Episode 019 – Andrea Yager

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Automated Transcription

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Richard Matthews  

Hello and welcome back to the hero show.

 

I am here with Andrea Yager. Andrea, are you there?

 

Andrea Yager  

I’m here. Hi.

 

Richard Matthews  

Awesome. Glad to have you on the show. I’m going to, really quickly,

 

introduce you and we can get into your story. So basically,

 

you have been online for a number of years

 

helping personalities and businesses improve their online presence,

 

collect and communicate with leads and you focus a lot on automation

 

and relationships to help eventually drive what you said

 

long term clients and long term money for the business.

 

Is that correct?

 

Andrea Yager  

That is correct. Yes.

 

Richard Matthews  

Awesome. And I want to… I think at this point,

 

you hold the card for being the furthest away from me

 

on the interviews, because you’re currently in Israel right now. Right?

 

Andrea Yager  

Yeah, you should use Google Maps. You can see how many miles

 

I am away from you and how you can get here.

 

Richard Matthews  

Yeah, you’re in Israel. I’m in Texas. I think that’s the farthest away

 

we’ve had an interview, which I think is super cool that

 

we can do things like that nowadays.

 

Yeah. So what I want to do is just get started

 

and start off right now with what it is that

 

you are known for in the business space.

 

What is it that, you know, when people think of Andrea,

 

what do they think about?

 

Andrea Yager  

I’d like to know that too.

 

Yeah, ask a few people. What I think is that

 

I’m known for telling people why their business’s websites suck.

 

and how it can be improved. I mean, really heavily focusing on

 

lead generation, communication, automation, etc.

 

I guess it’s sort of fixing the parts of a business that

 

just become easy to neglect.

 

Richard Matthews  

Yeah.

 

Andrea Yager  

And then, turning them into profit.

 

What I’m probably known for in the last few years,

 

and so therefore, you know, people who’ve been

 

following me for a while know –by the way, I’m sorry.

 

So I’m just looking at some notes here because I’m

 

Richard Matthews  

under the section over here on the left.

 

Andrea Yager  

Okay. So sorry, whoever’s looking, I’m looking this way.

 

So in the last few years, I’m known as being

 

the head of digital marketing for Postmodern Jukebox.

 

And for those of you who do not know, PMJ is the name for

 

Postmodern Jukebox. That’s, I guess the acronym for PMJ

 

they are well known for taking modern day songs

 

and putting them through a vintage filter.

 

So as an example, you would have like a Miley Cyrus song tune,

 

and then they put it through like a 50’s Doo-wop. And we tour

 

Richard Matthews  

that’s cool,

 

Andrea Yager  

yeah, it’s very cool. I encourage you to look them up.

 

We to tour worldwide, about 250 shows per year.

 

And we actually just started a Vegas residency.

 

And we have nearly 4 million YouTube subscribers;

 

over 1 billion video views.

 

Probably at this point, 2 million Facebook fans and a very…

 

our email game is quite strong.

 

So they’ve done an amazing job at content.

 

Richard Matthews  

Yeah, they’re delivering good product

 

and even marketing the hell out of it essentially,

 

for the last couple of years.

 

Andrea Yager  

Yeah, I mean, look, you know, we’ve hired people like

 

Facebook advertisers and stuff.

 

And we’ve hired different people for stuff.

 

And they’re like, “Oh, my God, our numbers are amazing.”

 

And like, I’m being honest, like, sometimes it’s easier

 

when the product is…when they’re so good at being prolific at content,

 

and the product itself is good. It’s obviously easier, you know,

 

makes things easier. However,

 

Richard Matthews  

that’s such an important point too is how

 

a good product almost sells itself?

 

Andrea Yager  

Yes. On the other hand, the other important points is that

 

when people sit there and talk about content, and they say,

 

“Does it really matter?”

 

just like, “Do people really want to hear from me?”

 

“Does it really matter?”

 

If they had produced one video,

 

and they did when they produce one video,

 

then it was just sort of like a, like a kind of popular meme, you know,

 

like a little hit. If they had just done 10,

 

then it would have been like, like a shtick (gimimck), you know,

 

they just like they did, they did that thing, and then it would have like fizzle.

 

But they have produced over 300 original videos,

 

and nearly releasing one per week for how – you know,

 

the last however many years.

 

And sometimes I think we have released up to four albums in a year.

 

At some – it’s not all the years, maybe three to four albums per year.

 

I mean, the success is consistency.

 

And, like what we were just saying, like, it’s not always easy,

 

because when anyone who gains attention knows

 

that with fame comes haters, right?

 

Richard Matthews  

Yeah.

 

Andrea Yager  

And if they had allowed themselves

 

to pay attention to the comments all the time,

 

and be derailed by those haters. So they would have been denying the world,

 

so much amazing music and entertainment.

 

And that’s like, also the important lesson, like, just be consistent.

 

Be out there and do something great.

 

Like, it’s not like everything is – if you go on there,

 

there’s a lot of songs that people are like,

 

“Yeah, no, this one didn’t work for me this week.”

 

“Didn’t like that.” you know? “…wasn’t this not my favorite.”

 

And if you just read that, you know, it’s like, it sucks your heart out, you know?

 

But you’ve got it. But then like, obviously,

 

like in many, many, many more numbers, there’s like,

 

“Wow, it’s amazing. This is great. This is amazing. This is great.”

 

And you got to just plow through that and just keep on being consistent.

 

Richard Matthews  

So it’s the consistent content really does –

 

it makes for, I guess, it helps smooth the up – down curve

 

that a lot of businesses run into.

 

Andrea Yager  

Right! You’re not always going to get a hit.

 

You just gotta keep trying, you know?

 

Richard Matthews  

Yeah.

 

Andrea Yager  

I’ve learned a lot about that from like, watching from…

 

because perfectionism is such a…

 

obviously, that holds so many people back.

 

I’ve set out from that. And just watching what –

 

and by the way, they create a great product.

 

It’s not like they change for a great product.

 

They’re like, let’s just put the shit out.

 

Richard Matthews  

Yeah, that makes sense.

 

Andrea Yager  

It doesn’t have to please everyone.

 

Richard Matthews  

So my next question for you is actually about your origin story. Right?

 

So in our show, we talked about this all the time,

 

every hero has an origin story, right?

 

When did you start to realize that maybe you were different

 

that maybe you had superpowers

 

that maybe you could use them to help other people?

 

Where did you start to develop and discover

 

the value that you can bring to,

 

in this case, into businesses around the world?

 

When did you come into your own as an entrepreneur?

 

Andrea Yager  

Okay, well, wow!

 

Origin story, and when do they come into my own as an entrepreneur.

 

I guess the entrepreneur thing, like,

 

I think it’s a it’s sort of like a family bug.

 

That’s something that has always been, you know,

 

we weren’t talking about becoming doctors and lawyers,

 

we were always talking like, we would always sit around.

 

And when we would go experience something,

 

we would come home and say, “How are they doing that?”

 

“How are they making money? How can we do it better?”

 

You know, that’s those are the kind of conversations

 

that would be happening in my house,

 

and just constantly like business, business ideas, and business thoughts.

 

And so I think that was just a natural like,

 

it became more natural for most of us in the family to become entrepreneurs.

 

My personal story had a little crazy detour,

 

because I moved to Israel after college.

 

And at that time, I didn’t seem so courageous, because like, you know,

 

if you know, one or two other people doing it,

 

it’s like, doing something similar. You’re just…

 

I just feel felt like a follower. But in hindsight, I look back and I’m like,

 

“Well, that was a pretty bold move, you know?”

 

Richard Matthews  

Yeah, absolutely.

 

Andrea Yager  

And right, it was.

 

And then I was thinking that I was following leaders from a young age,

 

I was attracted to different and innovative and bold,

 

and I think that that’s sort of stuck with me, for better,

 

for better or worse. In this case, I can’t say I’m unhappy with the choice,

 

but it’s impacted my life in every way. Because what happened is,

 

OK, so the year after college, I moved to Israel, and then I met a guy.

 

And then we got married. I went back home to Atlanta, Georgia, where I’m from,

 

and had a wedding. That was sort of like a wedding and

 

a send off the same time. Yeah. went to Israel.

 

And I was like, “Is this for real?”

 

Like, this is really gonna, you know, it wass like,

 

you know, you don’t know, you’re just like, I’m just –

 

“Am I going to actually live here like…”

 

I’m just kind of talking big on talking adult, but like, we’ll see.

 

And then nine months, and 17 days later, I had a baby,

 

which was – let’s just say unexpected, okay.

 

So there it was, and really far away from home,

 

in a foreign country, with a baby, and not to get too personal about it,

 

but I did not have the greatest home life.

 

And I was like this – I was more of a,

 

I guess, it’s not as much competitive as much as like secretive,

 

and I didn’t share. So I wasn’t telling people what was going on.

 

So what I did is I just poured my heart and soul into work.

 

And I actually think about it’s one of these things,

 

I think that I wonder if I had been in

 

a wholesome and satisfying relationship,

 

like would the outcome have been different, you know?

 

Does that make sense?

 

Richard Matthews  

Yeah.

 

Andrea Yager  

I mean, I asked that, because when I did eventually become

 

courageous enough to like, leave that relationship,

 

which was after a couple of more kids and however many years later,

 

the time and energy that it took into developing what is now a remarriage,

 

which is very recent, there was like eight years in between the divorce

 

and getting remarried. It was much easier for me to manage the, like,

 

dealing with those relationships, because I was in a growing career.

 

Than had I been when I was first developing the careers back.

 

Richard Matthews  

Yeah.

 

Andrea Yager  

When I was, you know what I mean?

 

Richard Matthews  

Yeah, it’s like, it’s easier to manage something as complex as

 

a marriage and relationship

 

and children when you have your career sort of solid.

 

Andrea Yager  

Yeah. So I like my baby that was like, maybe that was like

 

a gift in disguise because like, I really just, I mean,

 

I hit hard. I mean, I graduated college with the –

 

I did have a degree in marketing,

 

but it wasn’t you know, internet was nothing, nothing, nothing.

 

It was like, everything was brand new and fresh.

 

And so we were all starting from the same point, you know,

 

only I had learned how to type in high school.

 

So I knew how to type …

 

Richard Matthews  

Yeah back with orange key-cover things that they made you use.

 

Andrea Yager  

A S D F J K, whatever. That’s what I remember.

 

Richard Matthews  

They made us have keyboard covers.

 

Ours were bright orange,

 

and you had to put them over the keys.

 

So you couldn’t see the letters.

 

Andrea Yager  

Can you type them like, Are you good?

 

Richard Matthews  

Oh, yeah, I can type like 100 words a minute.

 

Andrea Yager  

I love it. It’s like my greatest thing.

 

Like, I’m sitting here doing this in the end,

 

kids are like, what is going on there? What is happening?

 

You know, and just like, What?

 

I’m looking at them and typing it doesn’t make sense to them.

 

Richard Matthews  

They’re like how do you do that? Yeah.

 

Andrea Yager  

Yeah.

 

Richard Matthews  

My nine year old is blown away by my ability to type

 

and he’s going through a typing tutor thing right now and learning to type.

 

And he’s like, he came here today. He was all excited.

 

He was like, “Dad, I’ve got the whole whole row. Look, I can type in that.”

 

Looking at it. I was like, “it’s pretty good.”

 

Andrea Yager  

it’s great to hear that he’s interested in it.

 

Like, I mean, they look sometimes and they’re like, “She’s cool.”

 

And I’m like, so don’t you want to be cool. Like me?

 

Richard Matthews  

They’re like “I can just talk to my phone.”

 

Andrea Yager  

Yeah, yeah, exactly. Yeah, I know. I thank God for texting,

 

because then we actually do that is where they do develop

 

some of the skills, at least their thumbs, you know?

 

Richard Matthews  

Yeah, typing is really good.

 

I told my son actually, that he’s probably

 

the last generation of children that’s going to be forced

 

to learn to type his kids may or may not need to

 

just because we’re changing the IO stuff for computers.

 

Andrea Yager  

I hear also that people’s thumbs are going to start to be developed like,

 

like points because like survival of the fittest.

 

Richard Matthews  

That’d be hillarious.

 

Richard Matthews  

I wanted to pull something out that’s cool…

 

From your origin story that you talked about… getting into Israel,

 

and realizing that you had gone into something without maybe

 

being ready for it. But that was one of the key aspects

 

that sort of helped you grow.

 

It’s one of the things that I talked about regularly with my kids,

 

because it’s a big piece of advice my dad gave me and said,

 

“If you ever, if you wait till you’re 100% ready to do something, you’ll never do it.”

 

In your case, you’re talking about just like becoming an adult, right,

 

and getting into real relationships and starting your career

 

and everything if you’d like, if you’d waited until you know,

 

you were officially ready to move to Israel or to start a family

 

or to get into your business career,

 

it will probably never happen because part of the journey of

 

becoming ready is actually taking those steps and doing that action.

 

Andrea Yager  

Yes, definitely. Actually sometimes, I look back, I’m like,

 

“I cannot believe what I was able to accomplish.

 

Under those circumstances”

 

I think that and it is like, I see now sometimes people who are just so slow,

 

and I’m like, I just move, just go.

 

Richard Matthews  

Just do something. Right. Just take some action, right?

 

Because that’s part of the process

 

Andrea Yager  

Do something.

 

I’ll tell you that first business that I started before.

 

Richard Matthews  

Absolutely.

 

Andrea Yager  

Okay, so here’s kind of how it happened. I was managing a store.

 

And the reason I was managing a store is because

 

these people had hired me when I was five months pregnant.

 

And so I promised I would come back.

 

And so I came back and I was thinking,

 

“Okay, this is not a career path for me.”

 

I’m like, “so what am I going to do?”

 

And I realized that where I was, is a very transient community,

 

people were coming and people were going all the time.

 

And a lot of like Anglos were coming and going.

 

And there was still obviously a lot of like local people.

 

And I’m like, “How can I capitalize on this?”

 

And so what I did while working at a store is on the side,

 

I opened up this like consignment shop.

 

And I had someone who was working for me.

 

One of the craziest things is that I was so connected to earning an income

 

that I refuse to move away from that.

 

And I don’t know if that’s called courageous or crazy.

 

I think it’s actually more crazy. Like, because I didn’t invest in myself,

 

I was like, I was just burning the midnight oil.

 

Because I was working for someone else taking the money

 

that they were giving me to pay someone else who was working for me.

 

And what I ended up doing was starting this,

 

I started this consignment business,

 

but then I started looking going into the market.

 

And what the market was telling me was “How I should have evolved.”

 

“What happened?” Someone asked me, “How do your moving sales work?”

 

And I’m like, “I had never done one before.” And I said, without even skipping a beat.

 

I like came up with some answer. And then I went to the internet.

 

And I’m like, okay, looking up even this is like sort of very new internet time.

 

I’m like looking up what that means how that works.

 

And then I started very successful

 

Richard Matthews  

Back in the day when the internet screeched at you?

 

Andrea Yager  

Yes. So then I started very successful moving sale business,

 

which I was doing is more sort of like a hobby.

 

And I was using list building. And I was sending these people,

 

I had a whole list. That’s how I would communicate with people

 

I was sending and I built like a bit of a little web page.

 

And what I ended up doing for the people who I was still doing work for them.

 

As I said, I will build you, I wanted to take a course in web design

 

because I wanted to get my foot in the door at this point,

 

I was pregnant with the second child

 

and I wanted to be able to work from home when she was born.

 

And so I said how can I do that?

 

So I said, I’ll go to take a little course in websites,

 

and then I’ll be able to do something from home.

 

I had the people where I was working the store,

 

I said, “You help me pay for the course. And then I’ll build you a website.”

 

But I’m leaving them when I give birth.

 

Yeah, so I took this web design course, I built them their web design.

 

And then I said, you know, web design is not really my thing.

 

Like I’m not, I’m much more of the creative side than the

 

coding and technical side. But do you have any idea how much

 

that has served me how well that has still served me today.

 

Knowing HTML, just, I know the code.

 

So I’m very comfortable just going into some things

 

and tweaking things because I started there.

 

And so that like it kind of builds from there to where I was able to say

 

that I went from literally getting a degree in March, you know,

 

just a minor degree in marketing. Without even the internet being around,

 

I basically got a degree before Google.

 

And the work that I developed by buying courses,

 

moonlighting, creating my own stuff, literally, as I bought something,

 

I implemented it, and that is another thing, you buy something,

 

you learned something you need to implement it.

 

I had taken that web design course,

 

but I didn’t have that commitment to those people where

 

I didn’t have my own business where I needed to learn how to code.

 

Create this page and collect leads or whatever it is,

 

and I didn’t start emailing people I would not have

 

I wouldn’t have had the the pressure to do it, you know,

 

people hired me, I had to do this moving sale,

 

I had to get that information out there.

 

I had to put those pictures on the internet, I had to you know,

 

I had to build that. And that’s, you know, kind of how it kept evolving.

 

Richard Matthews  

So it’s like a journey of just forcing yourself to take action

 

and move forward and gather skills.

 

And as you gather the skills, you sort of are developing yourself

 

into the entrepreneur you are today.

 

Andrea Yager  

Right? I put on Facebook, not long ago, how it all evolved.

 

Because when I first started, it was like,

 

it was I think, I guess it was online marketing or internet marketing

 

and people basically thought I was scamming them

 

ecause that’s when the internet started.

 

And that’s what people were doing.

 

They were just “How you can get rich quick online.”

 

That’s what they saw what I was doing,

 

they couldn’t define what I was doing,

 

and how it has evolved now from my online marketing,

 

engine marketing, inbound marketing, now it’s digital marketing,

 

and now everyone needs it. And now it’s like, you know,

 

Richard Matthews  

all the cool kids on the block do digital marketing

 

Andrea Yager  

Yeah. Now if you’re not doing it, your business is tanking.

 

So you know, so yes, that evolution.

 

I’ve been around since the beginning with it all.

 

And I’m finally – I’m legit. Now I’m not, you know,

 

Richard Matthews  

Yeah, you’re not the crazy person who’s, uh, you know,

 

living out in the wild wild west? Yeah, think oil sales.

 

Andrea Yager  

Yeah. Right. But that is, you know, it was a

 

Richard Matthews  

crazy evolution to think about.

 

Andrea Yager  

Yeah, and I think like, I can’t believe I did all that

 

where now I could actually literally go into a company

 

and be the VP of Marketing for like, I feel comfortable.

 

I feel like I know everything with digital marketing, I feel, you know,

 

comfortable with that, without having–necessarily having

 

gone to college for that, but invested so much in courses.

 

I’ve told this to people. I say, when you look at it, and of course online,

 

don’t look at it as someone’s overcharging for something that,

 

you know, on Amazon costs $10.

 

Like they’re charging $197 for a course, or 997, or $2,000.

 

For me, I’m like, that is another, that’s like another MBA for me,

 

it’s another degree. It is, you know,

 

you have to look at it as continuing education,

 

and not as if you’re just lining someone else’s pockets.

 

Richard Matthews  

Yeah, I’d say at this point, my course bill over the last 10 years

 

is over 100,000 dollars, which is significantly more than

 

I paid on my college degree. I totally get it. Right.

 

And I think it’s a good way to approach it, think about it,

 

like you’re you’re paying for, like if you’re going to get

 

a medical degree, you’re putting $200,000 down

 

before you’ve been you know, had to sit,

 

you spend the rest of your life paying it back

 

and like these courses can you can take them,

 

learn skills from them, implement them and earn money back for them.

 

Like every course I’ve ever bought, I’ve implemented

 

and learn something from and integrated those into products

 

and services that I’m offering and recoup the investments. Right?

 

And I would imagine your story is the same, right?

 

Because when you learn something,

 

if you actually implement and do something with it,

 

it’s an investment that has an ROI. It’s not just a cost,

 

Andrea Yager  

Right I mean, I suppose it’s hard because you know…

 

when you go to your doctor, you’re more likely to recoup it.

 

And when you do some of these investments I guess people don’t.

 

Richard Matthews  

They don’t use them.

 

Andrea Yager  

Well I mean, we see it.

 

I see it, they call me, I speak to them, I’m with them.

 

I feel it, sometimes there’s things I struggle with as well.

 

And I’m like, I understand that it’s a lot to intake.

 

And it’s harder to just, you know, put pen to paper

 

and just make something happen. It’s hard.

 

Richard Matthews  

Yeah.

 

Andrea Yager  

It’d be like meeting like, a doctor isn’t?

 

Like, it’s an easier way out in a way. It’s hard. But it’s easier, you know?

 

Richard Matthews  

Yeah.

 

Andrea Yager  

It’s a path

 

Richard Matthews  

it’s a more defined path that is sort of settled in front of you.

 

Whereas this kind of stuff, you have to actually

 

get over your mental barriers and implement.

 

Andrea Yager  

by the way, the reason I say that is because

 

I went through a divorce. And I had to know,

 

now it’s time to take the job. I had to step back into that,

 

because I had to make sure that I had that income coming in

 

while I was going through all this stuff.

 

And that’s also made me much better, because then I’ve also now

 

I can say I’ve worked in high tech companies,

 

and I was recruited for these companies,

 

I didn’t actually have to go pursue it because I went there

 

and I did critique their businesses

 

and they say come work for us,

 

which is the same thing that happened with Postmodern Jukebox.

 

So, um, but, but sometimes it is good to know like,

 

when you’re an entrepreneur, you have to also know

 

when to take a step back.

 

Richard Matthews  

In 2012, I stepped away from my business

 

and shut it all down and took a C-level position as a marketing director.

 

I did that for a couple of years, we 10x their lead flow during that time

 

because of what we were doing. But yeah, it was the same kind of thing

 

I just needed to change my situation and be in a place

 

where I was not worried about a paycheck.

 

Where I was not worried about whether I could feed my kids this week.

 

And I could just focus on the skills that I wanted to develop,

 

which at that point in time was some direct response marketing thing, you know?

 

I got to have a huge budget and play with huge budgets,

 

and really prove to myself and get some confidence in that space,

 

which really, really helped me when I went back to doing,

 

you know, the entrepreneur game.

 

Andrea Yager  

Right, right. And by the way, working builds up your skills,

 

it also builds up your networking, it builds up your relationships,

 

and it builds up your case studies.

 

I mean, like you just said, when you 10x them.

 

Richard Matthews  

So and it’s I think a lot of times,

 

entrepreneurs look at the word job like it’s a four-letter word,

 

instead of like opportunities that can be used, right?

 

And I don’t make a great employee. And I knew it was a temporary thing,

 

but I made the most of it. And sounds like you’ve done the same thing,

 

which is really cool. So next question is your superpowers, right?

 

So in the entrepreneur space, right?

 

We have, it’s what you do, or build or offer this world

 

that helps solve problems for people.

 

It’s the thing that you use to slay your clients available, so to speak,

 

what would you say your superpowers are as an entrepreneur?

 

Andrea Yager  

Okay, well, first, I’m just going to add the ones above,

 

because I feel like it’s the PS I didn’t get to,

 

just in case anyone’s actually listening,

 

I had been doing the Postmodern Jukebox for the last however many years,

 

but the last few months, I’ve transitioned.

 

And, as opposed to just being one to one, I’m trying to be one too many.

 

And I am still with them doing their email marketing

 

and their automation and lead-gen.

 

Like this way, I want to be able to help more.

 

So as far as the superpower, and that’s why I’m bringing it back to here

 

because I’m regenerating that superpower.

 

Which is that I think I had tracked attention to people

 

who are a little bit more elusive. I know I’m going kind of old school here,

 

but I had created a video. And this got me a free ticket to

 

a Rich Schefren conference. You know Rich Schefren?

 

Richard Matthews  

I do.

 

Andrea Yager  

Right. And then when I was at that conference,

 

that video or a different one got me the attention of Jeff Walker.

 

And you know, Jeff Walker,

 

Richard Matthews  

Yeah, Product Launch Formula.

 

Andrea Yager  

Right. Okay. So then he came over to me,

 

and we struck up a conversation.

 

And I ended up working with him for over two years of PLF.

 

And so yeah, so that was somewhere in the last

 

however many years in between, I would say my

 

move and sell business, website design course, and where I am today,

 

so Jeff Walker is in there somewhere. And also, just a couple of weeks ago,

 

I was on a cruise and I ended up making friends with the captain

 

and was invited as his guests to one of the exclusive events there

 

and also Postmodern Jukebox is their own thing.

 

I think that’s kind of a special power, being able to say,

 

“Okay, well, I’m not intimidated by the personalities.”

 

And I think I can help them a lot.

 

Richard Matthews  

Yeah, so some of the big names that

 

a lot of people might consider unapproachable.

 

You’re able to build relationships and rapport, and actually create.

 

Andrea Yager  

There’s other other names that I’m not even able to talk about.

 

Richard Matthews  

Not at liberty to say,

 

Andrea Yager  

not liberty to say.

 

Richard Matthews  

Yeah, that’s an important skill.

 

And it reminds me actually of,

 

I’m going to forget the name for it

 

the guys that the training that guys go through for dating, right?

 

I can’t remember there’s a name for it. Like,

 

Andrea Yager  

was that double your dating?

 

Richard Matthews  

Yeah, that kind of stuff.

 

Andrea Yager  

Eben Pagan

 

Richard Matthews  

Eben Pagan kind of stuff or Neil Strauss.

 

So those people really talked about, like, you know,

 

when you go into the room, go into the bar or whatever.

 

And there’s the girl who’s a 10. And nobody talks to her.

 

Because everyone feels like they’re not good enough to talk to her.

 

But if you had the guy go up and say, “Hi.”

 

you’d be the only one who did, right.

 

It’s like that kind of thing. And most most entrepreneurs are like,

 

I can’t talk to someone like a rich chef,

 

or a Jeff Walker or something like that.

 

Because they’re like, way up there.

 

They’re big names and big stuff like that.

 

Reality is they’re just normal guys. Right?

 

Andrea Yager  

Right, who need help sometimes too.

 

Richard Matthews  

They need help sometimes with what they’re doing.

 

And it’s the same thing with like, you get into big music names

 

and big celebrities and whatnot. Most of the time,

 

they’re just normal people who are running a business

 

and need the same kind of help and having the ability to sort of

 

get over that internal fear. Right, and introduce yourself

 

and build a relationship can be really helpful.

 

Andrea Yager  

Right. Yeah, I have family who’ve been in the music business

 

for a long time. I’ve been introduced to a lot of different people.

 

And, yeah, I mean, not that these people don’t necessarily intimidate me.

 

But I have often thought about the, you know, flirtation, and charisma,

 

and whether that’s something you can sell or not necessarily, you know,

 

whether you can’t, I’m not sure, actually.

 

Meaning when you see the Double Your Dating stuff,

 

I know that you definitely can sell techniques and tactics.

 

But I don’t necessarily know if you can, you know, sell the charisma.

 

And so that’s why it’s a superpower.

 

Richard Matthews  

I would say, would you say that it’s something that you’ve

 

developed over the years? Or is it inborn, like a trait and ability?

 

Andrea Yager  

I’m, it’s funny that you say that because there’s, you know,

 

that nature versus nurture question. I have a daughter, who,

 

she’s amazing. She’s wonderful. And she spent quite a lot of time

 

in the last few years with her dad. And so she’s certainly

 

a perfect example of a nature versus nurture,

 

because there’s so much about her, which is just like,

 

It’s me, you know, like, probably to the consternation of her father,

 

who doesn’t want to be hanging out with me anymore, either.

 

But anyway, um, I definitely think that it’s, um, it’s a nice blend of both.

 

Richard Matthews  

Yeah, it’s something that you can develop at least some of it

 

if you recognize it’s the thing you want to develop.

 

So my next question is actually the inverse of the superpowers

 

and it’s the fatal flaw, right? So, you know, Superman has his kryptonite,.

 

Batman, he’s not actually super, he’s just a ninja. Right?

 

He went and trained and stuff like that.

 

The question is, what would you say is your biggest flaw

 

that’s held you back or kept you from doing things that you want to do?

 

And more importantly, what have you done to help mitigate that

 

in your entrepreneurial journey to, you know, overcome that flaw?

 

Andrea Yager  

Probably something that I could say that…

 

I don’t know, maybe help people that has a lot of anxiety. I mean, if you’re,

 

I’m talking about reaching out to people who are these names,

 

you can imagine the anxiety once they reply,

 

and then there’s this conversation going back and forth.

 

At any given point in that conversation, I literally could beat myself up and be like,

 

Okay, what did I just say? One of my flaws is definitely tripping over my words.

 

I am not a person who’s like, Oh, hand this person a microphone,

 

I’m not like a Tony Robbins who is able to just like, you know,

 

have something at the tip of my tongue all the time.

 

Like, it’s not my superpower, it is a my kryptonite, you know?

 

And so I’m forever thinking, if I did I just say something that is going to lose them.

 

And I do lose people sometimes. And I want to know, what was it?

 

Where’s it? Where did it happen? And I don’t I don’t know.

 

You know, so there. And I think that anxiety is something that

 

a lot of people like businesses anxiety, I have that.

 

And it’s crippling sometimes. Because if I allow the,

 

like just reaching out, I’m not going to say who it was.

 

But I just recently reached out to actually a few people,

 

and I was letting it … One person so far, it’s been very positive,

 

the other one was very positive. And then all of a sudden,

 

it stopped being positive. And it was eating me up and I was on vacation,

 

I was allowing it to like, ruin my time. And like you can’t,

 

you just have to be able to compartmentalize,

 

if you’re going to be bold, and you’re going to put something out there,

 

then you’re going to have to suffer setbacks,

 

they’re going to have to say I’m on this podcast right now.

 

And I might look like crap. And I might say something bad.

 

But hopefully, people who are watching are going to be forgiving,

 

and understanding and they’re going to take away something from this.

 

And that is the vulnerability I’m going, I’m like, that’s…

 

I’m going with that. So that, you know, so that hopefully,

 

I will get somewhere better.

 

Richard Matthews  

So, if I could just just recap a little bit, it’s, yes, it’s anxiety.

 

It’s an anxiety of like, you know, you when you put yourself out there,

 

and you’re having these conversations and realizing that like,

 

you may not be as quick on your feet as you want to be with your words.

 

And you know, realize that it can actually have a negative impact

 

on the relationship that you’re trying to build.

 

And so it causes stress and anxiety,

 

and I would imagine probably even causes you to trip up more.

 

When you’re talking.

 

Andrea Yager  

I would say forget whether it’s a celebrity or not a celebrity.

 

Imagine this scenario where people are having conversations,

 

and you approach me because you want my services, right?

 

And we’re having a conversation. As long as that conversation stays

 

with me in my seat of power, and you in your position of need,

 

then we’ve got this, but sometimes in the conversation,

 

it shifts where the person starts to question you.

 

You start to question whether you can serve that person and then shift,

 

you lose your power. And when you start to lose your power.

 

Maybe they didn’t question you yet. But when you start to lose your power,

 

then they start to question you. And as soon as one of those things

 

start to happen, your game is gone. And when you lose your game,

 

it’s almost impossible to close a deal.

 

Yeah, so I’ve actually spent a lot of time lately learning

 

how to effectively do sales calls. Because I attract people, they come to me,

 

I talk to people, but then all of a sudden,

 

sometimes you lose your leadership position

 

and how to maintain that leadership position. It’s so crucial.

 

Richard Matthews  

Actually, if I could make a recommendation for you,

 

one of the ladies I had on a few weeks ago, her name is Liana Ling.

 

And she has a training called Power Up Strategy, a boot camp I believe

 

and she actually teaches women how to do that.

 

How to master that sales call process because it’s one of her superpowers. Right.

 

And I think that’s such a fascinating thing that some of us have struggles

 

that other people have strengths and you can bring someone in

 

and like say, we talked about training a little while ago,

 

and you can train those skills. And that’s, I think, actually,

 

that’s very trainable. Because I know when I first started my

 

entrepreneur journey, I was terrible at that, like really bad.

 

And at this point I have I have no problem going into those

 

relationships and able to keep control of the conversation

 

and make it go the way I want to go.

 

Andrea Yager  

Yeah, I have, like, I have like scripts that I sometimes like, you know,

 

I prepare myself for because people … things are you know,

 

they go usually like in a matter of course. And it’s like,

 

it gets to that point. Okay, when that happens.

 

Here’s where you can direct that. Here’s how…

 

Richard Matthews  

yeah, how you handle those, those kind of things.

 

Yeah. So it’s a, it’s interesting, and I love I love this,

 

you’re working on actively developing that skill set in your business

 

because you realize it’s something that you need.

 

And that’s a important part of becoming a successful entrepreneur.

 

It is developing. It’s interesting. A lot of people say, you know,

 

focus on your strengths, and then ignore your weaknesses.

 

And the reality is sometimes if you can make minor improvements

 

on your weaknesses, you can rock it, your strengths and everything.

 

So it’s very cool. So my next question for you, actually,

 

is your common enemy, right? If you could go into your clients’ life

 

and just remove something that is holding them back?

 

And you could do that with something you see regularly with your clients.

 

You could just just take away and know that they would

 

have better results with everything that they’re doing,

 

what would that be?

 

Andrea Yager  

Right. I actually was speaking to a client about this just two days ago.

 

And I think it’s the idea that competition exists in a way that sets you back.

 

Because there’s so many other people who are doing similar work.

 

So she was doing, she wants to do something, she’s building something.

 

And she saw somebody who was doing something similar.

 

And I’m like, you have to understand that

 

the way that you’re going to differentiate yourself, is not by saying,

 

I need to create the same thing that they create, but who you serve.

 

If you focus on who you serve, then you do not have to worry about competition,

 

you just have to focus on who you serve.

 

Because then, they’re ready to hear from you.

 

Don’t try and turn somebody who’s totally cold,

 

who could maybe find the other product

 

and follow that product and like them.

 

Find someone who’s going to be warm to what you’re offering,

 

who is your market, and then you’re not,

 

then it doesn’t matter about competition,

 

I don’t care if you have to sell it one by one at a time.

 

And then you know, build that up to 1 to 2,

 

and then 1 to 4 and 10, whatever it is.

 

Just find those people. And I think that’s where people…

 

Richard Matthews  

That’s such an important thing. And I think, because I’ve seen,

 

I’ve seen that a number of times, and I’ve been talking with

 

my business partner and friend about this for the last couple of weeks, actually,

 

it’s been a hot topic of conversation, you know,

 

around our fire pits and whatnot, talking about, about business.

 

And it’s this idea that, as entrepreneurs,

 

we struggle with thinking that us and our product,

 

and our services are the hero in someone else’s journey.

 

And that’s just not the case. The reality is that

 

the customer is the one that’s on a journey,

 

and you are the one who is coming in.

 

Like, you know, the classic, Luke versus Obi-Wan, right?

 

Luke is the customer Obi-Wan is that it would be your business.

 

You come in, you help someone else on their journey.

 

And when you realize that not everyone is your customer, right?

 

It’s the person who’s on a specific journey.

 

And, the like, I’ve discussed this a number of times with people.

 

It’s like, “Well, this person, you know, I talked to this person

 

that didn’t like my product, or they didn’t like what we’re doing.”

 

I was like, that person is not your customer,

 

Andrea Yager  

Right. They’ve gone. Next.

 

Richard Matthews  

They’re not your customer, there is a group of people who are

 

on the journey that you can help serve. And those are the people

 

that you’re building your messaging for, and you’re building your products for.

 

And when you really understand that your product

 

and your services about helping a specific person on their journey,

 

the competition doesn’t matter. Right?

 

It’s not, it’s not about them. Right? It’s not about you.

 

It’s not about your competition, it’s about the customer that you serve. Right?

 

That’s an interesting conversation.

 

And I wish more people understood that as well.

 

Because, you know,

 

Andrea Yager  

Which goes back to my anxiety, because every now and then

 

I get somebody who I’m like, this is my market.

 

They’re perfect, they’re perfect.

 

And then I talked to them, and then they’re like,

 

“yeah, I’m not getting good gut feeling.”

 

And I have to walk away, like, I have to walk away from

 

something that I want. Yeah, because it’s like, you have to do that.

 

And then you nail the next one, you know, and then you’re like,

 

“Okay, and you’re a complete again.” but it’s like, you know…

 

I go through those cycles. And it’s,

 

Richard Matthews  

it’s that realization that, like, we have to struggle with it

 

on a regular basis. So that’s like, I feel like I could help everyone.

 

And the reality is you can’t, right. And you have you have your people.

 

And when you start getting good at recognizing who your people are,

 

it makes your business easier, right.

 

And I’ve gotten to a point now where like, I can tell really quickly,

 

and I’ll tell people no, if I can tell, we’re not gonna be a good fit.

 

And like, I have recommendations for you.

 

Like, you’ll probably fit that over here.

 

And it’s a cool place to get to,

 

it’s such such a cool, cool concept to understand where you fit, right.

 

And when you can make that transition from thinking that

 

my business is the hero to thinking about your customer as the hero

 

and you as the wise old man that helps someone on their journey.

 

It changes the way that you approach people,

 

nd how you think about messaging and everything for your business.

 

So anyways, it’s very good. Very good point.

 

Andrea Yager  

Thank you.

 

I think you elaborated on it beautifully.

 

Richard Matthews  

Yeah. So next question is your driving force, right?

 

So Spider Man fights to save New York.

 

Batman fights ot save Gotham.

 

Google fights to index all the world’s information.

 

What is it that you fight for?

 

What is it that you wish you could… the legacy you want to leave?

 

Andrea Yager  

Oh, God?

 

Well, there are two different things here.

 

Because I mean, as far as my driving force,

 

I’ve been trying to understand this myself.

 

I really have. It’s, I think it’s the pursuit of money.

 

I don’t, it’s not necessarily money itself.

 

I’m not crazy about money. I just love the hustle.

 

Richard Matthews  

I do love the game.

 

Andrea Yager  

I just yeah, I it energizes me. Fortunately, I’m privileged now to be able to

 

ork with people and products or services that I believe in.

 

I am no longer a slave to the “Yes.”

 

As you just mentioned, before, you can tell there was nothing harder than

 

peddling something that I didn’t believe in.

 

And every single lead that we get for a client is gained

 

with blood, sweat, and tears, and then they will be delivering

 

a third-rate product or service.

 

And it doesn’t matter how good your marketing is

 

that the offer isn’t solid, it’s like, you know, you just basically,

 

waste all your effort, and that was like, That’s hard.

 

So I love the hustle for things which I believe in as far as like a legacy.

 

I sometimes try to avoid those grandiose terms in my own head.

 

I don’t know why I think it would fill me with too much self importance.

 

I don’t know, I’m like, I really have no,

 

I’ve really tried hard to take it day by day, minute by minute, hour by hour.

 

And so I don’t have a great answer to that.

 

But just without, you know, I without saying something like you know

 

about the kids or whatever it is,

 

it’s more just about living each moment and making the most of it

 

and just enjoying it and not being….

 

Richard Matthews  

I actually think that’s a really fascinating way to think about it. Right.

 

And it’s something that I’ve been…

 

you mentioned you listened to an interview we did a few weeks ago with Nick Lucas,

 

we talked about that. The idea that the the joy is in the journey, right?

 

Andrea Yager  

Yeah. A

 

Richard Matthews  

nd learning how to have your satisfaction,

 

not be with some big thing that you’re looking to build,

 

or looking to do or accomplish. But the satisfaction is in the work

 

and the journey and the education and the things you’re doing on a daily basis.

 

And realizing that you are going somewhere

 

you have a place that you want to get to.

 

But it’s not necessarily that destination is not the joy,

 

the joy, is it right? The things that we’re doing every day.

 

Andrea Yager  

Which means that I’m a bad student, sometimes

 

when it comes to people who are like,

 

okay, you need to have your vision board.

 

And you know, your vision board is where do you want to see yourself?

 

And yeah, I want to be that person living in that house on that,

 

you know, and have this bank account and look beautiful, and whatever it is.

 

And I’m like, but if I want that in five years…

 

I could do that today, I can eat well today.

 

I can you know, tell the man I’m with I love him today.

 

I can take care of my truck. I could do it today.

 

I don’t. So I’m not like I try to be in here now.

 

Richard Matthews  

Yeah, yeah, yeah. I love it.

 

Andrea Yager  

And I’m actually able – gladly able to say that

 

because I actually worked really hard to get here.

 

But because I actually was in a, you know, a bunch of ditches. So

 

Richard Matthews  

I know exactly how you feel, too.

 

Because like I have like,

 

I’m currently living the life of my dreams, if that makes sense. Right?

 

Like, right, I spent a lot of time to get to where I am today. And

 

Andrea Yager  

exactly like,

 

Richard Matthews  

yeah, I have all the things that I ever wanted, right?

 

Like, my, my list of wants is like, it would be cool maybe to get a new kayak,

 

but like, if I want if I really wanted the new kayak, I could go pay cash for it.

 

Like, it’s not really that big of a thing, like,

 

I don’t have like dreams for a big mansion on the hill or something like that,

 

or other things like I have all the things I ever wanted.

 

And so I struggle sometimes when I read other things,

 

or go through courses, things like you have to have your, your big dream

 

Andrea Yager  

Right. I have wants for my children like I want them to have certain wants.

 

Richard Matthews  

or your big thing that you’re you’re doing for your big WHY,

 

or whatever I’m like, it’s like I have all of that.

 

It’s like what I want now is I want to do good work for good people.

 

Andrea Yager  

And I’d like to be able to instill that in them.

 

That’s my work. Also, like that, you know…

 

Richard Matthews  

It’s a cool way to put it because like that’s this point,

 

I’m more excited about showing my children, the work ethic

 

and the skills that I’ve developed over the years

 

than I am in getting to somewhere new. Right?

 

Right. So I can pass on those things. And like, I’m pretty excited like

 

this last year, one of my clients had a big live event that I got to take my son to,

 

and and it was like this he finally got the chance to sort of like

 

see in the real world what Daddy does, right.

 

It’s like this stage in this room.

 

And all these people in this huge business is something that I helped develop

 

over the last year with this client. And he was…

 

it was like seeing a light clicking instead of like,

 

“Oh, I get it, I get what you’re doing.”

 

Right, you actually have an impact on people’s lives.

 

So you know, I’m seeing him come up with ideas for businesses

 

and product development and things.

 

Like that’s really fascinating for me,

 

and that’s where I’m really looking forward to the next level of things.

 

Andrea Yager  

I mean, I wish I could instill that work ethic.

 

Because, you know, I see even with my own siblings,

 

you can see like, hey, this one has it this way.

 

You know, like, it’s where those things are.

 

I’ve been working every day since I’m 16. I don’t know why you know.

 

And so, yeah, I tried it so that’s the one thing I did.

 

I mentioned – I told you, I did these moving sales.

 

One of the reasons I actually – for a long time – sabotaged that business

 

in exchange for internet, I’m doing internet stuff,

 

like I’m making money online, like I don’t need to sit here

 

and go do these, you know, moving sales, but I love them.

 

And then what I started doing is, as my kids started getting older,

 

I started bringing them. And so now when I do them, my kids come with me.

 

They are my workers, they get to see me work.

 

They get to see me. It’s a show.

 

I’m basically on show there. I have 150 people coming

 

at the same time all asking & wanting the same thing.

 

It is a performance, they watch, they get to learn,

 

and then they’re witnessing its own action.

 

And so yeah, that’s kind of a little creepy.

 

I’m keeping a business alive to give to them.

 

Richard Matthews  

Yeah,

 

Andrea Yager  

As a side thing. Yeah.

 

Richard Matthews  

Yeah. So if I’m hearing you correctly,

 

you do actually have some desires for legacy,

 

and the legacy is your children, right.

 

And I tell people all the time that

 

your children are messages that you’ll send to a time

 

and place you’ll never see. And you’re taking the time

 

and effort to actually help write that message

 

right into who they are.

 

Andrea Yager  

Right. Yeah, I hope that some of the stuff will penetrate

 

because I mean, I think back to them,

 

I try hard to remember the messages I got.

 

So thinking that if I do that, then the messages I give,

 

they’ll work hard to remember them as well, you know,

 

at least now we have the internet now things are recorded,

 

I can show it to them.

 

Nothing’s lost.

 

Richard Matthews  

It’s all there for them to pick up and go with.

 

Andrea Yager  

And be guilted. Be guilted with.

 

Richard Matthews  

Yeah, yeah. And you know, and it’s one of those one of those things, too,

 

that I know, as a parent with four children,

 

that you can’t control who they are

 

and who they become, but you can do your best

 

to give them as many advantages as possible. Right.

 

And I know, that’s one of my one of my goals is to set it up

 

so that their starting point is 100 yards farther down the line than mine was.

 

Andrea Yager  

I tell my children two things, I’m like, I want two things from you,

 

One, that you will grow up and not be assholes.

 

That’s my goal that my children will grow up and not be an asshole.

 

That’s like a huge check on the box.

 

And the second is that they should have opportunities to be able to

 

live the life that they want just that I should create opportunities for them.

 

And they should then step up and accept those opportunities.

 

Richard Matthews  

I love it. I love it. So particularly the asshole thing.

 

I actually literally tell my children that on a regular basis, like yeah,

 

my job as a parent is make sure that you don’t grow up to be as asshole.

 

That’s the thing. And like when I actually use that, like, they’ll be like, What?

 

You know, what did you did wrong here? Like you acted like an asshole.

 

Like that’s, that’s not allowed.

 

Andrea Yager  

It gets harder. I’m just telling you. I know your oldest is nine, it gets harder. Sorry.

 

Richard Matthews  

It’s harder as they get into the teen years. Yeah, I know.

 

I’m looking forward to that. It’ll be fun. Yes.

 

So next question here is your heroes tool belt, right?

 

So maybe you have a big magical hammer, like Thor or a bulletproof vest,

 

like your neighborhood police officer,

 

or maybe you just really love how Evernote helps you organize your thoughts, right?

 

What is a tool that you use on a regular basis to help you do the things you do?

 

Either for your clients or for yourself to grow your business?

 

Andrea Yager  

Oh, a tool, I thought you’re gonna ask me about a hero itself.

 

Richard Matthews  

Now we’ll get to to look at the heroes in a minute. So this is a tool,

 

it’s something you actually physically use on a daily basis.

 

Andrea Yager  

Okay,

 

I have a list of tools. And I kind of like go back and forth.

 

It depends on what it is. I mean, I’m always writing notes.

 

And Google is amazing. I drop things on Google Docs all the time.

 

I’ve used Evernote as well, anywhere where you can take something

 

that you’re listening to, because I listened to things all the time.

 

I take like podcasts and I mean, I section other podcasts,

 

and whatever webinars, anything I’m reading, whatever it is,

 

I just make sure you have somewhere where you could take those notes

 

and drop them so that you can then come back

 

and put them into some cohesive thing.

 

Because what I’ve created from a bunch of these different collection of notes,

 

or lead magnets, I’ve created from those content

 

for organic marketing on social media, and created emails from them.

 

And communications like those become like the basis of content,

 

and the basis of content become your way to make yourself

 

become more of the authority and leader in the market.

 

So I’m not sure if that’s helping answer your question.

 

Richard Matthews  

Yeah, I know. So you’re, you’re actually using something very simple.

 

Yeah, like Google Docs, which is, you know,

 

available everywhere all the time. And shareable.

 

Andrea Yager  

I start with paper and pen a lot. I use notes. When I’m driving. Sometimes, I use,

 

you know, scribble, I scratch on the back of receipts,

 

I put it anywhere collected, but then I bring it back to Google

 

so that I have it everywhere. And sometimes I turn it into a spreadsheet,

 

if it’s like, somebody needs to be broken down according to mindset,

 

or email or this or that. And sometimes I just dump it into like, you know,

 

different docs and stuff like that. As far as like marketing tools,

 

I’m a fan of Active Campaign. Zapier, I think Zapier has you know,

 

made everything possible. I mean, if that’s not their tagline, it should be.

 

Richard Matthews  

There are things you can do with my called Zapier.

 

But yeah, the thing that, like, you can do magical things with that, like, right,

 

I don’t know which way is the correct way to pronounce it.

 

like you can you can build web hooks that like

 

automatically print books for order forms, you’re like,

 

I can’t believe that happens. It’s crazy,

 

because you don’t have to know any coding to do it. Right.

 

Andrea Yager  

I mean, like, maybe I have too many.

 

Like, you know, WordPress, I should look up here I have,

 

I mean, I have like a bunch of bookmarks and tabs.

 

Oh, this thing called, is this, what it’s called? hang on…

 

I have a problem where I have too many tabs,

 

I have literally 1000 tabs open. So some tools that have been amazing,

 

this thing called One Tab. You click it and then all your tabs are brought into one page.

 

One page. So that’s one. And then I have this other one, which is called Toby,

 

which is an amazing extension, where you’re able to then break the tabs,

 

your tabs into different categories. So I put things like sites,

 

I like marketing materials, recipe, whatever it is things that I want to go back to,

 

I would drag it in there. Social media mark, you know,

 

I do a LinkedIn or Facebook, all those things in there.

 

So then I just click on there. And I’m able to then to

 

quickly do something like whether it be

 

had to do something in Click Funnels or whatever it may be.

 

I just have all of these things broken down into different categories.

 

That’s called Toby. And it’s an amazing Chrome extension.

 

Richard Matthews  

Yeah, the Chrome extensions are.

 

It’s interesting how many things you can get down with those.

 

I found one the other day. Like, one of the problems I have with clients,

 

who are using Click Funnels.

 

I’ve got a few clients who have thousands of funnels

 

and like lots of pages and all those funnels and like, you know,

 

they’ve got hundreds and hundreds and hundreds of pages that are like,

 

Hey, I’ve got to make a change on this page.

 

And like, you know what funnel it’s in?

 

They’re like, no, it’s in one of our thousand files.

 

That’s actually it’s hard to find, but it’s an official Click Funnels extension

 

that you can install on Chrome, that you click it

 

and it automatically opens up that funnel in the in the builder.

 

So, yeah, little extensions like that, that just make your life 100 times easier.

 

Andrea Yager  

Yeah,

 

Richard Matthews  

that’s really cool.

 

Okay, so this is where we get to hear a question.

 

And it’s almost last question if your own personal heroes, right?

 

Frodo had Gandalf Luke had Obi-Wan.

 

Robert Kiyosaki has the rich dad, who were your heroes?

 

Were they real-life mentors? Were they speakers or authors?

 

Were they peers who were just a few years ahead of you?

 

And how important they were important, were they to what you’ve accomplished so far?

 

Andrea Yager  

Um, yeah, so I probably have, I mean, if I think more about it

 

I could start bringing up authors because my first love was reading.

 

I remember thinking of like Pat Conroy. Loving his books,

 

because I’d love to anybody who could take a word that was ordinary

 

and make it extraordinary. But as far as like, I have a few other heroes like online.

 

Well, yeah, there’s a few. Okay, so there’s Gary Vaynerchuck. I just love him.

 

He was actually at that conference that I went to…

 

Rich Schefren back in 2008. So I had the opportunity to meet him then.

 

And he hasn’t stopped. I mean, literally what he said he was going to do

 

and what he said he was doing, he has not stopped doing.

 

And he represents pretty much what it is that I feel about myself,

 

work ethic, leading from your eyeballs, moonlighting, like hustle,

 

but for the hustle, I don’t see him doing it.

 

Because he cares about the money in the bank,

 

I literally see him doing it because he loves what he’s doing.

 

He loves the game. He loves the hustle.

 

And so I respect that. I respect him.

 

I think he’s great. He also is one of those people who has

 

something on the tip of his tongue, if you ask something, he’s got a tool,

 

he’s got something to say. He’s just, he’s a great communicator.

 

Andrea Yager  

Anyway, anyone who to me also is willing to be transparent

 

and vulnerable they’re now a hero for me, like anyone.

 

Because I was living in like, a dark place for a very long time

 

where I was in my own world.

 

I didn’t share with anybody. And it was, you know,

 

and now that I’ve been trying to peel back those layers,

 

when I see people who are doing that, I respect that hard, you know?

 

Yeah. But it’s so important because it helps other people,

 

it helps other you know, the more you’re willing to be vulnerable

 

and share about even with business, your wins and your losses.

 

Your realness. And I’m not just you know, this person over here, it’s all perfect.

 

There’s lots of success and lots of failures, you know,

 

and you need to peel that back and people who are willing to do that are heroes.

 

And actually, also, you’re kind of a hero, for me, even though I am just meeting you.

 

But when I, I have to tell you, like when we were trying to come up with the time to do this,

 

I was thinking, I can’t find the time because how am I going to find a time

 

where I’m seven hours ahead? So therefore, like, it’s going to be a normal time for you.

 

But by then it’s already like, after school time,

 

how am I going to find a time where I can find a house that’s quiet.

 

And I’m thinking I’m not gonna be able to do that.

 

And so finally, it’s kind of time I thought maybe it will be quiet, maybe.

 

And then I look at your bio, and your this is “I have lunch with my kids everyday guy.”

 

And now I hear you and you’ve got kids, like, you know,

 

that are going to be jumping in the room any second.

 

And I’m thinking this guy’s my hero.

 

Like, I didn’t have to work that hard. I could have been you know,

 

I could have had the family around.

 

Richard Matthews  

My kids are just down the hall. It’s funny

 

because – not to to peel back the cool appearance here.

 

But I’m sitting in an RV. This isn’t a real wall. That’s a fake wall.

 

Andrea Yager  

It looks like it looks like an RV wall. Well, no, it looks like a brick wall.

 

Somewhere, somebody in an RV would go visit. That’s Yeah.

 

Richard Matthews  

And I’ve just got I’ve got a little 13 inch desk in here,

 

which isn’t very big and a couple of lights.

 

So that makes it look all fancy and professional.

 

But like, you know, on the other side of a little sliding door.

 

I’ve got four children and a wife,

 

a dog and a cat that are running around being crazy.

 

Andrea Yager  

In an RV, yeah. How big is the RV

 

Richard Matthews  

40 foot?

 

Andrea Yager  

So you’re my hero. You’re officially my hero.

 

Richard Matthews  

Yeah, and we play. So we’ve been traveling full-time

 

coming up in May, it’ll be two years. So it has been a blast.

 

And yeah, that’s what I said, I’ve you know,

 

been living my dream for a couple of years now.

 

Which still blows me away that we’re able to do that.

 

Andrea Yager  

that is extremely admirable, and really, impressive.

 

Richard Matthews  

Well, I appreciate that. So last question here. Let’s bring it home for our listeners.

 

It’s called your guiding principles, what are the top one or two principles

 

or actions that you use regularly today that contribute to either

 

the success or influence that you enjoy?

 

The ones that you sort of wish you had known when you started out all those years ago,

 

when you started out your hero’s journey.

 

Andrea Yager  

Okay, I’ve got some that I think are good, okay.

 

One, that ROI is not only monetary.

 

And I say this, because I had been working in a lot of lean environments.

 

And when I do that, some times I get that feeling,

 

we all have the feeling that we have to earn what we really need to earn our keep.

 

And you have to understand that it doesn’t always translate in to immediate dollars,

 

the non-financial assets in your business are potentially the ones

 

that are there for longevity, such as your lists and such as your relationships

 

in such as you know, just the like and stuff like that your network,

 

those are the things that are going to be there after your product

 

or service does not necessarily cater to those people,

 

or when it needs to evolve, then you’re going to have those people

 

who are going to be with you for the next iteration.

 

Or you’re gonna have these people who can be with you,

 

if you shift or somebody else shifts,

 

it’s not necessarily something that you can attach an ROI to.

 

And so, now when I go into businesses, and I talk and sometimes

 

I sometimes I had to go back into to the room and like, you know,

 

sit there and like say, “What am I? What’s my value? What am I worth?”

 

What am I worth, that they’re sitting there asking me? Like?

 

They’re asking me, what’s going to be the ROI?

 

How much money are we going to see from this?

 

And how or what are we gonna see from the results of this

 

and I’m thinking like, if they just either I can help them get it

 

or they’re not going to get it, but it’s not always attached to

 

the value of what you can provide.

 

It’s not always going to be monetary, in an immediate way,

 

Richard Matthews  

one of the things that, uh, my business partner and friend have been

 

talking about lately is instead of return on investment,

 

talking about return on time investment, so ROTI, right.

 

And like just as as an example, right, because this is a financial ROI,

 

a non financial ROI is I have been doing process documentation for my business,

 

you know, standard operating procedures, and takes me, you know,

 

five hours to build something. And we were just talking the other day was like,

 

it took me five hours to build this whole process document

 

all the way through for someone. And I have that done now.

 

But what that means is this next month, when that task comes up, again,

 

the amount of time involvement that I personally have to have with that task

 

is about five minutes. Right? So I took five hours once and now it’s a five minute task,

 

the month following it’s a five minute task, right?

 

So the return on time investment is humongous.

 

For things like that. And it’s not going to be a financial gain, right?

 

It’s a time gain. Right? I’m just looking at,

 

where are the other the other things that you can get a return on, right,

 

because, you know, like you mentioned,

 

there’s more to it than just just the money, right.

 

And, you know, the same kind of thing, like I went to a mastermind this last last year.

 

And it costs a lot of time and money to get there.

 

And it didn’t like that event itself doesn’t lead to cash back in your pocket.

 

There’s not an ROI on it.

 

Andrea Yager  

It’s that’s called the ROR which is Return on Relationship.

 

Richard Matthews  

Return on relationship.

 

And it’s had a tremendous impact on what I’ve done in my business

 

over the last six months because of the people that I was involved with,

 

and the things that have happened out of…

 

as a result of those relationships. Right.

 

Anyways, it’s a really, really powerful point,

 

something that we haven’t talked about on the show before is that

 

there’s, you know, ROI is not always financial, I think it’s really cool.

 

Andrea Yager  

Yeah, I mean, by the way, I would say to PMJ,

 

sometimes they say like, you didn’t list the email list that you’ve built up,

 

like, if you’ve decided to chunk – totally change your entire business model the next day,

 

you have a list that is interested in vintage, in music, in whatever it is,

 

like it’s a commodity, it’s an asset, you know,

 

I don’t mean that way you can spam people

 

or you can do something else with them.

 

But with proper relationship building are with people with respect.

 

You know, it is… they’ve been with you. They’ve done their, you know,

 

you’ve given them…  they’ll be there with you too, you know.

 

Richard Matthews  

Just that whole understanding, like you, you know a bit about who these people are.

 

You know, the kind of things that they’re interested in,

 

and the journey that they’re on,

 

and they could come out with different products

 

or different services or different things that help those people on that journey?

 

Yes. And completely change their business, they have an asset there.

 

That’s very different than the, you know,

 

the contents of what they’ve created so far.

 

Andrea Yager  

Yes. You just said it much nicer.

 

Richard Matthews  

So cool.

 

Andrea Yager  

Yeah, and I think another one is that you actually can make a second impression.

 

And you must update your files on people, you must update your files

 

on things that you’ve done. I mean, sometimes I have thought that, you know,

 

sometimes people will say like, you can’t change your first impression.

 

Okay, you know, I completely think that is false,

 

because I have realized that I have judged people

 

not necessarily unfavorably, but just incorrectly. And when I’ve learned more,

 

or approached it from a different perspective,

 

I was able to see it in a different light and seeing those things, sometimes in a different light.

 

Sometimes it’s about a different software program.

 

People can resist Click Funnels forever, and then one day,

 

they can just join in and they’re like, “Holy shit”.

 

Why did I do that? Is because like, yeah, and then,

 

and then that’s it, all of a sudden, they’re like advocates,

 

they can go from being like, yeah, I’m not,

 

I’m not joining all that I’m on, you know, like,

 

whatever it is that they want to say negative about it.

 

And then all of a sudden they can turn around and be their biggest fans like that.

 

I believe that something like that can happen.

 

And I’ve seen it happen. And definitely, like we said, the internet beforehand,

 

people looked at it as this wild wild west.

 

Go out there, and everybody’s spamming everybody, everybody’s making money.

 

But now every business is now joined. And everybody’s doing it.

 

If you’re not doing it, you’re lost. So like, that is an impression.

 

The internet has changed for everybody into this.

 

So I try to use that with people as well. When I meet people,

 

I can sometimes flip them off if I’m in a car

 

and they cut me off and I hate them.

 

But then I probably can meet that person

 

in the supermarket and like them as person

 

Richard Matthews  

This is a somewhat crazy example.

 

But I remember in high school cell phones were just becoming a thing.

 

And, I was graduating high school and was going off to college.

 

And my mom, at the time, insisted that I get a cell phone.

 

And I was like I don’t want a cell phone.

 

There’s no way that I’m ever going to get a cell phone

 

cell phones are dumb. I know all of my friends’ numbers by heart,

 

I don’t – like, I know your number by heart.

 

I don’t need a cell phone. It’s not a thing. Right?

 

And she was like you’re moving 2500 miles away.

 

You’re getting a cell phone so help me God.

 

And I was like, You can’t force me to get a cell phone. I’m an adult. Right?

 

Like it’s not a not a thing that’s going to happen.

 

And so on the drive – she drove with me to college

 

dropped me off and she handed me a phone

 

and said fine, you’re not gonna buy a phone. I bought you a phone.

 

You’ll keep it with you.

 

Andrea Yager  

That’s great.

 

Richard Matthews  

And what’s funny about that is like, you know,

 

fast-forward 17 years or however long it’s been

 

and everyone in their you know … Yeah. Yeah. You can’t live without it. Right?

 

Right. There’s certainly a chance to have a second

 

or third impression that changes someone’s heart and mind about something.

 

Andrea Yager  

That’s why I call it you have to update your files. You have to.

 

Yeah, I mean, my dad even said to me not long ago.

 

He’s like, something about Andrea, you’re always late.

 

I’m like, Daddy, I was always late. Then.

 

Like, you know what I mean? Like, give me another chance.

 

Maybe I’m not late anymore, like,

 

but it’s just something that’s been ingrained in his memory.

 

So, like, gotta update your file on me. Yeah, I used to talk about this. So yeah,

 

Richard Matthews  

I tell people, you should never.

 

You should never use “always” or “never” to describe people.

 

Andrea Yager  

For sure.

 

Richard Matthews  

Because it locks down your

 

Andrea Yager  

I taught it to my children. I taught it to my children about that.

 

Like it makes you sound idiotic. Don’t say that.

 

Richard Matthews  

Yeah.

 

Andrea Yager  

Small minded.

 

Richard Matthews  

Small minded. Absolutely. Okay, so that pretty much brings us to the end of our

 

end of our interview here. I have one last thing I do in every interview.

 

Last thing we do with every guest we have on

 

Andrea, where can people find you if they want to learn more about

 

who you are, what you do and how you might be able to help them?

 

Andrea Yager  

I mean, you probably best try me even on Facebook.

 

facebook.com/goAndrea. Also, website. GoAndrea.com.

 

And, yeah, I think one of those two ways you can jump on a free strategy session,

 

which you will be able to see on facebook.com/goAndrea,

 

and on the website, you’ll be able to do a quick survey

 

so I can see if you and I are a good match.

 

Richard Matthews  

Awesome. Sounds good.

 

Thank you so much for coming on and sharing your story with us.

 

And Andrea, it has been a pleasure.

 

And I look forward to speaking with you some more,

 

soon in the future.

 

Andrea Yager  

Thank you so much. You’re incredible. Really.

 

Thank you. It’s great to get to know you too.