Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Adam Schafer: The #1 Organic Sales Strategy Entrepreneurs Overlook on Social Media | Part 2 | E339
Mon, 24 Feb
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When Adam Schafer launched Mind Pump, the fitness space on social media was flooded with fake success and viral fame. But he chose loyalty over hype by helping a few people deeply, replying to every DM, and turning down quick brand deals to protect his audience's trust. That approach built Mind Pump into a multi-million-dollar business, with brands now lining up to work with them. In this episode, Adam shares his top social media marketing tips for entrepreneurs and content creators, why organic sales win, and how putting your audience first drives lasting business growth. In this episode, Hala and Adam will discuss: (00:00) Introduction (01:00) The Power of Authentic Marketing (02:12) Building Loyalty on Social Media (05:29) Why Organic Sales Beat Paid Ads (08:49) Scaling by Listening to Customers (11:54) Email vs. Social Media Marketing (15:39) Tailoring Content for Every Platform (19:14) Surviving YouTube’s Tough Audience (21:20) Online Growth Strategies for Entrepreneurs (25:03) Why Mind Pump Refused Sponsors at First (28:13) Building Trust and Value in Advertising (32:11) Protecting Your Brand in Online Marketing (35:18) Boosting Productivity with Fitness Adam Schafer is the co-founder of Mind Pump Media, a multi-million-dollar fitness brand and podcast. Growing up with childhood trauma, including the loss of his biological father to suicide, Adam developed resilience and leadership early on. Starting with a lawn-mowing business and later working as a fitness trainer, he co-founded Mind Pump, growing it into one of the top fitness podcasts and companies from the ground up. Sponsored By: Shopify - youngandprofiting.co/shopify Airbnb - airbnb.com/host Rocket Money - rocketmoney.com/profiting Indeed - indeed.com/profiting RobinHood - robinhood.com/gold Factor - factormeals.com/profiting50off Active Deals - youngandprofiting.com/deals Resources Mentioned: Mind Pump’s Website: mindpumpmedia.com/free-resources Key YAP Links Reviews - ratethispodcast.com/yap Youtube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services: yapmedia.com Transcripts - youngandprofiting.com/episodes-new Entrepreneurship, Entrepreneurship Podcast, Business, Business podcast, Self Improvement, Self-Improvement, Personal development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side hustle, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, SEO, E-commerce, LinkedIn, Instagram, Digital Marketing, Storytelling, Communication, Video Marketing, Social Proof, Marketing Trends, Influencers, Influencer Marketing, Marketing Tips, Digital Trends, Content Marketing, Marketing Podcast.
Chapter 1: What is the power of authentic marketing on social media?
We talk about his rags to riches story and the way that he didn't let himself be a victim, even though he grew up with so much adversity. He was able to push himself and become the incredible entrepreneur that he is today. In part two of this episode, we're really focused on the Mind Pump business. Now, Adam is really the business guy in Mind Pump.
We talk about his rags to riches story and the way that he didn't let himself be a victim, even though he grew up with so much adversity. incredible entrepreneur that he is today. In part two of this episode, we're really focused on the Mind Pump business. Now, Adam is really the business guy in Mind Pump.
And although they talk a lot about fitness advice, he's actually one of the most accomplished and knowledgeable entrepreneurs that I've ever come across. And we talk about everything in this episode, their marketing message, how they work together as partners. We talk about how they approach social media versus podcasts versus email. We even talk about sponsorships.
And although they talk a lot about fitness advice, he's actually one of the most accomplished and knowledgeable entrepreneurs that I've ever come across. And we talk about everything in this episode, their marketing message, how they work together as partners. We talk about how they approach social media versus podcasts versus email. We even talk about sponsorships.
I love the content in this episode. It's so interesting. If you're a creator entrepreneur, which so many of us are right now, we all need to have some sort of way to connect with our audience online. You are not going to want to miss this episode. Without further delay, here's my incredible conversation with Adam Schaefer. Adam, welcome to Young and Profiting Podcast.
I love the content in this episode. It's so interesting. If you're a creator entrepreneur, which so many of us are right now, we all need to have some sort of way to connect with our audience online. You are not going to want to miss this episode. Without further delay, here's my incredible conversation with Adam Schafer. Adam, welcome to Young and Profiting Podcast.
Thank you. I'm excited to be here.
So I want to talk about marketing and your marketing message, because I know that one of the ways that you differentiate in the fitness industry is by telling the truth, at least how you started. So talk to us about how intentional you are about your marketing messaging and how you think about the way that you communicate with your audience and the things that you tell them.
Thank you. I'm excited to be here.
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Chapter 2: Why do organic sales outperform paid ads?
So much that we decided to go out and trademark Stay Authentic because we believe that that wasn't a buzz term when we trademarked that almost 10 years ago. It was, we believe that that was the direction that, and you hear that now everywhere. Anybody who's successful like yourself in here that communicate things that are important, I've heard you say it on your show multiple times too.
So much that we decided to go out and trademark Stay Authentic because we believe that that wasn't a buzz term when we trademarked that almost 10 years ago. It was, we believe that that was the direction that, and you hear that now everywhere. Anybody who's successful like yourself in here that communicate things that are important, I've heard you say it on your show multiple times too.
Authenticity is so, so important to the brand. That's what we led with. We really did that from the very beginning and it was a slower game because it's not as sexy. It's not as cool. It's not as trendy. It doesn't go viral, but it's authentic. It's real. And I think that there's a big mistake in the social media game that people make that, again, we were lucky that we did brick and mortar first.
Authenticity is so, so important to the brand. That's what we led with. We really did that from the very beginning and it was a slower game because it's not as sexy. It's not as cool. It's not as trendy. It doesn't go viral, but it's authentic. It's real. And I think that there's a big mistake in the social media game that people make that, again, we were lucky that we did brick and mortar first.
And I use the analogy of if I had just started my brick and mortar gym and I turned the lights on, it's day one, and five potential customers walked in, how would I treat them? And how would I be? What would I be like? And what would I do? Oh, man. First five people paid attention to my business. I'm over there greeting them and talking to them and excited. I mean, I found out all about that.
And I use the analogy of if I had just started my brick and mortar gym and I turned the lights on, it's day one, and five potential customers walked in, how would I treat them? And how would I be? What would I be like? And what would I do? Oh, man. First five people paid attention to my business. I'm over there greeting them and talking to them and excited. I mean, I found out all about that.
I'm making those five people my best friends because I got all the time in the world. I got no customers. These are the only five potential customers I have. And so it's wild to me because that's like rules of business. Like any good business person 20, 30 years ago would say, of course, of course you would do that. Well, then why do so many people treat it differently on social media?
I'm making those five people my best friends because I got all the time in the world. I got no customers. These are the only five potential customers I have. And so it's wild to me because that's like rules of business. Like any good business person 20, 30 years ago would say, of course, of course you would do that. Well, then why do so many people treat it differently on social media?
Why are they looking for so much, so many eyeballs? They want to go viral and have a million people paying attention to them, but then they don't even respond to the one comment or they don't DM and talk to the people. So I think the strategy that people were doing early on to get famous and get attention was a terrible strategy for a long-term business.
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Chapter 3: How does authenticity drive business growth?
I mean, it was just, cause at that time, once you reach that point where you've changed a thousand, you've got a thousand people out there marketing and advertising for you. And let's say, obviously not all thousand people are out there walking with signs saying, listen to my input. Of course not. But there's enough of them at all times always doing that.
I mean, it was just, cause at that time, once you reach that point where you've changed a thousand, you've got a thousand people out there marketing and advertising for you. And let's say, obviously, not all 1,000 people are out there walking with signs saying, listen to my input. Of course not. But there's enough of them at all times always doing that.
They are constantly talking to a family or a friend. And that lead is so much more valuable than any paid lead you could ever potentially get in this game. And I've spent tens of thousands, probably hundreds of thousands of dollars now in all the different ways that we can advertise on Google and Facebook and Instagram and And we've always ran these campaigns.
They are constantly talking to a family or a friend. And that lead is so much more valuable than any paid lead you could ever potentially get in this game. And I've spent tens of thousands, probably hundreds of thousands of dollars now in all the different ways that we can – advertise on Google and Facebook and Instagram. And we've always ran these campaigns.
And then at the end of the day, we come back to organic traffic because those customers are so much better than the lead that I paid all this money to get them to convert right away who don't have a relationship with me, don't know who I am. But because they got hit with this ad or whatever, they converted. Like those actually end up being the worst customers.
And then at the end of the day, we come back to organic traffic because those customers are so much better than the lead that I paid all this money to get them to convert right away who don't have a relationship with me, don't know who I am, but because they got hit with this ad or whatever, they converted. Those actually end up being the worst customers. They're the most difficult to deal with.
They're the most difficult to deal with. A lot of times, if you have any sort of refunds or cancels, it's coming from those people. They complain the most. They are the hardest customer and it costs me so much to get them.
A lot of times, if you have any sort of refunds or cancels, it's coming from those people. They complain the most. They are the hardest customer and it costs me so much to get them.
Versus if I put out a good piece of content with the intent of helping somebody for free and giving them something super valuable that I learned over my decades of training clients, if I can impact them with one piece of content that goes out and helps like five people,
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Chapter 4: Why is building a loyal audience more valuable than going viral?
They didn't get to where they are by being an asshole to everyone, right? They actually want to help people and you can see that in all their content and everything that they do. So I feel like it's so smart that you were like, let's just focus on five people. So you were able to sort of niche down who the perfect client would be for you. And then you listen to them. What do they want?
They didn't get to where they are by being an asshole to everyone, right? They actually want to help people and you can see that in all their content and everything that they do. So I feel like it's so smart that you were like, let's just focus on five people. So you were able to sort of niche down who the perfect client would be for you. And then you listen to them. What do they want?
What do they want from you? How can I add more value, grow the LTV, the lifetime value of this customer? So they buy a course and then maybe they do something more expensive and then they tell their friends. And it's this like flywheel effect that you've basically created with your audience. So I think that's just so super cool. My question for you is you've got this podcast. You've got social.
What do they want from you? How can I add more value, grow the LTV, the lifetime value of this customer? So they buy a course and then maybe they do something more expensive and then they tell their friends. And it's this like flywheel effect that you've basically created with your audience. So I think that's just so super cool. My question for you is you've got this podcast. You've got social.
You guys have an incredible email list. I heard you say that your podcast and email subscribers are way more valuable than your social followers. You guys have an incredible email list. I heard you say that your podcast and email subscribers are way more valuable than your social followers.
Oh, by far. We could shut off. We tested this back when Sal got kicked off. So this was about two years ago. It was right in the thick of the COVID stuff that was going on. And Sal sometimes can say stuff politically. And at that time, that was a very dangerous thing to do on social media. He has the I don't give a shit attitude. And so do all of us who were like, go for it.
Oh, by far. We could shut off. We tested this back when Sal got kicked off. So this was about two years ago. It was right in the thick of the COVID stuff that was going on. And Sal sometimes can say stuff politically. And at that time, that was a very dangerous thing to do on social media. He has the I don't give a shit attitude. And so do all of us who were like, go for it.
Say what you want to say. Do what you want to do. And he was removed. So he was kicked off of Facebook and Instagram multiple times. And we had our best revenue run at that time. We didn't feel an ounce of that. He had the biggest Instagram page. He had the most engagement. So he had the most powerful Instagram out of all of us at that time.
Say what you want to say. Do what you want to do. And he was removed. So he was kicked off of Facebook and Instagram multiple times. And we had our best revenue run at that time. We didn't feel an ounce of that. He had the biggest Instagram page. He had the most engagement. So he had the most powerful Instagram out of all of us at that time.
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Chapter 5: How can entrepreneurs effectively use email marketing?
Like if I want to ruin my day and be upset, all I got to do is go to the latest YouTube video and just read comments because rarely ever are those comments even close to what the comments we get. So it is true. You have to learn the mediums and how people use them and understand what the game you're kind of playing with those people. And so, and you can't let it bother you.
Like if I want to ruin my day and be upset, all I got to do is go to the latest YouTube video and just read comments because rarely ever are those comments even close to what the comments we get. So it is true. You have to learn the mediums and how people use them and understand what the game you're kind of playing with those people. And so, and you can't let it bother you.
You really have to be okay with like, that's just the nature of the beast is I'm communicating this to people that aren't necessarily the people that I've put a lot of work into building value with. These are people that literally just randomly found me today, have no idea who I am. They don't know my character. They don't know where I come from. They don't know any of that stuff.
You really have to be okay with like, that's just the nature of the beast is I'm communicating this to people that aren't necessarily the people that I've put a lot of work into building value with. These are people that literally just randomly found me today, have no idea who I am. They don't know my character. They don't know where I come from. They don't know any of that stuff.
And they're just going to say shit to say shit. So you got to be careful if you let those things get to you.
Totally. So as we're talking about all this, and you're saying, you know, we got to figure out how we sound like on Instagram versus email versus YouTube versus podcasts. As an entrepreneur nowadays, you really got to be online. Like, you really can't do it, especially if you're an online entrepreneur, right? You've got to have some sort of personal brand, some sort of presence.
And they're just going to say shit to say shit. So you got to be careful if you let those things get to you.
Totally. So as we're talking about all this, and you're saying, you know, we got to figure out how we sound like on Instagram versus email versus YouTube versus podcasts. As an entrepreneur nowadays, you really got to be online. Like, you really can't do it, especially if you're an online entrepreneur, right? You've got to have some sort of personal brand, some sort of presence.
We're also running companies. If somebody is overwhelmed, where do they start? What advice do you have for them? We're also running companies. If somebody is overwhelmed, where do they start? What advice do you have for them?
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Chapter 6: What are the challenges of tailoring content for different platforms?
So would love to understand if you guys are taking sponsorships and how you go about thinking about the brand partnerships that you go with. So would love to understand if you guys are taking sponsorships and how you go about thinking about the brand partnerships that you go with.
I love that we got here because one of the things I'm most proud of that we did was I think we really disrupted the advertising space on podcasts. So 10 years ago when we came in this, this is relatively new. No big brands are advertising on podcasts yet. Very few people realize what a powerful medium it is. So the companies are pretty sparse.
I love that we got here because one of the things I'm most proud of that we did was I think we really disrupted the advertising space on podcasts. So 10 years ago when we came in this, this is relatively new. No big brands are advertising on podcasts yet. Very few people realize what a powerful medium it is. So the companies are pretty sparse.
Although in the fitness space, there was a lot of like supplement companies and a lot of these companies were there. They were figuring this out early on. And what was really good was that we were so protective of the brand and our branding and our voice that we didn't want to convolute it with, other brands and other people's voice and direction and vision.
Although in the fitness space, there was a lot of like supplement companies and a lot of these companies were there. They were figuring this out early on. And what was really good was that we were so protective of the brand and our branding and our voice that we didn't want to convolute it with other brands and other people's voice and direction and vision.
So we agreed that we may never take advertising. So we said that early on. We said, you know what? We can build a successful business and we don't need to take on advertising sponsorship money from any. And obviously, when we hit new and we were getting out there, we were getting approached right away. And of course, there's a temptation when you're making no money and someone says,
So we agreed that we may never take advertising. So we said that early on. We said, you know what? We can build a successful business and we don't need to take on advertising sponsorship money from any. And it obviously, when we hit new and we were getting out there, we were getting approached right away. And of course there's a temptation when you're making no money.
I'll give you a thousand dollars to do a commercial on your show every day or what like that. Would you take it like, oh wow, a thousand bucks. We're making no money. That's money. Like let's do it. It's reoccurring. But we agreed, no way. Like this is not an end. And we did that for several years. So we were getting actually kind of bombarded by a lot of companies.
And someone says, I'll give you a thousand dollars to do a commercial on your show every day or what like that. Would you take it like, oh wow, a thousand bucks. We're making no money. That's money. Like let's do it. It's reoccurring. But we agreed, no way. Like this is not. And we did that for several years. So we were getting actually kind of bombarded. by a lot of companies.
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Chapter 7: How does Mind Pump handle YouTube's tough audience?
What is one piece of fitness advice that you could give to entrepreneurs specifically?
I think in general, and this goes for entrepreneurs and just people in general when it comes to working out and fitness, is that we overcomplicate it because there's so much noise in what's the best exercise program? What's the best diet? What's the best this? And it's like, honestly, if you lift weights two hours to three hours tops a week, that's it. Strength train.
What is one piece of fitness advice that you could give to entrepreneurs specifically?
I think in general, and this goes for entrepreneurs and just people in general when it comes to working out and fitness, is that we overcomplicate it because there's so much noise in what's the best exercise program? What's the best diet? What's the best this? And it's like, honestly, if you lift weights two hours to three hours tops a week, that's it.
focus on the big lifts, squat, deadlift, bench, overhead press, that by itself, and approach working out like a skill, not a punishment. You don't go into your workout trying to get a crazy sweat. You're not trying to chase being super sore. Go in, practice those movements, get good at them, get strong and slowly do that. Just, and consistency matters more than anything else.
Strength train, focus on the big lifts, squat, deadlift, bench, overhead press, that by itself and approach working out Like a skill, not a punishment. You don't go into your workout trying to get a crazy sweat. You're not trying to chase being super sore. Go in, practice those movements, get good at them, get strong, and slowly do that. And consistency matters more than anything else.
That's the first thing related to like what to do exercise wise. Don't overcomplicate it. Focus on those things. Exercise is not a form of punishment. The biggest mistake people make is over applying intensity and volume. It takes very little to elicit that change and to get the body adapting to want to build muscle and then feed it properly with making sure you hit your protein intake.
That's the first thing related to what to do exercise-wise. Don't overcomplicate it. Focus on those things. Exercise is not a form of punishment. The biggest mistake people make is over applying intensity and volume. It takes very little to elicit that change and to get the body adapting to want to build muscle and then feed it properly with making sure you hit your protein intake.
That's the simple advice. Why you want to do this as an entrepreneur. And I'm reminded of this every time I fall off the wagon or I'm on an off streak of, say, 30 days where I might not have lifted or something like that because I'm busy.
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Chapter 8: Where should overwhelmed entrepreneurs start with online branding?
To become more profitable, here's what I'm going to lean into. And that, because it didn't hit me until I was 26, and that was the pursuit of daily growth. I didn't come from a big family of reading, and I didn't think of that as something that would return on my investment. But holy crap is that. And I know that Alex Ramosi, right, says this a lot too.
What is one actionable thing my young and profitors can do today to become more profitable tomorrow?
To become more profitable, here's what I'm going to lean into, because it didn't hit me until I was 26, and that was the pursuit of daily growth. I didn't come from a big family of reading, and I didn't think of that as something that would return on my investment, but holy crap. crap is that? And I know that Alex Ramosi, right? Says this a lot too.
Talks about like, I love the way he talks about when someone asks him how to invest $10,000. How do I do this? I'm 20 years old. I have $10,000. And he's like, reinvest in yourself. Go grow your skill sets. in the marketplace because nothing is going to give you a greater return on your investment than improving who you are.
Talks about like, I love the way he talks about when someone asks him how to invest $10,000 when they would, you know, how do I do this? I'm 20 years old. I have $10,000. And he's like, reinvest in yourself, go grow your skillsets, in the marketplace because nothing is going to give you a greater return on your investment than improving who you are.
Get better, get growing, and hold yourself accountable to that on a daily, on a daily, like go ask yourself at the end of every day, what did I learn today? How did I get better at my craft? How did I become a better person? What did I read and learn?
Get better, get growing, and hold yourself accountable to that on a daily, on a daily, like go ask yourself at the end of every day, what did I learn today? How did I get better at my craft? How did I become a better person? What did I read and learn?
And if you're stringing days together where you don't have an answer to that, that's your first thing you go do right now is don't let a day go by that you're not growing and learning and improving yourself because that shit starts to compound.
And if you're stringing days together where you don't have an answer to that, that's your first thing you go do right now is don't let a day go by that you're not growing and learning and improving yourself because that shit starts to compound.
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