Cracking the Code: Lead Generation Secrets for Digital Business with Tanner Chidester

 You're listening to The Radcast, a top 25 worldwide business podcast.
 If it's radical, we cover it.
 Here's your host, Ryan Alford.
 Hey guys, what's up?
 Welcome to the latest edition of The Radcast.
 I'm Ryan Alford, your host.
 We say if it's radical, we cover it.
 My friend, my friend here today is here to talk about radical coaching and radical
 ways to take knowledge and turn it into money.
 We're talking to Tanner, Tanner Titister, what's up brother, CEO of Elite CEOs or founder.
 I got too many titles, I'm CEO of CEOs, that is a title though, that's a great title.
 The CEO of CEOs, Tanner.
 Big smile on me man, yeah, I just wanted to make sure people knew what it was about when
 I built it.
 Hey, that's what I want.
 There you go.
 It's like the superhero of CEOs.
 I like it man.
 Coming to you from hot, my Miami business partners down there, I know you just getting
 back from your world tour sounded like I was jealous, listen to Tanner pre-ipso, talking
 about his world travels man, I'm jealous.
 Yeah, I was super fun.
 I think I was going to go, like I was telling you prior, I was going to go for the year,
 but I got six months, I got to see a little bit of Europe, not as much as I want.
 Africa was amazing, that was actually probably the coolest and then destroyed South America.
 So I think next time I go out, I'll start in Europe and Asia, that's my plan.
 There you go.
 I'll just live if I care to sleep through you watching you, I'll continue to watch your
 feed.
 I had with four kids and five businesses, it gets a little different with children in
 the house.
 Yeah, I was actually one of seven kids.
 So I'm not sure if I'm going to have any because of that, but I couldn't at least grow
 in up in a household like that, I don't have any in my own, but I can totally imagine
 how your house looks.
 Maybe one day.
 Tanner, man, let's start from the beginning, brother, we talked for your episode and
 I liked here and just because I went through some more, let's say opportunities, we won't
 say struggles, opportunities, every door closes and another one opens, but let's give
 everybody a little background on you before we get into everything going on with the
 lead CEOs.
 Sure.
 Yeah, so I grew up, like I was saying, family is seven kids and I had four sisters, two
 brothers.
 So I would say I was a little bit of a weird kid or maybe a strange kid because I had my
 two older sisters, they put me in dresses and tea parties and I had no older brothers
 and I don't know why my dad would allow that, but got through school, started a game bullied
 a lot and around six grade, I started asking my parents if I could go to the gym before
 school, get some respect and on my head, I think I was going to beat these kids up and
 after about three months of doing that consistently, started getting a lot of respect and that actually
 is what propelled me into sports and I started really excelling in sports, got to play a
 little bit at the D1 level, didn't really go anywhere, it got hurt a lot, probably also
 wasn't going to be good enough, but my whole dream was to go with the pros and then when
 that ended, I had a discussion with a mentor who knew my family, he actually commits me
 to drop out of school, I was a petroleum engineering, healthy year left, really good GPA,
 but he just said, man, if that's how much you want to do, you're wasting your time, start
 your business and then I spent the next three years trying to get this business off the
 ground, I made probably two grand the first three years and I was about to quit and go back
 to school and then it took off and I started fitness company, did super well, that propelled
 into helping trainers and that propelled into elite CEOs and now we're about what, coming
 up on six years and it's been huge blessing in my life has changed it.
 Hey man, congrats, I also talked to ex athletes and actually had a guy that's doing some mentoring
 with ex athletes because of some of the struggles they have transitioning from the highs
 of being at the highest level, athletically, the transitioning, but I told him and I
 agree, like if you can get the mental thing right or flip that switch and take all of
 that, I don't know, discipline, desire, coachability and all that and flip it into something
 in a career, it tends to work out very well for either someone you work for or yourself.
 So like you've channeled it into your own thing, it sounds like yeah, I think with sports
 for me, it just you face a lot of adversity in a lot of different ways and I don't know
 if I would have been ready for that in the real world because a lot of times in the real
 world, if you don't want to face any adversity, you don't have to, you can just quit and stop
 it in sports. You don't really have that option. The coaches say, hey, you got to do this,
 you do it. If you have other athletes on the team, you have to compete against them.
 I agree with you. I think a lot of stuff in sports translates very well.
 What's I see? There's so much of the coaching and the online money making, the, I'll call
 it the sizzle. I'm a marketing guy. I talk about sizzle and steak a lot. There's a lot
 of sizzle. There's not always a lot of steak. And so what I wonder, would I see a guy like
 you that seems to have really turned it into both sizzle and steak? What's the differentiation
 for the average guy girl? I guess age doesn't matter, but it's just I see the young guns.
 I'm going to get long rich online. But what is the difference? What makes it go from
 sizzle to steak and maybe translating into what's made you successful?
 It's a great question. For me specifically, the first thing is I was just willing to
 outwork anyone. I was working 18 hours a day for a long time because I just felt I had no
 other choice. I think outside of that, the thing that's really helped me compared to others,
 there's really two things. It's either you have a really big organic following, which really is not
 my thing yet. I'd love to have that. But you'll see guys are maybe two, three, four million subs
 on YouTube. And so they can just pump out anything they want and people will buy it. Or the other
 way is you just have to be really good at building a team. And where I see most people struggle is
 it's just so hard to find quality talent and get them to perform at the level that maybe you
 would. And that took me a long time to understand because I'd hire someone, I'd show them something
 twice. And then they keep messing up. And I'm like, man, how many times I have to show you and
 answer is you got to have to show them forever, depending on the position. And then the higher or more
 you pay someone, the less you're hoping you have to show them. But I think it's really the biggest
 issue in the online industry, like education industry is people view it as quick money. And then
 when it comes to delivering the fulfillment, they don't really put time into their teams. And so the
 product just is not very good. And yeah, 80% aren't. But it's hard to win for long periods of time
 because the nature of the industry already is it's scammy. That's how most people view it as it's
 about scammy. It's icky. It's gross. And I got into the industry not really. I just didn't know
 what else to do. That's what my mentor showed me. And I am starting to transition to other types of
 industries. But I just went in there and did the best I could do. And I think I've built a really
 good team. And that's a very hard skill to learn. So I got about a team of between 85 to 100 at any
 time. And yeah, I mean, it's, I think it was that because that's what allows you to step out and
 keep that sustainability. Because otherwise, you just, I feel people burn out because they just
 have to do too many things on their own. Yeah, a lot of good insight there. And until in pack,
 I want to start with where you started, which I actually owned a trademark to a phrase that's called
 it pays to be known. It pays to be known. And like you said, when you have and build an organic
 following, real following, you can monetize it in a lot of different ways. And it's not just to
 take advantage of them and make money on them. But you're bringing value to them because they
 follow you for a reason. But when you start to build that audience, you can turn it on in a lot
 of different ways. And I think that's the first thing you describe is if you have that built in,
 it gives you a leg up at the beginning. At least that's how I'm interpreting what you meant.
 Yeah, so I built my company predominantly on pay traffic and pay traffic works and it's great,
 but there's ebbs and flows. Like sometimes it's good, sometimes it's bad. If I could go back in time,
 I don't want to say I would have done something different, but I would have taken more care to build
 maybe a YouTube channel. I'm actually trying to do it now. But if you're able to do that,
 what happens is six, I'd say about 60% of my operational cost is marketing. So if you cut away
 60%, that can take your margins from 30%, 40%, or excuse me, 70% or higher. And if you're making
 a 70% margins, it's just very easy to scale and very easy to run a business. And it also takes
 complexity away from the business because I'd say a lot of our time is spent on the marketing. So
 then you only have to focus on the film. It just simplifies it quite a bit. So you can win with
 pay traffic, but it takes more skill. I think you have to be a lot more skilled to do that versus
 building an organic following because it just drives your cost of expense down. That's right.
 Let's back up for the audience. Elite CEOs. Let's get down to the nitty-gritty here.
 What is it? Who are we serving? Who are we helping? Let's just talk nuts and bolts about what the
 company does and is. Yeah, originally I had a fitness company called Fit Warrior. And I did,
 I built that very fast and very quickly. A lot of trainers start noticing. I originally never
 thought I was going to be a business consultant. I actually hated business consultants. I just
 did not like them. And I had a lot of trainers asked for help. And so that actually turned into
 fitness CEOs. And then more people outside of trainers started to help. And so that's actually how
 elite CEOs came about. We really have two demographics. I'd say like we still get 50% of our clientele
 trainers because I just built a name in that industry. And then the rest of people that are like,
 I consider non-trainers. I just all online just to be clear because we're going to fit the
 in its essence is in person, sweat and guts. But just to be clear, are we talking purely online
 businesses? Correct. Yeah. So trainers that want to go online or business owners that want to go
 online. So the people we serve are usually selling high ticket products. It's easier for us to
 charge more. It's easier for us to make sure they get results. They're selling it over the phone.
 I've seen anything. A lot of times when people think who are you serving, it's when they're
 teaching some type of aspect. So it could be like day trading. It could be beauty consultants. It
 could be salons. It could be gyms. They're giving some type of service-based business. And they're
 able to charge a high price. Reason we can't really work with companies that charge low prices is
 it's just we can't make any margins. So if I charge, if I charge them 16 grand and they're making
 $100 sales, they're just never able to recoup their investment. But those are really the companies
 we work with. And then we just help them a disease like marketing sales, fulfillment, hiring,
 training, recruiting. We got a pretty vast operation. But I think it's helped us compete because
 not as many people can do it. That's why I have such a large staff. For the laymans out there,
 I have a skill set, maybe being a trainer, excuse that way because of your background. And
 you're helping them turn that into an online business through which they're coaching or
 upselling high ticket offers. Yeah. So the way I actually did it is I was a trainer and I realized
 hey, this is capped out very low. This isn't getting anywhere I want to go. I love fitness. So I got
 to figure out how can I turn fitness into something that can make me a millionaire. And so what I
 realized is if you go out and you learn how to build a social media market online, do sales calls
 over the phone, I could charge infinitely more money, which a lot of people they don't get that.
 I didn't either. But when I made my first sell at 1500, I was like, oh my gosh. And then I made one
 at two and then three. I made a sale like six or seven thousand one time for the CEO. At then
 the day, all you're doing is you're doing communication through the phone and then you're sending them
 the plans. And so I just tell trainers, think of it as you're doing all the same stuff minus the
 workouts. Because most people with their paying for in person is you to sit there and watch them
 through the workout, which is actually the least important part. And that was actually by big
 selling point. As I said, look, the biggest thing I'm going to do for you is nutrition. That's 90%
 of results. All these other trainers, they're going to focus on the workout, which really doesn't
 matter that much anyways. And it's usually illegal when they're working at the gym to do that. And
 there's super gray lines and all that type of stuff. But gyms will definitely fire trainers for
 that. But when you're online doing your own thing, it's like, there's no one really telling you
 what to do. So that's how I built a seven figure company, just selling packages over the phone.
 That's what I did. And then you would train them. It would diet and training like you just
 described with that. Yeah. Yeah. So I would give them a app where I would have their nutrition and
 their training. And then they'd have access to me one to one. And then once a week, they'd do a
 sheet. And it was easy because a lot of these people, they just don't even, they don't even
 understand nutrition at all. They don't even understand calories. They don't know what macros
 and ultimately fitness is not that complex. It's less mood more. So I would just go the routine
 that would be flexible for the things they wanted with parameters. And that's how I sold them.
 I was like, Hey, I'm going to set it within these parameters. And they stayed within the parameters.
 They lose weight. It just wasn't that complex. And so they'd be super excited because typically
 when people are paying for trainers, they're going to the gym. Their diets don't change at all. So
 they don't look any different. And so I would focus more on the nutrition. I wouldn't care how much
 they worked out. I'd be like, I give recommendations. But I'm like, Hey, as long as you follow the diet,
 you're good. And you could still have some treats as long as you stay within these guidelines,
 which is just if it fits your macros. And it just felt, I don't know, my clients had just
 felt like it blew their minds. It was just my blowing concept for them, which for me, it was very
 simple. Not to get too sideboard on the diet and the fitness side, but it's so true though.
 Like I can go beat myself up at the gym. And and I know this. And I'm like, I can't outwork
 the diet. I'm 46 now. I could not work it at 36 or 26 either. But it's like you just can't.
 It's a side you think you thought you were coming to learn about coaching and scaling and all that.
 But we're here to tell you you got to watch that diet. If you want to look like you want to in the mirror.
 Absolutely. Absolutely. Tanner Tiditzer here. CEO and founder of Elite CEO. So Tanner,
 talk to me about the core of, okay, you're teaching people. Let's get to the nitty-gritty.
 What exactly and how do you set them up? And then you've got a system online. I looked at that.
 It was pretty sharp. I was like, I actually want to talk to you after this about
 the personal things. You get some secrets here of wanting to eat ahead. But in all seriousness,
 let's talk about what's the nitty-gritty for how you do this, how you set them up.
 Yeah. So when a client comes in, they get a one-to-one coach. And so that coach is working with
 them throughout the entire program. They get a portal. That's like A to Z videos on anything you can
 think of. It's like text messages, emails, opt-ins, pages, funnels, all that type of stuff.
 They also get access to a Facebook group. And then we also do live events usually once a quarter.
 And then we just coach them all the way through that. And you know, what most people struggle with is
 they may know what to do, but they're just terrible at it. That's just the truth. And so
 they're not good at messaging. They sound weird on the sales calls. They don't know how to set
 up fulfillment. Maybe they suck at tech. They don't understand marketing. They don't know how to run ads.
 And so most of our time is training and coaching relentlessly on those things. And then I forgot,
 we also have daily office hours and coaching calls. Office hours is like a Q&A. And then the coaching
 calls will be on a specific topic. So we do a little bit of a hybrid model where I'm not a huge fan
 of group because usually group just is not groups fine for guys like me. It's not really great
 in my opinion for super beginners. But we do a daily two. They have two group calls a day and then
 they have unlimited with their coach. So essentially they could have three to four calls a day if they
 wanted. Plus they have the portals and the live events and all that stuff. So that's the best way I
 found to do it where it's the mix between the clients get the best results and your business is
 able to scale. You could go to group, but the clients just don't get results and they seem to get a
 lot more upset from what I've seen in the past. What's the, I love giving value to the audience.
 You got to give away every secret. I'm an open book with secrets, executions, everything. But
 I'm trying to grow coaching. What's something that might make someone pause because they're
 they'd probably be surprised or I might be surprised at how well it works like with lead generation
 for a high ticket. Like what's like the building blocks of that? Yeah. So honestly the way I did it,
 a lot of people when I was coming into the industry like four or five years ago they would run a lot
 of webinars and they'd run stuff straight to a page. So for anyone listening who doesn't understand
 if you see an ad on Facebook, you click on it. It usually takes you to a page where then they ask
 for your email and then they send you a presentation, then you get a call. And that just never really
 worked for me at all. I just couldn't ever get results. And so what I did is I actually started
 messaging each and every lead individually. And that's actually what made all the difference.
 And I grew eight figure company just giving that personalization one to one. So one of the big
 building blocks in my company and what we help clients with is really learning how to message
 leads. And instead of calling DMing or we talk about really yeah text works as well. But I find
 that DMs are a little less invasive or people they feel like they're less invasive. And so that's
 actually a cornerstone of building my companies where we follow up with pretty much every single
 lead individually. And it takes a lot of pressure off the marketing. And it makes it a lot more
 consistent because they're getting what about this. And then also it makes it good for the sales team
 because by the time they get to the sales call, they're much more qualified than if they just clicked
 on a page and opted in and booked on their own. So that actually it's a lot harder. It sounds easy
 but when you have when you're doing millions of dollars and you got 12 let's say 12 15 people
 in there, you have to create a pretty unique system. And that's really helped us scale over the
 years and stay on top, I think. What's the okay? So it's the personalized messaging once they get
 in the funnel though. Let's get them in the top of the funnel. Yeah. So it'll be a ad typically to
 a message a message. So you message your Facebook message. And then it'll fire an initial link to
 the funnel. And then you hit them on both sides because if they book a call it automatically great.
 If they don't, you can message them. And then on top of that, your team can call email text. So
 you're just hitting them from all angles. And then you can do backend automations to the Facebook
 group re-targeting ads. So that's what I found is you just buy or die. You just hit them until they
 either take action or they unsub. And that's in our protocol. Every time we've only ran stuff
 straight to the page, it just has never performed as well for us. At least in our industry,
 every industry can change. But that's what we've seen in our industry. How do you find high ticket?
 Usually it's 1,500 bucks or more. One time or monthly. No, it can be one time or monthly. Everyone has
 a different definition. But usually for me, it's about 1,500 bucks or more. If you're charging less than
 that, it's not usually worth it. So that's what I've always done. And it creates a lot of margins.
 You can grow teams and pay people. There are ways you can win with lower priced items. But
 I usually find it's much more complex. And it's not really for beginners. Tell beginners,
 I'm like, low ticket is for experts. High ticket is for beginners, typically.
 Is it's always fascinating to me. So I came up. I'm like a hybrid guy. Came up analog slash digital.
 Like I own a digital agency now, but was in the came up in the crux and worked on some of the
 largest brands in the world. And we've done this transition in a lot of my, I don't know, age
 bracket of things that I think would be like high ticket buyers. I think LinkedIn. But then I've
 grown personally the last six years on Instagram, like at least my personal profile. And I know
 everybody's on Facebook. That's kind of like the last not the first of the everyone. But like,
 where does LinkedIn play for you guys or does it even play at all versus Instagram versus Facebook
 in trying to get to high value high net worth individuals?
 Yeah, that's a great question. So you're not really, it depends on your offer, but typically
 you're not going to find super high net worth individuals who are scrolling on Instagram and
 Facebook and coming through that way. Maybe here and there. But I think that's actually a lot
 harder. A lot of those might sit on LinkedIn, but LinkedIn ads are super expensive. So in the
 beginning days of my company, we were spending upwards of half a million dollars a month on Facebook.
 And then in year three or four, it just shifted and all the quality on Facebook started to suck.
 And it shifted to Instagram. So we usually run most of our ads to Instagram for whatever reason.
 That seems to be much higher quality now. We don't do as much on Facebook. We try on YouTube,
 but YouTube's been tough lately, but YouTube also has pretty high quality because it's search.
 LinkedIn, we don't really touch. And mostly that's just because one, I just think people are
 outreaching a lot more there. It's not people will go on Instagram and Facebook just for that.
 LinkedIn is literally saw business owners, right? So everyone's lead journey and so forth. And
 the ads are also super expensive. So again, it depends on your industry. Some people I'm sure make
 it work. Some people, hey, LinkedIn's amazing. But for us and for my company at scale to consistently
 get that client, it's usually been Facebook or Instagram in the last two years has been predominantly
 Instagram. Yeah. And so you're finding, I don't know, six figure plus earners at scale on Instagram.
 Yeah, either high five or six. Yeah, but typically that's been our bread and butter.
 I would say this like the all the years we've done it, COVID was like by far the time like we were
 just had the lowest cost of acquisition. Everyone was indoors. Everyone's wanting to move online.
 All makes sense. Right now, I don't know if people, I don't know if the news is saying there's a
 recession or not, but it feels like it feels like people are being a little bit more tight with
 their wallets right now. And I've seen a lot in the last six years, but Instagram is our predominant
 channel right now. Yeah. Yeah. But with never in time has we've been more tried to be talked into a
 recession than we are, but even though we're actually beating it in spite of the news trying to
 talk us into it. Yeah. Yeah. There's definitely less money in the market from the COVID stuff, but
 that's the most of that money's been spent for two years. I think we're doing better than we think
 we are. And now the news is starting to give up the ghosts on the recession because I said in
 December and January, and I've got it on record that this would not be a recession, no matter how
 much we'd be tried to be talked into it. And I do think people are being more careful with their
 money, but the data shows we're not in a recession. So anyway, I'll try to stay off that soapbox.
 You're good. You're good. Tanner, what's up? So we're getting leads. We're teaching people how to
 scale. What makes or breaks this for people? Like, I know it started that whole, the whole
 interviews with what made or breed it for you. But like you said, some people suck at marketing,
 some people, but if they follow the system and they're truly driven, what does ultimately make or
 break it for people? If I just was to go off my best clients and worst clients, the best clients
 are usually good at sales and they're good communicators because all direct marketing is typically
 you're having conversations in the DMs or you're having a conversation on the phone. And that's
 where it all starts. You can't make sales, you can't grow the company. So most people, if I was
 going to view an analogy, it's like all the guys, they're like, oh, I'm really good at talking
 to girls, but when you see them talk to girls, they're not. They're horrible. And they say weird
 stuff. That's the issue is people think they're saying the right things, but they're not. And so I
 would say 80% of my program is making sure an audit team that they're saying the right things
 because people will be like, oh, I'm following the system. I'm doing it. And you go in, you say,
 that's weird. That's wrong. That is not what you say here. That's completely off. And it's a
 skill you have to learn. And the thing that helped me is when I was younger, I did door-to-door sales
 for about eight months, six days a week, about 12 hours a day, it was two hours area, eight hours
 knocking, two hours back. And so when I started my online business, I was like, oh, this is a joke
 because these people actually want when I'm selling versus door-to-door, they come to the door with
 guns and knives and fire and brownstone. So I just think most people, when they start a business,
 they've never done any formal communication or sales. Some of them haven't even done anything
 really hard. And so they don't really understand how to communicate. And then they also don't understand
 the amount of volume. Oh, I sent 10 messages. I'm like, yeah, send 100 more and then come back.
 It's also a volume game a little bit in the beginning because if your skills are low,
 you're going to have to work harder than I am to get the same amount of sales. But that would
 be the biggest thing. I say just lack of sales skills. Like they don't know how to communicate very
 well and they don't know how to sell. And so they never really get it off the ground. Everything else,
 if you can get sales in the door, you can mess up for a long time and fix it later. But you got to
 get money in order to keep the business alive. Yeah. You say you're still doing a lot of trainers.
 What are the other sub segments of typical coaches that you're onboarding?
 Yeah, I say like a lot of we get a lot of stock traders. We'll get some automation experts
 so that can be like YouTube automation or Amazon automation or Walmart automation. We'll get
 beauty coaches. So like they'll show ladies how to grow their beauty salons. We'll get a lot of
 ad agencies, right? So they run agencies for different types of companies, real estate,
 so a popular one, especially like wholesaling or Airbnb. It's a lot of it's a lot of teaching.
 Obviously, it's a lot of service-based businesses. And that's a gist of them. I know we get more,
 but I'll be honest with you. I've been out of fulfillment so long that that'd probably be a
 better question for my team, but those are like the ones off the top of my head. And so they're trying
 to turn their knowledge though into sales, right? At the end of the day, it's like how can they
 sell their knowledge and package it? Correct. Yeah, exactly. So when I was a trainer, I just took
 what I already knew in person, moved on online. People started asking me for help. I just took,
 okay, here's how I built my fitness company and you're just showing them the back end. So a lot
 of times, yeah, like one of my clients, he's an amazing day trader. He has ran a hedge fund. And
 he's, hey, I'll show you guys how to do the trades and all that type of stuff. And that's typically
 what does the best. You don't always have to do that, but it's easier typically when it's
 we're evolved around money. It's got to be money health relationships, right? And so as long
 as they know, either A, I'm going to get better dating, better relationship with my wife or more
 money or more health, those are usually the sectors that do the best when people go outside of that.
 And there's not one of those three things is improving. It's really tough. Yeah. So that's kind of
 what I've seen. You guys coach people on refining the offer or the, you know, what, okay, I'm good at
 this. I've got this knowledge and helping them package that. Yeah, 100%. That's one of our core
 pillars. That's the first thing we do when they come in. I'd say the biggest issue we have is if
 someone comes in, they have no idea what they want to do. So someone, if someone comes in, they're like,
 hey, here's what I'm thinking. This is great. The reason sometimes it's, this is just on a side note,
 the reason it is an issue at times is because if it's your idea, not theirs, they don't get very
 passionate behind it. And so we really try to push either to bring people in who I know what they
 want to do or we're like, hey, look, we'll help you set it up. But you need to be the one who,
 you tell us what you want to sell because if you start, what happens is we'll tell if you tell
 them and then they start getting hit in the mouth and they're not succeeding, we notice like they're
 more likely to quit. And the person is, hey, I'm a trainer. I'm really good at this. I just need to
 learn marketing and sales, for example. Yeah. How does like organic social media play into all this?
 Like, whether it's their business or their personal feed, do you guys give them coaching on that?
 And how does that dynamic play into all of it? Yeah, we definitely help coach them on what's
 to put in their bios and what pictures to post to be frank with you in my first two years of
 business. I didn't post on social media at all because my ads were working so well and I would
 just make sales from messaging people organically. So I think a lot of times the funny part is people
 get really caught up in, I got to post organic content and build a following and really you don't
 have to do that till later down the line if at all. I built my whole business pretty much with paid ads
 and I didn't post for two years because I was like, okay, if I messaged these followers or I would
 even messaged strangers sometimes and I get them on a call, I'll make money and so that just
 reinforced that my time should be spent doing that. So we do help with it, but there's a huge
 fallacy typically that A, I have a big following and all that type of stuff and the reality is
 where you really don't. There's a lot of rich people who don't have following obviously it can help.
 Yeah, but it really comes down again, it comes down to sales and if they're good at sales,
 everything else is really easy after that. Is everything you're running as an ad-like object?
 So what I mean by that is it truly okay, explaining what you're selling and like getting the lead
 or is it ever, I get back to the world I grew up in, you had brand and then demand. So branding,
 how do I build trust and authority and you're telling about what you deliver but it's not a hard
 course. Sign up today, you didn't know, 20% off. You know. Yeah, well, most of the stuff we run is
 to a training or a video or a download and more times a not, it's something specific, right? And
 most people, they want stuff on leads, they want stuff on sales. Even if there's other stuff,
 there's a saying, give them what they want so you can give them what they need. Most people
 don't want stuff for sales. So most of the time we're doing it to a free training. We actually
 are not selling stuff a lot on the front end, but they know what's going on, right? So they're like,
 we're going to click on this ad. I'm going to get something you guys are going to lead. Genme,
 I get at least I would say most people do, but we're usually giving away free stuff and then we're
 selling on the back end. The only time we'll sell something on the front end is if it's really cheap
 and it'll be like 37 bucks, seven bucks and then we'll just slam them with our sales team on the
 back end to get them on a consultation call to upsell something. Got it. So lead magnet is a common
 term, but it's you're giving away something that to then the ones that are serious about it,
 giving them something that's worth buying as the second offer, so to speak. Correct.
 Hey, you got to give value before you take it. That's the lesson. Yeah. And it also makes it easier
 because it'll drive your costs down. And for anyone who's listening to the book Ready Fire Aim,
 I really like that book because the main concept in the book for scale is it actually says the
 metric you should measure is how many leads you get. And if you're focusing on increasing the
 amount of leads you get, you will make more sales. And that's actually a great number to focus on.
 So it's always around how can we get more leads? And so whether you're selling something for
 a low price, then you're upselling on the back end or you're giving away free content.
 As long as you're getting more leads, it's going to turn to more sales typically unless you're
 like your team's not good. But if you're getting a lot of leads, I'm assuming you're doing what you're doing.
 Being go. Yeah. I don't know. I'd never heard that term. And I will say the one quote, you're a quote
 guy. I can tell like me, the given what they want so you can give them what they need. I'm going to
 use that one. I've heard about. I thought I heard them all. I haven't even heard of that one.
 But the ready, though, I used to fire and I'm ready all the time. And I had never heard that there
 was actually a book or anything. So I'm going to, I get to claim like the second copyright on that
 because I used to like 10 or 15 years ago and at a meeting with a client. And it just came to me.
 I'd never, and I'm not bullshitting, but I love that shit. I got to read that book, though. What's the
 yeah? It's a ready fire aim by Michael Masterson. Yeah. And it literally goes through and says,
 okay, here's what you focus on goes 0 to 1, 1 to 10, 10 to 50 and then 50 to 100. And the main thing
 for most people when they're trying to scale is that's not the main thing. But the big thing he
 says the focus on your marketing is just literally only focus on getting more leads, right? Like
 just getting as many leads as humanly possible. And then that's how you'll scale your company.
 It's just constantly focusing on how to get more leads, which sounds implicit here. But the premise is
 just if you're getting 5,000 leads, figure out how to get 7,000, then 8,000, then 9,000, then that will
 translate into more sales on the back end. Tanner personally, what makes you happy brother?
 Why keeps you going? Yeah, that's a good question. I just, I actually, when January stepped out of
 my company for a little bit, so I still owned it, but I let other people manage it. And I start
 traveling the world. And part of that was there's two reasons. Part of it is that although I'm really
 proud of the company I've built, it's not going to be the end all be all. There's other things I want
 to do. And there's bigger opportunities. I'll say that. Warren Buffett talks about there's better
 vehicles. And I think this is a great vehicle to start your career in possibly. But I think there's
 other places I want to go. And then yeah, I was trying to figure out what I wanted to do next and
 answer some life questions. I don't have it all figured out yet. I still think I'm in a discovery
 phase. I'm 31, just barely turned 31. So I think I'm in that phase of like, how do I want to live the
 rest of my life? But to be honest, it's funny. Like when stuff is hard a lot of times we wish it
 were easier. And we, man, I wish I could go on vacation and do all these other things. The irony
 is typically when I feel my best is when I am working really hard, when things are difficult,
 when I've had a bad day, it's ironic yesterday was probably one of the worst days of my life.
 There were so many bad, there's probably six or seven pretty, I'd say bad things that happen.
 That most people would be like, holy shit. Yeah. And I'm like, I'm doing these daily rants now.
 That's part of my content. My team wants me to do. And I don't know, it's, it sucks. But I feel
 happiest I think when I'm lost, like trying to be the best I can be. Like in all aspects, personal
 development, business, pushing myself and you're there at the end of the day and you're exhausted,
 but you put in like a good day's work. And I think ultimately that's what we're here to do. I
 don't think any amount of like, hedonism is like the answer. I'm not saying like, you can't do it
 sometimes. Like I'm not here to debate like zero or like a little bit. But I do think that being
 the basis of your life is not the right path. I do think it is getting lost in a good cause and
 hard work. Like the, for anyone who knows Alex, who Alex Hermozzi is, that's a premise I align
 with a little bit more where most some people say he's over the top. That's not for me to say,
 but I think the thing I do is he's really about, he just really wants to work hard and he gets a
 lot of fulfillment of that. And I'd say that's the biggest thing for me is just doing that.
 Just trying to be the best I can be. And even if I fail,
 like, I don't know, it's okay because that happened to me in sports. I wanted to play in the NFL
 and when it didn't work out, I was able to walk away knowing I did everything I could. So that
 was like a very rewarding feeling. Yeah. And look, dude, if you had the worst day you've ever had
 or one of them yesterday, but then you had the fortitude like to come on this interview and
 suck it up. But and I since maybe a little bit, I've got a good read on people, but maybe there
 was a little bit of, I didn't know it was the worst day ever. But no, but it says a lot that you
 kind of, you put it on, you go, you're, you wear your, you wear the wins, you wear the losses,
 and you make the best of it. And I think, I think any one that hasn't ever had satisfaction
 from working hard is never worked hard. Yeah. And you said you like quote, so this is actually one of
 my quotes on my phone. And the quote is whenever I get to a low point, when I think why do I even
 bother, I just remind myself that it's, this is where most people quit. And this is why they don't
 win. And so yesterday, I was like really reading that quote a million times because like, I just
 wanted to quit. And it's a mixture of business and personal. So it just, it was like all at once.
 Yeah. But I think that's the goal is you can't have an extraordinary life doing ordinary things.
 Like you, you have to have, or easy times, excuse me. So it's like, you can have an easy life in
 an ordinary or you have a hard life and extraordinary. And so I think the irony is we get upset sometimes
 when we have these difficult times, but that's what makes our extraordinary lives. And so
 I'm just trying to lean into that more and push through. And so it raises your bar where if this
 is all you can handle, every time you handle harder stuff, it just keeps raising until, you know,
 you're sealing this, you're sealing this like just so far above other people. That's how you can
 set yourself apart, I think. Yeah. It's just like going to the gym. You start stacking those
 weights and go higher and higher because you get trained yourself. And it's similar type thing.
 You want a radical life. You got to be radical. And my friend Tanner is radical. I really
 appreciate you coming on Tanner. Where can everybody keep it up with you? Yeah, just honestly,
 anywhere my social media channels, I don't think there's very many Tanner chitesters. So if you
 just type in my name on YouTube, Google, Instagram, like you'll find me and I'm trying to grow my content.
 This is like the first time I've really tried to push. If you guys hear this, like give me some
 feedback and let me know what you guys want to see. Yeah, appreciate you coming on brother.
 Really appreciate your story and open up there at the end. And I wish you nothing but the best
 of luck. Yeah, thanks for having me Ryan. Appreciate it. Hey guys, you'll find us the radcast.com
 search for Tanner. You'll find I think he's the only Tanner we've had on the show after 300
 plus episodes. I think you look for. Search just Tanner. You'll find all the highlight clips
 and the full episode from today. We'll also have links to all of Tanner's content and social media
 channels and find me. I'm at Ryan Allford on all the channels verified before you could buy it.
 We'll see you next time on Radcast. To listen or watch full episodes, visit us on the web at
 the radcast.com or follow us on social media at our Instagram account d.rad.cast or at Ryan Allford.
 Stay radical.