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PVC Coaching Call 5.27.21

Okay. Now it's recording. Okay. But it's actually much simpler than that. Positioning is really it's just message to market match. That's really all it's.

[00:00:18] So basically, if this is the market, the whole point of positioning is

[00:00:29]How this entity sees all of the different potential partners and how is your unique message going to be out there? So you're so when you're in a very competitive niche, like you're in, there's all sorts of agencies and whatever, all like around this market, right? And these look different based on their diff they look different to the M in the middle here based on their different messaging.

[00:01:08] So if a different set of messaging, we can denote that here. Ideally every single one of these agencies here would have a different sort of messaging. And so they would look different to every potential customer in the market. And our main goal is what is Lorenzo's color, right?

[00:01:33] So how are you differentiated from these things now in reality, what it looks like? And by the way, I've never explained it this way before this is all off the cuff. I think it's working now. So basically in reality, the way that it works is that everybody looks the same, really. You have a looks just like B, they're all talking about the same things looks like, see, it looks like the looks like he, cause they're all saying something like, do you need help growing your life, coach business?

[00:02:11] What if I told you, I had a way to boost your leads and sales in the next 30 days without you having to do anything, blah, blah, blah, blah, blah. Now that sounds sexy. And definitely the life coach market is going to respond to that sometimes. But the life coach market is also seeing a lot of that message.

[00:02:36] So my goal working with all of you is how do and we're going to call you AF because that's where we are in the alphabet, a, B, C, D E. We want this to be the case. So that as soon as the M sees you anywhere, that they see you, it's clear that it's different, it's unique, and it is uniquely positioned to get them where they want.

[00:03:08] So ideally, you'd get these people on the phone and they would say, and I actually, I get, I hear this a lot about art, about the PVC too. I get people on the phone and they're like there's something like I see a lot of ads for helping life coaches and stuff. I get it.

[00:03:25] But there was just something about yours that just resonated a little bit more with me. I don't know what it was. So that's the best possible scenario. So what we want to do with positioning is figure this out and the way to get there is through messaging. And the way that I teach messaging to you in this program is through what I call the IPS, the innovative positioning statement.

[00:03:59] Which puts with, which is specifically designed. If you create it the way that I teach you to create it, to be utterly unique. And you have to test these things, but it helps them be utterly unique because it's not enough to just talk about the pain point because everybody's pain point is leads and sales, all leads and sales.

[00:04:23] And that's what their pain point is. So everybody's talking to the life coach it's about leads and sales. That's where your unique mechanism comes in. Now, I'm not saying that you shouldn't, that you don't need to, in order to market a unique mechanism, you don't need to have

[00:04:49] grown a billion people's businesses to a million dollars to be able to talk about this mechanism. It's more about, it's less about that. It's less about the results. It's much more about how you can help uniquely. And that's why it's really important for me that you guys come up with your niche because there's a reason that you chose life coaching and there's something specific.

[00:05:14] The reason that Lorenzo was put on the earth to help people is very specific and unique. You may not know it, but that's what we're going to come across in this program. We need to do is figure out how to fill in the blanks of the IPS so that you can feel unique. So is the unique way that you're going to help them YouTube ads.

[00:05:43] That's a possibility. It's not strong though, right? Like we use. So I used to teach acting way back in the day because I've lived.

[00:05:53]But back when I used to teach acting, we would talk a lot about choices. There's all sorts of ways you can say align. There's all sorts of ways that you can walk across the stage or whatever you might do. But we would often talk about, Hey, make a strong choice. And that's what you're going to want to do with each piece of this positioning is make a strong choice.

[00:06:14] So yes, the it like a way that you can help life. Coaches is YouTube ads. It's a tactic. But is that necessarily like the best is that the strongest choice? And so I think this is why I'm having you journal about it because I want you to really get to you. Assets like the core and essence of you to figure out how you can uniquely help people.

[00:06:38] And you may be sitting there with imposter syndrome being like, I'm not unique. I'm not different. I've got nothing right now, Matt, I'm just starting. It's bullshit. Create it. Write your own story. Start writing your own story right now. Let's write your story. Why did you get into marketing in the first place?

[00:06:58] Like, why do you want to do this? Why are we here? Initially, like I said, for me it all started because of network marketing. But as we, as the years rolled by you come across, you're exposed to different chains, you realize for me, it's, if I should see why I want to do marketing at this given moment and going forward, if has one to do with capital, I'm also the freedom to, travel different places.

[00:07:27] I am, I'm a fanatic when it comes on to, different cultures and subcultures, just wanting to explore different places. All right. So yeah, that's one of the main reasons. There are multiple different other reasons such as, wanting to be in a position where I am more financially stable.

[00:07:44] Oh, you know how old family members are friends, what, who I can help. Yeah. That's sure. Why don't you start a construction business or why don't you I don't know, start a blog where you get SEO traffic all the time and try to sell Amazon affiliate stuff, or why don't you start a pet grooming business?

[00:08:08]No I don't believe that I've never really identified with with those niches. Okay, great. Great. So what do you ident? So you're saying you identify with the work that you're trying to build more. Okay. Why? Because of your heart, I don't want to hear about your money.

[00:08:28] Freedom. We're going to get you that I want to talk about your heart. Okay. That's because personally it has been a avenue which has helped me to grow as an individual. I may not necessarily be where I want to be, but like I said I've spoken with persons in a personal development space.

[00:08:47] I've, had persons who are or mentors and I see that. Individuals like myself who could really benefit from utilizing these tools to help better themselves also. Okay. And so you use those tools, you see them as a real way to have personal development. They enrich your inner life as well.

[00:09:17] They make you feel something, and so you want that other people to feel that as well. And why life coaches tell me again, no, not specifically life coaches, but in the personal development space. Yes. So guys like I'm forgetting the names, but I just moment, but there has been John Maxwell, like for example John Maxwell, personal purchases, you know how to, we struggle with imposter syndrome.

[00:09:45] We struggled with procrastination. We struggled with limited self belief with self-confidence with programming that, that has, hindered so many per peop persons in their lives. Because of those programmings, they may not necessarily be able to maximize or live to reach your full potential.

[00:10:03]So I believe that having these tools and these resources can really help persons, give them a path that they can help to see that this is it. This is what is possible if I'm willing to put in the work, or if I'm able to somebody to guide me along the way. Because often times, like I said, for example, in sports I think that many of the grapes like Colby Bryant, Michael Jordan, a sick or whatever vertical a lot of them probably wouldn't have transitioned into an exceptional athlete that they are widowed a coach.

[00:10:39]And I believe the same concept. Our methodology can be applied to life coaching whilst I'm aware that there is a lot of persons in the industry who aren't necessarily life coaches, but from the Sumo are from some of the persons that I have came across. I do believe that there is still an avenue R a medium to reach a, has it changed your life?

[00:11:01] How has personal development changed your own life? Do you ever read a book or a podcast or something like that? And that you've just it's changed your perspective on things and it's brought you where you are. I'm assuming. Yes. How, so give me an example. What's the biggest example in your mind?

[00:11:18]So for me not, not growing up the typical way, like attended high school, going to college, et cetera. So I had all those negative mindsets mindset and I believe one when I read so the first book I read this book called slight edge. And the whole premise of the book was how you can actually create by doing simple minuscule task over a given period of time, that can really help you to build on a particular skill without, physically are internally.

[00:11:54]Yeah. And there has been also a few other books that I've read that has really shifted my my, my pers my perspective and mindset. Okay, great. And how did that transform your life? How did any of that transform your life, where you in one place and you ended up somewhere else? Because of little things you've added.

[00:12:19] Yes. It has allowed me to be a lot more confident because it allowed me to take more risks. It has allowed me to believe in myself more knowing that I'm not necessarily always coming from a place of things, is things has to be perfect. First time. I understand how to measure our archery grease more in terms of failure, not seeing failure as for example, I'm embarking on a new venture, but I don't know what the variables are.

[00:12:49] The future variables will be. So instead of me just saying that, you know what, I don't know what is going to happen. I'm not going to take action, or I'm not gonna do anything to progress in that direction, but it is allowed me to adapt the mindset to say, you know what you may feel, but it is also a learning experience.

[00:13:10] So you learn, you unlearn it, you relearn. So that has somewhat been my philosophy in a nutshell. And that's what you said that marketing helps you do as well. You feel like marketing also helps you feel those personal development feelings and as a result, they can get you further ahead and where you want to be.

[00:13:29]Yeah. Interesting.

[00:13:38] That's what's so cool about, about, about you being drawn to this one. Very specific thing. There's plenty unique here. You can call it whatever the hell you want, unique mechanism or system or formula or methodology or whatever you want to call it. But there's something very simple there. How do I work with clients and get results different than other ways that people work with clients and get results that's unique and actually gets better results.

[00:14:07] So if that's maybe that's something along the lines of, listen hi, I'm Lorenzo. I didn't grow up the way that most people grow up. I didn't take the path that a lot of people took. I had to get through a lot of hard chips in my life. And I realized that all of that was not exactly what it was, not really what I needed, what I really needed was personal development.

[00:14:38] And what that means is perspective from other people and other people's hearts and minds, so that I could learn and then apply those to my life. And when I was able to do that, it transformed the way that I approach my life. And then it approach it. It transformed the way that I became an entrepreneur.

[00:15:02] And now what I do is I help people just like the people that helped me. I help these life coaches and people that help other people that work in personal development. I help them help more people get more people in the door, get more leads so that they can help people. And I do that using my unique transformation system, that takes all the principles of how we transform people's lives as life coaches, through personal development and psychology, and puts that directly into your marketing so that you can speak to people in a way that matters most to them.

[00:15:44] When you apply this system in your life, coaching marketing, you will find that clients will flock to you because they know and will already feel like you are the only person on earth that can help them. So that may or may not resonate with you. But do you see how I turned that like your personal story into a unique mechanism?

[00:16:10] Yeah. Yeah, I yeah, definitely. You don't need to like write a book like I did on a system to be able to talk about it. That's not what it's about. It's not about that. It's about. How you can uniquely bring yourself to it. And it's 100% ethical. It's not a lie. I just had to get it out of you. I just had to get the real story out of you so that you can see for yourself how you can be unique, right?

[00:16:39] And now you can help people in that unique way. It's 100% true when you get these clients, you're going to onboard them. And you're going to talk to them about these things. You're going to talk to them about your specific, psychological, personal development approach, to marketing, where you're talking about improving people's lives in certain ways and achieving different transformations.

[00:17:00] And you do that through messaging and by telling emotional stories through video, because video is the best method to be able to help people see themselves in the content. And I know that because I have this amazing coach named Matt who wrote a book on empathy and he told me, and I've seen it happen that empathy moves mountains and can make people flock to you.

[00:17:26] And so all of a sudden, right? All of a sudden, if I if you were just out there and I was just telling if I was just telling somebody about Lorenzo, and I said, all of those things, you would think that's a pretty unique opportunity right. Of someone to work with, right? Yes. Yes. Brad and Tyrone, what are your thoughts listening here that I, that, that was awesome to watch because I think you did, you just extracted that those core feelings and beliefs from Lorenzo and turned it into a very eloquent positioning statement.

[00:18:03] So I, that was awesome. That was great to see. I love it. I love that one. I don't know how you did it. That was magical. It was like being on a journey and all of a sudden, boom, here's the little deal. There's a book that I really liked called oh, called something or other. And the principle is the most human companies when marketing rebellion.

[00:18:26] That's it. And and what I saw happen was there was a lot of human inside of that story. It's the storytelling, this is where I've come from. So it had all the empathy of it, but it wasn't just, I'm going to help you make money. It was, I'm a human helping humans. I'm going to help you as a person.

[00:18:48] And I think that's what makes all the difference. Yeah, that's great. Yeah. Yeah. You're always going to have to talk about how they want to make money cause they do, but this is where your unique mechanism, I need to get a new shock Mount. I help life coaches make money through my uniquely human systems.

[00:19:05]And so you're able to do that because they do want to make money, which is totally ethical. We all want to make money. It's totally fine. And even if you want to drill down on it, you like, if make more money means you're helping more people, and helping more people means impact means that you're changing people's lives.

[00:19:22] And at the end of the day, you're going to be fulfilled because you won't say, oh, I became a millionaire for my life coaching business. You'll say I helped thousands of people change their lives and that's what they want to do, but ultimately they want to do both. So does this help, everybody's I'm sure that you are all trying to wrap your mind around what this innovative positioning statement is and how to make this unique mechanism work.

[00:19:45] I hope this sort of helps everybody get a sense for that. Are you getting closer? Lorenzo tuh, tuh tuh figuring that out. Yeah, definitely. Yeah. And, the way Tyrone and Brad said the way in which you were able to condense all of that in, in a story that was exceptional.

[00:20:05] So it has really given me a guideline to which I go back to the drawing board. I can have a better idea of what it is that I need to put in place. Yeah. So go back. I asked you to journal about these things. I think you should journal about it and just, I just want you to brainstorm a little bit on all of this.

[00:20:27] Like I've given you a lot of stuff to like, but thinking about things is bullshit. Nobody thinks about anything, right? Like it's just, like you're like all actual work is done through activity, so that's why I'd rather you journal then say, yeah, I'll think and ponder this. What are you going to do that when you're in the shower or something like, you're not going to ponder.

[00:20:48] It doesn't make any sense to me. I'd rather have you journal it because the power of articulation is insane. Sometimes when I journal, I just sit there and I just like I never have a reason for writing. I just forced myself to sit there and start writing and then stuff just comes out, not eloquent or anything, but just oh yeah, wow.

[00:21:06] I was really pissed off about this. I even thinking about it, or maybe because your subconscious is so much cooler than your unconscious so much more interesting than your conscious. Your subconscious is much more interesting than your conscious, so you have to like actively find what is that?

[00:21:24]Somebody sent my wife flowers, the truck is outside. Oh, that's nice. It wasn't me.

[00:21:33] I'm going to assume that's fine. Just yeah truck pulling up. And then he pulled out this big box of flowers. I'm like, oh, interesting. Okay, so anyway what was I talking about? I like to journal I'll sit at home journaling. Yeah. It's really powerful to articulate because I don't know if you've noticed that. Obviously your best thoughts come in the shower because you're not trying to think. That's just why it works because it takes your brain off of it.

[00:21:56]And when you're forced to have this is why I don't like having brainstorm meetings. Cause they're just useless. Cause it's like a place where people come together just to brainstorm. But like usually you're not hit with inspiration at that moment, but one of the cool things, as there's something magical about putting a pen on paper and journaling, that the stuff just starts to spill out.

[00:22:16] So it's good to do that. Like instead of think about it, journal about it, because then you'll actually do the work to sort out the stuff in your brain. But I, and I think you need to have a firm, like I want you to go through Lorenzo and all of you, each of these new lessons that I put together and do the, exactly what I have in there.

[00:22:38]Try to really come up with a few innovative positioning statements, try to come up with a very specific, if I did have a unique method, what would that be? How could I be, how could I uniquely help people? And it's not about tactics. I talk about this all the time. Like the way that you can uniquely help people is not a tactic.

[00:22:57] Like I can run ads for you. I can make a video for you. It's the specific way you're gonna do those things. That, that articulation will be huge. And then once you get that out there, then it's just time to get, and it's just time to get clients and it's just time to start testing it, pummeling the market with this message.

[00:23:18] Awesome. Quick question. All of this new stuff, is that in week one or is that the new week should be in week one. Okay. So you're going to have to get back week one, had an updated video for the niche, and then it seems like you had different intros into the persona exercise. I'm not sure. I don't really remember the IPS part of it.

[00:23:48]I don't see the IPS. Yeah it's there,

[00:23:55] but I may have, let me take a look because I want to make sure that Kelsey

[00:23:58] got it all in there correctly. Cause I threw a lot at her when I made that decision the other day. Yeah. Okay. Manage learning content courses. Yeah. I know that problem solution and persona exercise. I just put different intros on there to help frame them for this conversation more so that it was much more about.

[00:24:22] For doing it for yourself, but yeah, for sure. Yeah, because I just want to get you leads faster, but let's look at, let's say there's a new welcome video and then picking your niche problem solution framework in your niche.

[00:24:40]It's possible that she might've forgotten to put it in there.

[00:24:57] So picking your knees. Okay.

[00:25:03] Yeah. I don't remember. I don't recall seeing that when I was going through some exercises in a problem solution framework.

[00:25:16] Oh yeah. It's missing a lesson. No wonder nobody did it. I'm like, where the hell are you? Why aren't you doing this work?

[00:25:29] Yeah, I thought there was maybe a little bit of a disconnect there. So we're missing a lesson. In the training on innovative positioning statement.

[00:25:45] So let me see where she

[00:25:47] okay, so I'll find it. Hopefully I didn't erase it otherwise I'll just record it again. So the idea of the innovative positioning statement is it's the core, it's the core piece of messaging that you develop to differentiate yourself from the market? The unique mechanism stuff you probably didn't go over either.

[00:26:15] I don't think that's in there either. Yeah. There's a lot missing from there. Also the unique mechanism stuff should all be one. Maybe she's not stressed out. I feel like I'm a week behind. You are because I redid week one, but you're fine because we have a year, but I want you to, I obviously want you to get results faster than that.

[00:26:40] Oh,

[00:26:44] Wait a minute.

[00:27:16] It's in week to number the there's an intro. And then the first lesson is positioning and then there's a repositioning worksheet.

[00:27:27] I think that's, I think I'm just watching it right now. Yeah.

[00:27:36] Yeah. I'm downloading that worksheet now to look at it. Okay. Yes. There we go.

[00:27:50] Yeah. And I did some of that stuff and posted it when I talked about my niche. I filled out some of that. Yeah. I got, yeah, I got ya. So the positioning. Kelsey blurred at the beginning of week two. Yeah. That makes sense. Actually, I guess it doesn't really make a difference, but yeah, it's it's all linked together.

[00:28:08]So anyway, Tyrone watched that video,

[00:28:15] but yeah, I mean that, so going through that repositioning worksheet is the best step. I'll just share it with you so that you can see it. So list as many of your competitors, as you can find, how are you truly unique video creator? What do you bring to the table? That's unique? Who do you most want to help them feel equipped to help?

[00:28:34] What is unique and special about the process of creating video content? Take your answer from step four and codify it into a system or methodology that's created to get best results and take and turn that all into an innovative positioning statement. So it's all in that. It's all in the, it's all in this video here, this eight minute video.

[00:29:02] Cool. Okay, cool. I'm sorry if that wasn't clear, but at least it was there. That's good to know.

[00:29:13] So yeah. Going through that process is huge actually. You're going to be in a much better position to fill that out now, Lorenzo, after going through and doing that this process. Any other questions you want to cover? Yeah, just one, one more thing before I go. MIS there was this life coach he had actually signed up for his affiliate program.

[00:29:31]And I was contemplating whether or not what I was actually going to go ahead and start promoting it, but I sorta wanted to get your feedback, our w our suggestion as to what you sure. Sure. Tell me about it, the deal. So it's actually a program for Asper in life coaches who wants to become a life coach.

[00:29:55] And yeah. Yeah. It's actually a course. What's the what's the price? It is, or I think 4 97. Okay. So it's just it's not like coaching and stuff. It's just like basic go through this course. Yeah. Okay. All right. And so what, like, how do you feel about it? Is it unique? Like, how is the, here's the core question when it comes to this kind of stuff, what is the offer like?

[00:30:22] Is it a good offer? It's all about that. Honestly, I'm not sure how to answer that question, but I think it is a good offer so much. I'm not sure. Do you have do you want to share with me like a landing page or a sales page or something? Yeah, one moment. One moment. We'll find it.

[00:30:43] Is it a good time to remind you guys that we can talk about anything in these calls? Like this kind of stuff is great. Anything you want to talk about? Sales calls you got going on, people that are coming angry mean clients worst. Cause I know you all have some clients kicking around.

[00:31:21] Okay.

[00:31:25] Sorry. My laptop is a little bit.

[00:31:34] You could put a link in the chat if you want.

[00:31:36]I'm sorry.

[00:31:40] It's okay. We have time if you want. I could go to Brad or Tyro. Okay. Where are you guys? What patients are on y'all's minds. Who wants to go? All right. Okay

[00:31:59] guys, I got a new camera yesterday. I just want to tell you about it. Cause you're like my best friends. I have a lot. I don't have a lot of friends. Sorry, Matt, what I did. I just posted it in the server group under a comment that you in this. Yeah. I just posted a link in there to the London bridge.

[00:32:24] Okay, cool. Yeah, it was taking too long. Cause my laptop, I need to get it. Sorry to know it was taking too long to load. So I just did it from my phone. All right. Let's take a look. So anyway, it's a Canon R five and she's a beauty 45 megapixels shoots 4k 120 FPS. And I'll be paying for it for the next year.

[00:32:51] Yeah. How much is that camera? Like 5,000 bucks or something? No, it's 39 39. A hundred for the body. Yeah. And this is a lens that I had, but then I did buy another lens for it too. The lens was really expensive. No, I got a 15 to 25, 2 0.8 zoom lens. It was expensive. It was like a $2,000 lens. Wow. Lenses are expensive, man.

[00:33:23] But I don't think I should have to upgrade ever again. It's nothing. That's one video sale, maybe two. Yeah. Lenses make all the difference. It's not the body. It's always the lenses. From what I've been told as you date the body, you marry the lens. Yeah, a hundred percent. Yeah. This is just an old, this isn't old lens.

[00:33:46] This 50 millimeter like this was used on old DSLR. It's a great lens. And I just bought an adapter for it at the local camera store. But I don't, I didn't have a lens. My favorite lens on my current, my old camp. The one I'm talking to you on is my 22 millimeter, F two prime, and I didn't have anything like that for the new camera.

[00:34:08] So that's why I got new lens. I use that for all my like product shoots and everything. So I needed it and okay. Take a look. I think that's what I need. I need a 22 or something in that range. What kind of camera do you have? You have you have arrived. I have the rebel and I've got a 50 millimeter prime lands.

[00:34:28] And then I've got a wide zoom, like a 10 to 18. It's an ETF Mount or an EFS Mount. What's the lens on that? What's the model. Let me go get it real quick. While you're looking at that become a neuro transformational coach, terrible headline. Why is this a terrible headline? Anybody for me it's broad. It doesn't offer any specific city in terms of, our, it doesn't, like I said, specificity, I have a, make a big promise are S speak to any challenges that.

[00:35:09] Totally. And by the way, I apologize. You listen I've been teaching college for so many years. You're going to get questions. Like sometimes I ask questions, I know the answer to, to help you learn. So hopefully you guys are okay with that. I'm just used. I'm just that's how I'm used to teaching. Yeah, like I go on this web page and I say, become a neuro transformational coach.

[00:35:33] And I'm like, what the fuck is that? I'm going to do something else. But that's exactly what that's exactly what I was saying. Like you're going to have you have to sell me into this. What the hell is this? I'm a smart guy who I've studied mindset and stuff a lot. And I have no idea what this is.

[00:35:48]I have no idea. So it's also not clear to me who the do I even need a certification to be a coach? Is that even something people think about to attract clients by being a great coach, this is not also like neuro transformational. It has a TM, but isn't that just kinda neuro means of the ma of the brain and transformational means you'll change people.

[00:36:15] So you're going to. Change people you're going to use a coach to help people change their psychology. Isn't that just like a life coach or a psychologist? Or like, how are like, how is this unique? It seems silly to me like so basically I have spent five minutes here and I have no fricking idea with this is what is it?

[00:36:37]What is the offer?

[00:36:42] Yeah. That's pretty bad copy from what I'm seeing.

[00:36:50] Yeah. I thought the same June when I even the lead into the buildup of the offer, what isn't pointed.

[00:37:02] Yeah. He needs to hire like a, really like a copywriter and redo this thing.

[00:37:14] Just doesn't make any sense to me. I don't know who he's speaking to. So I guess what he's trying to say Matt is so big. The reason why he's headlight is probably newer newer transformational coach, is that he's saying that in order for. You had to separate yourself from other life coaches who foreclosed on surface lever change in order for you to help your clients get real change.

[00:37:42] You have to go be on the surface in terms of understanding your underlining issues as to why they aren't getting long lasting change that they would like to get. So what I read through the copy, that's what I got from, there's just, there's no offer,

[00:38:06] right? What's the I'm just not clear what the offer is, so increase your coaching, certainty, cottonseed, confidence, and influence.

[00:38:24] I can't even really recommend anything cause I'm not really sure who it I'm guessing. It's like for people it seems like it's.

[00:38:35] To be, to have a successful coaching business. Nowadays you have to be a great coach. Someone who has the confidence, competence, and certainty to help people actually change their embodied behavior patterns, not just their mindset and willpower. You must understand human psychology and behavior at a deeper level than most coaches do, who are only equipped to tell people what to do intellectually rather than help them truly launch it.

[00:39:02]That, ah, this is awful.

[00:39:08] He's ignoring one of the core principles that we talk about in this course too, which is that he's not talking to him about what they really want.

[00:39:19] Like he's not, he's like they, they want,

[00:39:25] they want to make six figures a year running their own business, doing exactly what they want and changing people's lives. That's what this target audience wants to do. And he doesn't talk about that at all. He's talking about how you're not a good enough coach and how becoming a better coach will change, will make you successful, but that's not true.

[00:39:46]Cause if you don't have any clients, it's if a tree falls in the forest and nobody's around to hear it, doesn't make a sound now. No, it does. I think, I probably think I wrote that in the book. Yeah. It doesn't make a sound because nobody's there. So yeah. So I don't really want give them what they need.

[00:40:07] Exactly. Sell them what they want and then give them what they need. No, like nobody's going to buy this with this marketing now. You could, you'd have to totally reinvent it. I would not do any work, sending things, sending, I would not spend money, like sending people to this page or I wouldn't send anyone to this page.

[00:40:27] This page will not convert. So how is the affiliate thing set up? Oh, the percent. What? 50%. But how's it set up like you just buy traffic and send it to this and you send it to an affiliate version of this page. Is that how it works? No, I did this exact page. Oh, okay. Yeah. I wouldn't do it.

[00:41:02] If he's doing this being honest with you, because it's going to cost you money to do this. It's not just focusing time. It's going to cost you money to do this and you'll probably lose money on it. I w you know, your ad costs, if you were getting two 50, if the sales 500 and you get to 50, like your CPA, like your cost per acquisition on this is going to be over a hundred dollars or more 200.

[00:41:26]Like I would say, he's probably only sending warm traffic to this page. He's obviously not buying we're running ads to it. The copy. Yeah. So he's doing it. He's doing events and sending warm traffic. And that's the only reason it's probably converting the way it is.

[00:41:43] Is it Lorenzo? Is this, or is this brand? He has he has a YouTube channel. Does a lot of, he's pretty sold on people. Yeah. So a little bit with this content. So they probably know this neuro transformational idea a little bit before they land there. This is a geeky video thing to say, but this is just like the most garbage I don't know if they put some sort of like blue ice lot on him or what it's just, it's awful.

[00:42:12] Yeah. It looks weird. It's really poorly shot and edited and framed and

[00:42:20] Lorenzo I'm here. Listen, like

[00:42:25] I am here to give you the truth. The truth. Mama tells it out loud. I wouldn't send traffic to this page. I have done a lot of marketing for coaches and I've built a lot of sales pages and it's very difficult. And with a page like this, you probably will get zero sales, to be honest with you, like for cold traffic.

[00:42:49] Yeah. He loves zero sales. And the only way that it would have a chance at having not zero sales is if there was like a really beefy sales mechanism in front of it, that, that worked like a webinar. It would, it might work with a webinar if he's gonna, if he's a really good at webinars and selling on webinars, it might work.

[00:43:10] Cause the sales page is usually the sales page is usually an afterthought in that situation. You're like a challenge or something like that. He's doing some, if he's warming people up with an event of some type, maybe it sounds like though Lorenza, that's not the case. He's just sent, send some traffic here and I'll give you half the profits.

[00:43:29]Yeah. Because he has always had an affiliate program, so I'm not sure because when I spoke with him, I was like, so what's your current fund version to say he didn't have the numbers. Ready. You, it has been busy. We haven't talked since, but I agree with what you guys have seen is I was thinking, I'm not that expert by any means or whatever, but I'm the leader that I know, I right off the bat, I could tell the headline was Thurber the transition into the lead.

[00:43:56]And the body on the offer is also hard, but it's like mixed, mixed much. So yeah, I could tell, but yeah, poor. Yeah. And just so you know, for the future number one, if he doesn't know his conversion rate on this page, that's a red flag. He should just know it but also if they do know if you're ever in this situation, again, just make sure to also ask them where the traffic has been coming from.

[00:44:19] If they tell you like it's cold traffic from Facebook or YouTube ads then you can look at it with a certain lens. If they tell you that it's all been from the email list or whatever, then you can look at it with a different lens, but that traffic's obviously always going to convert. Okay. So you're basically saying that even if you were supposed to redo the copy, it would still be difficult to get her to conference.

[00:44:42] I don't know if he got somebody really good to do it. I don't know. It's not clear to me what the offer is. So it's hard to say maybe. But like he, not only does it have a lot of those fundamental issues, but it doesn't like, it doesn't follow a lot of the stuff that we've been talking about for the last hour.

[00:44:58]There's nothing unique about this opportunity at all, really. And it's also just you need to be a better coach which is not a good idea.

[00:45:10] Thank you guys. You gotta dude. Oh my, I have an ETF lens Mount, so it's the smaller one, right? Okay. Yeah. Is it a full frame or a crop? The APSC sensor? I don't know. It was less than a thousand dollars a couple of years ago. Probably an APC. What's the model again? Is it the add?

[00:45:35] It's the E O S rebel SL too.

[00:45:42] I think it was like 8 99, like in 2018. Yeah. It's an APS C sensor. Okay. So that's the smaller sensor. Yeah, it's a crop sensor. There's nothing wrong with that. That's great. Yeah, that's fine. Yeah. So yeah, you just got to find a yeah, I would highly recommend you could probably get a cheap yeah. Sigma lens or something.

[00:46:04] Yeah, that'd be. Yeah, cause I've got the 50 millimeter 1.8 fixed. That's what this is. This is, I have the exact same lens. Yeah. I have the great lens. But it, it's, you have to realize that also with with with crop sensors, you have to multiply the focal length by 1.6. So that 50 is actually 70 something effective millimeter focal length.

[00:46:30] So it's not like it's not wide angle at all. It's like perfect for portraits basically. Yeah. I love, I really love my, and actually, so what I have loved because I just got this new this is a full frame camera, but the one that this is what I've shot. Most of my stuff with that we're on now it's a crop sensor and I've been using, I love my 22 millimeter, which is the effective focal length of that.

[00:46:53] Would it be, would be 35 millimeter. But yeah, you have a crop sensor too. So my other lens is a Canon EFS 10 to 18. Oh, I didn't go. Yeah. What's the it's like a range. What is it two point I'll have to see where does it say? I forget, I think it has two different, I think it changes.

[00:47:12] It's one of those lenses down the front. It's on the front there. It's my camera. Autofocusing oh yeah. Oh yeah. Yeah. I see. It's a one, it's a 4.5 to 5.6. Yeah. So not super fast but honestly that's fine. You should just try it. You should just do, you should just do that. Because with that, if I've got that at 18, then it's probably like a 25 or something.

[00:47:39] You're going to get the you're going to get the the, remember more, more aperture, more Boca, right? Or like more larger aperture, more Boca. So you want it to be, and usually that ends up making it feel a little more premium when you're shooting some of this stuff. So you're going to get the smaller number, which is actually larger, but with a larger opening, but you're gonna get the smaller number of that aperture range when it's at 10, rather than 18.

[00:48:08] Yeah. So you're going to want to have it a 10, but 10 times. 1.6 is what? Alexa what's 10 times 1.60 16. Okay. So it's yeah. 16. So that's pretty wide angle. Yeah. But it's less about being wide angle or anything like, anyway, you're fine. Don't buy any of that. Yeah. I can get, I can get started on much more about lighting, It's so much enlightened lighting.

[00:48:34] I would buy a light, a good light first. Yeah. I'm thinking about getting like the go docs, like the $150 go docs or something. That's what this is. Can you see it? I don't know if you can see it. Oh yeah. Yeah. And then I need a season. I need it all. I think all I need is like a C stand and yeah, you don't have to spend too much money really.

[00:48:52]Like I have the go docs. I had it on my nightstand for a while. I do have it on a C stand now, but you do need a soft box just to get us off. I've got a few soft boxes with just like the twists bulbs. There's yeah. So anyway, I've got a pretty entry level studio set up. Yeah, you're good. You can do everything we need there.

[00:49:13]It's more about the technique than it is about gear. You have all the gear you need. It's more about the messaging and the script and the creative, and that's what I love doing anyway. So when you're talking about what do you love doing? Is it shooting? Is it editing? Is it marketing strategy?

[00:49:30] That kind of stuff. It's I definitely liked the marketing strategy, cause as, since I've been working as a media buyer for a while now, that's really where my brain lives and I don't think I'll ever really get away from that. I don't know if I'm going to get away from that or not. If I think what I've been looking for is.

[00:49:50] That first, that, that way to acquire customers that I really want to work with using video is that way to get them in the door. And then if I love their product and I love working with them, I'll run their ads too. Sure. Yeah, of course you can help sell into that. Absolutely. Yeah. And in that way, then I don't have to have as many clients or be constantly acquiring new clients and replacing them if I'm just doing one fulfilling one video or whatever.

[00:50:18]So yeah, so that's, so that was one thing that I wanted to talk about was just that overall strategy, but I love shooting. I love editing. I love all of that too. And I want to do more of that. I feel like my experience there is more limited. My core competency is probably strategy and media buying.

[00:50:36] So using that and I, thinking about like my funnel, cause I've gone through some, the client acquisition part, thinking about my funnel, thinking about what my offer is to get them into my funnel. I could do some training, about running the ads and what to do with the videos, I think we first have to think about You got to go through the repositioning worksheet first, because that's going to help you zero in on the unique ness. Yeah. And then that will lead into your sales mechanism. Yeah. Whatever that may be. I didn't mean to hijack this. Cause I think Tyrone was going to get started when we started talking about my camera.

[00:51:15]He may want to go cause I went first, last week. You guys figured it out. Look, I'll take it. Yeah. There you go. Yeah, go ahead, Brad. Yeah. Yeah. So one, I want to say that this has been really a good experience sitting down and writing stuff out and having been told, don't worry about where the money is.

[00:51:35] Think about all those other like soft things. Who do you want to work with? What do you like doing? Because I bumped up a couple of times with, but if I deal with these people, then they're not going to pay me any money. And I'm like Nope. Because that's not what this is about. Right?

[00:51:56]This is about figuring out who I actually want to work with. And I dropped mine in the circle. Yes, I do. I think I was on, I've been on calls today. Oh, by the way, Lorenzo. That's cool. You don't need to have any experience shooting video. That's fine. Don't get imposter syndrome from me talking about camera stuff.

[00:52:16] I've been in video forever, but to be completely Frank with you guys, I didn't learn videography until February. And I taught myself on YouTube. I was always the guy who did I taught myself after effects and I can animate I'm actually a really good animator. I don't do a whole lot of it cause it's really time-consuming, but I never wanted to go into the field.

[00:52:37] I've just, it's just become a hobby for me, which I am now turning into money. But I, because I just, I know how to build a video business, but like that's new to me and you can build a video business and be in this program and never shoot a damn thing. Oh, that's not what it's about.

[00:52:54] Build whatever business you want to build. You know what I mean? Okay. What's going on? I'm looking at the scenario. Transformational coach. What's going on? Oh circle. Yeah, talk me through it because yeah, I haven't gotten a chance to look at it yet, so let's talk through it. There it is full screen I went back when you said to, to really I dunno, I just went back and started doing my avatar work and I figured I'd Nope. I stopped the avatar work and went back to this. Who do you want to work with? And good. I like that sort of social, socially responsible and the community focused and mission driven.

[00:53:33] Yeah. I like that type of people. And when I thought about it it's it basically boiled down to, I just like working with people who give a shit and the more I thought about it, I realized they only, they really just need to give a shit. If they're the kind of people who will recycle most of the time, who are going to try to buy things that are local and better for the environment when possible.

[00:54:09] But if it is wildly inconvenient to, to buy purely organic laundry detergent, or if they feel like that laundry detergent. Is not actually going to get their clothes cleaned and they're not going to do that. Not hardcore hippies, but people who just care. Yeah. That's great. That's feeling Nishi to me already.

[00:54:36] Oh, good. It felt like that wasn't Neisha enough. It's probably not, but it's a great start. That's why I love the exercise. Yeah. You have to go through a prompt, a thought process, right? Yeah. I've never been in a program that's taking me through this. So that's why I built it.

[00:54:56]Like you have to to actually go through, like you, like a lot of folks might just say okay, go pick your niche, and it's very difficult. So the thought here is to take you through basically a series of thought exercises so that you can come to this conclusion on your own because ultimately you'll be most successful when you feel more aligned.

[00:55:18] So this is to create a very aligned niche, and then we'll work together to to work out the details and the logistics of it. So this is a great, this is a great. There's tons of social entrepreneurs, tons of mission-driven businesses, tons of socially responsible business and community focused businesses out there.

[00:55:40]Not to mention nonprofits, like I think you've mentioned to me before. And great. Yeah, great start there.

[00:55:46]So the, what I like doing, and the more I think about it is I really there's two things, right? I like collaborative work. It's the collaborative part that I dig on top of the video creation. And I've always the type of like short films that I do. And that sort of stuff tends to be very person focused and guerrilla style man on the street.

[00:56:16] So we're just going out where we're filming things, getting out and filming more than scripted and narrative. I like short content that is, is quick and dirty. Just getting in and getting out and making it feel organic. Yep.

[00:56:41] I feel like.

[00:56:43]I like dealing with businesses that, that sort of want to invest in their business. So most of what I see is just that the smaller businesses don't have the bandwidth for the stuff that they want to do, whether it's time or money. It's a resource thing. If the businesses is small with one to 10 people in it, then there's nobody there with enough time to sit down and do all the avatar work and then do all the planning of messaging.

[00:57:19] And they think, oh, I just need to do some videos. Let's do some videos and then wonder why it doesn't work.

[00:57:29] And

[00:57:29]That's the big guest problem in their business. I see it. It's that sort of resource. They want the sales, but there isn't anybody there with enough time or skill to drive it for them. Sure. They don't know how to get those sales done out again, alone. Let alone. Let alone anyone to implement the systems that they need to get to sales.

[00:57:58] They don't even know what systems they need and everything. Sure. That makes sense. And so you would rather you want to spend your time more on strategy. Do you want to do any done for you video or are you mostly want to stay away from that? No. No. I'm good with done for you video. I switched in all of this journaling thinking, oh, I don't really want to do done for you video, but then I realized, no, I actually I like doing that, the planning, the filming, even the editing because it's

[00:58:28] it's not just a, one-on-one working with people. It's also problem solving. It's trying to figure out the mystery of how do we get this thing to work. So it's that sort of creative aspect of you want this let's figure out the craziest way to make this happen. What kind of messaging?

[00:58:54]What can we do that's fun. And while that's going to get you what you want. Great. So it's, it sounds to me like.

[00:59:06] It sounds to me like once you were able to do the actual journaling and work around, here's who I want to work with, the idea of creating videos sounded fun again, because you could actually be able to do it for people that you want to do it for. Instead of, you been maybe, the shine rubbed off of doing video content, when you did it for different types of businesses that were tough to work with.

[00:59:33] Does that sound about right? That's about right. Yeah. Yeah. That's great. That's why we do the journaling exercises. That's great. Okay. Let's go, let's dig more into this number three. Talk me through that again. You did a little bit, but talk me through that again.

[00:59:48]Yeah, they're their biggest problem is of course they want sales or yeah, it's mostly sales, right? And smaller organizations just don't have a team of people. There's nobody there. It's not big enough to have one person dedicated to this is the person who's in charge of our social media.

[01:00:11] Who's got the skill for it. Somebody may be in charge of. But it's, whoever was standing next to it when they decided they needed that position filled, who's got an iPhone. Okay. I guess you're in charge of social media. And so that's that it feels like that's where I would fit as being the outsourced portion of their comms team.

[01:00:35]Okay. Yeah. So I'm excited for you to go through let's look at this. Let's see, Vern now, what what w what are the name? That's a good name. I also decided the best thing to do was pick real people that I'm working with since I'm already working with them. And I'll just sure.

[01:00:57] Yeah. If they, if that works 48 Singlish, w we won't dig into what that means. Director of local community program has been educated for many years in the word of her sorority. I ain't your dog named. Okay, cool. Wants us to be in more seriously, Seamus luxury. She can afford to pre pink.

[01:01:24] What is vanilla and entrepreneur?

[01:01:29] No Brunel runs her community program. Non-profit okay. Okay, cool. So this would be non-profit. Is that what you want to focus on nonprofits?

[01:01:49] Non-profits in me fits just nicely into to that sort of community focused they're nonprofits are generally community focused, but I felt like I didn't want to narrow myself down to just nonprofits or am I doing that opposite? Honestly, I think that we should test. I think that we should make an initial choice.

[01:02:11] Listen, this is a journey, but I think that we should make an initial choice between conscious business and like self-described conscious business and non-profit, and because they're very different avatars and then go after one of them first. So if you feel more aligned with nonprofit, then I think that might be the way to go first and then take it from there, unless you would rather do community.

[01:02:42]Like socially conscious businesses instead. I think you should choose one of those though. Cause I think the messaging would be too watered down. Okay. In which case then I would, my heart tells me to go for the community socially conscious businesses because it feels like I would have wider latitude to create the kind of videos and messaging that I would want to create, where it feels like a nonprofit would be a little more conservative with a lot of what they were doing.

[01:03:24] Okay. I'm sure I could convince a business to create a video that is just a little bit fun and crazy where a nonprofit may need something a little bit more conservative. Okay, sure. Yeah, we can try there.

[01:03:45]I hope community organizations or create marketing strategies. That makes sense.

[01:03:52] What do you think I'm going to say about that?

[01:04:00] Oh, another one of Matt's rhetorical teaching questions. That brings me back to grade school. It's like school. Listen, sister, Matt. That it's bland.

[01:04:11]Listen. Yeah, no, it's not it's this sort of a blandness. It just it's just not if you asked a let's just, because you could easily insert socially conscious business in there. If you inserted that in there, does a social conscious businesses want a marketing strategy? That makes sense.

[01:04:32]They would say, yeah, that makes sense. Sure. Yeah, of course. I don't want one that doesn't make sense, so sure. But that's not what really what they want. Like they probably want to make shitloads of money while making an impact in their community at the same time, change people's lives. And bill and grow our business at the same time. So probably as you go through the IPS piece of this, you're gonna, you're gonna find a little bit more life in that. Because as you like you answered it. Number three, what is the biggest problem in their business?

[01:05:08] Their biggest problem is sales. Yeah. Like they don't know, like they can't get enough sales to support. Like I've had I've worked with a number of social worked with and talked to a number of socially conscious businesses over my time. And I wonder sometimes just like the folks that are like, we get 50% of profits to like, blah, blah, blah.

[01:05:31] And I'm like, do you have any profits?

[01:05:33]I'm always like, how does that hurt? Like, how does that impact your margins? What, I, in fact, I may start doing some I just I just pitched like a $10,000 like creative thing to this coffee, this small coffee company who who gives 50% of its profits to farmers in Rwanda.

[01:05:54] And I'm like, that's great. And so as we were going through the process and I was questioning them about their revenue and stuff, I was like in trying to drill down on their numbers, I was like, so do I factor in this 50% of profits and, like into our equation of how much we can spend to acquire customers and stuff.

[01:06:12] And they were like, oh, I don't know. I don't know. They're great. They're great. Don't get me wrong. But anyway, long story short, that's what they need. Nobody can serve anybody without money. It's capitalism, so money, more social impact, more money. So you can make an even bigger social impact.

[01:06:34] And you're going to do that by telling stories about your social impact. And that may end up being part of your hook, right? Do about, once you figure out your unique mechanism, but your unique mechanism may be along those lines, right? Like you think that you need to, you have to, you should do some research on these people a little bit.

[01:06:53]You should do some research on Like what, the main ways that they try to. Move the social con, the socially conscious needle in their business are so like, like for example, I was going to spew out some stuff, but I don't want to say it because I don't really know for sure. But if they like sponsor, walk-a-thons like, instead of sponsoring the next walk-a-thon or putting a bunch of money into like donating a bunch of money to a political party or whatever it is that you're doing.

[01:07:20]What if you could directly go to people with your message, like you don't need other people. This is actually what I teach in my PR class. One of the core things I teach in my PR class that I teach in, I've been teaching it for years at Muellenberg college. And I teach what I call the PR love triangle, which is that we used to have to cause this is basically PR in some ways, although you're not going to frame it that way, but in order for companies to get their message out, they used to have to go through the media to get there.

[01:07:54] So for example, if they were doing something charitable, they would have to put out press releases and go through the media and they still do that. But what enough businesses, but what a bunch of businesses don't understand is that. They need is that they can go, like we have the tools now with the internet and ads and online video to be able to reach people directly with this messaging.

[01:08:19] So potentially if you can frame it around their core pain points, that might be the way to get around it, where it can basically say like my unique style of human gorilla storytelling will help you get an influx of socially conscious customers who will flock back to your business on autopilot for the next 20 years, because there'll be so emotionally engaged in your brand that they will buy from you instantly and forever.

[01:08:53]So that is a potential direction to go with it. Does that make sense? Yes. So is that something that I can deliver on let alone over deliver on no, my ass right now, I just gave up with that. I don't know. Listen, it doesn't have to be, I'm only responding to the words that your ass is saying,

[01:09:14]When I'm crafting that sort of statement, how much hyperbole is reasonable. It should never be hyperbole. It should always be true. So if you don't want to, yes, you can't. It may be slight hyperbole to say that they'll buy from you for the next 20 years because you don't have that proof.

[01:09:35] But at the same time, there's plenty of proof out there that people, that form extremely strong, deeper than transactional relationship with brands become lifelong customers. And if I felt that I could, okay, I understand what you're saying. Now. I thought that you were saying, can I deliver this gorilla video content?

[01:10:01] You're saying, can I deliver on the promise of lifelong customers? I don't think you should have any problem saying that whatsoever. No way, because that's just, there is research everywhere where you can talk about how. How brand relationships move mountains, how they increase lifetime value of customers, which is really the ultimate metric of people being customers forever.

[01:10:22] One of the great things about video and content is, and I think this is a great positioning statement that you can work with to Brad is just talking about lifetime value. As people become more like have more affinity to a brand more than I see thing I like features and benefits of thing, I buy thing.

[01:10:40] I go and do something else. Instead, if it's more I see things, I buy thing. I like company interesting company buy their thing, tell my friends, buy the thing again in six months, sign up for a subscription, buy it again every year. So like it's a different sort of relationship. And I don't think it's hyperbole at all to say that human storytelling that builds emotional bonds between consumer and brand can make has the potential to build a much more loyal, dedicated decades, long customer basis.

[01:11:16]I have no problem saying that whatsoever. All right. We'll see. Does that help you feel better? A little bit about it. 100% man. And you should say those things because they're true, Like I tell people all the time for this program, like this program is designed to get you $10,000 per month, creating video content. I feel 100% aligned with that hundred percent. Does it mean you're definitely going to get there and the next six weeks, I don't know. There's a lot of factors. What if you're really, like you're going to get, you're going to get sales figured out, you're going to get your funnels.

[01:11:50] There's a lot of factors, but you can 100% do it. And you will. During the course of the time that we're working together. So like it's obvious, I feel 100% confident in that I can, in fact I would feel confident up to $50,000 a month saying that easily because all the systems that I'm teaching you are scalable.

[01:12:13] So it's just about, and again, it's not about we'll, it's about can because you can't control everything. It's listen, I will create a specific type of video content that has the potential to, to build lifelong rabid customers that will increase that, that could increase your scales 10 X if applied correctly to your marketing strategy, if that's what you want to do.

[01:12:42]But hopefully this is all providing me a little bit of clarity, at least. Yeah. Yeah. I feel more clear. And I bounced around like this last week because I signed up to, to create product videos. You can still do by the way, which I can still do want me to hoodwink anybody there. I just wanted to give you more freedom.

[01:13:04]Exactly. You're willing to me with extra freedom and some now I'm like, fuck what what do I do? Cause now I have to actually think about what I really want to do. And because I thought the video product videos was something I could do. Yep. I can do that. And now it's a matter what I really want to do.

[01:13:22] And I feel a little bit unanchored because it's like that blank page where you can do anything you want. Okay. Right now, like now I have to start from scratch mentally figuring out what is it I actually want to do? And yeah, I'm just rambling. Sorry, Brad. I'm taking up your time with my imposter syndrome.

[01:13:44] Fear of fuck. No, but that's coming. That's good because you're going to go further in your business. You're going to go further in your business that way. You don't want to just create something that somebody else created necessarily you can, if you end up coming around to that's great. I can help you build whatever business you want, make it huge, but let's make it uniquely Tyrone, uniquely Lorenzo, uniquely Brad, and then start there so that your heart's in it, because I don't want you to give up in a year.

[01:14:20] Like we're going to figure it out and pivot. And and what I would say, this is actually a good, I'm glad this came up. Just to be clear, you're not making a big decision right now. Do not treat this like a big decision. You could pivot on a dime. If it doesn't work, like the marketing's not resonating, you don't feel aligned with it.

[01:14:40] You get on some phone calls with people and you're like, oh, we can change it completely. There is no. Do you know of any I've pivoted my business so many times I started as a Facebook ads agency because I went to a program for that. I moved to being like a YouTube ads agency. Then I changed to trying e-commerce like I've pivoted my business so many times to figure it out.

[01:15:05] And if there's one thing that's true about life as well, and you guys are super awesome for taking the leap to be in this program. It's just, you just have to go. Like just it's not like I get hit with this fork in the road. And then I'm like I better sit here at this fork and just contemplate both sides.

[01:15:24] So if I go down that path or if I go down that I have found that I've had the most success in my life when I've just gone down a, gone down path a and ran, and then the lions showed up and you're like, fuck. And then you turn around and then you go over to you go over to path B it's much easier.

[01:15:42]Cause you don't know if the lion's there. So you might as well run and see if the lines there.

[01:15:49] Yeah. So you don't, so this is not like a life-changing huge decision. And it'll, it will almost definitely change and evolve over time, but we have to start somewhere. It took me a long time for this program to exist. This feels like the perfect program for me to run. I love it. It's perfect for me and for who I can help and everything, but this program was not perfect.

[01:16:16] It wasn't in my, it hasn't been in my mind forever. It hasn't, I've never really, I've always had a imposter syndrome block around who I can best help. Because I can do many things. Like I can help a lot of different types of people and. What is it specific with video that could help? And I've tried all sorts of stuff over time and had all sorts of things.

[01:16:38] And this just dawned on me one day and I felt so aligned with it that I went like a million percent towards it. I got, you guys are in the program and I'm like, oh, okay. People want it. I can deliver. It's oh, perfect. Let's go change lives right now. Boom. We got it. It wasn't necessarily going from point a to point B.

[01:16:58] It's like point a to Z to R to F to J. And I'll tell you what I have a coach now and it's been life-changing for me to be able to make that line straighter, like to be able to, it takes me, it's taken me way less time, energy, and money to be able to figure out like where I'm going next. And so you guys are in a really good spot, so I just want you all to try something now, and I'm gonna work with you to evolve it over time, because you won't know until you test it.

[01:17:35] Yeah. And it wa and I do appreciate this. I'm not trying to blow smoke, but I feel like I have, I've collected all of these different skills. And I'm really serviceable at video. And I'm very serviceable at at editing. I know that I'm not going to win an academy award for my skills, but I can film, I can edit and I can make really good content.

[01:18:00] And I understand the principles of marketing and how to get things to happen. And so I found myself in this spot where I'm like, I feel like I've got everything I need, but I don't know how to put all these things together. I watch friends who deal with non-profits like Brunel, Brunel is in the nonprofit world.

[01:18:23] And she has said, oh my God, I look at your video. She sees my videos and then sees the videos that other nonprofits are purchasing. And some of that stuff is garbage. There's no reason why you shouldn't be really knocking it out the park with these organizations, and I'm like, all right, but I, yeah here you are here.

[01:18:47] You are. It's time. It's time to knock it out of the park. You got to start somewhere. A lot of people like my YouTube channel and I get a lot of comments. That's like more subscribers and I'm like, dude, I just started in like February building my YouTube channel, like settle down, but it's cool.

[01:19:02] It's nice to hear, but it doesn't mean that like you got it from like day one or anything like that. How are you doing Lorenzo? You like, you're sucking all this in. Yes, I am. I can relate in so many different ways. Good, awesome. Okay. Anything else on your mind Tiber?

[01:19:22]No, not on my mind. I got it off my back. I'm ready? Yeah. This is good. Just start journaling about all of these pieces and then going through going through the the week two stuff the beginning of week two stuff where there's some very specific exercises to go through around positioning.

[01:19:42] That'll be great. And then you'll pretty much be ready to start testing. So how many more I need to go back and do more of the avatar work. I don't know what you've consumed. Have you watched all the, have you watched all the new stuff in week? I've watched how much loose stuff is in week one. I went back to watch that one new video.

[01:20:06] So yeah, I guess there actually is.

[01:20:14] I will rewatch week one. Okay. Picking your niche.

[01:20:22] Oh yeah. Okay. So the intro is new. So I would go back and watch the intro to get framework picking your niche is new and the week one recap and next steps is new. The problem solution and the persona exercise are it's the same video, but there's just a different beginning on it because I didn't feel the need to reteach that for this because I already did it.

[01:20:47] It's just more don't do this for clients. Do figure out how to do it for yourself first and then going in and watching, oh, wow. Look at this. The intro two week two is 14 minutes long. So clearly I dropped some gold in there. So go on in and watch that. And then watch the positioning and then do the repositioning worksheet.

[01:21:06] That's going to be huge. Okay. The repositioning worksheet is designed to take you through a thought experiment as you go through it. It's a progression, it's almost like doing your taxes. You know how, when you do your taxes, Put a one here and a one here and a one here now, add up everything from lines, H and J and you'll, so it's kinda it's kinda like that it builds off of itself as it goes.

[01:21:28] Okay. Good work, Brad. Hey this has been great. I've just I definitely have some overlap with a lot of what they said as far as the type of people they want to work with and some of those values, for sure. But so the thing that I really thought of this week was, I'm drawn to the food business, that's my background, that's where I cut my teeth, but the reason I'm drawn to the plant-based thing is because really it saved my life. I had a heart attack at 40 years old. I was 280 pounds. I had been running a restaurant with a lot of stress, living a not so great lifestyle, eating everything, drinking too much, all that shit.

[01:22:12] And so after I got out of the hospital, I went on a plant-based diet. I did and has changed my life. I've completely reversed all the bad stuff. And it's been a journey, it was like, so that's why I'm drawn to it. Cause I feel like there's a big movement going on. And I think for a lot of people, it's about prevention, of not going down the path that I went.

[01:22:37]I think some people's bodies are, have, are genetically made up to handle the standard American diet a little bit better than others. But there's, there are definitely ways to avoid it all together just by avoiding certain foods in your life, or at least increasing the probability, greatly.

[01:22:54] So I would love to be involved in businesses that are making that more available and more mainstream for a wider audience, for people's own personal health, as well as the health of the environment. I think there's those two fundamental reasons. And and because I can really connect with it strongly I think it's a growing market.

[01:23:15] I think like it's, I think it's just going to keep, I think it's supposed to grow I don't know how many fold over the next seven years, but it's crazy. I think there's going to be a lot of opportunities, so that's kinda like my and there's more of my story. It actually, there's some drama in there.

[01:23:30] So like when it comes to having that empathy, I think I'll share some of that. I think that story will connect with these business owners, because I think a lot of them probably got into this for similar reasons too. Cause they, they had their own health. It transformed with these changes too.

[01:23:48]So yeah, that's the why and what I'm drawn to. And so I was able to flesh that out this week. And so I think now it's just a matter of thinking through their problems and their pains and what I can do for them specifically what some of the solutions are. And then also narrowing it down, like what types of, because obviously there's the big mega companies, like you mentioned impossible foods beyond meat gardening, and then there's the mom and pops and the people who are starting out of their garage.

[01:24:17] There's also people who do catering and people who do meal delivery on a local basis that might, look at doing something like this as well. And there's maybe restaurants who are adding this to their menu offering and want to do some promotion around that too. And I have a background working with restaurants, obviously.

[01:24:36]Yeah the problem with them is just budget and I'm not as drawn to working with them as much because they're so busy and sometimes hard to work with. That, that could change too with the right one. So I think I just need to think about what's that criteria for the, is it people who've been in business for two to four years?

[01:24:54]They're not total start-up. They've uh, they've got something going maybe 25 to 50,000 a month in revenue, something decent enough to where they've got a marketing budget, but because I think if they, because a lot of them are probably just trying to get acquired, I think that's a lot of the exit strategy for a lot of these people.

[01:25:12]But so I want to get to them before that stage. Cause I don't, I feel like I want to work with mom and pops in and not so much corporate, big mega companies. And I think a lot of them eventually do get bought out by the bigger brands. So I just need to think about, so I think I need to do some research and since I haven't worked, I don't have any, all my clients are in different markets, so I don't have the Vernal on this, in this niche, so yeah, so that's so anyways, I'm curious to know what your thoughts are on that I, as a potential market and where you get what you think I need to focus on right now to get this moving forward. So you've gone through all my comments on your stuff, right? How have we talked about how it's more like plant-based food businesses.

[01:26:05] Yes. Yeah. And I totally agree with that. I think when I said entrepreneurs, I was, yeah, that was in terms of entrepreneurs, but what's funny is like not everybody thinks of themselves as an entrepreneur. Yeah. And, one of the reasons I'm, I might've even said that was because I was thinking I could include even like vegan leather, alternative products too.

[01:26:26] Like I was, and I really well, yeah, you may end up there, like you, you may end up deciding that plant-based food team seems too small and that you want expand it out to vegan lifestyle or plant-based lifestyle, or there's going to be, may end up being just like healthy lifestyle. Yeah. There's coaches in the space.

[01:26:50] There's course, course providers, there's so many different and and I have experienced with the info product in the membership space. That's where a lot of my clients are now. But anyway, but I don't think that's, as that's as big, there's live events, there's trade shows, there's all kinds of stuff going on in this space.

[01:27:06] It's really good. But yeah. Anyways, but yeah, but it's all about making, like you said, it's all about making those decisions and going down a path and that's, I'm all about that right now, because I've learned the same thing. It's just make a decision that the fork in the road and then sprint and then pivot later, so I'm all about narrowing it down as much as I need to. And running with it. Good. Yeah. I think that's about as narrow as we want to go for the first test is plant-based food businesses and you do want go the product video route, right? Yeah, I think so. Because I think so that narrows it down even more.

[01:27:40] And I think we're in about as narrow as we want to be at this point. Yeah. And you may find out you need to expand that a bit, but it might be a good, like early shot. Yeah. Oh, what's Lorenzo saying I'm going to oh yeah. Yeah. I can talk to you. I can talk to you about it.

[01:27:56] Like I did it six years ago. No, it's maybe going on seven now and it's pretty cool. And just to, I'd love to, here's the deal. Like I, I did it with a gun to my head. So I know that's the hard thing. It's hard. Yeah. And then, but then I also got more strict through the years because I made a lot of progress.

[01:28:15] Then I hit a wall and I was still having issues. Like I was still, my blood pressure was still too high. I had done a lot of damage to my endothelium, the lining of your arteries. And so it took, but fi it's taken years for me to reverse like the high blood pressure. Like it's finally just come down to one 10 over 70.

[01:28:33]Mine was really high for a long time. And I had, and to the point where my doctors were like, I think you've got permanent kidney damage and that's, what's causing it to be as bad as it is. And I went through some really rough times of thinking there was no way I was ever going to reverse this and, but anyways, I just stuck to it.

[01:28:52] I found a doctor, his name is Caldwell Esselstyn. He's actually in the movie forks over knives. He's one of the doctors in there watch that to me. It's definitely worth watching. That's the movie that started it all for me. And he is actually at the Cleveland clinic. And he was part of what's called the China study.

[01:29:13] And but he took people who were on their deathbed, in their sixties, seventies, eighties to the doctors are like you need multiple bypass or you're going to die. And he put them on this diet and not only avoided having to get stents or bypasses, but reversed it to where they live normal, healthy lives into their nineties.

[01:29:32] And and it's all documented clinical research. And, and it's a really strict diet. So that was a later evolution of what I went through. So like first it was just about cutting out meat and dairy and all that stuff. But so anyways, obviously I can talk about this stuff all day long, which is why I would need to be serving these types of people, because this is where my passion is.

[01:29:53] For sure. And for me, you said something earlier, you said to Tyrone, the shine rubbed off, your work, the shine rubbed off media buying for me because I've been working with the wrong types of clients, but if I can find the right clients in the right market, I love writing ads and running ads and that kind of thing.

[01:30:12]Okay. So that's, and so it could be another piece of the puzzle, like I was talking about earlier as far as the strategy, but let me see if I made some other notes while everybody else was talking. That was really

[01:30:23]Yeah, that was really, those are the main points that I had written down there, but yeah, so now that's good. So now you may find that the general pain points are good enough since the market is niche enough. I think that one of the things that we were talking about is that I was mentioning, I think was, oh, I sent you a video.

[01:30:44] Didn't I? Yeah. So I think one of the things I mentioned in that video was, if we're going to delineate between e-commerce ish food businesses, or like selling things in grocery stores type deals for both, or like whatever that's going to mean, I'm thinking maybe the life cycle or the journey, these people are on may start with, they're hustling, they're making, oh, this is the one thing I wanted to talk about.

[01:31:11] They're making it themselves. They've got their own kitchens, whatever. And maybe they're leasing out kitchen space and producing it, but they're trying to upgrade to a co-packer or they're trying to get a better co-packer to get them better products. So they're going to go through those growing pains.

[01:31:27] And so they may be direct to consumer. They may be local. They may be giving out samples at the local Costco to drive sales, but they're trying to get that retail distribution, or they're trying to increase their scale online and get their costs down. So I feel like it's going to have something to do with those growing pains and breaking through whatever plateau they're there on just watching shark tank and shows like that.

[01:31:51] That seems to be like all the food businesses seem to have those types of issues, They're at one of those places, like they've already started getting distribution and then it's about sell through. So they need to be doing the marketing in the locales where they're in stores to support their brand.

[01:32:08]Because like you said, it's super competitive, not only against the other plant-based companies, but then they're trying to get market share against as an alternative to traditional meat and dairy. And yeah, so I think I've got to do some good hefty research and maybe even interview a few people if I can get a few people on phone calls and I've got a if you can

[01:32:31] if you yeah, you need to create like a little sauna list for you guys. Coaching. Let's see,

[01:32:45] I'll just make a note for now, but we need to get this sorted. I have a friend who she was on shark tank for dollop gourmet and it's a vegan. Was it vegan frosting? Yeah, I think it was vegan frosting and she sold that company. But I can almost guarantee she would be willing to do a chat with you to give you insight on what that was like.

[01:33:09] She sold it, but she's very her name is Heather staffer. I think that's, that's the journey. A lot of them really want to go on is they're going to sell it or get acquired at some point. Cause it's, I'm sure a lot of them don't turn into conglomerates because it gets, they get to a point where the business is all about dealing with the big box stores.

[01:33:33] And then that's probably when it isn't as fun anymore, yeah. I feel like a lot of these people are going to be like me they're hustlers and they have an idea and they can take it to a certain point, but then they need to sell it to somebody else. Then maybe go start something else. Yes.

[01:33:49] Yup. Yup. Yeah. I doubt Heather even sold that company for very much. But she did start it in she started it in her little, some little bakery in Rochester, New York that she had and took it all the way to shark tank. She was on cupcake wars, which is like a food network show and then she got on and then yeah.

[01:34:09] And then she ended up selling it. But yeah I'll put you in touch with her. But yeah, I think for you. And this goes for a lot of you, like seriously don't wait, just go, do the, go through the intro in week two and the positioning exercise and the positioning worksheet.

[01:34:24] And after you do that work, you're ready to start testing and trying to get clients maybe it won't work at the beginning, but that just means we need to refine the marketing and stuff. Like the way that I had it structured before there's no limit on how fast you can grow in this program.

[01:34:40]So it's really, it's up to you and do not forget to use the group, like use the shit out of it, even if you're like having a bad day or you just want to tell me about some mindset thing. Let's talk about it in the group. Like we all go through these days. Oh yeah. Things happen. I had five no-show sales calls yesterday and that's normal, but it was bad for my mindset.

[01:35:03] And I was like, and I went to my coach and he was like, shut the fuck up, Matt. You're doing amazing. You're fantastic. Settle down. And I'm like, okay, this is the thing. Everybody needs a coach because you can not see the forest through the trees. You just cannot like, I'm so much better at coaching other people than coaching myself.

[01:35:25] It's ridiculous. Yeah. I'm way better at helping other people, their marketing than I am doing my own marketing that's for sure. Same. And so that, and that's why I'm, that's why I'm here. And I've had some dips lately because when I got into my call with you, I had a few clients, I lost my biggest client recently, and this is a client that was spending 30,000 a month in ads.

[01:35:44] Now this is what my biggest media buying account that I've had. And we've had a lot of success, but I had a partner with that and that all went sideways. And so it wasn't because it wasn't working. It was because the situation changed. But, and that, that sucked. Cause that was a, that was like 60% of my income.

[01:36:03] So I've definitely been in a it I've had that stress and you're like, I feel it physically, like I don't, it'll affect my energy. But then I like when I've had some clarity this week, thinking about who I want to work with, I've I've, I'll pop up and have a lot more energy. So the last couple of days, since I've worked through some of this and I've got this focus.

[01:36:23] It's it helps me on so many levels. So I'm ready to sprint on this for sure. You're in great. You're in great shape. And one of the big things that I have learned when I'm when you're in these situations is cause I've been there too where you're at is, did just remember that every business is dead without a sales pipeline.

[01:36:49]There is literally nothing more important in your business than getting on sales calls and closing deals because you have no business. If you're not serving anybody, there is nothing more important. So when you're thinking about the the ways that you're spending your time during the course of the day at work really think about, should I be spending my time on this?

[01:37:19]And just cut out the things that don't generate revenue for your business. Cut it out. Yeah. It's a tough thing to hear. And there will be other times in your life and in your business where you can, where your focus will be different and et cetera, et cetera. But. There's nothing more important than like knowing where each of you are at, in your business right now, there's nothing more important in your business right now, then building your sales pipeline.

[01:37:51] So anything that isn't related to that get rid of it? Yeah. What'd you say? I get way too in the weeds with fulfillment. Yeah, we all do. Don't worry. We all do. We all do it happens and I can feel it. I it's I know it in my gut because I haven't had that pipeline. And and it's, and now it's cost me.

[01:38:13] Cause I don't have that client to replace this one with, I don't have the leads and the leads that I have had here recently. They're not the right fit at all. And but it's okay. Like I've okay, I'm not going to think about those anymore. I'm not going to worry about it. I'm just going to focus on this and hopefully within a few weeks we'll have some new leads coming in and we'll be moving forward.

[01:38:34] So yeah. Focus is important. The human brain is scientifically incapable of multitasking. Yeah. Yeah. When you're talking about, when you're talking about journaling earlier, the thing that's worked for me is I'll do a 10 minute. Like when I landed on plant based food businesses. When I had that light bulb moment, I did a 10 minute free write with a timer.

[01:38:59]I've got one of those old school timers with the other, on my desk, like this. Yeah. And I set it for 10 minutes and I don't let the pen leave the paper and I like, and it's just, it's just a bunch of garbage and then it'll be, you'll have these great moments.

[01:39:14] And then I take a break and then I'll come back and try to, and I'll set the timer again and I'll try to write something a little bit more focused, like accomplish something specific, but you get all that garbage out of your brain. You get your brain moving. So I think it was a guy named ed Dale that I learned that from him easily, the add skills thing, because that's the other kind of mastermind that I'm in is the media buying community and skills where I first found you actually.

[01:39:39] Yeah. There's been some good resources in there, but yeah. So that's big. That's big for me, but yeah. The other one, if anybody wants to try one is just literally just right. You could just take a page, you could just write a page, just be like, I'm just going to write one page and that's it. It doesn't have to be, I just give the only rule is I can't stop before I filled the page.

[01:40:02] That's the only one. Same thing one too. I'm actually very big on this in general, from a mindset standpoint, having volume-based goals instead of KPI based goals, I generally find that leads to success. Just trying to like, yeah. Cause you can control that. Yeah. You can control whether you write a full page, you can't control whether or not the idea comes out of you, but if you fill up enough pages, the idea will come out of you.

[01:40:32]Like I remember when I was a, I was consulting at Babel. I don't know if you guys know Babel, it's a language learning app. Yeah. They brought me into basically rebuild their video program, their social video program. And I that was one of the things that I was really clear on them.

[01:40:47] I was, I said, volume-based goals. Like you must make a video a day, you must. And because they were making like one video every week and a half or something like that, but they were paying two full-time video producers and like all this stuff. And yeah, I was like one video a week where you go and they it grew their Instagram a thousand percent in 60 days and it's just just show up and make and use the hero system, but just show up.

[01:41:18] Yeah. But yeah, volume-based goals like, yeah, for sure. Okay. One other quick question. So when we get to the point of setting up the funnel and running the, the ads on Facebook, which I'm all about, and I've done some, I've done some obviously for clients, but haven't done it as much for myself, but do you run yours from a, like you said, a public profile page with your name, or do you run guide social ads, which ones, which do you think work better in which, what would you recommend for me?

[01:41:46] Yeah. Yeah. And I actually do go over that in the training. Okay. So it's interesting that you mentioned that personally you will probably have better results from a personal page.

[01:42:00]I do use guide social to run ads, but that's just because we have a lot of products, so like I run my coaching ads from mine. But I would have better results if I ran video agency ads for mine, probably. Okay. Because it's just CPMs are a little bit lower, I think, with the personal because I have clients.

[01:42:24] Traffic with both accounts and test them side by side. And we usually get lower CPMs on the personal pages organic. And it's just generally, cause like we have to remember that when we're marketing our services, we're marketing to other human beings and people like that connection rather than especially when it's cold, like it's rather than like I'm connecting with a company it's I'm connecting with a human.

[01:42:47] Yeah. So then the landing, so the landing page that I would send them to at that point probably makes sense to just get something as close to my name as possible or like a brand that's associated with my name for the domain. Because I care less about that. Yeah. Okay. Yeah. It's more about, it's more about, yeah.

[01:43:08] Like it's honestly more about what the picture like the profile picture is more than anything else, to be honest. Yeah. Yeah. When it comes down and listen I have not been super like, oh, like Facebook ads, this Facebook ads that, but like I've recently been turned around. I've been running it for years and I'm actually more bullish on it now than I was back when I was really like running millions of dollars every month and ads like.

[01:43:38] It's just I don't love it for e-commerce really, but but man, like if, if you use the basic, the problem is there's a lot of focus on tactics and there's not a lot of focus on marketing fundamentals, which is one of the things that I've been working on a lot, like to get back in my head, because like we get shoved.

[01:43:59]So many tactics get shoved down our throat oh, this, that at the end of the day, like one great message is all you need. And Facebook is just the best. It's still just the best at finding the like good quality traffic. Yeah. They've got the best data scientists for sure. And they'll overcome that.

[01:44:17] That's the only thing I also love YouTube. It's just harder to crack totally. Which you may find Lorenzo, if you haven't tried it and you want to try it. I love YouTube though. I love it. It's just the creative is the most important thing in a YouTube ad and it's just it takes some work, to like nail, like to truly nail down a con a high converting YouTube ad, which isn't to say you shouldn't do it because you do get lower CPMs and you tend to, if you're marketing to the right people and you will find these people like life coaches are all over YouTube It'll be a really good match because you'll get people with high intent.

[01:44:52]That's the magic of Google because people are searching for your stuff instead of interruption marketing, but yeah. Yeah. Like Tom breeze teaches that Google is like going to a library and Facebook is like going to a bar, so like at FA people have that intent searching, but the challenge with YouTube and Google is the placements.

[01:45:15]Because you've got to actually, you've got to work through the placements to make sure you get the right match Facebook. It's just pretty, it's automatic. There's actually not that much scalability in placements. But that, we can talk about that another time. Yeah. The best because yeah, ad advertising on specific YouTube videos, doesn't have a ton of scalability.

[01:45:35] However, with the news that I posted in the group this past week, that actually might change a bit because now you can advertise on millions more videos that you could, there's so many more ads popping up on when I'm watching YouTube videos now. So they're obviously the, you're still the best on YouTube, but yeah, like it's changing a bit it's a, it's tough to crack though.

[01:45:58] It's a tough nut to crack. I will say it's a tough, it's a tough nut to crack. I'm going to be launching them again for this program soon. I'll keep you guys up on insights. I have. I have on those things. Cause there's a lot of potential there for sure. Yeah. I think the trough, like you talked about, I watched your videos on this, but the trough you mentioned when you start, the ads is probably a little deeper on YouTube.

[01:46:20]It takes a little longer to get it profitable, but once you do it can scale bigger and get lower costs. We can just potentially have there's less competition and there's better. Yeah. More intent, theoretically. Yeah, but yeah, it's just, it's just a work in progress.

[01:46:36]But yeah, remember keep working when we're not on these calls, like you got all this time, I'm always there in the group. I think I've showed you. I respond hella fast. I'm all about it. I'm all I'm on top of it. So don't feel like this is your only opportunity during the week.

[01:46:54]I'm always there. Yeah. This is a great program. You're doing a good job, Matt early. Appreciate it. Thanks. Yeah. And I know we went long today, but honestly, like I'm never going to be in a rush on these calls. So if you're, if y'all are done, just tell me when you're done, I'm just here for you.

[01:47:11] Yeah. That's what you do. I'm here, but I think we're good. Any remaining questions out there? I think it still sounds like there's a lot of I'm really excited for you guys to dig into the positioning because you're going to have some like aha moments. And that is, that's the, like that locks in your frame, which is great.

[01:47:30] Nobody does this by the way. I've never had a client. That's done it. I've done it for clients, but I've never had a client that's done work like this everybody's positioning sucks. Yeah. It does like a loss. I loved your definition of it. It's a message market match because when you're asking us what is positioning?

[01:47:48] Yeah. Like my thought was, it's what you do before they land on your page or land or interact with you. It's what you've done out in the market before they actually see you or like the very beginning. But that message market matches. That's a great way to put it. No, it's everything. It's everything.

[01:48:10] Another great book that's worth reading is the purple cow by Seth Godin. And he talks about how, if you're not unique, you're dead basically. But one of the only reason I bring it up in this context is because he talks about how. The reason that is true, that works is because the marketing is built into the core business from day one.

[01:48:35] Like it is marketing, like the whole essence of what the product is marketing. Just like you don't have to market a purple cow because it's just fricking purple cow, like it markets itself. And that's the idea here is that you, you create by doing this positioning work and by starting at the beginning with what kind of business do I want to build, you're responding to a market need and becoming unique at the same time.

[01:49:04] So you get to build a business that's inherently innovative and inherently unique because you're creating it with the marketing messaging in mind from day one. And that's where most businesses fail because they say, and why most entrepreneurs suck at marketing because they didn't start it to market.

[01:49:24] They started it. They were like, ah, I want to make toy robots. And then they just, they're like, I'm going to build a business building toy robots. Cause I really liked building toy robots. But like without the marketing built, like if the marketing's built in from day one you have a better chance of being a successful business because you've defined the market needs.

[01:49:45] You've defined what else is in the market and how you can be completely different than that in your positioning. And that is not just blowing smoke out from whatever, because you're actually going to do it. Like Tyrone telling me all this gorilla filmmaking stuff, like if he decides that he wants to make videos like that for these businesses, he gets to put that in the marketing and it's the fulfillment and it's a unique mechanism and it's all one purple cow, so that's why it's, that's why it's an interesting, it's interesting to come at it this way in a program like this, because you come in with a blank slate enough where we can build something that can, is truly unique and scalable. Now we just need to, we just need to tweak and refine it. But it also goes with a core thing.

[01:50:39] And my coach says this all the time, people are drawn to new opportunities. They don't want to get fixed. They don't want to they don't want to improve. They want a new opera, like a completely new, fresh opportunity. Like that is one that's what people want to buy. So what I'm trying to do with you guys through these exercises is creating a fresh opportunity for your target.

[01:51:06] And that's what I'm still trying to figure out. So it's I've just figured out the niche, and then I'm niche or niche. And then I'm I need to figure out what that special sauce is for me. And I think it might have something to do with a certain kind of media buying strategy with the video that I can apply to what they're doing, but I'm going to give that a lot of thought, oh, I had an idea for a hook and then I can let you guys go.

[01:51:31]I just had this idea, like plant-based marketing is all about like health and lifestyle. So you don't see plant-based food commercials and stuff. I rarely see them at all, but you don't see plant-based marketing around that. That looked like burger king commercials, where you have like sexy, floppy pieces of meat that will let your, you just want to eat this plant-based stuff is delicious.

[01:52:03] Why don't we make mouthwatering plant food videos? I can do like an Austin Paul style, flaming burger as like a real, yeah. Why aren't people making vegan food sexy? Some of that stuff's delicious, impossible burgers are delicious. I love beyond burgers. Love burgers. Yeah. I can't even eat that stuff cause I don't eat oil or I re I restrict even further than that, but that's like a cheat meal for me is like an impossible burger, but no, I'm all about me.

[01:52:33] I'm all about doing food styling and that level of work with the videos. I was just throwing it out there. Cause I was just thinking about how it's unique. You could, because you could probably put together a whole little VSL on basically the structure of a plant-based food video that sells because like I have actually found during my entire career that socially conscious messaging does not sell really like people.

[01:53:04] Like I, I remember at business insider, I used to be one of the main like deciders of what stories get done and not, and every time people would pitch something that was like, Envir like this is the most, this is the greenest blank ever. Like people don't give a shit, like nobody will click. And I feel like that could be a plant-based marketing problem too.

[01:53:25]They're just not talking enough about what people really want in food, which is something that tastes delicious and doesn't make me feel guilty. Totally. Yeah. That's right. The second that's the secondary benefit it has to take. I think I'm going to build this business and compete against you. I love this.

[01:53:41] Why don't we do it together? That's what we're doing. That's what we're going to do instead. I love that. That's great. Yeah. I need to do some research and see, but yeah, that's what I have seen. And I used to run now this food and we were very vegan niche. Like a lot of our audience was vegan.

[01:53:56] I never came across that stuff either. Like all the marketing for these it's like B roll of like farms and shit, oh oh, help the nature. The animals are alive and not dead. Like all that stuff. But does that really make people want to buy any your food?

[01:54:12]Like that's maybe too much of a decision. Like you want to get people to think impulsively. To act impulsively. Like I talk about this all the time, about how your marketing and your messaging and the headlines you were writing, all of this stuff, it needs to cut to the heart, not the brain.

[01:54:28] You have to skip over the analytical mind and go to the language of the body, which is like the language of like your other senses, which is like hot, like touch, taste, smell, right? Yeah. So that's better, right? Wouldn't you like to eat these, eat this burger. That was actually not a burger. You don't have no animals were killed while you were eating this.

[01:54:53] And it's so good for your heart. And I'm like interesting. And then it's wouldn't you like to eat this burger? Doesn't look mouthwatering, look at the cheese drip off. Wow. Look at it. Soaked on the grill. It looks delicious. Are you hungry? Do you want to eat it? Yes. I want to eat it. Guess what?

[01:55:12] There's no meat. I can't wait to eat. So it's it's a toy. It's the same product. Completely different marketing, but much more attractive, right? Yeah. Totally. I think there's something there, if you can find a big enough niche. Yeah. And then like part of it is like the meat alternative section of it.

[01:55:33] And then a a lot of foods are just plant-based, that's just what they are. Yeah. So that's part of the market too. So there's the alternative side. So I'll have to dig into what I'm focusing on but know that it's all come a long ways in the past few years. It's very, there's no problem with flavor and texture.

[01:55:50] It's all good stuff. Yeah. That's awesome. Lorenzo, would the vegan YouTube channel you should do that. That'd be fun. Totally. Yeah. I, and just to add to what you guys are saying, there's definitely a niche for it because I mean like me personally, I'm assuming guy, but it doesn't change the fact that I still want to eat healthy because I know me, you don't eat tells you, you see your lifespan, so there's definitely a niche for it.

[01:56:16]And there's, thank you, send yours a lot, a hundred and commune for it. But I think personally, I see when it comes on to going plant based, is that most versus the food is boring. Yeah. Yeah. So if you can, you know what, you're not looking what, if you can, like it would be boring.

[01:56:36] Yeah. Yeah. Totally. That's my mission because I want more people to have that light bulb go off where it's oh, it doesn't have to be crappy bland food. I can actually eat great food all the time and be doing this. And be helping themselves long-term in the process.

[01:56:54] And well, and one, one interesting statistic too, is 90% of plant-based food purchases come from meat eaters. So it's so most of them, most of the, yeah, most of the market are people who are just eating it as a small percentage of their diet. So there's that crossover. So the only 10% of the market are a hundred percent are vegans.

[01:57:19] Really? Yeah. So you're really marketing to meat eaters. And so it's got to do what Matt is saying. It's got to look sexy. It's got to look good. There you go. There's your VSL. And then there's your hook? Did you know that 90% of the plant-based food market is actually rabid meat eaters?

[01:57:37] So why are we marketing to them? Like we're marketing some sort of charity, you should be marketing. You should be making food videos because nobody wants to be told you'll develop a taste for that. Or you'll get used to that. Exactly. Only people who are getting out of the hospital. Like I was, it's like you've got their attention, but that's a tiny market.

[01:58:00]And then you can partner with Tyrone and do these do like a, do some ads where you go guerrilla style in the streets. And you're like, try this. Did you know, that was made of plants, stuff like that, man. I'm man on the street. I love the man on the streets, man, on the street meat.

[01:58:17] That's the name of the, that's the name of the series?

[01:58:26] I love that. I love that. Let's actually, it's all for going together on this. I didn't do it. I'm definitely thinking that once we get a few more people in this program, we're going to have some sort of get together, then I'll plan at some point. So yeah, we got to get everybody into a room for sure.

[01:58:43] So we can take some good video. Yeah. That'd be awesome for that. Yeah. I think that would be super fun. Yeah. Is there anything else y'all wanted to go over? I think that's it for me. I have a few other questions, but I don't want to jump ahead. I'm pretty sure. As the course progressed you, I can ask you this question.

[01:59:01] It's totally up to you. If you want to ask them I'm here. Yeah. One question that do you take on whatever you're choosing a niche. Do you look at the lifetime value of the customer? Like the price point in terms of acquisition, POM, would you all, as far as who you work with? Like how much they will pay?

[01:59:22] Yeah, I do. It's just that I don't want you to think too much about it at this stage, because here's here's the. Yes you might run into that and we may need to tweak based on that. But I have found that most of the issues that people have when they're underpaid for their work is more of a sales and marketing positioning issue than it is like a niche issue.

[01:59:47]Like I think in some cases it might be true. Like for example, Brad brings up restaurant owners and I think that it's just like the nature of restaurant owners to be like very busy, like every day at 4:00 PM things get fucking crazy. And then it's like, how am I supposed to run the rest of my business?

[02:00:03] So I get that. But I think in general, like one of the things that I hear a lot from video folks is that they take the gigs that come to them. And so obviously they're not making a lot of money doing those things. And secondly, the sales process, like going through the thing that I spent that time with Brad last last week, going through establishes you as the expert and establishes your value.

[02:00:26]It's not as, it's less of a surprise, when you pitch them a higher price. And then so anyway, I just don't think it's something that you should think about at this stage because it's based on a lot of limiting beliefs. Usually if we validate that yeah, these people are cheap passes, they will never pay your price then.

[02:00:44] Great. Because we only want people that will pay high ticket prices for our videos. But first, let's try to get this sorted out. Cause it's a sales issue, there are definitely life coaches who will spend a lot of money on videos. I'm sure for sure. Yeah. And depending on what you're offering the Renzo, if it's video ads specifically, you can very easily, you can even, you can make the ROI the ROI argument even easier, because you could just, listen, not only am I going to make this video for you, but I'm going to be blasting it out to your target market and trying to drive conversions.

[02:01:19] So you should make this, like basically I'm selling you money, it's so yeah. Yeah, because if they're spending money on, if they're doing media buys and they're spending. 5,000 a month or 10,000 a month on ads, which, who knows what the number is a good video ad could double their ROI, so that same 10,000 now gets them twice as many leads just because the creative is better.

[02:01:48] So you definitely will find coaches that are already spending money on ads. That's where you start. And then the ROI is pretty easy because that's probably why I got into this is because I'm running ads for clients and they all need video help. And because their ads are costing too much, they need better, better creative.

[02:02:08] And so it was really easy to pitch them on that. Yeah. And that's good position. That's that's just an offer and it's a good one, like it's a good offer. I've used it before in other niches. So that could be one too, right? Like you could go after, you could try Lorenzo going after coaches that are already spending a decent amount of money on Facebook ads and, and they just don't have the creative because ad agencies like the whole culture of advertising agencies is shitty because it's oh, we'll run your ads for you.

[02:02:39] But those of us that know our stuff, no. The real stuff of an ad is in the copywriting and the creative. And so like most media buyers don't have that skill. And so they leave it to the client. They're like, oh, can you give me some creative being able to fill that gap is a huge piece, as long as you're able to tell that story.

[02:03:01] Oh, totally true. Yeah. Yeah. Good stuff. We'll keep refining it. Anything else? Let's just one more person. This is my final question. So in terms of the whole creative process who deliver expert? How does that work though? Because since it's not a Nike physical product, how do you, what's the hold I hold is that questioning process to work.

[02:03:28] Don't start with what you do, start with what they need. So the first thing that you're going to do is you're going to get on your, you're not going to go in. Go make sure you go back and listen to the call where I went over with Brad, the, how the, how a sales should go. And then you're going to get at the sales training in the portal next week.

[02:03:50] And those calls are not about this is how Brad was going to go into his call. Last week to these calls are not about okay, I got to tell them what I do and how it's going to benefit them. Here we go. This is what it's called. That's not what the call is out about at all. That, that first call with them.

[02:04:05] You don't tell them anything about what you do. It's all about what they need and like where they're hurting. And I'm going to have you guys do a two call sales process, cause it's just going to be easier for you at the beginning. And then you're just going to be able to basically end that call and be like, all right let me noodle all this together.

[02:04:22] I'm going to figure out how I can best help. And let's book a call on Wednesday at noon and we'll talk Turkey and figure this all out. Cool. Cool. And then in between those times, for the first few times, you and I will talk we'll talk about it in the group together and everything we can always, and but you're going to build it for them.

[02:04:38]Like you may find that what they need is oh, I need three really good Facebook video ads. Okay. And then you're going to figure out how to fulfill that. So then you make an offer to them. So it could be, You could choose to offer them $15,000 for you to fly down there and shoot a bunch of stuff of them, but more likely you're going to pitch a few thousand dollars and tell them exactly help them script exactly what the videos do and say, tell them exactly how to shoot it on their phones and then edit it, and then that's how it's going to work because, and you'll say listen, we have proven that this is true, by the way that like on Facebook, raw, our stuff works, but it's really important what you say, and you need to have an expert helping you with the marketing strategy of how you're going to actually pull people into your sphere of influence.

[02:05:31] So we're going to write this script together. I'm going to help you write it. You're going to film it and I'm going to help you with that. And you're going to film it in little bits. You don't have to film it in one big take, and then you're going to give me all the footage and we're going to create some great video ads for you.

[02:05:46] And it's not going to be Scorsese, but that's because it shouldn't be because if you did Scorsese, nobody would click it. It's going to be like raw from you with a great message that gets right to the point and puts that stuff out there. And then the fulfillment is an onboarding meeting a creative brief scripting meeting and then basically a delivery.

[02:06:07] So I don't know if this is what you're going to sell, but you see how it's very tangible one it's that. Again, it's not what you're going to do. It's what they need. You don't even have to know. You can just start selling, you can just start marketing the promise and just start getting on calls with people, find out what they need and then build that.

[02:06:27] And the rest will fall into place. Thank you. Awesome. Good stuff. Good stuff today. I like it. I like it. Anybody else have anything?

[02:06:42] So I'm good for now. Get a lot of work to do. Yeah indeed. But that's good, right? That's good. If you weren't in the program, you wouldn't be doing anything perfect. Love it. Great. Okay. Don't forget to use the group. It's there for you. Okay. Okay. All right. All right. Bye everybody. Great. See you next week.


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