4 Lessons From A Marketer Who Did $40M In The Info Space

Online coaches and consultants, if you’d like to sign your dream clients and scale, there's a link below that shows how we can help. It's a funnel, obviously, but it explains what we do if you're looking to scale. 

https://youtu.be/P_H2U2jxYCQ 

You can be incredibly skilled and still struggle to grow your business.

I've seen it happen over and over again.

People with real talent work for years without making much progress, while someone with less experience scales much faster.

The difference usually isn't talent.

It's where that talent is focused.

I recently went through a masterclass from Joe Kaplan, a marketer who has generated more than $40 million in the info space.

He shared four lessons that explain why some businesses scale quickly while others stay stuck.

One lesson completely changed the way I think about choosing a market.

Another made me rethink what makes a great partnership.

And the last explains why so many people focus on the wrong metric and never see the profits they're chasing.

I pulled the biggest takeaways together in this episode.

Transcript

SPEAKER_00 0:00

Joe Kaplan just did a masterclass for one of the masterminds that I'm a part of. And if you don't know who Joe Kaplan is, he's an absolute beast in the info space. He's made over 40 million dollars in info and is working with some of the biggest info offers right now. And I'm just going to share with you my biggest takeaways from that masterclass so that you can learn from it too as well and stuff that I'm going to be implementing inside of my business and inside of my life moving forward just from going through that masterclass and learning from Joe himself. So the first big lesson that he shared is the fact that the market that you're in is more important than the skill that you have. So you could be like the best marketer and have all the SOPs, be an absolute beast copywriter, an absolute beast major buyer, have this ability to sell on calls, have the craziest and the best sales team in the game. But if you're in the wrong market, you're still going to struggle really hard. And I found that from working with a couple of clients in the past where even if we worked really hard on the accounts, we did every possible thing that we could do and we tried to follow all the best practices, it didn't just always work out as we wanted it to work out. And I can list like 10 plus markets that we've been in that we shouldn't have been in at all and just wasted our time working in all of those markets. So the markets you want to be in, from what you said, is literally markets that other people in the space are already making over a million dollars a month from that same market. So you're not trying to reinvent the wheel or try to be a smart cookie and try to do things that nobody else has done before. You're basically looking at the markets that are proven to work and you're building your business around those proven markets because if there's proven desire in a market, it's much easier for you to actually convert and do really well in that market, regardless of your skill. Because I have clients right now where the efforts that I put in compared to what I used to do before in the past for the wrong markets is just very vast, and these clients now make a lot more money than the previous ones, it's just because they are in a much better market, and the opportunity in that market is a lot better than anything else. So the most important thing honestly is trying to be in the right market. And one thing he also spoke about that really stuck out with me is being able to pivot as quickly as possible because the longer you stay in the wrong vehicle, the longer you stay in the wrong market, the longer you try to try and crack it or something along those lines, the more you get opportunity cost because you're losing money by virtue of you doing something that you know if you're doing something else, you'll be making way more money. So being able to pivot as quickly as possible is another thing that he spoke about to as well, which I absolutely agree with, and I feel like that has messed me up a lot in the past, and just sticking to opportunities longer than I should have, or doing things longer than I should have. Well, you can easily pivot to something else and make more money as a result of doing that. So if you're in the wrong vehicle, and how you know you're in the wrong vehicle pretty much is you just have to look around you and see if there's anybody doing the kind of numbers you want to do in that same space to as well. If somebody else is doing it, then you hold it to yourself to absolutely do everything you can to keep grinding it out until you figure it out too as well. But if nobody else is doing something similar to you and you're trying to be the first person to crack it, and you're in the wrong vehicle and things are not working out properly, then you know for a fact that you you don't want to be doing the same thing, and you want to find a different opportunity that allow you to make a lot more money. So having that song cost is not really good, and you want to basically try and pivot if you feel like you're in the wrong vehicle or anything like that. The other thing which I feel I've said already, I'll just reiterate it again, is the kind of markets you want to be in are markets that have proven winners and markets that literally have people who are making millions of dollars a month from doing the exact same thing. So some of these markets are markets where people on their own, even without purchasing your offer, they're already thinking that they want this thing. See, for example, if you have a content agency, like literally everyone right now wants to make content and they are thinking about, oh, I wish I was making more content right now. If you have a real estate offer, there's millions and millions of people who wish they were in real estate. If you have an offer in trading or stock trading or anything like that, there's millions of people who, without even your offer first, they already want to trade and they want to make money with trading. That's an amazing opportunity and an amazing vehicle. Um, look at like sales, there's a lot of people who want to get into sales too as well. So if you're in any market where if people on their own don't have a need or a desire for what you're selling, then you're you're not in the right market, pretty much, because it's going to be very, very hard, especially if you're planning to use cold traffic. So if you have a big brand and you have millions of followers and people already know, like, and trust you, you can pretty much get away with anything. But if you don't have all of those other advantages and you're going to crack it cold, like most of us try to do, then you're going to need to have those opportunities already in place for you so that you have a good building block that you're building from in order for you to get the best results and the best outcomes inside of the space or inside of the business. Another very key thing that you also mentioned too as well is the partner is a lot more important than the product or the skills that you have. So it's not just about choosing the right market, having the right skills, like who you choose to partner with is also just as important. Because in my experience, I've partnered with people where they're just so obsessed with their product, they're always working to improve the product. If we ask them for anything, they film it as quickly as possible. Um, they're very committed to wanting to grow the business, they're very secure about trying to grow the business as much as possible. They're just so down, so committed to wanting to see the business grow. These are the kind of partners that tend to get the best results with us. Like we've had partners where they they won't really show up or they'll show up once every two months, they won't be as committed and so on and so forth. So being or just trying to continue those kind of relationships when we both know it is not going anywhere, it's not serving either of us. So those kind of relationships are the ones where you need to try and just pivot as quickly as possible and move on to the next partner. Because if you are, you can't be more bought in than the partner in the business because I don't even have like it's not even a 50-50 split. So the business is more yours than mine. So I can't work harder than you on your business than you do, so you have to work just as hard on the business or even twice as hard than I do on the business. So if you can't have a partner like that who is just really locked in and so committed to growing the business and is fully in on growing the business, it's going to be very, very hard for you to scale just because you you don't have any control over how someone acts on the business. And if like think about if I had like a team member or a partner in my business that was acting this way, they won't last long because I'll have to fire them because they're not just meeting up to the standards that we have for the company and for the organization that we have. So if you can't like hire your clients, right, and have them be a member of your team, then what's the point of even working with that client in the first place? So the partner is a lot more important than anything else, and then of course, like the partner has to be good on camera, they have to have a charisma, they have to be able to talk to people in public, they have to be a charismatic leader, and they also have to be really obsessed with the product. If you have those two things, then I don't see how you won't find success with an info offer. So, another thing that we also spoke about is the idea that the total profit that you make is way more important than your return on ad spend. So, as marketers, it's easy for us, me included, to get really obsessed with oh, I need to get a 6x ROAS here, or I need to get a 7x ROAS. But truthfully, the thing that really matters most is how much total profit are you taking home when all is said and done. Because if I'm spending 20k per month on ads and I have a 10x rows, I'm only making about 180k profit. But if I have a 4x return on ads and I'm spending 500,000 in ad spend, I'm making about 2.3 million dollars in revenue and about 2 million dollars plus or 1.5 million dollars plus in profit. That's a lot more money than someone who has a 10x rho and is only spending 20k per month. So as long as you can put one dollar in and get three to four dollars out, like put one dollar in, get a cash collected of at least four X. You should be doing everything possible to keep spending as much money as possible on ads, unless you have other operational complexities that allow you to like pause on scale. Maybe you can't handle the amount of students you're signing and so on and so forth. And when you get to that point, the easiest thing to do is just to raise your prices and keep scaling the ads like as much as and as aggressively as you possibly can. So total profits is very important, and I found that in in the past few months, I found myself wanting to slow down with a couple of clients with regards to the ad spend and stuff like that. But you genuinely just need to be really obsessed about trying to scale as aggressively as possible once you have numbers that work where you put one dollar in, you get four dollars back, you should keep scaling that as aggressively as possible. If you're getting like 1.5x or like 1.2x, then maybe you should slow down a bit because things get really crazy at that point. But if you're seeing a 4x return, then you have everything in you to just keep scaling that as much as possible, and then we just want to obsess over the vanity metrics. Like, oh, I need to get my show up rate from 10 to 15 percent, or I need to get my opt-in rate, I need to increase my opt-in rate by an additional 12%. When you could literally just double the ad spend and make a lot more money rather than you trying to obsess over these vanity metrics that don't really mean much. So, total profit is the true lever that you should have really obsessed about, and you're only going to get there by really scaling your spends. So, moving forward, if we have a $1 in, $4 out equation for any of our partners, our main priority will be trying to scale them as aggressively as possible from there because that's the only way you're going to make a lot of money, honestly, just by really scaling the spend when you see a profitable campaign. And it also helps because there's momentum to as well with something like that. Like the easiest time to close another sale is right after you've closed one sale. So if you have more volume through the system, it just helps every single person because your sales team will have more momentum. You're going to close more deals much quicker, you're going to have more people in the pipelines that you're speaking to, that you're having as leads, that you're sending emails to, text blasts to, and so on and so forth. It just creates this culture where you have so much volume and things are really going well, and you're just really, really stacking wins upon wins just because you have enough volume flowing through the pipe. Like, honestly, marketers are doing like way better. It's not like they know a lot more, they're just in a much better vehicle, they have the right partner and they have a lot of volume going through the system too as well, which is very, very important for you to note. Plus, the fact that let's imagine you spend about 3k on ads and you're spending only $100 a day. If you do that, and by the end of 30 days, you close one deal and you make back 6K, and that gives you a 2x return. That's not so bad, but because you have just such little volume, that 30 days is going to feel like hell for the partner and for you just because they are not seeing any results and they are spending money on these ads, right? So it's extremely important to have enough volume just flow through the pipe because if you're spending $100 a day for 30 days, you might make zero for the whole 30 days, and it will feel like you're just burning money for 30, and then you sell one unit in your high-ticket program and you sell a 6k package, and then you're good. But you won't look like that just because you have such little volume in the system. So the more volume that flows through the pipe, the more better for you, and you just need to really try and scale things up when you're profitable, and that's one thing we are going to be implementing for sure, amongst the other things I shared in this video. So I hope this was useful to you. These are my biggest lessons. It shared a bunch more things, which were really amazing to see, but these were the biggest things that stood out to me the most. And yeah, thank you for watching the video. If you found value in this, make sure you like the video, subscribe, and I hope to see you in the next video. Cheers.