Marketing Expert Perry Belcher: How You Can Scale your Marketing and Create a $1B Business | The Big Success Podcast

0:00You never know if the toe you step on today is going to be connected to the ass you have to kiss tomorrow. That's solid advice. When Perry Belcher talks success, he means big success. Scaling marketing. There's no greater mind in the world on marketing than Perry Belcher. What are the secrets or keys to scaling marketing today? I think it's the easiest part because it's a zero-sum game. Either you have an offer that works, you have an offer that doesn't. The simplicity of how he helps you and me understand how to succeed at marketing will blow your socks off. Perry Belcher is the man, and he's going to teach you and me more about success.

0:36All right, Perry. What's your definition of success? Being able to do whatever the hell I want to do whenever the hell I want to do it. How did I know that? That's it. You know, that's really it. At this point in life, I don't have monetary goals anymore. I don't have any of those things. I got enough money now. I just want to be able to do what I want to do when I want to do it. You know, it's pretty basic and not very exciting. I heard someone else add to that with the people I want to. Yeah. as well because sometimes you know success is about not having to be around the wrong people yeah and i find and actually i found as i get a little older right i get a little gray in my hair i'm not as much as you yes a little bit i'm dismissing but as i get a little gray in my hair i realize that most of the things i really want don't cost that much money anyway you know the the money is more of a security blanket you know in case of emergencies break the glass but i mean i you see lately i'm baking bread and i'm gardening and i'm you know making cheese at home I know, you sent me a$2 ,000 price point for a piece of Perry bread.

1:35So let's go back then. Young Perry. Yeah. What was Young Perry's definition of success? And before you sold the businesses and that made all the money, what was success along the way and how did it progress? Man, Young Perry's a freak. I grew up in a housing project. Yeah. My whole family, I think I was maybe one of the first people in my family to graduate from high school. Yeah. Um, you know, and, and I didn't really graduate from high school right away. I dropped out of high school two weeks before graduation, pissed off at my principal. And then I, I ended up going back and getting a pick, but, um, you know, I just came from very, um, humble beginnings.

2:17And most of the people in my family are still right there doing that same thing. And that what plucked me out of that, I don't know, but I just always had this burning desire in my gut to do something different. And I, I talked to somebody recently and it kind of hit me. They really asked me a pointed question. Hey, just a quick one. When I look in the back end of this, something that's quite surprising to me, I noticed that it says that 82 % of you who watch the channel regularly haven't hit the subscribe button yet. So one favor, click that button. If you've watched this show before and enjoyed it, just please click that button to subscribe, hit the notifications bell, and make sure you're a part of it.

2:57Because as the show gets better, your success gets better. When was the moment that you think that really sunk to you? Yeah. And I told a story. My mom and I were living in this housing project. And one morning, she got up to go to work. She worked in a nursing home as a nurse's aide. Literally, I don't know the French year, the shittiest job. Yeah. And then we'll bleep it out if you want to. But she had changed bedpans for a living. Yeah. I mean, it was an awful job. and just trying to put a roof over her head and feed us. And one morning I'm in bed and she leaves to go out for work. And I hear this scream.

3:34And I'm terrified. And the car was probably, where we parked the car was probably 500 feet from the house. I heard it from my bedroom that far away. And I went out and walked to her. And she was sitting on the curb and she just had her head down in her hands. Someone stole the battery off of her car. And she didn't have the money to buy another battery. And she just lost it for maybe five minutes. And she walked three miles to work that day. And she walked to work every day until the next paycheck where you buy a battery for the car. And I decided that day, I think I was 14 years old, 13 years old.

4:14I was 13. I was actually 13 because I lied to get a job saying I was 14. I got a job that day. I got a job bussing tables at Mr. J's Pancake House that day. And I'll never forget, I got a paycheck about 10 days later for$72 or something. And I went and bought$72 for the groceries and brought them home. And it was the proudest moment probably still today of my whole life. But I think that day, I declared war on poverty. I never really wanted to be rich. I was just damn sure I didn't want to be poor. What is the Perry formula for success now? What are your principles that lead to success? It's changed a lot.

4:58Yeah. It's changed a lot. I started off in retail. Then I went to manufacturing. Then I went online. Then I went into education. I've had three or four seasons of my career. Today is all about finding the right partners. Yeah. For me, it's all about finding the right partners, building a business that has longevity to it, that is definitely exitable. Because all the money that I have today, I didn't earn any of it. It all came as, I spent that money. The money I earned, I know you live a pretty hot lifestyle. The money you earn, you tend to spend it, right? But when you exit, I call it Chinese money.

5:39It's a one-a-rump-a-sum. You get that big lump sum of money and for whatever reason, you feel a responsibility to the money. That sounds crazy to people who haven't had an exit, but you're like, man, if I screw this up, I'm going to feel so stupid. So every single dime I've ever earned from an exit is parked in investments. I've never spent a penny of it. So it just continues to multiply in passive investments. And then I live on my ordinary income and try to continue to put some back. But you tend not to put a lot back. Maybe you do. You know, you're different than me. I mean, you talk about capitalization.

6:24When you exit, it's a capital event. And the key to real wealth is capital events. There's no two ways around that. Taxation tells you the other way at a minimum. When you're earning money, it's hard to put some away in most cases because people keep spending up to their earning capacity type thing. If you look at your five top things, though, that you preach and teach for success, take us through those. They're really kind of corny sayings, but they're things I've learned over my life that I kind of rules I live by more than anything else. Number one, just because you can doesn't mean you should.

7:05Two. Yeah, saying no to things is important. Yeah, and if I can get over on you and make an extra thousand dollars, it doesn't mean I should. just because somebody comes to you and go they really want to work with you or whatever and they're willing to pay whatever you can take advantage of people that way if you want but i think it's a bad idea two if we're business partners and we have to split a nickel i want to give you three cents every time um rule three is you never know if the toe you step on today is going to be connected to the ass you have to kiss tomorrow and that one buddy let me tell you that's solid advice yeah you know and uh uh one that i've given a lot of other people uh mark jenny i don't know if you know mark jenny or not he just did a uh interview with uh uh noah kagan i was sitting in bathtub at home i'm listening i realize it's him he says one night my friend perry belcher gave me the best advice i'm like who is that you know and uh mark's worth a great deal of money now i'm sure it's accessible 100 million dollars but um an old guy told me one time he said when you decide what you really want to do with your life go see how many old happy rich people you can find that did that huh and if you can't find very many you probably are to do something else yeah and the last one is you can't put the shit back in the horse so so be sure whatever it is that you do you know or the way you treat people you know you never get a second chance to make a first impression.

8:40Just if I can be in somebody's presence and make really good eye contact with them, and really if it's for 30 seconds, I want to know that I'm clear with them for that 30 seconds. Right? And that I knew they were there and I was in their presence and we worked it out. And those are kind of the five. As silly and basic as those sound, those are kind of the things that drive me overall. and then just really now it's trying to find the very best partners to work with and seeing how many other people i can make wealthy yeah or help to make me yeah i had a guy teach me probably 10 years ago he said brad as you hit 40 and 50 you want to invest in 20 year olds exactly the more 20 year olds because when you're 70 they're in their 50s and they're crushing life and they're paying for your life you got all this knowledge and wisdom and got beat up 9 000 ways to get there Oh, yeah.

9:32But your energy level's crap. You get to be my age, and your energy level certainly depletes, but your wisdom is at an all-time high. So now you've got to find energy to pour that wisdom into. So let's go back to those young people. What are the things that will make them successful? Like what are the traits or what are the skills that they should know so that they can generate success? Humility. Huh, take me more on that. Above and beyond everything else. I think that really the people that are difficult for me right now, there's a bit of a sense of entitlement. Hell yeah. And I already know all that.

10:15And just give me the money and get out of my way, old man. I got this kind of thing. That doesn't work with me. Right? I respect their hard work, but they have to respect my wisdom. You know, I think that humility, curiosity. Gotta want to learn. If they don't read, if they can't tell me the last five books they read that impressed them and what impressed them about that book, I'm out. Not investing. I'm out. I'm out. And you're not for me. So if you look at success, what do you see as the relationship between failure and success? I don't think you learn anything from success I think you learn Mostly From your mistakes However I do have a feeling that People operate You know what a Bollinger band is?

11:08Yeah Yeah So I think people operate on like human Bollinger bands A Bollinger band in the stock market means That the stock price is here And this is the high And this is the low And stocks usually go like this Yeah And people do the same thing, right? So I think that And when they, like if a lottery winner wins a lottery and they stretch the band really high, just like a stock, they usually come down really, really fast. If a billionaire loses all of his money, right, or her money, they usually come back up to wealth really, really fast. The bands are, in my opinion, like rubber bands. I think the thing about experience is once you have accomplished a certain thing, your limiting beliefs of that thing are much less captive of you.

11:57I think people who haven't achieved a million-dollar business can't really conceive of it, or a hundred-million-dollar business, or a billion-dollar business. I can't conceive of a billion-dollar business. Frankly, I can't. I would love to be able to, but I can't conceive of it because I haven't done it. That's the challenge of everything. How do you trick your mind? How do you get your mind to stretch those bands without stretching them too fast so that the band pulls you back down? Because you're always going to come back to the mean, right? If the mean is growing like this, that's fine. And you're going to grow in waves, right?

12:34And that's the way that it is. but I think that when you do it a little more slowly everybody wants to do it really fast but when you do it a little more slowly I think you stretch those bands out and they're a bit weakened and when you fail a lot guess what? it doesn't hurt so bad to try, right? the band has to have a bottom and then it has a top again it's gotta have it and you're not afraid to try again you're on the Big Success Podcast we're gonna be back in a moment and we're gonna talk about marketing with the Perry Belcher. Business empires are where most people create the vast majority of their initial income and wealth.

13:11Through Brad Sugars' Entrepreneurs Event, you will learn how to turn your companies into valuable and sellable assets. Visit bradsugars.com to attend this program as a standalone or as part of Brad Sugars' Entrepreneurial University. Big success podcast. Hopefully you've hit that subscribe button. Perry, marketing. How is it shifting now with the influence of AI and technology and all these things. Yeah, we were talking about AI before this, what we're doing with autonomous bots and things like that. I think people misconceive of AI, right? It's a tool. It's no different than a shovel or a paintbrush.

13:47Just because you have a paintbrush doesn't make you an artist. Because you have a hammer doesn't make you a home builder, right? So it's just a tool to leverage our human ability, right? I think if you ever heard the Steve Jobs quote about the condor. Do you know about that? No. So the condor is the most efficient animal in the world. Kilocalories put out for a result. It's the most efficient. It can fly, it can walk, it can eat almost anything. It's fast, it's furious, it's all those things. Humans are about 19 on that stack of most efficient animals. But if you give a human a bicycle, they by far are the most efficient animal in the world.

14:32So when your technology just makes us more and more efficient, people are afraid of AI. But truthfully, if you understand human behavior really, really, really well, like I do, I'm lucky that way. I've been studying that forever and ever. I understand copy. I understand motivation. I understand persuasion. I understand human behavior. If you understand human behavior really well, and now you can leverage that knowledge with AI, it's game changing. It's world changing because for the first time ever, you can have an army of 10 ,000 robots ready to work for you that cost you 10 cents a day a piece that can specialize in almost anything.

15:14And the technology now is tying those experts together in teams where they literally interact just like humans do. And the more specialized the robot, the better they become at a task, which is really weird to talk about it. But the thing is, they still can't build a big picture, right? They can't build a big picture system. They can't figure out the motivation of a human to do one thing over another. because oftentimes these bots are incredibly logical, right? And as you well know, human behavior is not. It's in most cases, in fact, it's counterintuitive. So if you can take a really good knowledge of human behavior, marketing, I'd study, if I were them, I'd study copywriting.

16:00I'd study alchemy by Rory Sutherland, one of the best books I've ever read in my life. And just really understand what makes the human tick and then learn AI, which believe it or not, it's becoming increasingly easy to learn how to manipulate and work in that world. But most people don't have this human nature piece. That's the part they're missing. So let's focus in on that just for a little bit because really marketing is about getting humans to do something, getting to take action in some way, shape, or form. How is marketing still the same right now? Boy, howdy, I don't think it is. very much at all from what it was literally 10 years ago.

16:43Because we've been berated with it so much in our daily lives. Got it. We used to see commercials. I think I read somewhere, we used to watch 13 minutes of commercials a day. Right. And today, you're probably up to an hour and a half of pitches a day. Yeah. So you've been so berated. I don't know if you've read Oversubscribe by Daniel Priest. Yeah. Fantastic book. But he talks a lot about creating demand where, you know, anytime the market supply and demand are in equilibrium, there's no profit to be made. Not really. You know, but when there's a big desire for a thing and a short supply of it, you know, that's where marketing is today.

17:23And I think people are, they want to discover you and seek you out versus you seeking them out in a way. It's very odd how it's working right now. Tell me more about that because I think that's an important aspect for people to understand. Yeah. Well, it's like, you know, kids right now, and it's a kid. Anybody's a kid to me now. I'm sitting on the wall, right? But kids right now, the more commercialized the musical artists, the more they hate them. Yeah. Right? but when you they hate Taylor Swift or they hate one now Taylor's still doing fine right you don't get me wrong you know um but and I'm still yeah I'm waiting for a call baby you know uh but she's not calling it's weird but but I but they're more interested in going out and finding some indie band they can share with their friends because they discovered that yeah so I think if your wife goes to the mall what she come back and say look at what I bought or look at what I found at the them all so discovery they want to they're on a mission of self-discovery so make yourself available keep yourself top of mind and and give um give value that there's i follow this principle called the 7-11-4 principle and if you ever heard of that or not z-mont from google yeah yeah pretty crazy take us through it yeah so if you can get somebody to spend seven hours uh with you in any way, right, or 11 interactions by text message, phone, or whatever, and four locations, right, basically see my YouTube channel, see my Instagram, whatever, you know where that really came from?

18:55Dating. If you realize a lot of ladies, you know, I always say women need to have a reason to have sex and men just need a place, you know, but if you're, a lot of ladies, you know, they'll have the three date rule. They're not going to sleep with a guy or make out with a guy, be intimate with a guy, whatever your level of intimacy is until they've had three dates. Well, what is that? It's usually about seven hours. It's usually about 11 interactions, you know, and it's usually, you're going to go to four different places. And once that happens, it doesn't mean they're going to sleep with you.

19:30It means they're going to be able to make a clear determination. Yeah. So they're either into you or they're not until that they can make a clear determination. And for me, marketing, the number one biggest sin of marketing is getting out of sequence. There is a sequence to building a relationship, right, in marketing with anyone. And you can accelerate that sequence, but you can't leapfrog it. Tell me more about that. You can't skip steps, right? It's just like the dating thing, right? So you see somebody out and they think you're attracted to you. You get a smile, you look. That's one. That's an eye-to-eye interaction.

20:06And then next, you introduce yourself. And maybe that's a, now you've got a conversational element. Then maybe you shake hands or you exchange contact information. Sound familiar, right? Give me your email address. I'll just subscribe to the podcast. Now it's my Instagram handle. Right? Yeah, it's my Instagram handle. Or whatever. And then, yeah, until she blocks you. 30 minutes later. I'm joking. I don't have that experience as much as you do, Terry. It happens to me all the time. All the time. It's weird. and then you go out to a low risk date. I call that a trip wire. In the marketing space, I want them to make a very small for buy your book.

20:43Raise your hand. Yeah, raise your hand. So I like them to raise their hand with their wallet in it. They buy a little bit of something. I found that a lead that spent$10 is worth 20 times more than a lead you spent zero. But then the next thing, maybe you're going to dinner and then you're meeting the parents. So all those things have to happen in a marketing journey. And the problem with most marketers are, with most marketers, is that they want to have sex on the first date. Yeah. They want to meet the parents before they've had the first date. Yeah, they're rushing it. And you can accelerate those things just like you could accelerate a dating relationship.

21:20You could see each other every day for a week and probably achieve that should you have the time and both people have the time to do it and the ability to do it. And you could probably achieve that level of it. It's been in, let's say, a week, right? Or it could take months, longer. I use a lot of webinars and videos to accelerate the buyer's interaction and knowledge of me and of our companies. What else do you find works really well today? Live events. Right. Live events. You're seeing them come back more and more and more to live events. As you know, I host tons of live events. There's just no way to beat it.

21:56I mean, if you think about it, if you ever come to one of my live, I know you spoke at one of our Mastermind events. If you come to one of our live events, you're going to spend about 20 hours with me. Right. Right. Before the event, we're going to be sending you homework and celebritization stuff. And during the event, you're going to be getting text messages and things like that. And we're going to bring you up on stage and we're going to interact and we're going to have mixers and we're going to shake hands. And the first night, we're going to go to the pub over here for a pre-cocktail mixer.

22:28The second night, we're going to have lunch and breakfast, and we're going to have another mixer thing. And then we're going to have a VIP dinner, and then we're going to go out on a snowmobile adventure or whatever. So they're going to, in that one short period of time, you're going to fulfill the entire 7-Eleven-4 in a very short period of time at a live event. And that's the reason at a live event, it's really easy to sell$20 ,000,$30 ,000,$40 ,000,$50 ,000 things. Which, you know, people will not give you their money until they first give you their time. That's a fact. So if you want to sell a 1995 salad shooter on TV, you can do that in a 60-second or two-minute short-form commercial.

23:07If you want to sell a$300 treadmill, it's going to take you a 30-minute infomercial. It's just the way things are. And if you understand the psychology behind it, the brain enters something called a temporary suspension of belief. And the only time that a person's beliefs can be changed is during kind of that hypnotic time period. It's very cool. If you really understand the mechanics of it, once you do understand those mechanics, you do any damn thing you want in life. It's unfortunate for me, but I can get anybody to do damn near anything. That's within their interest to do. I can't tell you to go jump off a bridge or something, but it's fairly easy to get people to do something that's in their best interest in an accelerated way once you understand those principles.

23:54But it's not hard. It's just you've got to be a little bit patient. And I think today's marketers, if they need anything in the world, it's patience. And hyperbolic copy and things like that, people's bullshit meters just go crazy instantly now because they've heard it all a thousand times. You're better off to say, hey, you'll never make money doing this. What's this? You know, now I got you, right? So you'll never make money. it's impossible to make money doing this. I sent that email out not long ago to get a huge response. So just go counter. If you look at stuff like one of my favorite companies, I think they've done a great job, is Beachbody.

24:36And their Insanity and P90X. Insanity was, you're going to work out so hard, it's going to make you puke. When everybody else was saying, just take this pill and you'll lose 30 pounds in 30 days. In eight minutes a day, you can... Yeah, they go the opposite of that. right they got the opposite of that counter that so it turns the whole proposition on its head because now you're you're not doubting you have zero doubt after watching an insanity commercial that insanity works yeah now the onus is on you are you willing to work are you willing to work so if you flip that offer i think more biz op offers need to be like that if people have business opportunity offers is hey this is going to be a nightmare for you for a year you're going to bust your ass and you're probably gonna make less money you're making right now and it's gonna suck and you're gonna suck your thumb when you go home at night but if you'll stick with it for a year or two you can build a multi-generational business you're on the big success podcast perry's gonna take us through how to scale your marketing and scale your business when we come back perry belcher walks the line between authority and accessibility like few others can he's practically a jedi specializing in the digital sales side of the force he's also a best-selling author with dozens of titles under his belt.

25:49To learn more about Perry Belcher, please visit perrybelcher.com. I went back. Perry, scaling marketing. Let's stop there. Sure. We'll get to scaling a business because you can't scale a business if you can't scale customer acquisition and retention. What are the secrets or keys to scaling marketing today? I think it's the easiest part, weirdly enough, because it's a zero-sum game. either you have an offer that works or you have an offer that doesn't and what I see the biggest mistake people make from a scale perspective is when they've figured out how to offer their product to the marketplace if it doesn't work they're really good at cutting back they're really good at cutting out campaigns that don't work they're really good at scaling back campaigns that don't work the truth is you never scale back a campaign that doesn't work you kill it because it either works or it doesn't What they really suck at is scaling the winners.

26:48We had a company. I just bought part of a company, a drone school. And great business, by the way. Super fun. They teach commercial drone pilots how to make money with drones. Great business. But they came in for their three days. So I do a three-day thing every time I invest in a business. They come to my house for three days, and we just eat it up 12 hours a day for three days. and they leave with their year-long plan, right? But when we got into the thing, they had two funnels that were returning almost a 400 % ROI. But they didn't know their math. So they're coming to me like, we want you to come in and help us because we don't know how to scale.

27:30I'm like, dude, every time you drop a quarter in this slot machine, Vegas reference, a dollar falls out. Drop in more freaking quarters. I mean, that was the whole thing, right? But you got to search around to get, you got to search a lot and test a lot to get that winning offer. And people really discount it when they get one. They really discount it. They take it for granted. And like your X times Y talk, once you've figured out how to do that once for the janitorial business or for the garage floor business or for the pool, but it's fairly easy to translate that and do it again and again and again and again and go to different cities and different locations and different verticals right once you've done that and you've cracked that code you should go out and murder but what happens then that limiting belief creeps in right and you're you're nervous i'd ask them why don't you spend more money on this i don't know you know our budget's been 50 000 a month for a really long time and we just feel uncomfortable when we get past that but they're doing 50 000 a month bringing in 200 Yeah.

28:34And I'm like, how big is the universe? Well, the universe is huge. And how many can you handle? They could be spending 500 grand a month, bringing in 2 million. Math is math, right? Quarters in, dollars out, right? So I think when you go to scale a direct marketing offer anyway, that's certainly one way to do it. But I like really low-dollar lead acquisition, as you know. I like selling something very inexpensive, a ridiculous offer, so I turn somebody into a client. Because the minute someone spends a dollar with you, the relationship completely changes. They're no longer a prospect. They're a client.

29:13And now instead of making sales pitches, you can make recommendations. And as long as you don't make bad recommendations that hurt them, the thing is this overwhelm of advertising is creating a vacuum for trusted influencers. because you're hit with, if you're into, you know, I'm baking bread now, right? So I get 9 ,000 ads a day about bread a day, right? I don't know which one to pick. I won't pick, you know, so I don't pick any of them. But once I fall into like one person I like and they say, oh, well, the best Dutch oven is this one. I'm like, I'm buying that. Or like if you look at the guy, Andrew Uberman, the podcaster that does help.

29:54Fantastic, right? He's selling millions and millions of dollars a month worth of supplements because he's a science-based, trusted nutritional guy who never says this is the greatest thing ever. He says, you know, I looked at these. This is the one I would use if it were me. But I'm not endorsing this company, but that's the one I would use. This is the one I take. You do what you want to do. And it's never like, let me tell you about this fantastic offer I've got for you. Never. And he's doing millions, and all these other guys are out hyping the hell out of what they're doing, doing nothing.