Why Dave Decided to talk to Colin:
Colin Wayne has built a $30 Million business in the last 21 months. The crazy part is he is selling Steel pieces of art for different niches. 98% of his business comes from his use of funnels.
Tips and Tricks for You and Your Business:
-Colin talks about how he scaled his business from 5,000 sq feet to over 100,000 sq ft in less than 24 months (16:00)
-The importance of retargeting (26:23)
You can make money in a very select niche market as long as your marketing is on point.
welcome to funnel hacker radio podcast where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales dominate their markets and how you can get those same results here is your host Dave Woodward everybody welcome back to funnel hacker radio you guys are in for a ride of your life today this is gonna be so much fun I’m so excited and try to get calling on the show for a while Todd’s a guy basically is ex-military been a soldier he’s extra benefit fitness model more importantly he’s amazing dad husband father he’s got two kids and he’s running a thirty million dollar company on stuff you would never even think was possible to sell so call him welcome to the show yeah thanks for having me Dave it’s an honor man now are doing huge things and it’s just it’s so cool that I’m able to you know have so much synergy with someone like yourself and click final so I’m super excited to be here alaa thanks well let’s just kind of dive right into this here call so tell people about what it is what is redline steel what do you guys really do yeah so first of all stop stop stop I got to say I’m sorry he’s gonna tell you what he does this here is what it is this is one of my favorite pieces just got this in the mail from him I’ll let him tell you all the details about it but this rocks so you can get one of these to go to redline steel calm I’m sure it’s there but anyways so yes so you have the one I think it’s like an 18 inch or 24 inch I’ve got an eight-foot flag you can kind of see oh cool so it’s it’s pretty crazy but so we uh I started this company redlines steel back in 2016 and it started as consulting so a lot of you know a lot of synergies you know I’m part of your your clickfunnels groups and there’s a lot of people are just trying to find their place you know that they enjoy helping other people but they don’t really know exactly what vertical that they want to be in and so I started this whole company based on consulting I was at the gym working out with a good friend of mine Colonel Neely and he had a piece a steel piece done it was this baseball he was swinging the bat just like this and he can see his son’s name engraved it then you know my son Carson he loves baseball and so mark Neely he showed me that piece and said man you’ve got to get this for your for your son and so I reached out to that company and he said you know I could do it for you but it’s gonna be about 12 to 14 weeks I said okay you know that’s yeah and at that point is I kind of just was like all right whatever that’s that’s cool and he said I’ll reach out whenever I you know get caught up a little bit more right and so I just said okay no problem at that point about five minutes went down the road and he reached back out and said holy it’s Colin Wayne I didn’t realize it was new so I for those of you who don’t know me I’ve had some success from fitness modeling he’s being super super humble here so let’s talk about what your real successes are calling yeah so just a short brief history prior military served almost seven years made staff sergeant at 23 years old so I was only six years in from there I got injured in Afghanistan on my third tour so I went to Egypt and in 2008 I went to Iraq in 2009 2010 and then Afghanistan in 2012 I got injured and ironically in the gym so I got blown up I was in the pack tikka province which is right on the Pakistan border and there’s so you could think of our it was almost like a horseshoe of mountains so think about mountains all the way around you and we’re at the base of it and so what would happen is on a date and this happened all the time I was at a very very small base we had to about two platoons so about 85 people there and we were getting rocketed and this was very consistent so we were kind of used to that but there’s precautionary measures of this but this happens he would take cover and like some type of bunker well I was working out at the gym and the IDF alarm sirens started going off you can hear it and you know I was already in a concrete shell because the walls itself was concrete but the the roof had it was just wood right and sheet rock or whatever the wood paneling is and anyways the 107 millimeter rocket came in from the Pakistan side impacted about three and a half feet from me and there the grace of God man I’m still here so I got I got some injuries that I sustained from there I got shrapnel to both arms I got I got I got blacked out because the concussion of the blast was so heavy my head hit a couple of plates like because I was in a gym very very small gym there’s like the size of my office and then I had shrapnel that went all the way through my legs so I’ve got like a two inch exit wound that’s is the dish tore all the way through there I got medevac’d to a base really close to there it’s called organy spa Bowie and I was there for about 1415 hours my oxygen levels started to the window and go down so they were concerned that I had internal bleeding and I couldn’t figure out why this was such a small base that they didn’t have all of the equipment that a traditional like emergency room would have right they have they just yeah I mean it’s bare basics they call it almost like a TMC like a treatment Medical Center so at that point they were very concerned because even with oxygen I was in the low 90s so they critically rushed me to a big base called Bagram which was about two hours away I believe and I stayed about five days at that hospital and they they addressed a few things come to find out they gave me too much morphine and so that that ended up restricting my blood flow and so that depleted my oxygen so that’s that’s what ended up happening man so I went back home and did about six months of physical therapy and then at that point I transitioned out of the military still trying to find my way I didn’t know exactly what that was and I’m from Alabama right so I’m not from like a massive big city like New York City or LA or Hollywood or anything like that but I started a shot with the local photographer cuz all throughout like high school and like I always told that you should try modeling then I didn’t know why and I’m like wait what am I gonna do in Alabama you know like what can I do here there’s only so much you can do and but I did I shot with the local photographer and it was at a gym because I was into fitness and I took those photos uploaded I’ve made a Facebook page and within 30 days I had over a hundred thousand followers and so this was a really really critical time this was back in 2013 and so this was right before Facebook started to charge for advertisements 2012-13 time free and so there were algorithms there were none right so it was there was there was a snowball effect so if you got 200 followers and you posted a picture and everybody liked it now everybody that like comment or share it continued through and so we created a monster really really quick but I was able to utilize those platforms because within six months I had over half a million followers and so we just kept growing it and growing it I didn’t really know what I was doing right but I started figuring it out and started transitioning to Instagram and Twitter and cross promoting and started collaborating with different social influencers and then I started making my way into the fitness side but utilizing my own platforms as a leverage tool to acquire whatever that I wanted so whether that was whether that’s you know getting shoes sent to me like I’ve got some $1,100 custom Jordans that are awesome I wanted them to the cinema time I got like product glasses that they just send me just right so uh but I did the same thing with magazine covers so I without a PR firm and without a agency I direct approached different publications and I leveraged myself because I set my value at this and so I basically put myself in the in their shoes why do they want to work with me there’s only 12 covers in a year how difficult can it be to work with men’s Hoffman’s that this mean you’re competing in thousands and I had no clue you know anybody on the inside that’s a big play in it but I was able to obtain over 50 magazine covers within about three and a half years it’s just stopping this direct approach and so you know any advice that I could give to anyone out there whether you want to be a model or not it doesn’t matter you could take this and run with it in any direction direct approach anything that you want in life it doesn’t matter what that is customers are not going to come to you if you’re trying to sell a service what offsets you from everyone else provide value at such a high level that you know they there’s no reason why they would want to work with anyone else and so I did that same thing and that was a service provided I would take things a step further instead of publications giving me a talent fee right and traditionally we would get paid as the model I would let them know keep your money I don’t want your money I want to work with you I want to build a rapport you know what I want to work with you for years to come I would take things even further and say look if the photographer wants to charge you a license fee I’ll cover that so and it certainly I would take because I know that credibility is so massive I mean when you can put that under your belt and say no not just in the magazine but on the cover of men’s health mints that this Iron Man muscle in fitness it’s a statement and now when you’re trying to acquire contracts you know I was able to acquire six-figure contracts like it was nothing so it worked out great that is so cool so now of a sudden you’ve got this this steel piece of an artwork that you want it’s gonna be 12 to 14 weeks the guy calls back says holy cow it’s cold Wayne yeah what happens next so he’s he says I can do it for you this week and so somehow he made a schedule work right now we we ended the conversation by saying he said I’d love to be at your level one day because at this point I’d already had some success because you got to think I started this company in 2016 so this was late 15 got out of the army in 2012 I believe so I’d already had a little bit of time to build myself the name right and so I started doing some consulting with them because I knew like look this is an awesome product there’s obviously some supply chain management issues 12 to 14 weeks you didn’t give me like any how could I how could you reach back out to me but let’s say I was a real customer you know in and you said it look I’m gonna reach back out in you know whenever I get caught back up but I didn’t fill out the form I didn’t submit anything there was nothing from a retargeting standpoint that was gonna find new there were some missing steps until I brought them in and we started talking over the past not three months and I made him an offer I said you know I I really like what you’re doing you you’re really good at the the micro things like with your hands I’m not this is a plus screwdriver like at all my mom primarily raised me how’s it a split home in tolson’s just basic tool knowledge is it that’s it but I wanted to focus on a company that basically cuts things out of Steel and makes beautiful pieces of artwork out of steel and you have no handyman skills that’s that’s 100 percent accurate yeah but it didn’t it didn’t scare me I was still gonna do it not gonna do awesome at it cuz I believe anything that I touch I’m gonna give it 100 percent you can’t go wrong with that so I made him an offer I said I want 51% of your company and before y’all pass any judgment hear me out I’m the type of guy that if I’m gonna get involved I said I’m gonna give you a hundred percent right so that means that everything else is on the back burner I’m gonna make sure that my focus is going to this now my focus can only be to certain things at that level if I can put my finger on it and say this is the final decision this is what its gonna be so it had nothing to do with the revenue share side of it but more of a controlling standpoint because if I’m gonna get behind it it’s got to be the final set and so that’s that’s probably what I believed in but I made a strict term I said I’m gonna do six times revenue of what you did your Pat are this past year and if I don’t I’ll give you back your company 100% somebody wait I want to make sure we restate this so you guys through coaching this guy you’re asking for 51% of his company with a guarantee that you six times his annual revenue in the next 12 months or he gets his company back and you walk away correct 100% and on top of that I said all finance all of the equipment needed to scale and I’ll do it at no interest so just no interest at all but I’ll own the asset right so then I can amortize it and do a fast track imitation then if we if it required a larger space cuz he already had a facility I said I’ll finance that entire piece and sell finance so I’ll take I’ll be the bank right that’s not an issue my thought was if if this isn’t where I want it to be in 12 months because I’m gonna no it’s gonna take a few months to gain some home and I’m just like anything else but I don’t want to be a part of something I’m willing to just give it up because I I know what I can bring to the table and I can’t get there then there’s no point in continuing to a lot of my time as I value my time that much more so then at the same time I’m a firm believer that you put your money where your mouth is by contributing so much from a value perspective that it’s a no-brainer and so at that point he said hell yes and who doesn’t want to grow 600 that was an exact look and the day we were supposed to sign he backs out you’re kidding no he backed out he said he tried to he tried to renegotiate and I’m I’m one of those guys that it’s I already felt like I’m giving him more than what I should have even though this was a pre-existing four year old company at that time I just knew what I could bring to the table and so yeah he he backed out and that changed the dynamic of everything right cuz I don’t i don’t know tools i don’t know i didn’t even know how to set this stuff up I didn’t know you know I knew some basic stuff as we started from the consulting standpoint I wanted to see a supply chain management just to see what issues we could address but primarily I was focused on the macro the bigger picture of the marketing and sales and driving revenue and the larger picture of things he was going to focus on the design side the cutting the manufacturing powder coating the the grind and so that in an instant it shifted but I’ll tell you that the very next day I went and bought my first CNC machine had no clue where I was gonna put it this is like three days this isn’t a 110 this isn’t a 110 outlet eveness plug in your garage like you need an air compressor you need a screw compressor you’ve got to have a dryer you’ve got to have you know there’s a lot of stuff that goes into this and but I had no clue at that point but I went and bought one and I didn’t have a building to put it in but I knew I had about four weeks for the manufacturer to have that machine ready and so I thought that was my deadline I said this is my cap I’m gonna find a building and I’m gonna make sure that it’s gonna fit the needs of me scaling and I also knew going into it that I wanted to sign a short-term lease so I can litigate that risk that liability and also because I know that if I touch it it’s got potential and so I didn’t want to be locked into a building for five-year terms in year term if I know I’m gonna scale and so I did just that I found a building about probably less than a week I found a building securing it put a deposit down and went ahead and move forward with that they delivered the building the first month I would say I was just trying to figure out how to turn the thing on like that was the biggest challenge of this entire company was and that was in January of 2016 so I didn’t launch my website until June of 2016 so really when you look at us as an e-commerce platform and that’s 99 percent of our revenues been through there or EECOM we’re less than a two year old company where we’re about 20 21 months 21 months and doing 30 million is that correct yes that’s ready million at 21 months all out of steel artwork 100% and it’s all made right here at our shop in Huntsville Alabama and I just saw the the new shop how large is this new shop so you know so I’m gonna take you back we still taming was 5,000 square feet we scaled into 10,000 square feet which was a building right next to it and that was that was in a matter of about six months we were there at that building right out of year so from January when I signed the lease of 2016 to December so it’s 11 and a half months I signed the lease were in right now which is 15,000 square feet that’s five zero not one five zero 50,000 and now I just signed a lease purchase option for 14.7 acres and 110,000 square feet so that congratulations I mean oh that’s crazy cool stuff so tell me how in the world I mean so you’ve gone from five thousand now to over a hundred thousand square feet in less than two years and this is like physical stuff everyone always says well clickfunnels you can only sell information product you’re selling thirty million dollars by the way you’re part of our our eight figure 10x Club and I need to get you a new ring so so we’ll talk about that later but in the meantime tell people how are you using clickfunnels and what do you do I mean that’s crazy stuff because you got shipping involved you’re a fool it’s not like you’re out there doing an arbitrage thing where you’re buying products low and selling high you’re actually manufacturing the products we’re doing all of that so tell people are saying how that works yeah so I’ll walk you through from from a marketing standpoint just so people can kind of connect on like how we’re making clickfunnels work with our Shopify website so we run everything on Shopify what I’ll do is I’ll come up with specific products so say it’s Christmastime and I want to sell this specific ornament right we’re gonna sell a 10 pack of this for $20 whatever what I’ll do is I’ll build a specific landing page in clickfunnels in I’ll you know I know I’ll make sense of urgency oh right now I’ve got I want people to fill a psychological connection I want them to know that my personal goal and I’m really putting myself out there is the individual or the face behind the in that my goals have to be in over a million homes by the end of the year and so a lot of my funnels what I’ll do is first time customer acquisition so my prospect marketing right cross back marketing is your first time customers and we’re trying to convert them to have a high LTV and so what I’ll do is a low-cost item so say anywhere from ten dollars and below then I’ll build a landing page and so 100% of our prospect marketing is done from flip phones I’ll build a landing page and get several different options for different color variants same product different color variants we call that a fishbowl strategy so we only want them to go to the product and see just exactly what they saw on Facebook so if they saw Facebook advertisement for this particular piece I know that they’re they’re obviously intended or interested in that piece or they wouldn’t have clicked at that point you know I’ll what I do in click funnels past that point is I’ll take the iframe and I’ll embed it to my website because what I want to do is have that pixel in place for my retargeting strategies derbycon will also do I’ve got opt-ins exit strategies and other things in place for know my Shopify website that wouldn’t be if I were to have them on a specific landing page um we’re gonna work on that way we’ll get you all over to clickfunnels soon but we’ll talk about that later okay and uh well you know I’d love that because transaction fees are eating me alive Shopify frode’s but it’s uh it’s good man so we use click funnels a hundred percent for our prospect marketing so what we’re able to do is this turnable a low-cost item with the perceived value at two to three times what that cost is so that’s the sense of urgency or the impulse to buy because it’s such a great deal and what I’ll do at that point is once they convert I’ll do post purchase upsells and down sales which is taking you know anywhere from five to ten dollar items because I’m gonna take a loss the back one once you factor in my shipping cost my marketing attribution cost the costs for the actual item itself in the to fix everything here I’m losing right and I’m fine with that because I understand the LTV did I know that my products are so awesome the quality behind it once you receive it you’re gonna want to buy something else and so I just trust the system I trust the process and you know I use that to my to my best interest because I know that they’re going to come back for the most part then we’re such a new company it’s hard to pinpoint what our LTV is but it’s you know I can tell you right now we’re almost 40% on repeat customers which is crazy yeah especially this time I mean it’s it’s an impulse buy it first you’re taking an impulse buy from Facebook into a a 40% recurring customer I mean that’s calm congratulations that’s huge oh thanks so how are you nurturing that relationship with them so well well do a lot of different retargeting strategies but I’ll do a lot of segmentations so about 38% of my revenues actually drive from segmentation email marketing and so I’ll do so one of my highest converting funnels right now is I’m doing a free plus shipping product and so I built this and click funnels and so what I did was I made it where the customer has to enter their email address to get a specific link for them to get this item or a demon now whether they redeem it and actually get the product or not it doesn’t matter is that that point I already won because when I got their pixel – I’ve got their email address so as long as you have a good retargeting strategy you could always look at it as an active strategy you’re winning no matter what every day as long as you’re collecting that data and you know what to do it but I’ll do from Livan several different pieces we’ll do this free plus shipping units it’s worked out tremendously his work we’re able to collect about a thousand of 1,500 emails a day just through this method so that’s a huge list getting massive 300 yeah we have over half a million now so so are you sending I mean typically come type people are gonna then send him a catalog and they’re like I’m through it and stuff are you from your segmentation are you finding those people who like certain things and then you’re guiding them down specifically to certain products or recommendation wise or how are you doing that great question so what I’ll do is since we manufacture everything it makes it extremely easy so we’ll sub categorize it so you know what we’ll have like a religious line and so we know that if somebody bought this god is good peace they’re going to be interested in other religious quotes or Jesus cross or whatever you know with our distress battle flags we know that if someone purchased this or add it to their cart or view content we’re going to show them other things within that likeness so we’ll do different retargeting strategies from email all the way into Facebook and Instagram as well as dynamic google retargeting and then Shopping Network for display the wool will do all of that and so I want to also say up until April the second every dollar that came into this company I did myself I’m the only marketing sales rep so I’ve got so we’re talking a 33 0 30 million dollar company all built by us the sales guy correct up until this month I hired a firm out in California to help me scale because I don’t wanted to focus on the supply chain if my constant my attention it’s constant on one dynamic I can’t focus on the big picture but like it’s this is my passion I love marketing and sales like I love getting in front of the camera and talking about what it whatever it is that I’m trying to sell it doesn’t matter if it’s socks or underwear or a t-shirt or you know a steel piece I’m gonna sell it and I enjoyed that side so I’m still the one doing the videos and add content that they’re doing be you know the monitoring the inclusions exclusions and all of that so fantastic it’s work extremely well yeah I would say so it seems to be doing real well congratulations any other tips or suggested you want to give to our listeners anything as far as entrepreneurship or even funnels or anything else yeah so I guess my biggest thing that I has a takeaway is guys make sure that you have a great retargeting strategy and try to automate that as much as possible so when you talk about you know actively getting somebody to your website or to a funnel what are you gonna do once they’re there if they don’t convert industry standards to percent on conversion rates what can we do to proactively once they’re there increases conversion rates even higher and if the people that drop-offs let’s say the other 98% what are we doing to retarget them on the back end so make sure that you have those three things locked in place and if you can have those three things you cannot lose I promise you active reactive proactive you’re gonna win every day I promise and it’s also consistency is so so big you know so this is my philosophy 30% market ads men for customer acquisition and that includes prospect marketing so across the board that’s I you know whether I lose on this particular product I’m gonna win on several others right if I go above that 30 percent threshold I’m just myself and so that pushes me even further so I think that it’s kind of like having that mix that mix saben for anyhow Bama fans out there now I’m sure I’m making some people upset but it’s just that consistency man even if you’re winning something’s not right go back look at everything but make sure you have those three things in place and it’s gonna make your life so much easier if you can automate it and try to build your segmentations yeah it’s just everything else falls into place again I totally totally agree there we’re we’re in the same situation from a software standpoint and it’s always because I talked to these growth equity private actor guys are throwing one throw money that’s all the time they can’t understand why we don’t want to spend all of our money just on 120 $135 free trials I’m like because it’s coming off our pockets yeah yeah it doesn’t work that way and so we had to get smart like you did and again the whole idea as far as whether it’s a self liquidating offer kind of like what you’ve set up there and allowing that often – I love that number as far as 30% that’s that’s crazy and I think one of things I’ve always loved about what you do is you know your numbers I mean you totally totally know your numbers and I think it’s what’s up I’m sorry I was gonna tell you something else that’s crazy so it sounds like you’re big on analytics yes yes guess what my cost of goods sold is this is just getting a little bit here I have no clue so it’s uh so I’m gonna define it cost of steel cost of consumables cost of powder coat so the actual piece itself once it’s complete so let’s say like your flag that you held on so I’ve got an 18-inch distressed distressed battle flag here which is absolutely beautiful I know some of this is gonna be recorded and it’ll be as a podcast you won’t be able to see this go check out redline steel calm and you’ll see it there but it’s an absolute beautiful piece thank you so yeah so across the board if you were to baseline all of our products we maintain a 7% cost of goods sold oh my gosh seven percent yes and so that’s what makes it very unique and different for us to scale and grow as a company is that you know we’re able to spin a little bit more money on a marketing attribution cost because we can offset that now you know I’ve got millions of dollars of equipment on the outside to manufacture all of this so you know it takes money to make money and we’re constantly evolving and flipping and buying no I just put in a purchase order for a new automated conveyor system with the infrared tunnels and auto cooldowns Auto sprays and rephrase and what that’s gonna do is it’s gonna drops from 7% you’re gonna see we’re gonna be talking about a year and and this is gonna drop from seven to probably 5% and so I’m gonna I’m gonna continuously is the more volume you you know we’ve done we’ve done over probably two and a half to three million pounds of steel so buying so much volume that it’s it’s like really really low at this point so you know and you know it’s crazy is that like my competition but but we’re an entire blue ocean market strategy which is amazing that’s another conversation but it’s it’s awesome because my competition they’re like what you’re selling it for I couldn’t even buy the raw material and so we we’ve created a monopoly is what’s happening so it’s it’s really an interesting place to be and ultimately my vision is that we’re gonna be a billion dollar company within the next seven years but we’re just taking steel and we’re gonna duplicate the same core principles in the wood bin canvas then it’s also gonna be something that I would love to potentially you know for anybody listening and yourself included date is discuss potential you know I think drop shipping could be massive you know within your audience and what what we have to do here so it could be future talks in the next couple of years as we scale and grow as a company because I think there needs to be better drop shipping offers within the United States with made in America subtly agree I think that it’s a missing mark then you know I want to play into that side so we’re looking at doing that as well we’re not at that point now because we can’t keep up with the orders coming in the door I mean it’s it’s great well I love it so basically your competitors can buy their products from you and still make money on it that’s right I mean we sell it wholesome we sell it at such a reasonable cost to try to proactively drive conversion rates high right I mean I’ve got funnels that are converting above 30% so it’s Nene dude if I had more equipment to make this stuff I could have been a 50 million or 100 million company by now so and you know I’ve done all this without a B C or no extended lines so it’s it’s growth pains I’m trying to balance what’s coming in the door and what’s going out but like I said a few minutes ago like I’m the only one getting cells in the other 39 people are trying to get everything out so they’re trying to keep up on me obviously that’s a big pretty competitive race at your office then try to keep up with you I’m sure yeah that’s why I’m trying to buy more equipment to Colin I can’t thank you enough I get I I look forward to really getting to know you much better over the time here we’re gonna do a lot more together long term with you guys for sure so uh thank you so much if people want to reach out to what’s the best way for them to reach out to you so my Instagram and Twitter handle is at Colin Wayne one said CEO Li in wty anyone or you could just google me I’ll pull up this new go Colin Wayne and all my platforms of Papa awesome fantastic again bye thank you so much for taking time today I know you got big company running and sales to be done so thanks so much thank you we’ll talk soon Dave you know one of the things that means a ton of me is the personal reviews that you guys leave on iTunes you wouldn’t mind going out break the show let me know how I’m doing just go to iTunes click on the episode and rate it leave a comment I read all the comments I’ve appreciate all the stars and everything everyone already left for me I can really appreciate it and it’s my way of finding out how I’m doing so if you don’t mind I’d really appreciate it and I again thank you so much for all that you guys do have a great day
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Soldier to Fitness Model to $30 Million in 21 Months – Colin Wayne – FHR #225
Soldier to Fitness Model to $30 Million in 21 Months – Colin Wayne – FHR #225