The 9-Figure Man: Getting Fans That Buy Again & Again

George, what's your secret sauce man?

Build high quality value based two way relationships.

And that means in English, marry your customers.

Whoa.

And that sounds a non flowery language like.

You have to care.

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, 5, 6 x 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 company 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 with 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 differentiator is when you create content about you, you lose. When you create content about your customers, you win.

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 has heard like don't talk about the features.

Talk about the benefits. Yeah, for sure. You know, we have all these companies like 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 college. 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. 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 pour.

You did. That is so aerated. 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 an aggressive pour. And I think I saw out of the corner of my eye, I saw the good doctor doctor kiss his wine.

He did, like, the lip smack. Like.

No, no, it was like. It was like he. 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.

Sea Money slurps his wine.

He's just straight up sick. Heard round the world.

He waited till an audible pause went.

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

I'm gonna 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 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 not 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.

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.

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 so heavily when I work with these clients is turning no's into yeses. 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. That's crap. 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. 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 cart abandons is when they know they're going to get a discount coupon because they leave your cart and 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 going to buy your fucking product. 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 is 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, 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 bitch.

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.

The best ads are the ones where you actually help people, you actually give something 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.

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

And 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, 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.

Hey, T Coin, I'm sorry to do this. Could I bother you for H2O? My liver needs support.

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

Yep. 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 would be amazing for me. 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. 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'm 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 there's 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 stop sending stupid fucking card abandonment emails and we start sending gifts, like actual gifts, like videos, physical products, it's gonna change our business. It 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 said, I'm gonna 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 gonna do this on email marketing and I'm gonna send cart abandonment guests 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 5x every single previous sales record we'd have 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, 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 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 and 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, 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.

See Money. Do we have. Do we have a drunk dial on?

Who's that? Yeah, well, I'll just let you guys take it here. I'm gonna take a simple look.

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?

Can you hear me?

Hello? Is anyone there? Baxter, is that you? Bark twice if you're in Milwaukee or Hawaii. Hey, Ryan, this sounds like Roxelle Cho.

Yes.

Oh, Beckster, you've been 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, that's fine with why we know value is. That's so 2017.

Can I just shut down my website and stop selling cheese now?

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. I'm just like, every time I provide value, it's creating another problem.

I'm selling too much Bikinis. 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. Well, so what exactly is the problem?

I'm not getting to my customers 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, Roxelle, what's the one thing you love to do every day?

See growth and inspire the women around me.

Okay, so you love inspiring the women around you every single day. Roxelle, what inspires you?

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. 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 things that you refuse to let go of?

Probably the marketing end of it, because I feel like I'm having to learn, like how to build funnels and Facebook marketing and all of that just in order for me to tell my story. Just, you know, because it's basically growing the business out of my garage, used to doing everything and then handing it off.

So 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 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 that's simply because it's feedback. There's something there that's stopping you. Whether it's systems, processes, surrender, trust. 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 a 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. Stuff. So I would say, what are you going to do right now to free up 30 minutes of your day?

Scaling my Facebook ads, which 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 of X. 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?

Right now, it's actually just filming my story. That would probably be my main thing. Everything else, if I somehow could find someone to manage that, I. I mean, if they can tell my story in the way that it resonates with my customer, that's about it.

I'm giving them all the creative.

Nobody will ever tell your story like you do.

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

Roxelle, 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, 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 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 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. So by you recording all of your Facebook ad thoughts, you're going to figure out what the specifics are that you do the same every time. And so then if you can provide them the insights, 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.

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.

So I'm trying to get everything fixed.

With rookie Ray K before I get to the Bram Builder Summit.

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.

Thanks. Bye.

George. You're gonna be hanging out with us in Austin again this August. I am 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 gonna be putting together a fund for physical products brands, and that is. That exists for. For people like Roxelle, for people like having the advisory board that comes in and does this.

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 that I say, for speaking truth to 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. Caveman. Thanks, everybody. We love you. See you soon.