Ireland’s Most Respected Marketer – Anthony McCarthy

Anthony McCarthy is of Ireland's most respected marketers. Anthony has over three decades of sales and marketing experience and has a no-nonsense approach to using the Internet. For the last decade, he has been marketing online full-time.

And in that time, he has been in demand to speak globally, has become an Amazon Best Seller, and has taught hundreds of people and businesses how to successfully use the Internet to grow and digitize their business.

And we're talking about companies such as Logitech, as well as the Irish government, and even the European Union.

issue125-audio-interview Anthony McCarthy

View Issue 125 Of Digital Bugle
Online Marketing Guide

Transcript of Interview with Anthony McCarthy

Martyn Brown:

This time we're welcoming, Anthony McCarthy, one of Ireland's most respected marketers. Anthony has over three decades of sales and marketing experience, and has a no-nonsense approach to using the Internet. For the last decade, he has been marketing online full-time. And in that time, he has been in demand to speak globally, has become an Amazon Best Seller, and has taught hundreds of people and businesses how to successfully use the Internet to grow and digitize their business. And we're talking about companies such as Logitech, as well as the Irish government, and even the European Union. Anthony, welcome.

Anthony McCarthy:

Lovely to be here. Thank you very much.

Martyn Brown:

Great to have you here. Now, perhaps we could start with you telling us a little bit more about your background, and what it was that inspired you to venture into online marketing.

Anthony McCarthy:

I think that would be longer than the whole interview. Very simple, necessity. I was in the retail business all of my life, in ceramic tiles and kitchen cabinets. And I did a very large project where for over 6.8 million was the sale. Property crash happened, the guys couldn't pay me. I lost over 1.7 million of my own money, and I was literally on my backside. So a friend of mine rang me and said he was doing an event in Dublin and there were a couple of people coming in from the States to talk about online marketing, which I went, "Okay. Right. Your point?" And one of them had family from Cork, so he asked me would I come up and bring them for a pint as you do in Ireland, and that type of stuff.

So I went up completely and absolutely skeptical, and met a guy called Matt Bacak, who I believe has been on before. And I signed up for his programme, and that's how it started. It was really just, it wasn't anything that I invented, it wasn't anything... I joke about myself, this isn't the rags to riches story, this is a riches to rags to riches story. It really was I've got five kids, and I knew if I continued while I was doing, it wasn't going to work. Then I know that COVID would have come in because I was importing all of my product from Italy at that point in time, and I wouldn't have been able to import anything through the current pandemic and the rest of it. And so I would have been completely wiped out again.

But I knew back then I wanted to change when I saw... I'll be honest, it's twice in my life my jaw has dropped with technology. The first time was, I know I'm this old that I saw a Lotus... I used to use Lotus 1-2-3 and DOS if any of you can remember that. And I remember seeing Windows and Excel for the first time. I walked in late and the guy did an auto fill, and I bought 11 computers that day and walked out and told him, "Deliver them." We were done. We were sold. And the other time was when I saw an autoresponder because, for me, I did a lot of direct mail campaigns and flyers, TV, advertising, radio advertising, newspaper advertising.

I'm old enough to know why the newspaper column inches, is the width it is. It's the width that you're able using your head without turning your head. And there's the whole psychology behind that. But, when I saw an autoresponder, it was like, "Ooh. You're telling me now I can send an email, write one email and send it to as many people as I can get on a list." That made sense to me. And so that's what started.

Martyn Brown:

Wow. I mean, so in many ways, Matt Bacak, is to blame for you venturing into online marketing.

Anthony McCarthy:

Matt has become a lifelong friend. We talk three, four times a week, and we do some projects together, and we've become... Because literally, I'll tell you the funny story about all of this. Back then, events were way bigger, people were treated like gods. And Matt was a bit standoffish, and couldn't understand. And long story short, I had sent some stuff to his mother, because she was talking about visiting Ireland and the rest of it. Which you would do being Irish, like there was nothing... We didn't say anything about it. So we did all that, it was all grand, and Matt comes back with his good wife, Stephanie. They spent some time in Cork, and we're on a train to Dublin because he's never been on a train. Americans, never been on a train. No disrespect to my American cousins, but they don't do a lot of trains.

So we're on the train, and he just turns over to me, and he says, "Dude, what the F do you want? What is it you want?" And I just looked him straight in the face, and I said, "I want to know the answer to one question and one question only." And he said, "What is it?" I said, "Is this BS or is this real?" And he said, "Okay. What you do is you jump on a plane next week, and you're going to come stay in our house, you're going to stay in the basement." Which sounds horrific, his basement was bigger than my house. It had its own bar which suited me fine. And I went over and as I say, I went to meet the Wizard of Oz, the all-knowing wizard, and I met the guy who plays the organ. So he absolutely took the business apart and I saw the inside of the business. And that was me, I was hooked from then on.

Martyn Brown:

Wow. And since then you've gone on to work on several multimillion-dollar businesses. For anyone who's never done that though, Anthony, how hard did you find it to get started?

Anthony McCarthy:

A nightmare. And I'll tell you why. The Internet is a very, very simple business, and that's the problem with it. Because most people look at it... Anyway, I believed it was true, but I didn't believe it was true. I kept making it complicated. I kept adding stuff from traditional business. I couldn't understand that I can buy a domain name, I can set up an opt-in page, I can drive some traffic and get people into an email and send them emails and sell them stuff. I kept trying to mess that process up, by adding in things. The other challenge is, there's a million ways of making money online, but you can't make money doing a million different things.

Martyn Brown:

Of course. Now it's good advice. That's great advice. And I think that's where a lot of people do get lost, isn't it? Because they try a million things at the same time.

Anthony McCarthy:

Yeah. And the thing is, like my analogy is, it's like the person that's drowning. Because when I say I lost everything, I borrowed the money to do the course with Matt off my father. My father was paying my expenses, feeding my family at that point. I mean, I went below zero so fast, it wasn't funny. Over 20 million worth of property got completely annihilated. So I had every reason to sit in the ground, feel sorry for myself and not get back up. However, there's one thing that I've learned through... I lost my sister when she was 29, she had cancer, and that was kind of a refocus. And when I was feeling sorry for myself, my father walked in and said, "Your sister would love the problems you have." So I'm responsible for the decisions I make.

The challenge that most people do is you feel like you're drowning, and you want any way of getting rescued, and what you're doing is just swimming up, and you're grabbing any piece of straw that's passing. Whereas if you could just swim up and turn around and see the boat that would be with you in two minutes, if you float on your back, you'll be rescued. So what people do is they grasp at every straw, they grasp at everything. And let's be honest, we're all online marketers, anybody reading us is in the online marketing business. We're good at what we do. You never see an advert on the TV from McDonald's, where you walk in and a mother is screaming at the kids, "Sit down or I kill you." The kids are crying, they're trying, their two brothers are beating the crap out of each other in the corner fighting over the toy, because one brother wanted the toy one other has.

You don't see three guys at 11 o'clock at night drunk with the burger hanging in the side of their mouth. You always see this beautiful, happy place. Marketing is about presenting the best possible picture. But finding focus is the secret, to be honest. Focus on two things. What's your number? Where do you want to be? And everybody says, "I want to make a million dollars." Why?

Martyn Brown:

Good question.

Anthony McCarthy:

Except no one has. "But why do you want to make it?" "Because all I want to make is a million dollars because it would change my life." That's not a reason. That's the reason to go buy a lottery ticket, that's not a reason to start a business. "I want to make..." So you start with how much money do you need to survive? How much money would you need to get slightly better, slightly better, slightly better? It happens in increments. It can happen very, very quickly online compared to any other business ever been. One of my businesses, I spent 450,000 Euros, which is about $600,000, just to find out if people wanted the product or not.

So when people say to me, "Oh, I spent 40 grand on a programme." I say, "Okay. You spend 100,000 on college and a lot of people don't come out and do anything with that." So it's get your number and understand that it's a business. That you do have to invest, and you either have one of two assets at all time. One is time and the other one is money. So if you have money, you can outsource to people to get back your time, which is the level that I know. But when I didn't have money I had time. So you have to focus then on what your number is, and focus on what you're going to do with that time.

So if you're trying to do an Amazon shop, or this or that, build an email list, and do social media marketing, run a local business marketing, because I did all that. All that happens is you run around and you're extremely busy. But you don't make any money. It's when I took away all the noise and I focused on, and the reason I went into List Building is I started making money from my list, and I was asked to speak, and I met a lot of speakers. And when I was talking to guys, I always ask, "What's the one thing you do every day?" And the one answer I get, bar none, I have never met anybody who has said different who's on a stage, "To send emails."

Martyn Brown:

So I mean, I guess in terms of when you started, was that your sole focus once you realised that all the other stuff was distractions, but building your email list was the key thing that you needed to do? Is that what you're focused on?

Anthony McCarthy:

Yeah, that was it. That was the complete way. And then I didn't have money, so I couldn't do paid ads, and that type of stuff. I didn't know enough about it. And paid ads are a fantastic way of pouring petrol on the fire. They are a fantastic way of putting petrol on the fire. However, if you haven't started a fire, all it do is it costs you a lot of money to dampen the logs. And that's the reality. So I then went back to what I did in the kitchen business, and I started running contests. And that's how it started. I started building. The first one I did was Logitech. I got in 10500 subscribers in a month, running a campaign with Logitech, which was funded by the European Union, because it was a piece of software I was developing with them. And it came out and then I saw this, I'm like, "Ooh, hang on a second. Keep this offer. I can do a list of these in my lists, because I'll make an awful lot more money from my list than I'll ever will from the Software side of it."

And so that's pretty much. And I used to run contests in my kitchen business, I used to give away a 25 grand kitchen. Everybody thought it was insane. And you get all this stuff. So I'd give away $25,000, kitchen, I'd put an ad on the local newspaper, I'd put an ad on some of the radio stations we were talking about before we came on, and I would run it. And everybody asked questions. People would come in. They'd ring in or they send in their answers back then. This is how we were talking. Like they'd send their answers in or they'd call into the show. And we would normally get 100 to 200 people to enter a contest.

Now people said, "Oh. But you're getting people who don't want a kitchen." I understand that. But it was also getting 40 people who did want a kitchen, and I was able to sell to 20 of those. So I was then able to do 250 to 300 grands worth of campaign and business with these people out of the contest. And I got the kitchen from nothing from the manufacturers, and then negotiated a back-end deal with the manufacturers that if I bought over 100,000 from them, that they'd give me 10% extra discount, which was 10 grand, which covered my advertising costs. So I've been doing this always. So people like to win, people love to win stuff. And the other side of it is you've already got one winner, so you can up the value. And for me, it was the case that the traditional opt-in page just wasn't converting for me.

Because let's be honest. When you're starting out, nobody knows who you are. So why do they care? You come up with this fantastic PDF report of this or that. Nobody cares. That's the reality. Nobody cares. Even at the level I'm at, and the level that Nick is at and the rest of it, we still have to go on a webinar and explain to people who we are. There's no superstars in this business. Everybody thinks, "Oh my God. This guy is a superstar. Matt is a superstar." I can walk down the main street of my town naked and nobody knows what my name is. So you're not famous. So for me it was just about creating a different way to get people, and then I was able to leverage. So I would leverage, I'd go to Lex and Matt, and say, "Your next launch, will you give me a gift for that or will give me this and that?" And I'm able to leverage off of those people.

So then people who are known in the industry, I'm able to leverage off of that, I'm able to tell the other people. Because what I learned at the start, is there are three models online. There's reporter, publisher, and god. Reporter is, "I saw this and I think it's very good." Every news programme, every newspaper, every cinema magazine, every radio magazine, the Radio Times, everything that you see out there is reporter. The model is right in front of you. It's a very, very proper way to make money because it's called affiliate marketing. People just don't do it right. All that reporter is, is they want somebody to tell them, who's not the person selling the product, that this is good. That's what they're looking for, and why it's good. So that's one.

The other one is publishers that, "Look. Myself and Paul have made this amazing product together about how we can do podcast, whatever. Boom, boom, boom." And we go then god is the situation where, "Look, this is what I've done, this is how much money I made, and this is why you should listen to me." And you have to go to publisher first. You can go from god back to publisher and bounce in and out because we all do but you have to go with a reporter first. Reporter is just what affiliate marketing is. And people say, "Oh, it's very confusing." When all those tweet me, it's just like, this business is actually very simple. All the models are there. So I started making YouTube videos, and I was running competitions. I'd make YouTube videos, I would do reviews of products.

Back then, Google and Twitter were very friendly. So Twitter was indexed. I would hack the guy whose launch was coming out. So I would go to Twitter, and there was software back then at the time, this is all gone unfortunately, and Twitter would allow you follow the followers of somebody. So I would find out who's launching in a month, and for the next month I would follow all the followers of that person. Everybody follows the names. I follow people who are following the person because they want to buy their products.

And if there's any doubt, and then if I'm tweeting out, and I put the product name in, and I have the guy who made it, say for example, Matt Bacak, "Amazing new product by @mattbacak, every one of his followers saw it, every one of my followers who were following him saw it. And in a video review, "Check out this amazing review." Guess what happened? They went to review and they started buying on my link. The mess up I did on that being profitable is I didn't put an opt-in page in front of it. When I figured out I went, "I can now use these guys to build my list."

Martyn Brown:

Nice. I mean, you have a substantial list, I believe it's over 100,000 people on your list. I was going to say, have you got ways of sharing some tips so that people can achieve the same kind of level?

Anthony McCarthy:

Yeah. Well, I've done over a million leads for free, so which I'm  kind of proud of. So one is contests…I sell a program on this, I’ll be all transparent on it. One is contest. I built my own software in that because I didn't get what I wanted. We do a lot of lists through contests. Other one is giveaways, which I'm launching as well, a giveaway site. And the other thing really is like, if so let's say you've got zero money today and you want to start making your first couple of bucks. First of all, if you've got zero money today, you're going to have a challenge in any business. I'm going to openly and honestly say that if you've got zero money, you're going to have a challenge in any business, because you do need some investment.

The level of investment in this business is minuscule compared to any other business. I must actually look up the numbers because somebody has asked me, "Oh. I don't want to pay $1,000 for a programme." Which I understand, it's a lot of money for people. I never really glib about money, there was a time when I had no money. But you couldn't get a hotdog stand in New York for less than 30 grand. So when you look at the relationship, so how to build the list, what I would do is I would go make exactly what I said, I would make review videos on Facebook groups, on Twitter. I would make review videos of products, preferably have an opt-in page in front of it when you're going to Facebook groups and the rest of it. But to start with, just build up your list, or build up your sales, get some money in. Do review. "This is amazing product."

A lot of the product manufacturer or a lot of product launches on Warrior and on JVZoo will actually give you a copy to review. Now, you have to ask the right way, and you have to tell them what you're doing. So you tell them you're going to make 10 videos, or you're going to make six videos, then make the six videos. And I would make six to 10 videos. I would retitle them, I would absolutely change them around and then have 10 titles for the same videos. Change video slightly, but unboxing. Unboxing videos are colossal these days. So make an unboxing video. And of course, "If you want to check this out, and you really like this video, thanks, the link below to buy is here." Now. Here is the secret. The very first line that you post in your description is, "Click here to get this now…" With the link for the product. That's the very, very first thing that you do.

Because if you do that, they see that in the description when they're scrolling on their phone. And you'll start making some sales. You're not going to be able to retire but you'll start making some sales. Then start posting that video on Facebook, posting that video on LinkedIn, post it on Twitter, post it on Pinterest, post it on Instagram. They're all free traffic sources. I'm not saying post in your own group, I'm saying go to groups or let's say it's make money online niche, there's thousands of groups in the make money online niche that will let you post that. Then once you get a few dollars in, make a page with that in and have the link and then ask people to opt-in as well. And then start driving people to an opt-in page. And you can build your list for free that way. That's the easiest way for anybody to get started, who's got no money.

If you've got some money, then invest in a couple of programs because there are software out there, like again, now plug me all the time, but there's Nick’s programs as well, which are fantastic. They'll send out emails, you just got to drive traffic. And a lot of these places will teach you how to drive traffic. And the thing people need to realize about the Internet when they're learning this is that the Internet is a moving river. So it's constantly changing, it's constantly moving, it's constantly updating. So follow in the footsteps. You really want to make money and get your ass out of trouble. Following the footsteps of somebody who's doing it, that's what I did. I learned from five or six different people, I took some of the stuff that I know myself and I blended it all together.

Martyn Brown:

Now, that's great advice. And I think as well what you just said about this being a moving river, you're absolutely right. If you had a list of 100,000 people 10 years ago, the value of that is minuscule. You've got to constantly be feeding that list and generating those new leads coming through. And I guess that's one of the things that you focus on quite a lot, Anthony, is to bring those new people into your list on an ongoing basis.

Anthony McCarthy:

Absolutely. And what you want to do is go and build your list all the time.

Martyn Brown:

And how would you go about that? I mean, I know you've done books, you've done courses. Is that part of your strategy?

Anthony McCarthy:

The Amazon Best Seller, I don't really, really talk about that, because that was more of a PR stunt than reality. Okay?

Martyn Brown:

Right.

Anthony McCarthy:

So let's be honest because what we did is we read the game. So we all went into it, a lot of us got together, we all went into the book, and we all made it. And we got Amazon Best Seller within the first two hours. So there's a whole formula of doing that. So because it looks good in the CV. But in relation to building my list, one of the things is I do webinars every week, I do recip webinars. So I'm bringing in cost, versus another thing I'm now starting to do is low ticket launches, where I go to WarriorPlus, and I'm bringing in people and I'm paying people for these.

Because if you think about this, if I go to Warrior Plus launch coming out, and I pull up the launch, and my front end product is $8, and then there's the upsells. Everybody is trying to get money out of their $8. I don't want money out of the $8. I will give 100% commission, and I'll give 50% commission and even 75% commission, and even some of the big affiliates, I'll give them 100% commission of the whole funnel, up to about $200 or $300. And everybody is saying, "My God. Why are you doing that?" Because they're going to send me a ton of traffic. And I'm buying leads without taking any money out of my pocket.

Martyn Brown:

Yeah. Yeah. So it's a $0 way of getting hundreds or thousands of new leads into your business.

Anthony McCarthy:

Yeah. Even if it is 500 people. Let's say you just sold 500 units, that's 500 buyers, who you can now mail offers to, webinars to. If I have 500 buyers, and I can put 120 people on a webinar, I can drop a $997 product to them, and I can get 10, 15 sales, and I can make 15, 20 grand, two or three times out of those people. So it's worth 40, 45 grand to me in the back-end.

Martyn Brown:

And as well, I guess, Anthony, the key there is that these aren't people just opting in for a free PDF, or something that's free, that people will get it has zero value, these are actual buyers that are coming onto your list. And the value of a buyer is always way higher than just someone that's downloading something because it's free.

Anthony McCarthy:

Well, yeah. I do a lot of free stuff as well with the competitions and that type of stuff, we do a lot of free stuff. But there's a system in sorting out. Because I'm a retailer, I understand the whole... I call them tyre kickers from the car business. So that when people come into my stores, you want four or five coming in. But you always have the ones coming in who have never any interest in buying and never interested in doing it. So we had systems put in place to separate those people out. You're very welcome to stay, we'll give you a cup of coffee, you can have a look around, but my sales staff are not going to spend a lot of time with you. I want to focus on the people who want to buy, obviously.

So how do you do that? An email is very simple. Send them a ton of emails. People get very possessive about their email list. I have a very simple mentality on my email list, which is the same word spelled two different ways. Buy or bye. I'm not social on my email list. I know other people do a different way, do it. I am ‘grounding the pound’ ... When we do the Legend Summit and somebody opts in for the summer, they'll probably get 60 to 80 emails, by the end of it. We get a hurl of abuse from people, we get more thank you’s than abuse. But the reason we do it, and this is something that I've never discussed with anybody is I want to separate out the people who want to really be there to the people who don't want to really be there.

Martyn Brown:

And I guess that as you say you've got a process now in place to be able to do that. I love the buy or bye, by the way. That's genius. Now alongside all of your success entity, you're also a dad as you mentioned before to five children.

Anthony McCarthy:

And also I'm a granddad.

Martyn Brown:

Oh, really. Okay. Wow. So how do you find enough time to fit all this in?

Anthony McCarthy:

Well, it was the reason I went online, to be honest, because I was very, very successful and we had an awful lot of money in the previous businesses before we got wiped out. But I was leaving, like I was booted and suited at 7:30, 8:00 in the morning. I was getting home 7:30, 8:00 at night, six days a week. On Sunday I didn't have the energy to talk let alone play with my kids. And what I found is we had all the things people wanted but we had no time. And it was funny when I lost everything and I sat back down and looked at what I wanted, and I was travelling a lot. I was in and out of Italy probably every three, or four weeks and I was travelling a fair amount... I loved going to Italy, I have to be honest. It was a beautiful place to go.

But still my kids were growing up and the rest, so that when I went online it completely revolutionized my business to the fact that when my oldest finished school, he is now 28, so this would have been 10, 11 years ago, I took the family to Spain, and we lived for six weeks in Spain. We hired a villa on a golf course. I don't play golf, but it was overlooking a golf course, and we stayed there for six weeks. And I worked probably two hours a day, while I was there. And that is the freedom of the business. I could probably make, not being big-headed or anything else, three, four times more money than I'm doing. It's not my motivator. Don't get me wrong, I like money, I like making money, but I want to make enough money that I can have my investments going forward, and all that stuff.

But for me, it's very much about quality, and now my kids are older, like my youngest is 18, so the demands of my time are way less now. And I kind of knew that was coming. And so for example, when the cinemas are open, one of my kids will come home, they might have had a bad day in school or something bad, we're big Marvel fans. Like we were at Marvel at 12 o'clock in the day when nobody else was there. I could just say, "Come on. Let's go. Let's go. We'll come back in two hours."

The difference between the online business compared to any other business I've been in is I would always say before I went online that I worked for myself, I didn't work for the business. Because when it was open, I was on. When it was in the holidays, I was on.

I can scale this business and turn this business on and off to whatever length, and it's also very, very simple for me to delegate all systems. And now ironically, three of my sons are involved in the business. Two are doing marketing in school, and the other he's gone in full-time, he packed up his job, because we got him to make 100 grand while he was driving a forklift for a factory.

Martyn Brown:

Wow. Okay.

Anthony McCarthy:

So not bad, right?

Martyn Brown:

Well, there's a couple of key things there that you mentioned. One is that obviously, this is the ultimate lifestyle business. It's allowed you to just down tools whenever you like, so you can go off to the cinema, or as you say, to go and live in Spain for six weeks, and the business continues in that time. Also, I think the other, the key learning point there is that even with five kids, you are able to make this business a success. Which again is something that a lot of people say, "It will never work for me. I've got too many distractions. I'm too busy." But when you're a dad to five kids, your time is precious anyway, but you've still been able to build the business to the level that you have. So that's certainly something that should be celebrated. I was going to ask, have any of the children followed in your footsteps? But you're saying that yes, they have. They've jumped on board the marketing bandwagon, so to speak.

Anthony McCarthy:

Yeah. Two are doing marketing in college, and interesting and this is a blowhole about me, one of them is in placement in the Credit Union, which is a local bank, and doing all of their Facebook guides and paid ads and Google, and that type of stuff. And the other guy is coming with me because he asked a couple months back, could he come in and learn? And they're learning, they're paying the price, they're learning. They're on small like if you're on small money, you want to make money, then figure out ways that you can add money to the business, and then I'll give you a piece of it. Which is the oldest that I did.

But yeah, they have followed. But the interesting thing is talking about time for a second. And you may have to cut this out, so I'm going to tell you this. I do call it ‘a wreck prick syndrome’. It's very cruel so you may have to cut this out. But the point is, is that you got to get total focus. People make a number of excuses. When I went into this, I went into it. So I went into my wife and kids, "I'm going to do this. I'm going to work my absolute like a lunatic, 12, 14, 16 hours a day, seven days a week. I'm going at this full throttle." And a lot of people, I understand you've got jobs, and you're out and you're doing it and then you're coming home. But I did a very interesting test with my students at one stage, because they were saying, "I don't have enough time to do this. I don't have enough time to do that."

And about three days later, I said, "I'm thinking to watch something on Netflix. Anybody got anything?" And I got about 45 posts of all these Netflix series, and I just thought at the time, I said, "You've know spent like Game of Thrones being one, Game of Thrones is over I think about 180 hours." So you can spend 180 hours and don't get me wrong, I enjoy Game of Thrones myself, but if you can spend 180 hours in that, don't tell me you don't have time. What you're doing is this is not a priority to you. So you got to reassert. And the thing is, you know the old flywheel? Businesses are like that. When the flywheel is static, to get it moving the first time is hard, to get it go further is harder, to get it go again is hard, to get it to go again. But eventually it goes over the top and then it keeps going, and then the momentum keeps going. So you've got to push that momentum.

So I lived and breathed it. And the other thing I did, which I find a lot of people don't do is, I interrogated the support. Any programme I got, I got my money's worth and more. Because I interrogated the support. Every question I asked. I don't believe there's any such thing as a dumb question. I've asked. My business will tell you when he met me, I couldn't spell Internet. And in the 10 years, I just absolutely interrogate their support. And the thing is people like Nick, me, Matt, and all the guys that are doing what we're doing and helping people, we love seeing that. Because it means the person is interested and they're showing interest. It's not more than someone coming in on a problem and, "No. It didn't work. No, It didn't work." It does work. You've got to put the work in.

And the thing is, once you learn it, and I understand people are technophobes, I understand people believe that they can't use a computer. I think one of the advantages I had on computers is I'm a complete tech genius. I'm being extremely sarcastic. But I've always gained. So I got nearly expelled from my secondary school for playing Space Invaders, because in the local chip shop, it was past time to go back and I was beating the high score, and I was not giving up. And the principal passed about 45 minutes later, and I was still on it and beating the score, and he just laughed, and said, "Come to my office." Later on when I explained to him, he said, "Oh, well. Okay." And to be fair, I knew the man so he was a very nice gent.

But the reality is, if you're afraid of it, get some games on your phone, and start playing the games. Because well you got to get over the fear of, "If I press this, something will go wrong." And I say that with people that are, "I don't know why emails are sent to my list, and I'm afraid because how big is the list? I've got 100 people. I've got 1000 people. I've even got 100,000 people." But don't worry about it, because there's 6 billion other people out there waiting for you that are nice, don't worry.

Martyn Brown:

Yeah, it's true.

Anthony McCarthy:

And the other side of it is, I've had some ferocious errors in some of my videos and the rest of it, and people come back and say, "We love it, because it makes it real."

Martyn Brown:

Absolutely. Absolutely. I think that's one of the key things, isn't it? That if it is human, as the saying goes. And if you can show that you're human, you make mistakes, it gives them the confidence as well to go, "Actually, I can do this, and I can make mistakes along the way." And you overcome them. And people like you even more because of those mistakes. So yeah, absolutely get that.

Anthony McCarthy:

Well, like I'm dyslexic, right? Not giving you all a therapy session, but I'm dyslexic. So once sent out an email and Matt rang me and he said, "Dude. What in the name of God is said in this email?" … I don't know what I was saying. So what I started doing until I indoctrinated in is I have a Mac. Most computers have a way of turning text into audio, or into type, and they even understand my accent. Now. So I would just sit there and talk the email. If you want it, you'll find it. The bottom line is if you want to success we can give you all the magic rules and all the formulas and all the magic-

… Sorry. Apologies. My screen went dead and I had to turn that off. One sec.

Anthony McCarthy:

So if you've got a situation if you want success, and you want to go get it, then you go get it. It is 100% in your control. My advice is the shortcut to that success is following the footsteps of somebody who's already done it because that's what worked for me. I am not one of these guys that invented a system or was there when the old gods wrestled. I went to a programme. It's one of the reasons I do the Legends so much, and I do so much three, four times a year. Because what I say to people is the money to invest going and travelling, all the rest, to put that into programme, invest in yourself and make it work. And the answer is make it work. And honestly, look, I know I have business experience about work for myself and the rest of it, but if I can do it, anybody can do it.

My 28-year-old son was 27 when he did this. He still can't build a page. He can work an autoresponder, he knows how to run a webinar but don't ask him to do anything else. And he'll tell you that himself. He doesn't understand it. He doesn't care. He doesn't want to. Everybody must know everything. You don't.

Martyn Brown:

I was going to say it's that step by step process, isn't it? And if you do need help along the way, there's always help out there. You can either, if you want to do it for free, you can go to YouTube and type in what it is you're trying to achieve, and somebody's probably got a video that will walk you through the next step. Or if you've got some money to invest, you can outsource it. You can go to one of the outsourcing websites and pay a few dollars and they will do that for you. So again, you can just keep it rolling. That's the whole thing about this type of business, about just taking that next step. Keep moving forward. Before you know it you've got the website set up, you've got your autoresponder in place, and then you can start driving that traffic across.

And as you say, Anthony, if you can't afford paid traffic, organic traffic may take you a little bit longer, but it is out there, you just need to work harder to find those people to get them to come and opt in to your list. But that's part of the fun, that's part of the challenge to get your business going. It's a bit like being a shop owner, and opening the store and just expecting people to walk in. You need to do things to get them to walk through the door. And it's the same metaphorically speaking online.

Anthony McCarthy:

It's not quite the same metaphorically online, because when you open the shop, you're opening it on Mars.

Martyn Brown:

Yeah. Point taken.

Anthony McCarthy:

It's the one thing is like people say, "I build a website." Nobody cares. There are I think five times more websites than people know. It's about learn traffic, build a list is always my advice to anybody. Learn traffic, get into it, learn how to drive traffic, learn how to build the list, and then everything else will fall in from there once you have that.

Martyn Brown:

Makes sense. So you've talked about your summits, and they are all virtual summits, I guess.

Anthony McCarthy:

Correct. Because the logic behind it is, first of all, you couldn't get this array of speakers in that period of time anywhere in a real world setting, because you just wouldn't be able to physically do it. And we have anywhere from over 20 speakers in four days. So you're getting, it really is an immersion. The other logic behind it is the money that you save between the hotel, the ticket for the event, travelling and all that, you're able to invest that in the programme and invest it in yourself. So that's why it started. That's the whole ethos behind it.

Probably will do a couple of real world events, I'm looking at that. And just to meet people more than anything else, and have that. But we are looking at one change in the virtual model. The beautiful thing and the other beautiful thing about it is I don't have to leave home. You don't have to leave home. That's a nice aspect, and I think certainly after the pandemic, there will be people who will want to meet up and meet, and all of that. But the logic always is that, "Look. If you got to take it from an event and you travel and you fly and the rest of it, it's going to cost you anywhere from 1000 bucks to 5000 bucks to go. Why not, if that's precious money to you, you're not making that money online, then why not take that money and invest in a programme that's going to help you make that money that when you go to the event is not bothering you?

Martyn Brown:

Anthony, where do we find out more about your summits? Where can we find out more?

Anthony McCarthy:

Legendsofthedigitalworld.com.

Martyn Brown:

I guess that's one of the many things that you're working on. I'm aware that we're running out of time together, but what else do you have coming up, and how can we find out more about that?

Anthony McCarthy:

So I've got my contest running. We're about to launch a giveaway. So I do fashion giveaways, list building giveaway, and there is the Legends giveaway. And so the easiest thing is follow me on Facebook. I'm Anthony McCarthy on Facebook. You'll find me. You'll see my grey beard up there. And follow me and I'll be notifying you. So we've got that coming out, a couple of low ticket launches. I actually launched a program with my son that I'm very proud of. We're helping people out to crush on low ticket launches as well. And so there's a lot of things coming. But the real ones for anybody in relation to getting traffic and getting leads would be the giveaway is going to be great because you can put up a gift. And you're going to be leveraging off of, I'm spinning... Again, it seems to be without being egotistical, my superpower is taking something that's there and spinning it into make it better.

And so the old giveaways used to work long time ago. You send in a gift, you put it up nice and traffic, and you get ranked by the level of people traffic you're sending. The problem with that is it was kind of, you got a couple of big players in there to go over. We're putting the big players in a box on this, and we're also adding ways that you can make money from the big players and that you can use the big players to grow your own list. So do exactly what I did when I started with the videos, what we're doing it with gifts. And we've got some really exciting stuff coming out. That will be out in Warrior Plus the end of June. And then we have the stages of getting fixed and ready to go. So that's the giveaway site that you can come in, you can get your gifts for free. If you want a proper gift, there has to be a low monthly fee.

Because again, what we don't want to do is, I would prefer to have 100 good gifts than a million crap gifts. So it's very much about quality and having people in the ring. But it's a fantastic way. It's actually crowdsourcing list building. When you look at it, and you take it into today's terms, because what everybody is doing is everybody is promoting the big changes that we've done. And the difference with a boring is that any optins that you send on the front end, you get them. You usually get that before. Anybody who opts into your gift, you get them as well. So you're getting the two lists. So if you're bringing in traffic from organic or you're using any paid traffic or that type of stuff, you're actually building your list as well because that's what's important about it. And then we'll have ways that you're making sales and commissions as well from a lot of the big speakers as well.

Martyn Brown:

I think anybody listening for this has now realized that building the list is the primary thing, and the primary asset of any online business.

Anthony McCarthy:

It's the only thing. It's the only thing. Actually it's not. Because if you ask me this question, if I had to give up everything, but one thing today, what would it be? And everybody thinks it's a list. And it's not. I would give my list up today, no problem. I would not give up my connections.

Martyn Brown:

Makes sense.

Anthony McCarthy:

Because with my connections, I can build a list. And that's what we're doing with the giveaways as well is that we're making connections. Because one of the hard things for anybody to do is to start off as an affiliate in the business. So what we're doing is we're helping you to become an affiliate because anybody that comes through the systems know, any of my friends who will have products up there and launches and the rest of it that we're not able to get into, they know that you know what you're doing, because you're coming through me. What people don't realize, I never say on this, build your list, do not buy your list, please. Do not buy a list.

There's solo ads, there's Facebook ads, there's Pinterest ads, there's Reddit ads. There's free ways of doing Reddit. And Reddit that actually has 1.8 billion visitors a month, folks. 1.8 billion visitors a month. Reddit is a traffic monster. Go in and play. Go in and play the game. Have a look for trades that are in your niche and talk about it, and go in and talk and then start offering people some free stuff and they'll come in, and they'll opt in. Move your frees to buyers and that's the whole game.

Martyn Brown:

Great. Anthony, thank you so much for your time. It's been absolutely fascinating to chat with you and learn more about you, your background, but also you've shared some amazing tips here as well. So thanks again for your time. I really appreciate it.

Anthony McCarthy:

Take care.

 

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Source: MarketingBugle.co.uk