FTC 216 | Customer Acquisition

216: Customer Acquisition 101 With Anthony Sarandrea

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Anthony Sarandrea went from going door-to-door for twelve hours a day every day to being online 24 hours a day in order to acquire customers. The difference in his output has astounded him beyond measure and caused a sort of addiction to the process. Because of this, he shares his formula in order to help others target and acquire their desired customer pool. In this episode, he joins Mitch Russo to stress the importance of the first few seconds of interaction and standing out from everyone else. Anthony also talks about the pros and cons of affiliate marketing. 

Customer Acquisition 101 With Anthony Sarandrea

Welcome to this moment in time when you get to chill out, tune in, and extract wisdom you could use to grow your business with your first thousand clients. As you know, the world changes every day in surprising ways. What doesn’t change is your need to promote yourself and generate new clients. I used some of my quarantine time to write a new eBook called Profit Stacking Secrets. It covers 28 different methods to get no cost placements, publicity, attention, connections, and ultimately new clients. I’m giving away the first part free and you can get that by going to ProfitStackingSecrets.com and it will be on its way to you instantly. Use it to get free press and even get a new client. On to my amazing guest and his incredible story.  

Picture this, readers, you depend on selling door-to-door to make a living in the 115-degree Arizona heat. Door after door, all you hear is no. How long would you keep doing this? The answer, as long as it takes. My guest decided that he could rapidly build trust and gain attention for his products. If he could do that, he would make more money and that’s how he discovered his greatest gift, generating new customers. He took that gift and moved that online. He’s left the twelve-hour workday behind and instead moved to building high converting websites where he reaches millions of buyers every month and drives 4,000 inbound calls a day for his clients. He’s changing the world and he’s here to show you how you can too. Welcome, Anthony Sarandrea, to the show. 

I’m excited to be here.  

I am glad you’re here, Anthony. You have the magic, the secret sauce that we all want to know about. Let’s start from the beginning. How did this all get started for you? 

Where we’re at is spending six figures a day online on Facebook, YouTube, social media, direct response, meaning we want to make the phones ring. We want someone to enroll in a product or sign up for health insurance or auto insurance enrollment through GEICO or something like that. We act as the liaison between the attraction education of the customer and the actual servicers, the GEICO, State Farm to the world, and things like that. Going back at it, you nailed it, it was going door-to-door. The internet is not different where you have a short window of gaining someone’s trust and attention. Discovering the infinite power of the internet where I wasn’t limited A) geographically B) time-bound to my time to make a sale. When you’re going door-to-door, you’re meeting with clients, you only have 24 hours in the day. You only can be in one location at one time.  

The internet explodes that domestically and even internationally. It works 24 hours and can be in several different places. That became addicting to me. I sought out to learn how the heck to do that. Whether it was working for free under people and mentors, going back when I was younger, or it was investing any money I was making door-to-door back into learning how to do this stuff. That’s not necessarily buying courses and classes. It was a lot more trial by error type of stuff and running my own ads and saying, “Did people click? That was a win. Did people spend time on the site? That was a win.” Down to eventually, “Did they make a phone call or fill out a form?” That leads all the way through to, “Did they enroll or turn into profit or money?” The journey has been interesting. I can go as higher-level in-depth as that as possible. I’d love to talk tactically on some things that people can take away when they’re going out, seeking out, and driving customers online for their business. 

I’d like to go back and talk about some of the realizations you had in that door-to-door experience. What went through your mind? How did your ideas change after you started doing it for a little while? 

I got addicted to the idea of success equals freedom of time. I remember, I was getting a mid-day workout and I saw an older gentleman shooting hoops and I said, “What the heck does he do?” I remember pounding the pavement like crazy in the hot summer and getting doors slammed on my face. One out of every 50 would even talk to you. I said, “What are you doing?” He said, “I work on the internet.” The idea of me sitting down in front of a computer was horrible to think through. I love being out and talking to people doing things. I ended up working for that gentleman for free where he taught me the chops. That’s where I discovered some of the things I mentioned.  

I didn’t get twelve hours knocking doors, I get 24 hours. I didn’t get each door I was at. At first, I got hundreds of doors and thousands of doors. Now we get millions of doors a month if you think about it like that by the actual power of the internet and how it works. A lot of them were warmer leads as well, too. This all started at micro-levels. He was the first person I talked to off of the internet. I was like, “This is cool. I didn’t knock that door and I’m talking to them.” That became hyper addicting to me. Anybody reading who’s ever got an inquiry on their website or even the idea or heard of friends doing that and stuff, it’s addicting. They’re like, “I found you online. googled you. I saw your social media post, my friend shared it with me.” You’re like, “I did that, but I wasn’t present doing that.” That became addicting to me. 

Talk with everyone and anyone because you can learn something from anybody and how you put yourself in those situations. Click To Tweet

Let’s go back to another moment here. You were doing your job. You were going door-to-door. By chance, you ran into this individual and you shared a story with him or he shared a story with you. You guys became acquainted and you started to work for him for free. We call that mentorship. You were lucky enough to pick up a mentor at that age. It didn’t seem like you were looking for one. How did that whole interaction happen? The reason I’m asking these questions is that there’s an element of this that plays out for all of us and it’s the universe conspiring to help us succeed. I’m trying to find out how you managed to be in the right place, right time and at the same time, what you did around that meeting and around that experience. 

You mentioned luck, it was deliberate. I had this idea that I can learn anything from anybody. The guy mowing my lawn knows something I don’t know. Approaching every interaction with that newness. Admittedly, as you become more successful or bigger in business, you start to think you’re a know-it-all or you start to think, “I’m smarter than that person. I know more.” Knowing that the guy cleaning my lawn knows something I don’t know and approaching every interaction that way, it’s where you find those learnings, wins and mentorships. All I did there was strike up a conversation with an individual that I was curious and I said, “This guy knows something I don’t.” It’s not because he was wearing $100,000 watch. It’s not because he was driving a Lamborghini. He was a random guy shooting hoops. I come to find out he’s done $300 million in sales. That only happened because of that idea around anyone can teach you anything.  

That being said, there are some tactical things. Do you put yourself in the right situations? Even before I could afford to be in a good apartment community, I wanted to spend the extra money to be there because I knew the people that live there were probably of higher caliber that I would be able to learn from. This was at a country club that I get guest passes from friends on. I knew that it was a high-end country club that people of success are hanging out there. To your point, there’s where the deliberateness comes in. It wasn’t me in a Chipotle line, ordering my chipotle, and getting in my car. I still do this, talk with everyone and anyone because you can learn something from anybody and how you put yourself in those situations. It’s not always the guy driving the Lamborghini that ends up teaching you something because everybody is approaching that guy at the gas station.  

Lesson number one, put yourself in places where smart people hang out. Lesson number two, be curious. Be open to having conversations with random strangers because no matter what they do, there’s something to learn. I love that. That’s exactly the way I operate every day. That’s part of why I run this show because I learn something every day. I’m glad to hear that you did that. How old were you when you met that gentleman? 

Eighteen. 

You engineered the most perfect situation ever at the most perfect age. That’s incredible. You went to work for this guy, did he invite you to come to work for him? Did you offer to work for him? 

There are a couple of interesting things. I said, “Can I come work for you for free?” He said, “I’ll think about it.” That’s where I understood the value of time. I was like, “Why would you not want someone to come work for you for free? You don’t even have to pay me.” It’s because I’m taking away from his time. That was an interesting lesson. Multiple follow-ups and borderline begging and I said, “I will clean the floors for an hour a day if you need me to be assimilated in that room.” That gets back to the principle, which was putting yourself in situations with people that are where you want to be. It’s funny, I don’t think it’s a crazy formula in life. If you want to be somewhere, if you want to be great at karateat business, or a philanthropist, get around people that are already there. By osmosis, you get there. Obviously, there is a lot of other stuff in between or in the middle. That’s the simplest principle in life. It’s like, “I want to be great at the flute.” Find the best flute player and do whatever it takes to get around that person and spend time there.  

A lot of people are afraid to ask for mentorship because they feel like a leech. If I’m around a guy that does $500 million in sales, some people write it off in their head and they’re like, “I don’t want to leech this guy’s time. His time is valuable.” There’s a reciprocal benefit to a mentor-mentee relationship that I didn’t understand until I started mentoring people. What that is to me is they see a part of themselves in you and eventually, money becomes relative. The guy that makes $500 million, $1 million, another $100,000, is relative to seeing somebody else succeed.  

That’s not everyone. I’m not saying everybody’s a good Samaritan and thinks that way but the right mentors are, and this mentor was. Forget that I’m a kid. If you’re reading, you’re like, “It’s because he’s a kid.” I disagree. You see a hungry person and you see a part of yourself earlier in them and you want to spend the time. It’s the same reason why I’m doing this. If you ask me, “What do I want out of this?” That’s nothing. I’m not selling anything. I love the idea of mentoring here via this show because I feel good. It’s better for me than getting back to work and making another couple of $1,000. Those are big learnings. 

FTC 216 | Customer Acquisition
Customer Acquisition: When you’re going door-to-door, you’re meeting with clients, you only have 24 hours in the day. You only can be in one location at one time.

 

The other thing that I’ll tell you as a tip from myself, when I mentor somebody, the first thing I do is give them a task. I’m going to say this categorically, nine times out of ten, they will not complete the task. The first test for anyone who wants to be mentored is that if you are given something to do by the person that you hope will mentor you, do it extra, do it 200% and not 100%. Prove to that person that you’re anxious to learn and that you’re willing to do the grunt level work necessary to understand and gain mastery. That’s step one. You must have been given tasks and you probably did them to 200%. Clearly, this guy said, “Let’s keep going here.” Was there ever a point where you talked about money with him? How long were you associated in this relationship? 

We still talk once a week, all the time. As far as working underneath him directly, it lasted for about a year before I had the skills to monetize what I had learned there. I was never in it to make $12, $15, $20, $100 an hour with him. I knew that his time and his knowledge was infinitely a better payment. I never brought that up. He eventually said, “Let me pay you.” I was hungry enough and I was adding enough value to the company. I never brought that up to him. I needed to eat but I was doing other things. I knew the more I could invest in my mind, the more it was going to pay off in the longterm. You brought up a great point. By doing tasks, make it clear that you’re not going to waste their time. It’s a waste of time if a mentor in conversations tells you to do something and you don’t do it. You wasted their time. 

Let’s move to the next phase of our time together here. This is where we open the floor to you, Anthony, and make you the teacher and the mentor in this case. When I asked you what was your gift, you told me it was customer acquisition. What I’d like for you to do is lay out the steps necessary for anyone to begin the process of acquiring customers. Assuming that most of us have websites and email lists or whatever, where do we start with acquiring customers online? 

To your point, acquiring customers online is the magic gift to drive thousands of customers a day. I’ll start with the principles of online and then we’ll get more tactical as far as what platforms or what exactly to do things and like that. Let’s say you’re going to run a Facebook ad. You need to be more relevant than someones mom, dad, sister, brother, fiancé or best friend, in order to grab their attention.  

Understanding that even you as a consumer when you’re scrolling through Facebook for an ad to grab, you need to grab you more of that. That means a couple of things. I love starting with Facebook or Instagram if you’re running ads and I love that for a couple of reasons. One is I love how demographically you can niche down. What I mean by that is, for us let’s say someone’s in high amounts of credit card debt, we want to help them get out of credit card debt. We may start with Christian females and targeting things around what a Christian female will like.  

My ad will have a Christian female in there wearing a cross while she’s talking and saying, “Thank God I found this program.” Everything will be congruent all the way through. The principle there is, understand who your target audience is and niche that down as far down as you can get. It may even be a Christian mom that has kids and lives in the south. I’m making stuff up but the point being is it’s matching that so far down.  

If I saw an ad that was like, “Are you a mid-twenties male in Arizona that loves to work out? This is for you.” I don’t even care what it is. It would have my attention. That’s a dramatic experience. The problem is a lot of people with ads, they’ll run the office cat. “Look at how pretty fluffy it is.” A) It doesn’t grab your attention because it’s not you and they’re not speaking to you enough. B) It’s not asking for the sale enough.  

We start with a simple formula. In the first three seconds, you need to grab someone’s attention. I may even have this company beep me or something like that or I slap the camera with cash or I throw cash. It’s something that’s like, “Stop. Hold the phones. What is this?” We’re getting into the, “If you blank and blank.” Who is this for? If you’re blank, if you live in Florida and love the beach we take them through a journey of what can happen. It’s like, “If you’re in Florida beach, we can increase your income by 200%.” There’s the promise or whatever it is. I’m using silly and all over the place examples, but it grabs attention, say who it’s for, value prop, and it gets into the story before. “I was scrolling on Facebook before this, my life was blank, blank, bad and bad then I came across this ad and now my life is good.”  

That, at its simplest form, is a winning formula to a piece of creativity that grabs someone’s attention. It brings them in and says, “This is for me.” It makes the promise, “This is what I’ll get.” Take them through the journey of where that individual was prior to this ad and take them through where they would be after. For us, I’ll speak first hand, that has been a winning formula, and spend millions of millions of dollars a month profitably in acquiring customers. 

A lot of people are afraid to ask for mentorship because they feel like a leech. Click To Tweet

Let me ask you a couple of questions here. I love the fact that you’ve broken it down into steps so step one is to grab attention. Step two is to make sure you’re identifying with your prospect, which is, “If you have hemorrhoids, this is for you.” Three, what could happen, we can get rid of your hemorrhoids. Step four is before. It’s confusing to me. I would think you’d want to use the before story first rather than later. Tell me why. 

The average watch time on videos can be 3 to 5 seconds. If I said everyone’s going to watch 100% of the video, I would agree with you. I would say it but I need to first get you to stop scrolling. I need to tell you that this is for you. I need to tell you what the heck you’re going to get before I can even drag you in far enough to tell you the story. I can’t tell you the story because you won’t watch it. With the data we found, the spend we have, and the level we have of traffic visitors, if I started with the before story, it didn’t stop and gravitate you. If I had you down for dinner and we were sitting, I have your attention, you’re locked down and locked into me, I can tell you our story first. I need to be overly aggressive at the beginning to get you to stop with your busy life and pay attention to me for even 30 seconds. 

It makes a lot of sense and step five is the close. The close can be anything from pick up the phone, click here, etc. Let me go back a step here because I wanted to ask a question. There are many people reading who have many different types of businesses. You said step one is to grab attention. You also said, “I like to throw money at the camera.” Is there an issue related to the image? In other words, if I am portraying myself as some classy attorney always dealing with high-end clients, am I going to do anything it takes to grab attention, or do I need to stay in my lane on that side as well? 

It’s a risk tolerance/business call on your brain image. It’s funny because a lot of our forward-facing brandspeople don’t know about. We purposefully are aggressive because we’re extremely direct in response. If you’re more image, brand, or to what you mentioned, a lawyer may have a higher ego and he may be selling himself potentially, yes. Throwing cash in the camera may not be the best thing, but it may be a clap in the camera. It may be a car accident and he’s a personal injury attorney. They show a clip off YouTube of a car accident happening and getting racked. He comes on and he goes, “This is the worst thing that could happen in your life.”  

Wherever that balance is, I do think it is important that if your goal via the internet is to profitably drive customersunderstand that you need to stand out from the noise. Most people are doing exactly the same. They go, “Hi. Thank you.” They left. On the second dodo, they kept scrolling. Understanding the mechanisms of where you’re advertising, in my opinion, is important because that’s what 9 out of 10 advertisers are doing. They’re brand-focused, “Hi guys. I’m Anthony the lawyer.” Nobody cares. They’ll be scrolling on Facebook or Instagram. They don’t care.  

Readers, we’re talking to the amazing Anthony Sarandrea who runs an incredible array of profit-producing websites all over the internet driving 4,000 calls a day. I thought I was a big shot. I was driving 3,000 calls a week, but no. Anthony has me beat by about ten or more. Anthony, this is fantastic because I am learning a lot by talking to you and that’s my favorite thing to do on shows. Let’s go one step further. When we’re talking about getting someone to take action, what is the type of action that people are most willing to take on the internet? I’m sure you can say, “It’s not what I think.” What I would think would happen is somebody would click on something, is that right or not right? 

I’m trying to buy the click off of Facebook to start. Think of it as anchor selling. A lot of times that ad doesn’t even talk about what I do so I don’t even necessarily say what the product is at the end of the day. If it’s debt relief, repairing your credit, or whatever it is, you may not even know what you’re clicking through to but you like the value prop. If you’re in this situation, which is me, I raise my hand, I said, “We get these benefits if you get cashback in your pocket, keep more of your paycheck, or whatever that looks like.” My job is to buy the click initially. What the landing page or the website does from there is in my opinion, or at least how we operate is that’s where it’s pushing the sale.  

The next step is for us to make an amount call for you and maybe an appointment request, consultation, a PDF download, or whatever that is. The problem is too many people think in their Facebook ad they need to sell a personal injury attorney. No. You need to sell someone on the idea of getting money, at the truest form, more cash in their pocket because of something that may have happened to them. On the website, you can build up all those claims with, “We’re BBB. We’re here and we help people recover these many things. Call us to evaluate your case.”  

You can do all that but a lot of times they’re like, “I’m a personal injury attorney. We’re BBB. We sit down and work for you. I’ll give you a 10% COVID discount.” You’re like, “I don’t care. You didn’t talk to me on what I want. I want cash. I want to make money off of me getting in a car accident.” Bluntly, that is what is going to pull someone to be like, “That’s my real why of why I’m going to talk to you.” It’s important to ask yourself that because a lot of people do market with a 10% discount on this and this. Even teeth whitening if you’re going to whiten your teeth, you don’t want whiter teeth, you want to attract that mate or girlfriend you have or you want more confidence. Whatever that is and talking to people that way versus the surface level value prop or benefit is not only going to make you stand out from the crowd but make you stand out from your competition. 

FTC 216 | Customer Acquisition
Customer Acquisition: If your goal via the internet is to profitably drive customers, it is extremely important to understand that you need to stand out from the noise.

 

What you’re doing is you have to start with a discovery process. You have to understand what the true want is of your ideal client. In your case, the way you described it, you don’t care whether you get 10% off. You want more cash in your pocket after having a car accident. This is critical stuff. The next thing that I heard from you, and these are my lessons, readers, I hope you can relate as well. What I learned was don’t sell in your ad. Don’t try and close a deal by using your ad. Get them to click off the ad and onto a website or a landing page. Is that correct? 

You got it. 

Once we’re on the landing page, I could tell my story, show them a video but I still have to apply the same rules as before, the same five steps, right? 

Yes, at the beginning and on the actual website itself and the next step from there after you bought the click. Think of it if you’re going on a first date. You’re not going to ask the person to marry you or sleep with you in the first 30 seconds of the conversation.  

That’s what I was doing wrong. 

There you go. Me too. Imagine if you came in and you applied that on a date, funny enough, at least get them to spend some more time with you versus if it was rapid speed dating type of stuff. That’s what you’re doing at the beginning. To answer your question on the landing page, that you’ve grabbed their attention enough to move them down a further path which is here now. I’m still not selling that I’m the attorney for you to choose. Let’s back up a step here. We’re talking about social media advertising and it’s important to understand that person is not looking for what you have. They are digesting content and looking elsewhere.  

If they’re searching personal injury attorney on Google, much different strategy, much more competitive strategy, and in my opinion, much less scalable than social media. I can get in front of anyone who has hemorrhoids, let’s use that example, or may have hemorrhoids on Facebook. On Google, I can only get in front of people searching for solutions to hemorrhoids which someone further down the funnel, it’s a much different conversation as to why I’m the hemorrhoid cream or whatever you said versus here I’ve gotten in front of you. I don’t even know what the bad things or hemorrhoids are but it’s, “Get out of pain, get back to living life. Your wife will love you.” I’m making things up. On the site is where you can sell a little bit further, but you’re still trying to buy the next step. If it’s hemorrhoids, you’re trying to get them to check out the price of the product, phone call, or whatever that is. 

We’re doing this in stages. We’re carefully designing each stage. The landing page is designed to get them simply to the next stage and I like the way you put it. Let’s get tactical here. In your case, you have a lot of people responding to your ads. You’re an affiliate marketer. Who owns those names? If someone clicks on one of your Facebook ads and goes to a landing page, do you keep or can you reuse that email address or does that belong to the client who hired you to generate traffic? 

No. In our case, we own the customer. We’re lending it out to people.  

In the first three seconds, you need to grab your customer's attention. Click To Tweet

Is that something that people who want to use affiliate marketers have to be aware of? Can you negotiate that? What’s the deal there? 

If we’re going on the affiliate marketing track here, you’ve got to be careful because there are a lot of aggressive affiliate marketers. Their job is to drive a sale, lead or call under a certain price point and they don’t care as much about your brand, your brand promises, or what happens after they’ve gotten paid. That’s one thing generically to know. For instance, if you own a hemorrhoid cream company, and I was an affiliate to you, there’s a potential that I’ll go, “This cream will guarantee that you’ll never catch COVID.” All of a sudden someone gets the cream, they catch COVID and they’re suing you. That’s one thing to be careful of around affiliates.  

I’m not saying they’re all like that or not. The other interesting thing to your point is if they came to me, I got their email address for hemorrhoid cream, there’s a chance I’m blasting them with 25 other products. Maybe not hemorrhoids, but other than that, which now some customers got bombarded. It isn’t necessarily a means to stay away from or go towards but be more aware, I would say if you are going to use affiliates. Be careful in monitoring the whole thing. What’s the chargeback rate or return rate? What’s the stick rate on the customer if you’re paying out not only what you’re getting on day one? Those are all important things to monitor and those channels.  

I would crawl, walk and run with about anything but specifically here because it can be exciting when you’re shoving a ton of customers in the door and there’s a chance they all are refunds, horrible customers that don’t last as long and things like that. I don’t mean to gloom around the space but more realist because a lot of brands are like, “It sounds great. I make $50 a hemorrhoid cream sale and they pay this guy $30. I become a millionaire overnight.” If it was that easy, everyone would be doing it. 

The most important thing you said is to be super aware of what this marketer is doing to your brand. It could be for your brand, but it sounds like in many cases, if you’re not careful, it’s to your brand. Let’s chat a little bit about people out there who would like to be affiliate marketers. How did you get your first customer? 

The understanding around that my job is only half the battle. Let’s flip it on the inverse. If you’re reading and you want to become an affiliate marketer, understanding that the customer service the hemorrhoid cream company has, plays into your success. The lifetime value, meaning the upsells they have along the way, plays into how much they can pay you. It goes even further when it’s servicing like the call center agent that I’m making the phone ring to. It’s like, “Are they closing deals? If they can close at a higher rate, they can pay me more and it makes my leads look great. On the inverse, if they aren’t, it makes my lead leaves up like crap and they look bad.” They’re like, “You suck.” “No, your reps suck. Your sales team sucks.”  

Understanding who’s on the other end of the process is almost more important at least when you’re a good marketer than you’re marketing because it can help you or hinder you in either direction. How we got the first customer was essentially an easy sale. If I said, “Mitch, how much do you make per new blank?” You say, “I make $500 per blank.” I go, “Great. Can you pay me $400 per blank?” You say, “Sure. Let’s do that all day.” It’s a relatively easy sale once on a performance platform in my opinion, so that’s all we did. We reached out to credit counseling agencies and we said, “How much are they worth? Can you pay me this?” They said yes. We spawned up a Facebook ad. We spent $100 and we made $150. I felt like the king of the world. I was like, “There are my meals for the day.” Now it’s on a mass scale across multiple insurance products and things like that. That’s how it started. 

For those of us who would like to become affiliate marketers, the process starts by locating somebody who needs business, then offering to bring them clients and sharing in the revenue from that sale or potential lifetime value of that customer. Finally, putting a response-based system in place that will generate far more revenue than you spend to acquire it. In the overall sense, it’s a relatively simple model. The complications are in the execution and that’s where you’re the king. That’s what you’ve done well. 

You’re wearing all the risk, so you’re the hot girl in the conversation. If I came to you and you’re hiring a marketing agency or a new sales guy, you’re wearing all the risks. You’re the brand and you’re like, “I’m paying this guy a salary,” or “I’m paying this marketing agency $10,000 a month to manage this.” You’re wearing all the risk. Here, I’m wearing all the risk so my job is to interview you as the brand and say, “How good are you versus your competition? How are you priced?” I’m the hot girl in the conversation because I’m wearing all the risk. I’m putting up all the out front of the spin. I’m making all the ads without being paid $1 yet and I simply share in the upside on what happens on the other end. It’s funny the value in the relationship swaps versus the traditional where someone is driving business. 

FTC 216 | Customer Acquisition
Customer Acquisition: You’ve got to be careful of aggressive affiliate marketers. Their job is to drive a sale, lead, or call under a certain price point. They don’t care as much about your brand, your brand promises, or what happens after they’ve gotten paid.

 

You’ve got to be aware that no matter what side of the fence you’re on here, it’s important to know whether you’re the hot girl in the room or not. More importantly, with a little bit of experience, you get to learn the questions to ask and you get to assess the risk quickly, I would imagine. Let’s switch gears here. We have readers from all different types of businesses and I’m going to say that the majority of them are some service business. What affiliate marketing should they get and should they look for? How would they find someone who does affiliate marketing for their type of products or services? 

I would start on a couple of things. One is understanding your metrics, which I know sounds like not the answer you’re expecting right there. Meaning if you’re a service base or if you clean lawns or you’re a mow lawn company, how long the customers stay on average? What’s your profit margin on that? Those are simple questions, but most business owners don’t know those that well or know down to the tee or they don’t track them that well. In their head, they’re like, “It’s $50 a month. I can pay $50 to get someone on board.” Your competitor realizes that they stay on board for a year and they’re saying, “I can pay up to $600 for it.”  

Who’s going to win in that conversation when you approach someone like me? One long company says, “I pay $600.” The other one says, “I can pay you $50.” I’m going to take the $600 one all day long. You’re going to attract me. That’s number one, understanding your metrics. Number two, as far as going out and finding them, I would recommend turning people that don’t even think or realize their affiliates into affiliates. When you have marketing commerce or a marketing company or even reaching out saying, “We’re trying to hire a marketing company. Would you ever be interested in doing this on a performance basis?” Now you’re selling yourself to them, so that’s important to realize as well.  

I find some of the best affiliate marketers don’t even realize that affiliate marketing is a thing or they have the time because the problem is, if you came to me, I’m a world-class affiliate marketer if I may say so, but I don’t have the time. If you came to me as your lawn mowing company, I’d be like, “No, there’s not enough scale there. You can’t pay me $20,000 a day and advertise. No, thanks.” Even Google is searching around your stuff. Lawnmower companies in Boca Raton, Florida, and anyone who’s not a competitor of yours. It’s a site that shows up there. Maybe it’s a guy who wrote a blog on how he mows his lawn and he’s a homeowner. It’s like, “Can I reach out to you and can you promote my business on your page? Everyone that contacts me, I’ll pay you X amount.” It’s turning people that aren’t affiliates into affiliates.  

The next step there, the easiest step is going on Facebook. There are Facebook groups and you search affiliate marketing. Join the group posts there and say, “I’m a lawn mowing company in Boca Raton. We’re looking for people to push new customers to us.” See if you get some bites and crawl, walk, run from there with each individual that approaches you. That always opened the conversation to start to get thinking because they’ll start asking you questions you didn’t even know like, “Who’s answering the phones? Is it a $12 an hour girl? Do you have $100,000 closer answering the phones?” You’ll be like, “Our phones don’t even get picked up most of the time. I’ll fix that.” Those are some of the steps I would take as far as embarking on if you’re saying, “I want affiliate marketing to be a channel that I drive customers from.” 

The best tip you gave people is to go on Facebook and look for affiliate marketer groups. Poke around, lurk for a little while, and then make and ask and see what happens. You’d be surprised. If you have something interesting, you might get quite a response. At that point, you’re in business. That was a great tip. Thank you for that. What we’re going to do, Anthony, is we’re going to switch gears here. What you provided is good and people appreciate what you did. What we do in this part of the show is we get to know you a little bit better and we do that through a couple of silly questions that we like to ask. Over 200 guests we asked the same two questions to every single one of them, but the answer is always different. That’s what I like so much about it. Here’s the first question. Who in all of space and time would you like to have one hour to enjoy a walk in the park, a quick lunch, or an intense conversation with? 

Tony Robbins for sure. I’m a big proponent of him and I love his stuff. Most people might go to a business individual at that point or somebody and he is a good business individual as well. Investing in yourself always pays dividends in business or anything else in your life. He’s the number one. If I had an hour with someone, it would be to pick his brain. 

I happen to think it’s a good choice partially because he and I were in business together for five years and he was someone I admire immensely. Great choice on Tony. Maybe we could figure out how to get you two hooked up. Do you think you could promote him?  

I definitely will promote him. 

Investing in yourself always pays dividends in business or anything else in your life. Click To Tweet

Do you like an affiliate relationship with Tony?  

Now you’re talking my language. 

Who knows? I might be able to see if I could help you with that. It’s a great answer. We get to what I call the grand finale. This is, Anthony, the change the world question. What is it that you were doing or would like to do that truly has the potential to change the world? 

I joke that we’re an ambulance chaser, so people that have financial issues, we help get them connected to things that can help fix those problems. For example, somebody in high amounts of credit card debt, we get them into places that can help negotiate their interest rates, all that good stuff, budget with them, and stuff like that. Where I know I’m making a massive impact in the world is where we start to see the curve of debt in this country. Specifically, consumer debt and credit card debt go in a downward direction which I don’t believe it ever has since credit cards were introduced.  

It’s the education on the front end of that. It’s educating a 21-year-old at Coachella who they’re giving him a free vodka soda to sign up for a credit card from Amex and then all of a sudden, they’re $5,000 in debt with random crap they bought. Those stories we all maybe have or know people of across the board but I’m not saying they’re great products if the education is there and people understand what they’re enrolling with.  

You’ve got an eighteen-year-old kid who’s clicking three buttons and then $50,000 of student loan debt. I’m not saying that’s a bad product. I’m saying it’s a loosely educated product on what you’re getting yourself into, an uninformed decision for a freshman in college or something like that. It’s that educational component where we can get in front of a lot of these products. Otherwise, you’re a lot of times unfortunately left carrying the bag that you maybe didn’t have the most information when signing up for enrolling. 

I understand your goal here in changing the world is to educate young people on the dangers and threats of getting involved with credit early in their life without understanding it. Do I understand that right? 

Correct, because they’re great products. I don’t want anyone to think credit cards are bad or certain loans are bad. They can be great products but more often, you hear horror stories of people not even understanding what they sign up for. My brother thought he was getting a loyalty card at Macy’s. He signed up for a credit card. My other brother was a freshman at ASU and thought that it came with his tuition. Next thing he knew, we bought a stereo, laptop and food, and he was $6,000 in credit card debt that the university gave him. These aren’t dumb individuals. They’re educated and good people. I can’t imagine somebody who comes into the country or something like that and doesn’t understand what they’re signing up for. That has happened thousands of times a day.  

How will you do this? How will you change the world in this case? How would you educate people on the misuse of debt? Do you have a mechanism to do that? 

FTC 216 | Customer Acquisition
Profit Stacking Secrets

Yeah, it’s on an educational product called www.DebtReliefSecrets.com. We have Chris Hansen from To Catch a Predator who’s exposing predatory lending companies on there. It’s a DIY get out of debt and an understanding of different products, how they work, and how they make money. Where in life it’s a good fit to take it, when it’s maybe a good time to maybe think of an alternative and things like that. That’s what we’ve launched and ideally, mass scaling that out to all age groups.  

Not necessarily just younger, but my 10, 20-year goal would be eventually to get involved in schools or education or communities where there are programs. I don’t know about you but when I was in high school, I didn’t have a single financial literacy course. I can’t think of a more important thing to learn when you’re in high school than financial literacy. It is understanding how to manage your finances. Eventually, we’ll be trying to get involved with communities and schools at that level. 

My financial literacy course was going to work with my dad as he opened up candy stores all over New York City. That’s how I learned entrepreneurship and how I became his apprentice. As his son, I did whatever I could to help him and ate as much candy as I could. That’s part of the deal. That’s how I get paid. Anthony, this is great. I enjoyed our chat and I learned a lot. Readers, if you learned a lot, how about sending Anthony some love? Anthony, what’s the website that you have out there that people can go to learn more about you? 

It’s AnthonySarandrea.com. I’m active on Instagram too. If you want to reach out and you want to ask any questions, I’m more than happy to try to get to everybody. It might take me a couple of days, but I try to respond to everybody. 

Anthony, thank you. It was awesome. I appreciate our time together.  

I loved itLikewise. 

I’ll talk to you soon. 

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