Anthony Moto: Aerospace Engineer Turned Serial Entrepreneur

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“The real story goes back to hero's journey, where the customer is the hero. The hero has a problem. That problem is triggered by something and along this journey, that hero meets a guide that gives him the plan. That plan is to help him overcome the quest to get the end results which is to be the hero. To bring it back into marketing, your customer is the hero, that’s the story you need to tell. It’s just so happen that in this internet marketing space, people think that, that story is about them.”Welcome to the Content Supply Podcast. I'm Dallin Nead and each episode we bring you an inspiring brand, creator or message to help you discover how you can experience success and your business. As we unpacked stories and strategies about all things content, and growing a successful brand. So this is just the whole discovery process for all of us. We feature a variety of different brands on the show from entrepreneurs, entertainers, copywriters, marketers, coaches, athletes to designers, filmmakers, photographers and many more. All brand owners all creators. So it's my belief as with many others that every company is a content company. And has to be one to stay relevant and competitive. Because let's be honest the internet is so full of brands that it can be very easy to get lost in a crowd. So quality and effective content really separates you. That's why Content Supply was created to supply brands with ongoing custom content so they can engage with their customers by providing value telling stories and making more sales. And when we say content, I'm talking about video, audio and written or image all and everything in between, all those. Content creation and building a business is really hard. You never finish the building and creating even after you experience some success, you have to keep going on the journey. Content supply was created to be a resource, a community and a solution to fill that large gap of content. So thanks for joining the show. Now let's get to the interview.Anthony Moto is an Aerospace Engineer turned digital marketer or serial entrepreneur. He’s got one heck of a story that I believe you find some experience in, and in this conversation we cover everything from purple cows to brand storytelling, and brand storytelling that actually matters. So the internet died in the middle of our conversation, we kept recording, his audio just change a little bit, but it doesn’t change the fact that you can still hear him and little nugget side he’s talking about, as well as me. Dallin Nead : Anthony, super appreciate you join in this podcast.Anthony Moto : No worries. Dallin Nead : So let’s jump back into why you gotten to digital marketing.Anthony Moto : So, this is the crazy part. I was Aerospace Engineer. And I used to designed satellite and telescope basically went up and map lighting and all this other stuff. And I work basically my life through college and then a little bit afterward. And by the time I graduated, I was an overpaid paper pusher. You know it sounds much more impressive than it actually is to say, “Oh yeah, I work on top secret stuff.” But the reality is, they paid me for my signature. They was, “Hey I need you to change this from 2 inches to 2 and a quarter inches.” Then sign off on it because you’re an engineer. So I didn’t really like that job and I eventually ended up getting fired from that job, not necessarily because of bad performance but my company had just been acquired and they relocated me to San Diego and I just had a world class war here. You know him and I clash all the time. Because he want to duct-tape everything and I said, “No, the stuff has to be saved.” you know. So I ended up getting fired from that job and I said, “Okay, well. I don’t want to be an engineer. This sucks. This is retarded.” And I had just swirl ball experience so decided to invest in real estate and at the time, I think this was 2010, 2011, the real estate market was just like climbing, just cranking. So, I bought a house in Riverside County, and just by living in the house, I made $60.000. And I didn’t do anything, I didn’t flip it, and I have roommates paying for my mortgage like nothing was really even out of pocket. So, I said, ok I lost my job, I have to, I should do this again because I don’t want to be engineer again so I decided, okay I’ll take 6 months get my unemployment checks and go invest out of state because by now the real estate market started going up and I can’t afford in California anymore.Then I went to Atlanta, I bought 2 houses out there and I was referred to a contractor through my real estate agent. And here is where the sour side happened. I didn’t know something called “Contractor Fraud” existed. So basically, I pulled the hard money loan to pay for these houses and I put 50% down on these houses, for the guy to start fixing it up and he starts doing it. And all of sudden he walks away with $100.000 and didn’t do a thing. So here I am, I don’t have a job as an engineer anymore, I’m on unemployment, barely running out like last few months here and the dude just robbed me $100.000. And, so, I was contacting him, I was contacting every police department, they wouldn’t do anything, a lawyer wouldn’t do anything because it’s a federal matter and they want it like 30 grand just to sue the guy. The couldn’t even guarantee my money, they just want 30 grand and said so, “Yeah we win, if we win, we lose, if we lose, you still owe me 30 grand.” So basically I have to fire him because I couldn’t do anything else and I couldn’t prove fraud or anything. And I ended up driving out to Atlanta and living in this house without water plumbing or electricity and bullet holes, sleeping on the floor besotted with my two dogs and stuff like that. And for all intensive purposes, I was homeless. I was homeless for about a year and a half doing that. And so, the climbing gym, I’m a rock climber, so the climbing gym was my shower. I would go take a shower over there every day, I would eat canned chicken for three days straight, you know, I didn’t have a toilet so I was literally pooping in a bucket, because it was so dangerous outside, I would go outside and people are selling drugs and there are hookers are right outside my front door basically. So I just stayed in, like had my cold chicken. You know I went $40.000 more in debt just to get this house habitable enough to sell it as it is. So, I ended up selling it as is to an investor and you know, by that time, I have no idea what I was going to do because it was a year and half I can’t go back to work and nobody wanted to hire me anymore. Because I have been out of work for too long. And, you have to picture this. I’m $100.000 in debt of borrowed money, then I’m $40.000 in credit card debt and I can’t get a job besides maybe jacking the bus, with an aerospace engineering degree. And so, I was like, “Oh my God what do I do?” But this is, I say this is the worst and the best thing that ever happened to me. Because at climbing gym, where I took a shower, I met this guy, and he sold used books on Amazon. And he would drive around to thrift store and you know, drive up and down creation, go to libraries, buy these books and flipped them. He used, he showed me his number I think he was making like $120.000 a year doing it. And so I had no other choice I came back to California, and that was the first thing I did, I took 50 bucks, I went to local thrift store, I started picking up these book, and I remember I made my first sale while I was like sleeping, you know. It was 4 in the morning, I saw the book called “Save The Cat” on screenwriting or something like that. And you know, basically that got me hooked. So I started driving up and down California and picking up all these used books. And I have these books shelf in the room and I was stacking these book, I was cleaning them, scanning them, sending them to Amazon fulfilment centres, when customer placed an order, Amazon would ship it to my customer so I don’t have to do any work. And the only problem was, I was driving all around creation, in LA traffic, and San Diego traffic, and you know it ended up being more work than my full time job. And because I was so heavily in debt, you know just the resources were there, I couldn’t hire anybody because, I’m still, all the money basically going paying out interest, reinvesting an inventory, and so I started thinking other ways to optimise process. So I started wholesaling, And from wholesaling, I learned about private labelling from China. And at the time, this was a big thing. You would want to buy products from China, you slap your label and you do some marketing on it, you list it on Amazon since Amazon owns so much the traffic, you basically sold on autopilot and you didn’t have to do anything. And it worked, my God it worked. I was selling, I think on Black Friday I sold something like 69 units I made $2000 a day and I didn’t lift a finger. There was initial work sure, like I had to send a few emails, I had to take a picture and cover it with the logo myself, write product description and things like that but it worked. And then Amazon put like a review slab on what you hear stories about Google Penguin Slab where people try to work the system, they basically, in order to win on Amazon you have to be on page 1 because nobody goes to page 20. And back then to get to page 1, you give away a bunch of free product in exchange for a review. Amazon would recognise that as a sale then you build a social proof, and so your product starts to sell automatically. But when Amazon started removing all those reviews and banned incentives reviews, it put me back at square one. And mind you, this is still me being in super heavy debt you know, and I had just placed in another order for another shipment of inventory coming to US you know. And so I was like , “Oh crap what do I do?” I have all these inventory and it’s still at the Amazon warehouse mind you, and I have all these inventory, I had no idea what I’m going to do with it. I can’t push product and I did not know anything about marketing. I came across a webinar on building an email list by Mike Dillard. And basically that was the start to entire marketing adventure, I purchase the course, and I was really disappointed because here I thought it would apply to e-commerce, and it was all about selling information at $49 whatever in this. But it gave me the foundation of how to run a business, I gave me a foundation of what a tripwire product was, what lead management was, how to have a court newly offer in up sales and down sales. So that I took and I said, “Ok, these could’ve applied to e-commerce.” So I started thinking, “Wow there’s so much I don’t know, so I started consuming tons of more content, and with every piece of content I consumed, there was a piece of garbage content, I was, you know, that really was the journey of how I gotten to digital marketing and why I’m trying to create a personal brand because I can’t tell you countless hours I spent listening to absolutely garbage content from these so-called internet marketers that talked about funnels and whatever else. And it wasted so much of my time, especially me being such heavy in debt. So I started listening at two at speed to consume information and filtered out whether that’s a garbage or not. And the way I basically saw it was, “Does it apply to e-commerce? Does it apply to software or service? Does it apply to information?” If it applies to everything of all the above, then it’s good marketing. If it doesn’t, if you’re teaching me some, “One step, one dollar a day Facebook hecks” that teaches you how to sell information to other people and teach them how to sell information, I’m not interested. So I started learning from David Ogilvy, I started learning from old school guys, like a Club Hot Gents and all these people and I started, starting the Harmon Brothers religiously to find out why their videos worked, and what the pacing of, what’s of that obviously digital marketer and a bunch of these guys and I basically compiled a huge list of stuff in my head. I have a whole hard drive of just advertising references and swipes and things like that, and you know it really turned me into a good marketer. But by that time I ran out of money you know, because this was like 6 month to a year in the making you know, I have all these product that I paid for, and I basically have to learn how to build a business, from scratch, the right way. It was out any shortcuts. So this took like 6 month a year out of my time and I said, “Ok, you know what, I’m poor now, I’m gonna try to launch an information product and I was just launched so short, I run out of money for Facebook advertising. So you know, I ended up applying for job because you know by now I’m like $50.000 in credit card debt after buying an inventory and all that. And my boss comes up like, “Man your resume stood out.” I don’t know what it is but you’re an entrepreneur.” I know it’s a double edge sword because entrepreneurs can never be employees. And completely true, I’m exhausted everyday and you know, all I can think about is my work and what I’m trying to accomplish and what I want to change in this internet marketing industry. But I really want to bring the foundation back to people so it’s not this, “One step hack or my simple three-step funnel processor” any of that stuff. I really want to bring real advertising back to people so business owners don’t get jerked. I’m a victim of it myself you know, I paid for courses, I wasted countless hours on webinars, that don’t work. So that’s my long story. Rags to riches. Dallin Nead : It such a crazy story. And your day job you do marketing and your side hustles marketing as well right?Anthony Moto : Yeah. So my side hustle is to try to establish a better means of business education for people. It’s really sad because we live in this kind of new age of business education where everything is a webinar, everything is a selfie stick, teaching this Facebook live stuff and they teach you like, “Oh you just host your webinar and things will sell.” Well I’m sorry, I will never be able to sell outside of those headphones with a webinar. And so my whole goal is to redefine how people learn internet marketing and actually teach them the right processes. It’s kind of like how I feel this whole spaces evolving is back then people were just trying to learn how to use the tools, instead of the principles. But you can’t build an aircraft components without understanding physics. You might know the bolts, you might know the threads, you might know the machinery, but if you don’t know the physics, your plane never gonna fly. And it’s the same thing with marketing. You could learn this one step funnel that worked for whatever marketer but if you don’t understand the purpose of a funnel, if you don’t understand the purpose of direct response, if you don’t understand you know, all the stuff, it’s not gonna work. It worked for that marketer, for that product, but you might have completely different product, you might be in e-commerce, you might be in software services, you might be doing videography, or whatever you’re doing. But if you don’t understand the principles, it’s like not understanding physics and hoping that you’re gonna be able to build a car that works. Dallin Nead : The analogy is pretty impactful, in the sense that it’s going back to the basics, going back to understanding the tools, and you mention going back to bringing this big push in the digital, like internet marketing industry and pulling it back to real marketing, how do you refine real marketing? What is that for people who need to come back to the basics?Anthony Moto : Well, I believe you have to practice what you preach. So I run ads span obviously at my day job. I ran a business in the past, you know, I know what I am doing but more importantly if you’re gonna teach something, and you’re gonna market what you’re teaching, then the way you market it, better be the same way Apple would market it, or the same way-- It should be cross platform. So my point being is, yes webinar worked to sell information, webinars would not worked to sell something like a drill. You know nobody, i guess you could hypothetically says it could but nobody is going to give you an hour of their time listening to you talking about a drill. So, bring back certain things like, bring back certain things like video calling you know, you would never see a selfie stick on TV, I’m sorry. You would never see, heck, half of these amateur YouTubers have better quality. Bring back developing an actual marketing story that compels people opposed going back like, “Hi, my name is Antony and da da da da.” Would you really say, “Hi guys my name Anthony and I’m selling Apple iPad over here, you know, it does this this this, you know.” These how a lot of internet marketers, teach internet marketing. You know they said like, “A ran a quick advertising dressed in a Batman suit and I got leads, and so this must be how you run advertising.” But the way I see it, if it doesn’t apply, if those same concept, don’t apply across all different industries, I’m sorry, it’s bad advertising and you’re actually manipulating people because you’re trying to tell them they could quit their day job by doing this one step simple Facebook funnel and I think you’re not practicing the real stuff, you’re not practicing what you preach. So my goal is to bring good video quality back, good storytelling back, a good example of something most people don’t have the budget to do. But there’s this new company that’s out called Masterclass--Dallin Nead : Oh yeah, I got their ads all the time. Anthony Moto : You get their ads all the time and although most of their ads don’t fall the standard direct response, like problem agitate you know, solution call-to-action kind of deal. Even though none of their advertising has that, you still want to take a course by Gordon Ramsey, right?Dallin Nead : And granted they also have the celebrity tying--Anthony Moto : Yes.Dallin Nead : --and they got these A-listers who are like, “Oh, I do want to learn from the best, that’s truly a masterclass.” It breaks down both visually and with images, whether from their films, or their scores, it’s most of them are within the film TV industry and you pulled in by the fact that they did that recogniseable--Anthony Moto : Exactly.Dallin Nead : --piece, and I want to learn how to do that.Anthony Moto : That’s the perfect example, and like I said you know, whoever is gonna view this in the future, I completely understand that most people don’t have this kind of budget or the skill set. A few things, one a lot of the skill set could be learned on youtube, lighting could be learned from youtube, there plenty of cases where they took like 10 year old cameras and just tweak the lighting and it looks HD. Other thing is, we’re working with Chamber Media right now and chamber media did a great, great, fantastic ad for our pillows. And it literally used three locations I believe, a bedroom, a kitchen and laundry room and Travor, Chamber, is one of the actors so obviously that comes as a free expanse. My point being is, you still could provide a very very good direct response video that’s entertaining and not boring, are fairly low budget. And this could’ve applied to information product as well. You don’t have to limited to a webinar. You don’t have to be limited to bad quality selfie stick. You could create a story that moves people that pleased people, that makes people laugh, draws in their emotions. And incorporate your branding, without you know, very expensive equipment. It’s very very well possible. I mean, for God sake, your iPhone shoots are 4K.Dallin Nead : You know, well and I agree with what you’re saying and it’s interesting too because as the potential of doing this and be successful at this model on the internet, continues to grow, I felt like there’s going to be a bubble that burst with all these self-made coaches, internet marketers, brand owners, who granted they’ve been smart without how they approach and hack the system to make it work but it’s been that unique balance between, I mentioned earlier between the creative and the strategy or like, like the science spine things as were many of them lack of creative knowledge but they know the strategy thats working the formula, and so they provide one half of the equation, pulling people in with ,yeah they might have a nice mic,but you don’t, you see them on a webcam, on their cell phone, on their mixed in with slide show presentation. Anthony Moto : Yeah. Dallin Nead : And that got you so far it’s your being sold last with stories, although your stories is incredibly real and authentic and like it is emotional to have you stories told in a professional video would be incredible. But often times, the go-to stories which although maybe true, it’s kind of beaten to dead course of I was on my parent’s couch. Anthony Moto : Yeah that’s not the story.Dallin Nead : Like their selling their “Rags to Riches” and so I might go buy this Bentley although 5 years ago I was on this couch, so you can do this too. Anthony Moto : That’s not, that’s not what we’re trying to sell when we sell product. When we sell product that’s not the story. Your customer doesn’t care about that story. The only reason people teach that story, is because they for whatever reason thinks that the customer could view the story. The real story goes back to hero's journey, I think by Jack Campbell where the customer is the hero. The hero has a problem. That problem is triggered by something and along this journey, that hero meets a guide that gives him the plan. That plan is to help him overcome the quest to get the end results which is to be the hero. So it’s Jack Campbell hero’s journey. To bring it back into marketing, your customer is the hero, that’s the story you need to tell. Not necessarily The Rags to Riches. If The Rags to Riches falls into that, great. But the actual story you need to tell is,”Hey, you’re the hero of this movie, my product can help you solve this problem that you’re overcoming. I am, my brand, whether be personal or be corporation, my brand, is the guide, and we’re going to give you this plan, aka the new Apple iPhone or whatever it is, and that plan is going to help you overcome your obstacles, objections, and all this quest, so you could fulfill and step into your role as the hero. That’s the story we need to communicate with our prospects. It just so happen that in this internet marketing space, people think that this story is about them.Dallin Head : Well that’s a misunderstanding about what story is too actually. I mean you hit on them with the hero’s journey and the way we break it out is you have the main characters, being at heart of the story has the desire want to accomplish something. Be that solved their problems usually, and so they sent on this journey. The hero’s journey right, and along the way there’s conflict. And then, the relatable part on the most impactful part is how they overcome that conflict, or maybe they don’t. But it spread the resolutions and that’s kind of the, it’s the whole idea of accomplishing and the desire with struggle in conflict. Andrew Stanton he’s the writer at PIxar and he directed it too. He did a Tedtalk where he breaks down the element of good story because we all know Pixar are incredible story tellers, and he talks about the make-me-care element. Do I care about the characters? You know, you could write an incredible script, or you could create an incredible product but how you make someone care about the product. What makes it impactful and how can they have an emotional response for experiencing whether your content or the product it self, what value can it provide. So it’s interesting too because the marketer, you know, the internet marketers or other brand owners, I mean it goes far beyond just the internet marketing industry, these buzz work. Yeah how can you make someone care and how do you define these tubby words you know. From the words story or the word authentic. Anthony Moto : In my opinion, this goes back to dating. The reason you date a guy or girl is because you think that they are cool beings you know. You like them as a person, you might initially be attracted to how they look or whatever but at the end of the day what’s gonna make you stay together is the fact that, you know they’re this fun lovable person, you’re this fun lovable person and you guys match. And when it comes to your brand or your product, you need to hit all that emotion. You know everybody has this unique specific art type. There are people that are humorous people, there are people that are this big macho man, right, but your product need to tailored to who they want to become. If this awesome stainless steel hunting knife that’s you know, black powdered coated is going to make them feel like this macho man, and that means that your product advertising need to convey that,”Hey I’m this badass stainless steel hunting knife, and by buying me, you could solve your problem of insecurity, of wanting to be a macho man, you know. And my point is, at that, at the end of the day, that is direct response, that is selling a product. And back to what you’re talking about content, content is just a means of delivery of that. You not always going to get that 2 minutes video to communicate everything you need, because people’s attentions span are shorter and you’re gonna need more touch points as customers and people are becoming immune to your marketing. So content is going to be increasingly more important. Because what’s gonna happen, they’re gonna see your ad initially, and they’re gonna swipe away and blow it off, and they will see your retargeting ad, maybe that retargeting ad is a branding videos that shows your awesome hunting knife, how you could be this awesome grizzly man you know. And they’ll still click away because they’re not ready to buy and pay 50 bucks for a knife yet. And on Sunday they run into your blog article of how you can build your own shelter with this hunting knife. And now they’re starting to picture themselves building the shelter, being this wilderness man versus nature kinda deal. And now they starting to become perceptive and ready to take on your advertising, the next time you do your direct response ad, create the story that if the customer buys the hunting knife, they could be this awesome, crazy manly human being, that’s how you sell a product. You know, you could do this, if you’re really really good, you do this is 4 minutes like the Hermon Brothers. But you know, like I said as people becoming immune to that kind of marketing, it’s going to be more important to do e-commerce because, the Hermon Brothers, everybody start hiring the Harmon Brothers to do humorous videos. I’ve analized Harmon Brothers so many times that, that advertising doesn’t work on me because it was like, “Ok, another same formula. “ You know, but that’s going to eventually happen. And that’s kind of how the progressional marketing started. It’s started with direct response, everybody selling chop and block commercials, that was like when the TV media came in, that was kind of the first exposure. And then once direct response started to becoming less effective, that’s when branding start becoming more important. That’s why people, inside the perfume commercials, they don’t talk about how lovely it’s gonna make you smell, they start talking about you can be this macho player man, you could be this sexy woman, whatever. They never talk about the parfume. They talked about who you could become, that’s the story. The story of the customer and who the customer could become by buying the perfume. Long story short, after that happened, and everybody start copying that, Apple and Samsung both become the next big thing, we goes back to what sets goal and track with the purple cow. It’s no longer enough just about a brand or be direct response. You have to be different. And being different means you solved problems, and this solved businesses, you’re solving problem that the other guy isn’t. It’s not necessarily being better, it’s solving the problems that are lacking in your industry. Dallin Nead : Wow, that’s powerful, what you just said. It’s interesting too because I have this conversation recently actually with my brother who is a sales guy, he loves sales, and he’s really fascinated by the webinar experience. And he wants to become a master at webinar experience or else. What I was telling him is with producing webinar experience that we seen many times, with the clients, with the brands I support with content, I don’t want to be, I don’t want the content to be like all the other webinar because it’s the cut and dry, it’s the voice, it’s the slide show. What their lacking is the creative and the story. Who says you can’t sell and hack webinar experience and there’s always sales funnel that exist in different forms right. But you modify the webinar experience and you tap into storytelling for one, you focus less on like, “I will lead you on this path.” and do all the up sale you know, like you can corporate that and you shortened it down to easily less than 15 minutes, I mean even all the webinar we seen are 45 minutes plus, so you can cut it down even shorter in 15 minutes, you can tell a story and you can just focus on like, just being up front honest like I don’t need to give you all this fluff before hand, over ride you a little value, but I’ll do so by telling a story. I think people got stuck on, “Oh this worked and this webinar formula works so I’m going to keep on doing it.” It’s going to burst at one point. There’s not one jabbity to this models, it need to be hacked. Anthony Moto : So the way I see it is like Disneyland. Disneyland started at one theme park in Anaheim California then they did Florida and now they have China and they have Paris and all of sudden, even though Disneyland is still a powerhouse, all of sudden as they release more theme parks, it become less exclusive. And people become less immune to wanting to go to Disney because it’s right down the street you know, six flags you know, magic theme park encountered the same thing. The same thing with webinar experience, like I don’t want to limit it to webinar but any kind of product you sell. Like I said, back then it was infomercials, and all of these infomercials starting coming out, and people become immune to infomercials and so people have to get more creative and do branding and so forth it’s the same thing with webinar experience.Dallin Nead : With marketing, what areas do you specialized in? what do you specifically focused on?Anthony Moto : You know I would say I specialised in direct response and basically commute with funnels, the ads and the whole creative. If you’re asking me to do like blog, not you particularly, but if anybody would asked me to come up with some blog content and the garbage in that, I found that the most boring work. But by understanding the persuasion of this, understanding how this piece of video is entertaining , things like that. Understanding other sales, that’s what I would focused on probably. Although the mediums different, it’s Facebook, it’s video now, but back then you still have to get attention when you’re sitting in your room, you have to be interesting, you have to get them to desire your product, and you have to get them take action. The same concept. Dallin Nead : Totally and that applies beyond just marketing but others principles right. I mean the cycle’s of society, I mean there’s, it’s a whole of idea behind history repeated itself. And it just, it does in different forms I mean technology is opened up, more avenues for the same principles to be utilised so--Anthony Moto : Exactly.Dallin Nead : And so the process behind video content exclusively or other forms of content too?Anthony Moto : All the forms of content too. I mean at the end of the day, a script is the script, with video content you have to worry a little bit more about how to make it visually appealing, but as far as the words, the words are the words. You know what I mean? So you know, it can be in a form of Facebook Ads, type of script of a video, to an email marketing campaign that uses words you know, things like that. And taking that to whole customer journey, storytelling, so they interested in buying your product. So the stacking of marketing and stacking of trust essentially. Dallin Nead : Is it your goal to eventually pursue your side hustle exclusively?Anthony Moto : I am pursuing my side hustle and especially my goal I’m going to get into, basically I mean I hate to say it but into marketing and teaching the education behind all this stuff but the goal is to, you know I was heavily influenced masterclass and all the words from digital marketer and things like that. The goals basically shakes what a lot of internet marketing is now, that’s like a super passionate thing for me because, you know I was in e-commerce, I got burned a few times and I spent thousands and thousands dollars of courses. So I just want to fix the dishes so nobody else gets burned again and I won’t make it uncanny. I mean I want to take it to another level like I want to turn it into a store, an actual store, where there’s magic card button, there’s wish list, there’s order history, you know things like that with clickfunnels and leadpages and everything else. It’s one actual business like the Amazon or Masterclass. If you go on Masterclass website, there’s magic card button, you know all this stuff. So I’m actually paying a developer right now and coordinate that’s predominantly on my side hustle time and I coordinate it to have exactly I want this website layed out I already have a business plan like how could you lodge this content.Dallin Nead : Interesting. Okay. Cool. I’m interested to learn more about this. It’s cool.Anthony Moto : My first course that I’m going to be offering, we just came up with the name today but it’s called “Precision Proposition”. So what I told you earlier in the podcast, is that you need a unique selling proposition these days. Because back then, direct response of selling net and blocked worked, but it gold old. And then branding worked and then branding got old because Coca Cola, Pepsi got the same brand so people becoming immune to it. And now the only thing that works and the only things that will forever works is to be the purple cow. And I don’t know if you heard Seth Gordon book or, seeing his talk or anything, but he talks about how if your purple cow in the sea of normal cows, you’re the one that stands out. If you’re just a normal cow, and you’re driving by the side of the road nobody will stop to pay attention to you. But if you’re purple, people will pull over, they will take a selfie with you, the owner of that cow will charge 5 bucks a head and you still pay to take a selfie and the same concept to why everybody goes to Paris to see the Eiffel Tower, because it’s the only one around. So,but to be the purple cow you don’t have to be revolutionary. I found out at the door actually 9 things that you could do in order to create a unique selling proposition, just to keep your business different. For example The Dollar Shave Club, they solved the problems, you know and this goes back to our talk earlier, all business is solving problems that nobody else is doing. So The Dollar Shave Club did reinvent the razor. They bought 77 sets razors from Alibaba, what did they reinvent? They reinvented the price and they reinvented the convenience. For the first time ever, you get razors sent straight to your door for starting at a dollar. You don’t have to pay the high margins, get a razor at a dollar, to your door. So that’s an example how you could develop a unique selling proposition without having to create, like this expensive new technology you know, and there’s countless of examples of this. Prime, Amazon shoppers 2 days shipping. First company ever to give two day shipping for Prime shoppers. The list goes on and on and on.Dallin Nead : Yeah. Anthony Moto : Basically I set back and figure it out what made people the purple cow because everybody tells you, you need to be unique and stand out but nobody tells you how. Long story short, I’m gonna be launching this brand and is going to be my first course is teaching you how to create a unique selling proposition so you could stand out from the competition. Dallin Nead : And you’re gonna structure it like the Masterclass platform?Anthony Moto : The website is going to be structured very much like the Masterclass platform where there’s empty cart, there’s buy now, there’s coupon code, obviously I’m gonna implement something like free training and stuff, but instead of entering your email address, I actually hot programming it so you could just press “Continue with Facebook” like you’ve seen on website and stuff like that to log in and it will retrieve your email address and give it an access. It would remove a variant of people things like that. I guess the main structure that I’m planning to structure it with is I want to create a very documentary entertain value type feel into it, where, yes it’s going to sell but more importantly it’s going to entertain a while. So it’s not another boring thing you’re watching. It’s not just another a million other internet marketing videos you’ve seen. So the whole goal is every year there’s a different season teaching a different thing. And it’s very much like a recurring TV show.Dallin Nead : Ah, gotcha. Crazy. And how you would look about sourcing content in that process? Because you’re not initially the content creator but you’re the strategy owner and developer behind all this. Anthony Moto : Kind of both. I mean I can create content, I scripted out a full, I think it’s still on first draft but scripted out full 3 part documentary series on it. I’ve also got my girlfriend who is little more on the creative side. She likes to do creative writing so she helps out with that but you know, we’re still on learning processes. So, you know, because we all starting out with our side hustle and all that you know, it’s you know I’m learning like cinematography as I go, you know what I mean?Dallin Nead : Totally. Well the cool thing is, I mean the cool things about the creative side is, as with many things, that you want to learn it’s an acquired skill, you put in the time, you could learn it and as you mention earlier too the skills to learn different things are available online easily, free or paid. And so, and the tools are more obsessed now more than ever, in creative side or on the strategy side and so it’s, this offering, this platform you’re offering is super fascinating. I’m really interested to--Anthony Moto : You know I’m really passionate about this stuff because I know, first of all, I’ve run an actual business, you know, and other things is I’ve been burnt a couple of times with this internet marketers and you know, I just know how tough it could be getting torn every which way and learning this thing and doesn’t work and learning that thing and doesn’t work and in the end you waste all of this money. I can only imagine if I had kids you know. That’s really why I want to get into this industry and change it because I could very well easily buy more product from China, import again, create a 2 minute viral video with the help of a videographer and then sell but you know, there’s other than might be some fulfilment in that, it’s just, I’m much more passionate in making sure people got started on the right foot. It goes with the talk we had earlier where you can’t build an aircraft without learning physics. You can’t build a funnel without understanding what the purpose of a funnel is. And the purpose of a funnel is either raise awareness or increase trust. And at the end of the day, advertising is advertising you know. It goes back to just be cool, you know. Girls don’t want to date douche boys, boys don’t want to date girls that’s little pricks. It’s the same thing with advertising you know, goes back to authenticity, goes back to are you interrupting the, when they don’t want to be interrupted. Or you know, things like that. Or you’re helping them escape their day job of doom. You know what I mean?Dallin Nead : Yeah.Anthony Moto : You know if there’s one thing I want your audience to hear is, advertising doesn’t change and it’s really as business owner we get really really overwhelmed with it inside out, so we use leads, pages or clip files, or do we use email marketing or do we use Facebook, Google Shopping or whatever. It’s really really easy to get consumed in that and forget what the actual purpose of running a business is and that is to solve a problem that makes your consumers happy. When you could become passionate to that you don’t need to worry of any of these stuff. Reddit, start like a $5 advertising budget doing stickers, you know. So the messages more important, the message and the product more important than the technique. Because the psychology hasn’t change. Human being don’t evolve that fast. Dallin Nead : Yeah, totally. Well Anthony, it’s been real seriously. I really appreciated the time.Anthony Moto : You too man. So we mentioned content and brand building throughout this episode. So if you're overwhelmed with running your business and you know you need more content especially an ongoing constant supply of content that's custom, all in order to take your brand to the next level then make sure to learn more. And check out a website of content supply at So thanks for listening everyone and we'll see you on the next episode.

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