When is the best time to plant a tree? The best time is 20 years ago; the 2nd best time is today.
If you have a business, there is a huge opportunity to expand your brand from local to global with digital media.
Andrew Gottlieb has worked with big names such as Eckhart Tolle, Lisa Nichols, Mama Gena’s School of Womanly Arts and Ken Blanchard. He is the Founder of No Typical Moments. His company supports authors & thought leaders in selling their educational products through digital marketing.
TOPICS WE DISCUSSED
- What is “readiness” for digital marketing
- The purpose of social media marketing (hint, it has something to do with data)
- Progression of digital media marketing (client list, social media following, JV connections, cold traffic, etc)
- Which social platform is best to advertise for your business
- Use Facebook video pixels to garner your audience
- Use Facebook to create look-alike audiences
- Even before social media marketing campaign, assess the long-term impact of Covid19 to your current business (e.g. restaurant as an example)
- The top 2 things he does in his rituals: Tony Horton’s P90X and Vishen Lachiani’s 6 Phases Meditation
- Podcasts to get inspiration: Aubrey Marcus, Jacko Wilink, Lewis Howes, Impact Theory, David Goggins
My mission is to redefine how we measure success in business to a model focused on empowering lives instead of maximizing profit. I envision a world where people are fully empowered to be the best version of themselves, thriving despite whatever circumstances may be in their way, and loving the planet with the same degree of compassion we show our best friend.
I don’t think digital is the end all be all for all businesses.
Whether we recommend businesses to use digital media depends on the team’s understanding of what it really is.
The psychology of someone being on Facebook and google is very different.
If you don’t have a large following already, you can use Facebook as an engagement mechanism.
- A mini-course about managing your mind in the middle of chaos cklin.com/certainty
TRANSCRIPT (BY ARTIFICIAL INTELLIGENCE)
CK LIN: [00:00:00] this is a place where seekers talk about their experience in starting purpose driven organizations. We’ll be drilling in a mindset. We’ve been drilling and non actionable tactics today. I’m really glad that I have my friend Andrew galip here with us. He is the founder of no typical moments.
[00:00:20] His company supports authors and thought leaders in selling their educational products through digital marketing. In his agency has worked with brands such as . Lisa Nichols, mama Gina’s, the school of woman, womanly arts, and Ken blancher
[00:00:39]welcome to the show, Andrew. Thank you for being here.
[00:00:42] ANDREW GOTLLIEB: [00:00:42] Yeah. Thank you for inviting me on.
[00:00:45] CK LIN: [00:00:45] So as someone who empowers authors and thought leaders to build their brands through digital marketing, I am very curious on how you select them. Like when you see a potential client coming to you and say, Hey, I aspire to be a thought leader, or I am a thought leader. What are some of the selection criteria from your point of view?
[00:01:15] ANDREW GOTLLIEB: [00:01:15] Yeah, so I’d say one of the big things is, you know, I’ve used the word author in the sense of. I don’t necessarily want to be marketing, and helping to build a brand of social media influencers who are, you know, just doing affiliate Sarah’s for like skincare products.
[00:01:31] So it’s a lot about having individuals to have, an expertise in a couple of domains. So really where we thrive the best as an organization is supporting authors who are speaking about a business. personal development, spirituality and health and wellness. so there’s, from a values aligned standpoint and kind of the vertical you fall in, we analyze.
[00:01:51] And then whenever someone is introduced to the brand, a lot of times are, brought into client projects because of referrals. we have a new client intake form on our website. So this allows us to drill a lot deeper into the practicality of their business model to see if. They’re actually ready for digital marketing.
[00:02:12] So we’ll go through some questions ranging from . what are your assets look like with your fan page sizes, your email, us website, traffic, past experience of campaigns, revenue of the organization. Do you have a point of contact we’ll be working with? So that gives me a lot of insight into structurally.
[00:02:30]where are the companies at NFI actually think a campaign will succeed or not? So, for instance, after we
[00:02:38] CK LIN: [00:02:38] pause for just woman cause you, you talk really fast. I wanted to stop a certain point. Okay. Cause you the word readiness. So talk a little bit more about. Readiness. Cause a lot of people may think I’m ready for and campaign.
[00:02:51] But in reality, they’re not from your professional point of view.
[00:02:54] So talk about readiness. Right.
[00:02:57] ANDREW GOTLLIEB: [00:02:57] So that’s a great question. And I’ll give you an example of someone that I said no to last week. So it was a, author, a yoga teacher who’s been teaching yoga for man. He’s in his eighties. So he’s been teaching and you know, distilling his wisdom for 40 plus years.
[00:03:16] Which from a values alignment standpoint, that looks absolutely perfect. however, when I looked into some of their, database, so they had, you know, 500 Facebook fans. They had an email list of like 200 people. They’ve never re, ran a digital marketing campaign before. Their revenue from 2019 was under $100,000.
[00:03:38] So when I looked at some of those statistics, and then I saw that. They didn’t really have anyone inside the organization, to help guide this book launch with. I realize that we’re not really the best firm for them and they shouldn’t do any type of Facebook ads. so I made a why,
[00:03:56]CK LIN: [00:03:56] why do you say that?
[00:03:57]ANDREW GOTLLIEB: [00:03:57] based upon my experience, if a company is bringing in as if they didn’t do $100,000 in revenue last year, you know, between. Let’s just say they were doing like 80 or so, so they were bringing in seven K a month. If you factor in our service fee and what an ad spend needs to look like, they’re already going to be in the red and then you factor in.
[00:04:21] They have to completely hit a home run immediately to stop the bleeding. Of our service fee and ad spend. So it’s going to put them in a really tough spot financially, is they don’t have the margins built in their business to, go through really a 90 day testing process. I always tell people that you really need to be flushing out campaigns for 90 days to gather some data, analyze the conversion metrics to determine whether this is an investment to continue to embark upon.
[00:04:52] CK LIN: [00:04:52] Got it. So let me recap what you said. Okay. So what you’re saying is, in terms of their economics, there’s not a whole lot of margin. just from their total revenue point of view to not only due to Aspen, but also your service fees, right? So there’s that, but also at the same time, that time budget, allowable to do the 90 day experiment as well, because you can’t guarantee this with VRI a positive campaign in less than 90 days.
[00:05:21] So you need this 90 days for you to gather the data that you need to tune it to the way that it works. Is that an accurate recap?
[00:05:28] ANDREW GOTLLIEB: [00:05:28] Yup. Exactly. I, so the way the, what I did is I, and this was to hire us to do a book launch for this author’s new book. And so, I actually made an introduction to them who helps, really set someone up with JV relationships for book launches.
[00:05:46] So, in my opinion, the way we recommend people a testing offers in a lot of instances is start with your existing list. but they didn’t have a list. So you need to start to build up your JV and affiliate relations and test your offers in that manner. So once you see conversions happening, from your affiliates and JVs, that the next step would be driving cold traffic in through an advertising campaign.
[00:06:15] CK LIN: [00:06:15] That’s really a poignant points you just made. I wanted to underlying what you just said. So there’s a phrase in saying you want to work with people who know, like and trust you first. So your list, your customer list, your prospect list. These are already people who have voted with their wallet. That they know, like, and trust you.
[00:06:38] So in this case, they bought your product and services already, then you broaden it up to, select partners. In this case, the words you used were JV partners to say, Hey, this fits our audience. Let’s actually partner up to do a JV T a slash affiliate model. Then you go broadly to cold traffic from Facebook ads.
[00:06:59] Is that an accurate recap?
[00:07:02]ANDREW GOTLLIEB: [00:07:02] Correct. That’s. That’s in most instances that progression. Now, if you’re a big brand, and I can give you a flip side example, if that works of the conversation I’m actually going to have at three is a very different type of. Client potentially wanting to work with us. So I, I know because they filled out the client intake form, they spent $60,000 in Facebook ads in 2019 and they have data, they have the 15,000 person email list.
[00:07:32] They have over a hundred thousand people on their Instagram page, a Facebook page of over 30,000 so because they have all that data. I, they have a good asset base they’re bringing to us. I can look at their past campaign data and look at all their conversion metrics. I would feel really comfortable with us being able to jump in and outperform whatever agency they decided to release from their contract.
[00:07:58] CK LIN: [00:07:58] I see. So it’s also availability at the dataset. Correct. So you can use past data as a way to future project. What exactly what I do better.
[00:08:09] ANDREW GOTLLIEB: [00:08:09] Exactly. Got it. Yeah. So I wouldn’t recommend to them, you know, test out JVs, you know, you spent $60,000 last year on Facebook ads. You have big data, you’re bringing to the table for us to tap into.
[00:08:23] You know, you’re pretty ready to experiment with ads and take it to the next level.
[00:08:29] CK LIN: [00:08:29] So that’s one school of thought using ad campaigns as a multiplier of what’s already happening, right. Past data, past trends, let’s actually use this as a way to add more gasoline, add more amplify or add more multiplier to what you are already doing or doing well.
[00:08:46] Another school of thought is, Hey, I could do it organically. Sure. But I want to task really quickly. So I want to use ads as a way to test. My audience and my offers. What’s your thought on that?
[00:09:01]ANDREW GOTLLIEB: [00:09:01] you know, I, are you comparing doing an organic strategy versus a paid media buying campaign?
[00:09:10] CK LIN: [00:09:10] Yes. I’m, I’m basically, trying to see. Using arts as the amplifier. What’s working well already, but you also have someone, let’s say that the yoga teacher that you mentioned, right? Maybe you can, wouldn’t go all in on launching his books with this, with the act campaign, but he could potentially use arts as a way to.
[00:09:33] Experiment and test the audience as well as the offer that he wants to make as a way to grow his, to get more data, to get more intelligence on, Oh, she should target waste was offered and so forth.
[00:09:46] ANDREW GOTLLIEB: [00:09:46] Gotcha. from my experience, a lot of this depends on the, the makeup of a team and how much they understand the importance of data.
[00:09:57] And what digital marketing really is. so I’ve, you know, been in client relationships or had sales calls with people who they want an immediate return on investment. It’s like, we want to spend 3000 and we expect 6,000 and come back in. Or this is a failure. I’ve had other client relationships where they understand the importance of gathering data and testing and whatnot.
[00:10:20] And so. They’re bought into the idea of a testing timeframe in which they know there’s going to be some sunk costs involved in getting this off the ground. So I would say that’s very, that’s very pro business analysis and contingent on the business owner, that marketing director, they have understanding digital and being able to set expectations well internally with the CFO that the CEO of why exactly we want to lose money.
[00:10:49] Yeah. For a period of time.
[00:10:52]CK LIN: [00:10:52] I see. So from your point of view, in this case, digital marketing as a way to get a lot of data very quickly. In other words.
[00:11:00] ANDREW GOTLLIEB: [00:11:00] Exactly. And some companies, to be honest, don’t care about that.
[00:11:04] CK LIN: [00:11:04] Right. They just want the ROI. Give me, you know, here’s 3000 give me six.
[00:11:09] ANDREW GOTLLIEB: [00:11:09] Right. And that’s really how this works.
[00:11:11] Yeah. How, what? That’s not really how this works in most instances. Yeah.
[00:11:17] CK LIN: [00:11:17] So, okay, so not to geek out on data and marketing cause we can do that all day. I’m sure. But I want to make it translatable and I want to make it applicable to someone who’s listening to this, because right now, what’s happening, especially for the consultants, especially for the experts in specific space, they, their business maybe made disappear altogether, or they’re now need to look at some other ways to generate income, right?
[00:11:48] So how can they use digital marketing. As a tactic or as a method to help them get more of an audience perspective, clients and ultimately clients. So then they can get that certainty that then itselves and their family requires.
[00:12:11] ANDREW GOTLLIEB: [00:12:11] So there’s a. A short term and a longterm outlook on this. And, and I’ll bring it back to our clients and how some were able to make a quick shift into digital and others were not.
[00:12:25] So the harsh reality is that if you don’t, if you didn’t have a solid online infrastructure in place before Corona, I, you’re not going to develop everything you need to in 30 days. To make something successful. And I’m speaking more like a, you know, sales funnel, Facebook ads style campaign. yeah, whatever we have.
[00:12:48] CK LIN: [00:12:48] So let’s actually just assume that they have nothing, they’re starting from zero. What would you say to them? What would you recommend to them? So then, so then they can actually start today, right? The best time to plant a tree is 20 years ago. An extent times today. So say did that. They didn’t do that. Yet, but let’s start them today. So what would you say to them?
[00:13:10] ANDREW GOTLLIEB: [00:13:10] Sure. so as I think about kind of the progression of someone into GE digital, there is a lot of layers to that. So I’m operating under the, let’s just use a, a example of like, you’re a, your chiropractor who can’t see patients in person right now. Let’s just use that as an example.
[00:13:28] So, if you’re starting at the very baseline, the first thing is really just thinking about your website in terms of some foundation, you have to direct people to, if you’re a chiropractor, let’s also think about as I’m not set on Facebook, ads are the best thing for everyone. And I. I say that because there are some instances where, Google ads, if you’re going to do a media buying campaign, Google ads are actually a better option.
[00:13:56]I say that because the psychology of why someone’s on Facebook versus Google is very different. you’re on Facebook because you’re trying to find cute. Photos of animals, you’re stuck in your high school girlfriend or boyfriend, like you have no intention of being on that platform, for the eventual offer that’s being presented to you.
[00:14:17] So, from a Facebook advertising standpoint, ads are all about a pattern disruptor to, you know, have catchy copy, sleek images. the captivating video to bring someone off of Facebook and into your website is hiccups possible? with Google, someone is actively searching for a solution. So you’re on Google because your back hurts and you’re searching for back pain relief.
[00:14:42] San Diego. Like you need that solution right now. You’re not going to Facebook to try to find that answer. Or if you know you want to find a pizza shop in town, you’re going to go to Google and write pizza shops, Encinitas, California. so we actually had a client a couple of years ago. and we did Facebook.
[00:15:00] There was a chiropractor and the Facebook ads bombed, absolutely no results. And we, what we realized was when people have back pain, they want that solution handled that morning. And so we switched it to a Google AdWords campaign and it, it did really, really well. so I want to draw those distinctions of figuring out, your offer.
[00:15:20] What environment is, is best for those people.
[00:15:24] the second point I want to make is also, thinking about your business model and, you know, let’s give a different example of, say you’re, I don’t know. You’re a, a executive coach. and really your skillset is, supporting C level execs at companies doing 50 million and above with whatever it looks like.
[00:15:45] I running a Facebook or Google ad words campaign is a terrible decision. that you’re not going to get any results with that. So I, I would advise, you know, thinking more the realm of LinkedIn. And that also would really be thinking about, and this is more of a longterm process was, which is even digital related, is when you’re a service model business, a lot of it is about referrals and finding your first client doing a really great job, developing a case study and then asking them to make interest for you.
[00:16:16] So kind of my consensus here is not to be attached to, it’s all about Facebook ads, all about Google. Really think about your business model and where it fits into digital, or even if digital is the best, you know, first strategy to start landing some deals.
[00:16:36] CK LIN: [00:16:36] so I heard this metaphor. I’m saying that Facebook is like, I’m like a party.
[00:16:46] So it’s weird if you go to a party and someone is saying, buy my stuff now. Versus Google is where a place people go to find solutions versus LinkedIn is more of a networking event, professional networking event. So that way you can kind of think about what, what stage of your business are you trying to do, are you at?
[00:17:09] And also what kind of offer, or do you want a chair in front of him? He’s on an accurate way to think about it from your point of view. Yup, exactly. Beautiful. Okay. So, what can we go from here? Right? So say chiropractor, right? I can serve as my customer. Actually, I do have friends who are still serving their clients right now because they are considered essential service, right?
[00:17:34] Pain relief is essential. So. So, they want their business through thrive, so they go to Google, but at the same time, they also wanted to cultivate that trust level, like, know, like, and trust, cultivate that know, like, and trust level, at Facebook. So what kind of tactical suggestion would you have for them to grow their audience in on Facebook?
[00:18:01]ANDREW GOTLLIEB: [00:18:01] so this is going to be pretty tactical. Is that okay to get totally. Let’s do it. Let’s, let’s, let’s do it. so one of the things we recommend to our clients who, and this is what Facebook, if I, if you don’t have a good audience space. Like you don’t have a big email lists, so you can’t run ads to your lists.
[00:18:20] You can’t create lookalike audiences. You don’t have a good website traffic, so you’re kind of coming to the table empty handed. what we recommend doing is using Facebook actually as a engagement mechanism. So there’s a couple of things you can do. We have instances where. well, our clients read a blog post, for instance, and we’ll have the first ad in which it’s sending people from Facebook to that blog post.
[00:18:44] Now, as long as you have what’s called a Facebook pixel on that blog posts, you can retarget anyone who visits that blog posts into. You know, your lead magnet, for instance, that’s one thing you can do to provide more educational content up front. the other thing you could do is, utilize video within Facebook and almost do, you know, a Jeff Walker, video series, within Facebook.
[00:19:09] So what you can do is you can run your first ad. Ad, which is a Facebook video, and it’s really just straight content driven and you can just like, you can pixel people who visit your website, you can pixel people who watch over a certain percentage of that video and then show them a second video. and then a third video potentially.
[00:19:32] So you’re conducting a lot of that engagement within Facebook, but you’re only sharing subsequent videos. So someone who takes the time to watch a certain percentage of other videos. So a great thing to utilize is Facebook live, for instance, as that first engagement mechanism. And then you can say, anyone who watches more than.
[00:19:54] 50% of this video, you want to show them a second ad, which can be directed them directly to your offer. It could be another video. that’s kinda up to the Brandon, what you want to be tested.
[00:20:05]CK LIN: [00:20:05] I liked that. I actually had never heard that before. Thank you for sharing that. That’s new. You’re welcome.
[00:20:11] Yeah. So, Let me understand you correctly. I’m doing a quick recap, right? So use the pixel as a way, to basically opt in and then now you know who’s watched your video, and then then you can follow up with different videos at different kinds of content as way to further and further engage them into the brand, the value, who you are as a personality, and then what you stand for.
[00:20:36] Is that correct?
[00:20:38] ANDREW GOTLLIEB: [00:20:38] Yup, exactly.
[00:20:39] CK LIN: [00:20:39] Cool. So. Let’s see. All right, so, so that is also a good way to, to test an audience, because you can go really, really broad as a nonspecific audience, so you can see who is actually engaging with you. So you can test the who as well as you can also test very quickly the leak magnets that you have, the kind of content that you cover, the kind of topic that you cover.
[00:21:07] Is that correct?
[00:21:08] ANDREW GOTLLIEB: [00:21:08] Yup. Exactly.
[00:21:10] CK LIN: [00:21:10] Beautiful. Okay. So, so the, that’s a way to generate a, an audience size and then then hopefully to garner more and more of an, email asset that you have. Right. So you can run offers.
[00:21:24] ANDREW GOTLLIEB: [00:21:24] Yeah. Exactly has we call that top of funnel. So that’s why I’m so big about the data you bring to the table to potentially work with us.
[00:21:33] Because if you have an email list of past buyers, say it’s 500 past buyers of it, this specific product, we can take that past buyers lists, upload that to Facebook, and then Facebook will say, here’s 2 million people who match the same demographic and psychographic information as. People have already purchased from you in the past.
[00:21:55] So it’s a really great way to hone in on your avatar. And Facebook does a lot of the, leg work for you. So there, Facebook’s just saying, here’s 2 million people just like. The people who’ve already purchased from you. So that’s a amazing data set that you can leverage. And you know, you think about that for everything.
[00:22:15] Like you can, if you segment out your list. we are going to be a part of a launch for a book writing course. And so the company has about 350,000 people. However, they have it segmented out and various different niches. So for each niche, that means we can write copy and we can create graphics and new videos that speak directly to that audience.
[00:22:43] So they have like the, they call it the woo woo, a part of their database. It’s. 50,000 people, let’s say. And so those people have a very different reasoning for wanting to write a book. their reasoning is like, I, I had some spiritual awakening and now I need to share this message with the world. So you speak to them significantly differently versus another part of their database, which is entrepreneurs and executives, you want to share their business expertise.
[00:23:13] So like that type of person isn’t writing a book. Because they had some spiritual awakening and now they can talk to God like they, they’ve been there, they’ve done it, they’re successful, and they want to share that wisdom with other people so you can communicate with them radically different. And then even thinking that in terms of the audiences you can tap into when we create.
[00:23:35] Look like audiences against that. kind of woo woo spiritual list. That’s one bucket of audiences. And then with a business, people will create another bucket of audiences of people just like them. You run ads to, so it can get really powerful if you have a big lesson, you can segment it out, based upon who they are and then speak to them differently.
[00:23:57] CK LIN: [00:23:57] Okay. So Brene, back to that person who’s starting from scratch, right? So there are this time they don’t, they have, they didn’t plan that tree 20 years ago. They’re planning it today. So. They have a lot of different options. They can do organic posting right themselves. They can see what kind of podcasts they can get on leveraging other people’s platform.
[00:24:19] And now the way to do it, they can run Facebook ads or some kind of a digital marketing ads, Google, Facebook, LinkedIn, or they can possibly, acquire. A lists from other people and so forth. Out of all this options, what is your rubric in terms of, you know, what would you recommend this person to do?
[00:24:42] ANDREW GOTLLIEB: [00:24:42] So even before that, I think they should be thinking, about a couple of other things.
[00:24:48] And I say that because, Corona is impacting some businesses in a way that they’re never going to recover and they’re going to go out of business. So I think you need to give yourself and your business a really honest look. Before you invest all this time and energy in digital, if like what is actually the state of my business.
[00:25:07] So I’ll give an example of, this restaurant. I, that, I w I was talking about through a mentor of mine that he coaches in which this ref had, I think it was 16 different restaurants. This guy owned, I guess kind of franchise model. S was bringing in about $2 million per month. And so he had to lay off every single one of his employees, and he’s applying for PPP and is going to take out about a million dollar loan through that.
[00:25:36] So for him, there’s absolutely no point of him trying to do any type of digital campaign right now. Like, he just needs to gotta ride this out and you know, he’s going to take on the big loan, hire log of the people back and start from scratch in a, in a lot of ways. So I think that’s a first thing. Truly look at how is your business impacted by Corona?
[00:25:58] Is it something that is going to come back fine? Is it just totally right now? Just. Being totally honest. and I own that. I think that’s a business owner decision to give that honest assessment. But if you give yourself the assessment of, you know, this is gonna suck for a couple of months, but I think we can rebalance.
[00:26:18] And I think digital is a way to embark upon that path. Like for instance, I know of a separate company, their leadership training program. They can’t do any live events for their foreseeable future. So they’re going to be shifting their business model and creating online courses, for people. Like that’s, that’s a shift that’s manageable in my opinion.
[00:26:39]and so. That. That’s a starting point. And then I think it comes back to our conversation before, and let me know if this is answering your question of really understanding your business model and where your potential clients are hanging out, and then figuring out the best digital game plan. And once again, I’m not saying that’s always going to be Facebook ads.
[00:26:59] It could be diving into affiliate relationships. It could be if you’re more of like an executive coach tapping a LinkedIn and got your referral base. That’s the way I’d go about thinking about this. I don’t think they should all is the end all be all for all businesses all the time.
[00:27:16] CK LIN: [00:27:16] so start within any mind too.
[00:27:18] And then you didn’t say this, but I want to drill in on this. This is my interpretation. Really understand what the currency of your business is and then if that currency can be translator or distributed, via a virtualization format. Restaurant is very difficult to give your food, your nutrition in a, in a virtual way.
[00:27:39] But if your, ver currency is insights and knowhow and clarity, then you can translate that from a live event to a course, a synchronous versus asynchronous delivery. Is that correct?
[00:27:53] ANDREW GOTLLIEB: [00:27:53] Yup. And I can give you an example of, one of our clients who’s making that shift. so he, he does coaching, for musicians, and so normally, he does big mastermind groups, four year commitments, like typical mastermind groups.
[00:28:08] And the way he normally brings in his clients is through a may event. Which obviously can’t happen. I, so he’s pivoting his model to doing group coaching programs and one on one coaching for people incentive is normal mastermind a way about going business. So he pivoted very quickly and he has a model that probably could survive all of this if he acts quickly.
[00:28:34]we have another client of ours who, what do you say that why? Why, if he asks you quickly,
[00:28:39] CK LIN: [00:28:39] why do you say that?
[00:28:42] ANDREW GOTLLIEB: [00:28:42] Because you only have so much cash in the bank. I see Ron. Right, right, right. He had only so much of a runaway until like revenue needs to become again. we have another one of our clients who does a couple retreats.
[00:28:55] I see. Very similar kind of situation, you know. You can’t do in person. Couple of retreats, for the foreseeable future. So, she shifting her model. I learned this morning very quickly into organizing some type of, you know. Coaching program, like a three to six month commitments instead of a weekend immersion with her.
[00:29:17]I’m still not clear on the details, but she has a big enough business that she has a resources to pivot and she acted pretty quickly to get this new model up and moving. So it’s, it’s possible both of them have been, in the digital space for. Three plus years. So they had a solid foundation. And I think that’s the point of like, it’s really just about them recognizing their business model is kind of after the moment and pivoting and shifting as quickly as possible to replace that revenue.
[00:29:48] CK LIN: [00:29:48] Have you seen a trend where any particular, adaptation is particularly, you know, thriving. The mastermind, the group coaching, the one-on-one or anything specific that just to like, Hey, this thing is a new trend where everyone’s going this direction. Anything like that.
[00:30:05]ANDREW GOTLLIEB: [00:30:05] you know, I, I’m waiting to see how those two offers play out.
[00:30:10]well, we’ve been advising our clients, and I think they’re at a different spot where they. Really need to replace a lot of revenue. we’re advising a lot of our other clients at that moment because right now I costs to advertise on Facebook are really at all time lows. the reason being is that there’s less competition.
[00:30:30] Just. Literally speaking, I, there’s less businesses advertising online. So that factor, and we’re all locked inside of our bedrooms. It’s nothing to do but stare at our cell phones. So those two have created this storm of what we call cost per impressions are at all time, low levels, I right now.
[00:30:52] CK LIN: [00:30:52] So that presented an opportunity right.
[00:30:54] ANDREW GOTLLIEB: [00:30:54] Correct. And so to answer your question, sorry, I pause for a second, is I were recommending a lot of our clients to shift if they are sturdy with their business bottle and offering more low end products for the time being, stuff that’s going to be. $200 or under. and it really focused in on list building, offering lower tier products.
[00:31:15] And in the same way if your service model business right now, honing in on your existing customers, making sure that they’re happy, really making sure their existing communities are, you know, seen and heard and taken care of in this moment. It’s an introducing, just offers that don’t have the price point barrier to still access a lot of this information.
[00:31:36] CK LIN: [00:31:36] Yeah. What you just said in that last sentence, actually, very simple, but very important and very profound. I want it’s worth repeating your, so if you think about know, like and trust your existing top customers already trust you, so that’s your top relationships. Now’s the time to really cultivate that relationship and make sure that they feel taken care of.
[00:32:01] Versus the ones that’s settled, then you can, offer, as you mentioned earlier, lower price point products to really take care of people who may not necessarily know you as much. And then, then, and now we’re separating you from the rest of your competition because everyone’s contracting. This is the time if you’re able to grow your influence, grow your leadership, grow your listening as a leader in your industry.
[00:32:29]ANDREW GOTLLIEB: [00:32:29] yeah, exactly. And I, I’ll give you another example of our client who shifted his positioning. she offers a group in one-on-one, more or less, you could call it sales training for coaches. And so, his before was much more around how to build and grow your coaching practice. His messaging now is much more of, I.
[00:32:51] How do you crisis proof your business people? Their mindset right now may not be as aggressive. Like, I’m growing and I’m scaling. It’s like I just need to preserve what I have and get through them. So that’s, he shifted up his positioning. and that’s how he pivoted. You know, his offer to the market right now.
[00:33:11] CK LIN: [00:33:11] Yeah. If you look at Maslow’s hierarchy of needs, you’ve got physiology, security, loving connection, self esteem, and self actualization. And then self-transcendence in the good times is more about aspirational. I want to grow. I want to transcend. I want to contribute at time of scarcity is more about in the base level of this massive needs.
[00:33:34] Yeah. Hi. How do I heighten my security, in everything that I do? So definitely in to that point and the very important one. Beautiful. My friend. I know you have to go very soon, so let’s do some rapid fires, shall we?
[00:33:47] ANDREW GOTLLIEB: [00:33:47] Yeah. Cool.
[00:33:48] CK LIN: [00:33:48] So, so we had basically focused our entire conversation on the outer game around marketing, geeking out on all these things.
[00:33:57] So in terms of managing one’s internal space, your internal sense of centerness and groundedness and security, do you have any tactical ways? Because I’m sure as someone who is here to help. You have a lot of business owners coming to you to get that sense of certainty in addition to helping them with their marketing.
[00:34:22] Is there anything else that you observe or you recommend or your advice to them says Chad, they can ground themselves before they make any kind of critical. Rash decisions.
[00:34:36] ANDREW GOTLLIEB: [00:34:36] Yeah. I try not to play therapists to, to clients, but I’ll, I’ll share what I do that allows me to stay. Yeah. so for me, I would say that the key component to everything for me is, fitness and working out.
[00:34:51]I’m a big believer in working out in the morning, so it’s been going on for probably three, four years now of working out. right when I wake up. and I think that goes just to being adaptable to the situations. Obviously my gym’s closed right now. So, I’m using beach body. I’m not ashamed to admit it.
[00:35:09]working out in my garage to Tony Horton, they have some amazing 20, 30 minute just no weight workouts. And I love it. I, it gets my heart rate moving. I’m sweating within five minutes, completely gassed. that always primes me for the day.
[00:35:25]CK LIN: [00:35:25] can you do it every day?
[00:35:27] ANDREW GOTLLIEB: [00:35:27] Yeah. I had in the last three, I don’t remember when I started this practice by, it’s been maybe once a quarter.
[00:35:35] I don’t work out, Monday to Friday. it’s very, very rare. It doesn’t happen. I usually either need to be, it’s either because I’m sick or I’m burnt out because I’ve been working out too much and I, my body just. Is there? No, that morning exercise. Anything else? Nutritionally, meditation, anything else that you do to.
[00:36:00] I’ve actually developed a better meditation habit. now that I’m quarantined in my home, previously I would go to the gym and then I’d shower and it gets my office space, and I’d miss my morning meditations a lot. So I’m actually meditating a lot more. Use the, Vishen Lakhiani six phase meditation.
[00:36:17] I’ve loved that for years. something that I’ve. Not being consistent on his breathwork. I was in a habit for about three months of doing breath work every night before I went to sleep and it really helped me chill the F up or F out. don’t know if I can swear on this cell. Just he’s that I, that’s, that’s something I found really beneficial to have a practice of winding down.
[00:36:39] I do my, Brendon Burchard journal, at night to kind of recap how the day was going. I do this in the morning too. and that allows me to chill out. I wouldn’t say I definitely more on the plant based side of the equation for my nutrition. I’m probably not the, best reflection of what a amazing nutrition would look like, but it’s pretty much a, a plant, based focused diet with meat thrown in every once in a while.
[00:37:03] It just, what feels good for me.
[00:37:05] CK LIN: [00:37:05] Anything else that you do to grow in yourself? You center yourself in this crazy time?
[00:37:11]ANDREW GOTLLIEB: [00:37:11] You know, I’m always seeking inspiration. And so before we turned on the podcast, we were talking about Aubrey, Marcus, so green people. thought leaders, influencers, whatever you want to call them, who I look to for inspiration. so try to, am I downtime? I’m continuously listen to podcasts, reading.
[00:37:31]I’ve been learning to teach myself how to code a HTML, which actually has been really refreshing, at night. So I would say for me, yeah, seeking inspiration and, just making sure I’ve hobbies to do outside of just work.
[00:37:46] CK LIN: [00:37:46] So are we Marcus HTML. Any other specific books or podcasts you would send them to?
[00:37:52] ANDREW GOTLLIEB: [00:37:52] A, I love Lewis house in the school of greatness. I love Tom. I’m going to butcher his last name, but from impact theory, I would say his name and correctly, so I’m not even going to try. I love David Goggins. I love Jocko a lot of times, like there’s like, when I’m listening to David Goggins, that’s because like.
[00:38:12] I have really low energy and I really need an infusion of, adrenaline, as he’s like, he’s so freaking intense. same with Jocko. He has that same vibe. I, Louis and Abra are much more chill and calm.
[00:38:26] CK LIN: [00:38:26] Mm Hmm. The way I would articulate this is if you look at the union sign. Gabe Goggins, Jocko yang all the way.
[00:38:36] Right? Versus Aubrey and Louis, how probably somewhere in the middle of, somewhere towards, towards the feminine a little bit. so to clear contrast, I think, for us is look at what emotionality that we are craving, then that could be a much more, energizing or activation to the emotionality data we’re going after.
[00:39:00] ANDREW GOTLLIEB: [00:39:00] Yeah. When I need to get shit done, it’s all about Goggins and a Jocko. But when I just want to contemplate life and about myself, it’s more about like the rich roll who was house awkward. Marcus . And what about socially and relationally? Do you have any specific Rachel’s to put yourself in council or advisory or mastermind type of conversation?
[00:39:27]I’m a part of a business mastermind, which is still been functioning in terms of social dynamics. you know, it’s a little bit harder right now. I would say what it’s put me in a position to is that I’m very intentional about the people who I’m still communicating with and having structured phone calls to stay in touch with.
[00:39:46]and actually like that. Better in a way is I, I would say that one of the biggest realizations I’ve had is how much FOMO drives by life and how many, you know, new moon parties I’ve been to that I’d rather not ever go to. And the amount of just things I put on my plate out of a feeling of obligation and necessity.
[00:40:07]and, And, and really just being reflective of who are the people in my life where I feel better after my interactions and conversations with them. And that’s the type of people I’ve been honing in on right now.
[00:40:19] CK LIN: [00:40:19] Mm. would you call yourself an extrovert or introvert?
[00:40:25]ANDREW GOTLLIEB: [00:40:25] I’m definitely an introvert. A nice, yeah.
[00:40:28] CK LIN: [00:40:28] I, everything you said, I’m like, Hmm. I can definitely relate to what you’re saying. There’s an internet meme of saying, Hey, my normal lifestyle, everyone calls it quarantine. And I thought that was really funny because that’s the way I relate to that.
[00:40:42] ANDREW GOTLLIEB: [00:40:42] So, yeah, that’s been I my big reflection too.
[00:40:45] CK LIN: [00:40:45] Yeah. So we, we talk a lot about different things.
[00:40:48]we talked about. Marketing tactics. We talk about growing an audience from scratch. We talked a little bit about your personal rituals. Out of everything that we are talked about. What’s one thing you want them to leave with? If, if they can just remember one thing. What do you want them to leave?
[00:41:07]ANDREW GOTLLIEB: [00:41:07] so as re listening to I, a couple of weeks ago, Viktor Frankl’s man’s search for meaning. And funny enough, yesterday I, I was texting about it and then I heard Victor Frankl, man’s search for meaning brought up in two different podcasts I was listening to yesterday. and it wasn’t a Facebook ad, so they weren’t listening to me.
[00:41:29] It wasn’t an ad. It was like a genuine podcast. They brought up his name and. What I love about that story is, and that’s in such an extreme situation of you always have the ability to dictate your reaction to your circumstances and situations. and that’s always, that’s always really rung true for me.
[00:41:50] And I think right now is, we’re not in concentration camps, obviously, but it’s a extreme situation for most people. And the only thing you can control is your reaction. To what’s happening. And I think that’s a lot of putting the power back in your, in your shoes of that’s what you can control. So.
[00:42:12] Understand that and move forward.
[00:42:14] CK LIN: [00:42:14] Yeah, absolutely. I love the way how, I can’t remember exactly. I believe it was a Ted talk. He says, responsibility could be break broken down to response ability. You know, it’s are a human. What’s unique to human beings is our ability to response in spite of any kind of circumstance that we are in.
[00:42:35] We can relate to this as a, as a tragic event, which it is, but we can also relate to this as a hidden blessing. There’s a hidden blessing and then silver lining behind all of this. And I hope that people who are listening to this particular podcast, number warrior can not just own, their emotions. whatever sadness or guilt or anger, whatever emotions are going through.
[00:42:58] At the same time, also look at what are some of that growth opportunities of blessing. The hidden opportunities are there. So thank you so much for being here. I know that you got to go. So I’ll re respectfully, sh. just cut our interview short, but hopefully, we can do this again and share more of your wisdom and tactical suggestions for our listeners.
[00:43:22] Thank you, Andrea, for being,
[00:43:24]ANDREW GOTLLIEB: [00:43:24] thank you for having me on.