1 00:00:00,040 --> 00:00:02,640 Well, hello ladies and gents, Robert Sykes, Keto savage.com 2 00:00:02,640 --> 00:00:05,680 and today I have special guest Yuri from Healthpreneur on the 3 00:00:05,680 --> 00:00:08,600 line and we dive into business. This one is definitely a 4 00:00:08,600 --> 00:00:10,880 business centric podcast episode. 5 00:00:11,240 --> 00:00:13,400 So if you're interested in business, by all means, keep 6 00:00:13,400 --> 00:00:16,040 listening. But he has been a very 7 00:00:16,040 --> 00:00:18,960 successful entrepreneur in scaling his own operation, his 8 00:00:18,960 --> 00:00:20,920 own practice, and then helping others do the same. 9 00:00:21,200 --> 00:00:24,800 So we dive deep into that. We talk about conversion rates, 10 00:00:24,800 --> 00:00:28,240 paid advertising, marketing, customer acquisition, all the 11 00:00:28,240 --> 00:00:31,720 good details on that content. So without further delay, sit 12 00:00:31,720 --> 00:00:34,240 back, relax and do the podcast with Yuri. 13 00:00:44,080 --> 00:00:45,760 And we are live. Yuri, how are you, Sir? 14 00:00:46,960 --> 00:00:48,360 I'm doing great, Robert, how are you? 15 00:00:48,560 --> 00:00:51,280 I'm good, I'm good. So I am super passionate about 16 00:00:51,280 --> 00:00:54,280 health and I'm super passionate about entrepreneurship. 17 00:00:54,280 --> 00:00:58,800 And you have eloquently combined them both into health 18 00:00:58,920 --> 00:01:01,040 preneurship, which is pretty freaking cool, man. 19 00:01:02,160 --> 00:01:03,600 Nice man. Yeah, it's it's just been a 20 00:01:03,600 --> 00:01:07,840 natural extension of my journey, so it's made the most sense. 21 00:01:07,960 --> 00:01:13,360 I started off very active, got into health later on and then 22 00:01:13,360 --> 00:01:15,680 started to recognize that a lot of other health professionals 23 00:01:15,680 --> 00:01:19,360 needed business help and kind of figured that piece out after 24 00:01:19,360 --> 00:01:21,600 many years of struggle. So it's just like the next 25 00:01:21,600 --> 00:01:22,680 chapter in my journey. Well. 26 00:01:23,160 --> 00:01:25,560 I want to peel the curtain back on the the back story, man, I 27 00:01:25,560 --> 00:01:28,280 love a good origin story. So you, you had, you had like a 28 00:01:28,280 --> 00:01:30,080 bunch of autoimmune issues in the beginning, right? 29 00:01:31,560 --> 00:01:35,040 Yeah, so I actually lost all my hair to an autoimmune condition 30 00:01:35,080 --> 00:01:39,800 at just before my 17th birthday. And for context, my dad's 31 00:01:39,800 --> 00:01:41,800 Moroccan. I had a lot of hair to begin 32 00:01:41,800 --> 00:01:44,120 with. And in the space of about six 33 00:01:44,120 --> 00:01:46,840 weeks, I lost all of it, including pubic hair, eyebrows, 34 00:01:46,840 --> 00:01:49,520 everything. So that was a big shock to the 35 00:01:49,520 --> 00:01:52,400 system. And at the time I was really 36 00:01:52,400 --> 00:01:54,400 active and fit. I was playing soccer at a very 37 00:01:54,400 --> 00:01:57,760 high level. My goal was to play a pro, and I 38 00:01:57,760 --> 00:01:59,560 was just really determined to make that happen. 39 00:01:59,560 --> 00:02:03,200 So I thought, OK, I'm, I'm, I'm fit, like I must be healthy. 40 00:02:03,200 --> 00:02:07,160 But apparently I wasn't. And that was a big wake up call 41 00:02:07,160 --> 00:02:10,320 for me because I had the fitness and kind of active lifestyle 42 00:02:10,320 --> 00:02:13,600 piece down. But I didn't realize that if you 43 00:02:13,600 --> 00:02:18,200 eat garbage all the time and your body is polluted from heavy 44 00:02:18,200 --> 00:02:22,640 metals, you know, all sorts of junk that may have been injected 45 00:02:22,640 --> 00:02:26,080 into the body if over years, at least in my case, all that 46 00:02:26,080 --> 00:02:29,400 compounded so that all, you know, culminated in that 47 00:02:29,400 --> 00:02:32,480 autoimmune condition. And it sent me on a journey to 48 00:02:32,480 --> 00:02:34,960 really figure out why that happens, to figure out how I 49 00:02:34,960 --> 00:02:36,520 could solve it, at least for myself. 50 00:02:37,640 --> 00:02:41,840 So for the next 8 years, you know, tried everything under the 51 00:02:41,840 --> 00:02:45,640 sun, visited all the different specialists, the doctors and, 52 00:02:45,800 --> 00:02:50,120 you know, all sorts of stuff. Nothing really provided a 53 00:02:50,640 --> 00:02:54,320 tenable, sustainable solution. And so I just kind of lived with 54 00:02:54,320 --> 00:02:57,040 it for, for that time. And you know, it was, it was 55 00:02:57,040 --> 00:02:59,520 there, but it didn't really compromise my day-to-day life 56 00:02:59,520 --> 00:03:01,000 other than just, you know, how I looked. 57 00:03:01,600 --> 00:03:03,960 The bigger thing for me to be honest was just really low 58 00:03:03,960 --> 00:03:06,840 energy. And I, and I, I was, I thought I 59 00:03:06,840 --> 00:03:10,160 was low energy or fatigue because I was just so active. 60 00:03:10,960 --> 00:03:14,760 And so for about 50% of my life, I was sleeping and I thought, 61 00:03:14,760 --> 00:03:17,000 oh, 'cause I'm playing soccer and training so much, I must be 62 00:03:17,000 --> 00:03:19,680 tired. And I realized that that maybe 63 00:03:19,680 --> 00:03:23,400 it wasn't the full picture. So I ended up playing pro soccer 64 00:03:23,400 --> 00:03:25,680 in my early 20s. I retired when I was just about 65 00:03:25,680 --> 00:03:28,840 25. And then I came back. 66 00:03:28,840 --> 00:03:30,520 I was playing in France. I came back to Toronto and 67 00:03:31,000 --> 00:03:34,160 started working as a trainer and nutritionist because I'd 68 00:03:34,160 --> 00:03:36,240 previously gone to school for kinesiology. 69 00:03:37,280 --> 00:03:41,640 And I wanted to further my, my understanding of nutrition 70 00:03:41,640 --> 00:03:43,680 because I really had no clue. Like even when I was playing 71 00:03:43,680 --> 00:03:47,880 soccer professionally, I was eating like traipse with Nutella 72 00:03:47,960 --> 00:03:50,880 a couple hours before a match. Like, I thought that was like 73 00:03:50,880 --> 00:03:52,880 normal. So I had no clue. 74 00:03:53,400 --> 00:03:56,160 And so I went back to school for nutrition. 75 00:03:56,160 --> 00:03:58,760 And then my eyes were just completely blown open. 76 00:03:58,840 --> 00:04:02,080 And I started to learn things about how to eat well that I 77 00:04:02,080 --> 00:04:04,920 started applying. And very, very quickly, I 78 00:04:04,920 --> 00:04:07,840 started to notice a very significant difference in terms 79 00:04:07,840 --> 00:04:10,680 of how I felt that I'd never experienced before. 80 00:04:10,720 --> 00:04:13,480 And it was probably the most significant moment of my life 81 00:04:14,000 --> 00:04:18,560 because it was like, Oh my God, like where it's been my whole 82 00:04:18,560 --> 00:04:21,240 life. And as a byproduct of feeling 83 00:04:21,240 --> 00:04:24,360 better, my hair re grew. So I re grew all my hair in it's 84 00:04:24,360 --> 00:04:27,600 face of about two months, although I kept my head shaved 85 00:04:27,600 --> 00:04:31,080 just because it was so natural to me at that point. 86 00:04:31,080 --> 00:04:34,880 But my eyebrows and facial hair, all that stuff came back and it 87 00:04:34,880 --> 00:04:38,120 was really powerful like that. And I just thought, I'm like, 88 00:04:38,120 --> 00:04:39,400 man, I got to share this with other people. 89 00:04:39,400 --> 00:04:41,720 So I actually started writing a book in the back of nutrition 90 00:04:41,720 --> 00:04:44,000 school and it was in the back burner for a while. 91 00:04:45,520 --> 00:04:48,720 But nine years later that initial book became a New York 92 00:04:48,720 --> 00:04:51,000 Times bestseller called the all day energy Diet. 93 00:04:51,400 --> 00:04:54,360 And during that process I built a very, very successful company 94 00:04:54,880 --> 00:04:59,920 online after seven years of the one-on-one grind in person seen, 95 00:05:00,000 --> 00:05:02,880 you know, clients all day long, which was great, but very, very 96 00:05:02,880 --> 00:05:06,680 exhausting. And you know, I, I felt that 97 00:05:07,160 --> 00:05:10,000 back in 2005 when I started my online business, I thought that 98 00:05:10,000 --> 00:05:14,000 was going to be the dream of laptop lifestyle, but it was, it 99 00:05:14,000 --> 00:05:16,400 was not easy at all. And I had to learn the hard way, 100 00:05:16,400 --> 00:05:19,800 like how to grow a business, how to get better at marketing, how 101 00:05:19,800 --> 00:05:23,760 to, you know, become known and seen because it doesn't matter 102 00:05:23,760 --> 00:05:25,320 how good you are, if known knows who you are. 103 00:05:25,320 --> 00:05:28,840 So I had to learn all of that. So in addition to my technical 104 00:05:28,840 --> 00:05:32,400 expertise as a trainer, nutritionist, I started to, to 105 00:05:32,400 --> 00:05:34,480 really develop the skills of being a business owner. 106 00:05:34,840 --> 00:05:37,320 And eventually, you know, we built that business to a very 107 00:05:37,320 --> 00:05:41,000 sizeable level, sold it about seven years ago. 108 00:05:41,640 --> 00:05:44,240 And during that process, a lot of other people in our space 109 00:05:44,240 --> 00:05:46,040 start asking me for business advice. 110 00:05:46,040 --> 00:05:48,600 And I thought, huh, maybe there's an opportunity here to 111 00:05:48,760 --> 00:05:51,840 serve more health professionals so they can help more people. 112 00:05:52,440 --> 00:05:54,120 And that's where Health Primer was born. 113 00:05:54,360 --> 00:05:57,040 And that's what we do is, is help health professionals who 114 00:05:57,040 --> 00:06:00,440 are amazing at what they do, But sadly, no one knows they exist. 115 00:06:00,600 --> 00:06:03,840 And we help them bridge that gap between their knowledge and the 116 00:06:03,840 --> 00:06:07,000 people they can serve in a way that's transformational, 117 00:06:07,000 --> 00:06:09,160 authentic, and without the grind. 118 00:06:09,200 --> 00:06:10,960 So that's that's the journey in a nutshell. 119 00:06:11,440 --> 00:06:12,800 I love it. OK, I definitely want to dive 120 00:06:12,800 --> 00:06:15,160 deeper. I've had several like my podcast 121 00:06:15,160 --> 00:06:17,640 is the key of savage podcast, but I talk about everything and 122 00:06:17,640 --> 00:06:20,800 I've had several health related or episodes as of late. 123 00:06:20,800 --> 00:06:23,240 So I'm just going to pull the curtain back and we'll dive full 124 00:06:23,240 --> 00:06:26,240 head on to the entrepreneurship business side of it because I 125 00:06:26,240 --> 00:06:29,000 think and that is often times not talked about enough. 126 00:06:29,920 --> 00:06:33,200 And like when you're in the health space, the like you've 127 00:06:33,200 --> 00:06:36,560 got a passion for working out, for eating the right foods, like 128 00:06:36,560 --> 00:06:39,680 the, the journey just, it always is. 129 00:06:39,920 --> 00:06:41,240 OK, I'm going to do one-on-one coaching. 130 00:06:41,240 --> 00:06:43,520 I'm going to start with people locally to me, I'm going to 131 00:06:43,520 --> 00:06:47,600 train my aunt, my uncle, charge them nothing like the worst 132 00:06:47,600 --> 00:06:49,920 clients because they're not being charged anything. 133 00:06:50,240 --> 00:06:51,680 And you just kind of scale up from there. 134 00:06:51,680 --> 00:06:53,640 And that's how so many people start. 135 00:06:54,160 --> 00:06:58,120 What what is the the primary avatar demographic of the 136 00:06:58,120 --> 00:07:00,440 typical client pool that you're working with within 137 00:07:00,840 --> 00:07:02,920 Healthpreneur? Yeah. 138 00:07:02,920 --> 00:07:07,920 So our bread and butter really are experienced health 139 00:07:07,920 --> 00:07:10,800 professionals who are the best of what they do. 140 00:07:10,840 --> 00:07:13,600 So a lot of them are. And it really, you know, it 141 00:07:13,600 --> 00:07:15,840 doesn't matter if they're a dietitian or medical doctor or a 142 00:07:15,840 --> 00:07:20,240 chiropractor or naturopath. Our best clients typically are 143 00:07:20,240 --> 00:07:23,040 those who see a better way of helping people. 144 00:07:23,040 --> 00:07:26,040 And they're typically root cause type of practitioners. 145 00:07:26,040 --> 00:07:28,960 So they don't just push pills, potions and magic powders. 146 00:07:29,480 --> 00:07:32,760 They actually help their clients, like solve their 147 00:07:32,760 --> 00:07:34,560 issues, like get to the root cause. 148 00:07:34,960 --> 00:07:38,720 So our, our part of our vision is to actually disrupt the 149 00:07:38,720 --> 00:07:41,120 healthcare system because I think it's, I mean, I don't 150 00:07:41,120 --> 00:07:44,240 think I know it's completely broken and it doesn't work in 151 00:07:44,240 --> 00:07:46,120 the slightest unless you have a broken leg. 152 00:07:46,120 --> 00:07:48,400 Cool. But for anything chronic, it's 153 00:07:48,400 --> 00:07:52,600 a, it's a joke. So part of our mission is to 154 00:07:53,200 --> 00:07:56,560 disrupt the broken system that doesn't serve the practitioner 155 00:07:56,560 --> 00:08:00,480 nor the patient and to ultimately equip practitioners 156 00:08:00,480 --> 00:08:02,920 with better vehicles to reach the people they want to serve 157 00:08:02,920 --> 00:08:06,600 who may not know they exist. So for us, the most important 158 00:08:06,600 --> 00:08:09,640 thing is like, you have to be an expert because I can't, I can't 159 00:08:09,640 --> 00:08:12,120 help you if you don't, if you're not good at what you do. 160 00:08:12,560 --> 00:08:14,960 That's the only prerequisite for me is like, you have to be an 161 00:08:14,960 --> 00:08:16,680 expert at what you do. Like you've already put in the 162 00:08:16,680 --> 00:08:19,080 time that you've spent a lot of money on school, you've worked 163 00:08:19,080 --> 00:08:20,440 with patients or clients already. 164 00:08:21,080 --> 00:08:25,720 And as long as you have somewhat of a big vision, like you don't 165 00:08:25,720 --> 00:08:28,240 just want to cover the bills and just get by. 166 00:08:28,800 --> 00:08:33,000 Those are the two biggest things like expertise and drive. 167 00:08:33,559 --> 00:08:35,919 Everything else is figure out able. 168 00:08:36,159 --> 00:08:39,600 It's not easy, but it's a million percent worth it to 169 00:08:39,600 --> 00:08:42,640 actually build a business that gives you more time and location 170 00:08:42,640 --> 00:08:45,520 freedom, that gives you more leverage so you're not having to 171 00:08:45,520 --> 00:08:48,200 trade time and money forever. That helps you unpack more 172 00:08:48,200 --> 00:08:52,120 lives. So it really comes down to those 173 00:08:52,120 --> 00:08:54,240 two things. So like having that expertise, 174 00:08:54,360 --> 00:08:56,640 having to drive. And I guess the third piece 175 00:08:56,640 --> 00:09:01,520 would be being willing to be the CEO of your business, not just 176 00:09:01,520 --> 00:09:03,960 the practitioner. Like you can't just work in your 177 00:09:03,960 --> 00:09:06,040 business forever. And if he wants you, that's 178 00:09:06,040 --> 00:09:09,880 fine, but you'll burn out. Like that's there's, there's no 179 00:09:09,880 --> 00:09:12,560 way around it. That's the biggest problem in a 180 00:09:12,560 --> 00:09:14,960 service based business is, is burn out. 181 00:09:15,640 --> 00:09:19,840 So being able to create systems and leverage around you while 182 00:09:19,840 --> 00:09:22,400 helping more people in a bigger way, in a better way. 183 00:09:23,160 --> 00:09:25,520 If someone's open minded to that, then those are really the 184 00:09:25,520 --> 00:09:26,760 ideal people we love to work with. 185 00:09:27,360 --> 00:09:31,000 And it's unfortunate because if you're truly an expert, that is, 186 00:09:31,080 --> 00:09:34,440 you know, doing innovative things, going against the status 187 00:09:34,440 --> 00:09:40,040 quo and just creating a new technique, a new form, a new a 188 00:09:40,040 --> 00:09:42,640 new service. Like when you're the best at 189 00:09:42,640 --> 00:09:46,360 anything that you do, it's hard to have and completely, you 190 00:09:46,360 --> 00:09:49,400 know, different bandwidth allocated to being the best in 191 00:09:49,400 --> 00:09:51,920 business you can be because ideally they are intertwined, 192 00:09:51,920 --> 00:09:56,240 but they both require quite a little lot of, you know, mental 193 00:09:56,240 --> 00:09:58,040 bandwidth. So I would imagine you've got 194 00:09:58,040 --> 00:10:02,360 quite a quite a large clamp pool that is amazing from a health 195 00:10:02,360 --> 00:10:05,320 standpoint, but have no idea how to go about it from a business 196 00:10:05,320 --> 00:10:06,360 standpoint. I may never have gone to 197 00:10:06,360 --> 00:10:08,840 Business School, and I went to Business School, but I honestly 198 00:10:08,840 --> 00:10:11,960 didn't really learn many applicable tasks in Business 199 00:10:11,960 --> 00:10:13,480 School. Most of mine learning was boots 200 00:10:13,480 --> 00:10:15,720 on the ground. So I think a lot of people just 201 00:10:15,720 --> 00:10:20,080 lack the basic fundamental business skills that would allow 202 00:10:20,080 --> 00:10:23,880 them to scale their practice. Yeah, 100%. 203 00:10:23,920 --> 00:10:27,040 And you know, like we have two categories of clients, like 204 00:10:27,160 --> 00:10:31,240 either people who've tried things before, like they've 205 00:10:31,240 --> 00:10:34,000 invested in courses rather coaching programs and they've 206 00:10:34,000 --> 00:10:37,920 started to build some of the skills around marketing, 207 00:10:37,920 --> 00:10:41,920 messaging, sales, etcetera. And those people typically move 208 00:10:41,920 --> 00:10:43,920 faster, right, because they have more of a foundation. 209 00:10:44,400 --> 00:10:46,840 And then others are completely wet behind the ears. 210 00:10:47,280 --> 00:10:49,120 And maybe they already have a clinic or a gym. 211 00:10:49,800 --> 00:10:51,840 And that's also a good foundation because if they've 212 00:10:51,840 --> 00:10:54,600 had success there, like a lot of that stuff is transferable. 213 00:10:55,240 --> 00:10:59,320 Even though the difference in a brick and mortar is that people 214 00:10:59,320 --> 00:11:03,800 fall into your lap pretty much online, that never happens. 215 00:11:04,120 --> 00:11:06,400 Like you actually have to proactively put yourself out 216 00:11:06,400 --> 00:11:10,680 there. So there are nuances to becoming 217 00:11:10,680 --> 00:11:12,560 a better communicator. That's essentially the most 218 00:11:12,560 --> 00:11:15,160 important skill we help our clients develop is, is becoming 219 00:11:15,160 --> 00:11:17,640 a better communicator, whether that's in the written word, 220 00:11:17,640 --> 00:11:20,560 spoken word, being able to speak with people 1 to one, one to 221 00:11:20,560 --> 00:11:23,760 many. The more influential persuasive 222 00:11:24,680 --> 00:11:27,480 you are in that, the better off you will be in business. 223 00:11:28,080 --> 00:11:31,480 So, but again, it's everything's a learnable skill. 224 00:11:31,480 --> 00:11:36,360 Like when I started in business, I was an exceptional strength 225 00:11:36,360 --> 00:11:38,480 and conditioning coach, nutritionist. 226 00:11:39,120 --> 00:11:42,720 I was very good at helping people transform their body and 227 00:11:42,720 --> 00:11:45,040 their health. I had no clue about how to build 228 00:11:45,040 --> 00:11:47,720 a business. And I learned the problem that 229 00:11:47,720 --> 00:11:50,960 I, the, the problem that I ran into was I, I tried to learn it 230 00:11:50,960 --> 00:11:54,480 by myself, which is kind of ridiculous now that I think 231 00:11:54,480 --> 00:11:58,720 about it, because I spent 4, you know, five years in school, a 232 00:11:58,720 --> 00:12:02,920 lot of money to learn my technical skills, yet I didn't 233 00:12:02,920 --> 00:12:04,040 do the same on the business side. 234 00:12:04,960 --> 00:12:07,560 But all of that changed when I hired my first business coach 235 00:12:08,320 --> 00:12:10,880 three years after dealing with poverty and incoming business, 236 00:12:11,440 --> 00:12:15,160 because when I hired a coach who had actually been where I want 237 00:12:15,160 --> 00:12:18,480 to go, then it was like, cool. Like I was certain to be. 238 00:12:18,480 --> 00:12:23,640 I was, I was being exposed to concepts, ways of thinking, 239 00:12:24,560 --> 00:12:26,480 different skills that I had to build. 240 00:12:26,600 --> 00:12:28,280 And then it was just a matter of putting that stuff into 241 00:12:28,280 --> 00:12:30,920 practice. And there isn't like part of it 242 00:12:30,920 --> 00:12:33,200 is awareness, like understanding, like, here's what 243 00:12:33,200 --> 00:12:34,760 you need to do. Like that's like the first 244 00:12:34,760 --> 00:12:36,680 thing. The second thing is knowing how 245 00:12:36,680 --> 00:12:39,640 to do it well, which is obviously the benefit of having 246 00:12:39,640 --> 00:12:43,360 the right type of mentor. And 3rd is just doing it over 247 00:12:43,360 --> 00:12:45,960 and over again so you can become proficient at it. 248 00:12:45,960 --> 00:12:48,320 And that's kind of like the three-step process to your 249 00:12:48,320 --> 00:12:53,000 mastery in anything. And everyone has that same 250 00:12:53,000 --> 00:12:54,840 capability. It's just understanding, OK, 251 00:12:54,840 --> 00:12:57,280 well, here's what I need to do. Here's how I do it well, and let 252 00:12:57,280 --> 00:12:58,400 me just do it over and over again. 253 00:12:58,960 --> 00:13:02,200 And so if you're, you know, a technical expert, you know, as a 254 00:13:02,200 --> 00:13:05,880 doctor or a functional practitioner or a trainer, it 255 00:13:05,880 --> 00:13:08,120 doesn't matter. It's like you have like that 256 00:13:08,120 --> 00:13:11,160 skill you have is never going to leave you. 257 00:13:11,160 --> 00:13:15,640 Like you could, you could lose your, your license, your, the 258 00:13:15,640 --> 00:13:17,760 letters behind your name. Not that we'd want that to 259 00:13:17,760 --> 00:13:20,720 happen necessarily, but if you ever did, it doesn't mean you 260 00:13:20,720 --> 00:13:24,200 lose your knowledge of how to help someone improve their 261 00:13:24,200 --> 00:13:26,840 health. So it's like you have that cool, 262 00:13:26,840 --> 00:13:28,240 put that in the back burner for a second. 263 00:13:28,240 --> 00:13:31,360 And now we have to put a bit more time and focus into 264 00:13:31,360 --> 00:13:35,480 building the skills on the business side that you simply 265 00:13:35,480 --> 00:13:38,120 don't have yet. And that's going to come down to 266 00:13:38,600 --> 00:13:40,320 communication as a large umbrella. 267 00:13:40,320 --> 00:13:43,240 But if we break that down, it's going to come down to lead 268 00:13:43,240 --> 00:13:47,720 generation, lead nurture, sales, conversion, delivery, retention, 269 00:13:47,720 --> 00:13:50,040 ascension. And these are all skills that 270 00:13:50,280 --> 00:13:52,280 anyone can learn, right? It doesn't matter if you know 271 00:13:52,280 --> 00:13:55,520 you don't have to be a superhero or genetically gifted. 272 00:13:55,520 --> 00:13:57,240 It's just a matter of desire to want to learn it. 273 00:13:57,600 --> 00:14:01,480 Because if you see the payoff that it creates in helping you 274 00:14:01,480 --> 00:14:04,520 amplify your message, because if you want to reach, teach, and 275 00:14:04,520 --> 00:14:07,000 influence more people, that's never going to happen if no one 276 00:14:07,000 --> 00:14:09,760 knows you exist. And marketing is simply the 277 00:14:09,760 --> 00:14:12,800 ability to help people see that you actually exist. 278 00:14:13,400 --> 00:14:15,760 And that's a very, very important skill in today's day 279 00:14:15,760 --> 00:14:17,920 and age. Totally agree. 280 00:14:17,920 --> 00:14:20,080 The unfortunate thing is that a lot of these people that are 281 00:14:20,080 --> 00:14:24,520 experts in their field that have the mode motivation and drive to 282 00:14:24,520 --> 00:14:28,000 create their own, you know, business to begin with are often 283 00:14:28,000 --> 00:14:32,280 times plagued with this inability to relinquish control 284 00:14:32,920 --> 00:14:35,080 and they want to do everything themselves. 285 00:14:35,080 --> 00:14:37,080 I'm going to go through this. I think we all probably are to 286 00:14:37,080 --> 00:14:39,360 some extent because we're all like type A personalities that 287 00:14:39,360 --> 00:14:42,880 are just go, go, go. And we know that the 288 00:14:42,880 --> 00:14:45,160 information's out there like how to build a successful, 289 00:14:45,160 --> 00:14:47,960 profitable business. That information exists for free 290 00:14:47,960 --> 00:14:52,440 online, but the problem is there's so much information that 291 00:14:52,440 --> 00:14:57,240 you can easily get sidetracked, distracted, and not know which 292 00:14:57,240 --> 00:15:00,200 way to turn. And I feel like that's where a 293 00:15:00,200 --> 00:15:02,080 lot of people get hung up because they're trying to do 294 00:15:02,080 --> 00:15:05,840 everything themselves, muscle through it, and they just lose 295 00:15:05,840 --> 00:15:09,680 so much time in the process. Yeah, 100%. 296 00:15:09,680 --> 00:15:13,360 I mean, I would consider myself a pretty, you know, I'm not 297 00:15:13,360 --> 00:15:15,920 going to call myself a control freak, but you know, in that, in 298 00:15:15,920 --> 00:15:19,640 that, in that genre. But the reality is like, I think 299 00:15:19,640 --> 00:15:22,440 there's a lot of benefit to being a very controlling type of 300 00:15:22,560 --> 00:15:24,400 person. And I, and I say that in, in not 301 00:15:24,400 --> 00:15:27,240 a way you're controlling people, but like, you just want to be, 302 00:15:27,800 --> 00:15:31,000 you want to have your hands and the whole thing because it means 303 00:15:31,000 --> 00:15:32,840 you care. Like it means you give a shit. 304 00:15:32,920 --> 00:15:35,840 And I think that's really important in a world where most 305 00:15:35,840 --> 00:15:38,520 businesses are very, very mediocre at best. 306 00:15:39,160 --> 00:15:42,920 And it doesn't mean that you have to control every aspect of 307 00:15:42,920 --> 00:15:47,000 the business, but there's an aspect of like, I care enough so 308 00:15:47,000 --> 00:15:50,680 that when I have other people working with me, there's going 309 00:15:50,680 --> 00:15:53,960 to be a certain level of standard and principles adhered 310 00:15:53,960 --> 00:15:57,880 to that will ensure that our clients and business have this 311 00:15:57,880 --> 00:16:00,360 just great experience and reputation. 312 00:16:01,160 --> 00:16:05,000 So, but on the on the flip side of that, be like there's, 313 00:16:05,000 --> 00:16:06,520 there's two sides to the spectrum. 314 00:16:06,520 --> 00:16:08,320 One is control, the other is freedom. 315 00:16:08,840 --> 00:16:11,960 And you can't really have both to the fullest. 316 00:16:11,960 --> 00:16:15,320 Like if you want to be controlling about everything, 317 00:16:15,600 --> 00:16:17,280 then you will never have any freedom. 318 00:16:17,640 --> 00:16:22,680 And the goal in business is to continually give away more 319 00:16:22,680 --> 00:16:25,200 control so you can regain more freedom. 320 00:16:25,720 --> 00:16:28,360 And freedom is not necessarily like doing nothing and chilling 321 00:16:28,360 --> 00:16:30,960 at the beach. It's the ability to choose. 322 00:16:31,000 --> 00:16:33,520 It's the ability to choose what you want to do with your time. 323 00:16:33,960 --> 00:16:37,320 And I love working. I work harder now than I did 324 00:16:37,320 --> 00:16:39,040 when I was a Burnt Air personal trainer. 325 00:16:39,080 --> 00:16:42,440 But the difference is choice. Like I had to train. 326 00:16:42,440 --> 00:16:44,280 I had to do that back in the day. 327 00:16:44,680 --> 00:16:46,800 I choose to wake up at 5:00 in the morning. 328 00:16:46,800 --> 00:16:50,680 I choose to, you know, work 4050 to 60 hour weeks because I love 329 00:16:50,680 --> 00:16:53,160 the work I do. And I could choose not to work 330 00:16:53,160 --> 00:16:55,200 and it would make, you know, little to no difference to my 331 00:16:55,200 --> 00:16:57,200 business. But because I want to build a 332 00:16:57,200 --> 00:17:00,240 very, very big brand that it would last my life. 333 00:17:00,960 --> 00:17:03,840 And I love the work I do. It's, it's very fulfilling for 334 00:17:03,840 --> 00:17:06,520 me. So my goal is to continually 335 00:17:06,520 --> 00:17:10,240 audit what I'm doing with my time and saying, is this my 336 00:17:10,240 --> 00:17:11,800 task? Is this the most important thing 337 00:17:11,800 --> 00:17:14,400 for me to do? Is this my genius zone? 338 00:17:15,040 --> 00:17:18,119 If not, I always have to be looking at how do I delegate 339 00:17:18,119 --> 00:17:21,720 this and elevate? How do I delegate this to 340 00:17:21,720 --> 00:17:23,560 someone else? How do I train them up, coach 341 00:17:23,560 --> 00:17:27,440 them up to a point where they're at least 80% or better than what 342 00:17:27,440 --> 00:17:29,560 I could do. And that's good enough that I 343 00:17:29,560 --> 00:17:32,480 can move on to higher level, higher leverage activities. 344 00:17:33,160 --> 00:17:36,240 But you know, early on in my business, like I didn't do that 345 00:17:36,240 --> 00:17:37,480 stuff. Like I was doing everything. 346 00:17:37,480 --> 00:17:42,800 I was building websites on Dreamweaver, like learning HTML. 347 00:17:43,440 --> 00:17:48,360 And it's actually to, to, to my detriment, something I still 348 00:17:48,360 --> 00:17:50,760 understand because I can very easily get back in the weeds 349 00:17:50,760 --> 00:17:54,680 because I know that stuff. So sometimes the benefit of 350 00:17:55,000 --> 00:17:58,520 bootstrapping and learning everything yourself is also the 351 00:17:58,520 --> 00:18:01,120 very thing that holds you back because you can also do 352 00:18:01,120 --> 00:18:03,760 everything yourself. And sometimes we're like, well, 353 00:18:03,760 --> 00:18:06,040 I could just do it quicker as opposed to giving it to someone 354 00:18:06,040 --> 00:18:07,760 else and going back and forth with them a bit. 355 00:18:08,360 --> 00:18:11,720 But in the long term, unless you're able to relinquish 356 00:18:11,720 --> 00:18:14,280 control, you're never going to be able to scale because you 357 00:18:14,280 --> 00:18:18,480 will always be the bottleneck. When for you personally did you 358 00:18:18,480 --> 00:18:21,480 feel like you were on the brink of burnout and that this just 359 00:18:21,480 --> 00:18:24,120 was not sustainable? And what was the catalyst for 360 00:18:24,120 --> 00:18:26,640 you when you recognize? That you had. 361 00:18:26,640 --> 00:18:28,640 To switch gears. Yeah, there were. 362 00:18:28,640 --> 00:18:33,240 There were two moments, one in person, I remember I would like 363 00:18:33,240 --> 00:18:37,200 a typical day for me would have been wake up at 6, rushed out of 364 00:18:37,200 --> 00:18:41,000 the house or I should say tiny third floor apartment at the 365 00:18:41,000 --> 00:18:46,240 time rush across the city for 7:00 AM client and I remember, 366 00:18:46,800 --> 00:18:49,200 you know, I'd be I'd be there all day like at the gym or, you 367 00:18:49,200 --> 00:18:52,000 know, going from client to client until 7:00 tonight. 368 00:18:52,600 --> 00:18:58,520 And I remember 1 morning I was driving to a client's condo and 369 00:18:59,320 --> 00:19:00,560 you know, it's like dead of the winter. 370 00:19:00,560 --> 00:19:03,880 I live in Toronto, freezing cold and all this nonsense. 371 00:19:04,440 --> 00:19:06,760 And I park in the garage. I'm looking at the concrete wall 372 00:19:06,760 --> 00:19:09,640 in front of me and I'm asking myself, the hell am I doing? 373 00:19:10,240 --> 00:19:13,520 Like, what am I doing here? This is as much as I enjoy 374 00:19:13,520 --> 00:19:15,360 working with these clients, like what am I doing? 375 00:19:15,640 --> 00:19:16,840 This is not the life I want to live. 376 00:19:16,840 --> 00:19:18,240 This is not where I want to be in the future. 377 00:19:19,240 --> 00:19:22,040 And that was a that was a moment where I was like, this, this has 378 00:19:22,040 --> 00:19:23,760 to stop. And that was a big I got. 379 00:19:23,760 --> 00:19:26,600 I just got pissed off. And that started to become a 380 00:19:26,600 --> 00:19:31,760 really big motivator for me to start making, taking the first 381 00:19:31,760 --> 00:19:35,560 steps to start into a more emphasis to build my online 382 00:19:35,560 --> 00:19:38,040 business. And then the second thing, which 383 00:19:38,040 --> 00:19:41,800 was not so much of A burnout thing, the more of a recognition 384 00:19:41,800 --> 00:19:44,640 that the business model of one-on-one was never going to 385 00:19:44,640 --> 00:19:50,160 get me where I want to go was, was I'd saved up a good amount 386 00:19:50,160 --> 00:19:54,160 of money, I guess relative at the time, to go on a six week 387 00:19:54,160 --> 00:19:56,320 trip with my then girlfriend, now wife. 388 00:19:56,320 --> 00:20:00,640 We went to Europe for six weeks. And I remember while I was over 389 00:20:00,640 --> 00:20:04,120 there, I wasn't working, so I had no money coming in. 390 00:20:04,160 --> 00:20:08,360 And every single time we bought anything, whether it was a 391 00:20:08,360 --> 00:20:11,720 coffee or food or anything, that money went down. 392 00:20:12,280 --> 00:20:15,360 And it was the worst feeling in the world knowing that I, I 393 00:20:15,480 --> 00:20:19,160 like, it's probably the most scarce I've ever felt because 394 00:20:19,160 --> 00:20:21,840 money was leaving and nothing was coming in. 395 00:20:22,360 --> 00:20:25,600 And I thought to myself, I never want to experience this again. 396 00:20:25,600 --> 00:20:30,120 I want to be able to travel like this and also help people and 397 00:20:30,120 --> 00:20:32,960 make money without me needing to be there. 398 00:20:33,440 --> 00:20:37,800 And that was those two moments were really big for catalyzing 399 00:20:37,800 --> 00:20:39,800 my movements and building my online business. 400 00:20:40,280 --> 00:20:42,400 And then you know that that started that. 401 00:20:42,920 --> 00:20:46,760 But even with that first online health business, it was a very 402 00:20:46,760 --> 00:20:49,240 complex business. Like we helped half a million 403 00:20:49,240 --> 00:20:52,720 people. We had a, we had probably by the 404 00:20:52,720 --> 00:20:55,280 end of it close to 100 different products. 405 00:20:55,280 --> 00:20:59,800 When I say products, I mean like e-books, courses, supplements, 406 00:21:00,360 --> 00:21:02,040 everything. Like it was very, very 407 00:21:02,040 --> 00:21:06,080 complicated. And we instead of focusing, we 408 00:21:06,080 --> 00:21:08,960 just kept adding. And I started to recognize that 409 00:21:08,960 --> 00:21:13,720 like the business was I, I like, I wanted to get out of the 410 00:21:13,720 --> 00:21:15,520 business. Not that it wasn't doing well, 411 00:21:15,520 --> 00:21:17,720 it's just I wanted to get out of it because it was a nightmare 412 00:21:17,720 --> 00:21:20,280 like I was, it was like every month it's like, what are we 413 00:21:20,280 --> 00:21:21,880 promoting next? Like tomorrow, what are we 414 00:21:21,880 --> 00:21:25,560 pushing to make money like it was non-stop like a promotional 415 00:21:25,560 --> 00:21:27,840 machine. And although the stuff we were 416 00:21:27,840 --> 00:21:31,680 doing was very helpful and the products were excellent, I just 417 00:21:31,680 --> 00:21:35,880 didn't like the business model. I didn't like the fact that we 418 00:21:35,880 --> 00:21:39,560 had to keep pushing and promoting just to make sense on 419 00:21:39,560 --> 00:21:42,520 the back end of acquiring customers at a loss in the front 420 00:21:42,520 --> 00:21:46,040 end. And I started to see the 421 00:21:46,040 --> 00:21:49,640 landscape shift because in 2005, you know, you could sell an 422 00:21:49,640 --> 00:21:56,280 e-book for 50 bucks and by 2015 that same e-book was a 10,000 423 00:21:56,280 --> 00:22:01,440 word blog post for free. And so things very like very 424 00:22:01,440 --> 00:22:06,200 quickly shifted over that time. And I started to look at, you 425 00:22:06,200 --> 00:22:09,760 know, like, am I really being fulfilled selling products to 426 00:22:09,760 --> 00:22:13,200 people that I don't even know? And I wasn't very happy in that 427 00:22:13,200 --> 00:22:16,520 business and I was burnt out because it was just like this 428 00:22:16,520 --> 00:22:19,360 non-stop. It wasn't burnout from 429 00:22:19,360 --> 00:22:21,920 one-on-one like I had in person. It was a different burnout. 430 00:22:21,920 --> 00:22:25,240 It was a burnout of of just being on this hamster wiggle of 431 00:22:25,240 --> 00:22:28,400 constantly churning out new products and new promotions. 432 00:22:28,840 --> 00:22:32,240 And again, not from a place of choice, but from a place of 433 00:22:32,240 --> 00:22:35,000 necessity. And I'm like, I never want to do 434 00:22:35,000 --> 00:22:37,160 this again. And those are probably like the 435 00:22:37,160 --> 00:22:39,960 two biggest moments of burnout that I'd experienced. 436 00:22:40,240 --> 00:22:42,520 And how old were you at both those moments, if you don't mind 437 00:22:42,520 --> 00:22:45,960 me asking? Early on in person would have 438 00:22:45,960 --> 00:22:57,680 been 202829 and then I'd say probably by 3334 with the online 439 00:22:57,680 --> 00:22:59,080 business. Gotcha. 440 00:23:00,120 --> 00:23:01,600 Yeah, I. Feel like, I mean I was AI was a 441 00:23:01,600 --> 00:23:03,000 late bloomer with the online stuff. 442 00:23:03,000 --> 00:23:05,240 I mean I look at guys now they're like 18/19/20. 443 00:23:05,560 --> 00:23:09,360 I'm like dude I didn't get any traction online until I was like 444 00:23:09,360 --> 00:23:12,480 3031. So like, good on you for 445 00:23:12,480 --> 00:23:13,880 starting early. Totally. 446 00:23:14,400 --> 00:23:17,440 What what are the, the main common denominators or pitfalls 447 00:23:17,440 --> 00:23:21,320 you're seeing people make as they're going through as that 448 00:23:21,320 --> 00:23:24,160 they're onboarding with you And like, I'm assuming they're doing 449 00:23:24,160 --> 00:23:26,360 the one-on-one model. They've got a great product or 450 00:23:26,360 --> 00:23:30,080 service, they're trying to scale it and they're just not getting 451 00:23:30,480 --> 00:23:32,440 any traction doing so. Or maybe they've reached a point 452 00:23:32,440 --> 00:23:34,600 where they recognize that the one-on-one is just simply not 453 00:23:34,600 --> 00:23:37,000 scalable. It's trading time for money and 454 00:23:37,000 --> 00:23:38,840 that's just no bueno after a certain point. 455 00:23:39,120 --> 00:23:40,960 So like what? What is the common denominator 456 00:23:40,960 --> 00:23:42,840 that you're seeing in the majority of the people? 457 00:23:44,120 --> 00:23:48,280 So I'll, I'll kind of talk about like clients and just our market 458 00:23:48,280 --> 00:23:51,080 in general, which I think is applicable to any entrepreneur. 459 00:23:51,560 --> 00:23:55,120 I'd say the first thing is just very short sighted, like they're 460 00:23:55,120 --> 00:23:59,920 looking for very fast results. And I think that creates a lot 461 00:23:59,920 --> 00:24:03,520 of problems because I, I think we're pretty honest in our 462 00:24:03,520 --> 00:24:05,160 marketing. We don't tell people it's going 463 00:24:05,160 --> 00:24:06,200 to be easy. We tell them it's going to be 464 00:24:06,200 --> 00:24:08,080 the hardest thing to ever do, but it's a million percent worth 465 00:24:08,080 --> 00:24:10,000 it. And like, yeah, like we can 466 00:24:10,000 --> 00:24:12,240 guarantee a path. We can't guarantee the results 467 00:24:12,240 --> 00:24:14,320 because like you have to do the work. 468 00:24:15,040 --> 00:24:17,840 So we try to be very clear with people expectation wise. 469 00:24:18,320 --> 00:24:21,080 But the biggest problem is when people expect things to be 470 00:24:21,080 --> 00:24:25,160 easier or faster because resetting expectations is very 471 00:24:25,160 --> 00:24:29,240 challenging. But I think in general, people 472 00:24:29,240 --> 00:24:32,720 have to understand, especially online, although technology is 473 00:24:32,720 --> 00:24:36,640 an amazing amplifier, it's very hard to build the business 474 00:24:36,640 --> 00:24:40,280 online because obscurity is the biggest danger everyone faces. 475 00:24:40,280 --> 00:24:44,440 No one knows to be exist. And you have to hustle initially 476 00:24:44,880 --> 00:24:47,680 to do what you got to do to, to become more visible. 477 00:24:47,680 --> 00:24:49,960 And then over time you can employ more leverage in the form 478 00:24:49,960 --> 00:24:52,560 of systems, advertising people, etcetera. 479 00:24:53,080 --> 00:24:54,920 But it's not easy in the slightest. 480 00:24:54,920 --> 00:24:58,600 Like in a brick and mortar, people walk by your your 481 00:24:58,600 --> 00:25:00,880 storefronts and they walk in cool. 482 00:25:01,200 --> 00:25:03,200 That never happens online. Like never. 483 00:25:03,760 --> 00:25:07,960 And so being very realistic about what it actually takes to 484 00:25:07,960 --> 00:25:12,160 succeed online, I think a lot of people are delusional about, oh, 485 00:25:12,160 --> 00:25:14,160 it's going to be like, I was delusional when I came online. 486 00:25:14,160 --> 00:25:15,880 I'm like, oh, I'm going to live the laptop lifestyle. 487 00:25:15,880 --> 00:25:18,280 I'm going to write an e-book and sell it and like make millions 488 00:25:18,280 --> 00:25:20,440 doing nothing. It didn't happen. 489 00:25:20,840 --> 00:25:24,720 So like the work required is, is significant. 490 00:25:24,720 --> 00:25:27,720 But the thing too is like once you do the work and you do the 491 00:25:27,720 --> 00:25:31,200 right work, you're creating assets and a tremendous amount 492 00:25:31,200 --> 00:25:34,320 of leverage that will work for you forever if you're doing 493 00:25:34,320 --> 00:25:39,240 things you know, properly. So as long as someone is willing 494 00:25:39,240 --> 00:25:42,880 to put in a short quote UN quote, short term effort for 495 00:25:42,880 --> 00:25:46,360 long term gain, I think it's, it's very important to 496 00:25:46,360 --> 00:25:48,040 understand what short term looks like. 497 00:25:48,040 --> 00:25:50,000 It's not a month, it's not six months. 498 00:25:50,000 --> 00:25:51,880 Sometimes it's not even a year, right? 499 00:25:52,400 --> 00:25:56,520 It might be one 2-3 years before people hit their, you know, 500 00:25:56,520 --> 00:25:59,200 their breakthrough. But it's all very, very 501 00:25:59,200 --> 00:26:02,560 important because when I say, like a lot of people are looking 502 00:26:02,560 --> 00:26:04,840 for short term results, part of the problem is like, you know, 503 00:26:04,840 --> 00:26:08,320 like we're seeing all the flash around us, right? 504 00:26:08,320 --> 00:26:11,040 All the bells and whistles, the bling, all the nonsense. 505 00:26:11,400 --> 00:26:13,880 And we think that that's going to happen very quickly. 506 00:26:14,280 --> 00:26:16,240 And it can happen quickly depending on the type of 507 00:26:16,240 --> 00:26:19,200 business model you have and the skill set you have. 508 00:26:19,480 --> 00:26:22,160 But at the same time, it's like, don't expect it to happen 509 00:26:22,160 --> 00:26:23,560 quickly. Like for us, if we're talking 510 00:26:23,560 --> 00:26:26,360 with the medical Doctor Who's been in school for 10 years, so 511 00:26:26,360 --> 00:26:28,880 like it took you 10 years to become a medical doctor, what 512 00:26:28,880 --> 00:26:30,720 makes you think you're going to become like this world class 513 00:26:30,720 --> 00:26:34,680 business owner in 10 weeks? Like it's delusional right now. 514 00:26:34,880 --> 00:26:36,560 It's not going to take you 10 years. 515 00:26:36,800 --> 00:26:40,840 But can you commit to this for the next 12 months at least so 516 00:26:40,840 --> 00:26:43,760 that we can build the foundation like you would in a skyscraper 517 00:26:43,760 --> 00:26:46,680 so that when you start building the floors above ground, they go 518 00:26:46,680 --> 00:26:50,040 up a lot faster. So that short sightedness is a 519 00:26:50,040 --> 00:26:53,640 very big problem in a world where everyone wants quick 520 00:26:53,640 --> 00:26:55,880 fixes. I'd say that's the first kind of 521 00:26:55,880 --> 00:27:00,000 big pitfall because what happens is people start something, they 522 00:27:00,000 --> 00:27:02,360 don't see the results and then they're like, I'm going to do 523 00:27:02,360 --> 00:27:05,080 something different and they go right back to Ground Zero and 524 00:27:05,080 --> 00:27:08,880 they start all over again. As opposed to recognizing the 525 00:27:08,880 --> 00:27:11,920 foundation they're building and continuing to build on that with 526 00:27:11,920 --> 00:27:15,160 a longer term perspective. Yeah, 100% agree. 527 00:27:15,160 --> 00:27:18,080 I feel like there's so many people, especially with content 528 00:27:18,080 --> 00:27:22,280 creation because like online, you're the marketing efforts are 529 00:27:22,280 --> 00:27:24,640 a direct result of the amount and quality of the content 530 00:27:24,640 --> 00:27:26,840 you're producing. And like with podcasts as an 531 00:27:26,840 --> 00:27:29,680 example, like this is episode 700 something of this podcast. 532 00:27:29,920 --> 00:27:33,520 I've been doing this for 2000 since 2016, 2018 podcasting. 533 00:27:33,880 --> 00:27:36,360 So many people get in and have three podcast episodes and they 534 00:27:36,360 --> 00:27:39,000 throw in the towel. Like you have to endure the 535 00:27:39,000 --> 00:27:42,080 length of time to get noticed with online content creation. 536 00:27:42,840 --> 00:27:45,760 Yeah, I'm sure like the first year of the podcast wasn't like 537 00:27:45,760 --> 00:27:49,080 a massive success for you in terms of downloads, right? 538 00:27:49,240 --> 00:27:51,800 No. Yeah, like it's, I remember I 539 00:27:51,800 --> 00:27:55,400 was on Lewis House's School of Greatness a number of years ago 540 00:27:55,400 --> 00:27:58,200 and I was at his place and I remember him telling me he's 541 00:27:58,200 --> 00:28:01,680 like, honestly, man, like where he was at the time. 542 00:28:01,680 --> 00:28:03,640 He's like, we're just at the point where we're starting to 543 00:28:03,640 --> 00:28:06,000 see the inflection. And this is three years after he 544 00:28:06,000 --> 00:28:08,880 started the podcast. And I was like, yeah, like that. 545 00:28:08,880 --> 00:28:12,440 That's amazing. And it's it like no one is like, 546 00:28:12,440 --> 00:28:14,240 no one is exempt from the journey. 547 00:28:15,040 --> 00:28:16,720 Like you just, you have to go through it. 548 00:28:16,720 --> 00:28:21,840 And it's nice because you don't need any special superpowers. 549 00:28:22,240 --> 00:28:24,960 You know, you just keep like persistence and longevity, I 550 00:28:24,960 --> 00:28:27,160 think are the two most important things in business. 551 00:28:27,560 --> 00:28:29,600 The only reason that I'm here is like, I've been at this now for 552 00:28:29,600 --> 00:28:31,640 20 years. And like, you don't stay in 553 00:28:31,640 --> 00:28:34,400 business for 20 years if the business is not profitable, if 554 00:28:34,400 --> 00:28:36,720 the business has a bad reputation, if you're doing 555 00:28:36,720 --> 00:28:38,680 shady stuff, you don't last for 20 years. 556 00:28:39,120 --> 00:28:42,800 And I think part of the reason I've been able to last so long 557 00:28:42,800 --> 00:28:46,880 is because for me, my reputation matters more than anything else. 558 00:28:46,880 --> 00:28:48,600 And I would never do anything to shortcut that. 559 00:28:48,600 --> 00:28:52,600 So I'm always looking at taking the highest path, you know, 560 00:28:52,600 --> 00:28:54,480 wherever possible. And I was thinking long term, 561 00:28:55,280 --> 00:28:56,760 like this current business health printer. 562 00:28:56,760 --> 00:28:59,000 I have no intention to sell it, although we could. 563 00:28:59,080 --> 00:29:01,440 It's, it's built to sell, but I've no intention of doing so. 564 00:29:01,920 --> 00:29:05,080 And I want to build a business that becomes as recognizable as 565 00:29:05,080 --> 00:29:08,280 Coca-Cola, but with a better, you know, connotation to it. 566 00:29:08,800 --> 00:29:11,560 And that's going to take a long time, But I'm OK because I, I, I 567 00:29:11,600 --> 00:29:14,720 firmly believe in what we're doing and I see the results are 568 00:29:14,720 --> 00:29:17,760 our clients are getting with their with their clients. 569 00:29:18,040 --> 00:29:21,080 So helping couples conceive naturally who had dropped 570 00:29:21,080 --> 00:29:25,360 $40,000 in IVF with no results like all sorts of stories. 571 00:29:25,360 --> 00:29:28,920 And This is why we exist is to help those clients improve their 572 00:29:28,920 --> 00:29:31,280 health. And it's, you know, being 573 00:29:31,280 --> 00:29:37,200 alliance with a bigger time frame, a bigger, bigger longer 574 00:29:37,200 --> 00:29:40,720 term view, I think is very closely aligned with the type of 575 00:29:40,720 --> 00:29:43,160 business you're running in, like why you're doing it. 576 00:29:43,760 --> 00:29:46,960 So I think having an origin story that is very connected to 577 00:29:47,000 --> 00:29:48,960 your business is important because if you're not really 578 00:29:48,960 --> 00:29:51,000 connected to the business, you're not going to want to stay 579 00:29:51,000 --> 00:29:54,600 in the business. And so, you know, being part of 580 00:29:54,600 --> 00:29:58,360 something that you've really, really in your DNA believe is 581 00:29:58,360 --> 00:30:01,840 your life's work is very important because anyone can 582 00:30:01,840 --> 00:30:05,560 make money, but like, who cares? Like you're going to make poor 583 00:30:05,560 --> 00:30:08,160 decisions if it's all about the money, if it's short sighted, 584 00:30:08,800 --> 00:30:11,320 it's, you know, it's, it's only a matter of time before that 585 00:30:11,320 --> 00:30:15,080 type of business fizzles out. So I think that's one of the 586 00:30:15,080 --> 00:30:19,200 biggest ones is just the philosophical approach to like 587 00:30:19,200 --> 00:30:23,040 how we look at the business and it's growth and, and, and what 588 00:30:23,040 --> 00:30:26,080 is if you think of like goal setting anyways? 589 00:30:26,080 --> 00:30:29,360 Like it's all just subjective. Like, oh, I'm going to like I 590 00:30:29,360 --> 00:30:31,400 got to make $1,000,000. Cool. 591 00:30:31,520 --> 00:30:34,400 By when? Like do you think you might make 592 00:30:34,400 --> 00:30:35,800 $1,000,000 over the next 10 years? 593 00:30:35,800 --> 00:30:38,400 Yeah, Do you have to make it in the next 30 days? 594 00:30:38,480 --> 00:30:41,200 Probably not. So it's like some of like some 595 00:30:41,200 --> 00:30:43,960 of this is just like mindset stuff, just working through 596 00:30:44,480 --> 00:30:48,200 these preconceived beliefs or notions that, you know, we feel 597 00:30:48,200 --> 00:30:50,280 that we have to hit certain milestones by certain time 598 00:30:50,280 --> 00:30:53,520 frames that are 100% arbitrary and just made-up in general. 599 00:30:54,600 --> 00:30:58,520 I think the second thing on a bit more of a tactical level is 600 00:30:58,760 --> 00:31:03,440 there's, there's four reasons that most people don't succeed 601 00:31:03,440 --> 00:31:06,160 in business online. One is people don't know you 602 00:31:06,160 --> 00:31:10,000 exist. 2 is they know you exist, but they don't understand what 603 00:31:10,000 --> 00:31:13,040 you offer, which is a messaging and positioning thing. 604 00:31:14,160 --> 00:31:17,160 Three, they understand what you offer, but they don't want it, 605 00:31:17,440 --> 00:31:20,840 which again comes down to a bit of a positioning and and offer 606 00:31:20,840 --> 00:31:23,800 creation thing. And then 4th is they want what 607 00:31:23,800 --> 00:31:27,080 you offer or have to offer, but they simply don't trust you. 608 00:31:27,920 --> 00:31:33,920 So when we kind of unpack those, it really comes down to, all 609 00:31:33,920 --> 00:31:36,360 right, we have to become very good at specializing in a 610 00:31:36,360 --> 00:31:39,400 specific niche where we have messaging that speaks to a very 611 00:31:39,400 --> 00:31:44,840 specific avatar that offers a solution that solves a very big 612 00:31:44,840 --> 00:31:48,280 pain point they want solved. And in a way that is either 613 00:31:48,280 --> 00:31:52,920 irresistible or in, in the case of like a higher priced coaching 614 00:31:52,920 --> 00:31:57,560 offer, which is not necessarily an irresistible offer, you have 615 00:31:57,560 --> 00:32:01,600 to do whatever you can to build trust in your marketplace. 616 00:32:02,000 --> 00:32:06,160 And trust takes time. So again, like it's this 617 00:32:06,160 --> 00:32:09,400 repeated exposure, it's this repeated adding of value, It's 618 00:32:09,400 --> 00:32:13,160 this being an expert because people can sniff out beat us 619 00:32:13,160 --> 00:32:15,760 from a mile away. And it's constantly being 620 00:32:15,760 --> 00:32:18,840 present, whether it's in the form of content or ads or 621 00:32:18,840 --> 00:32:22,640 whatever. People like when people see 622 00:32:22,640 --> 00:32:26,160 something they're familiar with, that's where they start to build 623 00:32:26,160 --> 00:32:28,880 trust. And that doesn't happen in a in 624 00:32:28,880 --> 00:32:32,080 a day, like it happens in a lot of repeated exposure. 625 00:32:32,720 --> 00:32:35,720 But again, like going back to the first point, that takes 626 00:32:35,720 --> 00:32:40,040 time, like the first, like the first two and three, like 627 00:32:40,440 --> 00:32:43,200 crafting a good message, positioning an offer can happen 628 00:32:43,200 --> 00:32:46,240 fairly quickly. But becoming visible and 629 00:32:46,240 --> 00:32:49,080 building trust, that can take a little bit of time depending on 630 00:32:49,080 --> 00:32:50,480 the type of business model you run. 631 00:32:51,040 --> 00:32:54,160 So again, it's like taking this longer term perspective of, OK, 632 00:32:54,160 --> 00:32:57,000 like this is the game and I'm just going to commit to it 633 00:32:57,120 --> 00:33:00,320 because it's a, it's not a Sprint, it's a marathon. 634 00:33:00,320 --> 00:33:02,720 And the marathon never rents. It's really just a matter of 635 00:33:02,720 --> 00:33:05,200 like, how long can you keep playing the game? 636 00:33:05,680 --> 00:33:08,600 Because if you can keep playing longer than other people, you'll 637 00:33:08,600 --> 00:33:11,040 win. Yeah, I feel like in the health 638 00:33:11,040 --> 00:33:14,880 space specifically, there's a the common pitfall of people 639 00:33:14,880 --> 00:33:16,880 trying to just serve to the masses. 640 00:33:16,880 --> 00:33:18,960 And in reality, they wound up serving to no one because they 641 00:33:18,960 --> 00:33:22,880 don't go niche enough. And I feel like you've just got 642 00:33:22,880 --> 00:33:26,280 to really figure out where your expertise lies and then just 643 00:33:26,280 --> 00:33:30,280 double down on going like uncomfortably narrow with it 644 00:33:30,560 --> 00:33:33,600 until you can build the traction to then broaden if need be. 645 00:33:34,280 --> 00:33:37,040 Yeah, that was my problem with my first business because I was, 646 00:33:37,080 --> 00:33:38,920 I was a generalist. I wanted to help everyone. 647 00:33:39,240 --> 00:33:42,720 So like, I mean, our brand was like almost everything under the 648 00:33:42,720 --> 00:33:47,360 sun and it took a very long time to, to, to grow that. 649 00:33:47,360 --> 00:33:49,000 And I think that was part of the reason. 650 00:33:49,760 --> 00:33:53,160 And you know, one of the first things that we advise anyone we 651 00:33:53,160 --> 00:33:57,440 work with is what's the like, what's the problem you can 652 00:33:57,440 --> 00:33:59,480 solve? Who has that problem, you can 653 00:33:59,480 --> 00:34:01,360 help. And everything starts from 654 00:34:01,360 --> 00:34:02,880 there. Because if you're trying to be a 655 00:34:02,880 --> 00:34:05,920 generalist, you're toast. Like your messaging becomes 656 00:34:05,920 --> 00:34:08,199 diluted. You can't scale the delivery 657 00:34:08,199 --> 00:34:11,800 because now everyone's a special snowflake and it's an impossible 658 00:34:11,800 --> 00:34:13,840 business to scale. So you can certainly be a 659 00:34:13,840 --> 00:34:18,239 generalist online and you simply buy yourself another one-on-one 660 00:34:18,239 --> 00:34:20,120 job. But if you want to build a 661 00:34:20,120 --> 00:34:22,280 business that's scalable and stands out amongst all the 662 00:34:22,280 --> 00:34:26,920 competition, you got to start by narrowing down for sure. 100% Is 663 00:34:26,920 --> 00:34:32,560 there a specific style of offer or model that you try and have 664 00:34:32,560 --> 00:34:35,360 people incorporate? Like is it more so like the the 665 00:34:35,560 --> 00:34:39,880 coaching basis or like a course or what type of model do you try 666 00:34:39,880 --> 00:34:43,159 to to encourage people to follow or is there? 667 00:34:43,239 --> 00:34:46,080 Yeah, for, I mean, our whole philosophy is like what's going 668 00:34:46,080 --> 00:34:47,920 to produce the best results for the client. 669 00:34:48,120 --> 00:34:50,600 And the reality is no one does anything on their own. 670 00:34:50,840 --> 00:34:54,960 So if we look at the stats, less than 10% of people who start a 671 00:34:54,960 --> 00:34:59,400 course online actually complete it, not even like get results 672 00:34:59,400 --> 00:35:01,320 from it, but they complete it. So they went through all the 673 00:35:01,320 --> 00:35:05,720 modules in Kajabi or Thinkific. That's that's astonishingly low. 674 00:35:06,160 --> 00:35:11,200 So in from a place of integrity as a health expert, if I want to 675 00:35:11,200 --> 00:35:14,640 help people improve their health, I can't just sell a 676 00:35:14,640 --> 00:35:16,320 course and expect them to get better. 677 00:35:16,480 --> 00:35:20,040 It's never going to happen. So that's the first fundamental 678 00:35:20,040 --> 00:35:23,080 issue with that. The second issue is that in 679 00:35:23,080 --> 00:35:28,400 today's landscape, it's close to impossible to scale a low price 680 00:35:28,400 --> 00:35:30,480 course. And I and I, and I say that with 681 00:35:30,480 --> 00:35:34,120 a caveat, like advertising has only gone up in price. 682 00:35:34,120 --> 00:35:37,720 So unless you have a massive organic following already in 683 00:35:37,720 --> 00:35:39,760 which you can just here's a link, go buy it and you've got 684 00:35:39,760 --> 00:35:42,080 that warm trust, maybe you can make that work. 685 00:35:42,480 --> 00:35:45,600 But for most mere mortals who don't have a large following and 686 00:35:45,600 --> 00:35:50,120 need to get some type of traffic and you're using, let's say paid 687 00:35:50,480 --> 00:35:56,320 media, it's, it's, it's very, very hard to make that work. 688 00:35:56,400 --> 00:35:59,880 Like I was talking with two business owners actually in this 689 00:35:59,880 --> 00:36:01,560 space. So like health, fitness based, 690 00:36:01,560 --> 00:36:04,800 the health coaches and they're having a very hard time scale in 691 00:36:04,800 --> 00:36:07,200 their business because they're offer their price point is 692 00:36:07,200 --> 00:36:11,600 between 6000 and $9000 for their coaching program. 693 00:36:12,040 --> 00:36:15,720 But the problem even for them is they're their their margins are 694 00:36:15,720 --> 00:36:19,560 becoming so squeezed because of the cost of advertising has gone 695 00:36:19,560 --> 00:36:22,280 up. Skepticism has also gone up 696 00:36:22,280 --> 00:36:25,880 because there's so many coaches and therefore their sales cycles 697 00:36:25,880 --> 00:36:29,160 longer, their conversion rates are lower, and they can't even 698 00:36:29,160 --> 00:36:32,200 make sense of a 6 to $9000 price point. 699 00:36:32,600 --> 00:36:38,520 So for someone to sell a course for 234500 bucks to cold 700 00:36:38,520 --> 00:36:42,640 traffic, go to a webinar or a sales page and click buy now. 701 00:36:43,160 --> 00:36:45,920 It's near impossible to make that happen unless you are the 702 00:36:45,920 --> 00:36:49,240 world's most unbelievable marketer. 703 00:36:49,360 --> 00:36:51,600 I have, I've not seen that happen. 704 00:36:51,600 --> 00:36:54,760 Like even my previous business was largely based around 705 00:36:55,360 --> 00:36:59,680 information like selling information and it was very hard 706 00:36:59,720 --> 00:37:03,040 and it became harder as the cost of advertising went up. 707 00:37:03,520 --> 00:37:06,960 So what ends up happening in that type of business is you 708 00:37:06,960 --> 00:37:11,400 have to acquire customers at a loss on the front end and then 709 00:37:11,400 --> 00:37:14,000 you have to promote the shit out of them on the back end. 710 00:37:14,000 --> 00:37:17,440 It's like you start selling your soul with affiliate offers and 711 00:37:17,440 --> 00:37:19,920 you're just like pushing stuff down people's throats every 712 00:37:19,920 --> 00:37:23,160 single day by e-mail because you have to make up the numbers on 713 00:37:23,160 --> 00:37:26,040 the back end. And it's, it's, I mean, I have 714 00:37:26,040 --> 00:37:29,640 friends in that space who they're six months in the red 715 00:37:29,840 --> 00:37:33,160 before they break even. I'm like, I would never want to 716 00:37:33,160 --> 00:37:34,880 run that type of business ever again. 717 00:37:35,400 --> 00:37:39,440 So the, the, the economics of that business don't make sense 718 00:37:39,440 --> 00:37:41,480 to me. And then more importantly is 719 00:37:41,480 --> 00:37:43,960 they actually don't fundamentally help the customer. 720 00:37:44,400 --> 00:37:47,720 So our whole approach is a coaching model. 721 00:37:48,040 --> 00:37:50,360 Premium price. When I say premium in the 722 00:37:50,360 --> 00:37:54,960 context of health, let's call it anywhere from 2 to $10,000 for 723 00:37:54,960 --> 00:37:56,920 an outcome. And that could be, you know, 724 00:37:56,960 --> 00:38:01,400 3456 months, whatever it is. And you know, obviously people 725 00:38:01,400 --> 00:38:03,720 object to that. Healthcare should be free. 726 00:38:03,720 --> 00:38:05,240 It's like, cool, awesome. How's that working out? 727 00:38:05,520 --> 00:38:06,640 Right? Like I live in Canada with a 728 00:38:06,640 --> 00:38:08,320 free healthcare system. It's a disaster. 729 00:38:09,040 --> 00:38:12,320 Like, you know how it's not ethical of you to charge to help 730 00:38:12,320 --> 00:38:13,720 people through health? Cool. 731 00:38:13,720 --> 00:38:15,840 Well, you're not going to do anything if you if you don't get 732 00:38:15,840 --> 00:38:18,560 charged. And the reality is, and this 733 00:38:18,560 --> 00:38:22,640 took me a very long time to realize, until people pay it, 734 00:38:22,640 --> 00:38:27,960 they don't do anything. And the sad part about that is 735 00:38:27,960 --> 00:38:31,680 that I'm not talking like when I talked about this, some people 736 00:38:31,680 --> 00:38:34,320 think that we're only working with wealthy people, like our 737 00:38:34,320 --> 00:38:36,800 clients don't work with anyone wealthy. 738 00:38:36,800 --> 00:38:40,360 They're working with teachers, regular Joe's and Jane's. 739 00:38:40,920 --> 00:38:43,280 Then we're not talking. We're working with people who 740 00:38:43,280 --> 00:38:47,000 are like fly private jets. All it comes down to you is 741 00:38:47,000 --> 00:38:51,080 helping people understand that if your health is a priority and 742 00:38:51,080 --> 00:38:53,960 the list of symptoms you've just given me and all the side 743 00:38:53,960 --> 00:38:56,040 effects of the drugs you've been taking and all this shit you've 744 00:38:56,040 --> 00:38:59,440 been dealing with is a big enough priority for you, then 745 00:38:59,440 --> 00:39:01,880 you'll find a way to make an investment that is less than the 746 00:39:01,880 --> 00:39:03,720 cost of the trip you just took last summer. 747 00:39:04,560 --> 00:39:08,200 And, you know, people are walking around with 15 and $100 748 00:39:08,200 --> 00:39:11,720 iPhones in their pocket. They're watching televisions 749 00:39:11,720 --> 00:39:14,640 that cost $3000. They're driving in cars that 750 00:39:14,640 --> 00:39:20,800 cost them 20, thirty, $50,000. And I find it appalling when 751 00:39:20,800 --> 00:39:24,280 people are like, oh, $2000. I would never pay that for, you 752 00:39:24,280 --> 00:39:26,280 know, some type of health transformation program. 753 00:39:26,280 --> 00:39:28,320 I'm like, well, that's why you're 100 lbs overweight and 754 00:39:28,320 --> 00:39:31,040 you're going to die young. And I have no problem telling 755 00:39:31,040 --> 00:39:34,080 people that because nothing else in life matters if you don't 756 00:39:34,080 --> 00:39:35,560 have your health and if you're not willing to make an 757 00:39:35,560 --> 00:39:40,040 investment in your real house, the one you live in 24/7, then 758 00:39:40,040 --> 00:39:41,840 you got to, you got to like, you got to check yourself. 759 00:39:42,360 --> 00:39:48,720 So because what we see happens when people invest, they show up 760 00:39:48,720 --> 00:39:51,800 at a whole new level. And even if you just have people 761 00:39:51,800 --> 00:39:57,080 do the basics, go walk, drink some more water, you know, basic 762 00:39:57,080 --> 00:40:00,680 stuff, the very fact that they're paying you to do that 763 00:40:00,840 --> 00:40:04,160 means they're going to do it. And because they do it, they get 764 00:40:04,160 --> 00:40:05,800 results. And because they get results, 765 00:40:05,800 --> 00:40:08,160 they've changed their life and they change their life. 766 00:40:08,160 --> 00:40:11,320 They become a beacon of hope and inspiration for those around 767 00:40:11,320 --> 00:40:13,880 them. And then those around them want 768 00:40:13,880 --> 00:40:16,760 to follow suits because they've seen what the results have been 769 00:40:16,760 --> 00:40:18,680 for their mom, their dad, their friend, whatever. 770 00:40:19,240 --> 00:40:21,840 And that's fundamentally how we create change. 771 00:40:23,000 --> 00:40:25,840 No, I totally, but there's a large percentage of the 772 00:40:25,840 --> 00:40:27,960 population that's not going to be able to afford that or that 773 00:40:27,960 --> 00:40:30,000 are not willing to find a way to afford that. 774 00:40:30,160 --> 00:40:32,880 And that's just, that's just the way it's going to be. 775 00:40:32,920 --> 00:40:36,840 And so our whole philosophy is, you know, start off with a 776 00:40:36,840 --> 00:40:39,440 higher ticket coaching program, work with those that are willing 777 00:40:39,440 --> 00:40:42,280 to make the investments, build up, fill up your cup as the 778 00:40:42,280 --> 00:40:45,760 business owner, and then give away everything else for free to 779 00:40:45,760 --> 00:40:48,800 the point where those people that you serve for free at some 780 00:40:48,800 --> 00:40:51,640 point down the road in the future are able and willing to 781 00:40:51,640 --> 00:40:55,240 step up and work with you. And that's that coaching model 782 00:40:55,240 --> 00:40:57,520 is on a one-on-one basis with those people that are paying 783 00:40:57,520 --> 00:40:59,920 that that higher ticket for the coaching or is that like in a 784 00:40:59,920 --> 00:41:01,800 group setting? It doesn't matter. 785 00:41:01,800 --> 00:41:04,520 I mean, whatever, whatever the coach or expert wants to do, you 786 00:41:04,520 --> 00:41:06,880 know, a lot of people start off in one-on-one until they start 787 00:41:06,880 --> 00:41:10,680 to amass a certain client base, you know, 10/15/20 people and 788 00:41:10,680 --> 00:41:12,240 they're like, you know what? I, I don't know if I can keep 789 00:41:12,240 --> 00:41:14,600 sustaining this. And then they're open, they're 790 00:41:14,600 --> 00:41:17,720 more open to a group model. And the cool thing about a group 791 00:41:17,720 --> 00:41:21,400 is, I mean, it's just so much better. 792 00:41:21,400 --> 00:41:24,560 And there's, there's you can still do, you can have aspects 793 00:41:24,560 --> 00:41:28,040 of one-on-one in a group coaching model. 794 00:41:28,560 --> 00:41:31,920 But the whole idea, the whole thinking of like I have to spend 795 00:41:31,920 --> 00:41:35,920 one hour with every single one of my clients once a week, It's 796 00:41:35,920 --> 00:41:37,600 so I don't even know where they came from. 797 00:41:37,600 --> 00:41:40,400 It gets so outdated. It's, it's wasteful. 798 00:41:40,400 --> 00:41:43,760 Like I think you could spend 15 minutes with a client once a 799 00:41:43,760 --> 00:41:46,520 month. And outside of that, they have a 800 00:41:46,520 --> 00:41:48,660 curriculum that they follow. They have a community of like 801 00:41:48,660 --> 00:41:51,240 minded people that are connected to and you can offer group 802 00:41:51,240 --> 00:41:53,800 coaching calls throughout the week and they'll get amazing 803 00:41:53,800 --> 00:41:57,240 results and they'll actually, you'll like you as the expert as 804 00:41:57,240 --> 00:41:59,560 a coach, you'll start to recognize that you're not as 805 00:41:59,560 --> 00:42:02,200 important as you thought you were because they're getting 806 00:42:02,200 --> 00:42:05,560 support from everyone else. Like in our coaching program, we 807 00:42:05,560 --> 00:42:09,960 offer up to five coaching calls a day and I do 3 calls a week. 808 00:42:10,440 --> 00:42:15,440 And I've, I've realized I'm like, I don't like, I'm not as 809 00:42:15,480 --> 00:42:17,280 important as I once thought I was. 810 00:42:17,280 --> 00:42:20,200 And that's good because I've been able to privatize my 811 00:42:20,200 --> 00:42:22,600 knowledge into a curriculum that people follow. 812 00:42:23,040 --> 00:42:24,760 We have an amazing team of coaches. 813 00:42:24,840 --> 00:42:26,680 But again, it doesn't, it didn't start out that way. 814 00:42:26,680 --> 00:42:32,000 It started off with me and I did one group Q&A call a week and 815 00:42:32,000 --> 00:42:34,800 then we started to build on that as we wanted to better serve our 816 00:42:34,800 --> 00:42:36,960 clients. But for a lot of our clients, 817 00:42:37,440 --> 00:42:39,760 many of them start off one-on-one, which is cool, and 818 00:42:39,760 --> 00:42:41,760 then they evolve into group when they're ready. 819 00:42:42,360 --> 00:42:45,520 And so your practice, I'm trying to understand the the framework 820 00:42:45,520 --> 00:42:48,560 here. So you are teaching them how to 821 00:42:48,560 --> 00:42:52,360 implement this, this framework, this system in which they are 822 00:42:52,360 --> 00:42:55,160 coaching, they're able to scale that they're able to to 823 00:42:55,160 --> 00:42:58,280 replicate that in a one-on-one or group basis. 824 00:42:58,280 --> 00:43:02,120 And then you're basically offering a mirror image of that 825 00:43:02,120 --> 00:43:04,840 from an entrepreneurial standpoint with your coaching 826 00:43:04,840 --> 00:43:06,960 practice, roughly. Is that accurate? 827 00:43:06,960 --> 00:43:08,880 Yeah. Like we only teach when we 828 00:43:08,880 --> 00:43:11,640 personally master. So the acquisition model that we 829 00:43:11,640 --> 00:43:13,200 use is what we teach our clients. 830 00:43:13,200 --> 00:43:16,480 How we coach our clients is exactly how we help them coach 831 00:43:16,480 --> 00:43:19,360 their clients. And a lot of our clients benefit 832 00:43:19,360 --> 00:43:25,200 from simply being in the container and environments to 833 00:43:25,200 --> 00:43:28,720 see how we do things. So they can literally model that 834 00:43:28,760 --> 00:43:31,360 in their coaching business. And obviously, you know, we're, 835 00:43:31,560 --> 00:43:33,520 you know, we're much further ahead than a lot of our clients. 836 00:43:33,520 --> 00:43:34,840 So they don't have to do everything. 837 00:43:35,360 --> 00:43:38,280 But, you know, whether it's, you know, how we run our group 838 00:43:38,280 --> 00:43:41,520 calls, like how do you run a call with 50 clients at the same 839 00:43:41,520 --> 00:43:44,760 time and everyone feels they get personal attention, Like there's 840 00:43:44,760 --> 00:43:47,800 a way that we do that and our clients are on those calls and 841 00:43:47,800 --> 00:43:50,280 they can start to model that for their clients. 842 00:43:50,920 --> 00:43:55,920 And so we're very, very big believers in only ever teaching 843 00:43:55,920 --> 00:43:58,240 what we've mastered. You know, we spent a lot of 844 00:43:58,240 --> 00:44:00,800 money on advertising and a lot of stuff we do. 845 00:44:00,800 --> 00:44:03,640 We tell our clients like just because you see some of our 846 00:44:03,640 --> 00:44:05,800 stuff online doesn't mean you have to copy it. 847 00:44:05,800 --> 00:44:07,880 Like you don't know if we're testing that or if that's a 848 00:44:07,880 --> 00:44:10,120 winner. And so we'll test things, we'll 849 00:44:10,120 --> 00:44:14,440 spend 50, sixty, $100,000 testing things only to recognize 850 00:44:14,440 --> 00:44:17,040 that we would never do it again. We'll never recommend it. 851 00:44:17,600 --> 00:44:20,800 And I find that, you know, our clients appreciate that because 852 00:44:20,800 --> 00:44:24,400 we become the testing grounds and anything we recommend to 853 00:44:24,400 --> 00:44:29,880 them, they have more reassurance around having that being battle 854 00:44:29,880 --> 00:44:34,080 tested as opposed to, hey, guys, like what Meta or Facebook would 855 00:44:34,440 --> 00:44:38,000 will do if you're advertising is they'll say, hey, you should try 856 00:44:38,000 --> 00:44:41,840 this new feature. And then you're like, OK, but 857 00:44:41,840 --> 00:44:44,200 what they're really asking you to do is become a Guinea pig 858 00:44:44,640 --> 00:44:47,720 that they can collect data from at your expense. 859 00:44:48,040 --> 00:44:52,040 And I've not found that to be very useful on the on the meta 860 00:44:52,040 --> 00:44:55,240 advertising side of things. So instead of us doing that to 861 00:44:55,240 --> 00:44:57,200 our clients, we're like, no, let us test it. 862 00:44:57,200 --> 00:44:59,360 Let us figure things out. If we find something that works, 863 00:44:59,360 --> 00:45:01,440 we're going to beta test it with a small group of clients. 864 00:45:01,440 --> 00:45:04,240 If it works for them, then we'll roll it out to everyone else. 865 00:45:04,760 --> 00:45:12,240 What's been the biggest, I guess worthwhile protocol for 866 00:45:12,240 --> 00:45:14,560 acquisition and marketing? Is it more so paid advertising? 867 00:45:14,560 --> 00:45:17,160 Is it more so just the organic? It's kind of a loaded question 868 00:45:17,160 --> 00:45:19,000 because we can go 1,000,000 miles deep on this. 869 00:45:19,000 --> 00:45:22,240 But like with with your type of client pool in the health space, 870 00:45:22,240 --> 00:45:26,960 like are they finding more benefit from content creation or 871 00:45:26,960 --> 00:45:29,560 from paid advertising or where, where, where are they seeing the 872 00:45:29,560 --> 00:45:31,240 most benefit there bang for their buck? 873 00:45:31,240 --> 00:45:33,560 Like if I'm being honest, and you probably see this too, like 874 00:45:33,640 --> 00:45:36,560 the best clients are going to come from long form contents, 875 00:45:36,800 --> 00:45:38,800 right? Podcasts, long form YouTube. 876 00:45:39,360 --> 00:45:43,160 The challenge though, is it takes so long, right to to build 877 00:45:43,160 --> 00:45:45,800 that up. So our clients are busy 878 00:45:45,800 --> 00:45:48,520 practitioners or they're, they've maybe they've been at 879 00:45:48,520 --> 00:45:50,400 the content game for a bit and they're not quite where they 880 00:45:50,400 --> 00:45:53,480 want to be. So our whole model, or at least 881 00:45:53,480 --> 00:45:56,560 part of our model is called a perfect client pipeline. 882 00:45:56,960 --> 00:45:58,760 And it's essentially social media ads. 883 00:45:58,760 --> 00:46:02,120 So Instagram, Facebook that we run to an Evergreen webinar from 884 00:46:02,120 --> 00:46:06,000 the webinar, we invite people to a free or paid consult. 885 00:46:06,120 --> 00:46:09,520 And then from that call, if there's a mutual fit, we talk 886 00:46:09,520 --> 00:46:11,800 about what that, you know, coaching offer would look like. 887 00:46:12,480 --> 00:46:14,880 That's the model that we run. It's, you know, what we've done 888 00:46:14,880 --> 00:46:19,720 from from day one. And what's what's cool about it 889 00:46:19,720 --> 00:46:23,880 is because I've been in this space for 20 years, my previous 890 00:46:23,880 --> 00:46:28,400 business gave me the opportunity to test so many different 891 00:46:28,400 --> 00:46:31,240 business models. We did everything under the sun 892 00:46:31,800 --> 00:46:36,280 and it's given me a lot of a lot of hindsight to say like, I 893 00:46:36,280 --> 00:46:38,400 would never touch that. I would never recommend that 894 00:46:38,560 --> 00:46:41,040 again within the context of where someone's coming in at. 895 00:46:41,760 --> 00:46:43,680 And like, you know, some of the stuff I shared about the, the 896 00:46:43,680 --> 00:46:49,160 low price courses earlier. So for us, it's we understand 897 00:46:49,160 --> 00:46:53,120 that our clients, they don't have three years to build a 898 00:46:53,120 --> 00:46:55,840 following and then warming them up and eventually maybe get some 899 00:46:55,840 --> 00:46:59,280 clients from that. And although I do think in the 900 00:46:59,280 --> 00:47:02,600 long run this type of stuff is the most important, like I'm, 901 00:47:02,640 --> 00:47:05,840 I'm not delusional in thinking that content is not the most 902 00:47:05,840 --> 00:47:07,440 important. I believe it is. 903 00:47:07,440 --> 00:47:10,040 My whole first business was built on the back of content, 904 00:47:10,600 --> 00:47:12,960 but it took seven years to make my first $1,000,000. 905 00:47:13,360 --> 00:47:15,720 When I started Healthpreneur with the model that we teach, it 906 00:47:15,720 --> 00:47:18,600 took me 7 weeks. And part of that was because I 907 00:47:18,600 --> 00:47:21,000 had obviously built the skills over the years to my first 908 00:47:21,000 --> 00:47:23,560 business, but second was we just had a much faster vehicle. 909 00:47:24,160 --> 00:47:27,760 I could set up some ads, put some money behind it, and I was 910 00:47:27,760 --> 00:47:31,440 guaranteed visibility. And because I was decent, 911 00:47:31,440 --> 00:47:34,840 obviously what I did, I also was able to get more conversions 912 00:47:35,280 --> 00:47:37,680 relatively quickly. And that's what we help our 913 00:47:37,680 --> 00:47:39,960 clients do. We help them go from literally 914 00:47:40,000 --> 00:47:46,280 unknown, obscure to having old prospects raise their hands to 915 00:47:46,280 --> 00:47:49,120 watch their training to be like, man, this makes a lot of sense. 916 00:47:49,120 --> 00:47:51,880 Like I would be interested in in speaking and potentially working 917 00:47:51,880 --> 00:47:54,960 with you. And that's the model we teach. 918 00:47:54,960 --> 00:47:57,080 That's what we've done now with thousands of clients. 919 00:47:57,520 --> 00:47:59,400 We still run it. And for people that are like, 920 00:47:59,400 --> 00:48:01,320 oh, webinars are dead, Long form's dead. 921 00:48:01,320 --> 00:48:04,360 No, it's not. It's people will watch stuff 922 00:48:04,360 --> 00:48:06,480 that they are very interested in. 923 00:48:06,960 --> 00:48:10,800 And I mean, otherwise TV wouldn't exist. 924 00:48:10,880 --> 00:48:14,480 Yeah, everybody who, you know, recommended Game of Thrones to 925 00:48:14,480 --> 00:48:16,400 me a couple years ago. I watched seven seasons in a 926 00:48:16,400 --> 00:48:17,520 month. And I'm like, dude, I should 927 00:48:17,520 --> 00:48:19,440 send you an invoice for the amount of time I lost in my 928 00:48:19,440 --> 00:48:22,600 life, you know? So it's like when it's a must, 929 00:48:22,600 --> 00:48:25,520 people find a way and when it's like, oh, it's too long. 930 00:48:25,520 --> 00:48:27,680 They're just not that committed to wanting to do anything. 931 00:48:28,240 --> 00:48:31,680 So that's the model that we initially installed into our 932 00:48:31,680 --> 00:48:33,680 clients businesses. But as they start getting 933 00:48:33,680 --> 00:48:36,880 traction with that, we then start to help them out with the 934 00:48:36,880 --> 00:48:40,440 organic and the contents. Because especially today, it's 935 00:48:40,440 --> 00:48:42,880 not so much of just paid traffic, it's this whole 936 00:48:42,920 --> 00:48:46,360 ecosystem. People see an ad, they type you 937 00:48:46,360 --> 00:48:49,680 into Google, they find you on Instagram, they poke around, 938 00:48:49,680 --> 00:48:52,080 they're looking around. All of that makes a big 939 00:48:52,080 --> 00:48:54,480 difference. And so we help our clients 940 00:48:54,480 --> 00:48:58,000 really build this ecosystem over time where they can start to 941 00:48:58,000 --> 00:49:02,800 become more prolific content creators while also having a 942 00:49:02,800 --> 00:49:06,920 system that's working 90% on autopilot for them to bring 943 00:49:06,920 --> 00:49:10,000 leads and clients in while they're able to do that at the 944 00:49:10,000 --> 00:49:13,400 same time. I'm a I'm a junkie for software 945 00:49:13,400 --> 00:49:16,680 applications. I don't know what I I just go 946 00:49:16,680 --> 00:49:17,600 down the rabbit hole and software. 947 00:49:17,600 --> 00:49:22,400 So like what, what are you using for your webinars for your, are 948 00:49:22,400 --> 00:49:23,960 you using Kajav or your click phones? 949 00:49:23,960 --> 00:49:25,320 Like how do you typically structure this? 950 00:49:25,320 --> 00:49:27,320 Is that like a system that you put everybody through that's 951 00:49:27,320 --> 00:49:31,840 using the same software so it's easily communicated what the 952 00:49:31,840 --> 00:49:33,640 best protocol is, or how do you structure that? 953 00:49:34,520 --> 00:49:37,960 Yeah, we, I mean, our focus is more on the psychology and the 954 00:49:37,960 --> 00:49:40,880 technology and the technology. It's funny because a lot of 955 00:49:40,880 --> 00:49:42,040 people get hung up with the tech. 956 00:49:42,040 --> 00:49:44,960 I'm like, dude, the tech is the least important piece of this 957 00:49:44,960 --> 00:49:46,080 whole thing. Totally agree. 958 00:49:46,200 --> 00:49:48,600 But right. Like we'll, we'll, so we, we 959 00:49:48,600 --> 00:49:51,000 kind of take a lot of the tech off our clients plates and we 960 00:49:51,000 --> 00:49:53,200 build everything for them inside of Entreport. 961 00:49:53,760 --> 00:49:58,760 So they have like A1 size fits all CRM that can grow with their 962 00:49:58,760 --> 00:50:00,520 business. It's it's also what we use. 963 00:50:00,520 --> 00:50:04,480 So we know it well and you know, we don't use any fancy like 964 00:50:04,480 --> 00:50:07,160 webinar automation stuff. We when we first started, we 965 00:50:07,160 --> 00:50:11,520 used to use and I think it was like webinar jam or easy 966 00:50:11,520 --> 00:50:14,840 webinar, stuff like that. And I just found that, you know, 967 00:50:14,920 --> 00:50:17,720 I just thought one day I thought to myself, what if we just put a 968 00:50:17,720 --> 00:50:21,000 video player on the thank you page instead of having people 969 00:50:21,000 --> 00:50:23,960 like believe they're on some live webinar replay. 970 00:50:24,480 --> 00:50:28,760 And we had some issues tech wise with the platforms were, you 971 00:50:28,760 --> 00:50:31,920 know, leads weren't being collected properly and the pages 972 00:50:31,920 --> 00:50:33,040 were loading. And I was like, you know what, 973 00:50:33,040 --> 00:50:35,520 this is not fun. And we just simplified it. 974 00:50:35,520 --> 00:50:37,800 We just, I'm also going back to first principle thinking I'm 975 00:50:37,800 --> 00:50:39,680 like, can we simplify this? Like what? 976 00:50:39,680 --> 00:50:43,040 Like what if we just did this? And so now it's a very simple 977 00:50:43,040 --> 00:50:46,800 set up, right? There's no fancy software from a 978 00:50:46,800 --> 00:50:50,280 webinar automation perspective. It's a couple of pages are 979 00:50:50,280 --> 00:50:52,520 builds. We've got the video on, you 980 00:50:52,520 --> 00:50:54,240 know, the one page that shows the webinar. 981 00:50:54,840 --> 00:50:57,200 There's a replay through e-mail automation. 982 00:50:57,760 --> 00:50:59,560 And it's, it's fairly tech light. 983 00:50:59,680 --> 00:51:03,320 And it's nice because, you know, once that's set up, it's not 984 00:51:03,320 --> 00:51:05,560 about the attack. It's really about the the 985 00:51:05,560 --> 00:51:10,080 psychology of understanding your audience and helping them move, 986 00:51:10,720 --> 00:51:12,480 you know, influencing them in the right direction. 987 00:51:12,480 --> 00:51:16,480 So that's yeah, that's pretty much our our quote UN quote tech 988 00:51:16,480 --> 00:51:18,280 stack. No, it makes total sense, man. 989 00:51:18,800 --> 00:51:21,560 And I feel like when it comes to paid advertising, if you're 990 00:51:21,560 --> 00:51:25,080 using paid advertising to push people to an Evergreen webinar 991 00:51:25,240 --> 00:51:29,000 and then that's leading to, you know, consultation call that you 992 00:51:29,000 --> 00:51:31,360 can then upsell them on the coaching. 993 00:51:31,600 --> 00:51:35,200 Like a lot of people are confused as to how to analyse 994 00:51:35,200 --> 00:51:39,080 that ad spend to see what their break even point is, how long 995 00:51:39,080 --> 00:51:41,840 they should potentially be in the red, if at all. 996 00:51:41,840 --> 00:51:44,640 Like how do you go about educating people on them? 997 00:51:45,160 --> 00:51:47,840 Yeah. So I would say, I mean, we're 998 00:51:47,840 --> 00:51:51,560 very good at two things. One is helping our clients 999 00:51:51,560 --> 00:51:55,840 become very good at sales in an ethical fashion, because if 1000 00:51:55,840 --> 00:51:58,440 you're talking to someone on the phone or on Zoom for two to five 1001 00:51:58,440 --> 00:52:01,080 or more $1000, you got to be able to sell. 1002 00:52:01,360 --> 00:52:04,440 And we are very good at helping them become better at that in a 1003 00:52:04,440 --> 00:52:07,720 way that feels good. The second thing we're 1004 00:52:07,720 --> 00:52:10,000 exceptional at is Facebook advertising. 1005 00:52:11,040 --> 00:52:18,200 We have been what, 84 months? So we have 84 months in a row of 1006 00:52:18,200 --> 00:52:20,000 positive real ads in the 1st 30 days. 1007 00:52:20,000 --> 00:52:22,440 So we look at real ads in terms of cash collected. 1008 00:52:22,440 --> 00:52:26,440 So if we spend a dollar, we make more than a dollar every month 1009 00:52:26,560 --> 00:52:30,920 for the past 84 months in a row. And you know we spend north of 1010 00:52:30,920 --> 00:52:33,200 right now personally, like in our business, we spend north of 1011 00:52:33,200 --> 00:52:37,920 about $350,000 a month in ads. And everything we do in our 1012 00:52:37,920 --> 00:52:39,720 advertising is what we teach our clients. 1013 00:52:39,720 --> 00:52:42,600 And the cool thing is our clients don't need to become 1014 00:52:42,600 --> 00:52:45,520 media buyers. Yeah, it and it's nice that 1015 00:52:47,640 --> 00:52:49,760 compared to five years ago, for instance, it's actually easier 1016 00:52:49,760 --> 00:52:52,000 to advertise on Meta because they've consolidated a lot of 1017 00:52:52,000 --> 00:52:53,480 audiences. They got rid of a lot of very 1018 00:52:53,480 --> 00:52:56,360 specific targeting. So going big and broad now is 1019 00:52:56,360 --> 00:52:59,440 the best and just having a really good messaging is the 1020 00:52:59,440 --> 00:53:02,840 most important. So we show our clients how to 1021 00:53:02,840 --> 00:53:05,120 set up their campaigns very simply and we should we give 1022 00:53:05,120 --> 00:53:08,080 them a very specific, we call it a six step pruning process 1023 00:53:08,680 --> 00:53:12,320 whereby they actually start their ads at scale. 1024 00:53:12,320 --> 00:53:15,280 So the method we teach is called the reverse scaling method. 1025 00:53:15,920 --> 00:53:20,120 So we, we essentially help them start their ads at scale so they 1026 00:53:20,120 --> 00:53:22,480 don't have to take forever to scale up to a certain level. 1027 00:53:22,880 --> 00:53:26,000 And then they prune away ads that are not performing well at 1028 00:53:26,000 --> 00:53:28,760 very specific KPIs in the journey. 1029 00:53:29,040 --> 00:53:33,640 So what that allows them to do is they minimize wastage and 1030 00:53:33,640 --> 00:53:36,880 they're looking at various metrics, whether it's cost per 1031 00:53:36,880 --> 00:53:40,800 click, cost per lead, etcetera, at various stages of ad spend. 1032 00:53:41,080 --> 00:53:44,000 And so they can very quickly tell if an ad is performing or 1033 00:53:44,000 --> 00:53:45,720 not. And therefore they're not 1034 00:53:45,720 --> 00:53:48,560 wasting money on ads waiting a week or two for them to perform 1035 00:53:48,560 --> 00:53:51,040 or not and you know, hoping for the best. 1036 00:53:51,520 --> 00:53:56,440 So with our process, our clients see an average of 314% real ads 1037 00:53:56,960 --> 00:54:00,720 and I mean like 5 to 10 minutes a day to manage their accounts. 1038 00:54:01,120 --> 00:54:04,160 So it's not like they have to become professional media 1039 00:54:04,160 --> 00:54:05,600 buyers. Media buyers is actually fairly 1040 00:54:05,600 --> 00:54:09,120 simple. The messaging and creative is 1041 00:54:09,120 --> 00:54:12,560 where the real genius lies. And that's another area we spend 1042 00:54:12,560 --> 00:54:14,040 a lot of time with our clients on. 1043 00:54:14,520 --> 00:54:16,960 You know, we've got an amazing team of copywriters. 1044 00:54:17,320 --> 00:54:21,280 We're just exceptional provided feedback and we've got, you 1045 00:54:21,280 --> 00:54:23,560 know, some great frameworks that we help our clients with. 1046 00:54:24,640 --> 00:54:27,200 But that's, that's one of those things that takes a bit of time, 1047 00:54:27,680 --> 00:54:29,040 right? Like really find your voice, 1048 00:54:29,080 --> 00:54:31,160 understanding how to articulate your message. 1049 00:54:31,760 --> 00:54:35,440 And that's very, very important. Yeah, the communication 1050 00:54:35,440 --> 00:54:38,360 component is paramount. I feel like there's so many, 1051 00:54:38,600 --> 00:54:41,160 especially with everything being online now, people look at other 1052 00:54:41,160 --> 00:54:43,960 people that are generating content in the health space and 1053 00:54:43,960 --> 00:54:47,280 they try to emulate them and you can't really do that. 1054 00:54:47,280 --> 00:54:49,840 Like the whole, I've never really subscribed to the fake it 1055 00:54:49,840 --> 00:54:51,840 till you make it philosophy. Like I've always just tried to 1056 00:54:51,840 --> 00:54:54,680 figure out my own voice and double down on that because if 1057 00:54:54,680 --> 00:54:57,120 you start comparing yours to others like this just a slippery 1058 00:54:57,120 --> 00:54:59,080 slope. Yeah, 100%. 1059 00:54:59,840 --> 00:55:01,000 Well this is super intriguing, man. 1060 00:55:01,000 --> 00:55:03,240 I can literally sit and talk about the nuts and bolts 1061 00:55:03,240 --> 00:55:06,360 invisibly all day long. If someone's interested in 1062 00:55:06,400 --> 00:55:08,040 jumping on this, maybe they've got their own. 1063 00:55:08,360 --> 00:55:10,840 They've own their own practice, their own service, their own 1064 00:55:11,200 --> 00:55:13,560 thing, and they're wanting to take it to the next level. 1065 00:55:14,160 --> 00:55:15,160 What does that look like for them? 1066 00:55:15,160 --> 00:55:16,400 Like how do they get in contact with you? 1067 00:55:16,400 --> 00:55:19,400 What's what does that price point look like? 1068 00:55:19,400 --> 00:55:21,160 Like if they want to take the next steps, what does that 1069 00:55:21,160 --> 00:55:23,760 entail? Yeah, the easiest honestly, is 1070 00:55:23,760 --> 00:55:28,520 just to hit me up on Instagram. I'm at health printer on 1071 00:55:28,520 --> 00:55:30,720 Instagram and just send me at the end just saying, hey, I saw 1072 00:55:30,760 --> 00:55:33,640 you on on Robert's show and it was, you know, a good 1073 00:55:33,640 --> 00:55:37,040 conversation and, you know, we can hook you up with some free, 1074 00:55:37,080 --> 00:55:39,000 free resources, you know, at the minimum. 1075 00:55:39,000 --> 00:55:43,440 And that's probably the best place if you want to just binge 1076 00:55:43,440 --> 00:55:45,680 our content. We've got hundreds of videos 1077 00:55:45,680 --> 00:55:50,160 that are very tactical and no BS on YouTube. 1078 00:55:50,160 --> 00:55:53,480 So if again, you search health printer, you'll see all of our 1079 00:55:53,480 --> 00:55:56,200 stuff. And yeah, I mean, we've got, 1080 00:55:56,200 --> 00:55:57,800 depending on where you're at in business, if you're just 1081 00:55:57,800 --> 00:56:00,240 starting it out or further along, we have anything from, 1082 00:56:00,280 --> 00:56:04,400 you know, 2K up to like 160 K depending on, you know, what 1083 00:56:04,400 --> 00:56:06,760 you're looking for. So yeah. 1084 00:56:07,280 --> 00:56:08,880 Awesome man. Well, I will definitely link out 1085 00:56:08,880 --> 00:56:10,080 make it easy for people to find you. 1086 00:56:10,480 --> 00:56:12,960 I might be, you know, knock on your door myself because like, 1087 00:56:13,000 --> 00:56:14,720 like I said, I always talk business and always want to 1088 00:56:14,720 --> 00:56:16,560 learn more. So this is this is exciting 1089 00:56:16,560 --> 00:56:17,720 stuff. I love talking business. 1090 00:56:18,320 --> 00:56:19,800 Yeah, it's fine, man. It's it's a lot of fun. 1091 00:56:20,160 --> 00:56:21,640 It is indeed. What's, what's the next big 1092 00:56:21,640 --> 00:56:23,640 thing for you, man? I, I know you're not planning on 1093 00:56:23,640 --> 00:56:25,440 selling the company and wanting to just grow that as big you 1094 00:56:25,440 --> 00:56:27,480 can. Is there anything in the in the 1095 00:56:28,040 --> 00:56:30,080 upcoming pipeline that just got you excited? 1096 00:56:30,920 --> 00:56:32,160 Yeah. I mean, we have our big events 1097 00:56:32,160 --> 00:56:34,840 in Scottsdale in September. So it's called Health Burner 1098 00:56:34,840 --> 00:56:39,640 Live and it's typically a client only events, but we open up 1099 00:56:39,640 --> 00:56:43,560 about 25 spots to people that are in our space who are 1100 00:56:43,560 --> 00:56:46,520 interested in kind of like being the soup for three days and just 1101 00:56:46,520 --> 00:56:47,840 kind of seeing what this is all about. 1102 00:56:48,440 --> 00:56:51,480 So that's September 20th to 22nd in Scottsdale. 1103 00:56:51,520 --> 00:56:53,800 It's really, it's a special event. 1104 00:56:53,800 --> 00:56:57,440 It's I've been to a lot of events in my time and it's kind 1105 00:56:57,440 --> 00:57:00,080 of like an unconference. It's very different from a lot 1106 00:57:00,080 --> 00:57:03,080 of conferences that, you know, people may have been to have 1107 00:57:03,200 --> 00:57:05,400 been to in the past, but that's that's coming up for us in 1108 00:57:05,400 --> 00:57:07,760 September. So yeah, that's what we're 1109 00:57:07,760 --> 00:57:09,360 gearing up for. Very cool, man. 1110 00:57:09,400 --> 00:57:11,040 Scottsdale's a cool place. I've got to know that. 1111 00:57:11,040 --> 00:57:12,200 That'll be an awesome conference. 1112 00:57:12,800 --> 00:57:15,520 Yeah, yeah, it's, it's nice. We do a camelback hike, so up 1113 00:57:15,520 --> 00:57:16,680 the mountain there in the morning. 1114 00:57:16,680 --> 00:57:19,320 It's we do a lot of cool stuff. Very cool, I'll link out to that 1115 00:57:19,320 --> 00:57:21,360 too. Is there like a spot online for 1116 00:57:21,360 --> 00:57:23,640 the conference where people can go and check that out as well if 1117 00:57:23,640 --> 00:57:29,200 they want to be one of the 25? Yeah, from our, I think the URL 1118 00:57:29,200 --> 00:57:33,200 is they can probably just get it from our Instagram page. 1119 00:57:33,200 --> 00:57:34,480 I think it might be linked up there. 1120 00:57:34,520 --> 00:57:37,040 I'll have to double check. But worst case, just hit us up 1121 00:57:37,040 --> 00:57:38,800 on Instagram and be like, I'm interested in the events. 1122 00:57:39,200 --> 00:57:40,560 So we will, you know, provide the link. 1123 00:57:40,920 --> 00:57:42,080 Awesome. Well, I'll link out to 1124 00:57:42,080 --> 00:57:44,520 everything that I can find. Yuri, I really appreciate the 1125 00:57:44,520 --> 00:57:47,280 time, Appreciate the insight and let's definitely keep in touch, 1126 00:57:47,280 --> 00:57:48,360 man. We'll keep the conversation 1127 00:57:48,360 --> 00:57:49,680 going. Yeah. 1128 00:57:49,680 --> 00:57:50,760 Thanks so much for having me, Robert. 1129 00:57:50,760 --> 00:57:51,600 You bet. Take care, brother. 1130 00:57:52,360 --> 00:57:52,560 You too.