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OK, but I'm not an expert.
Call number 1 888
written by miracle 10.
OK, here are the ideas
we're going to be
covering in a two part series.
Why an expert finding
your expert niche
staking a claim
using something she
calls the authority
architecture.
How to market your expertise.
And to create a
marketing campaign.
It gets pretty deep
into that stuff
towards the end of the book.
All right, so let's first
make a case for expertise.
You know what?
That little dot is right there.
That's how you might feel
like an insignificant speck.
And you're sitting
there thinking,
you know, I want to
speak, I want to write,
I'm going to create,
I want to sell,
but the problem is, Chris, I
don't have enough experience.
I'm not an expert,
I don't want to be
considered an
expert, it's yucky,
all those kind of things.
I don't have a ton of
amazing client testimonials.
And if I make something, no one
will listen or care about me
and I can't see you right now.
But I bet you if you
threw an emoji right now,
we'd all feel like who's
in this boat right now?
Who's feeling this?
Just throw up an emoji.
One, two three.
Or maybe all of these things.
OK, so let's start off with
the definition of what it is.
An expert who can be
considered an expert.
An expert is someone who is
acquired knowledge and skills
through study and practice
in a particular field
or subject, such that
their opinion this
is the important part.
Their opinion may be helpful,
in fact finding problem solving
or understanding of a situation.
It's taken from the
business dictionary,
which is cited inside the book.
And so like, you know,
expertise is relative.
Like somebody gets to
decide that your opinion
is going to be helpful.
It's not necessary
for you to decide,
and an expert is
someone who knows more
than the next person.
OK, so there's
this thing, and I'm
going to just pause
real quick here.
You guys know what qualifies or
constitutes as an influencer.
Look, how do we know
we're an influencer,
does everybody know, according
to like, widely held beliefs,
what is it influencer
and what's the difference
between an influencer
and a micro influencer?
Let's see here.
I'm going to stop
this real quick.
Anybody know who without
looking it up on the internet?
Anybody at all?
Somebody here knows.
Come on.
I do.
OK, I see I see hand one
hand from Jennifer, Jennifer.
And I guess the
one that I've heard
is that, like an
influencer is somebody who
has influence and other people.
Generally, people talk
about content creators
on social media.
Micro influencer has a
very small niche influence
that it can still be
valued by companies
to work with because they
target a specific audience.
OK, very good.
Very good.
I'm now looking for a numerical
difference like how do we know?
Like, how does the
internet define
who is qualified to call
themselves and influencer?
OK, I heard another voice,
but I couldn't see hands.
Oh, it was me.
OK go ahead, Peter.
I thought it was a woman.
But go ahead.
Oh, sorry.
Your high pitch this
morning, OK, I get it.
Go ahead.
Yeah influencers, usually
when I've asked agencies,
they're usually valued at
like 500k followers plus
and then micro influencers
are anything below that.
The numbers depend
from person to person,
but generally it's
around the 100k range.
Very good.
OK that's kind of answer
I was looking for,
although not correct.
Beautiful thank you, Peter.
Now there was a
female voice in here.
I couldn't spot
you quickly enough.
Who has another guess at this?
I'm looking for a
number and you're both.
Now we're getting very warm.
Jennifer kicked us off.
Peter took us closer.
Somebody take us home.
OK, I see it.
Kia as your hand now.
Here I was writing in
the chat, I'm sorry.
Ok? don't worry, sir, has
built trust with people.
OK, OK.
They do both do, actually.
This is very good.
OK let's try Bastian.
Hi, there.
First call for me.
In Germany, we count micro
influencers from 5,000 k
and upwards.
And influencer.
From 100,000.
OK, and we have
medium in between.
All right, beautiful, well,
first of all, welcome, Bastian.
I see you have.
I was like, you're
at the office.
How'd you get into office?
Ok? he's got the background.
Ok? according to the
definition, an influencer
has one million followers,
one million plus followers.
That's what constitutes
as an influencer.
OK Chandler's like
nodding his head.
Yep, yep, I do that.
And a micro influencer.
This is good news for everyone.
Yay 1,000.
1,000 Almost
everybody in this room
already has 1,000 followers.
Almost every single person.
And if you don't, I'll
help you right now.
Just do you me later, I'll
just give you a shout out.
We'll get you to 1,000.
OK, I want you to
get to 1,000 or so.
That means all of you qualify
as being a micro influencer.
So let's go back to sharing.
OK OK.
So, you know, this little
area in the middle.
I mean, annotate this, I
want this color, I think.
Let's here.
Oh, shoot.
I can't annotate on top.
Can I?
I do this.
Somebody draw in
that center area.
I don't know how come
I can't do it today.
You know, the center area
between the Venn diagram, yeah,
that area, that area is called
the sweet spot somewhere
they exist between
an expert influencer
or and a micro influencer.
OK so the expert has some
advantages in terms of reach.
They have a lot wider reach.
But because their reach
is so wide and so broad,
they have lower trust, lower
impact and lower engagement,
relatively speaking.
And then you have a micro
influencer that's all of you
basically with your 1,000
followers on whatever platform.
You have less reach, but
you have much higher trust,
impact engagement.
Does that sound about right
to everyone in this room?
You know, with your 1,000
fans, when you post something,
they care more about it, they're
more likely to trust you.
So according to a
study, the author
cites that experts have about
3% influence over purchasing
decisions based on the
size of their audience,
whereas a micro
influencer has 30%
And this is why brands
are interested in working
with micro influencers.
OK so do me a favor
and clear this thing.
Let's see here.
There I can clear it.
We're all drawings, there we go.
OK, so everybody,
you guys can do this,
so the spot in the middle
is you picking a niche
and being seen as a person who's
chosen to be part of that niche
and serving that community?
And it's just writing between.
So we're all going to
work on growing our reach.
But what we want to do is
maintain the trust, impact
and engagement from
being a micro influencer.
Now, of course,
there are exceptions
to all of this stuff, but
that's a general observation.
All right.
Samir talks about this thing
called the expert quotient,
and we're going to spend
some time talking about it
on this one diagram here.
So if you want to go ahead
and screen capture this
ahead of whenever we upload this
sucker, so in case you want it,
so there's three components
to making yourself an expert
knowledge and skills authority,
architecture and marketability.
OK so knowledge and
skills are the things
that you create and curate,
and it's defined and built
around your signature process.
We'll get more into that later.
OK, and I'll move all the
way to the right here.
Marketability is the
visibility that you
have social proof and the
number of assets that you have.
For us, it's a lot
because we create
a lot of content, media,
YouTube, podcasting, Instagram,
clubhouse calls, the list
goes on and on and on.
What we want to spend some
time are the three Bs.
The authority architecture
is built on the three bs,
build, borrow and be,
build, borrow and be.
We'll start with B.
That's the part where
you have certificates,
you have degrees
and you have achievements.
Now if you have a PHD,
a master's in a field,
you're considered
an expert already.
The problem is that
takes a lot of time.
And it's really hard work, and
many of us do not have this.
Many of us are career switchers.
We changed our mind about
what it is that we want to do,
and we could even be switching
verticals or horizontals.
And so we don't have
the required ingredients
to become or be the experts.
And so that's why that
part is grayed out.
What's more interesting is
to build and borrow part.
So when you build, this is
when you display your expertise
and you offer what you refers
to as mini transformations.
You're helping somebody
change to improve and to grow.
And as you do that consistently
over time in their eyes,
you're starting to display
the traits of an expert
and they might even
label you as such.
The borrow part says, well,
I don't have the expertise,
I cannot build it on my own,
so what I'm going to do is
leverage other
micro influencers.
That's when you
interview them, that's
when you collaborate with them.
So you're borrowing from
what influence they have
and just being
associated with people.
And the case is when I interview
Brian Collins or Marty Neumeier
and we talk about branding some
of their branding expertise
is shared with me.
So people are like, oh, Chris
talks to people about branding.
He has really smart questions,
even though I haven't
done big branding projects.
And that's how that works.
And you'll see that
there's then two tails
leading from those boxes into
you becoming seen as expert.
So that's how it works,
according to mirror.
OK so you build
and you borrow it,
and the more you build
it and borrow it,
the more you're
seen as an expert.
So I want everyone to take
a moment right now and right
in the chat.
Think about somebody that, you
know, present company excluded.
Think about someone
that you look up to
and you're like, that
person is an expert at x,
but you've never figured out if
they have a certificate degree
or they have any achievements
because they're using the Bills
and borrow technique.
They've interviewed
a lot of people.
Or they keep demonstrating
to you over time.
That they know
what they're doing
by helping you achieve some
kind of mini transformation
at this point, I'm
hoping that the chat
is going a little crazy.
That you guys can now
identify a couple of people
and then you're like, oh, I
see, that's how they did it.
And we'll save that
answer for later.
Whatever you wrote down.
OK whoops.
How to build expertise.
OK, so this is done
by you demonstrating
what it is that, you know,
through events, challenges
or live coaching, and I love
the live coaching part because.
It really like the
platform, clubhouse
allows you to do this to
really help people on the fly.
And this is why I would
love for more of you
to be actively participating
in clubhouse calls
to help you build
your expertise.
You can share and document
your progress online.
So many influencers
have said this.
Gary Vaynerchuk talks about
don't create document.
Austin Cleland talks about this.
The documenting
your work is a way
of it's like an
open, shared journal
that you're involving
in enrolling people in
and the author points out,
you notice how many people
are like posting
on social media,
how they're tracking
their monthly progress,
they're sharing
the income reports
and giving you behind
the scenes updates that
actually builds expertise
even when they don't have it.
A case in point, and I'd
even though I was doing this,
is I was sharing
things about what
was happening with our channel
in terms of its growth.
Now I'm going to try
to draw one more time.
I don't know if it'll
allow me to draw.
Format?
Yes.
Where's my pen drawer?
That line?
Can I draw, no.
Draw got.
One more time.
Oh, there we go.
I can draw.
Now All right, let me undo that.
OK Look at this thing.
This is from our
YouTube channel.
And so far, it's gotten
this is a lifetime, I think.
99 million views lifetime.
OK over here, you'll
see that we've
generated 327,000 lifetime.
So the channel for me when
I got involved was in 2014.
So in seven years, it's
earned just $327,000 so far.
And this is freaking crazy
1.4 million subscribers.
Now you'll notice here, I
just want to point out to you,
look at this general
area right here.
So we've been doing
this for six years.
So if I cut this right
here, look how many views
we didn't get the
first half of those six
years, the first three years.
And then look,
what's happened here?
OK people talk about when
they're making graphs,
the hockey stick growth, and
it usually looks like this
and it goes up like that.
But this is a wall.
This is like the wall
and Game of Thrones.
There's like
nothing too happens.
And then all of a
sudden there's a spike.
That's happening is
because of shorts.
Shorts are driving insane
amount of growth on our channel
right now.
And you see here
on the right hand
side over here this
list, the top 10 videos
ever from our channel and
you'll see how many shorts are.
Here's one here's to.
3 and 4 and 5.
So five of the
top 10 videos that
have the number of views on
our channel come from shorts,
and we only started
making shorts, I think,
2 and 1/2 months ago.
Look at this here.
16 million views, 10
million views prior to that,
the next best was 3.5.
All right.
All that is to say that I'm
sharing my progress with people
in real time and I'm
documenting as I go
and sharing very openly
and transparently.
And then sooner
than later, people
are going to start to
think, I'm a YouTube expert,
even though I'm not.
So I wanted to spend a
little time just sharing
that with you.
Ok? does anybody have a
question at this point?
Go ahead and ask it.
Just unmute yourself and ask.
Although we're going to move on.
Miriam has a question
where she wants
to know what made you think
of doing shorts recently?
Yes, thank you for
asking that question
and thank you for
voicing that for her.
The reason why I
started doing shorts
is because I was talking
to Brian Brian Elliott.
He has a channel called
Behind the brand.
And he and I were talking.
He said, Chris, what
can I do for you?
You've been so helpful.
I'm like, I don't know.
He goes, because you got
to get on the shorts thing.
I've been interviewing
a bunch of people
that I tell me to get on shorts.
And he told me, like, why did
I need to do the next day?
I told the team to
do it a week later,
we're starting to
release shorts.
It's just that simple.
Somebody has an idea.
I didn't even know if it works.
They tell me what the parameters
are, and we just do it.
And you're going to hear this
as a consistent theme for me,
the single biggest
indicator predictor
of success for people
inside this group
is people who take
action period.
So if you're new to this group,
if you've been in this group
for three, six, nine
months, whatever the time.
I'm going to tell you
right now, whoever
takes more action in the next
person will exceed their goals.
It's that simple.
So Brian Elliott tells me
something I don't know anything
about them, like shorts here.
I heard about it.
Should I be doing this?
He's like, just do it.
I'm like, OK, I
got the team on it,
and we did it for
about three weeks
with not really good results.
And then all of a
sudden it went haywire.
And I've talked
about this before.
OK all right, any other
questions before I move on?
I got one.
OK, I know what to do
since I can't see you
because my sponsor.
You know, I'll stop the share.
I'll just do that.
Ok? can people raise
their hand easier?
Because I see people raise
their hand and people
start talking at the same time?
OK, let's do that.
Thank you very much.
Analyst so, peter, go
ahead for your shorts
because they're so successful.
Are you going to start cutting
back on the medium form
content like the 5
to 10 minute videos
and make longer ones to
create shorts out of?
You know what?
We have over 1,000
videos, Peter.
I don't think we're going
to get more of an audience
by making more videos.
We have to give the
algorithm what it wants.
So the team all
has almost entirely
stopped making long form content
and focusing all on shorts.
We have enough
shorts now, I think,
to last two months
without cutting
another video because
they're only a minute long
and they're leading
to the crazy growth.
I'll give you the York press,
well, how fast are you growing?
We've increased by 1,400.
OK let me put the
numbers in perspective.
On any given day,
prior to doing shorts,
we'd get about 400
new subs a day,
which to anybody here in
this room, we're like fudge.
That's more than views
that I get right.
I get more subs than
you get views, ok?
But today we're getting about
5,000 to 6,000 subs a day.
Let's put that in
perspective, that's
more than what we got in the
first two years combined.
We get more subs a day than
the first two years combined.
Yeah, undressed.
Yes, it's sick right now, ok?
So this is what I do, when
somebody stands outside
and they say free gold, I
don't really ask them how long,
what's going on, what
kind of equipment?
I just get the gold.
And I get it for as long
as I can get it because I
know it doesn't last forever.
I don't question it.
Let's just go for it.
So, peter, go back to you.
What about has the
negative reaction
to some of the shorts like,
for example, the ones,
they're really fiery
in the comment section.
Like, have they negatively
impacted you at any way at all
because it's like taken out of
context of the whole, you know,
video.
Yes Yes.
OK, so Peter is saying something
that's really important.
And it actually really
ties into our conversation
today, which you're
going to see if you
don't know what I'm talking
about when we cut shorts.
It's just shared
with a lot of people
organically on your mobile.
I have no control over that.
Google just takes over.
And so a lot of times people
have no idea who we are
and what we do, what we stand
for, and they see a clip.
And there are a lot of
clips where I say stupid,
like dastardly things
like, I'm just not nice
and they just go to
town, they rip me apart.
Most like reading this
with me, and we're
like laughing for
like 30 minutes.
Like he's, oh,
here's another one.
Look at this one.
He said, you just
called you a douchebag.
OK one person said,
I don't trust anybody
with a polished head
and that is nonbinary.
That that wears lip gloss.
I'm like, OK, I
guess you're right.
You're entitled to your opinion.
So they are just me apart.
They're they're making
attacks on the way I look,
the way I dress anybody, any man
that wears earrings you cannot
trust.
I'm like, cool, OK, says you.
And then they're
attacking Melinda.
It's just it's vicious.
It is spicy and spicy.
Is not even the word, guys.
It's racist.
It's homophobic.
It's ages.
It's everything you could
ever ask for on a troll.
You know what I do?
You know what to do with
hot and spicy things.
I just put on a taco
and I just eat it up.
I do even care.
I'm just reading them
one after the other.
You know what the
best revenge is?
The more they
comment, the more they
get served the same videos.
So now they're angry and they
keep commenting like, why?
Why is this guy all of my feet?
I'm like, I don't know.
I have no idea why
I'm in your feed,
but you can keep doing
the negative comments.
It's good by me because
all I care right about now
is subs, views and revenue.
What more do I want?
OK, so you have to like,
develop really thick skin imo
and I are planning to have an
entire clubhouse call where
we just read the nastiest,
meanest comments ever
and I'm going to
respond to all of them.
And he's like, Oh man, the
way that you respond to.
It's just a lesson in
how to respond to trolls.
OK, so peter, all that stuff
is driving the algorithm crazy,
and I'm letting
most of them live.
There are some horribly
vicious attacks on Melinda.
I usually delete those
when I can catch them,
I delete them because
I can take it.
All right.
They say the worst
possible things.
OK all right, so
it hasn't hurt me.
OK, I focus on the
people who show up,
not the people who are
angry about not showing up.
And you know what's crazy?
The trolls actually watch the
longer videos and the comment.
Here he is again.
I'm like, oh, so now you are
actually looking for the video.
Wonderful OK.
Cue up to you.
Now you're meeting,
what tweaks did
you make you say you quickly
made some tweaks, what
were the tweaks?
OK, the tweaks are the videos
have to be under 1 minute
and Brian told me they
have to be 59 seconds.
Not like, don't even risk
it because anything that's
close to minute, he says that
you two adds a little metadata
to it, and if it's
over a minute,
it will not be
considered a short.
Number two, you have to
actually use the hashtag Short
for it to know because it
can't tell if it's shorts,
even though it's vertical.
So it's a vertical.
Video and the team
had to learn how
to tell a really quick,
self-sustaining story in one
minute.
And we found that
the highest engaged,
highest viewed videos
are things where
I make people really angry.
Like, there are angry, angry,
if you were just curious,
just go check it out.
It is bananas, guys.
All right.
And it's usually like me telling
somebody they're not worth it
or not like they're too cheap.
Get on my face.
There's the door.
All those kinds of things.
I don't.
Out of context, I sound
like a terrible person.
I admit it.
That's why I'm not even
angry at the response.
At first I was angry.
I'm like, you stupid?
Don't you know what I
do for the community?
Like, oh, watch the video.
I'm like, I am a jerk.
All right.
So like, you're a jerk.
I can't argue a
kid out of context.
I can't.
That's how I respond to them.
OK, Carol, your next.
My question is two parts.
I wonder if the shorts
damage your viewership,
I know that you've got lots
of subscribers and lots
of hours of viewership,
but for people
that haven't because I've heard
from people who've got round
about, not that I've
got anywhere near this,
but around about 60,000 subs.
And when they
started doing shorts,
it just knocked the guts
out of their viewership.
Yeah, I can't I can't
say because there's too
many variables size of audience,
topic delivery of the short
itself and the 1 minute.
Brian's the guy who
told me to do shorts
and his shorts
have not taken off.
I know YouTubers
who have not been
able to create content that
is performed well in shorts.
We can't figure it out.
I don't know what's
wrong, and I don't
know what the short answer is.
OK I like that part.
Yeah so you know, Hector Garcia,
he did a clubhouse call with me
recently.
He's a CPA.
He's in this group
and he's like, Chris.
I've taken the plunge.
I dropped my first short.
I'm like, you know,
God bless you.
Let's see what happens there.
Just the internet
trolls are coming out.
They will come out.
So what I would tell you
to do is try it for a month
without judgment at all.
Like when we first did
it, the guys, we literally
had a meeting about
this and they said,
Chris, do you want us to
continue making shorts?
It doesn't seem
like it's working.
This is about three weeks in and
I told them, let's keep trying.
Let's just keep trying.
And sure enough, like that
weekend, it just went.
You just went bananas.
Right, and you've heard me
talk about this before the dip
where everybody quits
because it's hard
and it's not working out.
And we would like look at
the videos like, you know,
I think it's the wrong title.
Let's change the title here.
Because that's all
you got, you got
you got a little vertical
sliver and a title,
and then they decide
based on the image,
whether or not they
can click on it.
If they do and enough people
do that, you're going to win.
OK, you had two
questions, right?
Well, my second
part really, I think
you have answered because I was
going to ask, you know, is IT
industry specific?
So I'm in coaching?
Is it appropriate for coaching?
I'm not going to be
shouting or anything
or ranting on mine, that's
just not my approach.
I'll tell you what.
This is not me trying to get
an extra view out of you,
but go to our channel.
Watch on the shorts and sort
by most popular and you'll see.
Though, when we drop
a long form video,
if it gets 20,000 views in
day one, we're just thrilled.
We are thrilled when a
short gets and when it hits
and they don't all hit
because we have a lot of them.
It's getting hundreds of
thousands of views a day.
Quite literally, sometimes
when one goes viral,
it's like it's already
had a million views
and it's been a couple of weeks.
It's bananas.
OK, so I would
encourage all of you,
whether it's on YouTube,
LinkedIn or anywhere else,
whenever they offer up a new
feature to just go for it
and see what happens,
it's your best chance
to grow an audience really fast.
And I just think, gosh, and
people say this all the time.
This This channel deserves
more views and subscribers.
I agree.
Short of spending a
ton of ad money in it.
This is like amazing,
this is even better.
So I will take a pause on
creating long form videos
because there's enough
long form videos out there.
We have no shortage of them.
OK OK, thank you.
Good luck.
And if you have
questions, let me know.
Let me know in circle,
OK, and I'll help you.
And if enough people ask,
I'll do a clubhouse call just
on shorts.
All right, Tim, your next.
Hey, Chris.
I was just curious if you
and the team at the future
are cutting down your
long form content
and turning them into the
shorts when you're using them.
And then the second question
is, do you have any hesitation
based on the overall feed and
the aesthetics that happen?
Because when you put shorts on
there, it's vertical and short.
Yes OK.
Number one, yes, we are and
the best way to make a short
is the look at your
highest viewed video,
look at the engagement
graph, it usually drops off
and then there's
like little spikes.
The spikes are where you
should cut the shorter round.
OK, so when it's a retention
graph, not engagement graph.
So if you guys get
into your analytics,
you'll see a retention graph.
And when it spikes
back up, it means
that somebody rewound
it and watched it again.
And the bigger the spike, the
more times they rewind it.
And we almost know I can almost
predict when they rewind it.
When I say something
complicated or when
I put up a graphic on
the screen and they're
trying to follow
all the parts, they
will rewind and watch it again.
And if you think back to like
how you watch YouTube content,
it's the same way.
If somebody says something
like really smart,
a smart, pithy quote and
you're like, wait a minute,
I got to get the phrasing
that was excellent.
The way was said.
A magic tricks people
who fall down stairways,
I bet you the engagement
graph of the retention graph
spikes every single time because
they rewind it and they watch
that part again.
That's telling you
that the audience
likes that part or that
part was intriguing to them.
So go in and clip
that part and try
to make a stand alone video.
OK, so we're fairly lazy,
we just take the hits
and we recut the hits.
It's like remixing the
number one singles.
That's what we do.
OK, I hope that helps now.
Number two, am I concerned
about the aesthetics?
Zero I give 0 F's
about the aesthetics.
I care about channel growth, ok?
It could be the most beautiful
feet, but if we're not growing,
we're dying.
That's just my take.
Somebody like Matthew
would probably
struggle with this because
it doesn't look beautiful.
You can't control the thumbnails
on the phone you can't control
on a desktop, but I don't
think anybody is really
watching shorts on desktop.
It seems like a weird thing.
YouTube just picks
the thumbnail for you.
So I don't even try anymore.
We were spending too much
time designing the thumbnail.
OK Andress.
I have some questions
from the chat.
Do you mind if I
ask them, please?
OK so I have three.
And the first one
is from Miranda.
Do shorts need a long version?
Oh I don't really think
about it that way.
I think shorts are
their own animal.
And if you track
how you're consuming
video and content
online on Instagram
with reels and on YouTube.
Create how you consume.
I'm starting to get hooked
on these little short clips.
It doesn't demand
too much of my time.
I can have a satisfying
conclusion to something
pretty quickly.
And the algorithm tends to feed
me more of what I want to see.
So if you want to go back
and say, that was a hit,
I'll make a longer
video go for it.
That makes a lot of sense.
OK, next question, Andres.
Chad Cox asks, can you start
a challenge starting only
with shorts?
100% There's a grandma
who makes videos
and she has like a
million subs now.
I'm forgetting her name.
Something, Lindsey.
Her name is Linda.
And she goes by ninja like
Ninja and Linda put together.
She's a grandma who cooks.
It's hilarious.
I think it's made from
her, her grandchildren.
It's just it's hilarious.
Asian woman.
Cooking show, it's
a friggin hilarious,
they have a funny grandma.
OK, next question undress,
Miriam asks Chris,
what's the follow
up to the shorts?
Shorts are great
bit-sized teasers.
Can I use shorts to lead
people to the articles?
I'll be publishing.
Yeah, 100% As everybody
knows, the name of the game
is built on audience, right?
Once you build your audience,
you could do whatever you want.
So if you use shorts
to hijack the system,
the algorithm kicks in and
you get 10,000 1,000 followers
or subscribers on
your YouTube channel.
The create the long form
content, the content
that's really meaty.
And then in that video, you can
drive them to somewhere else.
OK any other questions?
Well, good.
OK, I got one more from.
If you don't mind.
What is the ideal
size for shorts?
Video video any specific
and vertical format
has to be vertical.
It has to be vertical.
Has to be under 1 minute long.
I would just cut it to
be under 59 seconds.
And if it's 40
seconds or 15 seconds,
that's OK to make a
satisfying piece of content
under 59 seconds and you can
do it and you're like, wow,
that's really challenging.
But think about it.
We've been consuming 30 second
commercials for a really long
time, and many of
them could go from 0
to 30 seconds can make you cry.
So it is possible.
You just have to be
very disciplined.
The shorter something is, the
more disciplined and skill
you have to have.
That's it, vertical
evening captioning.
Right captioning is a
pain in the butt to do?
OK, Dennis, you're up.
Last question.
Hey are you planning to use
subtitles on your shorts?
There's the question one
and the second one was,
are you planning to use these
shorts on different platforms
like facebook?
Very good question.
Number one, we're not doing
any captioning right now,
it's just too much
trouble for us, right?
The shorts are just
doing their own thing.
They're just racing away, and a
lot of the shorts that I watch
don't have captioning either,
so I'm not going to sweat it.
Now YouTube has
default captioning
it's not 110% accurate,
but it is there
if people are visually impaired.
And number two, are
we repurposing this?
You better believe we're going
to repurpose the hot ones.
I have yet to post it on my
feed because I'm like, oh,
it just one thing at a
time for me, but I will.
I believe Mark is taking
some of those shorts
and posting them on TikTok.
So I guess we're TikTokers now.
I don't even know
what we're doing.
OK, so some people are
finding us on YouTube
because they saw us on TikTok.
They're like, oh, I
saw you on TikTok.
I'm like, well, OK.
It's nice to have a team,
it's all I'm going to say,
I can't do the work on TikTok.
Who's that?
Are you rich?
I've never, I've never,
I've never on TikTok
and I found you on
TikTok and here I am now.
I'm like, deeply
embedded into the beast.
See, it works.
I don't know what
we're doing it.
It just works.
Yeah, it's like
omnipresence, right?
You're everywhere all the time.
OK, now let me go back
to the deck at hand here.
Thanks for asking all
those wonderful questions.
Everyone share that.
Go back to keynote.
All right, so what
I do oftentimes is I
share in public, I tell
people how much money
we're making, what deals
that just happened,
what deals we may lose and
doing all those things.
And talking so openly about
it and sharing my process
and progress with people.
They're going to assume and
make this assumption that I'm
an expert at something.
All right.
The reason why you should
do any of this stuff
before we get into
all the tactics
here is because
here are the five
things that Meyer
talks about, which
is word of mouth advertising.
When you're seen as an
expert, the ability for people
to tell more, tell
other people and share
what it is that
you're doing, point
to a piece of your content.
Content helps your word
of mouth awareness.
OK, word of mouth advertising
is super important.
It's probably how 90%
of you get your leads
because other happy
clients tell their friends.
It helps you with
drawing a bigger audience
to generate leads into the
top of the funnel awareness.
It helps you have a leverage
in the conversion process,
so you'll see that it's
easier to close clients.
And this is an
argument and criticism
that we get a lot on our
channel, which is easy for you
to close.
The clients show up because
they're looking for you.
Duh that was the whole point.
That's the whole
point of specializing.
That's the whole point
of being visible.
There's the whole point of
why I spend most of my days
making content
because I want them
at the point in which they're
reaching out to already say Yes
to themselves.
So that's why you want
to be seen as an expert.
It helps you to set yourself
apart from other people.
There's a bunch of
amateurs out there,
so the experts going to be
the one that sought after
and it's going to be easier
for you to create partnerships
and to collaborate with people.
And that's what's
happening right now.
So the top two illustrators
might be like, yeah,
let's work together.
Whereas the unknown person,
the person who doesn't put out
any content who
is not seen, it's
going to be much harder
for them to collaborate.
And of course, you
can charge a premium.
Experts don't have to compete
on price, not as much.
OK, well, now we get into
like, what's your expert niche
and finding your thing,
your thing, you know,
so it looks something like
this to find your thing.
It's a combination between these
two things your target market,
which is your audience
and your expert niche,
which is your specialized
offering to that audience.
So what do you do for that
audience specifically?
OK now, I'm just
trying my best to teach
what is in the book itself.
I may cover things that I
don't necessarily agree with,
but I want to be faithful to the
original document, if you will.
So I'm just sharing
with you what
I read, not my editorialize
opinion on top of it
as much as I can.
So here's what it
looks like your expert
niche is in this Venn diagram.
Now there's three components.
There's part the
audience and the market,
and right in the middle or
marketplace, I should say,
is your expert niche
and you're looking
for a hungry market
that's actively
looking to get help
from someone to solve
a very specific problem.
And your ability to deliver a
solution to that set problem.
Is your expert ngige?
OK, you're looking
for a hungry market.
That's looking
for help right now
to solve a very specific problem
and how you dovetail into that.
How aligned you are and what
you offer and what they need
is your expert niche.
And there's a
worksheet that we're
going to be doing
together in a little bit.
OK, so let's talk a little bit
more about the audience part.
The three components,
the audience,
they're actively looking
for solutions like coaching,
consulting masterminds, live
events, workshops, conferences
and products.
Physical and digital.
They see that they
have an urgent problem.
That needs to be
solved right now,
there's the dire
sense of urgency
that they're having,
like right now,
I need to solve this
right now, and many of you
are in this boat right now.
Perhaps that's why
you join this group.
And you're looking for the same.
That's your audience,
the marketplace,
you want to have a
marketplace that's
robust enough to support you.
And so Mira talks about this.
Are there others?
Are there other
experts in this space
who are already successful?
That's a good sign.
So you're looking for a
marketplace that's big enough,
and she recommends
doing this thing where
you check the
keyword search volume
and you can use answer to
the Publix or Uber suggests.
So type in your keyword
and see what comes up,
you can find how many
people are looking for this,
so it's a little tick.
Keep refining the keywords.
Does that make sense if
they're only 10 people
looking for this
keyword, not a good idea.
Hundreds of thousands.
OK, that's pretty good.
Millions, yes, it's big enough.
The you part.
This is the part it's a little
light and fuzzy in the book
itself about why you
want to be an expert
in this particular field.
So there's a couple of things
that she says to ask yourself.
And they revolve
around this idea,
but are you committed
to doing this?
Are you passionate
about doing whatever
it is that you want to do and to
be an expert at the next three
to five years?
And are you passionate about
the clients and communities
you get to serve?
So if you like doing something,
but the clients that you serve
suck and you don't like them.
This is not it for you.
So you have to like what
you're doing and you like,
you have to like the people
you're doing it for or with.
Couple other things
like do you already
have an ability to
reach this audience?
If you're already known for
it, this is a good sign.
And the last one is,
is there an increase
in demand for this thing?
If there is.
It's a good sign, so for me.
There is an increasing
demand for digital marketing,
especially in social media.
I don't see that going in
the opposite direction,
so if you create something
to help people build
a personal brand, how to
make marketing funnels
and to drive new leads and
to help them become prospects
and then convert them.
You're going to be in demand.
If you create software.
Anything web related
is in demand.
So look for things
that are growing.
So that you can
tap into the trend
that's happening right now.
Ok?
a couple other things.
We've heard of this before.
The opportunity gap and
when we can find something
that's poorly served
by your competitors,
that's an opportunity.
OK, so here's the worksheet.
That I'm going to share
with you after this.
This is kind of hard
to read, I'm not
going to read all of this,
just screen capture this
and later on, I'll export the
PDF and you can work on this.
I just reformatted free
downloadable from Mira.
So while your brainstorming
about the different nations
that you want to get into
and you can have as many
as you want, you're going to
answer these questions as you
go and hopefully they
start to give you
some insight into what
you want to focus in on.
OK, and I'll read some of
these things a little bit.
So everybody had a chance
to screen capture this
because this is what I
would want you to work on.
OK, we've been down this road.
So many times, but I imagine
when I'm 85 years old
and I'm running the group.
As a great grandpa, somebody is
going to say, Chris, I want to,
I want to be a generalist.
Are you sure specialization
has its advantage?
And I'll still be here
seeing the same thing
with my dentures.
You do want to specialize
because it reduces competition.
You want to become
the obvious choice
for whenever somebody is looking
for what it is that you do.
Of course, you want
to make more money,
you want to get
that price premium.
And when you're
specialized, it's
easier to focus
on your marketing
and speak clearly to a
hungry market as opposed
to trying to be all
things to all people.
OK somehow, I feel like my
slides may be out of order
here.
Let me just double
check real quick.
OK.
Maybe it is, maybe it isn't.
OK, so this is the next
part staking claim,
so you find your expert niche.
You did the worksheet
and everything.
And now we're moving
on to how to claim it.
OK, so a couple of ideas
here about knowledge,
people who have knowledge
feel more confident.
And if you're seen as
someone who has knowledge,
you're more credible.
So what we need to do is we
have to work on building up
our knowledge base.
And you've heard this before.
Hey, man, create
high value content.
And it's kind of
soft that definition,
so she's talking about like
high value content changes,
the perception and mindset of
the people you're talking to.
And you helped them to
go from I could do this.
To I should do this,
and here's how.
Another idea from
the book, which
is, what about this
idea of originality,
like, I don't have
anything original to say,
well, you've heard me say
this before, everything
has been done that
all you want to do
is add to the body
of the literature.
Add to the body of literature
that exists in the way
that you do this, you find
a way to differentiate
yourself to add a new angle.
OK, I'm going to just take
a quick stop share here.
I realized something.
This morning.
I read the book.
And the subtle art
of not giving an f,
I finished this
book pretty quick
read, I do recommend
this book, but this book
isn't that different than.
This book.
It's just a different style, and
this book is not that different
than I don't have the book
right here next to me.
The compound effect by
Darren Hardy and that's
not that different than
from grit to great.
And so many books
about perseverance.
And that's not that
different than the book,
the obstacles the way.
In fact.
I think they're
all the same book.
They pretty much
say the same thing.
They even have overlapping
stories, believe it or not.
But how can this
be a bestseller?
How can the obstacle
is the way be at best?
How can this book be the seller?
Because the authors
have realized something,
there's nothing new.
There's just how I say it.
So all they do is they add
their point of view to it.
And when we can free ourselves
of this idea of originality,
it's a horrific idea,
it's like a cancer to me.
Then you'll be free to create.
Like, I'm sharing an unoriginal
idea on top of unoriginal ideas
today we're talking
about, but I'm not
an expert, which is a lot like
a bunch of different books
I've read already.
Right, and you're here,
you're all tuning in,
you're paying good
money to be here.
Why?
because you want to hear
me talk about a book.
It's my POV.
And if I can do it.
Surely you can do it.
OK that's what
I'm talking about.
It's all the same
books, and I've
read probably six or seven
books now in marketing,
all very similar.
All of them have
said the same thing.
And here's the shocker.
Ok?
this is a spoiler alert.
All the books I've read in
marketing say the same thing.
Specialize, serve
a small audience.
Every single one
of them, I have not
read a book that
said the opposite.
Yet here we are.
85 of us, I bet you there's
50% of us in this room, like.
But I think I should generalize.
I should be a generalist.
But the audience is too small.
Like, that's like, you're
going to make enemies head spin
around in a circle.
Every single book and
then they cite one book.
Range, I'm going
to read that book.
Just so I can just
throw up all over it.
But Blair ends and David Baker.
They hate that book so much.
They're saying that that's
like intellectually dishonest.
It's vile to them.
It's the one book.
And they say, even if
you read the full book,
it actually doesn't say
what you think it says.
OK back to sharing.
So everything's been done
just fine, your angle, that's
it, that's the whole trick.
Find your angle.
She talks about content lovers.
OK, so these are prompts
for you to create content.
No one and anything that's
three of these, I think,
breaks sacred cows.
That's myth busting
to do something
that goes against the grain of
popular or conventional wisdom.
So challenge the sacred
cows, I would say slaughter,
but that's so
bloody in the mind.
But just if everybody
says specialize, you can.
You could be the one person who
says generalize if you want.
Whatever conventional
wisdom is, go against it.
So for us,
conventional wisdom is,
well, this is how you
learn how to design,
and designers and
creative people
should not be taught about
marketing and business
and sales and negotiations.
Those two worlds should not mix.
Conventional wisdom says
online education, distributed
via free portals like
Instagram and YouTube,
can't be effective.
They cannot be effective.
Well, I'm going to
challenge all those ideas.
You can't pay teachers well.
In America.
No, you can.
Number two.
Have a clear point of view.
OK time and time again,
we're going to be right here.
You have to take a stand.
By virtue of standing
for something,
you have to stand
against something.
So you're going
to be polarizing.
Umm snappersk, our friends
make enemies gain fans.
Only way I know
how to gain fans is
you're going to
make some enemies,
I don't set out to make enemies.
But the more passionate
I am about my fans,
the people who I care about.
The anti-fan is
going to hate me.
That's just how it works.
I'm OK with that.
So she warns that if
you don't, if you're not
able to back up your claim,
it's going to sound like a rant
and it's OK.
Virginia, start
working on your ability
to substantiate your claim.
Talked about this already
fill an opportunity
gap address, frequently
asked questions
that should say being.
That's Oh no, that's
OK, that's been ignored.
OK I saw Sean, Sean Scannell
talk about this on his channel,
he says, ask so
what you want to do
is answer a specific question.
Answer a specific question.
And you can use all
those search tools
to find out what questions
are being asked a lot.
And then find the answer,
and if it's not satisfying,
that's an opportunity gap.
So for us, six years
ago, I typed in branding.
Horrible answers.
I knew that was an
opportunity gap.
So I started making content on
branding as odd as it sounds,
in 2014.
There was not a lot of
great content on branding
on YouTube, at least.
So now we dominate.
We're where many
videos in the top 10.
OK, next idea that
she talks about, which
is mid funnel content,
right, everybody's
familiar with the funnel.
In order for you
to get customers,
it starts out really
wide at the top
and it goes through six phases.
So she's sick at any one time.
When you're creating
content, there
are six types of customers who
show up six types of people.
I should say the stranger,
the reader to subscriber,
the engage subscriber, the
customer and the advocate.
At any one point in time.
All of you here are, I believe,
engaged know your customers.
But on clubhouse, it could be a
stranger, a reader subscriber.
OK, strangers
never heard of you.
Obviously, a reader has heard
of you, a subscriber or someone
who's new to your list.
And this is where it gets
real, interesting and engaged
subscriber is someone
who has a brand crush.
And they like your style.
Your style being the way
you deliver the message,
your voice, the aesthetics.
Like Matthew, is a
very distinctive style,
so his fans are in
love with his style.
And once you get into
advocacy and customer now,
they become attuned, your style.
So let's move on here, so when
you have mid funnel content,
this is where you need to really
to push and capitalize on this.
Things like challenges, email
sequences, webinars, workshops,
newsletters and emails
nurture sequences
because they're
already here, they're
already shown up for you.
So what can you do?
To drive engagement.
And she's talking about email
is still the most powerful way
to engage your to interact
with your engaged subscribers.
And they're in a state
where they're still
discovering more
about the problem
that they came to
find a solution for.
And how you might fit into that.
And all you have to do
is think about yourself
and why you join this group.
What triggered you to we'll
push you over the edge?
You were you obviously
have a problem.
Maybe some of you
are just like feeling
like you don't have
community, and it's
a very isolating experience
to be an entrepreneur.
Maybe you want to find
others that are in your space
have more experience than that
was the trigger, as many of you
said it was just to
get more access to me
in the content that's in here.
Appreciate that.
And so what you
want to do is create
content that Spurs
dialogue and conversation.
And the critical part
is without being salesy.
It's on a clubhouse
call yesterday.
It's going pretty good
until they got super salesy
at the end and I had to leave.
You don't have to pitch and
sell everyone all the time.
OK, and how do you develop
more of your expertise
because you have to be
able to back up your claim
is to continuously learn,
and that's a commitment.
And she talks about being two
steps ahead of your audience,
that's all you need to
be is two steps ahead
and I would agree
about with that.
One step is OK two, but
2-step sounds pretty good.
That's a good lead.
So of course, you have to
read books, listen to podcasts
and read industry blogs.
And she says that they're
unlikely to read your audience.
Because if they're
already reading it,
they won't find it from you.
They'll just take that source.
So here's our plan identify
experts in your niche.
OK you already found your
niche, theoretically,
you're going to create a
list of 5 to 10 experts
and you can consume
all their content
and join their email
list, so if they
have podcasts, search
for them on YouTube where
they're being interviewed.
Anything that you can
get your hands on.
A white paper, PDF,
anything and consume that.
OK a reading books takes a lot
of time, and not many of us
do that, we don't
have the time and we
want to consume it
in a different way,
and that's totally OK.
So she said she says that she
tries to read two books a week,
and she says almost
everyone that she
knows who can read to two
books a week do not read it.
Cover to cover.
Not the way I read it.
So she's like, you know,
you can get the idea,
if you read the synopsis, you
scan the table of contents
and then you want to map
out what you've learned.
So you create an overview.
It has three parts to it a
heading a subhead and phrases
that you like.
And if you go to
mine monster.com,
I believe that's a
mind mapping tool.
It looks something like this.
And so these are her notes
on the book centralism.
So she's scanning things for
ideas like the big headline
idea.
Right and then she
looks at the subhead
and then finds phrases
that she likes.
And that's enough for her.
And you keep doing that.
There's some other tools
besides mine, Mr. Buswell.
The free one will show
you who the experts are.
So if you search
for certain phrases
like I did this once before for
like logo design and the one
the number one most dominant
person driving traffic,
according to bazunu, and my free
account was logo inspirations.
When people are searching, they
were looking for his content.
So the most shared
domains by network,
and that's how you can find
your expert using buzz Sumo.
OK, I we have a couple
more slides, so.
What you want to do is you
want to start to make content,
and I think you guys are aware
that there's a challenge I
don't think is 100 days.
I don't think you need
to start this right now.
But there's something
that I tell people to do,
which is to pick one platform.
One niche.
And make 100 pieces of
content for 100 days
and do not judge yourself
during that time.
Just keep doing it.
And if you commit to this for
whatever way that suits you
best, it could be podcasting.
It could be short form,
long form articles.
It could be like an infographic
drawing that you make.
And what I would do is I would
build this up because it builds
a habit or routine for you, if
you can make that commitment,
just survive the 100 days.
I'm pretty sure your level
of expertise as perceived
by people who consume your
content will go way, way up.
The other thing
is she talks about
is developing your
signature process, which
will need to work
on in this group
if this is of interest to you,
which is your surefire proven
framework from A
to Z. So you want
to develop your secret recipe?
Like what ingredients,
what steps
does somebody need to take
to know what you know?
Um, and I don't think I
have more slides in this,
let me see.
Yeah, I think that's it
for me, for this part.
OK, so next time
when we talk, we'll
talk about authority
architecture
and marketing your expertise and
building a marketing campaign.
So I'm going to open
it up to questions
and we're going to
talk about this.
OK so let me stop share here.
All righty.
I see.
Hands are up.
So we'll go to Irving
andress, and we'll
see whoever else wants that
to ask or say something.
So go ahead, Irving.
How could you repeat the three
things, one, one more time,
111-1111 content?
Yeah I'll repeat it.
It's the 1 1 handed rule.
Pick one platform, one niche.
Make 100 pieces of content.
One 100 role in
platform one niche.
100 pieces of content.
This is critical.
I see you all bouncing around.
All over the place, all the
time trying to be everywhere,
omnipresent.
There is a way to do that.
And if you want, I'll talk to
you about the infinity circle.
But, but not just yet.
I will show you how to make
1,000 pieces of content
on multiple platforms, but it
requires you having built up
enough expertise.
Enough knowledge, OK, because
it won't work without that.
So when we're ready,
I will show you
how to become a content animal.
I'm not sure we're ready
today, but all right.
So, Irving, I'm going to
move on, undress, go ahead.
All right, this question
comes from Miriam,
and I'll read it verbatim.
There are two areas that I'm
really passionate about fashion
tech and transformative
tech that helps
with reducing stress, anxiety.
I have a hard time focusing
on just one of them.
For the past 10
years, my research
has focused on coming up with
noninvasive solutions that
are help reduce anxiety, stress
and pain in five minutes.
And that's what
people know me for.
But I have a passion for coding,
are do in no fashion tech
and want to start
speaking about it.
So the question is, shall
I just start making content
for both as a way of
A/B testing to see which
one resonates with people more?
Just let me just talk to
you, Mary, where are you?
I'm here, sorry, I got to
go, but I can talk to you.
OK, can you talk now or no?
Yeah, yeah, that's just good.
OK Yeah.
OK a lot of people get caught up
in this where that I like this,
and like this.
But do you like one
more than the other?
Oh, well, I really
love helping people
overcome their inner critic in
such a short period of time.
And I know that.
Yeah, OK, so sure
question is I love
helping people overcome
their anxiety and stress
and just want to
help them with that.
I don't know.
I can't decide which one because
I love fashion tech as well.
So can one be your main thing
and the other just be a hobby?
The answer to your question?
Now I got your answer, actually.
Can you just pick
one and then let
the other thing be your hobby?
Yeah, I guess I could.
Yeah right, say, I
have a lot of interest
that I'm passionate
about, but I'm not
going to try to build
14 different Instagram
accounts on these different
hobbies and interests.
Mm-hmm It's a lot of work, man.
OK well, you were
talking about gas, right?
And I've seen how saturated
that this whole area
of transformative
technology, especially
using sounds and
frequency that leads
to reducing anxiety and stress.
I've been focused
on sounds, you know,
evidence based compositions
that reduces anxiety
and there's a lot
out there right now.
So that's why.
But I do see a specific gap
that is not being addressed
in fashion tech industry.
And then I thought, should
I focus on that or just
I see you remember that
worksheet that it was
too much for me to go through.
What the heck did
I delete things?
OK, so here's what
we'll do, we'll
say, helping people to overcome
their inner critic and then
fashion tech, and
then we're going
to answer a bunch of questions
like are there money flows
within this niche right now?
Are people willing
to pay for solutions?
And you go, Yes or no on both.
Are people actively looking
for solutions to the problems
associated with this niche?
Are there others who
have successfully
monetized this niche regardless
of the business model.
They use?
Is this an urgent problem
they need solve right now?
Is this a big enough
marketplace you just go through
and if you were just
to score based on that,
I think you'll have your
answer was which one you
want to go into including?
Do you have an ability
to reach this audience?
OK let's see what
you come up with.
All right, so let's move on.
Address it, was it or
can I move on to bianca?
That's it for me.
OK, beautiful.
Thank you.
OK, Bianca, go ahead.
And so I have a question in
relates to what you said,
but you can't be all
things to all people.
But what if the expectation
is to be a generalist when you
would like to be a specialist?
So if you look at the job
opportunities and LinkedIn,
they have the requirements
and it's often
it's quite general in
what the requirements are.
So how do you make?
Especially Yeah.
OK, yeah, just call me, Chris,
by the way, if you call me,
sir, I'll feel really super old.
OK yeah, a lot of people write
those job requirements are just
copy pasting and
they're super lazy.
I think if they had the
time they would write
like, I want a sales ninja.
Who knows, I do x, y and z can
run this script and do that.
They would write that and
you would show up and like,
that's me, that's me.
But what they do is they cast
a very wide net kind of how
people are afraid to specialize
because they think if they cast
such a narrow net that not
enough people are going
to apply.
And I'd rather get 10
qualified applicants
than 2000 unqualified,
but maybe air
license to prove
why they have a job.
And so they have to sit here
and sift through 10,000 resumes
because it's so wide.
I generally find and
you could disprove me
if you like that people
who are specialized,
who have deep expertise,
who go deep versus wide,
they generally have an advantage
over the other people who
are not as deep in
their experience.
And so when they write like
a very broad job description,
look at the first thing they
say and don't read the rest.
So we're looking for
a person who does x,
and then they go on
to add too much junk
because it doesn't hurt
them to add that if you
fit that, just apply.
And hopefully that's
with your expertise.
OK, yeah, that's helpful.
Thank you.
You're welcome.
OK all right,
Jennifer, your next.
Yeah, I just wanted
to share one thing
I've done to try to establish
established expertise is that I
created my own award
for best packaging
design in the
cosmetics industry.
I did this at least the winner,
the finalists and the winners.
And like December, I made
like a more nice landing page
because I felt better about
sharing that with the brands.
And I'm going even
bigger for this year.
And right now I'm going
to rethink the categories
and then I'm going to try to
contact brands and see if they
will work with me on that.
I don't know if you
have any advice on.
I want to contact the
brands and the goal
I want to get out of it is
to see if they will send me
products because it's going to
end up being really expensive,
getting all the
products that I can make
way better content if I
have it and also judged
a contest better.
How would you in a conflict
with them, try to, you know,
establish that you actually
have some kind of expertise
and that you're not just.
Whoever just making
up their own thing.
First of all, I just want
to say, giving out the award
is a brilliant strategy.
It's because you're like, I'm
not even going to compete,
I'm the judge.
And I think about
award shows, and I
think they must have all
sorted out very small
and usually what you can
do is this is a borrow one.
Remember, you could
build, borrow and be.
This one is where you can
borrow if you got together
a panel of celebrated
packaging designers
and say this is who's
going to be judging.
Right, all of a sudden, you
borrow from their credentials.
I'm often asked to judge
like logo design competitions
and things like that.
Somebody must think I'm
an expert at logo designs.
I don't know.
I don't think of myself
as one, but then they
tell me who else is judge?
And I'm like, damn.
All right.
So they're borrowing
from their credibility.
So what I would do
is do that, so there
must be some name like big names
within the packaging industry.
I'm sure you know who they are.
No, I mean, most of
the biggest brands,
they have in-house
designers that design it,
and I don't know if
that would even appeal
or the brands would
care about that.
Would yeah, the designers would.
But are they going
to send me products?
I don't know.
One step at a time.
Yeah, Yeah.
No, no, I get you.
It's that I have thought
about it for quite some time.
Yeah so that is something
that I have thought about,
but I'm trying to.
Yeah it's also other
issues with having judges,
because then I'd have to
have even more products
for other people
to also judge it.
But yeah, it.
Could photos do the
job or do you need
to have a physical product?
The thing is that if I
had the physical products,
then I can take my own photos
and make my own content,
and that could
also be something,
then they have more
things to share to.
Oh OK.
Yeah, to a big deal for you.
OK what I would do is to
have a different rounds.
So the first round
is just send us
four photos of the product from
different angles to qualify,
right?
So those are the requirements
for the competition.
And so when you get
into the second tier
where these are the
ones most likely to win,
then you can say
congratulations,
you've made the first cut.
We now need for you to
send us the package so
that we can then evaluate it and
for ourselves, whatever it is.
Yeah, I do like that.
One option I was thinking
is that after I've
selected the finalists, I could
then say, you're a finalist.
Yeah, we would really appreciate
if you could send your product.
We're going to take photos
and make content with it.
You're welcome to
use the photos also.
And, you know, no charge
just as long as you
if you share the product.
Yeah, I would do that.
Except for the last
part, I would just say,
congratulations,
you're a finalist.
We'd like for you to
send us a product.
So we can do deeper
evaluation and just
don't even offer them to
use your media content.
It'll be fine.
Yeah, they'll either send
it to you or they won't.
Yeah, Yeah.
I mean, I'll probably end
up having to buy some of it
because I'm not going to end
up getting harder with them.
But you know, anything
you can do to kind of make
it easier because, yeah, Yeah.
If you're committed
to this concept,
you can say the
first couple of years
are going to be pretty rough.
You could probably be
spending more money
than you're getting back.
And then eventually you're going
to be like my friend Andrew
Gibbs, who's like the number
one packaging resource online.
Mm-hmm Yeah there's
a little fan thing,
and then it becomes
like a real thing.
Yeah, I mean, that is
kind of how I see it.
I don't see it as
something where
I'm going to make money
because like, that's already
a big problem with all
the awards that there are
and in, like the industry,
they're basically pay to play
and you pay them to be there
and they make a lot of money
off it.
I'm more trying to just
establish expertise with it
because then I won't have
to worry about making money
from doing the award.
So Yeah.
OK, brilliant.
I want to share a
real quick story.
Thank you, Jennifer.
You guys know that
the book local lounge.
Local lounge, anybody?
Yeah Heather does, Yeah.
So I recently judge
for local lounge.
It was brutal.
I had to like, look
at thousands of logos.
I'm probably not going
to do that again.
It was just brutal.
But I got to tell you, have
no offense to the author.
I never heard of them before
I purchased the books.
And so now he becomes like
the sought after local expert,
right?
He didn't make any of the logos.
It's a brilliant genius thing
to run your own award show.
It really is.
If you want to be
committed to that,
there is definitely
an idea here.
Each person will have
to sit there and think
about their commitment
and amount of work,
but it's worthwhile.
OK, so next up is Stephanie.
Come good morning, Chris.
This has been
very, very helpful.
But I do have a question
because my niche is
more on helping emerging
luxury and premium brands
by, you know, crafting
a distinctive brand
so they can attract the
high value clients they
enjoy working with.
And so far, my clients have been
luxury travel, luxury interior
design and luxurious
subscription
box, premium nutrition
and health and fitness,
and also personal
branding for women who
want to empower other women.
So I'm kind of like
broad and, you know, just
listening to this call
today, I'm like, Oh my gosh,
I realize I probably
need a niche,
but I love working in the
luxury and premium brand space
that brands that are emerging
that not the ones that
are established already.
So I think I need some help.
How can I help you?
I mean, just based
off this call,
I feel like I'm
really, really broad,
but I want to stay in
their luxury and premium
space and just some
of those clients
that I've worked in
the past I really like.
So should I just.
Target, just like I guess, for
example, luxury travel just
at one thing or yes,
because luxury travel
versus luxury watches
and luxury shoes
are very different markets.
Luxury and premium is not
enough to identify a niche.
It's to say you like
expensive things
and you like to help people
with expensive tastes.
Mm-hmm It's nice, but it's not.
Not nearly narrow enough.
OK Yeah.
And here's one thing I want
to caution everybody about.
If you're going to
choose to pick a niche,
make sure that next three
to five years, that business
is going to be OK.
Why do I say that my friend
who does a lot of study
with design and
business, he told me
that 40% of the
businesses in New York
have closed permanently.
And as the pandemic is
hitting different countries
and they're getting their third,
fourth wave, he's like, man,
the hotel hospitality space
is just wrecked right now.
That's who a lot
of his clients are.
And he has friends
that are entrepreneurs
who are restaurateurs.
They're all closed.
He's like, they're not
going to survive this
because the margins are
so thin to begin with,
this is just effed up.
So if you're like,
you know what?
My niece is restaurateurs
in a big city.
You better hope and
pray that there's not
continuing shutdowns
or that COVID 20 is not
around the corner
and I think it is,
it's just the way
that the world is now.
It's the new reality.
So please, please
do yourself a favor
and think about the
industries that you serve
and what direction it's heading.
Because here's the ironic thing.
My friend, who I've
known for over 20 years,
he's a very successful business
person and as a creative person
to.
So, Chris, and he's like 54.
Tell me how you do this
YouTube thing again.
And I'm like, welcome to
my world, my friend, right?
I can make content from my
house and reach a lot of people.
And it's pretty
much virus proof.
In fact, maybe search
volume increase
because people are at home.
So think about that.
All right, so whatever
luxury space you go into,
just think about,
will it be impacted
by whatever else is happening,
how the world is trending?
Mm-hmm OK, thank you.
Thank you.
You're welcome.
Thank you.
Yes now, having said
that, I just read in cnet,
do you guys know that what the
fastest selling car in America
is right now?
This will shock you
shocked me when I found out
what is the fastest selling
car, not the highest volume,
but they calculate this based
on when the car is on the lot.
How many days it
sits on the lot.
So the fastest selling car
is on the lot for nine days.
There's a shortage, a
manufacturing shortage
right now.
So this is impacting lots
of different industries.
But I'll give you the
answer in two seconds,
is anybody want to
guess in the comments?
Good guess, good guess a
lot of people are saying,
Tessa, that's what
my boy, said guest.
Not Tesla, not yet, not Jeep.
Right, right, OK.
Yeah, you would think, right?
So what's the make
and the model?
Don't just give me
the manufacturer.
OK cybertruck's not even out
yet, so it's 0 time on the lot.
All right.
Thanks for trying, Chandler.
OK here it is.
The Mercedes G wagon with an
average price of 170,009 days
on the lot, they cannot
keep them in stock.
The second fastest
selling car in America
right now is the Corvette.
OK the demand is so high,
so even in the luxury space,
some things people are nuts.
Maybe they're thinking,
man, if all I can do
is sit-in my nice car, I'm
going to buy a really nice car
because I can't go
anywhere else, right?
I'm just going to drive.
So, yeah, OK, yeah,
get out, it's true.
170,000 It's a status symbol.
They used to have one.
It was pretty nice.
Kill the planet, that's
why I had to get rid of it.
But all right.
Other questions.
OK, here we go.
Phyllis let's cook in.
Uh, hey, Chris, it's funny that
you talked about the restaurant
industry because,
you know, that's
the industry I want to
serve, and for that reason,
what you said, I believe
a lot of their problems
start with branding because
a lot of people that end up
in the food industry
end up because they
have a great recipe.
They don't think about
the business side,
they don't think
about the branding.
And my thing is, I want to
disrupt this whole system.
I want you to be able to raise
your prices to a fair price.
So you can pay your
people decently.
But I also want you to
brand from the inside out.
So you build loyalty
from your staff
that then turn around and build
loyalty with your customers.
So that's my thing.
And then when you told me to
niche down to the barbecue
places, I'm looking at
that and it's like, OK,
I can see where I can help.
But as you say, I get
violent on occasion.
Yes, you do.
But is because I'm so
passionate about this,
because this needs to change.
And one of the things that
I did, I went to a place
called Tia Bettis and I asked
the cashier about the story
behind Tia Bettis.
She couldn't share that story.
And so all of this and I
guess I'm saying all of this
and you're saying, pick my
industry, I've chosen it
and I know it's hard.
So does that mean that what?
I need to approach it
from a different way?
Or do I need to
rethink what I'm?
Go ahead.
You know, when I was
talking about audience?
Are they actively
looking for a solution?
Are they going to seek
out coaching, consulting
masterminds, live events,
workshops, conferences
and products?
Do they feel like they
have an urgent problem
with the dire sense like,
I got to do this or die?
The biggest problem that you'll
hear restaurant talk about
is I'm trying to
get butts in seats.
Yeah, but do they realize
that that's the problem?
No lack of crossovers on it.
Yes so you're going to be doing
a lot of the heavy lifting.
So according to
this book, that's
the resistance that
you're getting right now
is because they don't see
that they have a problem.
They see that there's
not enough customers,
but they don't realize
that branding or doing
whatever it is that you're
doing is going to be the answer.
So you're going to
spend all your time
getting them to
come to the answer,
and that's a lot of time.
Generally speaking, I have
some thoughts on this, though.
I mean, every restaurant
during the pandemic
needed help really
quickly on transitioning
to an online ordering system
and a curbside pickup.
The fact that so
many of them were
slow to implement this
and implement it horribly,
it's just a miracle they're
in business and most of them
are out of business right now.
So if you partner up with a
technology partner to say,
you know what?
Get it pandemic
right, we're going
to get your menu a
streamline, we're
going to cut this thing in half.
I'm a business expert.
We can have a new sales page
that functions like an app,
but it's not an app that
people can order from.
And then you can
track and monitor
the progress of your order.
It gives you great feedback.
And then as soon as they pull
up, it's going to ping us,
notify us and you're going
to have your meal brought
to you at the curb.
They would have killed it.
Mr beast, you know,
Mr. beast is Yeah.
Well, you know, he started,
put him on their menu.
Yeah so, you know, Mr. beast
started, what did they call us?
Smash burgers?
Yeah and he partnered
with somebody.
I don't think he
was even his idea,
just putting his
name against it.
They open up like a couple
of restaurants in America.
You can only order
it via an app.
And what they did
was they bought up
surplus capability
from restaurants
are going out of business.
He just bought their
Kitchens, basically
he or he rented them, so he
had all these places who could
make food, had zero customers.
And he connected
it to customers.
At the end of the
day, your client
cares about making more money.
Figure out the fastest path
to that, sometimes branding
is a detour.
It takes too long, and it's
not proven, I to it's proven,
but to a business
owner, it's not proven.
So if you can develop a
plan to get butts in seats
and you don't even
talk about branding,
you just talk about
the mechanics,
how are you going to do it?
Or you can say, you know what?
What I do is help restaurateurs
like you get their products
into Trader Joe's
into not Trader Joe's.
That's terrible to
the supermarket.
You want to be the
Wolfgang puck, you know,
that's what we do
and have a plan.
I have a plan and
how to do this.
And so you need to create
your signature process.
I want you to think about it.
I'm not going to solve the
business problem right now,
but a lot of us in
the branding space,
we're so passionate about it.
We know it makes a difference.
But it's hard to prove.
And the results that
they want to see,
their expectations
are going to be
a lot faster than
what a branding
project can do for them.
OK OK.
Think about what you can do
to impact the bottom line,
like I said in a different
call, what you're doing
is you're selling money.
Don't sell creative
services, sell money,
which is sell the
results they care about.
OK but I love the barbecue
space because it's
so rich with design that so
many creative, fertile ideas
that once you're able
to establish a foothold,
I think you have a
beautiful body of work
that people are like, wow,
she is the barbecue queen.
This is who we talk to.
She's the person, right?
OK OK.
Right, Sadie, thank you.
You're welcome.
All right.
Next up is Alex.
Can you hear me?
Yes all right, cool.
How are you doing, man?
I'm doing good.
Good to see you.
Good, good.
Good to see you as well.
So my question is I
have this big vision
of how I want to unfold, how
I want my brand to unfold.
And I've spoken with
Sana and she actually
turned me on to the shorts
idea about three weeks ago,
almost a month ago.
And so she had me do a list of
things that I want to cover.
So I have the content
that I want to cover,
except what I want
to do is present it
in an animation style.
So the whole idea is to pretty
much prove that there's, Ah,
that we're higher
dimensional beings, right?
That we're not just this 3D
thing, but that we're also
connected to this reality.
Like this reality directly
affects who we are.
So do you recommend that I start
with writing content and just
doing illustrations that kind
of lead people into that?
Or do I start with
cool animations
that draw people into it.
And so that they can,
like, support the idea?
I don't know.
Yes yeah, it does.
Alex, I would just
encourage you to do the MVP.
There's the nice to have,
and there's have to have.
Right, and don't let perfection
be the enemy of done.
And so, you know, Peter had
asked or no, it wasn't peter,
it was Tim who asked, like, are
you concerned that your feet is
going to be junked up by these
shorts that are not aesthetic?
But no, I hear something I care
about something more than that.
And so for you, if it takes
you another three or four weeks
to make something, then let's
strip it down into its essence
and could just be your voice.
Just saying something,
right, and it could just
be filming some, something
that's like natural.
Like a tree swaying in the
wind, just hearing your voice
and putting a chill hop
album, you know, track on,
I don't know what it is.
What you got to use,
he's got to make it.
So have you made anything yet?
Has it been launched or you
still in the ideation process?
I mean, I've been
stuck in IT process,
nothing launched is just me
going through my own journey
and finding out exactly what
it is that I wanted to say.
So I like expressed all this
through my art, you know,
but but nothing
in a professional
or even a like, no actual
service, no actual business,
though I have that
all kind of set up.
I have the name of the business
and all of that lined up.
But I hear what you're
saying and I'm definitely
stirring some ideas.
It just lines up perfectly
with what sonority recommended,
and I appreciate it.
Thanks yeah, I'm sensing
some emotion from you
when you're talking to me.
Am I reading this incorrectly?
No, you're reading
it very correctly.
For me, it's been a long
journey for me to figure out
exactly what it is.
I want to say I've been a part
of the group for a long time,
so it's like, I'm
kind of at that point
where it's like,
I've already missed
so many opportunities
to show up, you know?
So it's kind of I almost
feel shame for still
not without having
things to show, you know?
Yeah, I know, I know, and I
know that I hear to shame you,
my friend.
Yeah, yeah, no, I know.
OK, I know this community
is like constant support,
you know?
So I always come back to it when
I'm feeling that, you know, at.
Urge to keep going.
Yes, and I'm basically at that
point now where it's like, OK,
he needs to come out now.
Yeah you know, I
think what you can
do is a couple of
different things like,
do you like to write or
do you like to speak more?
I feel like my
speaking capabilities
kind of fumble a lot, so I
need I need more practice
and I'm not the most
communicative person,
but I do enjoy getting my
thoughts together and then
presenting them.
So that's why I
have this whole idea
of doing it in video and
long form and all that.
Yeah who's your
triple piece on it?
I don't have a Triple P
I've spoken with Sana.
It's because I'm inconsistent.
So like, I don't.
OK OK no, no, no, no.
Not here to blame.
OK andras, are you still here?
I can't see everybody,
but I'm here, you're here.
Let's find Alex a Triple P ASAP.
OK, cutting it down.
Thank you very
much, so we're going
to get this resolved right now.
OK, Alex.
And if somebody is connecting
with Alex spirit and his energy
right now, you could just
see him him right now
and say, look, I don't
know what you're doing,
but I want to be part of it.
So we can help each other.
Ok?
if nothing else is what
we need to do today,
I have an idea for
you, though, Alex,
and I'm saying
this to you, but I
think it's going to hit
a lot of other people.
It's very hard to make
content by yourself.
I can feel your
energy right now.
I could feel a whole
bunch of different things
from you and I. And I want
to help you through this.
So if you can put yourself
against somebody zoom,
call, you know, and
say, look, do you
mind I'm just going to talk to
you for 10 minutes and tell,
tell them about this whole
spiritual, multidimensional
thing that you're
talking about, right?
Which I don't understand,
but I'm like, OK, I feel it.
And just explaining it
to them and make sure
that call is recorded.
The act of articulating your
thoughts, another person
like a real person versus
just like the internet.
Just talk to that person
and then record it
and listen back to it and see
what the Nuggets are and then
create a quick outline,
really fast one.
Just some bullet point,
things like the things I like.
And then sit down and write.
And record and just be OK that
it's not going to be good.
In fact, it's going
to be terrible.
And it's going to suck.
Everything about
it's going to suck
the way you hear yourself,
the way you like,
maybe fumble through words,
as you say, the way that you
change together, ideas and you
might go off and where tangents
and just be OK with that.
And if it doesn't make
you totally want to vomit,
release it.
Then do it again and again
and just keep doing that
and eventually, it
doesn't become easy,
it just gets easier.
And if you keep doing that.
You'll you'll just be
surprised at where you wind up.
I think to me, the
act of creation
helps us to figure out what
the hell we want to say.
So when we're stuck, we just
need to get into creation mode.
Um, in the book.
The subtle art of
not giving an F. He
talks about usually we
wait for inspiration.
Yeah, everybody, we
wait for inspiration.
Then we build up the
motivation to do something
and then we take action.
Then we take action,
we see what we do.
It's really motivating like I
did that it was pretty good.
And then I get inspired
and I do it again.
So he's like, just cut
out the inspiration,
motivation part,
just take action.
Just do it.
Take action and then
you're like, whoa.
That wasn't as bad
as I thought it was.
Let's do that again.
Let's do it again.
Just keep doing it
and don't look back.
If you don't have the
stomach for the trolls,
I know a lot of people here do
not do not read the comments,
it will wreck you.
If you're insane animal
like me, read all of it
and play with them.
Yeah, I'm not worried
about that at all.
OK I've gone through
the whole journey
of like finding my light
and stepping into my power,
so I don't worry about
that, but I hear you.
I appreciate it
very much thinking.
Thank you, Alex.
Alex is driven out.
You're are you in arizona?
Where as vegas?
Vegas, like when we have a
meet up, he drives for hours
and comes out, so I'm like,
I really appreciate, man.
All right, Alex.
OK, so Ashwin.
Hey, I want to say,
first off, Alex,
your stuff is really cool,
like your conceptual stuff.
I think if you spend a little
more time cleaning up the work,
you'll start making a
larger impact on Instagram.
My question was
about staking claims.
There was two things
that you stated
in the current
presentation, which
was high value content and
new perspective to an existing
idea.
Are there any other ways
to stake claim in expertise
or these are the key areas you
stake claim by having a lens?
There's nothing
new under the sun.
So what is your
lens, your POV and.
That that is attitude in style.
A lot of it.
And just being clear
about who you want to be
and what market you
want to show up for,
then comes into the
actual content itself
and whether or not it's going
to be valuable to anyone.
So you have a very
distinctive style
like we could see you guys
see as artwork back there has
a very distinctive style.
It's like big, chunky, it's
very friendly and hand-lettered.
And he does sketch notes that
are also super beautiful,
engaging because a
human being created.
So there's a humanity to
that, to the way that you work
and your style.
So I'm already
vibing on your style.
So now what is it that you
want to be an expert in?
Do you know?
Visual thinking, and I
suppose in mindset, these
are the two areas
that can focus on,
can you go narrower than
that visual thinking and.
And mindset.
I mean, not yet.
You've got to think about it.
Yeah, I do.
Yeah I think you also want to
teach a course on illustration
for creative people, right?
Yes anyone can draw
like maybe your niche
is something like
want to empower people
to feel like they're an artist
because that's also a mindset.
Yes, like anybody
can draw, right,
and that's really empowering.
And I think Sir Ken
Robinson talked about this.
He's like, we don't
grow into creativity,
that we grow out of creativity,
that we're all born creative
and that we're taught
that this doesn't work
and it's not practical
and it's not good.
So people forget
how to be creative.
All you have to do is spend
time with young children.
They're all very, very creative.
Yes Yeah.
Share, share a quick
story with you.
Like my wife's, when
our kids were younger,
we would go to this
place called Lake shore
and Lake shore is a school
supply store for teachers.
And so you can't just
buy one of something.
So she bought like one of these
animal making kits, right?
When you have a little
Popsicle stick and like
a tiger, a bear, an
elephant, and then
you have googly eyes and
whiskers and things like that.
And so you make the
animals, like the way
you're supposed to make them.
And then my wife said,
designer, so she's
like, let me mix
the parts up, let's
put the monkey face on this.
And she got really creative,
like really fun things.
And I looked at them like, wow,
you're really creative, honey.
And she goes, that's nothing
compared to your son.
Look, why would he do so?
My son looked at
the shapes and he's
like, this is very limiting.
So he turned to shapes
all backwards to decide
which had no prints on them.
And you glued a bunch
of shapes together
and made a caterpillar.
And it was like, that is nuts.
That's the power of
creativity for kids.
And she goes, it's
not, you know,
so she's making faces the
way that the rules were made,
but he's like, I
don't like rules.
So he turned the
faces into body parts.
I made a crazy
looking caterpillar,
it was just awesome.
It wasn't perfect,
but it was amazing.
So I would love for you to be
able to spark the inner child
in us, the ones who think
we can't be creative
anymore and use the
power of drawing.
I know therapists who use
drawing as part of art therapy.
And so you see, you just
need to bring in something
a little different,
a little weird.
And you can empower people,
keep the message really simple
and very focused, and then
just keep executing on
that until you figure out.
There it is.
I found my voice.
I found my audience.
OK, ashwin, I hope
that helps you.
Thanks, yeah, that really
helps clarify what I'm already
doing, just putting into words.
Yeah, I like that
sparked the inner child.
It's fantastic.
OK, thank you.
OK, thank you.
I'm realizing now I've got a
few more minutes to talk to you,
so I'm going to ask that no one
raises their hand after this,
so I'm going to move it
to Bryce and then lineal.
Or is it denial?
OK, well, those are
the last two hands,
and then I just want
to do a quick summary
reflection with you
before we get out of here.
OK, so Bryce, you're up next.
All right.
Hi, Chris.
It's my first day
here on the call,
and also I just joined
today the future program.
Good timing.
Good timing, my friend.
Welcome Yeah.
Thank you, everyone.
So my question is I remember
speaking to you on Clubhouse
and I still haven't done any
lead generation marketing yet.
And here you are talking
about content creation.
And my question is
actually, who do I actually
create content for because I
am trying to work with people
overseas, globally instead of
just where I'm from singapore?
Yeah and my conflict is because
if I do it for singaporeans,
we I have that level of
familiarity and people can.
I don't know few easier
or comfortable with me
as compared to if I speak
to a global audience.
That might be that
disconnect that I'm afraid
may not help me convert as
good as I think it would be.
OK, I'm going to refer
back to something
that Blair said to us during
a clubhouse call, which
is the market is bigger
than your target.
I don't know if
you guys know this.
The singaporeans, like english,
is your first language.
Many Singaporeans speak English
better than Native Americans.
You know, I was interviewed
recently for a podcast,
and he was dropping
some crazy words.
I'm like, she, let me look
that up in the dictionary here.
Well, talking to him.
So you have the added benefit
that you can speak English
perfectly.
And so you can speak to
Singaporeans and you can help.
And Singapore is a very
rich country, right?
So there's enough
money there, obviously.
And then from
that, hopefully you
can build a more
international presence
and your influence
will continue to grow.
It's OK to focus for
you on a smaller market.
If you don't want to serve
the Singaporean market,
that's OK, too.
So then you can just target.
But then you would make that
your primary focus of the two.
Would you rather focus
on the Singapore market
and then go broader later?
Or do you want to focus on a
different market altogether?
I think there's a
bit of a conflict
because Singaporeans
don't really
pay for branding services as
much as my overseas clients do.
Yes Yeah.
So I actually am trying
to move out of Singapore
and target other
countries instead.
But I can't really.
Well, I am looking
at America because.
Yeah so yeah, I guess my what is
your reservation then focusing
on america?
we might be too far away.
There might be that disconnect,
like if there is ever a need
to meet up in person, or
maybe if I suggest meeting up,
I mean, meeting up has
that level of impact
and being at the
office has that impact
and especially when doing
branding or discovery.
Yeah, Yeah.
I think I'm going to say this.
It's been my
experience that face
to face meetings are
overrated and overinflated.
I'll tell you why
I've run my business.
For 25 years, the
number of clients
have actually met are in the low
double digits percentage wise.
So if I have 100
clients, that's probably
going to be less than 10%
or 10 of those clients
that are going to want
to meet me face to face.
Most of this is done
through telephone.
Then more recently, through Zoom
I in the last year and a half,
I think we've all
been trained how
to work with people remotely.
And so they face a face barrier.
Isn't one right?
All I can tell every single one
of you and I'm not for this.
I get it.
But if you can improve
your Zoom quality
and your audio, your speaker,
your microphone game,
you will feel like you're
right there with them.
That's why I invest in high end
gear and my lighting and all
these tricks that I use because
as soon as the camera turns on
or they can hear my voice
to the microphone like, Wow.
Maybe this is even
better than in person.
I just try to overwhelm them
with the amount of production
I put into these calls.
You know, once you have it
set up, it's super easy.
So I would do that, right?
Some of you have virtual
backgrounds like Jennifer.
I see that you have one.
But if you can make
it feel like a space,
so you're not just
a cut out head.
I think that would help.
All my clients
compliment me on this.
I know look at
it, it's a street,
it's a 3D rendering I made for
anyone who hasn't seen before.
It's not real.
It's aspirational.
Yes now, if Jennifer
took it to the next level
and propped up a
green screen and lit,
so everything is
perfect, you could,
you wouldn't even
be able to tell.
You wouldn't be
able to tell, right?
So just think about that.
OK I think like I said,
I've been doing business now
for 25 years.
I think it's been less than
10% actually meet me in person
and only one of them
ever said to me.
Your space matters.
OK only one client, because
they walked in there,
they sat down and looked
around the room like, OK.
And I asked them, what
are you looking at?
So I'm looking at your space.
And he says I would
expect nothing less.
If it was different, I would
start to get cold feet.
But what I was
thinking in my mind is,
you already wrote
the check, my friend.
It's like, I don't do money
back guarantees at this point.
Here, he wrote me
to check before you
walked into this room.
So I happily accept your money.
OK, thank you.
I'm going to move on.
Linea is it linear?
It's a day now, whoa,
OK, Dinesh, well, OK.
Hi hi, thank you so
much for all of this.
I do branding and I am
trying to pick a niche.
I've also been creating
content for three months
relatively consistently,
and I found
that my audience is actually a
lot of South African designers
and creatives.
So I post about what I'm
learning as a solo branding
entrepreneur in South Africa,
and to me, that's a niche.
And my question is, would
it be better for my content
to be about the people I do
design work for because I'm
obviously not designing for the
designers that are following
me, but they're there.
So Yeah.
That's my question.
I think I understand the
question and this happens
and correct me if I don't
understand this, right?
So you create things on branding
and of course, designers
look great.
You're you're teaching us
and we want to follow you.
So if that's the case,
I would say, just
keep doing what you're doing.
Just keep doing
it because you're
going to be seen as the
expert and eventually
one of these young designers
works for a big company
and says, oh, you
need to bring Niro
to teach us to do this
as a corporate trainer,
or that's how the
doors start to open.
It's a long game,
though, I will tell you,
because it's going to be a long
time, but once it gets good,
it gets really good.
Because I'm in that gravy
train moment right now,
but there was a lot
of just shoveling,
you know, sweating in the
back in my face dirty.
But the gravy train is here and
I'm just happy to slip it up.
It is amazing.
So I will continue
to encourage you
to do this to do
whatever you're doing
because it's
attracting an audience
and just, you know what, though?
There's one person I
want to point this out.
One person does
this really well,
and I think Heather knows
this person as well is
Brian Collins.
Brian Collins creates
content for CEOs.
He doesn't create
it for mortals.
The things that he talks
about is designed for him
to get a CEO, a CMO or
chief branding officer
to hire Collins.
And he is incredible
at doing this.
But that's who he is.
He's a well educated
person who's worldly,
has a lot of experiences, and
he's able to talk about Beowulf
and he always talks about
Beowulf and he talks right now.
You know what I'm talking about?
He talks about culture
and what's happening.
He's like he studies
history and science,
and he has full time
riders and researchers
who are super smart people
writing these things
with him and for him.
You know, he talks
about the a cell,
I think it's called
inside caterpillars
and how we have to
reform ourselves.
He talks about big ideas.
And I can tell every time
he and I talk, I'm like,
you're not talking
to me, are you?
You're talking to
people with money.
That's what he's doing.
He has the money conversation.
He gets the money.
So there's two levels.
If that sounds like you.
Delight, but I would
suggest you guys all
study Brian Collins because he
does not create content for us.
He creates content for the
people at the very, very top.
And he looks the part.
It's got this kind
of big Pompadour hair
and like his suit and you
can Cape Cod or whatever.
No, he's not on Cape Cod.
He's in the Hamptons
or whatever.
You know, he just lives
that life and that's
who he wants to attract.
OK but I think you're doing
a fine job if you're already
drawing a lot of young
designers towards you.
Was that helpful to you?
Maybe helpful.
Thank you.
OK all right.
Here's what we're going to do.
I said we're going to
do some work together,
but we may or may not want
to do that at this point.
Do you guys want
to do work together
or do you want to do a
breakout room at the end here?
Let's do this.
Well, you know what?
Whoa OK, OK, hold on.
I see.
Irving wants to do.
He's like, he's like, ready
to jump out of his skin.
Let's do this.
If you guys show me enough,
thumbs up on your emoji
right now, we will
do a breakout room.
All 64 of you.
OK, I guess it's happening.
All right, so what
I want to do is.
I'm going to export
this worksheet, OK,
and we're going to do
the worksheet together.
Export is.
His images.
I think so, Yeah.
Give me two seconds,
I'm going to export this
and I'm going to
send it all to you.
Um, pro calls.
Emily, can you just
help me fill in the time
right now, so I don't feel
like there's all this dead air?
Can you just talk to
the people for a second?
Entertain people a little bit.
Yes, please.
OK OK.
Hi, guys.
Yeah, what we're
going to talk about.
I can say Hi to
a few new people.
Maybe and I see a Kyma Hi.
You knew?
Hello how are you?
And annalee, how are you?
Hi, nice to see you.
Anyone else?
Can you wave a little
bit of your news?
We can say Hi to you.
Irving, it's not new,
I didn't know you OK.
Oh, Dennis, hi, Dennis.
Hi, Bryce.
Bryce, yeah, I'm so
glad you found the call.
We did have.
Yeah hi, Keisha.
Hi hi, Bastian.
Anyone else wanted wave?
OK, I'm ready.
I'm ready.
OK all right.
Thank you.
Thank you very much, Emily.
So I'm going to drop this
in the chat it's uploading.
OK since successful,
you guys, you guys
have seen the worksheet.
Now Everyone, OK.
It's in the chat.
You need to download
that right now.
And unless your screen
captured it earlier.
So I want to see if we can
make some progress here today
if you guys can start to
identify what niche you might
want to head into.
I don't want to make you
over commit at this point.
Everyone got it.
OK, his mobile, I see I see, OK.
I see, yeah, OK.
Sana Sana is asking
for it to be on circle.
I can do that for you.
What I'm going to do is
I'm going to create a.
Breakout room.
OK and when I send
you into the room,
I just want you to work
through the worksheet
and you guys can just chat.
I'm hoping that you come back
and it's like, oh, thank you.
You did it, Jennifer.
Thank you.
OK, I'm on it.
OK, somebody on it?
Thank you very much.
OK, so let's say that we
went to break this room up
into groups of 3.
An odd number.
I know.
Let's try that.
And if only two people in
your room, that's fine too.
So what we want to do is
people are like running out
of the room now.
See, I knew it.
Look, you all disappear.
OK, here we go.
Go to your room and
I'm going to leave you
in there for seven minutes.
OK, and I'll warn
you when it's over.
So open all the rooms.
There you go, and you can
even work by yourself.
It's totally OK.
All right.
Just go to your room and.
Try to work on this.
Welcome back, everybody.
OK, we lost a few
people and a few people
were busy tied up or weren't
clear what the heck they were
supposed to be doing when
Irving came back and asked them,
how did it go?
He said, oh, it was
a complete disaster.
Because he didn't know how
to answer the questions.
So that's a sign in itself.
So let's make sure we
understand the question.
So the question that
he is like, wait, what?
So the question was, are there
others who have successfully
monetize this niche regardless
of their business model?
Right so he's going
to find that out.
So he's interested
in doing cafe racers.
I don't even know what that is.
So I said, go to
buzz sumo, which
was part of our
conversation today,
and you can see who
the authority is,
who's driving the most
traffic on social media
around cafe racer.
Did you find the
answer yet, irving?
It's making me fill
out some stuff.
Uh, give me one.
All right, just so anybody
else have a question
about the questionnaire?
Go and raise your
hand, and then we'll
try to do some
orderly fashion here.
There was anybody
getting a little closer
to kind of eliminating a
possibility, maybe so, Phyllis,
what's up?
Um, the question
where you asked,
where can you establish
yourself with the least
amount of effort?
Are you talking about like, how
do we set up on social media
or how do we set up in
the industry like I can?
I can solidify myself
as a barbecue expert
because I had to barbecue
restaurants and all
of that kind of stuff.
So are you talking
about it in that sense
or are you talking
about, like you said,
how you market yourself,
like whether you
choose a certain one
platform over another?
It's a platform
question, I believe.
OK Yes.
So where your audience gathers
to find news and information
around barbecue?
Can you establish
yourself there?
That's where you're looking.
Yeah, Yeah.
So it could be a trade show.
It could be on grilling
with Bobby Flay
wherever you need to be,
where people in your industry.
Look to, that's where
you would start to like,
yeah, OK, that's
the plot for me.
Yes OK.
OK all right.
Thank you, Irving, back to you.
Oh, my mic is hot here,
I thought I was on mute.
Where where am I going on here?
Am I kicking on influencers and
then clicking on, let's say,
facebook?
That what I'm doing?
Well, hold on.
Hold on.
So Irving saying, I'm
interested in cafe racers
and I want to know who the
experts are so I can look up
their business model.
So right now, it sounds like
he's very much an R&D phase,
right?
So he doesn't know if the
market can sustain itself
and who the players are even.
So either it's a very new
market and it's not established,
or he just hasn't
researched enough to know
who the players are.
So I suggested going into buzz
Sumo and typing in cafe racer
to see who's driving the most
traffic around this search.
And is it telling you who it is?
I was just looking at.
So you want me to
look at keywords then?
Yeah, I thought I
was clear about that.
So you go to buy sumo,
you type typekit.
Did you get distracted
by a pop up?
No, there's just there's
discover content, influencers,
monitoring and projects.
Yes keyword search.
Right and then I think you
then can filter the result
by maybe influencers.
Or something like
that in a little while
since I've used by Sumo.
OK Uh, let's see here.
Let me pull up my keynote here.
Let me.
Let's do influencers.
Yeah you're just trying
to find your expert.
OK, so I'm going to put you
on pause here for a second.
Let's move on.
Right?
that's all good.
OK, cool.
Rice Yeah.
Hi, Chris.
So I was thinking
about my niche,
and since I do branding services
and much like a lot of people
here do, I couldn't
really narrow down
and I wasn't sure if my
niche was narrow enough.
So I'm a targeting
growth stage businesses,
and that's my niche.
That's how narrow.
I'm going.
Yeah, Yeah.
Bryce, since you're
fairly new here,
I want you to watch the
journalist specialist niching.
I think we've at least
produced three videos on this.
The service is branding.
The industry is for
growth stage companies,
and I don't know any company
that would not identify
themselves as growth stage.
So you're saying
branding for everyone?
It's not narrow
enough, not even close.
Find an industry.
OK, what industry
is growth stage?
What industry are you thinking?
Right now, I think
most of my clients
have been B2B businesses, so
it's still not an industry,
you're like.
I like to work with people who
make money and are growing.
That is everybody.
Pretty much.
Yeah OK, maybe finance.
OK what kind of finance?
A accounting firms.
OK, there you go.
Here you do branding for
accounting firms in the United
States.
In the entertainment
industry, see, it's like that.
OK that's a.
Otherwise, it's not a niche.
My my second question
would be then
how do you do for
other industries
because like you,
I've seen your stuff
and you work for
multiple industries.
So how do you get to that?
Don't follow my plan.
My plan takes 25
years to do, you know?
So that's the thing that
people will often say,
well, I see that you're
speaking to a lot of people.
Well, you want the 25 year plan.
I'll tell you the 25 year plan.
It's a lot of heartache,
a lot of missteps.
I'm trying to get you to jump
past some of the mistakes, ok?
So don't look at what we do.
Don't look at what
Collins is doing.
Don't look at all that kind
of stuff because it's like,
wow, they do everything.
Yeah, because he's been
doing this for 40 years.
But he didn't
start out that way.
Focus, OK.
All right, so branding for
accounting firms in the United
States and the narrow
it down one more time.
That is what a niche is because
now you can write content.
Here are things that
your accounting firm
needs to do around branding
that you're missing.
Before that, you came
to write the headline.
All right.
OK Yeah.
Watch those videos before
we see each other next time
and then tell me, click OK.
All right.
Thank you.
Yes, let's move on to cash now.
Hi Hello.
I'm listening to the advice
of giving him and seeing
if that applies to me.
Is he your birthday
yesterday was?
Well, happy belated birthday.
Thank you.
Yes all right.
I typed in children's book
illustration into buzz Sumo.
Yeah and would you come up with?
For the past six months, I'm
looking at the view content
and it's saying mocca, the magic
music maker children's book
by Shannon Scott.
Uh-huh I don't know
if that's like a book.
I don't know.
You'd have to click on every one
of those links and see, right?
OK, so like, how should we
go about navigating school?
Well, the market for
children's books, illustration
is well established.
We're not concerned that
that's a big enough market.
It might be really too big.
And the shortcut here is to
talk to Ashwin and Ari Chung
because they're both children.
Book illustrators and find
out like who the big dogs are.
Mm-hmm And see if
they're doing well.
So that's part of
your market research.
So you're going to be a
children's children's book
Illustrator.
Is that what you want
to be known for now?
I don't know yet.
OK, that's fine.
So we're doing a
little research.
I want to tell you
guys something.
The sooner you could
figure out what
the heck you want to do with
your life, the more success
you have.
That's just it,
because other words are
going to be moving laterally.
And it's OK to pick something.
Not forever, but for
the next five years.
OK OK, thanks, Krishna.
I was going to wait
out the silence, ok?
Darren, your next.
Thanks I was just wondering,
can I get clarification
on two of those questions?
Absolutely what I do?
OK, Thanks.
The first one.
Where can you establish
yourself with the least
amount of effort?
Are you?
Is it referring to, which
social platform to use?
OK Yes.
And the next one was, are you
able to reach your audience?
What does that actually mean?
Oh, OK.
Let's say your audience
is going to be mostly
at a trade show or an
event or a conference.
The question is, do you have
access to be in front of them?
Because part of
the worksheet says
if everything is working out but
you can't reach your audience,
you're screwed.
Because how can you how can
you establish your expertise,
for example?
Not that long ago, the best
way to establish your expertise
is to write a book.
And if you don't
have a connection
within the publishing
industry or you
try that many years
and nobody accepts
your proposal for a book,
you're kind of screwed.
Thankfully, that's
not the case anymore.
So can you reach your audience?
That is a critical
factor in whether or not
this should be your niche.
OK, but if you could measure
some directly via LinkedIn,
is that?
Yes, absolutely.
Then you can reach
your audience.
Mm-hmm OK, so and if
they're not responding,
that's OK, that's a
different issue altogether.
That's a content creation
challenge, right?
But if your audience
is on LinkedIn
and you have a LinkedIn account.
OK, here's the
classic example let's
say your audience is
on YouTube, but you're
in China and YouTube, and
a lot of social platforms
are banned in China.
So the audience is there,
but I can't reach them,
so I have to use a
VPN or something else.
Right so that creates
a natural challenge.
So if you're like,
well, why don't I
just create content for the
local Chinese market using
whatever apps are
available to china?
So you can create the content.
They're there, the next
part of the challenge
is to figure out how you can
create more engaging content.
And I think we'll talk about
that more in the next call.
OK OK.
Yeah, thank you.
I see the gears are turning.
What else are you
thinking about, darren?
No, no, no.
That's it.
That's fine.
OK, sir.
Thanks all right.
Beautiful so now
we'll move on to male.
All right.
So my question is
about the question,
is there a big enough
marketplace for it?
So what do you mean
about the marketplace?
I just want to get
clarity on that.
Yes, I think the marketplace is.
Do you see that there
are other people who
are successful in this space?
What you can do is you can
also check the keyword search
volume.
So what is it that
you're concerned about?
What's the market?
Did you want to be
in the vegan market?
Of course, that's gigantic.
Yes and so I've
been coming to that,
I really want to open a
vegan restaurant in my town.
Yes, because there is
none, there's none.
And it's really
hard for me to go
eat that have caused
even fights with me
and other people in my
husband because it's
really hard for us.
We have to hop
through restaurants
to get, where do you live?
I live in Lake Tahoe, in Tahoe.
Oh, Tahoe, ok?
What's the population there?
Oh, oh, man.
I think it's like
around the North Lake.
I would say maybe
8,000 plus truckie.
I don't know.
Basically small.
It's small, very small.
Yeah, but we do have we are
international destination
tourists.
So we have it's packed
here in the summer.
OK, so I'm going to I'm going
to just give you some things
to ask yourself and then you'll
find out if the market is
can support it.
OK, so population, number
of restaurants, revenue
of restaurants as it's trending
over the last three to five
years, it could be trending
a horrible place because
of the pandemic and what
your peak seasons are,
what the profit margin.
You can figure this
out pretty quickly.
So within Lake Tahoe, with
a local resident population
of 8,000 with heavy
influx of tourists,
if there are 15
restaurants, we might not
be big enough for you.
Mm-hmm If there are 200
probably big enough,
depending on kind of volume
that they experience.
OK OK.
All right.
All right.
Even when you become
the only one, isn't
that a good thing for you, too?
Because I know there is the
people, that's what the market.
Yeah, the people want it.
Yes Yeah.
Hold on.
So to answer your
question, I don't
want you to look for like
confirmation bias here.
If you're the only one.
There's two things that
are going to be one or two
options will happen.
You'll be amazingly successful
or no one will care.
It's a big gamble because
you're thinking, like,
why hasn't anybody
else done this right?
I ask myself that all the time.
Right?
so with a little
research, you'll find out.
And so what I would
do is probably
do the MVP version of
your vegan restaurants
not to have a full restaurant,
but do maybe do order only.
And then you could
deliver it to their homes
and see like, how many people
want this and just test it.
Like what is the
least amount that you
can do to see if there's you're
looking for market validation
at this point.
Right now, people want this
and you could literally
print out 500 fliers and
leave them on the door.
It's like we're offering a
delivery takeout for four vegan
food and go to this website.
And then they can order it, and
then you can fill the orders
and see how many orders you get.
Mm-hmm Don't open up a full
kitchen and a restaurant
and do the interior design
and sink hundreds of thousands
of dollars, only to find out.
No one wants it.
OK, that's a good point.
Start small and try to
see if is meant, yeah,
MVP is what you are
looking for MVP.
Yeah OK.
All right.
All right.
Good luck with that.
Yes all right.
I'm going to say
that Stephanie is
going to have the last
question because I'm pooped.
OK, so Asha, your next.
And Chris, how are you?
Good Hi.
I have a quick question
follow up on this.
Is this a niche that
is poorly served
by competitors or existing
players in the market?
So my and branding and
packaging for wellness industry.
So definitely there are
lots of competitors.
I'm not able to get clarity.
How do I find the
opportunity of gap?
Like what is the best
way to research the gap?
And how do you do that?
Ok?
you remember that website
answer the public's.
OK are you going
to go there you go.
Are you going to find a question
everybody is looking for.
So something has
high search volume.
And then you're going to go
see the answers that come up.
And if the answers
are inadequate.
You know, there's an
opportunity gap right there.
Does that make sense?
Yes Yeah.
So you do, what did you
do packaging for wellness?
I do branding and
packaging as wellness,
and yeah, people know me more as
a packaging expert or designer,
but I'm shifting and I'm seeing
my own three to five years
next as a branding expert.
I love building brands.
So that's what I want
to niche down to.
Packaging is a part of brand.
So that's what I'm trying
to find the reposition
your reverse niche.
You're broadening.
So branding,
packaging, logo design.
You know, like we used to
see the direction you're
heading in.
I was packaging, but then
I learned brand strategy
and I increased
my knowledge, so I
think I can build good brands.
So that's what I think.
Now I want to do that.
That's my shuffle for what
industry, food and wellness,
food and wellness?
OK so I mean, if you take
a rock and you throw it
in a Zoom call, you hit a
brand strategist in this room.
Random, you know that.
But maybe because we're all in
the same tribe, so who knows?
So you're going to
have to figure out
like, OK, so so brand strategy
for food and wellness,
did you say?
Um, because why do
you call it strategy
only I want to provide the
service of the entire thing,
it's called some brain, right?
We'll just call it branding.
Sorry, I'll just.
What is the right word?
I'm not sure that I
want to create a brand.
I enjoy the process of strategy,
discovering and building
the brand.
So that's what I
want to do that.
OK, so branding,
food and wellness?
OK Yes.
Type that into Google
and see what comes up.
OK and put that into YouTube
and see what comes up.
Put that in to answer the
public and see what comes up.
And so like I said, the
example I gave you all was I
searched for branding
period on YouTube
and everything came up with
garbage, except for one video.
Back in the day,
so I'm like, ooh,
I know people want to
know more about branding.
But what's coming up is terrible
opportunity gap right there.
So when you search for something
that's high search volume,
but the answers are inadequate.
That's your opportunity gap.
Question Yes.
So I'm getting on branding
for food and wellness,
and I'm saying th4 health
and wellness brand ideas
or wellness and nutrition
branding, logo design,
Pinterest five strategies.
So how do you
exactly scan through?
Like, what are you
looking into it?
Ok? click on each
one of those things,
click on each one
of those things
and see if it's a
good article or not,
and then see who's
writing it and follow.
You just go down the
rabbit hole, right?
If it's a crappy answer,
then it's an opportunity gap.
It's really good and it's
an in-depth study and shoot.
It's going to be hard
for me to break in here.
Not impossible, but at
least now, you know.
Mm-hmm does that make
sense to everybody?
We're looking for something
that has a lot of search traffic
and crappy answers.
The more traffic and the
crappy of the answer,
the more you're going
to hit pay dirt.
OK, and then you OK,
I got my first answer
that how to find the
opportunity in gap.
My second question was
those three key words
you find in the Sumo.
I want to apply
in my SEO search.
My site doesn't come
on Google naturally,
so I want to make my messaging
very clear using the words what
Google understands.
So how do I find those three
words branding and relevance?
Like, what do I research or
finding those three keywords?
You do literally what we just
do right now, which is just
try keep typing until
you find the three words
that everybody is using to find
what it is they're looking for.
It's not always intuitive.
It's just.
And what I would suggest that
everyone do is slow type.
You guys know, slow typing in
Google, you just don't let it.
Auto completion will do
most of the work for you.
By virtue of auto
completion, it will tell you
what the most popular
search phrases are.
So if you type in
branding wellness
and you'll see a bunch
of options there.
And pick the one that
sounds right for you.
So slow type Google help you
and then you click on that
and like, wow, here it is.
These are the words.
Now it could be that
there are garbage,
and then you'll find an article
that says some different word
health and wellness branding.
Let's just say
that's what it says.
Then then you search that, and
if that gives you the results
that you want, then that becomes
your three keyword search.
Does that make sense?
Yeah, the slow
search is helping,
it's showing lots of bold type.
Mm-hmm Gotcha thank you, Chris.
You're very welcome.
OK Irving, back to you.
So I got six people here.
Uh, I got Jeff Baldwin, Wesley.
I have no idea.
You say that renacci.
OK, hold on.
Hold on.
Go, go.
Search you up all now.
Let's see what he's doing.
Oh, all I get is like
the main website,
I don't actually get him, I
get return of the cafe racer.
OK, so this is not going
to happen in real time
since I don't know
anything about cafe racers.
So what you want to do is you
want to go down the rabbit
hole, you search
on an Instagram,
you search everywhere
and you see what
is being said by whom and you.
Then you look to see if there's
a viable business model there,
as far as you can tell.
There are other sites that
can help you determine
what kind of business
or how much advertising
they're spending.
Then by virtue of how much money
they're spending advertising,
it can give you some insight
into the possible revenue
that they're making.
And then you can see like,
OK, there's a market here.
Look, I didn't even know
what a cafe racer is, so this
is a very narrow market.
What is the cafe racer?
It's a type, it's just
a style of motorcycle.
Mm-hmm If you give me
two seconds, I saw it.
They look really cool.
Oh, OK.
Yeah, if you just type
in cafe racer on Google,
you'll see like, I actually I
bailed them out of my garage.
OK, so it's just something
I can't talk about well,
with people, hence why
I chose that niche.
But before then, I just only
talked to real estate agents,
but I really couldn't care less
about anything in real estate.
Yes so are there clothing
brands and accessories
and manufacturers that service
the cafe racer industry?
Yes and manufacturing like
parts and all that components,
that's who you want
to work with, right?
I was primarily trying
to target the people
like I pay the garage to
build this bike for me.
So I was trying to get those
garages to help them attract
more clients that want
to build as opposed
to doing it themselves.
OK, so there's a whole
ecosystem here, right?
Like if you do it yourself,
you could buy parts
and then there's clothing
and products related to this
and the people actually build
the custom bikes for people.
Yeah, so when you go to
a custom shop like this,
is it a big shop?
Do you see a lot
of people there?
Does it look like there's a
lot of money moving around?
And the two that I know
that are big, that is, Yes.
And if you were to guess
how much volume or business
they would do in a
year, what revenue
do you think they're making?
Are from the research
I've done in the area,
we're looking at $4
million a year in revenue.
OK, how many of those
businesses exist in the area
that you're targeting?
How many businesses do I know
that exists in that area?
Yeah in the $4 million range?
I probably.
Shoot 10.
More than that.
200 Less than that.
I don't I don't remember
the exact number,
I think it was less than 100.
It was like less than 100.
It was less than 100 like 90.
Yeah, we'll see.
So there are 90 businesses
that do $4 million
of business you could corner
the market for million business.
Isn't that big of a business
to be hiring people?
Right, so you've got to
think about that, too,
because if you use
a simple formula,
10% is spent on marketing
right for the entire year,
so their entire marketing budget
branding budget might be 400 k.
Mm-hmm And that's
for the entire year.
So initiative for them might be
how many different projects are
going to do the year, maybe 10.
Might be like, yeah, maybe
my math is right here,
it's 400 it's 40 k, I
don't know, I'm not.
I'm not so sharp right now.
10% of a million is
10,040 ks out 400 k,
so it's 40,000 that they're
going to spend a year
and they can do 10
different projects, possibly
so their budget might be 4K.
Can you make a living doing
projects for k at a time?
Yeah OK.
Maybe it's still viable then.
But I would focus on the entire
business ecosystem and not just
the people who build them.
Yeah, because I was also
going to do something
very similar to Jennifer
and like this one company,
all they do is make leather
gloves for motorcycles.
And in that style,
like in all their ads
and stuff that they make
like they have cafe racers.
It's like I was going to like
best gloves in their category
and then just go down the line,
make some sort of badge or.
And then put it out
there, see what happens
and then step four however
long you can create content
around you reviewing
different products
and talking about it so
that people in the cafe
racers like, you know,
we've got to work
with Irving because his
audience is ginormous.
And that's how you
build your authority.
Right?
Yeah.
Yeah, you could do that.
See, OK.
All right.
Just can I just say
that the way that I'm
thinking about the
award since you were
talking about doing that too?
I do not count on making
any money or return
and even getting maybe not
even getting leads on it
for like probably
like a few years.
It's a long it's really a
long, long, long kind of play.
It is a long term place so that
maybe when my hands give out
and I can't really
do the design,
I can do brand audits
or something like that
because I would love that.
That would be fun.
So I'm just positioning
myself for the future.
So if you're looking
to get leads now,
it's not going to
might not do that.
So I'm running out
of time, everybody.
You guys can go
back, channel on me
and then just do that because
I got to get through Stephanie.
But I want to point
out something.
So Jennifer, this idea is really
big and it's a lot of work.
What I heard from
Irving and his idea
is a lot more tangible because
you could just review and talk
about things and share his
informed opinion as an end user
and everybody listening
can be in between.
So Jennifer's first minimum
viable product of her award
show is that she just rips
apart packaging like one package
at a time and talks about it,
talks about the beauty, what
it does, the sales
and researching
in a very short amount
of time, Jennifer
can be seen as a top 10 leading
expert in beauty packaging.
Without even doing
the words so so
you can ramp up
really fast, right?
So I think there's a point of
entry for anyone from where
Irving was talking about it
to all the way up to where
Jennifer is talking about,
which requires a lot of effort
and energy to get there.
So think about that, Stephanie,
you have the last question.
OK, so thank you.
So to Mary, this whole
strategy with your previous
call that you
didn't back in June.
June 2nd.
So would you suggest that we
do the whole incognito mode?
Google search first
for our three things,
then from there, but Sumo
to even get to like, OK,
who's the top people?
Yeah so I just wanted to
ask that, yeah, it's almost
like these calls are connected.
It's kind of weird.
But Stephanie, yeah,
this is your first call.
You might want to go back
to the last call, call 1.
You're like, wait a
minute, didn't you
just talk about this?
Yes, I did.
I connected.
OK, so that's a good strategy.
OK, all right.
Yes, you got it.
100% So we want to
develop, at least
in the eyes of our
prospects, that we're
the experts in a
particular category.
We want that.
We all should want
that because then you
don't have to compete on price.
That word of mouth
advertising will work for you.
You'll be sought after
and it'll be much easier
for you to convert and sell.
Could you guys just
imagine for a second?
I just want you to
imagine something.
Imagine yourself on a TV show.
All of you just
play with me here.
Let's say it's on
the Food Network.
If you're in food
packaging or you're
an analyst or something where
CNN calls you all the time
to talk about beauty packaging.
Just imagine what that would
be like Anderson Cooper is
like, so yeah, we're
bringing in Jennifer.
Jennifer, what do you think
about the latest launch
of this thing.
Is there such an uproar?
Well, Anderson,
Jennifer says, well,
based on the studies
I've produced xy z,
this is what's
happening and this
is why millennials
are responding to it
and this is what
they've tapped into.
Imagine that what that
would do for your business.
All right, so Phyllis is like
sitting there rubbing elbows
with Bobby Flay and
everybody else in the world,
and she's just synonymous.
She's on Oprah talking about
barbecue and what barbecue?
That's where you
guys all want to be.
So there's some challenges
coming, by the way.
It's right.
Once you identify
your niche, I'm
going to challenge you to
be on three podcasts talking
about this.
Get yourself invited
to three podcasts.
OK, and before you can get
invited to the podcast,
you've got to get
your mic game on.
OK, so there's more steps here,
so we're going to do some work.
So when OK, with
that deep breath, ok?
Yes OK, let's get it.
Let's do it.
Let's get this bag.
It's not going to
do it by itself.
I'm telling you right
now it's just not waiting
to get help with my mic setup.
Chris, I apologize.
Yes from you.
Yes, I will try.
Who also then
offered to help who?
Then I have to drop
the ball again.
So yes, to answer for you,
I had to wait for Cody
to tell me what the mid setup
is, and I just got so busy.
I'm sorry you harass me.
I give you permission
to harass me
until I've been able to
satisfactorily answer
the question.
OK, OK, I'll take you up on it.
Yes yes, Yes.
Let's just say he said podcast.
And I'm like, Oh yeah, right.
Audio audio.
You got it.
OK if you are currently feeling
like I'm an expert at something
I would love for you to do
live coaching on Clubhouse.
Not a lot of effort,
just practice.
Phyllis, if you have a friend
who's in the restaurant
space that's doing barbecue.
I would love for you to have a
conversation with this person.
Interview them and just ask
lots of questions you interviews
on Monday.
Bravo Bravo.
There you go.
OK, I want you guys all to
go out there and practice
and demonstrate your knowledge.
There's nothing.
That establishes your expertise
better than doing real time
live coaching.
Small group doesn't matter.
Do it.
In a movie up there.
OK are you trying to pull a
fast one out of me, did you?
And I did.
Girl, you get it.
Go ahead.
And I'm only asking because
I see my question resonated
with other people in the chat.
And the question is, where
you serious about damning you
about the 1,000 Ig followers?
If we don't have one to DM you?
Yes here's what
we're going to do.
I shouldn't have said it.
I'm a person of my word.
Here's what I'm going
to do on circle.
You're like, hey, do you
have 1,000 followers yet?
Chris is going to
help all of us.
I will do a call
just with you guys
and we'll figure out
how to get there.
It is not that hard to
get 1,000 followers.
I need you to start telling
yourself that every single day.
It is not that hard to
get 1,000 followers.
I do have to show up.
I have to be myself and I
have to do it consistently.
It's all it'll take.
And I'll tell you how to do it.
OK, I'll tell you how to do it.
Not not right now,
but I will tell you,
so we'll do a special
call, help all of you.
OK And the secret
right now, secret, I'm
going to tell you
right now if you write
a really good carousel that's
well designed, if you send it
to me, it's good.
I will post it, and I'll
get you probably a couple
of right away.
Yeah OK, I will do it,
but it's got to be good.
And it's got to fit the
audience that I speak to.
So if you do something
like it's too weird for my,
for my market, I'm not
going to post it, ok?
It has to be good.
All right.
OK Yeah.
Yeah all right.
All right.
Let's do this.
OK, that's it for me.
I'm going to hit Stop
Recording here, Craig.