Dan Henry: I’m ready to be set on fire.

John Lee Dumas: Yes, went from poor as hell to millionaire in five months using paid traffic. He has since trained over 1,300 Facebook ad agencies and business owners with his strategies. Dan, take a minute, fill in some gaps from that intro, and give us a little glimpse of your personal life.

Dan Henry: Sure, sure. It’s actually over 1,500 now since I sent you that.

John Lee Dumas: Dang.

Dan Henry: So, yeah, I’ll try to give you my story in a nutshell. About two years ago, I was dead broke. Me and my wife were so broke, we were selling water bottles on the side of the road to try to pay the electric. We just had a string of bad luck.

I was a struggling internet entrepreneur. I had former success in affiliate marketing, but then the SEO crash happened, and it just killed my income.

I had tried to open up a few different types of businesses. I did a nightclub, which actually worked out great once I learned paid traffic because when I started it, you know, Groupon, Yelp, all that, it didn’t work. But when I started learning Facebook ads, I actually took it from literally the worst place in town to the top spot just through Facebook ads.

John Lee Dumas: Wow.

Dan Henry: And so, I sold the club. I wanted to get back into internet marketing with my new skill. So, I sold the club. And I took all the money, and I stupidly invested it in a software. I overstepped my level, per se. It was a nightmare. I spent way too much money. And then Google, once again −

John Lee Dumas: Backslap time.

Dan Henry: − yeah, they released literally the same software for free right before I was gonna launch.

John Lee Dumas: Oh, Google.

Dan Henry: Yeah. So, we were at, you know – and my wife says to me – you know, it got bad. She was a lawyer in Turkey, and now she had a job at a Turkish restaurant and driving Uber just to help me pay the bills while I’m sitting here typing away, looking like an idiot.

John Lee Dumas: She’s, like, “Honey, I’m going back to Istanbul, yo.”

Dan Henry: Yeah, yeah. So, she sits down with me, and this was after we got rear-ended at a stoplight, which totally killed her Uber and going to work at the restaurant.

She says, “Listen, we have to do something.” And I said, “Okay.” She says, “You can’t start a new business. You can’t start another product. Why don’t you just – you’re good at marketing. You’re good at getting new customers. You just have bad luck with the business part of it. So, why don’t you just charge other businesses to get them more customers?” And I was, like, “Oh, that’s so simple,” you know.

So, I started doing that, you know, real estate agents and restaurants, and I landed seven clients over the next 30 days, and I made over $10,000.00 in Facebook ad revenue just from charging clients, and I got them results, as well. And so, that got me back on my feet. That’s six figures. I mean, if you can’t live off six figures, what are you doing?

John Lee Dumas: Yeah.

Dan Henry: So, then I did this for a while, and a lot of people were asking me questions, like, “How did you do that? How are you getting all these clients?” yada, yada, yada.

So, I created a course on it, and I launched the course, and it did a million dollars in five months. I won the Two Comma Club Award from Russel Brunson, ClickFunnels. I integrated affiliate marketing into my course, and so I drove new users to ClickFunnels, and it just blew up. I actually – I placed right underneath you in the Expert Secrets Contest. Did you notice that? I was so – I was, like, “I gotta get JLD.”

John Lee Dumas: Not a chance.

Dan Henry: Yeah, I know.

John Lee Dumas: Just kidding. Peng Joon came in at the very – I was No. 1 the entire contest.

Dan Henry: Oh, don’t get me started. Don’t get me started on it. I know. I feel your pain.

And since then, we’ve racked another million onto the course, and it’s just been fantastic. And so, I’ve now developed a lot of – and I used my Facebook ads skills to sell that course and some other mini courses and stuff. So, now, I’m sharing those techniques, as well. So, I’m just happy to be fortunate enough to be where I am today.

John Lee Dumas: Yeah.

Dan Henry: I was a nobody two years ago, and now I have this huge community of 30,000 people in my group and list, and it’s just crazy to be here right now.

John Lee Dumas: Well, Dan, let’s talk about today, your expertise. What would you say in just a couple words, or I’ll give you a sentence or two, what that expertise is that you have?

Dan Henry: Taking traffic on demand and turning it into sales on demand.

John Lee Dumas: Now, what don’t we, as entrepreneurs, know about that skill set that we really should know?

Dan Henry: I cannot wait to tell you this, JLD, because this is something nobody really knows. This is something I developed. I call it ECS retargeting, Every Conceivable Scenario.

So, I want you to imagine this for a second. You’re running a webinar, right? Now, you have your registration page, you have your thank-you page, you have your live webinar page, your replay page, you have your sales page, you have your order page.

In a perfect world, somebody goes sequentially through that. But in reality, people share the webinar page. They share the order page. They do all this stuff that happens in the real world. So, if you’re running enough traffic, over time, you will get a large amount of people that saw your order page but never saw your webinar. They saw your webinar, but they never saw your sales page. They saw your webinar, but they never registered.

So, what I do is I create a custom retargeting ad for every possible scenario, every conceivable scenario. So, for instance, let’s say you saw the order page, but you never registered for the webinar. I’ll come on a video. I’ll say, “Hey, I notice you saw the order page for Facebook Ads for Entrepreneurs, but you didn’t watch the webinar. You’ve got to watch the webinar. Click here to watch it. Click here to register.”

Now, all of those people that would have never saw the sequences in my funnel, never got my emails, never got retargeted by other retargeting, now they sign up. They’re in that flow, all right? Now, as well, you can say something like, “Hey, I noticed you saw my webinar, but you never registered. Somebody shared the link with you. You need to get the free gift. You didn’t get the free gift I give away on the webinar,” this thing over here, whatever. “Click here to register.”

So, this is money that’s laying on the table in front of you that you don’t realize is there. All you’ve got to do is reach out and take it. Now, I sent you some screenshots, JLD.

John Lee Dumas: Yeah.

Dan Henry: Yeah, and 27X ROI, 27X when I do this, a dollar in, $27.00 out, okay? I mean, I’ve spent – I’ve got one who’s, like, $4,500.00 in and $123,000.00 out. And most of it is these − because, you know, when you’re running a lot of cold traffic, this adds up.

The people that share your order page, that share your webinar page without – you know, nobody’s gonna say, “Oh, make sure you register.” No, “Here’s the webinar. Here’s the order page. Just check it out.” All right. You need to target these people, and you need to get the money because it’s right there in front of you.

John Lee Dumas: It’s right there, Fire Nation. Pick it up. Make it happen. Make it all count because this is the thing that I think a lot of people don’t recognize is you don’t just use one strategy. You can employ multiple strategies, be attacking on multiple fronts. Do a little bit of a recon. Do a little bit of a holdup. Whatever that might be, you’ve got to try new things. And for me, I know the analytics are key.

So, Dan, what do you use? What do you like to make sure that your analytics are spot on, meaning that ROI, that return on investment, you’re getting more dollars back overall for that long-term value than you are putting in?

Dan Henry: I’ll say this. I don’t use a lot. And the reason for that is, when you start getting into all these crazy conversion trackers and stuff, it just complicates things. I know there’s some really, really super data nerds out there that understand it and get into it. But, for me, a lot of it’s too complicated. And I like to teach other people what I do, and so I don’t like to use complicated methods.

So, what I do is I track my cold ad spending because you can track your ROI inside Facebook ads. You really don’t need anything else. So, this is what I do. I like to get at least three-to-one on cold traffic. So, if I’m running a webinar, and I put a dollar in, I wanna get three out on cold traffic. I’m happy with that.

And I know that that’s okay because when I take all those people and put them in my retargeting – for instance, if you sign up for my webinar, you’re gonna get mercilessly, you know, you’re gonna get retargeted to hell and back with testimonials, case studies. I’m gonna stalk you. You’re gonna have to file a restraining order.

So, I know that the money’s in retargeting. So, if I get three-to-one, I’m fine with that because on my retargeting campaigns, I’m getting 26, 27, sometimes 30-to-1. You know what I’m saying? So, heck, even if I break even, even if I get one-to-one on cold traffic, totally fine because on the retargeting end, that’s where I’m gonna make my money.

People don’t buy within an hour of seeing your stuff. Most people don’t. Some people do. But in all honesty, if you hit them up for seven days, and you’re, like, “Hey, here’s all these case studies; here’s all these testimonials,” that’s where they’re gonna buy. That’s where the majority of people are gonna buy.

So, that is how I track. And because Facebook ads works on last click, I can see who’s buying based off what retargeting ad I see. A case study, they go to the sales page, they buy. Okay. That case study’s doing better. I do that all on Facebook ads. I keep it simple. I don’t use any third-party trackers, just right there, simple, easy.

John Lee Dumas: Yeah, and the thing is, Fire Nation, some things don’t change. I mean, if you watch Madmen, back in the 1950s, these people recognized that you need to see an advertisement seven, eight, nine times before you trust it, before you actually made a purchase or actually made a move. It’s the same thing today. The first time’s not gonna be the charm. The third time’s not gonna be a charm. It’s the seventh, the tenth, the 14th time. That’s where retargeting comes into play.

So, Dan, you’ve really told us your story, so we know your worst entrepreneurial moment. You went through that. That was powerful. Take us to one of your greatest ideas you’ve had to date. Obviously, retargeting’s an aha moment, and you crushed it, and the thing that you shared about your area of expertise is a huge aha moment. But what’s one of those great ideas that you’ve had recently that you’ve taken, implemented, and just crushed it?

Dan Henry: Here’s something that I think works really, really well. It’s worked fantastic for me. A lot of people run webinars, and they use different webinar scripts, and that’s all good and well. And I’ve tried a ton of different webinar scripts. The one from Russell works fantastic.

But one thing that I do that, if you can do it, really, really helps is I get people a result on the webinar. So, for instance, I have a webinar for the whole Facebook ad agency thing. And in the webinar, I say, “Listen, I’m gonna get you a client before this webinar is over.”

John Lee Dumas: Whoa.

Dan Henry: “I’m gonna teach you how –” oh, yeah, and I do it when I do speeches. I do it – people walk out of the room with clients five, six, seven, eight, nine, ten clients messaging them. So, I say at the beginning of the webinar, I say, “I’m gonna get you a client before this webinar is over.”

So, this is what I do. I give them a method that gets potential clients messaging them like crazy. I do it early in the webinar, right? Now, as the webinar progresses, while they’re watching, they have clients messaging them, okay? And it took me – I sat and I thought about this. I’ve got to figure out a way to get people clients. I’ve just got to make it happen, and I did. I figured it out.

So, what happens is, by the time I get to the pitch, they’ve already got six, seven clients messaging them, wanting to sign up. So, they have to give me money now. They have to sign up. What are they gonna do, let those clients go? They need the rest. So, that’s what I do.

And then what I do is I integrate that socially into my Facebook group. So, I’ve got people posting all day long, “Oh, I just got a client from Dan’s webinar.” And then everybody else is, like, “What? Oh, my God. What’s the link to the webinar?” And then they go watch the webinar, and then they get a client. They’re, like, “Well, I got a client. Now, I’ve got to get the course. I’ve got clients I’ve got to fulfill. I’ve got to get the course.”

So, if you can get someone some sort of result, regardless of what industry it is, some sort of result early in the webinar, by the time you get to the pitch, they’re pretty sold because you already got them something. And now, to really fulfill on that, they need what you’re selling. That’s the basic of it.

John Lee Dumas: Now, what are some other examples that you’ve seen people do and maybe you’ve done or maybe some of your clients have done that have gotten people results on webinars?

Dan Henry: One thing that I do is when someone signs up to the webinar, like, let’s say I’m on a live webinar, and at the end of the webinar, everybody’s buying, right? I say, “Okay, listen, I have a private group that you’re gonna get into when you purchase. So, here’s what I want you to do. I want you to go into my free group, and I want you to post, “Hey, Dan, I just bought the course. Please add me to the student group.”

So, then what happens is all these people are, like, “I just bought,” “I just bought,” and it’s super hyped. Then I’ll go and screen-share it happening on the webinar. I’ll be, like, “Look at all these people,” because some people say, “Oh, thank you, John, for joining. Oh, thank you, Tom.” And it’s mostly, you know −

John Lee Dumas: Are you making fun of me right now because that’s exactly what I do?

Dan Henry: Oh, is it?

John Lee Dumas: Well, of course.

Dan Henry: I’ve always thought that – I’m sure you do it honestly, but I think a lot of people just make it up. I really, really do.

John Lee Dumas: Yeah, I will say there’s one thing, Fire Nation, that you will piss people off with, and that’s pretending you’re hosting a live webinar when you don’t.

And that’s something that I really pride myself in is that I have now given over 200 live webinars, and I make it so clear that it’s a live webinar. I look at the date. I’m, like, “Hey, it is Tuesday, August 15, at 3:00 p.m. Eastern Time right now. This is a live webinar if you’re joining me right now. If you’re watching this as a replay because it’s not the date and time, then this is a replay. But, hey, for those people that are on right now, this is live.”

And you go through, and you actually have that chat that’s working, and I use their real names, real questions. That’s important. But, absolutely, you’re gonna piss people off if they think, No. 1, you’re trying to pull one over on them for a live webinar; No. 2, if you’re pretending that people are buying, as well. So, that is a great strategy.

Dan Henry: Right. But because so many people do it dishonestly, it kind of makes it hard for you when you do it honestly, and that’s always been in my head. So, that’s why I show that social proof because you can’t deny that. It’s undeniable. So, it has really helped.

The first time I ever did that, it was actually just a last-minute idea I had. I ran my webinar. It was the first webinar I ever ran for this product, and we did 48 grand in sales that day. And it was just – I mean, I like to add all those little tricks together and get an awesome result.

John Lee Dumas: It’s true.

Dan Henry: But that really works a lot.

John Lee Dumas: So, that’s the one thing you want our listeners to take away from that story?

Dan Henry: Realize that even though we are online, it’s still the real world. It’s still a human world. People are walking down the grocery store aisle while they’re looking at your ad. They’re maybe cooking dinner while they’ve got one earbud in, listening to your webinar. It’s the real world. So, whether it’s −

John Lee Dumas: Pay attention, Fire Nation. Oops, someone drifted off. I just had to bring them back in there.

Dan Henry: That’s awesome. So, whether it’s retargeting, whether it’s breaking that seal of, like, “No, listen, I’m gonna prove it to you. You’re gonna get a client,” or, “Listen, you’re gonna see people signing up in front of your face,” I would say bring a more human element to all aspects of your marketing because no one else is. And you’ll start reaping the benefits of that when you start treating people like humans and not like ones and zeroes in your Google Analytic dashboard.

John Lee Dumas: I think you just tied that up with a bow. And one thing I wanna just ask you, Dan, and maybe just do this in a few sentences, but I’m curious because you’re very cutting edge with what you do. You have a lot of things going on. But what excites you most today? What are you fired up about?

Dan Henry: I have lived in the same house for six years. It’s a very small $150,000.00 house, but it’s mine. I bought it when I was doing good with affiliate marketing. I bought it cash. I bought it for $50,000.00, and I remodeled it. And I’ve lived in it, and it’s great. But now that I’m all successful and everything, I kind of wanna move up. I wanna enjoy my success.

So, this week, I am super fired up because we are going to look at a new house. My wife and I are going to look at a new house and potentially put an offer in. It is a beautiful three-story house right on the water in Clearwater – I’m sorry, St. Pete Beach.

And, honestly, that’s what I’m fired up about today. I’m fired up about the fruits of my labor and enjoying what all this can provide for me. So, that’s honestly what I’m fired up about today.

John Lee Dumas: Well, Fire Nation, I’m fired up for the value bombs that are coming in the lightning rounds after we thank our sponsors. Dan, are you ready to rock the lightning rounds?

Dan Henry: I am absolutely ready.

John Lee Dumas: What was holding you back from becoming an entrepreneur?

Dan Henry: A small win. You need a small win before it can motivate you to keep going.

John Lee Dumas: That momentum is everything. What’s the best advice you’ve ever received?

Dan Henry: Keep it simple; don’t overcomplicate it.

John Lee Dumas: What’s a personal habit that contributes to your success?

Dan Henry: Caring more about the results of your clients or students than you do about sales, which will make way more sales come to you.

John Lee Dumas: Right. Can you share an internet resource that you’re just digging these days?

Dan Henry: I share the same thing a lot because people don’t know about it: the Facebook ad debugger. If you post your landing page, and you can’t get it to look right, just grab that URL, pop it into the Facebook ad debugger, hit “Scrape” a couple times, and it will refresh your metadata, your title, your image, all that. A lot of people don’t know that. It’s so simple.

John Lee Dumas: What about a book?

Dan Henry: Come on, Dotcom Secrets and Expert Secrets, you gotta – come on, and The Freedom Journal, of course.

John Lee Dumas: Oh, there you go.

Dan Henry: Of course, of course.

John Lee Dumas: I was gonna have an awkward silence until you said that.

Dan Henry: The trifecta right there.

John Lee Dumas: Oh, so good. Well, Dan, brother, it’s been great chatting. Let’s end today on fire with you giving Fire Nation a parting piece of guidance, the best way we can connect with you, and then we’ll say bye-bye.

Dan Henry: Absolutely. I’ve actually put something together literally just for you, just for Fire Nation. If you go to danhenry.org/eof, you can get three retargeting secrets that will set your Facebook ads on fire.

John Lee Dumas: Oh, I need that, love it, awesome. And what’s the parting piece of guidance?

Dan Henry: Parting piece of guidance is really care about your customer more than anything. And if you suck at marketing, if you suck at copy, if you suck at emailing, if you suck at all those things, if you can just get results right, if you can just get people results, you can just share those, and you will make sales. It doesn’t matter what funnel you use, doesn’t matter anything. Get people results; you can suck at everything else. You will still rock sales.

John Lee Dumas: Anyplace else you wanna send Fire Nation?

Dan Henry: You can check me out at danhenry, org, but I recommend that free gift I made for you guys.

John Lee Dumas: Holla.

Dan Henry: It’s gonna rock your world.

John Lee Dumas: Fire Nation, you’re the average of the five people you spend the most time with. And right now, you’re hanging out with the No. 2 – that’s me – and No. 3 – that’s Dan – finisher in the Expert Secrets giveaway contest, book giveaway contest. So, I mean, two of the Top 3, that ain’t bad.

So, keep up the heat, Fire Nation, and head over to EOFire.com, type Dan in the search bar. His show notes page will pop up with everything that we’ve been talking about. These are the best show notes in the biz, timestamps, links galore. And of course, head directly to danhenry.org/eof to set your Facebook ads on fire.

Dan, thanks for sharing your journey with Fire Nation today. For that, we salute you, and we’ll catch you on the flipside.

Dan Henry: Thank you, JLD.