Young and Profiting with Hala Taha - YAPClassic: Paul Getter, Marketing Secrets to Grow Your Brand and Business

Episode Date: June 2, 2023

When Paul Getter was unemployed and looking for a sustainable income stream, he stumbled upon the then-hidden power of Facebook as a marketing tool. Despite having no formal education in marketing, he dedicated himself to becoming a master at internet marketing. Paul has now spent over one billion dollars running ads and campaigns for his clients and regularly works with A-list clients like Grant Cardone and Bob Proctor. In this episode of YAPClassic, you’ll learn some of Paul’s top personal branding tips, how to qualify your leads, and the secret sauce to a successful paid advertising campaign.  Paul is the CEO of The Internet Marketing Nerds. He’s in the top 1% of ad spenders on Facebook and has over 1 million followers on Instagram. He has helped build, optimize, manage, and run traffic to some of the best-performing funnels in the online marketing world and helped scale multiple businesses to 8 figures per year.  In this episode, Hala and Paul will discuss:  - How making a church Facebook page changed Paul’s life - Why platforms lose organic reach over time  - Why you should prioritize relationships over revenue - How to foster meaningful relationships on social media - The three L’s of personal branding - The golden rule of paid ads - The double-edged sword of data tracking - Using forms to qualify your leads  - Why you should start a side hustle (and how to do it!) - And other topics… Paul Getter is a consultant, social media expert, speaker, and serial entrepreneur. Paul started learning about the power of Internet marketing, and within just a few short years, became one of the most sought-after marketing experts in the world, spending MILLIONS per month online for his clients. He has helped build, optimize, manage, and run traffic to some of the best-performing funnels in the online marketing world. He currently serves as CEO of The Internet Marketing Nerds and manages several million dollars per month in advertising for clients. Some of Paul's clients have included celebrities and online personalities such as Tai Lopez, Grant Cardone, Les Brown, Lewis Howes, Tim Storey, Kevin Harrington, Neil Patel, and Bob Proctor. LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course. Resources Mentioned: Paul’s Website: https://www.paulgetter.com/home-1  Paul’s YouTube: https://www.youtube.com/c/PaulGetter  Paul’s LinkedIn: https://www.linkedin.com/in/paul-getter/  Paul’s Instagram: https://www.instagram.com/paul/  Paul’s Facebook: https://www.facebook.com/PaulGetterInternetMarketingNerd/  Sponsored By:  Shopify - Sign up for a $1 per month trial period at youngandprofiting.co/shopify More About Young and Profiting Download Transcripts - youngandprofiting.com/episodes-new/ Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review - ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala Learn more about YAP Media Agency Services - yapmedia.io/ Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode of YAP is sponsored in part by Shopify. Shopify simplifies selling online and in-person so you can focus on successfully growing your business. Sign up for a $1 per month trial period at Shopify.com-profiting. Hello, young and profitors. Today we are playing a YAP Classic, my interview with Internet Marketing Mogul Paul Getter. Paul is a serial entrepreneur and CEO of the Internet Marketing Nerds. He has spent over a billion dollars in ad campaigns for his clients and has helped scale numerous businesses to eight figures a year.

He's worked with a list clients like Ty Lopez, Grant Cardone, Lewis House, and Tim Story. In this episode, Paul reveals his top tips for building a strong personal brand online and his golden rule for paid advertising campaigns. We also talk about how to foster meaningful relationships on social media, how to use forms to qualify our elites, and why you should prioritize relationships over revenue. This interview is packed with evergreen gems on all things internet marketing,

so I think you guys are gonna love it. All right, let's get into it, enjoy my conversation with Paul Getter. Hey, Paul, welcome to Young and Profiting Podcast. Thank you very much, Holly. How did I get on Young and Profiting? I'm like, I'm too old to be on Young and Profiting, but thank you very much for having me here. Oh, we actually have listeners of all ages, and I tend to interview people who are older

than me and older than our listeners because you guys have the wisdom to share. And so there's no age limit on young and profiting podcasts. Don't worry about it. Good, good, because I've been on old and profiting podcasts before, but this is the first time on young and profiting podcasts. So thank you for the invitation. Of course, of course, let's talk about everything marketing. So you are like a paid advertising guru, right?

We're both in the marketing world, so we have plenty to talk about. I think we're going to jive really well together. And so you've worked with super high profile guests like Grant Cardone, Tai Lopez, Gary V. I mean, it's incredible, you know, who you've had on your list of clients. And so we're going to get into that, had a network and had to reach those high profile people. But first, I want to talk about your come-up story. You actually went to school and you had a degree in theology. So tell us about that and how you went from theology to marketing without any formal training. Okay, yeah. So again, thank you very much for having me here. How it's amazing to

connect with you and your audience. So yeah, I got a degree in theology. And for those that don't know what theology is, a study of God, I went to Bible college and often called seminary. And one of the things that I quickly learned after graduating with a degree in theology, that it wasn't a very marketable degree. You feel on an application and say, you got a degree in theology, people are like, okay, I don't know if you're gonna work for us, and things like that. I remember feeling on an application one time,

someone said, theology, isn't that the study of rocks? I'm like, no, that's geology. So yeah, I brought up my father was a minister, and really if someone gets a degree in theology they're not necessarily going to school to figure out how to make money. It's more of a personal development type of path, but quickly after graduating with a degree in theology I realized that it's not very marketable and then I kind of found myself. I was always involved in tech or nerdy type stuff and so I found myself, I was always involved in tech or nerdy type stuff.

And so I just kind of begin to explore at this time, it was more of kind of like building websites and search engine optimization and things like that. Yeah, and so you for, I think Facebook is like your main platformer or at least used to be, we're getting to maybe what you're using today But you first got onto it because you created a Facebook page for your church Tell us how you did that and how that opened your eyes to the possibilities of what Facebook could do

Yeah, so you you do amazing research I you know how how do you know these details about you know what we? We don't screw around here at Young and ProfitingPod. Yeah. Yeah, I mean, you found the great details. So yeah, when I, one of my friends was going off to college and they said, hey, you need to get on Facebook. And I remember at this time, Facebook was kind of like games. They had Farmville and silly things like that.

I was like, I don't need to get on that. That's just the waste of time. And eventually I caved in and got on Facebook started a Facebook. And what year was this? It's like 1870. Now I'm just, no, I think it's probably around 2008 or so, 2008, 2009, somewhere around there.

And so it was Facebook was in its very beginning infancy stages. And again, the trend then was these micro games inside of the platform. And you could play games endlessly. And it was less socializing more about playing games. But eventually I caved in, got on Facebook, and started playing around and building Facebook pages and I

noticed that a few businesses would have Facebook pages. And so I was like, you know, I really didn't have a business at this time, but I thought, well, maybe set up a Facebook page for our church. And so I set up a Facebook page for our church and just, you know, the picture and little bit of information and everything like that and put a couple videos on there and stuff. And I remember a couple weeks later, I went to church and there was this new family there. And I asked him, I was like, where did you hear about us at? And they said, oh, we saw your Facebook page. And it was like a light bulb moment for me. I was like, whoa, okay, these are real people. They found out about us from Facebook.

They showed up. And it was then I realized, okay, Facebook could be a platform that if used properly could help out a lot of businesses. And so at that point, I began to kind of like dabble around and you know connect with friends that had businesses and say, hey, you know, you need to get on the Facebook and you know, I saw a business opportunity at that point. Yeah. So this is really interesting to me because I think it's important for my listeners to understand the need to take the opportunities in front of you. So for example, you were really into your church,

you had a theology degree, and you connected the dots, you realize that, you know, hey, I can start this Facebook page. And then your passion for starting marketing and working on Facebook kind of outgrew your passion for theology, right? And so it's just so cool that you took that experience, and oftentimes people don't, like,

they're too afraid to learn something new and just to, like, take on a new experience. And I feel like that's the only way you can really find your true passion is to actually take those experiences. Yeah, I think to better word it, you know, my passion in theology and church, my faith, my relationship for that found a place where I could equally connect those and and as I mentioned, a degree in theology isn't very marketable from a monetary standpoint and you don't do it for that reason. It's kind of like someone that has a degree in bird watching.

Well, you may not make a whole lot of money in bird watching, but if you built a course or a training or something like that in bird watching, well, there is an opportunity. So it was a perfect fit where I could join the passion and a business, connect them together and it could grow from there. Totally. So let's talk about organic reach. When you first started on Facebook, it was like the Wild Wild West, huge organic reach. I mean, LinkedIn was kind of like that a couple years ago.

But like, tell us about Facebook. What was the organic reach like when you were first on it? And why does that happen? Why do platforms lose organic reach over time? Yeah. So it seems like every platform starts out like that. During that initial phase when the organic reach was very high, you could build Facebook pages.

We would build Facebook pages from zero to a million in a month, maybe two months. And again, the organic reach was incredible. I remember when things would go viral. I had a small page, which the page that I had, that again, I started building up as like hobbies for fun. The name of the page was called I Love Jesus. And I posted something on there. It only had 200,000 likes on it, but I would post something on there

and it would always get at least 200,000, 300,000 likes. And I remember as it grew, it would get 200,000, 300,000 shares on post. So you could imagine how the organic reach was completely different back then. And then as you know, things just slowly slowly started to go down. And the reason why that happens is because of the audience on a social media platform, it grows. And so they want to have a more intelligent timeline. So if you're following 5,000 people, well, it's not necessarily the best timeline that

all 5,000 people, their content shows up. So they begin to throttle the engagement and the algorithm shows you what you engage with the most because they feel like that's more effective. So as a platform grows for you to see and interact with the stuff that is most important for you, they prioritize content based upon your engagement and what's relevant to you at that moment versus a true, just

organic reach. Got it. So it's more like they keep changing their algorithm to make it more personal to you. And then wouldn't you say also like more content creators, more competition, like as people find out, something's getting big, we're gonna reach all the content creators go flock there. And then it's just more competition too. Yeah, so it is, it's just the more people that get onto

the platform, the more that they have to change that algorithm to meet what you want to see, or what they think. And that's why people oftentimes hate algorithms. I call them algorithm monsters is because they're like, well, I'm not really seeing what I want to see or I'm posting. A lot of the, most of the times the people that complain

about the algorithm is the content creators because their content isn't being seen by as many people they think should be seen. And so yeah, it puts you in a position where content and what you do and the quality is more important than just putting out silly, meaningless memes or something like that. Totally. So you've interviewed a lot of people that I've interviewed before. I'm sure there's so much overlap in terms of the people who you've had as a client and who I've interviewed. And Thai Lopez was actually your first big break.

How did you end up landing that big client? And what is your advice in terms of reaching really high level people in terms of your networking? Yeah, so that's a great question. A lot of times, as far as notable individuals, Tai Lopez was kind of one of the big names that I connected with initially. But prior to that, I think that there was a lot of big wins.

You know, it's kind of like the iceberg theory, like, okay, there was a lot going on here before I started working with Tai Lopez. And of course, Tai Lopez, when I first started working with him, this was six years ago or so, he was less prominent than he is now, still a very successful individual and doing big stuff. But I had a lot of big wins before that, where I had proven my skill and I was getting results

for other clients, and really how did it happen? Is it was a word of mouth referral? It's my understanding, I don't know all the details to it, but somehow one of the clients that I was working with was at the barber shop, talking to the barber and just regular conversation was going on. How's business going? He's like, oh great, you know, things are really growing.

I'm working with this guy over in Florida and he's been doing this and this guy was a client of mine and he was talking to the barber about it. And that was the extent of the conversation. Well, the next person in the barber seat was Tai Lopez. Is either Tai Lopez or someone on his team, they got talking. And next thing, you know, I'm getting a phone call. And I didn't know who Tai Lopez was. And it was kind of a different field of work that I was doing again at this point. I was helping people grow their social media, grow their Facebook page, grow help monetize

their presence and things like that. So I got a phone call from a guy, hey, you know, I heard you were working with someone, so tell us a little bit more about what you're doing. And I'm just answering questions, just telling them what I'm doing and stuff. And he told me, well, this is what we're doing. And I pulled up their profile, started looking at it, and I'm like, ah, yeah, yeah, I can cut your calls

probably by 80, 90%. And, you know, and it wasn't anything that I was, I just thought, yeah, I could do that. They're doing it wrong. It was one of the things that I learned really quickly is a lot of people were doing marketing in the early days that they were running ads, but there was no real system or a Facebook had it where you could just like click a button, launch an ad and it was going.

So a lot of people would just do that automatic ad population. Well, it wasn't the best way to do it. And so I told me, yeah, I can get your costs 80, 90% down. And the call ended in about 15, 20 minutes later. The individual told me they said, Hey, my brother Ty wants to know if you could fly out to California tomorrow and have a conversation with us. I'm like, well, this is strange. I want to fly me out there tomorrow. And I was like, oh, yeah, okay, sounds good. And so next thing, you know, I'm sitting in tie's office talking with him. That was his brother bin that I initially had a conversation with.

And I just had my little iPad there. I'm like, yeah, so this is what you should do. This is what you're doing. And I remember at the end of the conversation, tie was like, hey, Paul, you know what? I'm pretty sharp at marking. I can probably figure out how you're doing this, remember at the end of the conversation, Ty was like, hey Paul, you know what? I'm pretty sharp at marking. I can probably figure out how you're doing this, but I don't want to waste my time. I want to hire you when can you start? And I was like, well, as soon as I go back to the hotel, I can set up the ads.

And so went back to the hotel, set up the ads. And I remember an hour or two later, I took a screenshot and showed them, okay, this is what you were doing. This is what you're doing now. And you know, calls per click had dropped 90% using the method that I was using. And he's like, okay, let's, let's go. So that was kind of how I got, yeah, how I got connected with Tai Lopez.

Cool. Well, it goes to show the importance of relationships, right? You got it through a client referral and making a good impression on everyone is so important. And you actually often say relationships over revenue, right? So what does that mean exactly? Yeah. So here's the thing. There's a lot of times people, they in business.

And I think maybe it's a natural tendency is to how can I say it? Just chase the money. You know, what can I say it just chase the money? You know, what can I do to make money? And that's how we try to conceptualize a business is how to make money. And I think in the infancy stages of a business, that is like, okay, what can I do to pay the bills? What can I do to make money? And so you're trying everything.

But when you reverse it and you say, how can I help people? How can I build relationships? Granted, that is a longer process. And I've done the reverse where it's like, what can I do to make money? And it's like, you know, being an affiliate or doing, you know, I'm clickbank and things like that. And you make money, but you're not really helping. You're just making money. And so the thing about making quick money is it disappears as quickly as it comes. But when you build relationships with people and you authentically want to help people, then that goes so much further. That's it lasts longer. And I had a lot of my

coaching students or clients during all of this craziness that we experienced in 2020 reach out to me, Paul, Paul, what do I do? What do I do? You know, just kind of nervous and apprehensive. And I just told them like, help people, help people. You might have to help people in a different way now, but if you help people, you will always be in business and the money will come from there. Yeah, I completely, completely agree. It's one of the best ways to even get a mentor is to just offer help and to help people and to just always be a value and provide service. I totally agree there.

Do you have any networking hacks or tips or a cool networking story that you can share with us in terms of like a scrappy way that you got to meet someone or get somebody like get your foot in the door in terms of a client? Yeah, so a couple different things. Obviously when it comes to social media, you're one DM away from anybody you wanna connect with.

Really, I mean, that's, you can meet anybody. It just takes some persistency. So I do this and people oftentimes find this peculiar that I would do this, but I will message, personally message, 20, 30 people a day, people that I want to connect with, build relationship, or just someone doing cool stuff. And so I do that. I personally send messages to them, tell them, I like their content, they're doing amazing things, and leave it at that. I don't go for like, hey, I wanna work with you.

I wanna do, I just build a relationship. And then the ask might come later down the road. It might be a week, it might be a month, who knows? But I just build relationships. I comment on their content. I build a relationship with them on social media. And I've had amazing people respond to messages that I've sent them. And so that's a great way to build a relationship.

A lot of times when it comes to connecting with higher profile people, whether it's A-list celebrities or big name influencers, sometimes it's easier to connect with higher profile people, whether it's A-list celebrities or big-name influencers. Sometimes it's easier to connect with someone that is connected to them first versus connecting with them directly. So you kind of watch, you know, they have friends, they have people, maybe it's that person that is always commenting on their posts and getting a response. Or you just kind of research and look, who's connected to them? Because it's often difficult to get connected to that person that you really want to get connected to.

But if you connect with people that are connected to them, then it can naturally open up to building a relationship with them. But a great way, and I've done this, and I still do this, is you find that big influencer. Number one, you have to have a skill that is of value to help them. You've got to be able to add value to their situation, but you just connect with them and say, let's say, for example, you're a graphic designer, reach out to them and say, hey, I would love to help you out when you're graphic designer. Is it okay if I make you 10 images, no charge,

help you out? Maybe you're a video editor, whatever your skill set is. So volunteer that for free. And then what that does is that opens the door for a conversation to get started. If your skills are good, it will just go further from there. Let's hold that thought and take a quick break with our sponsors. Young and profitors, do you have a brilliant business idea but you don't know how to move forward with it? Going into debt for a four-year degree isn't the only path to success. Instead, learn everything you need to know about running a business for free by listening to the Millionaire University podcast. The Millionaire University podcast is a show that's changing the game for aspiring entrepreneurs.

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broad discussions such as eight businesses you can start tomorrow to make 10K plus a month, this podcast has it all. So don't wait, now is the time to turn your business idea into a reality by listening to the Millionaire University podcast. New episodes drop Mondays and Thursdays, find the Million millionaire university podcast on Apple Spotify or wherever you get your podcast. Yeah, I love that advice. And I think that it's such an easy thing for people to do, especially if you're in college or something like that and you're looking for a mentor or somebody you can intern for. I think that's the way to go is to just use whatever skills you have and offer them something for free and see if that gets them talking to you.

So totally agree there. Yeah, it's building relationship, it's helping them. And again, number one, your skills have to be good because if you're doing graphic designs or whatever it is and it's not good, then it doesn't, you know. Exactly, they're just gonna be like, well, I don't want you to work for me. Oh, yeah, that's okay.

Yeah, hold your skills first. I totally agree. Totally agree. So let's talk about personal branding. So at some point, you were behind the scenes. And then you decided that you wanted to kind of come out and really start your personal brand. So what triggered you wanting to start your personal brand? And then how did that influence your business later on?

Yeah. So when it comes to personal branding, I often look back and think, man, I wish I would have started this sooner, but it was, I was kind of content with just helping other people build their brands, helping other businesses. And it wasn't until individuals like Tai Lopez would kind of like pull me out and say, hey, you know, this is a guy that's been helping me. I've been working with him and invite me to speak at masterminds and conferences and stuff. And so it's just kind of, you know, if it wasn't for individuals like that,

pulling me out and saying, hey, he's been helping me on this. And I probably would have been satisfied just staying behind the scenes. But I think you do have to look at sometimes people they are hesitant about building their own personal brand because they don't wanna become across as arrogant or just me, me, me, and stuff.

But if you can sincerely help people, then all you're doing when it comes to building a personal brand is getting people's attention on you so you can show them how you can help people. So when it comes to building a personal brand, there's so much benefit of doing that, because it is when you build a personal brand, whatever you connect yourself to, it will grow. So it's not just about a job or being employed by someone else, but you are building in your own personal, personal brand gives you a few things. It gives you longevity.

So a brand, whether it's personal or business brand gives you longevity. It connect with personal brands in business brands. So loyalty and then it gives you legacy. When everything's done and you fold up the chapter and you wanna move on, you can pass on a brand, a personal brand or a business brand onto somebody else that can carry it on. So those are kind of like the three Ls of personal branding, loyalty, legacy, and longevity.

So yeah, like, Shaq, I was just walking through the mall the other day and I see posters and cutouts of Shaq. And he, he's one of these guys that he was an athlete. Everybody knew him as an athlete, but now he is a huge personal brand. If he wants to endorse general car insurance, he's the face of that. If he wants to do frosted flakes, he's the face of that, headphones, he's the face of that, just so many different things. So if you have a good, strong personal brand,

you're not limited to just marketing or just one specific field, but whatever you attach yourself to, people want to be connected to it also. Yeah, I totally get that, totally agree. I often call it a transferable asset. So no matter where you go, you can go bring your personal brands. And for me, I grew my personal brand on LinkedIn,

and I've never felt more secure like in terms of job security because it's like everybody just wants to talk to you, network with you, there's just so many opportunities. So I would encourage everyone to start building their online personal brand. If you have one whether you like it or not, yeah, exactly. Okay, so how much money would you say

that you've spent over the years in paid ads, like your clients, budgets and things like that? Like how money would you say that you've spent over the years in paid ads like your clients budgets and things like that? Like how would you say? Yeah, so I can tell you this it has been over a billion dollars that we have not obviously not my money, but I'm clients and you know different companies that we have worked with, we've done campaigns where people are spending tens of millions of dollars a month on ads. We've worked with companies that spend $100 million in a few months on ads. So yeah, over 10 years, a few big clients, it adds up really quickly.

Wow, so over a billion dollars in ads, what pops in my mind, as a marketer too, is experimentation. Like, man, you've done a lot of experimentation over the years if you had a billion dollars that you've been running ads on. So like, when it comes to like all the learnings that you've done, you've ran so many campaigns, like what are the golden rules in terms of paid ads right now?

Is there anything like, I know the platforms keep changing, the level of targeting keeps getting more micro, but like, what are the red threads that you see? Like over the years, you've been doing it for a decade. Great question. So this is something, I think it's kind of the one-on-one of marketing,

but people, they think that it doesn't apply when it comes to digital marketing. A catch phrase or a word that people use all the time is disruptive. So it has to be disruptive. So here's the challenge about being disruptive in online marketing. And I've seen this and I've been kind of like the catalyst of trends that happen on social media and running ads. So this is what happens is a marketer has a cool idea or a new style or something that they start running an ad

and it's disruptive and it all of a sudden, man, this is doing amazing because maybe it's the color, the style, the types of videos, the format, all of these things, you know, you're always tweaking because you want people when they're scrolling, it's like, whoa, that catches my attention. Stop the scroll, right? Yeah, stop the scroll.

And so that's the challenge on social media, is you want to stop the scroll. So as someone that is innovating and really pushing the envelope on stuff, that you always want to be testing what catches people's attention. So what happens is you put together something the envelope on stuff that you always want to be testing what catches people's attention. So what happens is you put together something and you do it and it starts working.

You're like, oh man, amazing. This is disruptive. This is getting a great click through rate. Awesome results. Then other marketers, they start seeing it like, whoa, man, that's doing awesome. I really caught my attention. And so guess what they do is they start doing the same thing. Yeah.

And they start to copy it. And next thing you know, what you were doing six months ago that was disruptive. You've got a thousand other markers that are doing the exact same thing. So it's no longer disruptive. It's camouflaged into everybody else's ads. So that's the challenge is you always have to do. So I've seen this like there used to be a time when almost laugh about this, but people would run ads where they would have a Red outline on their ad on the picture. There was a red outline and then there was a green outline

So it was like, okay, this would make it stand out more. And then everybody started doing red outlines and then it was just like, it became annoying to people. It stopped catching their attention and it started annoying them. And everybody stopped doing that. But then it goes into a different trend. But now I've seen recently and, you know, like five years later after a trend, people are doing something that was popular five years ago because people stopped doing it. So it's kind of one of those things that you always have to look at what other people are doing and I guess be a contrarian and don't do that. That's really good advice and I think that it's advice that is evergreen. You know, we can use it now and 10 years from now, it's still true and I I totally agree, you need to make sure your stuff stands out

if you want to get any attention on social media, whether that's organic or paid. How about data tracking? Like you're in this space, you've probably targeted on a million different things. Is there things that we just like little known ways that our data is being tracked that you can talk about? Yeah, so here's the thing. I remember when my old buddy Mark, Mark Zuckerberg, was before

Congress and they were questioning him about how the data is used and everything like this. What you have to understand is that Facebook is just one point where data is collected. And so he can answer questions like, hey, does Facebook do this? And he's like, no, we don't do that. And the answer is, right, they don't do that, but they're partnered with a thousand other companies that do that.

And so Facebook isn't doing it, but there's other company that they're partnered with is doing it. So it becomes a slippery slope. So, data is being tracked every, and it's not just online. It's when you go to Walgreens, you got your little Walgreens card. Data is being tracked about you. You ever, you ever find it interesting when you go to Walgreens and they print out your receipt and then there's coupons that you receive that are exactly aligned with your spending history because Walgreens is

tracking. If you go to a car dealership you buy a car when you sign those documents, you're being tracked, your information is being given to them and car dealerships, it's more than just selling cars for them, but they are selling information about you. So everything that you do in one level or another, it is being tracked. So for a consumer, that might be something that is that's startling to understand that there's probably 50,000 or more attributes about you, whether it's your age, your income level, your spending habits, the sites that you go to,

there's so many variables, like we could set up an ad that would say, hey, I wanna target a single man that lives in Los Angeles, that has a bachelor's degree that makes over $100,000 that lives in Los Angeles that has a bachelor's degree that makes over $100,000 that lives in this zip code that likes cats, matter of fact, that likes simis cats. And anyways, we could set up an ad that would target a person on that level. So for a consumer, that's something that would make them a little bit nervous. But for a marketer, we're like, yeah, you know, that's great.

So it's a double-edged sword. Yeah, so is there any sort of like line that you have in terms of ethics and paid ads and personalization and targeting? Like is there anything that you're like, we can't go there? Or do you feel like, you know, sky's the limit when it comes to data tracking

and targeting and, what are your thoughts on that? Is there any like kind of like line in the sand that you draw? Yeah, that's a great question. I think that in Facebook does have policies in place that does not permit you to target people on certain attributes, you know, gender, ethnicity, things of that nature. So I think that those are good guidelines to follow that you're not gonna be targeting people based on specific, the personal details. So yeah, there is a line.

Obviously marketers always find a way around these policies, but again, Facebook finds out about it. They shut them down and things. So a lot of times the people that complain about the policies that Facebook or the other ad platforms have is because they're trying to run that grade line. They're trying to do it the easier way versus put in extra work, build a personal brand, work hard. They're trying to get the quick money. So policies that are put in place are normally for the good

and they keep good marketers good and keep the bad marketers out of the industry. Yeah, thanks so much for sharing that. So paid ads are the front end of a campaign, right? And then what happens after that? So a lot of people who listen to the show, they're not marketers. They don't know anything about funnels and things like that. So can you explain what a funnel is and maybe some of the core components of a funnel? Yeah, so basically it's a journey.

It's a path that you take. And sometimes the path might happen in, you know, immediately on your initial online visit. You connect with an ad and you go through a path very quickly. Other times the journey, it might be a day, a week, a month, a year. But that's basically what it, a month, a year. But that's basically what it is. It's a path.

And the path might start out, you see that cool ad, someone talking about something that resonates with you. And so it might be an ad, I'll use myself as an example before this call. I was actually making video ads. And so I start out by calling out the person, hey, are you a coach, you're a consultant, are you an entrepreneur wanting to take your business

to the next level? Well, I want to talk to you about, and so I'm calling out the individual with an ad. They click on that ad and it takes them to a landing page or the front end of my funnel. And so that's going to be a page that is, you know, has a headline talking to them about, hey, maybe you're struggling. A lot of times we hit the problems that they're having. Are you having a problem getting applications for your high ticket sales? Well, we have the answer for it.

Matter of fact, we use a simple outline here and it's answering questions. I got my notebook here that was doing it. It's a few questions like, who is the person, what is their problem, how we can solve that problem. And so we're asking them questions in this and we show them the solution. So initially they might enter their name, their email, phone number, and they're gonna be put into a list and they might be pushed to fill out an application to set up a call.

There might be an initial, we call it a trip wire where they would buy something a low ticket entry. Again, sometimes people try to go for the big sale quick and it doesn't always work. We've seen individuals that we work with that there's been a lot of money on trying to sell, let's say for example, a webinar where the price is $1,000, and they're just not making any money. But we'll put something in the front, again, we call it a trip wire, where it's $7, $20, and it just, so we get people to come in here and buy something, you know, a micro commitment.

And then if they like that content, a day later, two days later, however long it might take, they'll go to a webinar, they'll watch this and then they'll later make a thousand dollar purchase. And then those people that go into a thousand dollar purchase, maybe they want to go faster, maybe they want some one and one attention, maybe they want personal customized coaching, they can set up a call where they'll get on a discovery call or a strategy call and talk to a specialist about how we can help them. And then they're offered coaching programs, stuff of high tickets. But it's a journey.

It's kind of like, you know, initially get connected, building that relationship. And then, okay, we have this and then you take them and Again, depending on the product the offer it might be something that it goes very quickly or Typically the higher the price of it the longer it's going to take for them to go from point A to Z But it is it's a journey. We call it a funnel because funnels shape like this, and you have people come in at the top and then it just slowly goes down and then you less likely the people are gonna come down to here,

but the people that come down here, those are going to be the higher value people. So that's a real funnel. Yeah, that's an excellent explanation. And I've never really heard of a trip wire, never heard of that concept. I've heard about people giving free ebooks and stuff like that, but I love what you said about offering something like a micro commitment that's really smart. So really cool stuff there.

And then the purpose of the form is to better qualify your leads, right? So that you can ask specific questions and maybe target them more. So like, what's the purpose of the form? Yeah. So when, when you're having someone fill out an application, I'll give you an example of a funnel that we have in our world is it would be a $7. I have a book or an audio book talking to people about marketing. And you know, I hit all the pain points,

hey, I'm gonna teach you how to do this, this, and this. And it's $7 for that. Well, then as they go to check out, there's gonna be a little box that says, hey, for $27 more, I'm gonna throw in all of these PDFs and all of this awesome stuff that is just, you know, they're gonna look at at that like $27 is that all? And they're going to feel just, they have to click that button because the value,

it's just an irresistible offer. So for $27, they get that. And then a person is going to go after that, they might say, Hey, you know, we've got this one time offer for you that I'm going to teach you how, you know, the secrets of, let's say, for example, the offer. And again, this is this is before they even click the final Checkout button. They're gonna get that and then that kind of concludes if they say yes or no on that Maybe they say no no to it. We'll come back and say hey, you know How about we break it up into three payments of $40 for you instead of one time 99 we'll break it up into three payments of $40 for you. Instead of one time 99, we'll break it up into three.

And then we try to get them to say, yes, again, if they say no, we want to go try to get them to say yes again. And so again, there's kind of a little work involved there. Then they check out their done. And after they check out, the thank you page is a video saying, Hey, you know, you're a coach, you're a consultant, you have a business, maybe you want to take it to the next level. This is what we're offering.

And it's a nice video talking to them about how we might be able to help them with our coaching, consulting, business. If you're interested, there is an application below that you can fill out and set up a complimentary 30 minute strategy session with one of our experts. So they fill out this application and yeah, the application asks them qualifying questions. Code when whenever you see free strategy session, that is code for sales call. Just, you know, plain and simple. Plain and so on so anytime you see that in people's bio free strategy session, that means sales call. Granted, there's going to be a lot of value given in those strategy

sessions where we pick apart what you're doing and give you value. But at the end of it, they're going to say, Hey, you know, we offer a coaching program, a mentorship program. And, you know, this is what we offer. And you make the decision from there. I don't like high pressure. Like, you know, you got to buy, buy, buy, that's never a good way to work with someone. But the application, it's going to ask in qualifying questions to see if they would be a good fit if they're one of those people like I even ask on some of our applications. Do you realize the importance of investing in yourself? And the answer, answer number one that they can say is, I don't have any money and I think I should get

everything for free. So we ask them that question. And then the second answer is, yes, I understand, but I'm on a limited budget. I can only invest between this amount and this amount of money. Then the third answer is going to be something like, I mean business, I'm a serious entrepreneur, and I understand the importance of really investing in myself.

And so those are qualifying questions, where if someone is saying, hey, I want everything for free, and people do fill out applications and say, I want everything for free and people do fill out applications and say, I want everything for free. Chances are they're not going to be qualified for a coaching program that we would offer to them. So yeah, it's about the application is qualifying them. We'll be right back after a quick break from our sponsors.

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And on top of all that, she maintains a happy marriage and a healthy home life. On the Kelly Road Show, you'll learn that it's possible to have it all. Tune into the Kelly Road Show as she unveils her secrets for growing your business. It doesn't matter if you're just starting out in your career or if you're already a seasoned entrepreneur. In each episode, Kelly shares the truth about what it takes to create rapid exponential growth. Unlock your potential, unleash your success, and start living your dream life today. Tune into the Kelly Road Show, available on Apple Podcasts, Spotify, or wherever you listen to podcasts. Yeah, what a great explanation. I think you gave so many good gems.

So I work in marketing. I have a podcast marketing agency and a lot of my, I don't do click funnels for my clients. So I don't set that up. I don't claim I'm an expert. I'm not. I'm an expert in organic marketing. That's what I'm really get at, right? And everybody always asks me, so many people are so misinformed and they don't know where to start.

What do you advise people? Like, where do you advise people to start? Like, should they just get click funnels and kind of like do something out the box like that? Like, what is your advice to either companies or people who really want to get their funnels right? Because I get this question 20 times a week. Yeah, so, you know, I've seen that

and I've worked with companies that they reach out to us, and they say, we've got this college grad from Ivy League School, has a degree in marketing, and they don't know what they're doing. They honestly, you know, the danger in some, just being stuck in college academics is that you can go to college and what you learned there is two or three years outdated in what's working. When it comes to internet marketing, it's really, you have to be studying it every week.

Like you mentioned, there's new policies coming out that you didn't learn about this in college last year. So you have to be continually learning. You have to have mentors. You have to have groups that you can work with masterminds that you can always be learning when it comes to internet marketing in particular. There's probably some professions that you can learn and hey, it's good to go for a long period of time, but internet marketing is not one of those things that that's true. You always have to be learning. So there's a lot of great platforms that work for things. The best way to figure out what's working is find that individual that is the best of the best in the industry.

Find those funnels, find those websites, find the experts, see what they're doing, and model it on success leaves a trail. We call it in the industry funnel hacking, where basically you find the funnels that are working good, look at what they're doing. And, you know, if this individual is making X amount of dollars, they've done a lot of testing, they've done a lot of work. And so you just begin to model that. You don't copy it or,

you know, just completely do exactly what they're doing. But you model it. Like, for example, if their headline is over here on this side and this color, put your headline, this side, this color, if they're using this color button, use this color button. If they're using this type of video, use that type of video. And so you model what they're doing because these big companies, they've spent millions of dollars testing and split testing.

So the quickest way to get to where they're doing is look at what they're doing and model what they're doing. That's super, super smart and really practical advice. Thank you so much. Let's switch gears really quickly. Let's talk about side hustles. So you wrote an online book about 27 side hustles. I'm obviously a proponent of side hustles. I grew my business on the side of Disney streaming for two years to multi-six figures. So love side hustles, I think everyone should have one, especially if they're a hustler.

So why do you love side hustles? And are there any that you highly recommend? So here's the thing, is in probably in September, October of 2019, I always have people come to me like, hey Paul, will you teach me how to do what you do? Teach me how to do what you do. And I'm like, you got a couple of years, you want to sit down and learn, we can do that.

But I realized what they were asking is, can you teach me how to, that laptop lifestyle, work from home, make money. And I know when I first got started in internet marketing, is there so many different ideas and people saying, do this, do this, and I tried so many different things. I didn't know, okay, is this real, or is this just a scam, or,

and so it was just a difficult road to figure out what to really do. So I put this book together to really show people this is the stuff that works. These, what I did is I actually interviewed, I don't know, probably 60, 70 people that were make legitimately making money online, not these get rich quick schemes or anything like that, but people that were legitimately doing things like, for, I interviewed a 17 year old boy that while he was in high school made over $20,000 in one year. $20,000 for the person that is fascinated by the guys driving the Lamborghinis and everything like that $20,000 a year doesn't sound too glamorous, but $20,000 a year to the average person will change their life.

So, especially if it's a side hustle. This is somebody that is doing this in school. So, I interviewed him and said, hey, what are you doing? Making $20,000 a year, 17 years old in high school. Obviously, if he could do it, the state home mom could do it. The guy that is working 40 hours a week that's got, you know, 5, 10 hours extra a week that he can put into it. They can do it. So again, that's what I wanted to learn in interviewing these people. So I interviewed a lot of people that were doing things. Some were making $10,000, $20,000 extra a year.

Some people were making a significant amount of money doing this. A lot of times what happens about a side hustle is a side hustle. If you get good at it can be turned into a full-time hustle. So when someone just starts to learn how to make the first $100 online, they can replicate that. So that's what I did is I interviewed a lot of people that were doing cool things and compiled it, put it into a book, made some videos and everything like that and just trying to give people a blueprint here. Here's some cool things that are working, try them out. It doesn't have to be too complicated. I mean, you do have to work. I think that's sometimes the misconceptions people wanted to like just click a button and money starts printing. You know, work involved. You know, don't we wish we

could all do that. I do believe in passive incomes, but there's no income that doesn't demand some work, whether it's in the front. Yeah. You know, you have to do some work initially, somehow. So I'll give you a few of the ideas that I saw. Man, this is amazing. So the 17 year old boy that I interviewed, this is what he was doing. Is he put an ad on Craigslist saying, do you have an old cell phone that you want to get rid of? I will buy it from you for cash.

And people would respond to it. And he would buy their phone and he knew based on this model, you know, the shape, the condition of it and everything like that, that it was worth, let's say, $100, where he would buy it from this person for $50 and then place it on Facebook, marketplace, eBay, something like that for the going rate of $100. So it's just basically a quick arbitrage. He would buy it from someone for $50, knew the value

was $100, and there he's made $50 himself. So you do that a few times a week, a few different cell phones, then you've made yourself $20,000 a year, not a whole lot of work involved, not very complicated to do, but it's real money. It's real money. So I've seen that. I've seen individuals that will go to thrift stores and find something at a thrift store that, like for example, books.

There's an entire world of, they call them book flippers. And it's really amazing. They will go to thrift stores, libraries that are getting away, old books and stuff. And they will buy the books. And you know, some of these stores, you can buy a book for 50 cents.

And they buy the book for 50 cents. And they buy the book for 50 cents and then they will put it up on Amazon or there's other websites and they might sell it for $10 or $15. I met individuals and interviewed individuals that bought a book at a garage sale for $2. And it was actually a rare book and they sold it for thousands of dollars. So it's kind of like treasure hunting, you know, digital treasure hunting, but it's it's real money. Another one is I interviewed a lady she had graduated from college and she was in between things, was wanting to go back get her master's degree. But she enjoyed traveling. So what she did is she taught children overseas conversational English.

There's websites that you can sign up on. And she told me she's like, a couple hours a day, I go on to this app. And I just have basic conversations with young students wanting to improve their English. And she does that four or five times a week and she makes a couple thousand dollars a month doing that. So again, there's real things, there's sites like Upwork where you can, if you've got a skill set, there's sites like Fiverr that That again, when I first got involved in internet marketing,

I remember putting gigs up on Fiverr and upwork in other sites like that, and people would hire me to do that. So if you've got a skill set or you can put in some time, there's a lot of different ways that you can make money online. Yeah, and that just, it made me think of an idea.

So not only arbitraging products, but also services. So there's people who work at India and the Philippines, and they might be good at graphic design. You could be the relationship manager and the broker between the graphic designer, and you find somebody who needs graphic design work, and you can just connect the dots and you could have no graphic design skills, but you just manage the relationship and take a little profit on top. So it's like, there's so many different ways

to like arbitrage on the internet, I think. Absolutely. I had one of my coaching students, his name's Peterson. He came up to me recently, and he was trying to figure out how to do online businesses and stuff, and he's like, I know a lot of people that know they want websites, they need graphic designs,

but I don't know how to do that. And so I pointed them to some sites where you can hire graphic designers, website designers. And if you can get the client, you just hire this team and they will do the work and you just figure it out. Okay, they're gonna charge me a thousand dollars. I'll charge the client two thousand dollars. And like you said, as a middle person, they're going to charge me $1,000. I'll charge the client $2,000. And like you said, as a middle person,

you're making money there. And so he's done very well in doing that. So yeah, you can be a website designer, a logo designer, you can offer those services just by finding relationships online that will do the work for you. Totally. Okay, so the last question I ask all my guests is what is your secret to profiting in life? Secret to probably give. Give.

That's just give. People before profits, give to others, pour into others, help others. You'll never go wrong going back to my degree in theology. There is a universal principle in all religions that you reap what you sow. I mean, whether it's Christianity, whether it's Buddhism, Hinduism, there's a universal principle that if you give and you sow good, you will reap good. And it works. So just give, help others, serve others, and it will come back.

Don't put money first, but just put people first, and you'll always be successful. That's fabulous advice. Thank you so much, Paul. This was such a great conversation. Where can our listeners go to learn more about you and everything that you do? Oh, thank you very much, Holly. It's been my privilege.

So probably one of the easiest places is find me on Instagram. Again, my Instagram handle is Paul. It's just PAUL. Follow me on Instagram, send me a message. Be more than happy to connect with you. My personal website is Paulgetter.com and you can find out all kinds of information about me there. Cool. Thank you so much. Thank you. site is pullgetter.com and you can find out all kinds of information about me there. Cool. Thank you so much. Thank you. Are you looking for ways to be happier, healthier, more productive, and more creative?

I'm Gretchen Ruben, the number one best-selling author of the Happiness Project. And every week, we share ideas and practical solutions on the Happier with Gretchen Ruben Podcast. My co-host and Happiness Guinea Pig is my sister Elizabeth Kraft. That's me, Elizabeth Kraft, a TV writer and producer in Hollywood. Join us as we explore fresh insights from cutting-edge science, ancient wisdom, pop culture, and our own experiences about cultivating happiness and good habits.

Every week we offer a try this at home tip you can use to boost your happiness without spending a lot of time energy or money. Suggestions such as follow the one-minute rule. Choose a one-word theme for the year or design your summer. We also feature segments like Know Yourself better where we discuss questions like, are you an over buyer or an under buyer? Morning person or night person, abundance lever or simplicity lever? And every episode includes a happiness hack, a quick easy shortcut to more happy. Listen and follow the podcast happier with Gretchen Rubin. Hey, babe, what you got there? This is a check from Carvana.

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Or I can put it towards my next car with Carvana. Sorry, you're a check, not mine towards my next car with Carvana. Sorry, you're check, not mine. Sell your car to Carvana. Visit Carvana.com or download the app to get a real offer in seconds.