{"version":"1.0.0","segments":[{"startTime":0.55,"endTime":2.694,"body":"Welcome to Virtual Assistance, the"},{"startTime":2.732,"endTime":4.762,"body":"Agency Growth Machine podcast."},{"startTime":4.906,"endTime":7.062,"body":"Take your digital marketing agency to"},{"startTime":7.076,"endTime":8.766,"body":"the next level as we share"},{"startTime":8.828,"endTime":12.13,"body":"secrets, strategies, and clients success stories."},{"startTime":12.31,"endTime":14.89,"body":"Step back from the DayToday of your agency"},{"startTime":15.01,"endTime":18.262,"body":"and activate massive growth using Virtual Assistance."},{"startTime":18.406,"endTime":21.37,"body":"And now your host, Azar Saddiki."},{"startTime":21.55,"endTime":25.722,"body":"All right, we have our amazing guests, Mr."},{"startTime":25.856,"endTime":29.278,"body":"Dennis Hugh today, if you're in the marketing"},{"startTime":29.314,"endTime":31.95,"body":"world, I don't think Dennis needs an introduction."},{"startTime":32.45,"endTime":35.718,"body":"I've been hearing from Dennis going"},{"startTime":35.744,"endTime":37.186,"body":"through some of his courses."},{"startTime":37.318,"endTime":41.442,"body":"I believe from what I've seen, 50 plus courses on"},{"startTime":41.456,"endTime":44.802,"body":"the Internet right now that's just on the courses side."},{"startTime":44.936,"endTime":47.67,"body":"He's an author, he's running his own"},{"startTime":47.72,"endTime":52.954,"body":"agency, a former worker at Yahoo."},{"startTime":53.122,"endTime":56.818,"body":"And so many amazing things about Dennis that Dennis"},{"startTime":56.854,"endTime":59.394,"body":"is a great personality to just hang out with."},{"startTime":59.492,"endTime":61.818,"body":"I've been virtually hanging out with"},{"startTime":61.844,"endTime":64.018,"body":"him on some different masterminds."},{"startTime":64.174,"endTime":65.838,"body":"Didn't get a chance to hang out with"},{"startTime":65.864,"endTime":69.522,"body":"him face to face, but we're confident that"},{"startTime":69.536,"endTime":70.65,"body":"it's going to happen real soon."},{"startTime":70.7,"endTime":73.94,"body":"But, Dennis, welcome to our show."},{"startTime":74.27,"endTime":76.026,"body":"How are you doing today, sir?"},{"startTime":76.208,"endTime":77.694,"body":"Good morning, Azar. Doing great."},{"startTime":77.732,"endTime":81.02,"body":"It's a sunny day in Vegas. Nice."},{"startTime":81.41,"endTime":83.274,"body":"Yeah, I'm here in Calgary recording this."},{"startTime":83.312,"endTime":85.602,"body":"It's not too bad for the last week or"},{"startTime":85.616,"endTime":90.21,"body":"so, but Vegas is a whole different ballgame."},{"startTime":90.53,"endTime":94.806,"body":"So, Dennis, I'd like to jump in and get this going."},{"startTime":94.868,"endTime":98.79,"body":"And I'm sure a lot of our followers are"},{"startTime":98.96,"endTime":102.354,"body":"wanting to know who Dennis you really is and"},{"startTime":102.452,"endTime":108.918,"body":"maybe walk us through how your upbringing was."},{"startTime":109.004,"endTime":112.11,"body":"And were you like a straight A student, and"},{"startTime":112.22,"endTime":114.93,"body":"how did you get into marketing and then working"},{"startTime":114.98,"endTime":117.694,"body":"at Yahoo and then coming to Blitz Metrics?"},{"startTime":117.742,"endTime":120.894,"body":"I know it's a mouthful, but give us a"},{"startTime":120.932,"endTime":123.8,"body":"bit of a summary there, please, if you can."},{"startTime":124.49,"endTime":126.186,"body":"I was a good Asian student."},{"startTime":126.368,"endTime":130.59,"body":"I did well at math, and"},{"startTime":130.639,"endTime":133.678,"body":"I enjoyed things like building websites."},{"startTime":133.714,"endTime":135.8,"body":"That was over 30 years ago."},{"startTime":136.25,"endTime":139.03,"body":"And I didn't have the people skills."},{"startTime":139.09,"endTime":140.986,"body":"I didn't know anything about management."},{"startTime":141.058,"endTime":142.174,"body":"I didn't know how to communicate."},{"startTime":142.222,"endTime":145.578,"body":"I was so scared that I couldn't even pick up the phone"},{"startTime":145.724,"endTime":148.65,"body":"and talk to people because I didn't know what to say."},{"startTime":148.82,"endTime":151.978,"body":"And I was called back then a paper Tiger."},{"startTime":152.014,"endTime":153.14,"body":"Have you heard of that?"},{"startTime":153.83,"endTime":156.654,"body":"Yeah, actually, I just heard it on one of your"},{"startTime":156.692,"endTime":162.534,"body":"videos where you're a straight A student, but missing out"},{"startTime":162.572,"endTime":166.218,"body":"on some of the communication skills and things like that."},{"startTime":166.304,"endTime":167.814,"body":"Is that correct? Yeah."},{"startTime":167.852,"endTime":170.322,"body":"So on paper, I look good because"},{"startTime":170.516,"endTime":172.21,"body":"I knew how to ace tests."},{"startTime":172.27,"endTime":174.426,"body":"I knew how to get good scores on"},{"startTime":174.428,"endTime":176.734,"body":"the Sat and how to get good grades."},{"startTime":176.902,"endTime":179.538,"body":"But when it came to things like applying for"},{"startTime":179.564,"endTime":184.158,"body":"jobs, I just didn't know what to do."},{"startTime":184.244,"endTime":185.982,"body":"I wanted to work at Nike and"},{"startTime":185.996,"endTime":187.318,"body":"I couldn't even get an interview."},{"startTime":187.474,"endTime":189.01,"body":"I had all the scores."},{"startTime":189.07,"endTime":192.98,"body":"I did the essays and I did all the research."},{"startTime":193.31,"endTime":197.082,"body":"But the whole thing about building relationships, I just"},{"startTime":197.156,"endTime":200.562,"body":"was frustrated because there were people that were, for"},{"startTime":200.576,"endTime":203.274,"body":"example, getting into Nike who were B students."},{"startTime":203.432,"endTime":204.93,"body":"But they had a connection."},{"startTime":205.37,"endTime":208.82,"body":"And it just made me so mad because it didn't seem fair."},{"startTime":209.33,"endTime":211.05,"body":"And I applied to a lot of different"},{"startTime":211.1,"endTime":213.334,"body":"places I wanted to work at American Airlines."},{"startTime":213.442,"endTime":215.6,"body":"Couldn't even get an interview. Right."},{"startTime":215.99,"endTime":217.518,"body":"And I thought, well, maybe I"},{"startTime":217.544,"endTime":218.77,"body":"just don't have the charisma."},{"startTime":218.83,"endTime":220.594,"body":"Maybe I don't have talent."},{"startTime":220.762,"endTime":224.058,"body":"Maybe it's just all about how well you can"},{"startTime":224.084,"endTime":226.554,"body":"shake hands and smile and make friends and go"},{"startTime":226.592,"endTime":230.06,"body":"drinking and things I didn't want to do."},{"startTime":231.47,"endTime":235.338,"body":"I was really lucky because I had a mentor and"},{"startTime":235.364,"endTime":239.098,"body":"he happened to be the CEO of American Airlines, taught"},{"startTime":239.134,"endTime":243.51,"body":"me everything about networking and introduced me to other people"},{"startTime":243.68,"endTime":246.522,"body":"and taught me how to speak and taught me how"},{"startTime":246.536,"endTime":249.018,"body":"to do lots of things that for most of you"},{"startTime":249.044,"endTime":251.24,"body":"guys are going to be pretty obvious."},{"startTime":251.69,"endTime":255.558,"body":"So fast forward 25, 30 years later, and"},{"startTime":255.584,"endTime":257.37,"body":"I learned how to speak on stage."},{"startTime":257.99,"endTime":261.005,"body":"I did my first keynote address."},{"startTime":261.067,"endTime":262.317,"body":"I think it was 1998."},{"startTime":262.327,"endTime":266.158,"body":"I was the closing keynote at the Epiphany conference"},{"startTime":266.194,"endTime":269.54,"body":"with 2000 people in the audience, which is crazy."},{"startTime":270.35,"endTime":272.242,"body":"I did Toastmasters to prepare."},{"startTime":272.266,"endTime":273.738,"body":"I learned how to play golf so"},{"startTime":273.764,"endTime":275.54,"body":"I could network with other people."},{"startTime":275.93,"endTime":278.934,"body":"And because of what happened at American Airlines, I got"},{"startTime":278.972,"endTime":281.91,"body":"invited to be at this little company called Yahoo."},{"startTime":282.89,"endTime":285.15,"body":"So I helped build the analytics at Yahoo."},{"startTime":286.19,"endTime":286.482,"body":"Yes."},{"startTime":286.496,"endTime":288.294,"body":"It was still pretty big back then, right?"},{"startTime":288.332,"endTime":291.138,"body":"This is probably mid 90s or"},{"startTime":291.164,"endTime":293.334,"body":"late 90s we're talking about. Yeah."},{"startTime":293.372,"endTime":296.49,"body":"Do you know where Yahoo came from with the brand?"},{"startTime":298.37,"endTime":301.83,"body":"No, you can, if you don't mind my memory,"},{"startTime":302.27,"endTime":304.77,"body":"the logo and the branding and all of that"},{"startTime":304.82,"endTime":308.85,"body":"was stolen from the Yahoo cake company. Really?"},{"startTime":309.02,"endTime":310.398,"body":"Exactly the same."},{"startTime":310.544,"endTime":312.03,"body":"And this Yahoo cake company."},{"startTime":312.08,"endTime":314.43,"body":"Now, obviously they make a lot more money"},{"startTime":314.54,"endTime":317.202,"body":"off of the Yahoo stock than selling the"},{"startTime":317.216,"endTime":320.6,"body":"cakes that they had before mail order. Okay."},{"startTime":321.35,"endTime":325.158,"body":"It's kind of funny because Yahoo ripped off the"},{"startTime":325.184,"endTime":328.518,"body":"logo and all of the branding, the cake company."},{"startTime":328.664,"endTime":329.898,"body":"But then, you know where Google"},{"startTime":329.984,"endTime":332.026,"body":"got their ability to monetize."},{"startTime":332.218,"endTime":333.474,"body":"A lot of people don't know that Google"},{"startTime":333.512,"endTime":335.034,"body":"didn't have any revenue for the first ten"},{"startTime":335.072,"endTime":338.37,"body":"years of their existing search engine is because"},{"startTime":338.42,"endTime":341.13,"body":"they completely stole it from Yahoo."},{"startTime":342.17,"endTime":344.65,"body":"Okay, you see that there was a lawsuit."},{"startTime":344.71,"endTime":347.214,"body":"And when Google IPOed and a lot of the people"},{"startTime":347.252,"endTime":350.61,"body":"on my team went to go work at Google and"},{"startTime":350.66,"endTime":352.978,"body":"I was thinking, you guys are not being very loyal."},{"startTime":353.014,"endTime":356.058,"body":"But then some of the people on my team, when"},{"startTime":356.084,"endTime":359.538,"body":"Google IPO, they made $100 million, which is great, right?"},{"startTime":359.564,"endTime":362.442,"body":"And then retired and bought property in Hawaii and"},{"startTime":362.456,"endTime":366.62,"body":"all that because everything around how Google makes money"},{"startTime":367.49,"endTime":370.666,"body":"in an auction where people are bidding on keywords"},{"startTime":370.798,"endTime":373.114,"body":"was completely stolen off of Yahoo."},{"startTime":373.222,"endTime":376.618,"body":"But Yahoo had filed that lawsuit years in advance"},{"startTime":376.714,"endTime":378.774,"body":"because they were waiting for the time when Google"},{"startTime":378.812,"endTime":380.926,"body":"had the money, which is when they would IPO."},{"startTime":381.058,"endTime":383.466,"body":"So I thought it was kind of fitting that"},{"startTime":383.588,"endTime":386.574,"body":"the thievery that occurred with the Yahoo kit company"},{"startTime":386.732,"endTime":389.926,"body":"was the same thing that Google did to Yahoo"},{"startTime":390.058,"endTime":395.554,"body":"and then pay them back and all that stuff. Right."},{"startTime":395.592,"endTime":396.494,"body":"In these lawsuits."},{"startTime":396.542,"endTime":399.158,"body":"So ways of making money. And that's incredible."},{"startTime":399.194,"endTime":401.938,"body":"And a lot of these things happen even there's a lot"},{"startTime":401.964,"endTime":406.234,"body":"of stuff about Microsoft in the 90s, what they did and"},{"startTime":406.332,"endTime":409.894,"body":"how they ripped off a lot of smaller brands and companies"},{"startTime":409.992,"endTime":412.81,"body":"and took their ideas and just did it themselves or just"},{"startTime":412.86,"endTime":418.2,"body":"took over with blatant rights violations there."},{"startTime":419.49,"endTime":425.57,"body":"But I'm hoping that we're into more cultured Internet"},{"startTime":425.63,"endTime":429.142,"body":"right now, but there's still lots going on still."},{"startTime":429.216,"endTime":430.21,"body":"Right, Dennis?"},{"startTime":431.31,"endTime":433.03,"body":"Everything is still the same."},{"startTime":433.2,"endTime":436.01,"body":"Nothing is really new, in my opinion."},{"startTime":436.19,"endTime":438.262,"body":"So in the same way, that search"},{"startTime":438.336,"endTime":440.042,"body":"was really just the same algorithm."},{"startTime":440.066,"endTime":441.142,"body":"So one of the things we had at"},{"startTime":441.156,"endTime":446.17,"body":"Yahoo, for example, was an engineering driven company."},{"startTime":446.28,"endTime":448.942,"body":"So before Terry Semel and all the"},{"startTime":448.956,"endTime":450.382,"body":"other folks that turn into marketing and"},{"startTime":450.396,"endTime":452.678,"body":"partnerships, we built a lot of tools."},{"startTime":452.714,"endTime":455.698,"body":"We built our own mail, we"},{"startTime":455.724,"endTime":459.082,"body":"built sports, we built search. We built everything."},{"startTime":459.156,"endTime":460.142,"body":"We built personals."},{"startTime":460.166,"endTime":461.21,"body":"We have three engineers."},{"startTime":461.33,"endTime":462.682,"body":"We built Yahoo Personals and"},{"startTime":462.696,"endTime":465.622,"body":"built that into $100 million. Your business. Nice."},{"startTime":465.816,"endTime":469.198,"body":"And one of the things we did was you would do a"},{"startTime":469.224,"endTime":472.954,"body":"search for something, let's say, like find a VA or something."},{"startTime":473.112,"endTime":476.638,"body":"And it would show Google and Yahoo search results side"},{"startTime":476.664,"endTime":478.942,"body":"by side, but it would randomly mix them up so"},{"startTime":478.956,"endTime":481.38,"body":"you couldn't tell which side was which side."},{"startTime":482.43,"endTime":484.234,"body":"And nobody could tell the difference."},{"startTime":484.332,"endTime":486.562,"body":"Nobody could tell whose search results were better."},{"startTime":486.636,"endTime":488.29,"body":"And in fact, the results came out almost"},{"startTime":488.34,"endTime":490.618,"body":"exactly the same, including all the way down"},{"startTime":490.644,"endTime":493.26,"body":"to the Copyright note in the footer. Right."},{"startTime":493.77,"endTime":497.506,"body":"But since Google did better marketing, people thought"},{"startTime":497.568,"endTime":499.762,"body":"that Google had a better product because it"},{"startTime":499.776,"endTime":502.98,"body":"was cleaner, because they did really good PR."},{"startTime":503.37,"endTime":506.854,"body":"So one of my friends, we would have lunch every day."},{"startTime":506.952,"endTime":507.794,"body":"His name was Mitch."},{"startTime":507.842,"endTime":510.874,"body":"His wife ran marketing for Google for"},{"startTime":510.912,"endTime":513.193,"body":"PR, which was basically their marketing."},{"startTime":513.361,"endTime":515.337,"body":"And their whole thing was taking care of"},{"startTime":515.364,"endTime":518.134,"body":"journalists and wining and dining them and making"},{"startTime":518.172,"endTime":521.073,"body":"them feel like they had a special angle. Right."},{"startTime":521.111,"endTime":523.318,"body":"That they were special on the latest news."},{"startTime":523.464,"endTime":525.454,"body":"And so that's how Google got all"},{"startTime":525.492,"endTime":528.01,"body":"this great PR by manipulating the media."},{"startTime":528.18,"endTime":531.118,"body":"And I thought, wow, that's incredible how"},{"startTime":531.144,"endTime":533.182,"body":"Google, without having a better product or"},{"startTime":533.196,"endTime":535.15,"body":"a different product, was able to win."},{"startTime":535.2,"endTime":536.998,"body":"And nowadays we know that whoever has"},{"startTime":537.024,"endTime":539.29,"body":"the better marketing generally will work."},{"startTime":539.46,"endTime":541.642,"body":"But then you saw Facebook came along, for example."},{"startTime":541.716,"endTime":542.35,"body":"Right."},{"startTime":542.52,"endTime":544.69,"body":"And where did Facebook get their sales"},{"startTime":544.74,"endTime":547.51,"body":"from their sales team or their operations?"},{"startTime":549.33,"endTime":552.238,"body":"Google Cheryl Sandberg. Right."},{"startTime":552.384,"endTime":556.91,"body":"Who then became Mark hired to be Facebook CEO"},{"startTime":557.03,"endTime":562.44,"body":"and even Facebook chef was stolen from Google. Right."},{"startTime":563.85,"endTime":565.474,"body":"So you're doing these amazing things"},{"startTime":565.512,"endTime":568.01,"body":"at Yahoo, building out the analytics"},{"startTime":568.07,"endTime":573.07,"body":"Department and working inside paid ads."},{"startTime":573.81,"endTime":577.066,"body":"At what point did you decide to go out on your own?"},{"startTime":577.128,"endTime":580.234,"body":"And Blitz Matrix came into being?"},{"startTime":580.272,"endTime":582.73,"body":"Or was there something else before plates?"},{"startTime":583.89,"endTime":587.794,"body":"I never really felt that I was starting an agency because"},{"startTime":587.892,"endTime":591.058,"body":"the last 25 years or so, 30 years plus, I've been"},{"startTime":591.084,"endTime":594.398,"body":"running an agency even before I was at American Airlines."},{"startTime":594.434,"endTime":596.938,"body":"When I was at Southern Methodist University, I"},{"startTime":596.964,"endTime":599.33,"body":"ran an agency and I was building websites."},{"startTime":599.39,"endTime":601.03,"body":"This was over 30 years ago."},{"startTime":601.2,"endTime":604.354,"body":"And when I was at Yahoo and I started"},{"startTime":604.392,"endTime":606.082,"body":"to build a team and we served all the"},{"startTime":606.096,"endTime":609.514,"body":"different properties, male, sports, finance, shopping, travel, small business."},{"startTime":609.672,"endTime":612.634,"body":"I was running an internal agency because"},{"startTime":612.732,"endTime":614.638,"body":"our agency had to serve all the"},{"startTime":614.664,"endTime":617.354,"body":"different properties that were within Yahoo."},{"startTime":617.402,"endTime":619.162,"body":"So I had to learn how to"},{"startTime":619.176,"endTime":621.082,"body":"you build an account management team."},{"startTime":621.216,"endTime":623.47,"body":"How do you deliver ads at scale?"},{"startTime":624.03,"endTime":627.226,"body":"How do you spend money on PPC? Which is crazy."},{"startTime":627.288,"endTime":631.366,"body":"Like, imagine I'm spending the majority of Yahoo's money"},{"startTime":631.488,"endTime":634.138,"body":"on PPC and the CEO saying, why are you"},{"startTime":634.164,"endTime":636.202,"body":"spending all this money on Google ads when you"},{"startTime":636.216,"endTime":637.862,"body":"can spend money on Yahoo ads?"},{"startTime":637.946,"endTime":640.774,"body":"And I said, because you are"},{"startTime":640.812,"endTime":642.106,"body":"charging my budget the same."},{"startTime":642.168,"endTime":644.05,"body":"Whether it's a Yahoo dollar or Google"},{"startTime":644.1,"endTime":645.458,"body":"dollar, it's still the same dollar."},{"startTime":645.494,"endTime":647.422,"body":"So if you gave me the Yahoo money for"},{"startTime":647.436,"endTime":648.878,"body":"free, I would spend more money on Yahoo."},{"startTime":648.914,"endTime":650.038,"body":"But I have a PNL, right?"},{"startTime":650.064,"endTime":653.422,"body":"I have to drive leads, I have to drive sales. Right?"},{"startTime":653.616,"endTime":656.35,"body":"So I learned about building an agency,"},{"startTime":657.09,"endTime":660.322,"body":"a big agency inside a search engine."},{"startTime":660.456,"endTime":662.114,"body":"So I had certain advantages."},{"startTime":662.162,"endTime":665.938,"body":"For example, for Yahoo Personals, which back then was"},{"startTime":665.964,"endTime":669.418,"body":"a big dating site, before it became a big"},{"startTime":669.444,"endTime":673.018,"body":"dating site, we had to compete against Eharmony and"},{"startTime":673.044,"endTime":674.678,"body":"Match and all these other big dating sites."},{"startTime":674.714,"endTime":676.98,"body":"Imagine you were starting a dating site"},{"startTime":677.49,"endTime":680.165,"body":"and no one knew it was personals@yahoo.com."},{"startTime":680.195,"endTime":684.682,"body":"And there are already established big dating websites and"},{"startTime":684.696,"endTime":686.986,"body":"your website is starting with no customers, right?"},{"startTime":687.108,"endTime":689.878,"body":"Nobody, no members, no profiles at all."},{"startTime":689.964,"endTime":691.08,"body":"What would you do?"},{"startTime":691.77,"endTime":695.65,"body":"So I had the benefit of all the search data on Yahoo."},{"startTime":696.57,"endTime":698.554,"body":"So I could use all the search data,"},{"startTime":698.592,"endTime":700.56,"body":"which I think today would be illegal, maybe"},{"startTime":701.67,"endTime":703.678,"body":"all the data that people were searching on."},{"startTime":703.764,"endTime":707.362,"body":"And because we had the search engine where we"},{"startTime":707.376,"endTime":711.298,"body":"had PPC, I could grab all the campaigns from"},{"startTime":711.324,"endTime":714.18,"body":"Match.com, any Harmony and all the other people."},{"startTime":714.75,"endTime":717.202,"body":"I had all the competitors, I knew what their ads were."},{"startTime":717.216,"endTime":718.27,"body":"I knew what they're paying."},{"startTime":718.38,"endTime":720.622,"body":"I knew back then Yahoo was the"},{"startTime":720.636,"endTime":722.35,"body":"number one website on the planet."},{"startTime":722.85,"endTime":724.414,"body":"So I had the traffic from the number"},{"startTime":724.452,"endTime":726.506,"body":"one side on the planet, all the queries,"},{"startTime":726.698,"endTime":729.01,"body":"all the paid data, because all the competitors."},{"startTime":729.63,"endTime":733.522,"body":"Imagine today if you worked at Google and you"},{"startTime":733.536,"endTime":735.622,"body":"had all the data on Google AdWords and what"},{"startTime":735.636,"endTime":738.238,"body":"people were bidding and the keywords and all this."},{"startTime":738.264,"endTime":741.842,"body":"So I had this huge advantage to allow me to run ads."},{"startTime":741.866,"endTime":745.438,"body":"So arguably, at one point in time, I"},{"startTime":745.464,"endTime":748.43,"body":"was the best PPC marketer on the planet"},{"startTime":748.49,"endTime":751.32,"body":"because I had everyone's data, right?"},{"startTime":751.77,"endTime":753.55,"body":"I knew how well it converted."},{"startTime":754.17,"endTime":756.146,"body":"I knew what they were saying in the ads."},{"startTime":756.158,"endTime":757.97,"body":"I knew their targeting strategies."},{"startTime":758.15,"endTime":760.282,"body":"I knew all of this kind of stuff so that"},{"startTime":760.296,"endTime":762.122,"body":"I could do a better version of all those ads."},{"startTime":762.146,"endTime":765.922,"body":"So I learned how to do PPC off of looking at everyone"},{"startTime":765.996,"endTime":769.486,"body":"else's ads, which I think gave me a very unique view."},{"startTime":769.608,"endTime":770.662,"body":"Right? Yeah."},{"startTime":770.796,"endTime":773.426,"body":"How cool is that? Incredible."},{"startTime":773.558,"endTime":775.714,"body":"I learned how to build campaigns off of all"},{"startTime":775.752,"endTime":778.438,"body":"the data, and I had more data, and we"},{"startTime":778.464,"endTime":780.78,"body":"had 13 terabytes of data per day."},{"startTime":781.35,"endTime":782.854,"body":"That was Yahoo search log."},{"startTime":782.892,"endTime":784.738,"body":"So we have so much data that"},{"startTime":784.764,"endTime":787.07,"body":"is beyond the realm of commercial databases."},{"startTime":787.13,"endTime":788.218,"body":"So we had to build our own"},{"startTime":788.244,"endTime":790.56,"body":"operating system to handle all this data."},{"startTime":790.95,"endTime":794.302,"body":"So you continue to you've been in"},{"startTime":794.316,"endTime":796.38,"body":"the agency world from the get go."},{"startTime":796.83,"endTime":799.606,"body":"You work the communication stuff."},{"startTime":799.668,"endTime":801.826,"body":"I can definitely relate to that."},{"startTime":802.008,"endTime":804.514,"body":"I've been wanting to launch my own agency since"},{"startTime":804.552,"endTime":808.282,"body":"I was in University in Minnesota back in 2002."},{"startTime":808.416,"endTime":810.118,"body":"But if my life depended on"},{"startTime":810.144,"endTime":811.56,"body":"it, I couldn't sell anything."},{"startTime":812.25,"endTime":814.726,"body":"It was a tough time for me to communicate with people."},{"startTime":814.788,"endTime":818.182,"body":"So I got myself a sales job at Best Buy."},{"startTime":818.256,"endTime":821.074,"body":"Learn how to sell, learn how to communicate while"},{"startTime":821.112,"endTime":824.194,"body":"I continue to make some money and kept on"},{"startTime":824.232,"endTime":827.854,"body":"going back to my agency idea and eventually was"},{"startTime":827.892,"endTime":831.095,"body":"able to sell the first few deals in 2008."},{"startTime":831.105,"endTime":834.9,"body":"And that was the start of the agency era for me."},{"startTime":835.53,"endTime":840.974,"body":"But that's very relatable where for business owners or"},{"startTime":841.012,"endTime":845.282,"body":"agency owners, you really want to overcome some of"},{"startTime":845.296,"endTime":848.13,"body":"these things, which are key and core."},{"startTime":848.19,"endTime":850.746,"body":"Like, for example, you talking on stage."},{"startTime":850.818,"endTime":852.398,"body":"I could never tell what you just told"},{"startTime":852.424,"endTime":855.578,"body":"me about The Paper Tiger and things like"},{"startTime":855.604,"endTime":857.2,"body":"that that you had to go through."},{"startTime":857.89,"endTime":861.278,"body":"And that's incredible and really look up to you for"},{"startTime":861.304,"endTime":864.518,"body":"that because you make it so easy when you're up"},{"startTime":864.544,"endTime":867.854,"body":"there and the person people who are communicating with you."},{"startTime":867.952,"endTime":870.198,"body":"It's a really low key environment"},{"startTime":870.294,"endTime":873.098,"body":"and very comfortable communicating with you."},{"startTime":873.124,"endTime":875.498,"body":"So amazing, not just overcoming it,"},{"startTime":875.524,"endTime":877.898,"body":"but becoming a pro at it."},{"startTime":877.924,"endTime":882.462,"body":"Dennis, then now you're inside Blitz, and you're"},{"startTime":882.486,"endTime":885.674,"body":"doing these amazing things from servicing clients to"},{"startTime":885.712,"endTime":889.062,"body":"helping people grow their careers as VAS."},{"startTime":889.146,"endTime":891.69,"body":"And these trainings focused on agency"},{"startTime":891.75,"endTime":894.77,"body":"sides and focused on virtual assistance."},{"startTime":895.21,"endTime":898.706,"body":"So before we jump into the nitty gritty of"},{"startTime":898.828,"endTime":902.402,"body":"that particular business, there's one thing I want to"},{"startTime":902.416,"endTime":905.586,"body":"quickly talk to you about, is there's this trademark"},{"startTime":905.658,"endTime":908.402,"body":"term that you call dollar a day."},{"startTime":908.596,"endTime":911.99,"body":"If you quickly want to share"},{"startTime":912.04,"endTime":914.294,"body":"with us what that strategy is."},{"startTime":914.332,"endTime":917.762,"body":"And it's incredibly simple, but not too"},{"startTime":917.776,"endTime":918.842,"body":"many of us think about it."},{"startTime":918.856,"endTime":920.402,"body":"But if you just quickly want to give"},{"startTime":920.416,"endTime":922.602,"body":"us the overview of that strategy, Dennis, I'm"},{"startTime":922.626,"endTime":924.566,"body":"sure a lot of people would appreciate it."},{"startTime":924.748,"endTime":928.49,"body":"Dollar a day is the key for you to drive sales"},{"startTime":928.6,"endTime":933.078,"body":"in a way that follows a model we call inception, meaning"},{"startTime":933.114,"endTime":935.658,"body":"people don't even realize it's an ad because it's a dream."},{"startTime":935.694,"endTime":938.15,"body":"Inside the dream, inside the dream."},{"startTime":938.83,"endTime":941.21,"body":"I've spent over a billion dollars using"},{"startTime":941.26,"endTime":943.646,"body":"this technique over the last 14 years,"},{"startTime":943.828,"endTime":946.278,"body":"and we've done it on Facebook, Twitter,"},{"startTime":946.434,"endTime":951.446,"body":"YouTube, TikTok, Snapchat, Pinterest, every single channel."},{"startTime":951.568,"endTime":952.178,"body":"Right."},{"startTime":952.324,"endTime":954.614,"body":"And the reason it works is"},{"startTime":954.652,"endTime":957.762,"body":"because it's a testing strategy."},{"startTime":957.906,"endTime":959.682,"body":"So some people say, oh, dollar day won't"},{"startTime":959.706,"endTime":961.61,"body":"work anymore because ads cost a lot more."},{"startTime":961.66,"endTime":965.418,"body":"Actually, it's more effective because the idea of testing"},{"startTime":965.454,"endTime":967.97,"body":"is you might have ten different ads, 100 different"},{"startTime":968.02,"endTime":970.706,"body":"ads, and you want to let the algorithm pick"},{"startTime":970.768,"endTime":972.242,"body":"which one is going to work."},{"startTime":972.376,"endTime":974.498,"body":"So just like when you're running Google Ads, you might"},{"startTime":974.524,"endTime":978.618,"body":"have a number of combinations of copy and landing pages"},{"startTime":978.654,"endTime":981.002,"body":"and bids and keywords and all of this, and you"},{"startTime":981.016,"endTime":982.934,"body":"don't know which one is going to win."},{"startTime":983.092,"endTime":985.178,"body":"So you put lots of different pieces out"},{"startTime":985.204,"endTime":988.154,"body":"there, not randomly, but organized around these different"},{"startTime":988.192,"endTime":990.28,"body":"themes, especially with 1 minute videos."},{"startTime":990.61,"endTime":992.942,"body":"So if you have a bunch of these 1 minute videos"},{"startTime":993.076,"endTime":995.726,"body":"and you put a dollar a day against each of them,"},{"startTime":995.848,"endTime":998.19,"body":"you can scale up and you can find winners."},{"startTime":998.25,"endTime":1000.118,"body":"And this works not just for"},{"startTime":1000.144,"endTime":1002.21,"body":"small businesses, but big businesses."},{"startTime":1002.33,"endTime":1003.538,"body":"So we did this testing for"},{"startTime":1003.564,"endTime":1005.782,"body":"Infusionsoft, which is now called Keep."},{"startTime":1005.976,"endTime":1008.302,"body":"And we made a bunch of different videos with"},{"startTime":1008.316,"endTime":1011.906,"body":"the CEO eating fried chicken with a pretty woman"},{"startTime":1011.978,"endTime":1014.962,"body":"talking about Legion and how difficult it is to"},{"startTime":1014.976,"endTime":1017.798,"body":"build the website and marketing automation."},{"startTime":1017.954,"endTime":1020.11,"body":"I made videos talking about dollar a day."},{"startTime":1020.16,"endTime":1021.322,"body":"All of us, we made a bunch of"},{"startTime":1021.336,"endTime":1023.77,"body":"these different videos around themes that we know"},{"startTime":1023.82,"endTime":1027.781,"body":"work, but around driving people to try Infusionsoft."},{"startTime":1027.866,"endTime":1028.114,"body":"Right."},{"startTime":1028.152,"endTime":1030.634,"body":"Or try Keep for their marketing automation, for"},{"startTime":1030.672,"endTime":1033.314,"body":"email, for shopping carts, for landing pages."},{"startTime":1033.482,"endTime":1035.558,"body":"And we made lots of these ads."},{"startTime":1035.714,"endTime":1037.258,"body":"And there's no way you would have"},{"startTime":1037.284,"endTime":1039.034,"body":"guessed which one was the winner. Right."},{"startTime":1039.071,"endTime":1041.157,"body":"Even me with a lot of experience, like, oh,"},{"startTime":1041.184,"endTime":1043.834,"body":"I think I know a lot about digital marketing. Yeah."},{"startTime":1043.992,"endTime":1046.598,"body":"No way I could have told which one was the winner."},{"startTime":1046.753,"endTime":1048.754,"body":"In hindsight, you could say, oh, yeah,"},{"startTime":1048.912,"endTime":1050.95,"body":"this one was going to do better. Yeah."},{"startTime":1051.12,"endTime":1053.842,"body":"But it's like a singing competition, the ones where"},{"startTime":1053.856,"endTime":1056.738,"body":"there's a big contest and eventually it gets eliminated"},{"startTime":1056.774,"endTime":1058.498,"body":"until there's someone who wins at the very top"},{"startTime":1058.524,"endTime":1061.414,"body":"or like March Madness, and you have these different"},{"startTime":1061.452,"endTime":1063.118,"body":"brackets and someone wins at the very top."},{"startTime":1063.204,"endTime":1064.198,"body":"And so that's what we're doing."},{"startTime":1064.224,"endTime":1065.314,"body":"We're letting the algorithm figure"},{"startTime":1065.352,"endTime":1066.65,"body":"out what is the winner."},{"startTime":1066.83,"endTime":1071.486,"body":"And even though we're spending $7 on each of these ads,"},{"startTime":1071.678,"endTime":1074.398,"body":"the one that eventually won, we put more and more money"},{"startTime":1074.424,"endTime":1077.014,"body":"on at each of these different levels until there's one left,"},{"startTime":1077.052,"endTime":1081.994,"body":"and we put $1.3 million against that winter. Right."},{"startTime":1082.152,"endTime":1083.782,"body":"There was no risk against that because"},{"startTime":1083.856,"endTime":1086.654,"body":"that add won through multiple different levels."},{"startTime":1086.762,"endTime":1090.41,"body":"And Sheryl Sandberg sent us a plaque saying Congratulations"},{"startTime":1090.53,"endTime":1092.974,"body":"on because we spent so much money or because"},{"startTime":1093.012,"endTime":1095.17,"body":"we were using the ad system to drive leads,"},{"startTime":1095.61,"endTime":1099.23,"body":"and it had nothing to do with some fancy"},{"startTime":1099.29,"endTime":1101.846,"body":"technique or some magic or some secret."},{"startTime":1101.978,"endTime":1103.978,"body":"It was just, let's try themes that are"},{"startTime":1104.004,"endTime":1106.486,"body":"working so we know the pain points."},{"startTime":1106.548,"endTime":1108.72,"body":"We know the words that our customers are using."},{"startTime":1109.05,"endTime":1111.634,"body":"We know how we differentiate product market fit."},{"startTime":1111.672,"endTime":1113.494,"body":"We know we have the right"},{"startTime":1113.532,"endTime":1115.706,"body":"strategy, the goals, content and targeting."},{"startTime":1115.898,"endTime":1118.642,"body":"And now we're letting the algorithm figure out"},{"startTime":1118.836,"endTime":1123.002,"body":"which particular creative and which particular audience combination"},{"startTime":1123.146,"endTime":1125.002,"body":"would do the best work for us."},{"startTime":1125.196,"endTime":1126.72,"body":"And that's all it is."},{"startTime":1127.95,"endTime":1128.422,"body":"Beautiful."},{"startTime":1128.496,"endTime":1132.574,"body":"Seems very simple, but the key is the creative piece."},{"startTime":1132.612,"endTime":1133.918,"body":"I want to tell you one other thing that"},{"startTime":1133.944,"endTime":1136.498,"body":"I think almost every single agency owner is going"},{"startTime":1136.524,"endTime":1139.762,"body":"to miss, because I didn't understand this."},{"startTime":1139.956,"endTime":1142.08,"body":"So people would look at us and they'd say,"},{"startTime":1142.65,"endTime":1144.542,"body":"how did you get Nike as a client?"},{"startTime":1144.686,"endTime":1148.442,"body":"Or Quizzes or Starbucks or the Golden"},{"startTime":1148.466,"endTime":1150.278,"body":"State Warriors, which is a classic client?"},{"startTime":1150.314,"endTime":1151.69,"body":"We had them for five and a half years."},{"startTime":1151.74,"endTime":1153.178,"body":"Was fantastic, right?"},{"startTime":1153.324,"endTime":1157.33,"body":"People say, oh, it must be like your sales technique or"},{"startTime":1157.38,"endTime":1159.982,"body":"the way that you give a sales presentation or the way"},{"startTime":1159.996,"endTime":1164.494,"body":"you negotiate or the way that you build relationships or because"},{"startTime":1164.532,"endTime":1167.146,"body":"you know somebody or because whatever it is."},{"startTime":1167.328,"endTime":1170.254,"body":"And I'll say, no, it's none of those things."},{"startTime":1170.412,"endTime":1172.774,"body":"So for the agencies that are out there looking to get"},{"startTime":1172.812,"endTime":1174.898,"body":"more sales, and I'd say the same is true for Rep."},{"startTime":1174.924,"endTime":1177.418,"body":"Stack that wants to be able to develop"},{"startTime":1177.504,"endTime":1180.146,"body":"more agency relationships and do the white label"},{"startTime":1180.278,"endTime":1184.198,"body":"VA thing, it was all based on the"},{"startTime":1184.224,"endTime":1187.39,"body":"word of mouth that causes inbound marketing."},{"startTime":1188.07,"endTime":1190.162,"body":"So the thing that I did, all the stuff I"},{"startTime":1190.176,"endTime":1192.278,"body":"did at Yahoo, where I built relationships, and we drove"},{"startTime":1192.314,"endTime":1194.038,"body":"sales and we did all kinds of great things at"},{"startTime":1194.064,"endTime":1196.658,"body":"Yahoo because whatever, I guess I was cheating."},{"startTime":1196.694,"endTime":1197.938,"body":"I had all this data, right."},{"startTime":1198.024,"endTime":1200.39,"body":"We drove all these great results."},{"startTime":1200.57,"endTime":1204.514,"body":"And while I was Yahoo, that caused other"},{"startTime":1204.552,"endTime":1206.002,"body":"people in the industry to reach out to"},{"startTime":1206.016,"endTime":1208.634,"body":"me saying, hey, can you optimize my campaigns?"},{"startTime":1208.802,"endTime":1211.498,"body":"I had a friend, Kay Hickson, and she"},{"startTime":1211.524,"endTime":1214.058,"body":"was the chief marketing officer of Grameen Foundation."},{"startTime":1214.214,"endTime":1215.978,"body":"Grameen foundation is a multibillion"},{"startTime":1216.014,"endTime":1219.19,"body":"dollar microfinance nonprofit organization."},{"startTime":1219.69,"endTime":1221.458,"body":"So I volunteered and we ran their"},{"startTime":1221.484,"endTime":1224.242,"body":"Google ads, their Google grants for free. Right."},{"startTime":1224.376,"endTime":1225.106,"body":"We got Dr."},{"startTime":1225.168,"endTime":1229.238,"body":"Eunice, who won a Nobel Prize, livestreamed the blog."},{"startTime":1229.274,"endTime":1231.07,"body":"We did lots of things that were the very"},{"startTime":1231.12,"endTime":1233.842,"body":"first in the industry to do these things."},{"startTime":1233.976,"endTime":1237.778,"body":"And so we built a reputation by doing these good"},{"startTime":1237.804,"endTime":1240.25,"body":"things, which then caused more people to come our way."},{"startTime":1240.3,"endTime":1241.618,"body":"And then so and so knew so"},{"startTime":1241.644,"endTime":1242.77,"body":"and so who told other people."},{"startTime":1242.82,"endTime":1246.07,"body":"And then my friend Kenny Lauer, he was at Georgia."},{"startTime":1246.93,"endTime":1249.578,"body":"Is that the only marketing strategy"},{"startTime":1249.674,"endTime":1251.21,"body":"that you have right now, Dennis?"},{"startTime":1251.27,"endTime":1252.358,"body":"Or that is the only"},{"startTime":1252.384,"endTime":1254.594,"body":"marketing strategy I've ever employed."},{"startTime":1254.702,"endTime":1257.542,"body":"And that all the clients that"},{"startTime":1257.556,"endTime":1259.522,"body":"have all come to me, right?"},{"startTime":1259.656,"endTime":1262.562,"body":"No outbound sales calls, no let's"},{"startTime":1262.586,"endTime":1264.094,"body":"hop on a 15 minutes call."},{"startTime":1264.192,"endTime":1267.202,"body":"No cold email, no cold outreach, zero"},{"startTime":1267.276,"endTime":1271.08,"body":"sales people, and no marketing budget here."},{"startTime":1271.53,"endTime":1273.962,"body":"Well, you could argue that all of it is marketing,"},{"startTime":1273.986,"endTime":1275.726,"body":"or you could argue none of it is marketing."},{"startTime":1275.798,"endTime":1277.25,"body":"But the point is thought leadership."},{"startTime":1277.31,"endTime":1279.574,"body":"So if you publish how you do"},{"startTime":1279.612,"endTime":1283.21,"body":"stuff, then it'll get around, right?"},{"startTime":1283.32,"endTime":1286.762,"body":"So when we published on Facebook's blog, how do"},{"startTime":1286.776,"endTime":1288.682,"body":"we run ads for the Golden State Warriors and"},{"startTime":1288.696,"endTime":1291.83,"body":"how every one dollars turned into $38 of measurable"},{"startTime":1291.89,"endTime":1295.522,"body":"Ticketmaster revenue that caused the Houston Rockets and the"},{"startTime":1295.536,"endTime":1300.074,"body":"Portland Trailblazers and other teams, Chicago Bulls and Phoenix"},{"startTime":1300.122,"endTime":1303.818,"body":"Suns, and then some of the big soccer teams,"},{"startTime":1303.854,"endTime":1304.846,"body":"which that's amazing."},{"startTime":1304.908,"endTime":1306.122,"body":"I'll call football in Europe."},{"startTime":1306.146,"endTime":1308.542,"body":"So the biggest teams on the planet came our"},{"startTime":1308.556,"endTime":1310.426,"body":"way saying, hey, can you do the same thing?"},{"startTime":1310.488,"endTime":1311.95,"body":"You want to know how we got Nike?"},{"startTime":1312.69,"endTime":1314.11,"body":"Nike was my dream job."},{"startTime":1314.16,"endTime":1316.582,"body":"I wanted to work at Nike, right? Yeah."},{"startTime":1316.656,"endTime":1318.598,"body":"You wanted to get in and"},{"startTime":1318.684,"endTime":1320.254,"body":"you're having trouble back then."},{"startTime":1320.352,"endTime":1322.33,"body":"So, yeah, I want to be an employee."},{"startTime":1323.67,"endTime":1325.774,"body":"I had a good resume, all of this sort of stuff."},{"startTime":1325.812,"endTime":1327.734,"body":"Right now you have them as a client."},{"startTime":1327.782,"endTime":1329.82,"body":"So what changed? What happened?"},{"startTime":1330.33,"endTime":1333.662,"body":"Well, because of word of mouth, some folks who ran"},{"startTime":1333.686,"endTime":1337.078,"body":"digital marketing at Adidas reached out saying, hey, we've seen"},{"startTime":1337.104,"endTime":1339.362,"body":"some of the analytics work that you've done and ads"},{"startTime":1339.386,"endTime":1341.354,"body":"work that you've done for some of these other folks."},{"startTime":1341.462,"endTime":1344.77,"body":"Can you do this for us in the Olympics? Right."},{"startTime":1344.94,"endTime":1347.198,"body":"I said, of course I love Adidas,"},{"startTime":1347.354,"endTime":1350.678,"body":"but secretly my heart was at Nike. Nike."},{"startTime":1350.714,"endTime":1352.8,"body":"But if Adidas says, yeah, I think so."},{"startTime":1353.49,"endTime":1355.046,"body":"We did a great job with Adidas."},{"startTime":1355.118,"endTime":1356.554,"body":"We did a lot of great stuff."},{"startTime":1356.712,"endTime":1360.874,"body":"And you know how Yahoo and Google are"},{"startTime":1360.912,"endTime":1362.94,"body":"really just a couple of miles apart, right?"},{"startTime":1363.57,"endTime":1365.962,"body":"So I lived in Mountain View when I was"},{"startTime":1365.976,"endTime":1368.398,"body":"at Yahoo, so I would ride my bike to"},{"startTime":1368.484,"endTime":1371.438,"body":"Yahoo to get a little exercise and whatnot."},{"startTime":1371.474,"endTime":1372.898,"body":"But I also ride my bike over"},{"startTime":1372.924,"endTime":1375.274,"body":"to Google because they had better food."},{"startTime":1375.372,"endTime":1376.858,"body":"So I would put food in my"},{"startTime":1376.884,"endTime":1379.258,"body":"backpack and their food was free."},{"startTime":1379.284,"endTime":1381.72,"body":"And Yahoo had to pay a couple of dollars,"},{"startTime":1383.19,"endTime":1384.874,"body":"but they were right next to each other."},{"startTime":1384.972,"endTime":1386.71,"body":"So it's all the same people. They all talked."},{"startTime":1386.76,"endTime":1388.198,"body":"We all knew what was going on."},{"startTime":1388.344,"endTime":1390.358,"body":"It's not like some collusion kind of thing,"},{"startTime":1390.384,"endTime":1391.882,"body":"because we're just all friends with each other"},{"startTime":1391.896,"endTime":1393.994,"body":"in the industry and the same is true."},{"startTime":1394.152,"endTime":1397.75,"body":"So, you know, Adidas USA is based in Portland."},{"startTime":1398.07,"endTime":1399.54,"body":"Where is Nike based?"},{"startTime":1401.25,"endTime":1404.782,"body":"Is it in Washington somewhere? Portland. Okay."},{"startTime":1404.856,"endTime":1406.882,"body":"They're right next door to each other. Okay."},{"startTime":1406.956,"endTime":1409.63,"body":"We did good work for Denis and"},{"startTime":1409.74,"endTime":1411.398,"body":"they talk to their friends at Nike."},{"startTime":1411.494,"endTime":1413.882,"body":"So because of what we did at Adidas, Nike reached"},{"startTime":1413.906,"endTime":1417.902,"body":"out saying, hey, we heard what you did for Adidas."},{"startTime":1417.926,"endTime":1420.086,"body":"Can you do the same kind of stuff for us at Nike?"},{"startTime":1420.218,"endTime":1421.814,"body":"So we did these different projects for Nike."},{"startTime":1421.862,"endTime":1424.342,"body":"And as we did more things for Nike, our friends at"},{"startTime":1424.356,"endTime":1427.694,"body":"Adidas said, hey, what are you doing over at Nike?"},{"startTime":1427.742,"endTime":1430.858,"body":"Oh, I can't tell you because obviously you wouldn't want me"},{"startTime":1430.884,"endTime":1434.522,"body":"to tell Nike what we're doing for you and Adidas."},{"startTime":1434.546,"endTime":1438.19,"body":"So we had both of them, and this allowed us"},{"startTime":1438.24,"endTime":1441.178,"body":"to be able to staff teams, which I thought this"},{"startTime":1441.204,"endTime":1443.302,"body":"would be kind of illegal because I talk to our"},{"startTime":1443.316,"endTime":1446.374,"body":"attorney and I said, what is the deal here?"},{"startTime":1446.532,"endTime":1449.76,"body":"He said, when you have two companies"},{"startTime":1450.15,"endTime":1452.774,"body":"that are competitors in the same industry,"},{"startTime":1452.942,"endTime":1454.92,"body":"that's called a conflict of interest."},{"startTime":1455.67,"endTime":1459.55,"body":"But when you have three, that's called a practice."},{"startTime":1460.65,"endTime":1461.374,"body":"Right."},{"startTime":1461.532,"endTime":1464.938,"body":"And it was at the same time that we had Red"},{"startTime":1464.964,"endTime":1467.402,"body":"Bull as a client and we're doing a bunch of analytics"},{"startTime":1467.426,"endTime":1470.51,"body":"and Facebook ads for Red Bull across 91 different countries."},{"startTime":1470.57,"endTime":1470.866,"body":"Right."},{"startTime":1470.928,"endTime":1472.258,"body":"They did lots of cool stuff."},{"startTime":1472.284,"endTime":1474.626,"body":"I love visiting with them and their headquarters"},{"startTime":1474.758,"endTime":1476.702,"body":"or the US headquarters in Santa Monica."},{"startTime":1476.726,"endTime":1478.706,"body":"I would go and drink Red Bull."},{"startTime":1478.718,"endTime":1480.154,"body":"They had Red Bull fridges in every"},{"startTime":1480.192,"endTime":1481.55,"body":"single one of the conference rooms."},{"startTime":1481.61,"endTime":1483.094,"body":"I go there and not sleep for three days"},{"startTime":1483.132,"endTime":1485.63,"body":"because I was drinking all the different rent Bulls."},{"startTime":1485.81,"endTime":1488.47,"body":"But at the same time we had Red Bull."},{"startTime":1488.91,"endTime":1491.186,"body":"We also got Monster and Rockstar"},{"startTime":1491.258,"endTime":1492.72,"body":"clients at the same time."},{"startTime":1493.53,"endTime":1495.72,"body":"That's an agency for you right there."},{"startTime":1496.17,"endTime":1499.498,"body":"The beauty was just those three clients is"},{"startTime":1499.524,"endTime":1503.16,"body":"enough to build a seven figure agency. Right. Nice."},{"startTime":1505.87,"endTime":1508.922,"body":"Sorry to interrupt you there, Dennis, but one question"},{"startTime":1508.996,"endTime":1512.298,"body":"that we automatically went into was the marketing."},{"startTime":1512.334,"endTime":1516.194,"body":"And you being a thought leader is really all"},{"startTime":1516.232,"endTime":1519.53,"body":"the marketing that you've ever needed, which is incredible."},{"startTime":1520.51,"endTime":1523.118,"body":"And that's how things are working for you."},{"startTime":1523.144,"endTime":1526.442,"body":"But if we can just quickly shed some light on"},{"startTime":1526.576,"endTime":1529.694,"body":"how your sales process works when you're closing these big"},{"startTime":1529.732,"endTime":1533.21,"body":"deals, is there a process to that madness?"},{"startTime":1535.91,"endTime":1537.582,"body":"Let me talk about that a little bit."},{"startTime":1537.656,"endTime":1538.87,"body":"They all can qualify."},{"startTime":1538.93,"endTime":1541.482,"body":"So this is where 100 day comes in. Okay?"},{"startTime":1541.556,"endTime":1542.718,"body":"So if you have something"},{"startTime":1542.804,"endTime":1545.626,"body":"interesting to say, something worthwhile."},{"startTime":1545.818,"endTime":1549.342,"body":"So let's say that I have an article and"},{"startTime":1549.356,"endTime":1550.83,"body":"you can Google it and see this is true."},{"startTime":1550.88,"endTime":1554.478,"body":"I have an article in the La Times talking about"},{"startTime":1554.624,"endTime":1557.478,"body":"what is Disney and Hollywood and other movie Studios going"},{"startTime":1557.504,"endTime":1560.886,"body":"to do with Facebook to release their films, to do"},{"startTime":1561.008,"endTime":1563.814,"body":"whatever or what is a fan worth all this stuff?"},{"startTime":1563.852,"endTime":1566.274,"body":"Ron, what do we do about Facebook is this"},{"startTime":1566.312,"endTime":1568.542,"body":"new marketing vehicle where anybody can come in and"},{"startTime":1568.556,"endTime":1572.058,"body":"release the film or become famous or whatnot. Right."},{"startTime":1572.204,"endTime":1576.226,"body":"So the La Times interviewed me and I took that article"},{"startTime":1576.418,"endTime":1579.342,"body":"and then I boosted it a dollar a day for all"},{"startTime":1579.356,"endTime":1581.982,"body":"the people that work at The Washington Post, that work at"},{"startTime":1581.996,"endTime":1584.226,"body":"The New York Times, that work at NPR, that work at"},{"startTime":1584.228,"endTime":1586.4,"body":"the Chicago Tribune, that work at Fox News."},{"startTime":1587.03,"endTime":1589.018,"body":"Google me on any of these other outlets."},{"startTime":1589.054,"endTime":1592.362,"body":"People like Dennisu Washington Post or whatever it is"},{"startTime":1592.376,"endTime":1595.342,"body":"you'll see articles I have and videos where I'm"},{"startTime":1595.366,"endTime":1597.114,"body":"on TV and the radio and all this."},{"startTime":1597.152,"endTime":1598.22,"body":"And you know why?"},{"startTime":1598.79,"endTime":1602.11,"body":"It's because I use dollar a day to target the journalists"},{"startTime":1602.23,"endTime":1607.638,"body":"who work at The Washington Post, not who you are."},{"startTime":1607.664,"endTime":1610.47,"body":"Fans of The Washington Post we work at."},{"startTime":1610.58,"endTime":1612.198,"body":"So dollar a day has been"},{"startTime":1612.224,"endTime":1614.54,"body":"my secret weapon this entire time."},{"startTime":1615.05,"endTime":1617.574,"body":"You can do this as geotargeting and"},{"startTime":1617.672,"endTime":1619.342,"body":"people who are at these offices."},{"startTime":1619.426,"endTime":1621.858,"body":"They'll see your ads and who"},{"startTime":1621.884,"endTime":1623.25,"body":"Dennis is and things like that."},{"startTime":1623.3,"endTime":1624.294,"body":"That's incredible, man."},{"startTime":1624.332,"endTime":1627.286,"body":"That's such an amazing strategy."},{"startTime":1627.418,"endTime":1632.814,"body":"And tell me that you're a true agency person because"},{"startTime":1632.972,"endTime":1641.806,"body":"it's incredible marketing ideas that use them and you're using"},{"startTime":1641.868,"endTime":1644.962,"body":"top of the food chain marketing idea over here."},{"startTime":1645.096,"endTime":1646.702,"body":"So when it comes down to closing a"},{"startTime":1646.716,"endTime":1649.106,"body":"deal, how does that process look like, Dennis?"},{"startTime":1649.178,"endTime":1650.678,"body":"Do you have a sales team supporting"},{"startTime":1650.714,"endTime":1652.39,"body":"you in the back end as well?"},{"startTime":1652.56,"endTime":1655.622,"body":"We'll refer to other partners, but because we rely"},{"startTime":1655.646,"endTime":1658.75,"body":"upon an inbound strategy instead of outbound cold call"},{"startTime":1658.86,"endTime":1660.97,"body":"appointment setting, we don't do any of that."},{"startTime":1661.14,"endTime":1664.618,"body":"By the time they come to us, they want to work with us."},{"startTime":1664.764,"endTime":1667.714,"body":"They know that if we're working with, say,"},{"startTime":1667.812,"endTime":1670.538,"body":"Ashley Furniture and they're the world's largest furniture"},{"startTime":1670.574,"endTime":1674.038,"body":"retailer, they're bigger than Ikea because they have"},{"startTime":1674.064,"endTime":1675.562,"body":"more locations and all this."},{"startTime":1675.696,"endTime":1679.426,"body":"They already know there's not going to"},{"startTime":1679.428,"endTime":1681.514,"body":"be an issue with budget, right?"},{"startTime":1681.672,"endTime":1683.842,"body":"There's not going to be an issue."},{"startTime":1683.976,"endTime":1685.858,"body":"How are you different from these other people?"},{"startTime":1685.944,"endTime":1688.654,"body":"You see the difference between cold and warm, right?"},{"startTime":1688.692,"endTime":1689.99,"body":"If it's inbound and it's warm"},{"startTime":1690.05,"endTime":1691.142,"body":"and you already have authority."},{"startTime":1691.226,"endTime":1693.01,"body":"By the time they talk to someone like me,"},{"startTime":1693.12,"endTime":1696.614,"body":"they view this as a consultation that's super valuable."},{"startTime":1696.662,"endTime":1698.914,"body":"And usually by the time it comes to having"},{"startTime":1698.952,"endTime":1701.28,"body":"a conversation with me, they paid for that."},{"startTime":1702.03,"endTime":1704.062,"body":"They pay to have an opportunity to talk to"},{"startTime":1704.076,"endTime":1706.462,"body":"me when really, I guess you could call it"},{"startTime":1706.476,"endTime":1708.754,"body":"a sales call, but I'm like an emergency room"},{"startTime":1708.792,"endTime":1711.37,"body":"surgeon where I'm diagnosing what's going on."},{"startTime":1711.42,"endTime":1712.21,"body":"Yeah, right."},{"startTime":1712.32,"endTime":1714.958,"body":"It's sort of like when you go hire a"},{"startTime":1714.984,"endTime":1717.97,"body":"really good lawyer, you really can't talk to them"},{"startTime":1718.02,"endTime":1722.434,"body":"unless you've paid for the initial consultation and for"},{"startTime":1722.472,"endTime":1725.278,"body":"an hour or 15 minutes of their time."},{"startTime":1725.424,"endTime":1727.354,"body":"So I can totally relate to that."},{"startTime":1727.392,"endTime":1730.99,"body":"And it's perfect that you bring that process inside the"},{"startTime":1731.1,"endTime":1735.718,"body":"agency world because as digital marketing agency owners, a lot"},{"startTime":1735.744,"endTime":1739.378,"body":"of us small start out from our home offices or"},{"startTime":1739.404,"endTime":1741.406,"body":"dining room tables and things like that."},{"startTime":1741.528,"endTime":1744.13,"body":"And some of these things are really far fetched to us."},{"startTime":1744.18,"endTime":1748.39,"body":"But there's definitely ways Dennis has done it."},{"startTime":1748.5,"endTime":1752.362,"body":"And we have friends like Josh Nelson, who is"},{"startTime":1752.376,"endTime":1755.59,"body":"doing a great job at similar type of marketing."},{"startTime":1755.91,"endTime":1759.154,"body":"So it's definitely something to think about, guys."},{"startTime":1759.252,"endTime":1762.262,"body":"And so my last question in this realm to"},{"startTime":1762.276,"endTime":1765.706,"body":"you, Dennis, is you mentioned just a while back,"},{"startTime":1765.828,"endTime":1768.418,"body":"there's one client who stay stuck around for five"},{"startTime":1768.444,"endTime":1769.558,"body":"and a half years with you."},{"startTime":1769.584,"endTime":1772.706,"body":"So you're obviously doing a great job at retention."},{"startTime":1772.838,"endTime":1774.862,"body":"We want to bring in these clients and we"},{"startTime":1774.876,"endTime":1776.818,"body":"want to retain them for as long as possible."},{"startTime":1776.904,"endTime":1778.186,"body":"So how is that process?"},{"startTime":1778.308,"endTime":1780.59,"body":"Do you have account managers who are responsible"},{"startTime":1780.65,"endTime":1783.034,"body":"for making sure these accounts stay with you"},{"startTime":1783.132,"endTime":1785.314,"body":"years over years and months over month?"},{"startTime":1785.412,"endTime":1786.838,"body":"How's that process working?"},{"startTime":1786.984,"endTime":1790.03,"body":"So first off, you have to deliver performance, right?"},{"startTime":1790.14,"endTime":1791.926,"body":"Even if they like you and all this, if you"},{"startTime":1791.928,"endTime":1793.98,"body":"don't deliver the results, we're going to fire you."},{"startTime":1794.67,"endTime":1798.034,"body":"We believe the account manager and I think before we"},{"startTime":1798.072,"endTime":1799.954,"body":"hit record, we agree on some of the same things."},{"startTime":1799.992,"endTime":1803.678,"body":"We believe the account manager is a mini agency owner."},{"startTime":1803.834,"endTime":1807.614,"body":"So we call them entrepreneurs instead of IRS"},{"startTime":1807.782,"endTime":1809.782,"body":"because they're running their own little business."},{"startTime":1809.916,"endTime":1810.25,"body":"Right."},{"startTime":1810.3,"endTime":1812.258,"body":"There's revenue and there's cost and there's"},{"startTime":1812.294,"endTime":1814.502,"body":"team members and there's campaigns and communicate."},{"startTime":1814.526,"endTime":1816.694,"body":"They're really running a little business. Right."},{"startTime":1816.852,"endTime":1819.142,"body":"And so we want to empower them."},{"startTime":1819.276,"endTime":1821.782,"body":"Kind of like if you're McDonald's and you have"},{"startTime":1821.796,"endTime":1823.678,"body":"all these different franchises, you have to have the"},{"startTime":1823.704,"endTime":1826.618,"body":"SOPs so that when someone who they want to"},{"startTime":1826.644,"endTime":1828.886,"body":"open their own McDonald's, maybe McDonald's is not a"},{"startTime":1828.888,"endTime":1830.818,"body":"good example because people will complain about the food."},{"startTime":1830.844,"endTime":1833.866,"body":"But the point is consistency. Right."},{"startTime":1833.988,"endTime":1835.618,"body":"And people are trained up."},{"startTime":1835.704,"endTime":1838.318,"body":"This is how exactly we do everything"},{"startTime":1838.464,"endTime":1841.042,"body":"here, then it's like training wheels, so"},{"startTime":1841.056,"endTime":1842.83,"body":"they're less likely to fall down."},{"startTime":1843.0,"endTime":1846.202,"body":"So here's the report that we send them every week."},{"startTime":1846.336,"endTime":1847.586,"body":"It's in this kind of format."},{"startTime":1847.658,"endTime":1849.6,"body":"It's generated in a certain way."},{"startTime":1849.99,"endTime":1852.658,"body":"Call them and walk them through for"},{"startTime":1852.684,"endTime":1853.918,"body":"five minutes on what this is."},{"startTime":1853.944,"endTime":1857.002,"body":"And every month or every quarter, send them"},{"startTime":1857.016,"endTime":1858.682,"body":"the success factor, which is a more in"},{"startTime":1858.696,"endTime":1861.022,"body":"depth piece talking about what's going on and"},{"startTime":1861.036,"endTime":1864.97,"body":"the bigger plans, the strategy level, tactical level."},{"startTime":1865.08,"endTime":1869.222,"body":"So all the training to empower a lot of young adults"},{"startTime":1869.366,"endTime":1872.782,"body":"and house moms and other people that they want to be"},{"startTime":1872.796,"endTime":1875.294,"body":"entrepreneurs and they want to start an agency, but they realize"},{"startTime":1875.342,"endTime":1879.238,"body":"that they need to progress as an apprentice in a way"},{"startTime":1879.264,"endTime":1882.958,"body":"where they're learning instead of trying to start an agency all"},{"startTime":1882.984,"endTime":1886.39,"body":"by themselves, fresh out of College with no skill, no experience,"},{"startTime":1886.5,"endTime":1890.242,"body":"no brand, no team members. Good luck. Right."},{"startTime":1890.376,"endTime":1893.746,"body":"So account manager is really that's a starting"},{"startTime":1893.808,"endTime":1895.21,"body":"point for a lot of these people."},{"startTime":1895.26,"endTime":1898.954,"body":"You think and you guys give them this training"},{"startTime":1899.052,"endTime":1903.598,"body":"and almost like a franchise model that you guys"},{"startTime":1903.624,"endTime":1906.322,"body":"have given them with all the steps and all"},{"startTime":1906.336,"endTime":1908.486,"body":"the blueprints and they go in and execute."},{"startTime":1908.558,"endTime":1910.658,"body":"Is there like a Commission structure"},{"startTime":1910.694,"endTime":1912.166,"body":"tied to their salaries as well?"},{"startTime":1912.228,"endTime":1914.158,"body":"Dennis, in this model, we don't do any"},{"startTime":1914.184,"endTime":1916.114,"body":"kind of Commission because that would eventually turn"},{"startTime":1916.152,"endTime":1918.314,"body":"into an MLM or network marketing."},{"startTime":1918.362,"endTime":1921.818,"body":"I have no qualms against MLM."},{"startTime":1921.974,"endTime":1925.462,"body":"But the point is anyone who joins our program or"},{"startTime":1925.536,"endTime":1928.682,"body":"even goes through our training has to believe in mentorship,"},{"startTime":1928.826,"endTime":1930.91,"body":"meaning you learn yourself and then you're going to pass"},{"startTime":1930.96,"endTime":1933.382,"body":"it down to other people and train them up and"},{"startTime":1933.396,"endTime":1935.014,"body":"they're going to train up other people."},{"startTime":1935.112,"endTime":1936.982,"body":"And that's how you set up things."},{"startTime":1937.176,"endTime":1940.094,"body":"If you have people that don't believe in documenting"},{"startTime":1940.142,"endTime":1942.142,"body":"what they're doing and sharing it and publishing it."},{"startTime":1942.156,"endTime":1943.318,"body":"And we have a particular way."},{"startTime":1943.404,"endTime":1945.418,"body":"We like to build case studies and we like to"},{"startTime":1945.444,"endTime":1949.442,"body":"teach and whatnot that's actually key to our inbound marketing"},{"startTime":1949.466,"endTime":1952.102,"body":"as well, because when we drive great results for a"},{"startTime":1952.116,"endTime":1954.454,"body":"client, then we want to be able to publish that."},{"startTime":1954.492,"endTime":1956.758,"body":"So then we can put it on platforms where"},{"startTime":1956.784,"endTime":1959.1,"body":"other people can see exactly how that's done."},{"startTime":1960.75,"endTime":1961.826,"body":"That's incredible."},{"startTime":1961.958,"endTime":1966.658,"body":"And we all always talk about paying these"},{"startTime":1966.684,"endTime":1970.966,"body":"account managers more and performance based salary stuff."},{"startTime":1971.088,"endTime":1972.802,"body":"You don't think of the other side of the"},{"startTime":1972.816,"endTime":1978.998,"body":"equation where giving back and leading from moral authority"},{"startTime":1979.154,"endTime":1981.274,"body":"and things like that inside the agency world."},{"startTime":1981.312,"endTime":1983.03,"body":"So that's a really fresh perspective."},{"startTime":1983.09,"endTime":1984.67,"body":"I really enjoyed it."},{"startTime":1984.84,"endTime":1988.378,"body":"My last question, Dennis, to you would be"},{"startTime":1988.464,"endTime":1991.15,"body":"to find out you're doing these incredible things."},{"startTime":1991.2,"endTime":1993.226,"body":"You're working with these dream points."},{"startTime":1993.408,"endTime":1996.478,"body":"A lot of us agency owners would kill to"},{"startTime":1996.504,"endTime":2001.458,"body":"get to what's been the why behind building the"},{"startTime":2001.484,"endTime":2005.842,"body":"Dennis Hue brand or building out Blitz metrics?"},{"startTime":2005.986,"endTime":2008.298,"body":"What's the real core reason behind it?"},{"startTime":2008.444,"endTime":2012.582,"body":"So it's been mentorship for 30 something years."},{"startTime":2012.776,"endTime":2016.35,"body":"And every opportunity that I've ever had, every"},{"startTime":2016.4,"endTime":2019.482,"body":"success I've ever had has been because a"},{"startTime":2019.496,"endTime":2021.234,"body":"mentor opened the door for me."},{"startTime":2021.392,"endTime":2023.266,"body":"And it wasn't because I was smart."},{"startTime":2023.338,"endTime":2025.734,"body":"It wasn't because I work really hard."},{"startTime":2025.772,"endTime":2027.714,"body":"Of course I worked hard, right?"},{"startTime":2027.872,"endTime":2029.658,"body":"But there are a lot of people that are"},{"startTime":2029.684,"endTime":2031.53,"body":"smarter, a lot of people that are just better."},{"startTime":2031.58,"endTime":2034.35,"body":"Just a lot of people that just I'm pretty good."},{"startTime":2034.4,"endTime":2037.566,"body":"But everything I've ever had was because someone"},{"startTime":2037.628,"endTime":2039.342,"body":"else believed in me and they gave me"},{"startTime":2039.356,"endTime":2042.198,"body":"an opportunity which arguably wasn't even fair and"},{"startTime":2042.224,"endTime":2044.3,"body":"maybe I didn't even deserve it. Right."},{"startTime":2044.69,"endTime":2047.01,"body":"And I want to provide that"},{"startTime":2047.06,"endTime":2049.661,"body":"same opportunity for other people."},{"startTime":2049.856,"endTime":2052.35,"body":"And while I have mentored a lot of people"},{"startTime":2052.4,"endTime":2054.846,"body":"one on one for the last 30 years, because"},{"startTime":2054.967,"endTime":2057.621,"body":"at the heart, I'm a teacher, I'm a tutor. I'm a coach."},{"startTime":2057.646,"endTime":2058.641,"body":"I'm a cheerleader."},{"startTime":2058.726,"endTime":2060.174,"body":"I want to see other people learn something."},{"startTime":2060.212,"endTime":2061.038,"body":"I want to see people win."},{"startTime":2061.063,"endTime":2062.793,"body":"I don't want to just hand them the fish."},{"startTime":2062.842,"endTime":2064.94,"body":"I want to teach them the fish. Right."},{"startTime":2065.87,"endTime":2068.574,"body":"But there's only so much I could do as one"},{"startTime":2068.612,"endTime":2074.914,"body":"person because you have, like these mentorship things where informally"},{"startTime":2074.962,"endTime":2077.434,"body":"you might mentor two or three other agency owners."},{"startTime":2077.482,"endTime":2077.766,"body":"Right."},{"startTime":2077.828,"endTime":2079.17,"body":"And we do a lot of that."},{"startTime":2079.34,"endTime":2082.46,"body":"But what if there were a larger program"},{"startTime":2082.79,"endTime":2085.121,"body":"that work together with the school system?"},{"startTime":2085.196,"endTime":2086.634,"body":"So it's not that the University system"},{"startTime":2086.672,"endTime":2088.217,"body":"is a scam or whatever it is."},{"startTime":2088.244,"endTime":2090.474,"body":"But what if you could go to College"},{"startTime":2090.632,"endTime":2093.342,"body":"and you could also get work experience at"},{"startTime":2093.356,"endTime":2095.286,"body":"the same time adopting a local business."},{"startTime":2095.348,"endTime":2097.566,"body":"So your student, for example, at the University of"},{"startTime":2097.568,"endTime":2100.65,"body":"the Sunshine Coast, my friend Doctor Karen Sutherland, has"},{"startTime":2100.7,"endTime":2103.794,"body":"hundreds of students every year that goes through their"},{"startTime":2103.832,"endTime":2105.702,"body":"degree for social media and PR."},{"startTime":2105.836,"endTime":2107.562,"body":"But while they do that, they go through our"},{"startTime":2107.576,"endTime":2110.41,"body":"training program and they adopt local businesses and implement"},{"startTime":2110.53,"endTime":2113.142,"body":"dollar a day, implement 1 minute video."},{"startTime":2113.276,"endTime":2115.854,"body":"And they have to meet with their clients every week"},{"startTime":2115.892,"endTime":2117.474,"body":"and say, this is how our stuff is doing."},{"startTime":2117.512,"endTime":2119.526,"body":"They have to learn communication skills. Right."},{"startTime":2119.588,"endTime":2123.274,"body":"By running many agencies or at Emsen"},{"startTime":2123.322,"endTime":2125.982,"body":"College or LDS Business College, University of"},{"startTime":2125.996,"endTime":2127.894,"body":"San Diego, University of Louisville."},{"startTime":2127.942,"endTime":2130.426,"body":"Other students and all these other universities"},{"startTime":2130.558,"endTime":2133.234,"body":"are running micro agencies, student run agencies"},{"startTime":2133.282,"endTime":2134.766,"body":"while they're still in school."},{"startTime":2134.948,"endTime":2136.614,"body":"I just love seeing that. Right."},{"startTime":2136.652,"endTime":2139.618,"body":"We donate our time, we donate guest lecture."},{"startTime":2139.654,"endTime":2140.646,"body":"We donate our training."},{"startTime":2140.708,"endTime":2142.966,"body":"We donate all the stuff to all these universities."},{"startTime":2143.038,"endTime":2144.294,"body":"And I just love seeing that because"},{"startTime":2144.332,"endTime":2146.046,"body":"a lot of these folks, they're starting"},{"startTime":2146.108,"endTime":2148.794,"body":"their agencies while they're still in school."},{"startTime":2148.952,"endTime":2151.002,"body":"And so by the time they graduate, who do you"},{"startTime":2151.016,"endTime":2152.794,"body":"think is going to do better in digital marketing?"},{"startTime":2152.842,"endTime":2154.77,"body":"Someone who's been doing it for several years"},{"startTime":2154.82,"endTime":2158.278,"body":"and has real experience and has referenceable clients"},{"startTime":2158.434,"endTime":2162.594,"body":"or someone who has a resume that says"},{"startTime":2162.632,"endTime":2164.382,"body":"they took these classes that has a couple"},{"startTime":2164.396,"endTime":2167.158,"body":"of recommendations, maybe they had some internships."},{"startTime":2167.254,"endTime":2169.498,"body":"But, you know, these internships are usually garbage."},{"startTime":2169.594,"endTime":2170.106,"body":"Right."},{"startTime":2170.228,"endTime":2171.522,"body":"Because they're not structured because"},{"startTime":2171.536,"endTime":2172.59,"body":"they didn't really achieve anything."},{"startTime":2172.64,"endTime":2174.342,"body":"They're just doing menial tasks like"},{"startTime":2174.356,"endTime":2176.682,"body":"making copies and getting coffee. Right."},{"startTime":2176.816,"endTime":2179.418,"body":"Versus someone in our program who has actually done this"},{"startTime":2179.444,"endTime":2182.194,"body":"and followed our whole process and drove leads and drove"},{"startTime":2182.242,"endTime":2184.942,"body":"sales and drove some kind of real business results."},{"startTime":2185.026,"endTime":2186.538,"body":"And they're leading digital marketing."},{"startTime":2186.574,"endTime":2188.17,"body":"They're leading the social media marketing."},{"startTime":2188.23,"endTime":2189.15,"body":"They have a plan."},{"startTime":2189.26,"endTime":2191.862,"body":"They have a playbook, you know, like"},{"startTime":2191.876,"endTime":2194.434,"body":"the playbook could be with Jake Paul."},{"startTime":2194.482,"endTime":2195.418,"body":"This is the training that Jake"},{"startTime":2195.454,"endTime":2196.458,"body":"Paul and I made together."},{"startTime":2196.544,"endTime":2197.73,"body":"He came to me and said,"},{"startTime":2197.84,"endTime":2199.23,"body":"let's create a training program."},{"startTime":2199.34,"endTime":2201.2,"body":"No, he did. Right."},{"startTime":2201.59,"endTime":2203.658,"body":"And my friend Terry Marshall, this is"},{"startTime":2203.684,"endTime":2205.882,"body":"the number one book in Facebook advertising."},{"startTime":2205.966,"endTime":2207.642,"body":"It's always the number one."},{"startTime":2207.836,"endTime":2209.442,"body":"My friend Perry Marshall. Right."},{"startTime":2209.576,"endTime":2211.098,"body":"And I got a bunch of stuff in here."},{"startTime":2211.184,"endTime":2214.074,"body":"It talks about dollar a day inside this book."},{"startTime":2214.112,"endTime":2217.11,"body":"It talks about how do you do this incredible."},{"startTime":2217.61,"endTime":2219.498,"body":"And the same thing for Google Ads and the"},{"startTime":2219.524,"endTime":2221.154,"body":"same thing for TikTok and the same thing for"},{"startTime":2221.192,"endTime":2224.394,"body":"all that we're providing the formula that we know"},{"startTime":2224.432,"endTime":2226.702,"body":"that works with all the leaders."},{"startTime":2226.726,"endTime":2229.054,"body":"So it could be Josh Nelson, it could be JC Height,"},{"startTime":2229.102,"endTime":2231.586,"body":"it could be our friends at GoDaddy or HubSpot or Fiverr."},{"startTime":2231.718,"endTime":2233.586,"body":"So we're all on the same page"},{"startTime":2233.648,"endTime":2235.41,"body":"because we want to create jobs."},{"startTime":2236.45,"endTime":2239.374,"body":"That's my mission is to create a million jobs."},{"startTime":2239.542,"endTime":2241.518,"body":"That's why we partner with my friend"},{"startTime":2241.544,"endTime":2243.51,"body":"John Jonas, who runs onlinejobs PH."},{"startTime":2243.56,"endTime":2245.094,"body":"So in the Philippines, he's got 2 million"},{"startTime":2245.132,"endTime":2247.998,"body":"Filipinos on the world's largest VA site. Right."},{"startTime":2248.144,"endTime":2250.674,"body":"Our training is in there, right? Yeah."},{"startTime":2250.712,"endTime":2252.79,"body":"That's such a holistic approach."},{"startTime":2252.97,"endTime":2257.478,"body":"It's been so powerful learning from you, Dennis, today I know"},{"startTime":2257.504,"endTime":2260.84,"body":"you're going to be a part of the ad world."},{"startTime":2261.83,"endTime":2264.174,"body":"That's coming up in the start of May,"},{"startTime":2264.212,"endTime":2267.306,"body":"I believe you're speaking in which track do"},{"startTime":2267.308,"endTime":2269.96,"body":"you know or what topic you're talking about?"},{"startTime":2270.59,"endTime":2271.674,"body":"What's going on there?"},{"startTime":2271.772,"endTime":2275.12,"body":"We're talking about the content factory content."},{"startTime":2275.57,"endTime":2279.234,"body":"If you're an agency owner, if you're an expert or"},{"startTime":2279.272,"endTime":2282.56,"body":"some figurehead in some way, how do you do things"},{"startTime":2283.25,"endTime":2286.198,"body":"like our friends at Rep Stack here doing these podcasts,"},{"startTime":2286.234,"endTime":2288.246,"body":"how do you take long form video?"},{"startTime":2288.428,"endTime":2290.19,"body":"Could be a Zoom call. Right."},{"startTime":2290.36,"endTime":2292.222,"body":"And turn it into lots and lots"},{"startTime":2292.246,"endTime":2294.718,"body":"of little pieces that build your authority."},{"startTime":2294.874,"endTime":2297.738,"body":"How do you cut it into 1 minute videos and"},{"startTime":2297.764,"endTime":2299.586,"body":"then run ads against it for a dollar day."},{"startTime":2299.648,"endTime":2302.034,"body":"How do you process this content? Right."},{"startTime":2302.072,"endTime":2304.974,"body":"Jonathan Banister talked about this at our seven"},{"startTime":2305.012,"endTime":2308.18,"body":"figure agency Mastermind in Miami last month."},{"startTime":2308.57,"endTime":2310.518,"body":"He's got a large team of VAS that"},{"startTime":2310.544,"endTime":2313.722,"body":"repurpose content and do operational back end things."},{"startTime":2313.856,"endTime":2315.798,"body":"So we're talking about how do you do content at"},{"startTime":2315.824,"endTime":2319.734,"body":"scale, what you call the content factory, whether there's just"},{"startTime":2319.772,"endTime":2322.702,"body":"one worker in your factory, let's say it's a freelancer"},{"startTime":2322.726,"endTime":2324.762,"body":"on Upwork or a VA, you have on one of"},{"startTime":2324.776,"endTime":2327.31,"body":"the sites all the way up to teams of VAS"},{"startTime":2327.37,"endTime":2328.83,"body":"where there are hundreds of VAS."},{"startTime":2329.15,"endTime":2331.05,"body":"But if you want to grow your business,"},{"startTime":2331.22,"endTime":2333.282,"body":"you need to have content and you need"},{"startTime":2333.296,"endTime":2335.158,"body":"to run ads that don't look like ads."},{"startTime":2335.254,"endTime":2337.282,"body":"So that's what we're talking about for AdWord."},{"startTime":2337.426,"endTime":2338.638,"body":"That's incredible."},{"startTime":2338.794,"endTime":2341.518,"body":"Josh and I are going to be in the growth"},{"startTime":2341.614,"endTime":2346.434,"body":"track there, talking about the importance of getting your own"},{"startTime":2346.472,"endTime":2350.922,"body":"marketing kick started, whichever method that might be having a"},{"startTime":2350.936,"endTime":2354.226,"body":"sales Department for your own agency and then for retention,"},{"startTime":2354.298,"endTime":2356.154,"body":"account managers and things like that."},{"startTime":2356.312,"endTime":2358.53,"body":"Edwin is on May 2 and third."},{"startTime":2358.58,"endTime":2361.806,"body":"So if you guys want to catch Dennis talk about"},{"startTime":2361.868,"endTime":2365.022,"body":"this amazing content engine, I know, I'm excited about it."},{"startTime":2365.036,"endTime":2366.62,"body":"I'm not going to be missing that."},{"startTime":2366.95,"endTime":2369.57,"body":"But it's such a beautiful thing."},{"startTime":2369.62,"endTime":2372.222,"body":"If you're wanting to create a career inside"},{"startTime":2372.296,"endTime":2375.178,"body":"digital marketing, you reach out to Dennis."},{"startTime":2375.214,"endTime":2376.698,"body":"If you want to take your business to the"},{"startTime":2376.724,"endTime":2381.618,"body":"next level, you reach out to Dennis and a"},{"startTime":2381.644,"endTime":2383.706,"body":"complete holistic view from start to finish."},{"startTime":2383.768,"endTime":2387.09,"body":"So, Dennis, thank you so much for being on our show."},{"startTime":2387.2,"endTime":2391.59,"body":"I'm sure this is going to be an amazing hit episode."},{"startTime":2392.39,"endTime":2395.214,"body":"Anything before you want to head out and get"},{"startTime":2395.252,"endTime":2399.198,"body":"back to your Vegas weather to create jobs, which"},{"startTime":2399.224,"endTime":2401.202,"body":"is the thing that's valuable to me."},{"startTime":2401.396,"endTime":2404.85,"body":"We need to employ agency owners to be able to grow."},{"startTime":2405.02,"endTime":2407.074,"body":"So partnering with guys like you and Josh"},{"startTime":2407.122,"endTime":2409.926,"body":"Nelson and other people are key to being"},{"startTime":2409.988,"endTime":2412.146,"body":"able to put training programs in place."},{"startTime":2412.328,"endTime":2415.518,"body":"Some agencies, they're happy to go through a lot"},{"startTime":2415.544,"endTime":2417.858,"body":"of the training that we have here, but some"},{"startTime":2417.884,"endTime":2419.878,"body":"agencies, they want to go a little bit further."},{"startTime":2420.034,"endTime":2421.986,"body":"And so agencies that we partner with because we"},{"startTime":2421.988,"endTime":2423.282,"body":"have a lot of these leads that come in"},{"startTime":2423.296,"endTime":2424.446,"body":"because we produce a lot of training."},{"startTime":2424.508,"endTime":2426.318,"body":"So a lot of leads come our way, and"},{"startTime":2426.344,"endTime":2428.194,"body":"we don't want to service them through our agency."},{"startTime":2428.242,"endTime":2429.918,"body":"The only reason we did an agency was to"},{"startTime":2429.944,"endTime":2433.326,"body":"demonstrate that the principles that we teach actually work."},{"startTime":2433.508,"endTime":2435.202,"body":"So we farm a lot of leads"},{"startTime":2435.226,"endTime":2437.074,"body":"to different agencies in different areas."},{"startTime":2437.182,"endTime":2439.218,"body":"So we have an agency that does real"},{"startTime":2439.244,"endTime":2441.738,"body":"estate agents, one that does dentists, one that"},{"startTime":2441.764,"endTime":2444.874,"body":"does home services, one that does veterinarians."},{"startTime":2445.042,"endTime":2448.554,"body":"So we love partnering with other agencies where they"},{"startTime":2448.592,"endTime":2451.054,"body":"give us a little piece of the revenue."},{"startTime":2451.102,"endTime":2452.818,"body":"In exchange, we lend our authority"},{"startTime":2452.854,"endTime":2454.1,"body":"and we help them grow."},{"startTime":2454.43,"endTime":2456.258,"body":"So that's one of my favorite things to do because"},{"startTime":2456.284,"endTime":2458.814,"body":"then I can actually get involved and I can see"},{"startTime":2458.852,"endTime":2461.386,"body":"what their operations are and help them scale."},{"startTime":2461.518,"endTime":2464.25,"body":"That's exciting and that would be such a pleasure."},{"startTime":2465.95,"endTime":2468.87,"body":"Guys like on our side and your side."},{"startTime":2468.92,"endTime":2471.966,"body":"If we can collaborate on something, we're actively working"},{"startTime":2472.028,"endTime":2475.194,"body":"on building out our agency growth tracks which is"},{"startTime":2475.352,"endTime":2479.382,"body":"blueprints for agency owners to execute step by step."},{"startTime":2479.516,"endTime":2482.098,"body":"And a lot of your stuff I know would come in handy"},{"startTime":2482.134,"endTime":2485.742,"body":"so you can count on us having a conversation about that."},{"startTime":2485.756,"endTime":2488.602,"body":"Yeah, it's simply building authority in the niche."},{"startTime":2488.686,"endTime":2489.186,"body":"Right."},{"startTime":2489.308,"endTime":2492.166,"body":"So if you're Danny Burrell and you do decorative"},{"startTime":2492.238,"endTime":2494.622,"body":"concrete Then you need to be the guy so"},{"startTime":2494.636,"endTime":2497.958,"body":"that everyone who does that wants to work with"},{"startTime":2497.984,"endTime":2499.458,"body":"you Because they see all the clients you have"},{"startTime":2499.484,"endTime":2501.142,"body":"and you have what we call a Lighthouse."},{"startTime":2501.226,"endTime":2504.078,"body":"The Lighthouse is whoever the top player is and"},{"startTime":2504.104,"endTime":2506.73,"body":"you create lots and lots of content around them"},{"startTime":2506.78,"endTime":2508.722,"body":"and you elevate whoever that person is."},{"startTime":2508.796,"endTime":2511.422,"body":"So what we did in pro sports was I elevated the"},{"startTime":2511.436,"endTime":2514.038,"body":"chief marketing officer at the golden state Warriors And I put"},{"startTime":2514.064,"endTime":2518.418,"body":"them on stage and interviewed him and made him look good"},{"startTime":2518.444,"endTime":2521.43,"body":"and never talked about us because if we just talked about"},{"startTime":2521.48,"endTime":2524.61,"body":"him, elevated him, he would talk about us."},{"startTime":2524.72,"endTime":2530.49,"body":"Yeah, that's kind of what we're doing in our ad world."},{"startTime":2530.6,"endTime":2534.03,"body":"I'm interviewing one of our best clients, Josh Nelson,"},{"startTime":2534.47,"endTime":2537.99,"body":"on how his experience has been with our sales"},{"startTime":2538.04,"endTime":2541.662,"body":"associate and while we're at it, we're going to"},{"startTime":2541.676,"endTime":2543.438,"body":"talk about a few other things as well."},{"startTime":2543.584,"endTime":2545.218,"body":"But just don't make it a testimonial."},{"startTime":2545.314,"endTime":2546.874,"body":"The minute you make a testimonial,"},{"startTime":2546.922,"endTime":2549.238,"body":"people realize it's not legit."},{"startTime":2549.394,"endTime":2551.598,"body":"Yeah, I think we've done a good job on it"},{"startTime":2551.624,"endTime":2556.462,"body":"but it will be playing in our growth tracks."},{"startTime":2556.486,"endTime":2558.282,"body":"You're going to be there so let"},{"startTime":2558.296,"endTime":2560.934,"body":"me know what you think about it. Awesome, man."},{"startTime":2560.972,"endTime":2561.778,"body":"Thanks a lot, Dennis."},{"startTime":2561.814,"endTime":2563.706,"body":"It was a pleasure having you on the show, man."},{"startTime":2563.828,"endTime":2564.69,"body":"Thank you."},{"startTime":2564.86,"endTime":2566.0,"body":"We'll talk soon."},{"startTime":2567.17,"endTime":2569.914,"body":"This has been the virtual assistant the agency"},{"startTime":2569.962,"endTime":2573.438,"body":"growth Machine podcast by Azar Sadiqi Cofounder at"},{"startTime":2573.464,"endTime":2576.594,"body":"Repsat If you liked today's episode, you can"},{"startTime":2576.632,"endTime":2579.618,"body":"find more and subscribe at repstack co."},{"startTime":2579.764,"endTime":2580.69,"body":"Thank you for listening."}]}