Alex Martino is the Founder of ScalingFirms and the former founder of EverlastingAds. His company is dedicated to helping business owners understand and leverage digital marketing strategies to grow their business.
This is like, this is the secret of the kingdom. So we have a 30k paywall. If they can't afford that our client will down sell them and do a 10 K offer, which is just adding to his ad spend to get more 38k offers. Filled down solid we'll finance, the 10 K. So he at least liquids his ad costs. He finances them to make it really easy to guarantee the person that just financed his next 10,000 ad spend the guarantee them a 200% return within 66 months was like, Hey, you can tan. I'll make sure you went 20. Within six months.
You're listening to the rich add poor ed podcast, where we break down the financial principles that rich advertisers are deploying today to turn advertising into profit and get tons of traffic to their websites without killing their cash. These advertisers agencies, affiliates brands are responsible for managing over a billion dollars a year in ad spend. You'll hear about what's working for them today. They're rich ads and we'll roast their Epic failures and crappy ads on the internet with core ads. Let's get into it. All right, everybody. We are back in action with another episode of the rich dad, poor ad podcast, and we dive into what's working what isn't working as a bad-ass financial principle tips. So today we have an absolute bad-ass in the game. We have the founder of everlasting ads and we've got Alex who's responsible for shoots, probably spending about 7 million this year.
So he's a heavy hitter when it comes to the ad game. So I mean the hype up the train, Zach, what's up, man. You ready for this? I'm ready for this man, the sky, a sky. I think he might know a thing or two about ads. I hope so. No, I actually am excited to have him on because he, um, he's got, I think he took the whole agency offer model to like next level. And he did something really unique that we're going to dive into hopefully a little bit today, but how on a blended in the whole offer of like, what is the retainer? What is the ad spend and really thought through how much ad spend does my client need to actually get the result that they're after? And then he just put a fixed price on it, right? And like every agency out there is like, Oh, it's X amount of spend plus a percentage and there's no guarantees and it's a 90 day minimum and blah, blah, blah. And it's not sexy at all. So I'm excited to get into it, Dylan. Ooh, man. What a hyped intro man? Well, without further ado, Alex Martino, man, what's up,
What's up. I appreciate the compliment, but offer we'll dive to the offer in a sec, but I appreciate it. Take a good offer. It sells like crazy. We're basically paying for people's ads with profit. And then I'll just dive into a little bit,
Get everybody up to speed on like, you know, what does everlasting has? What does this offer that I just hype the out of? So
Everlast ads started as a website. Now it's turned into a float full-blown agency for info products and branching into e-commerce more. So these days we run ads for a lot of people it's on high ticket offers high ticket between five to 50 to even a 900 K offer. We have a client selling, he moved a unit last month. Those cool, um, pretty good ROAS.
It's a done for you. E-commerce store over like a year and it's just full blown, like all out ad spend everywhere. It's pretty nuts. Um, so yeah, I mean basically our base offer how we're attracting clients herself is it's it's packages we'll pay for your ads until you profit. Basically the way that works is over our normal management fee would be about 10 K for certain clients or 5k. So what we do is actually cut that in half and then just include the amount of ad spend. We think that they need for most info products starting out. They don't need more than 2,500 ad spend. If they're scaling, they already know how much ad spend they want to spend. And they just tell us that when we just slap her retainer on that as well. Um, it's done really well. Like our close the rates are through the roof ever since we used it. I know most I ran ads for a lot of other agency programs and other agencies themselves paying a routine 250 to 300 bucks a call, uh, we've stayed under a hundred philosophy eight months now. So Ooh,
Speaker 3 (04:29):
Excited to hear it. I'm sure you've had some horror stories though, too. And that's kind of, for sure,
We guarantee you client to a one to three clients, depending on how much they invest. So then you get like one person that like, didn't get the course because it's not a course, it's a done for your program. And they're like super mad and they're like, Hey, like I want my money back with like 60 days later after you already gave them a client, I paid you and now you want money back plus the money. It's like, it's turned into a little bit of a logistics, uh, like circus recently, if you will. Um, but we've worked it out now. It's, it's pretty solid. We streamlined it. Uh, or brush reworking offers all every day. I know before this, we were talking about, um, some of the people that really just craft offers all the time. We consider ourselves sort of like an advertising hedge fund. We're just going wherever the money is. If we see one thing is hitting, we'll help our clients scale in that category and we'll take equity if we scale them high enough. So there's all sorts of models that we could put into play. All of which have been extremely lucrative to this part. So, um, yeah.
Speaker 3 (05:40):
Ooh. This is going to be a doozy one then. Hell yeah. So of course, you know, we'd love to dive into our rich ad segment. What's working for you. So I mean, what is your rich ad? It was fun.
Reach out right now. You can find it all over the internet under like they're running in 50 variations of the thing. You've probably seen it, whether you know it or not. Um, we've spent 120,000 the last 90 days on it, which is not too much, but the clients closed $6 million in sales office. So can you release it? The client is NDA and is a NDA plus next exclusivity agreement. So
Plus death threats,
Our business manager will disappear overnight.
Can you dive into the funnel? And they kind of concept for the strategy behind it?
Yeah. So yeah. So
The domain, the client's name and stuff like
Domain is labs in it is it's enough that if you go on at inspire, you might go to find it. Um, that's actually probably enough to find anyways. So basically we're running this ad. It's the SuperStream on funnel. Most people these days are just for the last two years of just putting, putting these, uh, these survey funnels that have a 13 to 15 question application in them. And then people are already turned off by the time they get on the call. They're like, I just gave you like my whole business model. Why do you want more questions? Like what we've done is because we've removed that and we've just turned that into an intro call, but we'll just make two points of contact. We don't want to call close which you call flows because first it just builds another level of trust. Second, your cost per calls, much lower, like four to five to even 10 times lower because they didn't have to fill out their whole resume and their social and their mother's maiden name of the bank account.
And the routing, you just name, email, phone number, then do a first call to basically get the input. You would have asked them in the, in the full application. Um, that's, that's really our secret remove the application, book a call, put our first person in front of it and scale it crazy. That basically is typically if you were, if you wanted to build this model and we're booking 1500 sales calls a month off about 30 K a month of ad spend like $30 to $40 a call, uh, and it's yeah, it's crazy. But typically that model, you pay too much per call and then you'd try to one call close them and it just, it doesn't work. And then you have to have 20 closers. All we've done is we've put eight centers to eight individual people that would just qualify them. And we only need two closers. Then
You streamlined the whole sales process as well. Good are these closer? So I want to talk about these closers, w w w what is the S the first five minutes of this, this conversation look like
I'm not doing their sales. So we've got another department for that, But I do know the conversion rates. So $30 calls because we're not qualifying like to the bottom. Every single call will come 5% of them, 1500 sales calls, 5% of those will convert on a 30 K offer
On the top line. If they schedule a qualifier like with a setter, 5%, all the way through to
5% from books, not even from a show to call just 5% from booked. Um, so the, the best thing that's working phenomenal right now is yes, we with 30 K paywall, this is like this, this is the secret of the kingdom. So we have a 30 K paywall. If they can't afford that our client will down sell them and do a 10 K offer, which is just adding to his ad spend to get more 30 K offers, build down, sell, then we'll finance the 10 K. So he at least liquidates his ad costs. He finances them to make it really easy to guarantee the person that just financed his next 10,000 ad spend will guarantee them a 200% return it within 66 months. So it's like, Hey, you give me 10. I'll make sure you make 20 within the next six months. And all he does is reuses that to refuel his ad spend for his 30 K offer. So it's just like one big loop of money for him.
What, like, is everybody just buying these leads? Like, is it, is it just, is your client like an agency to an agency, to an agency or are they all just want agency leads? What's going on?
Our client has a model to sell done for e-commerce stores. He sells high ticket items, but what he does is when it circles back, uh, so they'll, down-sell them to basic hours ad spend the way he guarantees the returns he guarantees is he actually goes out and sells the business with them and help keep the difference between whenever the guarantee was. Yeah. So like, say, say you go to bed,
I'm in inception right now. I'm like four layers deep into this thing. And I'm like, well, I need my tail. Many of my top,
I can give you a link to a, to a schedule to the whole thing is kind of complex. Um,
Okay. So let me break this down. I'm going to do an awful job. He runs the ad is selling a 30 K done for you. E-commerce package. The ad is going towards e-commerce businesses. And he's going to guarantee to the down sell is 10 K and he's going to guarantee a 200% return within six months on the 10 K I don't know what the 10 K is, but everybody wants a 200% return on 10 cakes.
It's just more ad spend.
Um, well, what is the downhill like? What does the D he's just saying, um,
Just as a done for you affiliate offer,
We've done for you affiliate. Oh, you're not going to buy the e-commerce store. You're going to buy a
No, my affiliate. And then I'll run all the ads for you because I'm your affiliate traffic manager.
Okay. So pay have a done for you affiliate store. And it doesn't matter what the affiliate offer is. It's going to be mine.
Oh, Holy cow. And then you got drops like 10 K, but there's another side of this too. I feel like this is what Dylan's been up to on weekends, 30 K they're guaranteed 150% return in six months. And what he'll do is he'll get an e-commerce store at about 10, 20,000 a month in recurring revenue with a subscription model, and then he'll sell the e-commerce store for whatever his multiple is. So say he guaranteed 150% in six months. Is there 150%? He keeps the difference. So he sells a sort of 300 K and he only owed them 45. Oh my God, that's a setup, man. I'll give you as a sketch of it here for different, anything like that.
Speaker 4 (12:50):
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So I mean, that's, yeah, that's quite a fricking rich ad there. So I mean, what we'd love to kind of plot the poor ad, you know, the flaws, those embarrassing moments. It's everybody flexes on the good stuff these days. Let's be real. It's not always all, you know, roses and daisies out there. So go ahead and give us kind of a, more of a poor out here. So someone stole our funnel the other day. That's a poor ad because now the season is swiped it word for word. Um, other than that, and other than me putting them on blast on social media, we've also seen a lot of like, basically there's just a lot of poor ads are actually, it's just like, everyone's trying to go into the gold rush of actually kind of the gold rush, where in the agency coaching, everyone wants that with coaching program, the issue, huge advice actually, um, don't use that standard VSL case study funnel.
I'm not going to say who made it, but like the VSL case study funnel with like an image on the left side and an opt-in on the right side in three bullets that says free case study, don't, don't use that your costs are through the roof. All we did when we started to basically make our rich ads is we removed the opt-in and just, we optimize for the end event of complete registration. And we just do three pages. It's one page, choose the calendar page. There's a thank you page, all the rest of it on the followup. So the poorest signs I've seen is we've got a lot of people falling, a lot of, a lot of clients, even past clients to, uh, falling a lot of what you consider gurus in the space. Um, and they're, they're literally breaking even every month, just so they can 1.5 X the next month. Uh, and it's hard to scale out we're, we're operating on a 4.4 X of cash at all times, whereas they're operating sometimes on a 0.8, not, not because of not because of the ad. It's just because their business model is not really set up well, um, not monetizing enough on the backend and the need to considering how expensive those via cell phones are are right now. Now we are mentioning other
Speaker 3 (16:21):
Ads here. What is it, a horror story that you've dealt with that you thought would kill it? Or you thought you had it locked in, but it did not work as well, maybe,
Right? A little bit in terms of quality quality through a funnel, we've tried quiz funnels for book call, like for high ticket sales. They haven't done very well. We've got a ton of leads, but the quality has been really bad. Lead forms have been tanking more than ever for anything but home services. There's a lot of things you need to run on the market side, say lead forms of the biggest issue. Um, unless you're doing the home services, like, Hey, you need a roof. So I bought that works, uh, or it's you just click to click the, send me your info, um, that works. But other than that, don't use lead forms these days. Uh, you mean the native
Speaker 3 (17:06):
Lead forms that Facebook offers, right? That's pretty popular.
Yeah. Don't use those 10 works. Okay. Um, but it's just, it's, it's way more expensive than this was penalize it for that. Have you done any messenger I've been wanting to, we haven't recently. How have they been for you guys? I don't know. I haven't, I haven't seen much success with many chat. Maybe I'm just not monetizing and correct. Maybe I'm not Tanner Chidester,
Speaker 3 (17:39):
I haven't had a great success. And that's in your boss that they're nice to basically know who's up to infamy ads. Um, but the sales process has been a little bit slower than we'd like funnel is we feed our sales cycle under seven days. So that means by the time they booked a call that after closing in seven days are all supported the follow-up by other people on our team. Um, w w our closers won't talk to them again until they get rebooked. Is it, we're just moving so fast. Like we're moving with 215 Heinz last month. So, and the price point is anywhere between five grand and 15 grand, or which one? I don't know, whichever one you were just talking about, we sell it as at least tender. And now we have, like, we have nine, nine, seven products, but, you know, you can't talk to us about those.
Like, just buy it sounds kind of mean, but like, if, if people need the diamonds, they can just go on the site and buy it. Um, yeah, it's easier that way too, because the ROI on putting a sales person on nine, nine, seven products is pretty rough. Especially if it costs you $200 to get them on a call. Oh yeah. Just give up coffee two days a week for a whole year. And you're set, you know what I mean? It's not, it's not that crazy. And how, how hard sell of it? Is it, you know, going into a 10 K I mean, is this kind of like a high pressure like situation, or like what's going on here? So we're closing 45, 40 to 44%. That's very close, like 40 to 45%. I'd say every single week on the second call, as I mentioned, we do an intro call to qualify anyone that shows up to that.
We set 90% of them. The second call we've had really we've had really good quality, some reason from our funnel. My theory is that don't try to get rid of the whales. The whales are not going to fill out that 13 question application to removing that has allowed us to get a lot of big clients. We had clients do 12 million a month hop on these calls, um, so that big people hop on these and they just go through and we, we close them, um, 45% on the second call. It's, it's very low pressure. We lean out hard. So what we do is we use a presentation, showcasing the results on a slide deck. We'll show you everything we've done just about a minus, a couple of names. And the person just decides what's best for them present a through three price price wall. So it's like, Hey, do you want 15 grand, 10 grand or eight grand as we do, actually, that one's still in the rotation of 8,015.
Uh, and then they down sell or sell themselves based on what features they want. And what's the difference between the eight, 10 and 15, 8,000 comes with no guarantees, uh, 10,000 comes with, uh, no ad spend, but it includes our sales teams. They're going to help because the sales 15 K comes with a $2,000 in ad spend all close yourselves for the first 90 days. And your team that was the eight bookers and two sales guys you mentioned. Right? Uh, so we, we have more closers now, um, that specific e-commerce division, we were running eight setters, two closers, uh, we have 10, 10 or 12 closers now. Yeah. One of them sold $57 million in franchises before, from my past with, uh, with a very large franchise. Um, so we brought him over with us as well. And he's phenomenal. What do you think the, so like when you, when somebody opts in for your $15,000 offer, what does that look like in terms of deliverables for you guys?
Do you guys literally just have like the same ad campaign running for all the clients, and then you're just kind of round robining those leads over, or do you have to like literally spin up a new ad account and a campaign for everything? Um, quite frankly, are processes extremely duplicatable. Um, replicatable, we, we don't want to sell an unproven offer. When someone gives us 15 grand, we plug into an offer we've already seen work for at least two of our clients. Uh, one of the two can be ourselves. Um, so we see that working is crushing. It, they, they come into us for a managed return is 15 K. They're not looking for a coaching program. They're looking for a manager term. They might be wanting some coaching. Um, in that case, we actually refer them out. Uh, we just we're there to provide a managed return.
And then if they're happy with that, they're a great client. If they needed a ton of coaching, um, they should, they should, they should go down to the 10 or eight K program. So like how often do they engage or interact with your team on a 15 K price point? If you're not doing coach, we'll do we'll do it once a week. Check-in for ads. And then they have full access to our support staff, including Liz, Amanda, our whole operations team, uh, basically nine to five every day. I, if the context is outside of that time, we'll get a call back the first morning. First thing in the morning, um, is support hours. Do you guys do like a standing weekly or a group call or anything as, as team, which right now still includes myself for certain clients, certain high spenders we'll hop on and review everything.
Standing, basically score with everything with them, checking the, how their sales are doing. If we're not managing sales, we're managing sales. It's we just show them how much it's costing them on ads, or just report to them like generic, because if you're running it all, like I want to kill, like, how did this, how do you clean up the reporting for your clients? Is it like it's? Yeah, it's a little messy on a Sarah reporting. Uh, we, we, it's easier to track their ad spend is it's just based on what day they started, what do they ended in the campaign? They'll get their own campaign. That being said, we try not to place more than two people on the same exact offer and the same ad account. Uh, Facebook's moving hard towards simplified account structure, which, which we, what we've seen work the best is either one campaign, one ad set, one dynamic ad or the other second best option is one camp.
Actually, I'd say this is the best option. Still. Facebook wants us to do a one, one, one, one, one campaign, one ad set, one ad. Um, we've seen the best results recently, and it's what we're scaling with at about 4,000 and dare now, um, on, on sales calls. So booking out 40 calls a day, um, what we're doing is we're running one, we're running a ton of campuses. There's three top of funnel campaigns. Um, excuse me, this is a little high level, but, um, three top of funnel campaigns, one of them was lookalikes. One of them's interests, and one of them was just open targeting. And then there's two retargeting. There's middle of funnel and bottom of funnel. I have to give credit to D uh, Dimitri, Nico for this. Yeah, this is really good. We've seen great results. And so far it's been in testing for seven days. So it's just separate those three out before. Uh, you just go actually, you know, I don't want to go into this whole method because it's something he really surprisingly,
Speaker 3 (24:57):
I, I know exactly what you're talking about too. Lookalikes you use are they usually 1%, 5%, 10%,
1%. And then sometimes we'll narrow them down by ad sets by interests, by interest.
Speaker 3 (25:12):
Yeah. Used to be using a ton of five and 10%, but I've been noticing it as haven't been doing as hot recently. It's kind of back to that one first sense for some reason, which has been really interesting.
The only time we use them as well, group, all the percentages together in one, one, two, three, four, five, six, seven, eight, nine, 10, stack them this mega campaign is
Speaker 3 (25:31):
That with one ad set or just multiple ad sets with each
Ad set with all of them. And then we'll have one answer with probably our 1% and we'll probably do one other ad set with a one through five. That's interesting.
Speaker 3 (25:44):
That's super nifty. Yeah. That's perfect. That's a high level. We've got high level listeners. So that's, that's the ideal Elliot.
I just told him if you want to basically see how that works. Um, this is just message me, it all connects to the, an awesome guy. We're trying to get him on his bad boy. Next send him this. Hey, this dude almost released her. I don't know if you want to present it. This guy said, man, you gotta listen to this awesome guy. He seems to know his stuff, skill a lot of big brands, so, Oh yeah. So
Speaker 3 (26:18):
You know what the rich dad, poor ed podcast, you know, we love to find the crossroads of, you know, marketing and financials basically. So, I mean, what kind of financial principle or financial tip could you share with the audience based off your kind of expertise? It could be scaling cashflow,
Cashflow. We're always trying to always shoot to, obviously this is a tough goal, depending on how busy funnel or our charger you're doing, uh, always scale with Lisa two X cash day one. Uh, that's important for our products too, because a lot of people will scale based on their monthly projection. You can't really scale it. Uh, always scale based on your, you need to make two times back every day. If you can't sell a consistent one 10 K all day, you can't pass 5k day and ad spend
Speaker 3 (27:01):
My attribution arrives. So don't look out on a 28 day window. Look how to kind of on a one day click just to actually get it.
It's true. Cash two X every day, every day. Uh, I mean, you, you, you can scale with lower. We just liked it two X because we know we'll end the month then at around at least a four is we're not going to accept something really close to two. We're just going to push our boundaries, um, to make sure that we have the highest return possible. Obviously, as you scale tens of thousands a day, you can tolerate a little bit less. Uh, but basically we're trying to set a two X cash there today, um, for, in terms of financial principle. And it's basically the biggest one. I have leveraged credit more than ever right now. Um, it's cheaper to have credit than it is to use your own savings credit. It's cheap as affordable right now. And quite frankly, if you any better than a 500 credit score, then you can get finance stuff. Look the right places.
Speaker 3 (28:01):
Speaking of getting funded, you know, FunnelDash, you know,
Amazing. We've got funded by them before we've had clients funded by them. Um, it's a streamlined process. We've actually enjoyed working with it. Zach, there you go, man,
Speaker 3 (28:19):
You pulled native live advertisement. Here we go. Where do I spend the sponsorship money?
Other financial principles we've been on buying by abiding by the cash returns is really important. Uh, always trackways you have hard cut points. So I've, I've really ended up with spreadsheets on like what our minimum, uh, we, we will hold an Excel doc with like what's our minimum risk tolerance. Our risk tolerance is a two X return on cash. So if, for some reason, over a three day rolling period. So we have cuts based on a three day rolling window. So if for some reason we only get half the sales calls we need on a three-day window, then we're actually going to cut, wanted to extra turn to base. You start doing the math that we were really long, the spreadsheet of this stuff. And you just plug them into your sales call, conversion ratio, cost per call, a desired row as how much you want to spend per day. And then it actual spit out how your media buyers commission splits sales reps. Like what are your costs? What is our net profit and losses? Um, it's, we've got some really good resources that action. We would probably put it in the, in the notes. Um, I was about to say
Speaker 3 (29:37):
Work in one, find these spreadsheets, or where do you sell these spreadsheets? I say,
I couldn't start slam. No, we'll just put it on the most massive spreadsheet. Our basic principles, what gets, what gets tracked gets improved. There's a ton of different ways to say that, but we're just tracking everything. And we need to know where to cut these. As you scale aggressively, we're trying to push one account to 20 candor right now, sales calls funnels. You need to know where your stop losses are and our risk tolerance is basically we, we can 1.4 X, if we're at 20 we're at 20,000 a day, we need at least a 1.4, right? So 140% risk tolerance. Now you mentioned the stop loss
Speaker 3 (30:20):
Kind of not financial related. Do you use
Yeah. For once you pass like five kids, I was started using them until before that, that we keep it automated. Let Facebook kind of figure itself out.
Speaker 3 (30:33):
Hell yeah, man. This has been, this has been a good one. Hell yeah. We're going to have you back on
Just a heads up for sure. There'll be more offers and stuff too.
Speaker 3 (30:45):
Give everybody a heads up, you know, what do you have next? How can we support you? How can they get in touch with you?
Easiest way to get in touch is let's, you know, website's still extremely easy way to get in touch. Um, if you go to everlasting and stop com and just click contact us, there will be a direct calendar. As of tonight. Uh, we would just book a call with the team on the contact us page. You don't need to submit any web form or wait for us to call you just book a call. If you want to talk. Um, we basically where free 30 minute strategy calls or this I do, um, no pitch intended. I it's literally just walking through how we can help or what you can do to improve. Um, if you go to the context on this page, otherwise you can go on my sales team page. And then if you're interested in bass there, what we're doing in terms of what products we're offering type offers, we're selling, um, these way to do that as also everlasting hands and then click on be the case study. And I'll take you through to see what we've done. Um, yeah, that's an easy way to get in contact. You can have me on Facebook probably have like 8,000 pending requests, but, uh, I will get to you eventually.
Speaker 4 (32:01):
I approved somebody from like four years ago yesterday. I was like,
Yeah, 35 31 a day of like ads are working too well. Great.
Speaker 4 (32:14):
I love it. Awesome, Alex, you killed it. Thank you so much.
No problem. No, I'm happy. I hope everyone has one sec from that. There's a lot of good stuff in there. Actually, if I'm being honest.
Speaker 3 (32:24):
Hell yeah, buddy.
Speaker 4 (32:31):
Thanks so much for listening to another episode of the rich dad, poor ed podcast. If you're like me and listen to podcasts on the go, go ahead and subscribe on Apple podcasts, Spotify, YouTube, and rich ed [inaudible] dot com slash podcast. And if you absolutely love the show, go ahead and leave a review and a comment share with a friend. If you do take a copy screenshot of it, email me firstname.lastname@example.org. Show me you left a review. I'll give you a free copy of the rich ad or ed book to learn more about the book. Go to rich ed for a.com to leave a review that a rich ed or ed.com/reveal.
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