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Creators & Guests
What is Money Lab?
Matt Giovanisci and friends drop the gauntlet of truth about being self-employed, serial entrepreneurs. They're not "teaching" how to build a successful company. Instead, they run business challenges and experiments offering a transparent view of what it takes to make money online.
Matt: Welcome to another episode.
Of money lab.
My name is Maggie Niecy.
Welcome here today.
It is, you know, We're heading into
the summer season for me specifically,
because I run a pool business.
And when I say run a pool business, if
you don't know me, and this is your first
episode, I run an online pool business.
I don't actually go out
and clean out pools.
I'm not your typical pool
boy, what you see in all the
TV shows and all the movies.
With those You know, The wives.
I'm not doing that.
I've never done that.
For the record.
Not a cliche.
I don't want to be labeled as a cliche.
No.
But the reason I bring it up is
because, you know, the wheels
are turning for the season.
You know, how do we.
Build up momentum.
How do we get more traffic?
How do we promote our content more?
How do we sell more product?
Because it's the season is the season.
And I want to do that.
And so I want to tell a story
about how I started working with
a local distillery in the area as
a marketing sort of consultant.
Doing content marketing strategy for them.
And it's sort of made me
think about my own content
marketing strategy specifically.
For my websites from university.
Dot com and I want to share what I
learned about how to take content.
The same content that I've
always been producing.
And repurpose it.
So that my company looks
like it's this big.
Ass entity.
So let's get into it.
know, I got to play the intro.
you know, just something you do as
a podcast or you play the intro.
Anyway.
Again, welcome to money lab.
So.
I here's the here's the little story.
I decided to work with this local
distillery, big fan of the distillery.
I've been going in there on the weekends.
I make drinking cocktails.
They make a whiskey.
They make They make gin.
They make a cactus spirit.
That's excellent.
Sort of like a mezcal, a smoky mezcal.
And been a real big fan, decided
to invest a little, a little bit.
And not only my money, but I also invested
time into this, into this company because
I had shared with the owner that I run
this website's for me, diversity, and that
I might have some experience with content
marketing, but doing it for almost.
Oh, my God.
20 years.
Almost not there yet.
But one day we'll be there
and that's going to be.
Tragile areas.
So So, so I, so I decided to, to work
with them and, and I met with him a
few times and I said, I'm going to
come up with a content strategy plan.
And.
Basically the content strategy
for them is really simple.
And I wished that my business
was this simple, which is, Hey,
we're trying to sell spirits.
We're trying to sell whiskey
as a specific example.
And how do you do that?
Well, show people how to make cocktails.
Right.
Give out, give out the recipes.
And say, Hey.
You know, here's a, here's a nice
Manhattan recipe that we, that we love.
It's it goes great with our whiskey.
And you can make content like that.
It's like endless, there's an
endless number of possibilities.
And what's interesting about that.
I'm like, okay, so they have,
they're not doing keyword research.
Because it's cocktail recipes.
Yes.
There's a few cocktail recipes you
could rank for you're going up against.
A large amount of, of people who
have cocktail websites, it's,
it's overly saturated for sure.
There's not that many recipes that
people know off the top of their
head that get a ton of searches, but.
Again, the topics are endless.
So if you had a YouTube channel,
And you were just pumping out
recipe videos all the time.
You got a kick ass YouTube channel.
And I watch a lot of those.
I say I'm subscribed to a lot of those.
So the whole, the whole process
was basically like, okay,
how do we take one cocktail?
And.
And create multiple types of
content from one specific topic.
Right.
And so that's exactly.
So I, I plan this all out for them
and then I brought it to them.
I had it all printed out on paper and
I had references and images of like
other people who were doing it well.
And, and how you could take
one piece of content and.
Just remix it into other pieces of content
that you could put on Twitter and Tik TOK
and Facebook and Instagram and all that.
You know, email, whatever, whatever.
I'll go through the details in a second.
And.
How can you do that all from like
one little tiny topic, right.
And.
They love the the strategy for sure.
And I, I was kind of
smitten with it as well.
And so I thought to myself, Well, okay.
I did this for them.
How do I apply this exact
same strategy for myself?
You know?
And it's, for me, it's
interesting because it's fun.
To be a marketing guy, somebody
who's just into this world.
I love this whole, I.
I mean.
That wasn't work to me putting all that.
Research together and
delivering it to them.
That was pure.
Fun.
That was hobby fun, right?
And I'm sort of.
I, I recognize that that
not everyone feels that way.
And that's.
That's unfortunate.
But I'm in this business.
I don't give a shit if it's
pools or cocktails or brewing or.
TG people marketing or
any, it doesn't matter.
The topic I'm interested in the
like just the mechanics of it all.
So it forced me to think
about my own business.
Well, we have topics and like, you
know, we have recipes, if you will.
And we've done it.
We've got over 200 published.
So how do we take that content and
remix it and redistribute it and,
and, you know, sort of churn up.
The, the, the F the fever of, I
don't know what I'm saying here
on the, with the words that are
coming out of my mouth, I just.
The idea of like, we have all this
existing content let's let's remix it.
And let's create new shit.
And let's remix that and let's just,
just content, content, content.
Okay.
So.
Put together the plan and
I've been able to distill it.
Down to this simple process.
And I want to share it with you and
I've and if you subscribe to my email
list, which you should money lab.co.
Slash.
Email, I guess that's one way to,
anywhere on the website, really
You'll know that This is
I, I, I typed this all out.
I did a little Twitter storm,
which didn't do shit to be honest.
Sort of sort of takes a crap on my whole.
Strategy here, but the
last one I did work.
So, you know, They're not all
going to be winners, right?
They're not all going to be hits.
Just ask any major band.
So.
The question, the hypothesis that
I was sort of toying with here.
Is how does one person, and I got
asked this question via email too.
It's like, I'm really curious
how you run a business.
If you're a solo preneur, right.
You're just one person.
Okay.
Cause most people including
myself start out that way.
And in fact, I was that way.
For the majority of me owning a business.
Only in recent years, have
I, have I grown a small team?
But the still the question is how does
one person create enough content to
promote across all platforms every
single week without burning out?
And though without burning out
part is crucial here because yes.
Anybody can do that.
But most people, especially YouTubers.
They're pretty notoriously known for this.
Burning out.
They do YouTube videos about that too.
So.
I mean.
There's no limit to the.
Through the content you can create,
if you can create content about making
contents so much, that it burns you out.
It's very meta.
Idea here, but.
The other part of that statement,
the other part of that hypothesis.
To start out with is what
is enough content mean?
And I'm using air quotes
here that you cannot see.
So I think it's reasonable for one
person and I'm, and I, and I said
this for the distillery now there's
Stillery has one person as well.
And I'm like, hear me out.
One to two articles a week.
Yes.
Publishing one to two articles a week.
Now.
If you're writing some
really in-depth shit.
And it's probably one, right.
If you're doing cocktail recipes.
It might be two plus, right.
Videos one to two videos a week.
Again, in-depth maybe one video.
If you're doing cocktails,
you could probably knock out.
A couple.
From that.
A couple of Instagrams or a week,
one to two Instagram reels per week,
specifically one to two emails per week.
And then one to two.
Instagram Facebook, Twitter,
Pinterest post per day.
Okay.
So you add all that up.
One person has to create.
One article one, video,
one real one email.
And one post.
On Instagram or any social network a day
and all of those other ones per week.
Sounds like a lot feels overwhelming, but.
It all sort of.
It becomes this snowball effect.
So let's, let's break it down.
This is my, and I'm, and I'm sort
of still flushing this out because
even though I think I scared
off a lot of people with this.
With this content machine thing.
It's like, yeah, dude.
I can't do that many things.
That's insane.
Right.
I got other shit.
I got to do.
My argument is what other
shit do you have to do?
Because I'm going to be willing.
I'm willing to bet.
At the other shit that you have to
do, it's probably not that important.
Okay.
Because, and only reason
I say that is because.
You're you're, you're listening to a guy.
Who's the king of doing
shit that doesn't matter.
Like.
And that's, you know, if I swear, I can
tell you this and I feel incredibly,
incredibly confident about this.
If I.
Started some university in 2004, 2006.
And I got the website up in two
seconds or a weekend, which I could
have done, which I actually did.
Okay.
And all I did for the next
four years, let's say.
Is publish.
Kick ass.
In depth.
Pool care content.
On YouTube on all the social medias
on my website, the whole gamut.
Exactly what I'm going
to talk about today.
If I did that, then.
Holy shit where I'd be now.
I would not be here.
I don't know where I'd
be, but it's be a lot.
Richer.
I'll tell you that.
And I say that with confidence because.
Whenever I feel like whenever I'm a little
bit faltering in my business or I, or
I'm getting overwhelmed by something,
for example, like, you know, I'm running
ads or Facebook ads and Google ads,
and I'm learning this whole new thing.
And I'm like, oh my God,
this is really difficult.
And I'm having a hard time.
Shit.
I should hire somebody, blah, blah, blah.
Well, here's the problem.
If I were to just stop doing that shit,
like stop running ads and stop paying
for ads and stop trying to learn ads.
And instead just focus all that energy
on God, making a freaking podcast
episode or doing a new article or
writing and putting out free content.
Then I.
It always works.
It just always works to
sell my products now.
Before I get into the machine
part of making content.
I think content is the most
important thing because it is
the marketing content marketing.
It is what sells your product.
But you got to have a product, right?
Now we can sit here and we
can have this discussion.
That is your product affiliate links.
Yeah, I guess you can make that argument,
but I would be, I would say like you
better be collecting email addresses
on your website and you better be
sending out emails to get people, to
click affiliate links and you better
make that a real business and not
just like throw links up on your site.
It better be.
I don't know, like your PR your do like
you're the nerd wallet or the wire cutter.
Like you're treating your
affiliate links that way.
If you're treating it
like a real business.
And I, I know that feels that it
could arbitrary phrase, but if you're
treating it like a real business,
then yeah, we can have this discussion
because content is still important.
It's the most still important for that?
But if you're selling courses or
even if you're like me now and
you're selling physical products
or you're selling a SAS product.
You know, they all need some
sort of marketing, no matter
how good you make the product.
Somebody's got to talk about it
and it's either going to be you.
Or it's going to be somebody else.
And if it's you, you get
to control the narrative.
If it's someone else.
They get to control the
narrative so better not piss
them off because guess what?
That article is going to change.
So.
You know what I'm saying?
I hope, you know what I'm saying?
So.
Let's talk about let's, let's,
let's establish that you have a
product or you have a business
where you're earning money.
It's a website that you're earning
money with through affiliate links.
Or you have your own physical products.
Or you're having your own digital
products or you have a SAS
company now we're you're right.
You're like sold on email or, sorry,
you're sold on content marketing.
Let's talk about how to publish one
article per week, one video per week.
One Instagram real per week.
Send out one email per week
and then post on social media.
Every single day of the week.
It all starts with the article.
Now.
You need to have a website.
To publish the article.
I'm not telling you to publish
it on medium, although you could,
you could syndicate on medium.
But it all starts with the article.
It all starts with the written word.
So you take a topic or an idea.
And you're right about it.
You write it all down and you
publish it on your website.
This creates the Homebase.
This creates this the spot where
when you create a video, when
you send an email, when you do an
Instagram post, it's all going to
flood back to this one central hub.
And that's what you're
selling your product.
Okay.
Why start with the article.
Because everything snowballs from that.
Having the full written word out.
Can it, it gives you a ton of ton of like,
Fodder, I guess I'll say for the
rest of the machine to move, right.
It's the, it's the, it's
the main guts of it.
The second piece is the video.
Because.
You write the article on day one.
Day two.
You create the video.
Based on the article.
The article is the script.
You wrote it.
You probably know it pretty well.
All you need to do is condense
it down to a few bullet points.
Kind of like when I'm doing on
this podcast, you know, I didn't
write this massive article and I'm
not reading the article verbatim.
I'm I'm talking the bullet points, right?
I'm reading a little bit, but I wrote
the, I wrote the article already.
You know what I mean?
So you condense it down to the
bullet points or you just read the
H twos and you pontificate on it.
You do a video about it.
And you got to make
the video process easy.
Now I could put on my camera right now.
I could use an iPhone, could use the
camera set up that I have in my studio.
And talking to the camera
and flip over to examples.
Right.
If you can make the video process easy.
Like the video creation process, easy.
This is going to be a
cakewalk for you, right.
With very little editing.
Imagine you're the distillery.
If you can make a cocktail and talk
the whole way through it, and you
film it all on an iPhone at once.
You know the sound from an iPhones.
Pretty damn good.
The videos.
Great.
That's got image stabilization.
You may have to trim up the ends
and add your little intro and outro,
or if you want that or whatever.
But that's very little editing.
You knocked that out.
See the.
The recipe's already written.
So all you gotta do is
bang it out on camera.
And now you have.
You know, The video.
And, and you could do it in 30 minutes.
And I'm, I'm saying this
to you now doing a podcast.
And I could be making a video
about this right now, based on an
article I wrote called, I don't know
how to repurpose content forever.
Okay.
So.
Okay.
30 minutes.
I have a video, a little bit
of editing, maybe an hour.
Boom, put it up on YouTube.
Do all the little YouTube shits.
Maybe another half hour, hour and a half.
That's not a full day of work by the way.
Okay.
Your full day of work to write
the article on on a Monday.
Sure.
Making a video.
Especially, if you can do it
all in, in, you know, live.
Maybe you got to do some
editing still, still a full day.
That's fine.
Take the full day.
In this case, I don't care.
Now, I'll say this, I'll just
do a little shameless plug here.
So we publish a video every
week on some university.
And.
We I've I've put together an entire
course called YouTube for bloggers.
You should check it out.
If you go to money, lab.co/youtube.
Check out the course.
It's a little, you know, It's a little
advanced, but if you want to start making
videos, that's a good course to start.
It's a very affordable,
better than a lot of other.
I've seen a lot of other video video
courses that are insanely priced.
This one is actually affordable because.
The whole point.
Of our YouTube course, as opposed
to like everybody else's is we're
trying to help you make money on it.
Not, I don't, you know?
Yeah.
You can get followers and you
get subscribers and shit like
that, but it really boils
down to like, are you selling?
And are you like profitable
and not just with YouTube ads,
but with your own products too.
Okay.
So now once the video is up on
YouTube, it's been published.
Embed that video in your article.
And maybe if you did it, you know,
depending on how you did the video,
you could take screenshots from your
video and you use them as images
that you can add to your post.
Now here's the thing about the article.
The article doesn't have
to be like SEO of fide.
It doesn't even have to be like,
have to all the graphics and
all your affiliate links in it.
You just got to publish it.
You can always do that later.
Right.
Cause it's, it's
published on your website.
You have full control of it.
You can edit whenever you want to.
The YouTube video you've
got to get, right.
Because you can't re-upload it.
Right.
Oh, you'll lose all your stats
and you lose all your comments.
Now, what do we have so far?
We have the article.
Which was the script that made the video.
Boom.
We have a lot of content.
I I'll be honest.
That's like a good amount of content.
Right.
You could stop there.
And go, okay.
I can do one major, major piece of content
a week, a multimedia piece of content.
A week.
And you're maybe two days a
week, the rest of the time.
I don't know.
You can do the other
shit that doesn't matter.
Or go into CEO mode or I don't know, go
on podcast or whatever you want to do.
Right for this other three days of
the week, assuming you're full-time.
Now, if you're still working a full-time
job and you got to do shit at night.
It may not take you a day, but
you know, you get home from work.
You write a full article on Monday.
I mean.
I don't know about you,
but I wrote this article.
That's really just a big, long
email, but I wrote this in.
30 minutes.
It's in my head.
It was an idea that I
had and I banged it out.
Right.
Cause I had done the work prior to
now, if I had to research and stuff,
It's going to take me a couple of
hours, but two hours max, maybe.
But you gotta be dedicated to it.
And you only got to do it once
a week, once, once a week.
As long as you have that,
just get that bank of ideas.
Sit down.
And bang it out.
All right.
So now you have the
article, you have the video.
Now, what you can do is take that article
and take that video and condense it.
Into an email that you
send out to your list.
What you should be collecting email
addresses for and your website.
And.
There you have it.
So now you've, now you
have the full article.
And now you have an edited down version.
You have a bulleted version.
Now, if you already did a
bullet at version four, your
video, that's your email.
And then you add the video.
So you're linking to your website,
which includes the video and
includes the full text, but the
people who are reading the email.
Are still getting value.
But they're just not getting the
full, you know, full context.
They're getting the look, the bite size
quickie version, which plays a role next.
Right.
So.
What's cool about having
the condensed version.
Of your, of your long article.
It's important to have this, I think.
Is that now?
I think, you know, you've done
the content part of it, and
now it's time to promote it.
To promote it out.
What's your creating?
So creating content where you're
just remixing at this point,
the email is not a Remax, right?
The email is, I mean, I guess,
yes, you're condensing it
down, but it's it's promotion.
You're promote, you're promoting it.
You're getting a bump on the video.
Excuse me, you're getting
a bump on the video.
You're getting a bump on
your article and traffic.
That might help the algorithm on
YouTube that might even help the
algorithm on Google, who sues to say.
And then.
Now you take it to social media.
So, oh my God.
Fricking pilot.
Sometimes I don't like the spring.
Sometimes I love this spring.
Heading into the spring, a
lot, a lot of dust in the air.
Anyway.
On our allergens.
So.
Now we're talking to social media.
Here's what, here's how you can
start really frigging re mixing shit.
Right?
So now you have the video.
Now it's probably in wide format, right?
It's probably 1920 by 10 ADP.
Right.
So that you can post that on Instagram.
You could post that on, on
Facebook natively, by the way,
not just linking to your YouTube.
Okay.
Or.
You take the, you take it
in the editing program.
And you make a square version of it
and you make a rectangle version of it.
Now you may have to do some.
Editing magic to make sure you fit.
But.
There's another way to do it.
See, here's the problem
with, with swim university.
We make.
You know, wide content, you
know, your standard HD content.
1920 by 10 80.
You know, or a 16 by nine ratio, whatever
you, however you want to look at it.
Okay.
We fill up that whole
thing with animation.
So.
In order for us to crop it into a square,
crop it into a vertical video, you're
going to lose a lot of information and
it'll, it's going to look like shit.
So we can't do that,
but there's a shortcut.
There is a way around it.
What you can do is create
a vertical template.
Right.
Or a square template that has the title at
the top and maybe the logo at the bottom.
And you stick this, the
rectangle in the middle.
And you still get that.
That you know, that wrecked
there, that vertical vibe.
It's not the greatest solution.
The better solution would be
to consciously think about how
you're filming your, your content.
And, you know, Try to make
it, so it works vertically.
I think this works really
good for cocktails.
It's not gonna, it's
not gonna really work.
If you're sharing, sharing screenshots.
Or if you're, you know, You know,
doing what we're doing with the full
animations, but there's ways around it.
Okay.
Now.
You post the vertical or the square
version on Instagram, Facebook,
you can even do it on Tik TOK.
I started a tech talk.
For pools.
There's a, there's a guy on there.
That's got a big tick tock following.
I mean, it's probably not the same
audience, but Hey, I'm worth a shot.
Why not?
It's the same.
How hard is it to publish
it on Instagram and Tik TOK?
It's not like I'm on Tik TOK, like,
you know, Engaging, but there you go.
Okay, you can also take those reels.
You know, reels or whatever, you
can also add them to stories.
Cool.
All right.
Then you can take the article.
The condensed version
that you put in the email.
It turned into little Twitter thread.
Okay.
Little Twitter.
Tweetstorm under the.
And they call them threads
is to call them tweet storms.
Remember that?
So you do that.
Right.
And then you can also chunk out
all those different headlines,
all those different little topics.
And, you know, if you ha, if
you made the video with good
images, you can snap those.
And now you got a piece of
content every single day.
For Facebook for Twitter.
For Instagram.
For Pinterest even.
You know, so here's
really how you can do it.
Okay.
Monday say it's the week.
You know, Monday you write the article.
Again, it doesn't have
to be fully perfect.
Doesn't have to be fully formatted.
Because you may have to do that
later, but if you can do it
all at once, More power to you.
And I think he can.
I know I can.
Right, but it's a whole day.
I'm giving you the whole day.
To just write one article.
Day two.
Take that article.
Turn it into a video.
Be conscious of maybe later
turning it into a square video.
That's fine.
Okay.
Now you have.
Yeah, you take that video, you publish it.
You embed that video onto your article.
Wednesday.
All right.
Or, sorry.
No, sorry.
The same day you publish
the YouTube video.
It's assuming you have enough time.
You should be able to create the email to.
Right.
And the email what's.
Why you would want to do that on the same
day you publish is because you want to
give that publish video, a little bump.
All right.
From your own visitors or your own
email subscribers, give it a little
bump, help the algo a little bit.
Okay.
Why not.
You know, if you wait till the
next day, you're not, you're
not helping it immediately.
You want to help it immediately.
Right.
And it's not that hard to take.
You know, the, the, the article
condense it I'll be honest.
There's no, you already wrote it.
You're just removing
shit for the most part.
Okay.
Now.
The third day, Wednesday, let's say.
Then you can start chunking
out that content and scheduling
it all on social media.
You can use the scheduler.
Here's the craziest thing.
And I did not know this.
So I'm sitting there using
buffer like a, like a.
Guy who says buffer?
I don't know.
There's other there's other scheduling.
Platforms out there.
Always use buffer, always liked buffer.
But I found out that in that Facebook.
Or Metta or whatever the fuck
you want to call it now, Metta.
They have their own.
Their own thing.
Where you could go.
There's a CA there's a content
calendar and everything.
As long as you have the Metta
suite, the business suite.
Which I think you can get, if you're
running a business and you get it right.
So you can post instant, you
can like schedule Instagrams
and it's got a calendar.
And what's cool about the calendar is it
tells you if there's like those national,
those stupid national holidays, right.
Uh, National hotdog day.
Actually this Saturday, May 7th.
National Homebrew day.
So that's a good one for me.
Yeah.
So.
They even tell you that in
the, like, I've that's amazing.
That's all free.
By the way.
Okay.
So I'm like, oh, I'm using this.
This is perfect because I'm
really only on Facebook.
And, and Instagram.
To be on that's where my audience is.
Now, if I'm doing money lab.
You know, I'm, I'm natively.
I, you know, here's the thing
about this, those schedulers.
And I've.
I don't know.
I.
I'm going to, I'm going to say my opinion.
Those schedulers are they?
They, they mean, well, they're nice.
But I think.
I think the social media
platforms of the world.
You know, and I know like
Pinterest, Instagram, Facebook.
Tik TOK.
I'm sure.
They all want you on that?
They want you on that app?
Okay.
They don't want you schedule it
from a distance they want you in.
They want you fully engaged.
I think it helps a little bit.
I don't know.
I don't know that for sure.
I'm not.
I don't know that for sure.
But I'm pretty sure it's true.
You know what I mean?
So.
I'm saying.
Don't use a scheduling app, use the one
that Facebook and Instagram gives you.
Why not?
Twitter.
Just, just, you know, you can
use something like a sauna.
Pops it up on your daily calendar.
Hey, post, the thing that you, that
you figured out, you know, And you can
schedule it all in a sauna and just
have it automatically pop up, you know?
And then you go on your phone
when you're, when you're out or
whatever, and you post it real quick.
It's you copy and paste your post.
I love a sauna for that, because
technically you could build the entire
editorial calendar in a sauna and then
have a sauna, like, shoot you a message.
And then it's like, Hey, schedule it.
Or like now post this.
And you post it.
When you, when it pops up on your phone
and you're doing it natively on the apps.
It's a little extra
work, but come on, man.
You're running a business.
You're running a business.
And here's the thing.
I'm telling you that this is
possible for one person, right?
I'm not saying it has to be you all the
time doing this because if one person
can do this all the way through, and
you figured out the mechanics, you
figured out the, the, you know, the
Henry Ford factory line content machine
making model T whatever, whatever.
Okay.
Then now you can just put people
in those positions, you know,
maybe you're not, maybe you're just
the person who writes articles.
So you write an article Monday, Tuesday,
Wednesday, Thursday, Friday, right?
And then you're and then there's well, I
don't know why I'm doing this weird voice.
Monday Tuesday, Tuesday, huh?
Yeah.
That's I don't know why I'm doing that.
I guess my last name is.
It's funny.
I don't know.
So.
You that's your job or
you, or you hire somebody.
That's what their job is.
And then there's another person
that's like behind them by
one day, doing the videos.
One after another.
Five pieces of content a week.
You know, but you got to start
small somewhere and I think.
All of this, it's going to
make you feel really big.
Right.
Cause you're, you're not just on YouTube,
but you're on the website and you're on.
And you got an email list and
you got You're on Instagram.
You're on Tik TOK.
You're on Twitter.
You're on Pinterest.
You're everywhere.
And honestly, all of that
can be done in three days.
Now if you're real good,
you do it in two days.
And then you got three days to be in
CEO mode or whatever those other things
that you think you should be doing.
You can spend your other
three days doing that.
I don't know what those other things are.
You know, maybe it's
creating a new product.
Maybe it's just general
business development.
Maybe it's, you know, doing keyword
research, but those are CEO mode tasks.
You really only need one
day a week to do that.
You know, Afraid to say,
but that's the truth, right?
I mean.
Yeah.
And that's the thing I'm Sitting here
telling you, and it's really like it's.
I'm preaching to myself here.
Just like Matt.
The only thing that's important
to your business right now, you
have all the products, right?
You got them all.
Start making, helping help
your team make content.
Ma and, and publish the shit out of it
and just promote, put yourself out there.
Now I'm running three brands, you know,
I'm not, you know, some university
I've sort of worked my way out of a
little bit, but now I'm still helping.
You know, two days a week is, is I,
I can do, I could do a video and an
article and that's what I'm doing.
I'm doing articles and I'm
doing graphics and shit.
Right.
So.
I'm trying to help as much as I can,
but I got, I got this, I got money lab.
I got brew cabin and.
You know, those, they need nurturing.
Unfortunately now, like, you know,
You might argue with me, you might say,
well, Matt, my product's a community.
I gotta run the community.
Okay.
Your community needs content too.
So I'm still giving you two full days.
Assuming you're full-time with
this, I'm giving you two full days.
To do whatever else you want to do.
And here's the thing.
If you're at a point where you have a
community and you're making good money.
Hire somebody to do, to
do the promotional part.
You know, That you don't need to do that.
People can put shit on Instagram.
It's not, it doesn't have to be you.
Right.
That's w that's the first thing I'd
hire out is that one, that one step.
Right.
And then it's like, and then, you
know, reverse it back from there
and then you can remove yourself
and you can only be in CEO mode.
And then you're only
working two days a week.
Realistically.
Ideally.
You catch my drift, right?
Your.
You know, I don't care how you slice it.
I really don't.
Right.
I'm only putting it in days.
I'm not saying you
literally had to do Monday.
You know, I'm only doing
that for perspective.
So that you can see that like, okay.
Yeah.
Yeah, I can write an article on the day.
You know what I mean?
Okay.
So all I'm saying is
you do at once a week.
I tell a lot of content.
That's a lot of content.
If you're just a single.
You know, single a solo
Panora that's that's.
You can get a business off the ground
in two years, if you're doing one big
piece of content a week like that.
And.
You know, That's that's really easy to do.
Now, imagine you add a video to that.
And you really got something going.
I, I can tell you that.
When I started roasty.
Roasted coffee.com, which I no longer
own in case you're new to the podcast.
But we were doing one article a week.
I wasn't even writing them.
One article a week, every Monday.
Two years it was making.
Full living.
Right.
Just on affiliate links for the most part.
And so I'm saying that that's possible.
To get there.
One article a week.
And that was with no keyword research.
That was like, that was me, you know?
Not really trying if I'm being honest.
So, but that's the thing
it's like content is king.
That's what they say.
It's true.
And every single time.
That I feel like I'm
faltering or floundering in
my business, or I'm like, ah,
It should be growing faster.
We.
I need the supercharge of this, or, you
know, Whatever goes through my head.
If you just go back and.
It's like.
Just do content.
Just do that.
Publish an article.
You feel like you're got to
control you feel like things are
not working out too well for you.
Go publish an article.
And then.
Email that article to your list.
And all of a sudden, like it's going to
feel like you're resurrected something.
And you do that every week
and it's going to feel alive.
It's the heartbeat.
Of an online business.
And an offline business.
I truly believe that this
distillery they're fine.
They have a taproom.
They are there.
They get walk-ins right.
But if they really want to go national.
This is a way to, this
is one way to do it.
And I think.
One of the best ways to do it because.
I think every single company nowadays,
if they want to do marketing right.
They need to become a little
media company for themselves.
And that that amount of
influence is like, Is so crazy.
Valuable.
And.
It all really made sense to me.
When I started selling physical
products and I was talking to an Andy
Humphrey, who's been on the show before.
And he did a podcast back in.
Oh, God, June, June, I think of 2021.
And mentions me on the show and
says, you know, if Matt from some
university ever, ever got into
physical products, he'd crush.
And it's like, well,
what do you mean by that?
Why did, why is that?
Because.
I built the audience.
I already had the content
machine nailed down.
So now I just needed to add
a product and holy shit.
Right.
Yeah, it works.
'cause it's like you got content
gets people to trust you.
And if they trust you,
they will buy from you.
That's simple.
They can't trust you.
If all you're doing is like Facebook
ads in marketing, you know what I mean?
They really can't trust you.
But if you educate them,
it's like, oh, Cool.
I learned something.
Oh yeah.
I learned something from this company.
They're great.
Oh, I love their stuff.
Yeah.
I buy all their stuff.
They're great.
That's my rant.
That's my advice.
That's what I'm doing this
summer and going forward.
And what's great about this little machine
is once it's built, it's really scalable.
And that's.
The best.
It's the best.
Anyway.
Thanks for listening.
If you have any questions or you,
or you're like, I don't know, Matt.
Shoot me an email, matt@moneylab.co.
Because again, I talk about
this on every episode.
I'm sitting in this basement and
I'm yelling into a microphone.
And by myself.
At this point?
No one's home except the kitty.
And I don't know where he is, but.
He's doesn't give a shit
about online marketing.
That I know of.
Because he's not here.
But yeah, shoot me an email.
matt@moneylab.co let's
have a conversation.
I still answer all my own emails.
Because look, money lab is
a small little community.
It's a small little place.
And do you know why that is?
Because.
I think.
I don't, I don't talk about.
You know, I don't talk about stuff
that wantrepreneurs want to hear.
And even this it's like,
oh yeah, I could do that.
I'm telling you it's fucking hard.
But.
It also isn't, it's hard
to do and get started.
And then the momentum built up and
the, and the, and the consistency
is really difficult and you have to.
You have to push through it.
And here's the thing, you know,
I was even talking to staff about
this the other day, which is.
The reason that I can sit here and,
and, and even have this podcast
and, and come from a place that I
actually know what I'm talking about.
I'm not some guy who fucking started
a podcast and only sold one online
course and thinks he knows everything
about selling online courses.
I'm not even sitting here telling you
that I know everything about selling
online courses, but the only reason
that I am sitting here today and feel
confident that I could put out this
podcast is because I've been doing
this shit for, oh my God, 20 years.
And it's can say I've had
swim university since 2004,
technically it's insanely long.
I am old.
I have gray in my beard.
It's it's it's shameful.
But I've been doing it.
And I've been doing it consistently.
And I will say this.
Every other year, I'm like, fuck this.
I want to quit.
Let's move on, but it's
the, it's the like, okay.
You have to realize that like, yeah,
you're all gonna feel that way.
You're all going to feel like, man.
Going to stop.
But you got to push through
and you have to know.
And then the other side of
it, it's all going to be good.
Good.
And some days are going to be
shit and other days are going
to be excellent and cool.
And it's just the rollercoaster of
being a self-employed entrepreneur.
That's it?
That's it.
Keep your eye on the ball.
May content arm out.
See you next time.
Bye.