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But I'm not an expert Pt.2

Chris Do breaks down The Authority Architecture which is built on the three bs, build, borrow and be.

Important: We’re sorry about this, but this transcript is hard to read. We’ve added the wall of text below to help our search function better. If you’d like to help us format this, please reach out to andres@thefutur.com. In the meantime, simply turn closed captions on (CC) the video above to read along.
OK and I'm going to ask that you all make sure that you're muted unless you have something significant to say. OK, and then if you do feel free to interrupt me at any point in time. So now I get to share my screen. And andries, I want you to be quick on that mute button, if somebody is like talking to a kid or something. Please mute them for me as soon as possible. I'm very sensitive to sound. All right. So this is called one, eight, nine, but I'm not an expert. This is a feeling, I think that many of you may feel, but we need to build our expertise. This is called number two. Number two in a series two of two, if you haven't done so, I would stop this recording. If you're watching this later and I would go and watch call number one, I will do a really quick recap, but it's going to go pretty lightning fast. There's some exercises in here, and I'm going to recommend if you've enjoyed this conversation, part one or part two to go ahead and pick up the book. I've tried my best to extract the best parts, but there's just too much in a book that I might able to cover here and also to support authors. I'm not making this content as a means to shortcut or shortchange the author authors make a living by you buying their books, and it's a book by Mira coton, and she's written several books. So here we go. In part one, we covered why an expert, the expert, niche and staking claim, and today it's going to be a meaty one. We're going to talk about how to be present to build authority quickly, the authority architecture, marketing your expertise and building a marketing campaign. All right, a quick recap. But I'm not an expert, Chris. I get it. I get it. So let's start with a common definition of who is an expert. Someone who has acquired knowledge and skills through study and practice lets you in a particular field or subject, and that's your niche, such that your opinion may be helpful, in fact finding problem solving or understanding of a situation. So look at this here. There, it requires you to have a couple of things. One is to select your field or subject area of expertise. You just need to pick something. This is your niche. So when you say I'm a visual communication conceptualist, my god, what are you really doing? So brand strategy, I get, that's a field that's an area of study that you can then practice and develop the knowledge. That way people will seek out your opinion. That's all that is. That's what an expert is. We looked at the expert quotient and the expert quotient has the three Bs to build to borrow and to be. Obviously, if you're on this call, you're already not the expert that makes a lot of sense. So the two things we need to focus on are build and borrow, and we're going to dive deeper into that. You can build your authority, which is what you're all doing today if you're making content, if you're being visible, if you're putting in the work and the practice, and you can also borrow it from others and we'll tell you how. OK, this requires, as I mentioned before, for you to pick an expert niche. I know this is a scary word for a lot of you, because it means you have to make the big decision, which is to decide to get rid of other things, to focus, to narrow your focus is really important in somewhere in this intersection between you, your audience and what the market wants is your expert niche and some criteria. It's a hungry market that's actively looking for help to solve a very specific problem. Of course. It includes your ability to deliver. So if the hungry market is looking for expert typography designers and you suck at type, that is not your expert niche today. It could be your expert niche tomorrow. OK, and I know that there's some sensitivity in this community and the people who dislike this community in that they're like, well, everybody's walking around saying they're x when they have no freaking experience. And to that, I say, that's OK. As long as you work diligently to acquire your expertise relatively quickly, just keep working at it. Now, the bigger the title that you throw around there, like if you're like, I'm a brand manager, I'm an executive brand consultant. Whatever it is, that means a lot of people are going to have expectations attached with that fancy title. You need to be kind of careful if you say, I aspire to be a brand strategist, that would be probably more appropriate. I'm a brand strategist in training. Probably more appropriate. OK so to each their own, if you want to have a fancy title. Go for it. Just realize you're going to have to live up to that and people are going to be sometimes critical of you. All right. So the question is, hopefully you've done, everybody has watched part one ahead of this. And I just wanted to ask you quickly to write in the chat. This is not a Yes or no question. Did you find your expert niche if you did right your expert niche? You should be able to write this in three words or less if it's more than three words. We have a problem. So take a moment right now to write in the chat what your expert niche is. Now, if you're just joining us, there was a worksheet from the book itself. I downloaded the free download ables. Now I'm on mirror's email list. So I'm getting all our emails. It's a bit much. There are a couple of questions that you ask yourself for each niche that you're thinking of. And you should have done the worksheet to find this undress. Tell me, are a lot of people typing in their two to three word expert niche? Oh yeah, I can't even keep up with it. Wow this is good news. We're making progress, ladies and gentlemen and non binaries. OK, pnb's, this is wonderful. OK, so this is the first step. This is a very critical step. I don't want to marginalize this. This is a big deal because making this decision is going to set you on a direction in your life so that you can draw to yourself, draw to attention, resources, books, ideas, concepts that are going to help you build your explanation. And the whole point of this is for you to become the obvious choice. So ask yourself this question when someone thinks of my expert niche. Am I the obvious choice today? Now that is a Yes or no question. So if you say I'm a brand strategist for sustainable companies in the US. Now focusing on food related food and beverage. OK are you the obvious choice today? Now I'm going to imagine that many of you are going to say no, probably almost all of you will say no. Do we have any yeses there? Undress waiting, OK, it's OK. We're probably seeing a lot of no's, right? Uh, yeah, and knows no. Yes, this is good news, everybody, good news. Congratulations take a deep breath. Everything is good because this whole series is called, but I'm not an expert. So you're going to become an expert by following the exercises on the prompts we've laid out for you. This is good news if you're already the expert, if you're already the obvious choice. Chillax maybe you can leave this call because you could do something else because you're afraid to achieve the goal of this call. OK staking claim. Just a quick recap here. How you're able to claim your expert niche is you do a couple of things. You have to challenge existing standards. You have to go against conventional thinking. You have to break the sacred cows. Become a myth, Buster. The fastest way to become recognized in this space is to say something that challenges conventional wisdom. And then in order for you to do that, you have to take a stand. Be polarizing. And you want to look for opportunity gaps and solve those opportunity gaps that exist between where your audience are and where they want to be. Any time you see friction and tension, that is an opportunity. Quick example on Clubhouse as they go through rooms, especially in midday and into the evening. I don't see a whole lot of really good rooms. That sounds to me like an opportunity gap. I imagine there are other people looking for rooms to join. And if I don't find something, I can create a room, hopefully and solve that problem and get known. OK, I know some of you want to grow on clubhouse, and, you know, in order to do that, you have to start thinking of rooms and room titles and room structures that are going to draw people in. This is how you start to build that authority. OK so let's pick up some new ideas from the book, how to be everywhere and to be omnipresent meeting, I don't know what it means. It just means everywhere, no matter where you look. OK, so what you want to be able to do is to quickly build. Hi quality content around your niche across multiple platforms now don't. Don't freak out just yet. There's a plan here because this creates the impression that you are everywhere. This is what it means to be omnipresent. So I get this a lot from people. Chris, you are everywhere. Everywhere I turn on the internet. You're there. How are you doing all this? It's a trick. It's an illusion. It really is what you have to decide for yourself. First is what is your most natural way of communicating and creating content? How do you express yourself? We'll call this your signature master content, and then what you do is you get really creative about repurposing this content to exist in multiple places, so it creates the illusion that you are everywhere. Some of you like writing, so writing will be your most preferable and natural way of communicating. Some of you really have a great, amazing voice. Podcasting is probably where you need to be. Some of you are designers and don't want to speak to other human beings. Maybe Instagram is your place. You can create visual things. You can create animated slides or animated text or something that moves so that you don't have to move. And some of you are very charismatic on camera. You come alive. You, you express ideas and you emote. You communicate with your hands and your eyebrows. Those kinds of things will videos your preferred way of communicating. You need to figure this thing out. I'm going to give you one more prompt right now. Take a second to do an internal audit. What is it that I feel most natural to me, to natural to my being in the way I like to create and to communicate and go and write that into the comment? Is it podcasting? Is it? Video is an animation? Are they static images or carousels for instagram? Is it writing long form articles? What is it just write that in there the chat will be saved and I could review it later if we spot any patterns. Andras will help me and we'll make more content for that. Now, once you identify your preferred content, style and way of speaking, you need to find the platform. That your audience is most likely to tune into this is really critical. So if you like writing wonderful, this is the foundation to almost everything. If you really like writing, you have to sit there and think, where is my audience, where they're looking for news and entertainment from? And that's where you want to be. Those two things overlap. That's where you start to put your energies. OK what we want to do is we want to establish our home base on one platform and think how we can repurpose that content elsewhere without it feeling like we're seeing carbon copies. And just like this diagram looks, your master content is this big circle. Your repurposed content are tiny circles. They're snippets, they're cut down versions, they're re-edited, they're simplified. It's information graphic. It's a tweet. So that way, you're not killing yourself, making different kinds of content, but you're also tapping into applications and the way that the applications are looking for Native content. OK well, what's the goal? The goal is to position yourself as an expert. Obviously, so that you can attract people who need assistance so that ultimately, ultimately not right away, you can sell your products or services. Now most of you are in the service space, so you just focus on the word service. Ok? you want to be able to provide a service to your end user, to your customer, and in order to do so, you need to be seen as an expert to rise. According to Garrison, just an 1/8 of an inch from your competition. That's all it takes. So how often should you be posting? Well, this depends what you want to do is you want to find a cadence that works with your work schedule and the demands that are placed on your life. So whatever works for you. But the key here is to be consistent. So that you can create anticipation for your content. It could be daily, it could be weekly. It could be biweekly. It doesn't matter. But what you want to do is to create a schedule for yourself and stick to it. My recommendation is do not overcommit at the beginning because it'll start to stress you out. Let's say you think you can make two pieces of content a week. I will cut that in half and say one piece of content a week. Stick to a day and a time. If you serve a North American audience, I would stick to the morning. We find that to be the most consistently viewed and consume content. For me, that's around 7:00 AM Pacific Standard Time. So you adjust your time accordingly. OK, so if you're in the Philippines, if you're in India, if you are trying to attract a North American audience, Canada, United states, try to line your posting schedule to where and when your audience is going to be looking for content. Once you get into a cadence and people are starting to expect this from you, you can if you want to increase the frequency. But do it in a way that you can maintain for at least 90 days. OK all right. So where should you post now, some of you are not sure where you should post? So there's a website called similar. Hopefully it's spelled out, right? Yeah similar web. And what you can do is you can type in the web address of your competitors. If you have an overlapping audience. So key in their website into similar web, if you haven't used this tool before, it looks something like this. So I didn't know what to do. So when I plugged in masterclass and then I see that they have a global rank and they have a country rank and a category rank. And you can see that there's this blue circle and says compare. You can compare it to your own URL. But if you opt in for the more advanced versions, you can look at referrals. You can look at what you're doing on social, where they're spending money on advertising, et cetera. And you can really kind of spy the spy what they're doing and kind of see where they're posting content, where they're advertising. This is going to give you a big clue. And just for fun, I compared it to the future and it gave me some interesting results. US versus. Masterclass, if you can believe it, so look at this global rank worldwide, they're at 5,828 where 104 thousand, so we're nowhere close to them, even though they're moving down and we're moving up. So we have to work on that. You can see where they rank their light years ahead of us in terms of their ranking. Probably because they spent a lot of money in advertising and have superstars. You have me, Ben burns, Matthew and Zena and Greg Gunn and soon to be Anne Lee Hanson, I mean, we're competing. Not really. OK, so you can check it out, find out that where your audience is hanging out and start to create content for that specific space. All right. Moving on here, the authority architecture. Authority is simply where you get others to listen to you so that you can impact your opinions and purchasing decisions because of trust and credibility. So we're hopefully demystifying or taking away some of the importance of the word expert and authority. You just want people to be able to listen to you and persuade them, that's it. And how are you going to do this? Well, the first idea and we said that we're going to dive deeper into this is can borrow it, it's easier to borrow something and we look at this ladder of. People like if you want to borrow authority, we all look for the high profile authority figures. The people on news outlets, people have millions of followers, but they're not so easy to get access to. In the book, m talks about going for the low profile authorities and working your way up the authority ladder. So what? She suggests that you do and this is a homework item here, so you may want to screen capture this is you want to build a list of guest posting targets. This is how you borrow authority by being featured or shared on someone else's platform. You leverage their authority and their audience. OK, there's some questions that Mira says you must ask yourself, does your audience frequent this site or this platform? And does this authority person? Have a similar audience to you. That's why we were doing the similar web thing, ok? And does their audience need help with the problems that you solve? If it does, that's a prime candidate for you to reach out to this authority figure and to create a guest post for them. It could be a guest blog post. It could to be interviewed on their podcasts or how you can create some content. Katie Sandell, for example, created a Keynote presentation to teach people how to build leads without being an expert, without speaking English as a native language. And she shared it with us and we released that episode. So she's using our authority in the space, and so far the video has 20,000 views, and that's a pretty good view count. So it exposed her to 20,000 new people, and she told me that her inbox is just jammed now with people asking for help. That's how you borrow authority. That's pretty straightforward, right? OK there's another thing that Mira recommends, which is to use your niche keyword and type in guest post to look for places that feature guest posts on a regular basis. And so there are a couple of keyword combinations. So if let's just say your niche keyword is brand strategy type into Google brand strategy, guest post brand strategy, guest post opportunities guidelines submit guest post something with the word guest posts in there somewhere, and you're going to start to see a list. And hopefully that'll just excite you, because, wow, I didn't know they were open to doing this. Now, if you scroll through my Instagram feed, you will see my guest post guidelines. And then people ignore them, and that's why I don't share their content. But if it's a good piece of content, I will share it. And one of the latest ones that I shared has over 40,000 views, and it's helped me out a lot. And I'm going to have to follow up with the person who wrote the guest post to see what kind of increased traffic it has on their personal feed. OK there's another thing that you can do, which is to literally type in list of websites that accept guest posts and include brand strategy or something like that. That's another strategy that you can use. Now you're going to want to look at all of your options and then start to. Curate or prioritize this list. So first thing you want to do is eliminate any inactive sites if they haven't posted in the last month, two months, three months, you're probably just going to want to chop them because nobody's going to those sites anymore, including the people who created the site and start to prioritize your list. There's a scoring system that Mira uses. You can create your own set. A couple of different criteria as to who you want to target could be accessibility. It could be reach. There's a lot of different ways to measure this, meaning if somebody has high reach but they're so inaccessible, you might want to lower them on the priority list. Hi reach, very accessible. You see a lot of guest post there. There's a good chance, a high probability that they're going to feature your content if it's good. Make sure you do your homework to tailor your content. The phrasing, the messaging, the style for their audience. If you don't do this, you're creating resistance from the authority figure and you're going to lessen your chances of getting it included in their blog, their Podcasts or wherever else or posting content. OK, now one strategy I think is very, very effective is once you let them know you exist by engaging and sharing their content on a regular basis prior to reaching out to them. We see people do this all the time on Twitter. We see them do this on Instagram and elsewhere, like heather, crank is one of my favorite human beings because just about every single thing we share, she shares as well. And she's just doing this, I hope, because she genuinely excited for us and wants to support the future, and I appreciate that. And you notice every time I say her name, I smile a little bit. So there are a lot of people out there who do this, and this is how you start to build a relationship with people who have more authority than you right now. This is how you're going to ultimately borrow from their authority. And there's a little asterisk there. So when you engage with their content, when you're commenting on their content, when you're sharing their content, you have to add to the conversation in truly meaningful ways. There's a phrase here that she adds, it needs to be head turning. Yes, you have to be willing to say something in emphatic terms. Remember, break the sacred cows. You've got to say something that they're going to recognize you and they're going to see you and you're going to rise above everyone else's commenting something that is not head turning. I hope that makes sense, this is a very effective strategy. I've used it and people have used it on me knowing that this is a strategy, it still works. Think about it. Every morning I post something on Instagram. I'm looking for three comments to pin because I'm allowed three comments to pin. Which ones I'm going to pin? It's obvious the people who added to the conversation in meaningful way on YouTube, if you say something really smart, something head turning. I can only pin one comment, but I can do that as well. And this is how you're able to raise your profile just by writing a smart comment and engaging with it. You might just pick up followers this way, you might start to build authority in this space, let alone your ability to reach out to them later, because they're going to recognize you. OK, some things to do when you pitch your content, state your niche and what you write about, what topics are you suggesting and why they're a good fit for this authority figure in this expert niche? Right, just to remind you again, make sure you're familiar with their content and posting guidelines. Don't make them pick for you. Oftentimes in my DMS, people kind of write a guest post. I'm like, yeah, they just wasted one interaction right there because they were not specific. They do not tell me what it is that they want to do. So they're going to try and then it's not going to be the right fit. OK some other rules. Make sure that once your post goes live, wherever it is that you stick around and you engage. Do not disappear. Do not ghost on it, because people who see you engaging. Are more likely to share your content again in the future because they're seeing like, wow, this person is really helping me and my community out. You rise above. Now here is where she takes it to the next level, which I've never done, but maybe you should consider strongly consider if you were able to land a spot on a high profile authority in an expert niche. She recommends you create a custom landing page for their audience on your website. And you back link to that specific episode and to include any kind of lead magnet or email capture device right there. So you're doing several good things you're associating, you're attaching yourself to this expert, you're sending traffic to their Podcasts or wherever else, and you're also capturing interest and aligning yourself with the expert. So you're doing two really good things for yourself right now. We've noticed some guests go out of their way who have been on our podcast to share the episode on different platforms. It makes us really happy because that episode will outperform. So think about why you would want to do this. Oftentimes at the end of the season, at the end of the year, experts will say, here's our top 10 performing episodes pieces of content this year wouldn't be great if you were in there in the top 10 because you helped to push the audience there. You're getting additional visibility at really no extra costs. I hope that makes sense. I'm going to pause real quick, undress any questions so far. No questions so far. As ridiculous. OK I feel like I'm talking really fast, but all right, I'm going to keep going. OK, build. OK, naturally, you want to do a combination of borrowing authority and to build your own authority. All right. So there's some really good ideas in here and they might be overwhelming for you just to even listen to them. But just take note. One of the things I like to do when I'm learning something is I leave the decision part till later. I don't want to judge anything while I'm listening. I just want to listen for what the potential is. And afterwards, after I understand everything, after I let my mind live with it or sit with the idea for a little bit, I would decide. Here we go. Number one and she spends many pages on this run. A free challenge. To solve a specific problem in your expert. We did bingo, we did 100 days of content, but we weren't as focused, so my team should take notice of this. So Stephanie, Anna Lee Andres, take note of this, ok? Help participants achieve a very specific desired outcome. And she recommends doing it for a very short period of time, like a week. Three to seven days is enough. And what you want to do is have something that pops in their email on a daily basis to go along with the challenge. So some guidelines here, so that's a big idea, run their free challenge to solve a specific problem with a desired outcome for the audience to is participating. Decide on the goal of your challenge. Like what the outcome is? Who's this challenge for and where you will promote it? What results they can expect, how long it will last and to pick a really cool challenge title, it would pick a cool one. You could probably use a hashtag on it and start to be known for that thing. I just heard a little child in the background. Somebody, make sure you're on mute, please. OK all right, so there's the template here, so the template goes something like this, a problem, challenge or struggle. A time period, 7 to eight challenge for you two and then the big promise solution desire. So the example here included in the book. And there are several that are good in the book. So if you like what you're hearing today, I'm going to prompt you one more time to buy the book. Ok? after this call, I'll include an Amazon link to it. It's an affiliate link. So if you want to use that fantastic, I'll make $0.30 on it. If you don't, doesn't matter. I'm not going to. I'm not going cry over it. So here's the example struggling to lose weight, I misspelled that even with diet and exercise, that's the question, right? So that's the challenge struggle. Take part in the seven day challenge to lose. This is the very specific outcome and desire five pounds without going hungry or feeling miserable. So those are objections built into that without going hungry or feeling miserable. So she's very much using the right formula, which is results, objections and timeline. This is a perfect title. It has a timeline, seven day challenge. The result is to lose five out. And the objection is going hungry or feeling miserable. OK does that make sense, that's your template? Yes we got some questions. Is it ok? Awesome Yeah. Let me stop the share. All right. So we got one question from Tom. And he says what should be on that landing page for a post referring back to the custom landing page? And then we have another question from Diane Gibbs. OK, so the custom landing page so like if you're featured on Joe Rogan's podcast? You're going to design a landing page and say, what is he call his people? He has a term. And then he has that crazy logo with him in a circle and like whatever third eye thing he's got going on his face. And you want to design it. So it feels like it's speaking to Joe Rogan's audience specifically, and you're going to write some headline like whatever the cool headline to let people know what you spoke about. Link to the episode and maybe some album art or frame grab or any piece of art that you can reference. You're going to create some copy so that CEO starts working for you with a link back to that piece of content. And then you might. Have a little soft proposition there at the bottom, which is I created a additional piece of content, a seven page guideline to this very topic that I spoke about on the Joe Rogan podcast, the Jerry experience. All right, Joe Rogan experience, and click on this to sign up for it and download this thing. It's actually pretty straightforward. It's probably a summary of the episode, with some additional content and information with a link back to that, but I'm just going to recommend at that point. If you're really curious, she goes into it in depth in the book, or at least more so than I care to talk about it. Ok? it's a pretty straightforward, very easy to read book. You can read this book probably in less than a day. It's not poetry. It's useful and it's clear, and I like that. OK, what's the next question? All right. Thank you for that, Chris. The next question is from Diane Gibbs. How long should we promote the challenge before it starts? Oh, OK, let me finish the challenge part. Then and then hopefully that will become self-evident. There's things that you need to do, but if you're excited about this idea of a challenge, it'll just let it permeate, percolate in your brain and see what happens here. Because I never thought about running challenges to promote my authority. But people who create challenges. Feel like they know what they're talking about. And that's the whole point of writing a challenge. Any other questions? No, that's it, beautiful. All right, let me go back to sharing this thing. OK, I hope you guys are getting value from this, especially during that question, I was able to fix the lose weight thing. So there you go. So don't screen. Share the typo. OK, so what you want to do is you want to create promotional content and to create the critical pages and content necessary to support your challenge. OK and so this means you're going to have to make a list and you're going to figure out, OK, do I need banner graphics? Do I need vertical videos, whatever it is that you need? And I know Dan has a. Conference and event coming up. So creating a challenge, a mini challenge to lead into that would be really good. So, Diane, maybe you and I can chat later if I have time, I will sit down and try to help you come up with some ideas or I could review your ideas with you, ok? Sounds good. Thanks, Diane. Nice to hear your voice. OK Yep. All right, the next thing that you can do is you can create interactive content. I didn't know this is the thing, but now that I'm aware of, I'm like, well, OK, that's what I've been doing on Clubhouse. So we're talking about live coaching, live transformations and people getting in the hot seat. Am sessions and there is no easier place to do this than clubhouse. No easier place. So if you're an authority, you're an expert. This is how you're going to build your expertise. Remember, we were moving from borrowing and now we're building. And so if I want to help people solve pricing questions, people are going to get to know me as a pricing person, as a person who understands how to talk about money or say, overcoming objections or content marketing. So I was thinking about hosting a room on Clubhouse later today. If I have the energy, say, 600,000 followers on Instagram, how can I help you? Or here's what I've learned. So this is live transformations, it's live review, it's live critique, it's live coaching, so I know there are a bunch of coaches in this group. Start thinking about how you can position yourself as the mindset coach or the being coach or the brand strategy coach by hosting live transformations. I know this is super scary for some of you. And if you need help with this, please just reach out to me. And the number one way to get my attention to create content with you for you is to make some noise inside the circle group. This is where I pay attention to like, if something has 50 comments or it's just exploding with activity, I'm going to notice it and then I'm going to address it. OK, so all you coaches out there who are afraid of doing live coaching? I can help, I want to help, but I need to make sure enough people want this before I invest more time in it. Quizzes and assessments, something I've never done, something that Ben burns does sometimes. Maybe Stephanie will do so you can test your audience's knowledge about your niche, and then you can send them targeted emails, depending on the results. Now we participate in these kinds of things all the time. I was hosting a room with Lola, with jewel and Martha, and they told me, what's your instagram? I'm like, what is that? So I go and type it in Instagram, and then I take the test. It takes me about five 10 minutes and then they send me results. It's, of course, when they send me the results. I'm on their email list now. Kind of mildly annoying, but whatever. They did something they told me what my Instagram is, I don't even know what it is anymore, but there it is. So if you guys can create a quiz or an assessment, people love those things, by the way. And if you're a designer, you can make them beautiful. So whatever they get in their inbox is going to be beautifully designed. You're doing two things there. You're building your authority and you're also saying, man, I'm a good designer. OK, next one. I've heard about this. I didn't really think about it and then all of a sudden and I'm like, Oh my God. This is happening to me right now. Horo, harl stands for help a reporter out, so there's a daily newsletter that lists topics and stories where reporters looking for someone with a particular skill set like Liam neeson, you know? So they're looking for you right now, so I don't know if you know this, but go look for the daily newsletter with the topics now. It's like, I've seen this before. Oh my God. For whatever reason, I'm on this LinkedIn email list. I thought it was annoying, but now I know what they're doing. It's help a reporter out. So LinkedIn sends me an email telling me what the trending topics are from this woman. Her name is Jessica Hartog, our. She's the US News editor, and she's telling me like 10 different topics that are trending in the United States and worldwide. That if I have a opinion or point of view on to reply to them directly. So those of you that are looking to grow and LinkedIn, and if you are in business, that should be everybody right now, everybody on this call should be looking to grow and LinkedIn. If you have a point of view on these topics specifically, and you're on this list with Jessica and you have access to her, you're going to want to respond to this because they're going to probably feature your content. They make no promises, but the fact that you're responding to them when they need help on a trending topic, there's a good chance your thing could blow up overnight. So write that name down, Jessica Hartog togs, I don't know why, I don't want to see it as. She sends me an email, usually once a week, about trending topics, I ignore these emails because I'm overwhelmed with just trying to keep up with the content I want to write. Plus, most of the times those topics I have no interest in, I have a very narrow niche. OK does anybody else here get this email from Jessica photogs? Just say Yes. Anybody? OK, well, now you have somebody to target to interact with. OK all right. The last one in this list of building expertise is probably the toughest one, which is the self-publish your own freaking book and you're looking at like, Oh my god, Chris is trying to kill us, me, but I am. Right, so self-publishing is a labor of love. It can suck three to six months of your life away. So this is the reason why it's last and it can be expensive. And then you have to deal with distribution and all kinds of things. It's a nightmare in itself. So the easier version of this is to do an electronic version, which will help reduce the risk of having inventory, dealing with shipping and just creating a mess for yourself. And what you can do to make this more palatable is if you think of your book in chapters, write one chapter at a time and then publish that chapter. And then later on, you can revisit it and connect the chapters together in one edition in the one collected volume. It's a lot easier to do if you do it that way. So write your outline your table of contents and then figure out, OK, chapter 1 is this. You don't even need to write them in order. Write whichever one you're most passionate about. And then you can share that. You can share for free. Tom Ross wrote a book on building community. He interviewed a whole bunch of people who he likes, who he thinks have a really strong community and he put something together. It's quite nice. So Tom Ross from design cuts. If you want to check out his community book, you can watch the live stream that we did together. And then you can grab a copy of his book. See how he's going to become the authority in community building. Just like that. Well getting tired, marketing your expertise. All right. Now, I know what you're all thinking, I suck at marketing, Chris, this is terrible. Why would you ever dare say those words to me? First of all, I'm not an expert. Now you want me to market my non expertise. Yes, I do. All right. You remember this triangle? There's like, what is it? Six steps to it? So in order for you to market your expertise, you have to be able to identify your target audience. You need to attract your audience. You need to capture your audience's attention to nurture them along the sequence. I'm sorry for the contrast, low contrast. Then you're going to convert them into becoming a customer. And then if you do it all right, they become an advocate. They share you with their friends. They share with you publicly everywhere. You're that good. OK, some things you need to know. Yep, here we're back to Google again. So everybody that's available next to a computer, I want you to type in your name. Usually, I tell you not to type in your name, but today I'm telling you to type in your name and see what comes up. So I did it. I'm a little shocked myself. So I'm like, shoot. How's this going to look? So Google your name. And there I am. The first entry is right up there, and I didn't click on any links. I just screen captured. Whatever Google spat out, it's the first top 10 results. So it says exactly what I wanted to say, except for. It's not clear how I'm helping people, so it's missing things. Oh my goodness. So I need to get in here and fix a bunch of things here. So it says on an award winning designer director, but he doesn't talk about any of the benefits of what it is that I do. So I just recognize I have a problem. Good news is I can change this and Google re index it pretty quickly, and I could shape the narrative as to what I want to be known for. OK, now as you're searching your name, some of you won't even be listed on there because somebody more famous than you has your name and it sucks. So you have to work at this. Out of curiosity. Did body type in their name and were pleasantly surprised? They're the first listing and it says what it needs to say. Anybody type in? Yes type in, yes, in the comment. That undress, if somebody says yes, just shout them out right now. The list is growing super quick. We got there's a bunch of people saying Yes. Yeah Ashley Smith and Mohammed faraz Gerald. Wow, Ivy Monica, Michelle Yeoh. I recognize some of those names. Beautiful, beautiful. OK, Ashley, what is your say really quickly? Hey, hey. So mind says I got to do again, the one I got to be here you for some reason. Natalie, can you hear me now? Yes, I can hear you now, Yes. This, your say. So when I go to it, the first thing that it does is it goes to my Twitter, right? So at the top, I have a Twitter account floating. Yes, it's just great because that's just like a constant feed. And then it goes into my teams like so where I am on my web page. Yes and then it goes to my balance and then it goes to my LinkedIn. And what does it say? You're killing me here? Ashley smithers, battle tested process meat, a one woman powerhouse. Ashley is an award winning creative with 18 years of experience. Blah blah blah. OK, stop right there. Yeah, OK. Because usually you get about two sentences. That's it. Yeah one problem is it doesn't tell me what you do. It doesn't tell me how you help people know. Well, I've got four here, so the next one says Ashley's mothers tell stories all day, every day as they're getting closer. Yeah, getting close. The next one is Ashley smithers, founder and principal at 1821 design studio, bringing boredom out of the boardroom since 2003. OK, so you and I have similar problems, yours is better than mine, for sure, but I need to work on this too. And once I reveal the rest of what I'm about to talk about, you're going to start to see like, Oh my God. I'm trying to appeal to someone's self-interest here, so what is it? I'm just talking about myself here the whole time. Yeah, OK. I want to hear from I've now I've. Ivy, what is your say since you said, yes, I'm in a noisy background, but mine is similar to actually is that it goes straight to my Instagram, which is my primary. So I think I'll just follow things like similar crashes. OK, Andrew, who else do you want to pick from the group? That said, yes, I want to hear somebody who did this in a way that's a benefit to their potential audience. And customer. I see Van cooly van coulis, what is your say? You know, so my the first thing that pops up is my website, and it says brand identity design coach, which is something a little bit, then I have got my Instagram, which says that I'm a calm storm. I make space for creative entrepreneurs to discover their blend of magic and express with purpose. And then LinkedIn, which says the exact same thing. And Twitter. OK, all right. All right. So many of us are very good at describing what it is that we do or title. Few of us are actually writing about the impact we create for others, which is more important. OK, so this is a real interesting and it's interesting that we all have different versions, depending on where you go. So let's get back into the deck here as a fire truck drives by. All right, so anybody else want to share one before I go back to the deck? I guess in your mind. OK, I heard a female voice and a male voice asked when I saw. And then, who was the other person? Is Martha, but Ashwin can go. OK, so we'll go Ashwin and Martha. Go ahead. Go real quick. Just read me one. Yeah, it says. Ashwin is a storyteller and motivational speaker in Dublin. Ashwin specializes in positive visual story telling. He helps companies connect with their audiences through illustration and design. Wonderful wonderful. OK, very good. And then, Martha, my website comes first. We elevate your luxury brand and then LinkedIn, says Martha. It's in New York City based marketing expert on brand strategies. Her purpose is helping luxury companies find focus on directions. So they can expand. Wonderful all right. All right. Good job. Yeah well, good job. All right. So we see the whole spectrum here, right? So what we want to do is we want to hit the gold standard and hopefully I'll share with you some of the things that might make the gold standard. So here we go back into it. Where's my deck? All right, so admittedly, I need to fix this because it all just talks about me. It's not helping anybody. So as a quick refresher, you remember Donald Miller and his book story brand. He reduces it down to four parts, which is there's a character that's your audience, and they have a problem that they need to solve. And you have a plan and you understand what success looks like. So who you do it for? The problem that they're trying to solve. The plan on how to achieve the success that you promised. In other words, what do you do? Who do you help and your benefit? OK what do you do? Who do you help? And the benefit. So now, everyone, take a look at what comes up for you and Google again and see how well you do if you get one point for each. What is it that you do? You get a point. What do you do to help you get a point? And I'm going to give you two points for your benefit. So you have a total score of 4. OK, everybody understand. What do you do? One point? Who do you help one point and the benefit? Two points. So look at your own thing. Self-assessment type in zero, one, two, three or 4 and then we'll see your score. OK, go and look at your result again. Look at the top result. Not every result, just your top result. So wherever your top result comes up for Ashley, it was on Twitter for iView. Excuse me, it was on Instagram. So that's where you need to update it. Well, you probably want to update it on all platforms. OK, so ivy, what's your score? Wait, it's noisy here for I'm going with for you giving yourself a floor. All right. OK 4 wow, it's amazing. I think Shannon said she wanted to say something I saw in the chat. I'm not sure. But Shannon, how did you do? I did pretty well, I have a couple articles from our local paper that show a lot of the value. I brought a couple of companies, so I think that tied with a couple of my personal pages tells a good story. What's your score? I wasn't paying attention to that because I've been driving. OK, Shannon, drive carefully. I'm glad that you're on this call, but I don't want anyone to get into a car accident or worse, you know, suffer fatally from. We're all good. Thank you for your concern. We're all good. Yes OK, so later on, let me know how you score, ok? We're probably create a threat after this call to ask you what you learned and then some. You all should just tell me what the score is that way and include your website or not your website, wherever the link is on Instagram or Twitter or screen, capture it. And then that way we are. Yeah, she scored a 4 and it's true. It's a four. We just do a little double checking here, ok? And then that way, if you see someone else, right? Are you sure about for? Be kind of OK. All right, Chris. Quick questions. Yes how important is it to do this in incognito mode? That's a very good question, if you really want to do this for real, you should switch over to incognito mode, which doesn't include you in your own searches. But right now, for what we're doing, it's OK. It's the same for me, incognito mode is consistently the same, beautiful. Sometimes it is. I'm here. Same OK. Very good. All right. All right. Let's keep moving on. OK, so what you want to do, according to mirror, and I've heard this from other people like Mary. She wrote the book like the new social networking or something like that, that you need to be consistent across social platforms when we see disjointed avatars. Your profile picture, that is, when we see disjointed descriptions, it starts to feel like you're a lot of different kinds of people. And I'm in that camp, some other people want to post all the different kinds of photos everywhere. I'm not sure Mari goes on to talk about it should be an up to date photo. So if you have a big hairdo before and you have a shaved head now, she's like, change it because when we meet you in real life, we want to make sure you're the same person. It's not your high school photo, you know, it's like you don't look anything like that anymore. I don't think. So make sure it's up to date and it's consistent, and they want to be able to put a face to a name. So if you haven't done so, go ahead and grab guitar and upload your photo there that way. Anything that hits gravity, it'll show that same image across social platforms and across the web. OK she talks about some assets that you need to build, which is to have a custom email sequence. Cross reference a Facebook page with your name as well. Many of you guys do not have a Facebook page with your name as a business and not just as a personal profile. She talks about having a logo quilt people that you've done work with. These things help to build authority. OK, so let's move into the media checklist. All right. You probably want to screen capture this. I'm just going to go through this really quickly. Things that you can get ready right now. So you have your headshot, your speaker bio, any kind of PDFs that established topics and ideas that you've spoken about or things that you have some authority over or want to be known for. Of course, they're video assets, infographics, audio clips like sound bites, things like that, pre-written emails and auto responders. That was the email thing from the previous page a lead magnets that you want to share with people. And believe it or not, a calendar booking app. I use calendar and that automates a bunch of things. So that we don't have to go back and forth to schedule time to speak. And I've gotten pretty geeky once, then force my hand into, like becoming more automated and it saved my life. Right? just it's quick. Somebody wants to book me for podcast. I just type in a couple of letters and it keyboard shortcuts that whole thing. And there it is, somebody who wants to see my need a headshot for me. I literally type in H's and it sends a Dropbox link. My bio CeeDee bio. It just links to that document, and any time I make an update to that document, everybody that's got that link will have the latest version of it. There's many things on this thing that I don't have ready at my disposal I need to work on, but this is your media kit checklist. I'm pretty sure everybody here has at least one or two things on this list that they haven't worked on, maybe more than one or two. You know what I mean? So start working on these things. I remember talking to Emily. I'm like, Emily, you need a better head shot. She booked her photographer. She has amazing headshots now, and they're professionally lit and prepared. So that she is going to be elevated when people see her profile picture. Prior to that, it was kind of like point and shoot. It just wasn't as pro and you want to be seen as a professional. OK marketing campaign, we're kind of rounding the bend here. We're heading into the homestretch. The marketing campaign part, so mirror is saying have 180 day plan. Yeah, a 180 day plan, which is, I think, six months. OK, so here are some things, right, that you need to identify. What is your go to expert aneesh? What's your goal? What are your smart milestones? Smart is specific, measurable, attainable, relevant and time bound. Is this important to you? OK, so some things you need to have for 180 marketing plan. This is the part of the book where it got really granular, and that's why I'm just going to go over this in a kind of broad way. So if this again excites you, I'm going to prompt you one more time to go and pick up the book. But I'm not an expert. Go, go, order it, read through it, and then use this as a companion to the book itself. So you're going to need to identify a couple of things, so you need to have a plan, so don't start your plan tomorrow. Because you're not you haven't given yourself enough time to plan. So of course, as a start date, there's an end date. You need to identify what content pieces do you need to make? She refers to this as the minimum viable content piece or something like that. So if it's a blog or website, just figure out what the minimum that you need and then make a list so that you can build those things. We mentioned the custom site, whatever marketing assets that you need to have. What your borrow strategies are, what your build strategies are. In the systems, the autoresponders, the email templates, the soap opera sequence, et cetera, and. Map it to a calendar. So you're really, really clear as to what's happening when. So if you're going to do some challenges and quizzes, if you're going to launch an event, if you want to write a book, you have to just build a plan and stick to your own plan. So you can just use a worksheet like this and start to fill in month one and just write down some of the big things and then actually then to map this out on a day to day basis like, OK, so month one, I'm going to be working on this for three days and then overlaps with the other thing I'm going to do for two days, et cetera. OK let's talk about some of the smart milestones, what you're hoping to accomplish here. So there's some examples here, and you need to focus on this. So if you need lead generation, which is almost everybody in this group, think about the number of leads and conversions that you want the conversion ratio. If you want to. Influence user behavior. Think about the page views, the bounce rate, the session duration. I forgot to bold and underline engagement, but engagement. What are your specific goals for likes, shares, comments and mentions? Maybe your milestone is about CEO. Organic traffic, the amount that you want to get backlinks in keyword rankings and dwell time. And, of course, lead generation without sales is practically nothing, so you got to start thinking about sales to which is the number of actual conversions that you have. At the register, if you will, and the term roll stands for return on ad spend. So if you're spending money advertising, you want to look at how much money you're getting back for every dollar that you spend every year or that you spend. OK all right. Obviously, we got a quick question. OK go ahead. Ashley is asking, how do you do this. Well maintaining your expertise? And then the following comment is expertise brings clients and the clients are important. I can expand on that a little, please. Actually expanding the other one was not a question. It was a comment. I just I'm just I'm in that I have built up the expertise, right? And it. So with the expertise comes all of the work for the client. And so I just after Andrea said that I thought, OK, so the natural thing is I have to make myself a client. Right, because the clients get in the way of doing this work. Yes so I have to make myself a client and prioritize myself, don't I? Yes you should always be your number one client. I know it's easier to say than to do, but you should always be your number one client. Much easier to say than it is to do. Yeah and I said, that's how I know that it's very difficult to do. But it's that. How how do you maintain the momentum, right, that momentum is? It's easy when you don't have the work coming in to do this, but oh, I know what you need to do actually. It's the letter starts with D. Do you know what that is, what the answer to your problem? Yes, it is great. I was like, it's the second letter and eat, you want to buy a vowel? You ready to guess alec? OK, so you have to delegate. You're working in your business and not on your business, you are doing. Sometimes what you think is essential is actually not essential. Yeah, it's a challenge. I know. So another thing is anybody in this room that is an expert in this. I need help because I want to do this, but I do not have. What do you need help in? You have to be specific. I need help in. In just. Making sure that I'm on a consistent schedule, that my I need an assistant to do this amount of work. All right. May I prescribe? Yes, please. OK I think you need to work with some kind of mindset coach. Then you need a virtual assistant and you probably need a task master that doesn't allow you to do the things you're not supposed to do. You need to be produced, my friend. I do, I do. Yeah because all of this is wonderful, right? But there is a point where it's like. Yeah thank you. Writing those three down. I'm going to admit it right now, y'all. I'm going to make it right now. I probably should have had an assistant 15 years ago. I still do not have one right now and people are shocked. They're like, what? Why don't you have an assistant? We'll tell you right now. Have trust issues. I delegate things to people. But there's things like reading my emails. But I don't want anybody to read. And I was talking to my friend, Joel Hilgert yesterday. We're on a podcast together. He had a virtual. I have to. He says, I'm like, dang, I think I'm doing a lot more work than him. He has to and I have zero. And he said, do they have access to your email? He said, Yeah. I said, well, you must be using one of those super password things so that they don't actually have access to all your passwords because, no, they have my password. I'm like, Joe, you don't dangerous. That is. And he goes, I don't mean to scare you or anything, I'm sure you have good people, but I'm having a hard time with people having that level of access to all my accounts. OK, so I have a problem. I need to work on this. Because I can't keep up with everything that's true, and then things fall in between the cracks. Or I'm going to have what Ashley has, which is I'm just busy doing client work all day long and I'm not working on number one, which is me. OK, so Ashley, you are an expert. But your visibility in the space is not where you want it to be. It's not a fair statement. That is a very fair statement, yeah, the damn girl. So she has a different kind of problem. Most of us are trying to build our expertise. She's already she's the be the queen bee. She's already a queen bee. There are many. There are some hot like it's a good hive. Yeah, you are. Damn not everybody knows that. But now it's like, OK, what do I do with that? Right, and how do I balance it out. So that, yes, people aren't like, will you say you're an expert, but how come you have time to do this right? How can you time to do it on instagram? It's like, well, because I can do things in two hours, it takes people 10 hours to do so. I have all this time. Look, man, the answer is always simple because I'm successful. Yo that's how I can do this. That's the response. It's this is a challenge going this way and then coming back this way. It's a challenge. I like and appreciate that the f-bombs get automated on you. Otherwise, I'd have to hit this button. Oh, I auto mute myself. Oh, you do. I'm doing this myself. You mouthed it and then you don't say it. Yeah, I love it. Thank you. Thank you. It's a family show. All right. There was a comment that sounded like a question undressed or a question that sounded like a comment. Who wasn't? What do they want to know? Oh, I was just saying the following comment after asking these questions, it came from Ashley as well. So oh, good. OK, well, good. Anybody else? We're almost done. We're so close here, if you just we can finish and then we could talk. So, OK, we're so close. I don't have a few more slides. I should have warned you all. OK, let's do that. I'm going to go back to sharing. That's a nice little detour there. I enjoyed that. All right, so also in that time, I fix this, the engagement screen capture this. Be clear about what it is that you want. All right. What you need to do is you've got to avoid being the meta expert, so you've got to do something that's different. Ok? and the way that you differentiate yourself is there's five things how you mark it, how you create content, what your process is like, the relationships that you have that other people don't have. And the customer experience that you deliver. OK, so what we want to do is we want to build a matrix. The matrix looks something like this in column one, you would write down all the experts in your niche. And you would describe their customer experience, what they do in their marketing, how they create content, what platforms they're on, what their process is like and the relationships that they have. And you start to very intentionally make sure that you stand out, that you're different. This is where a lot of people on Instagram are becoming those meta experts. Now, I can't take credit for the way that I make the carousels, but I do do carousels a very specific way. And I know there was a time when nobody did it or very few people did, and now I know there's 1,000 clones that do it almost exactly, but just worse, which I'm like, you're not doing yourselves a favor. How are you different? Literally the same typeface, the same colors, the same image, the same illustrator, the same books. And so if I have a I'm about to crack 600,000 and you're at 24 thousand, why would someone follow you? Now, in the early days, I did something similar. I didn't know what to post on Instagram, so I started posting quotes. But there's a person I think it's a woman. It's called the good quote. And she's already killing it. So, of course, nobody cared about my quotes because they already go to her for that. This is like you trying to start a Cola company in 2021. When Coca-Cola will crush you every day of the week, so if you do anything remotely similar. You're going to get destroyed. When I come up with the raw coconut drink. Forget the cold space. Don't become a me to company, don't become a me too brand or me too expert. All right, so sit down and work on this. Fill out this worksheet again. Screen capture, you'll have this resource. And then you could start to figure out where you fit into the space. So here are some things to look at, and then we only have one last quote, and I think I'm done. Which is to let go of this notion that their original ideas, there's just a world view. To give yourself permission to say at times, I don't know. And to view these other people, not so much as competition, but opportunities, opportunities for you to find your niche and to be different. And to move away from needing inspiration and motivation to just developing really good habits. Become a lifelong learner to continuously learn to be a constant improver. There's a reason why it's called niche down. You've got to get rid of a couple of things you want to go down, you want to go deep. And you can do that, you can do this. This is the number one thing that's killing all of you right now that you're undifferentiated and undifferentiated brands and companies can beat on price. Remember, you want to become the obvious choice. Ashley wants to become the obvious choice when it comes to powerful people who do presentation design period. Look, that powerful people who do presentation design, period, pretty good alliteration there, ok? And she's like, forget about the 1,000 true fans. Just get 100 true email fans who look forward to getting your email. That's a pretty good place to start. Have your daily dispatch. OK A quote from biz stone, the co-founder of Twitter. What a name. Biz stone. That should be my name. Like a rock talking about business, business, stone timing, perseverance and 10 years of trying will eventually make you look like an overnight, overnight success. This is what you all need to work on. It takes time to build authority. It just takes a single step, every single day in the direction, which you need to move in. And you too can be an expert. All right. Last prompt to buy the book. There it is. Thank you, everybody. I'm going to open up to questions. I'm going to stop the share stopping share right now. All right, let's have a discussion. OK, if you don't mind if you do me a favor and raise your hand, if you know how to do that, hover overreactions or not hover, click on it and then the option right above the Smiley face is Raise Hand. If you raise your hand, then we can call you in order. And I help me out a lot. OK, so today I'm only going to spend 10 more minutes talking to you before we stop. Sometimes people get upset at me that these things go long and they have to do other things to feel like they're missing out on things. If I'm doing a good job, these calls should last 90 minutes, and we're coming up to the 90 minute mark. So I believe first up is Asia and then we have Cairo and we'll go from there. So Asha, you have a question or comment. I have a quick question, Chris. You spoke about the backlinks and getting the organic traffic. What is the best way to reach out influencers or how do you get the backlinks and the traffic to your website or have you post? Can you educate on that little bit? Yes so the back link is the link to them, not to you, and hopefully they will reciprocate. The best way to reach out to Influencers. is to engage and share and comment with their content. It is the number one way right now and everybody can do this. Ok? every single person today can do that if you like a particular expert. Comments engage and share. Remember the head turning thing, right, something powerful, something attention grabbing. Contribute to the dialogue. So Phyllis is a brand strategist for barbecue food and Bev. She needs to be talking to people like chefs or people in that space, engage with them, get on their radar, right? And there's a couple of things you have to do in advance of this, make sure you got a good professional profile picture that makes you look like I'm a professional worth spending money with worth getting to know. Make sure you got that minimum viable landing page of yours that talks about who you are and what you do to impact. Who you serve. Because people do check you out. Not make it really easy for them? OK, now, once you engage with them, you're on their radar. Hopefully you'll get featured, but eventually you can then ask them. Something like I love your content. I'd like to propose writing xyz or creating this thing for you because I think it fits your audience. Would you consider it? Now, put in the extra effort to tailor your content for the way that they produce content and for their audience. I can't tell you how many times I turned down people submitting work to me to post on my carousel or to my Instagram account. That feels so foreign, like you come on. For you in paying attention, and that's just a little bit of effort. Not a ton. Does it help you, asha? Yeah, it helped me, but I'm thinking, how do I read, I know how to read and talk to them. And I like the idea. You can comment and share, and stay in the radar. How do I find them? Who can we benefit from me? This just made me. I'm talking to myself. But like, for example, if I want to find in the packaging design and you say Andrea's on the byline, if I'm reaching out, but he doesn't have LinkedIn, he just post one thing. But how do I come in his radar? OK, you're going to the very top right. You're going to the highest profile person doing packaging. I think what you need to do is work your way up. I believe there's a good portion of this talk of you if you don't mind just to rewatch this, because I think I laid out all the steps, according to the book on how to get there. So you're going to make a list of potential targets and you can research who these people are and who's accepting guest posts, and then you can rank them as to your ability to reach out to them and the audience and the reach that they have and start to focus in on a few people. You have to have a plan here. Ok? it's like me saying I want to be featured in the Wall Street Journal tomorrow. They're not going to feature me. OK, so I have to work my way up. OK and you can do about it. Yes Andrew Gibbs. You know, I don't talk to Andrew that often, but every once in a while I do run into him. I can ask him next time I see him or talk to him. I have a friend who needs to get featured on your fricking site. He's going to roll his eyes. He's like, do you know how many thousands of requests I get like that? And I would say, like, is there a secret back door? And tell me, please? OK and Andrew Gibbs. Aisha, where are you or are you in orange county, San Diego, where are you? I'm in San Diego. You're in San Diego, so that's freaking far away. OK, because Andrew used to serve on the AIG board. I used to be an AIG adapter. I mean, I am. Yeah, so this is where you got to be detective Asha and you find out like, oh, you served, I served. Hey, what up? See, so it can't just be super casual, like, oh, I'm going to get on and I'm going to do what everyone does, you've got to use everything within your arsenal. And research is going to really help you now. If you were in La and you really wanted to get really close to Andrew, you'd be like, oh, I'm on the voluntary board here. I'm an assistant to something. You're just going to chat with him. Gotcha you see, it's not that hard when you start to dig deeper. OK all right. Thank you. You're very welcome. Moving on to James and then Morgan. All right, so I want to do personal finance coaching, and I want to target people who make 150 plus a year because anybody below that can be helped by somebody like Sue Osmond or Dave Ramsey or something like that. I want people who are struggling with just creating habits that let them save more. But there's not an income issue. So without specifically saying in every single post I make, you know, hey, I'm targeting people who are above this, you know, income range. One idea I had was making a post specifically for like realtors, for instance, or salespeople, and saying, hey, this is how you can manage your income in a way that makes it easier or something like that. Is that on track? Or I guess my question is, how do I target those people in all my posts? I'll tell you right now, are you ready? James James. You haven't challenged a single sacred cow. So right now, if you're like, you know, how you can invest real estate, it's like nobody's going to even pay attention to that, James, you've got to make me stop. So you have to say something like four mistakes that people who make over six figures in real estate make. Or to dumb investments that you think is actually returning money, that it's actually losing you money. See how that's going to just make me stop and say, wait a minute. Are you sure? And so by saying these things in the headline in the piece of content, it's self-selecting somebody who is under 100k is not going to be reading this at all. Mm-hmm here's a tax liability that you're not planning for this year because of x, you see, each one of those things wakes me up. It is a pattern disruption or a pattern interruption. And that's what you need to do. You need to interrupt people's patterns. In crafting a headline is the magic, so how do you write a better headline? How do you write better content? Writing is the key. So there's two books I'm going to recommend. I recommend this to every single person who has a copywriting problem. You're ready. Book number one is literally called this book will teach you how to write better, but Neville Medora, you can read that book in an hour. Neville is such a good writer, he can write a long book short. And the opposite book of that is the copywriters. What is it called, man? The copywriters handbook, I have it right over here. It's dense. And they have like three more copywriting books that have not read yet, but you need to read books on copywriting. So that you can write better headlines and you can title your rooms and clubhouse better. And if you all want, I will finish reading these books if it's a priority so that I can teach you what's in the book. Look, I did a deep dive on marketing, so I read four books on marketing. Maybe five. I read two books and positioning. So I don't know, like I just move with the spirit, the spirit tells me to do something I do that sort of copywriting is a thing, but I'm going to imagine for each and every one of you, if you're not born a copywriter, if you didn't go to advertising, copywriting school, if you haven't studied advertising, there's a real benefit here. Advertisers have learned how to capture people's attention. Period and the name of the game on the awareness, interest, desire, conversion, advocacy, awareness is at the top. You don't have me, you can't do anything else. So you've got to hook me. All right, so James, think about how to write those titles that you can create interest and it's going to be self-selecting. Awesome, thank you very much, James. All right, lower hand, Morgan, how are you doing? Hey, I'm doing amazing. How are you? Good I like your intro video. Thanks yeah, a lot of personality in that video. Yeah, I feel like I speak better on video. And I think that's interesting that we talked about this today. Like, what do you work best in? So I'm definitely a better speaker than a writer. So OK. Fantastic what's your question or comment? So when you went over these smart milestones that slide where it says, you know, the lead generation user behavior engagement, would you say that it would be smart to focus on one thing at a time or to create a strategy where all of those are kind of growing at the same time? I would pick a few. Those are just examples of things to measure. Now I, I made a point to share all those because when you're talking to your clients, you're going to want to talk in those same terms, like, how are we going to measure success? Like, yeah, it looks good in awareness, blah blah blah. But really, is it dwell time? Is it unique visitors? It's reducing the bounce rate, pinned them down? What's your current rate right now? OK, so what's the goal? And when you do this, they're going to think of you as a smart business person and not just as like fanciful creative person. Right? OK. That makes a lot of sense. Yeah, right. So a lot of us what we do, coaching, when we do consulting, when we do design work, it's to achieve a result. And the more clearly defined the result is, the more likely it is that the person is going to spend money. When you speak about soft things that are not easy to measure, like it feels right. Well, it feels like I want to pay you $200. Right? right. But if you increase my conversion rate and have an impact on their business, my goodness. The checkbook opens up. So I have a quick follow up question, because I think that that's helpful when you're speaking with the client, just as far as like the vocabulary and the engagement when you're talking. But when this applies to building our own audience, they like on social media or something, what should we focus on for ourselves, like for, for example, I feel like because I'm still developing engagement is something that I like to focus on the most perfect. I like that, right? So I had a call with Alex Carter, who wrote the book ask for more as one of her final calls for Clubhouse. And I reached out to her, and we chatted on the phone and I said, you know, you're spending money to build a social following. What metric is important to you? She goes, well, Chris, you know, a lot of influencers, they have a lot of fake followers. Well, I'm not really concerned about followers. What I really care about are comments. And she went on and on to talk about that. Right now, I want to say this. I'm going to try to say this delicately. All right. We have an internal bias that when we don't like something, we dismiss that thing. Keziah told me the other day, she said something like the grapes that the Fox can't reach, the Fox says, are sour. You know what I'm saying? So I told Alex Carter, I said, Alex. Not that you're asking me, but the only metric that matters to me is followers. Period that's a result that I want because I want to be influential. And I want to be seen as an authority and I'm not talking about buying or doing any kind of growth hacking things. The followers I have are real. I've earned them and people unfollow me all the time. That's totally fine. And she goes, wow, Chris, you're just really blunt and direct like that, I'm like, yes, I am, because why spend all this money to have a tiny following? It could be the world's best comments, but it's not really helping me to build authority. Right, right. So engagement metrics that matter to you as a person who wants to be seen as an authority. Genuine, authentic organic followers matters to me. Of course, when I write content that works with people, they comment like crazy. And if it does, then it doesn't. I get that. Right I'm trying to still reverse engineer the four or five posts that I've shared. They're not even mine fricking post, which is sad for me. Mm-hmm That have thousands have earned me thousands of followers. I'm still trying to figure it out. Internet is fickle, so when you hit that formula, you start to repeat it. So if followers matters, I look at the post that have the most followers. And that's what I try to replicate. OK OK, thank you. All right, Morgan, nice talking to you. Thanks all right. We're going to end with a bang. It's going to be Phyllis, and then I'm going to stop. OK, so Phyllis. A city, a comment and a question, what you said about showing up in clubhouse rooms, talking about food, I ended up on two podcasts or asking to be interviewed on two podcasts just showing up in rows where they're talking about restaurants, ghost Kitchens and all of that kind of stuff. But here's my thing. First of all, people have started calling me auntie coach. But then the other part is that when I talk, and even though I specifically say, I want to help restaurants people, I'm getting clients that aren't restaurant related. So does that shit. I pivot or just take the money and and but I don't have any social proof or I don't use them in social proof for me being a brand strategist. When I helped them, their life, coaches and authenticity and all this other stuff. So yeah, that's your question. Let me ask you a question. There's an expression like you have to. Too much month at the end of your money or your paycheck is that are you in that place? Not totally. I'm kind of like, I'm OK. Do you like money? I love money. OK, take the money, honey. That's all it is, the money. But I'm just saying, am I talking in the wrong way that you're not? I'll tell you. No, no, no. You're doing the absolute right thing. This is the crazy part of it. People will not understand. All right, everybody, I need you to pay attention to me right now. I'm going to say this and I've said this 1,000 times, but for some reason it does not get into your ear holes. OK, everybody, are you ready? I just need you to be open to what I'm about to say. It can hurt some of you, but it's going to open some people's eyes and ears. You ready? People think that by kneeling down, you'll have fewer opportunities. It makes sense. It's logical. Niche down. Say goodbye to a lot of things, but when you niche down, here's the mind flip here. When you niche down, what happens is you become known and then people presume you're good at something. You're probably good at other things. The exact opposite thing that you're afraid of happening happens, it's just the weird thing. The more I niche down, the more I say I don't want to work for clients, the more clients want to work with me. So Blair ends. The market is bigger than your target when you aim really narrow, you make it easy for people to know who you are. And they like you, they feel like you're an authority and you have the halo bias working in your favor. The halo bias says that because you're good at one thing, I assume you must be good at lots of things. Hello bias works in reverse. You're crappy at that thing, you must be crappy at everything. So when you show people more of what you do in a couple of those things are weak, you're going to assume you're weak. So you're getting the benefit of having very clearly defined positioning. This is a good thing, fellas. So when you keep speaking about branding for restaurants, especially barbecue non restaurants, non barbecue places are going to become really interested in you. Here's what you do. You take the money. Rule number one, you take the money when money comes knocking at your door, you don't turn the money away. If you need the money, if you don't need the money, you can turn it away. You're welcome money into your house. You leave the money on the table and I'm going to help you. And if they're like, well, what kind of proof do we have? You say, I have zero proof. I'm Phyllis, the person who does branding for restaurants, specifically barbecue joints. I believe you reached out for a reason. I believe I can help you, but I have no social proof. OK people ask me this all the time. Can you help me with this? Can you help me with that? I'm like, I don't know how to do that. I don't care. I like what you do. Then they start to convince you that you can do their job. It's kind of a wonderful thing to happen when you do the job, you have to work extra hard because it's outside of your niche. You take the money. You don't show the work. OK so don't bury it. Yeah, OK. Mm-hmm OK yeah, until you do so many of those other projects. Are god, this whole niching thing is working out really well for me. You know what I do barbecue branding else to do financial advisement. I don't know what it's like. This other thing. And now you can have multiple things like coaches. That's the way. Yeah, you can have it all. This is this is the mistake that people make. Like when you look at a company like pentagram or Collins, you see like, wow, they just do a little bit of everything. They're so good. It's because they focus at the beginning and now they get invited to do so many different things. So we think we're going to copy where they end up at, when we're beginning. And that's a mistake. Niche down every single person, please niche down. You will get more opportunities. I know some of you are nodding. But I know inside you're fighting me. I know you're fighting me. You won't do it because you're scared. You think it's going to reduce opportunities, it will reduce opportunities in the very beginning. But if you make this commitment and you start to build expertise quickly and you become omnipresent, you lean in to finding your voice and how most natural it is for you to create content and you use content repurposing to your advantage. So it feels like you're everywhere. You do a combination of borrowing expertise and building expertise. And sooner than later, you're going to get there. And you and I are going to talk maybe one or two years from now and you're like freaking a dude. I can't believe it worked. Look at where I'm at right now. You know, there I am. It was clear on my social media the benefit that I create and who I serve. I was consistent with a professional headshot that's across all the medias. That created custom landing pages to melt content, and now I'm featured on four different podcasts. People I never thought I would talk to, I'm being interviewed. I finally learned how to delegate my work so that other people would help me so I can do the essential things that only I can do. That's the promised land. And if you're willing. I'll lead you there. But you have to take those steps with me. OK end of sermon. I'm going to stop the recording, thank you, everybody.
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