$81m Physical Products Brands?!?

Are we on 50 seconds. Oh, we're on right now.

I don't believe you.

Can you. Can you do me a favor and try and adjust?

I can never. I can never get that thing. Yeah, what's up? George Bryant. How you doing? Oh, we're on 40 seconds. Well, we are. They. They count Facebook. We're talking to the YouTube world though. That camera is Facebook. That camera is YouTube. That camera is Meerkat. That camera is MySpace Live.

MySpace. Yeah.

Dude, all the money is on on woo boo in MySpace.

I'm telling you. Only because Justin Timberlake owns it.

I forgot. Justin Timberlake owns MySpace. Yeah, he is the new Tom. He is. He's the Tom.

Oh, we need.

Would you hand us the aerator, someone? Five, four, two. Here. And here it goes.

Oh, hey everybody. Ryan, why are you pointing? You're doing funny face, funny hand gestures at me. What is that?

We taught that so perfectly it was almost perfect. What's up everybody? Welcome to Wine with Lion. I'm Ryan Daddy Moran.

Who'S giggling at my jokes like a third grader. Oh, it's George Bryant, everybody. George, the Oz behind the curtain. The Oz behind the curtain of 12 figure physical product brands. That's set. That's a hundred billion dollars.

I think we'll get that.

George, don't fact check this, but George Guy behind 100 billion dollar businesses. Is there even such thing as a hundred billion dollar business? Let's ask the good doctor. Hey, the sex therapist Quan, is there such thing as a hundred billion dollar brand business? Does any business do $100 billion?

Does Aramco. How much does Aramco do?

I don't even know what that is.

I know what Aramco is, but I.

Don'T know Arabia's oil company.

That's racist.

Why is that racist? Because he's Asian.

Because you said Saudi Arabia.

You can't.

You can't divide. You can't. Anyway, did you guys notice this huge box in front of us? Yes, I do. I don't know why my voice is so high right now.

We have not pregamed at all.

I can't wait to see how funny I am to you when you got a couple glasses of wine. And I predict that after a couple glasses of wine, Clement Wong will still not be having fun.

There will be no fun. There is no one in the world who enjoys wine with wine less. This is lardy than my co host, the good doctor gynecologist Juan.

I bet being a gynecologist makes you a great sex therapist. Dr. Juan.

I don't know how to respond to that.

Just.

I'm just gonna. I want to know all the secrets.

Anyway, so.

So we recently received a wine with wine present from fan of the show Tom Trombley from Equity Startups. So Tom sent us this bottle that has been locked up. It's been. Are you texting?

I'm. Instagram stories.

Oh, my goodness. All right, that's better. It's better at least sending us. I hope if you were texting somebody, you at least tagged me in the text.

So we have this box that has been the mysterious box that contains wine and the contents from my mysterious past life. And it's never been opened, except like seven times right before we started filming this. And George, I would like for you to do the honors.

Yes, I would love to.

Of cracking open our bottle of. Of wine so that we can. What does an aerator look like? I was asking for an aerator. Yes, it looks like something that you attached. A bottle of wine.

We have a bottle of wine. Two silica packets.

Hey, by the way, while we're. Whoa. There's a bonus prize inside the wine box.

Hold that up. George.

There. Show them what we won. Yes, we won. We won some silica packets. By the way, don't try this at home. It says do not eat. That's just a suggestion.

If they put do not eat on a package, what you really need to ask yourself is what's the government trying to hide from us? Like what. What awakens sense of spirituality do they not want us to experience as a result of consuming silica packets?

Can I bet it's natural too?

It's gotta be.

Yeah. Organic, non gmo. Might be keto.

It could be keto. We're not. That hasn't been fact checked yet, but there's a chance.

You swallow it without chewing. It could be keto.

Could also be like Asian orange.

An Asian orange?

Yes. That's racist.

I wish there was someone here who could tell us about Asian food. Fruits. If there was anyone here who could tell us.

George.

I don't know. Yeah.

George, do you know anything about Asian fruits? I don't.

Being a chef, no.

Oh.

So listen, I'm not a chef. I just played one on the Internet for a couple of years.

We're gonna. We're gonna get into that. But I. What exactly are you doing here?

You gotta have a foil cutter to take the top off.

Really? Did you know we were supposed to do that?

Most people have foil cutters.

We usually just blast through it. Oil is not holding us back.

Yeah. Yeah, I know.

Nothing holds you back, not even latex.

Okay, so that's great.

Actually, that would be Esther saying that I have not. That is not holding me back. I am gonna be born.

I got you, dad. I got you, dad.

I got this one covered.

There we go.

All right. Hey, if you're watching on live, we'd love to say.

Hey.

Leave us a. Leave us a. Hello. In the comments, we'd like to see.

Did someone just comment.

Alex Jones.

Who's Alex Jones? That was in response to your.

What's the government trying to hide from us?

That's on the next episode of Infowars.

Oh, you listen here, kids. Everybody's gonna start doubting silica packets.

Just wondering why there are silica packets in a box with a glass bottle.

That's a great question. What are silica packets actually do? If anyone knows, you get a prize. It's a lifetime supply of silica packets.

They wick away. They absorb moisture.

What? What did you say?

They wicked away a desiccate. Desiccate?

Is that a medical term for something?

No, it's d. It's removing water.

It's going. It's going that way. That's.

That's how that.

That's how tonight's episode is gonna go. Got it, everybody.

All right, let's.

Let's see who we got on. What's up, Aiden. Good to see you. Aiden has the top fan tag, the new Facebook. Wow, that was. That was arousing. That was a rousing applause for our top fan, everybody.

Bradley Smith.

Jacob Brown. What's up, guys?

Hey.

Tom Trombley is here watching us drink his wine.

Oh, thanks, Tom.

John Hoff. Good to see you.

No.

And Aiden.

Aiden wants to hear you talk about.

Kama Sutra, Dr. Clement. Well, we'll dive into that. There we go. Oh boy. And the wine hasn't even flowed and it's already getting sloppy. All right, who else we got?

Oh, hey, Amanda. Amanda Barely is with us.

What's up, Amanda?

She's your biggest fan.

She's pretty amazing.

Art Manville. Good to see you. Sophia Cohen.

Tracy Henny. Oh, thanks. Hey, Trace, you know who that is? I do.

Oh, tell us about Tracy.

Tracy is my best friend's sister in law who lives in Massachusetts. Hey, we found two aerators. We did?

Woo. We manifested that. Will Henderson. I'm his biggest fan.

Belle.

Boobar.

Boobar. Hey, you speak French. How do you say that?

Maybe Boobat.

I don't know.

Whoa. There is no in that name.

Well, because you wouldn't pronounce The D, probably in French.

And that's why he's got 17 honorary doctorates. Okay, Rob Bennett. What's going on? Roy Lewis. Chris d'. Amore. Hey. Austin Seaver. What's going on?

That's my wife.

Austin.

Austin Seaver is your wife? No, the one with the heart eyes. I think that's my wife. You think this is your wife? I can't see from you.

You don't know your wife's name?

Is this your wife? That's my wife.

Your wife is here.

My wife is here, which means my son is watching.

We should have said so many. We shouldn't have said so anyway. Sebastian Cop. What's going on? Yogi Patel. That's a badass name. Yogi Patel is his real name. Yogi.

That is a.

That's a badass name.

Well, we tried to say hi to. To Bill, and now he's yelling at us. That's just mean. You speak in all caps. That's just rude. That's how you yell. Boobard.

C. Money's got you, Bill. Kelly Woods. Good to see you. Cena. Hey, thanks for hanging out with us. Eric Payne.

Good to see you.

Alex Jacks. Clay Hebert is here, everybody.

Clay Hebert.

Who invited him to Facebook Live?

I don't know.

Do you know yesterday, he was sitting in the chair that your butt is touching right now?

I was here.

Your butt touched the same chair.

Clay, we're touching butts.

I'm very aroused. Okay, what are we drinking tonight? Well, we know it came from a wooden box.

That's all we know.

Yeah, no disagreements on that. Okay, great. We got. We've got a. We've got a 2014 Cabernet from Miscata Vineyards, and it came in a brown box, which means it was probably expensive, and it was engraved, so it has to be good, and we're gonna find out. All right.

Dr. Clement, you're up first. Since you drink the slowest, remember the hashtag for tonight and every wine with Wyan. Where the good doctor joins us. Drink, Clement, drink. It's the only way that he gets through. Wine with wine. Drink, Clement. Drink, everybody. It's the only thing that keeps him here. The only reason he hangs out with me is because we drink wine together. Otherwise, well, he would.

That's enough to get me drunk.

All right, there we go. And this will probably last you the whole show. It will.

We brought a backup bottle for us. Wait, we need. We need. We need to.

We need to play a drinking game. And I say for every.

For every five.

Drink, Clement, drink. Hashtags, Clement has to take a sip.

I like that game.

For every five hashtags of drink Clement.

Drink, Crystal says that I should use.

A 7 up so I can make a wine spritzer.

That's kind of.

Okay, look, whatever. Whatever gets you to have a good time.

Clem. This is about you having a good time.

Yeah, that's why we do this. It's like, what do we got to do to get Clement to have fun? And he's like, well.

We could talk about Costco. I heard.

What is. Oh, is this for. You see, money. The mystery. The mystery hand shows up behind the camera. This is. This is like a. This is a college wine glass right here. This is.

Wouldn't that be a solo cup?

I don't know. I didn't have a drop of alcohol when I was in college.

College.

So I couldn't tell you.

I never. I don't know what college is. So we got. We got four hashtag drink drinks and.

Oh, wait till the fifth one.

Would you say?

Hashtag what?

Four hashtag drink clinks and one hashtag dink clink.

Doesn't count. Doesn't.

Doesn't count.

I just. I just got that. Oh, it was a typo.

Okay.

Got it.

It took me twice.

Hey, Charger. What? I.

Recut.

Yeah, don't put that one in there. Hey, man. Hey, man, I wish.

I wish I could find somebody who looked at me like you do.

It's the daddy hat.

It's. Well, when you've got it, font it. That's my philosophy. Hey, gents, thanks for hanging out with me on wine with wine.

Cheers.

Despite.

Despite not having a good time. Oh.

In honor of Scott Adams, for all of you who are watching live, please join us in the simultaneous sip.

Mmm, that's good. Simultaneous sipping. Hey, what do you think of the wine?

It's really good.

Very, very smooth.

Very smooth.

Got a gotta. It enters very oaky, and exits with a hint of cherry.

I got the cherry. You taste the cherry?

Yeah, licorice. But, like.

Yeah, cherry licorice.

Yep.

Tastes like win.

This is the part of the show where we act like we have content to share. George, you're the man behind the curtain of trillion dollar companies. Yes.

Now we're up to a trillion.

Well, now that America's great again. So now we got. We got trillion dollar companies. And I know you've worked with companies that have gone from like 10 to 100. Some 1 to 10. What's your secret sauce, man?

Oh, and.

And wait, some of the companies are there Any I can't share. Just whisper them into the microphone if you don't want me to share it.

You know who they are, I can share them. Yeah. So Reebok. Yep.

Nike or Men's Health?

Mental Health. Women's Health.

Women's Health. On it. Vital proteins. Big companies go to you and say, tell us what to do to sell physical products on the Internet and some digital products. And what do you tell them to do?

Build high quality value based two way relationships.

And that means in English.

Marry your customers.

Oh, and that sounds a non flowery language. Like.

You have to care.

Okay, I like this.

So this is, this is. There's. There's somebody watching and his name is Hal. And how it probably Hal Elrod Hall. Rod is like, I don't care about my customers.

That's the problem that we run into.

That's a bold state. I didn't know that you and Hal had opened up with each other. That.

No, no, no, not me. And how's that? How's done? Well, no, I.

That was a joke.

A total joke.

Big joke. It was a dad joke.

Just a dad joke. Yeah. I think to really synthesize like what it comes down.

Really wanted it to be funny and no one laughed.

I figured if I changed it, it would hurt as bad that I didn't laugh.

So I just kind of went.

Laughing at me. Yeah. Well, now we're bringing attention to it. It's okay. You have to own that too. I do, yeah.

I'm not a funny person, George. So there's somebody watching this. Like I don't. I just want to make money. What do you tell that person?

Well, the thing I call like 2018, the year of discernment, where the blue ocean of the Internet and paid media and faceless brands and lack of value isn't really possible anymore. I mean we've seen 4 or 5,6x CPAs on paid media like cost per acquisition just in like the last two years and really.

Whereas like three years ago you could be bad at Facebook ads and be good at marketing.

Yes, yes, exactly. And so now it's turning into the only thing that's just differentiating. Companies that are winning or losing are the value that they add to their customers. Whatever problems they're solving, content they create, influence influencers and the journeys that they design for their customers. To have the experience be deeper than the product itself, but the product being an amplification of a core solution.

Well, I think one of the things that naturally comes up for a lot of entrepreneurs and companies is they think like any content is good content. And I've said publicly I think 80% of the content people do is like a waste of time. And so I'm curious from your perspective when companies go to just create content, try to build an audience and engage people, what works versus the things that people should just not do.

Yeah. So it's really. And you nailed it. I think the numbers might be more. And the biggest, the biggest differentiator is when you create content about you, you lose. When you create content about your customers, you win. And people look at not everybody, but what we see is like a lot of content that is created. My own including is very self serving about me. Like this is what I think rather than listening to what my customers pain points are, needs, questions, experiences and then creating content or curating content to enhance or engage that experience.

So can you give me an example of like how you flip that for people? Because I think anybody who's been in marketing for any period of time.

Yeah.

Has heard like don't talk about the features, talk about the benefits.

Yeah, for sure.

So but what does that look like from a tangible first?

I just want to acknowledge you for asking a question.

Nice to have almost like you. It's almost like he wants to be here.

I love, I love it.

You're a good, you're a good sport.

So I'll give a specific example.

And this, this, I love this guy. I wish he loved me back.

This came up. I mean we, we.

Why don't you love me? Dr. Coleman?

Take a second.

Why? Why am I not pretty enough?

Is it something I said? Is it the way I watch you when you sleep?

Yep.

Holy crap.

You are, you are.

You are a glass in. George came to play. Hashtag drink, come and drink. Oh, I think that was our fifth one actually. There were 50, 10 sips. You got to keep it. That's the challenge. Can you pace George?

I try to be professional in everything I do.

This is.

The answer is no.

So I want to answer the doctor's question because I think it's an amazing question. I'm going to give like a real world example and I think it came up and Tyler and I talked. You know we have all these companies. Like we'll pick, we'll pick a supplement.

Collagen, just because it's easy. And we look at like all the stuff that exists on the Internet. We're like, oh, these are the benefits of colleges. Like my favorite thing to do is I go straight to the Amazon reviews and I start reading all the testimonials all the questions, all the FAQs, and I make a massive note. I write down everything that was said, I tally up how many answers were there. I go to every competitor's product, I read all of the questions that they're failing to answer for their customers, and I write them all down. I take it and I create a content marketing plan with my own content. I plan out exactly how to solve it, what they talked about, what the best solution is, create an experience to go with it. And then as soon as I create it, I go run ads and target it to every single person's customers who's not answering their own customers questions.

Beauty.

If y' all didn't mark that down as a one minute video on Instagram. That was a writer downer. That was. That's hot. I'm very turned on.

I earned a poor.

That is so aerated.

It's very. I thought the aerator, like you just held it above the bullet, the glass, and he put it in the bottle.

Hey, if you're watching live, by the way, I gotta give a public shout out to C Money, who's behind the camera, who just dropped. Holy Moses, George. No wonder you wanted to know about a backup wine bottle. There is, there is. Like, we dropped some epic stuff on YouTube this week. So for those of you who are watching, search my name. You can see. See Money's handiwork. By the way, if.

If you.

If you love the stuff that C Money puts out, push, push tag.

Hashtag.

C Money is love.

C Money is love. Is it C$sign or C money?

It's C Money.

I feel like we need to start adding emojis into hashtags.

What do you. How do you prefer to be addressed?

C dash money. CDash money.

Just hashtag C dash money.

How many people use that hashtag?

I'm gonna say at least. At least both of the people watching us.

Hashtag C money, which is my wife and my neighbor.

Nobody has used. Don't forget.

Don't forget your son. Don't forget your son. This could be his first hashtag.

It could be. Nobody has used C dash money on it.

Well, that's about to change right now.

I interrupted the flow in here somewhere. You guys were dropping bombs and I.

Well, I dropped a one minute bomb and then I gave myself an aggressive pour.

That was. That was an aggressive pour. And I think I saw out of the corner of my eye, I saw the good doctor kiss his wine.

He did like the lip smack. Like. No, no, it was like.

It was like he's like, when it hits your lip, you know. You remember the movie Old School?

I do.

Clement. Clement's version is. He goes, the minute it hits your lips, that's when you put the glass down. It's so good. It's so good. Once it hits your lips, it feels so good. Just don't let it, you know, get past the lips is what it is.

See, Money slurps is one.

He'S just.

Straight up heard around the world.

He waited till an audible pause went.

This wine is delectable. Can life get better? I submit that it cannot.

I want to ask you a question.

Okay.

So because you said 80% of content you think is a waste, what do you see as an avenue? You're a content creator. Millions of views on your videos, which are amazing, by the way, and you should do more of them. Yeah. What do you see as the differentiator between, like, the good content, the 20 and the 80% that shouldn't be published?

So I, I.

I know what it is for me. I don't know what it is for everybody else.

And for me, as weird as it sounds, it's more like a. It's more a feeling. There's like a. I know when I'm in the zone, and when I'm in the zone, I know when something's gonna hit. And I think that. I really think the difference of when I'm in the zone is, like, I feel totally filled up and present, that it makes me feel like I have something more to give. Whereas when I'm not in the zone, I'm usually thinking about what's gonna hit. Like, I'm just in my head. And that's probably the experience that I have. That is the difference between, like, are you giving to somebody else or are you thinking about yourself? And I, I think most people are just saying things to say things in hopes of building an audience rather than saying things gives someone else a shift. And if you can give someone a shift, they remember that and they start to associate that shift with you.

There's a good book over there about that. Contagious. Contagious. That's my, that's, that's my. That's the only book I've ever read on marketing, really the only one.

It's a good one.

Who was just here this week that.

Was like, who's the one? What's the one marketing book you should read? And I was like, contagious, Kareem, right? Yeah.

Contagious is the book.

It's like, if you should read one Book on marketing. I think it's. I think it's Contagious because the other book that the author wrote was a hit. Like a mass hypnosis book. Kind of interesting. I couldn't get past the chapter of carrying 26 billion business cards. That was the one. I was like, I don't think I can get past that. But anyway, contagious is a fantastic piece of work.

Good job, Jonah.

Well done, Jonah. Give us a call.

Shout out to Jonah Burger.

I couldn't remember if it was Burger or Berger. And then I felt bad.

Burger, Wine with wine. And now Jonah Burger. And now I.

And now I feel bad tagging him in this replay. I wouldn't, because I couldn't say his name.

But you had wine, so.

Okay, all right. I'm drunk. I've had four sips. Well, blame it. Blame it on the wine. You got to be trashed.

Does that kiss a death?

Hey, who else is hanging out with us? Hey, Dr. Clement. How do you say that last name?

Oh, that is one of my mastermind students.

IGA Chaga.

Yeah, Kind. The way she says it's like straight fire. I can't even.

Straight fire, Laura.

Straight fire.

Thanks for hanging out.

Like, she. She says it, and it's just straight fire.

Joanne Hoops. What's going on? Brianna Thomas is in the house, everybody. Hey.

Oh, she's got a top fan tag. She's got top fan tag. Good work, you guys. Got some catching up to do. To Brianna and Aiden. Tracy Henny. Hey, what's going on?

Keith Evans.

Hey.

Whoa.

My goodness. Is your name Savage? What? I. We're gonna call him Savage. The Savage is in the house watching us on wine with wine. What's going on?

Stacy Rolfe.

Hey, what's going on? Nancy. Oh, Nancy.

Nancy.

Power band low.

That's right. Nancy's in the house.

Matthew Osborne. He put hashtag C. Money is love. Just see.

Money is love.

Beverly Parnell. Good to see you.

And.

Brad Foster. Hey, what's going on? He says, oh, Brad has a message for you.

Yeah.

Oh, he did.

See Money. Yeah, I saw C. Money typing over there. Okay, well, then he silently poured himself.

Well, then I'll. I'll shut up. Hey, John Harris.

They were on A one. Holy Moses. How did that happen?

Save some for Clement.

Why?

Look, because he's got at least another hour of this, and he's got to stay for something. Do you realize if. If we run out of wine, Clement's gonna be like, why am I here?

Why am I here? I don't even like you guys, he's like, I'm just here for the wine earlier.

There's a good question.

All right, let. Hit me.

New to owning a painting company. Any ideas on marketing paths? Oh, that's good. I like that because there's some manual hustle built into that.

I think you should paint Make America Great again on your body and watch it go viral.

Do you remember when that dude sold a spot on his forehead as a tattoo for an advertisement?

I do remember this.

Yeah.

I just remember that. That was my whole.

That's all I had.

Okay.

And. But I'm glad that you remember because I didn't feel alone.

That was great. You only get one bottle. Who made that decision?

Doctor Clement is my favorite. I'm here for Clement. Sorry, Ryan.

Oh, that's all right. I. I understand.

Aiden said, what body parts.

What does that even mean?

Painting Make a grack Great. Make America.

Oh, I'm gonna let whoever loses the bet decide.

What's the bet?

Well, especially since I'm deciding for somebody else. I'm deciding for the painting company.

Oh, got it.

Yeah. How. How would you.

I think.

Let me try again using English words.

I think marketing a local business is. The results are amplified using the strategies that you back. Because it's much easier to connect and faster to connect and easier to build up local celebrity in a very defined area than trying to like spread a wide message or trying to become an expert in something. If you're a local celebrity, the media is cheap. It's easy to make like insider references. It's like we all remember, like the local celebrities are always on late night tv. Like it's. It's easy to be in constant. In the constant conversation and get the attention of a local audience, especially using social.

Do you agree? I totally agree. And I think. And I don't remember the stat. It's incontagious. And I thought it's like 80, 80 to 80 to one of those numbers. Percent of advertising is still done. Word of mouth, but unmeasurable. And that's when like we talk about social triggers. Like, one of the things that I focus on social media heavily when I work with these clients is turning nos into yeses. And when we live in this world of local businesses or digital businesses or online massive businesses, all too often what I found is people obsess so much on the front end. Like I got a 4% conversion rate, so therefore I'm going to Pay to acquire 100 new customers to add four more. And I'm like, did you not realize that you had 96 people say no to you. And when you can dive in and be in relationship with the people that said no and turn those no's into Yeses, you literally 3, 4, 5x your internal word of mouth marketing machine without spending another dollar. And sometimes it's one touch point, two touch points, an email or a phone call away from having an LTV or a lifetime value of a thousand dollars.

So true. So most people will leave those 96 people just on the sidelines all day. So what, what do you do? What do you do differently? Are you just going in there and being super active with those no's or is there something that you're focusing on to increase that conversion rate?

So I think to answer that question.

I feel like the no's are just simply feedback that we refuse to take. And I, number one, don't ever want to own a business where I have 100 people walk in the front door of my restaurant and 96 of them turn around and leave.

I'm drinking to that one.

And so I obsess over figuring out what the psychology is of what was missing or what I could do differently to change that experience. And that experience might not be a dollar sign. It might not be a transaction. It might be a touch point, a piece of content, or a transformation, that person's life that gets them to go home and say, oh my God, you guys will never believe, believe it. I didn't give this person money. They didn't send me a card abandonment. They gave me this free piece of content that literally changed the problem. I had go buy their products right now. And so like three or four years ago, I had this idea to stop doing cart abandonments and start doing cart gifts. And I wanted to mess around with the psychology of reciprocity when it comes to marketing. And my, my thesis wasn't like the whole bullshit of like, you get somebody to say yes five times, they'll buy more. It's crap. You add value. Get somebody enrolled in their vision, not enrolled in our vision, and they will take an action to benefit their life and they'll put whatever dollar sign is associated with it to change that. And so rather than be like, hey, let me insult your intelligence, you forgot something. It's like, I didn't forget shit. I left on purpose because your product sucks.

It is funny, like, we focus so much on the card abandonment thing and has anyone here actually been like, oh, right, I forgot to order that thing. I'm so glad they reminded me.

Right?

No, no, there was something that stopped you from ordering in the first place. We so often forget that it's people behind the purchase rather than like algorithms who just reward us with money from the sky.

And when you think about that, it's like the only time anybody ever uses card abandons is they know they're going to get a discount coupon because they leave your cart. And now you've trained your entire customer base that you are overcharging people and you don't think you're as valuable as you put on the Internet. Therefore you're a sham. I don't trust you. I'm not gonna buy your product. Done.

Bill Nye mic drop emoji that I.

Put on your Instagram story alerts. When I look at it, I'm like, what are the avenues in which we can figure out what those answers are? And it doesn't mean that out of the hundred people, the four that bought, we're really good. We have seven. About customer journey. When people give us their credit card, we don't obsess about bridging the gap between where we want them to be and where they are to get more people into that experience. And so it could be as simple as in cart abandonment. I mapped this out for a company and instead of sending a cart abandonment immediately, the first email that went out when they left the cart 45 minutes later is like, hey, we're not going to be like everybody else and insult your intelligence. I know you didn't forget. I know you left because I failed to do something to enhance your life or convince you to buy my product. So instead of doing that beautiful, here's a video that nobody else has ever seen. It's only for people that add this product to our cart and leave. And it's a 45 minute training video on how you don't need our supplement in your life.

Please go on.

Boom. So no becomes yes. Any ammunition about a bad experience about this brand sucks. They keep trying to convince me to buy. I took their ammunition away from them to have any evidence about me being anything other than stellar. And so then they consume the video. Oh, by the way, that video is on a page that's pixeled just in case we get into retargeting later. And then I follow up with another email and I ask for authentic feedback about what was missing from them in the buying experience. And here's the fact, the last thing they said was no. So I can't ask them a question because now I'm already in debt to them with the Reciprocity Bank. So Instead, I make a deposit and I give them free content. I give them a video, I acknowledge that I made a mistake. And then I'm like, hey, I totally ethically bribed you. Only because I really want your authentic feedback. And I would love it if you could respond to this email right now and tell me what was missing from me. To have you have a positive experience to buy my product or become a customer of my brand. And no matter what you do, it's only the right answer. The emails that you get that I've gotten are phenomenal and business changing because I literally take all the responses I copy and paste into a document. I take exactly what they said, and I use their words as the copy on my sales page, on my PDP page, in the subject line of my email. And instead of hiring a copywriter, I literally reverb or regurgitate all of the pain points in the actual language of my customers that are giving me the feedback that I refuse to listen to because I think I'm too fucking good. And I want to add 100 more people to make four more sales because my ego would be hurt if I realized that I suck at the other 96.

If you just had a brain gasm. Hashtag braingasm in the comments, do it. This is hot. Did you just giggle when I said.

Do it, do it? I saw all these, like, comments come.

On screen.

George, can't you respond to 14 questions while you're also spitting gold and drinking wine all at the same time?

And the open loop in my. My brain makes the open loops. They'll all get closed by the time.

We'Re gonna be here for 7, 17 hours. Everybody drinking wine.

I will say I was almost offended yesterday when Ryan's like, we're gonna change your talk at the summit from an hour to open ended. And I was like, I'm gonna take that as a compliment.

Your cousin's watching.

My cousin. My sister.

Yeah. Like, this is a family affair. We got a phone number you guys dropped. Apple is notorious for not dropping prices. They set that expectation when they had control over their entire supply chain. This is a big argument in favor of not giving away stuff for dirt cheap when you first start selling it.

Yeah. So let's talk about that for a second. We got lots of brain gasms.

Keep going.

Keep bringing them.

And hold on. I just saw a comment said reverse psychology. No, it's giving a shit to hear what most people aren't willing to hear. And that is how you solve really big problems and have a really big Impact is you live in this space where it is a two way value based relationship where people feel safe to give you the feedback so you can enhance their experience which will further solidify the foundation of your brand. That will never be touchable.

Fact.

I have Nothing to add. Dr. Clement.

Do you try to sell them after you've like.

I don't have to.

Okay.

I don't have to. Reciprocity is a.

How do you know that they come back?

I'm not so concerned about them coming back. I'm concerned about when they go out to lunch with their girlfriends after their mommy in the park workout and someone's like how was your morning? The Average person gives 10 brand recommendations or non recommendations in the first 90 seconds of a conversation. I want to be a yes. And so I ensure that I create a social trigger or I burn in a neural pathway in their brain that says I was looking at 10 products today. I didn't buy any of them. They all tried to give me a discount. And this one guy gave me a 45 minute video with an ebook and said I wasn't allowed to buy his product. I was only allowed to watch this free content and give him feedback on why he sucks. That's what I want. I want to be associated with value, with high quality and not feel like I'm a discount brand. But I have my morals, I have my values and I stand by them. I'm not willing to discount my product to convince you to buy it. I believe in my product and I'm going to convince you to either use my brand, consume my content because it enhances your experience or solve a problem in your life. And if you buy or you don't buy, I'm completely okay because I left you better than when you came in.

That's beautiful. It's just I, I've been following Frank Kern for a good 10 years now. Is actually I met, I met my mentor Travis and my, my business partner Matt Davis at the first ever mass control event and he's been doing a lot of Facebook lives recently and he's, he, he talks about this a lot. But like the best ads are the ones where you actually help people. Like you actually give something that is, that is a meaningful shift for somebody else. There's no need to overthink the copy points in today's world. It's just what actually gives somebody the shift.

And to answer the specific question, how do you know if they come back? Well, we have measures everywhere. We have pixel attribution, we have email responses.

There's a strategy behind maximizing the marketing. But you actually care.

Totally. Like, for me, it's like I look at businesses as a bucket and we're really, really good at filling the top of the bucket. We're really shitty. Not, I'm saying we myself, at finding and plugging all the holes in the bucket. And the holes of the bucket are what literally help you take a company from 1 to 10 or 10 to 100. Because if you scale a broken foundation, you'll only ever hit the third floor until the building falls down again. And you keep repeating the same process over and over and over again. And what I see is, I see companies that have products, have info products and physical products. They get a market, they get an audience, they figure out an ad that works, they scale the product and then rather than figure out how to close the last 20%, they accept it as a diminishing return and they add a new acquisition model or product. And then what they add end up with six months from now is four SKUs. They can't measure where they're coming from. They don't know what the revenue is doing. They don't know what ad is attributed to what. And then all of them start dwindling down because they didn't close the 20% of the first one and make sure their foundation was solid to actually scale their company.

It's like you've done this before.

Yes. See? Money.

Do you remember we were sitting on this couch right here and I was talking about how I. I'm seriously thinking about adopting a no sales. Sales policy.

Yeah.

It's like this, this is what I was trying to say. And George just articulated it better in more words.

After more wine.

I'm impressed that the idea of just like showing up for your people and showing up for your customers and doing things that provide a meaningful impact into them, they can't help but but be your ambassador. And this actually, this conversation is holding me accountable to a different standard. Because you attend marketing conferences and you hear about the strategy or you hang out with your buddies and they're bragging about who's selling how much per month. Or you download a training and it's usually about the marketing funnel that is going to work and your primary thing at the base of it is like, first of all, do you care? And is that reflected in how you are showing up for your customers? Because then we might have a strategy to put behind it. But if those two things aren't in place, you can, you can amplify a golden turd and it's still going to.

Be a turd and it still smells like shit.

It does, yeah.

And so, like, what I said in one of my keynotes that just came out of me was, marketing as transactional. Relationship building is transformational. And like, I've never really let go of that. And it means so much to me. And it's just thinking through the entire process and the user experience. And my second question, when people, like, people call me, like, have a marketing problem, like, tell me about it. Or I'm like, no, you have a fucking relationship problem. And it's either a relationship problem with yourself, with your team, or with your customers. That's a. And we need to fix them, work on them. So there's congruencies throughout the brand. So what is projected or what is shown to the world is actually mission and vision oriented or aligned to your company to have the impact that you want. And literally I was like, would you be okay if I had your funnel in my company or I had your product in my company and your wife bought my product?

And the face of it, how many.

People say, yeah, call your grandma and.

Put it through my phone? None of them.

None of them. And I'm like, why.

Then why do you think that it's okay that you do it to mine?

Or that I gave my 16 year old daughter permission to use my credit card and itunes and bought your shitty app that upsold her 63 things and you think I'm gonna ground her because I got a $200 iTunes bill? But I'm gonna find you. That's what I'm gonna do. I'm gonna find you and then I'm gonna run Facebook ads and smear the out of your company. And I'm like, look what he did to my 16 year old daughter.

Watch how quick that goes viral and how low my CPAs are.

So I want, I actually want to go, I want to go one level, one level deeper.

I normally have never said that, but I had a glass of wine, so I was like, I have a unique set of stuff skills.

By the way. Speaking of wine. Hashtag drink, Clement drink. I'm just gonna call you out on the live. You're being, you're being a little bit lax on the drink. Clement drink.

It's coming out.

It started a millimeter higher.

You've.

You've kissed your wine seven times. I should.

So, so. So if you follow the work of Scott Adams, he analyzes.

The interactions between Trump and Putin as future pacing, as Trump basically leading Putin in the direction that he wants to go like, oh, we're friends with Putin and Putin follows through. But so what I'm. Wow. That was a weird, roundabout way of saying. I should probably stop saying, Clement, you drink so slowly because that's just going to future pace him into drinking more slowly. Clement, I'm really impressed with how fast you're drinking your wine tonight.

Thank you. Yes, well, that's similar.

That's really great. I noticed that it's coming down.

Can we use some NLP and good positive hypnosis to get him to drink?

Absolutely.

That was good.

Hey, Clement, do you remember that one time that you drank the wine so fast that you got drunk within three hours? No. That's because you were so drunk that night that you forgot that night was tonight.

So question for you. When you create like the content on the back end to tell people not to buy from you, do you like, do you create it yourself? Do you like, how do you design the content from a practical level?

Amazing, amazing question. And it depends on the company. Like in, in my company, my food, blog, whatever. Yes, it's my face on video. I love being a part of the storyboarding process, the creative process. Like, it's like my favorite thing is hearing myself talk. So I just created a job where I get paid to do it. So me, when I work with other companies, depends on the size of the company. So if they have no team or they have a big team, we all look at it the same. We basically go through like an ideation process, right? Like it's basically like a six step process that I use. Like step one is ideate, step two is production, step three is production, step four is post production, step five is published, step six is re queue. So in the ideation process we're like, what are we trying to solve? Like what's the problem we're going after? Or like what card abandonment gift are we going to give to people? And so we're like, okay, that's the idea. And then pre production, we basically list out all of the requirements, all the thoughts, all the inputs required to create the final product. And so for that I'll look at customer review, I'll look at FAQs. Sometimes my favorite thing to do is to find a YouTube video where people reviewed products similar to mine or posted about products similar to mine. And to go literally read all of the comments that most of these influencers never engage with and then literally find out what all the commonalities are, what the questions that weren't answered in the video. And I find like the top three viral videos. And I was like, nope, they didn't answer that. Nope, they didn't answer that. Nope, they didn't answer that. I make a list of all the pieces that are missing, like, not what we think the content should be, but what they say they want the content to be. And then I list out, like, what that is. We map out the video production as we shoot it, post, we edit it, we figure out like, okay, we made the video. Where can we use this? What's the best medium to use this? We have like quote unquote a video. Should we get transcripts, turn into a PDF? Should we, you know, add it to the back end of like a login? Or should we just put it up as a dark post on Facebook to put on YouTube? And then as soon as we basically have gone through that whole process, we hit publish. Once we have published, like, it becomes a card abandonment gift or goes up on YouTube. And then based on the response, based on the feedback, based on what's working, then we're like, hey, is this worthy of becoming evergreen content? Like, does this solve a problem? Is this evergreen? Is this, you know, like a good solution? And then we tag it req. And then we keep that in our arsenal or our repository of high quality content. And then we utilize that in our advertising and some of our email marketing and some of our, whether it's product upsells on emails, nurture sequences, soap opera sequences, or anything along those lines. And what we end up building is a massive repository of high quality content that solved an actual problem. And we end up with tools that we can swap in and out depending on the problem, the pain points, the product, the time of the season, the flow, the customer journey. And we have everything organized that's like beautifully laid out. And we're like, this is who we are as a company. This is what we have. This is the exact problem we're solving. And we basically repeat the process.

Now, a lot of Ryan's audience doesn't have massive marketing budgets. So do you have an opinion on like, whether or not professional videos versus, like using your iPhone?

That's a great question.

That's an amazing question. I'm glad you had a marketing budget because I feel like marketing budget taint the water and fill false egos. And marketing budgets or budgets in general to amplify a brand should only be utilized to amplify or add an accelerant to a solid foundation. And most people I find, do it wrong. They create a funnel, they launch a product, they launch A brand. And then they're like, all right, my whole goal is to spend a dollar to make a dollar. You already lost. Game over. Game over. Because you're gonna waste a hundred thousand dollars or a thousand dollars or even a hundred dollars figuring out the shit doesn't work. Me personally, I'm gonna create the content, I'm gonna go find a hashtag relevant, I'm ask the 10 last people that posted to watch the content and give me feedback. I'm gonna see if it solved their problem. And then it either did or it didn't. And if it didn't, I'm gonna take the feedback and fix it. And then when it did, I'm like, alright, check it again, gonna go find 10 more people. And then once I figured out that the coldest of the cold traffic that I can find on hashtags that have no idea who the hell I am engage with consumer follow me on the content now I know it works and it's worth investing in to try to amplify that message and find the audience that it's a fit for. The solution is not using a quote unquote tactic or strategy to fix a symptom. It's to build the solid foundation and heal the problem and then use that marketing dollar, those marketing budgets to then further solidify the health of that foundation. And so paid media paid acquisition in general should come as step two. Step one is building the foundation, weather testing, ceiling stress testing, the entire thing with multiple avenues of feedback and plugging the holes before you piss away your hard earned dollars, your tapped 401k or somebody else's fucking money that they invested in your company that you would actually be willing to let go, do the work first and then try to hit the easy button.

I feel I didn't need to say like how how.

Again, like how accountable. I feel like this conversation is holding me because I live and breathe this stuff. And I feel like you're setting a new bar even for me to step into because I spend so much time in my head trying to think about what, like what to say or making it about me or positioning rather than it just being about the other person. And I know that intellectually, but just hearing you go through it in depth is solidifying so many pieces of it for me.

And so to answer your question, should it be a high quality video, should it be an iPhone, it should be a piece of content that solves a problem.

And the reason that Pet Rocks sold a million dollars and Chia Pets worked and all of these things worked wasn't because of the production and quite frankly wasn't because the product was amazing. It's because the people became attached to a vision. Vision where they felt like that would enhance their experience, add street cred, or they felt cool because they had a fucking Chia pet on their counter and then they were willing to buy it. The funnel didn't matter. The funnel was just a tool. Their decision was made before they hit it because the offer was right, the audience was right, and they were enrolled in a vision, and the funnel just became a means to own said product. And so for me personally, I tried this through three years ago, after my book and everything, and I was like, I still feel like I'm missing this. I feel like I could do better. And I think I had like 110,000 fans on Facebook, which is nothing to scoff at, but I felt like there were people that had more, that were doing less and quite frankly did not deserve the audience because they were incongruent fucking pricks. And it bothered me. And so I said, I'm in a live stream every day for a minimum of nine months and I don't know what I'm going to talk about and I don't know when I'm going to talk about it, and I don't know what time I'm going to go live. But I promise you that by 11:59pm every single day, I will have done a live video on Facebook. And that added 140,000 fans to my page in nine months. And all I did was show up every day. Now, let me tell you, this was a cooking page. I probably made six, seven recipes in nine months. There were videos where I was like, guys, I literally don't know what I'm gonna say today. I'm just sitting in my kitchen. I'm a little stressed. I really don't like cooking and I just don't feel like I can do a live video today. And if nobody responded quick enough, I literally closed the video and I was like, alright, I'll be back tomorrow. And then I would start a video. I'm like, hey, like, my PTSD is pretty effective today. I didn't sleep last night. My wife said I was an ass. Totally warranted, but I don't have anything to say. And then somebody would ask me a question. Three and a half hours later, I was still live streaming. And then that video got five and a half million views. And I was like, I couldn't plan that. I couldn't predict it, I couldn't produce It, I couldn't script it. I had to be present and committed to my word of consistency so that when somebody needed a lighthouse shining in the dark, I was standing right there.

So it doesn't matter.

So I guess, like, you're also saying you're not ever trying to build viral videos, you're just trying to solve problems.

Like, as much as I love the Squatty Potty and I think that those videos are fucking amazing, I don't think that that's a good sustainable or scalable business. I think if you have dispensable income and you'd rather spend 180 grand producing a viral video than building 16 schools in Africa, then you can't sleep at night. And I'm okay with that. And I don't think that it's a bad thing whatsoever. But when you look at it like one out of every 84 pieces of content statistically goes viral, that's just a numbers game. But it could be 1 out of 120 and it could be 1 out of 4. Right? There's so many variables that come to virality that are completely unpredictable. But virality is a transaction. It's the equivalent of a one night stand. You get your rocks off, you get the dopamine hit, and then you have nothing on the back end. Consistency builds value over time. And when you build a solid foundation rather than have a hockey stick, you have a steady growth pattern that continues forever and you never have to worry about crashing because it was built on foundational principles that will forever stand the test of time, agnostically, of the platform, the products, or the current state of the economy.

Me, I think one of the reasons why I find you, like, fascinating is because you wear many different hats. And I think the introduction was probably undersold you as far as like what you do and kind of the hats you wear.

Maybe it'd be a good way to talk.

He doesn't like me. I hope you like him more than he likes me.

No, I'd love for you to expand on that.

Actually.

Can you grab the. There's a cookbook.

Oh, yeah. It's called the Paleo Kitchen.

Yeah, it's.

We. We literally under the basket.

Before, Before Clement knew who George was, we had his. We had his cookbook on the shelf. And here it is.

The mysterious hand in your kitchen.

That's right. Hey, T. Coin, what are you eating over there?

Macadamia nuts.

Throw me one from over there.

See, like you want to talk about relationships, right? I bought those. You bought those macadamia nuts.

Even after a few glasses of wine, that was.

I've been working out.

You've been chauffeuring me around Austin.

Never did I think I'd be sitting at Ryan Moran's house after he chauffeured me around. And I am just humbled and grateful to be here.

And drunk.

Not yet.

Oh, I am. I've had almost.

You know what I love? You know what I love? I love audiences because, like, I never take feedback for myself, but I love when people grab tweetables at what I say. Like, I silently gloat and feel proud of myself for the articulation of something because I didn't even, like, make it through high school. Never mind.

I didn't know that about you. Yeah.

So when someone needed a lighthouse shining in the dark, I was standing right there.

I. I feel like you're. You're diving into the comments. Like, you're. Like you're investigating something.

Oh, it's right here. No, I've been reading them all the entire.

Oh, okay. Okay. Wow. You can do that?

Yeah. We. We should take a moment to show some love for YouTube.

I would love that. Yeah.

Yeah, I can't see the YouTube.

Yeah. T coin, YouTube comments disappear really quickly, so.

Okay.

Would you. Would you help me out?

Yeah, I see some questions.

Yeah, just throw them at me.

Hey, what's up, YouTube? Love you. We do love you.

Hey, YouTube. We love you. T coin says, I'm not even looking at the YouTube camera. Now I'm embarrassed to do this.

Yeah. I love that George gives in many ways. I will be joining him on August 8th at Avenal State Prison. Awesome impact. Helping prisoners have multiple chances be better members of society.

Cheers to that.

Cheers. Cheer 5. T coin. Hold on. Clemens Glass. Looks like it just came out the dishwasher. Like, there's not lip marks on there. There's nothing. There's not even f. You didn't.

It didn't even hit your lips.

None of you drank.

What are you talk.

I'm on my third.

Let he who has no sin cast the first st.

Did you just say that? T coin?

After the clink.

Okay, what are the YouTube questions?

T coin, what do we got?

So we have Samuel Leslie asked, is Amazon still requiring a separate entity for.

Multiple seller accounts, or can you use.

Your same ein entity and just establish a separate bank account and email?

I have no idea.

That's.

That's pretty, like, tactical, but I think.

Isn't that a strategic tax question?

No, because Amazon has some pretty like.

Okay.

In order to create separate accounts, they Require you to show that it's. In fact it's.

It's safer is like the most complicated open relationship ever. It has all kinds of weird rules that no one understands, and they're different for everybody. And this account could sleep with this account.

I've had four, four or five Amazon seller accounts. And the work, I shouldn't say workaround. The real way to do it is to have someone else add you to the account and then you can just have a drop down of all the different merchant accounts that you have at Amazon. But no, if they've made any changes, I'm not aware of them.

But for the audience, back to, what do you do?

I don't know what I do, actually. I help other companies.

Because he was saying my introduction to you was terrible.

Yeah, I heard that too. But I appreciate your friendship, so I was going to call you out on that.

You know, I, quite frankly. I started cooking. I was an active duty Marine for 12 years. I'm going to give the shortest version of my elevator pitch ever. I was an active duty Marine for 12 years. I almost lost both my legs in 2004. Spent 12 months in a wheelchair, 18 months in physical therapy. Gained 100 pounds through that whole process. I came from this space of sexual abuse, physical abuse. I was bulimic for close to 15 years, lost my dad to cancer, got married and divorced. And then the world really hit me that that's not like the life that.

I really needed to be living.

And I wasn't a victim to what happened to me. And so I deployed to Afghanistan in 2010. When I was there, I figured out what Paleo was, and it looked like this new way to control my bulimia. I started crossfitting, became a complete competitive crossfitter and started eating Paleo. Came home and I'm like, I'm gonna teach myself how to cook. I'm gonna document the whole thing so I have accountability without anybody knowing that I stick my finger down my throat in porta Potties in Afghanistan because that's a good way to survive when you're in a combat zone. And I didn't know what a blog was. I didn't know what a website was. So I just started posting on a Facebook page. And I came up with the best, easiest to remember and easiest to spell business name ever. You ready, civilized Caveman Cooking creations dot com.

I was an idiot.

And I documented everything on. On the Facebook page. And I made a rule with myself that I had to cook every single day. And I didn't know how to cook. And I didn't know any of it. So I said, I'm gonna pick one recipe, and I'm gonna make it every single day until I can make it without looking at at it. And then once I make it, I'm gonna make five variable changes to the recipe. Change of spice, change an ingredient, and then once I've had that mastered, I would add a recipe. And so I documented this every single day on Facebook. And after about four months, someone's like, can you put this on a blog? And I was like, if you tell me what a blog is, I'll gladly figure out how to do that. And they're like, there's this website called blogger.com. so in 2010, I started a blog, civilized caveman cooking creations.com on blogger.com and I pulled over everything I had been doing on Facebook that were all in notes on a Facebook page. And 101 people liked it, which were my family and friends, and then put it on Blogger. And in that whole process, the Marine Corps decided they were gonna medically separate me. I had had seven concussions in three years. Ptsd, traumatic brain injury. I. I had bleeding fluid on my brain, and I had no feeling in my legs from the knee down. And so I did miss the part where I tied a world record and ran an ironman and all that shit. But it doesn't really enhance.

Medals and things like that.

Oh, yeah, I did all that stuff in the Marine Corps, too. I don't like talking about the Marine Corps, though. So I kept cooking, and then the Marine Corps say, hey, we're going to medically separate you. You've been in for 12 years. You get no retirement. And I was like, okay, cool. And I was like, I don't know what I'm going to do with my life.

And.

And someone's like, I wish I could just buy all your recipes in one place. It was like 2010. I was like, well, what would you like if you just had a Word document? Now I'm gonna tell you how stupid I am. The reason I'm successful is because I'm stupid. But I'm telling you how stupid I am. 2011, I took every recipe I ever made and put it in a Word document. You know how people sell PDFs now? I uploaded a document, Word document to ClickBank, and I sold a Word document that they could edit, that they could change, no images, called Caveman Feast. And I remember the day that I launched it to, like, my 1300 Facebook fans and 1200 viewers per month. I made more in that first day than I made in the previous six months as a Marine. I made $11,000 in 2011. And I was like, I'm out. Fire me. I'm out. Like, I'm out of the Marine Corps. I'm gonna figure out what the hell this is. And so we ended up running that for a couple years. We eventually made it a PDF. Just for the record. I learned my lesson, and then that blog started taking off. And my whole goal was I just wanted to add value and share my journey. And my thesis with everybody was, I'm not here to lead you on your journey because I don't know how to help you. I'm here to document mine and do the work with you. So if you're willing to walk with me, cook with me, work out with me, talk to me, we're gonna do it together and we'll see what happens. And literally, in a year or so, my blog went from like 1200amonth to 3100amonth to 40,000amonth to 400,000amonth. And I was building social media, and I had this really bright idea that I wanted to write a cookbook because, screw it, 18 months ago, I didn't know how to cook. And I was like, that's the next best thing. So I literally taught myself food photography. I approached a publisher. No, literary agent. I got them to give me a deal, and they're like, are you gonna be able to sell this? I'm like, yeah, I can sell this. I had no idea what I was doing. So then I committed to writing the book. And I took every photo in the book. I took 18,000 photographs to end up with 463 and in the book.

And the photos are actually really good.

Thank you. So you.

You took all these photos?

Every single one of them. And. And then I designed what I now know is an amazing marketing strategy and plan. And I only had an email list of like 16,000. I had like 41,000 Facebook fans. And I designed this marketing plan, and I became a 22 week New York Times bestseller.

Crazy.

And then I was like, well, I want to do an app. And I didn't really know how to do an app, so I figured out how to do an app, and I watched some YouTube videos and we found a developer. And then I was like, can you market it? Like, I think so. And I was like, all I have to do is give people what they ask me for. And for months, people like, I would love a shopping list. I would love to be able to track my macros. I would love to be able to have all my recipes in one place in an app. And I'm like, are you okay if I take all the recipes I sold you in that $27 ebook and put them in a three dollar app? And they're like, yeah. I'm like, cool. So we spent $55,000 and we found a developer, we built this app, and we launched it on Apple. And in 2015, I got featured as the number one health app of 2015 on Apple. And I was like, okay, so this is great. And I kept going. And then I had, you know, a couple hundred thousand fans, and this really interesting thing happened. I got married, I had a baby, and I was in the space of like, what am I doing with my life? And I was like, I hate cooking with a passion.

I'm so passionate about hating cooking.

And I was like, I'm a food blogger. I'm a New York Times bestselling cookbook author, and I really don't like being in the kitchen. And it represented a chapter of my life where I had lost a hundred pounds. I beat bulimia. I came out to the world about my bulimia, my sexual abuse. And I used my blog as this platform, which now I understand as the lighthouse. The kids gave people the permission, safety, and accountability they needed to change their life. And it wasn't anything that I was passionate about anymore. And so a couple years ago, I was in a mastermind that I was invited to because I was almost bankrupt and I didn't know what I was going to do with my life. And I was invited by Sean Stephenson and all of my now current friends and best friends were there. And I was sitting in the room quietly, and somebody asked a question about Facebook, and I was just the guy that figured it out. And I was like, that's pretty stupid question. And I would never do it that way. And they're like, well, how would you do it? And I opened my mouth and they said, you want to teach that tomorrow? Sure. And I came in and I literally mapped out on a whiteboard, like for three hours everything I was doing that helped me launch my book, sell over 100,000 copies, hit number four on the new York Times with no paid media. And they were like, whoa. And then Tucker's like, you should be a consultant. I don't know what that means. And he's like, you get paid to teach people what you know because your brain works in some stupid way that none of us can understand. And I was like, all right, cool. And that was the day that I became a digital marketing consultant or I helped companies ethically scale or figure out what the hell I do now. And I now have an amazing team. My wife is the CEO of Civilized Caveman. She built the team, and we are turning it.

Notice you dropped the cooking creator.

We did. It's now just civilized cavemen.

That's a mistake.

I learned some good business lessons along the acumen. It's Civilized Caveman. And I didn't want to be in the paleo space. I didn't want to be in a niche anymore. I wanted to be in a space where anybody could come and find hope, empowerment, or education to add a tool into their life to better themselves, whether it was free, whether it was paid, or whether it was something for them or not. And so we became Civilized Cavemen. We wellness, recipes, and fitness. And to be complete calm dot com. And to be completely honest with you, I struggle like the cobbler shoes. Civilized Caveman is amazing, and the audience is amazing, and I love the connection. And I struggled because of identity to do what I do for other companies with myself because I had so much emotional involvement in that.

It represented how many of us can.

Relate to that, that overcoming sexual abuse and coming out to the world about bulimia. And I realized that I was not the best person to run that company. I was passionate about it, and I wanted to be the face fan. I wanted to help all those people. But I was literally sabotaging that business for 12 months to the point of, like, I basically had to choose my marriage or firing myself. And my wife's like, you're fired. And I'm like, you're right.

How can I support you? And it literally freed up space for me to pursue what I love. And I love speaking. I love facilitating breakthroughs for people. I love figuring out what's happening underneath the surface that's creating the results that are being projected into the world. And I love discovering and curing the root of the problem, not treating symptoms that repeat the problem and don't make a difference in the world.

World.

I have a thousand questions for you.

Based on that, but good, because we have all night.

But first things first. Look, it looks like I have one sip left. Dr. Clement, you've got one sip left?

Yeah, I opened a new bottle, And I think Dr. Clement has a half a bottle.

That's one sip for Dr. Clement. So, Doctor, I think. I think we need to have our final sip to George's story.

Okay.

Hey, C Money, yo mama would Love to have George's cookbook. Is that your mom? Yeah. You still have a sip left. Can you. You still gotta say when we're done. Drink, Clement, drink. Money's mom asked for my book. When we're done, I'm gonna get your address. I'm gonna send your mom a signed copy of my book.

No, that's called. That's called reciprocity and pure, unattached value. Your mom will talk about me for the next 12 months. And my marketing just handled itself.

And notice, like, you're just focusing on showing up and giving value. And there's people in the comments, like, what's his blog? What does YouTube? What is this? And never once have you dropped it. Amazing how that works.

Right? It's kind of like.

A questionnaire for any of the dudes in the room. Anyone here who is male.

Anyone who. Who is. Who identifies as male here in the room.

Like Jordan Peterson. What's his. What's his Facebook handle?

We don't know. None of us know.

Right, right.

But we all find this content.

Right.

Because it's had some sort of a shift.

Yeah.

In our lives for sure. And one of the things you have.

You've.

I've. We've had a. We've had. I think every conversation we've ever had has been a deep conversation.

But. And I.

And I pay attention to all of them.

And one of the things that you've. I say you have hammered into my head, but really, you said it once, and I've hammered into my own heads that played that conversation over and over again was I've asked you some, like, strategic questions while you've been here staying with me. And what you basically said was like, stop thinking about it and keep showing up. Like you're trying to figure it out. Keep showing up. I think you said your unique ability is communicating a message. Everything else that you do is a waste of time. So do more of that. That.

Pretty sure I said that.

It was pretty much a direct quote.

My wife sent me a picture of my son watching us on live.

Oh, that's awesome. Hold that up to the camera.

And I'm about to cry.

That's. That's awesome.

That's my son. His name's Branson Branson Cruz Bryant. He's a whopping 19 months. I don't know what he could be talking about. There you go.

I love when my wife's watching me on my phone and she's like, I'm gonna send it, and he's gonna cry on camera. Oh, he's had some wine today.

Hey, hey T Coin. Let's give some love to YouTube. What's going on over there?

Oh yeah, we gotta finish those.

Yeah.

So David Lewis who is attending brand builder summit, he says, Ryan, you advise. Are you drinking? Ryan, you advised me to sell my house and move to Austin rather than sell my Amazon business. One of the better decisions I've made.

I don't remember giving that advice, but that was.

I hope you didn't ask me that advice on wine with wine. Take me seriously because I also recommended that all children eat silica packets. So none of this should be taken as medical advice. Everything that Dr. Clement says is medical advice, but nothing that I say is. What was the name there?

David Lewis. Welcome to Austin, Texas.

YouTuber 1890 asks any tips for starting a business with $500 or would it be better to start with a thousand? Oh wow. I'd start with zero.

I would start with $9 because you could get a domain name.

Fine, I'll go with 450.

$450.

$4.

I think you should put sales practices into play and start with 0. Find an item, barter that item up until you get the point to where you buy a domain name agnostic of what problem you want to solve and then go find your customers. Whoever you think these problems you want to solve, ask them questions, spend all of that time engaging with their social, figuring out what's the commonalities and what you have to offer them. And then once you figure that out, start bartering up until you need the amount of money you need to create that first first product and then solve those problems and then self fund all the way up and repeat the entire segment.

I think the $500 once it is deployed goes into content amplification. When you have a message that hits the 500 or $1,000 goes straight into content amplification. When we did this show called Freedom Fast Lane tv which both people that watched loved, that joke's like, I've heard.

It like three times tonight. It's so old already because I feel like the self deprecation is fucking annoying. Stop.

The truth was we made a great show and nobody watched.

The truth is that you made a great show that you just haven't properly disseminated and utilized that people will still watch because you have an evergreen asset but you spend more time obsessing about the fact that two people watch it rather than just go fucking share it with someone who needs it. Jesus Christ.

And this is why I don't need to self deprecate. Because George is here to do it for me.

Jesus.

Actually, let's, let's go there for a second. You get honest when you drink. Drink George Bryant, drink. So you're totally right. I have evergreen content that I've never evergreened right Sitting around. How would you take old stuff and make it new again?

Well, first I would watch the episodes and I would literally have a VA for efficiencies, summarize what's in them, what's the core message, what process problem doesn't solve and what areas of life, business or whatever is it most applicable to. And I would figure out the commonalities of all of them and then I would put them into buckets and they most likely end up in three to five buckets and then I would put them all.

Business investing in lifestyle.

There we go. Yeah, I know what I'm talking about. Business, investing and lifestyle. And so like you have the business bucket, you have the investing bucket, you have the lifestyle bucket, you pick one, let the other two live, then you put one in whatever dissemination you want, whether it's a landing page with an opt in so you can add value, drip email content, like really, really change the experience. And then I would very easily, one by one or with a va, go find hashtags, go find some Facebook groups, or use the content or the dissemination that you already have, which is your social platforms that you've built really well. And instead of it being a television show, make it a content bucket that solves an actual problem rather than a television show which people consume to mind numb themselves or get disconnected from their reality. And so you do the work for them, tell them exactly what's in it, what they're going to get for it.

What do you mean by content bucket then?

Lifestyle, business, health. But that's the big umbrella. The reason I said summarize them like what are the three things that are solved in every video? Specifically in this video with business, I help you to figure out the economics of your product and how you can scale it. In this video I help you figure out how to build a team. In this video I help you figure out how to do a paid media strategy. And then you put it all together and you can synthesize exactly what's in it and then you go find the people who are having those problems and you offer a solution to their problem and you just put it in a different bucket. Rather than this content consumption of like a television show, give somebody a customer journey that they can take. The thing that I see is people Produce content. And they put it out there and, and they're like, all right, if I build it, they will come. News flash, if you build it, no one fucking comes. This isn't Field of Dreams. This isn't some fucking feel good Mel Gibson movie. If you build it, it has to serve a purpose and it has to take somebody from their before picture to their after picture. And people want structure. They want to be told what to do because you are the beacon of truth or health or lifestyle or business that they are coming to for the answer. And then we give this open loop. They make indecision, they get overwhelmed and do nothing. So simplify it for everybody. Like I am the beacon of business. And in this video or this series of videos, I'm going to help you get from A to C and we're going to go boom, boom and boom. And then you use the content that you created to help them solve that problem. And in the midst of it, you might have emails with open ended questions or link triggers that put them into different buckets, but now they have a very clear, clear, measurable, tangible and actionable item that they can do rather than just watching a show. And then that helps enhance their experience. And you can even go a step further, take the same video that you're summarizing and don't be a dick and be like, here's a 25 minute video. Watch the whole thing. No, I would rather spend 23 minutes with my son and watch the two minutes that are going to make a difference in my life. So please give me time hacks so I value our relationship. I can choose what to watch. Then if I don't watch it, I'm not pissed at you because I wasted 25 minutes because nothing in the video mattered to me. Instead, I click on what I want and if it's not there for me, I'm like, whoa. Ryan went really deep to show me every single piece that was here because he wanted me to have a good experience. He knew I would open my inbox, I would scan it, and rather than click three times, watch a video and realize it wasn't meant for me, he gives me the ingredients right here and says, it's, this is a good fit, take it. And if not, fine, I'm going to delete the email. But tomorrow when the next one comes, I'm going to open it because I know I get to see the menu and I can figure out exactly what's going to solve my problem. Yes, yes, yes, yes, yes, yes, yes.

And there was actually somebody earlier on, who asked, like, can Chris or whoever it is bookmark all these videos of where content is being shared within the video?

I love your Tyler take goes back there.

Tyler had to listen to me talk for three and a half hours.

So job George, like director of marketing and capitalism.

Yes. And I have a quite hefty salary deal. But Ryan knows he can bring me to the house and give me wine and ask me a question in the right context and I will not shut up until.

But like, when, when you look at it right, it's never the, it's never like what we think it is, right? Like, and I hate this. I hate mems, like cheesy ones. But it's that called a mem or meme or whatever.

I've just never heard someone say it the right way. Yes, keep going.

And like, it's the picture of that dude that's like smashing against the rocks and he quits. And then right below, it's the dude that hit one more time and hit the gold. The truth is, is that a lot of the nos that happen with our content are just no's right now and we take it personally. Or we're like, no, this idea sucked. We're not gonna do this anymore. And I'm like, no. I'm like, what if it was just the title? What if it was just the positioning? What if it was just the value in which it was enhanced? What if it was the platform in which it was shared? The content is gold. Because if I took every video or every piece of content or every keynote that you've ever given, and this is a fact, if I literally mashed it all together and synthesized it, you teach the same 10 things. You just change how you deliver them. Yep. And so you can keep creating and wasting as much fucking money as you want creating more content, but you're still going to keep saying the same thing. So don't keep thinking you're a failure and exacerbate the cycle. Figure out what it was that major content miss or not hit the right audience at the right time or not solve the right problem. And instead of like letting it go, message people DM to be like, hey, what would you need to see this? Hey, like, why did you only watch one of them? Like, hey, why did you opt out on the second email? Like, hey, why didn't you opt in? Or like, hey, why did you message us? Or ask this comment when I'm like. And start literally paying attention to the feedback that's getting there and apply it and then you Use the same content over and over to solve those problems. And once you figure out bucket one business and you hit the full hundred percent, then there's a very, very good chance that people that are in that bucket and their customer journey are going to escalate into lifestyle or into finance or into health or into right. And then you replicate over and then the people in the lifestyle are bucking, execute back or escalate back into business. But you have to master the one and you have to have a clear path for people to follow. They choose us, they watch our content, they click on our ads because they say, hey, I don't know what's going on. I don't believe in myself. I'm scared, I'm afraid, I'm afraid I'm going to fail. I'm afraid I can't support my family and, and I'm gonna click on your ad or give you my email address because I feel like you have the answer. And it's our job to give them the steps required and delineate that content in the best manner possible for them to have the results. I'm not saying our value is predicated on their executioner results, but if we don't think through every avenue or every hole of that bucket, then we have failed our customers. In my opinion is when you open a business or have a business and become an influencer, you have a moral obligation to serve everybody whether they give you your credit card or not.

That's how I feel.

Yeah.

Speaking of how you feel, Amanda Schindel points out, like Ryan has flirted with the idea of writing a cookbook. How do you feel about writing cookbooks?

I hate the process.

I feel like I was telling Clemens this the other day. I looked at everything that went into writing a cookbook from time, budget, equipment. I didn't take an advance, I didn't know what one was at that time. And I figured out from the time I signed the contract at the time, like all book promotion ended, I made the equivalent of a barista at Starbucks and I was a 22 week New York Times bestseller. Wow. Just to put that into perspective. Perspective for everybody.

I didn't know that baristas made that much.

Well, you only really had to make about 48 grand a year to match what I equivalented out to with my hours, the investment, the ingredients, the recipe testing, the 18 rounds of edit to 18000 track changes in Microsoft Word and all the time that it took to get to that point. Plus like the 22 cities and the two month book tour. And, like, when all of it really, really, really leveled out, I was like, ouch. And I would never change it. I love it. But what I felt like is I felt like the book was an ego play. The book was about me because I wanted this physical, tangible title. And now what I would do is I would serve my customers, and if they want recipes in one place, then I would probably put them together in whatever medium or format they wanted to consume them that they would quickly use and utilize. And then if it made sense or if that worked, then I would follow a phase approach of, like, yep, proof of concept. They love it. They consume it. They want it. Hey, do you guys want to print it? Cool. Let me just throw it up to Tucker. Hey, can you give me an ISBN on Amazon? Can I get this printed on demand on CreateSpace? I want a really good cover. I want a really good design. I'll invest the 5,000 or $8,000 that I made selling it digitally, put it into here, and I'll give them the option that then if that catches and works, then I might be like, hey, I've sold 44,000 copies. I have proof of concept. I have an audience. I have an influencer. Instead of you brokering some crappy fucking advance in the broken publishing world and be like, hey, by the way, I sold 44,000 copies, which puts me in the top 1% of all nonfiction books ever sold. Do you want to buy the rights to my book and disseminate it throughout the world? I'd love a $750,000 advance.

That's what I would do.

And that's how he feels about cookbooks.

Okay, so what you're saying is you should just post recipes or put them in any recipes?

No, first. So, like, I've dropped some marketing principles. Like, I have seven marketing principles that I basically, like, live by, and they all come out in one way. One of them is that people feel valuable whether they give you their credit card or not. I said that one a minute ago with my Bill Nye Mic Drop number two is that everything that we do has to look, learn, or serve. And if it isn't hitting one of those facts or one of those pillars, then don't waste your fucking time. If you are not learning about your audience, learning about your customer, learning about their pain points, or serving your customer, serving your audience, or serving your pain points, then you're just stroking your ego and wasting your time and money.

True.

And so then when you look at it, yes, cookbooks are amazing. Books in general are Amazing. But if your audience or podcast listeners, they don't want to read your fucking book. Please do not waste your time or money writing a book. Record a six hour audiobook and give it to them and see if that makes a difference in their life. Pay attention to the feedback that's coming. And feedback isn't always spoken. If you're used to posting videos and you get the equivalent of comments or likes on every video and you post a video and nobody likes it, that's feedback. And as much as it might hurt, you need to fucking get in your DMs and be like, hey, why didn't you watch the video? And be prepared for the responses that you get. Hey, I feel like every video has been about us. It's helped us. That video, that was like a pure ego stroke. Like that entire thing was about you. And I just couldn't watch it. Wow.

You'Re probably right. Thank you for the feedback. What could I do differently? What could I implement differently? How could I have reiterated that message to where you felt enrolled, empowered, or inspired to do something where I share and you didn't feel like it was about me? And so feedback is sitting in front of us 24 7. The ones that choose to see it, choose to hear it, and more importantly choose to act on it are the ones that successfully run their businesses and scale their businesses to be an effective business that has an impact and does exactly what they wanted it to do.

I have a very tactical question and I actually, I feel kind of like a dick asking tactical question. Well, I've been ripped apart and feel very vulnerable on, on Facebook Live right now.

Well, let me, let me, before you ask the question, just to give context, for the last two days, I have told you, and I'll tell everybody, that you are amazing. You communicate messages in a manner that give people permission to take an action that they otherwise would not take. And the biggest problem is that you look for ways to measure it rather than continuing to serve the people that are waiting to see what you have to say. Yep. So all of this is predicated on the fact that I think you're fucking amazing and if you got out of your own goddamn way, you would have the influence and impact impact that you want to have. And you would be helping all of these people that are waiting for you to help them.

I'm giving you permission to tell me how. I'm sitting in my own way.

I did. I've been doing it for two days to the point where I thought you're like, you know, you're not really going to speak at our event anymore.

And so like I said this to somebody today in a meeting at a very big company, and I was like, every minute that you spend end obsessing about how you're going to measure to how you're going to do it different, there's a person on the other end of social media that needed you in that moment to change their fucking life. And when you made it about you, you didn't make it about them. And that means that they took a chance or they were waiting for something that they could never get because it was internally focused versus externally focused. And so in all the moments of doubt, like, is this making a difference? Should I produce this video? Should I do anything? You better run external internally, as fast as possible to find the people that you have curated and start solving their problems. And it's the quickest way to get out of your way. Because when we're internally focused, like, oh, this video didn't work, or I don't know if this is scripted, right? In my world, there's 106 moms who have kids with autoimmune conditions that don't know how to feed them without them having pain or being able to go to school. And every time I didn't post a goddamn recipe, those kids suffered. They had inflammation, they. They ended up on prescription pain pills, they got vaccines, and their mothers were ripping their hair out because all they wanted to do is take care of their child and they didn't know how to cook. And I was the guy that was giving them the recipes. And I broke my fucking word.

Fact.

When you start a business, you have a moral obligation to serve the people that you bring into that business. And every moment we make it about us. It's not about them. And when it's not about them, we failed to act execute in the entire reason that we started all of this. Whether you're doing it to scale it, whether you're doing it to sell it, or whether you're doing it to have an impact or be an influencer, you have to stay focused on why we're doing what we do. And if you're not, great, don't call me. Doesn't mean you don't have to go in business. But don't call me and ask me why your marketing sucks.

There was an earlier question by somebody.

I'm just gonna sit here and drink.

And Dr. Clement, I think it's impossible to answer the actual question, but I'm just curious about your thought process. But the Comment was he launched to an audience of 9,000 people and he hadn't received any sales. What do you do? What are your first thoughts and what's kind of the questions you start to ask?

I can totally answer that question.

Totally. It's kind of creepy how easy we can slide into people's DMs. It's kind of creepy how easily we can get people's email addresses and phone numbers. And I would literally put parameters in place that two hours out of my day, every day, would be dedicated to reaching and conversing with as many of those people as possible. But here's the mistake that most people will make. They'll call those people, they'll email those people like, hey, can you tell me why you didn't buy my product? What I would do is I would call those people on emails, be like, hey, I appreciate the time and the trust that you gave in me to even come be a part of my audience. And the truth is, is that I don't know why you didn't buy my product. And quite frankly, I don't care. All I care about is that in this moment, right now, there's a way in which I can help you and only you can tell me what that is. And I would love to know how I can support you right now. And I would record every conversation or take notes on everyone and write down every responsive email I get. And if you very intently look at the hundred responses that you write down, there's going to be one to five pain points that you never even thought about and that you didn't even think existed that you actually saw for these people. And then if you look at your product, your offer, your copy, or your funnel, I guarantee you you completely missed the mark because. Because it wasn't what they actually wanted. You were probably trying to sell them what they need, but then you created psychological pushback because they don't want to be told what they need, because need implies broken. They want to be given what they want. That gives them the permission to feel safe, to have the accountability, to change their life.

So that's what.

That was a great answer.

And I've said that like four times. So let me just distill what that means. I've been looking at the fact that I've worked behind the scenes of over 100 companies in the last year and a half and kind of tired and I'm sick of traveling. So I look at ways that I can do this remotely and figure out what some of the common problems are. And when we look at our customers. I believe that there's three things, whether physical, digital, or anywhere that people. People need to take an action in specific order. Number one is permission. Number two is safety. And number three is accountability, in that order. When you give somebody permission, it means you're giving them the ability to take a look at their life with a mirror without judging themselves. Like, hey, I struggled with bulimia for 15 years. Like, hey, I've been there. I've gained and lost 100 pounds. Like, hey, I was sexually, sexually abused. I was molested when I was 9. I was raped when I was 13. And they're like.

I don't have to say anything. And they're like, they feel it. They get enrolled in it. It lands for them. And they're like, oh, that might be why I'm seeking all these new recipes to create. Even though you can only make brownies one fucking way. But I'm still gonna find 86 brownie recipes to create them all and recreate them all, because I think the brownie has the answer to my problem, right? I use food. Food is a gateway drug to people's soul. That's what I do. And so when I look at it, I'm like, I share my story in this authentic and transparent manner because it gives people permission to take a look at theirs. And then I continue to show up in a manner it's like, no, you don't have to buy this. You don't have to use this. You don't have to consume this. But this is how it is, and this is how it affected me, and this is the results that I had. And they're like, I feel safe. Like, I can do that. Like, he did it. He documented his journey. He didn't say that I have your answers. He said, I'm doing the work with you, and that means that I can do the work, because I'm just like him. I have a marriage that's difficult. I have a young baby, and I don't sleep. I have a job that I hate, and I work 60 hours a week. Look, he was a Marine working 85 hours a week and still running a food blog for the last 14 months. He still cooked recipes every day. You know, what if I made the choose the choice? And I said, commitment isn't feelings, and I'm committed to this result. If he can do it, I can do it. And I'm like, cool. Now. Like, hey, do you want to join my community? Do you want to join my Facebook group? Do you want to join my Email list. Because I want you to be accountable to the commitments that you make. And I want you to keep your word because it means you'll change your life. I give them permission to take a look at themselves in the mirror. Take a look at their life. They feel safe. Which means no fault, no blame, no guilt, no shame, no judgments. No, you need this to fix your life. Or like, oh, wait, you only got 80% of the experience, but if you give me your credit card right now, I'm going to give you results three times faster in one third of the time. Fuck you.

Solve their problems, make them feel safe, enroll them in their vision and teach them how to fish so they never need you again. And they will pay you forever because they want to be in your program. Presence.

Permission, safety, accountability.

I don't remember any of the questions I was going to ask.

Me neither.

I have a question.

I'm not even drunk. I would love to be drunk right now. Can. How are you not drunk? Cuz I've only had, like, two glasses. I have a very high tolerance. Yeah, but they're. They have. Can we cube some? Drunk dials do have whiskey. No, I'm good with wine. Have a very early flight in the morning. Drunk dials?

T. Coin.

I haven't seen any numbers being left.

Oh, well, we'll manifest them.

Clement, I just want you to know I appreciate your questions.

Thank you.

So how do you.

What?

See what I said there?

What?

Yeah, I. I did say I had a question, but is that going to.

Get him to drink?

No, she's going to ask more questions and talk more.

Well, how do you get him to drink? Run that nlp, please.

Yeah.

So did you always think this way, even when you were a Marine?

No, I was a dick.

Okay?

I was a narcissistic, egotistical, self absorbed prick who manipulated other people to make me money because I was refusing to take a look at why I felt so broken and afraid to be vulnerable. No.

So what changed? How did you.

My wife left me. Twice.

I love you, babe. Thanks for standing for me.

I lost a lot of people in my life. I've witnessed three suicides. I've seen one of my marines shoot himself in the face with a pistol. I've seen one of my marines hang himself. And I have seen one of them overdose some barbiturates in front of his wife and four kids.

And.

It hurts. It hurts bad. And my PTSD isn't triggered around gunshots or people dying. My PTSD is all rooted in the fact that I can't control whether somebody lives or dies. I have nightmares every night that I'm gonna lose everybody I care about.

And I've been working on it for five years. Nightmares every night. My wife used to change the sheets every night because I'd wake up drenched from head to toe.

And it's not a good place to be. But I realized that I was more committed to being right than I was committed to being myself. Because right meant that I was safe and that I was emotionally unavailable and completely disconnected, which also meant that I couldn't have a relationship, that I couldn't have a child, that I couldn't be a parent, I couldn't be a friend. I couldn't be anybody. It finally hurt bad enough that the pressure broke me. I ended up back in a psychiatric institute about two minutes, and I was like, this is not the place for me. I need to get out of here.

And I got some feedback that I left the trail of dead bodies behind me because I emotionally broke people. And this all happened after I became a New York Times bestseller and after I had a number one app and after I had everything, because I was driven from a place of insecurity. I was only successful so I could prove my worth as a human being, because that's how I measured my value. My parents didn't love me. People left me. People abused me. Like, if somebody loved me, why would I be raped? If somebody loved me, why would I be molested? If somebody loved me, why would they leave me? And so I came from this place of insecurity, and I used to that to game the system, to manipulate people, to manipulate business, to get hundreds of thousands of fans. And eventually I surrounded myself with so much external pressure of love, accountability and support, and, quite frankly, positive evidence that people change their lives based on what I said, that I eventually had to believe it. And it wore away at me, and it wore away me. And it finally broke. And once it broke, I went dark for, like, 12 months. Stopped working, I stopped posting. I wasn't on social media. And my wife's like, you gotta do something. And finally my wife got pregnant. And I was like, well, I'm not doing this for the baby. I'm doing this for me. But, like, I need to live.

The truth that I speak to people because I've always talked and I've always shared because. Because talking was my survival mechanism. I could manipulate anybody to survive. I could get myself out of the worst situations or into the best ones because of my language and my patterns. It's how I was Successful as a Marine. It's how successful in my childhood, it's how I survived to be able to leave. And I realized that it took just the same, if not less effort to use it for good than it did for evil. And it finally hurt bad enough that it broke me. And I had to take a very hard look at the fact that I'd created this entire world of New York Times bestseller, best selling app money homes, all these things. And I felt worse than when I started because I left a trail of dead bodies behind me and.

Took a look at it. I went to a mastermind and I sat in the corner nice and quiet. Nobody called on me. And I felt like I didn't belong to be in that room. And I had a friend named Shawn Steven who said, I just think you need to come. I just sat there quiet and sat there quiet. And then I was given an opportunity to do something different, to share and to speak with no expectation of a result in my favor. And trust me, that day, I needed a result in my favor. I needed money. I needed to be able to keep the roof over my family's head. I needed to be able to support my pregnancy wife who was eight and a half months pregnant. And I'd spent the last year burning through everything I had ever saved and making horrible decisions. And that moment I stepped into it and I added value. And I did it without any expectation of anything in return because I didn't even think I belonged in that room. And there were 22 people in the room and 20 of them hired me. And it was the last bit of evidence I needed to change and to realize that I can use the tools that I have for good or I can use them for evil.

He said there's a last straw to change. To change from what to what, to.

Self absorbed, to outwardly focused, to doing things. From expecting a result to doing things to making a difference regardless of the result. Because yeah, for nine months of live videos, a couple couple went viral. There were also quite a few that only had 110 views or 1100 views. And then there were a couple that had five and a half million views. The key was that I showed up every single day focused externally on making a difference or adding value to people's lives. And eventually it gave me enough evidence to collect about myself that I could do the same thing with the same energy and have a much bigger impact than I ever could. Making people feel less than disconnected or disempowered because they were in my presence.

I don't Know if you've gotten that answer. But that's, that's what changed. Actually.

That'd be a good bridge to like talking about your work in prisons.

Yeah, that's a good one. Yeah, I wish it was. I don't wish it was my work. I don't know if I had the gusto to run a non profit that goes into maximum security prisons to help transition people out. But yeah, I. Quite recently I became involved with a congress company called the Five enters. And they're a non profit that goes into prisons and they have a program called the CEO of your new life. And they believe in multiple chances.

It's called Five Ventures to do that.

Defy Defy D F Y Adventures.

And they believe in multiple chances. And they have this program called CEO of your new Life. And if there's amazing human beings that happen to be cool, unquote. Prisoners are incarcerated. They're given the opportunity to go through this program and it's almost a thousand hours of content, videos, lectures, instructions, and they basically go through this to help them transition out. It helps them create business plans, personal statements, resumes, and really get clear on the impact that they can have on the world regardless of their past. And I was given the opportunity to go volunteer and spend a day in Avenal State Prison. And.

It was nothing that I expected and it was everything I ever needed in my life. And to be selflessly devoted to standing for someone who six hours prior I would have judged and walked away from was a very humbling experience. And I can tell you now that there were like 53 people in that room and any one of them that I met, I would welcome into my own with open arms. I would let them babysit my son. And I'm talking about murderers and gang members and people. But those were circumstances. They were amazing human beings. And I was there. And I realized that the only difference between them and me is that I got legally paid to pull a trigger and they did not. And that they got caught and I did not. And I was, was like, we need to stand for these people. We need to make a difference and not think that we can just throw away the key and expect problems to fix themselves. And I heard personal statements and resumes and business ideas and quite frankly, I was looked square in the eye from people that have been in prison for 44 years, that have never had a visitor that were locked up for the first time when they were six years old. Look me square in the eye and forgive me for the things that I carried guilt around on And I was like, who am I.

To hold on to this and to think that I'm somewhat special in my circumstances here when I get to walk out of the store and go home to my family and go home to the Internet and make a difference in people's lives, like, what am I really doing with my life? And it was really, really powerful. And I'm going back every single time that I can, including on August 8, to see them graduate. Some of these men have been in prison for 30 to 35 years and have never had a visitor. And the fact that like some of us are going back for the second time means that we are the only visitors they've ever gotten twice in a four month period. And that's the last thing they get to experience before some of them get to walk out the door and go back into society and become a contributing member to making a difference. So it's called the Five Enters. I just happen to get involved with them. I heard them on a podcast. One of my friends was involved because her brother's incarcerated. Tim Ferriss actually had the founder on his podcast. And then just recently, just recently. And then he went to Kern County Maximum Security Prison and they allowed him to record a podcast of three prisoners, one life sentence, one life plus 100 years with no possibility of parole and like 35 year charge. And it was really, really, really interesting to listen. I listened to it on the drive home from the day I was at the prison and it just really solidified like the work that they're doing and what we do. And I just feel like our time is limited and I've seen enough shit in Somalia and Afghanistan and spending 12 years in the Marine Corps that we have 24 hours in a day and we get to choose what impact that has, whether we are in businesses or build audiences or speak on stage or volunteer our time. But there's no point in being here if you're not going to use, use your time to make a difference. And I think all of us could just spend a little more time making sure that we add more value than we take and we enhance experiences more than we take from them. And so it's been pretty, it's been pretty powerful. And I'm gonna. No more tears. Like, let's just drink some wine.

Do we have any drunk dials to make?

We have wine.

Oh, wait, actually, hold on, hold on, hold on. I think, I think we have, we have a private drunk dial that we.

Need to make when we, we have a couple. Let's see if we can get FaceTime.

Hold on. I absolutely should try to FaceTime them. I would try and FaceTime them, but my. My phone is. Is.

We'll try casting to. We'll tell you who it is if we can get them on.

Right, Right.

So let's go ahead and tell us the pound sand. Patrick Fisher on YouTube says most intense best overall guest ever.

Pretty much.

I love you, Patrick Fisher. I wonder if he's back from Greece.

Better be.

I hope so. If not, I have quite a Rolodex on my phone.

He'll call back.

He will.

He'll call back.

He wrote this book called the.

We're not.

We're not revealing like the guest.

I was gonna. I was gonna. I was gonna pig Latin it. Yeah.

Cuz that's a great. That's a great disguise.

Okay, so you answer a question. I'm gonna see what else have in my phone.

Because we got some good ones.

I like how there's like almost a guess. Like I gotta see if I have actually people in my phone. Do I even save phone numbers?

Come on, Doc.

Doc, it was a joke. I'm drunk.

I was like, you went off fanboy in the car earlier.

I went all fanboy. What do you mean?

With Zimmer.

Oh, you look.

You.

You are friends with a Cleveland Indians player. How could I not go fanboy?

Well, I didn't even know he was a Cleveland Indians player when I became friends with him because I don't watch sports.

Dr. Clement, what do we got going on in. In the Facebook world?

Trying to look through. No real questions.

Lots of goading to give. Give us your number.

Hey, T. Coin.

I'm sorry to do this. Can I bother you for H2O? My liver needs support.

I do have a question. You mentioned that you only ever read one marketing book.

Yes.

Contagious.

Yep.

What do you. What else do you do to kind of learn to grow?

I fucking love this question. Love this question. I hate reading. I'm stupid. I would love a picture book for marketing, which be amazing for me. I honestly can't make it through like.

Three sentences without forgetting what I read. And it's either TBI or the fact that I just can't do it. So I've had this really interesting thought process for a long time. I read that book. Maybe God, I think I got it right when it came out. And so I think one of the biggest problems that exists in our culture today is that people spend way more time consuming content than they do creating it or solving problems. And so I made a Rule with myself that I was only allowed to consume an hour of content per week, and if I wasn't consuming it, it means I had to create it. So I just sit around and I'm on airplanes a lot and I'm like, I have this really crazy idea and I don't know if it's gonna work, but I'm gonna try it. And then I'll literally be like, I think this will work. And then I'll literally go launch it, test it and get the feedback. Like, it either worked or it didn't work. If it works, I'll call a couple of my clients, like, hey, I just tested this. I think it's gonna crush. Will you try it? And they're like, yeah. And they let me play Monopoly with their money and then it crushes. And so what I decided a long time ago was that rather than reading books and watching videos and learning from other people how they did it, I was going to create my own path and learn how I would do it. And I'm notorious. I said, I am only successful because I'm stupid. And what I mean is that I don't have a paradigm or a box of quote business and marketing to fit in. I come from the perspective of adding value, enhancing user experience, and making deposits in that bank of reciprocity. And I'm like, I think this would work. Can we try it? No tech issues, no platforms, I don't care if they exist. I don't care if this is a strategy or tactic. I'm like, I think we can do this. I think we can figure out how. And I think if we do this, it'll make a difference. I think if we start sending stuff, stop sending stupid card abandonment emails and we start sending gifts, like actual gifts, like videos, physical products, it's gonna change our business. Fucking worked really well. So I like my thesis. So instead of consuming it and taking somebody else's summary of what they think to be working is most of the time a strategy and tactic. I love paying attention to the people that are telling me exactly what they want and come up with creative ways or different ways or different avenues or entry points into solving their problem. And I just test it and test it and test it and test it. Which is why I live streamed every day for nine months. Which is why I came up with this crazy book marketing plan for my book, which is why I sit on a blog every day and teach myself how to cook even though I've never fucking cooked before in my life. Which is why I was like, I'm going to do this on email marketing and I'm going to send card abandonment gifts and I'm going to do some crazy shit with Facebook ads, even though I'd never run a Facebook ad in my life. And I told a client of mine that I was an expert so I could test something. And we literally 5 xed every single previous sales record we've ever done because they didn't have a container that it fit in. And so I've just kind of adopted that philosophy. Like, if I want to do it, I'm just going to learn it. I'm going to figure out a way to do it, and we're going to test it over and over and over again. And quite frankly, it's the best way to. To iterate a process. It's the best way to iterate a result because we get immediate feedback whether we like it or not. And then we make an adjustment. It either works or it doesn't work. Whatever doesn't work, we let go of whatever did work. We keep. And then we start adding solutions to that problem or that process, and we keep going until it creates a winning solution. So, no, I quite frankly can't stand to read more than like a half a page of a book. And Cliff Notes were too much for me.

Yep.

Your cousin had a good question, I think.

Stacy.

Yes.

What is your favorite failing or failed brand and why? And do you feel you could have saved them and how.

No, I can't save people that have no ethics.

I'm gonna pin that in my brain and think for a second, because.

I'm gonna get in trouble if I speak off the top of my head right now. And I want to make sure that I'm good.

So you could also go with retail brands.

There's like, there's a couple I still don't want to get in trouble with.

Sears, Toys R Us.

I mean, so I think. I think Toys R Us is a really, really, really prevalent example. I think Nintendo's another one, too. They haven't failed yet, but they're going to.

I've seen so many people actually like, what's the new one?

Starts with an S.

Switch. Swish.

That's it.

What's Swish?

Switch.

Switch.

Switch. The Nintendo Switch.

I have no idea what it is. I don't even know how I knew that. Well, apparently, magic wine.

Apparently the wine did. Which, by the way, whoever. What was the guy's name to give us the one?

Tom.

Tom. That was delicious.

Thank you. We drank it in pretty much one go.

I think I drank more.

Dr. Clement still has some, if you want.

Oh, my God. I just realized he's on the same glass.

He's on the same one.

I know you've drank your.

Yeah, I'm feeling it in my bladder, too.

Still early.

So you're saying Toys R Us?

I think Toys R Us is a good example. You know what? No. I hate Toys R Us because Gary talks about them too much, and I don't want to be in the same.

Let me think for a minute. Well, we go to another question. I'm gonna. I'm gonna think for a minute.

I've had a thousand questions for you throughout the time, but I keep getting replaced by the preview. By the next one. I just love you, buddy.

I appreciate you.

This is great.

This is, like, the best thing ever, ever, ever.

Is it better than election night 2017?

I'm not 16. 16. I'm not in the election. I'm not into politics at all, so. Yes. Wow.

Was it better than the Patriots come from behind super bowl win?

Well, I'm from Foxborough, and I still didn't watch the game.

What.

You know what I was doing? I was reading customer reviews on Amazon to figure out how to make their lives better.

Wow.

Yeah.

That was actually one thing that I think, like, probably didn't talk as much about. You spend a lot of time, like, ripping down existing sales funnels and trying.

To figure out how they work.

I love it.

I love figuring out why people fucked up so bad.

Okay, maybe I'm a little buzzed. I would not say that. So, yeah, funnel hacking is my favorite thing because I feel like everybody has created a blueprint of what I shouldn't do in my business. But.

But you've built some really successful funnels, or at least been a part of really successful funnels.

I've built a few, too.

So what did you do?

Meaning taking bad ones. What. What did. Would you flip or what do you discard and what do you keep. What do you do differently than all the. What you deserve crappy funnels?

So I think. So that's a strategy and tactic question, because I feel like there's a lot of nuances that come into products. Like, it's like being like, every marriage is the same. And it's not because there's context, there's relationship, there's, you know, dating, different pain points and things like that. But what I. What I normally do is I come in and I. I work with companies, like, one or two days or whatever, three days sometimes. And we immediately in the first half of what we do is we get to current state, we bring all key stakeholders around, and we're like, what do we have that's on the table? Like, okay, we have this funnel, this product, this acquisition, this blah. These are our ads. And I'm like, cool. And we dive into each one of them and we start dissecting, like, what is actually there. And, like, for me, this isn't rocket science. But if you have a funnel and like, your.

Free plus shipping, which is not fucking free, is converting at 6%, and then your upsell is converting at 1%, turn it off and figure out what the fuck is going on. Because if a hundred people are coming to your page and six are giving you $9 for a shipping, it means you missed the mark. So somewhere, whether you call it free, you don't call it free. And so then there's things that are there that can enhance that experience. But like, one of my favorite ones, and I. I cannot say the name of this company, but one of my favorite ones sold a personal development product, right? It was a coaching program. It was $497. And they were like, my funnel's broken. And I was like, or your audience doesn't like you, but we'll go with your funnels broken. I hear you, right? Like, tell me all of your problems. Right? We looked at the funnel was actually amazing. The front end was so close to being perfect. The upsell was destroying the company. And then the confirmation page just needed a little bit of love. And I'm using this because it's a very clear example. And so this person built their company on webinars and phone calls, and yet they were running cold video traffic to their funnel. Okay, when you train somebody how to consume your content, you need to continue to give them the medium in which they choose to consume your content. And so I looked at what they had. I was, your offer is good. The problem it solves is amazing. And the price point is a massive, massive value. And I was like, if we just simply, simply change them, the means in which we're bringing people into your funnel, it will have a big difference. So we went from, hey, watch this video on Facebook, or watch this webinar to, hey, two times a week, we're doing live, instant telesar seminar phone calls for 50 minutes, and they're free. And the last 10 minutes, we're going to make an offer to the link to the funnel. That's how the audience was built. Built was webinars and phone calls. And so she got live Experience. Gotta go. Said she was a she. I gotta be careful. I don't give too much evidence.

I'll tell you after I didn't sign an NDA, I'm just being respectful. And we changed that. And that took the front end from like a 6% to like a 27. And I was like, jeez, yep, at 497. At 497. And I was like. And she's like, but. And I was like, nope. I was like, the 73% has a problem that we have to solve. But right now the feedback is, is that we did four times what was there. We fixed something, so let's keep it. And then we got to the upsell and the upsell was actually less than the offer itself. It was a, it was a $67 upsell. Now this is a personal development program and it was selling an abundance module, right? So like, you enhance the experience. You get all these audio recordings and these workbooks and journals to create abundance in your Life for like $67. And I had this really fucking crazy idea and I can't believe they let me do it, but I did it anyways and it worked really, really well. Warning, don't try this in your business and blame me if you tried. It's your decision. And I said, and it's only because it was an abundance product. I was like, I have an idea. And I like, I was fascinated. Time of like, pick your price. Because I was like, if we did enough value on the front and we handled those phone calls with enough rigor and enough value that the reciprocity bank would be full. And then when they got to that page, they would choose the high end. And I was like, so I have this idea. And I was like, let's take your same offer. That's $67. Let's sell it for a $37 and 67. And they're like, you're nuts. Maybe, but you're paying me. So we'll figure that out shortly and I'll give you your money back if it doesn't work. And we looked at it and I did this really amazing positioning where I did nothing else except had them record a video. Said, listen, thank you so much for buying the product. I normally don't do upsells. And on the confirmation page of this funnel there is a free 45 minute training I have not told you about because I'm going to eliminate any buyer's remorse that you could ever add because I'm going to give you so much value that you would never even think about asking for your money back. That's nlp whatever psychology. Like, below this video there's three options. I have a product that's about abundance and abundance in your life, not just in your bank account. And the truth is, is that below this video there's three buttons and all of them go to the same place with the same exact profile product. And you get to choose the price that you pick. And you'll Notice that there's three options. Option one for $1, I don't believe in abundance. Option two for $37, I believe abundance is possible. Option three for $67, I am abundant and this money will flow back to me. 86% of the people took option three.

So the 6% of the front end and the 1% of the upsell equated to around like $3,000 of total upsell value for like every hundred people that came in.

Wow.

We had a 79% take rate on the upsell and 80% of it was the high take tier option. And all we did was the exact opposite of every other Internet marketer that exists and said, we are going to tell you exactly why we're doing it, how we're doing it, and the purpose for us doing it. And we took all of their ammunition away from them. That would have been objections in the sales process of like, they're ripping me off. This is just one of those stupid one click upsells. We're like, yes, it is an upsell and yes, you paid a lot of money for this product. And on the confirmation page we're going to give you a 45 minute video and yes, we're going to position these buttons below the video to fuck with your mind. Because the abundance course is all about your mindset and what you believe to be true you create. So you choose your price. That alone per hundred customers added an additional $26,000 to the that funnel alone and the traffic that we already had. So that funnel went from having an email list of 84,000 people and sold 6,000 total to me, taking 84,000 people and putting them on four instant teleseminar phone calls in one week and generating $184,000 of revenue on the same email list with the same exact fucking product, but actually giving them the medium in which they consume the content and giving them all the ammunition requirements required to make a decision so they could have an amazing user experience.

Never told anybody that before.

That's awesome.

And so when you really, really look at it like one of the Biggest mistakes I think that people make in digital marketing is they disrespect people by asking them to leave the environment in which they're choosing to consume content. Hey, open your inbox. There's this brand new recipe and it's this double chocolate oreo brownie that's. And you're gonna lose six pounds by eating it. Everyone's like, fuck yeah, Here's a picture. Click this link to make the recipe. And then I click through and I'm like, I can't eat that. There's milk in it. There's gluten in it. You took a minute of my life and made me click three times to take a No, I will never open another one of your fucking emails as long as you exist. Try this on for size. Here's this double chocolate oreo cook cookie. That is keto that will give you all your gluttonous love and you will lose weight while eating it. But the last thing I would ever want is you to click through to make a recipe that you don't have the ingredients for. You couldn't eat. So here's every ingredient that's in the recipe. So if you're on your way home from work, print this out and buy it. If you want, call your husband and make sure it's in the pantry. But I want to make sure that you have what's required to make this or. Or that. You can eat everything that's in here. And when you're ready to make the recipe, here's the link. Save it, pin it, or print it and you can do whatever you want with it. And then the worst thing that ever happens in that email is you're like, totally don't want to make that recipe.

Cool.

But he told me everything I needed to know. I was choosing to be in my inbox that morning. He respected the fact that I was in my inbox that morning. He never asked me to. To leave my inbox for some shitty clickbait and then quite frankly, made my decision for me. And I either clicked it or I didn't. And if I didn't click it tomorrow, when I get another email, I know that I'm going to see an image. I'm going to see timestamps, I'm going to see the ingredients, and I'm going to know whether it's worth me clicking or not. And here's what's amazing. When they do click, it's because they're qualified. Oh, and then you have these amazing things called pictures, pixels on your page and now, instead of having a thousand people. Pixel, where 990 of them, quite frankly, were pissed at you because they can't make a fucking recipe anyways, you have a hundred of them that are your actual target demographic that chose to click through because that's the recipe that they wanted.

So when somebody's on Facebook, meet them on Facebook. When they're on Instagram, meet them on Instagram. When they're on email, meet them on email. They're choosing to consume their content in the medium that makes them the most comfortable. Who are we to ask them to leave? Further enhance that experience and make all those deposits, and they'll go wherever the hell you want them to see.

Money. Do we have. Do we have a Drunk John line?

Yeah. Who's that?

Well, I'll just let you guys take it.

Here, I'm gonna take a simple. Put you on speaker. Oh, no.

See?

Money. Is it your mom?

We hang up on.

We might have to call C. Money's mom.

I call C. Money's mom all the time. Hey, you are on Live with Wine. With Wine. Who we got?

Hello?

Is there an echo in the room? You're on Wine with Wine. What's going on?

Can you hear me?

Yeah. Hello?

Is anyone there? Baxter, is that you? Bark twice if you're in Milwaukee or Hawaii.

Hello? Yes, we can hear you.

Okay.

Hey, Ryan.

This sounds like Roxelle Cho.

Yes.

Oh, Beckster, you did bark twice. You are in Hawaii. What's going on? Roxelle?

I want to shut down my website and just go live and provide my customers value.

Providing value? That doesn't work. I think if one thing has been shown tonight, while we know providing value is. That's so 2017, rookies.

If you want a case study, I don't have a website for marketing. Yeah, I was. I was actually.

You know, this is becoming a recurring theme on Wine with wine. Roxelle, I was talking about you today. Again. Every time Roxelle is on the show, I was talking about you and how I'm waiting for you to let me give you money. Roxelle is a girl in the back room that I want to invest in her business.

Oh, she's in the back room.

She is.

Got it.

Yes. Roxelle, what's going on?

It's good. And just like every time I provide value, it's creating another problem.

Giving value doesn't work.

We're selling too much stuff.

She's selling too much. See, I told you giving value doesn't work. George, your entire thesis is wrong.

I wanted to account my website and talk to my customers.

Well, so what exactly is the problem?

So we started. I started going live just once a week, and now, I mean, we're getting flooded with messages, DMs. And I feel bad because I can't respond to all of them now.

Choose not to.

And it's like, I.

So I.

When I jump on these lives, you know, that's. That's good and all. But now, as it grows, I'm not able to scale myself. So that's the problem. I put a lot. I mean, I've got a lot more help now to kind of help me with the operations, but I still am not. I'm not getting to my customers, like, the way I'm used to.

So George is going to give you some truth, and then I'm going to give you a strategy. So, George, go ahead.

Hi, Roxelle.

Hey.

What's one thing that you.

Thanks for this? I was super inspired by. I mean, everything you said. Just the parts where you were sharing your story, all of your, you know, the parts that were hard for you in your life, and all of the things you've been through, that's the stuff that really resonates with me.

Amazing.

Where's the 808 number from? Because I used to have an 808 number, and it made me happy.

Okay, got it. I lived in Lanikai on Oahu for four years.

What's the one thing that you love doing every day?

The one thing. I mean, I just started. I'm starting to get more clear around my vision. It's like, I really, like, I want to be brave with my life. And for me, that was like sharing my story in order to inspire others to be brave with theirs or for myself. It's my brand. I sell swimwear. It's inspiring confidence in other women. And the only reason I'm able to do that is because I'm saying things that I need to hear in the process.

Yeah, that's all we all do. So, Roxelle, what's the one thing you love to do every day?

See growth and inspire the women around me.

Okay, so you. You love inspiring the women around you every single day?

Yeah, I pretty much surround myself. I mean, I've. Even within my own household, I literally surround myself with women. In my family.

I employ people who I know I can inspire and see their change and their growth and their happy.

Roxelle, what inspires you?

What inspires me for my own self? It's watching my growth, watching me overcoming obstacles, breakthroughs, in my own life, I have to break down before I can break through. So for me, it's seeing that in others and also being in the process myself. And I know that I've seen it done and the results it's had in my life, but I know I can attain to more. So I continue pushing and pushing and pushing, even though I don't have to, necessarily for my own life. I just know that if I continue, I can impact further. And then with my own story, it seems to have an impact around me.

Okay, and then what are the things every day that you do that you don't enjoy doing that stop you from inspiring other women.

Running a business?

No, no, no, no. There's no umbrella answers here. What are the specific things that you do that you for? You've literally refused to let go of because you don't trust that other people can do them, because it allows you to keep feeding the cycle that you inspire other women because you have to do it all, because that's the only way that you can do your own work. What are the things that you refuse to let go of?

Probably the marketing end of it, because I feel like I'm having to learn how to build funnels and Facebook marketing and all of that just in order for me to tell my story. Just because basically I've grown the business out of my garage, used to doing everything and then handing it off. So right now, I hand it off a lot. It's just mainly the marketing, brand story. Yeah, I just. I want to get clearer. I noticed the more time I spend getting clear on my vision, everything else, I mean, grows. The business itself grows. So, like, this whole week, I just, like, literally spent time meditating or going to the beach with my kids, and somehow everything got done.

That's an amazing thing. First off, I just want to acknowledge you. Number one, to call in, number two, to ask a ton of drunk guys for advice, but pretty cool. But number three, to, like, really take a stand for it and be willing to do the work. And I just want to acknowledge you because it's amazing and it sounds like you have your stuff together and you're in the back room with Ryan, which I know means everything, and the caliber of people that are around him are amazing. What I feel like is that you have a message that you want to share and that there's created limitations every day that prevent you from sharing them. And rather than solve what those limitations are, they kind of keep it stuck in this whole thing that I. I'm chasing this mission. I'M chasing this vision and I want to share it, but look, I can't because I have to do the marketing. But look, I can't because I have to run this business. But look, I can't. And I would venture out on a limb to say that that's a recurring theme. The ingredient might change, but it's probably been a recurring theme for quite a lot of time where everything feels hard and it's always met with resistance and nothing flows. And that's simply because it's feedback. There's something there that's stopping you, whether it's systems, processes, surrender, trust, proper delegation, roles, responsibilities or empowerment. And honestly, I'm going to venture to say there might be a little bit of subconscious avoidance where you are actually afraid to share your message every day because it might mean that you're successful and it might mean that you might empower and impact women on the level that you've never even experienced before. And so it's easier to be stuck in the marketing and have to be the one to do it and not delegate a lot of the stuff. Quite frankly, that's what I hear just based on your language and you do a lot of work and I can hear it in your voice, the amount of work that you do. And I know that this isn't a one time conversation. This has probably been a repetitive cycle for the last couple of years since you've launched your business. So I would say what are you going to do right now to free up 30 minutes of your day and that is it. What is one thing that you can do right now that you think you're the only one that you can do? And I'm going to give you an actual strategy right now which might shock Ryan, but I want to know one thing right now that you do that takes between 30 minutes and one hour of your day. Tell me one thing that you do right now that takes 30 minutes in one hour your day that you don't enjoy doing.

Right now? It's, it's, it's production because our sales have increased and because handle I, I was. It started as a handmade somewhere company. So right now it's we're source. I source production. But it takes like three months to for the Audi pan patterns to get these. So I'm caught up literally cutting our fabric.

Okay.

So.

And, and I just, I'm going to ask this question. Are you the best swimsuit maker on the planet?

No. I don't even know how to sew.

Okay, got it, got it. Do you think that you're the best fabric cutter on the planet.

I did solicit research two weeks ago, but.

Oh, that's really, really good. So fabric cutting is the one thing that's still there. What's another thing that might be in marketing or digital that's taking a lot of your time?

Scaling my Facebook ads, which I'm jumping in with Molly Pittman in a couple of weeks. Molly's good, and she's gonna help me with that. And also, I've hired other companies for the marketing, but they have shown me like, a fifth of the results that I was able to produce. And so trusting somebody to take over that is a little difficult for me because I've been screwed before.

Yeah, totally. So what. When you're doing your own. Because you're running your own Facebook ads right now, right?

Yes. Okay, cool. That means you're doing all of them from campaign ad set, ad level, ad creation, copywriting, audience segmentation, and retargeting.

Yep.

Okay, cool. So what parts of that entire process require your input and what parts don't require your input?

Just right now, it's actually just filming my story.

Breaking down the core parts of my story. And that would probably be my main thing. Everything else, if I somehow could find someone to manage that.

I mean, if they can tell my story in the way that resonates with my customers, that's about it.

That's the piece you love. Nobody will ever tell your story like you do.

And that's the piece you want to hold on to. That's the piece you love, Roxelle.

Yeah, Roxell.

Yeah, that's the.

Go ahead.

Sorry. That's the part that's the one thing that I. That scales. Everything is just literally turning on my camera and filming my story.

Okay, so, Roxelle, I just recently. Oh, go ahead, Roxelle. Do you have answers for everything?

I'm boring like that.

So I have a chat. No, it's good. It's good. You're a problem solver. You're scrappy. You're creating something, I'm assuming, to support your family and follow your passion. The only problem is that when passion gets in the way of your message, it becomes a very big problem, because your message is what scales your company. And so what I want you to do. And I'm going to say this, this is a strategy. I want you, when you run Facebook ads for the next two weeks, that you do your. Because you're still currently running ads, right?

Yep, Yep.

Every time you log into the back end of ads, Manager, I want you to turn on a screen record, and I want you to talk through verbally every single thing that you're doing, what you're looking at, what thoughts come into your brain, what you're checking, what numbers you're looking for. Roas you're looking for, how you're choosing, the audiences you're choosing, why you're choosing, the audiences you're choosing, what you're testing, why you're testing it. And I want you to record all of them for a couple of weeks. I don't want you to do anything with the data whatsoever except record it.

Okay?

Once you get a couple hours of footage, I want you to send it to a va, whether you use fancy hands or magic, and I want you to get it transcribed, and I want you to ask them to find all of the commonalities in what you're teaching or what you're speaking, speaking through, and figure out what the three things that you actually do the same every single time are that you justify that you do differently because nobody else can do them to stop yourselves from creating more content and spreading your message. And then all I want you to do is make yourself a part of the creative process. So rather than like, I need to make this ad to sell this set time in your calendar and design your ideal day, your ideal week, your ideal month. Like, I do best when I create four, four videos a month, this is how I'm going to create them or what I want them to be about. And when I create them, this is how I want to use them. And start putting in your schedule and making this a priority in time that you get to create the content and craft the message, and you figure out how to outsource the implementation of that message. It will always be your voice, it will always be your brand. And I'm going to give you a very tangible example. I hate writing because my brain thinks way faster than I can type and I get frustrated. And so we have to create 12 blog posts a month in my business. So what I do is once a month, I send my team ideas of what I think I might want to talk about. They go do the research, they find the keywords, they find everything that lands. And like, okay, These are the 12 blog posts we want to do. George, hit record on your phone. Literally open my phone, I hit record, and I'm like, blog post one. This is what I would say, this is why I would say it. This is how I would intro it, and this is the way that I would talk about it. Blog post 2. This is how I would say it, this is why I would say it. This is what I would talk about. They take the recording, they transcribe it, they drop each one into the post, and then they start writing based on what I say. And quite frankly, frankly, I'm a horrible fucking writer. And they make it sound way better than I could ever make it. And they deliver my message in a way that I never could. Now, could I write 12 blog posts a month? No. Can I record a nine minute video once a month to create 12 blog posts that are completely in my voice, on brand and with my context or understanding? Yes, I totally can. I just had to choose to surrender to the process and empower other people to do it. So by you recording all of your Facebook ad thoughts, you're gonna figure out what the specifics are that you do the same every time. Because you should be running three campaigns. You should be running a prospecting campaign, a nurturing campaign, and a retargeting campaign. You should have some pretty clear audiences. What you're testing, you probably have a delineation of like, no matter what, I test one ad set with five different ad copies with five different audiences every time. And there's some commonalities that you do every single time. And so then if you can provide them the insights and you're like, okay, this is the video I created. Here's the 60 second version, the 3 minute version, the 5 minute version, plug it into what I normally do. You're going to have the ability to scale that and continue to be in charge of your creative and probably free up way more than an hour of your day every single time that you do it. So that would be my answer.

I like how you just mic dropped the wine cork.

I'll do that. I'll do that this month.

Roxelle, the one thing I would add to that is you made a comment that you're unable to reply to every customer. And I would say then if you physically cannot do that or are not willing to do that, then you need to switch from one to one to one to many, which is there are probably common themes that are coming up regularly in the inquiries that you're getting from your customers. And you need to switch the way that you're communicating to them in a one to one fashion to collecting that and synthesizing that and answering the most commonly asked questions. And in that way, you'll be able to get to 80% of the people who are getting to you, even if you're not able to Say, hey, Dana, thanks for writing in. You can have a VA or you can have ManyChat follow up with that person and send them a customized piece of. Of content that you recorded that hundreds or thousands of people are getting the exact same piece. So if you record a content video that is based on one of the most commonly asked questions that you get, that can go to many people, or if you simply do an ask me anything where you take one hour a week rather than ten hours a week and you answer the most commonly asked questions that came in that week, you can still get to almost everybody rather than getting to each individual person. Does that make sense?

Yeah. One problem I'm having too, is so when I went to the backroom event in April.

I was behind in orders, but now we're about 1500 orders behind every day.

So do I shut down the website?

No, no, no, you don't shut down the website.

Because I feel like I brought. Now our. You know, our shipping times are so delayed until we get caught up with production. And I mean, right now I have three production teams on this, but it's. It's taking them two months to probably get everything down the way we need our patterns. And I mean, it's to where I can sell any bikini and it will sell, but now I just don't have. In bikinis.

You know that this is a good problem to have, right?

Yeah. I'm not used to all this complaints of shipping. I mean, we. We. We now have an email flow that goes out that basically says our shipping types suck and explains to them why so that they're not so, you know, and that actually converts.

That's good. There you go. That's. That's. That's good. That's a good step in the right direction. What's the thing that's preventing you from ramping up production?

Just we're waiting for our patterns basically to get. It'll be about two months for our patterns to get made because we have some original patterns that I created from the start and are the best selling properly. Probably about two months. But in the meantime, I have basically purchased stock suits from other companies just to kind of buffer that until the two months, but it's just basically having them make sense faster.

Are your prices too low?

What was that?

Are your prices too low?

I'm doing an off on a bikini bottom. Some of the bikini bottoms, they're not like the. I try not to run it on. It's kind of like my strip wire.

Don't use that word. Don't Ever use that fucking. Don't ever use that word again or I'm gonna hit the red button on the phone. I'll tell you why later. I appreciate you, and I think you're amazing. Please don't ever use that word.

The only reason I use that word is because the last time I didn't use that word, somebody corrected.

Yeah, well, I saw a marine step on a trip wire that's not alive anymore, and no one has the right to use that word.

Okay. Thank you.

You're welcome. So you can tell your friend to call me, and I will gladly, in person, explain why they shouldn't correct you.

I, I, I thank you. I, I think I wanted him to.

Call me on all my. Because I think, like, I want to hear it. I want to hear it from. Because nobody tells me which I need to hear.

Don't say that to us right now.

I like, I don't, I don't think you're in the position to even need to have an entry level product that gets the credit card. You like, you have the goods. People want the goods. People are willing to wait six weeks for the goods. What's the name of the company? Okay, tell George the name of the company.

Roxelle, what's the name of the company?

Fuse, Hawaii.

Got it, thanks. KP talking.

Yeah. And I just, I put that out as I was building my, you know, I just felt like, okay, I need an offer. And that's when everything started coming in. And I just wanted them to sample the product, get the food on the bodies from there. I knew they'd love it. And that's how we're getting a lot of repeat customers. And with that, they, because they bought the bottom, they love it, they come back and they buy at the top.

Okay, so, so you, you've tested the offer, the offers working. You don't need to have it at an entry level price anymore.

Okay. Okay.

Is the entry, Is the end.

Is the entry offer the $20 bikini bottoms?

Yes.

Okay.

And so we had some on the, some of them on that sale price that, you know, the colors that maybe are torture.

Oh, we lost Roxelle.

How did you do that? Yeah, he magically called her back.

Her phone died.

Rock style's found dead.

Okay, let's take this off.

That's sad.

We might also have any closing advice.

Having seen the website.

Yeah, mine. I think she needs to stop discounting her product when she has a hungry audience that desperately is demanding this.

She needs to spend more time communicating a message and probably offering products that are not bikinis. And she needs to expand the product line vastly beyond that, like sunglasses. I think she could do digital products if she's really in a position like really the audience is responding to her. I know that they're responding to bikini bottoms. That's just the way that they're initiating the relationship. I don't know her market well enough to be able to comment what that product would be, but there are other ways that she could get those customers to transact in order to grow the business. So I think she needs to raise her prices at least in the interim and she's be looking at other product offerings to expand that.

What it also sounds like to me is that there's an OPS problem missing in the company.

Oh, absolutely.

We have a CEO and by the way, you're amazing. We have a CEO and we have a ton so of soldiers. And we're missing middle management, we're missing ops, we're missing production capacity, we're missing predictions, we're missing lead times, we're missing design times and we're running into an ops problem because as soon as she turns up a lever or pulls a lever, the orders come in. And this is the same problem. And if this problem doesn't get solved, this company will never be scalable and it will never be profitable because this pattern will repeat for any physical product that there because your stuff is special.

And it's not that special. It requires planning and it requires predictions and it requires ops and process management to be able to properly do this. If there are two month lead times for patterns, that's not the customer's problem, that's our problem. And we have to solve that problem so the customer doesn't know. And if we keep running business and keep collecting orders without solving that problem, we are literally saying we don't care enough about you to run an effective scalable ethical company. And so I'm going to say it because Rox, you sound amazing and you're afraid of success. And as much as I hate to say that, you hold on to all of the things that keep you stuck and there are a lot of things that can be outsourced that don't literally require your time where you can focus on the proper lead times, the proper design and the proper production and team management to put an ops flow, systems and processes in place to create predictable order streams, revenue and patterns. And I don't care if you only release 500 fucking patterns per bathing suit. And when they sell out, they sell out. And that's all that you happen. But it's never a customer problem. It's always our problem. And as much as I love the fact that we're authentic and we're like, hey, we. Our shipping time sucks, that's an excuse and a justification to stay stuck in our current process. And so if we can look at it and fix it back and we can Marcus Lemonis the shit out of it, quite frankly, and get really, really clear on what it is, then we launch with things that are very clear, that are very measurable, that are very sustainable and very scalable. Because if we release 500 bottoms and it takes us to two months to get those bottoms, and we know that 500 bottoms are going to go for $20 a piece, and it's going to give us $10,000 of revenue, and it cost us $8,000 of revenue to produce that, to market it, and to get the sale. But we have an average lifetime value of $98 in the back end of that. We now have a sustainable business model where nobody's waiting, they're getting immediate dissemination, and people join a waiting list to get the next set of bottoms because the pattern is done and waiting for them to go. So that's my opinion.

Got all that, Roxelle? Sorry, I got it.

Did your phone die?

Roxelle? We think. What's that?

I have espn. I knew her phone died.

We think you're amazing. The more I get to know you and your business, the more I love you and admire you and want to be you when I grow up.

So I'm trying to get everything fixed as we're.

Oh, I'm gonna meet you.

Yes. Yes. She'll be here.

Ryan made a mistake. He gave me the stage.

We have to clear everything for that day.

Roxelle, we love you. Thank you so much.

Thanks, Ryan.

All right, see you soon.

All right, gents, we are gonna wrap, but here's how we're gonna wrap.

Were you just doing a beat? Expect expecting us to. To freestyle?

Yeah. Wrong crowd for that.

Yeah.

Clemens, halfway through a three ounce pour.

I guess I can drink this.

Where were your drink Clement drink hashtags?

Come on. I feel like my children are drinking more wine than climb and their combined age isn't 14.

Cough syrup has more alcohol than he's drinking tonight.

George, you're gonna be hanging out with us in Austin again this August. Doing this in person at Brand Builder Summit. August 24th and 25th. I am grateful, humbled and excited and spoiler alert. I've shared with you. I've shared a few Times that kind of the next stage of my career is I'm going to be putting together a fund for physical products brands, and that is that that exists for people like Roxelle, for people like having the advisory board that comes in and does this. And you know, we've talked privately about possibly adding you on that and we'll continue those conversations so that we can have this kind of conversation and it actually meaningfully impacts the companies and provide the capital to make that kind of an impact.

Well, can I make an offer, please?

Sure.

Okay, cool. So if any of you watching live, any of you watching this recorded, anyone you listening, whatever medium you're consuming this on, if you have any question, I don't care the level of the question, the depth of the question, the size of your business. If you DM me on Instagram to Civilized Caveman. Yes, that's my food brand. If you DM me, I will personally respond to every single one of your comments and answer every one of your questions, no matter what, until you feel that you have a resolution with what you asked. Because I would love the ability to serve you. So it's Civilized Caveman on Instagram, and I mean that.

So could we get cooking some thank yous of hashtag Caveman here in the comments? If not Civilized Caveman or Civilized Caveman cooking creations. Calm idiot. If you could. If you could put that.

I wish websites like Wayback Machine did not exist. So you could. Nobody could watch that, see that website in its original form. But yeah, I just. I feel like there's some open loops and things. If there's anything that's applicable, I would love that capacity to respond and support as long as all of you watch and share and comment on all of Ryan's videos.

Well, thank you, Civilized K man. Appreciate it. And. And of course, I. I couldn't do what I do without the smartest person in the room, regardless of the room. Dr. Clement. Juan.

He finishes one.

Wow. That's called hustle. Peer pressure or a deadline. We just need deadlines.

I knew there was an ending deadline. Wine funnels on every single.

We'll need milestones towards this.

Like, he is very analytical. I bet you we could lay out a road map and a customer for every episode.

Checkpoints of when the wine needs to be drank. I get to do what I do because I get to partner with people like Clement. Even though publicly he looks like he doesn't enjoy a minute of this.

He.

He still is the brains behind the operation. I'm just the good looks. That's Pretty much all I have going for me. And what we do is we invest in physical products brands. We're a lab for physical products brands. We buy physical products brands and we launch brands that we're excited about around influencers. What are you giggling about over there?

2 hours and 36 minutes per glass.

That's your rule.

Well said. So if you've got. If you've got an audience and a following like Roxelle, we build the operations and the products around people who have audiences and create scalable, sellable companies around those audiences. That's what we do. And then once a week we all drink wine and do this.

So might have to have a repeat episode.

Well, I believe you'll be here again. And by then we'll be in the. We'll be in the new digs, which we haven't talked about much here publicly. We'll save that and, and that will be fun.

This is the beginning of many.

I also, I also want to thank you personally for challenging me to be greater than I have given myself credit for being up until this point. For being more authentic, for being truer to myself, for holding me accountable to the things, things that I say, for speaking truth in a ways that very few people are willing to do, for showing up as you, for being vulnerable and for. For sharing with these people. Hashtag caveman. If you want to say thanks to George. Appreciate you, dude. Appreciate you, Clement, Juan. And we'll see you all on the next episode of Wine with Wine. Thanks, everybody. We love you. See you soon.

Ye.