Dan Henry - Carnival Cotton Candy Salesman To Digital Millionaire

SPEAKER_01 0:04

This is the Beyond the Story podcast, a show that goes way beyond the story. Dan Henry's in the house. What's up, dude?

SPEAKER_02 0:28

What is up? How you doing?

SPEAKER_01 0:30

Man, if I was any better, my last name would be Henry.

SPEAKER_02 0:34

That's good. I bet you say that's all the ladies.

SPEAKER_01 0:37

I do. I do. Quite the ladies, man. So uh it's a terrible time for a single guy in Miami right now, like this social distancing, you know. So there's there's no dating.

SPEAKER_02 0:47

Yeah, I guess you're not getting too many dates right now. No, no.

SPEAKER_01 0:49

We're like, you know, I'm I'm I'm planting seeds on, you know, bumble, yeah, if you will. So you and I were talking before the interview here.

SPEAKER_02 0:56

I uh lay the found lay the foundation.

SPEAKER_01 0:59

Yeah, absolutely. You know what I mean? It's like giving away the free, you know, give me your email address and I'll, you know, I'll take you out for coffee after all this. So you and I talked a little bit before the interview here. We I I found you uh just some via some random video that you shot with your phone um walking around and giving people a tour of your um of your crib. And um I've I've quickly learned that you were a marketer and then started to follow you a little closer. And then your most recent book came out. I hit you up on Instagram and I've talked to your team back and forth, and then somehow we were able to get on each other's calendar uh to chat about your brand new book. If you're watching this video right now, you're looking at the copy of Dan's book here. It's Digital Millionaire Secrets. This isn't a bunch of bullshit. This is a dude that actually went from nothing to something just by sharing and teaching people what he did in order to gain success. So that was the most attractive part to me as far as starting to consume your content, Dan, is the fact that, you know, there, there, there, there's a lot of noise out there pertaining to marketing. And everyone and their brother has a course or has this expert, you know, here's a picture of me on a Lambeau, here's how you can make a bazillion dollars uh you know overnight. And and I I would venture to say that 80 to 85 percent of those people have never even put in a fraction of the amount of work that it takes to really be successful, nor do they have a system and strategy in place. So um require. Yeah, most definitely. And that that's the challenge is that as we navigate through this digital marketing world and things continue to change and algorithms change and systems change and people's response changes. I think what what what doesn't change is being human and and and with all the noise out there, there's a lot to to tune into and tune out of, but I think that was the main reason that I had sparked an interest in wanting to follow and consume your content and what you were doing because you just seemed human. I mean, is that fucking weird these days?

SPEAKER_02 2:47

Or I mean a lot of people try to fake it before they make it, but you know, the one thing that you should not, the one industry you should not fake before you make is education. Right. Because then you're just teaching people stuff that is just BS, you know. And the thing is a lot of people think that you have to be this amaz, you know, if you sell a make money product, you have to be rich to sell it, and that's just not true. There's a guy that um I I saw that he made uh like 500 bucks a week off of eBay, and uh he sold a program on how to make money on eBay, and even though he made five only five hundred dollars a week, which is nothing on eBay, people still wanted to learn how to make that m that money, that extra side income. And he ended up making like you know, seven figures from teaching people how to make $500 a week on eBay. So you don't need to be rich to teach people how to make money, you don't need to be a bodybuilder to teach people how to lose weight, you don't need to be a famous musician to teach people how to play guitar. You know, you just have to know a little bit more than them, and they'll be willing to pay for your knowledge.

SPEAKER_01 3:51

So you you were you were very um keen on on making a point that this book is in fact a playbook and a and a step-by-step tool to actually go do something and and and do what you've done, not do specifically what you've done, but take your system and and and and put it into play. Is that correct?

SPEAKER_02 4:10

Yes, I always say that if I could go back in time and I could talk to my younger self, uh, or sorry, if I could go back time and see my younger self, but I couldn't speak to them and I could only hand them a manual, uh, this would be the manual I would hand myself on how to do it faster and without with less mistakes and make it happen. So this would be this would be it. This is the time traveler's manual to growing a digital product business.

SPEAKER_01 4:35

If you're listening right now and you just can't wait because you're like, I gotta grab a copy before I forget, it's digital marketing secrets from Dan Henry. Just like it sounds if you're listening to it. There's a link in the show notes too. It makes it very easy on you for just to go right directly there and grab your copy. Grab a couple, you know, share them with friends. I love buying books that are relevant to the colour.

SPEAKER_02 4:52

So it's it's uh the link that you have, um, because I had a couple of people get the link wrong. I just want to make sure it's right. It's digital millionaire secrets.com, right?

SPEAKER_01 4:59

Digitalmillionairesecrets.com. There you go. And that is in the show notes too. It's in the YouTube description. If you're watching a clip of this on Instagram, it's most likely in my bio. So the the million-dollar question, pun intended, is uh, why'd you write the book?

SPEAKER_02 5:16

I wrote this book because we live in a world where it is socially acceptable and encouraged to spend 70, 80, 90, $100,000 on a college education, sink ourselves deep into student debt before we even put one foot out into the world, all to wait four years to maybe get a $50,000 a year job, but likely we'll end up working at Chili's. And that is not okay. And there are millions of people, millions of people out there in the world that have knowledge, even if it's entry level, that could change someone else's someone else's life that they could profit from and they could help other people by doing. And if the formal education system will not raise the bar, then we're gonna do it ourselves. And so if you would like to profit from what you know and do your part, even if it's small to change the world, then you need this book. And that's why I wrote it.

SPEAKER_01 6:09

That's a great answer, Dan. Could not have said it better. Of course, I didn't write the book, so I wouldn't anyhow. But um have have you found that uh what what are the biggest opportunities that have come out of of of of of uh dropping a new book and already being an uh you know a success with your business and your brand? Has there been any new opportunities or is this more of just like a you know an act of service to be able to just continue to spread your message?

SPEAKER_02 6:33

Uh well, you know, when you write a book, it's funny because you do get there is it's sort of like a um like if you go on a show, right? If you go on a YouTube show or you go on a podcast or something and you say, Hey, you know, uh I would like to talk about this, and can you promote my webinar? Everybody's like, No, we can't promote your webinar. That's that's not cool. But if we if you have a book and you're like, can I promote my book? Everybody's like, Yeah, promote the book. Yeah, of course. We you know, right? I think that's weird, but hey, you know, um, yeah, it's so it's opened up that uh a lot more interview opportunities and speaking engagements as well.

SPEAKER_01 7:11

Um, which I saw you were at Funnel Hacking Live this year, huh?

SPEAKER_02 7:14

I spoke at Funnel Hacking Live, I did, yes. Cool.

SPEAKER_01 7:16

I heard they replaced you, Tony Robbins, with you. Uh that's a lie. That's a lie.

SPEAKER_02 7:21

Johnny did his thing uh uh uh after me and uh I skipped it because I was dead tired. And I've seen him like a million times. He's the best. Yeah, and I didn't want to get sick uh because there was uh a little FHL flu going around, and I've I you know whenever you're at a conference, you can get getting cold or whatever. And um, I was trying not to be hugging and jumping with people, so I was I was done. I was already uh because I did I did uh I did the speech and then after that I did a round table. And if you've ever done a round table, you basically are sitting in a at a table where you have like a hundred people all around you, all trying to ask you questions at the same time, and they're all like getting mad at each other and trying to ask you questions, and it's just the most exhausting and intense experience you could possibly imagine. But I was very happy to do it, it was a great time. Um, yeah, it was it was super cool.

SPEAKER_01 8:08

I've never been, but my buddy Devon uh Brown is the MC.

SPEAKER_02 8:11

So yes, I'm so funny is uh uh Devon's is a good friend of mine. He has MC'd two of my events.

SPEAKER_01 8:18

Oh, cool. Yeah, so I'm his backup. It actually works out really well.

SPEAKER_02 8:23

That guy, if you could like take his energy and and like pour it into a bottle and sell it. Sell it, yeah. Be a billionaire, like he his energy is, you know. I like and I normally have a lot of energy, but I've done like 10 interviews in the past two days, and I've got like 20 more to do. So I'm like trying to conserve my energy. He's he's he's that guy will go for four days and he will just be like 100% balls to the walls for like four days straight. And I I I don't know how he does it.

SPEAKER_01 8:53

Yeah, yeah. No, he's listen, I I would never recommend. I mean, it's tough to recommend, you know, yeah, sure, this person can totally take over for me, but he's the he really is uh there's like two people that I I I I would refer, and he's definitely one of them. In fact, I've filled in for him uh previously too because uh he's you know he's living the MC dream. Well, you know, we're we're paused right now, but you know, had a pretty solid year, you know, lined up this year and was like, listen, I've got too many on my plate. Uh how about I send you instead? And I'm like, the pleasure's all my he's actually a Miami guy. He went to my opposing high school down here in Miami too. So the world gets and the first year I did TNC back in 2015, he couldn't do it. So I actually filled in and I met Dice on Twitter. That's how I got that gig. I was like, hey, really? I'm like, do you need a guy in a bow tie to rock your stage? And he's like, dude, your timing's perfect. And we had one mutual friend. I had no idea who Ryan Dice was. I call a marketer buddy of mine. I'm like, yeah, I just talked to this dude, Ryan Dice. I'm like, what do you mean you just talked to this dude, Ryan Dice? I'm like, yeah, he was on his way to drop his kids off at school and booked me like on the spot. It was the first time, like, it was like my first major like commitment for like an MC gig. Because I used to do stuff for free. I used to just be like, hey, Dan, just let me in the door. I got a bow tie and way too much energy. Like, you want me starting this event and you want me ending it, and like by day three, you definitely like, we need some Sebastian. So uh had a guy give me a shot way back when, and uh, you know, here we are. If I could do it all the time and only do it, um, I totally would. But I believe people definitely need my expertise in the world of podcasting. I feel the same about the course type of stuff. If I can help people get from A to B to tell their story by starting a podcast and providing value to the world that can inevitably shape and mold people's mindset, and and it I that's really what I've become more and more passionate about. Of course, sharing my energy is is a great asset too. People absolutely love it. But at the same time, um, you know, starting a hundred podcasts um is a is a pretty aggressive goal, but I think that it's replacing radio. So let's talk about podcasting for a second. Do you have a podcast?

SPEAKER_02 10:48

You know, it's funny. Um, I've recorded about 50 podcast episodes and I haven't published them because uh, you know, I'm very big on focus and prioritizing and executing. And so uh, you know, for me to upload podcasts every day is not a big deal, but uh obviously I want to do like a podcast, like when I when I go to launch the podcast, I want to do an intentional you know podcast launch um to make to make you know to to get that first uh wave as much as possible. Um but I also know that you know be because I I'm big on focus is for instance like the book, right? When I wrote this book, I wrote this book in 30 days. And it was because every second of my day was 100% focused on this. I had already had, you know, I already had my team um you know, fluent in everything, you know, ads are all running perfectly and my team knows how to manage everything. And once everything is managed, I move to the next thing and I focus on that. And that's how I got this book done so quick, and and it being um, I mean, it's not thrown together if you if you've read it, it's you know, I had multiple professional editors go through it. All that happened in 30 days because I had a hundred percent focus on it. And you know, I it might have taken 30 days to to to write it, but it's a lifetime of knowledge. So uh, but with the podcast, you know, um it's something that I want to do, and that's probably the next thing on my plate after the the uh the book, and I'm gonna call it the Dan Henry show. Um but I really need to sit down and review what the best options are for launching the podcast. Um I I remember a few years ago, well, maybe like five years ago, I tried to launch a podcast, and as soon as they started asking me for RSS feed links and stuff, I was like, I don't, I don't know how to do this. Um I couldn't even get get the podcast up. And I was like, I'm done, and I haven't come back to it in a while. So there's definitely a need for what you sell.

SPEAKER_01 12:52

Oh, good, good, good. Well, I mean, let it let's just make it known right now on the episode that we have plenty of room for you here at the podcast launch lab, and I definitely love to have a uh closer conversation with you. It's funny you say about would you like to be on can we promote my webinar? No, but we can promote my book. Same thing happens. Like if I wanted to call you and and and strategize about your podcast and better understand how I can tie everything I've already got going on with my end here, like it would probably be pretty hard to get a call outside of buying into your program, right? What's the alternative? Well, the alternative is interviewing you on a podcast, right? Not to say that we would flush all those details out, but I I now consider you a contact. Like I've I've had Dan Henry on my show or Florida buddies, you know, on different coasts here. And uh chances are we'll continue in conversation and I'll probably see you in an event or end up joining your program, etc. But podcasts are a great way to be able to do that. Not that you need to forge new opportunities out there, but I think it yours is more of like, okay, what other channel can I forge open to push my information out of? Because right now the audio world's not consuming it, right?

SPEAKER_02 13:53

Yeah, I mean, for me, uh, you know, I remember a few years ago, if you messaged me on Facebook and you made a comment on Instagram, I would respond. But now we have 15,000 customers, and um, you know, if you message me anywhere, one of my team is gonna, you know, pounce on you and talk to you. Sure. And it won't be me. So that's just full transparency. But yeah, the yeah, I guess that would be the two ways to to get some advice from me is podcast for buying into the program.

unknown 14:22

Yeah.

SPEAKER_01 14:24

So um, I in all transparency, I was just, you know, um, Jack Nicholson's a big fan of the show. I keep telling him that he needs to create his own course, even though he's a seasoned actor. You know what he tells me?

SPEAKER_00 14:34

I eat breakfast 300 yards from 4,000 Cubans who are trained to kill me. So don't think for one second that you can come down here, flash a badge, and make me nervous.

SPEAKER_01 14:44

All right, Jack. Settle down, buddy. My goodness. I just got this roadcaster over here for the new studio, and I'm like having a field day. It's got all these colored buttons, and you just press buttons and it's a new studio. What is it called? It's called the Rode Caster here. Check it out. Like Roadcaster, the road, the Rode Procaster Pro. You got to cop one today and plug it into that sure mic. You'll have a field day. It's awesome. And the cool thing about it, there's only four mic outlets. But let's say someone called into the show right now, like on my cell phone, I could hit the Bluetooth and patch the call in during the interview.

SPEAKER_02 15:17

Really?

SPEAKER_01 15:18

Yeah, how killer is. Yeah, yeah. It well, it's it's very limited as to what, like if you look it up on YouTube, they'll do Road has a full like demo of it, but it's like the size of a laptop, so it fits in a backpack. Four mics will fit into it, and then it plugs right into my computer, so everything, all the sounds that go through and everything, everything that happens on Zoom will happen because of the board. So uh that's neat. But it's got compressors and stuff on it. I'm not sure. I don't have I don't have the answer to that question.

SPEAKER_02 15:49

Well, how are you compressing your voice right now?

SPEAKER_01 15:51

Uh this pod mic right here is going, this is a mic that goes directly into the board with an XLR cool.

SPEAKER_02 15:57

You don't have a compressor on it?

SPEAKER_01 15:58

No. Oh, this is all the road compressed. Yeah, because it's because the uh the uh the road catcher, you can adjust your voice settings. Do you have a real I have a very strong deep voice, so they have a setting specifically for them?

SPEAKER_02 16:10

I have an art uh compressor right here. Uh, and then at my office, uh I have a bigger, better compressor, which I might go get since we might be here for a while.

SPEAKER_01 16:20

Yeah. Yeah, check out that uh check out that uh the Rodecaster Pro.

SPEAKER_02 16:25

I thoroughly Yeah, I'll probably grab one.

SPEAKER_01 16:28

I thoroughly, and then the the Rode Pod mics are great too. Of course, you got the you got the the Mac Daddy uh sure, so you definitely don't need it.

SPEAKER_02 16:35

Oh no, this is my B mic. My my Mac Daddy is the uh our uh Electrovoice RE20.

SPEAKER_01 16:41

So I got these these things were 99 bucks. And they got the pop filter already in them.

SPEAKER_02 16:46

I'm an audiophile, I love audio. Like I've got two Neumann's, I've I've Oh, so you know the drill then. Yeah, I know the drill. This is all new.

SPEAKER_01 16:54

School for audio engineering. Oh, I'm okay, so I'm not telling you anything. Uh yeah, so I'm not I'm not the guy to like compare notes with at all. I'm just I'm the I'm the I'm the talent that happens to ask questions when I'm getting mic'd up in the A V booth. Like, what does that do? Right type deal. You know what I mean? Yeah, I didn't want to like get overwhelmed. I'm like, I don't want to turn this into like an audio studio per se type deal. But I mean again, if somebody wants to come in and give me 150 bucks to record their podcast for the hour, you know, no problem. But um yeah, technology, it's crazy to think that this is like mobile. I could throw this in my backpack and you could like a remote broadcast um a podcast. So let's back up a little bit because you know, right now it's all rainbows and butterflies with with with your brand and and everything that you've built and you're continuing to grow and just do really cool shit. And I, you know, I congratulate you on that. But it it hasn't always been like that, right? So if we can back up to to the days where you didn't even know that you were a marketer, no letter or or what you know what your next move was. And then when you realize, like if we can if we can just kind of rewind a little bit and go back to the beginning of the story.

SPEAKER_02 17:57

Yeah, so I was uh I you know there's multiple points in my life, you know, there's not one moment, it goes up and down, but I do remember one particular moment where I was going to school for audio engineering, and I was uh it was very difficult to pay my way through college. I uh it was like 70 grand to go to this college. And I was hanging out at a guitar center one day, and I ran into this guy, and he didn't know what microphone to choose. He was it was actually a kick drum mic he was looking for, and he was totally looking at the wrong microphones, and I helped him decide. And funny, uh, based on what we were talking about, it ended up being an RE20 that that uh that he chose. And he was impressed with my knowledge of microphones, so he offered me a hundred dollars to come back to his house and teach him how to use his audio recording software, and so I did. And uh I'm walking out, I'm looking at this hundred dollar bill, and I'm like, wow, I'm like, that was the easiest money I ever made. And so I started doing $50 an hour uh sessions online uh where I would just you know do a screen share and I would help you with uh uh Pro Tools, which is the the most popular software for audio production, and that's how I was paying my way through college. Well, then I find I'm thinking, well, this is great, I'm paying my way through college, this is great, and then I find out that the college had faked their accreditation, and they filed a big class action lawsuit, and a bunch of students, a massive amount of students, including myself, dropped out because our our degree was worthless. And you know, over the next seven years, I was like, you know, I really got to figure this out how to how to become an entrepreneur. And I, you know, I tried to scale the whole $50 an hour thing, but I didn't know how. And then I, you know, I did multiple other businesses. At one point I owned a bar, at one point I was selling cotton candy at carnivals. Um, it was crazy. And I had ups and downs, and eventually it got so bad that I was trying to uh sell water bottles on the side of the road, and there's a picture of me in a shirt that says one dollar water in this book. Um and I was doing that just to pay my electric. And that was and here, this is this is the image right here. Uh well, you can't see it really, but it's gotta buy the book. Yeah, we're like it says water one dollar, super embarrassing. Uh, but uh you know, I and unfortunately, um we didn't sell a single bottle of water. Really? And we were in Florida in July.

SPEAKER_01 20:42

I don't know how that happened. Wow.

SPEAKER_02 20:44

I think people just thought I was weird for standing out there doing it.

SPEAKER_01 20:47

They're like, sure, that's water.

SPEAKER_02 20:49

Yeah, right. Yeah. But um, and then it got even worse. I got a letter in the mail uh from the IRS stating that I owed $250,000 in back taxes. Um I'm like, well, I'm screwed. So I you know, I I eventually though, figured it out, and I was able to uh my first successful webinar that I did, we did forty eight thousand dollars in a single day. I did it again a week later, I did fifty-two thousand dollars, and I was like, holy crap, I just made a hundred grand in ten days. Um thirty days if you count my prep and all that, and I actually put that in the book. It's my um 30 days to a hundred K blueprint, which is in the book. Uh but what I did after that really helped me scale. We eventually scaled to eight figures. We've made over 12 million dollars of my own personal digital products. Um and that's where I'm at uh today.

SPEAKER_01 21:46

So wait a second. I took that in I'm sorry? So so wait a second. So so so you went from selling cotton candy to creating a course and doing a webinar on that course. So so walk me through that real quick. What you set up?

SPEAKER_02 21:58

Yeah, so what okay, so to be more Specific, um, what I did was uh I had learned Facebook ads when I owned my bar. Okay. And when I got real broke, uh, I just uh you know, I discussed it with my wife at the time, and I, you know, we had this idea that I would run ads for local businesses so that I didn't have to invest any money in starting another business. And I did, and that worked out really well for several months. I got up to like 15, 20 grand a month in Facebook ad clients uh from doing that. And after, you know, maybe six to eight months, I was starting to get back on my feet. I was in massive debt. Um, and so I was starting to get back on my feet, and a lot of people were asking me, you know, well, how are you doing this? How are you getting clients? How are you running ads? And I was real busy at the time, so I didn't really take the time to teach anybody. But then I got the letter. That was the exact moment I got the letter, and that was when I was like, okay, I need to make a lot of money in fast. And I when I started researching, I found that that the people that were making the most money the quickest were doing were selling informational products. And so that's when I put together the informational product on how to run ads for local businesses, uh, did 100 grand in in 30 days. Uh and then after 8 million dollars, after we hit about 8 million, um, and that's when I decided to start teaching people how to sell digital products.

SPEAKER_01 23:25

How much was the course? I'm sorry? How much was the course?

SPEAKER_02 23:29

The original course? Yeah.

SPEAKER_01 23:30

The one you were made 48 grand in 10 days or or 100 grand in 10 years.

SPEAKER_02 23:34

997.

unknown 23:35

Yeah.

SPEAKER_02 23:36

997. Um, and so I after after selling about $8 million of a 997 program, uh, I and all by myself, I didn't do JVs or joint ventures or anything. That's when I decided to create a program on how to sell digital products. Um, I I did not, you know, my first program was not how to sell courses. It had nothing to do with that. So um, that's when I did that. And we've got massive results for our students. Um, we have hundreds and hundreds of people that we've helped hit six figures, and a bunch we've helped hit seven figures with their digital products coaching courses. Uh, and then these are everyday people.

SPEAKER_01 24:12

These aren't just seasoned, these aren't seasoned marketers that know.

SPEAKER_02 24:15

No, no, no. They're dog trainers, weight loss people, people that have never created a course. Um, I got one guy uh that started with me from scratch. Uh, he actually got in my mastermind. He he went all in and he had never created a course, and now he makes 140 grand a month um uh selling a program.

SPEAKER_01 24:35

So your real success comes from, I mean, obviously turning people into you know in into into marketing machines based on sharing their knowledge on what they're doing, but you're you're you really hang your hat on the fact that like not only does this shit work, like this program changes people's lives when they implement it and they start doing it. Is that is that would that be a fair statement? Because you talk a lot about, I mean, you've got a lot of testimonials of people, and you can't just go out there throwing numbers around. People tend to frown upon that um uh if it's not the real deal. You know what I mean? So you're talking about testimonials of of people that are actually getting real life results.

SPEAKER_02 25:10

Yes. Um, well, we we have awards that we give out uh for when you hit certain income goals, like we have like the 25k club, the 50k club, the 100k club. Uh, and we verify people, we we make them send us a video verifying their income and verifying their sales before we send out this award. Um and also I I a lot of people, you know, a lot of times uh people don't realize they can charge more for their digital product. And one of the ways I got Andy to, you know, uh 140 grand a month was I got him to raise his prices. Uh his program was $2,000. I got him to raise it to $5,000 and uh sell it over the phone rather than an order page. And that's when it just took off. And he just he was struggling to do $50,000 a month uh and breaking even on the ad spend. And now he's you know more than doubling his money uh at $140,000 a month. So he's doing very, very well. Um, but again, you know, the people that get results are the people that show up that do the work that you know take it seriously.

SPEAKER_01 26:12

Yeah, I'm I'm doing that right now with YouTube. I'm in the middle of a 90-day intense or six-week intensive, but it's a 90-day program, a good friend of mine has put together. And now it's because for a while, I don't know. Sometimes ego's like, well, I'm the one that's creating the course, I'm not gonna join a course, which is total bullshit. Like that's there's you know, there's there's there's magic in being able to tap into our peers and what you know what what what we're not good at they are. And I'm I'm I'm experiencing that right now with uh with YouTube. And you've been doing so speaking of YouTube, you've been uh you've been pretty active on YouTube for quite some time now, no?

SPEAKER_02 26:41

I've been sort of active. Um, I haven't given it a huge you know, our main uh revenue comes from uh media buying. And you know, it's it's it's weird when you get to a certain level of media buying because you're you're like I can I can make 50 grand a day spending money on ads, or I can spend the next six months building a YouTube channel, you know, and it's like you you you you tend to prioritize prioritize and execute. So I definitely want to um grow the YouTube more and grow my organic more, but uh I always prioritize and execute. So I put, you know, what is moving the needle the most right now is what I focus on.

SPEAKER_01 27:21

Sure.

SPEAKER_02 27:21

Um so yeah, we'll be doing a lot more YouTube stuff soon though.

SPEAKER_01 27:24

Cool. Yeah, no, I um I think YouTube is definitely uh YouTube and podcasting. It's the new TV and radio, right?

SPEAKER_02 27:32

So do we I I would agree with that assessment.

SPEAKER_01 27:34

And we control so so would it be safe to say you you've you've mastered being able to to create something and then drive traffic to it? Is that is that was that an accurate statement? Because I think that's the that's the biggest differentiator. Like I can go create a course this afternoon, but if I don't know how to drive traffic to that course, then it's not gonna sell. I mean, so is is is the model still let me give you something for free, put you on a list, and then ask you for something or invite you to a webinar. Does that does that model still work or uh no?

SPEAKER_02 28:03

Um I don't wait for my money. Uh we make most of our sales immediately. Uh this whole idea that you need to pay for a lead, wait weeks and then sell them something, that works when you're validating an offer. But we, you know, if you run ads to a webinar uh and the webinar is good, really good, people will buy. And so with my students, you know, I don't necessarily try to, you know, I and this is why I charge a premium price is I instead of me saying, all right, well, let's do all this other crazy stuff that is easier, I just look at their webinars or I look at their ads and I go, well, it's not doing well because it's not good enough. Here's what you can do to make it better. Here are uh ways that are easier to get your point across than what you're trying to do. And when we do that, that's when uh they make more sales. You know, for instance, uh uh Andy, who was selling the product for two grand, right? He was working his butt off, but there was a better way, you know, and we we raised the price, had him sell it over the phone, and that made the difference. So I have to look at people's stuff and go, okay, here's the problem, here's what you need to do. And that is that you know, that is the biggest thing. And and most of the time, it doesn't require you to wait weeks and weeks and weeks and weeks or months to make a sale. You can make a sale uh as soon as you start driving traffic. So that is uh, I think that's a myth or it's an old school myth that you need to you need to like build up an audience for a long, long time. Now, now don't get me wrong, there's tons of people that buy that have been following me for a while, but a large portion of our sales are are buyers that buy immediately. And um, if you're gonna build a list, why not build a list of buyers? Why not build a list of people that are serious? Right. You know?

SPEAKER_01 30:00

Well, the reason I asked that, I've been generating about 10 leads a day on Facebook and I've been giving away a free podcast checklist and it goes into a funnel and I talk to people for 14 days and I sprinkle in Do you want to schedule a call? But I the what I question every day is that I I've collected a name, a phone number, and an email address. So if I go back to the old days, like when my my sales days 15 years ago, where my lifeblood was a new list of leads and being able to make sure I was on the top of the board every single week and being the top sales dog. What if I applied that to my to my business now as an entrepreneur, which is a completely different animal because you have to be raining disciplined? Nobody's breathing down your throat. You're not going to get fired. If you don't call the leads, nothing's going to happen. I mean, specifically, nothing. But are we living in a world where people like to connect with information online and then connect with people on a telephone call?

SPEAKER_02 30:48

It depends on what they're trying to do, right? If you're trying to learn how to jump rope, uh, probably don't need a phone call. Uh, and I know people that have made a million dollars from teaching people how to jump rope. Uh, but if you are a lawyer and you want to grow your law practice, that's a phone call offer. You know, it just depends on what you're doing. Uh, and in the book, I do actually go over a lot of that. There's a section in the book on uh high ticket and versus low ticket, and it explains that uh pretty thoroughly. So it really just depends on your offer.

SPEAKER_01 31:20

Well, I'm definitely intrigued here. We're definitely gonna have to continue our conversation about uh what your program is all about because I'm sitting here going, I know this thing's sells. I just need to be able to scale the I mean, hello, everybody wants to start a podcast, and I don't think that's gonna slow down, and there's only 800,000 podcasts. So um, this is kind of a multi, multi-purpose interview here. I'm a I'm a prospect and an interviewer at the same time. Interviewer, is that the right word? So I like to talk, I think so. I like to talk a lot, I like to talk a lot, or not talk a lot about, but I like to shed some light um on the mental health conversation in every interview I do in some form or facet, because I believe, you know, now more than ever, the mental health conversation is is is not only relevant, it's it's always been relevant, but it's not taboo anymore. You know, I I personally experienced you know, four suicides from friends over the past five years, and that really was resonated with my heart and wanted to be able to say, what can we do to talk about this? So, you know, without specifically talking about like, oh, well, here's what's happened the past, as the as the of the journey of an entrepreneur, like there's more doubt than there is confidence when you're like when you were started to sell Facebook ads after selling cotton candy, but like there was probably a time on there, like, how does some how doesn't how does someone navigate their mental health as an entrepreneur while on the come up? I think that's the the the question I would I would ask you. Um, having been on the journey and been through tough times before and really obviously in in better times now, um, but also get your two cents on on mental health.

SPEAKER_02 32:52

Well, it it's sort of as if you it's kind of like if you went to the gym and every day you're lifting weights and you're pumping iron, but then you don't eat right, right? You don't eat protein, you don't, you don't feed your body. Uh your your mindset and your mental health go hand in hand with you know your your business. Uh I can tell you that, and this is 100% true, we do coaching calls every week for my clients. And every week, I would say about 90% of the calls are all boiled down to mindset. They, you know, someone will ask a question and they'll think that they're asking a technical question about Facebook ads or something like that. But you know, as we dig in, we find that it really does boil down to mindset. You know what I mean? So for instance, um somebody will spend $10 on an ad and they they won't get results and they'll they'll freak out and they'll try to change all this stuff. And I'm like, my friend, you spent $10. You know, you're not even giving Facebook time to attribute the data. You know, this is called patience. You have to have patience, you know, you have to and and and to me that's not a Facebook ads issue, that's a patience issue, you know. And that's like that's an issue of being calm and letting letting your plan play out and evaluate how it works. And so the other thing is, you know, I you know I can't get my I'll give you a perfect example. Uh, and this is a fault of mine. Uh early on when we did high-ticket sales, my sales reps were not closing. And I would get on the phone, I would close like 90%. And I would be like, why aren't they closing? You know, and I'm trying to tell them what to do. Well, I ended up having uh an event with my mastermind, and that particular event I was teaching them how to close high-ticket sales. I told I taught them my whole process, my whole script, how to deal with objections, all of that. And uh they who were total beginners, a lot of them never took a sales call before. You know, they went out and started closing four or five high-ticket sales that very next week. And I'm thinking, and that's when I kind of like had a shift in my mindset. I was like, wait a minute, I'm te I'm treating my clients as clients, I'm treating them as students, and you know, they're getting results, but I'm treating my employees as employees. So I made a shift in my mindset and I started treating my employees as students. And I gave them a recording of that event. I had meetings with them where I instead of telling them what to do, I taught them what to do and I viewed them as students, and I just took a different approach, and boom, all of a sudden their close rates went up. And to me, that's not a sales issue, that's a mindset issue. Okay, and so when you are going through this, and I talk about this in the book, there's it's funny you mention this. There's a section in the book called Developing Mind Control Powers. Okay. And this is very important because and this goes right into your your question. Um the chapter before this, which is Developing Mind Control Powers. The chapter before this is called how is is all about scaling your offer. Okay. If you don't mind, I'd like to read you just one page of this.

SPEAKER_01 36:15

Yeah, please do.

SPEAKER_02 36:16

Keep in mind the context. The context, I just had an entire section in the book talking about how to scale your offer. So this, the final one, is called The Real Secret of Scale, and it's right before the section on developing my control powers. And it this is what it reads. It reads, This chapter will be the shortest in the book. As we come to the end of this section on scaling your offer, I'd like to let you know that the next session, uh the next section of this book will help you scale far more than the current one. Many things help in scaling your education business. Sure, there are advertising tricks, software systems, etc. But those things, like the wind, change. What doesn't change is your ability to focus, be productive, make good decisions, and above all, maintain a million-dollar mindset. As we all know, superheroes do not exist. There are no mutants with mind control powers. Or are there? Most people fail because they let their mind run away with itself. They get distracted, move from shiny object to shiny object, or make poor decisions. The real villain in any entrepreneur's story is their mind. Your ability to control your mind is the number one thing that will allow you to scale. Some think that mind control powers mean you have the ability to control other people's minds. But I believe it is hard enough to control your own mind. If you can control your own mind, I would consider that a superpower. The next section of this book will teach you the closest thing to mind control powers that can exist in reality. So I believe that mindset is the number one thing because it's a trickle-down effect. If you if you don't eat, you can't lift, right? If you don't wear clothes, you can't survive in the cold. Uh the there's there's a cause and effect. And if your mindset isn't right, if you don't put just as much effort into maintaining and improving your mindset as you do a technical skill or or you know, copywriting or whatever, none of that stuff that you learn is gonna work. It's like it's like buying a plane and not knowing how to fly it.

SPEAKER_01 38:20

Right. So so so mental, and then I I love that perspective in the fact that you know, mental health, you know, depress depression's real. Some people are depressed clinically, whatever it may be. But I I also firmly believe that there's a way out for everyone, and it does. Why do you get depressed?

SPEAKER_02 38:37

You know, you you get depressed because of your mindset, right? That's why you get depressed. So if you are overwhelmed with, you know, oh, I gotta have a podcast, oh, I gotta have a YouTube channel, oh, I gotta have an Instagram channel, oh, I gotta have this, oh, I gotta have it. And if I don't have all this stuff, I'm not gonna be able to sell anything. And then you're like, I'm overwhelmed, and now I'm depressed because I feel like I just can't make my goals happen because I'm overwhelmed. Well, right, well, having the right mindset can fix all that. Like, for instance, you don't have to have a podcast, a YouTube channel, or this or that all at the same time. You can focus on one at a time. I I never even ran YouTube ads until I hit seven million dollars in sales. Wow, that was all Facebook ads. And then once I figured I mastered that, then I I I moved to YouTube ads, and within two months we were able to scale to 100 grand a month in YouTube ads. You know, so so part of you know, I always say if there's leaves on the lawn, cut down the tree. Okay. So you go and you find the problem at its source, and most of the time, the problem at its source is the way you think. And if you change the way you think, it trickles down into everything from Facebook ads to depression to all of that because you you cut things off at the source. You realize that you don't have to do all these things that you need to do that are making you depressed or overwhelming you, and that is called focus. You know, Steve Jobs, Warren Buffett, and uh Bill Gates all said that the number one thing that grew their business was focus. And and I believe it was Steve Jobs that said focus is not about choosing what to do, it's about choosing what not to do.

SPEAKER_01 40:16

I love that. Yeah, there's I mean, again, I look, squirrel, focus is not the easiest task on my list. That's why I'm really amped to have the studio now while all this, you know, self-quaranting and whatnot. I feel like I am I'm the only one here. So I kind of just I'm like, I now's the time to lock myself in this place, like get my money's worth, get my money's worth, and like create something cool. Because speaking of that, speaking of mindset, perfect time to chat about that, which is right now, uh, I don't know when you're listening to this episode or watching this video or replay, but we're we're currently in the in the process of being on a mild um, you know, social distancing self-quaranting thanks to the coronavirus. And people are people are are for all intents and purposes freaking out. And um it's not all out madness other than the overbuying of eggs and toilet paper. Um, but you know, I I I think a little bit differently, Dan, because well, you know, uh I've I have faith. So I I firmly believe that this, you know, this this is gonna pass, as with uh other crazy things that have that have come about. I know this is one of the first for us, but I've got this overwhelming piece that's just like this thing's gonna be over soon enough, and we're gonna be back bigger, better, and and and better than ever with new systems in place to be able to do things. And this is kind of a reset. What what's your thought process, especially mindset in the midst of all this COVID-19 coronavirus madness?

SPEAKER_02 41:36

Well, you know, we're we're not defined by excuse me, we're not defined by how we behave and how we react in times of success and triumph. We're defined by how we behave and react in times of struggle. And so this right now is a time to uh really more than ever focus on making good decisions, focus on fortifying the castle because eventually and very quickly, we're gonna be back to normal. And if you spent this entire time moping around and being scared, then when the doors do open back up and the floodgates of of uh sails and and and all this come back in, uh you're gonna have to be ready. And if somebody else was ready because they were preparing, uh and you weren't because you were busy moping around, then you're gonna have issues. So, you know, the biggest thing is to make sure that you you you you focus and remember that you know, this is this is all gonna work out. And do not freak out over things that you cannot control. The only thing you can control is your reaction to it, right? You cannot control what somebody else does, you cannot control a global disaster, you cannot control these things, you can only control your reaction to it. And the people that maintain the best reactions are the people that get a win.

SPEAKER_01 43:02

I agree with that. Yeah, response versus react. And I kind of caught myself in the earlier this week. It's I wake up every day and you're like, is this gonna be another day of like uncertainty or nothing? Or can you like just just push that excuse to the side and say that's that's a story that doesn't even exist? The reality is I still have the opportunity to create and to be able to put myself in a better position than I'm actually at right now.

SPEAKER_02 43:25

Why I just read uh that they're having a parade in South Korea um because they are getting over the you know the virus and everything and they're celebrating. Yeah. Um so I mean i in and I've heard reports, you know, you never know what's true or not, but I've heard reports that uh well well I'm pretty sure that the Apple report is correct, that they've opened forty two stores uh in China and everything's opening back up. So, you know, if if they're opening back up, then I don't see any reason why. Uh we would be getting through to it's just it's a scary time, but you you know you have to uh be diligent and uh look this is the gonna be the most productive time. We're all at home, right? Like what else do we have to do besides work on our business? Right. So, you know, but but it's funny because it it it's telling, right? Look at Netflix. Okay, I just read a report today that they're telling Netflix to limit streaming because it's gonna break the internet. So, what does that tell you about the average person? It tells you that right now, instead of reading a book that'll help them growing their business, they're watching Netflix.

SPEAKER_01 44:34

Like I can't do it. I turn Netflix on and I'm like, I don't know what to watch. I don't care about Netflix. I'm like, never heard of them.

SPEAKER_02 44:45

You know what that you know what no, you know what the number one most popular watch right now is?

SPEAKER_01 44:50

Outbreak.

SPEAKER_02 44:50

Outbreak. I'm like, you guys are insane. It is.

SPEAKER_01 44:55

It's like let's let's look for the worst case scenario here.

SPEAKER_02 44:58

What are you doing? You know, come on, read a book. Yeah.

SPEAKER_01 45:02

I I'm definitely reading your book over this. This is my co this is my COVID-19 quarantining. I will become a digital millionaire with Dan Henry's secrets. You hear me, ladies and gentlemen? Well, that was all uh that was that was great advice regarding uh mindset. Round of applause there, ladies and gentlemen, for doing that. So uh it's it's it every episode I like to talk about my friends over at Pod Decks. Pod Dex uh created this nifty deck of cards right here. Actually, there's several now. This happens to be an interview deck. Dan, have you heard of Pod Dex before? I have not. Well, they're an interview deck that contains 50 unique conversation starting questions to help you take your podcast interviews to the next level and keep your audience entertained. So I say we bust out one of these cards and uh ask each other some random questions. How's that sound? Nothing incriminating. All right, good deal. We're running out of time here, so I'm gonna make this one quick. Ooh. If you had to teach a class on one thing, what would you teach? Is that too cliche for Dan Henry?

SPEAKER_02 46:03

Ooh, one thing. Um, well, I I guess I would teach it on how to become a digital millionaire. I I mean, I guess I would teach it on how to sell your knowledge online because that's what I do.

SPEAKER_01 46:15

Yeah, okay, perfect. I I would I would expect nothing less. Well, listen, this was a great conversation, dude. I I like I don't I like to talk about obviously what you currently got going on, which is the book, and and and I'm sure it's it's a uh smashing success and will continue to be those of you listening right now.

SPEAKER_02 46:30

We've sold uh uh thousands and we sold thousands of copies of the very first day. So that was pretty cool.

SPEAKER_01 46:35

That's fantastic. Well, hey, dude, congrats on all of your success. Now it's uh it's a pleasure to be connected with you. I'd love to connect more uh offline and chat about when you're about your podcast and also joining your program too, so we can figure out uh what that looks like. But I know you're a busy guy. Well, not that, well, you're busy, but we're all home right these days. So to be able to get on your calendar and help you uh spread the word about your new book and your ongoing success. Uh it's really great to be connected with you, man. It really is. It uh it's fun to connect with real human like beings these days, right?

SPEAKER_02 47:04

Yes, yes, yes. Preferably.

SPEAKER_01 47:06

Well, hey, thanks again for your time. And uh you'll have to come back uh sometime soon to the show.

SPEAKER_02 47:11

I I I would absolutely love to. It was a good time.

SPEAKER_01 47:14

Dan, you the man. I've been waiting to say that.

SPEAKER_02 47:18

Thanks, man.

SPEAKER_01 47:20

Thanks so much for tuning into this episode of the Beyond the Story podcast. Be sure to appreciate it. If you haven't done so already, make sure you're subscribed to the show. This way you'll get updates as new episodes become available. If you feel so inclined, please leave us a review. We sure do appreciate it. Signing off from the podcast, launchlab.com studios. We'll talk to you next time.