The Lucky Titan

How to instantly scale your business by selling more hyper profitable products to your existing customers With Stephen Somers

January 19, 2021
The Lucky Titan
How to instantly scale your business by selling more hyper profitable products to your existing customers With Stephen Somers
Chapters
The Lucky Titan
How to instantly scale your business by selling more hyper profitable products to your existing customers With Stephen Somers
Jan 19, 2021

Marketplace Superheroes is all about helping our community of ‘Heroes’ create home based lifestyle businesses selling simple, everyday products globally on Amazon. Their aim is to create the #1 platform for aspiring entrepreneurs to learn how to build a real business from people who have ACTUALLY done it.

Stephen and Robert are passionate about seeing their members become true business owners rather than just ‘another Amazon seller looking for the next bright shiny object’
They are painfully focused on making sure that their members learn the skills required to become world class business owners who will have the ability to create income for YEARS, not just months or weeks, as well as the confidence to know that they can build any business with the skills they’ve learned from them.

https://marketplacesuperheroes.com/origin-c

Show Notes Transcript

Marketplace Superheroes is all about helping our community of ‘Heroes’ create home based lifestyle businesses selling simple, everyday products globally on Amazon. Their aim is to create the #1 platform for aspiring entrepreneurs to learn how to build a real business from people who have ACTUALLY done it.

Stephen and Robert are passionate about seeing their members become true business owners rather than just ‘another Amazon seller looking for the next bright shiny object’
They are painfully focused on making sure that their members learn the skills required to become world class business owners who will have the ability to create income for YEARS, not just months or weeks, as well as the confidence to know that they can build any business with the skills they’ve learned from them.

https://marketplacesuperheroes.com/origin-c

Josh: (0:00)

What is up everybody, Josh Tapp here again and welcome back to The Lucky Titan Podcast today we're here with Stephen Somers. I'm really excited to have Stephen here today because he is the Co-founder and CEO of  Market Place Superheroes. and if you know me, I'm pretty much the biggest Marvel super fan. So I mean, my first question for Stephen today is are you Marvel or DC? 

 

Stephen : (0:23)

Oh God!

 

Josh: (0:24)

So answer correctly or we might kick you out,I'm just kidding.

 

Stephen: (0:27)

I already heard it, but you are. but I would say DC but only because I'm a huge Batman fan. but equally the Marvel Movies on the bounce?  probably better than DC Movies.

 

Josh: (0:37)

Yeah, Awesome. Good diplomatic answer. I love it.

 

Stephen: (0:40)

Well you know I gonna get you the ball. 

 

 

Josh:(0:44)

 I had somebody tell me once like, Hey, you should only allow people on who are Marvel fans know. My market?

Brunson is a DC fan. 

 

Stephen: (0:55)

Just think of how good and the old Batman Begins The Dark Knight in the deck? Well, not so much that it rises. But those movies like their God, so good.

 

Josh: (1:07)

 Well, I'm gonna finish your intro, I totally interrupted myself. But, you know, Stevens, Stevens created an eight figure company, really helping people in the Amazon space selling online, and you've helped what 8000 people do it. And you've built multiple eight figure companies. I mean, he knows what he's doing when it comes to selling physical products in a digital world. And so Steven, I'm excited to talk about that with you today, especially because now people know, me, we pretty much sell digital and service based businesses, we don't actually have any physical products, businesses. So maybe this entire episode could be you convincing me to start a physical products business?

 

Stephen : (1:46)

I don't think we actually do all of those things, including digital and services. And actually, in microphones, superheroes, digital, and services are a huge part of what we do. But yeah, there we do all of those things. So I can talk to anything. Well, 

 

Josh: (1:58)

 I love it. Well, and I would really like to know, and I was joking about you selling me on it. But I really would like to know, why would you actually start? And when would you actually start a physical products business on Amazon?

 

Stephen: (2:13)

 Well, yeah, I think as well, it's good to define how we do how we sell on Amazon versus like, say, hey, well, there's two. So there's two broad approaches to that, right, we call it we've the marketplace approach, we call it and then I would say there's the brand approach is the second approach. So the brand approach has to cover that it's what a lot of people teach, which is like create a brand, you're in a specific niche, or niche, as you guys would say. And your goal then is to use Amazon as a distribution channel, while also building your own platform. And all that that has absolutely no place in the world. That's that's all if you're on a call I really ultimate legit business, that's the way to go. Whereas what we do, it's every bit as legit in our mind, just a little different is a lot of our audience, like, they don't have Facebook ads knowledge, they're a little bit older, they're not really techie. And they've never had a business before most of them. So to start a business like that, figure out Facebook ads, acquisition costs, you know, funnels, front ends back ends, it's a lot. So the way we go about Amazon is we treat it almost like a stock market, where we look at what's going on the platform, where are their products that are low in competition, and the offers that are out there are not very good, we can simply go into that market compete against what's already out there with a better offer better listing, and all the rest and have our own brand and our product, and we can sell it against the items in there. And the real difference between us and a lot of people, there's a few. And I'd say three main differences in this. The first difference is that we don't sell hypercompetitive products, we stay well away, we're selling the covers that cover the feet of a washing machine stop at scratching the floor, right? That's kind of like what our members when we're selling. That's a big difference. And the second thing is we sell in multiple countries and Amazon so we don't just sell and calm even though it's a huge market for us. We sell in Europe, so Amazon, Dakota, UK, Germany, France, Italy, Spain, we sell and Canada as well. And some of our members sell in Mexico, as well as like Australia, we also sell there. So that's the second piece. And the third thing about marketplace superheroes, then that makes us different from everybody else is most Amazon people in this space, sell a course and it's sealed later, right. Whereas with us, we've taken all of the money we've made from training and coaching and everything and put it back into the business. So we currently run a freight company called superhero freights, where basically people can tap into our freight network, save a ton of money, make it important from China easy, and I say easy because I made it because we literally do 90% of the work for our members. We have, we have services like translation services, listing services, everything you can imagine is all it's all inside our software ecosystem. So we very much partner with our members. We actually invest in our members as well, our own money, which is different a lot of course creators. So I think when you wrap all that up together, what we have is a very specific approach to how we sell on Amazon, in multiple countries, a small number of units per day in the multiple countries. And then finally, we partner with our members to make it easy by basically giving them everything they need service wise to make it a reality, rather than just be like, there's a freight forwarder there's translations company, there's this, there's that and then people, you know, they get they get stoked, you know. 

There you go. 

 

Josh: (5:30)

 Yeah. And I really I like that, because what's and correct me if I'm wrong on this, but it sounds like your strategy is instead of, let's make a product and sell it to the market, you're saying, whatever the market wants, we'll just give it to them. Is that kind of your approach?

 

Stephen: (5:43)

Yeah, absolutely. we fulfill demand, we do not create demand. And that's, that's a great business rule for any business really, like, you know, even our freight company, good example, for it, because I know your listeners, many of them, know, the red six, seven figure range, maybe trying to figure out what they can do to grow, etc. And that was one of the big things we did, like we were selling our course and all of that and doing well. But then a couple of things happened. One alerts I learned from Jay Abraham, who I mentioned to you before we started, and he he talks about the three ways to grow a business, right? So more clients more sales, way number two higher average transaction value way number three, sell through existing customers more often. So we looked at that we're like, well, what are the problems? Our clients actually have? Like? How can we fulfill that demand? And the biggest problem and they were clients had was that we're bringing in small orders from China, super expensive to do that. So we're like, well, how can we make it that we can save a bunch of money and give him a better service? Because freight forwarders are awful. Like, we've worked with them for years. They're just terrible. So we thought, well, initially, we partnered with freight forwarders to try to offer this but three years ago, and nightmare, you know, started well then weren't getting the service levels, were there started charging more money. And we didn't have enough money at the time ourselves to do this, because starting a freight company is no, no mean feat. But we've done it now completely self funded. We have a 30,000 square foot warehouse in Houston, Texas, we've got you know, pretty much the same in Northern Ireland, for Europe, and we have a smaller warehouse in Australia in Canada. So yes, that that helps them multiply our business because people didn't go to our freight providers to came to us. So we shipped 2 million items this year, and 2020 2021, but 2 million items were in 2020, we would expect 3 million in 2021. So that's pretty, pretty crazy. 

 

 

Josh: (7:30)

Yeah, that is amazing. And what I love about your story with that is, uh, you took a need of the customers of your course and said, How do we make it even easier for them? I mean, that's the best course honors, in my opinion, are the ones who will both do that. And they're very far a few between, right.

 

Stephen: (7:50)

And again, it's hard man because like, we were just a bit open their Canadian warehouse and just open the doors, and $750,000 of investment, you know, for racking and the warehouse and staff and insurance and all that kind of stuff, right? So it is it is a quote unquote , risk. And I suppose if you're a course creator that's very focused on and your lifestyle business and stuff like that, then you're not going to want to take that on, you know, both myself and Robert, we're in that phase where it's like, you know, we could just sell courses and we could live a really nice lifestyle. But you know, when I'm making bigger impacts, so we're, we're all in and that's been huge, you know, because our, our we've doubled our business in a pandemic, because we've just stayed true to what we do. Our clients, they're growing with us. And obviously, Amazon has kind of blown up this year as has all e commerce due to good old Corona.

 

Josh: (8:44)

And it's got a funny a lot of people are like, is your business okay? During this time, and if you have anything that's even slightly digital, it's a great time to be alive. People are spending.

 

 

Stephen: (8:54)

Yeah, I was like, I like a lot of people Oh, whenever it first kind of started kicking off, you know, March, April, I was really unsure. I was like, I don't know how it is, I don't know if this is going to do. But in aerospace, you know, I don't say we're gonna make money space, we're in the build a business space. That's what I always say. Because make money space is not a good space to be in. It's a weird one. But But anyway, in errors in aerospace or building a business, especially an online business, it turns out, like obviously, loads of people were working in jobs, and they were not happy. And you're kind of going along with it, because that's what you do in their minds and then being furloughed and things like that everybody saw my my employer could just get rid of me, actually just get rid of me not like no theoretically, but actually, and I feel it pushed a lot of our community to action and to start actually getting serious about bringing in these products, these weird products that make sales every day and that's kind of cool, but it's not cool, but it's cool that they've done it but it's crap that it took a pandemic for people to take more seriously, you know?

 

Josh: (9:51)

 Yeah, but and I do think though, they it's cool that people like you've been inspiring that change in people instead of panicking and, you know, living In a tent, it's saying "What can I do?" right?

 

Stephen: (10:03)

Now that's not comfortable?

 

Josh: (10:05)

 Yeah, no. I have not.. 

 

Stephen: (10:06)

Whenever actually, if let me say that cuz whenever the first wave hits, I literally jumped on every day and streamed to our community, non non buyers, as well as our members. So everybody heard from me pretty much every day as well as other people on our team, we've kept that going that regular connection with our audience, and pay massive dividends, you know, so I feel like that was a big opportunity for a lot of people to really connect with their audience and show them that they're not going anywhere. Like you just said, and I feel that people did that, you know, they just bonded themselves much more to their clients.

 

Josh: (10:43)

I completely agree with that. And I want to ask you a question about this, because I'm sure this is a problem, you have to help people overcome frequently. But one of the reasons most people will lean towards a digital product or services, because there's no barriers to entry, right? It's not going to cost them anything, it's not going to take a lot of time to learn how to do it. So for you, you know, a lot of the people entering into the e commerce space, it just seems so daunting, because all there's, I have to deal with freight and all this stuff. So what's what's kind of the actual cost of starting a business? And how do you help people mitigate that?

 

Stephen : (11:19)

Yeah, so I'd say sub $5,000, you can be fully launched with one or one, probably one product, maybe two products of your own brand on Amazon. And so we have a lot like I could talk a lot about this, right. But one of the biggest things we see is something we call the coffee shop reality. Right? So where are you live? Right now? Josh? Right. Like how much would you think of a cost roughly, to start a coffee shop in your local town or city?

 

Josh: (11:46)

Roughly?

 

Stephen : (11:47)

 What would you say

 

Josh: (11:47)

To the building and everything else? Probably a couple $100,000? To start?

 

Stephen : (11:52)

Yeah, exactly. Right. A few 100,000 for sure. And asked to sell, you know, lattes, americanos and stuff. Right, which I'm not dnb not like demeaning that, but I'm just saying like, that's the real cost rate. So start an online business, then, you know, a lot of people that I speak to, before they get to know us are very concerned with cost and are very focused on how can I like, get the least amount of money into my business? I always tell people do you want to make the least amount of the most amount. Everyone says I want to make the most I'm like, Well, look, you have to understand to get a business going, especially a physical business, any business though, there's, there's money you got to put in. And so a little bit like, you know, if someone who's a downhill skier, at the end, the jump up on the ramp, I'm not a downhill skier, I don't know all the terminology. But that's the whole thing I got to get down first, before you can soar back up, again, kind of the same thing here, you know, you got to put money into your business, downward movement of resources, before you get the upward movement, I've got products in stock, I've got assets now. And that's a problem that a lot of people I see a lot of people have, they've never experienced, what it actually means to own an asset. And therefore, they're so focused on the cost. And I heard a program a couple years back, it was a bit of a cheesy program, but it was some really good stuff. And one of the best things this guy said was, it said, rich people, I don't really like that term, but you don't mean just for rich people, necessarily millionaires, whatever, they focus on how much they're gonna make. Whereas let's call them poor people, which I don't like that terminology. But just make it easy, poor people on financially unsuccessful people, whatever, they focus on the cost, and I was that person for a lot of my life, how much is that going to cost me? Rather than saying, Well, how much is it gonna make? Because I had one guy, even today, was talking about some subscription thing. Software, let's just say it was 97 a month or whatever. And he was gonna complain about that. And I was like, dude, like, it's like, $3 a day, right? Or three euro three pounds. It's nothing like that's nothing, you're focused on the cost. And that's why you won't make money. And so that, that that's just a little bit of a comment on the question. But yeah, like did to launch a business for a product about 800 bucks to $3,000 Max Max, about so 5000 $5,000 last night, you launched the business, but you know, you will not grow a six figure income on $5,000 investment. It'll be a case of getting a few products in the stock proven the model yourself. And then you got to start scaling up, put more money into the business, put your profits back into the business, and things like that, but we've got so many members now who started from scratch, and are now hitting the seven figure mark in revenue at a bit of 30% net profit. So making you know, 250 $300,000 net profit before corporate tax, which is really good. So, you know, tons of successful members and I think it's a great business, to learn business, you know?

 

Josh: (14:51)

Yeah, I love that. Especially that analogy. So thank you for explaining that, you know, focusing on what you'll make and not what it will cost And I think you just summed it up by saying that a 30% margin, I mean, and that's, that's appealing to people like me who are saying, Well, you know, I can make a, I can make an 80 to 95% margin on a course where, you know, and you're saying, hey, make a 30% margin, but that's the kind of thing where your money's working for you.

 

Stephen: (15:18)

Yeah, like, I mean, it's true, right? So like, and I think as well that's another thing too, right? Like, you don't really make 80% or 90%? Sell a course. Right? That's not that's not true, either. Right? Because, I mean, like, I mean, in our business, now, we send over a million emails a month. So you know, our, our email, below from saying grid is, is serious, our staff goes huge, because we've got tons of services and all that. So I think as well, it depends on the level you want to operate on. Right? And what you just said, there's so true, though, like, ultimately, the beautiful thing about a physical product business, you really can divorce your your time, from effort. And with a with a course business, you know, I think a great course business, you'll always have to put time into it. I do think there are people have real lifestyle course, businesses, for sure. But you know, they'll never grow beyond the lifestyle, because just things you got to do to in order to grow beyond that it was an Amazon business, for example, you can literally run an Amazon business that's doing seven figures in revenue at about eight hours a week, you know, you really, really can, because Amazon are doing so much work for you. Equally, though, I love course, but like I love courses, I sell tons of them, you know, so I love all these businesses. And so what I've learned really is if I can have my finger in all the pies, great, because I guess one of the biggest things we've done is take our money invested back into members. So we do we do an equity split with our members and stuff like that to help them grow. But also, you know, for ourselves have a fond of businesses. So we probably think Robert, my business partner said we'd have a few 100 products in our range this year between all the different businesses we're involved in, you know, and that's powerful as well. So I think a few things in that. We can unpack if you want to. But that's my kind of take.

 

Josh: (17:05)

Yeah, no, I love I love that response. And I think you were throwing a little nuggets there to people who might be saying, Is this a type of business for me? I mean, I love the fact that you said you know, you can divorce herself timewise from the business because especially if you're looking at a lot of people here who you've built a six figure business, our seven figure business, and you're looking for maybe something else, because I don't know if I want to keep scaling this one. I mean, that's if you have the cash upfront, and you can leverage that into a business where you can divorce yourself timewise from it. That might be what you're more interested in, you know, maybe you want more time? 

 

Stephen : (17:41)

Yeah, I think it depends. I mean, I'm at the stage in my career now where I used to not have money, and now I have money. And now that becomes a problem. You know, like, if you have a lot of money sitting in your business bank account, let's just say and it's doing nothing. That's inefficient. Anyway. So even with me, now, I'm still looking at other ways I can grow little businesses that don't have to put a whole bunch of time into, I can take my money. And I can do that, you know, a couple of projects I'm working on now, bringing in people to help me with those. So I think it's very appealing from that perspective. But also, not everyone has that same issue. And my hope is that everybody will want that issue. But like we've got a guy Steve's and then I don't want to give his full name just in case he's not happy with me doing. He's a dentist. He's a dentist from the States, very successful dentist makes a lot of money, personally, but of course, he's even doing the dental work every day. So he actually said, Look, he came to our event in Ireland, we did boot camp there a few years back, and he came over to that he no business whatsoever. Remember him his wife in there, and listen to what we said, you know, launched a couple of products in 2018. And in a good lot more in those 19. I think now a few of the products took off, and he did not too many more, I believe is going to do million dollars this year, are close to as far as I'm aware. And he's not putting in a ton of time, because Amazon do a lot of the work. So it's very appealing for him. He's at that point now where he's like, if I can get this to a couple of million a year, you know, and I'm making 30%, and whatever, you know, he's still able to pull out more than he was making as a dentist. But he's got a bit more freedom, but also the way he sees it, I believe is I can kind of have both, you know, which is kind of nice. Whereas, you know, doing courses and coaching and stuff like that. I know from experience that like you know, unless you have a team behind you. It's difficult to say be a full time dentist and have some big course thing because you'd be you'll be working all day, you know, most likely so that's Yeah, but I'm not bashing courses. I mean, I sell tons of my local courses. I'm just trying to give them I suppose a balanced view on on all these businesses, because equally I love service businesses like I love her for a company. It's an amazing long term business, but short term, it's it's not good profit, like profit wise. It's not good, but it's a different business. We're not looking for to make money in the short term. We want to make money in the long term.No? 

 

Josh: (20:01)

Right. Well, and I like that you've covered, I mean, physical products, digital products, service businesses. I mean, those are kind of what I would call the big three, you know?

 

Stephen: (20:11)

 Yeah

 

Josh:(20:12)

 I feel like that's about as diversified as you can get in. In a business sense, right? Especially where you bootstrapped all of them. So I really appreciate your opinion on it, because, and I hope everybody else appreciates that as well, because it allows you to see the weaknesses and the strengths of all of them.

 

Stephen: (20:30)

 For sure. 

 

Josh: (20:32)

So let me ask you this, if you had to start over from scratch, and you only had 90 days to make a livable income, which of those three businesses would you would you build?

 

Stephen: (20:41) 

Well, it wouldn't be a physical products business can tell you that now. And the reason for that is that it's not good short term and 90 days, I wouldn't even be in stock because it takes a let's just say I knew the idea. I could be in stock, but it would take 30 days to produce the item 30 days, more than 30 days to get it into stock, right? So that's gone. The business I would choose is, and I've done it this year, to prove the model, I mentioned the deal. Before we started, I would go and find someone who already has an audience be on YouTube, Instagram, whatever, I'll partner with them. And I would, I would be the person that monetizes them. So we did it this year. With a guy in the auto detailing industry. We just did it as an experiment really. And he was a he's a brilliant presenter. And he's a great channel and everything. Scott Wilson, Wilson auto detailing is the channel and Luke very, very smart young guy. And we basically just helped Luke take his audience, he had literally no one on email list. So we just build a simple opt in forum. We had like 12,000 people on the email list, then within like, two months or something like that, while we were preparing his course program, where he was teaching people basically how to build an auto detailing business on the side. So he already had an audience interested in that. Never build a list never did anything like that. And at the same in our first webinar, it was unbelievable. Like we had over 2000 people registered for the webinar, which is I I've never done that before. And my own business, crazy numbers. And you know, we had 900 people on the webinar. And we sold like 305 courses of 400 bucks. So it was amazing. And so if I had more time, I would do a lot more than but I, I would, I would that's that's what I would do exactly what I would do. And I've been told it's something I'm going to develop more in 2021 is that because I've done it numerous times now. And I really feel like for people that are like me, I was a data processor. When I started out I was not in business, I had to learn Amazon first and I was studying all the marketing stuff on the side, if you want to call it that. And then eventually it made sense for us to share Amazon knowledge because we couldn't sell all the products in the world. And a lot of the courses were just terrible. So we felt like we had something to offer that market. But just to say like now with all the marketing knowledge I have, I feel like I can pass it on to somebody. And they can take like, you know, you mentioned was salty, take.com secrets, expert secrets, that kind of content. And they have somewhere to apply it now. Because I had the same problem everybody else was I didn't have any knowledge. I was a data processor, like, so. What could I sell? I'm not an expert in anything. And that's why that's a model I really believe in actually, in addition to what we're talking about.

 

Josh: (23:21)

Yeah, I love that answer. That's really cool. What a cool strategy because you're you're talking about really a true joint venture a long term JV where you come in and say, hey, let's let's split profits, you bring the audience, I bring the marketing know how let's do it.

 

Stephen: (23:35)

Yeah. And again, just to be clear, I didn't actually that wasn't the arrangement I had with Luke. So everybody knows he's doing his own thing. And it's great. And I wish him all the best now. And we just had a simple thing. And it just didn't work out long term for me just with everything else going on with themselves. So he's gonna do great. I mean, he has the the basis now but yeah, like if I was doing with other people, I would start it as a joint venture, as you just mentioned, I'd probably on the platform myself, and then we share it out, you know, that kind of thing. That's, that's all stuff we'll be covering, if we do decide to teach it, but uh, it's the same model. Really, I've done with marketplace superheroes, like, Yes, I am an Amazon expert. But my business partner, Robert, I would say as much longer more established expert than me. He's brilliant that like he's just brilliant that the numbers behind the business and stuff like that, a great mentor and like that i

 

Stephen: (24:24)

was able to bring that my marketing knowledge along with that and build something. I do think like I started from scratch in 2015. Man, it's a tough road, building your own audience like you know, it is better if you can tap into something that's already working. They've already done the hard work of getting the the audience, they just didn't know how to monetize. And there's a surprising amount of people like that if you go to YouTube, I mean, how many people have got Patreon links, and their bios are in the descriptions, like they're all people that could be clients or partners because they don't know how to make money. They would not be using Patreon that they knew how to make money. 

 

Josh: (24:58)

right? I love that. And honestly, Patreon, I completely agree.

 

Stephen: (25:05)

It's great for those guys. But at the end of the day, with a stripe account and a clickfunnels account, you could make that in two seconds, you know but...

 

Josh: (25:12)

You would not say out of that percentage to Patreon.

 

Stephen: (25:16)

Yeah, and again, like I'm not, I mean, I'm just saying, like, I'm giving people another way to think right, but I mean, Patreon are doing a good thing for those creators. And that's cool. But yeah, that would be my take on that.

 

Josh: (25:27)

I love that. Well I appreciate that answer. Again, just because you've got so much perspective on it. A lot of people ask that question, too. They've only done one thing, right? So it's Yeah, multiple times. 

 

Stephen: (25:39)

Yeah. And I think it's a problem in the in the course space anyway, right? Because a lot of people, you know, you say, the teach course creation, it's like, what did you do before that? Well, I kind of taught course, creation, it's like, Okay, well, when did you do a business that wasn't like teaching courses? Right. And I think that's a bit of a problem we have, you know, it's the same with coaching, you know, I coach people how to coach and all that. And I'm not, I actually do think there's a place you do need someone to teach you how to create your course. Absolutely. You do need someone teaching you how to be a coach. But I always like it when someone has done other things, like you said, because I've started now multiple companies from scratch with Robert and different people in our team. And it gives us a lot of perspective. And it really teaches you what's important. And what's not important. And the truth is, most people are focused on what's not important that they're they're focused on the shiny stuff, rather than the affective stuff that's going to work, you know.

 

Josh: (26:34)

Yeah. Love that. Well, and you also mentioned to me before the interview, you had something you wanted to give to our audience, if you explain what that was, and tell them where to get it.

 

Stephen: (26:43)

Yeah, so Well, I'm going to tell you how to do it, which is even better. And what I wanted to talk that was at a promotional calendar, in your business. So a lot of people here, you mentioned, Josh, they're already up and running, right, which is great. And the thing that changed my life in marketplace superheroes was looking at, you're looking at what we call 12 week years, but I don't call it that book, the book those 12 week years good book. And we realized, well, we can actually get a year's worth of progress in 12 weeks. That's amazing. It doesn't even seem possible. But what we started doing was looking at and going okay, well, how long does a promotion take us? So let's say we're promoting a new program two weeks. Cool. So we mark in on those weeks to those weeks are gone now. Because they're going to be for that promotion. And obviously, we have a whole system behind we do how we do promotions. But just for now, just think of it that way. You just plug it in two weeks of that. And you're like, Well, I'm not going to promote something straight away. Because I've just promoted something heavily, I'm going to do a couple of weeks of value to really focus on a bit of value for two weeks, then be like I've got a small offer to promote and do a week long promotion there, then we've got five weeks accounted for 12 weeks, right? And what you can start to do then is between yourself and your team, start focusing on what can we do to make those promotions interesting? How can we how can we make it that it's something our audience haven't seen before, let's not just do a webinar, let's do a video series for this one. And you can start with that Oh, and I just found by focusing on those 12 weeks like that and plotting out your promotions, you will multiply your business very quickly because you're getting focused on the third way to grow a business that I mentioned, which is selling to existing customers more often. At the same time, you can imagine a spreadsheet like this, have on the left hand side, your non buyers, right side, left hand side, your buyers, right hand side are non buyers or to the right, and you want a 12 week promotional system for them to sometimes it'll be the same offer as your buyers, that's fine. But then, with your non buyers, especially if you have a bit of an email list, start thinking about low ticket low friction offers that you can put out to those people that will help them come and get into a blank relationship with you and start putting them out on your calendar. And when you do that, we call this perpetual launching because in between, we've got value. Even during promotions, we have value with two YouTube videos go every single week, a podcast episode. So my whole thing now is you want a blend of content, you want a blend of connection, we do a stream every Wednesday, to our to our members, we do a stream every Friday. I'm doing stream every Sunday. So we've connection with content. And then we have we have our promotions that are happening all around that I call that perpetual launching where you're always launching something but it never feels like it because you've got a great balance of content and connection as well as not for and I just I know for a fact if you listening today, start looking at your your business in 12 weeks cycles and plotted out you're gonna grow very, very quickly. 

 

Josh: (29:42)

So yeah, I love that. And so where can they get that access to that? 

 

Stephen: (29:46)

I don't have I don't have it anywhere.

I was building a whole thing on it. I don't have it anywhere is the bad news. But I will I will put something together on my own site. Steven summers calm. I'll get something together over there. Maybe forest Last Josh or something like that, now, I'll give him a little map or something like that they can download. It's something I've honestly been working on. I've shown it to a few people who have businesses, and they've more than doubled their company fairly quickly doing this. And it's a blend like it's the thing. I've taken Sony programs, Sony mentorships, I've always had to blend everybody's methods together to make a system. And so this is my system really, after blending so many programs together so many good people, no one seemed to have one growth engine that just made sense. So we've been implementing it and like I say, we doubled our business this year. So that was good.

 

Josh: (30:40)

I love that. I mean, I love the methodology, because I think the number one problem that most people have when like doing email promotion is that, you know, it's like, how do I do this without making it feel like I'm constantly saying, buy this, buy this, buy this, buy this? You know, it's so I love that. 

 

Stephen: (30:57)

Yeah, and and again, like you have the dinner thing that no one's going to tell you either. But I think it's really important to know is like you need to have different ways to promote things. So even with a webinar, like people listen, maybe they do the perfect webinar, for example. Well, you know, perfect webinars, great. I use it all the time. Don't just use the perfect webinar, right. There's other models. Excuse me, another model out there I really like is the Russ Rufino model, which they call the five shift model, which essentially just it's just a perfect webinar. But there's five shifts instead of three secrets. And as a slight, and it's more about, well, these shifts are the things that helped me succeed. And if you can make those shifts in your own business, you can do well. So you have to have different types of webinars, you also then have to be thinking about, okay, well, what did I do? What are we doing our last promo, we just did a webinar, right? Well, what else can we do now to make it more interesting? Is the video series going to be the best thing? Should we do a video sales letter on that that becomes the thing. And I find even with our even our YouTube content, and our channel is growing, it's like nearly 15,000 subscribers for marketplace superheroes. But it's, it's doing really well to hold on to viewers because we're constantly trying to, you know, do a case study one week, and then the other video would be a product research video, and the next week where we know product research as well. So it's like a different, it's a different way of delivering a product research video. And then on the Thursday video, it might be like, five products that have that could work well for you. Like, we're always trying to change it up. Whereas whenever we do, like, it's the same research video on a Monday case study on a Thursday, we just keep doing that. Yes, it's consistent. But But people get bored, you know? So same thing in your promotions, like you have to be thinking constantly, how can I make this fresher? And the same thing with your offers, like you can sell the same thing in so many different ways. And like, and with total integrity, like we have, the amount of different programs we have around product research is unreal, but they're all required, because they all provide a different level of support a different way of looking at research, and they all have a reason for being you know, so, so much you can do at a business when you start thinking in this way, you know?

 

Josh: (33:10)

Yeah, absolutely. And I love that man, I thank you for for giving that to our audience. because like you said, there's not even a place to go for it Stephens not here to promote you guys to sell stuff. And I love that because I mean, he's here to help really provide true value. So pay attention to this interview, go back and listen to it a few times take notes, because he's literally just giving you the roadmap to success to making a million dollars, in my opinion, in this in this interview.

 

Stephen : (33:38)

Oh yeah,if you've got an audio, you got an audience you got you got two people who bought something from you. And I'm telling you now, if you just sell a course, for example, let's say you've got 200 people bought a course man, I just say it's $1,000 or whatever, like you have the power to sell and just very quickly another 20 to 40, higher priced, you know, versions of that program and a bit more support, etc, maybe at $5,000 or $8,000. So that you even that one little thing, put together a good promotion, and offer that but a great offer. There's money, right? There's just sitting there, and it's money that your audience want to give you because you're helping them or you're actually giving them the roadmap. One more thing I'll say as well with with any kind of online course business service business, like try as much as you can to look at all the places that people are failing and finding it hired and build a service for them. You know, find some you can build it with even bring it to your audience because course businesses are awesome, but here's the reality is just selling a course forevermore. It's not it's not necessarily a sustainable long term business, you know, just just information. The world is changing very quickly and we have to start moving into providing some services and building their a say like, you know, a real business right? Even though a course business is a real business, it's just adding in things that the world accepts a bit more actually will make your life better in the long term because you own something that has real tangible equity value, you know, and that's important too.

 

Josh: (35:15)

Yeah. Love that. Well, it's Steven, let me ask you one final question before we sign off, man, so that we've covered a lot of different topics in this interview, and people are probably saying, Okay, I've got a lot to go back and listen to. So I want to ask you this, if there was one takeaway that you would hope people would get from his interview, what would that be? 

 

Stephen: (35:33)

Um, well, no one your audience I would I would be dealing in 12 years, for sure. But I'll give you another one. Just be sure that everyone gets this. The biggest one for everybody, though. And I still tell myself this is be a producer, not a consumer. And that comes from the millionaire Fastlane, one of my favorite books. But that one, that idea, coupled with to help basically, to get what you want, you got to help enough with enough other people get what they want Zig Ziglar quote you've probably heard before, if you really think about those two things, how can they produce more, then how can I help other people get what they want, and therefore I get what I want, in my opinion, that's the formula for actual wealth, because you can build any business with that, you know, we made a whole bunch of money in auto detailing industry and I don't know how to even detail a car. I have no clue. So, so that's because I know how to be a producer, you know, so that'd be the things I would say.