How To Attract New Customers & Grow Your Freelance Business (80 Minute Full Class)

Hey everybody what's up I'm going to do an extremely deep dive to help Chris Franklin who is in the video business and he's had some wins but recently he's kind of been stuck his business has dropped in half so he went from $300,000 in Revenue annually to 150 he lost a little bit of his Mojo So we get into like what he should be selling why people buy and the strategies necessary for him to rethink his business all Right so Chris let's get into it um I talk to you about how you need to generate

leads so now we actually have to do the work and see where your ideas lead you right so let let's first start with any kind of reflection is there anything that you want to ask me before we get into it okay so one of the main things that I want to do is figure out exactly what content that I need to be making and how I can utilize the platform of Everything that I have because I'm terrible with Cod leads and I want to make those code leads warm leads and there was something you told

me years ago and was one of those things where you said nobody can find you like you can do the work of these you know half million dollar budget videos but nobody can find you and there's I know there's a lot of work for me being findable um but right now it's it's just YouTube Just website and Just word of mouth I think there's a line in Austin cleon's book where he talks about this and show your work he says to be found you must be findable I'm not even sure that's a real sentence but

it sounds really good to me you got to make easier to find you than it is to find someone else that has comparable skills because we only hire the people that we know that makes 100% complete logic right so when your pipeline isn't full of New Leads it's an Indicator that it's very hard to find you right now right so we say quality to Quality if someone's easy to find then they're going to choose the person that they know it's just like that like yesterday we were talking about filming for an event and I had

to scramble to find somebody so of course I reached out to Rich who's not available I reach out to another guy who's not available and Richie's like hey you remember Sam just hire Sam I've never looked at Sam's real I don't know anything about Sam to be honest except for the first time he helped us out but because he comes from Richie there's a link there and so this also tell you something about human behavior we trust people that we know more than we trust qualified people and it's a crazy concept Simon syic talks about

this he's like we would rather choose to hire a babysitter that has grown up in our neighborhood that we've known since they were a little kid and Now 16 than to hire professional nanny from the UK that we know nothing about the professional nanny is infinitely more qualified than the 16-year- old teenager who probably going to be Snapchatting or doing something weird and not even paying attention to your kid but because we saw her or him go to church uh go to the same school go to the same school as our children or whatever it

is we or we know their parents it's a familiarity so in this Race to develop relationship with people we need to understand they got to feel like they know us and once they get to know us do they like us do they trust us so that's why you hear often times people say no like trust it begins like that so you got to be findable and that's really important so we'll cover that but also based on the reflections that we talked about yesterday or in the previous video we talked about man are you just selling

the person who creates Videos or the person who edits because you're selling the wrong thing you're not selling the transformation that matters to them so today let's dive into the psychology of why people buy and see how you can start to rethink how you position and talk about your services and what you're actually doing such that people are going to feel great joy to give you a lot of money to do what you do how does that sound that sounds perfect all right let's jump into it Most of you will know that there's this thing

called mle's hierarchy of needs and it's a complex concept to understand even though he's made it very simple I found some parallels with branding with value based pricing and also something that Alex fosi has shared in his book $100 million offers okay he talk talks about the three things that people really buy and pay money for do you know what they are Richie I don't know do you guys remember yeah okay what are they um Health wealth and Status no no you got two of three a health wealth and relationships relation that's what that's my

H WRR okay so what is health everything to do with your physical fitness um if you're sick and you go to the doctor uh vitamins even anything that improves your quality of life that's we would put under health so Fitness diet food all those kinds of things and then wealth can literally mean money or options or Freedom or Choice because people who are wealthy have the freedom to choose and when I map it out here hopefully you'll understand it better in relationships we all want to have improved relationships with our partners our co-workers our boss

our employees our clients our community so those are the relationships and the foundation of that is probably Communications there's probably some kind of mindset psychology involved in there okay so I've taken This and I've added two other things to it which is status and identity so health wealth relationships and status and identity and it's kind of interesting how each one of these moves us to act in different ways I think one of the biggest drivers in buying and buying psychology is status and identity status is if I buy this what am I signaling to other

people about my beliefs and values this really what it is so the reason why people drive Premium cars or buy luxury goods is to signal to others and to themselves to their tribe their community that they've achieved something in their life it's kind of the same thing as what is the status that a Harvard Business School degree diploma gives you or that you Magna Kum lad or you're the debate Champion or national champion those signal to other people shorthand that you've done something they're heris okay you know what heris are heris is a fancy Like

$7 word to say a shortcut for an idea so if you develop an acronym that unpacks a much more complex idea you can call that a heris you know how some people would like tie a string around their finger to remind them something you could say that is a form of herisk as well or um or pneumonic you know what a pneumonic is they're the kind of like the Intel bong bu bu bu bum that's a neonic and most people don't know why it's that note And the story is because it's Intel inside and that's

where that comes from but we don't even know that but when we hear that we just know or the THX sound I don't know what they call it but there's the you know we'll put kind in sound effect to make that much more impressive than I just did then you're like woo I'm ready for something right so if we take Abraham maso's hierarchy of needs it starts at the bottom let me divide this Hopefully I can do this right one two three four five and most people know that your physiological needs have to be met

in order for us to ascend to the top because without food clothing shelter water those kinds of things are necessary for us to survive so those we we would label as needs I need to have this in order to survive but the reason why they exist on the bottom is once we moved out of hunter gatherer those needs are more easily met without them like if You're in a desert and you don't have water you're going to pay a lot of money for that water but in everyday life when water clean water is abundant you

won't pay very much for it as you move up you get into things about connection and safety and status and self-actualization but those are fairly complex Concepts to understand I'm going to merge these two concepts together so we'll call the bottom Health okay everything you need To survive next we'll call it wealth and wealth could like I said before literally mean money and what money provides you you because money is a like a pretty abstract concept that's an invention of society but what money does is allows you to have a sense of safety and that's

really important so okay I have food clothing shelter uh but then now I have some runway in my business or I I'm I live in a gated community that provides me some safety and safety could Also mean like a connection within a group so that you don't feel isolated and there's that's a big thing that we all need too so we're going to move on so now we're in a group what we want to do is improve our relationship with the people in our group and so we want to not just be a follower we

want to be at least in the middle or maybe at the top some of us are okay at the edges and that's fine not a judgment there but as we keep moving up we move into Status and then ultimately identity and that's the biggest Quest we're all on is like who am I what do I stand for what makes me me so when we get into like personal branding it's the Ascension moving from the bottom to the very top and when I say identity when we buy things not only are we signaling to other people

but we're forming an identity in our own mind what kind of person we are and you might have heard me say this before and I learned this From Kevin Finn he talked about Anna lape and she said this quote which is every dollar you spend is a vote for the kind of world you want to live in that makes a lot of sense right so if you want to support one political party you'll spend money versus the other because you want your team to win that's the clearest sense of that but it also taps into

our our higher nature in terms of like Charities that we give money to religions that we belong to Organizations and things that things that we want to participate in because we want to see those things succeed because when they succeed we feel like we succeed so when you're selling something think about what you're really selling and why people want to buy when we get up to the identity part these are definitely not things that we need because if you talk to somebody in a developing country like I don't need freaking identity I don't even need

Status cuz I don't have clean water I don't have like a running toilet or whatever I need that and they're working here so as we move up into more developed countries we start to ascend and these are once and the two words are kind of used interchangeably but they mean different things we just want to be specific when we're talking about it for for the time being when we talk about what you want you want these things and often times what we do is we're selling A need oh you need a video you need an

editor so we fulfill that so down here we know the People by an AB abstract representation they pay the least amount of money there but the one is up here and I'll prove it to you and the best way that we can understand this is to study luxury goods okay one of my favorite companies Louis Vuitton they're a luxury goods company nobody needs any of that stuff and they're willing to pay I think in orders of magnitude more 10x even 100x of the next cheapest viable alternative but why do people go there LV happens to

be the most successful perhaps influential luxury goods company in the fashion sector because they're the first company to to surpass $20 billion in I think 2022 in annual sales which is a crazy amount of money that's why the owner of lvmh is considered one of the richest people in the World it's pretty wild and so what can we learn about how companies like LV market and create status and identity so that we can think about the buyer that we're selling to now one of the concepts that we got into yesterday was we're often looking at

the world through our own lens and not through the lens of our buyer so we sell what we want to sell to ourselves but we ain't buying because no other videographer is looking at you like I Need to buy more video services from you so what we have to do is in the context of trying to answer this question we need to look at the world through their eyes it's it's an exercise I would do with my students I call it mind walking we have to like walk in the shoes of this person so what

do they see what do they hear what do they taste what do they do all those kinds of things we want to walk in their mind so mind walking is what we need to do so it Requires imagination and empathy two of the most important skills when it comes to marketing and branding okay so imagination as a creative person you should have a lot of that empathy is something a lot of creative people Champion but actually really poor at that and I'm going to say this and it's going to be a little controversial for people

watching this video is the reason why is a lot of artists or tortured Souls they're very Self-centered they just keep looking at the world through their lens why is this happening to me why don't people desire what it is that I do more but if all they did was study what people wanted and gave it to them they would be more successful maybe not rich but they would be more successful F so that's what we're going to explore today okay now I'm going to park it here I'm going to talk to you about the basic

stuff and we're going to work on ascending you up This ladder so we'll go with the easy stuff first okay so the name of the game in marketing is to make yourself findable and once they find you to build a connection with them and that's not easy to do it requires you to understand yourself and what they want and the reason why this is so difficult for so many of us is because we don't run a multi-million dollar multi-billion dollar Corporation we're not used to managing 20,000 staff We don't have an overhead that would be

Soul crushing for us even to understand so a little bit of research and now aided with artificial intelligence AI chat gbt we can get a lot of help looking into their world so that we can use a little bit of imagination plus some data that's provided to us and use some critical thinking to kind of align things to get a much better chance of figuring them out so to be findable you need to do some simple things currently Let's look at what you're doing to be findable today what is that I create and post YouTube

content okay YouTube content and how often are you doing this recently it's been once every two weeks maybe once every three weeks but that's working on that aspect of it once every two weeks so you're doing two to three times a month yeah we'll look at everything in a monthly schedule absolutely so twice a month okay twice at 2x a month okay and we'll get into The content later but let's keep listing down what are you're doing okay I am um it's gonna get real slow right now feel like do you hear that guys I

think it's Cricket show I post YouTube videos and the rest is probably just like Word of Mouth which is relationship maintain but like okay that's a valid thing by the way okay okay there's a term I heard it from arol Garrison I like it because it sounds pretty funny it's called W and This is aristic Word of Mouth advertising the reason why I like the way he describes this I'm not sure where he got it from me either is because adds the word advertising so it makes it like a legitimate sounding thing otherwise just word

of mouth okay now currently as we established in the previous video go watch the video right now this is where you're getting most of your leads from right but chances are and just just me being a jerk you're Probably not even doing a great job of doing that no so we if we put some energy against this and energy against this I think we'll just be much better off so let's go and break this stuff down currently who who do you target when you make YouTube content who you really making content for people who do

what I do but other videographers other let's just call it like that other video okay so you make content for other videographers and then you said butt What's the butt for oh no is the butt was just trying to get them to not make the mistakes that I made while doing videography so you're really uh using Yasmin Alex technique which is you're making it for your future son yes I always I always say I make I make it for the me seven years ago when I first started he uses this technique which I love it's

called dear son and then he tells his son that that he he's not really talking To him but he tells his son whatever advice so the voice is very kind it's generous it's patient and then he signs off love Dad and then when he's ready to post he deletes the dear son he deletes the love Dad it's a beautiful way to just think about how he can make content in a generous spirit so let's just refer to that now as the Dear Son thing absolutely pretty much I think that's your content yeah mine is like

Dear Mother Yeah because it's not nice it's not patient it's like do you get this or not okay dear sucker so we're going to do dear son okay and you can of course say dear daughter love Mom love Dad and I love that okay love Dad this is for you specifically what are the odds that a buyer of your services are going to watch one of these videos and then hire you based on the YouTube content the only time that's ever happens is if These Brands who make the cameras reach out and they want like

sponsored content for their cameras which makes a lot of sense right because you're using equipment you're talking about equipment and tools so it's really going to help you attract sponsors that's the most likely outcome you may pick up someone who is an Enthusiast who thinks that they need to do video for their company and is just Fascinated by you as a person and realizes something that this is way more complicated than what they want to do of the three ways that we've talked about generating leads which technique have we used I mean it's not come

on there's only three you have a 33.3% chance of guessing correctly wa the three or the four there's only three yesterday we talked about lead gen or lead magnets oh not the four quadrants okay okay not the four quad lead magnets number one is What problem problem discuss their problem highlight the problem the problem number two is the sample the sample number three is the tool is a a tool correct so which one of these three has are you really addressing here potentially your odds are really good because there's more than one I mean truthfully

yeah but say truthfully I I tend to split my stuff between addressing a problem that videographers I've had and then the Other half of the content is this is a helpful tool that I found that I use um so it's it split between those two remember the tool is something you give them it's mostly digital it's not the tools that you use so it's just a problem okay so remember Chris this is a good refresher yeah okay you're really talking about the problem yeah hey you guys you know I found a great way to edit

videos that'll save you a ton of time I didn't know I was wasting all This time doing it the old way you follow me I am hey I found this new lens that allow you to shoot this way I'm like oh I didn't even know that that was an option you're really talking about the problem and in providing them the solution you're giving the sample what the results will look like not a sample what it's like to work with you just yet but it's it's like mostly problem a little bit of sample until you give

them a resource you haven't given him a tool And I'll tell you what the tool looks like actually I'll make you think let's just say you know who Caleb Pike is DSLR DSLR video shooter Caleb Pike does things he rigs things up right and then if you're a Caleb what could you do to give the audience a tool I mean I could go by his most recent example which is the it's the this cage for the fx3 that makes it into a square box camera yes yes it solves a lot of problems with the camera

yes um and it is a super Effective tool because I want it just tell me the answer it's it's it's it's it's GE like it's it's gear for me like am I am I tripping if you were Caleb let's just say you a marketing genius okay and you're a YouTube consultant for videographers to go and apply this technique and Method you're like Caleb you've done a great job talking about the problem you're showing us examples of how this works in a case all in one kit how can we generate Something that we can give to

people that is a resource for them to use that's a digital thing what could that be Richie you have an idea uh could be a PDF of how to set up the cage from beginning to end let's just brainstorm okay so he can give them a PDF right which is like a blueprint plans we'll call them plans okay or blueprint be also like a link to all the parts that you need and they can just buy from your link links it could be you Know detailed instructions I know he did this video recently where you

can use a 3D printer he can give you the file the file the file cost anything yeah these tools have to cost you very little because it needs a scale because there's going to be hundreds of thousands of people theoretically they're going to take the tool and find utility in it and only certain percentage of them will go deeper in the rabbit hole with you so we're doing a lot of things and we're We're building now you know me you might like me because of the style in which I present and because you're giving me

all these resources I feel like I trust you a little bit more so no lik and trust is being developed here so you can give them the 3D file so that they can do the print hey before we go any further I just want to ask you something if you're already getting value to this very little thing it doesn't cost you any money to go ahead and like And subscribe To the channel don't want to take up more your time back to the video I I find this to be super fascinating that we're taking you

to like the 5 yard line to the touchdown and you guys just need to crot like can't figure it out brother more videos more videos right okay that's okay okay so we want to think like that so what what is happening here is he's giving you the problem the sample and the tool and in the tool are part of the problem in the sample too so It's a pretty good thing it's like remember we were talking about fractals earlier it's kind of weird how this stuff works right imagine now that you're part of the video

department at a company they're like oh my God Chris Franklin is just a bomb love everything he does this is nuts this is nuts he's giving us all this stuff boss instead of me trying to figure this out why don't we just hire Chris to consult or I wonder if Chris has a service in which He can take care of a lot of this stuff for us which is really what you want instead of chasing people you give value up front so then they chase you and we're shifting dyamic okay so just think about what

you can do with the current content so that if it's attracting the right kinds of people then they're getting the value that they need so they want to follow up with you So currently I think your content is designed to attract two types Of people people just like you or sponsors yeah what's the problem with this sponsors are limited because you know they're usually people who already make the camera manufacturing thing the camera Solutions and other videographers can already shoot their own stuff and if I'm just offering video and offering it to other videographers isn't

isn't even an offer none of this is directly towards your funnel yeah that's the problem and this is the problem that Most creators have they create contents for people just like them and they also wonder why I don't have any clients I love this approach you should do this approach but now you need to make some kind of content that's more intentional at attracting the kinds of clients that you want that's the challenge now that we're going to be faced with but we can learn a lot from this by the way okay if you wanted

to get more sponsors you would just make a few tweaks so that the Sponsors reach out to you at a higher caliber you'd probably have to put together a sponsor deck and you could do a simple call to action if you're loving this video reach out to me I'd love to collaborate and do something with you and you can use this as a resource and do cold Outreach so there's opportunities everywhere you can say hey I just produced this video where we mention you I would love to develop a relationship with you and here's a

new strategy that I've recently Came Upon by talking to some people is on this um on this video you should have a CTA for an affiliate link you want to do some cold Outreach but I have another plan for you what is your favorite company camera company black magic black magic okay so if you were to feature Blackmagic cameras talk about them and create an affiliate promotion where you do a call to action To Black Magic cameras and many sites actually have these things where you can help them sell product they need more eyeballs from

trusted sources who know what they're doing to move their product and then one day the needle is going to really move for you and black magic when you're going to say like the check that I got from my fate deal is starting to become real money right now let's say you're generating very I'm just going to throw a number out there like $3,000 a Month in Black Magic affiliate sales you screen capture that payment and you send them a cold Outreach and say hey I happen to sell quite a bit of cameras for you this

is what I got I made this video is this something would it be crazy for us to get on a call to see how we can work together you can deepen the relationship I love it but you see if you want to attract sponsors you have to design it to attract sponsors you understand now I get it y Okay and you cannot waffle if you waffle it ain't a good look for you right like I'm an apple Fanboy you never heard me I kind of like apple sometimes I like IBM or Linux you never hear

that right Apple call me what are we doing here okay anyways let's get back into it now if you're making content for other videographers does it end there are there other business opportunities for you one of the things that comes up a lot is Consulting with other Videographers or companies that have videographers okay Consulting what else can you do you might do group coaching okay join a community what else could you do digital products digital products what else could you do speaking yeah you can speak so that's it and we're going to move on to

another thing now okay now if you wanted to make YouTube content to bring clients in what kinds of things you need to talk about keep this in mind keep in mind What we talked about yesterday over here okay so now we want to make some content that is going to be we're going to call it the the normal words that people use something like it's called content marketing I'm going to introduce potentially a new term to the discourse around this I'm I'm trying to figure out a new term it's called value marketing content doesn't presume

it to be valuable to anybody it's just by making it you qualify so a Subset of that could be called value marketing which means you have to give me a lot of value and you have to ask for something because a lot of videos that we make are value based but there's no marketing in it some of the marketing efforts we do are purely marketing asking for something with no value value in it so we have to put the two together value marketing I think that's the one two combination that's going to be a knockout

okay have you heard that term Before value marketing first time good I'm coining it right now guys to the audience we're very small sample size we could just we could just be not well read and that term exist I gathered together the brightest the best of the best they weren't available so we got these three we got these three guys so what would you need to talk about in your video such that someone who's looking for this would be Like whoa this is who we need something that you mentioned yesterday was discussing the problems that

they potentially could have which are in the space of events they want people to be aware of the event and they want people to have a great experience and this is this could be anything when it comes to commercial photography commercial videography as well they want people to be aware of their brand and they want to have a good experience with it and they Want him to talk about it afterwards and just how I want to scale the amount of clients that I have they want to scale the amount of you know buyers that they

have or Event Event goals that they also have so it's positioning myself to solve their problems which I don't do often this is going to take a little bit okay it's going to make your brain hurt okay and we're going to get through it and I hope then you'll have ideas so take notes think About how you can apply this and we'll go as deep as possible so we solve the problem in this very video okay all right whatever we're trying to do we're in search for of a problem we're looking for the problem always

the bigger the problem the greater the resources people would go against that so when you produce record and edit a video what problem have you solved you solved mostly a technical problem right and so when you try to sell that the question Everybody's always asking is what is my Roi on this so what they do is they look at how much money they're spending against some value that they're receiving or another word for that is the problem that you may go away okay and when you when you sell a video it just looks like an

expense right and you know how I know and your clients will know this too everybody's watching this video will know because they use a very specific word so let's Just say I ask you what's it going to cost you can make up anything for you to shoot like a two-day video for an event I'm producing what what would you say it's $5,000 great that's too expensive okay all right you you hear things like that right okay they use this term it's called it's too expensive you notice the correlation the word expense is right here they're

just looking at how much money they're spending because you've not properly demonstrated value okay so You have to change the conversation and possibly change the sequence of the conversation so the way that we talk about value is first we have to talk about the problem what problem are we solving so when someone reaches out to you and says Chris I have a two-day event that's coming out how much is it going to cost to have you shoot and edit that thing what should you say back to me the price is usually dependent on what problem

I'm solving for you guys Like let's try again okay if they're like hey I have a two-day event how much is it going to cost for you to shoot and edit what should you how should you respond uh well what kind of problem are you trying to solve okay that's a better take at it so we're going to use again Phil Jones in his book exactly what to say when to start with I'm curious so what Phil is trying to do in everything that he writes in this book is to make the other person feel

as safe as Possible okay and he talked about this in the live stream in black and white we have to make hard decisions so in order to create safe space we must create gray space okay and this is kind of an interesting concept so by using very specific language we create a lot of grayness in it okay because your question is a good question Richie in response to how how much do I need to spend what's going to cost me is you would start off with I'm curious you Want to shoot video to solve what

kind of problem there's probably more elegant ways to say that but if you start with I'm curious it diffuses what you're going to say next and this is a good thing and you know what they're going to say back to you you already know this because you had these conversations all the time what would they say back to you so let's just let's imagine every conversation all three of you work in the video space so you already know this I mean I've worked with and they just they they're usually like we just want to get

more people in and we don't is that what they say sometimes it's a lot of times I don't know okay okay let's go with the ugliest way that they would say this so we can work through the problem um I'm curious what kind of problem you trying to solve with this video I don't know I just need a video done yeah they give you a total dead end okay this will happen to you you're like fudge Chris Didn't cover this what did I do with that now I'm stuck so what should you say then uh

if this video goes great for you what do you hope that it'll do for your business that's one way let's go negative force them to tell you how important it is I find that actually going negative is easier for them to talk about because when you ask how important is this video what do you think it's going to do for business they see a trap coming that's fair so when They like well it's going to generate so much money for me then then they're not going to tell you that that's why they're so holding things

close to the vest or chest right so it could be like what does failure look like for you when it comes to this video I often time ask what a success what a what does success look like when it comes to this video or what what are you hoping to do for you I'm going to teach you guys the EAS the worst that can happen if you don't if You don't get this video Perfect I love the way you guys are thinking it's not what I'm looking for okay okay I think you want uh why

do anything at all then why film this that's right so is it safe to assume this is not important to you right see how gentle that is so is it safe to assume this is not important to you what what are they going to say now no no no no no it it is it is really important oh how come it's just a conversation you see you guys are so Used to like hearing me set traps that you're like I'm just like going to be a hunter I'm just going to S on these traps but

you're just not that I'm you know you crank open the bear trop you're like here you go bear walk in that bear and bear is like no I'm sopic get that out of my face I think too as as people who have video business we want the sale we want to close it and you always teach you're so rushing for it right gently approach this because you want them to Affirm to themselves more than to you this is important and it's necessary and most people don't think like that they just think I want to spend

as little as possible so if you're a little bit more sophisticated you're going to say I'm curious why what problem is this solving and they're like I don't know it's not solving problem and you can then naturally say as a response to that part of the problem with all you guys trying to memorize scripts is you're not in the Moment you're not responding to anything that they're saying you're just like next line of dialogue next but I just told you it's not that important so the natural thing to say so is it safe to assume

this isn't important to you of which they can say one of two things it's not important to which then you'll say well why do this then let's just do something else I might not be able to help you but there's no point in spending money to do something that's Not important to you why are you laughing Mo it's just funny because like I've I've heard this from you before and I can just already hear the audience being like no we're trying to eat like we're trying to make like the the the creatives who are struggling

with getting leads the creatives who need more people in their pipeline the creatives who one deal like one sales call is super valuable to them and the weight they put on it they will not even Go there yeah they will not go there because that's a three-step question that sells them out and there's already a huge fear that they're experiencing so for them to even think to that place is all of the things that you like don't be desperate kill the desperation cologne like you know and Richie just said it like we want to close

so I'm laughing because because it takes a very not even skill it takes a complete abdication of needing the sale To even go to that level of don't use such big words no man we going $8 words on this episode bring it down you got to release yourself from this need to close the sale to even be able to muster the confidence to be like why even why even do this at all then I'm want to introduce the concept here okay and we're going to tie it to real world I'm going use red cuz it's

the color okay okay how many you find neediness and somebody who's really pushy on a scale 1 To 10 how attractive is that to you trash yeah it's a one hard one can you think in your life when someone was so needy so clean so pushy on you that you're like woo yeah it's doing all kinds of magic for me right now you know how attractive you are to me right now in fact some people would answer minus 10 so the idea when people are really needy and clean it's repulsive yeah it is you repulse

people you push people away and you try To map in your life when there's an ex that you had a subordinate even a pet that was just all over you all the time it's like I need space for me right that's why cats are very intriguing just think about it that's why people they don't freaking need you at all they do need you but they're like just feed me human and then I'm on to my own thing and you're like come here come here come here you have two of them they Don't need me they

don't need me they're killing they do really need you but they act like they don't need you they act like they don't which makes them more attractive to you like okay right and this is why a lot of single guys are going to be single for a really long time because they're acting in a repulsive way that the desperation that you speak about well push back the push back is I don't think that people are aware that they're even being needy in An interaction when someone has said I'm interested in your services no they are

I know that I know they are I know now especially through through exposure to you and and countless times in the moment they're like oh well this person reached out to me or I got some W and he came to me or she came to me I'm not being needy I'm responding it's like oh you need a video well it's going to be it's going to cost this much I'm ready to and then they it's real simple we do This objectively if you have this thought if I say what Chris is telling me to say

I'm going to lose the sale you are freaking needy just by virtue of that you're your your desire to close and the speed in which you want to close we need to break that because I would even no you don't I would even argue that Chris is stuck in that right now in his responses just based on how he responded to you well well maybe he doesn't know another way and that's the Thing I feel like I feel like 300K Chris was living like it it was and it was it was the questions of I

was living at status almost that's what it felt like I was like what does that mean I felt like the people that came out to me cuz I cuz I had so much work at the time and I was you know doing my thing on YouTube and like the the efforts that were coming to me they were like yo I seen your work on YouTube and we we we love what you do we Want to work with you and I felt like they were coming to me for me for like for like Chris Frank it

was a very do we just say that when you're 300K Chris you're super confident yeah you can't be bothered yeah yeah okay it's a beautiful thing it was watch this okay needy living in a scarce mindset think about this developing countries resources are scarce what are we talking about in highly developed countries Things are abundant abundant where do you want to live man I want to live in the abundance you see what I'm saying MH this is purely accidental coincidental that all these ideas are like mapping out so you live in a neediness place because

you think clients are scarce that there's so much competition and you don't know where the next lead is going to come from so your desire to close is going to actually work against your ability to to closeth You'll settle for more you're going to be much more amable to whatever it is that they want more flexible well you should be living in what we'll call 300K Chris land okay unfortunately for me I've always lived in 300K Chris land but just the numbers higher in my mind right but I was like I don't know I got

other things to do I think that's the unlock that's why I'm being so adamant about this like in the moment because I know the audience watching I see the comments We get I hang around like my my yeah some of the comments we get I see like when Chris is having a hard time right now like this is the unlock for everything else to work I I want to say this to our audience right now who's watching this this ain't going to work blah blah blah all that negativity I say hey I'm not trying to

wreck a perfectly good business I'm not a business wrecker you guys if it's working for you just turn the video off actually just let it Play and go do something else this video is not for you just tune out but if you're not place and you're looking your bank account you've got like 30 days of rent that's all and you don't have an emergency fund and you the last time you took a vacation was never and the girl the guy that you're with is like wondering like you're just a scrub man you're not going to

put it together or are you they keep thinking you're going to have this potential but you're stuck In this place if that's where you're at you can you basically make lots of choices but one choice is to keep it the same way and think every year you get a little older a little uglier and maybe less relevant less capable so you can play with time if you want maybe you said I got another 10 years to try it this way I'm like fine just do it that way watch another video or you can say you

know what I'm freaking stuck if this isn't working for Me what is the alternative the worst that could happen is I'm kind of like where I'm at now and just try something else so I'm going to ask you this question how open-minded are you to try something new that could potentially change your life your business and your relationships that can create health wealth relationships status and even your identity as a person who's sought after 300K Chris versus 150k Chris that's the Difference and you get to decide you have the agency to pick what path you

want to take and there are probably 300 other paths that you can take something I picked up from from Noah Kagan which is something really really beautiful he said start now not how do you want to make a difference in your life start now don't ask more like what other ways can we do this you're just in the pursuit an endless pursuit of infinite options which make you not Take any action start now not how hey I've got good news and bad news first of all there's a lot more video to come but I need

to interrupt you for two seconds to tell you about something I don't do this enough what I do is I just teach I don't ask for anything and people are often confused what else can I do so if you're a creative entrepreneur and you feel like you might have hit a plateau or you feel like there's more that you can do And you don't want to do this by yourself I'm going to tell you to do something right now the future U is going to thank the current you for doing this check the link in

the description below where I run coaching calls like this bi-weekly with entrepreneurs just like the ones we've spoken to to help them solve their business problems to grow their business and to be able to generate more leads what are you doing click it right now and now back to the Video I think um to have some empathy on creatives cuz I think we've all been there where we're starting our business we're barely trying to make money we have 30 days of rent in our bank account I think all we're striving for is the health and

wealth on the H's hierarchy of needs right we're not even thinking abundant of status relationships because we're just worried about how do we pay our rent next month so when those calls come in we're so eager to close them we Don't want to push them away we want to say well what do you need how can I provide value the service is 5,000 they come back with 3,000 you're like I guess I'll do it I just I need rent right how do we think abundantly even when our bank account is not matching that cuz 300K

Chris we we you know I think I'm in that right now too where it's like we have some money in the bank now it allows my mind to think about other opportunities and see other Opportunities and even pivot my business to say I don't even know if I want to do this anymore yeah you know there is a luxury of having some money saved up to be able to think in that way right when you're at the bottom it's very difficult you know how do we change our mindset it sounds to me like you're caught

in a nightmare Loop right mhm is a creative person I am a creative person by the way know he just said you don't understand what we Creative people go through like do not draw that [ __ ] line between you and me you mean all the creative people in this room is that what you're saying for the non-creative people outside this room but you were killing it right out of college well we'll talk about that later everybody thinks you just jump out of the womb and like I'm a $300,000 guy it doesn't work like that

right what comes first the action or the mindset the action does it at least for me I was Just like kept doing the work until money starts stacking up how would money start stacking up if you keep charging the way you charge and staying this neediness scarce mindset how would it change it's not going to change what is the stock and trade of every creative person across all spectrums of architect photographer videographer web designer what is it that you're really selling it's a simple word what are you really selling what is it that you have

that People in our industry creativity you saw the video in your mind you saw the script before you wrote it the sculptor says how did you find uh how did you sculpt this I pulled the St the person out of the block of marble it was already there my hands just pulled it out right and so they have this thing called imagination you can see things that aren't Fair that's the stock and trade of every creative person the reason why accountants or left brainers Don't think they're creative is you I got to see it so

you say I have a beautiful Identity or video or presentation for you like I don't know what that looks like I will pay you for your creativity because you can imagine what is not there Steve Jobs created the future in the in the present caught up to the Future that's what creative people do okay everybody understand abolutely okay so do you see yourself as a person who's stuck as a needy person Or do you see could you imagine yourself as a person who's successful who's wealthy who's 300K Chris well use that then that's where you're

stuck you've just used your creativity and your imagination for the wrong thing you imagin the worst possible scenarios and that no clients will come and find you and so you're stuck in this place you're using imagination for the wrong thing you're imagining all the negative outcomes the reason why I have such Confidence is because I always imagine things are always going to work out and when they don't I'm like no this was a lesson I needed to learn this right now so on my mind I have no ways in which I can fail so you

know the difference between an optimist and a pessimist is The Optimist sees the opportunity and the challenge and the pessimist sees the challenge and the opportunity and that's what you're using Your creativity for like there's so much opportunity it's so abundant when we talk about generative AI when we talk about changing landscape when we talk about social media like oh I don't like the way the world's going this isn't for me this is not going to work it's going to rob us of our creativity or individualism it's just getting into this kind of bankrupt Society

of morals and you're just imagining the worst case scenario so when I got out of school I Was making what you guys made I made what 10 20 bucks an hour but I thought you know what I didn't spend all my life and energy and pay all this money to do Bank brochures for 20 bucks I got to go where they're at so same person wrong Market as soon as I found the market I'm like I think I can charge more let me just try what's the worst that can happen they can say hey Chris

you're a little crazy we're paying you $300 a day What are you asking us for 500 for I'm like okay so what's fair how about 400 okay that's better than 300 I'm just working with that and if I know one person can pay me 400 I wonder what somebody else would pay me just this group has seen me a certain way and so I think and we talked about this on one of the podcasts is this thing of exceptionalism this works for every body except for me it's the wrong kind of exceptionalism I'm the exceptionalism

Like I'm better than everyone so I'll just work with that idea until my skills catch up with my self-image my self-concept you guys are stuck there and for as long as I can make videos people will still be stuck here they'll watch a video like this it's not going to work and then there will be a small handful I would dare to say and I know it's a generous percentage maybe 10% of you watching this video will literally say I don't understand the concept I'm I'm just going to apply it and see what happens and

your life will change those people talk to me all the time they went to the Miami Workshop they meet me in the street say bro I used to do this they literally say I used to work at minimum wage I just did $100,000 last year I'm on my way to doing two in Grand this year all because I watched your videos I just tried what you said and the most remarkable thing to say is Chris it works and they're kind of Surprised and I said I know I knew it worked when I told you you

just needed to know I'm not telling you things I don't think work that I'm unsure of if I do then I'll say I'm not sure of this give it a try Okay so we're still there and that's why the dialogue the selft talk the words that you choose that come from your mindset like we've been struggling here today to get Chris to open his mind not to kill ideas to not add value Statements not to use violent language when he's describing himself and he's stuck in that place so we're going to get you unstuck the

weird thing Chris is when you're 300K Chris did you not change to become that person yeah but then you regress to being 150k Chris again and that's what it feels like it is what we're talking about is an intrinsic versus an extrinsic marker of who you are okay now those are fancy words right intrinsic comes from Inside extrinsic comes from outside so your confidence where should your confidence come from intrinsic should come from inside 100% intrinsic but you're allowing the external factors to tell you how how confident you should be and that's what we're all

doing so if I have a nice house if I'm in a good relationship then things are going well but you know what it starts here it needs to be there and so when you got to that 300,000 Cris you're like I've Arrived so we've seen this happen time and time again especially in Hollywood with actors they win an award they feel feel like top of the world soon as they on to the next thing they've lost all of that and they're now going to the depths so they're R riding the emotional roller coaster of self-worth

and the word self-confidence self-worth is a pretty strong clue as to where it should come from it's not other worth other confidence right because that's not Really anything okay so you got to focus on that part you have to just believe so the belief comes first because the belief forms your thoughts your thoughts influence your words your words influence your actions and that's why I say what comes first it's not the action it's the belief however if you don't believe and you just trust me enough and do the action as Richie had said then all

of a sudden you're like wow this works people are willing to pay me a lot More than I'm asking for right now they're going to give me control of the project they're not going to micromanage me anymore what is that saying about me now so you're right in a way that if you change the action the belief will come or you can change the belief which will then inform your action but but you have to change one of the two um I'm trying to find the right word but you have to have some sort of

like inclination or like a feeling like I think this is the Direction if I go in this direction the things that I want will happen yes now there's this bigger concept and I I tweeted it out or exed it out earlier today which something is we all need permission for some reason we just need permission slips I'm always looking for permission for some reason for for something from something from someone yeah right so here's the thing I'm giving you permission to try a radical idea that might change your Life you don't need it from me

you can get it from somebody else I like to give myself my own permission slips but if you if you can't do that then at least I'm giving you the permission to try and just try you can try today you can try tomorrow or you can wait 10 years to try and the and the worst part is I meet people like this they're like Chris I watch your videos I hated you I don't like your style you're too aggressive blah blah blah and then I sat with it And I sat in the bitterness of it

all and then two years later I'm still watching your videos I'm like you know I'm just going to try it and then they try and their my life changed and you know what they're angry about now why did it take him two years that would be the gret that you might live in so think about that y'all okay let's get back into it okay so the reason why they say it's expensive is because they're just Focused on the expense because they they're not connecting the money to something that they want so we have to kind

of think about what is it they want what is it they want and so when you talk about positioning your work what is it that your clients really want it's not a video I promise you it's not a video it's not editing it's none of that so we talked about avoidance right what are they trying to avoid doing and what kind of things They're trying negative outcomes they're trying to avoid and that's where the clue is and you have to look at it through their eyes not through yours I think tying it back to maso's

uh if somebody's doing an event they probably want more relationships and they want a status off of that event and the video helps them get the status potentially yes you might think that but the question is can you ask questions so that they think That okay let's focus on one thing let's talk about status first since you brought that up okay so I'm going to change colors again we're going to go to green because green is the color of opportunity okay so if your solution theoretically could possibly solve the status thing and you can't just

say status up front because people like that might offend them right what kinds of things can we learn from lvm that creates status it's um People that people external people's thought of them when it comes to yes but I understand that but what kinds of things can we learn like specifically well I'll tell you I'll help you there's this thing called herd mentality you've heard of this yes there's safety in what other people do we're really influenced by what others do okay so if I'm a little person meaning a little person in business and someone

is a giant in the industry and they work with you by Working with you I somehow feel like I'm closer to them we understand that so when you work with big name clients that helps them to see status and what you do and this is why there's a heavy usage of famous good-look people doing things that we wish we were doing so they create a vignette so when you see an ad from do and gabana it's often times probably somebody who's like 6' 3 super wellb built chiseled face Jawline half naked in a boat in

Italy somewhere with some beautiful friends like doing something so exciting and then they're holding a handbag or a scarf or something or a pair of sunglasses and we're like oh I can live I care as they threw this ad because the people who use these products and services live this life and I want to feel in a very inexpensive way connected to them so one of the things that you can do is have social Proof I work with these big people right now you might be in a place where well I don't work with those

people what can I do so you go through a series of trading up okay you can look at the the Giant versus the little person in brands and you just keep trading up you trade up you trade up okay I worked with this person I thinking you might need something I worked with this person I think you Might need something the the challenge is a lot of people try to take the elevator up and you can do it sometimes depending on the power of your network but it's not easy to do ideally you would go

straight to the top work with the giant slay the Giant and then everybody is under the GI like well they're good enough for Louis Vuitton they're good enough for Nike they're good enough for Mercedes-Benz well who the heck am I of course I can work with Them so there's a hard mentality so let's get back into it though like how else can we talk about St create the the feeling of status as it relates to being able to work with you I'm just going to say this cuz I'm having a hard time getting it out

of my head yeah um isn't it like like your availability work your premiumness or well we can just call it a wait list you make it actually difficult to work with you it's a Strange concept you want more clients it more difficult to work with you not in personality but just like look at lvmh there's a line to get inside they don't want to overcrowd the store so they always have a head count they want to keep it under that because they also want to make sure the ratio between sales clerks and and clients or

prospects is the right amount right but here we are scrambling trying to get every single person they create an image And lure such that it filters out poor fits so how do we do that okay so let's look at the luxury stuff then we can look at how we can apply it to our creative business okay what does Louis Vuitton Gucci Prada what do they do to make sure the wrong people don't show up because they only want the right people like other than pricing no pricing is one of them no no never edit your

ideas okay you broken the rule again pricing pricing the price so we're Talking about lots of them right yeah so we kind of know already what else uh maybe the neighborhood that it's in the area okay let's let's get a little bit closer cuz we can't always control that but we'll put the idea down neighborhood come on guys just think about the stores that you don't want to go to cuz you know it's not for you yeah cuz they look intimidating like they yeah it's intimidating and how do they create that level of intimidation visual

Presentation of like the store or we'll call it staging pretty much everything reeks of luxury so staging includes everything presentation design photography all those kinds of things they are the embodiment of the I'm curious like what problem are we solving for you because if we're not then you know what they do the client always sells themselves they do they never sell now another way that you can look at this is you need to sell people their DSF DF DFS yeah their desired future state so when you're doing value marketing you're creating content for them what

is it this event organizer producer wants well they want sold out events they want um buzz they want people to have a great uh experience what we'll call experience design right they want to look premium they want to achieve everything that we just talked about with these luxury brands most companies not all desired to Be at the top of their category and so you can take all these things and look at that it's like is it not what they want so when we said before what you want is what they want when you understand what

you want you understand what they want but it's not videos and editing it's not black magic or Sony cameras it's not even the red or the AR none of that matters to them it's the it's the It's the status and the identity of it all and help them to achieve status yeah so you could ask them something you can ask them this question does your image matter to you is there a connection to the way you're perceived and the bottom line if your image goes worse or if it gets better if the answer is no

then you have no business working with them they don't want what you have to sell so the reason why you don't shop at LV in these stores Is because you've already made the decision it's not for me not now not now it's easy because they've already done a good job by saying we're not good for you you're a poor fit so you have to Define what a poor fit for you is people don't people who want the Bargain Basement price people don't care about their status of the image and people who see no connection between

status image and experience design to achieving an Roi and there's Lots of people like that by the way you're just going to say that's not for me you're going to overpay me to do something that you don't care about now once you start to teach people what you want to do is teach people how to create awareness how to build interest how to create desire how to convert and how they can make their customers advocates for their products and services this is the AI DCA format of creating a beautiful Customer journey and you're going to

do this through the lens of creativity and video production or photographic services this is the customer Journey okay so are you interested in creating more more awareness for your business for your event and what's the best way that we can do this well we need to be able to tell our story and distribute it at scale such that people are interested so Then what we have to do for our customers is to tell them what problem are you solving can you tell me what that is and you would do this in a video it's really

weird Chris mhm you you kind of like you having a little weird like Twilight Zone moment I am no I'm like locked in right now because you feel that okay cuz these are things I'm trying to teach you right what you have to do is just teach this to the next person in a video format Okay so you have a message and we need that message to scale and we use social platforms to do that right so this is the message and it could be done with a static image or it could be done with

video but we need to make sure it solves the problem that your clients want what is that well if it's an event they want to know that they've learned right they wouldn't have a good Time they wouldn't know they had some breakthroughs they would to know that there's Transformations they want to network with like-minded individuals they want to be seen as Leaders they want to have status too they need to have content to share they want a good Roi and they wanted to take a break but a better word than take a break is escape

these are the reasons why people go to events I'm sure I'm missing some but I think I hit the major Ones so when you talk to someone who runs an event don't sell them well I got a two-day package I got a one day package you're not selling the right thing you can say most people who run events want people to buy and the reasons why I can figure out why they buy is because I want to learn if you can sell that there's a probability that you will to sell at your event that you

create a great experience For people and then they have assets to share on social is that something you want yes yes it is there's many ways to do this but the way that I can help you is with digital assets in the form of Stills and video mostly designed for social I make very sharable content is that important to you to which to say yes now what you need to do is turn this whole thing into A video some of your content on your on your channel on your YouTube channel will address your target audience

not all because there's only so many of these videos you can make okay and they're going to confuse your audience a little bit but it could be super meta cuz you're going to explain this but then the people watching who are smart it's like wait a minute I will do the same thing I need to talk about my service this way because I can see where Chris is going now so you get some of the content creators just like you and you're going to get some clients watching his video now let's tackle this whole game

of being findable first is the message now we got the message right we're going to take software it's mostly free I use glasp it's a plugin to create a trans script of the video that you just made okay and then you take that you pump it into GPT and you give it some Instructions I'll just put I to write you a really hooky two paragraph summary you should probably have it promise get a strong hook a promise of what you'll learn by watching a video and maybe called to action what will you do with that

you're going to put that on your on your website you're going have a great image you're going to have a really big headline maybe a subhe head and you're going to Jam it out and this image is actually the thumbnail for the video itself so there's a play button there got it okay this means now that Google will be able to find you and there's probably going to be an offer or call to action here you might also include some other things but that's pretty good you can also include a lead magnet here if you

wish and for every video you make you Just go through this process over and over again this is going to be super rich with keywords and what's what's going to be cool is this content lives here so this drives traffic back here which drives people to find you more so it's like this really great loop it's not that complicated we're not done yet okay now you're going to take This and you're going to say you know what I need a LinkedIn article I need to create a multi threaded tweet and each one's going to be

written a little bit differently multi-threaded tweet you probably should try to write in bullet point fashion LinkedIn it's a little bit more story and wherever else you can repurpose this content that's what you're going to do absolutely so you can Take one piece of content and you can jam it out as many different ways as you can and you can create an Instagram probably Carousel out of this you know what's cool if this video starts to work what I would recommend that you do giv me super tactical here is look at your retention graph this

is 100 this is zero goes like this okay your retention graph you know about stuff like this right so this is telling you something what's important this is telling you this is Boring stuff nobody wants to watch so if you were to focus in on this and find out what it is you can probably create a couple of reals out of that what I would recommend you do is take the transcript from that section run it through G GPT tell to write you a script with certain parameters tone of voice style call to action write

you a script record yourself a fresh 60c video don't just cut this video down remix it present it straight to camera super clean read and Now you have another piece of content not only will this help you with SEO finding clients but it will help you grow your presence on social such that if you keep doing this consistently over time I can only see your account growing in the right Dimension that's fantastic yeah I'm a little I'm a little just a little mind blown which is you know a great thing and it's good to have

some action items that I can take and yeah man no this is great this is Great you have a plan I have a loose outline and I'm going to develop one based off of based off let's get right now so what do you need to do next one is it is I can even start by repurposing the old content and getting all of the transcripts and and things together prep my website to develop those videos into Vlogs cuz or just sections in the website um which are you know it's like a constant source of many

case studies I Need to get you DPT IM immediately and do the and start using it as a resource to do the work that I know kind of needs to be done but it's the things I have the resist to which is the multiplatform posting the um the um creation of the smaller content and the removing the friction from creating the the reals and the vertical content for me and it's just I have an outline for editing videos you know that I would Pass to editors but it's this is creating something that is the post

production the post after the postproduction of how to package the video and its entirety okay I'm going to introduce you to a couple of Concepts I'm going to give you some high level stuff to work on okay it won't be a literal like do this this and that but things for you to work on okay all right so currently as I understand it you have a couple of different jobs that you do Um I think you're so jobs to do jtd okay this is It's Biv right jobs to do um I think you're doing the

job of a producer organizing shoots and things of that nature dep is client dependent but yes okay it's just one of the jobs you're also the director who then has to kind of figure out the general direction script or shot list whatever you're the the vision you're seeing what has to be done right you're also the DP Director of Photography okay you may or may not be the editor but somebody has to edit these things and there's a colorist usually involved and there's usually a sound designer some sound work right right levels balance all that

kind of stuff gain um in terms of what you think you're selling what people are buying of these six different roles what do you think they're really buying from you is this the reformed 30,000 foot view Chris or This is just like the currently currently DP the problem with some of these roles most specifically director and DP is it's not scalable right when they hire you and someone else shows up as a d they're like whoa whoa what right so if you were what Rogue could you be that they won't they don't care anymore who

shows up St producer 100% I'm the producer I'm the person like um Harvey Kel's character the wolf in Pulp Fiction yes I'm the guy who makes the bodies Disappear he didn't watch any blood off the thing he just told people what to do he is the conductor of the orchestra doesn't play the instruments but without the conductor this whole thing falls apart he's the captain of the submarine doesn't load the torpedo tubes doesn't cook the meals but without the captain the submarine is in chaos the position that you want to be in is the person

who's like I can get this done I have resources so you move into becoming an Agency I like the word agency a lot and because it can potentially mean lots of different things when we see agency we also mean like the ability to make your own choices one has agency because they're also autonomous an agency has a group of or an agency has similar words to the word agent an agent does not do the work an agent organizes the team and that's really I think what an agency is like you know a talent agency CAA

they don't have they they don't sing they don't dance they don't act they don't model but they're an agent for a team or individuals and that's where you have to kind of start to put your head because what your most valuable asset is your ability to organize produce systems and procure work that means your client interfacing yes okay you're talking about strategy you're talking about creative Direction after which someone Else can do someone for less money more efficiently and possibly even better than you we both believe that there are better directors than you and there

DPS the question is can you afford them but if you're paid enough then everyone can get paid and then you manage it but when you have a team it means you can scale so we got to get ourselves out of this operator mindset into owner producer mindset if we want to grow an agency okay if you want to make more Money than the physical hours in which you can working a day you need to do this okay number two once we understand this concept this is the big concept concept here is to move Beyond solopreneur

to entrepreneur okay okay once we understand that we're in a good place number two we have to answer a few questions not easy to answer but we talked about this yesterday who do you want to work with what is it that you do and why does it matter to them once we Focus on the who we know what their needs are but more importantly we know what their wants are the reason why it it's fairly easy for us to brainstorm because we just focused on either public speakers or event organizers but if like people who

need videos I W that's just so broad I don't know so you have to make a decision relatively soon the sooner the better and then well once we know what their needs are we have to ask our what am I good at what I get Passionate about what gives me joy so what is it that we do what do you do and of course when you understand their wants and their needs and you do well that's why it matters the intersection between what you do and what they want is the why bu and we have

to communicate that we have to then create content that helps them understand the problem which is something you're going to have to work on a little bit right what is the Problem I'm trying to solve well things like selling out an event creating a great experience having assets to Market before during and after right okay a sample and the tool and you have to produce content around this we're going to call it value marketing okay the last thing I want to share with you and want end it here number four is well I'm sorry once

you do all this stuff you have to optimize this stuff and we're going to do two things We're going to do content repurposing because that makes it easier to find you you need to have a strategy that makes you feel like your Omni Channel and Omni present Omni I think is a word that means all all channels all present yes you're everywhere all the time at the same time yes it's an illusion but you Can do it this will help you also with SEO okay number five is I want you to think a little bit

more about how you are present in the world so this has to do with per personal branding and something I think we may talk about a little bit later when you show up to an event and you're working everything about you is going to say something are you the Gap are you Gucci and you just have to figure that out so when you walk around kind of what They would call like the studio lack black shoes black pants black T-shirt you're kind of invisible you really are so I don't mean to be like dripping out

with all the swag and all that stuff but you do need to have what I would consider uniform I'm not talking about the Sears uniform form but you show up in a certain way that creates some differentiation and I was thinking about this morning I was brushing my teeth and I was looking out the window and we're Here in the hillside in Pasadena and I think I saw a deer or coyote run across on the other side of the hill I saw movement and the human mind is designed to notice things that move so when

you're trying to be invisible you blend into the environment and you don't move you say static so things that have movement catch our eye okay so what you want to do even when you're standing still is to create visual Movement so the little things that you do your hair your eyeglasses a hat a certain color that starts to become part of your personal brand your uniform so to create some Intrigue I was telling you a story I was at the taping of a TV show I don't go to many of these things I'm in there

and there are cameras everywhere I don't notice any of them except for this one person and they're dressed a little outrageously relative to everybody else but it's the one Person I I recognize he created movement he was wearing leggings colorful shoes a skirt on top of it like a kilt not a skirt and he walked over to me and he said something and I want to share this with you because you all can do this he walked over to me and said hey fist bump or elbow bump I'm a big fan he's shooting I'm like

oh okay none of the other photographers talk to me okay and he came over once more and he Showed me a little bit of what he's doing little interactions never asked me for anything and then I noticed his professionalism in which the way he was shooting was so different than anybody who covered events before he actually traveled with a little bar light it was really cool to see him work I was like oh that gives me an idea I need to tell my people shoot like this so he stood out in clothing in engagement with

me and also his professionalism and how we Were shooting gave me ideas afterwards he sent me a DM on Instagram and said hey we're we're going to dinner school I regret not being able to talk to you more I'm going back with the the the host and we're flying to Miami I'm like w this is real interesting so I'm starting to ask him questions now he was able to Peak my curiosity so I'm like what do you do do you do this full time you guys just Travel together he goes yes what we do and

so then I look at all the images from this other person who hundreds of thousands of followers I may be assuming incorrectly but I'm assuming all these really gorgeous looking images come from him guess what that's what I want it makes me think about do I need a full-time or semi fulltime dedicated person to follow me around at my events because I feel a little bit self-conscious about that but then I Think this is how the game is played so without even asking me for anything I'm starting to think how do I work with somebody

like him or him specifically that is a beautiful thing that you can do in two or three micro interactions hey I'm a fan of yours this is what I do I'm going to dinner we flying back see how he's kind of like dangling it and leading see how those little interactions create interest in me and curiosity not once he's like hey Who's shooting your videos hey do you need this because people do that to me all the time so if we want to stand out in the world we have to do something that disrupts the

pattern that we've seen so that everybody brother and and sister is doing the exact same thing you just need to do something that's a little bit different in words of Errol Garrison you just need to stand out an eighth of an inch I love it that's it it's not that Radically different but those little tweaks have dramatic results hey congratulations you made it to the end of this really long video and I think you're here because you got a lot of value from what I talked about these are the kinds of conversations I'm having all

the time in my coaching communities two of which I want to point out to you in case you're curious one is the pr group we're doing individualize whiteboard sessions like this via Zoom Twice a month led by me personally surrounded by a bunch of amazing subject matter experts in the Pro Community we'll provide information in the link below or you can comment Pro P Ro and somebody will get in touch with you the other group that I run is called the brand lab and if you're interested in building your personal brand same coach but our

focus is in helping you create more Authority in your space so that you can grow your social following and then Hopefully generate more leads for your business if that interests you check for the link in the description below for brand lab