December 12, 2024 • 37 mins
In this episode, we get a little spicy in a BTS convo with our coaching group about Black Friday, slow down in sales in Q4, FB Ads, Trump's win, and the future of the online economy.
Key Highlights:
✅ Trump's win and how it's impacted consumer confidence so far.
✅ Why October was the hardest month to sell anything online.
✅ Where consumers are ACTUALLY at economically (and how inflation is eroding the middle class).
✅ Why the popular vote is so important.
✅ And why NOW it's more important than ever to shift the relationship with your followers FAST.
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WORK WITH US:
✨ Join The Business Lounge Waitlist: https://kimberlyannjimenez.com/businesslounge/
📌 Work With Kim & Chris 1:1: https://kimberlyannjimenez.com/tblc-waitlist/
✨ Grab The Content Calendar Playbook: https://kimberlyannjimenez.com/content-calendar-playbook/
✨ The Prosper Plan: https://kimberlyannjimenez.com/the-prosper-plan/
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the Business Lounge podcast.
I'm your host, Kimberly, AnnJimenez and familia.
We are going to get spicy today, talking about what is
happening right now in theonline space, Like why are sales
so slow in quarter four?
How is the economy impactingall of this?
How is Trump's win actuallyimpacting consumer confidence?
(00:22):
Why, like, the last last couplemonths have been the hardest
months to sell anything onlineand where consumers are actually
at economically Listen y'all.
This is a spicy conversation.
Well, you know, for sensitivefolks, for people who are not
used to being challenged on adifferent point of view or who
are, like, easily offended, butour community inside TBL Plus,
(00:46):
which is our group coachingprogram, and the Business Lounge
, which is our other groupcoaching program, they've been
encouraging us to have theseconversations with you guys
publicly.
In fact, I got a message fromone of our one-on-one clients
last week who said this Kim andChris, I'm listening to the TBL
December session and the first30 minutes where you guys chat
(01:08):
about what's going on in theeconomy and politics would be an
amazing segment to publishpublicly.
I was so captivated and I feellike no business podcasts are
willing to touch on it becauseit's not politically correct.
And she's absolutely right.
You know, we're in a place intime where politics is something
we can't ignore anymore, Likeit has a direct impact on our
(01:29):
wallet.
It has a direct impact on thestate of online economies.
It affects, you know,everything in the world stage.
There's a lot that happens thataffects small business owners,
entrepreneurs and the everydayJoe.
As part of this crazy last fiveyears of political instability
(01:50):
and social shifting and changing.
There's just a lot of thingsthat are happening right, the
rise of wokeism, the clap backis now here and there's just a
lot going on, and so we have totalk about this.
I agree with our clients.
You know this is a conversationthat is well past due to be
published publicly.
We've been having theseconversations since COVID with
(02:11):
our community behind closeddoors, and if you follow me on
Instagram and Chris on Instagram, you guys know we're constantly
posting on stories.
You know our perspective andhow things are shifting and
changing, and it's been aninteresting ride.
So what we're going to do iswe're going to post a segment of
(02:34):
that conversation that we hadlast week with our TBL Plus
group coaching peeps, so thatyou can listen through and
hopefully it serves you,Hopefully it gives you a better
understanding of what'shappening right now in the
economy.
Okay, let's get into the showBriefly.
I wanted to touch on the convothat was going down on Voxer
which I love about ads andwhat's going on right now with
(02:57):
auction block stuff.
You know noisy stuff.
So, Chris, did you have acouple of thoughts you want to
share before we just dive intocontent map stuff?
Speaker 2 (03:06):
Yeah, so yeah, ads are always weird during,
specifically Black Friday.
It's the biggest promotionalpush of the year.
The costs go way up.
It's really hard to even getlike.
You'll have a lot of peoplethat run ads very low cost ads
throughout the year, even justretargeting stuff, and they'll
get approved, but then itdoesn't display to anybody.
And the problem is is you,you're not winning any positions
(03:29):
.
So that's what you're biddingon.
It's a.
If you look at it, it'll say,like you can pick what you're
bidding for when you set up yourads and basically for most, uh,
what you're doing is you'rebidding on positioning in the
news feed and the stories orwhat like.
You're.
You're buying those positions.
Think like I always try to givereal world examples, right,
think like their particularhighway through your town.
(03:52):
Right, the billboard.
Like the more if there's gonnabe a lot of traffic.
People are like, hey, I wantthe billboard Cause I know it's
going to be a ton of traffic,right, and so they'll raise the
rate and they'll be like, hey,this guy gave me a better deal,
I'm going to present his stuff.
And so, literally, you're not,you're not providing a winning
bid to even show up at all.
So there's a lot of noisethroughout that season and it's
(04:16):
you would probably have totriple your spend just to be
able to, in some cases, just tobe able to to win in the in the,
the auction block, so wecouldn't even do retargeting.
This year I tripled the budgetand it still wouldn't present
anybody.
So I know this year wasparticularly aggressive, keeping
in mind also two guys.
That, um, there's less of anability doesn't mean it's bad,
(04:40):
it just means that it's harder.
But Facebook knows less andless about meta.
Sorry, I'll get used to this.
One day Meta knows less aboutyou than they did previously
after iOS 14.5 update, becausethey can't.
Again, physical metaphor, theexample I gave before is they
had the whole day to be able totrack everything you do online
(05:05):
and they could see the sites youvisited.
They could I mean literallyeven maybe areas that we don't
even want to know what they wereable to track, and so they knew
more about us than even the CIA, and the CIA admitted that.
Now, after iOS 14.5, applespecifically was like nope, you
can't track people around theweb anymore.
(05:25):
So meta now only has thisamount of window right To be
able to gather what you're doing, because it's only on platform
behavior.
So they can track you based offof how you're engaging on meta
platforms, but they can't trackyou as like they could before,
like what you're doing, sitesyou're visiting, interests that
you have, and those are allfactored into building those
avatar profiles that they have.
(05:47):
That helps you.
We call it training your pixel.
When your pixel is dialed in,it knows who an ideal customer
is for you.
So literally it was likeinvesting in the nineties.
Everybody made money.
Before iOS 14.5, anybody couldwin with ads without any kind of
I don't want to say without anystrategy, but with very little
(06:09):
strategy Like I could teach achimp to run ads back in the,
because it was literallyprinting money.
They did the work for you.
Now it's different in that youhave to kind of know who your
people are.
You have to actually be alittle bit of a good marketer.
Um, it's easier to run them butit's harder to get them to win,
if that makes sense.
Speaker 1 (06:23):
Yeah, totally.
So let me kind of summarizereal quick so, Chris, would you
say because I love what you'resaying, it's so true Before iOS
14.0, 14.5, something like that14.5 was the update right?
Speaker 2 (06:36):
That was a couple of years ago.
Speaker 1 (06:38):
It was a lot easier to find the right audience
without having the bestmessaging, but the management of
the campaigns was brutal.
Speaker 2 (06:47):
Yes.
Speaker 1 (06:47):
So like getting it set up, having it run, having it
actually scale out, I'm talkingthere are agencies that just
focus on managing ad campaignsfor big people like Amy
Porterfield, murray Fortleo,like none of them run their own
ads they would have.
They would outsource that to afull blown agency, not because
(07:10):
the messaging needed to changenecessarily as much, but because
a creative would get sale.
Like it was a lot of work tohave to refresh campaigns
constantly, now it does it foryou.
You don't have to testaudiences as much.
You don't have to, like youknow, create look, don't have to
test audiences as much.
You don't have to, like youknow, create lookalikes and
upload custom audiences as muchas you used to be have to do
(07:30):
that.
Now it's more about messagingthey do a really good job at
managing the campaign for youkind of managing your audiences
but the messaging part is whatyou have to have dialed in.
Speaker 2 (07:43):
And you can get, and you can get away with really
aggressive stuff now.
Speaker 1 (07:47):
Yes, there were a lot more rules back then, like we
got our account shut downbecause I was retargeting the
business lounge and the businesslounge page happened to have a
phrase that inferred that peoplewere like gonna make more money
, and so I couldn't do any ofthat.
I had to only run contentmarketing ads, because if I ran
(08:08):
anything about growing aprofitable business it was like
shut down, you're done.
Um, so you couldn't even saythe word you couldn't.
Speaker 2 (08:14):
You had a ratio of how many times you could say the
word you yes, you can't evensay, you why?
Speaker 1 (08:19):
oh you, you couldn't say you now those rules are gone
, which is really nice.
Speaker 2 (08:25):
Um, no text or a small percentage of text on the
creative like a, like it waslike one it couldn't cover more
than 20 of the ad you can't have.
Speaker 1 (08:32):
The creative can have any text on it.
Speaker 2 (08:35):
Basically back now, that doesn't matter now you can
be like buy my membership andlose weight with this program,
before and after, and it's likewhat?
Like no way you would have gotshut down, it wouldn't even.
I mean, you literally wouldhave hit submit and you would
have had a notice on youraccount within minutes that your
account was banned for life,like literally.
So they're not doing thatanymore, which is great, but it
(08:57):
does require.
Now the battle is about thecreative has to be great.
The creative has to be andprimarily, video ad is what's
really working.
Speaker 1 (09:06):
And the reason they're doing that, guys, is
because they're bleeding money.
They're bleeding money, and sothey're pulling back.
I think that's my perspective.
I don't have evidence to provethat, but that's my perspective.
They're pulling a lot of theirrules and regulations so that
they can have more advertisers.
What happens, though, is thatthere's a lot of competition too
, so weird, freaking quarterfour y'all we have never seen a
(09:32):
quarter four be this freakinginsane.
You are right, erica.
In that election season justturned everything upside down.
We thought that Trump winningwas actually going to mean like
consumer confidence was going tocome back a little bit faster.
But people are just I.
That's.
The sense I get is like they'reholding their breath and like
(09:55):
on edge about what's going on,and I'm validating that by
seeing all of the like.
I'm tracking trending, trendingkeywords and trending like
trends just phrases on X, onYouTube and on Google, and it's
insane.
I feel like people are watchingTrump's picks like they're
(10:16):
watching the NFL draft, likejust on edge.
You know every single nominee.
They were trending immediatelyon Google, trending immediately
on X, and I think that peopleare really scared.
They're just scared.
They're scared right now thatwe're going to go into, you know
, the next world war that we'regoing to seriously get into.
(10:39):
I mean, we're there right.
Yesterday Major escalation withRussia.
Speaker 2 (10:44):
A rumor of an alien invasion.
Literally yesterday, Everybodywas sharing their UFO videos.
I mean, it's just like what?
Speaker 1 (10:52):
It's very weird times .
Um, I think things willhopefully get a little bit more
stable towards the beginning ofnext year.
Speaker 2 (11:00):
Aliens are fallen angels.
Don't fall for that lie.
Speaker 1 (11:04):
We're going to go down a rabbit hole.
We're going to go down a rabbithole, y'all Um, but we'll leave
that one for a podcast.
I don't rabbit hole y'all.
But we'll leave that one for apodcast.
It's true, it's absolutely true.
I believe that too.
But I just want you to know,from a business perspective,
that it is weird.
It's super weird.
We have had the slowest BlackFriday on the public side of the
(11:26):
business that we have ever had,ever in history.
Now, what is weird is that,erica, to your point, we still
got we probably got more trafficthan we ever have to our Black
Friday campaign.
Like people were opening ouremails like crazy, they were
clicking on our emails likecrazy.
We had the lowest price pointwe've ever offered it at, and
(11:47):
yet it was the slowest BlackFriday on the public side.
On the TBL side, it wasfantastic.
So what that shows me is twothings.
One, either people are reallystrapped and they're having to
decide between Christmas orinvesting in a business, like
that's where we're at right,like we are in a serious
financial predicament that we'vebeen on for three, four years
(12:10):
now and it's kind of coming to ahead, or people are really
being selective with who theywant to buy from in terms of
relationship, and so we'veestablished a pretty hardcore
relationship with TBL, with TBLplus, with TBL coaching, and
that's still working, that'sstill selling.
But people are like do I wantto invest with Kim or do I want
(12:34):
to go invest with this personand this person?
So there's more competition onthat side, and it's one of the
reasons why I'm glad we'relaunching Content Club.
Remember, I told you guys abouthow we really want to establish
relationship with a really wideamount of people beyond our
free content, and so I don'tknow.
I'll keep you posted on howthat works out.
(12:55):
But it's just a weird season.
What used to work is not reallyworking anymore.
But I'm also seeing a lot ofpeople go hire a ticket and
coaching seems to still be thething.
So if you're selling courses,memberships, that kind of thing,
really be thinking about donewith you instead of just
standalone courses.
(13:16):
That's what we're seeing reallylike the market demand right
now.
So it's an interesting, weird,awkward time and I don't want to
make too many assumptionsbecause I know that the timeline
that we're living in is sostrange that if I start making
assumptions and I start pivoting, I might overcorrect.
Does that make sense?
So I'm kind of waiting a littlebit to see what happens in the
(13:38):
beginning of next year and thenwe'll we'll make a decision.
Okay, we're going to go all inhere.
I have ideas, but two thingsthat are going to be critical
for next year long form contentyou need to build a relationship
.
People are pulling back fromthe creators that they're
listening to, from the leadersthat they're listening to.
They're shortening, you know,kind of like their appetite for
(14:01):
content and they want to godeeper with people that they
really like.
So long form live interactionif you have it, if you have the
ability of doing that and thenmaking sure that you are very
strategically changing therelationship with the people who
follow you online If you don'tchange the relationship meaning
you don't get them on the emaillist you don't get them to go
(14:22):
deeper and listen to the podcast, watch the video, read the blog
they're out, okay.
So we have to be faster andmore agile at how we
intentionally switch therelationship, and that's one of
the things that we're reallyfocused on for next year in our
business, and it's why we'reexperimenting.
Okay, do we want to do a livepodcast?
Do you want to do a paidpodcast?
(14:42):
Do we want to go content club?
So I'm trying to help you guyskind of interpret the moves that
we're making so that you cangrab what is helpful and then
leave what is not.
But I still think ads are goingto rip once things stabilize,
especially in the new year.
I think that's still.
That's still the play, whetherthey're in different platforms,
(15:04):
whether you go Pinterest, youknow, maybe Facebook and
Instagram become too busy, somaybe you go Pinterest, maybe
you go YouTube.
There's a lot of platforms thatI don't think are totally
oversaturated just yet.
What?
Speaker 2 (15:16):
do you?
Speaker 1 (15:16):
think Chris, Sorry, I went really long.
Speaker 2 (15:18):
So I want to validate , because Kim says something
really important.
We don't want to speculate.
We make decisions.
The same way, we tell you guysmake decisions based on your
numbers.
We're always looking at numbers.
So I have two specific chartsthat I want to show you guys,
and this is not to scare you,this is to empower you, and
we're going to tie it home herebecause I don't want this to be
a source of fear.
I want it to be a source ofmarket understanding and then we
(15:39):
make a plan based on that.
So, really important here wehave reached the highest point
in US history of credit carddebt consumer credit card debt.
Now we've also, at the sametime, reached the lowest point
of personal savings.
Now you see a big spike hereright In 2020, this was from the
stimulus money, so all thoseSTEMI checks they got printed
out put a massive spike.
(16:00):
Well, what happened is and wetold you guys at this time in
our Thriving in Economy workshopthat caused mass.
So we have two.
There's two forms of inflation.
There's monetary inflation.
There's pricing inflation.
One is bad fiscal policy.
It's printing hundreds ofbillions of dollars and sending
it to other places, like Ukraine, right Now.
More money printed means yourmoney's worth less.
(16:20):
So 80% of the dollars incirculation right now were
printed in the last four years.
So imagine if you're playingMonopoly and there's a certain
amount of dollars on the boardand then all of a sudden,
somebody comes in and dumps awhole bag of more dollars.
Well, it's not scarce anymoreand so therefore it's not as
value, because scarcity is inrelation to what comprises five
elements that make money sound,and scarcity is one of them.
(16:42):
Right?
So when you print a bunch ofmoney, the money is actually
worth less.
So inflation is really a hiddentax on the public.
Now we told you, based on whatwe were seeing with both energy
policy, printing of money, youwere going to see consumer goods
go up.
It was not going to betransitory, it was going to be
long-term inflation.
But also there was nothing thatshowed us there was going to be
(17:03):
a trend reversal on theinflation that was actually
happening.
So this is what happened.
Everybody had money.
Yay, we're happy, but guesswhat?
The money's actually worth less, meaning things cost more, and
that now led to what we see,which is the lowest rate of
personal savings and the highestusage of consumer credit card
debt in the history of thecountry.
So people are strapped Now.
(17:24):
Second note you have a lot ofpeople that locked in a low
interest rate, right?
So the housing market's quoteunquote frozen.
Realtors won't ever admit that,but it is because the numbers
tell us that.
But what we're seeing is peoplethat locked in a low interest
rate and they don't want to moveon their position because guess
what?
Rent has gone up, the housingcosts they're going to go spend
(17:44):
double or triple for anotherhouse in addition to a 7%
interest when they're lockedinto a two.
So it doesn't make any sense.
But they got that property taxbill and it went up 3x and
they're paying $12,000 a year inproperty taxes.
So here's the problem, guys.
Look at the housing bubble in06 to 07.
We reached 39% at its peak ofincome to housing.
(18:05):
So debt to income basicallymeaning like the amount of money
that you're spending for yourhome right in relation to your
income was almost 40%.
Now we're up to like 43%.
I think is the average rightnow.
Speaker 1 (18:19):
Like y'all, 40% is outrageous.
That is like think about that.
People, 15 to 25% of theirincome goes to taxes.
On top of that, that's 40% justin rent.
That's one expense, okay, Oneexpense.
That's out of control, Likethat's unsustainable.
That means people have to makereally hard decisions about
(18:43):
where they're going to investtheir money, where they're going
to pull back.
It's crazy and we get messagesall the time about this.
So people are like I'm going tolose my house in 30 days.
I need help.
And it's like what?
That's a ton of pressure for usto be like holy crap, we have
to lead through a reallychallenging economic time.
(19:05):
Open your mind to anotherreality, because two things can
be true at once.
people are still spending moneywhere they want to spend it
because we went out on blackfriday and the freaking parking
lot was packed, packed.
We go to a mavs game and peoplehappily pay 1k to be there.
Like you see, they spend wherethey want to spend money and, at
(19:31):
at the same time, where it'salmost like.
This is exactly what happens.
I'm sorry to say it, but thisis what happens in socialism.
Okay, it's the haves and thehave nots.
Socialism is literally just alittle bridge to communism and
you start eroding the middleclass.
So it's people who have thefinances and boom, they can, you
know, pay the checks and putdown the money with no problem.
(19:54):
And then you have people who,literally, are going to go
straight into poverty.
All right, so that's theproblem.
And why, Chris and I are sooutspoken about politics because
they inform policy and theyaffect people.
We have to have a strongeconomy and then we can address
social problems.
We can't do it the other wayaround.
(20:14):
It just doesn't happen right,because we're creating a
complete disaster with oureconomic policy the last five
years, and so we're in a placewhere our country is the weakest
it has ever been economicallyon the world stage in terms of
foreign policy, and people arefreaking out like we saw.
This is why, when we look atthe election numbers, it's
(20:36):
mind-blowing how much peoplespoke with their vote, right,
it's mind-blowing never in mylife did.
Speaker 2 (20:41):
I think that ohio would be more conservative than
new york is liberal.
What like that?
Just like that just blows mymind.
I'm from ohio so I like, I knowthat's a very purple state.
Like I remember all my familywas hardcore vote clinton.
Like hardcore, um, because, andthey balance the budget.
But what's happening now?
(21:02):
Guys, I always tell people thisthis ain't your granddaddy's
politics.
Right now, there's some weirdstuff happening.
There's a whole realignment ofthings happening.
It's very strange.
So I always tell people youneed to be a critical thinker.
If you're traditional red team,blue team, you're going to get
lost in the muck of all thismadness.
It's, it's.
Speaker 1 (21:18):
The lines have been blurred you got to play up here.
If you're playing 2d, you'renot going to see it.
You got to play 4d, okay,because?
There's a lot more right.
I mean, look at so people at.
Speaker 2 (21:29):
So people said this there was a picture and it was
Trump, it was Elon, it was Tulsi, it was RFK Jr and it was one
other, and it was like they'reall former Democrats, every
single one of them.
They're all former Democrats,which was crazy, but I didn't
think about it, but I was likeit's true, they are.
So, yeah, it's a very strangetime and place, but what we are
(21:53):
seeing is exactly reflective ofthat.
It's people will pay for lowticket subscription or they'll
pay for your high ticketcoaching.
Now there's also the AIconversation too.
Speaker 1 (22:02):
There's the AI conversation.
Speaker 2 (22:04):
There's also AI, that's.
That's it's.
It's weeding out the bros inthe market.
So if you're a bro that's justhacking in the space, but you
don't have depth of knowledgeand domain expertise, what's
happening is is that your levelof information is so superficial
and surface level that peopleare basically just going to chat
GBT to subsidize that Right?
So if you can't work withpeople and say, okay, I'm in
(22:27):
brain overload right now, Like Ihave 10 trillion ideas, I have
a million different forms ofcopy that I could use, what
should I use?
And so we have adoptedinternally the saying of give
people answers, not information,Answers over information.
Because when we give you guysan answer that goes and makes
you money, that's it.
(22:47):
You're locked in, You're goingto show up, You're going to be
invested, You're going to beengaged and you're going to show
up, You're going to be invested, You're going to be engaged and
you're going to be like, hey,ChatGPT is great to help me, but
Kim and Chris are going to giveme an answer from this
information that I just found.
Right.
And if you're not doing that?
And if you're, I said thismorning on one of my stories.
I said you have two levels ofspecificity.
You've of them.
(23:20):
If you have both, you'rewinning big.
You have to have marketspecification, meaning you
either serve deep with a certainavatar meaning I provide
marketing consulting for Xindustry, right, Like I'm a
marketing consultant fordieticians.
That's one level of nichingdown into specificity.
The second one is specificoutcome, like specific way you
help people but then it can be abroader market, right?
So like, let's say, you'rehelping people with Instagram,
growing your Instagram, butyou're specific to Instagram but
(23:41):
for anybody that wants to growtheir Instagram, but you have at
least that layer of specificity.
The people that are winning bigthat we're seeing are people
that have both layers.
Amber Lida I am so jealous ofAmber Lida because she sits on a
literal gold mine.
She's a marketing businesscoach.
Marketing coach, right, Prettymuch, for therapists that want
(24:01):
to have an online therapypractice.
It's like specificity on top ofspecificity and that's why her
launches she's having historiclaunches, because why the people
that are all in, the peoplethat are in the deep end of the
pool, not dipping a toe in theshallow end, it's money-making
time.
They've got to make it workbecause they're feeling this
pressure of the economy, sothey're finding who they align
(24:22):
with.
They don't have time to besample sizing.
They don't have time to be, oh,I'll try this.
Oh yeah, whip the credit cardout.
This is fun.
Maybe this will work.
Maybe this will work.
No, no, no.
They're very guided with wherethey're spending their money and
they're having to be verycalculated in how they spend
their money.
So you guys are all in, like our, our TBL side upgrades normal
rate.
People wanting to lock inlifetime, wanting to lock in
(24:43):
coaching normal rate.
Because you guys know, hey,it's serious time for me.
Kim and Chris can help me makemoney.
I'm seeing my counterparts golaunch a sales page and make
$10,000.
This is where I need to be.
But if you don't have arelationship and if you're not
specific, you're just noise inthe ether right now.
Yeah, so I feel like we're rantytoday.
Speaker 1 (25:04):
You guys, just you guys just give us a little bit
and it would just go all inright.
Like, you have to come to ourDecember TBL workshop.
It's going to be on the 19th ofDecember.
We're just going to talk aboutour 2025 predictions, everything
that's happening in the market.
We're going to unpack it.
We've been building this for thelast three months of like, what
(25:25):
are we seeing new?
What's trending, what's working?
And there's like two majorcategories guys of like okay,
it's, it's weird right now.
And it's like two majorcategories.
Guys of like okay, it's weirdright now, and it's probably
going to get weirder while wecourse correct and figure out,
how the heck do we fix thismajor problem that we have at
multiple levels, that we've beencarrying for decades in this
country, particularly thefinancial issue with inflation,
(25:47):
and like, how do we, how do weget back to the gold standard?
How do we freaking stopprinting money left and right?
Like our government thinks that, like, we're just going to
print infinitely?
That's a major problem.
How do we course correct interms of like technology and AI,
and how do we like shift gearson censorship but not allow, you
know, a ton of hate speech on aplatform Like, how do you do
(26:10):
that?
Right?
There's just there's so manythings that are happening right
now and what's weird is thatwe're stuck in the crossfire
Like there's a battle right now.
It's spiritual.
I believe it's a spiritualbattle, I think it's an
informational battle, I thinkit's more like a war and it's
also a financial one.
There's three different layersto this right, and so we're
(26:33):
caught in the crossfires becausethe battlefield is online, it's
information, it's media.
That is what's happening andwhat's so weird, because we
don't have a declared war, butwe essentially do, and so
there's just so many layers tothat and, as online business
owners, we have to learn how tonavigate that.
I think a lot of people justare afraid to talk about it
(26:55):
because they'll get crucifiedfor saying the wrong thing, but
at the end, like we're at aplace where we just can't not
talk about it.
You know what I mean.
Speaker 2 (27:02):
Like this has escalated so much.
It's changed a little bit,though.
We got massacred a few yearsago when we started speaking up
about things.
We were a little early.
We weren't wrong, we were justearly.
That happens often for us,unfortunately, that I give full
power, to the full full.
Uh, glory to the holy spiritfor that, by the way.
That's, that's just discernment.
It had nothing to do with usand our own merit, but we got
crucified for some of the thingswe were saying and everybody's
(27:25):
like yeah, I'm so glad you saythat, like it's so true.
Yeah, the enemy has.
The enemy has fully revealedhimself in many ways.
Speaker 1 (27:32):
The energy has shifted, for sure.
Speaker 2 (27:34):
The energy has shifted.
Wokeism is dying, a hundredpercent.
Wokeism is dying.
It was always a demonic thing.
Most of it most of it was washijacked into to a demonic thing
, sorry go ahead, Chris.
But I do think that the sea ofopportunity is absolutely coming
.
I think we are winning back.
Speaker 1 (27:52):
That's what I was going to talk about.
Speaker 2 (27:53):
next we're winning back the culture.
In fact, bible sales were up22% this Black Friday.
Yeah, people are running backto church, people are running
back to God, especiallymillennials.
Because the antidote to chaos isGod's perfect order.
And so people in this chaos, inthis season of chaos, they're
running back, maybe in ways theynever have before.
I can't tell you guys how manyI have friends.
(28:15):
I just attract I'm I'mpolitically homeless.
I'm kim makes fun of me becauseI'm I'm more of like you're
forward thinking.
He calls me a lib, like it iswhat it is you're such a liberal
?
Speaker 1 (28:29):
but I, so I attract friends don't think that I'm
like that person.
Speaker 2 (28:34):
I know, I know but like I have friends that wear
cosmo pants, like tight spandexpants, to go to like hot yoga,
like that's the kind of like Ihave friends that are total bros
that want to go shoot guns withme and then I have guys that
want to go to hot yoga and theyshow up literally with like
cosmic universe I'm not evenjoking.
Speaker 1 (28:51):
He went to take me literally with like cosmic
universe.
Speaker 2 (28:53):
I'm not even joking.
He went to take me to a thirdeye cafe.
I'm not, they're sitting aroundall day trying to.
I don't know.
They were drinking cacao and,um, he gave me the stuff.
It's called uh, it's from likethe top of the himalayan
mountains.
It's supposed to open up your,your, uh, your pineal gland babe
, we're getting down the rabbithole I'm telling you, it's like
I have wide spectrum group offriends here but all of them are
(29:16):
like low-key, like yeah, bro,go trump.
I'm like what?
Like it's been like low-key,it's been like a huge shift.
That I'm like it reallysurprises me.
But I think we're all, mostly,I think all of us coming to
uniformity in conclusion thatlike we've gone too far, like
this has gone too far, and Ithink we're rallying around I
(29:36):
call it the radical middle.
I think we're rallying aroundthat and I think it's you're
starting to see people be likethere are common belief systems
that we hold as a people in thiscountry and this, this, this,
is not it.
And so I think you're going tosee now, with a lot of what's
happening is fiscal policychange, a lot of realignment,
but probably maybe some of thebiggest opportunities that we've
(29:57):
seen, at least in our lifetimes, for sure.
Speaker 1 (30:00):
Seriously though, like for real, the guys like
we're very bullish on businessesright now.
We're very bullish Like there'sgoing to be massive opportunity
, and the reason for that isbecause we're going to see
deregulation like crazy.
When you see deregulation, yousee true market competition and
(30:20):
that brings about a lot of newopportunities, A lot of things
that have been held back, andjust because of overregulation,
you're going to see a lot of themarket just shift and evolve.
If we can figure out how to getthrough maybe the next 12
months of instability and chaos,I think we're going to see just
(30:41):
wow, like economy is going toboom.
We're going to see newopportunities pop up everywhere.
There's going to be easier waysto sell online, which I'm so
freaking excited.
It's interesting we're in acentralization cycle on the
internet and at the same time,in finance, we're decentralizing
and media we're decentralizing.
It's weird.
(31:01):
It's so weird to see this.
But we'll explain and unpackall of that in that workshop,
Unless you guys want us to justkeep talking about that today
and we'll go forever.
But we had planned to continuethe content maps, the content
map, the messaging map.
So let us know, because if youwant to have that conversation,
we will.
We'll just take it wherever youguys want us to take it today,
(31:22):
because it's kind of a weirdsession in terms of timing can
mention regulation.
Speaker 2 (31:29):
Elon said that to launch a spacex missile it
actually costs more and takeslonger to get through the
bureaucratic red tape than itdoes actually build and launch
the missile I know that's insanethat's ridiculous.
That's crazy.
What was it?
The train, the high-speed railin california.
They spent 1.5 trillion and allthey have is 50 feet of
concrete with no rail no, we'renot doing this.
(31:52):
This is insane that is so crazyokay, fam.
Speaker 1 (31:58):
So let us know in the comments do we, do you want to?
Do you want us to keep talkingabout all this craziness, or do
you want us to get back to andfinish um, the messaging map?
I don't mind either way I'mhappy with it.
Speaker 2 (32:10):
Nicole, don't get me started on california I saw
wells fargo announced they'releaving san francisco.
That's a huge deal.
They're a staple of that, thatcity.
That's a big deal oh yeahthat's right, holly's in
california too.
Speaker 1 (32:23):
I forgot about that she's been making faces at us,
so that's why I know that sadman.
Speaker 2 (32:29):
It's a freaking beautiful state, my goodness.
Speaker 1 (32:32):
But I have hope.
I have hope y'all, I have hopePeople know what's going on.
All right, fams, I hope thatyou enjoyed it.
That was it.
That was the clip.
Let us know by texting.
You could literally click onthe link that says text me
underneath every single of ourepisodes, whether you're
listening on Spotify orlistening on Apple podcast or
(32:54):
any of the other podcast playersand let us know.
Would you like for us to have adedicated segment on the podcast
where Chris and I unpack what'shappening right now in the
world culture, politics, uh, youknow, technology, finance,
everything that's impacting theonline space, like how it
actually impacts the onlinespace, what it is that you need
(33:16):
to be preparing for and shiftingand pivoting in your business
as a result, so that you canstay ahead of the trends.
Let us know, we'd love to hearfrom you Again.
You can use that link to textour inbox directly here on the
podcast.
I can't text you back, but Ican read all of what you send
through our fan mail.
We love you, we're blessing you,we're excited for what's to
(33:38):
come in this season, despite thechallenges that have, you know,
really been upon us the lastfive years, but especially the
last probably six months hasbeen really rough for a lot of
people in the online space, yetwe are still very excited about
what's to come.
There is more opportunity thanever on the horizon, and so I'm
(33:59):
excited to get through maybe thenext couple of months of shifts
and changes that are probablygoing to be a little painful,
but in the end it'll all be well, and we know that because our
ultimate faith is in JesusChrist, and that is the most
amazing part of this whole story.
So I love you.
We'll see you in the next one,un beso.
(34:20):
Bye for now, thank you, you.
Welcome back to the Business Lounge podcast.
I'm your host, Kimberly, AnnJimenez and familia.
We are going to get spicy today, talking about what is
happening right now in theonline space, Like why are sales
so slow in quarter four?
How is the economy impactingall of this?
How is Trump's win actuallyimpacting consumer confidence?
(00:22):
Why, like, the last last couplemonths have been the hardest
months to sell anything onlineand where consumers are actually
at economically Listen y'all.
This is a spicy conversation.
Well, you know, for sensitivefolks, for people who are not
used to being challenged on adifferent point of view or who
are, like, easily offended, butour community inside TBL Plus,
(00:46):
which is our group coachingprogram, and the Business Lounge
, which is our other groupcoaching program, they've been
encouraging us to have theseconversations with you guys
publicly.
In fact, I got a message fromone of our one-on-one clients
last week who said this Kim andChris, I'm listening to the TBL
December session and the first30 minutes where you guys chat
(01:08):
about what's going on in theeconomy and politics would be an
amazing segment to publishpublicly.
I was so captivated and I feellike no business podcasts are
willing to touch on it becauseit's not politically correct.
And she's absolutely right.
You know, we're in a place intime where politics is something
we can't ignore anymore, Likeit has a direct impact on our
(01:29):
wallet.
It has a direct impact on thestate of online economies.
It affects, you know,everything in the world stage.
There's a lot that happens thataffects small business owners,
entrepreneurs and the everydayJoe.
As part of this crazy last fiveyears of political instability
(01:50):
and social shifting and changing.
There's just a lot of thingsthat are happening right, the
rise of wokeism, the clap backis now here and there's just a
lot going on, and so we have totalk about this.
I agree with our clients.
You know this is a conversationthat is well past due to be
published publicly.
We've been having theseconversations since COVID with
(02:11):
our community behind closeddoors, and if you follow me on
Instagram and Chris on Instagram, you guys know we're constantly
posting on stories.
You know our perspective andhow things are shifting and
changing, and it's been aninteresting ride.
So what we're going to do iswe're going to post a segment of
(02:34):
that conversation that we hadlast week with our TBL Plus
group coaching peeps, so thatyou can listen through and
hopefully it serves you,Hopefully it gives you a better
understanding of what'shappening right now in the
economy.
Okay, let's get into the showBriefly.
I wanted to touch on the convothat was going down on Voxer
which I love about ads andwhat's going on right now with
(02:57):
auction block stuff.
You know noisy stuff.
So, Chris, did you have acouple of thoughts you want to
share before we just dive intocontent map stuff?
Speaker 2 (03:06):
Yeah, so yeah, ads are always weird during,
specifically Black Friday.
It's the biggest promotionalpush of the year.
The costs go way up.
It's really hard to even getlike.
You'll have a lot of peoplethat run ads very low cost ads
throughout the year, even justretargeting stuff, and they'll
get approved, but then itdoesn't display to anybody.
And the problem is is you,you're not winning any positions
(03:29):
.
So that's what you're biddingon.
It's a.
If you look at it, it'll say,like you can pick what you're
bidding for when you set up yourads and basically for most, uh,
what you're doing is you'rebidding on positioning in the
news feed and the stories orwhat like.
You're.
You're buying those positions.
Think like I always try to givereal world examples, right,
think like their particularhighway through your town.
(03:52):
Right, the billboard.
Like the more if there's gonnabe a lot of traffic.
People are like, hey, I wantthe billboard Cause I know it's
going to be a ton of traffic,right, and so they'll raise the
rate and they'll be like, hey,this guy gave me a better deal,
I'm going to present his stuff.
And so, literally, you're not,you're not providing a winning
bid to even show up at all.
So there's a lot of noisethroughout that season and it's
(04:16):
you would probably have totriple your spend just to be
able to, in some cases, just tobe able to to win in the in the,
the auction block, so wecouldn't even do retargeting.
This year I tripled the budgetand it still wouldn't present
anybody.
So I know this year wasparticularly aggressive, keeping
in mind also two guys.
That, um, there's less of anability doesn't mean it's bad,
(04:40):
it just means that it's harder.
But Facebook knows less andless about meta.
Sorry, I'll get used to this.
One day Meta knows less aboutyou than they did previously
after iOS 14.5 update, becausethey can't.
Again, physical metaphor, theexample I gave before is they
had the whole day to be able totrack everything you do online
(05:05):
and they could see the sites youvisited.
They could I mean literallyeven maybe areas that we don't
even want to know what they wereable to track, and so they knew
more about us than even the CIA, and the CIA admitted that.
Now, after iOS 14.5, applespecifically was like nope, you
can't track people around theweb anymore.
(05:25):
So meta now only has thisamount of window right To be
able to gather what you're doing, because it's only on platform
behavior.
So they can track you based offof how you're engaging on meta
platforms, but they can't trackyou as like they could before,
like what you're doing, sitesyou're visiting, interests that
you have, and those are allfactored into building those
avatar profiles that they have.
(05:47):
That helps you.
We call it training your pixel.
When your pixel is dialed in,it knows who an ideal customer
is for you.
So literally it was likeinvesting in the nineties.
Everybody made money.
Before iOS 14.5, anybody couldwin with ads without any kind of
I don't want to say without anystrategy, but with very little
(06:09):
strategy Like I could teach achimp to run ads back in the,
because it was literallyprinting money.
They did the work for you.
Now it's different in that youhave to kind of know who your
people are.
You have to actually be alittle bit of a good marketer.
Um, it's easier to run them butit's harder to get them to win,
if that makes sense.
Speaker 1 (06:23):
Yeah, totally.
So let me kind of summarizereal quick so, Chris, would you
say because I love what you'resaying, it's so true Before iOS
14.0, 14.5, something like that14.5 was the update right?
Speaker 2 (06:36):
That was a couple of years ago.
Speaker 1 (06:38):
It was a lot easier to find the right audience
without having the bestmessaging, but the management of
the campaigns was brutal.
Speaker 2 (06:47):
Yes.
Speaker 1 (06:47):
So like getting it set up, having it run, having it
actually scale out, I'm talkingthere are agencies that just
focus on managing ad campaignsfor big people like Amy
Porterfield, murray Fortleo,like none of them run their own
ads they would have.
They would outsource that to afull blown agency, not because
(07:10):
the messaging needed to changenecessarily as much, but because
a creative would get sale.
Like it was a lot of work tohave to refresh campaigns
constantly, now it does it foryou.
You don't have to testaudiences as much.
You don't have to, like youknow, create look, don't have to
test audiences as much.
You don't have to, like youknow, create lookalikes and
upload custom audiences as muchas you used to be have to do
(07:30):
that.
Now it's more about messagingthey do a really good job at
managing the campaign for youkind of managing your audiences
but the messaging part is whatyou have to have dialed in.
Speaker 2 (07:43):
And you can get, and you can get away with really
aggressive stuff now.
Speaker 1 (07:47):
Yes, there were a lot more rules back then, like we
got our account shut downbecause I was retargeting the
business lounge and the businesslounge page happened to have a
phrase that inferred that peoplewere like gonna make more money
, and so I couldn't do any ofthat.
I had to only run contentmarketing ads, because if I ran
(08:08):
anything about growing aprofitable business it was like
shut down, you're done.
Um, so you couldn't even saythe word you couldn't.
Speaker 2 (08:14):
You had a ratio of how many times you could say the
word you yes, you can't evensay, you why?
Speaker 1 (08:19):
oh you, you couldn't say you now those rules are gone
, which is really nice.
Speaker 2 (08:25):
Um, no text or a small percentage of text on the
creative like a, like it waslike one it couldn't cover more
than 20 of the ad you can't have.
Speaker 1 (08:32):
The creative can have any text on it.
Speaker 2 (08:35):
Basically back now, that doesn't matter now you can
be like buy my membership andlose weight with this program,
before and after, and it's likewhat?
Like no way you would have gotshut down, it wouldn't even.
I mean, you literally wouldhave hit submit and you would
have had a notice on youraccount within minutes that your
account was banned for life,like literally.
So they're not doing thatanymore, which is great, but it
(08:57):
does require.
Now the battle is about thecreative has to be great.
The creative has to be andprimarily, video ad is what's
really working.
Speaker 1 (09:06):
And the reason they're doing that, guys, is
because they're bleeding money.
They're bleeding money, and sothey're pulling back.
I think that's my perspective.
I don't have evidence to provethat, but that's my perspective.
They're pulling a lot of theirrules and regulations so that
they can have more advertisers.
What happens, though, is thatthere's a lot of competition too
, so weird, freaking quarterfour y'all we have never seen a
(09:32):
quarter four be this freakinginsane.
You are right, erica.
In that election season justturned everything upside down.
We thought that Trump winningwas actually going to mean like
consumer confidence was going tocome back a little bit faster.
But people are just I.
That's.
The sense I get is like they'reholding their breath and like
(09:55):
on edge about what's going on,and I'm validating that by
seeing all of the like.
I'm tracking trending, trendingkeywords and trending like
trends just phrases on X, onYouTube and on Google, and it's
insane.
I feel like people are watchingTrump's picks like they're
(10:16):
watching the NFL draft, likejust on edge.
You know every single nominee.
They were trending immediatelyon Google, trending immediately
on X, and I think that peopleare really scared.
They're just scared.
They're scared right now thatwe're going to go into, you know
, the next world war that we'regoing to seriously get into.
(10:39):
I mean, we're there right.
Yesterday Major escalation withRussia.
Speaker 2 (10:44):
A rumor of an alien invasion.
Literally yesterday, Everybodywas sharing their UFO videos.
I mean, it's just like what?
Speaker 1 (10:52):
It's very weird times .
Um, I think things willhopefully get a little bit more
stable towards the beginning ofnext year.
Speaker 2 (11:00):
Aliens are fallen angels.
Don't fall for that lie.
Speaker 1 (11:04):
We're going to go down a rabbit hole.
We're going to go down a rabbithole, y'all Um, but we'll leave
that one for a podcast.
I don't rabbit hole y'all.
But we'll leave that one for apodcast.
It's true, it's absolutely true.
I believe that too.
But I just want you to know,from a business perspective,
that it is weird.
It's super weird.
We have had the slowest BlackFriday on the public side of the
(11:26):
business that we have ever had,ever in history.
Now, what is weird is that,erica, to your point, we still
got we probably got more trafficthan we ever have to our Black
Friday campaign.
Like people were opening ouremails like crazy, they were
clicking on our emails likecrazy.
We had the lowest price pointwe've ever offered it at, and
(11:47):
yet it was the slowest BlackFriday on the public side.
On the TBL side, it wasfantastic.
So what that shows me is twothings.
One, either people are reallystrapped and they're having to
decide between Christmas orinvesting in a business, like
that's where we're at right,like we are in a serious
financial predicament that we'vebeen on for three, four years
(12:10):
now and it's kind of coming to ahead, or people are really
being selective with who theywant to buy from in terms of
relationship, and so we'veestablished a pretty hardcore
relationship with TBL, with TBLplus, with TBL coaching, and
that's still working, that'sstill selling.
But people are like do I wantto invest with Kim or do I want
(12:34):
to go invest with this personand this person?
So there's more competition onthat side, and it's one of the
reasons why I'm glad we'relaunching Content Club.
Remember, I told you guys abouthow we really want to establish
relationship with a really wideamount of people beyond our
free content, and so I don'tknow.
I'll keep you posted on howthat works out.
(12:55):
But it's just a weird season.
What used to work is not reallyworking anymore.
But I'm also seeing a lot ofpeople go hire a ticket and
coaching seems to still be thething.
So if you're selling courses,memberships, that kind of thing,
really be thinking about donewith you instead of just
standalone courses.
(13:16):
That's what we're seeing reallylike the market demand right
now.
So it's an interesting, weird,awkward time and I don't want to
make too many assumptionsbecause I know that the timeline
that we're living in is sostrange that if I start making
assumptions and I start pivoting, I might overcorrect.
Does that make sense?
So I'm kind of waiting a littlebit to see what happens in the
(13:38):
beginning of next year and thenwe'll we'll make a decision.
Okay, we're going to go all inhere.
I have ideas, but two thingsthat are going to be critical
for next year long form contentyou need to build a relationship
.
People are pulling back fromthe creators that they're
listening to, from the leadersthat they're listening to.
They're shortening, you know,kind of like their appetite for
(14:01):
content and they want to godeeper with people that they
really like.
So long form live interactionif you have it, if you have the
ability of doing that and thenmaking sure that you are very
strategically changing therelationship with the people who
follow you online If you don'tchange the relationship meaning
you don't get them on the emaillist you don't get them to go
(14:22):
deeper and listen to the podcast, watch the video, read the blog
they're out, okay.
So we have to be faster andmore agile at how we
intentionally switch therelationship, and that's one of
the things that we're reallyfocused on for next year in our
business, and it's why we'reexperimenting.
Okay, do we want to do a livepodcast?
Do you want to do a paidpodcast?
(14:42):
Do we want to go content club?
So I'm trying to help you guyskind of interpret the moves that
we're making so that you cangrab what is helpful and then
leave what is not.
But I still think ads are goingto rip once things stabilize,
especially in the new year.
I think that's still.
That's still the play, whetherthey're in different platforms,
(15:04):
whether you go Pinterest, youknow, maybe Facebook and
Instagram become too busy, somaybe you go Pinterest, maybe
you go YouTube.
There's a lot of platforms thatI don't think are totally
oversaturated just yet.
What?
Speaker 2 (15:16):
do you?
Speaker 1 (15:16):
think Chris, Sorry, I went really long.
Speaker 2 (15:18):
So I want to validate , because Kim says something
really important.
We don't want to speculate.
We make decisions.
The same way, we tell you guysmake decisions based on your
numbers.
We're always looking at numbers.
So I have two specific chartsthat I want to show you guys,
and this is not to scare you,this is to empower you, and
we're going to tie it home herebecause I don't want this to be
a source of fear.
I want it to be a source ofmarket understanding and then we
(15:39):
make a plan based on that.
So, really important here wehave reached the highest point
in US history of credit carddebt consumer credit card debt.
Now we've also, at the sametime, reached the lowest point
of personal savings.
Now you see a big spike hereright In 2020, this was from the
stimulus money, so all thoseSTEMI checks they got printed
out put a massive spike.
(16:00):
Well, what happened is and wetold you guys at this time in
our Thriving in Economy workshopthat caused mass.
So we have two.
There's two forms of inflation.
There's monetary inflation.
There's pricing inflation.
One is bad fiscal policy.
It's printing hundreds ofbillions of dollars and sending
it to other places, like Ukraine, right Now.
More money printed means yourmoney's worth less.
(16:20):
So 80% of the dollars incirculation right now were
printed in the last four years.
So imagine if you're playingMonopoly and there's a certain
amount of dollars on the boardand then all of a sudden,
somebody comes in and dumps awhole bag of more dollars.
Well, it's not scarce anymoreand so therefore it's not as
value, because scarcity is inrelation to what comprises five
elements that make money sound,and scarcity is one of them.
(16:42):
Right?
So when you print a bunch ofmoney, the money is actually
worth less.
So inflation is really a hiddentax on the public.
Now we told you, based on whatwe were seeing with both energy
policy, printing of money, youwere going to see consumer goods
go up.
It was not going to betransitory, it was going to be
long-term inflation.
But also there was nothing thatshowed us there was going to be
(17:03):
a trend reversal on theinflation that was actually
happening.
So this is what happened.
Everybody had money.
Yay, we're happy, but guesswhat?
The money's actually worth less, meaning things cost more, and
that now led to what we see,which is the lowest rate of
personal savings and the highestusage of consumer credit card
debt in the history of thecountry.
So people are strapped Now.
(17:24):
Second note you have a lot ofpeople that locked in a low
interest rate, right?
So the housing market's quoteunquote frozen.
Realtors won't ever admit that,but it is because the numbers
tell us that.
But what we're seeing is peoplethat locked in a low interest
rate and they don't want to moveon their position because guess
what?
Rent has gone up, the housingcosts they're going to go spend
(17:44):
double or triple for anotherhouse in addition to a 7%
interest when they're lockedinto a two.
So it doesn't make any sense.
But they got that property taxbill and it went up 3x and
they're paying $12,000 a year inproperty taxes.
So here's the problem, guys.
Look at the housing bubble in06 to 07.
We reached 39% at its peak ofincome to housing.
(18:05):
So debt to income basicallymeaning like the amount of money
that you're spending for yourhome right in relation to your
income was almost 40%.
Now we're up to like 43%.
I think is the average rightnow.
Speaker 1 (18:19):
Like y'all, 40% is outrageous.
That is like think about that.
People, 15 to 25% of theirincome goes to taxes.
On top of that, that's 40% justin rent.
That's one expense, okay, Oneexpense.
That's out of control, Likethat's unsustainable.
That means people have to makereally hard decisions about
(18:43):
where they're going to investtheir money, where they're going
to pull back.
It's crazy and we get messagesall the time about this.
So people are like I'm going tolose my house in 30 days.
I need help.
And it's like what?
That's a ton of pressure for usto be like holy crap, we have
to lead through a reallychallenging economic time.
(19:05):
Open your mind to anotherreality, because two things can
be true at once.
people are still spending moneywhere they want to spend it
because we went out on blackfriday and the freaking parking
lot was packed, packed.
We go to a mavs game and peoplehappily pay 1k to be there.
Like you see, they spend wherethey want to spend money and, at
(19:31):
at the same time, where it'salmost like.
This is exactly what happens.
I'm sorry to say it, but thisis what happens in socialism.
Okay, it's the haves and thehave nots.
Socialism is literally just alittle bridge to communism and
you start eroding the middleclass.
So it's people who have thefinances and boom, they can, you
know, pay the checks and putdown the money with no problem.
(19:54):
And then you have people who,literally, are going to go
straight into poverty.
All right, so that's theproblem.
And why, Chris and I are sooutspoken about politics because
they inform policy and theyaffect people.
We have to have a strongeconomy and then we can address
social problems.
We can't do it the other wayaround.
(20:14):
It just doesn't happen right,because we're creating a
complete disaster with oureconomic policy the last five
years, and so we're in a placewhere our country is the weakest
it has ever been economicallyon the world stage in terms of
foreign policy, and people arefreaking out like we saw.
This is why, when we look atthe election numbers, it's
(20:36):
mind-blowing how much peoplespoke with their vote, right,
it's mind-blowing never in mylife did.
Speaker 2 (20:41):
I think that ohio would be more conservative than
new york is liberal.
What like that?
Just like that just blows mymind.
I'm from ohio so I like, I knowthat's a very purple state.
Like I remember all my familywas hardcore vote clinton.
Like hardcore, um, because, andthey balance the budget.
But what's happening now?
(21:02):
Guys, I always tell people thisthis ain't your granddaddy's
politics.
Right now, there's some weirdstuff happening.
There's a whole realignment ofthings happening.
It's very strange.
So I always tell people youneed to be a critical thinker.
If you're traditional red team,blue team, you're going to get
lost in the muck of all thismadness.
It's, it's.
Speaker 1 (21:18):
The lines have been blurred you got to play up here.
If you're playing 2d, you'renot going to see it.
You got to play 4d, okay,because?
There's a lot more right.
I mean, look at so people at.
Speaker 2 (21:29):
So people said this there was a picture and it was
Trump, it was Elon, it was Tulsi, it was RFK Jr and it was one
other, and it was like they'reall former Democrats, every
single one of them.
They're all former Democrats,which was crazy, but I didn't
think about it, but I was likeit's true, they are.
So, yeah, it's a very strangetime and place, but what we are
(21:53):
seeing is exactly reflective ofthat.
It's people will pay for lowticket subscription or they'll
pay for your high ticketcoaching.
Now there's also the AIconversation too.
Speaker 1 (22:02):
There's the AI conversation.
Speaker 2 (22:04):
There's also AI, that's.
That's it's.
It's weeding out the bros inthe market.
So if you're a bro that's justhacking in the space, but you
don't have depth of knowledgeand domain expertise, what's
happening is is that your levelof information is so superficial
and surface level that peopleare basically just going to chat
GBT to subsidize that Right?
So if you can't work withpeople and say, okay, I'm in
(22:27):
brain overload right now, Like Ihave 10 trillion ideas, I have
a million different forms ofcopy that I could use, what
should I use?
And so we have adoptedinternally the saying of give
people answers, not information,Answers over information.
Because when we give you guysan answer that goes and makes
you money, that's it.
(22:47):
You're locked in, You're goingto show up, You're going to be
invested, You're going to beengaged and you're going to show
up, You're going to be invested, You're going to be engaged and
you're going to be like, hey,ChatGPT is great to help me, but
Kim and Chris are going to giveme an answer from this
information that I just found.
Right.
And if you're not doing that?
And if you're, I said thismorning on one of my stories.
I said you have two levels ofspecificity.
You've of them.
(23:20):
If you have both, you'rewinning big.
You have to have marketspecification, meaning you
either serve deep with a certainavatar meaning I provide
marketing consulting for Xindustry, right, Like I'm a
marketing consultant fordieticians.
That's one level of nichingdown into specificity.
The second one is specificoutcome, like specific way you
help people but then it can be abroader market, right?
So like, let's say, you'rehelping people with Instagram,
growing your Instagram, butyou're specific to Instagram but
(23:41):
for anybody that wants to growtheir Instagram, but you have at
least that layer of specificity.
The people that are winning bigthat we're seeing are people
that have both layers.
Amber Lida I am so jealous ofAmber Lida because she sits on a
literal gold mine.
She's a marketing businesscoach.
Marketing coach, right, Prettymuch, for therapists that want
(24:01):
to have an online therapypractice.
It's like specificity on top ofspecificity and that's why her
launches she's having historiclaunches, because why the people
that are all in, the peoplethat are in the deep end of the
pool, not dipping a toe in theshallow end, it's money-making
time.
They've got to make it workbecause they're feeling this
pressure of the economy, sothey're finding who they align
(24:22):
with.
They don't have time to besample sizing.
They don't have time to be, oh,I'll try this.
Oh yeah, whip the credit cardout.
This is fun.
Maybe this will work.
Maybe this will work.
No, no, no.
They're very guided with wherethey're spending their money and
they're having to be verycalculated in how they spend
their money.
So you guys are all in, like our, our TBL side upgrades normal
rate.
People wanting to lock inlifetime, wanting to lock in
(24:43):
coaching normal rate.
Because you guys know, hey,it's serious time for me.
Kim and Chris can help me makemoney.
I'm seeing my counterparts golaunch a sales page and make
$10,000.
This is where I need to be.
But if you don't have arelationship and if you're not
specific, you're just noise inthe ether right now.
Yeah, so I feel like we're rantytoday.
Speaker 1 (25:04):
You guys, just you guys just give us a little bit
and it would just go all inright.
Like, you have to come to ourDecember TBL workshop.
It's going to be on the 19th ofDecember.
We're just going to talk aboutour 2025 predictions, everything
that's happening in the market.
We're going to unpack it.
We've been building this for thelast three months of like, what
(25:25):
are we seeing new?
What's trending, what's working?
And there's like two majorcategories guys of like okay,
it's, it's weird right now.
And it's like two majorcategories.
Guys of like okay, it's weirdright now, and it's probably
going to get weirder while wecourse correct and figure out,
how the heck do we fix thismajor problem that we have at
multiple levels, that we've beencarrying for decades in this
country, particularly thefinancial issue with inflation,
(25:47):
and like, how do we, how do weget back to the gold standard?
How do we freaking stopprinting money left and right?
Like our government thinks that, like, we're just going to
print infinitely?
That's a major problem.
How do we course correct interms of like technology and AI,
and how do we like shift gearson censorship but not allow, you
know, a ton of hate speech on aplatform Like, how do you do
(26:10):
that?
Right?
There's just there's so manythings that are happening right
now and what's weird is thatwe're stuck in the crossfire
Like there's a battle right now.
It's spiritual.
I believe it's a spiritualbattle, I think it's an
informational battle, I thinkit's more like a war and it's
also a financial one.
There's three different layersto this right, and so we're
(26:33):
caught in the crossfires becausethe battlefield is online, it's
information, it's media.
That is what's happening andwhat's so weird, because we
don't have a declared war, butwe essentially do, and so
there's just so many layers tothat and, as online business
owners, we have to learn how tonavigate that.
I think a lot of people justare afraid to talk about it
(26:55):
because they'll get crucifiedfor saying the wrong thing, but
at the end, like we're at aplace where we just can't not
talk about it.
You know what I mean.
Speaker 2 (27:02):
Like this has escalated so much.
It's changed a little bit,though.
We got massacred a few yearsago when we started speaking up
about things.
We were a little early.
We weren't wrong, we were justearly.
That happens often for us,unfortunately, that I give full
power, to the full full.
Uh, glory to the holy spiritfor that, by the way.
That's, that's just discernment.
It had nothing to do with usand our own merit, but we got
crucified for some of the thingswe were saying and everybody's
(27:25):
like yeah, I'm so glad you saythat, like it's so true.
Yeah, the enemy has.
The enemy has fully revealedhimself in many ways.
Speaker 1 (27:32):
The energy has shifted, for sure.
Speaker 2 (27:34):
The energy has shifted.
Wokeism is dying, a hundredpercent.
Wokeism is dying.
It was always a demonic thing.
Most of it most of it was washijacked into to a demonic thing
, sorry go ahead, Chris.
But I do think that the sea ofopportunity is absolutely coming
.
I think we are winning back.
Speaker 1 (27:52):
That's what I was going to talk about.
Speaker 2 (27:53):
next we're winning back the culture.
In fact, bible sales were up22% this Black Friday.
Yeah, people are running backto church, people are running
back to God, especiallymillennials.
Because the antidote to chaos isGod's perfect order.
And so people in this chaos, inthis season of chaos, they're
running back, maybe in ways theynever have before.
I can't tell you guys how manyI have friends.
(28:15):
I just attract I'm I'mpolitically homeless.
I'm kim makes fun of me becauseI'm I'm more of like you're
forward thinking.
He calls me a lib, like it iswhat it is you're such a liberal
?
Speaker 1 (28:29):
but I, so I attract friends don't think that I'm
like that person.
Speaker 2 (28:34):
I know, I know but like I have friends that wear
cosmo pants, like tight spandexpants, to go to like hot yoga,
like that's the kind of like Ihave friends that are total bros
that want to go shoot guns withme and then I have guys that
want to go to hot yoga and theyshow up literally with like
cosmic universe I'm not evenjoking.
Speaker 1 (28:51):
He went to take me literally with like cosmic
universe.
Speaker 2 (28:53):
I'm not even joking.
He went to take me to a thirdeye cafe.
I'm not, they're sitting aroundall day trying to.
I don't know.
They were drinking cacao and,um, he gave me the stuff.
It's called uh, it's from likethe top of the himalayan
mountains.
It's supposed to open up your,your, uh, your pineal gland babe
, we're getting down the rabbithole I'm telling you, it's like
I have wide spectrum group offriends here but all of them are
(29:16):
like low-key, like yeah, bro,go trump.
I'm like what?
Like it's been like low-key,it's been like a huge shift.
That I'm like it reallysurprises me.
But I think we're all, mostly,I think all of us coming to
uniformity in conclusion thatlike we've gone too far, like
this has gone too far, and Ithink we're rallying around I
(29:36):
call it the radical middle.
I think we're rallying aroundthat and I think it's you're
starting to see people be likethere are common belief systems
that we hold as a people in thiscountry and this, this, this,
is not it.
And so I think you're going tosee now, with a lot of what's
happening is fiscal policychange, a lot of realignment,
but probably maybe some of thebiggest opportunities that we've
(29:57):
seen, at least in our lifetimes, for sure.
Speaker 1 (30:00):
Seriously though, like for real, the guys like
we're very bullish on businessesright now.
We're very bullish Like there'sgoing to be massive opportunity
, and the reason for that isbecause we're going to see
deregulation like crazy.
When you see deregulation, yousee true market competition and
(30:20):
that brings about a lot of newopportunities, A lot of things
that have been held back, andjust because of overregulation,
you're going to see a lot of themarket just shift and evolve.
If we can figure out how to getthrough maybe the next 12
months of instability and chaos,I think we're going to see just
(30:41):
wow, like economy is going toboom.
We're going to see newopportunities pop up everywhere.
There's going to be easier waysto sell online, which I'm so
freaking excited.
It's interesting we're in acentralization cycle on the
internet and at the same time,in finance, we're decentralizing
and media we're decentralizing.
It's weird.
(31:01):
It's so weird to see this.
But we'll explain and unpackall of that in that workshop,
Unless you guys want us to justkeep talking about that today
and we'll go forever.
But we had planned to continuethe content maps, the content
map, the messaging map.
So let us know, because if youwant to have that conversation,
we will.
We'll just take it wherever youguys want us to take it today,
(31:22):
because it's kind of a weirdsession in terms of timing can
mention regulation.
Speaker 2 (31:29):
Elon said that to launch a spacex missile it
actually costs more and takeslonger to get through the
bureaucratic red tape than itdoes actually build and launch
the missile I know that's insanethat's ridiculous.
That's crazy.
What was it?
The train, the high-speed railin california.
They spent 1.5 trillion and allthey have is 50 feet of
concrete with no rail no, we'renot doing this.
(31:52):
This is insane that is so crazyokay, fam.
Speaker 1 (31:58):
So let us know in the comments do we, do you want to?
Do you want us to keep talkingabout all this craziness, or do
you want us to get back to andfinish um, the messaging map?
I don't mind either way I'mhappy with it.
Speaker 2 (32:10):
Nicole, don't get me started on california I saw
wells fargo announced they'releaving san francisco.
That's a huge deal.
They're a staple of that, thatcity.
That's a big deal oh yeahthat's right, holly's in
california too.
Speaker 1 (32:23):
I forgot about that she's been making faces at us,
so that's why I know that sadman.
Speaker 2 (32:29):
It's a freaking beautiful state, my goodness.
Speaker 1 (32:32):
But I have hope.
I have hope y'all, I have hopePeople know what's going on.
All right, fams, I hope thatyou enjoyed it.
That was it.
That was the clip.
Let us know by texting.
You could literally click onthe link that says text me
underneath every single of ourepisodes, whether you're
listening on Spotify orlistening on Apple podcast or
(32:54):
any of the other podcast playersand let us know.
Would you like for us to have adedicated segment on the podcast
where Chris and I unpack what'shappening right now in the
world culture, politics, uh, youknow, technology, finance,
everything that's impacting theonline space, like how it
actually impacts the onlinespace, what it is that you need
(33:16):
to be preparing for and shiftingand pivoting in your business
as a result, so that you canstay ahead of the trends.
Let us know, we'd love to hearfrom you Again.
You can use that link to textour inbox directly here on the
podcast.
I can't text you back, but Ican read all of what you send
through our fan mail.
We love you, we're blessing you,we're excited for what's to
(33:38):
come in this season, despite thechallenges that have, you know,
really been upon us the lastfive years, but especially the
last probably six months hasbeen really rough for a lot of
people in the online space, yetwe are still very excited about
what's to come.
There is more opportunity thanever on the horizon, and so I'm
(33:59):
excited to get through maybe thenext couple of months of shifts
and changes that are probablygoing to be a little painful,
but in the end it'll all be well, and we know that because our
ultimate faith is in JesusChrist, and that is the most
amazing part of this whole story.
So I love you.
We'll see you in the next one,un beso.
(34:20):
Bye for now, thank you, you.
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