← Content Is Profit
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- [00:00]
A
Hey guys, and welcome back to Content is Profit. Today we continue with the pillars on how to build a high ticket offer. If you haven't listened to the last episode, we go over the first five and then today we're going to complete with the next five. Both of these episodes is like a mini class where you can go and implement today to create your high ticket offer. Also, if you need some clarity in your strategy. Yesterday I was in an event with a bunch of creators and the common sense was a lot of people had a lot of things to create, a lot of things to do, but every, everybody was lacking clarity on where they want to go, how do they want to monetize, what are the things that they want to actually do with their content, mixing it with their business. So if you want to do that, if you want to gain that clarity for free, you can go to Bizrose Co monetize and you can be part of a five day challenge with Fonzie. One on one, let's go. Which by the way, he's right here. Welcome Fonzie. How's it going?
- [00:56]
B
Let's go. Let's keep this going. Let's wrap up this episode. This double take. Double episode.
- [01:03]
A
Double episode. Episode, baby. All right, sorry.
- [01:06]
B
It was, it was meant to be one, but you know, we extended a little bit.
- [01:10]
A
Yeah, if it was just me talking one, I get to the point, baby. But then, you know, phones extends a little bit.
- [01:16]
B
That's why we love so much wisdom to share.
- [01:20]
A
All right, so here we go. Number with the pillar number six is, you know, we're focusing on communication, not just the offer creation. You know, often it's not the selling. It's likely a messaging issue, not an offer issue. You know, sometimes we might have like the right product, but are we talking to the right person? Frame your offer as a bridge from pain to dream outcome. I think one of my favorite questions to ask now every time we're in an event are what is the problem that you solve? How are you helping people? Because at the end of the day, we help people solve a problem. That's why they pay us money. And then there's elements as far as speed, how fast can we deliver the results, quality, different things that we can dive into. Then the last point here before Fonzie does his reference collecting. People just don't buy offers, they buy clarity and confidence.
- [02:16]
B
True, I know. What are you looking for me on this one? I think this one's pretty straightforward. You know, I mean it going down. You know, we've talked about the audience, like you have to be selling to the right person. Now if you have the right person now, you need to communicate the right message. Right?
- [02:37]
A
Yeah.
- [02:37]
B
So and then if you have the right message, of course, if you have your offer conversing, you got to fulfill on your offer. But yeah, obviously having a good message is critical. What I would do to simplify for people so they're like, okay, well what is a good message? How do I do it? I would focus on pain and desires. Most people make their decisions to either run away from pain or go towards desire. So if you know what your problems, what the problems of your customers are and their pains, I'm calling them differently. This is how I've been explaining it on the challenge lately. Problems are more of an outward thing. Right. So for example, in our world would be people blaming the algorithm, like, oh, the algorithm, you know, it's not good for me, blah, blah, blah. That's a problem. Now a pain is I've been posting for years, so now I have lack of self confidence. So it's more inward. Right. So know the problems and the pains from your customer and you can create your message around that or you can do talk about the desires. Right? What are the desires? What are the things that they want? Not probably not just money, right. Not just to convert the offer. But why is the reason they're doing that. They probably want to convert that offer because they want to provide for their family, because they have a team and they got to do payroll. I don't know. Right. Like those are some of the bigger desires. So talk to those in the messaging and that's going to be a huge progress. Obviously you got to know kind of like what is it exactly that they want to. And mix all that with that.
- [04:24]
A
Yeah, I think, you know, obviously with the messaging and I think this is where content comes into play, where you can like test those things, you know, whether you know, organically or with paid, and see what their response are. You know, are people actually experiencing this pain or are they actually having that problem? And I think obviously we can dive specifically on that, but normally I think people focusing on the offer side of things and then because they change the offer so often, then fulfillment becomes an issue because it also changes. And then that's why a lot of people don't grab the traction. You see companies that have the same product, they just continue to evolve on their message and it's the same thing that they continue to sell over and over again. Number seven I think is super interesting. It's something that I personally am a big fan of. And also I've seen very awesome people like Amanda Holmes that we've helped and Amy lately and people of that caliber that they do it often in conferences. So it's leverage events or like a launch for mass conversion. Obviously a lot of people that are in the, in the online marketing space are very familiar with maybe some, some of this stuff. Especially like during COVID everybody were doing summits and you know, events galore. But I think the fact that, you know, you can go to a conference, for example, and you can leverage that moment when you're speaking to be able to gather feedback really fast and have a ton of conversations in a very short amount of time is really good. So here are some of the, some of the things. Obviously, you know, you can host something like a zoom event or a challenge for many people. For this you do need an audience or you do need a relationship that could give you access to that audience. But the cool thing about events is that you can build trust really quickly. You have social proof right there. If you have people that already did the challenge with you or as you're explaining it, people are literally nodding as like, yes, that is the problem that I'm trying to solve. And you can get real feedback real quick. And then it's a really cool opportunity to. Especially nowadays if you have a lot of friction to ourselves to create a soft invite to the next stage. It's like, hey, I'm teaching you, I'm giving you value. We're solving this. And in part for those listening, the five day challenge that we do with you, Fonsi, it's like that in the five days there's going to be a solution that you can go execute for the next 90 days if you want. But at the same time, there's a soft invite to be like, okay, here's the next stage of what does that look like to speed up the process or make it better. What are your thoughts? What are your thoughts on events? Not maybe online events, but also in person events. I think in person events are often overlooked.
- [07:11]
B
Yeah, I mean, the core concept behind that is opa other people's audiences, Right. So how are you leveraging that? So usually, for example, We've talked about PodFest, right? So we're leveraging the audience from PodFest that they have created throughout the years with their reputation, their consistency, you know, and now we get to leverage that by being on the conference and speaking. Right? And we get the attention from now the people that we know, they have a shared Interest on, you know, improving their podcast, improving their content strategy. So that is like the base of it for me is like that strategy can be online, right? Like you said, summits, etc. Or can be in person. I think the advantage that in person has over doing it online, so which might not be honestly a huge of an advantage. What I think is the, you can probably see a quicker feedback and then you can talk to people. But again, if you're doing like an event in zoom, and then you can bring people on the zoom room and talk to them and see them. If you can see their faces on the camera, you can see the same type of feedback. But I would say probably, obviously in person, people cannot hide, right? They can turn off their camera, you don't see them anymore. But that will be the main advantage. You have that feedback loop always you want to call to action. Where do they go next? How do you can help them? But the cool thing, I will say that the real thing that I've enjoyed about live events is after you're done on the stage, right, the people that your message resonate with, they pretty much go to you and they ask you questions. And first of all those questions, those are things that you can create content about, you know, things that are, they're interested in, they give you. It's a quicker feedback loop, but also you get to build those relationships right there in place. So I mean, it's a win win whether you want to do it online or in person. I don't think it's for everybody. You know, I might not be the biggest fan of just being on the stage. You love being on the stage. But I can definitely see the advantages.
- [09:23]
A
Yeah, I think I see like the event not just like the, like the presentation itself, but like what comes before the event and then also what comes after as like that point. Right. You know, we've been in a couple of networking events locally in the last couple of weeks with, you know, local podcasters and local creators and just leading to it. You know, if people know you and they know the work that you've done, they're going to hype you up. I mean, happened yesterday. As soon as I walked in, we met this incredible woman, Lauren. She's part of the business creator club. And as soon as I walked in, she's like, oh my gosh, this guy, they have a podcast studio. And she started introducing me to the network that's there that was completely new to me. And she already put me at a place leverage wise of authority that I could potentially Support. And so people started asking me questions about the things that we do and got feedback really, really quick. So I think that's super important leading to it with the marketing efforts, the emails that you might send. And again, it can get really granular, it can get really tactical. But it's just consider yourself, consider those events. Maybe it's not your event, maybe somebody else's, right? And then you go and you collaborate with them. So there might be like a full episode on its own just on events and how to lever them to continue to build your high ticket offer. I think this one's really cool. Number eight is use story based position and to build belief, right? And we all know the power of a story, right? We do our best to share some of the stories. I think there's moments in our journey, not just ourselves, but if you're listening moments in your journey where there was something that happened and then because of that event, you change the things that you do and then that's why is a very powerful story. It's a moment of transformation, right? We can call it the epiphany bridge moment. You know, how do you actually discover your offer? So like, you know, for example, when we share how we discover content momentum, how we discovered, you know, the podcast studio, like that, those stories are really powerful and like why we decided to create a podcast, right? Like that for starters, that's really powerful. And immediately because we're sharing them, they feel very identify and it's almost like a mirror. And then people relate to that and then they decide to move forward with. With your offer.
- [11:42]
B
Yeah, I mean stories, I think at its core what it gives people is like first they get to put themselves in the shoes of the protagonist of the story, right? They kind of like can see themselves. You're painting vivid images. So at the end the goal is to portray a transformation, right? Not just like you made money, but it's like, well, you made money. And then the actual transformation below the surface is now you get to live a life, you know, with no stress, with your kids, etc. Depending on whatever. Whoever you're talking, we're talking about messaging earlier, but I think at its, at its core is that it's like what is the new opportunity that this story presents to somebody, right? It has to be relatable at the early stage of the story. You know, the problems that you're talking about, the challenges that the protagonist faced. But then there was a moment where that person, that protagonist found that new opportunity, right? And that is the epiphany moment that people are gonna, are gonna see when they're listening to the stories and they'll be like, oh, that could be me. Right? They see themselves in there and then they, they will want to take action. So yeah, obviously stories are a very powerful tool. They're very exciting. So something that we actually, I feel like we learned it was quite a, quite a while back, but it was a friend of ours that was helping us a little bit with, with sales and she told us about having, not with this exact words, but it's kind of like having a repertoire stories for different types of people that you might talk to, different profiles. So when you're having a conversation, you know, if somebody is, you know, I'm gonna say the, the type one person, you're gonna grab the type one story that you know is going to be relatable to that person because they have similar challenges, you know, they have similar backgrounds. And then you get to share that story, that transformation and they're gonna resonate way more than if you were gonna share the, you know, type number three story that it was a totally, completely person they're talking about. And again, it goes back to messaging, know who you're talking about, right? So it is, it's not just about one story, right? You can find multiple ones. If you don't have multiple ones because a lot of people are going to find themselves in a situation, say, well, I don't, I don't really have, you know, success stories or case studies to, to put out there your story, right. If you've did, if you've done it, that is the best story that you can use at the moment. But also you can borrow stories, right? A good example that I like is, you know, Russell Brunson, the founder of ClickFunnels. Every time that he goes in his presentation, there's a story that he always tells. First one is his own story of the potato gun, very relatable to people. But second, the one that he always talks about is a Roger Bannister story, how he broke the four minute mount, right? So he's borrowing a story from somebody else that he's not, is going to be relatable with his audience. So if you don't have any story, any stories, any case studies besides your own, you can do that. Look for external sources of success of stories, right. That you can attach the transformation that you're selling and then tell that story to get people to pretty much connect with it.
- [15:13]
A
Yeah, that's a really important point. Yesterday we were talking to this guy that was doing talking head videos in a lot of their content. And we're talking about how do you actually pick a format of content that you can sustain, you know, over time, Right? Like, how do you. So there's different elements. Right on. You know, is it just you. Is it. Do you have a team? Like, how do you manage those resources? And ultimately the story that I, that I shared with him was like, you know, Victor's story that he was doing talking head videos, and for him, like, that process was creating some friction and he decided to do the meta glasses thing where he, like, asked somebody to run with him. Right. And that video for him created significant traction in his channel. But the story that we told Victor to get these ideas was a different creator that did something like that. And it's like, hey, look, this is the thing. And that motivated him to go take action and try that new format. So that works the same to wrap it up. I think this is a very important point here. Inside of this is when you combine data and then the emotion, you anchor that value. I think that's really cool. I remember a presentation that we did early, early a couple years back about pipeline platform and how we were able to monetize the show. When we looked at the data and we're like, wow, 80% of the people that came to the show ended up working with us at some degree or collaborating with us. Or that for people opened their eyes and was like, wow. It pushed the belief forward. And. And we got so many other questions inside of that session, right? So if you back up your stories with that data and then that story creates that emotion, the data confirms it and the movement forward is incredibly easier after that.
- [17:05]
B
Yeah, there's a model of communication, and I learned this from. To give credit where credit is due, I learned it from Brendan Cain. He's just look him up. He's pretty big on content. But he talks about the PCM communication model, which is actually, it came out from Pixar. So what Pixar discovered was that there were pretty much like six different types of personalities with which you can communicate, if that makes sense. Right. So each one is slightly different and every person in the world, they can understand all of those six. We have all those six inside of us, if that makes sense. But it's like a lever. Like we have developed some of those more than others. So, for example, I'm sure you have a friend, you know, somebody that is very objective, right? Like they just want facts, okay. Like they have develop or, you know, that person that, that Objectiveness. But you can probably talk to them in an, you know, maybe have more of an emotional conversation that they will still understand, but maybe, maybe not as much, right?
- [18:22]
A
Yeah.
- [18:23]
B
So the thing is, if we try to talk to 100% of people right on earth, we have to hit all, we can hit all these six models of communication. And you know, we would communicate with everybody, if that makes sense. But the thing is like, if we boil it down to the three that pretty much carry like 70%, like 70% of the population talk on these three is fun facts and feelings. Right. So if you can include that in your story, if you can include that on your scripts. When you're creating content, you're gonna be, you know, delivering the same message to different type of people that, and it's gonna resonate with them. If I only do a funny skit is only going to resonate with the people that they, you know, they're more propense to communicate in a fun way. Right. If I do something that is just, you know, fully emotional talking, you know, based on the feelings and all that stuff, like I'm just gonna be talking, mostly resonate mostly with those people. But if I can mix them, what if I say something funny and then kind of like the same thing, I give it a spin and I said the emotional side of it. But I also share some data now I'm making it resonate with a higher, bigger audience. So the way I use I remember, I actually don't remember all six of them. But the three most important to remember are fun facts and feelings. And I think is, you know, the triple F, simple, simple acronym, Fun facts and feelings. So whenever I'm, you know, looking at a piece of content, I asked myself, does it have some fun elements? You know, does it talk to somebody's feelings? Does it have any facts? Right. Is it objective at all? And what is, what is sharing? So it's a really cool kind of like creation model that you can keep simple to remember and then just look back at where you're creating at your message that you're telling to people and see, am I only talking to a very small percentage of, you know, my audience by making my message very specific. On feelings, for example.
- [20:29]
A
Yeah. And again, for context, this is when we're presenting, you know, the high ticket offer. Obviously it works with content, you know, test it out. But at the same time, it's like when we're having these conversations, like it doesn't change when, you know, we're making either this presentation or we're on A call with somebody. It is the same framework. Yeah.
- [20:47]
B
I mean, if we go back a quick example, right? Let's say you're doing a sales page. Your headline might say, escape the rat race by doing X, Y, and Z. You know, so escaping the rat race is talking a little bit more about the feelings. You know, if you. If you're in. In the rat race, you're like, oh, man, I hate this life. Blah, blah, blah, right? But then immediately at the bottom, right on the sub headline, you can put some data that says, you know, 50% of people that do eggs achieve Y. And I was like, huh? Now I have literally, in two lines, I already hit the emotional aspect of it and the factual aspect of it. So it's. It's not actually. It's not super difficult to do. And it's. It's a good. It's a good model. It's a good model.
- [21:42]
A
It's a good model. Thanks for the cheat sheet. All right, this one's a huge one. This is what it made us invest our first, like, $25,000 in, our first mastermind is like, know the real cost of not buying from you. I think this is a good twist. And, you know, I think when we did, it was. All right. This next one, I think it's what pushed us on our first big investment of $25,000. When we heard this, it was really, really crazy. But know the real cost of not buying from you. So, you know, what does that look like? So, you know, examples. What is the cost of divorce? What is the cost of lost time? Where's the cost of burnout? Where is the emotional pain of not doing the thing will cost? You know, highlight the stakes. I think this is a really cool way to communicate the value of what you're trying to sell. The bigger the cost of inaction, the higher the price that you can create. I'll stop there. There's one more, but I'll let you chat.
- [23:02]
B
The best example, like you said, is what happened to us, right? We were on this event. We've never invested probably more than $1,000 on a. On a course. And, you know, the. The speaker on stage is giving his. His pitch. He's sharing everything that the program is going to have, and we're like, a thousand bucks. And then it's like, maybe 2,000 bucks is going to sell it for, dude, like, five grand. We're like, five grand. Or like, this is going to be five grand. And we didn't really know what we didn't know, Right. I think we at that point, we hadn't really been exposed to other, other types of offers. And then when he drops the price, he's like, it's going to be 20 grand. And we're like, what? In our mind, this was inconceivable. It's like, that is so much money. But then the closer came on stage, right, the guy that was doing the, what they called the repitch, and he started talking about cost and he's like, what are the most expensive things on your life? And you know, people always raising their hands, you know, sharing, you know, my car, my house. And he's like, all right, sure, yeah, your mortgage, you know, might be number two. People are like, taxes. And it's like, dude, taxes for sure. Actually taxes, I think was number two.
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A
And then number two.
- [24:21]
B
Yeah, mortgage was number three. And then nobody could guess number one. And then he's like, all right, I'm going to tell you, I'm going to tell you what is the most expensive thing on your life. And people are just like leaning, listening, and he's like, the most expensive thing is not knowing how to make a million dollars. And everybody, you could see their faces. Like, it makes a lot of sense. So what does that do? Right? That tells you first, this person is teaching you systems. It's not guaranteeing, but it's teaching you systems that let him make that amount of money, right?
- [24:59]
A
Yeah, is.
- [25:00]
B
And it could potentially work for you if you do the work, get you up to that point. So people are like, dude, like, he's. For 20 grand, he's, he's price anchoring for, for 20 grand, I can learn how to make a million dollars, $980,000 more than what I have to pay. That's a no brainer. Like that, that is an absolute no brainer. I'm going to, you know, kind of would I give $20 if somebody else will give me a hundred dollars back? Absolutely. Like one every, every single day. So a thousand dollars. Yeah, exactly. So like that, that'll be the, the, the situation there, right? It puts things into a different perspective. You start seeing things with a different lens and it's just very, very powerful. So rather than, I think it's also going back to pain and desire, right? It's like pushing people away from, people want to run away from the pain of not making enough money. And I think that actually speaks more powerful than speaking to the desire of making more money, if that makes sense. Right? People actually run faster away from pain. So when you tell them, you know, this, not knowing this Information is costing you X amount of dollars, Right. People are like, dude, I need to know this. This is my solution. So it's a great way to paint it. Of course, when you're pitching your products, you don't have to use the same strategy. But it's, for example, with us would be like, okay, what is the cost of inaction? What is the cost of not doing the content? Or what is the cause of keep doing the same content that you are doing over the next year.
- [26:52]
A
Right.
- [26:53]
B
What are, like, what would that look like? And then let them answer, say, well, I'm already losing confidence. You know, I don't even know if I could keep on going for the next year. If this doesn't work, maybe I'm going to have to, you know, go get a job. Like, who knows, right? Like, let them see those stakes. And then that's just going to create such a contrast between what you're selling them and, you know, where they want to be. Is pretty. It's pretty good.
- [27:19]
A
Yeah, it's awesome. That's by far one of my favorite ones. And even if, like, yeah, they close.
- [27:25]
B
Us, by the way.
- [27:27]
A
Yeah.
- [27:28]
B
In that event.
- [27:30]
A
Yeah. At the end of the day, and you'll see, like, I've seen reactions where, like, either people, like, if they're open to it, they'll be like, oh, yeah, that's true. Or they get, like, a little emotional and, like, defensive, but it's because they're trying to face that truth of, like, oh, crap, like, this is a real thing and something I really got to do. So either way is like, a good. A good position to be in.
- [27:52]
B
Because if they're getting defensive is for a reason. It's like, dive into that. Like, dig deeper. It's like, why are you getting like.
- [27:58]
A
This, you know, like 100% at the end of the day? Like, if you believe that your product solves that problem, if you believe that, you know that you can help, really help them. It is at the service not to go ahead and offer and share it and talk about the thing that you offer. So you're helping people, you know, because, you know, we go through those imposter syndrome phases, but your product is solving a problem that they have, and you can make their life better. So. All right, last one. Cool. Last one is a little bit of a bonus. Number 10 is prioritize your transformation. And I think, like, this might be a place where, like, we personally are at the moment trying to figure that one out, you know, reducing your own time. So build leverage, delivery. What are Some frameworks. What are some SOPs? What are some coaching pods that you can deliver? I think we're giving an attempt at that with Business Creator Club as we continue to explore it. We're about to go on a break, so I'm definitely putting some time to think that we chatted a couple weeks ago. How would that look like? Obviously, scale with structure, not the hustle. I think hustle can get you to a certain point, but after that, we got to be a little bit more clinical on how we. How we scale the company, you know, how. How we do it. Instead of, you know, work, work, work, you're going to get to a point where you're going to hate, you know, what you're doing. So. And then how do you remove yourselves without removing the results, you know, and then here's how you can continue to scale and move the ship forward. So I think personally, for us, we're in a point where we're trying to figure that one out. We have some ideas on the podcast inside with the studio. Fonsi has some ideas on the coaching side. So it's just a matter of going and execute.
- [29:55]
B
Yeah. No comments.
- [29:59]
A
I think this is probably the one that resonates with you the most. It's the one that we're in the middle of the.
- [30:06]
B
I mean, I think one of the things we've learned is you can really spread yourself thin, and it just makes everybody suffer. Like, you suffer as the entrepreneur or, you know, the person doing the job, because you probably want to do things at the best possible quality. But by spreading yourself too thin, things might not be getting done at the best possible quality that you want. So then it's okay, well, do it. The whole has a name. I forgot the name. But it's like, you know, the whole quadrant is like, all right, do I eliminate it? Do I delegate it? Do I do it now? Do I do it later? Right? Like, what are those things? Prioritization is pretty important. And at the other end of the day, if you're spread too thin, it's going to be very difficult to grow, right? And I remember this presentation that Dan Henry did a while back with a pizza, and he's like, this is a Focus Pizza. Imagine this is 100% of your focus, your pizza. It's like, now slice it in half. Your focus is split on 50% on each things, and then slice it again and slice it again and slice it again, and you end up with like 10% chunks of focus across, you know, 10 different activities. It's going to be very difficult to move things forward. But if ask yourself, how would this task look? If I can put 100% of my focus on this one task, can I get it done faster? Can I get it done better? The answer is yes to both. You'll probably get it done faster and better by just focusing on that one thing. So for us it resonates because we had a meeting recently where we pretty much put everything on papers that were all the things that we're doing, we're doing too much. Like what do we need to delegate? You know, do we need to hire some people here? And you know, it's, we were actually talking about that yesterday on the Pod Match Mastermind and I share one of my favorite phrases for the year, which is if you seek tranquility, do less better. So I was like, okay, well I need, I need to find that and by any means we're not there. I feel like we're still spread too thin and we're working on it, but we're aware, we know what the challenge is now is looking for those solutions and trying to implement them.
- [32:30]
A
Sweet. Awesome. Fonsi. Well, thanks for coming again. If you're looking for clarity on your content specific content strategy, we have a few slots that just open up Bizbros co monetize, fill out the application and then there's like a second part to it. Please make sure that that's filled out so you can book your first call with Fonzie. And if you want to be a part of the community, come to BusinessCreator Club. We're experimenting. We're having Q&As every single week. We're about to go on Christmas break so they might not be it, but we'll be back up in January. And then if you're in Jacksonville, Florida, you want to come to the studio. StudioPodcastStreets.com Here you'll find us. But quick recap on the last five that we did today is number six, focus on offer communication, not just the offer creation side. Number seven, leverage events or launches for mass conversion if you want to get more people and get away from one on one calls. Number eight, use story based positioning to build belief. Little bonus in there, Add some data to your stories and maybe some comedic how can you improve on the people that you reach? Number nine, know the real cost of of not buying from you so you can do a bunch of examples here. And then number 10, prioritize your transformation, reduce your time, create that capacity. So how can you deliver those results without you being super involved. I think that wraps up the two series episodes on the high ticket mini class. I saw some people snipping on the past episodes, so super cool. I'm very glad that this has been really helpful. And then if you have any feedback, let us know. If you're on Spotify, put it in the comments. If you're on YouTube, put it in the comments. We're here to help Fonzie. Anything else on your side?
- [34:22]
B
Yeah, one more thing here. One second, one second.
- [34:25]
A
Oh, making an appearance. Selena. For those listening, Selena. Is this her official first show on the first appearance?
- [34:39]
B
It might be her official first appearance. Selena, any words of wisdom?
- [34:43]
A
Any words? She's hugging the mic, ladies and gentlemen. She's hugging the mic.
- [34:49]
B
Is my daughter.
- [34:53]
A
New baby in the family.
- [34:54]
B
So cool.
- [34:55]
A
All right, guys, with that, thank you so much and we'll see you in the next episode. Take care.
- [35:00]
B
See. Bye, Selena.