Special Guest Expert - Ameet Khabra: Video automatically transcribed by Sonix

Special Guest Expert - Ameet Khabra: this mp4 video file was automatically transcribed by Sonix with the best speech-to-text algorithms. This transcript may contain errors.

Brian Kelly:
So here's the big question. How are entrepreneurs like us who have been hustling and struggling to make it to success, who seem to make it one step forward only to fall? Two steps back. Who are dedicated. Determined and driven. We finally break through and win. That is the question. This podcast will give you the answers. My name is Brian Kelly. This. Is the mind body business. Hello, everyone, and welcome. Welcome, Welcome to the Mind Body Business show. We have another phenomenal, tremendous stupendous guest lined up. Amit Kabra is in the house. She is a marketing maven. That's my words, not hers. But she is a phenom and I cannot wait to share her genius and her brilliance with you. In just a few minutes, the Mind Body Business Show. It is a show that I had developed with you in mind the entrepreneur, the small business person, or even medium or large size business person, because we can learn something from every successful entrepreneur that comes on this show that we get to interview. I get the distinct pleasure of interviewing amazing people like Amit so many over the course of now four plus years doing this show. And the thing is, is it's all for you to learn the secrets. Quote unquote, of success that each of these individuals has figured out because there are many different recipes that can make a very, very wonderful chocolate cake. There are many and they are different. All you need is one. But the cool thing is there are multiple ways to achieve a successful result. And that's what this show is all about, is showing you multiple ways and all you have to do is pick one and follow and model, and then you too can achieve the success that you both desire and deserve. Sound cool? Yes. So it's about the three pillars of success. Mind is really about mindset. And to a person, people that I have interviewed and studied, the successful ones specifically have a very positive, powerful and most importantly, flexible mindset and body body is these successful individuals literally took care and still take care of their bodies, both through exercise and through great nutrition.

Brian Kelly:
And then business. Business is very multifaceted. What is that? Well, these individuals that I focused on for about a decade, only successful people to a person had mastered the various skill sets that are required, that are necessary for one, to build a successful, thriving business, that they can also then grow and scale and continue to make bigger. And their skill sets like sales team building, marketing, systematizing leadership. I could go on and on and oh my goodness, we have a marketing expert on with us tonight. Oh, I'm so excited. Marketing is one of my favorite topics in the whole world. And the good news is, though, that you do not have to master every single skill set because quite honestly, to master just one takes a very long time. Could you imagine needing to or having to master all of them? And I only gave you a handful. So the good news is if you just master one skill set and that is the skill set of leadership, then you can use that skill set to leverage and bring in others who have or are in the process of mastering the other skill sets that you have yet to do to master or you may never master because it just takes that long to do it. We don't have we only have so long on this earth. And so that's the good news. So focus on leadership and watch the magic happen. And speaking of very successful people, another thing I noticed in studying just successful people is that to a person, they are also very voracious readers of books. And with that, I like to affectionately segue into a segment I call Bookmarks.

Announcer:
Bookmarks Born to read. Bookmarks. Ready, Steady. Read. Bookmarks brought to you by reach your Peak Library.com.

Brian Kelly:
Yes, reach your peak Library.com. And real quick, write that down. Put it in your notes. Don't go off clicking a new tab and going to search that resource or any other resource for that matter, during the show. I know Amit is going to have several. She will have her own website. You will definitely want to go to that, write these resources down because I always say this. I've said it for years, especially when speaking from stage. You remember those those physical stages in seminars and hotels is that the magic happens in the room and what does that mean? It means keep your focus on what is going on inside or in this case, what is going on. When Amit is talking, I would just hate it for you to lose focus for just that one instance, that one moment when she divulges that one golden nugget that could potentially change your life for better forever. So please stay focused. Pay attention. That's my soapbox moment. I'm going to be taking notes. I'm running this whole show, so I'm not asking you to do anything I personally wouldn't do anyway. All right. Reach Your Peak Library is a website that I had built by my team with you in mind. I myself was not a voracious reader until about the age of 47. 11 years ago. Yep, Yep. You all did the math. You know what it is now? That's good. And the great thing is I learned very quickly how impactful and how profoundly reading could change my life and did. And so I started just collecting all the books I had read that had that effect on me. So not every book is in this library. And I will also tell you that they're not in any particular order. They're just kind of ad hoc thrown in there, just based when I said add this one to the site. And so I'm way behind also on other books that have had profound impact on me. But there are plenty in here to choose from. So all you need to do is scroll down, find the first book that really speaks to you, that you say, Man, that one looks kind of interesting.

Brian Kelly:
I want to read that. Just go get it. And you don't have to get it from this website. Those buttons all go straight to Amazon. We might make a few cents out of it. This is not going to be one of those career changing money making websites, and that's not what it was designed for, specifically and truly and solely for a gift to you so that you could basically optimize your time. You can reduce the probability of wasting your time because you can see a book that's in this website has already been read by someone who vets it, someone who is successful so that you can be assured that the odds of it having an impact on you in a positive way are much greater. So cool. Speaking of odds of becoming much greater, our guest expert is going to do that right now. Going to help you to become better at marketing and I'll bet so much more. So with that, let's bring on Amit Kabra. Here she comes.

Announcer:
It's time for the guest expert spotlight savvy, skillful, professional, adept. Trained. Big league qualified.

Brian Kelly:
And there she is, ladies and gentlemen. Yes, it is the one and it is the only. Amit Kabra. Yes. Welcome to the show, Amit. How are you doing tonight?

Ameet Khabra:
I'm doing really well. How are you?

Brian Kelly:
Oh, I'm just living the dream, you know, I get to meet fantastic people like you, interview you find out what is going on, what's working today, especially in the marketing realm, because that is such a wonderful, always ebbing and flowing area in when it comes to business. So I appreciate you for coming on. I'm going to introduce you formally very, very soon. Before I do that, we have a little bit of housekeeping to take care of. And I'd like to kind of tongue in cheek say, well, maybe it's bookkeeping because it's taking care of our sponsors. So with that, we're going to hit some sponsor material. We'll be right back with Amit. Don't go anywhere. All right. Hey, if you're watching the Mind Body business show live right now, then you will have the ability to win a five night stay at a five star luxury resort of your choosing. Compliments of the big insider secrets. What is it? It is a five minute vacation stay to one of many destinations across the world. You can see as we go through this very quickly, there's some in Branson and Daytona Beach. These are in the United States, all over the United States, New Orleans, San Diego, There's also Mexico. There's also the UK and Argentina. I mean, it just keeps going on and on and on, Australia. At the end of this show, you will be given the ability to enter, to win. You must be watching this live. If you're not watching live, then head on over to the mind body business show.com and register to receive automated notifications when we go live the next time. We do not spam, we do not even pitch any products or anything from that notification. It's just simply a way for you to know that we're alive. And now you can join us and you can also participate in this incredible, incredible prize. And you do not want to miss this. So come on live. And you do not want to miss a moment because of our incredible guest experts. And we will reveal that at the very end. And if you're struggling with putting a live show together and it's overwhelming and you want a lot of the processes done for you while still enabling you to put on a high quality show and connect with great people and grow your business all at the same time.

Brian Kelly:
Then write this down carpet bomb Marketing.com then head on over to it after the conclusion of tonight's show. Carpet Bomb Marketing. Saturate the marketplace with your message. And to get a free lifetime membership to a phenomenal resource called the Peak Club. Your free membership will include instant access to deep discounts on major software services and top shelf training courses that you need to run your successful business. Think of it as your entrepreneur Discount house. Catapult your business to the next level. Sign up for free now and get a hotel discount card worth $200 just for joining. Then go and grab your deep discount. So write this down and then after the show, once again, head on over to reach your peak club.com. All right. Now let's get back to the show. Yes. Let's get back to the show already for goodness gracious. Let's bring on a meet formally and officially. Amit has spent the last decade figuring out why people do what they do online, what prompts them to take action, and how to use this insight to make marketing work better. Today, she uses that experience to design dazzling campaign strategies for her clients and teach future generations of pay per click pros at the university level. Ooh, that's awesome. How are you doing officially, Amit? Welcome to the show.

Ameet Khabra:
Thank you. I'm doing really well. This is the last thing for my work day today. Guess or work day. Because usually find, um, doing little lives and stuff like that to be a lot more fun than it is more work. So work day. Yes.

Brian Kelly:
Love it. Love it. And hello Vignesh. I hope I said that right. Vignesh is watching. Want to give shout outs for those who engage with us and we love having people engage. So. Amit. You know, when it comes to doing business, to be an entrepreneur, to be a business owner, it's not as super simple as many think it is. Who have not yet embarked on it or really gone down that path. It takes a lot of perseverance, a lot of discipline, a lot of failure, a lot of disappointment. And what I like to do is open the show with you, Amit, and ask you when you get up in the morning knowing that what it is to be an entrepreneur and the arduous task ahead of you and the disappointments and all the things that can set you back that you're about to face every single day. What is going on in your beautiful brain that is keeping you driven, keeping you determined, and keeping you resilient and moving forward throughout the day, day in and day out. What is going on up there when you get up in the morning?

Ameet Khabra:
A couple different things. First, I always like to even before I opened my eyes, I'd like to tell myself that I've had good rest. Studies have shown time and time again that if you simply just tell yourself that you actually had good sleep, you actually believe that you had good sleep regardless of how the sleep was the night before. And then you'll see a natural spike in your productivity as well. So the first thing that I will always do is sit there and just say to my mind or even out loud that I had good sleep and that today is going to be a great day. And then I roll out of bed and continue that mantra. And I think the thing that motivates me the most to continue doing what I do is honestly the acknowledgment that I am not a good employee. So this is my only option. I have to make this work. And that's usually kind of the thing that really drives me to try harder and do better is I want to build something that's going to last longer than me. For people who might not be good employees either and kind of want a little bit more autonomy in their schedules because everybody on my team kind of just does what they want when they want. And I like living my life that way too. So I naturally just brought it into my business and it's worked out pretty well.

Brian Kelly:
Wow. So much wonderful stuff right there. I mean, my gosh, you're the first one I've ever heard say that. You use that as a strategy, a routine that that you got good sleep regardless. And it's so true Now that you said all that, I'm thinking back, it's like, you know, I've done that when I'm thinking, you know, it didn't feel like I slept that good. But I'm just going to I'm just going to say, you know, and when I'm asked, how'd you sleep? Is it not pretty good? And I'm like, Wow, I did believe that. That was pretty neat. And today is going to be a great day. What a great way to start every day. What a great tip. And here's the thing that a lot of other budding entrepreneurs don't seem to grasp on to. Is that what you just said? Amit That is one of the key, key ingredients. That is one of the secrets to success is starting your day with one tiny little mindset pill, if you will, that has no side effects except massive success. I love it. And then I'm not a good employee. Yeah, that's another good reason to keep yourself motivated to keep doing what you're doing and succeed at. And I love the fact that you talked about leaving this for others after you're done. So many people are just here for themselves. And don't look at the bigger picture. My my mentor at one point was training on this from his seminar and he would say, you know, build your business to sell it as if you were going to sell it, whether you're going to sell it or not. But that way when you build it, other people can step in and can take over and can carry the baton when it's time for you to leave the business and do something else or something else happens. But appreciate that that you said that all of that I mean, that could have been our show right there. Those two tips right there, everyone. And I mean it. I'm and I told everybody to write notes just just so they Oh it went away my page got. My finger.

Brian Kelly:
Hit it. There we go. I'm already taking notes of the show. And so, um, I hope everyone else is doing the same. Whether you're watching this live, I hope you are on the mind body business. Show.com, that's where you register to get alerted and a link will come right to you, like it said. And if you're not, that's cool too. I hope you're taking notes on the podcast or the recorded video. Oh my goodness. So much, so much to talk. So is it did you start out as an employee at some point and then realized, I don't like this, I want to start something on my own? Or did you jump right into entrepreneurship? How did that journey work for you?

Ameet Khabra:
Uh, it's a little bit of a convoluted story. Uh, when I was 19, I was volunteering for a volunteering for an organization that was doing event planning for a massive dance competitions, basically. And I remember one day I just, like randomly had said that I'm like, maybe I would do it on my own. And I don't know who planted that seed in my head. It was definitely somebody I just can't quite remember who to credit on this one. And I remember the chairperson at that time looked at me and was like, I don't know if you could do it. And I remember sitting there going, That's probably like, those are your famous last words, really, at this point, like, you don't tell me what I can and cannot do. Like my parents learned that years and years ago, years and years ago. And like, they just, like, kind of gave up and they were like, you know what? As long as she's not harming people, let her do whatever she wants. Really, at this point. And I love my parents for acknowledging and realizing who I was is just somebody who's going to do whatever the heck I wanted to. Unfortunately, this man had no idea. So I went off and decided to leave his organization and started my own. And I had the youngest team that was like organizing at that time. I was the youngest leader at that time and I was also the only female leader at that time as well. So that was like a really cool moment for me and I didn't really acknowledge it for what it was at that time, and I kind of wish I did. And within a year I actually got credited in their PR release for the reason for being the reason why they actually were going to stop doing one of their larger events. And I hate myself so much for not like, you know, printing it out and putting it into a nice little frame and keeping it forever. So I've been trying to find it and I just can't find it anywhere because it's like really kind of one of those highlight moments of your life where you're like, Yeah, I did that and I did that basically by myself.

Ameet Khabra:
Um, so that's kind of like where it started to a certain degree. And then after a couple of years, I realized that I hated event planning and I didn't want to do it anymore. So I basically closed up shop really quickly. I was living in British Columbia where I am now, decided to leave for Alberta, and five days later, like literally five days later, I was gone. Um, and I just basically started taking temporary jobs wherever I could. And then eventually I got Google ads certified just because it was something that seemed really interesting to me. And three, four days later, I got an email from somebody going, Hey, you're exactly what we're looking for. So I basically went from spending like $3,000 a year on my own advertising for the company that I was running to, 4.3 million, essentially what felt like overnight. So the learning curve was very, very steep. I mean, it wasn't the greatest time of my life, but it also was all at the same time because it was a lot of work that I wasn't prepared for. But I'm so grateful for it because it's made me so much quicker and I'm able to diagnose accounts a lot quicker and just see things in a different way that a lot of other people can't quite see. So I went and did that, decided to leave that and go off to an agency so I could learn all the other skill sets like SEO content, social media and all of that great stuff. And then a year into that, I realized that I'm not a good employee. Seeing as that, I told my my two bosses back to back to go f themselves and still somehow had a job at the end of the day. Like I showed up to work the next day and nobody said anything. And at one point I actually packed up my things and left the office and I told them that I wasn't going to come back and I'd be working from home until further notice. Like I really was horrible. I was not I was not a good employee. So when I say I'm not a good employee, like that's some of the stuff that I've done.

Ameet Khabra:
Um, so after a certain point I just went, let's freelance for a little bit, tried that, and then eventually somehow it just, I mean, as we're going to continue talking, it snowballed into an agency and now I lead a team of I think there's eight of us, including me, seven, 7 or 8. So, um, yeah, it's been, it's been it's been a good time.

Brian Kelly:
That's fantastic. I mean, my gosh, to be the head of a $4.3 million ad spend, was that like a year or a month or. How long is that?

Ameet Khabra:
Yeah, I did that for like I did that for a full year. But my experience before that was $3,000 and I did that maybe for about two years. So I went from spending like 250 a month to 320,000 a month in a blink of an eye. And nobody ever questioned my capabilities, which was interesting at the very least.

Brian Kelly:
But that's also, you know, affirming in a way as well. And I'm sure that that was a jumpstart in teaching you the craft that you now are continually refining. It's never over, is it? I mean, ads and marketing always changes. What works today doesn't work tomorrow. I mean, gosh, we used to be able to make a living off of just email marketing and blasting thousands of people from a list that people would, you know, back in the day. Others would buy these massive, massive lists of people they never know knew this is before spam was even a word. And they would just send out these mass emails and make a good amount of money by doing it. And that doesn't work anymore, obviously. And now what have you found? What is you know, I'm just I love marketing. I love everything about it. You do. You do ads and do you also engage in one on one and or referral marketing? Or do you have, um, are you in touch with people who do that? The thing I'm leading up to, the one thing I wanted to ask you is today, right now, what works? So you have to market your business to get people to come to you, to market their business. And so for you, what does that mean? What is the best form today for you of marketing? Is it are you putting out Google ads for your own business? Are you doing it in other ways? Social media marketing A big combination of everything. I'm deeply curious what is working for you right now?

Ameet Khabra:
Uh, my my belief, even from before I even realized this was my belief, is that knowledge is always going to be power. So for me, I've always been an open book. So when people would call and be like, You know, Amit, I want to learn more about Google ads. Can I pick your brain? More often than not, Especially now in the industry? You hear, you see like you can kind of hear somebody's eyes rolling. When they hear that, they're like, Well, picking my brain is not going to pay my bills. And I mean, of course it does not. And if it's going to take an hour or two to explain something to somebody, then of course you should be charging for that. But there's also a fine line on that where, um, I just took every call. I took every call that possibly came my way, and I just went, Forget it. I want to talk about ads. I love ads. And I know that even now, ads is such a it's such a complex topic for people to understand that they almost get scared of it. But I still, almost to this day, like still take those calls. If I meet up for coffee or something, I'm usually the one paying for it, even for lunches and stuff like that. And that's always like an odd thing for people where they're just like, okay, so you gave me all this information and then you paid for the meal or the coffee or whatever it is. And it was never intentional before. Now, like, I've realized that it works relatively well for me. But before, when I was doing it, it was just I wanted to know people. I just like. I'm genuinely a curious person. I wanted to get to know people. I wanted to understand what their hesitations towards ads were. I wanted to understand where the learning gaps were. And then what I ended up doing was taking that and actually turning it into content. And that's how I was able to grow my Instagram page to a relatively decent size, I would say. And that's something that we're still working on today. But what's happened is that all of these people that I took out for lunch and took the coffee or did all these calls with have now moved off into higher positions.

Ameet Khabra:
So now they've they'll sit in their, you know, marketing director's seat and be like, oh, we need an ads person. And the first person that they're going to think of is me. So naturally I just end up I'm like, Really? It's like the residual. I'm like, it's like residual passive income really, at this point in that sense of like, all of these people just keep on saying my name. So in like this one little city in Alberta, there's nobody else other than Amit Kabra for ads. And it's gotten to the point where like, new clients will come in and they're like, We heard your name about three, four times now. And I was like, Thank you. I love hearing that feedback because I'm like, all the work that I put in. Yes. Not even knowing that I was putting it in has paid off now because I simply wanted people to, one, understand ads better because I knew that they didn't. But also I wanted them to know that I absolutely love ads like they're my favorite thing in the entire world. And the only way people are going to know that is when you talk about it, because then your passion shines through. So I'd always just get really excited and be like, okay, let me show you this. Let me show you that. Let me send you all these resources. And that inevitably turned into an agency for me.

Brian Kelly:
Oh, what a lesson right there. I hope everyone was listening very intently. And I think there is a part of you, a big part of you that that drove you to do that is also that you love helping people innately. That that is that's what part of your core is. And that is why. God, thank you. You're like a breath of fresh air. And we have there are so many similarities between you and I. It's almost crazy because I love doing I do the same thing. I literally today I had a gentleman reach out and say, Hey, I'm in an appointment to get a demo with you. And we've talked twice before on a certain automation tool that I use. And I said and I said, Great, I can't wait. And he goes, I know I, I set up an appointment with you, but if you just have a video or something, a pre-canned like video demo you want to send me, I don't want to waste your you know, I don't want to eat up all your valuable time or something to that effect. I'm like, Are you kidding me? I love this part. I love talking to people and I'm not charging them for it because the same same thing like you, you're passionate about it, you're good at it. And you can you can help somebody else at it. And then you don't realize after time it's like everyone's raving about you. All of a sudden it's like, Well, that person helped me and didn't charge me. That means if I were to pay them, my God, I wonder what kind of service I would get then. I mean, you're setting the table. Exactly.

Ameet Khabra:
And I think a lot of people are short sighted on that. Yes.

Brian Kelly:
Agree. They're going they're short sighted because they're going for the short kill. The quick kill. They're going for the quick payoff. And they don't realize that an investment like you are doing of your time up front can reap massive rewards versus small micro victories that don't last nearly as long as. So you're going to have when you get a new client that is that one person that you help from days gone by that will be your client for the rest of their need of having your service, period. They won't go anywhere else. And so you're going to have a long term residual income as a result of that. So kudos. Oh, so refreshing to hear this because I do this many times during the day. I'll be on a call and I tell them, look, I don't I don't think I should charge per breath that I take in and out. And for every minute that goes on the clock that I'm talking to somebody, I'm just here to help because I enjoy what I do. Just. Just. I mean, just like you said it. Fantastic. Oh, so enlightening. So wonderful. Fantastic. And I mean.

Ameet Khabra:
There's definitely a time and place. Yeah. And there's definitely a time and place to be charging per hour for a consulting and stuff like that, especially if somebody's asking for more of a deep dive, personalized type of strategy or something along those lines. And of course, yes, if you want me to look at your account, then you're going to have to pay for the years of experience that I have. But if you're just asking general questions and you just want to understand more, even if it's, Oh, how do I get more clients like on our end, like I get agency owners going, I don't know how to get more clients. I'm not going to sit there and be like, Pay me $500 an hour or $1,000 an hour or whatever it is. Because at the end of the day, I know that that agency partner might actually turn into like an actual partner. They might actually give me the work after a certain point. Maybe they're just doing the selling. I hate selling. So like this might actually be a really great partnership. So like, rather than looking at it in terms of what can I get out of them, it's always been what can I give them that will eventually come back to me? Because I really do firmly believe what's mine is mine is coming for me. So if I'm giving something out for free, like whatever is supposed to be coming from me is going to it's going to be there. Like, I don't I don't have any worries about not receiving what's supposed to be coming towards me, if that makes sense.

Brian Kelly:
That is what I call a bomb dropping moment. Me You're going to see what I mean here. Yeah. The smart pop. Thumbs up knowledge. Thumbs up wisdom. Yes. Oh, my goodness. I was just itching to push that button because. You're doing it. You know, you said you hate selling, but guess what? All the time you are helping that person. You are literally selling. You're just not being a sales person. You're not being that person that's asking for the transaction, but you are literally selling yourself and your abilities to them inherently. And that is there's nothing wrong with that, calling that sales at all. And that means you, in my opinion, are a master salesperson. You're not a bad one or a horrible one. You're a master because you have chosen a route that works incredibly well and it's natural and people who doesn't. You know, the other thing is so many people are thinking they might be thinking this. And tell me if you've ever heard this. Well, the meat if I follow your advice and I just tell everybody how to do everything, they'll never hire me. It's like, well, actually, because there's quite a bit involved, they will never go off on their own. Or they'll try and they'll go, Oh my God, this is too much. You know what? I just want to pay you to do it. Will you do that? Is that have you experienced that?

Ameet Khabra:
A lot of times in my response is always you can try and fail or you can try and work with another agency and also fail there. But I'm like, I know at the end of the day you're coming back. Um, and it's always funny because they always think that I'm being really, really cocky about it and I'm like, No, it's honestly just the truth. And, um, a funny little story, I guess, to go with it is that we have this one or we had this one client worked with her for about two years, really intimately. She was one of our largest clients at one point. And then last year in June, she decided to terminate her agreement because she wanted to work with an agency that did everything. So email, social ads, everything under one house, because she was like, I think that's the support you need and unfortunately, you don't provide that. And I remember looking at her and I'm going, okay, I respect the decision. It is what it is. And at the end of it, I literally was like, You know where to find me whenever you do need me at this point. And about a month and a half ago, I got an email saying, Ameet, I want to come home. And I was like, I'm waiting with open arms. Just come back. Like, because been was one of those like, you know what? I already I already know you're coming back and like, go ahead, take your year off. Like, have your time, have your time, but like, you're going to be coming home to me at the end of the day, and I know that. So it was just kind of one of those funny conversations that I had to look at my director afterwards and was like, Guess what happened today? He was almost off of his floor laughing because he's like, You predicted this exact situation. And I was like, Because I just know people. I know that the work that we do is the best because we work so closely with our clients and we try to foster that really like, I really do care about their businesses as if they're my own. I'm constantly calling and I'm like, Did we make money or did we not?

Ameet Khabra:
Like, it's not a Did you make money? It's did we make money? Um, and it's just interesting that like other agencies don't do that. And I knew that she would feel that afterwards. So it was what, four, 4 or 5 months in. And she had figured out that it was just not a good fit. But unfortunately she's on a year long contract, so we have to wait until June for her to come back. But she's already basically at that point where she's like, I'll sign the agreement now so we can get started right away. And I just couldn't stop laughing. I was like, It's just meant to be when you're supposed to be with me. I already know that you're going to be with me. So I don't really, like, you know, get too, too bent out of shape about it.

Brian Kelly:
That's like they can choose. They can choose their friends but not their family. But once they get involved with a meet, you are now family. You're not going. Anywhere. I love it. So I love I love the confidence. I love the swag. And you said so many things that were superb salesperson lingo. You have no meat. You are a phenomenal salesperson. You're. You're phenomenal. You're just. You're amazing. You may. You may think you don't like it. You may think it's arduous, but think it's because you're thinking of a used car salesman or a vacuum salesman that in the day you're way too young to know or remember this. Or maybe you've heard stories, but they would literally knock on the door. This was back when women stayed home and reared their children. That was my mom. They would open the door because they trusted everybody back then, and the guy would be standing there with a bag of dirt and he would dump it on the floor as soon as the door opened. So he could then show you how well the vacuum worked so he could sell it to you. That's the kind of salesperson you're probably thinking of when you say don't like it, but you have figured it out because that kind of icky sales doesn't work, not nearly as good. Some people can still pull it off, I imagine. But you are phenomenal and just obviously you're successful and keep doing what you're doing because it's obviously working and you're helping people in the in the process. And there's another thing to point out to everybody, not everybody that you spend time with and talk to, is going to become your client. Not everybody, Not every one of them. In fact, I've had many. How many has this ever happened to you on, Amit? Where? We have a chat, they ask a few questions, and then I ask them what they're doing. I become their client. Sometimes it's like I need what you have. Let's. Let's do something. Yeah. And I've had this on my show. I've had guests come on my show and a lot of people go, How do you monetize your show?

Brian Kelly:
I said, I don't look at it as a transactional interview ever. I look at it as, Let's get to know each other and let's just see what happens. If anything happens at all. It's okay if nothing happens. I just made another lifelong relationship friend Amit, you're part of my family now, just so you know. And so you can't choose those. And it's just an amazing thing that goes on. If we just would just sit down and relate, you know, form a relationship, not make it always transactional, how am I going to get this person to buy my stuff? That never goes through my mind? It's like, is there even a need? Do I solve a pain point? If not, so what? Maybe they solve mine and vice versa. Is that a similar philosophy to how you go about relationships? Talking to others? Yeah. So it's a great it's a great thing. And I can't wait to go deeper into what you're doing. Go ahead.

Ameet Khabra:
Sorry it cut out just ever so slightly at the end, so didn't catch the ending.

Brian Kelly:
Oh, just said go ahead. I heard you start to say something.

Ameet Khabra:
Oh, I've lost my train of thought now. I'm so sorry.

Brian Kelly:
That's all right. Technology. We were having some spotty communication issues before we started. Thought we had that fixed, and we're. We're back to it. That's okay. The show must go on. So before we lose all communication capability, what I want to do, because I am deeply curious about what it is you do, who you serve, who's your target market, what are the services you provide like A to Z? And if you have a success story or two, which I can only imagine, would love for you to share that with everyone as well.

Ameet Khabra:
Yeah. So I run a online marketing agency that specializes in pay per click advertising called Hop Skip Media. Um, we work with small to medium sized businesses, typically people who either are too busy to handle their own marketing or they you're like a marketing manager and you typically you just don't have enough time in your day to actually handle the ad side of, of your job. Um, so we, yeah, we basically kind of just take over the ads. We almost act like an in-house team to a certain degree. We like to have calls with our clients frequently enough that we are able to understand what your numbers are. And that's something that we actually ask our clients to come in with. And if you follow me on social media, you know exactly what I'm talking about when I'm saying numbers is that we're constantly badgering everybody. You need to know what your close rates are. You need to know what your average order value looks like. You need to know these numbers. I know that it might not be something that you really want to talk about sometimes. And I understand, like keeping those numbers close to your heart is, is something that I used to do quite a bit. But the moment you actually realize that giving those numbers out is actually freedom in a sense is kind of the greatest feeling on the planet. And especially with your advertising agency or any agency that you're working with, because really at this point, you're hiring these people to become partners with you. If you can't share what you're closing at, how much an average order or a job looks like, I can't effectively do my job. I want to understand if it takes me $50 to bring in a lead and it takes $100 or you make $100 off of that, that's $50 on the top. And more often than not, people will look at that $50 and be like, Great, I made money. But there's management fees. There's also your margin that you have to kind of consider. So you might not be making money and will have no way of finding out unless you actually give us those numbers. And I feel like I really need to like drive that point home because this happens more often than not to us.

Ameet Khabra:
And it's incredibly frustrating, to be entirely honest with you, because it's just one of those things that we really just want to know so we can effectively do our job. But also we really do want to grow your revenue. And the best way for us to do that is to be able to know those numbers. So if you're thinking about working with an agency right now, I would highly encourage you to understand what your margins look like and what your close rates are and all of that great stuff. Um, I forgot the third part of the question. I'm not going to.

Brian Kelly:
Oh, that's fine. If you have a maybe a success story or two.

Ameet Khabra:
Many, which is the great part. So we work with a lot of lead generation businesses. So service based businesses or business services, so like HVAC, plumbing and heating refrigeration. We work with a child psychologist who's that person who's coming back to us in June, and we've sold out every single one of her online conferences, which has resulted in, I believe at 20 I'll double check, but it was between 20 and 24 X on her ad spend, and it was something that she had never done. And this was like right at the peak of the pandemic where she was like, I can't actually do my in-person anymore. Let's try online and see what happens. And she honestly thought that we wouldn't sell very many tickets. And when she looked at the numbers, at the end of the day, she went, Holy smokes, how did that happen? And it was just finely tuning the targeting and actually understanding what we were trying to do and making sure that we actually conveyed that point, but also hitting on the pain point of the parent who is trying to learn more about how to better support their child in in that specific industry. Hvac has been something that's been really great for us where we're just constantly getting phone calls for our clients and they're, you know, growing. And one of our clients actually ended up growing into a different city because of us. So it's been really kind of cool to watch this happen. But it also really speaks to the fact of working closely with your agency, because once we know what those numbers are, we know where to go. We know how to kind of scale you up and look at where the ads are actually going to be most effective, but how we're going to spend your money most effectively as well, because we don't want to be throwing two, three, four, $5,000 into ads and being like, okay, let's see what happens. I want to be able to predict it and we can to a certain degree. But again, like the broken record I am, we need to know your numbers to be able to go back and figure out how to replicate those results month over month.

Brian Kelly:
Wow, I love all that. Yeah and numbers. That's always one of the least glamorous things to think about and sit down and crunch for many. I was that way for a long time. I'm probably still not as good as I should be on it, but once I did finally sit down and look at all of it and I. Started writing down on a spreadsheet. What my monthly outlay was and what I was bringing in. And I was like, Oh my. Goodness, we got to do some fixing here. And so that was a good exercise to go through and. It'd be interesting to go. Through a deeper dive and figure it out. At a deeper level so that be more prudent with the spending. Because I got to tell you, I'm a shiny object person where I love automation and all these automated services that are out there. I'm a I can be a sucker for some of them and grab them and then go, Oh my God, I already had one just like it. And I forgot, you know, stuff like that. But yeah. I'm the same person. Yeah, but especially for spending on. Ads because that can so. Quickly run away from you. I mean, I think I was telling you before we got on the show that I had hired. Three different Facebook ad agencies. This is years ago, pre-COVID, and. Every one of them. They failed. They were very reputable, all three of them. It was just my niche. They no one had figured it out yet how to make it work. And it wasn't. I, to this day, do not hold any ill will toward the three agencies at all. It just was. Something they couldn't crack at the time. So it's it was frustrating to spend that kind of money and it was a lot and get I mean zero in return and yeah if you can if you can somewhat. Confidently predict that you're going to get success. So I had a question as you were talking that came up in my head was, what is the most interesting type of business you've done ads for? Ad campaign for and interesting can mean just about anything. But what would be one of the most.

Ameet Khabra:
Actually. I, um. That's why I probably. Shouldn't be admitting this one, but it was actually really kind of cool to figure out. So it was cannabis actually, which is technically like illegal in online terms, but somebody that I knew through like different friends was wanting to run ads. And I went, Well, there's no risk on my end if it's his business manager and all of these other things, right? Um, because nobody had successfully figured out how to do like blacklisting ads and I was just so curious about them that I actually somehow I can't explain how exactly I figured it out. It took me quite a few hours to do it, but I basically used a cloaker to fool Facebook into believing that we were selling clothes and not cannabis. And the ads actually ran successfully for about a week. And then the person that I had done it for made a tweak and that completely went down. And then after that point, he was calling me constantly and he was like, How did you do that? And I'm like, I'm never doing that again. I'm like, It was far too risky. I just wanted to know that I could do it. Like I just wanted to have a tail for everybody eventually at some point. But I'm like, I will never touch this again because I'm like, It's just too risky. I don't want to get my own account banned and then suddenly I can't provide for my own clients. It was just like a fun little thing to do. But I would say that was probably like the most thrilling time was to sit there and be like, okay, what's going to happen now? Like, am I going to get an email from Facebook going, You're banned. You're never coming back? Or is this going to continue running? And somehow I got away with it. So I'm very grateful for that.

Brian Kelly:
It's interesting because I know. A guy. That sells CBD oil and he goes through the same thing and none of it is well, even the stuff that has zero THC in it, you know, it's. Not to get you high, it's just a it's a it's a supplement. Literally. He has the cure for cancer. He's cured. Many people had him on the show. But he cannot do stuff like that. He can't publicly he can't put in writing. He cannot put in writing anywhere that he has a cure for cancer. They'll come after him and said, so his name is Chris.

Ameet Khabra:
It'll turn into an unreliable claim is essentially what they would call ridiculous.

Brian Kelly:
I mean and the the the stories, the history of how many people he's cured with the CBD oil product. One of them was a friend. Of mine's wife. I never met her. But I met him many times. And she's been cured. My wife has taken it. I'm taking it now as a preventative. It's a supplement. It's a little eyedropper and a little bitty bottle. No THC, don't get high. No drug at all. And he still cannot make any claims and he can't advertise. It. On like you're saying, it's CBD oil. It's not a drug. It doesn't get you high, but yet you still are not allowed to promote it or advertise it. It drives me nuts. It's crazy. It's like this can this is life saving stuff and they can't even advertise. So it's word of mouth for now. And I tell everybody about him that I come across because un unbelievable. I mean, stage four cancer around and six months later cancer free. Unbelievable results this guy's. Getting for people. Um, and so he's just a gem. But anyway, that was a little side side trip there. But yeah, because you're in the ad space, I would imagine you've have you had anybody from that offered. Cbd oil. Come to you and you just had to say, Sorry, we can't do that, or is that not happened yet?

Ameet Khabra:
No, it's happened a few times and it's they've tried to do it on the Google end. And that is even harder to like trick just because they're they're really following where that site is going where Facebook was a little bit easier to manipulate. So that's why I took on that client and I was like, let's see what I can do. But for Google, I know where that literally if one of my my IDs goes down, all of them will. And I refuse to risk that because Google ads is like literally the love of my life. Like so much so that I dream about it. I would I can't I can't put it at risk. It's just not something that I have the stomach for really at this point. So we've had to sit there and kind of give people a couple tips and tricks on how they possibly could do it. But we haven't actually done it ourselves. There are ways to promote CBD products through social media, but it's very careful writing that you have to do. So it takes somebody who actually really knows the cannabis space but also understands social media to be able to do that. But I've seen it happen. It's just it's just a very tough industry to be in to market at the very least.

Brian Kelly:
No kidding. I mean, it's it's crazy. I don't understand it, but. Oh, well. So my goodness, I can I'm geeking out so much because I love I'm I am that person that I'm a software. Engineer by trade years. Ago. So I love automation. I love solving problems I despise. Adds, meaning the. Back end Facebook ads, they're so confusing to me. They they make my mind just do somersaults. Google ads. I went in to do a YouTube ad at one point. This is going back right before pandemic time. And it looked similar to Facebook to me, like, oh, no, not again. And I had to have a guy walk me step by step. And I said, No, I don't want to do this. So thank God for you. You know, God bless you for loving it and. Taking care of that for us because I would go berserk, go nutso mean in. The very beginning. It was it was a lot simpler with Facebook and all that. And they didn't have you automatically reject your first ad no matter what and for any reason whatsoever. And then you just resubmit. And now it goes through. It's like unbelievable, crazy stuff. I don't understand it. So that complexity, you offer a great service and a great value to people who truly need it, who don't want to go through that hell like like yours truly. I don't want to do that. And that's the beautiful thing that, you. Know, we all. Have our own talents. You have one. That's, you know, very. Very sought after is because so few people understand ads and so many are like me that just throw their hands up and say, just have somebody else do it and hopefully they're good at it. So when you do, when you bring in a client, do you what is your model? Is it just a flat like monthly fee, weekly fee or and then do you incorporate what the ad spend is going to go with that? And, you know, there's all. Those pieces where, you know, when I first started doing it. It was Facebook and.

Brian Kelly:
They said, You got to pay us several thousand a month. It was, I won't tell you the exact number. It was too much. And by the way, you're going to also put in ad spend. And by the way, you're not going to see a single thing happen for 30 days. Like what? And so they said it had to, you know, build the audience. Or something like that, forget. All the lingo and thought, okay, well, if that's. The way it is here, it's not. That way anymore. But I was like that right there. And then and there I thought, No wonder. The small. Business people don't do this very much. Because it'll put them in the poorhouse before they even get their first sale. So is it like that anymore? And do you have obviously you work with small and medium sized businesses. You figured it out. So how does that work? How does that work with you and your business? What's the the model. For getting involved?

Ameet Khabra:
I actually really. Appreciate this question because I get to go off on a couple tangents here. Um, but the way that we do our billing is on a tiered model. So it's based off of your ad spend basically. So we have a minimum and then it goes up to a certain ad spend and then it just kind of goes into tiers after that, and it's clear it's pretty, yeah, it's pretty clear cut and I think it works really, really well for for everybody because then at least they know how much to be expecting every single month in terms of what they're spending. When it comes to the ad spend. The ad spend is paid directly by the client so you know exactly how much you're spending every single month. But then also from like a writing off standpoint, you are the ones who you get the receipt every single time. So that way you actually have a line item in your bookkeeping every single time. And that's something that I think is incredibly important for every business owner to be doing. If they are working with an agency, I would not encourage you to work with an agency that says that they'll take on the ad spend and then they'll just bill you out for it. Because what ends up happening is that sometimes they'll pad that. So let's say your budget is $10,000 and we've spent 9000 this month. They might bill you for 9500 or the full ten K and just keep whatever is left on top and you'll have no idea because you're not the one getting the receipts. And I've always found that to be a shady practice. It's not something that I've ever been a fan of. So naturally, obviously I don't go that route. But then also it helps when, if and when you want to leave, right? So when an agency ends up taking that ad spend, they kind of can hold the account hostage to a certain degree. And that's not something that we want to see ever in our account. So the you're paying an agency to do this work. You should be receiving that work back. That's you're literally paying for it. If I'm going to McDonald's, I'm getting a cheeseburger and I'm walking out.

Ameet Khabra:
I get that physical product. You should still be getting whatever your you all the work that they've done for you when you leave as well. So that means account ownership on your ads, account account ownership on your Google Analytics, your search console tag manager, everything under the sun is yours because you paid for it. And I need to make that very, very clear because there are some agencies that will say, you know what? You can pay the ad spend and you can just pay us the management fee, but we still own your account. And then they hold you hostage for years and years and years. And at this point, you're dissatisfied with the service. But the account in itself is performing relatively well and you don't want to start all over again. So naturally, you just stay with that same agency regardless of whether or not you actually want to be with them. And that sucks because when you leave, you would have to essentially start all over again, which is something that no like as an agency owner, I would never if I knew that you had a converting account, I would not want to start all over again. I love data. I want to run through that and figure out how to make the account better, not how to start the account and figure out how to get your conversions in the first place. So that's if you're interviewing agencies, please ask them who owns the account. And if the answer is not, you walk out. We don't want that. We don't need it. We don't. We don't need it. Um, and yeah, so we work on a month to month basis. Our agreements are 90 days and then it goes to month to month. So we're not trapping anybody else for like a year or two. You have full autonomy. You own everything and. Yeah, I think that's basically that's my that's my spiel on, on how we work.

Brian Kelly:
No, I appreciate that. And I'm glad you you said I didn't even know that anything. Other than what you described that you do was. Even how people operated. Because the three I had previous and the one I have now, I, I own the account. They just have access to it. And I can get in any time and see what's going on. I mean, yeah, sure. Could they do something and make my account? The charges go up dramatically in one month? Yes. And I'd be out that money, but at least I have the power to then go in and say, kick them out. Don't let them be a manager of that account anymore. So there is some there's total control. But you'd have to there has to be some trust involved. At some point there has. To be. Or you wouldn't be doing this to begin with. My goodness, I can't believe this. We are already three minutes out from the end, which doesn't mean we have to end right at three minutes. But I did promise everyone who stayed with us live that they would have the opportunity to enter to win a five night stay at a five star luxury resort, compliments of the big insider secrets. That's that red and white stamp over Amit's left shoulder on the right of the screen. If you're watching live or recorded. That is them. The big Insider Secrets, my good buddy Jason Nest. So I'm going to do is put it up on the screen. You must be watching live, as you heard earlier, to enter to win. And so I'm going to put it up on the screen. Just remember, write the down. Just write it down. Enter after the show is over. Why we still have one more heavy. Hitting, super profound and personal question to ask Amit. Ooh, I wonder what that could be. Here we go. So to enter to win. It's coming up on your screen right now. It is. Go to the website report M forward slash vacation. Let's report forward slash vacation. Enter to. Win. After the show is over.

Brian Kelly:
Write that down now and then enter to win. And we will pick a winner at random. And you will. Get all the great information. The winner will get the information on. How to redeem that amazing, amazing vacation. Stay. The sponsor themselves has actually. Taken advantage. Of that themselves. No less than three. Times and. Reported it's 100% legit. You don't get taken down to a basement water drip, torture with a timeshare, a. Presentation or anything like. That. It is a legitimate hotel or resort as a resort stay and you get to reap the rewards of that. And they treat you as if you're a full paying customer because they don't know any different. It's awesome. So hope I can't I can't wait to see who wins that. Back to Amit. So we end the show with every guest expert that. Comes on with a very, very profound question. It's so profound, Amit, that. I'm going to be asking your permission down the. Road. Um. You may not be that long from now. Now that I got my first book. Out or in the editor's hands. But I'm going to be putting together a compilation book with everyone's answers in it. Well, everyone who agrees to. Allow them to be part of this book, it's that profound. It's so powerful. In the beginning of. This show, some four plus years. Ago, I on occasion would ask this question and I started realizing and recognizing, Wow, these answers are amazing. And so I decided to make it the end question for every show. And it's awesome. Because now I can I can make a book out of it and you get to be part of it if you if you agree to and you will because you're going to rock it because. There is no such. Thing as a wrong answer to this. Question. It doesn't exist. In fact. Just the opposite. The only correct answer. Is yours. And that's because it's going to be unique to you. That's the only thing that makes it personal. That's it.

Brian Kelly:
So it's not a big deal. And now with all that build up, you're. Probably going, What the heck is this question going to be? So with that, are you ready?

Ameet Khabra:
Genuinely very, very interested in finding out.

Brian Kelly:
Love it. Love it. Well, let's do it. Here we go. Amit Kabra How do you define? Success.

Ameet Khabra:
I define success. And actually multiple different ways. For me, I am somebody who needs to do what I want to do when I want to do it. And owning a business has allowed me to do that. It allows me to earn as much as I want or as little as I want. It allows me to work as much as I want or as little as I want. Usually more than little. So for me, I think success really delves in. It really becomes, am I able to do what I want to do without restriction, and does that make me happy? And I can confidently say that it does so in technicality. It's a weird thing for me to say just because I've got a little bit of imposter syndrome, but like, I do really believe that I am a success. So yeah.

Brian Kelly:
And that is. Because you. Are. And you know how we end this? Oh, yeah. Yes, That is a meat cleaver. Ladies and gentlemen, smart bombs, bombs of wisdom, knowledge, bombs. We get it. All right here, right. Now. Fantastic. Thank you so much, Meat. It's been an absolute pleasure having you on. Appreciate you for. Sharing your. Very valuable time and the end of your workday. Now you get. To be. Recharged for tomorrow and go crush it once again and serve more people. And so everyone be. Sure to visit Hop, Skip, Media.com. We'll put that. Up on one more. Time. Oops. Got. Yep. That's the right one. Hop, skip Media.com. And what's the best way for folks to reach out to you? I see a contact button on that website. Could that perhaps. Be one way for them to get in touch with you guys?

Ameet Khabra:
Yeah. So the website's a really great way to get in touch with us. And then if you're also just wanting to learn more about ads in general, our Instagram page or well, I should say my Instagram page is a great resource and I'm not tooting my own horn on that. I really do believe it's a great resource, especially for people who are just trying to learn more about ads in general or how ads, agencies and businesses should be working together. We put a we put a lot of work into it. It's something that I really do believe in. And it kind of goes back to like that first story of just knowledge being power. I want people to understand more about ads, even if that doesn't directly result in in work for us. I know that it will for somebody else and that still is a win for PPC. So at the end of the day, I just really want to see PPC like be like that one thing that everybody really firmly believes in because right now it's still like smoke and mirrors. And I don't I don't it doesn't feel right. I think it really deserves its heart. It really deserves its spotlight. And I'm trying my best to to shine the light on it.

Brian Kelly:
Fantastic. And what is your Instagram handle?

Ameet Khabra:
Oh. Yeah, I probably should have said that. Hey, it's AdWords girl. So ad w o r d. S g i r l AdWords girl.

Brian Kelly:
Fantastic. I'm definitely going to go follow. Well, thank you, Amit. You've been an absolute pleasure and. You have brought massive value to our audience and I cannot wait. So everyone who is who has watched this show. Has listened to the show, please share. It with. Those in your circles because it will only make them. Better at digital ads. They'll be more understanding. Of. Who to hire, why to hire. And what things to look out for as well. And all of this is great information. That will help keep you from making mistakes and. Get you to that level of. Success you you desire and you deserve much quicker than if you. Were just to go trying it on your own by. Trial and error. Because Amit just gave you the. Great roadmap of how to do it the right way. And I think part of that would involve reaching out to her. I'm just. Saying. So with that. Thank you, Amit. I appreciate you on behalf of this amazing young lady. I am Brian Kelly, the host of the Mind Body Business Show. Until next time, everyone do two things. Number one, go out and crush it and serve more people. And number two, above all, be blessed. So long, everybody. Have a great evening. Thank you for tuning in to the Mind Body Business Show podcast. At www.theMindBodyBusinessShow.com my name is Brian Kelly.

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