Jasmine Star (00:00:00) - Let test. One, two, test. One, two, one, two. Oh, he's got a hot 100 voice. That's what he has. Five innings. Here we go. New York City. Yeah. Mike, check. One, two, one, two. You. Oh. Welcome to the Jasmine Star Show, where we talk about life, business and everything on the in between. This is back with our co-host series Marcus a Player. Murphy Wow. That's right. That's what we do. Yeah. No one's ever said that. Yeah. Wait, what do I do? Play, Murphy? Really? Yeah. Like this Going to be your nickname at the end. Y'all are joined by Billie Jean. Now, here's the thing with Billie Jean. We met years ago. We were a part of a mastermind here in LA, and I got to see you up close. And then I got to see who you are online. And it's beautiful to see that who you are offline and online are the same thing.

Billy Gene (00:01:01) - I'm very happy that can we pause because that that is the compliment that I appreciate the most. Okay. Because I never want anybody to meet me and be like, You're different so that you just made my day and thank you. Okay. That's better than Marcus player. No. All right, Billy, Stay on camera. Jean. Yes. I'm doesn't have the same ring on the frame. Is good. We'll see with it. So one thing that all I will do to Uplevel is I wanted you to be on the show. Well, Marcus curated the guests, and so he made a list, and I was like, I really want Billy to be on the show. What were you going to say? No, I was just going to say that the same thing that you take as a compliment is exactly why we are so tight. Like, it's the reason why like, you know, how you look for people in this world and just in our world. Authenticity is tough, bro. Yeah, it's really hard to find.

Marcus Murphy (00:01:47) - And so when I sit around and I look at people, are you saying there's a lot of fake people in the industry, bro? No, no, no. Yeah, yeah, lots of fake anyway. But anyway, I think you guys totally vibe. And the reason why I really wanted this conversation is because you're the same person in that way. Yeah. Also, we do business different, like, really different. And so that's where I want to start first and foremost because we will get into Origin story. But first, people are listening to a podcast and they want to know what's in it for me. Yeah, how am I going to learn? What am I going to do? And so, Billy, you came in and you're like, How do I serve best? And I'm like, Be 100, share the real deal. And then like, let's talk about action steps. Like people want to take action. So in a recent Instagram post, you mentioned that you make a handful of quality content pieces.

Billy Gene (00:02:25) - Yes, just a handful. And then you run paid ads to those things. And so people are like, That sounds like the dream. I do a few key things. Yeah. And then put money behind like, how did we get there and what is your firm belief about it? Because it's super different than what I do. It is. So let's address that. Is there is no right or wrong. That's just what's for you, right? So I think we're on the same page there because, you know, like you said, different approaches, but probably same beliefs. Both care about helping people like so we probably a lot of similarities, but our route together is different. So take me let me tell you what I don't want to do. I don't want to post 12 times on Instagram. I don't want to comment back to a single person. I'm playing Xbox with my daughter, going to her basketball games, chilling with my fiance, hanging out with my friends and family, like post it up in San Diego and La Jolla.

Billy Gene (00:03:15) - I drive a golf cart around and I play tennis off. That is exciting to me. Like that's what fulfills me. And at the same time, while I'm doing that, I still fulfill my what I believe is a duty, which is to help other people. And I do that with advertising. So what you just mentioned is it's not that, first of all, posting a million times a day I should be doing it would reach more people, it would make more money. I literally just don't want to like I just I just enjoy like just doing me. So I don't want to knock it because if you're hearing this, you should do it. But if you're stubborn as I am, then here's the game plan. Make one awesome video that teaches people, educates them, etcetera, and then put money behind it and let it run every single day. So like I give an example, like take like creators, for example, like a musician. Somebody makes a song and they're a local artist and everybody in the community hears it.

Billy Gene (00:04:16) - And so then they move on to the next song, but they forget the rest of the world hasn't heard that song yet. There's still 7 billion people who need to hear that song. Just because you're over it. Just because the message ain't new to you doesn't mean it's not new to someone else. I remember that. So to me, I curate my greatest hits, my best speaking gig, my best videos that I make, my best post that I do, etcetera. And then I run ads and show it to new people every single day. So why we're here today, I'll spend about 10 to $20,000 on ads. I'll reach one to 3 to 5 million people. It will sell my. And then after this, I will continue watching the season finale of Too Hot to Handle this. It's simultaneous to me. That makes sense. That fits my lifestyle. And I've tried like, you know, last decade, I've tried a lot of times. All right, Billy, you're going to do your content thing.

Billy Gene (00:05:11) - You know what I've learned about myself? I don't like to do the content thing, okay? I'm learning to accept that We wanted to start the conversation. Let me turn this over to you, but I really wanted to distill what just went down right now. Billy presented what he wanted to talk about in his perspective as a value add. There are some people who know they should be doing something and just won't because they know who they are. So first and foremost, identifying who you are and then building a business around those things and then kind of just being a little irreverent around other people's opinions. Okay, 100%. Love that. I've never had anybody in my inner circle say no to me more than Billie Jean. So people see this is one this is what did he do? No, no, no, no, no, no. So what I what I want people not to miss is the fact that Billy doesn't do anything Billy doesn't want to do. And in fact, the nos are so important, even to people that like love.

Billy Gene (00:06:00) - I love Billy, but I know there's boundaries. And actually what is beautiful about that is like when you're you're saying no, you're saying yes to something that really matters. And like, we have daughters and we talk about this quite a bit. We all we have families. And a lot of times I feel like it's really hard when you're building content and trying to be out there and everywhere to set those boundaries and to say, No, I love this version of Billy because there is a very clear like, I don't want to do that. I want to do this. And in fact, you can't say no unless you know what you want. And I think that that's something I hope people didn't miss is like, if you don't know what you want, it's really, really hard to say no. And that's changed. I appreciate you saying that, but that's changed with the seasons, right? So like I'm 12 years into this digital marketing game, our ads have been now seen 1.5 billion times to work with some of the largest franchises in the world.

Billy Gene (00:06:47) - I've spoken at the stages, all of that I wrote down on a list as a kid of like what I wanted to do. Thank God a lot of support and hard work. I accomplished it. So now it's like you have to create a new vision for yourself. And this new vision of myself is Kyle Laney. That's my baby girl. Brittany That's. That's wifey, my homies. But before I was saying yes to everything. Yep. I said, How many audience you got? Oh, you got three people. That's cool. Come on, bring them stuff like you got six coming together. That's nine. If I can do four of these today, I hit 30, you know, and somebody mentioned the other day, they said like when you get 30 views on a post, people get demoralized. You want to delete. But if that was 30 people in a room, you feel a different way about it. If it was 30 people in front of you like, oh my gosh, everyone's all eyes on me.

Marcus Murphy (00:07:32) - And so just every human matters, you know? But in the beginning it's just hustle. Like in the beginning it was no sleep. In the beginning it was, you know, travel here, do this. It was harder to balance time with my baby girl. Like that was the season you have to build, right? They have to, you know, treat the soil and plant the things before you can just walk out into the garden and just eat tomatoes and apples that I don't garden at apples. Clearly you don't garden. I know there's work to be done before you do it. And I just have my chef cook it, but, like, whatever. Hey, Chef came later, you know? But you're taking a step, so. Just good, by the way. Yeah, he's fired, too. Great. I just had everybody, like, be aware of what season you're in so you don't ever feel bad for yourself. Okay, so we had the very Instagram version of this conversation.

Marcus Murphy (00:08:22) - Okay? I liked it. I liked it. But I want to know, what did he say no to? Like? Man, that's a good question. You know what's funny? There's two things. Personal stuff Billy has rarely said no to. He's always supported me. We support each other. I feel like we always try and try and do that. When it comes down to like, Hey, I want to bring this business opportunity, Billie would be like, That doesn't fit right? And I feel like not, not just doesn't fit, but it's like, actually that could be a lot of money for us. This is what trips me out. It's like this could be big for the money and for maybe Dan the other business. And he's like, But nah man, we're just going to we're really focused on what we're doing. Like, Nah, man, it's season premiere too hot to handle because Yeah, but because money is not my thing. Yeah, that's actually, that's the price it's going to be.

Jasmine Star (00:09:07) - Hey, do you say as somebody who's rich, money doesn't matter? No, because it's like, Yeah, that was it. Yeah. You meet rich people like, Are you kidding me? Why do you care so much about money? But, like. Nah, like, first of all, let me be clear. Money's very. I love it. It's great. There's that. But also didn't come that way. Parents want to read south of San Diego. Same here. But both of my parents grew up on welfare. Like my mom was one of 13. You know, I feel like everybody has a sob story. But to give context, you know, grandfather was murdered, uncle was murdered, drug, sexual abuse, prison. These are the formalities of my life. I got lucky because my father got really good at sales, so he was selling cars. So my dad was making six figures and he was the first one in all of the families to do it. And when I say six figure you make 100 grand.

Billy Gene (00:09:56) - If people are in poverty, you're rich, right? So later they took us out of a situation, put me in private Catholic school, and that allowed me to see all the opportunities. So when I say I'm not a money guy, I'm a super like, I appreciate it and I understand how it can help and serve people, and I think you should all value it. But at this season in my life, if somebody like, Hey, I'll give you a million bucks, but you're going to still 1,000,000 minutes from my baby. Oh, no, I'm good. I'm good. Yeah. It just I know my priorities. You can't put a price on. Oh, like what? I'm gonna play Xbox with the homies tonight till three. Yeah, I'm good. I don't need the cash. Yeah, there was a time that you needed the cash. But what's interesting, though, is like, I'll bring Billy speaking fee is 50 grand just to even turn up at a 30 minute thing.

Marcus Murphy (00:10:44) - And I don't even know if that's true anymore. That used to be what it was, but I remember being like, Yo, man, there's this thing. The funniest thing in the world was Billy would be on Xbox and be like, No. And I would sit there and part of me when I was coming up and when I was thinking about that, I would always value that back. Man, if you did ten of these, that's a half a mil and whatever, and you start doing that math in your head and you can't believe somebody said no. Yeah. But at the same time, like when you talk about what we sacrificed, like I was on the road 400,000 miles a year and I almost literally worked myself out of a great marriage. And being a dad. You say that again? Yeah. Worked myself out of a great marriage. Ooh, but. But isn't that powerful? But isn't that interesting, though? Because if you don't have. Let me ask you this. Who else helps you say no? Oh, I got gatekeepers.

Billy Gene (00:11:33) - Really? Yeah. You can't get out. Yeah. Yeah. But I'm saying, like, do they. They know where you want to go and what you want? Oh, yeah, yeah. The whole team. I mean, there were Kane Paul here on the side, like Daniel, my CFO, my assistant Sheila. Like, literally I'm in a world of notes, my friend. But also, I'll say it if I know someone, I'm not going to be rude. Like I just politely say, No, I appreciate the opportunity, but I'm good. I really want to know Jasmine's answer to that question, too. Who helps you with like, because you have to also say no to quite a few things. I'm sure. I went to season two. Yes, brother, You. Yeah. She's like, Give me those $50,000 talks. I'm happily taking leftovers. I want to be sloppy. So we made watch. We come here in six more months and then it may be opposite.

Jasmine Star (00:12:12) - You be like, Yo, I'm no And it just it's just coincidence at this moment that the season has to support Jade's skin care skin care routine while it is while it's a four week facial salt. Softest hands I've ever fell in my way. But yeah. Okay. No, here's the thing. Like if I was the farmer, I feel like I'm planning a whole new orchard right now. Yes. And I really want to, like, hold space. Marcus had said I almost work my way out from the thing that I very wanted. And so what I would say is that we have a conversation at the top of every year and it's like, What do we want? Yeah. And then like, what are the parameters within those things? And so, yeah, like I'm hitting it hard and I'm seeing more yes than I am, but I got a partner who cosigned on the. Yes. And I got a baby girl who's young enough to co-sign and the. Yes. And so as long as the yes we get to do together, we're all in.

Billy Gene (00:12:58) - So that's where we're at right now. But yeah, I like that. Yes. You get to do together bars. Yeah. Hold on to what you just said is exactly how I run my business. So take this. This is great, right? Because we have obviously a dope setup here, by the way. But yes, I bring K and Paul hater film too, because to me I want leverage. Absolutely. And leverage is this. Absolutely is. Hey, we're going to. Yeah. What is happening right now because look like this is dope and this is going to go out to your audience and amazing. But I'm like, awesome. Well, now let's run an ad target the entire world. I want this plan in Brazil. I want this plan in Spain, I want this plan. And we'll shout out to me in Puerto Rico. Okay. Because they.

Marcus Murphy (00:13:40) - Okay.

Billy Gene (00:13:42) - And that's funny. So the conversation I've just been having this last week with Denver Co is All right, we're going to bite the bullet.

Billy Gene (00:13:49) - Are we going to get these translated into Portuguese and Spanish? And it's an investment. But again, just to make this live because everyone's going to experience this awesome content, but it's like, let's amplify it. Let's throw gas. So every single time I'm not running ads or something, I think I'm like, you know, using 10% of it as opposed to 100. So you just mentioned something about that. I'm actually just curious genuinely, I don't know the answer to this, but you're big in Brazil. Yeah. Why? Just add add inventory is probably cheap there. I know like we you know, it's funny. I don't know, especially because most people that don't speak English. Yeah, right. But the ones that do. So digital marketing is a global thing, right? Like no matter where you are, like people want to know digital marketing. And so after 12 years of putting out content and I think it just kind of happened. And so, yeah, I spoke in Brazil, which was amazing.

Billy Gene (00:14:38) - That felt like a pinch myself moment when we're in Brazil and someone's like, Oh, Billie Jean, I've been following you for six years. I started my agency here and I'm like across the globe. And that's what I meant is like those 30 views when you post something, you don't know if that's the kid in Brazil who's about to blow up it, you just don't know and never take that for granted. So it's honestly, it's humbling. It's very humbling. It's weird.

Jasmine Star (00:15:00) - Do you talk about like, so people are listening and they hear this and they're like, I'm more in alignment to how he wants to live his life like he or she is in the farming season of No, in harvest. They're in the harvest season. So what's like tactical stuff? Like somebody who's listening and they might not have a CEO and they might not have this massive team and they might not travel with their own video crew? Like, what is something that somebody can do now? They're like, there's a pop off piece of content.

Jasmine Star (00:15:21) - Yeah, okay, what do I do now?

Billy Gene (00:15:23) - So first step is what is that pop up piece of content? And usually it could be an interview, a content, like actually, let me kind of go real tactical for a second, take a step back. So my best performing ad right now is a Facebook ad that's in the News Feed. And fun fact. It's one hour and 42 minutes. So when I text you about when I said, you know, I don't usually listen to your talk's not offensive at all. But but but I sat and watched this one and sat through it and I was like, yo, that made me actually sit there and listen to this because an hour, an hour, an hour and 42 minutes, he only wants. You're welcome. I had stuff to do. Yeah. So, so, so one first thing with advertisements is sometimes when you post, a lot of people believe that it has to be like a 15 second punchy thing. No, essentially with Facebook and YouTube, you can run modern day infomercials is essentially what they are now.

Billy Gene (00:16:18) - Infomercials are kind of cheesy. It's like buy there's water glass now for 1999. If you call right now, I'll throw on a second water and da da da da da. Like it's none of that. It's just I just educating people, right? And teaching them. So starting off by literally creating your perfect talk, everything you want to say, you can literally go to look at the local colleges. There's always almost a media department and a lot of the interns in there are looking to actually have hands on project to build their resume. So if you just go online and find out who the director of media is or who's teaching this and you send them an email, Hey, I have a business owner, I'm looking for a student to do X, Y, and Z. Can they get credits in exchange for this? You can get somebody for free. I'm giving you this because you don't have to pay for this stuff. Right? So there's a lot of people who are coming into this industry that boom, they'll come and film.

Billy Gene (00:17:04) - And then the other thing that I will tell you is if you think about the biggest movies in the world, right, Avatar, Et-cetera, every word is planned, every scene, the actors, it's it's it's planned to the minute. So if you're going to make something that you can eat off of for many years to come, I've had as I made literally six years ago, I still run today. If you're going to have an asset once you put everything into it, this is not something and you can there's a style of content. We can just wing it. Don't wing this. This is your masterclass, this is your shot to the world. So my videos, they feel natural when people see them and they go, God, this guy can just get on camera. No, I've just been writing for 12 years. I know what I'm going to say. Yeah, very rehearsed. Right? So literally that's the next step is write out every freaking word that you're going to say. Then when you're filming to make it look fancy.

Billy Gene (00:17:57) - If you don't have like three cameras, whatever, use two cell phones, you and your significant other, who else is in the house and have them filming at the same time. One is a tight shot. See how you're like all up in my face here and then one is a wide shot. We can see all of us. Hello. Right. And then you have them recording at the same time. Then you can go to upwork.com or fiverr.com. And then you can upload your video footage and say, Hey, I'm looking for somebody to edit this together and make it look really professional. Find a link to a video that you really enjoyed and you thought the production value looks sick. Maybe like this one. Send it to them and say, Make it look just like this so you don't even have to speak tech or media to deliver. Just say this is what I want the end result to look like. Can you do this? You'll probably get the whole thing done for somewhere between 25 to 50 bucks.

Billy Gene (00:18:41) - Once you do that, you will go into Facebook's ads manager. If you don't know how to do that, go to Google and say how to run a Facebook ad. They'll explain it like five minutes. There's this thing called Facebook blueprint. It's from Facebook. It's free. Go on Facebook's blueprint and then spend $10 a day running the ad to whoever you think is most likely to buy and buy in and stereotype. You can go to men, women with this age who graduated from this university, who have an interest. If you're talking to entrepreneurs who have an interest in Shark Tank, who read Robert Kiyosaki, etc., that follow Jasmine. Like you could do all of these things in a couple of a click of the buttons without being techie at all. Then if you do not know what to say in your advertisement chat, GPT ChatGPT is free and put in this prompt How to write a Facebook ad to get people to sign up for a phone call. Whatever. Put in anything. Talk to it like it's an assistant and it would write the whole ad for you.

Billy Gene (00:19:34) - So you can do all of this today to start. Selling for like, I don't know if that was too much for like $10. It doesn't have to be crazy expensive for nothing. No, but that's a really good shout out for people that are sitting here going like, I just can't do it. Look at them. Yeah, I might not have three cameras, but it's complicated What I just heard, even though you are literally talking yourself into a sweat. Because I was. Is that. Yeah, but it sounded. It's all we do. Okay, so. But. But isn't that interesting, though, how streamlined that actually was? Because if we went back and we just did the bullet points right there is pretty pretty on par with being like step one through five.

 Jasmine Star (00:20:10) - You see, here I am. I think of like immediately what he just did and I think of that is a clip that you could absolutely run on Meta. And then I think that if you were to clip out each one of you, the 4 to 5 steps that you just listed, that is a 15 second reel.

Jasmine Star (00:20:22) - Like, you know, I mean, like I just think in this context, for this long form, one hour in 46 minutes video in the beginning, were you really specific around like your hook? What are the graphics look like? Can you describe like, how are you going to like Hook?

Billy Gene (00:20:36) - Yeah. So because she's right, you know, usually when you're creating content, that first thing out of your mouth is going to decide if someone sticks or not. But don't forget, there's what you say and then there's what's being said based off of the environment. So the first shot that you see is somebody on stage being introduced and there's like a standing ovation for somebody coming up. So we're trained. When you see that situation and think, oh, something important about to happen, something announcements are supposed to happen, right. And then from practice, from speaking for ten years, you know, I start usually talks off with jokes and get people smiling, etcetera. And it's funny how everything that you do in person kind of translates online, right? It's kind of the same thing.

Billy Gene (00:21:17) - And so there was no crazy hook and I didn't plan to put it directly in the news feed, but just tested it and it worked out that way. But a big part of compensating if you don't have a good hook and this is why I like Facebook ads in particular, is you get text with it. So the text is my hook since I'm not saying anything and I believe the hook is like, you know, 13 tools to Make more Money with Artificial intelligence and less time explained in one hour and 42 minutes. Enjoy. I hope you like it if you do buy my book the summer. I feel like that's your tagline now. And it actually. But again, authenticity counts because anybody else who says that is an absolute steal, it just absolutely doesn't work. Yeah. Yeah. You know, the one thing I was going to say about this, this is so important, we actually argue about this. So I've been on this just for a context point, not me dropping like, hey, you know, the food in the Harvard cafeteria was really bad.

Jasmine Star (00:22:06) - Yeah. Oh, God. So this I wanted to share that. It's not easy.

Marcus Murphy (00:22:10) - Being an intellectual, ladies and.

Marcus Murphy (00:22:11) - Gentlemen. Yeah. I've been on the advisory board at LinkedIn for a while, and we constantly argue about the length of content. And I used to Iowa always plant my flag in the ground and tell them they're like, No, it needs to be like eight, eight minutes, consumable content and people don't learn that way. And I went, okay. I was like, Have you ever sat through a really long movie? Yeah, exactly. Like content. It's good or bad and people are going to be invested in it or not. And I've sat through six hours of binging on Netflix to watch a show to catch up, to be able to talk about it with my friends. So I know, I know for a fact that content matters to the person who's consuming it, but also, like good content rises to the top. Another way of saying that yeah, boring will put you out of business.

Billy Gene (00:22:50) - Boring will put you out. Yeah. That's what people have to realize. We live in a day and age where boring will put you out of business. It's not. Is this content too long? Is this content too short? No. Is it too boring? Ooh, that's a good one. Just the only. That's the only metric. What's boring, by the way.

Jasmine Star (00:23:02) - And so what's boring? And then how if somebody actually has enough self-awareness to be like, maybe not boring. I know I'm not interesting. Like, what are those two?

Billy Gene (00:23:11) - Yeah, I'm laying bro. Like, yeah, no, that would be. No, it's true. It's good. It's good.

Jasmine Star (00:23:15) - It's not like I hate myself, but they're just like. I just don't know how to be more interesting on camera.

Billy Gene (00:23:19) - That's a that's a really good. That's really good. Yeah. So the boring test is very simple, you know, gives. Make something and then give it to somebody and see how long before they either check their other phone or they look to the left or to the right or before they just stop.

Billy Gene (00:23:35) - Like boring is when you fall asleep, when you no longer watch. Like that's, that's the metric like it was boring because people watch entertaining like. Right but how do be interesting or how to create interesting content if you feel like you don't have a dynamic personality and by the way, you don't need one. So a couple of things is take out a blank piece of paper and draw a giant capitalized T Okay. And then on the left hand side, I want you to write problem. And then on the right hand side, I want you to write solution, okay? And then I want you to think of your ideal customer, the person who you would like to buy from you. And I want you to write out every problem that they are going through in their blank. Right? So if you're helping someone start a business, you know, getting customers to, you know, their logo design, their website, hiring people and be as specific as you can and then literally answer those questions. And that is your content.

Billy Gene (00:24:30) - 30 problems, it's 30 different videos. And then if you're unsure of what your person is going through, you can survey. But that takes a long time. I have a better tool for you. It's. Answer the public its answer to the public or answer to the pub. Com. My buddy Neil Patel. You guys know Neil? Neil Patel is the creator of it, but it's freaking amazing. It's my favorite online tool. So you can go in there and there's a search bar, it looks like Google, and you can type in any subject that you can think of and it will tell you every single question that is being asked and searched for around that topic, according to Google. So if you put like, you know, water, it will show you a wheel and it will show you every question Someone's asking about water. Where is it from, how long it's made? Can it stay cold? Da da da da. So literally, you take all of those questions and they're color coordinated by volume.

Jasmine Star (00:25:18) - So the more somebody asks, the darker it is. So you literally just make your content based on what people are saying. So it's not that, you know, you need to be interesting. Your answer is going to be interesting because they've been wanting to know. Like when you go to the doctor's office, you don't go, That wasn't charismatic. I'm out. You're like you're like, my knee hurts and I need to get it fixed right now. So what's the deal? You know, so, yeah, this is so good. And I feel like what I get all the time, I feel like I have a filter or something because I hear what you're saying. But in my mind it is. The value is in the intersection of where people are looking to solve a problem. And you're the you can insert yourself into the solution. And so I like the idea of thinking like, how do we get into the Google searches of our ideal avatars and be the person that can not only have the answer, but get them there as fast as possible? That's kind of where the value is.

Billy Gene (00:26:05) - So also to this is how for everybody, how you build and manufacture fame is exactly that. You insert yourself into those answers and now you're famous, famous, fake like same famous purchase. So like, can I tangent for a second, please? So like, if you want to build a personal brand and like again, I say this being on the other side of all this, I kind of have maybe a little jaded lens, but I can kind of break down the whole formula. So fame, in short, is just being well known, right? Crazy is being well known for anything. You can be famous for anything just being well known. So how are you known? It's very simple. You were seen. Now who dictates that? Historically it has been anybody with money. Because to show TV ads, billboard ads, television ads, print ads, those kind of categories of how fame has been created, it's been deep pockets. And so, for example, you know, you take the artist of let's just take like rest in peace, Kobe Bryant.

Billy Gene (00:27:00) - Right. Shout out to Kobe. But Kobe became one of the most famous people on the planet because think about how many basketball games playing. If he has a career of 20 games, there's, what, 80 games in the season or whatever. But how much money do you think goes into advertising those games? Each one must be, let's just say $1 million, let's just say a $5 Million advertising budget for the game. I'm exaggerate. Let's just say a million for the haters. $1 million gets put into advertising end game. And now he's the focal point and he's the main storyline of 82 games. So that's $82 million that are allocated to talking about Kobe Bryant. Now that's just 82 in 1 year, and he does it for 20. Okay. So he's got $1 billion in ads. But then in addition to that, you also have Nike who comes in and sponsors him. He's the focal point. Now they're spending stupid money on theirs, billion dollars in ads, etcetera. And he's the main guy.

Billy Gene (00:27:52) - So he is the recipient of all of the media talking about him. And now he is famous. Right. And he is one of the most famous person in the world. It's directly math. It's how much money was allocated towards you. And people say, well, like, can you be, you know, famous without paying for it? Money is always spent. It's just about who's paying the bill. So Kobe is famous as a result of the NBA and Nike fronting a big part of that bill and everything else that he's done. You know, the Kardashians are famous as a result of E! And Ryan Seacrest. Whoever put the show together and receiving all of those advertising dollars. But then the kicker comes along in social media comes and the difference is, is they're giving away free advertising, but they're not making you pay for it. Right. But they still own you. If Instagram cuts you off like it's it's their dollars, the fame. So they get in Instagram early. And so Instagram plus E is promoting them.

Billy Gene (00:28:52) - They consistently put out content. Now they're the most famous people in the world. You take the rock, think about every movie he's been in, makes him more famous, etcetera. So now it gets turned over to us where now you can go and spend $10. Let's say I'm a real estate agent, for example. If I'm a real estate agent right now, I'm going to run $10 a day to downtown San Diego, specifically on YouTube and then Facebook. And every single day somebody pulls out their cell phone, they're going to see my face. If I consistently do that for a year, I will be the most famous agent in that area. And I'm famous. Yeah. And then the way that you position your brand is you just design the whole thing. So, for example, you know, kind of give you guys some tactical categories. So take like awards publications. Let's just start there. So if I'm a gardener and I want to be famous, I'm going to apply for every Gardener Award thing that there is because, by the way, to win an award, most of the time you just have to apply and not that many people apply.

Billy Gene (00:29:54) - It's not as cool as you think. So then you go in, apply and you get these awards, and then I'm going to spend $10 a day in that area to talk about, to show how good my award is. And then I'm going to find out who the other biggest gardeners are in this space. All right. Marcus and Jasmine, they garden, too. Okay, cool. I'm going to meet them, connect with them, pay to go to the workshops, get some pictures with them, and then I'm going to spend another $10 on YouTube showing you who I'm hanging out with. So you saw my awards, you saw who I was hanging out with, and now I'm going to solve like 30 problems based on answer to the public. So I spend another $10 there. This money knows everything. He knows everybody, and he's getting awarded for it. Am I not famous? Did I not just print my own fame for $30 a day? That's the game. It's how I built my brand.

Billy Gene (00:30:35) - As far as digital marketing and I say this with humility, I don't think there's a more well known digital marketer on the planet because I bought it. Been buying it for 12 years. Yeah. Do you ever feel like also when people have. I can spend a lot of money and if I can't shoot a jump shot, I think that nobody's going to want to spend money on me. Yeah, yeah, yeah. I mean, yeah, you know, Yes and no. I think when you have the talent, that's what amplifies it. Yeah, but let's be real. How many famous people without talent do we know? A lot. A lot. We. We live in a world where it's not the best. Who wins? It's the best known. Play the game. It's what it is. It's not the best. Who wins The best part? The Snuggie. Everybody. Remember the Snuggie with the blanket? That was like the fourth attempt before it popular. But when people see it, they go blanket with arms.

Billy Gene (00:31:20) - Now they're rich. No, a lot of people tried it before. They didn't understand the marketing aspect. Snuggie did they win? You know?

Jasmine Star (00:31:27) - So can we can we go back? How does the gardener get other media to pay for his fame?

Billy Gene (00:31:33) - Oh. Now, that's a great question. She does this for a living, you know. She's really good. I don't know if you knew that. So, yeah, and that's first of all, it's hard to do. There's one. But secondly, there's a couple of answers to that. I mean, one part of it is being that good, right?

Billy Gene (00:31:54) - So for talent, this.

Jasmine Star (00:31:55) - Is where talent.

Billy Gene (00:31:56) - Comes in to pay for your fame. Maybe because.

Billy Gene (00:31:58) - Because, yeah. Kobe, like, if he wasn't winning, the dollars would not have went as far. Exactly correct. So yeah, the combination so that is how you get attention is you actually have to be that good. And this is where the disconnect is because people will see something like this, they get motivated.

Jasmine Star (00:32:12) - I'm going to create content. You do it for two months. Mastery takes 15 years. Yeah. Like, I mean, you never know Kobe story, right? He's playing, like, in France and like l.a. And putting in hours for 18 years before he's that guy. So, you know, I think what's wrong with the industry now is because you can see so much online and you see people when you accelerate, you think it happens fast. But all success is slow. I mean it's all the same paces The doctor Right. Doctor goes to school for undergrad, four years and then Master's fellowship, etcetera. $350,000 in debt, same process. There's $50,000 in debt 15 years later. And they don't actually start becoming successful until they catch up two decades later when your dad's gone. Yeah. And so why do entrepreneurs think you can buy some for two weeks and then ball out in the same level as the doctor? It's just arrogance and ignorance. It's a combination of the two. But once you humble yourself and you say, You know what, I have work to do and you understand the season you're in, I'm in the season, but this is not like your three month season like we're used to.

Jasmine Star (00:33:12) - This is like your season might be three years, four years, five years, six years. It's why it's successful. People's story is always so interesting and inspiring. It's because it sucked at the beginning, and every great story has a part where the main character each. That's what makes the story magic, is they have to. You ain't never seen an entrepreneur winning. They just more born in winning a movie. Yeah, I haven't seen that movie. So. Yeah, Well, real quick, 95% of businesses fail and I always sit around in that number. It kills me because it's not people like I've never had anybody come up and be like, You know what? I would have made it if I just had more content, you know? Like, that's never been the or like, Hey, I would have made it. I think the 95% of people fail because they stop. Yeah, right. So to your point about people giving up two weeks in or whatever, I think the majority of people listening to this show, you might fail if you just quit.

Marcus Murphy (00:33:59) - Right. But I want to ask you this segue because I know this is important to you. You have 175,000 students worldwide, right? Yeah. Yeah. So I know that actually just threw out there for me. Appreciate it. I mean, I don't know if you guys know about the food in the Harvard cafeteria, but I do. I do. I do think I do think that it's so important because, no, 95% of people don't fail because of some of these things. But they do fail when they're by themselves and isolated, alone. And both of you guys have built incredible communities. And I feel like it would be a sin not to be able to talk about that. 175,000 students, 70 plus countries like I.

Billy Gene (00:34:30) - Agree, super.

Jasmine Star (00:34:30) - Important.

Jasmine Star (00:34:31) - Now I want to pause. You have been on so many podcasts and normally normally they start with tell me who you are, tell me your origin story and what it is you do. And the thing that I have just noticed is it becomes so wrote and what I wanted to do is add so much value on the front end and be like, He's done the work.

Jasmine Star (00:34:46) - There's street cred now. I really want to know, like, who are you and what do you do and how do you serve?

Billy Gene (00:34:53) - I'm a kid who saw two worlds. I have two tattoos. One says perspective and one says vision. They're both on my wrist here. I'm a kid who saw at an early age the wealthiest people in the world and the poorest simultaneously, or at least poorest in our country, the United States. And I've been obsessed with bridging the gap. What's the difference? And one of my coaches, Chow Jim Bunch, he said something really powerful and it stuck with me. And it's made so much sense and it's the kind of philosophy I have in life, he said. No man or woman is greater than their environment, and it took a while to sink in. But I believe in it because I would look at the kids at the University of San Diego, which is why I attended also named University of Spoiled Daughters. It's like that, you know, it's like it's like balling and bougie.

Billy Gene (00:35:44) - And for a year, you know, it is, yeah. Like it's that it's that place. But when I look at that and I go, man, like some of these kids like you go to the houses. Just craziest things I've seen that I've seen, you know, violence and poverty. I'm like, What makes these people different than these people? It's the environment. And I don't just mean physically where you're at. I mean, what's going in here? You know, your parents yelling at you all the time and telling you X, Y, and Z, That's your environment. Instead of listening to a podcast where you're listening to, you know, this type of music that got you feeling the type of way, you know, your true environment physically where you're at. And I noticed that anyone's story when they come from rags to riches because some people say, Well, that doesn't matter. You can still win. Yes, you can. But it's because there was an environment change and maybe the environment was your friends.

Billy Gene (00:36:36) - Maybe it was a mentor, somebody you met in your life. But no change just happens. It was always an environment shift. Was the person, place of thing. We don't know. We have to dive into that, but I'm fascinated with that. So to me, digital marketing comes out and I realized, Oh, I can plug into somebody's environment who may not be in a healthy one. I can put out a course, give somebody some game, and if they have a laptop in a phone, they can make $10,000 a month, pull themselves out of that environment, physically, move to a new place, bring other people with them. Oh, that's what I put on this earth to do. I'm really good with video and storytelling, etcetera. I'm like, That's my jam. That's how I can help people as I can give them a new environment here. And if I can teach people a skill because that's really the key to making money is a skill. You have something worthwhile to trade, right? Money is just a trade.

Billy Gene (00:37:24) - I'll give you X amount of money. I'll trade you for this. Like people say, I want $1 million. What could you trade for it? If you can think of in terms of that, you can make money. So when I teach people how to do marketing, which essentially is bringing customers to businesses and no businesses survives without it. Now I've given them an in-demand skill and if you have an in-demand skill, you can charge more money. Cleaning services typically don't make well. The person doing the clean doesn't make a lot of money because there's a lot of people who have that skill. The more unique your skill, the more in demand, your skill, the more money that you can pull in. So when I come in with my company comes, when our team comes in, we make content to educate people, to upload their skill level so they can make more money so they can change their environment. That's the whole model. Mm. Where did.

Billy Gene (00:38:05) - They go? Like they say. Okay, I want to learn more.

Billy Gene (00:38:08) - Where do they go?

Marcus Murphy (00:38:08) - So, I mean, try Billy's plan or something. I don't know. I'm sure we have some domain stuff, but we have our courses. So I started creating courses to show people and shout at Frank Kern. But he said something a long time ago and it was one of those things that just stuck with me. And he just said, like, You want people to love you more, etcetera. Just give them your best for free. And so two things happen. I started putting out like gangster content right in the news feed and it started to help people. And then I put it in courses for that and sort of help people. When I came into the game, I sold things and they were very expensive. They were like, Well, you know, like 500 bucks, a thousand bucks, 5000 et-cetera Because I heard, you know, coaches say you got to charge high ticket. And then I went to Fiji with Tony Robbins and my buddy Dean Crazy. And Russell was there and Lewis was there.

Jasmine Star (00:38:55) - And so you.

Billy Gene (00:38:56) - Changed your environment?

Billy Gene (00:38:57) - I changed my environment. And so we're all hanging out. And I'll never forget, like Tony said, something that really stuck with me. And he said, I have an intimate relationship with millions of people. And I was like, That's kind of weird. What do you mean by that? But think about the content that Tony's put out. You know, he put out a piece of content and then it saves somebody's marriage, it puts out a piece of content, and then it stops them from going bankrupt or gets them to start one of the most successful companies in the world, or it stops them from committing suicide. This is the kind of content he was putting out. And I was like, That's how you make real impact. So if I'm putting everything behind $1,000 price point. And most people can't reach it. How can you really help anybody like that? Doesn't make no sense. And so I was like, okay, I'm a combine. Kind of put my best out.

Billy Gene (00:39:45) - I'm going to do it for free and then I'm going to try some for cheap. So I did something crazy. My buddy Hector, who's our CMO now, we were talking and we just got I just got back from Fiji and I'm in this mindset and he's like. You know what would happen if, like, we sold one of our courses for 30 bucks? I said, Why are you trying to bankrupt this? You know, the first the first thoughts, the fear anxiety comes in and, you know, the time in Fiji kind of kicked in my head and I said, okay, you know. We're not going to just do one course for 31 bucks. I want to do everything we've ever created in the last decade for 31 bucks. And we have, I mean, probably six. Like, I can't. With so much content, I can't imagine. And I just said, we're going to put it all in one thing altogether and we're going to sell it for 31 bucks. And let's just see what kind of impact it has.

Billy Gene (00:40:31) - Genuinely, when we did it. I thought we'd make, like, I don't know, like 100 grand or something. And like, that's not to be taken lightly, but like, they don't cover my bills. So I was like 100 grand, like, whatever. And then we put it out there and the next thing you know, we did $2 million that month. And it was a lesson to me. It was so biblical, you know, like I went to private Catholic school my whole life. So, you know, we put that out and it's just like, you know, the more people that you help, the more it comes back, you know, to you. And it was that moment. It was like we put it out, have thousands of people buying. We make 2 million bucks that month, like almost all profit. It was a killer month. And we help the most amount of people to testimonials like because of this is good for any course creators be careful about making claims and because the FTC, the Federal Trade Commission, will smack you and put you out of business.

Billy Gene (00:41:23) - So I don't actually use almost any testimonials in our marketing, but don't get it twisted. I have more video testimonials and probably anybody on the planet for our products or services, period. And a lot of them come from that low ticket, putting it out there to the world and that we hear and the stories that we hear. It's just life changing. And it's so cool to know that while we're winning and the team is eating and everybody's good, everybody else is winning too. And so I just felt this synergy in this piece of like, you know, we're doing good for the world. And mind you, we still have our high ticket things. It's like, Yo, here's our 31 book thing, come in. And then of course, when we do the $31 thing, how many more high tickets did we sell? Because sometimes the value is created after the experience. So, you know, you go on an advertisement and or social media and you're talking about how great you are, but nobody's experienced it.

Billy Gene (00:42:14) - The $31 thing allowed me to let lots of people have experience. 175,000 people now, you know, and prices have range. Yeah. So I don't know. It just all happened. And now we're kind of in this flow state, as we say.

Jasmine Star (00:42:27) - Flow state anchored by tennis and too hot to handle, you know?

 Jasmine Star (00:42:32) - Hey, hey, don't forget. Yeah, yeah, yeah.

Jasmine Star (00:42:34) - So I couldn't think of a better way to kind of book in the conversation between perspective and vision. And I think that those are the two biggest takeaways for me and also changing my environment to get a different result and thinking about the purpose and impact that I'm having. And so for people who are watching, I feel like I can confidently say thank you all for breaking it down. There was like three huge anchor pieces that people can take action on, at least one of them today. For people who want to go deeper with you, how are they going to connect with you? I know you may. I know you probably won't respond to it, but it will be zero interaction.

Jasmine Star (00:43:06) - Yeah. So we want people to tag you so people know about your impact.

Billy Gene (00:43:10) - I would say the best way to connect with me is to buy our bank. That's it. Like come into our studio. We have a dope studio in San Diego. But I mean, honestly, like, I think what we'll do is, I mean, in the spirit of giving, if you guys want everything we've ever created in the last decade, I just give it to you. So we'll put like a link in here. Sounds good. And we'll just hook everybody up. Thank you. And yeah, and then just by the upsell on the back end, we're fine. Can I. Can I give one flowers for a friend? Right. Thanks for coming up and do this. Everybody who doesn't understand like this is a lot of coordination, you know, driving all the way up, like putting everything into the calendars. Everybody here is incredibly. Yeah, that hour and a half and a sprinter was rough.

Jasmine Star (00:43:45) - There was really rough. But I just want to say in all seriousness, you know, I really appreciate you and I always have. That means a lot. You know, I thank you.

Jasmine Star (00:43:51) - I appreciate you want to say and for all the news that you give that I got a yes. I mean, let's go.

Billy Gene (00:43:56) - Let me I want to I do want to explain why. So, first of all, thank you guys for having me. Right. Too bad that I respect and admire. So let's just start there and been following both of your careers now for years. So it was a no brainer. Just out of I love to learn. I'm a student before I'm a teacher, so I like learning from both of you. So I'm going to start there. And then secondly, you can tell a lot from interactions that you have with people. And so, Jess, we haven't spent a lot of time together, but the time that we did it was memorable. You made an impact.

Jasmine Star (00:44:23) - And I just left with the feeling because you don't remember everything that happens in a conversation with like, Man, I put her that was my quote. It was like like she was cool. Like, of all the people you meet, you know, you have to come back and do something.

Marcus Murphy (00:44:34) - Means we have to.

Jasmine Star (00:44:35) - And carry this conversation. For those of you who are listening and watching the Jasmine Star Show, shout out Billie Jean co-host Marcus a player. Murphy I'm just going to keep on saying that. It's like a player.

Billy Gene (00:44:45) - Murphy I just was going to love that. Yeah.

Marcus Murphy (00:44:48) - Y'all, thank you.

Jasmine Star (00:44:49) - So much for tuning in. It is an honor and it is a privilege. If this has served you in any which way or form, please connect with Billie Jean. Let him know or somebody on his team will read it and connect.

Billy Gene (00:44:58) - You. Slide in my DMS and I'll read them and I'll feel good. Thank you so much and I'll double tap. Thank you.

Jasmine Star (00:45:04) - Thank you for listening.

Jasmine Star (00:45:05) - Have a beautiful day.