Have you noticed that digital marketing has changed in the last few months? It’s almost as the game is rigged against the little guy: the small business.
Prices to advertise shifting for no real apparent reason. Accounts being shut down without notice. It’s as though the big guys have something rigged.
Today’s segment is about the Goodfellas and the Coalition to save the internet.
Richard Schefren is the Founder of a company called Strategic Profits and the “guru to the gurus” when it comes to growing your business. He has personally helped to add over $15 billion of additional revenue for his clients.
In this episode, he will share how attention scarcity impacts you and how to create demand out of thin air. You’ll also discover a new approach to partnerships. how you can compete with big tech companies and survive online.
Listen to the podcast here:
Goodfellas And The Coalition To Save The Internet With Rich Schefren
Our guest expert is uniquely qualified to be able to talk to you about growing your business with less stress, which is what our program is all about. He’s oftentimes been called the guru to the gurus. He’s the founder of a company called Strategic Profits and he’s been doing what he’s been doing for decades. He got started in the clothing industry, took a small boutique clothing business and exponentially grew in it. He had clients like Uma Thurman, Prince and a whole lot more. He then said, “Enough is enough. I need to go out and do something else.” He started a hypnosis clinic and funded it with about $7,500. He blew that into a multi-million-dollar business and then helped thousands of others in that space.
He’s been, for the last couple decades, one of the most sought-after experts in the world to help founders, CEOs, creative visionaries, creative entrepreneurs and experts maybe like you to grow their business with less stress too. His name is Richard Schefren. He’s somebody who can help take the uncertainty and help create certainty. Why? Have you noticed there are some changes in the digital world like AI, things with algorithms if you’re doing advertising and technology? What if you could meet somebody who had this unique blend of entrepreneurship, innovation, marketing, and he could simplify tech AI and algorithms to help you exponentially grow. He can do that. Rich, welcome to the show. How are you?
I’m doing great, Dan.We are moving into a society where trust is incredibly important. A reputation can take a lifetime to accumulate and a second to destroy. - Rich Schefren Click To Tweet
I want to talk about selling. Both of us have been at this for decades. Can you remember your childhood, the first time you went out to try to sell something? What was it if you can remember the first time or that experience of trying to get an end product or service to an end-user? How did you feel about it? What could you share that our readers could learn from that?
I’m trying to think when did I first try and sell something because it was probably when I was young. I had a couple of experiences that were interesting. As a kid in junior high, I sold knives to my friends. I bought a bunch of butterfly knives from some opportunity magazine. I paid $2 a butterfly knife and sold them for $30 a knife. The next thing I sold was when I was about 13 or 14, I stood on line at Madison Square Garden with some friends of mine to go to a concert and we got there early because we wanted to get good seats. It occurred to me that I was at the front of the line and there were a bunch of other people at the front of the line. Most of them weren’t buying the maximum number of tickets. I met another guy on the line. He was in his 30s and I was 14 or 15. We started going around all the people and we started doing that as a business. We’re going around to all the people that were on the front of the line with us and offered to buy them their tickets if they would buy the maximum. We would pay for their ticket if they bought the maximum.
Usually, the maximum per person is four. Most people could be a couple and they’re just buying two tickets. We’d sell a block, 50 or 100 tickets, to a ticket broker. I could make like a couple of thousand bucks in a weekend doing that when I was 13 or 14. The last story when I was sixteen, I worked at a place after school called the Investor Center, which was a penny stock brokerage firm. That was where Jordan Belfort got his first job. The Wolf of Wall Street where he goes to the shopping mall wasn’t really in the shopping mall. It was an office building. I got to watch Jordan close every day after school for 1 or 2 hours. He was effective and everyone else was a three-call close and he was a one-call close. Jordan Belfort is The Wolf of Wall Street for those who don’t know.
When I was sixteen, I got to watch him close like a madman. When I had my hypnosis centers, that was the first time I had to sell like one-on-one selling. I had designed my hypnosis centers where there was a waiting room and they had to wait about fifteen minutes before they saw an evaluator, which was someone who could evaluate whether hypnosis would work for them. Also, what kind of treatment plan they would need and stuff like that but they’re also salespeople. In that waiting room, it was like an indoctrination room, a TV was on but it was only all the shows that I was talking about hypnosis and all the newspaper articles and all the magazine articles about us and testimonials. It was all propaganda in that room. After they waited for about fifteen minutes, they would meet with someone.
In the beginning, they met with me because it was just my girlfriend and me when we started. I would close 40% and my girlfriend would close 60%. When we had professional salespeople in there, they closed 80%. I closed half as much as the regular salesperson, which is why I gravitated towards marketing so much because I don’t think of myself as a good salesperson but I think of myself as a good marketer and the better you are at marketing, the less you have to sell.
As you’re reading, there’s much wisdom in what Rich shared and took us on this journey. This last thing, I hope that you write it down and grab a piece of paper. By the way, thanks for making us part of your day. If you never want to miss an episode, go to GrowthToFreedom.com/subscribe. I encourage you to come back to this episode first. The better you are at marketing, the little you have to sell. That’s a huge hit to unpack here. You’re a guru to gurus. You have some of the thought leaders and results leaders in the world come to you. What could you say as a bridge from where you were, your hypnosis clinics, butterfly knives, learning from The Wolf of Wall Street after school to now? There’s this old saying, “What’s old is new again.” What do you perceive that’s a big mistake that people either underestimate or they’re not leveraging in their business that they could, that you feel could help a lot of business owners?
People have to reopen. I took about five years off and then I made my company smaller, a turnkey for about five years. A couple of years ago, I sold my business to Agora Publishing, which is a company I’ve worked with for about 15 to 20 years. I came back and I sold them part of the business to come back into the industry and I did it for two reasons. One, help Agora and then two, help the industry. What I see is that the tech platforms are increasingly becoming more powerful at the expense of smaller business entrepreneurs, marketers, etc. A lot of people don’t know that Google, for example, crossed the threshold where more than 50% of the people that search on Google don’t leave Google. In other words, over 50% of the searches that are done on the page of Google do not leave Google. They get their content that they’re looking for right on Google, which that content Google didn’t create. They scraped it from a small business website owner, what have you.The better you are at marketing, the less you have to sell. - Rich Schefren Click To Tweet
This is similar to what Facebook did years ago when they first convinced every brand in the world to advertise, “Like us on Facebook,” whether it was McDonald’s or Mercedes Benz. After they got everyone on to the platform, Facebook was like, “Thanks for that but if you want to have them as an audience, you’re going to have to pay for it.” Every platform uses marketers to bring in the crowd and then when they get the crowd, they then change the rules. The whole basis of a search engine was, “We’re going to scrape the world’s content and then people will come to our site to go to those sites.” It’s not, “We’re going to scrape the world’s content, use that to attract people to come to our site and then monetize them every which way we can, and never compensate the person who created the content.”
The cost per lead goes up every year since the beginning of the internet and even goes up during times of recession. Amazon has 95 million households in the US and Prime. That’s more than the vote in the next election. These companies have tremendous power, which is problematic because they’re mature companies at this point, Google, Facebook, and Amazon. There’s a lot less innovation going on. When was the last time something completely new came out from any of these companies? They’re in the mature stage, which is all about caching and getting the most amount of profit in cash. When you’re getting the most amount of profit in cash, you’re building a walled garden, keeping your visitors there, and the only way they get to leave is when they pay you. That’s where big tech is going.
To answer the question that you asked me though, a big mistake or a thing that’s being overlooked by a lot of people is the ability to partner on many different levels. I’ll tell you a story. When I first got here, since I’m known for my marketing prowess and my ability to create demand where there isn’t any, that’s what my sweet spot is. I don’t think I’m anywhere near the world’s best at selling something that everybody wants. I’m good at selling something that nobody thinks they want and then educating my way to a certain portion of them wanting that.
As you’re reading, what would it be worth if you could extract the wisdom and understand how to create demand where there isn’t any? It was the little guy saying, “I’m a little guy. What am I to do?” There’s uncertainty. These are uncertain times. What would it be worth if you could get the wisdom, implementation and action plan of what to do now to solve this problem as the little guy or small business to compete in the world of AI as technology continues to set up an unfair game for you and me?
We’re talking about the little guy and how, in many ways, the game is rigged against the little guy these days. Amazon and all these big companies own the platforms that we’re on. I forget who said it first but I won’t take credit for it. It’s this idea that if you’re on a free platform, you are the customer and your product. As you’re reading, what would happen for you if you could turn the tables? What if you could put a few simple things in place to start rigging the game or in your favor? Rich, what are we to do? We’re the little guy, the small business, the black sheep, so to speak, the rubber meets the road, creating jobs and creating opportunities. What do you recommend we do?
There are a couple of things to unpack there. I want to finish what I wanted to mention and then I will talk more about creating demand specifically. I’m at Agora and there was a lead generation funnel that was underperforming. I don’t remember how much and one of the publishers, which is a profit center manager and a CEO of their own little business, came over to me and spoke to me and this other woman and media buyer, Katie Vogel, about this underperforming funnel. He asked what we could do and I said, “I could look at it. I’m sure that if we structure the office a little differently, we can move the number where it needs to be.” Katie was like, “I can call this company or that company or that company.” She mentioned three, “and offered them co-reg on these leads and we’ll immediately be ahead of where we need to be.” Her answer was a superior answer to mine.
We do quite a bit of that here at Agora where we’ll do a co-reg deal. If someone’s got a great op or a great lead magnet, then better off to find other people in the market that are also going after complimentary types of sales to lower your acquisition costs dramatically. You’re spreading it out. When I left the market in 2012, it was an incestuous overpromotion of each other market so it’s a good thing that it moved away from that. I moved away from that back in 2008 when we invented the automated webinar, but it’s gone too far the other way. There’s a sweet spot of having some core partners that are also growing the market. They’re acquiring new customers and working with a few other businesses that are doing that so that you are growing each other’s businesses and growing each other’s markets. I wrote a lot about that in a free report called The Final Chapter. It was the third in the Manifesto series.
I was talking about how the direct response companies in the US all grew to be multi-hundred-million-dollar businesses while the direct response companies throughout the rest of the world did not. Why did that happen? The reason that happened in the US was that everyone in the US who was growing their business in direct response was renting their list. Because they were renting their list, every time a new business was grown, the market grew but the market stayed that growth. That person rented their list throughout as opposed to a company coming in business, doing business than going out of business and those customers disappearing with that business, as opposed to being a part of the entire market. I see that being more important as the platform consistently makes us less important. That’s for one.
In a different report back around the same time, I wrote the Attention Age Doctrine 2. I wrote 2 back in 2007 to 2008 where the Attention Age Doctrine 1 was about the rise of attention about attention becoming the scarcest commodity online. The Attention Age Doctrine 2 was that social media where attention is going to go. What are the implications of that? Some of the implications I talked about way back in 2008 was one that there’s going to be a need for authorities. I called them mavens, but they’re people that the market was looking for advice and guidance. The bigger thing though that I tried to impress upon people, which was part of the reason behind my success was that in the world of attention scarcity, more attention is being focused on social media.
What businesses need to understand is that prospects are no longer just targets. They’re your best channel of communication. Because they’re your best channel of communication, you need to do your marketing in a way where that can be the case. The odds are that your prospects are not busy sending your sales letter to all their friends so that’s not happening. What can you do to get your prospect sharing your message? That’s question one. Question two is, let’s assume, Dan, I know that it’s for you and I know it’s for me, that we sell what we believe in. We sell it because we believe in it and not we believe in it but because we sell it. I have certain beliefs about certain knowledge that if you have it, you’re more likely to be successful online.
A lot of people don’t have that belief. The reason they don’t have that belief is that they haven’t had the experiences that I’ve had. The experiences that I had have led me to that conclusion and it’s why I teach what I teach and I do what I do. One way to think about marketing is helping prospects value what it is you have to offer. There’s marketing and they’re selling. If we’re thinking about marketing as being the job that’s done before the sales conversation starts, then create a line in the sand. Marketing is about altering beliefs such that the prospect values what it is you have to offer more than they did before. What I’ve always tried to do when I wrote a lot of reports, but I did with webinars too, I tried to create something highly valuable.
Even if you didn’t buy it, you’ve got a payoff for your attention where I also gave you something called social currency, which is counterintuitive and not common everyday wisdom or obvious type stuff that makes you feel smarter by sharing it. A joke makes you feel funnier when you share it. By putting in counterintuitive information and putting in information about how to get an outcome that I believe based on my experience and trying to translate that experience in some piece of marketing. Some educational pieces of marketing are what I’ve always done and this might be advanced. If people read it 1 or 2 times, they might be able to get it. We have our desires and our desires never change, for the most part. What we buy and what we believe will fulfill our desires change all the time and that’s based on our beliefs.
What attaches a desire to demand a product is a belief. I have a desire to be autonomous, have the respect of my peers and have financial freedom. That’s the desire and I might decide to go about doing that by becoming the CEO of Agora. If I decide to do it that way, then I’m going to be doing certain things that I’m not doing now. If I decide that the best way for me to do that is to have my own business, then I’m going and doing my own business. If I believe that could happen best by flipping real estate, then maybe I’m flipping real estate. My belief about the way I’m going to go about achieving that desire is what we’re playing within marketing. You can either play with that belief or the belief below it. If you can imagine the Internet Business Manifesto, the first report I wrote, which was to marketers in internet marketing who thought all they needed to know about was internet marketing. I came in and said, “No, internet marketing is probably the most important, but you need to understand business as well.” When you understand businesses as well, you’re going to get like, “This is the outcome and here are the people I’ve taken it through. These are the results they got.”
There’s the first level of belief which is like, “I can achieve freedom, respect and financial security online.” Everyone had that, that I was talking to, but they had the secondary belief that “To make money online, all I need to do is market.” I change that belief so all I need to do is market and run a business. That one change then created millions of dollars for me because if you think about it this way, when you’re talking to a market where you’re talking to a group of people that share a conflict that is either a goal unattained or a problem unresolved. That’s what makes up the market. If someone’s business was on fire and they couldn’t handle how fast it was growing, the last thing they’d be doing at that moment is reading the Internet Business Manifesto because they have a different problem. If they’re reading the Internet Business Manifesto, it means they’re not making the money that they want online.
I assume that most of the people I’m talking to have had the conflict that the market has for more than just a day. I’m coming into that market and I’m saying to them that the way that you’re trying to solve this conflict is wrong. The proof of it is that you don’t have the result. I’m like, “Let me show you why you haven’t gotten that result in a much simpler and more effective way.” That is my experience. Repackage so that they can get it and then have a different belief about how success is achieved. That belief then fits my product end. What that allowed me to do, and probably is one of the big reasons why I’ve had such a good reputation track record and stuff like that is to sell things that I knew would be effective, as opposed to what people most wanted. I knew that if I was convinced, I could convince others that this will do you a great value.
When I was convinced that the Theory of Constraints was a powerful methodology, it didn’t matter to me that nobody in the market knew the Theory of Constraints because I can create the demand for that. Theory of Constraints is such a powerful methodology that I don’t have to worry about one, getting outdated and two, have it being replaced by someone superior or lots of competitors competing with me. I had to create a demand in the first place. I would write a report and then I would sell $3 million, $4 million or $5 million worth of a program like that. The Manifesto made me a lot more than that but that was being lucky at the right time, right place with the right message. That’s how I go about doing it and that’s how I create demand. I educate my way to better beliefs about how to get the outcome that they want.
As you’re reading this, what would happen for you if you were able to, number one, create conflict and expose conflict and then provide the solution? Number two, if you could shift the belief patterns at a deep level? Not the surface level that most people play out but go deeper the way that Rich unpacked this for you. What would happen to your business? It would put you in a position that you’d be the premier choice. It’s the idea of being timely or timeless. Which pays you more? Being timeless. You can be timely and timeless and when you bridge the two together, you get exponential results over a long period. Why has Rich been doing what he’s been doing, partnered with the people he’s partnered with for decades? His methodology is both timely and timeless, and you can apply it too. Rich, what would be 1, 2 or 3 action steps that you would hope our readers would implement and take from our conversation?
The first thing is to consider what I talked about as far as partnering. You should be partnering and looking for a few other businesses or entrepreneurs that you can partner with on back end sales on acquisition lead gen and things of that nature. As well as JVs and affiliates but those are the more obvious ones. Also, download your data from any platform that you’re using consistently. If you have an ad account on Facebook, try and download all that data. If you have an ad account in Google, download that data because if you ever lose your account, you won’t be able to get access to that information anymore. In addition to that, you should set up extra accounts. I know you can do this from Facebook but I don’t know-how. I’m not a media buyer. You have to take this with a grain of salt.
What media buyers tell me is if you’re doing a bunch of retargeting and creating a lot of pixel lists, you should have a secondary account where you store those so that you never lose those in case that account gets turned off. You don’t lose the audience that was associated with accounts. Those are all small things or small tactics. I want to talk about something bigger. Incentivize the action. I’m concerned about the big tech and the encroachment on entrepreneurship, marketing online and every stat. Google is keeping more than 50% of the searches. Every stat is screwy when it comes to what big tech is doing. Google’s getting rid of cookies in the next few years with Chrome, which is 66% of the browser market. I don’t know how old most of the people were reading, but I remember before they broke up Ma Bell. Before they broke up Ma Bell, you could only rent a phone. You couldn’t buy a phone and there was no cell phone and no nothing. There was no innovation.
It wasn’t until they broke up the phone company that all of a sudden, you could buy a phone. There were tons of innovations with phones. There wouldn’t probably be cell phones if they didn’t break up Ma Bell. There probably wouldn’t be Chrome and Google if they didn’t break up Microsoft. Innovation has faltered and these companies are trying to suck all the cash that they can at our expense. I see that in the market and that has me concerned. Another thing in the market that has me concerned is that there are way too many people that believe that they’re experts because they took a course. It’s hard for people to determine, “Who should I listen to? Who should I not?” What I’ve done is I’ve called together some of the world’s best marketers, growth experts online and people who have been around a long time or new that have created models that people are using nowadays. People like me, I’ve created an automated webinar.A big mistake that's being overlooked by a lot of people is the ability to partner. - Rich Schefren Click To Tweet
I have them all come to one location for one day and share everything they know. We’re doing that. We’re doing a 24-hour live stream that is free, where Russell Brunson, Ryan Deiss, Todd Brown, Anik Singal, Mike Dillard, Neil Patel, James Van Elswyk, Jeff Walker and Mike Lassen are coming. One great legend after another. We’re going to teach for 24 hours straight. I’ll give you the link about it. It’s CSIB2020.com and then come up with a phrase that people can type in as a secret code on the page.
When you type in Freedom2020, it will then take you to an opt-in page. When you go to CSIB2020.com, you’ll get three presentations for free when you register for the live stream that I gave to all the international publishers of Agora. I did a workshop for two days for all the publishers but there are three presentations. The first one was 13 Ways to Increase Conversion Rates Without Changing a Word of Copy. The next one is 11 Sneaky Ways to Increase Cart Value and Increase Email Sales. The last one is Via Sales Webinars and Other Stealth Methods of Selling. Those three presentations that I gave at this workshop, you get free the slides, videos and stuff like that. You should pay attention to the process that you go through. The average for an upsell on a lead gen device for us is generally about 10%. This one is trending at 20% so we have a 20% take on the upsell and then the upsell behind that, we have an 80% take rate on which is rather insane.
No one’s ever seen a number like that. When you see it, you’ll understand why. I would imagine that you’ll start to see it a lot more often. That’s generally how things have worked for me online. I’ve done something and then that becomes a thing that people follow. The second upsell, which I’ll call a mystery box, has been moving back and forth between 75% and 80% conversion rates, which is insane. People should check that out. It will be one of the most, if not the most epic event, probably of the decade online. We have about 40 different people flying in from all around the world to be broadcasting live. I heard there might even be a grappling match between Russell Brunson of ClickFunnels with Mark Ford, who was one of the cofounders of Agora. It will be fun and we’re broadcasting at Mark Ford’s private cigar bar in Delray Beach, Florida.
Our goal is to share strategies and tactics that are working that will work in this age of big-tech and share them with you for free. That you can steal our winners and put them back in your business and grow your business in 2020, even though the environment is going to become more hostile to small business. I don’t know if most people know this but there’s been less VC funding year-after-year. There are less new businesses started each year so small businesses got a challenge online. You wouldn’t think that with the barriers of entry being so low. With these big tech platforms monopolizing most of the traffic and most of the time online, as far as inside their walled gardens and access, it’s increasingly becoming more difficult to not be in business with these people. When they’re in business with you, they quickly try to dominate or take over or push you out. That’s the reality.
There are many strategies that you can still use to win nowadays and also be prepared for tomorrow. That’s something we didn’t get a chance to talk about much but maybe in another episode at another time. One of the things I thought might be a solution early on was AI. The problem with that is that most small businesses, almost no small business that I talked to, are collecting the data that they need. There’s no AI without data. You’re using someone else’s data, then it’s not customized to your business or your prospects or your message so it’s irrelevant there. We have an uphill battle in small business over the next decade but I’ve helped a lot of small businesses most of my whole life so I’m up for the task and I’ve got about 40 world-class experts that are going to help me. All of us with Agora is going to help you. That’s my pitch.
We want to help you get prepared and I encourage you to go to CSIB2020.com and our Freedom2020, you’ll get access to the resources and tools. Go through the process and you will get an education following Rich’s models in and of itself of going through the experience and watch the process unfold and how you go through it. Also, ideally how you can model that for your business and apply the different things. All these 40-plus different experts are going to show you as part of this live stream as part of this free training that they’re making available. I’m curious, Rich, what was your earliest influence as a kid in business that you can remember?
I had a crazy life. My dad was one of them but I was around a lot of hard people. My dad was a ruthless businessman. He was a sociopath and left a trail of destruction behind him including his son. When I did a deal with him, I regretted it. A lot of people have seen the movie, Goodfellas. That movie was based on a book called Wiseguy by Nicholas Pileggi. In the book, there are a bunch of characters that didn’t make it into the movie. When I was thirteen, I ran away from home and I spent a bunch of time with some of the guys in that book, not in the movie. They were fixing horse races. That’s the section on the book of the people that I was with. I’ve had a scene between Jordan pumping penny stocks between my dad versus a business owner and the mob when I was a kid.
They were fixing horse races, I’d go to the track, they tell me what to bet and I’d also go and buy them food and stuff like that. It showed me how hard a business could be. I never wanted to be like that. I didn’t want to weave a trail of destruction so I went 180 degrees the other way. I try to make every business I come in contact with better because I’ve come in contact with it as opposed to my dad having more money in his pocket because of that. Whether it’s the mob or penny stocks, these are all things that exposed me to stuff that in my way of looking at life, I don’t like and don’t want to be a part of. I was fortunate to have those experiences to know what I didn’t want to be a part of early on so I lived my life accordingly.There are too many people now that believe that they're experts because they took a course. - Rich Schefren Click To Tweet
At the end of the day, I want to have a great relationship with everyone I’ve ever done business with if I can. Having that philosophy long-term is what works. The more we are moving into a society where trust is incredibly important. It’s cliché but it’s true. It can take a lifetime to accumulate and a second to destroy as far as your reputation. The more our reputation precedes us online, the more anyone can search for us. Those were my first business experiences but it taught me what to avoid in business. I win, you lose relationships that never last long-term because why would they? Those were my initial influences.
What’s something I should have asked you that we didn’t get a chance to cover?
There’s nothing in particular except that if you asked me how worried people should be. They should be worried unless they’re on this live stream. I know that’s self-serving but I can tell you to get all these people to fly into one place. This isn’t a bunch of people calling in. They’re all flying to a place. To put on this event is an insane amount of effort on our part and we’re doing it because of what we see and what we know. Agora is a $1.7 billion to $1.8 billion info publishing seller so we sell a lot of information every year. We deal with a lot of platforms and a lot of stuff every single day. We see the handwriting on the wall. There probably won’t be any media buyers years from now that will all be done by AI. That’s more about caching in on current demand, which I call demand chasing. There’s demand creation, which is what we were talking about as far as attaching new beliefs to people’s desires. Start learning that. It will become increasingly more important.
As you’re reading, he’s Rich Schefren and I encourage you, get the resources, join the live stream and follow up after the live stream. I encourage you to still go to CSIB2020.com and enter the code, Freedom2020. You can still get access to some of the tools that are there and all of the tools that are available at that time. Don’t risk missing out and don’t risk missing how you can create demand, chase demand and be ever-present not only in a timely way but a timeless way. Also, can have a great reputation, not just now but also prepare for tomorrow and all the changes coming. Rich, it’s been a pleasure to have you. Thank you.
Thank you, Dan.
Resources mentioned in this episode:
About Rich Schefren
Rich Schefren, Founder and President of Strategic Profits, is the “guru to the gurus” has personally added over 15 Billion dollars of additional revenue to his clients over many years. He’s been featured on media outlets like The Wall Street Journal, Newsweek, ABC, NBC, FOX, MSNBC, The Discovery Channel, The Daily News, The New York Post… and many others.
When Rich turned that business into Soho’s hottest eclectic clothing boutique, with loyal customers like Prince and Uma Thurman, he was hooked on being an entrepreneur. Through his unique marketing ideas, the business had revenue growth from $1.5 to over $7.5 million in just three years.
Next Rich invested $7500 to create a hypnosis center which expanded to multiple locations and generated over $13.5 Million a year, within four years. Rich then wanted to share his success secrets and developed a program for other hypnosis centers to achieve the success he had. When he made $287,000 in one week selling the program, he knew he was on to something big.
Rich parlayed his offline successes and marketing prowess into an information product business. Over the next 2 years, he established joint ventures with the major online marketing players that generated more than $4 million in revenue. Many of these marketers secretly sought his advice to help them turn their businesses into profit-producing powerhouses.