AJ Roberts – Owner of Division33

[quote style=”boxed”]I wake up, meditate, hit the gym for some cardio, and then work for about four hours. I eat lunch, work for two hours, lift weights, eat dinner, spend some time with my family, and then work for another four hours.[/quote]

Owner of Division33, AJ Roberts is widely considered one of the go-to guys for all things digital marketing. His unique ability to understand what consumers are thinking better than most of them understand themselves has allowed him to master the process of turning online prospects into paying customers for his clients.

What are you working on right now?

I’m working on building Divison33 into an Inc. 5000 company.

Where did the idea for Division33 come from?

After spending years teaching entrepreneurs how to market their businesses and continually seeing them struggle, I realized that, for most, their passion is not the marketing, but the creation. I wanted to give them the freedom to focus on what it is they are passionate about, without worrying about how to get the message out.

There’s a lot behind the number 33. One thing that really attracted me to the number is the fact that the human body has 33 vertebrae in the spine. Without the spine, the body is paralyzed — much like a company without marketing or advertising.

The other thing that drew me to the number is that 33 degrees is the boiling point of water on the Newton scale. My goal with my clients is to help them finally reach that boiling point (tipping point).

Division is another word for a part of a whole. A client’s entire business is the whole, with the part being my company.

What does your typical day look like?

I wake up, meditate, hit the gym for some cardio, and then work for about four hours. I eat lunch, work for two hours, lift weights, eat dinner, spend some time with my family, and then work for another four hours.

How do you bring ideas to life?

I do it by being present in the moment and understanding what needs to be done in order to create what I’ve envisioned.

What’s one trend that really excites you?

I’m excited by the continued integration between offline and online. It’s interesting to see how traditional brick-and-mortar businesses are adapting to the digital world, and to see how those who are embracing the merge with digital are developing brand-new ways of doing business.

What was the worst job you ever had and what did you learn from it?

My worst job was running a health club. Just because people pay for something doesn’t mean they are committed to getting results. No matter how badly you want them to succeed, if it’s something they are truly not committed to, you have to let it go.

If you were to start again, what would you do differently?

I’d do absolutely nothing differently. The things I’ve gone through have made me who I am, and those things have shaped my very being. To change that would change who I am.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

I work on self-improvement more than anything else.

What is one business idea that you’re willing to give away to our readers?

This might sound simple, but I’ve always thought Heinz should come out with a half-mustard, half-ketchup bottle. That would make creating the perfect hot dog so much easier.

Tell us a secret.

I used to hold the world record total in powerlifting.

What are your three favorite online tools and what do you love about them?

There are so many tools I could list here, so I’ll just list the three I seem to use the most on a daily basis:

• Jing: It makes creating and sharing short screen capture videos a breeze.

• Awesome Screenshot: This works well for grabbing Web screenshots.

• Pixlr.com: It allows me to make simple edits to images without having to fire up Photoshop.

What is the one book that you recommend our community should read and why?

I’d recommend “Scientific Advertising” by Claude C. Hopkins. The advertising principles and strategies laid forth in this book are just as powerful today as they were when it was originally published in 1923.

What’s on your playlist?

I’m a fan of all types of music, so it varies from things like The Black Crowes to Skrillex to Kenny Chesney.

If you weren’t working on Divison33.com, what would you be doing?

I’d be working out. I’m crazy about fitness.

Three people we should follow on Twitter and why?

@garyvee — The dude just straight up gets it.
@yaniksilver — He works hard and plays harder.
@rohitbhargava — He always has his finger on the pulse of the latest trends.

When was the last time you laughed out loud? What caused it?

I laughed two seconds ago, when my dog, Hulk, passed gas and then got up and left. It smelled so bad.

Who is your hero?

Arnold Schwarzenegger is my hero. Arnold is a hero of mine because of his dedication and determination to reach his goals. He’s achieved a lot, rising to the top as the world’s best bodybuilder, then becoming a Hollywood star, and then becoming the governor of California. It’s for these reasons, along with his other business accolades, that I look up to him.

What was the first business you ever ran?

The first business I ever had was actually an import business. I’d give money to the kids who were going abroad with their families so they could buy cheap boxes of cigarettes for me. I’d then sell the cigarettes as individual units, making a huge profit. I was about 12 at the time, and I’m pretty sure I blew the majority of my profits on candy and soda.

First thing you’d save in a fire?

I’d save my two pit bulls. They are seriously like my children. Oh, and I’d save my laptop. My life is pretty much on my laptop.


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Aj Roberts on LinkedIn: AJ Roberts
AJ Roberts on Twitter: @AJRoberts33