← The Futur with Chris Do
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- [00:00]
A
If someone is looking at growing a business in social media, it's going to make them or break them, and not in the way that you're going to make it if you go viral or gain thousands and hundreds of followers. But if you let the burnout and the hustle and the doing more drive you, if you don't keep that monster under control as early as you can, that is going to drive your motivation. It's going to start making you second guess the very thing that you know because you're like, oh, this is feeling too hard. Maybe I'm not made for this. Tina. I'm Tina Lovaisa. You're listening to the Future
- [00:35]
B
for people who don't know who you are. Please introduce yourself and tell us a little bit of your story.
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A
My name is Tina Lovaisa. I help and I work with coaches and educators around brand identity and positioning. I started my business completely Faceless. That was, in fact, my handle initially on Instagram. It was Faceless Method. I built a brand to over 400,000 followers without even showing up on camera once. And later I evolved to showing up as I am right now and showing up with my name, with my face, with a lot more aspects about my personal brand.
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B
What were you doing before you started doing this thing?
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I have my wedding photography business, but my background is I have a ba, a bachelor's degree in marketing, a master in business administration and graphic design as well. So all my work previous to studying photography was in marketing and media.
- [01:36]
B
So you had an established, successful wedding business, and then you're doing social and you're like, wait, I'm not so sure about this. So I'm going to remain faceless to see how it's going. Is that about it?
- [01:48]
A
Yes and no. When it came to photography, it was as a creative field. It's a very wild world driven by a lot of egos. So you build this is very driven in the Persona. So for your clients and the people who are paying you $10,000 to photograph a wedding, not necessarily. It's not in the same page how your photographer doing something different. So that was one of the reasons why it started kind of like a separate thing. Like, this is another world that I'm building and almost like a transition to what is coming next.
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B
I want to talk a lot about identity and being more ourselves, because that's something that really is near and dear to my heart. So why are we reluctant to be ourselves?
- [02:40]
A
I think that we are not necessarily reluctant to be ourselves. Crazy. I think that we've forgotten how that looks like. There is an exercise that I love doing with people when we're uncovering, positioning. And it's like, picture a silhouette on a piece of paper. And that's you as a kid. And as you start growing up, you start piecing all these almost like just things that you take from a magazine and you put them on top of. And some of them might be things that your parents told you. In my case, you can't be a philosopher. You need to go something more formal, or it's better if you behave yourself at social gatherings and you're not so loud. So you start taking all these beliefs. And I think, I don't know the exact age, but I think it's up to 12, 7 or 12 years old, that we take all these things as. As truths, and we don't even question them because they come from the figures of authority in our lives. So we build this. We start putting all these pieces in our silhouette collage, let's call it like that, to the point that no one ever told us that it was okay to look at the piece of paper and see ourselves as, hey, this is actually okay. Like, the thing that you have here is okay. You don't have to put more pieces. So when you grow up and you kind of start having your sense of self, all you are is a collection of the other truths that someone told you and that you assumed as true. And you have no idea what's laying underneath. So we struggle to be ourselves or that resistance comes from. There is so much crap already on top that we don't know how that even looks like.
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B
How do we find ourselves if we're lost in the silhouette collage?
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A
We need to start removing pieces. But that doesn't come naturally because those pieces became our safety. So this construct or this identity that you build, and it's hard to get out of there because you don't know
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B
if I'm living my life, and I'm not aware that there's all these layers that I'm wearing and that I'm doing this for psychological, maybe emotional safety. When does it become clear to me? Am I? How do I know?
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A
I think that one of the things that manifests at some point in our life is resentment. And that's why I'm finding. I don't know, maybe I'm finding more people because I'm, like, around this age gap. But this is when I'm starting to see it. A lot of creators, like, late 20s, early 30s, I see a lot of people, like, pivoting Changing careers, discovering something new, going after the thing they always wanted or brought them joy because the collage doesn't support them anymore. So when you feel either resentment or disconnect from the space you have created and from the life you're living, that is a very clear signal that, hey, there's something here that doesn't really belong to the page.
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B
If somebody's having this moment right now, they're feeling like, wait, this isn't my car, this isn't my house, this is what am I doing here? And they may have a lot of commitments, and for a lot of people, they'll never be able to break that because of patterns and expectations and the shame that comes with saying, I'm going to unplug, I'm going to do something very different. Or the fear, a lot of it is fear based. So how does one take that first necessary step?
- [06:13]
A
The first one, I think they took it already, which was the awareness of realizing that there was something that was not there. And the fact is, like, most people don't even get there. Most people don't even get to the point where they realize this maybe until they are in the light years of their lives. But I believe that is key, and we often miss that, is that we go into a lot of self judgment and self criticism. Because I like, why didn't I do this before? Why did I waste so many years doing the wrong thing? And I believe there is an adjustment period for us to understand that none of those years were wasted because you wouldn't be making that transition or thinking about it if none of these other things and roads would have led you to that point.
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B
If somebody is listening to this and they realize there's just this awareness and acknowledgement of what they're going through, I want to make this, maybe spend the rest of the time talking about specific tactical things. So what might we get people to do? Is there a framework, is there a way that, what are some easy wins or steps that they can take so that they can start moving in this direction?
- [07:33]
A
Something that I found when I work with people that are in this stage, like where do I move? Is trace things back to the last parts that either brought you joy, fulfill you, or made you feel free in a way. And a lot of these reverts to childhood patterns. Another thing that gets in the way is the fact that you mentioned before is someone with a life, with commitments, they have a. A family to support, they have kids maybe. And it's not like you can wake up and feel like, okay, great, I'm just going to pack up and leave and start my new life as a creative or pursuing this new venture. And there is something that I like to define as your minimum, your minimum viable window. And is that from the entire life that you have right now, your commitments, what is the minimum time that you can actually use or redirect to following this process?
- [08:32]
B
If we put this through the lens of the people who sign up for your courses in your community, what is the average amount of time that you're going to say? If you want to achieve X result in Y time, then you need to spend at least this amount of time per day or week. Can you give me some laws of average that you say ideally it's something like this?
- [08:53]
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Well, depending on the results they want to get. So, for example, give me an idea of a dream result.
- [08:57]
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I am a professional videographer. I shoot videos for events, talking head corporate video, sometimes more brand things, but mostly talking head corporate stuff. And I want to become a YouTube strategist. So they're related. I understand the language and the tools, but it is a pivot. I'm asking for a friend here, obviously. So if I want to become a YouTube strategist, how would you advise me?
- [09:23]
A
Anything that you do, especially when you're coming with a background in some type of knowledge, so you're starting from zero. You're going to give it at least a minimum of 90 days, three months doing this, so you have the basic and the mechanics of how to get there. The part that you're lacking now is the implementation. And implementation is something that it takes at least three months for you to have enough data to assess if what you're doing is working or not.
- [09:54]
B
So what would I do now? I have the three hours. Let's pretend I don't, but let's just say I do. I'm committed to doing at least 90 days. I do have the knowledge, although I need to learn more things, obviously. But what do I do? Like how? Coach me, please.
- [10:09]
A
The first thing that we're going to do for you, because you already have a focus on that, is that we need to find a way of packaging how that expertise looks like. And not packaging for putting it a label, but to give it some type of containment that will allow you to actually speak to them in a way like this is the result that you can actually get. And we're going to move that into deliverables and the things that you can actually produce for them. So the first thing that I want you to think is picture like your this coach that you perhaps follow and you love to work with, where are they now in terms of their YouTube strategy? Are they even creating content? Or maybe their content is not very good and you can spot technical aspects and maybe it's the narrative, the storytelling. Now, with your skills and the things that you have developed, where can you take them? How will it look for them after you have given them all the help you can? Like, are you giving them the strategy? You have helped them with their videos, with the planning? And what is the ideal scenario? Now, the next thing that you're going to think is or that you're going to map out, because this is where you're going to almost like extract your method or the thing that you're actually going to sell is how does this bridge looks like? So they're here where everything is. Ideal scenario, what you can do. This is here where they are, where their content and their strategy is. Right now, does the bridge look like when they, when you come into their space? What do you work with them? Do you work on their story? Do you work on scripting? Will you help them create a content plan based on their business needs or the future goals of their business? And that is where we're going to extract your method and how will that look like for them? What you're going to do now is that maybe you can go to Notion, your Google Docs or anywhere where you drop all your information and I want you to unload absolutely everything that you have in your brain right now on how that process will look like for them from the time that you have the first call or the first email. And this is first you understanding the process. This is not you actually doing the work for the person. Because what we're going to do when you have a very clear process or a method extracted, is that you're going to take that and you're going to package that into an offer to present to them. So you take that, you present it to them. But now how do we get your clients? You have two options. You can post on your social media and you can wait until the right people find you. That's one, that's the passive one. It's a route. And the other one is that you can go and look for them. And with this, you're going to look at your current network, like everyone that you know in your network, previous clients, friends, people that you have on your phone, everyone that you have there that you know, and you can create a better offer of that special service that you're developing as you Test your product and a better offer is just a control proof with a limited number of people where you give them a special guarantee or a special price as a way of you building the service with them. Because this is the first time that you're doing this in real life.
- [13:20]
B
So the big question I have for you is you've done what few people can do which is to grow a large social following in a relatively short period of time. I'm curious, what can I do to use social to leverage outside of doing what you said to do.
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A
So when you start building your social, the first thing that I want you to know is that don't wait or don't expect your social to be the primary source of income for the first few months at least because you are approaching cold traffic. You're going to allow yourself 90 days to try this content. Think of it, mission and views probably being the majority of it around 70% and then you have your story content which could be a 20% and your personality around a 10. But this would allow you to not just building your business based around your expertise and the thing that you know, but you're going to be seeing the why like it's not going to be just I am a strategist for you too. It's like I am the strategist for YouTube who helps you with this particular thing because I don't want you to run into this other thing and get this really bad result. And after you give that 90 days of posting this content in these different aspects, go back and assess your 20, 30% best performing content and this goes to formats. Maybe it was the topics, maybe it was something about the delivery. And this is when you start recognizing patterns because patterns is what is going to allow you to be able to iterate this multiple times. And that's when things tend to go wrong. When people post on social media and it's that they do it for a few days, a few weeks and then they panic.
- [15:07]
B
Is this the kind of stuff that you teach in your communities? I think you have a free program called Digital Business Made Easy and then you have a program called Elevate.
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A
Yeah, this is part of it. And I have my clients that I work one on one with. And yes, this is part of actually a big part of what I teach and I believe it's so important because this is the one thing that if someone is looking at growing a business in social media is going to make them or break them and not in the way that you're going to make it. If you go viral or gain thousands and hundreds of followers. But if you let the burnout and the hassle and the doing more drive you, if you don't keep that monster under control as early as you can, that is going to drive your motivation. It's going to start making you second guess the very thing that you know because you're like, oh, this is feeling too hard. Maybe I'm not made for this. You keep as much containment as you can on that part and you can actually focus on doing the thing that you were said to do, the actual business, the creating the videos, the optimizing the channels for your YouTube coaches.
- [16:17]
B
So the last question I have for you is this. We've covered a few different things. What is the thing that's just heavy on your heart, the thing that you feel like you need to talk about? I want to give you an opportunity to kind of just speak freely about whatever it is. Like, hey, I want to talk about this thing before we get out of here.
- [16:31]
A
It's almost like a wish or a hope for us as creators and coaches and anyone who's trying to do something in the online. And I really hope that we start believing in ourselves a lot more than we believe in others. Because there are millions of brilliant people who are sitting right now, creatives or people working in other types of jobs, I mean, other roads of life, who really want to go for something, but they are allowing the pressure and the picture that we're seeing in social media and on television, everything that, how everyone has their sheets of well put together, that they don't believe in the thing they want to do. And it's very easy to clap for someone who's doing well, but it's very hard to clap for yourself when you have nothing, no proof or no validation to show that the thing you want to do actually works. When I started this world, most of the, let's say, figures or people that I looked up to were very polished and corporate looking and proper. And you allowed yourself to feel inadequate because you feel you don't fit that version. But you don't have to fit anyone's version. That's the thing. So I want more people to see that, that there is no need to fit anywhere. There is only a need for them to expand what is already there.
- [18:00]
B
Thank you very much for being my guest today, Chris.
- [18:03]
A
Thank you. Thank you for allowing the space for me to be here. Really appreciate that. I'm grateful.
- [18:08]
B
My pleasure. Thank you.
- [18:10]
A
Thank you.