Jonny Andrews Joins Us On The Steve Jobs Inspired Join Up Dots Podcast
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Introducing Johnny Andrews
Jonny Andrews is today’s guest joining us on the Steve Jobs inspired Join Up Dots business coaching podcast interview.
He is a man who has a story that is fascinating for so many reasons.
Number one due to the hustle that he has shown.
Number two how it seemed that life was simply using him as a skittle and throwing obstacles after obstacles in his direction.
The kind of obstacles that for many would be the end of the dreams, and desires for a better life.
When he hit the age of 27, he knew that he had to take action in his life.
He was fat, broke and miserable and living a life that was far from what he wanted it to be.
How The Dots Joined Up For Jonny
So he started working twice as hard on a real estate business that would net him a nice amount of passive income each month.
Not life changing as such, but still more than enough to start focusing on his next dreams.
And that is where it all went wrong, as after a years hard work, and almost touching dream of the monthly income, he received a message saying that he had defaulted on his mortgage and everything went south.
So what did he do to pull himself out of this hole that was not of his making?
How did he not think “See that’s why life is so rubbish” and just give up, and go back to being fat, broke and unhappy?
Well, lets find out, as its with delight that I bring on to he show to start joining up the dots of his life, the successful podcaster, online marketer, hustle monster, and ex-fat guy…Mr Jonny Andrews
During the show we discussed such weighty topics with Jonny Andrews such as:
The type of words he learnt when living in Aberdeen Scotland for awhile…..yep I was shocked!
How due to being adopted Jonny Andrews always felt that he was wired differently from the rest of his family!
How he earnt his first million and then spent $55,000 on a kitchen for a friend (I would like him as my friend!)
How he tried online marketing many, many times before he made it work for him!
How he was once homeless, living in his office, but still cranking out the work everyday even when things seemed more than bleak!
How To Connect With Jonny Andrews
Of course if you want more amazing episodes then you can jump over to the podcast archives
Audio Transcription For Jonny Andrews
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 [0:27]
Can you believe it is almost September icon. We’re almost at the end of August. Now, when I started this on the 30th of April, it was just my dream to get past the first three weeks, basically. And then it progressed, and it progressed to progress. And now it is the most amazing experience I’ve ever had. And as I say all the time, and I’m not making these words out, actually genuinely meanness We ain’t got the show without you, listeners. So thank you so much for getting so involved. Thank you so much for requesting to be on the show as well. That’s a great one as well. I love hearing your stories of how this show has impacted upon your life. And the difference is making. So let’s really keep on pushing on until Christmas and make this the best 2014 that we’ve ever had in podcasting land. Wouldn’t that be good. And today is going to be a belter as well, because we’ve got a guy who is He’s Mr. personality, and he has a story. But it’s fascinating for so many reasons. Number one due to the hustle that he has shown, which as we know is all everything. And number two, how it seemed that life was simply using him as a Skittle and throwing obstacles after obstacles in his direction, that kind of obstacles that for many would be the end of the dreams and desires for a better life. When he hit the age of 27. He knew that he had to take action in his life, he was fat broke and miserable, and living a life that was far from what he wanted it to be. So he started working twice as hard on real estate business that wouldn’t net him a nice amount of passive income each month, but life changing as such, but still more than enough to start focusing on these next dream. And that’s where it all went wrong as after a year’s hard work almost touching the dream of the monthly income he received a message saying that here defaulted on these mortgage and everything went south. So what did he do to put himself out of this hole that was not these making and how did he not thing See See that’s why life is so rubbish and just give up and go back to being fat broken, unhappy? Well, let’s find out as we’ve been lied that I bring onto the show to start joining up the dots zombies live the successful podcaster online marketer hustle monster and x fat guy Mr. Johnny Andrews. How are you Johnny?
Jonny Andrews [2:31]
That was awesome. Thank you. I I literally feel great. That was just if you could just do that again. I would probably feel twice as good.
David Ralph [2:40]
I could I could record it for you so that you can have that as your morning wake up call.
Jonny Andrews [2:44]
Now you know what I think needs to happen is we need to give that to my wife so she’s reminded every morning of how awesome I am because sometimes she forgets
David Ralph [2:52]
don’t know about Johnny don’t know they do. But it’s probably because I’m not vision. I haven’t got the vision of you laying on the sofa and just your hands like she sees you.
Jonny Andrews [3:04]
Absolutely did that is kind of awkward for everybody. I think so now your listeners are like emotionally scarred because you had to shove that vision in their head. How do you feel about that now you’ve hurt people?
David Ralph [3:14]
Well, I’m worried that a lot of people might be eating their cornflakes at the moment. It’s a kind of Breakfast Show. You never know when somebody’s gonna listen to it. So you know, I had
Jonny Andrews [3:22]
a guy admit that he listened to me when he was showering and I was funny because I wasn’t really sure how to react to that except at least you’re listening but that’s awesome. So pick yourself up young man continue to soak who was bad because
David Ralph [3:33]
I I spoke to a chat the other day who said that he listened to me. And this is like the this is like James Bond territory on his broadband or no, he’s WiFi. showerhead. I didn’t even know that you could get a Wi Fi showerhead. That?
Jonny Andrews [3:49]
Why would you? Where’s the what I don’t even understand the concept behind what a Wi Fi shower head like does the water come through the Ethernet or something?
David Ralph [3:57]
I don’t know how it works. And I don’t know how he doesn’t electrocute himself because there must be some kind of power running through it. But he basically is in the shower, soaping himself up. And he told me several times that he’s got a very good body while he’s doing it. And he is thinking and listening to me at the same time.
Jonny Andrews [4:14]
I look delicious. And I’m thinking of you.
David Ralph [4:16]
I can imagine you’re almost salivating I can I can hear the drops coming from your mouth from here.
Jonny Andrews [4:22]
Absolutely. Yeah, it’s like an old that will also I mean, not to take it back to me. But the whole reference to a skill. I have no idea what that even means. But it sounds amazing. Do not know what a skill is. Well, I mean, in in my world where I come from skills are found in a small red bag and taste of fruit and sugar.
David Ralph [4:38]
No escape in our world is the account of 10 pin basically is your pin.
Jonny Andrews [4:45]
Ah, gotcha. Now that totally makes it you know, it’s funny. I should know that I lived in Aberdeen, Scotland for like a year. So you think I’d pick up some of the loose vernacular all I got was on the pole and Minch but that was it. That’s all I understand. Hopefully no one that lives in your world heard you because I know you don’t say bad things on the show. But hopefully
David Ralph [5:04]
that wasn’t bad. That wasn’t bad. As long as you’re not listening in Aberdeen and I’ve lost my demographic appear instantly. I think I just yeah,
Jonny Andrews [5:13]
I flushed show,
David Ralph [5:14]
dude. I’m so sorry. Now on the pole. Yes. So what do you say? What are you studying America that
Jonny Andrews [5:20]
I think it’s just hooking up but I’m you know, the here’s the problem with that question. I’m married. Now I’ve been out of the scene so long. Like, I wasn’t even in the scene like Dude, if you want to know about stuff that really I was just never good at. It was dating until I met this guy named Dave. Ms. He actually is he Oh, he was amazing. Like, he just opened up my mind to a whole new world like it. Now he’s the dude that runs inside or internet dating. And I’ve since given it to my wife’s brother, who has then gone and like, met all of these amazing women. Like it’s really cool. Like, it’s a great program. So if, if any of your listeners are, you know, unmarried single men kind of people like insider internet dating, I know that guy. And he gave me a call pointers when we were in Vegas. And I was like, Dude, this stuff works. It’s so cool.
David Ralph [6:03]
Because I I’d be the world’s worst data. Now I’ve been with my wife since I was, it feels like since I was four. Basically, I was a young child when she first met me. And I can’t remember dating at all. And I like the fact that if I go into a pub with my wife, I don’t have to ask what she drinks. For a start, I just sort of say, Oh, go and get those seats, I go and get the drinks. And there’s a certain amount of listening to people’s stories, and the kind of boring stories that you put up with when you’re first dating. But after a while, you’ve heard all those stories, and they never come back into your life again. And it’s just you existing. And I like that I like to exist. I like to be in this bubble with my wife. But to go back into the dating world and know that I’m going to have to sit there listening to these stories, and also making more effort in my appearance when I generally do when I go out. It’s a bit of a drag over the fall.
Jonny Andrews [6:59]
Yeah, absolutely agree with you, man. I’m like so much happier now that I’m married, it’s just so much easier to just chill and be just be there with the person. Absolutely. That’s
David Ralph [7:09]
what it’s all about. So now let’s get into the nuts and bolts of the show because you are here because you are as I say, a hustle monster, you’ve had a story which is fascinating for many reasons. And it works perfectly for a show like join up dots now what I want to do, I don’t want to focus on the sort of miserable element of your life because it’s so much nicer hearing the beautiful solo birds singing in the squirrels making your tea in the morning and the kind of success level that you have God, but it would be wrong not to delve back into it. So let’s go back into as you was a small child when you were small, Johnny Andrews, what did you want to be?
Jonny Andrews [7:47]
Well, that’s what’s interesting is because I up until, honestly, very recently, I didn’t I didn’t define what that was, you know, it’s been literally last couple of years where I had to think about Oh, there it makes sense to have a definition. I always kind of wanted to be as you say, as a child, if you will, a musician like a musician or a writer you know, in that regard kind of thing. But and what’s funny is watching as the as life is sort of unfolded, and when I’ve taken direction, you know, take it sort of like steered my life the way that I wanted to go finally, how relevant those two things as a kid became, like I was a professor, I ended up becoming a professional musician. I played for 21 years. You know, I toured Europe twice. I got to my last show is House of Blues, Chicago, it’s a great venue. Really awesome, awesome place to play it. I was it was funny. I was with an industrial goth metal band of all things at the time. And it just having a blast doing that kind of stuff.
David Ralph [8:45]
Music is Batman.
Jonny Andrews [8:47]
Really loud and obnoxious I think would probably be the best way. If you took like dubstep and put more heavy metal guitars. It’s pretty much like that.
David Ralph [8:56]
So it’s tuned. lyst noise I’m in my 40s now and if he’s if he’s not something has come out of the 80s is almost too much noise.
Jonny Andrews [9:04]
Oh, if you want an 80s reference it probably be like ministry with a with a woman singing though that that? Yeah, it’s funny. I was actually at algebra one of Al Jorgensen his birthday parties with because he lives in Chicago. So that was a that was a fun time. But yeah, it was all got out.
It was hilarious. totally fun.
David Ralph [9:25]
So So what was it about the the music and the writing, because you kind of touched on something there, which has become really evident in many of the shows. And normally, I’ll bring it up in conversation so much later on. But I’m going to cut to the chase with user. And it’s fascinating that so many people say you need to find your passion in life, you need to find your passion. And I’m sure that my listeners who listen to this on a daily basis will go Oh, here he goes. Again, he’s saying the same thing. But it’s true. It’s true. And it’s my show. So I’m going to say, and so many people can’t find your passion, find your passion. And we found this theme that’s running through all the shows, that really is the things that you love doing as a child was your passion, you just forget about it. And you don’t realize that you could earn money for doing the things that you love doing for free when you was a child. So you being a musician and a writer, it makes total sense that that, you know really played a big part as you started finding your feet. Because that’s your unique self. Simple as that.
Jonny Andrews [10:20]
Yeah, no, I totally have to agree with that. And it’s funny because you bring that up because I matter. I think I heard that before and I never really thought about it, you totally, you’ve totally nailed it. Now the stuff that I did as a kid was the stuff that I always kind of wanted to do. And I would always write and in fact, it was funny i when i was you know, we were talking before the show, I actually lived in Aberdeen, Scotland for a short time. And it’s like, when I was there, I should have
David Ralph [10:40]
said that in the show. Because you like
Jonny Andrews [10:42]
that in the show. You know,
David Ralph [10:44]
there’s my bad words, the only the
Jonny Andrews [10:47]
right? That’s right, those horrible just load some phrasing that just is awful. But yeah, that was when I was there, I ended up getting the classes I took translated over as 400 level when I finally got back to the States. And what was interesting is I was like, Oh, I just have all these, you know, English courses and writing and literature, I’ll just do that as my major. And I’ve been writing since I was like a little kid, you know, tons of stories and stuff like that. And it was just, you know, it was fun. It was cool. And yeah, I never really thought about doing it. As you know, to make a living for a while. And then you know, obviously Kindle and the internet kind of came out. And I was like, yeah, wonder that came around again.
David Ralph [11:28]
He’s fascinating, though, isn’t it, but we forget that we are good at something. And we go into a job about he’s just playing paying the money or somebody says that’s a career. And you go Yes, I’m going to train to become a doctor. Do you really like being a doctor? No, but it’s good money. And we it seems madness that we all do that. And it’s not just in America. It’s not just in the United Kingdom. I’m having conversations across the globe. And we’re all doing exactly the same thing. But we’re making exactly the same mistakes. We’re going into stuff. But isn’t us just be either somebody told us to do it. Or we kind of believe that it has some kind of kudos and people are going to respect us more but doing this job. But I now say to the world and I say to everyone, we would respect you more by doing the thing that makes you happiest?
Jonny Andrews [12:15]
Yeah, totally. And it does help if you can get paid with it do that. That is a helpful thing. There’s not a lot of I mean, there’s a lot of people I’m sure that are you know, passionate about squirrel shaving, but I don’t know there’s a lot of money in it.
David Ralph [12:27]
Just saying we’re not getting back to Aberdeen again now. Oh, wait.
Jonny Andrews [12:30]
Oh, no. Yeah, that’s what they were doing under the bridges.
David Ralph [12:33]
Yeah, absolutely. I was poor squiggles. So So why did you end up so fat miserable, broke, and all those kinds of nasty things at the age of 27? What was the sort of lead up because by the age of 27, most people I would have thought of starting to have an inkling of where their life is going to go.
Jonny Andrews [12:53]
I am probably wired completely the opposite of most people at that point. Because I mean, it was everything that I did was, you know, of my own choosing, I would, you know, spent the majority of my life feeling sort of dejected and depressed. Interestingly enough, I’m adopted. And it turns out, I never looked into this. But that is actually a common thread throughout the lives of adopted kids was that, you know, they have this sort of like separation thing from like, the whole birth concept, or whatever it is, I haven’t really looked much past it. But I was like, oh, okay, I’m in LA, this is a normal thing. And also, the big problem I was having in my life was I wasn’t doing the stuff that I should be doing was just like what you’re talking about, you know, I was doing everything else, like I, you know, the college I went to, I didn’t like it, you know, then wasn’t really happy with a lot of my friends, like I was making weird, basically dumb choices. Because I didn’t really understand the concept that you could steer your life, at least sort of, I mean, there’s always, you’re always going to get thrown like a curveball here and there. But like, ultimately, you kind of make the choices that influence who you become. And it was. And a lot of those habits you develop as it kid, if they’re not guided correctly, like my parents were academic, I come from a family of six PhDs. And so, you know, we had just everybody’s a friggin doctor, except me, you know, I’m like, the, the weird, kid kind of thing. And that’s really, you know, where a lot of like, there was a very confusing upbringing for everybody, because you’re like, wow, this dude is weird. Totally different, absolutely does not fit the academic mold. And so no one really knew what to do with me. And so there wasn’t a lot of guidance or training, wonderful family, wonderful childhood, all of the very cool stuff. But I have a different wiring mentally than the family that I was adopted into. And it was interesting to see how that kind of like, led to needing to sort of, you know, I, I really look at it, like, okay, we there was a Windows machine that someone tried to install, like a Mac operating system on it. And that, you know, you just have to like f disc it and you know, redo the whole thing. And that was kind of what happened. And so I got to 26, seven years old, and I was like, wow, I’m fat, broken, miserable, I should probably make some different life choices. And I started doing that. And I went listed Tony Robbins, I had no idea what I was going to do. But when I was doing the real estate thing, I actually, you know, I was with a girl that was awesome. We live in a great house was super cool. But I was just like, this is now where I need to be. I ended up being homeless for an entire year. And so I was living
David Ralph [15:25]
you know, not anywhere, not even living with somebody.
Jonny Andrews [15:29]
No, I was not living with anybody I was I was sleeping in a wicker chair like this little wicker pompous on in this tiny office, it’s probably about the size of your desk. And I that’s where I was trying to do the real estate stuff, you know, I was trying to make, make that stuff happen then and what what ended up happening was, and so I made that commitment. I think that’s a big one was I didn’t go back and you know, I didn’t go crawling back and say, Oh, I made this mistake. I feel horrible. Like I couldn’t sleep like when I first did it, I was sleeping on like, you know, it’s like concrete with that thin little carpet on the thing. And so like I was getting no sleep I was like cracked out of my mind. Like it was dude, if you go weeks, with like, just a little sporadic naps here in there. Like you become like a very strange person. Like, it’s just you’re not fit for society. But it was after like, literally toward the end of that thing that I got nailed with the identity theft. Like it turned out like it was I wasn’t late on my more I didn’t own a house I was living in an office was a guy named Rodrigo Lopez who had stolen my identity and used it to close on his home. And so I was overextended with all of my money trying to close a series of deals, and literally got this call, like you don’t qualify anymore. And what was interesting is I, this real estate stuff was not for me, or maybe it was and I just was doing it all wrong, which is extremely possible. But regardless, like I was under so much stress, like I could the blood pressure was just like it felt like an angry animal was trying to claw its way out of my face. I was like drinking myself to sleep every night. Like it was just horrible. Then all of a sudden, literally, the thing that I had been running from, for years, like total financial destruction, just literally came and landed on my face, like a wet cat, ah, you know, just hit me. And that night when I just realized and kind of like had to accept the fact that it was over, that this real estate thing was done, that my money was gone, that I had nowhere to go, basically, I got the best sleep of my life. That was actually the best thing that ever happened.
David Ralph [17:37]
That is fascinating. And you are preempting many of my questions. But on the join up dots timeline, time and time and time and time again, we find that the darkest points in people’s lives are actually with hindsight, the best points where they look back on it and go, I’d never want to go through that again. But that was the moment that things started turning around for me and you feel exactly the same way.
Jonny Andrews [18:00]
Well, it was a fundamental shift that happened there and I can’t really put my finger on exactly because, okay, you know, when they say when the student is ready, the master will appear kind of thing. Well, that night, a man came. What happened was, I suddenly there was something that shifted, like, I thought I knew everything. And I was young, I was dumb. I’m now older, I’m still pretty dumb, but it’s like, I learned a very valuable lesson there that there there are things that are out of my control, and that I don’t have all the answers, you know, and and that was a very fundamental key piece of piece of the foundation that began to be built in those moments. And it was really at this things that happened afterwards. So most of what I was doing, and all of my mistakes Previous to that moment, we’re all driven by lunatic hubris, like I wanted to think that I was like the dude who knew everything. Now I know, I’m like, I’m not, I’m just, you know, alright, cool. You know, I’m fine with that now, but it took years to get there. But it was the failing and the being crushed, and having to like, rebuild everything, literally, from a zygote level. I learned how to learn, or I learned at least How to Be quiet, and learn from the stillness around me kind of thing.
David Ralph [19:23]
I can’t imagine Johnny that you’re ever still all quiet?
Jonny Andrews [19:27]
very infrequently, but it happens.
David Ralph [19:29]
And so what do you do in these quiet moments? Is it meditation? Or do you have a plan and you go up into a room and you just work on the plan? Or what do you do when it’s quiet?
Jonny Andrews [19:38]
When I you know what, I typically just sort of walk around. I think that’s, that’s one of those things where I’ve found that movement is very important to me. And so I’ll put on headphones, listen to shows, you know, I’ll do you know, basically, whatever it is where it’s like, I don’t, what I found is, you know, back when I was in my 20s, you know, and you were talking about like the hustle kind of thing, like I was all about the hustle. That’s all I had, like, I didn’t know anything, I didn’t have any assets or resort, but I had plenty of hustle. And so now that I’m a little bit older and wiser and you know, I’ve had my butt handed to me on a platter numerous times, I kind of take time away from the hustle to sort of be like I am, you know, I’m going to because simply the act of moving and getting outside of your own thought process can be so valuable. But you just have to take a minute just shut up. Is that a
David Ralph [20:31]
fundamental point that people fail to recognize in their lives when people are trying to transition, and they’re trying to deal with the nine to five jobs and when they’re coming home, and they’re working on side projects, and all that kind of stuff? Is the momentum that they’re trying to build up? better served by occasionally not doing anything? And just reflecting and thinking? Do you reckon? You know,
Jonny Andrews [20:55]
that’s a tough question for me to answer because I was a very different person, I’d be like, you know, five, six years ago, I would have given you a totally different answer. Now, you know, I’m 37, I’m married kid, another one on the way kind of thing and it’s like, I have to create a life, because I want to be a good husband and father. So it’s like, I can’t be that 20 473 65
dude, like, I was like that that’s the guy like the 20, 473, 65
Super hustle dude, was the guy who built his first million, you know, and I look back on that I’m like, I don’t know if I could be the guy I am. Now if I didn’t do that first. And so there, I think that happens with a lot of people, especially when you’re younger, and stuff like that. But now I look back, you know, I’m I’m able to learn faster. And I think the biggest thing is to be able to say no to opportunities. Because before you know, and I look at people who are in the industry who have been in the industry, even for the same length of time, people it’s literally I think almost like a generational thing. Like I work with a business partner, even you know, the past couple of years. Awesome, dude amazing what he did. His entire business was based around like lying around just doing crazy stuff with everybody in every market possible. And you know, when we did stuff together, that didn’t work as well, because it’s like, I wanted to just knuckle down and become like, Captain ninja man, awesome in one vertical, you know. And so it was like a very strong dichotomy kind of thing there. And it was, I think it really came down to the fact that I was almost 10 years older than him. So it’s like, that’s not a good thing. It’s not a bad thing. I think it’s just when you you know, when you get up, when you get up there and you you have those life changing things like kids and a wife and all those things, you know, that stuff, it, you can’t hustle as much. So it’s like, you might need to learn how to leverage other things to do the hustle for you.
David Ralph [22:46]
I’ve never made a million. And it sounds like you you’ve done it. How many times have you made when you sell your first million? How many millions have you made?
Jonny Andrews [22:56]
I don’t know three or four at this point, like, you know what I mean? But here’s the thing, dude, it’s like gay millions.
It’s not like, suddenly your life is like totally different. Like, I’ll tell you some, if you can get yourself to like, 30,000 a month consistently, that’s life changing. Like right there, you can have the most amazing existence in your life, when you’re doing six figures a month. There’s, I mean, I promise you this, even if you have like, if you spend money on the most ridiculous stuff, it’s still kind of hard to blow through. And also your business at that point to sustain an infrastructure that produces that level is is expensive, you know, so the a million dollars is not something you know, people look at that, like all if I could just get there. Okay, it’s really more about the journey. It’s about becoming the person who can handle it. Because the first time I made that money, I couldn’t handle it. You know, I spent it on really dumb stuff, because I went from being you know, broke, because after that whole identity theft, I couldn’t get a job, I had overdrawn my bank account. So they would let me have a bank account, I couldn’t get credit cards, like if I wanted to eat, I had to sell some stuff through the Warrior Forum. So I could get money on the PayPal card, to go down to the store and swipe it kind of thing. And, you know, then I started selling through Clickbank and I was cashing these checks at the local currency exchange, you know, so as like, you know, I did my first million in that kind of weird environment, like I was paying my taxes with these little currency exchange payment vouchers, like I was the weirdest thing ever. You know,
David Ralph [24:36]
and I don’t know. So it’s like, you must have full success you must have done to get to go from where you are, to, you know, not being able to eat and living on a wicker chair and all that to suddenly going I’ve cleared a million pounds, you must at that point for success.
Jonny Andrews [24:52]
I felt I definitely felt better. Like, let me put it this way, because that was hustle time. You know, when that first started, that was an absolute hustle time. And it was there is a I think was rich. Efrain said cash flow is like heroin. And I was very, very hooked on that. Like it was a metamorphosis from an internal perspective, because I went from thinking, you know, I was a total moron, you know, because growing up in a family, a super academics, I never had any kind of like, couldn’t relate to anybody. And like, literally grew up with people telling me I was stupid all the time. I was like, Oh, I guess I must be dumb. to suddenly it’s like, so it was it was interesting, because it was like I was suddenly validated with cash flow kind of thing like that. That’s a very, like, what’s the difference between you know, someone who’s eccentric versus a lunatic? And the answer is money, you know, and that’s what it is. It’s like suddenly I hit that threshold and passed it. And it was amazing to see because it’s like on the outward appearance, he was living literally in like this tiny little upstairs bedroom. I you know, 750 bucks a month renting it was nothing was working on this tiny little laptop still doing this stuff. But all of a sudden now I literally went into this bedroom and three years later came out and was like, felt like a rock star. And so yeah, that there was there was definitely a metamorphosis but it’s it’s it’s unsustainable if all you’re doing is a writing that hubris like it doesn’t work for the long term.
David Ralph [26:23]
Is it? Is it better to have that kind of success? money wise, when you’re older? Do you think it come to you now and you’ve got a child on the way Congratulations, and you’ve got another child and you’ve got a wide? Do you think that it would be a totally different ball game to when you’re sort of 27 and it is Woohoo, time?
Jonny Andrews [26:42]
Um, yeah, I think it definitely would, especially with the factor of the wife. I mean, there’s no way that I’m going to go and buy my friend like a, you know, a luxury kitchen, like I did that I’d literally dropped like, I think it was $55,000 on a on my friends kitchen, because it was the girl that I’ve been dating, when I left to, you know, go live in the office kind of thing. And we are still friends to this day. wonderful woman. And I was like, thank you so much for all of your support. Like she’s literally been like the most staunch supporter, even through all of that of like, everything I’ve done like with all of my friends were like, You are an idiot. What are you doing with your life? She was always like, I see where you’re going with this. I get it. You know, you’re working hard. Just keep going keep going. Even when, like, you know, you know, we were in love and doing all sorts of cool stuff. Like it was, you know, she was devastated when I left because I’m like, I have to do this. And even then she was still support. I’m like, the only thing I can give you is like, because he loves to cook that was her thing. And so I literally went back and I’m like thank you so much. It means like the world to me everything that you did I just do some token gesture that I can do. And literally just completely overhauled her kitchen like the fanciest stuff you could possibly imagine it just it’s like amazing and gorgeous. But that was like all like I do. But yeah, I wouldn’t be able to do that. Now being married clearly because they’d be just life would be a little awkward. Um, but yeah, I think life circumstances definitely dictate what you’re going to do but the the one big caveat to this is I didn’t make money quickly. Like I didn’t get rich quick. I got rich over the course of like when he was I got rich, I got I made money over. It was like a three year epically intensive period. You know, where it just like crawled up that ladder. And then finally, you know, just it started, like really happening.
David Ralph [28:36]
But I know so many people, Johnny, and I’ve been in the same situation, you are saying that you’re using Clickbank and for the listeners out there but aren’t aware of Clickbank. This is where people make products, and they sell it for you to actually sell it to people, you know, on your websites and through affiliate links. And then you get a bit of a commission from it. And I know so many people who have tried for and haven’t made a been on it, Not Not Not a penny, and it just hasn’t worked for them. So what was the angle that you was coming from? That was so Uber successful?
Jonny Andrews [29:11]
Well, the first of all, I failed a lot. I tried internet marketing many, many, many, many, many times before I finally figured it out. The big difference was first of all, I went out and bought products by people that had a good reputation that I knew I would be getting awesome stuff. And today like literally like this day and age, the thing to do is content marketing. And that is basically when you’re writing articles or producing podcasts or doing some kind of like, you know, edutainment, let’s call it where there’s so much stuff out there like it’s info overload is the is the one big killer, like there is no shortage of exactly what you need to do to go make money with Clickbank here’s the here’s the reason why it’s not working for people. It’s not a thing that just works, you have to make it work. You have to get out there there. And you know, someone can tell you, okay, like, I’ll give you an example. So I’m doing this boot camp thing every morning now where I pay this guy to basically kick my butt. So I don’t, you know, become corpulent again. And so today like I’m exhausted, like, it’s like, ah, like, I got no sleep last night, totally exhausted. And I’m having to do these lunge squats. And I hate doing these things. And you know, the trainer comes over. He’s like, what’s wrong with you, man? I’m like, What are you doing? He’s like, you’re doing these things totally wrong. And he’s standing there. He’s like, literally like holding my arms and pulling, you know, and guiding me down. He’s like, this is the distance you want to go to. He’s like, he did it so good the other day, what’s wrong with you now? Like, that’s the big difference. Like, that’s what happens is like, even though I understand what the movement is, and they’ve, he’s shown me the movement, and I have, you know, I’m doing the movement on my own. And it’s different. Now. You know, it’s the difference between book smarts and street smarts between, you know, having emotionally owned that thing that you’re doing, because you you’ve done it so many times, you know it. So it’s not working for people, because it doesn’t just work, you have to go out and figure out what is your unique angle with this training. I can tell you how to become a New York Times bestseller. But most people in your audience and I literally what are you going to do with that? Like you Okay, you could you have a let’s say you have a book like what are you going to do you to go out and do that stuff? No, it takes the years of building up the base and the platform, and that kind of stuff. So it’s like, like, the first time I ever made money was on a Google AdWords Pay Per Click campaign, I was literally as an affiliate, selling two products, how to stop sweating and how to lose man boobs. It was hilarious. And I ended up Yeah, I know, I know, it was it was the funniest thing. And I was like, Oh, this is amazing. And I literally just started scaling and scaling, scaling, because there’s patterns out there, and you have to first discover them for yourself. But there’s very specific patterns, like good example would be, you know, the psychology of how to write a good headline. Well, that psychology of how to write a good headline, let’s say on a blog post, or for like your podcast, that psychology is the exact same psychology that you would use in a press release, if you want to show up on in the in the news, it’s the same psychology that if you want to like go and you know, send an email to people, it’s the same thing. But you have to recognize the patterns in your own version of the business. First, is this all making sense? I just want to make sure
David Ralph [32:27]
it makes total sense to me. And I will summarize it for our listeners afterwards. Because I’ve been involved in this for sort of years and years and years. So I know exactly what you’re saying. You basically creating somebody else’s product and putting an extra shine on it, so that they buy it from you.
Jonny Andrews [32:44]
Relatively Yeah. And you know, you have to learn the process, like Facebook marketing, I spent, you know, 10s of thousands of dollars over, you know, the course of a, you know, a year to learn how to do it really well. And, you know, it’s one of those things where I lost money at first, you know, I did didn’t work because I didn’t really get it, and then all of a sudden I got it, and I’m like, Oh, I can make these campaigns profitable. You know, that’s just how it is like you. It’s like that with paid traffic. It’s like that with a podcast. It’s like that with everything. You know, that’s just the nature of the beast,
David Ralph [33:14]
because because when I started on affiliate marketing, I had that same vision, or sort of the Tim Ferriss four hour workweek laying on automatic pilot doing what I want. And I could never quite get it going. And my first logic on it was by I will sell products online where people are embarrassed about going to see someone and I thought, right hemorrhoids, I’m going to make piles of money. And that was my sort of like, slightly humorous logic to it. And I would create is
Jonny Andrews [33:43]
a burning problem.
David Ralph [33:44]
It is a burning problem. Yeah. And I would try to sell hemorrhoid cream online. And because people are, you know, slightly embarrassed about doing it, they’re just gonna buy it secret, and it comes to me. And whatever angle I turned, it seemed to be that Google at the time was I know, that contravenes terms and conditions, this country means terms and conditions. And I just kept on getting to the point of going kind of almost, just tell me what your terms and conditions are. And I would go just check this 900 billion page document, and you’ll find out, it just gave me no clue. So I kind of gave up on it. And I thought, Oh, it’s never going to work. But so it’s fascinating to hear you say about on a same kind of almost the same kind of logic, the sweating and the man boobs, but you were very successful with it.
Jonny Andrews [34:28]
I wouldn’t say I was very successful, I made my first profits on that. But it was, you know, is definitely something where I had to learn, like I went through lots of keywords before, it really worked. Also, I was doing that like 2000 and 2005 2006 kind of thing when Google AdWords was not like the Gestapo kind of thing that they are now. And what’s funny is like, I’ve even figured out like with Google AdWords, how to like get around that like it’s not hard. You just can’t be in like an internet marketing, make money, business opportunity, lose weight, like all the big things that like be everyone actually wants to know how to do like lose weight and make money don’t sell that. You know, because that’s it’ll kill you. But also, the big thing is like now, paid advertising really doesn’t make as much sense. And a lot of the things like what you’re doing makes perfect sense. Like, here’s a podcast, here’s content marketing, let’s build a relationship, let’s have what I call conversational conversion. And you’re going to save, you’ll save a ton of money, you really will. And and you get to have some fun with it. Like it’s so it’s cool. So it’s like people being people is better marketing than anything you could buy with money.
David Ralph [35:33]
So so let’s get to your your current position, really, of sort of audience hacker you you have come across methodologies to actually build an audience quicker for people who, as you were saying wants to become a New York Times bestseller, people who want to market their podcast, you have kind of crack the code. Would that be right?
Jonny Andrews [35:56]
Something like that. Yeah. That’s very definitely
David Ralph [35:59]
very deep. conversation, Johnny.
Jonny Andrews [36:05]
Yeah, absolutely. All right, I’ll give you the rundown. So when I got married and had kids, I was it was literally awesome seven figure business. But literally, it was like a drunken howler monkey on a broken till two world. It was super crazy. And I had to look at that cuz I was I was traveling all over the world, like sometimes speaking at conferences, sometimes, you know, doing whatever, but always hanging out in the bars, doing the hand kissing baby shaking kind of stuff with everybody. And I was like, I can’t travel as much because I need to be around for the wife and the kid. And so I just turned off my business because I was, you know, selling internet marketing products. I was like, I just don’t like how this how I’m portrayed. It was almost like, you know, I was lampooning myself, in a lot of ways. It’s like, Hey, here’s how I made money. Whoo. And it was fine. It was cool. It was fun. I didn’t made lots of money. It was super nifty, but wasn’t right anymore. And I didn’t want my kid to be embarrassed by it when she grew up, you know, what does your dad do? Always biz ops. Great. So what happened was I there was this sort of soul searching time. And I was like, What do I want to get back to what you know, what do I want to do with Who am I? How do I want to show up in the world? And I was that and you were talking about this earlier, like it bubbled to the surface was like, why don’t you get back into publishing, you’ve loved it since you were a but uh, we you. And I was like, I cool. Let’s do this. And so I had been quietly on the side, I’d actually hired someone to do this for me. But they had been publishing, I’d published 450 books into the Kindle ecosystem, I had not paid attention to any of it. And my goal was, obviously to make some money off of each book, because Amazon is the biggest site on the planet that sell stuff. And I was like, Hey, you know, here’s the all these people that want these books. I was given these books, I had just books everywhere. And they will crappy. They were horrible. They were disgusting. Because I wasn’t like I said, I wasn’t paying attention. And so I was making like, less than $120 a month office whole thing. I’m like, this is just DOM. And so he it is 2010. I had been publishing for over two years at this point. And barely made $2,000 like it didn’t even pay didn’t even come close to even paying for the VA that I had doing the work. And so I was like, This is ridiculous. And one night, my, my father in law came over and playing with the kids and stuff like that. I’m like, Hey, you have a Kindle. Right? Let me borrow it. So I get this dude’s candle and I’m looking at this. And all of a sudden, like, literally hit me in the face. I was like, Oh my god, I totally understand. I went changed everything. And I had written this book called How to finally live debt free and wealthy was poorly written but at least the you know, the How to info is pretty good. Went and changed a couple of things on this book, and literally within a couple of hours, kind of relaunched it ended up outselling Dave Ramsey, super Susie Orman, Robert Kiyosaki, like I get number one bestseller in personal finance, and then relaunched it a couple months later, ended up landing on the was the featured book for all of business and investing for the entire Kindle Store. Right?
David Ralph [39:06]
Let me just slow you down there. Now, I’m not going to ask you the secret ingredients, because I’m sure that’s something that you’re going to hold back. But when you were looking at this Kindle, was it just your experience up to that point that came together? When you looked at it? And when I can totally see this? Or was it just something that was a total fluke that you could see? I know,
Jonny Andrews [39:27]
it was it was I trained myself? I’m what you would call now, environmental deconstructionist? When it comes to like business stuff. Like, let me give you an example. I had not, I have not paid attention to LinkedIn at all. Just never on my radar. You know, I had my fingers and other things two weeks ago, I decided I’d get pay attention to it. I’m now in the top 5% of all the profiles on LinkedIn. So
David Ralph [39:52]
how would you do this for how do you deconstruct something, you know, for somebody like me, something like LinkedIn is just in front of me. And I just look at it. And I get occasional invites from people and I will invite some people. So how do you look at something and deconstruct something that is very
Jonny Andrews [40:11]
well, the basic way to do this is and you don’t need to get good at this, this is the kind of thing like, it’s this is not a big deal. Like I just happen to be, like, my one of my former partners called this like, you know, you’re stupid human trick, like this is what I’ll do is I’ll look at something and be like, ooh, and I’ll just geek out on it. It’s, you know, so it’s not like, you know, your listeners don’t need to have this particular thing. But for LinkedIn, for example, I just looked, I always asked the question, how do the eyeballs flow? You know, what, what is moving the people? Where are they? How can you get to be in, you know, influential in this environment. And the reality of LinkedIn is, if you’re familiar with gamification, they’ve gamified this thing, they’ve turned it into a game like you can watch a progress bar of you improving your profile, you can watch a progress bar, are you getting bigger and groups? And so the LinkedIn thing is the easiest thing on the planet? Because you’re like, Okay, where are people? Oh, they’re in groups. What do you need to do to get seen, oh, participate in groups. So this is like, you know, real rudimentary stuff, like, go forth be interesting. Talk to people, I literally just posted in a couple of groups. For example, there was one, LinkedIn, Chicago, obviously, there’s a local thing. And I am like, you know what I’m going to get out of my house, I’m going to go meet some people. Let’s go have fun with this. And so the week before the event that they were holding, I went and, you know, jumped into the group, and just started posting, I became, within four days, the top, influencer in the group of 93,000 people that was local to me. And so when I showed up at this event, a lot of people knew who I was, because they’ve been seeing my face in the group for the entire time. You know, so it’s like, that’s how you do it, is go there. And don’t don’t poop in their pool. Like, especially like, that’s what was happening with Kindle was people were teaching tactics that were essentially like main lining human sewage into like, a delicate ecosystem. It was awful. And so I changed that. I was like, okay, instead of, you know, hurling tons and tons of crappy books that no one wants to read. Why don’t we create one book that’s helpful, that’s beneficial, that’s targeted toward a specific audience. And let’s do it that way. You know, and so literally, that changed, everything
David Ralph [42:38]
was just so you’re providing value, you’re just finding the market, and you’re providing value to them?
Jonny Andrews [42:42]
shocking, but yeah, that’s all there is to it. Like, just go out there and be cool. And then, like, what the Kindle thing was all about getting into Katie p select, which is the exclusive, you know, you can enroll your books, as you know, as long as you promise to be exclusive with Amazon, that gets you usually preferred places been on Kindle devices. That was the big shocker. Because I’ve been staring at the bestseller lists on the computer, there, it’s a totally different experience on an actual device, you know, and that was the big shift. And like, wait a minute, these books, like the titles don’t make sense. Like, I don’t get why this one’s on top or why then all of a sudden, you see prime prime prime, I was like, Oh, that’s what it is. So I put out like one of the first courses on how to do this. And I did it in the Warrior Forum. Because I had to, I literally had, I looked at it like a crusade, because everybody in the Warrior Forum up until that moment, had been teaching these courses that were literally destroying Kindle, it was horrible. And I’m like, Guys is the biggest opportunity for people since almost the invention of the internet. And you have to stop abusing it. And so I published this course it I think, I don’t know the exact numbers, but I just didn’t grow sales, it ended up as a Ws O, ended up doing like almost $450,000, like in the first two months, that I put it out like it was and I recorded it, it was literally just me in my underwear, sipping coffee, my wife was bringing me sandwiches every couple hours. And I just made this course and just hurled it up there. And it totally changed the entire Kindle publishing industry. And then after that, everybody kind of came out and they were started, you know, obviously, once you publish something, everyone’s like, Oh, I can, I’ll do it, my my way of that. They’ve already kind of like base theirs off of my course, it was kind of cool to watch that happen. But I was the first guy to come out and say, Hey, stop publishing crap, focus on one book, make it cool.
David Ralph [44:34]
Well, let’s just take a pause on here, because I want to play the speech, which is the theme of the show. And this is Steve Jobs amazing speech that he did in 2005. And I want to ask afterwards, once we’ve heard his words, whether you can actually join up the dots of your life, where you can see the path that has led you to that almost really realization. But once again, you can create your own environment. And that’s what I think we’re talking about over time is you making conscious decisions, to to do something, right, do something which is good for the world, and ultimately getting the value back. So this is Steve Jobs
Unknown Speaker [45:12]
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 leaves you off the well worn path. And that will make all the difference.
David Ralph [45:47]
Can you look at your life and connect your dots? Can you join up dots
Jonny Andrews [45:51]
Oh, absolutely. Yeah, that’s that’s man. That’s an truth right there. Yeah, that’s, it’s interesting, because I think, you know, going through the stuff I went through, even though like, he’s totally right, like, I had no idea what I was doing. At the time, when I was 27. And I’d like moved out, I had no clue I, I knew that I had to do something. But what that was new idea, but like looking back, I can absolutely see that it’s like, you know, the the stuff that I did, the steps that I took the mistakes that I made have all kind of like turned me into, including the stuff that I was talking about with the adoption. If it hadn’t been for that I might not, there’s some things, it’s like that were really kind of rough, where it’s like, I kind of had to disengage emotionally. And part of my upbringing was learning how to do that, that’s a defense mechanism I have. So it’s like, if you want to look at like every single kind of thing that happened, I have literally gone through a gauntlet of stuff that is that I have become the kind of person who can handle you know, from a business standpoint, probably not physically, but like literally being lit on fire, you know, and be very calmly serving people dinner while things are just going to heck all around me. And it’s okay, because that’s part of what you what I think, you know, someone who who does this stuff needs to be, you know, it’s a skill that you can develop, but you only develop it by doing that. But looking back, absolutely.
David Ralph [47:19]
I think would you go for that journey? Again, Johnny?
Jonny Andrews [47:23]
Um, it would be harder now with a wife and kid like, I don’t think I could make the same exact same choices. But I think, yeah, I would probably do that again, you know, like, knowing what I know. Now. That’s what I liked. I think I was talking to so but Jonathan Herbert, he’s one of the co co owners of the internet marketing party in Austin, Texas. I was literally just on the phone with him. Before I was talking to you. And I was like, man, youth is wasted on the young. Like, it really is. Because it’s like, you think about all that energy, that time that freedom you have. And it just Ah, but if you sent me like, took my brain and sent it back to when I was like, you know 15 First of all, I punch myself in the face. But after I was done with that, I’d have a very different life life trajectory.
David Ralph [48:09]
Well, we’re going to do that now we’ve actually going to send you back in time, because this is a part of the show that we called a sermon on the mic. And this is when we play the theme tune. And while it’s playing, you get transported by magic, back in time to a room. And if you walked into that room, and you saw the young Johnny Andrews, wonder what he would choose, would you choose the 15 year old one and punch him in the face? Or would it be an older one? Would it be the 27 year old? Well, I’m going to play the music and when it slows down, your up? This is the Sermon on the mic.
Unknown Speaker [48:42]
Here we go with the best of the show.
Jonny Andrews [49:00]
Definitely 15. Absolutely. That’s that key transitional phase right there where you’re so young, and you absolutely think you know everything. And so going back to that particular moment, one of the biggest lessons that I’ve learned is like no person is an island. And you need to seek the right kind of help. That’s a big one is like, you know, be wary advice. Everyone has advice. And so you want to look to get advice from people who have been there, which is typically not going to be your circle of friends. You know, it’s just very, it’s a really interesting sort of environment. Because it’s like, when you’re young, you’re probably doing everything wrong, which is fine. That’s actually probably preferred, I think, you know, so it’s like, I don’t think I’d want to go and I would absolutely want to make mistakes. But the one thing that I would like to really, really, really, really probably do over is to source information for better people than what I did. You know, if you want to be an entrepreneur, don’t talk to academics, you know, if you want to, you know, if you want to do something successful, talk to people who are successful, find that stuff out, like seek guidance from the correct sources that that would really be the biggest thing.
David Ralph [50:18]
What do you think you would say, if you could go into the future as well, if you could meet a sort of 4044 year old Johnny, same ages, maybe you could make a 44 year old Johnny, what do you say to him? I’ve never asked this question before.
Jonny Andrews [50:31]
Oh, interesting. Now, in that case, you know, I don’t know, I probably I don’t think I’d say anything to me, I’d probably just shut up and listen, because I find that the longer I go in this, the more I learn. So it’s like, you know, I’d be very curious to see if my hypotheses are correct. You know, just in terms of personality, you know, I was, after the whole white kid thing, I was a little bit like, Oh, my God, I don’t know who I am. And I ended up hiding behind people a lot. And so, you know, it’s really been in the last year that I’ve sort of come back up to the front. And that kind of thing. And I just want to you know, I definitely look forward to see like, how that has manifested itself, because the two truths I have learned, and I definitely, you know, would like to see the result of this. But these things just I have seen it is fundamentally true, is you pick something like, Who are you and who do you serve, and then you pick something and you literally put one foot in front of the other, consistently make small pivots. You know, when mistakes happen, or like you find out that you’re going slightly the wrong direction, but just keep it up. Because that’s really what you know that that’s what everything comes down to just keep it up, and you will be absolutely fine. And I want to see the result of that.
David Ralph [51:40]
Johnny, how can our audience connect with you, sir?
Jonny Andrews [51:44]
I’m a mystery. I’m kidding. You can go to like my show, for example, audience hacker, I can find it on iTunes, which is awesome. Or go to audience hacker.com. And I’ve actually got some really cool training, if you want to check it out. It’s how we sold one Kindle ebook sold over $30,000 in seven days. And so I literally break down the whole training course right there.
David Ralph [52:06]
And are you on Twitter and LinkedIn and
Jonny Andrews [52:08]
all that? So yeah, I guess if you had five minutes to audience hacker on Twitter or audience hacker on Facebook, and then LinkedIn is just Johnny Andrews, go and find me there. Yeah, I look the same. And all of my pictures I found that helps.
David Ralph [52:21]
Well, it’s been an absolute delight speaking to you tonight. And thank you so much for spending time with us today, joining up the dots of your life and Johnny you have to come back again when you have more dots to join up because I found it fascinating talking to you and I love the passion that you show and I just love the kind of the kind of controlled madness really plays to my my passions. So I believe it but joining those dots and connecting our past is the best way to build our futures. Johnny Andrews, thank you so much.
Jonny Andrews [52:47]
Thank you for having me
David doesn’t want you to become a faded version of the brilliant self you are wants to become so he’s put together an amazing guide for you called the eight pieces of advice that every success 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.