Hardcore Lead Generation With Ryan Stewman

4X best selling author. CEO of Hardcore Closer. Founder of Break Free Academy – Ryan Stewman

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Here’s what you’ll learn from Ryan about Hardcore Lead Generation:

– There’s 4 types of leads out there: Discover the two you MUST avoid.
– How this old Youtube video changed Ryan’s life? and why it could change yours too!
– How to know you have a failed business plan and one way to fix it.
– How to niche down when you don’t know where to start.
– Why 90% of your prospects aren’t ready to buy from you yet? and what to do about it.

Tune in and listen: Hardcore Lead Generation With Ryan Stewman

Ryan’s Websites:

HardcoreCloser.com
FunnelCloser.com

Transcript: Download

Video Transcription provided by GMR Transcription Services.

Jaime Masters:	Welcome to Eventual Millionaire. I'm Jaime Masters and today I'm so excited to have the Ryan Stewman back on the show. He runs HardcoreCloser.com. He's been on the show before. He even came and was wonderful to go through my group-coaching program and be one of the main millionaire guys on that. Thank you so much for coming on the show today.

Ryan Stewman:	I'll always make time to hang out with you Jaime.

Jaime Masters:	You're always like said when you hopped on right now, I was like, you're always ready, you've always got something raring and ready to go to promote. You're rearing and ready to go for pretty much for everything. And we were talking about action and how important that is. Tell me what I want to do right now is tell the people that are listing because they've listened to a thousand podcasts before and most likely they haven't taken any action from many of them. So how can we get them in the right mindset today so for whatever we talk about they might actually do, Ryan. You're the guy that could do this. 

Ryan Stewman:	Well here's the thing, first of all, I'm gonna say some stuff that are gonna trigger you in one or another, right? You're gonna be ? some of you are gonna be offended, some of you are going to be like, I totally hate this guy. Some of you will be like where has this guy been all my life. And I'm okay with that, right? But here's the thing, I might say some stuff that you've heard your entire life that you know everything but I might phrase it differently this one time that makes that light bulb go off. It could be that million dollar idea. It could be to quit drugs, quit smoking, quit drinking. I know that one time somebody asked me one question I smoked cigarettes for decades and somebody asked me one question one time, and is wasn't even trying to get me to quit smoking cigarettes, it just asked me this one powerful question and I haven't had a cigarette ever since. 

So what if I asked that one powerful question to you that made something of monumental like quitting smoking cigarettes, take place. And you're like, what if there's something that I say on here that you've heard a million times but yet the combination of words that I use just happens to unlock you mind so just listen with an open mind. I might get a little weird. I might be a little bit offensive and abrasive but at the same time you have to ask yourself can I say something that might change you life. The answer is yes. I might, you never know. I might not. But I might, so.

Jaime Masters:	This is why I asked you that question because exactly you like, okay, let's go, lets do this, right? One thing could change the rest of you life. What was that thing that they said that helped you to quit smoking?

Ryan Stewman:	The dude asked me, he goes, "Hey, so what billionaires you know running around smoking cigarettes?"  I said, "Goddammit."

Jaime Masters:	That's a good question. You could use that in so many ways.

Ryan Stewman:	Success leaves clues and those clues are never found on cigarettes butts.

Jaime Masters:	Wow, that's really impressive. All right, so today I want to go over because you're the actual guy and you know a lot of pieces.  So No. 1, I wanted to talk about lead generation because you're really good at sales. The whole point of Hard Core Closer is all about teaching people how to sell more, make more money all that fun stuff. Which everybody listening wants, right? But, it seems like, at least the people I talk to, they're like, that's great, if I can get someone on the phone I can sell them like nothing.  But the warm leads or turning cold to warm leads or finding them in the first place is ridiculously hard and were told a thousand different things to test. What is working right now for you?

Ryan Stewman:	Well, we always used paid advertisement. And I know that two things. There are lots of people out there that say do this and get free leads. But free leads is like everything else that's free, it's like all right, what's the catch? Right? If something's free, there's a catch? With us we used paid advertisement. We make sure we're putting our dollars towards getting our advertisement for the right set of eyes. 

We use YouTube, Instagram, and Facebook are our main platforms. And like right now I haven't posted on Facebook for two weeks but we have advertisements running right now that are generating about 50 leads a day. And that's enough to supply my sales team without them getting overwhelmed. And it's been a nice balance for us to grow, scale, add a few people, grow, scale add a few people to this point through advertising and scaling accordingly.  I have 15 employees now. I know I had nowhere near that last time I was on the show. 

Jaime Masters:	Nice.

Ryan Stewman:	But I got 15 employees now. We're in a physical office. I don't think we were in an actual physical office last time either. I think I was still working out of my house and it's been from paid advertising. And so, you're right, a lot of people are the types, like hey, just get me in front of them, just get me on the phone with them, just get me in the stage, like I can close people, but then they have a terrible time going out and finding the people to close. Or they lose their morale because they've been going and getting in front of the wrong people, right? Usually the reason you hear no, is because you're trying to sell somebody something they don't want. And it's so much easier to have to generate leads and then only focus on the people that do. 

But there's like four types of people that show up as leads. There's the red-hot buyers, there's the lukewarm buyers, they're on the fence but if you talk to them good and you're nice to them, they'll end up buying and then there is the people that have no interest in buying and can't afford it, right? They're just kind of looking around like the tire kickers, and then there's the people that are there to purposely there to waste your time. Right, like bad information or you get - I don't know - I get these e-mails every now and then where it's like, kissmyass@gmail.com, like, yousuckasatrainer.com or whatever you know, so -

Jaime Masters:	I don't get those e-mails, but I'm glad you do.

Ryan Stewman:	Well, you know, when you're like me you gotta deal with some hate mail. I think Eminem said it one time in a Dr. Dre song, he's like, I don't know what - he goes, "What do you know about hate mail because I get a lot and I feel like, you know, I get a lot. I had to remove myself from the e-mail so here's the catch haters, I don't need to see your stuff, how you feel about that". Somebody else my poor assistant has to endure the painful tongue-lashing you unleash on me and my e-mail on a daily basis. You cannot affect me. This [inaudible] [00:05:32] bullet proof.

Jaime Masters:	Solutions to every problem. I love it. Okay, so tell me about getting those - the right types from paid advertising. Because a lot of people were told, do social so post on Facebook, do this, do that and then start to learn our audience a little bit better because that's the other thing, we don't want to just invest a whole bunch of money in ads because most the time we don't know enough or we're kind of crappy at it, right? And we don't just want to bleed money everywhere.

Ryan Stewman:	Well, first of all I think it helps that - I'll give you guys some insider information, all right. So there's this guy name Frank Kern. And he used to be cool and was like a surfer guy. Used to could smoke weed with him and he was like really - I don't know what happened to the guy - lately he's been acting all snobby, he's got like a high fade hair cut and he's living in some fancy pants house in California, popping bottles of Dom Perignon we're [inaudible] [00:06:21]. I'm not sure what's going with that crew. I mean, I still talk to them via text pretty often but it's usually like, Frank what's going on in you life? Are you okay? You cut your hair off? 

So, anyway this guy Frank has this video called Core Influence. You can find it on YouTube. It's free. I just go to YouTube and type Core C-O-R-E Influence. And it's a old, old, old video and it's hilarious because, they're at this business seminar and Frank's like wearing no shoes on stage and a t-shirt and he's talking about how he made $24 million over the course of the year selling info products. And the way that he did that was through generating leads and lists and all this stuff that a lot of it can't be done today the way that it was back then obviously because things change and technology - Facebook wasn't even a thing back then. However, he starts talking about your ideal avatar. He calls it your perfect customer, perfect day equation. And when you start getting targeted in and laser-focused on who person is, then the message gets dialed in and everything else. That video, I watched it seven years ago, it changed my life. 

And I still follow that because here's what I know. I talked to customers all the time. People come, they'll pay me $50 thousand to spend time with me and get my advice. And I'll say, okay, so do you sell and they'll tell me what they sell, I say who do you sell it to? It's like, anybody. Oh, hell no. Anytime - that's like a red - if you tell me how big your industry is. Of course your industries big, every industry's big. If you tell me how big your industry is or if you tell me you sell to everybody, I know you have a failed business plan. Because you cannot please everybody. 

Just like I said at the beginning of this, I'm going to piss some people off, I'm gonna inspire some people. But there will be no lukewarm people left at the end of the webinar. You'll make a full decision. And you can't make everybody happy. So if you feel like you could sell to everybody that's a ludicrous - that's insane. Even if you sell insurance you'd say everybody has to have insurance, right? But everybody doesn't have to have it through you. 

And the more - I've got a client in Arizona and they do about a thousand insurance policies every month. I mean, they kill it. They have 80,000 clients, they are just ballers in the insurance world. And they sell to a very specific market segment, like a very specific. And most people would go, I don't even know anybody that fits this criteria but they've got 80,000 of them. And in the grand scheme of things, thanks to the internet, 80,000 people is really not that many. We're sitting in a country with 380 million people in it, right? There's plenty to go around for all of us. And so a lot of people get this scarcity mentality. It's not an abundance mentality saying you can sell to everybody; it's a scarcity mentality that you're scared to niche out and sell to a very specific person. 

But on the road to millions for myself, I started out first with only loan officers. Then as I expanded into real estate. Then I expanded into all the little niches I've gone, but I started out one at time because the same message for loan officers in my legion. If I said close $2 million a month for loan officers they might go okay that's $15 thousand a month, that's not bad. If I said that for insurance agents they might go, dude that's, shit, $200 thousand a month. That's a ton of money. You know? And so the message wouldn't be the same so you have to niche it out. That's the biggest thing is getting clear on who it is you want to generate the leads from and that'll help you a lot. But watching Core Influence by Frank Kern, will really open your mind. Have you ever seen that Jaime?

Jaime Masters:	I haven't seen that, no.

Ryan Stewman:	Aw, dude it's awesome. It's a great video. It's like two hours long. It's great.

Jaime Masters:	Oh, is it really? Okay. Because that's the other piece everybody's heard of ideal avatar or whatever the heck - perfect customer or whatever you want to call it. It has so many different names. But then, people will come back to me, I don't know about niching. It's that decision point of making that decision because they assume now they have to exclude everyone else and never do it again. So I love hearing that you went after loan officers first and then went after reala - I try and tell people you can do more after you make money first.

Ryan Stewman:	Yeah, figure one out, nail it then scale it, dammit. Everybody tries to just nail everything. Nail it and then scale it, right? You got it right with loan officers then start adding realtors. Once you nail it with the realtors then start adding other people that can benefit from that. And a lot of people they just a - when I got into this business, I didn't know anybody like me. I didn't know any top-producing loan officers. I didn't know any guys that had been top- producing loan officers in the short time that I would. I didn't know any guys that had been through the things that I had been through. I had to put myself out there and get the right message to be able to draw those people in. Turns out there's a lot of them.

Jaime Masters:	How long did it take - so once you started going down that path - how long did it take before you picked another niche. 

Ryan Stewman:	Well, I stayed with loan officers ? still the majority of my clients are loan officers today but I stayed strictly with them for probably the first 18 months.

Jaime Masters:	See, okay good. And then you started ? so you learn and it's way easier to do paid advertising to just one little segment then to try to get to too many places anyway. Did you do a lot paid advertising on that and how do you know when that was working verses not?

Ryan Stewman:	I did. And here's what I know about niching out. In the sales world, we say Grant Cardone. And Grant Cardone as far as a sales guy he's probably got the largest following of any living sales guys. There are some big, dead sales trainers that have some big followings but Grant out of any living guy, he probably has the biggest. And so he's a guy that has no particular niche. He's got a million followers and he sells to pretty much anybody in sales.

That's hard to compete against, Grant. Grant says he's got $400 million in assets, lives in a $10 million house and drives a Rolls Royce and all this stuff like most of us, myself included aren't on that level. He's got some time on us and everything else. However, if you start looking at niching it out, you say okay, Grant's got the sales niche as a whole on lock and he's doing really good, but I've carved out niches inside this that's giving him a run for his money for what he's making selling to as a whole and I've got a lot shorter time catching him as well. And so, and I'm not saying that other than friendly competition, Mr. Cardone.

Jaime Masters:	Oh, he's been on the show too. Good. Nice. I love it.

Ryan Stewman:	I like giving him a hard time, right?

Jaime Masters:	He can take it - out of everyone.

Ryan Stewman:	And I'm sure he's like, dammit, that guy. But so, but the <p data-wpview-marker="%5Baudio%20cuts%20out%5D">.</p> [00:12:38] as a whole, pretty much anybody, so he's got a great message, but if you look at Grant, he's got a message of motivation because he's gotta have something like, political almost that covers like everybody's ears where I can go in and I know that that there's 50 thousand loan officers throughout the country right now and I know that there's only two other competitors and both of those guys only have about 10 thousand followers where I stepped in and scooped up and 200 thousand and then dominated that niche. And lets say that Grant's doing 200 million a month, I might only be 200 thousand from the loan officer niche, but guess what, that's only in one niche then I duplicate that same process for the real estate agents - which is what I've done - duplicate that same process for the real estate agents. And then I started looking around, going okay if we're training agents and loan officers who else fits in to this, insurance guys, they fit into this, who else fits into it, title attorneys, they fit into this, who else fits in - you know. And then after I'd had some success as a coach I'd said okay, well now I can teach other people how I've had success as a coach. We'll get them in on this. And so I've scaled and niched it out and while I haven't caught Grant yet - he's doing a great job by the way - but I haven't caught him yet. It's like while he's going broad and wide, I'm going very narrow and niched out and he's missing over a lot of the tops of a lot of people where as I'm pulling every dollar that I can out of the segments that I go into. 

[Inaudible] [00:14:01], dang, he's pulling every dollar he can - but dude, I've helped over 20 people become millionaires in the last two years, I'm not doing damage to the marketplace. I've been in this for seven years with thousands of clients and you cannot find me on any rip-off report, any bad reviews, any nothing. And it's not because my friends are questionable character and might hurt some should they ever decide to do that but it's also because I've never let anybody down. I'm a man of my word and I've done everything that I said I'm gonna do 100 percent of the time. It's hard to find somebody in our arena that's done that.

Jaime Masters:	Unfortunately, but, yeah, you can really stand out when you actually do what you say you're gonna do. Who knew? So for everybody that's listening, you were a loan officer before so it's easy for you to go into that niche. Pick that one first. So if somebody doesn't have that and they're looking at a spectrum of I've helped a bunch of people and I'm not sure what one to pick. Do you have any ideas on what's easier for them? Because I've had people go, well I'm going to do the service-based industry or I'm going to this type of company and it's not super, super niched.

Ryan Stewman:	Well, I'll give you an example of how to niche down within something being broad. So, I have this friend Garrett J. White, and he's kind of an over-the top militant kind of a guy, and very alpha, very flashy and dashing, handsome, fully-fit guy. And he's runs a program called Wake Up Warrior. Garrett's niche is men, married men specifically, who are struggling within their marriage because of their job drawing them away from their family and taking priority which I could go through the whole series of chains of things that that a affects. Even though he's saying, my target market is married men, not business, not a specific thing, it's a mindset they have, that are about to divorce their wife because of their business life interfering or interjecting in their personal life. So he's taken something that's huge, guys about to go through a divorce, well, fuck, which one of us ain't, that are married, right? Like all of us are just any - we're just a few papers away from divorce, or one fight away from divorce, or one mistake or wrong move. I mean, what guy isn't? But he's got it niched out within a huge deal. 

And again, he charges $10 or $20 thousand per event so he doesn't need a whole bunch of people, he just needs five or ten people per event. He gets to give them personalized service. He makes a whole bunch of money. And because he's niched out, he gets to have the most effective experience for those guys, I know, I've been one of them and he gets to have the most effective experience for them. So, you have some sort of gift and the problem is if you're not wanted to niche it out, if you're not able to niche it out it's because you're not really discovering what your gift is. Garrett's gift is helping married men get through the bullshit, right? My gift is helping people that are making six figures a year, make seven, right? My gift is legion and sales, right? And so you know what your gift is and you know who you help. You have to watch that Core Influence first of all, but once you design that avatar, you just go all in after that person and I promise you they will show up. It's weird how that works on this planet, but they will.

Jaime Masters:	Oh, I love it. So how does Garret though target - so, it's easy to go oh I want loan officers on Facebook or YouTube or whatever, right? Or easier where as a married man that is unhappy in his marriage because of these things is a little harder to target. Especially if they're not looking for something specific, like I'm not looking for more money, I know I have a shitty marriage or whatever the problem is but it's harder to target them so how do you do that especially on the paid advertising side. Or does he not do paid?

Ryan Stewman:	See, you're thinking like a woman. No offense but like, this is a - his program's for men, right?

Jaime Masters:	Okay, go. Mm-hmm.

Ryan Stewman:	And so, I'm not saying that to be offensive or whatever. 

Jaime Masters:	I mean, I am a woman, so yeah. No, I get it.

Ryan Stewman:	Yeah, you're thinking from a females - but what happens with Garret is like, when guys get married and have been married for a little while - especially, let's say they married their high school sweetheart, let's just take the prime example. Dude marries his high school sweetheart, okay?

Jaime Master:	That's so me. Yeah, okay.

Ryan Stewman:	And when he's in high school or college and they get married he has rock hard pecs and six-pack abs and he's full of piss and vinegar. He's gonna go out there and make millions of dollars and you're gonna drive a Ferrari and you're gonna have 4.2 kids and little poodles and all that stuff. Meanwhile, you've been married for ten years, he's 36, he's making $90 thousand a year, working 90 hours a week. You drive a Honda Civic and a minivan with 2.1 kids and your poodle's a drooling Rottweiler that he's had since college that his dad gave him as a gift and he's got a beer gut, the six-packs gone and he's lost some of the hair on his head from steroids that he did back when he was in high school, right? And so that guy isn't getting the sex that he wants. He isn't getting the fulfillment in life. The wife isn't going to want to give him the sex that he wants, isn't wanting to fulfill him in life because he's not fulfilling the promise that he made to her as a youngster and so that's the mindset of the person that Garrett's trying to attract, right? 

And that can happen - that happens to a lot of guys. You go to any restaurant and look around, you're like, dude - 90 percent of dudes let themselves go, right- I go to the gym and I'm always thankful for the people that are in the gym because these are the people that haven't let go yet. And so anyway, when Garrett creates - he does marketing videos, that's how he runs ads. And they're absolutely amazing. And the first thing he'll do is he'll like, "Brother I had it all and then I lost in all, including my wife, including my life, including my money, I had the Porsche, blah blah blah, I got fat, I went bald", like he tells this story about, hey I've been in your shoes and if you have even remotely - which  a lot of guys are like Al Bundy. They were like three touchdowns in high school football and now they sell women's shoes, right? Which coincidently, I sell women's shoes so me and Al, we have that in common. I have an Amazon business where we sell women's shoes on Amazon. Yeah.

Jaime Masters:	Aw, do you really? Aw, now you need a picture of your hand in your pants like Al Bundy, right?

Ryan Stewman:	That's it man, right? I did not play high school football. They would not let me on the team, couldn't pass the drug test. Just kidding they didn't have drug tests when I was a kid, ha ha ha! Kid's these days. They'll never know how easy we had it. And so anyway, Garrett targets those out by his story "and if you were like me, let me show you how I got ?" And so that's something for your audience too, it's like you're probably embarrassed of your story. At first I was embarrassed too to say I did four years in prison, I've been divorced three times, I've been adopted, I dropped out of school, I've been addicted to drugs. At first it was really embarrassing to say that. Now I treat it, it's like accolades because I beat that shit. Right, like all that stuff happened to me and I beat- 

Jaime Masters:	Wait, all that stuff was true? I didn't even realize.

Ryan Stewman:	Yeah, no I was adopted at age seven, dropped out of school in the ninth grade so I didn't finish the ninth grade. I ran away from home at 17. I ran away from home at 17, was in prison by the time I was 20. I got out, created a successful life for myself, went back to prison on some false charges. I was falsely accused of some shit - for some gun stuff. And went back to prison for another two years, got divorced while I was in there. My wife took away almost a million dollars worth of stuff from me. Left me for the gardener. Got out in 2008 from federal prison with $25.00 to my name and today I drove to work in a McLaren.

Jaime Masters:	So, I knew you had a crazy story. I knew prison but I didn't know it was that crazy. That's nuts Ryan. Geezum. Okay, so, so, actually -

Ryan Stewman:	That was the tip of the iceberg. I've got stories for days.

Jaime Masters:	What's that?

Ryan Stewman:	I've got stories for days.

Jaime Masters:	I can only imagine. And that will be another show, no. So I want to continue on this theme and then I totally want to talk about the event you had too, if we have enough time. So, so let's say, we're like okay, we're honed in, we know this avatar really, really well. What would you do for a beginner subset of paid advertising, right? Because a lot of people are doing a lot of free stuff and maybe it's working a bit and their starting to go into the foray of paid, but there's so many people selling everything to try and get you to do paid and sometimes the especially the ROI at the beginning is like, I don't know if this going to work. Do we hire someone? Do we not? Do we test it on your own? What would you do?

Ryan Stewman:	Well, there's a lot to that. And I have the answers for you but you people are probably not going to like them.

Jaime Masters:	Good.

Ryan Stewman:	Because here's the thing, we like ourselves a lot more than strangers like us.

Jaime Masters:	No, everybody likes me, what are you ? no go ahead.

Ryan Stewman:	I know it's hard to come to grips with this shit folks, but just hear me out. We like ourselves a lot more than strangers like us. And people buy from people they know, like and trust. Now, you think about in your life, what mentor have you bought from that you just saw the first time. The reason that Tai Lopez is so successful is because that video was played a billion times, right? Repetition creates familiarity and people buy from people they know, familiarity, like, judgment and trust, judgment, right? And so, you have to keep those three things in mind. 

So, with me, I know that folks watching right now on your show that never heard of me before, don't know anything about me, that make a decision whether or they like me, it's going to be four to six months before you buy anything of mine. And I know that going into it. Now here's what sucked, going into this business I didn't know that for four to six months I'm like, where the hell are people giving me all their money? I see all these internet marketers, talking about oh, I just got rich man, just put my hat out there next thing you know a million dollars just got thrown in. 

Jaime Masters:	Yes, yes.

Ryan Stewman:	And that didn't happen for me. But what happens is there's a getting to know - there's a dating process. They're getting to know your content. They're making the decision on whether they like you, whether they can trust you, whether you are telling the truth, whether they agree with the truth that you're telling, whether you triggered them, your tonality. And all these that - and you can't make a snap decision like let's say, Russell Brunson, I paid 25 grand to him a couple years ago. And I probably followed that guy for two years and not heavily, but saw him enough for two years where I thought okay he's been in the game long enough for now and he's been doing the same stuff long enough now for me to see if he knows something. And same thing with Frank Kern, I had been in the business for a little while before I reached out to him. I had been business for two years before Kevin Nations. I had been following him for two years before I reached out to him. 

And that's what's going to happen in your business, right? Not everybody - matter of fact - I think the statistic, just forget the second number, I'm terrible with second numbers, but it's 90-something percent of people - so just say 90 percent of your prospects that you get on the phone, face-to-face, through the e-mail, in your lead box, whatever the case may be, they're not ready to do business right now. Ninety percent of the things you need to buy, you're not ready to buy right now. I need a new house. I just had another kid - it keeps happening. I have sex with the wife all the time and I just had another kid.

Jaime Masters:	There's solutions to that problem too, I'm just saying, but go ahead.

Ryan Stewman:	 [Inaudible] [00:24:43] you're cute. [Inaudible] look just like me. And, anyways so, I have three kids, four bedrooms. We're out of space. And so, I need a bigger house. However, I am a ? I'm gonna buy a bigger house, I'm a buyer. But I'm not gonna buy it until next August where the two year mark on the house I own is good so that the capital gains taxes are null and void and I can use that money as a down payment because that's what makes financial sense for me. Right, so I'm gonna by a house and if I showed up in somebody?s funnel six months, eight months right now, I'm a million dollar buyer. But I'm not ready to buy right now and there ain't shit you can do to make me buy right now because I've gotta work this tax issue out on my primary residence which means you have to live there for two years and one day in order to get that benefit so until that two year and one day pass there's nothing you can do for me, even though I am a buyer. 

And so you have to think about that, like the people that hit you up today and decide - I fucked up a lot on this when was getting started out because I'd think, man, if you don't buy from me today, what's your problem, I got all the answers, I know I can help you, like what the hell is wrong with you if you don't buy form me today. But I realized, a lot of people, it's not that they need to go make a decision, or this, that and the other, it's like things have to be right. Especially if you're a coach. Things have to be right in that person's life. 

So, I'll give you an example, I hired David Goggins this year, paid him a lot of money. David Goggins world's fittest man. He was a Navy Seal for 19 years. Dude's mentally sharper than anybody I've every met in my life. And I was in at a painful point in my life where I said there's got to be, like I was just so close to like dialing the switch. There's gotta be somebody who can just twist the damn thing but I was at a pain point, right? That pain had gotten so excruciating that if I didn't click that last damn [inaudible] [00:26:21] I was gonna like nails on the chalkboard for the rest of my life. And so, I had been, one of those decisions where I didn't just say, okay, I'm going to find me somebody and give them the money. There was this painful threshold that sent me on a three-month journey of, who is it that's bad enough to get me through this. You know? And he was the person and he has, he has changed my entire life. But he was the person that I ran across but again, even for me to hire David and I'm a pretty snap decision maker, I connected with him twice over the course of two month, maybe it was three months, picking him up from the airport, getting to know him and stuff like that before I made any kind of commitment to him. 

And so your people are going to be the same way. So, there might be a struggle for you in the beginning. Maybe you Wonder Boy or Wonder Woman and that doesn't happened for you and you just get loaded with clients right from the beginning. But for the rest of us that aren't that attractive and have to actually work for a living, the thing is it's probably going to be four to six months before - I mean think about Gary V., right? When you first watch him he's like "Listen, here's the thing, here's the thing, here's the thing. No, no stop it." And you're like, what in the - but after a little while, it kind of grows on you, like, okay, now it makes sense, that's like his shtick and then you're like okay, well maybe he knows what he talks about, I'll read his book and like that's the building process. And you think about it, he's one of the most popular people out there too. It's that repetition that you need. So, in the beginning you may not think you abs are working, but if people are seeing them there's a good damn chance that they are working. You just gotta keep going through it. Because there is a tipping point where all of a sudden you go from nothing works, nothing works, nothing works, to like boom, leads are showing up.

Jaime Masters:	So where is that line then too? Because I know a lot of people will start to do paid ads and they're like, this much money, this much money, this much money, where do I stop it, right? Especially if they don't know their funnel numbers and conversion numbers from cold traffic at all so we're just going like this, eventually it will turn into something. We've got a whole bunch of leads but we don't know if they're the right ones until they start converting but if that's four to six month then we don't totally know what to do. Right? So there's this annoying spot of like do I stop, do I not? And how much money do I throw into it?

Ryan Stewman:	Yeah, you know dependent on how well - like for me I started out spending 25 bucks a day. And I seen one or two people to talk to a day and I knew that every four to six people I would get one or two sales from it. And I knew that I could take on one or two people a week with out being overwhelmed and I could scale it accordingly and then train somebody else and then duplicate the process and that's what I've done. The thing that you gotta decide though, is how much money can you spend - and it's not Vegas you don't want to say, okay I can spend a $1,000.00 on ads this month and go, okay, we just spent it all what's next, right? You just spend a lot of money, because Facebook will suck it out of you that fast.

Jaime Masters:	Seriously.

Ryan Stewman:	A thousand dollar a day budget, gone in ten minutes. No problem whatsoever. They got the clicks. They got as many clicks as you possibly want. But here's the thing, what you need to do is you need to say okay, we've got $1,000.00, we're gonna put ten bucks in a day. Twenty bucks in a day. And you see, after you've been running a week and you've spent let's say a hundred bucks, then you say okay, for a hundred bucks we picked up two leads. So we say that two leads is a hundred bucks, all right. So you go the next week and you get three leads and for a hundred bucks, right? Okay, so $200.00 is five leads, so it's 40 bucks a piece so 200 bucks is five leads so like $40 a lead and out of those five leads you close one of them so you're like, okay, I'm spending 200 bucks to make a sale. 

Then you keep test it, the next couple weeks, you get those same numbers, then here's the mistake, Jaime, that so many people make. They say, okay, so this is working at $10.00, put a 100 in. And what happens is Facebook, it goes whoa, whoa, whoa, you just ten times your budget, like now we gotta go find ten times the right, and it gets all confused and it - what happens is you've upped you budget so it sucks your money out quick while it's still trying to process and think of how to put the list together and then people go I don't know what it didn't scale. Instead, what you have to do is scale it by 20 percent a day so if you started with 10 bucks then you put it up to $12.00 or $15.00, let it run for 2 or 3 days, let the algorithm for the ads adjust then you put it up to $25.00, let the algorithm ad adjust, you put it up to $35.00 dollars and then eventually when you get to $100.00 you can add $20.00 a day to it so you're taking bigger steps all the way up. And if the math stays the same all the way up then you know that you're scaling your business. All of a sudden for a hundred bucks you get five leads and so on and so forth. The thing is, most people, they say, okay, we're getting $2.00 on day one, we're got two leads for a hundred bucks that means that leads are $50.00 a piece, put $5,000.00 in it, let's roll with it and then they only get four more leads and they're like, shit, the rest of them were a $1,000.00 a lead.

Jaime Masters:	Now, do you think it's smart for people to go on their own and do this and learn the process? And should they start with Facebook? I know there's a thousand questions, but there's a small subset of, "What do we do?" from in general, most business owners that are just getting into this.

Ryan Stewman:	Yeah, so, you have two choices. It just depends on how much money you have and who you are, meaning your personality type. Choice No. 1, you can do it yourself and you need to learn that so you would need to learn that from me. You can join one our programs, breakfreeacademy.com/entourage.

Jaime Masters:	So you guys teach Facebook ads too?

Ryan Stewman:	Mm-hmm.

Jaime Masters:	I didn't even know that. Man, I'm learning so much.

Ryan Stewman:	Two years ago, I was voted No. 3 Best Facebook Advertiser on the Planet, but I hide under the disguise of this sales trader so people don't even know how talented I really am, Jaime.

Jaime Masters:	Well, that's what's so funny. I know you as the sales guy, Hardcore Closer, right? And I know you're really good with Facebook ads, but I didn't even think that you had a - because I know a ton of Facebook people, but anyway, okay, continue.

Ryan Stewman:	And Dan Henry is another one that I recommend. He's very good at what he does. I forget the name of his program. But you can just Google or look up Dan Henry he really knows his stuff. I like him a lot. Jason Hornung is at Hornung is another really good Facebook ads person that trust and have done business with that knows his stuff. So, you could reach out to one of those guys. Matt Ganzak is another one, G-A-N-Z-A-K, he actually does my stuff so please leave him alone. I hired him earlier this year and I said, now listen, I've hired all these people to run my ads and fired them all. He's been with me for eight months, he's very coachable.

Jaime Masters:	That's really good. No, that's really good to know. That's really good. Okay.

Ryan Stewman:	And so those guys are the ones that I've personally done business with where you can learn how to run Facebook ads from them. They have digital programs and so do I, but I want to give you options, right? That's what a good sales guy does, says here's you options, clearly this one right over here is better. 

Jaime Masters:	Of course, of course.

Ryan Stewman:	And then the second way, is you can hire somebody to do it for you. Ganzak and Hornung both have agencies as well. Dan Henry does not and I do not but Ganzak and Hornung do, so if you wanted to hire them to just do it for you, you can do that. So, if you have a big - those guys are gonna cost your five or ten grand a month plus your ads spend. They're good at this. Any good advertiser is gonna cost you that money Matter of fact, the people who charge less than that amount of money are probably gonna blow you money. Just being honest with you. Right? Those guys can charge that money because they know they get results.

Jaime Masters:	That's what I always have to do with clients, I have to be like, I need the sweet spot of someone that knows what they're doing but doesn't know their worth yet and they're okay with me going, okay I'm just going to give you some referrals at this level. Because as soon as you know your worth, you're going to charge so much more. Right? And not that I don't tell them that they're worth a lot more but I want the sweet deal for my clients, right? But you're right, because it costs a lot of money. 

Ryan Stewman:	If somebody does a good job for me I sent them a shit-ton of referrals so they don't raise my rate. That's the key.

Jaime Masters:	That's exactly what I do. I love it. Okay.

Ryan Stewman:	And so, you can hire one of these guys to do it for you, just dependent on how much money you have or you can learn it yourself. Or you might want to do a combination, you might want to know how to do it and then just pass it off to somebody so you know what's going on.

Jaime Masters:	Yup. And that makes a lot of sense. Because if you have no clue whatsoever either then anyone can sort of take you under the bus and be like, yeah this is how it goes, oh sorry it doesn't work for you. And just take your money. Okay, cool. So, the reason why I went down that path for so much is because I know a lot of people could do a lot with paid advertising and they're sort of timid because there are crazy internet marketers out there that are like "Do paid advertising!" and then there's the corpses around, right? And that's what's tough because some people have gone into it and taken a step back. So you would start on Facebook and not YouTube in general? Or does it matter on where the audience is?

Ryan Stewman:	It's where your audience is.

Jaime Master:	I knew you were gonna - yeah.

Ryan Stewman:	I use YouTube and Facebook an awful lot. I've got 2000 videos on YouTube. Some of them have been viewed a million times. So, obviously I'm really heavy on YouTube as well. I mean, with a face like this how could I not. I'm surprise this nose even fits in the frame on YouTube, but I'm make it all work out. See that's called trick photography folks. And so it just depends on where you audience is at. And YouTube's a good place. Facebook is a lot easier platform to run ads on if you're doing it yourself. Facebook is a hell of a lot less confusing that Google AdWords or trying to run stuff through YouTube. That shit's so complicated that I don't even mess with it. Like, I have somebody that goes through Google, because every time I got in there and try to set up AdWords, I break shit.

Jaime Masters:	Totally. I'll ask later about that YouTube stuff. But before we get into that, because I know we have to start wrapping up soon but I wanted to chat really quickly about your event. Because you just had an event with 300 people, which is - was it your first event or has it grown? Tell me about how you got butts in seats because a lot of people are doing events and their starting like, okay, 20, 30, 40, 50 and trying to scale that and 300s a lot.

Ryan Stewman:	Well, it all started in 2013 at Kevin Nation's house. Sitting there with Garrett J. White and Tim McGauley and a few other really cool people. And I came up with this idea called Break Free Academy. And really, I don't mention it much, HardcoreCloser is turning into just a website. It not our programs anymore or anything else. It's just a website and I got that nickname on accident. I created the sales train and stuff in that site and then people thought I wanted to be called the Hardcore Closer so they start calling me that and it's a cool nickname so I'm like, that's cool brother just keep calling me that, that's all good. Right? Because if you deny a good nickname and the give you a terrible nickname you will forever live in regret.

Jaime Masters:	That's what happened to me before. Okay, continue. Yes.

Ryan Stewman:	And so, but I created this Break Free Academy because I always wanted to create a blanket coaching program so I've got guys that just coach loan officers that do a $100 million or more a year in mortgages so they're like way qualified. I've got guys that just coach real estate agents that do nine and ten figures a year in real estate transactions so they're way qualified. Because most people that coach, don't do. 

Jaime Masters:	I know.

Ryan Stewman:	And so, I wanted to create something where you actually learn something from somebody that said I closed a billion dollars in real estate last year. There's only like 50 people in the country that did and one of them just happens to work on my team. Right? There's only like a 100 people that closed a $100 million in mortgages and six of them are my clients and on my team that now coach.

Jaime Masters:	Wow.

Ryan Stewman:	And so we've - we're basically shattering records and with Break Free Academy I've come up with this concept where eventually I would have these people - at the time I didn't have them - and eventually I would have these people or I would help turn somebody in to that person. Right? And so, Kevin tells me that we need to make a small event, five people, $5,000.00 a piece, go fill it up. Right? That's our job. So I turn to Facebook ad machine on, get some leads, go through a bunch of them five grand was like the biggest amount of most that I'd ever asked for. And five grand got three people at $2,500.00. Close enough, right? So, got three people to come to my very first even and they all loved it. It worked out - they got the results - everything was perfect, we got testimonials. 

	The next time we got eight people to come for 2,500.00 bucks and I pitched them another $2,500.00 coaching after that and sold four more of them. We did that one in Vegas and people got so fucked up that I was never gonna do another event in Vegas ever again. One dude fell down the stairs at the Aria. Another guy pissed himself in the hallway and blacked out outside our door. It was just - I don't party like that. I was asleep, right? I wake up the next morning and complete fucking debauchery guys. Really? We have one job, it's to run a seminar. What the hell. I woke up, it's like The Hangover movie. This is pre-The Hangover. It was like The Hangover movie. I'm like, what in the hell? This is a seminar!

	 Anyway, so no more Vegas and then flash forward for about a year and a half, maybe five to eight people would show up at these events. Ultimately I got it to five grand. Then, one point I had just been doing it so long and let's say that I got 30 to 40 people that had come through the program and that were satisfied and those people would start telling other people and it was like this tipping point. So I look up one month and we got 20 people, right? And I'm like, check this shit out, right? 

	And I lived in this penthouse in downtown Dallas and on the penthouse on the fifth floor of building the penthouse is in, there was this whole lounge and so I would just do the events there. No renting a hotel, nothing like that just rent out the lounge for the day and it was like a hundred buck deposit. As long was we didn't break nothing, I got my money back. And so, I ran out of room. And I joined the country club and so I started throwing them at the country club and I ran out of room. And I moved to another country club and we ran out of room on it. And then June of this year we had 90 people in the room at $5,000.00 each and 43 of them converted to our $30,000.00 a year program.

Jaime Masters:	And this is just because you're growing in general? And your sales and marketing is still really good. So, it's not like some big, wham bam, you did something to get 90 people it was the whole thing. Okay. 

Ryan Stewman:	Yup. And so then we're now in this building here that holds 75 people. And so our events are now limited to 75 people. We're about to raise the price to $8,000.00 and about to raise the price of the $30,000.00 program to $50,000.00 at the first of the year. But so over the years now - I've been doing this for three years -? and over the years of creating this seminar and this atmosphere at Break Free Academy, we've had a lot of clients. So we didn't market this event, we didn't run Facebook ads or any of that stuff. We just asked our past clients if they'd like to come to an even for 200 bucks. And they all showed up. Almost all of them.

Jaime Masters:	Wow. Yeah.

Ryan Stewman:	Yeah, and we had about 300 of them and I know we were talking about this before, but one of the highlights of my life is - I have a terrible voice, and so I can't sing for shit and - but you know, what little dude doesn't like - some people want to grow up and be like Tom Brady or they want to be quarterback. It's like, I want to be like Vince Neil. I want to be one of those guys, Bon Jovi, somebody like that, when I was a little kid. Right? James Hetfield, right, as I got older. And going to rent out Union Hall, which is where we had the 300 people. Renting out Union Station which is like Union Station where the trains and shit come through. It's a huge place. We rented out the whole building, downtown Dallas, overlooking the place where Kennedy was shot and stuff, so there's was like tourism going on there and everything else. 

	And I roll up. I have a McLaren and an Acura NXS, right? So, I got two multiple-hundred thousand dollar cars and each day I'm pulling up I toss my keys to the police, in case they have to move my car, that are watching the building. Go upstairs, smoke a joint on the balcony of the thing. We're turning up Future and Jay Z and shit, fuckin' rolling all through downtown Dallas with the - because we rented the sound system for like $10,000.00 for the event, right? And we're like, fuck it, while they're not here, we're turning it on, fuckin' playing music in the morning while we're setting up and stuff. And it's like, dude, that's like a feeling, I made it. And then get on stage and everybody's there to see you. And so, we did this one as a trial run and next year, I believe we can put a thousand asses in seats just because we didn't hardly market this one at all and it was a huge success. Marshall Sylver was there. Chris Record was there. I mean we had some very, very just talented speakers that rocked the house.

Jaime Masters:	I love - I love hearing the story. Especially from where you came from because a lot of people, in general, we hear a lot of stories but a lot of the stories are like, I started here and I went here. Yeah. You're like, no, no I was over here and I went back and forth a little bit like this and then slow and steady wins the race and Hardcore Closing I'm sure also helps. But, I love hearing the trajectory of just keep on keeping on because it grows and it grows and it grows. It's not like wham bam internet market millionaire in a second. Which  -

Ryan Stewman:	Not for me it wasn't.

Jaime Masters:	Thank you. We need to hear that. Not for like anybody except when you get in on it when it was brand new and it was easy to make a lot more money back then. So, I really appreciate the whole trajectory of what we went through and I know we have to wrap up because we're going over, but you know, I'll have you back on the show. Don't worry. I love having you on the show already. You make my face smile so much it hurts. So that's always a good thing. I have to ask you the last question. It what's one action, out of everything that we talked about or something else. What's one action listeners can take this week to help move them forward toward their goal of a million?

Ryan Stewman:	You know, great things aren't done from your comfort zone, so I'd say, get out of your comfort zone. And that's so broad that people say all the time, but let me define comfort zone. When you find yourself not wanting to do something because it doesn't feel good, those are usually the things you need to do. See, there's this thing on the planet - let's just take God out of the equation, religion off the table, let's say that none of that every existed. Let's say that we were all coded with a keyboard and then we were put on a serve. Right? So we're like the SIMs. We just think that we're alive. The SIMs may thing they're alive for all we know.

Jaime Masters:	The Matrix.

Ryan Stewman:	So we're like the SIMs we think that we're alive, right? We've been coded and sat on this computer server. Okay, well in order to code anything you code it based on average. You make a video game based on the average coding level, not the extreme guy that figures out the cheat code that knows how to beat the game. Those are hacks that happen, right? Well, we're coded by something called the force of average. And what happens is the force of average - anytime you get out of your comfort zone the force of average is the thing that pushes you right back into your comfort zone. 

	Anytime, in order, see so right now 20 percent of Americans make a $100 thousand or more a year. In order for those 20 percent to get pushed up, 80 percent had to get pushed down, right? Only 10 percent of Americans make over a quarter million a year. In order for those people to be able to go up 10 percent of those other people had to be pushed down. Only 5 percent of Americans make over a half a million dollars a year, same thing, in order for those guys to go pass, the force of average had to catch up and pull the rest of them down and only one percent makes over a million and those are the guys that step way out of their comfort zone and their fearless of the force of average and have figured out how to keep their trajectory so laser-focused and so pointed that they bust through the atmosphere because if you think about a rocket ship. If the rocket ship went sideways like this, it would never bust through our atmosphere to go into outer space and so most people, they're ADD, they're rolling through, trying to break through the atmosphere with this big broad spectrum of stuff. Man, when you're laser-focused and your trajectory is there and you step out of your comfort zone the force of average struggles. It's easier to knock this down then it is maybe to knock this point down, right? 

	And so, just thinking about that when you step out of your comfort zone this week, anytime and I tell myself this all the time - this morning - I was at Jay Z last night. Front row, Jay, right there, what's up man, right? I could of handed him a blunt, if he wanted, I have one too, just saying. And so the thing is, I had great tickets last night. I was out late last night, clearly high out of my mind at a Jay Z concert. I did not want to get up and go to the gym this morning. But I know that how you do anything is how you do everything so if I refused to get up and do what I need to do in my life because I'm tired and not go to the gym, then that will show up in other areas in my life too and the force of average will have won. So the best thing that I can tell you is not to go out and prospect and all this other stuff, unless it makes you uncomfortable, then that's the thing you need to do.

Jaime Masters:	You gave me chills in that also. I'm very impressed. You're really good Ryan. I know you already know that.

Ryan Stewman:	Buster Stewman in the house.

Jaime Masters:	I don't say that very often. All right. 

Ryan Stewman:	I appreciate it.

Jaime Masters:	So thank you. So appreciate that because I know people have heard, get out of you comfort zone over and over and over again so anybody whose listening right now, pick that one thing that makes you sweat or ridiculously scared or whatever that thing is that really makes a difference and go freaking either do it right this second or if you're driving or whatever, do it as soon as you can. Write it down, put it on your calendar otherwise you won't do it and listening to this was pointless. Kidding. Never pointless with you, Ryan. So, can you tell us where we can find more about you and Break Free Academy and all that fun stuff too?

Ryan Stewman:	Yeah, so the best thing for I think your audience right now. Especially for those of you who are trying to figure out - you're looking for a side hustle to fuel your main hustle. The best thing would be for you to go to FunnelCloser.com, there's a free training waiting there for you. It's a webinar that will show you how I've help some people with a decent sales skills earn $20 and $50 thousand a month as a side-hustle. Which, for those guys has turned into a full-time hustle now, obviously. And I'll show you the exact blueprint. Yes, there's something for sale on the webinar. Yes, it will change your life. Yes, it is awesome. Yes, I endorse it and made it myself. 

	And here's the thing though, if you'll just head over to FunnelCloser.com, the training alone, whether you buy the stuff or not, which you should, totally, but the training alone, will open your mind to the possibilities of making money in ways that you've probably never thought about before. So, just go over to FunnelCloser.com and then always HardcoreCloser.com, make sure you subscribe there so you're on our e-mail list and get all of our cool blog posts and videos and stuff that I put out there.

Jaime Masters:	Oh, yeah. We sent it to a bunch of clients and stuff like that. The scripts that you had for free on your website on HardcoreCloser. Anyway, so everybody so go check that out. Thank you so much, Ryan for coming on the show again after crazy, wild night and everything. And you brought it. I really appreciate it.

Ryan Stewman:	Hey, thanks for having me on. It's always fun to hang out with you.

Jaime Masters:	Heck, yeah. Thanks so much. Have a great day.

Ryan Stewman:	Later.

Tags: Business Owner, entrepreneur podcast, eventual millionaire, jaime masters, lead generation, millionaire entrepreneurs, path to success, podcast, Ryan Stewman, start-ups / startups, startup entrepreneur, top entrepreneurs

Categories: All, Featured Millionaire Interview, Millionaire Interviews, Sales

Hi I’m Jaime. Each and every week I bring you the top business advice from the people who know best.

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