Ryan Redding
speaker
48 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Ryan Redding’s voice in public audio — every appearance, attributed to the second.
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Appearances
I mean, it's okay, I guess. I mean, the reality is, like, from the marketing side, right, it's so important because Google is such a big gorilla to make anonymous companies kind of stand out. If they all look the same, sound the same, are named the same. So anytime we would have a chance at Leverage to join with a kick-charge brand, it was just so much easier to get the lift we were hoping for.
So now that we're actually pulled together, it's just a game changer. It's been a ton of fun to do this.
There's not. And I think in part because for a lot of people, digital marketing feels like snake oil. Like you don't know, you get missing information or wrong information from a bunch of different people. There are bad operators. I don't think they all are. One of the things that we've taken pride on is we take a lot of time to educate people.
the companies we work with on what they should expect with PPC, what they should expect with SEO, so that there's just – I want them to know more from a managerial level. I don't expect them to manage a PPC campaign on themselves. Like that's not fun for anybody.
But I do want them to understand it from a managerial level, how to make decisions about it, so that when we come back in three months, six months, 12 months, 24 months and go, look, hey, we have an 80 to 1 ROI that we can mathematically demonstrate here. They understand what goes into that and actually trust the numbers.
So it becomes one of those things where when you're honest, when you're transparent and you pull people along, it makes it a whole lot easier to not feel like you're in the dark, you don't understand what's happening. So, yeah, being able to stand behind those results and upskill the knowledge of the company to process is really, really frigging important.
I think it's, I get it because a lot of guys are addicted to like pulling a lever and getting something. You pay for this lead, you pay for this click. They like that instant gratification. And SEO sucks for people who aren't willing to make a long-term investment. So I'll tell people like, hey, month one, you can expect to lose like 5K. Month two, you're going to lose 5K.
Month three, you're going to lose 5K on SEO.
Sometimes more. And a lot of people quit. They punch out. They're like, I can't keep writing these checks. But the ones that stick it out, like month nine, they make 2K. Month 12, they make 45K. The companies we've been working with for four, five, six, seven years, without exception, are making in excess of 80 to one ROAS. Without exception on organic. Those are not year one results.
And I think a lot of people don't want to put themselves in that delayed gratification. PPC, for all the things I hate about it, it is really good about targeting people. Right. So you get this instant thing that's happening, but all you're buying is clicks. There's no loyalty. There's nothing there. It's just very, very high cost of acquisition, very, very low ROI.
That's like a rat race I want to get people out of fast.
Oh, I think people think branding is a logo. Yeah, that's true. I think they just stop there. Yeah. And branding is so much bigger than a logo. It really – the thing – this is true about marketing in general. I think people forget that marketing is about psychology and persuasion. It's about nudging people to do something, right?
And so when, if you just think it's a logo, cool, just have your teenage daughter do something like that's fine, but that's not persuasion. That's not nudging. That's not Dan always describes as like living rent free in their brain. Like that is, that is a really powerful effect that not just anything does. So I think a lot of people stop short at just the logo.
They don't really incorporate it in the culture. They don't really incorporate it in the marketing message, the brand promise, and the actual experience that customers have. Yeah, I think that's probably one of the biggest misconceptions, I'd say.
Yeah, I sometimes, like when I'm talking with clients or people at a show, I'll usually ask the question, like, okay, close your eyes and think about a luxury car.
Right? What is it? So for them, they'll name something like BMW or Mercedes, whatever, right? It doesn't matter. Cool. What does it feel like? What does it smell like? And every time, these people can, like, recall these sensory expressions. Right. Even if they don't own a BMW, even if they don't own a Mercedes, they can recall what it feels like, what it smells like. That is the power of brand.
It pulls all that out. And when people cut corners on, well, they don't want to invest in that for their own business, they're like, oh my gosh, that's a powerful, powerful force that they are taking off the table. They can work for it.
Oh, there's a long list here. Oh, there is. This is only an hour long show. I'm, I, I'll probably make the point of For the companies who struggle, they kind of fail to grasp the importance of ops, right?
It's almost like they think, hey, I can do more PPC and I can run more calls and I can do more and more and more without actually doing any of the hard work to actually make the business a better business. Right. I think – I'd probably say 80% of the people who struggle, that's where they struggle. They struggle knowing, hey, when the phone rings, you got to answer the stupid call.
When you answer the stupid call, cool. You got to book the stupid job. You actually got to get it. You got to actually price yourself that you can actually have the business make money and do this thing again. You have to be able to train and have SOPs to be able to have other people follow. I think a lot of people really find themselves in this
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