In Search Of Excellence: Episode E132 with Sean Kelly – Viral Marketing and the Power of Social Media

Introduction In Episode 132 of In Search Of Excellence, host Randall Kaplan sits down with Sean Kelly, a serial entrepreneur and influential figure in the Web3 space. With an impressive social media following—over 11 million on Instagram, 1 million on YouTube, and 400,000 on TikTok—Sean shares his journey through various entrepreneurial ventures, the challenges he faced, and the strategies that propelled him to success. This detailed discussion delves into viral marketing, the intricacies of social media power, and personal growth amidst professional turbulence.

Early Life and Family Influences Sean Kelly opens up about his multicultural upbringing and the profound impact his parents had on his work ethic and intelligence.

• Family Background: Sean’s mother, an immigrant from China, arrived in the United States with only $20, hardworking her way from scrubbing floors to becoming a self-made millionaire through a sales position at Telcordia (now Amazon).

  “My mom was an immigrant from China, came here with 20 bucks in her pocket, didn’t speak English, scrubbed floors, worked her way up to become a self-made millionaire from a 9 to 5 job.” [02:15]

• Father’s Influence: His father, a brilliant computer programmer with an IQ of 150, taught Sean the value of intelligence and hard work, despite battling mental health issues.

  “My dad... was a genius. So his IQ was 150 and he had a lot of like mental problems too.” [02:15]

First Entrepreneurial Ventures: Jersey Champs Sean recounts his early foray into entrepreneurship during his freshman year of college with Jersey Champs, a company selling custom jerseys.

• Identifying a Niche: Unlike the saturated T-shirt market, Sean capitalized on the popularity of jerseys at fraternity parties and tailgates, successfully selling pre-orders for Toronto jerseys inspired by Drake’s album.

  “I did a pre-order for this Toronto jersey... And that was the first jersey. And I think we sold 100 of those.” [06:55]

• Overcoming Obstacles: Sean faced significant challenges, including unreliable partners, undelivered orders, and locked funds in PayPal, which threatened the business’s viability.

  “When I did the mass, I was emailing probably hundreds a day as well. And that's how we were able to do good revenue there.” [08:37]

Challenges and Lessons in Business Sean discusses the hurdles he encountered, such as partners stealing from him and dealing with payment holds, which taught him valuable lessons about trust and cash flow management.

• Financial Setbacks: The suspension from school for selling candy showcased the early signs of his entrepreneurial spirit and the consequences of youthful ventures.

  “My mom had to pick me up and they suspended me, man. For selling candy for how long? I think it was a day or something.” [04:56]

• Mentorship and Learning: Sean credits a robust support system, including mentors and extensive self-education through YouTube and online courses, for guiding him through these tough times.

  “Luckily had a really good support system and I was watching a ton of videos on YouTube and courses and stuff and had some mentors to help me guide through the process.” [16:03]

Pivot to PPE Sales During the Pandemic When the COVID-19 pandemic struck, Sean pivoted to selling personal protective equipment (PPE), capitalizing on a critical market need.

• Strategic Connections: Leveraging his mother’s Mandarin skills and connections in China, Sean secured deals with major PPE companies like Cine Farm and became an authorized 3M distributor.

  “She brokered some deals for me... We signed with an authorized 3M distributor. So we were an affiliate for them.” [23:17]

• Revenue and Profit Margins: The PPE venture generated $17 million in sales, with a commendable profit margin, highlighting his ability to seize timely opportunities.

  “On the $17 million, guess how much profit I made? 1.7 million. Because he had 10% margin.” [24:22]

Experience in Crypto Marketing Sean shares his foray into the volatile world of cryptocurrency marketing, detailing both monumental gains and significant losses.

• Success and Downfall: At 25, Sean made $10 million in altcoin flipping but lost it all due to holding onto his investments too long, influenced by greed.

  “So I made $10 million and you lost $10 million?... On paper, I had $10 million and I could have sold it for US dollars and I didn't do it.” [21:35]

• Insights on Crypto: He reflects on the ephemeral nature of altcoins and the importance of timing and discipline in the crypto market.

  “I think back then it was easier. You could just list books for the cheapest price and undercut people. But now it's a lot harder. You need volume.” [03:57]

Personal Growth and Overcoming Negativity Sean delves into his personal transformation from a pessimistic individual shaped by his parents' negative outlooks to a confident podcaster and entrepreneur.

• Mindset Shift: Overcoming a negative upbringing required significant mental reprogramming, which Sean achieved through relentless practice and interaction with thousands of people.

  “That's the biggest mindset shift for me, by the way, when I realized no one cares because they really don't.” [42:13]

• Building Confidence: Engaging in public speaking and networking helped Sean develop the confidence to thrive in his professional endeavors.

  “I've trained myself to do that.” [40:46]

Networking and Cold Calling Strategies Sean emphasizes the critical role of networking and cold outreach in his success, sharing practical strategies that listeners can apply to their own ventures.

• Cold Calling and Emailing: By sending hundreds of DMs and cold emails daily, Sean built a vast network that was instrumental in his business expansions.

  “When I was doing the mass, I was emailing probably hundreds a day as well. And that's how we were able to do good revenue there.” [08:37]

• Effective Tools: Utilizing tools like Google Alerts and Zoom Info allowed Sean to stay ahead of market demands and identify potential clients swiftly.

  “Set that up. Whatever business you're in, set that up for what? Your services.” [25:24]

Thoughts on Influencer Marketing and Business Advice The conversation shifts to the evolving landscape of influencer marketing, with Sean providing insights into its current effectiveness and future trends.

• Evolving Strategies: While influencer marketing was highly effective in the past, Sean notes that its impact has diminished, advocating for influencers to build their own brands instead.

  “Not like it used to. Before, you could just pay any influencer, have them promote any product, and there might be a good chance you make money.” [33:28]

• Celebrity Endorsements: While acknowledging the success of celebrity endorsements like Ryan Reynolds with his mobile company, Sean argues that they are not essential for every business's success.

  “I don’t think you need it. It might help on the branding and if you use it for ads in the right way, it might help.” [34:28]

Closing: Advice and Future Plans In the final segment, Sean offers valuable advice to aspiring entrepreneurs and shares his future aspirations.

• Key Ingredients for Success: Sean identifies work ethic, mindset, and networking as the three most critical factors driving his success.

  “I'd say for me, because it's quite different for everyone. Work ethic, mindset, and I'd say probably networking and connections.” [37:24]

• Future Aspirations: Sean expresses his ambition to host high-profile guests like Joe Rogan on his podcast, aiming to further establish his influence in the industry.

  “I'd say within three years he'll be on.” [49:57]

• Advice for Young Entrepreneurs: Reflecting on his journey, Sean advises gaining work experience before diving into entrepreneurship to build financial stability and reduce risks.

  “I would say to work for someone else at first, if I had to redo it again with the knowledge I have now would be a safer route.” [31:54]

Notable Quotes

• On Overcoming Greed in Crypto:

  “My greed kicked in and that's when I took a step back and realized, wow, this is a psychological game. It's a player versus player game.” [21:48]

• On Building a Successful Brand:

  “Everything I did was from sheer volume, and I see everything as a numbers game and I still have that mentality today.” [08:37]

• On Personal Transformation:

  “That was the biggest mindset shift for me, by the way, when I realized no one cares because they really don't.” [42:13]

Conclusion Sean Kelly's journey, as shared in this episode of In Search Of Excellence, is a testament to resilience, strategic thinking, and the power of relentless networking. From his early days selling jerseys to navigating the highs and lows of the crypto market, Sean provides invaluable insights into what it takes to achieve and maintain excellence in the ever-evolving landscape of entrepreneurship. His candid reflections on personal growth and business strategies offer a roadmap for aspiring entrepreneurs aiming to overcome obstacles and realize their dreams.