06 Oct Start with Nothing: How to Leverage Someone Else’s Business to Start Yours
How badly do you want a business? Can you build a business with nothing?
Then let me demonstrate in today’s episode of the Performance Marketer that you CAN build a very profitable business even if you have nothing.
Friends, that’s the beauty in today’s world. ‘Coz, you can do business with just about anything by leveraging someone’s company and calling it yours.
Of course, you have to have an agreement with the business owner you want to partner with. And that’s just what I did with my fantastic friend Ryan Helms, founder and CEO of Legacy Media.
Ryan is scaling up his podcast agency business by offering quality short-form content to his target market. However, to fast-track his process, I’m gonna promote his service while adding value to it and package it as mine so I can scale up the pricing.
To better explain how things work for this setup, tune in and watch the full episode.
Let’s get started!
Making Money From Short-Form Content
It’s no secret how short-form content is making waves these days. Does TikTok ring a bell?
So, to cater to businesses who want to jump into the TikTok bandwagon, I’ve invited my friend to make a deal.
Ryan owns Legacy Media, a podcast agency business that offers services to podcasters like full-length audio/video editing, copywriting, and social media posting, among others.
And currently, Ryan is scaling up the business by offering short-form content. So, this is where I come in.
Sales doesn’t happen to be Ryan’s strength, so I struck a deal with him if I could promote his offer as MY service. And instead of charging me $3,000 for that service package, I negotiated for a wholesale price of $1,500 per client per month.
But here’s the catch, my friends.
Since I have my micro-content division, and I’m a better sales guy than Ryan, I’m going to go out and sell Ryan’s $1,500 service package at $7,500.
See how I went from paying Ryan $1,500 to charging clients $7,500? That’s how it is to leverage someone’s existing business and package it as yours.
And I can charge higher because I’m also to provide additional services on top of Ryan’s. So, I’m taking two experts and putting them together.
Converting Leads to Paying Customers
Now, let’s say someone has these people interested in podcasting. Then I told him that we could create a survey for those people to determine what sort of deal would attract them.
And for every person that signs up for that survey, I’ll pay him $5-$10. Easy, right?
So, to make up the numbers, let’s say we already have 100,000 leads, with a 10% open rate and 10% click rate. And out of those click rates, I get a 50% conversion rate, resulting in having 500 people in my database.
I owe this guy just $2,500 for giving me 500 people who could potentially pay me $7,500 per month. How does that sound to you?
And there’s something even better than that.
Aside from providing podcasting services to those potential customers, I could also scale up Ryan’s business by offering certification courses for those hot leads.
Instead of just putting content out there for them, I can teach these people how to build and run a podcast agency (with Ryan facilitating this service, of course). And that would also mean that I get a commission for anybody who takes the certification route.
It’s a triple win for me, for Ryan’s agency, and of course, for the customer.
To better understand this whole business process, I highly recommend you watch the full episode as I demonstrate step-by-step how you can build a business from nothing by leveraging someone’s business.
You don’t want to miss this one!
If you have any questions or you want to suggest a topic for the podcast, shoot me a message on social media or in my text community (917-636-1998) and let me know!
If you’d like to get bonus Performance Marketer content, sign up for my SurveyDetective VIP waitlist!
🕵️♂️ Sign up for the SurveyDetective VIP Waitlist HERE
I’m looking forward to hearing from you!
See you next time!
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Eric Really enjoyed listening to this. Keep up the great work!!!
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Eric Beer 00:00 Ryan Helms 00:03 Eric Beer 00:03 Eric Beer 00:19 Eric Beer 01:00 Ryan Helms 01:10 Eric Beer 01:13 Ryan Helms 01:16 Eric Beer 01:17 Ryan Helms 01:18 Eric Beer 01:19 Ryan Helms 01:53 Eric Beer 01:57 Eric Beer 02:52 Ryan Helms 03:27 Eric Beer 03:34 Ryan Helms 03:37 Eric Beer 03:39 Ryan Helms Eric Beer Eric Beer 03:48 Ryan Helms 04:03 Eric Beer 04:15 Eric Beer 04:19 Eric Beer 05:46 Eric Beer 05:58 Eric Beer 06:02 Eric Beer 06:17 Eric Beer 06:24 Eric Beer 06:28 Eric Beer 06:39 Eric Beer 07:06 Eric Beer 07:12 Eric Beer 07:21 Eric Beer 07:30 Eric Beer 07:51 Ryan Helms 07:54 Eric Beer 07:59 Eric Beer 08:10 Eric Beer 08:53 Eric Beer 09:30 Ryan Helms 11:39 Eric Beer 11:44 Ryan Helms 11:57 Eric Beer 12:01 Eric Beer 12:30 Eric Beer 12:35 Eric Beer 13:19 Ryan Helms 13:34 Eric Beer 13:37 Eric Beer 16:26 Ryan Helms 17:52 Eric Beer 17:57 Ryan Helms 18:08 Eric Beer 18:11 Eric Beer 18:39 Eric Beer 18:40 Ryan Helms 20:53 Eric Beer 20:57 Eric Beer 20:59 Eric Beer 21:05 Ryan Helms 21:34 Eric Beer 21:35 Eric Beer 21:57 Eric Beer 22:04 Eric Beer 22:27 Would you like to learn how I built my business using other people’s money? If so, then join my 21-day challenge at performancemarketersecret.com. I look forward to meeting you and welcome you into my family. And remember, results don’t lie, but the people who don’t have any do. Thanks for listening.
You offer short-form content? Yeah, right?
I need to make money. So I ask you if I can promote your offer as my service, and then you execute on it, and you tell me what you're going to charge me, for me to go out and promote that I can do short-form content.
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I’m looking for entrepreneurs to join my affiliate army built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along as I learn, apply, and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer podcast.
Well, here's how it goes, Ryan. Okay, micro-content. What do you charge?
Let's just say I charge 3000.
3000. So what are you gonna charge me to bring it odd?
That would? That was easy. All right. 3k to the market. 1500 to Eric. Okay, so now, Eric has a micro content division, part of his agency. So now I go out to my clients. I'm a better sales guy than you are. So I sell this for 7500.
Oh, you. Bastard.
And I'm gonna give service because I'm not only giving the service that you provide. And the reason why I can charge more is because I'm also going to give service for what I'm going to provide. So I'm taking two experts putting it together. And I'm taking all the value that you bring to the table, in addition to the value that I'm going to bring to the table. So if I were to look at it as if I were to charge them without the microservice, I should charge them x. Right, plus that. Right. So ultimately, I'd be trying to figure out how to do something in that in that area is to get them to see that. It's not just what the deliverables are. But the other value that I'm bringing to the table. You feel me? Yep, right. So ultimately, all right. All right. Make 5k 6k a client. Yeah. And then that's monthly, right? Yeah. Right.
So if I can get one client per month 6k. Month, one, month, two, 12k? 18k, right? Yep. month six on that. 36k. Month 12 72,000 per month, recurring. And I really don't have to do anything other than just checking to make sure everything's going well. Because I know you know your shit.
Where would you? Where would you get these clients from?
Next month's free.
I mean, I was actually
Is my next month’s free for the podcast agency?
Is your next month free?
My fees are free? Because I don't know if I should answer that question or not.
Oh, shit. Just charge you. I'll charge you 5k To answer that question. Damn. Yeah, it's funny. If that makes you feel better, so we can just trade money?
Yeah, one for one. Yeah, it's funny. We're talking about this because I was literally just talking to a guy today about literally exactly this and specifically with our shortfall offer as well.
Arbitrage. Yeah, arbitrage. Yep.
And ladies and gentlemen, this is what I do with leads. I'm trying to explain to people, I try to take your business and explain it to you in that way. So you can understand that. And now I do the exact same thing. But I go online, and I generate a lead. And then I saw that lead to more money. And I make a middle. So I can go online ask you to generate a lead. I can go and find the buyer who wants to buy that lead. And then I just have to put it all together. And I'm not the one doing the lead gen. And I'm not the one that's doing anything on the ad side. Not buying it. I'm just using their money to buy that, and I'm making them middle. Yeah, so I come to you, and I say, Hey, Ryan, you got a database of 5000 people, right? That are interested in podcasts. And let's pretend like you're not my guy. Okay, so here's the 5k that you owe me. I can go to somebody that I think has the relevant people and ask them to promote my offer to their marketplace. I do some sort of deal with them. And I tell them what I'll pay them. Whatever might whatever that deal is, yeah, I could do it on a lead. I can go and create a survey and say, people, you know, what type of podcast is right for your business? For every person that signs up for that, for that survey?
I'll pay you five bucks. Pay 10 bucks. Right? So he put he promotes it? Right, so the survey goes out?
Well, that thought I'm holding.
What podcast is right for your business? What type? Right, I build it out.
I talked to my friend Eric beer, he builds me a killer… killer survey.
Crushes it. We promote it.
We say we're going to pay $5 a week. Okay, guys, got 100,000 records. He promotes it to the record, I haven't done a webinar than anything.
Okay, now we go do that. 100,000 Let's say 10%. Open, and 1,010% click rate. making these numbers up, by the way. And let's say it's a 50% conversion rate. So
500 leads, told the dude, I would give them five bucks a lead.
I owe $2,500. For that drop. Now 500 people that are in my database who have given me answers to a bunch of questions.
I know a lot about them. And here's the thing, at the end of the survey, on my outcome page,
I have an action that I want them to take that action is that actually can be you know, a five-day free challenge. Okay, so let's say we do that. And let's say of the 500 that land, let's say that 30%
What's 30% of 500 150?
You're asking the wrong person, brother. 150? I don't do public math. All right.
150. Great. And then let's say that free challenge, why not? They clicked… they went through this whole thing, we're probably going to see a very high conversion rate. Yeah. Right. So let's say that,
We're gonna say 75% sign up, want to do let's do 50% Just for using numbers, often. For free, is 50% conversion 75 people? 75 people opt in for the free challenge. Okay. Okay. Now, through the free challenge. I'm going on day one, day two, day three, day four, day five. Let's say I don't know. Let's make it up. 50%. If you percent show up. What is that?
37 and a half people are gonna show up. The half is like, person that's like there but not mentally there. And of that 35 37% we ended up closing 10% of those people into our program, whatever that program is going to be. So 10% conversion rate. So say we close three people 10% 37. If let's say you had three routes, it's more so let's say four. We close four people. So bad temperature, little retention.
Let's hype us circle say that you charge 997. So that's an excess of 9729 and seven, whatever. Alright, so that's a little under what? Four grand? Yep. 3990 or something like that. Then I have these four people that I'm going to try to convert into your client They're definitely going to be good hot leads. Right? Right here, I'm teaching them how to how to be an agency and create content, check that you're teaching people how to create content, how people are going to create content, and they're gonna have their own agency to do the same thing you do. You're gonna, you're gonna facilitate all that. And then anybody you upsell into a client would be, I would be getting a commission on that. This is very different than what we just described on that. Right, but if I met them how I was going to figure it out. But bottom line is, regardless, I'm still up 1500 bucks, a profitable 1500 bucks, and then we even started doing anything. By the way, when you do the five-day challenge, here, you put some like VIP stuff in there to try to get some credit cards on the front end, and then you can do this weekly, monthly. Oh, by the way, now you have 75 people in nurture to try to get into a program, get them to a virtual event, to sell. And this all started with a buddy who has 100,000 records in their database. But guess what, we don't rely on bodies to go out, and we find relevant data to find relevant lists, we find things in the market for people that we would want to work with speech to speech to, you can make you can make $25 million, but this where…
Where do you say where do you typically?
Sign on the dotted line? I'll send it to you sign on the dotted line. And then we can do that for you. I imagine there's like less brokers or something. Yeah, there are definitely this brokers. But now.. why would you do that? Do you know your customers?
Are a new type of customer? It is yeah. You know, your customers,
Right? You don't anybody that's like pushing that they should create content online or should start a podcast channel or start a YouTube channel or just keep posting or anybody like that? Yeah. Somebody suggests that. Yeah. I think I have who, like click funnels? Oh, what's the… what's the guy's name was the dude's name? I forget his name. Russell. Oh, shit. Russell Brunson. Yeah. Yeah. What do you tell people to do? Publish?
What do you do? publish? Publish for you. Do it for you.
So can you go and get people, target people anywhere you want. Maybe he doesn't want to email. Maybe you can target them. And another way, we know what you're looking for. You can even like leverage that Russell tells you to publish. Russell tells you to publish. So what type of podcast is right for your business? Russell tells you to publish? What type of content should you be making for your business? answer a few questions. And I'll be able to tell you exactly the type of content you should be creating. For your business. Right here right now today. Click the link to get started. And I will see you in less than two minutes. On the other side.
Let's go baby, go, go go. Bam, answer questions. The land you create your segmentation? What are your segments? You're gonna have to figure out your segments are? You don't know already? How do you want to? How do you want to customize the messaging?
Like the marker, you're telling me that on my desk? What?
Well, in your second year, I'm just trying to show you segments. Right? So there's your segments, your four segments, and then your outcome? This is where they opt-in? Is their results. Welcome. Questions you would create a custom video for each often you create a custom video for each outcome, customizing messaging, relating to the people speaking to their exact challenges and disbeliefs their problem that they have, I'm afraid to publish, or I don't want to publish but I don't really know how to I don't know how to create a podcast or like uploaded into Apple and edit video and I don't know where I'm scared shit to put myself out there. Or what? What are… what are the challenges that you.. that you find? So you're going to segment them by that? Right. That's what you're going to tackle for each person. Now, what are the types of content that you would recommend? YouTube…
Ryan Helms 14:49
Eric Beer 14:52
Whatever. I don't know. I mean, that's why you got to figure out is it what type of content should the president should be treating blog posts? Should you be creating a podcasts or should be recording a YouTube video. YouTube?
Eric Beer 15:03
Should you be doing all three? Should you be doing TikTok? Right? Like, that's the big promise you're making? You got? So you need to understand like, boy, is there something in your business of why you would do it for one person versus the other? Is there? Yeah, for sure. Okay. So that's how you do it. I mean, we're, we're halfway home of doing this. So you're asking a few questions to really figure out, like, who are they? What type of podcasts should we be pushing them towards, what type of do to protect whatever that is, and then you're gonna give it to them. But what's the reason why this is what you're like, This is your situation, here's where you're at, based on your situation and where you're at, in your particular business. This is what you should lead with, here's the reason why you should leave with that. Yep, right, pop up, pop up. And because you took the time to be here, I'm going to offer exclusively for just the people going through this survey, a five-day free challenge, where I'm gonna go live with you. And I'm gonna take you step by step of how we do this, how you go about doing this, if you want to do it on your own. If you're somebody that already has a business, if you're somebody that doesn't have a business, but I'm gonna show you how you can do this for others. I'm gonna certify you as a, as a Ryan Helms expert by like, bam.
And then, once I do that, you can go out and pitch this to other people. Oh, by the way, not only that, when I certify you, I'm going to, I'm going to, I'm going to give you my team. So really, you're gonna go out and you're gonna go sell, I'm going to give you my team. And then I'm going to take all that cost of the table, and we'll do a rev share. What are you doing in that case? What are you doing, you're, you're just you're right there, you're arbitrage someone just paid you to sell for you. someone just paid you to learn. So that then you can show them how to sell your services. They don't even need to actually do it. They seem to understand it and be able to sell it. And then you execute on that. So you got paid for someone to work for you to go out to the market and bring more clients in a new fulfill. Because you that's that's where you're, that's where you're awesome. Right? You know, you know, process procedure, you can scale the hell out of businesses, right? You don't love the sales aspect of it. That's not your jam. Jam is the operations and the procedures and getting shit done. Right, you need salespeople. So, do the people that don't have businesses that need it? To teach them? Everything about your business? And the tail end? Just say but, and by the way, guess what? You're gonna have to do any of this stuff I'll do for you if you want, right, here's how to do it. But if you want, I'll actually I'll I'll deliver. You just gotta go sell it. And we'll do 5050 Or share.
Make it sound so easy, man. Boom.
Ryan's owns a yacht. Brian owns a Yeah. Ryan Jones. Uh, yeah, an airplane.
You own a yacht yet?
I'm not a sea guy. If I get a yacht, I'm gonna park it right in the Atlantis. And never move it. Just leave it there. In the Bahamas. Yeah, now my thing ally gets seasick. Although with a yacht is like a house on the water, a little bit different. But I do not know. I'm waiting for XRP to make make it happen. Yeah, me too, bro. XRP hits.
Let's go already. It's
taking so long. It's so frustrating. You just gotta like joy, frustrating. But in any event, by the way, it is easy. I get in my own way when I do for myself. So I understand your struggles. But honestly, dude, you could do all of this. This is not hard. This has been done, except for the awesome survey part. You mean? You want me? We could do awesome stuff with survey tech. And we could do it. Literally. Right? It starts with a survey goes into a challenge. The challenge goes into what whatever your core offers. If you have a training? No, no, no. You only want to do Done For You services.
Ryan Helms 19:21
No, I mean, we're launching a course this fall. Okay.
Eric Beer 19:25
Well, then you can.. you can go into a certification. That's really where you should focus. Go into a certification. Why do you say that? Because then that builds your Salesforce for you. You're like, every month you do a certification program, and you get people to like understand what you're doing over a period of time. You got more people in the street selling for you. And then, when you do start to target people for different niches, and you get those people to focus in their specific niche. So the focus you could do with agencies, agency owners, give them another offering To certify them, they can put your badge on there on their sites, they'll pay you to learn. And then they're going to sell their services to you, for you. If it's a big-time agency, just do, you know, get them through, figure out what you want to do here, get to know them, show them the opportunity, that's a way for you to scale your business with tapping into people that already have the trust of other clients. Because you don't like sales. It's not your thing. Right? So if that's the case, then the idea is that you leverage my relationship with my people, right? That's what all those guys do anyway, to Dream 100. You just have to position it the right way, and show why there's an opportunity. Who would this be simple low-hanging fruit for? Or maybe you tap into somebody else's programming, you add it as an add-on with me?
Have you seen anyone do this with like an agency type offer? Well,
What do you mean? Like offer white label services?
Yeah, sure. All the time. Happens all the time, all over the world? Absolutely.
There's tons of companies that offer things that you don't even know that it's not theirs. Like I can offer your services. If I like sat down and focused on and talk to my clients, yeah, I can help you all this stuff. It's not that hard. You and you're good at all that stuff. All the stuff that you're like, like, what do I do is, you're just your challenges, the cutting the deal with figuring out how to like, get the agreements in place. I can do that for you. You could do that for yourself. I could show you how to do it. It's gonna cost you monetarily when
You're in a good mood today.
I like it. Now, my podcast is becoming free. And you're learning from me know your business in ways without having a salesperson. I just gave you ideas on how to grow your business without hiring salespeople or doing any marketing or sales for your agency. Right, like magic.
So everybody out there, you heard that? Thank Ryan for this because you want to do it wrong.
If you want some micro-content, I'm offering micro content right now. I'm offering podcast services. I'm offering YouTube services. Come talk to me, and I'll let you know what the deal is. Love it. Oh, Farm Agency. So come on over, baby. I hope you get published all over the world. Just come on over. Call me. Text me right.
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Would you like to learn how I built my business using other people’s money? If so, then join my 21-day challenge at performancemarketersecret.com. I look forward to meeting you and welcome you into my family. And remember, results don’t lie, but the people who don’t have any do. Thanks for listening.