{"version":"1.0.0","segments":[{"startTime":19.67,"endTime":22.03,"body":"Welcome The Ecommerce Alley podcast,"},{"startTime":22.16,"endTime":25.83,"body":"where we believe that great brands"},{"startTime":22.16,"endTime":25.83,"body":"are built on passion leadership,"},{"startTime":26.12,"endTime":30.63,"body":"smart operations, and of course,"},{"startTime":26.12,"endTime":30.63,"body":"powerful marketing. I am your host,"},{"startTime":30.94,"endTime":31.99,"body":"Josh Coffy,"},{"startTime":32.81,"endTime":35.83,"body":"and I couldn't be more grateful that"},{"startTime":32.81,"endTime":35.83,"body":"you're listening or you're watching this"},{"startTime":36.63,"endTime":40.83,"body":"right now. Now, today, we are going"},{"startTime":36.63,"endTime":40.83,"body":"to be talking about the third and the,"},{"startTime":42.46,"endTime":46.7,"body":"of the marketing operating system."},{"startTime":42.46,"endTime":46.7,"body":"One that if you can harness,"},{"startTime":47.12,"endTime":50.7,"body":"if you can, it will unlock"},{"startTime":47.12,"endTime":50.7,"body":"predictable revenue."},{"startTime":62.45,"endTime":65.17,"body":"If you have not yet"},{"startTime":62.45,"endTime":65.17,"body":"watched or listen to you,"},{"startTime":65.97,"endTime":68.97,"body":"I highly recommend listen in that episode,"},{"startTime":69.85,"endTime":74.77,"body":"awesome foundation of something that"},{"startTime":69.85,"endTime":74.77,"body":"we call the marketing operating system."},{"startTime":74.771,"endTime":77.85,"body":"And in that there are three different"},{"startTime":74.771,"endTime":77.85,"body":"levels. The first level is your,"},{"startTime":77.851,"endTime":81.61,"body":"and I'm just gonna recap this really"},{"startTime":77.851,"endTime":81.61,"body":"briefly. The first level is your website,"},{"startTime":81.63,"endTime":85.72,"body":"and this is where purchases and"},{"startTime":81.63,"endTime":85.72,"body":"transactions in business happens."},{"startTime":85.9,"endTime":86.96,"body":"If you don't have a website,"},{"startTime":87.29,"endTime":90.84,"body":"everything else that you do is"},{"startTime":87.29,"endTime":90.84,"body":"not going to perform very well."},{"startTime":90.841,"endTime":94.0,"body":"So the first level or the"},{"startTime":90.841,"endTime":94.0,"body":"first pillar is your website."},{"startTime":94.001,"endTime":98.96,"body":"Now that second pillar up is your, are"},{"startTime":94.001,"endTime":98.96,"body":"your funnels and your communication."},{"startTime":98.97,"endTime":99.801,"body":"These are funnels."},{"startTime":99.801,"endTime":103.27,"body":"These are products and things that are"},{"startTime":99.801,"endTime":103.27,"body":"the core driver that you funnel traffic"},{"startTime":103.59,"endTime":107.71,"body":"to in order to grow both your database"},{"startTime":103.59,"endTime":107.71,"body":"of, of email subscribers and customers."},{"startTime":107.711,"endTime":110.95,"body":"And then you communicate with them"},{"startTime":107.711,"endTime":110.95,"body":"through forms of email marketing, SMS,"},{"startTime":111.05,"endTime":113.75,"body":"and any other thing that might"},{"startTime":111.05,"endTime":113.75,"body":"be relevant to your business."},{"startTime":114.13,"endTime":119.03,"body":"And then you have the third and"},{"startTime":114.13,"endTime":119.03,"body":"final level of the marketing"},{"startTime":119.031,"endTime":122.07,"body":"operating system in that level is traffic."},{"startTime":122.25,"endTime":125.5,"body":"And so today that's what I'm"},{"startTime":122.25,"endTime":125.5,"body":"gonna be talking about traffic,"},{"startTime":125.72,"endTime":128.86,"body":"and I'm gonna walk and I'm gonna start"},{"startTime":125.72,"endTime":128.86,"body":"this by going through, first of all,"},{"startTime":128.96,"endTime":132.86,"body":"the three types of traffic. Now,"},{"startTime":133.28,"endTime":134.021,"body":"if you're in business,"},{"startTime":134.021,"endTime":138.62,"body":"there are three types of traffic"},{"startTime":134.021,"endTime":138.62,"body":"that you must have in order to grow."},{"startTime":139.32,"endTime":143.85,"body":"And I'm gonna start with the most"},{"startTime":139.32,"endTime":143.85,"body":"impactful one and the least control one"},{"startTime":144.19,"endTime":146.29,"body":"as well. And that is word of mouth."},{"startTime":146.43,"endTime":148.33,"body":"So word of mouth is the"},{"startTime":146.43,"endTime":148.33,"body":"first type of traffic."},{"startTime":148.39,"endTime":150.45,"body":"And this is what people"},{"startTime":148.39,"endTime":150.45,"body":"are saying about you."},{"startTime":150.83,"endTime":152.53,"body":"And this is the strongest form of traffic,"},{"startTime":152.64,"endTime":154.85,"body":"because it's what people"},{"startTime":152.64,"endTime":154.85,"body":"are saying about you,"},{"startTime":155.03,"endTime":157.53,"body":"not what you are saying about you,"},{"startTime":157.531,"endTime":161.49,"body":"because typically in advertising"},{"startTime":157.531,"endTime":161.49,"body":"and other paid forms of, of traffic,"},{"startTime":161.87,"endTime":166.2,"body":"you're talking about you and you're,"},{"startTime":161.87,"endTime":166.2,"body":"but when you look at word of mouth,"},{"startTime":166.201,"endTime":168.4,"body":"this is other people talking about you."},{"startTime":168.7,"endTime":172.76,"body":"And so the reason this is so powerful"},{"startTime":168.7,"endTime":172.76,"body":"and is because when other people are"},{"startTime":172.761,"endTime":176.36,"body":"talking about you it's proof. And"},{"startTime":172.761,"endTime":176.36,"body":"when you're talking about yourself,"},{"startTime":176.63,"endTime":178.12,"body":"it's bragging. And I actually stole,"},{"startTime":178.121,"endTime":180.24,"body":"that's a quote from a"},{"startTime":178.121,"endTime":180.24,"body":"previous mentor of mine,"},{"startTime":180.241,"endTime":182.12,"body":"Jeffrey Gitomer and he always"},{"startTime":180.241,"endTime":182.12,"body":"said that. He said, Josh,"},{"startTime":182.38,"endTime":184.32,"body":"if you're talking about"},{"startTime":182.38,"endTime":184.32,"body":"you, it's bragging."},{"startTime":184.58,"endTime":187.08,"body":"If someone else is talking"},{"startTime":184.58,"endTime":187.08,"body":"about you, it's proof."},{"startTime":187.46,"endTime":190.12,"body":"And that's why this is the"},{"startTime":187.46,"endTime":190.12,"body":"most powerful form of traffic,"},{"startTime":190.121,"endTime":191.56,"body":"because you have to think about it."},{"startTime":191.58,"endTime":196.24,"body":"How many times have you purchased"},{"startTime":191.58,"endTime":196.24,"body":"or used products? Because a friend,"},{"startTime":196.68,"endTime":200.83,"body":"a family, a spouse, or someone"},{"startTime":196.68,"endTime":200.83,"body":"that know recommended that product,"},{"startTime":201.78,"endTime":206.59,"body":"I'll give you a really good example. So"},{"startTime":201.78,"endTime":206.59,"body":"I am really big into tracking my food,"},{"startTime":206.591,"endTime":210.87,"body":"tracking my macros, and, and I'm really"},{"startTime":206.591,"endTime":210.87,"body":"big into CrossFit. \u003claugh\u003e if you,"},{"startTime":210.89,"endTime":212.99,"body":"if you know me, I don't wanna talk"},{"startTime":210.89,"endTime":212.99,"body":"about CrossFit, cuz it's super cliche."},{"startTime":213.17,"endTime":218.03,"body":"But at CrossFit I have a lot of friends"},{"startTime":213.17,"endTime":218.03,"body":"that also do the same thing and probably"},{"startTime":218.45,"endTime":219.34,"body":"six months go."},{"startTime":219.57,"endTime":224.3,"body":"They introduced me to this amazing"},{"startTime":219.57,"endTime":224.3,"body":"brand product called Kodiak"},{"startTime":224.43,"endTime":227.46,"body":"cakes. If you've never tried Kodiak cakes,"},{"startTime":224.43,"endTime":227.46,"body":"you have to try. 'em they're amazing."},{"startTime":227.461,"endTime":230.9,"body":"They're like protein, uh, it's protein"},{"startTime":227.461,"endTime":230.9,"body":"mixed for pancakes. It's kind of like,"},{"startTime":231.18,"endTime":234.46,"body":"uh, pancakes, waffles, they have"},{"startTime":231.18,"endTime":234.46,"body":"oatmeal. They have things like that."},{"startTime":234.72,"endTime":237.9,"body":"And I'll tell you what"},{"startTime":234.72,"endTime":237.9,"body":"they are incredible."},{"startTime":238.04,"endTime":242.73,"body":"And since they first introduce me every"},{"startTime":238.04,"endTime":242.73,"body":"single week for the last six months that"},{"startTime":242.731,"endTime":244.81,"body":"has been on our grocery buy,"},{"startTime":245.13,"endTime":249.53,"body":"I mean I've probably purchased"},{"startTime":245.13,"endTime":249.53,"body":"$800 in Kodiak cake mix in the last"},{"startTime":250.03,"endTime":250.51,"body":"six months,"},{"startTime":250.51,"endTime":254.97,"body":"simply because I had multiple people"},{"startTime":250.51,"endTime":254.97,"body":"in the morning at one of my classes,"},{"startTime":255.56,"endTime":257.17,"body":"tell me, you have to have Kodiak cakes."},{"startTime":257.171,"endTime":259.49,"body":"If you're tracking your macros is"},{"startTime":257.171,"endTime":259.49,"body":"a great source of definitely carbs,"},{"startTime":259.77,"endTime":263.52,"body":"but an also protein as well not to"},{"startTime":259.77,"endTime":263.52,"body":"mention they are incredibly delicious."},{"startTime":264.06,"endTime":267.08,"body":"And so that's why word of mouth"},{"startTime":264.06,"endTime":267.08,"body":"is the first type of traffic."},{"startTime":267.11,"endTime":268.0,"body":"It's the strongest."},{"startTime":268.18,"endTime":273.04,"body":"But the downside of it is it's the least"},{"startTime":268.18,"endTime":273.04,"body":"predictable because you can't control"},{"startTime":273.06,"endTime":275.52,"body":"it. You can only influence word of mouth."},{"startTime":275.521,"endTime":277.36,"body":"You can influence how much"},{"startTime":275.521,"endTime":277.36,"body":"people talk about you."},{"startTime":277.361,"endTime":280.95,"body":"Maybe try to nudge people to talk about"},{"startTime":277.361,"endTime":280.95,"body":"you. Maybe you're sending an email. Hey,"},{"startTime":281.01,"endTime":284.15,"body":"why don't you refer us to your"},{"startTime":281.01,"endTime":284.15,"body":"friends, but you can't control it."},{"startTime":284.151,"endTime":285.43,"body":"It's not very controllable,"},{"startTime":285.65,"endTime":289.47,"body":"but it's influenceable"},{"startTime":285.65,"endTime":289.47,"body":"if that's an actual word,"},{"startTime":290.49,"endTime":293.07,"body":"but there's something that you do need"},{"startTime":290.49,"endTime":293.07,"body":"to consider when it comes to this."},{"startTime":293.071,"endTime":295.31,"body":"And this is why this is the first"},{"startTime":293.071,"endTime":295.31,"body":"type of traffic to talk about."},{"startTime":295.311,"endTime":299.63,"body":"Because in order for this to even"},{"startTime":295.311,"endTime":299.63,"body":"work, you have to have good products."},{"startTime":300.1,"endTime":302.14,"body":"Meaning if your product sucks, uh,"},{"startTime":302.141,"endTime":305.34,"body":"you're gonna really struggle with"},{"startTime":302.141,"endTime":305.34,"body":"generating word of mouth because marketing"},{"startTime":305.341,"endTime":307.9,"body":"can't fix bad products. It"},{"startTime":305.341,"endTime":307.9,"body":"can't fix poor packaging."},{"startTime":307.901,"endTime":309.78,"body":"It can't fix terrible customer experience."},{"startTime":310.2,"endTime":312.18,"body":"You can do that so you can influence that."},{"startTime":312.181,"endTime":315.46,"body":"And so the reason I wanna talk about"},{"startTime":312.181,"endTime":315.46,"body":"this first is because this is really,"},{"startTime":315.461,"endTime":317.58,"body":"really baseline. Make sure"},{"startTime":315.461,"endTime":317.58,"body":"your products are good,"},{"startTime":317.581,"endTime":320.06,"body":"make sure your packaging is"},{"startTime":317.581,"endTime":320.06,"body":"good. Make sure that your, uh,"},{"startTime":320.061,"endTime":324.97,"body":"communication on shipping"},{"startTime":320.061,"endTime":324.97,"body":"and the different key points"},{"startTime":324.971,"endTime":327.69,"body":"with your customers is good."},{"startTime":324.971,"endTime":327.69,"body":"And if you could do that,"},{"startTime":327.71,"endTime":330.37,"body":"you're gonna start harnessing"},{"startTime":327.71,"endTime":330.37,"body":"the power of word of mouth."},{"startTime":330.371,"endTime":331.61,"body":"So that's the first type of traffic."},{"startTime":332.47,"endTime":336.21,"body":"The second type of traffic is organic"},{"startTime":332.47,"endTime":336.21,"body":"and I consider organic anything like"},{"startTime":336.211,"endTime":338.13,"body":"social media, SEO podcast,"},{"startTime":338.49,"endTime":341.81,"body":"or videos like you might be watching or"},{"startTime":338.49,"endTime":341.81,"body":"listening right now, email marketing,"},{"startTime":342.44,"endTime":346.0,"body":"et cetera. These are things that you"},{"startTime":342.44,"endTime":346.0,"body":"can also influence you can't control,"},{"startTime":346.14,"endTime":348.24,"body":"but you can influence decisions."},{"startTime":348.241,"endTime":352.4,"body":"You can influence that traffic by posting"},{"startTime":348.241,"endTime":352.4,"body":"more and by taking actions on those"},{"startTime":352.401,"endTime":356.56,"body":"networks, but it's not very"},{"startTime":352.401,"endTime":356.56,"body":"predictable. So for example,"},{"startTime":356.66,"endTime":359.08,"body":"you could post 10 times"},{"startTime":356.66,"endTime":359.08,"body":"per day on Instagram,"},{"startTime":359.26,"endTime":361.64,"body":"but if you only have 100 followers,"},{"startTime":362.11,"endTime":366.96,"body":"your results are going to be massively"},{"startTime":362.11,"endTime":366.96,"body":"diminished. And I'll give you an example."},{"startTime":366.98,"endTime":370.52,"body":"So we, we get 10 to 15,000"},{"startTime":366.98,"endTime":370.52,"body":"org. At this point in time,"},{"startTime":370.521,"endTime":374.04,"body":"we get like 10 to 15,000 organic"},{"startTime":370.521,"endTime":374.04,"body":"website visitors, uh, to our website,"},{"startTime":374.39,"endTime":378.27,"body":"just through our blog. We create a lot"},{"startTime":374.39,"endTime":378.27,"body":"of content and content on our website."},{"startTime":378.271,"endTime":382.51,"body":"So the SEO kicks in and we get"},{"startTime":378.271,"endTime":382.51,"body":"10 to 15,000 visitors per month,"},{"startTime":382.93,"endTime":387.43,"body":"but we can't control how many people"},{"startTime":382.93,"endTime":387.43,"body":"search for a specific topic or a specific"},{"startTime":387.431,"endTime":391.83,"body":"keyword that our blogs that we've"},{"startTime":387.431,"endTime":391.83,"body":"created are going to draw in."},{"startTime":391.85,"endTime":394.79,"body":"We can influence it by"},{"startTime":391.85,"endTime":394.79,"body":"creating more content,"},{"startTime":395.21,"endTime":397.46,"body":"but we can't necessarily con control it."},{"startTime":397.461,"endTime":400.34,"body":"Like I can't look at a set"},{"startTime":397.461,"endTime":400.34,"body":"of five blogs and say, Ooh,"},{"startTime":400.45,"endTime":403.1,"body":"this blog is doing really,"},{"startTime":400.45,"endTime":403.1,"body":"really well based on this topic,"},{"startTime":403.28,"endTime":407.3,"body":"the keywords and whatever, the, the"},{"startTime":403.28,"endTime":407.3,"body":"SEO things that our team did to it."},{"startTime":407.48,"endTime":411.1,"body":"So why don't we go ahead and 10"},{"startTime":407.48,"endTime":411.1,"body":"X, this blog, you can't do it."},{"startTime":411.101,"endTime":413.22,"body":"You can influence it and create"},{"startTime":411.101,"endTime":413.22,"body":"more blogs similar to that."},{"startTime":413.221,"endTime":417.34,"body":"But you can't control search volume."},{"startTime":413.221,"endTime":417.34,"body":"You can't control traffic from,"},{"startTime":418.29,"endTime":420.57,"body":"uh, from Sur tensions"},{"startTime":418.29,"endTime":420.57,"body":"because it's organic."},{"startTime":420.99,"endTime":425.17,"body":"And so organic is similar to word"},{"startTime":420.99,"endTime":425.17,"body":"of mouth. It can't be controlled,"},{"startTime":425.23,"endTime":429.81,"body":"but it can be influence. But"},{"startTime":425.23,"endTime":429.81,"body":"the good thing about organic,"},{"startTime":430.01,"endTime":431.01,"body":"that doesn't mean that"},{"startTime":430.01,"endTime":431.01,"body":"you shouldn't do it."},{"startTime":431.19,"endTime":434.89,"body":"The good thing about organic is that"},{"startTime":431.19,"endTime":434.89,"body":"it's kind of like digging a, well,"},{"startTime":435.11,"endTime":437.21,"body":"it takes a lot of work,"},{"startTime":435.11,"endTime":437.21,"body":"like a good deal of work."},{"startTime":437.211,"endTime":441.12,"body":"You gotta dig and dig and dig and maybe"},{"startTime":437.211,"endTime":441.12,"body":"you dig and you didn't strike water."},{"startTime":441.18,"endTime":443.08,"body":"And then you go to another spot and"},{"startTime":441.18,"endTime":443.08,"body":"you dig and dig and dig and dig."},{"startTime":443.18,"endTime":445.76,"body":"And it's a lot of work, but"},{"startTime":443.18,"endTime":445.76,"body":"eventually when you strike water,"},{"startTime":445.86,"endTime":450.28,"body":"you will create a"},{"startTime":445.86,"endTime":450.28,"body":"consistent flow of traffic."},{"startTime":450.38,"endTime":453.36,"body":"And so that's kind of how I view. I"},{"startTime":450.38,"endTime":453.36,"body":"think of organic in word of mouth,"},{"startTime":453.72,"endTime":457.52,"body":"kind of like digging. Well, it's a"},{"startTime":453.72,"endTime":457.52,"body":"lot more work. The resource lever."},{"startTime":457.59,"endTime":460.95,"body":"Like if I'm pull levers and you"},{"startTime":457.59,"endTime":460.95,"body":"have impact and you have resource,"},{"startTime":461.05,"endTime":464.95,"body":"you're gonna pull a lot of resource"},{"startTime":461.05,"endTime":464.95,"body":"in order to start to get that impact."},{"startTime":465.01,"endTime":469.39,"body":"But over time that impact will just"},{"startTime":465.01,"endTime":469.39,"body":"get stronger and stronger and stronger."},{"startTime":470.25,"endTime":471.47,"body":"So that's the second type of traffic."},{"startTime":471.69,"endTime":475.15,"body":"And the third type of"},{"startTime":471.69,"endTime":475.15,"body":"traffic is paid traffic."},{"startTime":475.85,"endTime":476.87,"body":"And to be honest,"},{"startTime":477.3,"endTime":481.42,"body":"this is my favorite type of"},{"startTime":477.3,"endTime":481.42,"body":"traffic because it is the most"},{"startTime":481.77,"endTime":486.06,"body":"predictable. And when I think"},{"startTime":481.77,"endTime":486.06,"body":"of business, I want predictable."},{"startTime":486.3,"endTime":488.42,"body":"I want to know what my potential,"},{"startTime":488.421,"endTime":492.7,"body":"what my revenue forecast will look"},{"startTime":488.421,"endTime":492.7,"body":"like for next week. Next month,"},{"startTime":493.01,"endTime":497.66,"body":"next quarter, next year, I want to"},{"startTime":493.01,"endTime":497.66,"body":"predictably know, Hey, if we do X,"},{"startTime":497.92,"endTime":502.33,"body":"it will produce I and pay traffic"},{"startTime":497.92,"endTime":502.33,"body":"comes in a lot of different forms."},{"startTime":502.33,"endTime":507.05,"body":"It could be Facebook ads, YouTube"},{"startTime":502.33,"endTime":507.05,"body":"ads, Google programmatic ads, uh,"},{"startTime":507.051,"endTime":509.49,"body":"Pinterest ads. But it's a, what it is,"},{"startTime":509.491,"endTime":514.45,"body":"is simply spending dollars to get"},{"startTime":509.491,"endTime":514.45,"body":"your advertisements in front of a"},{"startTime":514.81,"endTime":517.65,"body":"specific audience. That's"},{"startTime":514.81,"endTime":517.65,"body":"what pay traffic is."},{"startTime":519.11,"endTime":523.04,"body":"The one thing I've learned with paid"},{"startTime":519.11,"endTime":523.04,"body":"traffic. And I there's a lot of hesitancy."},{"startTime":523.041,"endTime":525.24,"body":"Most people get through the first"},{"startTime":523.041,"endTime":525.24,"body":"type because they're like, Hey,"},{"startTime":525.241,"endTime":527.48,"body":"my products are good. I believe"},{"startTime":525.241,"endTime":527.48,"body":"in this, I'm getting reviews."},{"startTime":527.78,"endTime":530.36,"body":"And I put my heart and soul"},{"startTime":527.78,"endTime":530.36,"body":"into this. And so word of mouth,"},{"startTime":530.361,"endTime":532.36,"body":"that's the traffic that I start"},{"startTime":530.361,"endTime":532.36,"body":"to get because I care so much."},{"startTime":532.38,"endTime":535.64,"body":"I'm so hands on organic is the"},{"startTime":532.38,"endTime":535.64,"body":"second one that most people go to."},{"startTime":535.641,"endTime":537.4,"body":"They start getting all"},{"startTime":535.641,"endTime":537.4,"body":"these social media networks."},{"startTime":537.401,"endTime":540.64,"body":"They start investing all this time"},{"startTime":537.401,"endTime":540.64,"body":"into these organic strategies,"},{"startTime":540.641,"endTime":545.4,"body":"but they stop it paid traffic because why"},{"startTime":540.641,"endTime":545.4,"body":"would I pay for traffic when I can get"},{"startTime":545.401,"endTime":550.36,"body":"it for free on Instagram or"},{"startTime":545.401,"endTime":550.36,"body":"for free on whatever that"},{"startTime":550.361,"endTime":552.84,"body":"organic platform is? Well,"},{"startTime":553.72,"endTime":558.67,"body":"I don't know too many businesses that"},{"startTime":553.72,"endTime":558.67,"body":"are doing at least 2 million or more per"},{"startTime":558.671,"endTime":562.11,"body":"year that don't run paid"},{"startTime":558.671,"endTime":562.11,"body":"ADSS. I'm sure they exist,"},{"startTime":562.29,"endTime":563.79,"body":"but that is the minority,"},{"startTime":564.2,"endTime":568.83,"body":"especially because the barrier to"},{"startTime":564.2,"endTime":568.83,"body":"running paid ads and doing so profitably"},{"startTime":569.13,"endTime":573.27,"body":"is not very high. And, and later"},{"startTime":569.13,"endTime":573.27,"body":"in this, and later in this episode,"},{"startTime":573.41,"endTime":574.95,"body":"I'm gonna talk through, uh, what the,"},{"startTime":575.02,"endTime":577.78,"body":"that looks like and how you can make ads"},{"startTime":575.02,"endTime":577.78,"body":"work for you and the types of campaigns"},{"startTime":577.781,"endTime":581.3,"body":"you need. But the reality"},{"startTime":577.781,"endTime":581.3,"body":"is, if you invest some time,"},{"startTime":581.92,"endTime":586.86,"body":"you can harness the power"},{"startTime":581.92,"endTime":586.86,"body":"of paid advertising. You"},{"startTime":587.48,"endTime":591.74,"body":"And even in highly restricted"},{"startTime":587.48,"endTime":591.74,"body":"fields like C, B, D, or firearms,"},{"startTime":591.95,"endTime":595.1,"body":"there are forms of paid advertising that"},{"startTime":591.95,"endTime":595.1,"body":"work too many people throw their hands"},{"startTime":595.101,"endTime":597.89,"body":"and say, Hey, paid traffic doesn't"},{"startTime":595.101,"endTime":597.89,"body":"work for me or paid advertising."},{"startTime":597.91,"endTime":600.49,"body":"I'm not gonna spend money to acquire"},{"startTime":597.91,"endTime":600.49,"body":"customers. And so it's not for me,"},{"startTime":600.491,"endTime":603.21,"body":"I'm gonna do organic. And those are"},{"startTime":600.491,"endTime":603.21,"body":"the companies that remain small."},{"startTime":603.28,"endTime":607.69,"body":"They only grow so big or it's so much"},{"startTime":603.28,"endTime":607.69,"body":"of a pace and they can only grow so"},{"startTime":607.691,"endTime":610.69,"body":"predictably because they aren't"},{"startTime":607.691,"endTime":610.69,"body":"leveraging that. But again,"},{"startTime":610.76,"endTime":612.93,"body":"even companies in the CBD,"},{"startTime":613.15,"endTime":617.36,"body":"the firearms more restricted fields"},{"startTime":613.15,"endTime":617.36,"body":"can run forms of paid advertising like"},{"startTime":617.361,"endTime":620.6,"body":"programmatic ads in tho"},{"startTime":617.361,"endTime":620.6,"body":"because those forms do exist."},{"startTime":621.06,"endTime":624.28,"body":"You may need to focus on list building."},{"startTime":621.06,"endTime":624.28,"body":"So that, that way you could draw,"},{"startTime":624.3,"endTime":626.6,"body":"you can nurture and educate, uh,"},{"startTime":626.601,"endTime":630.84,"body":"your audience via email and not have to"},{"startTime":626.601,"endTime":630.84,"body":"worry about all kinds of ad rejections"},{"startTime":630.86,"endTime":633.76,"body":"and ad approvals, and going through"},{"startTime":630.86,"endTime":633.76,"body":"regulation with Facebook and Google,"},{"startTime":633.86,"endTime":635.28,"body":"who really don't like firearms."},{"startTime":635.42,"endTime":637.71,"body":"You might have to focus"},{"startTime":635.42,"endTime":637.71,"body":"more on a lead gen strategy,"},{"startTime":638.05,"endTime":641.95,"body":"but the fact remains you can leverage"},{"startTime":638.05,"endTime":641.95,"body":"paid ads in order to grow your email list"},{"startTime":642.09,"endTime":644.71,"body":"so that you can then generate"},{"startTime":642.09,"endTime":644.71,"body":"more sales on the backend."},{"startTime":645.61,"endTime":647.79,"body":"So one thing, uh,"},{"startTime":647.82,"endTime":651.97,"body":"with ads is that if"},{"startTime":647.82,"endTime":651.97,"body":"you're going to run ads,"},{"startTime":653.72,"endTime":656.33,"body":"it's not a matter of if it will work,"},{"startTime":657.31,"endTime":661.8,"body":"it's a matter of what that looks"},{"startTime":657.31,"endTime":661.8,"body":"like for your business and when"},{"startTime":662.15,"endTime":665.44,"body":"it's going to happen. So it's not a"},{"startTime":662.15,"endTime":665.44,"body":"matter of if it's a matter of what,"},{"startTime":665.441,"endTime":667.88,"body":"because every business is different."},{"startTime":665.441,"endTime":667.88,"body":"Every industry is different."},{"startTime":667.881,"endTime":670.2,"body":"They have different audience,"},{"startTime":667.881,"endTime":670.2,"body":"different buying cycles."},{"startTime":670.58,"endTime":673.28,"body":"And it's not a matter of if it's"},{"startTime":670.58,"endTime":673.28,"body":"going to work because it will."},{"startTime":673.66,"endTime":676.0,"body":"The question is what will"},{"startTime":673.66,"endTime":676.0,"body":"that look like for you?"},{"startTime":676.7,"endTime":680.23,"body":"And when will that actually happen? And"},{"startTime":676.7,"endTime":680.23,"body":"there are different variables in that,"},{"startTime":680.231,"endTime":683.35,"body":"like how much you're spending is going"},{"startTime":680.231,"endTime":683.35,"body":"to impact how quickly you figure it out"},{"startTime":683.37,"endTime":686.87,"body":"and how much time you invest"},{"startTime":683.37,"endTime":686.87,"body":"and your paid at traffic, uh,"},{"startTime":686.9,"endTime":690.07,"body":"efforts is gonna determine how"},{"startTime":686.9,"endTime":690.07,"body":"quickly you figure that out."},{"startTime":690.17,"endTime":694.79,"body":"But it's really a matter of what it looks"},{"startTime":690.17,"endTime":694.79,"body":"like. And when that actually happens,"},{"startTime":695.26,"endTime":697.67,"body":"because once you've"},{"startTime":695.26,"endTime":697.67,"body":"established baseline numbers,"},{"startTime":697.89,"endTime":702.66,"body":"you you're going to have a good idea"},{"startTime":697.89,"endTime":702.66,"body":"of what it's gonna take to acquire your"},{"startTime":702.661,"endTime":706.5,"body":"revenue goals. That's the"},{"startTime":702.661,"endTime":706.5,"body":"beauty of paid advertising."},{"startTime":706.69,"endTime":708.46,"body":"That once you understand"},{"startTime":706.69,"endTime":708.46,"body":"your baseline numbers,"},{"startTime":708.85,"endTime":711.82,"body":"once you get your feet wet and"},{"startTime":708.85,"endTime":711.82,"body":"once you really get into it,"},{"startTime":711.821,"endTime":714.68,"body":"you start to realize, oh my goodness,"},{"startTime":711.821,"endTime":714.68,"body":"the power of this is really, really good."},{"startTime":715.02,"endTime":719.4,"body":"And you'll notice when I run"},{"startTime":715.02,"endTime":719.4,"body":"ads, I generate more revenue."},{"startTime":719.51,"endTime":722.56,"body":"Even if 100% of it can't"},{"startTime":719.51,"endTime":722.56,"body":"be tracked or attributed."},{"startTime":722.98,"endTime":725.48,"body":"And I talk about attribution and"},{"startTime":722.98,"endTime":725.48,"body":"a ton of a ton of other things."},{"startTime":725.481,"endTime":727.56,"body":"So I'm not gonna dive into"},{"startTime":725.481,"endTime":727.56,"body":"that right here and now,"},{"startTime":727.94,"endTime":732.83,"body":"but even when you can't track 100%, you"},{"startTime":727.94,"endTime":732.83,"body":"will notice when you spend money ads,"},{"startTime":732.97,"endTime":735.31,"body":"you will make more money because of that."},{"startTime":735.57,"endTime":739.11,"body":"And the good thing about ads is you can"},{"startTime":735.57,"endTime":739.11,"body":"acquire new customers, very predictably,"},{"startTime":739.73,"endTime":741.43,"body":"but on top new customers,"},{"startTime":741.46,"endTime":745.83,"body":"what we often see is we see a"},{"startTime":741.46,"endTime":745.83,"body":"massive overlap from paid to organic."},{"startTime":746.13,"endTime":748.63,"body":"And that's another great thing."},{"startTime":746.13,"endTime":748.63,"body":"So when someone, for example,"},{"startTime":748.631,"endTime":752.03,"body":"if somebody clicks on one of your ads"},{"startTime":748.631,"endTime":752.03,"body":"and then they follow you on social media,"},{"startTime":752.09,"endTime":755.9,"body":"or they subscribe to your email list,"},{"startTime":752.09,"endTime":755.9,"body":"you can nurture them. They start to,"},{"startTime":756.12,"endTime":758.66,"body":"you start to get in front of them"},{"startTime":756.12,"endTime":758.66,"body":"through your organic efforts."},{"startTime":758.661,"endTime":761.9,"body":"And then what happens is they"},{"startTime":758.661,"endTime":761.9,"body":"start to buy down the line,"},{"startTime":761.901,"endTime":763.86,"body":"which can't be attributed back to ads,"},{"startTime":763.88,"endTime":767.38,"body":"but the ads created this"},{"startTime":763.88,"endTime":767.38,"body":"trickle long effect."},{"startTime":767.48,"endTime":769.1,"body":"And I see this happen all."},{"startTime":770.36,"endTime":773.54,"body":"So while I view organic trickle a well,"},{"startTime":774.01,"endTime":778.01,"body":"you have to put on more time and"},{"startTime":774.01,"endTime":778.01,"body":"effort into, in order to strike water."},{"startTime":778.41,"endTime":782.21,"body":"I like it's, on's off as,"},{"startTime":782.73,"endTime":787.05,"body":"as you Facebook or, or"},{"startTime":782.73,"endTime":787.05,"body":"whatever platform is"},{"startTime":794.96,"endTime":798.8,"body":"Fellow marketers. If you're"},{"startTime":794.96,"endTime":798.8,"body":"running ads, then you know,"},{"startTime":804.68,"endTime":806.84,"body":"But is that."},{"startTime":819.47,"endTime":824.31,"body":"S these relevant interest? What that"},{"startTime":819.47,"endTime":824.31,"body":"means for you is there's opportunity."},{"startTime":824.95,"endTime":825.783,"body":"It means that there's"},{"startTime":836.46,"endTime":841.22,"body":"allow you to produce results."},{"startTime":836.46,"endTime":841.22,"body":"That's why recommended tool called"},{"startTime":842.74,"endTime":846.46,"body":"our team find profitable,"},{"startTime":847.1,"endTime":848.58,"body":"very relevant audiences."},{"startTime":849.78,"endTime":853.82,"body":"Interest able to Facebook's"},{"startTime":849.78,"endTime":853.82,"body":"a of that allows you"},{"startTime":856.13,"endTime":859.65,"body":"folders and then easily copy"},{"startTime":856.13,"endTime":859.65,"body":"and them into your ads manager."},{"startTime":859.93,"endTime":863.61,"body":"I couldn't recommend it enough. I"},{"startTime":859.93,"endTime":863.61,"body":"believe it's a one, its really, really."},{"startTime":864.81,"endTime":865.643,"body":"Every."},{"startTime":866.29,"endTime":868.53,"body":"It's score go."},{"startTime":884.36,"endTime":885.193,"body":"You."},{"startTime":896.06,"endTime":898.68,"body":"And that is digital advertising."},{"startTime":899.46,"endTime":901.96,"body":"And so I wanna talk"},{"startTime":899.46,"endTime":901.96,"body":"really briefly about some,"},{"startTime":901.99,"endTime":906.36,"body":"some economics when it comes to"},{"startTime":901.99,"endTime":906.36,"body":"advertising, because I think that, uh,"},{"startTime":906.48,"endTime":908.88,"body":"there there's so much emotionally, uh,"},{"startTime":908.881,"endTime":912.79,"body":"emotional wrap up in a advertising"},{"startTime":908.881,"endTime":912.79,"body":"because we're actually spending dollars."},{"startTime":913.02,"endTime":915.59,"body":"That is important to understand, uh,"},{"startTime":915.77,"endTime":917.79,"body":"the prob because the problem"},{"startTime":915.77,"endTime":917.79,"body":"is most entrepreneurs,"},{"startTime":918.22,"endTime":923.07,"body":"they think of advertising"},{"startTime":918.22,"endTime":923.07,"body":"in the form of cost and risk"},{"startTime":923.25,"endTime":927.47,"body":"and they don't view advertising"},{"startTime":923.25,"endTime":927.47,"body":"from an investment standpoint."},{"startTime":927.89,"endTime":929.15,"body":"And there's a great marketer."},{"startTime":929.31,"endTime":933.46,"body":"I heard once say that risk"},{"startTime":929.31,"endTime":933.46,"body":"comes from lack of knowledge."},{"startTime":934.66,"endTime":938.26,"body":"I don't think that that could be more"},{"startTime":934.66,"endTime":938.26,"body":"true. And, and, and for me I'm a,"},{"startTime":938.261,"endTime":939.094,"body":"I'm a business owner."},{"startTime":939.16,"endTime":942.66,"body":"And so I always think in terms of assets"},{"startTime":939.16,"endTime":942.66,"body":"and my wife and I have determined that"},{"startTime":942.661,"endTime":946.74,"body":"there are three primary assets. We"},{"startTime":942.661,"endTime":946.74,"body":"invest our income in our dollar,"},{"startTime":947.0,"endTime":951.18,"body":"our army of dollar bills"},{"startTime":947.0,"endTime":951.18,"body":"into, and the first type our,"},{"startTime":951.98,"endTime":955.21,"body":"which is our financial portfolio"},{"startTime":951.98,"endTime":955.21,"body":"because that's very, uh, very steady,"},{"startTime":955.44,"endTime":958.17,"body":"very historical. The"},{"startTime":955.44,"endTime":958.17,"body":"second type is real estate."},{"startTime":958.27,"endTime":962.89,"body":"And the third type is our businesses"},{"startTime":958.27,"endTime":962.89,"body":"and advertising is a form of investing"},{"startTime":963.35,"endTime":965.81,"body":"in your business. And so, uh,"},{"startTime":965.811,"endTime":970.57,"body":"to give an example of this and just talk"},{"startTime":965.811,"endTime":970.57,"body":"through like how lack of knowledge is"},{"startTime":970.63,"endTime":973.76,"body":"why we is, how we become, we"},{"startTime":970.63,"endTime":973.76,"body":"think that things are risky."},{"startTime":974.04,"endTime":976.92,"body":"I wanna give you an example."},{"startTime":974.04,"endTime":976.92,"body":"So my wife and I own, uh,"},{"startTime":976.98,"endTime":980.32,"body":"we own several vacation properties"},{"startTime":976.98,"endTime":980.32,"body":"down in Gatlinburg, Tennessee,"},{"startTime":980.321,"endTime":984.44,"body":"as a filming of this video right now."},{"startTime":980.321,"endTime":984.44,"body":"And I hear people say this all the time."},{"startTime":984.6,"endTime":987.64,"body":"I hear people say, Hey, isn't that"},{"startTime":984.6,"endTime":987.64,"body":"risky? You don't live nearby. Uh,"},{"startTime":987.641,"endTime":988.6,"body":"what if there's a recession?"},{"startTime":988.63,"endTime":992.44,"body":"What if there's a pandemic which"},{"startTime":988.63,"endTime":992.44,"body":"literally happened to us and for six,"},{"startTime":992.91,"endTime":994.19,"body":"we couldn't rent anything."},{"startTime":994.191,"endTime":997.59,"body":"We had 0% occupancy or what happens"},{"startTime":994.191,"endTime":997.59,"body":"if something breaks or what,"},{"startTime":997.99,"endTime":1002.19,"body":"how handling cleaner sounds like so much"},{"startTime":997.99,"endTime":1002.19,"body":"work and, and they're completely right."},{"startTime":1002.57,"endTime":1006.55,"body":"It sounds risky because they"},{"startTime":1002.57,"endTime":1006.55,"body":"don't know what we know."},{"startTime":1006.551,"endTime":1009.83,"body":"They don't have the knowledge that we"},{"startTime":1006.551,"endTime":1009.83,"body":"have and they don't know the vacation"},{"startTime":1009.86,"endTime":1010.693,"body":"rentals,"},{"startTime":1011.23,"endTime":1016.06,"body":"cash flow net eight to 10"},{"startTime":1011.23,"endTime":1016.06,"body":"times more than a single"},{"startTime":1016.5,"endTime":1018.78,"body":"family, long term residential unit."},{"startTime":1019.24,"endTime":1023.86,"body":"And then it only takes about an hour to"},{"startTime":1019.24,"endTime":1023.86,"body":"an hour and a half per week to manage an"},{"startTime":1023.861,"endTime":1024.98,"body":"individual vacation property."},{"startTime":1024.981,"endTime":1029.7,"body":"So you're talking two properties are going"},{"startTime":1024.981,"endTime":1029.7,"body":"to do eight to 10 times more than two"},{"startTime":1029.701,"endTime":1034.65,"body":"single family homes for only two"},{"startTime":1029.701,"endTime":1034.65,"body":"combined hours or less of work"},{"startTime":1034.87,"endTime":1038.97,"body":"per week. Well, you'd probably take,"},{"startTime":1034.87,"endTime":1038.97,"body":"I, I don't know. I'm not a betting man,"},{"startTime":1038.99,"endTime":1043.33,"body":"but I would take that bet if I was"},{"startTime":1038.99,"endTime":1043.33,"body":"betting that that's worth doing versus"},{"startTime":1043.52,"endTime":1046.05,"body":"another investment strategy doesn't"},{"startTime":1043.52,"endTime":1046.05,"body":"mean the other investment strategies are"},{"startTime":1046.051,"endTime":1046.171,"body":"bad."},{"startTime":1046.171,"endTime":1050.57,"body":"It just means that that's what we've"},{"startTime":1046.171,"endTime":1050.57,"body":"learned works for us because we have the"},{"startTime":1050.571,"endTime":1053.17,"body":"knowledge. And so where there"},{"startTime":1050.571,"endTime":1053.17,"body":"is lack of knowledge though,"},{"startTime":1053.73,"endTime":1058.12,"body":"their opportunity for those"},{"startTime":1053.73,"endTime":1058.12,"body":"that are willing to learn."},{"startTime":1058.14,"endTime":1061.96,"body":"And that's why I think the"},{"startTime":1058.14,"endTime":1061.96,"body":"digital advertising is the"},{"startTime":1062.38,"endTime":1066.28,"body":"ROI in a business in the 21st"},{"startTime":1062.38,"endTime":1066.28,"body":"century. It doesn't discount organic."},{"startTime":1066.38,"endTime":1069.96,"body":"It doesn't discount word of mouth in"},{"startTime":1066.38,"endTime":1069.96,"body":"that we should be investing in those."},{"startTime":1070.38,"endTime":1072.96,"body":"But because advertising is so predictable,"},{"startTime":1073.78,"endTime":1078.12,"body":"you have to look at it from the form of"},{"startTime":1073.78,"endTime":1078.12,"body":"viewing it as something that is building"},{"startTime":1078.14,"endTime":1079.76,"body":"an asset, which is your business."},{"startTime":1079.761,"endTime":1083.76,"body":"That's building your database of customers"},{"startTime":1079.761,"endTime":1083.76,"body":"and email subscribers because those,"},{"startTime":1083.86,"endTime":1087.32,"body":"in my opinion are assets"},{"startTime":1083.86,"endTime":1087.32,"body":"within your business."},{"startTime":1087.321,"endTime":1092.23,"body":"It's something that you invest all in"},{"startTime":1087.321,"endTime":1092.23,"body":"that will produce dividends over time."},{"startTime":1092.33,"endTime":1096.39,"body":"And so to give you a good representation"},{"startTime":1092.33,"endTime":1096.39,"body":"of the impact of advertising,"},{"startTime":1096.55,"endTime":1099.59,"body":"I wanna walk through very"},{"startTime":1096.55,"endTime":1099.59,"body":"briefly the three, uh,"},{"startTime":1099.591,"endTime":1101.79,"body":"types of assets that I invested,"},{"startTime":1099.591,"endTime":1101.79,"body":"just because this is really,"},{"startTime":1101.791,"endTime":1104.63,"body":"really tangible for me. And I can"},{"startTime":1101.791,"endTime":1104.63,"body":"give you real life examples here."},{"startTime":1104.97,"endTime":1108.19,"body":"And so if I'm looking at stocks"},{"startTime":1104.97,"endTime":1108.19,"body":"real estate in advertising,"},{"startTime":1108.31,"endTime":1112.34,"body":"I wanna show you trajectory"},{"startTime":1108.31,"endTime":1112.34,"body":"that advertising really"},{"startTime":1112.341,"endTime":1116.3,"body":"try to help you understand mentally how"},{"startTime":1112.341,"endTime":1116.3,"body":"impactful this can be on your business"},{"startTime":1116.62,"endTime":1119.74,"body":"in your entire financial future."},{"startTime":1116.62,"endTime":1119.74,"body":"So if you look at the stock market,"},{"startTime":1119.76,"endTime":1124.74,"body":"the stock market has averaged 11% return"},{"startTime":1119.76,"endTime":1124.74,"body":"on investment since about the Dawn of"},{"startTime":1124.741,"endTime":1128.18,"body":"time or that's the number"},{"startTime":1124.741,"endTime":1128.18,"body":"that my financial advisor"},{"startTime":1128.181,"endTime":1130.21,"body":"have told me and, and honestly seen it."},{"startTime":1130.211,"endTime":1135.01,"body":"I think in the last year we did"},{"startTime":1130.211,"endTime":1135.01,"body":"14.5% on my portfolio, particularly,"},{"startTime":1135.11,"endTime":1139.09,"body":"but other years have been down and"},{"startTime":1135.11,"endTime":1139.09,"body":"it just averages to 11% per year."},{"startTime":1139.79,"endTime":1143.77,"body":"So if you were to take $40,000"},{"startTime":1139.79,"endTime":1143.77,"body":"and you invested it into, uh,"},{"startTime":1143.79,"endTime":1146.37,"body":"and you were to invest it in"},{"startTime":1143.79,"endTime":1146.37,"body":"the stock market in a year,"},{"startTime":1146.47,"endTime":1149.25,"body":"it would have grown 11%, which is $4,400."},{"startTime":1149.35,"endTime":1154.08,"body":"And it would be worth 44,400 in one year."},{"startTime":1149.35,"endTime":1154.08,"body":"And if that happened for four years,"},{"startTime":1154.33,"endTime":1159.24,"body":"let's just use four years here that 44"},{"startTime":1154.33,"endTime":1159.24,"body":"or that 40,000 would convert into would"},{"startTime":1159.43,"endTime":1163.2,"body":"grow to $58,564,"},{"startTime":1163.74,"endTime":1164.96,"body":"or what I would look at,"},{"startTime":1165.0,"endTime":1167.96,"body":"I like to think in terms of row ads or"},{"startTime":1165.0,"endTime":1167.96,"body":"return on ad spend because we're talking"},{"startTime":1168.16,"endTime":1170.4,"body":"advertising. So we'll"},{"startTime":1168.16,"endTime":1170.4,"body":"call this a cash multiply."},{"startTime":1170.77,"endTime":1174.07,"body":"And that would be a"},{"startTime":1170.77,"endTime":1174.07,"body":"cash multiplier of 1.4,"},{"startTime":1174.41,"endTime":1179.31,"body":"six 40,000 in $58,564"},{"startTime":1174.41,"endTime":1179.31,"body":"total at the end of four"},{"startTime":1179.311,"endTime":1183.79,"body":"years. So that's almost $19,000"},{"startTime":1179.311,"endTime":1183.79,"body":"out and you'd be looking at a 1.46"},{"startTime":1183.88,"endTime":1187.67,"body":"multiplier on your cash, which is pretty"},{"startTime":1183.88,"endTime":1187.67,"body":"amazing for doing nothing. I mean,"},{"startTime":1187.79,"endTime":1192.78,"body":"that would beat your interest rate at"},{"startTime":1187.79,"endTime":1192.78,"body":"any bank any day. And that's pretty good,"},{"startTime":1193.0,"endTime":1194.94,"body":"but let's kind of shift"},{"startTime":1193.0,"endTime":1194.94,"body":"to the next level up,"},{"startTime":1194.941,"endTime":1198.58,"body":"which I consider real estate and real"},{"startTime":1194.941,"endTime":1198.58,"body":"estate is great because you have something"},{"startTime":1198.581,"endTime":1202.02,"body":"called OPM, which stands"},{"startTime":1198.581,"endTime":1202.02,"body":"for other people's money."},{"startTime":1202.08,"endTime":1206.46,"body":"And this creates leverage. So"},{"startTime":1202.08,"endTime":1206.46,"body":"versus when whereas stocks,"},{"startTime":1206.461,"endTime":1209.46,"body":"you take $40,000 and you put in,"},{"startTime":1206.461,"endTime":1209.46,"body":"it would grow on that 40,000."},{"startTime":1209.9,"endTime":1214.45,"body":"I could take $40,000 and invest it"},{"startTime":1209.9,"endTime":1214.45,"body":"in a property as a down payment."},{"startTime":1215.35,"endTime":1217.21,"body":"And I, the reason I'm"},{"startTime":1215.35,"endTime":1217.21,"body":"using 40,000, by the way,"},{"startTime":1217.211,"endTime":1218.65,"body":"is I'm gonna give you a"},{"startTime":1217.211,"endTime":1218.65,"body":"really tangible example."},{"startTime":1218.91,"endTime":1220.41,"body":"And I wanted to use this across the board."},{"startTime":1220.71,"endTime":1224.01,"body":"So we bought a property for $240,000,"},{"startTime":1224.17,"endTime":1228.29,"body":"a vacation property for $240,000,"},{"startTime":1224.17,"endTime":1228.29,"body":"uh, like five years ago. And, um,"},{"startTime":1228.43,"endTime":1232.84,"body":"we put $40,000 down on the"},{"startTime":1228.43,"endTime":1232.84,"body":"property and we 200,000,"},{"startTime":1232.841,"endTime":1233.674,"body":"this was our leverage."},{"startTime":1234.18,"endTime":1237.92,"body":"And four years later that"},{"startTime":1234.18,"endTime":1237.92,"body":"cabin was worth $485,000."},{"startTime":1237.94,"endTime":1241.44,"body":"And it was cash flowing net. This is"},{"startTime":1237.94,"endTime":1241.44,"body":"after mortgage and all that good stuff."},{"startTime":1241.58,"endTime":1245.4,"body":"It was cash flowing net"},{"startTime":1241.58,"endTime":1245.4,"body":"$25,000 per year, uh,"},{"startTime":1245.62,"endTime":1250.0,"body":"in actual take home income after"},{"startTime":1245.62,"endTime":1250.0,"body":"internet mortgage utilities,"},{"startTime":1250.34,"endTime":1252.6,"body":"all of those fixes all of those things."},{"startTime":1253.02,"endTime":1257.84,"body":"So four years later that"},{"startTime":1253.02,"endTime":1257.84,"body":"$40,000 investment invested in"},{"startTime":1257.841,"endTime":1261.84,"body":"real estate produced a hundred thousand"},{"startTime":1257.841,"endTime":1261.84,"body":"dollars in cash, 25,000 net per year,"},{"startTime":1262.67,"endTime":1267.51,"body":"plus an additional $245,000 in growth"},{"startTime":1267.53,"endTime":1268.47,"body":"and appreciation,"},{"startTime":1268.88,"endTime":1273.51,"body":"which brings a grand total"},{"startTime":1268.88,"endTime":1273.51,"body":"from two 40 all the way up"},{"startTime":1273.77,"endTime":1275.39,"body":"to 3 45."},{"startTime":1275.45,"endTime":1279.79,"body":"If I was to actually"},{"startTime":1275.45,"endTime":1279.79,"body":"factor in the $245,000 in"},{"startTime":1280.05,"endTime":1281.71,"body":"equity growth and a"},{"startTime":1280.05,"endTime":1281.71,"body":"hundred thousand dollars,"},{"startTime":1282.03,"endTime":1286.07,"body":"that's $345,000 in net worth"},{"startTime":1282.03,"endTime":1286.07,"body":"growth. Stick with me here."},{"startTime":1286.071,"endTime":1286.95,"body":"Even if you're not in real estate."},{"startTime":1287.26,"endTime":1289.98,"body":"I think it's important to understand"},{"startTime":1287.26,"endTime":1289.98,"body":"these numbers, which that's really,"},{"startTime":1289.981,"endTime":1291.66,"body":"really powerful to take $40,000."},{"startTime":1291.76,"endTime":1296.66,"body":"And then all of a sudden"},{"startTime":1291.76,"endTime":1296.66,"body":"it became worth $345,000 in"},{"startTime":1296.72,"endTime":1300.42,"body":"net growth after the mortgage is really,"},{"startTime":1300.72,"endTime":1302.22,"body":"really powerful. And,"},{"startTime":1302.42,"endTime":1305.82,"body":"and if you were to look at that"},{"startTime":1302.42,"endTime":1305.82,"body":"from a cash multiplier standpoint,"},{"startTime":1306.09,"endTime":1310.41,"body":"that same $40,000 invested"},{"startTime":1306.09,"endTime":1310.41,"body":"over those four years became an"},{"startTime":1312.01,"endTime":1313.25,"body":"8.625 X. So"},{"startTime":1314.89,"endTime":1317.65,"body":"8.625 times the amount that we put in."},{"startTime":1317.651,"endTime":1321.89,"body":"So that 40,000 became 300"},{"startTime":1317.651,"endTime":1321.89,"body":"worth 345,000. Now, yes,"},{"startTime":1321.95,"endTime":1324.01,"body":"if you're a super nerd like"},{"startTime":1321.95,"endTime":1324.01,"body":"me and you're like, Hey,"},{"startTime":1324.011,"endTime":1326.17,"body":"that's not all realized cash,"},{"startTime":1326.27,"endTime":1330.6,"body":"or that's not because we"},{"startTime":1326.27,"endTime":1330.6,"body":"didn't realize all 345,"},{"startTime":1330.6,"endTime":1333.88,"body":"245 of that was unrealized gain in"},{"startTime":1330.6,"endTime":1333.88,"body":"the form of equity in the property."},{"startTime":1333.94,"endTime":1338.44,"body":"But I'm trying to make a point here"},{"startTime":1333.94,"endTime":1338.44,"body":"that investing is a very crucial part to"},{"startTime":1338.441,"endTime":1343.4,"body":"experiencing growth. So we have stocks"},{"startTime":1338.441,"endTime":1343.4,"body":"11% and then you look at, or 1.4,"},{"startTime":1343.42,"endTime":1346.56,"body":"six multiplier, or I'm doing this from"},{"startTime":1343.42,"endTime":1346.56,"body":"the sake of like return on ad spend."},{"startTime":1346.78,"endTime":1349.99,"body":"And then you have real estate"},{"startTime":1346.78,"endTime":1349.99,"body":"had that particular deal,"},{"startTime":1350.05,"endTime":1353.67,"body":"had an 8.625. And now"},{"startTime":1350.05,"endTime":1353.67,"body":"the question is, well,"},{"startTime":1353.671,"endTime":1357.87,"body":"let's look at advertising"},{"startTime":1353.671,"endTime":1357.87,"body":"and advertising's a little"},{"startTime":1358.11,"endTime":1361.35,"body":"advertising doesn't just have"},{"startTime":1358.11,"endTime":1361.35,"body":"a standard growth trajectory."},{"startTime":1361.57,"endTime":1364.55,"body":"It has a hockey stick growth. This"},{"startTime":1361.57,"endTime":1364.55,"body":"is where we're gonna see massive,"},{"startTime":1364.74,"endTime":1368.63,"body":"massive momentum, uh, once"},{"startTime":1364.74,"endTime":1368.63,"body":"you really dial it in."},{"startTime":1369.6,"endTime":1371.94,"body":"And so advertising will create momentum,"},{"startTime":1372.04,"endTime":1374.9,"body":"unlike anything I have"},{"startTime":1372.04,"endTime":1374.9,"body":"personally ever seen."},{"startTime":1374.96,"endTime":1379.46,"body":"And I invest in both of those vehicles,"},{"startTime":1374.96,"endTime":1379.46,"body":"our Roth IRAs, our stock portfolio,"},{"startTime":1379.6,"endTime":1382.66,"body":"and then also our real estate"},{"startTime":1379.6,"endTime":1382.66,"body":"portfolio. And I invest in those,"},{"startTime":1383.2,"endTime":1387.78,"body":"but let's say you spend $40,000 on"},{"startTime":1383.2,"endTime":1387.78,"body":"Facebook ads over the span of 30 days,"},{"startTime":1388.6,"endTime":1392.73,"body":"and you achieve a three X"},{"startTime":1388.6,"endTime":1392.73,"body":"return on ad spin. Well,"},{"startTime":1392.731,"endTime":1397.57,"body":"that 40,000 will become $120,000, but"},{"startTime":1392.731,"endTime":1397.57,"body":"you still have cost of good sold, right?"},{"startTime":1397.571,"endTime":1399.01,"body":"You still have costs. And"},{"startTime":1397.571,"endTime":1399.01,"body":"to make it really easy,"},{"startTime":1399.26,"endTime":1402.69,"body":"let's pretend your cost of"},{"startTime":1399.26,"endTime":1402.69,"body":"good. Your cogs are 50%."},{"startTime":1402.691,"endTime":1407.45,"body":"So that means you would've turned that"},{"startTime":1402.691,"endTime":1407.45,"body":"$40,000, but 40,000 in made one 20 out."},{"startTime":1407.47,"endTime":1410.32,"body":"But by time you reduced the"},{"startTime":1407.47,"endTime":1410.32,"body":"50% in cost of goods sold,"},{"startTime":1410.46,"endTime":1413.76,"body":"you would actually be at"},{"startTime":1410.46,"endTime":1413.76,"body":"$60,000. So in reality,"},{"startTime":1414.03,"endTime":1417.2,"body":"that $40,000 became $60,000."},{"startTime":1418.46,"endTime":1421.96,"body":"And if you were to take and that's one"},{"startTime":1418.46,"endTime":1421.96,"body":"month, so if you took 40,000 to 60,"},{"startTime":1421.961,"endTime":1424.52,"body":"that is a 50% increase from 40."},{"startTime":1424.82,"endTime":1428.16,"body":"If you add 20 that's 50% of 40 to $60,000."},{"startTime":1428.161,"endTime":1432.44,"body":"So that is a 50% increase or 50% ROI"},{"startTime":1433.46,"endTime":1437.84,"body":"in 30 days. And here's the kicker."},{"startTime":1433.46,"endTime":1437.84,"body":"This is the powerful thing."},{"startTime":1438.58,"endTime":1441.36,"body":"That's if everything remained the same,"},{"startTime":1442.66,"endTime":1446.83,"body":"and that's assuming that you"},{"startTime":1442.66,"endTime":1446.83,"body":"never invested more than $40,000."},{"startTime":1447.09,"endTime":1451.07,"body":"So if you invested $40,000, you a three"},{"startTime":1447.09,"endTime":1451.07,"body":"extra on ad spend, after all your cogs,"},{"startTime":1451.071,"endTime":1455.99,"body":"you're sitting in a 50% gain that"},{"startTime":1451.071,"endTime":1455.99,"body":"doesn't assume any lifetime value"},{"startTime":1456.02,"endTime":1460.03,"body":"that doesn't assume any"},{"startTime":1456.02,"endTime":1460.03,"body":"long term compound effects."},{"startTime":1460.65,"endTime":1464.95,"body":"So if everything remained the same and"},{"startTime":1460.65,"endTime":1464.95,"body":"you never invested more than $40,000"},{"startTime":1465.18,"endTime":1466.013,"body":"dollars per month,"},{"startTime":1466.2,"endTime":1470.98,"body":"and you use those base numbers that"},{"startTime":1466.2,"endTime":1470.98,"body":"I just mentioned over four years,"},{"startTime":1471.37,"endTime":1474.54,"body":"that 40,000 put in, take it out. And you,"},{"startTime":1474.56,"endTime":1477.42,"body":"if you just did 40,000"},{"startTime":1474.56,"endTime":1477.42,"body":"every month for four years,"},{"startTime":1478.69,"endTime":1482.54,"body":"that would have converted"},{"startTime":1478.69,"endTime":1482.54,"body":"into 5.7, 6 million in sales,"},{"startTime":1483.19,"endTime":1486.53,"body":"which half of that would"},{"startTime":1483.19,"endTime":1486.53,"body":"have put us back to 2.8,"},{"startTime":1486.531,"endTime":1489.09,"body":"8 million in profit."},{"startTime":1489.47,"endTime":1493.53,"body":"So if you took that 40,000 of an initial"},{"startTime":1489.47,"endTime":1493.53,"body":"investment that you'd pull back out"},{"startTime":1493.531,"endTime":1495.57,"body":"every single month and"},{"startTime":1493.531,"endTime":1495.57,"body":"you multiply that out,"},{"startTime":1495.88,"endTime":1500.61,"body":"that would become a 72"},{"startTime":1495.88,"endTime":1500.61,"body":"X cash multiplier over"},{"startTime":1501.01,"endTime":1502.73,"body":"a four year span. Now,"},{"startTime":1502.731,"endTime":1506.76,"body":"I know those of you that are like Josh"},{"startTime":1502.731,"endTime":1506.76,"body":"scaling and growth is never linear. Uh,"},{"startTime":1506.91,"endTime":1510.08,"body":"some months might be 40, but then"},{"startTime":1506.91,"endTime":1510.08,"body":"we're gonna have slow season. And, uh,"},{"startTime":1510.081,"endTime":1513.28,"body":"sometimes we're gonna get a three X row"},{"startTime":1510.081,"endTime":1513.28,"body":"as sometimes we're gonna get a two X."},{"startTime":1513.28,"endTime":1516.64,"body":"Sometimes it's gonna be a five X and"},{"startTime":1513.28,"endTime":1516.64,"body":"it's not predictable. I totally get it."},{"startTime":1516.66,"endTime":1520.72,"body":"I'm trying to break down advertising"},{"startTime":1516.66,"endTime":1520.72,"body":"economics here and how powerful this can"},{"startTime":1520.721,"endTime":1523.88,"body":"really, really be. And here's"},{"startTime":1520.721,"endTime":1523.88,"body":"the thing like that's only,"},{"startTime":1524.38,"endTime":1528.63,"body":"if you calculated front end revenue"},{"startTime":1524.38,"endTime":1528.63,"body":"produced from a sale or produced from your"},{"startTime":1528.631,"endTime":1531.07,"body":"ads that nobody ever"},{"startTime":1528.631,"endTime":1531.07,"body":"purchased beyond that."},{"startTime":1531.81,"endTime":1533.87,"body":"But when you start to"},{"startTime":1531.81,"endTime":1533.87,"body":"add in repeat purchases,"},{"startTime":1533.93,"endTime":1537.39,"body":"you start to add in backend"},{"startTime":1533.93,"endTime":1537.39,"body":"sales from your email, your SMS,"},{"startTime":1537.56,"endTime":1540.55,"body":"maybe they started to follow you on social"},{"startTime":1537.56,"endTime":1540.55,"body":"media because they loved your brand."},{"startTime":1540.61,"endTime":1544.31,"body":"It doesn't factor in the organic"},{"startTime":1540.61,"endTime":1544.31,"body":"or the word of mouth aspect of it."},{"startTime":1544.311,"endTime":1548.98,"body":"But if you factored those in which are"},{"startTime":1544.311,"endTime":1548.98,"body":"very hard to track factor in that number,"},{"startTime":1549.01,"endTime":1553.82,"body":"that 72 X multiplier becomes"},{"startTime":1549.01,"endTime":1553.82,"body":"exponentially higher."},{"startTime":1554.68,"endTime":1558.86,"body":"So the reason I talk about this is"},{"startTime":1554.68,"endTime":1558.86,"body":"because understanding EC advertising,"},{"startTime":1559.1,"endTime":1564.1,"body":"economics and honing in on"},{"startTime":1559.1,"endTime":1564.1,"body":"your skillset can completely"},{"startTime":1564.101,"endTime":1567.38,"body":"change your business and"},{"startTime":1564.101,"endTime":1567.38,"body":"it will change your life."},{"startTime":1567.75,"endTime":1570.69,"body":"And it will change your"},{"startTime":1567.75,"endTime":1570.69,"body":"family tree because of that."},{"startTime":1570.691,"endTime":1573.97,"body":"But here's the thing you"},{"startTime":1570.691,"endTime":1573.97,"body":"must overcome that fear."},{"startTime":1574.07,"endTime":1577.57,"body":"You must overcome that idea"},{"startTime":1574.07,"endTime":1577.57,"body":"that I'm, instead of saying,"},{"startTime":1578.03,"endTime":1580.77,"body":"I'm spending say I'm investing"},{"startTime":1582.93,"endTime":1585.45,"body":"because if you three or"},{"startTime":1588.3,"endTime":1592.92,"body":"bet your business would"},{"startTime":1588.3,"endTime":1592.92,"body":"grow and the, I steadily"},{"startTime":1596.97,"endTime":1599.44,"body":"thank you for watching. And"},{"startTime":1596.97,"endTime":1599.44,"body":"thank you for listening."},{"startTime":1600.4,"endTime":1601.44,"body":"If you're digging this content right now,"},{"startTime":1601.76,"endTime":1604.96,"body":"here's what I wanna you or"},{"startTime":1601.76,"endTime":1604.96,"body":"we continue into the next,"},{"startTime":1606.28,"endTime":1609.56,"body":"I wanna invite you. If you're"},{"startTime":1606.28,"endTime":1609.56,"body":"you're, I would love more,"},{"startTime":1610.47,"endTime":1612.84,"body":"love more about marketing"},{"startTime":1623.19,"endTime":1627.19,"body":"to do subscribe from."},{"startTime":1628.11,"endTime":1632.51,"body":"What's gonna gonna"},{"startTime":1628.11,"endTime":1632.51,"body":"friendly. You're also gonna"},{"startTime":1640.79,"endTime":1645.26,"body":"to that email podcast slash subscribe."},{"startTime":1646.02,"endTime":1648.78,"body":"You're gonna get some cool things"},{"startTime":1646.02,"endTime":1648.78,"body":"delivering to you right away."},{"startTime":1650.6,"endTime":1653.86,"body":"So to wrap up this session, what I"},{"startTime":1650.6,"endTime":1653.86,"body":"wanna do is I want to, I want to, uh,"},{"startTime":1654.4,"endTime":1657.5,"body":"get into support tangible things,"},{"startTime":1654.4,"endTime":1657.5,"body":"because I've been focused more on the,"},{"startTime":1658.06,"endTime":1661.66,"body":"the high level, the understanding of"},{"startTime":1658.06,"endTime":1661.66,"body":"paid advertising, the economics of it,"},{"startTime":1661.86,"endTime":1664.13,"body":"because I think that our"},{"startTime":1661.86,"endTime":1664.13,"body":"everything begin in our mind."},{"startTime":1664.13,"endTime":1665.69,"body":"And if we can comprehend that in our mind,"},{"startTime":1665.71,"endTime":1669.33,"body":"if we can rationalize that and start"},{"startTime":1665.71,"endTime":1669.33,"body":"to really grasp it and understand it,"},{"startTime":1669.44,"endTime":1673.77,"body":"it's going to make the tactics and"},{"startTime":1669.44,"endTime":1673.77,"body":"the actual strategy a lot better,"},{"startTime":1673.771,"endTime":1677.89,"body":"because we will be able to understand"},{"startTime":1673.771,"endTime":1677.89,"body":"what's the long vision is and what the"},{"startTime":1677.891,"endTime":1679.61,"body":"long play is going to be."},{"startTime":1680.11,"endTime":1683.09,"body":"So if you operate an e-commerce business,"},{"startTime":1683.29,"endTime":1687.04,"body":"I wanna give you three campaigns that"},{"startTime":1683.29,"endTime":1687.04,"body":"you need to be running, uh, at all times."},{"startTime":1687.68,"endTime":1689.88,"body":"And, and this, and, and I'm"},{"startTime":1687.68,"endTime":1689.88,"body":"gonna say kind of high level to,"},{"startTime":1689.881,"endTime":1693.56,"body":"but I wanna break down three different"},{"startTime":1689.881,"endTime":1693.56,"body":"campaigns that will change your"},{"startTime":1693.561,"endTime":1698.16,"body":"e-commerce business. If you steadily"},{"startTime":1693.561,"endTime":1698.16,"body":"and consistently run these campaigns,"},{"startTime":1698.161,"endTime":1700.88,"body":"and it may look a little bit"},{"startTime":1698.161,"endTime":1700.88,"body":"different based on the platform,"},{"startTime":1701.14,"endTime":1704.4,"body":"it might look a little bit different"},{"startTime":1701.14,"endTime":1704.4,"body":"based on what type of business that you"},{"startTime":1704.48,"endTime":1707.11,"body":"have, because maybe, uh, if you're"},{"startTime":1704.48,"endTime":1707.11,"body":"in a more restrictive business,"},{"startTime":1707.111,"endTime":1708.07,"body":"like I've talked about before,"},{"startTime":1708.071,"endTime":1710.31,"body":"you're probably gonna be"},{"startTime":1708.071,"endTime":1710.31,"body":"running more programmatic ads,"},{"startTime":1710.33,"endTime":1713.23,"body":"and you're gonna be running less Facebook"},{"startTime":1710.33,"endTime":1713.23,"body":"ads because they're gonna restrict"},{"startTime":1713.231,"endTime":1715.95,"body":"certain things. So it's gonna"},{"startTime":1713.231,"endTime":1715.95,"body":"look a little bit different,"},{"startTime":1715.951,"endTime":1718.67,"body":"but there are three types of campaigns"},{"startTime":1715.951,"endTime":1718.67,"body":"that your e-commerce business should be"},{"startTime":1718.671,"endTime":1720.07,"body":"running at all times."},{"startTime":1720.93,"endTime":1725.7,"body":"The first one is a dynamic"},{"startTime":1720.93,"endTime":1725.7,"body":"retargeting campaign. Uh,"},{"startTime":1725.9,"endTime":1730.38,"body":"Facebook calls, these DPAs or dynamic"},{"startTime":1725.9,"endTime":1730.38,"body":"product ads. And this is usually,"},{"startTime":1731.06,"endTime":1734.94,"body":"uh, connected from your, uh, Shopify or"},{"startTime":1731.06,"endTime":1734.94,"body":"your commerce or your e-commerce store."},{"startTime":1735.05,"endTime":1739.62,"body":"It's gonna be connected to the ad platform"},{"startTime":1735.05,"endTime":1739.62,"body":"and it's gonna connect usually your"},{"startTime":1739.621,"endTime":1742.86,"body":"catalog of products. And so what's"},{"startTime":1739.621,"endTime":1742.86,"body":"gonna happen is this is really the,"},{"startTime":1743.0,"endTime":1745.34,"body":"the reason this is first"},{"startTime":1743.0,"endTime":1745.34,"body":"is because it's the easy,"},{"startTime":1746.11,"endTime":1750.89,"body":"and it's the lowest hanging fruit"},{"startTime":1746.11,"endTime":1750.89,"body":"what's gonna happen is as people go"},{"startTime":1750.99,"endTime":1753.93,"body":"and visit your website and they"},{"startTime":1750.99,"endTime":1753.93,"body":"look at particular products,"},{"startTime":1754.0,"endTime":1757.97,"body":"it's going to then start showing those"},{"startTime":1754.0,"endTime":1757.97,"body":"products to them on whatever ad platform"},{"startTime":1758.44,"endTime":1759.29,"body":"that you're running."},{"startTime":1759.63,"endTime":1762.01,"body":"And so the reason this is the lowest"},{"startTime":1759.63,"endTime":1762.01,"body":"hanging fruit is because people have"},{"startTime":1762.04,"endTime":1765.13,"body":"literally looked at those ads. So this"},{"startTime":1762.04,"endTime":1765.13,"body":"is the easiest thing to get up and going."},{"startTime":1765.35,"endTime":1769.36,"body":"You don't have to even"},{"startTime":1765.35,"endTime":1769.36,"body":"design add creatives because"},{"startTime":1769.64,"endTime":1770.48,"body":"the advertising tool is,"},{"startTime":1770.75,"endTime":1774.92,"body":"will pull in the creatives of the"},{"startTime":1770.75,"endTime":1774.92,"body":"product from the product page."},{"startTime":1774.94,"endTime":1778.88,"body":"So if I went and looked at a pair"},{"startTime":1774.94,"endTime":1778.88,"body":"of Nike shoes or, uh, or, or,"},{"startTime":1779.16,"endTime":1781.92,"body":"or Metcon or Nike"},{"startTime":1779.16,"endTime":1781.92,"body":"Metcons, uh, for CrossFit,"},{"startTime":1782.12,"endTime":1783.72,"body":"I will start seeing that"},{"startTime":1782.12,"endTime":1783.72,"body":"exact pair of shoes."},{"startTime":1783.721,"endTime":1787.32,"body":"So you don't have to do any creative"},{"startTime":1783.721,"endTime":1787.32,"body":"work. It'll pull the title, the headline."},{"startTime":1787.321,"endTime":1788.6,"body":"So you don't even have to do the headline."},{"startTime":1788.66,"endTime":1792.04,"body":"You'll just need to write"},{"startTime":1788.66,"endTime":1792.04,"body":"a tiny piece of body copy."},{"startTime":1792.06,"endTime":1794.04,"body":"And so that's why it's the first"},{"startTime":1792.06,"endTime":1794.04,"body":"campaign you should be running."},{"startTime":1794.08,"endTime":1797.72,"body":"I don't care if you're running $5 a"},{"startTime":1794.08,"endTime":1797.72,"body":"day or $20 a day, it doesn't matter."},{"startTime":1797.9,"endTime":1801.83,"body":"You just have to run something,"},{"startTime":1797.9,"endTime":1801.83,"body":"cuz it's the lowest hanging fruit."},{"startTime":1801.89,"endTime":1802.95,"body":"And if you have low traffic,"},{"startTime":1803.76,"endTime":1807.51,"body":"which I consider less than 10,000"},{"startTime":1803.76,"endTime":1807.51,"body":"visitors to your website per month,"},{"startTime":1808.21,"endTime":1812.15,"body":"you could be running $10 a month or $10"},{"startTime":1808.21,"endTime":1812.15,"body":"a day to this type of campaign, really,"},{"startTime":1812.151,"endTime":1814.95,"body":"really easy, uh, allow"},{"startTime":1812.151,"endTime":1814.95,"body":"your budget to run. Uh,"},{"startTime":1814.97,"endTime":1819.95,"body":"but what I we recommend is that you"},{"startTime":1814.97,"endTime":1819.95,"body":"don't allow your ad frequency to exceed"},{"startTime":1820.87,"endTime":1825.74,"body":"five in a 30 day span, meaning"},{"startTime":1820.87,"endTime":1825.74,"body":"you, if you get 200 visitors, uh,"},{"startTime":1825.8,"endTime":1826.181,"body":"per month,"},{"startTime":1826.181,"endTime":1830.54,"body":"your website and you're running a hundred"},{"startTime":1826.181,"endTime":1830.54,"body":"dollars a day to a dynamic retargeting"},{"startTime":1830.98,"endTime":1831.16,"body":"campaign,"},{"startTime":1831.16,"endTime":1835.06,"body":"what's gonna happen is those 200 people"},{"startTime":1831.16,"endTime":1835.06,"body":"because your budget is a hundred."},{"startTime":1835.59,"endTime":1838.7,"body":"Those 200 people are going to see"},{"startTime":1835.59,"endTime":1838.7,"body":"that ad many, many, many times."},{"startTime":1838.76,"endTime":1843.69,"body":"And so the ad frequency is going to re"},{"startTime":1838.76,"endTime":1843.69,"body":"ramp up and they might see it 15 or 20"},{"startTime":1843.691,"endTime":1846.81,"body":"times in a seven day span. That's too"},{"startTime":1843.691,"endTime":1846.81,"body":"much. You're gonna saturate people."},{"startTime":1846.84,"endTime":1849.01,"body":"They're gonna get annoyed."},{"startTime":1846.84,"endTime":1849.01,"body":"And actually your cost per,"},{"startTime":1849.23,"endTime":1851.85,"body":"per acquisition is gonna go"},{"startTime":1849.23,"endTime":1851.85,"body":"down very, very dramatically."},{"startTime":1851.851,"endTime":1853.41,"body":"So we recommend when you set a budget,"},{"startTime":1853.91,"endTime":1858.85,"body":"not to let it run above a"},{"startTime":1853.91,"endTime":1858.85,"body":"frequency of five times in a 30 day"},{"startTime":1858.851,"endTime":1863.36,"body":"span, meaning you want your audience"},{"startTime":1858.851,"endTime":1863.36,"body":"to see it up to five times in 30"},{"startTime":1863.79,"endTime":1867.12,"body":"days, that's number one, number"},{"startTime":1863.79,"endTime":1867.12,"body":"one campaign. Now, number two,"},{"startTime":1867.49,"endTime":1871.64,"body":"we're gonna run a campaign for direct"},{"startTime":1867.49,"endTime":1871.64,"body":"purchases and this should be a majority of"},{"startTime":1871.641,"endTime":1876.28,"body":"your ad spend budget. This should be"},{"startTime":1871.641,"endTime":1876.28,"body":"70 to 80% typically of your ad spend."},{"startTime":1876.58,"endTime":1879.8,"body":"And there are different tactics within"},{"startTime":1876.58,"endTime":1879.8,"body":"this, which I'm not gonna dive into,"},{"startTime":1879.801,"endTime":1883.07,"body":"but you need to be driving"},{"startTime":1879.801,"endTime":1883.07,"body":"for direct per purchases."},{"startTime":1883.45,"endTime":1885.03,"body":"You'll have cold traffic campaigns."},{"startTime":1885.031,"endTime":1887.27,"body":"You might have warm traffic"},{"startTime":1885.031,"endTime":1887.27,"body":"or hot traffic campaigns,"},{"startTime":1887.49,"endTime":1889.55,"body":"but you wanna drive for direct purchases."},{"startTime":1889.77,"endTime":1893.51,"body":"We don't mess around with traffic or"},{"startTime":1889.77,"endTime":1893.51,"body":"engagement or add to cart or view content."},{"startTime":1893.57,"endTime":1896.99,"body":"And I'm just by the way, I'm listing"},{"startTime":1893.57,"endTime":1896.99,"body":"a lot of Facebook objectives here,"},{"startTime":1897.13,"endTime":1899.87,"body":"but we don't mess around with any of"},{"startTime":1897.13,"endTime":1899.87,"body":"that stuff. Too many people like, Hey,"},{"startTime":1900.03,"endTime":1904.06,"body":"I need to get 50 conversions in a"},{"startTime":1900.03,"endTime":1904.06,"body":"seven day. Know of add to carts."},{"startTime":1904.061,"endTime":1905.46,"body":"Before I run for purchases,"},{"startTime":1905.96,"endTime":1910.02,"body":"you need a campaign that is driving"},{"startTime":1905.96,"endTime":1910.02,"body":"people straight for the key objective that"},{"startTime":1910.021,"endTime":1912.94,"body":"you have. And that is to make sales."},{"startTime":1913.2,"endTime":1916.38,"body":"You want your ads to optimize for"},{"startTime":1913.2,"endTime":1916.38,"body":"people that are going to buy from you,"},{"startTime":1916.4,"endTime":1919.78,"body":"not just add something to their"},{"startTime":1916.4,"endTime":1919.78,"body":"cart or visit your website."},{"startTime":1920.0,"endTime":1924.21,"body":"And so the second campaign you"},{"startTime":1920.0,"endTime":1924.21,"body":"have to be running is for direct"},{"startTime":1924.89,"endTime":1929.01,"body":"purchases as the objective. And this"},{"startTime":1924.89,"endTime":1929.01,"body":"should be a majority of your budget."},{"startTime":1929.99,"endTime":1932.77,"body":"Now the third one is the"},{"startTime":1929.99,"endTime":1932.77,"body":"one that most people, uh,"},{"startTime":1932.81,"endTime":1935.21,"body":"I see most people forget"},{"startTime":1932.81,"endTime":1935.21,"body":"about. And this is for leads."},{"startTime":1935.24,"endTime":1940.01,"body":"This is for growing your email"},{"startTime":1935.24,"endTime":1940.01,"body":"list and we recommend 10 to 20%"},{"startTime":1940.11,"endTime":1944.6,"body":"of your budget going directly"},{"startTime":1940.11,"endTime":1944.6,"body":"for the goal of growing"},{"startTime":1944.99,"endTime":1946.6,"body":"your email list. And yes,"},{"startTime":1947.04,"endTime":1951.28,"body":"even e-commerce businesses should be"},{"startTime":1947.04,"endTime":1951.28,"body":"growing their email lists through the form"},{"startTime":1951.34,"endTime":1953.64,"body":"of lead generation. In fact,"},{"startTime":1954.47,"endTime":1958.68,"body":"your email should represent"},{"startTime":1954.47,"endTime":1958.68,"body":"30 to 50% of your overall"},{"startTime":1959.41,"endTime":1961.64,"body":"store revenue. If you're"},{"startTime":1959.41,"endTime":1961.64,"body":"really doing it right,"},{"startTime":1961.66,"endTime":1966.12,"body":"if your automations are in place and you"},{"startTime":1961.66,"endTime":1966.12,"body":"are communicating at least on a weekly"},{"startTime":1966.25,"endTime":1969.64,"body":"basis with weekly campaigns"},{"startTime":1966.25,"endTime":1969.64,"body":"to your email list,"},{"startTime":1970.11,"endTime":1973.32,"body":"your email should account for"},{"startTime":1970.11,"endTime":1973.32,"body":"30 to 50% of your revenue."},{"startTime":1973.33,"endTime":1974.96,"body":"We've seen slightly lower, but the,"},{"startTime":1975.34,"endTime":1978.67,"body":"the largest highest performing"},{"startTime":1975.34,"endTime":1978.67,"body":"stores that we have worked with,"},{"startTime":1978.79,"endTime":1982.95,"body":"and that we have seen are generating"},{"startTime":1978.79,"endTime":1982.95,"body":"between somewhere in the 30 to 50% of the"},{"startTime":1982.951,"endTime":1985.31,"body":"overall store revenue range."},{"startTime":1985.65,"endTime":1989.15,"body":"And the fun thing about email marketing"},{"startTime":1985.65,"endTime":1989.15,"body":"is it is the highest form since I've"},{"startTime":1989.151,"endTime":1990.79,"body":"been a marketer for 10 years,"},{"startTime":1990.9,"endTime":1995.07,"body":"plus it has been the highest form of"},{"startTime":1990.9,"endTime":1995.07,"body":"return on investment in the marketing"},{"startTime":1995.071,"endTime":1995.89,"body":"world. In fact,"},{"startTime":1995.89,"endTime":1998.91,"body":"the latest benchmark that we have is"},{"startTime":1995.89,"endTime":1998.91,"body":"for every dollar you invest in email"},{"startTime":1999.02,"endTime":2003.58,"body":"marketing. On average,"},{"startTime":1999.02,"endTime":2003.58,"body":"you will produced $45 in,"},{"startTime":2004.42,"endTime":2009.34,"body":"uh, in, in sales from that $1"},{"startTime":2004.42,"endTime":2009.34,"body":"invested as a 45 to one ROI."},{"startTime":2009.48,"endTime":2013.1,"body":"And that's according to the"},{"startTime":2009.48,"endTime":2013.1,"body":"latest benchmarks that I"},{"startTime":2013.101,"endTime":2015.7,"body":"recording this episode"},{"startTime":2013.101,"endTime":2015.7,"body":"right now, now how you grow,"},{"startTime":2015.701,"endTime":2017.26,"body":"your email list might look"},{"startTime":2015.701,"endTime":2017.26,"body":"a little bit different,"},{"startTime":2017.261,"endTime":2020.45,"body":"but you can grow in the form"},{"startTime":2017.261,"endTime":2020.45,"body":"of giveaways, ebook discounts."},{"startTime":2020.61,"endTime":2022.97,"body":"Pre-sale wait lists during black"},{"startTime":2020.61,"endTime":2022.97,"body":"Friday. We do a lot of those."},{"startTime":2023.17,"endTime":2023.571,"body":"So we're like building,"},{"startTime":2023.571,"endTime":2026.77,"body":"pre-sale wait lists for people to get on"},{"startTime":2023.571,"endTime":2026.77,"body":"the list because they're excited about"},{"startTime":2026.771,"endTime":2030.01,"body":"black Friday and they wanna get"},{"startTime":2026.771,"endTime":2030.01,"body":"early bird access. And so, uh, we,"},{"startTime":2030.07,"endTime":2035.05,"body":"we highly recommend 10 to 20% of your"},{"startTime":2030.07,"endTime":2035.05,"body":"budget be going for leads because we're"},{"startTime":2035.051,"endTime":2036.37,"body":"driving for purchases, right?"},{"startTime":2036.58,"endTime":2039.57,"body":"We're targeting our lowest hanging"},{"startTime":2036.58,"endTime":2039.57,"body":"fruit people to beat specific products."},{"startTime":2039.93,"endTime":2041.48,"body":"And also growing our email list."},{"startTime":2041.481,"endTime":2043.76,"body":"That's going to generate"},{"startTime":2041.481,"endTime":2043.76,"body":"plenty of revenue in sales,"},{"startTime":2044.06,"endTime":2045.56,"body":"on the backend and over time,"},{"startTime":2045.561,"endTime":2050.12,"body":"because email marketing is the largest"},{"startTime":2045.561,"endTime":2050.12,"body":"or the most impactful form of marketing"},{"startTime":2050.47,"endTime":2055.36,"body":"that we have ever seen. And that all the"},{"startTime":2050.47,"endTime":2055.36,"body":"benchmarks in reality are telling us."},{"startTime":2055.361,"endTime":2058.68,"body":"So if you wanna learn about giveaways,"},{"startTime":2055.361,"endTime":2058.68,"body":"uh, and you haven't yet gone through our,"},{"startTime":2058.92,"endTime":2061.63,"body":"our giveaway bootcamp or check to"},{"startTime":2058.92,"endTime":2061.63,"body":"any of our content on giveaways,"},{"startTime":2061.631,"endTime":2064.31,"body":"just go to Ali podcast,"},{"startTime":2061.631,"endTime":2064.31,"body":"uh, dot com slash giveaway,"},{"startTime":2064.7,"endTime":2066.19,"body":"just to see how we run giveaways."},{"startTime":2066.19,"endTime":2070.07,"body":"We'll run a lot of giveaways and generate"},{"startTime":2066.19,"endTime":2070.07,"body":"300 plus email subscribers a day, uh,"},{"startTime":2070.09,"endTime":2072.67,"body":"on giveaways because they have those"},{"startTime":2070.09,"endTime":2072.67,"body":"viral component and a lot of other things."},{"startTime":2072.73,"endTime":2075.75,"body":"So if you're interested in"},{"startTime":2072.73,"endTime":2075.75,"body":"learning how giveaways work, uh,"},{"startTime":2075.751,"endTime":2079.23,"body":"definitely go check that out."},{"startTime":2075.751,"endTime":2079.23,"body":"Ali podcast.com/giveaway."},{"startTime":2079.65,"endTime":2083.06,"body":"So these are the three types. If you"},{"startTime":2079.65,"endTime":2083.06,"body":"run these three types of campaigns,"},{"startTime":2083.4,"endTime":2087.42,"body":"you'll start experiencing predictable"},{"startTime":2083.4,"endTime":2087.42,"body":"growth within your business."},{"startTime":2087.48,"endTime":2091.18,"body":"And even if you're new to"},{"startTime":2087.48,"endTime":2091.18,"body":"the paid advertising world,"},{"startTime":2091.86,"endTime":2096.62,"body":"I wanna prepare you for something. Be"},{"startTime":2091.86,"endTime":2096.62,"body":"prepared to take punches to the face,"},{"startTime":2096.92,"endTime":2099.82,"body":"to take a beating and to B K with it,"},{"startTime":2099.821,"endTime":2104.13,"body":"because the first it's truly the worst"},{"startTime":2099.821,"endTime":2104.13,"body":"you think about it. When you started to,"},{"startTime":2104.131,"endTime":2105.53,"body":"when you learned how to ride a bike,"},{"startTime":2105.531,"endTime":2108.81,"body":"or you started to that process"},{"startTime":2105.531,"endTime":2108.81,"body":"of learning how to ride a bike,"},{"startTime":2109.35,"endTime":2110.81,"body":"you didn't just start on two wheels."},{"startTime":2111.15,"endTime":2114.53,"body":"You had your training wheels \u003claugh\u003e"},{"startTime":2111.15,"endTime":2114.53,"body":"and then after you started to get"},{"startTime":2114.531,"endTime":2115.85,"body":"comfortable, you started to figure it out."},{"startTime":2116.07,"endTime":2119.13,"body":"And then you were able to remove those"},{"startTime":2116.07,"endTime":2119.13,"body":"training wheels because you really under"},{"startTime":2119.97,"endTime":2121.93,"body":"stood it and you could ride"},{"startTime":2119.97,"endTime":2121.93,"body":"without just falling over,"},{"startTime":2122.32,"endTime":2124.96,"body":"are in crashing all the time."},{"startTime":2122.32,"endTime":2124.96,"body":"It's part of the process."},{"startTime":2125.28,"endTime":2127.72,"body":"I do a lot of CrossFit and you"},{"startTime":2125.28,"endTime":2127.72,"body":"don't just go in a CrossFit,"},{"startTime":2127.721,"endTime":2129.32,"body":"jump up on a bar and do a muscle up,"},{"startTime":2129.321,"endTime":2133.68,"body":"or pick up a jump rope and do a"},{"startTime":2129.321,"endTime":2133.68,"body":"double under there's a process."},{"startTime":2133.681,"endTime":2137.76,"body":"There's a learning process because the"},{"startTime":2133.681,"endTime":2137.76,"body":"first rep you do is not gonna look like"},{"startTime":2137.96,"endTime":2141.8,"body":"the thousandth rep you do, because"},{"startTime":2137.96,"endTime":2141.8,"body":"you're gonna get better as you go."},{"startTime":2141.94,"endTime":2146.36,"body":"And that is part of the growth"},{"startTime":2141.94,"endTime":2146.36,"body":"journey you need to test."},{"startTime":2146.54,"endTime":2149.84,"body":"You need to learn, you need to"},{"startTime":2146.54,"endTime":2149.84,"body":"optimize and you need to repeat."},{"startTime":2149.86,"endTime":2152.48,"body":"You have to think like a"},{"startTime":2149.86,"endTime":2152.48,"body":"scientist. And if you can do that,"},{"startTime":2152.94,"endTime":2154.16,"body":"if you can be okay with that,"},{"startTime":2154.22,"endTime":2157.95,"body":"if you can comprehend and"},{"startTime":2154.22,"endTime":2157.95,"body":"be okay with that mentally,"},{"startTime":2158.57,"endTime":2162.23,"body":"you will win in the long"},{"startTime":2158.57,"endTime":2162.23,"body":"run. So in closing here,"},{"startTime":2162.231,"endTime":2164.43,"body":"we've talked about three types"},{"startTime":2162.231,"endTime":2164.43,"body":"of traffic, word of mouth,"},{"startTime":2164.86,"endTime":2168.39,"body":"organic and paid word of mouth"},{"startTime":2164.86,"endTime":2168.39,"body":"into organic can be influenced,"},{"startTime":2168.69,"endTime":2173.03,"body":"but not necessarily controlled"},{"startTime":2168.69,"endTime":2173.03,"body":"and paid can be more controlled."},{"startTime":2173.61,"endTime":2175.95,"body":"And obviously it can be influenced."},{"startTime":2175.951,"endTime":2179.46,"body":"We've also talked about average economics"},{"startTime":2175.951,"endTime":2179.46,"body":"and how it'll change your business's"},{"startTime":2179.461,"endTime":2183.22,"body":"financial trajectory. If you"},{"startTime":2179.461,"endTime":2183.22,"body":"can harness its power as well."},{"startTime":2183.24,"endTime":2184.9,"body":"And then we ended with the"},{"startTime":2183.24,"endTime":2184.9,"body":"three types of campaigns."},{"startTime":2184.901,"endTime":2188.9,"body":"You should be running one"},{"startTime":2184.901,"endTime":2188.9,"body":"for, uh, dynamic retargeting,"},{"startTime":2188.901,"endTime":2193.34,"body":"another one for purchases and another"},{"startTime":2188.901,"endTime":2193.34,"body":"one for growing your email list."},{"startTime":2193.88,"endTime":2198.81,"body":"You have been listening my friends to"},{"startTime":2193.88,"endTime":2198.81,"body":"the e-commerce Ali podcast produced by"},{"startTime":2198.811,"endTime":2201.85,"body":"the extraordinary behind the"},{"startTime":2198.811,"endTime":2201.85,"body":"scenes or behind your ears."},{"startTime":2203.22,"endTime":2207.37,"body":"Dylan counts. Who's incredible. And you"},{"startTime":2203.22,"endTime":2207.37,"body":"can see the show notes for this episode,"},{"startTime":2207.371,"endTime":2212.01,"body":"by going to Ali podcast.com and get"},{"startTime":2207.371,"endTime":2212.01,"body":"plenty of additional resources on paid"},{"startTime":2212.011,"endTime":2214.85,"body":"traffic as well while you are there."},{"startTime":2214.851,"endTime":2217.13,"body":"And please drop us review on iTunes."},{"startTime":2217.18,"endTime":2221.88,"body":"Let's connect on social media at"},{"startTime":2217.18,"endTime":2221.88,"body":"Josh coffee on behalf of the entire"},{"startTime":2221.95,"endTime":2222.62,"body":"team."},{"startTime":2222.62,"endTime":2226.08,"body":"We wanna say thank you for being our"},{"startTime":2222.62,"endTime":2226.08,"body":"listener for making the world a better"},{"startTime":2226.081,"endTime":2229.4,"body":"place with your products and"},{"startTime":2226.081,"endTime":2229.4,"body":"for continuing to press forward."},{"startTime":2229.67,"endTime":2232.72,"body":"Even in the difficult"},{"startTime":2229.67,"endTime":2232.72,"body":"moments, we'll see us."},{"startTime":2232.92,"endTime":2233.753,"body":"Soon."},{"startTime":2242.27,"endTime":2242.39,"body":"I."}]}