Haliey Welch signs with The Penthouse, Joe Biden's Twitter is a joke, and tips to grow ad agency

Going to the Hok Tua Girl. So her name's Haley Welch, by the way. She has a name. So Hok Tua Girl, she signs with the Penthouse. Now that's not the Penthouse magazine, guys. It's like an agency basically. And the reason I think she's gonna do it well, at least maybe we'll back up a second. The Hok Tua Girl, she made a video. It's maybe not safe for work. The guy was like, hey, the interviewer was like, hey, what do you need? What makes guys crazy, right? And then, you know, she said, you gotta do that Hok Tua.

I think the thing was, How do you please a guy in bed or something like that?

Yeah, and she said, hock tua. We'll just leave it at that, right? But the reason I think she's going to do well is because she's actually got personality. I've watched some follow-up videos. She's like talking about what she's going to do next, and she's actually funny, and I think she's going to have staying power, right? There's a difference between 15 minutes of fame and someone actually capitalizing on it. So who's a good example of capitalizing on it? The D'Amelios. Charli D'Amelio, right? Dixie D'Amelio, right? They just did a lot of dancing. Who else is a good example of someone That capitalized. That, that guy from Africa where he just like will point at something or whatever and then like, um, he'll like make it really simple and he'll just be like this, right? He makes a lot of money now.

Dude, Double was at my house yesterday. So he's just like, yeah, this person's gonna be famous. Like the Catch Me Outside, uh, girl. Do you remember the Dr. Phil episode? And this girl was like, you can catch me outside.

No.

You don't remember that?

No.

Catch Me Outside?

No.

I don't know her name. Google it. You know the clip, catch me outside. Cash me outside. I don't know how to say it.

Oh, okay. Dr. Phil, catch me outside, cash me outside full video. What happened to how about that girl? Is that who she is? Yeah.

You can cash me outside. How about that? You know what I'm talking about?

You haven't seen this? No, no. I've never seen an episode of Dr. Phil.

Me neither. But this went viral years ago because this girl said, you can catch me outside. How about that? Like, I don't know, like maybe she's talking about getting in an argument or fight or some sort of disagreement. At the time, she was 13 years old. So Devil's like, have you seen her Instagram? I'm like, dude, I don't log into Instagram. So I type in Catch Me Outside. I can't find her. He's like, oh, her real name is so-and-so. I forgot what the name was. I look at him like, it doesn't have 10 million. It's like 16 million followers. I was like, wow.

On TikTok or Instagram?

Instagram.

Wow. Okay.

And then he's just like, dude, she makes a killing from OnlyFans. Now I don't use OnlyFans, but he's just like, she's a top 10 OnlyFans or whatever it's called.

You know, Joe Rogan was talking about this one OnlyFans girl. She made $57 million.

Whoa.

$57 million.

Wow.

Would you take off your clothes for $57 million?

Me?

Yeah.

Honestly?

If you're broke.

I wouldn't take off my clothes for $57 million.

$100 million?

Are you talking about currently, like today?

Yeah. Well, no, no, no. Like 20 years ago.

I don't know. I can tell you if I'd take it off today.

No, you wouldn't take it. Do you want to do it today?

Yeah. I'm not saying I'm well off. I've done decent enough where I don't worry too much about paying my bills.

So Hailey Welch, she didn't have social before, right?

And by the way, if people want to do that for a living or not, to me, the way I look at it is like, it's people's bodies.

It's their choice.

Yeah, they should do whatever they want.

I would just prefer that I don't do it, but that's their choice. So Hailey Welch, so here's what I respect about her. So by the way, her Instagram, she just started it. She didn't have one.

Who's Hailey? Is that the cat?

Hot Tuber Girl.

Oh, let's go back to her.

Yeah, so she has 817,000 followers right now on Instagram and is just starting. And again, I talked about her unique personality and I think she's more interesting than most influencers. To say the Hawk Tour, like that never occurred to us, right? And she did a she did like a video saying, "Hey, here's what's next." She's like, "I'm not making an OnlyFans account." Okay, good. She's thinking about the long term, right? And she's like, "I'm going to be selling merch and all this type of stuff." But I think look, the world's looking at her now. She's got a chance to to really make this sixteen minutes of fame instead of fifteen minutes of fame. So let's talk about Joe Biden's Twitter for a second. Can we talk about Joe Biden's Twitter? Um, so Brad over here has worked with Joe Biden before. Um, wait, Brad, have you really worked with Joe Biden?

Worked with him, but filmed an episode.

You did? You sent me a picture.

What'd you do with Joe Biden? Uh, we filmed Jay Shetty's podcast with him.

That's cool.

Oh, cool.

Yeah. Okay. So, so Joe Biden tweets this. Uh, you'll like this, Brad. So it says over here, let me say this as clearly as I can. I'm the sitting president of the United States. I'm the nominee of the Democratic Party. I'm staying in the race. And then the first reply is, How are you tweeting this when you're on stage in Wisconsin right now? It's like 3.4 million, right? And 55 million views for the first one. My point of this is it's probably not a good idea to have someone manage something that's supposed to be your stream of consciousness. So if Elon manages his own Twitter, right? Gary Vee manages his own Twitter. You are now like on your own Twitter. I'm on my own Twitter. We've tried outsourcing it. It just doesn't work.

I've never tried outsourcing my Twitter.

Really?

Yeah, people would just not tweet from my Twitter.

Oh, you, you, but you would have like retweets or whatever. You weren't, you weren't outsourcing it. You're right. I did outsource it. It just didn't make sense because they were saying things that I didn't care for. They were saying things that don't sound like me. It's your voice at the end of the day. Now, when Trump's using like a Twitter or whatever, like it's him, right? I think Obama uses his own Twitter too, but when you have someone else writing for you, it just doesn't feel right and it makes you seem inauthentic.

Yeah, and it's funny too because it's not about what you're saying like that's catchy or clickbait. Like I read a lot of tweets from like Marc Andreessen. You could clearly tell it's Marc Andreessen creating his own tweets.

It sounds like him. Like, everyone has their own voice. You have your own voice when you write. I have my own voice when I write. People can smell it from a mile away. It's just like when DJs have their own sound too. You can smell it, or hear it rather. So yeah.

Yeah.

Yeah. Yeah.

Especially with my tweets, you can spot the spelling errors. Oh yeah.

Yeah. There's some grammatical stuff here and there. And then there's always like, you start with an absolute usually. You should stop doing this. But that's you.

That's whatever.

It works for you. Yeah. I gotta take a minute to tell you about the Agency Owners Association. This is a peer group for agency owners. Think YPO or EO, but for agency owners. And I just wanted to read you a couple of testimonials. So this first one comes from Carrie, and we asked her, what do you like most about the group? She said, having a group of people to discuss and bounce ideas. The leads are great too. Yes, we share leads in this group as well. This one from Ollie, and he says, the ability to really post whatever I want and need And the group responds, great experienced members, getting a lot of insights from conversations with other members, getting a lot of value from sessions from Eric, getting advice from others as well. And so if you want to grow your agency faster and you want a peer group to do so, just go to marketingschool.io/agency. This is a group that both Neil and I created, and our hope here is to create a vibrant community of agency owners and do a lot more with it in the future. So again, marketingschool.io/agency, and we'll see you inside. Your next topic here, which is the quickest way to grow your ad agency. Yes.

And I would say if you're a small ad agency, it actually doesn't matter what size, but if you're a small ad agency, I don't know why people don't do this. You and I have talked about this. I still think you should do this. Just join forces with a ton of other agencies.

Why don't I just buy other agencies?

It's more economical to join forces. It's too expensive to go and buy.

So, okay, go finish your point.

Okay. Let's keep a basic number. These aren't Eric's real numbers, but we're going to make them up, okay? Let's say—

Let's not use me. Let's not use me. Let's use somebody else.

Okay, so let's say there's an agency.

So there's someone we talked about the other day. Let's use that person.

Let's just say there's this guy named John. He has an agency. I'm making it up. And his agency is called Jack and Jill Marketing. And Jack and Jill Marketing does $5 million in revenue and $1 million in profit. You can do much better from an exit standpoint if you're at $5 million in profit versus $1 million. And let's say Jack and Jill Agency specializes in SEO. Then you got a partner here called Brad's Agency that specializes in social media, and they also do $1 million in profit. And then you got Eric's Agency, not Eric Siu, but a different Eric, that does $1 million in profit and they do paid ads on Facebook and Google. Then you have Neil's Agency, not me, different Neil, That just does, you know, email marketing. And then you got Emma's agency that just does conversion rate optimization and she does a million in profit. So you start combining them all, you're like, huh, you got $5 million in EBITDA there if you just each took 20% of the company, assuming similar churn numbers and growth numbers, et cetera. Yeah, you each only own 20% of the business, but now, you know, instead of 5, 5, 5, 5, so, you know, $25 million when you add them all together. And $5 million in profit. If you start cross-selling services and get clients to pay for, SEO client to pay for paid ads and social media and then CRO and email and vice versa, and you do that, maybe you start growing to $40 million in revenue. You start getting to $40 million at 20%, you're now looking at 8, and if you're worth 10 times, that's $80 million.

So what Neil's talking about just for everyone here is one, this is like a mini roll-up. The other thing is you're doing an equity swap with people, right? So you're not buying the agencies, but you're swapping equity, right?

It gets too expensive to buy.

Yeah. Well, I mean—

At this size.

I would, I would say, okay, would you say they're doing $1 million in profit, right?

Yeah. But at that point, you know, if you were to sell your $1 million agency, you'd probably get profit. You probably get a max of $5 or $6 million if you're lucky.

Max.

And then on the low end, you can get $3 or $4 million too, if it's a really bad agency. But if you got to 40 and 8, Each person gets roughly $16 million.

I think there's multiple ways to do this. You can do it at that point. It just depends on like what your preference is, right? If you don't want people on your cap table or you want their stake to be lower, then you probably should just grow organically for a little longer. Um, or you can structure the deals where like, it's probably not likely for you to do seller financing or do like the stuff that everyone talks about, no money down or whatever. You probably have to put some money down, but it just, I think at the end of the day, I think where we can both agree on here is Yes, you should be buying other companies. And if you can't buy them, yes, you should partner up with them, right? Because ultimately, you get more— there's more pricing power. There's a lot more powers that you have. There's switching cost power. There's a lot of these things.

Yeah, but if you're looking at the scenario, right, $16 million is much greater than getting $5 million. And all you had to do is you just own less of the pie.

Yeah, you can do that. But that depends on what the goals of the person is, right? Like, their goal is like not is much more than 16 and they want to have more control. Depends, right? It just depends on what the person wants.

So that's true. If you want to still be on your own and run it your way and have no partners, then—

Which is hard. It's very hard.

It's very hard. Yeah, I do believe in a startup environment, it's really hard building a company with one person. Yes, you need at least 2 people. You can do it with one. Eric's done it with one. But if you look at most big startups, They've done it with multiple founders. And yes, there are big startups with just one main founder. And again, that can work too. But typically—

I wouldn't recommend it.

Yeah, because at the beginning you're strapped for time and money. So it helps to have more people.

It's hard because like, okay, let's think, let's look at you and Mike for a second. So Neil has a global CEO, Mike Kamo. They co-founded the company together. You guys will Batman and Robin sometimes, right? So sometimes you have to be Batman. Sometimes you have to be Robin, right? You guys are, but you guys are shouldering a load together. And that is way undervalued, I believe. I would highly recommend people have a partner. So, all right, quick note. This is about my company. It's called Single Grain, and Single Grain is an ad agency where we're focused on driving innovation. I want to talk about a couple of new strategies. And if you need help with marketing, great. If not, here are a couple of new strategies that you should try out. One is programmatic CRO. So we are doing programmatic conversion rate optimization on our site. So it's building products that will automatically optimize your site to increase conversion rates. We're also auto-optimizing, auto-updating from an SEO standpoint. And we're constantly thinking about what else we can do in terms of enriching the visitors that are hitting your website and also tailoring custom messages for them using AI. And so there's a handful of things that we're doing from a marketing standpoint, and our mission is just to drive more innovation. So if you want to learn more, just go to singlegrain.com, grain like rice. So singlegrain.com to learn more, and we'll see you inside. And I'll give you a great example.

Right now in our agency, I'm focused more on M&A. and content production and branding our agency for enterprise, as well as traveling and literally pitching deals to potential customers and closing them. And Mike is working with a lot of our international leaders to fine-tune their sales process. He's working with our software divisions to revamp how we build software, deploy features, and those 2 projects that he's dealing with, Takes up tons of time, like the amount of leaders we have and the amount of countries we're in. You know, he's probably doing, call it 20+ calls a week with different leaders in different countries, helping them fine-tune their sales process.

Yep. I'll tell you one thing that going on the partner thing, there's, remember, there's this one guy I talked about that works in private equity, has been CFO, COO, and I've worked with him alone. There's a lot of trust that's built there. For me, it's like, okay, even though I didn't start with a partner, You can always get a partner. You can get a partner from one of these other agencies.

Yeah.

Like by default they're a partner.

Right.

So that is, that is a benefit. Or you can work with someone that, that you really know, like, and trust and have known them for a long time. And you know, you can give them shares, you can do phantom equity, whatever it is exactly. Um, but there are multiple ways to do this.

Did you end up getting that private equity COO person?

Well, no, we're, we're talking like, basically it's like a 6-month timeline for him, 6 to 12-month timeline.

This is the one that you worked with in the past at the other company.

Yep. Yep. And he's like, you know, he's, he's, he's got the experience. So.

So, but what's stopping him from joining today?

Right now, he— right now we're not ready for him yet. And right now he's not ready yet too. But like, we've just been constantly connecting every quarter. So that's a lesson for everyone. If you find someone really good, at least for me, I don't know about you, Neil. I've always kept in touch with people over the years. Um, I'm always checking in, hey, how are things going? Right? What do you need exactly? Oh, you need a job?

Okay.

Here's an introduction over here. Right. But eventually, Oftentimes it comes back.

Dude, I've interviewed people that I want to hire and they turn us down and I know they'll be a perfect fit and I'll still keep in touch with them because I know 2, 3, 4 years later I'm like, all right, when they're ready, yeah, we'll be ready for them and we'll take them on whenever. Good economy, bad economy, because you don't want to turn down amazing people like that.

And time. So, okay, those of you that are maybe earlier in your careers, oh, 3, 4 years, it's like, dude, it goes really fast. It does. Yeah.

Life moves too fast.

I mean, I just met you. I feel like I just met you yesterday. That was 13 years ago.

Was it 13 years ago?

13 years ago, yeah.

Taco Bell was the first meeting?

Taco Bell was the first in-person meeting, but Skype was the first meeting. There was no Zoom or anything. Dude, I still use Skype. Yeah, unbelievable. I can't even log into my Skype anymore. I don't even know what it is.

I don't think too many people use Skype at all anymore.

No, and then Neil would call all the time and say, hey, what do you think about this headline over here? When he was writing blog posts. It was like, hey, what do you think about this headline?

Yeah. Dude, that was a long time ago. But it was fast. And remember you and AJ used to work together and Sujin?

Oh yeah, yeah.

AJ, Sujin, yeah.

By the way, you know, one of the guys in the Agency Owners Association, Brennan, he's in the same— he's in the EO chapter that Sujin's in, in Austin, and they're on the board together. I was like, oh, such a small world.

Yeah, I didn't even know Sujin's in EO.

Yep, yep, he's been in for a while. But, oh, and then the gun guy is also in that chapter. Eric.

Yeah, the one that you used to own a chunk of, or you still may.

I still do. Yeah, good for you.

Well, I think that's it. Make sure you guys all go to marketingschool.io/agency to join the Agency Owners Association.

You got it. And leave a rating, review, and subscribe too, because we were— we haven't gotten one for a while, so give us one. All right, goodbye guys.