WEBVTT 1 00:00:00.000 --> 00:00:03.680 There's a lot of things that are easy to measure and we over index how important they are just 2 00:00:03.680 --> 00:00:07.520 because we know how to measure them. There are other things that are intangible that are more important. 3 00:00:08.960 --> 00:00:12.480 Welcome to the game where we talk about how to sell more stuff to more people in more ways and 4 00:00:12.480 --> 00:00:16.640 build businesses worth owning. I'm trying to build a billion dollar thing with acquisition.com. 5 00:00:16.640 --> 00:00:20.800 I always wish pesos, musk and buffet had documented their journey, so I'm doing it for the rest of us. 6 00:00:20.800 --> 00:00:21.760 Please share and enjoy. 7 00:00:23.200 --> 00:00:29.280 Six years ago, I told clients of Jim Lodge that they should stop making content because they 8 00:00:29.280 --> 00:00:35.840 were wasting their time and I was partially right and partially wrong. I want to break down the 9 00:00:35.840 --> 00:00:40.800 shift that I've had in terms of content marketing and its role within a business. The five phases that 10 00:00:40.800 --> 00:00:47.520 you can go through in building a content marketing machine and how to focus on one of two primary 11 00:00:47.520 --> 00:00:50.800 objectives with content marketing. All right. And so if you don't know who I am, my name is 12 00:00:50.800 --> 00:00:54.640 Alhtremozzi. I'm an acquisition.com or portfolio of companies right now, it does over $150 million 13 00:00:54.720 --> 00:00:57.840 years. I'll make these because I hope that you use the stuff. You make a bunch of money and then you 14 00:00:57.840 --> 00:01:01.600 come and join acquisition.com so we can invest your business. That's why I do it. And because it makes me 15 00:01:01.600 --> 00:01:06.240 feel good. All right. So let's rock and roll with the phases of content. So I'm going to walk through 16 00:01:06.240 --> 00:01:09.680 the five phases and then I'm going to talk about which of the objectives you're solving for each 17 00:01:09.680 --> 00:01:15.920 of these and then finally like an outskill version. All right. So phase one is you make something 18 00:01:16.960 --> 00:01:21.440 and you post it. That's it. That's phase one. And believe it or not, a lot of you guys haven't 19 00:01:21.440 --> 00:01:26.080 even done phase one, which is why I have to outline it. You just got to post something sometime 20 00:01:26.080 --> 00:01:32.720 somewhere. Number one, phase one. There you go, baby. Number two is that you post something 21 00:01:32.720 --> 00:01:38.240 consistently. So you find a platform that you like, ideally one that you're probably already 22 00:01:38.240 --> 00:01:43.520 using and you just post again after you posted once and you say, you know what? This was seven days 23 00:01:43.520 --> 00:01:49.440 apart. If I do this every seven days, I will now be consistent, which is phase two. You create a 24 00:01:49.440 --> 00:01:53.760 cadence or a calendar around when you post. All right. You can set a reminder for yourself. 25 00:01:53.760 --> 00:01:58.080 For me, I just know that there's one day a week that I do all my marketing stuff. What I do on 26 00:01:58.080 --> 00:02:02.400 that day changes, but it's always marketing related. All right. And so that's what's worked for me. 27 00:02:02.400 --> 00:02:07.760 Maybe it'll work for you. The third phase and this is a big expansion phase. And I'll talk about 28 00:02:07.760 --> 00:02:12.320 this one is when you start switching objectives. All right. But in phase three, you post reliably 29 00:02:12.320 --> 00:02:16.880 and you do it on all platforms. All right. So this goes, you go zero to one, 30 00:02:16.880 --> 00:02:22.000 but you go zero to one on every platform and you do it consistently. All right. That's a massive 31 00:02:22.000 --> 00:02:26.640 increase in the amount of volume that you are posting. But when you do that, this is when it 32 00:02:26.640 --> 00:02:30.720 transitions in terms of objectives and I'll get to the objectives in a second. All right. 33 00:02:30.720 --> 00:02:36.000 Phase four is that you go from posting just even once on every platform on a regular cadence 34 00:02:36.000 --> 00:02:40.960 to maximizing how much every platform can take. Some platforms can like the short front platforms 35 00:02:40.960 --> 00:02:46.960 can take sometimes five, 10 posts a day like Twitter or TikTok or or Facebook Reels at this 36 00:02:46.960 --> 00:02:52.240 moment. And this hopefully so this video doesn't get dated. Those rules change all the time. 37 00:02:52.240 --> 00:02:56.400 If you have a newsfeed style or you have an audience that it's pushing stuff to, they tend to 38 00:02:56.400 --> 00:03:00.000 fatigue faster and they don't want to get overwhelmed with one person. And so that's usually where 39 00:03:00.000 --> 00:03:04.720 you get capped out at one or two times a day. And so what you have to do is look at all the platforms, 40 00:03:04.720 --> 00:03:08.560 figure out what the maximum amount is that you can publish on a platform. And then all you do is you 41 00:03:08.560 --> 00:03:13.760 crank the volume on all of them at the same time. That's phase four. Most people never even get to 42 00:03:13.760 --> 00:03:19.760 phase four. But that's phase four. All right. And then phase five is that you go from creating for 43 00:03:19.760 --> 00:03:24.480 all of those to capturing and creating. All right. And the reason that that's nuanced is that 44 00:03:24.480 --> 00:03:28.400 for example, if I wanted to have a show where everybody called in and then I could repurpose all 45 00:03:28.400 --> 00:03:32.480 that stuff across content, that would be be deliberately creating content in a way across all 46 00:03:32.480 --> 00:03:37.600 those channels, right? But not only creating, but also capturing so that I could further enhance 47 00:03:37.600 --> 00:03:41.440 my reach and the amount of volume that I created. And the big rule with volume that I have is that 48 00:03:41.440 --> 00:03:47.280 there's no such thing as too long, only too boring. All right. And the second rule that I have is 49 00:03:47.280 --> 00:03:52.720 quality over quantity, but quality quantity wins over quality. All right. And so the thing is, 50 00:03:52.720 --> 00:03:57.440 and here's the catch is that in order to know what is quality, it usually takes reps to get good. 51 00:03:57.440 --> 00:04:02.240 And so the only thing that you actually have to control is volume in the beginning. And so you will 52 00:04:02.240 --> 00:04:07.040 probably do a lot in the beginning and it will probably suck comma and that's okay because it is a 53 00:04:07.040 --> 00:04:12.000 requisite for getting good. No one starts by being amazing. You start by sucking and then you get 54 00:04:12.000 --> 00:04:17.040 better and then eventually you suck so little you're actually good. All right. So those are the five 55 00:04:17.040 --> 00:04:20.960 phases. I'll say them again real quick and then I'll get into the objectives. All right. Phase one 56 00:04:20.960 --> 00:04:25.840 is that you actually post something. That's it. The silent majority, you are no longer silent. That is 57 00:04:25.840 --> 00:04:30.480 you. Number two is you post stuff consistently. Charlie Munger said that if you were consistent, it's 58 00:04:30.480 --> 00:04:34.320 one of those things. It's very difficult to be a failure at. If you're actually just consistent at 59 00:04:34.320 --> 00:04:39.520 anything you do, it's difficult to fail in life. Interesting thought. Number three, all of a sudden 60 00:04:39.520 --> 00:04:43.840 you go to all platforms and you post at least once on those platforms a week, right? If you use 61 00:04:43.840 --> 00:04:49.280 that cadence just once a week on every single platform you post. And if you have a specific avatar 62 00:04:49.280 --> 00:04:53.520 that's just not on a platform, then you can exclude those. But most people, most platforms have your 63 00:04:53.520 --> 00:04:59.280 avatar on it. Phase four is that you maximize and phase five is that you create and innovate across 64 00:04:59.280 --> 00:05:03.440 all platforms. All right. Those are the five phases. Now if you were a small business owner, 65 00:05:04.080 --> 00:05:10.560 that cost time and that cost money. So what do you do? All right. So there's two distinct 66 00:05:10.560 --> 00:05:14.000 objectives. So when I'm talking to our portfolio companies, I actually have had this conversation 67 00:05:14.000 --> 00:05:18.400 with probably half of our portfolio companies in the last three months. And it's what is the role 68 00:05:18.400 --> 00:05:22.640 of organic marketing play in the business from a concept of acquiring customers? That's what we do 69 00:05:22.640 --> 00:05:27.280 this stuff, right? We do this to acquire customers. All right. And so if you have other ways of getting 70 00:05:27.280 --> 00:05:32.320 customers, which for most of you would be many lap bound affiliates or paid ads, right? Those are 71 00:05:32.320 --> 00:05:35.920 probably the other three ways and besides referrals are the other three ways that you're getting new 72 00:05:35.920 --> 00:05:40.160 customers. And if those are the primary channels, you do not want to take your eye off the ball on 73 00:05:40.160 --> 00:05:44.080 that because that's what puts foods on the table. That's what's paying the bills. That being said, 74 00:05:44.080 --> 00:05:50.480 if that is how you acquire customers, the purpose or the objective of having the organic content is 75 00:05:50.480 --> 00:05:55.520 lead nurture, not lead generation. All right. So what happens is someone comes in through an affiliate, 76 00:05:55.520 --> 00:05:58.640 someone comes in through a paid ad, someone comes in through manual app on because you had an 77 00:05:58.640 --> 00:06:03.280 SDR call them or they got a cold email, what do they do? They look at your social profile, 78 00:06:03.280 --> 00:06:07.680 they look at your website and they say, is this personal legit? The only litmus test you have to 79 00:06:07.680 --> 00:06:11.760 pass there is that you've posted something recently that's not shit. That's really it. They have 80 00:06:11.760 --> 00:06:16.480 to consume, they'll probably consume two, three, four pieces of content and say, this guy or this 81 00:06:16.480 --> 00:06:20.560 gal knows what they're talking about. And this is recent enough that I know that they're still in 82 00:06:20.560 --> 00:06:24.960 business. This is a legitimate business. That's all we're trying to accomplish here is providing 83 00:06:24.960 --> 00:06:29.600 some value in advance so that they think, huh, the likelihood that if I pay this person, I would get 84 00:06:29.600 --> 00:06:34.080 more of this type of content or more of this value is high. It's all we're doing. Increasing the 85 00:06:34.080 --> 00:06:37.440 perceived likelihood of achievement that if they buy from you, they will get what they want. 86 00:06:37.440 --> 00:06:41.680 That is the purpose. It's to help the sales team out is to give them assets. And if you do start to 87 00:06:41.680 --> 00:06:47.200 have content that that starts performing better than others, that gives you two things. One is it 88 00:06:47.200 --> 00:06:52.240 gives the sales guys content that they can proactively feed to the to the prospects. And so what you 89 00:06:52.240 --> 00:06:57.760 should build is have your sales guys build a a master excel sheet of your best content of all 90 00:06:57.760 --> 00:07:01.600 time because there is some content that you've made knowingly or knowingly that convinces more people 91 00:07:01.600 --> 00:07:06.160 to buy from you. And so you have it as your all-time greatest hits and then between calls or before 92 00:07:06.160 --> 00:07:10.480 calls your salesperson can say, Hey, if you got some questions, a lot of people love this video 93 00:07:10.480 --> 00:07:13.520 that we talk about our insurance setup or a lot of people love this video. We talk about how we 94 00:07:13.520 --> 00:07:19.040 fix toilets, whatever it is, right? And you have the two biggest or best pieces of content. Now on 95 00:07:19.120 --> 00:07:23.440 that content sheet, you'll have one of the FAQs, one of the types of questions that people ask on 96 00:07:23.440 --> 00:07:26.880 sales calls, which gives you great fodder for the types of content that you'll make in the future. 97 00:07:26.880 --> 00:07:31.280 And again, you do it for one for the sales team and two for marketing. And so you do it for the sales 98 00:07:31.280 --> 00:07:35.360 team because as soon as they have that question, they can send that as a reply between call one and 99 00:07:35.360 --> 00:07:39.840 call two to close a prospect when they're not sure. Or if they have the question that they found out 100 00:07:39.840 --> 00:07:43.760 before the call, they can send it to them beforehand, increase the likelihood they close, all right? 101 00:07:43.840 --> 00:07:48.960 So that's the first thing that first tangential benefit besides nurture that making this content 102 00:07:48.960 --> 00:07:54.000 helps you with. The second one is that it gives you the hooks and it gives you the hard hitting 103 00:07:54.000 --> 00:07:58.480 messaging and content that is actually converting. It's actually gaining people's attention. They're 104 00:07:58.480 --> 00:08:02.880 disproportionately saving it, disproportionately sharing it, disproportionately commenting on it. 105 00:08:02.880 --> 00:08:06.800 And so what that does is it gives you an idea of what you can start leading with on your paid 106 00:08:06.800 --> 00:08:10.560 side. So when you run paid ads, you can look at your organic content and be like, dude, 107 00:08:10.560 --> 00:08:15.440 this hook, I don't know what it is. People went nuts for this, right? Or on your cold emails, 108 00:08:15.440 --> 00:08:19.600 the first or second line of the benefits that you tie in. If for some reason this headline or 109 00:08:19.600 --> 00:08:24.000 this hook works well, you weave it into every one of your cold emails and you can split test and 110 00:08:24.000 --> 00:08:30.960 say, wow, this beat our control. And so think of the content you're making as just low risk, 111 00:08:30.960 --> 00:08:36.640 ways of testing hooks and headlines to get people to buy from you. All right, that's what it is. 112 00:08:36.640 --> 00:08:41.120 And so big picture phase one, phase two, posting shit and posting shit regularly. 113 00:08:41.120 --> 00:08:45.840 All you have to do, objective is lead nurture. The tangential benefit one is that it helps the 114 00:08:45.840 --> 00:08:50.960 sales guys close because it covers FAQs and gives them fodder to feed people between calls. 115 00:08:50.960 --> 00:08:56.960 And number two, it gives you better insight into paid ads, affiliates or app on that you're doing 116 00:08:56.960 --> 00:09:01.920 so that you can get more from your existing efforts. All right, that is for phase one and phase two 117 00:09:01.920 --> 00:09:05.520 of a content marketing machine that you're building. That's and if you're if you're in one of those 118 00:09:05.520 --> 00:09:09.200 camps, you don't need to do anything else. That's it. That's all you got to do. Make stuff, 119 00:09:09.200 --> 00:09:14.320 make it regularly. That is all. Have a nice day. Do that. If you want to know what it looks like to 120 00:09:14.320 --> 00:09:19.600 actually use content marketing as a way to generate leads. Now, I'm new to this game. And so I'm just 121 00:09:19.600 --> 00:09:23.360 going to give you my insights to this. There are guys who are way better than this at me. But this 122 00:09:23.360 --> 00:09:27.040 is me just observing and documenting what I'm learning along the way to hopefully help you guys out. 123 00:09:27.840 --> 00:09:33.200 So phase three, which is you though, then go to all platforms, which is your posting once a week 124 00:09:33.200 --> 00:09:36.720 or on some cadence on all platforms, which means you basically have to learn the platforms because 125 00:09:36.720 --> 00:09:41.280 platforms are all a little bit different, right? If you've ever seen that that that meme that had 126 00:09:41.280 --> 00:09:48.080 like Tinder, LinkedIn, Facebook and like Instagram, and it had like your profile and all four of those, 127 00:09:48.080 --> 00:09:52.480 same person just packaged a little differently. And so you can have the same content. Now, 128 00:09:52.480 --> 00:09:57.360 I'll give you an example of like this tweet here, then getting put into a TikTok, right? Then 129 00:09:57.360 --> 00:10:02.720 also getting put into a YouTube short and then also getting put into a real, right? It's the same 130 00:10:02.720 --> 00:10:07.120 concept, the same subject matter, but we package it a little bit differently. You can notice the headlines 131 00:10:07.120 --> 00:10:10.560 and the text are a little bit different. You can notice one of them's texts, the other ones video. 132 00:10:10.560 --> 00:10:12.160 It's but the same subject matter. 133 00:10:14.080 --> 00:10:19.040 Hey guys, real quick. If you're new to the podcast, I have a book on Amazon called 100 million 134 00:10:19.040 --> 00:10:23.120 dollar offers that over 8,000 five star reviews and it has almost a perfect score. You can get it for 135 00:10:23.120 --> 00:10:27.360 99 cents on Kindle. The reason I bring it up is that I put over a thousand hours into writing that 136 00:10:27.360 --> 00:10:32.240 book and it's my biggest gift to our community. So it's my very shameless way of trying to get to 137 00:10:32.240 --> 00:10:36.960 you to like me more and ultimately make more dollars to that later on in your business career. 138 00:10:36.960 --> 00:10:41.680 I can push the bar towards you. So that's my gift. Go check it out. Amazon and back to the show. 139 00:10:43.120 --> 00:10:47.680 The purpose of phase three is learning what packaging looks like on each of the platforms. 140 00:10:47.680 --> 00:10:52.000 All right. Phase four is you then say, great, I feel like we finally get each of these platforms. 141 00:10:52.000 --> 00:10:56.320 And this fucking takes time. All right. It takes probably six months. And this is if you have 142 00:10:56.320 --> 00:11:00.080 means to pay for the stuff and I'll get into the cost in a second. I'll get in the cost in one 143 00:11:00.080 --> 00:11:05.520 moment, but I just want to finish this out. So you have maxing out the platforms, which is phase four. 144 00:11:05.520 --> 00:11:11.040 And then number five is actively creating. So candidly right now on barely scratching phase five. 145 00:11:11.040 --> 00:11:15.920 Right now we're actually just dialing on phase four, which is maximizing across all platforms. 146 00:11:15.920 --> 00:11:20.240 We're not really there yet. We're maxed out on probably half the platforms. But we know we need to 147 00:11:20.240 --> 00:11:24.000 do some work on maximizing some of them. That's what we're working on actively here at Moada. 148 00:11:24.000 --> 00:11:26.560 I was going to say, emotionation. So emotionation is what we're doing, right? 149 00:11:28.000 --> 00:11:32.720 Now the difference between phase one and two and phase three, four, five is the objective. 150 00:11:32.720 --> 00:11:37.840 If you're, if you're doing phase three, four, five, the objective is to generate new customers 151 00:11:37.840 --> 00:11:43.040 from content, right? And it's different than phase one and phase two where the only reason you can do 152 00:11:43.040 --> 00:11:46.640 that is just have lead nurture just to give you guys some sales stuff, just to give you guys some 153 00:11:46.640 --> 00:11:51.840 fodder and just test some hooks. With three, four, five, you're actually making good enough content 154 00:11:51.840 --> 00:11:57.280 that the platforms are serving it to new audiences because they are able to grow the amount of time 155 00:11:57.280 --> 00:12:02.240 people spend on the platform because your stuff is good. And so the platforms pay you by paying 156 00:12:02.240 --> 00:12:07.200 you an attention, they pay you an eyeballs, they pay you an impressions for providing value to their 157 00:12:07.200 --> 00:12:10.960 audience, all right? And so then that brings more people into your world, more followers, more likes, 158 00:12:10.960 --> 00:12:17.600 all that stuff, all right? Now you still have to have a way to convert those people into customers, 159 00:12:17.600 --> 00:12:21.920 all right? And so the way to do that is just having call to actions, all right? It's simply just 160 00:12:21.920 --> 00:12:24.960 saying like, for example, if you're a business doing three million dollars or more and you're 161 00:12:24.960 --> 00:12:29.200 in an internet business, go to acquisition.com, it can fill out the stuff for a minority investment. 162 00:12:29.200 --> 00:12:33.200 That's what we do, right? So you can just put that into your content and then the rest of your time, 163 00:12:33.200 --> 00:12:36.720 you're just providing value, you don't need to get fancy with it. You don't even have to do it 164 00:12:36.720 --> 00:12:39.440 all the time. If you do it occasionally because you don't want to be one of those guys, you're just 165 00:12:39.440 --> 00:12:43.520 pitching all the time and you want to make sure that we're depositing far more than we're ever 166 00:12:43.520 --> 00:12:49.360 extracting, right? And so making sure that you maintain that balance is one of the hard parts of 167 00:12:49.360 --> 00:12:53.120 marketing. And I think a lot of people oversell the small amount of demand they have so they can 168 00:12:53.120 --> 00:12:57.760 never grow the audience. And so if you look at it like a sliding style between give and take, 169 00:12:57.760 --> 00:13:02.640 the more you give, the more you grow, the more you take, the more you shrink, right? And so if you 170 00:13:02.640 --> 00:13:07.920 give, you multiply, if you take, you shrink back. And so you want to be over indexed this way and 171 00:13:07.920 --> 00:13:13.200 then just occasionally throw the takes in so that you can always be underselling the amount of 172 00:13:13.200 --> 00:13:17.200 demand you have so that if there's a pyramid of demand like this, you're just selling this many 173 00:13:17.200 --> 00:13:21.920 and that all of these people, you slam the door on them and you say, hey, we'll be back in a month, 174 00:13:21.920 --> 00:13:26.720 make sure you take action next time. And when you do it that way, you always, you never go hungry 175 00:13:26.720 --> 00:13:30.640 because you always have more people knocking on your door than you have seating in your in your house, 176 00:13:30.640 --> 00:13:36.640 right? That's the idea. All right. Now, from a cost perspective, there's time cost, there's long term 177 00:13:36.640 --> 00:13:40.960 cost and there's money costs. So I'll go through all three from using it as lead generation from a 178 00:13:40.960 --> 00:13:44.800 long term perspective, because I'll start there. If you start doing content as your way of getting 179 00:13:44.800 --> 00:13:49.440 customers expected to take a long time, all right? Like one of the things that like I started making 180 00:13:49.440 --> 00:13:54.560 content for acquisition.com about 18 months before we really started seeing any kind of deal flow or 181 00:13:54.560 --> 00:14:00.160 or growth across the platforms. And I candidly, I had experience on video and I had a track record 182 00:14:00.160 --> 00:14:05.600 and still took time. And so I'm just saying that like set expectations appropriately. Like I know 183 00:14:05.600 --> 00:14:10.320 Evan Carmichael talks about he he showed his his YouTube subscriber growth over a decade, right? And 184 00:14:10.320 --> 00:14:14.560 so if you think about this as a long term play, I still believe that fame is the most efficient 185 00:14:14.560 --> 00:14:19.600 business model. All right. It's one of the best ways to arbitrage making money, but it takes time 186 00:14:19.600 --> 00:14:22.960 and no one's willing to wait, which then gives you a competitive advantage because patience is one 187 00:14:22.960 --> 00:14:26.640 of the ultimate advantages is that you're just willing to do things for an unreasonably long period of 188 00:14:26.640 --> 00:14:30.880 time without thinking you smarter than you really are, which is a quote from Neil Strauss. All right. 189 00:14:30.960 --> 00:14:35.440 Now one was the the long term time cost. The second is the short term time cost. What's the 190 00:14:35.440 --> 00:14:41.280 micro cost, right? So if you're doing phase three, four, five, even at phase three, it's going to be 191 00:14:41.280 --> 00:14:46.880 pretty much beyond your capacity to actually create, capture, edit, distribute across all platforms, 192 00:14:46.880 --> 00:14:50.000 you're not going to be able to do it on your own. And so you need some degree of leverage. That 193 00:14:50.000 --> 00:14:53.520 leverage is going to come in the form of labor. You're going to have to pay people to help you out. 194 00:14:53.520 --> 00:14:59.200 In the beginning, the more costly way of doing it, but faster is to have vendors. So to have people 195 00:14:59.200 --> 00:15:03.360 who are specialists on each of these platforms, because what they're going to do is get you up to speed 196 00:15:03.360 --> 00:15:06.640 five times faster. They're going to already know all the mistakes that people normally make. 197 00:15:06.640 --> 00:15:10.880 Now, one thing they have to look out for for vendors, and this is especially important for me, 198 00:15:10.880 --> 00:15:17.040 is that most vendors are data driven. And what I mean by that is they get obsessed with virality, 199 00:15:17.040 --> 00:15:22.000 they get obsessed with clicks and views and impressions and subscribers, right? And that's good 200 00:15:22.560 --> 00:15:27.440 to a degree. But what happens is they'll try to start putting you in this box of like, this is the 201 00:15:27.440 --> 00:15:31.520 stuff that's working great. The thing is, is sure you might be getting lots of views and lots of 202 00:15:31.520 --> 00:15:35.520 subscribers, but are they the types of subscribers you want, right? Because if you're doing, you know, 203 00:15:35.520 --> 00:15:40.240 food eating contest, but you're a plumber, is that really what you're looking for? Probably not. 204 00:15:40.240 --> 00:15:45.280 And so I think it's okay to be satisfied with a smaller audience that's just the type of person 205 00:15:45.280 --> 00:15:49.280 that you're actually looking to attract. And so if you can, if it's hard, I'm just being like, 206 00:15:49.280 --> 00:15:53.280 it's hard to make the shift, and it's really hard to ram it down their threads because most clients 207 00:15:53.680 --> 00:15:57.840 that pay them only care about those things because they don't know what else to measure. And that's 208 00:15:57.840 --> 00:16:02.640 the problem is that it's so easy to quantify, and just because it's easy to quantify doesn't mean 209 00:16:02.640 --> 00:16:06.800 it's important. So think about that. There's a lot of things that are easy to measure, and we over 210 00:16:06.800 --> 00:16:10.240 index how important they are, just because we know how to measure them. There are other things that 211 00:16:10.240 --> 00:16:14.880 are intangible that are more important, all right? So the values that you have, the messages that 212 00:16:14.880 --> 00:16:19.200 you want to get out there, who you're trying to reach, will be more important than the quantitative 213 00:16:19.200 --> 00:16:24.160 metrics. Are those good litmus tests in terms of if nothing you ever have hits? Yeah, you should 214 00:16:24.160 --> 00:16:28.160 probably pay attention to that. But if, if only one specific type of thing hits, and it's not 215 00:16:28.160 --> 00:16:32.080 core to who you are, or the message you want to put out, you got to be able to resist that temptation, 216 00:16:32.080 --> 00:16:34.960 because otherwise you're going to build this audience, doing stuff you don't want to do, attracting 217 00:16:34.960 --> 00:16:40.480 people you don't want to be with, right? So that's the second cost, which is, which is like the time 218 00:16:40.480 --> 00:16:45.280 slash money cost, all right? And so for context, which is I'll just transition fully into money, 219 00:16:45.280 --> 00:16:50.400 for us to put out the stuff that we put out right now across all platforms, for Leyla and I, 220 00:16:50.400 --> 00:16:54.240 cost about 70,000 a month, all right? So if you're curious, you're like, how much does that, like, 221 00:16:54.240 --> 00:17:01.120 the real cost about 70,000 a month? And that's to put out roughly 160 pieces of content a week. 222 00:17:01.120 --> 00:17:05.920 You're like, oh my god, I'm like, I know, it's a lot. And that's because we're trying to promote, 223 00:17:05.920 --> 00:17:11.120 right? We're using this instead of using paid ads. And so if you think about this from an 224 00:17:11.120 --> 00:17:17.120 impression to impression standpoint, for us, we get about $2 million a month in what would be 225 00:17:17.120 --> 00:17:21.360 equivalent ad spend. So if I were to just pay for the impressions, it would cost me about $2 million 226 00:17:21.360 --> 00:17:26.400 a month to get the impressions that right now cost me about 70,000 a month. All right? And so I have 227 00:17:26.400 --> 00:17:33.120 a lot of cost savings doing it organically. The lever on that, though, is how good you are. And that's 228 00:17:33.120 --> 00:17:37.360 tough. And it probably sounds weird for me to even say this. So take it the way that you probably 229 00:17:37.440 --> 00:17:42.480 are hopefully know that I mean it, which is most people talk about stuff that they don't have the right 230 00:17:42.480 --> 00:17:46.800 to talk about. They are not experts in the field. And just because you call yourself an expert 231 00:17:46.800 --> 00:17:51.200 doesn't make it true. All right? And so the question is, how narrowly can I define the problem 232 00:17:51.200 --> 00:17:56.400 that I solve so that in that tiny world, in that pond, I am king, right? Because you might not be 233 00:17:56.400 --> 00:18:00.800 the best business person in the world. I'm not, right? But the question is of all the sources of 234 00:18:00.800 --> 00:18:07.200 information that are both entertaining and educational. Is the stuff that you put out there good enough 235 00:18:07.200 --> 00:18:12.560 that people are like, I will pay attention to this person because here's a thought to stay with. 236 00:18:12.560 --> 00:18:16.800 If you've ever struggled to give away your services for free, like you're like, hey man, 237 00:18:16.800 --> 00:18:20.560 I've got video services. I'll record some stuff for you. And someone's like, no, I'm good. 238 00:18:21.200 --> 00:18:26.960 It's because the biggest cost isn't your price. The biggest cost is other stuff that goes with 239 00:18:26.960 --> 00:18:30.800 the thing that you sell, which is also an opportunity because if you find out what the biggest 240 00:18:30.800 --> 00:18:34.800 friction points are into selling the services or products that you have, you'll be able to solve 241 00:18:35.200 --> 00:18:38.880 them and then price becomes not an issue because you've solved these other pain points. 242 00:18:38.880 --> 00:18:42.880 And so to the same degree, the biggest cost of your free content, when you're like, my free 243 00:18:42.880 --> 00:18:47.600 content's better than his, well, the thing is, is it might not be because people aren't willing to 244 00:18:47.600 --> 00:18:52.880 pay for it with their attention. And then it has other costs, which is it's not worth their attention. 245 00:18:52.880 --> 00:18:56.400 And that's hard to take, but it just means that you have the opportunity to get better. And so 246 00:18:57.360 --> 00:19:01.040 the biggest picture and the underlying question that I always try to answer is, why should this 247 00:19:01.040 --> 00:19:05.360 person listen to me and why is this worth their time? And if you can answer those questions in the 248 00:19:05.360 --> 00:19:08.880 content that you're making in a tangible way that their life is going to get better as a result, 249 00:19:08.880 --> 00:19:12.400 they'll come back and tell their friends, right? And that's the idea. And that's how, you know, 250 00:19:12.400 --> 00:19:17.840 slow growth, you know, or linear growth throughout content actually works, right? And so, if you're 251 00:19:17.840 --> 00:19:22.480 like, how can I provide value to somebody? Because I'm not, I'm not, I'm not Andy for sale. I'm not 252 00:19:22.480 --> 00:19:26.560 Gary Vee. I'm not at my lead. I'm not all closing in on a billion dollars plus I'm not Grand Cardone, 253 00:19:26.560 --> 00:19:31.120 right? If you have that, well, don't try and compete with them because they've already answered 254 00:19:31.120 --> 00:19:34.240 the first question, why should listen to them? Because they're all billionaires, right? Or close to 255 00:19:34.240 --> 00:19:40.160 it. And so you're not going to compete there. But if you're like, hey, I'm the fastest toilet 256 00:19:40.160 --> 00:19:44.880 fixer in in this side of Tuscaloosa, you might only be competing against three guys. And if you're 257 00:19:44.880 --> 00:19:48.240 only competing against three guys, you can beat them, right? Look at those guys, but I'm going to beat 258 00:19:48.240 --> 00:19:52.400 that guy, right? And then all you do is just slowly you expand your pond because what happens is 259 00:19:52.400 --> 00:19:56.400 first you're fixing toilets. And then you're talking about how you can expand a plumbing business. 260 00:19:56.400 --> 00:19:59.440 And then you're talking about how you can expand a local business. And then you're talking about 261 00:19:59.440 --> 00:20:03.600 marketing on whatever specific method you use to to grow your thing, right? And then you're talking 262 00:20:03.600 --> 00:20:08.720 about expanding an enterprise to national levels and then lo and behold, you're a business expert, 263 00:20:08.720 --> 00:20:13.680 but it takes time. And so I think that it's much better. I don't like the fake it till you make it. 264 00:20:13.680 --> 00:20:16.640 I like to like, who do I want? I don't want to lie to other people because well, you don't, 265 00:20:16.640 --> 00:20:19.360 when you fake it, you make your mind yourself, right? You're lying to others and you're ultimately 266 00:20:19.360 --> 00:20:23.280 lying to you. And I don't think that's a good way to live, at least for me. And so I would rather 267 00:20:23.360 --> 00:20:29.600 have it be the opposite, which is prove it. So you don't lose it in that close. Maybe we'll make 268 00:20:29.600 --> 00:20:34.960 that a thing, prove it to you lose it. All right. And so the idea is like use the evidence, 269 00:20:34.960 --> 00:20:41.200 not the hull of blue, not the chest beating, not the not a hyper, but a true expert because 270 00:20:42.080 --> 00:20:46.080 if you have evidence, you are beyond reproach. If someone looks at you and says like, 271 00:20:46.080 --> 00:20:49.840 Hey, man, your content's crap. You can be like, I mean, that's okay. I probably need to learn how 272 00:20:49.840 --> 00:20:53.120 to deliver it better, but like, this is how I agree the business or like, this is how you fix 273 00:20:53.120 --> 00:20:56.640 toilets. I'll try and be more entertained the next time, but this is how you fix them. And you 274 00:20:56.640 --> 00:21:02.000 have evidence that you fix 500 toilets this way. So like, you won't feel the pain of people calling 275 00:21:02.000 --> 00:21:07.520 you a fraud because you know, it's not true. So if I look at you and say, Hey, this guy is purple hair, 276 00:21:07.520 --> 00:21:11.520 right? You're not going to be offended by that because you know, it's not true. But if someone says, 277 00:21:11.520 --> 00:21:16.320 Hey, this guy's a scam, it only hurts you if you believe them. It's only in the elements 278 00:21:16.320 --> 00:21:20.720 around the edges where there are truth that are embedded in the insults that we get hurt. 279 00:21:20.720 --> 00:21:24.800 And so in order to play the game for the long run, I believe in having the foundation of truth, 280 00:21:24.800 --> 00:21:29.520 which is evidence, which is what have I actually done? And so I think if you focus on the doing, 281 00:21:29.520 --> 00:21:34.000 you focus on stacking up an insurmountable amount of evidence to prove the point that you are good 282 00:21:34.000 --> 00:21:38.080 at this thing, then you can make the framework, she can tease the stuff and you can have the 283 00:21:38.080 --> 00:21:42.000 the intestinal fortitude to go through the harder times because you know who you are, not because 284 00:21:42.000 --> 00:21:44.960 of what you're talking about in the future, but because what you've done in the past. And I think 285 00:21:44.960 --> 00:21:48.880 that big picture, if you want to use faces of content marketing and market your business, 286 00:21:48.880 --> 00:21:52.240 bring the wagon background, if you're a small business owner, you can do the first two phases, 287 00:21:52.240 --> 00:21:55.920 just post about stuff, make sure it's valuable. You don't need to put a ton of time into it, 288 00:21:55.920 --> 00:21:59.360 just enough that you're present and that people don't think you're scam, right? Just to make 289 00:21:59.360 --> 00:22:03.280 sure that you are a legitimate looking business that looks like its doors say open on it. That's 290 00:22:03.280 --> 00:22:07.200 all we're trying to accomplish and help the sales guys out. If you want to make content marketing, 291 00:22:07.200 --> 00:22:11.280 your actual lead generation machine, then you need to invest in it the same way you invest in it 292 00:22:11.280 --> 00:22:15.280 for paid marketing, which is you're probably have to have vendors, you're probably over time, 293 00:22:15.280 --> 00:22:17.920 once you learn from your vendors, you're going to bring employees in house and you're going to teach 294 00:22:17.920 --> 00:22:22.000 it to them, right? And you do the vendors first, you can learn the hacks and then you can teach it 295 00:22:22.000 --> 00:22:25.600 to your internal team and you can do it a little bit of a cost savings, right? You pay the vendors 296 00:22:25.600 --> 00:22:29.920 for speed, you pay the employees for time control, that's the trade off, right? So you bring it in 297 00:22:29.920 --> 00:22:35.040 house and then you start scaling the volume up internally, right? And then phase five is when you go, 298 00:22:35.040 --> 00:22:38.400 you go max out mode, right? You start cranking out on everything and then you start creating stuff 299 00:22:38.480 --> 00:22:41.920 specifically. But when you're doing that at that phase, you probably don't need to worry about this 300 00:22:41.920 --> 00:22:45.680 video. All right. So most of the nation, love you guys, keep being awesome. Hopefully I answer 301 00:22:45.680 --> 00:22:49.360 some of the content questions you guys have been asking. And so when you ask, I try to do my very best 302 00:22:49.360 --> 00:22:59.120 to answer them, keep being awesome. Also, you guys, bye.