A Millionaire in the Making: An Interview with Luke Magnetti of Magnetti Digital

John: 00:00:11

Scott Solutions eight today, the Google News.

John: 00:00:13

And I'm here with Luke Mag Netti, who?

John: 00:00:15

Luke we met in Costa R.

John: 00:00:17

it was a fateful meat.

John: 00:00:18

Cute, if I can phrase it that way.

John: 00:00:20

We were hanging outside that little coffee shop, and I don't even remember

John: 00:00:23

what catalyzed the conversation.

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I just remember being so impressed with you, like you were just

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firing off on all cylinders about all this stuff that you're doing.

John: 00:00:28

I was like, man, this dude he's like, got it.

John: 00:00:30

do you remember how that conversation started or what we talked about?

John: 00:00:32

Yeah.

John: 00:00:32

I thank you first of all, but I think we were talking about school.

John: 00:00:36

Cuz I've been homeschooled and honestly like really self-educated.

John: 00:00:39

My mom kind of just let me learn what I wanted to learn and think

John: 00:00:42

that's what we were talking about.

John: 00:00:43

I've got a 10th grade education.

John: 00:00:44

I don't know if you know that.

John: 00:00:45

Sorry.

John: 00:00:46

I think that's exactly we were talking to somebody before that and it

John: 00:00:49

was like completely different thing.

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Go to college.

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Doesn't matter if you want to or not.

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I'll tell everybody.

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And, and we were no, I don't really want to go to college.

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And, we've been learning about entrepreneurship.

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And you're like, yeah.

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Another dude.

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It's, funny, I'm, planning for my children's future at the moment right now.

John: 00:01:02

We just started a trust we're trying to build out whatever that looks like I don't

John: 00:01:06

wanna put money in 5 29 plans because I don't think a post-secondary education is

John: 00:01:10

gonna, What it looks like now today be, I don't even know if they'll be around,

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so I'm trying to figure out what advice I'd give my kids, cuz I think there's

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some merit to being in a room with other people that want to grow, wanna learn.

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I think the networking is helpful, but I don't think it matches the expense.

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you can get the dorm room experience.

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At the Y M C A without spending 40 grand a semester, whatever hell college costs now.

John: 00:01:28

Yeah.

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So I thought it was pretty cool that the approach that you took, the approach

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your parents allowed you to take when we spoke, you and I made a deal.

John: 00:01:34

You were building a business and I What was the structure of the deal?

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Do you remember?

John: 00:01:37

It was like three agreements.

John: 00:01:38

Yes.

John: 00:01:38

first of all, because it was, at that time I was at the point where I was like, I

John: 00:01:41

want to start creating a personal brand and obviously a business, but it was

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more of like, this is what I want to do and this is what I'm planning on doing.

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But it was still that, kind of thing.

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Like I need that urge or that push to actually go out and do it.

John: 00:01:52

So it was post two tos a day for six months.

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It was 50 podcast episodes and a course, which we turned

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that into kind of a YouTube.

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I am on your uh, podcast.

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I'm gonna include the links in the show notes too, but you

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got the podcast, you nailed it.

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You're up to 1200 followers on TikTok.

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Now, had you started after that conversation?

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Is this brand new effectively?

John: 00:02:14

TikTok was brand new right after.

John: 00:02:16

I think it was like, I don't know when we got home from Costa Rica, I think

John: 00:02:18

we got home from probably on like a Saturday and I started on Monday, so.

John: 00:02:22

Oh, that's awesome.

John: 00:02:22

Dude.

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Some of your TikTok videos are getting like a thousand views,

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like, dude, that's no joke.

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Yeah.

John: 00:02:26

I've learned a little bit of what TikTok is.

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Liking what people like to watch, and it's definitely a learning

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curve, but it's good, it's fun.

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It's kind of you get to experiment and see, you being polarizing

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and saying different things, what gets views and what doesn't.

John: 00:02:39

yeah, the more you piss people off, the more they pay attention then.

John: 00:02:42

Yeah.

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I love reading the comments, honestly, especially too when,

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like people, get mad at something.

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I got my, podcast, I just posted this on Facebook.

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My podcast got a bad review because I mentioned Jordan Peterson's name.

John: 00:02:54

Oh my gosh.

John: 00:02:55

Like, it was somebody who doesn't like Jordan Peterson, and they're

John: 00:02:57

like, I can't believe that you would allow him to influence your thinking.

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And I was like, oh God.

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Like if you went through my books show, I have Joseph Gable's diary.

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I'm not a Nazi, but I, I'm a little interested in what somebody like

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that thinks and actually forgive.

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I'm not comparing Jordan Peterson and Gobel at all.

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I love Jordan Peterson.

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I call my digital dad.

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The point being though, that I'm gonna expose myself to all the information

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and if that, pisses people off, I think that that's, somebody on Twitter

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said this, I really appreciate it.

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He goes, that's like the epitome of an echo chamber.

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It's like, you can't even allow this person to exist in your worldview,

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or I'm gonna be offended, it's definitely, I love your YouTube

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series, millionaire in the Making.

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Tell me about that.

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I pretty much wanted to.

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Document, like my whole entire journey.

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I think it would be just a great thing like when I'm 25, 30, 35, 40, to look back

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and be like, oh, look at me when I was 18.

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Like look at what I was doing.

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Like I was just this little kid that really didn't have any clue

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what he was getting himself into or knew what he was doing, but he

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was going out there and doing it.

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it's not only just for myself to be able to look back.

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My whole entire journey.

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But other people, like I'm very blessed to be born into the family that been

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in, and I've kind of, made a lot of connections in the entrepreneurial

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world because of my mom and my dad and the things that they do.

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I wanna just share it with kids that might not have that, privilege

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of being able to get put in rooms with some of these people.

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Like right away.

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And so if I can just share.

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I've learned and share what I'm doing in some kid that really wants it, can go

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out and do the same exact thing and make it big, then, that would be worth it.

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I love that, man.

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How are you tracking this?

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So a million in the making, the goal is to be a quote unquote millionaire.

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Mm-hmm.

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Is that a million dollars gross revenue?

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Is that a million dollar liquid net worth?

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Is that a million dollar?

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that in sales?

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Yeah, I feel like I have to figure that out exactly, because I think

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that I don't wanna be the guy that's like, I'm a millionaire

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because, I made a million dollars, but I only net profit a hundred k.

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I could spend $900,000 on a ClickFunnel and hit the two club.

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You know what I mean?

John: 00:04:45

Yeah, exactly.

John: 00:04:46

I got my two Comma Club award, but there's actually funny, I know

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somebody who did that, Soapbox coming.

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That would piss off the world.

John: 00:04:52

But yeah, that two comic club award, I'm like, that is the most vanity metric.

John: 00:04:55

I have more respect for the Ink 5,000 thing.

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Cause at least then you have to show growth with via tax returns.

John: 00:05:00

Like the two comic club award it's a brilliant piece of marketing.

John: 00:05:03

exactly.

John: 00:05:03

yeah, I know somebody who like net profited like 10 grand or something.

John: 00:05:07

Right.

John: 00:05:07

I think it's gonna be mostly like what I've profited a million dollars in profit.

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think that, and even too, like, I'm planning on taking some of the money

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that I make, obviously from my agency that I'm running and putting it in other.

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Kind of sources of investments, whether that's real estate or whatever it is that

John: 00:05:24

I figured out, whether it's, you know, invest in equity in different companies.

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I think that I'll find out more and more like, when do I get to the point

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where I'm like, okay, I'm a millionaire.

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And it's not like somebody can come in and be like, Well, technically

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you're not a millionaire.

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Like I don't wanna be like the person that's just trying to say that you're a

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millionaire just because you want that.

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Like social proof.

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Yeah.

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But like legitimately are selfie with my Lamborghini.

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Yeah.

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I didn't realize how little money a lot of those dudes have until I got money.

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And then I am in those circles, like I'm in Justin Donald's

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lifestyle Investment Mastermind.

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Mm-hmm.

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And it's 50 grand a year to join and you have to be, yeah.

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Basically one percenter.

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And when you are in that circle, you start seeing some of these people

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that are doing the, San Diego Beach house, Ferrari, Lamborghini, whatever.

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And because those people, the people within the mastermind.

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Have more access than the average person does.

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You're able to, you get a purview into the fact that like, oh,

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that dude has broke as a joke.

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has no money.

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You know, I drive a Hyundai every now and again.

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I'm tempted to just go get the supercar just because it just

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feels like I'd get more views.

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You know, like my YouTube subscriber goes up my whatever, likes, comment shares,

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but I just can't, because I don't have a passion for cars, I'm not wealth shaming.

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I'd feel embarrassed, you know?

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Like if I was really into cars, I think I could do it and I could

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justify it that way, but I would just be doing it for the attention.

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I mean, well, not for nothing, but I'm the same way.

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I think there's a quote that's like I think it's like

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money talks, but true wealth.

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Is silent.

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Yeah.

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And you kind of don't want people to know you have money.

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You know, exactly's family comes outta the woodwork.

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Everybody wants to borrow from you.

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Yeah.

John: 00:06:50

That's something that I'm trying to figure out.

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And I actually put a disclaimer in my series.

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I was like, I'm not going to say I'm gonna be transparent as possible

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in this series, but I don't wanna be like, in February I made 22,100.

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I'm not gonna be like, I think it'd be, I think it'd be cool

John: 00:07:07

if somebody did that though.

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Do you know who Pat Flynn is?

John: 00:07:09

Smart Passive income.

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Mm-hmm.

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for the longest time he was teaching people how to make smart passive

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income and he listed his income on a monthly basis on his website.

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And it looks like he doesn't do that anymore, but I just thought

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that was so cool and so transparent.

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And if memory serves, it was his net profit, like after cost.

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But I love the fact that you're documenting the process to

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become a millionaire because you know, it's such a broken road.

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Like I don't really know where the inflection point was for me, and I

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think it's gonna be really cool for you to go back and see that and cool.

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For other people to watch.

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Yeah.

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And maybe follow exactly how you're 18 right now.

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Yep.

John: 00:07:39

Just turn 18 November.

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So.

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Oh, well.

John: 00:07:41

Happy birthday one.

John: 00:07:42

Thank you.

John: 00:07:43

So are you outta high school or are you still wrapping that up?

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Totally done.

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technically my education it's easier to tell people.

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Like yeah, I'm just done.

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But it's always been like my schooling was so entrepreneurial driven since

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I'm was really like 14 I can say like I've graduated, cuz technically

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I have, but it's, like I love learning and I'm still learning

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most of the stuff that I ever was.

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So it's.

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Where do you go to learn?

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What's your modality of choice?

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Books podcasts, but honestly doing I love David Goggin's book, can't

John: 00:08:14

Hurt Me and never finished our very, very good books for mindset.

John: 00:08:17

Haven't never finished yet.

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I should go get that one.

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But I have, I've been listening to.

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Very, very good mindset books, those ones.

John: 00:08:23

Extreme Ownership by Jocko Wilin.

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That is a very, very good one.

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I've actually just now kind of been starting to get into more business books.

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I've been very like mindset book driven, and so I'm actually reading this

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book right now called Built to Last.

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I'm not too sure what the author is, but pretty much they took

John: 00:08:39

these it Jim Collins, isn't it that sounds about right, Jim.

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You know what's funny about that?

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I love Built To Last.

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I talk about it often.

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None of the companies that he talks about built to last lasted.

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the funny thing was, is that I was looking at the, okay, there's some companies

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that I do know, like American Express, Marriott, like the visionary companies.

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cuz it said in the first chapter it was like, think of your own

John: 00:09:01

visionary companies, but they have to be founded before 1950.

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And I'm like, I can't.

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I was like, Google.

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But that was founded.

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Well dude, I think the principles are built to last still stand, but it's just,

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we've had so many massive context changes.

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I think I interrupted you when you were talking about doing No, totally.

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You said you like to read, you like to listen to podcasts,

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but mostly you like to do Yes.

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I think that doing is like, that's where I learned the most.

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I like learning, but I like implementing what I learned and I think that a

John: 00:09:28

lot of people, especially on social media and TikTok and stuff, they

John: 00:09:32

kind of tell people to do stuff, but they don't actually do it themselves.

John: 00:09:36

yeah, he used to believe a person would do such a thing.

John: 00:09:38

How nefarious.

John: 00:09:39

so there's a book make It Stick, and honestly, it could

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have been an infographic.

John: 00:09:42

I wouldn't recommend reading it because I think they just wanted to write

John: 00:09:45

a book so they could write books.

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Mm-hmm.

John: 00:09:47

But the, the, the, the concept is brilliant and it's scientifically backed,

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peer reviewed data on what helps a.

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Remember, and it's exactly what you just said.

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It's after you've imbibed information, self-test, and then take action.

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And that's the whole book is just mm-hmm.

John: 00:10:02

Test yourself and take action.

John: 00:10:03

And, you know, you end up having like 80% higher of attention

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over the course of time.

John: 00:10:07

And it's interesting.

John: 00:10:08

Where did funnel hubs come from?

John: 00:10:09

Did you, is this your idea?

John: 00:10:10

Did you think this up?

John: 00:10:10

No.

John: 00:10:11

So actually it's, kind of like a brand new thing.

John: 00:10:14

there's these guys inside of the ClickFunnels community or, They

John: 00:10:17

are, but I mean they're in different communities all but originally they were

John: 00:10:20

in um, Russell Brunson's Inner Circle.

John: 00:10:21

His coaching programs.

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And they started thinking of this idea cuz they're like, saw the benefits

John: 00:10:26

of, say a website has to, specific businesses, but they're like, what if

John: 00:10:30

we take the marketing skills that we've.

John: 00:10:33

Through funnels, and put them onto a website.

John: 00:10:35

this is like a really recent thing that they started and they started

John: 00:10:38

building these out for a lot of super successful digital marketers they've

John: 00:10:42

seen a lot of good results with it.

John: 00:10:43

I love building funnels.

John: 00:10:44

and I was actually had a funnel building agency, but it's starting

John: 00:10:47

to get more saturated and.

John: 00:10:49

It's a lot of people just build funnels.

John: 00:10:51

Mm.

John: 00:10:51

And not a lot of people are able to build these funnel hubs.

John: 00:10:54

that's why I kind of went more this direction cause I saw that a lot of

John: 00:10:57

people can use them, but not a lot of people are out there building them.

John: 00:11:00

dude, I love that.

John: 00:11:01

I love that you've niched down.

John: 00:11:02

It took me 10 years of being an entrepreneur to learn to niche

John: 00:11:04

down and you've just cracked the code right outta the gate.

John: 00:11:07

I've got your website up here.

John: 00:11:08

If somebody wants to work with you, they're gonna go.

John: 00:11:11

Magneti digital.com.

John: 00:11:12

And you kind of have an explanation of a funnel hub.

John: 00:11:14

The way that I thought about it when you explained it to me was

John: 00:11:16

it's, it's like a link tree for funnels, but maybe more robust.

John: 00:11:19

I mean, really, like, simply you can look at it as kind of a website.

John: 00:11:23

it's a website that works and it is actually very funny.

John: 00:11:25

The people that created this thing is, they call it more of a

John: 00:11:28

website because it's just easier.

John: 00:11:29

People know more of what a website is.

John: 00:11:31

Yeah.

John: 00:11:31

And.

John: 00:11:32

They were going to pitch this idea to Russell Brunson, and he was like, right

John: 00:11:35

after he made a video, he posted a video.

John: 00:11:37

It was like, the website's dead.

John: 00:11:38

And they're like, oh no, like we're gonna get chewed out here.

John: 00:11:42

But no, it's very interesting cuz you can see on, if you go to some of these

John: 00:11:46

digital marketers sites, you can kind of tell like, The way that they're

John: 00:11:49

structured, they have a lot of call to actions and it really just lays

John: 00:11:52

out everything that everybody needs.

John: 00:11:54

if somebody's watching your webinar if somebody's looking at your business,

John: 00:11:57

they can go and find out everything.

John: 00:11:59

And not all of your testimonials aren't all over the place.

John: 00:12:01

All of your offers aren't all over the place.

John: 00:12:03

It's just very like, clear, very transparent of how

John: 00:12:07

people can work with you.

John: 00:12:08

That's super cool.

John: 00:12:08

What are you charged to build a funnel?

John: 00:12:09

So right now it's $5,000 for Full Hub.

John: 00:12:12

that concludes like seven to eight pages.

John: 00:12:15

Sometimes people need more pages and that's obviously

John: 00:12:17

like work with them to see.

John: 00:12:19

what they need.

John: 00:12:20

Some people might need like you know, a speak and request page.

John: 00:12:22

So if they are speaking, then you can have a page that's like request to speak and

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a whole form that people can fill out.

John: 00:12:28

then other people have, podcast pages.

John: 00:12:30

But the generic structure is you have your homepage and about page a

John: 00:12:34

movement page that you're sharing.

John: 00:12:35

Not just like, oh, I'm trying to make money, but like, why?

John: 00:12:38

what's your why?

John: 00:12:39

What's your purpose?

John: 00:12:40

That you have a testimonial page, so you're able to put

John: 00:12:43

all of the testimonials, all of your case studies that you have.

John: 00:12:45

think I said about Page and there's two more.

John: 00:12:48

I'm actually blanking on.

John: 00:12:49

Are you writing this content for people or are you doing the structure

John: 00:12:52

and then capturing the content from.

John: 00:12:54

the way that it works is there's a lot of things like, for example copy

John: 00:12:58

wise, I'll go onto a Zoom with the people and talk with them specifically.

John: 00:13:03

Like, okay, how can we make this copy sound?

John: 00:13:05

Like you talking, like, obviously you're not gonna write the

John: 00:13:07

copy, but how can we get this?

John: 00:13:09

So what exactly are the things that you believe?

John: 00:13:11

What separates you from all of the other people that we wanna put on here?

John: 00:13:14

And I work with the people directly with that through, talking with them on.

John: 00:13:18

Go into forms and having them type in stuff and then I, put what's

John: 00:13:22

in their head and what they want to say all onto that funnel hub.

John: 00:13:25

And obviously they send photos and, things like that.

John: 00:13:27

But we can also work with them with like different fonts and

John: 00:13:30

different colors and all their branding and everything like that.

John: 00:13:33

That's awesome.

John: 00:13:33

How are you advertising yourself right now?

John: 00:13:34

So right now I'm just doing pretty much like cold outreach.

John: 00:13:37

But it's actually a little bit different and you might enjoy this.

John: 00:13:41

I don't really want to be like the person that's, I think that there's a lot of

John: 00:13:44

people that cold message, a lot of people.

John: 00:13:46

And so I think it's very easy to get like lost in somebody's dms.

John: 00:13:50

what I've actually been doing is creating a demo page for somebody.

John: 00:13:54

if there's somebody that I know on social media that.

John: 00:13:56

Is in need of one.

John: 00:13:57

I'll spend a couple hours, make them a page, put all of the

John: 00:14:01

things, and it depends on the person, what type of page it is.

John: 00:14:03

Normally it's like an about page or a speaking page or a testimonial

John: 00:14:06

page, and I'll just send them and be like, Hey, look I wanted to make this

John: 00:14:09

for you, to get you a representation of how I could help you out.

John: 00:14:12

If you're interested, let me know.

John: 00:14:14

If not, that's totally fine as well.

John: 00:14:16

can I show you the best cold outreach I've ever seen in my entire?

John: 00:14:18

Yeah, this happened 18 hours ago and I mentioned, actually it's odd that this has

John: 00:14:22

come full circle, but that, that Jordan Peterson thing I posted it to Facebook

John: 00:14:25

and I was just bummed and I get this email from this guy Adrian, and he goes,

John: 00:14:28

sorry to hear about the Jordan Peterson review mishap, which instantly, in terms

John: 00:14:32

of cold outreach, it's always like, Hey Casa, as an agency owner, I'm sure, and

John: 00:14:35

I'm like, delete, hit spam, whatever.

John: 00:14:36

He found something specific to connect with me on, which I thought was b.

John: 00:14:40

And he gave me a review, which I was like, that's a give first.

John: 00:14:43

And he is obviously listening to perpetual traffic, but then he is

John: 00:14:45

like, I know you're busy, so I'll get straight to the point, which

John: 00:14:47

is, well, that's a classic line.

John: 00:14:49

But he is like, I made you a four minute video.

John: 00:14:51

And what's interesting about the video is it had my business partner's face on it.

John: 00:14:54

So I was like, all right, this is obviously not a templated video.

John: 00:14:56

And so when I go to this video, It actually says a message for Kasum.

John: 00:15:00

He mispronounces my name when he says, Hey Kasum.

John: 00:15:02

That's fine.

John: 00:15:03

But as you scroll throughout this video, he's got shots of my YouTube channel

John: 00:15:08

in here, which just blew me away.

John: 00:15:10

And the sales pitch is phenomenal.

John: 00:15:12

Like what he's offering here as far as like what he does for what we would do.

John: 00:15:16

It's just really, I don't know how he's doing this.

John: 00:15:17

I dunno if he's doing it at scale, if he's got a piece of software, Dumps

John: 00:15:21

these things in there, or if he has VAs that just manually go through

John: 00:15:24

and take a template and modify it.

John: 00:15:25

Yeah.

John: 00:15:25

The video's obviously a template, but he's, chunking in custom pieces of

John: 00:15:28

whatever, but I was just so impressed with the time, effort, and energy that he took.

John: 00:15:31

And it sounds like you're doing the same thing, like a custom landing page for

John: 00:15:34

people that you know you wanna work with.

John: 00:15:36

Mm-hmm.

John: 00:15:37

Which is, Nobody does that work?

John: 00:15:38

How's it working so far?

John: 00:15:39

Are you getting.

John: 00:15:41

honestly I just started this probably about a week and

John: 00:15:42

a half ago, two weeks ago.

John: 00:15:44

Yeah, so it's pretty new.

John: 00:15:45

I've done about five to 10 people and so a couple people have responded.

John: 00:15:49

Some of 'em were like, Hey, I need to send this to my actual technical people

John: 00:15:52

cuz I don't even do any of this stuff.

John: 00:15:54

Other people were, super, super busy.

John: 00:15:56

So it's like I have a couple leads for some people.

John: 00:15:58

But it's just a whole learning process, I love figuring it out and.

John: 00:16:01

Finding out like, okay, this works, this doesn't work.

John: 00:16:03

Should probably go with maybe more of this audience cuz these people

John: 00:16:06

seem to like this more and and so on.

John: 00:16:09

What advice do you have for, I'm gonna use the word kid, I hope you'll forgive me.

John: 00:16:12

It's not a pejorative.

John: 00:16:13

Absolutely.

John: 00:16:13

But what advice do you have for other kids that wanna start a business?

John: 00:16:15

I would say don't expect to like knock it out of the park when you first start.

John: 00:16:21

I think that maybe expect the opposite.

John: 00:16:24

Well, I mean, I've been guilty of this in the past and although like business,

John: 00:16:29

when you learn business can be very easy and I'm sure you've like realized

John: 00:16:32

like when you were probably starting.

John: 00:16:34

It seems so difficult to get past $10,000 a month, but then once you

John: 00:16:39

actually get past it, you're like, oh, I could do that in my sleep now

John: 00:16:41

because we're doing so much at scale.

John: 00:16:43

But I think that the younger generation they kind of like going to knowing,

John: 00:16:47

or they think that they're gonna scale as faster than they actually are.

John: 00:16:51

What I see and what actually almost happened to me was it doesn't

John: 00:16:56

work out the way that you think it does, and you get discouraged

John: 00:16:58

from it, and a lot of kids quit.

John: 00:17:00

Mm.

John: 00:17:01

And so the biggest thing is like, don't expect to.

John: 00:17:05

Think that you're going to like have an a million dollar business

John: 00:17:07

by the time you're 20, like you could, and you could go for that.

John: 00:17:10

Like definitely go for it because even if you don't get to a million dollars by your

John: 00:17:14

20, I'm sure that you'll be a lot further along than if you just settled for less.

John: 00:17:18

But don't just because you don't hit a goal that you

John: 00:17:21

thought you were going to hit.

John: 00:17:22

Don't get discouraged by that.

John: 00:17:23

Look at it and be like, okay, What went wrong here?

John: 00:17:25

What could I improve?

John: 00:17:26

What can I do differently?

John: 00:17:28

And learn as much as you can from that and just keep going.

John: 00:17:31

That's brilliant advice, man.

John: 00:17:32

sound like a grizzled entrepreneur.

John: 00:17:33

Luke, I appreciate you coming on, dude.

John: 00:17:35

I'm gonna post thank all the links to all your stuff, everybody.

John: 00:17:37

If you're watching, go subscribe to Luke's YouTube channel.

John: 00:17:40

Let's watch a millionaire in the making.

John: 00:17:41

Hit 'em up on TikTok.

John: 00:17:42

And if you want one of these funnel hubs you're gonna go to magnetic digital.com.

John: 00:17:47

This has been your daily Google News light comment.

John: 00:17:49

S.

John: 00:17:49

You know how you two works.

John: 00:17:51

Appreciate y'all.

John: 00:17:51

Peace.