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October 5, 2025 34 mins

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Text Me A Question!

The rules of online growth have changed—and the creators winning right now aren’t posting more; they’re selling smarter. We break down how a modest podcast can pull tens of thousands in revenue from just a handful of episodes by aligning message, medium, and a simple path to buy. No gimmicks, no 30-day nurture marathons—just content that speaks to solution-aware buyers who are ready to act and a clear invitation that respects their time.

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_03 (00:00):
You should not wait, like there's this mental trap
that we fall into.
We're like, oh, we gotta beconsistent and then we sell.
But really, you need to show upconsistently and sell, not then
sell.

SPEAKER_01 (00:11):
Amazon made it easy, you should make it easy too.
It's not a cautious thought theyhave, but it's they've we've
been so conditioned because ofthings like Amazon, where
they've made it simple to buy,hence we should take advantage
of that.

SPEAKER_03 (00:21):
It's like, really?
So you need thicker skin and youneed to be able to be like,
listen, it doesn't matter what Isay, someone's gonna be upset
with it.
Someone's gonna it's not gonnasit well with somebody.
No matter how much you curateyour words, you might as well
just be real.
What's up, Amelia?
It's Kim and Chris.
And you're listening to theBusiness Lounge Podcast.

SPEAKER_01 (00:39):
In each episode, we'll break down all the latest
in online marketing, give youall the details on what's
working now to turn your contentinto customers, boost your leads
in sales, and scale yourbusiness fast.

SPEAKER_03 (00:50):
All without compromising on what you care
about most.
Faith, family, and freedom.
And listen, it's all real, raw,and unfiltered.
So let's start the show.
Hi guys.
We missed you.
It has been a crazy seasonbehind the scenes for us.
We have been working hard onsome new projects, some exciting

(01:10):
things.
Um, and then also going throughsome life stuff that we'll tell
you about maybe at some pointwhen we have like December
should be the month of like justpersonal stuff.
Yes, we'll settle.

SPEAKER_01 (01:19):
Yeah.
But um First of all, let mepause because people start
assuming some things.
Oh, that's true.
I'm pregnant.
Kim's not pregnant.
Everybody always says it's likefour like Kim can be gone for
two days, and people are like,is she pregnant?

unknown (01:29):
I know.

SPEAKER_01 (01:30):
So I get it.
Like people that care about uswant to see us have states.
We're working in that direction,I promise you.
So I just wanted to make surethat's clear.
We're not on like the verge.
Kim and I are fine.
Our relationship is good.

SPEAKER_04 (01:40):
No one canceled us based on recent events.

SPEAKER_01 (01:43):
Life has just been life in.
Yeah.
The devil's been on the prowland it's hacking.

SPEAKER_03 (01:47):
Absolutely.
But we're good.
But we're good.
We're just busy and and we'rebuilding some cool legacy
pieces.
Yes.
We're writing a book.
We've been releasing a brand newplaybook.
Yeah.
We just finished our AI tool.

SPEAKER_01 (01:58):
Yeah.

SPEAKER_03 (01:58):
Did a whole new workshop, cut into customers'
workshop.
So it's been crazy.

SPEAKER_01 (02:03):
But I think it speaks to, I want to say
something.
I think it speaks to the natureof what we always talk about,
which is your content shouldn'trule your life.

SPEAKER_04 (02:10):
True.

SPEAKER_01 (02:11):
Like YouTube has been our jammy jam forever.
And our we have actually grown.
In fact, we've monetized ourYouTube more than we ever have
before.

SPEAKER_02 (02:19):
Not this channel.

SPEAKER_01 (02:19):
Not this channel, my main channel.
Kim's primary channel.
But this channel still has beengrowing because one of our
episodes did well.
People seem to resonate with it.
And we're here we are, right?
And so we don't have like 500subscribers at the moment
recording this.
So it's not massive, uh, whichwe're gonna get there, but it
has been wildly profitablebecause we're on message and
we're positioning the messagingaccordingly.
And so, Kim, uh, I think we weretalking about earlier, but it's

(02:42):
been one of our most profitablenew things that we've done in a
while.
And I know that might be like,let me put that in perspective
for you.
It's made us in six episodestens of thousands of dollars.
I won't say a specific number,but tens of thousands, not like
ten thousand, like tens ofthousands of dollars uh from six
episodes.
And people, they are wanting tojoin coaching with in our group

(03:02):
coaching or whatever, becausethey're hearing what we have to
say.
We're like, I like I want in onthis.
This is cool.
So again, it kind of speaks towhat we always preach and teach
to you guys.
Consistency is part of it.
I'm not saying, right, but itshouldn't rule your life at the
same time you do.

SPEAKER_03 (03:13):
You're not saying what about consistency?

SPEAKER_01 (03:15):
I'm not saying it's not I'm not saying like, oh
yeah, be like us, you know, begone on your content for three
months.
Like that was a rare situation.
We're usually on it, right?
We're usually on it.
We're we're not terrible, butwe're not, but but we're not
like at midnight being like, Igotta put five more stories or
something.

SPEAKER_03 (03:29):
Here's why we have been doing this for 12 plus
years, and we have a lot ofcontent that we repurpose and
use.
Exactly.
So we can take extended lengthof time off and do life because
we have the luxury, because webuilt a business, we built an
audience, we've built systemsthat continue to bring us leads
and sales, even if we're notpublishing new stuff.

SPEAKER_01 (03:50):
Thank you for thank you for helping me finish my
thought, by the way.

SPEAKER_04 (03:53):
He interrupted himself, but it was so good that
I needed to be like, what do youmean?

SPEAKER_01 (03:56):
Kim's like you're always making really good
points.

SPEAKER_04 (03:58):
You are.

SPEAKER_01 (03:58):
And then you're just part of your brain will
interrupt the other part of yourbrain, and you forget to drive
home the point you're making.
And it was actually like areally good point we were gonna
make.

SPEAKER_04 (04:06):
I know.

SPEAKER_01 (04:07):
And you don't because you're assuming that I
everybody knows what you'reabout to say, so that you've
already landed it, but you havealready taken you didn't land
this plane before you starttaking another plane all.

SPEAKER_04 (04:15):
Y'all, if y'all are ADHD like Chris is, you will
absolutely relate.
Like he sends me the funniestvideos and memes about being
ADHD.
Like, I literally die because ofthe accuracy is insane.
Yeah.
So, in if you're in our coachinggroup, you already know Chris is
going to do this a couple oftimes, but that's fine because
it's gonna be all good enough tobe like, okay, I am following.

SPEAKER_03 (04:35):
I'm following.

SPEAKER_01 (04:35):
Sorry, just bear with me.

SPEAKER_03 (04:37):
Oh, it's awesome.
Okay, fam.
So today's episode, we areopening up with something that
we haven't talked about in allthe episodes we've done this
season, which is content.
We gotta talk about content.
Y'all, everything has shifted,everything has changed with
content.
It's wild to see, and it's oneof the main reasons that we came
up with the content to customersmethod.
This has been something we'vebeen really teaching and

(04:59):
preaching for over a decade, butit just so happens that things
have shifted so much thatthey've made content to
customers possible in ways wedidn't even think are even
possible.

SPEAKER_01 (05:12):
Yeah, yeah.

SPEAKER_03 (05:13):
2025 is the year, and it's blowing our minds to be
like, oh, we had the rightmessage and the right method,
um, and clients were, you know,our clients were quietly getting
results, but just now theconditions in the market have
aligned so much that people arelike, oh, I'm ready for that.

SPEAKER_01 (05:29):
It feels like a Super Bowl season for us.

SPEAKER_03 (05:30):
Yeah, it does because if we listen, here let
me explain.
When we talked about contentconsistency, everyone would
listen.
Content creation, everyone wouldlisten.
When we would talk about makingmoney from your content,
everyone would literally hit thesnooze button and hit next.
Yeah, no one wanted to makemoney from their content.
They just wanted to get popular.
Um, and we've hit, I think, theplace right now in the market

(05:54):
where people are tired ofchasing the vanity.
They're tired of posting fivetest reels a day.
Thank you.
It's the burnout is at anall-time high.
And finally we're like, oh, Kimand Chris, they were telling us
about this conversion thing.
Maybe this makes sense.
So we're super pumped to talk alittle bit more about some
content traps, some mindsetthings that come up, what has

(06:15):
changed in the content spacethat is making this possible,
but I'm I'm excited.

SPEAKER_01 (06:19):
Yeah.

SPEAKER_03 (06:19):
It's like our Super Bowl season.

SPEAKER_01 (06:21):
It is.
Yeah, and there's some societalstuff too.
Uh like, you know, Amazon likeset this table.
Yeah.
So like we, you know, we've beentalking about it.
You don't need like some longthree-hour webinar anymore.

SPEAKER_03 (06:31):
And that's, I think that's the first shift.
Yeah.
Shift number one.
You do not need 10,000 steps inbetween your content and selling
stuff.

SPEAKER_01 (06:39):
You'll actually get a lot of clicks and no no
purchases.
Yeah.
Because if the topic is what Imean by that is if the topic is
relevant, people are like, ooh,and then you're making them wait
and they're like, ooh.

SPEAKER_05 (06:49):
You know, like stop like that's a good thing.

SPEAKER_01 (06:51):
You know, so they're like, oh, I'm excited, what do I
buy?
And then they're like, oh, Igotta go to the webinar.
You know, so like they're justnot, they don't want to go
through your three-week launch.
Yeah.
They don't want you, like, we'rein a very solution, what we call
a solution aware market now,because this big wave of like
this new opportunity that wasdoing business on the internet,
uh, and be like, oh, what isthat like?
That sounds fun.
Like, I want to see what that'sabout.
And then they're getting excitedabout it, right?
Like, oh, I could make money onthe internet and do through

(07:13):
content.
And so let me just be consistentand then I could be a and then
now it's like I've tried it,I've done it, I've been a part
of it, I want to make money, Idon't want to watch a webinar.
Just sell me something.
Yeah.
Like that's seriously, and it'sso important.
We talk about problem andsolution aware all the time.
Shout out to Eugene Schwartz,man.
That guy's a G.
This is who invented this wholeupside model of problem solution
aware.
This and that.
We won't go too nerd on you.
Uh, but really, everything we dois through the lens of problem

(07:34):
and solution aware first.
And there's some others too, butthose are the main two.
Um, but yeah, everybody'ssolution aware.
And then also on top of that.

SPEAKER_03 (07:41):
What does that mean?
Can you just break it down realquick?
Like, what is solution awareversus problem aware?

SPEAKER_01 (07:44):
Yeah, so problem aware is um, okay, so we we gave
an example to our clientsearlier, right?
So, like one of them, we weretalking about uh shelves for
like your kitchen shelves orwhatever, right?
And so if you don't, if you areat a point where you're like,
oh, I need to I need a place tolike put all my stuff, like I
don't know where to do it.
Like, oh, well, I have like,have you thought about shelves,
right?
And you could put these shelveson your wall and like blah blah
and then oh shelves, that works,right?
But then what happens?

(08:05):
When when millions of companiesrealize that people want
shelves, right?
Then everybody has shelves.
And then you have to starttalking about why your shelves
are different.
In other words, why your shelvesare the right shelves for them.

SPEAKER_03 (08:16):
They're better, right?

SPEAKER_01 (08:17):
Why they're better.
And so you're gonna talk withspecificity to the differences
of your shelves, like they havethis and this, and they're like,
you know, certain materials andthey're not gonna, you know,
get, you know, rusty or they'renot gonna fall.
They have a certain weightcapacity, right?
Whereas if you're talking aboutproblem-aware people, it's just
the fact that they just want aplace to put their stuff.
They're aware they have aproblem, they're disorganized or

(08:37):
whatever the case may be, andthey're like, oh, that's
exciting.
That's a good idea.
Let me invest in that.
I'll just buy whatever becauseit sounds like a great idea.
But when you're solution aware,people are gonna be a little bit
more meticulous in in duediligence, they're gonna figure
out what the best things are,what their best prices, right?

SPEAKER_03 (08:51):
They're gonna compare you to an existing.

SPEAKER_01 (08:52):
They're gonna compare you, they're gonna go to
Amazon and they're gonna look atall the reviews who has the best
reviews, right?
So, like when you're deeplysolution aware, it just changes
your messaging in terms ofpresentation.
And that's what's happened is weare in a solution aware market
cycle in online business becauseeverybody has bought a course,
they've gone through a webinar,they've gone to a three-day
workshop, they know what's gonnahappen at the end of it.
They know you have some bigfancy surprise at the end, but

(09:13):
really you're just gonna sellthem something.
They know if they get an emailfrom you, they're gonna probably
get something that sends them tosomething that buys something,
right?
They know that.
So quit playing that gimmick.
Just lean into where themarket's at.
Be thankful that people likeAmazon like made an environment
where people are like, yep, wantto buy, yep, want to buy, yep,
want to buy.
Because that's c that hasliterally conditioned their
brains to be like, yes, I wantto buy.

(09:34):
And I'm used to buying things onthe internet, so don't make me
go through all these hoops.
Amazon made it easy, you shouldmake it easy too.
It's not a cautious thought theyhave, but it's they've we've
been so conditioned because ofthings like Amazon, where
they've made it simple to buy,hence, we should take advantage
of that.

SPEAKER_03 (09:46):
Yeah, I agree completely.
And so, like, if this is likebreaking your brain a little
bit, let's slow it down and justtalk about, no, you're good.
I just I want to talk about, Iwant to talk to everybody and we
not understand.
So we're talking about levels ofsophistication, right?
Once a market becomes saturated,which is most markets in the
online space, there are a fewexceptions.
Like we have some clients whoare still crushing their

(10:08):
problem-aware messaging.

SPEAKER_05 (10:09):
Yeah.

SPEAKER_03 (10:10):
What we're talking about is the environment that is
created when it is a saturatedmarket necessitates
differentiation.
That means you need to stand outfrom your competition.
You need to talk about what youdo in a way that acknowledges
that people have already tried abunch of things that haven't
worked, that people have alreadygone through the courses, gone
through the webinars, gonethrough the five-day challenges

(10:32):
and they're looking forsomething new.
Yeah.
And you position what you sellaccordingly.
However, that feels very, it canfeel very complicated.
It's not.

SPEAKER_05 (10:40):
It's not.

SPEAKER_03 (10:40):
What we're talking about in the context of content
is saying, listen, people don'tneed, like Chris said, the 17
steps from the time that theyactually find you on Instagram
or they listen to your podcastto the time they buy.
Yeah.
They don't need it.
They're not needing a crazynurture sequence.
They're not needing a five-daychallenge, they're not needing a

(11:01):
webinar.
Not that webinars don't work.
We still use webinars, but thereis a level of sophistication
where people don't have thecapacity or the appetite to go
through 30 days of emailsequences before they're ready
to buy.
They want to hire you now.
And if you can actually flipyour content into a sales
engine, which is our content tocustomers method, you are going

(11:21):
to win.
It's going to be simpler, it'sgoing to be easier, it's going
to be faster, and you're goingto make way more money than if
you have to go through all the17,000 steps and get all the
tools and set up all thefunnels.
Not the funnels don't work, butthey're not necessary like they
used to be.

SPEAKER_01 (11:36):
Yeah.
It's supportive of, but notnecessary.
Before it was necessary.

SPEAKER_03 (11:40):
Right.

SPEAKER_01 (11:40):
Now it's just supportive of because you're
going to get the laggers thatdidn't actually buy, and it's
just a reminder for but for thepeople that didn't.
Whereas before you weren't goingto make sales if you didn't have
it, right?
Because you had to continue tohype them up.

SPEAKER_03 (11:49):
So I think that's content shift number two.

SPEAKER_01 (11:50):
Yeah, shift.
But let me tell a quick story onthat.
Go for it.
So I want to speak to, becauseKim mentioned something I want
to make sure you guys really,really take this in because it's
so important.
Um, because it was such a goodpoint she brought up.
We had a client that all we didwas work on her positioning,
meaning she needed to be moresolution aware and speak to that
with clarity.
Whatever that psychology, we'rethinking about we're talking
about marketing psychology atthat point, right?

(12:12):
How you interface that, meaningwhat medium you're using,
whether that's podcasts, whetherthat's email, whether you've got
a blog, whether you've gotYouTube, you just use Instagram,
whatever.
In LinkedIn, I've got anexecutive coach, he's crushing
it on LinkedIn.
Once you figure out what thatpositioning looks like, she got
uh from one carousel post sixnew applications.

SPEAKER_03 (12:29):
To her six thousand dollar coaching project.

SPEAKER_01 (12:31):
She made over 20 grand in like a week.
And from one post.
Yeah, and it's not, and let mebe let me clarify, it's not like
this was happening before that.
Right.
It's not that she wasn't gettingno, she wasn't it wasn't she
wasn't dry, like it wasn't shewasn't getting any leads at all,
but this was abnormal to getthat many leads from a single
post and it was from a carouselpost on a multi-thousand dollar
program.

SPEAKER_03 (12:48):
And all we did is we changed how we were having her
talk about what she did.
It's that simple.
Yes.
Um, and so one of the thingsthat you can think of and take
away from this first or thesecond shift really, um, is
okay, so if the first shift isproblem aware of the
sophistication level and thesecond shift is a shorter sales
cycle, then you really want tothink about, okay, if you are in

(13:11):
a industry or a niche that ishighly saturated, how do you
speak to someone and talk abouthow your solution is different
or better?
And I think that leads intoshift number three, which is you
have to dial in your messaging.
The biggest thing you can dowith content right now is speak
to a very specific person abouta specific problem that they

(13:32):
have and the unique solutionthat you offer.
If you are niched down andyou're speaking to the one
person instead of all the manydifferent people, you're going
to activate in them thisexcitement and this desire to
buy your offer that willsupersede any five-day
challenge, any webinar, any30-day uh email sequence.

(13:53):
Not to say those things are bad,but they're not necessary.

SPEAKER_01 (13:56):
We're in the we are in an environment of answers,
not information.
100%.
People want, and what and andyou may think that I'm talking
about like actual information,like I'm giving you, like we're
giving you guys advice, right?
That it's beyond that.
They want an answer in aphysical product.
They want the thing, they don'twant to buy, they bought the 12
things that didn't work.
They want the one thing that'sthe answer for the thing they're
trying to solve.
We're talking abouttransformation and outcomes

(14:16):
here.

SPEAKER_05 (14:16):
Right.

SPEAKER_01 (14:17):
And so that's what they want.
They it's it we have informationoverload, we have answer
underwhelm.
Like Exactly, you know?
So like they want the answer andthat we're exhausted.

SPEAKER_03 (14:29):
Which is why ChatGPT and AI is so popular.

SPEAKER_01 (14:32):
Yeah, it is.
Because it's like, I don't Idon't want to have to look to
Google, I don't want to have todo this, I don't want to.
I'm overwhelmed.
Just tell me what I need toknow, tell me what I need to
buy, give me the thing that Ineed to fix the problem.
We're overwhelmed, we'reexhausted, we've been bombarded
with information.
And so again, this speaks towhat we were talking about
before.
They don't want to sit throughyour webinar, right?
They want to get an answer forthemselves.
And so that's why we're seeingfor us like coaching is just

(14:52):
like it's a huge, we weren't acoaching business.
Now we're coaching hybrid.
We still have the the membershipas a capacity in what we'll be
in our product suite.
But people that come in, theywant coaching.
If it's not accessible becausethey're too early in their
journey, okay, they'll they'lltake the membership.
But that's not where they comein.
We used to come in through themembership and then they would
send to coaching.
Right.
And we wouldn't even offer itunless it really made sense.
Now it's like, no, I want what Iwant and I want coaching and I

(15:13):
want an answer for me, and Iwant to talk to Kim and Chris
directly.
And so, like, use that to your,again, another thing you can use
to your advantage.

SPEAKER_03 (15:19):
A hundred percent rotat across the board.
So it looks at basically all thedifferent institutions and how
people feel about thoseinstitutions.
Yeah.
From uh business to governmentto media to NGOs.
Like we're looking atrecord-breaking low trust levels
from almost historical.

SPEAKER_01 (15:38):
Recorded.

SPEAKER_03 (15:39):
Right, recorded.

SPEAKER_01 (15:40):
Lowest lowest recorded.

SPEAKER_03 (15:41):
That means that we have to adapt and we have to
understand the culturalconversation.
Yeah.
You know, I think we've talkedabout this before.
People get upset that we talkpolitics or that we talk economy
or that we talk about worldevents.

SPEAKER_01 (15:53):
Or they think that they think we're gonna sabotage
our business by talking aboutbig mistakes.
Dude, you would not believe howmany people reach out and they'd
be like, I'm joining yourprogram because you speak the
truth as you know, the the asthey see it too, right?
Um, and you stand up for yourvalues, you say it like it is,
you know, you're super, superdirect.
And they like for every personthat we turn off, I would say

(16:13):
there's probably three that arelike, I love them.

SPEAKER_03 (16:15):
I think there's a hundred.

SPEAKER_01 (16:16):
Do you think it's that many?

SPEAKER_03 (16:17):
A hundred percent.

SPEAKER_01 (16:17):
Well, it's true because we don't hear from
everybody.
Yeah.

SPEAKER_03 (16:19):
So well, I mean, but we see it in the data.
When we when we send an email,you know, there might be like 20
responses that are negative,yeah, and then 3,000 that are
positive.
True.
So it's one of those thingswhere like you gotta enter, even
if you don't want to enter thecultural conversation because
you're not courageous enough todo that, right?
We I hear from women all thetime who are like, I I'm afraid
to talk about I'm here for it.

(16:40):
It's true.
You're not courageous enough.
It's that's a that's a fact.

SPEAKER_00 (16:43):
Dang.

SPEAKER_03 (16:44):
Um sorry, but it's true.

SPEAKER_00 (16:47):
She just casually just dropped that bomb.
Yeah, well, you even if youdon't want to, because you're
not courageous.

SPEAKER_04 (16:51):
Because you're not am I wrong?

SPEAKER_00 (16:54):
Savage.

SPEAKER_04 (16:55):
Sorry, gotta tell like it is.

SPEAKER_00 (16:56):
I'm here for it.

SPEAKER_03 (16:57):
Um like you know, I'm off my dream.
No, sorry.

SPEAKER_01 (17:01):
Uh-even if you're not willing to enter the
culture.

SPEAKER_03 (17:03):
Even if you're not courageous enough to enter the
cultural conversation, meaningspeak out about your beliefs,
speak out about your faith,speak out about what you
actually think about currentevents, you need to be
authentic.
And you have to understand thatauthenticity five years ago is
not the same thing as now.

SPEAKER_05 (17:18):
Yeah.

SPEAKER_03 (17:18):
Especially in the in the female space.
You know, authenticity was like,let's be ultra vulnerable and
TMI and show ourselves sometimesnaked on Instagram.
And that is, you know, you're soauthentic.
Remember, we screenedauthenticity from the
mountaintops.
But the minute you say somethingthat doesn't align with someone
else's values, you'll getattacked.

(17:39):
And so you can be, according tosociety, right, or at least one
side of the aisle, you can be,you're supposed to be authentic
as long as it, you know, fitsthe bill that they have
committed.

SPEAKER_01 (17:49):
As long as you follow a rulebook that's, oh,
how long are our rules now?

SPEAKER_03 (17:52):
Yeah.
So my point is this this is mypoint.
If you're going to not enter thecultural conversation, you have
to be willing to take criticismjust for being your authentic
self.
Meaning little things.
You know, the internet ishypersensitive.
People are hypersensitive.
But I remember listening toJackie Hill.
You know, she is a pastor, she'sa preacher, and she talks about
how, you know, she's like, Icould say anything, like the sky

(18:15):
is blue.
And there'll be comments ofpeople being like, well, the sky
is blue.
It's not always blue.
And it's like, really?
So you need thicker skin and youneed to be able to be like,
listen, it doesn't matter what Isay, pe someone's gonna be upset
with it.
Someone's gonna, it's not gonnasit well with somebody, no
matter how much you curate yourwords, you might as well just be
real.
And what that means, and itstarts with is just simple

(18:36):
content.
If you feel scared to speak up,or if you're scared to be your
authentic self, then lower yourproduction value.
At the very least, startcreating content that is simple
and really, really authenticbecause the opposite of that is
acting polished andultra-incorporated.
But people are gonna reject thatnow.

(18:57):
People have that from mainstreammedia.
That's the content they're usedto.
It they are literally allergicto it, and they will feel like
they will sniff it instantly.
Yeah.
So instead of having thefanciest production studio and
ultra aesthetic photos, justtake selfies, just take do your
videos with your phone camera ifyou need to.
Get content out there.

(19:17):
And what is positive about thatis that it's so much easier to
produce, it's so much easier tocreate.
You can create more faster withless energy than you used to
before.

SPEAKER_01 (19:26):
So uh Kim, what Kim said is so important, guys.
Like so important on all on allfronts.
Um and I know I'm biased, but Iseriously it was really good.
I appreciate you.
So um people, the level ofdistrust they people are
associating curated andoverproduced with lies.
Yes.
Because they media state,because and that's on both
sides.
That's it, that's just some youknow, Margo statement, whatever,
right?

(19:47):
Like that's a real that's onboth sides of the political
aisle.
All people are to the pointwhere they there's a level of
distrust we've never seenbefore.
Now that is represented uh withcurated, overproduct,
overproduced, Disney, Netflix,right, you name it, right?
Whatever it is, it'soverproduced.
And so people associate thatnow, they don't know it.
It's just subconscious, this isall this is all unconscious to

(20:07):
them.
Uh, but but that's what it is.
So when they see things likethat feel like Rogan or like
Theo Vaughn or like the themillion TikTok things that
they've seen, right?
Like they they feel like thosepeople are actually telling them
the truth and it feelsauthentic.
Absolutely.
And so this is your season to beable to tap into that and to to
run with it.
In fact, I created um we'rewe're doing ad creatives, right?
And I was just I had an idea,like midnight, which and Kim

(20:29):
laughs at me.
It actually kind of turned itwas actually kind of funny.

SPEAKER_03 (20:34):
This is ADHD, you know?
Yeah, this is chilling watchinga movie.
He's like, I need to go recordan ad.
Yeah, yeah.

SPEAKER_01 (20:39):
I gotta no for real.
So I went and I recorded it, andI just did it with my phone and
I put a road like remote uhlavalier mic on my shirt, and I
just put a hat on because myhair was a mess.
And I was like, I know it soundslike a really girly statement,
but my hair looks stupid.
I looked, I looked ridiculous.

SPEAKER_04 (20:54):
My hair was a mess.

SPEAKER_01 (20:55):
I looked stupid.

SPEAKER_04 (20:55):
LOL Chris.
There's one thing the differenceof your hair being a mess and
actual hair being a mess.

SPEAKER_01 (21:01):
No, okay, but I looked like I had, you know,
kind of went down a wrong path.
You know what I mean?
In life.
That's like it did look good.
Okay.
So, anyways, um I I just put ahat on and recorded it.
I probably took me like 20minutes.
There's no script, no script.
I just kind of knew my talkingpoints, bullet points, recorded
it, put it into D scripts, useUnderlord, did some stuff, ran
it, and it's running as an adtoday.

(21:22):
I think I spent, what, an hourtotal?

SPEAKER_03 (21:24):
Maybe.

SPEAKER_01 (21:25):
Maybe, maybe.

SPEAKER_03 (21:26):
Whereas that would have taken you you would have to
script the whole thing, makesure the right words went in it,
that you can write.

SPEAKER_01 (21:32):
Get the Canon cameras out, multiple shots,
multiple angles, the stabilizerfor the camera, so we can get
some B.
What can you shoot?
You know how many times I show aB-roll for Kim where I come in
or her for me, where we come inand we're like, you have to
slowly like over the showtyping.
This is the content creatorthere.

SPEAKER_04 (21:49):
I've tried to be a content creator and it didn't
work out.

SPEAKER_01 (21:51):
Like we have to go do a photo shoot where we're
like doing these poses likewe're working and stuff, like,
oh yeah, I'm a businessprofessional.
You know, like nobody wants thatanymore, guys.
It's repulsive.

SPEAKER_03 (22:00):
That's the problem is that we're operating with
2019 rules where like that eraof Instagram and that era of
social media was like, let's beso cute and polished.
And I I hear from clients whoare like, oh, bring it back.
I miss it so much.
Here's the And I get it, but thenew thing is easier and it's
simpler.

SPEAKER_01 (22:18):
Here's the thing.
Kim and I are talking about thisyesterday, um, because we were
looking at we're we're there's acouple investment properties
we're looking to buy um homes.
And builders are always late.

SPEAKER_04 (22:26):
True.

SPEAKER_01 (22:27):
These people are they're multi, they're I mean,
they're huge companies.
But late multi-billion dollarcompanies.
They're late to the trends.
They're put selections in thatare five to seven years dated.
And we stay on top of it becausethat's it's like kind of a hobby
for us.
We go out, we like looking at, Imean, on the weekend we
literally like go look at housesreally.
All the time.
Like, what do you want to do?
Let's look at the house.
We should go have fun.
Let's go look at houses.

SPEAKER_05 (22:47):
Yeah.

SPEAKER_01 (22:48):
So, anyways, um, yeah, they're behind.
And here, that's and I I'mmaking a statement here that's
true, I think reflective ofsociety.
People are afraid.
There's not many leaders in theworld.
People are afraid to be seen.
They're afraid, and we've beenconditioned this way.
They're afraid to make amistake, they're afraid to stand
out.
That's why people won't ask astupid question.

SPEAKER_05 (23:08):
Right.

SPEAKER_01 (23:08):
Like they because they don't want to stand out.
They want to kind of like mostpeople want to be in the
background.
They don't they want to blendin, they don't want to stand out
because we've been taught for solong that that's like disruptive
behavior, or you know, that'sembarrassing, or there's some
shame, or it's unacceptable,whatever.
And so a lot of people, uh, andI with clients of ours that have
more of like a cutting-edgetechnology, I'm like, you have
to know who you're selling withthis.

(23:30):
Yes.
Because if you go to the lowerlevel guys, they ain't gonna
risk the biscuit because that'stheir job and they're not gonna
do anything that risks theirjob.
Now, that don't think that's notgonna bleed into personal lives,
only it's gonna lead into thedecisions that people make.
People are gonna become riskaverse in all areas in that way,
right?
So there's few people that arewilling to actually take a lead.
The reason, let me tie it homehere.
Let me land this plane.
The the reason that that appliesto you, don't find yourself

(23:52):
because of that naturalpropensity, being very behind
when it comes to the things thatare happening in your industry,
because you have a uniqueopportunity if you follow the
right people and you stay on topof what's happening, like we've
done with real estate, to get itto get way ahead.
And you have the opportunity tocut through the noise and
everybody else is still playingan old game, a 2019 game.

SPEAKER_03 (24:09):
Yeah.
And I think that that's been themost challenging thing for our
clients is getting them to adoptthis new mindset of like, guys,
it's 2025, it's not 2019, right?
We got to play by differentrules.
You do not need to have 17ultra-curated photos of you on
Instagram.
That's not what convertsanymore.
No.
Um, hey, by the way, long formcontent is the thing.
Uh, short form, yes, you can,you know, wing it and play by

(24:33):
those rules, but remember thattrust is low.
Yeah.
It's really hard to trust low,to trust low, to build trust
when it's this low.
Yeah, it is using a 90-secondreel.
It's just hard, right?
It's gonna take so many, much,so many more touch points.
So it doesn't mean people aren'tgonna hire you.
It doesn't mean that they're notgonna buy from you directly from
Instagram.
People buy from us directly fromInstagram all the time.

SPEAKER_05 (24:53):
Yeah.

SPEAKER_03 (24:53):
But the reality is that if you can and you want to
actually double down on what isworking right now, I would go
long form.
I would go a style like this.
That's why we launched the videopodcast.
Yep.
Um, it's why we're riffing andwe're not ultra cutting
everything.
There's no script.
Um, you know, I just come onhere and sometimes I don't even
do my hair.
I'm kind of like, hey, this isjust me today.

(25:16):
It is what it is.

SPEAKER_01 (25:16):
That's why you guys know it's my habit to do my
hair.

SPEAKER_03 (25:18):
Me too.
I mean, this helps a lot.
But it's also great placement.
Um, but the reality is that iswhat's working the best.
It doesn't mean you can't dosocial media, but you can't
remember taking freaking photoshoots of yourself.

SPEAKER_01 (25:31):
No, no, no, you're wasting your time.

SPEAKER_03 (25:33):
Holding laptops in 2025.
Like we are beyond that.
No one wants to see you post itand pretending like you're
walking down the street in yourcute little outfit.

SPEAKER_04 (25:44):
That's not the game.

SPEAKER_01 (25:46):
Out onto the oceans with this, like this.
Dreaming dreaming of my nextmove.

SPEAKER_03 (25:53):
And listen, it's not that camera if that's your
brand, people like.
No, please stop if that's yourthing.
I'm gonna tell you just please.
Like, please don't do that.

SPEAKER_01 (26:02):
This is savagery.
Please stop.

SPEAKER_03 (26:04):
But um, there is a chance to be real, and that
could just be pulling out yourphone.
You know, what are the ads thatare working right now?
People in their cars shootingtheir ads.
True.
Like they just, you know, aregoing through the pickup line at
school for their kids andthey're just sharing a message.

SPEAKER_01 (26:17):
We have a mentor, he's taken it too far.
Um, but he's too far.
Michael Scott, if you don't knowwhat we're talking about.
It's a lot, man.
So I feel like you're laughingif you remember what we're
talking about.
But uh yeah, he go went way toofar.
So like he went and moved to afarm.
I mean, like straight up.
Like he records videos now withlike like he literally looks
like he just finished running atractor.

SPEAKER_04 (26:38):
Love him.
He's a going through a mid-lifecrisis.

SPEAKER_01 (26:40):
It's it's a little off.
He's brilliant.
He really is.
But he's I love him.
But it's too he is projecting,but it's it's too far real,
right?
Like, so so the premise isstrong, but it's like a crazy
knee-jerk reaction.

SPEAKER_04 (26:55):
What do you mean it's too far real?
Explain that.

SPEAKER_01 (26:57):
So I think we are moving in a real, like, you
know, a return to realdirection.

SPEAKER_03 (27:01):
What you're talking about is that he is anti-AI and
he's moved his family to a farm,and now he's he has grown a
beard and is acting like he's afarmer.

SPEAKER_01 (27:10):
Yeah.
When he's not well, and I getit, he's right.
He's not wrong.
He's not wrong.
It's like he sees what's comingbecause he's really smart and he
knows what's coming.
Um, and in all the things we'retalking about, because AI is
gonna literally do a lot ofthings in the world and change
in ways I think don't peopledon't realize.

SPEAKER_03 (27:23):
I agreed.

SPEAKER_01 (27:24):
Uh, but I think though that you can return to
real but still use the moderntools that we have today.
In other words, what I mean bythat is what Kim's talking
about, what we're talking abouthere.
Like, sure, just be more realwith your production.
Be more real on your Zoom.
Don't show up and be like,what's up?
Like, that's just that's out.
That's not gonna work.
The curated stuff, it's notgonna work.

SPEAKER_03 (27:42):
Here's a don't have an alter ego because that's what
a lot of people online do.
They build an alter ego.
Yes, they put on a facade thatis not who they are, and people
can smell that now.
Yes.
Before it worked because youwould do your little song and
dance and people would getexcited, but now people see
through it.

SPEAKER_01 (27:56):
But people are consuming real uh mediums like
long-form YouTube at levelswe've never seen before.

SPEAKER_05 (28:04):
Yeah.

SPEAKER_01 (28:04):
Right?
So to think that you have to gofull analog and you can't even
use digital tools or be in adigital environment, or like
your coaching has to becompletely local and you can't
use like meta ads, they don'twork anymore, or like content is
a waste of time, or whatever.
And I'm not saying this personspecifically is doing that, but
the premise of what he's doing,uh of going to real is is is
accurate.
I think he just like went toofar on the severity of that.

(28:25):
Um, and maybe he'll and I thinkI'm starting to see him come
back a little bit, by the way,on that.
Like for real, for real.
Uh, but for you guys, the ethosof that still is true, it still
remains.
And so just be real and forgiveyourself and give yourself some
grace for not being theprofessional.
That was always an impossiblestandard, anyways.
It was always you were nevergonna be able to create content
to the degree that the peoplethat you watched did, unless you

(28:47):
went and spent a half milliondollars in payroll, right?
To be able to have a team uh todeploy a team to actually do
that.
So this should be good news foryou, yeah.
Like people want that.
And now, coupled with that, youcan supercharge those real
efforts with like what I didlast night with these cribs and
and they barely notice.
They don't notice.

SPEAKER_03 (29:04):
And the reality too is that they don't want you to
apologize, they just want you toget back on it, right?
They just want to see your nextvideo.
They just want to see, they'reglad you're back, they just want
to listen to your next episode.
So instead of like secondguessing everything about
jumping back in when you'veghosted or when you haven't been
super consistent, just do it.
Just go in there and servepeople.
Like don't give excuses, don'tgive explanations.

(29:25):
You don't owe anyone anythingonline.
Like all you gotta do is getback in the game with some great
posts that serve people andprime them for the sale.
And the way that you do that isyou start thinking about okay,
how does my content connect tomy offers?
How do I actually help bust somemyths?
How can I be real with peopleand share an unpopular opinion?
How can I debunk somethingtoday?
How can I actually reverseengineer the content that I'm

(29:48):
creating to encourage desire formy offers and make people feel
like I get them?

SPEAKER_01 (29:54):
Just said you're gonna want to come to the three
day coaching workshop.

SPEAKER_03 (29:57):
Absolutely.

SPEAKER_01 (29:58):
Uh, because there's a mechanism that can Him covers,
which I have always thought isbrilliant.
Um, I'm really I'm really warnedon it.
You are guys, you don't realizeI score so many brownie points
in these episodes because I getto like slide it in there.
Yeah, but uh, but anyways, no,it really is gone.

SPEAKER_04 (30:14):
No, just kidding.

SPEAKER_01 (30:15):
No, uh no, it's truly objective, at least as
much as it can be.

SPEAKER_04 (30:18):
Sweet, I appreciate you.

SPEAKER_01 (30:19):
Um, so there's uh there's mechanisms in there
where I think you guys are gonnabe shocked how easy it is to
actually be consistent and howmuch harder you're making it
right now.
Absolutely so we call it ourthree R's method, and I won't
I'm not that's that's as much asyou're gonna get it teasing
right now.
No, it's be I I'm kidding.
Uh the reason I'm saying that isbecause it's too it's too much
to get into in this like rightnow.
That's why we broke it into athree-day coaching workshop, um,

(30:41):
because it needs to beextrapolated upon, and then you
need to also take the resourcesthat we provide in there because
you get resources too, which isgreat.
Yeah, um, and be able toimplement in real time right
there.
So I think if it just it's it'snot going to serve its full
purpose to you if you don't doit in that environment versus if
we just did it here.
And we'll probably talk about ita later date as well.

SPEAKER_03 (30:57):
Absolutely.
And I think that it's you know,it's one of those things where
um AI is such an amazing tool.
Yeah.
Basically, no one is using itthe right way.
Um, and if you are, it's you'recoming up with a bunch of
problems where it doesn't soundlike you, it's robotic, it's
still, it's not actuallyconverting.
Um, so we're giving you like,hey, let's build together 30
days of profitable content,content that's going to convert.

(31:18):
We're walking you through, hey,this is what you need to think
about when you are putting yourcontent calendar together.
This is how you actuallymultiply your content.
This is how you actually sell.
Um, and it's really fun.
I I had a blast filming itbecause it was just like a very
long podcast episode that we'recoaching and giving you like
real world examples, like, thisis how you do it, this is how
you don't do it, here's how somebusinesses are doing it, here's
what our clients are doing.
Um, and so I think the examplesalone are super helpful.

(31:40):
And we're also walking youthrough our brand new content to
customers playbook so you canlike see what that process is if
you snag that on or make youfeel like you're a slave to your
Instagram account.

SPEAKER_01 (31:50):
For most people, it was fun, and then eventually now
they're at a point where they'relike, it's not fun anymore
because I want to get results, Iwant to make money.

SPEAKER_03 (31:56):
Yeah, and the algos have changed and it's become
Saturday, especially the ruleshave changed.
So that's true.
Anyway, we hope you enjoyed thisepisode, guys.
I hope that you took a lot awayfrom all the content shifts
we're seeing this year.
The next episode will be allabout content traps and things
that we see you absolutely fallinto that we want you to avoid.
Um, we go way deeper into uh allof this inside at that three day

(32:20):
coaching session with Condent2Customers.
You should not miss it.
It's great.
You can ask us questions in thecomments.
Um it's really fun.
So we'll leave the link for thatand we will see you on the next
one.
Bye for now.
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