She Lost Everything... Then Built a Fitness Empire

We spent like 200k in ads and Facebook. >> Are you creating brand new ads or are you taking stuff that you knew worked organically and amplifying it with ads? >> I got really sick with asthma. I remember I was 7 months pregnant and Jeffy was away. It was Christmas time and I got this really bad asthma attack. I almost died. I hear clearly the guy spoke to me and said, "You are going to die today." And soon enough, we lost all our money. We went for be really rich to be poor like zero. >> How did you go from there over to becoming this huge influencer? >> I think this is the biggest mistake people make with their accounts and this is why their accounts don't grow. >> You're watching the marketing misfits with Norm Ferrar and Kevin K. >> Mr. Ferrar, what's up Kipaso? Hey, how's it going? I can't wait. I'm going to be uh down >> whichever way you're supposed to say it. I'm not >> I don't even think that's >> both one of them one of them's more formal rooms I think are less uh >> I think one means you want to sleep with me. I I'm not sure. >> I think that's the k I think. >> Okay. Okay. >> I'm going to be down in your neck of the woods in a couple of days. >> Yeah. I'm I'm preparing the troops. I'm filling up the bunker with Coke Zeros. >> Ah, goodies. Oh, there we go. >> Test treats cookies and um >> No, no dog ice cream. >> No, no dog ice cream. >> Oh, guess what? Connie got this yogurt with I don't know what it was. Banana and spirulina. So, it's blue. So, I'm looking It almost happened again. It >> I I took it out and it didn't say like it didn't automatically say dog yogurt. It looked like and it looked good. >> It wasn't like yours, which was ground meat. >> Oh, we just got to grow you a tail so you can you can wag it. >> Yeah. >> With all this dog ice cream that you've been eating. Uh, you know, speaking of eating though, our guest today is a is a master when it comes to fitness and eating and health. Uh, she's been through quite a bit. I I I know her from the the driven mastermind. Uh, and uh, she's been in there um, longer than me. Uh, I don't know how long she's actually been in there, but uh, she's she's always got a lot of really cool stuff. She's really good at social. She's got a huge social media following, so it'll be interesting to talk to her about some of that. And then she's out there changing lives and and doing a lot of cool stuff. And she's Colombian, even though, you know, so I always have an even though my ex was Colombian, I have an affinity for smart Latin women uh, that are that are successful. So, uh, she's always got, uh, a head start in my book. Uh, but she's she's an amazing person and done a lot of really cool stuff. I think, uh, this is going to be an interesting interesting episode. Um, and she's like just 21. I mean, so it's like it's amazing. I mean, what she's done in like a short period of time, uh, since coming to America. >> What you mean, Kevin, is I don't have a chance. >> You don't have a chance to say anything today. You're just going to be in the background. Go get you some Go get you some dog ice cream and stand back there and enjoy yourself for a little while. >> All right. >> Yeah, you don't have a chance. Exactly. >> All right. So, let's bring on our guest today. >> Ingred Mocker. >> Hello, Ingred. >> Hey. >> Almost done. >> I really love the part that you say that I'm 21 and I think we have to multiply for like two. Maybe with 10 years more. >> No, no, no, no. You You can't be a day over 21. I saw you I saw you having your first drink when you turned 21. So, you can be >> Yes. Yes. Yes. Yes. >> Something about that. Something something about Latin women. Latin and Asian women, they never they never age. Uh you don't see, you know, you don't see as they as they add on the years, they still look look young. Uh, which is I don't know what that is. >> Well, I think more with Latin women is all about like we grow in our house always thinking about we need to be beautiful. We need to do our hair, put on makeup, you know, especially when you marry. I remember our moms always say you have to stay pretty is not your husband is going to go look in some other places. Well, that's every >> every not every this is a not probably not a fair statement, but most men >> have a have a girlfriend. Most married men have a woman on the side or two. It's amazing. When I went down that I experienced that for the first time, I think in uh in Panama. It's it's not just Colombia. It's a it's a Latin thing. Uh and there's all these little hotels. I had a tour guide that was taking me around like a private guide. Um, and he's like we're passing these little like hotels and like we're like by the hour you can rent these things. And I'm like, "What is this?" He's like, "Oh, that's for your girl on the side." Uh, he's like, "Girl on the side?" He's like, "Yeah, everybody's got a girl on the side." And then when I I I married a Colombian from Cartahena. Uh, so I was down there. I've been down to Columbia probably 20 25 times. And just the culture. I love the culture, but the she always used to tell me, "I'm going with a gringo because I don't like this Latin, you know, I I can't trust a Latin guy." And it was amazing how many guys, even when I was with her, I'd go out, you know, to run some errands and the taxi guy like, "Hey, you want to, you know, try to hook me up with somebody?" Um, and it's it but it also amazed me how in America we have this culture where we kind of frown upon beauty in some ways. I mean, we have the Miss America pageant. We have all that stuff, but there's almost a rebellion against pretty models and ads or or something like be yourself, you know, show the diversity. But in Colombia, there's this the Miss uh Miss Colombia pageant that's like in November, I think, in Cartahena is like the Super Bowl. Uh you know, it's like it's on all the TV. It's as popular as a Super Bowl in the United States. And it always just amazed me like man and you see the young girls like you said four, five, six years old starting to wear makeup and starting to look good and it's an important image is an important thing in that culture for women >> and I think uh what it is also is me as be one of the younger members in my family cuz we were two daughters and I grew out in a family with everybody was like okay it's normal to be overweight. It's normal to overeing. It's normal as it's culture, right? We we say we come to the fried culture or whatever. >> But to me, it was it was something different because I came to America. I marry a gringo as you say. And the first thing I wanted to broke uh for the chains of my family. It was that I wanted to be different. I wanted to leave a legacy to my kids and to the next generations like we're going to be a healthy family and we are gonna really believe truly believe to work in longevity more than the beauty work in longevity have a healthy lifestyle in life so we can enjoy what God given us right the amazing opportunities that be every single day alive and have a good Well, so I think the biggest thing for me uh when I marry Jeff more than just try to uh be beautiful so no one can take my husband away. It's like I can actually live a longer life so I can enjoy this man in the life that God gave us together. So before we go anywhere else, we jumped right into this, but in case nobody knows who you are, Ingred, can you give us a bit of a background and let us know why you're a misfit? Well, I came from Colombia when I was 19. Like every single, you know, immigrant, I wanted the American dream. So I say I'm going to go to America and they're going to hand me a house and a card and a two golden retrievers and you know I came here and it was a completely different story. You know I went for um get married my first marriage it was when I was 19 in Puerto Rico. Yes. I was like okay I'm going to marry this man. I'm going to have my green card and then I'm going to go to have the future that I always dream when I was little and you know I got pregnant with my oldest daughter. I have a daughter is 30. So life went a little bumpy from that point because even as I went to school and graduated as a sumakun louder in communications well I never got the practice really. You know, my dream was be this amazing reporter and travel the world or be this amazing host for a TV show. No, I was just like, you know, doing three, four jobs, try to survive as a single mother. I moved to Miami after I divorced my ex-husband because I got my green card and I say, you know what, even as I have a baby, I had a mission. I wanted to be famous and I wanted to really get the purpose that God gave me. So I was like this man is not gonna do it for me. So I need to go in my own path and I was a single mother for seven years doing jobs that I would never imagine do it in my life. You know, cuz in my house at least I had a lady that cleaned the house, but in here I was like, you know, cleaning bathrooms and washing dishes, doing all the jobs that nobody want to do just to try to survive. And I was in the club industry for like seven years until I met the love of my life. I always say that Jeffy was my angel, right? Because when I married him, I was four years older than him. I was divorced. I had a kid and I was broke. He was younger, single, rich, never been married. So that was like the perfect fit for me, right? But uh we got in love, we got married, and after two years of being married, we lose everything. And I was like, "Oh no, what is this happening?" And and also I always tell people that when you get in love, you get fat. I don't know why. >> Normally, >> I'm really in love. >> I gain like 50 pounds, over 50 pounds. And you know before I was having all these jobs and I was worried they being like feed and all this stuff but I when I marry him I was like ah I already have the prince and then he g me the golden retrievers the house the car. So I was like, "Yes, my American drink." But um after those two years uh that I was overweight and I got pregnant with my daughter Mia, my second child, I got really sick with asthma. And I remember I was seven months pregnant and Jeffy was away. It was Christmas time and I got this really bad asthma attack. I almost died. I thought that night I was gonna die. I I I hear clearly that that night that God spoke to me and say, "You need you are going to die tonight." And I actually got it like a really freaking out. And I was like, "God, please don't let me die to I say goodbye to my husband and to I say goodbye to my older daughter." And Jeff came took me to the emergency room. They actually revived me cuz I was like dead. >> Wow. >> And and I was like like we always say it's time not going to be good. I promised to God I was going to change. And you know when you had money you say okay I had the medicines, I had the doctors. Get back to the old habits. And soon enough we lost all our money. So we went for be really rich to be poor like serious. >> Now was that based on a business decision or >> real estate? >> No, it was a 2008 with everybody lose all their money. >> You're in Vegas then, right? That was one of the big hit areas I think. >> Yes. >> Yeah. >> So I think it was a new beginning for us because to me I see that situation as an opportunity. I remember what do you do when you lose all your money? Before you are successful, you lose your money and you have to start over. You start hanging out with the wrong people. You start going to start drinking, drugs, things like that. And I remember it was January 1. And one of those friends that you call friends post a picture of me in Facebook, the worst picture ever. I'm like drunk like ah looking like crazy overweight. And when I saw that picture, I really, you know, I was in shock. It really made me go into a breakdown. And I remember that day I cry. I cry. I cry. And then to the end of the day, I went on my knees and I said to God, I surrendered. I can't do this in my own. I'm gonna do whatever it takes to be happy, to be healthy, to live the life that you want me to live for for you, not for me, but don't take my life away. Because I remember that day I started getting again an asthma attack. And after I lived that traumatic experience when I was pregnant, I was freaking out cuz, you know, we had no money, no access to medicine, no access to doctors. It's like, you have to start over. And and clearly, I remember God say to me, you need to recover your health first. And that's how my story start. I went for 90 days. I went crazy that day. I cleaned the whole cabinets, the whole house. I told Jeff, "We're going to change our lives. I'm going to lose this weight. I don't know how I'm going to do it, but we're going to do it." And he's like, "Okay, okay." The first day, he was like, "Yes, yes." But, you know, he was in shock because I was throwing everything out. I stopped drinking for almost a year and I went for 90 days lose 50 pounds and find my real passion in fitness, wellness, nutrition and that's how my story start. That's which is the name of my blog in Spanish born you know and and I remember all my friends they were like what do you do cuz I look like a freaking bodybuilder you know I had it like abs for the first time in my life my skin was amazing I look beautiful in 90 days and people they start asking me what did you do tell me and and I remember in that time it There's like not many Latinos having courses or books, everything. It was, you know, the big time for Juliana Michaels and The Biggest Loser and all that stuff. So that's how I have my story born. And lucky for me, I had a husband. He was in marketing. The he knows how to, you know, use the internet and and and how to create programs and things like that. So that's how our business actually born 14 years ago. >> Hey Norm, you'll love this man. I talked to a seller the other day doing 50k a month, but when I asked them what their actual profit was, they just kind of stared at me. >> Are you serious? That's kind of like driving blindfolded. >> Exactly, man. I told them you got to check out Sellerboard. This cool profit tool that's built just for Amazon sellers. It tracks everything like fees, PPC, refunds, promos, even changing cogs during using FIFO. >> Aha. But does it do FBM shipping costs, too? Sure does. That way, you can keep your quarter 4 chaos totally under control and know your numbers because not only does it do that, but it makes your PPC bids, it forecasts inventory, it sends review requests, and even helps you get reimbursements from Amazon. Now, that's like having a CFO in your back pocket. You know what? It's just $15 a month, but you got to go to sellerboard.commisfits. sellerboard.com/misfits. And if you do that, they'll even throw in a free two-month trial. >> So, you want me to say go to sellerboard.commisfits and get your number straight before your accountant loses it? >> Exactly. All right. So you start so the 90 days a lot of people will say 50 pounds in 90 days is too fast. Uh and you know everybody wants quick results. So that's definitely appealing to people like how'd you do it? I want to do it too. It's but a lot of people say that's too fast but you do it a combination of eating and diet and exercise and what was your what was your routine to actually do that? cuz you see like you said you mentioned the biggest loser and that was like it was intense over the top and a lot of people don't hold that they can you can lose it by not eating or by going crazy can definitely do that but then maintaining it it's a it's a mindset shift otherwise you just fall back into the same habits and the same things again u because you deprave yourself so what did you do to actually maintain that for 14 years >> I think my first thing that I did and I think what people don't realize is you've been eating bad for a long time. I remember in that time and don't take this personal. I used to be addicted to diet coke. Actually, >> I'm not taking much differently addicted to sodas. I never used to drink sodas. Even is I was Colombian. I I never used to drink soda. I never used to eat like uh fast food, you know. We always like homemade food or or things like that. And and also uh when we got married, I started exploring uh the work uh real estate. So I started drinking coffee like crazy. So coffee and bunch of stuff that I think when I made it that decision that day, I had a book in my table that my dad get me from Joy Austin. Justin >> and it called uh your best life now. It's a 90-day devotional. So as Kevin say many people don't keep the results or maybe say oh that was too fast I did simple things. I start drinking water just by the first week drinking the coffee and the soda. I was five pounds down >> just water because that retains weight, right? >> Drinking water and then by putting all the the fast food and all these garbage food in the trash and start cooking at home and do it with intention. So I was like okay what about is I chain and and and and I didn't know had any knowledge in nutrition but I was like what about is I start eating stop eating regular rice and just put brown rice. What about I start eating more vegetables? What about instead they eating like little granola bars or cereals for breakfast, I just start eating eggs and oatmeal. My body was so grateful. I think that for a long time it start giving it nutrients and real nutrition that it was responding like this fast and I have like the experience in these days with my clients when I take clients I don't know I think God give me this superpower but I have the power to make impossible case to be possible you know uh thing that come people that come to me and say I never lose a pound and when I start just going doing okay we because I have a system right first thing is detox and when I say detox I had this strategy the word fantastic you know is greens and juicing and a combinations or ingredients they're really fun to do it but it's kind of shock shocking for people cuz it's like wow I never drink a green juice and I don't even know a green juice can taste good or I never eat so many salads or so many soups or whatever and then when they go in the scale the first week it's like oh shoot I'm like 10 12 pounds down they even getting shot even if they are not really overweight but it's just a factor that if you start giving to your body nutrients your body is grateful. And and the second thing is like I wish my mom could have teach me in a young age, hey take weights, you know, or do some cardio or do some exercise. No, I remember when I was little, I was playing basketball with my uncles or football or, you know, in the streets, you know, like in South America, when you go in the streets, you'll see the kids like running around and things like that. But we don't really now it's different but really I never had that mentality. Hey, go to the gym. So I remember since we were like I would say in a bad shape economically. It was a little gym by my house, one of those women gyms that they cost like $15 a month that the ones that they try to get a lot of people, you know, to register but people never go. So I was like okay I start doing classes for the first time in my life and I got so into the classes that I think all those factors help and in another side I was doing the devotional. So I was changing different things. I was changing my nutrition. I was moving you know and I was feeding my mind and my spirit with good stuff. And I think that really help and and I believe in something when you have the ability to imagine to visualize yourself how you can be and if you do several things and you see it, it happens because I remember I live in this very very uh high community in Vegas with all the ladies that were putting this through religions. Remember those jeans through religious that it was really famous that all the blondies in California had it and all that. Man, those jeans never passed my freaking tights. And I was like frustrated. I was like, so I I I was like, Jeff, I need to buy a pair of jeans. And Jeff is like, they don't fit you. I'm like, I don't care. I'm going to buy it. Site 26. I had the jeans still keeping the jeans with me because the jeans actually remind me how I start this journey. So I think all those things even if I don't have any knowledge help me to go for those 90 days and it actually uh hold me accountable into these days is being an open doubts. I cannot say I never went through to the wanted to eat bad food or things like that because you know I'm now in menopause and can you guys say bad words in here or no? >> Go ahead. Kevin does it all the time. >> Menopass is a [ __ ] It was like one day I wake up and I had a 27 pounds off. I'm like, how this happened? You know, and eating good and exercising like a crazy machine and drinking a lot of water and even sleeping well. I did not understood what happened and and and I wanted to bring that because it's interesting. I don't know as you guys feel notice now is a big movement about menopause. >> Yeah. >> Right. >> Mhm. You know how this movement is start because the influencers in my age I start really late. I start being influencer at 40 almost 38 40 right. It's been Instagram born. >> Mhm. >> So this is the first time in history the women are rebellions and say I had have flashes. I hate my husband. I refuse to put the freaking pajamas and get the hairs like crazy. I want to still younger, right? This is why Oprah Winfrey made this big movement and this is why women, our daughters, they got to be safe because now we talking about this. So yeah, so I'm passing different seasons in my life that that yes, even is the freaking pounds try to go back and still learning and keeping in my mind what is the road to be healthy and what I wanted to be remembered for. >> What's mental is what a lot of people don't realize I think is it losing weight is psychology more than it is exercise uh or even what you put in your mouth. I mean what you put in your mouth makes a big difference but it's the psychology of it that actually is the most important thing and changing that psychology and not depriving yourself and figuring out alternatives to if you got a sweet tooth then switch finding something you can switch to that's much more healthier or whatever and there that's where a lot of the magic happens but when you one of the question I has when you so that that's something that you accomplished I think and not knowing exactly like you said you weren't trained in this and I know you've gone to for it since then, but you weren't trained in. You just kind of did that psychologically. Um, and I think that's one of the reasons it works. But one of the other things I just I know a lot of people were thinking is if you lose weight that fast, what about stretch marks in your skin? Because your your body typically to lose 50 lbs in 90 days is is three and a half pounds a week. uh basically and that and they say like a half a pound to a pound a week is the best to to to keep your skin from like being having stretch marks and being loose and stuff. What did what did you do to uh to help prevent that? So that's why uh you have to do it with somebody that can help you to uh work on your nutrition around and actually exercising the combination of you know the amount of protein that you feed your body with the amount of resisting weight >> that you do in your body. As you see it's not that crazy. Three and a half pounds is not that much. I mean is I eat a s a pizza right now in his life I get three and a half pounds of fast and not worry about the stretch marks you know but I think one of the biggest lessons that I learned is two things first once can be genetics >> as you have a good generist you never get I don't have any stretch marks thank god right but I have clients that Yes, they have a stretch marks even is they go to the gym if it is they right that's just genetics right the way how the skin goes uh in this process but the second thing is the right thing to do even with is we bring it out the modern methods the ompic the monaro all the injections they are circulating the biatric surgeries right >> ones versus others it's the same thing when a person goes through a variatic a bariatric surgery they lose the weight fast and most of them they have to go into surgery >> because of the skin and all that stuff. The same thing happened with the with the injections, right? Because this what these injections do, they eat your muscle, right? But the difference in between a person that actually they can lose weight fast, but they can do in a smart way is if you have a coach that go with you and help you to actually go through the process correctly. I have friends that do this biatric surgery and you know what if you can't lose the weight in your own because really you don't have a willpower you don't have a commitment you don't love yourself I don't know whatever is your reason that you can't commit to stay in the road and you need to use a biatric surgery or you need to use a monaro why not right but if you're going to do that you have to get in your size the tools. You have to have a good nutritionist. You have to have a good trainer and also you have to have a good therapist. Some people cannot handle the chain. I don't know if you guys hear about this or not, but I remember when I was losing weight, my mom is like, "You need to eat an empanada or a pan or bread because you are looking horrible." And I was only 10 pounds down. You're going to disappear, right? Cuz we always going to have that people around >> that is going to make sure you can succeed. So you not only had to fight with your mind, but you had to fight with the friends, with the family, with the spouse. I remember Jeff after three weeks, I was like so good. And Jeff is like, you're not fun anymore. You don't want to drink wine. You don't want to go out to eat. I'm like, I'm sorry, but I don't. I feel amazing. you know, I was like every day getting out with more energy. I was looking myself to the mirror. I was like, "Yes." You know, so I think I think it's different factors, but is you do it the right way and thank God because as soon as people start asking me and I make that decision to be in the wellness space, thanks to the Lord, I've been very successful. I've been recognized like as one of the most important figures in the Hispanic community around the world. Um I >> You four books, right? Done four book. You've done four books. >> I done seven. >> Oh, seven. >> And in my seven book right now, this is my last one. H >> how many in English and how many in Spanish? >> Menopas, by the way. Oh, >> the um I only have one book in English. and the rest I have six books in Spanish. Uh six of the books uh are uh five of the books are about nutrition and one of the books is a Christian book. It's a devotional. >> So one of the things I'm curious about is you've got the mindset, you've rebuilt your life. How did you go from there over to becoming this huge influencer? Everything decided because Jeff is like, "We have this little money and I have to figure it out how I'm going to support the family because he lose all his money, his business." And he took me to a conference. Do you guys remember ClickBank? >> Yeah. >> Oh, yeah. >> Okay. So, he took me to a conference in New York >> and I I years ago and and when I went there, we went to find a copywriting for the business that he was doing in that time. And you know as me I'm always a butterfly making friends. So I'm talking to this copyrighter. I'm like hey I lose 50 lbs in 90 days. And he's like and I start telling him my story. So he took me by my hand and and he take me to the big rooms with it was Isabella de los Rios it was Ben Johnson. It was bunch of people Mike Gary. It was bunch of people that do info plus and and I was like fascinated. I was like, I want to buy that. I want to buy that. He's like, no, I'm not bringing you here to buy that. I'm bringing you here to open your mind to tell you that you have a million dollar product. What your story and fitness? And I was like, me? I'm not a nutritionist. He's like, you don't have to be a nutritionist. You can just tell people what you did. and make some exercises and put a product together and sell it. It's a billion dollar industry. So I was like, Jeff, he say Vince, it was the name of that guy. He used to be Vince Montella. I think it was a copyright like Jeff Ben said that I have a million dollar product in fitness. And Jeff look at me and he laughed on my face. He's like, and Vince is like, yeah, it's a billion dollar industry. So immediately he calls Jeff attention. He's like what? So how did we do that? So we realized it was many of these info products in English and they were translated to Spanish but it was nobody in Spanish doing an info products for women. So we find like our blue ocean. So it was like you know when you have this aa moment boom. So I remember the first product, this is how I got into the info product industry, the fitness or whatever. So I said to Jeff is I'm going to start teaching these people. I need to go to school. But I was very smart. And the same time I was going to school, I was teaching people every time that I learned the school because I went to first of all, I went to a holistic school. I was already have my degree in communication. So I knew how to communicate. But I don't know anything about nutrition. So I was like, okay, I need to get my hands in all these books and I need to read, I need to learn and I need to study. So I started study holistic nutrition and I start teaching people. I remember when I opened my fan page. I think by history we were the first fan page in Spanish in fitness. M >> so my first post by the end of the day I had a 65,000 followers >> fans I was like wow it's one day and I already obviously I roll the thing wrong I say oh take a little spoon or flat seas and by the end of the day everybody was correcting me oh your grammar is so bad who cares that's how I know that's how I got in Spanish or in English >> Spanish. So this is how I got introduced to the to the haters to the fans. This is how I start my my >> this was on MySpace. Facebook or >> No, it wasn't Facebook. >> Facebook. Okay. >> By three months I was already on a million fans. So I was like wow. >> Naturally or did you were you it was just naturally growing or were you doing something? >> It was just organic. Organic. So I was I share all this stuff that I was learning in this holistic school, holistic nutrition inn I remember and nobody was talking about this stuff. So it was like we are sad that people they were like what you know it was we it was like a new thing. It was like somebody was this housewife they lose 50 pounds in 90 days and Jeff having all this knowledge about marketing. So we were doing like the little ebooks, you know, the tricky stat to get emails. So we got like two million emails ready for like launching our first info product. And in the year because it took me a year to write the first in product and that year we were affiliate for the greenos, you know, with this the courses in Spanish. So we were selling like crazy. We made our first million selling the the products, affiliate products. This is how how everything born. Now we take like months, days. Now actually we sell the thing and then we start building the course after that you know but before that was the the this is how I start in this industry. It was not intentionally for me to be an influencer but I was growing and growing and growing and and my Facebook page now is almost at 20 million. Uh, and I I was growing English to 1.4 I think I had. But my English it was really funny. So people was just making fun of me. So I was like, you know what? I just kind of concentrate here in this little niche that nobody's paying attention. I can call myself as a pioneer in in in the wellness space, you know, and info products and fitness and nutrition because I was the first one taking the strategies for the green goals and put it in the Spanish market and actually monetizing them. Are you looking to quickly boost new Amazon product launches or scale up existing listings to reach first page positioning? The influencer platform Stack Influence can help. >> That's right. Stack Influence pushes high volume external traffic sales straight to Amazon listings using micro influencers that you only have to pay with your products. They've helped upandcoming brands like Magic Spoon compete with Cheerios for top category positioning while also helping Fortune 500 brands like Unilver launch their new products. Right now is one of the best times to get started with Stack Influence. You can sign up at stackinfluence.com or click the link in this video down in the description notes below and mention Misfits, that's misfi, to get 10% off your first campaign. stackinfluence.com. So I think that's the big lesson there is to actually look where there's opport where where something's working in one market and there's a whole gap in another market and that's basically you stepped into that gap uh and not intentionally but then you when you realized it like you said your husband helped you double down on it to capture all the leads and and everything that that's I think huge are is that audience is that mostly US Or because there's 60 million roughly 60 million people that speak Spanish in the United States at home or is that also all of Latin America. Is your reach like all the way? >> It's global. Okay. >> It was a time in our life that we used to reach 400 million people a week in Facebook. >> Wow. >> Speak Spanish. 400 million. It was crazy. I mean, I I had the times that I was going live in Facebook and I had a party 50,000 people live watching my videos. It was crazy, you know. >> Are you selling something or are you just educating on those? >> No, no, no. I know and always been like very good educator. uh people knows knows me because I always take knowledge and I like to educate people and I like to give people and I like to uh say this work for me this is going to work for you and I'm going to show you how to do it right. I I I actually start late in Instagram. I think it's I would start start early because we were making so much money with with Facebook they're like I don't care about the rest you know that I start late in Instagram because probably I would have a lot of millions and millions in Instagram. I start later but I don't regret it because I've been learning a lot in this process as a be an entrepreneur. I will not call myself an influencer and an entrepreneur and a marketer. You know the I have knowledge. I have the power to help people transform their lives. But I've been using this to actually create something that made the difference in the world and to monetize, you know, and to really um bring an income to our family. >> A lot of people that do this, they do it for the money. like the guy that grabbed you by the hand and drug you over to show you. They really don't care about the end result. They just let's make a bunch of money as fast as we can. But it sounds like you are different on this. You actually have it's it's a passion and you really enjoy the change in life. The money is great and definitely it's not something that you you look down on, but it it seems like you're getting more satisfaction out of changing people's lives and helping people uh discover their true self than you are in making the money. >> In 2017 natural words, >> well, I like the money because money helps me to do my purpose in life, which is I want to feed 1 million kids. was started this passion 7 years ago. But I I can tell you this in the beginning it was just money money and I have cancer in 2017. I was diagnosed with breast cancer and it was the point of my life that I went for this desert for almost three years with money can cure me. money can help me be better and I understood one purpose and this is what all my business is about this philosophy it's about these four f FS that I call is fitness which is your nutrition and sleeping well eating well movement family because if you don't have your family in order and everybody is in the same direction this is why Jeff and I are partners are in the same direction we have the same goals. His goals, my goals. No, it's our goals. Our money is not his money or my money. It's our money. So, we understood this. And the relationships go there, right? With my kids and with my other family. And then it's financials. If you don't have money, how you create the purpose that that you want to create? How do you bring the kingdom of God to to the planet, you know, or is you don't have that money? you don't sell something, how you going to how I going to build schools? How you going to feed these kids? Right? And the most important one is fate. You can have all the money in the world. You can be super fit, super fitness, and even have a husband. They you don't even like it, but you have a husband, right? But you don't have God in your life. You don't have that part. That part. So when you die, where are you going to go? I know for sure that I want to go to heaven. I don't want to go to hell because go to hell is no fun. I want to help here in in this planet and it's not fun. I can imagine how it is go to hell, you know, really seriously out there. So to me it's like after 2017 got I was recovering in 2019. I got a double masectomy. I remember wake up wake up right for the for the surgery. I remember the window was open the sky the the the the sky was blue the heaven it was really blue. That day I understood that God give me the victory and I say God that every single day that I get out please I want to serve in you. I want to lead my life for service. So for that moment I understood that I have a purpose that I have a mission that everything that I create that everything that I do is to make the kingdom here and this earth and that's what I live for. You know, all those awards that you see in the back, yes, it's cool. But when I get every December to bring toys, clothing, food, shoes to those kids, when I get every week to receive the menus and see them eating every single day, that makes my life. That makes my happiness. Or when I get the testimonies for my girls that they always my kids get back, they're not drug addicts anymore. They start going the chair. You saved my life. You saved my marriage. That's the real reward. >> How has the marketing changed over the years in the last 14 years? I know from your cancer, your outlook and your position on it has changed and your mission has changed a little bit, but how has the the way you guys market this as a misfit? How has that changed from those early days of all that organic reach on Facebook to now what you're having to do to maintain it? Uh what what what's different now? Uh and I just saw Gary Vee, I saw a video of him yesterday and he was like talking to a bunch of ad execs and he's like quit spending money on ads. Never um everything needs to be organic and it only if it's organic and it works organically should you actually spend money on ads uh and put ads behind. It's like let the people tell you what they want and let it go organic. um and he he's making a big deal and he's like there's never been a better opportunity to do that now. But what are you seeing that's evolved or changed that people should be aware of when it comes to growing audiences or growing getting people to to join your mission and to join your your community? >> It is more difficult day by day to do to lead by organic. I'm telling you cuz we have a lot of organic content. We make a lot of content. I mean 80% of our content is organic is you know to helping people to giving them for free and 20% is you know we ask them to buy something I think it's a combination of both of them. >> Mhm. >> But definitely the market has been changing so much the algorithms have been changing every single day and and and I moved for you know I have different sources of income. I used to make a lot of money for uh Facebook. A lot of people say, "Oh, I make all my money in YouTube." I have 1.4 million subscribers in YouTube. I never make zero for YouTube. Very little. You know, my ads never work. My Google ads never I could never figure it out. So, and now I have an other um revenue source of income revenue which is Tik Tok. the Tik Tok shop and many people make money for Instagram. Instagram for me is my organic place. It's my place to do community is my place which you know I get to move people around to different to other different photos that I have. I I just say yes, organic is amazing if you have a community and if the freaking algorithm work for you. This is why it's important to start doing whatever the platform tell you to do. Is the platform say it's all about galleries. You got to do galleries. It's all about video. It's all about video. It's all about pictures. It's all about pictures. It's all about stay silent. Stay silent. >> Social media has changed from when you started 14 years ago was about your followers. You just said the answer. Well, I got 1.4 million on YouTube and I can't make it work. >> Yeah, >> that's that's that's a a fallacy. Everybody talks about followers and subscribers and all that. That used to matter when it was your your friends and your network and you're growing it out and that was the way the social media worked. But now, as people like Gary and others say, it's it's interest media. Social media is is not necessarily the right word. It's now interest media and these algorithms are showing they know your interest. Instead of showing it to your friends and your family and whatever, they're showing it to other people that they think might have interest in what you're doing. So, it changes the whole dynamic of it. >> And so, that's why >> you're probably having trouble on YouTube uh for for example, because that algorithm is not showing it to the right people. And those people that followed you may not be the right people. uh they may have been at that moment the right people. There's a reason they hit that follow button, but they're not now for where you've moved on to and what what your positioning is. So that's that's the that's the evolving uh aspect of it. And like you said though, ads are still important, but it's usually you want to >> I live by ads by But on your ads, are you doing it? >> Are you creating an ad and putting it out doubling down on something that worked organically and then amplifying it? No, we spent like 200k in ads in Facebook still. >> Yeah. But but are those ads are you taking creating brand new ads or are you taking stuff that you knew worked organically and amplifying it with ads? >> We we do different strategies. I do for example I do live videos as in ads you know >> you do what what videos >> live videos like for example I do a live video in Facebook strategically you know planning to look organic >> but it's a sale and I use that as an ad >> and I for that video I make like 10 entries to the video different to put it on front of the ad on front of the live video >> to use as an ad to know die the ones they are like good right for example that's that's what with those ads like Facebook um another thing I discovered lately with Tik Tok chop it's not about f it's not about like you say it's not about fans it's not about who community because in Tik Tok shop I've been seeing this because I'm doing it really well and I'm selling pretty well in there it's called traffic is how you can attract this person that you have an attention 3 seconds. How can you grab them? And one of the strategies that I've been applying and this is working really well. This is how we growing a 100,000 uh f followers Instagram, Tik Tok, you know, um is by first of all, I don't use communities like social communities, community managers anymore. I use copywriters, people that know how to do copy. Second of all, I do researches, people that know how to research interests. Now, we live in the era that these platforms show to us what is working. So, I don't invent anything. Everything is created. It's already there. You just have to grab it and put it in your own words. Get a do a good hook, good structure in your post. And boom. And it works. I've been trying this. I grab videos and Russian and some some of my friends, some of Latino friends, they create these little soft words. They grab like the most viral contest and whatever topic you put. And and as a video, for example, in Russian or in French or in English, and it give you exactly the translation, right, the script. and you go and say exactly the same way how the person say the video and the video goes viral. It's crazy. So what I'm saying with this is we don't need to invent anything. Everything is already there. All the content that we need. Many people say no it's doing. You don't have to. You don't need to. It's right there. It's already made. I have a friend that do 200 videos every Tuesday using that method and she's super vital. >> 200 >> 200 videos. She just see it with the same outfit with a green screen and they put it in a teleprompter and she does 200 videos and they all go viral. >> Hey, Kevin King and Norm Ferrar here. If you've been enjoying this episode of Marketing Misfits, thanks for listening this far. Continue listening. We got some more valuable stuff coming up. Be sure to hit that subscribe button if you're listening to this on your favorite podcast player or if you're watching this on YouTube or Spotify, make sure you subscribe to our channel because you don't want to miss a single episode of the Marketing Misfits. Have you subscribed yet, Norm? >> Well, this is an old guy alert. Should I subscribe to my own podcast? >> Yeah, but what if you forget to show up one time? It's just me on here. You're not going to know what I say. >> I'll I'll buy you a beard and you can sit in my chair, too. We'll just you can go back and forth with one another. Yikes. But that being said, don't forget to subscribe, share it. Oh, and if you really like this content, somewhere up there there's a banner. Click on it and you'll go to another episode of the Marketing Misfits. >> Make sure you don't miss a single episode because you don't want to be like Norm. Oh. So let's say what G Gary say organic. Yeah. But he took whatever he was already viral and redoing it. >> Yeah. That's >> And it's working. >> And it's working. >> So how does that affect what you teach then? I mean if you have a you have your strategy and your system do you make the viral fit the system or the system fit the viral? >> No. One thing we have to be clear here is you have to really have clear who is your avatar. I think this is the biggest mistake people make with their accounts and this is why their accounts don't grow. You don't need a growing account and millions of fans for make millions of dollars. You only need 1,000 people for make $1 million. >> They follow you. They be your Raven fan. And you know that >> people 10,000 raving fans. >> Yeah, that's the strategy and that's true. But as you really understood your avatar and you know what are the pains because they had their hair on fire and you have here the stintter you know every time you say did you have this and this and this going to raise their hand and as you say and I have this that put the fire down they're going to pay whatever it cost in order to get this fire down and you know what It's true once I start because I used to do this vital vital content vital vital content. Yes, I give you fans. I give you fans but those fans don't work for anything. So this is why we have to be very intentional. What people want to attract and is this is really the people they want to be in my community and this is the people that want to buy the things that I have for them. I don't want anyone anybody. I don't want the whole world. I just want the people that really want my stuff, you know. So the moment I start concentrate, women over 40, they going in the same crisis I go, you know, have flashes, they don't sleep, they constipated, they don't want to have sex with the husband, they have a really bad mood. Then I start talking to them directly. Immediately the reaction it was like boom. And all the things that I do even like I used to have like uh supplements. I took all those supplements out and I create exactly the supplements that they need. So when I say hey if you have have flashes this and this I have this >> and this is do this and this and this and this and did it for me in 3 months everybody want it. So I think this is this is what we really have to think about it. Where is our avatar when who is our avatar? It's not everyone, >> you know, because even if they are in the same age and they and they may do not like you, they may don't like your hair. They may you like the way that you talk. There's people that come to my lives and they say, "I really hate your voice. Ah, you take so long to play something." But there's something about you that don't let me go. And I always say to them, please, I love haters because thanks to you, I got a lot of people that I get to reach a lot of people. You don't have to stay here. It's a lot of people talking about the same stuff. Cool. I give you permission, they go. I give you my blessing. They go and they they don't go. They stay. And unfortunately, it's that time that we have to go. >> Yay. No. >> Oh, we're just we're having too much fun. Norm, >> I I know. So, we do have a question for all of our misfits. At the end of this podcast, we always like to know if they know a misfit. >> I know many misfits. >> Do you want names? >> You Yeah. Or we could talk later. It doesn't matter. Yes, I I I think I have Alias. Oh, good. You know, I've been for a while. Yeah. Anyone people need like people for podcasts or content, they always call me. They're like, I'm like, yeah, I make a list for you. The good people, good stories, you know, because you want to want you want to bring people that have good stories, >> right? >> Yeah. >> Awesome. We'll reach out and we'll get your list from you. >> Yay. If people want to find out more about what you're doing or follow or follow you or check out some of your shows or your products, what's the best way for them to do that? >> Yeah, I you know what? I actually create one Instagram in English. So, it's Ingred Macker official, so we can probably chat from there, but most of my stuff is in Spanish. So, yes. >> Awesome. Awesome. Well, thanks for coming on and sharing your story. This has been uh this has been great. >> Amazing. Thank you so much for having me and you know if you out there need a coach you need to start you don't know how I have the tools for you and I know how's it feel be alone so don't be alone don't be a stranger and just DM me official in Instagram and I'm here I can help you >> well thanks I appreciate that appreciate you coming on and I I'll see you around at driven or somewhere >> absolutely Thank you guys. >> Okay, we'll see you later. >> Bye >> bye. >> So, Norm, I think you need to that's what you need to do. You got to you need to go after uh start doing an Instagram like find your niche. Find your people so you can say, "Hey, are you an old guy with a beard and having getting food stuck in the beard?" This right here will solve the problem. There you go, Norm. That's the answer to all your woes. Oh, >> no. In Adrian's done very well. I mean, uh, amazing story, uh, fighting cancer, fighting losing the weight, and then parlaying that into helping other people and into a business that's making millions of dollars. Um, and recovering uh, from the ashes of a of a market crash and having to rebuild everything. Uh, that's and and doing it, you know, in Spanish. I I I always remember I think it was consumer rep consumer insights magazine or one of these statistical magazines about 30 years ago and they said that hey the Hispanic market is underserved in the United States you need to pay attention to it and ever since I saw that it's always been on my mind how much opportunity there is in the Hispanic market even in the United States especially that just gets overlooked and just there's probably a lot of blue oceans out there uh you You know, maybe we need to be doing dragonfish espanol. Uh, Norm, there we go. Maybe maybe we're making this we're making a mistake and not doing it in English. Maybe we need to be doing Dragonfish Espanol. Uh, but no, that that that that's awesome. Um, >> you know, this is the kind of stuff that we bring on. You never know what you're going to hear on the Misfits and it's a new story and a new angle. Uh, and uh this that's why we do this that's why we do this podcast. What? Every Tuesday, right, Nor? >> Every Tuesday. And you can catch us at uh on our YouTube channel as well at marketingmisfitsodcast or the shorts every 3 minutes or less at marketingmisfits clips I think that is. >> And we're on the tube the the tick tockers or something too right now. >> I think that's what it's called. Yes. And uh yeah, it's doing great. >> Tik Tockers the clock thing or whatever they call that thing. >> Yeah, that that thing. The double T's as the cool people say. Hey, uh, if you like this episode, be sure to share it. If you know someone that could benefit from hearing Ingred's story, share this episode with them or hit that like button or subscribe to the channel so you get notified when new episodes come out so you don't miss a single thing. Hey, we'll be back again uh, next week with another episode. Uh, you never know who it may be on the Marketing Misfits. >> All right, we'll see you later. >> Take care.