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Content Is Profit
This Simple Shift Got Us a 6-Figure Deal & The Truth About “Perfect” Content (That No One Tells You)
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Hey guys, and welcome back to Content is Profit. Today I am here in our studio Studio podcast suites bring you a topic that's top of mind. I actually like push the other episodes out because this Thursday, if you're listening to this day of the release, in a couple of days we'll be in Orlando in Pod Fest hanging out with hundreds and hundreds of podcast producers, creators, sponsors all over. So if you're in Orlando, come check out the space. And I think we're going to be in the Sea World Resort. So come hang out, send us a message message on social media. But here's the thing. We were selected to go do a panel there about live content creation, which is where we were born. And it crazy. I've had like three new people here in the studio and one of our old shows and all the conversations went around not specifically live, but promotion ways and frictionless way to create. Because if you are a YouTuber, if you're a podcaster that also produces video podcast, we know that just the creation process does not put the content out there. There's gonna be obviously, you know, the better that you are at content and we talked about this in other episodes and the better you are writing the copy and the things that people want to learn about. And if you are good at delivering the content, yes, some platform will help you out there, but there's other things that we gotta do to market this. Not only the show, but you know, you as a, as a brand, as a personal brand that out there. So today I want to help you remove the fr. Going to share with you four or five things depending on the time on how to remove the friction. And actually one, get more content out there. Two, get better content out there and three, you know, bringing that traffic so you can, you know, deliver your show, your product and drive revenue in your business. Cool. All right, so the real enemy here, and we've talked about this and we have a reference of an F1 driver, Carlos Sands, which is smooth operator. Right. How can we be move operator? The friction here in content creation, it is the real problem. And I'm checking the notes here. I don't have my teleprompter, so if you see me looking down, that's what it is. But the friction is actually one of the main things of why people don't hit not only record, but also publishing. We might be in a place where we might be overthinking. We just want the perfect piece of content. And to be honest, what is perfect or sometimes even tech overwhelmed. Be like I Need the latest equipment, I need the latest camera, the better frame rate, whatever. And you know, I remember when we first started. I love tech by the way. Like I, if, if I could have every single device possible, I will have every single device possible. And Fonse would laugh at me because of this. I remember we were at a conference one podfest two years ago, the one that we're, we're going to head over soon. And there was a guy in the sponsor area where he was showing me the list of all the equipment that he had. He had a, you know, spotted and, and that, that he wanted to get. I'm like, oh man, this is exciting. Like how long have you been producing content? This is very cool upgrade list. And he's like, no, I haven't started. I'm like, what? How long have you thought about this? Two years. I don't have the equipment. I'm like man, so, so much potential here. Because the conversation that I was having with him was incredibly exciting. His topic was amazing. He was so excited to share about because he didn't have the equipment. And I'm doing air quotations here. He hasn't start. So again, remove the friction. Start with what you have. The myth of needing fancy intros, perfect lighting and polished editing is real. It's just a myth, guys. Like if you want to start moving forward, grab the equipment that you have and you know, put it out there. Just now had a meeting with a show that has been running here in studio for two years. They love coming here because of the high production value. They are in politics. There are very well known people here in the city that we're in and we had a conversation because they are budgeting for this new year, for this new season that are happening and there's some internal battles here and there on what should be on that budget. And we're trying to meet them there not only for our own production but also like for them. Like how can they get, you know, a little bit more out there marketing wise because they're putting all their budget in production. Like look, I'm, we're willing to support you there, but you guys need to market. So let's plan some, you know, a little bit of that budget to put on promotions on all their spaces. But one of them is they gotta be top of mind. They're talking about news, so we're talking about how do we can create daily content, maybe not for clips, but daily content from their phones, from the tools that they already have, that they already know how to, how to Use and one of my question was like, do you know how to open the camera? These are guys that are a little older maybe they're not big fans of technology, right. They don't need a fancy camera. Part of it why they come here. But we're like, look, you need to be reacting or at least that's what they're telling me, right? They feel that they need to be reacting, that they need to be doing this. Well, guess what, you don't need all this fancy equipment. Just grab your phone, grab a story, tell that story and then give your opinion and then direct people into your show. Remove the friction. What are the tools that you have today that you can get very creative with and put your message out there? Right, cool. So I think the main topic here is about number two, live streaming. Because sometimes we get, you know, so wrapped up in the post production aspect in like the equipment aspect in, oh, cool, now that I have all these footage is why now you have to edit it. It's production resources is your time, is maybe your money that you're putting out there into, into the world. And maybe we don't have a lot of the budget. We have a brand new person here in the studio coming in today. They're doing an incredible concept with audio only PO podcast initially. And the first question that I asked them is like, okay, what is your budget? And they're like, not much. Right. And then we discuss it. I think we found a happy spot here. But when we are encountering friction with that again, we have tools today to just go live on our computers, on our phones and put, and start testing our message out there. And that's where live content comes into place. You can be frequent, you don't need a big budget. You can just test your message. Right. The cool thing about, you know, going live is it removes all the resistance, right? Like we're like, we accept that there's not going to be editing, so there's no production budget or pressure there, right. It forces us to think a little better about our message and how we're going to present this and it creates momentum. The more we do it, the better we get. And here's the cool, cool part about social media feeds today is that they're just scroll based, right? Like you see the content, people keep scrolling and then it gets pushed to the bottom, right? Except if you're really good. So if you are bad, let's say not a lot of people are going to watch it. That's a good thing, right? That's a good indicator the better we become, the more that content is going to show to other people. And that's an indicator that we are getting better. So either or is a win win, which is really good. So some of the benefits is obviously real time feedback, no editing rabbit holes. I'm looking at myself here and unpolished editing. So of course, you know, the more you do it, if you are producing your own kind of stuff, the more, the better you're gonna get. But you're still gonna spend some time in my head. Sometimes I'm like, this is just gonna take me 10 minutes to edit. And then an hour later I'm there. Why could I be doing those other 15 minutes? And again, if you have a budget, and again, I recommend if you're gonna go into editing, yeah, learn the basics so you can learn how to explain to your editor or to your team how you want the your episode or done. But initially, if we are talking about thought leadership, your own thoughts and your own opinions, if that's a friction point, I highly recommend start doing some live in whatever platform you're in to start testing that message. Right? So here's, here's how we got to this, right? Like, what was the mindset shift that changed everything for us and for those that are new to the show? Welcome to Content is Profit. I think we're recording episode 618 officially, but we publish more than seven. So we've been out here for a while and for a long time before that, we spent like three years trying to publish and we could never get going. Right. And I remember we were sitting in a pitch meeting. We were working on social media content for fitness studios back then. And the owner of the studio that we were working at, they loved our content so much and what we were doing that they invited eight business owners for us to pitch. And they're like, we just want to make sure that you guys are set, that we want to give you business. They really believed in us. And after that meeting, one of the guys stood up and said, like, where are you guys? You're pitching content? Social media. But I don't see you anywhere. Like, I haven't found your page. I don't know who you are. And you know, for me, that says XYZ and it is what it is. I choked. I could not answer back. I think I would have answered differently today, but at the time, it was really painful because we didn't land any of those clients. And we were excited about it. We were ready to go work and create some revenue for a business Then so we decided that we were gonna let go. Perfectionism because at the time we're figuring out what to create, we're looking at Gary Vee and other creators out there that put like really cool content. One was Peter McKinnon. I remember he's a famous YouTuber for like highly edited and produced YouTube videos. My brother was learning from them. So anything that we recorded, our stand standards were so high production wise and our skill level was not matching that. So we made a commitment then because we felt the hit in our business and we are like, look, we're just going to go live, we're going to remove, we identify the friction point which was editing and post production and we were going to go live for 45 days. And that's our 45 life story for those that, that know it right. And that trigger something incredible, that trigger us creating every single day, being frequent, being present in the social media channels that we were a part of at the time was Facebook and LinkedIn. And it helped us connect with people. That landed our first six figure deal. It turned out to be a six figure deal down the road. And it was incredible. And it's because we put our message out there frequently. So imperfect action leads to momentum and clarity. Clarity. Oh, excuse me. Clarity was so important. Clarity is important. It's as you start developing your story or as you start sharing these stories, you're going to be like, wow, I should be talking a little bit more about this. Well, I should be talking a little bit about this. I resonate with this topic a little bit more. Oh, I see more questions popping up here. I'm going to answer those questions. And we have an older brother, Mario, he lives in Colombia, in Bogota. And this was one of the things that we encouraged him to do because he was so confused. He wanted to help people, he wanted to support the people that followed him. And he had this fire. And he ended up, you know, opening a co working space down there and they're doing incredible things. But initially he wanted to work with us. And we're like, you need to go through this so you understand what publishing like this feels like. And we can relate to the people that are coming to us for help. And after he started publishing for five days, he quickly identified his message. He didn't have a message. He started talking about the things that he felt like he needed to share without like knowing exactly what that was. And then he found out that he cares a lot about family, about leadership, about his religion, about his faith. And he keep repeating these things for 45 days. And those became the pillars of his content, the pillars of his program that he ended up selling afterwards. And we've seen that story repeat itself with a lot of people. So if you're not quite ready to, if you feel that you're not ready to put the content out there or you don't know what the messaging is, share a story of something that happened today and apply your personal lessons to it or your thoughts, and you're going to start noticing this pattern of messaging and you're like, wow, that is message version one. I'm talking to ideal client and I'm helping them solve this problem. So for me personally has becoming podcasting, obviously, because we own the studio, has become content, social content, messaging production, because those are the things that we continue the six levers, right, that, that we mentioned all the time. So for us, that was a mindset shift. It was like, okay, how can we gain momentum? How can we gain clarity? And for us, the tool was going live. Are you catching the. The. The rift now that we're trying to encouraging. Encourage you to do? Well, my English is not good looking today. Okay, so here are some tactical ways to stay consistent without burning out, which is, you know, I think part of the creator journey. If you haven't experienced burnout at one point, I don't think you should consider yourself a creator yet. But we're trying to break that belief. We're trying to be like, you don't have to go to burnout. Every single person that we interviewed on the show, at some point, they've experienced this, and that's a breaking point when they try to hire somebody and then it takes a while for them to find out the right person to go and support them in their content. Right. Or to find the format that they really like and enjoy. Right. So we don't want you to get to that point. We want you to like to make a decision today and start creating and getting momentum and traction your business without getting to burnout. Right. So set a daily and weekly theme to spark ideas fast. You know, one thing that works for me is something that happened today. What are some questions in our industry? And how I find those questions is one in specific Facebook groups and communities that we're part of. So, you know, podcasting, buzzsprout, which is one of our partners, they have an incredible Facebook group about podcasting. So there' questions popping up every single day. And for me, the podcast is a little bit different, but for me, the daily content, if you go to my Instagram, you'll see some of these videos. I'm still working on the friction point there because, like, I'm an equipment junkie. I got a new camera. It looks amazing, but for me it's an extra step, right? So it's like, okay, do I go back to my phone and do this on my phone anyways? But how we find these ideas is there and then answer the questions and put it out there. So story like, was something that happened today was something that I learned today. What is the lesson? Or questioning your industry or question of your dream customers? Like, frequently asked questions. Talk to your sales teams, talk to your marketing teams. What are the things that they're asking? And then go on camera and be like, hey, have you experienced this problem? I have the solution for you. And you explain the solution. One of our questions, for example, one of the clips that really popped off the other day was people are asking us, do I need to change my T shirt when I do? You know, multiple podcasts in a row here in the studio. Well, the answer is in the clip. If you want to find out, go check it out. So set a daily weekly theme. So if it's a weekly episode, if it's a daily piece of content, whatever the format is written video, make sure that you stick to that so it's easy for you to think. One tip that I've been experimenting with is on Fridays is my content ideation day. So from the questions that I received all through the week, from my sales conversations, we record everything. So I go back to our AI assistant and be like, what are some of the questions popped in these sales conversations, in these meetings, in these calls? And it will give me a list. And those are incredible starters for us to create content really, really cool. So what are repeatable problems that you can use not only mentally, but also maybe you build agent, AI agent that can help you with this, where you can fit all the transcriptions like I just said and be like, okay, based on these five calls that I had with potential customers with markers based on this video that I downloaded, what are some of the questions and how can I apply it to my industry? And not to use it as your perfect script, but to grab ideas, you can frame your own hook and your own opinion into this. We're not regurgitating what AI gives us. We're not fans of that. As you're familiar with it can help us with ideation and structure a little bit. But we need to deliver. We need to be ourselves, right? So another tip here is referring content as conversation, not Just production. I'm having a conversation with you, the person that is listening to me today, hopefully you are. This is useful for you, but I'm trying to answer your question. I'm trying to provide you with solutions, and that's the approach that we need to take. We are helping you solve these problems. Right? And then at the end of the day, as we wrap up this episode, is what is your smooth operator? Energy, right? Like, creating content should be a good thing. She'll feel like, really good. She'll give you energy. I cannot tell you how many times we've had people here in the studio or even with our remote teams that work all over the world that the creation process adds so much friction to their day. And they start because maybe they have a monetary goal or maybe this is the way that they collect the leads. But for every single creator or person that we've tried to help, if the element of this content feels good, creation or being involved in the process is not there. They don't last long. And it's not like no agency can fix this. It's like it's them. At the end of the day, if you want to be in front of the camera, if you want to be a thought leader, if you want to be, you know, sharing these ideas and connecting them to your business, any type of content that you create, you must feel good by doing it. This is why I love podcasting so much, right? This is because my outlet is, how can I, you know, is how I can express myself and talk to. To you on the other side of. Of the screen or your phone. It's. It's a vehicle for me to. To experiment with different things and just share my ideas without any filters, right? And he helped me so much because there's not a filter of highly editing that I need to do. Like YouTube. I share this with a customer the other day. I'm like, I love the idea of documenting my adventures with my kids and the things that I do, even with Biz Bros. As a vlog. And that's a different type of content and I haven't found one an editor that I really like just because I haven't put my energy and time into it. It's not like a super crazy priority. It's more of a passion project. I also keep telling myself I want to learn how to edit on that side of things. I think I know the basics, but I'm like, maybe I'm setting the bar too high. So I mean that experimentation right now and like finding my friction points on how to do it. So one of the things that I decided was I'm going to record, I'm going to edit leaner. I'm not going to go back to a hook. I think what I want to do is I just want to share what I've been doing. It has no benefit business whatsoever. Right now I want to make movies with my kids that we can enjoy. So for me that's moving forward. So it makes me feel good. That's what I'm looking for, right? How do you find your rhythm? And maybe that's not in the entire process. Maybe that's in your ideation process. Maybe that is on your creation. Like when you sit down and record the thing. Maybe you'd really enjoy post production. That's perfect. You find somebody to help you with the scripting and then you post produce, right? The difference between effort and flow when friction is removed is so massive. It's like when, when you finally tackle that and you accept that, you identify your friction points. Where for me for example, was editing and you're like, you know what, I'm not going to edit, man. The effort, it was such a big difference, right? It used to drain me energy wise. And then when I removed that part I was like, you know what? I'm going to create live and this is what's going to happen. The effort like multiplied because I was excited to create. I was so energized by the creation process because now I could talk about the, about the thing that I wanted to do and I gave myself permission to put it out there. Was it good? I don't know. Was it bad? I don't know. For me it was great because it was being, it was putting it, I was putting my message out there and those pieces of content allow me to connect with people. A few years back that kick started our agency work and the product that we sell now and it provided the opportunities that we have today. So I encourage you remove the friction. One of the main things is I encourage you to go live. Maybe we do a live challenge again. 45 live, five day live. I don't care. Maybe we do something like that and start reacting to the environment around you, to this, the stories around you, to the questions in your market, in your groups, in your communities and put the content out there if you are finding that the rest of it creates friction for you. So with that said guys, thank you so much for tuning into content profit. Come find us in Pod match. Sorry in PodFest. If you are down in Orlando this weekend, come hang out. Fonzie has a five day challenge in our website Beastbros Co monetize where you can gain clarity and you have a free strategy to move forward, which is super exciting. Or if you want to come hang out in the community business creator club. With that said, guys, thank you so much and I'll see you in the next episode.