The LFG Show
Talking with movers and shakers who grew up with nothing and worked their asses off to achieve success. Let's 🤬 Go!!!!
The LFG Show
20+ Years Experience In The Game 📈 Ian Fernando x Affiliate Takeover 🎬
🚨 NEW EPISODE JUST DROPPED: SURVIVE THE STORM, SCALE THE GAME 🚨
w/ Ian Fernando – 20+ Year Affiliate OG Now Running Game from Brazil 🇧🇷
💣 What separates the real ones from the wannabes in affiliate marketing?
🔥 20+ year vet Ian Fernando drops a masterclass in mindset, marketing psychology, and surviving the brutal highs and lows of the digital game. From millionaire months to just $400 in the bank, Ian’s seen it all — and he's still standing because he built his business on MATH, not hype.
📘 His book, The Incomplete Guide to Affiliate Marketing, isn’t some guru BS promising Lambos by Friday. It’s a field-tested blueprint rooted in data, adaptability, and straight-up mental toughness.
👁️ Whether he's tweaking a model’s eye size by a few pixels to lift conversions or diagnosing broken campaigns through subtle pixel-firing misfires, Ian brings a scientific edge that most marketers never even think about.
🖤 But this convo goes deeper.
🧠 Ian gets real about the emotional toll of the game — twice facing depression, burned out by the volatility of big wins followed by sudden losses. His wisdom on financial education, sustainable growth, and mental health is priceless for any entrepreneur in the space.
🤝 And when we say community over clout, we mean it. Ian shares how Colombiacon became a safe space for real conversations, real relationships, and leveling up — without the fake metrics and ego.
🎯 Whether you’re just starting out or 10 years deep in the game, this is the kind of episode that’ll sharpen your strategy AND your soul.
⚔️ Want to build a business that lasts?
🚫 Tired of screenshots and rented cars?
✅ Looking for something real in an industry full of fluff?
🎧 Tap in. This one’s for YOU.
🙌 Shoutout to our epic sponsors:
📞 Ringba – The GOAT of call tracking
🏠 Roofs in a Box – The virtual staffing solution changing the construction and solar game
📍 Timestamps:
0:00 – Ian Fernando's Incomplete Guide to Affiliate Marketing 📘
5:47 – The Ups and Downs of Affiliate Marketing 📉📈
16:22 – Financial Education and Handling Success 💰🧠
21:35 – Roofs in a Box: Business Solution 🏠💻
26:39 – Marketing Psychology and Mathematical Strategies 🧮🧠
33:31 – The Value of Colombiacon's Community 🌎🤝
39:23 – Life in Brazil and Final Thoughts 🇧🇷🌴
#LFG 💪 #AffiliateBeast 🧠 #NoMoneyNoHoney 🍯 #Colombiacon 🌎
LFG bon dia, check it out. I want to make Ian Fernando the guy from all over. He's digital. He's fucking been in Jersey, he's been in Colombia. Now he's in Brazil. I live in Brazil, he lives in Brazil. We're talking about the incomplete guide to affiliate marketing. Your clicks, your wealth, the untapped opportunity awaits. I love this. Listen. I heard a lot of good things about this book and the thing about affiliate marketing digital marketers is that bad news and good news spreads fucking fast, right, and bad news spreads faster than aether but there are a lot of good stuff about this book, so I want to talk about this a lot I think it does.
Speaker 2:That's coming from my own experience, right, so I can't tell. Like even at columbia con, the last lap, the last one we had this year, people were talking about a book.
Speaker 1:I'm like, oh, my god, yeah I know I heard that's where the buzz.
Speaker 2:Yeah, it was great thank you, thank you, thank you. I'm so appreciative about it, I mean, but the book is more like the basics of marketing, because marketing, if you can't evolve from like a pof or facebook to a native to google, then you're just a stagnant marketer. What this book really teaches you is like foundation and how to look at math, how to look creative. I'll do a copy and that's what I aimed the book for, because I don't like all these gurus out here talking about yo, here's the blueprint to make a million dollars, blah, blah, blah. It's not that that's the book, that's not for you, I mean. It's definitely like a foundation, like cash-sortizing Like I want to be like cash-sortizing for affiliate marketing.
Speaker 1:No, and I love it because you've been in the trenches. It's not like you're someone that just started this. I went to you. Know who Jesse Itzler is? I've heard of him. Yeah, so Jesse Itzler, he's got bought private jet companies. Man, he created the check. Go new york, go new york, go for the nicks. He started that shit back in the 90s before anyone fucking knew him. He's got these crazy stories. So I went to one of his masterminds uh, like three or four years ago in georgia in the middle of the fucking mountains.
Speaker 1:Crazy shit, was your europe or you know? Georgia, america man? Okay, yeah, he also owns atlanta hawks. He's like a part owner of Atlanta Hawks. Okay, I know who you're talking about. His wife in red is spanked. She's like multi-billion dollars and very humble people hanging out with these guys Like listen, you got all these fucking gurus online. Some of them are 25, 22. And no disrespect to them, but you don't really know shit until you hit 40. I'm 51. Sued, I've done this, I've done that and I think that's the thing is like you've been doing this. How long you been in film industry? A couple decades, right, I mean I'm not.
Speaker 2:Somebody said well, my good friend the other day, yesterday, like he's been in this industry 70 years, 70 years, motherfucker. I'm not even 40 years old, motherfucker Dude, but I've been in this industry for I think 2002, I think 2002, full-time 2004, 2005. So 20 years plus, right you know? So I always say on my list 20 years in this industry is like 70 years.
Speaker 1:So maybe I'm saying this subconsciously. No, but that's a good thing. Honestly, no, no, I agree, because it is. I always say it's like fucking dog. Years I've been doing this. I've been in call centers with 20 sales calls 2003. I got in digital market in 2015,. But, bro, I feel like I've been doing this shit for 50 years. It's fucking crazy, it's?
Speaker 2:I don't know what it is, because it it. It always brings me back to like any business I do, from like software to Nutra, to maybe like any of my digital products when I started building a team. Right, I get into the uh, the cosmetics of like creating a company and hiring employees and HR. I don't like any of that. That's why I always go back to affiliate marketing, which I don't know if it's a bad or good thing for me, because, for example, when I had my Nutri business, after a couple years, we had 15 people, everybody was dating each other in the fucking room and everybody's arguing that we need HR Cheers. By the way, let me pop the beer had 15 people. Everybody was dating each other in the fucking room and I'm like, everybody's arguing we need HR Cheers. By the way, let me pop the beer. Let me pop the beer. There you go, there you go, cheers, cheers, cheers.
Speaker 2:The one thing I hate about business in general is it takes me away from my skill set. Right, like where I like to create and build. I'm a builder, I'm a creator. That's why I relate with Samara a lot with AI and all that stuff. Right, one thing takes me away from that where I have to go to that bank and, dude, I need to talk about a merchant. Why don't we get the pod? That's not me and I don't like that part.
Speaker 2:Like, I remember having a new, new business in 2013 to almost 2016. I literally walked in the office and within one day, I'm like you know what? I'm just gonna fire everybody because I hate this business. And I celebrated my birthday two days later, right, but that's me. That's me because I'm not into. I like growth.
Speaker 2:Don't, don't get me, but I don't like the politics of a business. Right, hr people dating each other. Why are we complaining about you driving a Porsche into the office while we are struggling with our Camry into the office? I'm like, dude, you have to understand. I work hard, you have to work hard and I'll reward you. Like there are even times where we've given employees like, hey, here is a gift every month because you reach our goal, right, but even then they would complain and this is what I don't like about that. And so you know why I go back to flamework because I just got to be who I am and just buy media, because I'm good at that, all right, well, and that's why it's great that you're the author of this book is that that's what that's?
Speaker 1:what I was trying to say before is like going back to jesse isler. You've been doing this a while. He did a lot like. He's got the blueprint right for him. He can run a business that's his every. It's about people staying in their their lanes right. This is your lane. You get this lane. You've been involved. You did different verticals, different product, ecom, legion, everything. We'll talk more about that. But but that's the beauty of this book. It's also about you know the ups and downs. Everything goes up. This is a fucking crazy industry, man. I mean ups are like this. You think you're invisible. I was there a couple years ago. I spoke about it in Puerto Rico. I broke that whole shit down, man. Then I talked about the fucking downs, man. It's like it's crazy.
Speaker 2:It's great about the industry and I talked about it at the affiliate business club about depression in the affiliate industry, right, and for me, I've been in depression in the industry twice, right, and I think nobody talks about these downs. Everybody talks about these highs. What the fuck I'm doing? $10 million a month, blah, blah, blah but nobody tells you like, dude, dave, I got $400 in the bank. Can you spare me at least $1,000 so I can try to set up a campaign and flip that? Nobody talks about that. I'm the only person I believe so far that I talk about the down from the industry. Because it is so bad, because for me, it's happened to me twice.
Speaker 2:I remember the peak time in affiliate marketing, back in 2009, 2010. I bought a house because every affiliate was buying a house at that time. Every affiliate was buying a house. I'm like you know what? I can buy a house. I'm the fucking boss. You know what I mean? I can buy a house. I bought a house. Literally six months later I got depressed. I'm like, fuck, I can't pay this fucking mortgage. What the fuck I got to do? Then you were a slave to the fucking house. Yeah, that's crazy, right? Yeah, it's crazy man, like it's something about this, but then again, back in the day, nobody really educated me on finance or stuff. Right Now, every affiliate or every entrepreneur or every newbie has access to financial information through the internet, which is amazing. I wish I had that right. I didn't. That's the reason why I went through that period of my lifetime, you know.
Speaker 1:There is a new endeavor called Roofs in the Box. It's just man from day one. It's taken off.
Speaker 3:When I first started getting into the roofing industry, what was happening was my fixed costs were always there, and so for me, I was looking at how can we kind of one, save on these costs and then, two, how do I not lay people off during down times, but also maybe even the ability to pocket more money during the slow season or even the peak season. Since we've done this before, like with our lead gen companies where we have virtual staffing and from Argentina or Colombia, I'm like why don't we do the same thing in the construction business? Now, once we figured it out, we reduced their fixed costs by 70%, and so now during the downtime they have real seasoned veteran type of players, but during the uptime they pocket. 70% of their operational costs are now going back in their pocket, and then, when it's time to scale, you have the back end prepared, already ready to go to help them lift off. Depending on what state you're in, you're averaging at about 12.5% on what you pay out on taxes, insurance, like all the different insurances that you have to pay out, right? So, yeah, you don't have to pay out unemployment, you don't have to pay out bike insurance, medicare, social Security, the things that business owners have to eat.
Speaker 3:Roofs to Box is not just limited to roofing or home improvement companies. You can use it for any services, right? You can use it for IT. We use them internally for data cells, for hygiene, for analytics. It doesn't even matter what the vertical is Like business in a box at the end of the day, pretty much, yeah.
Speaker 1:But it's great that you're talking about it, because it's true, it fucking happens, man, and it sucks when it happens, but you got to. If you can get out of that right, then you come across a stronger person. It's like you've been through another. You got another war score or battle score and you're tougher. Right, you build something else and I think that's you got to be ready for that.
Speaker 1:James N Elstrick did you see his speech? He gave a great talk. I saw a little bit of it. I didn't see a full haul of it. It was right then. I remember you it's only personally like certain stories and they're like, oh my God, it was insane. And back then, like there was meat on the bone where you can make good money, you could your advertisers, everybody was winning. Then every year it became tighter and tighter and tighter. Right, he eventually got out of it. I'm going to go. But the point is that I got other stuff going on. But the point is again, when you're like this, you think that it's going to keep going, but it's not. You think it's forever.
Speaker 2:Yeah.
Speaker 1:The no campaign lasts forever, bro. That's what it comes down to, yeah.
Speaker 2:So I was talking to somebody over here yesterday like and he's only been a, you know, killing auto insurance, this is forever money. I just looked at him like dude, this industry has no forever money. There's no such thing as forever money, right? I thought that back in the day, the best example I can give to that person yesterday was, like, when an NFL player gets signed on a contract, you get $10 million immediately, right, I felt like I was getting like a million dollars every month and I'm like dude, this money's forever. Like dude, I'm good, right, if I slack out, it's still gonna be 850 000, whatever, whatever, dope, motherfucker, that shit hit me hard, this cone. Life gave life, provided me some life lessons and he told me, like you, money's not forever.
Speaker 2:And that was, uh, my first depression where I learned, like, holy shit, I'm not financially educated, right, and I believe back in the day there was no financial education back in the day, whereas you have now. Right, because back in the day I was greedy, like I would be the type of guy that I would go to the club like, oh that that that table was occupied. How much more money do I need to pay to get people out of this fucking table that I want right Now. It's me back in the day, right, but now I'm more calmer and more educated and I know that my money might be up and down, right, you know. So I'm more understandable of the scenarios versus back in the day where I assumed this money is forever right, oh good goes, versus back in the day where I assume this money is forever right.
Speaker 1:Oh good, you know, it's like. It's kind of like a double-edged sword, because you want to have, you don't have a scarcity mindset, right, but you also got to be mindful as well, that, hey, you know. So I I mean, I guess I don't know if you talk about in the book, but how do you manage that? Right, because that that the thing with me, like I'm exuberant man, you know, and man, I love to show people good times. There's been fucking times, man. I don't even want to tell you I'm in New York, I'm in a whole fucking area, people are outside. Yo, you got to come to my table, give me another table and then I fucking pay for the bill, like what the fuck just happened here? And next thing, you know you're working more, but everyone had so unnecessary. But how do you? Because I don't want to have a scarcity mindset where I'm thinking you know whoa, but like, but I also don't want to be a fucking spencer and just blow through everything, like where's that fucking?
Speaker 2:fine line man. I think, as I'm older now, you know I'm, I'm at, I'm reaching like 120 years old, you know? Yeah, right, you know where I'm like. You know what, when I was younger I was that scenario like dude, every guy that is, he's making a million dollars a month. Like I want to try to figure it out.
Speaker 2:But I think there's a factor that you have to allow yourself to say no, like dude, I can't handle this. What is my time concept and productivity? Right, it's an important question you have to ask yourself, right. But also you have to figure out how to filter certain people yourself, right, but also you have to figure out how to filter certain people. Like there's a certain thing in the book where I talk about how to look at mathematics and how to look at questions that you can ask somebody.
Speaker 2:Like I can talk to somebody in this conference right now and I can be like, oh, he's doing X amount of volume, blah, blah, blah. I'll ask him a certain question and for some reason, like that math does not make sense in my head. He must be falsifying it. You can tell right away, right, you know, within seconds. I can tell within seconds, right, maybe I'll ask a secondary question or a third question just to validate, because I'm like oh, he's borderline, he's touching that break-even point. Let me ask a secondary question to follow up with that right, but I can literally tell like, dude, this guy's full of shit.
Speaker 2:I mean, and I think once you understand the math rpcs, epc, ctr, job, bctr, those things, those numbers you can ask a certain question to somebody like, oh, this guy's just pushing me right now, but I don't want to work with that guy. And sure enough, like your columbia con, like you talk about millions of dollars, this world, and these guys are like, and I'm much downer. So I'm like, dude, this guy knows who the fuck, what they're talking about. And that's the differential where certain conferences like I don't want to say conference name, but certain conferences, they'll be like oh, I'm doing this, I'm doing that Impossible. If the CTR is this, how are you going to get an XT of that? Or you know, I mean, if you're an average CTR of this, I'm getting stare at this.
Speaker 1:Yeah, it's crazy. It doesn't make sense. You've been on the inside, you get it. You've seen both sides and you know the math makes sense for that.
Speaker 2:Well, there's a huge portion in the book that a lot of people enjoy, right? So in the book there's a lot of mathematical scenarios where I talk about hey, you're helping CTMI be this as scenario one. But there's a possibility of scenario two if you're LPC gear of like X percentage, but your EPC is on this offer with this Right, but it's scenario three. We took like, ok, what is that EPC is? Because of the payout and the conversion rate and all of that you got to look at third and fourth. The broader picture is people just look at conversions. For me, as I want to be a little stereotypical here, I'm a little Asian I saw my math is pretty fucking good.
Speaker 1:What is your background? By the way, I would think I'm Dominican. No, you're Filipino 100%. Yeah, I always thought you were half Hispanic, half Asian man, but you're Filipino.
Speaker 2:Yeah, I'm Filipino. The funny part, you know what I actually appreciate saying this, because there's another Filipino marketer here that hit me up yesterday. He came to me. He's like yo, I bought your books, I love what. And I appreciate that you're inspiring Filipinos like me to get in this space. I'm like that's a little big man and I really never saw that because I'm like I was generalized. I'm an American, I'm an American at heart, but when somebody talks to me like dude, there's not a lot of Filipinos in this space. There isn't Right. There's less than 0.01% of this space. I can literally tell you five Filipinos in this space. There is Right, there's less than 0.01% of this space. I mean, I can literally tell you five Filipinos in my hand. Yeah, right. And for that person that came up to me yesterday, like yo, shout out to you, you know who you are. I'm just going to say that and I appreciate that, like you would like yo, I of you being Filipino, oh hell, it works, bro.
Speaker 1:First of all, shout out to Filipino weddings. Filipinos don't have a real fucking wedding, bro. Halle-san Juan Park, new Jersey. Man, halle-san Juan Park, new Jersey. Shout out, man. Anyway, you know what's up. Anyway, what I was going to say is that, going back to what you were saying, you know, because people, some people, some people don't know what the fuck I am. When I was young, people thought I was my mom's Venezuelan yeah, that's Polish, that's my last name, so like. But I've had people like people like in South America, like they see my shows and like I inspire them, man, because I got Latino blood and it makes you feel good when you hear that.
Speaker 1:I got a buddy of mine, sebastian. He's from a fucking maddie. He's doing this. I'm running again. It's just selling 30 minutes south of columbia. I'm doing some campaigns. I'm going to interview him a little later. He, just he. He shot something out in his uh instagram story yesterday in spanish like listen, a lot of latinos. You guys don't know about this industry. This industry is amazing. We need more latinos in this industry. You need more filipinos in this rebar, the filipino community, the hispanic I'm very underserved. You know the. You know how spanish we've done some Spanish debt campaigns together. We know how to fuck the leads convert way better, man. So when you're I heard about Korean ones, I heard about you. In Brazil, brazilian campaigns, like people, are fucking not. They're missing the boat by not targeting these other communities, man. So we need more Filipino, we need more Brazilians, we need more fucking diversity, I mean.
Speaker 2:I feel like Filipinos. The problem with Filipinos and I don't want to say this really harshly it's like we're just so poor, we don't have money enough to invest right, and the opportunity for a Filipino to have enough money to like have $100, it's like, hey, I can risk this $100 and make it to $250, $175. That's amazing, right, and I love hearing this because, like again yesterday, this kid, just like he hit me in a different way and I don't know what. It is right, I get it Because I'm like dude, I'm not. I'm a very rational person. My parents raised me very, very rational. So when it's Filipino person, they see me like dude. I bought your book, you inspired me and now I'm making money. I bought your book, you inspired me and now I'm making money. I'm like fuck bro, like thank you. I'm like good job, ian. You know what I mean. Shit, you know. So, yeah, it's amazing, you know.
Speaker 1:Yeah, it is, because you know. That's the beauty of what we do online. The funny thing is that you got credibility. People will trust you. There's a trust factor if you tell one, if you tell one of your friends hey, don't do business with this guy now I don't think I'm not, you only do that. Only if they really were assholes, I'm the same fucking way and you, that's gonna carry some weight, right, yeah, so the point of what I'm trying to say is that you know you you're in your lane, marketing media, buying all this stuff, but when you hear that it's like you're touching people from another world, that touches the family. It's true, that happened that me. I had mandy perez from these icon on the show and bro, he gets so much love because he talked about cube being a cuban american. He got some people coming with tears in his fucking eye and I gotta see that episode.
Speaker 2:Yeah, that's crazy. Yeah, dude, it's very different, like I've never I've had these one, these one, for a while, right, but it's so amazing, like, hey, you're a filipino, thank you. I'm like what did I do? I bought your book and you inspired me like um cool, what yesterday was very different because this kid was just very super sincere. His facial expression wasn't like um yo, super hyped up, it was just like, which is a very shy kid like well, I know you're quite nervous to talk to you, right? Is that crazy? Yeah, yeah, you suck, and I I tried to give him a book and I go, I bought your book after, either, while I'm in this space, I'm like wow uh, thank you.
Speaker 1:That's awesome, bro. We gotta get your books out to more filinos man. We got to do some fucking, we got to do some campaign for this man.
Speaker 2:Well, I mean I bought a couple of ads on, like you know, some newsletters and stuff. So yeah, it's out there.
Speaker 1:No, that's all. That means a lot to me, and one reason we do the show is I like adding, I get ideas. Talking to you, I already got great fucking ideas, man, and it's like this is the part of it's a community man, and then I can go all over the place. Now in our conversation, I want I want to focus on your career and then we'll talk about these other things. But what? What do you think is the? And you probably told my book what's the biggest mistakes new affiliate markers get do like when they get in the industries that? I have an idea, but I want to hear from you. Have you seen what's the biggest mistake you made for your experience?
Speaker 2:So I think the biggest mistake is assuming that you know one source and you can't transition right. Like, for example, I know people that will only do Google but can't transition to Facebook or can't transition to native right, and it's a huge, huge mistake. So my book is more like here's a breakdown of how things are right. If you understand the foundation of how numbers work, it doesn't matter if you're looking at CPM per keyword, total CPM, cpc. What is your landing page? Ctr, what should my base email submit need to be? What is my? Any of those numbers right?
Speaker 2:The biggest mistake I find affiliates do or newbies do is like, hey, it's impossible for me to transition right, because I remember back in the day that during the POF days, during the MySpace days, these guys are doing dating and they couldn't transition that skill set of marketing to Facebook, to Google right or to native back in the day. And that's the sad part. All right, dude, you know the basics of marketing. You should understand the basic marketing. To turn this to another form of marketing, right? Yeah, if you can't, if you're so, total vision on, just like POF and CPM versus keyword CPM, right? Oh, you just couldn't understand how the keywords work for CPM versus CPM in general. Or if you're going from keyword CPM to total CPM, cpm in general, or if you're going from keyword CPM to total CPM, then you can't focus CPM and then focus on CTRs and submission and you have to use Google WTM type. Back in the day, performance marketing was very strategically one way. Now if you didn't take that skill set and understand that environment of how that works to now, then you're lost. That that's the biggest mistake.
Speaker 2:The other biggest mistake is like they assume like I need a higher payout, right, higher payout doesn't mean nothing. Like it's all about the EPC and conversion and all that. Or if you work with the record, I'm right, it's about their CPA and their rep share. What is the CPA goal and all that? It's a numbers game. If nobody understands how numbers work, you're a loser in my opinion. Because I think that people are like hey, my conversion rate is 30%, that's all they've seen, that's all they understand. But they should know like, oh, 10% is actually good, because my actual CPA on a ROAS is actually X percentage. This is the biggest differential. My actual CPA on a ROAS is actually X percentage, right, this is the biggest differential in my faith. Not understanding the actual knockers.
Speaker 1:Why do you think that happens, though, man, and I'll tell you like I'm guilty of it too. I interviewed Ryan Lolo for Newsbreak. I don't know if you use Newsbreak.
Speaker 2:No, I interviewed Ryan Lolo for Home Service and Debt.
Speaker 1:Yeah, you know it's funny. We're doing pretty well, I mean top line-wise but it comes down to the fucking profit margins, right, when James spoke, because James and I crushed fucking solar for a while and again, year after year, fucking margins keep going down. And that's the issue. Obviously, in the home improvement. We're on Facebook. We're on YouTube. Youtube's twice as expensive as it is for us to generate on Facebook, right, but we're not fucking like. We're in these two lanes. It's on Instagram, but why the fuck aren't we doing anything on Newsbreak? I'm like what? I know this guy, so I just my media buyer, you know what. We're going on fucking Newsbreak now. But why do you? Is it for me? It's because I'm just so used to it, I'm so busy. Is that because we're fucking?
Speaker 2:busy boss. You're a boss, right. Yeah, as a media buyer, I think it's very, very different and the biggest mistake is that they don't understand the data points. Move right. For example, if, if you do like a survey correct, you should ask the advertiser hey, I want to fire certain pixels on certain pages or certain offers. That feeds and makes my facebook right. Like I know that you can run auto insurance if you're directly with an advertiser or if your network provides you the disposition report, they can give you this information and you can feed this pixel information to facebook. Facebook then will allow itself to find the proper buyer, right, or with native, like, you can fire certain pixels. I talk about it at geek out, yeah, I mean. Uh, nick and james know this strategy I talk about. It's called pixel manipulation. All right, pixel manipulation is all about firing host five pixels. I love the white hat, right, but it's gray hat area, right? Yeah, listen, you got to operate in the gray sometimes right, but we're all, DEI loves us Ha.
Speaker 2:That was good, that was good. But full-size pixels is all about trying to receive the proper data. For example, I'm doing calls with your network, right, we're doing solar, and the call is 120 seconds. But this guy connected and hang up on 118 seconds. I'm going to fire that pixel at 118. Even though I know I'm not going to convert it, I'm not going to bait out, but I'm feeding that to Facebook. Facebook knows, holy shit, this guy is only two seconds away. I'm going to give him more people that I might do 120 seconds, right?
Speaker 2:Or a lot of people will say like, hey, I want people that click to call. Like, you can fire a pixel on your landing pages where they click on the button. You can fire a Google GTM tag on when they click the click to call button board. Then you target those people are actually wanting to call. Or with ringba, you can fire up mix oh, when they actually dial, when they die, you fire that pixel if I. And feed that to face to it, right?
Speaker 2:This is their problem where a lot of third they don't understand the data pouring site. People think like, hey, I'm so good, I want a 101, but it's, it's an Asian mathematics, right, you have to understand. Where is this data coming from? Where is the conversion coming from? Okay, if they click on this button, should I feed more information to Facebook about the button click, or should I feed the pixel more? When I allow Ringba to fire me a pixel when the number is dialed, is that information better than the buy-in? You don't know. These are tough things that people do not understand. They think everything is physical on landing pages. Sure, there's a lot of things on the back end. What's amazing about Ringba is you can fire hey, this person was on the call for 10 seconds. I mean, fire this pixel. That 10 seconds might be a really, really good audience for a Facebook or Google and nobody thinks about that.
Speaker 5:When I first heard of Roof in a Box, I thought no way could everything be combined in one platform From your CRM to.
Speaker 5:AI, even virtual assistant, helping manage all these things together. It has completely changed my business and I couldn't be where I'm at without it. So over the last eight months or so, I've saved at least a million dollars on what it would cost salary-wise to hire the engineer. I wouldn't have been able to do what I've done without Roof's in a Box or be able to do what I am currently doing without Roof's in a Box. If you are looking to scale, get your business organized or get it ready to sell, definitely want to give roofs in a box a call. They'll get everything tightened up. Get you set up to do whatever you need to do for a fraction of the cost.
Speaker 5:Not everybody's got a million dollars just laying around, hire operations managers and have their own call center. So give roofs in a box a call they'll get it taken care of.
Speaker 1:But, bro, I think that's the key is that these are those subtle nuances. You know, I, I've I've been at tony robbins events many times. He told you about the story of uh, this is a long time ago, man, but it talked about a plastic surgeon. There was this classic surgeon that was considered the michael jordan, the best plastic surgeon in the world, and he was able, like, to make the perfect fucking face. There's like, it's like a millimeter. It's this little subtle difference. But this plastic surgeon makes, like I don't know, $20 million a year versus a regular person that makes a million dollars a year. Right, he's 20X, because it's those subtle nuances is what it comes down to. That's what I think you're talking about. You just broke down all this different, like there was like 10 different points you're talking about there, maybe more, I don't even know. But the point of that's that makes a difference and that can make this the difference. With a campaign succeeding and failing could be that little fucking nuance, right, dude.
Speaker 2:The funny part that I talk in the book is like there's an example in the book where I had a neutral offer where I just increase, uh, a girl's eyes like a little bit bigger, I don't know, like more pixel not pixel, but bigger on a landing page. Revenue increased 2%. Wow, just assuming. But what gave you that idea? Like why am I going to do that? So through our testing, we were reading about okay, people associate with landing pages that they're actually looking at. There's a connection, it's a soul connection with your landing page, right. So we assumed, right, that hey, let's make the girl's eyes tilt to left or right, so they're looking at you on the landing page. When a person on the landing page is looking at you for some reason, there's a connection to the user. We read it somewhere I forget where it was so. But then we also read like, hey, um, for some reason, people with bigger eyes that you talk to in person, like there's a very different connection when you have to with the different conversations you have with a chinese person which is an american person, because the, the iowit, right, there's science study on this. So we did on a landing page, let's just increase your eyesight. Let's just make it oblivious like huge. It wasn't obviously that like this, but it was just, like you know diameter, bigger. For some reason it increased 2% in revenue.
Speaker 2:Why those small changes that people don't think about, that we see in psychological studies and people say about these things make a huge difference. Right, when I look at a marketing, I'm not looking at marketing as like a performer, I'm looking at psychological thing, like I encourage everybody to people walk because, like, why that 50 year old with a fucking 18 year old Colombian, why is she ordering cappuccino? He's ordering fucking Duplo Espresso. Right, those things hit you in. Right, it's real shit. Yeah, right, it's real life. Man, that's how I look at marketing, brother. Yeah, like I'm not a very one lane. I look at things very psychological, scientifically, because there is science behind marketing.
Speaker 1:No, there is yeah, right, Bro, this is fascinating man. I mean, dude, it's amazing the shit that you're dropping here. This is fascinating, bro. I think I guess I'm getting so many ideas you may be thinking about fucking.
Speaker 1:You see that Asian guy on I saw on Instagram. The guy's eyes were like they, like that's his eyes. He had some, some software so you won't drive sleepy. It kept stopping him. He kept trying to bring his eyes bigger. Did you see that shit? It's fucking crazy, man. But actually that that's what james spoke. He talked. No, that reason why neutral always does what ozempic crushes? Because it's because no one's ever good looking enough, they're never rich enough, they're never this enough, and that's what it comes down to like I could imagine the asian market. That, I think, makes a lot of fucking sense. Make like a little tiny bit. This guy was like doing this to get out the fucking car from fucking. You know, stopping on his ass, man. So you have to turn off that feature, man. But his eyes it's fucking good. But it's all connected, man. It's all subconscious, all subconscious man, it's all conscious, I agree.
Speaker 2:The thing is like I definitely in the book, talk about psychological stuff, because there is psychological factors in marketing. Like Casper Titan is a very maiden book on psychological and I copy and all that. And I think I take it in a different level where I'm like, hey, if you're able to understand like stereotypical stuff and use that to your advantage or racism, shit, right, it works for you, man, because that is what things work in advertising. Even though it's very, very small, like sure you shouldn't make fun of a guy like oh why is he attracted to these ex-women with tiny, tiny, tiny eyes? It's okay, it's fine With tiny, tiny, tiny's eyes, dude, it's okay, it's fine. No, but if you increase his eye size, that Chinese fucking that Chinese guy, he's picking up all the girls in the club. Yeah, right, you know it's a huge difference.
Speaker 2:Subtle things, it's subtle things, brother, yeah, it's subtle. And a lot of people don't think about these subtle things. They're like my ad copy like dude, maybe the color and font size, dude, font sizes, font sizes play this huge role. We did like 12.5 on a neutral over and we went to 15 and it increased about. I wasn't that, wasn't that big, I think it was like only like 0.7 to 1. It says, oh yeah, new, right, but you're able to track that right small thing that people don't think about is what I love about the industry, because and I'll always go back to affiliate marketing right, because it keeps me on my toes I'm not going to brag. I think I'm the fucking best in this space. You know what I mean Versus. I mean I don't know, columbia Condos, check Columbia Condos, check me.
Speaker 1:The fucker got it at 900 grand in one day, right, and I was like man, he checks me. That motherfucker did not want to be on social media. I'm like you, motherfucker, but we'll get him. Yeah, but let's go transition out of Columbia Con. I don't go there. Or Brazil, let's go to Columbia Con for now, then we'll go. But, bro, columbia Con, right, you were at the first one, you were at the second one and, bro, the first one we did was like Alright, let's get a bunch of bad motherfuckers in this room. Whatever, we're not even charging this, we can make this happen. See, motherfuckers came. Bro, we had some bad. It was pretty cool, man, it was a good time you were there.
Speaker 2:I met like a Victor I mean there's Sean Victim big motherfucker. He's an amazing guy, bro. I met like I've been to Mastermind before, right, and it's cool. But for some reason this one was like, oh, I kind of knew you through, kind of this person, kind of that person, and now we're actually connecting. And I think that's the issue, jeff, for like the night I had dinner with Jay and Edric and just Columbia and Johan at Columbia Con.
Speaker 1:We were like I wish I was there. Samara, like eight of us.
Speaker 2:I think Columbia Con is very different, in my opinion, because we actually care about each other, right, like Jay or Edric or Johan, like yo, I can't beat this, or whatever. And we already know. Like, okay, ian makes amount of money, john makes amount of money, whoever makes amount of money? David makes amount of money. Okay, we have this vision in our head. Like okay, he's actually doing it. I can actually talk, uh, talk to this person, be like, hey, I'm losing 50k a day and he's not going to be like my friend back in the day, like, yeah, you're going to get me 50k, brother. Like you're going to spend that 50k in the club. Motherfucker, I'm not about that life, I'm trying to make some motherfucking money. Motherfucker, right. So I think that's ColumbiaCon. Just because I had a relationship Like I can be like dude, I'm poor today and I'm like, don't worry about that, I was cool last week.
Speaker 2:You know what I mean. You know, that's the difference. That's real talk, man. That's what I love about ColumbiaCon, because you know these conferences, everybody talks to you about any numbers we were talking about earlier, like hey, you can tell this motherfucker's lying because his fucking APG and CPAs are the matches to fucking spend. Yeah Right, with Columbia County's guy like you Last week I was struggling. You know what I mean. I'm like dude. I'm struggling too, and that's what I appreciate about your Columbia County, in my opinion, what I appreciate about your Columbia column, in my opinion, because it is super, super transparent in my opinion, right, in my opinion, right. Well, that I've been through so far.
Speaker 1:no, and you want to appreciate about you and you with this second one. And the second one was like the second one was a real test, because that's what we had people pay to come right, correct and and like 40 people paid and we we undercharged. I think it was like we tried to make it reasonable. We charged $1,000 and about 40 people came. We had a couple of sponsors, we had a great and boy, we took it to another level. We had this crazy mansion where they do reggaeton videos.
Speaker 1:No, we had like it was just we took it to the next level, one we're going to do, which will probably be in October. You're going to fucking definitely be there. I'll be there, bro. It's going to be fucking next level. But what I like about it, what I appreciate you and that's why I know you're a real person that you gave me some real constructive criticism the first time and the second time and the shit that we will apply, and I value your feedback because you've been doing this for a long time. You got a good pulse on things and like dave, it was great. The one thing I would do is this and like oh yeah I can tell you some more about it, and we'll do that because at the end it's your order.
Speaker 1:You gotta know your audience, right? The point is that that's why I appreciate you, man, and that's why I know that I wanted to bring you on the show for a long time. I'm glad we finally got to have it. Have it happen. I'm glad that you have this book out there because, guys, you realize people like ian man I Ian knows his shit.
Speaker 1:This isn't a fucking guy. He's not here driving a Lamborghini. He's talking real life. You follow his stories. He's in the fucking favelas in Brazil. He'll be in a fucking match the next day. He's a real life motherfucker and to be a good marketer, you gotta be. I feel like I'm a real life motherfucker. I could be in the fucking corner eating with a fucking homeless guy right now. I could be, you know, fucking eating caviar on a fucking private jet the next fucking hour. I'm still treating fucking people the same and that's how you know how to market, that's how you know how to sell. These are real fucking skills, man. So I'm glad you're on the show, but you tell me that I'm like yo. I appreciate it.
Speaker 2:Like I wasn't like I know you're coming, fucking loved. Yeah, I thought it was on you, it was like a rock. That was crazy man, I definitely loved it. I'm like dude I haven't met. I knew of these guys but I wasn't able to shake their hand. I wasn't able to like, hey, let's try to do some business together. But man, it was the first one, I knew that I'll go to the next one. Right, it's cool, yeah, but it's still. It's just, it's very different. Like masterminds are very, very different. I mean Greek Out or Geek Out is also very different. Mastermind or all these other ones like 100K Club and 50K Club, other ones are also very, very different. But what I like about our space, I find that hey, you're broke last week, let's figure it out together. Yeah, Right, you don't have that in this space, Anywhere in this industry, Anywhere in this.
Speaker 3:No, you don't have that in the world.
Speaker 2:You don't have that in the world, exactly Right, but that's what I like about Columbia Closets yeah.
Speaker 1:I love it. And with that being said, bro, brazil, brazil, we're gonna do some shit in Brazil, we'll do, we'll do Columbia Con 3 and then Mark my words, we'll have a fucking Brazil Con going on. How's Brazil been for you? Seems like you love it. It seems like, dude, I love it.
Speaker 2:Just because, dude, we're from New York, we're from New Jersey. Yeah, for me it's Sao Paulo. I live in Sao Paulo. Eh Right, it's just like New york and the culture a lot, much different. And she might say importante, yeah for me, but it's amazing. I love it and that's why I love brazil, like I went to rio. I'm not a beach person, I'm not a nature guy. Yeah, I'm a city person. I love the hustle, right? So sao paulo, for me, it's fucking amazing I love it.
Speaker 1:Man guys follow ian's social media. We'll put links here. Yo you know what we want to have you speak at Columbia Conference. Will you speak? You'll be a presenter there, I don't speak anymore, brother.
Speaker 2:But yeah, come on, man, you're a motherfucker.
Speaker 1:You better speak, motherfucker, I don't speak. You're going to talk about. We're going to drop some knowledge. Maybe we do an Instagram live where you talk about this. So, guys, you want to learn about affiliate marketing. It's not all glitz and glamour, but if you stick around long enough, you could be more glitz than fucking all this bullshit going on. Do it through an equally guided affiliate marketing. Where can you find it? Amazon, amazon, amazoncom. Pick this shit up, man. Ian Fernando, bro, this shit was phenomenal. Thank you, brother, thank you, man. I love you. Bro can go.
Speaker 4:Yeah, they're gone get ready to level your shit up with the lfg show. We travel the globe to bring you heavy hitters from all walks of life. We've been talking some serious business, from the best digital marketers, government contracting experts to top athletic and celebrity doctors we've got it all covered. We're talking to guys with cash in for billions with a, b and the best thing is we're just getting started. So hold on tight. We're about to crank it up a notch. Get ready for next level networking and masterminds within the LFG community. Scare money, don't make no money, or honey. Hit the subscribe button, drop a like, leave a comment and let's fucking go. I'm out.