Why Every Entrepreneur Should Advertise With Video with Tommie Powers

0:02Who's ready to rock today, Fire Nation? JLD here and welcome to Entrepreneurs on Fire, the only daily show interviewing the world's top entrepreneurs seven days a week. Today, we'll be breaking down why every entrepreneur should advertise with video. To draw these value bombs, I brought to Tommy Powers in the EO Fire studios. Tommy is a digital advertising trailblazer with over 17 years experience and well-known in the digital marketing industry as the OG of YouTube ads. Today, we'll be talking about why we should even care about advertising, the first steps, Tommy's 4C framework, which is so key, and the number one thing that most entrepreneurs underestimate about digital advertising and so much more.

0:41And a big thank you for sponsoring today's episode goes to Tommy and our sponsors. Is this your year to grow a successful business? Attend the world's highest rated business growth workshop taught personally by Clay Clark and now featuring Rich Dad Poor Dad author Robert Kiyosaki and Eric Trump at thrivetimeshow.com slash EOfire. Again, request life-changing tickets today at thrivetimeshow.com slash EO fire. Fire Nation, you have a book inside you and it's time to share your message with the world. That's why I created Author 100, a 100-day program where I will personally guide you one-on-one to create, write, publish, and market your book.

1:24If you want daily guidance and mentorship from me, JLD, then head over to author100.com to sign up for a free call with me to chat about the details. Tommy, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. What's up, Fire Nation? Mine is kind of like pursuing your purpose will keep you broke, actually. Most people, you know, saying success is pursuing your purpose. But I mean, if you don't come from money, right, that's, you know, the reality is most people, you know, I found including myself, like when you stressed out about where your next meal coming from, how you're going to keep a roof over your head, like, it's really challenging to do that, you know?

2:14So, um, obviously, you know, you success, different people, you know, they, everybody had their own definition of it, but in order to truly pursue your purpose and what I found is real true financial freedom is what I've seen and people that I, that I'm around that are very successful tend to be able to truly do that when money is not an object anymore. And so people say all the time, you know, be success, you know, pursue your passion, you know, blah, blah, blah. But like, you need to have your money together for that. Most people probably disagree with that. Well, Fire Nation, what I say is if you're just pursuing your passion, that's called a hobby.

2:55And that's fine. A hobby's fine. But guess what? You have to combine, if you're going to do something with your passion, you have to combine it with value, with knowledge, with skills, with problems that you are solving for real people. Because if it's just a passion, it's just a hobby. If it's just skills and knowledge, then you might get burned out or you might get bored by it. But if you can somehow find something where you are really solving real problems and then you're actually combining that with an area that you're enthusiastic about, you may have something to take off there, but you need that combination.

3:27Now, today we're talking about why every entrepreneur should advertise with video. And I mean, Tommy's my go-to guy when it comes to YouTube ads. I mean, he's the OG for a reason. We actually just had a conversation last week about my new show on YouTube, which I was very thankful for him doing. So thank you, Tommy. And I want to start about the most important question, which is why should our listeners even care about video advertising? According to the IAB, digital video ad spending is growing nearly 80 % faster than media overall. And a lot of what's created by that is the consumption of video.

4:05So the reality is that's where the people, that's where the attention is at. And if you wanna be able to do, you know, any type of advertising, marketing your business, it doesn't matter if you're running an ad, or you're doing social, organic, whatever, you got to go where the eyeballs are. And so eyeballs are all over video and you guys probably can see it in your own life, you know, just what you're consuming if you just pay attention around you. So that's why they should care because that's where people at. I love talking first steps. Like if people get excited about something, what's the first step they should take?

4:40So what is the best first step every entrepreneur needs to know for advertising successfully? I look at the business model first and then the sales process around my business model. And then what's the journey that I want to take people along to create that outcome in terms of getting people to actually come and buy from me. And if you don't fully understand that, no type of advertising going to work for you. So I feel like most of the time people are so caught up in just the tactics and, you know, the guru says this or whatever the case may be. And I get it, right? People call me a guru, whatever.

5:23I'll take it, you know, because it's a term of endearment in some regards, right? But it's like you have to really look at the core and look at your business model in and of itself. And then you have to look at the journey that you take people through in order for your business to actually function. Because if people don't have a, if you don't create a buying experience for people, you're going to have a hard time selling, right? And so once you are clear on that, then it's like, how do I use advertising to create that outcome? wrong. That's kind of like what I want people to really think about first and foremost before they do any type of advertising.

6:04Let's talk about mistakes because we can learn a lot from mistakes. So what is the biggest mistake that entrepreneurs make related specifically to advertising? A lot of times people are building these funnels because that's kind of the hot topic, you know, in the marketing space, you know, funnel, funnel, you know, right. And they're not accounting for their business model. They're not accounting for their sales process. They're not accounting for, you know, how customers want to interact with your business. And so a lot of times people are, again, tactical thinking they're building. Oh, it's a hot funnel.

6:40It's a challenge or a webinar or, you know, whatever book a call, demo, whatever type of business you're running, right? People go and they build these things and then they're not congruent with their actual sales process or their business model. I see that. I can't even tell you how often I see that. Right. So that's got like the biggest mistake that you can do is to try to force your customer in a journey that doesn't even make sense. That's not even congruent with, you know, the type of business that you're running and what you're selling. Fire Nation, we're going to talk about the 4C framework.

7:17We're going to talk about AI and what entrepreneurs underestimate about digital advertising when we get back from thinking our sponsors. Is this your year to grow a successful business? Are you looking to learn the proven processes and success systems that have been used to create thousands of millionaire success stories? See thousands of success stories and testimonials from real people just like you who Clay Clark has mentored and coached into prosperity at thrivetimeshow.com slash EOfire. Clay's proven business coaching program is month to month and it costs less than hiring a minimum wage employee.

7:50Yes, it's month to month and it costs less money than hiring a minimum wage employee. Schedule your free 13-point assessment with Clay Clark himself today at thrivetimeshow.com slash eofire. Because Clay only takes on 160 clients and only allows 300 attendees to each business conference, you will interact with Clay directly, see thousands of real success stories and learn about attending the Thrive Time Show two-day in-person workshop featuring the legendary Robert Kiyosaki and Eric Trump today at thrivetimeshow.com slash EO fire. Become the next success story. Schedule a free consultation and request tickets to join Eric Trump and Robert Kiyosaki at Clay Clark's next business conference today at thrivetimeshow.com slash EO fire.

8:33Fire Nation, you have a book inside you right now, but it's not always about our desire to write a book. Sometimes it's about knowing which steps to take and when to take them to make it happen. If you know you have a book inside of you, but aren't sure where to start, then I have an exciting opportunity for you. It's called Author 100. Author 100 is a program I personally crafted to help you one-on-one every step of the way, from drafting to writing to publishing and even marketing your book. When you join the Author 100 program, you'll have access to me, JLD, for 100 days. We'll have weekly one-on-one calls, plus you'll get daily guidance from me whenever you have questions or hit a roadblock.

9:16Over the past 12 years, I've self-published five books, including one of the top five publishing campaigns of all time on Kickstarter, the Freedom Journal. I've also traditionally published with HarperCollins, so I know a lot about the book publishing world and where most authors go wrong. I created Author 100 to share my experience and the lessons I've learned along the way, and I can't wait to share it with you. If you're interested in learning more, head over to author100.com and sign up for a free call with me. That's author100.com. Tommy, we're back and you have a 4C framework. Break that framework down for us step by step.

9:57The 4C framework, it starts with what are you selling? So we call it the conversion, right? And we work it backwards. But the conversion is the thing you're selling. And then the second C is the conversation. What do you have to say to people to get them to buy? Like those are conversations. And in your conversations, though, that can be your sales letter, your sales message, the creative conversation, the messaging you're having there, the message you're having in your emails, social media content, content marketing, all of that kind of fits into the conversation. conversation and then the third c is is is isolated outside of the conversation being meaning the creative because that's the first thing that people are going to see as an ad if you're running an ad the first thing that they're going to see we call it a creative that is the the the elements of the thing that that when they see it they know that they can you know engage with you and you know click over go to your website or what have you we call it a creative it's the video that goes there or if you're on facebook you might see an image and some text you know as you're scrolling in the feed that is your creative the last c is campaign and that is how you get in front of people so you have your targeting and things of that nature right essentially it's like who do i want to talk to, that's your campaign is going to dictate how you do that, how you actually get in front of them.

11:38Your creative, which is their second C, right, is what are you going to say in the ad to get them to do the thing you want them to do? The conversation is going to be the things you've got to communicate with them throughout your sales process to then your last C to convert conversion to get them to actually buy. That's the framework. Tommy, AI is all the rage these days. How should Fire Nation be thinking about AI as it relates to advertising? I recommend, you know, and other people may not agree with me, but, you know, if you are running a business already, you already have certain things that you're doing.

12:19We call them workflows. There may be standard operating procedures, things of that nature. Now, if you just, you don't have a business yet and you're trying to get a business going, that's a whole nother conversation. I'm speaking to, I already got something happening in my business on a regular basis that in order for my business to run, I have these set of things that I need to be doing. And what I've had a lot of success with, as well as others that I'm around and people that mentor me as well, is to go and look at your workflows, your standard operating procedures, and try to leverage AI against those things.

13:00because the reality of what I've learned in this process is to be able to take a thing that I'm already doing and make it way more effective, I've been able to have a lot of breakthrough when it comes to AI for that reason because I'm not trying to create a new thing. I'm trying to enhance what I have already, right? And so we've been able to build like AI agents, you know, that can accelerate execution without losing quality, which is a big thing for me. Like we want to maintain our quality, but because we already have systems in place, workflows, standard operating procedures, we already have a process that dictates what that output ought to be.

13:43So I don't need AI to go and make a output for me because I don't know what that output ought to be. I'm using AI to enhance my capability to create that output. And it changed the game. changed the game for me. Let's talk about underestimation. What's the number one thing that you find entrepreneurs underestimate about digital advertising? Hey, the ugly truth about digital advertising that people don't really talk about, but the name of the game is optimization. And the reality is this, right? Nobody wants, like, it's not sexy, right? Because optimization is a constant iteration over a long period of time, right?

14:28It's basically doing, you know, the same thing, you know, slightly different because you're testing, you're trying this, and you're trying. And so every time you do something and you learn something, whether it's good or bad, that's the process. The things that you do good, you want to keep doing those. The things that you bet, you want to stop doing those. But what happens over time is that you start learning so many things good that you're doing. Yeah, you probably have a lot of failures early, but once you start building real momentum around, finding a little winners out of all of the failures that you're having.

15:11And what people, a lot of times, they just, it's not a sexy thing. But that's really the thing. And I think people underestimate that because when you scroll in social media or, you know, wherever you engaging with people that everybody makes it sound so easy. Everybody got, you know, some shortcut or whatever the case may be. And while some of those things may be true at the end of the day, the name of the game is optimization. You know, it's a it's a daily constant overtime tweaking to actually have success. That's really what it takes. And people don't talk about it. Or some people, they don't want to hear it because they just want to be caught up in the shortcuts.

15:54Okay, cool. But that's the game at the end of the day. That's what the real game is about. It's called optimization. That's how you do it. Tommy, we talked about first steps. We talked about mistakes, your 4C framework, about AI, about underestimating, specifically optimization. If Fire Nation's really digging your content and they want to learn more, they want to connect with you, what is your call to action for Fire Nation today? My call to action simply would just be, you know, look me up. You know, Tommy Traffic, my name Tommy with an I-E-T-O-M-M-I-E, Tommy Traffic. I'm Tommy at Tommy Traffic, everything.

16:31I also have a Video Ads Academy, which is more of a video advertising focused program that may or may not make sense for everyone. but that is where I'm putting a lot of energy when it comes to like a program if you will but outside of that you know at Tommy Traffic that's my primary name and focus and my goal is to you know educate and inform people try to point them in the right direction even if I'm not the right guy for them I take a lot of pride in saying hey I think you ought to go you know this direction or that direction because I just think a lot of that is lost because everybody's got an agenda and trying to sell you something.

17:15I only want to take your money if I truly believe I can help you. So that's kind of who I am and what I got. That would be my call to end. Listen, Tommy only wants to take your money if he can make you money, Fire Nation. That's the reality. So Fire Nation knows this, Tommy. They're the average of the five people they spend the most time with. And they've been hanging out with us, TP and JLD today. So keep up the heat, Fire Nation. For links to everything we talked about, visit eofire.com. Type Tommy, that's T-O-M-M-I-E. And the search bar and the show notes page will pop right up. And Tommy, thank you for sharing your truth, your knowledge, your value with Fire Nation.

17:51For that, we salute your brother and we'll catch you on the flip side. Thank you, guys. Go Fire Nation. Hey, Fire Nation, a huge thank you to our sponsors and Tommy for sponsoring today's episode. And Fire Nation, what can 4 ,000 of the world's most successful entrepreneurs teach you? How about how to achieve financial freedom and fulfillment? My first traditionally published book, The Common Path to Uncommon Success, is a revolutionary 17-step roadmap that will lead you to the lifestyle you've been dreaming about. This book took me 10 years of accumulating the genius of the world's top entrepreneurs, and you can get it all in one place when you visit UncommonSuccessBook.com.

18:29I'll catch you there or on the flip side. Is this your year to grow a successful business? Attend the world's highest-rated business growth workshop taught personally by Clay Clark and now featuring Rich Dad Poor Dad author Robert Kiyosaki and Eric Trump at thrivetimeshow.com slash EO fire. Again, request life changing tickets today at thrivetimeshow.com slash EO fire. Fire Nation, you have a book inside you and it's time to share your message with the world. That's why I created author 100, a 100 day program where I will personally guide you one-on-one to create, write, publish, and market your book.

19:10If you want daily guidance and mentorship from me, JLD, then head over to author100.com to sign up for a free call with me to chat about the details.