Transcript of From Trader Joe’s to $220K/Month: Luke Dobson’s INSANE Rise

I attempted suicide with my family, with my brother, and sent me spiraling and our whole family spiraling. I didn't want to get out of bed, and I just went through a lot, and I just got tormented mentally. Waking up early in the 5: 00 AM, straight into reading from the Bible, straight into journaling, workout, eat right, and that's how I got out of my depression. The faster that you can invest and learn the skillset, the faster you can implement it and charge more. Nobody was teaching local service businesses how to run follow ads on Instagram. I implemented it and it worked. Making 20, 30K in February. And then in June, my mentor said, Luke, double down on DM. I was like, okay. We hit like 84K that month. I was on top of the world. Once I built out the team and got rid of the videography aspect and went to teaching businesses, that's when we scaled to 220K a month in December.

Hey, guys, and welcome back to the LevelUp podcast. This is Paul Alex. Guys, once again, thank you for allowing us to be on top four in all categories right now. It's currently August 30th. We're about to get into December. It's been wild, huh, Emilio? He said, Yes, sir. Yeah, it's been crazy, guys. Four million downloads this past month, and we're just growing. We're just absolutely growing. And that means that we're going to have more special guest going on just like today's guest. Today's guest, he goes by the name of Luke. Luke, how are you doing, my man? Welcome to the show.

I'm doing amazing. Couldn't it be better?

Dude, so you're coming from Scottsdale, right? Yes, sir. How was the flight?

It was four hours. Not bad at all. I flew in last night, and I'm flying out after this.

I love that, dude. For the people that don't know you, man, what do you currently do?

My name is Luke Dobson. I teach local service-based businesses how to run ads on Instagram and use Instagram as their main source of leads.

I love that. Yeah. I love that. How old are you right now? I'm 24. You're 24. So 24, you're in the digital marketing game. What did you do before?

I did videography before, but I got a good story from videography and a ton of types of sales. And then I worked at Trader Joe's four Dude, I love that.

No, that's great because most people, they're like, Dude, I'm going to trade your Joe's right now, or they're working a job where they don't have passion, dude, and they're trying to figure it out, right? So this is why I love bringing on guests like you that have phenomenal stories because you're young. You're a young guy. And you currently just got a supercar, right? What supercar did you get?

I have a 2018 Lamborghini Huracan.

Dude, that's such a great achievement. No, it really is. At your age, man, I remember I was driving a freaking beat-up Lexus. It is what it is. Different times, right? But with With that being said, man, how did you go from working at Trader Joe's to actually running your own agency now?

So it started with personal development more than anything. So when I was working at Trader Joe's, I got a good story. Can I get into it? Of course, dude. Let's go. I was working at Trader Joe's. I worked there for four years or so, so from 16 to 20-ish. When I was at Trader Joe's, I went through one of the worst seasons of my life with depression, anxiety, loneliness. I didn't want to get out of bed. All I I wanted to do was sleep all day long. What year was this? This was 2020. Dude, right smack in the middle of COVID.

Yeah, right. Holy shit. Okay, cool.

Basically, what happened within my family, crazy thing with attempted suicide within my family with my brother and sent me spiraling and our whole family spiraling. I didn't want to get out of bed, and I just went through a lot and I just got tormented mentally. Didn't want to get out of bed. But then I started listening to... His name is Wes Watson here. So four or five years ago, and his whole thing was to stack the daily wins, stack the daily habits in place, and the habits create demand. What did I have to start doing? I knew I was sick and tired of going to bed at 3: 00, 4: 00 AM and waking up at noon to go work 2: 00 PM to 10: 00 PM. It was a living hell that I created for myself. So how do I get out of that? Start stacking daily habits. Waking up early, 5: 00 AM, straight into reading from the Bible, straight into journaling, running to the gym because it was close by, workout, eat right, and stack your wins, and then that overflows the rest of the day. That's how I got out of my depression.

So day A good day in 2020, how old were you at that time? It was like 19, it was 19, 20-ish.

You were a 19, man, working at Trader Joe's, and you had a critical incident happen in your life with a close family member that hit the family, and you didn't want to get out of bed, dude. And did you feel like anyone was there for you?

So as a man, as a guy, you know you have people around you, but you always want to bottle it in. You don't want to share. You don't want to be expressive with your emotions at all. So I bottled it in, and all I wanted to do was sleep.

Dude, no. The reason why I ask, okay, because I can resonate with you, dude. Back in 2019, 2020, I was in deep depression. I was, dude. I was a cop. So at the end of the day, dude, I wouldn't say shocking, but I would just say, I'm like, damn. It wasn't that far ago, dude. 2020 was just around the corner. For a lot of people, it changed a lot of lives. It really did for good and That, right? I would say for us, it was good because we had to find who we were and we had to dig deep. We used the pain as fuel to get out of there, right? That's good, dude. I love the fact that you stack your daily wins and you were sick and tired of being sick and tired, my man. You went ahead and you got yourself out of the depression. Now you have this winning abundance mindset. Yes. Okay. What is the next move? What happens?

I knew I had to get into a job that was paying me commission, not just 16, 17 bucks an hour, which was good at the time, but I knew I was meant for more, and I felt stuck. I was sick and tired of stacking cans of beans at working at a grocery store. I needed to take some type of leap to get uncomfortable. You got to be uncomfortable. You have to take leaps of faith. Everyone always say that, but what does that actually look like? For me, I learned about door-to-door solar sales. I had a friend doing it. He's like, Luke, we went on a hike together. He was like, Luke, with your mindset, alone. We've talked for two hours here. With your mindset alone, you would crush it with door-to-door solar. Just take a leap of faith, trust me on this, and you would crush it. I was like, Fine, screw it. I'm sick of wearing a mask and everything right now, too. At the time, I was like, Fine, I'll do it. Took that leap of faith, and I went in with the mindset of, I'm going to outwork every single person in this team.

These are a team of killers. They crushed it door to door. I was like, I'm going to go in, I'm going to drop my I'm going to become a beginner again, and I'm going to learn from what took them the last three years of them doing it. I want to learn in the next three months. I took all that information and then started with the same habits, daily habits, to do well and just knock more doors than anybody else. Then what completely changed my life with it was I made the same amount I would make in a month working at Trader Joe's in one day because I had two deals close with Door to Door Solar. I was like, There's no way I don't do something with commission for my job for the rest of my life. Then I got into all different types of sales. I was going to school for cybersecurity. I was going to do IT cybersecurity stuff. Then at Grand Canyon University in Phoenix, Arizona. Then I took a leap, went into cybersecurity sales because that was more for, obviously, my profession I was going for. It was an internship, then software sales, and then from there, moved to San Diego with my ex.

I was married for a year, too, so we'll get into all that. But I was IT sales, and then from IT sales, I went all in with videography.

Let's rewind a little bit. You go into door-to-door solar sales. Would you agree that door-to-door solar sales is one of the hardest industries to get into?

100%.

It is, dude. It's terrifying. Let me paint the picture, gentlemen, gentlemen and ladies. Door-to-door sales in itself is already hard because you are knocking on random people's houses. What was the strategy like? The company will go ahead and they would drop you guys off, a group of you guys in a neighborhood, and they say, Okay, go knock on the doors, and then you guys would go one by one, just knock on the doors, or how does it work?

We did it with one other person, and then it was your turf. It was your area. It was your little patch of neighborhood that you would go and knock doors with. When I first did it, I was with a buddy, and I heard him knock for the first two days, and then My first ever door I was going to knock on, his name was Gabe. Gabe Rogers. Shout out Gabe Rogers. He taught me door to door. When I knocked on that first door, I was like, Oh, my first ever door. I'm scared here. Okay, I knock on the door, and I heard him all the time say, Hey, my name is Gabe, and then here's Luke. I knocked on the door, I said, Hey, my name's Gabe, and then this is... And then I said my wrong name on the first door. So I was like, Okay, I was embarrassed after that. It can't get worse than this. Any other door is going to be better if I just get my name right. Correct. That's how it started.

So it started. And then from the time that you started Door to Door Solar Sales, from the time that you actually made in two days what you would make a month at Trader Joe's, how long was that duration?

It was three weeks.

So within three weeks, you How did you get to know that you were able to go ahead and break your limiting beliefs that you were able to accomplish more than what you were currently doing?

A brand new industry, a brand new job.

Okay. How long did you do the Door to Door Solar Sales?

Three, four months, but then I always wanted to do something else and next and keep leveling up.

You kept ahead, you kept growing, and you were like, Dude, you know what? I believe I could do more. What was the next approach that you did? Did you do various different sales jobs? Then you got married.

Spoiler alert.

On top of all that, dude. Let's dive into that. While you're going ahead in your ventures in the sales realm, in the sales industry, mind you, I was a sales guy for six years, you're also in a relationship.

Oh, yeah.

How long were you in the relationship before you got married?

Eight months before engagement. Wow, that's really quickly, dude. I knew her from high school. It was high school, so we put her on a pedestal my whole life. We dated for a month when we were young. Then split and then rekindled things in college. Then, yeah, dated for eight months. Then the only reason she would come out to Arizona, where I was living, is if she was back home in Huntington, Newport Beach, is if we were on the path to marriage. Got it. I proposed, I was like, I did everything perfect in a perfect Christian way. Proposed. She moved out here, got her own apartment, or back in Phoenix, got her own apartment. Then, yeah, we had our horse blinders on for marriage, never intentionally dated. Then we never went through seasons together either. But then we got married and then moved in together and shit hit the fan, let's just say. I can dive. I'm an open book, so happy to talk with anything.

No, absolutely, man. You get married, and how old were you at this time?

Twenty-one.

You're 21. You guys didn't do any serial dating at that time. You guys are fully in intent of getting married. You guys end up getting married, and then you guys end up moving to San Diego. I love San Diego. How was living in San Diego? I loved it.

I loved it. I was debating between going back to... I was living in St. George, Utah, where I moved from. I was debating going back to San Diego or Scottsdale, and I signed on Scottsdale, and that's how we met.

No, absolutely, man. Loved it. You like it? Oh, yeah. I loved it, dude. When I left the police Department, that was actually the first city I moved to from the Bay Area. I sold my house. Dude, what a lot of people say was already living the dream. Had the million dollar house, had the Porsche, dude, had the career, but I just was not fulfilled, and I needed to get out of there. So sold everything and then moved to San Diego, dude. San Diego, it was really my for growth. It really was. You want to be around a good environment. You want to see good things. You want to hear good things. You want to be around motivated individuals. Because that's how you level up in life. You go over there, and then while you're in San Diego, are you still getting into other sales opportunities, or is that when your digital marketing venture starts?

Yeah, a little bit of both. When I moved to San Diego, I started to venture into online fitness coaching with Wes. I invested into that to get a part of that community. Then when I did that, I'm moving to San Diego, she wanted a change. She was like, Luke, I either want to move into a nicer place here. I don't feel safe in your condo. The condo was paying 800 bucks a month for that I owned in Phoenix, or I want to move to a nicer spot, or I want to go back to San Diego, closer to family, because our family's from Orange County. We decided on San Diego. Once we moved there, I was doing online fitness coaching, but I was 21 at the time, and trying to charge what you should be charging for online fitness coaching that Wes was telling me, I couldn't find... I was only building rapport and resonating with people my same age with online fitness coaching. This is my first ever entrepreneurial endeavor. First dollar I made online was with online fitness coaching. When I was 21, 22.

So 21, 22, you were charging people to show them how to become healthy, or what were you doing?

It was macros. It was just macros with trainerize. I had group calls. I didn't know what I was doing. Yeah, you were figuring out. Yeah, but I knew, Okay, yeah, you're eating like crap right now. I will show you how to... The macros. But also, I'm not in crazy good shape either. I don't have that bodybuilder physique at all. I'm in the gym every single day, but I didn't have a crazy physique that made me stand out in any way. You were trying to figure it out. I was trying to figure... I was throwing the things out of the wall to see what stuck.

How much were you charging at that time?

It was anywhere from 50 bucks a month to 150 to 200 bucks a month. Okay.

You had the different ranges. You were just throwing it out there to see what works. Yeah. Okay. Then from there, what happened?

So I got up to nine clients at a time doing that. It was awesome. Great group of guys, but it wasn't sustainable to quit a 9: 00 to 5: 00 and go all in. So in San Diego, I started to do IT sales, and so that's how I was able to afford it. And then I picked up a camera. So I started going to the gym every single morning that Wes would go to. It's called The Gym in San Diego. And every morning at 4: 00 AM, I started getting around other people that also invested with him around that right community. And I knew how to use a camera. I knew a buddy at the time that he also invested. He's like, Hey, you know how to use a camera? I know how to use a camera. Let's film each other and let's have high-quality content every single day to stand out in the online fitness coaching space. It's like, Okay, sweet. We started having high-quality content for everything on our stories. Everything looked amazing. But then what switched was like, Hey, we're doing this for ourselves. We can teach other people in this community and give them this amazing style content.

We'll do the videography for them. Because anybody that invested into a group like that, it's like they trust each other immediately. It's like, Hey, our pitch was when we... This was our first ever entrepreneurial with videography pitch with me and a buddy. It was, Hey, we'll fly to you. We'll stay with you for 2-3 days, we'll get enough content for you for the next 30 days free of charge.

Wow.

Free of charge. We'll give, give, give until they ask. It was our method. When we did that, we would fly to Napa Valley, California. We'd fly to Arizona, Florida, wherever else, Vegas. When we do that, we would give all this content to them, and then they were like, Okay, how much do we owe you? Then we would say 2K or whatever. That's how we hit our first 10K month was doing this two years ago. Two years ago, first ever 10K month. This was June of 2023, and we're in August. A little bit over two years ago, first ever 10K month doing IT sales and this. Then we're like, Yo, once we both hit 10K, we're quitting our jobs. He was a barber. I was in IT sales. We both quit. We made really nothing after traveling and all that. And then the next two months were terrible. 600 bucks and then 400 bucks the next two months. My ex or my wife at the time freaking out. We were already budding heads a ton. She's stressing. Stressing.

But it was- Are you stressing?

I had a delusional level of optimism.

I love this, dude, because mind you, dude, when I hit my first few dollars in the online space, and I started in April of 2020, I didn't really hit it, you could say, decent until maybe January of 2021. I had the exact same enthusiasm That you're talking about that feeling of making $10,000. It is the greatest feeling in the world. You're like, Dude, I created fire. Dude, this is amazing, right? So I get it, that delusion. And it's good delusion. You need that delusion. What happensTax, dude.

Yeah. So what happens next, dude? Yeah. So we're in San Diego. We just hit 10K a month. I quit that 9: 00 to 5: 00 IT sales job. Relationship-wise, which is a huge part of this, which is why I'm where I'm at today, okay? And then The relationship, we're still budding heads, arguing all the time. I have a lack of empathy on my side within the relationship, within the marriage. She has mental health issues, bipolar, all that stuff, or multiple personalities, one of those. Okay? And so We butted heads. I had a lack of empathy just off of other things that went on in my childhood with dad passing away and stuff like that that made me have tough skin. She grew up in a very safe environment. Let's just say that. Correct. We butted heads a ton there. But then once I quit the 9: 00 to 5: 00, in June 2023, she would say, Luke, I wish you would just come home at 5: 00 PM and chill with me on the couch. I wish you would just chill with me. I was like, My brain was I went a million miles a minute at this, and I was like, I physically couldn't.

I couldn't just stop. My brain was going, I got to do this, got to do this. And it's like, I'm grateful for that mindset, but it ruined the relationship side. Now, we're budding heads. She doesn't like me traveling for work and everything, trying to do all these filming shoots, but it's like, I need to. We kept budding heads. We did three months of Christian marriage counseling. Faith is a big part of me, too. I got advice from everybody underneath the sun. I got advice from people that were married forever. We'll say, Luke, divorce is not an option. You know this. I got advice from people in the church that were married forever but stayed together because the kids will tell me, Luke, divorce is not an option. You know this. Even though I knew they were miserable. Then I got advice from people that were married, or married, divorced, remarried, had kids, and lived a good life. They were like, Luke, I've seen your emotions go down the drain over the last year. You don't have to live in misery. You You guys are both young. You guys are both going to get over this and grow from this.

You don't have to live in misery. I took everybody's advice and I stored that all. Then it came down to one day in December, so a year and a half ago-ish?

This is December of 2023.

2023. December 2023, I was checked out of the relationship just arguing. Then without getting too much into the crazy detail with it, I was checked. I said, Okay, if this happens again, if she If she freaks out like this again, I'm done. It was a pretty bad freak out, like explosive with the mental health issue. It almost looked like an abusive type of thing, and I was like, I'm done. I'm done. Yeah, it was crazy. It was like self-harmed stuff on her end, but it looked terrible. The only thing that would calm her down was calling her parents and getting that down. Checked out from the marriage, I'm taking all these people's advice. She sits me down and she says, Luke, Luke, you making a decision is you not making it. Luke, what is it? She sat me down and she said, Luke, you not making a decision is you worse than actually making a decision. I need you to... I'm giving the ultimatum. Are you in or out of this? I sat down and I looked at her and I thought to myself, I would be happy seeing you in the future with a husband and kids, and I wouldn't have any regrets seeing that.

Then boom. Once I had that thought, it was like, I felt free. I was like, She's going to move on. I'm going to move on. This is going to be a building I knew to the day I died where I was going to go with this girl. To the day I died, and I had no idea on this other end what life would have in store. I took that leap. I said, Yeah, this is it. We're done. She called her grandparents, her parents, they came down. I have videos of this, too. I documented everything. Walking into the apartment as soon as she left, I'm crying. I was like, This is a time to rebuild. This is a rebuilding season. I have all that content. Now, she's had a relationship for the last year. She's happy, she's moved on. Then I hit the ground running because she never truly believed in me, I believe. Never truly believed in me with investing in people, investing in coaching, investing with the West, investing in other people. She never saw the payoff of it. She just saw the front-end investment, trying to make it work. Then what happened was as soon as we split…

Granted, I'm doing 9, 10k a month right now. This is like November, then December. 9, 10k a month of 2023. We split in December, and then I invested to learn paid ads on Instagram. I was doing videography, organic, short form content, and then I invested heavily. It was It was like, 500 bucks a week on a credit card for four months. It's like eight grand in total. She found out that I invested. This was a day after we split. She called me. She's like, Luke, I heard... Right after we split, Luke, I heard that you invested with another mentor. I want to make I'm off all your financials. Then boom, that was the fire lit underneath me. I was like, Okay, don't you worry, you're off everything. You're off everything, don't you worry. I was like, This is on me. Fire lit underneath me to do well. I have to make this work. I have to prove it. That's how I hit the ground running. I was still living in San Diego. Then I found out about St. George, Utah, Southern Utah. I had a plumbing client out there. Then went out there to film them, realized I love it out there.

I can out there. My mentor said, Luke, if you love St. George that much, move there as fast as possible, run local ads, and teach local service businesses there how to run ads on Instagram. Then I moved two weeks later and hit the ground running and built the business.

Wow. Man, that was a That's a roller coaster, dude, because a lot of people don't have that level of mindset to continue to work the business when they've gone through something so dramatic, especially getting a divorce and separating from their wife or their husband. You were at a point in your life where you're like, Dude, this is greatly affecting who I am as a person. Even though she wanted to make it work out, You were a man, and you told her the truth, which, dude, I applaud you. It's very difficult to tell somebody the truth, especially when you care about them. At the end of the day, dude, you went ahead, you invested in another mentor. What told you or what made you believe that you needed to pay for an additional mentorship? Because most people, and the reason why I asked that, most people would not be willing to reinvest before they actually make all their money back from the first mentor. With me, I had a very similar situation where I had invested $10,000 when I first started in digital marketing, and I had made $6,000, and I was still short $4,000. But I invested another $15,000 into learning something else.

Then that's when my business boomed, when I started obtaining more and more information. I'm a big believer in self-education. Rips out. What made you tell yourself at that time, I'm going to reinvest and get another program or another mentor.

Because I knew if I can learn the information that took them three years to learn, I will learn in the next three months. I will pay to learn and put down the ignorance debt of like, I don't know it all. I know I want to learn paid ads on Instagram. You do paid ads on Instagram. Teach me how to do it. I will happily pay for that because the faster that you can invest and learn the skillset, the faster you can implement it and charge more and learn something else. You're paying for the skill sets. Nobody understood it when I was first doing it on why skill stacking was so important to me. Nobody understood it, but now they see it.

Now that you started that business, what was the journey from the time that you reinvested on that second, ended up making the move, and then built a business till now? Where did it go?

Yeah, so this was February of 2024, so a year and a half ago. I moved to St. George, Utah. Okay? Moved to St. George, Utah, hit the ground running with videography as my service boots on the ground for my business. Okay? Boots on the ground. This is my local service business. I want to help you with your content in person, and I'll teach you how to run ads. That was it. It was like the deliverables was high-quality content for Instagram, short form, 10-30 video packages between 1400 to 3K per the package. Then for free, I'll teach you. I needed to get case studies of like, this actually works for service businesses. Nobody was teaching local service businesses how to run follow ads on Instagram. Nobody was doing it. It's what the gurus were doing at a nationwide level. We were bringing to the local level. Nobody was doing it. I implemented and it worked. Then it was like, Making 20, 30k in February, then 40k in March, 40-ishk in April, and then May, same thing, around 40-ishk. And then in June, my mentor said, Luke, Double down on ad spend or double down on DMs.

She said, Luke, double down on DMs. I was like, Okay, sounds good. Do it. Doubled up how many DMs we were sending and up the ad spend with it. And then we hit 84K that month. I was on top of the world. I thought this was crazy. Now it's a fulfillment thing. Now it's like, okay, now we have to go fulfill all these videos. And so long story short, did that and then went back down to 60-ish K, 56th. And then once I built out the team and got rid of the videography aspect and went to teaching businesses just how to do the content, how to do the ads, how to do the DMs, that's when we scaled to 220K a month in December.

I love that, dude. So 220K a month. Where are your margins at?

It was 56% margins.

No, that's great margins, dude, because the standard in digital marketing for all my marketers out there, they're like, You ever see those guys? They're like, I made a million dollars, bro. That ain't all freaking that profit. Let's be real.

600k in ads, man.

Exactly, right? I've seen it even worse. I've talked to some bigwigs, man. I was part of Russell Burns' inner circle, paid 150K to be in that. I talked to some big guys, and they're like, Paul, it don't matter if you hit that comma club when you spend a million dollars on ads. I'm like, You're right. It's not about how much you make, it's about how much you keep. The fact that you're at 50, 60, dude, that's a phenomenon.

It was good. Yeah, it was off a 17K of ad spend.

That much. It's fire, dude. With that being said, now with all the new knowledge that you have, and I still consider you a new marketer because you are, dude, and you're a young guy. You're successful. You got the sports car. You're in Scottsdale. You're in Miami. You're making moves. What is the vision for you now, bro?

Honestly, I had You have to get the Lambo. You have to get the place. You have to get the penthouse to say it's not about the penthouse.

Yeah, you're right. No, absolutely right. Yeah, I've done it all.

Yeah. I've now realized, I don't know who I'm trying to... I love cars. I genuinely love cars. They're fun. But I realized it's all fleeting. You're all trying to do it for looks or for whatever. So now, honestly, I want to build a business that... I've been teaching businesses how to do this. This is brand new, okay? Okay. For over the last year and a half, basically my old mentor switched his offer to helping videographers learn content plus ads and everything. He's creating a ton of people doing basically what I was doing. Now there's hundreds of these people running around the same ad script. I need to... How do you stay 10 steps ahead? This is our new offer already. We're still doing done with you. We're teaching businesses how to do it. This is what's next, and this is what I am excited about. I can't sleep because of this. It's building this out, and we're ready to rip. As soon as this is up, if there's any businesses, we're ready to rip this. Done for you. Our offer is, after helping 160 plus local service-based businesses nationwide dominate using Instagram as their main source of leads with ads, content, and teaching them how to run DMs, over 100 different niches, we know what works.

Everything's plug and play now. We know the ad scripts that have gotten businesses a six extra return on ad spend. We know the DM process. We know what content you need to create. We know everything. Let us come into your business and do it all for you, and we take a rev share model. Wow. So 2-5K setup fee, and then we come in, and then we do everything. We're opening up a brand new funnel for leads for this business, and we'll take 10% of it, whatever it comes out to.

I think that's number one. I think it's very smart. I think number two, it's very fair on your end because you're not charging an arm and a leg, dude. Most service-based businesses, they're not hitting a million dollars. Well, not every single of them. You're able to cater to almost every service-based business out there, dude. The 2-5K is a really good hook. Then 10%, dude, of the leads that they actually close, yeah, that's more than fair, dude. I think you have a really good business model right there, man. I think it's a great offer. With that being said, okay, how big is your team now?

We have a team of eight right now. A team of eight? We're done with you. Two setters, two phone call setters, closer, and two people full-time for client success, and then me and then the finance guy.

What would you say to, let's say, the old Luke, the old Luke that was struggling, dude, and he's looking into getting into digital marketing. Based on your knowledge, especially you being such a fresh marketer in the game, where do you see the biggest opportunities right now in 2025, going into 2026 for digital marketing?

For digital marketing?

Yeah, just in general, dude. What do you see?

In general, it's branding. It's the branding itself. It's you being a complete authority and authentic figure online. I see it. I see attention as a new currency. It doesn't matter what you're posting. If you are posting you, you're going to have people gravitate towards you for being you. It is just showing up with your phone, talking on camera just like this, and you're going to find people that resonate with you on that. Then even for a business, if you have a service-based business, it's not just posting about the before and afters for your landscaping job. It's posting Hey, this is what we just did. Come check it out. And building that genuine connection in the world of AI, in the world of how much fakeness there is with AI, what's going to stand out is authenticity, is just showing up real on camera. That's the biggest thing in 2025. Dude, I love it. Nobody's doing it.

Being real, personal branding, and then you're able to go ahead and switch the vehicles. I'm a big believer you could switch the vehicles if you like, but your personal branding is everything.

Yeah, it's not leaving you.

It's not leaving you, dude. Now, that's good, A couple of words of encouragement for our other young entrepreneurs right now. Back when you were at Trader Joe's, dude. Think about right there getting to depression. What are some words of encouragement that you would tell them as a friend, bro?

As a friend, this is exactly what I would say. If I was stuck in my depression still, if I was still working at Trader Joe's, this is exactly what I would tell myself. Get tomorrow morning and create the man you admire in all ways and give them to the world. What does that look like? It is stacking daily good habits that make you feel good that you can then overflow with positive emotions to everybody else around you. The quote that kept me going throughout the day was, Go make somebody smile. Make somebody smile today. When you do that, when you think that to yourself, God will find ways to put that into your life, into your day to day, and you can go have the opportunity to make somebody smile. I would say, go do things for Screw how you feel. Go make somebody else's day, and your day will be made in the process. Starts there.

I love that, dude. Servant-based leadership, solution-driven. Man, that's Luke, guys. That's the level up. All right, guys. There you have it. That's the interview. Luke, where can they find you, brother?

So best place is Instagram. So @LukeDobson, L-U-K-E-D-O-B-S-O-N-N. So two Ns at the end on Instagram.

There you guys have it. If you guys want to go ahead and talk to Luke, you guys want to go Head and Need Services for a done with you, done for you concept for your service-based business. Luke is the man with the plan. With that being said, guys, leave a five-star review on Spotify, YouTube, and Apple podcast, guys. We're currently ranked top four in all categories, number one in business because of you. 4 million downloads this month, guys. Let's make it five for next month, going into September. With that being said, my name is Paul Alex. This is the LevelUp. Catch you on the next one.