059: Behind the Scenes of a $50M Direct Response Copywriting Business with Julian Reyes

Julian Reyes is a direct response copywriter who has built multiple 8-figure businesses. With a team of more than 50 people, Julian’s $50M direct response business currently operates in the survival, men’s health and Christian health niches.

In today’s episode, Julian shares stories from his career, from a musical theater actor to working in a male strip club, to building multiple 8-figure direct response copywriting offers.

We also talk about why top-line revenue metrics can be misleading, the marketing skills Julian believes translate to almost any niche, and his views on vulnerability, honesty with yourself, and the importance of self-preservation for entrepreneurs experiencing 8-figure growth.

 Key Takeaways with Julian Reyes

• The specific marketing skills Julian built that he believes lend themselves to any vertical.
• How to construct a marketing message around a product.
• What Julian believes the biggest profit lever you can pull is.
• The importance of self-preservation as entrepreneurs scale past 8 and 9-figures.
• Why top-line revenue is a "vanity metric" – and the number to focus on instead.
• Why an entrepreneur’s success can be partially attributed to accumulating “battle scars.”
• How his role changed as he scaled his company from 7 to 8-figures.
• The defensive infrastructure Julian has in place to protect his direct response offers.
• Julian's biggest catalyst to triggering an existential crisis.
• Reasons Q4 tends to be the worst quarter for Julian for media costs and email deliverability.
• What Julian believes is his biggest vulnerability as a business owner.
• The ins and out of payment processing and merchant accounts — and how entrepreneurs who understand them can increase their revenues.

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