729 - Nine-Figure Advertiser Reveals Sales Insights, with Jason Wojo
Welcome back to Sales Transformation. In this episode, Colin Mitchell is joined by Jason Muogu, a 9 figure advertiser, to discuss his journey from culinary school to building a successful agency. Colin, the floor is yours.
Collin Mitchell:Alright. Welcome back to another episode of sales transformation brought to you by Leadium. I am your host, Colin Mitchell. And today, I've got Jason Wojo on today. He's a 9 figure advertiser.
Collin Mitchell:He is the CEO and founder of Wojo Media and works with some of the biggest influencers on the Internet. Jason, welcome to the show.
Jason Wojo:Hey, man. Thanks. Appreciate you having me.
Collin Mitchell:Yeah. So give us a little bit of background. You know, you weren't always a 9 figure advertiser and working with the largest influencers on the Internet. So kind of, you know, where did it all start for you, and how did you get into what you do today?
Jason Wojo:Yeah. So about 6 years ago, I was in culinary school, kind of a weird part of my life. I was in culinary school. I was trying to figure out what I wanna do in my life. I was originally working in a restaurant when I was in high school, and, I didn't really have enough self awareness.
Jason Wojo:So my boss was like, hey. You should just go to culinary school. Like, you're already good at cooking, mine as well. So I decided to do that. I realized that I hated it.
Jason Wojo:I was in upstate New York, so it always, like, when it snowed, it really came down. And, one day I was shoveling, like, my car out of the driveway there, and I found these box of Pokemon cards in my back trunk. And when I found these Pokemon cards, I was like, oh, like, you know, maybe they're valuable, maybe they're not. I'm curious because I didn't really have much money when I was in college. My dad gave me, like, $80 every month just to, like, live off of.
Jason Wojo:He picked this weird number. I don't understand how he came up with $80. But, yeah, yeah, I mean, that's not really enough to live off of. So, yeah, I had, like, stamps and stuff from, like, school and, like, loans and whatnot, so it helped out. But yeah.
Jason Wojo:So I wanna bring in the cards upstairs, start flipping them on eBay. Started to see a lot of, like, transacting, shipping, handling all this fun stuff, printing, going to the post office. And I started to realize that, like, I really just hated cooking. I liked doing stuff on my own. I liked my side hustles.
Jason Wojo:So I wind up dropping out of culinary school, went back home, bullied my parents. And as I was doing the online stuff even more, I found an ad from Tai Lopez on YouTube, and I bought the SME course for 997, which is like how to start your own social media marketing and see. Bought that, dove into it, started pitching local businesses in my area. I had about 10 clients at, like, $250 a month, $200 a month. I was just doing social media management, posting for them, doing boost post ads, small stuff, like small scale.
Jason Wojo:And I was making, like, 2 grand a month. I also had 3 jobs at the time, and I playing college tennis in business school. That's the only way that I was able to get, like, a free ride. So while I was doing that, did that for about 3 years. And then I started growing the agency a little bit more, got about 15 clients, then I decided to move out because my dad was like, hey, are you gonna pay us rent?
Jason Wojo:Are you gonna move out when you're done with college? And I was like, I don't know what I wanna do in my life yet. I kinda like New York, but I couldn't afford New York rent prices. So I decided to basically move out and I moved to Orlando. And then I just went all in on my agency, and then four and a half years later, this is where we're at now.
Collin Mitchell:Yeah. So how, I'm curious after you, you know, pulled the trigger on the Tai Tai Lopez course and dive into that. How did you get those first 10 clients? Like, what was your strategy? Was this a new skill that you were learning?
Collin Mitchell:What were some challenges that you ran into?
Jason Wojo:Yeah. I mean, the biggest thing was was I was just door knocking, doing 7 day free trials. Like, that was my offer. I was like, hey, I'll just run your ads for 7 days for free and I'll post for free on social media. If you like what you see, then it's 2.50 a month after that.
Jason Wojo:And that got a lot of people to say yes because also, I was hungry, man. I just, like, ran across town. I I would run all over the place, knock on barbershops, restaurants, and, like, the owners would see that I was hungry, and they just gave me a chance. I'd probably say I had about 20 people say yes and 15 of them stayed, which is not bad. So I mean, you know, I I did that free trial method for a while.
Jason Wojo:The only problem was was that when I got to about 10 to 15 clients, I couldn't keep doing door knocking. I was too busy fulfilling for the 15 clients that I had, so I couldn't do all that anymore. I started cold calling when I was on my free time, and the conversion rates on that were very low because I'm not in person. So then I kinda gave up on, like, cold calling even though people sit to this very day tell me that it's great or it works if you're good at it. I personally think it's bottlenecking and it's not the way that you scale a business.
Jason Wojo:So I was done with cold calling and I was just like, hey, let me check clients that I have. And then I start up selling them ad management, and I was getting them to about $400 a month, $500 a month. And that's really how it took off from there. I did have one client in particular that helped me learn skills as far as like ads because Tai Lopez's thing was all about just getting clients and doing a little bit of fulfillment, not like the ad side. I was making videos on Instagram at the time, and they were like motivational videos for people in college.
Jason Wojo:I was like, hey. Like, forget college. It sucks. It's stupid. Like, do your own thing.
Jason Wojo:Side hustle blah blah blah. Kinda like Gary v stuff. Well, I started getting a decent following from it and this brand hit me up to send me apparel. They're like, hey. I want you to make videos with our shirts on and we'll use them for ads.
Jason Wojo:I did that. They wind up crushing and Greg, who is the owner, he called me. He was in Connecticut at the time. He was like, hey, man. Come meet me for lunch.
Jason Wojo:Like, these videos outperform all of our ads. And I was like, ads? What the hell is he talking about? So I meet him for lunch. He shows me all these things in the ads manager, how my videos were getting x like cost per purchase and all these things.
Jason Wojo:And he wanted to hire me for $4,000 a month. And that was one of the craziest days in my life was, like, driving him, because he met me for lunch, but his wife was at the mall across street. So I dropped him off in my car. And while I'm driving, he sent me a PayPal for $4, and I thought it was fake. I was, like, clicking the PayPal notification on my phone.
Jason Wojo:How is this? So it's just kinda weird. And then from there, Greg taught me a lot. I feel like we can all agree with this, like, you always find that one person during your journey that really helps you out and is really willing to, like, give you a hand when you feel like you're, like, really behind everybody else, and that was definitely Greg for me. He, like, was willing to spend money to let me and my friend Troy now learn and, like, really get in the in the ropes of running ads and funnels and email and upsells and downsells and, like, writing good offers and all these things that you really don't get to spend on the people's time to learn anymore.
Jason Wojo:Like, people are too frugal about their money. It's hard to really do that. So I kinda had that cool edge when I was first coming up in the game was getting to spend on these people's money to learn. Even though I was giving them result, I got to, like, spend other people's money to, like, learn what was working, what wasn't working, and know how to beat the learning curve.
Collin Mitchell:Yeah. Was there any point in that journey where you felt you're a bit, like, in over your head where you're trying to do fulfillment, get new clients, upsell, learn, figure things out? Like, at what point do things start to break?
Jason Wojo:It started to break at around 25, 30000 a month. That's where I couldn't fulfill for anybody anymore. Like, I was getting clients for 2, 3000 a month. I was working privately with, and I had about 10 of them. But those clients demanded a lot more.
Jason Wojo:At some point, I had to get rid of all the clients who are paying $200 a month that I make that switch. And I wind up taking on just bigger fish, and they wanted, you know, full on funnels. They wanted copy. They wanted emails. They wanted all the stuff and, like, doing 10 clients, that's actually a lot of work that people don't realize, like, doing 10 landing pages over a 3 weeks time and getting onboarding and doing all the calls and doing all the strategy and doing all the ad scripts and doing all the editing and all of that took a ton of time.
Jason Wojo:And that was where I saw break. That's where most entrepreneurs kinda stay, dude. I see that a lot, especially at my events. Mhmm. Like, we always have people raise their hand, like, who here is sitting at 10 to 30 k a month?
Jason Wojo:And a lot of people who are decent businesses, not crazy big, but they stay stuck there because they're they have a control problem. They don't know how to hire. They think that everybody's not better than them. They think that, you know, everybody sucks who they hire. Like, they don't understand stand like, standards and and and processes when growing a company, and they're just not good leaders.
Jason Wojo:That's where I see most people break in their business. It's definitely 10 to 30 k a month for sure.
Collin Mitchell:Yeah. And I guess it kinda depends. Right? Some people are totally comfortable with lifestyle business. Right?
Collin Mitchell:And they're like, this is great for me. Right? But at what point did you start to have to learn new skills as far as, like, you know, delegating stuff, hiring people, learning how to be a leader rather than kinda somebody who wears all the hats?
Jason Wojo:Yeah. I think it was when I realized that, like, 30 k a month wasn't enough money. I know that's very bold thing to say, but, like, some people be like, oh, 30 k a month so much money. I could live so so nicely with it. Yeah.
Jason Wojo:So the problem with $30 a month is that literally when you're a 10.99 sole prop depending on what state you live in, half of that money is not even yours anymore. And then you decide to take on all these living expenses. Like, you might get a bigger apartment because you're making $30 a month. You can figure, hey, my mortgage could be 4 or 5,000 a month. My car could be a $1,000 a month.
Jason Wojo:I could eat out every night. I can go to the movies. I can go to concerts. I can spend more money. I have more of a gap.
Jason Wojo:And you take on more living expenses. You start having kids. You do all this random mumbo jumbo crap, and you realize that you don't have much money left. So like when I was being a $30 a month, man, I just spent a lot of money on stupid stuff. Like, I bought watches, I bought a Maserati, I got all the stupid stuff.
Jason Wojo:I took vacations every weekend. I would go to, like, the Ritz Carlton every every single weekend for 3 days, like, $500 a night wasn't a lot, but I was making $30,000 a month. And I just didn't realize that that would catch up to me, and it did. And then I realized that I'd make more money, and that's when I really had that push where I was like, alright. Like, I'm spending all this money.
Jason Wojo:I need to make, like, $50 a month, $70 a month to be, like, really comfortable. And that's what made me have to hire people and and build systems. And then the thing I realized was as soon as I started hiring people, like, I had to get myself off the phones. And that came to hiring sales reps, which if anybody here is actually listening, like, it is probably the hardest thing to hire is sales reps. Regardless of what you tell me or believe, it is the hardest team to scale in your business other than leadership because salespeople have massive egos.
Jason Wojo:2 is is they want all the calls that they can't even close or take. They wanna take so many calls that they don't wanna do follow-up. They also don't wanna be a part of the culture and the values and the morals of the company. Most people who just buy a program online, all of a sudden now think that they're sales reps. When they're not, they're just remote closers who have somewhat of a skill set to close layup of leads, and it's just a very hard thing to hire for.
Jason Wojo:That's why my biggest recommendation was turning setters into closers. If you can get someone to set on the phone and and book appointments, they now know the beginning of the sales journey, and it's easier for them to become closers because they appreciate the beginning more. If people just go straight to closer, I just haven't seen crazy retention unless I'm, like, you know, we we do pretty well. I do 8 figures a year and higher. I just don't really believe that closers were meant to be closers right off the bat.
Jason Wojo:They have to learn the sales process better in the journey, and they're easier to become closers. Either that's through training or or daily meetings or the case may be when they go from a setter to a closer, they're a lot more, like, high producing closers. And then, you know, the other thing too was, like, when I was hiring, I had a big ego around it. Like, I was like, oh, this person can't do it as well as I can. Like, this guy can't make a landing page like I can.
Jason Wojo:This guy can't run an ad like I can. And, like, it was tough, dude. That was the biggest thing I had to get past. But, yeah, dude, as soon as you hire a team, you realize that now you're feeding other people's families and you have to make more money now. So, like, as soon as you start hiring a couple team members, you're like, hey.
Jason Wojo:We can't just stop at 70 k a month. Like, we have to go higher. Like, we have to keep going. Because now these people wanna get bonuses. They wanna get incentives.
Jason Wojo:They wanna grow in the company. They will find another position. If you're not growing, if we're just stuck at $600 a year every year, like, no one's excited. No one's got goals. No one's got targets.
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