Loading summary
Transcript55 lines
- [00:01]
A
Hey guys, and welcome back to Content is Prophet. Today we got Fonzie back, the thinker, the thinker of both of us. And he told me, hey, do not plan anything because I have something special for today's episode and I cannot wait to go and dive deep with him. Let's go.
- [00:21]
B
I will say that is definitely not what I said. You actually told me I got nothing, so you gotta plan this one. I was like, all right, no, here's.
- [00:30]
A
Here'S the, here's the thing.
- [00:31]
B
I take it upon my, myself.
- [00:33]
A
I was like, I got nothing at this time and it will be impossible for me to get something before we record. So it's on you today. But you know, you never disappoint, man. You, you always bring some good topics.
- [00:43]
B
What's up? Hopefully, hopefully we bring the heat today as well. We got, we got notes, we got some more notes on usb. USB ups. I don't know why. USB tags, you know, ideas I just have to put down in here today. I organize them a little bit. This is a word of caution. This is. Yeah, this is a little bit fresh, just recently baked.
- [01:11]
A
If you haven't heard the last 100 episodes. People are used to fresh, baby. Let's go.
- [01:16]
B
Yeah, this is recently baked. So the, the string of thought is still even better. You know, we, we might have some pauses here and there where I'm trying to peace talk to me.
- [01:29]
A
Stop with the excuses, Fonzie. Just spit out. Let's go.
- [01:33]
B
I just want to be real. I mean all our episodes are very. People know that. But I just want to have clear expectations for whoever's listening. This, you know, this is not going to be very polished, but I can assure you it is going to be very helpful. Very helpful. So my first question to you actually before we start, if you want help with your, with your content, your clarity on your strategy, what you're going to do for, you know, 2026, make sure you go to Bizros co monetize so you get out one on one five day challenge with me. We're going to jump on a couple call, going to guide you and help you out so you can do some cool stuff for 2026. Now if you're, if you listen to that, you're like, well, is it going to be worth it? Listen to this episode and then make your decision. So let's start with one question for you. What is the role of content?
- [02:25]
A
Is that for me? Are you asking me?
- [02:27]
B
Yeah. Well, I mean if the viewers, if the viewer listener wants to answer that themselves Go ahead. But yes, I'm asking that to you.
- [02:40]
A
Thinking there's is that it depends question. But I think for. Am I answering for me for Louise or am I. Am I answering for the people that we normally talked with. Talk with.
- [02:52]
B
I mean I've. We help people in the B2B space for the most part. Right. So okay. I would assume the answer fairly similar.
- [03:00]
A
Yeah, that's good. I mean if you're a creator first versus a business first. But we're business first. It's ultimately to build business. To build your business. To create revenue, to create the content and turn it into profit, baby.
- [03:15]
B
Cool. And how do we do that with content?
- [03:18]
A
Many ways.
- [03:20]
B
Give me the fast first thing that comes to your mind. Right. And I'm not trying to put you on this, I'm not trying to put you on the spot right here. But it's also an exercise for people to think about it.
- [03:29]
A
Yeah. I think we might have different answers, but in my mind has been managing the six levers of content creation which, you know, personally I've talked about that a lot on the, on the show very quickly, you know, messaging, the creation, production, distribution, monetization and operation.
- [03:52]
B
Cool. So the reason I'm ask is because I've noticed, you know, while I'm endlessly scrolling either, you know, it can be called doom scrolling or it can be called research or inspiration. Yeah, you, you decide research. I like to lean to the side of research. Yeah. You know, something I do notice, right. Is the really ginormous amount of content that are just very, very broad or, you know, that content that goes viral is advice on just kind of like tactics, you know, like things. And I understand, like we're trying to solve narrow problems, make them relatable. Like there's a whole science behind that. We talk about that in the, in the challenge that we do. But at the same time, you know, quick example is like, this is the new trend. Like, make sure you ride this. My thought goes to. Well, is this trend going to help me get views or build trust? Right. Like, which one do you want with your content? What is the role of your content? Is the role of your content to get views? I would say no. Right. It is. Views could be, you know, an adjacent result from actually generating the right amount of trust with your content. But your main goal should be to generate your trust. And there's this quote from, you know, some book that I'm listening to, which is, I thought it was pretty cool. It says if people show up to the calls with questions and concerns Your content has not done good enough. Right. And sure people will always write a show up with some sort of questions that they have, but you know, they're slamming you with all these questions, you know, and concerns. Again, your content has done, has not done enough. If we go back to the very beginning of continuous profit, we talked about the frictionless sale, like that was actually the tagline of content is profit is like the road to frictionless sale. And what does that mean? It's like you build so much trust that people are ready to pay for your services. So there's a few elements to this. Right. And by the way, if you want to interrupt me, go ahead and interrupt me.
- [06:12]
A
No, man, I haven't seen this, this excited about a topic in a long time.
- [06:18]
B
I've been thinking about this one a lot.
- [06:22]
A
It's very funny because I just. Today, you know, we had a production meeting with one of our probably biggest, most famous, you know, customers. 20 million downloads on their show. And two days ago it was their first podcast episode on YouTube that was published, produced by our team and ideated about our team and in collaboration with them obviously. But it's hilarious. We're going through this checklist of things and one of them is like on their homepage YouTube channel there's a video that is highlighted that I think they put it in there initially because it was like the most impactful that they had. But they're, they're definitely talking to a higher level audience today and they're looking for a very specific type of customer. And that video was how to go viral on Twitter and it was like their most like tactical like thing. And you know, we made some recommendations that we're changing the way like there's something else that we're going to be doing there. But the host, she's like, I hate it. I hate that. That is my most watched video. Right. And it speaks to like, you know, what you talk about. It's like the virality part of the thing and you see that with a lot of reaction video I've seen. If you're purpose if to entertain, by all means. But I think for our audience, the business, right, like who the B2B the people that are actually connecting it right away with the business. Life or death. Right. Like if we don't sell, the business goes under. Right. I think what you mentioned is very, it's key.
- [07:54]
B
Yeah. And I will caveat all this with. It might work for some people. It's not like it depends. Yeah, yeah, that's always gonna. Exactly. It's always gonna be a. It depends, right. There's a lot of things like what systems do you have on the, on the back end? Maybe you know, you do have those type of videos that are getting you a lot of attention. But you know, if you're trying to get a lot of attention just for views like it's not worth it. But now if you get a lot of attention or with the objective to capture that and then nurture that. Right. And create trust, then awesome. So if somebody has those systems in place, which takes time to build as well, right. So they can nurture and all that stuff. Like yeah, great, amazing. So caveat. It depends. There's strategies that work like it can be multiple, all of them.
- [08:45]
A
Yeah.
- [08:45]
B
But we look at this under the lens of principles, right? So it's like, okay, what is the role of content to build trust specifically for what we're trying to do, right. I mean if you're trying to build a brand, honestly regardless, you know, which is a direct to consumer or B2B, you're probably trying to build trust. Right. Different ways to do it.
- [09:06]
A
But before you dive deep, I want to give an example, right. Like recently we had a meeting with a potential customer where we provided a game plan. Hopefully they'll move forward with that. But the reception of that messaging was, was very positive. And this is a person that their next contract is $25 million, right. Like the people that they're going to be selling to one they're not on TikTok, right. Like to find the answers, you know, to the latest hacker thing is a different purpose of thing and it's almost like a second layer is like their way to connect is not online. It's maybe an in person meeting. Maybe you go to events, maybe you're a speaker, maybe you're somebody that's leveraging that and then the content that has been been right and he's been helping people that will find you. Like they're going to be consuming your content for that very high end type of customer. When they see you and, and they meet you and then they go back, you can build trust through those points of contact. They're going to see, you know, one, two, three pieces of content. Maybe the top ones on your LinkedIn or your, or your Instagram or your YouTube, whatever the channel is and they're going to be like, oh this person is legit. They're not going to consume all your show all your videos, but they are going to consume maybe something that it picks their interest after they meet with you. And this is exactly what's been happening with person because they're like, look, I, I lost a contract because the other person was the speaker and they had content out there. Right. And like, I think at that, at that point, at that level, like the bar right now is super low. There's a lot of opportunity to create like really incredible content with really incredible messaging specific to your industry that could help you go after, you know, your ideal customer.
- [10:49]
B
Yeah, 100. 100%. So I would like to have like a really good definition of trust, but I'm working on that. But the one that comes to mind is something I think it actually came from Alex Ramosi and I think I was talking a little bit more about influence. But I see it pretty much parallel as trust, which is how willingly are people to go on with your demands. So like if they trust you and you tell them, hey, you should do X, Y and Z, they will do X, Y and Z. So that's what we're doing with content. Like can we shift people believes right into trust and say I'm going to do what you're telling me to do. That is the whole role of content. So if we think about our pipeline, right, or pipeline, a funnel, whatever you want to call it, top of funnel to bottom of funnel, at the end of the day it goes from cold too hot, right. And literally that trip right there is a trip of trust. Like you can have somebody that have seen your content for 20 days and still be called. Right.
- [11:59]
A
Yeah.
- [11:59]
B
It's not, it's not a matter of impressions, it's not a matter of how much content they have consumed of yours. It's a matter of whether they trust you or not. Right. And like, so then the question becomes like, how fast can we build trust? That's when I look at some of the content that usually pops up when I'm doing this research and I'm like, cool, this one has a lot of views but doesn't build trust at all. Doesn't really makes me want to go and check out on the creators. It's not solving any problem and I might not be the right audience, but I try to look at it with a critical eye and then I see some other pieces of content. I'm like, wow, this is amazing. And not from the production standpoint, but from the messaging. It makes me question things or it makes me be like, wow, that actually reinforces my belief that this thing might work. Let me see what else these people have. So then the questions become how fast can we build trust? And it comes from two things, certainty and clarity. Right. Certainty of the problems. Are we certain of what problems are we solving? Is a viewing certain of what problems are we solving for them? Are we certain of the outcome? Right. Are they certain of the outcome that we're going to give them? And then do they have clarity on, on the solutions? Right. Same. Do we have clarity on the solutions and do they have clarity of results as well? And when we put those together, like that literally translates into people's problems and pains and desires and results. Right. Like we look at that and it's like, okay, let me speak to these. And when we start speaking about very specific problems that our audience, again, another caveat. You need to know who you're talking to because if you don't know who you're talking to, you might have a big problem. But if all this is based, you know exactly who you're serving, you know exactly who you can help, you know, if you have a list of what is the more most pressing. Problems and pains, you know, and we separate this. Problems and pains are not quite the same. Problems are more of the external thing they're having. So for example, could be, you know, a problem is that my content is not generating leads. The pain is something more internal. Like I put out so much content that now I just have a lack of confidence because I think nobody likes me. You know, I might be a little bit ugly, who knows? And then on the other side we have solutions and then the dreams, which is again, a little bit of external, internal, like solutions, a little bit self explanatory. You know, here's the system that's going to give you more leads with your content.
- [14:44]
A
Yeah.
- [14:45]
B
And the dream is going to be that, well, you're going to get your confidence back. You're going to, you know, you're not going to, you're not going to care about creating content because you're going to have the certainty that people are going to, you know, calm down, you're going to, you're going to, they're going to trust you to take an action. So that being said, I could expand in other areas like awareness levels and all these things, but I don't want to confuse people. This got me thinking all about like, okay, well how fast can we produce trust? And the reason I started thinking about this is because a very specific creator popped on my feed and literally within like, I mean days or like it was very fast compared to other creators. And this is somebody that I didn't know and, and I've never seen I was like, you know, engaged with this stuff. I was like, wow, like, I trust this guy. Like, it is crazy how fast he, I'll say, didn't shift my beliefs because a lot of the things that he talked about, like, I already, you know, believed. But how well his message was targeted. When I go to see his profile, he didn't have a crazy following. When I look at his views, he was in the hundreds. He didn't have crazy amount of views. When I go to his YouTube, hundred couple views, nothing crazy. But the guy has worked with some of the biggest names. He has, you know, incredible wealth. What is it?
- [16:17]
A
Are these some of the indicators that for you it build that trust right from the get go? Like, what are some of those elements that you feel like you can identify?
- [16:28]
B
So I'm going to go into. Let me finish this thought, right. I'm giving this example which is like, it got me thinking about how fast can we build trust? And I started thinking like, well, he does a lot of pain, right. He does a lot of advertisement. And you know, most people rely on organic, which both are great. People have been. Have built businesses in organic. People have built businesses on paid, you know, mixing both. Like, again, it depends tools, tools and.
- [16:59]
A
Tactics that are accessible for everybody.
- [17:01]
B
Yeah. But what got me thinking is like, it is about propaganda, it's about controlling distribution. It's about frequency. Like, how often can we be in front of somebody's eyes with the right message? That is the key, with the right message. Because a lot of people might have a lot of frequency. You know, they might show up on your feed every single day. Yeah. But again, the message is not the right one and they're not, you know, making you trust and then you're not taking action. So. And you can see that. You can see creators that, you know, organically, they have a lot of followers, they get a lot of views, but when you see their content, you can tell that that content does not create trust. Right. It might be extremely, extremely broad overall, you know, very watered down, maybe following a lot of trends, a lot of hags like is sure it might be solving an itch, but it's not really insightful. Right. It's not really helping people, like shift their belief. Right. Whether that is on the vehicle, which means, do I believe this process, this thing can help me or whether that is internally. Right. Can I make this thing work? So it is very, very interesting. Right. So it came down to frequency. And what I noticed is that this guy knew that he's like, cool. I know exactly what message to show, to attract right. Get attention from the right people. And based on the indicators, I'll run ads with these other very specific messages that I know shift certain beliefs and I will smack them every single day with a bunch of like this content. Now, he was going, keep in mind.
- [19:01]
A
We'Ve been saying frequency, consistency and frequency since episode like 20 just. And we're in episode seven and something. I want to make that very clear for the. Welcome to this prophet. So, like supporting Fonzie on this analysis.
- [19:18]
B
Yeah, correct. But again, my point is, if you are. Because a lot of. I understand why people would try to be like, let's just do it organic. I mean, technically, distribution, right. You're like, cool. But the challenge is. And this is kind of like where my thought landed, right? It's like you can control organically who sees your content. Like, if people show interest in your content, more of your content will be shown to them. Right? Which is great. But at this, again, you don't really have control of who your content goes out to. So you can create a piece of content. Let's say I create a piece of content top of funnel. For those that might not know what top of funnel is, it's maybe a little bit broader, more for people that are a little bit aware of the problem, but they're not aware of the solutions yet. And you create a piece like that to cater for a broader audience, to reach more people. And you know that one does pretty good. But then you're like, cool organically. Let me create now something a little bit more bottom of the funnel. Something that is meant, you know, to shift more beliefs and, you know, close closer to the conversion for people to. To buy from you. And then you post that. And again, you don't know who it goes to. It might go to people that has never seen you or it might be to somebody that is not there yet. On the journey, on the buying journey.
- [20:49]
A
Or a common one for us is people that maybe they use their own accounts for their personal reason. And the people that are there might not even be their dream customers. Right? So like, exactly. At the end of the day. Yeah.
- [21:01]
B
Anyways, let me wrap up the thought. So on the other side, you can control that with paid media, right? Because you can put a top of funnel and then let's say people show interest by watching the video. And then you can very specifically retarget those people and say, now show this other piece, middle of the funnel, bottom of the funnel type of content to the people that have already seen my content. And consume X amount of these videos, right? So you're being very intentional on who is seeing your message and when in the type of journey. So I think that is a huge, huge advantage. Now, that doesn't mean like you're doomed if you're only trying to do organic. Like, if you're trying to do organic now at this point you might be asking yourself like, well then how do I manage to get people in the right conversation at the right time, you know, in the right stage of the process to be build trust faster? I think the answer in there is what some of the really good creators do that they only rely on organic, which is that, yes, they're creating that broader piece of content and broader in the sense not watered down. They're still solving very narrow problems, but they are getting the interest of more people, again talking potentially to awareness, people that are symptom aware or problem awareness. And then they are getting them to commit to an action. You've probably seen them, they do, they use manychat for the most part, comment this, I'll send you this resource, etc. That starts a conversation. I think that's the new equivalent of a similar join my email list, right? Which you still want an email list and you still want to fill that up because it's an asset. But if people text you on the chat and then automatically you can start a conversation, then you can move them through that trust funnel fast as well, which is cool. The original question that we posed for the podcast was how fast can we build trust? The true role of content. So organically, since you cannot control their journey, like what type of content they're seeing, I would totally recommend get them to commit to an action with a valuable piece of content and then either reach out and have that conversation and now you're controlling that journey, you're controlling the message on how to shift those beliefs. Or you can use a mix of both. You can use the organic and you can use paid and then you can control through retargeting what type of message and when do they see it, right? So pretty cool stuff.
- [23:44]
A
I love it. I mean, this is a rabbit hole. I mean, as you are doing this, we're only talking by the way, messaging, right? Like on top of that, it's like you have different elements as in your own points of view, like the, your. Your personal way to create the content. Like I recently saw a video of Gary Vee and they ask him, like, why do you say bad words, right? Like, what are you saying? You know, fuck and like all these things, right? And he's like, because that's authentic to me. And like that is a form of also building trust with the ideal person that he talks to, right? Like there's going to be people that's going to be a filter. Earlier today, in one of those production calls, same thing, like our customer is going to move studios, is going to move houses, right? The studio is in their house and their team was asking like, is this going to hurt the trust? And I'm like, well, as long like their audience are used to certain look, a certain feel of like that type of content, for example, right? And again, quality of the message over quality of the production 100% of the time. But at the same time it's like, well, let's be honest with them. Let's tell them that we are moving. And then for so, you know, for some time this is might be looking a little bit different. Different. Or maybe you will see a different location because there is a relationship that we're building, right. There's many layers to this. But I think on my side, like you said, let's focus on that messaging. It could be from your iPhone at the end of the day and then those solutions, like those tactics and little tweaks that you can do on top of it, it will help over time. But at the end of the day it's like, what are the things that we can do today to make sure that we can ensure that? So a couple of, you know, lessons that we can extract here. Consistency and obviously frequency. Maybe, you know, maybe that comes in form of paid media. Maybe if you're listening to this for the first time, you're like, oh, wow. I've never really consider it because a lot of the people talk about organic at the end of the day, right? Maybe it's the belief that we don't need big audiences. Like, I think I'm more convinced with, with the people that we've been working, that we've been very fortunate to be supporting them on the production side. More and more we get feedback that they're not looking for like a big audience, they're just looking for the right audience, right? And that comes from messaging and different ways and we can attract. And at the end of the day, that's why events and in person, events are such a massive lever because you meet people that are in that moment of their life. If you are a speaker, if you're on stages, like that's such a big lever, right? For different things. And there's a bunch of tactics where we're actually going to be on PodFest. If you're listening to this, we're going to be at PodFest from the 15th to the 18th in January in Orlando. So conceos come chat. But that's a great example, for example, for us to leverage on the podcasting side, on the content side, because that is our ideal customer. Anyways. So much, dude. Great analysis. So this is some of the stuff that you do, right? On the one on one challenges with on business co monetize.
- [26:39]
B
Yeah, it is really very custom. I'll be honest. This is when we started it, I was like, I'm going to make like a chunk challenge that is kind of like, you know, day one, day two, day three, this is how it looks. But it ended up, you know, people that come in there might be at some. Some different stages, and the challenge, honestly, at the end looks a little bit different for. For everybody. But regardless, this is just. Again, this is a principle, right? Like you. And the way I see it. Yeah, the way I see it is, like, we talked about this a couple episodes ago. I said, you cannot templatize your way to success, right? And it's like. Like, there's so many things that it's like, comment this word, and I'll send you the 5000 list of proven hooks that work. I'm like, dude, why don't I. Rather than learning 5000 or having all that, which we all know, you get that list and then you never use it. It's like, instead of that, why don't you learn how to actually make good hooks, you know, based on some principles, right? Or, like, you know, based now on the journey where I want them to be, how I want them to be, build trust, what belief do I want to shift? Like, cool. This is the type of hook I want to create. I want to attract this type of people at this. This type of moment. So I think that is just way more valuable, right? So when we're talking about the challenge, depending on where they're at, I'm like, okay, well, what principles do they need to know will be more beneficial for them at this moment? And then we dive into that, right? So for example, the last one that we did, we literally was a challenge on hooks at the end of the day, right? It's like you need, like, she already knew what she wanted to do. She was being consistent with. It was just like, I need a little bit of help. I'm like, cool. You know what? I think if you narrow down and work on your hooks and you know, clearly defined problems, you know, offer clarity around the problems that you're solving in here. I think it's gonna do better. And literally within a couple days she sent me a screenshot. I was like a thousand percent better improvement. And I'm not, I'm not exaggerating. Like it was like, like a thousand percent improvement on, you know, on her views. And I give it like she had really many views at first, but it is improvement and that's what we're looking for.
- [28:51]
A
That's a great indicator.
- [28:52]
B
Can we improve twice and then just keep going on and just getting better and better? So yes, when you, if you jump on the challenge, we'll pretty much look at where you're at with your business, what you're trying to do. Ideally, it works best for those that already have an offer. If you are anywhere between 5,000amonth, 10,000amonth, that would be even better. This is where the challenge works the best. But we've had people, you know, that have been starting out, they do have an offer having started out and they're just looking to get a little bit strategy. They can get behind with it.
- [29:26]
A
And by the way, like, if you are not at that point of like that revenue, come hang out in business creator club. Every Thursday we have open Q and A where you know, we jump in. Some of the people have come in through the business creator club. Their next step is really the challenge, right? At the end of the day it's like, okay, what is some clarity issues? The expectation might be a little bit different, right? It might be like, okay, well let's get started with consistent content like that and what is the format? What is a way that we can do it? You don't need to be in all the platforms right away. It's more of a capacity thing. But it's like identifying those elements that we can move forward. But at the end of the day, we're here to support you in any part of the journey, whether that is, you know, totally beginning and you want to just find some inspiration, connect with other business creators or if you a little bit more targeted with like the one on one challenge with Fonzie on Businesso Monetize or if you want full on production, fractional teams and creative teams, you can comment, you can ask us about content momentum. That's you know, the kind of like the bigger shows and the bigger platforms that we work with. So I'm excited, man, I'm excited for 2026. I'm super excited for Podfest. If you guys are going to be there. If you're listening to this before January 15th, hang out. Send us a DM @bizbrosco on Instagram. Find me on LinkedIn. And yeah, we're gonna be there with Podmatch Elite. We're gonna be hanging out. I found out last week that I'll be on a panel talking about live creation. So let's go. And then maybe you'll be lucky enough to see Fonzie in the wild.
- [30:58]
B
Maybe.
- [30:59]
A
Maybe he has a new. A cool new couple outfits that. I was like, man, that. That. That rocks. That's good. Are you gonna bring the new outfits?
- [31:11]
B
Left in my home. Left in my home.
- [31:13]
A
Oh, man. What are you doing?
- [31:15]
B
But anyways, well, I'll probably go with my Arsenal jersey. Typical.
- [31:21]
A
I hear Selena in the background, so I know that you have to head out, dude. Fonsi, thank you so much for prepping this. This is a great question. I'm sure you have, like, two or three more, so for the next episodes, we can discuss those for sure. And again, thank you for you listening. If you made it to this point in the podcast and go crush it, come hang out with us in the challenge or business career club.
- [31:42]
B
Let's go.
- [31:43]
A
Anything else, Fons?
- [31:45]
B
No, just thank you for listening, and hopefully this is helpful. So we'll see you on the other side. If you have any questions, if you have any questions about content and concerns, whatever, let us know. We'll answer them for you here.
- [31:57]
A
Yeah. All right, see you on the next episode. Take care, guys.