Right About Now with Ryan Alford

Episode: Complying To Change With Anik Singal
Release Date: October 29, 2024

Introduction

In this compelling episode of Right About Now with Ryan Alford, host Ryan Alford engages in a deep and candid conversation with Onyk Singhal, a seasoned marketer and information entrepreneur. The discussion delves into Onyk's tumultuous journey with the Federal Trade Commission (FTC), the lessons he's learned about compliance, and how he's transformed personal and professional adversities into powerful missions. This episode offers invaluable insights for business owners, marketers, and entrepreneurs navigating the complex landscape of online marketing and regulatory compliance.

Guest Background: Onyk Singhal

[02:04] Onyk Singhal opens up about his extensive background in online marketing, spanning over two decades. From humble beginnings in college, where he first ventured into online marketing through SEO, affiliate marketing, and email list building, Onyk rapidly scaled his business to impressive heights, reaching over $56 million in sales through webinars alone. Despite facing near-bankruptcies and multiple challenges, including severe health issues related to Crohn's disease, Onyk's relentless drive kept him at the forefront of the information marketing industry.

Notable Quote:

"I was the third grader with the lemonade stand that hired second graders to run the lemonade stand. I mean, that's who I was."
— Onyk Singhal [02:32]

Encounter with the FTC

The heart of the conversation centers around Onyk's unexpected and severe entanglement with the FTC. [28:13] Onyk narrates how his business practices came under scrutiny, leading to an 18-month-long investigation that culminated in a $2.5 million fine. Despite maintaining a stellar reputation, with a less than 5% refund rate and positive standings with agencies like the BBB, Onyk found himself labeled unfairly due to probable "guilty by association."

Key Points:

• Civil Investigative Demand (CID): Onyk received a 36-page CID, akin to a subpoena, demanding exhaustive proof of his business practices.
  [29:07] Onyk: "They made their case about the 14 million and they show up and they're like, all right, all 14 million of your stuff was fraud and lies. Give it back. I disagree."

• Financial Fallout: The fine didn't just represent a monetary loss but also led to the shutdown of a $40 million/year engine, resulting in significant personal and professional setbacks.
  [32:41] Onyk: "They want damage of the full amount. I. What? No, right..."

Notable Quote:

"Believe me or not, the market sees through all of that crap now. And they're looking for you—what you really stand for, what you do when no one's looking."
— Onyk Singhal [23:54]

Lessons on Compliance: The Pentagon of Compliance

Onyk articulates five critical areas, termed the "Pentagon of Compliance," that marketers must vigilantly adhere to avoid FTC pitfalls. These guidelines are essential for maintaining integrity and legality in marketing practices.

1. Misrepresentations: Avoid false claims or deceptive statements about products or services.
   [39:53] Onyk: "Misrepresentations are their nice way of saying what they think are lies."

2. Net Impression: Ensure that the overall impression of your marketing copy is truthful and non-deceptive.
   [17:12] Onyk: "If we took your copy and handed it to a stranger... what would they walk away thinking?"

3. Claims, Earnings, Implied Performance, and Lifestyle: Be cautious with specific claims about earnings or lifestyle improvements without substantial evidence.
   [39:53] Onyk: "Express earnings claims like 'here's how to make $30,000' are problematic."

4. Substantiation: Provide verifiable evidence for any absolute statements or claims made in marketing materials.
   [39:53] Onyk: "If you're making absolute statements, you need substantiations."

5. Testimonials: Use testimonials correctly by ensuring they are genuine, typical, and include necessary disclosures.
   [39:53] Onyk: "Testimonials must have written statements, proven results, and disclosures throughout the copy."

Notable Quote:

"The five key focuses are misrepresentations, net impression, claims, substantiation, and testimonials. These are vital because the FTC letter was full of 'prove this, prove that.'"
— Onyk Singhal [39:53]

Evolving Marketing Practices: From Funnels to Community Building

Onyk contrasts traditional marketing tactics with modern strategies, emphasizing the shift from mere conversion-focused funnels to building authentic communities and brands. He asserts that today’s consumers, especially younger demographics, prioritize brand connection and community engagement over transactional interactions.

Key Points:

• Shift in Conversion Strategies: The effectiveness of "sexy copy" and simple video sales pages has diminished. Modern consumers seek deeper brand connections.
  [16:28] Onyk: "We are in a very communal based consumer base now... they have the connection they feel to the brand."

• Importance of Brand Building: Onyk underscores the necessity of investing in long-term brand development rather than short-term performance marketing.
  [25:06] Onyk: "That which you build fast will crumble even faster. And that which takes a long time to build will last you a lifetime."

Notable Quote:

"If you're doing information marketing, your coach, whatever, first and foremost, change your windows. You can't focus anymore on converting. You've got to do 30, 60, 90 day windows."
— Onyk Singhal [25:23]

Turning Tragedy into Mission

Beyond compliance, Onyk shares a deeply personal narrative about overcoming severe health challenges due to Crohn's disease. This experience not only tested his resilience but also reshaped his mission. Instead of compartmentalizing his struggles, Onyk chose to openly address and incorporate them into his professional endeavors, transforming personal adversity into a platform for empowerment and education.

Key Points:

• ICU Experience: Onyk spent 92 days in the ICU, undergoing multiple surgeries and battling life-threatening complications from Crohn's disease.
  [13:00] Onyk: "I was flat on a hospital bed in the ICU... had to set up a makeshift hospital in my parents' basement."

• Resilience and Adaptation: Despite the physical and emotional toll, Onyk leveraged his experiences to create impactful missions, such as writing a book, developing compliance software, and launching educational platforms.
  [48:16] Onyk: "What can you do? How can you turn your greatest tragedy into your greatest victory?"

Notable Quote:

"We are a culmination and a collective of all of our experiences, not just the good ones and the things that hurt and the bad ones. No one has won the Olympic gold medal without losing a shitload of races, bruises, broken bones."
— Onyk Singhal [48:16]

Closing Insights and Future Directions

As the episode concludes, Onyk emphasizes the importance of introspection and leveraging personal challenges to fuel meaningful ventures. He encourages listeners to uncover and harness their own "little demons" to drive innovation and service.

Key Points:

• Encouragement to Listeners: Onyk urges the audience to reflect on their hidden struggles and consider how these can be transformed into missions that benefit others.
  [48:16] Onyk: "What is the painful thing that you put away? How could it serve you rather than hurting you?"

• Current Projects: Onyk highlights ongoing efforts, including a book, software development, and educational programs, all aimed at promoting compliance and empowering entrepreneurs.
  [48:16] Onyk: "We built an AI-powered software that I've invested almost a million dollars building... it's now being prospected by some of the biggest companies in the country."

Notable Quote:

"With all the AI, all the technology, all these conveniences and seemingly technical things, the best things come down to being human. And that's what you are, brother."
— Ryan Alford [51:19]

Conclusion

This episode of Right About Now with Ryan Alford serves as a powerful testament to resilience, adaptability, and the critical importance of compliance in the ever-evolving landscape of online marketing. Onyk Singhal's journey from entrepreneurial success to regulatory scrutiny, and his subsequent transformation of personal tragedy into a mission-driven endeavor, offers invaluable lessons for anyone navigating the complexities of business growth and sustainability. Through candid storytelling and actionable insights, listeners gain a deeper understanding of the pivotal role that integrity and community-building play in long-term success.

Visit www.RyanIsRight.com to learn more about Ryan Alford and his podcast, and follow @rightaboutnowshow and @ryanalford on Instagram for updates and additional content.