How Car Sales TikTok Made Him the World's Most Famous Car Salesman | Car Dealership Guy Podcast
发布时间 2024-03-14 09:00:04 来源
This isn't funny. I'm cringe. This is cringy. Nobody acts like this. Whatever. I posted it. Go take your customer. Come back. I think a hundred thousand views in an hour. Whoa.
这不好笑。我很尴尬。这很尴尬。没有人会这样做。算了。我发了。去抓住你的粉丝吧。回来。我觉得一个小时内有十万次点击。哇。
At one Lincoln dealership in Pennsylvania, there is a salesman who lives a double life. But this double life is far from secret. Today, I'm speaking with Russ Flips-Wips, the world's most famous car salesman, whose impressive 700,000 social media followers tune in regularly for his insights, tips, and hilarious skits about the car market. We discuss getting 60 million monthly views on his social media content, what it takes to become TikTok famous in the car business, how much money he makes selling cars versus creating content, juggling fame while selling Lincolns, and much more. Don't forget to click subscribe so you never miss an episode.
在宾夕法尼亚州的一家林肯经销商那里，有一位销售员过着双重生活。但是这种双重生活并不是秘密。今天，我正在采访拉斯·弗利普斯-韦普斯，这位世界上最著名的汽车销售员，他有着令人印象深刻的70万社交媒体粉丝，他们定期收看他关于汽车市场的见解、技巧和滑稽小品。我们讨论了他在社交媒体上每月获得6000万次观看的内容，成为汽车行业里的TikTok名人需要什么条件，他卖车和创作内容赚取的钱数，同时处理名气和销售林肯车所需的技巧等等。别忘了点击订阅，这样您就永远不会错过任何一集。
What's up, everyone? This is Car dealership guy. You're listening to the Car dealership guy podcast, which is my effort to give you access to the most transparent insights into the car market. But before we get into the show, this episode was brought to you by Private Auto, the first transactional marketplace that enables a safe and secure way to buy and sell vehicles privately. Private Auto provides a self-service platform that removes the middleman and uses proprietary banking technology. This allows buyers and sellers to safely complete a private party sale on their own at any time. They've thought of it all, identity verification to avoid scams, an e-bill of sale to simplify the paperwork, instant transfer of money between buyers and sellers, and so much more. Learn more at privateauto.com and use code CDG to list your car for free.
大家好，我是汽车经销商的人。你正在收听汽车经销商的播客，我努力为你提供对汽车市场最透明的见解。在我们开始节目之前，这一集的赞助商是Private Auto，这是第一个能够安全方便地进行个人买卖汽车的交易市场。Private Auto提供一个自助平台，去掉了中间人，利用独有的银行技术，让买家和卖家可以在任何时间安全地完成个人交易。他们考虑了一切，包括身份验证以避免诈骗，电子销售账单以简化文件工作，买家和卖家之间的即时资金转移等等。想了解更多请访问privateauto.com，并使用代码CDG免费列出你的汽车。
This episode is also brought to you by AutoFi. Most digital retail platforms are limited in their capabilities and fall short on empowering dealers to convert shoppers into buyers while protecting profitability. AutoFi delivers done deals by empowering your dealership with the technology to land customers on the right vehicle and deal. From payment configuration, F&I product selection, credit and real-time lender offers, plus the back-end selling tools to help close the deal. This accelerates the deal no matter where the customer is on the dealer's website, over the phone or in the showroom, and translates to a faster sale with better customer experience and higher profits. In fact, the most engaged dealers on AutoFi see $411 more back-end PVR versus non-auto-fi deals. Go to autofi.com slash CDG to learn more or click the link in the show notes below. That's autofi.com slash CDG and start working with done deals today.
本集节目还由AutoFi赞助。大多数数字零售平台在功能上存在局限，并未赋予经销商将购物者转化为购买者的能力，同时保护盈利能力。AutoFi通过为您的经销商提供技术，使客户选择正确的车辆和交易，从而提供成交交易。从付款配置、F&I产品选择、信用和实时贷款人提供的报价，再到帮助完成交易的后端销售工具。无论客户在经销商网站、电话或展厅的何处，都可以加速交易，实现更快的销售，提升客户体验和利润。事实上，在AutoFi上最积极参与的经销商与非AutoFi交易相比，后端PVR多获得了411美元。访问autofi.com/CDG了解更多信息，或点击下面节目说明中的链接。即刻访问autofi.com/CDG，开始与成交交易合作。
Russ flips whips on the CDG podcast. Russ, welcome. Thanks for having me, Hot and Yo, it's so nice to be here. Can I call you the world's most famous car salesman yet? That's a pretty bold title to take. I think if you're going off views over the last year, I think I might own that title. I don't know how to calculate that, but I think I'm definitely up there for sure.
Russ 在 CDG Podcast 上展示了他的鞭子技能。 Russ，欢迎。感谢你邀请我，很高兴来到这里。我可以称呼你为世界上最著名的汽车销售员吗？那是一个相当大胆的头衔。我觉得如果按照过去一年的点击率来看，我可能拥有这个头衔。我不知道如何计算，但我肯定在榜单上。
Well, for anyone listening, I sort of made you show me your analytics here before the podcast. So I confirmed it. You are doing over 60 million views per month across Instagram, TikTok, YouTube. I mean, you're crushing it. And it's been truly incredible swatching that. You have over 700,000 followers, right? We added up all your platforms, saw that as well. So I'm sure, you know, these numbers aren't new to you, but you're killing it. And it's really awesome to see what you've done to the industry. Well, thanks. I really appreciate that, man.
嗯，对于任何在听的人来说，我在播客之前让你展示了你的分析数据。所以我确认了一下。你每月在Instagram、TikTok、YouTube上的观看量超过6000万次。我是说，你太厉害了。看到这些真是令人难以置信。你有70万以上的粉丝，对吧？我们把你所有的平台都加在一起了，也看到了这个数字。我相信，你对这些数字并不陌生，但你的表现真的很出色。看到你对这个行业所做的贡献真的很棒。
嗯，谢谢。我真的很感激，伙计。
There's a lot to talk about today. We'll put social media aside for now. And plus, you know, a lot to discuss about your future, your media. I mean, I'm so, so curious. And I'm sure the audience is as well, just how you've really come up in this automotive media space. Let's take it back, right? Start, just start us off for us with your, how you got into the car business, right? Give us that background. I feel like nobody ever is truly like, I'm just going to get into the car business. You know, a lot of people, maybe it's a family member or a friend gets them into it. I don't think if you asked any fifth grader in America what they want to do for a living. I don't think they're going to say be a car salesman. Everyone stumbles into it in their own kind of way. Wouldn't you agree?
今天有很多话题要讨论。我们暂时不谈社交媒体。而且，你知道，关于你的未来、你的媒体，有很多要讨论的。我的意思是，我非常、非常好奇。我相信观众也是，你是如何真正在汽车媒体领域崭露头角的。让我们回顾一下，对吧？从你进入汽车行业的经历开始讲起。给我们一些背景。我觉得没有人真的会说，我只是想进入汽车行业。你知道，很多人可能是被家人或朋友介绍进去的。我觉得如果你问美国的任何一个五年级学生，他们未来想从事的职业，我不认为他们会说要当汽车销售员。每个人都以自己的方式误入其中。你同意吗？
I mean, I don't know. I don't think I agree with that. And I think most people don't intend on staying in the business. So, no way. But yeah, but how did you stumble into this business? Yeah. So at 15 years old, my best friend at the time, his dad was the general manager at the Lincoln dealership beyond the Lincoln and Roville, right outside Pittsburgh. And it's still where I currently work. And he had slept over on Friday night and he was just kind of telling me like, yeah, I got to go to work tomorrow morning. My dad is going to pick me up. We're going to clean cars, really nice cars. I make $10 an hour and we get free pizza on Saturdays. At 15 years old, I was like, dude, that is like the craziest job I've ever heard of. Like I need to do that.
我的意思是，我不知道。我不认为我同意那个观点。我认为大多数人没有打算留在这个行业。所以，绝对不会。但是，你是如何偶然进入这个行业的呢？是的。所以在我15岁的时候，当时我的好朋友的爸爸是匹兹堡郊外林肯经销店里林肯和罗维尔的总经理。这也是我现在工作的地方。那天晚上他在我家过夜，他告诉我说，他第二天早上要去上班，他爸爸会来接他，我们要去清洁汽车，非常漂亮的汽车。我一个小时赚10美元，周六还可以免费吃披萨。我当时15岁的时候，我觉得，哥们，这个工作简直是我听过的最疯狂的工作。我需要去尝试一下。
And that morning, his dad came to pick him up at about eight a.m. I walked out to the car with him and I tapped on the window and I said, hey, can I come to work? I want to work with you. You know, and I wasn't even expecting to go to work right then and there. He was like, get it on. I can work today. You can start today, man. I know you have a good work ethic. Started washing cars, not selling, just washing them at 15 years old. Then my senior year of high school, our principal announced essentially a work release program. He would allow us to come to school for four periods and you could leave after fourth period, cut out all those annoying electives, or jam, all that stuff that kind of awaits the time, in my opinion. And if you had a job, you can go work or if you want to go take college credits, you could do that.
那天早晨，他爸爸大约在上午八点来接他。我和他一起走到车边，敲了敲车窗，说：“嘿，我能跟你一起工作吗？我想和你一起工作。”我甚至没想到当时就去工作。他说：“就干吧。今天我可以工作。你可以今天开始，伙计。我知道你有很好的职业道德。”15岁时开始洗车，不是卖车，只是洗车。然后在高中的毕业年，我们校长宣布了一个工作释放项目。他允许我们上学四节课，第四节课后可以离开，取消所有那些令人厌烦的选修课，或者糊里糊涂的东西，在我看来是浪费时间。如果你有工作，你可以去工作，或者如果你想上大学学分，你也可以去做那个。
College was in the picture for me at the time, but I didn't want to take college credits. I was just like, I'm not going to leave school to do more school, but if I can leave school to work, I'm going to do that. And I approached my general manager who at this point is like a father to me. You know what I mean? I've been working at the ownership for three years now. I had a great relationship with him. I said, hey, you think I could start work, coming to work at like 12 o'clock. And I'll stay until closed to wash cars. And he's like, what do you mean? They're going to let you out of school. I said, yeah, I can leave school and come wash cars for my senior high school. He goes, dude, you're not going to leave school to wash cars. I'm not doing that to you, but you can sell them. I go, wait, wait, wait, wait, I'm in high school. I can't sell cars. He goes, are you 18? I said, yeah, then you can sell cars. And that's how it all started.
当时我有考虑上大学，但我不想拿大学学分。我觉得，我不想离开学校去继续学业，但如果可以离开学校去工作，我就会选择这样做。我找到了当时对我来说就像父亲一样的总经理。你知道我是什么意思吧？我在这家公司工作已经三年了，和他的关系非常好。我说，嘿，你觉得我可以在12点开始工作吗？然后一直工作到关门前清洗汽车。他问，你是什么意思？他们会允许你早离开学校吗？我说，是的，我可以提前离开学校然后来清洗汽车。他说，伙计，你不会为了洗车而离开学校的。我不会同意你这样做，但你可以去卖车。我说，等等，等等，等等，我还在上高中，我不能卖车。他说，你满18岁了吗？我说，是的，那么你就可以去卖车了。就是这样，一切就这样开始了。
I started selling cars while in high school. I love it. What did your parents think about all this? Yeah. So my mom has always been in sales. I guess that's where I get that gift of GAB. But my mom and my grandparents are very involved in my life. They helped raise me at certain points in my life. And my dad, who was living at Alaska at the time, but was still pretty involved in my life. They were all like, that's fine. That's a cool little thing to do. But you know, Russia, you're bright. I'm not this genius, but I'm an ABC student, a more B's and A's than C's. But I did pretty good in school, you know, could have easily got into most colleges, you know, university, state school, whatever. You know, like you can sell cars, but hey, you know, let's not forget you're going to go to college. You're going to be the first guy in the family to go and get a four year degree. And you're going to go do this, that. And that was kind of the plan initially. I was like, okay, I'll sell cars after school, but you know, we'll do college when high school ends. And I just was making decent money for a high schooler, man, selling cars. And I kind of had that conversation that I wasn't going to school and I was going to sell cars. And there was mixed emotions. Definitely, you know, the grandparents were like, no, you got to go to school. Like you have to have to go to college. Like you don't want to be a car salesman. I don't think it has the greatest stigma around it being a car salesman.
我在高中时就开始卖车了。我喜欢这份工作。你父母对此有什么看法呢？对，我妈妈一直在销售行业工作，我想那就是我善于沟通的天赋所在。但是我妈妈和我的祖父母在我生活中一直很重要。在我生命中的某些时刻，他们帮助我成长。我爸爸当时住在阿拉斯加，但仍然很关心我的生活。他们都说，做这个没问题，是一个很酷的小事。但是你知道，俄罗斯，你很聪明。我不是什么天才，但我是一个成绩在B和A之间的学生。我在学校表现得不错，本来就可以轻松进入大多数大学，无论是国立大学还是州立学校。你可以卖车，但嘿，别忘了你要上大学。你会成为家族中第一个拿到四年学位的人。你要去做这个，那个。最初的计划就是这样。我想，好吧，放学后我会卖车，但你知道，高中毕业后我们会上大学。我当时以高中生的身份挣了可观的钱，卖车。我告诉他们我不打算上学了，我要继续卖车。他们的反应各异。祖父母们肯定是说，不，你必须去上学。你不能当个卖车员。我觉得当做卖车员的声誉并不是很好。
So tell us like, what was that first year like for you? Right? First year selling cars, just like give us the behind the scenes. So first year selling cars was awesome. I mean, it was tough. I got so many people were like looked out on me as customers. You'd get that one customer that was like, wow, this kid's a go-getter. He's hungry. He's in high school and they would treat me so right. And then I had like grown men just think you're a typical construction worker. Like, yeah, I'm not buying at this price sport. Now go get your manager.
那么告诉我们吧，对你来说第一年是什么样的？卖车的第一年是怎样的，给我们揭示一下幕后情况。所以卖车的第一年是很棒的。我是说，那是很艰难的。很多人就像是把我当成了客户。你会遇到那种一个客户会说，哇，这个孩子很有进取心。他很渴望成功。他还在上高中，他们对我特别友好。然后还有一些成年男子觉得你就是典型的建筑工人。就像是，“是啊，以这个价格我可不买，孩子。现在去找你的经理吧。”
You know, just like so rude to me. So how'd you deal with that, right? As a young up-and-comer in the industry, how did you deal with that? So at first, like terribly, like super nervous. Like, then I got to get my manager right back. Like I'd go run into my manager. But I had- Yeah, you were that guy. Yes, definitely. But I had such good training at my dealership. True 1980s car salesman Joe Ferrero, true car guy, still works at our dealership, still trains, just so good at what he does. And he put it to me in such good words. He goes, Russ, how many, you know, I'm in high school. I have many cars you sell last month, Russ. And this is after a pretty bad experience I have with a customer guy just acted like he knew everything.
你知道吗，对我太粗鲁了。你是如何处理的呢？作为行业中的年轻新秀，你是怎样处理的？起初，我非常紧张。我会立刻找我的经理。但是，我在经销商接受了很好的培训。真正的1980年代汽车销售员Joe Ferrero，他至今仍在我们经销商工作，仍在培训，做得非常好。他用非常好的话语告诉我，说，拉斯，上个月你卖了多少车？这是在我和一个顾客有了一次非常糟糕的经历之后，那个人表现得就好像什么都懂一样。
I knew nothing. I was, you know, wasting his time. He goes, Russ, how many cars you sell last month? I go, I think I did nine, 10. He goes, that's more cars in one month than most people buy in their lifetime. You're the expert. Don't let anyone ever tell you otherwise. And like that conversation really shifted my mindset. I'm like, I am the expert. You know, he's like, dude, you've sold 40 cars since you started. You know, but not less than 1% of the population will buy 40 cars in their lifetime. You are an expert. Keep that in mind as you're showing these cars, you know more than they do. Don't come off as cocky or brash, but you're the expert, dude.
我一无所知。我只是在浪费他的时间。他说，拉斯，上个月你卖了多少辆车？我说，我觉得我卖了九、十辆。他说，那一个月卖那么多车，比大多数人一生能买的车还要多。你是专家。不要让任何人质疑你。这段对话真的改变了我的思维。我觉得自己是个专家。他说，老兄，你自从开始以来就卖了40辆车。但不到1%的人口会一生买40辆车。你是个专家。记住，当你展示这些车时，你比他们懂得更多。不要显得自负或傲慢，但你是专家。
There's no reason ever be flustered or worried. And that's kind of when I turned it on and started to get really good at what I did. So yeah, he built your confidence, which is great. Tell me about what was the actual training for you, right? As again, a young up-and-comer. How were you really trained? Like, give me the tactics. Yeah, absolutely. So we do a lot of, at the time, we're doing a lot of true like Joe Verde training, which is just like your typical meet and greet. Like, how do you say hi to the customer? Like, you know, there's some dealers you walk in like, hey, what's up? How you doing? You know, where it's, hi, I'm Russ. Thanks so much for stopping in to Beyondy, Lincoln today.
从来没有理由感到烦躁或担忧。那时候，我开始变得真正擅长做自己的事情。所以是的，他建立了你的信心，这很棒。告诉我，对你来说实际的培训是什么样的？作为一个年轻有为之人，你是如何被真正培训的？给我一些策略。是的，绝对。我们当时做了很多真正的Joe Verde培训，就像你典型的见面问候一样。你如何和顾客打招呼？有些经销商走进去就说“嗨，最近怎么样？”你知道的，而在我们这里，是“嗨，我是Russ。非常感谢你今天来到Beyondy Lincoln。”
What brings you folks out today? Sales or service? Oh, great, yes. You're here for sales. Well, I'm Russ once again. Here's a couple of my business cars. It's an honor to be serving you today. And then you ask for the trading. You know, we role play and my manager, Joe, did such a good job of explaining why you do things. So hey, yes, you wanna save some time today? Great. Why don't I have my manager look at your trade-in while we go look at the new car? And then you explain why we do that.
今天你们是来做什么的呢？购买还是服务？哦，好的，是的。你们是来购买的。我叫Russ，很高兴今天能为你们服务。这是我的名片。然后你要求进行交易。你知道，我们进行角色扮演，我的经理Joe做得很好，解释了为什么要这么做。所以，嘿，是的，你今天想节省一些时间吗？太好了。为什么不让我的经理看看你们的旧车，我们去看看新车呢？然后你解释为什么这么做。
One, it's to save the customer time. Two, it's so we can have their car looked at, so then we already have figures for them. So it would be, hey, I mean, we already looked at your car, at least coming for a five-minute proposal. So everything, it wasn't just like, here's the process. It was, here's the process of why. And that manager, Joe Ferrero, we ran the same meeting for like four years straight. Like the same meeting, the same stuff. And they always just talk about how like Tom Brady, Grady's quarterback of all time would start practice by taking snaps from the center.
首先，这是为了节省客户的时间。其次，这样我们就可以检查他们的车辆，这样我们就已经有了数据。所以就像，我是说，我们已经检查过你的车了，至少可以来看一个五分钟的提案。所以一切都不仅仅是简单的流程。而是流程背后的原因。那位经理乔·费雷罗，我们连续举行了四年的同样会议。同样的会议，同样的内容。他们总是谈论汤姆·布雷迪，他是有史以来最伟大的四分卫，他会从中锋处开始练习。
I mean, the most mundane thing, but the basics, you know, everyone wants to come in and learn how to be a master negotiator in all these crazy word tracks. But if you just know the process and how, you're gonna close it if you know the fundamentals. You're gonna close it at a pretty high percentage. A lot of guys do meet and greet, test drive numbers, then do the trade, then, you know, and they do it all backwards. And the problem is you do it all backwards and you sell a car one time and you think, oh, well, that worked. That worked. I'm doing it my way. My way worked.
我是说，最平凡的事情，但是基本的东西，你知道的，每个人都想进来学习如何成为所有这些疯狂话术的谈判大师。但是如果你只是了解流程和方法，如果你知道基础，你就会成功地结束交易。你将以非常高的成功率结束交易。很多人先见面问候客户，然后进行试驾和报价，然后再进行谈判，然后他们做事情都是颠倒的。问题在于你颠倒了一切并且成功售出汽车一次后，你会认为，哦，那起作用了。那起作用了。我正在按照我的方式做。我的方式行得通。
And then that guy is a nine-car, eight-car, a month guy for the rest of his life because he tries doing it his way. Mm-hmm. Timeless advice, my friend. I love to hear it. So before we get into media and just your astronomical rise, what was that first year like from you like financially, right? Were you making more money than you've ever made? I mean, how much were you making? What was that like? Well, I was in high school. So of course I was definitely making more money than I ever made. You know, you figure, so if we take the year of 2017, I'm in high school from January to essentially end of May, and I'm working part-time.
然后那个人一生下来就是每个月九辆车，八辆车的人，因为他尝试用自己的方式去做。嗯。朋友，这是永恒的建议。我很喜欢听到这个。所以，在我们谈论媒体和你的迅速崛起之前，你的第一年是怎样的，是在经济上？你挣的比以往任何时候都多吗？我是说，你挣了多少钱？那感觉怎么样呢？嗯，我当时还在高中。当然我肯定挣的比以往任何时候都多。你想想，比如我们来看2017年，我从一月到五月底基本在高中上学，同时还在兼职工作。
I'd have to double check, but I think I eclipsed right over 50 grand that year as a half of the year, part-time, half of the year, full-time. That was crazy money. Like that was like ridiculous for me. I mean, I went and bought a house. Like that when I turned that summer, I bought a house, you know, a 90,000-dollar house. I mean, I just was living large, had a house, had a brand new Lincoln. I mean, all of 50 grand to them. I mean, it was like, you know, it's, it's really, it's a lot of, I mean, some people would say in 2024, that's a poverty wage, but I'm pretty smart with my money, you know, I'm a good saver. So a 19-years-old brand new Lincoln, a nice little house. I mean, I just, I just felt like the man, you know, it was crazy. All my friends were just starting to go to college, poverty, drink. I'm over here slaving away at the dealership.
我得好好核对一下，但我觉得那一年我挣了五万美元，一半时间是兼职，另一半时间是全职。那是疯狂的钱。对我来说那简直就是荒谬的。我的意思是，我去买了一栋房子。就在那个夏天，我买了一栋价值九万美元的房子。我的意思是，我过得很奢侈，有了一栋房子，还有了一辆全新的林肯。对他们来说，五万美元，我是说，你知道的，真的是，一些人可能会说在2024年这就是贫困工资，但我对钱挺聪明的，我是个好存钱的人。19岁就有了全新的林肯，一栋漂亮的房子。我的意思是，我就觉得自己是个大人物，你知道的，太疯狂了。我的所有朋友都刚开始上大学，挣得很少，喝酒。而我却在汽车经销商那里辛勤工作。
This episode is brought to you by my very own car dealership guy, Industry Job Board. CDGjobs.com, my industry job board connecting the best talent and automotive with the best companies will remain absolutely free for CDG listeners to post and fill available roles at their companies. This free job board is for anyone in automotive, vendors, dealers, lenders, manufacturers, auto tech, everyone. Already, over 100 companies have posted open positions, including lithium motors, recurrent, credit acceptance, Vero's credit, cars, commerce, shift digital, plug, full path, Westlake trade pending, you get the point. The best part is that when these companies hire through CDGjobs.com, they are hiring the most informed candidates in the marketplace. So don't hesitate. You can add your open roles today by visiting CDGjobs.com or clicking the link in the show notes below. That's CDGjobs.com.
这一集是由我的私人汽车经销商Industry Job Board推出的。CDGjobs.com，我的行业招聘网站，连接最优秀的汽车人才和最好的公司，将继续为CDG的听众提供免费发布和填补公司职位的机会。这个免费的招聘网站适用于所有汽车行业工作者，供应商、经销商、贷款人、制造商、汽车技术人员，所有人都可以使用。已经有超过100家公司发布了空缺职位，包括锂动力汽车、Recurrent、信用接受、Vero's credit、汽车商务、Shift Digital、Plug、Full Path、Westlake Trade Pending，你明白了吧。最棒的部分是，当这些公司通过CDGjobs.com招聘时，他们正在雇佣市场上最了解行情的候选人。所以不要犹豫。您可以通过访问CDGjobs.com或点击下方节目说明中的链接添加您的空缺职位。这就是CDGjobs.com。
Prior to media, which is what I want to ask you now, or next, what were your aspirations? Right? Did you think you were going to just stay in the dealership? Did you have aspirations beyond that? What was going through your head? Before I got in the car dealership, I feel like I wanted to go to the NFL and I found out very quickly into my high school football career, that wasn't going to happen. So then I had to, okay, not go to the NFL. I'm not as good as football as I thought. But I was a freshman in high school. I was bigger than a lot of guys. I was 5'10", 160 pounds. I'm still 5'10", 160 pounds. So I hit that early growth spur. So NFL dreams out the window, D1 football out the window. What am I going to do? I was always good with, my whole life, I've been told I was a good salesman, just a good talker, could get people to see eye to eye with me persuasive. And you know, I always had dreams of, you know, in high school, go to college, get a business degree, do what with it. I don't know. But that was just, that just felt like the cookie cutter plan that all of my teachers and guidance counselors were pushing me towards.
在谈到媒体之前，我想问你的是，你以前有什么志向？对吧？你是不是觉得自己就会一直待在汽车经销店里？你有没有更远大的志向？你当时在想什么呢？在我进入汽车经销店之前，我觉得自己想要进入NFL（美国职业橄榄球联盟），但很快在高中足球生涯中我发现了这是不可能的。所以我必须认清，不能进入NFL。我并不像我自以为的那么擅长橄榄球。但我是高中的新生，比很多人都高，我是5英尺10英寸，160磅。现在我还是5英尺10英寸，160磅。我有过早熟的生长期。所以NFL梦想破灭了，D1大学橄榄球也破灭了。那我该怎么办呢？一直以来，我都很擅长，我的一生中，人们总是告诉我我是个好推销员，能很好地说服别人，让人们接受我的观点。你知道，我总是梦想在高中毕业后上大学，获得商业学位，然后做什么，我不知道。但那似乎就是我所有老师和指导顾问都在推动我朝着的传统计划。
I mean, when I told some of my teachers come in like April, May, because I had enrolled in college, I had like had everything set up to go to college, that I was not going to do that and go to continue working at this dealership. I mean, they looked at me like I was an idiot. And I make more than every single person in that building. And that's not to be insulting or degrading of a teacher or principal or anybody. But it's like, dude, you can't, you're going to ruin your life for us. Like you got to go to college, you could do business, you
我的意思是，当我告诉一些老师我打算在四月或五月份辞职，因为我已经在大学注册了，我已经准备好去上大学了，我不打算这样做，而是继续在这家汽车经销商工作。我的一些老师看我的时候，他们像看傻子一样。而事实上，我在那家公司赚得比每个人都多。这并不是要侮辱或贬低老师、校长或其他人。但这就像是，伙计，你不能为了我们毁了你的生活。你得去上大学，可能你可以做生意，做出更好的生活。
could, you could do this. Like you go, go into, and I was like, I'm just doing my own path guys, you know, 99% of my school probably graduated once to college. I'm going to be the 1%. I'm going to, I'm going to go the other way. And I'm sure as we get more into this conversation here, a lot of people listening are going to realize that it did work out for me very well. Well, I mean, safe to say, right? From, from contemplating college and sticking in the car business, which is, you know, to, to becoming a media savant. I mean, again, 700,000 followers and hundreds of millions of impressions. It's a, it's no joke.
你可以做到的。就像你们走自己的路一样，我也在走自己的道路，你们知道，99%的同学可能会上大学毕业，而我将成为那1%。我会选择另一条道路。随着我们深入谈话，很多人会意识到这对我来说确实很成功。我是说，可以这么说吧？从考虑上大学，一直留在汽车行业，到成为一个媒体大师。我意思是，再一次，有70万关注者和数亿的印象。这可不是开玩笑的。
And I, and I know, you know, I know what it takes, you know, to operate at that scale. And it's just, it's truly, I mean, really incredible how you've, how you've grown your brand. Let's, let's shift into content and media. I think this is something that's really interesting to a lot of people. And a lot of people are wondering, you know, can I do this as well? Can I grow in social media? Can I make money from this? So tons of questions. I guess first things first, right? Why did you start creating content? Like what was, what happened that one day you decided, I'm going to, you know, I'm going to create my first piece of content.
我知道，我知道，你知道，我知道要达到那种规模需要什么。真的，我是说，真的令人难以置信你是如何发展你的品牌的。让我们转向内容和媒体吧。我觉得这对很多人来说都很有趣。很多人都在纳闷，我也能做到吗？我能在社交媒体上发展吗？我能从中赚钱吗？有很多问题。我想首先，为什么你开始创作内容？是什么让你有一天决定，我要，你知道，创作我的第一篇内容呢？
I work at a Lincoln dealership and it's a standalone Lincoln dealership. You can imagine there's not people beating down the door to come by a brand new Lincoln. We do well. We sell lots of cars, but we're not a high volume, 200, 300 a month car dealership. Like you see with a toy out a dealer, for example. So there is some downtime. I realized early into my career, I got to manage that downtime and it started with making reviews on Lincoln's what, what I had in front of me. I hate, you know, I had $3 million of inventory at my disposal. You know, I got a $100,000 and a half a gator and it all started where it all clicked in my head where I can garner views and get attention and get eyes on Russ was with the 2020 Lincoln Aviator was a very exciting car. It was Lincoln's probably biggest and baddest car at the time.
我在一家林肯经销商工作，这是一家独立的林肯经销商。你可以想象并不是有很多人排队来买一辆全新的林肯车。我们做得不错，销售了很多车，但我们并不是高销量的汽车经销商，每个月销售200、300辆车的那种。例如，你在一家玩具经销商那里看到的情况。因此会有一些空闲时间。我在我职业生涯的早期就意识到，我必须管理这些空闲时间，从评价眼前的林肯车开始。我讨厌，你知道吗，我手头上有300万美元的库存。我有一辆价值10万美元的吉特和一辆半。一切都是从我意识到我能够吸引关注并让人们关注的时刻开始，与2020年的林肯飞行家一同出现。这是一辆非常令人兴奋的车，在当时可能是林肯最大最豪华的车型。
A lot of hype around it. And my dealership was one of the first in the country to really get their hands on it. It was a demonstration model. Didn't work. Not even everything in the car worked was turned on, but it was just there to put our eyes on it. And I said to a friend, I handed him my camera. I go record me. He goes, what are you going to say? I don't know. But record me. And I just walked around the car pointed out what I liked on it, talked about some cool things, showed the whole car, upload that video, went to a friend's house in West Virginia that was headed and adultize, Video created one. I'm going to get used to it all right. Move on Capitol. You get used to it all right up behind your pit camera. I don't mock, I never do enough light on theless underneath a tent in your riding. That's it.
有很多宣传。而我的经销商是全国第一个真正得到这个车的。它是一个演示模型。什么都不工作。甚至车上的一切都没有开启，但它就在那里让我们看一眼。我对一个朋友说，我把相机递给他。我说录像。他说，你要说什么？我不知道，但录像。然后我就在车周围走动，指出我喜欢的地方，谈论一些酷炫的东西，展示整辆车，上传了视频，然后去了一个位于西弗吉尼亚的朋友家，那里有一个成人派对，视频制作完成了。我会慢慢习惯的。前往国会大厦。你会慢慢习惯地把摄像机放在背后。我不挑剔，我从不做不够好。在你骑车时光线不足的帐篷下。就是这样。
I just found the stairs frame to their own auction in front of the other hand into the crazy car. Right in there because. And Jung EdLarry just threw it down like, and you know, it didn't anyroscopy. And tionated. I didn't get used to it later, and everybody would Car. and during COVID they kind of dried up a little bit less inventory. Not as exciting to talk about Lincoln was kind of in a transition brand where we were kind of rocking with what we had. You know the lineup wasn't going to change for a year or two. I sort of nothing new to make videos on.
我刚刚发现他们自己的拍卖楼梯框架在另一只手里变成了疯狂的汽车。就在那儿。而Jung EdLarry只是像扔掉一样，你知道，它没什么价值。我后来也没习惯，每个人都在谈论汽车。在COVID期间，库存有点减少。谈论Lincoln就没有那么激动人心了，因为它处于转型期，我们只能依靠手中已有的汽车。你知道，排名不会在一两年内改变。我想是没有新内容可以制作视频了。
That's why I stumbled upon this app called TicTok. And I think there were some core sales guys making some funny content, some entertaining content, some educational content. Now that's pretty cool. I can do that. So I started making TicToks. And I was only on TicTok and I, you know, I made a couple of videos on. Here's how I get a couple extra customers. I mean this is one of my first viral videos on TicTok. And for at the time for me viral was like 50,000 views. It was so cool, man. I remember the rush. I told a little story about how I'll get an extra up on Saturday that when lunch comes in and everybody goes to eat lunch, I stay up front. And you know if a customer comes in, it's my customer because everyone's eating pizza.
这就是为什么我发现了这款名为TicTok的应用。我觉得有一些核心销售人员制作了一些有趣的内容，一些娱乐内容，一些教育内容。现在这很酷。我也可以做到。所以我开始制作TicToks。当时我只在TicTok上，我做了一些视频。这就是我如何得到一些额外客户的方法。这是我在TicTok上的首个病毒视频之一。那时候对我来说，病毒视频就是有5万次观看。这太酷了，伙计。我记得那种激动。我讲了一个小故事，关于我在周六额外赚钱的方式，当午餐时间到来时，大家都去吃午饭，我还留在前台。所以如果有顾客进来，那就是我的顾客，因为大家都在吃披萨。
And I was like, okay, cool, cool, cool. If I give core sales advice, that'll get some views and the car sales advice was doing okay. But then I was like, how do I get those big numbers, those big views? You know, I really want to entertain people, educate people, talk about things. And that's where I started to really try. And I really took the media serious. And that's when I started to make educational and entertaining videos that everybody can enjoy. You don't have to, because car sales advice is only applicable to car sales mode. If you're a single mother of three, I can't imagine you're watching a car sales advice video, you know.
我当时心想，好的，很酷，很酷，很酷。如果我给出核心销售建议，可能会有一些观看次数，而汽车销售建议表现还不错。但后来我想，我怎样才能获得那些大数字，那些大观看次数呢？你知道的，我真的想让人们感到娱乐，教育他们，谈论事物。这就是我开始努力的地方。我认真对待媒体。这就是我开始制作每个人都能欣赏的教育和娱乐视频的时候。你不一定需要看，因为汽车销售建议仅适用于汽车销售模式。如果你是一个三个孩子的单身母亲，我无法想象你会观看汽车销售建议视频，你懂的。
So how does Russ take us content to the next level? And that was making content that is consumer and dealer friendly that everyone can watch and get something out of and enjoy. And find funny or find entertaining or find educating. You know, I've taught car sales vets 30 years in the business things that for whatever reason, I know when they don't, that just by talking about it. Or I've taught consumers that I bought 30 cars. Oh, I never knew about that little tip and trick. That's good. I'll use that. So just stuff that everyone can enjoy.
那么，Russ 如何将我们的内容提升到更高水平呢？那就是制作适合消费者和经销商的内容，让每个人都能观看、从中获益并享受其中。无论是觉得好笑、有趣，还是觉得有教育意义。你知道，我曾经教过车销售老手们30年的行业经验，有些事情他们可能不知道，但我却能通过谈论它们。我也教过购买了30辆车的消费者们一些小窍门。哦，我从来不知道这个小技巧。太棒了，我会用上的。所以就是让每个人都能享受的内容。
Did you have any inflection points? Would you say in your growth? Like, was there any points where you said, wow, like, you know, you really like up leveled, took a next step? Was there any specific content that you created? Or was it really just consistent, you know, kind of pummeling every single day putting out more content? A lot of its trial and error, you know, this video work, this didn't let's double down this type of video. There's one specific video on TikTok, first million hits, and I've modeled every video, not completely after, but the thought process. In this video, I almost didn't post it. Yes, I literally almost didn't post this video. I didn't like it. I didn't like the way it turned out. I didn't think it was funny. I just, what was it? What was the video?
你有任何转折点吗？在你的成长过程中，你会说有吗？比如，有没有某些点让你感觉“哇”，你真的有所提升，迈出了下一步？你有创作过任何特别的内容吗？或者说只是持续不断地每天发布更多内容？很多时候都是试错的过程，你知道，这个视频效果不错，那我们就继续做这种类型的视频。有一个特定的TikTok视频，第一个获得一百万次点击，我参考了那个视频的思维模式，虽然并不是完全模仿。在这个视频中，我几乎没发布。是的，我真的几乎没有发布这个视频。我不喜欢它。我不喜欢它的效果。我不觉得它有趣。我只是，那是什么？那是哪一个视频？
So it was when it was the goods. Yeah. It was when the customer knows more than the salesman and my younger brother. I saw that. Yeah. So my younger brother, who was my full time behind the scenes camera guy for the most part, I said, Hey, we're going to make this video. You're going to be the sales guy. Because I was the sales guy in every video. I was never we were doing we were doing skits kind of before then. None of them got a fun attraction. But I said, I'm going to be the customer this time. That'll be funny. I'll be the customer. And I just pretend to be the customer that knew every single fact statistic and figure about the car and that I didn't need the salesman's help and that just give me your best price. And I like watch it 10 times. Yes. I watch this video 10 times. And I go, I don't like it. This isn't funny. I'm cringe. This is cringy. Nobody acts like this. Whatever. I posted it. Go take your customer. Come back. I think a hundred thousand views in an hour. Oh, whoa.
所以当时情况变得有趣了。是的。那时候顾客比销售员和我的弟弟更懂一些。我看到了。是的。所以我弟弟，他大部分时间都是我的幕后摄像机助手，我说，嘿，我们要拍这个视频。你要当销售员。因为在以往的每个视频中，我都是销售员。在那之前，我们在做一些小品，但都没有什么吸引力。但我说，这次我要当顾客。这会很有趣。我假装是一个顾客，知道关于车的每一个事实、数据和数字，不需要销售员的帮助，只需要给我你最好的价格。我看了这个视频10遍。是的。我看了这个视频10遍。然后我说，我不喜欢。这不好笑。我觉得很尴尬。没有人会这样做。无论如何，我还是发布了。带着你的顾客回来。一个小时后，视频有十万次点击。哇。
And that's when I stopped to think and you can't always think like, what do I find entertaining? Because there's there's videos that have so many views. I said, that's the dumbest thing I ever watched. And then there's videos that have no views that I like. So I try to take my personal take on the video too much into consideration. I also think it's a testament to this, you know, this social media game. It's so powerful. But you really, you know, like I looked the other day I've posted, like, you know, tweeted or posted on LinkedIn, like in total 18,000 times. And you'd think by that point, like, you know, the formula down to T. And yes, I mean, there's definitely, you know, strategies and things that work and things that resonate with more people than others. But at the end of the day, you're making a good point, which is that like, you can never be perfect, right? No matter how much you know the formula and how much you know the strategy and you think, you know, what people are going to resonate with, you just, you know, the market keeps you honest. And the audience sometimes surprises you when, you know, you put some content that suddenly, wow, like, I did not think this was going to do well. And it just crushes it. And it so happens to be all the time nowadays as well. I'm sure you've had this moment where you're like, this is the best post ever in a flops. Yeah. But I, you know, it doesn't have to.
这时候我停下来思考，你并不总是能想到自己到底喜欢什么样的内容？因为有些视频观看量爆表，我看完却觉得是我见过最蠢的东西。而有些视频几乎没人看，我却觉得很喜欢。所以我尽量不让自己个人的喜好影响太多在视频内容上的考量。我也认为这证明了社交媒体的力量。但你真的，你知道的，我最近查了一下，我总共发了，你知道的，推特或者在LinkedIn上发布了18000多次。你可能会认为，到了这个程度，你就能完全掌握技巧了。的确，有一些策略、技巧是有效的，能让更多人欣赏。但最终，你提出了一个很好的观点，那就是，你永远不能完美无缺，对吧？不管你对公式了解多少，对策略了解多少，以为自己知道的会引起共鸣，市场最终会让你清醒地看待。观众有时候也会让你大吃一惊，你发布了一些内容，而突然间，哇，我没想到这会这么受欢迎。而现在这种情况几乎每时每刻都在发生。我确定你也有过这种时刻，你觉得这是有史以来最棒的一篇帖子，却失败了。是的。而我认为，这并不一定要这样。
Yeah, no, but it happens. Yeah. How do you come up with ideas for your videos? Yeah. So I mean, originally it was just like on the spot, if I thought of something, I had to film it right then and there. And you know, a lot of it was based off of just things, like, because I would literally sit down and just take moments and think of ideas. Like, I want to, this is before I got super serious with TikTok. This is still in the early days. Like, I, you know, I have no appointments today, just finished up my follow up. I'm going to sit down and just think of ideas. And that's how it originally started. Then I started, but I would, I would come up with one idea, go film one video, boom, done for the day. Wasn't very seriously. All right, did enough work for today. I made one video. Then I was like, well, maybe I should put these ideas in my phone and keep track of them. And as they would come up, whether I was with a customer and an idea would spark interest, you know, husband, wife, arguing over the color of a car, for example. That's pretty funny, you know, I'm going to, I'll do a skit. Like, my wife isn't a lot of my videos. So I use her as the wife and a lot of my videos. And it's like, okay, I'll use, I'll do that video. That'd be funny. Husband and wife can't agree on something. Or, you know, or I'll see something on TikTok. Like, there was this trend on TikTok that down payments at car dealerships were illegal. I don't know if that ever came across your, your desk. But like, there was a lot of people on TikTok. It was going viral. Start stating that anytime a dealership charges you a down payment, it's illegal. And it's like, that's not true. So that forms some skits and ideas. And I would just log all these ideas.
是的，但这种情况偶尔也会发生。你是怎么想出视频创意的呢？最初是突发奇想，想到什么就马上拍摄。有很多灵感来源于生活中的点滴，坐下来思考创意。在深入进一步投入TikTok之前，我就已经开始这么做了。我会留出一整天没有预约，做完跟进后，就坐下来思考创意。最开始是这样的。然后，我会想出一个点子，拍摄一个视频，就结束了。并不是特别认真。然后我就想，也许我应该把这些点子记录在我的手机上，随时记下来。无论是在与顾客交谈还是在与他们生活中的情境中灵感突现，比如夫妻因汽车颜色争吵，这样的点子挺有趣的，我就会把它们制作成小品。我的妻子出现在很多视频中扮演妻子的角色。比如，我看到TikTok上有一个趋势，说汽车经销商的首付是非法的。不知道你是否也注意到了这个话题。很多人在TikTok上传播，声称任何时候经销商向你收取首付都是非法的。这显然是不正确的。这给了我一些表演和创意的灵感，我会把这些点子都记录下来。
I mean, I just went through them this morning because I was filming over a thousand ideas. I have, you know, probably half of them done 500 more to go. Some are great ideas. Some are home run ideas that would take a full scale production, like many movie ideas that I have that are just like those like moonshot ideas. And who's watching these videos? Like, what do you know about your audience? Right? Is this only consumers? Is it dealers? What is your audience look like?
我是说，今天早上我刚看了它们一遍，因为我在录制超过一千个创意。我大概完成了一半，还有500个待完成。有些是很棒的创意。有些是一触即发的创意，需要全面制作，就像我有很多电影创意一样。那些谁在看这些视频？你了解你的观众吗？这只是消费者吗？还是经销商？你的观众是什么样的？
Yeah. So I would say upwards of based on some polling I've done about 40% of my audience is working inside of the four walls of a dealership, car salesman, car dealerships, automotive tax, people working inside the four walls of the dealership. I think the other 10, 15%, 20% is people in the car industry vendors brokers, da da da da. And half the other people just like cars or like me.
是的。根据我做过的一些调查，我会说，我的观众中有大约40%在汽车经销商内部工作，比如汽车销售员、汽车经销商、汽车税务人员等。我认为另外10%到15%、20%是汽车行业的人，比如供应商、经纪人等。另一半的人只是喜欢汽车或者和我一样。
Tell me like, how has this impacted you at the dealership, right? You've getting all these views on TikTok and Instagram and whatnot, right? Like putting the media game aside, which the media game is super powerful, which we'll talk about on a dealership basis, right? If I'm if someone's listening to this and they're like, I want to emulate this, right? Like, I want to do something similar, right? First, first things versus has this positively impacted your sales or the business at your actual dealership?
告诉我，这个对你在汽车经销商的影响是怎样的，对吧？你在TikTok和Instagram上获得了这么多的关注，没错吧？就像把媒体游戏放在一边一样，媒体游戏非常强大，我们将在经销商层面谈到这一点，对吧？如果有人听到这个，并且想要模仿这种方式，对吧？我想做一些类似的事情，对吧？首先，这对你的销售或实际经销商业务有何积极影响吗？
1000%. I mean, the phone calls come rolling in, the people come and asking for me. And it has just been phenomenal. The response from the consumers, I mean, just just all positive things people calling in asking for me. One in a blue once in a blue moon, you'll get somebody that's just kind of wasting time to say hi, which is whatever I don't mind if somebody calls me just wants to talk to me and I'm free. Hey, that's a true. Oh, true, because they have they know where you works, so they can just call and just say what's up.
我是说，电话不断响起，人们纷纷来找我。而且反响非常好。消费者的回应非常积极，就是一直都是正面的，人们打电话来找我。偶尔也会有人浪费时间只是打个招呼，但我不介意，如果有人想给我电话聊天我有空的话，没关系。因为他们知道你在哪工作，所以可以直接给你电话。
Yeah, there was this. It actually drove my one associate crazy because I was off this like eight year old kid kept calling in. Is Russ flips lips there? I want to talk to Russ. Is Russ there? And he kept calling he called like 10 times. And then I finally picked up and I didn't even know it was him. I just because you know, the phone's ringing to everyone's desk and I picked up beyond the link and this is Russ. Is this Russ flips? Oh my gosh. And I'm like, yeah, this is Russ. Hey, man, I heard you were calling the other day like so nice to talk to your man. I'm surprised. I'm surprised you watched my content at eight years old. He's like, I love cars. I love you. Like, and it was, you know, we talked for a couple minutes and then I was like, Hey, buddy, got to get back to work, man. But hey, call anytime. And I was just, it was hilarious.
嗯，有一次发生了这件事。这件事实际上让我的一个同事发疯了，因为有一个像八岁孩子一样频繁打电话过来。 “拉斯翻盖唇在吗？我想和拉斯通话。” 他一直在打电话，像打了10次。最后我接起电话，我甚至不知道是他。因为你知道，电话响到每个人的桌子上，我拿起电话后听到：“这里是拉斯。这是拉斯翻盖吗？” 哦，天哪。我说：“是的，我是拉斯。嘿，老兄，我听说你前几天打了电话，很高兴和你聊天。我很惊讶你在八岁的时候就观看我的内容。” 他说：“我喜欢汽车。我喜欢你。” 我们聊了几分钟，然后我说：“嘿，伙计，我要回去工作了，但随时欢迎打电话。” 这简直太有趣了。
Yeah, it was so cool. What does your management think about all this? I mean, I would I have to imagine they follow you, like religiously because of this. Like, what do they just think about the whole, you know, the whole media thing and the impact it's had on the deal shape? Is it like, they like, you know, promoted or is it kind of like, yeah, like do what you got to do? Or what is it like? What's that relationship like?
是的，那真的太酷了。你的管理层对这一切有什么看法？我是说，他们肯定会像宗教信徒一样跟踪你，因为这个原因。他们对整个媒体事件以及对交易形态的影响持什么态度？他们会像，你知道的，提拔你，还是只是说，随你去做你该做的？关系是怎样的呢？
No, they love it. I mean, there is that balance, of course, of like, Hey, TikTok boy, we got to sell some cars like, you know, because they're not making money off what I'm doing. They are, but it's more lucrative for Russ than that. You're making more money from media than you're making from selling cars. Yeah, exactly. So I mean, there is that balance. I mean, they're able to use me though, because I do, I'm great on camera. I'm great at explaining cars. So I mean, there's this pushing this Coursera, I had Lincoln Coursera, it's a car we sell. And I did the ad for them, you know, and it's not always that brand recognition for beyond your linking the dealership. But Russ flips whips is in that video, you know what I mean? So that's super good for them. And it's been nothing but positive things. I mean, sometimes, I do allow it to get in the way of my nine to five job like, Hey, Russ, there's a customer, hold on, I'm posting this video like, no, like dude, there's a cost like, there's a customer, like do they have home? And you know, there's that fine balance, but for the most part, man, it's nothing but good things. My general manager, as I mentioned, is like a father to me. So he's been nothing but supportive. His name's Jim Santa Maro. He's even been in a couple videos. He he's done a couple of cameos. He he's nothing but supportive and he loves it, man. That's amazing.
不，他们喜欢这样。我的意思是，当然有个平衡，比如，“嘿，TikTok男孩，我们得卖一些车，你知道的，因为他们并不是靠我所做的来赚钱。他们是赚钱，但对Russ来说更有利。你从媒体赚的钱比卖车多。是的，确切地说。所以我是说有这样的平衡。我能帮到他们，因为我在镜头前表现得很好，我也擅长介绍汽车。所以我为他们拍了广告，你知道，有时候不仅仅是品牌的认可度，而是超越了那个销售点。但Russ flips whips出现在那个视频里，你知道我的意思吗？所以对他们来说非常有好处，一直都是积极的事情。我是说，有时候，我会允许它干扰我的正常工作时间，比如，“嘿，Russ，有一个客户，等等，我正在发布这个视频”，不，伙计，有成本的，有客户的，他们在等着，你知道，这有个微妙的平衡，但总体而言，一切都是积极的。我的经理，就像我提到的，就像是我的父亲一样。他一直很支持我。他的名字叫吉姆·圣达马罗。他甚至出现在一些视频中。他绝对是支持我的，他喜欢这一切，太惊人了。
So before we I do want to shift into the financial side here, right, talk about how much money you're making and all that. Before we do that, tell me, there's digging a little bit more about what it's like to balance these two jobs for you. Again, how did you go from just, you know, selling cars to selling cars, creating content full-time, and being one of the if not the largest automotive influencer that works at a physical dealership on Instagram and TikTok? Or how do you balance these two things and content creation? What's your what's your playbook?
在我们深入谈论财务方面之前，告诉我一下，对于你来说如何平衡这两份工作是什么样的。你是如何从仅仅销售汽车到全职销售汽车、创作内容，成为Instagram和TikTok上工作在实体经销店的最大的汽车影响力者之一的呢？或者说你是如何平衡这两样事物和内容创作的呢？你有什么策略？
Well, I would say it is a good bit of work. I am in a situation once again, I'm at a standalone Lincoln dealership. I'm selling roughly, I average last year, slightly under 20 cars a month. So I'm definitely a busy guy. It's not like I'm selling six cars a month. But even if you sell 20 cars a month and you work nine hours a day, and we all know it takes two hours to sell a car, there's a lot of hours in the day to work on other things. So, I mean, I use a lot of that time to edit videos, post videos, and create videos. It's really not that hard. In the beginning, it was difficult because I didn't know what to say. The videos would take a couple takes. But the consistency that I have brought to this whole media side of my life, this year-long consistency, I can go walk out on the lot, rip a minute and a half video, one take, posted on TikTok and from the idea of, oh, you know what, this is some important content, dealers and consumers will like this. I can go have that from the thought to on TikTok in sub five minutes. That's not necessarily a skit. That's more of like, hey, guys, three things to look out for when you're buying a used car, check the whiteboard blade, check it for the second key. I can do that in less than sub five minutes. So, I mean, there is a tough balance, but the more you do it, the better you get at it. And the better you get at it, the easier it becomes and the less time it takes.
我刚才说，这是一项很好的工作。我又处在一个局面中，我在一个独立的林肯经销店。我平均每月卖出大约20辆车，去年平均下来，接近于20辆。所以我肯定是个忙碌的家伙。并不是说我每月只卖六辆车。但即使你每月卖出20辆车，每天工作9小时，我们都知道卖一辆车需要两个小时，一天还有很多小时可以用来做其他事情。所以，我用很多时间来编辑视频、发布视频和制作视频。这其实并不难。刚开始的时候，因为不知道说什么，视频要重拍好几次。但我对媒体这一方面的持续性，持续了一年，使我可以走出车场，录制只有一分半的视频，一次拍摄，发布到抖音，从构思到发布不到五分钟。这不一定是个小品。更像是，嘿，大家，购买二手车时要注意的三件事，检查白板刀、检查是否有第二把钥匙。我可以在不到五分钟内完成。所以，确实有一个艰难的平衡，但你做得越多，就会越做得更好。你做得越好，就会变得更容易，花费的时间也会变少。
And then your brother who said helps you with filming and whatnot, does he work at the dealership as well? Yeah, so my brother's the man. My brother is awesome. He is, I never realized how blessed I was to have him behind the camera. So, I started talking to other people, especially guys that are in the automotive influencer and even influencers in general that do the very similar skit type videos. And they're like, hey, you're behind your camera guy makes half of those videos like his tone, his inflection, his acting, even though you don't see a space, he's so good at it. And that's when I realized, you know, I took him for granted at the beginning, you know, it's invaluable. Oh, yeah, it's that isn't valuable to have something like that, because you just can't do it alone. Exactly. And he, he saves me so much time because we are brothers. We lived in the same house for 17 years. Our flow is impeccable. I mean, we could film today, we made five videos skits on our off days at the dealership, and less than an hour and a half. So I got five skits banked, because I can say, Hey, Hunter, we're going to do what was when we did today. We're going to do a video on leasing residual, a little skit customer has to see the residual. But he knows about it. He's in the car business. So I don't got to like teach him what that means and what to say. And he'll say, he might even give me a couple tips and tricks on, Oh, I actually should say it like this, Russ, that's probably the better way to say it. Oh, you're right. Good idea. And he's a great source of ideas too, because he's in the business. He's a finance manager at my dealership. So I love it.
你的哥哥帮你拍摄和其他事情，他也在汽车经销店工作吗？是的，我的哥哥很厉害。他很棒。我从未意识到我有一个如此幸运的哥哥帮我拍摄。所以，我开始和其他人交谈，特别是汽车影响者和其他做类似喜剧视频的人。他们说，嘿，你的摄影师是那些视频的一半，他的语调，演技，即使你看不见他，他做得很好。那时我意识到，我一开始对他视而不见，真是太可惜了。哦，是的，有这样的人是无价的，因为你一个人做不了。确实如此。而且，他给我省了那么多时间，因为我们是兄弟。我们在同一所房子里住了17年。我们的默契无与伦比。我是说，我们今天可以拍视频，我们在经销店休息日拍了五个视频喜剧，在一个半小时内。所以我有五个视频备用，因为我可以说，嘿，亨特，我们要做今天的那个。我们要拍一个关于租赁残值的视频，一个小的喜剧客户必须看到残值。但他知道这个。他在汽车行业。因此，我不必教他这意味着什么以及如何表达。他会说，他甚至可能给我一些建议和技巧，哦，事实上，我应该这样说，拉斯，这可能更好。哦，你说的对。好主意。他也是一个很好的创意来源，因为他在业务中。他是我经销店的融资经理。所以我很喜欢。
All right. So so let's pull back the curtain here on some of the economics of this entire world. Right. So first things first, like starting high level, how much do you make right now per year from selling cars? Selling cars per year varies in this industry. Last year, I brought home from car sales alone, a little bit under $150,000. Pretty strong number. Beth Lee, there's guys making two, three, four, five, six hundred dollars, single point, single point Lincoln dealership. I think you're doing a pretty good job. And then, and then what did you make and what are you making from the media side of the game? I see the smile already. This is a question I get a lot. And we're going to peel back the curtain here. But a lot of people listening, it took some time to build up to this. But my best months are over $20,000 from platform revenue alone. That is not sponsorships. That's not deals. That's TikTok, Instagram, YouTube, Facebook, all cut me checks, direct deposit over $20,000 just hit my bank account, which is just got it. So how old are you? 25. Here you are, right? 25 year old, where your guidance counselor was yelling at you for not going to college. And you're making over $400,000 a year by just being smart and productive, right? Working hard, being consistent and mastering your craft. I mean, I've said like 50 things there, but the point is it just shows the opportunity, right? When someone like yourself, you really seize it, you really put your mind to something, and you dig in.
好的。那么让我们揭开这个整个世界一些经济学的面纱。首先，从高层开始，你目前每年从卖车中赚多少钱？卖车每年在这个行业是变化的。去年，仅仅靠卖车我带回家的收入，大约不到15万美元。这是一个相当可观的数字。贝丝·李，有些人在单点林肯经销商那里一个月能挣两、三、四、五六百美元。我认为你做得相当不错。接着，你从媒体方面赚了多少钱？我看到你已经微笑了。这是我经常被问到的问题。我们将在这里揭开一下。但许多人听的时候花了一些时间才达到这一点。但我的最佳月收入仅从平台收入就超过2万美元。这不是赞助。那也不是交易。TikTok、Instagram、YouTube、Facebook都给我开出支票，直接存入银行账户超过2万美元，这刚刚到账。那你多大了？25岁。在这里，你是一个25岁的人，你的指导顾问曾因为你不去上大学而责备你。但你通过聪明和努力工作，年收入超过40万美元，只是通过工作聪明、勤奋工作、保持一致和精益求精。我说了大约50件事情，但重点是它展示了机会，对吧？当像你这样的人真正抓住了这个机会，你真的专心致志投入其中。
Because, and like you said, that's only the media side, the 250,000 a year from media. That is only platform revenue. That doesn't even include the brand deals and everything else, which is more lucrative than the platform revenue. And we're working on that stuff together now. We'll talk more about it shortly. But that's, I mean, there's so much upside there as well, because you've built such a great brand. And so I think, you know, for anyone listening to this, do you think that opportunity exists for others as well in this industry? Do you think people can replicate what you've been able to achieve? Can anyone do what I do? The short answer is anyone can do anything. It's, but is, are you going to put the time into it? Are you going to be as consistent as I am? Are you going to say to yourself, Hey, Russ, you're going on vacation next week, you got to double up, you're not golfing on Sunday, you're filming 20 videos, and you're going to post those while you're on vacation. Are you going to be constantly thinking about it? Are you going to be so obsessed that you can get it to the level I've gotten it to anyone can do it? I've had some people reach out to me. I give them a couple pieces of advice. I see them do it a couple doesn't get the traction boom. Can you live? Can you live with the bad comments? Can you live with the negative comments? Can you live with putting a ton of time into a video? And it gets literally no views. You get a thought you get 100 views 200 views. If you can live with all that and do all that and consistently try to get better, yes, anyone can do what I did. Now I said there's a lot of prerequisites prerequisites to doing it. It can be done for sure. It just takes time.
因为，就像你说的，那只是媒体方面的，每年25万美元来自媒体。那只是平台收入。这甚至还不包括品牌合作和其他一切，这比平台收入更有利可图。我们现在一起在努力解决这些问题。我们很快会谈更多。但是，我是说，你建立了一个如此出色的品牌，所以在这方面也有很多潜力。因此，我认为，对于任何听到这些话的人来说，你认为这个行业也存在机会吗？你认为其他人能复制你所取得的成就吗？有人能做到我所做的吗？简短的答案是任何人都可以做任何事情。但是，你会花多少时间？你会像我一样坚持不懈吗？你会告诉自己：“嘿，拉斯，下周你要度假，你得加倍努力，周日你不能打高尔夫，你要拍摄20个视频，并在度假期间发布它们。” 你会一直考虑吗？你会如此着迷以至于可以达到我所达到的水平吗？任何人都可以做到吗？我已有一些人联系我。我给他们一些建议。我看到他们尝试了一些，但没有取得成功。你能应对负面评论吗？你能应对负面评论吗？你能忍受花很多时间拍摄视频，但却几乎没有观看量吗？你是不是会沮丧，你只有100个观看，200个观看。如果你能应付所有这一切，并且一直努力改进，是的，任何人都可以做到我所做的。 现在我说这需要很多先决条件，但肯定是可以做到的，只是需要时间。
I mean, my first video was posted in 2019. Nobody knew who I was. I didn't start getting traction. My Instagram account, I wish I could there's probably a way to look into this. I had less than 3000 followers probably this time last year. Now I have almost 300,000. But I just started taking it serious. I got two full time jumps. I also think what I really loved about you was, for anyone here listening, we met up me and Ross actually met up in person the other day as well.
我的意思是，我的第一个视频是在2019年发布的。当时没有人知道我是谁。我并没有开始受到关注。我希望我能在Instagram上有更多关注者，可能有一种方法可以查看。大概去年这个时候，我不到3000个粉丝。现在我有将近30万。但是我才刚刚开始认真对待这个。我有两份全职工作。我也觉得我真的喜欢你的地方是，对于任何听众来说，我们上次见面是在现实中见面的，我和罗斯也见过面。
The funny thing is this podcast was supposed to be recorded in part. Well, it was recorded in person or we tried and started and it didn't quite work out. We had some studio issues. So then we said, we were kind of tight on time. We're like, all right, let's just do this remotely. We'll do it. It's just not going to work out today. But I loved how you talk about when you're 18, you bought the Lincoln and all that. You're only 25. And you pulled up in a nice humble Ford Maverick. I saw simple wheels, nothing flashy. I mean, I love that. It seems like you got your head on in the right direction. And it's nice to see for someone that you're doing great things and you're also, it seems as just being smart about your money. So I respect that.
有趣的是，这个播客本来是要部分面对面录制的。好吧，我们尝试了一下面对面录制，但效果不太好。我们遇到了一些工作室问题。然后我们说，我们时间有点紧，我们就远程录制吧。今天不行，我们会处理的。但我喜欢你谈到你18岁买了林肯等等的事情。你才25岁，开着一辆谦虚的福特Maverick停在那。我看到了简单的轮毂，没有花哨的外观。我喜欢那样。看起来你的方向是正确的。看到你做了很棒的事情，同时又看起来对金钱很明智，真让人尊敬。
Thank you. I appreciate that. I truly pride myself. Only for like a year, I did fall into the trap of new car, new house, this, that, the other, spending all the money. And I quickly realized that this is just a big part of my management. They've really taught me and grounded me in money management. And I've taken that 10-fold. I just bought my fourth house yesterday. And this podcast isn't about real estate, but I could do a whole separate podcast about my real estate endeavor. But just, you know, these, you bought your four, like a rental property. So this will be a primary home. It will be a rental probably in two years. This is a whole different conversation of what goes on the back of Russell said about real estate. But yeah, I got three rentals on this fourth home, very humble home.
谢谢你。我感激这一切。我真的为自己感到自豪。只有在某一年里，我陷入了买新车、新房子等等陷阱，把所有的钱都花光了。我很快意识到，这只是我的管理的一部分。他们真的教会我并让我扎根于财务管理。我把这些知识运用了十倍。昨天我刚刚买了第四套房子。这个播客不是关于房地产的，但我可以做一个关于我的房地产经历的单独播客。但是，你知道的，你可以像购买四套房子一样，像租房等等。这可能会成为主要住房，在两年内可能会出租。这是关于罗素关于房地产所说内容的一整个不同对话。但是，是的，我有三处出租房屋，这第四处房子是一处非常朴素的住房。
I mean, literally less than 50% of what I was pre-approved for, you know, so very humble home. Gotta make it nice, of course, you know, but just that long-term vision of setting my family up for success. Smart man. All right. So we haven't really touched on this, right? But this is a very, this is a very important podcast for me, for you, for Cardio Shabghai. And I did mention this in the intro, right? But you have recently joined as the first creator on the Cardio Shabghai creator network. And I wanted to ask you, and I never asked you this yet, right? But like, why did you decide to join us? Just to kind of table set for one second, because people are probably like, what the F is the Cardio Shabghai creator network, right? My background, you know, as I've been building Cardio Shabghai with the vision of building this giant, you know, platform for automotive insights and uplifting, you know, dealers, consumers, and the entire industry, one thing that's consistently crossed my mind was how do we grow faster, right? How do I make more of an impact?
我的意思是，我实际获准贷款额度不到我的预期的50％，你知道的，所以我买了一所非常朴素的房子。当然，我会让它变得漂亮，你知道，但只是为了长远规划，为了让我的家庭成功。你是个聪明人。好的。我们还没有深入讨论过这个问题，对吧？但这对我来说，对你来说，对车道沙巴基来说都是一个非常重要的播客。我在介绍中提到了这一点，对吧？但你最近加入了车道沙巴基创作者网络，作为第一个创作者。我想问你，我还没有问过这个问题，但你为什么决定加入我们？让我们稍微讨论一下这个问题，因为人们可能会想，什么是车道沙巴基创作者网络，对吧？在我建立车道沙巴基的过程中，我的愿景是建立一个庞大的汽车洞察平台，提升经销商、消费者和整个行业，一个一直萦绕在我脑海中的问题是，我们如何更快地成长，对吧？我怎样才能产生更大的影响？
I knew from day one that that's not going to be just me. I didn't know how I was going to play out, but I always knew, like, I just don't believe that you can get far alone. And neither nor did I want to do that. There's no fun in that, right? And so you reached out to me. I'm kind of sharing some context here. So feel free to tell me if you want to share this yourself. But you had reached out to me, like months back, and we started having a very organic, natural conversation. You know, you were looking for some help with some things. And like, I really empathize with you, right? Because I know what it's like to be, you know, an automotive creator on social media or just a creator period. Some of that creates content, right? It's, it's a very hectic lifestyle to treadmill. You need a lot of support around yourself, especially when it's centered around you. And so what are the interesting things when you reached out to me? You know, which I never told you this, but it really hit me. And I said, like, I want to help this guy, right? And look, a lot of people reach out to me for help and creators. But I would tell you not a lot have the proof, right?
从一开始我就知道那不仅仅是我一个人。我不知道事情会如何发展，但我一直知道，我认为你不能独自走得太远。我也不想那样做。那样没有任何乐趣，对吧？所以你找到了我。我在这里分享一些背景。你尽管告诉我，如果你想自己分享这件事。几个月前，你找到了我，我们开始了一场非常自然有机的对话。你需要一些帮助。我非常能理解你，因为我知道作为一个社交媒体汽车创作者或者任何创作者都是什么样的。有些人创作内容，对吧？这是一个非常忙碌的生活方式，你需要周围有很多支持，尤其是当一切都围绕着你的时候。所以当你找我时，有一件有趣的事情。我从未告诉过你，但这真的感动了我。我想要帮助这个人。看，很多人都找我寻求帮助，尤其是创作者。但我告诉你，有些人是没有证明的。
Not a lot of people put into work or come to you with, you know, hey, I'm not just coming to kind of, you know, I want your time for free or not, but rather I've actually done some things, you know, and I'm just want to, you know, get to know you. Maybe we can uplift each other. And so when you reached out, it really hit me and I said, you know, is there a model where I can help other creators while continue to build upon my vision and, you know, building this giant community for automotive insights? And that was why I decided that we were going to launch that was initially why I decided to launch this creator network, where I said, I'm going to team up, I'm going to exclusively partner with as we have, and we'll talk about in a second, but exclusively partner with the best of the best automotive creators.
并不是很多人会毫无付出地前来找你，你知道的，嘿，我不仅仅是想来占用你的时间，而是我实际上已经做了一些事情，我只是想认识一下你。也许我们可以相互激励。所以当你联系我的时候，我真的很受触动，我想，你知道的，有没有一种模式，让我在继续构建我的愿景的同时帮助其他创作者，并且建立这个关于汽车见解的庞大社群呢？这就是为什么我决定推出这个创作者网络的最初原因，我说过，我要合作，我要专门与最顶尖的汽车创作者合作，我们将在一会儿谈到，但是我要专门与最顶尖的汽车创作者合作。
And what it's going to give them is allow them to have me representing them, right? I have a team, right? We built, we built this, this muscle in our company already where, you know, we represent creators with deals with ad deals, pretty much managed on like an agency, right? Like any, you know, artist is, you know, managed traditionally, but also offers support functions, right? So I've spent time building operations, legal, you know, pretty much everything that takes to, you know, production to actually do what we do on a daily basis.
这将使他们得以让我来代表他们，对吧？我有一个团队，对吧？我们已经在公司里构建了这种力量，我们代表创作者与广告交易，基本上像代理机构一样管理，对吧？就像任何艺术家通常被管理一样，但也提供支持功能，对吧？所以我花了时间建立运营、法律等方面，基本上是为了每天做我们所做的事情所需的一切。
And so that was really the vision I had, and getting to know you was, you know, really, I really believe that I felt like you were someone who's very have really mastered your craft, your student of the business. I loved that you are you're bridging the gap between dealers and consumers, which I really believe in as well. I mean, not many people, you know, not many people have accomplished that. And so I think those things combined gave me a lot of conviction to want to work together.
所以那真的是我梦想的愿景，认识你之后，我真的相信你是一个非常精通自己手艺的人，是业界的学习者。我喜欢你在经销商和消费者之间架起了桥梁，我也深信这一点。我是说，并不是很多人，你知道，并不是很多人能够做到这点。所以我认为这些因素结合在一起让我坚信想要一起工作。
And so that's what the creator network is. All it is, is creating a bigger platform for automotive insights by bringing the best automotive creators under the wing of card dealership guy. You know, me and you combined today, we're we reached now over 120 million social media impressions per month. Right. And so like, I still can't contextualize these numbers. It's astonishing. But it's it is incredible to have the ability to do this. And again, positively impact, you know, everyday people in the business.
所以这就是创作者网络的意义。它其实就是通过将最优秀的汽车创作者聚集在一起，为汽车派对经销商打造一个更大的平台，以提供更多的汽车见解。你知道的，我们今天合作，我们现在每个月的社交媒体印象已经超过1.2亿。对。所以，我仍然无法理解这些数字。这是令人惊叹的。但能够拥有这样的能力是令人难以置信的。再次，积极地影响业内的普通人。
And so anyways, that's kind of my rant there. I know I we've kind of, you know, did this entire thing and I never really shared with you behind the scenes. But it's exciting to do it now. And so yeah, that that was really, you know, what led me to to want to get into this entire thing. So now I'm going to think of pause less about me more about you. I wouldn't I wouldn't I wanted to ask you like, why did you decide? Why did you want to? And why did you decide to want to join our creator network at cardioshop guy?
所以总的来说，那就是我的发泄。我知道我们已经做了整件事情，但我从来没有真正和你分享幕后故事。现在能做这件事情还是挺令人兴奋的。所以，那就是真正让我想要参与到整个事情中去的原因。现在我要开始更多地考虑你，而不是我自己。我想问你，为什么决定？为什么想要？为什么决定想要加入我们卡迪奥购物网的创作者网络？
Well, you asked the question, why did I put ultimately my entire brand's trust in what you have going on? And I think it goes back to something I even know if you remember saying this, but for context, Oh, oh, there's a there are a lot of automotive creators. And some people take such harsh stances, they're either so anti dealer, screw the dealer, get the best deal, they're only out to get you, which isn't true. There are more dealers than not are helpful. Yes, just like anything in the world, there's the bad bunch.
你问了这个问题，为什么我最终把我整个品牌的信任都放在你手上？我想这源于一些事情，即使你可能不记得说过这话，但为了背景，哦，哦，有很多汽车创作者。有些人持很激烈的立场，他们要么完全反对经销商，觉得经销商都想骗你，得到最好的交易，这并不真实。其实，多数经销商都是乐于助人的。就像世界上任何事情一样，总有少数坏梗。
But for the most dealerships in America want to help consumers and create a relationship. Then there's some automotive guys that are like screw the consumer, you know, ring them out for every penny. And I felt that my brand has always, and it's really hard to build a brand being unbiased. That is like, if you look in media and even politics, it's really easy to pick one really harsh stance and just stand on it. So when you're trying to thread that tight rope and be neutral, and you offer advice over here and offer advice over here, and this is good. This is bad. It's tough, but I was able to do it.
但是大多数美国的汽车经销商都希望帮助消费者，建立关系。然而也有一些汽车行业的人，他们完全不顾消费者，只想从他们身上榨取每一分钱。我觉得我的品牌一直以来都是这样的，而在不偏袒的情况下建立品牌是非常困难的。就像在媒体甚至政治领域一样，选择一个非常强硬的立场并坚守其立场是很容易的。所以当你试图走在一条绳索上并保持中立，这边提供建议，那边提供建议，这是好的，这是坏的。这是很困难的，但我能做到。
And you said to me on our one phone call, you're like, Russ, I'm not pro dealer. I'm not pro consumer. I'm just pro facts. I just like to give what it is with an unbiased take and let people and I was like, boom, that's me. That is so me that that resonates with how I feel, how I want my brand to continue. And then when you started to peel back the curtains on your vision, and what you got going on, I mean, if you asked me a year ago, do you think you'd sign a deal of Cordialership guy? I'd say what Brett Morgan famously said, who the F is Cordialership guy? They don't even know who that is.
在我们的一个电话里你对我说，你说，Russ，我不是偏向经销商，也不是偏向消费者。我只是偏向事实。我只想客观地传达事实，让人们了解。我当时就感觉，哇，这就是我。这就是我，这和我的感觉、我希望我的品牌继续发展的方式是一致的。然后当你开始揭开你的愿景和你正在进行的事情的面纱时，我想，如果你一年前问我，你觉得你会和Cordialership这个家伙签约吗？我会像Brett Morgan曾经说过的那样说，Cordialership是谁？他们甚至都不知道他是谁。
I love that. You know, our first, this is funny to mention this story, our first phone call. So I'm talking to, I don't know who I'm talking to Cordialership guys Instagram. I reached out to his Instagram, because I knew I wasn't getting through to this dude's Twitter. You know, half a million followers on Twitter, I go, he got like 10,000 on Instagram. He just started it. Like, let me try his Instagram. Yeah. And we're smart. By the way, smart move for anyone listening, right? Always go to the creators like smaller platform where they're most inclined to respond. So a message in this guy, and I have no clue who it is. Obviously, no one does. Very few do. And we'll hop on a FaceTime call, maybe three, four months ago, when this all started unraveled. I literally don't remember this, but I trust you here. It's a true story.
我喜欢这个。你知道吗，我们第一次通话很有趣。我在和xxx公司的Instagram上发消息。因为我知道我在这家公司的Twitter上联系不上这个家伙。你知道的，在Twitter上有五十万的粉丝，但在Instagram上只有一万。他刚刚开始用Instagram。所以我试试他的Instagram。是的。而且，顺便说一句，任何人都应该这么做，总是去创作者更小的平台，那里他们最倾向于回复消息。我给这个人发了消息，我完全不知道他是谁。显然，没有人知道。只有少数人知道。大概在三四个月前，当这一切开始发生时，我们进行了一次视频通话。我完全不记得这件事了，但我相信你的话。这是一个真实的故事。
And you and Justin, who's one of the guys on the team, are both in the FaceTime. And Yosie just jumped right into it. He's super excited. He's telling me about the vision, the dream Justin's talking. And I go, hold on, hold on, hold on. Who's Cordial? Or either of you even Cordialership guy? Who the hell am I talking to right now? And you were like, Oh, yeah, I should have led with that. I am Cordialership guy. And I just thought that was funny, dude. That was so cool. I don't know if you remember that. Yeah, no, no, I remember that actually because I yeah, that's funny. I was just just literally like, who's good? Like these guys, both employees for Cordialership guy, like, is this it? I don't know who you were. Now, dude, we're really excited about this. It's a serious big move.
你和贾斯汀，团队中的一位成员，都在FaceTime上。约西直接跳了进来。他激动地告诉我关于愿景，贾斯汀也在讲话。我说，等等，等等，等等，Cordial是谁？你们俩谁是Cordialership的人？我现在到底在和谁说话？你当时说，哦，是的，我应该先说我是Cordialership的人。我觉得那太有趣了，哥们。这太酷了。不知道你还记得那件事吗？是的，我记得，因为我当时确实在想，这些家伙，都是Cordialership的雇员，这就是他们吗？我不知道你是谁。不过，现在，哥们，我们对此感到非常激动。这是一个重大举措。
You know, the other thing worth mentioning, and we'll move on from this. But I think just this really takes us to a new level and the platform, meaning, you know, I've really built the the mass of my platform has pretty much been centered around X, you know, Twitter and LinkedIn, of course, email and the podcast, massive platforms for me. But Instagram and TikTok have kind of been my laggards, right? Because I was anonymous for so long. And I never really grew on those platforms. Now it's growing, you know, incredibly quickly. The following there has, you know, just really catapulted. But it was again, early on, not something where I put a lot of attention to. And so teaming up with you, it's even, you know, even more exciting now because there's this like, kind of, you know, a comprehensive platform domination, whatever the hell you want to call it. I mean, we're all platforms. And again, it just allows us and the brand to have a bigger impact.
你知道，另一件值得一提的事情，我们将从这里继续讨论。但我认为这真的带我们到了一个新的层次，而这个平台，意思是，你知道，我真的建立了我的平台大部分集中在X周围，你知道，Twitter和LinkedIn，当然还有电子邮件和播客，这对我来说是巨大的平台。但Instagram和TikTok在某种程度上一直是我的落后者，对吧？因为我很长时间都是匿名的。我在这些平台上从来没有真正增长过。现在增长得非常快。那里的追随者，你知道，实际上飞速增长。但又一次，早期，并不是我花很多精力关注的地方。所以和你合作，现在更加令人兴奋，因为现在有了这种，你知道，全面的平台主导，不管你想怎样称呼。我是说，我们拥有所有的平台。而且，这让我们和品牌能够产生更大的影响。
And so I think that's, you know, it's just it felt very, very like a good complimentary fit. And I think to a lot of people and a lot of friends and family asked me this too. And I don't think we ever talk about this. You know, can't you just do all this on your own, Ross? Like, can't you? I'm like, it's really tough to be a full-time content creator, full-time employee. And then if you guys saw how many emails I got a day, you would understand why partnering and having a support team behind you just lifts the burden off your shoulders. I mean, since signing with you, man, I mean, I'd really just been the focus as content.
所以我认为，这种合作感觉非常好，非常互补。我觉得很多人，包括很多朋友和家人也问过我这个问题。我们从来没有谈论过这个。你知道吗，罗斯，你难道不能自己完成所有这些吗？我就是觉得成为一个全职内容创作者和全职员工真的很困难。如果你们看到我每天收到多少封电子邮件，你们就会明白为什么与人合作，有一个支持团队在身后可以减轻你的负担。自从跟你签约以来，我真的就专心于内容创作。
And the car dealership guide team just handles all that back and stuff. And it's just, you know, just really changed my life and made, and I've been really allowed able to focus on the content. And it's just I wanted to really legitimize my brand. I didn't just want to be that, that funny car sales guy and then wither away in a couple years and just I want to be on top of my game for the rest of my life. And I think this partnership is going to allow me to do that. I love to hear it. So Russ, what do you think is, like, put our videos from guys side for a second, but like, what's your personal vision? Right? Like, how do you, how do you see your brand evolving? Right? Over, you know, the next couple years here and just in general, the future, what's your vision?
汽车经销商指导团队负责处理所有这些后事。这真的改变了我的生活，并使我能够专注于内容创作。我想真正使我的品牌合法化。我不想只是成为那个滑稽的汽车销售人员，然后在几年后消失无踪，我希望始终处于事业巅峰。我认为这种合作将让我实现这一目标。我很高兴听到这一消息。那么，Russ，你认为，将我们的视频从男性角度放在一边，你个人的愿景是什么呢？你如何看待你的品牌会在未来几年里发展呢？以及未来，你的愿景是什么？
Yeah, so I think I'm gonna, I'm gonna speak in terms of, speak in terms of big goals, big aspirations. I like to dream big. And one, I want to be known as a guy who literally gives cars away. Like, if you saw me, can I get recognized in public a lot? But it's normally, oh, your content's funny, or hey, I love your stuff. I want to be like, oh, that's a dude that gives cars away, like literally physically free car. Hey, interesting. Why? Like, what drives that? Like intrinsically? Why do you want to do that? I love helping. I love giving back. I like cars. So it's a good fit. You know, you think Mr. B style, but hyper focused on cars. Like, I don't want to give anything else away. I need just cars. Everyone needs a car. A lot of people can't have cars. A lot of people are in bad situations. On my YouTube, I recently just gave my first car away.
是的，所以我觉得我要谈谈大目标、大抱负方面的事情。我喜欢梦想大一点。我想，我希望被称为一个真的会免费送车的人。就像，如果你看到我，会不会经常在公共场合被认出来？但通常会是，哦，你的内容很有趣，或者嘿，我喜欢你的东西。我想成为这样一个，哦，那是一个免费送车的家伙，真的免费送车。嘿，有趣。为什么？内在驱动是什么？为什么你想那样做？我喜欢帮助。我喜欢回馈。我喜欢车。所以这很匹配。你知道，就像是 Mr. B 风格，但是更专注于车。我不想送别的东西。我只想送车。每个人都需要一辆车。很多人买不起车。很多人处境不好。在我的YouTube频道上，最近我刚送出了我的第一辆车。
And the really? Yeah. Yeah. The grand plan is start with a $1,000 car, which was extremely tough. Took me a long time to find a nice $1,000 car worth giving away. Because last thing you want to do is give someone a car that's gonna cause them more headache than, you know, then help them. But I gave this young girl a car. She was actually a client of mine came in trying to buy a car and we just couldn't get it done. Doesn't the reasons why it don't matter. But she couldn't buy a car that day. And I'm in text center and trying to help her. And I came across finally a very nice $1,000 car. And I gave it to her and I documented the whole thing. And it was just awesome. And then I was like, okay, next it's going to be a $2,000 car, which I'm in the search for, which is just still incredibly hard. And I'm going to give all the way up to a $100,000 car. Now to some people wondering like, well, who really needs a $100,000 car? When I say $100,000 car, it doesn't necessarily mean one Lincoln Navigator. It could be 10 Toyota Camry's at the same time, 10th. You know, I mean, so there's so many ways to attack this. But that's just what I want to be known as like, almost if you see me in public, dude, is he giving a car away? Like, I want to get that free car.
真的吗？是的。是的。这个伟大的计划是从一辆价值1000美元的车开始的，这非常困难。我花了很长时间才找到一辆值得赠送的好车。因为你最不想做的就是给别人一辆可能会给他们造成更多麻烦而不是帮助他们的车。但我给了这个年轻女孩一辆车。她实际上是我的一个客户，来买车，但我们无法完成交易。无论原因是什么都不重要。但她那天买不到车。我就在贩卖中心尽力帮助她。最终我找到了一辆非常好的价值1000美元的车。我把它给了她，并记录了整个过程。然后我说，接下来要送一辆价值2000美元的车，我正在寻找，这仍然非常困难。我打算一直送到100,000美元的车。有些人可能会好奇，真的有人需要一辆价值100,000美元的车吗？当我说100,000美元的车时，并不一定指的是一辆领航员。它可能是同时十辆丰田凯美瑞，你懂我的意思。所以有很多方式可以实现这个目标。但这就是我想被认知的方式，差不多就像，如果你在公共场合看到我，这家伙是否在送车？我想得到那辆免费车。
The second angle of content that I see aside from giving cars away is I've recently had opportunities and people reach out to me about going into their dealership and actually teaching their guys what I do and making skits for them. And this is something I've thought of doing, but didn't necessarily seriously think about doing. But I'm, you know, as we talked about earlier in the, you know, in this podcast is, can everyone do what Russ does? And I think people want to find out if I can teach them to do what I do. And I think I would do an excellent job because there's, you know, I can teach you, what I, you know, it took me a year and a half, two years to learn what works, what doesn't work.
除了赠送汽车之外，我看到另一个内容角度是最近有一些机会和人联系我，希望我能到他们的经销商那里实际教他们的员工我所做的事情，并为他们制作小品。这是我曾经考虑过的事情，但并没有认真考虑过。正如我们之前在这个播客中讨论的那样，每个人都能像Russ一样做到吗？我认为人们想要找出我是否能教他们如何做我所做的事情。我认为我会做得很出色，因为我能够教你，我用了一年半到两年的时间学会了什么行得通，什么不行。
And I know what works and what doesn't work. and to offer people the ability to learn what that does would be an awesome opportunity. I see myself doing some type of content as well, like, like a secret shopper, you know, hidden cameras, Russ is coming to your dealership and gonna battle one on one with your top guy. And, you know, the last thing I want to do is waste a car salesman's time. So this will all be, I will pay every car salesman that I am secret shopping because, you know, I would feel really bad if I am with the sales, but I'm obviously probably not going to buy the car. Unless they do a really good job of me. If I'm there to secret shop, I'm funny story use. It's actually hilarious. My dealership used to send people to go secret shop, like not on camera, not just to go learn the business, go learn the competition.
我知道什么有效，什么无效。能够为人们提供学习机会将是一个很棒的机会。我自己也可以做一些关于内容的工作，比如秘密购物员，使用隐藏摄像头，Russ会前往你的汽车经销商与你最顶尖的销售人员进行一对一较量。最后，我最不想做的事情就是浪费汽车销售员的时间。因此，我会支付我所秘密观察的每位汽车销售员，因为我会觉得很抱歉如果我只是随销售，但显然可能并不会购买汽车。除非他们做得很好。如果我去秘密观察，那我就只是用来讲笑话的。这实际上很搞笑。我的经销商过去常常派人去秘密购物，不是为了拍摄，而是为了学习业务，了解竞争对手。
And one guy had to call up and get saved because he was about to buy a car. Like an employee from my dealership, went down the street, went to another place. And he was like, dude, you got to like have my keys. I'm about to, I'm literally about to sign like, I don't know what the hell is going on. Like, it's a good deal. I think that you guys got to come into. This is like the late 90s. My manager told me the story, but that literally happened. Oh my God, that's epic. But I would love to secret shop dealerships on camera. Yeah, I could see you do that. I mean, obviously, we've talked about, you know, dealerships contracting you, which I know, you know, that was something that you mentioned me early on. And I think is what super up your alley. I mean, it makes total sense because it's just up your skill set. But I think the mystery shopping is also funny. Like I could see you at some point with like a TV show or something. Not that by the way, not that you're going to get more views than you get now to be very clear. But you know, there's like that certain level of legitimacy, like having your own TV show, like, you know, bar rescue for cars. I think you mentioned that analogy, but I like that. And I remember that. Yeah, that would, that would just be so cool. And you said, 10 customers into an underperforming dealership, 20 minutes of foreclose. Obviously, if they're underperforming, love to see the reactions, you know, love to see them, you know, throw people out, you know, and be sitting in the van with, with the owner of the dealership, just watching things crumble, but then truly help them, help them put processes and procedures. Because there's lots of good people in the car business that just need a little bit of tweaking some processes, some procedures to really, to really crush it in this business. And there's a lot of opportunity out there.
有一个人不得不打电话求救，因为他就要买一辆车了。就像我的经销店的一个员工，走到了街上，去了另一个地方。他说，老兄，你得拿我的钥匙。我就要，我真的就要签约了，我不知道到底发生了什么。像，这是个好交易。我认为你们必须参与进来。这好像是在90年代末发生的事情。我的经理告诉过我这个故事，但那真的发生了。哦天啊，那太史诗了。但我会很乐意在摄像机上秘密考察经销店。是的，我觉得你可以做到这一点。我是说，显然我们已经谈过你会接受经销店的合同任务，我知道，你在早期就提到过这个。我认为这对你是非常合适的。因为这符合你的能力。但我觉得神秘购物也挺有趣的。我可以想象到你有一天会有自己的电视节目之类的。顺便说一下，不是说你会比你现在的观看量更多，我要非常明确。但你知道，拥有自己的电视节目有一定的合法性，就像有一个关于汽车的救援节目。我记得你提到过这个比喻，我喜欢这个比喻。我记得这一点。是的，那将会非常酷。你说，把10个顾客引入一个业绩不佳的经销店，20分钟之内就能让它关闭。显然，如果它们业绩不佳，我很想看到他们的反应，想看到他们把人赶出去，然后坐在面包车里和经销店的老板一起看着事情崩溃，然后真正地帮助他们，帮助他们建立流程和程序。因为汽车行业有很多优秀的人，他们只需要对流程和程序稍作调整，就能在这个行业蓬勃发展。这里面有很多机会。
Man, great conversation. It's funny how these conversations, I am having them with, you know, I've spoken to obviously playing times and I still learn new things. And I think that's the cool part about like long form. You just get to really dig in. And so I really enjoyed it, man.
哥们，谈话很棒。有趣的是我一直在与这些人交谈，他们可能已经说过很多次了，但我还是会学到新东西。我觉得这就是长篇对话的有趣之处，你可以深入探讨。所以我真的很享受这些谈话。
First off, for anyone listening, of course, go follow Russ, all the platforms, Russ flips whips. I think you'll recognize him right away. You've probably, I would, I would be shocked if people who are listening right now have not seen at least one of your videos at some point. Because, you know, we've all seen them, they've all gone viral, truly, truly exciting times, my friend, thrilled to have you on board in the Creator Network.
首先，对于任何在听的人，当然要关注Russ，在所有平台上，Russ翻转跑车。我认为你会立刻认出他来。你们可能已经看过他的视频了，我会感到震惊如果现在在听的人没有至少看过一次。因为，你知道，我们都看过他们，它们都变得火爆，真的，真的是令人兴奋的时刻，我的朋友，很高兴看到你加入创作者网络。
Any, any parting words for our audience? No, just thanks for listening guys. Like he said, go shoot me a follow up Russ flips whips. And I think you know, some saying these two, saying this to you personally, but we're going to look back on this podcast one day and just realize that this was just a start of something so big. So I just think it's awesome that in today's era, you could document all this stuff, you know, you look at big companies like Apple, I mean, they didn't document their early things. There's no free from such a good point, you know, but we have this all documented to look back and oh, that car rescue thing did come to fruition. They talked about that in their first podcast, you know, just I think that's so awesome. I love it.
有没有什么离别的话要对我们的观众说？没有，只是感谢大家的倾听。就像他说的那样，去关注一下Russ flips whips。我觉得你们可能知道，我并不是针对你们个人说这些，但有一天我们会回头看这个播客，意识到这只是一切开始的起点。我觉得今天能够记录下所有这些东西真的很棒，你知道，看看像苹果这样的大公司，他们没有记录下他们的早期事物。这真是一个很好的观点，你知道，但我们有记录下所有这些，可以回头看以前，哦，那个救援车的事情真的实现了。他们在他们的第一个播客中谈到了这个，你知道，我觉得这太棒了。我喜欢它。
Hi, my brother. He's been really enjoyed speaking with talks in. All right, sounds good, then great talking to you. Alright, hope you enjoyed that episode. Please give the podcast a rating, consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. I'll see you guys next time.
嗨，我哥们。他很喜欢和别人聊天。好的，听起来不错，那么和你聊天很棒。好的，希望你喜欢这一集。请给播客评分，考虑订阅节目并查看节目说明中我们谈论的内容链接。感谢收听。我们下次再见。