People Profits Purpose – John Belcher – Episode 20 – A teacher and partner at

A bit about John:

John Belcher is a teacher and partner at – a company that educates people on how to succeed with paid traffic. With AdSkills – John has helped businesses master the ever-changing world of online advertising. John grew up in a small town in Wyoming and studied at University of Notre Dame and is a former “Googler” – who believes that YouTube is the best way to advertise online.

  • John Belcher is a Partner and Teacher at “” that educates people in effective ways to use and profit from paid advertising on major online platforms.
  • John grew up in a small town and then went to the University of Notre Dame – his small town values led him to help people get the most from their advertising dollar – not just to burn them.
  • John has a passion for YouTube and believes this is the most engaging, affordable and trackable way to connect with customers and attract new business.
  • Business owners shouldn’t be worried about click numbers – the focus should be about the quality of people you are attracting – the numbers will be lower, but the conversion rate will be higher.
  • John talks to Nick about the top three things any small business should do to start attracting business online.
  • John encourages people to look at to learn more about their courses.

02:18 Nick welcomes John Belcher to the podcast.

02:40 John talks about his background – growing up in Wyoming.

Going to the University of Notre Dame.

05:20 John talks about the values he gained from growing up in a small town how it transferred into the business world.

08:30 Nick asks John about life at University and gaining a job at Striker selling medical devices after school.

09:50 Nick asks John “Why YouTube”?  How is it a different, more organic, engaging platform than Facebook?

12:10 John talks about “Attention, Ad, Action”

12:50 John mentions that YouTube is the second most used search engine behind Google (and google owns YouTube) – Google can categorise you based on what you’re searching for.  It’s not about interest, it’s about intent.

14:00 John explains how Google ads work.  How Google builds a profile based on your online behaviour.

15:46 John talks about how Google picks up ‘atypical’ actions – so they know when you’re in the market for something different.

17:30 Nick ask John to explain the difference between paid advertising and organic Youtube marketing. YouTube is made to entertain or inform.

20:20 John discusses the advantages of Video SEO  

20:50 John talks about paid advertising on YouTube – the ads that run before the video clip.  How to target these videos so people won’t skip.

23:30 You need to approach paid traffic with the right mind set – have realistic expectations.

Advertising is an investment.


25:04 Nick asks John to run through what should happen when someone clicks through on an ad!

26:00 You can’t compare Facebook ads with YouTube ads – they’re not the same.

27:12 How YouTube increases organic traffic to your website – it’s doesn’t come through click only traffic.  Your home page needs to be built as a conversion page.

30:30 John talks about how YouTube users are higher in quality – they may cost more than Facebook but are better in the end.

31:20 People have become lazy ad consumers, particularly on Facebook – YouTube weeds out tyre-kickers – because you have to go through more hoops to get to the site.

33:40 Do as much as you can to get the right enquiries – don’t just focus on the numbers.

34:30 Nick asks John where a typical small business should start?

Retargeting – staying in touch with current audience/buyers to increase lifetime value.

36:48 Using In-display ads – extremely targeted and cost effective.

40:00 John talks about using YouTube geographically to target customers in your area…

41:00 Run of Network Advertising –your ad serves on any video content.

43:45 John Belcher contact details:

  • “” – courses to sell advertising on major platforms
  • Sign up to John’s partners daily email – The Daily Edge Newsletter

  • Try the AdSkills Mini Course – Traffic Traps

7 lessons that make the biggest different in paid advertising.

47:06 Nick thanks John for his time.

People Profits & Purpose Podcast – Aaron Crossin – Episode 11 – Insights from the NPI Marketing Boss!

Aaron Crossin is the Senior Consultant and Marketing Bad Boy at Nick Psaila International and oversees the internal & external marketing strategy and deployment at NPI. After leaving school, Aaron started his career in hospitality with his father – building and running one of Sydney’s leading catering and event designing companies.  His interest and passion for marketing led him to the NPI team where he has evolved into the companies’ leading marketing specialist. In this episode, Aaron speaks about what it takes to market effectively in today’s environment, understanding metrics and shares his cool tech tips to help you with your digital marketing.

  • Aaron talks about the passion of being a marketer – in today’s digital world, you can never master the art – it’s constantly changing and you must keep pace of these changes.
  • Marketing is about people knowing you and trusting you before they purchase with you.
  • Every business should have a balance of direct response marketing and branding.
  • You don’t have to have a formal education in marketing to be an effective marketer – the internet, podcasts, blogs and videos provide as much relevant information as you need.
  • It’s important that businesses understand the cost of acquiring a client – there is a formula and once you understand it, you can build an effective campaign.
  • There are three things you should never do when putting together a marketing campaign.
  • Understanding metrics.

1:41 Nick introduces Aaron Crossin

01:53 Aaron talks about leaving school and getting into the hospitality business with his father.

03.33 Aaron’s interest in marketing leads him to Nick.

04.18 Aaron moves into business coaching and marketing for NPI Brands.

05:30 Aaron shares his view on what it’s like to be ‘a student of marketing’.

07:28 Aaron talks about the different marketing types – the difference between branding & direct response!

09:24 Direct Response and Branding in detail.

11:30 Nick asks what does it take to get to the next level in marketing – constantly learning, making things better, not giving up.

14:27 Learning  more about the marketing and the digital space – internet, blogs, videos and more.

16:52 Aaron discusses the planning and implementation of a marketing campaign – being specific about the end objective or outcome and go from there.

21:40 Nick and Aaron talk about understanding Metrics and finding how much to acquiring a client.

23:45 Aaron talks more about metrics in the digital space.

26:25 Aaron discusses the latest Facebook marketing – the power of video, Facebook live – being real.

31:42 Three things to avoid when putting a marketing campaign together.

34:30 Tech tip – Some cool new instruments that can help you with your digital marketing.

37:35 Mental toughness in marketing

39:00 Nick’s pop quiz  – Aaron’s favourites.

41:00 Advice for future marketers and companies.

43:50 Contact details for Aaron.


  1. Crazy Egg.
  2. Hot Jar.
  3. Neil Patel
  4. Eric Siu –
  5. Frank Kern –

People Profits & Purpose Podcast – Ajit Nawalkha – Episode 9 – Understanding life & living BIG

Ajit is a business coach, angel investor, speaker and author with the motto of LIVE BIG. He’s the Co-Founder of Mindvalley and is keenly focussed on creating personal excellence in himself and others.

Born in India to a small household of only 22 people (all in the same house) it’s pretty amazing that he’s described by most as having infectious calmness.

Starting out with a lack of abundance or understanding of money in the world… most learn early that money is the most important thing – providing safety, security and is the measure of success!  BUT – is that really the case?  Ajit disagrees.

Ajit is  currently writing an edgy guide for business coaches (due out 2018) and is happy to share the core themes and how to implement them today.

For a  vegetarian who lists “Understanding Humans” as his super-power, in this episode Nick speaks to him about his journey from his beginnings to MindValley, his biggest lessons to date and why humans actually need a challenge!

  • Questioning your reality
  • There’s more exciting things in life than money
  • Rules aren’t always true, changing your reality and questioning things
  • What really drives a human being?
  • Extrinsic vs Intrinsic motivators… get things done because we care!
  • We need challenges in our lives… we don’t want comfort.
  • Advice for a start-up – TIP: don’t quit your day job!
  • Looking to scale…? How
  • Not everyone has to save the world
  • Being practical about your passion

00:42   Nick introduces Ajit

01:52   So – where did it all begin?

04:40   Making money  a focus?  Being scared makes you do things that are safe – not fulfilling.

05:40   Learning that some things are more valuable than money

08:20   The “Mindvalley” story…  creating personal excellence.

13:20   What explains human beings?

14:25   Intrinsic motivators (passion) and greed… finding purpose.

15:55   Humans aren’t lazy.  We need a challenge – comfort not the be all and end all.

16:22   Humans need challenge

17:30   Biggest lessons learned?

17:50   You need to give respect to people.

22:25   It’s going to be ok… best  advice to give your younger self.

23:40   Who and what to take to a deserted island?

25:17   Advice for a start-up… “don’t quit  your day job.”

27:40   Scaling a business – finding a great team / focus on the systems

30:45   A day in the life of Ajit?  Rituals and routines… intermittent fasting explained.

39:40   Ajit’s book… currently writing:  A guidebook on how to look at your business in a new light. Being practical with your passion.

43:30   Scheduling your Bucket List… makes it irrelevant.

46:13   Connect with or on facebook / Instagram


“The Code of the Extraordinary Mind” – Vishen Lakhiani

“Stealing Fire” – Steve Kotler

People, Profits & Purpose Podcast- Dustin Mathews – Episode 6 – Key lessons from the founder of Speaking Empire

He’s a bestselling author, having recently co-written “No BS Guide to Powerful Presentations” with Dan Kennedy and codified the highly regarded “Irresistible Offer Architecture”, Dustin Mathews is the presentation king!

The Founder and CEO of “Speaking Empire”, Dustin Matthews is an in-demand training guru who has studied with Frank Kern and Dan Kennedy.  He is a serial entrepreneur and regular columnist with Entrepreneur Magazine and has assisted with multi-product launches worth tens of millions of dollars.

In this episode, Nick & Dustin speak about what Speaking Empire is all about and reveal key lessons that Dustin has learned over his career in sales and marketing.

  • How presentations can change your life
  • Getting people to take action is essential
  • The problems with thinking short term
  • Business needs to stay in touch with valued clients
  • The power in your partnerships
  • Learn from people around you, it’s essential

3:27 Presentations can change your life….  Doesn’t always have to be up on stage.

4:07 Dustin’s background… how to avoid public speaking and copping out

6:20 Getting excited about getting a crowd excited.

7:20 From leaving with nothing to school to #35 on Inc Magazine’s winners list.

7:39 Big key – get people to take action.. Step 1.  Get people in front of you.

8:50 Big message – you have to understand marketing. Have a presentation that is ready to go…

10:25 The power of OFFLINE mail…  

11:58 Big mistake with direct mail?  Don’t do it cold!  Get known first

13:50 Dustin’s failures…. Being a baby face – will people take me seriously.  Beating yourself up… I’m no worthy!  

14:40 The problem with thinking short term.  

15:13 Failures are learning lessons – you learn a lot more when it’s your money

15:50 Joe Polish quote – how long is a buying cycle

18:23 Dustin’s superpower?  X-Ray vision times two?

20:41 What should a business focus on for growth? … find the business within the business (new revenue stream).

21:25 Business need to stay in touch with their valued clients.  Treat the base that’s all ready there

22:00 There’s power in partnerships – Joint Ventures.  Trade customers

23:43 What is Dustin’s business “Speaking Empire” all about?

25:23 We bought a church – a business investment made in heaven.  

28:00 We’re in the job of getting people to take action

BOOKS: 28:55 – Dan Kennedy (Co-authored).  

Think and grow rich – Napolean Hill

How to win friends and influence people – Dale Carnegie

29:40 Learn from people around you.  Customers, team members, yourself. Loved ones.

Dustin’s book with Dan Kennedy:  

30:41 Dan is a marketing guy – direct response marketing guru.

Powerful book about presentations.  One presentation can make you rich!

No BS guide to Powerful Presentations:  (This LINK – )

It’s about the structure of a persuasive presentation.  Five core elements of a powerful presentation.  What do we do before the presention.  What’s the follow up like?  Retargeting…  using technology.

32:52 Finding your purpose?  What helps?

People, Profits & Purpose Podcast – David Cavanagh – Episode 4 – Wise words from the Google and Youtube wizard.

David is a keynote speaker working the four corners of the globe.  A larger than life Aussie who has lived in Thailand for over 13 years and currently runs workshops & boot camps in getting businesses onto the first page of Google and Youtube.

Once found dressed as Superman on Gold Coast Booze Cruises, he’s now far happier providing step by step guides on how to getting you ranked well, and he tells it like it is.

In this episode, David explains his techniques used to generate motivated clients and how to make money using his tried and tested tools.

  • Getting on Google’s first page!
  • Just call “sales” – helping people if you like.
  • Made $1million in 9 months – by just getting stuck in
  • The laptop should be called the Lap-SHOP… earn money anywhere!
  • Super Dave – to super Blubber! Booze Cruise hero with a six pack!
  • Learn the power of Youtube.
  • What does google want from you?
  • Be the dumbest person in the room

03:25 David’s formative years!  His Punchbowl origins living down the road from Vince Sorenti (Aussie Comedian).

05:45 How did David get into sales?  We’re all in sales, whether we know or not.  We’re all selling something!

07:19 How do you find a way to sell and be well received.  Solve a problem… how?

09:40 How did Dave end up living in Asia?

10:15 Moved to Thailand – had very little money.  Locked himself into a room, figured out what he was good at, made some services/products.  Nine months later had made a Million!

12:25 What is Dave’s super power…?   Getting clients on First Page of Google – building a sustainable business and putting money in the bank account

13:40 Youtube is powerful if you provide solutions to people’s problems.  Don’t focus on HITS!  That’s how idiots track success.  

Drive leads to a landing page… convert that interest….  Good call to action.  Need a great site that rewards the interest.  Wow them…. Make sure your video matches your pages.  

16:55 Don’t be scared of doing videos.  Even your mobile phone camera is brilliant.  

19:54 Get noticed on Google…  focus on your business – and let the professionals do the optimising.   Model the success of others.  Google wants relevant results – give people what they want to buy.  Use Opt-ins, reports and don’t spam google with black hat techniques.

Give google what they want!  Ts & Cs, Policies and Procedures, contact pages with a phone number…and they will reward you.

22:30 HOT TIP: On the Chrome browser (Google’s)… find SEO STACK.  Get relevant key phrases to use in content writing, site content etc.  Try “” Give it time.  

24:17 Secret Tip – Google Registration… shhh!

25:40 “Mobile Business Cards” – digital versions.  

29:37 Who has influence you?  Meeting Jim Rohn.  Tony Robbins, J Abraham.  Alan Pease

The main influence – those who attend my course.  They help make the course work.

33:25 How do you recharge?  Weirdly normal ways!


Best Book to Gift: “Greatest Salesman in the world” – Og Mandino

Get in touch with Dave:

People, Profits & Purpose Podcast – Tom Collins – Episode 2 – From Blue collar background to Sales Superstar

From telephone sales and coaching training – to being on TV and selling to over 15,000 buying customers a week, Tom is one of the most experienced direct response and revenue optimization experts on the planet.  

“As the founder of “FOUND REVENUE” and the CEO of C5 Consulting, based in Salt Lake City USA, Tom’s been running the back end for the best in business, including working extensively with the big direct response company PMI.”

In this episode, Tom explains his story and the lessons he has learned from an extensive career in all things sales and direct response marketing.

Here’s what you’ll learn:

  • How Tom grew a business up to $150 million with over 600 staff?
  • What to look for when recruiting a sales person… Tom’s got some great insights.
  • What do you do when you’ve done everything you wanted to? If you’ve lost your why, what will keep you motivated?
  • What “else” are your customers buying? How can you provide it and profit.
  • A lot of money is being left on the table…. People don’t know what they don’t know.
  • What impact has your family had on your business and life balance?

00:36 Nick introduces Tom Collins.

02:51 Learn Tom’s story.  From blue collar background, to college and recognising sales as the bridge to escape the Blue Collar life ahead.

3:46 How ads in a newspaper gathered huge success…  Back when a $150 ad for a job in sales would bring in 100 + keen people every week.

4:43 Selling seminars / infomercials for the gurus.  Learning how to sell and coach.  

5:06 The power of direct response advertising.  Been hooked for 25 years now!

5:39 Sales is viewed as “not cool”.   Is that right?  Nick explains

6:33 Sales was an escape… over time it has changed into a birthday party.  Now nearly as good as being a pro ball player.

7:15 How did Tom grow a business up to $150 million turnover with 600+ staff?

9:57 “We failed at everything”… when a $200 000 spend got no response.  

10:30 “How partnerships helped us grow” –  as the momentum kicks in.

11:19 What to look for when recruiting a sales person… Tom’s got some great insights that he swears by.

12:44 Hay makers and hay balers…. You need both kinds of salespeople in your team.

13:22 What failures has Tom had?  What did he learn from them?

13:41 How to overcome major setbacks… Going from “we are done” to leaps and bounds!  What  we did as we struggled to pay bills for 51 out of 52 weeks.  

16:07 When you can’t pay the bills, what attitude helps you to prevail?

16:55 What do you do when you’ve done everything you wanted to?  When you’ve lost your why,   what will keep you motivated?

19:30 Money follows the happiness – Key lesson learned!

20:00 If your “why” is the money – get ready for a crazy ride of ups and downs.

21:13 So just how successful can telesales be?  It has a bad reputation – should it?

23:08 Hear a success story about closing prospects successfully with a little friendly follow up.

27:06 What niches work well with “cold calls”?

28:13 Learn how a carpet cleaner utilises the data available and a call centre to achieve great success.

32:15 What is Tom’s business “Found Revenue” all about?

32:47 Sales and marketing makes it easier to keep score!

32:57 Think – what “else” are your customers buying?  How can you provide it and profit?

36:43 A lot of money is being left on the table….  People don’t know what they don’t know.  

37:54 What impact has your family had on your business and life balance?

40:48 What’s downtime like for Tom?  How do you recharge?

43:23 What to chat further – Tom’s available to answer questions happy to get back to you.  Just check the “Found Revenue” NEED THE LINK – for some Checklists and Blueprints – on Lost Revenue… just search – Nick Psaila & Tom Collins on Facebook and LinkedIn.

LINKS: 42:07 “Mount Olympus” – A photo of the view from Tom’s front door  

NEED THE LINK from Nick given by Tom (mentioned in show)