Rudy Mawer: The Ultimate Direct Response Playbook for Scaling Multi-Million-Dollar Brands | Marketing | E318

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24:17When it comes to social media, would you consider actual social posts if there's like DM retargeting or many chat automations? Do you consider that direct response as well? Yeah, I think you're definitely getting into that. And what's kind of weird and interesting, I'm glad you had this question because I wanted to bring this up, is in the last five years, there's been this merger, right? So five, 10 years ago, all I did was direct response because that's how I learned all of this stuff. And I just ran ads and funnels and you didn't even really need a brand. But I really notice about, you know, in my journey between five, 10 years ago, the power of the brand.

24:49I saw it, my own fitness brand. I saw it with the influencers I was working with. And that's why consciously about four or five years ago, I've really made an intention. I've spent millions of dollars building my brand because I saw the writing on the wall and I saw the future is going to be powerful personal brands that also understand marketing. And if you look at any of the biggest brands in the world, the ones that are crushing it, especially the influencers, they understand both sides. They understand how to build a brand, how to build an audience, how to go viral, and then how to monetize it.

25:23So for me, I've been heavily focused on the brand aspect and building organic brands. So LinkedIn is one of my main platforms. And I have a course. And my agency is just inbound leads from my brand. I don't ever have to do ads or anything like that. But for my course, at a certain point, we're like, okay, let's test paid ads. So we hired an agency. We spent$30 ,000. I sell out my course just organically. But we were like, oh, let's just double the amount of people in the class and just do paid ads. Totally flopped. Did not work at all. And I think the reason why is because on social media, people are so bought into me before they even think about buying the course.

26:06They see my stuff. They attended my webinars. I give them so much value. And when they're seeing me on Facebook, they have no idea who I am. Even if they go attend a webinar, it's still not enough to convert them. So it totally tanked for us. So talk to me about what I did wrong. It's so common. And it took me a few years to really understand this in my agency and see the difference. So I now tell people straight up, and you're like an amazing case study. If I had this conversation with you, I would say, hey, when you go into cold traffic, you've got to realize it's like starting a second business.

26:39So you can't take everything that's working now, all your funnels and everything and copy it over and run ads to it and assume it's going to work. I wish that was the case. It would be easy if it was. Sadly, it's not because, and you already answered the question as to why, because people don't know, like, and trust you. And that's the amazing thing. If you can pull off growing an actual, genuine, organic, personal brand and tribe, the life in business and marketing becomes way easier because you can throw up, you know, what I'll call a half-baked landing page, a mini landing page, a bit of a headline, a bit of a sub headline, a few bullets, a quick selfie video, and you'll get thousands of people by because they love you.

27:18But then if you go and run that to Facebook as it just doesn't work, right? Again, everyone asks, well, which is better, Rudy? It's like, look, if you can build a brand and tribe and community for sure, go do that. But realize that takes a lot of time, right? And you're also an exception, right? Whether you know it or not, you know, there's a lot of people that want to launch a podcast, they don't become you, right? So it's really hard to become the next Mr. Beast, right? It's really hard to become a five,$10 million business organically, and it takes a lot of time. And that's why I like ads, because I think a lot of people, A, they don't have the personality for organic social.

27:54When I meet them, I'm like, you're not going to film a video every day for the next three years and pull this off. But you could have a really great landing page and some influences and you have an amazing supplement or whatever product and that could crush it for you. So part of it's knowing your personality, part of it's knowing your goals and paths. And like most things in life, you can start with exercise and lose a bunch of weight. And eventually you're going to say, well, I need to now really refine my diet to get even healthier and fitter and get my six pack. And you might start with diet and say, okay, I lost a bunch of weight, but now I'm skinny and I really need to do some strength training to look better.

28:29So I'm going to add that in. And it's kind of the same for you. You went, say, the diet route and you go, OK, well, now to get to that next level, I should add exercise too. I went the exercise route and then I go, OK, well, to go to that next level, I got to add the diet part in. And there's no right or wrong. It's just two different paths that join eventually when you get to a certain level. So if I did want to try paid ads again, how should I do it differently? What should I think about? Easy way to understand paid ads and direct response is I always teach people people are selfish. And if you don't tell them the benefit or the outcome in a couple of seconds, they're not going to listen.

29:04And that's very different to if they're a loyal fan, because they'll listen to you for an hour talk about your favorite color or your favorite restaurant, right? Because they love you. So you've got to treat it like they have no clue who you are, and they only care about themselves. So let's run through it. Tell me the outcome of this course that you were trying to sell? So basically, I was driving people to a webinar that I usually drive my organic following to where I teach them a little bit and then I have some promo and sell a masterclass. And what does the masterclass teach? It's a two-day LinkedIn workshop.

29:38Okay. If they go through that, how's that going to change their life? I 10x their social media visibility and leads on LinkedIn. Great. So I would run everything reversed engineered from the final part, right? So I would go in this webinar, you're going to learn how to 10x your social media and lead flow for your own business through LinkedIn and other social media platforms. Here's the case study of how I did it. Here's 10 of my clients do it. Here's the three things you're going to learn. Three core principles in this webinar. They attend the webinar, you teach the core principles, and then you go, hey, these are all the core principles.

30:11If you want to go off and learn and implement these like I've done for the last five years, now you know where to start. looking. If you want to just get my system where I've already put all these together and you can just copy and paste it into your own business, click here to buy. It has to start kind of reverse engineer it a little. It has to be very intentional to the outcome. They're already starting the first time they see you knowing, okay, this person is going to teach me how to 10x my lead gen through LinkedIn. And then you're teaching through it and then it's linked to the offer. So that's part of it.

30:41And then you also just have to understand economically from a data standpoint, everything's going to be watered down. So if you're getting 50 % of people showing up from warm traffic, you're only going to get 10%, 20 % show up from cold traffic. If your webinar was closing at 10%, it's going to close at 4 % to cold traffic. Doesn't mean it doesn't work. And it doesn't mean it's bad because yes, the conversion rate's lower, but you can now reach 6 billion people versus even if you're the rock, you can't reach the entire world, right? Organically, but with paid ads, you pretty much can. So there's more watered down, but your ability to reach people at 10x, so it kind of evens itself out.

31:21And what do you feel like is the best way to warm people up when they see your paid ads? So I had the strategy of bringing people to a webinar. And to your point, I did get conversions, but everything was just watered down. People attended less. We even retargeted them on email because we had their email to try to keep warming them up before the session. But like, what's your advice there? Well, just to add to that, we literally have people book sales calls with a celebrity. Then obviously the celebrity is not on, it's our sales team. And a day later, they're like, what is this call about? So you've got to realize people click ads, put their email in, fill in a 12 question application, book a sales call for the next day to work with blah, blah, celebrity.

32:01Get on a call the next day and have no clue who it is or what they did, right? you've got to realize cold traffic is just a different game. But it doesn't mean you won't find loyal people in it. Like I built 60 ,000 people in my Facebook community, which were all buyers in my fitness brand, when I started through paid ads, and they traveled the world to come to my events, and they became loyal fans that loved me just like you have them. But it's more of a diamond in a rough scenario. And it's a bit more of a volume game. So yeah, you've just got to understand that you're going to get a lot less people.

32:34And to answer the question about warming them up, there's two parts of that. Part number one is I always teach make an offer in a funnel and a sales process so good that they just want to buy anyway, even if they aren't warmed up, because the best way to warm someone up is they hand their credit card to you and now they pay attention, right? Because part of it is to trade for attention, not money. So if you can get them to become a buyer of some sort, now they're going to pay attention and actually give you an opportunity to warm them up, right? The other way to do it is, and this is where it blends organic together is really growing your organic, focusing on virality, focusing on content, running some ad spend behind it.

33:13You take one video that got 100 ,000 organic views. Well, now let's boost that at$10 a day, take it to a million views and then target those 900 ,000 people that just watched that video. And you can set it to, hey, people that watched 75 % of that video. So now you've got 200 ,000 people that watched 75 % of the video and now send them to the webinar, right? Will they still be cold? Yeah. But will they be a little warmer than before? Absolutely. These strategies are so good. And one thing that you just opened my eyes to is that my masterclass is expensive, right? It's almost$2 ,000. So my organic leads were willing to spend the$2 ,000 after a webinar, but maybe for cold traffic, it needs to be like a$200 course, a 197 course?

33:57Most of our stuff, we actually start at under$100. There's a big important psychology lesson here. Under$100, psychologically, most people don't need multiple decision-making processes. They don't need to review it multiple times. As soon as you go over$100, and especially over$500 or$1 ,000, there needs to be multiple touch points and multiple conscious decision-making processes involved. Great way I explain this is, you know, when you're lining up at CVS, Walgreens grocery store to pay, have you ever saw on the side of the aisle where you're in the line where they say you can buy a TV here for a thousand and then the other side, it's like, you can buy a jet ski for 12 ,000 and then you can buy, you know, a new couch for 2000.

34:41No, you never see that. Why? Because it's too expensive to be spontaneous, right? But that's what a lot of people are doing in their ads when they sell to cold traffic. They're saying, hey, buy this$12 ,000 jet ski. It's like, I came here, I'm bored at work looking at my friend's photos. I'm not ready to buy a jet ski. I try and start them low, get them in the ecosystem. And another easy analogy is you're going to date before marriage, right? When there are one following, you can say, hey, you want to come on a week's vacation with me? If you went up to a stranger in the street or on a dating app and the first message was, hey, you want to come on a week's vacation, they're going to be like, who the hell is this, right?

35:17So you've got to date a little, and then you can elevate that process as a relationship builds. Same psychology with dating, same psychology with the user journey. I want to stick on this for a bit because I think it's really important. The importance of understanding that you need multiple products and you need to upsell along the way. So give us an example of how you've done this in your business. I call this the essential model. I think most businesses need this. And most businesses that are successful, they have what's called a high lifetime value. So they have multiple products to elevate people through, right?

35:52And obviously the exception again is maybe billion dollar brands. Louis Vuitton doesn't sell something cheap, but most people that buy a Louis Vuitton bag don't walk around the shopping mall, have zero clue what that brand is and just go, oh, I'm going to buy a $1 ,500 handbag. They've wanted a Louis Vuitton for three years because their favorite celebrities, influencer and older sister all had Louis Vuitton back. So again, you got to realize the psychology is different. For most of us that aren't Louis Vuitton or anything like that, we need these multiple touch points. We need free content. We need opt-in based content where people just give their email address or phone number.

36:28You want generally some sort of a lower ticket content, which is the first day you're getting them in the restaurant. And then you need some content where they can start dating you, maybe move into the house, which is what we call middle tier content. And then you want your high ticket content, which is when they're going to get married to you and have kids, right? So if you imagine it just like that, easy way to understand it, right? The first date is the first message on a dating app or whatever. I saw 60 % of people that meet these days are through dating apps now, kind of crazy. But that first date is that first touch point.

37:00And then you just take people through this journey. I've been marrying everybody, apparently. I need such dating people. The nice thing is you built a big brand where so many people want to get married to you. But now you've said, I want even more people to get married to. And now you've got to start over again over here and you just got to warm them up a little bit first. Now, in terms of the ads themselves, what are your best tips in terms of getting more leads, more conversions with psychology, copywriting, your images, your videos, things like that? Let me just add one more thing to help people there.

37:34A lot of people say, well, Rudy, I only have this$2 ,000 product. I don't want to make all these things. It's like, whoa, whoa, whoa, slow down. You already have everything you need to go backwards. You take the$2 ,000 product. Imagine one part of it is this little thing that does this little problem. You just take that one thing out of it and drop it earlier in the system, right? So if we use LinkedIn as an example, maybe your$2 ,000 course helps them 10x, blah, blah, blah. And maybe one of the 20 modules teaches them how to build the perfect profile. Well, that becomes a$19 course by itself.

38:06It's one of the 20 things in the$2 ,000 thing. You've already got the video. You've already got the Loom video talking through the profile. You've got this profile template worksheet. Take those three things,$19 product. You don't need 300 pages. In fact, nowadays people want less content and a clear outcome. And now, voila, you've already created the start of your ecosystem. system. So it's very easy to do. And even if you're like a software company, you're like, really, my software is$2 ,000 a year. I can't split it out. Give people a free trial. Give people access to one piece of the software that does one small thing.

38:41So then how do you get them to then move to the next level? Like, what are the tactics to get them to then move to the next product, the next product, the next product? How do you get someone on a second date? Follow up with them. You have to ask, right? And you have to ask sometimes many, many times, especially if they're in high demand, which a customer is. The customer sees 1 ,000 ads a day and 300 emails a day. So you've got to ask, right? Yeah, you want to build a system, okay? So let's imagine someone downloads a free program or let's use this LinkedIn example. They pay$19 for this perfect profile system that you've developed.

39:16Great. They've got their perfect profile, but now they're kind of left hanging. You took them on the first date and they're like, now what? They got their profile, but they don't know how to get leads, how to post content. So then you follow up, you say, hey, I hope your profile's going well. Now the next step you're probably asking yourself is how do you turn this into actually getting leads, growing your following and reaching more people through viral content? Well, we have a great one hour presentation that's going to take you through those three pillars that will help you 10x your social media lead gen through our LinkedIn system.

39:45Register here. They now register for the one hour and they watch it. And now maybe because they already liked you, they saw how great this profile training was now this one hour, they're a little warmer to buy. So you want to develop all these touch points. It could, and I'm not saying there's only one way, there's hundreds of ways. You want to text them, you want to have a sales rep call them, you want to send them to an hour's webinar, you want to send them to a 10 minute summary video of the webinar, because half the people will never have an hour to watch it, especially the most successful people, which are probably your avatar.

40:16They definitely don't. I'm never watching an hour's webinar, but I might watch a five minute summary video and then say, okay, this looks good. I'll have one of my team book a call here and see what it's all about. So you want all these different touch points to follow up with and to ascend them into that next stage. So good. Okay. Back to the question that I was saying, how can we increase our conversions? What are some hacks, tactics that you use? First rule of ads that I love to teach, and it's changed a lot since I used to be in the ad manager all the time myself. 99 % of ads now is nothing to do with the ad manager.

40:50Okay. 99 % of success with ads is the creative, the hook, and again, the offer and also the link to your branding. And here's why it's very simple when you understand it this way. If you're Mark Zuckerberg and your goal of Facebook and Instagram is you make money from ads. That's how that whole platform works, right? That's why it's free for everyone. And you say, how do we make it where everyone can run ads because his problem six years ago is ads were too complicated and everyone had to hire an agency. So he had a broken business model because his business model depended on agencies doing their job and getting clients.

41:26So he goes, how do I make it so simple that Bob the Builder doesn't need to hire an agency? Bob the Builder can open up his phone, click boost post and start getting leads for his building service. So they've made it now that the AI is so good and the setup is so easy that pretty much anyone can run ads. The difference between a successful ad and a non-successful ad is everything else. It's how good is the creative? How good is the video? How good is the first five seconds? How good is the headline? Do you know your avatar and your targeting the right people? Do they go to a landing page that actually does everything we just talked about?

41:59And is it an appropriate landing page? Not trying to sell a$12 ,000 jet ski. Is it selling come and ride a jet ski for free, free trial on a lake or something like that? an event, right? Something that's easier to get into. So I know that answer's a bit out the box. It's not actually about the ad, but that's a big mindset shift that everyone needs. If you go create this viral video, Mr. B style, and go make 10 variations, because not every single one's going to work, and upload them in the ad manager, you're probably going to have more success than hiring 20 different agencies to set up your ads with a crappy image that doesn't do much.

42:35So I think one of the mistakes that I made also with paid ads is that I didn't start internally first, right? I hired this consultant agency and I wasn't that involved. So what advice do you have for entrepreneurs in terms of like their first campaign, paid ads campaign, how involved should they be or should they not be? Look, I've had an agency for many years. I think agencies can be great, but the problem with the agency model in general is a couple of things, You know your avatar, you know your copy best, you know your creatives best. Second problem is there is a big timeline between starting cold traffic, your journey into cold traffic or advertising and finding success.

43:16And what I've noticed, the problem with agencies is and customers, right? And this is no one's fault. This is just life in general, is that timeline to find success is probably like three to six months if you've got a really good agency, good offer and good brand. and it's probably 12 months if you have an average offer product and brand, which most people have less than average or an average. If you're starting out, that's just the truth, right? Me and you, I'd say we have a great brand, but it would still take us three to six months to find success. And if you're paying five, 10 grand a month for an agency plus ad spend, you're probably not going to sit through six months of losing and failing and not finding winners to even get to the part of success that it takes.

43:59I launch a celebrity brand and I tell them, hey, if we crack the code in three months, it's great. When I bring on clients in our coaching programs, I tell them, hey, in six months, if we crack the code, that's great because the first half of the year, it's building the funnels, the offers, the landing pages, all those steps. It's split testing it. It's starting to try ads. It's finding the winners. So when you're looking for an agency, you want one that A, understands the whole ecosystem, everything I talked about, not just the ads. If they only look at the ads and they don't talk about your landing page and your offer and your creatives probably not going to work unless you're a genius on all that stuff.

44:36And the second thing is expectations going into it, knowing that it's going to take six months to even find success and investing in that, right? If you launch a podcast or you launch a YouTube channel, you don't expect to be Mr. Beast next week. But for some reason, sadly, with ads and probably everyone sees ads and sees it as successful, you got to realize it's six, 12 months to get there. And it's like looking at an NBA basketball player saying, how are you so good? It's 20 years of playing before you see them on the court. So I think it's timeline, it's expectations, and it's finding an agency, a media buyer that understands everything, not just the ads.

45:12This was like a masterclass in direct response. Last question on direct response, and then I want to get into some general entrepreneurship questions. What about the metrics? Are there any certain benchmarks we should be looking at, certain metrics we should be calculating when we're doing this? We track everything. We have like a 12-page dashboard. We have a 30-minute call every day in the morning at 9 a.m. Eastern. My whole team going through every stat for every celebrity and for my own brand. The metrics leave clues, right? It's kind of like blood work for the body. If you're sick and tired and you don't know why, you get blood work and you find you have a deficiency or a disease or a parasite or something.

45:48I would say I'm like a world-class doctor, right? Maybe after 15 years, I can look at someone even without blood work and say, oh, well, because I've seen 20 ,000 people like you, I think you've probably got this or this, but let's get blood work to just verify it. If you're not and you don't have that experience, then all you have is the data to make decisions. So when you're running ads to sell a product or a program, one thing that's important is your cost per click. It's going to vary between industry and country that you're advertising in. But generally, you want like a two to five dollar cost per click if you're advertising in America to sell a product.

46:24Now that's if you're selling a product. If you're doing it to boost the post, it's going to be way cheaper. Next is your click-through rate. So that's how many people actually click it out of 100. If you're selling a product or a service, again, generally you want this at around 1%. If you're getting people to download a free book or attend a webinar, that can maybe be 3%, 4%, 5%. And then finally is the landing page conversion rate, right? So how many people view the page and actually buy the product. Generally, three to five percent is a great rule of thumb for cold traffic. People that don't know you, warm traffic is maybe 10 percent.

46:59It's all going to vary depending on the price. How many people buy Lamborghinis? Well, a lot less buy them, but the ticket price is 10 times more than a Toyota. So you've also got to understand how that's going to change from a basic level depending on price and volume. And the LTV and all of this matters a lot as well, right? Yeah, lifetime value, easy way to understand that is I say, who here has an iPhone? Okay, well, most of you have an iPhone. How much are you going to spend on Apple in your lifetime? Pause, think about a number for a second. 10, 20, 50,$100 ,000. Apple doesn't make money on the first$1 ,000 sale.

47:35It makes money for the next 30 years, right? All the biggest and best brands in the world do that. And I even challenge people on stage, I say, name me$1 billion company that only ever sells to you one time. And I've never had anyone. Someone told me one time, yacht companies. And I said, look, if you ever owned a boat, it breaks all the time. So you're going to be paying that company for new parts and repairs. And every few years, you're going to buy a bigger yacht because your best friend got one bigger than you. So you're going to be upgrading that yacht. You're going to be buying more than once.

48:05I don't know one billion dollar brand that only sells one time to someone. I love that so much. This was so, so valuable. Where can people learn more about direct response specifically from you? We have tons of free courses, programs, social media, Instagram. Again, start on social media, take some of the free content. Then we have a lot of options where we don't make much money from it, all of these$20,$50,$100 products. And again, that goal, and this is very transparent, the goal there is to show you the value, show you what we're on about, give you some quick wins, and then hopefully progress you into our world.

48:39But yeah, I would just start, you know, on social media, get some free content, see if you like the red or not. You might get sick of the red too quickly. But yeah, and look, there's lots of great podcasts out there. There's lots of great other books out there on marketing. So the good thing about the world we live in today is the information is out there. You've just got to learn how to digest it and then action it. We'll be right back after a quick break from our sponsors.

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53:00so moving on to entrepreneurship me and you have something in common we're marketers turned CEOs entrepreneurs what has been some of your biggest challenges going from marketer to now scaling all these businesses if you ask anyone that's grown big companies it's the people right it's always the people I was lucky to become the CEO of a company with 300 employees for about a year. And then I grew my own company to about a peak last year, about 110 people, which is amazing and horrible at the same time. But look, once you get beyond 10 or 20 people or staff, it moves from you doing everything to you doing virtually nothing and just controlling the system, right?

53:44You're controlling the people, you're checking in on the people, and you're building the systems and frameworks for success. And if you're someone like me and you, you're also having to still be the face of the brand, right? You're the one flying to the events. You know, I landed at 2 a.m. last night from Los Angeles, right? And I'm back on the morning call at 9 a.m. giving my updates. So yeah, I think it's juggling the people and the systems and the frameworks while still being the front-facing person and growing the brand. And what are some of the daily habits that you have that help you stay focused, productive, motivated?

54:17I train every day. Right now, I'm actually training a lot because I'm training for Ironman. So I'm training twice a day. I came from an exercise background. I've parked from a couple of years gap. I've exercised my whole life. And that's a great one. I always start my day with sunshine, hence why I live in Miami. But I do think there's a big benefit to waking up naturally, getting a good night's sleep, and then starting your day with natural light. And there's a lot of science behind that too. I personally, and not everyone has to do this, but I personally, I fast as well. I have great energy when I fast and just have caffeine in the day.

54:50so that's like my personal side on the business side i'm very organized so i do all my calls between 8 and 12 and i have four hours of calls which is a lot but that's literally how i run my entire business and check in with all my departments and you got to remember i have a big main company that does about 10 million a year and then i have like six companies with celebrities that are full companies i'm running so i know that sounds like a lot but we're actually doing a lot more than just one company and all those meetings are organized structured every project is broken down, every KPI. So that's how I run the meeting side.

55:25And then I just delegate as much as I can. I don't check my own emails. I have a Slack channel for it and I have an assistant put anything important in there. I have my managers responsible for key areas every Wednesday, actually just before filming this, I have an hours KPI call where I have my 10 department heads come on, they all get six minutes each and they all share the key KPIs that we've built within that department. So I know all my finances and all the celebrity finances and where all the money went that week. I see my sales teams and all their KPIs and close rate and revenue per call.

56:01I see ad spend for every celebrity in my own brand. I see total sales. I see customer service and inbox open rate and reply time per staff member and how many emails per staff member. and I see social media, how many shares every post got and views every post got. Everything is broken down in that one and a half hours that I do on a Wednesday. So I've built these systems to run things really efficiently and manage everything. Amazing, no wonder that you're doing so well. So my last question to you before we close this out is just general advice, especially for my male listeners. I actually am pretty unique where most of my listeners are male and they're in their 30s.

56:42That's why so many people want to marry you, right? Yeah, I guess so. I guess so. I mean, I have all these female podcast influencers. All they're following is like 99 % women. And somehow I'm mostly male listeners. What's your advice to them? Because a lot of young males are actually struggling. You are an anomaly. There's not that many young males like you. There's more women who are doing really cool stuff lately. And there's, of course, men who are crushing it. But what do you have to say to the men out there who are trying to find their feet right now? Well, I'll start by just, and you ended that sentence when I talked about all my KPIs and meetings and say, that's why you crush it.

57:21And I want to be very transparent. I always am. Yes, on paper, financially, business, I do very well. But guys, I get punched in the face every day. And the bigger you get, the worse it is. I got two employees stealing from me that I'm having to sue right now. I've had employees trying to destroy a business. I have people trying to sue you for random things that you had nothing to do with. You have a processor shut down because one of our celebrity brands changed bank accounts and it froze$400 ,000 of my own money. Yes, I love my life. My businesses are amazing. But entrepreneurs get punched in the face every day.

57:57I think a mutual friend, Dave Meltzer, a good friend of mine, he said that the other day when I was chatting with him and actually having him on my podcast. And it's so true. I think especially if you're trying to do big things. Look, if you want a nice lifestyle, I think the nicest lifestyles make 30, 40, 50 grand a month, one or two VAs. If I ever wanted to retire, that's all I would do. When you go to my level, you get to 100 employees. You make less money than when I had 10 employees. You have 10 times more stress, but I'm one of the few crazy ones that wants to win the gold medal, right? So it's like risk reward.

58:31So I think just understand, like, if you're listening to this, you see all these people on social media. And I even know a lot of the celebrities, right, that I work with. There's always someone's trying to sue them for something stupid. It's just like, it's never ending. Life's never easy, I don't think. And the more extraordinary you try and be in life and the more greatness or out the box you try and achieve, the harder life can become. But I think having a purpose and a passion and a reason for doing all that gets you through it. and then I think also just managing your mind and brain I'm very good at like I don't get stressed I understand that stuff's happening because I used to game as a kid and so I see everything like a big challenge is like the final boss on the end of a computer game level that you have to kill and then you get to go to the next level of the computer game so a lot of it is your perception of reality and how you handle these things so if you're listening to this understand you're probably going through a bunch of shit.

59:26Everyone else is. It's never going to end. That's called life. But how you perceive it, handle it and move through it is going to dictate your success in life. And then understand that I really do think most people can achieve pretty much anything they want in life within reason. But they have to believe in themselves and they have to work hard and they have to hustle and grind and never give up. It's hard work. If you want to do big things, it's going to be lots of work. It means you got to work a lot of hours. You got to wake up early. You got to be disciplined and become an expert in what you want to do.

59:56So, Rudy, this was such an awesome conversation. I feel like you dropped so much value. I end my show with two questions that I ask all my guests. What is one actionable thing our young and profiters can do today to become more profitable tomorrow? I actually think the good one is go work under someone that's ultra successful. If you go in town for six months or work under a study or even buy their courses and stuff, You can take so much knowledge from someone that spent 20 years doing this that in six months, you'll be like 10 times smarter and then you can go learn and implement that, make a bunch of money.

1:00:30That's how I've always become successful. Whatever I'm trying to master, I go like learn from someone, whether I have to pay them or back when I was younger, I would just go work for them for free or whatever just to be around them. So that would be probably, I think, one of the greatest hacks in life for advancing. And what would you say your secret to profiting in life is? Well, profiting in life, for me, it's always reflection and trying to be the best version of myself. So I break life down into five buckets, right? So I have business and money. I have my health, right? I have hobbies, I have family, and then I have friendship and my peers.

1:01:08I'm yet to get to a point, I always say this, where I've mastered all five. Generally, I'm very good at getting like three really good, and then two of them start to drop. And it's like learning to juggle. So I'm always reflecting on those five buckets. And, you know, like right now, my health and training for this Ironman is one of the best it's ever been. But then one side slips and I'm like, OK, so now I got to like figure this out, fix this and get this going again. So, yeah, for me, it's for profiting overall in life. It's trying to juggle what I think your core needs are as a human being.

1:01:38And for me, it's those five for you. It might be something different or you might lose one of those buckets and add one. But yeah, I think that's a good framework to use. Yeah, I love the analogy of juggling. It's so true. It's really hard to manage it all, but you just try to do your best. So Rudy, where can everybody learn more about you and everything that you do? Because I spent 10 years growing my brand, I'm easy to Google and I always teach people. So one last tip as I leave you today, Google yourself because that's what your customer's doing and check your own socials because that's what they're doing before they buy.

1:02:09But Google me, Rudy Moore. I have an Amazon TV show on Amazon Prime called 60 Day Hustle, Instagram, Rudy Moore Life, podcast, Living the Red Life. so you'll be able to find me. Just look for the red. Amazing. Rudy, thanks so much. It's always a pleasure.

1:02:27Hey guys, I think what really stood out to me in this interview, besides just Rudy's red attire, is how good he is at standing out from the crowd. He's mastered the art of being memorable and sometimes that is half the battle in the branding game. Wearing red all the time and having your entire staff wear red, it may seem like a gimmick, but it gets people's attention. And standing out for whatever reason makes a difference, especially when you're playing in a very crowded market. So always be thinking about what we can do in order to be remembered. Is it a color, a slogan, dancing in TikTok videos?

1:03:05If you were a WWE wrestler or personality, what would your trademark be? Like Rudy said, the critical question is, what do people know you for? What do they come to you for? What are you an expert in? What do you rule as a category king or queen or princess in my case? Rudy also has some advice for paid ads, which I personally have struggled to master in the past. They are difficult. And when you go into cold traffic, he said, you're essentially starting a second business and it just takes time. However successful you've been in other funnels, so for example, my success organically, when it comes to paid ads, it's a whole new ball game.

1:03:47But remember that people are selfish and you have to tell them upfront and in a few seconds how they will benefit from what you're offering. How is it gonna change their life? Start from there and then work backwards. And once you get that first date, then ask them for a second one. And if you need to, keep asking them. As in dating and other areas of life, it's awfully hard to say yes if you're never asked. Thanks for listening to this episode of Young and Profiting. I'm going to ask you something right now. and if you listened, learned, and profited from this conversation with the brilliant and very red Rudy Moore, please share this episode with somebody.

1:04:23Who doesn't want free marketing and branding advice from one of the best in the business? And if you did enjoy this show and you learned something, then drop us a five-star review on Apple Podcasts. What did you learn? Did you love it? Did you like it? Do you listen to Yap every day? Let me know in your review on Apple, Spotify, wherever you listen to your podcasts. And if you prefer to watch your podcast as videos, You can find us on YouTube. I'm doing a lot more in-person video content. So the channel is getting more and more engaging. You can also find me on Instagram or LinkedIn by searching my name.

1:04:56It's Halataha. And I did want to shout out my amazing production team. You guys are awesome. Thank you for all that you do. This is your host, Halataha, aka the Podcast Princess, signing off.

1:05:16Here we go! How many days are anições to decide This year is an hour cycle This year is about 20 Сейчас And last year Thank you.