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 Imagine this, you wake up tomorrow, you

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 grab your phone and your

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 Instagram account is locked.

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 Or maybe the app itself is down.

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 Or the algorithm just decided that today

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 is the day it stops showing your stuff.

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 The big question is what

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 happens to your business?

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 And listen, I get it, you've been posting

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 consistently, you've been putting in the

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 work, building a following, but there's

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 this quiet voice that is asking, what if

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 the platform changed tomorrow?

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 Would any of this hold up?

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 Listen, I get that because me too, I'm in

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 that same bucket and I was reminded this

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 week of what is so important when it

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 comes to leveraging these platforms.

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 And by the end of this episode, you'll

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 see the one shift that turns rented

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 attention into

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 something you actually own and

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 Mr.

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 Jeff Walker, and it was for an interview

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 for a membership that my wife and I run

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 where 100% of the proceeds go to our

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 charity, Village Impact.

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 And I always love talking to Jeff because

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 Jeff has been around for a long time.

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 In fact, he's been selling the same

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 product for 22, or 21

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 years, 21 years, it's crazy.

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 And I know this because I was one of his

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 first customers of his product called

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 Product Launch Formula way back in 2005.

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 It's kinda crazy how successful he has

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 been for such a long period of time.

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 And with that, he's seen a

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 lot of things come and go.

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 So this was something that I was looking

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 forward to, and in that

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 conversation, we just got jammin'.

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 We got talkin' about marketing and

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 business and product launches, and Jeff

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 is literally the guy who

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 invented the product launch.

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 And so I've been in

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 Jeff's world for decades.

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 And so anyway, we get talkin' about it,

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 and then Jeff, in passing, he brings up a

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 story where he's talkin' about a couple

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 customers who, in his most recent

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 promotion, bought from him.

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 But both of these customers joined his

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 email list way back in 2016.

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 10 years on the list before

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 they ever bought anything.

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 And then he goes on to say that there

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 were another two from

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 2021, so five years ago.

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 And that one comment, it hit me, because

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 most creators today are

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 obsessing over the wrong number.

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 We're chasing views

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 and follows and likes.

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 Meanwhile, Jeff has people who quietly

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 stayed on his list for a decade, never

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 bought a thing, and then

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 one day, they were ready.

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 So I've been doin' this for

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 a long time myself as well.

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 I have been online for 20 years, and I

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 have been helping people with memberships

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 for 18, and so I've watched a whole bunch

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 of platforms rise and fall.

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 I mean, you remember MySpace, or Vine, or

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 Periscope, or, now that I can't leave out

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 Clubhouse, you remember Clubhouse?

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 Oh my gosh, that was like a massive flash

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 in the pan, wasn't it?

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 Okay, my point is, is

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 these platforms come and go.

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 The list always stays.

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 And here's the bottom line.

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 Your real asset has never

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 been your follower count.

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 It's been the people you can reach

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 without asking anyone for permission.

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 In this episode, we're gonna get into

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 The first thing I wanna talk to you about

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 is the landlord problem.

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 The algorithm is the

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 landlord, and you're the tenant.

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 And the rent can go up any second.

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 Imagine renting a beautiful storefront in

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 the busiest mall in town.

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 The mall owner can change your hours, can

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 raise your rent, kick you out, or could

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 close the whole mall.

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 That is exactly what social media is.

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 Three things that you don't actually own

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 when you build on a platform.

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 Number one, who sees your content,

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 because the algorithm decides that.

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 Number two, how often they see it.

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 And number three, whether you can contact

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 them when it matters.

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 Now, research backs up the fact that our

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 views and reach are

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 dropping every single year.

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 Sprout Social analyzed nearly two million

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 Instagram posts and found organic reach

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 dropped 30 to 40% in a single year.

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 So if you have been watching your views

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 drop, you are not alone, my friend.

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 And this wasn't just one format.

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 This was carousels, static

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 images, reels, all of them.

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 Down 30 to 40% in one year.

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 That is crazy pants.

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 And so do I believe that we should

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 continue building on these platforms?

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 Yes, but do I believe that we

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 should be dependent on them?

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 Heck no.

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 That brings me to point number two,

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 what you actually own.

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 See, there are three buckets of audience.

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 There's rented, those are

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 followers on a platform.

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 There's borrowed, people who follow you

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 on YouTube or a podcast where the

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 platform sits between you and them.

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 And then there's owned,

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 and that is your email list.

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 And email is the only one where you can

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 sit down, write a message, and that

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 message actually reaches the

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 person who you wrote it to.

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 Now, according to Litmiss's 2025 state of

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 email survey, email still returns about

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 $36 for every dollar spent.

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 In some studies, put it as high as 42.

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 Nothing, my friend, nothing else even

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 comes close to the return

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 you get on email marketing.

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 And listen, I know it's not sexy to talk

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 about email marketing, because

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 it's been around for so long.

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 We want to talk about the next fancy whiz

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 bang platform or the strategy for

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 Instagram or the strategy for TikTok or

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 whatever it might be.

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 I get it, I'm in that boat too.

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 I love those platforms.

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 But business owner to business owner,

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 nothing gives you a return like email.

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 And so when I was chatting with Jeff, he

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 told me way back in the day that he used

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 to buy clicks for a penny, and then the

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 platform at the time, they raised it to a

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 nickel, and he thought it was highway

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 robbery at the time, and

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 we chuckled about that.

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 Because now we celebrate when we get

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 leads for $5 a lead.

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 So the cost of a lead has gone up 500

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 times in 20 years, and I hate to say this

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 to you, but it's never going back down.

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 So here's the good news about that.

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 Every person on your email list today

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 gets more valuable every single year, and

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 this is why it's so important that we

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 channel our energy to moving people from

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 whatever platform we're

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 marketing on to our email list.

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 You own it, and that email

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 list gets more and more valuable.

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 So third point, this comes down to the

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 shift you need to make.

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 Now this is the big one.

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 Every piece of content that you make has

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 to do one of two things.

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 Either it's gonna build the platforms

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 business, or it builds yours.

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 And you and I get to

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 decide that by the way.

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 See, a like on Instagram, that builds

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 Instagram's business.

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 A view builds TikTok's business.

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 But an email subscriber,

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 that builds your business.

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 And most creators are spending 95% of

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 their energy building someone else's

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 business, and they don't even realize it.

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 So here's the simple test.

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 After every piece of content

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 you publish, ask one question.

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 Did this give the right person a reason

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 to step closer to me?

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 Not louder, not flashier, just closer.

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 So in the next episode of this podcast,

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 I'm actually gonna do a

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 little bit of a deeper dive.

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 I'm gonna talk about a specific way to be

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 able to bring your

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 audience closer to you.

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 And it's actually the same approach

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 that's worked for me for over 10 years.

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 It is our single most effective list

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 builder that we have ever created.

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 And I'm also gonna give you insights on

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 new list builders that are absolutely

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 exploding right now with AI.

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 mastermind,

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 both for the business owners who are

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 running six and seven figure memberships,

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 and then our highest

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 level, which is impact.

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 And that's for people who are running

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 seven and eight figure businesses.

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 And we had one presentation from Matt

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 Diamante, and it was so inspiring,

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 because he was showing a new way to build your email list, and he was showing a new way to build your email list.

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 And he was showing a new way to build your email list and he's adding more than

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 a thousand leads a day to his email list.

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 Now here's the kicker.

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 He's doing it for less

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 than eight cents a piece.

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 I was like, what?

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 It is incredible.

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 So I'm gonna talk about that

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 in depth on the next episode.

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 But the bottom line, my friend, is that

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 you and I, we've gotta focus our efforts

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 on building our email list.

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 It is the most valuable asset that we

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 will have in our business.

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 So here's your next steps.

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 I want you to pull up.

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 I want you to pull up your last 10 posts.

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 I want you to count how many gave the

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 person a clear way to step closer to you.

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 And if it's fewer than three, well,

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 you've got what we call a bridge problem.

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 Look, I'll just say it.

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 Everyone is building an audience, right?

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 We're all growing followers, wanting more

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 followers on all the

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 different platforms that we've got.

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 But almost no one

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 actually owns that following.

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 And that's why I'm hosting a free

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 workshop where I'm gonna walk you through

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 the exact thing that I've been doing for

256
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 10 years to turn

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 followers into subscribers.

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 And as I said, this one little thing that

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 we created 10 years ago has been the

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 single most valuable thing and the most

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 effective list builder

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 that we've ever created.

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 And by the way, it's super easy to do.

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 And I'm gonna walk you through the whole

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 thing in this 90-minute workshop because

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 it is the bridge between content where

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 people scroll and a real list of people

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 who actually choose you.

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 So during this workshop, we're gonna

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 build this together.

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 So by the end of those 90 minutes, you're

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 gonna have this list

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 builder done and ready to go.

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 So I wanna encourage

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 you to come and join us.

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 Come to the workshop, just go to

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 workshopforai.com forward slash convert,

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 workshopforai.com forward slash convert.

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 And I can't wait to see you there.

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 All right, so let's give a recap of what

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 we talked about today.

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 Number one is the landlord problem.

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 Unfortunately, when you're building on a

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 platform, you don't own those followers.

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 The platform does.

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 And so it is something that we want to be

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 very mindful of because we never want our

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 business dependent on any one platform.

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 Number two, what you actually own, and

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 that is your email list.

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 And so friends, every effort should be

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 put towards growing your email list

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 because it is the single most effective

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 form of marketing and a

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 method to reach your audience.

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 And number three, that

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 is the shift to make.

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 Every content, every piece of content, we

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 should be asking ourselves, is this

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 helping build a bridge to bring those

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 followers to closer to us, to a list, to

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 an asset that we actually own?

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 Now I get it, it is easier to keep

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 posting and it is easier to hope the

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 algorithm is gonna help us

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 and help us reach more people.

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 And sometimes it does,

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 like I'm not gonna deny it.

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 Sometimes it does.

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 But the people who last in this game are

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 the ones who quietly build

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 something that they can't lose.

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 And everyone is building an audience, but

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 almost no one owns it.

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 So be the one who does.

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 All right, my friend,

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 thank you for listening.

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 Looking forward to talking to you more in

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 the next episode where I'm

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 gonna unpack the two most