Garret J. White
Appearances
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And he looks at me and he goes, this motherfucker runs people with traffic straight to a four-part video funnel and sells a $35,000 program. Do you know why he can do that? Because he can talk to people. If the reggie idiots, they can't talk to anyone, has to write great copy because direct response was built from guys who didn't like to talk to people. Yeah.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
They've been trying to figure a way to never have to talk to another person so they could say. Yeah, they were mostly fat copyright. Exactly. So we started looking at a through line and saying, if here's where my guy is starting and I solve this problem, he hits a new peak of possibility. It opens a new problem.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
which then opens up another possibility, which opens up another problem, which opens up another possibility. And instead of that first sale being a sale for how do I get you to buy this now? It's how do I get you to be with me for the next eight years? Yeah. And so we would sell from the ad. to the landing page, to the first offer, to the first sales call, we were not selling a $10,000 program.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
We were selling a three to four to five year journey with us. So we would speak about this place of freedom that was way over here. Yeah. And we would identify it as this is checkpoint number one of seven. Welcome to the journey.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Well, we're still, like everybody else, looking for a slow off the first, right? We're trying to liquidate off that first program. But I would say about 50% of the time our ad spend off the first initial lead development with our bump sales and our upsells, we will liquidate. The other 50% we don't, that happens on the first offer.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And then we have some paths where we're taking where we're okay, like an insurance company, we know the retention of that client, we're okay to be profitable six months. because Dan Kennedy was the one who was teaching me back in the day too, he's like, the guy that can spend the most money to get the lead is gonna dominate.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I will tell you now, coaching 60 kindergartners on how to maneuver a gym is easier than working with a thousand grown men. Yes.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
We actually flipped the model too because I tried in the beginning to go down the path of like this Ascension model everyone's talking about. Low, Ryan Dice, all these guys were like, sell the low thing, then upgrade, then upgrade, then upgrade, then upgrade. I was like, dude, I'm just too dumb to do this. Like I'm not smart enough to put all this shit together.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So I'm just going to flip it upside down. And when they say they're going to go over here at 25K, I'm just going to flip the whole funnel. and we're going to close all traffic to this one thing, and then we're going to sell it. We actually sold a $10,000 program. For six years, we only had one offer. $10,000, live event, that's it.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
James, you take Facebook market. So if I was running, I ran an agency for a bit. And if I'm running an agency, it doesn't matter what I'm selling. I can put people into the same emotional pocket. So if you look at, this is where people fuck up too, because when they're looking at selling something, they're looking at the first level of problem solution.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
What they're not looking at is a cascading binary effect of that problem. So if I'm talking about, I don't know how to do Facebook ads and I need to learn how to do Facebook ads. If we back that away and say, okay, you learning Facebook ads, how is this affecting your marriage? Yeah. How is it affecting your children? How is it affecting your ability to eat right? How is it affecting your body?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Yeah, so I was looking for a model after successfully being in real estate and mortgages for 10 years and then losing everything in 2008. I knew there had to be a different way to live life. I was a whore for money. I was a shitty father, a shitty husband, and disconnected from God, but I knew how to make money. And I created a system that put KPIs to my life
Living The Red Life
Garret J. White on Why Modern Men Are Lost
How is this affecting your certainty in you? So we'll cascade the core four, which is our values for it, which means I can take somebody, a girl getting $3,000 in natural beauty, natural beauty, real hair extensions. My wife are in the hair industry for the last 10 years. People like three to 5,000, get your hair done. Oh yeah.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
In less than 60 minutes, I have a woman who's never spent more than $800 on hair, not only happily pay $5,000 for hair, but at the same time, come back every six to eight weeks to redo it for 1,500. These are women that will stop paying their car payments before they'll stop their hair. Why?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Because we created a container with hair that had them feel the benefit, more sensual, more sexual, felt more beautiful, their marriage was better. So I think a lot of marketers don't go the next level with their conversation. So they have to start with low ticket, right?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
If you know that what you sell works and you know that what you sell can benefit the person deeply, then there is a place of deep pain and darkness. You're willing to take this prospect in your marketing and in your sales conversations that most people will not because the cost of them not moving forward in your mind with what you're selling is so grave.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Well, and that requires a level of depth in a marketer. And I believe it also requires a care factor, right? Because if you actually care, In marketing, if you know that what you sell works and you know that what you sell can benefit the person deeply, then there is a place of deep pain and darkness.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
You're willing to take this prospect in your marketing and in your sales conversations that most people will not because the cost of them not moving forward in your mind with what you're selling is so great. The intensity of not buying. is life or death. It is life or death. And in our world, my trainers are not, my sales people are not closers. They're harvesters of souls.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So when they get on it, they're coming into this call going, okay, if we don't get this guy shot with everything we have, which means there's nothing we will not say. We will not lie, but we are going to get, we will go as deep and dark as we need to. Most people are competing on the surface level shit. Now you're seeing it with ChatGPT. Everybody's shit's looking the same.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
It's like all the rookies are just Oh, ChatGPT is going to save my life. No, you just sound like a hollow idiot.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
that let me know I was being a great father, let me know I was being a great husband, let me know I was connected to God, and that I was still making a ton of money.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
We were on media for 12 straight years, never stopped, every day. And guys that get particularly into the coaching space and the man space are like, Well, how do we get like, or anyone, how do we get convicted to do this? And I was like, when you start to see that the skillset or the mechanism is required.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And I remember the moment it happened for me, I picked up the book by Glenn Livingston, Gorilla Marketing in 90 Days. I'd never really consciously studied marketing before. And I'm sitting in this library at Barnes and Noble back when Barnes and Noble was still doing a thing. And now most of them are shut down.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
But as I'm sitting there and I'm reading this and I had this moment, which is if you control the rain, You control the game. Because I was in 2009 at these events saying speaker author networking group and Ryan Lee and all these other walkers were there. And they were the dudes in like Chuck Taylor tennis shoes and jeans and hoodies and everybody else's suits.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And these motherfuckers walked around and owned everybody. And I was like, what the hell do these guys know? And they're like marketing, bro. Gary Vee. crushing with cashing in on your passions. Like I started reading tribes by Seth Godin and everything Seth Godin wrote. And then I started getting into this marketing mindset of if I want to control my future forever,
Living The Red Life
Garret J. White on Why Modern Men Are Lost
It is not negotiable to master direct response marketing. There is no way where you can't outsource that skill set. Even if you hire an agency, if you're retarded and don't know what you're doing, they will never be able to fulfill on the dream that you want because it's a collaborative experience with your agency. It's not... Save me.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
People try it. Yeah, yeah. People try them both. It's probably the same person. I have a nanny and an agency. Why don't my kids save me and my business family?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Bro, this is why people follow you. It's why people buy from you. It's why they go to you because there are people, men, just like me. I'd been an entrepreneur for almost 10 years, and we had marketed, but it was never a conscious thing. it was like a thing we did at the end. Oh yeah, we should do some marketing. Now, the first thing we do is build the framework for marketing. What is the pitch?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And we'll start running traffic, getting leads before we're even done with the offers. Because we're like, the first thing we have to do is can we get this to bite? But when that flips, they have to, I don't, listen, I love to market. I love it. I'm obsessed with it. I fucking hate training on marketing. It's not what I want to do.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
My guys are asking me to do it all the time, but I'm like, no, please train with Rudy, please. Go train with somebody else who loves this shit. God's given him the gift to do this. Don't come to me for this shit. Yeah, but you know how to do it so good. I was like, just because I know how to do it good doesn't mean I want to teach you. Because I want to do the thing I'm the best at.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Marketing is something I had to learn. It's not like I woke up and said, I want to be a marketer. I said, no, no. I want to be a movement maker, and to be a movement maker, you have to know marketing.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Yes. Right? And that piece, I think when somebody makes the shift, And when they come into programs like yours and they're getting the blueprints, what's interesting to me is you can give somebody the blueprint. I'm talking about this with Russell all the time with his books. And Russell's like, what do you think? You think I'm giving too much in a book?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I was like, bro, you gave him everything in a book. I was like, don't worry, they're not going to fucking read it. And if they do read it, they're not going to do anything with it. This is why any time I was coming to FHL for 10 years and speaking, I didn't come in to train on marketing. They already got me on that train. I came in to talk about the reason why they're not going to do anything.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
It's like, dude, you're not going to do it. And I would look at the room, 90% of you have wasted your entire week.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Like, let me teach you part of a webinar. Here we go. Which was perfect. It was wonderful. But the same thing in that tactical space, like as you... As someone makes that internal shift to identity as a marketer, you and I, we market a ton. You teach and train on marketing, but marketing is simply taught by you because it's who you are.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
It's not like somebody wake up and be like, oh dude, I think I'll do marketing. I am marketing. When it becomes your identity, I am a marketer. I am a closer. I am a leader, not a savior. When this becomes identity, then doing marketing is like taking a piss. It's part of life that you do. I'm not going to keep my piss inside of me.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I'm also not going to keep my message inside of me, which means I got to market.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
The fun part is like human nature is we can become that, right? So I think a lot of times people think marketers are born, closers are born. There are far more people who did not have the natural talent in marketing, who couldn't spell direct response marketing, who couldn't sell anyone anything, but they made a decision.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I remember my decision with Brendon Burchard, experts academy, and I was like, bought his program, I was terrified. I'd lost everything. I had 4,000 on my debit card. I had no credit cards. I was in debt millions. My fucking life was falling apart. I had an affair with my wife. She was pregnant with her second daughter. I was a shit show. And I remember watching this video and making a decision.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Just like people sit every day on your ads. They come to your landing page. They're like, dude, it's Rudy, my guy. And for many of you like watching this or listening to the podcast, he is your guy. And the fact that you keep listening to this shit and you don't buy from them is a fucking problem. And it's a problem because you're costing yourself so much because of your indecision.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Oh, $3,000, $3,000, too much, too much. This has nothing to do with a question of what he can do. And it has nothing to do with a question of whether it needs to be done. It has to do with questioning whether you have the courage to do it. And that was a piece for me. I remember making, shivering, shaking my hands, sweaty in my palms, almost midnight. I didn't realize the clock was still going.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I could buy after midnight. I was new to this game. So I was like, fuck, the clock's going down. The clock's going up. Shut the laptop. Open the laptop back up. Ah, God, I can't. I knew it. I have to go. I got to learn this shit. I'm working it. For like 10 minutes. I was like 12 seconds. I dropped my fucking debit card. I'm keying the word numbers in. I'm doing it. I hit the button. It's like.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
and then it goes, and then I feel nauseous, and I feel excited, and I'm terrified because I got like $1,000 left, and I'm like, fuck. What have I done? The next morning, I tell my wife I'm going to this event. I have enough money for a Southwest flight to San Diego. I take my backpack with my Ultron 8 at the time, had all my shit in my backpack. I slept in the park the first night.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Somebody gave me a room the second night, and I go to this event. I leave. My wife says, if you go to this event, I'm going to divorce you. But like I knew there was no way out. Like I had to go. And there's people listening to the show right now. They're in no way out situations. And you're like, dude, a month's going to pass. You're going to keep listening to this podcast.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
You're going to keep consuming this content. You're going to keep doing this shit. We keep sitting on the outside. And every month that goes by, your capacity to make a decision to go goes down.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Mass. No, that's why people like everybody has their guy. Like you're the guy for thousands of people who come to the door and say, you're the, you're my brand of a sharp moment. Like, Guys are sitting right now, men in their forties, men in their fifties, young dudes in their twenties, young girls in their twenties. And they're like, my life is made for more.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And I'm telling you right now, of all the skillsets you could learn, marketing starts at the top, sales follows and leading people. You get those three things nailed. You could do whatever you want the rest of your entire life. Yeah. You don't like how things are going? Fuck off. Burn it down. Do something else. You don't like the people you work with? Burn it down. Do something else.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
You're bored of what you're doing? Burn it down. Do something else.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Yeah. This identity shift that you had, that I've had, that so many have had, it's like once you have this shift, you can't. There's no going back.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I'll love it. So we have for a couple of years been just low-key with our stuff. It's all been our clients behind the scenes. My social media representation is the far cry of what actually goes behind the base of what we do at Wake Up Warrior with our teams and our clients. But we finally came together. We're doing something very unique.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
We brought 10 of the top men's movement makers, guys who've committed at least five to six years of their life, up to 10 years, just training men. This is what they do every day. They all know how to market. They know how to sell. They all make tens of millions of dollars doing it, and they lead thousands of men. Put them all together in a room.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Mia's kind of pointing and leading it together, me and Dan Flashman as partners. And we're putting together a man arena tour. First stops, May 17th, Salt Lake City, Utah, here 2025. We'll do two other stops this year. 7,000 men, all in black. If you've never been to a men's event... These are unlike anything you've ever experienced before.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
The minute you put a couple of women in the room, the dynamic changes, guys get different. But the honesty factor in this is really a catalyst for permission. It's a motivational seminar. It's not a hypey seminar. It is a comprehensive game of transformation. We have done these events for 13 years. And when men come to these places, they become a line of demarcation.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Yeah, well, it's, if you look at it, so the concept for me was like, I looked at how I had been successful in business and then I wasn't successful and I'd lost everything. I was like, okay, what is it that gives, I didn't have the courage to actually do what's required. Like a lot of people trying to market, they just don't have the courage. They know what to do. They won't fucking do it.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
There's who this guy was before he came. And there's this life this guy builds vertically after he leaves. So God has asked me for a year to put something like this together. And I have kicked against the bricks a bit with it because big events are a pain in the ass. And I did them for years and they take a massive amount of effort, tons of people on the team so that people don't understand.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
If people think big events are for you, it's like, it ain't for me, trust me. It's a lot. Hardest way to make money in the whole business. If I was after money, I would not do it. Exactly. I would do a whole lot of other stuff. Everything else. Hybrid events, virtual events, sell on a product, keep it tight, charge $100,000, $200,000, $300,000 for programs. And we do that.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
But I was like, this for us is a mission. There's an awakening happening on the planet. Men are suffering at numbers they've never seen before. We are watching chaos in marriage, chaos in families, young boys, teenage boys, 20-something boys, clueless about who to look to as a father figure. And my theory is that the source of our problems is weak men.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And if men become powerfully weaponized in their bodies, in their being and spirituality with God and balancing their marriage with their kids and wife and inside of their businesses, that life will change. And there's a whole generation of guys coming to Man Arena right now that are guys that are not married and they don't have kids, but they're saying, I don't want to live like my dad.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I don't want to be like my uncles. I want to do it different. Well, this is the place to come. You'll find out more at maninthearenatour.com. And we're super stoked about it. And yes, there is a shitload of marketing that goes into this project.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
If you merge the hardcore work ethic and grind of the old generation with the modern tech and savvy of a modern generation, and you take the consciousness of modern generation, married against the unconsciousness of the old world. And you merge these two worlds together, what you have is a new world. And what you have is a new revival.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
What you have is a whole breed of men who will lead women, lead themselves, lead their children, lead the marketplace, lead their teams, lead their companies from a totally different place. And the fun part is the outcome of all of this 100% of the time is prosperity.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Or they know what to do in sales, but they won't do it. Or they know how to launch their brand and you've taught them everything. You're like, bro, I've given you the fucking blueprint. It's right here. Just do this. And they won't do it. This is the most, most reason people don't create. They don't market. They don't sell is because of capacity issue.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So I started looking and I said, if I have a body that's weaponized and feels powerful, I actually market and sell harder. If I feel certain in my connection with God and who I am, I have more fuel and I will courageously market harder.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
If I have great sex, communication, intimacy with my wife, and I'm not fighting with her all the time, and I have a great connection with my children, I don't feel guilty all the time. When that's all lined up, doing what's required in business is actually simple and it's much lighter.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I think there's a consciousness that come into just entrepreneurism. I think there's been so many decades, and a lot of that's the push from the younger generation in their 20s and 30s. They've watched the failure, which a lot of guys I work with in their 40s and 50s, they failure to their parents, failure rate of older people, and they're like, ah.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I don't know exactly what to do, but what they're doing is fucked up. It's not working. So recently, the funnest part I've watched in the last two years is a consciousness of God has come back into entrepreneurship at a level that seems almost like a virus. Yeah, it's massive. Muslim, Jewish, Christian, doesn't really matter. They're not spaces. There's just an awareness.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
The intensity of not buying is life or death. Any of the big marketing tips or things you've noticed? So the challenge they're watching with, and this goes with any product, any service somebody's offering is,
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Even here in Miami, moving here, there's an awareness here that wasn't even in Southern California. The same for me. It's just awareness of... Okay, I'm a conscious being. There's something, I need to be about something more than just, I'm going to do this. I need to make money. I need to make money. So I was like committed to bring my whole life with me at the same time.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So I was behind the curve with a lot of people in entrepreneurism when I restarted after lots of everything, because they were committed to make money. And I was tempted to go do that, just make money. But I was like, I don't wanna be the dude who's fat as fuck on my third marriage with a side chick and my kids hate me, but I'm rich.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And then I'll lose half my money in a divorce, spend the rest of my money to fix my health, spend the rest of my money to try to buy back the love and affection from my children. I was like, I'm gonna move this like a phalanx and I'm gonna move slower. But when I get to your front door, I will have no weakness, I will be bulletproof.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
My marriage on fire, my kids are on fire, my fitness is on fire, my body's on fire, my money's on fire. So every move I make is a groundswell now. So people are seeing me now and they're like, the rise of Man of the Arena Tour, the stuff we're doing, they're like, shit, We didn't think Gary was doing anything. I was like, bitch, I've been doing this for 13 to 14 years.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
All that's happened now is momentum has taken it all away.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
than I do in, if you were just to look at quantification of time, most entrepreneurs will spend 80, 90% of their time thinking about or executing in their business. And then there's the rest of life, right? My kids, I can't give my children the same amount of time I give the business. Lifestyle doesn't exist for them. So what time I do have with my children, I have to be present.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I don't spend all day like marketing either. But if I'm working on a sales funnel where I'm sitting with my teams and we're working on copy or I'm working on ad sets where I'm working, I'm like here. I'm not anywhere else. I'm right here. I'm not with my wife. I'm not with my kids. I'm not with the sales team. I'm right here. This afternoon I'll be with the sales team.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
We're all worried about sales. I'm just going to be right here with the sales people. But most dudes can't be present enough. Yeah. To actually be here and then to try to be here and then here and here and keep life moving forward together, it's a stressful game.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
The challenge a lot of men like in their 40s and 50s face that I'm trying to help the younger generation see that it doesn't have to go this way, which there's a lot higher trend to it. A lot of direct response marketers, a lot of entrepreneurs that I know that are in their 20s and 30s.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
we're starting to see a better path to doing, which is they're actually into having more fun in life and experiencing life and traveling in life. Now they're not getting married and not having kids. So they're like playing into play. My generation just got married in their twenties, started making babies. Cause that was what the game was. Cause that's what our parents did and everybody else.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So by the time I was like, 30, I already had, you know, two children. By the time I'm in my 30s, I had three kids. Now I have five children. So it's like, it's different. I'll be 49 this summer. So like pushing into that place, so not having to bottom out and then come back and repair became our goal, which means I'm going to have to let some things go.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
There's certain fires in the kingdom, in the kingdom of a warrior, they're going to burn. Any time, every day, something's going to burn. It's like the size of my house is now. It's like something's fucking breaking all the time. Yeah. Every day. You have a small little condo, maybe something breaks in a couple weeks. Yeah, yeah, yeah.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
When you got big houses, doorknobs broken, toilet breaks, the pool's not working, the fucking shrubs are dying, something's, something always, kids spilled shit over here, dog shit on the carpet. It's like, there's something happening all the damn time. But that's no different than what's going on in business, too. Yeah, and the bigger the business, more problems. More problems. Yeah.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
That's why I remember Robert Kiyosaki back when I first started Dallas Badman, too, about, like, 23 years ago. I'd read Rich Dad, Poor Dad. That was, like, my entry point in. He, like, set millions of entrepreneurs on fire. Yeah, yeah. And we were sitting, and I met him, and there was, like, a small group of 20 of us. I was young, and I had, like, a yellow notepad.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
I'm taking the notes, and I don't know what the fuck I'm writing because I'm just dumb. But I'm so excited to be in a room, and I'm like, I put $20,000 to be in this room. I don't have a fuck clue what all they're saying, but... Super pumped, writing some shit down that I'm never going to go look at again. And all you young bucks listening to this right now, you're like, writing on a yellow pad.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Yeah, dude, we rock the yellow pad. And iPhones, chat GPT, shit. You should beat us. If you don't beat us right now, you're just a slow, lazy bitch. So this game end of creating, for me, it was like, what's harder, having a lot of money or having none? And I had come from none, so I was like... Way harder to have none. He's like, oh, no. Way harder to be wealthy and to keep it. Yeah, keep it.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And that's what I'm proud of what we've done with Warrior Warrior because we've grown year over year for 13 years. Well. Dudes have come and gone in the space of men's space, but we continue to operate. We get bigger every year. Grow, grow, grow. Affected 26 other men's movements have launched out behind us. And people say, well, how is your marketing different?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Because when you come to our events, you watch our marketing, et cetera, it's distinctly different. We couldn't follow the same models of direct response the way that it was when you were selling money. So like advertising agencies or sales training companies or coaches who coach coaches to make big money, which I think is a big circle jerk. Hi, I made all my big money. I'm really rich.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
How did you get rich? Teaching other coaches how to get rich. I'm like, dude, have you ever actually coached anyone? Yes. Besides coaching broke people to be rich and you took the money from them and you got the money and it's a big, huge policy scheme? Yeah, yeah. Or selling money, which I had done in banking and real estate, which is selling cash. I'm like, here, let me sell you an ATM machine.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So we had to find a new way to market. which was soul-driven, which is I had to get my content to not just follow the frameworks of direct response, but I had to reach into and rip your fucking soul out. I had to reach into you and pull you to me. So we love that everybody wanna funnel hack us, because we laugh the whole time. You're like, you're gonna get sucked into the vortex.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Please funnel hack us away. Because half of them would come through our funnels trying to funnel hack away to where Russell taught them, became our clients. Because they get sucked into our movies. We created a specific type of movie that my friend Jeremy Finlay and I worked with for seven years called Salesumentaries. Yep. And our theory was, could you take a documentary, marry it to a VSL?
Living The Red Life
Garret J. White on Why Modern Men Are Lost
put them together and have people share your sales video like it was talked about as a documentary on Netflix. Yeah. And it worked. And so our movies were visceral. They went dark and light. They would rip people into pieces as they watched them. Our target, not everyone. But our target market, we knew who they were. We built huge pain books of thousands of applications.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
We had books that were this thick with exact verbiage that our guys used to describe the pain of their situation. So we could embed that language into our sales documentaries and into our copy in a way that we could describe the painful pit of this man's reality in words and language that immediately resonated but was better and more clear than he'd ever been about his own problems.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Yeah, and our goal was to have guys be like, almost feel like we had followed them around with a camera. Yeah, exactly. And even when I would talk about simple things about their habits and masturbation.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Because we knew. We were dudes. We did the same shit. And we had data points on thousands of men. We knew what it is. So when I would describe, your wife is in bed, you're terrified, you can't reach across to even touch her, everything in you wants to connect with this woman, but it feels like the Great Wall of China is between the both of you.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And so instead of reaching across, that freshest way to touch her, you dip off into the bathroom, go find your favorite porn again, and find yourself jerking off in the toilet, only to be filled with guilt and shame over the fact that this is happening, waking up the next morning with rage and anger because of the fact that you have put yourself in this situation, the one vagina you chose, and you're trapped like a motherfucker.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
When I describe it with those words, I'm describing not only my experience, I'm describing the experience of thousands of other men. Now, to single dudes who don't have a wife and three kids, we work after them. So people are like, you need to broaden your message. Well, hell no. We're staying right here in our vertical.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
And if we're going to expand the vertical, then we're going to language a different vertical. But we are going to stay in this vertical and we're going to master this vertical all the way to the bottom. Well, there's enough people, too. Married men. Plenty. That was fun with the younger guys, too, that saw us when we first started. They would see our marketing and be like, wow, it's really good.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Excited to be here. And legitimately, my background is I graduated from college as a PE teacher. Oh, wow. But they called it a pedagogist. A what? A pedagogist. This is a fancy way of calling PE teachers who are at the bottom of the teaching food chain, making them feel special. That's funny. Well, and now you just teach adult children. It's exact.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
Then they'd get married and they'd have their first baby. And then all of a sudden they come back. Holy shit, coach. Everything I've been watching of your shit for the last five years now makes sense. I was like, of course. You're married, you just had a baby, and you're in the sex prison. We know. Welcome to Warrior. Now let us help you.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
So the challenge they're watching with, and this goes with any product, any service somebody's offering, is that their vision of that client journey for them is too small.
Living The Red Life
Garret J. White on Why Modern Men Are Lost
They're living day to day. I want to sell this shit right now. So they're like, how do I get the least? I remember Frank Kern was one of my mentors like 14 years ago or 13 years ago. And we were talking about some of the sales funnels I had built. And he was comparing it to a bunch of other direct response bars in the room.