1 00:00:00,160 --> 00:00:14,280 Stu McLaren: Launch standpoint, how's things changed over the time? What are you excited about as far as marketing goes? So that's the, the direction we'll go and then I, I just follow my curiosity, you know, it's a conversation. So. 2 00:00:14,280 --> 00:00:14,800 Guest: Awesome. 3 00:00:14,880 --> 00:00:15,440 Stu McLaren: Yep. 4 00:00:15,680 --> 00:00:16,320 Guest: Okay. 5 00:00:17,120 --> 00:00:17,680 Stu McLaren: We good? 6 00:00:17,680 --> 00:00:22,960 Guest: Yes. Dude, I think I might need to extend your bike a little bit more because when you're facing Ricardo, it's a little bit. 7 00:00:23,280 --> 00:00:34,150 Stu McLaren: Oh, I see. Yep. As long as it doesn't fall. 8 00:00:34,470 --> 00:00:34,950 Guest: Yeah. 9 00:00:37,670 --> 00:00:45,110 Stu McLaren: Some sandbags. It doesn't impact your weight at all, does it? 10 00:00:46,230 --> 00:00:48,390 Guest: Are you going to do with the Dean also? 11 00:00:48,630 --> 00:00:49,270 Stu McLaren: What's that? 12 00:00:49,510 --> 00:00:50,710 Guest: Are you going to do the podcast? 13 00:00:50,870 --> 00:01:18,240 Stu McLaren: Yeah. So when we wrap up then Kyle and I are going to Dean's place and so we'll do an interview with him. And yeah, it was interesting. He. He asked me to help him with his membership and so I did like a, like a one hour blitz consulting with his whole team and they've got. It's pretty bonkers. They've got 37,000 members. They're growing at 500 members a day. 14 00:01:18,960 --> 00:01:20,240 Guest: 500 members a day? 15 00:01:20,240 --> 00:01:20,800 Stu McLaren: Yeah. 16 00:01:21,120 --> 00:01:21,840 Guest: They are doing. 17 00:01:22,130 --> 00:01:22,450 Stu McLaren: Huh. 18 00:01:22,450 --> 00:01:24,170 Guest: What exactly they are doing to get five. 19 00:01:24,170 --> 00:01:27,170 Stu McLaren: They have an evergreen funnel that's crushing and. 20 00:01:27,170 --> 00:01:29,610 Guest: But evergreen with the VSL or webinar 21 00:01:29,610 --> 00:01:31,490 Stu McLaren: or with a, 22 00:01:33,490 --> 00:01:35,650 Guest: With a challenge. 23 00:01:35,810 --> 00:01:37,290 Stu McLaren: With a challenge, yep. 24 00:01:37,290 --> 00:01:38,770 Guest: Three or four, five days. 25 00:01:38,770 --> 00:01:39,170 Stu McLaren: Three. 26 00:01:39,250 --> 00:01:40,370 Guest: Three. Yep. 27 00:01:40,930 --> 00:02:30,000 Stu McLaren: And yeah, his goal is to get to 100,000 members by the end of the year. And anyway, they're doing great on the. They're amazing on the front end, but they got all kinds of gaps on the back end and so their retention is good. It's not great, but I mean, I, as soon as I got in, I could see like all kinds of holes and so I went through. I had five things for them and I went through them all. And at the end of it he's like, he's like, stu, I'm really good at getting people in. He's like, but just in hearing you talk, I'm realizing I'm not good at keeping people. And you are really good at keeping people. He's like, how do we work together more? And I was like, I don't know. I said, let me give it some thought so we'll see what plays out. 28 00:02:30,320 --> 00:02:33,680 Guest: That is, that is super cool. That would be a big, big step. 29 00:02:34,160 --> 00:03:01,500 Stu McLaren: Yeah, well, they, they have had somebody in my impact mastermind and then this year they didn't renew. And Dean, he said in the build or in the conversations leading up to when I did the day with him, he's like, and I just found out that, you know, Dawson isn't in the Mastermind anymore. He's like, that's got to change. He's like, we gotta get him back in there. I don't know why that happened. So it's interesting. Like, there's different decision makers on their team. You know, how big is his team? 30 00:03:02,460 --> 00:03:02,980 Guest: I don't. 31 00:03:02,980 --> 00:03:06,420 Stu McLaren: I don't know the size, but they 32 00:03:06,420 --> 00:03:09,390 Guest: are suing the mastermind.com or. Yep. 33 00:03:09,710 --> 00:03:17,510 Stu McLaren: KBB, they don't sell that anymore. But, yeah, their big thing is like, this AI. Yeah, the AI stuff. 34 00:03:17,510 --> 00:03:21,710 Guest: Yeah. I feel like every landing page, if. If we don't put AI. 35 00:03:22,030 --> 00:03:23,630 Stu McLaren: It's not relevant anymore. It's not relevant. 36 00:03:25,310 --> 00:03:25,790 Guest: Yeah. 37 00:03:27,310 --> 00:03:27,710 Stu McLaren: All right. 38 00:03:27,710 --> 00:03:29,470 Guest: You good to go? Yep. Okay, cool. 39 00:03:29,470 --> 00:03:32,590 Stu McLaren: One thing, Ricardo, your water bottle is. You can put it on the floor. 40 00:03:32,830 --> 00:03:38,500 Guest: Oh, sorry. You don't have cups. You don't have cups. 41 00:03:39,060 --> 00:03:39,780 Stu McLaren: Do you want a cup? 42 00:03:39,860 --> 00:04:10,990 Guest: Yeah. Yeah. I think it's better in terms of the visual. Like a mug. Yeah, like a mug. Yeah. But instead of going like this, you know, the water bottle. We're not Game of Thrones. Because I'm still. Now that I'm starting to get the jet lag out. Oh, dude, I'm back. 43 00:04:11,310 --> 00:04:15,070 Stu McLaren: I'm zonked, man. I. I could have gone to bed two hours earlier last night. 44 00:04:15,950 --> 00:04:16,590 Guest: Yeah. 45 00:04:17,070 --> 00:04:20,270 Stu McLaren: So, yeah, Kyle's like, what time did you even get home last night? 46 00:04:20,430 --> 00:04:21,230 Guest: I'm like, I know. 47 00:04:21,230 --> 00:04:33,330 Stu McLaren: I was like a wild man. I was out till, like, I was saying goodbye to everybody and then I started to feel cold. 48 00:04:34,370 --> 00:04:43,010 Guest: I felt the same thing. I went to bed. I was like, ah, my head is knocking. Okay. All right, let's go. 49 00:04:43,650 --> 00:04:44,210 Stu McLaren: Ready? 50 00:04:44,530 --> 00:04:44,890 Guest: Yeah. 51 00:04:44,890 --> 00:04:46,130 Stu McLaren: Let me restart these. 52 00:04:46,210 --> 00:05:03,320 Guest: Just because there's a limit on them. So you don't need us to clap? No, nothing. No, you're good. I mean, if you want to. All right, you guys ready to go? Okay. 53 00:05:04,440 --> 00:05:05,880 Stu McLaren: Mr. Ricardo, welcome. 54 00:05:05,960 --> 00:05:07,480 Guest: Thank you very much for having me. 55 00:05:07,639 --> 00:05:30,420 Stu McLaren: So you've been dominating in Portugal. You have built an incredible business and also built a business supporting, you know, thousands of other entrepreneurs in Portugal. It's amazing. So I want to talk today about how you've done that, where you're getting your traffic from. What are you offering? How are you selling it? I want to unpack it all. You good? 56 00:05:30,660 --> 00:05:31,460 Guest: Yeah, let's go. 57 00:05:31,460 --> 00:05:35,940 Stu McLaren: Okay, so let's first talk about and give people a sense of what it is that you're offering. 58 00:05:36,180 --> 00:05:52,560 Guest: Okay. So basically, we have. The core of the company is education and software. So, yeah, for education, we help. Wannabes influencers and entrepreneurs that go like half a million and then PR goes to 5 million. 59 00:05:52,640 --> 00:05:53,120 Stu McLaren: Okay. 60 00:05:53,120 --> 00:05:54,880 Guest: So that's our main target. 61 00:05:54,880 --> 00:06:01,400 Stu McLaren: So your people are people that are trying to get to half a million and then that's one avatar and the second avatar is people trying to get above a million. 62 00:06:01,400 --> 00:06:03,520 Guest: Yeah. Okay, five million. 63 00:06:03,840 --> 00:06:06,000 Stu McLaren: So what are you offering them to help them in that process? 64 00:06:06,240 --> 00:06:24,320 Guest: So basically, the people that are starting, we offer a membership called Ki Start. Launch your business. And the goal is just, you know, push them, push them up to 25k. Because 25k in Portugal is like the, the point where they think like, getting out of the job, quitting the job and starting the business. 65 00:06:24,400 --> 00:06:24,960 Stu McLaren: I see. 66 00:06:24,960 --> 00:06:27,280 Guest: And so that's like the, the sweet spot. 67 00:06:27,280 --> 00:06:28,160 Stu McLaren: Okay, gotcha. 68 00:06:28,720 --> 00:06:35,280 Guest: And then we have the. Another membership, which is kdf. And basically the idea is to get to six figures. 69 00:06:35,440 --> 00:06:36,000 Stu McLaren: Okay. 70 00:06:36,240 --> 00:06:38,140 Guest: In profit. Six figures in profit. 71 00:06:38,370 --> 00:06:42,970 Stu McLaren: So that's really for somebody who's. They're off to the races, but now they really want to start growing it. 72 00:06:42,970 --> 00:07:03,090 Guest: Yeah. And the main focus, like sales and marketing. That's it. Nothing else. Then we have the mentorship, which is a KI academy, which we want people to go above a million and that we help in the eight areas of the business, you know, like operations, marketing, sales, strategy, legal, finance, all those areas. So can help them to grow. 73 00:07:03,410 --> 00:07:06,370 Stu McLaren: What I love about this though, is it's easy for people to see where they fit. 74 00:07:06,370 --> 00:07:18,470 Guest: Yeah. So thanks to you, because that was a great conversation in Kenya. It made me think like, oh, shit, I have this course, I have this. And I was like wondering, okay, let's make it simple. Yeah. Yeah. 75 00:07:18,470 --> 00:07:27,630 Stu McLaren: Well, it is though, because now, like when somebody comes into your world, you just ask a couple questions to gauge kind of where they're at, and then as soon as you receive the answers, you know where to guide them. 76 00:07:27,630 --> 00:07:28,110 Guest: Yeah. 77 00:07:28,110 --> 00:07:34,990 Stu McLaren: And see, a lot of times, like people will have a bunch of different products, but, you know, there's a whole bunch of different starting points for people. 78 00:07:34,990 --> 00:07:48,550 Guest: Sometimes we just start to make offers and offers and all of a sudden suddenly we have like gazillions products. Yeah. We don't know what exactly we are doing. And so. And sometimes we are very quick starters, but then the team has to do the rest. 79 00:07:48,710 --> 00:07:52,630 Stu McLaren: Right, right. They're playing like, oh, they're cleaning up the mess. 80 00:07:52,710 --> 00:07:53,190 Guest: Yeah. 81 00:07:53,270 --> 00:08:29,080 Stu McLaren: Well, it was reminded to me I had a client years ago who, you know, flew for a VIP day, brought their whole team in and they had a ton of different products. And the very first question I asked Them. I said, okay, I want you to picture me. I am your perfect, ideal customer. I said, what do you want me to buy first? And they're all, they're all looking at each other and they're like, I. I don't know. I'm like, that's a problem. Right. Like right there. And then if, if your customers don't know where to go or what their first step or what their next step should be, then they're going to be confused. And. And so I, I love how you've, you know, that's super clean. 82 00:08:29,080 --> 00:08:41,030 Guest: Yeah. And it's funny because most of I just had like a session before we. I came here and because I'm doing some sales sessions so I can figure out exactly what is the script, what are the words and all that. Yeah. 83 00:08:41,430 --> 00:08:44,110 Stu McLaren: So you're talking to a potential customers 84 00:08:44,110 --> 00:09:00,760 Guest: and then another session with one of our mentees. We do like a checkpoint in the middle. Yeah. So we have a year in the middle. We do a checkpoint. And usually I like to do the checkpoint. We have like 100 people, but, you know. Yeah, I like to do that. It's. It gives me the, the sense, the touch. 85 00:09:00,760 --> 00:09:01,680 Stu McLaren: You got a finger on the. 86 00:09:01,680 --> 00:09:11,920 Guest: The pulse. Yeah. And so. So I asked her. Okay, so I did the same thing. So I'm, you know, I'm a customers. What exactly do you say? What's your promise? 87 00:09:12,080 --> 00:09:12,359 Stu McLaren: What. 88 00:09:12,359 --> 00:09:25,100 Guest: Makes me curious to know more about it. Yeah, she was like, yeah, we delivered this. She went immediate to. To the how to the. Yeah, what exactly this stuff. Yeah, yeah. Instead of giving, like, what's the promise? Yeah, so it's. 89 00:09:25,660 --> 00:09:39,980 Stu McLaren: Yeah, it's. It's easy to get lost in the details and all the bits and pieces, but lose sight of the thing that really matters, which is like, how's my life going to be better? Like, if I buy your thing, how is my life going to be better? 90 00:09:40,140 --> 00:09:40,620 Guest: Yeah. 91 00:09:40,700 --> 00:09:47,820 Stu McLaren: Okay, so you've got these three different levels, and then how do you market these products and services? 92 00:09:47,820 --> 00:09:54,630 Guest: Good question. So, like yourself, I did a lot of launches over the years. A lot of launches. 93 00:09:54,710 --> 00:09:58,950 Stu McLaren: What does that look like for people? Just give them a sense of what, What a typical launch would look like. 94 00:09:58,950 --> 00:10:03,350 Guest: Well, a typical launch would you mean like the, The. The pieces that. 95 00:10:03,350 --> 00:10:04,710 Stu McLaren: Yeah, like what, how would you. 96 00:10:04,870 --> 00:10:16,150 Guest: So basically there are a couple phases. The first phase, like the briefing and the planning. The second phase, I call the three Pl. Pre. Pre. Pre launch, which is like basically a buzz time. 97 00:10:16,440 --> 00:10:18,840 Stu McLaren: Yeah. You're creating anticipation, but they know. 98 00:10:18,840 --> 00:10:27,520 Guest: They don't know exactly what is Coming. So we can raise some, some pains. We can raise some, you know, raising the conscious, like Jean Schwartz. 99 00:10:27,520 --> 00:10:27,960 Stu McLaren: Yeah. 100 00:10:28,920 --> 00:10:40,520 Guest: Then we have the pre, Pre launch, which basically is the invitation for the event. And that's curious because right now there is a launch going on in the cinema, which is the Michael Jackson movie. 101 00:10:40,520 --> 00:10:41,000 Stu McLaren: Oh. 102 00:10:41,000 --> 00:10:45,420 Guest: And I'm watching the. The anticipation build up, which is pretty insane. 103 00:10:45,660 --> 00:10:56,140 Stu McLaren: Well, and you see it in movies. Like, movies do this phenomenally well. We just watched a trailer like before we even got started, and we're like, we got to go see this movie. And it's like it's just creating that anticipation. 104 00:10:56,300 --> 00:11:14,440 Guest: Yeah. And it's. And so during that time, we, we just invite people to opt in to our event. Then we have the, the, the pre launch, which basically is in the. If you look like to the fundamentals would be like three PLCs, three pieces of content. 105 00:11:14,840 --> 00:11:15,400 Stu McLaren: Yeah. 106 00:11:15,960 --> 00:11:23,480 Guest: Which basically for me, it's raising the confidence in us. For me, it's like about confidence. 107 00:11:23,960 --> 00:11:29,520 Stu McLaren: So in that content, you want to raise the confidence of the audience that are going through it. 108 00:11:29,520 --> 00:11:37,730 Guest: Yeah. Because what happens to me for a long time is people went through several launches before buying. The average was two. 109 00:11:38,050 --> 00:11:38,690 Stu McLaren: Oh, wow. 110 00:11:38,690 --> 00:12:00,070 Guest: Yeah, the average was two. So they would go one and by the end they would not buy. Then we have a second one like two months later. And so. Yeah. So we have that period of three pieces and then open card, close card during between five to seven days. Yeah. And then we might do a downsell and then debrief. 111 00:12:00,150 --> 00:12:00,670 Stu McLaren: Got it. 112 00:12:00,670 --> 00:12:05,430 Guest: Basically, this is it. And usually for us at least would take like 45 days. 113 00:12:05,510 --> 00:12:10,870 Stu McLaren: Wow. Each launch is about 45 days, whole process. Okay, so how many launches would you do in a year? 114 00:12:11,750 --> 00:12:12,950 Guest: Between five to six. 115 00:12:13,110 --> 00:12:13,590 Stu McLaren: Wow. 116 00:12:13,670 --> 00:12:14,150 Guest: Yeah. 117 00:12:14,150 --> 00:12:14,590 Stu McLaren: Wow. 118 00:12:14,590 --> 00:12:20,310 Guest: My, my. Yeah, I think there were like three years that we did five and six. 119 00:12:20,630 --> 00:12:22,470 Stu McLaren: Wow. That's. Yeah, that's crazy. Okay. 120 00:12:22,470 --> 00:12:24,150 Guest: It was crazy. It was every two months. 121 00:12:24,310 --> 00:12:24,750 Stu McLaren: Wow. 122 00:12:24,750 --> 00:12:35,250 Guest: Every two months. Of course, we were, you know, using the same funnel, change a couple ads, you know, reuse some ads, recycle. But it was working, you know. 123 00:12:35,250 --> 00:12:35,570 Stu McLaren: Yeah. 124 00:12:35,570 --> 00:12:36,730 Guest: I felt like, let's go. 125 00:12:37,050 --> 00:12:43,770 Stu McLaren: Yeah. So this was the primary way in which you were marketing your business. 126 00:12:43,770 --> 00:12:44,170 Guest: Yeah. 127 00:12:44,170 --> 00:12:46,570 Stu McLaren: And so then how are you getting traffic to these launches? 128 00:12:46,730 --> 00:13:44,850 Guest: So I, I was going, I use a lot ads in meta, Google, Pinterest, because I really like to go omnichannel. The way we usually do is we have two main traffic source, which is basically meta, with Instagram and Facebook and the whole ecosystem, and then YouTube. But we use the pixels at every platform. Like LinkedIn, like Pinterest, like TikTok. Because we test TikTok, and for us, the leads were not so good. Maybe it was us, but that was the experience. But in terms of remarketing, we do it everywhere. Display ads, all of that. So we have three main sources. YouTube, Instagram and Facebook. But then we put the rest working. When people go through one of these or go to the landing page, they're going to be remarketing everywhere. 129 00:13:44,930 --> 00:13:45,490 Stu McLaren: I see. 130 00:13:45,810 --> 00:13:52,330 Guest: And so that was a strategy that we started, and it works really, really well. 131 00:13:52,970 --> 00:13:54,530 Stu McLaren: And so these launches are. 132 00:13:54,530 --> 00:13:58,570 Guest: But okay, there was a difference. The ads were completely out of the box. 133 00:13:58,890 --> 00:13:59,450 Stu McLaren: How so? 134 00:13:59,450 --> 00:14:02,810 Guest: Like, for example, I would use, you know, that movie, Everybody Sunday? 135 00:14:03,130 --> 00:14:03,810 Stu McLaren: Okay. Yeah. 136 00:14:03,810 --> 00:14:05,450 Guest: No, any. Any given Sunday. 137 00:14:05,450 --> 00:14:06,050 Stu McLaren: Any given Sunday. 138 00:14:06,050 --> 00:14:12,450 Guest: Any given Sunday. So there is that clip which is very famous, that is talking the. With the. With the. 139 00:14:12,450 --> 00:14:13,090 Stu McLaren: With the team. 140 00:14:13,090 --> 00:14:15,610 Guest: With the team, yeah. So I did that. 141 00:14:16,250 --> 00:14:17,610 Stu McLaren: Oh, you reenacted it. 142 00:14:17,610 --> 00:14:28,550 Guest: Yeah. But the script for, you know, for the master class that I was giving and like that speech, that speech of the wolf when he's talking to the. 143 00:14:28,550 --> 00:14:29,630 Stu McLaren: Oh, the wolf on Wall Street. 144 00:14:29,630 --> 00:14:47,590 Guest: Yeah, yeah. So I did that also. I bought, you know, wig and everything. So I. I do sometimes a kind of, you know, which is good because it prints in the. In the people's mind. Yeah. But there is a. Which I'm conscious. There is a. Also a not so good side. 145 00:14:47,590 --> 00:14:48,150 Stu McLaren: What's that? 146 00:14:48,550 --> 00:14:57,590 Guest: Which people might. Some of the people don't take me serious. There is a. Because I have like 30% of my shoes didn't like me in the beginning. 147 00:14:57,750 --> 00:14:58,590 Stu McLaren: Oh, interesting. 148 00:14:58,590 --> 00:15:01,910 Guest: Yeah, it's very interesting. 30% is not like one or two. 149 00:15:01,910 --> 00:15:02,470 Stu McLaren: That's a lot. 150 00:15:02,470 --> 00:15:05,830 Guest: 30% they didn't like me, but then they. They got. 151 00:15:06,550 --> 00:15:07,910 Stu McLaren: You think it's just from the ads? 152 00:15:11,350 --> 00:15:22,460 Guest: We never know. Yeah. Yeah, but because they were seeing, like, things totally different. Who's this guy? Who's this crazy guy? Yeah, so he looks like a monk. 153 00:15:22,460 --> 00:15:31,540 Stu McLaren: Yeah, yeah. But. But what I did hear you say is that when the ads are out of the box, they get a lot better results. 154 00:15:31,620 --> 00:15:32,420 Guest: And they know. 155 00:15:32,500 --> 00:15:33,460 Stu McLaren: Yeah, they remember. 156 00:15:33,460 --> 00:15:36,220 Guest: Yeah, they remember. They go like, I have seen this guy. 157 00:15:36,220 --> 00:15:36,580 Stu McLaren: Yeah. 158 00:15:36,580 --> 00:15:48,430 Guest: So they go from, this is. This guy is crazy again again. Maybe I should look something. Maybe I will opt in. Okay, let's opt in then. 159 00:15:48,510 --> 00:15:49,070 Stu McLaren: Okay. 160 00:15:49,390 --> 00:15:58,990 Guest: It's more or less. Okay, I'll come again. And then maybe I should buy. Okay, I bought. Okay. Now I have to work with him. So they go through different phases. 161 00:15:59,150 --> 00:15:59,550 Stu McLaren: Yeah. 162 00:15:59,550 --> 00:16:02,470 Guest: And we Already already know that they go through that. 163 00:16:02,470 --> 00:16:17,080 Stu McLaren: So yeah, so you're doing these launches are they. They're live. Right. So basically you have a start, you have an end and then you move on to the next one. Is that how you still currently do it? 164 00:16:17,080 --> 00:16:18,600 Guest: No, we completely switch. 165 00:16:18,600 --> 00:16:19,680 Stu McLaren: Okay, so talk to me about that. 166 00:16:19,680 --> 00:17:54,400 Guest: Yeah, because we found that, okay, the launches were amazing, but it was just one strategy and we have like, I don't know, 17. I think it's the least that we have because we have mainly like three big groups, the one to one, one too many and partnerships. And so we were just using one too many. And inside one to many, we were using basically launches and webinars for downsells. That's it. So there are so many strategies that we were not combining. So I thought to myself, okay, and also we start to figure out there are a lot of people doing launches. The launches were going down. Of course we have to innovate, we have to do all the things. But at the same time it's like 45 days inside my calendar. I cannot do anything. I love launching. But 45 days, time six or time five. Yeah, it's a lot of space. And, and, and again, it doesn't give us space to do other stuff or to do other offers. Although we start to do segmentation last, last January 2025. And so we are segmenting more and more our list which allows us to make different offers, different offers at the same time. Okay, so what we did was In January of 2025 we did a launch already thinking about Evergreen, the launch, because I saw someone in Atlas, Russell Brunson's mastermind, his name is Bill Vaughn and he was doing a Evergreen launch for bookkeepers every week. And I was like, what? 167 00:17:55,120 --> 00:17:55,600 Stu McLaren: Wow. 168 00:17:55,600 --> 00:18:01,190 Guest: Every week. And he was doing that and he was getting between 10,000 to 15,000 leads. 169 00:18:01,190 --> 00:18:01,670 Stu McLaren: Wow. 170 00:18:01,750 --> 00:18:47,160 Guest: Every week. And I went through his funnel and it was really simple, not very highly complicated. Although in terms of the tech part is, it was not so simple. The tech part was not so simple. But the funnel was, you know, one funnel, one product, one avatar. Basically that's it. So I looked at that and I start to see what, how can I do the same thing? So by March, by March, we had a funnel, Evergreen Funnel, using that launch because it took us like a month and a half to figure out everything because Bill didn't have WhatsApp or SMS. And we are using that especially in Europe. 171 00:18:47,160 --> 00:18:49,400 Stu McLaren: Right. Because Europe is like, it's way more 172 00:18:49,400 --> 00:18:51,440 Guest: popular if you don't use WhatsApp. You are out. 173 00:18:51,600 --> 00:18:54,660 Stu McLaren: Wow. Yeah. So it's a primary marketing communication channel. 174 00:18:54,660 --> 00:18:55,380 Guest: It is. It. 175 00:18:55,380 --> 00:18:58,300 Stu McLaren: Isn't there a limit on the number of people in a WhatsApp group? 176 00:18:59,100 --> 00:19:02,900 Guest: Yeah, but there is a community and the community can put more groups, so. 177 00:19:02,900 --> 00:19:03,540 Stu McLaren: Oh, I see. 178 00:19:03,540 --> 00:19:19,020 Guest: And the other thing that was not so good that now they. I think they fix it was your number gets exposed. So there are some people that gets into those groups so they can take the numbers out and then they contact for their stuff. 179 00:19:19,020 --> 00:19:19,820 Stu McLaren: Oh, I see. 180 00:19:19,820 --> 00:19:21,340 Guest: There is some scams over there. 181 00:19:21,420 --> 00:19:25,640 Stu McLaren: So people were poaching people that were in your group, as an example. And, you know. 182 00:19:25,640 --> 00:19:30,400 Guest: Yeah, especially in Brazil. That's very common. Wild west, huh? 183 00:19:30,880 --> 00:19:46,120 Stu McLaren: So you shift to this evergreen model. Explain what that looks like now. So instead of, you know, all this buildup to the launch, people sign up for the launch, they get value. Then you have an open cart. That was the old model. 184 00:19:46,120 --> 00:20:07,220 Guest: So basically. Yeah, exactly. So now when we had the weekly. Because now we have monthly. Because we try, we start to test a couple things. So what allows us in terms of weekly is we can test, you know, we can choose one thing and test it another thing and test it and that's awesome. I would go live sometimes just to fix a couple things. 185 00:20:07,380 --> 00:20:07,940 Stu McLaren: Okay. 186 00:20:09,460 --> 00:20:12,100 Guest: Of course, you have to be aware about, you know, the clothing. 187 00:20:12,260 --> 00:20:15,060 Stu McLaren: So these are live. Yeah, These are live training sessions. 188 00:20:15,300 --> 00:20:21,690 Guest: Yes, yes. But because it's evergreen, you gotta look the same. Yeah, exactly. 189 00:20:21,690 --> 00:20:40,970 Stu McLaren: So good news is, like, you know, that's. That's easier. Easier for you. I mean, dude, you look the same all the time anyway. Dude, I swear, you haven't aged in, like, you know, the 15 years that I've known you. But that's a whole side note. Okay, so you're going in, you're recording. Sometimes you'll do it live, sometimes it'll be the recording. 190 00:20:40,970 --> 00:20:41,370 Guest: Yeah. 191 00:20:41,370 --> 00:20:42,810 Stu McLaren: You're testing one thing each time. 192 00:20:42,810 --> 00:20:43,330 Guest: Exactly. 193 00:20:43,330 --> 00:20:44,770 Stu McLaren: What kinds of things would you be testing? 194 00:20:44,770 --> 00:20:48,840 Guest: For example, the offer would be a video. A video for them. 195 00:20:48,840 --> 00:20:49,280 Stu McLaren: Interesting. 196 00:20:49,280 --> 00:20:50,440 Guest: Although it's all video. 197 00:20:50,440 --> 00:20:52,800 Stu McLaren: So you wouldn't deliver the offer live? 198 00:20:52,800 --> 00:20:58,080 Guest: No, no. Then I start to do half video and half myself. 199 00:20:58,160 --> 00:20:59,120 Stu McLaren: So how would that work? 200 00:20:59,600 --> 00:21:00,720 Guest: That was the best one. 201 00:21:00,800 --> 00:21:01,360 Stu McLaren: Okay. 202 00:21:01,520 --> 00:21:05,200 Guest: Because basically the. The intro. Intro video for the offer. 203 00:21:05,360 --> 00:21:05,920 Stu McLaren: Yeah. 204 00:21:06,480 --> 00:21:31,230 Guest: It allows us to put, you know, social proof. It allows us to make some animations that, you know, keep the people on it. And so. So it worked really well. And then I would go live and, you know, talk about the price. What can I do? You know, the objections and all that. Although in that video, we try as much as possible to kill the objects before. 205 00:21:31,550 --> 00:21:37,470 Stu McLaren: So I'm just trying to understand the video. When you're making the offer, there's part one and part two. Video is part one. 206 00:21:37,470 --> 00:21:37,870 Guest: Yeah. 207 00:21:38,030 --> 00:21:43,880 Stu McLaren: You're talking about the offer itself. Do you talk. Share the price in that? No. No. Okay, so you don't share the price, but you're sharing. 208 00:21:44,040 --> 00:21:45,560 Guest: I want to use the video more times. 209 00:21:45,720 --> 00:21:47,240 Stu McLaren: Okay, I see. 210 00:21:47,400 --> 00:21:49,320 Guest: Because I want to, I want to test some pricing also. 211 00:21:49,400 --> 00:21:59,080 Stu McLaren: Okay, got it. So you're using the video to essentially, you know, talk about the product, frame the product. It's all scripted, then it transitions to you live. 212 00:21:59,160 --> 00:21:59,560 Guest: Yes. 213 00:21:59,560 --> 00:22:01,320 Stu McLaren: And then that's when you're introducing the price. 214 00:22:01,320 --> 00:22:01,800 Guest: Yeah. 215 00:22:01,800 --> 00:22:02,240 Stu McLaren: Okay. 216 00:22:02,240 --> 00:22:09,800 Guest: Yeah. And so that, that worked really well. That worked really well. And then I did the same thing in webinars. I use also the video. 217 00:22:10,430 --> 00:22:10,870 Stu McLaren: Interesting. 218 00:22:10,870 --> 00:22:12,590 Guest: Yeah, it works really, really well. 219 00:22:13,230 --> 00:22:14,590 Stu McLaren: Why do you think it works so well? 220 00:22:15,230 --> 00:23:06,540 Guest: That's a good question. Well, first, I think there is a pre frame because I, I pre framed that part as, as a learning. Learning moment. No, because for us is easier because we are teaching marketing and sales and so it's very easy to say, okay, I'm going to do an offer. See how we do that? Yeah. So don't get away. So that is easy to pre frame. The second thing is, I think the social proof that we put in the middle and we try to build us like a documentary as much as possible. And so people get, you know, they get involved, they get engaged to that. Although there is a thing that we do which is we don't allow the chat to be public. The chat is only for the host and we have someone live there always to, to reply to people. 221 00:23:06,700 --> 00:23:07,780 Stu McLaren: I want to unpack that. 222 00:23:07,780 --> 00:23:08,220 Guest: Yeah. 223 00:23:08,860 --> 00:23:14,140 Stu McLaren: Before I do, though, I think the other big benefit of what you're doing is it prevents you from rambling. 224 00:23:14,220 --> 00:23:14,700 Guest: Yeah. 225 00:23:14,780 --> 00:23:16,340 Stu McLaren: I mean, I know for me, because 226 00:23:16,340 --> 00:23:20,980 Guest: you see, you see someone, you know, saying something, you go like, it's super 227 00:23:20,980 --> 00:23:26,300 Stu McLaren: easy to get like derailed or start rambling or whatever. And that's the worst time to do it when you're making an offer. 228 00:23:26,460 --> 00:23:26,900 Guest: Yeah. 229 00:23:26,900 --> 00:23:32,260 Stu McLaren: But this, it allows you to keep the offer tight and on point and you're hitting and hitting. 230 00:23:32,260 --> 00:23:39,780 Guest: But I did a shift also on that because before we had Zoom meeting and then we shift for Zoom Webinar. 231 00:23:39,940 --> 00:23:40,460 Stu McLaren: Okay. 232 00:23:40,460 --> 00:23:50,420 Guest: And Zoom meeting, you are, you know, you see people, you say the name of someone or. Yeah, you get distracted. You get a little bit distracted. Once I put in Zoom Webinar. 233 00:23:51,220 --> 00:23:51,860 Stu McLaren: No Problems. 234 00:23:51,860 --> 00:23:52,260 Guest: Yeah. 235 00:23:53,540 --> 00:24:04,160 Stu McLaren: So does it feel like I'm wondering about the experience for the user? How do you transition to the video? Come out of the video? Do you say that it's a video? 236 00:24:04,560 --> 00:24:05,040 Guest: Yeah. 237 00:24:05,040 --> 00:24:05,880 Stu McLaren: So, like, how do you. 238 00:24:05,880 --> 00:24:20,880 Guest: I said. And I tried to play, you know, like, okay, here's Ricardo. And video comes because we. We use. I don't want to go very technical, but we use vmix, which is a software for playing. So it's very easy to make those kind of transitions. 239 00:24:21,040 --> 00:24:21,920 Stu McLaren: I see. And. 240 00:24:21,920 --> 00:24:28,120 Guest: And by the end of the video, I'll say, okay, let's go again for Ricardo. So I made like, kind of the. 241 00:24:28,120 --> 00:24:36,780 Stu McLaren: She's talking about yourself in. Now let me introduce you to our next speaker. The most amazing, handsome, super talented. 242 00:24:37,020 --> 00:24:43,660 Guest: So I didn't have like that, you know, like, you know, news. The news. What do you call the. The person. 243 00:24:44,060 --> 00:24:44,900 Stu McLaren: Yeah, the broadcaster. 244 00:24:44,900 --> 00:24:47,580 Guest: Yeah, yeah. No, the person that the journalist is. 245 00:24:47,580 --> 00:24:48,060 Stu McLaren: Okay. 246 00:24:48,060 --> 00:24:59,670 Guest: It's like a people. Right. And I, I did that with that. And then I said, okay, let's go outside that there is the journalist. Blah, blah. I'm there in the middle. Yeah, that is cool. 247 00:24:59,670 --> 00:25:00,070 Stu McLaren: That's. 248 00:25:00,070 --> 00:25:04,230 Guest: So we play with that also a little bit humor. So it's quite easy. 249 00:25:04,230 --> 00:25:08,430 Stu McLaren: So now it's a webinar, like an evergreen webinar. 250 00:25:08,430 --> 00:25:09,270 Guest: It's still a launch. 251 00:25:09,350 --> 00:25:11,630 Stu McLaren: Okay, so still following the same piece of content. 252 00:25:11,630 --> 00:25:12,630 Guest: Yeah. Five days. 253 00:25:12,710 --> 00:25:13,230 Stu McLaren: Okay. 254 00:25:13,230 --> 00:25:31,180 Guest: Five days. Which I had. I have a couple of learnings first, because we. We. We migrate from live to. To the evergreen almost directly. But I have, you know, lives of three hours, which is not right now. It's a long time. It's a long time. 255 00:25:31,180 --> 00:25:31,620 Stu McLaren: Yeah. 256 00:25:32,580 --> 00:25:47,140 Guest: So that is one thing. Switching for 90 minutes to 100 minutes. Okay. The second thing is we had a six. Six live on Sunday. So we start on Monday. We go to Friday, and we had another live on Sunday night. 257 00:25:47,140 --> 00:25:47,740 Stu McLaren: Oh, wow. 258 00:25:47,740 --> 00:25:51,140 Guest: But Sunday night was to introduce our tool. AI Tool. 259 00:25:51,220 --> 00:25:51,620 Stu McLaren: Yeah. 260 00:25:51,620 --> 00:26:04,550 Guest: Which they get as a bonus. So it was a kind of like, you know, 50 minutes, 45 minutes, but, you know, less is more and being more focused. So now we are switching for three days instead of five. 261 00:26:04,550 --> 00:26:06,390 Stu McLaren: So you've condensed it from five down to three. 262 00:26:06,390 --> 00:26:06,950 Guest: Yeah. 263 00:26:07,110 --> 00:26:10,510 Stu McLaren: I would imagine that's easier for you to help to maintain momentum. 264 00:26:10,510 --> 00:26:16,950 Guest: Totally. Yeah. Because we were doing weekly, but then we find out that the. The Portuguese market is not big. 265 00:26:17,110 --> 00:26:17,710 Stu McLaren: Yeah. 266 00:26:17,710 --> 00:26:27,990 Guest: So they were getting always the same ads, although we were trying, you know, to do exclusions in the Facebook ads. But, you know, it's not perfect. Yeah. 267 00:26:28,390 --> 00:26:34,390 Stu McLaren: Okay. So now you've moved to this evergreen model. How's that? What kind of an impact has that had for you and your business? 268 00:26:35,190 --> 00:27:03,470 Guest: So first, more time, more time to do other stuff. We don't have to worry about that, although we have to look to the, to the ads and you know, to the traffic. But it's easier and we can see immediately how many people are seeing because we have a software also for that, what they are seeing. What am I saying? So it becomes easier to, to, to analyze and see what we have to change. 269 00:27:04,110 --> 00:27:12,590 Stu McLaren: And I imagine too like it makes the whole process easier because there's a lot less pressure. 270 00:27:12,670 --> 00:27:13,310 Guest: Oh yeah. 271 00:27:13,390 --> 00:27:49,200 Stu McLaren: And, and also a lot less pressure, but also a lot more opportunities to iterate, change and tweak. I know even for myself, like I love launches, love launches. But my one frustration is like the learnings from one launch you can't really use for another year if you're doing one a year, which is what we were doing. And a lot of things can happen and change in that time. So even the things that you learn here may be completely irrelevant a year from now. And so it was frustrating from that standpoint because you couldn't, you couldn't innovate or it was hard to innovate and be able to know, you know, if those changes are making a difference. 272 00:27:49,200 --> 00:27:56,840 Guest: But at the same time is the show up rates were getting lower. Right. Although we were trying everything like WhatsApp, SMS. 273 00:27:56,840 --> 00:27:58,320 Stu McLaren: You mean live launches or. 274 00:27:59,120 --> 00:28:15,370 Guest: Yeah, even for. That's the funny part because once we get, you know, this kind of evergreen. The show up rate went up. What? Yeah, I don't know why. I have some my theories, but I don't know exactly why. So because we, we start to do AI calls. 275 00:28:15,690 --> 00:28:16,330 Stu McLaren: Oh, interesting. 276 00:28:16,330 --> 00:28:17,130 Guest: That's a big difference. 277 00:28:17,130 --> 00:28:18,770 Stu McLaren: Okay, what is that? Talk to us. 278 00:28:18,770 --> 00:28:27,050 Guest: So basically we use a tool that we developed to call people the, the morning of day one. 279 00:28:27,050 --> 00:28:27,610 Stu McLaren: Okay. 280 00:28:27,690 --> 00:28:30,490 Guest: To remain to remind them that it's gonna happen. 281 00:28:30,730 --> 00:28:34,730 Stu McLaren: So you're saying in addition to like sms reminders and WhatsApp. And WhatsApp. 282 00:28:34,730 --> 00:28:35,290 Guest: An email. 283 00:28:35,450 --> 00:28:43,810 Stu McLaren: And email, you're sending them a voice broadcast. Now what does the AI bit have to do with it? It's an AI tool. 284 00:28:43,890 --> 00:28:59,970 Guest: Yeah, it's a AI tool and basically it's a phone call. They receive the phone call and it's someone say, hey it's. This is Pedro, virtual assistant from Kiai. And I just want to tell you that, that we are super happy for you. Are you, are you good? 285 00:28:59,970 --> 00:29:00,450 Stu McLaren: Yeah. 286 00:29:00,610 --> 00:29:06,770 Guest: Person replied yes. Okay, so you know 8:30, we're gonna start. Blah, blah. That's it. 287 00:29:07,420 --> 00:29:08,660 Stu McLaren: Wow, interesting. 288 00:29:08,660 --> 00:29:12,220 Guest: But the funny part is the AI does like in 20 minutes. 289 00:29:12,380 --> 00:29:15,100 Stu McLaren: Wow. And how. What's the tool called? 290 00:29:15,580 --> 00:29:21,020 Guest: Vapi v a p I AI it's a developer tool for voice. 291 00:29:21,180 --> 00:29:28,100 Stu McLaren: Vapi. Wow, that's interesting. So that's helped increase your show up rates. 292 00:29:28,100 --> 00:29:28,540 Guest: Yeah. 293 00:29:29,260 --> 00:29:33,420 Stu McLaren: What else are you doing to increase your conversions during these launches that you've. What. 294 00:29:33,500 --> 00:30:08,140 Guest: So the conversion is something interesting because the live. The people that are live. We usually get a very good conversion. Like 10%, 12 sometimes. And I think it is related also with the. Also our retention rate is really good because we usually. And this was something that I test with a student and then I was like, huh, we should do this. Which basically is we give like 12 steps and then we. I think we reduced to eight. We give eight steps every day. There is like two steps or three. Depends on the content. 295 00:30:08,380 --> 00:30:10,300 Stu McLaren: So of things to do during a launch. 296 00:30:10,300 --> 00:30:14,900 Guest: Not things to do like the, like the eight pillars of whatever, you know. 297 00:30:14,900 --> 00:30:15,340 Stu McLaren: I see. 298 00:30:15,420 --> 00:30:24,500 Guest: And so they have to. And we all say 1 of 81 of 8. So it's like the movie that we want to. It's bad, but we want to see until the end. 299 00:30:24,500 --> 00:30:25,460 Stu McLaren: It's an open loop. 300 00:30:25,460 --> 00:30:36,300 Guest: Exactly. Always, always open loop. So. And at the same time we give a workbook with a password. The password is eight digits and we give two digits like every 30 minutes. 301 00:30:36,460 --> 00:30:37,020 Stu McLaren: I see. 302 00:30:37,260 --> 00:31:07,020 Guest: So they have to keep up with that and they're going to ask, oh, what's the password? What's the password? So yeah, there are a couple of things that we do for retention. But then the conversion, I think it's. In my opinion it's a sum up of everything that we are doing from the beginning, from the start. And, and especially they have to feel like it's for them, it's really real for them. Although in the end in a very good launch, we sold like I don't know, 3% of the. Of the list. 303 00:31:07,420 --> 00:31:07,900 Stu McLaren: Wow. 304 00:31:08,220 --> 00:31:26,200 Guest: But 3% or 2% or 1.5, which is more or less the conversions, it's still very low because we have. If. Imagine that we have 100 people and only two people bought. So what happens to the 98? That's what I'm starting to. To focus these last two years. 305 00:31:26,360 --> 00:31:29,640 Stu McLaren: What do you. What are you doing to serve that 98? 306 00:31:29,800 --> 00:31:34,440 Guest: So we have a webinars but at the same time we have a sales team calling. 307 00:31:34,520 --> 00:31:36,080 Stu McLaren: Oh wow. So they're following up with the people 308 00:31:36,080 --> 00:32:17,010 Guest: that didn't buy yeah, everyone. Everyone following everyone. So the launch becomes also a source for the sales team. So the setters can do appointments and then we can convert. Because what we found sometimes, and that's interesting, we just. On Friday, I closed someone that went to this challenge by the end of the challenge was like, ah, maybe it's not for me. And he bought 12K, a product of 12K. And the product we offered during the launch is A. Almost $2,000. So he didn't want that, but he wanted something. But because of the sales team follow up, then he bought something 12K. 309 00:32:17,640 --> 00:32:20,800 Stu McLaren: That's a great testament to the importance of that follow up. 310 00:32:20,800 --> 00:32:22,520 Guest: Yeah, yeah, it's really, really important. 311 00:32:22,920 --> 00:32:23,400 Stu McLaren: Wow. 312 00:32:23,800 --> 00:32:41,880 Guest: Of course we do something that I have not seen a lot of people doing, which is a lot of segmentation. So when people opt in, we segment them. We know what they are selling, what's their range of terms of revenue and what is their biggest challenge. So the person that is calling is using that. That information. 313 00:32:42,440 --> 00:32:43,080 Stu McLaren: Got it? 314 00:32:43,080 --> 00:32:44,200 Guest: Yeah. Hmm. 315 00:32:47,800 --> 00:33:01,080 Stu McLaren: You mentioned using a sales team. What advice would you give people when it comes to developing that sales team, Getting comfortable with that sales team if it's not something that they've ever done before? 316 00:33:01,320 --> 00:33:28,290 Guest: That's interesting question because I have a sales team before getting into digital and when I got into digital world, I'm like, I can do webinars, I can do launches, I don't need the sales team. Get out. So I reduce the sales team, like one, one person. That's it. But then I realized over the years it was a big mistake. It was a big mistake because people that were online, they were not used to have a sales team. So they didn't know that reality. 317 00:33:28,450 --> 00:33:28,850 Stu McLaren: Right. 318 00:33:29,090 --> 00:33:32,930 Guest: And I was like, oh, I could have saved and earned so much money. 319 00:33:33,010 --> 00:33:34,450 Stu McLaren: Because you found it to be effective. 320 00:33:34,450 --> 00:33:45,490 Guest: Yeah, it was always effective, always interesting. Of course it's costly. We have to find the right people. And that is the main. The main thing for people is like finding the right people. 321 00:33:45,810 --> 00:33:46,330 Stu McLaren: Yeah. 322 00:33:46,330 --> 00:34:56,830 Guest: And there is a process for that also. And basically it's a funnel. It's a funnel. Like. And you should have like two, at least two types of people in the sales team. I would say three. The setter, which is a person that has to be very empathic, likes to talk and you know, our goal or his goal is to get into an appointment. That's it. And qualifying. That's it. The closer closes and then the farmer. Just keep them happy. And. And also the ascension. So basically those three profiles are really important. The way we do it for the setter, we, you know, we send an email to our list. We get a bunch of people that want to be a setter and work with us. We do a webinar for them. We present the offer. If they say, yeah, I wanna. We do breakout rooms. Yeah, we put like four or five people off our teams. They're gonna read the script and they gonna, you know, say the script. We select the best ones and then they will have two hours doing the, the script and the calling and we select the best ones. So it's basically. It's a funnel. 323 00:34:57,090 --> 00:35:05,730 Stu McLaren: Interesting, interesting. So for somebody who is like wanting to take it to the next level, you're. Where would they begin when it comes to the sales team? 324 00:35:05,890 --> 00:35:09,970 Guest: To the sales team, yeah. And do they have that or they are completely zero. 325 00:35:09,970 --> 00:35:11,130 Stu McLaren: Completely new to sales team. 326 00:35:11,130 --> 00:35:49,890 Guest: Yeah. So what I would do first is the, the person going through the, the process of selling 101. Because if someone that is. Was like, like me was doing webinars and launches, suddenly we have to. Okay, if we have to have a sales team, we have two ways, right? We can hire a company to build the sales team or can do by ourselves or some irate. But I think it's important for the person to go through the sales process and think, okay, what are the words that I'm going to say? What are the things that the objects and what do I react? Because it's a different game. The one on one. It's a different game. 327 00:35:49,890 --> 00:36:20,010 Stu McLaren: It was interesting. I had a friend of mine who started building a sales team and she's been involved in the sales conversations and she's like, I hate it. She's like, I absolutely hate it. She's like, but I know how necessary this is because I'm learning, you know, what to say, what not to say, what matters, what doesn't matter, the objections that come up. She said, there's so many learnings that have come through that process that we will influence, you know, the future. She's like, but once I got it down, she's like, I'm out of there. 328 00:36:20,730 --> 00:36:35,530 Guest: But let me tell. I hate it also. In the beginning. Yeah. But I start to ask myself, how can I make it more fun? And so the way I do it is like thinking about human behavior. So what I'm doing right now is studying human behavior. 329 00:36:35,690 --> 00:36:38,170 Stu McLaren: So you look at it more like this is an opportunity to study and learn. 330 00:36:38,170 --> 00:36:38,650 Guest: Exactly. 331 00:36:38,650 --> 00:36:39,370 Stu McLaren: Yeah. Yeah. 332 00:36:39,370 --> 00:36:48,060 Guest: It's like, okay, if I see this, how the person react, does the eye goes like this, you know, because we See those kind of things, you know. 333 00:36:48,060 --> 00:36:48,500 Stu McLaren: Yeah. 334 00:36:48,980 --> 00:36:57,940 Guest: And, and right now we are start doing bets inside the company like okay, is this going to close or not? It's going to go. And we are becoming very, very accurate. 335 00:36:58,100 --> 00:36:58,500 Stu McLaren: Yeah. 336 00:36:58,500 --> 00:37:17,920 Guest: You know, with the people that are going to buy. So and the other thing is we start to find offers that can fit right into the, those avatars. Like for us for example, when we do the selling process 101 basically is to sell our mentorship which is between 7k and 10k. 337 00:37:17,920 --> 00:37:18,480 Stu McLaren: Yep. 338 00:37:19,440 --> 00:37:37,850 Guest: But we found out that to sell this to a cold traffic, even if it went through one of our launches. But it's hard, it's hard to sell. And you cannot forget in Portugal the minimum salary right now is around a thousand euros a month. A month. 339 00:37:38,010 --> 00:37:38,490 Stu McLaren: Wow. 340 00:37:38,570 --> 00:37:42,250 Guest: So to sell something of 10k is 10 times. Yeah. Of the salary. 341 00:37:42,250 --> 00:37:43,370 Stu McLaren: It's almost a year's salary. 342 00:37:43,370 --> 00:38:08,340 Guest: Yeah, exactly. So it's something that they have to, to think through. But I'm lost, I'm lost. What was going to say? Okay, so. Objection. Anyway, it will come. Whatever. It will come. 343 00:38:08,340 --> 00:38:11,940 Stu McLaren: Well, we were, we were talking about the sales process and we were talking about how. 344 00:38:14,580 --> 00:38:14,980 Guest: Yeah. 345 00:38:14,980 --> 00:38:19,140 Stu McLaren: Like that you didn't enjoy doing the sales calls initially. 346 00:38:19,300 --> 00:38:52,360 Guest: Exactly. So basically when I'm, when I'm doing that I'm looking to the behavior. Oh by the way, the offers. That's what I was going to say. So we found out that the 7 or the 7 to 10k it's still a good price for both because it's one year. We have a lot of things that we give but they had a pain that they have to solve like immediately before they get into a one year program. Something like, okay, how can I, how can you solve me this like in the next 30 to 90 days? 347 00:38:52,600 --> 00:38:53,000 Stu McLaren: Right. 348 00:38:53,880 --> 00:39:07,610 Guest: So we start to, to see that there was some, some gaps there, that if we offer something that can solve real pain that they are very conscious then getting to the membership, it's like no brainer. 349 00:39:08,970 --> 00:39:10,690 Stu McLaren: So get them a quick win. 350 00:39:10,690 --> 00:39:30,640 Guest: Yes. And the quick win has to be a really good win. So we found out like for example, lead gen is something. Sales process is another thing. And of course for those 90 days to, to be very effective we have to do something done for you. So we put some done for you 351 00:39:31,440 --> 00:39:32,880 Stu McLaren: to help speed up the process. 352 00:39:33,040 --> 00:39:50,400 Guest: Yeah, totally, totally. But we have a company in our ecosystem which is a digital agency and you know, we put that also. And at the same time by the end they're going to start working with the digital agency. So there is like some benefits. Yeah, yeah. 353 00:39:52,890 --> 00:40:08,890 Stu McLaren: As we look to wind down here, I want to get your perspective on where you see marketing going. A lot's changing. So you talked about a transition that you've made from, you know, a certain style of marketing to another style. How is marketing evolving in your mind? 354 00:40:09,930 --> 00:40:22,080 Guest: That's a great question. So one of the things that I'm seeing more and more is like marketing and sales are really, really very tight, 355 00:40:22,160 --> 00:40:23,160 Stu McLaren: Getting tighter and tighter. 356 00:40:23,160 --> 00:41:12,350 Guest: Yeah. The gap is because before it was like, oh, I'm. I'm the person that gets the attention and someone's convert. Right. But then with, especially with the digital or people doing like webinars and launches, the. The sales guy almost like disappear. Right. But now they came and now they are like two teams. So sometimes they are four fighting. Right. Oh, you are not good giving a good leads or. No, you are not closing. Well, so there's this gap, but. But it's reducing more and more and more. So I think marketing and sales are, are becoming, are, you know, merging. Merging a lot. But on the other hand, seeing AI going so deep, I think, I think we're gonna. Going to have marting Very, very, very customized. 357 00:41:13,030 --> 00:41:19,510 Stu McLaren: Well, I was gonna say, do you think we'll. We'll be in existence, you know, the way we will. 358 00:41:19,670 --> 00:41:27,670 Guest: We were talking before the, the conversation. This conversation, and I. I have no idea. I have really no idea. 359 00:41:27,830 --> 00:41:32,350 Stu McLaren: So from a marketing perspective though, you're saying you see it just being like hyper personalized. 360 00:41:32,350 --> 00:41:32,750 Guest: Yeah. 361 00:41:32,750 --> 00:41:33,990 Stu McLaren: What does that look like in your mind? 362 00:41:33,990 --> 00:41:39,670 Guest: Customize. And of course, for that, and the experience has to be really, really good. 363 00:41:39,770 --> 00:41:40,970 Stu McLaren: So what does that look like for you? 364 00:41:43,130 --> 00:41:56,810 Guest: So right now. Okay, let me return like five years ago or maybe six. Six years ago in Brazil. Okay. So every time you go to, to a store, you get into the store and usually what happens? 365 00:41:57,370 --> 00:41:59,450 Stu McLaren: Somebody asks, you know, do I need help? 366 00:41:59,450 --> 00:42:01,730 Guest: Exactly. What's usually the answer? 367 00:42:01,730 --> 00:42:02,250 Stu McLaren: I'm good. 368 00:42:02,410 --> 00:42:08,280 Guest: I'm good. No, thank you very much. So that's like 99% of the times. Yeah. So why do you ask that? 369 00:42:08,280 --> 00:42:08,600 Stu McLaren: Right. 370 00:42:08,600 --> 00:42:13,000 Guest: Why the person inside the store asks the same question, gets the same answer. Doesn't make sense. 371 00:42:13,000 --> 00:42:13,480 Stu McLaren: It's habit. 372 00:42:13,480 --> 00:42:36,570 Guest: Yeah, yeah, it's habit. Nobody looks to that. So more or less like 6 years ago. I mean, I don't know the name of the, of the store. So I guess into the store and someone is walking to me and I'm like, okay, here you go. And he asked, do you want juice or coffee? Oh, I'm like, oh, that's a breaking pattern. 373 00:42:36,730 --> 00:42:37,290 Stu McLaren: Yeah. 374 00:42:37,450 --> 00:43:11,460 Guest: So, like. Oh, I don't know. I'm just, you know, I'm just looking. No, it's okay. I'm just asking if you want to, you know, juice or coffee. Now you can, you know, watch with the juice and coffee that. And he was playing with that. I'm like, okay, orange juice if you have. Okay. So he gives the orange juice and he goes and he starts to talk. You know, it's Brazil. So you're coming here and you. You are from Portugal, blah, blah, blah. Yeah, yeah. You know, so fast forward. I got out of the store with €300. Spend it, you know. 375 00:43:11,460 --> 00:43:11,940 Stu McLaren: Yeah. 376 00:43:11,940 --> 00:43:13,660 Guest: Four or five. Four or five shirts. 377 00:43:13,740 --> 00:43:15,180 Stu McLaren: Expensive orange juice, buddy. 378 00:43:16,540 --> 00:43:20,940 Guest: So what I mean by this is the experience was totally different. 379 00:43:21,180 --> 00:43:21,900 Stu McLaren: Interesting. 380 00:43:22,380 --> 00:43:29,500 Guest: So. And we have a common friend that talks a lot about that. So not only the experience of delivering. 381 00:43:29,880 --> 00:43:31,040 Stu McLaren: Shout out to Jason, by the way. 382 00:43:31,040 --> 00:43:45,400 Guest: Exactly. Jason Friedman. Not only the. The experience when we are delivering after they buy, but the experience of buying, you know, all of that. I think we have to be more. More mindful. 383 00:43:45,800 --> 00:43:54,560 Stu McLaren: You know, one of the things that we're seeing in our business too, on that is that used to be sales and fulfillment were two different things. 384 00:43:54,560 --> 00:43:55,000 Guest: Yeah. 385 00:43:55,410 --> 00:44:32,700 Stu McLaren: And once the salesperson has made the sale, they hand it off to the, you know, success, customer success. And they're like two separate people. What. One of the changes we've made in our company is that the person that is closing the sale is also the person that, you know, handles fulfillment. And so that transition is way more seamless. So now, like, the customer has one point of contact, they feel comfortable, there's a relationship there. And it's been really interesting to see the evolution of that and you know what that means. And I'll tell you straight up, that never used to be possible because 386 00:44:34,460 --> 00:44:34,740 Guest: of 387 00:44:34,740 --> 00:45:25,120 Stu McLaren: the time commitment and time demand. But one of the things that we've been doing is just using AI in so many different areas of the business that it frees up time. And then the question becomes, okay, when the time is freed up, what do you do with it? And so for us, it's just like pour into the relationships, you know, and if. If somebody who's closing the sale, if they got time on their hands, continue to pour into the relationship, you know, because now sales and retention are tied together. Like they're two. Two of the same things when they're disconnected. What we found was that, like, there was no. The relationship is developed initially with sales, and then it's like handoff and now that the customer never talks to the salesperson ever again, they got to start and form a new relationship with retention. And it's like you're hitting the reset, but now it's just like that relationship carries through. 388 00:45:25,120 --> 00:45:39,770 Guest: And the other thing that's interesting, but the other thing that we, we've been seeing is we used to sell a lot community. Right. And people love the community when they feel, you know, feel good. But there are some people that don't like community. 389 00:45:39,930 --> 00:45:41,050 Stu McLaren: Yeah, the introverts. 390 00:45:41,130 --> 00:45:46,250 Guest: Exactly. Or, or they want to do the stuff. They want to get the results and they don't want to. 391 00:45:46,330 --> 00:45:46,810 Stu McLaren: Yeah. 392 00:45:47,290 --> 00:45:52,010 Guest: And we, we have a lot of those people especially like higher level. 393 00:45:52,090 --> 00:45:53,690 Stu McLaren: So how does that impact things for you? 394 00:45:54,410 --> 00:46:07,340 Guest: Well, our mentorship is, is done in a different way because we have a, we have a core of the mentorship which is one on one. So sessions one on one, then we have small groups of one to five people. 395 00:46:07,340 --> 00:46:07,820 Stu McLaren: Yeah. 396 00:46:07,820 --> 00:46:11,140 Guest: And then we have the big groups, which is usually the in person events. 397 00:46:11,140 --> 00:46:11,620 Stu McLaren: Okay. 398 00:46:11,620 --> 00:46:23,980 Guest: So it's splitted where they feel well, they, they will be there. So there is no much big impact. So if he says, no, I don't want to go. All right. No, perfect. You have the one on one. 399 00:46:23,980 --> 00:46:24,460 Stu McLaren: Yeah. 400 00:46:24,460 --> 00:46:27,540 Guest: I want diversity. All right, perfect. Go to the in person events. 401 00:46:27,540 --> 00:46:32,580 Stu McLaren: I see what you're saying. So the, the benefit of the different components is no matter what, what they prefer. 402 00:46:32,740 --> 00:46:33,140 Guest: Yeah. 403 00:46:33,140 --> 00:46:34,260 Stu McLaren: There's an avenue for them to be 404 00:46:34,260 --> 00:46:38,420 Guest: able to get it. Yeah. And by the way, that increased our retention to 70%. 405 00:46:38,660 --> 00:46:39,140 Stu McLaren: Wow. 406 00:46:39,140 --> 00:46:39,620 Guest: Yeah. 407 00:46:39,940 --> 00:46:44,540 Stu McLaren: What did. Offering the different deliverables. 408 00:46:44,540 --> 00:46:44,900 Guest: Yeah. 409 00:46:44,980 --> 00:46:45,580 Stu McLaren: Interesting. 410 00:46:45,580 --> 00:47:01,840 Guest: Because most of the, the mentorship or coaching programs is like group, all group or small groups or pods. And we, we start to see, okay, there is some, some mentorship which is individual small groups and big groups which are the best. All of them. 411 00:47:02,320 --> 00:47:02,880 Stu McLaren: Interesting. 412 00:47:02,880 --> 00:47:07,120 Guest: They, all of them, they're pros and cons. So. Yeah. So we just blended. 413 00:47:07,600 --> 00:47:41,050 Stu McLaren: Interesting. I want to thank you for coming. I want to thank you for all the incredible work that you have done in Portugal. I had the privilege of coming to you and your event in Portugal and just being able to interact with the amazing people there and seeing the impact that you have had. It's incredible. And I love that ripple effect. What was that? It's all good. Okay. I just love that ripple effect that you've had. 414 00:47:48,730 --> 00:47:49,370 Guest: You good. 415 00:47:50,510 --> 00:48:05,150 Stu McLaren: Okay. I just love the ripple effect that you've had. So kudos to you for leading. Kudos to you for trailblazing. As we look to wind down, what Final advice would you give for people as it comes to marketing their business? 416 00:48:05,549 --> 00:48:06,470 Guest: Funnel advice. 417 00:48:06,470 --> 00:48:07,190 Stu McLaren: Funnel advice. 418 00:48:07,190 --> 00:49:10,280 Guest: Ah, that's interesting because I was going to say don't think only about funnels, think about the ecosystem. It's like I didn't, I didn't mention, but we have the software business and we are launching a thing called MyMetrics AI and it's a part of the ecosystem. So my advice is try to look like 50,000 foot first to see where you are. Because if you want to just go tactical, which sometimes is really important, but try to see where it fits. Where it fits. What is the why? Why are you doing that? What's the goal? But if you want to go tactical, I would say keep it simple because sometimes we overcomplicate it. Keep it simple and try to see where the avatar is in terms of context, which one he prefers. Email, WhatsApp, SMS, smoke signs, whatever. But it's really important to keep it 419 00:49:10,280 --> 00:49:37,730 Stu McLaren: simple, you know, and it's interesting that a common thing that I've heard from you in this is that, yes, the future is changing. Yes, we got to adapt. But realize, like, there's an opportunity to personalize the offers, there's opportunity to personalize the marketing, there's an opportunity to personalize the experience. And the more personalized it becomes, the higher the conversions, the better retention. So, yeah, it's a big takeaway for me in our conversation. I appreciate you for that. Where can people go to connect with you? 420 00:49:38,050 --> 00:50:18,970 Guest: So, or Samurai RT in Instagram or YouTube or LinkedIn or Facebook, whatever, it's the same. And of course, I wanna, I wanna thank you also because over the years I've learned so much about, you know, memberships and recovering and all that. But special a couple years ago, when you talk about, you know, earning in a way that you can use, you can give like 90 and leave out of the 10%. Yeah, that was, you know, that was a mindset shift. And at the same time, going to Kenya and having that experience. Yeah, it opened my mind again to like, okay, let's, let's go big. Let's go rich. 421 00:50:19,210 --> 00:50:21,090 Stu McLaren: Yeah, yeah, it's good to make money. 422 00:50:21,090 --> 00:50:24,170 Guest: Yeah, it's good to make money. It's not like a bad thing. No, let's go rich. 423 00:50:24,170 --> 00:50:25,930 Stu McLaren: More money we make, the more good we can do. 424 00:50:25,930 --> 00:50:26,890 Guest: It's like amazing. 425 00:50:26,890 --> 00:50:37,030 Stu McLaren: So, yeah, I appreciate that, man. Thank you. Well, it's been awesome. And we'll hook up all your info below in the description so people can go and connect. But I appreciate you, man. 426 00:50:37,030 --> 00:50:39,110 Guest: Thank you. Man, Cheers, dude. 427 00:50:39,110 --> 00:50:39,870 Stu McLaren: That was awesome. 428 00:50:39,950 --> 00:50:40,910 Guest: Cool. Yeah. 429 00:50:40,910 --> 00:50:56,110 Stu McLaren: Thank you so much. I know Marla was pinging me. She's like, dad, you haven't answered me. I'm like, I. I'm working. Yeah. 430 00:50:58,800 --> 00:51:02,240 Guest: Sounds so loud, eh? Like, I don't know what's up? I didn't say anything. 431 00:51:02,320 --> 00:51:02,880 Stu McLaren: Oh, really? 432 00:51:04,880 --> 00:51:10,960 Guest: It's funny. The kids, they. They don't have a sense of what we are doing. 433 00:51:11,200 --> 00:51:36,650 Stu McLaren: No, no, they don't. And they. Even. Our kids are so much older than yours, they still don't. Like, you know, as an example, Marla is like, why do you have to go? Like, can't you just stay home? And I'm like, buddy. I'm like, this is. This is what I. You know, part of what I do. You know, I gotta. I'm going to meet people. I'm doing the interviews. And. Yeah. I just think that, you know, there. It's still. 434 00:51:37,050 --> 00:51:50,090 Guest: Because, like, sometimes I'm doing an offer. Yeah. Like, the sales, doing an offer. They show up. I'm like, okay. Do you have kids? Yeah. Yeah. Okay, cool. So I try to transition to something that they, you know, get rapport. 435 00:51:50,330 --> 00:52:05,960 Stu McLaren: Yeah. I think the kid. I think you're doing the right thing there. Like, whenever the kids have interrupted, I've never pretended that they're not there. I just, like, weave it right in. And it's just part of life and it makes you more human and all the things. But. 436 00:52:06,520 --> 00:52:07,800 Guest: And it covers also 437 00:52:11,640 --> 00:52:15,960 Stu McLaren: one of my favorite videos of Kyle's little son Levi. 438 00:52:15,960 --> 00:52:16,280 Guest: He, 439 00:52:18,990 --> 00:52:49,170 Stu McLaren: Kyle's fiance, had been away for quite a while, and she came home for Christmas. And so Kyle, you know, is interacting with his son Levi. And then he's like, oh, there was a knock on the door. He's like, oh, who's that? And Levi's like, I don't know. And he says, who is it? He's like, I don't know. He goes to the door and in comes his fiance and he's like, yes, yes. It was like, so priceless. He showed me the video. I'm like, dude, you gotta post that, man. Amazing. 440 00:52:49,170 --> 00:52:54,650 Guest: And then, yeah, I did post it. It got like 40, 000 views or something. Yeah. Yeah, it was really cute. 441 00:52:54,650 --> 00:52:55,930 Stu McLaren: Yeah, it was awesome. 442 00:52:56,250 --> 00:53:03,170 Guest: Did you. Did you listen to someone? I think it was Mr. Beast. Mr. Beast is like, he's the real deal. 443 00:53:03,170 --> 00:53:05,690 Stu McLaren: Oh, yeah. But he's also insane, man. Like, I. 444 00:53:05,690 --> 00:53:15,050 Guest: He's insane, of course, to do what he does, insane. But it was something that was interesting. So they did a soccer game in London. 445 00:53:15,050 --> 00:53:15,870 Stu McLaren: Oh, I think I know where?