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Stop Over-Teaching: The 3 Levels of Trust That Convert Clients with Brandon Lucero
00:39:24
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- [00:00]
Brandon Lucero
You're selling like you just broke down for us, but it doesn't have to feel always so. Comment X to get the freebie, Comment X to get the training. Comment X to get this and get that. Because that to me, really, that, that's more like middle bottom of funnel work.
- [00:17]
Julie Solomon
Welcome to the Influencer Podcast. I'm your host, Julie Solomon. If you found yourself here, it means you are ready to unleash the powerful visionary that lives inside you, turning you into an authentic leader who creates influence, impact and change. Let's get started.
- [00:38]
Commonwealth Co
Hello and welcome back to another episode.
- [00:40]
Brandon Lucero
Of the Influencer Podcast. Today we have a dear friend of mine in this beautiful online business industry, and that is Brandon Lucero. I had the honor of meeting Brandon several years ago when we were in a peer led mastermind together and we.
- [00:55]
Julie Solomon
Just hit it off because both of.
- [00:56]
Brandon Lucero
Us love to talk about one thing and that thing is messaging. And most importantly, how are we using it, how are we evolving it and how are we refining it in order.
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To grow and scale our businesses?
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What I love about Brandon is that he is just a true genius at what he does. The way that he understands how to message, how to create content that really converts and just his lens on things is really unique. I always love having people that truly specialize in what they do on this podcast. And as someone who also specializes in messaging, I also love to hear other people's perspectives about the thing that I.
- [01:33]
Also know a lot about.
- [01:34]
I learned a lot from this conversation. I was taking notes, so I know.
- [01:38]
That you will too. So with that, let's get started. Hey Brandon, it's so good to have you back on the podcast.
- [01:45]
Yeah, it's great to be here. I'm just very grateful you have me back on and I'm excited for our conversation.
- [01:50]
Me too. I'm just grateful that, you know, you and I have known each other in this industry for several longer than several years now and have always just really been inspired and just admired the work that you do. The. The really, you know, instinctual yet clever and strategic way that you see messaging, that you see sales, that you see content, how all of that works together. And I love to talk about messaging. My PR heart, I can't help it, but, you know, that's such a big part of, of what I do and what I believe in. Whether you're pitching, whether you're on a stage, whether you're creating courses, content, whatever it is, the messaging is the key. But what I love about our conversation today and what we're going to be diving into is how you really see messaging from a sales standpoint and how the important pieces that are needed to really understand and infuse messaging in a way that feels service driven, yet is really creating that momentum and that action behind it that is needed to make a buying decision. Because that is essentially what we are all here to do, especially in the online space. You know, I say a lot of times, like, we don't create content just to create content. We don't create messaging. That's just a waste of time if there's not an actual action behind that. So I would love for you to kind of dive in with us. How your lens and your focus and your perspective of this is not only unique and different and of course, proprietary to you, but. But why is it vital for those listening to understand and to start implementing the concepts and the. And the frameworks that you. That, you know?
- [03:26]
Yeah, I mean, I think the. The first and most important reason is you kind of already hit the nail on the head, is like, if we're going to be doing something and putting energy behind something and taking time to do something, there should be an intention behind it. And I don't know if there's enough people that really realizes those. The way we talk, the way we communicate, it is literally the driver of all the results we have in our life, whether that is in business or sales or the quality of relationships that we have or whatever it is. The way in which we communicate is one of the most important things and one of the most vital tools that most people never pay attention to is communicating in a way that works with the receiving person, whether that's your audience or your partner, whoever, communicating in a way that works well with how they receive the information. So, like, what's their perspective? How do we get into their shoes? What's the language that's going to get that automatic reaction? And I don't think a lot of people really realize that is that when you guys put out a piece of content or an ad or an email and your audience consumes it, they're taking and making an automatic decision without even thinking about. It's like a subconscious decision of whether they want to click or watch or keep watching or leave. And you all experience that when we're on, like, Instagram and we're scrolling through reels, right? You're not logically thinking, should I stay on this? Is this worth my time? Is this interesting? It's like an automatic feeling. And the way that we communicate is literally the driver of how those automatic Reactions happen. And obviously, as influencers, content creators, course creators, we want that automatic reaction of, this is interesting. I really like this person, I connect with this person, I want to buy. And if we're strategic with how we're communicating the types of content we put out there, we can drive a lot more of those results. Or in other words, I call them conversions. So everything's a conversion. Getting an email open, getting a click, getting whatever. But there's ways in which we have to add value and there's things that we have to gain in order for all of that stuff to happen. And we also need to get outside of this idea that the only way to add value into someone's life is through information like tutorials and how to. All that stuff's great and can help. There's so many more important, deeper ways to add value through content language and messaging that allow you to gain the things you need for sales, but also, again, add value into someone's life. And so when you can, like, learn that, master that, that's when we start getting more engagement, but sales and demand at the same time. And so that's, that's sort of my line of like, how do we add value and get people to convert at the same time?
- [05:46]
So let's start talking about that. And I know there's a couple of ways, a couple of questions that I have and ways I want to go with it, but the first thing that I want to say is what you just talked about with, with information and what I have come to discover, and I would love your take on it too, is that a lot of times when, and my audience is, they're, they're sophisticated. It's like, you know, they don't deal with the mindset of feeling sleazy or slimy if they say all they've gotten over that, right. They understand that what they're providing is a valuable, it's a solution and they are promising, really a transformation. But I think a lot of times when it comes to, when you are executing from that mindset and when you are using logic and intellect to be that driving force to get said transformation for said ideal client, a lot of times it will lose some of the nuances that I think you're about to share with us on, yes, information's important, intellect is important. Using your expertise to really showcase and, and break down, process these in a logical way that is digestible for someone to understand is important. But that doesn't always lead to a sell. In fact, a lot of times that can kind of Put you like in the friend zone where people are engaging with your content. Maybe they find you valuable, they find you inspiring, they think that you're really smart, but they're not buying from you. What is the missing piece if that is happening?
- [07:06]
Well, there's a, there's a lot that's going on. And so the way that I like to explain it is it's like, it's like an encyclopedia versus a TED Talk. Both teach and great. Give great information, information, but only one of them has people like buying tickets to come in and would easily make sales. If TED talks allowed for sales to happen, people would be making sales at the end of their TED talks. And so what happens when we deliver too much information or we only rely on information? We're losing a couple things that we really need, which is levels of trust. There's three levels of trust that we need. We also need hyper relevancy. The person needs to feel like we understand them and their specific situation. And then when we just rely on information, what we're really doing is, is in most cases is you're over teaching. So now you've overwhelmed someone and that loses one of the levels of trust, which I'll. I'll talk about here in a second. So you lose one of those levels of trust, but you also, when someone's overwhelmed and confused, they don't see how you can help them. They're like, I don't see how the pieces fit together. And that's a really big problem because I'll just dive into. One of the levels of trust now is if they don't trust their own ability to follow your process, they will never buy from you. And, and so when we overwhelm them, they actually lose trust in their ability for us to be the leader. And then they'll never buy. Then we also run the risk of people going like, well, I just have enough for now. Let me just try this for now. I don't need to buy anything. I don't need to work with you. Let me just try this for now and then maybe I'll come back later. But then what we also do is what's going to happen is when we start to teach people things, their brain will start to automatically ask, how is this information relevant to me and my situation? And when we rely on too many steps, too much information, they make that really hard or the brain has a really hard time doing that. So when it comes to information, I always talk about teaching concepts. Don't teach them how to actually do something. But what's the concept they need to learn. And then if you follow it up with like a metaphor or analogy or something like that, now the brain automatically goes, oh, that makes sense. I get that this is exciting. And it's kind of like what I just did, right? I used the encyclopedia versus the TED talk. And so that's just the way I teach now is just high level concepts using metaphor story analogies to really dive into it. But if, again, if that's all we focus on, we lose a lot of different things that we need, like connection. We need to connect with our audience based on who we are. We need the three levels of trust, which is they need to trust us as a human to human, which happens through connection content. We also need them to trust our ability to solve their problem. And if you gain that trust, they will want to work with you without you even talking about the solution. And I can give an example of that here in a second if you want. And then the third level of trust is they need to trust their own ability to follow our process. And so when we rely on information as our only way to add value, again, it's important we still want to do it, but it doesn't need to be what we do and shouldn't be what we do 100% of the time because we start to lose a lot of that, that demand.
- [09:58]
Okay, and I can give it good.
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To give you an example of this.
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Yeah. Like I was thinking, so walk us through the levels of trust and I'm taking notes. Connection content. And then really that, that authority content. Right. Like what makes them trust you to, to follow through this process and then how do we get them to trust in their own ability?
- [10:15]
Yes. Okay, so one of the, one of the pieces of content we've been types that we've been playing around with is what I call self identifying. And if anyone here follows or has seen the holistic psychologist on Instagram, she's, she's like the queen of this. I mean, she, that's almost all of her content is what I would call self diagnosing, which is where you never really teach the how. All you're teaching is here's the symptoms and here's the cause. And what you're doing is you're raising someone's awareness to oh my gosh, that's me. Or I feel really heard. I feel very understood, I feel validated. I'm, I'm not this weirdo or have, I'm the only one with this problem or whatever it may be. So I want you guys to imagine that you got home from a vacation and you just, you had stomach pain and it's been going on for two weeks. But it's weird because it only starts at 7:30 at night and ends at 8:30 at night. And you go to nine doctors and nine doctors, like, look, we have no, this is the weirdest thing we've ever seen. We have no idea what's wrong with you. And then you're probably going to feel like discouraged, you know, upset, depressed, like what is this? Confused. But let's say you go to the 10th doctor and you walk right in the door and no one has exchanged any words and they automatically look at you and go, oh, let me guess, stomach pain started about two weeks ago. Does it start at 7:30 at night, end at 8:30 at night? And you'll be like, yes. But you're also going to feel relieved, like, oh my gosh, someone gets it. I feel heard, I feel seen. Someone has the solution, there's an end in sight. But if that doctor just looked at you and said, yeah, you have something called stomach loop and said good luck with that and walked away, you're going to chase that doctor down, be like, what's the treatment? What's the solution? Like help me just take my money and heal me. But that doctor never said they had a solution. They never showed you their degrees or their certifications or their testimonials or any of the stuff that most people think you need for sales. Doctor didn't do any of that. What the doctor did was accurately and specifically described your symptoms, what you're going through and was, in other words, what they did is they became hyper relevant to your situation. And what your mind did is you automatically assume they had the solution. Because the only way that someone would talk with that level of mastery is because they have experience in fixing it or going through it. And what you, what your audience will do if you're able to do this correctly is do. They'll have that same response where it's like, take my money, they'll start to DM you. They'll, they'll, basically what you're doing is you're creating demand before you even mention the solution. So when we do this in our launches, like some of our launches will do over seven figures. And when that happens, we usually do 2 to 300,000 in sales before cart even opens. And that's like 15 to 20% of all the world sales. And that's because the way I teach encapsulates that. Like we use that while we teach so that people see us as authority. It's very like metaphor, concept driven. But then we have this level of relevancy built into it where we're adding value in multiple ways, but making people feel heard, understood, and like, we get them and see them. This creates like what I would call hyper demand. And then now people are almost beating down our doors to want to work with us because of the way we taught and the way we communicated.
- [13:10]
That's so good. And the three levels of trust are within that example that you just shared. You had the connection, you had the authority, and then you had them being able to mirror, to kind of see themselves in you, or that you have the solution to their problem. So then they can trust their own ability to then get to the other side of whatever it is they want.
- [13:29]
To get to the other side of totally. And then one of the, one of the last little things that we like to do too is when I teach, I usually will teach through story as well. And so instead of like on a webinar, just saying, like having a spot for the story, I don't do that. I don't say like, well, here's who I am. No, I look for the teachings that I'm going to do. And then what stories do I have that prove that that teaching worked or what was my experience with it? And that way my story is like micro stories throughout the webinar or a podcast episode. But also what I'm really intentional to do with the story is release things like my values, my beliefs, my thoughts, who I am, like that sort of my identities, like that sort of thing. And then those things when released are actually what build really deep connections. So if you do it right, you can kind of gain all the things you need in a single, like podcast episode or webinar or launch or sometimes, if you do it right, like sometimes even in just a five minute video or a reel or whatever, whatever it may be.
- [14:23]
And I would also love to know, with this, it's, you know, I love the ideas of, you know, it's like you've got, how is this relevant? What's the concept? What's the framework, essentially? And then you, you're able to use storytelling or metaphors to back that up. So I can clearly see how in someone listening, we can, we can see how this, like, okay, if this is in a presentation, right, because you've got the Runway to, to make this happen. But like you just said, if you want to do this in a five minute video, or let's say that you want to do this. I'm thinking top of funnel, right? Like you're creating reels, you're creating car sales, you're thinking wide net. How do I get my ideal client to be engaged and interested enough to start dropping into just more than one piece of content? How do I get on that search page, how do I get them to stop scroll and how do I do that in a way that you're selling like you just broke down for us. But it doesn't have to feel always so. Comment X to get the freebie, comment X to get the training, comment X to get this and get that. Because that to me really that that's more like middle bottom of funnel work. So like how do we make this happen in that top of funnel wheelhouse? Because I think that a lot of people have problem with that.
- [15:35]
Shopify
When I first launched my online coaching business, I was juggling everything like so many of us. Writing the content, managing the DMs, setting up the offers, doing all the backend funnels, figuring out how to make it all look and feel aligned not only from a brand perspective, but from a customer experience perspective. And honestly, it was so overwhelming. I remember think at that time how I wish that I had had a business partner that could really support the backend while I focused on what I do best, which is messaging, strategy and serving my clients. But as we know, being able to do our best requires us to have a lot of systems and processes to support that. And that is why I love to recommend Shopify. Shopify powers millions of businesses globally, including coaches, service providers and creatives. Building personal brands and businesses with beautiful, ready to use templates and very smart AI tools that write product descriptions and headlines for you.
- [16:34]
Commonwealth Co
Shopify makes it really easy to build.
- [16:37]
Shopify
A brand, a line storefront that actually sells so you can focus on what you do best. Turn your big business idea into with Shopify on your side, sign up for your $1 per month trial and start selling today at shopify.cominfluencer. go to shopify.cominfluencer shopify.com/influencer.
- [17:06]
Commonwealth Co
Hey friends, it's Julie. Now, all the time I hear from so many of you that you're wanting recommendations of people that I know, that I like, that I trust that can help you build your business. So if you've ever thought about launching a podcast or already have one, but want to finally get out of the weeds of editing, uploading and managing all the moving pieces, I have to tell you about Commonwealth Co. Now I've been working with Aaron and her team at Commonwealth Co for over a year now. And they handle absolutely everything for this very show that you're listening to or watching right now, from editing to production, to making sure it all sounds polished and professional. They are my go to source for all things podcast production. And when you let them know I sent you, you get a little savings, you'll save 10% off your first month of services. Again, I cannot recommend them enough for all of your podcast production needs. Just head over to commonwealth-co again, that's commonwealth-co.com and mention my name when you reach out for 10% off your first month of services.
- [18:12]
Brandon Lucero
I think the first thing is, is that if we're going to stop the scroll, you know, we have to have the right sort of headlines in there. And we like to use something that I call relevancy triggers. And these are just words that you would put into the titles. They're almost like hooks that you can use that make the person feel like this is geared directly for them. And so one of those is going to be identity, the other one's going to be problem, and the other one will be benefit. Those are pretty common ones. But I'll give an example of how you would use this. So I was doing a how to video, I might call it, like how to create engaging content. And that may or may not stop the scroll. People may stop on it like, you know, but there's ways to sort of beef it up. So I work with course creators, so that would be the identity. So if I wanted to use the identity in there, I could say how course creators create engaging content. Now it feels a little bit more specific. I'm talking a little bit more to them. The benefit was already in there. The benefit is engaging content. But I also know a problem is, is that sometimes people feel like they spend a lot of time on content and that's a really big problem. So now I could adjust the title to how course creators can create engaging content in as little as five minutes a day. So now I went from like this basic headline that had one relevancy trigger to one that is a little bit more specific, but has three relevancy triggers. So what will happen is the automatic reaction will be like, oh my God, this is exactly what we need. And then I click. And so the first step in that was is always going to be like, how do we make everything more relevant to the specific situation of the person that I want to attract? And again, it doesn't have to be like, I think a lot of times People think specific when they communicate specifically. It means like getting narrow. And it's not about getting narrow, it's just about getting a little bit more descriptive. So it's, it's, it's like I tell people how many of you have gone to the grocery store, you've, you've got in the produce section, you rip off those, those bags and they're so thin, they're like green see through. And it's like you almost have to like massage the top to open it. And it's just sometimes the potatoes go through. It's just annoying, right? So everyone listening has had that experience. So the, the thing is that's a problem, right? It's like this really annoying bag, it rips open. But the only difference is, is that I got really specific on it. So I was specific but also relevant to almost everyone listening. And that's the trick is we have to figure out what words and language drive relevancy but also still are relatable to like the majority of your audience. So I would say that's part one. Part two is you have to also understand if you're doing a carousel or an image or a reel, all the things you need for sales, they don't need to happen in a single post and they should happen in multiple posts. You should understand that your content is an ecosystem and someone needs to sit within your brand to really experience all the elements of you, your brand, your authority, your teachings together before they have this effect of like the rapport and the trust and the in the demand. And it doesn't always need to be shoved into. And I actually don't think you should shove all of it into like one image or you know, a 30 second reel. Like maybe if you're on a podcast you can, or like you're on a 60 minute webinar because you have the time. But you also just have to understand that this is a long, and it doesn't have to be a long term play, but like it could take a week before someone really gets the feel of everything when they, when they first discover, discover your brand. So I'd say those are the two things to focus on first.
- [21:28]
And then if somebody wants to maybe not feel so heavy with the mini chat automations, right, with, with that hard sell, what are some things that they can do if it's like, okay, if it's going to take a week, let's say to get someone like, you know, massaged into my world, you know, is it about taking. And I love what you said about be More descriptive, not necessarily more niche or narrow, but is it about like do we take this reel and it's like, it's about getting more descriptive in the reels or the carousels and this really, you have to then know your ideal client so intimately to really know like what are these descriptions happening? But is that really what you kind of envision for that type of funnel messaging? It's about being more descriptive, pulling in more of those storytelling elements and then that problem aware piece, you know, really making themselves see yourself in, in that content. How does that work versus maybe some of the harder hitting sign up for my class. Yeah, kind of post.
- [22:27]
So for me, like the, I think the connection content is really a big one that shouldn't have these direct call. It just makes sense to have called actions on it because that's not the intention. The intention is not to get someone to opt in, it's to build a relationship. And so for me, I always have to ask myself like what do I want to connect with my audience on and, and like I'm a human being. We're all human beings. There's a lot of things that make us who we are. And not everything of who I am needs to be a part of my brand. Like I like mountain biking, but I don't want to help just mountain bikers who are also course creators. So I don't like, I don't talk about it a lot but I asked myself like what are the things that make me me that I want to connect to my audience on? So things like my kids that I'm a father. Like there are little things like I really like coffee and I just really enjoy that and I don't. Again, I'm not attracting coffee lovers, but it's always like I'll mention it in the morning or whatever on stories and stuff like that. So there's all these elements that are going to go in that are really designed to build this connection that don't need a call to action. But then at the same time there are some that I would really use to drive those call to actions. And so like a lot of the self identifying content where someone reaches a point of like oh my gosh, that's me. I never realized that that was making that mistake. This is what's causing the problem. They're ready for the next step. So when you start doing this, you have to ask yourself what content gets my audience to a place where they're ready for the next step and which content is not really designed for that? Which one's Like a relationship building piece of content. And so when we get into launches and different things like that, sometimes I'll drop teachings where I just want them to understand that concept. I don't, I'm not driving them somewhere else. But then there are certain pieces of content where it's almost like a cliffhanger, I gave you a big realization and now I know you want more. So now I'm going to be very intentional, put them in call to action there where like I just might tell a story that happened to me today with a really great lesson that has no call to action because I don't have anything there. But it is like a great teaching that I want. So I think it's more of like being intentional with where the audience will be at the end of the piece and understanding does this need a call to action or not? But also you just need to understand like and you kind of hit the nail on the head earlier, which is like, we don't want to just put out content for the sake of putting out content. Like every piece of content needs to have an intention. And that intention isn't always just click here and follow and do this. It's like I'm just going to focus on building a relationship or giving you a concept or something that might help you and I have nothing to ask in return.
- [24:48]
Right. And then I think the flip side of that is like not every piece of content needs to be conversion focused, but not every piece of for for a sale. But not every piece of content needs to be. You're so inspiring focused either. And so now that we've got that top of funnel and we are engaging, we are inspiring, where does that, that self identifying content, is that the piece where they start to trust in their own ability to transform using your unique concept?
- [25:17]
I think at that phase with that style of content, it's more of they trust your ability to solve their problem because you're demonstrating a deep level of understanding. So if I was to use the holistic psychologist again as an example, she might have like a piece of content like five, I call it five signs. There's like five signs. Content is a very good self identifying piece of content. And she might create something like five signs. You had a controlling mother and it's like ruining your relationship or something like that. And then it goes through. She just very specifically and accurately describes relationship patterns you had if you had a controlling mother and then maybe like three of those are relevant to you. Your brain will automatically go, oh my gosh, that's me. I have those patterns. And I did have a controlling mother. But what happens is you have this big realization. It's like, though my awareness was raised, this was like mind blowing to me. But there was no how in that. There was like, no how do we actually fix this? And so when we can use things like five signs, you have this problem, we're actually getting our audience to come to their own conclusion. I have the problem that this person solves. But once they have that realization and you gave them that realization, they're not going to go somewhere else. They're going to sit there with you. Because now you just demonstrated you very accurately specifically. And there's depth in your understanding of what they're dealing with. And so their trust in your ability to fix the problem for them goes through the roof. And then when there's no how, that's why the next step, like our call to actions on that type of content are really high. Because the demand to want to know how to do it is like through the roof.
- [26:50]
I think you just gave a great example. But I want to share it again too, for those listening, because I know that for a lot of people in my world, they're like, okay, Brandon, I hear this and I understand that, like, once they trust me and my depth of understanding this and my deep level to be able to solve this problem, then they will go on to potentially buy. However, how do I, how can I, how do I do that if I'm so used to leading with logic, if I'm so used to leading with the encyclopedia, if I'm so used to leading with. Even if I don't give them how to content, it's like, if I'm still just so used to leading with, here are the steps, here's the process, here's what I do and why I do it. How do we help kind of with people to get them out of maybe that muscle that they've trained themselves to be in?
- [27:45]
Yeah, yeah. There's two, there's two ways that I think would be helpful. So one, at top of funnel, if you're doing top of funnel content is to understand the next day you can, you can follow up with like the how to or the they. They want to know the how. And it's like you could even put at the end of the videos, like tomorrow, if this is you, we're gonna, we're gonna release a podcast episode that goes a little bit deeper into the how and to like make sure. So it could be a good, like demand creating. If you have like an episode or another piece of content you really want to drive people to. But we really do have to embrace this idea that how to is not the only way, but you're going to have an opportunity to do it. We're almost just creating demand for that to happen with this style of content. But if we go a little bit deeper into the funnel and we open up like a webinar. I love to open up webinars with what I call a diagnosis stage, which is like, this is what you're dealing with. This is the, this is probably the mistakes you've been making. This is what's causing it. And people are like, oh my gosh, I totally get it. Now we move into solution. So now I say, here's how we fix it, the problems. So now there's hyper relevancy. Then we say, here's the solution. Then I back up the solution with a metaphor, an analogy, a story. So now their, their mind is like, oh my gosh, that makes a lot of sense. Then I move into the teaching and what I. That's where the how to will come in. But it's a little bit more of like what to do, not really how to do it. But even when I teach the what to do, I still follow it up with like examples or metaphors. Analogy story. You know, like if I say here's how to do a really good title, I might say, see, look, Gary Vaynerchuk video has 10 million views and he just did exactly what I just broke down for you guys. And so now the mind goes, oh my gosh, it works. So now they understand the concept, they get excited. I had the diagnosis stage already done. So demand's already at an all time high. And when you can move people through that framework, that process on like a webinar, by the time you get to the pitch, they're like basically knocking down your door. Because they can see the pathway to how to fix it. They feel very heard, understood and validated, which is a human need anyways. But the demand was created because of that. And you just get this like, effect going on inside these webinars where people feel heard, validated, understood, and they can see the pathway and now want to work with you.
- [29:53]
Well, this is so good. I really think the next step after this is just for people to learn how to get into a webinar with you to see how you break this down, which we're going to be talking about in just a minute. But I first want to just go before we wrap today's conversation up and thank you for getting as micro with me as you possibly can on a podcast. I know that we could talk about this for five hours, and I'm such a messaging geek and a content geek, and I love these kinds of conversations, and you're brilliant at it. I would love to know from you what kind of messaging. And, you know, by the time that we're filming this, it's April. This is going to come out within the next four to six weeks. So we're almost halfway through 2025. What kind of messaging are you just so sick and tired of seeing from everybody and their dog? Because I feel like everyone is just coming on Instagram with a sign that's saying, pay attention to me. So what kind of messaging do you see? Just getting so overworked and overused, and you might have already shared it, but I would love to know that. And then where do you think are kind of some gaps and some spots and some opportunities that may be coming with content and messaging and the way that you teach it and your processes that people can start to fill? Because I think that it's really easy to sit around and say, well, everybody's essentially saying the same thing over and over again, just in a different way. So how do I make my mark?
- [31:15]
Yeah, I think what I see as something being overused is just giant promises that seem ridiculous. Like, you get this ad, and it's like, I will make you a million dollars with this one thing. And if I don't do it 90 days, I'll keep working with you until I do or give you, you all your money back. It's like, what now everyone's doing it and it just. It's just like, who can come up with the biggest, boldest promise inside of their ads? And then, like, I don't. I don't even know. Like, I don't know how you can run a business that way either, if you're someone of integrity with all these giant promises all over the place. But. But it's just sort of like, who can be so over the top with stuff? And. And I just don't. That doesn't sit right with me because it almost feels like it's borderline lying or, like, manipulative to get people in the door. And.
- [31:59]
Yeah, it's too convincing.
- [32:01]
Yeah. And it's like, that's. And that's the first touch point of your relationship with someone. And so from like a. Even just a branding perspective, I don't. I don't like it, and I don't think you need it.
- [32:10]
Yeah.
- [32:11]
And I think. I think the. Where we're moving forward is. Is maybe this is just the way my personal algorithm on Instagram is geared. But I see so much content from people talking about human relationships and how they're formed from a psychological level. And it's a basic human need to feel heard, to be understood, to feel like someone gets you, like you're. That's something you need from your partner, from your friends. And the best relationships you have are usually from people that get you on the deepest levels. And I think as experts, influencers, and content creators, we tend to speak so much from the expert point of view, our point of view. Let me talk about my solution. Let me talk about. Let me tell you, teach you things you're not aware of yet. And I think if we can flip that a little bit and get into their perspective, say, I understand you. I see you on the deepest level. I know exactly what you're doing, what your thoughts are and what your emotions are. And it's normal. It's almost therapeutic. Your content almost becomes therapeutic. And you start off the relationship with this deeper connection to your audience. But it's a connection, but also demonstrates your mastery of your craft. And when you can combine those two together, you're not standing out because you're making a big, bold promise. You're standing out because you're communicating to someone in a way they've never been communicated to before. And you're doing it in your own unique way, basing it off of your own unique experience. And that right there, to me, is the most powerful way, because it's going to sound different than everyone else, because it is you. But also, I do honestly believe that whoever can get to the depths of what someone's going through the quickest is going to be the one that stands out the most. And I. I've been seeing that in my own brand for about the past year.
- [33:52]
Yeah, same, same, same, same. I love that. And I think that's a great. A great way to end this amazing conversation. So, Brandon, thank you as always, for just coming in, sharing your heart, your wisdom. You know, you give so much. Please let everybody know where they can learn more about you, learn more about your offers, learn more about ways to. To dive into your unique methodologies and your IP and your strategies and where, of course, can they follow you, watch you, listen. Good stuff.
- [34:21]
Yeah. So we have a podcast called the New Generation Entrepreneur, and we just talk about all of this stuff, like how to create really great content, how to create really great messaging, and. And all of that good stuff. So if you love this conversation, you will definitely love, love the podcast. And then my Instagram is I am Brandon Lucero. Just head over there I am Brandon Lucero. It's L U C E R O as High spell Lucero. And then we do have a three day training coming up pretty soon, but all the links and all that stuff when it's, when it's about to be released will be over on Instagram. So just head over to I am Brandon Lucero on Instagram and all the links and all that stuff will be available when it's ready.
- [34:55]
Amazing. And we'll make sure to add those links in our show notes as well for just a quick little clicky, the click for you guys. And again, thank you so much, Brandon for being here, for sharing all of this goodness. I took so many good notes for our show notes. Can't wait to share it with our community and our, our email list community as well. And for those that are listening, if you had any strong takeaways, any gleams, any aha moments, anything like that, feel free to slide into Brandon's DMs. My DMs, just let us know what that takeaway was. That always allows us to deepen our own concepts and to understand you more deeper and to be able to provide really the things that are going to move the needle for you, which is the intention of people like Brandon and myself doing the work that we do. So we would so appreciate to hear your feedback on that. And again, thanks so much, Brandon for being here.
- [35:40]
Thank you for having me.
- [35:44]
Julie Solomon
As always, thank you so much for joining me today and every week here on the Influencer Podcast. If you're wanting to dive deeper into the topics and discussions that we have here, I would encourage you to head over to juliesolomon.net and sign up for my weekly newsletter. It is in our amazing newsletter community that we are able to really support you on a much larger scale. And I love to do a ton of amazing things that I send inside your inbox every single week. So just head over to juliesolomon. Net, you'll see a little spot there that you can add your information in.
- [36:18]
Brandon Lucero
And you will get on the list.
- [36:19]
Julie Solomon
And start receiving all of that good stuff.