Jim and Stew interview advertising and branding wizard Marshall Wayne of the The Agency Declassified – http://theagencydeclassified.com
We all discuss branding, advertising, social media, and the journey of creating a campaign that helps build the brand of clients.
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The Transcript…
Jim Edwards: Hey guys, Jim Edwards here and welcome back to another episode of the Sales Copywriting And Content Marketing Hacks Podcast with Jim Edwards and
Stew Smith: Stew Smith
Jim Edwards: And Stew as the keeper of the episodes…
Which episode is this? Like 53, right?
Stew Smith: No, no, it’s 27.
Jim Edwards: 27 okay, well, that’s not bad…
That’s 26 more than I would have made without you beating me along to get this done…
So that’s a good thing, Martha…
Stew Smith: That is true…
Jim Edwards: So today we have a branding expert with us, Mr. Marshall Wayne…
Hey Marshall, welcome!
Marshall Wayne: Hey, guys…
Jim Edwards: And you have the unique distinction of being our first guest…
Stew Smith: That’s right…
Jim Edwards: You’re the first person that we’ve done a threeway with, so you should feel really good Marshall,
Marshall Wayne: I do! I do feel proud!
Stew Smith: I will say this… Before we get started, I want to say congratulations…
You are doing an excellent job at branding yourself as a new father.
Marshall Wayne: Hey, I’ve thought of it that way too… You know I have,
Stew Smith: Yeah, you have some beautiful pictures and videos of you and your daughter and that they’re just precious…
And I’m like, ah, he’s a new dad…
Marshall Wayne: I agree… I’m sorry… I am all the excitement and enthusiasm, and it hasn’t waned at all.
Jim Edwards: Yeah, it’s a good thing cause you’re going to have the kid for a while…
Marshall Wayne: So that’s what I thought too…
Stew Smith: Yeah… That’s awesome…
Jim Edwards: “I think it’s time for a change, honey.” This is this one…
Then you get to become the internet marketing…
Or like me, I’m the online business grandpa…
Stew Smith: Yeah, that’s the part.
Marshall Wayne: She’s sleeping in the bedroom now, so I timed it out…
I’m getting better… So I was like, okay, if I have her if I wait for her a bottle until this time.
Stew Smith: Perfect…
Marshall Wayne: It’s a ticking time bomb, though…
Stew Smith: It is… You know?
And, and there will be that one day when they quit napping, and you’ll be like,
“What is happening?!?”
Jim Edwards: That’s when you break out the Benadryl…
Marshall Wayne: For you or for the kid?
Jim Edwards: Both. And my parents broke out the cream demand…
They called it cough syrup.
And then I started self-medicating, and they’re like, no, we do not need the three-year-old climbing on the bar, pouring out a shot.
We need to do something else.
Stew Smith: There you go…
Jim Edwards: So we digress…
Stew Smith: Yes, Good… I like that…
Jim Edwards: So let me ask you a question…
Just give us a definition of branding and specifically, I guess, what is personal branding?
Marshall Wayne: I mean, I think of it, what does a person think of you when they think of you?
Jim Edwards: Okay.
Marshall Wayne: That’s how I view it.
And so my goal is always to think,
“Okay, what action am I doing today that will cause a thought in people’s minds.”
That’s it.
And so obviously on a business level, it’s the same thing only with who you are as a business person and leader and potential to pull clients.
Stew Smith: Oh, I love it… In fact, back Jim and I just challenged our subscribers to try to come up with a few sentence definition of their brand…
And then ask somebody else to do it as well.
Someone that’s not you, you get that perception.
Marshall Wayne: To see how congruent it was?
Stew Smith: Jim and I just did this test…
So now you’re the branding expert on here…
So we’re going to ask you, and again, you know me from way back what is your brand of me and what is your brand of Jim?
Stew Smith: Well, you’re the tactical fitness guy, I mean I’ve got your book still sitting here, your first book that I got…
Everybody knows you as the technical fitness guy, and I think you coined the term, I don’t know…
Stew Smith: Well, I wrote the book on it.
Jim Edwards: Hahaha!
Marshall Wayne: Yeah, yeah, right there…
Stew Smith: I heard the term and called my publisher, I said
“We’ve got to write a book called tactical fitness cause I’ve been writing military law enforcement and firefighter fitness for years and it just doesn’t roll off the tongue.”
So yeah, as soon as that came up…
Marshall Wayne: Everybody can understand what that means right away…
I mean you could say “combat fitness” too…
I suppose there are terms a person could use, but it’s easily knowable is branding in a person’s mind…
Stew Smith: Cool… Now you know of Jim, you just met him today,
Jim Edwards: But I’ve known him forever, forever.
But I’m an introvert, so I don’t reach out to people…
And it’s like, I have to wait until people say, “Hey, would you like to do this?”
And I’m like, “Yes!”
Stew Smith: So what is your brand of Jim?
What does Jim do in your perception?
Marshall Wayne: Well, I’ve always thought of him as the copy guy, and I’m pretty sure I’m right about that.
Stew Smith: Yeah…
Jim Edwards: it’s interesting because I’ve morphed. At one time, I was the ebook guy…
And then I was the video guy…
And the Webinar guy…
And I think in the end, and it’s situationally specific, but my thing has always been in the end, I’m the sales guy…
I’m the guy who teaches you how to sell online…
I mean, if that’s not what popped out in your mind and I’m not doing a very good job…
Marshall Wayne: No, I think you are… It’s just that I’m in the weeds, so I see, okay…
If he’s doing a webinar thing right now, he’s still the copy guy writing out the copy for the webinar, and the webinar is just the vessel.
And so that’s how I view it anyway.
But I’m the guy in the weeds though.
It’s different if you’d ask the person outside of our niche,
Jim Edwards: yeah, I bet somebody outside of our niche, they’d be like, I don’t know who you are…
Stew Smith: So how does someone become a branding person and get involved with high-level commercials and advertisements for it?
Marshall Wayne: Well, you know what I did, Jim, you know Andy Jenkins probably…
Jim Edwards: I know of him… I’ve actually never met him…
I assumed you guys rolled in the same circles…
Jim Edwards: Nope…
Marshall Wayne: When you watch The Academy Awards, you just assume they all know each other yet, and they’re
Jim Edwards: For us, it’s all those, the west coast guys, it’s kind of like Tupac and Biggie West Coast and the east coast…
Then you’ve got the hermit kingdom guy, which is really me…
Marshall Wayne: Yeah, I understand that I understand it…
Well with Andy, he had tweeted out…
Oh god, it’s maybe eight, nine years ago…
My previous business was an international currency was plummeting.
Just during the recession and some other things that were going on.
So I was struggling to figure out how to transition out of that and make a living pay rent and just live right…
And so every person who had ever asked anything, I go..
“I could do this for you.” I’d just respond…
I was just hustling.
And so he said, I’m creating a new video course, and I need somebody to do keynote presentation.
Jim Edwards: Is that the video boss thing?
Marshall Wayne: That was video boss? And so he then led me into it…
You get one person, and they’re like, “Who did that for you?”
And then that led to Kevin Nations who’s my good friend now and the biggest person who led me into the high ticket world…
So from him, he and Frank Kern, we’re working together at the time.
And then that kind of led into another guy and another guy.
And then it just goes.
Stew Smith: So it sounds like you’re, you’re like very many other entrepreneurs…
You evolved with what was available to you and especially technology.
It sounds like technology was the big boon for you, and you became very gifted in I guess editing videos, editing photos, Photoshop…
Marshall Wayne: Yeah, I had to. It was out of necessity. I didn’t have the money to hire anybody.
So you figure it out…
You figured out… All I would do is…
If I had to learn how to play piano, I would learn one song that that’s it.
I would spend all my time learning one song…
Not all these little nuances…
So I didn’t learn anything but like,
“Oh, I liked that ad. How can I recreate that ad but with myself in it.”
That’s all I would do, and then I figured that out…
Then I would sell people with that Ad…
Right?
Like Jim knows you really like a Russell preaches “One Funnel Away.”
Like I always think you only need one ad campaign.
You don’t need like tons of pieces of content out there…
Yeah…
People do preach that, but I don’t really think it’s necessary…
Put a targeted ad out there…
Have people come to you…
Sell them with either a Webinar, a video sales pitch, or a long form sales letter, whatever your, your personal best deal is…
But that’s all I do.
Create an ad.
Attract people.
Sell them.
That’s it.
Jim Edwards: What do you sell now?
What is your, what is your core offer now?
Marshall Wayne: My core offer is, I call it the vault, but I’m switching it up and calling it declassified…
My business is called the agency…
So I kind of take a spy agency feel to it…
Jim Edwards: Okay…
Marshall Wayne: So I’m declassifying secrets of the high ticket gurus that I’ve been behind the scenes of as what I’m doing now…
What I have is I have all the ads that I’ve ever done for them that are no longer in use,
Decommissioned ads, I call them…
That’s my little cheeky thing on the webinar…
They are available, all the templates are…
And then in my eight-week course, I am the creative director, and they can just pick up a buffet…
“I like this.”
And then I tell them how to shoot themselves so that they can send me over the photo.
I put them in that ad or if it’s a video, the same difference.
Often they have to use green screens…
So I teach that and then we just, we just create an ad campaign.
Also, if they need help with their funnel, generally they have some sort of hacked funnel that’s…
I love people who don’t know what they’re doing.
Hack it really poorly, and so then I’ll kind of fix it up a little bit for them.
Jim Edwards: So tell everybody you’ve used the term high ticket, define what is high ticket versus,
Marshall Wayne: Oh yeah, I didn’t think of that.
Well, back in the day, I used to sell an Ebook for 27 bucks, but it took a lot of those sales to make any money…
Now like it’s evolved into like $3,000 to even…
Let’s say 3 to 8 to $10,000 would be your front end, a high ticket sale,
And then you pitch them into your mastermind group…
Eventually your year-long mastermind or whatever you want to call it…
I always have mostly done-for-you services or co-creative services…
So mine’s a little different.
But 3000 bucks I feel like is the low end of the high ticket world in our niche.
You know it’s more like buying a Mercedes to a Rolls Royce instead of a Ford.
Jim Edwards: A used a Hugo if you can find one,
Marshall Wayne: Ford’s been saying it’s a mass market…
Jim Edwards: Right, right… And what is the advantage of selling high ticket and how does branding factor in with selling high ticket items?
Stew Smith: Well, the advantage of it when you’re using Facebook ads is sometimes it takes a high ticket front end to weather that cost…
That often goes unless you already have a great funnel in place that you’ve tested and you know that the end result is going to produce positive ROI.
I’m not saying just starting out.
I don’t really believe in when people say anybody can have a high ticket a product service or event…
I don’t believe that.
I think you got to know what you’re doing. Otherwise, you’re going to fail…
It’s just how it is…
Jim Edwards: Right.
Marshall Wayne: I don’t believe in that Hoo Rah Rah stuff…
I don’t preach…
It probably cost me sales because sometimes it’s easier if you tell people they can do whatever they want…
Jim Edwards: That’s right, and everybody gets a trophy…
Marshall Wayne: Exactly
Jim Edwards: So how does personal branding factor in with selling a high ticket item product?
Marshall Wayne: Generally what will happen is you’ll see people who will just use a stock image for their ad on Facebook and then it’ll go to a clickfunnels landing page that they have not modified…
It looks just like everybody else’s…
So people in their minds go…
“I’ve seen that before.”
And it’s a sigh, it’s an instant sigh
Jim Edwards: Right.
We all see it…
We click on a thing, a same old shit…
And so our clients is to make people go,
“Ooh, that’s new and different.”
I get it, it’s the same sort of funnel and the same sort of strategy, but it’s different…
I want to see what this is about and then it’s our job then to sell them on the webinar or video sales pitch or whatever.
Jim Edwards: But how does the personal branding part on that? Well, that’s the new and different part or,
Marshall Wayne: I always think in terms of ads,
I know we’re talking about branding today, so the branding part of it I guess would be,
so first I only cared about an ad
Jim Edwards: Really?
Stew Smith: Right.
Marshall Wayne: The branding part of it would be they see your ads so many times ago, this guy looks this way right now…
Marshall Wayne: I think what people think of when they think of branding is your website.
I haven’t had a normal website in God knows how long, but it still went to my MarshallWayne.com
They used to be just black with MarshalWayne.com this is a placeholder…
And recently I’ve been like, oh,
“Okay, let’s just get something up.”
Just, I don’t know, just sometimes that’s all right…
It will make me zero sales ever…
But it might, I don’t know…
People can then go look at it and go,
“Well, that’s a legit guy.”
I care about an ad that goes to a funnel, and then I close them on either on the phone or Facebook Messenger…
That’s all I do…
Jim Edwards: Okay… So let’s talk about the ad… Cause you’ve brought that up like five times and you say you care about the ad.
What makes a good ad to start the process of a high ticket sale?
Marshall Wayne: That’s just different. I mean anything different cause you’re not going to sell on the ad…
So you just have to make people first not sigh and go,
“Oh, that’s that stuff again.”
And then just be so intrigued that they want to go further.
So often you’ll see me do things like I’ll have my iPhone out and then I’ll it and then it pops up this holograph it’s three, and I mean that’s different…
When people go,
“Whoa, what’s going on in there?”
It creates intrigue and makes them…
Here’s what else it is and wastes some time too…
Cause then people ask me, well how do you do that?
Jim Edwards: Right.
Marshall Wayne: I get in the weeds with like after effects and all this stuff that I don’t want to be talking about.
So it does sort of, but that’s just part of the game I guess.
Jim Edwards: So you prefer video ads or static image ads on Facebook?
Marshall Wayne: I mean I personally like video ads, but I prefer what makes money and I honestly never know.
Like I’ll get this grand idea at three in the morning, and then I’ll shoot it, I’ll help launch the ad, and then it just does nothing, and people don’t care.
Jim Edwards: Right.
Marshall Wayne: Sometimes, all this happened What I consider the worst idea, and it resonates.
I don’t know… So I just don’t care…
I want to have a business.
I like having a creative business, but it’s a business.
I want to put a piece of art on the wall.
Jim Edwards: Is your default then when you go to plan out an ad campaign, or you go just start putting up ads, is your default to do a video ad?
Marshall Wayne: Yeah, I suppose it is. I mean, it’s my default in my mind, but it’s so much easier to create new image ad.
I can create an image ad while we’re on here…
Jim Edwards: Right.
Marshall Wayne: You create a video ad like that… I got to script it out, and that takes me, I mean sometimes it comes to me like if I’m watching a commercial and I go,
“Oh, I could repurpose that.”
Ad hacking.
Jim Edwards: Right, right. You spot the pattern.
Marshall Wayne: Yeah. Right. And then I know I can do that for my own niche, but usually, an image ad is what I have to go for.
It’s just out of necessity, it’s just easier.
Jim Edwards: How do you use the ad to pre-frame people before they get to the landing page?
Marshall Wayne: Well, so… let’s just take that holographic iPhone thing, right?
I’m working on another concept today…
I’m kind of shooting the rough pieces of it…
But with the iPhone thing, I would say, I might say something like would pop up…
And then inside that would be me talking and then I would be silent as I’m holding and it…
Might say… this isn’t what the copy would be, but something like this…
“If you’re having trouble attracting attention in your market and you think something like this might help…
Click on this link, and I’ll show you how I did this ad and how perhaps you can create an ad campaign for yourself in a similar manner.”
I don’t know. Something like that.
Jim Edwards: Okay.
Marshall Wayne: So the very thing that I’m doing is the very thing they want to have perhaps be inspired by to do their own thing.
So again, that’s what I do…
Jim Edwards: And then you’d take them over to a landing page where you would offer them, would you make them up.
Marshall Wayne: Landing page to the webinar, and then the webinar says,
“Okay, you’re here because you saw this.”
And then I played the thing again to reaffirm what they’re there for…
I feel like there’s not a lot of congruency from ad to webinar and then to the pitch because, well for me I feel like I’m more like Apple, right?
I’m the hardware and software, and so I don’t have to hire out in where it gets a little incongruent because different parts are doing different things.
That’s my same mind going,
“Okay, this ad and then to this webinar.”
So let’s create sort of a cohesive environment there.
Jim Edwards: Okay,
Stew Smith: Well, tell me this. So like I said, this is branding week, and we answered a question from a young lady who had a branding question.
And this question was this, I just want to…
Tell me what you hear in this question, right?
So…
“My industry is image consulting, helping women create their personal style and personal brand.
And I feel stuck since I can’t find anything similar in Clickbank to funnelhack or copyhack…
So, that was the question.
“What industry, what industry would you say is similar to this one?
So I can look at some examples.”
That was her question to us.
We’d tried to answer it, but you know, we have you on…
Marshall Wayne: I don’t think Clickbank is necessarily her answer…
Yeah, I don’t think so because I think it’s a lot of low-end stuff…
So that’s not my thing.
I mean I’ve looked at Vogue magazine and say,
“Oh, I like that.”
And then now I don’t know her talent set or what she can hire.
So that might not be useful at this time in place.
But I bet it will be in the future if she evolves along.
But that’s what I do.
Today I will be flipping through GQ, I will see something, and I’ll go,
“Ooh, I could go get a similar outfit like that at TJ Maxx for 30 bucks, and on camera, it’ll look the same.”
Cause he can’t feel the fabric.
Stew Smith: You look sharp on camera, man… It is James Bond looking sharp.
Marshall Wayne: I’ve got white Jordan shorts on right now.
Jim Edwards: I was going to say, but he’s probably not wearing any pants…
Marshall Wayne: I figured the White Michael Jordan Brandon shorts on him…
But I just threw this on because I asked you is this going to be on video cause then I’ll change my shirt…
Stew Smith: Right! No, you do…
You’ve created some really cool things.
And the one thing I wanted to ask you because you used the term called decommissioned videos.
Do you mean, declassified?
Stew Smith: Well Agency classified, decommissioned thinking…
Jim Edwards: I was kind of thinking they’re out of service now.
Stew Smith: Correct… Yeah, that would be, but like I said, I just heard you use the term like intelligence…
When I think of the agency, I think of like the CIA and then if I can read anything from the CIA now…
It’s because it’s declassified…
Marshall Wayne: Yeah, that’s what the title, that’s what the name of the program is
Stew Smith: All sweet… Sweet… Great… Yeah…
And then I just considered the ads like they’re out of service now…
So you know, paid me 25 grand would be kind of pissed if that was like,
“Hey, you too can have this thing that I just made for this guy.” If he was still using it…
Right…
And then people would be less apt to pay me more money…
Stew Smith: I think that’s a great idea… I mean it is, it is like content creation 101 of repurposing content.
Jim Edwards: What’s the price point on that going to be?
Stew Smith: That’s three grand, I mean I already doing it.
I just call it the vault…
And it’s those pieces in the vault, and people just get to pick buffet.
It’s my swipe file that’s already created is what it is.
Stew Smith: Oh, and then, and then that, if they’re intrigued by that and they wanted to go to something more personalized, that’s what you do…
Jim Edwards: If they want to do it, then you’ll do it for them… It’s like here’s all the stuff…
You can either do it yourself or here’s all the stuff I did…
And if you want me to do something for you, you can hire me.
Is that right?
Stew Smith: Yeah… Yeah… Right… Well, within the eight weeks though, that in that window of time, I’m their co-creative director.
So I’ll suggest ideas on a weekly call you know the drill… Oh sweet…
Maybe other people don’t…
And then you know, so today for instance,
I’ll be flipping through some magazines, and I’ll go,
“I like this ad.”
“I liked this ad” and
“I liked this ad.”
I’ll post it in the vault…
And then some people go,
“Ooh, that would work for what I’m doing myself.”
And then I’ll say,
“Okay, here’s my comment so everybody can see how the process goes…
I’ll tell him
“Shoot the photo like this…”
“Dropbox it over to me…”
I will drop it into here and let’s figure out the copy, and we’ll figure out the copy, right on the comments so everybody can see the inner workings.
It also saves time on people asking…
If everybody’s asking me questions privately, that is not useful to me, and it takes up too much time.
Stew Smith: Right.
You know as you both know, the group aspect works…
Stew Smith: That’s a great business model.
Jim Edwards: What happens at the end of the eight weeks?
Marshall Wayne: Well that’s their time period to get an ad campaign created, me to work on their sort of cosmetics of their funnel, which I would consider the brand pieces of their funnel…
Maybe making the header look better…
Even making their webinars look a little nicer if they like that…
I mean all of the sorts of cosmetic aspects that they need to make sure that their high ticket funnel and ad to funnel is…
Looks how they would like it to look.
And where was I going with that?
Jim Edwards: I asked what happens…
Marshall Wayne: but within those 8 weeks, I will do anything for them…
I will create that stuff.
And then after that, hopefully, they, I mean, they can still have all the pieces they have access…
I just don’t do the work for them anymore unless you want to pay me more money, and then we keep going…
Jim Edwards: I mean a cool model…
I mean that’s actually a really cool model that made me think of something that I’m doing that I’m like…
“Damn, I can let everybody in for three grand and then over eight weeks I could…
I’ll actually critique the copy that you create or the pieces that you come up with…
Marshall Wayne: You can do that. You can physically do that I suppose because otherwise some of it would cost a lot more to have all my time because I only have so much time.
You, so it was out of necessity that I came up with it actually somebody asked like,
“Hey, do you have the template for something I did for Kevin Nations?”
And that clicked in my mind…
Probably a lot of people would like this template and what if I just did it for them?
What would that cost?
Stew Smith: That’s funny because you know, that’s the same kind of model
I would have a perfectly created program for somebody who just crushed the FBI academy.
And I was like,
“Huh, maybe I’ll make this a generic program for everybody to buy.”
Marshall Wayne: And you’re right…
Stew Smith: It’s been a bestseller ever since.
Marshall Wayne: And I kind of know that story I’ve been around for a while with what you’ve been doing
Jim Edwards: When you do that, let me, I’m just now I’m narrowing into if you’re like,
“Hey, you know Jim, we could talk about this off camera?”
Marshall Wayne: Hell, I’ll tell everything
Jim Edwards: When you do that, are you doing that in a private Facebook group?
Marshall Wayne: Private Facebook group called The Vault
Jim Edwards: So really once you do it, it’s there forever
Marshall Wayne: Yeah,
Jim Edwards: I can refer people back to it. How many hours a week do you think you’re spending in there?
Marshall Wayne: Well in The Vault now, not much cause I’m making it the Declassified, but I don’t know…
I’m in between that group in a different group for the agency.
I mean the amount of times my clients need me is so few…
Both of you had this, you initially when you get started you, you say this is the access you have to me…
You have my private email and phone number and you when you initially do that you think,
“Oh God, this is going to be a nightmare.”
And it isn’t…
It would be if you’re, maybe we’re selling a low ticket then you might get people who are prone to a lot more time…
But at a certain level, the type of people who buy at that level are respectful of time…
And so they’ll only mess with you if they really need your time…
And that’s nice…
Jim Edwards: Right. That’s really got me thinking, that’s really got me thinking because I been,
Marshall Wayne: Well I’m like I know what you’re thinking of camera because you know,
Might give me ideas and I can give you more ideas on how I actually like the intricacies of how I do it…
Jim Edwards: Because I’ve been struggling to come up with a really high ticket offer and I need, if anybody needs one, I need one, and I don’t have one…
Stew Smith: Yeah, I know you can funnel all the attention right into something big…
Jim Edwards: Yeah… Yeah… I need to do that… All right…
I’m going to buy you coffee virtually…
We’re going to jump on a call
Marshall Wayne: Let’s do it! Yes, that’d be fine… I used to not drink coffee…
Not for any reason other than I can wake up when I want, but with the baby, I’ve started to use this Keurig here…
Jim Edwards: Well, then I’m going to send you some of that black rifle coffee with double x caffeine and then, and then we’ll jump on… That’d be awesome…
Any final, I can’t really think of any other questions and stuff to ask you…
Let me, I would ask you this…
Marshall Wayne: Yeah…
Jim Edwards: What?
Just to kind of close this up and then I’ll let Stew kind of take us home with this.
What would be your number one tip for just anybody in the universe that we’re all in with online business entrepreneurship?
What’s the number one tip you would give somebody that they could implement it quickly, that would help them to get more business?
To get more business through the front door…
Marshall Wayne: This is a touchy one, and you have to do it properly…
But if you are a member of groups, if you just be a useful person in those groups, it gets a lot of eyeballs…
You might comment, don’t try to pitch or anything like that because you’ll be booted right away and it’s just not classy…
But if you’re a useful person in there…
I would say you already have to have a decent look about you so that when you’re commenting…
And hopefully, you write well as well…
And you have useful things to say that people…
The eyeballs that you aren’t seeing are seeing you…
They will go and find your stuff and then click on your link from your profile.
I think without using money that might be as useful as it gets.
Jim Edwards: Okay… And you know that that fits exactly with what Stew and I talk about all the time is this
Marshall Wayne: Oh, you do?
Jim Edwards: Every single day you go out and add value to the world, you ask and answer questions.
Stew Smith: Don’t pitch, right? And people rightfully hate it…
Jim Edwards: But if you drop value bombs left and right then that’s how I found Stew…
I found Stew like what’s coming up on what, six years ago?
Six, at least six years ago when I needed, I was trying to increase my pull-ups, and I can only do seven pull-ups…
And I saw where some guy in the Go-Ruck group was talking about how Stew had helped him with his pull-ups…
They found Stew, and I started working with Stew and not to brag…
But my personal record now for pull-ups is 36 in a row…
Marshall Wayne: Is it really?
Jim Edwards: Yes.
Stew Smith: He’s sick.
Marshall Wayne: Mine’s like 22 and I’ve trained with them personally…
Jim Edwards: Yeah… I’m obsessed pull ups… I do anything…
I went on a diet so I could drop weight…
I mean,
Marshall Wayne: Yes, for sure…
Jim Edwards: So my point though is that I found Stew because he did exactly that and people find me all the time, it’s like it’s the dirty little secret hiding in plain sight.
Go answer fricking questions, value bombs, and people will find you.
Marshall Wayne: I agree!
Jim Edwards: They’ll join your group…
They will naturally be attracted…
Marshall Wayne: Yeah they will. Especially the smart ones that will buy.
I mean, we all know how to click on a person’s thing and then go to stalk…
Jim Edwards: And if you don’t, I don’t want you as a customer
Marshall Wayne: Man, you’re irking me with your pull-ups…
You got me thinking…
Jim Edwards: That was on a whole workup, and I couldn’t do that right now…
I could probably do like 27
Marshall Wayne: You’re training for it, and it tapered off
Jim Edwards: But it was built for that moment…
But that’s the power of a great coach because I couldn’t, I’d still be tubby butt trying to yank myself over the bar…
Marshall Wayne: I mean looking at how many times he posts combat swimming, stroke stuff…
That is, I mean, that’s not pitching that saying,
“Okay, this is what the guy’s doing, this is how we corrected it.”
“And this is the difference in time.”
I mean, the first time I did the combat swimmer stroke…
I don’t know what my time was and then he has you do a baseline and then it’s kind of embarrassing…
And then he says,
“Okay, do this.”
And then it’s like half as fast…
Jim Edwards: Right?
Stew Smith: I mean, it’s amazing… Without any extra cardio, like we have no extra talent.
It’s just the technique.
Stew Smith: Right.
Jim Edwards: And you know, the funny thing is when I found him. I bought the most expensive thing he had, I didn’t buy his book…
I didn’t buy, I’d said…
“What is the most money I can spend with this dude right now to get it to get a result?”
Marshall Wayne: Well, so like I said, I bought this book first in a Borders Bookstore in Eau Claire, Wisconsin…
So I technically bought his low-end thing…
But then when I moved to McLean, Virginia, then I went and met him in Severna Park,
I showed up with hundreds, out the side of the pool…
Stew Smith: That was good…
I learned a lot about business that week too because you get to talking and you have a fascinating business…
He was selling Iraqi dinar, right?
To military contractors and making a killing…
Marshall Wayne: Yeah, killing it until here’s what I named my business…
So here’s I invented the Iraqi Stock Investing System…
ISIS,
Jim Edwards: You did not!
Marshall Wayne: I swear to you, I was funneling money for my rack to the states and then selling it off to people who are making tons of money as contractors…
Right.
So Halliburton and Kellogg Brown and root were the two major contractors.
And I don’t often get paid with the Cayman Islands a cashier’s checks.
And so that business was great until the terrorist organization popped up.
And then it was just really bad.
I mean, the FBI showed up at the door I mean…
It was really dark for a while.
And so I still don’t put a whole lot out about it cause it makes me cringe a little bit.
Jim Edwards: Yeah.
Stew Smith: Pretty funny…
Marshall Wayne: It’s far enough to remove now… So to where it’s like, yeah,
Jim Edwards: yeah… There you go… Stew, Why don’t you close,
Stew Smith: Great conversation, Marshall Wayne
Let me finish it with this…
Where can people find out more about you and what you do?
What is the best way for people to find you?
And I’ll write it in the description.
Marshall Wayne: Yeah, theagencydeclassified.com
Is where I’m creating the new funnel for…
It’s a Clickfunnels funnel, but you’ll see how I operate…
Like how it looks in kind of the shell of that is my branding, but it’s a marketing funnel…
So you’ll like how it’s branded though…
Stew Smith: That’s a really good idea because that may be a great place for Irene to go check out our previous podcast session with that question because you’re in the branding business…
That’s just something that we try to answer everybody’s questions as they come in…
And you were a very big help in helping us define what branding and advertising and everything is…
Marshall Wayne: You’ll notice that I talked way more about ads than branding…
Stew Smith: Absolutely…
Marshall Wayne: Really feel like people should think that way…
Stew Smith: Absolutely… Because that’s exactly what we said in a previous video is that you focus on your style, your expertise what you actually do and sell…
And then your brand will develop from that…
And people, cause it’s a person’s perception of you anyway is what your brand is
Now you can drive that perception…
Marshall Wayne: For sure!
Stew Smith: But in the real world, it’s that all starts with an ad and you can’t build a business unless you can run an ad that brings people to you…
That you can make an offer to and sell them…
Everything starts with an ad…
Whether it’s a paid ad or there’s ads or
Jim Edwards: You’re either paying for it with money, or you’re paying for it with sweat or brainpower which we call content marketing…
Putting something out there that causes somebody to click on something…
But if you want to really scale fast…
You better get good at doing ads.
Stew Smith: Yes! Absolutely!
Jim Edwards: So would you be willing to come back sometime in the future?
Marshall Wayne: I’d love that!
Jim Edwards: And we can do ads just, just talking about ads and scaling and stuff like that and
Marshall Wayne: We could be doing on photos of ads, And then we can talk about, okay, this is what this ad did…
Jim Edwards: We can do that
Marshall Wayne: I’d love…
Jim Edwards: We’d love to do that because you know, when we’re on a podcast, it’s hard to when you do a visual thing, and then you’re on a podcast…
I’m trying to get used to it with my own explaining visuals with words…
Stew Smith: Right?
Jim Edwards: Well, what do we do is we tell them to go to a URL to download them and they can
Marshall Wayne: Yeah, for sure… you know, that’s what’s done…
But I think we could even put on a little
Jim Edwards: Oh, sure.
Marshall Wayne: I don’t really, yeah, we can share screen two with this.
Stew Smith: We can share a screen this zoom, so it’s just the thing for that.
Jim Edwards: All right, well let’s, let’s, maybe we’ll do that next month…
Marshall Wayne: I love it… I’m in…
Stew Smith: Sounds good… Marshall, your genius…
Thank you very much for coming on as our first guest ever…
Jim Edwards: There you go, and for those of you who are not subscribers yet, make sure you subscribe…
Check us out on Youtube…
Check us out on iTunes, on Stitcher, on Podomatic…
You can join our Facebook group at…
There’s a link somewhere…
Stew Smith: Go there and there!
Jim Edwards: So head over to TheJimEdwardsMethod.com/podcast,
And it has all the past episodes, and you can join our Facebook group, and it’s amazing, and it’ll change your life, and you’ll live forever…
Stew Smith: There you go…
Hey, thanks again, Marshall…
Jim Edwards: Thanks, Marshall…
Marshall Wayne: You guys see you…
Stew Smith: We’ll see you!
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