The $30 Million Referral Formula That Never Fails with Josh Tapp

[00:00:00] $30 million.

[00:00:03] That's how much Josh Tapp made from introducing people to each other.

[00:00:07] Or what he calls lifetime referral revenue.

[00:00:11] People are willing to give you more than you think

[00:00:13] when you're willing to provide them with the right solutions.

[00:00:15] It's about having bigger vision than them.

[00:00:17] So if they tell you, Josh, I want to make a million dollars,

[00:00:20] you say, well, we're not 100 million.

[00:00:21] Learn how to structure deals based on your value

[00:00:25] and learn to avoid this one thing that everybody thinks is amazing.

[00:00:30] But it will definitely kill your deal.

[00:00:32] Equity is the absolute worst thing that you can get because it comes with liability.

[00:00:37] Your best option is some sort of either profit share or some sort of upfront cash.

[00:00:42] And lastly, how to make good shit.

[00:00:45] Doing what other people wish they were courageous enough to do.

[00:00:49] You have to be an entertainer at some point.

[00:00:52] Honestly, for a lot of people like that, it scares you to death.

[00:00:54] It's like, hey, start with business content.

[00:00:56] But if you really want to become successful, become entertaining.

[00:00:59] We've got some fresh new y'all.

[00:01:00] Hey, I'm Luis and this is Fancy.

[00:01:03] And welcome to the content is profit podcast.

[00:01:06] In here, you're going to get the insights, accountability

[00:01:08] and drive to create consistently and increase revenue.

[00:01:11] You'll hear from top entrepreneurs, creators and anything

[00:01:14] on everything you need to know about content.

[00:01:16] All this will having a good time.

[00:01:18] The goal to spark as a simple entertain, educate

[00:01:20] and turn your content into profit.

[00:01:24] Let's go.

[00:01:25] Do you press them all?

[00:01:26] Tintin, tintin, tintin.

[00:01:26] Hey, beautiful.

[00:01:28] The claps, the horn, everything.

[00:01:31] Guys today, the guy that sold 50 million dollars without sales team.

[00:01:36] I'm very proud of that headline you're saying.

[00:01:40] That's good.

[00:01:41] That's good.

[00:01:41] That was good.

[00:01:42] And many other things.

[00:01:44] If you if you haven't heard that episode, go back.

[00:01:46] I think it's 475 officially and go take a listen

[00:01:51] because today we are going tactical.

[00:01:53] Yeah, yeah.

[00:01:54] We're going to take to go when I cover a lot of good, good stuff.

[00:01:57] Also, I know what you're thinking right now.

[00:01:59] Like, dude, Fancy, why are your ride?

[00:02:02] What is your ride arm so big?

[00:02:03] I've been playing some tennis, you know, I've been playing some tennis.

[00:02:07] So if I got any challengers out there, let me know.

[00:02:10] You can be running around a lot because I just throw them out of the park.

[00:02:13] Yeah, that's definitely what I was thinking.

[00:02:15] All right.

[00:02:15] That was a 10 year alert.

[00:02:16] I just wanted to add that.

[00:02:17] Guys, please welcome the trying out for a content's profit residency.

[00:02:23] Our dear friend, Josh.

[00:02:28] Let's go, Josh.

[00:02:29] You guys are so freaking funny, man.

[00:02:31] I'm just going to go listen to your show

[00:02:32] just because you make me laugh every time.

[00:02:35] Let's go. Appreciate it.

[00:02:36] Appreciate it.

[00:02:36] If it's not the value, it's a laugh.

[00:02:38] You know, we hit you.

[00:02:38] Coo-pee-pew.

[00:02:39] Yeah, or the other.

[00:02:40] Flaps are value, truthfully.

[00:02:43] I like that last equals value.

[00:02:45] Always welcome back.

[00:02:46] Just his profit.

[00:02:47] That's going to be my new podcast.

[00:02:49] Oh, laugh is profit.

[00:02:51] That's right.

[00:02:52] Trouser for life.

[00:02:52] I'm going to put it on my one minute stand up commitment

[00:02:55] that I did with the show.

[00:02:57] Yeah, true.

[00:02:58] We still got to work on those.

[00:02:59] Yeah.

[00:03:00] All right, Josh, we're going to dive right in

[00:03:02] for people that are listening to this episode

[00:03:04] for the first time that listening to Josh for the first time.

[00:03:06] Make sure you go back to the episode

[00:03:09] that we released on March 27th.

[00:03:12] Total banger, I'm going to say so good.

[00:03:14] And, you know, like I mentioned before,

[00:03:17] you can like tease us a little bit,

[00:03:18] left us with a few questions.

[00:03:19] So we had to bring you back.

[00:03:21] We almost drove to, you know, Utah.

[00:03:24] I think it's Utah where you are right now, right?

[00:03:26] I mean, Idaho.

[00:03:26] I mean, Utah all the time.

[00:03:27] Idaho, Idaho, Utah.

[00:03:29] Over here.

[00:03:30] So it's all good.

[00:03:31] Yeah, we almost drive to like 20 naps on our way there

[00:03:34] and pick you up.

[00:03:35] But, you know, we decided to do it online.

[00:03:37] And last time you mentioned, I generate

[00:03:40] and I'm quoting here,

[00:03:41] I generate half of my income every year

[00:03:43] from referral commissions, right?

[00:03:46] And I'm curious on a lifetime basis.

[00:03:49] First of all, how much would you attribute to those

[00:03:52] commissions that you build from those

[00:03:54] relationships you've created?

[00:03:57] So you're saying like lifetime referral revenue, I guess.

[00:04:00] Yeah, if you want to call it like that.

[00:04:02] Yes. That's base.

[00:04:03] That's how we we structure it.

[00:04:04] OK, basically, I would say it's right around

[00:04:07] or probably crossing near 30 million at this point.

[00:04:10] Near 30 million formula.

[00:04:12] That is absolutely amazing.

[00:04:13] So I want to build up a little bit of on that, right?

[00:04:15] Like we mentioned before,

[00:04:16] one of the advantages of podcasting,

[00:04:18] one of the main benefits, I will say,

[00:04:20] actually the main benefit is their relationships

[00:04:23] you get to develop.

[00:04:25] Right. And last time we talked about transitioning

[00:04:28] from homey to money and you talked about, you know,

[00:04:32] build the vision.

[00:04:33] What are you excited about now?

[00:04:35] And the conversation will flow that way, right?

[00:04:38] Towards how you can offer value to them.

[00:04:42] And eventually those relationships, you know,

[00:04:44] can expand, you can connect them to people.

[00:04:46] And, you know, when those deals happen,

[00:04:48] you get a commission.

[00:04:49] Now, my next question was not a question of like a statement,

[00:04:53] but I doubt that happens from Goodwill.

[00:04:55] Right? I doubt you introduce people and then I go,

[00:04:59] Josh was so cool, you know, we made we became friends.

[00:05:03] Here he goes here.

[00:05:04] Let me give you 100 K check real quick,

[00:05:07] because you were so nice.

[00:05:09] I'm sure there's some sort of structure, right?

[00:05:10] Don't get me wrong.

[00:05:11] Like I've had experiences where I introduce people

[00:05:14] and, you know, a few months later, I check back like,

[00:05:17] Hey, how was this relationship?

[00:05:18] You know, do you guys connect?

[00:05:19] And I say, Oh yeah, I love this guy.

[00:05:21] I didn't remember who introduced him.

[00:05:22] I was like, it was me, bro.

[00:05:24] It was me, you know?

[00:05:25] So I'm curious, like, how are you

[00:05:29] structuring some of this?

[00:05:30] You know, again, we're going tactical

[00:05:32] because I'm sure it is not Goodwill.

[00:05:35] Yeah. And I'll be real with you, man.

[00:05:36] That's actually a really insightful question

[00:05:38] because most people who try to be what we do

[00:05:43] is they're trying too hard, right?

[00:05:46] I always, I was not really that popular of a kid, right?

[00:05:49] Like in high school.

[00:05:50] I wasn't the kid that like everybody was like,

[00:05:53] Oh Josh's throwing a party.

[00:05:54] We're going to go to his party.

[00:05:55] But everybody knew me and they knew that they,

[00:05:57] I was a friend, right?

[00:05:58] And that's been my whole life.

[00:06:00] And I've realized that in business,

[00:06:02] that's exactly how it's translated.

[00:06:04] Cause you know,

[00:06:05] we didn't even realize how well we had done with this

[00:06:07] until we started tracking numbers

[00:06:08] and looking back going, Holy crap,

[00:06:09] we've done a lot by just building relationships.

[00:06:13] And I found that if you treat building relationships

[00:06:16] like a party, right?

[00:06:17] If you're already at a party, right?

[00:06:19] There's always that person who is like trying to be funny.

[00:06:23] Right?

[00:06:24] They're saying jokes that are just not landing.

[00:06:27] It's Louise.

[00:06:28] Yeah.

[00:06:29] Just pointing out my brother right now.

[00:06:30] Yeah.

[00:06:31] I saw it.

[00:06:32] I was trying to ignore it, but.

[00:06:33] Yeah.

[00:06:34] Some people think I'm funny.

[00:06:38] Yeah.

[00:06:39] I just told you you're funny.

[00:06:40] You said you're good.

[00:06:41] That's all I need.

[00:06:41] Cause that some people you can tell like

[00:06:44] they're trying to be funny.

[00:06:46] They're trying to be fun,

[00:06:48] but people will always remember the person

[00:06:50] who genuinely has,

[00:06:53] if you're at a party, right?

[00:06:54] They're the person who's connecting you

[00:06:56] to the right people.

[00:06:57] A lot of you guys know Chris Williams.

[00:06:58] Yeah.

[00:06:59] Yeah.

[00:07:00] Probably a lot of your listeners know him.

[00:07:01] If you ever want to see like an A player

[00:07:04] at doing this in person, it's Chris Williams

[00:07:06] because what Chris does is he meets people at events

[00:07:08] and he goes, Oh my gosh,

[00:07:09] have you met Louise and Fonz?

[00:07:11] Have you heard about their studio they're doing?

[00:07:12] The podcast is awesome.

[00:07:13] And he brings that person over

[00:07:15] and they're like pre sold to work with you already.

[00:07:17] Yeah.

[00:07:18] Right.

[00:07:18] And he has zero expectation, right?

[00:07:21] So what I found is that just being that person

[00:07:23] who connects people and gets excited.

[00:07:25] This is coming back to our last episode

[00:07:27] was just getting excited about what they're doing

[00:07:29] that will make the number one difference.

[00:07:31] But let's get tactical here for a minute.

[00:07:34] So I have found more than more than most people know

[00:07:38] is that people, if you make people money,

[00:07:41] they know it's usually tied to you.

[00:07:43] Okay.

[00:07:44] But you also have to hold people accountable

[00:07:46] to actually paying you.

[00:07:48] So this is like soup to nuts how I'll do it.

[00:07:50] Right?

[00:07:51] So if I meet two people,

[00:07:52] this is usually where I make most of my money.

[00:07:53] If I know two people who should be working together,

[00:07:56] whether it's this person needs to hire this person

[00:07:58] or this person needs to bring funding to this business

[00:08:01] or this person needs to start like actually

[00:08:04] form a real partnership or a merger with these companies.

[00:08:06] Like I will find those partnerships

[00:08:09] and I'm doing this while I'm building my own company,

[00:08:11] by the way, this is not like a full-time gig.

[00:08:13] But as I'm meeting these people

[00:08:14] and I'm hearing their stories

[00:08:15] and I match make them together,

[00:08:18] I come to them with a couple potential opportunities

[00:08:21] where I say, Hey,

[00:08:23] you know, I'll use you guys as an example, right?

[00:08:26] You have a podcast production studio,

[00:08:28] it's killer Jacksonville.

[00:08:29] Yeah, is where you guys are at.

[00:08:30] Yes sir.

[00:08:31] Right.

[00:08:32] So we'll be like, Hey,

[00:08:33] if I know anybody in fact,

[00:08:34] they refer you to this later names Mara.

[00:08:36] Okay, so Mara has a huge insurance company down in Orlando.

[00:08:42] But she's been talking about launching a show

[00:08:43] for the longest time, hasn't actually done it.

[00:08:45] We had a whole conversation about this.

[00:08:47] Told her about you guys actually,

[00:08:48] so I need to get you guys connected.

[00:08:49] But she's like, it should be nice to just show up

[00:08:52] and bulk do it like in a day.

[00:08:54] And I'm going, Hey, I know a guy

[00:08:55] and they're literally in your neck of the woods.

[00:08:56] Right?

[00:08:57] So naturally what I'll do is I can text you guys an intro

[00:09:01] and I'll say, Hey guys, here's Mara, she's awesome.

[00:09:04] I've already kind of pre sold her.

[00:09:07] She's ready to work with you.

[00:09:09] Okay, that's where everybody stops

[00:09:12] when they make a referral.

[00:09:13] So like I'm going to let you guys take it from here.

[00:09:15] I even say that in my texts.

[00:09:16] I'm going to let you take it from here, but I don't.

[00:09:18] Right?

[00:09:19] What I'm then going to do

[00:09:20] is I'm going to talk to you guys

[00:09:21] and say what do you want to sell her?

[00:09:24] Right?

[00:09:25] I'll do this via text.

[00:09:25] I don't have to have a phone call with you.

[00:09:26] Like what do you,

[00:09:27] what would you sell somebody like her?

[00:09:28] And you'll say, Oh, we'd love to have her,

[00:09:31] let's just say we want to have her record

[00:09:32] 25 episodes in, in two days.

[00:09:35] Right?

[00:09:35] So she's going to come up for two days

[00:09:36] and we're going to bust out a year's worth of content.

[00:09:38] Right?

[00:09:39] Yeah.

[00:09:40] Does that make any sense?

[00:09:41] Yeah, absolutely.

[00:09:43] So you guys are going to tell me that

[00:09:46] then I'm going to go to Mara and say, Hey,

[00:09:48] I'm connecting with you guys,

[00:09:49] with you with these guys in particular

[00:09:51] because I know you've been talking

[00:09:52] about launching a podcast.

[00:09:53] Here's what I would recommend.

[00:09:55] Okay.

[00:09:56] So I am being the prescribing physician here.

[00:09:58] I'm diagnosing her need

[00:10:00] and I'm prescribing a solution to it.

[00:10:02] So I'm going to diagnose what she actually needs

[00:10:05] and I'm going to form it to your solution.

[00:10:06] So I'm going to sell her essentially

[00:10:08] on your service for you.

[00:10:10] Right?

[00:10:11] And so here's what's fun is I'll say,

[00:10:12] okay, Mara, you know,

[00:10:14] I would recommend to you instead of just dabbling in this

[00:10:17] let's go full on.

[00:10:18] I'll even send you a couple of guests.

[00:10:19] I have some amazing guests who've been on my show.

[00:10:21] Luis and Fonzi have had some incredible guests.

[00:10:23] I'm sure they'd recommend some people for you

[00:10:25] but we're literally going to bust out 25 episodes.

[00:10:28] I'd happily, I'll even fly out there.

[00:10:29] If you want to interview me,

[00:10:30] I'd happily come to the studio as well.

[00:10:32] I'm going to be out there in,

[00:10:33] what is it guys?

[00:10:34] Three weeks, four weeks.

[00:10:35] I'm going to be out there again.

[00:10:37] Why don't we just record a couple of episodes

[00:10:39] while we're out there.

[00:10:40] And she's going to go, oh wow.

[00:10:41] Cause then I just literally supported her

[00:10:44] in what she's trying to do

[00:10:45] and I've pre sold her for you guys.

[00:10:48] And what I will even do is half the time

[00:10:49] I'll even tell her your price.

[00:10:51] Right?

[00:10:52] I'll go, hey, I mean, they're probably going to charge

[00:10:53] you and I'll usually overshoot it.

[00:10:54] You're going to tell me it's 25,000

[00:10:56] but it's probably going to be like 50K, right?

[00:10:58] To do this with them.

[00:10:59] But here's the cool thing.

[00:11:00] They're going to do this and this

[00:11:01] and this and this and this.

[00:11:03] We've worked with them.

[00:11:04] We know they're amazing.

[00:11:04] I've had dinner with these guys.

[00:11:05] We've broken bread like, does that make sense?

[00:11:08] I've broken the trust barrier for her,

[00:11:11] for you guys, right?

[00:11:12] Price objections already gone, right?

[00:11:15] She's already knowing what she wants

[00:11:17] and what she wants is what you're already selling.

[00:11:19] Right?

[00:11:20] And I'm going to say this all to her

[00:11:21] in a two to three minute voice message.

[00:11:23] Right?

[00:11:23] So I pick up my phone,

[00:11:25] send her a voice message saying this is what it is.

[00:11:27] Right?

[00:11:28] And then I send it off to her.

[00:11:30] She's gonna, we're going to have probably

[00:11:31] a couple back and forth.

[00:11:32] You know, it's three or four messages.

[00:11:33] I'm going to have a couple back and forth with you guys.

[00:11:35] But then what will happen is

[00:11:37] she's going to come over to you guys

[00:11:38] ready to be sold.

[00:11:40] Right?

[00:11:41] When she buys from you, right?

[00:11:43] She's going to tell me because I'm going to ask her

[00:11:46] like, Hey, so did you end up working with them?

[00:11:47] Are they going to work with?

[00:11:48] Because if she tells me no, you know,

[00:11:49] I got to, you know,

[00:11:51] Fonzie's right arms too big, right?

[00:11:52] I'm not going to work with them, right?

[00:11:56] Stop with the tennis, dude.

[00:11:59] Lay off the tennis, dude.

[00:12:00] But yeah, there we go.

[00:12:02] But she's like, I don't like Fonzie.

[00:12:03] I'm like, Hey, that's okay.

[00:12:05] I actually know another agency.

[00:12:07] They're not as close to you.

[00:12:09] You know, there's a guy, he's actually out in Dallas.

[00:12:11] Would you be willing to fly up to Dallas

[00:12:12] and she'll say, you know, actually,

[00:12:14] yeah, I'd be willing to do that.

[00:12:15] And he's somebody.

[00:12:16] And so maybe she'll,

[00:12:17] so it doesn't mean she's going to hire you for sure.

[00:12:19] Yeah.

[00:12:20] But I've become the provider to her solution

[00:12:24] or to her problem, excuse me.

[00:12:25] I'm the solution to her problem.

[00:12:26] So she's coming to me with maybe not even a problem,

[00:12:30] but I've helped her identify a really cool clear solution.

[00:12:32] She gets sold on the solution already, right?

[00:12:36] And here's what's really cool.

[00:12:37] Okay.

[00:12:39] Most of the time,

[00:12:40] I found about 70 to 80% of the time people

[00:12:42] will just remember to send you a check, right?

[00:12:45] But that other 20% of the time

[00:12:46] and it's usually the biggest ones,

[00:12:48] they just like forget conveniently to send you a check.

[00:12:51] And I'm not going to name names

[00:12:52] because you guys know some of these people.

[00:12:53] I've had this happen with good friends of mine.

[00:12:55] And then I'll send them a message and be like,

[00:12:57] hey, you know, I'd love to keep sending you people.

[00:13:01] But obviously I do a lot of my business

[00:13:03] through referral commissions.

[00:13:04] Do we have a referral structure in place?

[00:13:05] Right?

[00:13:06] And they'll usually end up sending me an agreement

[00:13:08] and we sign in agreements and we go from there.

[00:13:10] But I'm going to give you an example

[00:13:12] from just last week.

[00:13:13] Okay.

[00:13:14] I've been talking to this lady for about a month

[00:13:17] and she's been wanting me to come in and consult.

[00:13:19] I keep telling her,

[00:13:20] I'm like, I'm a really good idea guy,

[00:13:22] you do not want me to be your execution guy.

[00:13:24] Keep telling her that, right?

[00:13:25] I am ADD AF.

[00:13:26] Okay.

[00:13:27] So it's not my world, right?

[00:13:31] So if you want systems, you don't hire me, right?

[00:13:32] But I can give you a system,

[00:13:34] but then you're going to have to have somebody else

[00:13:36] implement it.

[00:13:37] So I talked to her about though,

[00:13:38] she's all hyped about wanting me to come join.

[00:13:39] So we proposed three different things.

[00:13:42] She's like, well, can I give you equity?

[00:13:44] And I'm like, the answer is yes,

[00:13:45] but between you guys and me,

[00:13:46] I really don't like taking equity

[00:13:48] because there's really no clear end in sight for me.

[00:13:51] Because I only ever really get paid on equity

[00:13:52] when the company sells

[00:13:54] and nobody ever sells as fast as they want to.

[00:13:56] So I'll take the equity,

[00:13:57] but I'm like, I've got to have,

[00:13:59] I've got to be paid upfront.

[00:14:00] So I'm like, you got to pay me some cash on the monthly.

[00:14:02] So our agreement was, hey,

[00:14:04] pay me cash.

[00:14:05] And then, but she was,

[00:14:07] and I was like, hey,

[00:14:08] I'm pretty expensive, right?

[00:14:09] I'm like, hey, if you want me to come out for a day,

[00:14:11] it's going to cost a hundred grand

[00:14:12] and I'll do three or four follow-up meetings

[00:14:14] and we'll take care of it there, right?

[00:14:15] But I'll give you the roadmap

[00:14:16] and then I'll give you the consultants

[00:14:18] to kind of take over from there.

[00:14:20] And she at the time, she's like, gosh,

[00:14:21] I still don't know if that financially makes sense.

[00:14:23] Two days later, she texts me and she goes,

[00:14:25] Josh, I have not slept in two days.

[00:14:27] I've got to hire you.

[00:14:29] And I go, okay.

[00:14:30] She's like, but I've got a proposal for you

[00:14:31] which always just means a trade or something stupid.

[00:14:33] Right?

[00:14:34] So I'm like, okay, fine.

[00:14:35] I'll call with her and she goes, here's the thing.

[00:14:38] I can't afford that right now, right?

[00:14:40] But what if we cut that down a little bit?

[00:14:43] All right.

[00:14:44] So what if I,

[00:14:45] you charge me a little bit less,

[00:14:46] but I pay you triple in the long run.

[00:14:48] I give you equity and I give you one extra thing.

[00:14:52] And I was like, okay, that's more interesting to me.

[00:14:55] Right?

[00:14:55] So what she does is she then sweetened the pot for me.

[00:14:58] So the deal ended up being,

[00:15:00] and I can't tell like exact numbers,

[00:15:02] but it was a monthly retainer is that we're getting paid.

[00:15:05] It was about a third of what I normally accept.

[00:15:08] She gave me 3% of the company by that one I can say.

[00:15:12] Yeah.

[00:15:13] Give me 3% of the company.

[00:15:14] And, but she set it up as preferred shares,

[00:15:17] which means like it paid out every time

[00:15:18] there's a profit, I get paid out on it,

[00:15:20] which that alone PS will make more

[00:15:22] than I would be making now anyways.

[00:15:24] But then the third thing was,

[00:15:26] and this is kind of a Josh hack,

[00:15:29] if you guys ever want to use this,

[00:15:31] we set up what's called a master affiliate relationship.

[00:15:34] So a lot of what I do for people

[00:15:35] that I help them establish these referral partnerships.

[00:15:38] But I said, hey,

[00:15:39] I want a cut of every affiliate dollar

[00:15:41] that runs through this company.

[00:15:42] Okay?

[00:15:43] So basically if she has a 10% referral program,

[00:15:46] I also get a 5% or whatever override on the top.

[00:15:49] Okay?

[00:15:50] This is what was cool.

[00:15:51] I proposed a number and she's like, here's the deal.

[00:15:52] I know you're sacrificing.

[00:15:53] So she doubled the number.

[00:15:55] She's like, I will pay you double

[00:15:56] what you're asking for on that number.

[00:15:57] I am so excited to work with you, right?

[00:15:59] Wow.

[00:16:00] That's just last week.

[00:16:02] Okay?

[00:16:03] This happens every single week.

[00:16:05] People are willing to give you more than you'd think

[00:16:07] when you're willing to provide them

[00:16:08] with the right solutions.

[00:16:10] So it's about,

[00:16:12] I know I cannot emphasize this enough.

[00:16:13] It's about having bigger vision than them.

[00:16:15] So if they tell you, Josh, I want to make a million dollars.

[00:16:18] You say, why not?

[00:16:18] Why not a hundred million?

[00:16:20] Yeah.

[00:16:21] Right?

[00:16:21] And then you help them plot a path to it.

[00:16:23] Right?

[00:16:25] So it's being more excited about what they're doing

[00:16:26] is having that bigger vision,

[00:16:27] but also just getting really excited

[00:16:29] about what they're doing.

[00:16:30] And if you can't get excited about it,

[00:16:33] just move on from the relationship.

[00:16:35] Yeah.

[00:16:36] Because I'll be real with you.

[00:16:37] I meet 15 to 20 people a week

[00:16:38] and of those 15 to 20,

[00:16:41] there's probably five of them that I'm like,

[00:16:43] you're just not there yet.

[00:16:44] Right?

[00:16:45] I'm interested in or I don't like you as a person.

[00:16:47] I know it might sound bad, but it's like there's not.

[00:16:48] Yeah.

[00:16:49] We're not jiving, but like this lady,

[00:16:51] I'm like, we could go hang out tomorrow

[00:16:53] and it'd be a blast.

[00:16:54] Right?

[00:16:55] So that's again, that was super tactical,

[00:16:57] but I hope that kind of explains the way that we go about it.

[00:17:01] Absolutely.

[00:17:02] It gives me actually flashbacks to one of the first events

[00:17:06] that we ever went to

[00:17:08] that the person on stage was like, all right,

[00:17:10] put down your goal,

[00:17:11] how much you guys want to make.

[00:17:13] And we're like, I don't remember the exact number that we put,

[00:17:15] but I think it was like a million dollars or less.

[00:17:18] No dude, it was $25,000.

[00:17:20] $25,000.

[00:17:21] We're like $25,000.

[00:17:23] And then the guy next to us, he looks at us and he's like,

[00:17:26] why not $3 million?

[00:17:28] Right?

[00:17:30] And we're like, yeah.

[00:17:31] The goal was to try to make the money

[00:17:33] we're going to about to invest in that first mastermind.

[00:17:35] Yeah.

[00:17:36] Right.

[00:17:37] Yeah.

[00:17:38] The guy, the guy that was sitting next to us

[00:17:40] sell us on the vision.

[00:17:41] Like, you know what?

[00:17:41] Yeah. $3 million.

[00:17:42] Put it down there.

[00:17:45] And I love that.

[00:17:46] The other reminder that you just gave me

[00:17:49] is something I heard on a,

[00:17:50] I think it was from our most,

[00:17:52] I'm not sure, but he was like, sell the solution

[00:17:57] to the problem, have an agreement, say, have a yes

[00:18:00] and then figure out on how it's going to get paid.

[00:18:03] Right?

[00:18:04] And I think-

[00:18:05] What destruction that makes sense.

[00:18:06] What destruction that makes sense correctly.

[00:18:08] My mind went to how have you learned to structure

[00:18:11] these deals, these ways?

[00:18:13] Cause that is very complex.

[00:18:15] I don't think I would sit down and be like, yeah,

[00:18:17] you know what?

[00:18:18] This is what we're going to do.

[00:18:19] I'm planning exactly like this.

[00:18:20] Obviously you have a lot of experience.

[00:18:22] 100%.

[00:18:22] So I'm just going to issue a warning out there

[00:18:25] to anybody who wants to do this.

[00:18:26] And PS, this is not legal advice.

[00:18:29] I'm just going to disclaim this

[00:18:30] because I have gotten in trouble with that before.

[00:18:35] I have found that everybody gets excited

[00:18:37] when people offer them equity.

[00:18:40] Equity is the absolute worst thing that you can get

[00:18:43] because it comes with liability.

[00:18:46] Your best option is some sort of either profit share

[00:18:51] or some sort of upfront cash.

[00:18:53] I have found, so this is what's really funny.

[00:18:56] I've been saying 20, apparently it's like 32.

[00:18:58] Equity is 32 companies right now.

[00:19:00] Did not realize it was that many until I checked on it.

[00:19:02] It's because for the last few years,

[00:19:06] it's probably about seven or eight years ago.

[00:19:09] I don't know, like the first few years I did this,

[00:19:11] they were giving me equity and I'm like, yes.

[00:19:13] And then they're selling me on the vision

[00:19:14] of where they're going to go

[00:19:15] because I'm a visionary.

[00:19:15] I'm all excited about it.

[00:19:17] But then none of those companies ever sold

[00:19:18] or made me a dollar.

[00:19:19] And I've put 40, 50, 80 hours

[00:19:21] into each of those companies.

[00:19:23] And so the thing that I'm going to tell you right now

[00:19:26] is if anybody is like, oh, I'm going to give you equity,

[00:19:28] you run.

[00:19:30] You run.

[00:19:31] What I always tell people is like,

[00:19:33] if you are sold on them and their vision

[00:19:35] and they are adequately sold on you,

[00:19:37] they feel like, hey, you are worth it.

[00:19:40] If they are unwilling to pay some sort of cash amount,

[00:19:44] don't move forward with them.

[00:19:45] They can give you equity, right?

[00:19:46] Somebody's like, hey, somebody offers you,

[00:19:47] what if I give you 10% you say,

[00:19:49] hey, why don't you give me 1%

[00:19:50] but then you pay me $2,000 a month as a retainer?

[00:19:53] Right?

[00:19:54] And to say, well, no, we're cash strapped or whatever.

[00:19:55] It's like, great, then you don't value me.

[00:19:57] Right?

[00:19:58] Does that make sense?

[00:19:59] Yeah.

[00:20:00] It's like, I will tell you

[00:20:01] there's a lot of creative ways to go around it

[00:20:03] and I'm not even the world's greatest at this,

[00:20:05] but like I would try to avoid it like the plague.

[00:20:09] And the other thing is try not to bottleneck yourself

[00:20:12] into being you're always the solution

[00:20:14] because you can make more money

[00:20:16] referring other people a lot of times

[00:20:17] that takes zero work.

[00:20:19] Yeah.

[00:20:20] Absolutely.

[00:20:21] Podcast production is a great example of this, right?

[00:20:23] It's like if somebody was like,

[00:20:24] hey, I want to start a podcast.

[00:20:26] I can like, well, I can do it in house with my team.

[00:20:29] We do actually still have a podcast production team

[00:20:31] that could run this.

[00:20:32] I could charge them 3,500 a month

[00:20:34] or we'll probably make a 60% margin on that,

[00:20:37] but or I could say, hey, you guys,

[00:20:40] Fonsi and Luis will do it for 3,500 a month

[00:20:42] and they'll give me a 30% commission or whatever it is.

[00:20:44] I don't know what you guys are doing, right?

[00:20:47] But point being is I'm going to make half

[00:20:49] of what I would have made

[00:20:50] but there's zero work on my side, right?

[00:20:52] I made the sale for you.

[00:20:53] I collect the cash.

[00:20:55] And what happens there for me

[00:20:56] is that that is way more scalable

[00:20:59] than doing all the work myself.

[00:21:01] And there's a lesson here for most agencies

[00:21:03] is that if they are not a perfect fit client,

[00:21:06] refer them to somebody else with a good commission in place.

[00:21:09] And I have found that most agencies

[00:21:11] will give you a 30% cut, just so you know.

[00:21:13] And that's requiring lifetime for the client

[00:21:15] because agencies are starving for business.

[00:21:18] Yeah, absolutely.

[00:21:20] That's what you see.

[00:21:21] Besides my right arm, the rest a little skinny, right?

[00:21:24] Yeah.

[00:21:25] He just pumps all the nutrients.

[00:21:29] Yeah, I'm telling you, my...

[00:21:32] And I hope people don't take those comments out of context.

[00:21:36] But...

[00:21:37] But my mind is flying with a lot of ideas,

[00:21:44] obviously a lot of questions,

[00:21:46] diving deeper into obviously agency.

[00:21:48] That would be a great conversation to have with you.

[00:21:50] You have so much experience on the last conversation

[00:21:53] you mentioned, selling a few of those,

[00:21:56] growing some of those to $7 million

[00:21:59] and all the challenges that come with it.

[00:22:01] So again, if you haven't listened to that episode yet,

[00:22:04] go back and listen to it.

[00:22:06] It's absolutely amazing.

[00:22:07] And I want to transition into a new topic here

[00:22:10] but before we move to that,

[00:22:12] because I do think this, you know,

[00:22:15] the referrals has been so valuable.

[00:22:18] I wonder is there any questions

[00:22:20] that we haven't asked yet

[00:22:23] that we should be asking about this?

[00:22:26] Question-wise, no.

[00:22:28] But I'm going to give one final point that I think will help

[00:22:30] because I think the nail on the coffin for people here.

[00:22:34] You're already out prospecting, right?

[00:22:37] Everybody...

[00:22:38] We're all out there looking for new clients, right?

[00:22:40] So we do the lead generation and the marketing, whatever it is.

[00:22:42] Most entrepreneurs who are sub $10 million

[00:22:46] are doing some of not,

[00:22:48] some if not all of the sales for the company.

[00:22:50] So you're probably meeting at least five new people a week

[00:22:53] right now anyways.

[00:22:54] But you're probably doing what every other entrepreneur is doing

[00:22:57] which is if they're not a fit or the sale doesn't go through,

[00:23:00] you move on, right?

[00:23:02] You play that quote unquote numbers game.

[00:23:04] I play the numbers game too

[00:23:06] but I look at how do I have a 100% close rate,

[00:23:08] okay, on people that I want to work with.

[00:23:11] So if you're meeting five people

[00:23:13] and you're doing your discovery call

[00:23:15] or whatever you guys call it, your sales call,

[00:23:17] the first call that you take with somebody

[00:23:19] and you are not 100% a fit, right?

[00:23:23] And this is where you have to be brutally honest with yourself.

[00:23:25] Can I really provide this person with the result

[00:23:28] and is this a problem they're looking to solve right now?

[00:23:31] Because if they are hyperactive

[00:23:33] and looking for a solution to that problem,

[00:23:36] they will buy from you.

[00:23:37] But that's usually one out of 10, right?

[00:23:40] A great closer knows how to convert three to five out of 10

[00:23:44] but that's because they learn all these closing tactics

[00:23:46] to get them to move, right?

[00:23:48] But here's what's cool is if you'll pay attention to

[00:23:51] out of 10 people, one to two of them,

[00:23:53] you're probably not going to want to work with it all.

[00:23:55] It just is not a personality fit.

[00:23:57] You're like, well, I still like this person,

[00:23:59] I like the product, whatever it is, right?

[00:24:01] And I'm the kind of guy I actually like most people

[00:24:05] so I have to really keep check on myself

[00:24:07] and go, is this somebody I like working with?

[00:24:10] But the other eight have at least one problem

[00:24:13] they are willing to spend money on solving right now.

[00:24:15] And that could be as simple as a software, right?

[00:24:18] This could be like, hey,

[00:24:19] they're trying to get on more podcasts, right?

[00:24:21] So we're going to refer them to Podmatch

[00:24:23] and I think off Podmatch you make $10 a month, $20 a month

[00:24:26] or something as a commission, right?

[00:24:28] Which thank you, Alex for that PS.

[00:24:30] But point being is that that's money I didn't have before

[00:24:35] and that conversation now became worth money to me.

[00:24:38] I about five years ago when I realized this model

[00:24:42] and the way that it was working was that I could quantify

[00:24:45] that every phone call I was taking

[00:24:47] was making me at least $1,000.

[00:24:49] And when it got to that point, I went crazy with it, right?

[00:24:53] I was trying to do like 50 calls a week

[00:24:55] because I'm going, I'll make 50 grand this week

[00:24:57] if I do all of these calls and follow my process.

[00:25:00] Does that make sense?

[00:25:01] Absolutely.

[00:25:04] I've been just taking everything in

[00:25:06] and taking it out to the fans

[00:25:07] and they'll be like, stop typing dude.

[00:25:10] But it's just so good, right?

[00:25:13] And I go back and a conversation that I had yesterday

[00:25:16] with this guy that he's an expert in mold

[00:25:18] and he wants to start a podcast.

[00:25:20] He came referred from a person that came to the studio

[00:25:22] and years of experience retired

[00:25:24] so his company millions of dollars.

[00:25:26] Now he's helping people with information

[00:25:28] about this super hyper niche industry.

[00:25:30] And at the other conversation

[00:25:32] he made a pretty awesome comment.

[00:25:35] I felt really good.

[00:25:37] Like, dude I'm so glad that you drove here.

[00:25:39] He's from Jersey.

[00:25:40] They were in a conference

[00:25:41] and we drove about 30 minutes to get to the hotel

[00:25:43] where he was at and we met in person

[00:25:45] and we chatted and we just provided

[00:25:47] all the information.

[00:25:48] And he's like, because I like to do business

[00:25:50] with people I know and their relationships, right?

[00:25:52] And relationships this was taking me to Actuality.

[00:25:55] I got clearly with a lot of experience

[00:25:57] and a lot of success in his life, right?

[00:25:59] And he got me thinking.

[00:26:00] He's like, wow.

[00:26:02] It's so simple, right?

[00:26:04] For business owners too.

[00:26:06] It's in front of us.

[00:26:07] It's the person that we're having a conversation with, right?

[00:26:09] And because we get blinded by

[00:26:12] the fancy new tactics

[00:26:14] or the fancy new complicated ways

[00:26:16] to create and distribute content

[00:26:18] or the Facebook ads and all these things

[00:26:20] we sometimes ignore that person

[00:26:22] that is right in front of us seeking for help, right?

[00:26:24] Like you say you have to put your exploration

[00:26:26] you know, goals and be like,

[00:26:28] why are you excited about it?

[00:26:30] Am I excited too?

[00:26:31] Oh man, like I know this.

[00:26:32] I mean right before the show

[00:26:33] we just share, you know,

[00:26:35] a common hobby, you know, with the racing simulators

[00:26:37] and turns out that there might be an introduction there

[00:26:39] that could be super beneficial for both of us.

[00:26:41] And it's so interesting to me

[00:26:43] that most people try to ignore it.

[00:26:45] So I really, really hope

[00:26:47] that everybody listening or watching this video today

[00:26:50] are thinking about

[00:26:52] how they're going to approach

[00:26:55] the conversations that they've been having

[00:26:57] or even the ones that they had

[00:26:59] whether that's podcast guests

[00:27:01] or podcast hosts that they've connected

[00:27:03] or sales calls

[00:27:05] or how they're going to meet with their sales teams

[00:27:07] to be like, how can we now

[00:27:09] be a solution

[00:27:11] to the people that come to our world

[00:27:13] whether that's if it's us great

[00:27:15] because we're providing

[00:27:17] our expertise in what we do

[00:27:19] but if we can connect them with somebody else

[00:27:21] that does.

[00:27:22] And I've been going through some memories

[00:27:24] you know, remember Carla she came in

[00:27:26] she wanted a podcast and all this stuff

[00:27:28] and turns out that the podcast was not the solution

[00:27:30] to where it was a social CRM system

[00:27:33] that she needed.

[00:27:34] And on the call we were able to identify that

[00:27:36] we presented, we screen shared

[00:27:38] what we were doing and she's like, oh my god this is great

[00:27:40] and she became like the top affiliate

[00:27:42] for that thing that allows to

[00:27:44] you know create some revenue from

[00:27:46] a different product that it was not ours

[00:27:48] and we didn't have to fulfill at all

[00:27:50] but it was a win-win for everybody.

[00:27:52] So thank you Josh Man for breaking down

[00:27:54] your system and showing a little bit

[00:27:56] over there behind the scenes

[00:27:58] and sharing those conversations because I think that's probably

[00:28:00] the most intimidating thing for a lot of people

[00:28:02] it's like how do I go about this

[00:28:04] if I've never done it before you know

[00:28:06] and that's why exactly what we

[00:28:08] talked about.

[00:28:10] 100% and I know Fonzie you want to

[00:28:12] move to another topic but I'll make one

[00:28:14] final note on this is that

[00:28:16] and that was an awesome point Luis by the way

[00:28:18] I love that.

[00:28:19] I have found that

[00:28:21] if you are an introvert

[00:28:23] and you're scared of sales conversations

[00:28:25] or you're having a hard time with that kind of stuff

[00:28:27] this is a method that works really well

[00:28:29] for you right because it's an opportunity

[00:28:31] for you to just be

[00:28:33] a good human and provide really big

[00:28:35] value to people and still get

[00:28:37] paid for it but here's the point

[00:28:39] that is what a lot of people forget

[00:28:41] is that

[00:28:43] I'll come back to the relationship with you guys right

[00:28:45] if I send Mara to you guys

[00:28:47] and she becomes a client

[00:28:49] of yours or maybe she hire somebody else

[00:28:51] right here's what I've all of a sudden done

[00:28:53] I've provided immense goodwill

[00:28:55] to you if she becomes a client

[00:28:57] if not I still give you a really good referral

[00:28:59] right so I've built goodwill with you

[00:29:01] but let's say she decides to go to my buddy Jeff

[00:29:03] to his facility in Dallas right

[00:29:05] he says well you know these guys want to work with Jeff

[00:29:07] so let's say she hires Jeff

[00:29:09] I just made Jeff money

[00:29:11] okay built a lot of goodwill there

[00:29:13] but then Mara I've been with her through this whole process

[00:29:15] and all of a sudden I've built

[00:29:17] really good value with her

[00:29:19] I have not in one area

[00:29:21] there asked for money never once

[00:29:23] right it's all coming to me from the

[00:29:25] referral commissions so I haven't sold anything yet

[00:29:27] right but I have now built

[00:29:29] goodwill with Mara does that make any sense

[00:29:31] absolutely and here's what's really cool

[00:29:33] is I now have three people on my list

[00:29:35] this is where it's actually kind of fun

[00:29:37] so we're doing another event here in a week

[00:29:39] and I've

[00:29:41] I found that

[00:29:45] Deidre channel a lot of you guys know Deidre

[00:29:47] she's done this capture we're doing a joint

[00:29:49] event together and she's like hey can you

[00:29:51] pull some affiliates together I said sure

[00:29:53] so what I did is I reached I didn't go like

[00:29:55] I have a list of hundreds of them I went back to people

[00:29:57] I've talked to in the last month two months

[00:29:59] and there were 62 people on that

[00:30:01] list and I've texted pretty much every single

[00:30:03] one of them took me two three hours

[00:30:05] and I built a list of 62 people who will

[00:30:07] send an email promoting this I don't even

[00:30:09] have to ask hardly I say hey would you be

[00:30:11] willing to send an email promoting this event

[00:30:13] I never gonna know because I've built

[00:30:15] significant value with them

[00:30:17] so we're gonna have hundreds of people hit this event

[00:30:19] for free because people I didn't even give

[00:30:21] I haven't even told them about the commission

[00:30:23] I'm going to give them but they're willing to do it

[00:30:25] right yeah so there's immense value

[00:30:27] in just building that that relationship which by

[00:30:29] the way now that we're in this topic if you want to

[00:30:31] share a little bit about that event you know we were part of

[00:30:33] the first one and this one coming very soon

[00:30:35] and there's another one in 60 days and I think

[00:30:37] it's super valuable for people I mean I got

[00:30:39] incredible value I loved it so what are you

[00:30:41] share a little bit about it oh you bet

[00:30:43] so just so you guys know I'm good on time

[00:30:45] today we can go over if we need to so

[00:30:47] I'm I probably should have mentioned that before the interview

[00:30:49] but so let me tell you guys about

[00:30:51] about this event so it's called

[00:30:53] industry icons live

[00:30:55] this event we we ran a test event

[00:30:57] for this like you said the one you attended

[00:30:59] like about a month ago yeah

[00:31:01] and the results were

[00:31:03] unreal I mean absolutely unrelated so well

[00:31:05] and it was because I think we've

[00:31:07] honestly formed like the perfect trifecta

[00:31:09] in this space where it's like

[00:31:11] a business in a box over five days

[00:31:13] so this isn't like a

[00:31:15] speaker event where you're just listening to a bunch of speakers this is an application

[00:31:19] workshop right so you're coming in and actually

[00:31:21] getting help every single day

[00:31:23] and what we're doing is we're helping people build

[00:31:25] a really solid content platform like

[00:31:27] a podcast or YouTube channel or something

[00:31:29] around the business sector

[00:31:31] that's what didry helps them do so didry

[00:31:33] helps them on that side with like making really amazing

[00:31:35] content I'm coming in and helping them

[00:31:37] actually grow their reach

[00:31:39] so helping them basically expand their audience

[00:31:41] and leverage that audience the way we just talked

[00:31:43] about to make money and then Joseph

[00:31:45] Giglietti is actually coming in

[00:31:47] and talking about and training people

[00:31:49] on how to use events to sell

[00:31:51] high ticket products and services

[00:31:53] and between you guys and me I did not believe him until I did one

[00:31:55] and I went holy crap his numbers were

[00:31:57] literally 280 he said

[00:31:59] I went brick man I'm sold so

[00:32:01] yeah it's now become a core part of my strategy

[00:32:03] wow that's awesome

[00:32:05] by the way we haven't like officially

[00:32:07] now so we talked to their team too

[00:32:09] and I think it's a great way

[00:32:11] like you said to monetize

[00:32:13] somebody platform so a lot of people

[00:32:15] that listen to us right they have platforms

[00:32:17] already so I highly highly encourage

[00:32:19] to go attend this event right if

[00:32:21] if you don't have one great you can build it

[00:32:23] if you have one great you can optimize

[00:32:25] and make it better and connect with these guys

[00:32:27] because you know we've known them for quite a while

[00:32:29] and it's been an incredible experience

[00:32:31] and the results that they get

[00:32:33] 100% so thanks

[00:32:35] for sharing man we're gonna link all the links

[00:32:37] right below and so people can just scroll down

[00:32:39] and click it if they're interested

[00:32:41] like you said last episode you can use your

[00:32:43] little thumb or your big thumb

[00:32:45] or medium thumb yeah

[00:32:47] I can do that thumb

[00:32:49] if you're a thumb scroller

[00:32:51] I don't know I just think

[00:32:53] people that scroll with their index finger

[00:32:55] like this it's kind of odd

[00:32:57] I wouldn't trust those people you know

[00:32:59] if you scroll

[00:33:01] with your index finger you're either 90 years old

[00:33:03] or we have a trust

[00:33:05] issue

[00:33:07] traffic issue tendencies is really what it is

[00:33:11] alright

[00:33:13] I'm gonna move on to the next topic here real quick

[00:33:15] I know you said you have more time but

[00:33:17] we want to respect your time as well

[00:33:19] and I appreciate it

[00:33:21] but you know Sean Whelan

[00:33:23] you mentioned him last conversation for those that don't know who Sean Whelan

[00:33:25] is

[00:33:27] he's a founder I think he's Lyons not

[00:33:29] Sheep, he's like a clothing brand

[00:33:31] I mean they sell clothes

[00:33:33] but it's more like a movement honestly

[00:33:35] it's a movement pretty impressive

[00:33:37] go check him out he writes extremely well

[00:33:39] I really enjoy his writing

[00:33:41] and you said you know he grabbed you by the cheeks

[00:33:43] and he says you gotta

[00:33:45] do cool shit

[00:33:47] right and

[00:33:49] in my mind I went well

[00:33:51] cool stuff is

[00:33:53] a bit subjective right like

[00:33:55] what can be cool stuff for you

[00:33:57] might not be cool stuff for me or for my brother

[00:33:59] right like definitely different taste

[00:34:01] different you know and that's part

[00:34:03] of the message you want to polarize

[00:34:05] your audience as much as you want to attract

[00:34:07] people you want to repel them as well

[00:34:09] but I'm curious how does

[00:34:11] doing what is cool stuff

[00:34:13] for you right in your world

[00:34:15] how have you implemented that

[00:34:17] into the content that you've been

[00:34:19] produced or that you produce throughout the years

[00:34:21] with your podcast

[00:34:23] yeah so I will tell you this

[00:34:25] and this is something I think I mentioned this on the last episode

[00:34:27] I've been working on this a lot for myself

[00:34:29] because I think there's this

[00:34:31] weird problem in content where people are going from

[00:34:33] there's like this gap between

[00:34:35] entertainment content and business content

[00:34:37] and I think what a lot of people aren't realizing

[00:34:39] is that like

[00:34:41] you have to be an entertainer

[00:34:43] at some point

[00:34:45] honestly for a lot of people like that scares you to death

[00:34:47] it's like hey start with business content

[00:34:49] but if you really want to become successful

[00:34:51] become entertaining right

[00:34:53] I think Alex Ramosy is the perfect example of this

[00:34:55] because he teaches the same stuff

[00:34:57] every single time

[00:34:59] same stuff that I would teach

[00:35:01] same video side by side he will win

[00:35:03] the reason why is because he's taken the time

[00:35:05] to become entertaining in his space

[00:35:07] excuse me and then he's also

[00:35:09] done something that I have not done

[00:35:11] right he's like I just

[00:35:13] a hundred million dollars is his thing

[00:35:15] a hundred million dollars and so he's able to use

[00:35:17] that as his thing and a lot of you are going

[00:35:19] okay that is really cool but

[00:35:21] Josh I'm trying to get there

[00:35:23] this has been the biggest problem in business

[00:35:25] and so like I'm going to put this out

[00:35:27] of I want to give you some context

[00:35:29] of how to actually leverage this and do cool stuff

[00:35:31] because there obviously was a longer conversation

[00:35:33] about this with Sean Whelan

[00:35:35] and with a lot of other people truthfully

[00:35:37] how long was he grabbing your cheeks for

[00:35:41] I'll just put it this way way longer than

[00:35:43] I was comfortable with

[00:35:45] because he grabbed me like this

[00:35:47] he's like dude what is happening

[00:35:51] he's a big dude so

[00:35:53] anyways he's funny he's a funny

[00:35:55] dude but all heart all heart that guy

[00:35:57] big mouth and all heart

[00:35:59] so he's a but

[00:36:01] point being so I have

[00:36:03] found that

[00:36:05] to do cool stuff what I mean by that

[00:36:07] is doing what other people

[00:36:09] wish they were courageous enough to do

[00:36:11] okay so

[00:36:13] I'll give you an example we all know Mr. Beast

[00:36:15] yeah produces really cool YouTube videos

[00:36:17] has like at this point

[00:36:19] 200 million subscribers it's the biggest

[00:36:21] YouTuber on the planet I think right now anyways

[00:36:23] point being Mr. Beast

[00:36:25] the reason why his videos do so well

[00:36:27] is he does something that you're like

[00:36:29] you've always subconsciously been like

[00:36:31] could I do that

[00:36:33] right or wouldn't that be cool if I did

[00:36:35] that right

[00:36:37] let me just list a few of you for you in business

[00:36:39] though that would actually be interesting

[00:36:41] right

[00:36:43] walking up to random strangers on the street

[00:36:45] is something that most people like I wish I had the courage to do that

[00:36:47] right talking to somebody in a coffee shop

[00:36:49] with a camera on

[00:36:51] that's something that a lot of people are unwilling to do

[00:36:53] right

[00:36:55] going on stage in a 2-2

[00:36:57] that's something that a lot of people are unwilling to do

[00:36:59] right like I know it sounds like

[00:37:01] they're big audacious things

[00:37:03] but it's proving a point

[00:37:05] okay it's showing that

[00:37:07] hey I'm doing something that nobody else is doing

[00:37:09] okay calling your shot

[00:37:11] is also really big and then backing it up

[00:37:13] right so one of the ones that

[00:37:15] works really well for me is we've been using

[00:37:17] this tagline because it's something I'm genuinely

[00:37:19] passionate about which is

[00:37:21] I want to gather a thousand of the world's best humans

[00:37:23] together that has literally been

[00:37:25] our main focus for the last few years

[00:37:27] and we did it in a year and a half

[00:37:29] right and these are all paying customers

[00:37:31] so we're able to pull them all into a community

[00:37:33] and by doing that

[00:37:35] I called my shop but we did it really cool

[00:37:37] and then what that did is that became the next thing

[00:37:39] is I can say here's how I grew

[00:37:41] in 18 months is how I grew an audience

[00:37:43] or I grew a community of a thousand people

[00:37:45] right a thousand very fans

[00:37:47] I could do the same thing of hey I just put

[00:37:49] this cool deal together right you guys were talking about

[00:37:51] this company was doing driving simulation

[00:37:53] right it's like oh here's how I match made

[00:37:55] an oil company with the formula one

[00:37:57] by the way right and I didn't know

[00:37:59] either of these companies three months ago

[00:38:01] that's cool right something that you guys

[00:38:03] have done right like you've talked about some of the people

[00:38:05] you've even met oh I met this guy at the coffee

[00:38:07] shop who literally gave me a direct contact

[00:38:09] the formula one that's cool

[00:38:11] because it's what everybody wishes

[00:38:13] they had the courage to do right

[00:38:15] and so sharing those it's inspiring

[00:38:17] for people

[00:38:19] first off so that's why they will click on it

[00:38:21] but then secondly they're going to look at it

[00:38:23] going how the heck did you do that

[00:38:25] right that's where we're trying to get them

[00:38:27] to do that I love it I want to

[00:38:29] I really sonate so much

[00:38:31] I remember in college like my

[00:38:33] I think well way before college

[00:38:35] right like this started when I caught

[00:38:37] my my foot and my first culture was denied

[00:38:39] I was just sitting you know

[00:38:41] trying to recover from that in Venice

[00:38:43] but just trying to

[00:38:45] you're skipping what part of the story

[00:38:47] you're skipping what part of the story

[00:38:49] what else happened what was happening

[00:38:51] yeah what else happened besides you cutting

[00:38:53] your food and you know thinking

[00:38:55] and losing the scholarship and losing the

[00:38:57] scholarship what else happened

[00:38:59] he got dumped too he got dumped at that time

[00:39:01] dude

[00:39:03] this is going to become depressing now

[00:39:05] hey you gotta you gotta you gotta

[00:39:07] paint the full image you know you gotta

[00:39:09] immerse people into the

[00:39:11] whole scenario you know he got the cut

[00:39:13] you know the cut got dumped

[00:39:15] then I got the letter no scholarship because

[00:39:17] the cut and thank you Fonsi

[00:39:19] anyways that sparked

[00:39:21] entertainment Bali

[00:39:23] you know I was trying to figure out like how do

[00:39:25] I lift myself up with positive messages

[00:39:27] right and an idea of something

[00:39:29] called mass life came came along mass

[00:39:31] it's the positive sign right

[00:39:33] and life obviously

[00:39:35] Vida or life in English right

[00:39:37] but you know that idea was there

[00:39:39] and I was like I'm gonna go to my head and throughout college

[00:39:41] that was the business that I wanted to

[00:39:43] build in a sense right and we started

[00:39:45] our blog and we did some t-shirts and we

[00:39:47] will go run Tough Mudders

[00:39:49] and or Spartan Races and we did like

[00:39:51] 25 in a year we did a 12 hour

[00:39:53] race a 24 hour race and this was

[00:39:55] like right after finishing college

[00:39:57] and a lot of people were coming

[00:39:59] to us like man that's so cool

[00:40:01] I wish I could do it right and you know

[00:40:03] you're I see you you know saying this

[00:40:05] today and again this happened

[00:40:07] 10 years ago right and I was like but you can

[00:40:09] to right and we started recruiting

[00:40:11] like these people to go to the races with

[00:40:13] us nationwide we will travel

[00:40:15] to do will volunteer day and then raise

[00:40:17] the next day and then you know go out and have fun

[00:40:19] that the night after that

[00:40:21] and and it was such a such

[00:40:23] a cool thing and now that you're mentioned

[00:40:25] this and Mike wow that core

[00:40:27] experience right of

[00:40:29] like hey I'm I'm brave enough

[00:40:31] to go try and do these new things

[00:40:33] and then put it out there to the world

[00:40:35] for people to see or share those stories

[00:40:37] whether that's a business or entertaining

[00:40:39] or like a live experience

[00:40:41] will bring people

[00:40:43] to you and when we decided

[00:40:45] to launch content profit this was

[00:40:47] more micro right and I think

[00:40:49] maybe we did this subconsciously

[00:40:51] we launched it as a Facebook live

[00:40:53] show not

[00:40:55] a podcast you know the

[00:40:57] audio of that became

[00:40:59] the podcast but what

[00:41:01] allowed us to attract a lot of people that

[00:41:03] we wanted to attract for the show and have these conversations

[00:41:05] was the fact that it was something

[00:41:07] different something cool we're doing a live

[00:41:09] show and we had the music and we had the

[00:41:11] things and you know what people see today

[00:41:13] that still happened four years ago

[00:41:15] and still brings and attracts the right

[00:41:17] type of people that we want to talk to

[00:41:19] so it doesn't have to be something super

[00:41:21] crazy you know and of course if you

[00:41:23] have that yes go do it like

[00:41:25] like the event that we're going to do with you in a

[00:41:27] couple weeks right we're gonna go kayaking and

[00:41:29] do all this stuff

[00:41:31] but you can bring it down to what

[00:41:33] the daily activities I gotta do today

[00:41:35] to inspire my team to do it to

[00:41:37] you know infect with my message

[00:41:39] and these things and it doesn't have to be

[00:41:41] too crazy because then

[00:41:43] that's gonna be that when that's gonna propel you to the next one

[00:41:45] and then to do the next one and then to do

[00:41:47] the show a little bit different and then to

[00:41:49] create a little bit different and

[00:41:51] and I think it's so good that

[00:41:53] that definition they share so thank you Josh

[00:41:55] yeah absolutely well let me give you

[00:41:57] I'm gonna give you two examples that are like

[00:41:59] free or very very cheap to do this because that was

[00:42:01] that was a really awesome point and like you

[00:42:03] said they spiral to each other

[00:42:05] okay so one easy thing

[00:42:07] you could do is say I

[00:42:09] am going to take ten dollars

[00:42:11] I'm gonna go turn it into a hundred and I'm gonna do it in an afternoon

[00:42:13] right

[00:42:15] there's a million ways to do that go

[00:42:17] spend ten dollars on window washing equipment

[00:42:19] and knock on doors until you get a hundred

[00:42:21] dollar sale wash the windows right and then

[00:42:23] but you document it and you tell people

[00:42:25] I turned ten dollars into a hundred in an afternoon

[00:42:27] great people are all that's kind of cool

[00:42:29] and then you go oh I then I took that hundred dollars

[00:42:31] and the next day I turn that into

[00:42:33] five hundred or a thousand or whatever it was

[00:42:35] right and if you do that people will start following you

[00:42:37] there's actually this kid I don't know

[00:42:39] how this ended up happening

[00:42:41] like honestly but he so he said

[00:42:43] I'm going to make a post and tag Elon Musk

[00:42:45] every single day until he gives me a Tesla

[00:42:47] okay so super manipulative

[00:42:49] but the kid did this and went

[00:42:51] absolutely viral I want to say it was

[00:42:53] by day 30 he had like 10 or 15

[00:42:55] million followers wow

[00:42:57] but that's what's cool

[00:42:59] even if you have us to give him a Tesla

[00:43:01] he could say oh yeah all you guys all your views

[00:43:03] I just bought a Tesla

[00:43:05] it would have been super easy for him that one video he made

[00:43:07] would have made him a Tesla because people are going

[00:43:09] did he actually get it today

[00:43:11] did he actually get it today and he did so good

[00:43:13] with that right but like somebody like you guys

[00:43:15] could say hey we're going to make a post every single

[00:43:17] day with what of Joe Rogan's

[00:43:19] we're gonna make a clip from Joe Rogan's podcast

[00:43:21] every single day and we're gonna do this

[00:43:23] and tag him in it until he lets us

[00:43:25] be his podcast production agency right

[00:43:27] yeah I don't know if that's what you guys are going to do

[00:43:29] or not because it feels kind of manipulative

[00:43:31] but the point being is like it's something

[00:43:33] like that it costs you nothing

[00:43:35] and you're going hey I'm showing my skills to the world

[00:43:37] you're probably gonna bring in a hundred new clients

[00:43:39] because they're just talking about what you're doing

[00:43:41] and showing that you're doing something cool

[00:43:43] yeah it's a creative way to put your foot in

[00:43:45] the door too you know because you never know how

[00:43:47] some people might react or my answer

[00:43:49] to you right and then you get to develop that

[00:43:51] relationship whether whether Elon

[00:43:53] gives you a Tesla or Joe Rogan's

[00:43:55] hires you if you get to have a conversation

[00:43:57] with them or somebody on their team because

[00:43:59] you caught their attention is again another

[00:44:01] relationship right that you can add a lot of value

[00:44:03] I'm gonna add I saw this one

[00:44:05] I thought it was genius

[00:44:07] it's a group of comedians and

[00:44:09] I'm struggling to remember their name unfortunately

[00:44:11] but they grab clips

[00:44:13] from like Huberman

[00:44:15] you know Huberman or Joe Rogan

[00:44:17] in their interview and they're having

[00:44:19] comments and then

[00:44:21] they literally like have the setup I don't

[00:44:23] know if they do like some sort of green screen and they

[00:44:25] see it as if they were the ones being

[00:44:27] interviewed by them

[00:44:29] and then they answer questions but they do it

[00:44:31] you know in a very funny way right like

[00:44:33] Huberman is like yeah you know you gotta wake up

[00:44:35] see sunlight for some of the under like no

[00:44:37] dude I wake up and I smoke a cigar

[00:44:39] you know all these things

[00:44:41] and I think it's genius

[00:44:43] exactly you're talking about too

[00:44:45] yeah I love those

[00:44:47] yeah I'm amazing

[00:44:49] Goggans was telling him

[00:44:51] you're fat as eff

[00:44:53] he's like I like being fat

[00:44:55] yeah

[00:44:57] yeah I think those are hilarious that doesn't

[00:44:59] definitely be some good bits to

[00:45:01] create I wrote this here

[00:45:03] I know you wanna say something but I wrote this

[00:45:05] kinda to boil down this last

[00:45:07] concept that we had and

[00:45:09] sort of a little bit of context you know a lot of

[00:45:11] people struggle to you know what am I gonna

[00:45:13] create how am I going to say it kind of getting

[00:45:15] that inspiration

[00:45:17] to do some cool stuff

[00:45:19] and I remember we had Glenn Laundia

[00:45:21] a while back here

[00:45:23] and he said dude I wake up every morning

[00:45:25] like 3am in the morning I go to my studio

[00:45:27] start recording this podcast

[00:45:29] in the morning and people always ask me

[00:45:31] you know how how do you have so much to talk about

[00:45:33] how much to create and he's like well

[00:45:35] if you're now if you stop learning

[00:45:37] you know you can't share anything

[00:45:39] you gotta be always learning something new

[00:45:41] putting some good inputs in your mind

[00:45:43] you're gonna have some good outputs and I want

[00:45:45] to add a little bit to that

[00:45:47] right I wrote down here one of the best ways

[00:45:49] to add value to your content

[00:45:51] is to add experiences to your life

[00:45:53] every time I'm outside

[00:45:55] of the routine I'm inspired

[00:45:57] we as entrepreneurs I feel like it's so easy

[00:45:59] to fall down into the routine you know stare

[00:46:01] at the computer answering messages

[00:46:03] maybe getting a little bit distracted

[00:46:05] scrolling hopefully not with your index finger

[00:46:07] you know like all these things

[00:46:09] that we are in a consistent routine

[00:46:11] we're not gonna be doing it all day on

[00:46:13] and guess what when every time

[00:46:15] you step outside and you run a tough mother

[00:46:17] right you attempt something

[00:46:19] like interviewing some random people

[00:46:21] on the street or something that

[00:46:23] just change your environment

[00:46:25] you get some sort of inspiration

[00:46:27] sure you might have to

[00:46:29] practice your frame on how you

[00:46:31] are perceiving things

[00:46:33] you know the inputs so you can put them

[00:46:35] through the filter of oh how can I relate this

[00:46:37] to my business and make it an entertaining piece

[00:46:39] but I want to encourage people

[00:46:41] to go out there and do experiences

[00:46:43] honestly as a reminder I want

[00:46:45] to encourage us to go out there

[00:46:47] and do some of those experiences

[00:46:49] because it's been a while since we were on a tough mother

[00:46:51] since we did something like that a little bit crazy

[00:46:53] I mean I've been playing some tennis

[00:46:55] I might add in here for

[00:46:57] some comedic value

[00:46:59] but besides that I want to invite people

[00:47:01] to go and live life

[00:47:03] because those experiences are definitely

[00:47:05] going to enrich your content

[00:47:07] 100% that's so good

[00:47:09] I love this I'm going to bring it back

[00:47:11] and then we'll probably have closing remarks

[00:47:13] but the

[00:47:15] for a company right let's say

[00:47:17] we're big fans of people

[00:47:19] or companies having their own internal teams

[00:47:21] and developing their own content systems

[00:47:23] there's different frameworks that we can follow

[00:47:25] there's no secret formula at the end of the day

[00:47:27] apart from consistency right

[00:47:29] and I think that's a big part of like

[00:47:31] people and CEOs and CMOs and executives

[00:47:33] I feel comfortable you know being on camera

[00:47:35] it's cool shit right but let's say

[00:47:37] that's not

[00:47:39] a vehicle right what are some

[00:47:41] creators like the ones that you mentioned

[00:47:43] that align with your brand as well

[00:47:45] because for some reason then you can also find

[00:47:47] opportunities on that side

[00:47:49] and I hate to see it because

[00:47:51] we do believe that everybody needs to

[00:47:53] share their message

[00:47:55] if they truly believe what they're doing

[00:47:57] it's really good

[00:47:59] as a product or as a service and they're helping people

[00:48:01] absolutely we got to put that message out there

[00:48:03] as a company right

[00:48:05] but then

[00:48:07] sometimes we limit ourselves to like well I would

[00:48:09] potentially never do that or we don't have the staff

[00:48:11] to do that or we don't you know we don't have the system

[00:48:13] to do that well who does right and then go

[00:48:15] find that person or go find

[00:48:17] that creator that might be doing something

[00:48:19] really cool and provide an opportunity for them to collaborate together right

[00:48:21] so

[00:48:23] the door is wide open you know at the end of the day

[00:48:25] it's like who's doing something super cool that

[00:48:27] you know oh I wish as a company

[00:48:29] we could do that

[00:48:31] you actually can right

[00:48:33] and there's different ways that they can do it

[00:48:35] so if you guys have any questions obviously

[00:48:37] feel free to reach out to Josh all his information

[00:48:39] is right below connect his community is incredible

[00:48:41] obviously they have the industry

[00:48:43] icons live event coming soon

[00:48:45] and every 60 days

[00:48:47] so if you have if you want more information

[00:48:49] you can send us a DM we'll point in the right direction

[00:48:51] and anything publishing just let us know

[00:48:53] Fonsi anything else

[00:48:55] on the that list of questions

[00:48:57] I do but you know we'll do it for the next episode

[00:49:01] the

[00:49:03] round three baby let's go hopefully

[00:49:05] that round three can be in person

[00:49:07] you know maybe in Orlando you know when we

[00:49:09] see each other we'll bring some equipment we'll record

[00:49:11] down there maybe in the kayaks

[00:49:13] we could

[00:49:15] yeah we could do it from the kayaks on our

[00:49:17] phones just to prove that you don't have to

[00:49:19] be perfectly professional to make it work

[00:49:21] that is right I like that idea

[00:49:23] right kayaking my brothers didn't know how to

[00:49:25] swim so we gotta give him a little bit

[00:49:27] of a little bit

[00:49:29] we'll give him some water wings

[00:49:31] bro we love you Florida

[00:49:33] we love some water wings I'll be comfy

[00:49:37] Josh thank you so much man is there

[00:49:39] anything we missed anything else that you want

[00:49:41] to add before we head out

[00:49:43] let me give one final

[00:49:45] just called action to everybody

[00:49:47] not to buy something from me but if

[00:49:49] like an action for you guys to go take

[00:49:51] so I would recommend to every single person

[00:49:53] on this planet who is trying

[00:49:55] to start a business and to grow

[00:49:57] there's one way to do it

[00:49:59] and it works every single time

[00:50:01] you can do this to grow your audience you can do it to generate revenue

[00:50:03] you can do it to test your audience

[00:50:05] test your market whatever it is like any problem

[00:50:07] you have can be solved by doing this action

[00:50:09] I'm going to encourage you to reach out

[00:50:11] to somebody right now who's your dream client

[00:50:13] and to get an interview with them

[00:50:15] where you actually talk to them about

[00:50:17] don't even record this one but you talk to them

[00:50:19] about what's going on in their world

[00:50:21] what they're excited about

[00:50:23] and you look for solutions to their

[00:50:25] problem okay and what you're going to do is take that person

[00:50:27] you're going to write down this is the big problem

[00:50:29] that they need solved

[00:50:31] and you tell that person hey I'm going to create a piece of content

[00:50:33] specifically about this I'll send it to you when I'm done

[00:50:35] and you go say to yourself

[00:50:37] who's the person not myself

[00:50:39] who can answer this better than me

[00:50:41] right who's the best person on the planet

[00:50:43] to answer this question

[00:50:45] and then you reach out to that person and say hey would you be willing to

[00:50:47] answer this question in a podcast interview

[00:50:49] or some sort of interview with me

[00:50:51] you record that piece of content

[00:50:53] you call out the first guy

[00:50:55] call him out in the episode saying hey

[00:50:57] John had this question about how to be better at sales

[00:50:59] whatever it is right so we brought

[00:51:01] on this person they answered that question we send them that piece of content

[00:51:03] John's all excited he's going to talk

[00:51:05] about you dollars friends you don't even have to ask him to

[00:51:07] okay

[00:51:09] you built goodwill with John now you've built goodwill

[00:51:11] with this person you did an interview with

[00:51:13] and you're going to repeat the process you're going to ask the person who you've interviewed

[00:51:15] you're going to ask them about

[00:51:17] what's their biggest problems

[00:51:19] what are they excited about right and you're going to get into this same cycle

[00:51:21] and you're just going to keep repeating that where you

[00:51:23] record another episode you send it to your previous guest

[00:51:25] if you just do this cycle

[00:51:27] and you watch this your audience will grow super fast

[00:51:29] I tell people it takes a hundred reps

[00:51:31] to get to a million people it's all it takes

[00:51:33] okay so if you'll do it a hundred times

[00:51:35] as fast as I've had people in my community

[00:51:37] do this in under two weeks

[00:51:39] but I've had some people it's taken three years

[00:51:41] and they're still not quite there yet right

[00:51:43] but the faster you do this the faster

[00:51:45] business is going to grow and your reach is going to grow

[00:51:47] and what will happen is you're going to have a

[00:51:49] a clear pulse

[00:51:51] on your community because you're asking them what's actually happening

[00:51:53] so this grows the audience

[00:51:55] but it also allows you to start doing

[00:51:57] the model we talked about earlier in the episode which is

[00:51:59] figuring out what the solution to their problem is

[00:52:01] and providing it to them

[00:52:03] that could be you

[00:52:05] so good

[00:52:07] row map

[00:52:09] standing ovation

[00:52:11] had to actually stand up for this standing ovation

[00:52:13] that was awesome

[00:52:15] check to make sure you had pants on before you did

[00:52:17] that sounds kind of like

[00:52:19] yes

[00:52:21] he's like I'm up

[00:52:23] Josh is always

[00:52:25] man those golden boulders

[00:52:27] flying all over the place next time make sure you bring your helmet

[00:52:29] we'll bring ours

[00:52:31] I was actually driving here thinking

[00:52:33] that's the perfect gift

[00:52:35] that we can send to our guests

[00:52:37] the helmets yeah we've been thinking about it

[00:52:39] we should get a whole bunch of helmets

[00:52:41] just send them out to the guests

[00:52:43] yeah

[00:52:45] I'm basic

[00:52:47] just can't wait to hang out in a couple weeks

[00:52:49] and good luck at the event

[00:52:51] we'll see you there for sure

[00:52:53] thank you

[00:52:55] with that said guys

[00:52:57] thank you so much for tuning into the contest profit podcast

[00:52:59] go ahead and follow the show

[00:53:01] in your favorite podcasting platform

[00:53:03] and on social media at msbrowsco

[00:53:05] that is Ryan if Josh here

[00:53:07] help you move one step closer towards your goal

[00:53:09] please don't forget to share this episode

[00:53:11] with us on our 5 star review

[00:53:13] see ya