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With us today is Tyler Elliston, the founder of Right Side Up, a collective of premium marketing talent—with all of the marketing chops, and none of the agency fluff. Tyler is an expert in growth marketing, has helped start and scale multiple successful companies and is considered an authority on the “future of work” – how the workplace is evolving to be more remote, specialized and part-time.

What Expert Authority World™ is saying about the show:

  • 0285: Sales Driven Agency: Helping Founders Become Predictable, Sustainable and Scalable
    June 28, 2021 by Mary2577 from Philippines

    Thank you so much and keep on doing more great show.

  • Easily One of My Favorites
    May 7, 2021 by ScottDGray from United States

    I recently discovered Expert Authority Effect. It’s quickly worked it’s way onto my list of must listen podcasts. The episodes are less than an hour and packed with great information from top-level entrepreneurs.

  • Priceless Content!
    May 7, 2021 by megan@podcastingyou from United States

    Mario does such a good job covering a variety of topics. His guests offer awesome advice as well. I would recommend this show to anyone looking to learn more about entrepreneurship!

  • Very helpful
    May 7, 2021 by Luke and Susie from Australia

    As a business owner I love being challenged to see things a different way and be reminded of how to do thing better. This podcast has been so helpful to do that.

  • Great Show
    May 6, 2021 by emj-js from United States

    Mario does an excellent job being fun an entertaining while asking insightful questions to draw out the experise of his guests. Thoughtful, helpful conversations to make work and life better. Thanks!

  • Smart Ways to Gift
    April 26, 2021 by Michelle Kaplan from United States

    I learned some key things during Mario's interview with Chelsea Martin on gifting. What stands out is how impactful direct mail really is and how important a customized presentation of your products not only creates happy customers, but also a great referral source. Thank you!

  • Heart Centered Success
    April 18, 2021 by Macnjacs from United States

    Your interview with Brandon Fong was great. I appreciated the fact you started with the 3 steps, it was so valuable it really made me want to hear more. Thanks!

  • Love this show!
    March 12, 2021 by Gisele_Oliveira from United States

    This is so far my favorite podcast. It’s been my weekly dose of motivation and inspiration. Keep up the great work, Mario !

  • So much value!
    March 7, 2021 by Loose Seeds from United States

    The conversation with James, Sana and John Lee Dumas was awesome. Unique questions were asked by the hosts and JLD responded with gems that I stick right into my pocket. Thanks for this valuable info on how to up my podcasting game guys!

  • Always Enjoy Mario's Interviews!
    March 5, 2021 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Great Podcast
    March 5, 2021 by 11Dreamer11 from United States

    Really interesting interviews that are really well done! Great listen and great for inspiration.

  • Innovative
    February 22, 2021 by Michelle Kaplan from United States

    I love Mario's energy! It captures my attention throughout his podcasts. Listenng to him and his guests, their ideas, actions, and accomplishments makes me brainstorm what's next for my business. Relevant and fresh!

  • Inspiriation 7 Days A Week!
    February 19, 2021 by ST Rappaport | LifePix from United States

    Mario doesn't miss a day. No matter what is going on, there's an episode relase. Mario is on a mission and nothing is going to stop him. He's a real model to be doing these interviews!

  • An Expert on Experts!
    February 12, 2021 by Powerful Eric from United States

    Love this show! Mario's show is a asset to podcasting. Thanks for helping others Mario!

  • Now I know
    January 22, 2021 by Margo Lovett from United States

    Mario, I see how active and generous you are in Podcast Paradise. Today, I listened to a few of your shows - episodes 1 & 59. Episode 1 brought me into the moment of prayer. You produced a show according to the Spirit. Now I know why you are so generous, able to operate from your seat of genius. Margo Lovett

  • Keeping the Books
    January 15, 2021 by E-World from United States

    Great interview with Judith keeping Net Profits as key thing to look at. Interesting point she made some owners make 30 millions but not enough Net to take a paycheck.

  • Excellent podcast
    January 12, 2021 by Atomickitten99 from United States

    I’m enjoying the guest interviews. They are packed full of great nuggets! Thank you.

  • Unique - Engaging - Bold
    January 2, 2021 by Paul D Johnson from United States

    As host of interveiw based The God Zone Show podcast I fournd Mario's show uniquely valuable in providing inpriation and engouragment for my work.

  • Fun, insightful, and quality production
    December 23, 2020 by koltrass from United States

    Mario brings in top-notch guests for engaging conversations on a variety of topics. Moreover, his attention to technical (e.g. audio, editing) quality is obvious and makes a difference. Listen to be entertained and enlightened!

  • Inspiring interviews to take the next step!
    December 12, 2020 by BillableWithBaby from United States

    Inspiring interviews with interesting entrepreneurs inform and motivate you to take things to the next level. Always good things to learn and implement. Thank you Mario!

  • Pure value, I love it
    December 4, 2020 by Jdoggg222 from United States

    Mario has a way of asking the questions I am wondering as the guest is speaking. He seems to intentionally ask the questions that most benefit you as a listener. Great podcast!

  • Loved the Craig Handley Episode
    November 13, 2020 by MHillfan from United States

    Mario’s energy is infectious and Craig Handley is a character and some. But really every episode brings out the uniqueness of each guest. This pod has become one of my must listens›

  • Inspiring. Informative.
    November 6, 2020 by SunDevil from United States

    Mario is incredibly inspiring and does something few other podcast hosts can manage to do… allow his guests to actuall talk at length and answer his questions. He offers great information and I really appreciate that he is invested in what his guests have to offer as well. Other podcasts come across as an ego stroke for the host, but this podcast is truly here to help guests share their stories as well to the benefit of the listener. Worth subscribing.

  • Game changer
    October 30, 2020 by Player's Handbook from United States

    This podcast is informative and inspiring. I love it!

  • If you are a wanna be entrepreneur look no further!
    October 23, 2020 by Elisa Di Napoli from United Kingdom

    Great podcast full of interesting insights. The host is engaging and thoughtful and I can say I have enjoyed listening to each episode!

  • Amazing Interviews not to miss!!!
    October 16, 2020 by Jbower1282 from United States

    Consistantly uniques interviews or amazing people really making it happen.

  • Mario is a great host with great questions!
    October 16, 2020 by alexdesigns from United States

    Take a few minutes out of your day to listen to Mario. He is a super smart guy and I love the questions he asks his guests.

  • A great podcast for dreamers and do-ers!
    October 16, 2020 by Chiquita2727 from United States

    Lots of great information and inspiration for anyone who wants to turn dreams into reality. Mario brings a lot of spot-on information to this podcast.

  • Great Show
    October 9, 2020 by Palminchen from London from United Kingdom

    Love the broad selection of topics for inner

  • Amazing inspirational stories
    October 9, 2020 by Nicholas Lee 18 from United Kingdom

    This podcast is so good. The stories from the people sharing their stories about their struggles in life and how they overcame these struggles is just inspirational and helped me push harder when things get tough. Keep up the good work with these amazing interviews Mario.

  • Fantastic
    October 9, 2020 by sttoggyigctdrvy from United States

    Mario goes above & beyond on his show. Lots of great information for his listeners!

  • Top Learning
    October 2, 2020 by BLNT PPTT from Hungary

    Love hearing these great interviews with a great host. Keep up the good work!

  • Mario inspires!
    September 18, 2020 by CHRISTOPH - HABITFREAK from United States

    These interviews are fantastic. Mario inspires with great questions that draw out great answers from his guests!

  • Expert authority!
    September 18, 2020 by Tara Williams Phone from United States

    Mario shares some amazing people on this podcast and they have some gold to share!

  • Great show!
    September 10, 2020 by Karen @ Interview Valet from United States

    Mario is an awesome podcast host! I love the FB Live interviews and the opportunity for listeners to engage in real time. The audio and video quality is spot on every time. Be sure to subscribe so you don't miss anything! You won't be sorry.

  • A Podcasters Inspiration!
    August 14, 2020 by JamieKullman from United States

    Mario has so much insight and delivers such incredible value through his show. I just started listening, but I've already learned so much from him and his wonderful interviews. Keep up the awesome work!!

  • Quality professionalism
    August 6, 2020 by VirtForce from United States

    I can’t say enough about how pristine and professional Mario is in his interviews. He truly wants his guests to have the best experience and recording possible. And not to mention he is fun and knows how to put people at ease in front of the camera.

  • How to conquer your limiting beliefs
    July 31, 2020 by Dave4syth from United States

    Listen to episode 103 an dlearn how to overcome your limiting beliefs. Great advice.

  • I can’t believe how much I learned in just one episode
    July 29, 2020 by AwesomeMontana from United States

    Mario is knowledgeable, curious and able to bring great guests that deliver value that every business needs to understand! Outstanding podcast!

  • Great content!
    July 15, 2020 by Cory Lee Leadership from United States

    Mario does a great job of providing relevant information and bringing on guests to share their expertise in a variety of fields. Highly recommend his podcast!

  • Fascinating interviews
    July 10, 2020 by Bill Ringle from United States

    Mario brings on accomplished guests and draws out their expertise and stories in a way that leaves me on the edge of my seat. Keep up the great work, Mario!

  • Love It!
    June 26, 2020 by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    June 19, 2020 by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Love It!
    June 16, 2020 by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Flawless interview style
    May 29, 2020 by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    May 29, 2020 by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    May 22, 2020 by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    May 22, 2020 by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    May 15, 2020 by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    May 15, 2020 by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    May 10, 2020 by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    May 1, 2020 by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    May 1, 2020 by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    May 1, 2020 by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    May 1, 2020 by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    May 1, 2020 by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    May 1, 2020 by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    April 17, 2020 by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Great and insightful!
    March 7, 2020 by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    February 28, 2020 by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    February 28, 2020 by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    February 25, 2020 by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    February 7, 2020 by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    February 7, 2020 by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    February 7, 2020 by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    February 7, 2020 by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    January 27, 2020 by Cliff Duvernois from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    January 17, 2020 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    January 17, 2020 by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    January 9, 2020 by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    January 3, 2020 by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    December 25, 2019 by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    December 14, 2019 by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    November 30, 2019 by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    October 26, 2019 by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    October 25, 2019 by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    October 25, 2019 by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    October 18, 2019 by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    October 5, 2019 by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    October 4, 2019 by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    September 12, 2019 by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    September 6, 2019 by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    August 31, 2019 by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    August 31, 2019 by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    August 21, 2019 by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    August 21, 2019 by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    August 16, 2019 by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    August 2, 2019 by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    August 2, 2019 by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    July 28, 2019 by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    July 26, 2019 by BestMorningRoutineEver from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    July 19, 2019 by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    July 12, 2019 by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    July 6, 2019 by Real Estate Journeys Podcast from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    June 14, 2019 by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    June 14, 2019 by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    June 11, 2019 by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    June 11, 2019 by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    June 10, 2019 by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    June 10, 2019 by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    June 10, 2019 by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    June 10, 2019 by KatieHBrooks from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    June 10, 2019 by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    June 10, 2019 by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    June 7, 2019 by EOFire.com from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    May 31, 2019 by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    May 31, 2019 by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    May 31, 2019 by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    May 31, 2019 by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Great Content! Great Interviews!
    May 24, 2019 by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    May 24, 2019 by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    May 20, 2019 by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    May 17, 2019 by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    May 10, 2019 by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    May 4, 2019 by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    May 4, 2019 by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    April 29, 2019 by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    April 10, 2019 by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    April 6, 2019 by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    March 15, 2019 by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    March 15, 2019 by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    March 1, 2019 by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    March 1, 2019 by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    February 23, 2019 by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    February 22, 2019 by AlyciaDarby.com PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    February 16, 2019 by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    February 15, 2019 by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    February 15, 2019 by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    February 9, 2019 by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    February 8, 2019 by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    February 8, 2019 by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    February 1, 2019 by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    February 1, 2019 by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

Watch The Episode

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Resources Mentioned

Books Mentioned

Blue Ocean Strategy | W. Chan Kim

People Mentioned

3+ Expert Authority Insights™ To Apply Now

  • Failure was the best learning experience of my career and ultimately has been sort of the seed for everything I’m doing now.
  • I think the most important and most valuable marketing is actually a great product.
  • It’s about learning and optimizing and evolving the way that you’re approaching the channel.

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Wheel of Whatever™

[34:28] What do you do outside of business that you enjoy to do when you’re not helping companies?

What You’ll Learn In This Episode

Click the time stamp to jump directly to that point in the episode.

[0:05] Intro

[1:09] Sponsor – Free Business Book Publishing Course

[3:08] Having a great product is most valuable in marketing

[9:57] First thing we take when people hire us

  • We’re looking at what they’ve done in the past from a customer acquisition standpoint. 
  • We’re making recommendations or sort of identifying what’s the gap
  • We evaluate that product market fit.

[15:26] Advice to someone who’s fearful doing marketing

  • Partner matters a lot – find someone who can just give you unbiased recommendations
  • Facebook advertising, search advertising for most businesses you can get a read on if they’re working for you without a huge amount of spend. 

[19:45] When to discern if you should go further

  • If  you’re getting some response and it’s just not good enough, then I would typically recommend changing some of the variables.
  • If it’s not working at all, then I turn it off.

[26:08] If all those channels like Facebook, Google and Youtube ads are all ROI positive, if the value of the lead or sale is higher than the cost, I would advocate leaving them all on and spending more

[27:14] Spike testing

  • Knowing how much more could we spend in this channel without compromising that cost per order cost per sale.

[34:28] The Wheel of Whatever

  • What do you do outside of business that you enjoy to do when you’re not helping companies?

[34:55] Let’s Thank our Sponsor, Free Business Book Publishing

[36:42] The Imperfect Action Round

  • I think solving a real problem is sort of the first prerequisite to that.
  • Looking at a product problem and thinking it’s a marketing problem.Also not accurately calculating the cost per action and the value of that action. So sort of an analytics problem.
  •  I would say engagement, staying top of Mind whether that’s through personal connection, email, SMS, once you’re sort of in somebody’s mind is providing a great solution, product service, whatever it may be, just reminding them that you’re there.

[38:11] Tyler’s Book Recommendation

[39:17] Sponsor, Free Business Book Publishing

[39:51] www.EAinterviews.com

Episode Transcript

Read Full Transcript


Tyler Elliston [0:00]
This is Tyler Elliston. You can find me at RightSideUp.com and you’re listening to EA Interviews.

Intro [0:05]
EA interviews, Episode 261, inspiration, transformation, success stories and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview.

Mario Fachini [0:19]
Marketing, one of my favorite things to talk about why it’s so vitally important to you and your business. You might be loving marketing like I do and helping people launch stuff or you might absolutely hate it. Do you have a new book coming up? And you just don’t want to talk about it? And you’re gonna put out a notification that says, hey, I have a new book. The day of with no pre planning, not a good idea. But what do you do when you feel like you’ve been failed by outside agencies? That’s why I’m excited to have Tyler on the show. Tyler Elliston. He’s been a consultant for Google, Doordash, Stitch, Sephora. He knows what he’s talking about. We’re gonna be diving into all of these things and help you with your business right after we thank our sponsor,

Sponsor – Free Business Book Publishing Course [1:09]
Every business needs a book, including yours, visit FreeBusinessBookPublishingCourse.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Once again, that’s FreeBusinessBookPublishingCourse.com.

Mario Fachini [1:25]
Here he is. Ladies and gentlemen, Tyler Elliston. Tyler, How’re you feeling today?

Tyler Elliston [1:29]
Pretty well, thanks for having me.

Mario Fachini [1:31]
Oh, I’m excited to dive right in. Because I know you’ve helped so many people with the marketing, and it’s so vitally important, but why do you feel like you were failed by the outside agencies?

Tyler Elliston [1:44]
Yes, good question. I think so. So there’s a couple layers to that answer. One is that talent level, so I worked with agencies where I just felt like the quality of the people I was working with weren’t at the level that I wanted. And then sometimes it was more structural. So like, you know, signing 12 month contracts, when, you know, I wasn’t sure if something was going to work. And I might test something for a month. And if it doesn’t work, I’d want to do something else. It was locked in, you know, percentage of spend, you know, payments sometimes make sense. Other times it really didn’t. So I just, I found more success with marketing when I was either doing it myself, or, you know, or building in house teams to do it.

Mario Fachini [2:34]
What would you say for the people who, you know, I was joking a little bit in the intro, because I find there’s really two types of people. One is like us, we love marketing and promoting stuff. And, you know, I love helping my author clients with their business book campaigns. But there’s other people who I don’t want to touch, I want more business, I want more revenue, I want all these things. I want to be at that point where I started the business but I don’t want to talk about it or annoy people. How do you help us get past that?

Tyler Elliston [3:05]
Yeah, well, I think, you know, the good news is, I think the most important and most valuable marketing is actually a great product. So if you have a great product that people fundamentally love, in most cases, that means they’ll talk about it. And so a lot of times your customers will do it for you. So that’s the good part of the answer. The negative part of the answer is that, you know, if you don’t do marketing, you’re just almost certainly leaving a lot of opportunity on the table. And so I would just advocate to sort of either get some help externally or, you know, find a way to do it yourself in a way that you feel like is authentic to your personality and business but still still promoting this product or solution that you, you know, deeply, deeply believe in?

Mario Fachini [3:57]
Can you take us through your process, what you’re doing with these big name companies and also some of the people we may not have heard of?

Tyler Elliston [4:05]
Yeah, so. So the way that we operate is kind of like a collective of marketers across a wide variety of industries and skill sets. And so we’ll talk to companies about what kind of, you know, what kind of challenges are having specific to customer acquisition? And we’re kind of identifying, okay, in this situation, we think that this particular skill set this particular seniority would help you get to the next level. And then we’re providing somebody from our collective that has that expertise. And so, you know, sometimes the scope of those engagements is advertising on Facebook or Google, sometimes it’s advertising on podcasts, sometimes it’s email marketing to increase lifetime value. So the scope is really varied, you know, across our clients, but the one consistent part is that we’re solving a marketing problem usually around acquiring customers sometimes around lifetime value. And then we’re sort of staffing it, you know, with a very specialized person that’s going to build a tailored solution rather than sort of applying a really generic playbook.

Mario Fachini [5:23]
When most people, would you say most of your clients are looking, you said, a client acquisition, but would you say most of your clients are looking for increased sales profit or is it really anything else?

Tyler Elliston [5:37]
Yeah , most of them, I would say more than half of our clients are sort of backed by venture capital, they’re kind of like trying to grow as fast as they can. And so usually, it’s around growth first. Certainly, in recent years, we’ve seen more importance put on profitable customer acquisition certainly years ago, it was growth even at the expense of profitability. That is a lot. Yeah, that’s quite rare at this point. But growth is the primary challenge for helping themselves.

Mario Fachini [6:15]
Now, when you’re saying growth at the expense of profitability? Yeah, I’ve heard, seen companies do this. And it’s always been questionable, because correct me if I’m wrong, but isn’t the premise we might lose a little money here or a lot, but we’re setting ourselves up down the road?

Tyler Elliston [6:32]
Yes, yeah. So I would say sort of, you know, one level of this is saying, well over a customer’s lifetime, they’re going to be worth, let’s say, $200 to us, even though in the first month or the first three months, they’re only going to pay us 50. So the question is, you know, are you willing to pay $25 for that customer or that sale or $50? You know, for that whole three months or, you know, some would say, well, let’s just front 190. You know, because we’ll get 10, we’ll wait it out, we’ll get referrals. And then, you know, this doesn’t really happen much anymore. But at one time, it was even like, hey, you know, we’ll pay 300 because we’re doing product development. And we know that a year from now, though, they won’t be worth 200, they’ll be worth 1000. So, you know, you can sort of play a lot of, you know, a lot of games to sort of justify, you know, acquiring that customer, you know, grabbing as much sort of real estate in the market as possible but really on attractive economics.

Mario Fachini [7:41]
That’s a very polite way of saying it.

Tyler Elliston [7:43]
Yeah. Yes.

Mario Fachini [7:44]
On attractive economics.

Tyler Elliston [7:46]
Yes.

Mario Fachini [7:47]
I like that. So I think one of the traps I’ve seen is, if you say, well, let’s lose the money here, we’ll make it up down the road. Well, is that two years, three years, five years, 10? Whatever the case is? And do you feel it sets a precedent to just do it again. Like if you go short this year and then you go three years from now, five years from now? Well, one day, how much of a profit are you making? Because maybe in year five or six, you just go the second you get turned it around? I kind of equate it to like the people who jump from a car lease to the next one to the next one. It’s like, when do you get to enjoy it?

Tyler Elliston [8:27]
Yes.

Mario Fachini [8:28]
The profitability or the free time where it goes, okay, it’s higher here, it’ll go down. But if there’s too short of a time period, you’re just constantly going from it. I mean, you have to be economically viable.

Tyler Elliston [8:41]
Yes.

Mario Fachini [8:42]
Every every year, I would say,

Tyler Elliston [8:44]
Well, that’s a prudent perspective.

Mario Fachini [8:48]
Depending on the person maybe you go, we’ll take less of it. But to be going backwards.

Tyler Elliston [8:53]
Yes. Yeah. And that certainly is the prevailing sentiment. Now, you know, I don’t think any of the clients we’re working with today, you know, would disagree with that at all. You know, the other sort of downside of doing that, yes, you don’t get to sort of enjoy the, you know, the margins but it can also cause you to really avoid looking at, like real, real questions about product market fit. Like, you know, are you solving a real problem? Do you have a real solution to that? And I think a lot of companies, you know, call it 10, 15 years ago, what kind of avoid asking themselves that hard question by just saying, oh, well, we’re growing, we’re growing, we’re growing like customers are hiring us. But obviously, if, you know, if it’s not profitable, it doesn’t you know, it’s not going to matter long term.

Mario Fachini [9:48]
What’s the first thing that you take someone through when they’re coming on board with you, and how long are you traditionally working with them for?

Tyler Elliston [9:57]
Yeah, so. So the first thing we’re doing with them, you know, once they hire us really depends a lot on the scope, usually we’re looking at what they’ve done in the past from a customer acquisition standpoint. So assuming they’re hiring us to, you know, help them get more sales, we’re looking at, you know how they’ve executed their Facebook ads, or Google ads, or SEO. So we’re starting with an audit, typically. And then we’re, you know, making recommendations or sort of identifying, you know, what’s the gap between where they’re at, and what’s best in class, and then sort of sequencing, okay, you know, these 10 things, these 10 steps that you need to take to get the best in class, here are the three that we think are of the highest likelihood of getting you there, you know most quickly, you know, I think before we ever start working with them, we really are trying to evaluate that product market fit, because a lot of a lot of people and I say this, as somebody who’s started a company that failed. This was my problem, I thought I had a marketing problem. And that my product was great. In reality, I had a product problem, what I was actually selling was not, you know, was not good enough. And we do sometimes see, see companies or individuals come to us and ask for marketing help. And, you know, we kind of view it as an issue of integrity to say, well, look, based on what we’re hearing, like we really don’t think this is a marketing problem. And so that’s, that’s really the first step that we go through.

Mario Fachini [11:30]
Do you say you have a product problem?

Tyler Elliston [11:32]
Yes. Yes. So those are uncomfortable, but But honestly, we, you know, we’ve had those kinds of conversations, and then, you know, six months, 12 months later, they’ll come back and say, you know, you were right, we did we tweak this, you know, now does it make sense? We’re like, yeah, no, no, it makes sense.

Mario Fachini [11:51]
And that’s so invaluable. And I’m glad you are doing it that way because they could go another two, three years, four years, five years, maybe even longer and just kept doing it the wrong way.

Tyler Elliston [12:04]
Totally and…

Mario Fachini [12:05]
What’s that cost them?

Tyler Elliston [12:06]
Yeah, a ton. And it says, It sets us up for failure as their partner. Right? You know, it’s very hard for marketing to look really good if the core product or the core solution is not strong. And so yeah, we want to make sure we’re set up for success. And so that’s sort of a prerequisite for us as well.

Mario Fachini [12:06]
I want to ask you, how did you get into this? Why did you choose marketing? And what’s the backstory behind all your success?

Tyler Elliston [12:42]
That’s a good question. I’ve always been an entrepreneur, I mean, I’ve started a company in high school and started coming in college, you know, just always entrepreneurial marketing in particular.I mentioned that I had a failed startup in my background.I started that company and did that for two and a half years, it ended up failing. And at that point, I was kind of like, gosh so who hires like a generalist that wants to do entrepreneurship. And so I felt like I needed to sort of pick a functional area to kind of hang my hat on. And so it was like, okay, well, what am I most enjoyed what I think I’m good at. And despite the fact that I had just, you know, failed in this company, where I thought it was a marketing problem, I still said, you know, I think marketing is my strength, I think that’s where I know the most. And so that’s, I kind of double down on that skill set. And then, you know, second, you know, next startup, I ran marketing for them and that got acquired and then that company that acquired us got acquired, and then just sort of jumped from company running, you know, running customer acquisition.

Mario Fachini [13:59]
So, it really is your passion, and I love that you’ve found the positive, despite the negative.

Tyler Elliston [14:08]
Totally, yeah, I mean, I think that, you know, that failure was the best learning experience of my career and ultimately has been sort of the seed for everything I’m doing now, you know, like, our, our vision for right side up is to help very expressly you know, people that are in that situation that I was in, right, the founder, who has a customer acquisition problem and needs marketing help and they need somebody to be honest enough with them to tell them if they think it’s really a product problem instead of a marketing problem. That’s exactly what I needed. So in a lot of ways, right side up is kind of coming full circle and just building what I wish I had had, you know, in that experience.

Mario Fachini [14:58]
What would you say to someone Who is on the fence about trying something new that you’ve mentioned? You had mentioned some of the Facebook ads and different things like that out of all the things in the world of marketing because I don’t know about you, but it seems endless. What do you say to someone who’s fearful of doing it because they were slighted in the past?

Tyler Elliston [15:20]
Yeah.

Mario Fachini [15:21]
Let me rephrase that not slated, they got screwed in the past or burnt?

Tyler Elliston [15:26]
Yeah, I think. So a few thoughts on that. One, you know obviously the partner matters a lot, you know, who’s helping you who’s shepherding you through it, I would always advocate to go find, even if it’s not like, it’s not self promotion, even if it’s a friend who knows about it, or a coach or somebody that has that kind of job at a company and they can just give you unbiased recommendations or help to do that, I would always advocate for experimentation and keeping the stakes low, Facebook advertising, search advertising for most businesses you can get a read on if they’re working for you without a huge amount of spend. And I think I would always recommend trying it, if you have reason to believe that the problem was the execution rather than the channel then keep giving it a go. That’s not to suggest, you know, if somebody feels like it was done well, and it just didn’t work. And by all means, you know, try something different. Otherwise, you can spend a lot of money on Facebook and Google without seeing a lot of results.

Mario Fachini [16:44]
Yeah, no one wants to do that. But you do have to test it. You know, I’ve told people for years, you want to do at least a month, ideally, five or six weeks of just, you know, data, get the data, so you can make the most educated decision and everything. And if you’re not willing to invest, what you’re asking other people to invest in your product, figuring it out, maybe that’s the problem.

Tyler Elliston [17:10]
Yes. Correct. And you know, you talked about data sort of gathering exploration, I would double down on that, you know, with the initial testing, it really is, you know, the goal of that ought to be to understand what’s possible, we see a lot of companies that, you know, the first two weeks, three weeks, it doesn’t, a channel does not perform for them. And so they turn it off. But a lot of times, it’s about learning and optimizing and evolving the way that you’re approaching the channel. So like, paid search, for example, you know, you might be bidding on 30 keywords. And so you might spend, I don’t know, say $1,000 on these keywords. And at the end of that time period, you know, it might be that 75% of the keywords don’t work. And so when you look at the total spin and the total impact, it looks like it doesn’t work. But when you drill into those 25% of the keywords that do work, you know, those economics might really work. And if you just turn off the 75%, then you’ve got something that’s really working for you. So, so a lot of times, it’s just about that sort of printing of, you know, either audiences or keywords, whatever it may be for that particular channel.

Mario Fachini [18:28]
It’s a great point, because you might not be one size fits all, but even if five of them are popping, you know, throw all the money at those five.

Tyler Elliston [18:38]
Yes, exactly. Exactly. And so that was it. That’s exactly the kind of thing we talked about with ongoing optimization of channels; it rarely is performing well, when you first started doing it.

Mario Fachini [19:00]
So, here’s the magic question. How do you like it if you want to quit in weeks two or three? And maybe you need to get to the tipping point in week, four and a half? You don’t want to come up too short. But how do you discern, okay, it really isn’t working, I need to try something drastically different versus, you know, in weeks, four or 5, 6, 7, 8, maybe even nine or 10? How do you discern? Should I go further or I’m already going further, how much further to figure it out? Like when do you know it’s not working at all two months, three months, maybe three weeks? And you’re just throwing a lot of money at it and nothing’s clicking or?

Tyler Elliston [19:45]
That is the magic question. And, you know, there’s sort of a straightforward answer to that and a complicated one. The straightforward answer is, you know, if you’re looking for a cost per order Let’s say, of $10 you know, and you spend $100 and you get no sales, that’s probably evidence enough that, you know, it’s not going to work, you know, the likelihood that it will work and you just got an unlucky, you know, first first, like 10 shots at it, you know, is very, very low. On the other hand, if if you’re, you know, call it within, within 50%, of where you want to be, you know, if you want to be at $10, and you’re at $20, something like that, you know, that’s, that’s when I would say, okay, let’s keep testing, there’s so many different inputs that you can use in most digital channels, like with Facebook, it’s like, okay, well, maybe we keep going, but maybe we test new creative, you know, or if it’s paid search, it’s like, okay, maybe we keep going or maybe we turn off these keywords and turn on those keywords. And so, you know, if you’re getting some response, it’s just not good enough, then I would typically recommend, you know, changing some of the variables. If it’s not working at all, then, you know, I turn it off.

Mario Fachini [21:12]
So, after you’ve changed the variables, if you do another week or two, and it’s like, okay, I’ve done everything I can, short of getting help with it. Don’t go spend 10s of 1000s of dollars, just oh, maybe it’s, you know, change, you know, book publishing versus book publishers. You know, I see people that just add an s on to every keyword they have, it’s like, your ad might be trash. Switch, like you said, switch the creative, or maybe the audience, you know, you could be it could be a great ad great copy. Great everything wrong audience.

Tyler Elliston [21:51]
Yes, exactly. Exactly. So yeah, I mean, keep churning through the variables. I would say that, you know, it’s rare that we see relatively few companies spend, you know, more than call at $10,000. Without, like, real signal that a channel can work for them. So certainly to anyone out there, I would treat that as a general cap.

Mario Fachini [22:22]
That’s the litmus testing.

Tyler Elliston [22:24]
Yeah. I mean, there are certainly exceptions. You know, sometimes, like in a b2b context, if you’re, you know, if a client is worth, you know, $5,000 to you, because it’s like a mid market company or an enterprise company, you might need to pay $300 per lead. In which case, yeah, certainly in that environment 10k with, you know, it’ll only get you what 20, 30 leads. So that might not be enough. But for most you know, business to consumer contacts where you’re selling something that’s not, that’s not incredibly expensive. Usually, $10,000 is a reasonable test budget for a channel.

Mario Fachini [23:05]
Now, I’m gonna dig even deeper, just like we do with the data on that 10 grand do. I know it varies between the clients, but what if they’re 300 bucks a lead and you can get 33 of them? For the 10 grand versus $50? And you can get 200? Do you base off of, hey, we got $2,000 return on that 10 grand that was successful $5,000 return Like what? What’s the quantifier? For the 10 grand to say, okay, let’s keep going with this. Do you base it more on the percentage ratio of the ad spend or the number of leads or both I guess.

Tyler Elliston [23:48]
Yeah. Kind of both. Ultimately, it needs to be rationalized against the expected value of that investment of money, right? So sometimes it’s, you know, a cost per lead, compared to a value per lead. But if that’s the case then it’s gotta kind of be rationalized. Well, the value of the lead, let’s say is $500 versus a $300 cost per lead. But that $500 value per lead has to be rationalized against, well, that’s because we convert 25% of our leads, and, you know,the value of a new customers 2000 so kind of, you know, backing into that cost per lead from the metrics and then you’re kind of monitoring like, okay, leads from Facebook cost us $300 do they convert at 25% like the rest of the business, if so, great. You know, it’s a $500 value or maybe Facebook leads are more valuable or less valuable, in which case, you know, we need to adjust that threshold up or down.

Mario Fachini [24:54]
So I want to ask you about the pricing per lead if you’re if they’re 300 a lead and 425 on Facebook have you ever shut down a platform completely? Let’s say you’re in Google, Facebook and doing YouTube ads, once 300 ones 425 and ones 368? How do you differentiate? Alright, can we double or triple the scale on this one, if we shut these two down completely or do you tweak them and just say, hey, we’ll reduce the ad spend allocated over on the one that’s working? You think it’s still better being present on all three versus doubling or tripling down on the one?

Tyler Elliston [25:35]
Yeah, it kind of depends on the company’s goals, for most of the companies we work with are giving us thresholds where they say, we want to see a cost per lead or cost per sale of x. And if you can hit X, then we will give you as much budget as you know, as you can take and still hit that mark. Right. And so I would say, if that if that mark is conservative, then I would generally advocate if all three of those channels in your example, if they’re all ROI positive, you know, if the value of the lead or sale is higher than the cost, I would advocate leaving them all on and spending more and whatever you can do, obviously if that threshold is is too aggressive or it’s not clearly profitable, you know, then yeah.

Mario Fachini [26:33]
So if one of those was 200. In the example, actually, that’d be better for the cost per lead. But other ways, if it was seven or 800, maybe that’s when you go.

Tyler Elliston [26:43]
Exactly. Exactly.

Mario Fachini [26:46]
Yeah. It’s been an interesting debate, because when they’re close like that, it’s like, you know, you’ll once wish they were seven or eight, because then you could, you know, allocate everything to one. But when it’s, you also have the distribution, hey, there’s eyes on all three, you know, there’s even more than that. But yes, that’s a great answer, and a great way to think about it, you know, because it is best being on all of them, but you don’t want to be losing money just to be on it.

Tyler Elliston [27:14]
Right, exactly. The other thing that we’ve found useful is, you know, we’ll call it like, we’ll call it spike testing, where, you know, we want to know how much more could we spend in this channel without compromising that cost per order cost per sale. And that can really inform how we prioritize one channel versus another. Like, maybe there’s one channel that’s $400 per order, another one is 350. So you say, Oh, the one is 350, is slightly better. But if we do spike testing, and the one that’s 400, we could 5x budget, and it would still be $400. The other one, you know, the minute we try to increase the budget, it goes from 350 to 700. yeah, that that suggests to us like, hey, that’s, that’s really invest in that channel that’s 400. Because there’s so much headroom to grow.

Mario Fachini [28:13]
Well, you clearly know you’re talking about this and I want to ask you with all the companies you’ve helped, who’s your biggest transformation story?

Tyler Elliston [28:23]
It’s a good question. I’ll answer that anonymously to avoid NDA problems. But, you know, there’s one company of, you know, a financial services company, they were trying to figure out performance marketing, you know, paid channels, Facebook, Google, we, we started spending about $10,000 a month, we got that to be profitable for them. So they’re putting in 10,000 getting more in and, you know, it wasn’t like first order, but it was near term value. And they came back and asked us to start spending over a million dollars a month effective immediately and we kind of were like, well, that’s pretty aggressive. You sure you want us to do that? And they said, yep. And we did it, you know, and about a month later, we were spending, you know, I think it was on a run rate of 1.2, $1.3 million. It was you know that customer acquisition cost and increase slightly but still profitable for them. And that was one of those moments where I just thought, man, I cannot believe we just did that. That was incredible. And so that that kind of sticks out as probably our biggest win that was really hard and audacious.

Mario Fachini [29:54]
Yeah, that’s a pretty big jump. Now, did you maintain that? Did they ask you to bump it up again after?

Tyler Elliston [30:00]
So no. So it stayed constant for a while and then we strategically reduced it not because of the acquisition costs or the performance but for other business reasons. So in that particular case, it did not take another step function up. Which, yeah.

Mario Fachini [30:19]
I mean, you think if they want to grow, they wouldn’t slouch at a million a month in ads.

Tyler Elliston [30:25]
You know, yeah, it’s lots of lots of different factors in that case.

Mario Fachini [30:33]
Well, that’s inspiring. I mean, I know, there’s companies out there that do it and more but I know that’s not the norm.

Tyler Elliston [30:40]
Correct. Yeah. it’s much more common. We see companies, you know, they’re either launching ads for the first time and trying to figure out how to spend 25k a month profitably, you know, or they’re spending 25k a month profitably and they’re like, every time we try to spend 50, we can’t get it there. Can you help us get it there? You know,

Mario Fachini [30:57]
So what contributes to that when you have it successful at one point but then you go to increase the ad spend and again scale up the profits and leads and everything? What triggers it to not be as successful? I mean, if you’re, if all things considered copy, creative audience you’re targeting and everything, and you dialed it in and spent months doing it?

Tyler Elliston [31:19]
I would say the audience is probably the biggest. So a lot of times, you know, you’ll target a specific audience that will have a certain ceiling and you can kind of, you know, as long as you’re hitting that audience, the economics are good. Economics being, you know, the cost per order but at some point, you just can’t hit that audience anymore. Because they’re already seeing the ads. And so then in order to grow, you’ve got to find another audience. And, you know, when you’re going from 25k a month to 100k a month, the audience has to be, you know, quite a bit larger. And so…

Mario Fachini [31:54]
Four times yeah.

Tyler Elliston [31:55]
Exactly. And so you just kind of you need to find additional audiences and the new audiences you need to find get bigger and bigger. And you know, and you kind of lose some of the creative learnings, like, maybe the creative really worked for that first audience, but the creative, you know, is really different for the next audience. So just it kind of every audience that you sort of saturate, you have to graduate out of it to more audiences and really kind of redo all of that experimentation around creative and funnel. And, you know, really, every factor of the advertising.

Mario Fachini [32:34]
Yeah, because every audience has a finite size that might be smaller or bigger but at some point, you’re going to be set, you know, penetrating most of them. And the only other option really is to increase the frequency. But like you said, you don’t want to burn them out.

Tyler Elliston [32:47]
Yes, exactly.

Mario Fachini [32:49]
What’s the longest do you think you should be pushing an audience before you give them a break? And then maybe retool it and come back or try the same thing?

Tyler Elliston [32:56]
Yeah. So ideally, that question could be answered in the context of a platform that gives you like a click through rate, for example, you know, how many people are seeing the ad and clicking on it? So in Facebook, for example, you know, you can see over time, your click through rate decline as an audience gets saturated. And so o a lot of times, it’s not necessarily the duration in days or weeks. It’s the, it’s the impression frequency. And you’ll see that Oh, now people have seen it four times on average, five times on average, six times on average and you’ll see the click through rate go down. And that’s a sign that, okay, we need to refresh our creative, put something else in front of them. And ultimately, you know, look at other audiences because at some point, those creative refreshes become less effective.

Mario Fachini [33:49]
Excellent. Well, I appreciate everything you’re sharing. It’s been very informative. I have one more question for this part with you. And it is the Wheel of Whatever. And we’re gonna see what question you actually get.

Tyler Elliston [34:10]
Okay.

Mario Fachini [34:10]
Already know what that’s because clearly there’s none on here but theatrics and oh, look at that. It’s either yellow or black. What do you like to do when you’re not helping? What do you do outside of business that you enjoy to do when you’re not helping companies?

Tyler Elliston [34:28]
Yeah, that’s a good question. So I love long distance running, though I’m recovering from injuries. And I’m perhaps hopelessly trying to get good at electric guitar. So yeah, when I have time, I’m doing like, you know, nightly lessons online and electric guitar.

Mario Fachini [34:49]
Excellent, very fun. All right. We’re gonna thank the sponsor and come back for the Imperfect Action Round.

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Mario Fachini [36:26]
And we are back with the Imperfect Action Round. Tyler, are you ready to take Imperfect Action?

Tyler Elliston [36:32]
I’m ready.

Mario Fachini [36:33]
Got three questions for you. 60 seconds or less answers. The first one is what is the fastest path to the profits?

Tyler Elliston [36:42]
Well, you know, I talked about it a little bit earlier. But I think solving a real problem is sort of the first prerequisite to that. So I would stick with that.

Mario Fachini [36:53]
Very good. Number two, what is the biggest problem you see your prospects making and the fastest way for them to fix it?

Tyler Elliston [37:02]
Well, I don’t want to be a broken record here. But I kind of feel like referencing my former self of, you know, looking at a product problem and thinking it’s a marketing problem. So yeah, that is one of the biggest problems we see. I feel like that’s a little bit of a cop out because I just answered that. So maybe a second answer to that biggest problem we see is not accurately calculating the cost per action and the value of that action so sort of an analytics problem.

Mario Fachini [37:37]
Number three, what is the best way to maximize customer lifetime value?

Tyler Elliston [37:43]
Yeah, so they’re beyond having a great product. I will say that one again, I think I would say engagement, staying top of Mind whether that’s through personal connection, email, SMS, once you’re sort of in somebody’s mind is providing a great solution, product service, whatever it may be, just reminding them that you’re there.

Mario Fachini [38:06]
Very good. What books would you recommend the Expert Authority World?

Tyler Elliston [38:11]
That’s a good question. One that I particularly benefited from is called Blue Ocean Strategy, very good in terms of looking at different markets and trying to find innovative ways to evolve them. So that one was very impactful as I was thinking through, right set up, and I would recommend it to anybody.

Mario Fachini [38:38]
Well, growing it from zero to 10 million plus in four years. I think that’s a good recommendation.

Tyler Elliston [38:47]
Awesome. I’m glad to hear it.

Mario Fachini [38:49]
Where would you like people to learn more?

Tyler Elliston [38:53]
RightSideUp.com is a great spot. Obviously, people can find me on LinkedIn, and we can connect there as well.

Mario Fachini [38:59]
Very good. Well, it’s been an absolute pleasure. I’m so glad I could have you on. Thank you for sharing your knowledge. It’s been a blast.

Tyler Elliston [39:08]
My pleasure. Thanks for having me.

Mario Fachini [39:09]
All right, Expert Authority World. We have another great episode here today. I’ll see you tomorrow. Have a great day. And God bless.

Sponsor – Free Business Book Publishing Course [39:17]
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www.EAInterviews.com [39:51]
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