Episode 132 – Christian Lovrecich

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Automated Transcription

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Christian Lovrecich 0:01
Honesty man, Honesty, I mean, being from a background of sales, and you know, I’ve trained salespeople, and you know, just from in this industry of digital marketing, there’s a lot of scams out there. You know, I brought it up, when we first started that people think that you can get rich overnight. You know, most people have been doing this for a long, the ones that you see that are real, you know, successful that they didn’t do it overnight. Man, it took some time. There’s very, very few few few far in between stories where it literally happened in a matter of weeks or months or whatever, it takes a lot of work. So don’t fall for all that stuff. Make sure you do your research. And just honestly, in general, man, just be a good person, you know what I mean? treat people with, with the respect that they deserve, and how you want to be treated, you know, we’re all equal. That’s the way I look at it. If you do that, you should be good karma.

Richard Matthews 1:21
Heroes are an inspiring group of people, every one of them from the larger than life comic book heroes you see on the big silver screen, the everyday heroes that let us live the privileged lives we do. Every hero has a story to tell, the doctor saving lives at your local hospital, the war veteran down the street, who risked his life for our freedom to the police officers and the firefighters who risked their safety to ensure ours every hero is special and every story worth telling. But there was one class of heroes that I think is often ignored the entrepreneur, the creator, the producer, the ones who look at the problems in this world and think to themselves, you know what I can fix that I can help people I can make a difference. And they go out and do exactly that by creating a new product or introducing a new service. Some go on to change the world, others make a world of difference to their customers. Welcome to the Hero Show. Join us as we pull back the masks on the world’s finest hero preneurs and learn the secrets to their powers their success and their influence. So you can use those secrets to attract more sales, make more money and experience more freedom in your business. I’m your host, Richard Matthews, and we are on in 3…2…1…

Welcome back to the Hero Show. My name is Richard Matthews. And today I’m live on the line with Christian Lovrecich. Are you there?

Christian Lovrecich 2:24
I am right here man. Thank you so much for having me on. I really appreciate it.

Richard Matthews 2:28
I’m glad and I, hopefully I didn’t butcher your name too badly. You said it was a Croatian last name. Is that right?

Christian Lovrecich 2:34
Yeah, it’s a Christian last name a little bit. It’s pronounced Lovrecich
but that’s okay. Most people don’t get it right. So it’s all good. My whole life. Yeah, I’m used to it.

Richard Matthews 2:43
So yeah, I can imagine I’ve got like three simple first names. I got Richard, William and Matthews that’s my line offer you my name. So it’s like my the dude with three first names. That is

Christian Lovrecich 2:53
That is, that is the most American Pie name ever like the most American that goes with the flag. It doesn’t get any more American than that. I love it.

Richard Matthews 3:01
So it worked out pretty well. So for those of you who are listening following along, my wife and I are back to traveling we are in and I put you to this place for two you knew the name of it. It’s Okeechobee, I can’t even pronouce it. Okeechobee in southern Florida. And you’re coming into from Fort Lauderdale. Hope you guys been surviving the whole you know, global pandemic down there.

Christian Lovrecich 3:25
People don’t listen. So yeah, I guess we’re good. I’m good. I’m locked up at home. So I try not to step outside unless I absolutely have to no matter how beautiful it is and how bad I want to go to the beach or whatever. But people don’t listen. So it’s Yeah, I have a one year old in the house. So I don’t want to risk going out there and catching something. You know what I mean?

Richard Matthews 3:46
Yeah, I know Fort Lauderdale was a was hit really hard. So

Christian Lovrecich 3:50
Yeah. All of South Florida, because people don’t listen down here people do whatever they want pretty much. You know? Well,

Richard Matthews 3:57
hopefully the thing you’ll start coming down here soon. What I want to do real quick for our audience is just introduce you so people know who you are. And then we’ll jump in and start talking through your story. So currently, Christian is a serial entrepreneur and the founder and CEO of Pixl Feed Media, which is the digital media agency specializing in scaling e commerce brands from six figures and sales to seven, eight and beyond using the power of Facebook Ads and other digital strategies. You’re also the host of Pixl Feed Channel on YouTube, where you teach Facebook Ads strategies along with anything, everything related to digital media, marketing and sales. Your also the host the Pixl Feed Radio Podcast, and before my talk show where you talk with fellow colleagues in the industry, as well as great guests and their personal experiences. We share their personal experiences along with their expertise in business and entrepreneurship. So with that sort of brief introduction, Christian, why don’t you tell us a little bit about what you’re known for today. what your business is like who you serve, and what it is you actually do for them? Well, I

Christian Lovrecich 4:55
would say number one is definitely you know, running Facebook Ads. So I come from the background. I started running Facebook ads because I launched my own stores over a decade ago. And that’s how I learned I got screwed by an agency. So I was like, You know what, I can learn this. So I did. And I kept up with it. And I still have a couple brands. And, you know, the more successful I became with those brands, the more people that came approached me to do it for them. And at first, I wasn’t really keen on it, you know, I, there’s this, there’s this thing called imposter syndrome. And I had a really bad because the problem is, when you do what I do, you hang out with a bunch of marketers, and a lot of people do the same thing that you do. So you forget that you’re in this world all day long, and that people don’t know about this world. So I wanted to be responsible about it, I don’t want to take people’s money, until I felt comfortable to do it. So believe it or not, it took me a long time before I say yes to the first person. And then once I did it, you know, I realize how much I helped and how happy you, you know, they became because, you know, their stores were successful, whatever. And that was like, you know, even though I don’t have to do it, I decided to branch into that side of business as well, besides my stores, because I enjoy doing it with the right clients, like I have the choice now of working with whoever I feel like it, you know, I’m, I’ve been doing this for so long that I don’t have to just grab any client that comes my way because I need it. I have the choice of picking who I want to work with and you know, the brands that I work with now, you know, very well known brands, and most of them at least. So it’s really fun to work, you know, you get to work with their marketing team and the creative side of things. And you know, it’s different when, when you have their whole team behind you and you have access to all this crazy designers and video editors and all that stuff that really takes can take your campaigns to the next level, you know?

Richard Matthews 6:47
Yeah absolutely. And I know it, you know, the particularly in Facebook space is only getting more competitive. So it’s probably very useful to have a whole team of people to work with and things like that.

Christian Lovrecich 6:58
Yeah, absolutely. So I mean, I tell people all the time 2020 It’s the Year of the creative, if your creative is not standing out, you’re not going to be successful on Facebook, the platform’s very unstable, they keep rolling out updates, you know, one day, it’s a great day on Facebook ads The next day, it’s not. So if your your costs, you don’t have your cost down to a tee, and your creative is not good, you’re not going to be successful. And a big part of that it’s going to be creative. I mean, the ultimate goal for Facebook and Google and all those platforms is to one day for you to just upload your video or your picture, and then they’re gonna write the copy for you, they’re gonna run the campaigns automatically through AI. You know, we’re still far away from that very far away from that, I would say at least 10 years. But you know, they keep getting better and better as they go. So you know, the day of what to call the day of reckoning, where all you have to do is upload that creative and do nothing else. You know, only the creative people are the ones that are gonna stand out and get the better results. So that’s a big part of it for sure.

Richard Matthews 8:01
So just in sort of in light of that, are you seeing like a lot of it is video creative now for for e commerce brands?

Christian Lovrecich 8:10
It’s funny that you bring that up for a while there video was number one, like because Facebook was pushing video really hard because they were trying to compete with YouTube, they still are. That’s why I have Facebook watch. So they were really pushing video creatives more than anything. And beta curves did really well. But lately in the past two months, if you’re letting you know, for those of you listening, we’re in October 14 2020. So the past two months, it completely shifted. Now it’s pictures, pictures are completely crushing it on Facebook, for some reason, videos are not getting the reach that they used to and the click through rate that they used to. I’m pretty sure it’s because the platform, I’m not pushing it as hard. That’s what it seems like to me, at least when I look at the stats. But don’t get me wrong. If you have a good product with a video that stands out, it’s still going to get you really great results. So think about a product like something you would see on an infomercial, where you show showcase a product being used and fixing a problem on the spot, or a really good engaging video Ad like anything from the Harmon brothers. You know, those are the guys who did the squatty potty and I can’t remember all the other stuff. I mean, I remember the videos but I can’t name the products, Unicorn too and yeah, yeah, yeah, all those products which as a matter of fact, what are they comes from handling one of their creatives is from those guys and it crushes man, it just crushes they have that that formula down to a science. You know, so if you have very good videos like that, you know you’re gonna do really well The problem is, you know, most people that started running Facebook ads or they’re or they’re learning or they’re not spending big budgets. They don’t take the time to do the research when it comes to creative or really spend the time on the video or the pictures, you know, and really testing those out. And that’s what I miss out. People think Most people think they make the mistake of thinking that, you know, Facebook ads, it’s magical. And you just if you hack your, your ad sets, if you do a manual bid or you know, if you duplicate or do this do that, you’re gonna get magical results all the sudden. And that’s, that’s not it, there’s no secret to it. I mean, it’s just a way to do things like there’s no like a crazy secret that no only guys like me know, you know what I mean?

Richard Matthews 10:24
It’s still knowing it’s still knowing how to sell to other human beings. Absolutely, absolutely.

Christian Lovrecich 10:30
You got to hit that you got to get up, bring those, you got to bring up those pain points, and then drive that knife right through them and offer the solution. You got to hit him when it hurts. And if you know how to hit those buttons, those emotional buttons people are gonna convert and buy.

Richard Matthews 10:43
So when you know, on on Facebook, have you noticed a like a price point range for products that seems to sell really well in the e commerce space? Or does it just is it all over the map? It’s all over the map,

Christian Lovrecich 10:54
I mean, I have accounts where they’re like, they’re the cheapest product is $300. And the average order value is 500. And up, and that has a cost of acquisition of anywhere from $20 to $60, then I have accounts that you know, have a supplement, which is 40 bucks, and you know, we’re like barely breaking even because it’s so competitive in the supplement market. It’s really all over the place. But right now, costs are all over the place, because we have the election coming up. So you got both parties, like literally dropping millions on top of millions, you know. Per ad space. You know, and they target everybody. So that takes a lot of inventory space. And, you know, again, they’re doing updates, so their algorithm is off a little bit. So the option is off a little bit, but there’s ways to control it if you know what you’re doing. But I mean, you can sell anything on Facebook, you know, there’s always a solution to everything. Like for example, if you have a product that’s $40. And for some reason, right now, everything’s super expensive, right? And you cannot get that cost per acquisition below 40 or below 20. Well, there’s other ways that you can do to combat that you can offer bundles, where you will do quantity breaks, you know, get three and get 20% off that your average order value. 70 bucks, right and you combat that’s how you combat your CPA. So there’s ways around that. But yeah, you can sell anything on Facebook, I mean, that the thing that tell people that the things that sell the most and get the best response. It’s something that people are passionate about, and a necessity at the same time. So how do I put this as an example. So think about it. Dog people are cat people, people love their cats, right? If you’re a cat person, you love your cats, the crazy cat lady, right? So if you put a toy in front of that cat lady for their cat, they might buy it because they love their cat, and they’re super passionate about their cats, right. But if you put a cat product, that a necessity in front of them, they’re most likely to buy 99% of them would probably pull the trigger and buy it. So for example, instead of a toy, like an electric litter box, or you know, something that’s a necessity, like a food product or something like that, you know,

Richard Matthews 13:01
They have to have for the cap,

Christian Lovrecich 13:02
They need it, they need it. Yeah, they need it, they have to have it.

Richard Matthews 13:07
That makes a lot of sense. And so so in that you find that just on the Facebook network, or on any of the ad networks, you run.

Christian Lovrecich 13:15
No, that’s just that’s just straight up, you know, you know, marketing, you know, anything that if you’re looking for that impulse buy has to be something that’s mixed with a necessity and are around a passionate audience, you know, people who who are not successful on some of these platforms, especially Facebook, it’s, you know, you’re trying to sell the, you know, you try to sell the wrong product on the wrong platform, right. Like a lot of people make the mistake, they try to go in there and sell some type of B2B product, you know what I mean? Someone you might be, you might get some results, but you know, people are not on Facebook to buy business products or like to find out you know, to find an accountant, you know, you know, see an Ad is like, Oh, I need an accountant. I need to sign up right today, right? It does the work Sure. I’m sure you can make it work if you really work hard at it. But you know, if I was going to do ads for an accountant, I will do that on LinkedIn or Google right when people are linked on Google they’re actively seeking for something. So if you have a pipe break on your at your house, right if a pipe breaks at your house, what are you gonna do you’re gonna go to Facebook to find a plumber. No, you go straight to Google to Google like you know, a local plumber that can come out and fix it right away. So what you can do is you use Google for that and then you can retarget on Facebook as a combination. You need to combine things and get your maximum reach but if you were looking for plummeted, I was definitely not built for Facebook first. If you were advertising for for a plumber, you could do you can sell packages for maintenance packages ahead of time you know you know will come on and look at all your pipes and you know, look at your water here and make sure you’re ready for winter. You know, so nothing freezes and breaks. You know, you can sell that type of stuff, but not when somebody is actively sinking seeking for a solution.

Richard Matthews 14:59
Yeah, one of the things that we did for a long time, when I was running an ad agency was we would do something I called a centrifuge funnel where we would, we would take all the people on Google, who are searching actively for B2B stuff, and send them to, you know, a landing page that was like for a consultation call or something that, you know, immediate. Yeah, you know, only like five to 10% of those people would ever convert into leads, but the other 96% had some sort of an interest or they wouldn’t have landed on your page. So then we would just follow up them on Facebook. Totally. Yeah.

Christian Lovrecich 15:30
So I mean, I don’t I deal much. I’ve done the whole lead generation thing before in the past. I stopped. Because no matter how good of a funnel, you have, and how dialed in, you have unless you’re working with a company that has a true sales process in place, like, I don’t know,

Richard Matthews 15:49
We have to be able to convert the leads in order for them to keep running to pay you. Right.

Christian Lovrecich 15:52
Right? And no matter? No, no, I get paid up front. I don’t care. But you know, I don’t want to deal with the drama of like, the leads are bad. I’m like, leads are not bad. Because the leads I’m giving you are the same exact leads that I’m giving somebody in California, you’re just getting the ones from Florida, the process is exactly the same, the messaging is exactly the same. So why are those people we’re closing, like 70% of them? And why are you only closing 10% of them? You know what I mean? And you’re talking to somebody who came from sales before this whole digital thing. So you’re not gonna, you’re not gonna lie to me when it comes to the sales side of things. I know, you don’t have a sales process down most most small companies don’t you know, big ones do? Yeah.

Richard Matthews 16:28
So what I want to talk about then is your your origin story, right? So every good comic hero, book hero has an origin story. It’s the thing that made you the hero into the hero they are today, right? And we want to hear that story for you. Were you born a hero? Were we bit by a radioactive spider that made you want to get into doing Facebook ads? You want to start a job and eventually moved to becoming entrepreneur? Basically, where did you get from that you ended up here? Oh, man, it’s

Christian Lovrecich 16:49
such a mixed up story. So I grew up in a family of business owners, entrepreneurs, my dad, his dad, my grandfather’s brother, they all have construction companies and South American men as well, when they went there when the oil boom, went down back in the 50s, or whatever. And they built this massive companies. And so, you know, the idea at one point was for me to be in the family business and construction and all that good stuff. And then I don’t know, you know, if you’re listening, or how much you know, about international affairs, but Venezuela is basically a mess. Now, it’s a dictatorship, it’s gone. I mean, you can’t do anything. So long story short, at one point, my dad saw it coming. He’s like, you know, what sold, everything moved to the states. So we moved to the States. And, you know, obviously, you know, he didn’t start another one. So it’s like, I could go into the family business. But the cool thing about it is that, you know, when I was a kid, I was always around him like I was, I will show I will hang out in his office, and I will listen to the conversations and my dad will, you know, he always did a good job of teaching me what he knew, since I was a kid like this is, you know, when you’re negotiating you do this, or this is what you do this, you know, and it always stuck with me. But I was a little lost man. I was never, I was never one of those kids who was like, did I sell things on the side? Yeah, I did that. But I grew up with money. And this is the problem when you grow up with money. When you grow up with money, you know, you have a failsafe, like, if something goes down, you’re taking care of for the rest of your life, especially with the type of money that my family made. But what I didn’t see coming is at one point, my dad lost a lot of it, because of everything that happened in Venezuela. So at that point, I was like, Oh, crap, I’m not taking care of for him. So I better figure something out, you know, because I was messing around. I was just partying and doing all that. And then at that point, I started coming up with ideas. And, you know, I bought a business in Dallas went there. I was there for 10 years. And, you know, I hated it. It was in the car business. And I did it. I got into the car business, because I love cars. I was obsessed with cars, like every other dude out there growing up, right. And I realized that I didn’t like it, I hated it, then the economy crashed. And so I was like, You know what, I’m gonna take a, I took a year off and came back to Florida, to Lauderdale. Because my best friend, you know, he was here, and he’s like, dude, just come here and figured, you know, until you figure out what you want to do. So at that point, I was pretty, you know, beat up after the crash. So I was like, I don’t know what to do and take some time off and actually got a job with a company, doing marketing for them. But it wasn’t digital marketing. It was like for trade shows and stuff like that. And that’s what uh, that’s what ignited the marketing side of me again. And once I started playing with, I saw something for how to sell t shirts on Facebook or something like that. And this is a long time ago. This is when Facebook first became public with ads. And I got this little course for like 300 bucks. And I learned like the basic of Facebook ads, which was nothing back that and once I threw my first ad that was successful that made me like two grand in one day. I was like, Okay, I’m hooked. I always wanted to, like, you know, sell something online, but I didn’t know what because I was been a computer geek. And that was it. Man. I, I see your cat back there. That’s awesome.

Richard Matthews 20:09
So yeah, he’s, uh, he’s jumping in and saying hi.

Christian Lovrecich 20:12
Yeah. So yeah, that’s what that’s that was it man, I got hooked on it. And it became an obsession. And I guess like, you know, I was like video games and stuff like that. So looking at the ads dashboard, it’s like, Okay, what kind of a high score Can I get today? And then, you know, just the previous knowledge from owning a business and growing up with businesses and stuff like that carries over to everything that’s ecommerce and sales and all that stuff. So I never stopped learning kept learning from there, you know, learn from the best and that it was it was a low, a slow evolution. I wasn’t one of those guys that you know, that started doing Facebook ads and became millionaire overnight. It wasn’t like that at all. Like, you know, I, it was very it was, it was very, very slow roll for me. I was making money, but it wasn’t like the crazy money. It’s like, Oh, I bought a Lambo the next day? No, it doesn’t. It’snot.

Most people isn’t. That’s not how it happens, you know? So yeah. And it just kept going became an obsession. And then I one point, I wanted to get back, you know, to community, because see a lot of people asking me questions, I was like, You know what, I’ll put out a Youtube channel. So I did that and try to put in, like three videos a week, depending how busy I am. And I mean, the response has been great, since I haven’t tried to sell him anything yet. But I probably won’t. Just because, you know, YouTube make money with that revenue. So that’s enough for me on that end. Yeah. So that’s it, man. And, you know, just took it to the next level from there.

Richard Matthews 21:35
And that’s how you ended up where you are. Now, how did you start getting in? How did you sort of narrow down on the e commerce space to be where you wanted to be running ads?

Christian Lovrecich 21:42
because I started with Ecom, I always wanted an ecom brand, I wanted some type of ecom brand. And I it’s more challenging. I like the fact that I can have 100 skews, 100 products in my store, and I can make different combinations. And the way you scale ads, the way you run your campaigns, it’s a lot more complicated. That takes a lot more skill. And again, since I’m obsessed with Facebook ads, it’s like a video game to me, I’m always trying to look ways to take it to the next level. So that’s why I love it. And I love branding, and I love you know, building brands and everything that goes with it, you know, you know, I grew up working retail, all that stuff. So when I did, I did some lead gen, because people were asking for lead gen, I wasn’t sure I’ll do lead gen, it was just too easy. It was too easy. Like to run a lead that lead gen ad if you’re if you know what you’re doing, you know, it takes literally 10 minutes to throw up the campaign out there. And then there’s not much more you can do locally, you know, it’s a local offer. So you can only scale it so much ecom Ads, you can scale to the whole world, you know, if whatever you’re working with can ship all over the world. And again, once you get to a level when you get to work with big, big brands, you know, something like, I mean, Nike, I don’t work for Nike, by the way, but it’d be a dream come true, you know, with those type of brands. I mean, it’s a whole different ballgame, because everybody knows who Nike is, right? So the response, it’s a lot different. And it goes back to the whole I have a whole team. I’m at disposal, you know, that takes my ads to the next level in my results to the next level.

Richard Matthews 23:11
Yeah, absolutely. So my next question for you, then is about your superpowers, right. So every iconic hero has a superpower whether that is a fancy flying suit made by genius intellect, or the ability to call out Thunder sky, in the real heroes have what I call a zone of genius, which is either a skill or set of skills that you’re either born with, or developed over time, that really energize all of your other skills, right? It’s like the common thread that goes through everything that you do, and the superpowers what sets you apart and really helps you help other people slay their villains and on top of their journeys. So with that sort of framing, what do you think your superpower is?

Christian Lovrecich 23:49
I don’t know about like one superpower. I know, I know, for a fact, one of the things that make me successful in this business, and that has made me stand out is that I come from a background of sales, right? Like real sales, like on the phone, like cold calling, knocking on doors, a whole nine yards, you know, because before all the digital stuff, and most people who do what I do, and they’re very good at it, I mean, you know, I know people who of course, are better than I am. They’re, they’re more on the analytical side, you know, attention to detail to numbers and stuff like that. But they’re very introverted people. So they don’t have the sale side of things. So they can run the numbers. And they can, you know, they can do all these data analysis and all this crazy stuff. But when it comes to the sell side of thing and your messaging and your copy and your creative, they don’t have that down because they’ve never done it themselves. So I have like a good mixture of being an extrovert in sales as well. So that’s what makes me only say, kind of a deadly weapon. Because I know when you combine both, you know, it’s what really brings you the results if you concentrate. Yeah,

Richard Matthews 24:55
you know to be honest with you, yeah the sale and the data.

Christian Lovrecich 24:57
Yeah, if you concentrate on your creatives and Your offer your product offer, even if you’re half assing, your ads, you will still get results. Right. But if you can be the most technical, you can be Lord Zuckerberg for all I care on that dashboard and Facebook ads, but if you don’t know how to sell your product or precision that offer a good copper guy and a good creative that that, you know, hits those emotional points with that audience, it’s not gonna convert. So you got to have a little bit of both, you know,

Richard Matthews 25:27
So is, is that one of the things that you help your clients with, when they come in is helping them actually put together offers that will convert on on Facebook based on their product offering that they have?

Christian Lovrecich 25:36
Yeah, so basically, when the when the clients that I work with, you know, I considered partners, they’re not just a client. So a lot of the quote unquote, agencies out there consultants out there, especially for Facebook Ads are like, okay, we’ll run your ads for you. And that’s it, you know, just send us what you got. And you know, they don’t bother to look at the site, then I’m bothered to look at the conversion rates on the site, you know, how products are performing all that stuff. When I come in, you know, with my team, you know, we look at everything, I’m looking at your site, what’s the conversion rate on the site? Is it too low? Like, if it’s too low, we need to make changes to make that conversion rate higher? Because that’s going to bring you better results? What’s the navigation pathway that you clients take when they land on your site? Are you recording every single person that lands on your site? Are they getting stuck anywhere on the site? Where are they clicking? Why are they clicking that it was split tests, you know, product pages that we split test pricing? Did we split test the position of the Add to Cart button? You know, how many steps does it take from landing to check out, you know, if it’s more than three, we need to fix that. So you know, even some of those, you know, brands have good sites already. You know, they don’t, they don’t look at the smaller details that people like me look at, because, you know, I play with my own money from day one. So every money spent hurt, right? If I lost money, you know, some of these brands have a budget, like we got to spend 100 grand this month, so we get, you know, 150 next year, so they’re just concentrate on spending the most they can, and they still get results, right? But when you make those tweaks is amazing. Like how much farther you can take those results, right? I mean, I’ve worked with brands that we brought the results as high as 33% higher in one month just making small tweaks to their website.

Richard Matthews 27:20
That’s really cool. And there’s definitely there’s definitely a lot to be said for knowing the but they call that the conversion rate optimization side of the game. Right? Not just the ads. Absolutely. It’s

Christian Lovrecich 27:30
not only the conversion but you know, then you have to look okay, what’s what’s your email sequences? What’s the back end? Are you upselling? How many emails you know, the thing that I see the most now with the big brands with the smaller brands and the people who are starting out they don’t they forget about email. My wife we tell it will tell you I never checked my email. I’m like, Yes, you do. You buy stuff all the time, you just only pick and choose which ones you’re going to open. That’s what there’s 6000 in your inbox. But you know, you still check your email everyone does. So if you know how to pair how to how to craft your messaging to your client or to your customer, trust me they’re going to open your email I have ecommerce stores where the open rate on email is 60% 62%. Just because they’re really passionate about the products.

Richard Matthews 28:18
Yeah, absolutely. And so you guys are doing like email follow up with past customers to increase sale. Oh, yeah, man, we

Christian Lovrecich 28:24
have touch points everywhere. We have post purchase sequences, we have combat sequences, drop card sequences, we make three different offers a week, at least. The trick to that I mean not really the trick that’s the way you get results with that type of stuff is you know, it’s it’s by offering value and then making an offer not just sell, sell sell. There’s different ways you can segment your audiences through email you can segment based on you know, how much they spend at your store or their recurring customers or the first time customers or customers are having bought from you in the past three months. And this is how you segment your list and that’s how you can talk to them directly. Hey, we haven’t seen you like three months What’s going on? Here’s 25% off I mean that’s the short version of it but you get the idea.

Richard Matthews 29:08
Absolutely. And it’s really fascinating Craig is like I know I mentioned for the call that I’m working with Ecom company you know our goal is to grow sales like like just listening to you talk I’m like that we need to do some of those things and some of those right so like I just I know from working with companies before that like if you’re hitting like all those cylinders like all the time you know you’re helping them you know get their engine from firing on one cylinder to getting it buying around all the right you know all eight cylinders in the engine kind of thing so it’s it’s when you actually pour the gasoline on which is the you know,

Christian Lovrecich 29:41
yeah, I mean if you absolutely if you have a proven product if you have a proven store, that’s why I only worked with with with, you know, clients that are already doing sales because they’re already proven the product is proven itself, people like it. So this is where you bring me in to, like you said pour gasoline on the fire and take it to the next level. Because I know how to scale it, but it’s a process, you can do it all at the same time. So when you go and you look at what’s going on, the first thing that I’m going to do is going to do an audit, you know, to the Facebook account, because everybody’s running Facebook ads, then based on that audit, you know, you’ll be amazed how many horrible accounts I see from quote unquote, huge agencies from, you know, Manhattan, that they just, you know, they serve all this huge clients, and they’ll, they’ll stick like a junior media buyer that just graduated from college has never run an ad before. And then they just set and like forget about budgets, you know, you can really do that. So you do a count audits, and then you see where to put it, where you’re hurt, where they’re hurting, when they’re, when the revenue is dropping what you know, you, we have a whole process that we follow to do all of this, but you do one by one. And it’s a process, you fix one thing first, once you get that down, then you move on to the next thing, and so on, and so on and so on. Once you have them all lined up, it’s it’s basically endless split testing, you know, you always have a control, and you always have a variable that you test to see if you can take it even higher, better results.

Richard Matthews 31:05
Yeah, absolutely. So the flip side then is your superpower, is your fatal flaw, right. So just like every Superman has his kryptonite or Wonder Woman has their bracelets of victory that she can’t remove without going mad, you probably have a flaw, that’s held you back in your business, something you’ve struggled with, maybe like me with something like perfectionism that kept you from shipping your products, or lack of self care, which means you let your clients walk all over you, which something I’ve struggled with for a while. But more important than I think what the flaw is how have you worked to overcome it or rectify it of your business so you could continue to grow? So you know, people who are listening might learn a little bit from your experience there.

Christian Lovrecich 31:41
Ah workaholic man. It’s because I enjoy what I do. That’s my biggest flaw. And I’m a people’s pleaser, you know, I like to please people, especially clients, so when I started, you know, I would answer the emails that, you know, if I was up at 1am on a Saturday, you know, I didn’t care. I was like, Oh, yeah, I’ll answer right away. And, you know, unfortunately, when you do that people take advantage of you, right? And I learned very quick that I had to put a stop to that. And still it hurts man. Like sometimes I’ll be sitting there and I see an email come in. I’m like, if I answer that day then I’m gonna train him to that I’m available. 24 seven, that’s just not the case. You know, you got to set boundaries for your clients. And I hate to say like that boundaries, but I’m talking about like, boundaries of like, you know, you can contact me at any time from 7am to like, 7pm. That’s cool with me. But you know, Christmas Day at 10am, because you didn’t see your ad today that Come on, you know what I mean? It’s like, it’s thinking, you know, stuff like that. I mean, I don’t have it. Time management, I think that’s another weakness that I have time management for sure, I find on had to learn to put everything on a calendar before that I was all over the place all over the place. So I mean, organizing being organized, I guess it’s

Richard Matthews 32:53
Is that it’s that that lack of self care right at that early point where you’re letting your clients walk all over you and learning how to set the boundaries. And I had to do the same thing where I remember early on, I would let my clients you know, I booked calls whenever they wanted to respond to anytime. And then I finally got to a point where I was like, I can’t I can’t do that.

Christian Lovrecich 33:10
You can’t, you really can’t.

Richard Matthews 33:11
I have a wife, I have four kids, right? I have a I have a life to live outside of my my business and working stuff. So now it’s like, you have to work on training your clients, or like for me, a lot of my clients, we have a lot of phone call type of interaction. Yeah, like there is. So they’ll call me and be like, Hey, I’m not available right now. Make sure you book a time on my calendar, you have, you know, open access to this, like, I’ve got dedicated time for my clients that you can just pick a slot, but we’ll do it. Yeah it’s amazing, so I made my clients to go through that. And, and it’s not that I’m not available for them. It’s just that, you know, like, I have to have to, you know, put work in its box so to speak.

Christian Lovrecich 33:48
Well, the problem with me was, you know, it’s like you said, I didn’t have I think a set way to tell like, here’s my calendar just pick a time that works for you. It was just whenever they felt like I was like, sure, we’ll do it. And, you know, one point I was not eating lunch, because I was just trying to get stuff done all day long, or I had calls in the middle of the day. So there wasn’t that boundary of like, I need to take time for myself during the day. You know, I wasn’t going to the gym anymore. So I felt lethargic. I felt tired all the time. And you know, when you don’t have time when you don’t take the time to actually like stop and eat something you’re going to eat whatever junk food it’s at reach right i mean that’s at least that’s what I did. And then you know on top of it to deal with the stress I was going out and drinking you know my friends happy hour and all that stuff every chance that I had and you know, the older you get your body can’t handle that anymore, right? So I caught all that out. I started eating healthy again. Now I have a kid so I want to spend time with him, you know, at least an hour to a day right like in the afternoon. So yeah, that’s what I did man. The calendar and this are the times I’m available.

Richard Matthews 34:53
It’s self care and the calendar. It’s It’s crazy how important those two things are and how often particularly I have seen young entrepreneurs, right people who are just getting into the game, don’t realize how important those things are until you get yourself to a point where you’re, you’re starting to cause yourself damage, right? Like not eating lunch or, you know, not going to the gym and realizing like, Hey, I’m not, I’m not the healthy fit 20 year old anymore, that just automatically is healthy no matter what I do.

Christian Lovrecich 35:18
Yeah, and in your mind, at least this is the way I am. I still think I’m like literally 25 in my head and I just turned 40 because my the way that I think Yeah, I’m more mature now. But I don’t know, man. You feel young. I feel young you know what I mean? So it’s like, I still think my body I have the body with 25 year old. That’s not the case, you know. Yeah, you got to work a little harder. Yeah, you do. Like for example, we went out to a to brunch on Sunday, and I was eating a frickin salad of all things, and I cracked my molar in half. You know it’s like how does that happen? So I spent half of my Monday at the dentist getting a crown put in you know, that’s what happens when you’re 40 you just start breaking down.

Richard Matthews 35:57
But yeah, the other thing that I’ve noticed, too, you mentioned you have a kid, right? I got I have four kids now. And it’s one of the one of the things is like, now before you do something, the thought passes through your head of like, Hey, I have other people who rely on me like yes, my children. Yes. If I damaged myself, I damaged them as well. Oh, yeah, I always list that, which is like another thing you think about before you have kids. Before him.

Christian Lovrecich 36:21
I will go and I used to go on trips with my friends. I used to call him the self destruction tours and all this stuff. Because we just we just party, we just went hard. You know, and we love having a good time and drinking and all that. And, you know, as soon as I knew he was coming, he was born. It’s like, Alright, now I got it’s not just me, right? I got it, I got a little one to take care of. So as soon as I found out he was on his way, man, everything. Well, everything started changing to when I was getting old, you know, as I got older. But certainly it’s you know, it’s a whole different mindset. It’s like you said,

Richard Matthews 36:53
Yeah, absolutely. And it’s really learning how self care fits with your business, right? And how important it is right? It is, you know, if you’re, if you’re not healthy, you’re not feeling good, you’re not well rested, and you’re not well trained. Like you can’t, you can’t bring your minds to bear all the creative problems, we need to solve your business.

Christian Lovrecich 37:09
Like I used to joke around, man, it’s like, the culture that I come from, you know, in South America, it’s a very, like, party culture, like drinking and having a good time and eating and I’m half Italian. So the other side is exactly the same. And, you know, I used to be like, you know, every win is an excuse to have a party and go out and have a good time and drink with your friends your family, whatever. And or any holiday for that matter, right? So I used to think like, man, all those people would all this money, like double the money in the world, it should be going on yachts having a big party every weekend and blah, blah, blah. And now I’m that guy who goes you know, two months without even having a sip of a drink, because I want all cylinders firing at 20. You know, 24 seven, just because the energy levels, you know what I mean? I only sleep like six hours now. And I’m good to go. And I opened my eyes on my Let’s go. Let’s go. Let’s go. You know, and it feels great. It feels fantastic.

Richard Matthews 38:03
You have you have shit to do. It’s time to get get working, get moving.

Christian Lovrecich 38:06
Yeah, if you want to be successful, I’m telling you, man, unless you’re celebrity. And even at that point, you have to cut off all that all this stuff. I mean, I’m not saying cut off completely, but definitely a balance. And if you’re really serious with taking stuff to the next level, and doing it right, you definitely have to stop and really take care of yourself, you really do.

Richard Matthews 38:28
Absolutely. So that’s a that’s an important flaw for for people to work on. I know it was it made a huge change in my business. And like just over the last year, I started working with a high performance coach just changed a lot in my life and my business. So it’s a it’s really, really definitely something to take, take into account when you’re trying to grow a business no matter what it is. Absolutely. Yeah. So my next question for you then is about your common enemy. Right. And every superhero has, you know, an arch nemesis, right? It’s the thing that they constantly have to fight against in their world. In the world of business, it takes on many forms, but generally speaking, the context of your clients, right? And it’s a mindset or it’s a flaw that they have, right that you’re constantly have to fight to overcome, so that you can get them the results that you’re trying to get. Right. And so if you had you know, if you had your druthers, you had a magic wand, and every time we brought a new client, you just pop them on the head and get rid of that mindset so you could work with them better. What What is that that arch nemesis that common enemy in your business?

Christian Lovrecich 39:28
It’s Facebook. Facebook is my nemesis, man, Lord Zuck. Listen, Facebook is very powerful when it works. This is why it’s my main source of traffic to get results. There’s no doubt about it when it works. It’s the most powerful platform in the world. But the reality is, is that Facebook Lives by the still to this day, even though they’re a frickin behemoth of a company by the motto that Zuck started in the when he started it which is moving Fast and break things, somehow that’s still how they think. So I don’t know if it’s like their teams don’t communicate together, or I don’t know how they run things over there. I’ve heard, you know, stories where people on the inside, but they’re constantly breaking the platform, they just rolled careless updates or, and it’s just, you know, Ad accounts get banned for no reason the AI just flagged something, and then there’s no customer support, like I have a rep and my rep, still doesn’t have access to some of the tools to like, fix things right away. So it’s a nightmare, man, it really is, like, like I said, when it works, it works. But half like right now it’s a mess. It’s really it’s a mess.

Richard Matthews 40:42
So one of my, one of my best friends is a rock star with Facebook ads for the B2B stuff that she does. Yeah. And, you know, they do millions of dollars a month ads, and she’s got her whole, everything got deplatformed. The other day on accident,

Christian Lovrecich 40:59
Oh, it’s happened to me, it’s happened to me, it happened to me a few years ago, I was like, you know, my, it’s called a business manager. This is how you get access to all that accounts a lot of stuff. I got flagged for no reason, just something on the algorithm, you know, just flagged one of the ads or something, it brought the whole thing down, and I didn’t have access to it for three months, I literally had to create new profiles, new everything, and move all the clients over to the new one, just so I can control the ad accounts like Meanwhile, like I have no access to it, the ad accounts are still spending, I have no idea what’s going on. And I’m on the phone trying to teach people how to log in into their ad accounts and how to like read things to me so I can show him like what to turn off and what not to turn on them. It was a complete nightmare, man. Nightmare.

Richard Matthews 41:43
Yeah. And it’s something happens all the time too like every like they’re sold. All this is dedicated to figuring out how to fix it, because Facebook doesn’t have any damn support to help you fix it. Perfect example,

Christian Lovrecich 41:54
I launched a brand new store, and it was running for a week. And I just started to scale. For those of you that don’t know, scaling is when you start when something works, and you just triple the budget to take it to the next level or more. And I literally woke up to my first Father’s Day to a message on my phone saying that my account has been deactivated. That was my first Father’s Day. So I had to reach out to my rep. And then Luckily, he got it back on right away. But it’s like, you know, if you don’t have the contacts, if you’re a small business, you’re screwed, man, it sucks. You know, small businesses rely on it, and they don’t have the support that they need. It’s really, it’s kind of messed up if you really think about it.

Richard Matthews 42:38
And the only problem too is like you have there’s no, there’s no recourse for it right there. Oh, no huge force in the market. I know. I know, politically, there’s some discussion about like section 420 or something like that, where they like they, they get like, you can’t, you can’t even sue them for it. Because they’re they have some sort of special, special class of thing that like, you know, if they if they were acting like a public utility, they wouldn’t have those same protections, but they do. So anyway, yeah, maybe that’ll get better in the future. But like, for now, it’s just, they’re like, you know, like, I love the way you call the Lord Zuckerberg, right? They’re just in charge of their kingdom. And if you want to play in their kingdom, you play, you play their game, and you have no recourse. Just the rules, man, and they know it and they know it, you know, and I joke with the whole Lord, Lord Zuckerberg thing, but the reality is that he probably doesn’t even know half of the things going on.

Christian Lovrecich 43:29
You know, he has better things to worry about. I mean, I feel for the guy. I mean, listen, he’s built an empire. I don’t know how he deals with the stress of basically running your own frickin country that you didn’t ask for. But he’s still doing it. So props to him on that, you know, that side of things, because he obviously loves it. But the reality is that the person who’s really in charge, when it comes to the ad platform is Sheryl Sandberg. She’s the one who was in charge from day one we should when he brought her from Google, if I remember correctly, so but I don’t know, man, there’s, there’s miscommunication. I don’t know, if it’s just engineers, just like I have an idea. Let’s just push this and see what happens. I don’t know. But they need to get their stuff together. Because they’re affecting a lot of people, you know, a lot of businesses right now, I couldn’t tell you how many stores have gone out of business just because their ads are not performing. You know, luckily, I’m in a position where I have, you know, good brands, good clients, you know, and and that can afford to like pause or do other things to keep it going, or at least breakeven, but most people can’t afford a luxury and it’s not only, you know, it’s not only that your ads are not working, you know, if your ads are not working, that’s your only source of traffic. Because it’s the most powerful one, you know, it really truly is. There’s really none. There’s other platforms. They don’t compare to it. You know, especially for local businesses, right, like a yoga studio or you know, a restaurant, right. Guess what, if their ads don’t work because something’s broken in the platform now, people are losing their jobs, they can lose their whole business. It’s crazy man. I mean, most people don’t think about it that way. You know.

Yeah. It’s it’s definitely a lot of power in the hands of one company. So, yeah, yeah. But it is something that you have to just use that deal. Right? You have to grow your business anyways. The evil empire, man,

I need him as much as they need me. So I need them more than they need me to actually.

Richard Matthews 45:21
Yeah, it’s one of those crazy things, right? Like when you want to platform gets that big, right? You’re spending $50,000 a month, hundred thousand dollars a month? You don’t even show up on their radar? No.

Christian Lovrecich 45:30
I didn’t get a rep until I hit the half a million threshold between couple accounts together.

Richard Matthews 45:35
Yeah right? Like that’s it ads spent and then that’s something to get a revenue. And that’s

Christian Lovrecich 45:38
not even like VIP a rep. That’s like a level one rep. That’s like, Okay, I guess you can ask us questions if you really need it. But yeah, man, you don’t show up on the radar until you hit about 20 mil somewhere on there. And that’s when you really get the real support. It’s crazy.

Richard Matthews 45:52
Yeah. So the flip side then of your common enemy is your driving force. Right? So just like Spider Man fights to save New York Batman fights to save Gotham, or Google fights to index and categorize all the world’s information. What is it that you fight for in your business, your mission, so to speak?

Christian Lovrecich 46:09
ah, my mission, what’s my mission? And to make people happy, I mean, I’m in e commerce mainly now. And you know, with the YouTube stuff with the YouTube channel, too, it’s just, I enjoy making people happy. Like, there’s nothing better to me, when I get forwarded emails, through my customer service people or from clients like being happy because of the results they’re getting, or the, you know, the product that they got, they absolutely love. You know, it’s it really makes you it really pays off for all the hard work, the hard work that you put into it, you know what I mean? Like most people don’t get to see behind the scenes. So when you get, even if it’s just a review, man, I love seeing those like, thank you so much have no idea how happy this makes me or, you know, my grandmother, you know, that sick or whatever, I got her this and it made her whole day or, you know, or you help me through this. It’s, it makes up for it’s, it’s amazing, man, that’s the best feeling in the world, when somebody gives me a comment on the YouTube channel is like, Oh my God, thank you so much for taking the time to do this. You know, people are very thankful man, people who really want to happy people, you know, they’re really thankful, don’t let the negativity that you see on your newsfeed every day, like, really get to you because most people are not like that, and just showing you that because of engagement. But there’s a lot of good people out there. And they’re very, very thankful if you do a good job of what you’re supposed to do. And you give him what you promise. And you know, you help them out, basically.

Richard Matthews 47:33
Yeah, my favorite parts of my day is my get people to comment on this podcast right on YouTube or on somewhere else. They say, Hey, you know, I listen to every episode, I really liked that episode, or this is really good or whatever. Like, that’s my favorite thing. So yeah, it’s the best.

Christian Lovrecich 47:45
I mean, my channel is not that big yet, because I just started it right. But you know, I’m just not getting that hitting that threshold where I’m starting to get the hater comments. And you know, when you get haters, that means you made it. It’s like I say, haters make me famous. But they’ll suck. You know, I don’t know why, but I let them get to me when I shouldn’t, you know, it’s like, because if you really think about it, that means that, you know, when I used to be really angry when I’m angry is because I’m not happy at something. And it’s not related to whatever I’m dealing with, you know, a lot of people take it out on something else, because they’re dealing with something that’s making their life miserable or angry or whatever. So it’s like, you know, I try not to let them get to me. Thankfully, there’s no too many. So I don’t let those really get to me. But you know, it is what it is part of it, I guess.

Richard Matthews 48:31
So, what I’m going to talk about next is the practical portion of our show. I call this the hero’s tool belt, right? Just like every superhero has a tool belt with awesome gadgets like batarangs and web slingers and laser eyes and think magical hammers. You want to talk about top one or two tools you couldn’t live without in your business. Could be anything from your notepad, to your calendar, to your marketing tools to something to use for product delivery, anything you think is essential to getting the job that you do every day done.

Christian Lovrecich 48:58
Oh, man, I don’t want to say I don’t want to say Facebook, because that’s what I use every day. But yeah, I mean, I really can’t live without it. You know, if you took Facebook away from me, you know, it’s pretty scary to think about, but three quarters of my business will be absolutely gone. I mean, that’s a pretty big deal. You know what I mean? So I mean, as much as I hate to admit it, Facebook for sure. I mean, that’s one definitely. You know, what my team, my team, for sure, man, I there’s no way I could do everything that I do without my team and a lot of my teammates, outsource throughout the world. So I have people in the Philippines, I have people in India, Mexico, Albania, Russia, and got in Venezuela. And they’re amazing. They’re amazing. I mean, once they’ve been with me for years, you know what I mean? And it’s there without them I wouldn’t be successful and I reward them in same way because you know, they know it right? They make my life easier. So for example, like YouTube video is slack. That’s the only I couldn’t live without we all communicate through slack. So I have different channels on slack for each different thing one for YouTube one for graphic design one for copywriters, one for, you know, Facebook ads, blah, blah, blah. So, you know, when I film A, for example, YouTube video, you know, I filmed the video, whatever the idea is, and all I have to do is upload it to Google Drive, my guy gets the notification. And then between him the graphic designers to put it all together. And next thing, you know, the video is up live on my channel, like I didn’t have to do anything, you know, besides just shooting the content for it. And I mean, if it wasn’t for stuff for the stuff that they do for me, I there’s no way I can do everything that I do. No way. Absolutely no way.

Richard Matthews 50:39
Yeah, that’s one of my favorite things, too, is when I finally learned to start hiring team members and, and building systems, right. So things like when I upload to Google Drive, one of my team members gets notified, right, like having those kind of systems built in my business and having the people there to help support run those things. Like suddenly, you can just do so much more with your time.

Christian Lovrecich 51:00
And when you when you take the time to hire these people, and you create a company culture, which is you know, it’s fun, but at the same time you get things done. It’s actually fun to work, man. I mean, I enjoy I mean, obviously, I have, you know, stressful day said like, today’s a stressful day because I just have too much on my plate to deal with that I wasn’t expecting. But I still enjoy it. You know, it’s just a stress, like, I have to get it done. You know what I mean? But that’s about it. Besides that it’s every day is a good day, man. I’m so thankful for the life that I have, you know, and that’s where people miss the point that, you know, we get caught up into everyday stress and everyday drama. But you know, most of us men, especially here in the States, we have a pretty freakin good take for someone who’s lived in other places in the world. I’m telling you, like, how I wouldn’t change it for a while for sure.

Richard Matthews 51:47
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Well, we’re we’re rounding out the interview here. Got a couple more questions. Let’s talk a little bit about your own personal heroes. Right, so every hero has their mentors Frodo had Gandalf Luke had Obi Wan Robert Kiyosaki and his Rich Dad, Spider Man had his uncle Ben, who are some of your heroes? Were they real life mentors, speakers, authors, peers or maybe just a couple years ahead of you, and how important were the accomplished so far?

Christian Lovrecich 53:44
Um, I look, I have mentors. My main mentor, I have to say that that what I call real life mentor, not like a celebrity, though everybody knows will definitely be John Logar. He, he’s the one who really helped me go to the next level when it comes to getting organized and sales and the consulting side of things right. As far as like mentors that everybody would know. You know, definitely on the I love Mark Cuban man, I think Mark Cuban is so smart. So I really like the way he does things, especially after I live in Dallas. I live in Dallas for 10 years. So I saw what he did with the Mavericks from day one to what it is now and his story is amazing. You know, I mean, he started in sales. And you know, now he’s a frickin billionaire. Obviously, Musk Elon Musk, you I mean, like that, dude, man, I can’t wrap my head around that. It’s like, how do you come up with all this stuff? You know, Peter Thiel? You know, if it wasn’t for Peter Thiel, we wouldn’t have Facebook, we wouldn’t have PayPal, we wouldn’t have you know, a lot of the stuff that we use daily that people take for granted. Right. And then, Dan Kennedy, for sure. When it comes to marketing Dan Kennedy’s to OG marketer, man. He’s the creator of the sales letter.

Richard Matthews 54:59
What was that? No bullshit.

Christian Lovrecich 55:01
No bullshit. Yeah, Dan Kennedy man, Dan Kennedy is the one who’s gonna teach you to be ruthless in business in a matter of like upsell, upsell, upsell, upsell, and don’t feel bad about it. You’re servicing your clients. So yeah, Dan Kennedy, man. And then I think that’s pretty much it. I say, you know what, I got to throw Russell Brunson in there because his books really helped me a lot when I was still learning. So, but Russell learned from Dan Kennedy, that’s how I found you know, Dan Kennedy, so, but you can’t take Russell away. He’s, he’s the real deal.

Richard Matthews 55:33
Like, if you get into it a gun through Dan Kennedy, you might find yourself in Jay Abraham’s books or Peter Drucker’s books. Absolutely.

Christian Lovrecich 55:41
Yeah, yeah, man, I don’t have I wish I had more time and this attention span to read more books. A lot of them I do you know, through audiobooks, when I’m in the car, or whatever. But, man, if I if one superpower, that if I could have one superpower, is one that I could read a book a whole book in, like 30 seconds, and actually retain all the information in one race, you know what I mean? Imagine that, man, I’ll be so cool. It will be amazing.

Richard Matthews 56:07
So my my I actually learned to think about that. With with audio, when you listen, listen to a book, it takes 18 times of hearing the information to retain it. I believe that. So reading, it only takes five, which is why you retain information better, you read it, and you listen to it. But you just can’t multitask. Like you like reading, it’s such a dedicated thing, right, you have to make the time for it. Like I know, there’s people who have read so much, but it’s uh, you definitely have to really make time for it in your life.

Christian Lovrecich 56:39
So I grew up reading a lot since I was a kid, I always enjoy reading. And one thing that I know for a fact is that my attention span is completely shot from me and social media all day long that it really is like, I used to be able to sit down and read like chapters, I’m talking about three, four chapters in one sitting and retain the information. Now Forget it. Like, I’ll be like five pages in and like my mind is like, what did I just read? Like, you know what I mean? And it’s, it’s one of those things that, that I’ve been working on, you know, to try to bring it back to what it was, but it’s kind of a if I could.

Richard Matthews 57:16
When I was in high school, I used to read books all night, like I would just not sleep and read the whole book from cover to cover. My mom would be like, did you sleep last night like no, I stay up with a flashlight read all night.

Christian Lovrecich 57:26
That’s so cool, man. That’s so cool. Yeah, so what I do now, it’s like when I read, I actually do it first thing in the morning. So I wake up, grab a cup of coffee. And I don’t even look at my phone. Because I know if I open my phone, that’s the end of that. And I try to read at least one chapter and it works because your minds fresh, you know, so you don’t have all those distractions yet. And that seems to work for me. So I don’t know, I’ve been doing it for a while. So we’ll save it stays that way.

Richard Matthews 57:51
Awesome. So my last question for you here is about your guiding principles, right. So one of the things that makes heroes heroic is that they live by a code. For instance, Batman never kills his enemies, he only ever brings them in Arkham Asylum. So as we wrap up the interview and talk about top one, maybe two principles that you use regularly in your life, maybe something you wish you knew when you first started out in this whole entrepreneurial journeys,

Christian Lovrecich 58:16
honesty, man honesty, I mean, being from a background of sales, and you know, I’ve trained salespeople, and you know, just from in this industry of digital marketing, there’s a lot of scams out there. You know, I brought it up, when we first started that people think that you can get rich overnight. You know, most people have been doing this for a long, the ones that you see that are real, you know, successful that they didn’t do it overnight. Man, it took some time. There’s very, very few few few far in between stories where it literally happened in a matter of weeks or months or whatever, it takes a lot of work. So don’t fall for all that stuff. Make sure you do your research. And just honestly, in general, man, just be a good person, you know what I mean? treat people with, with the respect that they deserve, and how you want to be treated, you know, we’re all equal. That’s the way I look at it. If you do that, you should be good karma.

Richard Matthews 59:03
I always loved the definition of integrity as being something that you could lean on and trust. Right, like so like, you know, your house, your table has integrity, when you know you can lean on it’s not, you know, the chairs not gonna collapse out from it, right? You want to be that kind of person, that, you know, when when they when you say something, when you do something that they can, they can trust you. And that’s all honesty, I really think I like that analogy and.

Christian Lovrecich 59:26
I like that a lot. For sure. You know, especially you know, when you’re dealing with clients, and you’re playing, I shouldn’t say playing with their money, but you’re spending their money right to try to get them results. And you know, when things are bad because it’s out of your control or whatever, like Facebook did that or Google’s doing this or whatever, tell them straight up, you know, set the expectations like listen, this is what’s going on even if you caught even if you don’t get the sale, man. Don’t lie because trust me, if you live from the get go, it’s just gonna turn into a nightmare down the road. So you’re gonna look bad your clients can be pissed off, like, just don’t do it. Just be an honest person, or whatever you do, treat everybody the way you want to be treated, and you should be good in life in general. And that’s

Richard Matthews 1:00:09
the way I look at it. Absolutely. So that’s basically a rap on our interview. But I do finish every interview with a simple challenge I called the hero’s challenge. We do this basically, it’s a selfish thing to help me get access to stories I might not otherwise find on my own. So the question is simple. If you have someone in your life in your network that you think has a cool entrepreneurial story, who are they first names are fine? Why should they come share their story on our show? First person that comes to mind.

Christian Lovrecich 1:00:34
Oh, my God, I know so many. Phil Kyprianou, is one of my mentors that even I even mentioned his name earlier. But he started as a DJ man, he started as a DJ in Canada. And then somehow he ended up in this world. And he’s one of the most successful people that I know in e commerce and he has a couple brands. So you should definitely talk to him. I’ll put you in contact with him for sure.

Richard Matthews 1:00:59
Awesome, that’ll be cool. So now it’s time for the send off, right? in comic books, there’s always the crowd of people who stand by and cheer and clap for the acts of heroism from the from the hero. So as we close, what I want to do is find out where can people find you if they want your help in the future? Where can they light up the bat signal so to speak, and say, Hey, Christian, keep up help me with my Facebook ads, ecom business, right. And I think you know, more importantly, to where they can go is who the right types of people or brands to reach out and say, Hey, you know, we’d love to get your help.

Christian Lovrecich 1:01:26
Absolutely. So if you’re an e commerce brand, and you’re already doing six figures in sales, go to pixl feed media.com, and that’s pixl feed, PIXL, feed media.com, we will definitely help you go to 789. And beyond, and figures. If you’re starting out and you’re trying to learn Facebook ads, digital marketing, copywriting sales and stuff like that, you can go to my YouTube channel and just search my name, Christian Lovrecich
or pixl feed, it’ll come up again, PIXLFEED. If you wanna listen to the podcast, where I just, you know, have or bring our entrepreneurs tell their stories for how they got successful, and to where they’re at pixl feed radio. And those are the three places and you can find me on Facebook, I have a group on Facebook as well. It’s called pixl feed, just search pixel feed, and everything will come up, you know, you’ll find it. Awesome.

Richard Matthews 1:02:17
Yeah, we make sure we get links to all of that in the show notes. Christian, thank you so much for coming on today. It’s been a pleasure speaking with you. Do you have any final words of wisdom for the audience before I hit the stop record button.

Christian Lovrecich 1:02:27
Hey, take care of yourself, work hard, and it’ll pay off. Trust me, it’ll pay off. At first, it doesn’t seem that way. But if you stick to it long enough, you’ll reap the rewards at the end. Especially in this business. I have a lot of students that want an overnight success and have to like, drill it in their heads that they have to learn it first, my first like three stores were failure. They failed miserably, but I learned a lot from them. And that’s what makes mine otherwise successful. So

Richard Matthews 1:02:53
keep that in mind. It’s so true. I always tell people, you vastly underestimate what you can accomplish in a year. Or overestimate what you can help me right vastly underestimate you can accomplish a task, right? So you’re willing to put in the time.

Christian Lovrecich 1:03:06
Yeah, obviously don’t go for a fail. I mean, that’s not your goal to fail. But if you do, you know, just learn from it. Move on, man. I’m telling you, it’s a lot worse in your head than it really is. So just move it to side. Don’t be emotionally attached and just keep moving forward and it will payogg in the end.

Richard Matthews 1:03:20
Yeah. Absolutely. Well, thank you very much Christian. appreciate having on the show today.

Christian Lovrecich 1:03:24
Thanks for having me, man. I really enjoyed it.