Loading summary
Transcript1 lines
- [00:00]
A
Hey guys, and welcome back to Continuous profit. Today I feel very passionate about the topic that I'm bringing onto the show. So most people quit their show right before it starts working or not just their show, but their content in general. I've seen it many, many times. Not because the content is bad, not because the market didn't want it, because it couldn't see the compounding happening under the surface. And nobody told them how any of these works. So today I really want to talk about something that we don't say enough here in contents. Profit and you know, in general and is the actual cost of something that we call endurance. So what is it like to stay long enough for the doors to open for opportunities to come your way and why? This one element alone is in the strategy but guarantees you never find out what was coming. So I think this is one of the things that we personally run into by chance and I think we owe these elements or these things that we're going to discuss in this episode. Not only the success of content is profit, but also the success, whatever that looks like for us from our business, you know, being able to finally go, you know, from part time work to full time agency, then to scale that agency, then to purchase our second business which is our studio, you know, opening the community, connecting with incredible entrepreneurs. Anyways, it's shaped everything and is because of this one thing. And I try to explain studio and to our customers and I've seen so many people just stop with so much potential. So how do we endure long enough to actually get noticed not by the audience watching, but by opportunities. Right. So how everything started for us is if you go back to our episodes, you probably, you know, seen us talk about the 45 live challenge. We started this challenge as a way to, for us to stay consistent because we couldn't do it before. We're trying to like model other content models, all their teams. We're trying to model people that had six figure content teams behind them and we just got very discouraged. Right. And it was not about the marketing itself, but it was more about a discipline test like can we endure for 45 days in a row and prove it to ourselves even if nobody's watching that we can't show up whether it was worth it or not. So the spoiler here is that it took only like 15 days, two weeks for us to get noticed by one person. That turned out to be the customer that we needed at the time, turned out to be a six figure client for us and it changed our business entirely. Shout out to Pablo and jwb. So during, you know, doing those things, you know, we could. We committed to going live for 45 days straight. We didn't just only do that one time, we did it two more times again as we're trying to find our voice and there's no audience, no guarantee, just like we're going to show up and we're not, you know, we're going to see where this goes. And I think at some level, content is like that. We've talked about being an experiment, right? So it was just very, very intense and very scary at the time because there's not a clear strategy. You know, there's every single guru out there telling you to do something else. And it was just very challenging to just to stay consistent because we're try different things and we didn't try long enough to see the actual results. So when we committed to actually invest in our own frameworks, in our own thing on like our way to creation, which at the time was 45 live. And that evolved into the podcast, that's when we started to click. The moment that everything clicked, you know, it would be, we call them the silent watchers, but it'll be like one comment, one dm. And that one connection is what changed everything. And you know, to this day, we've helped people, just we've guided them through. The 45 live framework is not really hard. It doesn't have to be live anymore. You could do it as 45 clips in a row, 45 podcasts in a row. Like you decide how to do it, but it just triggers that creativity and it triggers your creator. So you can give 100% of you for a long period of time and start learning your capacity, your resources, your limits as a creator itself. So fast forward a little bit so from those 45 lives now for content is profit. I think officially, like different episodes. This is 4:36, 35, sorry, 635, but we've done probably a lot of bunch of minis, a lot of reruns, also like recordings on top of their reactions. So more than 700 episodes in this, in this podcast, which is awesome and I appreciate you for watching and listening. Right, our. Our main audience is on Spotify and Apple. Shout out to you guys, thank you so, so much. But it's, it's not, it's not just the fact that we can say that. I mean, not a lot of people I think, can say that. And to be fully honest, the size of the audience I think is irrelevant at this point because I feel the show is a success just because we continue to bring value to the person that's listening and to us, that makes us, you know, feel really, really good. We get, we hear comments all the time. We, we get emails all the time. We get like incredible people in our, in our world that are doing incredible things. And just the fact that, you know, a couple tips that we're sharing here on the show impacts our business. That makes us very, very happy. Right. So in our specific case, how does that translate into profit for our business personally? Right. Everybody's like, oh, well that's really cool. But like, how do you apply it into your business? Well, every episode could be a conversation with somebody that might become an opportunity just because we're a conversational based podcast. Not a lot lately we're being transitioning to try a little bit different. But what really kickstarted on interviews are gonna come back, I promise. Um, it was because we needed to talk to the decision makers. And yes, the content was a vehicle that allowed us to, to learn and experiment and get comfortable with the show and, and getting comfortable with, you know, we, we talking to the camera. And eventually those people became opportunities. It could became a customer, it became a referral, it became a source of introductions and a network. Right. So for us, our best customers and their relationship started with an episode. We started either we as a guest or they as a guest in our show. So for us, that's a game changer. So if you at this point decide, okay, I believe that content is a vehicle and I, I believe the content is the way to go, but you're a little bit lost on what the format, you know, if you want to try vlogging or if you want to try talking head educational videos or if you want to do all the hacks, like, there's many, many things, reaction videos, there are many things that you can do, but if you're a little lost, I will highly recommend tackle content as a collaboration tool like bring somebody into your platform that could be not only a podcast, but that could be like a real, that could be a blog, that could be like something that you guys do together with that potential customer, but is applicable still for the content because those relationships is what's going to open doors. And you know, to us, $1 million in sales was a massive milestone that we had because of the system that we're able to do with our content based on the relationships and that. So I mean, I remember one of the most recent doors has been probably the biggest show that we've worked with they have over 20 million downloads. We are going on to month eight working with them. Incredible. We've been scaling with them as well. And he became a customer because somebody that knew of the show, that was related to the show, that we had a conversation in our podcast called us two years later and they knew what we were doing, they had a great relationship and when it was time to change then they decided to invest in our team and the service that we offer. So. And they're long enough to get noticed. Right. So you don't know which episode is going to open the door, whether that's somebody listening or whether that's somebody that's having that conversation with you or somebody that is collaborating with you in the real and the thing like as long as you build that relationship. So I think if you can create an ad value upfront on the, for the people that are watching or listening, but on top of that, add a little bit of extra layer of collaboration, the back end conversation with that person that you collaborate with is going to be very powerful if you want to bring it to the creator economy today. The good example is Logan Paul and KSI where they're both youtubers, they both have massive forms, they collaborated in that boxing fight and I've heard multiple interviews where until then this was not the plan. But after they did that and they were like, wow, this is a massive success. Turns out that they turned to be like they ended up being good friends and the opportunity of prime the drinks came out to be. So that's like the biggest expression. But you as a, as a business owner, you can do this in any type of content that you have. So transitioning a little bit on this because we've touched on those many times on the show. I want to talk about the, I guess what we'll call it the patience trap. The patience. So here's where I have to be 100% honest with you. So patience is real, endurance is real. But if patience is your entire strategy, you might be waiting for something that needs a little bit of a push. So here's, here's my advice. I guess you know, from somebody that has been doing this for, for quite a while. Again, like we don't have a massive following, but we've been able to make a living out of this thing that we, that we are creating and we help a lot of people that are probably better than us too. So we've seen a ton of incredible things. So content will build trust over time, like the content itself will not. I don't think it will close the deal, but it will build trust and it will build those touch points so you can then close the deal, right? So if you're new, if your business needs revenue today, you can just wait for the algorithm to decide is your turn. I think this is why a lot of people fail, is because they just put all their cards into the algorithm and be like, I need to go viral so something happens today. This is a long term game, right? This is about whatever is a personal brand, your company brand. This is a long term is almost a necessity. You must do this. It's like if you have a brick and mortar, you must have a door that opens for people to come in. Basically, well, content is that door that opens, right? We must be present online, so we got to figure out what is our rhythm, our cadence. How can we endure long enough to get noticed, right? So the mistake that most people make is treating content as a sales engine and a relationship engine and the outreach engine and everything at the same time. So it cannot do all those, you know, alone. So patients without the outreach equals low. So outreach without the content equals coal. The combination equals a real pipeline. So where's that? What I mean by that, we need all these pieces of the puzzle to work together. We need the content out there, but we also need to make actions to make sure that we're establishing those conversations. Those actions can be on top of content. It can be running ads, it could be personal outreach, it could be dms, it could be cold calling, it could be collaborating in other podcasts, it could be SPE at events. It could be like all these other things that will help drive attention not only to your content, but also to you, like, to your company and to your process. And then when they go see your content, they're like, oh, you know what? Look at all this thing that they've created. They'll watch one or two pieces of content be like, I think Louise or I think this company knows what it's talking about. I think we're ready to go and unpurchase. I mean, this is just an example. We had a customer that brought a guest to our studio. We handle their production. They do an incredible interview. They have a really good relationship. And our customer was talking to their guests and they're like, hey, you need. You guys are talking about starting a show or starting content creation. You guys need to work with Luis. And they're like, who is Luis? So I obviously introduced myself, but, you know, they're not going to just believe or give me business just because you know, they met me in person. For all they know, I might just be the producer in the room, right? So I'm like, hey, it's okay. Here's. Here's my links, here's my LinkedIn, here's my. My. Our Instagram, here's our show. They were talking about specific topics, so I direct them to. To an episode that was relevant to the problem that they were solving. And then we ended up setting a meeting for a home studio setup, which was really cool. So the opportunity opened, and we use the content, which is marketing, doing marketing on its own, but we use that content as an element to then build a relationship. So keep that in mind as you build your content ecosystem is going to work that way. Another example also last week, this person calls in, finds us on Google, and there's like, hey, guys, we have a little bit of a production emergency. We're recording this local show in somebody's house. They did like a remote setup, and they were not happy with the production process. So they talked to me. I share my opinion, I share my feedback. I'm happy to work with them. But they still, they didn't know who we were. So I'm like, no problem. Let me send you a couple links, the same thing. I sent them a couple episodes, sent them a couple of the things, the work that we did, and one of the hosts decided to go and dig information on me personally. So they went on my social media, they went on my LinkedIn, and they saw all the things that we're doing, and they convinced, you know, they saw that, and they're like, this guy knows what he's talking about, so I trust him. And then they came back immediately, the next day, and they're like, dude, we. We see this. We really like this thing. I agree with you on this XYZ that I was, you know, talking about in that content, and then we ended up closing the deal. So the content, yes, you will do marketing for you. It will, like, bring people closer to the sale, but at the same time, think about it as an enhancement for another activity that you do on the site. Right? So the dual engine framework, Right? So what does this actually look like in practice? Two engines where I just was describing, right, Running at the same time on purpose. So the engine number one is the content engine. This is the long game, baby. This is consistent production. Whatever, you know, podcast, episode clips, whatever you decide to do that mean one of the other customers that we've been working with, they've been doing this thing for like, six years. Their show is massive. And they don't miss a week, man. It's crazy. And they do one a week, like one a week always. But then they have maybe a second bonus episode or a different piece of content, a little bit of extra thing, and they start testing new things. But the base content is always every week, no matter what, right? And then volume, that will create that surface area, right? Like more chances for the right person to find you. We call that content real estate. We talked about this in previous episodes. So whether that is one show and then you have, you know, that platter of episode, like, well, they've, you know, maybe they've learned something with the content that they've created. Or maybe they look at all this stuff that they talk that you, you seem more honest to, right? Because they will see how you evolve, how your content have evolved. And believe me, most people don't look past like two to three videos, right? So. But the fact that you have them there, the fact that you have them there intentionally, people find it. Maybe they're finding that content, maybe they're searching for that specific solution that you're putting out in the content. They go back to you, right? Every episode is a trust deposit that pays out over time. We're just talking about. And then you're building a library. It's not a sprint. I think most people, when they start with content, they start at a place of maybe desperation, maybe it's like a last hope type thing. They put a lot, like a lot of the eggs, most of the eggs, all the eggs in that basket. And. And then they treat it as a sprint. And we've seen, especially with maybe solopreneurs or people have limited resources where that becomes a little bit of an issue. So if we change perspective and it's like, this is my long term, how can I sustain it? And maybe it means, you know, one $50 video that you invest in for a long period of time, and then you, you start growing and improving onto that floor versus, you know, $1,000 video that's gonna stretch you out and then you're not gonna be able to create anymore, right? And then the engine number two, which was just talking about is your outreach engine, right? This is the short game. So this is your direct, your human connection, your personal outreach to people who should know you, right? Like your networks, if you're a part of networks, if you're a part of organizations, if you're part of groups that can support each other, right? Podcast guests, as you build an outreach strategy, right? You invite them to your show you deliver the value, they will remember you. But also you got to be intentional with the follow up. You know, what is the intention of this relationship? Can we help each other? Can we collaborate? What do you do as a business? Another example, we had somebody also in the studio a couple of days ago helping them with their authority content. They came in, they started recording different things, they started sharing with us something that they did with AI and SEO. And it's like, oh my gosh, you need to talk in our community. So that becomes an opportunity for them. And he became not only for them, but also for us. Value to like, teach business Creator club about the wonderful things that they're doing because they're getting two to three leads a week. Sorry, two to three leads a day. So I'm like, awesome. So for them, if they want to sell that product, awesome. It becomes an opportunity for them. So connection, right? DMs, emails, conversations, no cold pitches, a warm connection. Because you guys already collaborated through the content, right? So the, the show or your, your piece of content, whatever is a vlog or, or a blog, you write it, you call them to interview them for the blog, for example, is your reason to reach out. And I promise you, you're going to get so many yeses for the people that you want to talk about. Right? So I already share a bunch of stories. I'm not going to go there. But content earns the right to reach out and that's where it changed for us, right? Outreach turns that content into the revenue. So they work together. Keep that in mind. I would even go as far as putting pieces of content as part of your pipeline outreach. Like, if they get into your email, what is the thing that comes next? We have struggled with that for a long time. It's like, okay, what comes? And I think it's because we have such a wide range of, of customers depending on the business, that they come in through the community studio or the authority content or content Momentum, the fractional content team. So I think that has been our friction point and this is something that we're working actively to solve. But if you have a very clear path, then if you know those objections of people that are coming, you can put pieces of content that you've created already in that pipeline and help them solve that problem. So how do you know if this is all working right as we wrap up? Right. The mistake is measuring the wrong things too early, I think, is a lot of people put all this attention into what we call the vanity metrics. So early metrics that actually mean something. Here you go. Ready? Are you getting replies on your content? Even one, Even one means that someone is engaged with their content. Right. Like our guests referring other guests. We have an very intentional line that we said at the very end of each conversation. And we get two to three new guest referrals and we describe absolutely who we want, which is not only good for content, but also good for as a lead. And we get two to three names every single time. Like we do not run out of them. And then so that's a, that's a really good indicator. Right. Our past listeners or viewers coming back. So that's something. If your content is good, if you get better as a, as a creator, you will be getting, you know, listeners back, which I think lately the show has been doing really good on that. Thank you for those coming back. Right. And as they come back, as they, you know, listen to the show, they will trust you more and then they will come into your ecosystem. Lately we've had a lot of people coming Internet. Welcome to the contents is profit, family. And then our conversation is getting easier because someone already knows your name. So I mean, those discovery calls or if they take action and they invest in your program or in the invest in your business, that initial call is going to be a lot easier because you already built a ton of report by that. So the create. The metric that most creator check unfortunately is the downloads. Right. In month one especially, we deal with a lot of people that are starting. So I'm like, don't even, don't even look at that. Let's really focus on like, what are the relationships that we are building. So you're not building a viral moment. You are building a reputation. Like, and reputation doesn't show up in analytics. Right. I'll show you a little story, but it shows up in the conversation that starts with, I've been following you for a while. It doesn't can. So yesterday, another person that yesterday was a very busy day. This is why I'm talking about this because it all came out to be. This person was super authentic, started, you know, sending. Do you call them tweets still, I guess tweets. But she's very, very authentic with the solutions that she's sharing. And that's all she does is whatever something comes and she thinks is wrong, she goes and she shares this. And she's in the medical field. Well, it turns out that those conversations and those tweets, you know, brought the attention of an investor of the size of Mark Cuban. And they're now Engaged into doing something together, right? And it's all through those DMs and got somebody else refer her. Then you have all these connection points and it's all working together for them to, you know, hopefully move forward. We'll see where that ends. But here's the truth. The people who make it in content aren't always the most talented. The people who are still making content aren't always the most talented. They're the ones who stay long enough to get noticed and smart enough to pair the patience with the real outreach strategy. And I think that's where we lose most people. So don't get lost. So we did a ton of 45 live. Like three seasons of 45 live. We've done obviously this show for a long time and the doors have opened not only because of the show, but that like every single person that comes in our business except studio, because it's a little bit different in the, in the studio but on the service and in the community is because they've consumed some kind of content or they have been involved in the, in the podcast process before and we, you know, crush our seven figure goal a while back and it was one of the biggest milestones and it allow us to, you know, do this full time and just enjoy the life that we really wanted to enjoy it by becoming entrepreneurs and building business. And by, by no means we're like crazy millionaires or anything. We're still building will this phase. But none of that would have happened if we didn't pair those two. So don't quit at episode one, don't quit at episode 10, don't quit at episode 50 or 50th piece of content. Keep building. Your content will evolve, your frameworks will change, you'll find your own production flow. We're big fans. It's like build based on your strength. Like there's no secret formula. Everything works. We've, we worked with people that have very different and sometimes even opposing strategies and they all work. But while you're building, don't just wait. Don't be like that person that's just waiting. Reach out, have conversations. Use your show or your content as a reason to connect with them. Let the content do the trust work while you do that relationship work. Right guys, if you want more of this, you know, come to BusinessCreator Club. Come join the community. We talk about this every single week. Every Friday at 12:30 we have office, office hours. We might be adding a second one, but we have frameworks there like the six lever audit. We've been doing free workshops, by the way, for the new members, and we've been, like, identifying your friction points so we can unlock you. A couple of examples is like, how do we reduce research time from four hours to about 30 minutes and have a better episode, for example? Or how do we fill up a room on an event? All these things. And we talk about this stuff inside of Business Creator Club. So come to Business Creator the Club, and thank you guys for tuning in with me today. And I'll see you in the next episode. Take care.