1
00:00:00,208 --> 00:00:01,708
 Have you ever wondered if your message is

2
00:00:01,708 --> 00:00:02,875
 actually getting through?

3
00:00:03,250 --> 00:00:05,458
 Like you keep saying the same things over

4
00:00:05,458 --> 00:00:07,375
 and over and you look around and think,

5
00:00:07,375 --> 00:00:09,333
 is anyone actually hearing this?

6
00:00:09,750 --> 00:00:10,416
 Listen, I get it.

7
00:00:10,416 --> 00:00:11,916
 I've been there, but I want to share a

8
00:00:11,916 --> 00:00:13,250
 moment with you today that completely

9
00:00:13,250 --> 00:00:15,333
 changed how I think about that question.

10
00:00:15,583 --> 00:00:17,458
 And it didn't happen in a boardroom or in

11
00:00:17,458 --> 00:00:19,291
 the office or in the studio.

12
00:01:05,416 --> 00:01:07,666
 close friends, Alicia, to school.

13
00:01:08,666 --> 00:01:10,000
 And in that we get

14
00:01:10,000 --> 00:01:11,833
 some great conversation.

15
00:01:12,833 --> 00:01:14,041
 I'm asking them questions.

16
00:01:14,041 --> 00:01:16,083
 I'm doing the cheesy dad stuff like

17
00:01:16,083 --> 00:01:18,041
 karaoke and all that kind of stuff.

18
00:01:18,833 --> 00:01:21,541
 But oftentimes, especially early in the

19
00:01:21,541 --> 00:01:22,500
 morning, sometimes the

20
00:01:22,500 --> 00:01:23,708
 girls are quiet, right?

21
00:01:23,708 --> 00:01:26,416
 So they're tired and they don't do a lot

22
00:01:26,416 --> 00:01:27,875
 of talking or they're

23
00:01:27,875 --> 00:01:29,041
 talking to themselves.

24
00:01:29,041 --> 00:01:31,125
 And I just stay quiet and I listen to the

25
00:01:31,125 --> 00:01:34,125
 conversation and soak in what's happening

26
00:01:34,166 --> 00:01:35,833
 in the world of teenagers.

27
00:01:36,833 --> 00:01:37,666
 And interestingly

28
00:01:37,666 --> 00:01:39,250
 enough, as I was driving,

29
00:01:40,458 --> 00:01:43,083
 I heard a conversation between my

30
00:01:43,083 --> 00:01:44,208
 daughter and Alicia.

31
00:01:45,458 --> 00:01:47,916
 And long story short, there was a

32
00:01:47,916 --> 00:01:49,333
 conversation about sleep.

33
00:01:50,333 --> 00:01:53,000
 And when you're a parent driving a couple

34
00:01:53,000 --> 00:01:55,833
 teenagers around, often in those moments,

35
00:01:55,833 --> 00:01:58,291
 you just become invisible and you just

36
00:01:58,291 --> 00:01:59,791
 like listen and soak in

37
00:01:59,791 --> 00:02:01,166
 what they're talking about.

38
00:02:01,166 --> 00:02:02,500
 So they were just having a

39
00:02:02,500 --> 00:02:03,625
 conversation about sleep.

40
00:02:04,000 --> 00:02:05,958
 And I really wasn't paying that much

41
00:02:05,958 --> 00:02:07,750
 attention to what they were saying until

42
00:02:07,750 --> 00:02:08,750
 I heard my daughter

43
00:02:08,750 --> 00:02:09,708
 say this to her friend.

44
00:02:10,041 --> 00:02:11,208
 She said, "Sleep

45
00:02:11,208 --> 00:02:13,166
 makes your brain smarter."

46
00:02:14,250 --> 00:02:17,250
 And in that moment, I just, I paused and

47
00:02:17,250 --> 00:02:19,791
 I smiled and I almost did a double take

48
00:02:19,791 --> 00:02:22,666
 because that's something that I have said

49
00:02:22,666 --> 00:02:24,291
 to her more than once,

50
00:02:24,500 --> 00:02:26,125
 probably a ton of times, honestly.

51
00:02:26,500 --> 00:02:27,125
 But here's the thing,

52
00:02:27,375 --> 00:02:28,541
 she wasn't quoting me.

53
00:02:28,750 --> 00:02:29,583
 She didn't say like,

54
00:02:29,583 --> 00:02:31,000
 "My dad always says."

55
00:02:31,541 --> 00:02:34,000
 She just said it like it was hers, like

56
00:02:34,000 --> 00:02:35,958
 it was just true, like it was just

57
00:02:35,958 --> 00:02:37,041
 something that she knew.

58
00:02:37,500 --> 00:02:39,375
 And I sat there quietly in the front seat

59
00:02:39,375 --> 00:02:41,541
 thinking, "All right, yes."

60
00:02:43,166 --> 00:02:43,833
 It's gotten through.

61
00:02:44,166 --> 00:02:45,500
 The message has gotten through.

62
00:02:45,875 --> 00:02:47,208
 And I didn't see it happening.

63
00:02:47,458 --> 00:02:49,333
 There was no moment when she looked at me

64
00:02:49,333 --> 00:02:51,166
 and said like, "Dad, I get it now."

65
00:02:51,375 --> 00:02:52,625
 Like it just landed.

66
00:02:53,041 --> 00:02:54,416
 It was just one of those messages that

67
00:02:54,416 --> 00:02:56,125
 landed quietly over time.

68
00:02:56,708 --> 00:02:57,541
 Now here's the bottom line.

69
00:02:57,833 --> 00:02:59,500
 The same thing is happening in your

70
00:02:59,500 --> 00:03:01,958
 business right now with your team and

71
00:03:01,958 --> 00:03:04,041
 with your audience, your values, your

72
00:03:04,041 --> 00:03:06,333
 beliefs, your philosophy, the things that

73
00:03:06,333 --> 00:03:08,541
 you keep saying over and over, they're

74
00:03:08,541 --> 00:03:11,750
 landing even when you can't see it.

75
00:03:12,875 --> 00:03:14,250
 So let's talk about why this matters

76
00:03:14,250 --> 00:03:16,041
 because I think there are three things

77
00:03:16,041 --> 00:03:18,333
 you and I really need to understand here.

78
00:03:18,916 --> 00:03:21,166
 Number one is repetition is

79
00:03:21,166 --> 00:03:23,625
 how people learn, full stop.

80
00:03:24,125 --> 00:03:25,541
 This is just how our brain works.

81
00:03:25,750 --> 00:03:27,500
 When you hear something new for the first

82
00:03:27,500 --> 00:03:29,958
 time, your brain doesn't just accept it.

83
00:03:30,166 --> 00:03:31,583
 It kind of files it away.

84
00:03:31,958 --> 00:03:33,333
 Maybe it perks up a little.

85
00:03:33,625 --> 00:03:35,125
 Maybe it doesn't hold onto it.

86
00:03:35,125 --> 00:03:36,166
 But I want you to think of

87
00:03:36,166 --> 00:03:37,333
 it like a nail and hammer.

88
00:03:37,750 --> 00:03:39,208
 You can't drive a nail

89
00:03:39,208 --> 00:03:41,000
 into a wall with one swing.

90
00:03:41,541 --> 00:03:43,125
 You have to keep going.

91
00:03:43,333 --> 00:03:45,125
 You have to hit it again and again.

92
00:03:45,666 --> 00:03:47,791
 And that's not a bug in how we learn.

93
00:03:47,791 --> 00:03:49,000
 It's just how it works.

94
00:03:49,333 --> 00:03:50,375
 And here's what the research says.

95
00:03:50,708 --> 00:03:51,875
 There's something called the

96
00:03:51,875 --> 00:03:52,875
 rule of seven in marketing.

97
00:03:52,916 --> 00:03:56,583
 And the idea is that someone needs to see

98
00:03:56,583 --> 00:03:58,875
 or hear your message about seven times

99
00:03:58,875 --> 00:04:01,291
 before they actually take action on it.

100
00:04:01,625 --> 00:04:02,125
 Seven times.

101
00:04:02,833 --> 00:04:05,250
 And some newer research suggests that it

102
00:04:05,250 --> 00:04:07,625
 could take even more than ten exposures

103
00:04:07,625 --> 00:04:09,291
 before someone really

104
00:04:09,291 --> 00:04:11,041
 commits to doing something.

105
00:04:11,458 --> 00:04:12,625
 Ten times.

106
00:04:13,208 --> 00:04:15,125
 So if you've said something three times

107
00:04:15,125 --> 00:04:15,625
 and you're thinking,

108
00:04:15,875 --> 00:04:17,041
 okay, they've got it.

109
00:04:17,041 --> 00:04:18,416
 I want to gently tell

110
00:04:18,416 --> 00:04:18,875
 you, no, they didn't.

111
00:04:18,916 --> 00:04:22,375
 And I want to emphasize

112
00:04:22,375 --> 00:04:23,833
 this with a real world example.

113
00:04:24,458 --> 00:04:27,000
 So as I mentioned in our last episode, we

114
00:04:27,000 --> 00:04:29,958
 are gearing up for our first ever summit.

115
00:04:30,541 --> 00:04:32,125
 Now, part of that registration

116
00:04:32,125 --> 00:04:34,708
 process is the summit is free.

117
00:04:35,291 --> 00:04:38,125
 So anybody can register absolutely free

118
00:04:38,125 --> 00:04:42,625
 and be able to consume all of the 24

119
00:04:42,625 --> 00:04:43,291
 sessions with these amazing creators.

120
00:04:43,291 --> 00:04:48,458
 Now, as part of that, though, in the

121
00:04:48,458 --> 00:04:50,375
 onboarding, they have the opportunity to

122
00:04:50,375 --> 00:04:53,875
 purchase the all access pass and it gives

123
00:04:53,875 --> 00:04:55,666
 them access to all the recordings.

124
00:04:55,958 --> 00:04:58,083
 It gives them access to all these

125
00:04:58,083 --> 00:04:59,958
 incredible playbooks that our team have

126
00:04:59,958 --> 00:05:02,625
 created based on the interviews and all

127
00:05:02,625 --> 00:05:04,250
 the additional resources that we've

128
00:05:04,250 --> 00:05:06,041
 produced to be able to help you implement

129
00:05:06,041 --> 00:05:08,625
 the ideas that this incredible group of

130
00:05:08,625 --> 00:05:09,541
 creators are sharing.

131
00:05:10,166 --> 00:05:11,291
 And so people have gone through that process to register.

132
00:05:11,291 --> 00:05:13,000
 Now,

133
00:05:14,125 --> 00:05:17,458
 interestingly enough, yesterday we held a

134
00:05:17,458 --> 00:05:19,875
 pre party and basically what that means

135
00:05:19,875 --> 00:05:22,833
 is like, you know, people are coming to

136
00:05:22,833 --> 00:05:25,958
 this live session and I'm basically

137
00:05:25,958 --> 00:05:27,125
 walking through like how

138
00:05:27,125 --> 00:05:28,041
 the event's going to work.

139
00:05:28,333 --> 00:05:29,625
 You know, we're doing kind of like a tech

140
00:05:29,625 --> 00:05:30,500
 check to make sure that

141
00:05:30,500 --> 00:05:32,791
 everybody's good and comfortable.

142
00:05:33,125 --> 00:05:34,375
 They know where to find things.

143
00:05:34,750 --> 00:05:36,083
 And in that I was also sharing some more about the all access pass.

144
00:05:36,125 --> 00:05:37,833
 Well,

145
00:05:39,333 --> 00:05:43,375
 we had a ton, like a flood of people who

146
00:05:43,375 --> 00:05:46,541
 then purchased the all access pass.

147
00:05:46,541 --> 00:05:47,625
 It was like one of our biggest

148
00:05:47,625 --> 00:05:50,125
 all access pass purchase days.

149
00:05:50,833 --> 00:05:52,750
 And I share that because these people

150
00:05:52,750 --> 00:05:54,833
 have already seen that messaging.

151
00:05:55,208 --> 00:05:56,166
 And so it just comes back

152
00:05:56,166 --> 00:05:57,041
 to what we're talking about.

153
00:05:57,500 --> 00:05:59,458
 Many times we have to say the same

154
00:05:59,458 --> 00:06:01,083
 message over and over and over again

155
00:06:01,083 --> 00:06:02,125
 before people understand

156
00:06:02,125 --> 00:06:02,875
 the value and or take action.

157
00:06:02,875 --> 00:06:08,208
 And that was the case with our team. Like people have already

158
00:06:08,208 --> 00:06:09,833
 seen the all access pass.

159
00:06:10,250 --> 00:06:12,625
 They had already decided not to buy it.

160
00:06:12,875 --> 00:06:15,000
 And yet when I talked about it a second,

161
00:06:15,000 --> 00:06:17,416
 a third, a fourth, a fifth time, that was

162
00:06:17,416 --> 00:06:19,500
 when they decided to make it.

163
00:06:20,041 --> 00:06:23,291
 So point being, repetition is how people

164
00:06:23,291 --> 00:06:25,750
 learn and we've got to get comfortable

165
00:06:25,750 --> 00:06:28,416
 with, you know, repeating the messages.

166
00:06:28,666 --> 00:06:28,875
 This isn't about being annoying or repetitive for the sake of it.

167
00:06:28,875 --> 00:06:34,041
 It's just how people learn. It's just how learning works.

168
00:06:34,458 --> 00:06:35,666
 You just got to keep going.

169
00:06:36,541 --> 00:06:36,708
 Okay.

170
00:06:36,750 --> 00:06:38,791
 Number two, your boredom

171
00:06:38,791 --> 00:06:40,750
 is actually a good sign.

172
00:06:41,416 --> 00:06:43,208
 See, this is one of the things that trips

173
00:06:43,208 --> 00:06:45,000
 people up the most, including me.

174
00:06:45,583 --> 00:06:46,208
 And here's what happens.

175
00:06:46,541 --> 00:06:48,625
 You got a message or core belief or

176
00:06:48,625 --> 00:06:50,625
 something you really want people to know

177
00:06:50,625 --> 00:06:52,958
 and feel and take action on.

178
00:06:52,958 --> 00:06:54,791
 And you say it and you say it again.

179
00:06:54,791 --> 00:06:55,666
 And then you say it a third time and somewhere around the fourth or fifth time, you start thinking about it.

180
00:06:55,708 --> 00:06:57,625
 Third time and somewhere around the

181
00:06:57,625 --> 00:06:59,166
 fourth or fifth time, you start thinking,

182
00:06:59,166 --> 00:07:00,625
 okay, I'm done repeating myself.

183
00:07:00,833 --> 00:07:02,166
 Like people are getting tired of hearing

184
00:07:02,166 --> 00:07:03,666
 this, but here's the thing.

185
00:07:04,083 --> 00:07:04,541
 They're not.

186
00:07:05,250 --> 00:07:06,125
 So ask yourself this.

187
00:07:06,666 --> 00:07:08,583
 If you're not a little tired of saying

188
00:07:08,583 --> 00:07:11,166
 the same thing, your audience probably

189
00:07:11,166 --> 00:07:13,333
 hasn't heard it enough yet.

190
00:07:14,041 --> 00:07:16,041
 Think about Nike with just do it.

191
00:07:16,416 --> 00:07:18,583
 That campaign has been running for close

192
00:07:18,583 --> 00:07:20,250
 to 30 years. 30 years

193
00:07:20,250 --> 00:07:21,458
 of the same message.

194
00:07:21,833 --> 00:07:22,541
 Do you think Nike got

195
00:07:22,541 --> 00:07:23,375
 sick of it at some point?

196
00:07:23,750 --> 00:07:26,291
 Maybe, but they didn't stop and now we

197
00:07:26,291 --> 00:07:27,500
 all know it and we feel it

198
00:07:27,500 --> 00:07:29,125
 and it means something to us.

199
00:07:29,541 --> 00:07:32,666
 Your philosophy is your just do it.

200
00:07:32,958 --> 00:07:34,458
 Think about your favorite band.

201
00:07:34,458 --> 00:07:36,291
 Like one of my favorite bands is U2.

202
00:07:36,708 --> 00:07:40,333
 If I go to watch U2, do I just want to

203
00:07:40,333 --> 00:07:41,458
 hear their new songs?

204
00:07:41,916 --> 00:07:42,583
 Heck no.

205
00:07:42,791 --> 00:07:44,958
 I want to hear all the classics, the

206
00:07:44,958 --> 00:07:46,708
 songs that they probably played thousands

207
00:07:46,708 --> 00:07:48,083
 and thousands of times.

208
00:07:48,208 --> 00:07:49,166
 I want to hear where the

209
00:07:49,166 --> 00:07:50,583
 streets have no name, right?

210
00:07:51,083 --> 00:07:53,666
 It's because those are the messages.

211
00:07:53,875 --> 00:07:56,000
 Those are the songs that they're probably

212
00:07:56,000 --> 00:07:58,000
 sick of singing, but we

213
00:07:58,000 --> 00:08:00,416
 all want to hear again.

214
00:08:00,916 --> 00:08:01,875
 So what do you

215
00:08:01,875 --> 00:08:03,041
 believe about your industry?

216
00:08:03,291 --> 00:08:05,041
 What do you believe about your customers?

217
00:08:05,333 --> 00:08:06,416
 What do you believe about

218
00:08:06,416 --> 00:08:08,000
 how business should work?

219
00:08:08,291 --> 00:08:09,583
 Say it, say it again,

220
00:08:09,875 --> 00:08:10,791
 say it in a different way.

221
00:08:10,916 --> 00:08:12,708
 Put it in a post, put it in a podcast,

222
00:08:12,708 --> 00:08:13,625
 put it in a conversation.

223
00:08:14,083 --> 00:08:16,125
 And when you start feeling that itch to

224
00:08:16,125 --> 00:08:17,750
 say something new because you're bored,

225
00:08:18,250 --> 00:08:21,166
 that's usually the signal to keep going.

226
00:08:21,416 --> 00:08:22,166
 Not to stop.

227
00:08:22,625 --> 00:08:23,125
 You with me?

228
00:08:23,750 --> 00:08:23,958
 Okay.

229
00:08:24,750 --> 00:08:25,208
 Number three.

230
00:08:25,750 --> 00:08:27,666
 This isn't just about your audience.

231
00:08:28,416 --> 00:08:29,958
 It's about your team too.

232
00:08:30,666 --> 00:08:32,375
 See, we talk a lot about marketing to

233
00:08:32,375 --> 00:08:34,416
 customers, but I want to pause here and I

234
00:08:34,416 --> 00:08:35,166
 want to talk about the

235
00:08:35,166 --> 00:08:36,500
 people inside your business.

236
00:08:37,000 --> 00:08:39,625
 Your team needs to hear your values just

237
00:08:39,625 --> 00:08:41,041
 as much as your audience does.

238
00:08:41,541 --> 00:08:43,458
 See, culture isn't built in one meeting.

239
00:08:43,458 --> 00:08:44,458
 It's not built at an

240
00:08:44,458 --> 00:08:45,875
 offsite or in a single email.

241
00:08:46,125 --> 00:08:47,666
 It's built by repetition.

242
00:08:48,291 --> 00:08:49,958
 So what do you want your team to believe

243
00:08:49,958 --> 00:08:51,958
 about how you treat the people you serve?

244
00:08:52,375 --> 00:08:54,083
 What do you want them to know about the

245
00:08:54,083 --> 00:08:55,083
 kind of business that you're

246
00:08:55,083 --> 00:08:56,625
 building or what you stand for?

247
00:08:56,958 --> 00:08:58,625
 You have to say it and you have to say it

248
00:08:58,625 --> 00:09:00,375
 again and again and again.

249
00:09:00,833 --> 00:09:03,000
 I was reminded of this years ago when

250
00:09:03,416 --> 00:09:04,916
 was business partners with Michael Hyatt.

251
00:09:05,416 --> 00:09:08,875
 One of my reasons for wanting to go into

252
00:09:08,875 --> 00:09:09,791
 business with Michael

253
00:09:09,791 --> 00:09:10,958
 was to learn from him.

254
00:09:11,208 --> 00:09:12,500
 He's an exceptional leader.

255
00:09:12,875 --> 00:09:15,291
 He's the former CEO of Thomas Nelson

256
00:09:15,291 --> 00:09:16,291
 Publishers, which is a

257
00:09:16,291 --> 00:09:17,625
 massive publishing company.

258
00:09:18,125 --> 00:09:19,708
 He's just an incredible leader.

259
00:09:20,166 --> 00:09:22,250
 One of the things that I learned from him

260
00:09:22,250 --> 00:09:24,291
 was just the importance of repetition,

261
00:09:24,416 --> 00:09:27,000
 specifically as it relates to leading a

262
00:09:27,000 --> 00:09:28,916
 team and communicating your values.

263
00:09:29,416 --> 00:09:31,333
 See, oftentimes we'll take that moment or

264
00:09:31,333 --> 00:09:32,958
 that day and we'll write out our values

265
00:09:32,958 --> 00:09:34,166
 and we'll talk about it one time.

266
00:09:34,416 --> 00:09:37,208
 But you have to talk about it on repeat.

267
00:09:37,625 --> 00:09:38,708
 That's where the team

268
00:09:38,708 --> 00:09:40,666
 really absorbs the messaging.

269
00:09:40,833 --> 00:09:41,958
 And that was one of the biggest messages

270
00:09:41,958 --> 00:09:43,791
 or that, sorry, that was one of the

271
00:09:43,791 --> 00:09:45,708
 biggest lessons that I learned from

272
00:09:45,708 --> 00:09:47,833
 Michael during our time together.

273
00:09:48,166 --> 00:09:49,500
 So you have to say it and you have to say

274
00:09:49,500 --> 00:09:51,416
 it again and again in the way that you

275
00:09:51,416 --> 00:09:53,208
 run meetings, in the messages that you

276
00:09:53,208 --> 00:09:55,166
 send, in the decisions that you make out

277
00:09:55,166 --> 00:09:58,041
 loud so people can see and hear and feel

278
00:09:58,041 --> 00:09:59,291
 your values in action.

279
00:10:00,000 --> 00:10:01,041
 And here's what happens when you do.

280
00:10:01,583 --> 00:10:04,166
 One day someone in your team will say

281
00:10:04,166 --> 00:10:05,708
 something and you'll realize

282
00:10:05,708 --> 00:10:07,875
 they're not quoting a policy.

283
00:10:08,166 --> 00:10:09,041
 They're not saying it

284
00:10:09,041 --> 00:10:10,041
 because they have to.

285
00:10:10,041 --> 00:10:10,875
 They're not saying it

286
00:10:10,875 --> 00:10:11,958
 because they memorized it.

287
00:10:11,958 --> 00:10:12,708
 They're saying it

288
00:10:12,708 --> 00:10:14,500
 because it became theirs.

289
00:10:15,041 --> 00:10:17,041
 Just like my daughter in the back seat

290
00:10:17,041 --> 00:10:18,708
 telling her friend that

291
00:10:18,708 --> 00:10:21,166
 sleep makes your brain smarter.

292
00:10:21,583 --> 00:10:22,208
 She didn't know that

293
00:10:22,208 --> 00:10:23,083
 she learned it from me.

294
00:10:23,291 --> 00:10:25,166
 She just knew it was true.

295
00:10:25,458 --> 00:10:27,166
 And that's what you're building every

296
00:10:27,166 --> 00:10:29,416
 time you say it again and again.

297
00:10:29,416 --> 00:10:31,166
 week.

298
00:10:31,625 --> 00:10:32,625
 I want you to take 10 minutes.

299
00:10:33,083 --> 00:10:34,750
 Seriously, just 10 minutes.

300
00:10:35,208 --> 00:10:38,166
 Write down the three core things you want

301
00:10:38,166 --> 00:10:41,125
 your audience to believe about you, about

302
00:10:41,125 --> 00:10:42,291
 your brand, about what

303
00:10:42,291 --> 00:10:44,000
 you do and why it matters.

304
00:10:44,041 --> 00:10:45,000
 Just three things.

305
00:10:45,625 --> 00:10:48,291
 Then ask yourself, honestly, am I saying

306
00:10:48,291 --> 00:10:50,625
 these three things on repeat in my

307
00:10:50,625 --> 00:10:52,750
 content, in my emails, in the

308
00:10:52,750 --> 00:10:54,333
 conversations I have with my team?

309
00:10:54,708 --> 00:10:56,083
 And if the answer is yes, great.

310
00:10:56,500 --> 00:10:57,166
 Keep going.

311
00:10:57,166 --> 00:10:57,750
 Keep doing that.

312
00:10:58,000 --> 00:11:01,125
 If the answer is no or even kind of, then

313
00:11:01,125 --> 00:11:02,791
 I want you to think about starting this

314
00:11:02,791 --> 00:11:04,666
 week, not next month, this week.

315
00:11:05,083 --> 00:11:07,166
 Because someone out there, whether that's

316
00:11:07,166 --> 00:11:09,583
 a potential customer or a teammate, is

317
00:11:09,583 --> 00:11:11,958
 closer to getting it than you think.

318
00:11:12,208 --> 00:11:13,750
 And they've heard it three times or maybe

319
00:11:13,750 --> 00:11:15,583
 five times or maybe nine times.

320
00:11:16,166 --> 00:11:18,041
 And you might be one

321
00:11:18,041 --> 00:11:21,041
 repetition away from it becoming theirs.

322
00:11:21,583 --> 00:11:22,833
 Now on our next episode, we're going to

323
00:11:22,833 --> 00:11:24,333
 be talking to a very charismatic

324
00:11:24,333 --> 00:11:26,166
 character who is in one

325
00:11:26,166 --> 00:11:27,416
 of the most boring markets.

326
00:11:27,541 --> 00:11:29,166
 You could ever be in

327
00:11:29,166 --> 00:11:30,875
 teaching people about SEO.

328
00:11:31,166 --> 00:11:32,833
 Now that might not sound relevant to you,

329
00:11:32,833 --> 00:11:34,666
 but what I will tell you is he's built an

330
00:11:34,666 --> 00:11:37,166
 incredible social following teaching the

331
00:11:37,166 --> 00:11:38,250
 most boring subject.

332
00:11:38,666 --> 00:11:40,291
 So we talk about that and we talk about

333
00:11:40,291 --> 00:11:43,500
 how he's been able to get tons of free

334
00:11:43,500 --> 00:11:48,083
 traffic from both social and also SEO and

335
00:11:48,083 --> 00:11:51,583
 how the SEO game is changing because of

336
00:11:51,583 --> 00:11:54,583
 tools like chat, GPT and Claude and all

337
00:11:54,583 --> 00:11:55,833
 of the AI tools out there.

338
00:11:55,833 --> 00:11:57,666
 It is a fascinating episode.

339
00:11:57,916 --> 00:11:58,541
 You're definitely going

340
00:11:58,541 --> 00:11:59,500
 to want to tune into that.

341
00:11:59,958 --> 00:12:01,708
 And if this episode was helpful to you,

342
00:12:01,916 --> 00:12:04,916
 would you be able to leaving a review?

343
00:12:05,208 --> 00:12:07,166
 I'd really appreciate that because that

344
00:12:07,166 --> 00:12:09,708
 helps more people find the show and that

345
00:12:09,708 --> 00:12:11,375
 means we can help a lot more people.

346
00:12:11,916 --> 00:12:12,875
 All right, so let's bring this home.

347
00:12:13,291 --> 00:12:14,416
 Today we talked about something really

348
00:12:14,416 --> 00:12:16,500
 simple and but it's really, really

349
00:12:16,500 --> 00:12:19,166
 important and that is your messaging and

350
00:12:19,166 --> 00:12:21,208
 your messaging getting through to the

351
00:12:21,208 --> 00:12:22,125
 people that matter most.

352
00:12:22,166 --> 00:12:23,791
 Even when you can't see it.

353
00:12:24,000 --> 00:12:25,916
 See, repetition is how people learn.

354
00:12:26,208 --> 00:12:29,333
 Your audience needs to hear things 7, 10,

355
00:12:29,333 --> 00:12:31,291
 maybe more times before it really sticks.

356
00:12:31,583 --> 00:12:33,666
 So don't quit early and

357
00:12:33,666 --> 00:12:34,875
 your boredom is a good sign.

358
00:12:35,166 --> 00:12:36,750
 If you're tired of saying it, that

359
00:12:36,750 --> 00:12:38,875
 usually means your audience is just

360
00:12:38,875 --> 00:12:40,541
 starting to really hear it.

361
00:12:40,541 --> 00:12:42,500
 And it's not just about your audience.

362
00:12:42,958 --> 00:12:43,916
 Your team needs to hear this too.

363
00:12:43,958 --> 00:12:46,791
 See culture is built one repeated

364
00:12:46,791 --> 00:12:49,625
 conversation at a time and maybe most

365
00:12:49,625 --> 00:12:51,208
 importantly, the seeds

366
00:12:51,208 --> 00:12:52,333
 that you're planting today.

367
00:12:52,333 --> 00:12:55,208
 You won't always see them grow, but they

368
00:12:55,208 --> 00:12:57,583
 are growing and will you get tired of

369
00:12:57,583 --> 00:12:58,333
 saying the same thing?

370
00:12:58,625 --> 00:13:00,541
 Yes, but that's part of it.

371
00:13:00,541 --> 00:13:02,416
 But my hope is that the next time you

372
00:13:02,416 --> 00:13:04,333
 feel that urge to switch things up

373
00:13:04,333 --> 00:13:05,416
 because you're feeling bored.

374
00:13:05,916 --> 00:13:08,000
 You'll remember my daughter in the back

375
00:13:08,000 --> 00:13:08,833
 seat of the car telling

376
00:13:08,833 --> 00:13:10,166
 her friend something true.

377
00:13:10,625 --> 00:13:12,208
 My guess is that's probably happened to

378
00:13:12,208 --> 00:13:14,541
 you at some point and it feels good and

379
00:13:14,541 --> 00:13:15,875
 it's a reminder that

380
00:13:15,875 --> 00:13:17,750
 repetition is important.

381
00:13:18,166 --> 00:13:19,208
 Something that she didn't

382
00:13:19,208 --> 00:13:21,083
 even know that she's now learned.

383
00:13:21,458 --> 00:13:22,500
 Keep saying it my friend.

384
00:13:22,708 --> 00:13:23,458
 Thanks for listening.

385
00:13:23,750 --> 00:13:25,583
 Join us next time and remember the more

386
00:13:25,583 --> 00:13:26,458
 money you make the

387
00:13:26,458 --> 00:13:27,833
 more impact you can have.

388
00:13:28,166 --> 00:13:29,750
 Wait, wait, wait, remember that summit

389
00:13:29,750 --> 00:13:31,125
 that I was talking about in this episode?

390
00:13:31,541 --> 00:13:33,750
 Well, it's coming up April 8th, 9th, and

391
00:13:33,750 --> 00:13:35,500
 10th, and it is epic.

392
00:13:35,708 --> 00:13:38,375
 It is all focused on helping you grow

393
00:13:38,375 --> 00:13:40,083
 your audience and generate more sales.

394
00:13:40,541 --> 00:13:43,041
 And that is the entire focus, is help you

395
00:13:43,041 --> 00:13:44,791
 get discovered, help you get paid, and

396
00:13:44,791 --> 00:13:46,291
 help you keep getting paid.

397
00:13:46,666 --> 00:13:49,583
 And these sessions are amazing because I

398
00:13:49,583 --> 00:13:52,666
 am asking this group of exceptional

399
00:13:52,666 --> 00:13:54,958
 creators how they are

400
00:13:54,958 --> 00:13:56,583
 growing right now today.

401
00:13:56,625 --> 00:13:57,250
 Like the whole

402
00:13:57,250 --> 00:13:58,541
 creative world has changed.

403
00:13:58,541 --> 00:13:59,708
 Like what used to work doesn't work

404
00:13:59,708 --> 00:14:01,833
 today, but what is working today?

405
00:14:02,041 --> 00:14:03,000
 That's what we dig into.

406
00:14:03,333 --> 00:14:04,958
 Like how do you get your content found?

407
00:14:05,250 --> 00:14:06,958
 How do you turn followers into an

408
00:14:06,958 --> 00:14:07,833
 audience that you own?

409
00:14:08,083 --> 00:14:09,541
 What are some YouTube strategies,

410
00:14:09,750 --> 00:14:10,750
 Instagram strategies?

411
00:14:11,041 --> 00:14:13,250
 What are some strategies for launches?

412
00:14:13,500 --> 00:14:15,875
 How do you sell without feeling salesy?

413
00:14:15,875 --> 00:14:17,041
 We talk about funnels.

414
00:14:17,041 --> 00:14:18,875
 We talk about crafting messaging.

415
00:14:18,875 --> 00:14:20,291
 We talk about crafting offers.

416
00:14:20,666 --> 00:14:21,416
 We talk about turning

417
00:14:21,416 --> 00:14:23,500
 one-time buyers into repeat buyers.

418
00:14:23,833 --> 00:14:25,541
 We talk about AI and how

419
00:14:25,541 --> 00:14:27,166
 to use it with your content.

420
00:14:27,166 --> 00:14:29,500
 It is such an epic summit

421
00:14:29,500 --> 00:14:31,166
 and the whole thing is free.

422
00:14:31,666 --> 00:14:34,416
 All you gotta do is go to membership.io

423
00:14:34,416 --> 00:14:37,458
 forward slash summit, membership.io

424
00:14:37,458 --> 00:14:38,708
 forward slash summit