Figuring Out the “Who Not How” When You’re Working With A Tight Budget

Adventures In Digital Marketing Episode 24

One of the biggest challenges when it comes to getting started is figuring out all the stuff you need to get done to launch. Russell Brunson talks about a concept he learned that he described as “find the ‘who’ not the ‘how'” when it comes to getting stuff done for your funnel. In this episode, I talk about what that concept actually means, and what I’ve done to use it in my business even on a tight budget. You don’t want to miss this one.

Finding the “who” and not (necessarily) the “how”


Hey, welcome back, everybody. This is The Adventures in Digital Marketing Podcast. I’m Rob Orr and here is where we are talking about all things digital marketing experience experiments. I am talking about the things that I’m working on and the things that I’m trying, the things that are working, the things that are not and documenting my progress as I make my way through my own digital marketing adventure.

I record this podcast in my car in the morning as I drive into the office. That’s why the audio sounds a little bit different than what you would normally hear in a highly produced podcast where somebody is behind a microphone on a desk. Eventually, we’ll get to the point where hopefully we’ve got some bumper music and maybe a cool intro and those kinds of things, but right now I am most concerned with just trying to connect with you guys that are listening and to talk about what’s going on and most importantly get my podcast done. Get it produced in outdoor and that was the thing.

Just as kind of a side note, I tried to do a podcast a few years ago and I actually have all the podcasting gear on my desk at home. I tried to do it several years ago, but there was just so much work that was involved in it. What we’re going to talk about a little bit more today is the “who” not the “how”, and “why”. The “how” is sometimes the only way you can do when you’re working with a limited budget.

That was me and I was working with limited budget and so it was me who had to do all the production work. It wasn’t easy to get started in recording. I was running out of topics and I had to do all the post-production work and really wasn’t a whole lot. I had been following along with friends of mine like Justin Lucas Savage and Cliff Ravenscraft who had just been really raw with the way they did their podcast.

They recorded everything live and that kind of stuff. It was great. It worked well for them. For me, there was a little bit more work involved and it just became too much. I didn’t want to spend all those hours working on one podcast episode and then and I was only doing it once a week then and here I am.

I’m doing it basically every day now. It’s much easier to capture it this way. It’s much easier for me to do it. This way where it’s easy for me to do on the way into the office in the morning. I’m capturing it and I’m getting my brain literally when it’s at its very best because I don’t know about you, but I have shifted from when I was in my teens and 20s from being a late night person to being an early morning person.

The early morning hours are just absolute gold to me and no phones are ringing. Nobody’s coming into my office. Nobody’s asking questions. There’s no messages coming through on Slack. It’s just the time where I get to do what I do and produce.

I get so much stuff done in those early morning hours. That’s what my brain is precious. That’s when I’m recording this podcast so that you are getting me when most of the time I was sick and sometimes my brain is not fully functioning before I’ve had my coffee, but today it is. That’s a good thing. I am hitting on all cylinders.

I want to talk a little bit about that though because one of the things that I’ve been thinking about for myself and my clients and my own work and for you guys that are trying to get started is a concept that I learned from Russell Brunson.

It’s kind of one of those universal laws that when you can hire somebody to do something that things will move faster in that way you can focus on other things. He calls it the “who” not the “how”.

Basically, it goes like this when you comes time to get production work done and that means like building out your funnel or building out your website or building out or designing a logo or designing out a lead magnet or designing some sort of PDF manual or something.

The rule that you want to kind of go by is you want to find someone who can do it for you and not necessarily expend all the effort and learn how to do it yourself. That makes sense, right?
Well, when you’re in a budget challenging situation that doesn’t always work. Russell makes the point that he doesn’t know anything about Facebook ads, but yet they spend thousands and thousands of dollars on Facebook ads because he has somebody who does it for them.

Somebody that does the targeting, somebody that does the ad copy. Somebody that creates the graphics. It may be all the same people or same person or team of people that does that, but that way he gives that responsibility to someone else who can handle that for him.

That way he focuses on working in his area of genius. Then, that way he doesn’t have to figure out how to do it. Now, that’s always the example that he does, or he uses. Another example I got from somebody else and I can’t remember who it was, but if several years ago there was a story about a mastermind meeting where all of the people in the mastermind were sitting around the table and one guy was on the hot seat and he was talking about how he had been spending all this time.

Working on his website and how proud of it he was. Though it wasn’t exactly what he wanted. It wasn’t exactly maybe a pro level job. He was the one who had spent all of his time working on it.

He invested hours and really days and probably the better part of a couple of weeks in building out this website. One of the people in his mastermind turns to him and asks him, “Well, how much do you charge per hour for your consulting services?” It was some big number.

Something because the guy was obviously an expert in his area and he had done really well. So he commanded a high fee for his hours. Then the question was asked, “How much would you pay a mediocre web designer to build your website for you?”

The guy was kind of stumped a little bit. He said, “Well, I wouldn’t pay a mediocre web designer to build my website at all” or something along those lines he said. He goes, “Well, by you spending all your time and effort building out and designing your own website, that’s exactly what you’re doing.” You’re paying a premium to somebody to build you a mediocre website when you could hire a pro for that same amount of money and have it done professionally and have a really good job done.

The guy was really floored by it. It was a perfect example of finding somebody who can do for you. Instead of you having to figure out how to do it yourself, but a lot of us when we’re first getting started, there’s really not much choice that we have unless you’re sitting on just a bankroll of money.

The digital marketing game can be expensive because there are some baseline tools that you need to invest in to be able to get involved and do it and get online. Most of us find ourselves in this situation where we have to figure out how to do it ourselves.

Like in my instance, I’ve talked about my WordPress blueprint book which I rolled out yesterday and I’m working on trying to market and build traffic and do all that stuff for we’ll talk more about how that’s going on another episode. The thing for me is at this point, I don’t know what I don’t know.

Right now I’ve got to figure out just some very basics about the how so I know how to make progress. Yeah, it takes me a little bit more time. Yes, it’s definitely taking more energy on my part where I could be doing other things, but there’s just some baseline understanding that I have to have because I’m the only one who is responsible for doing it.

Now, I have a couple of guys on my team which is awesome. They’re both developers. I’ve got two guys that helped me in my business with our web development work. They are excellent at what they do.
Marketing is not that skill set. They are programmers. They are designers and they are totally in that realm so if I asked them to do marketing then it wouldn’t go over real well. That’s not their area of expertise.

Right now, though I’ve been working and I don’t always do the how. I don’t always figure out like when I did when I wanted to do the ultimate WordPress blueprint book I knew that there was no way that I could justify the time and the effort needed to learn Adobe InDesign at that level and get all of that stuff put together because I have almost 400 pages of content.

I’ve got on virtually every one of those pages are screenshots. And so I needed somebody to help me to put all that together. I went on to Upwork and found a really good transcriptionist. She did an amazing job with the transcript of my course.

Then I worked with one of the guys on my team to capture screenshots for all of the various different things that we needed to grab screenshots for. Then I worked with another person through Upwork who turned out to be a very solid designer who put it all together in Adobe InDesign for me.

I was the one who designed the cover. I was the one who gave him the guidance on the layout and all that sort of stuff. There’s a little bit of both there for me in that particular instance, but when it comes to like my Facebook ads I’ve got a friend whose name is Greg and he helps me with my Facebook ads.

Just from an overview and review perspective I’m the one who writes all the ad copy. I’m the one who creates the image. I’m the one who creates the campaigns and the ad sets and the ads.
Actually, I think I’ve kind of gotten good at it because my ads do pretty well. I was one of those instances where I had to invest the time and Spencer Mecham talked about on one of his videos when it comes to affiliate marketing you can do it one of two ways.

You can invest the money to spend the money to accelerate the process and maybe get a little bit of a head start or you can invest the time. That’s really what all this stuff boils down to. That’s what I wanted to kind of just talk to you about today is when you’re feeling stuck, I would take a look at the things that you’re working on and see, is there somebody who can help you to make that next step?

Is there somebody who can help you for instance build and launch your website as a perfect example. That’s what the whole purpose behind the ultimate WordPress blueprint book is, you can get a copy of this book for free.

All you got to do is go to and you can download a copy of the book completely for free. That should help you accelerate the progress of getting started with your self-hosted WordPress website.

Then or maybe it’s something that you need to create it as far as graphics go. There are lots of graphic designers out there who are reasonably priced.

Maybe you’ve got a friend who’s a good designer that could help you with some pointers and get you pointed in the right direction. Maybe it’s copy. Maybe you need some copywriting help. I know I do I use I use, what is it called? I’m completely drawn a blank right now, but FunnelScripts is what it’s called.
FunnelScripts is a tool that is offered from Jim Edwards. It’s a fantastic tool to help you get started. The reason I started using FunnelScripts was because I was trying to get ad copy created for my funnel.

Then I also used it to revise the copy of my funnel and then I use it to help craft emails. It gives you all these templates to kind of get the ball rolling. That’s what it’s really all about is getting the ball rolling with these things so that you can gain momentum because the biggest thing that kills entrepreneurs is just getting stuck.

Getting stuck on something, whether it’s writing or designing or technology. It just you run into a wall and you can’t get anything done. I don’t want that to be the case for you. I certainly don’t want it to be the case for me.

I know I fought through many a brick wall in my time, but when you’re just getting started it’s something where you really have to be determined to spend the time and effort to push through because this digital marketing game is not easy.

It seems to come across because people talk about digital marketing and people talk about doing business online. We hear a lot about the rewards and the freedom and the money that can be a part of that. It really, you don’t always hear about how much of a challenge the work can be even just from a creative perspective.

It’s incredibly challenging from a creative perspective just the mental energy that you have to invest in doing business online. Because it’s really all about creativity and about your unique offers and skills and abilities.
Anyway, find tools, find resources, find friends and find people that you can lean on that will help you when it comes to getting your online business started. I hope that helps. I know it’s something that I’ve struggled with a lot and will struggle with again.

It’s just part of doing business these days is you’re going to have to find creative solutions to problems. It’s really more of a work smarter not harder kind of thing. That’s all I’ve got for today. I hope that helps.

I would love for you to subscribe to the podcast. You can find me on iTunes and Spotify and other places that host podcasts were and just about all of those places now. I would really love to get a thumbs up or a rating from you on this and I would love for you to subscribe.

Anyway, that’s all I’ve got for today. You guys take care and we’ll talk soon.

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