Strategies for Longevity in Business and the Future of Online Marketing with Los Silva

It's not about one , it's about all , like , do it all you know , depending on , like , where you are , what your budget is and stuff . But I don't like to rely on any one thing , and because it can go away , I mean I've had businesses that are scaling like crazy and then , boom , the CPM changes and we didn't have another option . So now I always look for you know , building moats around the business and opportunities that if something happens we have something else . Welcome to the accredited investor podcast , where you'll learn from the world's most successful entrepreneurs , business leaders , innovators , industry titans in commercial real estate , business marketing , sales , tech , blockchain , crypto and emerging trends .

I'm your host , jonathan Tuttle , founder of a private equity firm focused on acquisitions of niche commercial real estate along with traditional businesses . Also , I founded a digital growth consulting agency for business owners , helping them with digital marketing , web three and crypto solutions . Hey guys , welcome back to the accredited investor podcast and today I have a really well known online marketer and business coach and he's got a lot of different businesses , powerhouse brands .

You've probably seen him online very influential . He knows , he comes face . He knows a lot of things digital . Welcome to the show .

Los Ovas . What's up , man ? How are you ? Good man , good excited to have you on and following you for a few years on Instagram .

You've always been commenting lately like you're one of the few people out there that's influenced but actually gives like the real . Here's the what's the business , here's the downside , here's the opportunity , and you're actually giving straight backs . I'm like everyone else is pushing out course information , but information to sell courses . Do you want to first want to start about kind of some of your businesses ?

Because , yeah , I know you have a few . Yeah , so to not mention everything , we have a few agencies that work on personal brands , another one that does social growth and content distribution , another one that does email and SMS for e-commerce and then consulting program for operations and kind of like done with you , done for you , kind of helping people maximize and scale . So we can say that's called powerhouse brands . And then we send people up into our brokerage , which is a business brokerage called dealflowbrokeragecom , and we also own outsourcecom , which is a marketing platform for you to find like the right , like seasoned media buyer .

It's email people , like just people for marketing spaces and outsource them . So you don't have to get taken to Vanna . Sometimes a lot of agencies are not the best or freelancers that are kind of lying , and so we bet everybody very carefully and work with them and with you at the same time . And then we just acquired affiliatemarketingcom as well and we're going to be doing a lot of stuff with that .

So a lot of stuff . Yeah , love it . Yeah , and actually that's claiming IPM major names is always a good idea . Like affiliatemarketingcom , it's a great website domain to get that organic traffic and people when they search it's even without doing SEO and link building .

You already have that . You know the brand recognition . Yeah , it's their great authority domains . They're short and they're to the point , and so they do a lot of trust quickly .

Yeah , first , how'd you start out ? Because , like you know , you've got a diverse background or different type of different businesses . What kind of gets you into the whole entrepreneurship ? game .

I've never had a job like literally ever I had . Well , I had a sales job at like 16 to like 18 . And then after that I started selling video projectors on eBay . And then I've been doing this for like 17 years .

So from video projectors I went to building websites , then from there I went to running traffic , and then Amazon and just , and then I got into making courses and I built agencies and so kind of one thing just kept leading to the other , and then I ended up building brands that are pretty much vertically integrated to how I've learned things , you know . Yeah , you can't be at the real world experience because , as we mentioned before , it's a lot of people just come out of nowhere and they see one course or get something and they try to push a course , but they've actually never done the work .

You never see them again , you know there's so many . I remember like three years ago there was a guy who's like in the circle was like yo , dude's doing like two million a month and he's selling this course on drop shipping in this day and I was like , all right , that's cool , no one knows his name anymore , yeah . Yeah , I think people have watched some of those courses at least I have and then , he did the work , like wait , this isn't actually what's going on here . What are some of the opportunities you see going forward for 2023 ?

Because you're seeing , you know you're seeing a lot of first access to data . Yeah , you know , it's everyone , it's what you picked to just like believe , right . Everyone tells you that the economy is in shambles , everything's bad . And that is true to a certain sector , right .

And then there's another sector that's like , oh , real estate's the worst thing in the world . That is true to that sector . There's another group that's like man , what an opportunity there is right now in real estate . What an opportunity there is right now in e-commerce .

What an opportunity there is right now in like buying businesses at discounts , buying houses kind of , at discounts and being able to refile them later . You know what I mean . So they're all right for their network and for their season of business , right . But for the people that we spend time with , there's a lot of buying businesses , scaling businesses .

Everything is still working , people are still buying . Certainly , things are changing in the climate , but you know everyone kind of , with agencies , for example , prices need to shift . A lot of people are having hesitations . But service businesses are scaling .

You just have to figure out how to change some of the product and some of the model that you have For consulting and coaches . You have to add a little bit more of a done-for-you component , because people are looking more for that service business and so you can still scale in that opportunity For e-commerce . It's really about the product , the continuity , and it's about like maximizing influencers and not just stepping into , like thinking that ads are going to be changing your life .

You got to build a community , you got to build recurring . You have more skews , more product launches . Really try to minimize as many expenses as you can so you can create a little bit more profit opportunity and maximize the emails and the lifetime value that are coming in . So you know everything is flourishing .

And , at the same time , if you're doing the same things that you did in 2020 , you're probably almost out of business by now because no one everyone's like man . I killed it . You were given a free year , like 2020 was easy . Like everyone made five million , everyone made a million .

Whatever you made , double it or triple it or quadruple it and that was 2020 . 2021 started to go . Oh , it's getting harder Now . 2022 is the same as 2017 .

It just takes more work . It's just people are out , there's more options , there's budgeting , and then the economy's shifting and things are getting more expensive . People are holding on to their dollars more . It's nothing crazy If you look at stocks right .

The stocks that were booming in 2020 , like 10X or whatever are down to the prices that they were in 2019 , which is reflective to 2021 , 2022 , 2023 . That's where they should really be . There was no reason for them to 20X and stay there , like that's where people are dropping and like AI is coming and so a lot of people are oh man , everyone's all the people in software businesses are losing their jobs . That's going to affect us .

How does it affect you ? They're even smarter and bigger with AI . I mean , we're launching a bunch of stuff in AI , maybe even services . We have a lot of consulting now that we're doing on stuff with AI , because we're testing a lot of things and things are becoming more efficient .

Things are becoming faster , and so if you have an arbitrary job that anybody can do , you're just an assistant to someone smarter . That's manipulating AI . So it makes sense that people would lose jobs . People got price height raises and so they're coming down or they're getting it's business .

It's cyclical , it's logical . If you freak out the same way that people freaked out , I'm like , oh , masks are going to kill us , and this and that and the other , then you're just in that circle . But if you take a step back , like and how does this affect me today ? What can I take advantage of ?

Where am I ? Where am I , like , kind of did a swat analysis of your life , you'd realize like okay , like there's a much strength . These are weaknesses or things that are happening in the market . These are opportunities .

And then you kind of can look at it like that . Yeah , you made a lot of great points . People have to listen to it twice , I think . Couple of points he mentioned were market shift there's ups and downs cycles and take an advantage , look at the opportunity , also giving yourself a moat , because , like you said , if everyone could do it and there's no barriers entry , you got to keep fluid , and even much .

I've seen some of your posts . We mentioned that , like , though was talking about the ads component , where everyone's had this fixation like oh , I just want ads , but what if the traffic platform ? What if TikTok eventually gets banned ? Who knows , what if we increase the ?

cost per impression , yeah , the cost of clicks . Now it's more expensive and if you're doing e-commerce , your average order value that's been the same is not equal to the cost of acquisition . So you've got to understand lifetime value and how to go negative to acquire more because someone else is doing that . Or you've got to pick something else or create new SKUs or new opportunities or find another channel .

The problem is people get stuck . They're like oh , it doesn't work . You know , like in 2000 and like 17 years ago when I did eBay , there was an eBay algorithm change . I didn't know what that was , so I was like , oh , that doesn't work anymore and I did something different .

I never like investigated how to fix it , how to do something else . I was like well , I guess that's just how this is . And if you look at it cyclically , boomers are moving , millennials are moving up , there's a lot of new people coming . Affiliate marketing is new , real estate is new , side hustles are new , ecom is new .

Obviously it's not right , but it's new to these people and so they haven't faced these opportunities and these problems as well . And so if you think about it like a more seasoned person , they're like yeah , that makes sense Because you've just seen it , right ? If you haven't seen it , do you think like , oh , this is crazy . No , this is your first time having a problem that you can't solve .

Yeah , and you've got to be kind of a scientist testing different things , Just like when you're testing different ads sets . You just can't put one ad set and all expected print money . And then let's talk about some . You mentioned an influencer component .

What do you see kind of working ? I know you guys work with some influencers and have a like a program behind that . Yeah . So influencers are changing right .

They're really creators now . Influencers were the Instagram heavy time or like pretty people with big followings could sell stuff and then that you know with engagement drops and stuff , they can't sell that the guy that could sell swipe up and do 50,000 on a swipe up can probably do 500 now , maybe maybe 200 bucks . But the reality is you need to create content with creators , and creators can be different . You can be one , I can be one , my daughter can be one .

Like that , anybody that knows how to like edit right , tell a story or like follow a trend and give good reviews and stuff . You're using kind of that user generated content and I see a lot of that working not only in e-commerce but in ads for different people . Because you know I'm , once you start writing ads , like no one's anyone , I'm not famous , you're not famous unless you're like Gran Cardon or Edmai Lett , like no one's nobody Right . And so using influencers worked because they were someone , but now using user generated content works more because it's random people telling a story or talking about a feeling or giving a testimonial and that like resonates a ton more than just like authoritative , like a guru kind of ads .

Yeah , I think it's people got used to the game and it's being more basically inferring is basically be authentic and really , instead of like just being like hey , back in the day they just do it , but they used it basically one it's course and everyone knew . Okay , they're just trying to sell us something , but now this is something I can relate to , it's easier to relate to like a micro influencer . It's just like me . I remember I think you did like a when you're post .

Your mention , which is the closest point , is when you create the content you create . You have some products where they have it's for five different people . We have , like a person that resonates with that different person , but it's the same exact product and it might be for moms or for this person , but the end of the day , it's the same fitness product or whatever . Yeah , we .

You know , one of the things we do in e-commerce is we'll build out multiple pages . When we were doing all of the fitness supplement companies that we have that we sold , we had one that was for keto and so it was for people . One landing page was all focused on the overweight person using keto to lose weight . Then it was a black athlete going for that , Then it was a crossfit angle , Then it was a just women's angle , because it's the same thing and yeah , you would think right , Like people are like , yeah , everybody can use it , but that doesn't mean that copy is going to resonate to that .

That doesn't mean that concept is going to resonate to them . That small little like value proposition is much different from like yo get shredded using keto in like six weeks . Then to like , hey , make eating burgers and just omit the french fries and the bun easy for you and lose your next 50 pounds . You know , totally different .

Same thing , totally different people , totally different concepts . So they get it differently . Yeah . So what you're basically alluding is honing in your avatar , because you can't be want everything to everyone , even though it's the same product .

So just having a message that resonates with a very specific , hyper focused audience and then scaling out accordingly . Yeah , I mean it's crazy because you could literally test and that's what marketing is generally . You just got to find who you're a product and who you're resonating with we . You know what keeps them up and what's their biggest pain concern .

But if it's really focused on that , that's why we see like agency is , we'll say I , or the people on LinkedIn says I hope people do this , and then they think people like and they try to call it with your audiences , but have a tender , not even like me , because they're , you know , just more focused on selling the message and actually delivering the results . I think that's a big problem with people . They , they get into business . You know , when we work with a lot of people , we're like who do you , who do you target ?

And like , oh , kind of everyone like you , definitely not , that , definitely not . Right you , they don't know the avatar like to like a real extensive , like pain , like what , what makes their wife upset at that type of stuff . You know , like , how many dogs do they have ? Where do they live Like , where are they shop ?

Like , why are they going through this ? What are they thinking ? And if you don't have it that tight , you're kind of still just like throwing stuff up in the air . Yeah , and you lose market .

Well then , when you have a hyper focus , getting super granular like you alluded to is , then you can really find out exactly what the pain points are and you can actually resonate way more with them . And you can't get if you're just taking one client here and one client here and one client here . Yes , you might have some knowledge about each of them , but you're you're also missing the . You know you get .

The scale is a lot easier to scale when you're focused on the head systems process and one thing you niche . It could be a lot easier on boarding , especially when you have other people on your team that have to go from different , totally different snitches . It's hard for them sometimes to be versed enough to understand those pain points , so you need to spread thin . Let's go back to the business component side of it , cause I think this is really fascinating .

We were talking before in the beginning of this and I see a lot of people the whole like right now , you know , the baby boomers are a lot of these people . When they're ex out the business , there's a certain percentage of them that people don't take over or the kids don't want to deal with them anymore . And there's also this opportunity now where a lot of these mom and pop businesses are like all this works for me for so long I don't need digital . But you guys come in , you can build partnerships and you could scale business accordingly and you could acquire customers at scale or with based on real factual numbers .

Tell us about kind of that opportunity and what it means to like people , maybe listen to , like acquire businesses and how digital actually affect it . Yeah , I mean we're . You know , in the brokerage we work with a lot of different kind of people . I mean we're selling a trucking business now we're selling a calculator business .

We just sold a supplement company selling a bunch of a few of those and you know , that's kind of the normal e-commerce . I think there's a lot of opportunity for e-commerce people . I've got a buddy that I'm working with that's got a dog , multiple dog companies and e-commerce . He's not buying more e-commerce businesses , he's buying blogs .

He's buying Facebook groups , buying assets . So he's building that community . Like I said , if he does that , he doesn't . He's got traffic .

He doesn't need Facebook . He can manipulate better targeting now because of custom audiences through that , but that's what he's acquiring . I like blue collar stuff . We're looking a lot at the roofing businesses and HVAC companies because they ran by good old boys that made relationships by drinking Budweiser's and their times and their P&Ls are trash .

They don't know what they're doing . They make a living and it's people steal . They got a receptionist named Linda who's barely there . Then if she is like they don't track the calls and all this stuff .

So there's a lot of opportunity to come in and acquire one of those , because the son or the person that's getting handed down , who doesn't want it . They don't want to work , they think it's hard work . So you can come in and optimize those businesses and really scale them and sell them or even buy more of the same and roll them up . The same is with agencies .

A lot of people want to build an agency because it's simple at the beginning , a little bit of free answer plus like the next step , you're making some money , then like to pass that . You're like man , this is hard , it's a people business . I got to get more people , I got to bring in more people , I got to create all these things . So they want to step away from it .

So you can acquire them with creative financing and different deals and really consistently , like aqua , hire people and be able to build a very high EBITDA business and sell it or do a few of those and roll them up as well . So I think there's a lot of opportunity if your skill sets are aligned with something that you see as a easy lever , to add stuff online or to even just with the blue collar and all that stuff . Adding anything online is very simple . Putting in the right CRM is getting the right team inside of that business and with everything else , it's just optimizing for more Like what can I buy ?

That's an asset that brings me more and it creates a better valuation and increases that valuation , because I bought an asset and all the way into like being able to maybe even buy a business because it's got good EBITDA . You know what I mean . No , it's . I'm an exact same mindset that HVAC and plumbing , because it's literally like you said , I look at the most .

You make great money . The cost of acquisition isn't a problem . You've got to float depending on like payments and terms and stuff like that , but you can easily do that . Roofing is a little bit it's going through its moment right now because of insurance and stuff like that .

But HVAC is great . You know they're . I mean they're really high ticket businesses If you think about it yeah , and a lot of the owners like they have pretty good income and then you have , like you said , even on multiple you can acquire between three and five , Usually five Florida , you're doing that work . It's five to four , four and a half range , but you roll them up to 10 million revenue or two million .

But I could sell for seven , 10 multiple to PE revenue and that's where the play is . And then just no one leaves those businesses . It's like I need that , I need it , you know like I need that consistently , and so there's opportunities in there to . You know , increase a lot of it , even doing HVAC and then going into the roofing , and then going into plumbing , and then the construction business .

You can sell it as a construction business and roll it up , yeah , yeah . That's a great angle , just rolling up and adding different value assets to it . And it's crazy those industries are like so , and there's it's the good old boys that get alluded to . So they don't even like like I do .

You know , I do X amount of revenue . Usually it's probably , you know , one and a half . They just want to retire . So it's really more about like hey , what's the retirement ?

And you can even buy it and like , like position it as like you're going to pay them a creative financing as like an annuity , and they they understand that more than creative financing . And so they're . They're in which you know they just want consistency and they want to get out of it and they know that either they have to sell it they don't know how to sell it or they have to give it to somebody and get that number . So a lot of times you can even be like listen , we'll pay you what you're , what you're making right now , get out of here , and we'll consistently pay you that for five years , and then some sort of balloon payment or whatever .

It's a lot like real estate buying businesses , yeah . Yeah , and then do you guys , do you guys broker them ? Are you just basically just facilitated transactions off market ? No , it's a brokerage .

Okay , so you guys put them on , like the different business brokerage websites and stuff like that , or . No , just are . So we do . We only do private , that's fine , okay , yeah , good yeah , we're more like kind of like a .

We're trying to be like the south of Bisa , like the mid markets , like it's only our stuff , it's invite , only private stuff . We only do two to 20 . Really focus on like two to eight is like what comes in all the time , cause they're quick for us . We have those people as aggregators and family officers that are interested in those kinds of businesses and so we work mostly like we have people that come in and like we have this budget right , family officer and aggregators going to come in and be like , hey , we got 150 million to spend , we'll give you 30 , see what you can do , and then have like you and it works , but hey , we'll give you more .

Then you kind of earn the business that way , yeah . No , there's a lot of family offices that listen to this podcast , so it's some to reach out to you . And I like the whole component of keeping that exclusive because , like what my point was and it's actually matched up perfectly is that if you , they put it on those business brokerages . A lot of times .

It's like if you call the brokers , they just get 50 lessons on the business brokerage side and they don't even return calls . I'm like here's the numbers , they don't even audit it or anything . There's no value at it , they just get . And then they promise these owners like I'll get you this number , that an overstate , a number that they don't even have a list and they just didn't stagnate for years .

Yeah , this is a very good asset class , or they've just found the right pricing point , but a lot of times it just it doesn't really do the value to the owner . And then you guys come in and be creative . You could also give the owner a way to get an extra income source or it makes it more avatacious to the owner and then at the same time you're giving exclusivity to the buyer . Yeah , we also don't take just any deal .

I mean , it's like you know , we have someone who's doing 20 million negative EBITDA . We're not . We can't even raise money for you , cause sometimes , like , can you raise money ? And there's like dude , we told you last year to sell this thing .

You were at 2 million EBITDA , now you're at negative one . We're not touching it , like we only work with businesses that are going up and then , if they're not , we can be like hey , we'll consult with you for a year , optimize this business , and then we'll push it out . Nice , nice , I like that . Yeah , that's a lot of value add there .

And what do you see , what are some of the speaking on the digital side of it , what are some of the trends you're seeing that are working right now , cause you know we mentioned , the algorithms have changed . What do you see in kind of working in terms of , like you know , content and community stuff that actually works ? You mentioned Facebook pages have been a good way to acquire because you know there are algorithms are always changing , building communities big . We're launching a lot of communities , lower ticket stuff to ascend the cycle of like just selling high ticket coaching , consulting is not dead , but it's definitely going to die .

So you're going to see a lot more web and like old stuff webinars , bsls , a small ascension funnels book to 47 , 147 , then trajectory of like a webinar and then try to bring you into that . So you've got to . If you're not thinking about how to your life cycle is extended , whether you think it is or not and so how do you monetize ? Because it's not just about making money on that , but it is , but it's if you monetize every little transaction , you're building trust is what you're doing too .

So like , if you , hey , I bought this and this and this from you , for sure you're going to take us up on the more expensive thing . If you just like watched a lot of our stuff , you're very you're , you're , you don't trust us . You need to engage , you need to see that's got to be no like in trust , and trust comes from delivering some sort of value . So everything we do , we try to like we create .

You know we're launching an AI thing right now , of course , and the first thing is like how do I get these people to like in the first module , be like yo , this worked , because then I , then you trust me . And then most people are like hey , how do I make money from this thing ? Very different , right ? Like I don't want , like I know that I will make money If I'm focused on like how do you make money ?

Like ASAP , so you can trust me . And instead of how do I build this thing and how much do you think we can make from it ? Like you have not thought about the person in the slightest . It might work , but like you're , it's not going to work for long .

Yeah , and those are . Those are big budgets too , cause , like I'm going to even do that with my course , where it's more of a high ticket , but then to actually compensate what the market's going , the economy is going , I'm going to . I've never done this and I have a few funnels built up and do a lot of work . It's hard to work to ascend average .

Order value has to be specific . You've got to be tighter . There's more testing , so it's a bigger budget of testing . Yeah , it sucks more .

That's why people don't do it . So it's exciting for people that are like not masochistic , but a little bit masochistic , but understand like if I do this , most people won't , I'm going to win . Yeah , yeah , you're just trying to create a mode behind it and like giving it like a Facebook page . I've acquired a few Facebook pages and one of my real estate ones is one of the fastest growing .

It's got like 20,000 , well , 20,300 followers now and a couple others , and it's kind of a way to get traffic and then I put my name on there , dubai , and then power by it . Yeah , so , yeah . So it's kind of crazy . What's going on with the digital side of it ?

What do you think ? What's your thoughts kind of on TikTok going forward ? Do you think it's going to still be around ? It's kind of a unique topic right now .

Yeah , it's going to be around . If you actually read what they're trying to do , it's got nothing to do with TikTok . It's got everything to do with getting more of your privacy . So , like anything that comes from , really , what that says is anything that comes from China .

They want to be able to listen in and use it in a court of law and like use against you . Not really does it say much about TikTok . They're not . Like America doesn't care about you .

I hate to say it in a bad way , they don't . And so you've got it like there's Republicans , democrats they're all fighting each other . I just think like I'm a capitalist . I'm not either one .

I have views and , per the case , like I think like where do I take advantage ? Because they're taking advantage of me and what can I leverage ? While everybody's thinking about this situation . You know what I mean , because they're only going to do what's best for them , or what's best to be elected , or what's best like on the back end of like what ?

Their agenda , and so if they have their agenda , I have to have my agenda and think about it like VPNs . If you want to find TikTok , you can find TikTok . Everyone can post . My kids watch TikTok through YouTube shorts until , like one of them , is old enough that she has a TikTok , but she was watching it before .

Like you , can , they don't understand how the internet works . Yeah , yeah , we see the questions . I remember , you see , like the one they had as a Mark Cuban and Google guys , and they asked like a most piece of question that we all know , and they're like they asked like what ? what do you turn this on ?

Are you accessing my wifi Like the ? Like we're on wifi like the , but they , they don't know what that means to ask the question . So , like they just look like idiots and it's all . It's honestly made the CEO of TikTok , who was going live after every single second , more relatable and more likable because Zuckerberg got like looked bad about that because he's a robot .

This guy learned and you can tell he's learned because he he's just so grateful and , like he , he shares everything with the TikTok community . They're , they're building with or without you , and no one even realizes . But they have another app Cap cut they own , and lemonade they own which is basically Pinterest and Instagram put together . No one even has those things .

Yet you know like I'm super advanced on this stuff , so , like I know like they don't even understand that those things exist . So they're , they got us man . What they should be doing is like focusing on zoom , because zoom has a lot of B2B and if they want to get data , I don't care if they get data off like kids dancing . They're getting data off like Salesforce and big companies , like sharing everything on zoom recorded .

Yeah , that's a good angle . I didn't think about that for the . Yeah , the zoom would be a huge power play without that data . Well , they have it .

I mean , it's a Chinese business . Yeah , that's crazy . What do you ? What do you ?

Uh , what kind of results do you see with the TikTok ads going right now ? I know it's . It definitely converts . I think a lot of people are moving to TikTok .

I mean , we're getting right now for one of our offers , $3.70 max cost per clicks . The same exact thing was getting us $17 in Facebook . So it works .

Also , it's a great place to work with creators . It's not about one . It's about all Like , do it all , depending on where you are , what your budget is and stuff . But I don't like to rely on any one thing because it can go away .

I mean , I've had businesses that are scaling like crazy and then boom , the CPM changes and we didn't have another option . So now I always look for building motes around the business and opportunities that if something happens , we have something else . Yeah , like Facebook , for example , I had all my accounts banned one time and then I submitted my driver's license and did everything . It was like for like two months and then they send a letter to me or they oh sorry , we made a mistake .

Sorry , it's any confusion , this cost . And it was like all my other accounts were shut down because they couldn't verify my idea . I'm like here's everything on it , but that shut down everything . So I know traffic for two months .

Facebook's just going to get more expensive because they lowered stuff for a little bit because people were leaving , but then they created the verification and the first day they did $660 million . Not everyone's even verified . So once people all get more and more verified , they'll get to a billion dollars a month . That's $12 billion , like a year just coming in from being verified .

Right , that's ridiculous . Their ads are going to cost more because they can afford like well , we're making $12 billion just for you to tell people you're you . Yeah , yeah , well , they got that from Elon . I was brilliant with that with the Twitter .

What are you ? Is there any platform that most people don't know about ? Is it they're kind of like up and coming way , or do you think going back or bringing back to Pinterest ? I've never actually ran Pinterest or done anything with Pinterest , but is there any low-key one that people should keep an eye out for in terms of getting some traffic ?

LinkedIn and Twitter for B2B . It sucks . It's a lot of consistent stuff . Podcasts the long ones are the best ones .

You've got to build an audience and then you'll get the best quality people , but it's a lot of consistent content and even reach outs and stuff like that building those relationships , podcasting but it's a lot of consistency . But years , youtube long form is going to come back a lot because everyone's doing short form . You'll see a huge change over the next , like like count it right now that I said it today , long form is going to be a big thing for the rest of the year and moving forward , because no one pays attention to anything now and so people want to be a little bit more engaged and see more things .

If you take talks already and trying to compete with YouTube , so they're extending it to up to 10 minutes . People are creating shows there and stuff like that . The long form stuff is going to be more prevalent and if you're doing long form the right way , it's great because again , no one does it . No one has that much time to put into it , no one has that much to say , no one's that charismatic , and so just all those things build opportunities for people that are focused on them .

Yeah , I think you had a post recently about that , saying that the content you produce today is like a long term game . So just putting the focus and building up and consistency and that's true , because everyone , those one minute reels you could have like one headliner or something trendy and there's not a lot of value behind it , it's just to get a dopamine rush you can actually have this . You could take this and break it up into like 20 little clips , but at the same time , the person that's really engaged and who's going to be your client or who's going to be really resonate you're going to build trust is the longer they see you .

It's becoming you know , and you can make it on the presence by pushing it out there and out there from platforms . So , yeah , that's crazy . And then going to LinkedIn and Twitter , it is such a like to build it up . I'm seeing people like my LinkedIn .

I have decent following my Twitter . I'm trying to build it up and it's like I post something . I'm like the ones I see that are actually growing . I'm like paying attention out , see other traffic and their views and the shows you on Twitter .

They're literally posting like five times a day or something and they're engaging on everyone's posts . I'm like man , I don't have time for that , but they're getting it . But they're getting it . Once they got to a certain threshold , they've been committed to it .

Now it actually makes sense to them because now they have an audience and then they say , hey , join my email list or , you know , join my mastermind or whatever else . So they build that community . But it does . It's a foundation thing .

It's like you alluded to is like you got to put the work in now and then you reap the rewards later . Everyone's used to the paid traffic or the immediate rewards . You just have to play the long game , basically . Yeah , people just don't want to put in time and they don't understand , I mean , the truth about it , right , I don't know where people are in business that are listening , right .

But if you're just getting started it's going to take a lot of your time because you don't have money , right . And if you do start getting money , put it into the business instead of keeping it because it'll help you speed up so you can make more . But people don't see it like that Usually . First , business people like that's their checking in , their savings and their business kind of account , right , they're all over the place .

And when people are kind of trying to scale , a lot of times at $3 , $4 million , $5 million , like your product has to change , your process has to change , your people might have to change for it to get to like eight figures and you have to invest again , right ? So you've got to look at things seasonally , like am I growing ? Right now I might pay myself less or only distributions , whatever the case , and I'm pouring into more time , more effort , more energy , even losing money so I can gain market share and then hiring people to suffice , like the growth of that .

And then there's reaping reward seasons where you're like , hey , I'm kind of coasting right now . We're good , we're maximizing our revenue and I'm making a good amount of money , or my distributions are really good , right ? So people just thinking like , oh , I want you know , when we work with a lot of people , I'm like what do you want to do ? Like , I want to .

Like 5x , you know , like 10 times my business this year . Okay , you made a million dollars . You want to make $10 million ? Or you make $2 million .

You want to make $20 million . What if you just grew by you know , 10% every month ? Like , oh , dude , I can do way better . That's 120% a year .

Like , I bet you you barely can . But they don't think of it like that because they're like oh , I just want to do more . I'm like why do you even want to do more ? Do you want more ?

How much money do you want ? What do you want out of it ? Are you selling it ? Like , what are we doing here ?

Do you just want more ? Because you saw it on TV ? Like , what do you want ? Like , who are you as a person ?

Like people are lost . They're all robots . Yeah , because I see the numbers . They want to screenshot the numbers and post it on social .

But then the day is like , as you're scaling , do you have to have more ? Like you said , you have to hire , bringing more people to the team , just like I'm going to take more capital to acquire which , as you scale , usually the cost of a customer comes more because more and more expensive , because you've already got just hitting randoms now , and you've got to like really educate them yeah . You have to go through the whole process and you , like I said , you get to a certain point .

Then you have to bring in more season CEO and then what's the play ? Do you want to ? You've already have an income that provides our bills . Do you want to get this huge , all exit multiple , that long term ?

Who are some of the people that you know because you've worked with some pretty top entrepreneurs ? Who are some of the favorite entrepreneurs you've worked with , or people and or people that you've you just look up to in the entrepreneurial world ? Oh man , who are the people that are honestly like ? My business partners , kent and Josh , are like the people I love to spend most of my time with and so like we kind of go back and forth a lot .

Some really close friends in the industry that I like trust a lot are Cody Jefferson , taylor Welch . Me and Taylor just talked a couple of days ago . I'm going to go see him in London . We're going to hang out on Onyx and Gaw .

Like those are the people that like when I need something , like I'll call them and they call me . Like we can like share real Scott Olford . Those are , you know , like people like that are the people that like I call when I need something and they call when they need something and there's just like trust and relationship from like decades . And you know , like we can be kind of vulnerable to one another and just be honest , because a lot of people just show you this face of like everything's perfect and like bro , we can't even build a friendship if you're just being that big .

Yeah , no , actually Taylor's gonna was the first episode I'm here . Taylor Welch and then Scott was like three episodes ago . I still talk to Scott all the time . He's cool .

He's the OG , he's OG . No one knows about Scott anymore because he just he's killing it . I talked to Scott like I got Taylor and Scott almost daily . Oh well , cool , I'll talk to Scott today on the message and be like I guess he was on the yeah .

I was just texting him when you and we were doing the podcast . Oh right , yeah , yeah , well , that's cool . Yeah , it's a lesson . Like gives credibility to you guys have always been the stand power goes back to like and the reason you're on this is because people like you guys are actually adding value and not like some of these .

You know these grifters come in and promote some of you actually building businesses . You actually have real stuff . You actually get what . There's the downturn like what I mean not downturn , but like the actual real challenges , because there's always that you're creating a business .

Regulation changes , mark , algorithm shift . You know different things . There's always different challenges . It's not all like it's that peaches and cream .

It's not as I was the website . Mostly not peaches and cream man . It mostly is like well , it's seasonal , right . Like when you're in a season , your focus , your head down like it sucks , yeah .

And then when you're when you can read the wars from that , like you're in a different season but like things always come up , I mean it's asinine to think that you can just when people just do all these ads on , like everything , just hunky dory , it's easy , all you're missing is this one thing . No , it's just one secret . Listen 30 things they're like . Focus on them and break them down quarter by quarter , week by week .

Yeah , this little known , one secret , you know , telling me what's called copy . And if I just give you my email , it'll work out Like it's . You know it's crazy , though , man . Like we've tried , like not doing that kind of stuff , it doesn't convert as good .

Like I know , that's the crazy thing about it . People want to be told lies , they want to believe ignorance , and then they get mad and like people told you know , like , oh , you guys said this , this , this , like I know people that sell a bunch of stuff . I mean , dude , he sold you what you wanted to hear . Yeah , I'm selling you right now what it would take .

You're not interested ? Yeah , like that's . It's not done , man , it's you 100% . I always and I try to call people out and stuff like this is how it actually is , because it does take .

You got to put the boots in the ground , you got to put the work in , you got to put the sacrifice . It's not just . You know , it's not . It's not easy .

It's not easy . Even if they want to make it sound easy . It's probably not going to have a moment . It's not easy it's not easy .

gaining weight to lose weight later it's not easy . Preparing a car is not easy . Having a job is not easy . Moving up the corporate ladder is not easy .

Having a baby is not easy . Like pick nothing's easy . So what do you want ? If you want things to be easy , make your life hard for a little while and then build things that like , like you can reap from that hardness , that are now easy or passive or better for you , like whatever you want to do , being the president isn't easy .

Like the people or not , they still got to move . Like 20 million steps up . Like there is no easy . You know what I mean .

There's opportunity and there's luck and right place , right time . Still not easy . Still like understanding that and like moving towards that and taking action on those things . Raising money is not easy .

So like , oh , these people that raise money is building those decks , getting those meetings Not easy , nothing's easy . So why don't you just stop bitching about that and like work , because that's why you have not the things you want . Yeah , 100% agree with all that . What are some of the things you're personally investing in ?

Do you invest right back into the business or anything outside of what you do in your companies , businesses , the business . We're not buying more businesses , we're just building more in the businesses that we have In real estate . I'm a partner in a few different real estate funds and that's it . Like I might mess around right now and a little bit of Bitcoin , but I've lost like a million bucks on Bitcoin , so I'm not going to go too crazy on it .

I just business in real estate . Nice , and what kind of real estate asset classes were the funds ? Was it like multi-family self-storage , stuff like that ? One of them is affordable housing here in Orlando , the other one is almost like a debt fund and the other one is building out hotels .

Nice . It was like what was the name of that one I might know ? Okay , no , no , no , Because I know one guy has just done something similar to that . So , yeah , now that's a good niche , you know , like a much more real estate .

If you're developing the ground up , that's always the highest return for most deals . And the other one is like what's safety ? What's the tax benefits ? No-transcript .

What are some of your favorite ? Like going back to entrepreneur , what's so many of your favorite books ? Is there any book that you recommend for just entrepreneurship or minus what was ? that Leaders Eat Last .

My favorite book , the Askin book . Yep , yeah , it's a great book . That's my favorite book . And then Levels of Energy by Frederick Dodson .

It's not an entrepreneur book but it's a book to understand , kind of like people levels of energy . If you read them in conjunction , you kind of understand like how to lead better through , how people's levels of energy and where even your levels of energy are . Yeah , I haven't heard of that one . I haven't seen it .

I'm not to look that up . I was going to do a scratch . Have you ever used scratch ? No , I listen to everything and I take notes .

Yeah , no , scratch , pretty cool app . It's like . It's kind of like . It's like I think they change the price .

I don't know what . The new price is Ten bucks a month . But it's pretty much on the net until you get to like 10 books because they start throttling you . If you're a power , you know I do the pack , I do the books .

That's an audio books when I'm like working out . I listen to the same book like two or three times before I move into another book because I feel like I don't . I didn't listen to the book and so I like to go back to chapters . I'll write out like I like that chapter and I'll kind of like obsess over that chapter and obsess over the book and like practice things and stuff like that .

Yeah , your retention . That's why I want to hear some people like oh , I play the two X speed . I'm like I don't , I don't , I don't retain that . Don't bother .

I played it like 1.2 , 1.4 . Yeah .

Yeah , and when people say like oh , I listen to , like , wait , I'm like I don't retain it If it's like rapping at me . Right , like literally the voice changes sound . Yeah , no point . Like you know , I don't read that much unless it's something that is congruent to where I'm at in that moment .

To support me and then going to your , your , your conferences and your entrepreneur meetups . You want to just talk about that a little bit like what's your next one coming up and kind of who's the ideal client ? So we have a bunch of different ones . We have a new office here where we're actually doing almost events monthly , and then there's an opportunity to join our consulting group , which those are three times a year and they're more for , like , specific guys that are doing , you know , either 50,000 a month on agency's personal brand or over a hundred thousand on e-commerce .

The next event that is in June , where it's an AI event . So only a hundred tickets left . There's only a hundred tickets total . Sorry , I haven't started promoting that .

We're actually promoting it in the next week . I can send you a link for all that . You got to buy a book and you got to go through a process to get it , get the tickets , and then , yeah , man , that's , but we're always doing events . If anybody's interested in connecting , my info is at Los Hustle .

On pretty much every platform I will . I'll respond to Instagram . I've never responded to emails because I don't even check them , to be honest . So just hit me at Los Hustle .

And yeah , if anyone wants to help scaling or selling their business , we can help them through Powerhouse or we can help them through the brokerage . Love it , love it . And , as we wrap this up , what are what's kind of goals for the next three to five years Long term here ? Be happy man .

I don't . They're not financial , they're more like spend more time with my kids , go to more practices . I go to all the games and stuff , but I want to go to more practices , travel more with my friends and family . My daughter , one of my older my older daughter was turning 13 .

So get a bigger house with a very specific backyard so I can be the house that everyone goes to . I'm more worried about that than like being important to other people . Yeah , no , that's huge . I mean , obviously , at a certain point the money doesn't make it just .

It's just butt hitting goals and you know what else is getting your time back . You know that's the one thing you can't get . It doesn't matter how much money you make , the time is the most important thing . We're not living at 300 or 400 years , I don't know .

I'm starting to see a lot of entrepreneurs because they're doing the peptides and you know , the glutathione and NAD plus and , like you know . I'm on all that , yeah , yeah , so I'm doing the . I just started with the NAD plus but , like I was like I want to live to , like you know , x amount of years , I mean , yeah , hopefully , well , but I do feel a little bit different . But yeah , as we wrapped this up , what's the , what's the best places to honestly , the best one is at Los hustle on Insta .

If you liked what you heard and you want to connect like everything else is going to take you to a funnel , just hit me up at Los hustle . I'll get on , I'll talk to you and we'll see like where to direct you and like how I can best serve you and help you . Not trying to sell anything unless it's a good fit for all of us , but happy to meet and connect with people , the more the better . Yeah , and I'll test that he does respond .

So , like you know , he's got like how many like awesome powers or whatever it is , but he does respond so and , which was unusual , because sometimes , like even like you said , your emails , he's like don't send the invite to the email sent to the Instagram . I was just never to say to do that . So I was like throw it off . That's why we're like coming in later today .

But again , thank you so much for your time . Guys , connect with him . He's a thought leader . He's got a lot of great products , services .

We agree . I mean I have a lot of same mindset with the same things in the business world . But again , thank you again for being on the . Thanks so much for having me , man .

I appreciate it . Thanks guys . Hey , it's Jonathan . I get exclusive access to great investment deals , opportunities from my community , my network and just for my loyal listeners will give you first access .

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