Peter Pru known for his award-winning success with ClickFunnels was eager to share what he knows and what drives him today. In the spirit of openness, we can see firsthand how we implement this with this product as well. We were lucky to have the time today we did. And while he has much more to say than what we could get to, it's a good start. And I expect you to hang on to every word.
Peter Pru has built, grown, and scaled multiple 6-7 figure online businesses across multiple industries. He's the founder of the Ecommerce Empire Builders where he shares his tactics and strategies for building wilding profitable eCommerce businesses and also the founder of Untapped Focus which is the first all-natural supplement for entrepreneurs & high-performers.
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Peter Pru: [00:00:00] Yeah, I kind of was like, well, how do I pretty business that, you know, I read something that, you know, or being hands on, build their business. How can I have something that I get to on my own? And that's when I just started thinking, I was like, what can I enjoy doing even as a kid that maybe I don't do it as much anymore. Again, these are questions you should be asking yourself.
Like, what did I enjoy doing? I had a lot of fun doing that right? Because it was something I really like doing and you guess what? It forced me to go do it.
Joseph: [00:00:34] You're listening to Ecomonics, a Debutfy podcast. Your resource for one of a kind of insights into the world of e-commerce and business in the modern age. This is Joseph. I'll be presenting a wealth of industry knowledge from interviews with successful business people and are on state-of-the-art research. Your time is valuable so let's go.
Peter Pru known for his award-winning success with ClickFunnels was eager to share what he knows and what drives him today. In the spirit of openness, we can see firsthand how we implement this with this product as well. We were lucky to have the time today we did. And while he has much more to say than what we could get to, it's a good start. And I expect you to hang on to every word.
Peter Pru, it's good to have you here. Welcome to Ecomonics, how are you doing today? How are you feeling?
Peter Pru: [00:01:24] I'm good. I'm good. Thanks for having me on. I'm hoping I can share as much value and insight of my, uh, 12, 13 years of online businesses as possible.
Joseph: [00:01:32] Absolutely. So overall, the way our show tend to work is that we use this time with you to, uh, get a full scope of, uh, who you are, what you do, which I'm about to ask you, um, so that our listeners can get a condensed view of it. And then they have all the time in the world to check out your YouTube channel and check in your, on your other content as well, and really see, uh, what there is.
So, um, that's how we, that's how we do it here. It's a lot of fun. And let's, uh, let's fire this up with that very question that I alluded to is who are you and what do you do?
Peter Pru: [00:02:04] So my name is Peter Pru. I, uh, right now own two companies. Um, publicly right on top focus, uh, which is a supplement designed for entrepreneurs as well as eCommerce empire builders offers programs and services for e-commerce business owners.
Um, I also own on the side of affiliate marketing businesses, uh, real estate businesses, but really my two main focuses are on tap focus, which is our supplement. And then our e-commerce empire builders.
Joseph: [00:02:34] Okay. So I'm only going to ask this just a little tiny bit, because real estate does somewhat peak my interest.
So like, what exactly, when you, when you say real estate, are you just buying condos or like, how did, when did that start fitting into the picture?
Peter Pru: [00:02:47] So I, uh, I could go down the rabbit hole, so I kind of have it in my blood, uh, just because when my parents came here from Poland, um, and they were like 16, 17 years old, they couldn't get jobs anywhere.
They didn't speak any English like at all. So they kind of were forced to be on launch nurse. Uh, or for us, their kids, me and my two sisters. And, uh, you know, they try and go and, you know, they can't get a job. So basically they, they found opportunity in real estate. Um, they never really taught me much until later on in life about real estate when I just started getting interested in it.
Um, so, you know, for me, I just, you know, own a single family home town homes are looking to get into more bigger deals with multi-family.
Joseph: [00:03:29] Yeah, there's a great point there that you just brought up about, you know, being forced into entrepreneurship and what I find talking to people and even through, from my own experience, people that I know in my own life experiences, that entrepreneurship is that calling it's people are put into a position where they have to, um, become innovators to become pioneers.
Uh, I don't. I don't know anybody personally, who just decides to like abandoned their either comfort. And then all of a sudden something has to be pushing back against them you know.
Peter Pru: [00:03:57] That's a, the interesting part, because like, when I look over, you know, the past like 12, 13 years, even like when I first got into college, like, my parents were whole thing was almost like, you know, everybody, you know, especially from Europe wanting to come to America, because it was the American dream.
Right. You know, white picket fence, like all this, like that was the, that was the dream. Right. And that's what they wanted for their kids. They didn't want them to struggle like they did. They didn't want to do all that stuff. Right. Like they didn't want us to go through that. And to them, it was always okay, go to college.
You'll get a good job. Get married, have kids live in a nice neighborhood. Like that was cool. There's nothing wrong with that. Like, I have nothing against that at all. Right. Um, that's my sisters do that, right? They're not, they're not business people or my others is like, you know what I mean? Everybody's on their own path.
Like I'm never going to be a, person's like, Oh, you know, some people, most people should be, most people should be at an NFI. Most people aren't cut out for the stress that comes along with entrepreneurship at all. That's why I recommended we just start a side hustle or you make yourself an extra 500 bucks a month and a hundred bucks a month.
Right. At least you have a little side also, it's making you some extra money and then you can decide if it's something you want to be. Um, but yeah, I was kind of like, for me, it wasn't, I wouldn't necessarily say it's forced and it's like cliche to say that, like, it was really like, I just wanted to wake up in the mornings and like, you know, cause our positive set nine to five or you clock out and you just worry about all those stress and employees and all the nonsense that goes along with running a business.
Well, like I want it to look, my big thing was I just like, I just want to wake up in the morning. It wasn't even the money. It's just like, I want to wake up in the morning and like be responsible for myself. That was the thing. Right. Because you know, I've been like, Oh, it's so safe. It's so safe. But like, is it like, are you betting?
Cause I think about it when you're on your own, you're betting on yourself. Right. And I'm always going to bet on somebody else, but yeah, I mean, for me that was like my big driving factors. Like, you know, why don't I build something that I can have full control of kind of like, and. And, uh, and for us, there's some amazing benefits that come along with running your own businesses, um, that get opened up to you. So that's kind of, that's kind of it.
Joseph: [00:06:03] Yeah. And you know what? You make a, you make a good point that maybe forest is well too forceful of a term. So perhaps compelled, uh, I will say some people, they really are put into that position and they don't have any other option, but I think a lot of people are compelled they're there, they're driven, they're motivated to it.
Um, and then I also wanted to touch on one other point, you just brought up.
Peter Pru: [00:06:20] You know, I didn't have to do it. Like my parents were forced. Like they didn't have a choice. And in me it was like, okay, I made that decision. But just because I was like, Oh, I don't want to be in like a, you know, people doing the same thing day in and day out.
Joseph: [00:06:34] So exactly right. So, um, let's get to, let's get into, uh, some of the great value that you provide. And, uh, I, you know, I'm, I'm, we certainly can keep going on this route and maybe someday down the line, we will cause it's fun. And it's great to talk about, but, uh, we got to, we got people who are hungry for values.
Let's give it to them. Uh, I took your online cruise and what I did was. I completely bs it. I was trying to get like the top result, um, just to essentially see like, okay, what would happen if somebody was already had already has a lot of momentum going for them and what exactly you would be able to offer to them.
Um, and then conversely, I also try to be a little bit more truthful and answer all of the questions as low as I can. Zero money, zero experience. Uh, I need help putting on my own pants, like how, like how low I could possibly go. Um, and you had an answer for both of them. Um, you had some, uh, free content, right?
Get people onto the YouTube channel and sign up for some of the courses. Um, but what I found more interesting out of the two was the maximum answer, which is the two comma club answer. So, um, I don't think I've talked to anybody about this. I, I figured out like 10 minutes later, what two comma is because it's the you know, the comma is next to the, uh, the amount of money that you are awarded or not awarded, but you're awarded for making. So, uh, what happens to people who sign up and they already have a lot of momentum going for them.
Peter Pru: [00:08:00] So you mean like, as far as like somebody that already has an e-commerce business that has momentum.
Joseph: [00:08:06] Yeah. And they filled out all the max answers on the quiz.
Peter Pru: [00:08:09] Um, so, sorry, I, sorry. I will come not falling. I apologize. No problem. But like you, what do you mean?
Joseph: [00:08:16] Let's say hypothetically, that I'm someone who went through the quiz and I answered all the questions at max, so I have the highest amount of, um, business going into it.
And then you offer the, uh, the two comma, uh, answer. So that's what I want to know more about.
Peter Pru: [00:08:32] Yeah. So, so, so, you know, we, we offer a lot of different kinds of services and things like that because there, there is you know, at the end of the day, you know, it's, it's tough. Cause our business is going really well.
Why? And this is like deeper answer. Like a lot of people when businesses go and we're all like you're not innovating. Right. People think that they will innovate, but everything was going well, but you're not, you're usually going to innovate when you're in some sort of pain with your business, whether that's, you know, I'm not making the profits that I saw, I can't pay myself as much.
Right. Like that's when that's, when you kind of go through a sink. So. You know, one of the things that we found is a lot of e-commerce business owners that say they're doing well, aren't actually doing it. As well as they should be meaning right at the end of the day. Right. What's the profits. I mean, what's the profits of the business owners.
So our big thing, you know, two comma club is like something ClickFunnels came out that was like the awards right there, that, that they give out where in a million bobs, we have earned award for some to those crystals back there. But, uh, you know, our big thing is, you know, a lot of people are Congress specifically don't understand, you know, direct response marketing.
They don't understand what like a sales funnel is and like how it fits. So that's the first thing. Right. Like if you look at somebody that's already doing well, right. And again, they're doing well. They, again, when most people are doing well, it's like an uphill battle trying to tell them, well, you need a funnel, you need a fall because they're already doing what they're not trying to innovate.
Right. They don't, it's a harder sell. Right. But most people, you know, that, that do want to innovate, you kind of have to show them. Right. So that's where kind of like our funnels come in. So we have, you know, sales funnel specifically for, for, for e-commerce businesses. And then if you already are somebody that's using a sales funnel for your e-commerce business and how do you optimize that even further?
And then we also have something called like a back and, uh, email, uh, email system that we have developed, um, uh, leveraging like the power of kind of like, uh, uh, email marketing. Right? So meaning no automations for non-buyers automations for your existing buyers. No daily emails that get sent out to your list, or a lot of people don't realize that, but like, if you have an email list of your emails and they're not regularly being followed up with like non buyers buyer, but that's like, that's free money.
That is, that is the closest thing to free money that you're going to get. And if you're not using that. Um, that that's key. So the first thing, like, if someone's already doing well, your blood say they're doing 10 grand a month or whatever it is, their business right first. And if you're using Shopify or something like that, right.
Making sure you have some sort of funnel for it. Right. So funnel is designed to capture leads. Email addresses and then try and get them to make that first purchase upsell opportunities, subscription opportunity to get those, get those rebuilds in your business. Um, but then like, what does that look like?
What does that look like for the people that opt in? Or does that look like for the people that, that purchase, right. They all need to have their own journeys mapped out. Right. That's where a lot of people struggle. They don't have these high journeys back out. They, they just throw Shopify stores out their product page.
Okay. I'm making, you know, I spent 20 bucks so far our customer to four, no 40 bucks. I made $5. Like, and they keep thinking that, Oh, I, if I just keep getting more buyers, I'll make more money. When in fact the reality is like, you can optimize what you have a lot better and be able to spend more money on advertising, you know?
Somebody, I consider a mentor of mine, Dan Kennedy. He said it beautifully, right. You can spend the most, so far customer wins, right? Like at the end of the day, like think about it. Imagine this is what I spend most Monday, they do it right. Like, I, I, there's two things I spend most of my day doing, thinking, how can I spend more money than my competition?
How can I spend, you know, uh, you know, on a, let's say a $20 product for somebody to buy, how can I spend, you know, $200 and still be profitable? Right. Look, think about if you 10 extra two extra customer acquisition costs, let's say right now you're breaking even at $20, your Facebook ad 20 bucks, and you can't make any more money.
Right. But what if you actually could spend 40 and their business was profitable? Like that's a game changer. Right. And that's what I'm spending most of my time doing. I'm always thinking like next level, next one. That's what most businesses should be thinking about that like, Oh, what's the next viral product that I can sell.
Right. But you'd look at any business book and tell you, right. They tell you that you don't make money on first-time sales. Most businesses don't make money on first-time sale. So if you are somebody that's profitable on your first time sale, and you're not exploiting that to every advantage that you possibly have.
Right. You are leaving so much money on the table. And then especially if you build, build all these things that we're talking about, the funnel, the back end, email automation, monthly subscription offerings, that's the game changer. Right. Um, and then the second thing I spend most of my time doing is, uh, is, uh, is thinking about what are my customers spending their money on and why aren't I selling that to them?
Or why am I not getting a cut of that money? Right because these little things all start unlocking more income streams in your business, and you want as many as possible. Right? So like my, you know, I look at all of my businesses and I'm seeing how can they compliment each other? Right. That's why I feel I was silly.
I, no reason as many business models can be right. Anybody listen to us as an eCommerce business. There's no reason you shouldn't be doing affiliate marketing. There's no reason you shouldn't be selling the course or digital products to your customers. Like all of these things you have the opportunity to do, right?
You just have to do the research, you know, hire somebody to create the content for you or whatever it is. Or I do it. You can do it yourself, but those are my favorite business models because they also complimentary and they all help somebody that already is making money, make more money, right. Digital products, e-commerce physical products and affiliate marketing.
Joseph: [00:13:58] That's a lot to, uh, to take in. And as you're talking, I took down a few points, but what I actually want to do is jump ahead to something that I wanted to ask you about the digital project, uh, labeling, um, where, and, and this is something that I didn't know, but I'm sorry it's called the PRL. I didn't know about this until I, until I was researching you.
And I think this is something incredible that people have got to know about. I think there was a lot of reluctance to want to make digital prod product, because that's an investment of time, but they don't have to do that. There actually is like, almost like a drop shipping equivalent to it. So can you fill us in on PRL?
Peter Pru: [00:14:31] Yeah. I mean, I've been talking about PLR. I mean, just so everybody knows, like every, I feel like the internet marketing whole world just, it goes through cycles where people think things are new, but they're not PLRs have existed. Like before Shopify even was like business, like before any, like literally PLRs have existed for a long time.
Basically, you can go to my favorite. I don't have no affiliation with this company. I don't know. I totally should get paid by how much I met with them. It's called the PLRSIR.com. I personally think that's the best place to buy plrs. Again, somebody's watching in somewhere else again. I don't know these guys at all.
I just give them a lot of money on, cause I buy a lot of these things. So there you can go on the PLR slurp. Um, and you can, you know, let's say you sell camping. So. Right. You can type in campaign, right? And then it'll do search and it'll give you, you know, maybe not hundred, some niches you'll get onto to fill ours, but other ones you might have three or four different kinds of, uh, PLR, perhaps there at least PLR packs.
They cost a couple bucks, three, four bucks at most. And then when you download them, they basically send you a text file with a ton of articles and e-books are already written. So you might buy a camping one that costs you five 99 inside. There will be, you know, 10 different articles about different topics around camping.
And here's the thing with these PLRs. Um, they will, most of them will come as texts documents, right? They'll just come as plain Jane text documents. Some of them might be repackaged and look a little bit nicer, but most of them will just look very plain boring textbook. And what you can do is either go to fiber or of whatever, give some of these texts and be like, make it look pretty.
Right. Or the easiest thing to say about somebody do is just go to Google, a Google slides, right? Choose a theme or color, and let's take the best pieces and make like a five, you know, just put it and package it nicely. Here's the thing about the Dropbox. A lot of people on e-commerce shop through to understand is it's a hope, it's the same.
Look, marketing is the same, but the packaging has to be premium on these digital products because it can, again, it's people, it's all perceived, right? It's all perceived value. Right? All the information's out there. So when you sell digital products, it's all about a feeling, right? So you can get that textile, send it to your customers is a plain textile and they'll be like, It's just a wall of texts.
Like what the hell, or what am I supposed to do with this or that same information, package it into a nice, you know, 10 page ebook that you make or get somebody to make for you. And it's a whole different feeling, right? It's a, it's an echo. I'm getting a text. I'm like, well, what is this crap? I don't want this.
Right. Versus, you know, a nice PDF guide that just shows you everything very nicely. And then you get back to them, promote your products, right? You can promote affiliate products, you can push them onto your website. So very beneficial. Right? I love PLRs because these are ways that you can differentiate yourself from a lot of people, right?
Like, let's say you sell, you know, e-commerce products right now you're selling like posture correctors or whatever. Right. You can do. I'm always thinking like, how can you like, and especially with any clients we work with, I'm like, well, why should they buy from, instead of going to Amazon or a competent competitor, right?
You have to answer that and your fever. Right. And the easiest way to do that is just bundle more stuff. Right. That is valuable your niche, uh, in your main offer. So your sound posture, correctors, maybe there's some video course that you can get somebody to help you make. You can get some evils from designed from your PLRs and Bumble women for free, right.
With your main offer. Right. Cause then at least you have some differentiating factor, um, to, to, to kinda like work off. Right. Cause you're always looking for where you have to give them a reason to buy from you otherwise, like again, Well, those customers, they get scooped up by Amazon you know.
Joseph: [00:18:05] Yeah. I mean, um, I decided to order a TV for myself, uh, for black Friday new apartment, we don't have one yet.
And I had to force myself not to shop on Amazon. I buy things on Amazon, but I said, I got to support somebody else once in a while. Like I was, so I was so compelled by it, but I'm, uh, I'm an exception in this case because I have a heightened understanding of the. Uh, inner workings of it with all the people that I talked to.
Um, the other thing I want to, I want to touch on too, is the difference between the plain text document versus having it. And to a high quality with the, with the visuals and audio factor. Can people implement audio in this or is it just like?
Peter Pru: [00:18:43] The only reason I say this? Because I feel like e-commerce attracts a lot of people that have never run a business folks.
It's so easy to get started with drop jammy. Anybody you literally can serve her $0 and just like, you know, get a trial or shop buy, or click funnels or whatever. And like you could be in business. And if there's been no better time ever to start, but with that comes a lot of these things that people don't expect.
So audio love it, video. Love it. And here's the thing you need to know what you're talking about. Right? So either educate yourself, go pick up some books, go watch a whole bunch of YouTube videos. You can move it educational, um, you know, educated about it. And this comes down to like the, like these four pillars.
I kind of. You a coined at the concept and the first pillar for any business e-commerce is the niche, right? Like how, like people are out there searching on YouTube. Like, what are the best winning viral products or November, December, that's crazy. Like you're going on a YouTube. And I know this because we release content like this all the time and it gets the most views.
It gets the most engagement. Well, excuse me to think about that, right? Like when you look at a company like a real company, what do they have? Do they have product research departments or do they market research departments? Are they market research departments and market research? That's happening. Right?
So they can see what's the pulse on the market. What are these people buying Brittany doing that? And then they develop it. They've got product development, which then takes all the problems that they've gathered and can create now something that is unique in the marketplace and solve students problems.
So like back mega long, long question, I told you I was going to give it so that answers here. But, uh, uh, when, uh, we do like an audio or something like that, I, I love for you to do that a hundred percent if you, but you got to go into a niche that you actually could talk about. Are you enjoying? That's why my biggest thing is start and things.
It's not something you employ. It doesn't have to be something you're crazy passionate about, but like, Holy hell, like, I can't even imagine waking up every morning to like sound like makeup bosses and stuff. Like everybody wants to be rich and make a whole bunch of money. And like, but they, they need to learn it by themselves that that's not going to actually make you happy.
He will be. I promise you, you will be miserable. With the money and you have to wake up every morning, write emails to people. You have no idea about you have to sell products, you know, nothing about you don't have to, like, everybody wants to find that out. The hard way though, I did to everybody. It's like, you get, it's going to go in one ear out the other for pretty much everybody shouldn't be saying this, but like, look at them.
I want you to have fun. Right. And a lot of people don't have enough fun, like building their businesses, especially you have to have a lot of fun in the beginning because that's where, that's where most people fail at that starting point. And there's going to be a lot of roadblocks and there's a lot of stuff you have to learn.
You gotta, you gotta consume a lot of content, implement a lot of stuff. So it's, it's a lot of stuff that you can, can call it what's which is why a lot of people fail at it. And those the stages. So being involved in what you like will kind of like help you, not, you know, not quit.
Joseph: [00:21:39] One thing I want to touch on there is that, um, from my own freelancing in the last, uh, uh, seven, eight years, It took time for there to be any money involved, but it wasn't like, like you're saying it wasn't just about the money and I don't want it to come across like some, some sappy hallmark card term of, Oh, it just, it's just so fulfilling.
It is, but there are other, tangible ways that you can enrich yourself. I made connections with people. Connections can lead to other connections, which can lead to job opportunities if I were to so ask, um, So people, they would treat me to, to dinner, which meant for a great experience. And there's all these great unique experiences that I would have, but over time made me into a more competent and maybe better at my job too, while I'm at it.
So money is one resource that you can earn, but you can earn other resources too, that all increases.
Peter Pru: [00:22:31] No. Yeah, yeah, absolutely. Like, you know, It's like I said, at the end of the day, it's, it's important in the beginning. And this is, again, going to be another thing that there's a, it's like a continental subject is like, well, it's hard to start a business, you know, if you don't have resources.
Right. And like, because like, again, like back to like the nine to five things, like the people, you know, and all this stuff, but it's difficult, right. Because if it's super stressed out about money and making money, But people ask, well, what's the difference. We have people that go and make 10 grand, the first few months of school.
And I'm telling you, it's like the people aren't super stressed about it. I swear. It's like, if you were super stressed about it, right. I feel like it's a magnet. It just kind of like repels further from me for some reason. Right? It's like the more you want something to come, the further away it gets. So that's why I suggest like always get into something that you aren't doing.
Joseph: [00:23:28] Yeah. And then, um, just from some of the content that I viewed, that one degree of separation, and it's not much of wine, but it is, there is looking into something that you can see yourself being interested in. Maybe not something that you are necessarily already passionate about, but you think, Oh yeah. Okay. I can, I can see myself getting into this. Uh, can you think of anything in particular where it's like, you had that decision where you said, Oh, Yeah. Okay. This one works. This can work for me.
Peter Pru: [00:23:53] No. Yeah. I mean, you know, our first new seven figure business. So it was my, it was my finishing business and you know, that whole thing started was after I lost my Amazon business, that random as products from around the house, like, I wasn't even like selling like anything I cared about whatsoever.
I was like sports and outdoor gear, fitness gear. Like I have a whole bunch of stuff. Um, and I just didn't enjoy it. Right. And I can go off on Amazon all day long, but, um, yeah, I kind of was like, well, how do I create a business that I have full control of? How can I create something that, you know, I'm not just helping Amazon build their business?
How can I have something that, you know, I get to call my own. And that's when I just started thinking, I was like, well, what do I enjoy doing? Like, what did I enjoy doing? Even as a kid that maybe I don't do so much anymore. Again, these are things you should be asking yourself. Like, what did I enjoy doing?
Well, I have any hobbies. Do I have any of this? And that's when I was like, Oh, well I love fishing again. I enjoyed it. I loved building that business. I had a lot of fun giving that, right. Because I was something I already liked doing, I guess what, it forced me to go do it. Right. So it was something where I now could be like, Hey, you know, me going fishing is actually working right thing for you.
Right. So that's like what people, what's the best niches, what are the best matches I personally believe. And I always saw for some sort of hobby. Right. Some sort of hobby because the hobbies are evergreen put most of them for the most part. I've pretty much been around for hundreds of years. Right.
Hobbies. And they're not going in a lot or they're not, they're not going, they're always getting it tough. So that's why I always really strongly suggest if you don't have any hobbies, just go to Wikipedia type in list of hobbies. And there was so many there to choose some really pick anything don't even like, you don't want to waste three weeks trying to figure it out, just pick something, get started, um, and, and, and kind of go from there.
Joseph: [00:25:36] Um, you warned me that you would, uh, uh, he was sick into the season. It's, it's a shame we've only got you for so long. Really.
All right. So let me, let me go through some of the stuff that I wanted to, to bring up. I consider myself at this point, somewhat of a ball work between what, um, people know and don't know having conducted so many interviews so far. And although I don't say it as often as I should, I do encourage my listeners to go through this in chronological order.
I think it's more helpful for my listeners that way. So guys consider that, but you know, do what you gotta do. Um, but you brought up a direct response earlier and this one has not crossed my radar. So can you just touch on this briefly? Like what direct response is and how it, how it's implemented?
Peter Pru: [00:26:23] So look, I personally want direct response.
Marketing has been around pretty much for also since the beginning of marketing. Um, you know, Dan Kennedy's, we kind of, I really that's really the, I learned from a lot of people, but like at the end of the day, like I'm being learned from him, right. Books, his courses, all that stuff. Um, but basically, you know, When you market something, like if you go and look at like a TV and things like that, what are they doing?
Right. A lot of people think, Oh, I'm just advertising just to stay top of mind. I'm doing, but they're not right. They're not doing that. Right. Yes. They can just throw advertising budgets out there and they don't necessarily see a direct return. So what they're doing is of course, to always stay on top of mind, but what they're doing is like they're competing for work.
They're competing for words they're competing for, you know, like when you say soda, right? What you say the word soda, right? What's the first word that most people think of put this is, this is how they can judge, you know, what's top of mind for people, right? So most people will say Coppola, maybe there's some people say, uh, you know, Pepsi, you know, whatever, like all those things, but probably political would be the winner.
Right? So that's why they have to continue to throw money out there without seeing any immediate return. On it. And you could see this, like, if I say laundry detergent, right. Who's going to be tied. Right. Every single person. And that's why those kind of companies advertise like that because they are on such a mess scale that they are the, they have such, their budgets are insane, right.
Because they're where you work. Right. And if you can win a category for a word. Right. Like your business will be around forever. Like that's when you go to Coca-Cola tide and there's words like this, you know, everywhere, right. That are out there. People are competing on it, but honestly, people that are starting a business, bootstrapping businesses, or even like a seven figure business, like you need to, you need to be able to put a dollar in and see, well, how much is that dollar, this money towards.
Right. And that's where direct response comes in. It allows you to advertise. And measure, right? Your marketing efforts a lot better by creating assets for your business, creating buyers for your business, building your list. Right? So like an e-commerce very direct response. Right? Most, I would say most e-commerce businesses, aren't direct response marketing because all they do is they are basically competing just on a product, right.
They're just like, Oh, here is my product catalog, come and find and pick something. Great direct response marketing is much more product, not product problem focused. Problem solution focus showing customers well here, Hey, are, do you have this problem, XYZ, whatever. Here's how to fix it. And this is why he comes owners.
They need to do this because they, you gotta, you gotta focus on the problems that your product solves, right? And not just giving people a ton of broad things that your product can do. So for example, like if you're selling, you know, fishing boats, right? Like what's the real result people want, right. Catch more fish, bigger, better, whatever it might be.
Right. So that's how you want to market it. Right? And then as your marketing is one thing you want to just tell them, Hey, what's the best one thing. Oh, this fishing, like, this is the one that's going to get you. This result all of this stuff, right. That you want, right. You want to catch already. Do you want to get more likes on your Instagram when you share it?
Right? This is the one, not it catalog of all of these different ones, right? Because people all want to be told what's the best way to go look at restaurants. Right? What does every restaurant do? It's 80 20 rule, right? They make highly bestseller bestseller, or little star, you know, customer favorite customer favorite 80% of that restaurant sales come from those handful of products and, you know, thousands of them.
Right. Same exact thing that you want to be doing in your business. Yes. One customers have options. That's what Shopify is for. But customers, people that have money already in one, a place to go browse around and buy more stuff. Right. But with your, when you're direct response marketing, right? Those are people that haven't heard from you before.
They don't like you trust you anything. They have no idea of your existence, right? So when you market to these people, you can't just send them to a store that you would send customers to who already know, like, and trust you. And they can browse around and buy whatever they want. With cold traffic, you need to be able to, you know, capture their attention, right.
Agitating their problem, show them what their problem is, and then showing, Hey, this is the product I've created. Some support. Right. And you do that by using a SAS, right? A sales funnel is set up properly where it's like, Hey, it's email capture, page, landing page, right. Leaning to actually getting them to buy right away.
And then, you know, really, you know, getting them to spend more money with your upsells and your lifetime value with your, with your monthly subscription.
Joseph: [00:30:48] One, one quick thing about, um, about funnels is that if it's possible to split test funnels, because I would imagine you would need two different domains or I'm not really sure how it works.
Is it possible to split this?
Peter Pru: [00:31:00] Ecommerceempirebuilders.com? Right. One final thing go to slash one-on-one as slash funnel to I funnel three, whatever the product name, whatever.
Joseph: [00:31:08] Oh, okay, cool. Yeah. I was just wondering if you would have to just rely on like the main part of the domain, but that checks out how yeah.
Your, your proficiency with ClickFunnels, um, cannot be understated. Um, and then I think once people get a visual for you they'll they'll, they'll see what I mean.
Peter Pru: [00:31:21] I think it comes with, it comes with I'm outside. It's comes with like mastery, right. And I'm not tooting our own work, but like our entire team here.
All they do every single day. That's what we talk about all day. That's what we do all day, because we love it. That's what we do. And that's what you have to be or whatever it is that you're in inches. Right. You have to be, you have to be obsessed with the market at the end of the day. It's, it's one thing to be passionate about the niche, but we all know people that have been passionate about this niche, but they don't know how to market it.
Right. So, so the funnels and all that, the marketing, right? Those are the mechanisms that is where you need to be good at that. And then also good at whatever it is that you're selling to.
Joseph: [00:31:59] Um, one of the things I wanted to ask you about, cause I, I read your, your Forbes article is that your development process for funnels was also intense to say the least you went through over 50 different variations of it until you found one that was a converting. I do want expanding on this process for us. Like how, like your testing process and what you found was working.
Peter Pru: [00:32:18] Right. I was in a mastermind. This was probably six years ago and it was all just Amazon sellers.
And at that time, a company came and was doing a demo to our mastermind, probably 15 of us in there at this call. And it was ClickFunnels. They were just coming out. They were just going around showing demos and getting people to sign up in their food or their health. And that's where I first learned about direct response marketing and how these funnels work and operate for a business owner.
Right. And, uh, at that time, I wasn't really wanting like kind of, you know, my, at my businesses where I'm running my Amazon business. So it's kind of dabbled in a few different kinds of news. Um, but that's where I started this, like finding random products and putting them into these funnels and trying to make them work.
And I was like, why can't I make this work? But I was sounding like we didn't ask, uh, uh, what were they? They were, uh, you know, the soccer mom stickers or you could, they put them on the. For minivans. And like, it's like, kids are like, I'm selling fabulous. I don't know anything about anything about that stuff.
And that's when I started kind of getting into like, Oh, well, what am I do something I actually enjoy and then make a long search for up in there. But, uh, uh, yeah, that's where I was just trying every single product spending a whole bunch of money, just not even on an advertisement, just an education, because it was so RN for me.
Right. It was such a foreign topic to manage. It's interesting because. Probably like nine years ago. Right. When I was, you know, in my Amazon business, um, response marketing, I was, I was reading Dan Kennedy or I was reading. All right. What do you mean click from you? It's weird. Look, I will still look at some of those books that I have from Dan Kennedy.
I was like, how did I read this back? I don't know, I didn't do, I didn't understand it at all, but it wasn't until I really like was like, okay, here's how far away they made it so easy. Obviously football's back back nine years ago, making a follow with very difficult. That's why I couldn't wrap my head around it properly.
Um, but you know, um, it's just interesting. It's interesting to look back. Like I was sunny spot sparking, but I wasn't like actually implementing it or really, really understood it. And like I said, I think a majority of my funnel failures. Um, but we're just, I'm just trying to sell you products. It's like random products that I didn't really understand the target.
Joseph: [00:34:36] Yeah. I, I think too, uh, that there's a sinking in process where things do take time and they have to be integrated into the brain. There needs to be application for it. So, uh, that checks, I, there was still stuff from college that I did to this day. Oh my God. Now I understand. So it happens. Uh, the other part of the funnel that I wanted to ask you about, and this is more a granular.
It's regarding the, the idea that a funnel can have too many steps. And so traffic that is warm when it gets there, ends up cooling off by the time that they've reached the checkout. So, uh, people can just get the full scope of it on the video, but can you give us a rundown of it here?
Peter Pru: [00:35:13] For example, with the Shopify, as for most Shopify stores, it takes about seven clicks before somebody buys them.
Right. And that's a funnel, right? Like if it's a good funnel, that's a funnel. Like they have to click the ad. They have to click, add to cart. They have to then click on the cart page. Then they have to click, you know, proceed to checkout or whatever that thing is. Then they have to enter their shipping address.
Then they're billing it sort of. So it's always like six or seven clicks before they click the. Complete order button, you know, with a funnel and that's a funnel, right? Because a funnel is, it's like a funnel, right? Like a thousand coming in and then like two or three come out or whatever it is right at the bottom.
And with the way we set up our funnels, like within two clicks, right? So Facebook ad landing page with a two step order form, they fill that out and then they have that. They can put it in their billing. Right now, if that's a short funnel, right. That's a very short funnel right there. And that's why you'll see conversion rates typically want a funnel order form for her is like 10%.
Right. And then compared to a Shopify store, typically on average, I have somebody like have 10% or I, but again, for the most part, most people have around, you know, one, 1% conversion rate and max 2% average Shopify,
Joseph: [00:36:34] I'm going to, I'm going to shift gears. Not too drastically. Um, but somewhat drastically here, because this is one that I wanted to make sure that I asked you about, um, you're you, whenever videos is a, you talk about your, your, your fishing lure it's, uh, even what you did was you combine two different products together.
Uh, there's the frog, which is the alerts. I don't know if it's plastic, I'm not sure what material it is. And then there's a spinner piece, which I guess is also like. It's attractive to fish yet. How would you, did was you contacted your supplier to try to combine these two now, I suppose that there's limitations to like how much craftsmen, like how much originality, like how much products can be manufactured from that side.
But I didn't think there was any, I thought that suppliers, they have their product and either you sell it or you don't, or you find somebody else that has it. So, uh, how did you, uh, can you go through that for us? Like how you actually to kind of make the product yourself?
Peter Pru: [00:37:25] Yeah, let's do like AliExpress.
You're not going to be able to con change around right now. Express just step one of a very, very big pot. Um, so Allen express, obviously products are kind of the way they are. You can't really do much about it, right? But after you find some winners and you're making money, you shouldn't be dropping rally expressing Riley.
You should be moving into your fulfillment centers at that point. Okay. That's that's, that's where you can take back control and make part of development. Um, so usually you can find the suppliers on Alibaba. Obviously I had been in relationship with my supplier already at that point. Um, that I use. So, you know, to me, I already knew that that product is selling well.
Cause I saw somebody had something similar that really popped off because, and again, this, I kept a pulse on my house and all the Facebook posts on all the influencers and this product, you can not buy it anywhere, literally anywhere it was not available to buy. Right. But I, and people were paying way premium for it too.
At the time it's still the sound product, but it's just not as crazy. Um, I basically took a picture of it. I showed my supplier. Right. Most of these things are made in China to begin with. They're like, yeah, I can definitely, right now you could easily drop ship this part, but it's basically like, you can, you can even find it on Ali express now it's, it's about adoption.
But back then, you know, you know, product molding can be expensive, right? If you have a lot of changes, Right. But the thing is like a lot of these suppliers aren't put to do that. If you're working with a supplier that like, uh, you know, only work with visual, I've only worked with this. Like they can do these industry.
That's why I encourage, like, get your, get your kind of like product business up and running because then you can meet all these changes that you, maybe there's always this one complaint about this one product that you like, people just want you. Right. And if you, you can do, maybe you can't do that right away when you're doing AliExpress, but will you make like an inventory purchase?
You can make those changes right. In on the product. That's where it really started reading customer loyalty and really further differentiate yourself from your competition.
Joseph: [00:39:21] So the one part of that, I just wanted to make sure I heard, right. So basically you had created this because there was very, very, very little availability. People had to pay an arm and a leg for it, but then it.
Peter Pru: [00:39:33] They're from all this, you know, bass pro shops.
Joseph: [00:39:37] But, uh, um, maybe not entirely, but largely due to your actions now it's, it's all over. And now other people have made YouTube videos about that being the winning product. And now they're trying to.
Peter Pru: [00:39:48] Yeah. I mean that product, you know, like I said, that was a great, I made a lot of money with that product back then.
I mean, a lot of, I mean, well over six figures, just on that one, just that one product alone. Um, but yeah, it's like anything, like in the, at least in, in that niche fishing, like once one, one guy makes it and like all the other peoples are seeing that it's selling all, like everybody starts slapping their brand on it and there's the, it might not work like that but fishing is.
Joseph: [00:40:16] Uh, and it's also important to, and guys, this is a really key takeaway is how invested, uh, Peter is in the community as well. Let's listen to what he's saying. He's following the influencer. He's he's part of the Facebook. He made it he's he enjoys it too. It's it is a way to take a part of yourself and enhance that and share that with other people and builds a greater, uh, net for others.
So that's an important point. I just want to say it again, cause it needs to be, uh, it needs to be hammered home. We don't have it for very much longer. Um, so yeah. At the risk of like opening up a huge can of worms and doing something that can take 10, 15 minutes. Um, I here's, here's what I want. Yeah.
I'll ask you about, cause I'm a bit of like a, a supplement guy. I like supplements. I have a sleep pill. I have an ordinance, same one for like the last two years. And. So far it's scores like 99 successes. One time didn't work, but I had three slices of pizza before bed. So it was totally my fault. Anyways can you tell me about your, um, sorry, I spaced the name.
Peter Pru: [00:41:10] Untapped, so you can learn about, right. So I basically developed a product called tech service. Now you can go get all the nutrition labels and all that stuff. You know, my big thing was. Uh, a few years ago, I was just taking pretty workouts.
I was mixing different kinds of supplements into one, and I just have this business mindset all the time where I'm like, and I always think about, I don't know why, but I'm like, why am I buying this from somebody else? Why don't I just make my own. That's what I did. Right. So I basically had these three supplements.
I love taking, there was a mixture of probates and like pre-workout, I worked with a local local supplier, right. They had like the, the mad scientist and all the, all the stuff in the regulations that you have to get through. And they were able to look at these three supplements, take all the key ingredients out of, out of that.
You could find all the ingredients, all the science behind them, all of that, because if you want to, um, And develop me a product and it wasn't like it was a, it was not as easy as I'm making it mean by the word over a year, just to develop, um, what they were able to create me a product that basically was a three in one solution to all the products that right.
Um, so that, that's kind of like where, where that came from.
Joseph: [00:42:22] Yeah. And then, um, one thing I'm learning about it because I'm not going to lie. There's a part of me that wants to try it out for myself. But one of the things that always put me off with these, um, uh, with the, with the powders is that I feel like as effective as it is, I'm going to like burn through it in the course of a week.
And then, Oh, now, now I'm hooked. Now I'm going to be ordering these things. I pretty frequently. So how would you rate the, um, uh, the density of it compared to other ones? Like how much scopes get you going?
Peter Pru: [00:42:50] I always prefer powder just because I, you can regulate how much you actually take on. There is a little bit of caffeine in ours.
It's not like pumping like tons of bathroom like others are, but, uh, you can, I personally prefer that just because you can regular, you can, if you want to do two scoops, we want whatever, whatever it is. Um, you know, I personally take it and I've been taking it for the past year and a half now for every single morning.
Every single morning. I've literally, there has not been a morning. I haven't taken every single day. And again, it comes to that place where it's like, Oh, I wanted to start a business where I don't care if it fails. I don't care because I've created something that height. And when you do that, right, your marketing better, your, you just worked better because you're not chasing like, Oh, I need this to work.
Right. Create stuff that you actually yourself use in our product.
Joseph: [00:43:37] Fantastic. Yeah. And one other thing that I mentioned too, is if you want to see a final inaction, um, you will see a Peter's, um, insight into how funnels can be effective with the Untapped product. So that'd be a good way to study up on how funnels can, could be effective.
All right. So we're, we're down to like the last couple of minutes here, then I've got to let you go. Um, so this one, I think this is a good one to end off on, um, from your Instagram. This is not the whole quote, but enough to get my question. Um, building a business can be extremely fulfilling. Uh, you'll discover strengths that you never knew you had and also overcome obstacles.
You never thought you'd face. So the question I pose to you is what strengths did you discover throughout those?
Peter Pru: [00:44:16] Oh man, like, you know, I look at it over again, like 12, 13 years now. Like the mindset shift that happened from like, you know, just trying to make some money from affiliate marketing to now running a business has like 40 plus people.
Right. Um, cause like, you know, when I was first starting, it was, it was, it wasn't fun. Right. But like, eventually that fun is going to turn into something bigger than you, if you stick with it long enough. But there's kind of like where we're at right now. And like, for me, like big, like big thing, I say that I've been saying this for a long time.
It's like, you know, I will never fail. Right. It's impossible for me to fail. It's impossible for my team to fail because, you know, we hit this one thing. And that most people won't, and that is showing up every single day. Right? Like whether I'm tired, I'm sick, I'm having a bad day. You know, I will show up every single day because I no longer do it for myself.
Right. Like, I don't exactly. I need it. That's a thousand bucks a month. Like, I truly don't like at all, it's not a hundred percent, but I'm doing this for other people now. Right. I got 30 people that will allow me if I decide to, Oh, I'm sick today. I don't feel like I'm having a bad day. Like, I'm not just impacting myself.
Right. I can call it quits right now. Probably live the rest of my life. Pretty, pretty felt comfortable, but I'm not doing that. Right. Because again, I come from that place in entrepreneurship, right? Like you're going to come to a district decision one day. And that's why I say like dealing with the stress of entrepreneurship, most people aren't cut out for it.
Right. That's why I say just do it as a sidebar. So, and then you can decide because it will snowball. If you put enough effort into it, it will grow faster than you expect. And then you will have to hire other people and then your responsibility shift. Right. It's it's now more so than just you and your family.
Right. You've got other, other people's family. We're trusting other people. Right. And, and that's where, you know, my mindset shift totally. Right. I, I came from the place of, you know, researching and doing that. I don't. But mine doesn't feel like doing, like, I'm not doing a lot of stuff everyday. Like I'm making decisions every single day.
Right? Like, you know, that that's, that's what, you know, and, and again, it's like you change or you change, like in the beginning, you're doing everything by yourself. And then you're, you're going into this place where you have to, like, on other people, trust other people, um, with, with what you've created.
Right. Um, and, and that's, that's been, for me, that's been like the biggest, the biggest.
Joseph: [00:46:33] People are depending on you, not just for work, but also because they depend on what you make and what'd you give them. That was amazing. You know, actually, um, one of the things I just want you to touch on a very tiny, because I know you're part of the dropshipping council, and if I don't ask you this and I don't get to complete the set.
So, uh, how did you, uh, how did you get involved in the council?
Peter Pru: [00:46:50] So I was invited to it. It's just that easy. We, we, I was invited to it, I think as a, as a, as a founding member, Um, originally and, uh, you guys can learn more by, but I think it's structured in Trump's response proposal, that comment with that regimen, um, you know, you have to be making a hundred thousand dollars a month.
I don't know if that restriction is necessarily still there or not. Maybe, you know, again, um, you know, I, uh, I personally liked it because, you know, we were able to meet up at least once in a while. Like we recently came out of Q4. A few form of video with myself and two other guys that are, that are pretty big in the pharma space and just delivering more value to give to the community.
We were basically, it was an hour long mastermind call and just talking about all the things happening, Q4 and things like that. So it tends to be part of a, they like that. I encourage them, whatever step of the process you're in, like find something that you can, people that are on the same path as you, as well as.
Joseph: [00:47:51] Terrific. Well, uh, thank you for the concise answer. I know I kinda deceived you a little bit there, but I swear I, I I'm, I'm obsessed with fitting, shitting the set. All right. So, uh, that's all the time we've got Peter. I want to thank you very much for your time and your value and your insight. Uh, I look forward to talking to you again, and so, uh, hopefully we'll be able to set that up, uh, down the line.
Peter Pru: [00:48:10] Absolutely. Absolutely. I hope I said some insight for everybody.
Joseph: [00:48:13] I think so. And, uh, last but not least. How do people reach out to you?
Peter Pru: [00:48:17] Um, literally you know, YouTube e-commerce empire builders. You can check us out there or the Steve commerce, empire builders, um, Peterpru.com in particular. Okay.
Joseph: [00:48:27] Terrific. All right, everybody, uh, hope you guys, uh, take care, stay safe and we'll check in soon.
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