Marketing, leads & sales baby 😎

Chris Kiefer (00:01.06)

Welcome back to another episode of the Pursuit of Purpose. My name is Chris Kiefer and I am here with Lucas Jensen, who is the founder of Forward Media Marketing. First of all, Lucas, thank you so much for taking the time to come on and chat. This is my favorite part of my week to connect with other people that are doing stuff in the contracting and painting world. So yeah, thanks for coming on.

Lucas Jensen (00:16.942)

Thanks for watching!

Lucas Jensen (00:22.006)

Yeah, dude, thanks for having me, man. I'm excited to be here.

Chris Kiefer (00:25.288)

So forward media marketing, tell me about that. What is the, I see that you guys are painting focused. So yeah, tell me a little bit about what you guys do.

Lucas Jensen (00:36.234)

Yeah, so we offer two main services, Facebook ads and Google ads, and we do that specifically just for painting contractors. So right now we're partnered up with over 70 painting contractors, about 15% of those are in Canada, 85% on the States. So yeah, we're kind of like a niche in a niche.

Chris Kiefer (00:54.469)

Love that.

because you were asking before and I said, well, I'll just tell you the funny thing. I don't know if you've ever thought this, uh, but when you tell people like, oh, we do Facebook and Google ads just for painting, uh, or whatever you are just for painting, you know, we do automation consulting and implementation just for painting companies. And I didn't plan to be here. Like I would never have anticipated that this was a thing. And I even thought when, well, my quick backstory and I'd be curious to know what yours is. Um,

I got an engineering degree. I tried out engineering in the real world for six months, hated it, started a production company at the age of 23. And it was basically, Chris bought a drone and liked technology, so he thought I could sell photos of aerial photos, for real estate or whatever. Hired some more talented video people. That evolved into a marketing company called Sky Studios that we ran for six years.

But then I wasn't making any money because we had no focus. We were doing small business marketing for anybody that wanted to, needed a website or anything. It was like, hey, you guys made a video for us, could you make a website? And we were like, yeah, we could probably do that. And then we'd do that and we got good at it. And then they're like, hey, could you do Google ads for us? We're like, yeah, we could probably do that. And you know, learn just like, I say it was the stereotypical millennial marketing company, but because we didn't have focus.

Lucas Jensen (02:06.127)

Yeah

Chris Kiefer (02:17.972)

super hard to scale. Everything was different. We were reinventing the wheel every single time. There was no processes. It was, it was so painful that I then was like, I can't take working for 20 companies at a time. I want to work for one company and do marketing for one company. So I found my way to a marketing director role at web foot painting on the, uh, in Oregon. And I was a marketing director for web foot for three years. And in the process of being at web foot, I was just like,

I couldn't stop thinking about like inefficiencies that didn't really affect marketing, but they also did like I needed better reports and analytics and I couldn't do that because our productions tools and our lead tools were like all disconnected. So I op automated a bunch of things they're using like Zapier and make, and then other painting contractors were like, Hey, you know, you did this great stuff for web foot. Could you, and this was part of like a mastermind group of painters that we were, we were sharing marketing ideas and we'd talk about how

hey, when a web form comes in, we now automatically send a text back to the person. Or hey, when a missed call happens, we alert someone in the office and then we also send a text that's like, hey, Lucas, so sorry we missed your call, was on another call, I'll call you back in five minutes or whatever. So like little things like that. And then it was like automating other things and eliminating data entry anywhere that we could. And so I was just telling people how we did it because I was an engineer and I'm like, yeah, it's not hard, like just do this and plug this thing in here. They're all no code tools.

And people kept coming back and saying like, this is like where we tried. It's not working. Like this is there's bugs. And it was over time. I was like, maybe I could do this as like a full-time job and just do automation and not do the marketing stuff or not even work for web foot. And it ended up evolving into that was 18 months ago that I left that job. I found my replacement, helped them train. And then now I do automation consulting specifically for painters. And I, that's where I was saying.

I thought it wasn't going to last long. And it's like, there's more and more and deeper and deeper into everything. And now we've got developers that do custom integrations with certain APIs that don't have Zapier make or sometimes a Zapier and make isn't sufficient enough. And we want to do something more creative. So we're integrating with Google's Maps API or any number of things.

Chris Kiefer (04:36.4)

but it's super exciting because I get to be an engineer and nerd out and I'm blown away every day by the value of being in a niche like painting. So that's my story. Tell me about Lucas Jensen and how you got to where you are today.

Lucas Jensen (04:45.175)

Mm-hmm.

Lucas Jensen (04:50.655)

Yeah, yeah, dude, I love that though. I mean, I think I was in the same route of just like, oh, go into painting. Well, I'll kind of go back about like how we started, but I was in the same mindset of like, oh, go into painting. And then like, we'll expand down the line into other services. But I'm like, wow, painting is a massive industry. It's like, I never really fully recognize it. But I think it's like 270,000 painting contractors in the States. I think that's like the actual data.

Chris Kiefer (05:15.537)

Mmm.

Lucas Jensen (05:18.186)

And I'm like, it's like, man, it's, it's a crazy, massive industry. Um, but it's so small still. I feel like, I feel like everybody in that industry knows each other like one way or another, you know what I mean? Um, yeah, yeah. So I love that dude. But, uh, how I started was I started, uh, my marketing agency during the heart of COVID. So I live in Montreal, Quebec, and I had, uh, I used to have like a big passion for fitness. I still do, but it's not like as much like

Chris Kiefer (05:29.293)

100 percent.

Lucas Jensen (05:45.718)

that like the gym was like my main personality like four years ago. You know what I mean? So, um, I went basically, I started the agency during COVID cause I had all this downtime, um, university transitioned online. I was, you know, out of a job purely because I used to work internationally. Um, we used to do like international air shows and like Singapore, Dubai, Switzerland, all that stuff, but because of COVID travel restrictions hit everything. Right. So, um, no job schools online.

What can I do but pursue what I'm studying, which was marketing. So, um, I started, I started my agency, September, 2020. And my actual name was Ford fitness marketing. Cause I want to go after, after gyms. Cause gyms just opened up and I'm like, wow, dude, gyms are, you know, they're just opening up, they need to get the clientele back, boom, you know, pain and solution right there. So we began targeting gyms, uh, and then in Canada, like a month, not even a month after, um,

We had COVID lockdown 2.0, so all gyms, boom, shut down. I'm out of a job again. What's going on here? So, um, then I transitioned to broad, like kind of how, like you were saying, like millennials wanting to go do this, do that, whatever. I was in the same situation. It just so happened that my first ever client that I landed was a painting company. And that was, uh, January 21st, 2021. So, um, he was running a franchise.

Chris Kiefer (07:10.172)

Hmm.

Lucas Jensen (07:14.318)

Two weeks after we signed him, he referred us to his business partner, who's also in the same franchise. So we signed two painters in the first month or so of 2021. And then the first four months of us working with them, we brought them over $200,000 collectively off of $2,500 in ad spend on Facebook. Yeah. So that's when I was like, wow, this is like a crazy opportunity. And then they were in a franchise. So it started lifting the eyebrows of...

Chris Kiefer (07:34.256)

That's pretty good ROI.

Lucas Jensen (07:42.754)

you know, the VP of the company and stuff like that. And then they began kind of promoting us internally. So about six months after that, in like January, 2022, we then moved to 30. We had like 30 of those franchises, all painters, smacked it out of the park again. And then we've just evolved now to outside of that franchise, you know, painting contractors in general and yeah.

70 active clients ranging from $250,000 in revenue all the way up to 7.8 million. So, it's, yeah.

Chris Kiefer (08:15.528)

I love that, yeah, and I feel like the efficiency that you gain in the creative, the content, the wording, the stuff that you figure out like, oh, this doesn't work well, or in this time of the year we start doing this. Like most, I mean, maybe down south, you might have a couple that aren't seasonal, but painting is such a seasonal struggle for like.

we need leads and then all of a sudden we have so many leads it's summertime, we can't shut off all marketing, shut off all marketing and then all of a sudden we're sold out for the year for exteriors and then it's September and we're like, turn everything on, we need interior work now, we need more, more. It's like, that's a pain that I lived at Webfoot and especially as you get larger and you have W2 workers, it's like, how are we gonna keep these guys busy? So for me, it's always.

The goal was what's the least amount we can shrink in the winter so that we have more trained staff that can launch into the busy season of exteriors. But if we shrunk too much, like if you drop to 30 or 40 painters, you can't double that to 60 in the, in like a two month ramp up to do all your exteriors. So I was like, can we only shrink to 45 or 50?

and then have that low, the valley be less so that we could take advantage of the summer more, if that makes sense. That's how it was for us. Is that, does that resonate with you in the, in your, in marketing for painters? Is there still that flux and then like increase and decrease in ad spend and different project types that they want?

Lucas Jensen (09:49.47)

Yeah, yeah, 100%. Like we have clients that signed with us like December, you know, and they signed with us when they're not that like, you know, the Valley, right? They're not on the mountain, they're in the Valley, right? So they're like, oh, like we need leads tomorrow, you know, we need leads yesterday, right? Like it's very... Yeah. Exactly, exactly. You know, and we're seeing that right now of like companies that signed with us, like as, you know, even as late as September,

Chris Kiefer (09:59.62)

Yeah. Yes.

Chris Kiefer (10:06.212)

And I go, it would have been nice if you would have called us in June when we asked you to work with us, you know, whatever. Yeah.

Lucas Jensen (10:19.454)

One of our clients just smashed like the highest revenue they've ever done in any month in January, where January is like already like relatively slow, but they just hit the highest revenue they've ever had because they had proper preparation of like, now they're like eight weeks booked out. They're not going through that like, Oh, I need jobs for my cruise tomorrow, tomorrow. Cause they're, you know, they're, they're showing up to estimates and not, they're not selling out of like, you know, a scarcity mindset of like, I need this for my team.

Chris Kiefer (10:26.92)

Hmm.

Lucas Jensen (10:46.87)

You know, they're selling it out of like an abundance mindset and that kind of makes all the difference.

Chris Kiefer (10:47.451)

Yeah.

Chris Kiefer (10:50.92)

Oh, for sure. What would you say is the, what's the thing that you feel painting contractors misunderstand or you're constantly having to re-educate or maybe not re-educate, just educate them on when it comes to marketing?

Lucas Jensen (11:08.458)

Mmm, good question. Good question. A lot of the companies that we work with have experience with Facebook ads but we also have like a vast majority that like They've never experienced Facebook ads and they're coming from you know, a company that was built mainly on word-of-mouth and referrals right, so they expect the quality of that lead just to be very congruent with word-of-mouth, which is like essentially if you get a word-of-mouth referral, it's like You're closing at like 90% right

Whereas Facebook, it's like, these are all brand new customers to you. Like you would not have acquired unless otherwise going down that. So yes, your conversion rates are going to be lower, but this is opening up like a brand new clientele for you. If you haven't already done it. Um, and then that could lead to like the word of mouth and stuff on the back end. And even though like we launch ads today, if you don't get a job book tomorrow, it doesn't mean they're not going to book two months down the line.

You know, like I understand that they're chasing that instant return on investment and we want to maximize that. Like when we have clients that book, you know, 10 K in the first weekend, we're like, awesome, right. But it doesn't always happen like that. It's like you're planting a seed and just like through like long-term nurture sequences through automations, for example, um, that client that you got or sorry, that lead that you got, you know, in month one can end up converting in month four, you know? So it's, it's more like a reset of expectations. I would say.

Chris Kiefer (12:28.168)

Hmm. Yup.

Chris Kiefer (12:33.452)

Yeah, the other thing I'm curious about is, there's a lot of people that do Facebook and Google Ads out there. And by the way, she said your two primary services are those, what other things do you do? And so I'm assuming that means you're frequently working with someone who has their website done by somebody else and maybe, I don't know, what other marketing services are outsourced to others.

But it sounds like you're oftentimes working in tandem with a marketing company that's doing other stuff, not the paid ads, is that correct?

Lucas Jensen (13:06.538)

Yeah, yeah, so our starter package is just like Facebook ads and you don't need a website to run Facebook ads. So that's kind of like our barrier of entry for new clients is like, let's just get going on the Facebook side and then down the line, if you do get a website or if you already have a website, then we can look into leaning into Google ads because Google ads are a lot more expensive than Facebook.

Chris Kiefer (13:26.584)

Yeah. So then have you, or with talking and you see clients that come to you that had Google Ads managed by somebody else or they were doing Facebook Ads internally or whatever it is, what's the biggest mistake? Like why are people not successful or why are other agencies not successful with Google and Facebook Ads and you guys are?

Lucas Jensen (13:47.614)

Yeah, good question. With Facebook ads, I would say they go more after, there's a big kind of conception going around that you have to offer discounts. And I'm completely against that. I don't think you should discount your services. You'll never see a Lamborghini on sale. You know what I mean? So I'm a big advocate of no discounts, no special promotions, things like that. In all our ads, you'll never see the discount. What we do is we leverage more of a psychology route of-

having like, for example, if you run a painting business, Chris, we would put Chris as the front and center of each and every single one, like one of your ads. Right. And what this does is if people are engaging with the Facebook ad with Chris in it, when Chris shows up to that estimate, it's like that trust barrier is so much higher because they're engaged. There's a congruency between, you know, the lead opt-in and then like the estimate process, right. And like we have clients telling us like every week of like, dude, I just went to an estimate and they're like,

Chris Kiefer (14:38.042)

Hmm.

Lucas Jensen (14:44.046)

Oh man, it was so great seeing you in the ads. It's so cool seeing you in the ads and then seeing you here, you know what I mean? That's just like, you can't get that if you're just running before and afters with a 15% discount.

Chris Kiefer (14:53.028)

Hmm. Do you, so in the ads, are they, do you, I'm sure that you do both, but is though, are those videos, video ads with the people in them or just a headshot and it's like a before and after photo or a nice photo of a house? What's the, what do you like the most in that world?

Lucas Jensen (15:13.546)

Yeah, yeah, so with Facebook ads, what we've seen in the past is when there's slow seasons, people get job applications, right? Like, so like a painting contractor that's out of work, they see a company running ads, they're like, oh, this guy must have work, and then there's job applications. So what we try to do, and this is also kind of derived from like our client sales, is a lot of our clients seem to be booking, like the jobs they close, like 70, 75% are like 40 year old women.

Right? So, um, all of our, a lot of our targeting is just specifically women to a prevent job application applications coming in and B to kind of target the people that are most likely to buy their services. Right. And then the type of ads that we run is customized around there. You know what I mean? Like for example, wedding photos, engagement photos, nice couples, photos, family photos, like stuff that really resonates well with like

middle-aged mom, you know what I mean? Because the more engagement we get...

Chris Kiefer (16:17.416)

So you're saying you take or you will use photos of engagements or whatever and there's a house in the background or not even that? Or am I misunderstanding what you're saying?

Lucas Jensen (16:25.454)

Dude, not even that. Yeah. Like one of our ads, for example, for like Tanner Mullen, I know we were talking about him at the start. We're running his ads for his painting company. One of his top performing ads is him and his wife, like, and her like holding his arm, like, like leaning on his shoulder kind of thing, like a nice cute couple photo, but she has like a massive engagement ring. It's just like, that ad is just crushing for them. You know what I mean? For another one of our clients is like,

we have a picture of his dog wearing one of his hats. You know what I mean? And it's just like, we launched that just like, we're like, oh, this would be cool. Ended up that ad crushed, completely crushed. Putting out creatives, we have a lot of videos too, with client testimonials, client, we call them like COVs, like Client On Videos, where they're reading a script that we provide for them. That's just like 15, 30 seconds, very direct call to action stuff.

that also performs well, but I think it's just hitting them with just so much, you know, different variations of the ads and letting Facebook kind of work its magic and then dialing it back based on that data.

Chris Kiefer (17:34.328)

Yeah, do you guys do websites also? Okay, because I think that's such a power move and a fantastic thing for you to do because one of the things I'm excited about is, and we will chat more after this as well, but so many of our clients, we do automation and everybody's like, oh, marketing, can you help us with this? Or we need a new website? I'm like, nope, absolutely not.

We are focused on this and I know like I was in marketing for three years and I did, I mean, well three years at Webfoot and then six years before that. And I like I, we did well, but it was like, I don't love it like I love automating stuff. Like fine, saving someone like five minutes, three times, four times a day, every day for the rest of their life is so much more exciting to me than, you know.

getting running marketing analytics or posting Facebook ads. But that's me. And I know I've now seen, again, the more that I can focus and go deeper with the clients that I have and solve more problems and other things that they didn't solve, like job costing. That was something that I wasn't able to touch 18 months ago when I started. And now we're getting to a place where it's like, we are like, in the next month, we will have real time job costing.

based on integrating time tracking software, the expenses that they're getting, and a crew leader can look and see how they're doing on a job when they're on a job. Like that's, that type of stuff, I'm like, that is, that is so exciting. But we wouldn't be able to do that if we were just jumping around from a roofer to an electrician, because all the softwares are different. Every software that someone uses is different, you know? That industry uses, I mean. But when you're focusing on painting, you start.

Lucas Jensen (19:08.642)

powerful.

Chris Kiefer (19:26.828)

seeing like, oh, I keep seeing this name come up over and over again, or like, oh, these five softwares are used by 80% of companies. And if we become experts in the APIs and what those softwares are capable of, and then we start talking to the developers of those softwares and say, hey, have you guys ever thought about doing X, Y, and Z? And then, you know what I mean? It's like, there's just so much depth that can come from working with a specialist. And I'm just thinking, I'm saying all this as an analogy, that's like.

What else are you seeing in the marketing world of running Facebook ads that you are just crushing a non-specific marketing agency all day long because they're busy trying to research the painting world and you're already on week three of generating leads. You know what I mean? And it's like clients have to pay the agency to figure out their industry instead of just paying for the result that they want, which is with you guys, I assume.

Lucas Jensen (20:10.786)

Yeah.

Lucas Jensen (20:19.914)

100%. Yeah, yeah. We've had like, like in sales calls and stuff, they're like, Oh, why would I, you like, you guys are like more expensive than this other local guy that's approached me. But it's like, all right, cool. Like what would you tell a homeowner when they compared your bid to a, you know, a general contractor? It's like, you're going to do it more efficiently. You're going to do it more effectively. You're probably going to save them a lot more time, money, resources, things like that. You know what I mean? They're like, ah, yeah, it kind of makes sense. That kind of makes sense. You know what I mean? So 100%.

Chris Kiefer (20:47.684)

Yeah, I love saying in that situation, if I charged you less, would you trust me more?

Lucas Jensen (20:52.83)

Mmm.

Chris Kiefer (20:55.064)

I don't know. Like is that a, is that why we're not working together? Because you think that I should only charge you 500 instead of 700? Like I don't think that's why. You want the result and I'm telling you, we get you the result. So let's do it, you know? But yeah, no, I think the other thing, speaking of Hermosy, which you brought up, the pricing formula for Hermosy, do you remember that? Or have you, so you got the numerator and denominator. I'll try to explain this for the listeners.

Lucas Jensen (20:55.522)

That's a good one.

Lucas Jensen (21:04.546)

Hahaha.

Lucas Jensen (21:09.558)

Yeah.

Lucas Jensen (21:19.695)

100%.

Chris Kiefer (21:24.792)

In the numerator, you have the value of whatever service multiplied by the confidence that you're gonna get that result, and then on the denominator, you have time to result and the effort that I have to put in to get the result. So that, when I heard that, I was like, oh my gosh, like it makes so much sense to, first of all, when you are a specialist, like I have applied this formula to many niches. If I work with a really

good marketing agency. And like everything's the same, but the confidence is like maybe 70% because they're not working with painters, they don't have a bunch of track record, like yeah, look, we've helped 25 other painters. You're just like everybody else. Like we got 99% chance this is gonna work for you also. So now the price I'm willing to pay is higher because the confidence that it's gonna happen is near 99%. So that keeps your numerator as big as possible.

And then the denominator is like, can you minimize the time to value or the time to result when you're a specialist? 100% you can. A non-specialist might take three weeks, but if you can start today and I'm running a bid tomorrow, and I don't know if that's realistic, but like you said, it's not about that, but certainly you're faster than someone that's not a specialist. And then that last denominator that you're trying to minimize is, we're gonna make this so easy for you.

You have less meetings with us because you don't want it to waste your time meeting with a marketing company. Cause we already know your business. We know everything about your business. So the effort that the business has to put in is less, which then again, increases the value. So I, that another reason why I love Alex or Mosie, uh, cause that was like a game changing way of being like, Oh, if we get faster and it takes us less time, we don't charge less for that. We actually charge more because we're saving you the business owner time.

Lucas Jensen (23:19.83)

Mm-hmm.

Chris Kiefer (23:22.884)

And that's exactly what happens in the automation world. You know, we've got templates and we can do stuff that used to take me nine months in 30 days for a painter. But if you're not a painter, yeah, we might help. It's just gonna take longer. And now we're just competing with every other automation company out there. So.

Lucas Jensen (23:38.814)

Yeah, yeah, same thing for us. It's like if we sign a client today, we're Friday. Um, if we signed a client today, you know, if they can send us content and access that we require, which doesn't take too long, um, your ads would be running by tomorrow, essentially, you know what I mean? Then are like the, you know, the top numerator part, like the perceived likelihood of achievement, it's so high because you're also getting access to our community and in our community, like so many clients are sharing like, Oh dude, we just did 140 K this month, blah, blah.

blah, and then it's just like, wow, okay, if they're doing it, I can do it too. You know what I mean? So, um, the time and efforts decrease, the sacrifices decrease because it's done for you. So a lot of my business, like the, the kind of, you know, the, the fulfillment aspect of it was derived from hormones.

Chris Kiefer (24:12.284)

Hmm.

Chris Kiefer (24:24.696)

Love that. So tell me, let's go, well, I guess before I go to that question, anything else like pitch us on forward market, forward media marketing, anything else you wanna say on your services, successes, ideal customers, and then I've got some other higher level questions after that.

Lucas Jensen (24:43.446)

Yeah, yeah, good question. I mean, I'm not so much of like a pitch kind of guy. Honestly, I'm more of like a provide the value. If you see the value, then move forward with us. So what I'd recommend is if you are running a painting contract or a painting company, and you're looking to scale it for 2024, reach out to me. Our website's ford That's fwdm We'll jump on a call. It's not gonna be like a sales call. It's literally gonna be like a marketing strategy session for you.

Like where we're gonna look at all of your marketing facets and understand like what's your biggest opportunity that's in front of you. If you're not running Facebook ads and your competitors are, that's a massive opportunity that you can just easily tap into and then you'll get a foot in the door, right? So it's really gonna be like a marketing audit and a sales strategy audit. So worst case, you'll leave that call with more information.

Chris Kiefer (25:37.348)

And then last thing I'm just thinking about is, it's winter, February still, slow season, there's the recession that people are talking about, are we in it, is it coming, is it gonna get better or worse, whatever. How are you guys, you're still seeing clients do well, and how are they doing compared to what it was six months ago or a year ago?

Lucas Jensen (25:57.834)

Yeah. I mean, so six months ago, it was more in the summer. Um, and you know, speaking of automations, we recently added an automation where we push a lot of our clients to drip jobs. Um, and they dropped a new update with Zapier that alerts us whenever a client, you know, books an appointment from one of our leads and closes a job with the like the job value. Right? So that was like, I don't know, two weeks ago it dropped and our Slack channels have just been blowing up. Like every day it's just like, boom.

5K, 10K, we had like a 37K, like it's just, they're just coming in, you know what I mean? So in terms of like results, I would say like our clients are getting a lot more results right now to be completely frank, just because it's a lot more visible to us as well of like we're being alerted in real time whenever a job gets booked. Whereas before six months ago, it was kind of relying more on like communication and you know, that extra five minutes a day, like you were saying at the start.

Chris Kiefer (26:44.744)

Hmm.

Lucas Jensen (26:52.402)

was used in communicating with us to let us know like, hey guys, you know, I just booked four estimates this week or whatever, you know what I mean?

Chris Kiefer (26:58.776)

Yeah, totally. Give me like, what motivates Lucas? Let's go to like purpose level or higher level. What is the, what's the goal for forward media marketing in the next five to 10 years? Like what is, and what is your like excitement around in that?

Lucas Jensen (27:17.994)

Yeah, yeah, great question, man. So this year has just been massive for us already. I know we're only like a month in, but we've had big webinars. We had liftoff first week of January, we got the PCA Expo end of February. We got another big webinar coming up in June. So there's a lot of PR opportunities that we're going through and that's just gonna spread our awareness like crazy. And so...

What pushes me, honestly, to be completely honest, is results for our clients. I know that sounds so stereotypical, like, oh, I'm happy when our clients get happy, but genuinely, with these automations that are coming in that let us know in real time our direct efforts of the ads themselves, it's like, to me, that is very fulfilling. You know what I mean? And our clients text us, like, oh man, I had the biggest month of my life, blah, and it's like,

that's what motivates me. It's like we're literally changing lives and that's what pumps me up.

Chris Kiefer (28:18.013)

Mmm.

Chris Kiefer (28:21.968)

That's awesome. So let's dive into book recommendations. What are your three book recommendations?

Lucas Jensen (28:29.994)

Yeah, great question, man. Number one, thinking grow rich. That's a very, it's a very dense read. Like some chapters are like 40 pages long, you know, but, um, very good book. Like it's, it's very like mindset focused of like, you know, what you put out there ends up happening, you know what I mean? That's just like manifesting and things like that. Um, I've, I've read that book about like eight months ago. Um,

And I've been following a lot of those protocols in it. And I've noticed a massive difference. You know what I mean? Because when you start telling yourself it, you start believing it. When you start believing it, you start thinking it. And it's just, then you become it.

Chris Kiefer (29:00.808)

Hmm. Yeah.

Chris Kiefer (29:07.044)

Yeah. And I just was talking to somebody else about this, but to me, manifesting, which is like, there's one way. And I, I can't remember cause it's been a while since I've read that book, but there's like, yeah, you think about a Lamborghini long enough and all of a sudden there's one in your driveway. That's like one way. That's how I guess I originally heard it pitched to me. And I was kind of like, that's stupid. And then, and then I was like looking in and talking to other people. I actually had another podcast with someone who

had a different lens, but same idea. And I would now say that there is truth to thinking about something and experiencing it and imagining what that's like. But the other real part of manifesting is the way that our brains literally work. If you are like, see the color blue today, Chris, that's my focus. And it's like, okay, I see, I've got iMessage here, I've got a notebook on my desk, there's a swing in the backyard that's blue.

Like I all of a sudden start seeing stuff that was around me all the time that I didn't see before. But the others, that's one level of just like, if you start noticing things, but that doesn't get you stuff. But what then happens is like, if you start talking about a dream or a vision or a goal that you have, it's like, hey, I'd like to be a pilot someday. And I mentioned that. And then someone hears me say that, and like, oh, have you read this book? And they give me a book to read about being a pilot. And then they're like.

Oh, you should come do this. Like does the flight school in town has an open house? Maybe you should go there, you know, and people start reflecting back to you what you're saying or putting out there. So you're like, Hey, I do a marketing company. It's like, I feel like it's literally manifestation on one hand is literally just marketing for your dreams or your visions or whatever. It's like, tell people that you do what you do and keep telling them and then tell them in a different way. And then.

people will start telling you like, wow, you're pretty good at this. And then your confidence goes up and you walk into a room with more swagger and you're like, hey, we can help you. We work with your, you know, like that's what it is. I don't know if that makes sense or if you have any other modifications on that. Cause I, it's been a while since I've read that book.

Lucas Jensen (31:11.946)

Yeah, yeah, no, exactly. And it's a lot of it's just like, like spotting opportunities when they're out there and the only way you're going to do it is by, you know, keeping your eyes open and looking for it. Like Tony Robbins, um, I was listening to one of his podcasts and he was saying how he's like, if you close your eyes right now, like listeners and everything, um, if you close your eyes right now and you try to imagine all of like the red items around you, right. It's like.

You're going to start thinking, you're going to be like, okay, you know, like my camera, like the recording button, things like that, right. And then you're going to start imagining even burgundy things, like brown things. You're going to start relating that to red, right. You're going to just somehow kind of in your mind, like convince yourself that those are red, right. And it's just like, the more you look for a specific thing, the more opportunities are going to kind of open them up or like open itself out to you. You know what I mean?

Chris Kiefer (31:58.436)

Hmm. Yeah, they're maybe related, but you didn't have the clarity on what you wanted. So you didn't see it that way, but then you're like, Ooh, that actually could get me closer to that thing I want. Yeah. No, it makes perfect sense.

Lucas Jensen (32:08.486)

Exactly. You start looking for similarities and then next thing you know it, you're looking at the opportunity that you're looking for like dead in the eye, you know what I mean? So yeah, exactly. Like I would say manifesting is basically, yeah, like marketing yourself and train your brain to like start looking for these specific things, right? And then next thing you know it, you're facing them. So Think and Grow Rich, that one was really solid book. Next one, I would say is the 5 a.m. Club by Robin Sharma. That one's more of like a...

Chris Kiefer (32:15.822)

Mm-hmm.

Chris Kiefer (32:26.886)

Yeah.

Lucas Jensen (32:37.522)

when your day, when, sorry, when your morning, when your day kind of thing. So it's like how to start your day so powerfully that it just trickles into the rest of the day. So it's just, you're riding that momentum. You know what I mean? And I've been doing that. I've been waking up at 5. AM and I just, every day I just start and I feel invincible. You know what I mean? Cause it's like, you got that one, you know, you said you're going to do that and you did it right away and everything else just comes easy, right? Like it's, it's a good feeling. Um,

Chris Kiefer (32:52.648)

Mm.

Chris Kiefer (33:01.064)

Totally agree.

Lucas Jensen (33:02.966)

And then lastly, third book, we talked about them already, the one and only Hermosy, man, $100 million offers, I would say is, that was a book that really changed the course of the structure of my business and the structure of my offers. $100 million offers by Alex Hermosy was a great.

Chris Kiefer (33:22.264)

Love that. And what is your favorite movie?

Lucas Jensen (33:25.15)

Yeah, so this one's not going to come as a surprise. A business student who trades stocks and you know, it's Wolf of Wall Street. I love that one. Mainly because I love Leonardo DiCaprio and he killed that role. So Wolf of Wall Street is definitely, definitely my favorite one. It's just like, you know, my, my parents are like, they were, when I was living at home, they were sick of it because I would just like have that baby running in the background, like nobody's business. So.

Chris Kiefer (33:52.208)

That's awesome. And if people wanna reach out to you, mentioned earlier in the podcast, but give us the website again that you recommend.

Lucas Jensen (34:02.363)

Yeah, that'll be ford That's F W D media marketing.com. Or you can reach out to me on Instagram at the Lucas Jensen, L U C A S J E N S E N.

Chris Kiefer (34:14.26)

Awesome. Well, thank you so much, Lucas. This was fun. Appreciate your time today and, uh, you look forward to connecting more, but yeah, this was, I, I love meeting specialists, the, the master of one instead of the jack of all trades. Cause yeah, it's just, we need more people like you that are experts in niches like that. So thank you so much.

Lucas Jensen (34:34.646)

I appreciate you Chris, right back at you man.