why all imitation ISN’T flattery and the all too common entrepreneurial misstep that cost him hundreds of thousands of dollars.
Key Takeaways :
Discover what gets startup entrepreneurs out of “the shit” they get stuck in for the first 12 months -- and how to lock it in after they get it.
How to tell whether you’re a marketer, an entrepreneur or a visionary entrepreneur. HINT: It has ZERO to do with your balance sheet.
What is the is the single most important thing you can build with clients -- and why integrity matters more than anything
Why your current mission statement is probably crap - and the 4 things you need to include to create one that moves your business forward.
What makes “fulfillment” the most fulfilling part of your business model.
Brett Williams Reveals the Secret of How to Get a MONSTER Bang for Your Creative Buck
08 Sep 2020
00:25:07
How Derek Tsuboi turned $28k into $2M with organic Facebook Live.
08 Sep 2020
00:26:06
How Undergrads Tripled Revenue Its First Year and Launched a 200 Person Moving Company
08 Sep 2020
00:24:23
Founded in 2017, Undergrads is a labor-only, local residential moving service staffed by trained university students. It uses a platform that lets customers submit moving job requests that students can accept and perform at a mutually convenient time.
Prior to co-founding the company, Thomas Mumford served as a Project Manager at EY CAAT which sells a technology solution that facilitates accounting and tax calculations for cryptocurrency transactions. He earned his BS in Industrial Engineering and Business Administration from Clemson University.
Co Founder, Chris Dryer previously served as the Business Operations Manager of Corkcicle and a Solutions Engagement Supervisor at UPS. He also earned a BS in Industrial Engineering from Clemson University.
KEY TAKEAWAYS
How they bootstrapped their way to tripling revenue their first year.
Why you should hold off borrowing as long as you can -- and what basic lending principal makes this their go-to 0% credit card
How they can get into new markets for $0 down just by launching a new ad campaign.
What lets them turn $1 of ad spend into $7 to $8 the first day of the campaign.
What they’re going to spend the $250K in funding on that they hope to raise in order to expand from 5 to 9 markets. (It’s NOT technology).
Testing...Testing...Testing...And Why Karolis' Savvy Speaker Selection Strategies Pay Off
08 Sep 2020
00:33:37
How Kendall Shaw Turned a 6 Figure Ad Spend into a 7-Figure Agency in Less than a Year
08 Sep 2020
00:29:33
Kendall Shaw is the founder and CEO of Atlanta-based Maybach Media, a full-service digital agency built to partner with eCommerce and education businesses to drive business growth with omni-channel strategies. Prior to founding Maybach, Shaw served as CAO and Managing Partner at DIGLISM, CEO and co-founder of Maverick Marketing Agency. A graduate of Peachtree Ridge High School, he attended the University of Tampa and is currently certified as a Facebook Verified Account Marketing Partner and a Shopify Marketing Partner.
KEY TAKEAWAYS
How he transitioned from drop shipping to successfully scaling an unknown ecommerce product.
Why a site he built in 3 hours and spent a couple hundred dollars promoting hauled in thousands the first day.
The counter-intuitive strategy for figuring out how much to pay influencers.
How testing pay per click and Google quote search on Google helped diversify his blended return on ad spend,
His 20/20 hindsight advice on leveraging credit versus debt and what he would have done differently.
How Electric Eye Blew Past their 1-Year $1M client Projection in 6 months
08 Sep 2020
00:30:40
Slip into something comfortable as we quiz Electric Eye Co-Founder Chase Clymer and Media Buyer, Ryan Shaw about the phenomenal success they’ve had promoting Pebby Forvee’s trendy side-slit t-shirts. We’ll talk about the uncomfortable client capital and cash flow conversations and why you have to have them. How a holiday and a charity tie-in combined to kick a summer sale into 15X ROI territory. Why an off-core product test crapped out. And why it takes a hundred failures to finally have a Rich Ad success in an episode that highlights a client/agency synergy that blew past a $1M annual revenue goal in 6 months.
KEY TAKEAWAYS
• Why preparing a client for the BEST case scenario is 100X more important than preparing them for the worst.
• How to approach upsells, cross sells, down sells, bundling, and develop a strategy on the front end to make it all work.
• Why growing slower can be better than blasting through with explosive growth.
• What absolutely HAS to happen before a client can even think about running a single ad.
• How a simple static product shot became the sexy superstar of a super-profitable 21 day campaign.
BIO Chase Clymer is the Co-founder of Electric Eye, a Columbus Ohio based agency that increases sales for ecommerce brands and the host of Honest Ecommerce, a weekly podcast, community & educational resource providing online store owners with honest, actionable advice to increase their sales and grow their business.
How Looking Back is Helping Zach Horvath Move Live a Great Story Ahead Big Time
08 Sep 2020
00:37:41
Today we’re getting sticky with Zach Horvath and looking behind the scenes of the phenomenal social promotion success of Live a Great Life -- an empowering lifestyle brand that started with stickers and branched out to accessories and apparel. Discover the secret of their insane 35% customer return rate. Pinpoint the thumb-stopping power of a flag ad that got 450,000 views and a 2.8X ROA. Roast a campaign that somehow got away with selling people on committing a crime. Then learn from the mistakes of making an unwise debt leveraging move that they miraculously managed to survive.
KEY TAKEAWAYS
Discover the secret sauce behind Zach’s outstanding return customer rate and outrageously high LTV - that starts with a cheap pack of stickers.
Why raising the price of a travel product paid off big during the COVID lockdown when people couldn’t travel.
How an ad for counterfeit money flew under the Facebook radar.
What often overlooked financing factor could cause you to pay TWICE as much for a PayPal loan as a Shopify loan.
Why paying influencers isn’t worth it and what you should spend that money on instead.
Zach Horvath is the Founder and owner of Live a Great Story an Austin lifestyle media company he started in 2014 which is focused on inspiring people to be the HERO of their story through content, events and products. He also serves as Head of Strategyyy at Stickyyy Marketing as well as the owner of ZCLOCO a clothing company aimed at inspiring customers to "Live a Great Story. A graduate of the Acton Business School’s My Entrepreneurial Journey MBA program, Horvath is also the author of Take Over Your City, a guide focused on helping young adults effectively and efficiently move to a new city with tips, tactics and stories from the experiences of successful and not so successful moves.
How AdEspresso Makes its $1K Backing for Every Campaign ROI Like Crazy
08 Sep 2020
00:26:48
Get a “God’s-eye-view” of Facebook ad management with Hootsuite/AdEspresso Facebook Ads Specialist, Paul Fairbrother to find out how he successfully markets to 10,000 customers with an $360M in ad spend. He’ll reveal the secret ingredient for positive cash flow, little known ad tracking hacks, and the $1,000 “free”experiments he runs to disaster check customer ad strategies. Then sit in as we pick apart a prepaid funeral ad that despite cheap leads was dead on arrival and bite into a rich and tasty cupcake ad that turned the COVID crisis into a big advantage.
KEY TAKEAWAYS
Discover the un-trackable magic of “Dark Social” and why it generates sales you didn’t see coming.
Why this kind of buying typically lets you add 50% from what’s being tracked to your revenue projections.
The surprisingly easy way to track attribution for sales that occur beyond Facebook’s 28 day limit.
What essential success-gauging metric you MUST know before you run a single ad - but most advertisers don’t.
Why you can’t confuse someone into buying your product -- and the ONE thing you need to do to avoid making this mistake.
BIO As Facebook Ads Specialist for Hootsuite and AdEspresso which is Facebook’s largest Marketing Partner, Paul Fairbrother personally manages close to $2M in client ad spend a year and has performance-audited campaigns from over 1,000 ad accounts. He also serves as AdEspresso’s Head of Education. Fully Facebook-Blueprint-Certified, Fairbrother also holds all 11 Digital Marketer certifications along with several Hootsuite Academy and Google Ads certifications. Prior to joining AdEspresso in 2016, he served as a social media manager for a global café chain.
How to put out relevant/seasonal content and scale with Native Ads (Up to $20k/day!)
16 Jul 2021
00:23:06
The importance of crafting custom funnels and assets for specifically native ads.
How Adam Hadi and Current take the underbanked to the bank.
03 Sep 2020
00:43:43
Meet Adam Hadi, the marketing mind behind Current -- a start up virtual bank for underbanked hipster and gig workers that has raised over $50M in VC capital, has 1.2 million plus users, and over a billion dollars in deposits. Discover the serious-as-a-heart-attack secret behind the success of their hilarious meme ads. How they win the trust battle against the Capital Ones, Wells Fargos, and Chase banks of the world. Then we’ll dig into some spectacularly bad ads for back scratchers and sunflower seed feeders and the big promise that pays off time after time in Current’s best performing ads.
KEY TAKEAWAYS
How to make money by stealing customers that your competitors don’t want.
What you can do to minimize the upfront financial hit when hiring influencers.
How to turn what prospects hate about your competitors into something they’ll love about you.
The amazing advertising power of emojis.
How to win a guerrilla war against industry Goliaths.
BIO The VP of Marketing at Current, a leading U.S. challenger neobank built to meet the needs of people who have been overlooked by the traditional banking industry, Adam Hadi specializes in user acquisition and influencer marketing. Previously, he was the Head of Marketing at Draft (PlayDraft.com) and led User Acquisition at Topps Digital after spending several years as an Economist for the Bureau of Labor Statistics. He earned an M.A. in Applied Economics from Johns Hopkins University and a B.A. in Economics from Binghamton University.
How the Ashton Shanks and the Hemon Agency Went from $0 to $15M a Month in 6 Months
03 Sep 2020
00:25:54
Settle in for a conversation with paid-traffic savage, Ashton Shanks, CEO and Co-Founder of the Hemon Media Group, a fast-growing agency that’s on track to spend 15M a month in Q4 its first year in business. We’ll light up a super rich 1928 cigarette ad that doesn’t mention a single feature or benefit -- and why it doesn’t need to. Roast an egg-ceptionally bad Alibaba ad and pinpoint the 3 reasons it went south. Then see how to apply the counter-intuitive OPM financial principle of real-estate investing to online ad spend to supercharge growth for your agency’s clients.
KEY TAKEAWAYS
The 5 stages of product sophistication and awareness -- why advertising at #5 is insanely challenging.
How to avoid having dynamic creative ding your ad results.
The two hottest new tools for getting clear on your 30, 60, 90 day, six month LTV- and which one’s right for you.
How Amazon ate Uber Eats, and Postmates’s lunch on food delivery -- and why they were able to do it.
Why the journey to higher LTV should never end at 14 days out -- and what to do to extend it.
BIO: Ashton Shanks is CEO and Co-Founder Hemon Media Group, a boutique direct-response agency specializing in testing and feedback looping to scale medium & large accounts spending on average, $2.6M at a 4.8X return on ad spend. Prior to starting the agency in 2018, he served as Director of Advertising at Traffic and Funnels, Media Buyer and Digital Marketing Consultant at Shanks Consulting, and Digital Marketing Manager at N2Q Consulting. He studied Leadership at Evangel University and Theology at Northwest University.
Why Convert ROI's Testing Ads at Scale has Them on Target to Spend $10M+ in Q4/20.
03 Sep 2020
00:36:52
Pull up a chair for an epic sit down with Facebook ad OG, David Schloss, founder of Convert ROI who started running ads back in ‘07, almost went bankrupt twice, and now runs about $2B in ads for a ton of Fortune 500 companies. We’ll talk about the insane ramp-up of a 3-month campaign for a no-name iPhone car charger that ripped through $21 million in ad spend and almost wiped out the inventory of 3 manufacturers. Then discover the “duh” reason why an ad for singing training that got 450,000 views hit a sour note on conversion. Why a campaign for workout training is still kicking butt after 14 months. Plus a body brush ad that we’ll roast to a crisp and identify ways that could save it... and more.
KEY TAKEAWAYS:
The secret to spotting a winning ad on as little as $200 a day.
The savvy advertisers’ reason you should never blow off Facebook reps.
Why warm audiences are great for inflating engagement but worthless for this key metric.
How to game credit cards for (employee) fun, profit, and disaster-proofing ad spend.
Why patience pays off big time when you make these incremental shifts before you scale.
BIO: David Schloss founded Convert ROI in 2013, just two years after he graduated from the University of Florida with a BS in Tourism and Hospitality Marketing and Management. The agency, which manages over $2.5M per month in paid advertising via social advertising channels, has a dedicated focus on building relationships with clients interested in an integrated advertising approach. Convert ROI enables businesses to succeed by taking complicated social ad plans and seamlessly turning them into easy-to-follow revenue producing campaigns.
How a Homemade Truff's Hotsauce Ad Crushed a $15K Video
03 Sep 2020
00:22:17
Get ready to spice things up with a conversation with Blake Driver, the co-founder of the brand new Advisory Marketing Agency, headquartered in Dallas, Texas. In today’s show we’ll be doing a taste test of two wildly different video ads for Truff Hot Sauce -- and find out why one out performed the other by 35% at scale. We’ll take a look at the insanely entertaining dancing guy video that took Twitter by storm and why it flamed out faster than anybody thought it would. Finally we’ll identify the single most important quality a video HAS to have to become a long running control. So let’s dig in -- this one’s gonna be tasty!
Take aways: Why a super-slick brand advertising video completely crapped the CAC bed. How a no-brainer concept capitalized on the COVID quarantine in an ad that will probably outlast the virus. A hit? Or a miss? How long should you run a massively funded ad before you pull the plug? Why one video style NEVER works across all platforms -- and which kind you should run where. Why there’s no such thing as a “one stop shop” when it comes to getting the greatest variety of ad concepts to test.
BIO:
As a co-founder of Advisory Marketing, Blake Driver has worked with notable brands like Truff Hot Sauce, Black Wolf Skincare, Stryve, Buscemi, and many other direct-to-consumer brands between $0 - 25M. A 2013 graduate of Cal State University, Fullerton with a B.A. in Business Administration with an emphasis in Marketing, then went on to earn his MBA from Concordia University in Irvine. When Blake isn’t scaling ad campaigns, you will most likely find him cooking on his Treager, surfing at the beach, or cruising down PCH with a group of friends.
What Makes Curves and Combat Boots' "No-Selling" Sales Strategy Work
02 Sep 2020
00:33:55
Get ready to limber up and see how Curves N Combat Boots, a women’s leggings brand, flexes its marketing muscles as we dig into the ad spend, KPIs, ROAS and CPP details with CMO Jon Flight and Media Buyer Keven Joseph. Find out how they went from $20K a month ad spend to $90K in less than 6 months. Why a crop top introduction spectacularly flopped at the top of the funnel. And how to sell the hell out of leggings with pockets without EVER talking about or demo-ing the product features. Grab a Gatorade because this one’s going to be a real workout!
Takeaways Why brand 100% drives demand for this uplifting line of women’s athletic gear on a mission. How they drove $18 target CPAs all the down to a break even cost. Why you should STOP optimizing videos for views -- and START optimizing for this immediately. How slicing and dicing a $20,000 investment turned into massive ROAS. Why taking a “less is more” approach on active campaigns ended ad exhaustion.
BIO: Chief Marketing Officer at Curves N Combat Boots, Jon Flight has also served as VP of Sales and Head of Business Development for Mobius Media, CEO and Owner of CrossFit South Shore in Massachusetts. A personal trainer as well as marketer he earned a BS degree in Kinesthesiology and Exercise Science from Springfield College.
Owner of Austin, TX-based Run Your Ads, Kevin Joseph has been helping ecommerce brands and high ticket businesses generate a positive return 3X on their ad spend in 90 days or less using Facebook, Instagram, and other paid traffic strategies since 2016. He is a graduate of The University of Texas with a BS in Business as well as Texas A&M University where he earned a BS in Kinesthesiology and Exercise Science.
How "Off-Line Conversion King" Stephen Nations Connects Ad Spend Dots to In-Store Sales
01 Sep 2020
00:24:24
Tune in to this totally eye-opening exchange with Stephen Nations, Director of Strategy for Drive Social Media - and unofficial “Off-Line Conversion King” who’s had phenomenal success in bringing everyone from tiny mom and pop shops to professional NHL teams out of the dark ages and into the digital world. In today’s show, we’ll dissect marketing diamond engagement rings for a local brick and mortar jewelry store. Turns out that a traditional upscale ad approach translated into (literally) no sales. Find out what they changed -- and more importantly WHY -- to turn a bomb of a marketing effort into a “Ice to Nice”blowout that delivered 28X ROI and hauled in $120,000. Dig into this treasure chest of marketing gold now.
• Why “serious” isn’t always the best way to sell expensive upscale products.
• The 100% worthless, real-estate-wasting phrase you should NEVER use in an ad for a local retailer.
• What Facebook feature to use to sift website info to get the kind of granular data to build out a lot more accurate look-alike audiences
• Why online engagement with an ad rarely translates into an in-store purchase (and what actually does).
• How drilling WAY down on purchasing data unearthed a totally unexpected target audience profile.
BIO:
Stephen Nations is the director of public relations for Drive Social Media, a St. Louis and Nashville-area-based digital marketing agency. He is obsessed with creating compelling content and finding new ways to connect brands with their target audience.
TRANSCRIPT:
Host: Dylan Carpenter
How are y'all? So hey, welcome to another episode of Rich Ad, Poor Ad. Today we have Stephen Nations, he is the Director of Strategy at Drive Social Media. Also does a ton of freelancing on the side. Roughly manages, shoot, 200K'ish a month, and actually has a case study from Facebook on the augmented reality side. So Stephen, man, thanks for coming on, we're pumped to have you, but I'd love to have you introduce yourself, let the people know who you are, and what you're getting into over there.
Guest: Stephen Nations
Yeah, for sure. Thanks for having me, Dylan. So, like Dylan said, I'm the Director of Strategy at Drive Social Media, which is a data-driven social first digital marketing agency in St. Louis, and we have offices in Nashville, Tennessee, and Miami, Florida as well. We run the gamut of what businesses we work with, all the way from tiny mom and pops that have a couple hundred thousand dollars in revenue, all the way up to professional NHL teams, Orangetheory Fitness, stuff like that. We dabble in a little bit of everything. We do some AR/VR, we do website builds, email marketing, PPC, but our bread and butter's Facebook. I'd say 80% of our ad spend is on Facebook. And really, what I spend a lot of my time doing is, working with these small business owners who are trying to come out of the dark ages actually. A lot of these businesses maybe have been on TV, radio, billboard print, maybe a little email here or there, but haven't really done any data driven, digital marketing, social media marketing.
So we spend a lot of time getting systems set up, capture data, and putting together integrated strategies that have a multi-prong approach where we're trying to pull new people into the funnel, as well as push people down through. And then the really cool thing that I like that we do is, we're able to connect the dots between what happens on Facebook and what happens in the real world. So if you're interacting with ads online, and you walk into a brick and mortar store and make a purchase, whether that's a dentist, a retailer, a gym, a restaurant, what have you, you see an ad on Facebook and then go and purchase from that business offline afterwards, we can connect the dots and tell you exactly how much the people are spending from your ads.
Host: Dylan Carpenter
Oh yeah. And I mean, shoot, I'm a media buyer myself, so I totally understand the importance of being able to track money coming in and money coming out. So I mean, the fact we're going to have a local business on here, it excites me. And especially when it comes down to how well they've done. So I mean, as mentioned, we're going to be having The Diamond Family on the showcase today, roughly spending $2-3K a month. I want to say, you mentioned they started off maybe spending 300 bucks a month.
Guest: Stephen Nations
Yep.
Host: Dylan Carpenter
You scaled them up. But I mean, based off that, you've generated well over $120,000 in sales on that jewelry side, on a local level from these offline conversions. So I mean, I think this is going to really add some value, it's for a lot of people, and saying, hey, if you can track this, there are so many clients out there to really knock out of the park. And hey, you are the Offline Conversion King. So, I mean-
Guest: Stephen Nations
There you go. I'll take it. So yeah, not self bestowed at least. Yeah. You know, that's the cool thing. A lot of these small business owners, they might've dabbled in Facebook, tried to run some of their own ads, maybe optimizing it for things like likes, and comments, and shares, like a lot of people think they need to. And obviously we know that stuff doesn't drive results. So they go in, they don't have a great strategy, they don't really know how to do targeting or optimizations, and within a month or two they've wasted a couple hundred bucks and they say, "Facebook didn't work." When really, it's just a matter of having the right strategy. You don't need thousands of dollars a month to do well on Facebook. If you start with a minimum budget, you can scale it to where you need to over time without really being too risky.
Host: Dylan Carpenter
Oh, spot on. And I mean, the other part about it is, creative is King in these scenarios. So I think I would love to dive in and say, how y'all came up with this creative? Just because, going from the Poor Ad to the Rich Ad was quite a 180. So I mean-
Guest: Stephen Nations
Yeah, absolutely.
Host: Dylan Carpenter
It's super cool. We got three videos on the Rich Ad side, we'll post in the show notes. Y'all check them out. They are hilarious. But then on the other side, on the Poor Ad side, it's very kind of more broad, competitors are similar in those areas. But before we dive in too much, what are you feeling over there, Stephen, the Poor Ad first or the Rich Ad?
Guest: Stephen Nations
Let's dive into the Poor Ad first, I'd rather beat myself up at the beginning.
Host: Dylan Carpenter
Heck yeah.
So, on the results side, how did these do?
Guest: Stephen Nations
Terrible. Give you a little background on the business, The Diamond Family, they've been in business since 1978. They're in St. Louis, Missouri, they're very well-known, and they've traditionally had the typical jeweler feel. They're very high-end, they're not Zales or anything like that. They ge...
The Secret Behind Monster Agency's Monstrously Successful Viral Spoof Videos
10 Aug 2020
00:37:49
Listen in on a free-wheeling discussion with Andrew Molz, founder of Monster Agency, home of “Scary Good PPC” from hyper-tested, kick-ass creative that delivers results -- starting with their own self promo efforts. Here we’ll talk about how Monster cranks out at least 2 killer agency video ads every month with eye-ball-snagging spoof concepts that range from the Nightline-ish “To Catch an Advertiser” to raucous riffs on Dr. Phil, Oxyclean, kitschy TV painter Bob Ross and more. We’ll dissect the results of the hilarious but ruthlessly-tested ads that Monster spends $40K a month on to bring on high profile clients like Phil Heath Labs, Mr. Olympia, and two-time Patriots’ Super Bowl Champion, Jarvis Green’s shrimp pate’. Grab a pen - cause you’re gonna want to take notes.
• The reason graphics work as well -- and sometimes BETTER than video - that only Facebook insiders know.
• Why “niching down” isn’t always the smartest agency business model -- and the drop-dead simple mindset that makes it easy to get clients in every category imaginable.
• The keep-it-simple-stupid reason a “Top Gun” concept got shot down in the marketplace -- hand how it might have been saved.
• Which comes first, the copy or the video? -- an eye-opening peek behind the creative development curtain.
• The old school marketing vehicle that -- ouch -- delivers long term results at a fraction of the cost of creating and running Facebook ads
BIO: Before starting Monster Agency in 2019, Andrew Molz served as VP Digital Marketing, Sales and Communications a variety of Dallas-Ft. Worth area companies, including The Reputation Shop,tOnyx Heart, DynaMAXX International, Infrassure and others. An avid researcher self-admitted data freak, he is fanatical about tracking KPIs to create needle-moving A/B tests that result in high-converting, cost effective sales funnels.
TRANSCRIPT:
Host: Zach Johnson
All right, here we go. Dylan, you ready to rock and roll?
Host: Dylan Carpenter
Let's do it.
Host: Zach Johnson
Today's guest is Andrew Molz, a founder of Monster Agency, who has, clearly and undeniably, the best agency ads on all of Facebook these days. I literally was watching some of them before this, Dylan, and I laughed out loud. Luckily, Andrew wasn't on the call, but I literally rolled off my chair. It was that funny. But if you guys are in online marketing, and you do Facebook ads, you probably have seen Andrew's ads. How would you describe Andrew's video ads, Dylan, that you've seen in the Facebook newsfeed the last couple of weeks?
Host: Dylan Carpenter
Really relatable and hilarious. Everything's going to bring up that nostalgia feeling, whether it's old-school games, Billy Mays, the Texas Hammer. We're in Texas, so that's a big no-brainer for us, but everything is really similar to where it rings a bell, but it's done in its own way, and it just cracks me up. I think it's super thumb-stopping, and it's really catchy to where I bet, shoot, the people who watched the full videos are pretty high up for people who don't dip out, so it's pretty cool there.
Host: Zach Johnson
Yeah, yeah. Well, cool. Without further ado, let's get Andrew on here, and let's talk about which one of these is actually the winning ad that's making him rich and which ad is making him poor. So Andrew, thanks so much for being on the show.
Guest: Andrew Molz
Hey, what's up? Appreciate you all having me, happy to be here and chat with you guys.
Host: Zach Johnson
Yeah, man. So I've seen three of your ads, and I'm going to totally botch trying to describe them, but one is this Adler impression, which is basically like a personal injury attorney style ad, just watched that one. The second ad I've seen is, I don't know, is it like a Nightline style deal, or it's like-
Guest: Andrew Molz
To Catch an Advertiser.
Host: Zach Johnson
Yes. It's so good.
Guest: Andrew Molz
That's what we titled it.
Host: Zach Johnson
Yeah. And then you've got the other one, which is you basically acting as a political candidate, so I would love to dive into those three. My bet is that, and we'll link up these three ads, what I'm talking about, in the show notes, but my bet is those are Rich Ads.
Like those ads are performing really well for you. And I want to dive into those, but I want to know, man, it seems like you guys are on a total winning streak. I want to know some ads that haven't quite worked out as well as those. But they're absolutely hilarious, so why don't you describe those three ads, Andrew. I did a really high-level overview, but, break down the concept for us.
Guest: Andrew Molz
Yeah. We'll think of some stuff that makes us laugh. And like myself, I'm 37, and might not be in the demographic of everybody who's watching, but our targeting meshes up well because we target 30 to 54-year-olds. And I think it's a good mix of having some of that nostalgia, and then having stuff a tad bit more current like the To Catch an Advertiser.
And for the concept of it, it just comes down to what we find as funny. I like to think that we're funny people, and we like to laugh, and crack jokes, and just have fun with what we're doing. And I think it does resonate pretty well with our ads that we're putting out there, especially when we're talking about more so the comedy stuff.
Host: Zach Johnson
Yep. Yeah, so To Catch an Advertiser, that's basically like the To Catch a Predator. It was like that crime watch where he always came out of the kitchen. He was always in the kitchen. I don't know why.
Guest: Andrew Molz
Yeah.
Host: Zach Johnson
You just fully leaned into that, right? And the way you guys, in the video, I don't even know how long the video ad is, but you even lean into pulling up the online chat conversation.
Guest: Andrew Molz
That was pretty clutch. We wanted to have that one and do it in a way that is tasteful, but you still get the idea of what it's spoofing.
Host: Zach Johnson
Yes, yes. Yes, yes, yes. So, how are these three ads doing? I would love for you to tell everybody, obviously, a little bit about Monster Agency and everything you guys do, but I'd also like to just get right to the good stuff here in terms of how are those three ads doing for you? What are the results?
Guest: Andrew Molz
It's those in combination with others, there's two other ones. We've got a Dr. Phil one as well, and then we also have a Bob Ross style one where I'm there painting with an easel and almost…
Host: Zach Johnson
Yeah. You describe it so well, but you're throwing out these glorious ads, and you're just calling it the Dr. Phil ad, but these are amazing. So break down the Dr. Phil ad for us.
Guest: Andrew Molz<...
GrowRev delves into de-platforming and 30¢ email acquisition
06 Aug 2020
00:31:57
Dive into a no-holds-barred back and forth with digital marketing rockstars Rohan Sheth and Matt Farmer of GrowRev who’ve built their top 1% agency by investing and managing over $40M in advertising spend across all channels for monster bands like Mastermind.com, ClickFunnels, and Knowledge Source. We’ll talk about the company-killing dangers of running non-compliant Facebook ads that will instantly put you into the poor house. Then we’ll take a closer look at a killer “free + shipping” book offer that not only crushed on response but helped build the client’s email list at rock bottom prices by doing one simple counter-intuitive pivot ..and more, including:
How to avoid “de-platforming moves” that can shut you down, tank your company, and destroy your ability to advertise on Facebook -- forever.
The ONE question you should NEVER ask in a headline.
The go-to offer that used to be a webinar selling staple -- but now is 100% Facebook radioactive.
The insanely cheap, 30¢ to 40¢ a lead way to capture emails and ROI the hell out of your offering.
Why RIGHT NOW is the time to focus on building your list rather than selling your product.
BIO:
While Rohan Sheth was still in high school he pulled in over $100,000 from his friends selling pocket bikes. He then transitioned into marketing, selling the 'unsellable'. Today he’s the CEO of GrowRev which manages more than $5M Per year in digital advertising that consistently delivers highly mastered results to high-end celebrities and organizations around the world.
With over 10 years experience managing digital advertising for some of the world’s largest brands, Matt Farmer has extensive experience on all major advertising platforms including: AdWords, Snapchat, YouTube, Facebook, Twitter, LinkedIn, OutBrain and Taboola, as well as almost all other large web and mobile networks.
TRANSCRIPT:
Host: Zach Johnson
All right. Welcome to another episode of the Rich Ad, Poor Ad podcast. How you doing Dylan?
Host: Dylan Carpenter
Hey, doing good ready to crank this one out. It's gonna be a juicy one man.
Host: Zach Johnson
Today we got on the show the partners and founders of GrowRev agency. These guys manage $40 million a year in ad budget across all channels. You name it. These guys are at the top of the game and I'm so excited to have him on the show.
Host: Zach Johnson
It's actually pretty hilarious. Dylan, wouldn't you say like the actual Rich Ad, Poor Ad combo that they sent over?
Host: Dylan Carpenter
Yeah, yeah, that's badass, the definition of something that will get you shut down. So I'm pretty excited to dive in.
Host: Zach Johnson
It’ll send you to the poor house super, super quick, that's for sure. But these guys may manage ads for some pretty big influencers online spending upwards of $25K a day and with some household names I'll let them name drop. But without further ado, let's welcome Rohan and Matt Farmer to the show.
Guest: Rohan Sheth
Thanks for having us Zach and Dylan.
Guest: Matt Farmer
We're excited for this one. Yes, yeah.
Host: Zach Johnson
Thanks. Thanks for popping on. I'm so excited. I would love to start with Rohan telling everybody a little bit about how awesome GrowRev is as an agency. And then would love to dive in a little bit about your guys' background pre agency.
Guest: Rohan Sheth
Yeah, absolutely. Matt and I have run GrowRev for coming up on six years together now. Matt’s been in the industry, coming up on 11 years. I've been in the industry nine years.
And the way, Matt and I kind of came together was I was heavy, direct response kind of in the affiliate-esque world and selling random shit online through paid advertising. I love media buying.
But I went into the agency world. Me and Matt have known each other since before the 2007 -- 2008 economic collapse. And he saw me transition into the media buying world and he's like, “What the hell are you doing here?” And kind of one thing led to another being good friends prior to this -- he told me what he was running. And I'm not going to ruin that for this podcast, I'm going to let Matt talk about his background and the stuff that he's done.
I was just like, “Alright man, I've built this agency to a certain level, I'm going to just hand you 50% of this bloody company. And we're going to take this and scale this thing to the roof” because he knew he would perform, and he knew I could sell.
So that's kind of how our initial partnership came into play. Fast forward to today. We've got a team based out of Vancouver, Canada. We've got a couple guys that work with us in the United States. Then we're very actively building a team out in Australia since 40% of our clients are in Australia. We managed three of the top- spending info accounts in Australia right now. So that's the overall GrowRev and then Matt, I’ll tee this one off to us so that you can kind of come in and introduce the media buying side.
Guest: Matt Farmer
Yeah, no problem at all. So I've been doing this for about 11 - 12 years right now. Before I partnered up with Rohan, I worked with a company called Digital Brand Services. We had some absolutely massive clients. We worked with people like the Olympics, Sky Sports, ATP Tennis, ICC Cricket --pretty much everybody in the sporting world we worked with and spent a pretty significant amount of money.
I basically partnered up with Rohan because I was really tired of “share of voice” advertising. You know, I'm direct-response at heart. And I love seeing a good old ROI and optimizing around that, versus like hit 100% of boxing fans in the US. That just gave me a lot more purpose.
So I partnered up with Rohan, that’s really kind of how it went down. We specialize in phone events, but we also do a lot of stuff around e commerce etc. Because I've been in the industry so long and have rode the wave. So, started with Google ads, went to Facebook back when I thought Facebook would never be a good platform and that proved me wrong. And now because of Facebook, we jump into stuff as early as we can. So the latest network we've been jumping on is TikTok. And it's been pretty amazing so far.
Host: Zach Johnson
That's awesome, man. That's super cool. Now you guys have some pretty monster trophy clients, I would love to have you guys name drop some of the people you guys have been able to help out in the last year or so.
Guest: Matt Farmer
In the last year or so a couple of clients, we've run traffic for Mastermind.com. So that's obviously Dean Graziosi and Tony Robbins combination there. And then j...
How Boundless Labs ups email revenue from 0% to 30% a month
06 Aug 2020
00:31:14
Join us for a juicy discussion with Chase Diamond, founder of Boundless Labs -- one of the world’s top e-commerce email agencies, where we’ll find out how he regularly increases new client email revenue from 0% to 15% to 25% to 30% a month or more. We’ll dive under the covers of a killer email campaign for a weighted blanket brand that had an open rate of about 53% and a click through 4% or 5% -- but that wasn’t the reason it rocked. Then we’ll pick apart the anatomy of an email layout and point out the layout pitfalls that all too many marketers fall into…. and more.
Why testimonials suck compared to the social proof power of these platforms.
How one Facebook ad ended up driving 60% of a client’s revenue.
How to solve catastrophic mobile app email mistakes from the top down.
The absolute best incentive to get customers to leave favorable reviews -- it’s not what you think it is.
What you can do to get out of your agency echo-chamber and into the mind and buying motivations of your best customers.
BIO
Since launching Boundless Labs in 2018, Diamond has helped his agency’s clients send hundreds of millions of emails resulting in over $40 million in email attributable revenue for high-profile clients like The Chive, IBEX, Original Grain, TUSHY and Vinyl Me Please.
TRANSCRIPT
Host: Dylan Carpenter
Cool, cool. How's it going everybody? Welcome to another episode of Rich Ad, Poor Ad. Today we have one of my buddies Chase Diamond online. He is one of the partners at Boundless Labs. He is the Chief email marketing (guy) -- done roughly $35 million plus in revenue for his clients, all via email marketing. So while we dive into the ad side, we're going to be mixing in some emails with this as well. They have some good email practices, bad email practices, and kind of all the shenanigans get involved there. But hey, Chase, thanks for hopping on today. I would love to have you dive into a little bit about what you're doing. A little background there so people have some kind of insights there.
Guest: Chase Diamond
Yeah, appreciate you guys having me. Thank you.
Host: Zach Johnson Definitely.
Guest: Chase Diamond Awesome. So yeah, currently run Boundless Labs, we're a team of about 12 people and we're specifically focused on email marketing for e-commerce. So full service email marketing agency, we work with about 35 to 40 clients right now. Most are selling seven and eight figure brands, an email typically accounts for about 20% to 30% of these brands’ revenue. So it's pretty significant. So at a high level, that's kind of what I do. And that's what I'm up to today.
Host: Dylan Carpenter
Oh, man, that's awesome. When it comes to a lot of the brands you take on, what percent of revenue are they sitting at originally versus kind of once you get your little wheels spinning over there to end up at?
Guest: Chase Diamond
Yeah, so let's say we kind of run the gamut. Some brands literally are doing almost next to nothing, right? So their email attributable revenues are sitting anywhere from like zero to maybe like 3%, right? So it's very minimal. And then some other brands that come to us or maybe doing 10% to 15%. They kind of feel like they've done everything that they've can, and they don't know what they don't know, right? So they're looking to bring in a second pair of eyes and ears and to bring in some experts to help them.
So typically anywhere from just starting out to maybe 10% to 15% on the high end, and definitely over the course of maybe three to six months of working together, we're pretty consistently able to get these brands to be doing 20%, 25%, 30% of their revenue.
And again, that's not for every brand, right? We've got some brands that are doing well higher, some brands are doing 40%, 50%, 60% of the revenue from email. And some brands are also doing 10% or 15%. Right? Maybe they started at zero. So it really just depends, but on average, it's about 20% to 30% of the revenue coming from email after a couple months.
Host: Dylan Carpenter
That makes total sense. And what's the size of these kinds of businesses you are working with? Or have they been around the block a little bit? What's the lifeline or timeline of the businesses you're working with there?
Guest: Chase Diamond
Yeah, so in e-commerce, I think we've probably touched almost every single vertical. Everything from like CBD to skincare to haircare apparel, to fashion to jewelry, accessories, you name it. Most of our brands do in the ballpark of about one to $20 million in annual revenue. And they typically have been around anywhere from maybe nine months on the short end, all the way up to five, seven, maybe even 10 years for some businesses. So again, like it's that's really what I love about the industry that we all work in is that some of these brands become this overnight success and other brands that could have been more established and are growing steadily. So it's really fun to have this really well rounded kind of mixture.
Host: Dylan Carpenter
Oh, man, I love that. So I mean, from your point of view, what's been one of the funnest clients to work with? One you've had a lot of free reign on their messaging or you've been able to have fun with their copy. What's one of those dream clients you've been able to obtain over there?
Guest: Chase Diamond
So for me, if you guys are familiar with The Chive, by any chance, they're like the men's millennial site. They're really popular. Not that they're not popular today, but they're really popular when we were like, maybe in middle school or high school. You guys know The Chive? Like The Chive for me and all my buddies growing up, obviously, you know, as young dudes, it was like this coolest site ever, right?
Like, oh, man, that'd be such a fun company to work for one day. And somehow, in 2018, I got connected with their chief strategy officer. We had hit it off and I've been consulting with them ever since.
So I work with them specifically on their e-commerce brand The Chivery. They're an eight figure e-commerce brand really leveraging the cult-like following of The Chive and they create tons of cool graphic tees and apparel and coins and they have really great partnerships with like Bill Murray and other people. So for me just growing up kind of like looking at this brand as like, “Oh, this is so cool”. And now being at a place where they look to me to advise and consult them on email related practices -- has been really rewarding and fulfilling.
Host: Zach Johnson
Oh The Chivery and Bill Murray -- like you can't like can't go wrong with that. I wonder if there were any like failures when they were rolling that out? Because like I feel like that's been such a win.
Guest: Chase Diamond
How a Poor Ad Almost Tanked Josh Snow’s 8-Figure Company
06 Aug 2020
00:39:48
Listen in on -- and learn from -- this eye opening discussion with 27-year-old, monster online-brand-builder Joshua “Snow” Elizetxe about how he turned Snow Teeth Whitening into the #1 oral care brand in the world. We’ll talk about the tactics, tools, and strategies that drive his phenomenal cash-flow management that lets him self-fund the company -- and gives him instant access to $10M to roll into R&D. 100% debt and VC free. Then prepared to be impressed by a fly-on-the wall campaign that crushed -- and shocked by a “try before you buy” offer that almost tanked the company...and more, including:
• How Josh got insanely rich earning $60,000 a year.
• The anatomy of a “ripple effect ad campaign” that has generated a virtually un-churnable customer base.
• The priceless financial lesson Josh learned from a company that sold bologna to Walmart at a breakeven price -- and ended up being bought for $1.3 billion.
• Why the oldest, tried and true offer in the world nearly assassinated his business -- and what he did to dig himself out of the mess.
• How to cash in on the customer converting power of celebrity endorsements -- using $0 of your own money.
BIO:
At just 20 years old, Joshua “Snow” Elizetxe graduated Summa Cum Laude from the W.P. Carey School of Business and Barrett, The Honors College at Arizona State University with a degree in Information Technology while running a successful company -- Pocket Your Dollars -- from his dorm room. After graduating he started Foresold, a private holding company for high-performing online companies. The company bootstrapped (absolutely zero outside capital) its portfolio into becoming a leader in several hyper-competitive industries. 9-figures in sales. In 2017, he founded Snow Teeth Whitening, a direct to consumer leader in oral care and oral cosmetics that has over 1 million fans, and customers in 175+ countries around the world.
TRANSCRIPT
Host: Zach Johnson
All right, all right, all right here we go! Dylan, you ready to kick up another episode of the Rich Ad, Poor Adpodcast?
Host: Dylan Carpenter
Yeah man you know I'm honestly a little cold but I feel like it may be Snow!
Host: Zach Johnson
Yes, we have an amazing guest, an amazing entrepreneur on today I'm so pumped to introduce. You guys have probably all heard the brand. You've seen it everywhere online. It's the number one oral care online brand. TrySnowcom. These guys are killing it. if I could overuse that term, 10s of millions in revenue, nine figure valuation, 2.6 million visitors in traffic in April alone. And a phenomenal entrepreneur. So I'm so excited. Welcome to the show, Josh Snow. How’re you doing?
Guest: Josh Snow
Hey, what's going on guys?
Host: Zach Johnson
Yeah, man. We're so excited to have you. You are like the epitome of a “Rich Advertiser” that has taken paid ads to the next level man. So we're excited to dive into not only the winning ads, which you obviously get to talk about all the time, but like what sent you to the poorhouse. I want to hear about the losers today. So tell everybody a little bit about you. For those that may not have heard about Snow, give us a little overview of the brand and your entrepreneurial story as well.
Guest: Josh Snow
Yeah, absolutely. So we're on Instagram as Snow. Snow is essentially an oral care company. But we like to think that we've reimagined the oral care space and really met at the intersection of oral care and beauty. So we consider ourselves as much a personal care brand as we do as a beauty care brand.
And so you can see from the products we create -- we create every single product ourselves. It's something that we hold very close to us when we're thinking through which products we're going to provide to our customers. There's a reason why we still only have a handful of products years into it. It's because we are focused on developing hero products that we can sell for the next 50 years and feel comfortable about. We also make iterations upon our products, but at the end of the day we are an oral care, beauty care brand,
We're primarily direct-to-consumer. We've got about a million social media followers -- we're really close with our customers. And they now pretty much dictate what we do in terms of which products they want to see us come out with next. We've been kind of coined is, like the “Apple” of oral care in the sense that not just from our packaging and the quality product we produce, but the anticipation and the excitement from our customers of what is Snow going to reimagine next. What are they going to do next? And so that's exciting.
There's also a lot of pressure on us. That's a good way of making sure that the products we do come out with are something that not only that we would use on a daily basis, but something that we could recommend at the highest level.
My background has been for more than half of my life now, in terms of years in the online marketing space. So I stumbled into entrepreneurship when I was 13 years old, literally. And I've got websites sitting on my old computer that date back to when I was 14 years old. And so I'm 27 now, so I started 14 years ago, building websites, designing websites. I've self taught 100% through books and YouTube and Google. I kind of learned all that myself and was fortunate to discover search engine optimization, which led me down a path of online advertising and then into paid advertising, once I had a little bit of money to do it.
And so by the time I was 16 or 17 years old, I was managing a lot of money for clients -- just paid ad management. Nobody knew how old I was.
Host: Zach Johnson
What kind of ad budget did you get to manage on a yearly basis when you had your agency?
Guest: Josh Snow
So when I was just 16, 17 years old, I was in charge of millions of dollars of management at that point.
Host: Zach Johnson
That's awesome. Good way to bring it in. So one of the things we're all about at FunnelDash is helping advertisers deal with more cash and more liquidity. One of the things that I'm particularly impressed about from the outside looking in is how much Snow has been able to not only handle the day to day, just insane level of growth, but we all know that growth is expensive. It requires a ton of cash right? And so margins are typically super small in D2C and ecom.
I want to talk to you about how you've done it. Inventory. How you manage cash flow, and at the same time invest so much into R&D. I mean one of those is typically the one to give right? And most ecommerce brands don't have that much cash to invest into R&D.
So you’ve clearly done a great job, because you're self funded, right? Like, that's the beauty of this whole story is that you've gotten this level of scale, which means you have to be incredibly disciplined with your cash management and the investments that you make.
So how have you done it, man? Open up the kimono Josh and and shed some ...
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