Loading summary
Transcript41 lines
- [00:01]
A
Hey, folks, Ralph here with something that could seriously upgrade your Top of Funnel ad game. If you've been a PT listener for any period of time, you know that we talk about Top of Funnel all the time and how challenging it is for you to get quality Top of Funnel clients or leads or customers and then convert them typically at Bottom of Funnel. Well, TV advertising is one of those areas that we haven't discussed here on PT all that much. But our friends over at Ad Critter have figured this stuff out. They do connected TV ads so you can be everywhere without spending millions on super bowl ads. But they pair it with display retargeting. So you're hitting the audiences with a complete approach. You reach them, then you remind them and then you collect the revenue. It's a strategy designed to deliver and let me tell you, it really works. We're testing this at tier 11 and so far the results have been very impressive. Now with Ad Critter, creating custom audiences are so easy. You don't need to reformat files, you don't need to mess around with complex spreadsheets. You just upload any file in any format and you're ready to go. And the match rate is awesome. They make it easy to connect with the right people, the actual people that have interacted with your ads in the past and then allow them to naturally flow through your funnel so you can convert them at Bottom of funnel. Now, the folks at AdCritter, we twisted their arm to get us a great deal for you, the PT listener. They are offering a special deal for y'all, and that is you can get a $500 campaign credit, meaning $500 in free money to test out the platform or dollar for dollar matching on any TV campaign, up to five grand. Imagine the impact of that match spend five grand. The they'll add another five grand in display. That's a huge opportunity here. Now it's only offered to you, the PT listener. Head over to AdCritter.com PT and check it out. Our friends over at AppSumo started with one simple idea. The tools you need to grow your business shouldn't put you out of business. That's why they work directly with developers to get exclusive discounts of 80 to 90% off off software, saving entrepreneurs like you over half of a billion dollars. Since 2010, some of the biggest names in tech like Mailchimp, Zapier, Dropbox, all got their start on AppSumo with a rotating selection of hundreds of tools, the ones that you're using anyway and probably Paying too much for. You'll find all the software you need to make your life easier in 2025. Plus, with a 60 day money back guarantee, you can try any tool risk free. Oh my God, What a deal. AppSumo rarely offers discounts, but they are going to offer a deal here for you, the Perpetual Traffic Listener. Because prices are already so low, but we got the biggest discount we could possibly get from them anywhere. You get 13% off your first order with the code TRAFFIC13. These guys have been saving entrepreneurs like you and marketing people like you hundreds of millions of dollars since 2010. Don't miss out right now because they don't offer discounts like this. Head on over to AppSum. Enter the code TRAFFIC13. Get 13% off your first purchase at AppSumo.com you're listening to Perpetual Traffic. Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph Burns. I'm the founder and CEO of Tier 11 alongside my amazing co hosts, Lauren.
- [03:46]
B
E. Petrulo, the founder of Mongoose Media.
- [03:48]
A
So glad you joined us here today. Today we're going to be getting into some of the deeper aspects of a show that we did right after the first of the year when you were fresh. Perpetual Traffic Listener. You are fresh with all your ideas. You're like, all right, I'm going to have a kick ass 2025. You made your goals. You're all excited. It's the first week you listen to our show. You're like, all right, how do you make your present better? By making your future bigger. Sounds good. This 10x is easier than 2x books. Seems pretty cool. Maybe I'll get that over on Amazon. You're rolling. So you put together your 10x goals and then you tell your team and your team says, are you crazy? And here's what happens next. There's a part to the book where I think Dan Sullivan talks about sort of the levels that a human being goes through and he talks about these four Cs, the four Cs formula. And if you Google four Cs, it's taken him like 15 years to figure out like what the actual four Cs are. But when it comes to setting a 10x goal, like we mentioned in that episode and how important that is because the big part of that that I came out with is you make your present better by making your future bigger. And I love that phrase, that turn phrase by Dan Sullivan, who I think is really brilliant and because it is energized me. And when I tell people about our 10x goal. And when I espouse this methodology to, like, our clients or other people that I'm speaking with or like my peer group, they all kind of look at me with that hairy eyeball like, that's crazy. And I can't do that because it's too big. And that's precisely the reason to do it. So today we're going to get into that a little bit more and how to kind of take step two after listening to that initial show. And we'll obviously leave that in the show notes over@perpetualtraffic.com in order to get you to the point where you are very confident, to the point where you reached ultimate confidence, which is sort of the last of the four Cs, which we'll talk about here in just a second. Makes sense so far.
- [06:01]
B
I'm here with you, you're here with me. I see what you're saying.
- [06:06]
A
I see what you're saying. I love that. So one of the things that we had mentioned in that show is that seemingly impossible goals eliminate merely incremental gains. So when you set a 10x goal, you're not just wanting to increase your sales by, let's say, 10%, for example, because if you wanted to increase by 2x or by 10% or by 20% this year, there's probably hundreds of ways in which you could do that and breaking away from that, like, you don't know which one of those. Let's say there's 50 different solutions. So if you're a business, you're like, I could up my paid traffic, I could work on my SEO, I could start doing email, I could fit figure out that SMS thing, I could create a chatbot, I could add a marketing team and start doing content marketing. I could start posting on LinkedIn every morning and write a long diatribe, or I could go on Facebook or Instagram, or I could verticalize into some other niche and I could do this, I could do that, and I could do all these other things. The point is there's hundreds of different opportunities, There are hundreds of different choices if you're looking for an incremental gain. And one of the things that Sullivan talks about is that this eliminates that, that narrows down your choices. Because if you're going to truly choose to go 10x, it's not because you have a better social media strategy. That might be a part of it as a general rule, but it forces you to think differently. And he brings this up in the book where this guy, Alan Bernard, who is one of these high thinking intellectuals. And he says, at Joe Polish's Genius Network, I've spoken there on a number of occasions. Great group. He actually has this example in there because I think the strategic coach and Genius group are really pretty close when it comes to like their methodologies. Joe Polish posed this question, which is, okay, if I wanted to increase profits by 10%, how would I do it? And Alan Bernard, who is an intellectual, said, that's actually really a bad question because of precisely what I said before. What Alan Bernard says is that in order to get 10% better, there's a thousand things I could do. The goal isn't big enough to create real specificity. But if you want a 10x goal, there might be one or two things that you could do, maybe only one. And that forces you to think differently with this. And impossible goals make you consider very few solutions. And it's not something probably that you're doing right now, it's something that you haven't thought of. So a big goal, it helps you identify, it forces you to identify very few solutions to make that change. Whereas smaller goals, you're not really sure which one of the multiple options you have to get you to that goal. So therefore 10x is easier in theory and in practice than 2x. How does that strike you? Examples that you maybe used or maybe things that when you were reading this book, what you thought of when you heard all that?
- [09:11]
B
Well, I know when I was reading this book, a lot of examples that they brought through were in order to get to 10x, you have to radically change what you are personally working on. And the piece that was easier was the delegation side. So if there's something that you're better at removing the 80% frustration and delegating it to an assistant or hiring someone, the who, not how, was really relevant for me as I was listening to this book. But it also brought up an example you and I talked about briefly. There's a film called the Thief and the Cobbler, which was this film that was worked on for decades and it was all about quality over quantity. That's referenced in the book so much that if you're going to go for 10x, you have to go for quality, whereas a lot of us will go for quantity early on because quantity is easier. They talked about so much in the book, how you have to give up and walk away from the stuff that doesn't align, that doesn't fit the standard of where you want to be with 10x. So while I was going through the book, I was Personally thinking of our leaps that we've made at Mongoose Media and the who's that contributed to those leaps and the how that happened most of the time was getting myself out of the way and the example of the Thief and the Cobbler. This film that was done, I think it was like Richard Williams. Yeah. Who had been working on it for decades. It was potentially going to be that 10x in animation and in film, but was an example where the people around them didn't see the vision and wanted the 2x only. Thus a Aladdin esque knockoff film was ultimately produced in the end. Nowhere near what the actual idea of what the film would be came about. But yeah, the book makes you question yourself and decisions you've made had a very, very clear mirror. You're like, okay, looking back at that, how would I have done it differently? It's super enlightening. I've really enjoyed the book.
- [11:03]
A
Yeah. So that's a great example of somebody coming with a 10x goal and then the peer group or the organization or maybe his co workers or whatever it is, whoever he collaborates on that particular type of. I assume was it a screenplay or was it a book or was it sort of a combination of the two?
- [11:20]
B
So he wrote a script and then was designing and he was using an animation style that was outdated. Like technology had advanced during these decades of production and he would work with different studios and different networks to continue funding of this project. Granted, he was over budget and over deadline every time. So it was a difficult relationship for studios to work with what he was creating. And everything that he had worked on has now developed such a cult following that people are like, we want to see what the 10x was. Because there were innovations he made. Knowing where he wanted to go and where he wanted to get. He made decisions that most people that are going for 2x or incrementality growth wouldn't make the same decisions. But he was doing it based off of the vision, the long term projection. And because of that, because people know what he was working on, there's this desperate desire for people to find where the video, where the film would have gone. Yeah, they're like frames per second. He was matching the number of frames per second that a real action film was doing, which was like four times the more expensive, more time consuming than anything had ever been done to that point.
- [12:35]
A
Yeah. So I think to inspire people on your team in order to get to this point. There is a leap of faith here. And whenever you start any new endeavor, like you don't necessarily know if it is 10x. You don't know whether or not you'll succeed because you have never done it before. So you don't have or. Dan Kennedy will sort of mix and match these a bit and something that he calls the four C's formula. And in the book he messes around with which is first and which is second, which is third, which is fourth. So we'll sort of put it in order here to a certain degree. But it's like if you have done this 10x thing before, you have the confidence. The problem is you've never done the 10x thing before, so you don't have the confidence to. But what you do have, when you make that 10x goal, you have the commitment. So I look back, it's been 15 years now since I've been an entrepreneur. Today is actually the anniversary of my Independence Day when I was fired from the corporate world for the very last time. And I wallowed around for three, four years trying to figure out what I wanted to do ultimately creating an agency about 10 years ago. The point is that was. Thank you. So that was one of my more recent 10x jumps because I had no idea that was always something. When I was working in the the corporate world. I was like, I wonder if I can actually make it as an entrepreneur. I wonder if I have the smarts to create a business out of nothing. And back then 15 years ago, there was no such thing as virtual companies. Like I think there was like one other software company that did it. Nobody did it in the service based business. Everyone said it can't be done. I had a lot of 2x thinkers that were sort of getting in my way. I was like, you know, I sort of see this thing called Facebook. This really about 10 years ago, I'm like, I'm going to build an agency around this thing. And people are like, you're crazy. It's nothing. It's a social network. How could that ever really work? But I knew that there was things that were there but didn't necessarily have the confidence in being able to do it. What I did have is the commitment because I was like, I have to do this. It was literally. It was. My wife told me and I said this to you in the prerecord. It's like I needed to pay the health care insurance, which was 1800 bucks a month. I was like, that was my main goal when I started this business is just to pay the health insurance. So I was committed. I was committed not to go back to the corporate world. I burned the boats, burned a lot of bridges, and I was committed fully to this new thing. So this is like one of the 10x process, just from a personal standpoint. So in the book, Dan talks about commitment, how important it is, because it's a foundation of the whole 10x process. And it requires this desire for transformation and willingness to sort of scheduled identity, shed the person that you used to be and embrace the new person who's about to commit to this journey and you don't even know where it's going to end up. And the next part to that is, I think the most important part is once you're committed, you show this commitment, then the big thing is having courage to be able to step into it. And that's the hard part, is that I think there were a thousand times I wanted to quit, but I kept going. It's like when I first learned to play guitar when I was 13. I wanted to quit like a thousand times in the first like three months, but I kept going. That was another 10x leap. He keeps saying it's like even though what you want to do right now, you've never done it before, think back to periods of time in your life where you actually did do 10x and that then gives you a slight degree of confidence. He goes all the way back to reading like when we were like little kids, 3, 4 years old. You probably were reading when you were 2. I think I read when I was like 4. But anyway, the point was it's like you'd never read before. This is a whole thing that was one of your first 10x leaves, first time you walked. If you really want to go back to basic stuff. So he says that should give you the confidence, at least initially, that you can achieve things that seem impossible and not necessarily for the task at hand right now, but because you've done it before in a variety of different capacities. Does that make sense?
- [16:46]
B
Yeah. I like how he had brought in examples of the non business leaps because in the book, well, it's predominantly focused on how you grow and scale your businesses to stratospheric success. He brought in examples of the personal side and the importance of like, you don't want to limit your growth only in one area, but like with your guitar playing skills, with your language skills, with your interpersonal relationship skills, all of that matters because who doesn't want 10x growth in all aspects of their life?
- [17:16]
A
Here's a game changer. Tracking your customers before they even hit your website. Most tracking tools fail because they rely on browser based data. But privacy blockers stop that data before it even reaches you. Think of it like meeting your customers in the parking lot instead of waiting for them inside the store. That's what the edge in tier 11 data suite does. It captures data at the point of contact, not after it's too late. For one client, this approach uncovered over $500,000 in hidden revenue. Yes, that is half a million dollars in hidden revenue in under three months. And cut unattributed traffic from 40% to less than 5%. You want to see how it works? Head on over to tier11.com apply and discover exactly how tier 11 data suite can finally uncover all that traffic you've been missing so you can scale and grow your business in the coming year. Head on over to tier11.com forward slash, apply it.
- [18:19]
B
All of it makes sense. I think one thing I would add to it is the, the piece of the courage. Like I'm grateful you're sharing the moments of when you want to quit. Because he had talked about when you have the confidence, you're excited because you already have it. Whether you're borrowing it from a pre existing use case of yours or because you've already stacked your team with people who are doing it. Like you Ralph, have incredible talent on your team who have grown huge brands. Huge brands like you have people that have been doing stuff that we want to do but don't have the experience. So you've got the confidence with your who's. But the piece I really enjoyed about the courage was courage doesn't always feel good.
- [18:57]
A
I don't think it ever really feels good.
- [19:00]
B
You know, the aftermath feels good.
- [19:02]
A
I think at least that's the confidence. That's the.
- [19:05]
B
Yeah.
- [19:06]
A
Do you have courage to do that? Like you doing stand up? Oh my gosh, that's a 10x leap. Oh, for sure. Oh, 100%. So in the book he talks about using those examples. You want to make a million dollars this year or you want to do like things you've never done.
- [19:24]
B
A million cash for me.
- [19:26]
A
Million cash. Like that's your thing. US is 10x our valuation this year. It's like a massive goal because we want to be able to reach more businesses and help them, those businesses, to achieve their vision. And we're going to do that by greater influence. And the metric that we're using is a valuation metric. Because we're in the finance world, we're looking at private equity and a lot of other things that are sort of along the way. The point is, these are things that we've never done before. Like when you stepped on that stage and we left links in the show notes for a couple of shows back of you actually doing it, that was courage. You didn't really have the confidence yet because you'd never done it, but now.
- [20:03]
B
You'Re like, courage, maybe insanity. It was a lot. My body was having a lot of reactions before I went on stage.
- [20:09]
A
But you did it. I would submit that that was a 10x personal leap. That's where your quasi confidence comes from, because you can lean back into those things, which gives you more courage now.
- [20:19]
B
Yeah, like I've confidently spoken. There's a stage I spoke on where there's 70,000 viewers at once. And this was done through meta. And that was like a huge 10x because the largest room I'd spoken to before was like a hundred. So, yeah, leaning in on, like, other areas helped provide squanfidence. Is that what you're saying?
- [20:38]
A
Squanfidence?
- [20:39]
B
Like fake level of confidence to, like, psych me out before I had to suck up the pain of the courage of like, ah, I'm going to get through this. But I knew at the end of the day, I just need to prove to the world I was funnier than Kasimov.
- [20:51]
A
And. Well, you've done it on a stage now and you're on YouTube proving that. All right, so the next part of it is after commitment. Courage doesn't really like do these in order, but in my opinion, this is sort of in order, is now that you've got the courage, as you take courageous action and you pursue those 10x goals, you start developing new capabilities, new skills.
- [21:13]
B
That C is capabilities. That third C. Yeah.
- [21:15]
A
So capability is that third C. And this is about expanding your knowledge, continuously leveraging that courageous spirit. As you gain more capability because of your courage, you then gain more confidence, which then creates more capability, which creates more confidence. And it's this sort of cycle. It's almost like this flywheel effect that starts to take place once you get momentum moving towards that 10x goal that ultimately helps you to reach it. So when you talk about these 10x goals, if you're taking our advice and you're really wanting to do this, and this podcast is not for people who are just want to stay put. If you are not growing, you're going backwards, in my opinion.
- [22:02]
B
Well, I would almost argue if you're not growing at least 12% year over year. I didn't come up with a statistic. I don't remember where I had read it, but it was economically significant. Standardize that if you're not growing 12%, you're going backwards.
- [22:14]
A
100%. Yeah.
- [22:16]
B
112%.
- [22:17]
A
112%, yeah. I would say, personally, I think you have to sort of look at yourself and think, I was talking to one of my friends about this this past weekend. Like he comes across as just a, like a happy go lucky. Nothing really bothers him. But I know internally he's got this burning desire to succeed, drive forward, provide for his family, reach the next levels of success. He's in the corporate world. He's like a VP of whatever he is. He's like reached higher levels and he's constantly pushing forward. He's like, why am I so stressed out? Because like I know who you are. You are this person that underneath this veneer of just easygoing, relaxed, laid back nature, like you're this killer underneath. I mean if you are that way, you don't know any other way than to set sort of 10x goals or at least shoot towards those bigger goals. But the beauty of this is that. And when he says make your present better by making your future bigger, I'm a big believer in that. Because once you start to gain the confidence you have the courage, your present becomes better. Like you feel better about yourself, you shed the last person that you were, you're no longer that person that you were before. And as you demonstrate capabilities and achieve your milestones in that 10x goal, your confidence continues to grow. And that makes you a better human, in my opinion. As long as you don't go all the way over to the point where you're like, you know, cocky sob.
- [23:44]
B
Well, I mean there's going to layer that in in some capacity because ego is just always there to creep up from behind. But I think there's also the underlying foundation that matters of why you want the 10x growth. And what are you going to do with that 10x script? I mean, for me personally, I don't know how much we've ever talked about it here, but my ultimate goal is to help create an entrepreneurial library. In the jdcs in the United States. Juvenile detention centers are stocked with old books and outdated educational programs that don't necessarily create jobs that these kids have the capabilities for. So something near and dear to me is that I would like to install a Linda like learning system in the juvenile detention centers so that individuals can succeed in their entrepreneurial skills, their marketing skills, their sales skills, in legal pathways after getting out of prison. So that they don't have to assume their record is their resume and they're reliant on a job at Walmart or a job at a gas station, which are great jobs in and of it themselves. But there's so much talent and potential that those children don't have resources to test those markets to. So, like, that's why I want the money. That's where I want to put it.
- [24:53]
A
That's your personal why?
- [24:54]
B
That's my personal why. Now, like, is that million dollar a 10x goal? No, it's a big goal, but the 10x for me is where I want my company to be so that we can develop something that's a nationwide rollout supporting thousands and thousands of incarcerated youth.
- [25:12]
A
Amazing. Yeah. I mean, if you don't have sort of your own personal why, this is a Simon Sinek thing, sort of the golden circle. The why, the how and the what, that the 10x is kind of the how driving towards the why. So from a business standpoint, we want to help all businesses achieve their vision as their organizations. And we do that, we achieve our vision as an organization. But what that creates is for me is wealth within the organization, but also wealth for the people that we're serving and also wealth for the people that they are serving in a greater degree. Whether that's emotional or monetary or business depends on the individual situation. But my personal why is I want to eliminate Alzheimer's and dementia. I have constantly been, and this is, I've never said this on the show, like my mother is actually suffering from it right now. My dad died of it, and it's in the genes, so it's personal. And we have donated a tremendous amount through tier 11 through the past five years for those ends. And there's so much work that needs to get done. It's not like just writing checks, it's getting involved in it. I have a medical background. I understand the huge challenge it is. I also understand those diseases aren't moneymakers for the pharmaceutical world. So the pharmaceutical world backs off on a lot of them because it's not a chronic treatment. It's something that happens and then it's almost too late. It's hard to really diagnose. It's one of those really challenging things. We also have a lot of investments in the cancer realm, just as a company. But the point is that's sort of a personal why for me personally, aside from sort of the business wise. So if you can sort of figure that stuff out, a lot of this stuff flows back. Like, why are you doing 10x? Are you doing 10x just to do it? So you can drive a Lamborghini and you can live in a mansion somewhere, which is okay. Which is okay.
- [26:59]
B
He says in the book, it's what you want, not what you need. That was, for me, one of the most important aspects. Because when you're saying I need something, it's coming from a scarcity mindset where you're like, I want something, it's from a place in abundance. So even if it's because I want a Lamborghini, if that's what you want, great. And live it, own it. Build your want list. I think one of the examples he said someone wrote every single day what they wanted. And almost over the course of 9,000 days, I think they missed 12 times. They became like a professional wantist, almost. So it's like, what are you committing to wanting? Ideally, you're wise, awesome, and helps the world a better place. But if your want is a Lamborghini, do you.
- [27:40]
A
That's okay too. That's okay. To each his own. So suffice to say, we like this book an awful lot and 10x is easier than 2x, written by Dr. Benjamin Hardy and Dan Sullivan. Highly recommend it. We'll leave links in the show notes. I'm not even going to put an affiliate link in there because it doesn't really matter. Like, just go get it, for crying out loud. Get the audible version from the library.
- [28:01]
B
I use Libby.
- [28:01]
A
Get it from the library. Yeah, it's awesome. You use in the library is so clutch. Anyway, what's the app that you use?
- [28:08]
B
I use Libby because it has connected to my Orange county library card.
- [28:12]
A
Yeah, that's killer. So definitely read the book. We'll leave a lot of links in the show notes here and obviously if you haven't listened to the previous episode over on 663, we'll leave that as well. Which sort of explains this whole concept. So I'm sure we will get back to this and keep coming back to this this year and also give you Updates on our 10x progress. Love to hear about your 10x progress as well. If you're adopting this, you've read the book, leave comments on our Spotify. I was about to say, like leave a review on Spotify, which I suppose you could. You could leave a star rating everywhere. You listen to podcasts and of course we've got a really robust telegram group which I guess is blowing up over especially on the Google sites. But maybe we can have a conversation going on this as well. So all the links. We'll leave it over in the show notes over@perpetualtraffic.com, make sure that you do subscribe to our YouTube channel. Of course. But you've already done that. That's perpetualtraffic.com YouTube. So, on behalf of my awesome co host, Lauren E. Petrulo, ciao until next show. See ya. You've been listening to Perpetual Traffic.