What’s Your Backstory?
I am originally born and raised in Miami. There I was raised by my mother and grandmother after my father passed away at a young age. Saw my mom growing up and her story was a huge inspiration to my success. I always had some kind of entrepreneurial spirit in me from a young age. I remember crossing the street from my house growing up to buy bubble gum and candy by the 6 pack at K-Mart and sell it at school the next day for a 100% markup. Were talking making a $1 or so on each bar. Not a lot but when you are in 6th grade it felt good! I saved up a couple hundred and started various amount of businesses. Never really succeeded at a younger age in these ventures however each one taught me something different where later in life I was able to tie it all in. Losses are not a bad thing. Losses are lessons if you treat them as such. Others let them become a barricade.
In addition to this entrepreneur spirit, I really had a passion for marketing too. One of my mentors in life worked as the president of marketing for Bacardi and I got to see the creativity behind making a concept a reality. I fell in love with it and knew that is what I wanted to do. I applied to the Naval Academy where I got a congressional nomination by Debbie Wasserman Shultz to go and lost 90 pounds for the physical tests. Long story short, I did not get accepted so I moved to St Petersburg, FL to study marketing at USF. Everything happens for a reason! At USF I met another mentor who soon became my boss. At this agency is where I ended up learning SEO and servicing clients for a few years. One thing I couldn’t deal with was the lack of freedom. That Monday through Friday 9-5 pm in an office with rush hour traffic there and back to build someone else’s dream. It was not aligned with my goals in life. I wasn’t sure what to do so I went to sales where I sold travel memberships for a while as an independent contractor giving me the freedom I wanted. However, this was not my passion. I was still in love with SEO and found it very rewarding to get my clients to the top of Google.
This is when Lux Digital Marketing was born. I had applied the SEO skills I learned at the agency and the sales skill to create Lux. We are an SEO focused agency helping businesses increase revenue by getting them positioned on the top of Google for the product/services that they sell. In a year and a half, I scaled Lux to six figures and have been expanding since. The money is definitely rewarding however I find it more rewarding to see my clients win. Yes, SEO focuses on getting a business on the top of Google and that is what everyone sees. However, I see a business that was able to increase their revenue to where they opened a second location. Now that is rewarding! Over the last 7 years, I have helped dozens of businesses generate millions in revenue by getting them on the top of Google for their products/services. I have successfully optimized in several different industries and every time we break into a new one, we reach the same result.
From Lux Digital Marketing stemmed my consulting where I not only consult on SEO but also sales, business development, scaling, etc. I was able to do this for my business successfully and have helped others do the same.
Beyond scaling Lux to a seven figure business and helping all of my clients hit their goals along the way, one of my missions is to teach the proper white hat SEO techniques. Several SEO service providers still use tactics that are frowned upon by Google. Example, 10 years ago you could spam keywords everywhere on your site and rank high for them. Google now considers this black hat SEO and will remove a website off of Google for using tactics such as these. I wrote “The Fundamentals of Getting #1 on Google” to teach the proper techniques moving forward. With these techniques, I have successfully achieved the #1 position on Google for several clients and have held that position. More people need to know the right way. In addition to my book, I also launched the Lux Growth Academy where I provide a ton of free knowledge through youtube videos, podcasts, blogs and more. This content is not just SEO related but also sales, business development, etc. I want to get as much proper knowledge in the hands of SEO providers and business owners so everyone can feel confident about SEO services moving forward.
What techniques and methods do you use day to day to stay continuously motivated, focused and proactive when fear, hardships and procrastination have the best of you?
No one is perfect and we ALL, no matter how successful, have those days of hardships. I usually resort to the gym if I am having any problems. It not only helps me release stress, but it also gives me energy and works my endorphins. I feel a lot better and clear-minded when I leave. This is when I try to really focus in on work and take necessary actions needed to advanced.
Another method I use might be reading. Depending on the kind of issue I am having that day I may read something that pertains to that issue. This will help me fix my mindset so I can continue to perform well.
Lastly, I always talk about massive action! Just take action! If things are moving slowly in your business…take more action. If you need another client to get to your next goal…take more action. If you are doing well…take more action. It’s simple…action leads to more growth in your business. Stop planning, thinking, contemplating…whatever. Start acting.
What is your definition of success?
In my opinion, success is having time and money freedom. I’ve seen doctors who make a lot of money but do not have time to spend with their families. I’ve seen people with all the time in the world but do not make any money. Then I saw successful entrepreneurs who had the time and money to spend time with their families, travel, and just live life on their terms. I believe true freedom requires freedom of time and money. Most of the decisions we make are based on time and money. We often restrict ourselves from doing the things that make us happy due to one of those two. Whether it’s not being able to afford a flight to a country you want to see or not have enough time with the ones you love. Happiness means something different to everyone. But it all ties back to those two things if we are being honest with ourselves.
How will you continue to grow and succeed?
Mindset baby! I will continue to develop my mindset. It is the biggest asset that we have and most of us do not acknowledge that. I will continue to develop into the leader I need to be to reach the heights I want to go. I also want to continue developing as a leader to be to inspire others to reach their goals as well. With a leaders mindset, I will be able to scale my business from six to seven figures, help businesses make millions in revenue from Google along the way and also teach others how to do SEO or scale their own businesses through my consulting.
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