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Quick Summary:
In Pro Call #234, Pro people shared valuable insights to elevate business success. They mentioned the pivotal role of a client-centric approach, emphasizing the profound impact of understanding and prioritizing clients' needs for heightened satisfaction and positive referrals.

A conversation on transitioning to coaching, the focus shifted toward cultivating long-term value over aggressive content marketing, and urging participants to consider implementing a minimum commitment period for services.

Highlights of the power of content creation, motivational giving, and setting realistic goals.

Participants were encouraged to adopt focused goal-setting practices, embrace strategic partnerships, and infuse an element of gamification into their endeavors.

The discussions touched upon refining service offers, aligning goals with meaningful outcomes, and fostering efficient meeting practices. The overarching takeaway is a holistic approach to business success, encapsulating client satisfaction, value-driven services, strategic partnerships, and robust personal and professional development.

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Goal Gamification in 10 Steps:

Define Your Big Goal:

1. Clearly state your main objective.
Break It Down into 10 Steps:

2. Identify 10 achievable milestones.
Create a Visual:

3. Make a visual representation of your goal and steps.
Establish a Star System:

4. Develop a simple system to earn stars for each step.
Post on Social Media:

5. Share your goal breakdown on LinkedIn or social media.
Record Dates of Achievements:

6. Note the dates when you complete each step.
Applaud Yourself:

7. Acknowledge and celebrate each achieved step.
Community Support:

8. Encourage others to join and support each other.
Ongoing Accountability:

9. Regularly update your progress on social media.
Celebrate Milestones:

10. Celebrate when you complete all steps and achieve your big goal.

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Storytelling and Script Structure Effectiveness

‍Alex, a creative director and entrepreneur, discussed the effectiveness of storytelling and script structure in increasing reach. He planned to share his insights, a few videos, and propose exercises to reinforce the points made. Alex emphasized the significance of this approach based on real-world examples of success, despite the promise of exponential growth might be seen as clickbait. He shared his journey from working with big consumer tech companies to establishing a creative team at Typeform and starting his agency, Sub One. Alex stressed the importance of risk-taking and experimentation in content creation.

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‍Organic Content vs Advertising: A Comparative Analysis

‍Alex discussed the comparison between buying and renting, using the analogy of acquiring a property versus paying for advertising. He emphasized that investing time and resources into creating quality organic content is similar to buying an asset, while renting attention through advertising is more akin to an expense. He noted that brands often struggle with understanding the dynamics of organic content and how to effectively leverage it. Alex also highlighted the technological disruption in media distribution, specifically the rise of platforms like TikTok, which has changed the way content is distributed online. He stressed the importance of making engaging content to reach a wider audience and effectively market products.Content

Engagement and Growth Strategies

‍Alex discussed the importance of improving content engagement and growth on various platforms, with a focus on watch time and retention as key metrics. He shared a success story of a friend who grew his following by finding a resonating storytelling formula, which in turn increased watch time. Alex then proposed creating a 'content compass', a guide to help individuals focus on their content creation, using Erfan's self-improvement positioning as an example. He suggested identifying four themes for discussion under Erfan's mission, such as business, personal life, mindset, and productivity, and generating specific topics under these themes for more focused content.

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‍Creating Engaging Short Videos for Audience Connection

‍Alex emphasized the importance of creating simple, engaging short videos to connect with the audience and learn from them. He suggested experimenting with different content topics and themes, and using viewer response to inform future content. Alex stressed the importance of storytelling and discouraged selling or promoting services in content intended for a general audience. He also discussed the importance of monitoring retention rates and adjusting content accordingly to reach specific view counts. Stephanie praised Alex's use of visual aids and promised to share his system with the team. Alex also shared his strategy of creating three distinct video shows and producing five videos for each without altering the videos as they are posted, analyzing the results based on total views and engagement. Alex emphasized the importance of audience engagement and retention, noting that high retention could lead to increased exposure. He also touched on the concept of 'improving' video content, suggesting that the first one to two seconds of a video are crucial to capturing viewer attention.

‍Content Creation Strategy: Innovation and Authenticity

‍Alex discussed Humphrey's content creation strategy, emphasizing the importance of innovation and keeping content fresh. He noted Humphrey's use of skits and talking head videos to explain financial concepts in an engaging way. Alex also highlighted the risk of relying solely on viral short-form content and the importance of staying up-to-date with audience interests. He stressed the need for authenticity and spontaneity in video content and expressed skepticism about the sustainability of fake podcast methods. Alex suggested experimenting with different techniques to capture audience attention and using software like CapCut for creating videos. A discussion was set up between Alex and Mark to delve deeper into these examples.Website Design

Expansion Discussed

‍markgoodkin, a graphic designer, discussed with Alex the possibility of expanding his services into website design. Alex suggested replicating successful content and creating engaging content that would attract viewers, including reaction videos and showing the work process. markgoodkin agreed to focus more on Youtube channels for inspiration. Alex emphasized the importance of creating compelling video hooks and understanding viewer engagement, hinting at a secret tool for understanding viewer engagement.

‍Exploring Content Creation for BusinessesAlex explored the evolution of movie genres and their invention by distribution companies for commercial purposes. He extended this idea to digital media, highlighting how content genres such as podcasts, interviews, tutorials, and pranks have been created to increase engagement. Alex proposed a brainstorming session to generate ideas for content creation targeted at a design studio, barbershop, and wedding photographer. The discussion focused on producing reactions and challenge videos for each of these businesses, with ideas such as surprise haircuts, street challenges, and reactions to photographs proposed. Alex encouraged experimentation to find the most effective format, and Mark from the design studio was invited to contribute ideas specific to his field.

‍Designing Creative Projects and Brand Perceptions

‍markgoodkin and Alex explored potential design-related projects, including creating reactions to new brand identities, redesigning popular logos, and asking strangers design questions. They agreed that these ideas could yield diverse and engaging content. Alex suggested using reactions in video content and proposed asking strangers about their favorite wedding moments, emphasizing experimentation and creativity in content creation. Stephanie emphasized the importance of creating content rather than overanalyzing ideas. The trio also discussed their perceptions of various brands, agreeing that many are too self-focused and lack innovation, leading to a lack of creativity in their content.

‍Content as Product: AI, Short Form, and IntegrationAlex highlighted the importance of treating content as a product and experimenting to meet audience needs. He suggested that AI could be used to brainstorm ideas and enhance script writing. Erfan and Stephanie questioned Alex about the future of short form content, and Alex, while curious, expressed concerns about its potential lack of substance. The meeting also touched upon the strategy of using shows to create different types of content. Alex emphasized the importance of integrating product discussions into the narrative rather than just using them as advertisements.

Highlights:

The Power of Collaboration: Chris Do shares the story of Dave Katague, showcasing dedication and hard work in a collaborative environment.

Lessons Learned: The importance of genuinely useful help, identifying unique gifts, and the significance of good manners in communication.

Personal Branding Mastery: Reflection on the importance of personal branding, focusing on internal self-knowledge, and the significance of clear communication and consistent generosity.

Strategies for Success: the essentials of developing relationships, clear communication, and consistent generosity. Learning the art of making goals known and creating content that resonates in the market.

Year-end Reflection: How to wrap up the year and planning for 2024, with Chris Do revealing his unique strategy of leveraging the holiday period for reflection.

Client Management Strategies: How to cycle out low-profit clients using the One Page Marketing Plan framework, and how to grade your clients.

Becoming a Public Speaker: Chris Do shares insights and how to define clear goals and the importance of consistent action.

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Action Steps:
"The cool part about using social media as content marketing is that you only have to make it once, and then it does its thing. That doesn't mean you only need to make one piece of content, but you don't have to constantly prop it up."
- Chris Do

Content Creation and Overcoming Obstacles Framework

1. What kind of content am I making?

Is it positioning myself in an optimal way for people who are looking for me right now to be able to find me?

2. What's getting in my way of achieving that first step?

Emotional
Physical.
Financial.
Spiritual?
What is it that's getting in your way? Is it a mindset? Write that down.

3. What do I need to have happen in my life for me to overcome that obstacle?

Itemize the steps. For example, if you don't have the equipment:
You need a microphone.
You need cameras.
You need an instructional video.
You need the resources to be able to do whatever it is that you need. Write it down."

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Resources:

School of Life:
https://www.youtube.com/@theschooloflifetv

Cleon Peterson
https://www.instagram.com/cleonpeterson/?hl=en

Elgato Telepromter:
https://www.elgato.com/ww/en/p/prompter

Make Content Effortlessly with AI with Dave Katague
https://thefutur.com/membership/pro-library/make-content-effortlessly-with-ai-with-dave-katague

Autonomy Skateboards
https://autonomyskateboards.com/

Aēsop:
https://www.aesop.com/ca/en/

You deserve a team you LOVE and a business that doesn't depend on you! Discover how to create more SCALABILITY in your business and FREEDOM in your life … WITHOUT sacrificing the quality of your customer experience. This program is dynamic, funny, moving, and filled with actionable value. (This is call 3 or 3)

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View Pt. 1

View Pt. 2

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About Joey Vitale:

Joey Vitale is an internationally renowned speaker, award-winning attorney, and business growth consultant. He has spoken to tens of thousands of people across the world. Joey has worked with influential brands like Cultivate Advisors, Honeybook, Maximum Lawyer, and The Futur.As a trusted business growth consultant, Joey helps impact-driven business owners who want to achieve exponential growth and realize their full potential.His forthcoming book is entitled: The Business Growth Advantage: How to Run Your Business in One Hour a Week, Crack the Social Media Code, and Make Limitless Income & Impact.

IG handle: https://www.instagram.com/joeycvitale

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‍Chris's Adobe Max Experience and Observations Chris shared his experiences and takeaways from attending Adobe Max, a conference that has evolved over time, becoming more familiar for regular attendees. He recounted his initial attendance due to winning a design competition, which led to an expensive ticket that went unused. Despite this, Chris expressed a desire to return to Adobe Max, hoping to secure a booth for his team, even though he had no interest in speaking on stage. His request for a booth was denied. Chris discussed his experiences with Adobe and their web design software, Xd, as well as his involvement in the conference, which started with providing feedback and eventually led him to be an invited speaker on the main stage. He also discussed the social capital trading that occurred at the event and the logistical preparations leading up to his talk. Chris shared his observations and thoughts on changes made at the Adobe Max event, including the shift from featuring celebrities to focusing on creators. He also commented on the event's budget, expressing that it seemed to have been managed differently, with corners potentially being cut. Chris emphasized the importance of targeted relationships at events, recommending attendees research and prepare beforehand. He shared successful encounters throughout the day, including a chance meeting with a past collaborator and an invitation to speak at a Pepsi office in New York. At the end of the day, Ivy expressed her desire for the same opportunities and recognition that Chris has.Knowledge

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Sharing, Discipline, and Connections Chris emphasized the importance of sharing knowledge without constant marketing and shared his positive experiences of teaching and meeting admired speakers. He also highlighted the need for discipline, using personal examples such as public speaking, dieting, and working out. Chris expressed his deep appreciation for the impactful connections with individuals and the positive influence it has had on his life, including starting a business. He spoke about the unique nature of the audience at the Adobe Max conference, encouraging others to consider speaking there due to its high selection chances and supportive nature. However, he and Heather expressed their disappointment in Mr. Erin Draplin's repetitive speaking engagements, lack of variety, and excessive promotion of projects. Despite their critique, they acknowledged his popularity. Heather Crank highlighted the need for clarity in messaging, avoiding repetition, and being true to oneself, while Chris suggested that the presenter might have appeared overly stressed by the need to prove themselves.

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‍Aaron's Speaking Success Debated Chris and Heather discussed a speaker known as 'Aaron', who is known for repeating his talks with slight modifications. Despite some criticisms, Aaron's popularity remained unchallenged due to his relatability and storytelling skills. Chris praised Aaron's ability to capitalize on his popularity and learn from his success. Anneli joined the conversation, questioning how to separate Aaron's teaching aspect from his message to replicate his success in public speaking.

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‍Transitioning to Inspire: Chris's Journey to Speak Chris discussed his plans to transition from a teacher to an inspirational speaker, aiming to connect with a broader audience, particularly drawing on his experiences as an Asian immigrant. He contrasted his situation with that of Aaron Draplin, highlighting the importance of diversity in speaking engagements. Chris emphasized the need for individuals to produce content and change the current content landscape, which is largely dominated by older white European men. Anneli and Heather Crank agreed with his points, acknowledging the importance of representation and changing the status quo.Sales Process:

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Understanding the Client Chris discussed the sales process and emphasized the importance of understanding the customer's problem to motivate them to take action. He highlighted the need for a dialogue in sales presentations and noted that the sales process must be one-on-one for high ticket sales. Chris stressed the importance of being able to deliver the solution and communicating effectively with clients. He shared his ongoing challenge of getting people to take action and the importance of following instructions to avoid unnecessary expenses. He also discussed the importance of tailoring one's approach to each individual client to close more projects successfully.

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‍Proving Value in a Crowded Market Heather discussed her challenges in dealing with in-house teams or agencies where she felt the need to prove her value compared to other agencies. Chris advised her to prepare for potential objections, suggesting that when a client says they need to check with the team, it could mean they are non-committal, need a second opinion, or are stalling. Heather shared her experience of being brought in by an advocate but facing challenges in proving her worth when an agency with a closer relationship to the client is involved. The discussion ended with Chris noting that Heather's company, Lava Digital, is surrounded by competitors, and emphasized the need for Heather to find a succinct way to describe her role, as the executives she interacts with are usually busy.

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‍Effective Communication and Sales Strategies Chris stressed the importance of effective communication, emphasizing the need for clarity and conciseness. He presented the concept of handling objections and encouraged the team to focus on one key point at a time. Chris also advised Heather to be more concise and confident during sales calls, and to acknowledge the strengths of other vendors. He highlighted the importance of identifying specific problems and asking questions to surface issues. Chris also mentioned the need for explicit communication between team members and the use of AI tools for language barriers. He ended by promoting the creation of impactful slogans or brands to enhance communication.

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‍Effective Communication and Company Hierarchy Discussion Chris and Julio discussed the progress and next steps of an unspecified project, with a focus on effective and efficient communication within the team. Julio expressed difficulty in communicating directly with the final decision-maker at his clients' companies, particularly large ones. Chris advised Julio to take more control in these situations. They also discussed the hierarchy and size of companies, noting that those doing over 100 million dollars a year are considered big companies, and typically have a heavy marketing focus. It was confirmed that a company doing a million dollars in revenue would typically have around 10 to 15 employees.

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‍Pricing Strategies and Client Targeting Chris and Julio discussed their experiences with clients and pricing structures for their services. Julio shared a situation where a potential client wanted a quote before understanding the project's scope, which typically ranges from 10,000 to 25,000 dollars, depending on the website size. Chris suggested that they might be targeting the wrong clientele, as smaller companies might not be able to afford their services, and proposed they target larger companies with a million-dollar budget. They also discussed strategies for approaching potential clients and securing approval for marketing projects. The conversation ended with Chris summarizing three key lessons for Julio to learn from the discussion, and Julio shared his success story about winning a project after using the perfect proposal template, leading to a million-dollar project.

Instagram Growth Framework

Main Concepts
GNC Content Strategy
The GNC content strategy framework outlines three distinct types of content to focus on when posting to Instagram:

Growth content aims to reach new audiences and gain followers. It offers simple, valuable tips to attract attention and encourage exploring one's account.

Nurture content builds connections by telling stories and sharing more in-depth advice/processes. It enhances trust and makes followers care about the creator.

Convert content directly sells one's services by highlighting specific pains or desires and targeting messages to feel personally relevant. It aims to inspire taking action like inquiries or signups.

Key Post Type: Transformation Story
Telling one's journey from struggle to success in a relatable way engages followers and humanizes the creator. It establishes credibility while not directly selling. Including pain points and desires makes it easier for followers to see themselves in the story.

GNC in Action
Growth Post Example 1
The original "How I Made It" post simply shared the creator's backstory without an ask. It reached over 1 million people organically by offering value without obligation. Relatability and transparency built connections.

Nurture/Convert Post Example 2
Later versions of the same story structured details and a call to action to warmth audiences and drive inquiries. Including specific processes and results enhanced perceived understanding and desire for the creator's help. The new framing directly encouraged followers to take the next step.

Implementing GNC
Follow a Consistent Rhythm
Post using all three strategies each week - one of each type - to maintain balanced growth, connection, and conversion efforts over time on both Feed and Stories. Instagram requires patience and consistency.

Focus on One Strategy at a Time
Craft each post to target a specific aim (growth, nurture or convert) by including tailored elements. Avoid trying to fulfill multiple purposes simultaneously which dilutes messaging.

Customize to Your Audience
Make transformation stories personally relatable by highlighting authentic struggles and desires. Target messages directly at followers to build perceived understanding and urgency around taking the next step.

Action Steps
1. Audit your current Instagram approach. Identify which strategies you focus on and any gaps.

2. Craft one sample Growth, Nurture and Convert post highlighting core elements discussed. Get feedback and refine.

3. Implement a GNC posting schedule, starting with one of each type per week. Track and analyze results to improve future content.

4. Refine transformation story template to customize pains, desires and processes specifically for your ideal client. Test sharing your journey.

5. Experiment with different call to actions at the end of nurture/convert content like asking followers to share their struggles or sign up for more information. Track impacts.

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Chris walks Pro members through the sales funnel process, with an emphasis on selling through emotions using his "no sales" webinar method.

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Images from Call:

Live streaming can seem scary and daunting but it is a powerful way to differentiate your business from the crowd, with multiple benefits to accelerate your business growth.3 learning objectives of the presentation:- Understand why live streaming will set you apart in your industry- Learn how live streaming can help you create endless content, endless connections and a super loyal community- Establish yourself as an authority in your field, build a strong network and strengthen your relationships

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Fanny Dunagan is the Co-Founder & Content Strategist for PathLynks, a marketing consultancy serving medium and large tech companies. Her firm specializes in LinkedIn content strategies, livestreams and video marketing. She's passionate about helping people find their voice and create a legacy through thought leadership and content creation. She’s spoken about branding and videos at a variety of marketing and technology associations such as InnoTech Conference and American Marketing Association, as well as at the headquarters of Toyota and Whole Foods. She's also been a keynote speaker at State of Search Conference and Video Marketing World Conference. She's the host of The CG Hour and the Creator Tips, Tools & Tales Live Shows, as well as the Tech Legacies Video Podcast.

We're going to land this storytelling plane! We'll bring everything together and have a fully delivered story for your personal brand.

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ICYMI:

Personal Brand Storytelling Pt. 1

Personal Brand Storytelling Pt. 2

Personal Brand Storytelling Pt. 3

Personal Brand Storytelling Pt. 4



About Marc Gutman

Marc Gutman is an award winning storyteller, entrepreneur, adventurer, and idealist. But most importantly, Marc loves brands and their stories.

Marc has held several positions in the story business.  He’s served as Story Editor for Oliver Stone’s Illusion Entertainment, and written stories and screenplays for Oliver Stone, Warner Bros., and 20th Century Fox.

In addition to his time in Hollywood, Marc itched the entrepreneurial scratch by founding a multimillion dollar tech company in Boulder, Colorado.

Today, Marc focuses his energy on Wildstory, the brand strategy studio for brands that want to outmaneuver their competition.

Wildstory has worked with brands like Thor Industries, Airstream, El Cap, Planet Granite, Earth Treks, Movement, Inboard, Outward Bound School, and First Descents.

Marc is on a mission to help the world après… one brand at a time.

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Chris discusses how to overcome objections and accusations within your irresistible offer.

Join Chris as he analyzes the book launch of Alex Hermozi's $100M Leads.

Artificial Intelligence (AI) for Content Creation

AI tools can significantly enhance creativity and productivity by automating repetitive tasks and providing new possibilities.
Embrace AI as a tool to enhance existing skills rather than a replacement.
AI can help overcome common challenges faced in the creative industry.

Specific AI Tools

Mid Journey: A powerful image and photo creation tool that enables the creation of visually stunning content based on user prompts.
Runway: Offers advanced image editing and manipulation capabilities, making it a valuable tool for refining and enhancing visual content.
Chat GPT: A text-based AI tool that can generate human-like text, provide information, and assist with writing tasks.
Claude: A powerful language model that rivals Chat GPT and offers a range of advanced capabilities.

Practical Implementation

Importance of a clear vision: Being able to articulate a clear vision in your mind and communicate it effectively is crucial for successful AI implementation.
Emphasis on practical implementation: The focus is on providing practical insights and techniques for attendees to apply in their own workflows.
Collaborative resource sharing: A shared board serves as a central repository for resources and materials shared during the session, making it easy for participants to access and refer to them.

Action Steps

Analyze: Identify areas in your workflow where AI can be implemented.
Experiment: Explore different AI tools and experiment with different prompts and settings to get the desired results.
Collaborate: Share your experiences and resources with others to foster a collaborative learning environment.
Innovate: Use AI tools to create unique and original content that stands out from the competition.
Stay informed: Keep up with the latest developments in AI and emerging tools to stay ahead of the curve.

Reflection Prompts

What are the specific challenges in your creative workflow that AI could help you overcome?
How can you leverage AI tools to enhance your existing skills and capabilities?
What are the ethical implications of using AI for content creation?

Reinforcing Summation

AI is a powerful tool that can revolutionize content creation. By embracing AI and using it wisely, you can unlock new possibilities, enhance your creativity, and stay ahead in the rapidly evolving industry.

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Homework before the call: Find a customer avatar for your audience or who you'd like to serve

‍About Dave:

Dave Katague help business owners and creatives use AI to fast forward to outcomes they didn't think possible. Obsessed with storytelling, psychology and filmmaking, marketing, I love digging deep to use design to make things look good and make the audience feel.

Call Resources:

Building an avatar to create content
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Mila board

Learning AI Mila board

Film & Grammar Board

Prompts

You deserve a team you LOVE and a business that doesn't depend on you! Discover how to create more SCALABILITY in your business and FREEDOM in your life … WITHOUT sacrificing the quality of your customer experience. This program is dynamic, funny, moving, and filled with actionable value. (This is call 2 or 3).

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Catch Part 1 here.

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About Joey Vitale:

Joey Vitale is an internationally renowned speaker, award-winning attorney, and business growth consultant. He has spoken to tens of thousands of people across the world. Joey has worked with influential brands like Cultivate Advisors, Honeybook, Maximum Lawyer, and The Futur.As a trusted business growth consultant, Joey helps impact-driven business owners who want to achieve exponential growth and realize their full potential.His forthcoming book is entitled: The Business Growth Advantage: How to Run Your Business in One Hour a Week, Crack the Social Media Code, and Make Limitless Income & Impact.

Join Chris as he workshops Pro members' Irresistible Offers.

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Catch up on the first call in this series here.

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Resources:

How To Productize And Systematize Creative Services & Build A 7 Figure Business

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We are going to review the 4 necessary stories to build your personal brand  - this is 4 of 4, the Resurrection Story. We'll review story structure, then dive deep on the Resurrection Story, and then begin to workshop and discover your Resurrection Story.


About Marc Gutman:

Marc Gutman is an award winning storyteller, entrepreneur, adventurer, and idealist. But most importantly, Marc loves brands and their stories.

Marc has held several positions in the story business.  He’s served as Story Editor for Oliver Stone’s Illusion Entertainment, and written stories and screenplays for Oliver Stone, Warner Bros., and 20th Century Fox.

In addition to his time in Hollywood, Marc itched the entrepreneurial scratch by founding a multimillion dollar tech company in Boulder, Colorado.

Today, Marc focuses his energy on Wildstory, the brand strategy studio for brands that want to outmaneuver their competition.

Wildstory has worked with brands like Thor Industries, Airstream, El Cap, Planet Granite, Earth Treks, Movement, Inboard, Outward Bound School, and First Descents.

Marc is on a mission to help the world après… one brand at a time.

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