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If you’ve spent any amount of time researching, studying, or learning about digital marketing, you have heard of Tai Lopez.
Some of you who are new to the game, might not know the origin of his fame and success.
Tai spent many years struggling, sleeping on couches, working for free, and hopping from house to house while he was trying to figure everything out.
He eventually came upon some success in the financial industry, and he always had a chip on his shoulder when it came to living the “good life” as he’s called it.
He often preaches the four pillars of success, which he considers:
Long after he achieved these four things, he decided he was ready to start teaching others how they can achieve them as well.
With that came a funny little Youtube ad that I believe changed the way we view entrepreneurship.
You may have heard about the “here is my garage with my new Lamborghini” ad, where Tai breaks down the importance of reading books, how you can read fast, and some of the habits of the super-wealthy and successful.
Prior to this ad, there wasn’t a whole lot of this type of advertisement happening online.
I believe that this ad completely changed the landscape of the “entrepreneur” as we know it.
In this article, I’m breaking down every single aspect of the “here in my garage” ad so you can understand why it works, why it’s so successful, and some of the genius behind it.
Tai obviously knows what he's doing, and it’s made a lasting impact on the entrepreneur society.
By the way, if you haven’t seen this ad before, you can find it here on Tai’s Youtube page.
Make sure to follow along as I break everything down!
Let’s start before the ad even starts rolling.
If you pause the video right at 0:00, you see a guy who is clearly in his late 30’s standing in front of a Lamborghini. Right off the bat, he’s generating attention.
He didn’t start in his yard or living room (even though those are beautiful too) he started right in front of the Lamborghini.
Youtube pre-roll ads generally run five seconds long before you can click to skip. At the time of me writing this, we’re pretty numb to these types of ads.
At the time he made this, which was in 2015, we hadn’t seen too much of this “flashy” guru-type marketing.
“Here is my garage, I just bought this brand new Lamborghini. It’s fun to drive up here in the Hollywood Hills.”
Immediately, anyone interested in making money or even if you’re not, you might be thinking, “who the heck is this guy?”
He takes these first five seconds and makes you want more so you don’t click to skip the ad. Once again, in 2015, we weren’t so numb to this.
Once he did this, everyone started standing in front of expensive cars, diving into infinity pools, and flying drones over neighborhoods they don’t live in to create attention.
“But you know what I like a lot more than materialistic things, KNOWLEDGE! In fact, I am a lot more proud of these seven new bookshelves I had to get installed to hold 2000 new books that I bought.”
I can’t say if he did this on purpose, but the whole KNOWLEDGE thing has grown to become the center point of many here in my garage memes.
In this part, he’s flipping the script a little. He’s showing you that there is some value in the video, and it’s not just some rich guy showing off.
Here is where he’s reeling you in and making you feel like you’re going to get something if you stick around and listen.
In this section of the video, he uses another phrase that becomes a focal point of his message. He quotes Warren Buffet and says, “The more you learn, the more you earn.”
Then Tai does something really smart, he explains that the Lamborghini is not just an expensive car he bought because he could, he uses it as a reminder that dreams are still possible.
Now he’s totally reeled people in, and if I was watching this as an aspiring entrepreneur, I would be salivating at the opportunity to listen to everything he has to say.
I don’t want this to sound negative or manipulative, because it’s not. This is simply great marketing at a time where this style of advertising wasn’t as mainstream. He’s making the viewers feel something in their stomach.
When they see this guy talking about how he achieved his dreams and bought an expensive car and house in Beverly Hills, all because he read some books, it makes them feel like they can do it too.
He relates to his audience now by saying that it wasn’t that long ago that he was sleeping on a couch in the middle of the country in a trailer with $47 in his bank account.
What he does here is so powerful because it’s easy for people to click away now because they might feel like these types of goals are beyond them.
They might feel that it takes too much luck or good circumstances to get you there.
People might look at this guy and say, “he probably grew up a millionaire, and that’s how he got there.”
Nope, he affirms the fact that not too long ago, he was broke and sleeping on a couch. He also says he didn’t have a college degree either. He’s making wealth seem attainable for everyone. (because it is)
Then he hits you with a cliffhanger, “something happened that changed my life.”
I’m amazing myself as I’m listening to this, and I’ve heard it at least 50 times.
He says he bumped into a mentor, and another, and another until he had five mentors who would show him what they did to become multi-millionaires.
I’ll segway out of the video here for a second. What’s so smart about this is that Tai sold mentorship and training programs at this time.
So, he’s explaining to the viewers that having a mentor is what changed his life, and he’s selling mentorship. (I’ll assume you get the connection here) It’s brilliant, and it sparked a revolution of marketing.
He drops the health, wealth, love, and happiness bomb in these 20 seconds then he invites you to his website for the three things that he learned from his mentors.
These three things will help take you from where you are to where you want to be.
Another smart thing he does here is not giving away the whole cookie jar in the video.
He wants you to head over to his website, where you can learn more about him and likely receive an offer of some sort.
By this point, the people listening are interested in Tai, and they’re likely to click over to the website.
For those who are on the fence about whether or not it’s a scam, he hits them with a bomb.
He says that it’s not a get rich quick scheme and there is no promise that you’ll ever make anything. He also says that you won’t be able to buy a Lamborghini tomorrow, but it can happen faster than you think if you have the right strategy.
There are a few touches of brilliance here as well. He hits you at the right time with that last piece of social proof. He says, “I promise nothing.”
For some of you, this might sound like a downer. But for the cynical people of the world, this is pure gold. It’s exactly what they want to hear.
They want to know that this guy is for real and when he’s honest and upfront about it, they’re more likely to bite on the offer.
Now he invites you to click the link, he tells you that it’s free and it will only take a couple of minutes.
Next, he starts to appeal to your emotions again. Some people listening might not feel like they can accomplish such success.
He says, don’t listen to the cynics. Don’t listen to the people who think you can’t do it.
Invest the time in yourself and be curious about things. Be optimistic, and look for opportunities.
Here he’s trying to convince you to click through by making you feel bad if you don’t.
Again, it might sound shady, but it’s just pure marketing psychology.
When you’re building funnels and writing ads, this the psychology you need to use to have success.
People listening to this 30 second bit might feel bad if they don’t click through. They’ll feel like a loser for not at least checking it out. Plus, it’s free.
This 40 second bit is probably my favorite yet. It’s almost like rolling through a video sales page while listening to Tai because every word that comes out of his mouth is geared for a response.
He says, “if you're a cynic or a pessimist, you don’t need to click because I don’t need to talk to everyone. But, if you’re an optimist, the dream is possible.”
It’s like a mix of reverse psychology and emotional response. If there are people on the other end listening to this and they feel bad about themselves or their current place in life, they’ll likely click through.
He understands that all the people who are optimists and opportunists have already clicked through, they didn’t need to get this far.
The only people still listening after three minutes are the most cynical people left. So now, he’s changed his message to be more attacking towards your emotions.
Next, he starts painting a picture for those who aren’t living their best life. He says you might not want a Lamborghini, but you might want a new job or a less stressful one.
This is called the “what if” strategy of psychology. You start by making a bold promise but then follow it with a more realistic one.
“You can make three million dollars next year selling our life-changing facial cream. The opportunities are possible for everyone. But maybe, you’re not interested in getting rich; what if you could make enough money to get out of debt or even enough to take a nice vacation next year?”
Makes sense, right?
Tai goes off the deep end here a little and refers to money as “fuel units.” He explains how he doesn’t call it money anymore, but instead, he sees it as the fuel for his life. In a way, it makes sense, and it’s just another way for people to look at it.
As a society, we’re scared of money, and we see money as evil. We grow up with parents that teach us that money isn’t important, and happiness is the goal of life.
Tai wants you to understand that it’s not about the money. Instead, it’s about having the money to do the things you really want with your life. That’s why he calls them “fuel units.”
Wrapping it up, Tai explains that he was fortunate enough to learn from mentors who were ahead of him, and they taught him these three things that changed his life.
He also talks about how their practical things that you can use right away.
Skeptical people may also think that they don't have enough time to take on anything else in their life.
Tai throws one last punch in there and explains that you can apply these three tips to your life immediately to start making a difference in your life.
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I had a great time breaking this video down and helping you understand the psychology behind why the ad works so well.
It’s important to remember that you need to apply this type of marketing to your business if you want to have success.
But, if there's one thing I like more than breaking down sales psychology, it’s all-in-one marketing platforms.
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