Welcome to The Infinite Income Podcast with Tanner Chidester — where real entrepreneurs share the unfiltered truth behind success.
In this episode, I sit down with Joe McCarthy — brand strategist and founder of Gems Social — to unpack how he built a business off pure organic outreach, relentless DMs, and dialed-in offers (before ever touching paid ads).
From sending 100 cold DMs a day in a high-school bathroom stall to helping coaches clarify offers, target the right audience, and turn views into revenue, Joe breaks down the exact playbook: fix your foundations, talk to prospects daily, and let your content serve your brand — not the algorithm.
We also get into mindset, marriage and fatherhood at 22, moving to Fort Lauderdale for environment and network, and why most creators stall out by copying trends instead of finding their voice.
If you’re a coach, creator, or entrepreneur who wants more sales without “going viral,” this one’s a blueprint for turning attention into income.
Timestamps:
00:00 Hustle origins — 100 DMs/day from a school bathroom
01:17 What Joe actually does: brand - offer - messaging - monetization
02:45 Biggest branding mistakes: bad targeting, no foundations, copycat content
03:42 Offers over virality: why weak offers cap growth
04:47 Turning views into sales: DM outreach that actually converts
05:58 Where to find leads: “who they’re following” hashtags & groups
07:50 Scaling with a VA: pages to tap out and daily DM volume
10:04 Sales process: 5 years organic before adding paid ads
11:21 Don’t rely on ads: build organic so you’re platform-proof
13:00 Growth ceiling: when to add ads and viral content
13:44 Who Joe helps: in-person trainers going online (mid/high ticket)
15:45 Marriage & fatherhood at 22 — pressure, purpose, and record months
18:53 Why Fort Lauderdale: network, weather, family-friendly pace
19:54 From top closer to founder: investing heavily in mentors
22:05 Early inspiration: books, Tai Lopez course, first wins
28:35 Pricing confidence at 22 and imposter syndrome
29:48 Non-negotiables, routines, and what actually matters
31:00 Mentors & books: Brody Kern, Garrett J. White, 10X takeaways
34:01 Advice to young listeners: get clear on your “why,” get into sales
37:12 Mindset & camera confidence: stop comparing, start creating
40:14 Where to find Joe
Ready to grow your brand and income?
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