1 00:00:00,208 --> 00:00:01,791 You're posting consistently, but the 2 00:00:01,791 --> 00:00:02,583 followers aren't coming. 3 00:00:03,041 --> 00:00:04,500 You're running webinars, but barely 4 00:00:04,500 --> 00:00:05,875 anyone is showing up. 5 00:00:06,291 --> 00:00:07,083 Or you're creating lead 6 00:00:07,083 --> 00:00:09,416 magnets, but the list isn't growing. 7 00:00:09,916 --> 00:00:11,583 Well, last week, I sat in a room with 8 00:00:11,583 --> 00:00:12,208 some of the smartest 9 00:00:12,208 --> 00:00:13,458 business owners I know. 10 00:00:13,458 --> 00:00:15,625 And I left with three things that flipped 11 00:00:15,625 --> 00:00:17,708 how I think about content, lead 12 00:00:17,708 --> 00:00:19,250 generation, and webinars. 13 00:00:19,625 --> 00:00:21,416 And if you can apply even one of these 14 00:00:21,416 --> 00:00:22,375 things, you're going to 15 00:00:22,375 --> 00:00:23,833 grow faster and waste a 16 00:01:09,500 --> 00:01:11,583 impact and Connect mastermind. 17 00:01:12,041 --> 00:01:15,166 So to give you some context, I have been 18 00:01:15,166 --> 00:01:16,541 running a mastermind 19 00:01:16,541 --> 00:01:18,458 for almost 10 years now. 20 00:01:18,875 --> 00:01:21,208 And our Connect mastermind is for people 21 00:01:21,208 --> 00:01:24,208 who run a six and seven figure business. 22 00:01:24,708 --> 00:01:27,333 And my impact mastermind are for people 23 00:01:27,333 --> 00:01:29,791 running a seven and eight figure 24 00:01:29,791 --> 00:01:31,041 membership business. 25 00:01:31,541 --> 00:01:32,625 And I'm telling you, 26 00:01:32,625 --> 00:01:34,958 the rooms are incredible. 27 00:01:34,958 --> 00:01:36,041 The people are amazing. 28 00:01:36,541 --> 00:01:39,416 The smarts in that room, the strategies, 29 00:01:39,625 --> 00:01:40,666 the ideas in that 30 00:01:40,666 --> 00:01:42,041 room, and just the people. 31 00:01:42,625 --> 00:01:43,958 Point blank, just the people. 32 00:01:44,166 --> 00:01:45,666 Like, I truly love 33 00:01:45,666 --> 00:01:47,750 being around this group. 34 00:01:48,166 --> 00:01:51,541 And I always walk in thinking that I've 35 00:01:51,541 --> 00:01:53,208 got a good sense of what's going on. 36 00:01:53,500 --> 00:01:56,708 But I always walk out with at least one 37 00:01:56,708 --> 00:01:58,041 idea that completely 38 00:01:58,041 --> 00:01:59,416 changes the game for me. 39 00:01:59,625 --> 00:02:01,791 And I'm running these masterminds. 40 00:02:01,791 --> 00:02:03,666 But for me, they have just been an 41 00:02:03,666 --> 00:02:06,041 incredible source of ideas and 42 00:02:06,041 --> 00:02:08,250 inspiration and just community. 43 00:02:08,541 --> 00:02:09,666 I really, like I said, just 44 00:02:09,666 --> 00:02:10,833 genuinely love these people. 45 00:02:11,500 --> 00:02:13,041 And there were three specific 46 00:02:13,041 --> 00:02:15,250 presentations that were shared over the 47 00:02:15,250 --> 00:02:15,916 course of the week 48 00:02:15,916 --> 00:02:17,083 that really hit me hard. 49 00:02:17,750 --> 00:02:18,958 One is from a gardener. 50 00:02:19,458 --> 00:02:20,875 One is from an SEO guy. 51 00:02:21,291 --> 00:02:22,708 And another is from a 52 00:02:22,708 --> 00:02:23,750 former photographer. 53 00:02:24,333 --> 00:02:26,041 But just stick with me because what 54 00:02:26,041 --> 00:02:27,666 they're doing is incredible. 55 00:02:28,083 --> 00:02:29,000 And here's the bottom line. 56 00:02:29,333 --> 00:02:31,250 The things that they shared apply to you 57 00:02:31,250 --> 00:02:32,958 and me, whether we sell courses, 58 00:02:32,958 --> 00:02:33,958 membership services, 59 00:02:34,250 --> 00:02:35,791 software, or anything else. 60 00:02:36,375 --> 00:02:38,833 And so I want to get into my three big 61 00:02:38,833 --> 00:02:41,416 takeaways that you can start using in 62 00:02:41,416 --> 00:02:42,750 your business right now. 63 00:02:43,250 --> 00:02:45,416 So takeaway number one from the 64 00:02:45,416 --> 00:02:48,750 mastermind was from Nicole Burke. 65 00:02:48,791 --> 00:02:51,375 Now, I had invited Nicole to come and 66 00:02:51,375 --> 00:02:52,833 speak and attend the 67 00:02:52,833 --> 00:02:54,000 mastermind as a guest. 68 00:02:54,500 --> 00:02:56,583 And so she came to our impact mastermind. 69 00:02:57,125 --> 00:02:58,333 Now, if you're not familiar with Nicole, 70 00:02:58,541 --> 00:03:00,875 she has built an unbelievable following 71 00:03:00,875 --> 00:03:02,083 of one point six 72 00:03:02,083 --> 00:03:04,083 million people on Instagram. 73 00:03:04,666 --> 00:03:06,541 And it's through her gardening account 74 00:03:06,541 --> 00:03:07,916 called Gardinary Co. 75 00:03:08,583 --> 00:03:10,958 And then what's interesting is she 76 00:03:10,958 --> 00:03:11,833 started experimenting. 77 00:03:12,166 --> 00:03:13,041 She started a personal 78 00:03:13,041 --> 00:03:14,541 brand just a few months ago. 79 00:03:15,000 --> 00:03:16,500 She always had a personal brand, but she 80 00:03:16,500 --> 00:03:17,916 never really paid attention to it. 81 00:03:18,000 --> 00:03:19,375 And then a few months ago, she's like, 82 00:03:19,375 --> 00:03:21,083 you know what, I'm going to start seeing 83 00:03:21,083 --> 00:03:22,833 if I can grow this thing. 84 00:03:23,458 --> 00:03:25,500 And literally in just a few months, she's 85 00:03:25,500 --> 00:03:28,875 already passed now 90,000 followers and 86 00:03:28,875 --> 00:03:30,833 she's growing by thousands a day. 87 00:03:31,500 --> 00:03:34,208 So I wanted to find out, like, what is 88 00:03:34,208 --> 00:03:35,791 she doing and how is she doing it? 89 00:03:35,791 --> 00:03:37,375 So I invited her to come and speak. 90 00:03:37,875 --> 00:03:40,125 Now, she shared all kinds of nitty gritty 91 00:03:40,125 --> 00:03:41,208 about what she's 92 00:03:41,208 --> 00:03:42,458 doing to grow her account. 93 00:03:42,458 --> 00:03:43,708 But there were a few things 94 00:03:43,708 --> 00:03:44,708 that really stood out for me. 95 00:03:45,000 --> 00:03:48,708 Number one was the mix of the type of 96 00:03:48,708 --> 00:03:49,583 content that she's 97 00:03:49,583 --> 00:03:51,166 publishing on her personal brand. 98 00:03:51,708 --> 00:03:53,041 And she broke it down like this. 99 00:03:53,291 --> 00:03:55,041 She said, if you want to grow a personal 100 00:03:55,041 --> 00:03:58,625 brand, 60 percent of your content needs 101 00:03:58,625 --> 00:04:00,916 to be entertainment based content. 102 00:04:01,416 --> 00:04:03,791 Funny, scroll, stopping fun, you know, 103 00:04:03,791 --> 00:04:05,416 just entertainment based content. 104 00:04:06,125 --> 00:04:08,250 Twenty percent needs to be education, 105 00:04:08,625 --> 00:04:10,083 tips, tricks, strategies. 106 00:04:10,833 --> 00:04:13,125 Ten percent need to be case studies and 107 00:04:13,125 --> 00:04:14,958 proof and five percent 108 00:04:14,958 --> 00:04:16,625 needs to be calls to action. 109 00:04:17,375 --> 00:04:19,375 Now, here was the reality check as she 110 00:04:19,375 --> 00:04:20,208 was going through this. 111 00:04:20,833 --> 00:04:22,291 I literally just like looked at my 112 00:04:22,291 --> 00:04:24,291 Instagram feed and I was just like, I 113 00:04:24,291 --> 00:04:26,875 just hung my head in shame because most 114 00:04:26,875 --> 00:04:29,208 of my content is completely flipped. 115 00:04:29,625 --> 00:04:32,375 Like I have a lot more calls to action. 116 00:04:32,958 --> 00:04:35,125 Most of my content is educational and 117 00:04:35,125 --> 00:04:36,875 barely any of it is entertainment. 118 00:04:37,708 --> 00:04:38,875 Now, Nicole's stats 119 00:04:38,875 --> 00:04:39,916 are hard to argue with. 120 00:04:40,416 --> 00:04:43,041 And what she does is when she does make a 121 00:04:43,041 --> 00:04:44,958 call to action, which is again, only five 122 00:04:44,958 --> 00:04:46,416 percent of her posts, she 123 00:04:46,416 --> 00:04:48,375 gets thousands of responses. 124 00:04:49,125 --> 00:04:50,583 Now, I was skeptical about all this 125 00:04:50,583 --> 00:04:54,375 because, you know, I come from the old 126 00:04:54,375 --> 00:04:56,750 school marketing world where, you know, 127 00:04:56,750 --> 00:04:57,708 we want to become known 128 00:04:57,708 --> 00:04:59,000 for one specific thing. 129 00:04:59,000 --> 00:04:59,750 So this was just like 130 00:04:59,750 --> 00:05:01,250 really messing with my head. 131 00:05:01,666 --> 00:05:03,750 I come from the old school world of 132 00:05:03,750 --> 00:05:05,416 become known for something specific. 133 00:05:05,625 --> 00:05:07,541 And so I just kept saying back to myself, 134 00:05:07,541 --> 00:05:10,250 I'm like, how will it work if I'm 135 00:05:10,250 --> 00:05:12,500 attracting people that aren't 136 00:05:12,500 --> 00:05:15,958 specifically there to learn how to launch 137 00:05:15,958 --> 00:05:17,375 and grow a membership? 138 00:05:17,708 --> 00:05:18,791 So I asked her about this. 139 00:05:18,791 --> 00:05:19,958 I said, Nicole, explain 140 00:05:19,958 --> 00:05:21,166 this to me, unpack this for me. 141 00:05:21,458 --> 00:05:22,083 And she smiled. 142 00:05:22,083 --> 00:05:23,291 She said, look, Stu, she 143 00:05:23,291 --> 00:05:24,125 said, look at my stats. 144 00:05:24,375 --> 00:05:26,208 And so she showed me her stats for the 145 00:05:26,208 --> 00:05:27,666 last 30 days on her 146 00:05:27,666 --> 00:05:29,500 personal Instagram account. 147 00:05:29,791 --> 00:05:32,375 And she had more than 30 million views. 148 00:05:33,041 --> 00:05:35,500 She said, Stu, all I do is I just 149 00:05:35,500 --> 00:05:37,458 retarget all of those views. 150 00:05:37,916 --> 00:05:41,333 So my ad costs are significantly lower 151 00:05:41,333 --> 00:05:43,666 than if I were to try to 152 00:05:43,666 --> 00:05:44,958 market to them directly. 153 00:05:45,250 --> 00:05:47,958 And she said, of those 30 million people, 154 00:05:48,416 --> 00:05:51,250 there is a chunk of them, a percentage of 155 00:05:51,250 --> 00:05:54,541 them that will be interested in what I am 156 00:05:54,541 --> 00:05:58,000 ultimately teaching and delivering in 157 00:05:58,000 --> 00:05:59,291 terms of my products and programs. 158 00:06:00,208 --> 00:06:01,250 And so my mind just 159 00:06:01,250 --> 00:06:03,041 started expanding at this point. 160 00:06:03,125 --> 00:06:05,708 And the reality of it is, is that there 161 00:06:05,708 --> 00:06:07,750 is research to back this up because 162 00:06:07,750 --> 00:06:10,458 Instagram reels are the only format 163 00:06:10,458 --> 00:06:12,875 that's really growing on Instagram with 164 00:06:12,875 --> 00:06:15,500 15 percent year over year, while 165 00:06:15,500 --> 00:06:17,041 everything else has declined. 166 00:06:17,041 --> 00:06:17,958 And this was reported by 167 00:06:17,958 --> 00:06:19,875 Social Insider this year. 168 00:06:20,458 --> 00:06:22,666 And then when you pair educational value 169 00:06:22,666 --> 00:06:25,166 with entertainment, both reels and 170 00:06:25,166 --> 00:06:27,458 carousels can teach while they entertain. 171 00:06:27,458 --> 00:06:28,750 And this is the new normal. 172 00:06:29,041 --> 00:06:30,916 And Nicole said to me, Stu, you're more 173 00:06:30,916 --> 00:06:32,250 than just the membership guy. 174 00:06:32,750 --> 00:06:34,041 But this is when I pushed back and I 175 00:06:34,041 --> 00:06:35,625 said, but how does talking about my 176 00:06:35,625 --> 00:06:39,208 family or my runs or our nonprofit help 177 00:06:39,208 --> 00:06:40,708 me sell memberships? 178 00:06:41,166 --> 00:06:44,041 And she said, Stu, it builds trust when 179 00:06:44,041 --> 00:06:46,083 people get to know you and like you, they 180 00:06:46,083 --> 00:06:48,250 want to do business with you or they tell 181 00:06:48,250 --> 00:06:49,708 someone who is a fit. 182 00:06:50,666 --> 00:06:52,541 People don't marry on the first date. 183 00:06:52,541 --> 00:06:54,333 They want to know who you are first. 184 00:06:54,500 --> 00:06:56,458 And the same is true in business. 185 00:06:56,833 --> 00:06:57,708 This is all making sense. 186 00:06:57,916 --> 00:06:58,750 Anyways, Nicole 187 00:06:58,750 --> 00:07:00,333 unpacked a whole lot more. 188 00:07:00,333 --> 00:07:02,041 But this was the thing that really stood 189 00:07:02,041 --> 00:07:04,541 out to me that I was out of whack in 190 00:07:04,541 --> 00:07:06,291 terms of the type of 191 00:07:06,291 --> 00:07:07,583 content that I'm producing. 192 00:07:08,208 --> 00:07:12,625 And I need to adjust my approach if I 193 00:07:12,625 --> 00:07:14,958 want to reach a broader audience. 194 00:07:14,958 --> 00:07:16,125 And that's exactly what I want to do. 195 00:07:16,291 --> 00:07:18,041 So that was one of my big takeaways. 196 00:07:18,250 --> 00:07:21,416 Thank you, Nicole Burke, for that lesson. 197 00:07:21,541 --> 00:07:23,041 Number two from my 198 00:07:23,041 --> 00:07:26,000 mastermind came from Matt Diamante. 199 00:07:26,625 --> 00:07:28,041 And it's using AI 200 00:07:28,041 --> 00:07:30,250 powered tools as lead magnets. 201 00:07:31,041 --> 00:07:32,541 Now, Matt, his specialty 202 00:07:32,541 --> 00:07:34,416 is generating free traffic. 203 00:07:34,791 --> 00:07:35,791 He does it two ways. 204 00:07:36,333 --> 00:07:37,833 Number one is through SEO. 205 00:07:38,250 --> 00:07:40,541 That's his core expertise. 206 00:07:40,541 --> 00:07:42,916 That's what he has an agency that where 207 00:07:42,916 --> 00:07:44,291 he helps clients with. 208 00:07:44,291 --> 00:07:45,416 He helps them get more 209 00:07:45,416 --> 00:07:47,041 free traffic through SEO. 210 00:07:47,666 --> 00:07:49,541 The other way is through social media. 211 00:07:49,750 --> 00:07:51,041 He is very entertaining. 212 00:07:51,250 --> 00:07:52,291 Like when I think back to what we just 213 00:07:52,291 --> 00:07:54,041 learned about Nicole, Matt is very 214 00:07:54,041 --> 00:07:56,375 entertaining in how he teaches SEO, which 215 00:07:56,375 --> 00:07:57,500 is crazy because SEO is like 216 00:07:57,500 --> 00:07:58,708 one of the most boring topics. 217 00:07:58,958 --> 00:08:00,833 But he does it in a very fun way. 218 00:08:01,208 --> 00:08:02,416 Go check him out at 219 00:08:02,416 --> 00:08:04,625 Hey Tony on Instagram. 220 00:08:05,416 --> 00:08:08,833 OK, so anyways, Matt did a presentation 221 00:08:08,833 --> 00:08:11,125 during our impact mastermind, which was 222 00:08:11,125 --> 00:08:12,125 earlier in the week. 223 00:08:12,125 --> 00:08:13,708 And it was so good that I asked if he 224 00:08:13,708 --> 00:08:16,541 would do it again for our connect group. 225 00:08:17,166 --> 00:08:20,000 And basically what he did was he showed 226 00:08:20,000 --> 00:08:24,458 how he's using AI powered tools as list 227 00:08:24,458 --> 00:08:25,958 builders, as lead magnets. 228 00:08:26,708 --> 00:08:29,958 And he's using these simple AI tools and 229 00:08:29,958 --> 00:08:31,458 he's giving them away for free. 230 00:08:31,833 --> 00:08:34,000 And he's using them to literally generate 231 00:08:34,000 --> 00:08:36,541 thousands of leads per day, 232 00:08:37,541 --> 00:08:38,666 thousands per day. 233 00:08:38,666 --> 00:08:41,750 In fact, while he was showing us, he 234 00:08:41,750 --> 00:08:44,458 created himself a dashboard and he was 235 00:08:44,458 --> 00:08:46,416 literally while he's talking, you could 236 00:08:46,416 --> 00:08:47,958 see the numbers going up 237 00:08:47,958 --> 00:08:49,500 like it was crazy pants. 238 00:08:50,000 --> 00:08:51,333 And so literally by the time he finished 239 00:08:51,333 --> 00:08:53,250 his presentation, the number had gone up 240 00:08:53,250 --> 00:08:54,083 like a couple hundred 241 00:08:54,083 --> 00:08:55,375 people, which is insane. 242 00:08:55,625 --> 00:08:55,833 Right. 243 00:08:56,125 --> 00:08:58,041 So here's why this matters, because 244 00:08:58,041 --> 00:09:00,666 traditional PDF lead magnets, they still 245 00:09:00,666 --> 00:09:02,875 work and people still like them and 246 00:09:02,875 --> 00:09:04,000 people download them. 247 00:09:04,083 --> 00:09:06,041 But the question is, 248 00:09:06,041 --> 00:09:07,666 do they ever read them? 249 00:09:08,041 --> 00:09:10,833 See, interactive tools like the ones that 250 00:09:10,833 --> 00:09:12,166 Matt has been creating, 251 00:09:12,458 --> 00:09:14,250 they deliver value instantly. 252 00:09:14,916 --> 00:09:16,875 And research backs this up as to why 253 00:09:16,875 --> 00:09:19,083 people like this, because marketers who 254 00:09:19,083 --> 00:09:22,125 pair short form content with interactive 255 00:09:22,125 --> 00:09:23,583 tools are seeing the 256 00:09:23,583 --> 00:09:24,750 highest opt in rates. 257 00:09:24,958 --> 00:09:25,833 And we saw it with Matt. 258 00:09:26,208 --> 00:09:30,041 He was seeing anywhere between high 30 259 00:09:30,041 --> 00:09:31,875 percent, upwards of 90 260 00:09:31,875 --> 00:09:33,666 percent for some of his tools. 261 00:09:34,166 --> 00:09:35,875 And a big reason is because they're 262 00:09:35,875 --> 00:09:37,541 personalized output. 263 00:09:38,416 --> 00:09:40,541 See, AI built lead magnets convert at 264 00:09:40,541 --> 00:09:42,208 over two times the rate 265 00:09:42,208 --> 00:09:43,916 of long form PDF guides. 266 00:09:44,291 --> 00:09:45,916 This is according to Content Marketing 267 00:09:45,916 --> 00:09:47,958 Institute and their report that they 268 00:09:47,958 --> 00:09:49,125 released earlier this year. 269 00:09:49,625 --> 00:09:50,458 See, a PDF is like 270 00:09:50,458 --> 00:09:51,833 handing someone a recipe. 271 00:09:52,458 --> 00:09:54,416 But a tool, a tool is like 272 00:09:54,416 --> 00:09:55,875 cooking the meal with them. 273 00:09:56,333 --> 00:09:57,375 One feels like homework. 274 00:09:57,833 --> 00:09:59,750 The other feels like a gift. 275 00:10:00,416 --> 00:10:03,875 So what was cool was in the room, I asked 276 00:10:03,875 --> 00:10:06,291 everybody to break into small groups and 277 00:10:06,291 --> 00:10:08,166 we started brainstorming different tools 278 00:10:08,166 --> 00:10:09,666 that they could build for their market. 279 00:10:10,041 --> 00:10:12,875 And the crazy part was because of AI, 280 00:10:13,500 --> 00:10:15,833 some people in the room built their first 281 00:10:15,833 --> 00:10:17,125 version of these tools 282 00:10:17,125 --> 00:10:18,500 right there and then. 283 00:10:18,791 --> 00:10:20,708 Like it was literally a few clicks and a 284 00:10:20,708 --> 00:10:22,875 few prompts and bada bing bada boom. 285 00:10:23,125 --> 00:10:25,250 The lead magnet tool was done. 286 00:10:26,166 --> 00:10:28,833 I came home from this just super inspired 287 00:10:28,833 --> 00:10:30,250 to use this in our own marketing. 288 00:10:30,916 --> 00:10:32,666 And you can bet your bottom dollar. 289 00:10:33,000 --> 00:10:35,000 My brain immediately went to like what 290 00:10:35,000 --> 00:10:37,666 tools could we create for our audience 291 00:10:37,666 --> 00:10:39,500 that would make the things that I'm 292 00:10:39,500 --> 00:10:42,583 teaching easier to implement. 293 00:10:43,041 --> 00:10:44,416 So I want to plant a seed for you. 294 00:10:44,958 --> 00:10:46,000 What kind of tools could 295 00:10:46,000 --> 00:10:47,541 you create for your market? 296 00:10:48,083 --> 00:10:52,083 Where maybe the tool itself is doing a 297 00:10:52,083 --> 00:10:54,791 bunch of the legwork in terms of helping 298 00:10:54,791 --> 00:10:56,375 people implement the things that you 299 00:10:56,375 --> 00:10:57,708 teach easier and faster. 300 00:10:58,291 --> 00:10:59,333 And could you make it for free? 301 00:10:59,958 --> 00:11:02,083 The sole purpose is to help 302 00:11:02,083 --> 00:11:04,166 people get a result faster. 303 00:11:04,541 --> 00:11:04,833 I'll give you an 304 00:11:04,833 --> 00:11:06,458 example of what Matt does. 305 00:11:07,041 --> 00:11:11,875 Matt has a tool called linkgap.io. 306 00:11:14,708 --> 00:11:17,041 And basically what it does is you put in 307 00:11:17,041 --> 00:11:19,000 your website and you put in a 308 00:11:19,000 --> 00:11:21,333 competitor's website and it will analyze 309 00:11:21,333 --> 00:11:24,791 both and it'll share with you what links 310 00:11:24,791 --> 00:11:28,041 are pointing toward your competitors that 311 00:11:28,041 --> 00:11:30,083 are not pointing toward you. 312 00:11:30,625 --> 00:11:32,166 Now this is a whole process that Matt 313 00:11:32,166 --> 00:11:34,041 teaches because if you can identify those 314 00:11:34,041 --> 00:11:35,333 links, you can reach out to those sites 315 00:11:35,333 --> 00:11:37,833 and you can get links to your site and it 316 00:11:37,833 --> 00:11:39,916 helps in terms of your SEO rankings. 317 00:11:40,291 --> 00:11:42,041 But that process was a 318 00:11:42,041 --> 00:11:43,750 very manual process, right? 319 00:11:43,750 --> 00:11:44,750 Like it takes time. 320 00:11:45,125 --> 00:11:47,333 And so Matt created a very simple tool 321 00:11:47,333 --> 00:11:49,125 where people can literally put in their 322 00:11:49,125 --> 00:11:52,291 name, they put in their website address, 323 00:11:52,291 --> 00:11:53,791 their competitors website and it shows 324 00:11:53,791 --> 00:11:55,791 like three or four websites. 325 00:11:55,791 --> 00:11:57,708 And if people want the full list, they 326 00:11:57,708 --> 00:11:58,916 just put in their email address. 327 00:11:59,458 --> 00:12:02,166 That's the kind of example where it makes 328 00:12:02,166 --> 00:12:04,166 things easier and faster for people. 329 00:12:04,500 --> 00:12:05,208 They get a result, 330 00:12:05,208 --> 00:12:05,958 they get a taste of it. 331 00:12:05,958 --> 00:12:06,916 They're like, this is awesome. 332 00:12:07,333 --> 00:12:08,625 And so now they want the whole thing. 333 00:12:08,625 --> 00:12:09,791 So they put in their email address. 334 00:12:10,000 --> 00:12:11,250 This is why he's 335 00:12:11,250 --> 00:12:13,291 generating thousands of leads a day. 336 00:12:13,666 --> 00:12:15,666 And this is one example of he had at the 337 00:12:15,666 --> 00:12:16,958 time six tools and he 338 00:12:16,958 --> 00:12:18,208 continues to create more. 339 00:12:18,958 --> 00:12:21,125 So anyways, as I said, I 340 00:12:21,125 --> 00:12:22,166 came back super inspired. 341 00:12:22,458 --> 00:12:23,916 I'm going to be creating a bunch of tools 342 00:12:23,916 --> 00:12:26,041 and I want to encourage you to as well, 343 00:12:26,333 --> 00:12:28,458 because these things are converting and 344 00:12:28,458 --> 00:12:30,875 they're generating lessons like crazy. 345 00:12:31,541 --> 00:12:34,875 OK, the next lesson that I got from the 346 00:12:34,875 --> 00:12:36,583 mastermind came from Emily 347 00:12:36,583 --> 00:12:38,875 in our group and her numbers. 348 00:12:39,541 --> 00:12:40,666 For webinars are going 349 00:12:40,666 --> 00:12:41,708 to make your jaw drop. 350 00:12:42,500 --> 00:12:45,458 And so lesson three is pre webinar 351 00:12:45,458 --> 00:12:47,000 emotional connection. 352 00:12:48,333 --> 00:12:51,541 So Emily has been in our group for a 353 00:12:51,541 --> 00:12:53,958 while and she started as a photographer. 354 00:12:54,250 --> 00:12:54,958 She built a very 355 00:12:54,958 --> 00:12:56,625 successful photography business. 356 00:12:57,208 --> 00:12:58,541 She then started teaching other 357 00:12:58,541 --> 00:12:59,541 photographers in 358 00:12:59,541 --> 00:13:00,958 Sweden how to do the same. 359 00:13:01,208 --> 00:13:03,375 And she's built a multi six figure 360 00:13:03,375 --> 00:13:05,458 membership in the photography space. 361 00:13:06,000 --> 00:13:07,458 Now, one of the ways in which she has 362 00:13:07,458 --> 00:13:10,958 grown that has been through webinars and 363 00:13:10,958 --> 00:13:11,958 her webinar numbers 364 00:13:11,958 --> 00:13:13,541 are absolutely bonkers. 365 00:13:14,291 --> 00:13:18,875 She typically does not get below a 60 366 00:13:18,875 --> 00:13:21,750 percent show up rate, 60 percent. 367 00:13:22,291 --> 00:13:25,708 Her live conversion is over 40 percent 368 00:13:25,708 --> 00:13:27,125 and her evergreen 369 00:13:27,125 --> 00:13:29,666 conversion is over 20 percent. 370 00:13:30,125 --> 00:13:32,291 Just take that in for a second. 60 371 00:13:32,291 --> 00:13:35,291 percent show up rate, 40 percent 372 00:13:35,291 --> 00:13:38,208 conversion to her offer on a live webinar 373 00:13:38,208 --> 00:13:40,250 and over 20 percent on 374 00:13:40,250 --> 00:13:41,666 an evergreen webinar. 375 00:13:42,166 --> 00:13:45,375 And these numbers stand out like a sore 376 00:13:45,375 --> 00:13:47,041 thumb when you compare them to industry 377 00:13:47,041 --> 00:13:49,500 average, because industry average is 378 00:13:49,500 --> 00:13:51,250 around 40 percent show up rate. 379 00:13:51,250 --> 00:13:52,708 And even I would say that is high. 380 00:13:53,083 --> 00:13:54,083 And that's according to Riverside 381 00:13:54,083 --> 00:13:56,416 industry average for live webinar 382 00:13:56,416 --> 00:13:58,166 conversion is around 33 percent. 383 00:13:58,458 --> 00:14:00,083 I would say that is high, too. 384 00:14:00,375 --> 00:14:02,458 I don't see that happening for most. 385 00:14:03,333 --> 00:14:05,541 And Emily is well above all of those, 386 00:14:05,541 --> 00:14:06,375 like way above them. 387 00:14:06,666 --> 00:14:07,875 And the one thing that she does 388 00:14:07,875 --> 00:14:10,458 differently is it's not necessarily in 389 00:14:10,458 --> 00:14:12,208 the webinar itself, although she did 390 00:14:12,208 --> 00:14:14,041 unpack for us like how she 391 00:14:14,041 --> 00:14:15,083 structures her presentations. 392 00:14:15,250 --> 00:14:16,833 And there's a lot to glean from that. 393 00:14:17,416 --> 00:14:19,541 But what stood out for me is what she 394 00:14:19,541 --> 00:14:21,083 does before the webinar. 395 00:14:21,666 --> 00:14:23,916 See, most of us send like 396 00:14:23,916 --> 00:14:25,708 what I would call admin emails. 397 00:14:26,291 --> 00:14:27,666 You know, like when somebody signs up for 398 00:14:27,666 --> 00:14:30,041 a webinar, we would send some follow ups. 399 00:14:30,083 --> 00:14:31,708 It would say, OK, don't forget the 400 00:14:31,708 --> 00:14:32,791 webinars on this time 401 00:14:32,791 --> 00:14:34,125 and it's at this date. 402 00:14:34,125 --> 00:14:34,958 And here's the link 403 00:14:34,958 --> 00:14:36,125 and see you on Tuesday. 404 00:14:36,458 --> 00:14:37,125 That kind of thing. 405 00:14:37,125 --> 00:14:37,208 Right. 406 00:14:37,208 --> 00:14:38,916 Like very admin driven. 407 00:14:39,333 --> 00:14:41,416 Well, Emily doesn't necessarily do that. 408 00:14:41,416 --> 00:14:41,750 In fact, 409 00:14:42,833 --> 00:14:45,666 the vast majority of her emails are 410 00:14:45,666 --> 00:14:47,750 written in a way to connect 411 00:14:47,750 --> 00:14:50,000 with the prospect's heart. 412 00:14:50,708 --> 00:14:52,791 She gets into things like their dream 413 00:14:52,791 --> 00:14:54,916 outcome, like where do they want to go? 414 00:14:55,125 --> 00:14:57,208 And she brings that to life in the email. 415 00:14:57,875 --> 00:15:01,000 She really focuses on connection and she 416 00:15:01,000 --> 00:15:03,791 is trying to as much as possible get into 417 00:15:03,791 --> 00:15:05,916 their world and connect to their heart. 418 00:15:06,791 --> 00:15:08,625 So when she's describing different 419 00:15:08,625 --> 00:15:10,750 things, it's in mirrors how they would 420 00:15:10,750 --> 00:15:12,375 describe it themselves or how they would 421 00:15:12,375 --> 00:15:14,208 see themselves in others. 422 00:15:14,708 --> 00:15:16,458 And she talks about like their beliefs 423 00:15:16,458 --> 00:15:18,666 and what they believe about themselves. 424 00:15:19,333 --> 00:15:20,875 She talks about things that she calls 425 00:15:20,875 --> 00:15:22,708 quote the wall, which is like the things 426 00:15:22,708 --> 00:15:24,416 that hold people back, like their real 427 00:15:24,416 --> 00:15:25,291 pain or their real 428 00:15:25,291 --> 00:15:26,916 objections or their real fears. 429 00:15:27,708 --> 00:15:29,500 And then she also talks about what's at 430 00:15:29,500 --> 00:15:30,958 stake if they don't 431 00:15:30,958 --> 00:15:32,625 solve this problem today. 432 00:15:33,333 --> 00:15:36,208 See, most webinar emails are like a 433 00:15:36,208 --> 00:15:37,291 wedding invitation that 434 00:15:37,291 --> 00:15:38,666 just list the date and address. 435 00:15:39,541 --> 00:15:41,708 Emily's are like a personal letter from a 436 00:15:41,708 --> 00:15:43,916 friend who knows exactly why 437 00:15:43,916 --> 00:15:45,791 this moment matters to you. 438 00:15:46,375 --> 00:15:48,291 And so the lesson for me in all of this 439 00:15:48,291 --> 00:15:50,125 is that there's a ton of opportunity 440 00:15:50,125 --> 00:15:52,875 before anyone ever shows up on a webinar. 441 00:15:53,500 --> 00:15:54,791 And most of us are 442 00:15:54,791 --> 00:15:55,958 wasting that opportunity. 443 00:15:56,541 --> 00:16:00,125 The work sets them up to succeed and that 444 00:16:00,125 --> 00:16:03,458 sets us up to actually move somebody from 445 00:16:03,458 --> 00:16:04,750 being interested to 446 00:16:04,750 --> 00:16:06,333 becoming a paying customer. 447 00:16:06,666 --> 00:16:07,541 Is this all making sense? 448 00:16:08,041 --> 00:16:11,375 So what I'm trying to say is that my big 449 00:16:11,375 --> 00:16:13,500 takeaway was that we got some work to do 450 00:16:13,500 --> 00:16:16,416 on our emails leading up to our webinars. 451 00:16:16,833 --> 00:16:18,125 Because what we've got to do is we got to 452 00:16:18,125 --> 00:16:19,458 spend more time connecting 453 00:16:19,458 --> 00:16:20,791 with people at the heart. 454 00:16:21,541 --> 00:16:25,833 Too much of our emails are all about the 455 00:16:25,833 --> 00:16:28,583 head stuff like the date, the time, the 456 00:16:28,583 --> 00:16:31,208 link, the logistical stuff, we got to 457 00:16:31,208 --> 00:16:31,916 connect with the heart. 458 00:16:33,000 --> 00:16:36,708 Now, at the end of the day, masterminds 459 00:16:36,708 --> 00:16:39,625 have been an integral part of my career. 460 00:16:39,625 --> 00:16:42,000 I've been in one since 2004. 461 00:16:42,333 --> 00:16:42,916 Can you believe that? 462 00:16:43,291 --> 00:16:43,833 And I've been running 463 00:16:43,833 --> 00:16:45,458 my own for 10 plus years. 464 00:16:46,041 --> 00:16:47,750 But the real magic of a 465 00:16:47,750 --> 00:16:50,541 mastermind is the room itself. 466 00:16:51,083 --> 00:16:52,416 And I got a message from 467 00:16:52,416 --> 00:16:54,291 Jill in our group afterwards. 468 00:16:54,291 --> 00:16:57,541 And I had asked her and others, like, 469 00:16:57,666 --> 00:16:58,666 what was it that they 470 00:16:58,666 --> 00:16:59,708 loved about the mastermind? 471 00:16:59,791 --> 00:17:01,541 Because we were getting such incredible 472 00:17:01,541 --> 00:17:02,875 feedback after this event. 473 00:17:03,750 --> 00:17:05,541 And Jill put it this way. 474 00:17:05,833 --> 00:17:07,791 She said, "At the time, I didn't fully 475 00:17:07,791 --> 00:17:08,916 have my words together. 476 00:17:09,291 --> 00:17:10,666 While I got a lot out of it 477 00:17:10,666 --> 00:17:12,666 strategy-wise, it was really the people 478 00:17:12,666 --> 00:17:13,708 that made the biggest impact. 479 00:17:14,250 --> 00:17:15,916 It's rare to be in a room full of 480 00:17:15,916 --> 00:17:18,708 ambitious, successful people who are also 481 00:17:18,708 --> 00:17:20,916 grounded, supportive, and open. 482 00:17:21,666 --> 00:17:23,083 That right there is the 483 00:17:23,083 --> 00:17:24,250 magic of a mastermind." 484 00:17:25,000 --> 00:17:27,666 And this is why I keep recommending that 485 00:17:27,666 --> 00:17:29,583 you go get in a mastermind, whether it's 486 00:17:29,583 --> 00:17:31,833 a peer-based mastermind or whether it's 487 00:17:31,833 --> 00:17:33,208 joining our mastermind. 488 00:17:33,541 --> 00:17:34,291 Like, I've been part of 489 00:17:34,291 --> 00:17:35,916 a mastermind since 2004. 490 00:17:36,125 --> 00:17:36,875 And I've been running my 491 00:17:36,875 --> 00:17:38,000 own for the last 10 years. 492 00:17:38,375 --> 00:17:41,125 And building a business is lonely. 493 00:17:41,666 --> 00:17:44,666 This is why I believe in masterminds. 494 00:17:44,708 --> 00:17:46,791 Because most of us don't have people 495 00:17:46,791 --> 00:17:48,333 around us that get it, right? 496 00:17:48,333 --> 00:17:50,458 Like, the self-doubt that creeps in and 497 00:17:50,458 --> 00:17:52,208 how we have to combat that every day, the 498 00:17:52,208 --> 00:17:54,125 stuff that we're navigating and dealing 499 00:17:54,125 --> 00:17:56,083 with, the challenges, all of that. 500 00:17:56,208 --> 00:17:58,583 But when you get in a room of people who 501 00:17:58,583 --> 00:18:00,291 get it, you feel seen 502 00:18:00,291 --> 00:18:01,583 and you feel validated. 503 00:18:02,166 --> 00:18:04,041 And you leave with momentum. 504 00:18:04,791 --> 00:18:06,791 The number one thing that you and I have 505 00:18:06,791 --> 00:18:07,708 to protect as 506 00:18:07,708 --> 00:18:09,875 entrepreneurs is our confidence. 507 00:18:10,375 --> 00:18:12,541 And a great group does that for you. 508 00:18:13,083 --> 00:18:15,166 So if you've got a six-figure business 509 00:18:15,166 --> 00:18:16,750 and you're curious about being part of 510 00:18:16,750 --> 00:18:18,291 our mastermind, then just 511 00:18:18,291 --> 00:18:19,791 send me a DM on Instagram. 512 00:18:19,791 --> 00:18:20,916 Just put mastermind in the 513 00:18:20,916 --> 00:18:22,166 message and let's connect. 514 00:18:22,750 --> 00:18:25,291 Now, for future episodes, I've got a lot 515 00:18:25,291 --> 00:18:26,208 that I want to unpack. 516 00:18:26,416 --> 00:18:28,291 Some of the things that I shared here 517 00:18:28,291 --> 00:18:29,166 today, I want to dig 518 00:18:29,166 --> 00:18:30,375 into a little deeper. 519 00:18:31,041 --> 00:18:33,625 Like, certainly Emily's webinar structure 520 00:18:33,625 --> 00:18:35,750 and how she's got that set up, I'll give 521 00:18:35,750 --> 00:18:36,750 you an update on some of 522 00:18:36,750 --> 00:18:37,833 the tools that I'm building. 523 00:18:37,833 --> 00:18:40,250 Like, I was building one right before I 524 00:18:40,250 --> 00:18:41,875 jumped on to record this today. 525 00:18:42,166 --> 00:18:44,000 And I'm just so fired up and excited. 526 00:18:44,000 --> 00:18:45,041 It is an incredible 527 00:18:45,041 --> 00:18:47,500 time to be an entrepreneur. 528 00:18:48,125 --> 00:18:51,250 And I just can't wait for us to go behind 529 00:18:51,250 --> 00:18:53,000 the scenes and continue sharing what 530 00:18:53,000 --> 00:18:54,625 we're doing in the hopes that it 531 00:18:54,625 --> 00:18:55,583 continues to help you. 532 00:18:56,000 --> 00:18:57,041 Now, here's my question for you. 533 00:18:57,583 --> 00:18:59,583 Have any of these episodes that you've 534 00:18:59,583 --> 00:19:01,291 been listening to lately been a help? 535 00:19:01,791 --> 00:19:03,458 If so, would you do me a favor? 536 00:19:04,041 --> 00:19:06,500 Would you go and leave a review? 537 00:19:06,791 --> 00:19:07,583 Because those mean the 538 00:19:07,583 --> 00:19:08,541 world to me, number one. 539 00:19:08,541 --> 00:19:10,541 But number two is that they really do 540 00:19:10,541 --> 00:19:11,833 help get the show in 541 00:19:11,833 --> 00:19:13,166 front of more people. 542 00:19:13,708 --> 00:19:16,041 And so if you've got value from this, 543 00:19:16,041 --> 00:19:17,583 just take that like three minutes. 544 00:19:17,875 --> 00:19:20,166 Go leave a review, whether it's on Apple 545 00:19:20,166 --> 00:19:22,541 or Spotify or whatever platform you're 546 00:19:22,541 --> 00:19:23,625 listening to, that would 547 00:19:23,625 --> 00:19:26,208 mean a huge deal to me. 548 00:19:26,500 --> 00:19:28,666 Okay, so, brief recap. 549 00:19:29,166 --> 00:19:30,375 Three lessons from the 550 00:19:30,375 --> 00:19:31,291 mastermind last week. 551 00:19:31,291 --> 00:19:33,000 Number one, mix your 552 00:19:33,000 --> 00:19:35,458 content. 60, 20, 10, and 5. 553 00:19:35,958 --> 00:19:39,416 And being 60% entertainment, 20% being 554 00:19:39,416 --> 00:19:42,875 educational, 10% being case studies and 555 00:19:42,875 --> 00:19:44,083 social proof, and 5% 556 00:19:44,500 --> 00:19:45,625 being calls to action. 557 00:19:45,875 --> 00:19:49,041 And start letting people see more of who 558 00:19:49,041 --> 00:19:50,833 you are, not just what you sell. 559 00:19:51,791 --> 00:19:55,125 Number two, use AI to build simple tools 560 00:19:55,125 --> 00:19:57,375 your audience can actually use. 561 00:19:57,375 --> 00:19:58,625 Make their lives easier. 562 00:19:59,083 --> 00:19:59,791 If you do that, 563 00:19:59,791 --> 00:20:01,125 they'll start coming to you. 564 00:20:01,541 --> 00:20:04,333 Number three, the work you do before a 565 00:20:04,333 --> 00:20:06,125 webinar matters as much 566 00:20:06,125 --> 00:20:07,625 as the webinar itself. 567 00:20:08,333 --> 00:20:11,375 Spend more time connecting to the heart. 568 00:20:11,708 --> 00:20:12,833 No. 569 00:20:14,125 --> 00:20:16,708 But it does get a whole lot easier when 570 00:20:16,708 --> 00:20:18,666 you've got the right ideas and the right 571 00:20:18,666 --> 00:20:22,208 people all in the right room around you. 572 00:20:22,500 --> 00:20:24,291 And that's what last week reminded me of. 573 00:20:24,583 --> 00:20:27,291 I just love this group of humans, this 574 00:20:27,291 --> 00:20:29,708 group of entrepreneurs who are dedicated 575 00:20:29,708 --> 00:20:31,166 to growing their business and 576 00:20:31,166 --> 00:20:33,041 doing more good in the world. 577 00:20:33,541 --> 00:20:35,791 And so I just want to encourage you, if 578 00:20:35,791 --> 00:20:38,083 you're not in a mastermind yet, go form one, whether it's a peer mastermind, go form one. 579 00:20:38,583 --> 00:20:39,416 Whether it's a peer 580 00:20:39,416 --> 00:20:40,916 mastermind, go join one. 581 00:20:40,916 --> 00:20:42,250 Whether it's a paid one like ours. 582 00:20:42,750 --> 00:20:45,375 But get in a room with other people who 583 00:20:45,375 --> 00:20:48,041 get you, understand you, and can help you 584 00:20:48,041 --> 00:20:49,208 get to the next level. 585 00:20:49,708 --> 00:20:50,916 Thank you for listening, my friend. 586 00:20:51,500 --> 00:20:52,125 Don't forget to