Luis Barraza: Taking Risk in Business and Transforming Marketing

Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's up, guys?
This is Matt with A Vota Talkor the Real Matt Walton.
This is your hub for all thingsKingdom, business, businesses,
ministry, business strategy.
My goal is to provide as muchvalue, minute by minute, each
podcast that you listen to.
So let's get to it.
What's up, guys?
This is Matt with A Vota Talk,or at the Real Matt Walton,

(00:20):
depending on how you found me,and I am excited about my guest
today, which I will introducehere in a minute.
But thank you, guys for joiningus again.
I'm excited for today becausewe're going to be talking
specific marketing and brandingand we'll go off on some trails
as well on some other topics,but I'm very excited about that
and I just want to encourageeverybody that man, I have been

(00:41):
waking up early, eating right,exercising, for about nine
months now and waking up about4.30, sometimes 4.45 in the
morning Sometimes I get up alittle bit earlier always run at
least two miles.
I get about 15 miles in a weekand then I eat the animal-based
lifestyle, the animal-based diet, so meat like raw dairy fruit,
all that kind of stuff, and itcompletely cleared up my brain

(01:02):
fog, gave me energy through theroof and it helped me be more
present with my daughter andjust helped me operate at like
my top level at all times.
So that's for somebody outthere.
I know I always start thesewith that and that is to
hopefully encourage you, becausebefore that I couldn't have
cared less about my body,couldn't care less about my
health.
I was 220 pounds, I'm 160pounds.

(01:25):
Now I'm working on putting onmore weight.
I went to an event lastThursday it was a John Maxwell
event and I saw a bunch ofpeople in there I hadn't seen in
a year and not a single one ofthem recognized me.
And so somebody needs to hearthat Go, get away, get back into
the lab, get back into themental lab and become the

(01:46):
version of you that you know,that you're capable of, and
nobody will recognize you in sixmonths if you lock in and get
after it.
So hopefully that encouragesyou, but let's get into it.
This is Luis Barraza Barraza.
Yep, say that right, and hisbusiness is Galindo.
Is it Galindo Media?
Galindo Media, okay, you'rewelcome, man, Thanks, thanks for

(02:08):
having me.
Yeah, grateful, you're here,man.
Me and Luis.
We met at a.
It's a Founders League.
It was a pickleball league andfor business owners, investors,
founders, and me and Luis metthe very first day and one of
the things that I really met thevery first day and one of the
things that I really I mean Ijust thought was awesome, was

(02:28):
how cool you thought my productwas and how we use our business
and the impact and all that kindof stuff, because a lot of
times I can tell people and justkind of okay, cool, kind of
keep moving.
So when you have somebody thataligns on that because I know
you're doing a lot of similarthings and so I'm excited to get
into some of that today Luis isa father, a husband, he's an

(02:49):
army vet, a business owner andan investor and a pilot and, by
the way, he's got two kids Twokids and you've got one on the
way June, november 23rd.
Okay, that's awesome.

Speaker 2 (03:00):
Little girl, yeah, little girl.
First little girl.

Speaker 1 (03:06):
Okay, man, congratulations.
So let's jump right into it.
Cool, I want to talk about whatyou're doing.
We'll get into like strategyand all this stuff here in a
minute.
I don't want to necessarilytalk too much about, like here's
how I grew up, yeah, but like,where are you at now?
What are you working on?
How did you come about withgalindo media start that just
bring me up to date.
For the last few years.

Speaker 2 (03:25):
Okay, I guess we'll start where.
I've only been in Vegas threeand a half years three and a
half years for I guess coming upon four years.
But I moved to Vegas as I wasgetting out of the army so
didn't want to go back toCalifornia, for obvious reasons.
And then Vegas seemed like agood fit.
I lived here as a kid for likea year, literally just like
kindergarten to like first grade, and then my wife had lived

(03:45):
here as a kid.
So we're like, okay, like let'smove back to vegas.
It's, it's a, it's a hourflight from anywhere we need to
get to in california, because Ihave family in la, she has
family in sacramento, so so welanded in vegas and then I had
been doing the e-commerce thingwhile I was in the military, so
then I was like, okay, let mejust go all in on that.
My wife's obviously in the realestate space, but kind of the
whole Josh thing kind ofhappened too, so I'll get into

(04:05):
that.
But started, started operatingthat business in the first two
years.
First year was great, becausethe last three years was still
in the army and that's wherethat's why I got out of the army
.
I was having a lot of successonline.
So then I was like, okay, letme get out of the army and
continue this thing in Vegas.
Obviously, I didn't know whatwas next, but I knew that I
wanted to get.
I knew that nobody knew me inVegas.
I had no.

(04:26):
I got here with not knowing asoul.
So I was like, okay, let mejust get into these networks.
So I paid to join somemasterminds and whatnot.
And then I met this guy namedSean Bob.
Sean Bob invited me to hisChristmas party.
Christmas party, I met JoshGalindo.
Josh Galindo and me kind of hitit off there.
We started playing pickleballtogether at Lifetime.

(04:46):
We figured out we worked welltogether and I was like, okay,
this guy seems to, and I'mobviously I was being selfish,
but not in a bad way.
I was like, let me use this guy, but I want to.
I want him to benefit as well.
So I was like so I essentiallyput together a whole pitch deck
on what I wanted to do and I waslike, hey bro, we don't know
each other that well, but youseem like you got it figured out
in Vegas.
I'm a young kid I was 28 at thetime and I was like let me do
this with your name.

(05:06):
With your permission, let meleverage your brand that you've
spent a decade, two decades onhere in Vegas, and then I'll
build the business, operate it.
You just let me borrow yourname.
He gives me a yes, which I wasnot prepared for.
I was just like we'll see, I'llshoot my shot.
He said let's do it.
And I was like Whoa.
So next thing, you know, I'mlike all right.
So I started actually doing thework.
I shut down that business, likeI told you um, and I'm giving

(05:29):
you like a 30,000 foot view.
There's a lot of moreintricacies, but, uh, within a
two months I'm now at his officefull time, he's and stuff in
there.
We because you know everybodyhas wi-fi now.

(05:51):
So we ripped all that out andwe turned a closet into my first
office at that building and itwas kind of an ego hit right.
I went from having roughly15,000 square feet and feeling
like the fucking big guy when Iwalk into the to the my space,
like all these I, you know I hadeight guys working for me.
I go from all that to workingout of an office like a closet.
So my ego took a big hit,especially because everybody

(06:12):
which I still am having an issuewith now.
Everybody just treated me likealmost like a high-level
employee for Josh and I was likeno motherfuckers get this right
, partners, you know.
So I was.
So now people are starting tounderstand.
But you you have to look at itfrom an outside perspective is I
, was this big shot that isworking out of a closet Like it
doesn't?
It didn't go in alignment, butagain, long story short, from

(06:33):
the two off from that littlecloset, we ended up in three
offices and now we're finallymoving in next month into our
own space and I really feel likewithout Josh's brand, we
wouldn't have been able tobootstrap this business, cause
that's the cool part we have nodebt.
You know, we're probably doingsix, six figures to 150 a month
in revenue.
Um, and it's just cool to seeit all come to fruition off of
just an idea and literally meputting together a presentation

(06:55):
on Canva yeah, that's awesome.
Uh, they got to give credit toJosh.
You know he's.
He's introduced me to a lot ofhis network and it's been cool.
It's just been like seeing thatsomebody can see the hunger and
grit in a young kid has beencool.
But yeah, that's the 30,000foot view.
There's a lot I can get into,but that's kind of like the
super zoomed out version.

Speaker 1 (07:17):
So what did you have to do to get to where you're at
now?
I know there has to be somepersonal things that you're
working on to get to whereyou're at now.
I know there has to be somepersonal things that you're
working on to get to whereyou're at right now.
So you know, because I don'tsee you're not a slob, yep, I
just say you weren't one.
I know I was one before butwhat?
Are the those things thatyou're doing?

Speaker 2 (07:36):
So I can touch into a couple of things.
I actually liked how youstarted this um saying you know
you lost a bunch of weightanimal based Because, funny
enough, right before FoundersLeague.
The first day of FoundersLeague was the day I came off of
my 30-day water fast.
So I was pushing 240 pounds.
I'm sitting right around 200now, but it was the first week

(07:56):
of Founders League that I brokethe fast and I was like so I had
just finished a 30-day fastbecause I was kind of getting, I
was kind of becoming a slob.
I was you know the excuse oflike I was focused on the
business, I wasn't focused onmyself and blah, blah, blah, Um,
but I lost 40 pounds duringthat 30 day water fast.
I didn't eat for 30 days andyou know it was kind of like a
spiritual thing for me.
Like I wanted to just prove.

(08:16):
I'm going to backtrack a littlebit more.
The reason I did the fast wasthat was the.
The day before I started that30 day water fast was the day I
found out I was having a littlegirl or a little, a new baby.
I didn't know it was a girl yet.
Yeah, um, so I was like, let meprove that I can still do
things that I don't want to do,that are hard, because I was
like I was becoming a slob.
I was like walking aroundoverweight and I'm supposed to
be in alignment with Josh andhis people, and like there

(08:37):
wasn't an alignment, like I waslike this slob, you know.
So I did that 30 day water fastand then I really feel like the
beginning of that foundersleague goes like all right, I'm
gonna be more active.
That's why I signed up for theleague again, gonna be more
active, gonna start working out,and really, since the beginning
of that league, I've I'vemaintained the weight I'm.
I'm building more muscle nowand so my weight's kind of
staying the same.
But that was like the beginningreally.
So, like that, take care ofyourself, take care of your body

(08:59):
, and everything has been inalignment since then.
The moment that I startedtaking care of myself, all the
puzzle pieces started almostlike connecting.
The space is opening up, Likethe universe is like telling me
all right, you needed to do thatfirst before your next, your
next step is ready.
But I think even then it startsway back in like 2015.
I was a bartender in Sacramentoand I was, like you know kind of

(09:22):
going through the motions, youknow just waking up, taking a
couple shots, going to work andyou know being buzzed all day,
because that was the life I was.
I was crushing it, I was makinglike great money at the time
but it was all going back to thebars and I remember it was like
kind of like I make you know,if you, if we get to know me, I
make to get out of thisenvironment.
So I was like I don't have, Ican't stay here.
Like all these, all of my myfriends at the time are doing

(09:49):
the same shit I'm doing.
So I was like what do I do?
And at the time I was dating mywife and we had only been
dating for like eight months andI'm like I think I need to join
the military.
So I literally that day go tothe recruiter's office and I was
and I was always been a smartkid.
I was like, hey, I want to signup, but I need to do it like
now, Like I don't, I don't wantto be able to change my mind.
So I signed up for the militaryno-transcript military

(10:33):
marriages and I was a hundredpercent super will, like at that
point I was ready for her tolike leave me and just I have to
go build myself and start over.
Essentially, she's like okay,let's do it, and I'm like whoa,
so we fly to vegas.
Before we lived here labor day,weekend.
So we're about to hit her.

Speaker 1 (10:49):
Uh, seven seven or eight year anniversary this
september.

Speaker 2 (10:53):
First, yeah, and she's like and we get married,
or her parents are pissed.
You know, my parents are pissed, but we do it, we get married.
And then, uh, six months afterthat, she we're living in
georgia completely.
After that, she we're living ingeorgia.
Completely different life likewe're like in georgia.
How old are you at this?

Speaker 1 (11:08):
point 24 okay you're in the military, you're already
in the military.
Face out of georgia, oh yeahokay, augusta, georgia.

Speaker 2 (11:16):
Okay, terrible at telling stories.
So let's correct.
If you fall off, please stop.
Please stop me.
So we're in georgia and it'sjust a completely different life
.
Like I was used to waking up,taking shots, going to the bar
lexi, my wife shows up to thebar while I'm bartending, I make
her some drinks, whatever, fromthat to like essentially a nine
to five in the military, andthen you know, cooking dinner
and slow days, going to bed atlike 8 pm, like I was like this

(11:39):
is a big shift.
It was a very different, but wegot at that point.
We kind of truthfully, that'swhen we got to learn what to do,
how to act.
You know, like not being theguy in charge, I hated all of it
.
So, essentially, I startedGoogling how do I make money
online?
And that's what led me toe-commerce and that whole brand
and the whole e-commercebusiness and all that.
So, while I was in the military, um, I started making all this

(12:01):
online money and you got to keepin mind the military as a new
guy.
You're not making any money.
I'm making like $2,500 a month,three grand a month, like it's
like nothing, and like thee-commerce business skyrockets,
takes off.
I'm making, you know at thetime, 10 to 20K a month in
profit.
And I'm like, whoa, what I'mdoing online is paying me like
three or four times what themilitary is paying me, you know.

(12:22):
So at that point I'm like, okay, how do I get out?
So I only ended up doing threeyear, a three year contract, but
I get out of the army and thenthat's when the Vegas thing
starts.
But I think it all started withhaving a split second decision
saying I need to get out of thisenvironment and I need to go,
and then everything led to whereI'm at.
But it was a.
It was a decision I made inlike literally probably two
minutes, and I think a lot of mylife has been those decisions,

(12:43):
because a lot of people say youshould really think about what
you're doing and like, I justfeel like when I know, and
sometimes you go in the wrongdirection and I've made the
wrong decisions, but I don'tknow if it's serving me or if
it's not serving me.
But I know that if I don't makequick decisions, sometimes it
ends up biting me in the butt.
But quick decisions and takingaction have led me to everything
, everything that I'm doing.

Speaker 1 (13:03):
Dude, that's awesome.
That's what, like what I hearis you know you were called and
you had something in you thatwas like dude, you're capable so
much more you know than beingat the bar, than working at the
bar, than starting and drinkingearly Cause.
I felt the same exact thingwhen I was running around doing
all the things that I was doing.
It's like I knew that got tocall me to something far greater
than what I was currently doing, and it just took making a

(13:24):
decision and then starting tochange everything.
It's like there's a guy that'slike, if you're going this way
and you want to go this way, allyou have to do is turn, Like
it's so simple, it's socomplicated, but that's
literally all you have to do andjust start doing the things you
mentioned.
One thing about doing some hardthings and that's one of the
things that I talked to all myguys about is is, especially in
the morning time, waking up anddoing hard things, because that

(13:45):
does something to our mentalitywhen we wake up.
We don't want to wake up.
We immediately have to likestart battling that in our minds
.
If you're like me and I'm like,I'm immediately battling it in
my mind, but then you, you jumpup, you do what you know you
need to do, and then and thenyour next thing, you know you're
running around the neighborhood, nobody else is up with you,
but you're doing that with yourdaughter in mind, with your kids
in mind, with your future inmind, with all your people in

(14:06):
mind, knowing that, like, if Idon't do that, then I am the
ceiling to my business, and itjust creates this ceiling that
nobody can grow past.
But if I'm constantly growing,it gets into this law of the lid
that John Maxwell talks about,where just imagine a jar that
has a lid that just opens up andwhen you're constantly growing,
it's that lid that doesn'tcontain the items that are

(14:28):
within it.
And so that's what we do asleaders focus on our growth,
because that takes the lid offof all of our people and allows
for them to grow and grow intotheir full potential.

Speaker 2 (14:37):
Have you ever heard the?

Speaker 1 (14:39):
I don't know that, I can't quote it exactly, but it's
like you as a leader yourdreams have to be big enough to
fit your yes, your team's dreamsin dude dude.
I talked dude, oh yeah was.
My wife repeated that the otherday because I was um, that's
what I always tell people isdream big enough that your
dreams, that everybody else'sdreams, fit inside 100, so that

(14:59):
like ecosystem about.
That's that right there likeliterally everybody's dreams and
visions can fit inside of that.
Yeah, you know yeah yeah, I'mall about that man, all right.
So I want to get into um, justsome like.
I want to talk about yourbusiness model.
I know so you do media, events,branding let's start from a
high level, then I want to getpretty close.

(15:19):
But I want to talk about what.
What does that business modellook like?
How, how do you get clients?
And then we'll go from there.

Speaker 2 (15:26):
Yeah.
So I guess where I start ourbusiness model.
I would say 80% of it is on aretainer model, so small and
starting to go towards biggerbusiness.
A lot of smaller businesseswhere we started our retainers
are anywhere from 3 to 10K amonth, depending what you need,
and we're probably sittingaround 30.
Honestly, it fluctuates so much.

(15:48):
Let's just say 20 to 40 clientsa month, so again.
And then we do a lot of a lacarte stuff which is event
coverage and just mediaproduction, corporate interviews
, all that jazz.
But yeah, I mean it's based onretainer model and then it's all
based.
It's primarily social media.
Right now we're starting tolike get into the ad space and
the website space, so we have anin-house developer, all that
good stuff.
But it started with because I'mnot the smartest guy.

(16:09):
The funniest part is I starteda company where I'm not a
product expert, right.
So and I did that for a reasonI was like let me prove again,
prove hard things, let me provethat I can do up my sleeves and
go do the dirty work.
The good and bad part now iswhen things break.
I can't do that now in thisbusiness because I'm not.
I barely know how to turn onthe camera.
So I have to be able to build agood team, like I have to find

(16:33):
the right people, I have to goand build correctly and I have
to work on the business versusin the business.
And now I'm not even able towork in the business, which is
it's a blessing and a curse,because when things break, I
can't go in and fix things.
I have to find the right people, I have to build correctly and
yeah, um, but yeah, that's kindof the.
The business model is like Ijust I decided to build a
business where I'm not theproduct expert, um, but I have

(16:55):
the right people in place and uh, it's based off a retainer
model and then the, the waywe're acquiring clients is
through organic.
Really, I would say 50 of ourclients are referral based, so
our clients love the service andthey'll bring us.
You know their clients and thenjust straight up ads and cold
outbound reaching.
You know it's.
It's just old school stuff.

Speaker 1 (17:15):
it's nothing like networking, all that kind of
stuff.
Obviously networking, I saw.
I saw one of your ads the otherday, I think I saw it yesterday
.
Um that's, is that new?

Speaker 2 (17:23):
I think there's a few new ads we're running right now
.
We're trying to okay.
We truthfully we paused takingnew clients the last two months
just because of the new spacethere's a lot of, so maybe
you're seeing one of the new adcampaigns yeah, yeah, yeah, okay
, are you?

Speaker 1 (17:36):
are you pursuing certain revenue like hey, if
y'all three million and below,that's who we're pursuing, or
have you?

Speaker 2 (17:42):
we more, more, have like a minimum, like just
because, truthfully, again withworking with Josh, our initial
goal for the company was totarget a lot of realtors and we
realized a lot of realtors 90%of realtors don't actually do
any business.
It's like the top 10% ofrealtors do all the business.
So we're like, okay, this is asmall market, even though
there's thousands of agents.
Most of them can't even affordour service.

(18:03):
So we had to pivot andobviously with the Galindo name,
I thought that that was goingto be our clientele was realtors
in the real estate space.
But that didn't happen.
So we had to, you know, pivotand target businesses that we
normally they just qualifythemselves if they, if they
can't, if they're not doing atleast half a million dollars a
year in revenue.
But we do have like a sub offerwhere we're like look, you

(18:23):
can't afford a service, butwe're going to offer you into
our community where we're goingto have weekly calls and help
you get to the point where youcan't afford us and that's all
being rolled out.
Um, and we, we, we.
It's essentially Josh led andme led, where Josh is
essentially giving free businessadvice.
So we're kind of creating aplatform for Josh to be like a
business coach, and then thegoal is develop these businesses
to where they can come andafford our offer.

Speaker 1 (18:45):
Okay, so, yeah, okay, are you.
So what is your framework?
Whenever you get a client, orwhenever you I would just say
it's a lead when you starttalking to them, how do you go
through the process before theyactually sign up with you and
use your services?
Like what is that?

Speaker 2 (19:00):
process.
Yeah, so with the ad, if yousaw it, there's normally like an
intake form and we have a fewdifferent ad campaigns.
One's like let's just generateleads, like volume wise, and
then the one's like veryqualified leads, because we're
still testing that, likeobviously your cost per lead on
like the more qualified campaign, where it's like 20 questions,
like if somebody is going to gothrough that they're probably
more qualified than the guythat's just going to submit

(19:20):
phone and email.
So that's so the questionsthere.
I mean phone and email, sothat's so.
The question is there.
I mean they're pretty genericquestions, but it's just more
about qualifying them, which is,again, revenue.
How many employees do you have?
Like where are you based out of?
Is it a retail location?
Is it an online business?
All the all that stuff.
But then once they're qualifiedand they decide they they hop
on a call with miladin.
You might have.
Did you meet miladin?
He came, one found out, okay,one one founders, uh, but

(19:41):
they're hoping on a column line.
He's like our COO and our salesguy, really, and then he'll
just kind of go through them andsee what their goals are and
whatnot.
And this is where we've had to.
You know, if we're not inalignment with the brand, then a
lot of times we're in aposition now where we choose to
not work with everybody.
Yeah, just because, again withour space, there's a lot of guys
that want to come in and shoota course and start selling

(20:03):
something that's not legitimate,whatever, um, but yeah, so I
mean I would say that that's howwe qualify them and then we do
a whole onboarding process wherewe figure out again their goal,
their brand, everything and seeif it's in alignment.
I don't know if that'sanswering your question.
Yeah, no, no doubt so I um man.

Speaker 1 (20:18):
Have you ever heard of, uh, roy williams?
Do you know who roy williams is?

Speaker 2 (20:22):
of ads.

Speaker 1 (20:23):
Yeah, yeah, yeah, he's like.
Him and Dan Kennedy areprobably two of the biggest in
my world biggest legends when itcomes to marketing and media.
When you go through, it'sinteresting to hear different
approaches.
You know it's like differentthings work for different people
.
But his approach is you pay.
You can go in and pay him 10grand to go sit at the table
across from him and learneverything from him.

(20:45):
You can go and pay them.
There's other packages thatthey have where they do these
what they call big idea days.
So, let's just say you'relooking to you're not in the
space that you're in and you'relooking to do that.
What they'll do and looking tobring on somebody to your team
that would do your marketing,branding, whatever it is that
y'all agree to.
What they're going to do isthey're going to have you fly
out to them.

(21:05):
They do a what they call a bigidea day, where you literally
spend 12, 14 hours with them,whiteboarding, going through
everything.
They ask questions, make sureyour expectations are aligned,
all of that.
Then from there they, you comeback and, if you choose, they
give you their pitch andeverything on what their costs
are and everything.
Then, if you choose to workwith them and bring them on
board, then they'll come andthey'll do an Uncovery Day where

(21:26):
they come and they uncovereverything about your business
and learn that they need tolearn.
And they're going through theirwhole slew of everything,
working towards whateverservices that you're utilizing
them for.
So it's more of like a businessconsulting firm than a marketing
agency, but they do, but theyhave partners, so they have over
, almost over, I think it's overa hundred partners across the
country.
So they go in and they wouldsay, okay, well, you need you

(21:47):
know whatever it is.
So they they, they hear yourvision here, what you, what it
is that you need.
And then you're like, well, Ineed a branding guy, I need a
marketing guy, I need to add guy.
And then you go and they form ateam of those specific experts,
or I need to add copy guy orwhoever it is, and then that's
your team.
So you have a guy, an expert,for each one of those areas
right there and, um, and they'rethey're like I'm talking

(22:09):
extremely, extremely qualifiedguys that have done, um,
hundreds of millions orrepresenting billions of dollars
worth of revenue, companiesthat are doing that much in
revenue every single month.
So it's just different.
It's like when I was goingthrough the process of different
marketing companies, themajority of marketing companies
all do it the same and they'regoing to figure out from you,
tell you what they offer, andthen you want to use us or not.

(22:31):
And so the thing that I reallywas impressed with them was they
just took that to another leveland we're like, yeah, okay, we
can do this, let's uncover moreabout you, let's do a big idea
day.
Oh, and, by the way, everythingthat you need, I've got people
for that and we can form a form,a team for that.
So, and then they do.
There's different price modelstoo, you know, because you can
go in and pay minimal, you know,and pay something very, very

(22:51):
minimal at front depends on yourrevenue.
But like they'll do, they dowhere you up until so they'll.
I don't care if you're doingtwo and a half million dollars
today.
They start at zero, and whenyou get up to a million dollars
in revenue is when they get paidmore.
Let's just say if you don't grow, they don't grow, which I do.

(23:11):
I love that.
So many media companies arelike do you pay me five grand,
seven grand, whatever it is, fortheir services which to do your
thing right, not talking bad todo whatever it is that you do,
but the?
But they grow with, with, withyou, and so you pay a minimum
upfront cost and and then youjust pay that monthly, that
monthly cost right there.
But what they do is thenthey'll go back, they'll,

(23:33):
they'll take my strategy, vision, everything, and then they'll
go in and they'll just applythat to you know their full
strategy that then they comeback and pitch and then they've
negotiated billions of dollarsworth of like ad, tv ad,
whatever it is you know.
And so then they don't take acut on those ads, which is
another thing you know, becausemost people are going to take
cuts on most companies, cutswhenever you go to radio or TV,

(23:55):
and so they don't.
They don't do any of that andin fact it will go directly
through the company.
They'll negotiate it, but thenyou pay the media companies, you
don't pay them.
So but then, like, if you startout in your above 3 million in
revenue, then they'll work toget you.
So they'll start at zero andthen they'll go.
Your fee will be a little bitmore monthly, a little bit more
upfront, all that kind of stuff,but then they'll, their fee

(24:17):
will increase at the 3 millionrevenue mark and it like, if you
grow a hundred percent, theyget paid.
A hundred percent more, youknow, and you go 12%, they get
paid.
If you get a decrease, they geta decrease.
You know what I mean.
So it's like there's more to it, a little bit more to it, but I
really, I really respect thatkind of approach.
What are your thoughts on that?

Speaker 2 (24:37):
the funny part is like we we have a, I feel as if
I have a pretty big vision forthe company, cause my goal is to
get to the point where we'rewe're more taking equity
positions in company.
We're kind of become anacquisitions company.
I don't know how far away thatis, because I'd like to at some
point offer that.
It's just hard to do that rightnow at such a small scale,
especially cause we bootstrappedthis thing.

(24:57):
We started this thing withliterally like three grand.
But what do you mean by it?
So equity, so like yeah, soessentially like, if I see a
business that I really believein, like, hey, we're gonna do
everything for free, essentiallyfor X percentage of the
business, and if we don't grow,we can have like some sort of
clause We've talked about italready where it's like, look,

(25:23):
if in six months to a year ortwo years, whatever that
framework, that framework lookslike, then we'll just walk away,
you know, but obviously at thatpoint we can be more picky and
I have real revenue and like ainfrastructure that can support
my team without making anyrevenue.
So it's like I feel like to getto that point where we have a
little bit more room to grow.
You know, we're, we're juststarting off.
I told you, I think, while we'rewalking up here, I feel like my
true beginning of this businessis literally next month.
Like it's been a loading screenup until now, like you know
like, yeah, it's been a loadingscreen, like it's been.

(25:44):
It's been like reinvesting allof the money back into the
business to get to this point.
But now I feel like in the nextyear like a lot's going to
change and like a lot ofpivoting is going to change.
Where I think I don't thinkwe're going to become an
acquisitions company where wecan go in and be your fractional
CMO and if you don't grow, wedon't grow.
And that's the only client wedo that for which is funny is

(26:06):
Josh, right, Because Josh is ourpartner in the company, so he
doesn't pay us for mediaservices.
We get a percentage of growthwithin Galindo Group and then
Galindo, his brand, personalbranding for coaching and
whatnot, so that's the onlycompany we can technically do
that with.

Speaker 1 (26:23):
Dude, I love that man .
Yeah, that, like another thing,is obviously paid more if the
company, as the company,performs more.
Yep, and another idea is apercent on the sale of the
business.
So it's like you know, if theychoose to sell the business,
then you get a 1%, 2%, 3%,whatever that is, and so you're
not actually getting equity, butyou're getting a percent on
that sale, you know, and thenyou get a 1%, 2%, 3%, whatever
that is, and so you're notactually getting equity, but
you're getting a percent on thatsale, and then you can

(26:44):
negotiate clauses in there.
If it doesn't sell at this time, we get X amount of dollars or
whatever.
Because my thing is, as acompany that will, as marketing
services is I love that ideabecause one of these days I'll
buy you out.
I'll go in and buy you out.
If we, if we, if we come tothat agreement and and and it's

(27:06):
a 1% agreement and you're beingpaid, you know, 1500 bucks a
month or three grand a month orwhatever it is, but we're
increasing by thousands ofpercent, you're going to
eventually get checks for 30, 40, $50,000 a month.
Yeah, then whenever I sell thebusiness, let's just say I sell
for that a hundred milliondollar mark that I am pursuing
right now.
That's a big million dollarcheck right there.
I can go in there and just paythat off on day one.

(27:27):
So my my thing, from my side ofthings, I'll either buy you out
or buy into every company thatbelieved in me and my company.
Does that make sense?
They'll buy out or buy into.
So that's cool.
Yeah, I love that, causethere's so much, there's so much
to do there, like there's somany plays there for your scale

(27:48):
and like just your growth.
What is you?
I'm going off with an ad I sawyesterday from you.
Ok, because you one of thethings I loved it, by the way
because you're like your contentsucks and I'm like, yeah, no, I
love that.
Yeah, then why?
What?
Let me ask a different way whatmakes good content and why?

Speaker 2 (28:01):
Let me ask in a different way what makes good
content?
Well, that's a loaded question,because it changes every week,
every month, every day.
And you don't want to say thesimple answer of like oh, you
just got to follow trends,because that's what every
marketing agency is going to say.
It's like, oh, you just got toget views, you got to go viral.
That's what they all say.
And it's like I think itdepends on the business.
And that's where we have tolike figure out, like what is

(28:21):
your goal as a business and yourcontent can suck for you but
not suck for another business.
Yeah, so, for example, we havelike a big dental company that's
our client, and at thebeginning they were like, hey,
like we're not getting any views, we're not getting like a you
know, any sort of like return.
And then, all of a sudden, twoor three months in, with the

(28:43):
same amount of views, nothing'schanged.
Like their, their sales havelike doubled.
And then they're like you know,it's, it's brand recognition,
it's just trust, the same, it'snot about the views, it's people
that are already finding youthrough other mediums, because
it's it's about brand um, brandloyalty.
I guess the way to say it islike it's just, um, becoming the
expert in your space.
Cause now the people, eventhough you're only getting a

(29:03):
thousand views a video, whateverit is, hypothetically those are
way more qualified leadsbecause it's such a niche down.
You know you're talking to youraudience, so they're there.
Um, what this client sells is ummouth replacement.
So, like they'll do arches thatyou know, if you're essentially
like very high level dentures,they're not normal dentures.
They do very like theircheapest products 60 to 80 K.

(29:26):
Oh, wow, uh, for the for fullmouth restoration.
Yeah.
So their clientele think aboutit is all in their fifties to
eighties.
You know they're all olderpeople.
So they, at the beginning theircontent sucked because they're
talking, they're doing all thetrends they're doing.
Like at the beginning theircontent sucked because they're
talking, they're doing all thetrends.
They're doing like, oh, we'redoing these funny trends.
I'm like, yeah, and that'sgoing to go to.
Like people in their twentiesand thirties Like, you have to

(29:47):
understand what your contentgoal is.
So with their content itstarted getting more boring
talking head stuff Like, hey,this is why you should pick this
versus this, and it's veryboring and their views plummeted
but their sales grew.
So it's like and then withother Is that just because of
quality?
You think I wouldn't even callit quality.
I think it's the messaging Okay,Like, and that's another thing.
It's like.
A lot of times these agenciesare like we're going to edit

(30:09):
your videos and they're going tobe so fancy and we're going to
do all these designs andgraphics.
It's all about messaging Likebecause their messaging just it
got fixed.
Essentially they were messagingthe wrong people, which you
still gotta have a little bit ofthat virality.
So you do the trends, but youmake sure that a lot of your
content is just educational, ifthat's the goal to educate the
consumer, and think about it.

(30:29):
There's no 50 to 80 year oldsscrolling on TikTok and
Instagram.
So why are you making thesetrendy videos?
Just to get more followers onyour freaking Instagram?
You don't care about followers.
You want money.
You know, you want leads.
So I think people's contentsucks because they're creating
the content with no purpose.
They're creating the content insearch of views, virality and
shares and more followers, whichis the wrong goal.

(30:51):
So people's content sucksbecause they don't know why
they're making the content.

Speaker 1 (30:54):
Yeah, no, I love it.
What do you think about eachplatform?
Different approach on eachplatform.
So when I look at likeInstagram as an example, it's a
commercial basically, you know,so it should be a commercial.
Now you're going to see acomplete revamp in every single
social platform that I have inthe next couple of months, and
including radio website, all ofthat kind of going to the next

(31:17):
level.
You get to a point where you'redoing a strategy and they're
like, okay, the strategy is wayoutdated, now it's time to go to
the next level on the strategy.
So one of those things is usingis right now we're on Instagram,
facebook, tiktok, youtube, andit's saying, okay, I don't need
to be on all of those, I onlyneed to be on one, maybe two of
those.
And I'm actually going tochange where YouTube is geared
towards gaining trust and a lotmore long form content and then

(31:41):
post maybe twice a month maybe,um, and then you can always do
shorts and all that.
I'm really do you agree?
It's kind of where I'm going.
And then instagram commercial.
You know, kind of develop thattrust, continue to develop that
trust.
Maybe throw out someeducational but really, really
high quality looking.
Yeah, not so much with thegraphics.
We've done graphics before andwe actually got more views.
Is this accurate?

(32:01):
Got more views on no graphicsand all of that than having all
of that stuff.
So do you agree with that?
Is there a different approachfor each platform?
When I look at the verybeginning of my time with
marketing and after I boughtthis business, it was yeah,
let's tell the story about theproduct and how the business is
used and let's just share thatacross social media.

(32:22):
Now it's like YouTube has astrategy, instagram has a
strategy.
So if I decide to go shoot avideo on how big my pools are,
to show how many people are inthere, and I bring in an editor
or videographer to record that,I have all of my guys jumping in
.
Yeah, I'm going to get 15 otherpieces of content, a hundred
percent For that.

Speaker 2 (32:39):
So what are you hearing that?
So one of the things we tell alot of our clients is like and
we're actually pivoting Cause Ithink this was more accurate a
year ago, two years ago is we welike to do?
Like the shotgun approach waslike hey, look, at the beginning
we're going to try a fewdifferent pillars and then we're
going to kind of see what grabswhat platforms like your and
it's.
I don't like it because I feellike it's it's uh, what's the

(33:08):
word clouding the platform alittle bit.
Because now you see these bigchannels with so many
subscribers on youtube but I'mlike, are they here for the long
form or the short form?
Like it's so confusing.
But so we're kind of trying tostay away from YouTube shorts a
little bit, even though we knowthere's an opportunity there if
you do it correctly.
But 100 percent, every platformshould be treated differently.
But I would say at thebeginning because a lot of
people get overwhelmed with thatit's like just make.

(33:31):
I always say, pick one, pickone to start and then just use
that content for the otherplatforms.
It's probably not going to becatered to that platform, but
it's a start and then, as yougrow, you can start catering to
that platform.
The worst thing is just to becompletely irrelevant on one
platform, because even if youhave one good video on a
specific platform, you can driveit to the right platform.
You can just you know they allcross collaborate.

(33:52):
Now On YouTube, you can havelinks to your Instagram, your
TikTok and vice versa.
But we 100% agree that everyplatform should be catered
differently, but don't let thatstop you from just getting into
them.
Like I always say, just focuson one until you've mastered one
, and then you can grow.

Speaker 1 (34:06):
And then even you're focusing on one, but you're
still doing that shotgun methodwhere you're still posting on a
bunch of yeah, just kind of likewhat we're doing, but again
it's outdated.
We're about to change thatwhole strategy.
Yeah, focus on, go from fourplatforms down to two to three
platforms and then reallyhyper-focus.
So whenever I'm strategizingover, let's shoot this style of
video, we're going to do thislength and this style and this

(34:29):
script for YouTube and thenwe're going to pull this short
from it and we can post that onInstagram because it aligns with
the vision from Instagram Isthat kind of similar A hundred
percent.

Speaker 2 (34:39):
Yeah, it's like, I would say, with YouTube.
Obviously, it's one thing thatand this is where this is our
theory, we may be wrong we'relike, like Instagram is a lot
more like right now.
What we're seeing is like a lotless edited.
The raw stuff's doing reallywell if you're entertaining
entertaining but it's a lot morereality TV show clips, like you
know, like day in the lifestuff, pov, whatever, all that
stuff's doing well where you'retalking about your business with

(35:01):
YouTube, with the long form,people just want to be educated.
Nobody's going to watch.
You know there is some, somecreators that have big platforms
but like nobody's going towatch long YouTube videos at
least the ones that create realleads and value to just be
entertained.
They want to be educated insome way or another.
Versus like Instagram, it'sit's it's just entertainment.
So it's like there's differentgoals within platforms, we think

(35:21):
.

Speaker 1 (35:22):
What are you looking at?
What is your biggest metricsthat you're looking at on social
media and I know it probablyvaries platform to platform, but
is it duration that people areactually staying on there, how
long they're watching, how manyviews?
What are you looking at?

Speaker 2 (35:35):
Biggest thing right now for Instagram shares.
Shares.
It's important, especially withour, with our clients, and
that's when you know, whenyou're on a trendy video, right,
you're going to get shares,cause the funniest part is,
everything gets recycled whichwe don't like.
Like, you see one trend nextthing.
You know you've seen thefreaking kid lately Like, yeah,
everybody's doing that.
Yes, you get views, but it'slike okay, great, are those

(35:56):
qualified views?
Are those qualified people thatyou even want to see your
product?

Speaker 1 (36:00):
Dude, so sorry to cut you off.
Yeah, Do you avoid those.
So let's talk Instagram.
Do you avoid those altogetherand say and this may come down
to strategy, yeah, yeah, butit's like, if the strategy is
what I just described likecommercial style content, do you
then supplement with somefiller content that would be
more trendy style content to getreels in or to get views in?
Is that?

Speaker 2 (36:21):
Yeah, I would say it just has to be a right balance
because, like you do want thoseviews right?
Because if a million people seeit, you're bound to have some
people in there that arequalified.
But you don't want to only dothat trend.
You still want to have contentthat's educational on your
platform, or else people are notjust going to scroll you and
just watch trends, like they'drather just scroll their for you
page and watch trends.

(36:41):
But there's a lot of socialmedia managers now that they
just go and do all the trendswith their, with their clients,
which is great for views andmaybe even followers, but mostly
views.
Most people aren't going toconvert to followers from that,
but you're still not educatingyour, your ideal client.
So it's a mix where we usuallysay 80, 20, it's like 20%.
Mess around, have some fun,let's do some trends.

(37:04):
80% should be educational.
It should be like what, whyshould you work with me?
Who who is Matt?
Who's Luis?
Just tell?
Like even personal stories,like educating people, whatever.
It should be a lot moreeducational than entertaining
for your friends.
Again, for YouTube it's like Ithink almost flip where it's
like 80, like a 80% educational,20% entertainment.
Okay, so that's our theory andfor us it's worked so far,

(37:25):
especially for our, our dentalclient.
I like them Cause they're likea perfect example of like their
views plummeted but their, theirsales like doubled.
It's like that goes to show.
It's like cause you weren'teducating your client, you're
entertaining them.

Speaker 1 (37:36):
You know what do you think for a product-based
business?
Where have you seen the bestchannel to be at to get the most
qualified leads?
Have you experienced that yet?

Speaker 2 (37:44):
I would say it probably depends on the price
point of High ticket.
High ticket probably YouTubeOkay, Probably YouTube, yeah.
And you want to go into YouTubeand do a long-form video about
the process of the product andthen, you know, make it
entertaining too.
But, like for, I'm justthinking about your pool
business.
It'd be cool to go to an airbnband shoot the video there yeah
you know like versus like in thewarehouse, because people want

(38:05):
to see the pretty.
You know like.
That's where we're struggling,even with josh's brand, because
josh is uh, it's real estate,right.
So with his high ticket productof houses it's not as flashy
because he's in that mid, he'sin the mid price point for homes
.
He specializes in in housesfrom 400 to 800,000, which in
Vegas is like pretty mid versuslike all these great, these big

(38:25):
creators on YouTube that are inreal estate.
They're all selling the premiumluxury products and it's just
not our niche but so it getshard to sell it on online.
But with you I think it couldbe super entertaining because
people, oh, container pool, thatseems interesting.
I know I've for sure watchedvideos of container pools just
because it was entertaining.
It was on my page.
So I think it depends on theproduct, but 100% YouTube for

(38:45):
high ticket, Like you have tolow ticket.
I would say like even super lowticket.
Tiktok, TikTok shops has been.
We have one client who theydon't have, like per se, a
specific product theymanufacture, but they're like a
drop shipper and they'll findlittle five to $10 products and
you can set them up on yourTikTok page where we can go and
create a little video for themand they get freaking tons of

(39:07):
sales at five to $10, five to$10 products.
You know, back in the day wehad one guy this was before I
was in the space I had a friendwho was selling fidget spinners.
Remember those things?
Oh yeah, yeah, Dude mademillions off of fidget spinners
on TikTok and Instagram.
But Instagram shops kind offailed.
But it was supposed to roll out.
It just never did very well.
But TikTok shops low ticket, Um.
And then Instagram.
They have products on there butwe haven't seen anybody do

(39:31):
really well there in terms oflike, selling, merch and whatnot
.
But YouTube for sure.
Okay, yeah.

Speaker 1 (39:36):
Awesome, yeah, there's some.
There's like so many, so muchcontent that I'm about to get
into shows like day in the lifecontent of the guys back in the
back actually my days but alsointegrating the all my fellows
back in the back, um,highlighting their stories
already do like story highlightsof the guys, um, but really
showing them in their element,working back there.
More of of of that you knowwhat I mean.

(39:58):
So not just so much interview Broll, but like interview hey,
here he is doing the job.
It'll be educational, there'llbe a multi-purpose behind that,
but it'll be shot as like areality show.
And then there, then I'm goingto I'm going to more than likely
do a few episodes, see whatkind of traction that gains,
with the goal of gettingqualified leads.
The goal isn't necessarily getbig followers and all of that,

(40:20):
it's just getting qualifiedleads.
And then the followers would bea precursor to that Precursor,
if that's the right way to usethat and then do a backyard
transformations.
So do like full videos, likewe'll get drone shots of the 18
wheelers going down the mountainyeah, that'd be cool Getting to
the location, and then we'll doa full backyard transformation.

Speaker 2 (40:41):
The biggest thing with YouTube, though, is the
video can be super great.
Just make sure the packaging iscorrect.
Okay, which is like titlethumbnail.
Like sometimes the greatestvideo won't do well just because
you have one wrong word in thetitle.
You know, like even again goingback to Josh and a couple of
our clients like we've launcheda video it was like reality type
show and we changed one word inthe title and and the video has

(41:03):
already been out for three daysand we're like it's just not
getting the traction.
We know it's a good video.
What's going on?
We changed something in thetitle, we changed the thumbnail.
Boom, the freaking videoexplodes, wow.
So it's not always just makesure you're packed packaging on
YouTube.
I would say it's 50% of thework.

Speaker 1 (41:17):
So, dude, going off of that, would you recommend
doing multiple posts for justabout every post and split
testing them.

Speaker 2 (41:24):
Yes and no, because then you're contaminating your
data, because if it's the samevideo packaged differently,
youtube's going to know, becauseYouTube's algorithm is
transcribing the videos becausethey have the caption I got you.
It's like hey, he posted thisvideo twice, yeah, and you're
packaging it differently.
But the cool thing is nowYouTube is letting you split
test thumbnails, which is cool.
So now you can upload threethumbnails on YouTube.

(41:46):
They haven't rolled out thetitles.
They say they're going to rollout titles, which we're waiting
for.
I think that's going to be agame changer when, right now,
though, the thumbnail you'reseeing on a.
Mr video, same video, differentthumbnail.
Because they're letting you,they're letting you split test
three right now and that's beena game changer for us.
Like, since we did that, likewe saw our views like go up by

(42:06):
40 on on certain clients.
We started split testing video,uh, thumbnails, because the
thumbnail is the first thing theguy, the client sees, or the,
the viewer sees.
They don't even look at thetitle, they look at the title,
they look at the thumbnail andthen title what goes into a good
thumbnail.
That, again, that's where Ithink it's going to be industry
specific.

Speaker 1 (42:23):
Is it a bunch of graphics and maybe some small
verbiage?
It's emotion.

Speaker 2 (42:27):
Like if you had to, if it was one word, it's emotion
.
Like you have to spark anemotion, Like you can't just be
like everybody.
The old thumbnails, it's likepointing, pointing at the title
or like thumbs up, it's likegreat but, and they used to have
a lot of wording and like texton the thumbnail.
Now again, like you want tolook at these big creators who
are entertaining, but how do youmake that for if it's business

(42:48):
like, how do you make itentertaining for business?
It's like you know not, it'snot words on the thing, it's
just driving emotion, whetherit's your face you know shooting
100 photos with differentemotions on your face and
putting that but it's reallygoing to be like what is the
goal of that video?

Speaker 1 (42:59):
yeah, but, it's spark emotion use ai to generate
images, or yes, and?

Speaker 2 (43:04):
no, ai's uh change is is obviously changing every day
.
We were using ai, but we use aimore for the foundation and
then after that you got to tweakit.
But ai is getting to the pointwhere you can damn near use it
on its own, which is kind ofscary for, like, I know a lot of
guys, graphic designers whotheir whole business was, oh,
I'm a thumbnail designer.
Yeah, I was like well, your jobjust got took.
Yeah, because now you canliterally sketch there's a,

(43:26):
there's a couple of differentones, but you can like, sketch
an idea of your thumbnail andjust be like hey, here's a photo
of me, here's the background,here's the idea, make me a
thumbnail and it, like sp, spitsout a perfect thumbnail.
Mr beast just got a lot ofbacklash actually because he was
promoting some ai thumbnailmaker and obviously his audience
is a lot of creators, so hiscreators are like and a lot of.

(43:48):
He essentially got backlash hey, you're hurting the industry,
like you're costing us jobs now.
So he had to go in and be likeI think what I think is a fake
apology, but you can never know.
You know he essentially went inand apologized hey guys, I
actually really like workingwith thumbnail designers.
They have more creativity thanAI and blah blah, and I'm like I

(44:10):
think that's just his way ofcovering his ass, but that goes
to show that if he was promotingit, there was some belief
behind it.

Speaker 1 (44:15):
Yeah.

Speaker 2 (44:15):
Like you know and you , but you have to be careful
with with promoting it right nowbecause with when you're at
that level, cause you can kindof piss off the wrong people.
I gotcha yeah.

Speaker 1 (44:24):
That's what like for me.
Thumbnails, you talk aboutemotion and some of the ones
that, like I click on are thosethat do just that.
Man, like I think, for me andmy product.
It's like it's showing like anawesome pool with a house in the
background, maybe some kidsjumping in or whatever.
The purpose of that video is,um, cause I know when I'm
watching like Christian contentor if I'm watching like a

(44:45):
preacher or something like that,that's coming on, he's talking
about maybe like like thedemonic realm or something like
that, and he has some imagesthat portray that immediately it
sparks some sparks and emotionand then I click on that video.
You know what about titles?
Are you like emotion?
Orjis?
Like using exclamation points?
Like what?

Speaker 2 (45:03):
is the best title.
That's where you just be payingattention to keywords on
YouTube, and there's like acouple tools.
One of 10 is like a softwarethat we use for YouTube
analytics YouTube Buddy butthere's like a lot of where it's
like you can.
nowadays it's kind of becomingirrelevant, but it's still
relevant right now, where nowYouTube is transcribing your
video right and they can thealgorithm can go and pull the
keywords or whatever, but itused to be that you just have to

(45:24):
pick the right keywords andit's like, for example, that
video with with Josh right, theone that I told you we like, we
changed a few things and itskyrocketed.
The original title was, likeyou know, day in the life of Las
Vegas real estate investor, andthen episode one, blah, blah,
blah.
All we did was day in the lifeof real estate millionaire.
That little change skyrocketed.
The video, same audience, sameeverything.
And it's just like you have to.

(45:44):
Kind of that's where you do haveto become a little click baity,
but don't, don't fake it.
You still have to be real.
Like the millionaire thing isobviously real, but like you
have to just go and research thekeywords with with one of 10,
you can see the keywords thatare a key word.
You know, quote, unquote,trending which you want to see
if those keywords can tie toyour video.
If they don't, don't use them,because then you're going to,

(46:06):
you're going to accidentally getsomebody who clicks on your
video and they only watch it forfive seconds and then they hop
off and then that hurts yourvideo.
So you don't want to lie, butyou just want to see what
keywords are going to tie bestto your video.

Speaker 1 (46:17):
Okay, yeah, your video.
Okay yeah, are you hooking atthe very beginning, within the
first minute or so, and then,and then so are you showing the
end, like anything?
You're maybe you'rerepresenting a restaurant and
you're doing a video on thisdish.
Are you showing the dish andthen doing the video?

Speaker 2 (46:32):
yeah, you always want to kind of show the, tell them
why they should stick aroundaround to the end, right, like,
like I think it was like sixmonths ago ai was.
Ai has been a trend topic forthe last um, um, like year.
Yeah, you know, year and a halflike really trending.
But one of the things you knowand everybody's we stopped doing
this because everybody's doingit now.
But you know, when you start avideo, it's like hey, we're

(46:54):
going to give you five differentways to use ai, blah, blah.
Number five is the mostimportant, so make sure you
stick around for that, andpeople would still stick around
and you would see the view timesget affected.
But, yes, you want to just tellthem what's at the end and why
it's worth staying.
I wouldn't necessarily show thewhole picture at the end, but
tell them why they should stayto the end.
And the ones that do stay aregoing to be the ones that are
most qualified.

(47:14):
Because, again, I don't thinknone of us care about how many
views our videos get, about howmany views our videos get.

Speaker 1 (47:22):
We want leads.

Speaker 2 (47:22):
You know, we want people who are qualified for our
product and a lot.
And that's where I think theindustry has manipulated, like
the desire of even the consumer,cause the consumer doesn't want
, the business owner doesn'tknow what they want.
They all want views andfollowers and trends.
It's like why?
Why Like?
it doesn't make any sense.
It's like it's so frustratingbecause, unfortunately, we get
judged, my business gets judged.
I'm like, oh, these are theirclients and they're not even

(47:43):
getting that many views.
I'm like, well, is the goalviews?
Seriously Ask them how theirbusiness is.

Speaker 1 (47:49):
Yeah, how was it since I started working with you
?
How have things increased?

Speaker 2 (47:52):
We're looking at revenue that increased, so I
want to pivot just a little bitSorry if I sometimes, I like, am
answering a question and then Ihave another thought and my
brain goes there in my brain.
You're in the right place, ok,we rabbit?

Speaker 1 (48:05):
hole all the time.
Yeah, yeah, yeah, you're good.
So so one of the things thatI'm doing right now is like
looking at marketing as a wholefrom TV, radio, mailers, organic
SEO website those, for me,everything we're talking about,
so that's a lot.
Paperper-click are y'all doy'all do that.

(48:26):
Is that something that y'all do?

Speaker 2 (48:27):
run ads, and yeah, we do internally for a few clients
.
Like I said, 80 of our businessis content, 20 we're starting
to like.
Here's my thing with thebusiness I don't want to scale,
and this is maybe I'm a youngguy and I'm still learning.
I don't like the idea ofscaling vertically in this model
because content is hard to keepclient.
Our average turn is six monthsto a year.
Right, because people, a lot ofpeople, don't see the ROI

(48:50):
because oh well, you know, wait,say that one more time People
don't.
It's hard to like convey ROIwith content because they don't
know that the sales are directlycoming from us.
You know, and some businessowners get it.
They're like well, since westarted doing this, the
revenue's grown.
We can't really track itbecause we will have tracking
links and whatnot, but a lot ofthe times nowadays people are
smart.
You know they're going to landon your Instagram, they're going

(49:10):
to see your stuff, they like it, they're going to go Google you
, they.
So I think that the best way tokeep these clients long-term is
to start scaling horizontally,which is like okay, now that
we've mastered the content, nowwe can start running into.
I would say for like 30 to 40%of our clients.

(49:32):
We're running their ads now atleast meta ads, not necessarily
a Google Google.
We're only doing it for twoclients, but again, we're very
picky with who we're doing it.
We're doing it for adermatology clinic in Mexico
city and then we're doing it forthe dental clinic.
So, like we're very specific onwho we're willing to run PPC
for, because, again, we don'teven do PPC for Josh because
real estate leads are soexpensive.
Where it's like Josh, you havea big enough brand, where you

(49:53):
don't really need a PPC, let'sjust focus on your branding and
your let's.
Let's do PPC, but for Glindo,for your keywords that you own
and the branding that you own,not real estate, because a
freaking lead on Google rightnow for real estate it's like
upwards of $400 to $1,000 perlead and you're looking at what
One out of 10 leads to close.
You're looking at $10,000 toclose maybe a $20,000 to $30,000
deal.
That's not the greatest return.

(50:14):
It's terrible.
It's just a very so industryspecific.
We'll do it, yeah.

Speaker 1 (50:19):
Dude, I lived that man.
It was costing me $6,000 toacquire a client doing PPC, so
it was a little bit over $6,000,but I got away from that
because it was just so much andthe return wasn't there.
Whereas when I had two websitesand they were both branded with
my brands and both of them thesecond website was like number

(50:39):
one or number two on Googlebecause it'd been around for a
while Schema scores were up.
It did everything it should do.
Then, because of that, mywebsite was branded the same and
just increased in SEO becausepeople were seeing that, not
knowing if that was legit or not, so they would research my
company, land on my website, soit just helped my scores when I

(50:59):
got rid of that side of thethings.
My my personal website is stillperforming very, very well and
sending me very qualified leads.
So it's just interestingbecause I think PPC is.
I don't think it'll ever goaway, but I like I'm not as
excited about that as I used tobe and it takes forever for me,
for me personally.
I can go run some ads right nowand then in maybe four months.

(51:20):
I can go run some ads right nowand then in maybe four months I
can start to see somewhat of areturn.
But again, dude, you're six,eight, ten thousand dollars to
acquire a client on there andyou're paying a ton per click.
So your budget is getting eatenup immediately.

Speaker 2 (51:32):
Yeah and again.
But going back to AI, I don'teven use Google anymore.
Like you know, google was likethe, where you go for
information, like you want to goand google find an article.
Now my brain goes straight tochat, like I go talk to chat,
gbt.
And here's a scary part whichyou know open ai is starting to
test.
Open ai, the company.

(51:52):
They're starting to testadvertising in chat.
So I'm like, okay, that's gonnaget dirty and I'm like you
might have to pay for a monthlysubscription.
I don't know, I pay for proright but, like for the free
chat users, they're starting totest advertising.
We've already seen peopletalking about it.
So now OpenAI is becoming theGoogle right, because which is
good for people who are stillolder demographic, because
they're still going to Googleand searching for a company.

(52:14):
But we were looking for a glasscompany in Vegas.
You know cause?
We're going to do a lot ofglass at the new space.
I didn't go to Google, I saidhey, and because now chat has
this deep research mode, I waslike, hey, find me the top five
companies in the zip code thatdo glass, blah, blah, and then
give me the pros and cons ofwhatever you know.
You have to prompt it veryspecifically and that's how I

(52:35):
found the company we're going towork with.
So it's like Ppc and googlethey're still obviously, they're
still relevant, but, like Ithink, we're so early into the
ai world that we don't evenrealize that ai is going to be
the become become the newadvertising platform yeah so I,
the moment that they roll outadvertising for ai excuse me, I
cuss a lot.
The moment that that gets rolledout, I'm already like we need
to be on that.
Yeah, like is, if chat is goingto start advertising me, great,

(52:58):
you know that you're.
That's where you just got toget to, where the, the audience
is, before the audience is there, and then you're gonna it's all
, it's all.
Uh, what is it called, was it?
What year was it?
It was before I got intobusiness.
But, like, if you were early tofacebook ads, you were crushing
it right now.
Be early to fucking aiadvertising because the they're
they're so cheap right now thatthey have to make their money
advertising.
That's what.

(53:18):
That's how all these companiesmake their money advertising.
So I think that what's going tohappen is Google PPC is going
to get cheaper, but that'sbecause there's going to be less
results, because people aregoing to be using chat and AI
and the AI platforms are goingto be advertising.
There'll be a little sponsorthing because of legality, so
you'll know that it's anadvertisement will start to be
less of a thing.
Yep, we literally were talkingto an SEO guy yesterday.

(53:40):
He's our in-house guy.
He wasn't at.
No, he did come to one game atFounders Camilo.
She probably didn't meet him,but we were like, dude, like SEO
is like yes, it's stillrelevant, but we see it slowly
dwindling away just because ofAI, unfortunately, fortunately.

Speaker 1 (53:55):
However you want to look at it, I think if you place
your business correctly, you'llbe fine obviously Like what I
see is I agree, I'm seeing that,I'm hearing that as well, but I
think that your SEO isimportant right now.
Your Google, my Business issuper important right now and
the content on social media issuper important right now.

(54:15):
And then, like, how you'rerepresented on Bing is super
important because that's where,with the deep research the AI is
being, is pulling from.
And then, like, right now, IGoogle I did the same thing with
my company.
You know we were top three,that was listed, but then I
searched different prompt and Iwasn't on there.
And so I'm like okay, so youstart strategizing on how we can
utilize what we currently have,knowing that probably SEO is

(54:37):
going to get overlooked hereeventually, but it can be a tool
that can get us right now on AI, you know, and literally on the
top results for chat, gpt.
And then by the time you're ontop results, then everybody
starts to figure it out.
Then you start playing the newgame that's at play and then
kind of leave that old gamebehind 100%.

Speaker 2 (54:52):
That's where it's like we were.
But even Google, like becausewe're using AI for, like, blog
writing.
You know blog writing and youknow blog writing and you know
now Google is not like they'rereally good at picking up what
is AI and what's not.
So now it's like it's so good,like it's insane Cause, like we
were, I would say, six monthsago, ai for blog.
We had essentially automatedblog posting, hidden backlinks,
blah, blah, all the jazz.

(55:12):
It's not even working anymore.
Now it's like okay, now we'vegot to go in and manually do all
of it again because it's justrecognizing that it's AI and now
the SEO is not as optimized.

Speaker 1 (55:22):
Yeah, do you?
Do you recommend I'm pivotingagain but do you recommend
multiple?
Let's just say you sell aproduct to.
Let's take my product as anexample.
I sell to homeowners, but Ialso sell to, like I sell to,
niche demographics.
So like short-term rentalpeople and homeowners, let's
talk about those two.
Would you have two websites onegeared, both branded, towards

(55:45):
you, one geared towards each ofthose audiences, with funnels?
Obviously you're going tofunnel them through.
That is going to ultimatelywell, they're not going to
funnel through to the mainwebsite, they're going to stay
on that website, but all theinformation will be geared
towards them.
Or having one website dropdowns, different pages for your
different demographics?

Speaker 2 (56:04):
See, that's funny, cause I'm having.
I'm having that battle withmyself right now with a new
space Cause we think cause withthe it's almost like a new
business because with our newspace it's going to be like
studio rental, you know, likered king studios, like this.
So we're like shit, like arepeople going to get confused
because we're targeting rightnow as a, as a marketing agency,
we're targeting businesses andtrying to film remotely and this

(56:26):
and that.
But with our new offer, orside-by-side offer, we're going
to have this new offer.
So we're like do we do Glendostudios and Glendo media, two
different websites, or do we doGlendo media with a dropdown
that's podcast production andthis and that?
So truthfully, I don't know theanswer to that, but I think,
from my guts been telling me, Ithink you keep one powerful
brand, but but at the cause, atthe end of the day, if you're
driving the traffic to thewebsite, you can figure, you can

(56:49):
tell, you can tell them to landon the landing page.
It's for them.
But that's where my gut'stelling me, especially with with
cause I'm dealing, dealing withthe same dilemma right now
where our offer is about to bekind of I keep using the word
contaminated, I don't know ifthat's the right word, but it's
a different offer.
It's like it's a, it'sessentially like a site.
It's like I said, we're scalinghorizontally and now we're
starting to have differentaudiences, and I don't want to

(57:10):
confuse our original audience.
Yeah, so it it's hard, but mygut is telling me, and this is
what Josh told me too, with hisbrands keep it.
One powerful brand.

Speaker 1 (57:19):
Okay, yeah.
It's really good to know.
I am because I'm kind of on thefence on it, you know.
Yeah, the way that I probablywill go about it is because this
is we have different businessesand different kind of products
and I'm going to, more thanlikely, try two to three
different websites.
I'll do it.
I'll let you know the data.

(57:40):
Yeah, yeah.

Speaker 2 (57:41):
We'll see how that works.

Speaker 1 (57:42):
Yeah, because I'm going to have one geared towards
short-term rentals, one gearedtowards homeowners, and I may
even have one geared towardscontractors.
That's still something that I'mgoing to do.
But are they going to be thesame, like it'll be underneath
my umbrella, contain your pools,but I don't know if it will be.
That's still up in the air,right?

(58:02):
So will I go in and do maybelike short-term rental and and
rename that and obviously have awhole brand around that, yeah,
or will it be the same brand?
I don't know yet.

Speaker 2 (58:12):
I don't know yet because that's because that's
where, again, seo gets into play, right.
And then that's where it's likeI don't want to make.
Okay, my brain's going.
We were thinking about doing arename for glendo media and we
still are thinking about it.
But you know, with seo, a lotof these other marketing
agencies in vegas are like, oh,las vegas studios, las vegas
marketing agency, because seo ithelped.

(58:33):
But we're like, okay, are wegoing to lean more into the
brand?
Because I was like, because youknow, when you're talking about
putting together a differentwebsite, I would try it out STR
pools, whatever, and then onethat's like not geared towards
them, and then see if the SEOhelps.
Because we think it does, butwe think it's also temporary.
So we're like I think it will,it would benefit us in the short
term, not the long term.
I got you, so we were, so Ithink we're going to be which is

(58:55):
the first time I'm saying thison camera we want to honor Josh,
wants to honor my name on thecompany.
So I think we're going to justtry it.
We're going to.
We essentially have twoiterations that we're going to
do.
We're going to just do GalindoBarraza, which is GB Media Cause
.
Then it kind of takes away fromGalindo, because I think
Galindo's name has doneeverything it can to get us to
this point.
Now it's like can we sink orswim on our own Cause?
I don't want to keeppiggybacking off of his brand.

(59:16):
It's not dishonoring him, it'sjust now we're together because
it's truthfully.
I get treated a lot as like ahigh level employee versus the
owner because it's Josh's nameon the company, which I've never
had an ego play with it.
Josh is like look man, we'regoing to be doing this new space
.
Let's try this If it doesn'twork from our names, and go and
do what you just said and try ageneric name that's like a

(59:38):
marketing agency or whatever,like something that has nothing
to do with our names, but we'regoing to try it in iterations
now at the same time.

Speaker 1 (59:43):
Yeah, Okay, that's fascinating man.
Yeah, Like I love it becauseit's like a lot of it is is we
go off of what we know hasworked in the past for others,
we apply it to ourselves, welook at the data and then we
make it work for ourselves andeverything is changing.
So we're always having to go tothe next level.
It's such a such an integralpart of any business.
You know, like mine, like I,it's not my business, but it's a

(01:00:03):
.
It is my business, it's a hugepart of my business and without
it, this thing doesn't do whatwhat it does.
So what about?
I want to go down to like adcopy and all of that I mean, and
then we'll start to wrap up.
Yeah, yeah, so do you have adcopywriters?
I know you mentioned a secondago about using ChatGPT for some
of that stuff.
What's your approach?

Speaker 2 (01:00:23):
Yeah, I mean.
So I'm not the expert here, butI'll explain it from the way I
understand it, because I'd haveto have my guy answer that
question for you.
But we do have a copywriter.
She actually was working forRyan Pineda before.

Speaker 1 (01:00:34):
Yeah, you know who Pineda is.
Oh, yeah.

Speaker 2 (01:00:35):
Yeah, and she was working for Grant Cardone before
.
She was working for Ryan Pineda.
So she's helping us with our adcopy freelance.
So she's not in-house, sheessentially freelances.
So we'll give her our ideaswith chat.
So I'm like, hey, this is whatneed to have her fully in-house.

(01:00:58):
Yet and she's so good that noweverybody's trying to like scoop
her where like she was workingfull-time for Pineda and Cardone
before that where she's.
I think she's seeing that shehas leverage now, because when
you're good at copy and again wedon't know how long copy is
going to be important for withAI, but right now it's still
relevant.
So she's essentially like aproofreading our copy that we

(01:01:19):
are generating with AI, and thenshe's going in and fixing it
that way and then Milos willhandle that the whole.
He'll IDA with chat and ourin-house team, get her in for a
new client or a meeting and thengo that way.

Speaker 1 (01:01:32):
That's what we're doing now.
Okay, so how?
So you know how I use mybusiness.
You know how I use my businessfor hiring the guys that are in
prison and on the streets, sohow important.
When you talk about brand, Iguess this is a very broad
question.
But is that the brand or isthat a piece of the brand?

(01:01:53):
What makes up a brand?
And then, how do you tell thatstory?
How do you approach that?

Speaker 2 (01:01:58):
I remember we talked about that at founders league
because I I remember like, whyare you talking about that
online?
And you said you are slightly,but in my head I feel like
that's how you lead the division.
I think that'd be from anoutside perspective.
I thought it was cool as hell.
Like I was very like what?
Like that's so cool, slightside, tangent.
I took a little bit of a, whichit backfired, but I took a

(01:02:20):
little bit of that, like I wantto help somebody.
So we actually had a this is aside story and we'll get back to
that I took in this guy and Igave him a place to live condo
Like one of my condos that wassitting empty uh, hooked him up.
He kept making the wrongdecision, wrong decision, wrong
decision.
Long story short, I had to firehim and now he's still living
in my condo.
But so maybe this is a questionthat I want to spend back on.

(01:02:42):
You is like, how do you knowwhen somebody is actually going
to change?
Because I feel like I tried tohelp somebody and it bit me in
the ass and it hurt the businessand blah, blah.
But to kind of answer yourquestion, I would say you, I
would want to lead with that.
Like, have testimonials of theguys.
This is working at containerpools has changed my life.
Boom, like that's the hook.
Why, what the hell working at apool company change your life?
What do you mean?

(01:03:02):
They do this, this and that.
Oh, that's cool.
And then people who align withyour values are probably, even
if they weren't gonna buy a pool, they might want to buy a pool,
you know whatever, just tosupport the vision or whatever.
But I think, lead with that,because it's it's just a cool
story.

Speaker 1 (01:03:15):
Dude, I'm with you.
Like I started, that was kindof a uh in addition to the
approach this year was to startto highlight their stories.
And it's about to shift anothertime because I still I want to
highlight their stories from adifferent angle.
So much sitting down talking.
That'll still be incorporatedinto it, but it'll be a little
bit different approach.
Yeah, but I think you know, forme it's like it's it's when you

(01:03:38):
go to my website now there'svery little about pools, you
know, and I did thatintentionally.
And now I'm about to have mywebsite completely redone again.
There's going to be more aboutpools.
I'm going to take them on theirjourney.
All still, while this is liketop, top of mind, you know, with
with how I business, becausewhat I noticed when I was before
I had the well, the verybeginning, whenever I got here,
whenever I bought this business,I was doing all the sales and
doing everything.

(01:03:58):
Now my wife will handle thebulk of the sales and I'll come
in and kind of close them andwe'll piggyback.
What I noticed is when I tellthe story with somebody on the
phone, the conversion rates goway up.
Because if I can sit here on thephone and tell you everything
on a discovery call you need toknow, and then I can say, hey,
are you cool with me telling youabout, like, who you're buying

(01:04:19):
from, just give me 45 secondsand I tell them and then that
helps them know, like, and trustme just a little bit more.

Speaker 2 (01:04:25):
So how much, how helpful would it be if they knew
the story before they got here.

Speaker 1 (01:04:29):
Dude amen.

Speaker 2 (01:04:30):
Seriously, that's where it's like okay, yeah, I
mean, that was, that's it.
It's like how do you tell thestory before they get here and
they're already pre-qualifiedbefore they walk in the door and
your, your closings go, your,your conversion rate just
skyrocket.

Speaker 1 (01:04:42):
Yeah.

Speaker 2 (01:04:42):
Yeah, it's hard to tell the story, though.

Speaker 1 (01:04:44):
Yeah, yeah, yeah, yeah, yeah I mean there's a
crazy with it, you know.
But if you don't have a budgetor the budget's very minimal,
then you kind of work with whatyou got.
Yeah, like to answer yourquestion.
Like one of the things that Ido up here is like how how you

(01:05:05):
know is so with the guys that Ihire, I have to have military
style structure.
First off is how I live my life.
Then I have to so I emulate orI implement that here.
Then I have to have programs inplace for them to run through
that help me monitor theirgrowth.
So what that means is when youcome on, whenever I hire

(01:05:27):
somebody that comes on.
Let's just say, I have aministry where we go to
university in Twain everyTuesday partnered with World
Vision partnered, like we go andpreach the gospel, pass out
food, do all that kind of stuff.
And sometimes I meet peoplethat look for jobs and I've
hired a guy that I've actuallymet out doing that kind of stuff
.
So what I learned in that is Ididn't have a training program
for them to run through.

(01:05:48):
So when he came on he was doingthe jobs, doing some of the
stuff, but he was doing less andless and less and less, and
then he stopped aligning withcertain things we were doing
here bringing drugs into theworkplace, all of that.
So obviously that's animmediate, you know, got to let
you go.
But I don't just, I don't justlet them go.
I look for help for them.

(01:06:09):
If they want help, I will helpyou find help.
Um, and if you're looking toget help, I promise you I do
this all the time with my guysLike I'll get them into a rehab
or something like that.
So to sum that up, I bring inguys, no matter who they are,
where they come from, worst ofthe worst, dirtiest of the
dirtiest they can come in.
They'll run through thetraining program.

(01:06:30):
As long as they meet therequirements laid out in the
training program, then I willinvest in them more.
So during the training programI invest in their hourly or
salary, which then is hourly pay.
That's it.
And then at the end of that 75day period the training period
assuming they align and all ofthat, I then will technically
really hire them.

(01:06:50):
They'll come on, I will investwelding carts, uniforms,
everything into them.
Then they start this journey ofa six-month journey where, if
they go through this six-monthjourney well, they will then be
invited to a Dream Chaseraccountability program.
That's a nine-month programthat walks alongside them to
help them accomplish their goals.

(01:07:11):
So it's what are your personal,professional and financial goals
?
And let's figure out those forone, three, five and seven years
.
And then let me tell you howyou're going to accomplish all
these things.
And so I walked them throughthat for months and then to see
them.
So you constantly set things up.
It's like you measure thethings that you expect.

(01:07:32):
I line out my expectations.
If they're not meeting those,then they already know at the
very beginning that we have tomove ways.
So it's about how you start out.
What programs do you have inplace, how are you measuring it?
And then, if they're notaligning with that, then it's
time to move.
What percentage?

Speaker 2 (01:07:48):
of that first, before you invest in them outside of
an hourly wage fall out.

Speaker 1 (01:07:52):
I would say I would say, out of my latest hires, two
of the six, so two of the six,fell out.
They had the skills, they werefar more skilled than actually
the majority of guys back there,but we didn't align on a number
of values that were at place.
So, like for me to decreasethat it's because I have a very,

(01:08:13):
I have like a high retention.
I don't my guys don't turn over.
Like when I get guys and theyrun through these things, dude,
they love being here and theystay on.
I'm blessed for that.
But when I what I've learned ishow I hire, so I go through
certain things.
So like, literally, if I'mhiring you and we're across and
I start singing and you getannoyed by that, we're not.
I'll sing happy, all sayinghappy birthday, happy birthday.

(01:08:35):
And like see how you respond,dude.
And if you don't respond well,like yeah, responded right there
.

Speaker 2 (01:08:40):
don't like all right, we're gonna we're fine, you
know what they were.
See, I can't even likecomprehend, like how else would
somebody respond like what thehell is this guy doing?

Speaker 1 (01:08:48):
yeah, like yeah, who's this guy?
But yeah, offended by it, don'treally say anything, or they're
coming to the office.
I'm like, okay, we're gonnahave a hard time acting hard
time acting, because I guess Icompletely did it wrong.

Speaker 2 (01:08:57):
You know you mean well, but I took this guy in.
He didn't have anything and Iwas like all right, let's go buy
you clothes, let's go buy youthis.
He told me he was having babymama issues and I'm like look,
I'm going to hook you up, I'mgoing to set you up in this
condo, this and that.
And he took a mile type thingand, uh, bit me in the butt.
Long story short, you know Ihad to fire him but I just felt
like I was, I didn't have thestructure, I just had like I

(01:09:19):
just kept giving him versus likemaking him earn it, I guess.
And yeah, I just bit me in thebutt and I'm like but I feel
like he genuinely was a good guy.
He just kept making the wrongdecisions and I think it's
because I I lack an actualstructure.
I was just trying to helpsomebody, versus like giving him
the opportunity to helpthemselves.

Speaker 1 (01:09:34):
It's such a big thing because guys like you, like you
got a massive heart and then,without that structure, same
thing we do massive heart tohelp these guys without that
structure.
So, like the way that I tiethat is a lot of people.
So there's a study, there's atrue study that was done on kids
and on playground, and so theyhad a fence set up around the
playground and those kids whothey were running, playing in

(01:09:55):
the playground, putting theirhands to the fence, all that
stuff, literally.
The next day they took thefence down.
Those kids didn't leave themiddle of that playground, they
stayed huddled up in the middleof the playground.
So what that showed me wasboundaries provide the freedom.
So I'll tie this to scripture,because most people are like
dude, I have to live withinthese laws.
Dude, this is where freedomlies.
Right, whenever you live withinthe rules and the laws that are

(01:10:17):
laid out in scripture, so samething in life.
So that's the approach that Itake with my guys.
Back there is yeah, you, dude, Iwant to help everybody.
I can't help everybody, so, butthose that I can help, if you
run through this program, wellthen you're going to be with me
in 10 to 15 years.
And not only that.
There's a good chance thatyou'll be a part owner, because
a big goal of mine is to createat least five millionaires

(01:10:37):
whenever I exit for a hundredmillion plus.
That's a big goal of mine.
So it's like, if you're, I planon giving up percentages of my
business to my top people andthe guys that helped me get to
that point, and that goes foreverybody.
I don't care if you came offthe streets and you were hired
and you were doing grunt workfirst and all of a sudden you
elevate and now you're leadingthe shop and doing different
things like that, but you havean opportunity to come on as an

(01:10:58):
equity partner, as maybe a partowner or maybe you get a
percentage of the sale, becausewhat that does is that's going
to align our values, and nowyou're going to move at the same
pace that I am and as quicklyas I can get other people moving
at our pace whenever we'reowners of the business and
operating it the better.

Speaker 2 (01:11:12):
That's so funny because like better.
That's so funny Cause, likesometimes, founders get so
irritated.
I just feel like he's not.
I feel like he's just notworking as hard as me.
Of course he's not.
He doesn't own the thing.
You got to give him a piece ofthe pie.
So it's like you know, me andJosh are.
You know, we're obviouslyequity partners.
We, we started this thing andthen we recently brought on
Mladen, my COO, as an equitypartner.

(01:11:33):
We gave him a percentage andit's like you can just, night
and day, they start treating itlike it's their own.
So it's like you're going to getmore out of them, and then
that's going to grow thebusiness, which makes your exit
bigger, it's like, but a lot ofpeople, a lot of founders, are
so greedy with that equity, eventhough it's not worth anything
right now.
And then it's like well, haveyou ever heard the analogy?
It's like would you ever rather?
Or a slice of a watermelon.

Speaker 1 (01:11:53):
Yeah.

Speaker 2 (01:11:53):
You know, it's the same thing.
It's like, dude, you make otherpeople bigger, you're going to
be bigger Seriously, yeah.
But I've learned that recently,where I was like I don't want
to give up percentage, yeah.
And then I'm like, well, Iguess he's going to work harder
and 100% night and day.

Speaker 1 (01:12:08):
Dude, we're like on the same page of that, because
as quick as cause like I had tobattle that too, because I'm
like dude, this is my companyand I'm the one that blah, blah,
blah, blah, blah.
You know you start going throughall those thoughts and the
pride, the ego that comes withall that.
And then you're like but thegoal is to get to this point at
this time here.
So what's the fastest way thatI can get there?

(01:12:28):
And I know, for me it'ssurrounding myself with smarter
people than me.
For me it's giving up apercentage equities, percentage
of the sale to certain people,bringing on hiring from top down
instead of from bottom up.
Now you have to hire bottom up,you know, at times to get work
done, but hiring from top down,making sure that those you're
hiring from top down arealigning and are the experts and
make you feel dumb wheneveryou're around their presence

(01:12:50):
because you're going to them.
Hey, it's kind of like the wayyou answered me earlier.
I got to go to my guy, dude, Ilove that answer.
Yeah, because a lot of businessowners won't have the gall to
say that because they want toknow everything 100%.
When somebody like me, I seeright through that and I'm like
dude, I know you don't know that.
Yeah, why don't you just sayyou don't know that?
But this person does you know?
I don't know if you know thisor not, but Henry Ford was being

(01:13:14):
sued and he was going through alawsuit.
This is like way back in theday, yeah, and they were suing
him.
I'm going to butcher the storya little bit.
Okay, but for being dumb.
Literally, they sued the guyfor being dumb.
So, as he was going throughthis whole thing, he was sitting
in court and they were askinghim dumb questions to get his
response.
And they asked like, do youknow how many?

(01:13:39):
I don't remember the exactquestion, but you know how many
people got killed in battle?
And he's like well, I don'tknow the exact data to answer
that question, but I have heard,and I do know, that less people
came home than went, and sothey continue to press them,
which is like a good response.
They continue to press them.
And he said listen, I'm notgoing to continue to answer
these questions, because when Iam at my facility and you ask me

(01:14:00):
a question that I don't know, Ipress this button here and I
get Jim in and Jim knows theanswer to that.
So it's not about me knowingall the answers and me having
the people on my bus that knowall the answers.
So he like shut the room down.
At that point.
That, right there, dude,expanded my mind.
And now I'm like dude, yeah,well, let's go to Donovan, let's
ask him.
Let's go to Taylor, let's askhim.

Speaker 2 (01:14:17):
Well, the funny part is I never heard that story,
which is cool, but that was mywhole premise with why I wanted
to start this company.
I was like I have no idea aboutany of this, like I just need
to be a good builder andeverything will happen.
Like again, some of thequestions that you asked, I'm
giving you my pov, but like if Ihad my guys in here answering
them, they'd be completelydifferent answers.

(01:14:38):
Yeah, so I might be wrong, butit's like and I and it
truthfully bites me in the buttsometimes I, because of who I am
, I'll, I'll go network and I'llsay this, this, and that the
company or the client sits downwith my get, with my, with my
guy, and they're like what thehell did you tell them?
You know?
So it's good and bad.
So I think I have to obviouslyunderstand it to a to a to a to
a basic level.

(01:14:58):
But I'm definitely not theproduct expert like and I the
the joke I always tell is like Ibarely know how to turn on the
camera.
Guys like, I'm not the guy toanswer that question though I
have to redirect a lot of it tomy guys but but I did that at
the beginning intentionally andagain it's pros and cons.
I didn't want to be in thebusiness.
I was like because at thewarehouse, when shit got ugly,

(01:15:18):
the only person that the onlypeople that suffered was my
family, because I had to roll upmy sleeves and do the dirty
work, which meant I was working12 to 16 hour days, yeah, and
now I can't do that.
At five o'clock my guys leaveand I'm like I have to be a lot
better about building the rightteam, because now my family gets
to have me home at 5 30 andsince that it has been that yeah
, there's days where we got toput in longer hours, but in in,

(01:15:40):
like the grand scheme of things,like, even though I'm now that
I'm not the product expert, II'm in a better position to lead
, so yeah, I think one of theone of the um biggest lessons
that I've learned in the lastthree, because I just moved here
three years ago too.

Speaker 1 (01:15:56):
You know that yeah, yeah, houston, but uh came from
Texas.

Speaker 2 (01:15:59):
I left from El Paso.

Speaker 1 (01:16:00):
That was my last station drove through El Paso,
coming up here ate that waterburger, like right on the border
there, yeah, you know that'sfunny.
And then came up, went throughAlpine Arizona like went through
, stayed in the beautiful cat,it was awesome, yeah.
Yeah, it was awesome driving.
I've never been to El Paso,yeah.

Speaker 2 (01:16:16):
Everybody tells me it's not really Texas, it's like
pretty much New Mexico.

Speaker 1 (01:16:20):
Yeah.

Speaker 2 (01:16:20):
We're in a different time zone.
Oh, do you really?
Yeah, el Paso's like the onlylittle piece of Texas that's on
the central or mountain time.

Speaker 1 (01:16:28):
Yeah, okay, yeah, crazy um.
All right, so let's, uh, we'llwrap up cool, cool um.

Speaker 2 (01:16:40):
one more dude, I've got a lot of stuff because we
started to really get into it,yeah um we'll have to do this
again when we get our new spaceopen, like come in, because my
goal is to start shooting my podagain, so you could come check
out the space and we'll shoot apod over there love to man love
to what is so two questions.

Speaker 1 (01:16:52):
What are you?
Are you a reader?

Speaker 2 (01:16:54):
I listener listener for sure, not so much a reader.
I was a reader, but then Idiscovered audiobooks.
Yeah, I freaking loveaudiobooks.
But yeah, what?

Speaker 1 (01:17:03):
one book that specifically geared towards
marketing and branding that mostpeople don't know.
Anything come to mind the brand, story the brand story talking
about with uh.
What's his name?
I?

Speaker 2 (01:17:13):
don't even remember, but it was a recent listen, but
let me look it up.
It's the brand story, I believe, but there's a story, brand,
story, brand is it?
Donald miller is it that one?
Yeah, building a story brandbuilding a story.
Yeah, building a story bydonald miller, and there's a
great podcast on uh by or noteven a podcast caleb ralston.
Do you know who he is?
No, so he has like a six, sevenhour youtube video about

(01:17:35):
branding Greatest freaking thingI've ever seen you posted about
that.

Speaker 1 (01:17:38):
Yeah, on your story, I saw it, yeah yeah, yeah.
So that's the only way I knowyeah.

Speaker 2 (01:17:41):
Caleb Ralston he's worked with like Gary Vee
Hermosi.
He was their brand director, myvideographer.
Right now, again I try networkof guys.
That video, I would say, ismore valuable in terms of real
online branding than anyfreaking book or podcast that I

(01:18:04):
listened to.
Okay, that's good to know dude.
It's um I'm actually going tohave with the new space.
Caleb is going to come help usbuild it out, which I'm really
excited about.
I build a relationship with him.
He lives in Vegas.

Speaker 1 (01:18:17):
Oh really Okay, Awesome man.
The relationship with him here.
He lives in vegas oh reallyokay, awesome man.
Last question is uh, I don'tknow if you tie this to god or
what, but what is god teachingyou or what are you learning
right now?
What's a lesson that you've hadto learn like vulnerable is
where I'm getting at so what's alesson that god is teaching me
right now?

Speaker 2 (01:18:31):
I guess, is the question yeah that's hard, but I
I will say that it like and Idon't know if it was God or
because I've heard it from aperson too is like it gets
better, just like stay in thegame, and really I think it's
just having the tenacity andgrit to be a leader.
It's not easy to be a leaderand everybody always glorifies
it, everybody always like, oh,that's the boss, must be nice.

(01:18:54):
It's like dude, dude, I have somuch more on my shoulders than
you.
Yeah, like you know, peopledon't get it and I think, like
just knowing that there is likea light at the end of the tunnel
.
As long as you stay, stay thelane, be a good person and just
keep.
Keep walking.
Yes, one foot after another.
I feel like there's been a lotof times where I I derail a
little bit, like even like mybody right, like I was focused
on the business, but stop takingcare of myself.

(01:19:15):
It's like just keep walking theline, just one foot in front of
the other, and it'll all getbetter.
Yeah awesome.

Speaker 1 (01:19:20):
Yeah, man got like.
For me, man, it's that likefull trusting god and because I
don't know if you know this, butlike god speaks and he still
speaks to this day, and likehe'll speak to you, he'll speak
through other people to you,does this with me all the time
and it's learning how tolearning what his voice sounds
like.
And as soon as you start tounderstand what God's voice

(01:19:43):
sounds like, dude, he will takeyou to levels that you can't
even imagine.
And then he reveals the truthof his son, jesus.
He reveals the truth of thegospel.
He reveals all of that.

Speaker 2 (01:19:55):
So do you feel like because you said, learn to trust
god I like when you finallylearn to trust god, your stress
like damn doesn't disappear butit just like dwindles.
Because I will say, I feel likeI carry a lot of stress because
I never know what's going tohappen.
I always feel like every day isa fire.
So it's like and and me andjosh have talked about this in
the past where it's like youjust got to know that it's going

(01:20:15):
to work out and you got to justtrust the, the unit.
We say the universe a lot.
We say God I'm not superreligious, I grew up Catholic
and whatnot but so we always saythe universe and maybe that's
our way of speaking to God, butum, we're.
We always say like the universeis going to figure it out, like
we're going to keep you knowit's all gonna work out, like
we're good people and that's thefirst root of everything is

(01:20:36):
just be a good person, we think.
But yeah, I always feel likeit's hard for me to trust the
universe because I've beenburned in the past but, I'm
learning to trust the universebecause the last two, three
years have really like sinceI've started taking care of
myself and other people has justlike exploded every from just
learning, being around the rightpeople, like seeing like kind
of like all the dots connect andlike really the foundation has

(01:20:57):
been laid.
Now I can see it all happeningbecause I just started trusting
the universe.
So I don't know if that's kindof in alignment with what you
asked, but yeah, dude, totallyyeah, no man.

Speaker 1 (01:21:06):
So God he does things like.
Did you know?
Have you ever heard the storyof the parting of the Red Sea?
Does that even ring a bell?

Speaker 2 (01:21:13):
Slightly rings a bell , but you know.

Speaker 1 (01:21:15):
So there was, the Israelites were under the rule
of King Pharaoh, and I'll bevery generic with this God
called Moses to free his people,those people from underneath
King Pharaoh, and so he causedMoses to go in and get his
people from the city.
You know, the city's back inthe day like big walls around

(01:21:36):
them, yeah, yeah.
So he called them to go in andget his people from the city.
You know, the cities back inthe day had like big walls
around them, yeah, yeah.
So he called them to go in, getthe people out.
So he got his people out andthey ended up in the wilderness
for like 40 years.
This is like literal truth.
And what God did during thosemoments was while they were
fleeing because King Pharaoh hadall of his men go flee or
pursue them and chase after themis God led them to the place

(01:21:59):
where they couldn't escapeanymore.
He led them to the red seawhile they were trailing behind
him and they're like you can'tgo anywhere now, we're just
waiting for them to come murderus.
And then, all of a sudden, theseas opened up and then they
were able to run through it.
Then the seas came crashingdown on their enemies.
This is what God does, is he?
When we learn to trust God,he's going to lead you into a
place where there's no out,where you're like I got no clue,

(01:22:21):
I have no clue but to trust God.
And then what happens is Godopens that sea and then all of a
sudden you're like, oh my God.

Speaker 2 (01:22:30):
That's a good story, cause, again, I feel like with I
keep referencing this new spacein my head.
I feel like that's the truebeginning of this new life and
venture and business journey,cause, like I have no idea when
we get into there.
I just know that we're going tofigure it out once we get there
, I don't know how, I just knowthat the business might pivot.
And one of the stories that Ilike is like BlackBerry remember

(01:22:51):
BlackBerry phone?
Oh yeah.
Like they are no longer a cellphone company but they're still
a billion dollar company doingsoftware tech.
So it's like we might end updoing something completely
different.
All I know is we've got to getinto this new space that's our.
That's where this thing starts.
We have the foundation.
We're going to figure it out.
I don't know how or what or why, but all I know is I will.

(01:23:14):
I have the grit and ten story.
That's a good one.

Speaker 1 (01:23:15):
That's awesome, dude.
That's awesome.
All right, there's so much Ican get into, man, that's good.
So I wrote this.
Okay, I do this for not all myguests, but for the majority of
my guests.
I didn't know, so I really feltlike God was.
So God leads me to writedifferent things for different
people, and sometimes it can beprophetic.
Things like hey, here'ssomething that God revealed to
me about you and what I can seecoming down the line for you.

(01:23:37):
It's all encouragement.
It's never anything.
God's never going to be likeyou're destroyed, like he's
always the Holy Spirit.
The way he speaks is like no,like this may happen, but you're
going to come out on topBecause this was a prayer.
That was it.
So I felt like God was leadingme to, so I wrote a prayer out,
and it has your family in thereas well.
I just felt like it was whatGod wanted me to pray.

Speaker 2 (01:23:57):
So just read this later.

Speaker 1 (01:23:58):
Okay, read it, read it now.
And then we always end thiswith prayer.
So you're cool with that?
Yeah, yeah, of course, dude,I'll.
I'll close this out with prayer, perfect, and then we'll, we'll
get out of here for thisconversation.
God, we pray that you go beforethis conversation and, lord,

(01:24:19):
help it make an impact, help it,help people expand and grow
their businesses and, lord, helpsome of these stories that
we're sharing deepen their faithif they have a relationship
with you and if they don't, godhelp it, lead them to a
relationship with you, god,because it's in that
relationship that we havefreedom and freedom from self,
and that's the only place thatwe can achieve freedom.
We can receive a bunch of moneyand have a perceived freedom and
freedom from self, and that'sthe only place that we can
achieve freedom.

(01:24:39):
We can receive a bunch of moneyand have a perceived freedom
and some level of a freedom, butwe still have to break free
from ourself, which only youprovide, god.
So I pray that that messagepenetrates through this lens and
into the depths of thelisteners and watchers, soul and
Lord, I want to speak overLuis's life, his family, his
business.
God, we just pray, blessingsupernatural growth over them.
We pray for health, for his newbaby coming Lord, for his wife,

(01:25:02):
lord, for their relationship tojust continue to get stronger,
for his sons to grow up and bemen and be men that are examples
of what it's like to be a man,because they have a dad that is
showing them what it's like tobe a man.
God, I'm grateful to know Luis.
I thank you.

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