Welcome to the Join Up Dots business coaching podcast with Josh London
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Introducing Josh London
Josh London is todays guest is a man who has been helping clients from varied industries get their businesses to the top of search engines for quite awhile.
With an eye for design, strategy, and incredible expertise, together with his team they will create a marketing campaign that is perfect for your business.
But this is a strange one, or it seems from the outside, but in perfect Join Up Dots fashion I’m sure we will be able to make sense of it by the end of the show.
Born and raised in San Diego, at a young age he received a magic kit as a present, and after quickly learning every trick he could, he started charging neighbourhood kids to see his magic shows.
Throughout high school he would routinely perform at private parties and corporate events on the weekend then go to school during the week.
How The Dots Joined Up For Josh
He realized that people will pay top dollar for quality entertainment, and so two magic companies as a way to offer his magic services to the public were born.
But to be honest even before we have brought the guy onto the show, you can see that to become either an entrepreneur or a magician means that you have to get used to failure.
It takes years to be able to master either of the professions.
It’s that stick-ability that helps you get to the top, and most importantly keeps you there?
So has he always been able and willing to flex his old hustle muscle and get out and about to make things happen?
And would he ever have the desire to end up the new David Copperfield and have a three year residency in Vegas?
Well let’s find out as we bring onto the show to start joining up dots with the one and only Mr Josh London.
During the show we discussed such weighty topics with Josh such as:
What makes a great magic trick is the technical aspect combined with the performance of the act. One doesn’t operate without the other, but do both right it is literally magic.
He shares why he truly loves not knowing anything about a subject, but then studying harder than anyone he knows to become an expert in that knowledge gap.
How you can set up a website to teach any subjects that you want, and literally create a global income that will continue to pay out whilst you sleep or play.
How any couch that you buy, can end up being the greatest couch you have bought once it becomes comfortable to you. You have moved to the next stage of your life which is a great metaphor for life.
How he once did an amazing magic trick with a dove, where he threw the bird up into a spinning ceiling fan and stood in a shower of feathers holding a bald bird.
How To Connect With Josh London
You can also check our extensive podcast archive by clicking here – enjoy
Audio Transcription Of Josh London Interview
David Ralph [0:00]
Today’s show is brought to you by podcasters mastery.com, the premier online community teaching you to podcast like a pro. Check us out now at podcasters mastery.com.
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream and end up settling. join up dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK. David Ralph.
David Ralph [0:38]
Yes, hello, everybody. Welcome to join up dots. This is Episode 339. And I almost just knocked my coffee over just as we’re starting. So it’s not a good start to the show. But I’m sure Today’s guest is gonna gonna push me through to the to the finish because he’s a man with no strings to ease pose it’s gonna be a fascinating one this because I really don’t know where I’m going to go with the conversation. And that normally makes it a lot better as a show. So he is a man who’s been helping clients from varied industries get their businesses to the top of search engines for quite a while with an eye for design, strategy, and incredible expertise together with his team, he’ll create a marketing campaign that is perfect for your business. Now, but this is a strange one always seems from the outside but in perfect join up dots fashion, I’m sure we’ll be able to make sense of it by the end of the show. Born and raised in the sunny San Diego, California, a young age he received the magic kit as a present and after quickly learning every trick he could. He started charging neighborhood kids to see his magic shows. Now throughout high school he would routinely perform at private parties and corporate events on the weekend. And bingo to school during the week, he realized that people will pay top dollar for quality entertainment. And so to magic companies as a way to offer these magic services to the public. We’re bone. But to be honest, even before we bought the grounds for the show, you can see that to become either an entrepreneur or magician means that you’ve got to get used to failure. It takes years to be able to master either of the professions. I suppose it’s at stickability that helps you get to the top and most importantly keeps you there. So as he always been able and willing to flex these old hustle muscle and get out and about and make things happen. And what do you ever have the desire to end up as the new David Copperfield and have a three year residency in Vegas? Or does he like his life too much in San Diego’s? Well let’s find out as we bring on to the show to start joining up with the one and only Mr. Josh London. How are you Josh?
Josh London [2:32]
I’m doing great. Thank you, David for having me. I really appreciate it
David Ralph [2:37]
is a lovely to have you on the show. I’m feeling all inspired because I’ll be honest, we’ve got something in common when I was a kid and I i actually totally forgot this until I was reading that introduction. I had a magic set. There was an English comedic magician. And he was a kind of comedian. And he was very big in the 80s and the 70s in England called Paul Daniels. Now, I don’t know maybe that’ll help. I know. Daniels Well, here he was my hero. And I used to come and see a lot of these sort of shows and stuff. And me and my mate probably had about five tricks that we could do. And I won’t I won’t share what they are. But they had mirrors in both. So it was very, very big technique. And we would have magic Arno’s. And we used to wear white shirts and do magic tricks and stuff. And honestly, until I was reading that, I totally forgotten that I was part of a magic troupe. And I think we did about three shows managed to get through by the skin of our teeth, and we retired. So um, there we go. Got something in common right at the beginning?
Josh London [3:38]
Well, we’re gonna have to go back and get your sequence shirt out of the closet and put it on and do some card tricks. When we’re done here. I still wear that.
David Ralph [3:45]
That’s just, that’s just my outfit sequence all the way through. So what we’re going to start off with magic, because he is fascinating to me, because there’s two things that I’m always fascinated by people that can do magic tricks and people that can do really good impressions, and sober to just kind of wow me because it is practice, isn’t it, you can’t learn something overnight. And to be able to do it really, really well is a kind of benchmark to everything, whether you’re an entrepreneur, businessman, or what ever we will you naturally talented at the tricks or did you just go through it time and time and time again until it stuck?
Josh London [4:25]
You know, there there are two parts to every magic trick. There’s the technical aspect of learning the basics of the trick. And then there’s the presentation. When I was five years old, my mom got me a magic kit. And I learned all the tricks in there. And I was horrible, because I didn’t have the presentation that I have now. And all the magic that I learned now is stuff that I’ve been doing for years, like 10 plus years, on stages all across America, for corporate audiences and everything. So it, it wasn’t that I was always talented at it, I worked really hard at the technical part. Then once you get the technical part down, you go and you rehearse the presentation at open mic nights, stages, wherever you can get time in front of an audience. So there’s really two parts to it. And they’re both equally important. But you spend most of your time perfecting the presentation. And you’ll you’ll start to find that you add one single line or a look at an audience member. And it gets that extra laugh. And that’s what’s most important is like a comedian, you want as many laughs per minute if you’re doing comedy magic, like I am for corporate shows. So I focus more on the presentation now. Whereas before when I first started the the technical aspect was was way more important than the presentation.
David Ralph [5:56]
But he did you like the kind of the big magicians in bikers the sort of flamboyant ones, or do you like and I don’t know if America has this, but we seem to have quite a few magicians on TV, but do it in the street. And we’ve got a man called Dynamo, who does like these amazing of beings. And did you know Dynamo?
Josh London [6:15]
Oh, yeah, I know. I think actually, the English magicians are way better than the American magicians. The American magicians here on TV, they’re doing the same old crap that David Blaine did 1015 years ago. The English magicians like Derren Brown, I mean, my God, if you know Derren Brown, he is fantastic. His stage show is amazing. And Dynamo is great, and they’re all doing amazing stuff for the art of magic. And they’re bringing awareness back just like Paul Daniels did years ago in the 70s and 80s. They’re making magic cool again. And I think that’s fantastic. As for liking the big stage illusions, I, I can appreciate them. But if I see a big box illusion, and a girl goes inside it, she’s either gonna disappear, there’s going to be another one or she’s going to get cut in half. And you pretty much know where she’s going to come from. But with the close up magic, and even the, the stand up stage magic that I do for corporate events on a platform, I mean, that’s amazing stuff where I have someone, I borrow their ring, and I borrow three or four other finger rings, and I link them all together. And it’s inches away from your eyes. And it’s projected on a giant projector right behind me. And you can see all around me and it’s very fair, you know, that’s amazing stuff that you just don’t get with those big box illusions.
David Ralph [7:53]
And then do you when you’re watching somebody like Dynamo or Devon brown or any of the comedians. You kind of sit there going, why Okay, I can see what he’s doing and or do you just lose yourself like all the rest of us do?
Josh London [8:07]
Well, Dynamo uses a lot of video editing, know, you’re
Unknown Speaker [8:14]
ruining it. He does it all I know, I’m sorry.
Josh London [8:18]
Some of it. Yeah, I mean, there, there’s parts where it’s edited and parts where it’s not. But Derren Brown, everything that guy does, you could see in his stage show, and his most amazing stuff is on his stage show, you can check out the YouTube videos online.
David Ralph [8:35]
So So where does it all start building a business around this, because I imagine is going to be people that are listening to this. And their their kids are into magic. And they might be listening to you. Talking about success talking about going across America doing all these shows, and thinking, God if I can only encourage Jimmy to really focus on these magic instead of experts. He’s going to be salted. Is it easy? Or is it as hard or probably even harder than anything that you’ve done in the business world
Josh London [9:09]
is incredibly hard. And and it’s mostly hard because it’s different than selling a product. I I’ve always said that. magicians and entertainers, comedians, we sell an experience. And that’s the most difficult thing to sell in the world. We’re not selling a hair removal product, we’re not selling a pen, I mean, a pen would be way easier to sell than a magic show. We are trying to get people to part with their money. And by entertainment, we have to create an environment for these events. Whether it’s a kid’s birthday party or a Cub Scout show, or big corporate event, you’re still buying an experience. And you’re coming repeating with other experiences out there like a juggler, a clown, mine, whoever. And that’s the hardest part is the selling the marketing is the hardest part. So when I first started, I had to learn all the technical aspects you you first learn all the technical parts of a magic trick, then you put your show together, and then you rehearse your show. And then you try and sell your show. And when I was 16, I got my first show with Sony. I got lucky, my dad worked at Sony. So they hired me for their holiday thing. I got paid a couple hundred bucks. I thought it was amazing that someone would pay me to do card tricks. And
David Ralph [10:42]
if you didn’t bring out dogs and rabbits and all that kind of stuff, it was just cards was no,
Josh London [10:46]
no, I have some funny stories about dogs. But
David Ralph [10:51]
funny stories always good.
Josh London [10:53]
Okay. Well, the PETA people might not like this. But one time I was working with dubs, and I had big cathedral ceilings, it was August here in San Diego, so it was pretty hot out. And the way you train does, you have them fly out, and then they make a loop and come back to you. And you do that over and over and over again. And that’s how you get the effect of them turning in from a white ball into a dove they fly out and come back to you and land on your finger. Well, this one time, I was working with him in August, and it was really hot. And I decided to turn on my ceiling fan. And this was not a good idea at all. I was probably 12 or 13 years old. And this dove I mean, dogs are not very smart. They have little tiny brains, he decided to fly up and into the ceiling fan and like a shot of confetti from the ceiling. white feathers fell down. He was okay. He was alive. He didn’t die or anything. He was just very, very bald. And people think he was part of
David Ralph [11:57]
Josh London [11:59]
Oh, that that was just rehearsal. He didn’t even get into the act.
David Ralph [12:03]
that that would be YouTube gold wouldn’t be it would go viral.
Josh London [12:10]
It would have gone viral probably.
David Ralph [12:13]
So So where does one come to the other went with the technical aspect. And the performance. Can somebody get by with more performance man technique, or does technique is that the benchmark of everything.
Josh London [12:27]
With magic, it’s it’s pretty hand in hand. Now you’ll have, you know, unfortunately to say Dynamo, I think he has more more presentation than technique. He has his advisors around him who are way more technical than he is. But he has that that that emotional spark that connectivity and relationship with the audience with the people in front of them and with the people watching him. So I don’t really know, which is more better than the other. I think they’re both incredibly important. But I would say get your technique down first, and then work on the presentation and presentation is everything. That’s where you’re going to make your videos from your promo video is going to come from there, the audience reaction is going to come from there, your social media proof is going to come from there, you’re going to build the word of mouth. That’s how you’re going to get the repeat bookings. There are magicians in the world who just focus on technique and just create magic. And they aren’t the most entertaining people in the world. They’re they’re kind of boring. And they’re magicians for magicians, and I appreciate that part as well. So it all It all depends on what area you want to go to when we’re talking about magic, if you want to be a performer on a stage getting paid for it, or if you want to create magic, and sell ebooks and lecture notes and videos for other magicians was torn.
David Ralph [14:01]
Because it is it’s the synergy of magic and business. You can’t pull one away from the other. The fact that with the performance, you’re creating your branding, you’re creating what people know for you, and your technical aspect. You’re building your knowledge base. And that’s what makes a successful business which you’ve gone on to demonstrate in other areas, obviously, with SEO and, and marketing and all that kind of stuff. Can you see that one has naturally built on to the other?
Josh London [14:28]
Oh, I definitely see it. And I see it about 15 years ago, and as early as one year ago, when I first started to do magic, I was 16 when I’m really trying to do magic and book shows and make money. I was 16 I got that corporate show from Sony. I thought man, this is great. How do I get more of these. So the internet was still pretty new in its infancy stage. And I built a website with Go Daddy Go Daddy tonight, I remember the name of it. And it was website tonight or something just a basic, simple website. And I built it by myself, I had to learn how to do it. I had to learn that when people land on a website for a magician, they don’t want to read pages and pages a copy. They want to see what their guests are going to experience. They want to see what you’re like they want to experience your show. And if you have pages a copy and boring pictures and headshots of you with a dove on a fan of cards, that’s not going to sell, but they want to see themselves in your pictures and in your video. So I had to learn how to convey that at 15 1617 years old. And then I I did magic forever. And I got so burned out. I’m 30 years old now. And I got burned out from doing magic, I would wake up in a hotel room, and I had no idea what city I was in. I had to check my airplane ticket to see what city I was in. So
David Ralph [16:12]
that night doesn’t mean that.
Josh London [16:14]
Yeah, but when you’re all alone by yourself, it’s pretty sad.
Unknown Speaker [16:20]
It’s It’s pathetic.
Josh London [16:23]
So I got burned out. And I decided that I wanted to learn how to help people. So I became a paramedic. And when I was a paramedic, I loved it. And I got out of that couple years ago, about six, seven years ago. And I decided to do magic again. When I decided to do magic again, I had to rebuild my website because everything changed online. And there was this thing called SEO. And I had no idea how to do it. I had no idea how to get shows. And I was at the very bottom of Google for my keywords. And I learned all by myself had to do Google AdWords, I lost over 1500 dollars in a two week period. So I had to learn how to redo it and do it right. I had to learn SEO, I had to learn conversion rate optimization. And it just built on itself. And now if you go to Google and you put in San Diego magician, I come up on the first page of Google for any one of my websites, four to five times. And that’s astounding without any ads. I’m on the first page of Google four to four to five times for any one of my websites. So that’s that’s kind of where it’s taken me is. You can’t help but to land on my website. If you’re looking for a magician in San Diego,
David Ralph [17:48]
and with the greatness of Spain. Oh, there’s loads of magicians in San Diego.
Josh London [17:55]
Yeah, there’s about I’d say seven to 10.
David Ralph [17:58]
Oh, wow. Okay, so you want to Wilbon?
Josh London [18:01]
Yeah, we are really, really good. And you know, what they they all know how to do SEO, they all know how to do pay per click, but I get up two hours earlier than them every morning. And I learned more than them. And that’s why I’m in front of them. I think I try and put more time and effort into it. And I’m willing to do the hard things to get to where I’m at.
David Ralph [18:25]
So so when you was a paramedic? Did you ever have the urge to lay them down on the bed and just make them float or anything? Did you did you try to open their shirt and then pull out a rabbit or anything?
Josh London [18:37]
You know, I it really helped me being you know, knowing magic and being a paramedic, because we would get calls with children. And, you know, children are so scared of what’s going on in an ambulance, and everyone’s moving around really quick, and you’re pushing medication into them. And you’re starting IVF and you’re doing all this stuff and to take a moment and to connect with a child held and to show him a quick magic trick. And to reassure them that it’s okay, and you’re going to be fine. You’re in good hands. You know that that’s important. And I don’t think that a lot of people take the time to convey to children that it’s going to be okay, and you’re going to be fine. And that really helped me out when I was a paramedic?
David Ralph [19:25]
Yeah, well, I’m struggling to sort of grasp here is you you’re 30. And you started when you were 16. And you did the magic until you were burnt out. And then you become a paramedic. Well how long was training for that? Because you seem to squeeze a hell of a lot into 15 years.
Josh London [19:41]
Yeah, yeah. training for paramedic school was about I think it was four to six months, I think probably closer to six months,
Unknown Speaker [19:49]
I was the only eight and
Josh London [19:51]
yeah, that’s all it is. And then you first have to become an EMT, then you become a paramedic. an EMT is just basic stuff, parents, medics are able to push drugs, EMT can’t, at least in California, here in the US. And then you get a job as a paramedic, you start working pretty much right out of the school. It’s a it’s a technical school. It’s not like a university, I’ve actually dropped out of four different universities throughout my life and figured out school and colleges. And for me, I can make my own money my own way. But yeah,
David Ralph [20:28]
but but you you like to study, don’t you the fact that, you know, you’re willing to get up and put the extra hours in, you’re willing to build up your knowledge base. That’s the key thing about you. It may not be education, from a study place, like a university or college, but you like education, don’t you?
Josh London [20:48]
I really do. I like self education. I’m I’m self taught on everything. And I love not knowing a subject and figuring out as much as I can about it and becoming an expert about it. One thing that I’m learning right now that I have no idea about is YouTube marketing, Video Marketing on YouTube. It’s, it’s amazing. And I just found out the other day listening to another podcast that if you create a 32nd video, and you put it on YouTube, in front of the main video that people are wanting to watch, if they don’t click on your video, you don’t get charged, and they have to watch the full 30 seconds of your video, then click through then you get charged. That’s amazing. And I’m learning about it more and more and more. And then I’m going to take that knowledge, create a plan in this strategy, and make it useful for my clients for myself. And it’s going to be amazing.
David Ralph [21:54]
But let’s play some words now that really will move us seamlessly on to the next part of the show, because the dead set impression, but he’s coming out in the words that you are talking. And I think these words demonstrate that quite well. This is Jim Carrey,
Jim Carrey [22:10]
my father could have been a great comedian, but he didn’t believe that that was possible for him. And so he made a conservative choice. Instead, he got a safe job as an accountant. And when I was 12 years old, he was let go from that safe job. And our family had to do whatever we could to survive. I learned many great lessons from my father, not the least of which was that you can fail at what you don’t want. So you might as well take a chance on doing what you love,
David Ralph [22:37]
on those words right for you. Because you have put yourself in a place that is unstable to say the best entrepreneurship and being a magician is unstable, but you’re doing it and you’re coming back for more and more and more. Are you taking a risk and doing something you love?
Josh London [22:54]
Yeah, and you know, it’s funny, you play that because I first heard that, I think about three or four weeks ago, and when I listened to the whole, I cried. I mean, that is exactly how I feel. And, you know, we, as entrepreneurs were told that, you know, you have to get a job, you have to go to school, and you have to work in this job, and you have to get your 401k and you have to, you know, you’re going to die. And, you know, since I’ve been kind of an entrepreneur, since I was five, doing magic shows and charging a nickel per show. My whole life has changed. And I’ve been set on this course to be an entrepreneur, and I don’t know if it’s just to do magic, or now I have a freelance SEO and paid advertising company. You know, I do all these kinds of different things. And I don’t know where I’m going to go in the next two or three months. And that’s fascinating to me. And I love that. And
David Ralph [23:58]
is that no scenario, Josh? Is that not scary? Not knowing? Because the majority of people would hate that, wouldn’t they? They like to know what’s happening six months a year down the line.
Josh London [24:07]
You know, David, I think that if, if I’m not scared, I’m not doing something right. If I am not scared, I’m doing something safe. And when you’re an entrepreneur is you know, you can’t be safe, you have to take risks. You have to think out of the box. Like, you know, Seth Godin always talks about, you know, being different than everyone else. And you know, we’re as entrepreneurs, if you’re being safe, that means you aren’t growing, you’re not experimenting, you’re not creating something remarkable. And whether it’s magic or SEO, or whatever you’re doing selling ebooks, it has to be remarkable. And I I can’t not be safe. If that makes sense. It’s it’s very difficult for me to play the safe card and to me safe is getting a job and working a job and getting treated like crap the whole time you’re at the job making other people’s money. And I don’t want to do that I want to make my own way. And I want to make my own money.
David Ralph [25:14]
That does that scare you. And I thought of actually being an employee because it has me now I was employed for years and years and years. And the fault when you’re saying that going to work making somebody else money. It kind of just been now I can’t do that. I just can’t do that anymore. It’s it’s part of my life. I’ve closed that box. And that’s gone. That’s totally gone. That does do you have the same kind of feelings when you think about that you tighten up inside?
Josh London [25:39]
Yeah, it really turns my stomach and those are the nights that I’ll stay up all night long working on something.
David Ralph [25:48]
Where are you going to go them with your life? Would you focus more on the magic is it more than business because can have to work hand in hand the two people except but you’ve multiple streams to your boat?
Josh London [26:02]
Well, I have different websites set up so there and I mentioned them in each one of my websites. So I have Josh London magic com magic for corporate shows. I have the San Diego magician calm that’s magic for like kids parties and local stuff. And then I have clicked convert profit calm, which is my SEO and paid advertising company. And I think I’m moving more and more in the direction of Click Convert profit and doing SEO and paid ads. for clients. It’s definitely taken over the magic income. You know, years ago, when I was a paramedic, my goal was to make magic take over my day job income. And I did that. And now my goal is to have Click Convert profit, and my SEO and paid and stuff, take over the magic money. And you know, then what’s whatever’s next I don’t know. But for right now I’m having a blast going away on the weekends to New York and Arizona and flying all over doing corporate shows. That’s amazing. People pay me to fly into a 45 to 60 minute corporate show, I get put on an airplane and get to come back home and spend the week with my family. So for right now I’m having fun doing both.
David Ralph [27:24]
Is it like has it become a passion that became a burnout, as you say but is now a hobby? Did you do feel bad about it? The fact that you go up and do it on the weekends? It sounds like it’s enjoyable. You say it’s a blast. But is it still a profession? Or is it more of a hobby now,
Josh London [27:42]
it’s still very much a profession. And I take it very seriously. And I I’m constantly thinking of ways to monetize even more of the magic stuff. And one of the things recently that I’m exploring is a magic book where I get booked for a birthday party show. I can upsell them. The moms with a magic book, and it’s a custom made book that has a cover. And it’s written by me it has it’s really nice. It’s a nice paper. And I give 10 of these free to the birthday party mom. Well, what I know is that there’s always 15 to 20 kids at every birthday party. And if I charged three or $4 more, for every book over 10 I’m making an extra, you know, $20 $30 per show. So I’m looking for ways to monetize the birthday party show and even the corporate events, I’m always searching for ways to monetize all that. So it’s
David Ralph [28:47]
a key aspect, isn’t it? Really. But for the listeners out here, who have got these ideas, and you start off with these ideas are kind of global. And if it wouldn’t it be amazing if you do that. But a lot of good ideas is it the small ones that build up build up, that’s where the income becomes quite lucrative, isn’t it with all the little strings dmo?
Josh London [29:07]
Exactly, I mean, with a you know, with a birthday party Magic Show, you can only charge your feet, you know, $300 or whatever. But the only way to make more money is to either do more magic shows, and you’ll really kill yourself on the weekends, or to raise your fees or to add products and and I want to add products and I want my name and I want my face and my phone number my website in these little kids hands. And I want them sharing it with their friends. And I want this book that I give them that costs two or $3 for me to make I want it to go viral in that little kids circle, so that the next time their birthday comes around, what are we going to do for Johnny’s birthday party? Well, we got to have Josh London, I’m Top of Mind I am making myself top of mind. And I learned all that through the techniques and strategies of online marketing. You know, you got to be top of mind, well, how do you transfer, being Top of Mind in the online marketing space to real life. And that’s how you do it. And it takes years and years to realize this stuff. It doesn’t, you know, just come in a book and you know, free ebook and lead magnet, you gotta do it and practice it and rehearse it and revise it as you go on. So I’m never stopping with magic. I’m always learning new stuff and learning new techniques.
David Ralph [30:35]
So why couldn’t you combine technology with your magic, as you’re talking? I’m thinking to myself, yeah, when I was a kid, I loved magic. And the chance to actually speak to a magician. The only magicians we had were these really sad grubby men that used to turn up at the school. And I’ve always called uncle Dennis or something like that, and is quite obviously, looking back on it, they will last person that should be coming into the school. But I used to do these these kind of magic tricks and we was in or now, nowadays, would it be great where a kid goes online, which kids do and I pay like $1. And I learn one trick and you get like 100 easy to learn tricks that you break down, and that person pays $1. And they can keep on watching that same video over and over again until they’ve got that and then they could go out and impress their friends. And they come back and they pay another dollar and globally that the really lucrative one it with all the kids coming together to sort of just learn these tricks or impress their minds. I would have paid for that when I was a kid.
Josh London [31:37]
Oh, yeah. And it’s so easy now to do you know, you set up a WordPress course. And you know, just use optimize press or whatever you’re using. Run your Facebook ads to kids, and you’re you know you’re in, and I could easily do that. But I I don’t. That’s not what I focused on right now. I guess you know, that’s, that’s on Evernote right now for me as a future project, actually to create a course teaching magic. And one of the ideas I had was if I do a birthday party show, I’m not doing many of them anymore, since I’m focusing more on the click Convert profit calm stuff. But one of the ideas is to add a free month of magic lesson course to the birthday party show. And then after that, it’s you know, 15 bucks a month. And each week that kid gets a free video of how to do a magic train. I think I mean, I think that’s pretty cool. I haven’t worked out all the details. But you know, the the possibility to scale that even more on the magic side is
David Ralph [32:52]
there. And you can do that with literally anything, can’t you that’s that’s amazing. I’m currently going through thinking Grow Rich, the old Napoleon Hill book. And I’ve read it a couple of times before and I’ve been talking about it recently on the show two different guests. And I looked up and it was on my bookcase. And I thought, I’m going to read that again. Because I spoke to a chap who says he reads it every year. And he said, I’ve never read it 100 times. And I thought well, you’re quite obviously happen. Otherwise, you’d be 100. And you know you about so yeah, but he reads it every year. And I thought to myself, I wonder with my knowledge base now whether I can read back and see it with different eyes. And that’s what I’m doing, I’m seeing it. And the thing that jumped out to me was that you just need an idea. And if you don’t know how to make that idea work, you tap into other people’s knowledge, you create master minds, you you pay for the knowledge that you don’t have to develop that idea. And I was reading it the other night, and I thought, Wow, this is so exciting. literally everyone who’s listening to the show, if you got an idea, but you don’t know how to market it or whatever, come over Josh London and be able to help you out, go over to somebody else. And you can literally do anything now can you because you’re able to connect, does that excite you as much as it does me? Oh,
Josh London [34:09]
yeah. And you know, with Napoleon Hill, what’s what’s interesting about that book is, you will read it, you know, 10 years ago, and it means one thing to you, and then you go about your life, you read it another year later. And it means that something totally different. And you find you know, one sentence five years ago means something totally different to you now, and it sparks that, that, you know, that creativity and you that you need to come up with that new idea. And that that’s what’s amazing about learning and about books. And that’s that’s what I like about it so much. And I think I’m going to go pull the book right off my shelf when we’re done and have another read of it.
David Ralph [34:55]
Yeah, go for it again, because he’s very old style ball. But there’s there’s nothing is a golden now. It really is. And as I say it’s about the free or fourth time I’ve read it now. And I just feel like I’m right for it now, where before I feel like I was looking for something. But now I feel that it’s fine. And I think that’s that’s key to life as well, isn’t it? There’s moments when things come together. And you kind of think Well, yeah, my dots have joined up. And this is where I’m supposed to be. Did you feel like that with your own life?
Josh London [35:25]
Oh, I feel like that 100% last last year I was on john Lee Dumas his podcast Entrepreneur on Fire. I think it was two years ago, I don’t remember i think is December 2014. I think Christmas Eve but you know, I was on his podcast. And when we did the interview Afterwards, he ended up hiring me to go out to his house in Pacific Beach. And we live probably about three miles away from each other. And I was he hired me to perform for his elite podcast group. And, you know, I got to spend the whole day with these people. And these, you know, podcasters, and people who were right at the beginning of building their podcast, and they were starting to record them. And I did a show I did a 45 minute long show. And it was fantastic. And after the show, everyone sat there and something happened that has never happened to me before this show. They asked me questions. They asked me one question that they asked me that stuck out to me, which was really cool was how do you remember everyone’s name? And I thought that’s fascinating. And if they would ask me, these are entrepreneurs, these are people that see value in the little things like remembering someone’s name. And what remembering they are performing who’s exactly yeah, yeah, and who your volunteers are, and someone would go sit down and 20 minutes later, I’d remember their name. And as we be waiting continued this q amp a session, they started to ask me more about how I got shows and my website and AdWords and things like that they encouraged me as a group to start exploring, monetizing my SEO knowledge and my AdWords knowledge. And now I have Click Convert profit calm, and that was one year ago. And I’m, I’m astounded by so the dots do all line up, you know, five years ago, or, you know, when I was five years old, I was learning the techniques of magic. Five years after that, when I was 10, I was learning, marketing. And now 15. You know, 20 years later, I’m still learning marketing, but in a different capacity. And it’s amazing how one step leads to another, which leads to another, which leads to another, and you get to where you currently are. And I’m excited to see where I’m going to go next. Because I have no idea.
David Ralph [37:58]
You know, I’m not surprised is the tool that you came out of that room feeling inspired, because inspiration breeds inspiration, doesn’t it, and they were inspired by you. And so it was it was a melting pot of creativity. And going back to Napoleon Hill, one of the things he talks about a lot is a mastermind and surrounding yourself with people that can, you know, stimulate your own thought processes. And I bet you came home and you literally drove home not seeing one road because he was so engrossed with thoughts running through your mind from what you’ve taken from that session.
Josh London [38:33]
Yeah, it was funny, actually, when I got my car after that show, I have a post it note in my car for all my ideas. And I just started writing. And I couldn’t stop writing, I got home, I pulled out my posted notes that I wrote on. I had I think about 30 posted notes of all these ideas and things that I wrote down just from that, and it’s, it’s incredible, and it’s amazing wearing new idea can take your life in a whole different direction. And I’m very grateful for the opportunity to be able to do that.
David Ralph [39:10]
So So would you recommend it to the listeners out there to start looking at who they surround themselves. And if I want to go in a certain direction, trying to find people that are already there on their way there? Do you think that’s a great way of doing it?
Josh London [39:26]
Oh, yeah. And you know, Jim Rowan, I’m a big follower of Jim Rome, and his philosophy on business. And he talks a lot about the people that you surround yourself with, you surround yourself with trash people, you’re going to get trash results, and you’re going to become trash. But if you continue listening to podcasts, like join up dots, you’re going to get people every single day that are passionate, and entrepreneurs and focused on doing good for themselves and their families. So you got to surround yourself with the great people. And, you know, even joining masterminds, even if it’s just you and a friend, that’s a group of people that you get together with and you, you know, you focus on a common goal of helping each other and it’s building and you’re building each other instead of tearing each other down.
David Ralph [40:16]
I love the fact but as I said earlier, you can connect globally and all the people that I am linked to now, I’ve got a couple of guys, if you’re listening, guys, this is about you. But I will go down and I’ll have a few pints we have, and it’s very personal. It’s very social, but everybody else but I am connected to our virtual friends. And I can get on Skype, I can get on Facebook, and we connect, and we bash out ideas. And we’re building businesses together. And it blows my mind that you can spot two people that you’ve never actually personally met, and build connections with them to the point that you trust them and not to go into business. But you see it, don’t you when you surround yourself with people that are moving in a certain direction, by see things in you, but by you like and you see things in them. And you once again, you inspired to build that connection up. And once you’ve started doing that, it can take you in any direction, because your ideas are just the start. And then they sort of sharpen them and they change it. And after a while after chipping it and shopping it and polishing it. You’ve got this diamond which you couldn’t have had at the beginning. It’s brilliant in it.
Josh London [41:26]
Oh, it is. And I mean, it’s happening right here. With our conversation, you know, you’re all the way in England, I’m in San Diego across the world, you brought up that you just started rereading, thinking Grow Rich now. I’m going to go get that book. And when we’re done, I’m going to flip through it, I’m going to start reading it, something is going to catch my eye, I’m going to have some sort of ideas, spark of creativity. And that’s going to create something new. How amazing is that? We connected over Skype. And you know, I’m going to be on this podcast and you guys me this, you put it back in my mind, hey, check out Napoleon hills book. And I’m going to go do it. And it’s going to create something for me. It’s fascinating. And it’s a wonderful.
David Ralph [42:09]
Well, when you read it, let me know afterwards, because I’d read it three times. And this is the first time that I noticed the words in italics. And I started looking at the words in italics thinking, why is he emphasized those words, and some of them they’re kind of blue aren’t little snapshots. And you can understand, but there’s other words that just like a word on its own. And I was trying to link them up trying to work out whether there was some kind of theme that was this the clue? Was this the secret whatever that runs through? And I couldn’t quite get why he’s done that. Did you? Do you know what I’m talking about in that book?
Josh London [42:45]
Yeah, but I’m going to go back. I never realized that either. But I’m going to go back and take a look.
David Ralph [42:51]
Yeah, you do that. And let me know and see if you can find the clue that the key to that door. Why was Napoleon putting certain words in metallics is fascinating to me. So what I want to do now is take us to a point in the show that really is the starting point of building towards something, and these are the words. But Oprah said recently, and I’ve started throwing these into the show, and I love these, because it really does make you realize how, as long as you do something, you can stop building momentum. This is Oprah,
Unknown Speaker [43:23]
the way through the challenge is to get still and ask yourself, what is the next right move? not think about, Oh, I got all of this. What is the next right move. And then from that space, make the next right move, and the next right move and not to be overwhelmed by it. Because you know your life is bigger than that one moment. You know, you’re not defined by what somebody says, is a failure for you. Because failure is just there to point you in a different direction.
David Ralph [43:54]
You point to those words, just
Josh London [43:57]
oh yeah, I love those words. It was fun. My wife and I, we we had to go buy a couch, we got this really nice leather recliner couch and it had power recliners on each side. Well, the power recliners stopped working. And both ends of the couch were in the position. And this was for about two weeks. So we had to go buy a new couch, we went the other day, we’re looking at all these couches. And you know, we’re debating Should we get this one? Or this one? Or that one? Or that one? Which one should we get? And I came to the conclusion that it doesn’t matter what we do. We It doesn’t matter if we buy a 1500 dollar couch or an $800 couch, we just need a damn couch. And in 20 years, we’re going to have a new couch. So you know, what’s the next right move for you? I don’t know. But doing something and not being afraid to try it. That’s key. And I think Oprah explains it very well in there that
David Ralph [44:55]
I’m trying to grass. Well, a metaphor for life is but I’m sure there is with with the couch. Because Yeah, after a while your buttocks will just sort of mold anything, won’t my and it becomes the most uncomfortable thing that you’ve ever sat on. Until it’s like an old friend and you bring it home and you plop it there. And for the first two weeks you’ve been I’ve made a mistake. I can’t get comfortable on this. But then it starts to bed in and and that’s what like ideas or isn’t it that’s what movement is when you start off it is uncomfortable is the metaphor of cracked it, you sit on it, you start to feel uncomfortable, and you think it’s not quite right. And then afterwards, you start to grow into it. And then you find your thing. And actually you’ve moved yourself from an uncomfortable couch to a perfect one, which is a BS, which is starting to grow to something that actually fits you like a glove. Now Mr. London, was that brilliant. You actually heard my brain working as I went there was that brilliant that?
Josh London [45:51]
That was amazing. David, I think you’re referring to I think the technical term is but grooves.
David Ralph [45:58]
I imagine I have Yeah. And I bet john Lee Dumas didn’t mention that,
Unknown Speaker [46:03]
that we did.
David Ralph [46:05]
So yeah. So Can Can you sort of see how that can operate in life? Is that simply how life is? You get an idea. You’re scared, stupid. But you start working on it. And after a while you realize that actually any idea can can stand a chance if you just start doing the right thing.
Josh London [46:26]
Yeah, yeah, I totally agree with that.
David Ralph [46:29]
Where does a guest not a guest that listener out there? Where? Where can they go? If they are overcome with that fear when they’ve been listening to this? And they’re listening to all the episodes that I do, and john does and all the kind of podcasts out there? And they think, yeah, I really want to do this, I really want to do this. But if I mentioned it, people are going to laugh. If I sort of start doing stuff, people are going to think that I’m I’m above myself and what why should I be doing that when they’re not? How do you think somebody can overcome that because it is a key part isn’t it is huge, the scary when you start anything?
Josh London [47:05]
Yeah, it is scary. Starting anything that you’re going to get, your idea is going to be pushed away and cast aside that it’s not a good idea. Because, you know, ideas that entrepreneurs come up with do not conform to the normal mold of life where you get a job and you work in your job and you get up at five in the morning, go sit in traffic, do your job, come home, sit in traffic. So I would say if if you’re looking to go somewhere and learn something, there’s tons of resources online, there’s communities built around, encouraging people and with the way the internet is now everything is so niche, and so specific. And you can find Facebook groups and reach out to friends. And if one person doesn’t support your thought for creativity or your new idea, move on to the next one. And keep learning and keep exploring and put your feelers out there, listen to as many different podcasts as you can start subscribing to newsletters and learning from all these great people and get involved in the communities that that are out there and available to you.
David Ralph [48:26]
But when you started jumping back into magic, again, when you started with magic, did you reach out to people? Did you reach out to other magicians and say I love what you’re doing? Or did you do it very much in siloed.
Josh London [48:37]
Know, I definitely reached out to other magicians. There’s a thing called a group called the International Brotherhood of magicians. There’s also a society of American magicians in the UK, they have the magic circle.
David Ralph [48:53]
And these groups are filled with magicians, they meet monthly or weekly and you can go and you can have great fellowship with these other magicians in your area. And you have people there that start at nothing, you know, they’re 10 or 13 years old. And then you have the old pros that are in their 60s and 70s. And that have been doing it for years and years. And that’s that’s one way. If you’re into magic, that’s what you can do. I remember one was in Italy once and we were we was at that age when we got a pack of cards and you’d either play cards or you try to do tricks. And we knew one or two tricks, and we were doing it and this old guy, he we’d seen him for a whole holiday. And he was always just sort of like walking past us and sort of smiling. And we were trying to do these tricks. And he came up very last afternoon, we were there and he said, I’ll show you a trick. And he picked up a card out of the pack. And it was just one single card. And he had large calloused hands, I would sort of like hands that he’s obviously been working in the fields or something, you know, he was a bricklayer or something. He didn’t work in an office. And he laid the card actually on his palm. And he’s upheld palm card went down on it. And then on the other hand, all he did was put the hands together, and then put the hands to like a prayer position. And he did it so slow. It was untrue. And when he opened his hand, the card was gone. And he just smiled. And he just walked away. And he never showed us how he did it. And we never got the card back. He just kind of disappeared. But I always look at that. And I think Wow, wow, what a moment what a moment. And I’ve always wondered how he did that. And you still have those moments. Now when somebody might just cross your path and you you weren’t expecting them to sort of blow your mind. But they just do because they do it in such a subtle, understated way. Oh, yeah,
Josh London [50:53]
that happens all the time. And I see it with magic and looking why different magicians. And it’s fascinating that that still happens. Because I know as a magician doing this so long, you begin to build an immunity to seeing a new trick. And you automatically know how they do it. And you’re analyzing their hands, or you’re looking at the box in a different way. And it’s it’s fascinating. It’s it’s really interesting that you bring up that story because, you know, that was years and years ago for you. But it still touches you in a way that that you’ll never experience that again. Isn’t that fascinating? Well, yeah, it was a card trick. You know, that’s amazing.
David Ralph [51:45]
And could you as I was just describing it, can you kind of imagine how he did it? Are you sitting there thinking? Yeah, I can see how he
Josh London [51:52]
did. Yeah, yeah, exactly. Yeah. When, when you first started saying he brought his hands into prayer, because I know exactly what he did. I forgot the name of the trick. But it’s in one of my books. I’m sure he’s been
David Ralph [52:05]
taken just before we bring Steve Jobs onto the show. He just popped into my head. Can you do tricks on podcasts? Could you become a podcasting magician?
Josh London [52:15]
I guess I could. Yeah, I did a trick actually on Entrepreneur on Fire, we did a card trick. I’m not prepared right now. But if you want to hook up again, we could definitely do a do a card trick and maybe even a video and all your listeners could grab a deck of cards and follow along and do a cool trick.
David Ralph [52:35]
Well, we have to do that. How about if I pause the recording now? Could you get get a card and when we do it?
Josh London [52:42]
Not right now because I’m not. I’m not prepared.
David Ralph [52:45]
But am I missed out? This was going to be the greatest thing I’ve ever bought onto the show. It was either that or get you to sing. And we’ve we’ve heard your voice and I can’t imagine you the greatest singer in the world. So it was gonna be that car tree. But let’s bring the words of Steve Jobs into the show might be the greatest singer in the world are you Josh? I don’t think he or sounds great singing it to hear that. This is the jobs.
Steve Jobs [53:11]
Of course, it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards. 10 years later. Again, you can’t connect the dots looking forward, you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something, your gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well worn path. And that will make all the difference.
David Ralph [53:46]
So worship big.in life on the on the timeline that Steve’s talking about is are there moments that you go? Yeah, yeah, that’s when it started to come together.
Josh London [53:55]
Yeah, I think when I had the a turning point in my life where I was a paramedic, and when I decided to stop that I saw a really bad car accident. And it really tore me up inside and it it really affected me. And from that point on, I knew that I wanted to do something totally different. And I wanted to make my own way, and not have a day job. And I wanted to build something incredible. And at that time, it was magic. I wanted to build an incredible magic business. And I wanted to just do magic shows. And then it turned into doing what I do now, which is managing SEO and managing paid ads for clients. So it’s incredible. You never know where where you’re going to go.
David Ralph [54:51]
And do you find that? so comforting, but you never know. But in your heart of hearts, you feel that it is going to join up somehow.
Josh London [54:59]
Yeah, it’s scary. The hell out of my wife, though.
David Ralph [55:01]
She doesn’t like it. She hasn’t got the entrepreneurial spirit.
Josh London [55:05]
No, No, she doesn’t. She she’s very much have your job and you work your job. But she’s a she’s a consultant, she works from home as well. So she’s beginning to get that entrepreneurial spirit that I have, or at least accept it.
David Ralph [55:23]
I think where people do accept it is not the risk of earning income, but the desire to have their own time. And that’s that’s what I see more often than not people will be talking to me. And they’re not talking about money. They’re talking about our Wouldn’t it be lovely if I didn’t have to have annual leave? I could just go off and do what I want when I want it. Is that a big sort of plus for you in your life?
Josh London [55:48]
Oh, yeah, it’s it’s a major selling point, you know, you’re selling an experience I, I know that I can make $10,000 a month every month. But that’s not going to change my wife’s opinion about that being an entrepreneur, what’s going to change her opinion is that she gets to spend more time with it with our daughter, we get to go on more vacations. And we never have to want for anything. And we can pick up and go whenever we want. So I’m still selling to my wife by selling an experience. And that experience is magic to use a pun but it isn’t it? Yeah, it really is magic.
David Ralph [56:25]
Well, this is the end of the show, Josh. And this is the part when I do my own magic trick. And I send you back in time to have a one on one with your younger self. And if you could go back in time and speak to the younger Josh, what age would you choose? And what advice would you give? Well, we’re gonna find out because I’m gonna play the theme tune. And when it fades you up, this is the Sermon on the mic.
Josh London [57:08]
I would go back to when I was five years old. And when I first started learning magic, and I would practice even more tricks. And I would practice the technical parts of magic even more, I would buy books and I would buy videos, instead of buying the magic kits that you find in in the Walmart or the Target store, or the drugstore, I would learn how to properly handle a deck of cards better. And I would learn the most technical things about magic that I could. And as I grew, and I got one more technical trick down, I would rehearse it more I’d get in front of more audiences. At five years old, I would try and find audiences wherever I could even more than I did. And I would go to all the open mic nights that my mom would drive me to at five years old. And I would go to all the talent shows that I could and I would just rehearse and be onstage more. And I would just work harder at being in front of people and creating that experience and selling the experience for people more.
David Ralph [58:30]
And is that because you love it now? Or is it the fact that you now know that that’s the only way to really build success?
Josh London [58:38]
It’s both I love magic a lot. And it’s always a part of me. And I, I love the success in the business part of booking magic shows. I just love magic and it’s always going to be a part of me.
David Ralph [58:58]
Well, if I have a book you to come come across to London, would you be able to do it in a room with a ceiling fan? Because I really do want to see that trick again.
Josh London [59:07]
You provide the dub? I will they’re there about 50 cents, so it’s okay. I’ll provide
David Ralph [59:11]
pigeons. We have loads of those in London. So how can our audience connect with you sir,
Josh London [59:17]
you can go to click Convert profit calm. For my SEO stuff. I also have an E book on there called flying solo. If you enter the code solo into the sales page, you can get $10 off the ebook. You can also watch magic videos of me and learn about my magic at Josh London magic calm or the San Diego magician.com.
David Ralph [59:45]
Thank you so much for spending time with us today. joining up those dots. And please come back again when you have more dots to join up. Because I do believe that by joining those dots and connecting our past is the best way to build our futures. Mr. Josh London. Thank you so much. Thank you, David. I had a fantastic time. Thanks for listening to today’s episode of join up dots brought to you exclusively by podcasters mastery.com. The only resource that shows you how to create a show, build an income and still have time for the life that you love. Check out podcasters mastery com now.
David doesn’t want you to become a faded version of the brilliant self you or wants to become. So he’s put together an amazing guide for you called the eight pieces of advice that every successful entrepreneur practices, including the two that changed his life. Head over to join up dots.com to download this amazing guide for free and we’ll see you tomorrow on join up dots.