Andrew Gottlieb 4:34
So it was a little over 10 years. So when I was a senior in college, like a lot of students out of in fall of 2010 I was applying for any and all jobs I could apply for. The thing though with me is that I got rejected from every single job I applied for I didn’t even have a hey, here’s the job I could reject it and feel good about myself just straight-up rejections and I started to go through a lot of just self-reflection of why this was happening, because I had all the internships I had a strong GPA, I was on the soccer team extracurricular. Like you name it, I was doing it in college. And in that process, I just stumbled across this chain email in which I was directed to view this new podcast show. And this guy was talking about how he was living on the beach in Costa Rica, making six figures. And just that concept was so out of the box, and nothing I’d heard of in my entire life. I was just fascinated with reverse engineering, what the heck was this guy doing that have that type of life? And from there, I started to realize how much I actually enjoyed marketing new technology and trying to turn this into a more purpose-driven twist of how could I use this to advance the missions and messages of purpose or in businesses? And if you think back to 2010, I mean, this is when people still like Mark Zuckerberg. So the idea of Facebook was this new hot thing people are up to over a decade ago.
Jeremy Weisz 6:06
Do you remember the podcast that you were listening to?
Andrew Gottlieb 6:09
It was David Garland?
Jeremy Weisz 6:14
Oh, yeah. David Siteman Garland?
Andrew Gottlieb 6:16
Yeah, that’s it. Yeah. I thought there was something before Garland. I don’t even know if he’s doing that podcast anymore. I think he’s in softball or something.
Jeremy Weisz 6:23
Exactly. I will have to give him a shout-out to send him a message that you inspired his journey in business. So appreciate that. Yeah, I think it looks like he was knee deep and just dominating the softball scene right now. So did your background because I know you majored in managerial economics that help you with what you were going to be doing in kind of across Facebook and pay the ad campaigns and everything?
Andrew Gottlieb 6:51
Yes, and no. So why I say yes and no, is, there’s one professor in particular, who really changed the trajectory of my career. His name is Chris Allison. He was a former CEO of this company, he took public Tollgrade, I’m sure made a lot of money when he exited that business. And now he’s a professor, numerous colleges in the Pittsburgh area. And he specifically taught some entrepreneurship and econ classes. And what I learned from him was very tangible with how I parlayed that into No Typical Moments future career. I mean, he canceled last second to get coffee in November when I was back in Pittsburgh, but he’s still that impactful in my life. And I was just on campus last April, and being able to be in the same room as him and hear him speak intelligently about p&l statements, go-to-market strategies, all that stuff, I still just shut up and listen to him over a decade since graduating. So I’d say that was super relevant. There’s always going to be those random econ college courses you took in 10 years later, you’re like, why did I need that geology course that made no sense? So I would say, it definitely taught me how to think how to be a good public speaker. I was an average writer, and I think I graduated as a pretty solid writer after college.
Jeremy Weisz 8:17
Who are some of the other mentors, you have some distant mentors with podcasts. And if there’s any of those throughout the years that have really influenced you, and then you check Chris Allen, who else has influenced you?
Andrew Gottlieb 8:30
Well, my fiancé calls them my man crushes. And that kind of go in phases of who those people might be. So Gary Vaynerchuk back when I started No Typical Moments was a huge driving force and getting into this. I didn’t listen to him for years on end for no particular reason. And last year, my Spotify wrapped with made it very evident that Gary Vaynerchuk was my personality of the year. So he’s a mentor from afar. What we’re speaking about before you hit record, Jesse Itzler has been a big voice for me, in him it’s more of just how to live a holistically awesome life, which is why I’m in his program, Build Your Life Resume. And then I would say the other individual that’s coming up for me is the leader of the mastermind group I’m a part of in San Diego, his name’s Tom Devereaux. It’s a CEO Peter Peer Group and I’ve been in that for I want to say six or seven years and he’s been the leader in those groups. And it’s been very supportive for me of how to become a CEO that speak up plainly about it.
Jeremy Weisz 9:41
What made you decide to join Build Your Life’s Resume? I know I’ve listened to two of Jesse’s books, I don’t know how many he has, but Living With The Seal and I think it was Living With The Monks or something like that. Both phenomenal. I love them. What made you decide to join, Build Your Life Resume?
Andrew Gottlieb 10:03
So just to clarify, I don’t even know how he differentiates all these things, so I technically just have his big calendar, I didn’t pay for the full package. So I’m in the program that might be too logistical. I’m also in his other program called All Day Running Company. And I mentioned this and it will make sense why I’m kind of differentiating these two brands is, I’ve known enough, listen and follow Jesse for a bunch of years. For whatever reason, this fall, I started to get super doubt into what he’s all about. And I think that was because I see him as a man, as I step into this next evolution of my life of getting married. Kids will be in the future of someone I can really look to, for guidance, who’s 100 doors ahead of me in all dimensions of life, in that process, he posted a message one day, for this All Day Running Company of this beta group, in which you would get free access, like all these things, and a two week trial period, and I jumped on it instantaneously and was a part of his beta group and the amount of positive momentum I had in my life through just one call with Jesse carried me for the next week. And so as he ended the year and a lot of his programs are kind of in the New Year New You vibe, I just thought, okay, if that one call with Jessie made that big of an impact. If I had 12 months of being in his energy and everything I can learn from him, I think it’s a no-brainer to take advantage of all these things he has that also have a really great track record of changing people’s lives to jump on it and see how it just elevates me as a human being and 2023. In the amount of time I spent in Spotify, trying to find just hidden podcast episodes for this from three years ago, it made a lot of sense. Have I spent that amount of time just listening to him? Why would I not want to be a part of these things and just dive a little bit deeper with him?
Jeremy Weisz 12:14
Yeah, well off the final friend, Ed O’Keefe had him on his podcast, I have to find that shout-out to Ed.
Andrew Gottlieb 12:21
And he sounds familiar?
Jeremy Weisz 12:22
Yeah. If you haven’t listened to it, I’ll send you the link or we’ll link it up here for Ed O’Keefe and Jesse Itzler. Is there anything that sticks out from advice, when you don’t talk directly to him from his program that you kind of took to heart?
Andrew Gottlieb 12:43
Do you want me to show the calendar?
Jeremy Weisz 12:45
Sure, yeah. Yeah. Pull it out? Yeah, well, there’s going to be on video. So if you’re listening to audio, I would hop over to the YouTube video, because Andrew is going to pull out his, we’ll see what it is big calendar. So let’s check it out.
Andrew Gottlieb 13:02
I say this because it will make more sense.
Jeremy Weisz 13:07
Never been seen before.
Andrew Gottlieb 13:10
I didn’t realize how visual I was, until I. It’s huge. And so you’ll see these colors I have around it. And I’m not even fully done with the process of mapping out 2023. But what it showed me is, I need to create space and time in my life for the important things that aren’t on your typical resume. For instance, being in zoom meetings for seven hours a day, yeah, it pushes the needle of where my business is going. But in 10 years from now, I’m not going to remember any zoom calls I did in February of 2023. Except for this one, I’ll remember this one. And so as just I have more on my plate with responsibilities with work, getting engaged kids in the future, this is really me taking control of this area of my life of I want to still create epic moments and experiences with the people that matter to me. So and I’ll give two examples of things that I’m carving out this year. So far, I only have it built until my wedding in July. So the first one is going to be getting married in July of 2023. The second one is something I’ve wanted to do since childhood, and my bachelor party will be at WrestleMania this year. And I don’t drink. I don’t party so I didn’t want a bachelor party looking like that. I just thought like what Could I do that I would just have the most childlike fun nonstop for a weekend and WrestleMania it’s gonna be in LA I live in San Diego and it’s just.
Jeremy Weisz 15:09
You big wrestling fan. Have you always been a big wrestling fan though?
Andrew Gottlieb 15:13
As a kid I loved it as that was like The Rock and Stone Cold era. I’ve watched it on again off again, probably since like, freshman year of high school until now. I will admit I watch WrestleMania every single year and the Royal Rumble. I’ll like look on Twitter, Tuesday mornings to see what happened. I’m not as active as having to watch every Monday night, but definitely like those two pay-per-views I love. Are you a fan?
Jeremy Weisz 15:39
That’s awesome. Yeah, I was I mean the Hulk Hogan Ultimate Warrior days and shout a friend Colt Cabana, who is big in the wrestling. Yeah, he has a big podcast. Yeah. So he’s a friend. And he’s been on the show before. And he’s changed the name and kind of format. But he had the art of wrestling. And it was one of the top podcasts for a long time in that genre niche. So yeah, that’s awesome. I love it. But also, you didn’t mention pro soccer team-related activities.
Andrew Gottlieb 16:17
Yes. So, as you asked that question, and now I’m remembering the question you asked a few before kind of why did I joined Build Your Life Resume. So this is kind of all connected here. So I was on my binge listening of Jesse Itzler episodes, just search his name in Spotify, find five episodes, just add them to my new episodes and kind of backlog them. And this was one of the first times I heard his messaging around all these goals and putting stuff on your calendar that really matters and reverse engineering, how much longer you have to do X, Y, and Z. So for him, he is getting the example of like, I don’t have that much longer to be climbing Mount Washington. There’s not many 80-year-olds, a top there and I had this really crystal clear realization of how much longer do I have playing soccer at a level that I feel proud of like, I’m sure it’s 50 years old, I can be kicking around. But I don’t know the last time I’ve ever heard of a 50 year old trying out for a pro soccer team. So I was just on this high of one, you do something inspirational, something that scared me and the Oakland roots team are trying out for is actually a client of our marketing agency. And it was just kind of like all the dots were aligning. And I was like trying out for the open roots. That is something that scares me. I’m going to do it. And I happened to have a checking call with their CMO a few days later. And I said to him, like, hey, I don’t want any favorite points, because your marketing agency and whatnot. But is it cool if I go to your tribe?
Jeremy Weisz 17:53
I may turn your ads off of I don’t make the tip.
Andrew Gottlieb 17:58
And he was like, yeah, if you can play 100% go to the trout. I’m all for that. And so there’s got to that level, and also is a pretty competitive bidding process to even get selected as their marketing agency. So it kind of an egotistical way, like in my mind, I really love this client and that deal. And it’s kind of like, I dare another marketing agency founder to try out for that team, like, let’s go toe to toe if he wants to steal that enough. And it’s very much for me, like I said, before we hit record, the chances of me making it are 0.000% chance I’m not getting to move to Oakland, and that 0.0001% chance I make it. It’s much more about setting a big scary goal and go through that process. And what I learned through that experience.
Jeremy Weisz 18:49
I’d love to talk about some of the milestones or maybe ups and downs starting, we talked about starting in your bedroom. What was one of the first big milestones and first big challenges you had when starting the business, because you mentioned like you couldn’t get a job somewhere. And so you decided to start your own company.
Andrew Gottlieb 19:10
Let me fill in one gap there. So that was fall of 2010 when I was applying, I kept on applying for a while longer. So spring it 2011 is when I started to listen to David’s podcasts. And I had this idea of I would build No Typical Moments one day into the future. So it took me 18 months of just working out in the nights and weekends until that dream came to reality and I had a lot of odd jobs during that time, I volunteered in New York City at an internship program. I came back to Pittsburgh, I had a few more internships. I worked game day operations for the Steelers, I finally found a full time job and a minor league baseball team in December. That would have been December 2011. But then September 2012 was when I went into the business and the first big milestone was finding your first paying client. So as I left that job, I said, okay, I have six months’ worth of savings. And in six months, if I can’t replicate my income, this was not meant to be. And I’ll find another job. But I need this six months of just going all in figuring this out. So within 90 days, I want to say it was almost 90 days to a tee as right before Christmas, we found our first paying client. And that was just such a confidence booster too. I was just an endless coffee meetings, sales meetings, trying to get someone to sign us up as a client. And finally someone came through. And it really started to snowball from there. With new clients coming on board and kind of our first big break, that would have been August 2014, I think that timing was or 13. I think August 2013 is when I met Lisa Nichols team at Bali at an event called awesomeness Fest doing yoga with and one thing led to another and started to run their fish stock Facebook advertising campaign that poll.
Jeremy Weisz 21:15
The original, the first client, what was the service that you were doing for them?
Andrew Gottlieb 21:21
That was with that individual I mentioned. And I hate saying I don’t remember his name. It was I don’t want to say it, but I’m just talking about it. Yeah. Okay.
Jeremy Weisz 21:35
You don’t have to mention names. But I’m just curious, because I find that services that you offer evolve. So I’m wondering what that first service was that you did.
Andrew Gottlieb 21:46
Way back then we were doing organic social media marketing. So this was Twitter and LinkedIn, organic social media content and community management for this individual.
Jeremy Weisz 22:00
Got it? And then Lisa Nichols, at the time when you first started working with them, what kind of services did you do?
Andrew Gottlieb 22:07
So if you fast forward to that contract, that was Facebook advertising.
Jeremy Weisz 22:12
Okay. And then that relationship evolved. And you did more than just Facebook advertising over the years.
Andrew Gottlieb 22:20
So the way this evolved was that it was initially organic social media marketing. As I said, that 18 month gap, I was building up my skill set and finding random free projects I could take on. And that was all organic social media marketing. What I started to realize is when I was in the sales meetings, is there wasn’t a clear ROI. Back then of you’re going to update my Facebook and twitter feed what’s this going to do for revenue for my business. And it was really hard to make that case back then when social media wasn’t what it is today, when everyone knows they need it. So what I realized was if we did paid advertising is that would be a very black and white conversation of you spend this, this amount goes back to you in revenue. So there’s a much cleaner business case as to why you should hire us. So from Lisa Nichols, roughly until 2021, when iOS 14 happened, Facebook ads was pretty much our only service offering. It was working, Facebook was just skyrocketing as a business everyone needed, it wasn’t really thinking about diversifying outside of that. And we will take on projects here or there with other services, but it wasn’t something we’re necessarily relying on. If we looked at our portfolio, 95% of them were doing just Facebook ads with us. And when iOS 14 happened, how deep in techie do you want me to get or just keep it high level go for it. I’ll just keep it high level. And in one sentence, iOS 14 made Facebook advertising very challenging. And a lot of our clients were pulling out of Facebook ads. If they weren’t pulling out, their return on investment was starting to diminish pretty quickly. And what we had been planning for many months before that was that we were going to have a well-rounded agency with a plethora of services you could dive into. So what we had said was we’re now going to do YouTube advertising, Google advertising LinkedIn advertising really hitting on all major mediums. And I took another step back. And I said, okay, not only do we need to be doing that, but I don’t even know if a lot of these clients even should be advertising in the first place. What they really need is thought leadership in someone to be owning the strategic direction of their marketing campaign. So let’s take another bird’s eye view and go okay, let’s actually find a staff of fractional chief marketing officers who can be pointing them in the right direction, sending them up for success that when we actually run these advertising campaigns, they’re going to work and not fail.
Jeremy Weisz 25:06
I guess some of these moments, a lot of different type of moments, force companies and people to pivot, right, even stuff that they were thinking about, and probably COVID, that’s happened with COVID people are probably thinking of doing something for a long time. And that almost forced people’s hands in pivoting. Right. So when that happened, that obviously cause big changes in your company. What do you go to the clients and say, at that point?
Andrew Gottlieb 25:37
I know what I want to say. But what I said to them was, hey, I think right now is a good moment to start diversifying your lead generation source, because if everything’s tied up in the world of Facebook, and Zuck, you’re gonna have some issues moving forward. And I think that was finally the moment because we had been trying to tell clients for years to get out of Facebook, and people would always just shut it down and just say Facebook’s working, why change it, and I think it was just the storm of not only iOS 14, there was all the issues from Camp bridge, Analytica, all the bad press was, the PR of Facebook took a very sharp turn towards negativity when it was for the longest time just like, the best thing since sliced bread. And so I was able to make a much better business case to clients, then of the importance of diversifying off of Facebook, into other lead gen sources. And I mean, there’s other examples of clients who were spending millions of dollars per day, and all of a sudden Facebook bans their account. I know the Econ business in San Diego that happened to friendly with the CEO Just out of nowhere, Facebook banned them with no reason, no recourse. So they had a necessity how to ramp up Google and YouTube to get to a million dollars in ad spend. When they were resisting that for years, because Facebook was so profitable for them.
Jeremy Weisz 27:10
Totally, it makes sense. I mean, you’re spending a limited amount of time and resources, you want to spend it on what’s making the biggest impact. And it’s kind of like a golden handcuffs, right? It’s like, well, we know he shouldn’t be doing this. But this is working. So well. Why even go that route? So the first major milestone, you get your first client 90 days? How do you decide what to charge that person?
Andrew Gottlieb 27:38
I just threw out numbers and help papers. Back then there was nothing more than, maybe I talked to a few other agency owners and mentors of what I should charge. And it was just simply just saying a number and seeing if they said yes or no, there wasn’t much else of a thought process behind that.
Jeremy Weisz 27:56
Yeah. I mean, you sound like you gauged a couple other companies to see what they were doing. But in the end, what was the next major milestone? Yeah, go ahead.
Andrew Gottlieb 28:05
And I can say back then I was more so thinking of this in terms of this was my revenue at the baseball team, or my income of the baseball team. What do I need to do to replicate that and it was only is a very low-paying job. It was only $1,500 a month was my salary plus commission. So in my mind, I was thinking, okay, I need to sell three $500 packages per month. And I’ll be good. I’ll go replicate that same income level. So that was more of my thought process.
Jeremy Weisz 28:38
Yeah, like I need to get to so I could just continue to do this. And yeah, so what was the next major milestone after the first plan?
Andrew Gottlieb 28:48
I would say that would have been Lisa Nichols, which was August of 2013. Right around then I met an individual named Danny, who started working with me at No Typical Moments as he’s listening to this, I’m sorry, Danny, I don’t remember our anniversary date. We’re still working together. Nine years later, or so. And we became a much more powerful force. When I had someone else besides me to normally tag team sales meetings, but then also in client work. Him starting to take on more of the client work versus meeting do anything and everything in the business, his wife, Brittany, who’s also still working with us, joined maybe like six months or so after that to add another layer to our team and being able to start to scale the number of clients we could be working with. And then I would say, shortly after that, our next big, big account was the Pittsburgh Marathon. So I’d say those three moments were probably our Capstone milestones in the first two or three years in business.
Jeremy Weisz 30:03
I want to get to Pittsburgh Marathon for a second but with Danny what was his expertise?
Andrew Gottlieb 30:09
Sales, and he had some digital marketing experience. Mainly digital marketing experiences was a result of building a SaaS business. And so in building that user base, he got the lay of the land of what was needed to grow audiences and bring in revenue for businesses.
Jeremy Weisz 30:30
So Pittsburgh Marathon, how do you get a client like that?
Andrew Gottlieb 30:39
The way that it happened was the Pittsburgh Marathon also now, compared to where it was that way back then is kind of two different worlds. They’re a very well established brand, they were still new ish back in 2014 or so. There’s an individual his name is Don Marinelli. He wasn’t a mentor that I mentioned earlier. But he’s been a very positive force in my life for a lot of years. And he’s been a family friend for a long time, he was a professor at Carnegie Mellon. And he really took me under his wing when I just got started. And any chance he could, he made introductions for me to influential people in the Pittsburgh area. One of them being the Pittsburgh Marathon, I shared with them what I did, why they should hire me and how it make a positive impact. And there’s organic social media campaigns. And yeah, I’ve had a few meetings with this CEO, and got hired to work with them on their organic social media plan leading up to the marathon and then actually being there the entire weekend in what really was like a war zone. So through that process, there were a lot of other members added to that digital team for actual race day. So we had a room, we were in for 12 hours a day. And we would be scanning Twitter, engaging and commenting with every single individual who made any mention of running Pittsburgh Marathon, we’re even there monitoring security threats. In case we saw any, anything like, hey, there’s a package on Fifth Avenue, someone should check it out. So it was very hands-on all day, the entire day, then we had people actually on the ground, taking photos and videos, sending them back to us needing to splice, edit, and distribute them out to all the channels too. So I want to say there’s probably a dozen people in that Twitter kind of Warzone all weekend long for us.
Jeremy Weisz 32:41
That’s amazing. I love it. What was the next milestone? So after you work with the Pittsburgh Marathon, what’s next?
Andrew Gottlieb 32:51
I’m glad you’re asking me this is I haven’t thought through this in a long time. I would say we were a part of a project called Kind Works right around this time. So when I said we had done some random services that might not have been Facebook ads, this was a project in which we actually, were helping advise on the strategy of what this app would look like, which the idea of it was to create the world’s largest paid for platform. So you could log into the app, upload a good deed you did, and then inspire others to do subsequent good deeds. So we came in and kind of a strategy role, just kind to lay out what this would look like from a user experience standpoint. We then sourced and hired the tech vendor, to build this app manage that whole process, then we were the marketing team to bring it to market.
Jeremy Weisz 33:51
At what point do you see a big challenge occurs in the business, I mean, initially, you don’t have as much to lose. You in a bedroom. And at some point, you just keep building, and you get to a point where you’re surpassing what you’d be making at another job, which is kind of the goal, right? What were a couple of the big challenges that you faced up to this point it could be early or it could be later on as well.
Andrew Gottlieb 34:29
Let me give you early medium current. So I would say at the very early, early onset, it was a very mental battle. And I say that because as a 22-year-old, all your friends are in grad school they have high-paying banking jobs are going to be lawyers, doctors, all that, it’s very clear trajectory of just follow this formula. And you’ll spit out and you’ll be in the career make six figures and whatnot, I was entering the land of the just unknown of what was going to happen. And there weren’t many people in my immediate social circle, who embarked upon that type of trajectory. So in those early days, especially, it was a combination of I want to say kind of the shame and embarrassment of not having that clear trajectory of what was going on with my life, there was just that the confidence of, are you actually going to be able to do this, are you going to replicate your income in six months, or kind of tuck your tail between your legs and find another job and whatever thing you can do and kind of start at ground zero. And then I would say, three would have been just the, I would say, the shame and embarrassment of having no money, not like I’m sitting here today as a billionaire. But I remember specifically, not even wanting to go on dates, because it was very much the decision of go on a date or have money for my business. And back, then it was a very clear like, I can’t go on $100 date right now as I need that $100, just to get me by with the early Christian of this organization. So that was at the very, very early onset, I would say if you flashboard another couple of years, some of the challenges I wouldn’t be experiencing is when it evolved beyond me to needing to hire people. Danny and Brittany, I got very lucky with because they’re amazing. And they’re still working with me, and absolutely no complaints between the two of those fantastic people. We made a series of really terrible hires, as we were, in those growing pains of how do you hire, how do you fire? Like, what are the expectations when someone comes here to work and letting go of control, I’m not the one handling the client relationship in the day-to-day capacity. I’m running the media buying campaign, and having that trust, fragmented of people not working out and ruining some relationships for me. So that was a very hard process in kind of the middle ground when I was really trying to grow a business beyond me. And that I would say, right now, in the last couple of years, that challenge has been continuing define that fire to grow and build 10 years in. And also added to that 2019 we had a huge staffing, turnover. 2020 was COVID 2021 was iOS 14, and it was three years. Just a lot of uncertainty and turbulence. 2022 was very much my theme was we weathered the storms for three years, it’s time to grow. And kind of, I would say, kind of needing to reinvent for three years in a row of who we are as a business and coming out just firing in 2022 to capitalize on that.
Jeremy Weisz 38:27
Yeah, hearing that it’s like, man, I’d be like, let’s throw in the towel. I mean, everyone is probably feeling that stress. Most people anyways, got a business was like, these are crazy times. One after the other. And reinvention was definitely needed. Thanks for sharing that and being so open with that, Andrew, because I can relate. I’m sure other people can relate as well. I’d love to highlight in, give people a greater understanding about what you do. And I know, one of the campaigns you work on was a high-tech campaign. And it went from 200,000. They spent 200,000 revenue and I’ll let you kind of finish the story on what you did and what ended up happening.
Andrew Gottlieb 39:14
Sure. So like I shared before we hit record, I wanted to give two very different examples of clients success and some projects we did in 2022. Because going back to my thesis is a lot of our fractional CMOs are there to figure out what your next best step is digital, which doesn’t look the same for every business for numerous different factors. So this organization came to us as a multi-seven-figure business. They had huge email databases, they had run Facebook campaigns for years on and so they had tons of data. And they came to us wanting to sell a high ticket offer, which means it was anywhere from 10 to $30,000 in pricing, depending on what you opted into. So we did a Facebook, we actually did Facebook, Google and YouTube advertising campaign for them. We spent a collectively a little over $200,000 generated over 800k in revenue for the business, there’s numerous steps kind of in between, but at a high level, that’s what we produce for this organization. And, and once again, I don’t recommend going straight to an ad spend at that level. This worked for them, because they had actually spent this level and beyond in prior launches. So they were very comfortable with this level of ad spend. A different example of a client, is it okay if I jump into that one too, is a client who has a documentary he had created, it’s been his babies worked on for numerous years, but he had not generated revenue for it before. So what we said to him, when you’re starting to test an offer is Facebook ads are kind of the last resort, let’s work on testing this offer with your existing audience, let’s find some affiliates. And once we have clear data, we can go to Facebook ads way down the line. So he had minimal community to market to. But he has an awesome documentary and found some affiliates to mail for him and do some live webinars with their community. So what happened was, we wanted a proof of concept with some of these affiliates, and these relationships that he had cultivated to show, if you mail for me, this is the revenue you’re going to earn as a business. It’s a very clear pitch deck, we send to affiliates just saying you have an email database, at this size, if you mail to these people, based upon our earnings per click, this is what you’re going to expect back into revenue. So we develop enough of these little mini case studies, over 2022, that we eventually, were able to enroll a client with an 800,000 person database with his exact avatar, to male for him. And the reason they were okay with this is well, they also made the introduction to our business at the onset. So they’re familiar with this gentleman, but as a very clear equation to tap into that if you send one email, this is the projected revenue that your business will make.
Jeremy Weisz 42:29
I love that you talking about proof of concept, even though you probably could have been like, listen, let’s start testing audiences on these paid ad channels. If you deliver to people you know, and they don’t buy it, well, a person cold here for the first time is not going to buy it. So I love how you started with that approach, and then prove the concept and then kept building those mini-case stories. And then now as you hone in on it, then you can drive cold traffic to it.
Andrew Gottlieb 43:03
Right. So that’s going to be part of the 2023 planning is introducing paid ads. And I’m very just grateful for him that he listened to our guidance because at the end of the day, we’re refusing money from you like we’re essentially saying, don’t pay us what will be probably 10 times the amount of agency fees to hire us to run your advertising. Let’s just figure out like, do you even have a product market fit to begin with?
Jeremy Weisz 43:30
I’d love to just walk through really quickly at a high level, let’s take the high ticket campaign for a second, walk people through kind of what happens from the customer journey, right? So there’s a lot of stuff that happens. But you create, whatever, a YouTube ad or Google ad, and they click on that just walk through where people go at a high level. So from there, they go to a landing page, I imagine, take me through the customer journey of that high ticket campaign.
Andrew Gottlieb 44:02
Sure. I don’t remember their exact customer journey flows. So let me just share kind of high level, what will go on. So at the price point they had, it’s going to necessitate a sales call too, on the other end with that documentary, which is a suggested donation of $2,200, he doesn’t need to jump on and sell that every single time. It’s not worth his effort and that price point also can be much more of a spontaneous purchase. So with that high ticket offer, we did ads into a challenge. I think it was a 10-day challenge through and also some subsequent webinars as well with call to actions eventually leading to booking a sales meeting with a rep from their team to sell that offer. Now like I said, that is very high level I don’t remember the exact breakdown of every step of the funnel but what I’ll say is when you have a high ticket offers it’s going to require a lot more touchpoints and it’s going to require someone actually jumping on the phone with someone to speak about that purchase.
Jeremy Weisz 45:09
Yeah, totally. I mean, each one of those, there’s a slew of things that need to happen. You take the ad, the challenge, the webinar, the sales call, I mean, there’s copy, there’s emails that are going out, there’s videos, there’s a lot of things that go into that, but no, that allows me to see kind of a high level, here’s kind of the different piece it gets passed along in. Well, first of all, Andrew, I want to be the first one to thank you. This is fantastic. Thanks for sharing your journey. I want to point people to notypicalmoments.com. There are places online that people should check out. I know people can go to the podcast page on notypicalmoments.com and check out the podcasts or any other places we should point people to.
Andrew Gottlieb 45:54
You could friend me on LinkedIn, I think you friend people on LinkedIn. I think that’s the right term. If you just find Andrew Gottlieb maybe add in No Typical Moments as well, it will direct you to me versus the dozens of other Andrew Gottlieb out there.
Jeremy Weisz 46:11
Check it out and check out more episodes of the podcast. Thanks, everyone. Thanks, Andrew.
Andrew Gottlieb 46:16
Thank you.
