Ep. 151: How this online entrepreneur built a six-figure business through email marketing with Eli Adelson.
In this episode, I speak with Eli Adelson who is the Co-Owner of Peace and Harmony Co.
Eli Adelson built his company to a high six-figure business while traveling the world, living abroad in Europe and Asia, and finishing a degree while in Thailand.
While not everything works out perfectly, he lives a life most people dream of. Now he’s passionately helping others live in “flow” — when things work out in your favor effortlessly — so they experience more success, more joy, more often, in both business and life.
Listen on to find out how Eli has been able to build a remote six-figure business while helping others.
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Transcription :
Debbie:
Hey everyone. Thank you so much for being here today. I’m really excited to speak with Eli. Hey Eli, how are you?
Eli:
Hi Debbie. I’m good. Thank you so much for having me today.
Debbie:
It’s really great to have you here because just a few weeks ago we first met when I was in California and you were talking about podcasting and you being a podcast guest and none of the quarantine has happened yet and now we’re all stuck at home. And I know Eli you are an avid traveler so this must be such an interesting time for you.
Can you tell us a little bit more about you and why you live an offbeat life?
Eli:
I started traveling around 20 years old and just kind of got addicted to it and I wanted to know more about the world and more about different cultures. So I kept doing it and then decided I didn’t want to live in the U.S. anymore and basically moved to Thailand and stayed there for quite a long time and then moved to Malaysia and now it’s been 10/11 years now.
The whole offbeat lifestyle just really fits me and really resonates with wanting to explore into learning more about the world and what it has to offer.
Debbie:
You have a very interesting story too because you have been traveling around and you’re able to do this through the business that you have. Can you tell us a little bit more about that and how it has allowed you to really live this offbeat and nomadic lifestyle?
Eli:
Yeah. So, we have a business called Peace and Harmony Co. where one of our goals right now is to create 1 million pockets piece for the U.S. and then other countries and we do it through a free program that you just play and it’s completely silent ’cause its made for offices and whatnots which is placed in the background.
Having this outlet, it’s just me and my father so I’m a little bit at an advantage where some people might not be able to go into business with one of their parents or their significant other or friend or even have something set up in mind. But it was kind of out of the blue like he just asked me if I want to work with him and start doing stuff. So, I started doing copywriting and was only earning a little bit of money but living in Southeast Asia, a little bit of money goes a long way. So you really only need like $1,000 a month, $1,500 a month and you’re good.
So that’s kind of how I got started with copywriting and then kind of slowly, I just kept building it up. And now I have no idea what I would do if it wasn’t for that business.
Debbie:
It’s a really great way for you to do that too because now you’re able to do something that you are interested in and also help other people while you’re doing it as well. So that must be really fun for you, huh?
Eli:
Yeah. It’s definitely interesting. It has days, I’m sure everything does.
Debbie:
So, what is it about the company that you built with your family that really got you to be so inspired that now it is a huge business for you and your dad? And it is able to kind of allow you to create this income even throughout all of these different crises that we have now, that’s really what the dream is about.
Eli:
That’s a good question. I started doing email marketing and copywriting, to begin with, and it was because I just finished University. I did an online program when I visited Thailand and lived there. Quick tip for you, listeners: if you want to get out and not sure how to do it, find an online program and those still give you student loans if you need to and pick somewhere cheap to live.
So, I was doing copywriting and email marketing just because I didn’t really know what to do and I didn’t want to do an English teaching job and get a proper 9-to-5. The idea of having that freedom and having that flexibility had already appealed to me and this was just the chance to do it.
We primarily started off as more of coaching and consulting which is becoming a huge industry right now and growing so quickly. Putting together these packages maybe 3 months, 6 months, a year, and outlining what they would get from that. And then signing up clients that way through email, through word-of-mouth and referral and slowly kept building it up that way. And then here and there we would sell some of our physical products.
Debbie:
For somebody who is just starting out, when you first started out as a copywriter and email marketer, what were some of the things that you needed to learn in order to be really good at doing that? Because that is really hard to do; being persuasive and marketing to people is one of the biggest hurdles that most entrepreneurs have.
Eli:
I love that question. Copywriting, for me, is all about getting them to feel what they’re already thinking about. So I was just talking to someone about this the other day who wanted to write a sales letter like a short Facebook post because they wanted to get something out there.
First, you think of what would be the top of the problem that you’re trying to solve. So if you’re trying to solve stress caused by anxiety, how would that create something tangible? In this particular era, people are stressed out and that keeps cortisol levels up which basically deflates your immune system. So when you go outside you’re more susceptible to colds and right now is not a good time to be susceptible to do anything.
So we just say it’ll help protect you against colds, flu-like symptoms, and things like that and you don’t want to have your immune system take a shot right now because of COVID and everything going around. And so that’s the solution and the problem that you’re leading with.
Then, throughout the copy, you just hit the points of why it needs to be important to them because people don’t know until you tell them. In the end, you just wrap it up and say, “This is what you need in this will solve your problems,” – that’s a really short, condensed version of it.
Basically, that’s the template that I follow: what’s the problem, here is the solution and this is how you get it. If you have a longer period of time: this is the problem, here is an expert and here’s the solution that I’m presenting to you and this is why you need it. That’s kind of my favorite outline.
Derek Halpern, I took a few of his courses when I was first starting out and the stuff he taught is absolutely amazing. I highly recommend everyone to check him, read his free content or even take any of his courses if they resonate with them.
Debbie:
When you first started your business and now that it’s obviously established, were copywriting, email marketing and ads the biggest way you were able to get people in to try your products and to actually buy it or were there other strategies that you were doing that were also working as well?
Eli:
It was mainly the copywriting and email. My business partner likes to create products and from a marketing standpoint, it’s not good when you’re creating a new product every week, every couple of weeks every month and then you’re always having to retarget your marketing and you can’t promote anything. One of my huge frustrations is that we always have something new to promote so I can never focus on one product at a time and really build that up which is why it took so long to get to where we are now.
Another great point is whoever is just starting: just pick your niche, pick one product to promote and you just keep sticking with that and you keep promoting that and don’t get, I think they call it, the shiny object syndrome where you’re like, “I’m going to do this new program and then I’m going to promote it and people are going to buy it.” I know it’s fun but it’s so distracting. If you’re trying to build a business and earn an income if it’s just trying to have fun go do whatever you want.
We had a really responsive email list and I think it was only like 300 people at first and most of our business growth was through this email list of two or three hundred people which shows a really good point that you don’t need a huge email list to have a six-figure business. We have a larger one now, it’s still not that high. I think I only like sixteen hundred people or something like that and it’s growing and now we’re focusing more on growing it.
Definitely for us, email marketing and copywriting was the main way to go
Debbie:
Wow. Well, I mean that’s a really great point too because we often think and we often see so many gurus, big marketers, and big business people out there who have hundreds of thousands of emails. And you think you need that and it kind of makes you do not want to try or maybe makes you feel really deflated when you hear those things and then you come in, Eli, and you’re like, “No you actually just need dedicated people on your email list in order to create six figures or more with your business.”
How did you actually get your email list to grow and build and how did you make sure that the people on your email list were the ideal audience and ideal clients that you wanted to have?
Eli:
It was before I started working that we had a shortlist and then my business partner, he would just talk to people and get their email in person. There were already people that wanted to have conversations with him and wanted to learn more. So, we just took their email and built it up like that and then once it got to a certain number, we just ask them to share what we are sharing with their friends and anyone who they would think would benefit from.
So, the referrals came in huge for that and especially for getting new clients and paying clients. And I think a lot of times people are scared to ask for what they want like, “No. This is my email list, I can’t say you should tell other people to comment and join and share this content with them.” If you’re going to be living this lifestyle and running a business like this, you definitely need to step up and ask for these referrals. Whether it’s referrals for getting emails or for getting clients.
Debbie:
When you’re creating the emails that you have, because now you are really good at copy whether its ads or for your emails, do you have specific tools that you use? I know you mentioned taking classes before for Crete & Copy. Are there things that people should look into before they start creating their own email marketing?
Eli:
Besides having your product, your niche, and kind of having an outline of what you’re going to say if you want to study something and learn more about marketing techniques and sales, one of my favorite things is audiobooks. I haven’t been listening so much while I’ve been here, but when I’m back in Asia where I’m based, everytime I’m going somewhere, I listen to an audiobook.
Sales audiobooks are just phenomenal like Grant Cardone, Anthony Iannarino, Jeb Blount – all of these people are so good at what they do. And sales is a psychological thing as well and I think a lot of people don’t realize that or once you learn about how people think and it’s a little bit about human behavior. Then it’s easier to definitely hit those points and hit those psychological aspects for them.
If people don’t want to spend money go to YouTube. What’s her name… Vanessa van Edwards? She wrote a book called Captivate. She’s got loads of free videos on YouTube. There’s another guy: Charisma Channel, I think it is. Again, lots of things and all of this stuff is mainly for human to human interactions.
It’s easy to transfer it to a written copy, it’s all the same triggers that you’re hitting. Starting out, learn about how people think, learn about communication, learn about sales and you can do a lot of it for free if you don’t have the money to invest.
Debbie:
When people hear “sales and marketing” that really triggers a lot of people, right? ‘Cause you’re automatically thinking, “Okay, it’s the salesperson and I don’t want to be sold anything.” And it has some negative tones to it when you first hear it. And then, you realize the really great marketers and the really great salespeople you don’t even know that they’re selling you, they’re just doing it and you already want to buy.
So, there’s a huge difference to that and I think Eli has a great point there and that when you’re learning from people who are doing this really well, it won’t feel like that. You won’t feel skeevy and I know I’m talking to a lot of people here who are creatives and for me, for myself, before I started getting into marketing and before I got really excited about it, I thought the same way.
I thought to myself like, “Oh my God, I don’t want to be that person. I’m embarrassed to do that.” And then you realize it doesn’t have to be that old fashioned way of just selling to sell. There has to be some sort of connection there because now people are getting smarter. There are so many different options that there has to be a story and a connection for you as well.
Eli:
Definitely and I think the thing that people get twisted about sales is that it doesn’t necessarily have to be selling that you’re in sales conversations all the time, whether you’re with a group of friends and you’re trying to figure out where you want to go out to eat – that’s effective sales, but there’s no monetary transaction.
It’s just you’re offering value and you have something of value that can help other people and that’s all you’re offering. And sales is a way to make them see that it can be valuable for them and they might not realize it unless you tell them.
Debbie:
What has been the biggest setback that you have encountered as an entrepreneur? I mean, I would say even now because we often think about it in the beginning. And I feel like there’s a lot of similarities when we begin but what about now that you’re an established entrepreneur? What is the main thing that is your hurdle?
Eli:
Before, it was definitely having too many products to try to promote. Now, we’ve got over 700, not all are available, but that’s ridiculous. So, picking one thing and going with it and taking for promotion – that’s huge even now. I was starting to go back into that group even yesterday being like, “We got all these, how do we promote it?”
And then I realized that’s not what we need to be doing right now. We need to be just focusing on these three products that are about to come out. And it’s the same product line, basically, like small, medium, large systems and eliminating the distractions of anything that isn’t going to help promote the use and build these up.
It’s not necessary because I think a lot of times people get too caught up in little details like, “My website has to be absolutely perfect before I can send anyone to it and everything has to work.” Like a $100,000 website or whatever and you don’t need that. All you need is PayPal, really, and then if you have people’s email addresses, you can sell directly from the email.
I know it’s not ideal, but we’ve done it before. Actually, some of our most successful programs have just been sold directly from the email. So, definitely, eliminating all these distractions and realizing that the core of it is you just need your offer and a way for people to buy and go from there.
And then once you start having people buy from you is when you can start to really like hone in and make things look pretty and then build up from there. But it’s not a reason that you shouldn’t have clients or customers in the beginning.
Debbie:
I can relate to that. I think in the beginning we definitely have shiny object syndrome. And even now, when we’re in this quarantine and we do have some time in our hands, we’re looking at more things to do, more things to create. And I actually had to do that with myself about a week or two ago and I said to myself, “Okay, you can’t keep creating new things just focus on what you have now because you’re not going to build it up if you create something new which is taking away from your time. So, focus!”
Eli:
It’s hard though, isn’t it?
Debbie:
It is. It’s really hard especially when you have so many things that are distracting you and maybe you’re seeing other people create momentum with what they’re doing and you’re like, “Oh my God, maybe I should do something similar.” And then you don’t realize that other people are looking at you at what you’re doing and saying something similar to you know.
And it’s funny. One of my friends actually posted this quote saying, “What would actually happen if we just stuck to one thing?” Like we stick to our college education and we graduate. What if we actually stuck to one thing and our entrepreneurial journey and we don’t get distracted and just focus on that – what could happen to that?
So, it’s really easy to get distracted by so many different things but as long as you believe in your product and your services, if you focus on it and there’s a lot of times, especially in the beginning, that nothing is happening and you just have to keep going and the momentum is going to keep flowing after that.
Eli:
Yeah, exactly.
Debbie:
Eli, let’s talk about your travels now. I know we can’t travel right now, but you have gone to a lot of different and really cool places and you had mentioned you were in Asia. What was that like living there? And your money goes a long way especially as a digital nomad and you’re earning pretty decently with your business. Why did you choose Asia rather than say Latin America or Eastern Europe which are all so cheap?
Eli:
Asia always seems to kind of resonate with me. I used to have this big map of the world on the wall in my room and I used to stare at a lot and I would always stare more on parts of Asia and think about what it was like. And then, I became really interested because it would just throw me so far out of my comfort zone where I just have to learn all these new things and adapt pretty quickly.
So, my first trip abroad, officially, was to Japan and everything about Japan is different than here. Nobody speaks the same language, the food is different and people are crazy polite and there’s a lot of order and cleanliness to things which is great. And then, I just kind of wanted to see more of Asia and see a little bit more of the rough side of it where things aren’t so much in your control and then you really have to decide how you want to react to those situations.
So, I ended up in Southeast Asia, you’ve been to Southeast Asia, right?
Debbie:
Yeah. I’m from Southeast Asia.
Eli:
I didn’t know that. I know you’re Filipino but yeah. So, you know what Southeast Asia is like, there’s a lot of things that can come up that you just have to figure out if you’re going to let them ruin your day or just go with the flow and go from there.
So, I think I just want to be out of my comfort zone, resonating with the cultures, and then the weather. The weather is huge because I don’t like cold weather – it appealed to me most. And then from there, you can jump off with the budget airlines like AirAsia and just travel all around for so cheap and so you can see a huge chunk of the world for not a lot of money.
And it is really cheap to live there and you can get the best food for like $1 or $2 or even better food for like $5 depending on what is that you’re after.
Debbie:
I hear that a lot from digital nomads. That’s why they often go to Thailand and Southeast Asia because it is so cheaper than Latin America. Your money goes a long way and you don’t have to work as many hours. You can work less and actually live life in a better way. You get to experience so many more things, different cultures really appreciate it without really breaking your back for everything that you’re doing as you do in places like New York City or in California or those big metropolitan areas all around the world.
So, it’s a really great way to have more freedom with your life when you do that.
Eli:
Yeah, definitely. And if you’re not wanting to jump so far into the whole different cultural thing then, go to Kuala Lumpur or Singapore. In those places, everyone still speaks English. They are quite diverse in terms of culture and people. It’s like a mix of Western and Asian and it’s amazing.
Kuala Lumpur is where I’ve been based for the last two years now, and it’s so great to be there because you can still talk to everybody. And you can still go out to coffee shops and then start chatting with a person next to you. Whereas Thailand, not so much.
Debbie:
When you’re in another country and you don’t know the language, how do you usually make sure that you’re still able to enjoy yourself and not feel isolated? Because that can happen especially when you don’t know anyone. How do you make sure that you have a community around you?
Eli:
That’s part of the fun but now you have places to meet up with groups and there are always things going on where you can go and meet people.
I was living in Osaka for the summer basically for 3 months. I didn’t know anyone, my Japanese is okay – not that great. Now it’s even worse because it’s been so long that I haven’t been speaking it. But they have me in groups and every night there’s something going on and you can go meet up with someone that’s interested whether it’s hiking or language exchange. I think they have meditation as well and like a lot of fitness things – fitness events or whatnot.
So whatever it is you’re interested in, there are always people doing that. And people are friendly, people want to meet new people and even local people. And you just try your best and realize that if you can’t speak the language, it’s not going to be perfect but that’s not going to prevent you from having fun and building these connections.
Debbie:
It’s also a great way for you to learn language because you’re forced to.
Eli:
Oh yeah. It’s amazing.
Debbie:
You teach them English, you learn the language. So, it’s a really great swap in that sense. I love doing those things and you get to meet really great friends because of it.
Eli:
Definitely. If you are trying to learn a new language, I do recommend alcohol because it loosens you up a little bit. And I’ve been in situations where it’s like, “I’m trying to learn Thai but I feel like I’m going to make a fool of myself if I pronounced it wrong.” And then, after a drink or two, you’re just like, “I don’t care.” Then all of a sudden you speak Thai and then you just say, “What happened?!”
So, it’s huge in building confidence and just loosening up if you’re like me anyways. Maybe you don’t care about any of that and you can just go and start speaking straight away – good for you!
Debbie:
Yeah. We don’t like to make fools of ourselves.
Eli:
Right!
Debbie:
Alcohol will definitely be a great way to break the ice in most cases.
Eli:
Definitely. Not saying like go beyond alcohol, just a little bit to loosen up is all.
Debbie:
Yeah, we’re not saying that at all. You don’t need to be going to the 12-step program after traveling.
Eli:
No…
Debbie:
So, Eli, when you’re traveling abroad or even now during these crazy times that we have, what type of international Insurance do you use? Specifically, since you are traveling for a longer period of time and you’re trying to learn the culture.
Eli:
I actually don’t have insurance right now. If I’m staying in a place for a while I try for the local insurance if I can qualify for that just because it can be easier in some senses, but I’m kind of slacking on my travel insurance game.
Debbie:
I’ve been hearing this from so many people but, especially during this time, everyone is telling me, “Oh my gosh. I wish I’d gotten it.” Because a lot of my friends and a lot of people that I do talk to are still abroad and they’re stuck there now. And there are so many different places, there are so many big providers that actually exclude a lot of things and who knew that the coronavirus was going to come, right?
Nobody knew this was going to happen until about a few months ago. So a lot of these places actually exclude things like pandemics or natural disasters in their policy covers. So if someone wants to fall ill for some reason, any treatment for anything under the sun or any of the things that are happening now with the pandemic or even future pandemics – they wouldn’t be covered and would need to pay for their treatments themselves.
And that could be so expensive and we’re already trying to do as much as we can with the amount of money that we have as digital nomads, as remote entrepreneurs that we don’t want that over our heads as well. That’s why I’m really excited to partner with Integra Global because they believe it’s their duty to support their members in uncertain times like these and stand by them when they need them.
So, Integra Global has no exclusions for pandemics or natural disasters in any of their plans. If you guys want to know more about them check out IntegraGlobal.com and see how they can give you the coverage that you’ll need and maybe some you never knew you would like right now.
It’s so interesting and it’s really funny, Eli, because I have been partnered with Integra Global since last year and I’ve been talking about, you know, “We don’t know what’s going to come up, we don’t know what’s going to happen.” And this actually happens and now so many people are like, “Oh my gosh. I wish I would have gotten,” and I’m like, “Well, that’s why I’m so glad that I have Integra Global because they’re amazing.”
So, Eli, before you get out and start traveling you need to look into this.
Eli:
Yeah. Definitely. I’ll take a look for sure. Cheers for that.
Debbie:
Most of us are so young even when you’re not, it’s like you don’t think that we’ll need this, right? Even if you have travel insurance you don’t know what the differences are. So, it’s really good to make sure that we are going to be covered and there’s a lot of these places that they don’t do that for you. I’m so glad that Integra Global is really stepping up their game even before then, I have to say, even before they have stepped up their game as well.
So now, Eli, I know that you are really the type of person who has so many goals and so many dreams and you’ve already done so many things with your life. So let’s fast forward to about 30 to 40 years from now and you’re looking back at everything that you’ll have already accomplished or are going to accomplish. What legacy would you like to leave and what do you want to be remembered for?
Eli:
That’s a good question. I don’t know how much that affects me actually. More so, I want to enjoy my life and I want to have a lifestyle that allows me to enjoy it whether that’s popping around all over the world like slamming it in. I don’t know if I can do dorms anymore like a budget-backpacker style or resort-style and I want to have the option and the flexibility to choose either one and go from there.
That’s kind of personal but for business is it definitely the 1 million pockets of peace for this country and then spreading to other countries as well. I don’t know what that means for legacy or to remember by. It doesn’t really stick in my head as something like that.
Debbie:
I think what you’re doing and what you’re trying to change will be remembered even if it’s just with the people that are really close to you. I think it’s really important to have that and that is a really big legacy with just your family and your close ones.
Eli:
Thank you.
Debbie:
What are you currently working on that is really exciting to you?
Eli:
I have a list. We are working on promoting this Peace and Harmony program which essentially creates a little pocket of peace about a meter around you and relieves stress and tension. It’s been used in offices to reduce arguments and reduce customer complaints. And now with quarantine going on, it can help ease tension with your spouse, with your loved ones and stop arguments and family squabbles.
If people want to stay like that more, they can get that for free at PeaceandHarmonyDownload.com or they can join the movement and be a Peace Hero as well and get prizes and rewards and that.
And then, also, we’re doing this 6-month coaching program called Forever and Flow to help people step into alignment and step into the flow and really be at ease and comfortable with what’s going on with themselves and just have more joy and get more out of life whether that’s through business or just personal. And those are the projects I’m really excited about working on right now.
Debbie:
Perfect. Thank you so much, Eli. Now, if our listeners want to know more about you where can they find you in Social or email or website?
Eli:
PeaceandHarmonyCo.com is our website and if they’re interested in the Forever and Flow program takethisquiznow.com. I am on Instagram: @elieliad, I’m not very good at posting but I do post sometimes but if anyone wants to send a message there, I’m happy to respond.
Debbie:
Perfect. Thank you so much, Eli, for speaking with us today. I really appreciate it.
Eli:
Thank you so much, Debbie, for having me. It was a lot of fun.
Listen to Eli’s extended interview where he shares why taking control can slow down progress.
What you’ll find:
In this episode, Eli brings light on how taking control can actually slow down progress. He also shares expert advice on how we should handle the true meaning of progress.
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