RYB 867 Uncovering The Mindset and Success of The 1% with Josh Felber

Welcome Back! Today I have Josh Felber on the show. He is very busy being juggling being an entrepreneur and parent. His goal is to help people like us simplify our lives and make time for what’s most important while still doing what we love. He’ll share how it’s possible to reach your goals while making sure you don’t neglect your family in the process.

Getting to Know Josh 

I have been an entrepreneur since I was fourteen and have owned over fifteen companies over the years. Some have been really successful, and some have not, but I’ve learned a lot from all of my ventures. We currently have a natural personal care company right now, and I also run a podcast, so it’s pretty busy managing my personal life and business, but it is possible. 

I grew up listening to Tony Robbins and credit much of my success from following his methodology. I never really had a fear factor about things not working out. I just went out, was relentless, and made things happen. I also learned a lot about cold calling and used that to my benefit. Right out of high school,

I started working for a company in sales. We were the first company to put in credit card terminals, and I opened up six offices while I was there. After that job, I eventually ended up in Dallas and started a successful company that I sold after 5 ½ years. 

I started a business with a good childhood friend right before all the Fast, and Furious movies took off. We were fixing imports and worked on sports car performance and were doing well with it. After a while, my partner moved away, and it created a wedge between us, so we had to shut the business down.

I’m a fast starter but rely on other people to help me carry it forward so I can work on the next big thing to grow the business. So, when I don’t have that help in a business, it can be challenging and doesn’t always work out the way that I had hoped. 

Always Have Multiple Revenue Streams In Place 

Over the last five years, we’ve been running Facebook ads for one of our businesses and have spent over 3 million dollars in ads. A few months ago, we had our ad account permanently banned. We had a natural hand protector product that we’ve been running Facebook ads on for years.

Facebook updated their polices earlier this year, and a few days later said we were no longer compliant and shut down our ad account. Even our contractor that was helping us run the ads had their personal account shut down as well. Luckily we’ve been able to work around it, but we’ve had to rebuild our audience and data and start completely from scratch.

We’ve learned that we weren’t dependent on Facebook or Instagram because our revenue luckily didn’t drop. But it definitely helped to have multiple revenue streams in place. 

Email is also definitely important. We see a lot less engagement with email than we did a few years ago, but it’s still very helpful and a way to connect and reach out to our customers. We use a lot of SMS now and have an app where we can send push notifications and have people respond directly to those. We’ve found the more ways to connect with our customers, the better.

Integrate Family Life and Your Business 

It’s important to integrate business with your family so they can become involved and learn in the process. It can be a tough balance, but when you’re bringing them in on your process, you’re providing them a chance to learn and ask questions while spending quality time with you. 

For me, I structure my mornings to allow my kids to join in with me to meditate, workout, and do a morning walk. While we walk, I’ll talk to them about success and mindset. I’ll always ask them questions about success tips that they have learned from Podcasts that we’ve listened to together as well. They are part of my daily routine and what I’m doing in my business. It allows them to become curious and ask questions. 

How to Network Effectively 

Create as much value for others as possible. Your relationship capital will grow drastically in the process. Implement social media as a way to connect, Network, and build relationships. Don’t ever ask for anything in return at first. Instead, just show them that you’re there to support them. Create value for someone at least three times before asking for something in return. 

My Advice On How To Start A Business From Scratch 

I would start a Podcast to create branding and positioning. From there, I would find out where the gap is in the marketplace and try to help people with coaching around that gap. It’s all about giving value to people and show that you are knowledgeable in your niche and there to help them be successful. Everything else will fall into place after the fact. 

Final Note From Scott

What a fantastic conversation. I hope you learned something. Allow yourself to feel all over the place or feel overwhelmed. It’s normal, and from there, you can put things in place to help make things easier. My biggest takeaway was to include our kids so they can learn and grow with you during the process. 

Thanks For Tuning in!

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“Remember, I'm here for you, I believe in you, and I'm rooting for you! Now it's time for you to take action and go rock your brand”! 

Take-Aways From Today’s Episode 

  1. Getting to Know Josh 4:25
  2. Always Have Multiple Revenue Streams In Place 28:08
  3. Integrate Family Life and Your Business 34:40
  4. How to Network Effectively 42:32
  5. My Advice On How To Start A Business From Scratch 46:03

Quote: 

“It’s important to integrate business with your family so they can become involved and learn in the process. It can be a tough balance, but when you’re bringing them in on your process, you’re providing them a chance to learn and ask questions while spending quality time with you”. 

Links Connected to This Podcast

00:01 We were basically doubling every year and it was like from 2012 on, and then that hit and you could just see like sales just swing. And we're like, man, what are we going to do?

00:15 Hey, Hey, Hey, what's up, everyone. Welcome to the rock, your brand podcast. I'm your host, Scott. Bowker a serial entrepreneur on a mission to help you. This show is designed to teach you to inspire you, to motivate you, to take massive action and build a future proof business. So whether you're just starting out or taking your existing business to the next level, this is your home. Now, if you're ready, I'm ready. Let's rock your brand. What's up guys. Welcome back to another episode of the rock, your brand podcast. This is episode eight 67 and today I've got another awesome interview, a featured guest. His name is Josh Felber and he is someone that I relate to as far as being a parent, being an entrepreneur and being busy. And the cool thing is, is that he really focuses on trying to help people like us really simplify, but also make time.

01:21 And he has a really cool thing that he does with his kids. So this way here, he doesn't necessarily feel like he's away from them. He actually has a way of including them and he has some young kids to where he's making them part of the process. And I thought that was really interesting. Uh, Josh and I also went into a few other directions that I didn't plan on, which I thought were really cool, even just in Facebook ads and how recently he got a pretty good slap in one of his businesses. And they kind of had a scramble a little bit and figure out what they were going to do, because this was one of their main channels, uh, him and his wife on one of their brands and was bringing in a lot of sales and a lot of leads and Facebook decided to shut their entire account down.

02:10 And so we dive into that, but it just goes to show you that we all have these challenges. We all, as we grow, we have more challenges and it's okay as long as we are prepared for them. But also if we always put what we are shooting for first, and that is in our case, my case and Josh, his case is really our why our families and he is going to really give you some insights on that and how he's been able to do it and how he's still right now, figuring things out along the way. And I just really wanted to have him on to have him share his thoughts, because again, he's a father, I'm a father. And I know that it's hard a lot of times as being an entrepreneur, but be busy. And how do you separate that? How do you, how do you still be able to those goals that you want to reach for yourself and not neglect your family?

03:04 And the other cool thing is he talks a lot about really taking the knowledge from the top 1% and then using that as like his models, like what he looks as far as successful entrepreneurs. And, uh, that's another thing that we're going to be talking about. So guys, I'm going to stop talking though, so you guys can listen to this interview, this candid interview that I did with Josh Felber. So sit back, relax and enjoy what's up, Josh, welcome to the podcast, man. Thank you so much for taking time out of your day. How are you doing man?

03:36 Awesome. Scott. Yeah, super excited to be here. And I just an honored to be on the show and really dig in and share some amazing information with your audience.

03:44 Yeah, no, I'm excited to dive into some of these topics that I know that you've been really a, I guess, making part of who you are now. And I'd like to dig into like more of that stuff as we, as we go further, you and I were just briefly talking about how tough it is just to balance a lot of times for people, life and business and health and fitness and everything in between. It's like, it's really hard. So really cool to get yanks. I know that's a lot of what you speak to, so dude, man, tell me a little bit about Josh. Let, let people get kind of caught up on who this guy is that I got coming on today.

04:17 Yeah, no, definitely. Uh, so for me, I mean, I've been an entrepreneur since I was 14, um, have owned 15 companies over the years and had some great ones and other ones that weren't so great. Um, we can go into some of that later, but um, yeah, I mean, uh, I have three kids and my wife and we have a, uh, natural, uh, personal care company now selling, uh, we make, make, manufacture everything, um, the best natural dental care deodorant, uh, skincare products out there and, uh, have, have a podcast and so pretty busy. Um, and uh, you know, all my kids do martial arts. So we're doing that a lot during the week I run our crop Magog class. So it's, it stays pretty busy and um, you know, it's, uh, it's fun and, you know, just enjoy enjoying the time with the family and, and then also the business. So,

05:14 So let's, let's go back in the day a little bit. So, uh, let's, let's go like, like what were your hopes and dreams, I guess, coming out of high school, what did you want to, what, what did you want to do back in the day when there was no limits? There was no like limiting beliefs. Well, there was, but as a kid you're like, I can do it.

05:31 Right, right. Yeah. I mean I knew, I mean, so I started my first company for my real company when I was 14. I was the first Commodore Amiga dealer in my area. I got set up as a dealer. If anybody's around my age, 40, 46, you kind of know you've familiar with those common or computers and stuff. So, um, but there was no other dealers. I knew I wanted to buy a company that computer specifically for less than the $800 that it was going for. And so I figured out how to do all that. So I kind of knew I wanted to be an entrepreneur. Didn't know what direction I wanted to go. Um, I got into investments during high school, um, was, uh, the number one and this investment challenge, uh, that at and T and USA today sponsored. So I thought I kind of wanted to head that direction for a little while.

06:22 Um, and then, uh, right out of high school, I started working for a company, um, in sales. Um, we were the first company to start putting in electronic credit card terminals way back before there was you swipe the card. None of that was around back then. And so I started doing that and did really well with them, ended up opening in five or five or six offices. They moved me down to Louisiana. So I was down in Louisiana, Mississippi to the Southern area from Ohio. And then I was like, man, I can do this. And so I left, moved to Dallas, uh, I grew up loving the Dallas Cowboys. So I figured that's the closest, big, cool city that I wanted to go. So I right there and started a company, merchant financial services, which then grew to one of the largest point of sale, uh, acquirers at that time and built it over 25,000 customers in like five and a half years and the company and stuff. So that was kind of the big kickoff for entrepreneurship. How, how long did you do that for? It was about five and a half years.

07:30 About five and a half years. Yep. I mean, that's sounds like a, uh, an unusual story for a kid in high school and then coming out. I know when I was in high school, I had long hair and I wanted to be a rock star. So

07:42 Yeah, that was my other option back then.

07:44 Yeah, that, that was my dream. Um, didn't happen by the way. Uh, but here we are, you know, a few years later I do have a podcast called the rock, your brand podcast. So that's kinda cool. But, um, but yeah, I didn't think, I guess along those lines, so what inspired you at such an early age to be entrepreneurial? I mean, that's not something I think that at 14, most kids are thinking about.

08:06 Sure. Um, for me, I was, I mean, I read, uh, unlimited power with Tony Robbins, um, think and grow rich, um, and awaken the giant. And that kinda got me mentally, I think, focused of, you know, like a cool there's a lot more out there there's, you know, kinda got me started in the personal development space, um, back, uh, I had gotten the original Tony Robbins stuff on, uh, cassettes back then and at some point CD's and stuff. So, um, so that kind of really, I think gave me a good jumpstart. Um, I really started the model, a lot of what Tony teaches and stuff back when I was a kid and, and really implement it. And then when I started in sales, working for the other company, um, they taught a lot on, uh, at which I didn't know that at the time, but, uh, NLP and sales and, um, cold calling and things like that that would help later. Um, but I think one of the biggest things for me, um, especially back then, and then starting all of these companies with these years, I never really had that fear factor. I wasn't like, Oh, if I start this, you know, it's just not, it's not going to work out, you know, it didn't have that. And then the other part I think is just, um, that relentless nature, um, to continue to go after stuff and not give up. So,

09:26 Yeah, no, and I think it's important, uh, to kind of also highlight like you were influenced at a very young age with that type of stuff and not a lot of kids are, and that could just because of their parents, it could be, you know, just whatever I know my kids, they hear about it all the time, even when they were little they're hearing about it all the time, they're talking, I'm talking about mindset, I'm talking about, I mean, gosh, I got my buddy John Gordon's book stay positive, one positive quote every morning, like the whole thing. Right. Like, so I totally am on board with that, but I wasn't raised that way. My father was a farmer, you know what I mean? Well, he grew up as a farmer, but then he was in construction and worked for general electric for years. And that was never instilled in me. So who kind of set the spark for you? Like, was it an infomercial at night? You were up late one night and you got hit with an infomercial. Like what happened to Tony?

10:19 That's probably what I did. That's probably where I heard about Tony Robbins was the infomercial. No, I mean, my dad, he, um, I mean, great parents, um, my mom just to stay at home, um, you know, awesome. Phenomenal. And my dad, he just, he was a tech computer kind of techie guy. So he would fix like hospital equipment and stuff. So we had gotten a Commodore 64 when I was younger and I learned how to code and do all that stuff. So that's kinda where I got the techie kind of background. I think that, but now nobody really entrepreneurial in that side of things. Um, my, um, I think my one uncle, he had his own CPA firm, things like that. Uh, so, you know, being, being around them and stuff, but I mean, no, not no drill direct, um, influence in those areas, um, from anyone. But, um, yeah, I think it was just seeing it, seeing Tony probably on a infomercial late night. And, um, it was like, man, I got to get his books and, and then ask my parents to help get, get the books and stuff when Christmas or birthday probably. And, uh, start it just kind of kicked off from there. So yeah,

11:28 It's something how that one, that one thing kind of like started you down that road. Uh, it's funny. I have a similar story, as you know, although my mother in law was throwing a wet, not throwing away there. She was donating, um, the cassette tapes and the book, you know, you had the book and you had the cassette tapes for Tony Robbins. I forget what program it was. It could have been awaken the giant from within, I forget personal power, personal,

11:55 Personal,

11:56 Yeah. That might've been the one and it was cassettes. And I remember seeing it and I, I was supposed to go bring them to the salvation army or something and I go, you know, I'll hang onto this one. I'll throw us cassette. And I was probably around 2021 at the time. And that kind of woke me up. I was like, Holy crap. Like, this is good stuff. Like I never thought like this before, you know, and it just woke me up. Like it says, you know, he kind of woke me up inside. So it's just interesting how everyone kind of has like that, that thing. And, um, it's just interesting to kind of hear your story. So let's, let's kind of, okay. So if I was to say, okay, I look at you, everything has been great, man. You started another, you know, you started a company, then you start another company and everything you touch, man, turns to gold, right? Everything, Josh turns to gold. I need, I need, I need to hear something that didn't turn to gold that tested you, that pushed you. Um, that made you say like, man, should I still be doing this? Or, you know, maybe this isn't the right direction for me. I mean, cause me, I've had tons of pivots along the way, just growing. Right? Like you're growing up. I didn't know. I could do that. So let us, let us hear a little bit about that if you don't mind.

13:03 Yeah. That's a good question. Um, I mean, for me, I mean, I think so one of the, I had a, um, company that we started, um, it was actually with a good childhood friend and, um, we were in right before all the fast and furious stuff took off. So we're like, Oh, you know, we were fixing, um, uh, the imports and sports car performance type stuff. He was more of the tech kind of Cartec guy was the marketing. And so we launched it and I'm actually starting to do pretty well with it, everything. And then, um, and then one day he ended up, he was moving in, he went and got a real job kind of a thing and ended up moving. And then I just kind of created that wedge between us. And so we ended up shutting the business down, um, just kind of lost its whole flavor, interest in everything in it. So, um, I mean I've, you know, different little startups here and there. I would get to start it. So for me I'm like, I'm, I'm the fast starter I started getting going, but then I kind of need that person after that to continue to care moot, continue to move it forward. So that way I'm working on like the next thing in the business and stuff like that. So if I don't have that, it makes it sometimes challenging and sometimes I procrastinate on stuff with that. So,

14:24 So do you, do you think that for you personally, like you found somewhat of a well, an interest obviously, but a love for, and a passion for marketing, like, like, is that something that you feel like kind of carries you because it's kind of like, you can take that wherever you go. I'm just trying to see like what gets you lit up to kind of want to do something you see opportunity, but then you're like, I could see how we could help more people. We can get this front and I'm the Mar I can do marketing. Cause I've learned that like, what is it?

14:54 Yeah, no, it's, you know, and actually I ended up learning marketing. Um, so we launched when, um, my wife started our, um, natural, personal care brand, primal life organics. Um, and it was growing organically. And then at some point when like Facebook organic growth kind of died with all the algorithm, changes, things like that. Sure. Um, she was like, okay, well we gotta do something else. And so I was like, Oh yeah, there's, you know, a fountain there's people that build like funnels and do this and Facebook ads, all that. And so I connected her with people that I had met or whatever. Well, we ended up like spending $250,000 with these different companies to figure out like none of them were the right ones and they were just kinda screwing you over. So I was like, man, I gotta figure this out. And so started learning about funnels and ads and all this kind of stuff.

15:45 I was like, I'm one of the first ones in, um, Russell Brunson's mastermind and really started learning. That's where I met a lot of, lot of cool people that are still good friends today and stuff. But, um, so that's when I really, so I kind of had to figure it out and, and, and I'm like, Oh man, I liked this. I really enjoy it. And just that, that has just become, you know, it's something that's easy now to be able to do and, and to build out and everything. Um, so now for prime life that I oversee kind of that digital strategy and vision side of things for the company, um, and growing it. Um, so, so we have some internal teams and some external teams and things like that that we now use to run all of our digital media and everything.

16:29 Yeah. I think that's a really great point because you learned it out of necessity. Uh, and then you're like, okay, now I can do this. And I always tell people like, if there's a one skill I think, and this is my personal belief anyway, is like one skill as far as business goes, it's like getting in front of people. Right. So if I can, if I can figure out a way to get my message in front of people and I have a good offer, that's going to help them. And you know, I can do that. I mean, pretty much you can write your own ticket, but it's finding the right, the right person to either do that. Or you need to become that person. So you've actually, you went through, you have spent a lot of money and you're like, I need to become the person. And then you can kind of delegate it. Right. Is that kinda what you did?

17:14 Oh, well at first I was like, I need to become the person cause, uh, to make sure we're hiring the right companies got to really go do it. But then I was like, Oh wait, I like this it's enjoyable. And it's interesting. Cause I look back and one of the companies that I was a minority owner and called up, we, we had a company called slim mins and we had these natural mints that had a mince, like an out toy, but it had natural weight loss ingredients in it. And um, I started, they brought me on to do, um, sales and get us into the retail chains and things like that. And in about three years we were in like 45,000 stores all over and everything else. But the initial way we built the brand and this is in 2002 or three right around there when we kicked it off.

17:57 But the initial we bought, it was direct to consumer. So we had a website, we were taking PayPal for payments. We were doing that. So I kind of had some of that initial online experience. I'm learning and doing that without knowing that's what I was doing. And then, and then started calling on all the retailers. But I mean, like, I'm glad, like back when I was with that first payment processing company, they taught me how to cold call because I mean, we went like a solid year of nonstop, cold calling, showing up at retailers, trying to get appointments without even like getting a meeting or getting in to see somebody, um, it took a year to do that. And then once we got that first one, then it kind of was like the next year and a half is all just like, that's when the growth happened. So what's this

18:42 Secret to getting through the nose man and keep going,

18:45 Ah, being persistent and relentless. And I mean, we, fortunately, it was kind of cool because, and I didn't really know what it was back then, but one of the owners on our, uh, on our team, he was a copywriter is a nutritional copywriter. And now I'm like, Oh man, now that like, now I look back, I'm like, that's what he was doing. And we would send out like a letter a week with samples to these different buyers. And then I was making phone calls and trying to set up appointments or trying to travel there and then get in front of people and everything. But, um, you know, so I kind of had all these pieces throughout my journey that were leading up to okay, cool. Now it kind of stacks up and helps with what we're doing now and everything. Okay.

19:28 So let's talk about that. Like what you're doing now, I'm glad that you shared some of those stories too. Cause it wasn't all perfect. Right. And there was challenges. I mean, you and your wife had a company, you had organic reach and then all of a sudden our organic reach goes away and you're like, Oh crap. Now what do I do? And that's a, that's an important piece because that was for a lot of people that was like, awesome. Right. And the same thing goes, I mean, I've kind of been known in the space for like e-commerce and Amazon. Right. And we all know that Amazon is a, it's a platform. It can change. Right. Pinterest is a search platform for content in a sense. Right. It changes all the time. And so you are somewhat dependent on that organic reach. It went away and all of a sudden you're like, now what do I do? And that, I mean, at that point, what, I mean, you're kind of scrambling, right? You're like, does this even work? Like how are we going to get people to see it?

20:20 Yeah. No. And I mean, cause it was like, cause we were on a good growth, like growth. Um, we were basically doubling every year and it was uh, like from 2012 on and then that hit and that you could just see like sales just went, wow. And we're like, man, what are we going to do? And you know, we have a small team now and, and everything. And um, you know, fortunately we didn't have a huge overhead yet at that point. Um, but so we, we could, we were still pretty nimble and stuff. Um, and you know, and that's when you got to start looking at, okay, what are the other options? Oh, okay. Ads and you know, Oh, Facebook ads. Yeah. Yeah. But I don't know if we really want to do those. And so, you know, we started working with back then some influencers in the paleo side of stuff and bloggers.

21:07 And so that helped a lot in between, as we were trying to figure out the whole digital strategy and what we're doing. But once we kind of really got it jammed and I mean, what was it? 2000? Yeah. 2017. We ended up having a free plus shipping offer on one of our, uh, of month's supply of our tooth powder for brushing your teeth and everything. And I mean that year we were able to generate through a funnel that we created, um, on our free plus shipping offer over 1.2 million in sales, 66,000 new customers and things like that. And so, um, once we kind of found what worked in, in who our target demo and stuff was, um, you know, we were able to really get it dialed in and that was something we built in, ran in house and everything.

21:51 Yeah. And I think it's, it's interesting cause you know, I'll talk to a lot of people that are selling like one product, right. There's only one product and they're like, I want to run Facebook ads and I want to sell my one product. And at that point they don't understand that it's more than one product that's going to make that ad work. Right. We both usually sell something and just hopefully cover ad costs or maybe lose money, but you know, you can make it on the backend. Let's talk about that real quick. And maybe you can give some people, some, some tips on this because maybe you've had some experience with it. You sell a recurring, uh, you know, a recurring subscription type product. But what if you didn't sell that? What would you recommend someone do, um, to make that work if they had one or two products and that was it, would it be create something as a self liquidating offer? Like what would you, what would you recommend for that?

22:42 Yeah. No, uh, so good question. I mean we have over 80 products, so, um, we do about, uh, I don't know, probably not even, probably like an eighth of our revenue right now is only reoccurring. Um, that's an area, so we're on Shopify. So we've always struggled with the reoccurring payment apps. Like they work and then they don't work. And so that's, that's always been the struggle there where we'd have probably more. But, um, but I mean from a product standpoint, yes, we have over 80 different products between the different areas. Um, some have better margins than others, but I mean, if somebody has or trying to figure out what they're going to do, um, so like are we homeschool all of our kids and everything. And um, our daughter a couple of years ago started to, she wanted to create natural products for pets.

23:30 And so she launched a pet company called paleo pets, but she's got physical products that get created here. They gotta pack them, they gotta ship 'em. So, um, about, uh, six months, six, eight months ago, my boys were like, Hey, you know, we want to start a business and all that. So I'm like, well, you guys got to come up with an idea that you don't have to have inventory. You don't have to have, um, uh, a staff and all that. And so they, um, do like a gratitude journal, um, every morning at night and things like that. So they're like, cool, can we, we want to take gratitude quotes and put them on tee shirts and then, but then have it already printed and shipped everything else. So they built out a company called gratitude gear.com and they have, um, like these shirts here with gratitude, quotes, everything on them.

24:12 They're like super soft. And you know, they don't have, the only part that they have to do is create ads and create the marketing and everything else. And part of their homeschool is learning how to do marketing and all that. But what's super funny and cool as the ads that they create, like when they hit Pinterest and on their Instagram, like I get like a little messages is this add on or this, um, video on Pinterest is hit over a thousand views in the last 24 hours. And so they've been interviewed a few times on different podcasts that I've got them on and uh, you know, they ask them, they're like, it's easy. I don't know why people don't think of it. You want to make the ads funny and you want to have good music. And then at the end, if you want to put, put your website, so people know where to go, they break it down.

24:58 So super simple. So to answer your question, kind of a long story here was, you know, find something, you know, especially right now too, is, I mean something where you don't have to have a staff, something where you don't have to sit there, you know, and making creep products and you know, a lot of people talk about like the drop shipping and bring in the products from China and stuff like that. I mean, yeah, you can do that, but you know, a lot of times, especially now there's such a significant delay with those products coming home to the us, with COVID and all those kinds of issues and things like that. It makes a little more challenging. So find something simple that you can do at home. Um, something that's a passion. I mean, they, they love the whole thing around gratitude and all that and sharing it and wanted to put it out there. And I mean, they're, I mean, they turn 10 next week, so that's great. Can do it, anybody else out there can do it,

25:50 That story. And I just love it that your kids, like, I want to start a business, we're gonna start, you know, why don't I start running some ads and stuff. It's like, man, if that's a skillset to learn, like anyone listening right now, like start teaching your kids how to run like paid ads and you'll, you'll be good man for life, right? Like, Oh my gosh. Like, and not even if they worked for you, but people hire people and pay them a lot of money to run their ads for them. So that's a skill that I think, I mean, it's not taught in school. We know that, right. You gotta, you gotta literally do it. And I just love it. The kids are out there hustling and learning and uh, and that's just really cool. So I, on a tee shirt there, they're using a service that's print on demand. I'm sure.

26:31 Yeah. It's all us based like print on demand facilities. They found

26:36 That's, that's beautiful. So, I mean, we've got 10 year old kids here, so if you're listening right now and you're wondering how to make it work, that's how, but, uh, back to

26:44 What I was saying as far as like the product. So the way that I look at it is if you have one product you gotta have more than one product, right. Or you gotta be able to have something on the front end that doesn't cost you anything, whether that's creating a digital guide, whether that's a book, whether it's whatever you got to have something that's going to try to cover the cost. So you can make it up where you gotta have crazy margins that are able to make it work.

27:05 Yeah. And to that point, so our free plus shipping offer, um, was it's a month supply of our tooth powder, but the average order value of the cart going through that funnel was like 20 to 50. So we're able to who and I mean, in 2017, it was great. Cause we were getting CPAs for like six, six to $8 so we can make it convert really well. We tried it more recently and it's harder to convert. We get to get a higher AOV to make it even just break even where the ad costs. But now who knows with all the big guys, big ad co or the big retailers and stuff and companies pulling off Facebook right now for ads, you know, we add costs. We've been seeing our CPAs in general go down right now, which is great.

27:50 Are you, are you seeing Facebook ads as being your primary or your Instagram? Is it Pinterest?

27:57 Yeah. So, so the good and the bad. So we've been on, I think about five years. Let's see. Yeah. About five years we've been running Facebook ads and a few months ago we've spent, I don't know if you spent over $3 million in Facebook ads and things like that over the year, over the last few years, but a few months ago we got our ad account shut down and like, it's been like permanently banned, basically. Like it was, it was a crazy thing. Like literally we have a natural hand protector product that we've had. We just we've always run ads to it. And then all of a sudden Facebook changed their rules sometime in the end of March. I mean, we don't, we never got things saying, Hey, your ads now are not compliant. And literally like 10 days after that, our ad account is shut down.

28:48 Like all the way up to our business manager level. Even our contractor that we have that was helping us run our ads and set the ads up, their personal account got shut down, like, Oh my gosh. And we still haven't been able to get it back up. And like, we've tried to work through our reps, stuff like that. So fortunately now, um, we've worked around it. We have a new, another business manager and ad account set up and pixels and stuff dropped, but now we're totally rebuilding all of our audience data, having it basically starting from scratch and stuff right now. So, um, but where I was going with that was, we found out though through that, that we're not dependent on Facebook and Instagram cause our revenue didn't drop during that time. So, um, fortunately we have enough revenue from other areas and things like that, um, that are able to drive traffic and everything to our site. Um, w I mean, we lose some of our retargeting and we lose some of our easy to be able to spin up prospecting and testing and stuff during that timeframe. But, uh, fortunately for the 69, 60, 70 days that it was down and now starting from scratch, we haven't lost any revenue drop

30:02 Important is email to you still these days.

30:07 Um, emails, definitely still important. Um, we see a lot, we see a lot less engagement now with email than we did two, three, four years ago, uh, with it. Um, we used to be able to send an email to 80,000 people and, you know, 20, 30% opens. And like, you, you would see like a spike in purchases when it would go out. It's probably 15% opens now and you see a mild spike compared to what it was. But, um, we use a lot of, um, SMS now. Um, we have an app, um, we've been pulling getting people in to where we can do push notifications, um, which is helps a lot. Cause those are usually pretty hot people that are, have your app and then respond to the push push notifications. So yeah,

30:57 Yeah, no, I, I look at the email as you know, it's still around. People are still using it. Um, I still use it. I like it. It's probably one of the better, uh, ways of, I mean, if you're, if you're comparing it to social, right? Like people have these massive followings and it's like 1% and it's like, you're spending all this time and energy to do this vanity metric. That means crap. But yet you have an email list that can get you even a 15% is way better than Instagram, right? Yeah. So I guess that's, that's kinda what, the way I see it, but I agree. There's always going to be other avenues, but it's good thing. You had the email list. It's a good thing that you have, um, SMS, you can do all of those other things. So you weren't relying on just the Facebook ads once that, you know, once that went away for a little while it didn't really hurt the business for sure.

31:41 Yeah. Unfortunately not. Yeah. So, okay. Let's, let's move into, uh, really about what you're about now. Like what's got you fired up right now. I know it's a lot about just getting this thing up here. Right, right. The mindset, um, you know, balancing life and business and everything in between. So where do you want to take this? I'm going to give, I'm going to hit the floor to you. Cause I know that you really do have a passion for this really. Um, and I want to hear more about it myself and I, I want to dig into this.

32:12 Yeah. And as one of the big things I started to really focus on over the last couple of years is, you know, what areas, you know, that have been able to develop and, and figure things out in that have been able to spill over. And I get a lot of questions about all the time. So different masterminds I've been in are speaking and things like that. You know, people always ask about, um, like faith, family fitness kind of health is Y lump under fitness and then entrepreneurship. And so a lot of it was, Oh, since I was always getting asked that, you know, I was like, Oh, you know, let me create kind of like a framework or different ways for people so they can help improve whether it was faith, family, fitness and entrepreneurship. And, you know, in those areas are all important. I think because, um, faith is, you know, that connection to some higher power, God, you know, whatever that is for you.

33:05 Um, and you know, and, and how that helps in your life. And then, you know, then your family, you know, that's who, who you surround yourself with your, if you have kids or your significant other and everything, and then you got to have your health to help all of that. And then obviously your entrepreneur for me, it's entrepreneurship, um, you know, overall. So that's kinda why way I look at a framework of, you know, where I'm at and how, how, how I'm doing in general overall. Um, and one of the things I found out and this kind of started back when our daughter was born in Oh eight, um, and having a business. Um, and then, uh, in 2010, uh, I started a CrossFit that, uh, and then several others after that, that ramped up pretty quickly. And it's like, okay, how do I make sure I'm spending enough time with them, but not getting pulled away from the business and everything else.

34:01 So I think instead of trying to have to like balance on this, like Teeter talk Teeter tot type effect, um, cause then you're always struggling to keep your side even right. Why not integrate? So why not integrate our kids and everybody into what we're doing, whether it was taking them to, uh, events, whether it was, you know, traveling with them and you know, our nanny coming or a mom coming in town depending where we were and, you know, hanging out. And so they were there with us. So we may go to the event. Then we come back and spend time with them, um, and, and do stuff. And so I think the integration part is huge because that allowed them to start being curious, like, Hey, well, what do you guys are doing? What is this with business? You know what, and that's kind of how our daughter got started. Like, Hey mom, I see all your natural, um, personal care skincare products. Will these work on pets? Cause everything in the pet stores is toxic and crap and everything else. And so she figured that, you know, she started to figure it out. And I think if we would have not integrated into the business and what we're doing and everything else, then they probably wouldn't have that curiosity in that direction at all. And so, um, so that's why I talk about integration and bringing all that together.

35:19 I love that actually. And I mean, I think, I think I've been doing that. Not even knowing that I'm doing it, it's because it's part of my, yeah, it's part of my life. It's like all my kids, I've got three kids, I've got a 12 year old who is just literally a, what was it like maybe like a week ago, she's horse treats because

35:38 She's leasing a horse for the summer and she's like, maybe I could start an Etsy shop and sell my, you know, my natural again, natural, but for horses, like horse treats. And I'm like, yeah, I guess you could, you know? So it's like, it's just, it's a part of life for us. And it's what they hear. Um, and it's also not, I guess it's making them not feel limited to only conforming to what society is saying is right. It's going to college. You have to go to college in order to be successful. I have nothing against college. My son's going to college right now to be physical education teacher. Cause that's where he wants to go. But he has some entrepreneurial bug dude. He's got a vertical jump business on the side that he's training kids, how to get higher vertical jumping. So yeah. So, uh, it's, it's a tough balance, but I think if you integrate it where you're not, like you said, not seeing like, Hey, listen, I'm busy right now. I can't talk about anything. You're actually bringing them in. If they want to know more, you're going to tell them more. And then they're going to know, Oh, an email. Optin what kid knows. What 12 year old kid knows about an email opt in, in school.

36:35 Right. For sure. So

36:38 Let's, let's help some people now that are listening though with that balance. Cause I think that's a big struggle for a lot of us. We have, we have a family, we have a full time job. Maybe still we want to create freedom in our life. But then we also find out that when we start starting our business, we find out that we might be busier for a little while, a little bit busier than we were before. And then we're starting to neglect some of those other areas. What is, how what's the framework for that balance? What would be something that you would advise someone?

37:08 Sure. So for me, the way I structure it is in the mornings instead of just like going off and like doing my own morning routine, the kids do that as well. So we'll all meditate together then, you know, we all work out together. Um, you know, we'll usually do a, some kind of morning walk. Um, and a lot of times while we're walking that I'll talk to them about like success and mindset like you do and you know, and then, uh, then I have, um, uh, or a lot of times we listen, we just, since we do martial arts in the evenings, we'll listen to audio books. So a lot of times I'll ask them questions. Well, what did you learn yesterday from what we were going? So then they'll talk about, so it's cool. Cause I'll shoot a little video of each of them talking about whatever that success tip is that they come up with and then they go and post it on their Instagram for like success tips and different things that they're talking about.

37:54 And so it bringing them into that kind of a thing instead of like, okay, I'm going to go do my morning routine. I'll come back and see a few minutes before I leave and go to work. For example, whether you work in a business, whether you're an entrepreneur, uh, you know, it it's that, that's what I'm talking about. Integration. They're part of exactly that what I'm doing. And then in the evenings, um, when we get back, I'm having dinner together. So we all have dinner together. And then usually from that point, then I'm at martial arts with the kids for a couple hours in the evening. Um, and so I'm spending time with them. They're um, they may be doing their own thing and um, uh, helping run classes or whatever it may be for, but so always included them in that involvement in, in what's happening instead of just be like, cool, I'm going to spend an hour with you and you know, that's it and good luck after that kind of a thing.

38:47 Yeah, yeah, no, that's, I think that's great. Uh, and I think, uh, people can make that. I mean, if, again, if you have young kids really young kids, it's gonna be harder. Right, right. We understand that. I look at it as also, there's going to, there's going to be some type of, I don't want to say sacrifice, but in a sense, I guess it is where you're building a business, you might sacrifice some sleep when we all know sleep is important. I know when I was building gosh, a brick and mortar business years ago, and I had young kids, it's like, I had to stay up a little bit later that night to finish my website or whatever, and that's the trade off, but I didn't want to miss out on the kids' activities or the baseball games or that stuff you build around it. But, um, but yeah, I think that's important. I think it's cool though. Like you said, integrate them, bring them, bring them in, like, teach them like what you're doing and let them become curious and they might teach you something, you know?

39:39 Yeah. And I, you know, one thing, you know, it comes up, it's like, Oh, people are sometimes you're like, Oh, you know, what about time for me? And that kind of a thing, you know? And so like for me, after everybody goes to bed, um, they're usually, everybody's usually probably all in bed around 10, you know, then it's like, I usually sit art, infrared sauna, and then, and then kind of do some stuff, reading and things like that in the evening. And then I'm usually in bed around 12 ish or so, um, you know, at that point 1230. And, but that's kind of when I block out that time, cause everybody's asleep, I don't have to worry about anything. And then, and then you have that time for you or whatever.

40:15 Right, right. No, that's, that's all good. So, all right. Let's, let's wrap this up. Uh, what would you give someone as a, as well? Actually, I got two things for you. One is what what's, what's something that you would, uh, leave someone with as like a nugget that you're like you've learned over the years. And if you would have known that it would have helped you tremendously. Is there something that comes to mind that you would help someone with?

40:38 Yeah, I mean, for me, um, it pro so I been fortunate over the last few years to build a pretty significantly sized network of people that have been able to reach out to, um, when examples like, and this is just it's, it's not bragging. It's just like, Hey, being able to build my network has allowed me to do this. Um, so we just put together our advisory board, um, for primal life organics and, you know, on our advisory board, you know, we have Dave Asprey of Bulletproof coffee. Um, we have, uh, another guy gentlemen by, uh, Jim Morrison. Who's the ex president of L'Oreal a huge, uh, personal care brand, um, dot, uh, dr. [inaudible] he's the top chiropractor in the U S um, and, and then, uh, another good gentleman, um, Charlie McMahon and who 25 years in the CPG space and was with Walmart and Nabisco and things like that. And then we have another big person that we're just finalizing agreements. Now that's extremely well known. Um, so by not being able to build my network over the years, I would not be able to make that happen. And so, um, for me, if I would have started that all the way back in my twenties and thought, okay, cool. You know, I want to build my network and then it's created those relationships at that time. Like I do now then probably would have been TEDx from there to where I would have been now.

42:12 So let's ask this question, how do you build a good network? That's the big question, right? You've built a network. You've found out that that's your thing. How would you do it if you were doing that all over? No one knew who you were. Maybe you had a few people you're going to, you want to, you want to build that network? Uh you're you're, you're advising a 19 year old kid right now. You're a 19 year old, a 19 year old Josh.

42:33 Yeah, I guess. Yeah. It would be like what I do now. I mean, I try to create as much value for others. Um, and, uh, I, in Jay Abraham talks about it. Um, you know, your relationship capital, you know, and it's banking that relationship capital. So, um, you know, whether it's reaching out or it, maybe it's on social, you start with, uh, and that's how a lot of, um, started, you know, I mean, I started re tweeting back when Twitter was like the hot thing and it was a main thing out there and, uh, re tweeting and messaging, um, with Gary Vaynerchuk at the time, you know, and then just been able to build that relationship with them over the years, you know, to where, if I need something or need to ask them something, I can quick message him and stuff like that. And so I'm reaching out, but what I did is I always, I never asked him for Amy.

43:22 I would just, I would retweet a lot. I would, you know, post off, like on social and things like that. And, you know, when you start doing that, other people are like, Oh, wow, what is this person doing? And actually it was funny. We just, um, re uh, we're listening to Daymond John's, um, power shift book. And, you know, in it, he kind of talks about something similar. He talks about before he asks for anybody for anything. He wants to do something three times for them, um, and create value three times for them before he would reach out and try to engage. And, Oh, Hey, is there any way you could help me with X, Y, and Z? And so, you know, I think that's a great way or a great framework to kind of take a look at it. Um, I just would always do that, not thinking, Oh, Hey, you know, trying to ask them for something, but B being able to do that and help people work with them over the years, um, has been able to create that, um, for me, uh, and then obviously my podcast, um, having people on, um, helps significantly, um, as well.

44:26 And I didn't realize that when I first started it, um, but it's been coming out like a, when Damon John's new book came out, back in February, his team had reached out like, Hey, we want to get him on the show. You're one of the go to podcasts for us, things like that. But, but by not having him on two, two at two or three other times before, I think he's on either three or four times so far, but by not having them on before that and creating value and then staying connected in the interim. And then, um, you know, sometimes his PR team would reach out like, Hey, can you have this guest on your show? And then I could have said, no, I don't even know who they are, but I was like, Hey, yeah, not a problem. Let's do it. Let's make it happen. That creates that relationship capital, you know? And then when you're like, Oh, Hey, I have, can, can you guys help me out with this? They're more, you know, more likely to help you out with that at that time. So creating value as much as you can for somebody else, however you can. Um, you know, I think is huge. Yeah.

45:27 It could be as simple as, like you said, just helping them share their stuff and being, you know, someone that comments and whatever. Like, it doesn't have to be like a huge give yet because you don't, maybe you don't have the assets yet. Right. Once you build it up, like you said, you didn't, maybe you didn't have a podcast, but then now you do have one. So now you can use that as leverage and, you know, it's a cool way of doing it. So I liked her. Okay. Uh, but I do have one quick, quick one here. Let's let, let's just, you, you talked about your kids starting their own business from scratch. What would you do if you were to start your own business from scratch today, and all you had was a laptop. What are you doing?

46:02 Oh, man. Uh, for me, um, you know, I would, I, if I didn't have a podcast, I was starting off from scratch. I mean, that would probably be one of the first things I would do is start a podcast to, um, start to create branding, um, and positioning. Um, and then, uh, from there, uh, find out basically what, where that gap is, um, in the marketplace, um, with that, and then try to, um, help people with coaching around that or, uh, uh, you know, as a good way to do it. Um, what might be a quick, quick, easy way, uh, you know, based on experience and stuff.

46:41 Yeah. No, I like it. I mean, I didn't mean to throw you off.

46:44 No, that's okay. I was trying to think off the cuff and something. Yeah,

46:47 You did great. Cause it's like, it's like build audience, give value you what they need, fill the void, sell it to them. Right. Like it's, it's basic to you and I, a lot of times, but it's like a lot of people over-complicate that I just liked that it was like super simple, right?

47:03 Like how can I make it real simple?

47:05 That's good. That was good. Cause everything else kind of fills in like, everything else will start happening after the fact it's a matter. I mean, I started this podcast and I had nothing to sell. I was like, I'm just going to build the audience and we'll see where it leads me. And here we are. Um, so anyway, all right, thank you for doing that. I appreciate it. How can people learn more about Josh and everything that you're up to let everyone know how they can get ahold of you?

47:27 Easiest way is just hit up. My website has all my social tags, everything on there. Um, the podcast making bank is on there. Um, but it's just Josh. Felber F as in Frank, E L B as in boy, E r.com and all the information's area, you can follow, um, blah, blah, updated blogs and podcasts and all the great stuff. Awesome.

47:48 Hey Josh, thank you so much, man, for doing this and I really appreciate you. And, uh, and man, there's a lot of golden nuggets there. There's a lot of, there's a lot of ad strategy stuff that we went over, which I didn't even plan on. So that was pretty cool. So man, thank you so much. I appreciate it.

48:02 Good luck to everything that you're up to. We'll probably have to maybe do a, and maybe do a follow up and we'll see what you've been up to in a future date. So thanks again, man, for sure sky and honor, and thank you again and really appreciate being on the show. Awesome.

48:15 Thanks. All right. Well, I wasn't kidding. Right? What a great conversation. And I had no idea which way that this was going to go. I just kind of said, you know what, let's just get on and jam a little bit. And we'll talk a little bit about business, a little bit about life parenting a little bit about how this entrepreneurial space is, you know, really kind of crazy at times and all of that stuff. So hopefully you've learned something and if anything, just allow yourself to say, you know what, it's okay. That sometimes I feel a little bit all over the place or I feel a little bit overwhelmed it's normal, but you also need to recognize that and then put things in order that will allow you to not feel that way. And I think one of the big things that I took away from this interview was how Josh was saying, include the kids, right?

49:06 Bring them into the actual process, let them help a little bit, right? Not like you're putting them to work necessarily, which isn't a bad thing, but really including them this way here, you're not necessarily spending time away from them. And I think there's a lot of life lessons that come with being an entrepreneur. And I know my own kids have learned a ton, right. And they're going to continue to learn as I learn. Right. And I'm going to learn from them now, which is really cool. So I'm going to go ahead and link everything up on the show notes, as far as how you can get in touch with Josh, or if you want to follow up with him, he does have some really good resources on his podcast and on his website. So definitely go check him out. I will link everything up on the show notes to this episode, which is eight 67.

49:49 So brand creators.com forward slash eight 67. So hopefully you've enjoyed this interview as much as I've enjoyed hanging out with Josh and you know what, there's a lot more to come. I actually have another guest that we just got booked to be on the show. And I am super excited about this guest because he was just recently on a television show. Actually it was a Netflix original and I was actually turned onto that show and I am not going to give it away yet. You gotta, you gotta stay tuned. Uh, but uh, he was on this show with another very, very, uh, popular and famous, uh, CoStar. And, uh, it was just a great show. It was an eight episode series and, uh, it was just awesome. And uh, I actually, uh, well I didn't, my wife actually booked him on the show. So we're going to be, uh, recording that here in September.

50:45 And it will probably be airing in late September. So you're going to have to stay tuned, but that's what these shows are all about. These Wednesday episodes are really me going out there finding some really cool people that I'm either inspired by motivated, or I just want to sit down and have a candid conversation so we can learn together and really just allow you to see the inner workings of other successful people, but also their flaws. And that it's not always easy. And what can we learn from these people? So, you know, you're going to have to stay tuned, but I am really excited about these upcoming guests that I have just like today's with Josh. So again, definitely stay tuned to the podcast and do me a favor if you've found this episode helpful or any of the other ones, do me a favor, leave a little, a little review over there on iTunes or Spotify or wherever you're listening to this podcast. That would mean the world to me and let other people know about the podcast. All right guys. So that's it. That's gonna wrap it up as always remember, I'm here for you. I believe in you and I am rooting for you. You have to, you have to come up, say it with me, say it loud, say it. Proud. Take action. Have an awesome amazing day. And I'll see you right back here on the next episode. Now let's rock your brand.

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