EP0008 Building Your Media Machine

Freedom! You're listening to the Daily Motivation Podcast, a place to take your life to the next level, your business, your fitness, your dreams. Let's go! What up, what up, what up? It's your boy Cauveé Inspiration Engineer. You already know what it is. Welcome to another episode of the Brand Builder playlist where we are building personal brands for the creator economy. This is the place where creators become brands, brands become businesses, helping creators build brands that last by building category-defining personal brandship. Whether you're a speaker, an investor, coach, consultant, or in between, this is the place for you. So welcome. Let me know in the notes, in the comments, where you are tuning in from. And anything that is of value, that is resonating, please share this out with your friends because these messages people need to hear. But before we get into the jam, I just want to play a little music because I've been vibing. I've been in Brazil and really enjoying my time in Brazil, and I got this record from, uh, Klaus, uh, Insum Usim Vossi is, I think, how you say it. Don't hold me to that. I don't speak Portuguese. Yeah, I speak Spanish. But, uh, yeah, I think that's what it is. We're gonna vibe on these, on these vibes right quick to get the energy right, and then we're gonna come right back and get it popping. Let's go! Today's episode is brought to you by Motivation Music, the place where Music for Entrepreneurs, where we can grow, we can build, we can affirm the very life that we want to do it, and we can do it through our music. So with that stated, today's episode, we're talking about building a media machine. And what does that really mean when it's— when you hear the verbiage media empire, when you hear the verbiage personal brand portfolio, what does that really mean and what is happening behind the scenes in order to create that. Now, one thing that I have found, right, wrong, or indifferent, is that creators— maybe this is a stereotype, maybe it's true— normally I find that creators and artists, we align more on the right side of our brain, which they say is more the creative side. It's the ability to give you— it's the side of the brain that is the ability to think in the future, to think about large projects, and to be 10 years ahead, to That's the side of that brain, the ability to create and kind of tap into our vision, tap into our, uh, the spirit side of our flesh as we dive into the, uh, when they talk about like, um, you know, this was, uh, what is that word I'm looking for when it is your, um, uh, your gut instinct, your instinct, and, um, you know, I feel it in my gut. That is on your creative side, your creative ability, and that's what we're going be talking about today when we talk about the systems in the left side of the brain to support the right side of your brain as you're building out this media machine. So first and foremost, anyone that produces content or that is a content creator, they are a media company. You might be a one-person media company, but you are a media company. So we need to first, I think, get to some level of alignment and understanding that we agree that that's what it is. All right, if you're publishing on Facebook, X, Instagram, YouTube, and we'll just stop there— there's 4, we can throw LinkedIn in the mix, or wherever you're at, Twitch, wherever you're at— if you're— if you are publishing content on multiple platforms, you are syndicating, whether you're doing it manually or it's automated or you have a software that distributes across multiple platforms, you are a cross-platform syndication outlet. That's what it is. All right. And if for those of you that have podcasts and things like that, they use Buzzsprout or whatever company you're using, and they usually include some level of syndication and distribution, as in, you know, you publish once or you create it once, it goes out to multiple outlets, multiple channels, so on and so forth. So that's on the front side, on the content side, and that is not, not the side that we're talking about today. The end goal of any media machine, and any business for that matter, is to get you to buy product. That is what it is, right? I put out content, I put out information, I put out art, whatever it is, with the goal and the vision that you're going to make a purchase. That's what we're all doing, all right? You're either being sold to or you're selling. Those are the only two options, all right? So now, with that stated, if I am a media machine and I'm putting out content— and that part, for some of you, comes very easy. Some people, you guys can just turn on a mic and you can just go. Some of you are very scared and got to get the confidence and do some of the preliminary work to be able to get to that point where that part is easy, to hit publish and send, and then it goes out everywhere. Some of you like, all right, I got that. What a lot of you are working to do is build up your community, which we've talked about in other episodes, the importance of having community, but then to have a systemizing backend that can move that community through a workflow, through a, what they say, a funnel, and to get them to actually purchase product. And if you haven't figured that out, that is the step for you, is to have a system, even if you're by yourself, that is a machine that as content goes out— and yes, they're part of that machine. Let's talk about, let's talk about the front end and the back end really, really quickly. On the back end, you've got, you know, content management softwares, right? This would be like your Trellos or your Asanas or your Mondays or fill in the blank, whatever software and tech stack you're using. You have your content calendar, which is also a system, right? You have— these are the shows I'm going to do, these are the dates I'm going to publish, these are the times and the topics, and that— and that is a machine in itself. But that's not necessarily what I'm talking about, because this is going to tie into some of our other episodes that are coming out here very soon, where I'm talking about getting you paid. I'm talking about the machine that helps you make money. You got to make money, people. This is a business. Businesses cost money. The software or whatever you're using is costing you money, so you want to have at least something to break even, right? That's at bare minimum. If you're a little farther along in your journey, you might be thinking, okay, I need a machine that can get me to growth, or I've got a machine that can get me to scale. And today I'm going to be talking about scale. I'm not talking about from— this is good for my rookies and my people who are just getting started, but this episode, today's episode, is more for people that are seasoned or are expert, and they're looking at the scalability of their media machine. So if you haven't gotten comfortable speaking in public and doing all those things, by all means soak this episode up, but just know that for today we're talking to the creators and the entrepreneurs that have figured that out. They've been in business maybe 2, 3, 4, 5 years. This is not new to them. What is they're trying to figure out is how do I sell more volume, volume at scale using my media machine. Are you with me? Okay, that's what we're going to be talking about. So if you are selling what we call low-ticket products, a majority of creators and entrepreneurs are, all right, you got a digital product that's let's say $9. Maybe it's like a little one-off PDF, something real cheap, right? Or maybe a mini course, $97. Or maybe a little bit more extensive of a course, $397. Uh, maybe even a premium course, $997 to $2,000. Once you hit that $2,000 mark— and mind you, depending on when you listen to this episode in the future, inflation may hit and numbers may change. I'm giving you the principle. $2,000, now we're starting to move into a little bit of a high ticket, but it's still pretty small, right? Then you get into $5,000 product service offering to maybe a $12,000 to $20,000 mastermind or coaching program or some kind of program that's now like the cost of a starting tuition in the United States. If you go to college, you're spending somewhere between $45,000 up to maybe $150,000 depending on what you want to do for tuition, right? So we're talking about a 5-figure, uh, 2, you know, a 2-level for you, like $12K, you know, $20K, whatever it is, but a 5-figure tuition type of opportunity that now we're getting into even higher ticket. And then if you do what I've been really focused on doing, which is these multimillion-dollar deals venture capital deals, working with investors and doing all the things, we're talking multi-million dollar deals, right? And then in between, I guess I skipped one, would be like real estate deals, 6-figure deals, right? 6-figure could be enterprise deals. There's a lot of different sizes of deals within your Ascension ladder. But the thing that I want to make sure that we understand is you're seeing that there's these different ascensions or these different levels to the service or the product that you have. And if you're not B2B, which majority of media, I would say majority of the time is for consumers, uh, consumers are usually like 5 figures is like a good stretch unless you work with the affluent class wherever you're from, right? And that principle of everything I just covered, you take that to Brazil, you take that to Argentina, or you take that to Mexico, or you take it to Spain, or you take it to Thailand, wherever you take it, it's going to be the same principle with your currency and with, you know, what you do and how your economy works. But the economics are still the same. The principle is still the same as to how that works amongst everybody in the globe, their own structure. Okay, so are you guys with me? Are you following what I'm saying? All right, now majority of creators with their media machines are selling low-ticket products, 2-figure and 3-figure products. They're not selling 5-figure masterminds. That's a big stretch for a lot of people Uh, which, if you're feeling a stretch because of that, I just want to tell you, you got mindset things that you got to work on. Today's episode is not going to be around mindset, but that's what that means. That makes you feel uncomfortable selling a $2,000 or $5,000 product. Mindset. $12,000, $17,000, you're like, oh my God, I can never charge that, I'm not worthy of that. Mindset. That's not what we're going to be talking about today, but that's what's going on. All right, so you got some things to work on as far as self-value and self-worth. I just want to cover it now since it's, it's relevant, and then we'll keep it pushing. All right, so back to the Media Machine. If you're doing low-ticket items, 2-figure, 3-figure, maybe low 4-figure items, you're in the volume business. And in the volume business, the way it's working is you have to have systems in place to reach a massive audience because at the top of it, think of it like a cake. And I wish we had someone to do like a— I might have AI build something like this so we can see it in real time at a future publishing date of this content. But think of it like 5 layers of a cake, right? Every top of the layer down, like if you go from like an elevator down, it's basically the law of 10, meaning 10%. So if I blast out, let's say, to 10,000 people, all right? That's called your impressions and how many people view, or at least showed up on their screen. 10,000, okay? 10% of that might actually click and watch. And this is why you have analytics to tell you what is going on with your content, what is happening with the content, all right? When you see like 3-second watches and things like this on videos, you know, that's what it's looking at— how many people even just watch the first 3 seconds. And there's a ton of data out there as to, uh, success and what that looks like from an industry standard and what that looks like for the top performers, so on and so forth. We're not getting into that. We're talking the principle and the philosophy of how this works. So if 10,000 people from the top of the cake, it popped on their feed, right? Then that means 1,000 people, más o menos, more or less in English, more or less 1,000 people might actually watch 3 seconds. Out of that 1,000 people, 10%, going down again, 10 might actually click or get to the end of whatever they're watching, and then 1 person actually click on the website and buy something, right? And I'm giving you a very, like, high-level, very quick, very— just an overview, because I want you to understand this is literally how it works. So if you're playing in the music space, okay, I've been very vocal when I found this out, that the average stream is $0.004 in USD. That's how much that artist and his or her or their team made. That's got to be split amongst all the people on the team, all right? So you got to do million streams a month just to break $100,000 in revenue a year. 12 million. That is the most volume I have ever seen because majority of entrepreneurs and creators are not selling products where it's not even, uh, it's a fraction of a penny, right? It was like, let's say for it to be a dollar, it's a fraction of a penny. That is the game if you are a musician Or if you do anything that's in like crypto and we're playing with super, super low fractional types of, of currency fractions, you're talking multi-million volume in what needs to happen as far as your community goes. Okay, now I ain't never been great at math. I'm not a math whiz. I'm not a math person, but I am a person that says start with the end in mind and reverse engineer it backwards, because it is a formula. And once you understand how it works, now you can build your machine toward a long-term sustainable growth based on understanding that formula and understanding the numbers. Now, is it going to be exact what I just said with the law of 10%? No, don't hold it to me that it's law. I'm just telling you, like, give or take, más o menos, more or less. This is the way it works. And since that is the way it works, if your goal is to do, let's say, I don't know, 100 sales, 30 sales, whatever that is, you want to know how many people do I have to get to go at the top of the cake in order to— at the bottom of the funnel, we're able to convert at the levels that we want to convert. Okay, in this Works for ads, this works for streams, this works for lives, this works for it all. All right, now just want to go into a little quick caveat because depending on what you're selling and depending on the process that you're selling it, now we start moving into, okay, well, how do people purchase, which is going to impact— you know, there's a few things I guess that I'll cover that impact what people are going to buy, right? One is, what is the price and the offer? Okay, number two is, are they buying it on their own? Like, they just click on the, on the link, it takes them to the checkout page, they can just buy, right? All your statistics around, um, you know, your landing page and, and who saw it and who clicked and who is in an abandoned cart and who finished the cart and all that. I ain't gonna go into that right now, but there's a tons of data that you got to get around people that go to the cart. Right? Some of you are selling an offer where you need to move them into a sales call, right? And if you're selling a 5-figure offer, you definitely want to move them to a sales call. And so now they've got to get on call with you, which now you got to know how many calls and what is your closing percentage. See what I mean? Like, there's all these statistics within the statistics within the statistics of performance when it comes to success, when it comes to your media machine., but your media machine starts the conversation to get people to go through the different layers. And now for us to take that data and take that information and figure out what are we doing and how are we performing with that. And now that we know this is how we're performing here when it comes to our media machine, now we need to focus on our acquisitions machine or our sales machine in order to convert this into customers. All right, we will do another episode for another day where we will talk about relationship acquisition, which is a sales framework that I teach. It's our own trade around selling, but it will help you understand because we help people close at the 30% and up mark, right? Means if you talk to 10 people, 10 people gonna call, 30%, 3 people out of the 10 are buying, all right, or more, even at a, at a high valuation or a high figure. Uh, because again, there's a certain structure and a finesse and a technique in order to get those people to close. All right, everything has different levels and different layers, and there's a different game within the game. However, the entire game is the same. All right, so I say that same is we are going to help you get those systems in place. And once you have those systems in place and you can use AI and you can use the different tools out there in order to understand, you know, how to build your game and what that looks like. And depending on what platforms, I can't give you this boilerplate answer because I need to know what platforms you're on. If you're like Cauveé Inspiration Engineer, we've got over 200 Facebook groups, we've got 10 X Spaces, we've got Instagram community, we got, you know, just— I could— I'm not gonna bore you with all the details, but we're already syndicated amongst all these other groups. So the strategy that you're going to use needs to be custom to your business and your journey where you are today. I can't just give you this boilerplate, okay, this is how to do your media machine, but I can tell you that all media machines have to have a systematic content side, right? The calendar and schedule and all the things. And then you also need to have the marketing and the distribution of the syndication side. So that you're getting enough top of funnel or top of the cake activity so that you're able to convert at the bottom of the funnel the, the amount of people that you need and the customers that you need. And you do that around a goal. So you start with, as I was talking earlier about reverse engineering, you know, you would begin with the conversation of what do I want to do with this product or this service per month, per week, per day, right, per year. What does that look like? What numbers are we trying to hit? Once we have that number, then we want to move into the system of, okay, well, how much is it for that specific offer, right? Okay, got it. Boom. Then we now need to move into that Media Machine data to figure out how many people are engaged with the content you produce, right, at the top of the funnel, right? And then we go into more particulars around the sales side of it depending on, again, the price and the markup and what that is, what that looks like, um, as you get, you know, the, the style in which and the way in which you sell. Does that all make sense? Hopefully I covered that in a way that it's not too overwhelming. But once you start really getting in there, I want everybody to understand, like, this is really the game that these empire brands or whoever you look up to, celebrities, influencers, whatever This is the game that they're playing, all right? So it's like, hey, this is just the game. Didn't write it, didn't create it, didn't build it, but I understand how we're playing. And if you choose to play, and that's meaning that you want to play at a level where you define the category, you build a brand that lasts, you are creating a type of business where investors want to invest into your brand right, then this is the kind of information that you got to take in and just get used to, get comfortable with. This is what we're doing. So with that said, I love you, I appreciate you. Hopefully this is resonating. Let me know in the comments what your takeaways are, what things was like, man, he nailed it, thank you so much for that, I really understand that. Let me know where you're at in your business and what struggles and challenges that you're having, and let me know where you're tuning in from. It's your boy Cauveé I love you, I appreciate you, and until the next time, you already know what it is. Peace!