Hello everyone, today we have Harry Campbell, creator of The Rideshare Guy blog, an authoritative resource drawn from his own experience to help other drivers.
In today’s interview we’ll be talking about how Harry helps rideshare drivers with everything from getting started, to insurance and taxes, to maximizing profits, as well as how he earns $10,000 per month on driver referrals alone and the secret behind his content strategy that brings in $20,000 a month.
- [3:32] – With ½ million page views, the blog generates about $10,000 a month in lead generation revenue from Uber, Lyft, Postmates and DoorDash. Plus another $5,000 – $10,000 from products and affiliates.
- [6:02] – Harry used a grass roots approach to grow the blog, including Facebook, forums, and answering driver’s one on one questions.
- [7:41] Harry had a super scrappy mentality. He was passionate about it and willing to put in the work. He found drivers on Facebook groups, Reddit, and a ridesharing forum. He would answer questions and occasionally sneak in a link to avoid being overly spammy.
- [12:18] – His content creation strategy was to pick a consistent schedule. At first he published three articles a week, now it’s four articles a week, two YouTube videos a week, and a podcast every other week. His articles are in the 1,000-2,000 word range, and he pays $75 to $100 an article.
- [19:31] A unique source of revenue that Harry created is an insurance marketplace for rideshare drivers. It’s a resource that lists companies and agents that offer rideshare insurance. He plans to add additional resources in the future.
Download podcast transcript [PDF] here: The Secret Behind The Rideshare Guy’s Content Strategy That Gets Him 500K Page Views Per Month TRANSCRIPT
Resources from this interview:
- The Rideshare Guy
- Harry’s Rideshare Guy Podcast
- Maximum Ridesharing Profits video course
- Twitter – @TheRideShareGuy
- One must-read book: The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It byMichael E. Gerber
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Full Transcript of The Episode
Announcer: Do you want to impact the world and still turn a profit? Then you're in the right place. Welcome to Growth Everywhere. This is the show where you'll find real conversations with real entrepreneurs. They'll share everything from their biggest struggle to the exact strategies they use on a daily basis. If you're ready for a value-packed interview, listen on. Here's your host, Eric Siu.
Eric: Hey everyone. Just a quick heads up that we're giving away an eBook called 29 Growth Hacking Quick Wins. We coauthored this book with Mattan Griffel of one month and it will give you a solid base on where you can create growth ideas from. All you need to do is text quick tips to 33444. That's the word quick and tips to 33444 and you get instant access.
All right everyone, today, we have Harry Campbell who's the founder of the rideshareguy.com, a blog and a podcast for rideshare drivers. Harry, how are you doing today?
Harry: I'm doing well. Excited to be on. Thanks for having me.
Eric: Yeah, thanks for being here. Why don't you tell us a little bit about who you are and what you do.
[00:02:00] Sure. I am actually a full time entrepreneur and I guess you would say blogger. I don't really consider myself a writer, but I guess that's sort of what I am at this point. I love to create content. Right now, I work full time on my blog and it's called The Rideshare Guy. As you mentioned, it is basically a site that helps Uber, Lyft drivers and a lot of other works in the on-demand economy with everything from figuring out how to get started, how do they even accept the trip and get on the road and what they need in that respect. To more complex topics like insurance and taxes and also figuring out how to maximize your profits and really make the most amount of money that you can being an Uber or Lyft driver.
Eric: How did you come up with the idea first of all?
Harry: Basically, about two years ago, I was working full time as an engineer. I just started hearing ... I was taking Uber and Lyft as a passenger occasionally and I started hearing from a lot of drivers that, "Hey, you should sign up." I didn't know why. Every driver was trying to convince me to signup. Later, I found out that they got a huge referral commission basically from signing me up. At the time, I didn't realize it.
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They were telling me about the earning potential and I said, "Hey ..." They're talking 30 to 35 bucks an hour if you drive during certain peak hours and that was more than I was making during my day job, and so I decided to give it a try and started driving myself. I was driving for Lyft and Uber. Then just a couple of weeks, I realized that there's just a massive void of information out there.
All these people were asking the same questions and all these people needed help with the same topics and everyone seemed interested in making more money, but there wasn't a single real authoritative source I could find like a blog or a resource or even really a forum at that point.
Eric: All right. That's awesome. I'm assuming the majority of the revenue from your blog, is it coming from people signing up for Uber? Or is it something else?
Harry: A majority of my revenue actually comes from lead gen. Signing up companies for ... Right now, I'm promoting Uber, Lyft, Postmates and DoorDash. The last two are actually food delivery services. That's where I started making a lot of my money. Since then, I've diversified into some of my own products and direct buys and affiliates and all of your traditional online marketing stuff.
Eric: Okay. How much do you make from a referral to an Uber or Lyft?
The thing with the referrals is that it really varies depending on the city, depending on even the driver. For a while, Uber was actually offering bonuses to Lyft drivers to come over and try out Uber and that was $500 double sided. You could imagine that if you get a few of those in a single month, you're already making a few thousand dollars.
It really varies, but it's anywhere from zero dollars all the way up to about five, six, sometimes even $700. For me, the referrals ... The income jumps around a little bit depending on the numbers, but they've always been pretty consistent for me in the $10,000 a month range or so over, at least, the past six to 12 months.
Eric: Awesome. What kind of traffic are you getting right now and how much revenues are you generating per month from the blog?
Harry: Right now, my site has been growing pretty rapidly. I quit my day job about a year ago to focus on the blog full time. Fortunately, it's turned out to be a pretty good move because my site has grown pretty rapidly during that time. I think over the past 30 day period, we're actually up to half a million page views a month right now, so it's definitely ... I've seen a lot of growth. Then as far as revenue, like I said, it does vary a bit, but we're generally in the 15 to $20,000 a month range.
Eric: Nice. Awesome. I guess going back to the 500,000 page views per month. What was the primary driver you think of getting to that size audience?
Harry: Yeah, that's a great question. I think a lot of people often think that it's like one thing or
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one media feature or one avenue, but for me, I really can't pinpoint any one specific thing I was doing. I think it was really a combination of two to three big things. When I was first getting started with this site, I think I did a good job at recognizing this opportunity at the time Uber was maybe worth 5 or 10 billion. Today, they're worth 62 and a half billion.
[00:06:00] When I was first starting my blog, it was a big thing, but it wasn't kind of what it is today. I think that really what I started doing was just a real grass roots approach. I was interacting in Facebook groups. I was going on forums, because there weren't a lot of other blogs that I could guest post on. There weren't a lot of other podcasts that I could go talk to people about this.
There weren't a lot of other outlets kind of for me to network with. I really had to start at more of a grass roots level going into forums, going into Facebook groups and just doing thousands of one on one connections with drivers. Seeing them, ask questions, responding to them with a Facebook message. As anyone who's tried to post in forums or anything like that knows that you often get in trouble for spamming and kind of if you're just posting links to your site. That was really how I got started.
From there, I think that that kind of helped. Obviously, that wasn't sustainable and when I started seeing the real traffic increases, when I started getting into that 10,000 page we use per day and up, it was kind of harnessing the power of the media and just my network of drivers. The community of drivers that ... It's kind of hard to track the community side of things, but the best example I give is like right now, if you send me an email ...
I tell my drivers this all the time. "If you send me an email, you'll get a response from me. You won't get a response from my virtual assistant. You won't get a response from someone else. You get a response from me and it will hopefully be pretty good. It might be brief, but you will get a response from me." I think that's kind of a cool thing that ... If you email most bloggers that have that much traffic, they're probably not going to respond to you.
Eric: It sounds like the beginning portion that you are fairly scrappy. You talked about going to post on forums and things like that. What type of forums were you going to? Was it like Reddit or ...
Harry: Yeah. Honestly, the best way to describe it is I was just scrappy. When I was getting started, I had the mentality, "Hey, I'm either going to make this ... I'm going to do everything I can to make this work." Or, "It's not going to work." It was something that I was interested in and passionate about. I wouldn't be blogging today about rideshare if I wasn't making a full time living.
[00:08:00] I was definitely willing to put in the work at the beginning. Kind of where I looked is I was seeing ... I already knew that drivers were on Facebook. Finding them wasn't super challenging, but it was just going into all these Facebook groups. I have spreadsheets from when I was first doing all this of every single Facebook group I can find. Going into
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Reddit. There started to be a big Uber driver community on Reddit and the traffic on Reddit was pretty surprisingly high.
Then I found one rideshare specific forum called UberPeople that started popping up and they started being a lot of traffic there. I started going over there and helping people. That was really kind of what ... When I was first getting started, I'm talking to all of these people and once I've started getting a few media mentions, I even started doing a lot of ... I would almost call it self promotion on my personal Facebook page.
I'm basically telling all of my friends what I thought about. I kind of stumbled upon this, in that basically I was telling all my friends, "Hey look at me." I'm starting to become a little bit of an expert. A little bit gained some traction in this industry, because I know that all my friends are out there. I'm talking about just my random friends from college life, high school that I'm friends with on Facebook. Now, when they go into their Uber rides, because a lot of my friends were taking Uber rides, they're asking their driver, "Hey, have you heard of the Rideshare Guy?"
Especially, at the beginning, I got a bunch of messages from drivers who said, "Hey, I heard about it from your friend." The friends that they were hearing about it were guys and girls that I hadn't talked to in years. I thought that was pretty cool too.
Eric: All right. That's awesome. I want to backtrack a little bit. One thing that I'm thinking about is the communities. A lot of people, when they think about posting to a Reddit or a Facebook group, you can't be too self promotional. I'm trying to think what were you doing exactly. Were you just responding to people and then share links to your blog post? How exactly were you sneaking your blog post or whatever links you had? How were you sneaking those in without coming off as a person that's too self promotional?
Harry: [00:10:00] Yeah, definitely. To tell you the type of person that I am, I've experimented with it a bunch and I got in trouble a bunch of times for posting links to my site because I thought I was providing value. I knew that my articles were valuable, but even though I was kind of sharing them in that self promoting type of way, people didn't like it.
What I did a lot was basically responding to people's questions and then ... Kind of like joining in discussions and providing a lot of value without even ever mentioning my site or links in my site and then sending them a personal message. At the same time, I was also doing stuff that I mean as pretty much, you would call, great at. I had my virtual assistant going out and making accounts on Reddit and forums and she would go out and do a bunch of posts. Then she would post a link to my article.
For me, I kind of looked at it like, "Hey, I'm going to be as scrappy as I can be." I don't think everyone would go out and do that, because some people might consider it too spammy of an approach. For me, I wasn't just relying on that. I was doing literally everything I could because I wanted to make it work and I was going to ... With any reason, go to all cost to make it work.
Eric: Was there any type of breakdown in terms of ... Some people say when you go to Reddit
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or whatever, you're looking to add value maybe four times. Jab, jab, jab, right hook. Did you have any ratio where it's like four things you shared, one thing is self promotional or was there just straight trying to make as many accounts as you want?
Harry: I didn't do this a lot. I honestly probably made just a few accounts and then did it. Eventually, then that becomes spammy. It's basically a ratio that I use was like five to one or ten to one. Honestly, it worked pretty well, because I think that at the end of the day, the content that I was doing I knew was good. Obviously, I'm a little biased. I was answering. I was doing a ton of research and seeing what people are asking questions about and then I was going out and answering these questions with articles.
[00:12:00] It was just getting that information in front of people in a way that didn't appear spammy. For me, I didn't really have a problem with it, because I felt strongly that I was providing really good content and it turned out that I was sort of right.
Eric: Okay, great. Give us an idea of what your content production process look like to get to that 500k page views per month. How much content were you under site? How much content were you producing per month? We can also include the podcast episodes as well.
Harry: Yeah, definitely. I think what a lot of bloggers make the mistake of at first is just taking on too much. I've actually been blogging for about four or five years now. I started with a personal finance blog. They never really took off, but it was just more of a hobby or something I was really interested in and I would do two to three posts a week.
A lot of people don't realize. Doing two to three posts a week is challenging for years at a time. Three to six months might work out. A lot of bloggers get burnt out at the start. They're going out on creating content and content generally doesn't make you much money. It's all the ancillary products and everything that you can sell your community based off of that.
For me, I had a lot of ... I knew that I had to pick a schedule that was sustainable. If I was going to hire people to get people that could produce good content but also could be consistent. For me, I started by doing three articles myself, Monday, Wednesday, Friday. Within a couple months, I had basically got two guys, basically two of my friends who wanted to ... Just kind of were really interested and passionate and these were both drivers.
One guy I knew personally and one guy I had just met from talking to on the internet a lot.
Basically, they just started writing for me for free because they were so passionate about the industry. We got to the point that eventually I started paying them, but in the past year, we basically are now super consistent producing four articles a week. One podcast every two weeks and two YouTube videos every single week. As far as my content strategy, I think it's just been consistency. The past week, I think we've hit these numbers.
The YouTube videos, I might not get to every single week. There might be a week every
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[00:14:00] month or two where I don't, but for podcasts and articles, I basically have been able to stay on that schedule for over a year and a half right now.
Eric: That's what it's all about when it comes to the content. You got to stay consistent. The fact that you've done in a year and a half is pretty amazing. Most people we're talking to it takes two to three years to really get this thing going. It's just patience at the end of the day and consistency.
Harry: Yeah. I'd love to add one thing because I think for me ... What I've kind of had good success with is finding business opportunities or blogs or whatever it is about things that I'm passionate about. If I'm out there writing about mattresses or hunting knives or something that I have no interest in, writing a year or two years worth of articles, even if it's one a week is going to be pretty much impossible.
For me, I didn't grew up thinking that I'd be a rideshare blogger, but I was really fascinated by the industry and tech and the startup scene. I was getting this huge taste of it. For me, even when I go out and create content ... Someone asked me last night like, "How do you come up with articles to write? Do you ever run out of stuff?" I'm thinking, "Dude, I have a list at home of 100 topics that I want to write about that are all ... I don't have enough time to write for me." That's the problem I have right now.
Eric: Right. I think it's a good problem to have. To have that backup and then maybe bring on some more people later. I want to dig a little deeper for a second. The articles that you're putting together, how many words are your articles approximately and how much are you paying the writers right now per article?
[00:16:00] Right now, my articles, I try to keep them in the 1000-2000 word range. I have a bad habit of writing articles that are too long. Occasionally, I'll do to 2000-3000 word articles. I said occasionally, but I'd say probably more often than not, I personally do 2000-3000 word articles. My writers are almost always in the 1000-2000 word range. Right now, I'm paying most of them 75 to 100 bucks an article just for the content creation. Although, I do have a couple of my writers now starting to help out with a lot of advertising work and partnership type stuff. I pay them probably a lot more comparatively for that type of work.
Eric: Awesome. How big do you think this community is? Do you have any estimates?
Harry: As far as the numbers that Uber has released, officially, they said that they have 400,000 drivers in the US as of a few months ago, but a year before that or even I think nine months before that, they only had 160,000. You can see right there that they're growing 100% to 200% worldwide. They supposedly have 1.1 million drivers, and that's just Uber.
You can imagine that there's Lyft that has a bunch of drivers. I've also started covering a lot of the other ancillary service like Postmates and DoorDash where people are starting to deliver food. I think Uber is, by far, the driver and the main player, but it's pretty crazy just to think about, not only the total number, but also the potential of how much bigger it can get too.
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Eric: It's weird, because with DoorDash, Postmates, Lyft, Uber, they're all competing for these drivers. I'm just wondering what's going to happen at the end of the day, because DoorDash, are they just going to be focused on food? Probably not, because there's just so much more you can do with the driver. Anyway, that's a separate topic. In terms of revenue breakdown, can you give us like a percentages of where your revenue is coming from right now?
Harry: Yeah, sure. Basically, about half or just a little bit over half of my revenue, so about 10,000 bucks a month is coming from the driver referral. Signing up people for Uber, Lyft, Postmates, DoorDash. Then kind of after that. That was really ... For me, I was lucky to get in, because within three to six months, I started making a little bit of money off of that and kind of kept me going.
Now, over the past year though, especially since I left my job to do this full time, I kind of looked at it like, "These driver referrals are great, but I'm super dependent on all of these companies. What if they stop getting funding? Or what if they stop wanting to pay such crazy high bonuses for all these drivers? I'm going to be making no money."
[00:18:00] That's when I really started kind of ... I think a lot of people early on, they start getting ... They might mess around with a $100 advertising deal or $200 here and there when their audience size is small but growing. For me, I almost took the opposite approach. I didn't even talk to any advertisers or anyone like that. There wasn't like a super easy, low hanging fruit until much later on, until I was already up in the 200,000 page views a month range.
For me, in the past year, I really started any company that was trying to focus on independent workers or focus on rideshare drivers. Those were the companies that I started interacting with. Those were the companies that I started doing a lot of direct advertising with. Everything from banner ads to sponsor posts, guest posts. That's why I have a newsletter. Like my daily email that I send out Monday, Wednesday, Friday, Saturday and I include a little box at the top where I sell advertising space.
All of those type of direct buys that aren't necessarily CPA based. I started doing a lot of direct advertising with those types of companies and that makes up about 20% of my income. Then I also launched a video training course for drivers. This is basically exactly what it sounds like. It's a course that walks you through everything from getting started and setup to being a driver to more advanced stuff like insurance and taxes and how to navigate that. Really maximize your profits and figure out all of the strategies that I've learned from driving and all the strategies that I've learned from talking to other drivers, interviewing drivers. That's what the course does.
Then the other major source of income is kind of a cool one because it's really unique. It's an insurance marketplace that I created. For rideshare drivers, they actually need this special addendum to be a rideshare driver. It's very new and 90% of drivers don't have it. It's this huge market. For insurance, it's a product that has high commissions.
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[00:20:00] We actually were able to source ... It's a resource we created that says which states have rideshare insurance. Then also, within those states, which companies offer rideshare insurance. For example, in California, there's only five companies that do it, but in a state like Florida right now, there's no companies that do it.
You can imagine that the resource in general is very valuable to people because we keep it up to date. Then we started recommending agents. These agents will pay anywhere from 50 to 100 bucks a month to $300 or $400 a month to be listed on that page depending on their city and kind of their state and the traffic that they're getting from us.
Eric: Awesome. Where do you see the business ... There's a lot of different ... You can go in any different direction right now. There's the referrals that you have your own product and things like that. What do you think has the biggest growth opportunities for you moving forward?
Harry: That's a good question. I guess one thing I'm really focusing on going forward is figuring out ... I like selling the course and doing the product side, but at the same time, I've always felt a little bit bad like charging my readers $97 for a video course. I think there's a lot of value in the course, but at the same time, if I can find products or if I can create advertising opportunities that allow my readers to basically pay for services or sign up for services and it doesn't cost that much. Or things that they wouldn't have had to do anyways and I can get paid, that's kind of always what I'm looking for.
For me, I really like that marketplace model that I created for insurance. I'm really looking into with one of my advertising guys. We're really looking into creating kind of these more resource type pages where we can create a marketplace out of it. For example, the one that we're looking into right now is the car space. Obviously, you have to tailor this to your industry. We tried this with insurance, it worked really well. That page is now making us $3000 a month and all we're doing is just renewing agents every two to three months.
It's very little work and very high revenue. We're taking that model and we're thinking about applying it to cars. Cars are expensive. You can imagine the commissions, buying, selling, leasing cars, even repairs and maintenance. There are a lot of on-demand companies. There's a company called Honk right now that does roadside assistance on demand.
[00:22:00] There's all these companies revolving around vehicles that have higher commissions. We're thinking about creating a marketplace that's similar and listing options for buying, selling, leasing, roadside assistance and that. As far as revenue, I think that that's the biggest opportunity for our growth is figuring out these products that are going to net us a lot of money. Not net us a lot of money, but are high commissionable products basically and promoting and pushing those and making that into a resource.
Eric: The hardest thing in my opinion is building the audience and keeping them engaged. Once you do that, you can do whatever you want because they trust you and they like
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you and they'll keep coming back. A lot of people struggle with that. You guys are probably making around maybe a little over 200k right now in revenues.
Harry: Yeah, a little under that, but around ... Obviously, it shifts from month to month, but yeah, around there.
Eric: What's the plan right now? Is the plan to continue to invest in growth ... What's the plan? Is it to make this thing really big or is to cash flow other ideas?
Harry: Honestly, I am a big fan of the lifestyle business. For me, I've had opportunities to really go out. I could go out right now and hire one or two or three guys and really just go all out. For me, I really enjoy seeing a moderate pace of growth basically. I'm not looking for the ...
Obviously, the more I grow, the better, but at the same time, I also value a lot of things in my personal life and from having worked from a lot of startups and consulting and meeting with a lot of startups. These guys are all working 14 to 15 hour days. Although they love what they do, they're very tired. I don't think that's sustainable.
[00:24:00] For me, it's about building something that can grow sustainably that allows me to really turn my blog into more of a business. That's one of the things I'm super interested in because I don't have a lot of experience. I have a lot of experience running a blog, but turning that into a business, hiring people, putting systems in place so that if I leave and do a consulting gig for a week, my blog will still ... Nothing will change. It will still make money. It will still produce really good content. That's what I'm really interested in and seeing that kind of growth.
Eric: I love it. Harry, how old are you?
Harry: I'm 29 right now.
Eric: Okay. We're the same age. What's one piece of advice you give to your 22 year old self?
Harry: I think one piece of advice that I'd give is to just do it. I guess I kind of stole that slogan from Nike, but at the same time, I think a lot of people research and a lot of people think about things. It always pays to do your due diligence. To do a little bit of research. To look it up and to figure things out, but at the end of the day, if something is important to you, you got to have to go out there and do it.
I guess I kind of used experience from my own past. Starting blogs, I mean ... I could read about it and learn from all of these great podcasters and bloggers, but at the end of the day, I learn probably 90% of what has made me successful by going out and doing it having failures. I've started three other sites that did really poorly and I ended up closing the shop, but one actually made it. It's kind of just thinking about taking the bull by the horns and going out there and doing it.
Eric: Yeah, like Mark Cuban says with the game of business, all you need to do is you need to
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just get it right once so you can fail as many times as you want. You could hit it once, you're good to go.
Harry: Yeah, I've never heard that, but I like it.
Eric: It's a great short read. It's just a compilation of his blog post.
Eric: What's one productivity hack you can share with everyone?
Harry: One productivity hack that I can share is ... Honestly, it's kind of an obvious one, but I don't see many people doing it. I turn off every notification imaginable. You know how apps all have notifications and instant alerts? I literally turn every single one of those off. I don't get Facebook alerts, I don't get Snapchat alerts. I don't get Instagram alerts. Even stuff for my business. I don't get email alerts.
[00:26:00] Basically, what I've found is like ... A lot of people have talked about this, but as far as batch processing. If you're going to sit down and do emails, you want to do 10 to 20 email. You want to do them in groups as oppose to responding to one individually every minutes. For me, I think just getting rid of all notifications and that's kind of like the opposite of what the app developers want, but for you, I think it saves me a ton of time and also just a lot of wasted time too.
Eric: I can 1000% agree with that. I don't know who I picked that up from, but I think a couple of years ago, I just started removing all notifications.
Harry: I think I heard that on a Pat Flynn podcast about email inbox zero awhile ago.
Eric: Yeah. When I look at my friends' phones, the notifications just keep going off. They keep checking it. It's just like, "Dude, you're being controlled by the phone." All right. Harry, what's one must read book you recommend to everyone?
Harry: One must read book ... I just finished this one and I actually liked it a lot because there's a lot bit more of like talking about traditional business, The E-Myth Revisited. It talks a lot about the franchising model and how to create a business that can be replicated. Just exactly what I talked about so that you don't always have to be there and not everything depends on you for the business to survive.
Eric: Great book. Harry, this has been fantastic. What is the best way for people to find you online?
Harry: I'd say for all of your podcast listeners, the first and easiest way ... I actually have a podcast myself where we do talk about a lot of issues related to ride share and tech and we're interviewing people all across that industry. If you have any interest in anything like self-driving cars or robots or anything like that, we're going to cover all of that on my podcast.
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I'm pretty easy to find. My email is [email protected] Or you can find me on your website, the rideshareguy.com.
Eric: All right, Harry, thanks so much for doing this.
Harry: Awesome. Thank you very much for having me on Eric. I really appreciate it.
[00:28:00] Hey everyone, just a quick heads up that we're giving away an eBook called 29 Growth Hacking Quick Wins. We coauthored this book with Mattan Griffel of one month and it will give you a solid base on where you can create growth ideas from. All you need to do is text quick tips to 33444. That's the word quick and tips to 33444 and you get instant access.
Speaker 2: Thanks for listening to this episode of Growth Everywhere. If you loved what you heard, be sure to head back to growtheverywhere.com for today's show notes and a ton of additional resources. Before you go, hit the subscribe button to avoid missing out on next week's value packed interview. Enjoy the rest of your week and remember to take action and continue growing.