Permission to Kick Ass

10: Patrick Kenney

Episode Summary

When I asked the entrepreneurs I know to share personal stories, I had no idea we’d go THIS deep. This week I’m joined by my friend Patrick Kenney… and he shares what happened to his business (and his personal life) when he found himself on the wrong end of a six-figure lawsuit during COVID shutdowns.

Episode Notes

Patrick is a straight shooter, and that’s one of the things I really appreciate about him. In this episode he breaks down what he learned from going through a lawsuit at the same moment most of his clients backed off business spending. We crack a lot of jokes (and do a lot of silly accents) in this one, but if nothing else I hope it shows you the power of focusing on the right things, and preparing yourself for the eventuality of a big, unexpected challenge. 

Can’t-Miss Moments From This Episode:

This one is jam-packed full of advice. Don’t miss out - listen now!

Patrick’s Bio:

After working as a web development consultant for over a decade, I discovered two problems:

  1. Business owners with great services and ideas struggle to connect with ideal customers and clients effectively.
  2. Unqualified marketers are taking advantage of business owners through outright fraud and outdated tactics. 

So, I created as a part of my new company; Tech Guys Fix Marketing, LLC. This is the only place where freelancers, entrepreneurs, and business owners can get expert video marketing help so they can crack YouTube's advertising code to get clients and customers on-demand - PROFITABLY!

Resources and links mentioned:

Come kick ass with me:

Episode Transcription

Angie Colee (00:02):

Welcome to permission to kick a podcast about leaving self-doubt in the dust, punching fear in the face and taking bold action toward your biggest dreams. I'm Angie Colee. Let's get to it. Well, Hey there everyone. And welcome to another awesome episode of permission to kick with me today is my friend Patrick Kenney say hello to everyone, Patrick.

Patrick Kenney (00:27):

Hello, everyone Coming to you live from Lexington, Kentucky.

Angie Colee (00:33):

Hey, I'm doing great. I'm just cracking up because nobody here is going to be able to see this, but like I'm watching you on video, like speaking into your microphone and all smooth radio personality. We have so much fun. It's too bad. You guys will never, ever get to see the video for all of these ha there's secret archives. Um,

Patrick Kenney (00:53):

You gotta pay for that kind of access, right?

Angie Colee (00:55):

I, if I actually ever saved the video, I probably would have to have people pay for access, but Oh man, it's so good having you on. It's been a while since we talked actually then before we got on the call, you were telling me some super cool stuff about what's happened in your business. Um, and I mean, well, on the surface, some of it is not very cool at all, but how you recovered from it was pretty awesome. So, um, tell everybody a little bit about what has happened to you in 2020 and the lessons you've learned.

Patrick Kenney (01:25):

Well, the Instagram version is, is that I made $10 billion when I moved to Fiji in my Lamborghini. Now I'm getting, um, yeah, so it's just funny. It's been a year since we were in Austin together at our supergroup meetup and around that time, so for your listeners, I do, I'm a Google guy is kind of the most general term that I would say I've done Google ads for years and years and years, a computer science background. So I get all geeky on pay-per-click and CPAs and all the fun acronyms that are people are like, huh? Does that mean business? And you and Melanie really helped me before. Let's see. I think it was right before copy chief live. We did the RFL group and you and Melanie Warren, our other friend in the group helped me really dial into, Hey, you should really focus on those YouTube things where you're getting pretty fantastic results for you on YouTube.

Patrick Kenney (02:23):

You should do more of that. So around that time, last year, beginning, right before they shut down everything, we had that, that meetup and without getting into like the full Tolkien version of the handwritten manuscript of the Hobbit, I had a business endeavor where I was a partner in a local gym a few years prior to when we had that meetup in Austin and long story short, slightly longer, I ended up getting dragged into a lawsuit when my former partner, uh, went bankrupt, folded the business, decided to stop pay rent. So two and a half years of rent were due on this five-year lease, I had been legally signed out of it and everything. Anyway, how has it be? What they are the get dragged into the lawsuit had hired an attorney to represent me. And they threw out the paperwork where I was legally signed off of the lease, where I should not have had any liability.

Patrick Kenney (03:17):

Anyway, uh, I ended up settling that lawsuit and paying, um, six figures plus and, you know, had to take that out of, uh, some, some retirement. So that kind of sucked a bit. Yeah. And this was right around the time the whole COVID thing was starting to unfold and the clients were like, yeah, we don't want to pay you anymore right now. So these will be holding. Um, and if you'd like to change that to any other accent for posterity, feel free to do so, but Hey, this is who I am, you know that, but, uh, anyway, clients are going like, yeah, you know, it's really good. You know, that like a hundred grand, you're getting us in revenue every month. We just want to go ahead and stop all that and stop paying you till we see what's going on in the world. So I had this cataclysm of events where I'm just kinda like going downstairs to Sherri going, how much rice do we have?

Patrick Kenney (04:07):

Right. And, uh, it was, I mean, I'm, I'm making light of it, but it, it, it sucked a lot. It really did. Um, uh, you and I had a conversation, um, I had to stop, you know, some of the, some of the things that I was paying for one of them being in the group that we were in. And, um, I remember speaking with you and Kevin and, and it, it took a toll on me. Like it hit me hard, not just financially, but just, just the, kind of the betrayal of I went into this business. I gave it my all and I got pushed out of it anyway. And, you know, and there's something that we were talking about offline is that had I not mentally prepared myself years before, I probably would have gone the, you know, forget you, I'm gonna fight you tooth and nail and, and probably would have still been paying legal bills, you know, 12 months later instead.

Patrick Kenney (04:59):

I mean, I made the choice to make, to pay that thing off and put it behind me and I'll tell you, it was one of the best things that I've ever done because you know, it wasn't, like I said, this to you earlier, that happened for me. It didn't happen to me. So that whole experience was just a fortification of my personality. And just, it's really a test. Now, you always think you're going to, you think you're going to be a certain way when you go through a trial like that, you hope you're going to be a certain way. And you're like, yeah, this ever happens. I'm going to do that. And then it hits you and you're you, you respond that way. And it's just, it's pretty, it's vilifying of the situation, but it's also validating of oneself when you're like, okay, I have fortified my mindset, and I've actually put it on the test track and it did what I designed it to do.

Patrick Kenney (05:46):

And this, and I tell the story to you because it really has made me think. And especially in the last 12 months, it hasn't really changed who I am, but it, it has altered how much bullshit I've put up with, you know, in the best way possible to where if I don't feel like someone is ready to work with me, I tell them like, Hey, you know, this all sounds great. And I know you're ready to go, but you're not. So talk to me in six months. So how I dealt with that, it was, it was serendipitous and perfectly timed with the shitstorm. That was COVID. But I mean, here I am 12 months later and I'm kind of thankful it happened. I'm not kind of, I am thankful it happened.

Angie Colee (06:30):

Yeah. I mean, I'm hearing so much great stuff there and I kind of want to unpack that a little bit. So I'm hearing a couple things. One was that you were prepared for this, and this is something I rant about. I think at length in, especially in my book, I call it an F U fund and F-U stands exactly for what it sounds like it stands for. And I cannot, I cannot, I cannot overstate the critical nature of having something in savings for an event like this. Do you need to have $126,000 in the bank? Not necessarily, but you need to have enough to float you comfortably for a couple of months so that you have bought yourself the freedom to walk away from any relationship or project. That's not actually serving you without freaking out that you're not going to be able to eat and wandering downstairs, go where's the rice.

Angie Colee (07:19):

So, so there's that right? Being a little bit financially prepared. And I'm glad that we're telling this story because on the surface, it seems really scary. And for the, for the entrepreneurs that were are listening, they would probably be a little bit, why would I even want to start a business if this is one of the potential outcomes, but the key takeaway I want them to have was that because you were financially prepared and you had the mindset in place to deal with this and to recover from it and use it to keep moving forward. Like the critical thing that I want the listeners to take away from this, if you're listening to this, is that Patrick didn't Patrick didn't advocate, the Pitchfork mob approach, which is something that I see happening a lot in creative communities. And it's, it's so wonderful now that we have communities where we can gather together and talk about experiences.

Angie Colee (08:10):

Is this normal? Is this app like, am I experiencing something really weird? Helped give me some perspective. But the danger in that sometimes is the Pitchfork mob. Like I said, where somebody pissed me off and I'm just going to go Scorchers on these people and I'm going to make them Rue the day that they ever decided to do something to me. And I don't know about you, but what I heard in your story Patrick, was that it was worth $126,000 to you to not give them a year of your time and your anxiety and your fury and your frustration, and just be able to, you know, close that door on it, gently walk away from it, and then focus on the next thing that you needed to do to recover and grow whole and rebound from that experience. Would you agree with that?

Patrick Kenney (08:57):

A hundred percent. It's it, you know, Mentally chalking things up to a learning experience is a very powerful exercise. And I looked at that as, okay. I paid $126,000 tuition in the, in the college of life in there are certain do's and don'ts that again, this was a five-year lease. I mean, if you do the math, it was, I was still in my early thirties when we started that business. And, you know, I probably still had a decent level. I'd been humbled before on this. I wasn't as arrogant then as I was in my twenties. And I just think that's inherent of, of most especially guys. I mean, I know what happens with, you know, with ladies as well, but you know, the arrogance level that I had in my twenties and early thirties, I, it just doesn't exist anymore. And I was already in transition, I believe, but it was still one of those things where, I mean, the whole choice to go into the gym was born out of, um, a health issue.

Patrick Kenney (09:56):

That's another story for another time, not for myself, but, uh, for my better half. But, um, it was born that choice was born out of a serendipitous intersection of this is going to help people on a health. And it did, it did what it was intended, but it was also a, this isn't this like persnickety, you know, it's like an unfortunate series of unfortunate events, right. And, uh, and then it just kind of fell apart. But if I had gone the Pitchfork mob model on this, it would still be robbing me of the joy that I've had and cultivated even more. And when we went into lockdown, we had great times with the boys and with Sherry and just, you know, coming, we were, we always been a close family, but really we enjoyed the time that we were forced to have together and, and blessed with and by having fortifying my mental state against, okay.

Patrick Kenney (10:50):

I look at this as a thank you note to, to the universe that I've paid, I'm paying for this. Thank you note for the lesson that I've learned in that my kids got to observe how I was in that. And I explained to them why I was frustrated and fearful and concerned. And, and they walked with me in every step of that. And I can't put a price on that. I even had my boys, even in the midst of not knowing where this was going to go. I had my boys praying for, uh, I won't say the gentleman's name, but the, the landlord pray that his greed would be eased because he's holding too tightly to money and not looking at the relationship with people. And I said, guys, regardless of what happens, we need to pray for him that his, his heart will be changed because he's in the wrong, regardless of that outcome. And then when it came that we lost and I had to pay and settle, they got to see me walk through that. And imagine if I had gone, you know, eye for, an eye, and I'd gone old Testament with them and they observed that. What price would my boys for that example, even if I did win the lo the lawsuit, you know,

Angie Colee (11:58):

That's such a great approach too. I mean, there, there are a lot of schools of thought that to run your own business, you gotta be tough, right? And you gotta set boundaries and you gotta establish, like, who's the boss, you're the expert. And they're paying you. And, and to a certain extent, that is true, right. Um, if I, if somebody is engaging with me, if they become my client, I want them to trust me. I want them to feel comfortable with me. I want to be able to like, be myself, drop F bombs. If I need to all that loving kick assness that I love to do with my clients. Um, but I never want this to be an adversarial. Like, look, who's the boss here kind of situation. And, and especially when there's been a miscommunication, or there are some hurt feelings, which is inevitable in just about every relationship out there.

Angie Colee (12:41):

Some of my best friends I've fought tooth and nail with, and we've recovered. That's the nature of relationships, but when I am mad and when I'm upset, I try these days to kind of pull myself out of my head a little bit, not go to that Pitchfork mob, echo chamber, right. And think this reaction that I want, I still want to go scorched earth and I want to burn them. And I want to make them hurt. I'm lashing out. Would I be proud of this? If this got to my grandmother, to my mom, if this went out into the media, would I totally own this behavior and say, yeah, I'm in the wrong screw that guy. Like most of the time when I asked myself that question, like when this rage has calmed down a little bit, would I be proud of this reaction? And nine times out of 10, the answer is no. So like doing exactly what you said, forcing yourself to disengage, to, to spend that time with your family, uh, to think about it from the other person's perspective and, and figure out like, okay, I'm just gonna, I'm gonna send good vibes his way and hope that he gets through this too. I think that's all fantastic. And I bet, I bet it paid off dividends in your creativity. When you got back to the ads.

Patrick Kenney (13:54):

It did. And that's a good segue into some of the connections that I love to share and, and hopes, you know, and I, I, if this just helps one person get out of their state of overwhelm to where they can focus on it, then it's worth the time. You know, of course, I always enjoy speaking with you, but it pouring this out. Even if just one person listens to this and goes, yeah, you know what? I'm actually going to change the way I'm going to talk to this client or this person, because as much as we were not at fault, and I'd covered all my bases in that, uh, in that business, you have to, you need to have legal protection. You need to have a business entity for whatever endeavor you're in. You need to do all that you can to prepare. But I think what people miss is they don't prepare for the, the calamity that will happen.

Patrick Kenney (14:48):

And they don't have, they're not mentally fortified to look it as, okay, this is happening for me. And the way is through this. And it's, you know, when you recognize it and you, you, you you've, you know, you've forged that steel armor around you where you're like, Oh, I recognize you. We're we're at battle right now. And I was doing the, I've been listening to this, uh, Bible in a year and it's excerpts every day for about 10 minutes. And there was one, a few days ago, which was, are all, we go through our cycles of, of battles and blessings. And when we're in the blessing cycle, people think it's never going to end. Right. And when you're in a battle cycle, people think it's never going to end. But if you understand, and you're fortified that you're going to go through those cycles, then you start to recognize when a battle's approaching and you've already prepared for that.

Patrick Kenney (15:34):

Then you go, okay, I know you, I know that there are better things in the other side. So what was born out of that was number one, completely separate to what I do. That, that gym was completely separate entity to what I do for clients. What I do with clients is I'm very direct in that said, look, you are paying for my perspective. I love what I do. I don't control Google. I just know what they do better than most people. And I'm giving my perspective in a way in a system that I know works. And whenever you feel that I'm no longer a value to you, then we need to be done. And clients love that. Right? And that's born out of, and this is something we talked about offline is, and I'll say this directly to those entrepreneurs in their twenties and thirties, if you're seeing the ads for like the two comma club awards and those Lamborghinis and the jets and all that bullshit that you see on there, I can tell you right now, you don't want that.

Patrick Kenney (16:29):

You don't want all the headache. You don't, you know, we all have problems. We just want better problems, right? So not having enough money is a problem. Well, when you have more money, you have to pay taxes. And when you have more money then you have to like hire employees and play payroll and deal with all that stuff. Right. Good problems to have because the, the benefits of it are the payoff. But I think the number one goal for anyone in their twenties and thirties, you know, that fortification we're talking about going through the cycles of battles and blessing is to murder your arrogance. And it's funny, I'm kind of, um, Oh gosh, who was it? His book is probably on my shelf here. It's uh, I got it at copy chief live. He signed it for me. Where is it? Roy? Peter Clark. And, uh, his book murder, your darlings, right.

Patrick Kenney (17:18):

Great book. Fantastic. And it's, it's kind of the same thing. It's like murder your arrogance. He's talking about like your pet projects, whatever. But I think when you're in your twenties and thirties, your goal should not be to make a hundred grand or, you know, make a seven figure agency overnight with a two-step funnel, right. Or, you know, get the two comma club award. You're not ready for that. You're not ready for all the responsibility that comes from that. There are the rare that are, again, I'm not judging. I'm just speaking, speaking from my own experience and people that, that I've spoken with. And, and you agree with me when we were talking offline is when you're in your twenties and thirties, the primary goal should be the death of your arrogance. You should murder it. You should take it out to the Backwoods and beat the shit out of it and shoot it repeatedly with the bazooka until it's dead. Because until you have a humbling experience that just destroys your level of it. And I'm not talking about confidence, I'm talking about arrogance, that swagger to where you see some of these ads, you know what I'm talking about. Right. You see some of those ads where they're just like, check out the cash and the Rolex and all that. Right?

Angie Colee (18:20):

I know all I see all I'm always right. I'm never wrong. Like when, when I'm coaching writers and creatives, uh, and usually when there's like a client problem or a communication issue or something like that, I ask them, is this the Hill you want to die on?

Patrick Kenney (18:35):

Brilliant. Yes.

Angie Colee (18:37):

Is this really the place where you're ready to? Nope. This is it. I stick my flag in it. My whole life depends on this thing. And usually when I say that, they're like, Oh, well, no. I mean, it's not that serious. I'm like, yeah, but you just kinda stepped back and let your, your anger and your ego into the driver's seat there. And it was about to drive you straight into a wall. I'm telling you.

Patrick Kenney (18:57):

Yeah. And that's the thing. Like I have never met a wealthy person that didn't sacrifice some more in the more valuable intrinsic relationship or opportunity, whether that's to become a parent earlier so they can enjoy more time with their kids. I mean, there are, if they're honest with themselves, these guys that are out there crushing it and kudos to them, they put their focus on that.

Angie Colee (19:22):


New Speaker (19:23):

I put my focus on my family and having the balance of income so that I could still enjoy. Do you know, you talk about the few fund. I worked very, very hard and I live well below my means, and that's why we were able to, to, and I don't want to take too many hits like that, but it's, that's what it's there for. If I have to do that, when we went into that gym, yes, it was a risk, but we knew that if the worst case scenario came true, we would be able to cover it.

Patrick Kenney (19:49):

Now that was a terrible case. It wasn't the worst possible case we had planned for still sucked, but we were prepared for it. And when this level of arrogance that most of these 20 and 30 year old entrepreneurs have, because they see these ads. I I'm so glad I'm not, you know, my mid twenties seeing all of this, the Facebook ads and all that. And you know, all the different funnel, this and funnel that because it would be harder. And I urge anyone listening. If you're attracted to that, take a step back disconnect from the world and think, do you really want the Tesla? Do you really want, you know, all the, the clothes and the, and the watch. And if you do, if you truly do nothing wrong with that, if you're honest with yourself, I'm betting, that's not the case because I'll tell you what's on the other side of that.

Patrick Kenney (20:36):

The other side of that is my client, the clients I have right now, I have like my, my client cycle. It is like, all of them came back with the exception of two small clients. Every single one of them came back, you know, in back when we were going back to before COVID and right around the time COVID hit everyone kind of paused. And it was like, sky's falling and I'm getting sick. Right. It was, it was within like 60 days that, you know, it would say it was March 14th, I think is when all the COVID lockdowns happened. 60 days after that, all of them were back up and running.

Angie Colee (21:09):

Well, and the cool thing about that, that I want to point out for people listening, right, is that's another ego thing too, because I'm betting that they came back because you didn't, when they asked to press pause, go, you motherfucker, we got, we got a contract. You owe me money. You're screwing my kids by doing this. Like, how dare you. You didn't let the ego and the feeling trash, those relationships in a moment of stress. And so when the moment of stress passed that trust and that relationship was still there, it was still solid. And they were like, okay, freak out over I'm back. I'm ready to do this. And you picked up as if nothing happened.

Patrick Kenney (21:45):

It's that is dead on a hundred percent. It was one of, and that's kind of like when I was talking to you, I was just, I took this approach of, I'm just going to take this for the humbling experience that it is and have trust that we're going to be fine. Because even when I paid the lawsuit, we were still fine. We were still fine. Um, and that's one of the things like, I, I do think that should be the primary goal is to get to a financial safety net living well below your means to where you're like, okay, I have flexibility to figure out what I want to do, or I'm prepared for six months of, Oh, okay. You know, like, Holy shit, you're right. And when the clients came back, it was because I did have those conversations with them where they were like, Hey, we need to put things on hold.

Patrick Kenney (22:26):

I was like, okay, guys, totally understand it. A lot of craziness in the world, if you need anything in the meantime, obviously we're gonna, you know, w when you re you acknowledged your realities, like, look, it was easy, you know, to not put on, I hate the term, like fake it till you make it, because it's such, it's such bullshit. If you're authentic with people and you show up in your truest nature of, of humility and wanting to serve, I believe that to be the perfect recipe for success, because, you know, I'm joking in this email. So with, you know, clients gone like, Hey, if the world's still here, when things start to pick up, you know, you know, I'm going to be sitting home, watching Netflix, drinking wine, like everybody else. Right. And, you know, we had some laughs and I I'd stayed in touch about every week or two.

Patrick Kenney (23:11):

I was connecting like, Hey, just checking in, see if I need to give you guys anything, how we're thinking, how has the family, are you guys safe? Just real personal connections. And it paid off. And the here's the funny thing, Angie, like I had some clients I've had for seven and eight years and they've become good friends. And they checked in on me with the whole lawsuit thing, because that's the kind of relationship that I have with them. And, and not like I wasn't like volunteering it, but in my, in our conversations, it was, I don't know where my heart on my sleeve, but you know, when you're talking something and wrong, you know, most people can pick up on that. And I have one client. He was just like, Hey man, I got, he's a brilliant surgeon in Chicago has become a really good friend.

Patrick Kenney (23:55):

And so I haven't raised his rates in like forever, but because he's just a really good dude. I mean, we do great work for him and what not, but the relationships have matured. And he was one he called me and he's like, Hey man, I've got to like, I'm sending everybody home because we can't do any procedures. I mean, and he's got this practice on Michigan Avenue, just this he's actually a unique guy. He's one of the most humble, brilliant plastic surgeons you'll ever meet. Cause most of those guys have a big ego. He doesn't, he's just really good dude, good family guy. Um, and he was just like, are you okay? And I was like, I've been better. He goes, c'mon, what's what's going on. He got a dug a bit. And I was like, well, I'm dealing with this. And he was like, dude, I'm so sorry.

Patrick Kenney (24:32):

He goes, man. As soon as we're back open, we'll get up and go. And he's like, if you need anything in the meantime and you know that wasn't the only client conversation I had like that. And that's what I'm talking about when you murder your arrogance and you really show up in a way again, it's it takes practice to know the line of being too friendly and too nice. I said, I tell people like, know the differences between nice and kind. You can nice. It's just like, okay, I'm gonna let you waste three hours of my time. And I'm just gonna sit here and go, aha kind is going like, Hey, that's fascinating story. I really have to be somewhere, but let's catch up another time. Right. That's the difference between nice and kind. But it was just one of those things where I felt a very personal connection with my clients because I showed up in a kind and serving way.

Patrick Kenney (25:13):

And again, I know my worth and I know what I need to charge and I'm not going to say yes to like pennies, but having to have that whole like veil of, you know, we're two separate entities, it's human to human connection. You know, B to B it's kind of bullshit. B to C is kind of bullshit. It's like the most personal connections you have. Yeah. You need to have your stuff. You need to, you know, your cross, your T's dot your I's, especially when you're writing copy, but it's one of those things where you, you do need to blur the lines a bit as far as the dynamic goes and that pays off. Does that makes sense?

Angie Colee (25:46):

Absolutely. And I mean, and, and to clarify for people that are new to the show, if you haven't heard me geek out over copy before that is basically sales writing, like advertising writing, and, and Patrick is an expert at YouTube advertising. So, so he knows and understands advertising copy very well. And it's still a very creative thing, which is, which is pretty awesome. Um, what I love about that point that you just made is when you pay attention to those slick marketers with the Lambos in the millions and you make millions overnight, hint, bullshit, never happens unless you're scamming people, which that's not the kind of business that Angie teaches. So if you're here to make that you're in the wrong place,

Patrick Kenney (26:26):

Well, if it smells like bullshit and it looks like bullshit, it's probably bullshit

Angie Colee (26:30):

Yep. Um, the, the fact that like, when you, when you follow those guys, you get this impression that you have to have this veneer in order to make money. You have to have this wall between you and your clientele. And especially for us small business practitioners, like I think the world is moving toward authenticity in a big way because those slick polished guys have screwed over enough people in off enough people that, that the trust is really a factor now and, and wish god all of the frickin wish ads that you see out there. And you think you're buying a pretty shirt and you get doll clothes. Like.

Patrick Kenney (27:03):

those are the best.

Angie Colee (27:04):

people want to trust the people that they're working with. And, and yeah, I don't advocate that you share with everybody what you're going through all the time. One of our, one of our mentors, Kevin Rogers, uh, from copy chief and copy chief live, he phrased it in this way that I just thought was genius. Show scars, not open wounds. So it's totally okay to share what you're going through and what you learned from it with a little distance and perspective. Exactly like Patrick's doing right here right now with us, uh, because you're not separate from your business and what's happening in your life and in the world is connected with how you're performing in your business. So taking that time to take care of you and be a person and relate with the other people that you're doing business with. It's just so good. So good.

Patrick Kenney (27:52):

That's so key. You know, that's a brilliant point if this were an ongoing issue right now, if I were in the midst of trying to find out what the outcome of that, uh, I'll say disagreement, because I'll say it's kinda like, it's just a disagreement [hisses]

New Speaker (28:13):

such a polite way to put it

New Speaker (28:13):

the disagreement over T when, you know, um, the, it goes British. I don't know everything proper is British, but if I were in the midst of going through that challenge, we would not be talking about right now, because Hey, in this, this medium is not something where you need to have open loops. You know, we're not writing a multi-stage email sequence where we're going to keep people hooked to like, what's going to happen on the next episode of, you know, the.

Angie Colee (28:39):

no HBO cliffhangers

Patrick Kenney (28:41):

right. I can close the loop on this as a here's what I learned from that. And I think it's, it's like pointing to a scar on your forearm. Like Kevin has mentioned, you know, showing scars, Oh, well, I got that because I was knife fighting ninjas while I was, you know, skydiving over Belize or whatever, you know, um, also another HBO series in the works

Angie Colee (29:02):

Sign me up!

Patrick Kenney (29:03):

You know, the, the, the really interesting connection. And so I'm, um, go with me on this one. This is pretty interesting. So one of the clients they'll remain nameless. Um, they, this is, this is like a Kevin bacon moment. Uh, one of my favorite clients that I've now had for over a year and a half now, I think about a year and a half. Something like that. Uh, I met through a connection that I made through RFL, uh, connected with our CEO, got along famously connected with their VP of marketing. She loved the way that I thought about, you know, YouTube. They were wanting to get into YouTube. They have become one of my largest clients consistently month after month. They leave me alone, I rarely hear from them because they know I'm going to do the work because I show up very, in a very authentic way.

Patrick Kenney (29:53):

And my presence is not one of like all good news. I show up when it's bad news. And here's what I think we should do next. I'm of the perspective of, okay, this is what's going on the ad platform. And they appreciate that so much. I give them flexibility in how we work together. There's a performance model to where, when I work hard, it pays off. And that was just like, I'll check in with them on a regular basis. And that has led to them, referring me to other people because they love how authentic I am. And when I talk to these people and I talk about like the no approach of like, Hey, you're not ready. Here's what you need to do to get ready. I was speaking with a now client who wasn't ready a couple months ago. I said, here's what you need to have in place before I come in.

Patrick Kenney (30:37):

And I was talking with them, gosh, was it last week? Oh the days all run together recently. It was one of the last week or two. Anyway, they, um, they, they got on the phone. I was like, Hey, how are we doing with this stuff? And they said, Oh, we can also, we're ready for youtube ads, you know? Okay, good. And signed the contract. We've got gone, whatever. And I was talking with a guy and he goes, you know, your approach that you gave us before we came on board with you, like, you need to like sell that. And I up and I have this document that I've created. Like, this is the check. Like, you need all these before you come to me for youtube ads. And it's funny, cause I teach us on my membership training. Um, uh, you know, people want to learn how to do YouTube ads.

Patrick Kenney (31:14):

I teach that to them and he said, man, like this would benefit businesses as well. And so I'm launching in March cause okay. If I plug this a little bit. Yeah, absolutely. So I have come up with, uh, it's very cliche. I call it the traffic ready system and all it is, it is a process that you take any business through to basically knock off the checklist of, are you ready for first and foremost, is, are you ready to maximize the traffic? You're probably already getting and marginalizing and are you ready for paid traffic through any medium? Whether it doesn't matter, it could be an advertorial. It could be to [inaudible] whatever the traffic is, doesn't matter. Are you ready to receive that? Meaning do you have offers? Do people know what you do? Is it clear the benefits of your service? Do you have email all the different things like that checklist I'm in the early stages of completing the draft of the book, optimistically March 1st, which really means to those listening.

Patrick Kenney (32:14):

And it's after March 1st, April 1st. So once that's ready, I'm going to make that available to people. And I'm going to, I'm going to charge like five bucks for it, whatever, but I'm going to give that whole traffic ready system that would not have happened. Had I not had the connection of, you know, RFL connecting to a client the way that I've shown up in a very human authentic way, being the confidant and not just the I'm going to mash buttons for you. And I did my job. Don't, you know, don't bug me 'cause I did my job kind of thing that led to a referral to a client that gave me the epiphany of you could really help a lot of people. If you put the system in a way that other people could take advantage of it. I know that's a lot of unpacking, but

Angie Colee (32:56):

No, I think that's great. And the funny thing about this, so we're recording this in February to give it context. So when you're listening to it, obviously it's going to be past when Patrick has launched and hopefully we'll be able to circle back and update with some, some really cool results or something. But I think this is the power and Patrick's mentioned RFL a couple of times. That's how we met. I was a coach and I still am a coach for this program, uh, called real free life, which teaches you how to build a business writing specifically business, uh, that really supports the, the lifestyle that you want. Not just like million dollar and Lambos, but if I want to spend time with my kids, I want to take Fridays off. Like how do you design a business to get you to that goal? So, so that's what RFL means.

Angie Colee (33:38):

And that's, that's how we met. But you know, you made a connection in one place like RFL and you followed that connection and you have conversations and you develop that relationship and they need you. They lead you to another place and you follow that 'cause it feels good. This is like a series of just chance encounters, following your gut, making a decision to see what happens. And then you look back one day and go, Oh shit, I built a business. Like I wasn't even really aware that I was doing that as opposed to the traditional approach that people teach where. Like you got to sit down and you got to write a business plan and a SWOT analysis, fuck your SWOT analysis. I don't, I don't care that

Patrick Kenney (34:16):

swat your SWOT analysis

Angie Colee (34:17):

If you're seeking VC funding, which don't sell part of your business to someone else don't do it. Don't do it.

Patrick Kenney (34:22):

Don't ever, don't ever do VC funding in my humble opinion. Some people do, but yeah, it's funny the SWOT analysis. Oh my gosh. I've had people. Can you send me a proposal? Yeah, here's a proposal. How about I run your ads when you're traffic ready and I make you some money. How's that for proposal? What does that look like? You know, I don't do proposals. Like nobody reads them. Like I'm going to spend a week writing some bullshit proposal that you're not going to listen to or read or any of that. How about you just look at my testimonials and take a chance.

Angie Colee (34:53):

Yeah. And, and if it doesn't work, it doesn't work. We part ways as friends, there's no need to like get at each other's throats about this. Um, if you don't like me, you don't like me. I like me.

Patrick Kenney (35:03):

I think with RFL, I wouldn't RFL. Yeah. I mean, I like you too, Angie was like you, then.

Angie Colee (35:09):

What's not to like about me?

Patrick Kenney (35:09):

they have permission. They had permission to, to like something else that's not kick ass.

Angie Colee (35:17):

This is staying in. This is staying in,

Patrick Kenney (35:21):

Um, for the, for a written transcript of today's podcast and $2, um, that I, you know, I got an RFL because I was working too much trying to do the agency model and, and, and you know, I won't say my own defense, but in my mindset at the time it was, I was looking at some of those bro marketers going, man, these guys are two-step funnel in with webinar and making a hundred grand a month, man. Whoo. How are you doing that? Yeah. And it's like, Oh yeah, this is all bullshit. And then RFL came through and it's like, okay, how can I get better at copy? And you know, sharpen iron with other people that have a similar mindset. And it's funny, this is another thing that I think is really, really important. You know, second to murdering your arrogance is understanding that if you want to be something, hang out with five people who do it really well, you'll become the sixth. If you want to hang out, if you want to get really good at copy, hanging out with five people that are really good at copy, you will become the sixth, right?

Angie Colee (36:21):

They can't see me over here doing my yay man cheer

Patrick Kenney (36:25):

It's the same thing with the bro. Marketers. You want to be the, the scummiest low down and you know who I'm talking about. The people that are like Millie, if anybody identifies as millionaire at a certain age they're, they may have done it. But I can say with it, if you want to live your life the next 10 years and look back and go, Oh, did I really wear parachute pants and then follow those guys. But if you want to look back 10 years from now and go, man, I am still doing the same thing and enjoying what I do got time freedom. I'm working with clients that I actually enjoy talking to when they call me, because I know they're not calling me to berate me, you know, then hang out with people that do that. That was what RFL was for me.

Patrick Kenney (37:10):

That's what copy chief still is. You know, Kevin's one of those guys to where he's just an authentic dude and, and it comes back to, you know, hanging out like I want my clients to my clients have to pass the beer model. Right? Do I want to have a beer with them. yeah. Everybody worked with I'd have a beer with absolutely.

Angie Colee (37:28):


Patrick Kenney (37:30):

And it's so key. So again, I really wouldn't, I could pack more in, on a single episode, but I mean, if I were to sum it up, I would say, you know, if you're in your twenties or thirties, your copywriter, or you want to get better copy for Facebook ads or YouTube ads, number one, make that your focus, because I can tell you now my shifting, even over the past 12 months has become more on the messaging on these platforms and less about the audience pushing the buttons because all the AI stuff is taking over.

Patrick Kenney (38:01):

So your job, if you want to become really, really good at YouTube ads is eliminating overwhelm for clients. It's not running YouTube ads, it's eliminating overwhelm, helping them connect a really good message to a really good offer. And you just grease the chute for them on YouTube ads. 'Cause they don't want to do it. You could make a really healthy living, really healthy living. And you do the same with Facebook ads, but it's not about like the audiences and the pixels and all the stuff. It's more about the messaging, which is why you should be really damn good at copy. Um, but murder your arrogance, I think is the first thing, twenties, thirties, right now, murder your arrogance. If you, if you want help doing that, I'm happy to help you murder your arrogance. You can email me personally. Tell me, tell me what you need help with. I'm happy to help put you into perspective of what's really important and I'd mean that genuine nature.

Angie Colee (38:50):

I know that I trust you. And to be clear, like I don't think necessarily making six, seven figures is an automatic marker for arrogance because Lord knows I want to be seven figures. And I, I semi jokingly state that one day, I'm going to be Oprah's favorite thing. And that's one of my goals, but I know my big reason why behind what I want to make seven figures. One is just to see if I can do it. Like I just want to see if I can, I don't care about the land

Patrick Kenney (39:14):

buy more beignets with gold flecks on them

Angie Colee (39:17):

As we're recording this. I am in, in new Orleans and I have been like sugar bombing myself with beignets which has been fantastic,

Patrick Kenney (39:23):

Yeah. Angie has been making me want to eat my phone every day when I look at her feed. And I wonder if this comes through on the new iPhone. it doesn't, don't do it

Angie Colee (39:32):

Smell of vision and taste division. Um, so, so it's, it's not flat condemnation if you want to make seven figures. But like I know one of the big reasons, like I said is to see if I can do it. First of all, I just want to see it's a curiosity. And second, if I can do it, I want to see how much I can give. I want to be like an angel investor. I want to leave thousands dollar tips at restaurants just to help somebody like the, the wealth for me comes in, spreading it around and, and sharing with other people and lifting other people up because I really, really do believe that a rising tide lifts all boats,

Patrick Kenney (40:04):

Well contribution is an incredible wealth factor. I mean that like, just from like feeling wealthy and rich and wealthy, there's a difference. Okay.

Angie Colee (40:15):


Patrick Kenney (40:15):

Time wealth is what I'm after. Like once I have a certain, you know, monthly top end that I hit where it's like, cool, if I can do that without putting more to your point about the seven figures, like if I can hit higher income goal and not increase my time, increase the efficiencies with the time I'm doing, like, can I pull these levers and make a bit more and still keep the level of service up and not sacrifice time with my family. Cool. But I'm after time wealth, you know, I've got it. As of this recording, I've got a 10 year old and 13 year old that I love and adore and thank God they still think the world of me and fishing, camping, you know, trips like that. That's what matters to me. I don't care about the Tesla. I mean, yeah, sure. It'd be cool to have. And if I've got extra cash and I wanna buy one, fine. That's not, you know, it's not the ultimate thing. You know, it's been said that when a good thing becomes the ultimate thing, it becomes a destructive thing.

Angie Colee (41:16):

Yeah. This this stuff, isn't the marker of success. It really isn't the stuff. It's just stuff. And you can't take it with you. And so that's, you know, knowing your big why and what drives you, do you want to be a recognized industry expert? Do you want to have a comfortable living? Do you want to hole up in a cabin, you know, off the grid and only emerge once a year to do one big sale and then you've made your money for the year and you disappear, like whatever you want to build your business to be. You can, you absolutely can. It doesn't have to be

Patrick Kenney (41:45):

You have that permission. You have that permission. If that is your kick-ass like.

Angie Colee (41:51):


Patrick Kenney (41:52):

If that's your kick scenario, then, then that's, then we're giving you permission to do that. Right. There you go. That's good. What is your kick scenario write it down? And you have now been given permission because again, it's not, It's not quantity. It's quality.

Angie Colee (42:11):


Patrick Kenney (42:12):

Not to drop more. Can we try more cliches? I mean, your, your bullet point, your podcast bullet pointer is going to be like, can you guys stop him? And like 10,000 words, and I'm not even

Angie Colee (42:23):

The emails and all of the promotions for this are going to be so long, but we did drop a lot of it. And so that, that actually brings us to a very natural conclusion. We just dropped a whole ton on you for everybody that was listening. And I hope you got a lot of good value out of that. Uh, Patrick, why don't you tell everybody how to find you if they want more information on what you do?

Patrick Kenney (42:41):

Yeah. So if you would like to pre-register well depending on when you're hearing this, it might be available. But if you'd like to grab the traffic ready book, you can go to traffic, ready,, and that's going to have all kinds of cool stuff on there. I'm probably going to be putting it for five bucks and it's just going to be a digital copy. I'm not doing the free plus shipping bullshit, whatever incredible value. If you don't wanna spend five bucks to transform your business, you don't buy it, but you know, five bucks, you get all my best stuff on there. Check it out. If you'd like to explore my membership, where I teach Google, you could get the Google ads, please. Don't cut that out. Please leave that in there. That's it.

Angie Colee (43:21):

I want to keep that in so that people know that you don't have to be polished all the time just to do good business

Patrick Kenney (43:25):

No, again, 90% of it is showing up, but, um, I'm also a tech geek. So technically I'm not supposed to be able to speak except like in just like low mutters and that's my stapler. But if you'd like to explore learning how to do YouTube ads and learning how to do video ads, I give all of my best training on my membership that get you That's get the idea being we will help you get booked with clients and customers. That's the whole premise. So get you You can check that out. And if you have any questions, you can actually email me personally, because I do respond to them, Patrick at get you

Angie Colee (44:02):

That's fantastic. And I second that I highly recommend Patrick super, super smart dude. Uh, really, I don't want to say dumbed down, but I'm going to say it like dumbed down the tech for me so that I can understand that. Cause I'm a true creative, um, and helps me make sense of all of the technical mumbo jumbo, which I super appreciate him for. So Patrick, thank you so much for joining me today and we will talk soon.

Patrick Kenney (44:26):

My pleasure. Thanks so much. Bye everybody.

Angie Colee (44:32):

So that is it another awesome episode of permission to kick on the books. If you want to know more about the show, if you want to know more about me, Angie Colee and the mission I'm on to help entrepreneurs punch fear in the face and do big bold things, then head on over to permission to kick That is all one word together, permission to kick, make sure to sign up for my email list so that, you know, whenever there's a hot, fresh and ready podcast episode out for you. And also on Mondays, I like to send out a little newsletter called kick Mondays ass I'm sure you're totally, totally surprised by that. So thank you for being here with me today. I'm Angie Colee. Make sure that you share this with a friend that needs to hear this message today. Like it, share it. Comment wherever you're listening to this today and let's go kick some ass