Matt Deseno is the founder of multiple award winning marketing businesses ranging from a attraction marketing to AI appointment setting to customer user experience. When he’s not working on the businesses he teaches marketing at Pepperdine University and he also teaches other marketing agency owners how they created a software company to triple the profitability for the agency. Our Sponsors: * Check out Kinsta: https://kinsta.com * Check out Mint Mobile: https://mintmobile.com/tmf * Check out Moorings: https://moorings.com * Check out Trust & Will: https://trustandwill.com/TRAVIS * Check out Warby Parker: https://warbyparker.com/travis Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy…
Yousaf Yunes discusses the importance of setting clear goals for the new year, focusing on taxes, contracts, and client satisfaction as key areas for business success. He emphasizes the need for effective scaling and the importance of having a reliable team to manage operations. Yousaf also highlights the significance of taking actionable steps towards fulfilling promises made to oneself and the business, ensuring progress throughout the year. takeaways
Reflect on areas of improvement for the new year.
Prioritize taxes and contracts in business planning.
Scaling requires delegation and trust in your team.
Client satisfaction is crucial for long-term success.
Start small to fulfill promises made to your business.
A good tax advisor can significantly reduce expenses.
Contracts are essential for protecting your business.
Being above ground allows for better business management.
Happy clients are more valuable than high-paying adversarial ones.
Take immediate action to start the process of improvement.
titles
Navigating Business Goals for 2025
The Crucial Role of Taxes and Contracts
Sound Bites
"You have to feed your babies, guys."
"What did you promise your business?"
"You can't do it all, guys."
Chapters 00:00 Reflecting on Business Goals for the New Year 02:53 The Importance of Taxes, Contracts, and Protection 05:34 Scaling Your Business: Trusting Your Team 08:20 Client Satisfaction: The Key to Business Success 11:22 Taking Action: Fulfilling Promises to Your Business keywords business goals, taxes, contracts, client satisfaction, scaling business, new year resolutions, entrepreneurship, financial planning, business relationships, project management
Yousaf Yunes discusses the importance of setting clear goals for the new year, focusing on taxes, contracts, and client satisfaction as key areas for business success. He emphasizes the need for effective scaling and the importance of having a reliable team to manage operations. Yousaf also highlights the significance of taking actionable steps towards fulfilling promises made to oneself and the business, ensuring progress throughout the year. takeaways
Reflect on areas of improvement for the new year.
Prioritize taxes and contracts in business planning.
Scaling requires delegation and trust in your team.
Client satisfaction is crucial for long-term success.
Start small to fulfill promises made to your business.
A good tax advisor can significantly reduce expenses.
Contracts are essential for protecting your business.
Being above ground allows for better business management.
Happy clients are more valuable than high-paying adversarial ones.
Take immediate action to start the process of improvement.
titles
Navigating Business Goals for 2025
The Crucial Role of Taxes and Contracts
Sound Bites
"You have to feed your babies, guys."
"What did you promise your business?"
"You can't do it all, guys."
Chapters 00:00 Reflecting on Business Goals for the New Year 02:53 The Importance of Taxes, Contracts, and Protection 05:34 Scaling Your Business: Trusting Your Team 08:20 Client Satisfaction: The Key to Business Success 11:22 Taking Action: Fulfilling Promises to Your Business keywords business goals, taxes, contracts, client satisfaction, scaling business, new year resolutions, entrepreneurship, financial planning, business relationships, project management
Yousaf Yunes discusses the complexities of navigating friendships in business. He shares personal stories that highlight the risks and rewards of mixing personal relationships with professional endeavors. Through various anecdotes, he emphasizes the importance of trust, setting boundaries, and the necessity of formal agreements to protect oneself in business dealings with friends. takeaways Mixing friends and business can be risky but rewarding. Trust is crucial when working with friends and family. Establish clear boundaries to protect personal relationships. Always have a signed contract, even with friends. Be prepared for the possibility of betrayal from friends. Friendship can complicate business transactions. Communication is key in maintaining professional relationships. Learn from past experiences to avoid future mistakes. Value your time and work, even with friends. Friend prices should still be established and respected. titles Navigating the Fine Line Between Friends and Business The Hidden Dangers of Mixing Friendship with Business Sound Bites "You should never mix family and business." "You have to be on your guard with friends." "Get a signed contract in place first." keywords: friends, business, relationships, trust, boundaries, contracts, entrepreneurship, networking, risks, lessons learned Chapters 00:00 The Complexities of Friendship in Business 04:20 Trust and Betrayal: Personal Stories 13:54 Navigating Professional Relationships with Friends 23:04 Establishing Boundaries and Contracts…
DemandGen is one of the most underrated placements in Google Ads, yet it offers a unique mix of programmatic, social, and retargeting capabilities. In this episode, Yousaf Yunes breaks down how DemandGen works, from cost-per-click and cost-per-conversion strategies to powerful placements across YouTube, Gmail, and display ads. Learn how to leverage product feeds, optimize frequency, and even target specific YouTube channels to maximize reach. If you're not using DemandGen, you're missing out on a game-changing tool! 👉 Tune in to discover why DemandGen is an unspoken hero in paid media. #GoogleAds #PPC #DemandGen #Marketing #YouTubeAds #Retargeting #YousafYunes…
In this conversation, Yousaf Yunes discusses the nuances of providing free work and the importance of valuing one's expertise. He shares personal experiences with clients, highlighting the challenges of client relationships, expectations, and the consequences of not securing professional services. The discussion emphasizes the need for clear communication and the importance of understanding the value of services offered in the marketing industry. takeaways Free work should be casual and not overly detailed. Never underestimate the value of your expertise. Clients often struggle to implement advice given to them. It's important to secure professional services to avoid amateur mistakes. Providing free advice can lead to clients taking your ideas without compensation. A good deal is beneficial for both parties involved. Clear communication is key in client relationships. Be cautious of clients who seek free advice without commitment. Organic marketing efforts can lead to valuable client relationships. Always ensure that clients understand the importance of professional guidance. titles The Hidden Costs of Free Work Valuing Your Expertise in Client Relationships Sound Bites "You have to sign on with us." "A good deal benefits both sides." "You have to put in the time." keywords free work, client relationships, marketing strategies, audits, business advice, expertise, value of services, client expectations, marketing failures, professional services Chapters 00:00 Understanding Free Work and Its Value 05:44 Navigating Client Relationships and Expectations 10:04 The Importance of Professional Expertise in Business 13:54 Building Connections Through Organic Networking…
Yousaf Yunes discusses the challenges and ethics of lead generation from an agency perspective. He emphasizes the importance of selling quality leads that convert into sales, rather than relying on scraped B2B data. Yousaf advocates for a sustainable business model focused on client retention and niche marketing, highlighting the need for entrepreneurs to take their lead generation efforts seriously and to test their offers before selling them. The conversation concludes with a call to action for listeners to engage with the topic and ask questions. takeaways Lead generation is crucial for business success. Selling leads without proof of conversion is unethical. Client retention is more profitable than constant acquisition. Testing leads before selling them is essential. Niche focus can enhance lead generation effectiveness. Quality leads can significantly boost client lifetime value. Automation and technology should not replace genuine relationships. Building a reputation takes time and effort. Entrepreneurs must be realistic about their capabilities. Understanding your market is key to successful lead generation. titles Navigating the Lead Generation Landscape Ethics and Sustainability in Lead Generation Sound Bites "Do you sell contracts?" "You're basically scamming people." "A good lead is well-defined." Chapters 00:00 Introduction to Lead Generation Challenges 02:53 The Ethics of Selling Scraped Data 05:43 Building a Sustainable Lead Generation Business 08:32 The Importance of Niche Focus in Lead Generation 11:34 Final Thoughts on Lead Generation and Client Retention…
Yousaf Yunes reflects on his nostalgia for the TV show American Chopper, exploring themes of personal growth, father-son dynamics, and the impact of life-changing events. He shares insights from a motorcycle accident that altered his perspective on relationships and patience. The discussion also delves into the artistry versus expertise in motorcycle building, the influence of television on public perception, and the nuances of navigating the digital marketing landscape. takeaways American Chopper highlighted the complexities of father-son relationships. Personal experiences can change how people perceive you. Running a business requires patience and understanding. The craftsmanship in motorcycle building can be subjective. Television can elevate individuals to a god-like status. Expertise in a field doesn't always correlate with public perception. Technical knowledge is crucial in digital marketing. Nostalgia can shape our understanding of past experiences. Life lessons often come from unexpected events. The importance of authenticity in presenting oneself online. titles Nostalgia and Life Lessons from American Chopper Father-Son Dynamics in Business and Life Sound Bites "I snapped my leg in half." "They were a little dangerous." "I think it's really good." Chapters 00:00 Nostalgia and Personal Reflections 02:42 The Dynamics of Father-Son Relationships 05:22 Accidents and Their Impact on Life 08:09 The Artistry vs. Engineering in Motorcycle Building 11:09 Fame and Perception in the Motorcycle Community 13:44 Expertise and Authenticity in Digital Marketing keywords: American Chopper, motorcycle building, father-son relationships, personal growth, digital marketing, TV influence, life lessons, motorcycle accidents, craftsmanship, perception vs reality…
Yousaf Yunes discusses the complexities of client relationships, particularly focusing on a long-term client who has increasingly requested discounts. He reflects on the balance between providing quality service and maintaining fair pricing, emphasizing the importance of recognizing when to say no to clients who may be taking advantage of the partnership. Yousaf shares insights on negotiation tactics, the impact of client expectations on service delivery, and the necessity of ensuring a positive relationship that benefits both parties. takeaways It's important to allow clients to ask for one big favor occasionally. Frequent discount requests can strain client relationships. Service quality should align with the pricing structure. Recognizing when a client is taking advantage is crucial. Maintaining a balance between service and compensation is key. Long-term clients can sometimes become the most demanding. It's essential to analyze business units for profitability. Saying no can be a necessary part of business growth. Negotiation tactics should be used wisely to avoid exploitation. Positive relationships with clients are vital for sustainable business. titles Navigating Client Discounts: A Balancing Act When to Say No: Client Relationships Explored Sound Bites "It's worth it to say no sometimes." "You have to be strong and say no." "It's a terrible situation to be in." KW: client relationships, discounts, negotiation, business strategy, service quality, client retention, pricing strategy, business growth, partnership dynamics, service expectations…
Yousaf Yunes discusses the differences between maximized conversions and conversion value in digital marketing. He explains how each strategy targets different types of consumers and how to effectively use TCPA and TROAS for campaign optimization. The discussion emphasizes the importance of understanding these concepts for successful e-commerce advertising. takeaways Maximized conversions focus on quantity over quality. Conversion value targets higher-end buyers who spend more. TROAS optimizes for higher-priced items when available. Max conversions are great for learning campaigns before switching. TCPA is about targeted cost per acquisition, different from max conversions. ATC (Add to Cart) is the first level of consumer engagement. Max conversion value leads to high-quality customers. Learning happens best with maximized conversions before switching to value. Campaigns should be fully learned before switching to conversion value. Push for higher conversions with TROAS after learning phase. titles Maximized Conversions vs. Conversion Value Explained Understanding TCPA in Digital Marketing Sound Bites "ATC is the first level of hand raising." "Push for higher conversions with TROAS." "TROAS optimizes for higher-priced items." keywords: maximized conversions, conversion value, TCPA, TROAS, digital marketing, campaign optimization, e-commerce, advertising strategies Chapters 00:00 Maximized Conversions vs. Conversion Value 02:26 Understanding TCPA and Its Role 05:23 Transitioning to TROAS for Higher Value…
Yousaf Yunes addresses the common challenges faced by individuals trying to break into PPC (Pay-Per-Click) advertising. He emphasizes the importance of mastering the basics, understanding the Google Ads dashboard, and the necessity of being an expert before charging clients. Yousaf shares personal anecdotes and insights on the pitfalls of seeking shortcuts in learning and the value of proper mentorship and implementation in the field of digital marketing. takeaways Breaking into PPC is a common concern for many. Doing something hard can set you apart in the industry. Understanding the basics is crucial before advancing. The Google Ads dashboard is fundamental to success. Many people underestimate the complexity of PPC. Shortcuts in learning can lead to poor performance. Experience is essential before charging clients. Consulting without implementation lacks value. Mistakes in PPC can be costly for both clients and practitioners. Expertise is necessary to avoid buyer's remorse in advertising. titles Mastering PPC: The Path to Success The Basics of Google Ads: A Must-Know Sound Bites "Do something hard to stand out." "You have to know how the dashboard works." "You can't live off a quick consulting fee." Chapters 00:00 Breaking into PPC: Common Questions and Challenges 02:46 The Importance of Mastering the Basics 06:01 Understanding Google Ads: The Dashboard and Beyond 08:46 The Cost of Inexperience: Learning from Mistakes 11:32 Finding the Right Mentorship and Support…
Yousaf Yunes discusses the ongoing debate between retainers and hourly rates in the context of PPC (Pay-Per-Click) advertising. He emphasizes the importance of focusing on results rather than hours worked, arguing that clients often undervalue the expertise required for effective advertising. Yousaf shares insights on how retainers can provide better value and results for clients, as they allow for the involvement of experienced professionals and resources. He also highlights the pitfalls of opting for lower hourly rates and the potential consequences of hiring less experienced individuals. takeaways Retainers should focus on results, not hours worked. Clients often lose sight of the value of expertise. Lower hourly rates may lead to subpar results. Investing in a retainer can yield better outcomes. Experience and proven results are crucial in PPC. Retainers allow for the involvement of a skilled team. Understanding client needs is key to setting retainers. A good retainer can be a cost-effective solution. Management fees are a necessary investment for scaling. Choosing the right professional is essential for success. titles The Retainer Revolution: Why Results Matter Hourly Rates vs. Retainers: The Ultimate Showdown Sound Bites "You should be focused on results." "That's a hell of a retainer, right?" "You have to pay a retainer." Chapters 00:00 The Retainer vs. Hourly Debate 09:29 Understanding the Value of Expertise in PPC keywords: retainers, hourly rates, PPC, client management, advertising, business strategy, results-driven, Upwork, Fiverr, marketing…
Yousaf Yunes addresses the increasing inquiries about breaking into PPC and paid ads, particularly in light of economic challenges. He emphasizes the importance of expertise, mentorship, and understanding conversions in advertising. Yousaf discusses the value of certification and continuous learning, advocating for a professional approach to advertising services. He also highlights the need for building trust through case studies and proven results to command expert rates in the industry. takeaways The demand for PPC skills is rising due to economic shifts. Expertise in advertising is crucial for success. Understanding conversions is key to effective ad campaigns. Ads are easy to set up, but true expertise is rare. Charging expert rates requires proven expertise and results. Certification can differentiate you in a competitive market. Continuous learning is essential in the ever-evolving ad landscape. Building trust with clients is vital for long-term success. Case studies are important for showcasing your skills. Mentorship can accelerate your learning and growth in PPC. titles Navigating the PPC Landscape: A Guide to Success Mastering Paid Ads: The Path to Expertise Sound Bites "How do I break into PPC?" "Prove you had the chops." "Be an expert." keywords: PPC, paid ads, Google Ads, Meta Ads, advertising agency, expertise, certification, conversions, analytics, mentorship Chapters 00:00 Breaking into PPC and Paid Ads 03:05 The Importance of Expertise in Advertising 05:52 Understanding Conversions and Advanced Techniques 08:34 The Value of Expert Rates and Retainers 11:28 Certification and Continuous Learning in Advertising 14:17 Building Case Studies and Proven Results…
Yousaf Yunes discusses the importance of setting clear goals for the new year, focusing on taxes, contracts, and client satisfaction as key areas for business success. He emphasizes the need for effective scaling and the importance of having a reliable team to manage operations. Yousaf also highlights the significance of taking actionable steps towards fulfilling promises made to oneself and the business, ensuring progress throughout the year. takeaways Reflect on areas of improvement for the new year. Prioritize taxes and contracts in business planning. Scaling requires delegation and trust in your team. Client satisfaction is crucial for long-term success. Start small to fulfill promises made to your business. A good tax advisor can significantly reduce expenses. Contracts are essential for protecting your business. Being above ground allows for better business management. Happy clients are more valuable than high-paying adversarial ones. Take immediate action to start the process of improvement. titles Navigating Business Goals for 2025 The Crucial Role of Taxes and Contracts Sound Bites "You have to feed your babies, guys." "What did you promise your business?" "You can't do it all, guys." Chapters 00:00 Reflecting on Business Goals for the New Year 02:53 The Importance of Taxes, Contracts, and Protection 05:34 Scaling Your Business: Trusting Your Team 08:20 Client Satisfaction: The Key to Business Success 11:22 Taking Action: Fulfilling Promises to Your Business keywords business goals, taxes, contracts, client satisfaction, scaling business, new year resolutions, entrepreneurship, financial planning, business relationships, project management…
Yousaf Yunes discusses the impact of viral media coverage on political figures, particularly focusing on Gavin Newsom and the response to California's ongoing fires. He contrasts authentic, raw moments captured by media with the manufactured responses of politicians, emphasizing the importance of genuine leadership in times of crisis. Yousaf critiques the political landscape in California, calling for a reevaluation of leadership roles and accountability. takeaways Viral moments can reveal the true character of leaders. Authenticity in media coverage resonates more than scripted responses. Politicians often struggle to respond to real-time crises. Social media can amplify both positive and negative aspects of leadership. Genuine leadership is crucial during emergencies. Filtered moments can make politicians appear disconnected. The public's response to leadership is shaped by media portrayal. California's political landscape is under scrutiny due to recent events. Criticism of leadership is necessary for accountability. There is a call for change in political leadership in California. Sound Bites "It's amazing how these have taken off." "It looks so stretched, it looks weird." Gavin Newsom, media coverage, viral moments, political leadership, authenticity, social media, public response, California fires Chapters 00:00 Viral Coverage and Media Dynamics 05:35 Authenticity vs. Manufactured Moments 10:13 Critique of Political Leadership…
Yousaf Yunes discusses the complexities surrounding TikTok's ownership and its implications for users in the United States. He highlights the differences in how TikTok is perceived and used in China versus the U.S., the challenges of foreign ownership of social media platforms, and the potential future of content creation in a landscape increasingly focused on national security and digital privacy. takeaways TikTok was originally known as Musically and is owned by ByteDance. The app serves different purposes in China and the U.S. There are concerns about data being funneled back to China. The U.S. government has pressured TikTok to sell due to security concerns. Elon Musk's acquisition of Twitter highlights issues with bot accounts. The media often refers to 'Chinese state officials' rather than ByteDance executives. The reluctance to sell TikTok raises questions about hidden data practices. Content creators need to consider the longevity of the platforms they use. The rise of U.S.-owned platforms may shift user preferences. Investing in content creation requires awareness of platform ownership. Sound Bites "They didn't do jack shit." "It's known for its dances." "That's like really unpatriotic." Chapters 00:00 The TikTok Dilemma: Ownership and Control 10:58 The Future of Content Creation and Platforms…
Yousaf Yunes shares his personal experiences and reflections during the recent fires in Hollywood. He discusses the impact of the fires on the community, the response from local authorities, and the importance of preparedness in the face of emergencies. Yousaf emphasizes the need for accountability among leaders and the significance of community support during crises. He concludes with thoughts on resilience and the lessons learned from the experience. takeaways Witnessing the fires was a surreal experience. Community support is crucial during emergencies. The lack of police presence during the evacuation was alarming. Preparedness is essential for personal safety. Government accountability is necessary in crisis management. Fire hydrants should always be functional during fire season. It's important to help neighbors in need during disasters. Leadership failures can exacerbate emergency situations. Resilience is built through preparation and community support. Personal reflections can lead to greater awareness and action. KWs Hollywood fires, community response, government accountability, personal reflections, leadership failures, fire safety, Los Angeles, emergency preparedness, resilience, local politics Sound Bites "It felt like I was an ashtray." "I was calm and I really..." "I had to focus on work." "This is Los Angeles, guys." "Thank you for listening." Chapters 00:00 Introduction and Personal Reflections on the Fires 02:54 Observations During the Fire Incident 05:47 Community Response and Personal Responsibility 12:05 Government Accountability and Leadership Failures 23:52 Concluding Thoughts on Preparedness and Resilience…
Yousaf Yunes discusses the shifting landscape of media, contrasting traditional media with new media, particularly in the context of political advertising and digital marketing. He emphasizes the importance of digital platforms like YouTube and podcasts for effective audience engagement and targeting. Yunes critiques the reliance on traditional media, highlighting the inefficiencies and declining effectiveness of television advertising. He also explores the implications of these changes for businesses and marketers, urging them to adapt to the new media environment to remain competitive. takeaways Digital marketing is essential for modern businesses. Traditional media is losing its effectiveness. Engaging content on platforms like YouTube is crucial. Targeting specific audiences can yield better results. The shift to digital is reshaping advertising strategies. Younger audiences prefer digital content over traditional media. Sports viewership is declining due to streaming changes. Creating content is a free opportunity for businesses. Podcasts and social media are powerful marketing tools. Understanding audience behavior is key to successful marketing. Sound Bites "The blue team spent like two billion." "YouTube is almost like LinkedIn now." "YouTube is huge for B2B marketing." Chapters 00:00 The Evolution of Media: Traditional vs. New 06:51 The Power of Digital Marketing 12:06 Targeting and Engagement in the Digital Age 18:07 The Future of Media Consumption…
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