WEBVTT NOTE This file was generated by Descript 00:00:00.360 --> 00:00:04.680 Matt: In this episode, we're talking about the untouchable online business 00:00:04.680 --> 00:00:06.600 model for future-proofing your brand. 00:00:06.600 --> 00:00:08.010 And that's something that I had to come up with. 00:00:08.490 --> 00:00:09.270 That's my thing. 00:00:09.300 --> 00:00:09.330 I 00:00:11.100 --> 00:00:11.880 don't take it. 00:00:12.540 --> 00:00:15.720 But I want to go over all of the principles and how I came up with 00:00:15.720 --> 00:00:18.720 this whole idea, which is, you know, something I have to follow, but we're 00:00:18.720 --> 00:00:20.280 going to get into it in this episode. 00:00:20.310 --> 00:00:20.970 So let's go. 00:00:37.290 --> 00:00:38.130 Yes. 00:00:38.160 --> 00:00:39.360 Yes, yes, yes. 00:00:39.360 --> 00:00:39.690 Yes. 00:00:39.690 --> 00:00:44.220 Before we get into it, this episode is sponsored by me and money lab.co. 00:00:45.120 --> 00:00:48.180 Uh, I've been, I've been, I've been giving away this free. 00:00:48.839 --> 00:00:54.989 Cheat sheet called the perfect post cheat sheet, which is a downloadable PDF. 00:00:55.289 --> 00:00:58.829 And you can keep on your desktop or you can print it out because I created a 00:00:58.829 --> 00:01:03.330 printer friendly version If you have a printer in your house Which I do not But 00:01:03.330 --> 00:01:05.760 if you're a printer you want to print it out and keep it by your computer So 00:01:05.760 --> 00:01:09.840 when you're writing a blog post you can optimize it or you can take it And you 00:01:09.840 --> 00:01:15.030 know find your underperforming blog posts that could be ranking and beef them up 00:01:15.030 --> 00:01:18.990 with some of the tips that are in this cheat sheet So you can get more traffic 00:01:19.470 --> 00:01:24.540 So that you can earn more revenue Get your click-through rate up with your affiliate 00:01:24.540 --> 00:01:30.000 links Get your all that stuff It's all in there Design tips everything So go 00:01:30.000 --> 00:01:32.700 check that out at money lab.co/cheat sheet 00:01:34.980 --> 00:01:38.130 Today we're going to talk about the untouchable online business model 00:01:38.130 --> 00:01:42.570 which is something that I came up with uh earlier this year Because I kept 00:01:42.570 --> 00:01:47.670 saying the word untouchable how do I make myself and my business Untouchable 00:01:48.480 --> 00:01:54.780 And I mean that in terms of how do I outpace my competitors so badly that 00:01:54.780 --> 00:01:57.150 they can never ever keep up with me 00:01:57.720 --> 00:01:59.250 And that's essentially what we're going to talk about 00:02:01.380 --> 00:02:09.570 And this Sentence that I Came up with was like how do I build an untouchable 00:02:09.570 --> 00:02:14.790 online business so far ahead of the game that the only way to beat it Is to buy it 00:02:16.559 --> 00:02:19.799 And That's what I want to answer at the end of this episode 00:02:21.479 --> 00:02:27.509 Now I sat down with staff and sort of I had this idea for a for an 00:02:27.509 --> 00:02:29.489 article I had this idea that I was 00:02:31.109 --> 00:02:36.479 Sort of my uh 20 21 mantra right Of like how are we going to 00:02:38.309 --> 00:02:40.889 How are we going to run our business this year Like what's what's going to 00:02:40.889 --> 00:02:46.649 be your thing So in the beginning of the year Um You know obviously I've had a 00:02:46.649 --> 00:02:51.059 couple of rough years The pandemic was rough There was some family stuff before 00:02:51.059 --> 00:02:59.369 that And I got it in this idea that It was really the biggest thing And the 00:02:59.459 --> 00:03:03.179 core the first core principle of the untouchable business model is generosity 00:03:04.109 --> 00:03:11.280 And an extreme Generosity And what does that how does that what does that look 00:03:11.280 --> 00:03:17.160 like So Extreme generosity is when you give away everything you know Without 00:03:17.160 --> 00:03:21.450 a paywall It's putting meticulous care and attention into everything you make 00:03:23.370 --> 00:03:32.010 So so how so How do you do that Well the thing is We decided like at money lab and 00:03:32.010 --> 00:03:36.960 at some university and at brew cabin you can see the quality of the work that we're 00:03:36.960 --> 00:03:45.240 putting into all of those things And we're putting it out for free because It's just 00:03:47.010 --> 00:03:52.350 Without content without the free engine of of why somebody becomes a fan of you 00:03:54.300 --> 00:04:01.530 Then you have nothing Right I think a lot of people Maybe I'm generalizing here But 00:04:01.530 --> 00:04:05.850 they want this Everyone wants the shortcut right Everyone wants to shortcut to an 00:04:05.850 --> 00:04:09.090 online business They're like okay I'm going to write a few blog posts When do 00:04:09.090 --> 00:04:13.380 I start making my money Is what they're saying right This is like okay well listen 00:04:14.910 --> 00:04:18.450 I I've even I've seen God I've been doing all these website tear downs on on 00:04:18.450 --> 00:04:22.560 YouTube And I just see a lot of people who submitted their site to me and they 00:04:22.560 --> 00:04:29.520 have three blog posts And it's like okay well you know That's fine I I you 00:04:29.520 --> 00:04:33.240 know you're you're just getting started but like you got a long ways to go 00:04:35.010 --> 00:04:38.940 How do you think about what does what does generosity look like Is it just 00:04:38.940 --> 00:04:44.490 writing blog posts Yeah that's part of it But it's not We're just writing the blog 00:04:44.520 --> 00:04:48.750 post It's what you put into them It's the time You're being generous with your 00:04:48.750 --> 00:04:54.900 time and you're being generous With your expertise and the things that you study 00:04:54.900 --> 00:04:58.770 behind the scenes that no one really knows that you study or that you're a fan of 00:04:59.580 --> 00:05:05.310 You're giving away all of that stuff And you're translating it through your lens 00:05:05.310 --> 00:05:10.890 through the way that you think about it This happens I mean I spend so much time 00:05:10.890 --> 00:05:20.010 in my day In my days All my off hours on my on hours Either reading or watching 00:05:20.220 --> 00:05:26.010 or consuming some type of educational material You know when I when I'm at 00:05:26.010 --> 00:05:28.650 home brewer it's my hobby I love it 00:05:29.430 --> 00:05:35.790 When I'm not homebrewing I miss it And then when I'm not doing it I if I'm on 00:05:35.790 --> 00:05:41.430 the treadmill or I'm on a walk Which doesn't happen as much as I want it to But 00:05:41.460 --> 00:05:45.900 when I'm doing those things I'm probably listening to a podcast about brewing beer 00:05:46.560 --> 00:05:52.320 And getting an education I'm probably at night before bed reading a book about 00:05:53.190 --> 00:05:55.470 You know brewing sour beers 00:05:57.420 --> 00:06:04.050 My free time My downtime It's sitting on the couch and watching YouTube videos of 00:06:04.050 --> 00:06:10.680 people brewing That's like that's what I do It's like my it's my interest And 00:06:11.130 --> 00:06:17.340 I also practice it and distilling that information Uh for for no pun intended 00:06:17.340 --> 00:06:22.830 even though there's no distilling and beer Um The all of that work 00:06:23.700 --> 00:06:27.750 Of educating myself and then trying to put it to the test and then 00:06:27.960 --> 00:06:32.819 regurgitating that is That's all work That's all at the research 00:06:32.849 --> 00:06:34.859 and stuff behind the content stuff 00:06:36.659 --> 00:06:45.359 It's spent Years 13 15 20 years just helping people take care of their pool 00:06:46.079 --> 00:06:53.219 Without I didn't have a blog I didn't have videos One Person at a time walking 00:06:53.219 --> 00:07:01.829 into the pool store You know Uh an adult Asking a 16 year old boy Why has pool 00:07:01.829 --> 00:07:09.449 is green And you know When you after you help You know probably a million adults 00:07:09.989 --> 00:07:15.449 With their with their house problems Uh they're not as they're not as they're 00:07:15.479 --> 00:07:20.369 very I grew up uh with a very twisted sense of you of who like an adult 00:07:20.369 --> 00:07:27.239 is because I'm like oh well there I know more than them About this one 00:07:27.239 --> 00:07:29.939 topic Anyway that's a that's a tangent 00:07:31.619 --> 00:07:37.589 The generosity piece is Taking those You know 15 20 years 00:07:37.589 --> 00:07:41.939 of knowledge knowledge And 00:07:44.489 --> 00:07:49.379 And D and putting that on paper or the internet or in video form or whatever 00:07:49.409 --> 00:07:55.889 format you you you're comfortable with But it's not just Putting it down It's 00:07:55.889 --> 00:08:03.959 caring about how it's presented It's caring about How crap like how it's 00:08:03.959 --> 00:08:09.119 going to be consumed Is it are you making this easy for somebody or are you 00:08:09.149 --> 00:08:12.659 just regurgitating what somebody else already said So you really didn't put 00:08:12.659 --> 00:08:15.149 any work into it You just like you know 00:08:15.659 --> 00:08:21.179 You just pooped it out And that's not generosity That's You know it's like 00:08:21.209 --> 00:08:24.929 going to a cocktail party and somebody says to me Oh like could you tell me 00:08:24.959 --> 00:08:28.169 something about brewing And I'm like yeah yeah I was like you know he's put 00:08:28.199 --> 00:08:31.919 the grains in the thing in the water and then somehow you know beer comes out 00:08:32.519 --> 00:08:36.479 They're like oh okay So clearly you don't you don't have no interest in explaining 00:08:36.479 --> 00:08:41.849 anything but that's not how I am I go into detail If you ask me about homebrewing I 00:08:41.849 --> 00:08:45.959 can talk to you I will talk to you till you fall asleep Uh about homebrewing 00:08:47.789 --> 00:08:50.759 And blogging to be honest I could do the same exact I can talk about business 00:08:50.759 --> 00:08:55.259 all day Every day I'm talking about business by myself in an empty house 00:08:55.469 --> 00:09:01.589 To a microphone and ultimately to you cause I love it so much Like if I think 00:09:01.619 --> 00:09:07.619 about it All the time that homebrewing And I don't think about pools that much 00:09:07.979 --> 00:09:13.259 But I used to I used to be very ended to knowing everything I knew Like I 00:09:13.259 --> 00:09:19.739 could recite part numbers Off the top of my head I knew so much about it Um 00:09:20.669 --> 00:09:24.629 But now you but now it's like you're you you have like I I talk about this 00:09:24.629 --> 00:09:28.559 idea called passion mashing where you take two things that you know maybe it's 00:09:28.559 --> 00:09:31.829 something that you're interested in and something that you're passionate about 00:09:32.219 --> 00:09:36.119 Uh and you mash them together And usually something unique comes out And in my case 00:09:36.509 --> 00:09:42.299 You know I'm very I'm very much a student of film I am very much like a video nerd 00:09:42.599 --> 00:09:47.339 Uh an audio file All of those you know things like I have interests outside of 00:09:47.669 --> 00:09:52.349 Of brewing and outside you know these like other tangible tangent things that I do 00:09:53.699 --> 00:09:57.839 And it's like okay well I'm a home brewer but what else am I good at You 00:09:57.839 --> 00:10:03.209 know I I know a lot about pools What else am I good at And you know I you 00:10:03.209 --> 00:10:06.059 mash them up and something interesting comes out So like Hey you might be 00:10:06.059 --> 00:10:12.719 interested and you might be a great writer And your hobby is I don't know 00:10:14.249 --> 00:10:18.899 Soundproofing a room I don't know maybe you're or decorating like you know maybe 00:10:18.929 --> 00:10:24.119 you're into decorating rooms You know interior design And you're and you also 00:10:24.119 --> 00:10:28.949 happen to be a great writer Like you'd make a perfect blogger Right Maybe you're 00:10:28.949 --> 00:10:35.429 into Video stuff or music like there's there's all you know maybe you're in the 00:10:35.579 --> 00:10:40.349 radio and broadcasting There's all kinds of things you can do It's taking the time 00:10:40.799 --> 00:10:47.639 Your time And and giving it to someone else That's generosity and 00:10:47.639 --> 00:10:49.769 what's great about the internet is you can do that at scale 00:10:51.929 --> 00:10:57.089 And people notice it The audience appreciates it Let me tell you because 00:10:57.569 --> 00:11:03.599 that is the kind of work that I'm doing at brew cabin Per video like the amount 00:11:03.599 --> 00:11:08.249 of time that I'm putting in per video And then that and then I dropped the 00:11:08.249 --> 00:11:12.299 video It's like the comment section is insane because they're just like this 00:11:12.299 --> 00:11:13.889 is the greatest thing I've ever seen 00:11:14.279 --> 00:11:21.449 Right Now that's me taking a ton of work and and like putting it into one like 00:11:21.449 --> 00:11:26.489 compressing it into one thing You could take a different approach like when 00:11:26.489 --> 00:11:30.599 I'm doing what this podcast like what I'm doing on YouTube where I'm taking 00:11:30.599 --> 00:11:38.849 20 plus years of knowledge And and my skillset of video and audio And doing it 00:11:39.719 --> 00:11:47.099 In bite sized smaller increments And so over time The collection of what I create 00:11:47.129 --> 00:11:52.679 will be massive and insane As opposed to compressing All of that information 00:11:53.069 --> 00:11:59.939 Into one video or into one Blog posts And it just works better for different 00:11:59.939 --> 00:12:04.499 industries It would work better if I did I think not if it worked better it's 00:12:04.499 --> 00:12:08.549 a different animal If I were to make a video every week about homebrewing 00:12:09.179 --> 00:12:15.239 You know the video itself would be packed full of information Sure But it might 00:12:15.239 --> 00:12:19.349 not have the audio quality or video quality because I need to get it out Like 00:12:19.349 --> 00:12:23.129 there's there's going to be something blocking me from doing that So you can 00:12:23.129 --> 00:12:29.279 be generous Either by doing one video every quarter Like I do at brew Gavin 00:12:29.639 --> 00:12:33.569 Or Uh a video every day on YouTube 00:12:35.099 --> 00:12:39.719 As long as you're willing to give away The things that you know And it's much 00:12:39.749 --> 00:12:44.759 easier if you like those things So that's the first step and that's really 00:12:44.759 --> 00:12:50.369 like the content step Right where it's That's how you create the thing that 00:12:50.669 --> 00:12:56.669 you end up distributing to the world And that's number two Is distribution 00:12:59.819 --> 00:13:06.749 Um I'm going to read this first part of this section because It can get a 00:13:06.749 --> 00:13:12.149 little confusing I think So I had to figure out two things in my own business 00:13:12.149 --> 00:13:17.939 which was who is my audience and what does my business do Who was your father 00:13:18.089 --> 00:13:21.449 and what does he do There it is Who is your daddy And what does he do 00:13:22.619 --> 00:13:25.409 Uh kindergarten cap then I don't do impressions Sorry 00:13:27.089 --> 00:13:31.109 It took me years to figure out who my audience was I want my business to us and 00:13:31.109 --> 00:13:34.799 I and I and that sounds strange because you're like well you know I have some 00:13:34.799 --> 00:13:38.759 university which has a pool care website And it's like okay so your audience 00:13:38.759 --> 00:13:48.329 is pool owners And your business Is teaching pool care And That Sounds simple 00:13:48.929 --> 00:13:53.099 But it took me a long time In fact I had to read a book called traction 00:13:53.159 --> 00:13:56.729 which I do recommend and I did an exercise in it which I don't normally 00:13:56.729 --> 00:14:02.429 do I don't like you know following the rules about other people Uh And and 00:14:02.459 --> 00:14:09.989 doing exercises In general So I did I did it and it's super clarified things 00:14:10.019 --> 00:14:14.039 because I found out that my audience was full of pool and hot tub owners And 00:14:14.039 --> 00:14:15.929 you're probably thinking well no shit 00:14:16.409 --> 00:14:23.519 Matt that's you know hello But I was so busy creating content All over the 00:14:23.519 --> 00:14:27.029 place I did I wrote a piece of art I wrote an article that I've probably 00:14:27.029 --> 00:14:30.839 told the story before but I wrote an article called like how to have sex 00:14:30.839 --> 00:14:36.119 in a hot tub Right And Cause I cause I did my keyword research and I saw hot 00:14:36.119 --> 00:14:38.549 tub sex had a lot of searches Of course 00:14:39.089 --> 00:14:43.829 For obvious reasons And I was like I bet you I can rank for that And I and 00:14:43.859 --> 00:14:47.879 I did I ranked number one for it And it wasn't like just pervs looking for 00:14:48.059 --> 00:14:55.409 pick pick pick pictorials or vids You know hot vids They were really looking 00:14:55.409 --> 00:15:01.049 about like is it safe I have sex And that's what I wrote about It turns out 00:15:01.469 --> 00:15:07.439 You don't have to own a hot tub to bang in one You could be You could be anybody 00:15:07.469 --> 00:15:12.659 in anyone's hot tub And I didn't realize that You know I did this I did a similar 00:15:12.659 --> 00:15:16.289 one about uh how to exercise and a pool because I was trying to reach a huge 00:15:16.289 --> 00:15:19.829 audience of people You know anybody that would swim but that's the thing 00:15:19.829 --> 00:15:21.779 it's like anybody can swim anywhere 00:15:22.919 --> 00:15:26.759 And you don't even have to like you can exercise in anyone's pool You 00:15:26.789 --> 00:15:32.099 could be a ten-year-old exercising in your parents pool And you found 00:15:32.099 --> 00:15:37.019 that article on YouTube or video or or Google and it's meaningless You're 00:15:37.019 --> 00:15:41.759 not a customer you're not a pool owner You're a pool user They're very different 00:15:43.649 --> 00:15:49.589 And my business this was the big one for me What does my business do Well 00:15:49.829 --> 00:15:55.979 I had to be honest and it's like we provide educational media In the form 00:15:56.039 --> 00:16:02.009 of articles and videos That's it What I did It's what I do You know I'm 00:16:02.009 --> 00:16:04.439 trying to get and other things but ultimately at the end of the day that's 00:16:04.439 --> 00:16:05.939 what we do We don't make software 00:16:07.709 --> 00:16:09.179 We make educational media 00:16:11.819 --> 00:16:17.369 So that's it All of a sudden if that's your mission statement Or if that's 00:16:17.369 --> 00:16:22.079 what your business does you figure that out I think it's It becomes a lot 00:16:22.949 --> 00:16:30.239 Clearing It's a clarifying moment of like where do you find those people Where 00:16:30.239 --> 00:16:35.669 do I find pool and spa owners I have a million platforms I could go on Right 00:16:36.389 --> 00:16:41.159 You might be in the industry you know you and I We're interested in online business 00:16:41.159 --> 00:16:48.089 So we're on Twitter right You know we might be younger So we're on Tik TOK 00:16:49.679 --> 00:16:55.169 Uh maybe Snapchat and for you know A little older I don't I don't know if 00:16:55.169 --> 00:17:01.649 that's even a thing anymore Maybe we're on clubhouse Again is that a thing anymore So 00:17:03.359 --> 00:17:06.329 We're thinking oh I got to have a Twitter account for my pool business 00:17:06.599 --> 00:17:11.219 because that's where I live And Uh if you really understand pool owners you 00:17:11.219 --> 00:17:17.369 know that they're not on Twitter Because they're adults and they have like four 00:17:17.369 --> 00:17:22.739 kids And they're not an online business They're probably in finance or tech 00:17:23.369 --> 00:17:27.479 Or blue collar And they're not on Twitter 00:17:29.129 --> 00:17:32.789 And I spent it wasted a lot of time promoting So many diversity on Twitter 00:17:34.949 --> 00:17:39.689 That's why I'm not on Instagram because my audience is not on Instagram The 00:17:39.689 --> 00:17:44.489 homebrewing audience is on Instagram My audience is on Facebook for for 00:17:44.519 --> 00:17:50.159 pools Um And I just you know that you you immediately know that once 00:17:50.159 --> 00:17:51.419 you understand who your audience is 00:17:53.129 --> 00:17:53.819 It's that simple 00:17:56.009 --> 00:18:02.279 And I do highly recommend that you Uh you read that book traction I think it 00:18:02.279 --> 00:18:08.159 was by a I think Gino Wickman is his name It could be wrong about that But 00:18:08.159 --> 00:18:11.909 it was really helpful in clarifying my business Don't get too deep into 00:18:11.909 --> 00:18:16.589 it But I thought it was helpful at least that first exercise of finding 00:18:16.589 --> 00:18:17.999 out exactly what it is that I do 00:18:19.379 --> 00:18:19.979 And 00:18:21.539 --> 00:18:25.649 There's also a great video on YouTube by miles Beckler friend of mine 00:18:25.679 --> 00:18:29.099 who talks about traffic diversity 00:18:30.719 --> 00:18:36.689 Uh and just in distribution And It's great because like you 00:18:38.429 --> 00:18:40.799 It's just I don't know It's it's just like 00:18:43.799 --> 00:18:50.519 It's so freaking awesome to have blog these days There's so many place places to 00:18:50.519 --> 00:18:54.059 promote your stuff and to distribute your content you can distribute your content 00:18:55.289 --> 00:19:01.919 On YouTube And reach Fucking billions of people You can you can Have your own 00:19:01.919 --> 00:19:06.359 blog and you get Google you're going to have pins You could be on tick pack 00:19:07.199 --> 00:19:14.129 I always say tick talk like that I always say it like Like tic TAC Like um you know 00:19:14.219 --> 00:19:18.929 north Jersey Even though it's not where I'm from You're like well you're from 00:19:18.929 --> 00:19:22.439 New Jersey I said not the same There's a very different So they're very different 00:19:22.439 --> 00:19:25.739 territories Very different accents Okay 00:19:27.629 --> 00:19:31.559 The third and final thing And there's some other considerations but the 00:19:31.559 --> 00:19:35.909 third thing When it comes to having on touchable business model is collection 00:19:35.909 --> 00:19:40.829 Now when you look at You know being extremely generous with your content 00:19:40.829 --> 00:19:46.889 distributing your content To the masses at scale on multiple platforms 00:19:48.449 --> 00:19:53.219 Now you have all these eyeballs on your content All of these people you're 00:19:53.219 --> 00:19:57.809 helping You're B you're being generous You're helping millions and millions 00:19:57.809 --> 00:20:03.509 of people But who really owns that con who really owns those people It's 00:20:03.659 --> 00:20:08.819 the platforms It's YouTube It's Google It's not even your website you know 00:20:08.819 --> 00:20:12.749 Yes They're coming to your website and yes you should own your own website and 00:20:12.749 --> 00:20:16.139 not be on something like medium that can just start throwing ads on your 00:20:16.139 --> 00:20:17.939 shit And you have no control over that 00:20:18.719 --> 00:20:19.139 Right 00:20:21.269 --> 00:20:27.479 You own that but But really it's Google you're at the mercy of Google When it 00:20:27.479 --> 00:20:31.379 comes to YouTube and Google You're at the mercy of Pinterest You're at the 00:20:31.379 --> 00:20:37.559 mercy of Facebook So number three is I think the most important thing which is 00:20:37.559 --> 00:20:43.289 collection I call it collection because It's a more of an idea than it is a tactic 00:20:43.799 --> 00:20:50.699 And the idea is somebody is Looking all you know somebody Got a green pool in 00:20:50.699 --> 00:20:57.329 my case or they're trying to get started with homebrewing Or they're looking to 00:20:57.659 --> 00:21:03.359 optimize their blog posts It doesn't matter whatever your content is Okay 00:21:03.689 --> 00:21:08.039 They're looking for you They're actively out there and they're searching for 00:21:08.039 --> 00:21:14.069 content and your content is going to reach them as long as you are super generous 00:21:14.549 --> 00:21:19.139 You pump out the jams And you post it on the platforms where your audience lives 00:21:19.619 --> 00:21:27.209 It's going to happen The problem though is Yes you can wait until somebody becomes 00:21:27.209 --> 00:21:31.769 a fan of you and then does their homework to find out more ways they can consume 00:21:31.769 --> 00:21:38.279 from you The better thing to do is collect them when you have them and say listen 00:21:38.849 --> 00:21:42.599 You found me on YouTube You found me on Google You found me on Facebook I'm 00:21:42.599 --> 00:21:45.029 glad you found me I'm glad I helped you 00:21:47.369 --> 00:21:51.059 How about you Give me your email address I'll give you something in exchange for 00:21:51.059 --> 00:21:55.469 that Don't worry It's not like you're just going to give it to me And that way 00:21:55.469 --> 00:22:00.869 you and I can communicate And I can give you more information more of my content 00:22:00.869 --> 00:22:04.889 the stuff that you haven't seen And the best way for me to give that to you is 00:22:04.889 --> 00:22:07.949 via email because it's really the only 00:22:09.029 --> 00:22:13.319 Two way communication that we really have That's not like right now 00:22:13.319 --> 00:22:15.479 that's not controlled by an algorithm 00:22:17.729 --> 00:22:20.699 And then once you start collecting those people 00:22:24.119 --> 00:22:27.899 Everything changes you actually now have like you're going to actually have 00:22:27.899 --> 00:22:35.729 a real business because God forbid Uh Google updates some dumb Algorithm change 00:22:35.729 --> 00:22:40.019 where they're changing titles and your stuff's not clickable anymore or we're not 00:22:40.049 --> 00:22:44.279 ranking anymore because they're too busy testing on their end They own your shit 00:22:45.449 --> 00:22:49.169 YouTube is shutting people down cause they talked about Dina and 00:22:49.169 --> 00:22:54.389 they mentioned uh something Not great Or maybe not even it or it was 00:22:54.419 --> 00:22:56.429 just wrong The robot got it wrong 00:22:58.079 --> 00:23:03.299 Whatever it is You don't own it You don't own those eyeballs yet 00:23:05.579 --> 00:23:10.889 So own them And the only way that I can think of owning them in some way is by 00:23:10.889 --> 00:23:14.609 having their email address because then you're taking them off the platform 00:23:14.609 --> 00:23:19.409 You're saying listen Hey did you know I just taught you about pool maintenance 00:23:19.409 --> 00:23:23.549 for beginners But Maybe you have a saltwater pool or maybe you have an 00:23:23.549 --> 00:23:27.089 algae problem or maybe you know did you know that there's a product exists and 00:23:27.089 --> 00:23:31.199 I can really help you I can send you all that directly You don't have to like 00:23:31.229 --> 00:23:33.749 refined it You don't have to wait for 00:23:34.709 --> 00:23:39.059 An ad to retarget you you don't have to wait for the algorithm to serve 00:23:39.059 --> 00:23:44.069 you up more of my content You don't have to even subscribe because the 00:23:44.069 --> 00:23:46.979 next piece of content I put out might not even be relevant for you 00:23:48.719 --> 00:23:54.509 Collected the email address And if again if all the shit goes down You have 00:23:54.509 --> 00:24:00.359 a list of people a list of potential customers that you could Basically have 00:24:00.359 --> 00:24:04.499 a business for the rest of your life With the same group of people and you 00:24:04.499 --> 00:24:08.849 could do it all through email And you don't need any platform And that is 00:24:09.659 --> 00:24:14.309 Crazy interesting because I believe that that is the ultimate future-proofing 00:24:14.699 --> 00:24:21.929 strategy Which is If you have any MLS you have a business Think about it Just 00:24:21.929 --> 00:24:26.369 think about Okay It's a couple of other things to consider and I'll wrap this up 00:24:28.529 --> 00:24:31.109 We're being extremely generous We're publishing on the right platforms We're 00:24:31.109 --> 00:24:36.839 collecting email addresses Processing things out having standard operating 00:24:36.839 --> 00:24:42.359 procedures or SOP is in our industry Uh it's how I'm doing this podcast 00:24:42.419 --> 00:24:46.289 I am literally recording this I am hitting a couple of buttons and it is 00:24:46.289 --> 00:24:49.529 published and scheduled to the world or scheduled and published to the world 00:24:50.159 --> 00:24:56.039 Super It's all written down my process my YouTube processes written down my blog 00:24:56.069 --> 00:24:59.699 pro post-process is written down and it is included in a cheat sheet that you 00:24:59.699 --> 00:25:01.649 can download At money lab.co/cheat sheet 00:25:03.179 --> 00:25:07.349 All of those processes and they get fine tuned over time and they just kind 00:25:07.349 --> 00:25:12.059 of run and it just makes everything easier You just got to grease the wheels 00:25:12.059 --> 00:25:18.449 now And again But think about systems think about every single piece of your 00:25:18.449 --> 00:25:24.089 machine and how you can make it easier on yourself How you can lube it up 00:25:24.719 --> 00:25:28.619 To S to to get more out I'm serious I mean I'm kind of like 00:25:28.919 --> 00:25:31.679 I'm using Funny words like lube 00:25:33.239 --> 00:25:40.469 Uh it's still funny But yeah I mean think about it I love You know the last 00:25:40.469 --> 00:25:44.969 episode we talked about the publishing challenge It's a it's a greased machine 00:25:44.969 --> 00:25:50.849 It just pumps All I have to do Show up hit two or three buttons It's 00:25:50.849 --> 00:25:55.829 written down for me Boom I'm recording I got an assistant that takes care 00:25:55.829 --> 00:25:57.539 of the rest It's not even that much 00:25:58.049 --> 00:26:02.579 But every single piece of that Where's the disc you know where's the description 00:26:02.729 --> 00:26:07.439 located Do we just copy and paste it Everything Every time you look at your 00:26:07.439 --> 00:26:12.029 system anything that you have have a repeatable task Look at trying to 00:26:12.029 --> 00:26:15.239 figure out a way to make it simpler Maybe you don't have to do that one 00:26:15.239 --> 00:26:18.299 part but you don't know that until you write it down It's like what gets 00:26:18.959 --> 00:26:21.749 uh what gets measured gets managed 00:26:22.259 --> 00:26:26.219 Right Is that the saying If you're measuring every single thing that you 00:26:26.219 --> 00:26:31.439 do from soup to nuts when you publish a blog post or when you publish a YouTube 00:26:31.469 --> 00:26:38.309 video Or when you create anything Think about ways you could Grease the wheels 00:26:38.309 --> 00:26:43.259 a little bit take out something make it make it More streamlined make optimize it 00:26:44.579 --> 00:26:47.729 It's the best thing you can do And then everything just going to run better 00:26:48.209 --> 00:26:58.409 Right MI I have I was a disorganized kid And I was a lazy kid And as soon 00:26:58.409 --> 00:27:00.869 as I started my own business all that changed I was like I'm not going to 00:27:00.869 --> 00:27:06.749 be this person anymore I am the most organized person that I know And I and 00:27:07.139 --> 00:27:09.839 that would she still shocks my father 00:27:10.679 --> 00:27:18.509 Because I was a mess as a kid You know as a as a adolescent As a 22 year old 00:27:18.539 --> 00:27:26.609 complete mess I didn't get organized until 25 26 years old Maybe that's 00:27:26.609 --> 00:27:31.169 just when people get organized but holy crap I take it like mine just like my 00:27:31.229 --> 00:27:38.159 desk is clean My desktop is spotless There's like One file on it At all 00:27:38.159 --> 00:27:40.049 times it drives me nuts inbox zero 00:27:41.039 --> 00:27:46.199 Every single file in my Google drive It's color coded and labeled 00:27:46.199 --> 00:27:49.079 properly With one or two words 00:27:53.009 --> 00:27:56.699 And honestly There's other pieces of this that you can read 00:27:58.829 --> 00:28:02.249 If you go to money lab dot Co slash untouchable If you want to read them 00:28:04.319 --> 00:28:11.519 But you take everything I just said Generosity Distribution collection You 00:28:11.519 --> 00:28:15.749 take all those things Yeah Mix them together You you you have a business 00:28:16.349 --> 00:28:25.199 And then you give it Time Patients Is a virtue and it is key in this business 00:28:25.259 --> 00:28:33.749 this online internet Marketing blogging business The shit just takes time 00:28:34.349 --> 00:28:42.359 And I am Sitting here before you today talking into a microphone to you And the 00:28:42.359 --> 00:28:47.189 only reason I feel confident in doing that It's because I have 17 years under 00:28:47.189 --> 00:28:53.729 my belt Doing some kind of internet work to get me to this place I feel 00:28:54.329 --> 00:29:02.429 Genuinely qualified And I don't feel like I'm top dog If that's even something 00:29:02.429 --> 00:29:05.579 that someone feels I'm sure somebody out there feels that way I'm sure D I 00:29:06.329 --> 00:29:11.159 Definitely people felt that way I don't feel that way I just feel like 00:29:11.219 --> 00:29:18.329 I get it I understand it I'm patient All I got to do Pump out the jams 00:29:18.869 --> 00:29:20.789 get Jay be generous with my jams 00:29:22.439 --> 00:29:28.979 Distribute my jams And make sure that my jams are collecting My peeps what am 00:29:28.979 --> 00:29:31.049 I doing Why am I doing this This thing 00:29:32.729 --> 00:29:38.549 What's this My jams and my peeps Um I feel like Um my father who's 00:29:38.549 --> 00:29:41.909 trying to sound cool And I don't mean like my actual father just 00:29:41.909 --> 00:29:44.699 like a father Trying to sound cool 00:29:46.889 --> 00:29:47.339 Anyway 00:29:51.089 --> 00:29:57.359 That's a T set That's a T set for you at the end of this episode Listen Um I 00:29:57.359 --> 00:30:01.199 mentioned this in the last podcast episode that I really want to hear from you 00:30:03.239 --> 00:30:07.499 I really want you to email me Uh there's uh my email address is in 00:30:07.499 --> 00:30:11.849 the description in the show notes My Twitter handle is also in the show notes 00:30:13.409 --> 00:30:18.479 I want you to reach out to me and I want you to just Tell me if you like these 00:30:18.569 --> 00:30:24.749 episodes if you're if you're digging the format of just like solo 30 minutes Me 00:30:24.749 --> 00:30:28.979 talking about stuff that I like About online business hopefully teaching you 00:30:29.009 --> 00:30:33.149 something Hopefully making you think different because I love thinking 00:30:33.149 --> 00:30:38.069 different I love being challenged not just in online business and like the actual 00:30:38.069 --> 00:30:40.169 tech side of things but like mentally 00:30:41.369 --> 00:30:45.449 No I don't want to say that I like being challenged I like my brain being 00:30:45.449 --> 00:30:50.039 challenged I like perspective Because I think it's interesting I like hearing 00:30:50.069 --> 00:30:55.769 other people's stories So shoot me an email and just say hello and just say 00:30:55.979 --> 00:31:01.499 Hey I heard the pocket podcast episode I liked it or I didn't like it or I liked 00:31:01.499 --> 00:31:02.879 this part but I didn't like this part 00:31:03.419 --> 00:31:09.569 Uh You know offer some constructive criticism and feedback And I will and 00:31:09.569 --> 00:31:16.649 I will uh I will listen to it Because I am an open book And I am also a sponge 00:31:16.889 --> 00:31:23.520 for knowledge And perspective anyway That's it Um Thanks for listening And 00:31:23.520 --> 00:31:28.350 I think I'll see you guys in the next episode Oh you'll hear me That's it 00:31:28.920 --> 00:31:32.040 Goody mind We'll have.co/cheat sheet Get the get get the download 00:31:32.340 --> 00:31:33.300 All right I'll see you next time