#ALB71- The man with the 6-year plan

In this months episode, we have our One Percent Club resident Facebook ads expert Danny Harris.

If Facebook ads are what you need advice on Danny is your man, when he started working in this industry, he was purely managing Facebook pages . There was no advertising involved, times have moved on and now he works much more on the advertising side of things because Facebook pages have changed and Facebook as we all know has evolved.  

The next stage for Danny, will be to teach others how to do the same.

Ambitious Lifestyle Business Podcast #71

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#ALB71- Danny Harris the man with the 6-year plan

In this months episode, we have our One Percent Club resident Facebook ads expert Danny Harris.

If Facebook ads are what you need advice on Danny is the man to go to, when he started working in this industry, he was purely managing Facebook pages for people. There was no advertising involved, times have moved on and now he works much more on the advertising side of things because Facebook pages have changed and Facebook as we all know has evolved. The next stage for Danny, will be to teach other people how to do run their own pages effectively.

When an advert comes on the TV, that’s when you pick your phone up and watch your phone rather than watching the advert on the TV. So previously what was the audience on the TV is now much more on Facebook, on social media, online generally, and with Facebook being by far the most used website on the planet and people spend more time on it and any other, they basically, can’t not work.

Danny also has a whole concept of starting a charity at some point. And the point of the charity will be to help underprivileged kids. It will be focusing on teaching them about things like online marketing, so that they can learn a different route to perhaps the unpleasant routes that a lot of disadvantaged kids end up going down sadly.

Danny’s business is called DH2026 Ltd, now the first part of that company name is probably quite self-explanatory, but what does the 2026 mean? Well Danny has a plan and that will be revealed in the podcast.

[00:00:00] I’m going to bias a controlling stake in TGI. And I’m going to tell them that the correct way to have the toilet rolls is the other way around, because that’s what that’s, what’s important to me. It’s John Lamerton alongside like good friend and business partner, Mr. Jason Brockman. We are here for another episode of the ambitious lifestyle business podcast, where as always, it is our job to help you get more customers and more money without, just working harder.

[00:00:29] So. Without further ado, let’s dive straight into this month’s episode.

[00:00:36] Hey everybody. Welcome to the latest episode of the ambitious lifestyle business podcast, John and Jason here as always. And today we are joined by One percent member Danny Harris. Danny is from a limited company called a DH 2026 limited, a very catchy title. does exactly what it says on the tin as you’d expect, Danny, you are resident Facebook ads expert within the One Percent club.

[00:00:59] Aren’t you. [00:01:00] Yeah. I’ve, I’ve been in and around the one percent club. I reckon it’s just about a year about now. I would think maybe a month, either side of a year, something like that. yeah. And then that time sort of pointed a few people in the right direction. Facebook ads and, done a few bits and pieces of teaching people, some stuff.

[00:01:15] And generally, yeah, it’s been a, it’s been a great year in there. Fantastic. Yeah. It’s so where does the DH 2026 limited come from? It starts not in the name of a typical Facebook ads agency. Is it, it’s not one of those that you’d know exactly what I do. but I reading the name of the limited company, but it was actually a company I started at the actual sort of limited company itself only a couple of months ago.

[00:01:38]And I don’t actually trade ever as , 2026, it’s just the parent company for a few different products I have. And bylaws on. I’m a big fan of all things, kind of mindsets and, and goal-orientated and stuff like that. And my whole condo. Idea for this business. It [00:02:00] kind of, it’s there to serve a purpose for my lifestyle, as opposed to me working within a business and just being a kind of a, have a job almost it’s, it’s, it’s there as a vehicle to take me to where I want to be in life.

[00:02:14] And the idea is my initials are obviously the DH. So that’s where the D H part comes from. And 2026 on the 19th of June. Is when I will be exiting the business for the amount of money that I would like to have. The reason it’s the 19th of June is it’s the day before my 55th birthday. At which point I’d like to be retired by the time I’m 55.

[00:02:42] So it’s kind of a bit like, you know, like a vision board or I think some people call it an image board or stuff like that. It’s just whenever I have to do anything business related, the date is kind of reinforced into mine. That makes sense. Definitely. I love the part, sorry. [00:03:00] My computer’s being in there because I’m just looking at my vision board, which is set on my computer.

[00:03:04]That’s one of the things I talked about in big ideas for small businesses back in 2017, was the power of just having front of mind or often, you know, calling into your subconscious, what it is that you want to achieve, whether that’s, you know, 12 months from now, five years from now, or the 19th of June 20, 26.

[00:03:26] I love the fact that you’ve got that very, very specific date in mind. It’s. You’ve not plucked out of the air and just said, well, let’s set a five year ago. You’ve said, okay, by age 55, What do I want my life to look like? And I’m guessing that you are now picturing your 55th birthday. I don’t know. Where are you?

[00:03:48] Are you, are you in a Villa? Are you on a yacht somewhere? Are you on your private jet? Where are you going to be on your 55th birthday? In all honesty. I I’ve got a lifestyle that I want [00:04:00] to achieve. quite exactly where I’ll be. I don’t know. I I’ve got a, a big thing about going back and helping other people.

[00:04:09] And weirdly I have this, this whole concept of starting a charity at some point. And the point of the charity is to help underprivileged kids. Let’s say it’s kind of teenage kids, learn about things like online marketing, so they can learn a different route to the unpleasant routes that a lot of kind of, disadvantaged kids end up going down.

[00:04:33] I think so to briefly explain it to you. I figure if I went to somewhere like a, say, for example, a care home, where they sort of young kids or a naughty kid school, whatever they call those kinds of places. And I was taking a group of kids and help them create a digital product. And sell it online. What we would do, we would teach them a number of things.

[00:04:57] So firstly, we would teach them how to create a [00:05:00] product, how to sell it online, how to work as a team. Cause one would be the graphics person. One would be to the copywriter, whatever we kind of came up with. but within that group, they would also have a goal for their future, which would, let’s say in a year’s time we might tag and grand sending the product.

[00:05:18] And that takes five kids to Disney world for a week. So these, sort of disadvantaged kids get to create a product and see that there’s an end goal fairly quickly, which they can then, you know, enjoyed a trip to Disney world or whatever it happens to be. And then any excess money could go back to the care home or the score or whatever it happens to be.

[00:05:40] And then those kids can then teach the next wave of kids that come through the next year. Yep. To how to do what they’ve done. So it becomes a kind of a self fulfilling self financing self-funding thing that just doesn’t, it does a bit, a good app in the world, I think. Yeah. Fantastic. So is it more [00:06:00] what you need at age 55?

[00:06:01] If you’re going to do this then is the time you need, or is that the money? I think, more than the time or the money, the credit in the T to say, I exited my company for this much money from, what was in effect, the zero stop. I’ve never been quite kind of penniless, but you know, I, I haven’t started from having a massive pile of cash.

[00:06:23]so having that, that on your CV is obviously gonna. Could I give you a bit of credibility to be able to do this. Whereas if it, the minute you did it, you’re a bit not, well, who are you? Why should I listen to this guy? Exactly, exactly. Definitely. So it’s a bit similar to, we wrote with the company didn’t we, that, set up a program in prisons, and they were hoping ex cons or current cons as they were actually reform and learn these digital skills that they could then take into the outside world.

[00:06:52] Didn’t they. We didn’t need to have that. That’s exactly what they did. I’m actually working inside a prison with the current prisoners. And as I say, teaching them the [00:07:00] digital skills they needed, in order to succeed once they got on the outside. So, yeah, absolutely. I think, I think it first dawned on me a couple years ago.

[00:07:08] I think, I think it was a book by Daniel Priestley. I maybe oversubscribed, I think he’s one of his, I can’t quite remember what the book was, but he talked about going into some kind of a. one of these kinds of places with the disadvantaged kids and he was talking about how they were saying. Drugs is the ultimate sales tool because everyone needs it and the supply and automates it.

[00:07:30] And Daniel Priestley kind of broke it down to, you know, you don’t control the supply chain. You don’t control the price, you don’t control what it is you like to go end up in prison. You could get shot. You know, it’s much easier to have a or much better to have a sort of a legitimate business. Should we say?

[00:07:46] Yeah, yeah, yeah. Definitely. I like that. So let’s, let’s look again at kind of lifestyle, cause I know there’ll be a lot of people listening to this thinking. That’s great. You’ve got this exit plan for 2026. What are you doing now to [00:08:00] lay the foundations for that exit in six years time? I think what’s, what’s happened to me over the last couple of years.

[00:08:07] It’s still on me. The, the work that I do has changed quite dramatically and I’ve kind of added strings to my bow. Should we say. Whereas to start with. when I started working in this industry, I was purely managing Facebook pages for people. There was no advertising involved or anything like that. So that was kind of one service.

[00:08:28] If you like, I then moved on to very much more advertising side of things because Facebook pages have changed and Facebook’s evolved. And so on. and I’ve got that very much nailed down now. So that side of the business is kind of ready to run itself. So I’m just now kind of putting a team in place for that.

[00:08:47] My next stage, which I’m about to go into is teaching other people how to do their own stuff. So how to run their own Facebook accounts and so on which I’ve never done before at that stage. Once I’ve done [00:09:00] that for a little while. Oh, have processes in place so that can then manage itself. Then the next stage is kind of teaching people how to do what I do with Facebook and that’s another strand.

[00:09:12] So each of the stages of the business, and each kind of new strands that I add, the idea is I make it. So it’s a kind of a self operating systems based. Side of the business that I can then kind of just hand over to somebody else and just say, this is how we do it around that for me. Yeah. So, I mean, there’ll be a little bit more to it than that be wrong if it was that easy.

[00:09:40] But, but yeah, I’m loving that because actually what you’re doing is it was blueprints that you’re creating for each of those of the businesses that you want to create. And this each step you take is what’s gonna. Drive your charity stuff. When you kind of get it into the charity, you’ve kind of, you’ve got the teaching in place already.

[00:09:54] You’ve got them then them to be able to take on as a, as the agency kind of learning, learning those reps as well. So actually these [00:10:00] blueprints you’re going to take and swipe and deploy and then just use again for the, for the charity stuff. And I love that idea. That’s fabulous. Absolutely. And I’ve always been, I’m not a, I’m not my brain.

[00:10:09] Isn’t a very organized place. I have to be honest. I’m not the most systemized person in the world, but I do understand that. Having the systems makes life a lot easier. So even though it costs me, I have to conduct the devil and the angel on my shoulder every day. And I’m arguing myself and to assist them, no, don’t do a system, do a system and so on, but yeah.

[00:10:30] One of the things. when I was, my last employer, I think it was my last employer. I used to work for the American restaurant chain, TGI Fridays, and a bit like all the big brand companies. Everything is systemized. You know, if you go back to. the EMS or one of those kind of books, it’s all. And, when I was at a TGI Fridays, they were part of winter break, which is a much bigger company owned at the time, pizza hut and merrier and primary, and then alarmed of other things, each business [00:11:00] within whitbreads.

[00:11:01] Is like, a standalone business with its own systems and structures. And in TGI Friday, if you wanted to change the toilet paper, there is written down genuinely that is written down. This is how to change toilet paper in the guest toilet. so which is the correct way, is it, you know, is it

[00:11:23] so it’s meant to be two sheets down? And then you fold the corner of the paper over. So it’s a little spiky setting, but I bet that is by, by class. I think we get there. but, yeah, the, the point being any part of whitbreads business is run by a managing director and then there’s divisions within Whitbread and so on.

[00:11:43] But each managing director knows exactly how to run his little bit of the business, even though Whitbread said yeah, Billy Billy and billion pound business. it’s kind of almost the managing director. Just more or less catches [00:12:00] reports as far as I say, you know, I mean, obviously he’s just pieces it all together and that’s kind of where I see myself in a few years.

[00:12:08] Albeit not quite as big as Whitbread. Yeah, definitely. The, One of the biggest factors in the price you will achieve when you exit is not necessarily how much revenue you generate. It is the predictability of that revenue. After you’ve exited. So whoever buys your business wants to know that on the 20th of June 20,26, all the gaffer tape, isn’t going to suddenly start peeling off the walls.

[00:12:39] And you know, these joints are all gonna fall apart. And the whole business is just going to collapse because it was like, The, the build O’Reilly from faulty towers, but all this stuff together, and you, you sail off into the sunset, see you later guys. And the whole thing falls apart. Now they want to know now, actually this thing has been completely systemized.

[00:12:58] And actually I [00:13:00] haven’t been involved in the business since 2024. And I’ve just been the conductor of the orchestras as John monks used to say. Yeah, you’re absolutely right. And I think, one of the things that I do have to make sure starts to happen is the business. Isn’t just about me. It’s actually, if you looked at say, if you look at someone like who I’m not going to criticize because he’s far more successful than I am.

[00:13:25]and, but if you take grant Cardone out of the grant Cardone foundation or base needs, whatever it’s called, who have you got? Nobody can step into grant Cardone. Yeah, I dunno. Cristiano Ronaldo limited. You get rid of Christiano Ronaldo. You ain’t got a business anyway. So I need to make sure that my business is a business.

[00:13:50] Not me. I don’t be, I can be involved in my business and a part of my biggest needs, but if I dropped down a hole tomorrow, the business can still function without me [00:14:00] and so on, but you can still buy a Dale Carnegie course. There is that there is.

[00:14:09] Yeah, definitely. So, obviously we met, let’s say just over a year ago now, and you were talking about this accident and that was, that was my introduction to you was, Oh my God, this guy’s building a big, big business. Yeah. after a year of hanging around with a bunch of guys talking about ambitious lifestyle businesses and 1% gains, has your perspective changed on kind of the exit figure or the business that you’re building or the lifestyle that you actually want either now or in the future?

[00:14:37]not really. It weirdly it had changed, Probably about a year or so before I met you. So let’s say a couple of years ago, something like that. and I used to have this really big number in mind. and then I did a few bits and pieces and, w funnily enough, it’s in a book that I’m reading at the moment, or I’m listening to an audio book, called.

[00:15:00] [00:14:59] How to get rich by feeling that new state. and it feels like stainless is worth 800 million. I think he’s passed away now, but it was 800 million quid, so fortunes, but he mentioned in the book, which was something that kind of dawned on me a little while ago without his advice was why don’t you just get to a certain number really quickly?

[00:15:23] That will give you the lifestyle that you want rather than trying to kind of take over the world. and so my number came down significantly. well, I, I tell you that it doesn’t really matter what the numbers were, but it was originally I wanted a hundred million quit, but then I kind of thought. What can I do with a hundred million?

[00:15:46] Exactly. I agree with 75, I can’t do with 50. And so anyway, I eventually settled on the number of 25 million, which is plenty of money for anyone. It’s also [00:16:00] enough that I can kind of waste a bit, lose a bit, mess up a little bit and still have a bit less. It’s not like. It’s it’s all in. If you’ve got, if you’ve got 25 million, you’ve got an income of probably a million and a half just on interest out the bank.

[00:16:16] If you’re a trust fund or something, if you put it in one of those things, it’s going to cost you a fortune. If we bring in negative interest rates,

[00:16:25] well, fingers crossed by that five years time, every second should be back up and running. We would like to hope. But, but yeah, so I settled on 25 million. Just as a nice round number, it’s more than happily going to give me the lifestyle that I want enough for me to fund a couple of generations of my family.

[00:16:45] After that my kids can get plenty left, dies and went on no longer on this mortar earth and all of that stuff. But, but yeah, it’s just, I just figured it was a kind of a, a nice number and a big enough challenge almost. [00:17:00] Definitely. Is there anything that you can do with 10 million that you can do with 25 million?

[00:17:08] I think the thing that you can do with 10 million is you could lose it. Even if you put a few bad business investments or something like that. I don’t know. In all honesty, I haven’t actually done any sort of scientific processes on this, but people who win 10 million on the lottery can lose it. Yeah, not many people that get to 25 million and up skins.

[00:17:35] Yeah. I might be wrong. I’m sure. There’s examples. I think it’s the way you come into the money as well. And if you’ve got good money discipline and you come into money, you’ll be fine with it. You’ll make more of it. money will just amplify what you already are. So if money already flows through your fingers quite easily.

[00:17:53] 10 million, 25 million, a hundred million can all go. Cause you just think, yeah. Do you know what I, I really enjoyed. you know, [00:18:00] or even I didn’t enjoy working for TGI Friday. Do you know what I’m going to buy? I’m going to buy the bloody franchise. I’m going to Chuck all my share.

[00:18:08] Like in TGI and I’m going to tell them that the correct way to have the toilet roll is the other way around, because that’s what was important to me. yeah, the money was seeing a flow through your fingers that way. but it is interesting. And so many people, they do pluck these, these big numbers out of the air.

[00:18:28] And I think. Actually sitting down and saying, what is your number? And I, I’ve gone through this exercise, couple of years ago and you sit down and you write, okay, this is how much I want to spend on holidays. This is how this is the home I want to live in. This is, you know, I want to send my kids to private school, but I want to, you know, I don’t buy a helicopter.

[00:18:46] I want to sail on a, on a yacht. I want to do this. I want to top it up. And for most people, what you actually really want. It’s probably not going to cost you more than a couple of million. [00:19:00] Yeah, I think, you used to be part of DC as well. Nigel Botterill for anyone that doesn’t know you used to run the EC and weirdly what, back to what we were saying earlier about, I need to not be in my brand anymore.

[00:19:13] These, they used to be called Nigel bottles, entrepreneurs circle, and he realized he’s pivotal to the business. So he started to extract himself. It’s a very similar thing, but he Niger always used to talk about processes. Adding up, all the things that you want, how much is that going to cost you in a year?

[00:19:31] So you want a car or a house or the mortgage payments on the house, repayments on the car, holidays, clothes, whatever your kind of things are. And then I think it was times it by 16, then that should give you your, if you put that money in a fund that should give you six to 8% return or something like that.

[00:19:49] That’s your number. And as you say, most people don’t really need more than a couple of hundred grand a year. No, they live in their ideal lifestyle, which is two and a [00:20:00] half million quid or something. Is that you invest wisely and tax efficiently. Then I would imagine that most, most people listening to this podcast, not, not everybody, but most people would say, do you know what five grand a month?

[00:20:13] Tax-free. I could live on that. Typically, if you know, your mortgage is paid off and your kids are grown up and you’ve got nothing but holidays and nice days out and meals to cover, it’s like, yeah, five grand a month. I could do that. Well, that’s that’s 60 grand a year. well, 5% that’s 1.2 million in the bank.

[00:20:30] That’s all you need. Yeah. And I think, I think once you’ve got your number, it, mine’s probably a little bit more than I actually need, but it’s also enough of a challenge. I’m not saying a million, isn’t a challenge by any stretch, but. I want to have. Yeah. I’m kind of into challenging myself and I’m one of those people that if somebody tells me I can’t do something, then I’ll move hell and high water to get it done.

[00:20:56] Even if it doesn’t benefit me, just because I want to [00:21:00] prove the point. Like the toilet roll in TGI Fridays or something. Well, that’s undo everything I’ve ever run, but that toilet roll will be the right way round. Cause I said so. Yeah. But, but now I think that there comes a point as you say, when it kind of gets a bit pointless.

[00:21:16]it always amazes me. some years go to the richest man in the world was always the, the Sultan of Brunei. And, the Sultan of Brunei was I think at the time worse, somewhere in and around the region of 9 billion quid. And he was famous for being what they call a high roller gambler in Las Vegas.

[00:21:39] And what he would do then was the casinos in Vegas would fly the Sultan of Brunei from his house, presumably in Brunei taken to Vegas. And he would gamble the nights away because as the Sultan of Brunei, he might gamble something like 10 million quid in a night. And obviously for the casino, that’s worth it by always thought, [00:22:00] if you were to sell it in a Brunei and worth 9 billion Queens, what’s the point in gambling?

[00:22:04] Because even if you win. Another billion quid tonight. How is your lifestyle any better? Because you’ve got 9 billion. Then when you add the billion or it’s about the fun and the entertainment, isn’t it? Yeah. Yeah. When the phone stops stop, like, you know, casino, gambling roulette, or something like that, there’s no skill involved in that, you know, picking a horse or picking a sports team or something like that is there’s a bit of skill involved.

[00:22:36] You know, if you know about horse racing, you will do better than me. Cause I don’t, I know about golf I’d do than most people pick and who’s going to win the cup. But we have something like roulette, you might as well just play for matchsticks, if you will. Billions, you know, I, I just don’t, I don’t. And that’s where the, kind of the thought of, there’s a, there’s a point where it’s no longer beneficial for me to have any more.

[00:23:00] [00:22:59] Yep. Yep. So I’d like to have a little chat about day on Facebook thing, because that’s, that’s kind of what you’re building your, your, your businesses on is, is social media and Facebook, Facebook ads, do they work. Absolutely. I mean, my, my thing on Facebook and what I think people miss the point in is for God knows how many years since about the forties or the, since TV was invented more or less.

[00:23:27] The thing was get yourself an ad on the TV, if you possibly can, because there’s millions of people staring at that say they, the drawback was it costs 10 grand to produce a TV ad and then underground put them all in there, something like that. And I think if I’m, I’m not sure if this might change the last couple of years, but up until a little while ago, the most expensive ad slot in the world on the TV.

[00:23:51] Was the idea in the middle of the super bowl. And it was only other Apple and Coca-Cola and Pepsi and Michael Jackson was in it one year. I think it [00:24:00] costs some money. I remember seeing something that someone said it cost 5 billion to produce that ad and run the ad and buy the ad space and so on. But if you think about it now, More people are staring at their phone and Facebook on their phone than they have than they do on TV and even more so now, yeah.

[00:24:20] When an advert comes on the TV, that’s when you pick your phone up and watch your phone rather than watching the advert on the TV. So the, what was the audience on the TV? Is now much more on Facebook, on social media, on online generally, and with Facebook being by far the most used website on the planet and people spend more time on it and any other, they basically, can’t not work.

[00:24:49] If you’re doing them correctly, but you know, TV ads don’t work if you don’t do them correctly. So yeah, absolutely. They, they, 100% work. And at the moment, the cost of getting [00:25:00] your ad in front of the same number of people that you would want to get in front of, in the middle of coronation street or something, I know 3 million people.

[00:25:09] The TV ads compared to the Facebook ad cost is just ridiculously. The Facebook had to be 95% less, but in that way, Hmm. And it’s highly targeted. Whereas coronation street is just people who like coronation street and then within the people say, what happens is with all advertising, you kind of have to generalize.

[00:25:30] So for example, if you wanted to target, if you wanted to sell, say makeup, You probably wouldn’t put your ad in the middle of a football match because the biggest majority of the viewers are men. if you wanted to sell men’s after the show, a male based product, you wouldn’t stick it in the middle of loose women in the afternoon.

[00:25:51] Yeah. Although there will be some crossover. But so as you take, you’d be hyper-targeted. Yeah. Not only that you can follow up with those people. Cause you [00:26:00] can see who’s looked at the ads, what they’ve done with the ads. Have they shown interest further and then you can kind of re target those people. We follow up from there.

[00:26:10] So by far. I mean it’s for my money. It’s without a doubt, the most powerful advertising platform there’s ever been, as far as interruption marketing goes, as far as search marketing goes, Google is it’s competitive to that. So it depends whether you’re a search based, product or service or an interruption based product or service, I would say.

[00:26:32] Yeah, definitely. If you’re an emergency plumber, then waiting for people to scroll down to your Facebook ad is probably not going to happen. Is it? Yeah, absolutely. And that’s the thing. If you will, if you’ll come home tonight and your house is flooded, you’re not going to look on Facebook. You kind of go inside, you can fix my leaky roof.

[00:26:52] Although there are, you know, there are ways that plumbing services can use Facebook ads and so on. Then you just get themselves known to people and start to [00:27:00] create a bit of a relationship with them so that when they do have that problem. Now, John, the plumber I already was, he was that bloke that told me a lot of good stuff on Facebook.

[00:27:08] Yeah. I trust my one percenters is really lucky because we’ve got some masterclasses classes, which you put together for Facebook ads. And that, that was such a great along with loads of other business topics and things. But if we were looking at people who are, who would just kind of come into the world of Facebook ads, what’s the kind of one tip or two tips maybe that you would give to somebody who’s new to kind of Facebook ads.

[00:27:27] I think, I think the big thing, we’ve Facebook and advertising generally, but, But there are an awful lot of people miss, when they first started a lot of people who have been around for a long time. So somehow I’ve got to where they are without sort of understanding. This is with all your advertising.

[00:27:42] You want to be helping people. So you want to be kind of trying to build a relationship with someone. And I always kind of talk about it’s very much like, starting a relationship of a new boyfriend, girlfriend, husband, wife, whatever it happens to be. And. If you, when you first kind of meet someone, you might [00:28:00] meet them in a pub tonight or something.

[00:28:01] And initially you just kind of smile across the bar at them. And then if they smile back, you can take the next step, which might be, you can introduce yourself once you’ve introduced yourself, you buy a drink, you get the name. Eventually you get a phone number. You go on a first date. You’re getting guys wait until you get married or whatever the process happens to be.

[00:28:17] And. When you’re advertising, it’s kind of similar. So especially on Facebook where nobody’s on Facebook to buy stuff, they’re on there to look for their friends and do, you know, whatever they do on Facebook, but their friends and families and so on. So, if you’re going to introduce yourself to that person, you can’t just say here’s a thing.

[00:28:37] Do you want to buy off of me? Because that’s not what they’re there for, but if you can kind of create that smile across the bar moment where you say, if you, I don’t know, selling something like it’s planning services, just cause you brought it up. If there was, if I sort of thing on Facebook and said, here’s a video that shows you the top seven.

[00:28:57] Things that are going to stop you calling out a [00:29:00] plumber this year or something. It’s something like that. Then I might look at it because you’re not kind of trying to sell this. I mean, you’re just trying to help me not call the plumber out this year and therefore saved myself however much plumber’s cost.

[00:29:13]And then from there, once you’ve got people watching those videos, you then kind of know all of this content, whatever it happens to be, you then know that that person must have be a householder. They must want to save money on their, plumbing bills or whatever it happens to be. So you can start to understand what that person’s, I can, then you can kind of take them to a next step.

[00:29:33] And so build that relationship thing. So as John was saying, when you come home and your house is flooded, You maybe won’t go to Google. You’ll know that bloat, John, the plumber who has been giving me loads of free advice on Facebook, about how to save money on my plumbing stuff at home. I’ll give him a call because I already know him, even though they don’t really know you, but they’ve got a perception of nine years.

[00:29:57]Because I’ve seen so much of your, [00:30:00] your sort of helpful stuff and sort of trying to sell something on Facebook. I always say to people just, it can add up, it says I’m a plumber to come and buy my plumbing and stuff is a bit like walking into to the pub tonight and just shouting out and he wants to get married.

[00:30:12] Yeah. And you know it well after a few beers every now and then I’ve had a bit of success, but no, you, you sold your company for 25 million. I think you might get a few yeses. Exactly. That’s the one it’s all building up to, there’s a hole in plan, but yeah, you know, it’s, it’s just that engage with people and social media is meant to be social.

[00:30:35] So as a business, you can be social with people. You don’t just have to say here’s a thing. Come on by my thing, because people just won’t respond to it. That’s my top tip. Should we say, I love that. I do. I mean that constant drip, drip, drip of, let’s say there’s little touches, moving them from glance, cost of bar, case, touch, whatever, you know, It’s very similar to the kind of weekly emails, [00:31:00] tactic that I talked about in routine machine whereby just emailing prospects once a week was something that isn’t salesy and just gives them that little value where it’s gangbusters and it works particularly well for businesses that are reactive.

[00:31:16]so the case studies are used in a book. For example, there was one, is a Marine engineering company. So the only time people want to use their services is when their boat engine explodes. So very, very reactive. But who are you going to call when your boat explodes? Where are you going to call the guy who’s been emailing you with really, really useful stuff every week for the last 18 months?

[00:31:40]the HR lady, you know, when you, when you’ve got staff problem, who do you call, but you call the person who, you know, like, and trust it’s, it’s a basics of marketing again, isn’t it? Yeah. And it would be exactly the same if you had, a family member or a, an old friend, like a personal friend who you knew, that was a mechanic and your [00:32:00] car broke down.

[00:32:01] The first person you’re going to call is that person, you know, that whole know like, and trust. So the things that, the key to everything. So because you’ve known, you know, your brother or your sister or whatever, and they’re a mechanic and you’ve got a car problem. You instantly say, well, the first person I’m going to call is that person I know like, and trust.

[00:32:19] It’s not true, Jason, because Jason, his brother is a mechanic.

[00:32:27] Yeah, you’ll kind of go to the person who’s familiar to you. and who, you know, like, and trust. It’s just the, the default thing for people to do almost. Yeah. And easier again, it’s that fear, like we said, about the predictability of revenue for a person, buying a business for a person buying a product or service it’s I don’t want to make a mistake.

[00:32:50] I don’t want to hire a cowboy. I don’t want to get burned. I don’t want to lose money. I want this to work. That’s all they want to do. Absolutely. And I, I always sort of used the [00:33:00] analogy of, in every town and city and village around the world virtually there’s lots of say takeaway food places. There’s lots of say three or four pizza restaurants, three or four Indian, three or four Chinese, three to four kebabs waver.

[00:33:13] But people will always use the same Indian that I always go to or the same pizza they always go to. And your neighbor might be fiercely critical of your one, but you don’t like their wine, even though you’ve never actually tried it. And the reason you want to try it is because when you went to the one that you go to the first time, it was all right.

[00:33:34] Yeah, and you want it to not be all right. He, even something as simple as a Chinese takeaway, which might cost you 30 quid or whatever, you don’t want to mess up your third equate. So you’ll stick with what, you know, as opposed to chancing what might be a million times better. Yeah. Tell me about it. I’m not allowed to order from my local pizza restaurant because my wife had an argument with them best pizzas [00:34:00] by far, but I’m not allowed to, I have to wait till she goes out a secret affair to burn the box.

[00:34:12] So I’ve done. I mentioned routine machine just now. Do you have any favorite go-to routines that have helped you? I think there’s, there’s, a few things that I do. I, as I said earlier, I’m a big one on psychology. I’ve read lots of, kind of, self-help books, NLP kind of books, new linguistic programming and so on.

[00:34:32] And I think for me, I, I kind of. Got into the whole world of psychology through playing golf. And because I play golf at a reasonable level, should we say, and I really kind of plateaued a few years ago and I didn’t kind of know how to get to the next level. And I’ve my golf coach is a incredibly good golfer, a European soccer player and so on.

[00:34:53] And he just said to me that you can’t improve your swinging really. I mean, you can oversee, but your biggest improvements are [00:35:00] going to be. If you fix your mental side of the game. So I sort of learn a bit of, sports, psychology and so on. And I think the biggest thing for me is you have to have a goal or multiple goals and you have to visualize them as often as you possibly can.

[00:35:17] One of the things I was had, this conversation with somebody I was sort of helping out a couple of days ago is they kind of like, Oh, so I’ve got to sit down for like a half an hour today and visualize stuff so that you can be sitting in the car. And the traffic light goes red and you can visualize your thing.

[00:35:34] You’d be sitting on a bus. You could be either a Q in, at Starbucks. It’s not a process whereby you have to say, right. I’m about to sit down and do the visualizing. You know, you can, you can be anywhere. And when you start to sort of visualize things, it just kind of naturally pops into your head. Yeah. Yeah, and I, I do, believe it or not, I’m on a bit of a fitness kick that I [00:36:00] cycle quite a lot.

[00:36:01] And whenever I’m on my bike, I use that time to visualize stuff. So I have three or four goals that are really kind of top of mind at the moment. I’ve got the long-term one in 20, 26, the visualize from time to time. But in the short time I visualize what needs to happen today this week, this month. And after that, it’s all a bit.

[00:36:24] In the future. So I kind of worry about that stuff a bit up the road, shall we say? But yeah, I think my biggest routine is to visualize stuff. As much as possible, but the only way you can visualize stuff is to have a clear idea of what it is you want. Yeah, definitely. I’ll one of the, well, the first of my magic ingredients, from big ideas for small businesses was goals and goal setting.

[00:36:48] And I talked in the book about the process of visualization and having the vision board. And I think I talked through originally, I had this vision board and it was, we were remodeling our home. [00:37:00] And part of that, I think it was a new, Oh, it was a new song. I want it to fit a sauna within our house. And I found this image on Google.

[00:37:07]other image sites are available and it was like this fantastic. It was all glass and like black slate. It was really, really very, very swish. Absolutely loved it. We had the sauna installed. And it wouldn’t fit. The really we’d know one wouldn’t fit. So I ended up with a more traditional kind of wooden sauna, like, well that’s okay.

[00:37:28]also ended up with a brand new en-suite bathroom and it was only after I fitted the en suite bathroom and walked in and suddenly pulled out my little vision board image and realized that I had the full screen glass, shower curtain, and the exact tiles all over the bathroom that were in my sword.

[00:37:47] I’d recreated the sauna. In the bathroom and just, it happened completely subconsciously. I know people say, you know, the secret and all that. I, I’m not a believer in manifesting the [00:38:00] world, but I am a believer in programming your subconscious to spot things. And those micro decisions that you take on a daily basis by visualizing you are programming your moist robots.

[00:38:14] To do the right things to move you towards that vision that you have got in your mind. So I think there is, Y you mentioned the secret. I think there’s, there’s a number of ways. People kind of believe in this stuff. Should we say some people will call it the secret. Some people call it manifesting.

[00:38:33] Some people call it religion. Some people call it an LP, somebody, you know, whatever it is you want to call it and whatever works in your brain, that’s great. But even in the Bible, or I’m not a religious person, but I know Tony Robbins talks a lot in the Bible. It says ask, and you shall receive. But if you’re not asking the right question or you’re not telling your in my world, it’s the brain that does it.

[00:38:58] If you’re not telling your brain [00:39:00] what you want. Then how is your brain ever going to go and get it for you? Whatever that thing happens to me. And I think it’s when I started doing somebody who sat in LP kind of goal setting stuff, it’s freaky how stuff happens. And you often look at you that dang, right.

[00:39:18] That has got to be a coincidence, but it happens time and time and time again. Are you going to live in the world’s biggest coincidence, bullied or something? Oh, there’s some kind of legs study stuff on guy move option. So you pass because I think the brain is a lot more powerful than us mere mortals are aware of.

[00:39:39]I mean, I obviously I’ve, you know, I’m 43 now, 43 years on this planet. that is several million. If not hundreds of millions of memories that I’ve got in here and. I was reading the other day. And someone said you don’t remember all your memories because if you did, you’d, you’d go mad because [00:40:00] you cannot literally recall all your memories.

[00:40:03] Yeah. I can read one line of a story or whatever, and suddenly, instantly vividly recall a memory from 17 years ago and I can smell the grass or I can, I can hear a song and instantly be transported and know my brain is. Basically a big filing cabinet and it’s just gone. I recognize that I’ve got something for that.

[00:40:24] Let me go. Yeah, 2001, it was this day, you were listening to this music. You were wearing that those trousers look. Wow. Okay. I don’t need that file anymore. If you could put that back now, if you could actually work going forwards and tell me how I’m going to reach this go. Absolutely. But I think that is what your brain is doing.

[00:40:42]you mentioned psychologist just now. I was reading a book on learning. Earlier over the summer. And there was a study about students that were given the test before they were taught the answers and the students who were given the test first [00:41:00] at the start of the semester, did better at the end of year test than the children who were not given the task because the brain was given the problem right here is the problem you need to solve.

[00:41:13] I don’t know how to solve that problem. And then three months later, when they were taught how to solve the problem, the brain went, ah, that’s the answer I’ve been looking for, created the neural pathway, made it permanent so that it didn’t forget it when they were then tested on that five months later, they recalled it better because the brain created the problem first.

[00:41:34] And I think with your visualization, what you’re doing. Is you’re creating the problem. First. I would like that a lifestyle where I’ve got 25 million pounds and I’m running this charity and your brain then goes, okay, well, we’re not doing that now. So I need to figure out ways that we can make that happen.

[00:41:54] And the more you nudge your brain towards that, and the more your brain is going to go, Danny is opportunity here. [00:42:00] You know, you do someone here might buy your business. There’s someone here who might be useful in the charity in seven years time. Yeah. And it was something I had a couple of days ago. I went out for lunch with my mother.

[00:42:12] And we live about 50 miles from where I grew up or the town that I grew up in. And we were in this kind of relatively lazy, noisy kind of, restaurant place where we’re having our lunch. And somebody’s about five tables over happened to mention fairly quietly. The name of the town I grew up and both my mother and I both looked at each other and said, those people are talking about Swanley, which was the town that I grew up in.

[00:42:40] Yeah. If I’d have been sitting there with you, you wouldn’t have heard the word Swanley because it means nothing in your head. Lot. Cinder would check, like try to service. I think isn’t it. Yeah. And if you was sitting in a restaurant and somebody said the name of. Your wife or your kids or [00:43:00] your mother or your father or something, because that resonates with your brain.

[00:43:04] You were here that even though it’s five tables was over because in your subconscious, you want to hear about, you know, your family or your wife or whoever it happens to be. But I think going back to what you were saying about you remember stuff, one of the things you can do that that’s really powerful, I think is memories create moods within you.

[00:43:24] So if, especially with music, I find if lots of people have got a song that reminds them of a particular holiday or a particular person, whether that be a romantic person or someone who’s passed away or whatever it happens to be. And as soon as that song comes on, You can go from being really happy, to really sad if it reminds you of a bad time or equally from really sad to really happy.

[00:43:49] And I do find going back to routine things. If you can focus on the stuff that makes you happy. So listen to songs that remind you of happy places happen times times [00:44:00] when you were successful, if you were trying to do something work related and that, again, just in tuned your mind to believing I am currently successful because you’re in that.

[00:44:13] Success mindset or whatever the word is that I’m looking for. Yeah. Yeah, definitely a lot. I’ve got a Spotify playlist it’s called choose your attitude. And it is literally based on it’s all songs that just. Get me fired up, or that means something to me. There’s there’s songs on there that they’re not particularly upbeat or anything, but they would in the charts when my kids were born and it’s like, boom, I’m instantly there.

[00:44:35] And it’s got nothing to do with the song. It’s got nothing to do with the lyrics. It’s just when I was driving back from the hospital where my newborn baby in the back that was playing on the radio. Yeah. And, and you didn’t associate that purposely. It just kind of happened. And even if you, if you don’t read any kind of follow a restaurant or pub.

[00:44:52] And the survivor song from Rocky three comes on the whole pump star, shadow the box. [00:45:00] Well up and down the steps and wait for mr. T to come running out with all these gold chains on. But. Oh on the bottom and comes out, finish him. Well it’s so hang of finishing him, I think we’re going to come to the ends of all that our podcast now that’s okay.

[00:45:20] But the one question we always ask in the problems, our listeners are listening to the ambitious lifestyle business podcast floor is to find out how to get themselves a ambitious lifestyle business. But we always ask our guests, what does that mean for you? What is an ambitious lifestyle business?

[00:45:35] What does that mean to you? I think, I think for me, I mean, I genuinely love doing what I do. I really enjoy it. I love the people that are my clients, the people I spend time with. I really enjoy being in business groups and finding out about other people and helping other people. And. I think I have this a bit of a thing within me that I like to help people.

[00:45:57] And I think if you can run a business [00:46:00] where what you’re doing is helping people, it’s going to be kind of good for your, your soul and your self worth. And so if you’re, if you, if you run a business where you’re ripping people off or. Dealing drugs. So sending out, I tell them like how much money you’re going to get.

[00:46:19] You’re going to have no kind of self worth, I think would be probably the right word. But if you, if you have a business that you enjoy running, that helps genuinely helps people and helps them achieve whatever they want to achieve in life. You know, you’re kind of halfway there because I can’t remember if it was somebody said, if you, if you enjoy what you do, you’ll never work another day in your life.

[00:46:45] And that to me is kind of what the ultimate plan is. And there’s a guy from a few years ago called Zig Ziegler, who was a bit of an American kind of early Tony Robbins type character. And his thing was always, you can have any thing you’d like in [00:47:00] your life, as long as you help enough people get what they want first.

[00:47:04] Yeah. And that’s kind of, I think just helping people in, like it just makes you feel good. Yeah. And if you can do that, life. Pretty good. Fantastic, fantastic. So if any of our listeners want like you to help them with their Facebook ads or any of their social kind of things that you want to kind of offer them to help them with, how did they get it?

[00:47:25] Probably the best way is I have a Facebook page called the ad crowd. as in the advertising crowd, come and join us over there., in all honesty, I’ve neglected it a little bit in recent times because most of my sales comes from referrals. but I am about to sort of really get back into really kind of doing what I preach to other people they should do.

[00:47:48] It is quite easy in life to, to tell other people what to do and not do the same thing yourself. But as, as, as part of my new processes, that’s where we go and say, come and have a look on the ad crowds. There’s loads of free stuff about Facebook ads [00:48:00] and what you can do with Facebook ads. And again, that’s that kind of relationship building thing.

[00:48:04] It’s just as easy for me to give you loads of stuff as it is to try and sell you anything. So I’d rather just help a few people out and see how they go. Brilliant. Thank you so much for joining us on this week or this month. So weekly. No, not doing that again. That’s right. It’s monthly. Isn’t it. So it’s

[00:48:24] that’s that’s it. Thank you very much for doing this again, Danny. No problem. It was a pleasure. Fantastic. Just to sometimes like to leave our listeners with a quote here. And, Danny mentioned, The book idea, Felix, Dennis, how to get rich, which contains one of my favorite quotes of all time, which is if it flies floats or fornicators, it’s cheaper to rent in the longterm.

[00:48:47] Goodbye, everybody.

[00:48:51] So they are another episode in the can. How was it for you? Please let us know. how do you listen to these podcasts? Please leave a review [00:49:00] on that platform.

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“John and Jason have been there and done it and don’t have an ego about it like many others.I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”
Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of pseudo business psycho-babble. Their no-nonsense, straightforward approach with relatable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

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John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

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