007 | Justin Brooke | Founder of AdSkills.com & HappilyUnemployed.com
Proud southern businessman obsessed with being the best father and marketer in the world, Justin Brooke has the determination and track record to reach his goals. Justin Brooke’s meteoric rise is due to his media buying genius, great blog, hard work and his story shows that you really CAN turn your life around! He also recommends great books like “Traction” by Gino Wickman – if you loved E-Myth, you’ll really love this!
Justin Brooke is well known for having been Rich Schefren’s personal traffic guy and he got his start with just $60 in an Adwords account and turned it into 6 figures.
Since then he has spent $10MM+ on ads, acquired 50K+ customers for his clients and is now founder of AdSkills.com, SevenFigureFreelancer.com, IMScalable.com, & HappilyUnemployed.com
His clients include Snuggie, Trump University, Michael Masterson, the owners of Empower Network, Rich Schefren, Russell Brunson, StansberryResearch, George Rivera, Kent Clothier, and many others.
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Nicola: Hi, I’m Nicola Cairncross and you’re listening to the Money Gym Podcast where I interview successful entrepreneurs and investors and ask them if they could go back in time and give their younger selves one big tip about money, what would it be? I really hope you enjoy the show.
A proud Southern businessman obsessed with being the best father and marketer in the world, Justin Brooke has the determination and track record to reach his goals. His meteoric rise is due to his media buying genius, great blog, hard work, and his story shows that you really can turn your life around.
Justin Brooke was well known for having been Rich Shefren’s personal traffic guy, and he got his start with just $60 in an Adword account and turned it into six figures. Since then, acquired 500k plus customers for his clients and is now founder of adskills.com, sevenfigurefreelancer.com, iamscalable.com, and happilyunemployed.com.
His clients include Snuggie, Trump University, Michael Masterson, the owners of the Empower Network, Rich Shefren, Russell Brunson, Stansberry Research, George Rivera, Kent Clothier and many others. Justin really knows what he’s doing when it comes to buying ads, and I’m a member of adskills.com, too.
How did you learn to charge what you’re worth? Were there models that you copied of other agencies, big divining agencies, and how did you feel about charging decent money for your services? And how are at managing the money nowadays?
Justine: I would say, I would start out by saying that I have realised that I am not the guy who gets ahead in life because I am super smart. I have my smarts. I don’t think I’m stupid or anything like that, but I get ahead because I’m willing to make the mistakes, I’m willing to wake up earlier, I’m willing to work harder.
I’ve realised that that’s how I get ahead. And so, I didn’t know to raise my prices. In fact, I started out by undercutting everybody. The classic mistake of, “I’m going to win on price, “I’m going to charge lower than all the top guys are “because they are leaving this,” I saw this hole that was open. Most of the top agencies, they had a minimum of $25,000.
You had to spend $25,000 a month to work with these guys. And I was like, “Well, there is this huge market of people “that are willing to spend $3,000 to $5,000.” I quickly learned that those people, the reason why they only can spend $3,000 to $5,000 is they don’t have the established sales funnels yet to be confident in spending $25,000.
So, I learned, that’s kind of how I learned everything, really, is a lot of trial and error. I learned, quickly, that these guys didn’t have the types of sales funnels that would convert, that would get an ROI, and that’s why the guys charge more.
I started charging more money. I just said, “Enough with it. “I can’t make my customers happy, “unless I charge a minimum of $10,000, “because if I don’t charge the $10,000, “then they don’t have the right type of funnel, “and they’re going to be mad at me “’cause I’m going to spend their money “and their not going to get anything back, “they’re not going to get anything back out of it, “and it’s not going to work.”
My minimum of $10,000 a month is not because I just would jack the price up and I want to charge it. It’s actually a filtration to make sure that I’m only getting customers that I can help, that I can get a positive result for, and that has really helped me. That’s how I’ve gotten to charge, increasing my prices.
I also hired a coach along the way. I have had a coach, if you listened, I’ve had someone mentoring me or coaching me the entire way through, and I think that everybody should. Every Olympian standing on up there receiving his gold medal has a coach that is clapping for him out in the audience.
Every athlete has a coach. Tiger Woods has had a coach his whole life. It gives you the accountability, and it really, what I love about having a coach is you have someone that is not emotionally tied to the business. Somebody who can still think logically about those criseses that you’re having.
Many times, I feel like I’m having a crises and then I talk with my coach, and I’m like, “Oh, you just do this, this, and this,” and it’s solved. It’s like, “Ahhhh.”
Nicola: If you talk to your family, they get all worried for you, don’t they?
Justine: Having a coach helped me increase my prices, and he helped me create packages out of my services that built more value ’cause that was my worry about increasing my price is people, I can’t just increase my price with no justification. And so, he showed me how to justify the price and all that stuff. And so, that’s how I’ve gotten there.
I guess the next part of the question is how have I learned to manage the money now? And that’s so important because making it is one thing, and, again, another lesson from my coach, he always told me, he’s like, “You’re great at making money, “but it’s not about how much money you make. “It’s about how much money you keep.”
That is a lesson that he has drilled into me over, and over, and over again. And so, he taught me about using a proforma, which is basically a complicated spreadsheet that I never liked to look at. This is the part my wife does, she does the finances, and much better for a woman to manage finances than a man.
Nicola: Well, we’ve done it for hundreds of years, haven’t we? That’s the thing. It’s good.
Justine: Yeah, so the basics the proforma projects out 90 days at a time, what our earnings are going to be, what our costs are going to be. Everything from how much gas money, every bit of money is accounted for, both earnings and expenses in this proforma. That way we know what’s going to happen, and we’ve budgeted for wiggle room in between.
That way we know, okay, well, we normally have, we normally spend a range of this. It could be as low as this or as high as this. That way, if there’s mistakes… When he taught us how to use a proforma for our expenses, that was when we were able to really start putting money away, and really having real money, sustainable money.
Nicola: It’s such peace of mind, it brings such peace of mind, it’s unbelievable.
Justine: Absolutely. We started to pay ourselves paychecks instead of to say–Yay! All of the money that is left over, is our money. No, no, that’s not how it works.
Nicola: And it does because I’m a very visual person, and some multimillionaire friends of mine taught me how to do, well, we call them ‘cashflow forecasts’ over here. And he said, “Well, most people make the mistake “of doing a monthly. “What you need to do is do one weekly, “and reconcile it weekly to your bank account.
“Make everything that’s happened in bold, “and everything that hasn’t happened, “decide whether you need to leave it along the week.” But because you can project out, and I actually do one for the whole year, and then I do reconcile it weekly.
Even when you got no money, it makes you sleep better at night. And the other thing that it does is, I think it subconsciously gives you the feeling that if you start to earn, when you start to earn big money, you’ll be able to manage it ’cause that’s one of the fears people have, isn’t it?
Justine: What you need is confidence around your money.
Nicola: No nasty surprises, either. Being able to go to the cash point and give your card over and the rest of your money. I know you’ve had hard times, so you must have experienced that. It’s grim. Good stuff, okay, so loads of great habits then, around your money.
What do you think you’ll be investing in one day? Are you keen on real estate, or do you think you’d like a pop at the stock market? Do you have any future investment plans?
Justine: You know, in my very early days, we used to teach people how to buy and sells websites for profit, and I am really sold that one of the best investments, one of the most underrated investments, is buying websites from other people.
There are kids in college who build up these websites and then they just need to sell them because they need money to pay for the next semester, or whatever. There’s hobbyists who build up websites about various niche topics who then, they outgrow the website and they can’t handle it anymore, and so they need someone.
When we start investing, obviously, we will diversify our money and we’ve already started some investing. Shaun has been looking to various things, but one of the biggest things I’m going to be focusing on is building a portfolio of websites that we have acquired, and using our outsources to run those websites. And that will be how we build up our cashflow and make our money work for itself.
Nicola: Yeah, that’s an awesome idea. I keep going and having a look at Flippa occasionally to see if there’s anything on there that I fancy because I quite like the idea of buying something for traffic. We know the skills people, we could add value to a website the same way that some people add value to businesses and then sell them on.
Justine: Absolutely, and once you have a network of a couple of websites in the same market, you can really start making a lot of money with advertising. Big companies will pay you a large sum of money to advertise when you have a network.
One website may be only getting you so much traffic, but when you have 10 websites in the market, all on various topics of the market, you can really start making a substantial amount of money by leveraging that network. And then reselling that network for 10 times what you bought it for.
Nicola: You’ve been listening to Nicola Cairncross on the Money Gym Podcast. If you’d like to find out more about the Money Gym and how we can help you become more financially intelligent, just come on over to the moneygym.com, we’ll see you over there.
If you want to get control, get out of debt, make more money then grow that money by becoming a confident investor, check out the amazing offer we are making around “The Money Gym” book today!