00:00
You're listening to the Radcast, a top 25 worldwide business podcast. If it's radical, we cover it.

00:13
Here's your host, Ryan Alford. Hey, guys, what's up? Welcome to the latest edition of the Radcast. I'm Ryan Alford, your host. We say if it's radical.

00:24
We cover it. My friend here today is here to talk about radical coaching and radical ways to take knowledge and turn it into money. We're talking to Tanner. Tanner Tiddeser, what's up, brother? CEO of Elite CEOs or founder. I got too many titles. I'm CEO of CEOs. That is a title though. That's a great title. The CEO of CEOs, Tanner.

00:48
Thanks for having me, man. Yeah, I just wanted to, I wanted to make sure people knew what it was about when I built it. So that's what I want. There you go. It's like the superhero of CEOs. I like it, man. Coming through you from Hot Miami, my business partners down there. I know you just getting back from your world tour sounded like I was jealous. Lucidy Tanner pre-episode talking about his world travels, man. I'm jealous. Yeah, it was super fun. I think I was going to go, like I was telling you prior, I was going to go for the year, but.

01:17
I got six months. I got to see a little bit of Europe, not as much as I want. Africa was amazing. That was actually probably the coolest and destroyed South America. So I think next time I go out, I'll start in Europe and Asia. That's my plan. There you go. I'll just live vicariously through you watching your, I'll continue to watch your feed with four kids and five businesses. It gets a little different with children in the house. Yeah. I was actually one of seven kids. So.

01:44
I'm not sure if I'm going to have any because of that, but I can relate to these growing up in a household like that. I don't have any of my own, but I can totally imagine how your house looks. Maybe one day. Tanner, man, let's start from the beginning, brother. We talked pre-episode and I liked hearing, just because I went through some similar, let's say opportunities. We won't say struggles, opportunities. Every door closes and another one opens. Let's give everybody a little background on you before we get into everything going on with elite CEOs.

02:12
Sure. Yeah. So I grew up, like I was saying, family is seven kids and I had four sisters, two brothers. So I would say I'm, I was a little bit of a weird kid or maybe a strange kid because I had my two older sisters. They put me in dresses and tea parties and I had no older brothers. And I don't know why my dad would allow that, but got through school, started getting bullied a lot. And around sixth grade, I started asking my parents if I could go to the gym before school

02:42
I was going to beat these kids up. And after about three months of doing that consistently, started getting a lot of respect. And that actually is what propelled me into sports. And I started really excelling in sports, got to play a little bit at the D1 level, didn't really go anywhere, got hurt a lot, probably also wasn't going to be good enough, but my whole dream was to go to the pros. And then when that ended, I had a discussion with a mentor who knew my family. When he actually convinced me to drop out of school, I was at...

03:10
petroleum engineering, have a year left, really good GPA. But he just said, man, if that's not what you want to do, you're wasting your time, start your business. And then I spent the next three years trying to get this business off the ground. I made probably two grand the first three years and I was about to quit and go back to school and then it took off. And I started a fitness company, did super well. That propelled into helping trainers and then that propelled into elite COs. And now we're about what, coming up on six years and it's been...

03:40
Huge blessing in my life, just changed it. Hey man, congrats. I also talked to ex-athletes, and I actually had a guy that's doing some mentoring with ex-athletes because of some of the struggles they have transitioning from the highs of being at the highest level, athletically, then transitioning. But I told him, and I agree, like if you can get the mental thing right, or flip that switch, and take all of that, I don't know, discipline, desire.

04:08
coachability and all that and flip it into something in a career, it tends to work out very well for either someone you work for or yourself. And so it's like you've channeled it into your own thing. It sounds like. Yeah. I think with sports for me, it just, you face a lot of adversity in a lot of different ways. And I don't know if I would have been ready for that in the real world, because a lot of times in the real world, if you don't want to face any adversity, you don't have to, you can just quit.

04:36
and stop and in sports, you don't really have that option. The coaches say, hey, you got to do this, you do it. If you have other athletes on the team, you have to compete against them. I agree with you. I think a lot of stuff in sports translates very well. What's, I see there's so much of the coaching and the online moneymaking, the, I'll call it the sizzle. I'm a marketing guy. I talk about sizzle and steak a lot. There's a lot of sizzle. There's not always a lot of steak. And so,

05:06
What I wonder when I see a guy like you that seems to have really turned it into both sizzle and steak, what's the differentiation for the average guy, girl, I guess age doesn't matter, but it's just I see the young guns. I'm going to get rich online. But what is the difference? What makes it go from sizzle to steak in maybe translating into what's made you successful?

05:31
Great question. For me specifically, the first thing is I was just willing to outwork anyone. I was working 18 hours a day for a long time because I just felt I had no other choice. I think outside of that, the thing that's really helped me compared to others, there's really two things. It's either you have a really big organic following, which really is not my thing yet. I'd love to have that. But you'll see guys who have maybe two, three, four million subs on YouTube. And so they can just pump out anything they want and people will buy it or.

05:59
The other way is you just have to be really good at building a team. And where I see most people struggle is it's just so hard to find quality talent and get them to perform at the level that maybe you would. And that took me a long time to understand because I'd hire someone, I'd show them something twice and then they keep messing up. And I'm like, man, how many times do I have to show you? And the answer is you got to have to show them forever, depending on the position. And then the higher or more you pay someone, the less you're hoping you have to show them. But.

06:28
I think it's really the biggest issue in the online industry or like education industry is people view it as quick money. And then when it comes to delivering the fulfillment, they don't really put time into their teams. And so the product just is not very good. And yeah, 80% aren't, but it's hard to win for long periods of time because the nature of the industry already is it's scammy. That's how most people view it is it's not scammy, it's icky, it's gross. And I got into the industry not.

06:57
Really, I just didn't know what else to do. That's what my mentor showed me. And I am starting to transition into other types of industries. I just went in there and did the best I could do. And I think I've built a really good team and that's a very hard skill to learn. So I got about a team of between 85 to 100 at any time. And yeah, I mean, it's, I think it was that because that's what allows you to step out and keep that sustainability because otherwise you just, I feel people burn out because they're just having to do too many things on their own. Yep.

07:27
of good insight there and to unpack. I want to start with where you started, which I actually owned the trademark to a phrase that's called it pays to be known. It pays to be known. And like you said, when you have and build an organic following, real following, you can monetize it in a lot of different ways. And it's not just to take advantage of them and make money on them, but you're bringing value to them because they follow you for a reason. But.

07:56
when you start to build that audience, you can turn it on in a lot of different ways. And I think that's the first thing you described is if you have that built in, it gives you a leg up at the beginning. At least that's how I'm interpreting what you meant. Yeah, so I built my company predominantly on paid traffic and paid traffic works and it's great, but there's ebbs and flows. Like sometimes it's good, sometimes it's bad.

08:23
If I could go back in time, I don't want to say I would have done something different, but I would have taken more care to build maybe a YouTube channel. I'm actually trying to do it now. But if you're able to do that, what happens is I'd say about 60% of my operational cost is marketing. So if you cut away 60%, that can take your margins from 30% to 40% or 70% or higher.

08:48
If you're making 70% margins, it's just very easy to scale and very easy to run a business. And it also takes complexity away from the business, because I'd say a lot of our time is spent on the marketing. So then you only have to focus on fulfillment. It just simplifies it quite a bit. So you can win with paid traffic, but it's it takes more skill. I think you have to be a lot more skilled to do that versus building an organic following because it just drives your cost of expense down. That's right. Let's back up for the audience. Elite CEOs. Let's get down to the nitty gritty here.

09:19
What is it? Who are we serving? Who are we helping? Let's just talk nuts and bolts about what the company does and is. Yeah, originally I had a fitness company called Fit Warrior and I did. I built that very fast and very quickly. A lot of trainers started noticing. I originally never thought I was going to be a business consultant. I actually hated business consultants. Like I just did not like them. And I had a lot of trainers ask for help. And so that actually turned into fitness CEOs and then more people outside of trainers started to help.

09:48
And so that's actually how Elite CEOs came about. We really have two demographics. I'd say like we still get 50% of our clientele are trainers because I just built a name in that industry. And then the rest of the people that are like, I consider non-trainers. I guess all online, just to be clear, cause we're gonna fit this in its essence is in-person sweating guts. But just to be clear, we're talking purely online businesses. Correct, yeah. So trainers that would wanna go online or business owners that wanna go online.

10:18
You know, the people we serve are usually selling high ticket products. It's easier for us to charge more. It's easier for us to make sure they get results. They're selling it over the phone. I've seen anything. A lot of times when people think, who are you serving? It's when they're teaching some type of aspect. So it could be like day trading. It could be beauty consultants. It could be salons. It could be gyms. They're giving some type of service based business and they're able to charge a high price. Reason we can't really look.

10:46
work with companies that charge low prices is it's just we can't make any margins. So if I charge, if I charge them 16 grand and they're making a hundred dollar sales, they're just never able to recoup their investment. But those are really the companies we work with. And then we just help them A to Z like marketing, sales, fulfillment, hiring, training, recruiting. We got a pretty vast operation, but I think it's helped us compete because not as many people can do it. And that's why I have such a large staff. For the layman's out there. I'm, I have a skillset.

11:16
maybe being a trainer, excuse that way because of your background, and you're helping them turn that into an online business through which they're coaching or upselling high ticket offers. Yeah, so the way I actually did it is I was a trainer and I realized, hey, this is capped out very low, this isn't gonna get me where I wanna go. I love fitness.

11:40
So I got to figure out how can I turn fitness into something that could make me a millionaire. And so what I realized is if you go out and you learn how to build a social media market online, do sales calls over the phone, I could charge infinitely more money, which a lot of people, they don't get that. I didn't either. But when I made my first sale at 1500, I was like, oh my gosh. And then I made one at two and then three. I made a sale like six or 7,000 one time for the CEO. At the end of the day, all you're doing is you're doing communication through the phone and then you're sending them the plans. And so.

12:09
I just tell trainers, think of it as you're doing all the same stuff minus the workouts. Because most people, what they're paying for in person is you to sit there and watch them through the workout, which is actually the least important part. And that was actually my big selling point is I said, look, the biggest thing I'm going to do for you is nutrition. That's 90% of your results. All these other trainers, they're going to focus on the workout, which really doesn't matter that much anyways. And it's usually illegal when they're working at the gym to do that. And there's super gray lines and all that type of stuff.

12:39
will definitely fire trainers for that. But when you're online doing your own thing, it's like, there's no one really telling you what to do. So that's how I built a seven figure company, just selling packages over the phone. That's what I did. And then you would train them with diet and training, like you just described with that. Yeah, so I would give them an app where it would have their nutrition and their training. And then they'd have access to me one-to-one. And then once a week they do a sheet. And it was easy because

13:08
A lot of these people, they just don't even, they don't even understand nutrition at all. They don't even understand calories. They don't know what macros are. And ultimately fitness is not that complex. It's eat less, move more. So I would just build a routine that would be flexible for the things they wanted with parameters. And that's how I sold them. It was like, Hey, I'm going to set it within these parameters. And they stay within the parameters. They lose weight. It just wasn't that complex. And so they'd be super excited.

13:32
because typically when people are paying for trainers, they're going to the gym, their diets don't change at all. So they don't look any different. And so I would focus more on the nutrition. I wouldn't care how much they worked out. I'd be like, I give recommendations, but I'm like, hey, as long as you follow the diet, you're good. And you can still have some treats as long as you stay within these guidelines, which is just if it fits your macros. And it just felt, I don't know, my clients, it just felt like it blew their minds. It was just this mind blowing concept for them, which for me, it was very simple.

13:59
Not to get too sidebar on the diet and the fitness side, but it's so true though. Like I can go beat myself up at the gym and I know this and I'm like, I can't outwork the diet. I'm 46 now. I couldn't outwork it at 36 or 26 either, but it's like, you just can't. It's a side, you thought you were coming to learn about coaching and scaling and all that, but we're here to tell you, you gotta watch that diet if you wanna look like you want to in the mirror.

14:29
Absolutely. Tanner Tiddeser here, CEO and founder of Elite CEO. So Tanner, talk to me about the core of, okay, you're teaching people, let's get to the nitty gritty. What exactly and how do you set them up? And then you've got a system online. I looked at that. It was pretty sharp. I was like, I actually want to talk to you after this about personal things. You're getting secrets here of wanting to get ahead. But in all seriousness, let's talk about what's the nitty gritty for how you do this, how you set them up.

14:59
Yeah, so when a client comes in, they get a one-to-one coach. And so that coach is working with them throughout the entire program. They get a portal. That's like A to Z videos on anything you can think of. It's like text messages, emails, opt-ins, pages, funnels, all that type of stuff. They also get access to a Facebook group. And then we also do live events, usually once a quarter. And then we just coach them all the way through that. And you know, what most people struggle with is.

15:25
They may know what to do, but they're just terrible at it. That's just the truth. And so they're not good at messaging. They sound weird on the sales calls. They don't know how to set up fulfillment. Maybe they suck at tech. They don't understand marketing. They don't know how to run ads. And so most of our time is training and coaching relentlessly on those things. And then I forgot, we also have daily office hours and coaching calls. Office hours is like a Q&A, and then the coaching calls will be on a specific topic. So we do a little bit of a hybrid model where.

15:54
I'm not a huge fan of group because usually group just is not groups. Fine for guys like me. It's not really great in my opinion for super beginners, but we do the daily to they have two group calls a day and then they have unlimited with their coach. So essentially they could have three to four calls a day if they wanted. Plus they have the portals and the live events and all that stuff. So that's the best way I found to do it where it's the mix between the clients get the best results and your business is able to scale. You could go to group, but.

16:22
The clients just don't get results and they seem to get a lot more upset from what I've seen in the past. What's the... I love giving value to the audience. You don't have to give away every secret. I'm an open book with secrets, executions, everything. The...

16:38
I'm trying to grow coaching. What's something that might make someone pause because they'd probably be surprised or I might be surprised at how well it works like with lead generation for high ticket? Like what's like the building blocks of that? Yeah, so honestly, the way I did it, a lot of people, when I was coming into the industry like four or five years ago, they would run a lot of webinars and they'd run stuff straight to a page. So...

17:04
For anyone listening who doesn't understand, if you see an ad on Facebook, you click on it, it usually takes you to a page where then they ask for your email and then they send you a presentation, then you get a call. And that just never really worked for me at all. I just couldn't ever get results. And so what I did is I actually started messaging each and every lead individually. And that's actually what made all the difference. And I grew eight figure company just giving that personalization one-to-one. So one of the big building blocks of my company and what we help clients with is

17:33
really learning how to message leads and set up calls. Text message, DMing, or are we talking about? Really DM. Yeah, text works as well, but I find that DMs are a little less invasive or people, they feel like they're less invasive. And so that's actually a cornerstone of building my companies where we follow up with pretty much every single lead individually. And it takes a lot of pressure off the marketing and it makes it a lot more consistent because they're getting.

18:00
What about this? And then also it makes it good for the sales team because by the time they get to the sales call, they're much more qualified than if they just clicked on a page and opted in and booked on their own. So that actually, it's a lot harder. It sounds easy, but when you have, when you're doing millions of dollars and you got 12, let's say 12, 15 people in there, you have to create a pretty unique system. And that's really helped us scale over the years and stay on top, I think. What's the, okay. So it's the personalized messaging once they get in the funnel though.

18:29
Let's get them in the top of the funnel. Yeah, so it'll be an ad typically to a message. So you message your Facebook message and then it'll fire an initial link to the funnel. And then you hit them on both sides because if they book a call automatically, great. If they don't, you can message them. And then on top of that, your team can call, email, text. So you're just hitting them from all angles. And then you can do backend automations to the Facebook group, retargeting ads. So...

18:56
That's what I found is you just buy or die. You just hit them until they either take action or they unsub. And that's been our protocol. Every time we've only ran stuff straight to the page, it just has never performed as well for us, at least in our industry, each, every industry can change, but that's what we've seen in our industry. How do you find high ticket?

19:16
Usually, it's $1,500 or more. One time or monthly? No, it can be one time or monthly. Everyone has a different definition, but usually for me, it's about $1,500 or more. If you're charging less than that, it's not usually worth it. So that's what I've always done. And it creates a lot of margins so you can grow teams and pay people. There are ways you can win with lower priced items, but I usually find it's much more complex and it's not really for beginners. Tell beginners, I'm like,

19:44
Low ticket is for experts. High ticket is for beginners typically. It's always fascinating to me. So I came up, I'm like a hybrid guy, came up analog slash digital. Like I own a digital agency now, but came up in the crux and worked on some of the largest brands in the world. And we've done this transition and a lot of my, I don't know, age bracket of things that I think would be like high ticket buyers.

20:13
I think LinkedIn. But then I've grown personally the last six years on Instagram, like at least my personal profile. And I know everybody's on Facebook. That's kind of like the last, the first of the everyone. But like, where does LinkedIn play for you guys? Or does it even play at all? Versus Instagram, versus Facebook, in trying to get to high value, high net worth individuals.

20:42
Yeah, that's a great question. So you're not really, it depends on your offer, but typically you're not going to find super high net worth individuals who are scrolling on Instagram and Facebook and coming through that way, maybe here and there. But I think that's actually a lot harder. A lot of those might sit on LinkedIn, but LinkedIn ads are super expensive. So in the beginning days of my company, we were spending upwards of half a million dollars a month on Facebook. And then.

21:09
In year three or four, it just shifted and all the quality on Facebook started to suck. And it shifted to Instagram. So we usually run most of our ads to Instagram for whatever reason, that seems to be much higher quality now. We don't do as much on Facebook. We try on YouTube, but YouTube has been tough lately, but YouTube also has pretty high quality because it's search. LinkedIn, we don't really touch. And mostly that's just because one.

21:34
I just think people are outreaching a lot more there. It's not, people will go on Instagram and Facebook just for that. LinkedIn is literally, it's all business owners, right? So everyone's lead-genning and so forth. And the ads are also super expensive. So again, it depends on your industry. Some people I'm sure make it work. Some people, hey, LinkedIn's amazing. But for us and for my company at scale to consistently get that client, it's usually been Facebook or Instagram. And in the last two years, it's been predominantly Instagram. Yeah. And so you're finding...

22:04
I don't know, six figure plus earners at scale on Instagram? Yeah, either high five or six, yeah, but typically that's been our bread and butter. I would say this, like all the years we've done it, COVID was like by far the time like we were just had the lowest cost of acquisition. Everyone was indoors, everyone's wanting to move online. All makes sense. Right now.

22:29
I don't know if people, I don't know if the news is saying there's a recession or not, but it feels like it. It feels like people are being a little bit more tight with their wallets right now. And I've seen a lot in the last six years, but Instagram is our predominant channel right now. Yeah. Never in time have we been more tried to be talked into a recession than we are, but even though we're actually beating it in spite of the news trying to talk us into it. Yeah.

22:53
There's definitely less money in the market from the COVID stuff, but that's, most of that money has been spent for two years. I think we're doing better than we think we are. And the news is starting to give up the ghost on the recession. Because I said in December and January, and I've got it on record that this would not be a recession no matter how much we try to be talked into it. But I do think people are being more careful with their money, but the data shows we're not in a recession. So anyway, I'll try to stay off that soap box.

23:21
Yeah, you're good. You're good. Tanner, what's up? So we're getting leads. We're teaching people how to scale. What makes or breaks this for people? Like, I know it started that whole the whole interview with what made or break it for you. But like you said, some people suck at marketing. Some people, but if they follow the system and they're truly driven, what does ultimately make or break for people? If I just was to go off my best clients and worst clients, the best clients are

23:50
usually good at sales and they're good communicators because all direct marketing is typically is you're having conversations in the DMs or you're having a conversation on the phone. And that's where it all starts. You can't make sales, you can't grow the company. So most people, if I was going to give you an analogy, it's like all the guys, they're like, oh, I'm really good at talking to girls. But when you see them talk to girls, they're not. They're horrible. And they say weird stuff. That's the issue is people think they're saying the right things, but they're not.

24:18
And so I would say 80% of my program is making sure and auditing that they're saying the right things because people will be like, Oh, I'm following the system, I'm doing it. And you go in and you say, that's weird. That's wrong. That is not what you say here. That's completely off. And it's a skill you have to learn. And the thing that helped me is when I was younger, I did door to door sales for about eight months, six days a week, about 12 hours a day. It was two hours to area, eight hours knocking two hours back.

24:44
And so when I started my online business, I was like, oh, this is a joke because these people actually want what I'm selling versus door to door. They'd come to the door with guns and knives and fire and brimstone. So I just think most people, when they start a business, they've never done like any formal communication or sales. Some of them haven't even done anything really hard. And so they don't really understand how to communicate. And then they also don't understand the amount of volume. Oh, I sent 10 messages. I'm like, yeah, send like.

25:14
100 more and then come back. Like it's also a volume game a little bit in the beginning, because if your skills are low, you're going to have to work harder than I am to get the same amount of sales, but that would be the biggest thing I say, just lack of sales skills. Like they don't know how to communicate very well and they don't know how to sell. And so they never really get it off the ground. Everything else. If you can get sales in the door, you can mess up for a long time and fix it later. But you got to get money door to keep the business alive. Yep. Is you say.

25:43
You still doing a lot of trainers. What are the, maybe the other sub segments of typical coaches that you're on boarding? Yeah, I say like a lot of, we get a lot of stock traders. We'll get some automation experts. So that could be like YouTube automation or Amazon automation or Walmart automation. We'll get beauty coaches. So like they'll show ladies how to grow their beauty salons.

26:07
We'll get a lot of ad agencies, right? So they'll run agencies for different types of companies, real estate, so a popular one, especially like wholesaling or Airbnb. It's a lot of, it's a lot of teaching. Obviously it's a lot of service-based businesses and that's a gist of them. I know we get more, but I'll be honest with you. I've been out of fulfillment so long that that'd probably be a better question for my team, but those are the ones off the top of my head. And so they're trying to turn their knowledge though, into cells, right?

26:36
At the end of the day, it's like, how can they sell their knowledge and package it? Correct? Yeah, exactly. So when I was a trainer, I just took what I already knew in person, moved on online. People started asking me for help. I just took, okay, here's how I built my fitness company and you're just showing them the backend. So a lot of times, yeah, like one of my clients, he's an amazing day trader. He has ran a hedge fund and he's, Hey, I'll show you guys how to do the trades and all that type of stuff. And that's typically.

27:06
what does the best. You don't always have to do that, but it's easier typically when it's revolved around money. It's got to be money, health, relationships, right? And so as long as they know either, A, I'm going to get better dating, better relationship with my wife or more money or more health. Those are usually the sectors that do the best when people go outside of that. And there's not one of those three things is improving. It's really tough. Yeah. So

27:29
That's kind of what I've seen. Do you guys coach people on refining the offer or the, you know, what, okay, I'm good at this. I've got this knowledge and helping them package that. Yeah, a hundred percent. That's one of our core pillars. That's the first thing we do when they come in. I'd say the biggest issue we have is if someone comes in, they have no idea what they want to do. So if someone comes in, they're like, hey, here's what I'm thinking. This is great. The reason sometimes it's.

27:55
This is just on a side note. The reason it is an issue at times is because if it's your idea, not theirs, they don't get very passionate behind it. And so we really try to push either to bring people in who already know what they want to do, or we're like, Hey, look, we'll help you set it up, but you need to be the one who you tell us what you want to sell. Because if you start, what happens is we'll tell, if you tell them, and then they start getting hit in the mouth and they're not succeeding.

28:19
we notice like they're more likely to quit than the person who's, hey, I'm a trainer. I'm really good at this. I just need to learn marketing and sales, for example. Yeah. How does like organic social media play into all this? Like whether it's their business or their personal feed, do you guys give them coaching on that? And how does that dynamic play into all of it? Yeah, we definitely help coach them on what to put in their bios and what pictures to post. To be frank with you, my first...

28:47
Two years of business, I didn't post on social media at all because my ads were working so well. And I would just make sales from messaging people organically. So I think a lot of times the funny part is people get really caught up in I got to post organic content and build a following and really you don't have to do that till later down the line, if at all. I built my whole business pretty much with paid ads and I didn't post for two years because I was like, okay, if I message.

29:13
these followers or I would even message strangers sometimes and I get them on a call, I'll make money and so that just reinforced that my time should be spent doing that. So we do help with it, but there's a huge fallacy typically that A, I have to have a big following and all that type of stuff and the reality is where you really don't, there's a lot of rich people who don't have followings. Obviously it can help. Yeah. But it really comes down again, it comes down to sales and if they're good at sales, everything else is really easy after that. Is everything you're running is an ad like object?

29:42
So what I mean by that, is it truly okay explaining what you're selling and like getting the lead? Or is it ever? I live again back to the world I grew up in, you had brand and then demand. So branding, how do I build trust and authority? And you're telling about what you deliver, but it's not a hard course. I know today, get it now 20% off, you know? Yeah. Most of the stuff we run is to a training.

30:11
or a video or a download. And more times than not, it's something specific, right? And most people, they want stuff on leads, they want stuff on sales. Even if there's other stuff, there's a saying, give them what they want. So you can give them what they need. Most people want stuff for sales. So most of the time we're doing it to a free training. We actually are not selling stuff a lot on the front end, but.

30:36
they know what's going on, right? So they're like, hey, we're going to click on this ad. I'm going to get something. You guys are going to lead gen me. I get, I at least I would say most people do, but we're usually giving away free stuff. And then we're selling on the backend. The only time we'll sell something on the front end is if it's really cheap. And it'll be like 37 bucks, seven bucks. And then we'll just slam them with our sales team on the backend to get them on a consultation call to upsell something. Got it. So lead magnet is a common term, but it's.

31:05
You're giving away something that to then the ones that are serious about it, giving them something that's worth buying as the second offer, so to speak. Correct. Correct. Hey, you got to give value before you take it. That's the lesson. And it also makes it easier cause it'll drive your costs down. And for anyone who's listening to the book, Ready Fire Aim, I really liked that book because

31:31
The main concept in the book for scale is it actually says the metric you should measure is how many leads you get. And if you're focusing on increasing the amount of leads you get, you will make more sales and that's actually a great number to focus on. So it's always around how can we get more leads? And so whether you're selling something for a low price and then you're upselling on the backend or you're giving away free content, as long as you're getting more leads, it's going to turn to more sales. Typically, unless you're like your team's not good, but if you're getting a lot of leads, I'm assuming you already know what you're doing.

32:00
Bingo. Yeah. I don't know. I'd never heard that term. I will say the one quote, your quote guy, I can tell like me, the give them what they want so you can give them what they need. I'm going to use that one. I hadn't I've heard about I thought I heard them all. I haven't even heard of that one. But the ready the I used to fire aim ready all the time and I had never heard that there was actually a book or anything. So I'm going to I get to claim like the second copyright on that because I used it like 10 or 15 years ago and at a meeting with a client.

32:28
And it just came to me. I'd never read. I'm not bullshitting, but I love that. I got to read that book though. Let's see. Yeah. It's a ready fire aim by Michael Masterson. Yeah. And it literally goes through and says, okay, here's what you focus on. It goes zero to one, one to 10, 10 to 50, and then 50 to a hundred. And the main thing for most people when they're trying to scale is that's not the main thing, but the big thing he says to focus on your marketing is just literally only focus on getting more leads.

32:57
Right. Like just getting as many leads as humanly possible. And then that's how you'll scale your company. It's just constantly focusing on how to get more leads, which sounds simplistic here, but the premise, the premise is just if you're getting 5,000 leads, figure out how to get 7,000, then 8,000, then 9,000. And that will translate into more sales on the back end. Tanner personally, what makes you happy, brother? Why keeps you going? Yeah, that's a good question. I just, I actually, when January stepped out of my company,

33:26
for a little bit, so I still owned it, but I let other people manage it. And I started traveling the world. And part of that was, there's two reasons. Part of it is that although I'm really proud of the company I've built, it's not gonna be the end all be all. There's other things I wanna do. And there's bigger opportunities, I'll say that. Warren Buffett talks about there's better vehicles. And I think this is a great vehicle to start your career in possibly, but I think there's other places I wanna go. And then, yeah, I was trying to figure out what I wanted to do next.

33:53
answer some life questions. I don't have it all figured out yet. I still think I'm in a discovery phase. I'm 31, just barely turned 31. So I think I'm in that phase of like, how do I wanna live the rest of my life? But to be honest, it's funny, like when stuff is hard, a lot of times we wish it were easier and we, man, I wish I could go on vacation, do all these other things. The irony is typically when I feel my best is when I am working really hard, when things are difficult.

34:19
When I've had a bad day, it's ironic. Yesterday was probably one of the worst days of my life. There were so many bad, there's probably six or seven pretty, I'd say bad things that happened that most people would be like, holy, holy shit. Yeah. And I'm like, I'm doing these like daily rants now. That's part of my content my team wants me to do. And I don't know, it sucks, but I feel happiest, I think, when I'm lost, like trying to be the best I can be. Like in all aspects, personal development, business, pushing myself.

34:49
and you're there at the end of the day and you're exhausted, but you put in like a good day's work. And I think ultimately that's what we're here to do. I don't think any amount of like hedonism is like the answer. I'm not saying like you can't do it sometimes, like I'm not here to debate like zero or like a little bit, but I do think that being the basis of your life is not the right path. I do think it is getting lost in a good cause and hard work. Like the, for anyone who knows Alex, who Alex Hermosy is, that's a premise I align with a little bit more

35:18
Most, some people will say he's over the top. That's not for me to say, but I think the thing I do is he's really about, he just really wants to work hard and he gets a lot of fulfillment out of that. And I'd say that's the biggest thing for me is just doing that, just trying to be the best I can be. And even if I fail, like, I don't know, it's okay. Cause that happened to me in sports. I wanted to play in the NFL and when it didn't work out I was able to walk away knowing I did everything I could. So that was like a very rewarding feeling. Yeah.

35:45
And look, dude, if you had the worst day you've ever had, or one of them yesterday, but then you had the fortitude like to come on this interview and suck it up. And, but, and I sensed maybe a little bit. I've got a good read on people, but maybe there was a little bit of, I didn't know it was the worst day ever, but no, but it says a lot that you kind of, you put it on, you go, you're, you wear your, you wear the wins, you wear the losses and you make the best of it. And I think, I think anyone that hasn't ever had satisfaction from working hard has never worked hard.

36:13
Yeah. And you said you like quotes. So this is actually one of my quotes on my phone. And the quote is, whenever I get to a low point, when I think, why do I even bother? I just remind myself that it's this is where most people quit and this is why they don't win. And so yesterday I was like really reading that quote a million times because I just wanted to quit. And it's a mixture of business and personal. So it just it was like all at once. Yeah.

36:39
But I think that's the goal is you can't have an extraordinary life doing ordinary things. Like you have to have easy times, excuse me. So it's like you can have an easy life and an ordinary or you have a hard life, an extraordinary. And so I think the irony is we get upset sometimes when we have these difficult times, but that's what makes our extraordinary lives. And so I'm just trying to lean into that more and push through. And so it raises your bar where if this is all you can handle, every time you handle harder stuff, it just keeps raising until.

37:08
You know, your ceiling is like just so far above other people. That's how you can set yourself apart, I think. Yep. It's just like going to the gym. You start stacking those weights and go higher and higher because you train yourself and it's similar type thing. You want a radical life, you got to be radical. And my friend Tanner is radical. I really appreciate you coming on Tanner. Where can everybody keep it up with you? Yeah, just honestly, anywhere on my social media channels, I don't think there's very many Tanner chitisters. So if you just type in my name on YouTube.

37:37
Google, Instagram, like you'll find me and I'm trying to grow my content. This is like the first time I've really tried to push. If you guys hear this, like give me some feedback and let me know what you guys wanna see. Yeah, appreciate you coming on brother. I really appreciate your story and opening up there at the end and I wish you nothing but the best of luck. Sure, yeah thanks for having me Ryan, appreciate it. Hey guys, you'll find us the radcast.com. Search for Tanner, you'll find, I think he's the only Tanner we've had on the show after 300 plus episodes I think. You look for Tanner, search just Tanner.

38:05
You'll find all the highlight clips and the full episode from today. We'll also have links to all of Tanner's content and social media channels. And you'll find me, I'm at Ryan Alford on all the channels. Verified before you could buy it. We'll see you next time on Radcast.

38:20
To listen or watch full episodes, visit us on the web at theradcast.com or follow us on social media at our Instagram account, the.rad.cast or at Ryan Alford. Stay radical.