_99_Paul_Getter_v1_80jjq

[00:00:00] Hala Taha: [00:00:00] Hey, young and profiters! Quick announcement before I get into the show. I'm now on Clubhouse and you can find me at Hala Taha. I love this new app and I've been spending a ton of time on there and starting in February every other Tuesday, I'm going to be hosting a live master class with past YAP guests on clubhouse from 4:30 PM to 6:00 PM

eastern time on February 2nd, our kickoff event, John Lee Dumas, David Meltzer, Jason Waller, and Heather Monahan will be joining me to discuss influence and negotiation. And the best part is we'll be taking live questions from the audience. If you want to get in on this event, follow me on clubhouse at Hala Taha and mark your calendars for February 2nd.

I'll put the Clubhouse link in our show notes. You're listening to YAP Young And Profiting podcast, a place where you can listen, learn, and profit. Welcome to the show. I'm your host, Hala [00:01:00] Taha. And on Young And Profiting podcast, we investigate a new topic each week and interview some of the brightest minds in the world.

My goal is to turn their wisdom into actionable advice that you can use in your everyday life. No matter your age, profession, or industry. There's no fluff on this podcast and that's on purpose. I'm here to uncover value from my guests by doing the proper research and asking the right questions. If you're new to the show, we've chatted with the likes of ex FBI agents, real estate moguls, self-made billionaires, CEOs, and best-selling authors. Our subject matter ranges from enhancing productivity, how to gain influence, the art of entrepreneurship, and more. If you're smart and like to continually improve yourself,

hit the subscribe button, because you'll love it here at Young And Profiting podcast. This week on YAP. We're chatting with Paul Getter consultant, social media expert, speaker, and serial entrepreneur. Paul is the founder and [00:02:00] CEO of the Internet Marketing Nurse. In 2009, Paul Getter was broke, struggling, and delivering phone books out of the back of his car to make ends meet. After teaching himself about the power of internet marketing, he created the internet marketing nerds and quickly became one of the most sought after marketing experts in the world.

He has spent over $1 billion running ads and campaigns for his clients and has helped scale numerous businesses into eight figures per year. Paul has worked with famed clients like Ty Lopez, Les Brown, Grant Cardone, Lewis Howes and Tim Storey. And today's episode, we discuss how Paul got his start working with Facebook paid ads.

We'll understand how to capitalize on organic reach and we'll uncover how Paul was able to snag top tier clients. We'll then get into his golden rules of paid advertising. Why personal branding is so important and we'll go over the fundamentals of funnels. Hey [00:03:00] Paul, welcome to Young And Profiting podcasts.

Paul Getter: [00:03:03] Thank you very much, Hala. How did I get on young and profit? I'm like, I'm too old to be on young and profit, but thank you very much for having me here. 

Hala Taha: [00:03:13] Oh, we actually have listeners of all ages and I tend to interview people who are older than me and older than our listeners, because you guys have the wisdom to share.

And so there's no age limit on Young And Profiting podcast. Don't worry about it. 

Paul Getter: [00:03:26] Good. Because I've been on old and profiting podcasts before, but this is first time on young and profiting podcasts. 

Hala Taha: [00:03:32] We're not, 

Of course. And this is not going to be stale like old and profiting podcast is going to be super fresh.

Let's talk about everything marketing. So you are like a paid advertising guru, right? We're both in the marketing world. So we have plenty to talk about, I think we're going to jive really well together. And so you've worked with super high profile guests, Grant Cardone, Ty Lopez, Tim Story, who was just on my show.

Paul Getter: [00:03:56] Really? I was just, I just chatted with Tim yesterday. So [00:04:00] awesome guy.

Hala Taha: [00:04:00] He's so amazing. I love that guy. Oh my gosh. We hit it off. So he's a great guy. And you've worked with everybody, Gary Vee  it's incredible, who you've had on your list of clients. And so we're going to get into that, how to network and how to reach those high profile people.

But first I want to talk about your come-up story. You actually went to school and you had a degree in theology, so that's really strange. Some people don't even know what that means. So tell us about that and how you went from theology to marketing without any formal training. 

Paul Getter: [00:04:31] Okay. Yeah. So again, thank you very much for having me here, Hala, it's amazing to connect with you and your audience.

So yeah, I got a degree in theology and for those that don't know what theology is that study of God, I went to Bible college and often called seminary. And one of the things that I quickly learned after graduating with a degree in theology, that it wasn't a very marketable degree. You fill out an application and say, you got a degree in [00:05:00] theology.

People like, okay, I don't know if you're going to work for us, and things like that. I remember filling out application one time someone said theology, isn't that the study of rocks? I'm like, no, that's geology. So yeah I, my father was a minister and really, if someone gets a degree in theology, they're not necessarily going to a school to figure out how to make money.

It's more of a personal development type of path, but quickly after graduating with a degree in theology, I realized, Hey, it's not very marketable. And then I found myself. I was always involved in tech or nerdy type stuff. And so I just begin to explore at this time, it was more of like building websites and search engine optimization and things like that.

Hala Taha: [00:05:51] Yeah. But I think Facebook is like your main platform or at least used to be, we'll get into maybe what you're using today, but you first [00:06:00] got onto it because you created a Facebook page for your church. Tell us how you did that and how that opened your eyes to the possibilities of what Facebook could do.

Paul Getter: [00:06:08] Yeah. So you do amazing research, how do you know these deep details about me? 

Hala Taha: [00:06:14] You know what, I'm just, on point we don't screw around here at Young and Profiting podcast. Yeah. 

Paul Getter: [00:06:20] You found the great details. So yeah. One of my friends was going off to college and they said, Hey, you need to get on Facebook.

And I remember at this time, Facebook was like games. They had farm Ville and silly things like that. And I was like, I don't need to get on that. That's just a waste of time. And eventually I caved in and got on Facebook, started a Facebook like 1870. No, I'm just kidding. No, I think it was probably around 2008 or so 2008, 2009, somewhere around there.

And so it was Facebook was in its very beginning infancy stages. And again, [00:07:00] the trend then was these micro games inside of the platform. And you could play games endlessly. And it was less socializing, more about playing games, but I eventually, I caved in, got on Facebook and started playing around in building Facebook pages.

And I noticed that a few businesses would have Facebook pages. And so I was like, ha, I really didn't have a business at this time, but I thought maybe he's set up a Facebook page for our church. And so I set up a Facebook page for our church and just, the picture and a little bit of information and everything like that and put a couple of videos on there and stuff.

And I remember a couple of weeks later, I went to church and there was this new family there. And I asked him, I was like, where did you hear about us at? And they said, oh, we saw your Facebook page. And it was like a light bulb moment for me. I was like, whoa, okay. These are real people. They found out about us from Facebook.

They [00:08:00] showed up in. It was then I realized, okay, Facebook could be a platform that if used properly could help out a lot of businesses. And so at that point, I began to like dabble around in, connect with friends that had businesses and say, Hey, I need to get on Facebook. And, I saw a business opportunity at that point.

Hala Taha: [00:08:22] Yeah. So this is really interesting to me because I think it's important for my listeners to understand the need, to take the opportunities in front of you. So for example, you were really into your church, you had a theology degree and you connected the dots. You found this face, you realized that, Hey, I can start this Facebook page and then your passion for starting marketing and working on Facebook, outgrew your passion for theology.

And so it's just so cool that you, you took that experience and oftentimes people. Like they're too afraid to learn something new and just to take on a new experience. And I feel like that's the only way you can really find your [00:09:00] true passion is to actually take those experiences. Yeah. 

Paul Getter: [00:09:03] Yeah. I think to better word it, my passion in theology and church, my, my faith and my relationship for that found a place where I could equally connect those in.

And as I mentioned, a degree in theology, isn't very marketable from a monetary standpoint and you don't do it for that reason. It's like someone that has a degree in birdwatching. You may not make a whole lot of money in birdwatching, but if you built a course or training or something like that in birdwatching there is an opportunity.

So it was a perfect fit where I could join the passion and a business, connect them together and it could grow from there. 

Hala Taha: [00:09:45] Totally. So let's talk about organic reach. When you first started on Facebook, it was like the wild west huge organic reach. LinkedIn was like that a couple years ago.

Now we see Clubhouse, which I want to talk to you about. I just absolutely love [00:10:00] Clubhouse. I'm not sure if you're on it, but tell us about Facebook. What was the organic reach like when you were first on it and why does that happen? Why do platforms lose organic reach over time? 

Paul Getter: [00:10:10] Yeah. It seems like every platform starts out like that.

And I'll explain the reason here in just a moment, but yeah. So let's say for example, you had a Facebook page of a hundred thousand, a hundred and Facebook, they call it a hundred thousand likes. I actually heard that Facebook is removing the metric of how many likes you have on your Facebook page.

That's going to be changing soon, but let's say you had a hundred thousand likes on your Facebook page. If you would post something a hundred thousand people would see it. Instead of having a page of a hundred thousand people, you post something and you get a hundred likes, you would get a hundred thousand likes and comments.

And it was just, it was incredible. During that initial phase, when the organic reach was a very high, [00:11:00] you could build Facebook pages. We would build Facebook pages from zero to a million in a month, maybe two months. And again, the organic reach was incredible. I remember when things would go viral.

I had a small page, which the page that I have. That again, I started build them as like hobbies for fun. The name of the page was called. I love Jesus and I posted something on there. It only had 200,000 likes on it, but I would post something on there and it would always get at least 200,000, 300,000 likes.

And I remember as it grew, it would get 200,000, 300,000 shares on posts. So you could imagine how the organic reach was completely different back then. And then as things just slowly started to go down. And the reason why that happens is because of the audience on a social media platform, it grows.

[00:12:00] And so they want to have a more intelligent timeline. If you're following 5,000 people it's not necessarily the best timeline that all 5,000 people, their content shows up. So they begin to throttle the engagement and the algorithm shows you what you engage with the most because they feel like that's more effective.

So as a platform grows for you to see and interact with the stuff that is most important for you, they prioritize, content based upon your engagement and what's relevant to you at that moment versus a true, just organic reach. 

Hala Taha: [00:12:42] Got it. So it's more like they, they keep changing their algorithm to make it more personal to you.

And then wouldn't you say also like more content creators, more competition, as people find out something's getting big organic reach, all the content creators go flock there and then it's just more competition. Yeah. 

Paul Getter: [00:12:58] So it is it's just the more people [00:13:00] that get onto the platform. The more that they have to change that algorithm too.

Meet what you want to see or what they think. And that's why people oftentimes hate algorithm. I call them algorithm the monsters is because they're like I'm not really seeing what I want to see, or I'm posting a lot of, most of the times, the people that complain about the algorithm is the content creators, because their content isn't being seen by as many people they think should be seen.

And yeah it puts you in a position where 10 and what you do, and the quality is more important than just putting out, silly, meaningless means or something like that. 

Hala Taha: [00:13:42] Totally. So are you on. 

Paul Getter: [00:13:44] Clubhouse? I am on clubhouse. I, my username on Clubhouse is nerd or nerds. I don't know if a Singler or plural.

I think it's, I think it's just nerd. I tried to get Paul. My Instagram name is Paul, which is, that, that was a big trophy for me. [00:14:00] Yeah. My Instagram name is Paul. I tried to get Paul on Clubhouse, but one of the founders of Clubhouse, his name is Paul. So apparently he's not going to give it up. 

Hala Taha: [00:14:12] Oh, okay.

Yeah. Makes sense. I've been loving that app. That app has incredible organic reach, incredible networking opportunities. If people haven't heard of it, it's like a audio only app. You need an invite right now to get on it, but it's growing super quickly and all my I'm a LinkedIn influencer.

So I've got a big following on LinkedIn and I have a lot of LinkedIn influencer friends. We're all flocking. It's a Clubhouse. It's like the new hot thing. So any thoughts around that platform? 

Paul Getter: [00:14:40] So I've played around with it. My New Year's resolution for this year is to become more. My primary platform, as I mentioned is Instagram.

I've got over a million followers on Instagram, very active, involved on Instagram, but I do understand the importance of being on [00:15:00] multiple platforms and putting content out there. And so I'm focusing in on YouTube and also Tiktok, putting content out on them this year. I've actually brought more people on my team to help me out with that.

And then all of a sudden Clubhouse comes out and everybody's get on Clubhouse. So I jumped on Clubhouse, number one, just to grab my username. So nobody grabs it before me. And I played around with it. I heard someone explain it. Really well, it's like the only live social media, it's like truly live.

And not only that, it's like an interactive podcast, which is cool. So there's like that engagement where versus Instagram, for example, you post something and then people respond to it whenever they see it or whatever but clubhouse is everybody's sitting around the dinner table talking and, having a conversation.

So it's real live interaction. I think it's really cool and a huge potential. 

Hala Taha: [00:15:56] Yeah, I love it. I do live streams all the time. And so [00:16:00] like when you're doing a live stream, people are chatting questions, but it's not the same as hearing their voice and not to mention the fact that there's no video.

So there's no pressure. Like you could be driving in on Clubhouse. You could be like doing chores and on Clubhouse and so stress free. That's what I love about it. It's no work, I mean it's time, but it's not really a lot of work to do. So I love it. 

Paul Getter: [00:16:21] It's funny when I first got on Clubhouse, trying to figure it out and I'd just click on some of these marketing rooms and people talk and then automatically they push the button or whatever, and they put me on stage like, okay, talk.

Now I'm like oh, okay. Okay. It's this is how it works. You just jump in and then people tell you to talk. And I don't even know what they're talking about and you just start rambling and they ask you the question stuff. So it is, it's really, like you said, I don't even have to have my bow tie on for Clubhouse.

It's just, I'm ready to go at any time. So yeah. It's cool. Yeah. 

Hala Taha: [00:16:53] I love it, man. I swear. I put in to everybody listening today is the day where I put in my two weeks notice to Disney [00:17:00] streaming services. And I swear one of the reasons why I was like, I need more time for Clubhouse.

Yeah. Exciting. Okay. So you've interviewed a lot of people that I've interviewed before. Like we sent Tim's Storey earlier. I'm sure there's so much overlap in terms of the people who you've had as a client and who I've interviewed. And Ty Lopez was actually your first big break. How did you end up blending that big client?

And what is your advice in terms of reaching really high level people in terms of your networking? 

Paul Getter: [00:17:35] So that, that's a great question. A lot of times, as far as notable individuals, Ty Lopez was one of the big names that I connected with initially. But prior to that, I think that there was a lot big wins.

It's the iceberg theory okay. There was a lot going on here before I started working with Ty Lopez. And of course, Ty Lopez, when I first started [00:18:00] working with him was this was, six years ago or so, he was less prominent than he is now, still a very successful individual and doing big stuff.

But I had a lot of big wins before that, where I had proven my skill and I was getting results for other clients. And really, how did it happen is it was a word of mouth referral. It's my understanding. I don't know all the details to it, but somehow one of the clients that I was working with was at the barber shop talking to the barber and, just regular conversation was going on.

How's business going? Is oh great. Things are really growing. I'm working with this guy over in Florida and he's been doing this and it, This guy was a client of mine and he was talking to the barber  about it. And that was the extent of the conversation. The next person in the barber seat was Ty Lopez is either Ty Lopez or someone on his [00:19:00] team and they got talking.

And next thing I'm getting a phone call and I didn't know who Ty Lopez was. And it was a different field of work that I was doing again. At this point I was helping people grow their social media, grow their Facebook page, grow, help, monetize their presence and things like that. 

And so I got a phone call from a guy, Hey, I heard you were working with, tell us a little bit more about what you're doing and I'm just answering questions, just telling him what I'm doing and stuff. And he told me this is what we're doing. I pulled up their profile, started looking at it.

I'm like, ah, yeah, I can cut your cost probably by 80, 90%. And. And it wasn't anything that I was, I just thought, yeah, that I could do that. They're doing it wrong. That was one of the things I learned really quickly is a lot of people were doing marketing in the early days that they were running ads, but there was no real system or a Facebook had it where you could just click a button, launch an ad and it was going so a lot of people would just do that [00:20:00] automatic ad population.

It wasn't the best way to do it. And so I told him, yeah, I can get your costs 80, 90% down. And the call ended in about 15, 20 minutes later, the individual told me, they said, Hey, my brother, Ty wants to know if you could fly out to California tomorrow and have a conversation with us. I'm like, oh, this is a strange one to fly me out there tomorrow.

And. Yeah. Okay. Sounds good. And so next thing, sitting in Ty's office, talking with him, that was his brother, Ben, that I initially had the conversation with and I just had my little iPad there. I'm like, yeah. So this is what you should do. This is what you're doing. And I remember at the end of the conversation times like, Hey Paul, you know why I'm pretty sharp at marketing?

I could probably figure out how you're doing this, but I don't want to waste my time. I want to hire you. Can you start? And I was like as soon as I go back to the hotel, I can set up the ads. And so went back to the hotel, set up [00:21:00] the ads. And I remember an hour or two later, I took a screenshot and showed them, okay, this is what you were doing.

This is what you're doing now. And cost-per-click had dropped 90% using the method that I was using. He was like, okay let's go. So that was how I got, yeah. How I got connected with Ty Lopez. 

Hala Taha: [00:21:18] Cool. It goes to show the importance of relationships, right? You got it through a client referral and making a good impression on everyone is so important.

And you actually often say relationships over revenue. So what does that mean? Exactly. 

Paul Getter: [00:21:33] So here's the thing is a lot of times people, they in business and I think maybe it's a natural tendency is to, how can I say it? Just chase the money. What can I do to make money? And that's how we try to conceptualize a businesses, how to make money.

And I think in the infancy stages of a business that is okay, what can I do to pay the bills? What can I do to make [00:22:00] money? And so you're trying everything and yeah, but when you reverse it and you say, how can I help people? How can I build relationships? Granted that is a longer process. And I've done the reverse where it's like, what can I do to make money?

And it's being an affiliate or doing, ClickBank and things like that. And you make money, but you're not really helping, you're just making money. And so the thing about making quick money is it disappears as quickly as it comes. But when you build relationships with people and you authentically want to help people, then that goes so much further that's it lasts longer.

And I had a lot of my coaching students or clients during all of this craziness that we experienced in 2020, reach out to me Paul, what do I do? What do I do? Just nervous and apprehensive. And I just told him like, Help people you might have to help people in a different way now, but if you help people, you will always be in [00:23:00] business and the money will come from there.

Hala Taha: [00:23:02] I completely agree. And it's one of the best ways to like, even get a mentor is to just offer help and to help people and to just always be a value and provide service. So I totally agree there. Do you have any networking hacks or tips or a cool networking story that you can share with us in terms of a scrappy way that you got to meet someone or get somebody like get your foot in the door in terms of a client?

Paul Getter: [00:23:24] So a couple different things, obviously when it comes to social media, you're one DM away from anybody you want to connect with really? That's, you can meet anybody. It just takes some persistency. So I do this and people oftentimes find this peculiar that I would do this, but I will message, it personally, message 20, 30 people a day.

People that I want to connect with build relationship or just someone doing cool stuff. And so I do that. I personally send messages to them, tell them, I liked their content. They're doing amazing things and leave it at that. I don't go [00:24:00] for Hey, I want to work with you. I want to do, I just, build a relationship.

And then the ask might come later down the road, it might be a week. It might be a month who knows, but I just build relationships. I comment on their content. I build relationship with them on social media and, I've had amazing people respond. Two messages that I've sent them. And so that's a great way to build a relationship.

A lot of times when it comes to connecting with higher profile people, whether it's a list celebrities or big name influencers sometimes it's easier to connect with someone that is connected to them first versus connecting with them directly. So you watch, they have friends, they have people, maybe it's that person that is always commenting on their posts and I'm getting a response or you just research it and look, who's connected to them because it's often difficult to get connected to that person that you really want to get [00:25:00] connected to.

But if you connect with people that are connected to them, then it can naturally open up to building a relationship with them. But a great way and I've done this and I still do this is you find that, that big influencer number one, you have to have a skill that is a value to help them. You gotta be able to add value to their situation, but you just connect with them and say, let's say, for example, you're a graphic designer, reach out to them and say, Hey, I would love to help you out when you're a graphic designer.

Is it okay if I make you, 10 images, no charge help you out. Maybe you're video editor, whatever your skill set is. So volunteer that for free. And then what that does is that opens the door for a conversation to get started. If your skills are good, it will just go further from it. 

Hala Taha: [00:25:51] I love that advice.

And I think that it's such an easy thing for people to do, especially if if you're in college or something like that, and you're looking for a mentor or somebody [00:26:00] you can intern for, I think that's the way to go is to just use whatever skills you have and offer them something for free and see if that gets them talking to you.

So totally agree there. 

Paul Getter: [00:26:09] It's building relationship. It's helping them. And again, number one, your skills have to be good because if you're doing graphic designs or whatever it is, and it's not good, then it doesn't then you know.

Hala Taha: [00:26:19] Exactly. They're just going to be like I don't want you to work for me.

Hone your skills first. I totally agree. Totally agree. So let's talk about personal branding. So at some point you were behind the scenes. And then you decided that you wanted to come out and really start your personal brands. So what triggered you wanting to start your personal brand and then how did that influence your business later on?

Paul Getter: [00:26:42] So when it comes to personal branding, I often look back and think, man, I wish I would have started this sooner, but it was, I was content with just helping other people build their brands, helping other businesses. And it wasn't until individuals like Ty Lopez would pull me [00:27:00] out and say, Hey, this is a guy that's been helping me.

I've been working with him, invite me to speak at masterminds and conferences and stuff. And so it was just if it wasn't for individuals like that, pulling me out and saying, Hey, he's been helping me on this. And I'd probably would have been satisfied just staying behind the scenes. But I think you do have to look at it.

Sometimes people they're hesitant about building their own personal brand because they don't want to come across as arrogant or, just me, and stuff. But if you can sincerely help people, then all you're doing when it comes to building a personal brand is getting people's attention on you.

So you can show them how you can help people. So when it comes to building a personal brand, there's so much benefit. Of doing that because it is when you build a personal brand, whatever you connect yourself to, it will grow. So it's not just about a job or being employed by someone else, but [00:28:00] you are building in your own personal brand, gives you a few things.

It gives you longevity. So a brand, whether it's personal or business brain gives you longevity. It gives you a longer lifespan in that. Then it gives you loyalty. People are loyal to brands, they connect with personal brands and business brands, so loyalty, and then it gives you legacy when everything's done and you fold up the chapter and you want to move on, you can pass on a brand, a personal brand or business brand on to somebody else, second, carry it on.

So those are like the three L's of personal branding, loyalty, legacy, and longevity. Yeah, like Shaq, I was just walking through the mall the other day and I see posters and yeah, cut cutouts of Shaq. And he's one of these guys that he was an athlete. Everybody knew him as an athlete, but now he is a [00:29:00] huge personal brand.

If he wants to endorse general car insurance, he's the face of that. If he wants to do frosted flakes, he's the face of that headphones he's the face of that, just so many different things. So if you have a good, strong, personal brand, you're not limited to just marketing or just, one specific field, but whatever you attach yourself to people want to be connected to it all.

Hala Taha: [00:29:25] I totally get that. Totally agree. I often call it a transferable asset. So no matter where you go, you can go bring your personal brands. And for me, like I grew my personal brand on LinkedIn and I've never felt more secure, like in terms of job security, because it's you just become, so everybody just wants to talk to you network with you.

There's just so many opportunities. So I would encourage everyone to start building their online, personal brand. Like you have one, whether you like it or not. Yeah, exactly. Okay. So how much money would you say that you've spent over the years in paid ads? Like your client's budgets and things [00:30:00] like that?

What would you say? 

Paul Getter: [00:30:01] Yeah, so 

I can tell you this. It has been over a billion dollars that we have not, obviously not my money. Clients and, different companies that we have worked with, we've done campaigns where people are spending tens of millions of dollars a month on ads.

We've worked with companies that spend a hundred million dollars in a few months on ads. So yeah, over 10 years a few big clients, it adds up really quickly. 

Hala Taha: [00:30:30] Wow. So over a billion dollars in ads, what pops in my mind, as a marketer to is experimentation man, you've done a lot of experimentation over the years.

If you had a billion dollars that you've been running ads on. So like when it comes to all the learnings that you've done, you've ran so many campaigns. I'm sure now you probably not actually doing the day to day. So this might be a tough question for you, but what are the golden rules in terms of

paid ads right now. Is there anything I know the platforms keep [00:31:00] changing that level of targeting keeps getting more micro, but what are the red threads that you see, like over the years you've been doing it for a decade. 

Paul Getter: [00:31:08] Great question. So this is something, I think it's the 1 0 1 of marketing, but people, they think that it doesn't apply when it comes to digital marketing, a catch phrase or a word that people use all the time is disruptive.

So it has to be disruptive. So here's the challenge about being disruptive in online marketing, and I've seen this and I've been like the catalyst of trends that happen on social media and running ads. So this is what happens is a marketer has a cool idea or a new style or something that they start running an ad and it's disruptive.

And it, all of a sudden, man, this is doing amazing because maybe it's the color, the style, the types of videos, the format, all of these things, you're always [00:32:00] tweaking because you want people when they're scrolling, it's whoa, that catches my attention. 

Hala Taha: [00:32:03] Stop the feet, stop the scroll. Yeah.

Paul Getter: [00:32:06] So that's the challenge on social media is you want to stop the scroll. So as someone that is innovating and really pushing the envelope on stuff that you always want to be testing, what catches people's attention. So what happens is you put together something and you do it and it starts working.

You're like, oh man, amazing. This is disruptive. This is getting a great click through rate, awesome results. Then other marketers. They start seeing it like, whoa, man, that's doing all that really caught my attention. And so guess what they do is they start doing the same thing. Yeah. And then they start to copy it.

And next thing you know what you were doing six months ago, that was disruptive. You've got a thousand other marketers that are doing the exact same thing. So it's no longer disruptive. It's camouflaged into everybody else's ads. So [00:33:00] that's the challenge is you always have to do so I've seen this, like there used to be a time when I almost laugh about this, but people would run ads where they would have a red outline

on their ad on the pitcher, there was a red outline and then there was a green outline. So it was like, okay, this would make it stand out more. And then everybody started doing red outlines and then it was just like, it became annoying to people. It stopped catching their attention and it started annoying them.

And everybody stopped doing that, but then it goes into a different trend. But now I've seen recently and like five years later after trend, people are doing something that was popular five years ago because people stopped doing it. So it's one of those things that you always have to look at what other people are doing and I guess be a contrarian and don't do that.

Hala Taha: [00:33:50] This episode of YAP is sponsored by Podcast Republic. Hey, Android users, this one's for you. Podcasts Republic is a podcast app where you can [00:34:00] discover and subscribe to 1 million shows and enjoy live radio streaming. They have over 85,000 authentic reviews and a 4.6 star app rating in the Google play store.

It's no secret that Podcast Republic is one of the best podcasts apps for Android users. Podcast Republic has super cool features like the ability to take notes while listening to your podcasts. And you can even schedule to play a podcast at a specific time. Imagine being able to wake up and start your day with Young And Profiting podcast.

If you're an Android user, head over to the Google play store to download Podcast Republic, and don't forget to rate and review Young And Profiting podcast while you're at it. 

That's really good advice. And I think that it's advice that is evergreen. We can use it now and 10 years from now, it's still true.

And I totally agree. You need to make sure your stuff stands out. If you want to get any attention on social media, whether that's organic or paid. So I had Seth Godin on my show. I had him recently, episode [00:35:00] number 87. Thank you. And like me, I'm more of like a brand marketer, organic marketer. Like I dabble here and there, Instagram ads, YouTube ads, trying to really get up to speed there, but you're more in the paid acquisition space.

And so that's your expertise. So Seth Godin, for those who don't know him, he was a pioneer in internet marketing. And he coined the term called permission based marketing, which means anticipated personal and relevant messages that people want to get. And he thinks it's the opposite of spam. And so essentially it's that consumers need to have the power to choose how they're marketed to.

And he believes they should be opting in and on my show sets said, just because you can steal my attention doesn't mean you have a right to steal my attention. Do you agree with Seth on that? What is your opinion on permission-based marketing? 

Paul Getter: [00:35:50] So here's the thing is there used to be a day when it was a very direct response type of marketing, where it is.

Put an offer in front of [00:36:00] someone have a fancy headline, really entice them in and they buy. And that was very popular, direct response marketing, but there has been a huge transition where people are very apprehensive of a direct response marketing. And that has happened for several reasons. Number one is there's a thousand other people doing what you're doing now.

So your voice is getting blended in with everybody else's and so you've gotta be different. So there's that. And then there's a lot of people that they've been burnt, the scammers and different things like that. And so online marketing can often have a negative connotation if it's done wrong. So there, there is a transition where you do have to add value.

You have to give like I've seen this, that content that people are posting organically five years ago, it had been [00:37:00] something you would pay for. It would have been something in their mastermind course, but now individuals realize, look, I have to leave with value and giving to people. And then there comes a point where I like that there's permission.

If good marketing, if it's done right people ask you to sell them something. They really do. It's you're not even trying to sell something, but people will start to reach out to you. Hey, will you teach me more about this? Is there a place where I can find out more? And so they're asking you for more, so it's not even selling, it's just giving people an opportunity to connect with you more. So good marketing,

you're not shoving something down someone's throat it's they're like pulling it, say, Hey, give me, I want more access to you. I want more of your content. 

Hala Taha: [00:37:49] Yeah, totally. Have you heard of this new it's been in the headlines? The fact that Apple is going to be putting on a new feature for app tracking transparency, which basically [00:38:00] means that, a lot of Facebook marketers, the same targeting that they were get, they would get, they might not anymore because a lot of people are going to opt out to sharing their data with Facebook and allowing them to share data across different companies and stuff like that.

So are you familiar with this and do you have any thoughts in terms of that?  

Paul Getter: [00:38:16] Absolutely. So this is one of the things that over the years of Facebook ads and everything is there's always new policy. I don't know how many times over 10 years that there's been policies, like you used to be able to run Bitcoin.

You used to be able to do ads for this, and now you can't, it all gets shut down and things change. And it used to have this feature, but you don't have this feature. And so things are always changing, but this is what in talking with Facebook their number one goal is they prioritize user experience over how much money they make.

[00:39:00] And granted they're a business and they know how to make money, but they have learned that prioritizing the user experience over money means they're going to make more money in the long run. So yeah, they've changed this and people are more concerned about their privacy and things, but this is what it does is it makes bad marketers will stop because they don't know how to navigate in the process.

And the good marketers will rise to the top. Good marketers are already doing things. And we already have platforms in place that are customized, that are built out around our own infrastructure. So if Facebook changes things. We've got backups. We know how to navigate in difficult things, but the average guy that is just spamming Facebook with ads, they're going to get left behind because they don't know how to work.

So every change that I've seen Facebook make, [00:40:00] it might make the average marketer nervous. What am I going to do? But it will make the good marketers better. And the bad marketers they'll leave. So it's actually, it's going to be for the good. 

Hala Taha: [00:40:10] It sounds like it, it sounds like the consumer is going, gonna benefit and then, the good marketers are gonna profit off of that.

So that totally makes sense. How about data tracking? So is there any, like you're in this space you've probably targeted on a million different things. Is there things that we just like little known ways that our data is being tracked that you can talk about? 

Paul Getter: [00:40:33] So here's the thing. I remember when my old buddy Mark, Mark Zuckerberg was before

congress. And they were questioning him about how the data is used and everything like this. What you have to understand is that Facebook is just one point where data is collected. And so he can answer questions like, Hey, does Facebook do this? And he's no, we don't do that. And the answer [00:41:00] is right.

They don't do that, but they're partnered with a thousand other companies that do that. And so Facebook isn't doing it, but this other company that they're partnered with is doing it. It becomes a slippery slope. So data is being tracked every, and it's not just online. When you go to Walgreens, you got your little Walgreens card, data is being tracked about you.

You ever find it interesting when you go to Walgreens and they print out your receipt. And then there's coupons that you receive that are exactly aligned with your spending history. It's because Walgreens is tracking. If you go to a car dealership, you buy a car. When you sign those documents, you're being tracked.

Your information is being given to them and car dealerships. It's more than just selling cars for them, but they are selling information about you. So everything that you do in one level or another. It is being tracked. [00:42:00] For a consumer, that might be something that is it's startling to understand that, there's probably 50,000 or more attributes about you, whether it's your, your age, your income level, your spending habits, the sites that you go to they're.

So many variables, like we could set up an ad that would say, Hey, I want to target a single man that lives in Los Angeles. That has a bachelor's degree that makes over a hundred thousand dollars that lives in this zip code that likes cats. Matter of fact, I like Siamese cats and anyways, we could set up an ad that would target a person on that level.

So for consumer that's something that would make them a little bit nervous, but for a marketer we're like, yeah, that's, it's a double-edged sword. 

Hala Taha: [00:42:51] Yeah. So is there any sort of like line that you have in terms of ethics and paid ads and personalization and targeting? Is there anything that you're [00:43:00] like, we can't go there or do you feel like, sky is the limit when it comes to data tracking and targeting.

And what are your thoughts on that? Is there any like line in the sand that you draw? 

Paul Getter: [00:43:09] That's a great question. I think that in Facebook does have policies in place that does not permit you to target people on certain attributes, gender, ethnicity things of that nature.

So I think that those are good guidelines to follow that you're not going to be targeting people based on specific the personal details. So yeah, there, there is a align, obviously marketers always find a way around these policies, but again, Facebook finds out about it. They shut them down and things.

So a lot of times the people that complain about the policies that Facebook or the other ad platforms have is because they're trying to [00:44:00] run that gray line. They're trying to do it the easier way versus put in extra work, build a personal brand work hard. They're trying to get the quick money. So policies that are put in place are normally for the good and they keep good marketers.

Good and keep the bad marketers out of the industry. 

Hala Taha: [00:44:24] Yeah, thanks so much for sharing that. So paid ads are, the front end of a campaign. And then what happens after that? So a lot of people who listen to the show, they're not marketers. They don't know anything about funnels and things like that.

So can you explain what a funnel is and maybe some of the core components of a funnel? 

Paul Getter: [00:44:40] Yeah. So basically it's a journey. It's a path that you take in. Sometimes the path might happen in, immediately on your initial online visit, you connect with an ad and you go through a path very quickly.

Other times the journey, it might be a day, a [00:45:00] week, a month, a year, but that's basically what it is. It's a path and the path might start out. You see that cool ad, someone talking about something that resonates with you. And so it might be an ad. I use myself as an example, before this call, I was actually making video ads.

And so I start out by calling out the person, Hey, are you a coach? are you a consultant? Are you an entrepreneur wanted to take your business to the next level? I want to talk to you about, and so I'm calling out the individual with an ad. They click on that ad and it takes them to a landing page or the front end of my funnel.

And so that's going to be a page that is, it has a hook, a headline talking to them about. Maybe your stroke. A lot of times we hit the problems that they're having. Are you having a problem, getting applications for your high ticket sales? You have the answer [00:46:00] for it. Matter of fact we use a simple outline here and it's answering questions.

I got my notebook here that was doing it's a few questions like who is the person? What is their problem? How we can solve that problem. Asking them questions in this and we show them the solution. So initially they might enter their name, their email phone number, and they're going to be put into a list and they might be pushed to fill out an application to set up a call.

There might be an initial, we call it a trip wire where they would buy something, a low ticket entry. Again, sometimes people try to go for the big sale quick, and it doesn't always work. We've seen individuals that we work with that they're spending a lot of money on trying to sell. Let's say for example, a webinar where the price is a thousand dollars and they're just not making any money, but we'll put something in the [00:47:00] front again.

We call it a trip wire where it's $7. $20 and it just, so we get people to come in here and buy something, a micro-commitment and then if they like that content a day later, two days later, however long it might take, they'll go to a webinar, they'll watch this. And then they'll later make a thousand dollars purchase.

And then those people that go into a thousand dollar purchase, maybe they want to go faster. Maybe they want some one-on-one attention. Maybe they want personal, customized coaching. They can set up a call where they'll get on a, the discovery call or a strategy call and talk to a specialist about how we can help them.

And then they're offered coaching programs, stuff of high tickets, but it's a journey it's initially get connected, building that relationship and then, okay, we have this and then you take them. And again, depending on the product, the [00:48:00] offer, it might be something. It goes very quickly or typically the higher, the price of it, the longer it's going to take for them to go from point A to Z.

But it is, it's a journey. We call it a funnel because funnels shaped like this and you have people come in at the top and then it just slowly goes down. And then, you left. Likely the people are going to come down to here, but the people that come down here, those are going to be the higher value people.

So that's a real funnel explanation. 

Hala Taha: [00:48:32] I've never really heard of a trip wire. I've never heard of that concept. I've heard about people giving like free eBooks and stuff like that. But I love what you said about offering something like a micro commitment. That's really smart. So really cool stuff there.

And then the purpose of the forum is to better qualify your leads. So that you can ask specific questions and maybe target them more. So what's the purpose of the form? 

Paul Getter: [00:48:54] Yeah. So when you're having someone fill out an application, I'll give you an example of a funnel [00:49:00] that we have in our world. Is it would be

a $7. I have a book or an audio book talking to people about marketing and, I hit all the pain points. Hey, I'm going to teach you how to do this and this. And it's $7 for that. That will then as they go to check out theirs, gonna be a little box that says, Hey, for $27 more, I'm going to throw in all of these PDFs and all of this awesome stuff that is just, they're going to look in they're like $27.

Is that all filled? Just they have to click that button because the value is just an irresistible offer. So for $27, they get that. And then a person is going to go after that. They might say, Hey. We've got this one-time offer for you that I'm going to teach you how, the secrets of let's say, for example, Instagram growth growing your following.

Normally this [00:50:00] is $300, but if you act now, I'm going to give it to you for $99. And it's a nice video explaining to them the offer. And again, this is before they even click the final checkout button, they're going to get that. And then that kind of concludes if they say yes or no on that, maybe they say no to it.

We'll come back and say, Hey, how about we break it up into three payments of $40 for you instead of one-time 99, we'll break it up into three and then try to get them to say yes again. If they say no, we want to go try to get them to say yes again. And so again, there's a little work involved there.

Then they check out they're done. And after they check out the thank you page is a video saying, Hey, you're a coach or consultant. You have business. Maybe you want to take it the next level. This is what we're offering. And it's a nice video talking to them about how we might be [00:51:00] able to help them with their coaching consulting business.

If you're interested, there is an application below that you can fill out and set up a complimentary 30 minute strategy session with one of our experts. So they fill out this application and yet the application asks them qualifying questions. Code when, whenever you see free strategy session, that is code for sales.

Just, plain and simple, plain. And so any, anytime you see that in people's bio free strategy session, that means sales call granted. There's going to be a lot of value given in those strategy sessions where we pick apart what you're doing and give you value. But at the end of it, they're going to say, Hey, we offer a coaching program, a mentorship program, and this is what we offer and you make the decision from there.

I don't like high pressure oh, you got to buy. That's never a good way to [00:52:00] work with someone. But the application it's going to ask some qualifying questions to see if they would be a good fit. If they're one of those people like like I even asked on some of our applications, do you realize the importance of investing in yourself and the answer number one?

That they can say is I don't have any money and I think I should get everything for free. So we ask them that question. And then the second answer is, yes, I understand, but I'm on a limited budget. I can only invest between this amount and this amount of money. Then the third answer is going to be something like, business, I'm a serious entrepreneur and I understand the importance of really investing in myself.

And so those are qualifying questions where if someone is saying, Hey, I want [00:53:00] everything for free. And people do fill out applications and say, I want everything for free. Chances are they're not going to be qualified for coaching program that we would offer to them. Yeah, it's about the application is qualifying.

Hala Taha: [00:53:16] Yeah, what a great explanation. I think you gave so many good gems. So I work in marketing. I have a podcast marketing agency and a lot of my, I don't do click funnels for my clients. So I don't set that up, but don't claim I'm an expert. I'm not, I'm an expert in organic marketing. That's what I'm really good at.

And everybody always asks me like that. So many people are so misinformed and they don't know where to start. And even huge companies that I've done work for. Like they don't have their funnel strategy together. And it just seems like it's a very you don't know, you either know it or you don't know it.

And a lot of companies really don't have their shit together. If I, if you don't mind me cursing, when it comes to their funnels, they don't know how to do it. Where, what do you advise people? Like, where do you advise people to start? Should they just [00:54:00] get click funnels and do something out the box like that?

What is your advice to either companies or people who really want to get their funnels? Cause I get this question 20 times a week. 

Paul Getter: [00:54:10] Yeah. I've seen that and I've worked with companies that they reach out to us and they say, we've got this college grad from Ivy league school has a degree in marketing and they don't know what they're doing.

They honestly, the danger in some way. Just being stuck in college academics is that you can go to college. And what you learned there is two or three years outdated and what's working when it comes to internet marketing, it's really, you have to be studying it every week. Like you mentioned, there's new policies coming out, that you didn't learn about this in college last year.

So you have to be continually learning. You have to have mentors, you have to have groups that you can work with [00:55:00] masterminds that you can always be learning when it comes to internet marketing in particular grant, there's probably some professions that, you can learn and Hey, it's good to go for a long period of time.

But internet marketing is not one of those things that's true. You always have to be learning. So there's a lot of great platforms that work for things the best way to figure out what's working is find that individual that is the best of the best in the industry. Find those funnels, find those websites, find the experts, see what they're doing and model it on success leaves a trail.

We call it in the industry funnel hacking where basically you find the funnels that are working good. Look at what they're doing. And if this individual is making X amount of dollars, They've done a lot of testing. They've done a lot of work. And so you just begin to model [00:56:00] that you don't copy it or, just completely do exactly what they're doing, but you model it.

For example, if their headline is over here on this side and this color, put your headline, this side, this color, if they're using this color button, use this color button. If they're using this type of video, use that type of video. And so you model what they're doing because these big companies they've spent millions of dollars testing and split testing.

So the quickest way to get to where they're doing is look at what they're doing and model what they're doing. 

Hala Taha: [00:56:32] That's super, super smart and really practical advice. Thank you so much. Let's switch gears really quickly. Let's talk about side hustles. So you wrote an online book about 27 Side Hustles. I'm obviously a proponent of side hustles.

I grew my business on the side of Disney streaming for two years to multi-six figures. So love side hustles. I think everyone should have one, especially if they're a hustler. So why do you love side hustles? And are there any side hustles for 2021 that [00:57:00] you highly recommend?  

Paul Getter: [00:57:01] So here's the thing is in probably in September, October of 2019, I always have people come to me like, Hey, Paul, will you teach me how to do what you do, teach me how to do what you do.

And I'm like, ah, you got a couple of years. You want to sit down and learn, we can do that. But I realized what they were asking is can you teach me how to that laptop lifestyle work from home, make money. And I know when I first got started in internet marketing, is there so many different ideas and people saying, do this.

And I tried so many different things. I didn't know. Okay. Is this real or is this just a scam or, and so it was just a difficult road to figure out what to really do. So I put this book together to really show people. This is the stuff that works. These, what I did is I actually interviewed, I don't know, probably 60, 70 people that were making [00:58:00] legitimately making money online.

Not these get rich, quick schemes or anything like that, but people that were legitimately doing things like, for example, I interviewed a 17 year old boy that while he was in high school made over $20,000 in one year now, $20,000 for the person that is fascinated by the guys driving the Lamborghini's and everything like that.

$20,000 a year doesn't sound too glamorous, but $20,000 a year to the average person will change their life. So especially if it's a side hustle, this is somebody that is doing this in-school. So I interviewed him and said, Hey, w what are you doing? Making $20,000 a year, 17 years old in high school, obviously, if he could do it, the stay at home.

Mom could do it. The guy that was working 40 hours a week, that Scott, five, 10 hours extra a week that he can put into it, they can do it. So again, that's what I wanted to learn and interviewing these people. So I interviewed a lot of people that were doing things. [00:59:00] Some were making 10, $20,000 extra a year.

Some people were making a significant amount of money doing this a lot of times, what happens about a side hustle as a side hustle. If you get good at it, Turn into a full-time hustle. When someone just starts to learn how to make the first hundred dollars online, they can replicate that. So that's what I did is I interviewed a lot of people, that were doing cool things and compiled it, put it into a book, made some videos and everything like that.

And just trying to give people a blueprint here's some cool things that are working, try them out. So that was 27 Side Hustles. Yeah. 

Hala Taha: [00:59:39] So anything you recommend for 2021? 

Paul Getter: [00:59:42] It's, it doesn't have to be too complicated. It's, you do have to work. Sometimes the misconception is people want to like, just click a button and money starts pouring work involved in don't.

We wish we could all do that. I do believe in passive incomes, but there is [01:00:00] no income that doesn't demand some work whether it's in the front. Yeah. You have to do some work initially, somehow. So I'll give you a few of the ideas that I saw my man, this is amazing. So the 17 year old boy that I interviewed, this is what he was doing.

Is he put an ad on Craigslist saying, do you have an old cell phone that you want to get rid of? I will buy it from you for cash. And people would respond to it and he would buy their phone. And he knew based on this model, the shape, the condition of it and everything like that, that it was worth, let's say a hundred dollars where he would buy it from this person for $50 and then place it on Facebook marketplace.

E-bay something like that for the going rate of $100. So it was just basically a quick arbitrage. He would buy it from someone for $50, knew the value was a hundred dollars [01:01:00] and there he's made $50 himself. So you do that a few times a week, a few different cell phones. Then you've made yourself $20,000 a year.

Not a whole lot of work involved, not very complicated to do, but it's real money. It's real money. So I've seen that I've seen individuals that will go to thrift stores and find something at a thrift store. Like for example, books there's an entire world of the comm book flippers, and it's really amazing.

They will go to thrift stores, libraries or get them away, old books and stuff, and they will buy the books. And some of these stores, you can buy a book for 50 cents and they buy the book for 50 cents and then they will put it up on Amazon or there's other websites, and they might sell it for 10 or $15.

I met individuals and interviewed individuals that [01:02:00] bought a book at a garage sale for $2. And it was actually a rare book and they sold it for thousands of dollars. So it's like treasure hunting, digital treasure hunting, but it's real money. Another one is I interviewed a lady. She had graduated from college and she was

in between things was wanting to go back and get her master's degree. And, but she enjoyed traveling. So what she did is she taught children overseas, conversational English there's websites that you can sign up on. And she told me she was like a couple hours a day. I go onto this app and I just have basic conversations with young students wanting to improve their English.

And she does that four or five times a week and she makes a couple thousand dollars a month doing that. So [01:03:00] again there's real things. There are sites like Upwork where you can, if you've got a skillset there's sites like Fiverr that again, I went involved in internet marketing. I remember putting gigs up on Fiverr and Upwork and other sites like that.

And people would hire me to do that. So if you've got a skill set or you can put in some time, there's a lot of different ways that you can make money online. 

Hala Taha: [01:03:25] Yeah. And that just, it made me think of an idea. So not only arbitraging products, but also services. So there's people who work in India and the Philippines, and they might be good at graphic design.

You can be the relationship manager and the broker between the graphic designer and you find somebody who needs graphic design work, and you can just connect the dots and you could have no graphic design skills, but you just manage the relationship and take a little profit on top. So it's there's so many different ways to like arbitrage on the internet. I think. 

Paul Getter: [01:03:51] Absolutely. 

I had one of my coaching students, his name's Peterson. He came up to me recently. And he was trying to figure out how to [01:04:00] do online businesses and stuff. And he's I know a lot of people that know they want websites, they need graphic design, but I don't know how to do that. And so I pointed him to some sites where you can hire graphic designers, website, designers.

And if you can get the client, you just hire this team and they will do the work and you just figure it out. Okay, they're going to charge me a thousand dollars. I'll charge the client $2,000. And like you said, as a middleperson, you're making money there. And he's done very well in doing that. So yeah, you can be a website designer, a logo designer.

You can offer those services just by finding relationships online that will do the work for you. 

Hala Taha: [01:04:45] Totally. Okay. So the last question I ask all my guests is what is your secret to profiting in life? 

Paul Getter: [01:04:52] Secret department give ads, just give people before profits give to others, pour into [01:05:00] others, help others. You never go wrong.

Going back to my degree in theology, there is a universal principle in all religions that you reap, what you sow. Whether it's Christianity, whether it's Buddhism, Hinduism, there's a universal principle that if you give and you so good, you will reap good and it works. So just give, help others serve others, and it will come back.

Don't put money first, but just put people first and you'll always be success. 

Hala Taha: [01:05:35] That's fabulous advice. Thank you so much, Paul. This was such a great conversation. Where can our listeners go to learn more about you and everything that you do? 

Paul Getter: [01:05:43] Oh, thank you very much, Hala. It's been my privilege. So probably one of the easiest places is buying me on Instagram.

Again, my Instagram handle is Paul, just P A U L. Follow me on Instagram. Send me a message. Be more than happy to connect with you. My personal website is [01:06:00] paulgetter.com and you can find out all kinds of information about me there. 

Hala Taha: [01:06:04] Cool. Thank you so much. 

Paul Getter: [01:06:05] Thank you. 

Hala Taha: [01:06:07] Thanks for listening to Young And Profiting podcasts with Paul Getter.

If I had to pick a favorite part of this episode, it would be when Paul gave the advice to put relationships over revenue. I love that. And it's so true. Put your relationships first. Everything else will follow. Today, we live in the information age. The more information that you have, the more powerful that you are and relationships are the best source of information.

If you build relationships based on trust, people will give you invaluable information. It may help you communicate better with your customers, improve your products, grow your business, and gain a competitive advantage and not to mention referrals. Referrals are the lifeblood of an entrepreneur and without relationships, you won't get any referrals.

So I can't recommend this advice enough, put your relationships over revenue. And then the last [01:07:00] thing I have to say about this is having relationships with people in your industry can also result in free advice that you would otherwise have to pay for, or learn yourself at a much slower pace. So for example, Jordan Harbinger is one of my mentors now, and he's a huge podcast or who's much more successful than me and I learned so much from him.

And I always put relationships over revenue when it comes to our engagement and same with Heather Monahan. She's a speaker, she's a former C-suite executive. She's been everywhere that I want to go and same with Jordan. And so I get this free advice by having these relationships and putting my relationship over revenue.

When I work with them. And I think that's a key to success. So kudos to Paul for calling that out relationships over revenue. I'm never going to forget that. And in fact, I always butt heads with my business partner, Tim, about this topic all the time, because he likes to prioritize revenue and I like to prioritize relationships.

So remember relationships over revenue. I think that's the way to [01:08:00] go. What was your favorite part of this interview? Tell me by dropping us a review on Apple podcasts, and if you're a new listener, please take a few minutes to subscribe to the YAP on your favorite podcast platform. If you like this episode, you may also be interested to hear my recent interview.

Number 87, the practice of creativity with Seth Godin. Seth is a marketing mastermind, public speaker, and bestselling author. Here's the clip from that episode. 

Seth Godin: [01:08:26] Let's look at Tesla. The Tesla model S tells a story, which is if you bought a Mercedes, because you thought you were smart and taking care of your family.

Now you feel stupid because this is that car that you should have bought. And as soon as the Mercedes driver in California saw the model S totally ruined their day, because now they were driving the wrong car and they had to go solve their problem. That's the design of the model S so then they decide to come out with that pickup truck and they blew it because Elan lost discipline.

What should the [01:09:00] pickup truck have looked like? Who buys a pickup truck? Why is the Ford F150, the single most popular vehicle in America? Why do pickup trucks keep looking like pickup trucks? Because the story we tell ourselves, if we're going to be the kind of person who buys a pickup truck is this is utility.

I'm not trying to stand out. I am just a hardworking fellow or a woman who's trying to do their best. That's a pickup truck. So when you make the cyber truck look like that weird thing that was carved out of a piece of whatever. They blew it. That's not the story of a pickup truck. What they should've done is built the most boring Ford F-150 knockoff ever.

But with just enough of a twist that it says, I'm the kind of person who buys a pickup truck, but I'm smarter than you. That was the opportunity. And they missed it because they didn't understand story. 

Hala Taha: [01:09:56] So I'm hearing a couple of things here. One of the things that I'm [01:10:00] hearing is that it's not enough to just like, create your own story.

You have to align to the stories and the beliefs that are already out there, right? Yes. Yes. So a couple more general marketing questions before we move on to the main topic of the show, which is your new book, the practice, what do you think that marketers are doing wrong today in 2020? If you could call out a few things that marketers do wrong today, what would they be?

Seth Godin: [01:10:21] Yeah, it hasn't changed in my whole life. Selfish, short-term, narcissistic, lying, cheating, short-cutting profits. That's what they're doing. Anytime you do any of those things, you're burning trust and marketing is a race to earn and preserve trust. 

Hala Taha: [01:10:40] Again, that's number 87, the practice of creativity with Seth Godin.

People love that episode. And so I would highly recommend to go back and check it out as always, I want to give a quick shout out to our latest apple podcast, reviewers. This user goes by the name of millennial podcast diamond in the [01:11:00] rough. I found out Hala's podcast through LinkedIn, and I'm so glad I decided to check it out.

The guest, she has all bring so much value and you always learn something new from every episode. It truly lives up to its name of Young And Profiting, but people of any age can learn more about business, negotiation, entrepreneurship, persuasion, and more. Thank you so much for that amazing review millennial podcast.

And I totally agree. Young And Profiting is for all ages. So do tell your mother, your brother, your grandmother, tell everyone, how much you love Young And Profiting podcast. If you found value in today's show, please take a few minutes to write us a review on Apple podcasts. It's a free and effective way to support our show.

And I love seeing posts about YAP on LinkedIn or Instagram. Here's an idea. Take a screenshot of your podcast app and share it to your story and tag me at Yap with Hala. I'll repost and support those who support us. You can find me on Instagram at Yap with Hala or LinkedIn, just search my [01:12:00] name. It's Hala Taha, and now I'm on Clubhouse.

My username is @halataha and don't forget. We have an epic event February 2nd, with David Meltzer, John Lee Dumas and Heather Monahan in Clubhouse. The link for that is in my show notes. Big, thanks to the YAP team as always you guys rock. This is Hala, signing off.