How He Built a $1M/Day Brand Through Bold Marketing and Innovation | Rudy Mawer | EP 56

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Go to selfpublishing.com forward to influence. Influence is psychology at its core and creating behavior change.
So, yeah, I think got taken out of context when like influencers came along, but at a core as a business, you're an influencer. What is up entrepreneur DNA family? I am back with an incredible guest.
I am sitting next to someone that I really believe has really genuinely created a brand and that brand has led to massive massive business success spending three hundred thousand dollars a day on facebook ads revenue of a million dollars a day having celebrity marketer uh being a celebrity marketer and having brands across the globe rudy mauer is here what's up good to be here yeah i'm excited to have you because you know, and my audience knows I'm leaning into brand. I'm leaning into business and what branding can do for your business.
And so first and foremost, congrats on the success of the Amazon TV show. I didn't even put that in the intro.
Amazon TV show, which is incredible. You just got booked for season two.
Yep. Season two is official.
Let's talk about the show. What's it about? Yeah.
So we have a, you know, I, about two years ago, started on this Hollywood venture into TV because I had done a lot of the content brand side and I go, how do I reach a bigger audience? Well, TV is still, you know, the biggest one, I think. So I luckily partnered with a studio and we got this show on Amazon called 60 Day Hustle.
So it's kind of a blend of like The Apprentice with Shark Tank and some other shows mixed in. It's 12 entrepreneurs, 60 days, $200,000 in prizes.
And I put them through six key business challenges that represent key parts of business, sales, marketing, branding, those sort of things. Sharky said said branding right and and that's what i think one of the things i want to highlight today because you've done a brilliant job as everyone can see on youtube if you're not watching this on youtube you should this man's wearing nothing but red i was in his podcast studio the whole studio is red at one point when we first originally met your hair was entirely yeah yeah yeah that's a

brand play why why do something like that uh so i you know my background is i've been marketing my whole life so i've been running social media and ads for probably 14 years now since ads really started on 300 grand a day on spend yeah we got up to 300 grand a day on spend across all of our companies and clients' companies. And, you know, I've spent millions on ads.
And it was easy to make money in the early days just from ads. And then over the, you know, 14 years of doing this, I saw the transition of personal brands and influencers really mattering more.
And I think everyone's seen that probably in the last four or five years, for sure. And that's why everyone's like a personal brand these days.
So I just started paying more attention to it. I just, you know, I shifted with what I felt where the world was going and the consumer was going.
Because, you know, five, six, seven years ago, I didn't have like this famous brand, right? But then I saw, okay, it's more and more and more important. So I'm going to keep doing this keep doing this so you know i still think ads and what i call direct response marketing is important where you can pay to acquire a customer every big company does that but then you also want to have a big brand that you're a household name in your industry yeah and you definitely have that i mean not only that you have a top ranked global podcast yes I like to do everything.
Yeah. And I go all in.
It's like, you know, top podcast, big socials, TV shows. You know, what else can I do? Yeah, and we'll plug all these links down in the comments below for sure so you can find the man and all the things he has going on.
Right now I'm sitting in your studio, so thank you for allowing me to do this here. But you have your office.

You have literally four or five different studios.

You have 70 employees.

Talk about what your business now looks like.

When, what did it kind of start at?

Yeah, so first big business-ish was fitness.

That's where I came.

My parents were pro athletes.

So my mom was a gold medalist in triathlon. My dad was the Great Britain team manager for the Olympic Great Britain team at three Olympic Games for 12 years.
So I grew up in the sport and my weekends as a kid was going to a pro race and hanging out with Olympic triathletes. So I got kind of grew up in sport, got into the gym, qualified as a personal trainer, did that, but not a normal personal trainer.
Like I built my own website and ranked on Google and ran social ads. So I grew this little personal training company, moved to America because the industry was much bigger here and entrepreneurship was much bigger here.
In England, if you made a hundred grand a year, you were like a rich millionaire. And then I grew, so I actually grew my first real fitness business online when I moved to America to about seven, eight million, seven, eight million in sales in my 20s.
Right. So that was my first successful business where I really learned all those marketing skills for those sort of seven years, eight years of doing it.
and then it self-formed an agency because everyone in fitness started asking me to run their ads

because I got my own ad spend up to 20 grand a day which was a lot as a 27 year old seven years now and in fitness they're selling 20 product shoes we had like five six hundred customers a day that's a lot yeah yeah so uh that created an agency i grew that to 40 employees um lots of clients. But then it was like I was now just growing other people's businesses, which I love the marketing side, but I didn't see the longevity of it.
You know, it was good for a couple of years and fun. But then I so before COVID, I appointed us to like a president of that company, stepped out.
And it was really perfect timing because the Christmas of COVID before COVID, I said, I'm going to regrow my own personal brand now in the

business space. Cause I had grown it well in the fitness space.
I had a million followers there.

I had a Facebook group with 60,000 people. I sold out events in Australia, London, around the world.

So big, like I was kind of well known as a fitness sport scientist. And then I go,

I'm going to redo this in the business. So that was when COVID hit.
So what, four years ago? And I really got focused on it. And, you know, since then I spoke 200 times on stages, grew the podcast, the Amazon show, grown my socials.
So done what I wanted to do, which was become more of a guru or an icon in the business space or an influencer. Because I think is just much easier when you're when you're known in that industry and that's really what I teach I say anyone in any business you should aspire to be one of the go-tos in your industry because it makes business much easier so I want to take Rudy back to that decision right because that decision is I think where a lot of listeners watchers right now are probably sitting there is like how do i break out how do i go do this thing how do i brand myself how do i build right now i might have some listeners that are ceos of fortune 500 companies whoever knows but i want to talk a little bit more to the smaller solopreneur yeah who's ready to pull a rudy and say i'm leaving this behind now you gave it to your ceo and that.
But like, then he went out and said, I'm starting all over with my brand, my business, and that's maybe where all the red came from, right? How do you do that? Did you know that publishing your own book is one of the fastest ways to grow your business, to build trust and increase your income? But let's face it, getting started can feel impossible. Mindset hurdles like imposter syndrome and doubt can feel overwhelming and busy schedules don't help either.
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Publishing.com forward slash DNA. Well, I think the first thing you have to do is make the decision, and then you have to commit to the decision, and then you have to go big on the decision, right? Because any big brand, you're not going to win by playing small, right? So Mr.
Beast, crazy big YouTube videos, puts a million dollars plus into a YouTube video. Logan and Jake Paul, super unique, right? You look at all the YouTube influencers, they're not famous on YouTube with 20 million followers because they do normal stuff.
That's right. So one of the, when I looked, and I'm big into psychology.
So when I looked at every successful brand and every successful influencer, when you have a spectrum, they're on an extreme. So the first thing you've got to understand is you've you got to play an extreme and that's hard for a lot of people because they grow up not wanting to stand out as kids where like don't wear that clothing in school because no other kid wears it and you're gonna get bullied right so you have to change how you're brought up luckily i was always the unique kid in school i like i liked being different like i deliberately would go out there and i always quote in my books and stuff like i supported brazil when england were in the world cup in soccer and brazil knocked england out of the world cup so i gotta sit all day yeah no doubt but i like i liked being different so it was maybe easier for me but if not the first thing is like embrace being different, embrace standing out, and then figure out what that is, right? It can be a color, it can be a philosophy, it can be a teaching technique, it can be a quote or a tribe that you build, like funnel hackers, right? Like, what are you going to get people to rally around, right? Make America great again, right? Laws of psychology don't change.
It's just built in our DNA. People want to rally around something.
So yeah, I mean, it's embracing that, understanding you've got to push to an extreme, and then what's the anchor point that people can rally around? So just for pure chaos at this point, did you choose red for any particular reason, or you just said, I want you to stand out? Yeah, well, it kind of goes to what I teach, right? So red was my favorite color as a kid. They say, don't use red in marketing and business because it means warning.
My whole life's about doing the opposite of what people say. And what I teach is how to stand out.
And your flag is white and red? Yeah, it's built around that, like standing out, being bold, defining the norms and and and and you know i think no one in history can say they 100 knew how it would roll out mr beast can't say he knew he'd be exactly here but he had ideas so i didn't know i would be here with crazy red officers a podcast called the red life but it's like i had an idea and then you you learn and and and keep going and so i was doing the red i had this big red backdrop during the first year of covid and everyone was like dude i love your new brand and your personal brand that you built and how it's taking off and all your ads and i started going back to events and speaking after the lockdown period and everyone was like dude the red's crushing it so i was just like taking feedback right i was like everyone loves it it's standing out it's working the feedback's amazing from all these other top people in mastermind so i just get more ridiculous with it so at one point i walked in and everything in the office had to be read and we banned employees not wearing red so when i had grew to 50 staff like they literally got sent home at 9 a.m if they came in not wearing red it was like a unison like like a mcdonald's yeah you can't work at mcdonald's if you don't show up in your uniform that's right i did that so you know we just got more and more crazy with it got red cars red hair like everything was red right so playing to like your thing right and trump did this make amer again. It's like, how do you make it Mr.
Beast goes, how can I take my video 100 grand? Now I'm going to blow up Lamborghinis a million. Now I'm going to do an Amazon show and spend 20 million an episode.
Like you got to play into it. That is that's incredible.
Now you're, I know this, maybe not everyone does, but you're real strong suit will be marketing KPIs, right? Understanding the viewership and the audience. And then the question I want to say around that will be when someone goes out and starts new or is about to start or restarting, what are like some of the KPIs that they want to really be paying attention to to figure out what iteration needs to be done? Sure.
Well, like I'm a data driven guy. So I started in sports science, I have a master's degree in exercise nutrition science, and I was a researcher.
So I'm very data driven because the you know, you would tech, we would literally run laboratory studies where we give half the group this supplement and half without and we look at their blood work or their bench press max, right? So I took business and actually when you look at all the world's billionaires and best ceos are all teased that data is so important so i was kind of lucky that i'm naturally good at that yeah so everything in our business is driven by data so today i had my weekly kpi call i have nine of my team leaders on and they all present kIs. So every inbox, we know how many messages we got.

If they were within 24 hours, first time reply rate, happiness rate, right?

And we take that level of detail to every part of our business, every sales rep, how many calls, show rate, revenue per call, close rate, right?

So first thing is mapping out the KPIs for whatever you do, okay?

Now, to answer your question specifically, there are some general KPIs that you should all track, right? So if you're running ads, you should know the most fundamental metrics everyone needs to know is what's your cost per click, how much are you paying to acquire the customer, and how much are you making back from that customer, right? Like, they're the three things. Now, if you're running social media, you should be looking at how many people are watching it what's the watch time how many people quit after five seconds how many people is it reaching from your organic current following versus non-followers to see if it's hitting the algorithm so you've got to look at it pipe by channel and by goal yeah i think there's a lot of under utilization of understanding what moves the needle and if you start with measuring out of the gate, you're going to be better off.
A lot of people just start, which I would rather someone start than not. But that really can help you move the needle because it allows you the opportunity to iterate, right? Where you know what's not working, so you have to move away from what's not working and iterate too.
Yeah, the data gives you the answers. If not, you're just guessing.
So you always have to follow the data. And I think people don't understand that because I've got this like big red personality and people think I'm an influencer.
But I'm like, no, I'm like a behind the scenes business guy that realized influencer was like the way to go forward. So I became an influencer.
Right. Whereas most influencers that I work with, they have no idea about leadership operations, KPI systemspi systems right so i'm lucky that i have the base background knowledge and then the influencer is like the magic sprinkles on top there's not many people that have both sets of tools right and you do i i want to lean into this because i've been leaning but but again you're talking about being an influencer and i feel as if you know i had bedros coolian if you know who he was on from the fitness stage yeah and he said something that kind of resonated is like influencers like there's not really any influencers anymore because yeah it's not but we're now all influenced that wherever right so now and i agreed with them is now it's basically they're only basically brands yeah and so.
And so you have to understand what your brand says. Yeah, I don't actually class myself as an influencer.
People call me that. And that's right.
I'm like, no, I own a bunch of companies and I have a big reach. To me, an influencer is like an actual influencer.
Like they have 2 million followers. They probably don't even have their own products or maybe they sell merch and they promote random stuff.
That's like original influence. That's right.
Right. I'm a business owner with products.
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Kids learn to earn, save and spend wisely people, I should create more influence. So I think everyone should, don't you? I don't care if you cook.
We did your episode. We were talking about baking cookies and becoming an influencer.
Be the best influencer in that. At its core, business is creating influence.
You've got to influence people to buy and hopefully you influence to then change their life in a positive way. Whether you're teaching them how to bake a cake, you're giving them some clothing that makes them feel more confident or more comfortable you're influencing them how to buy their first house or flip their first home you have to influence influence is psychology at its core and creating behavior change so yeah i think it got taken out of context when like influencers came along but at a core as a business you're an influencer apple influences Apple influences you to buy Apple, not Android, because you want to have a blue text, not a green text in your group chat.
And you want to be slick and you want to feel innovative, like Apple makes you feel. And you spend $150 on a night jacket versus $20 on Amazon because you want a night tick there because you want to resonate with that brand.
That's right. And it's's great and what the influence will ultimately lead to people is what i call the credibility factor and that's where you really have one right because if you ask anybody about rooting what you deliver when they're in your communities they're in your masterminds that all goes to the credibility the influencer if we want to keep with that influencer the room.
Yes, exactly. The credibility comes from what did you deliver? What did you give them? What were the values that they wanted that you gave them? And that's where literally any business can win.
Yeah. If you dial in, in my opinion, if you dial in the influencer, get them in the front door, which for you was the brand, and then deliver the value.
Now you have credibility. Well, yeah, and most of my customers and people we coach and work with, they already have the backend.
They're great at what they do. They've been doing it five, 10 years.
All their customers love them. And 99% of the people I help is like, well, okay, you're great at what you do, but I always tease them.
And I say, there's people out there making a hundred times more than you selling a shitty product. And they go, yeah, I know.
And I say, now think about who it is. And they instantly think of the person.
I'm like, yeah, that's your competition. Why are they winning? You have a better product than them.
And then I go, tell me, grade yourself your product out of 10. What do they grade themselves? A nine.
Nine is 10, yeah. I say, now grade your marketing off that product out of 10.
Oh, that's a two. It's a three.
I go, well, there you go. There's no, it's just common sense, right? Your marketing needs to be a 10 out of 10 and then your product should be a 10 out of 10.
And that's how you win and now you become the authority, right? And that's exactly what has happened to, again, everyone. Now, I think everyone gets caught up with the dilution of, they always feel like the competition of whatever it is right so we talked about podcasts and the competitiveness of the podcast space but people have to understand there's a lane for all of us yeah there is no limitation yeah right and i mean there's always competition in any aspects of life right like we're competing for oxygen right now yeah but we're figuring it out and look like we're both breathing still if you go into sport you're competing against the other athletes if you go to a bar trying to pick up a girl or a boy a girl or a guy you're competing with all the other single people in that bar right so there's always going to be competition but well a you've got to have a winner's mindset which is why the best in any category believe they can win i always quote muhammad ali said he would be the greatest before he ever won was in fights right so he believed he would become that person before he did and i really believe from a mindset you did you have to believe that and then you just got to get started and and then like we were talking about find your niche right like when you start you don't have to say i'm going to become the next Gary Veer.
I'm going to become the next Kim Kardashian. Start small, then get a little bigger, then a little bigger.
And before you know it, you're Kim Kardashian. That's right.
And, you know, listen, you guys are hearing from someone who's made a million dollars a day and spent $300,000 a day. Like this guy knows what he's talking about.
And I think the next evolution for all of us is what you're already leading the way on. Yeah.
You kind of said, okay, this influence or social media stuff, everyone's doing that. I'm going to TV.
I'm going to go get an Amazon show. I'm going to, you know.
Exactly. So that leads to the next point of, and I did want to touch on this when you mentioned competition.
You have to start small and break out also one important thing is find what you know this famous thing in marketing called blue ocean red ocean and i say the only time i don't like red is red ocean when it's a bloody mess and that means when it's very it's you know the blue ocean side ocean theory is red ocean is a bunch of sharks and it's crazy busy and everyone's fighting for a bit of food blue ocean is this this crystal clear blue sea and there's no competition. So in business, I'm always teaching what is that for you, right? So if you're into hair and makeup, well, that's too big because you're against everyone.
What's a little pocket of Blue Ocean within that, right? So yeah, that's super important. And then just to touch on the million dollars a day in revenue that we've generated for ourselves and brands we've worked with and spent 300 grand a day, I want to emphasize why that's important.
We've spent 300 grand a day to get customers and attention on our business. If you imagine how many millions of impressions that ad spend generates over the years, right? And you're doing it every day.
And obviously I'm not spending 300 grand every day on my own brand. brand that's across all the brands we run but i've spent tens of thousands a day on my own brand and it creates so much eyeballs that i go to a click funnels event or whatever and most people know me but if they don't know me they come up to me and go i see your red ads everywhere i love them and that's the like to me that's when you're winning yeah right because it's like it's like you want to be like oh yeah you're Nike and even if they don't buy Nike because it's too expensive they know what Nike is that's right that should be every brand's got and that's why I think it's genius for you to start to get into that space of TV right so there's a couple people I'm aware of and Ryan Serhant is one that I love how it's blown him up in the last couple of years.
I mean, that's why I'm telling people, like, following Rudy right now is the game,

because look what happened with Ryan.

I mean, he is literally, you know, he's had books.

He was on a TV show with other influencers, if you want to say other realtors.

But then he took it to another level and said, okay, well, this, you know,

million-dollar listing space is pretty impacted right now.

It's a red ocean. How do I separate myself? And he goes and gets a Netflix, you know, show.
You went out and got an Amazon show. You now have season two coming out.
I mean, it's just brilliant. You're basically looking around the corner saying, okay, where can I again separate myself? Well, every big company does, right? So Apple is looking at how can I get to VR, right? You have to, like, if you don't, you become Blockbuster or Kodak that go bankrupt.
If you're not looking forward, you're just fighting everyone else and it's hard and it's, and you're going to lose if you don't innovate. Like at the biggest level, you can be Blockbuster or Kodak.
So the biggest companies in the history of the world, now bankrupt, Toys R Us, the list goes on because they can can innovate and so i call it innovation in adaptation right so in the real estate space which i have most of my resumes you got to figure out what's kind of coming even though sometimes it's blindsided right meaning the hedge funds no one really gave anyone warning that the hedge funds were going to go buy thousands of like 10 you know and so us little guys are out there fighting for scraps and it's not like you had someone saying hey hedge funds are coming start looking but you always have to find a way the second it happens being reactionary to a certain extent can be good you can't just sit around be like all right well they're here now what yeah right you got to find a solution to it well especially as entrepreneurs like you become an entrepreneur to take the the bull by the horns or drive the steering wheel and yeah a good entrepreneur whether you're a ceo of fortune 500 company or an entrepreneur like me and you or one with zero employees you always got to look at what's coming next and i think it's more important now than ever because technology changes faster right so 20 years ago, technology was slow to change because the opportunity of information was slow. You had to learn something through TV or newspaper.
Now, because we can consume information so quickly, it actually means as a society, we speed up. So you have to actually pivot.
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For the listener or someone watching YouTube right now and they say, Rudy, I'm at that point of pivotal point where I'm ready to either leave my job and do this on my own. You gave your business to a CEO and said, all right, you run this ship.
I'm ready either leave my job and do this on my own you gave your business to a CEO and said all right you run this ship I'm gonna go what words of advice what tactical something that you can give that person because I know they're out there I know they're listening right now like I'm fucking ready I've been listening to Justin and all these episodes for so long Rudy you got me let's go what words of advice can you give that person yeah well I think it's parts. If you're making the jump to become an entrepreneur, I think the first steps, you just got to jump in the deep end because there'll never be a right time.
You'll fail a bunch. Everyone fails.
You fail as a big company still, and we still fail to this day. You've got to believe in yourself.
You've got to surround, you've got to try and follow some sort of blueprint. That's why mentorship and learning from people are good.

And even if you don't have any money,

like you can learn so much from podcasts and YouTube for free now,

e-books for $19.

So you've got to follow a path, commit, and just get on with it.

And sometimes, yeah, especially in that early phase,

everyone struggles with imposter syndrome

and they struggle with overanalyzing.

But successful people just start and figure it out as they go.

So that would be my advice if you're starting out.

And if you want have a company and you're trying to pivot and bring other people in, yeah, you've got to empower people. You've got to trust people.
I work on an 80% rule. So I'm like, I know it won't.
I dropped the expectation that everything will be as good as when I do it. I just want it done 80% as well.
Yeah. Elon Musk, if he walks into, you know, one of his cars being made and stuff, it's probably only 80% as well if he was making it, right? And the CEO of McDonald's, the hamburgers probably only put together as 80% nice, probably much less on most McDonald's.
But the point is you can't have a big company if you don't give some of that control away and drop the perfectionist syndrome which is what i see a lot of people in the 5 10 20 employee range get stuck in yeah this they expect everything to be done at their level and it's just not going to happen no and listen dan martell mutual friend of ours right he runs out like 80 is fucking awesome whatever he says, right? And it's true. If it was just me all the time, then it would be way better, but I wouldn't have any points of scale or leverage.
And then what? Yeah, you can make 20 hamburgers an hour yourself perfect or you can process 20,000 across the world. Like a minute at this point or some shit.
Yeah, you're right, exactly. And some entrepreneurs don't want to be big and they want to have their 200 grand a year business and they run it that's great by the way sometimes i think like wouldn't that be a whole thing there's a part of me that like i just can't set like i'd be so like i love going big and i love challenging myself and it's like in my dna i think because my parents are like pro athletes and stuff like there's a pro athlete and a triathlete you're just trying to get 20 seconds off your run time and it's like that's how it is in business for me like can i just get to that next level can i get one more tv show can i get another 20 million in revenue this year can i get another two big celebrities can like just always trying to level up yeah i love that guys uh everywhere to go find this girl first of all dude you have an incredible podcast i want to make sure they can go start listening to that as well i want them to be following you everywhere talk a little about where to go follow you find your podcast everything you got out there yeah i mean and you know all of our socials instagram uh really more life um and then you know i always say once you see the red and click a few things you'll probably never lose us because we'll retarget you we're good at ads um but uh our podcast is called living the red life um the amazon show is called 60 day hustle we have other shows in production one called legacy makers and some more um and then more capitals our main website and obviously the show notes we can link it all yeah um i'm just gonna pause i've been calling you rube maura i've always heard maura everyone calls me maura so i don't even correct people so you're good i hate that i've only heard one of my yeah so it's so bad that one of my groomsmen at my wedding still called me maura and i don't even i'm just so i grew up so used to it that i don't even i've actually never heard anything different so i'm like well when you realize it's more my business name is called more capital like well that's when you say more i was like yeah you just said honestly don't don't worry it's fine all right um well guys make sure you follow him make sure you listen to him because this is someone who has really figured out a lot of the business game specifically marketing growth scaling, scaling systems, branding.
This is the man. Rudy Maurer, I appreciate you being on, bro.
My pleasure, guys. Go crush it.
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