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Content Is Profit
The Hidden Power of Underdog Markets (and How to Lead Them) - Business Creator Club Special
00:30:54
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- [00:00]
Fonsi
Hey guys, welcome back to Content is Profit. And this is a very special one. You're going to hear somebody in this call. It was the first time in the business creator club and you've heard it before in Content is Profit. She's been a guest, incredible person that teaches people how to monetize with tiny audiences. But not only that, she's currently working in a very big project that came out of her own framework, which is exciting. And she joined us from the street with these burning question that she had about this like, new market that she's exploring in the car dealership world. So we go into detail and case studies and she's explaining what she's doing there to gain success, but also how she identified a key need in that market and she's like now collecting information to create an offer around it. So we brainstorm a bunch of ideas, we go over a couple of frameworks and is basically just trying to extract value from a few people that can make a very big difference in this industry. So I think it's super exciting to kind of bring this case study here. Fonsi also goes over the PP board, something that we haven't brought up in a very, very long time. And it's super useful. So I think it's very, very relevant about, like, how do we identify the problems and then how do we frame that into pleasures for our audience? And we also go about the tiny challenge framework, which is not a framework of ours, is something that we're about to probably start testing with our community. And we break it down, we say like, who it's coming from. And I think that could be like, really good. We actually go over an example with, you know, how she can apply today and her reaction was priceless. So I think with this case study, you're going to get a ton of it and root for Ina because she's killing it out there. And hopefully you guys can get a very bunch of ideas, a very bunch of. Do I actually say that? So you guys can get a ton of ideas to kind of implement in your own business. Enjoy.
- [02:01]
Ina
A few months ago, you guys know, I started serving car dealerships and I've met some really good people. I'm actually, I actually have a booth at a major conference in Las Vegas next week. I know, it's sweet, it's amazing. I branded myself as the auto social gal. So I have my, you know, my dinky little website that I made in like a day just to like have something out there. But I'm basically doing social media, basically Social media consulting, social media management, and just social media coaching for car dealerships and car salespeople. And I am trying to really define what the message of it is. So now that we're talking about, like, exactly what to say and exactly, like, you know what this is, it's kind of dawned on me that there are, I mean, out of all car salespeople, only 21 of that 21% of them are women. And if you are scrolling through social media, you're going to find a lot of car sales dudes, right? And the girls are there, the women are there, and some of them are really like, kicking button, taking names, posting. But most of them, they hide. They hide behind their dealership accounts, right? Like, they basically become the default social media person at their store. And I remember being in that kind of like corporate male environment where I was the default woman planning lunches and like, and I'm talking about lunch. I'm talking about lunch. Like, what is everybody going to have on Monday, right? Like, I'd be like the default, like, admin, because I call the girl, we'll do it, right? So I sometimes feel like that's kind of what the girl in the store ends up being, and it's not to build their own brand. And by the way, I've never actually said these things out loud. Like, as I'm talking to you, I'm like, realizing this. I'm like, maybe that's why they're not. Because they're just doing it because the dealership said, okay, go and post something. So you end up posting pictures of Cartech. They're not really building their brand. So I, I'm kind of like in that pivotal moment right now where I literally just. I started my TikTok account way back. I have like 300 followers in there, but I have nothing consistent with content because I've been tied up with this other project that I'm like, it's finally off my plate. So I'm like, okay, it's time for me to build my brand, for me to create content. So I kind of created a side account to experiment on Monday. It's called like, they're both Auto social Galaxy, but the experimental one ends in an underscore. They're. They're both on TikTok. And right now I'm posting the same content to both of them. But I'm really going hard on, like, hey, social. Like, hard sales women, where are you? Right? Like, we want to see you. We want you to show up. And so I'm kind of Starting to, like, solidify that, like, what I want that message to be. And I kind of wrote down, like, really big in my notebook. Like, they need a leader, right? Like, they need somebody that they can all go to. Like, have you seen enough stuff? Because she's actually showing us how to show up online and keep our leads, right? Not just to be the default admin at the dealership and post pictures of cars. So, like, that's where I am. And I have to tell you, I have not even defined what my offers are. I have a membership that actually already sold to a dealership group because we went out, we did a training, we got, like, 14 people. So I'm like, okay, let me give them support. And they decided to sign up for a monthly fee. I'm just gonna put them in, like, a circle membership. Is circle what you guys use?
- [06:06]
Fonsi
Yes.
- [06:07]
Ina
Okay. So I want to kind of put them in a circle membership where I just go and give them hook ideas, content ideas, like, challenges. Just, like, keep them posting. Right. But, like, that's basically, like, my only offer right now. So I'd love to just have, like, just to bounce that off of you and just to see, like, what does your brain tell you where this could go? What is it? What are some questions that you have for me? Because literally, I feel like I'm in the ground floor of this. I don't see a lot of people, especially a lot of women, talking to other women unless they're already car sales of women. And I'm not a car salesman, right? Like, I am here like, hey, I'm a marketing strategist who knows about marketing, and I serve the automotive industry. You are the car sales expert, but I'm a marketing expert. I can tell you how to do that. I can show you how to do that. So that's kind of like my. My position. Not a lot of people doing that. So I'd love to just open, like, throw that spaghetti at you and see what you're hearing me say.
- [07:06]
Fonsi
Yeah, that. By the way, Ina, thank you so much for, you know, being super open and sharing that here in the group, because this is gonna help also a ton of people. Awesome. Awesome. Possum. That's the first thing the boss. So great. I think it's a great opportunity to be completely honest. Like, same thing. Like, I. As you were telling me the story, the lot, the car that I have now, it was sold by a girl, and I think it was like, her second car ever. And when I got to the dealership, she was. She was almost like, thrown at me because I was like, hey, I'm just looking around, to be completely honest. Like, I don't know if I'm gonna go buy this. And they. I remember the two guys in front of it, turn around, call her, like, hey, here's a guy for you. And in my mind, I was like, screw these guys. I'm gonna buy a car from you.
- [08:04]
Ina
But, like, I love you so much for that, by the way. You are amazing.
- [08:10]
Fonsi
And she was awesome, by the way. Like, I came for a specific vehicle that they had in that lot. Like, I knew it was gonna happen, like, but that experience was a little off. It felt very off to me. And she was a sweetheart. She was awesome. And she was, like, authentic. She was like, oh, my gosh. Like, this is the second car. And it was. I was in a Toyota dealership, and the car was a Jeep. And she's like, I know we're in a Toyota, but this is a Jeep. And I don't know anything about Jeeps. But, you know, here's the thing. And I was already sold the day that, like, as I walked in already. So I was like, it's all good. But I think, yes, there is absolute need for this. And I'm sure, like, every woman that's in that industry is a freaking badass. And I personally have not seen anybody kind of take ownership of that market, and you are on the ground for it, so you probably know more about the needs and maybe also the wants, right? Because, you know, what are the needs and the wants of these women in the industry? Right?
- [09:08]
Ina
Yeah, I got the. I got my finger on the pulse. Like, I've spent the last six months, like, hanging out with these people, and I'm like, yeah, I. I know them. I. I know what they need.
- [09:19]
Unknown
Yeah, I. I wrote down here just for a. Kind of, like, translating what you said into a single phrase. I sounds like you have a pretty good niche, right? Very unique. But I put here, I help women, car salesmen increase their lead flow with social media. Right. Obviously, that is very new marketing, your I help statement type of deal. But I think that just kind of, like, helps me place who you're helping. Also by you being six months, you know, deep in the industry, you can probably make a list of people, call it the problem undesired. We call it the PP board. Right. Because it's problems and pleasure. It is just more and more fun to explain it that way.
- [10:07]
Ina
I like that a lot. Problem and pleasure.
- [10:11]
Unknown
Yep. So it's like, just write down a list of, like, all these problems that you see, right? Like you're the default admin girl at the office, right? Like they don't, when they're walking, they don't send them your way because you know, maybe there is XYZ reason you want people what the pleasure will be people walking in asking for you, right? Like that's what you want, I'm guessing with, with what you're doing and obviously you know way more about this. But just make that list. If you have stories I would create just like a quick little list of what are the stories that you know that happen in the, in the industry. So you can obviously connect them to the problems and the pleasures to talk about them. But in terms of you say you don't have an offer and this is 100% recency bias by what I'm talking about right now. But the more I like read about it and like look into it, I'm like, this just makes so much sense, right? And out there's this guy, I think his name is Richmond Din and he talks about, he calls him Tiny Challenges. And honestly I'm like, this is the best way to just create an offer. Pretty much is offer one on one challenges for people that you know you can help, right? So if you already got women in your network that are car salesmen and you have, you know, a framework that you know it will help them just reach out and be like, you know, using the same frameworks that we talk about, it's like, hey, I know you're a car salesman. I don't know if you will be open to but I'm actually running a free one on one challenge is five days. You know, we can do it over the phone and I'm just gonna teach you exactly how to increase your leaf flow. So include pleasure in there. When people walk into. You're not dependent on walk ins but you're actually having people, you know, walking in asking for you specifically to sell them their car. And then in that conversation in those five days you actually get to know first you're building rapport is a very small, limited amount of time. Each day has like a little homework, right of like what is the action that they need to is action led, right. Rather than information. But it is action led challenge. And like you have them take small steps to achieve one specific result. Maybe for them it's just consistency online or consistency on the content that they're creating. And at the end of those five days you can present them with an offer right at the very first day you tell them like, hey, look, just full transparency. At the end of these five days, I'm probably going to present for you an opportunity. But this is 100% free, like what we're doing. You can charge for it too, if you want like that. Obviously you make it however you want, but you're really helping them get this result at the end of those five days. And then at the end of the five days you can either, hey, look, I have this membership that I would love to offer or you can, depending on the thing is you're going to be receiving so much feedback from them on what their problems are that you can craft an offer in there and be like, okay. And if they say no, you immediately have like, okay, well, perfect. What made you say no? What would have made you say yes? They're giving you feedback. And then for the next person, you can already kind of like, you know, create, recreate that offer and fix it. So if it's, you know, a coaching, you know, it can be a six week coaching program that you're doing with the backend. You add them to your community. You know, that's pretty, pretty cool. And you can do multiple of these a week actually. You know, it's not like they're going to be crazy, time consuming. I've been thinking for me personally, because that's what I enjoy. I enjoy this and I talk about this with my brother all the time. I'm like, this is what I enjoy. Like the one on one, they're having the conversation like, see how I can help people this way. I'm like, I think I'm gonna run a bunch of these, like one on one challenges. Yeah, it would just be a lot of fun. Right. Obviously you can customize in your own way and whatnot, however you want to do them, but actually not that time consuming. Everybody shows up because it's a one on one. You know, it's like if they tell you yes, like you can do them on their time, on your time. You can, you know, find. It's not like which day of the week I have to do it. So I get, you know, the most attendance. It's like, you know, this morning or afternoon works better for you. Cool. Morning, right? I'll give you a call at 10:30.
- [14:50]
Ina
You know, I've never heard of one on one challenges.
- [14:54]
Unknown
Yes. And I think it's amazing. Like it's, it works like crazy is the guy has a, has a book and stuff like that. I'm not going to like send you the whole book.
- [15:04]
Ina
Who's the guy? Who's the guy?
- [15:05]
Unknown
What book is Richmond then? Richmond, then it's called Tiny Challenges, the book. But again, he's very included in the whole clickfunnels community and all that stuff. That's kind of like how I learned through. He popped up on an ad and I've been just reading his stuff and like, you know, like, logically criticizing also the model. And for me, it just makes a lot of sense. I'm like, this sounds actually fun to do. Of course there's still, you know, you can actually start by. If you already have a network. This is the other cool part, right? Just like the podcast. At the end of the podcast, we always ask, hey, like, now that you experience this, do you know three other people that would benefit from this? Right? At the end of your tiny challenge, you build so much rapport that even if they say no to your offer, you're like, awesome. By the way, is this challenge was helpful for you? It will probably be helpful for some of your co workers, you know, like, or other. Other women in the industry. Like, do you know of anybody, two or three people that you can connect me with? I'm like 100% sure. I mean, you experience it, right? Like when you come to our show at the end, you're like, oh, 100%. I got some. I got. You know what? I don't have two. I have five. I'm gonna recommend you that I'm gonna recommend to your podcast. So it's the same with this, right? At the end of the challenge, you got so much support that they're gonna, hey, I'll introduce you to more people that you can do this challenge with, right? Eventually you can charge if you want or whatnot. You can always do it for free. Again, that model, you decide. But I think it's a great model to first discover your offer if you don't have one. And second, just build rapport and like true fans, you know, because you're gonna build. It's just gonna be building so much rapport with these people. And, and if, if you're giving them the result at the end of the week, right, like, this doesn't have to be a major resource. It's not gonna be the, hey, I'm gonna give you 10 grand of closing in the next week. No, it's like, you know, maybe I'll get you one lead. You know, we'll do something that's gonna get you one lead or something that is gonna be whatever result, you know, that's why you got your pee pee board, right? There, as you can tell. Hey, yeah. So I think that could be an interesting model for you to start this with, you know, and also I think it aligns perfect with your small audience that you've always been doing.
- [17:36]
Ina
I'm thinking. Okay, I just. Basically I've been writing notes on this. That is crazy. I had not thought about that. I'm gonna, I'm gonna check out that book.
- [17:46]
Unknown
Yeah, check it out. I'm putting like a little document together from everything that I read and stuff and like just kind of like have a. Kind of like a one pager resource about doing that type of stuff. Once I put it together, I can either put it on the.
- [18:03]
Fonsi
Yeah, we need a space that's called Fonse's Corner where he can put all those amazing things.
- [18:09]
Ina
Right, right. Okay.
- [18:11]
Unknown
No, that is helpful from this to online.
- [18:16]
Fonsi
Yeah, you can just take a picture and ask ChatGPTV that. Hey, write it out.
- [18:20]
Ina
Right.
- [18:22]
Fonsi
He's the expert on that. On that end. I think part of like the, and why we haven't heard too much about this kind of stuff is because I think in the online community there's a fear of like doing the unscalable. Right. Everybody's like, how do I optimize this? How do I make it automatic? How do I blah, blah, blah. And like the more we lean into that automation world that's coming, especially with AI that moves so fast, we're losing that human touch that is so important as well to do this kind of stuff. So, yeah, maybe scaling this could be a problem for the future. But I think like, you are so strong at building relationships and you are so strong like your unique view with social media, especially to disrupt an industry like the car industry, like there's, you know, you know, there's obviously YouTube channels and things and reviews and people and like the potential of creation inside of a dealership, for example, for these women is so big. Right. Like, remember the example we sent you over social media a few days ago about like this is almost like a mini, like a mini mini show. Yeah. Everybody thought they were women sales, like salespeople from the dealership. And it's like.
- [19:36]
Ina
I thought so too.
- [19:37]
Fonsi
Exactly. There's like a. For context, for those like watching is like three or four women and they do skits and these situational episodes inside of TikTok and they're like very short little videos. And it turns out it was, I think it was like a 12 day campaign that they did. And there were actresses, there were higher actresses that were doing the skits. And they were dressed as salespeople in the shop. So people started coming to the dealership asking specifically for these women. And the people in the dealership were like, they're paid actresses, like, they're all working. And they had to come clean with it. But how cool if that situation was Samantha, right? And people come like, I want to see Samantha, right? And Samantha is like closing deals left and right because of, you know, something that she created based on, you know, what, what you. The tiny challenge, maybe that you presented to them. So what do you think? Like, when you have, I mean, you're right there on the market, what are some of the, what are some of the needs that they, that they ask you for? Like, when you have conversations one on one with them, like, what are the pain points? Right? Like, I don't feel seen, maybe, or like, I don't feel like, you know, I'm like the one woman in the team of like 20 guy, sales guy, you know, like, what is, what is the thing?
- [20:52]
Ina
They each have their own insecurity as to why they wouldn't do it. One that I've heard is like, I don't like how I look on camera. One person said, I don't like how I sound on camera. One person said, well, actually we had, when we were, we went training, one guy created a video, his very first TikTok video, right there at the dealership, right there during the training, that video got almost 5 million views. And then he didn't post again. And we're like, what happened? And he said, my manager started making fun of me for, like, doing like, social media stuff instead of just like being a straight car guy. So, like, there's all of these, like, outside pressures too, because it really takes a certain kind of. And you've created content, right? Like, it takes a certain kind of like, trying to detach yourself from the fact that people are looking at you in order to create something silly, especially if you're in public. So not everybody has that chip. So it's almost like I need to help them kind of have like different stages to their confidence, right? I'm not going to let them, like go and create a skit in the middle of the dealership when there's customers walking in. And like, that's like the God level of content creation, right?
- [22:07]
Fonsi
Yeah.
- [22:07]
Ina
So it's almost like we need to start with like, okay, you don't like the way you sound. You can create just. Just do voiceovers. You don't need to use your voice, right? You don't like the way you look. Okay. Start small. Start by just doing like B roll with text. Right. Start by just recording yourself, like from the back or just your hands. It's almost like they need like, like those steps once they start, like identifying like, where to find these trends. Because they all think also there's a couple more things they think they need to create completely original content in order to stand out, in order for it to be good, in order to whatever. But there's like another piece to it is that they feel, and this is a huge misconception of people who are not on TikTok all the time is that they think they need like a royalty license to use somebody else's voice. Right. When actually TikTok is built on everybody using the same audio. Like you want to piggyback off of people's audios and what they think is like, no, no, no, I can't pretend that that audio was mine. So there's all of these little things that they just need clarification on and like a little push on that they just don't know. So that. What do they end up doing? Just let me record a video of a car and that's what I'm going to post. So it's like, it's like that. It's like, it's a lot. There's some education and if they're willing participants and there's just like stages of confidence that they need to build.
- [23:32]
Fonsi
Yeah, but by the way, there's going to be on the site and then there's a transcript. So you can go back to this and be like, that's my offer. Like, like solving those, those problems is probably like a great place to get started. And at the same time, you mentioned earlier, like that personal brand aspect to it, like today specifically.
- [23:51]
Ina
Right.
- [23:52]
Fonsi
I imagine this is for everything. Like, let's say you're in a company and you are the one that face the person that's creating the traffic and the, and the connections and you're online, let's say for whatever reason, company disappears. It's almost like an insurance policy for you to then go in the same industry if you want to do that. Right. So I'm imagining with like car dealerships, well, where we live, there's a street where there's like 20 car dealerships back to back to back to back to back. Right. So if you become that personal brand or that asset, you build that safety net where it's like, no matter what happens in the industry, I'm going to be able to move forward because I'm just going to make an easy transition to a different dealership or to sell a different kind of car or to go and do luxury cars instead of the regular cars. There's many directions that building that personal brand can be as an asset. And it's proven also that if the market is guys buying, they're probably going to be more leaning into consuming female content if they're into females. Right. That knowledgeable, funny, whatever those elements do you do you see there are. I think it's a huge advantage for them to be doing that and the other guys are going to be asking them questions like how they're doing.
- [25:10]
Ina
Right. Oh, I just wrote down what you said. It's like, it's so true. So that, that, you know, street in your town that has a bunch of auto dealerships that's replicated everywhere. It's called the automile. Right. And if you have. Because not a lot of people are doing this kind of social media, like I just surveyed like just in my 5 mile radius what the dealerships were doing. And like there's only like one guy who's doing it and he's the owner and he's so. It's so cringy because he's like, it's all about him. Right. Like I'm the owner. It's like he wants his own TV show kind of thing and he got, and he got a professional videographer to record it for him. So all of his online social media videos are horizontal videos.
- [25:59]
Fonsi
Oh boy.
- [26:00]
Ina
I know. I think this. And I'm like, that is what's winning right now. Like that is terrible. So you just said something gap. Yeah, yeah. This is something key. If somebody really does this well in the automobile, they're going to be like few and far between of you and you're going to be the king or queen of that entire automaton. It's not just the king or queen of your store, it's like of the entire town.
- [26:24]
Fonsi
Yes, 100%.
- [26:28]
Unknown
Yeah. I would definitely encourage you to look back at the recording of this because you already talked a lot, said a lot of problems that a lot of, you know, desires.
- [26:37]
Ina
Oh my God. Yes.
- [26:39]
Unknown
And even I, I think you have the base to what could be your that tiny challenge. Right. Which can be, hey, I help you create like in this amount of time we're going to have your exactly what to do or exactly what to create strategy so you can start getting leads. Right. And you help them with the ideation some of these false beliefs that they need to work through whatever it is. Right. I think that's a good start. Right. Eventually maybe the end result is confidence and their first video out and then you can work with them, whatever that offer that you end up crafting is. But it's pretty good. I'm actually looking at your social media, both of the accounts that you mentioned in here and you actually have some couple of videos that are pretty outlier. Outliers. Right. And, and I've noticed that some of those actually you mentioned the, the audience like you're very forward with the, you know, who you're talking to. So yeah, seems like those actually are catching attention. I would obviously I need to dive deeper to see exactly what you're doing and this is follow up. But that's, that's, that's awesome. I think you got something, something to work with in here that can definitely get some good results.
- [28:10]
Fonsi
I mean I think your conference is going to be a great space where you can have a lot of conversations in a, in a very small time frame. So you know, you have a little bit of a beginning of an offer, an idea of like what are the problems and pleasures and then from them. I think that will be like really exciting to have, you know, at least a group of, you know, five women that are doing these challenges. I mean it's like, okay, what is, what is a win for them at the end of the day? Right? Yeah. And I think, I think you can do it. I think if you meet the people are going to go to that conference are people that, you know, want to get better, that are in the industry that are already almost there and they need, they don't know yet but they, they need you, they need Ina to get to the next level.
- [28:53]
Ina
But now this conversation has been amazing. Thank you guys. I really needed some brains to bounce this off. I'm like, am I making this up? Like is this just in my head? So I really appreciate you guys. This is great. And I am going to take a look at that transcript and run it through chat GPT like it's nobody's business.
- [29:11]
Fonsi
Awesome. We're in the top of the hour so I mean for those tuning in, obviously Every Thursday at 11 we just have office hours. We either can co work at the same time, we ask, answer questions, we collaborate. So Ina, thank you so much. Welcome again.
- [29:25]
Unknown
Yay.