Welcome to the Join Up Dots Podcast with Robert Brus From Go All In
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Introducing Robert Brus
Robert Brus is today’s guest joining us on the Join Up Dots business coaching podcast and is a guest that i really wanted to come on the show.
Quietly in the background I have been watching his business start from the very beginning.
His business is called Go All In and as you will hear in today’s show he is someone who is living this mantra big-time.
As he says “I’ve been lucky in my life to experience many different professions. It all started in the Australian Defence Force when I was just 17-years old.
I joined the Royal Australian Navy as a Combat Systems Operator and was responsible for the operation of the warships radars, sonar and electronic warfare sensors. It was a great job where I travelled the world with my mates and loved every second of it.
But I longed for more and soon after my time was up I found myself in the Australian Army progressing through my basic infantry training and onto my Battalion 3RAR and the Parachute School.
How The Dots Joined Up For Robert
Beyond the ADF I have experienced many different jobs and ultimately I have found my feet outside the military as a digital marketer and entrepreneur.
Life for me is super busy with 3 beautiful children (2 teenage boys and an 11 year old girl) a woman I love dearly and several businesses but I wouldn’t have it any other way.
I created the “GO ALL IN” podcast to share the stories of all the amazing people I know and hopefully in the process add some value back to the world with these lessons learnt and the heartache and triumph that they have created.
With all businesses that look like instant success, what has been the true story behind GO ALL IN?
And where does he see people go wrong when they start, GOING ALL IN for the business, but GOING ALL OUT for their own health and mindset?
Well let’s find out as we bring onto the show to start joining up dots with the one and only Robert Brus.
During the show we discussed such deep weighty subjects with Robert Brus such as:
Roberts shares how his wife really pushed him into signing the London Real course and why his ego got in the way of developing his future.
We discuss how so many online entrepreneurs struggle with the imposter syndrome and keep themselves hidden from the world at the beginning..
Robert shares Grant Cordone’s belief that obsession leads to success. But honestly how many people truly get that feeling in their work?
Robert asks the big question “where does money come from” which more often than not people cannot answer.
How To Connect With Robert Brus
You can also check our extensive podcast archive by clicking here – enjoy
Audio Transcription Of Robert Brus Interview
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 [0:22]
David Ralph Yes hello a good morning now to the Well good morning to every single person who listens to Join Up Dots and as always thank you for being here absolute delight to have your time and your is and of course it is a delight to have today’s guest as well because most people that come on Join Up Dots actually asked to come on Join Up Dots. It’s that kind of show, don’t you know, but this guy was somebody that I actually really wanted to come on the show so I reached out to him because quietly in the background I’ve been watching his business start from the very beginning, after Stumbling on a video that he made with a UK podcast co Brian rose London real and I watch the video and I thought oh, let’s find out more about if this guy is actually walking the walk. And he certainly is. His business is called go all in and as you’re here in today’s show, he’s someone who is living this mantra big time. As he says I’ve been lucky in my life to experience many different professions. It all started in the Australian Defence Force. When I was just 17 years old. I joined the Royal Australian Navy as a Combat Systems operator and was responsible for the operation of the warship radar has sonar and electronic warfare sensors. It was a great job. I travelled the world with my mates and loved every second of it. But I longed for more isn’t that always a storey and soon after my time was up, I found myself in the Australian Army, progressing through my basic infantry training and onto my Battalion, three RH or RIR and the parachute school. Now, beyond the IDF, I have experienced many different jobs. And ultimately, I found my feet outside the military as a digital marketer and entrepreneur, like the me is super busy with three beautiful children, two teenage boys and an 11 year old girl, a woman I love dearly and several businesses. But I wouldn’t have it any other way. I created the go or in podcast to share the storeys of all the amazing people I know. And hopefully in the process, add some value back to the world with these lessons learned and the heartache and triumph but I have created. Now we’ve all businesses that look like instant success. What has been the true storey behind go all in? And where does he say people go wrong when I start going all in but a business? Did I actually start going all out Balboa and health and mindset and forget that kind of thing? Well, let’s find out as we bring on to the show to start Join Up Dots with the one and only Robert Bruce.
Robert Brus [2:48]
Good morning. How are you, sir? Good. I David. I’m really well my thanks for having me on the show. And what a great intro to bit surreal hearing somebody else read that stuff? I haven’t been for quite a while. So it’s quite a cool.
David Ralph [3:02]
And then we’ll start right with that. Because Do you still feel connected to that person? Or do you actually just think to yourself, wow, that I know, it was me. But I mean, it doesn’t feel like me at all anymore.
Robert Brus [3:13]
It feels like a lifetime ago, it feels like the I guess life gets really busy for all of us. And when you look back at at 10 or 20 years ago, it’s like really that that did happen that I did live those experiences. But now it feels very detached these days. But it’s good to have lived that and to have experienced those things that set me up for where I am today. That’s for sure.
David Ralph [3:35]
I have old mates I used to hang around when I was younger. And we used to go to concerts around the world and I keep on sending me. Do you know we went to this concert 35 years ago, and we went to this concert 30 years ago and I’ve been lucky hell, you know, life does go quick. I don’t want to sound like an old fart. But when you get to Well, I’m going to be 50 next year, I’ve suddenly become aware of limited time we have.
Robert Brus [4:02]
Yeah, absolutely. I would agree with that. I as I approached 40 years of age, many men would probably resonate with this, but I would got myself in a really bad tease about turning 40. And my brother said to me, don’t worry about it, mate. You know, it comes in it goes and it just happens. And he said What are you so upset about anyway? What are you freaking out about? Anyway, I’m like, man, I haven’t done all the things that I want to do. And it’s just rice. And by so quickly, and I’m halfway through it. And Gosh, I haven’t even really got started. And he’s like, well, you better do some more and and get on with it. So I took that advice under, I took that under advice from the wiser, bigger, older brother.
David Ralph [4:41]
Well, he is a wise man, for sure. And so many people out there, don’t take that advice. And they just go through the motions Now, why I particularly wanted you on the show is because you decided to do something in your life, he decided to become a digital marketer and entrepreneur and strap a podcast on that was so many people do a podcast and they think to themselves Yeah, all I gotta do is learn the technical aspects. And so a launch here. And that is going to be global domination. And as we know, that’s not the case. There’s so much to me, that what impressed me about you. And this is why you know the the nuts and bolts of why I wanted you on the show. You decided to go on a coaching calls to learn podcasting, you went to a guy called Bryan rose, who does the amazing London real podcast. And not only does he coach you over eight weeks, and it’s a big investment for you, you also pay the investment to fly from Australia to the United Kingdom, and back again. Now, that was credit to yourself. Because I see time and time again. People think that they can learn it on their own. They can go back and forth, they can go to YouTube, but you knew that by going all in it really meant investing in yourself? And Was it scary time signing that check and realising Actually, I’m actually going to do this thing?
Robert Brus [6:06]
Well, you know, it’s they’re great, they great questions and great comments that you’ve got there. And it’s so important to remember where it all comes from. But, you know, I think I can’t take credit for going on that course because it was my missus who said it to me because I had this idea of creating a podcast and amplifying a message and using it to help me with my networking and win more business and all that type of thing that many people experience and wants to do. And you know, always like everyone, I’ll just like learn it from YouTube. How hard can it be? You know, I’m a pretty smart boy, I’m in it. I’m Oh, you’re
David Ralph [6:40]
so stupid. Well, but you’re so stupid to think that.
Robert Brus [6:44]
You know it. That’s just your ego talking right in. And my missus said to me, hey, Rob, have you seen this before you watch Bryan rose all the time, he’s got this course. Did you did you know that and always locked down? I didn’t know that. What’s that about? And anyway, you know, back in and forth thing and getting inside of his ecosystem. And inside of his sales funnel and understanding how it all worked. It was all it was all really good. And it looks really great. And it was in the end, I was sort of like, well, Tony Robbins says that, you know, success leaves clues, and you don’t have to go and you don’t have to count, create the path yourself. Just do what successful people do. And the guy’s got like 15 million views on YouTube, that he’s an incredibly skillful interviewer. And the funny part about it was, you know, to answer your question directly, was it hard to part with the money? No, not really. But the minute I got on the course, the first thing that he asked us to do was to go and on a Facebook Live and tell the world that you’re about to create a podcast. And instantly I said, I’m not doing that, if I’m going to do that. And it was like a hang on a minute, you just paid a couple of grand for this thing you better.
David Ralph [7:48]
And what why were you? Why were you reluctant on that. But
Robert Brus [7:52]
it was just my ego in the white right me thinking that I know. What are you talking? What do you know about podcasting, look out on a Facebook Live, put the hell What a stupid thing to be asking me to do is the very first thing off the bat. But really what he’s doing is he’s trying to force you to find your voice and force you to articulate your message and force you to tell the world where you’re going to go and create a podcast and put your message out in the world, you bet you’re going to start right now. And this is how you’re going to start, this is what you’re going to do. And for me, it was a real, I really, really had to stop myself and get out of my own way. And I never realised how big my ego actually was. And at every turn, I was eating a piece of humble pie. And I felt like I was stuffing Humble Pie down my throat consistently through that course. Because I really didn’t know anything in the scheme of things. And I’m glad in hindsight that I didn’t try and learn it from YouTube. And looking back at it, I think from memory, I must have only looked at half a dozen videos on YouTube about how to get started and and what to do. And in in the end that had been proven to be a really, really good result, the best way you could possibly do it is by learning from somebody who’s already doing it or has done it and has got an experience in it not from watching 10 minute YouTube videos from people that don’t really know what they’re doing and don’t really have a show. That’s anything that’s resemble success. It was it was easy to part with the money in the end. And it was certainly a very, very, very worthwhile investment. Looking back 18 months ago it was man, that’s the best two grand I spent in a long time.
David Ralph [9:24]
I think what he said was incredibly wise and reflecting on my own journey of Join Up Dots. I remember when I I first came up with the idea and nearly six years ago now when I first launched, and it was still wild west time in podcast, it was you know, people didn’t know what podcasts were it was it was totally different ballgame. And I was embarrassed to tell people, I’m not people that didn’t know me. I was quite proud. And I was go Yes, I’m a podcaster. But the people that I knew from my past, I found a big anchor with what are they going to think? Who are you to do that? Why you doing man who’s gonna listen to you? So the fact that he said, right, let’s get this out of the way and get your voice out there. That’s why stuff and that that is worth the two grand in itself, I would have said,
Robert Brus [10:12]
Yeah, I think everybody that kicks off a podcast suffers from exactly the same things that you suffered from there. I know that I had severe imposter syndrome, when I first started. And that was because I kind of flip flop between subjects and things that I wanted to talk about. Originally, I wanted to have a show about digital marketing, because that’s the space that I’m in. And then I was kind of like well, going through the process that London real takes you through and then Brian takes you through, it’s like, well, what are you going to do for 500 episodes or 1000 episodes, you can’t talk about digital marketing that long, I’ve only probably got 10 episodes of content that I could talk to a microphone about or create YouTube videos about, you know, sitting at a at a desk and a microphone and doing that up for an hour. That’s a lot of content, it’s a lot of stuff that you can get out there and really didn’t have that much to say because in like all good businesses, when you get good at business, you do the same thing over and over again. And when you repeat that, and it makes money, you just keep doing the same things over and over again. And over the years, I’ve got really great results for clients doing really rudimentary things and fundamental things that most people new and everybody has these bad habits of over complicating things. So out the window went the digital marketing idea. And then In came the the futurism idea. And then I looked out there to see what was out there about those types of podcasts. And it just wasn’t, I just didn’t have enough knowledge, I didn’t have enough skill. And then I was really it was such an introspective process of trying to work out what the show is going to be out. So I had this burning desire to share the message with the world. And I realised what I was wanting to do was to share my opinions with the world. And then I thought, what could I do people all people have got storeys about never quitting or not quitting or giving up. And I figured that was a bit kind of bit left of Centre for me because I’d quit doing a lot of things in life. And I really, I really should have stuck with them much longer. So I couldn’t really do something about not quitting because personally I quit too much. And I looked at and I thought I really do go all in on a lot of stuff. I take these crazy harebrained ideas that I have in my life, and I just go for it, irrespective of consequence time outcomes, whatever the problem might be, I just go for it. And I really go all in. And you know what, I’m not the only person like that in the world, everybody has got a goal in storey of some description. And then the brand was born, the goal in brand was born on you know, to be clear, I didn’t coin that phrase, all those words that’s been around forever. And all I did was create a brand around that and started telling storeys in and around that. And it was incredibly powerful for me to do that and to share other people’s storeys and like all podcasters you start with the people that you know, the your friends and and your close colleagues that are happy to share a storey and support you and encourage you. And then pretty soon after that I started attracting people to the show and talking about those things. And it took me about 20 episodes to get over my imposter syndrome, maybe a little bit longer than most because I felt like I was shouting down an empty Hawaiian wasn’t getting really any feedback from any sort of audience. But that’s because the podcast is brand new, there’s not that many downloads, there’s not that many people listening to it. But pretty soon I started to tell some health related storeys and then started getting some feedback. And in that feedback, there was really positive comments really positive things. And I realised then that I maybe I’m doing something right here, maybe, maybe just because I’m not getting the feedback and doesn’t mean I’m not on the right right track. I’m just going to keep going with this. And I kind of dug in a dug my heels in and I redouble my efforts. And I just I just went for it. And before I knew it, I hit up against 50 episodes, 70 episodes, 80 episodes, and I’ve just watched over 100 episodes now and that I recorded five episodes today, and tomorrow, they’ll be five more episodes recorded in studio with people live not online, but in studio live. So yeah, it’s really, really exciting thing to be doing. And look, when you go all in on things, you just never know where it ends up. Hopefully it ends up where you want it to. And that’s what’s happened for me here.
David Ralph [14:17]
Well, I was going to jump in background, and I’ve had to keep this fort into my mind because you said that, you know, most people go all in? I don’t. I don’t Robert and I’ve seen this time and time again. And I will speak to people and through through Join Up Dots, I do a certain amount of coaching there. And I will speak to people and I will go to me. Yeah, David Yeah, I’m absolutely into this. And you know, there’s nothing that’s going to change my mind. And then you don’t hear anything from them. And then you chase them up, or you speak to them on emails, I mean, you don’t even get a response. You know, it’s very, very rare. But somebody does go all in now, where I want to spin this on its head is better the difference between going all in, in action, and going all in, in knowledge. And it I think that with a business, when it becomes an obsession back is when you know you’re on your path. And certainly with Join Up Dots from the moment I started it. I was obsessed, and I’m still obsessed 1600 shows in about trying to get the best audio the best by the questions that really go deep. You know, it’s it’s not just something that I do, even though it might just sound like I throw it together and press a few buttons and throw it out to the world. It’s not that case at all. Do you see the same thing? Is this a business now but you are actually obsessed about and it’s gone into that almost financial hobby stage where every bit of time you’ve got you’d be quite eager to run back to it and give it a go.
Robert Brus [15:53]
Yeah, we’ll look at it’s well beyond a hobby. It’s it’s a full time business. And I make a full time living at of what I do doing this, which is pretty incredible, considering it’s only been, you know, 18 months, but I do quite well out of it from a financial perspective. It’s pretty, pretty interesting. But I love the terminology and the vernacular you use around the word obsessed. There was a while back, I read Grant Cardone his book, The 10 x rule. And the 10 x rule is about doing you know, everything’s 10 times harder, it takes 10 times longer. And it you know, you’ve got to work really, really hard to get what you want. But if you think of, you know, if you’re making $4,000 a week, this week, if you try and double that, you could probably double that yourself. But if you try and 10 X, something, it presents a new set of problems. I earned $4,000 this week, well, that’s awesome. That’s a really good paycheck. But what would I need to do to earn $40,000 next week? Well, it presents a different set of problems and grants book, really the 10 x rule was missing a couple of things. And he The next book that he wrote, and put out pretty shortly after the 10 x rule was called VOB, or be obsessed or be average. And I felt like when I read that book, for the first time in my entrepreneurial career, I wasn’t crazy. Because I was obsessed about my digital marketing agency, I was obsessed about delivering the best products and the best services and the best results that I possibly could with my team and for myself. But more importantly, I love seeing clients get the results that I couldn’t get elsewhere. And we were obsessive about getting those results for them. And you know, I would I would work from I’d be out of bed at five o’clock in the morning, go to the gym gets me a straight straight in the car straight to work, take me 90 minutes to get to work with the bloody Sydney traffic. And then I’d work two or five or six o’clock in the evening, get home, eat dinner, do a little bit of family stuff, and then get straight back at it till 11 o’clock at night and then going do it all again. And you know, it’s an obsession, it’s an obsession to do those things. But if you you want to be average, then well, you can be average and just work nine to five, Monday to Friday and just get an average result that if you want a really good result, you have to be obsessed about it. And I really love what you say about you know, it’s not just turning on a microphone and pressing a few buttons, you’re obsessive about delivering the best quality, the best content, the best of everything. And I would echo that that’s how I’ve approached this. And that’s kind of part of the the goal in mindset as well of doing whatever it takes to succeed. Well, you know, I’m guilty of like everybody of buying a course online for 500 bucks or 1000 bucks and sitting there for the first 10 videos of you know, potentially 500 videos. And that person who’s created the course is done that you know that taking 12 months to create it. But I’ve only watched 1010 of the 500 videos on I’m guilty of that I’m guilty of not going all in. And I think part of the reason that people do that is because they don’t set themselves up properly on the front end of it. I like the idea of the result that you get on the other side of it. But once you get into the weeds and actually get to the action, taking part of it, it can be really, really hard, and sometimes to be boring. And it’s pretty easy to lose interest on things when there’s so many other distractions in life. If you’re going to go all in on something, you really need to set yourself up for success. And you need to get your mindset right, before you do that. So get your ducks in a row from a mental perspective before you pull the trigger and jump off the cliff.
David Ralph [19:29]
Well, let’s listen to some words now. And then we’re going to come back to Robert
Oprah Winfrey [19:33]
is Oprah. 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 stuff. 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 [20:05]
Now, when I started all my online businesses, I wasn’t overwhelmed Robert, I went at it like like a steam train, I was going to achieve so much quicker than anybody else because I had this mentality. But if I worked long and hard, it would make it easier for me, you know, I would get over that hump quicker. And as I talked about, literally every episode of Join Up Dots I ended up in burnout had to take quite a lot of time off of everything other than doing the podcast. And I lost track of my my clarity, my goal. Now funnily enough, from the other side about I gained even better clarity about what I wanted in my life. But I couldn’t see it at the beginning. Now when Oprah says just do one right thing, the next right thing? Are you aware of what your next right thing is? Or are you like so many entrepreneurs, spinning 15 plates, and I have a kind of three quarters down the main ones almost there. How are you doing it?
Robert Brus [21:08]
Such an accurate description, isn’t it? Like so many people in small business experience those that that exact analogy that that is so accurate. For me, it was like that, I’ve got a really bad habit of over complicating things because the nature of digital marketing the nature of what you know, the background that I’ve had, and what I’ve done is very complicated and forever changing. It feels like it’s in a constant state of flux. And for me that feels like I’ve got to move with that all the time. But really, there’s some fundamentals there that never ever change, they always remain the same. And an example of that is copywriting. You might have the world’s most sophisticated advertising platform in Google AdWords or Facebook or some other platform that you’ve never heard of. But the reality is unless you go good copy in there, you know, moving the buttons and the leavers doesn’t really matter so much. So, for me, I’ve learned in business to stop overcomplicating so many things, and to develop a single minded focus on prioritising and executing. And for your listeners out there that listen to the Jocko willing podcast I listened to a lot of Jocko stuff has been a big influence on me personally, I think, you know, just the way that he he talks about stuff in the war storeys that he tells and the military background that he has, it really kind of resonates with me. And there’s a couple of fundamental things that he talks about that resonate with me as an infantry soldier. And they’re really simple. The first one is to prioritise and execute. The second one is to cover and move. And the third one is to have a simple plan. And if you follow those fundamentals in those things, in almost all aspects of your life, you will stop yourself from spinning eight or nine plates at a time and having, you know, 15 different things, three quarters finish, and only one of them finished that the one that’s not important. And for me, whenever I get a little bit overwhelmed in business, what I do I always stop myself. And in in the military, particularly in the army, when something goes wrong, what they do is they say Stop, stop, stop. And they shot that at the top of their lungs. I’m not going to do that in a microphone and people’s earphones as they’re listening. But I always when I feel overwhelmed like that, I feel myself saying stop, stop, stop. And then what that does is it forces me to prioritise what the most important thing is right here. And then to execute on that thing and see that through all the way through to completion. And every time without fail in business the most. The number one priority priority that I have in business is cash flow. So what is it that I should be doing that’s going to generate cash flow and revenue for me, and everything else can stop and wait until that cash flow problem is solved. Because without cash flow, you don’t have any lifeblood in your business and everything else is actually irrelevant. So for me, I’ve taken the approach of prioritise and execute, cover and move and have a simple plan. And for those those military inclined type folks out there, I’m sure you’ll, you’ll understand that as well. And if you’re not so military inclined, that the nature of the vernacular and that and the language there is enough to help you to understand that it’s actually pretty, pretty simple to use that and don’t overcomplicate stuff, can that simple plan, prioritise and execute and you’ll be okay in business and it’ll stop feeling overwhelmed.
David Ralph [24:32]
I use a rule of three rubber, I think, if something can’t be structured in three steps, so I’ve got a product, show it to the people that want to buy it been, there’s something wrong. And it’s what is one of the battles that I’ve had with sales funnel was I love sales funnels, and I understand totally, but quite often, there’s too many moving parts. And I think to myself, there’s got to be simplicity in it. Because be this has always been operating. And through 1600 episodes, anyone who listens to Join Up Dots, whatever heard me say this, I do repeat myself a lot, Robert, but we only make it complicated now, because we’ve got the tools that other people are making by you want to sell. If we went back into the basics of business, like they would have done 200 years ago, they would have met in a marketplace, they would have lifted up some sheep and said, I want $50 over and somebody would say yes or no, it’s as simple as that. And I think one of the issues that people have specially as starting entrepreneurs, is all these gadgets, and all these Click Funnels and all these lead pages and everything that needs to be done, takes them away from the customer, and being able to actually connect with the customer. Because it’s all about that. And that’s what you do really well. That’s what comes across on your website. There’s an honesty and there’s an integrity about what you do, but has been bought me into your world, I’ve seen a different way of operating. And you know, it’s a credit to you, I’ve had some of your clients as guests on my show. And you actually have the money to have them on the show. And I’ll be totally transparent with her. But I wouldn’t just take that, because it’s my show that’s important. You know, I wouldn’t just take over as a bit of cash there and I had that person, it’s got to be right. And you understand that bridging of the connection between the customer and the end product.
Robert Brus [26:28]
You I think you’re hot lot of really important issue there, David with with the commotion and the endless changes around funnels and pages and, you know, on on one social media network, they’ll say, look at this amazing sales funnel that converts at 27%. And then you go to some other social media network or see an ad in YouTube somewhere that says sales funnels are dead. And if and if you don’t have a good understanding of what any of that language, your vernacular means it can be really, really super confusing. And whenever I onboard a new client in the digital marketing agency, that there’s only one question that I asked them on the front end, because usually people have got enough information to be able to have a fairly informed conversation, they can usually understand the language of digital marketing. And the reason they’re seeking another supplier or another vendor is because whatever it is that they’re doing, or whoever it is that they working with is not achieving the results that they’re seeking. And they think that they can get a better result, I just need to find the right people to do it. And inevitably, that is right to a point. But I always like to start off by asking people, where does money come from? And they always think that I’m going to solve their problems with some fancy advertising, hacking the Facebook ads platform or some copywriting hack that they’ve never seen before. But the reality is, when you ask somebody that question, Where does money come from? They look at your lock you from another planet? Well, what are you talking about you more on? I’m here to have my digital marketing fixed know, where does money come from? And I persist with that until I either get an answer I don’t? And the answer to the question is money comes from other people. And when you try and use digital marketing to try and money’s not coming from a computer, money’s coming from another human being on the other side of that screen, whether that’s a desktop, a laptop, a tablet, or a phone, it’s coming from another human being. So you need to build connection with them. And in some ways, everything that is everything that was always new again, in that sense, because consumers are tired of being sold to it. Think about your own user behaviour, as you scroll through a Facebook feed and you just scroll on right past those ads. I don’t know about you guys where you are in the UK or where your listeners are in the world. But after about 6:30pm in the evening, the Facebook feed here in Australia is just full, absolutely stuffed full of ads during the day, hardly any ads in the morning, not really that much. In evening, it is just absolutely stuffed full of ads, and banner blindness is is rife. And consumers are just so over that type of thing. And my experience with it being has been quite negative. And I always say to people look, maybe you’re looking for love in all the wrong places. Maybe it doesn’t reside in Facebook, maybe it doesn’t reside and Instagram. Have you ever thought about generating some leads where you can actually get on the phone and talk like a human being? And you speak to another person? And I again, I like what are you talking about, we use digital marketing, we make money this way. But you know, I’ve seen good old fashioned telephone calls work exceptionally well, when you’ve got some skilled sales people on the end of the line, you can make a lot of money doing that. And for me in my in my agency, that’s exactly what we do. It’s old school, we initiate the conversation via LinkedIn. And then we ascend the conversation into a phone call, sometimes an unsolicited cold call, hey, we connected on LinkedIn, I’m sick of typing messages, wondering if you just got a couple of moments to talk like a human being instead of typing like a robot only take a second of your time. And
David Ralph [30:12]
those that come through to LinkedIn, I’ll be honest, and I used to do calling in the City of London back in the 80s and 90s. And so I understand back in the day, back in the day, when you was just running around with scabs on your knees, probably but um, but now I hate those messages in LinkedIn. That you know, to me that they’re just, they’re so cheesy, they’re so disconnected. And I can’t understand why anybody would go actually Yeah, I will. I’ll keep you some time, I’ll speak to you, it just seems wrong to me.
Robert Brus [30:43]
Well, look, you know, we found that we initiate the communication via LinkedIn and send it to a phone call, it really goes from a cold call in there, the caller ID or the cold call is that they’re ready to go and do something else and schedule it. And we go ahead and do that it’s not really a unsolicited, but it’s still a cold call, because you’ve never spoken to them before. But that that yields us really, really good results in what we do. And I guess it’s got to do with the product and the market and the match and the message and all those sorts of things. You know, it’s the right combination of things to get that to work. But I’ve seen time and again, where digital marketing works exceptionally well for people. Without the the human connection just with the straight up product, the straight up copywriting and images and videos and whatnot that worked exceptionally well. And I’ve also seen that failed dismally. No matter no matter how many times people try and change it up, or do it in different ways, or try different strategies or hacks, all the hacks in the world are not going to work for you, if you’ve got a crappy product, you know, nothing, no amount of marketing or advertising or skill sets going to solve the problem. If you’ve got a crappy product in a crappy message, you’ve got to get that squared away first on the front end. And if you’ve got that right, and you’re matching it up to the market correctly, then it can be incredibly profitable and successful for sure.
David Ralph [31:58]
Now let’s take you back to beginning Bain, and we’re going to go to the London real because London real if people out there that don’t know, this is a podcast that started with very humble beginnings. And Brian has taken it to seven figures up and he has now and it’s not just a podcast, there’s a an office up in London, there’s a studio, he has employees, he’s always recruiting. Now, when you look at that, Robert, what has he done differently because we all start podcast, basically from our back garden really like I have or our back back office or wherever we are. But he has bridged that gap of first getting money and because that that, you know you touched on that earlier. Cash Flow is the killer until you get money and people say why don’t you outsource? Why don’t you do this, but there’s a lot of people just not getting enough in to be able to outsource and they’re trapped in that vicious circle of doing everything themselves, which ultimately leads them to not getting enough money in what do you mean Brian did DD bridged that gap? So successfully? Do you think?
Robert Brus [33:03]
No, I think I can answer that question pretty simply actually. And what you’re describing, I see a lot actually in business in the consulting work that I do and, and back through the agency stuff as well, I call it being stuck in second gear. And for the for the older folks amongst us that can drive a manual car, you know, you can get you can get a decent way in second gear, but you can really only get to about 60 or 70 cars. Now in most cars, if you’ve got a good car, you might go a little bit faster, I do 90 K’s now or something like that. But the reality is you got to put the clock chain and and bang it into third gear. But when you get into third, you go straight into fourth pretty quickly as well. And when a business is stuck in second gear, what I find is they they end up with that that endless merry go round of not enough cash flow, but not enough sales to increase the cash flow. So what just because you have more sales happening, it doesn’t mean that you’re necessarily going to be more profitable. So what I see in second gear, the these businesses are generally not making enough margin on the products that they have. Most businesses are making about a 30% margin, if you can sustain a 30% margin on what you got going on there, you’ve got a pretty good sustainable long term business. But what I’ve seen when businesses are stuck in second gear, they usually below that 30% threshold. And if you can get it somewhere around a 50 to 60% margin, you’ll get out of second gate pretty quickly. And you don’t necessarily need more sales, what you need is you need more margin or more profitability in the sales that you’ve got. So the way I think that Brian became successful with London real is by building that audience really big really quickly. And if you know the storey of London real and you might know that Brian went and met with Dan Pena, and we went and did the course with Dan Pena, and Dan Penny is famous for being the $50 billion man, and he’s not worth $50 billion. But he’s trained students and coached people to earn more than $50 billion, it would be a lot more than that, now, and he and he’s famous for for doing that. That’s kind of his nickname in that industry. And when Brian went and did that course, with Dan Pena, he’s come back from that. And he said, Well, I’ve got this really big audience have spent all these years building this audience and this podcast is now time to monetize it. And then all he did was he took them off YouTube, and he sent them back through his website, he work work the email list, got him onto his email list and started selling products to him. And he just designed a series of products, created the London real Academy, and then ascended himself into that as well. And that’s a that’s a really kind of block standard model. That model exists in a lot of different places out in the world. And there’s a lot of different ways that you can actually do that type of thing. I’ve seen a lot of YouTubers create the same type of model a lot of really smart ecommerce guys and girls out there that have really great Shopify stores, or magenta stores or whatever products and services that they’re selling, that I’ve seen a calm theme, where what they do is they create 10 or 20, how to videos in a YouTube channel and put that into a playlist. And that playlist looks like a course it looks like $1,000 course. And then what they do is they at the end of those videos, they send people to say, if you if you like what you see here, I’ve got more detailed course where I can take you through a programme, you get a little bit of coaching and get this and the outcome will be that. And what they do is they use Facebook to target really, really specifically to bring people over to the YouTube channel because there’s nothing to buy here. And it disarms them completely brings them inside of their ecosystem, they see the interstitial ad either at the end or halfway through the actual video and they ascend them into their, into their ecosystem to their website as well. So that’s, that’s not a new thing. That’s a very, very simple tactic that lots and lots of people use through YouTube and and that’s what Brian did. Brian already had that really large audience in YouTube. And all they did was send them to the other platform, in this case was his website and his email list old school. And believe it or not yet email is still works incredibly well. So if you’re listening to this, and you’re not building an email list, get busy building your email list, because that’s how London real got so successful.
David Ralph [37:16]
Well, I’m going to put a different spin on it as well. And this is the simple simple answer. But London real and and anyone, he focused on providing value before the value came back to him. And that
Robert Brus [37:28]
it didn’t he what right, didn’t he what that is? Yeah, that’s the key to it. Right. Yeah. That’s the absolute key to it.
David Ralph [37:33]
Yeah, absolutely. And I look back into the early days of my business, and I was thinking, why aren’t people buying and I can totally understand why people weren’t buying because they weren’t buying because I hadn’t proved myself. I hadn’t developed the skills. I hadn’t been around long enough. And so I wouldn’t buy from people like that. But you see it time and time again, people come along, and it annoys me annoys me, Robert, when you go over to link, Tim, because I get a lot of people pitch to come on the show, as you do. And I go over and have a look at their LinkedIn profile. And literally on a Tuesday, they was working in an insurance company and on the Wednesday be an expert in something. And I think no, that’s not how it works. If there’s a six year gap, I’m gonna go Yeah, I’m gonna, I’m gonna take your word for it. But I’m not gonna go for bs instant. I’ve done two courses. And now I’m going to teach you how to do it stuff. And there’s so much out there.
Robert Brus [38:30]
Yeah, there absolutely is. And you know, I’m not sure what it’s like in the UK. So don’t look at folks from the UK all that much here in Australia on LinkedIn. But I communicate heavily in LinkedIn. And I see so many coaches, and everyone’s a speaker and everybody’s a coach. And, you know, well, what credentials do you have? Well, I’m a coaches coach. And there’s a lot of that out there as well. And I think it’s really important that you, you take some time to think about how you’re representing yourself in the world back through link, especially in that profile, because people are way more sophisticated than they once were. And they can read between the lines of what that profile is trying to say or what that person is trying to say. And yeah, I would echo what you’re saying there as well, you get a bit sick and tired of it as well. Now,
David Ralph [39:18]
on the other side of it, well, where is the benefits that come to you? Because obviously, we’ve been talking about getting it off the ground. But there comes a time when you you find the true benefits. I think we all start with thinking, Okay, I’m going to make money, I’m going to be able to have a nice holiday each year. But what are the true benefits to a successful business? In your view, Robert?
Robert Brus [39:41]
Oh, gosh, it’s it’s fulfilment and living your purpose? That that’s a relatively easy answer. For me as my definition of success has changed quite radically in the last couple of years since I’ve been doing this podcasting thing. You know, once upon a time, it was like all entrepreneurs, it’s about the money and how much money can Mike and how quickly can you make it? And can I turn this business into a passive income? So I can sit over there on my stump and do nothing except count my cash?
David Ralph [40:08]
And that’s quite when you say, you have got two legs? I just want to make sure,
Robert Brus [40:12]
yeah, yeah, I’ve got my I’ve got my family. Yeah. So I sit, I sit on the stump in the middle of the park there, and I count my cash and my phone for about 90 seconds in the morning, then I’ll look around and go, Well, what the hell else am I going to do for the rest of the day? You know, that’s, the entrepreneur inevitably goes out and creates something else and goes and does something else. For me, it’s about not so much I’m not motivated by the cash so much as I used to be. That’s really, really important. Don’t get me wrong, it’s very, very important that you have a sustainable long term business that creates financial security for you and your family, whatever that might mean for you. But that’s really super important. But I don’t define myself by being successful like that, because I’ve got a business that’s working really well, what the way I measure my success is by how many people can I help? And how many people can I help amplify their message in the world live, it’s pretty inspirational for me to see you have done 1600 episodes, and I’m just like, at a lonely old hundred and six, I’m kind of like, Oh, God, I got a long way to go. But it shows me also that it has longevity. And it also shows me that it can be done because I every now and then I questioned myself is, you know, I do so many of these recordings. And I feel like I’m just constantly doing that. And where is it taking me? Is it worthwhile doing and, gosh, every time I do one, I help somebody else amplify their message in the world. And when you do that, when you help someone like that, I really feel like you’re giving that person the opportunity to give their best to the world. And when they do that you make the world just a little bit better, incrementally, just one person at a time like that. And for me, my definition of success and lifestyle and business and all that stuff is related to that now much more than it is related to a financial outcome.
David Ralph [41:51]
Do you know what my definition of success is? And this dawned on me the other day, I’ve been taking a break from the business and leaving old on all automatic pilot. And as I was driving around my mind was sort of wandering on stuff. And it dawned on me that my true definition of success now is the ability to say no, where were you, when when you were a corporate guy, you pretty much have to do what people say, and you have to be there a certain time. And it’s all described. But now if I may want to work with somebody or don’t want to work with them, I just say no. And you know, if people asked me to do this and do that, and more often than not, I say no to literally everything. Because my ego has gone in the early days, I would I would go to the opening of an envelope, you know, people would ask me to do stuff, and oh, yes, somebody’s asking me to do it. I’m gonna go. But now I say no, to literally everything. And I think that is the true success, when you realise that actually, you’re in control of your life. And it’s never the case, you go through, you know, childhood, your mom and dad are in control to be in you go to school, and they’re in control of you. And then you go to your first job, they’re in control of you. And it’s taken me half a century to really grasp that the truth mesh message that should be coming out to people is you’re in control, nobody else.
Robert Brus [43:12]
I think I have a bad. I’m not saying yes, because I have to I just have a bad habit of saying yes, because I want to help everybody. And that’s, that’s a mistake. And, and I did that recently, and I’ll let somebody down by saying yes to them, and then having to have retracted that and said looking I’m really sorry, I’m, I’m going to have to retract that and say no. And they were all hurt about me not being able to help them and do something. And I was like, No, I gotta, I gotta stand my ground. I gotta look out for myself. And I’ve got to do that as well. And it’s a hard thing to do, saying no, when you want to do good in the world, you want to do the right thing by people and you want business and you need the business and you want to do the business. It’s very, very hard to say no. So yeah, that’s a really interesting point. You got there.
David Ralph [43:54]
Yeah, a couple of years ago, about a year ago, I had a book published podcasters mastery, defining your celebrity by the power of your voice. And basically, it was a different spin on podcasting. It wasn’t about how to podcast, it was about that interpersonal connection that you get, which ultimately brings people into your world, and how you can become an expert and a speaker. And the guy who sort of inspired me to start, like many of us across the world is a guy called john Lee Dumas, who does Entrepreneur on Fire in America. And I thought, it’d be nice for him to do the forward of the book. Wouldn’t it be nice, but my dots can join up? So I sent him an email and I said, Hey, john, I said, you inspired me to do this? Would you just do a 200 word, you know, forward? And he came back and said, No. And I thought, what a good first of all, and then he said afterwards, you know, he said, The reason why is that I have decided to only say yes to the things that I can do 200% the things that I can go all in on and not dilute fat. And now two years down the line, I think to myself, yeah, credit here. credit to you said, you know, it wasn’t part of anything other than massaging my ego, but somebody asked me to do it. It wasn’t something I was thinking about that morning. So it’s an opportunity but doesn’t need to be taken.
Robert Brus [45:14]
Yeah, yeah. It’s well said well said my daughter. My daughter is a little bit famous on Tick tock, and she’s got about 9000 followers on boys soccer talk. So it’s a it’s like a social media app that kids use. It’s like lip synching app and does a whole lot of other stuff. And she got about 9000 followers there. And in in the tick tock world, that’s actually pretty good. And she’s kind of like a little bit Tick Tock fine. Mrs. The way, you described that, anyway, every now and then about four metres away from where I’m sitting here at home, in a bedroom, I hear this in the distance that I’m going viral again, I’m like one going viral again. And as a couple of times, she said it to me, and I didn’t pay much attention to it. And my son’s came over and they are like, far out. You can viral there. And I’m like, What are you talking about? I look at a video, she’s got that it’s got like 50,000 views on it. And inside of like, a couple of hours. I’m like, well, you’re really going viral there. And I said to her, just jokingly Show me your phone. What’s going on there. I looked, you know, one videos got $50,000 ones got 70,000. She got like 16,000. And she got 9000 people following. Anyway. I thought about that. And the next day I said to a it reckon you can do a shout out for me. If I give you a goal in T shirt. You can do one and say hey, my dad does this podcast. It’s like that. And she said no doubt I don’t do that. I do a shout out for you are going to do a shout out for everybody. So I’m just not going to get involved. And then I’m sorry about that. She walked away and I was like, Good on you. Good on you. You stood your ground you you stood for what you thought was right. And you said no good on you.
David Ralph [46:51]
So so you haven’t seen the one she’s done for Join Up Dots. It was brilliant. I loved it.
Unknown Speaker [46:55]
David Ralph [46:58]
I didn’t have to give him a shot or anything. It was just it was just a plain old mug. But she bought into it.
Robert Brus [47:03]
It was just a shout out for Dave.
David Ralph [47:04]
Yeah, absolutely. But let’s listen to some words now for the from a man who created the whole format of Join Up Dots back in 2005. And I listened to these words almost every day. So here they are,
Steve Jobs [47:16]
again, Steve Jobs, 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 [47:52]
So where are you on the path? At the moment? Are you following your heart? Is it a business decision you’re making?
Robert Brus [48:01]
This is a little bit of both Actually, it’s um, it started off by following my heart creating my podcast and trying to amplify my message and share my opinions with the world. And serendipitously it’s turned into a business. There’s been a lot of people that asked me to help them to do what I’ve done. And I said no repetitively. And eventually it’s turned into to the business into the agency that I have today. And so it’s a little bit of both, you know, and I and I get to indulge in all the things that I love to do. And I never, I always knew that I was a social being in in my digital marketing agency, the vast majority of my time was spent in selling, and my brother would deliver on the work, he would manage the team. And we’d have projects and that I the vast majority of what I did was sitting in a cafe, drinking cups of coffee with people or in a boardroom delivering a presentation or a pitch. And I loved I loved and I still love every aspect of doing that. And for me, when you look when you stand back from that, and you go, Well, what is it that you love? And about that? Because most people don’t like sales? Why would you like that it’s not the sales aspect of it. It’s the human interaction on it, that I really enjoyed. And now that I get to do that on a daily basis with podcast, and my YouTube channel, and all those sorts of things, I’ve really feel like that that connects with what it is that I should be doing and should have been doing a long time ago. So and because I get to make money out of it. It’s a little bit of both it’s both heartfelt and heartfelt in wallet felt as well, which is kind of cool.
David Ralph [49:29]
So when you listen to those words that Steve Jobs was saying, I used to ask this question all the time, but I’ve stopped but I’m going to ask you do you have a big dot when you look back over your life as lead here? Is there a situation a conversation, a YouTube video or or anything but you think yeah, that really was when that started. For me.
Robert Brus [49:52]
It’s it’s not a not a positive one. Actually, there was a couple of things walking all businesses, things don’t always go right. And we had a client, a major, a major corporate client, a big one. And it was a big win. And my brother and I was like super excited by this win. And the person that was leading it was I won’t say the name. And I won’t say the client, but you know, I kind of really need to but the person that was the point of contact just had way too much on. And they were slightly crazy. And the way that my brother describes this person, he says, remember that, that woman she was an absolute lunatic. And my brother doesn’t say a bad word about anybody. You know, he oddly says anything is it is you know, is a fairly introverted sort of character. And, you know, he’s very funny, he loves stand up comedy, and he’s very funny, but he doesn’t say bad things about anybody. And referring to a client as a lunatic is something you just just don’t talk about people. Well, I live
David Ralph [50:56]
in a house full of women. And I think he’s right.
Robert Brus [51:01]
Well, this, this, I remember, this woman would she would ring me at 10 or 11 o’clock at night. And, and I would be like, Oh, hello, what’s the matter? Is everything okay? Is the website down or something and she would be? No, I just need to ring up and vent to you, Robert. Well, unfortunately, I’m not here, I’m not your, you know, your punching bag, I’m not here for you to vent to me, you gonna have to find somebody else to vent to. And I just didn’t like that. That type of behaviour, I felt like I sold my soul to the devil. You know, we sold our soul to this corporate client. And all of these things were going wrong. And in the end, I just threw my hands up. And I thought to myself, who really cares? Who cares about this woman who cares about this client who cares about that money, it’s just not worth it, the heartache and the stress and the anxiety that is causing, it’s just not worth it. And it was that point was that dot there with that client, not at a particular moment, but with that whole experience with that person, that made me realise I’ve got to do something to reinvent myself. And I can’t keep doing this forever, because I can’t keep doing the same thing. And expecting it’s going to be any different. Because I’m just going to go from this crazy person to the next cranky client or to, you know, I might have a couple of good ones in between, but then inevitably, somebody else is going to get upset, throw their toys and throw their toys at me. So the process of reinvention was in was really a process of rebirth. And that’s when the podcast was born. That’s when this business was born. And it took over like that. And, you know, Steve Jobs says, You can’t see the dots with foresight, and having foresight in your life is a really, really powerful thing. And I think all of us intuitively actually have foresight, you just don’t realise, and it’s your intuition. If something’s not feeling quite right, then it’s probably not because you’re not just the thinking being you’re feeling and thinking being and use your heartfelt decisions to foresee your future. And that is your foresight that you don’t realise how good hindsight is easy hindsight is 2020 Oh, God, I shouldn’t have done that I should never taken that client shouldn’t have dealt with that woman like that shouldn’t have been a punching bag like that. That’s easy to say. But when it’s happening to you, and it’s not feeling right, you should have the foresight and enough knowledge to get off it sooner rather than later. So for me, that was, that was the one big dot that allows that was the catalyst for the reinvention for me. Yeah,
David Ralph [53:22]
I agree with you. Totally. I think every stupid thing I’ve done, I knew it was going to be a stupid thing. And more often than not, it was to do with money, and easy money. And as my mom always says, you know, if it seems too good to be true, it normally is. And I think that is the wise words. Well, we’re at the part of this show. Now, Robert, and we’ve been building up to we’ve been taking you on a journey of discovery back on board, right, we doing Join Up Dots. And this is a part called a sermon on the mic, when we’re going to send you back in time to have a one on one with your younger self. And if you could go into a room and see the young Robert, what age would you choose to speak to? And what advice would you vaping? Where we’re gonna find out because I’m going to play the music. And when it buys you up, this is the Sermon on the mic.
Robert Brus [54:30]
Well, good, I Rob good. Hey, Rob. How you doing? Man? You look like a younger version of yourself. You’re I am. I’m only 23 years old. How’s life gone? Man last pretty full on. So it’s all happening for me, I man, did you know that life’s actually going to turn out pretty well for you. But what you should do, we should absolutely do is concentrate on what feels right to you. Because you’ve got a really bad habit of overthinking things, you get a really bad habit of making a mountain out of a molehill. And you really shouldn’t do that, what you should do is listen to your heart and trust your gut, just a little bit more. And when you do that, what you’ll find is you’ll stick with things just a little bit longer. And when you stick things a little bit, stick with them a bit longer, the outcomes are always going to be slightly better than what you ever anticipate. So do what feels right. And stick with those things a little bit longer.
David Ralph [55:30]
Brilliant advice. Great advice. So Robert, what’s the number one best way that our audience can connect with you, sir?
Robert Brus [55:37]
Well, the easiest way to do that, and thanks very much for the opportunity to come on the show and share a little bit of my world with your audience, which has been a lot of fun. The easiest way is to visit our website. And that’s just go all in.com.iu
David Ralph [55:50]
brilliant, we have all the links on the show notes to make it as easy as possible. And just to highlight is not a podcast is actually a TV show as well, so people can watch on their tablet so that I can listen as well.
Robert Brus [56:02]
Absolutely 100%. Correct.
David Ralph [56:05]
Mama, thank you so much for spending time with us today joining those dots. And please come back again when you’ve got more dots to join up. Because I do believe that by joining up the dots and connecting our past is the best way to build our futures. Robert, thank you so much.
Robert Brus [56:20]
Thanks, David been an absolute pleasure might look forward to speaking with you soon bye for now.
David Ralph [56:26]
Labatt Bruce all the way from Australia. I say this all the time. But these guests are really connecting with me now. But they really connect they make so much sense. And in that one, there was so many pockets of gold, really the nuggets of gold, as I say, you know, you really have to go all in, you really have to become obsessed by it, you’ve got to think about the customer. But it’s not all about the money. It’s about the lifestyle it provides you and you really have to think about that seriously. And I know so many people don’t. And they kind of create a trap for themselves when they go from corporate land into entrepreneur land. And they just spend all their time in front of the computer. If you do it right. You don’t have to and you can structure it but literally you’re in control of your time if you don’t want to work certain days you don’t have to Roberts got that going. I’ve got it going you can have it going to so if you’re interested in getting something going, even if it’s just to have a chat with me about your dreams and aspirations, you can jump over to the website, Join Up Dots at gmail. No it’s not it’s Join Up dots.com that’s the website or Join Up firstname.lastname@example.org and we are booking a bit of time and have a work with you. But until next time, thank you so much for listening, and we will be back very very shortly. It’s it’s what I do is what I do see
David doesn’t want you to become a faded version of the brilliant self you are wants to become so he’s put together and amazing guide for you called the eight pieces of advice that every successful entrepreneur practices in 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.