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1. BigValueBigBusiness.com
Keith Kranc
DominateWebMedia.com
Transcript
James: All right, awesome. Listen, I want to dive right in and really get to know
you, and hear a little bit about your journey, and what brought you here to where
you are today. Also really, I would love to discover just how you were able to
bring your value and your expertise to the masses, and how you made us so drop
dead easy for folks like Perry Marshal say, hey, I want to do business with this guy.
So, yeah, tell us a little bit. Give us a little history and a little back story about
Keith and what brought you to where you are today. What's going on?
Keith: Sure, you know it's funny what it comes to, what I have noticed over the
past couple of years, working with people like that and some other big names too
that I worked with is it's all about positioning number one and being a people
person. Being, meeting the right people, and having people like you. And I'm just
starting to really realize that's really is an important thing. So if you can provide
value, you have to have the number one spot. But then, being able to make that
next step to connect with somebody, maybe it's in person at an event.
We can get into that more later. But you know, back in the day when I first
started, and I was meeting people at Chamber of Commerce meetings in getting
my confidence by picking up a client from Chamber of Commerce. And so, it's
pretty interesting but before, like you said, my background originally was to
become an airline pilot. I've got about 4500 hours and I flew for Horizon Air that
was part of Alaska Air. And I loved them and I love flying and the whole, just being
able to fly an airplane as a career and I did aerobatic, acrobatic flying in college
and taught that a little bit. That was pretty fun
James: It's cool.
Keith: But you know, it got frustrating because sitting there up in the cockpit, next
to a captain or other flight attendant on a bus going to hotel or back, and just

2. people complaining about management, complaining about their contract, and
nobody is ever happy. It seems like and it's just, it's frustrating. I actually took a
job for six months with a company that ended up becoming my client because I
ended just going into the office and telling her I couldn't afford the CEO, couldn't
afford to work there anymore. And ended up hiring me as a consultant, not just as
a consultant but really to manage some stuff for them, and ended up getting
almost the same amount as paycheck, for them as a client as I was making their
work in 40 hours a week, and so that was pretty cool.
James: Fantastic, that's awesome
Keith: But the reason that I bring that up is those six months, it was brutal. I mean
it was, I wasn't working 40 hours a week. I was really leaving an hour before,
actually about 45 minutes before and getting home 45 minutes after that. And
we've got a 3-year boy at home that you can't, you're used to seeing him a lot
more, it wasn't fun. And so I just, I couldn't handle it anymore. And so you work a
lot harder.
And so I would literally work an hour or hour and a half before I go to work. I get
up at 4:30 a.m. and then I work like 20 minutes during lunch or I take like a 10minute nap at lunch, and then I get home at night. If I didn't have my son, if I did
depending on that, I would put in more work on my site "internet business" until I
finally got to the point where I told them I could leave. But before that, if you
back up a little bit, I was flying and I got frustrated a little bit with the overall
demeanor of people, of working there and working for that kind of corporate
environment. And like I said, just complaining about stuff and my entrepreneurial
spirit really finally just took over, and I ended up getting into the real state world
back in like 2002 to 2003, kind of before the big boom and ended doing pretty
well and that actually kind of doubling my money and did some stuff with my
brother.
We bought a condo and rented it out and sold it couple years later, for double the
money. I ended taking that and actually leveraging that into some local
businesses, with some really, really high end tanning salons, part of a new
franchise and also some smoothie shops and nutritional shops. So I ended up
having multiple businesses. It's pretty interesting that I realize now that how
much that has affected what I do now at the Facebook ads' training. And why I

3. appreciate Facebook ads so much because of what the stuff that we would do as
a real business when it comes to, whether its $10,000 billboard or doing a COOP
with other owners or radio ad or TV ad or direct mail campaign, and it was
expensive. The stuff we can do now just blows my mind.
So I ended having some great businesses but I went through a brutal phase. In
2008, 2009, where I went through a cash flow crisis where basically I had a
profitable, really profitable business as an annual basis but because of situations
with the business model changing, banks drying up, fear, all those stuff. It wasn't
really the economy but it was the economy that causes me not being able to go,
get more money when I needed it. I was losing about $50,000 a month, and with
a profitable business because where in busy season and we weren't getting the
money upfront. It's a long story I don't want to go into it now. But into the
smoothie shops, they really weren't money makers.
They took from my more profitable businesses so that was brutal. But it sucked,
really did suck. But it was such an amazing lesson that I got to learn, and while I
owned these businesses, I was really starting to dig into the internet side. And I
was so just infatuated by the ability to reach anybody in the world. It was
awesome. So I started doing everything I could, learning everything I could,
buying, coaching courses, flying to San Diego to learn from great people, to LA to
learn from awesome people, and that was what really what really did it for me.
I finally, I just kind of made transition about five years ago into full time, and like I
said, I actually work for a company doing internet marketing, E-commerce stuff
for about six months and until, I told them I couldn't afford to work there
anymore. I really did tell her that. That's exactly how the wording went. But now, I
ended up transitioning into the Facebook ads' world because I got fell in love with
the ability to be able to target people based on so many factors and get your
business in front of somebody and grow it. So kind of a long story short
James: No, I love it man. I love it. I love that’s everyone's dreams like look; I just
can't afford to work here anymore. It's as simple as that. And they turned around
and hired you as consultant and so it was a win-win. That's freaking awesome.
Your big breakthrough as far as now, you've been online about five years and
harking back to Perry Marshall and I remember listening to a series, a Facebook
series.

4. It's like a long, seems like three segments, about one hour segments of, I mean
just over the top free content. And of course there was plenty of opportunity to
buy the premium content but this was the kind of value that I'm talking about. I
mean a person can literally. They could have walked away with just that free
content and been light years ahead of anyone else. I mean you rolled that, all the
new targeting that Facebook was doing at the time. And it keeps increasing.
Its about the big money grab with them going public but what goes into that, I
know you were working with Perry a little bit and this is like, I'm sorry, I don't
mean this to be the Perry Marshall show but that's where I really got to know you.
Keith: Sure, that's okay.
James: But what goes into that, I am thinking you want to call it a Freemium
model. It was just so much content. I mean where's breakeven point, I mean I
know you're working, helping him with his book, and that was really successful.
But can you tell me a little bit about the mindset there because that's what I'm
trying to get across with value, giving more value.
Keith: So It's funny because me and Perry are doing another program together
and at the end to beginning of February. And that relationship, it first started with
me running ads while me helping his director of marketing, Jack Born. He reached
out to me because he wanted somebody Perry is in the Mastermind with, was
one of my clients and they told Perry that I had, actually It was before that I think.
It was Jack had reached out to me because the same guy had said something
about me helping him with his business, and then I started helping Jack over the
phone with some of his stuff and some Perry giving him some tips and ideas. We
talked about maybe me helping him manage some ad campaign so then what I
ended up doing. Then Perry actually heard somebody else and said something,
the same guy I think. The Mastermind was one of my clients that, by the way
made of one of his events.
James: Cool
Keith: Big, big, big, big, that one event, me meeting, going to one event really has
;light sped up my entire path over the past two years, one event, but there's also

5. more things that go into this. It’s pretty amazing on what can happen with like the
meeting the one person, and you do good job for them, and they can connect all
these to the people. But if I hadn't actually published, self-published my own book
prior to that, I never would have landed that client that I have met on that event
because that made me stand out from anybody else. So it's like, you do the little
things. I wrote that book knowing originally, this is like a two-and-a-half year old
book that I wrote and I don't promote anymore because it is outdated already,
because of Facebook ads so they change. But I wrote that originally as a
positioning tool and resource and I think that goes along pretty good, well, sounds
like the theme of your Podcast and brand, create value, build your brand, build
your authority and then good things will come.
James: Exactly, exactly.
Keith: And that's how it works. So basically, I started running ads for him at first
knowing it would pay off. I mean I didn't even get paid for because Perry is very
80-20, hire good people. Let them manage things, right? So I didn't even know
Perry at that time. I started running campaigns and he knew. Jack told him, he
Okayed it, basically, Jack, he vouched for me. Then the numbers started coming
in, and Perry was blown away.
James: That's cool.
Keith: So then, the next thing led to another. Now, even the relationship I did
with Perry, even the program that we did together, that's not our normal like a
joint venture partner thing, that's not our normal like 50-50 or I don't even make
that much money off it. But the money that has already made me on to side stuff,
high end, coaching my programs, it's priceless, absolutely. And so another great
example of this is, I believe is John Carlton, one of the best copywriters alive
today. He talks about when he was young just getting to the business. You know
what? It's not actually John Carlton.
Yeah, maybe it is. It's John Carlton, I believe. He went and he interned, basically,
worked for free for, what's his name? He's one of the most famous marketers
today and copywriters. I can't remember the name. I don't want to drag on but
there's a famous, very famous. I might think at the end of it and he went and

6. basically begged him to let him work for him for free and that made his whole
career.
He didn't make any money working for him but because he got that internship,
and then the connections he made through that relationship, not only would he
learn but also the connections that the people he was able to meet after that. It
was basically a life changing situation. So yeah, I absolutely believe in interning
with somebody that already is at that level or heading that way.
James: So safe to say, getting a mentor or positioning yourself and offering your
services free of charge were for taking a relatively smaller cut than you would just
for the experience, exposure and the privilege of working with people that have
already made it
Keith: Yeah, exactly.
James: Yeah, I love that
Keith: And back to your question about the Freemium, the best marketers, they
give away a lot. They give away so much for free that really people, the very
astute people can learn a lot. They may not learn the very, very most advanced
tactics but you can get a ton and you can learn a ton from that free content. It's
just all about building trust, so.
James: Absolutely, and now, I look at Pat Flynn, I mean what he's done and the
guy has just given so much away to the point where, and this is like, I would like
the bounce the concept of you and people like you. I mean he gets pushback from
die hard fans or I want to say takers, what do you mean you're charging for this
stuff? I mean you usually give stuff away. So he had a real hard time of being able
to charge for like a membership or some closely guarded or personally guided
programs and where is that line? How far do you give? How much do you give
before you have to start charging? Your kids got to eat.
Keith: Yeah, exactly, I've gone through the same situation and I've gone through
phases, basically. And one thing I'd recommend people out there is just don't over
think it, first of all no matter what you do just keep on going. So like the story I
told you about, me going into my boss and telling her I couldn't afford to work

7. there anymore. Yeah, but that wasn't because I got lucky, that was because I
literally reading the 4-hour body and figuring out that I could actually sleep 4 1/2
hours at night, and have two 20 minute naps throughout the day and still be
rested. So I was adding 3 hours to my day, and I would get that working. But the
point is, like I said, I mean I had to work my butt off, yes, in order to walk in the
door and quit.
I worked my butt off every single extra hour I had, and was able to do that but at
the same time when it comes to it's deciding when to sell or not to sell. I go
through phases where sometimes, I am selling too much, and I am really just
pushing selling, pushing my sales funnel because I feel like I have to make more
money or whatever it is. And I go through phases when I'm creating more
content, creating more content. And right now, I'm in that content creating mode
where I want to be, going into really consistent back to what I was doing. Now, I
feel like I've been slipping because I've been so busy trying to take care of my
clients. And that's an interesting thing there too.
For a lot of those folks that are trying to build an online business, don't be afraid
to go out and get clients for me that's what saved me. Me, was having clients that
I can manage campaigns for that paid consistent amount of money so I wasn't
depending on info products. Clients consulting, that is, it can be the biggest thing
safety net that gives you the ability to be really creating value, and building your
brand for the long-term but not having to be depending on making money to
survive, so.
James: Absolutely, that's creative advice no-eggs-in-one-basket kind of thing.
Keith: Yup, yeah.
James: Yeah, no, totally and a lot of guys like yourself, myself included, I've got
clients, full time and part-time, all over the place, multiple streams of income you
need to have it. And I think you might agree that it allows you to the luxury of
being in content mode now and being able to pull back and create something and
not feeling like you're having to prime the sales funnel or keep the sales funnel
full.
Keith: Right.

8. James: Cool, cool. Just, and on that subject, how about a mindset, do you have
any? Because it's either sales, its content, its clients, are there are any particular
like mind hacks if you would, or Tim Ferris-type of acts for productivity, and
accountability, that keeps you consistent and that keeps you moving in the right
direction.
Keith: I don't really have any super ninja like magical tricks. Two kind of things is
honestly the more you follow people and if you get coaching and if you're… info
products, yeah, they can be overwhelming but at the same time they give you
belief. And when you're working with people that are successful and you're seeing
people all the time, you have no doubt. And so for me, when I don't know if I had
a dollar for every time either my mom or my dad or somebody else specially my
parents would say, hey, you need to go back, you need to get a regular job,
maybe you should go back flying, Blah blah blah, you don't understand how many
times but I just knew. I knew. I just knew it was only a couple of months away.
And then sometimes it will take longer, things that were prepping and I was
prepping the pump for or whatever harvesting it just takes longer sometimes. And
so, but first of all, so knowing that and then meditate and every single day if you
can meditate and tell yourself, specifics, meditation is massively huge. I don't
know if you folks out there believe in the law of attraction but I never even really
realized the power of it, and the power of intention until I really I spent three days
at Jack Canfield's house, the author of All the Chicken Soup for the Soul series.
James: Sweet, sweet, yeah.
Keith: And I was at the Mastermind and it was, I mean just awakened by the
power of intention and Wayne Dyer all talks about that a lot. So do that, a lot of
the things will come. And the other things is just what I do is I basically just kind of
write a new list like every morning or the night before of stuff that the most
important things that I really need to get done, and then I turn my phone off right
or I keep it at silent at least. I keep it silent and away from me and so I keep that
morning time to be my work time. So a great tip one time was it was from, damn,
what's he's name? He is the CEO of Early to Rise and he's also in the fitness niche
but my mind is blanking right now but great tip, and he calls it find your magic
time, okay.

9. James: Yes.
Keith: The time of the day, maybe it's two hours or three hours in the morning,
maybe you're a night owl, maybe it's in afternoon. For me, it's early morning. So
it's like 6 a.m. till like 9 a.m. And use that for your most important task that you
need to get done or tasks whether it's creating content or whatever. Don't use
that time to be following up with emails and stuff like that and keep all your
distractions out, so those are few tips.
James: Beautiful, beautiful and I am so with you on that morning stuff. I think as I
get older, I try and get up earlier and earlier and yeah, I'm most productive.
Keith: Yeah, Craig Ballantyn, that was from Craig Ballantyn actually.
James: Craig Ballantyn.
Keith: Yup.
James: I'm all about, I follow Wayne Dyer for years and years and years, and I'm
all about the law of attraction. I mean you got too keep everything perspective
because nothing replaces hard work and creating your own opportunities but
man, you just got to think, have a forward thinking, think in the right direction.
Yes, totally, totally down with that.
Just kind of to wrap things up. If you have close family member that was
struggling to build an online business, what advice would you give them niche,
choice or even if they had a website, just struggling to get traffic, what would be,
somebody really close to you, what would be the number one focus you would
have them jump on to move the needle?
Keith: Okay, what I would do is first of all, I would be very, try to get them to be
very honest with themselves. And so if you have a potential product and you're
trying to build the brand around that or online business, first of all, we need to
know if you have something that you could sell. So, really decide, is this
something that you can sell? Is there something that you can sell down the road?
How are you going to monetize this?

10. Just because it's a passion doesn't necessarily mean it might be a profitable
business down the road. So figure it out, whether it's going to be you know thru
sponsorships, whether it's going to be thru coaching, whether it's going to be thru
selling physical products, can you sell this offline? Are you already selling this
offline? Can you meet somebody at an event and sign them up as a client or can
you sell this to somebody?
That's a big deal for me because an example, if I take a Facebook ads' client on,
I've had clients before where they had an idea and they had something that
thought it would be great but they ended up not being. It made my job so difficult
because they were coming to me for ideas on like what to sell and what to point
and everything like that. I love a client where I can, that I know they have an
actual product that provides value. And so what we can do now is now what I say
is create content, amplify that content with Facebook, Facebook ads' okay. Take
that content that you created. Use the targeting capabilities of Facebook ads and
get that in front of your exact ideal target audience, whether it's somebody that
likes. Gwynne Dyer, maybe you’re into the Secret whether somebody likes tennis
or whether maybe you're targeting somebody that has a high income, you can
target people now based on their net worth, based on the food that they buy at
the grocery store, organic foods or the car that they drive, those types of things.
But figure out, do you have that product and then you have to really the more
you can become an authority in your market.
And so the more you find out that the searching and optimization game is going
away, the more that you realize you really do after you create value and create
content. But you can speed things up, you can speed things up with Facebook by
using Facebook ads to get that content out in front of your ideal audience and
then having the systems like a good lead magnet and retargeting in place to
capture that visitor, every single visitor that you bring there. And so it's an
interesting strategy. I talk, there's a recent article that I was interviewed on, Crazy
Egg blog. That I talked about the strategy of creating, promoting your content
with the systems in place to move that visitor back into your automated sales
funnel.
James: Yes.

11. Keith: And so, yeah. So the two major tips are first of all make sure you've
something you can sell, you can monetize. Second, create content and become an
authority in your space.
James: Sweet, sweet and along with all that big value, big business.
Keith: Exactly.
James: Now I love it, you talked on value several times. That's perfect. I
appreciate it. Can you tell us, just give us some parting shots, current projects
you're working on, anything you want our guys to know about? What's coming
down the pike for Keith Kranc.
Keith: I'm pretty excited. I just signed a book deal with the Entrepreneur
Magazine, Entrepreneur Press so…
James: Congratulations!
Keith: Yeah, so it's actually co-authored with Perry Marshall. And so we got to
have, well we just got the deadline push backed. So we're pretty stoked, we don’t
have to have the actual manuscript done now until May, it sounds like, which will
become out on the fall, probably October. But I'm also working on some pretty
cool things on the Facebook side. I'll be, if you know, I've got all the free resources
though. I'm just finishing that by the time this goes live, it should be live at my
Facebook checklist which I just re-did.
I'm just about done but then it's not published yet but as we speak. But it's
basically a Facebook checklist and it's a step by step guide on how you can use
Facebook to grow your business, so how you can implement to really start
generating leads and sales with Facebook ads, and in your blog all kind of
combined in one. So really, if you can get that for free at
dominatewebmedia.com, you'll see it there somewhere. And then you can find
out, I've got programs on there and stuff like that too if you want to get into my
membership and where I do monthly calls, groups calls and lots of training back
there too so.
James: So everything we can find everything at DominateWebMedia.com?

12. Keith: Yeah, just go there, get the free stuff and if you like that, then you can
check out some of paid trainings, and I've got monthly membership and I've got a
ton of content, 40 plus hours of training videos in there so.
James: Beautiful, beautiful. And anything else you would want to leave us with?
Any other contact or…
Keith: No. You know one thing is just, you got to do the work, just like, kind of like
Gary Vaynerchuk. It's another great book. You know, Jab, Jab, Jab, Right Hook. I'm
really kind of laying a lot of my message around that these days and it depends on
where you're at. But you know, jab, jab, jab, is value, value, value, right hook is
sell but just figure out. If you have to read a book like The Four Hour Body and
learn how to get more an hours out of the day, do it, because you know, just get a
couple of extra hours for your more productive, and you can just keep pushing
ahead. But at the same time, it is nice to see people doing it if you're just starting
knowing that you can do it. It just sometimes can be one big moment that kind of
speeds things up so.
James: Yeah, that's awesome. That's awesome. All right, we'll wrap it up there.
Keith, we really appreciate your time today and everybody knows that, how they
can get in touch with you, and I will have some show notes on the blog. Good luck
with everything. I'm so excited for you.
Keith: Yeah, it's great, pretty cool stuff so.
James: That's great. Listen you have yourself a great holiday.
Keith: All right, thanks again. Have a good Christmas. Bye.
James: You too, thank you. Bye.