How I Built A 7 Figure Business Marketing Only To Men

All right, team, welcome back to the Mantalk show. Connor Beaton here. And before I dive into today's topic, which is a good one that many of you have been asking for for a long time, I have to say thank you to each and every single one of you. We just hit 80,000 subscribers on YouTube and we have hundreds and hundreds of thousands of downloads every month on the podcast. It's such a big, big moment. Thank you so much. And it's a big moment because five months ago we only had 25,000 subscribers on the YouTube channel. And so we have blown up in the last little while. Lot of that is thanks to you and your feedback and your willingness to tune in and tell me about what you're wanting to listen to and what you're wanting to learn. So thank you so much. And for the 70% of you that watch these videos and are not subscribed, now's the time. Here's your call to action. So with all that said, thank you again for being a part of this community. We are growing and there's going to be more incredible, incredible stuff on the horizon because I'm going to be doubling down on the YouTubes. So here we go. How I built a seven figure business marketing only to men. Now, this is something that admittedly I have avoided putting out for a long time. I never wanted to. You know, I don't do my business to flash money. I don't do my business to brag about it. I even hesitated to write this title like this because there's so much marketing crap on the Internet. It's like how you can scale your seven figure business or how to make nine figures or how to become a billionaire. And it's just none of that stuff ever aligns with me. And so what I want you to know before I keep going is I'm not here to sell you or teach you how to have some lifestyle. It's not what this video is going to be about. It's not what my content is about. My content and my work is all about helping you to develop competency and to be capable in your life. Because for me, being incredibly capable and competent has made me successful and fulfilled. Not the Rolex or the Bugatti or the. Whatever it is, the. Not that I have any of those things. They're also. That's also not what I would buy. I wouldn't buy a Rolex or a Bugatti, which is interesting. But anyway, I'm sure I'm going to hear what some of you guys in the comments on YouTube of, like, what watches you'd buy or what supercars you'd buy. But I do this because I care about competency. And that is the most rewarding thing for me. And what I've seen is that when you double down on that, when you double down on, on being exceptional, that produces success, period. Full stop. So let's talk about the problem. Okay? There are a few problems when it comes to working with men. And it doesn't matter if you're a coach or a therapist or a counselor or you sell knives to dudes or, you know, you produce condoms or cars or it doesn't matter, right? Clothing for men. This video is going to help you better understand how to get men into your business. Because I have worked for the last 10 years to just speak to men, work with men, market to men, etc, you know, I've built a top 100 ranked podcast. You know, obviously the YouTube channel is, is growing. I've had sold out men's weekends for like the last seven years in a row, which is a feat of its own because it's really group therapy, you know, where guys come to address their past or their trauma or, you know, the, the shit that they just haven't been able to move through in their life. And so how do you deal with the problems of working with, marketing to selling to men and getting them into your ecosystem? There's a couple things that you need to know straight out the gates. Okay? Number one, we as men are largely skeptical, right? I don't know if you, like, you've noticed this about yourself or maybe it's just a me thing, but I find that I'm very skeptical. I'm skeptical with, like, Internet figures that are trying to teach me shit. I'm skeptical with clothing companies and, you know, anything that's trying to sell me something, I am skeptical. Immediately I'm like, what do you want from me? How much money are you trying to get from me? It's like, immediately I'm like, how? Like, I'm not getting off my wallet. And maybe it's like the Scottish part of me, like this, like, you know, old school, cheap Scottish part of me. But we as men are very skeptical. And so that is an issue when it comes to bringing men into your ecosystem, into your business. Second is that men can. And I've seen this, this sort of duality play out in all of the men that have come into man talks, whether it's the weekends or the programs or whatever. We as men can be very quick to purchase and so there's kind of like no rhyme or reason. It's like, oh, I saw the webpage and I bought your book. Or like, I signed up for your $3,000 weekend. Or I, you know, like, whatever it is, it's like, I just did it. And so it's hard to kind of comprehend how that decision was made. Or you get the guys that take a painstakingly long time to make a decision. They open dozens of emails, they read your content for months and years, they see you offering your product over and over and over again and, you know, get marketed to them. And then finally, after, you know, navel gazing and deliberation and. And whatever, they finally go in. Right? So those are a couple of the problems. Next. Men can be very heavy researchers. So for me, I love to research things. Like, I'm looking at buying a second car because we have another kid on the way, and I'm researching the crap out of it. I've been researching it for, like, like six months now, you know, deliberating over, oh, no, I'm the painstaking guy.

But, like, you know, researching and deliberating over, like, which vehicle would be best and, you know, should I get a used one? And. And, you know, which one? Like, how many horsepower does it have? And, I mean, just going through all the stats and all the details and all the information. And so we as men can be really heavy researchers. And for you, creating a product or a service that is being presented to men, you kind of have to start to know how much information you need to give them and how much information is too much. Because you can inundate a man with so much information that for the guys that don't need all that, it's going to turn them off immediately. And for the guys that think they want all that, they can just get stuck in the research and never actually take action on buying your product or, you know, signing up for your service. Next is. I love this one. I love this one about some of you guys, but some of you guys are just the biggest, biggest lurkers on the planet, right? There are some men that we just lurk. We just lurk hard, you know, where you'll. You'll watch the, you know, you watch all the videos, you'll. You'll open all the emails for that product, and you never buy the damn thing. You know, or you're like, you follow somebody on social media and you, you read through all of their posts and you watch all of their content, but you've never bothered to engage with anything that they offer financially, right? And so we as men can really lurk. And we can lurk like. Like if there was a lurking Olympics, we would win, right? Dudes would just crush women at lurking. Like we're, we're just much better at it. And so you have to know that men can engage with your brand, with your product for weeks, months and years without ever having bought anything. But they're super engaged. Like they're super. They're probably telling their friends about it, but they haven't actually purchased anything. And it just means that you haven't found the right thing that they're interested in yet, or you haven't position or you haven't done the thing that most people don't do, which is you call out the Lurkers. I've done this so many times. I have something called the alliance and there's like 800 guys in there from around the world. And it's a paid monthly membership where you get your own men's group and a whole bunch of things. It's amazing. So you should go check that out. But it's amazing. And one of the things that I do every like three to four months is I call out the Lurkers and in the platform because there's guys that will go through and read every post and they'll like it, but they won't comment and they won't ever post and they don't show up to the community calls and they just kind of lurk in the background. And there's nothing wrong with that. It's not to shame you Lurkers, it's just simply to say that there are men, that the way that they engage is at a farther distance than other guys. And so you have to learn how to speak to those men and without shaming them, without criticizing them, but you have to just learn how to engage with the guys that are lurking. Because what I've learned is that sometimes those guys are the. They are the really big advocates of you and your product and your business. It's mind blowing. They, like, some of them are really fricking loyal and absolutely amazing. So Lurkers, I salute you. Lastly, is that men we just like you probably you're gonna like hopefully nod your head to this one, but we wanna know that it's valuable and that it's gonna help us get results and that it's gonna give us the outcome that we want. So for many guys it's like, is this gonna give me outcome that I want? Is this going to give me the result that I want is this going to be valuable to me. So part of your work in inviting men into your product, service or business is ensuring that you know the value that they're looking for. You have a sense of the outcome that they are wanting or the result that they're wanting to achieve because that is going to be part of how you speak to them. Women are less so with this. I mean they might be a little results oriented when it comes to things like skincare and clothes and.

Beauty stuff, but I think for a large part it's a different mentality and how you speak to them is different. With men you can kind of be blunt force with the results. But the last thing that I'll say is that sometimes men can be so fixated on the results and on the outcome that it will prevent them from actually engaging with your product or service because they are ruminating and over overthinking whether or not they're going to get what they need out of it. And so you have to walk this tightrope of being able to tell a man like here's what you can expect, here's what you're going to get without saying like I promise you these five things, you know, within the next 24 hours unless you are absolutely sure that you can deliver on that with your product or service. So there. That said, now I'm going to give you a few things that I found over the last decade of working with only that I have found to work really, really well in bringing men into your business, to marketing to them, to creating offerings for them. Regardless of what your product or service is. I have helped a number of male oriented companies build out some marketing and research for how they speak to their audience. Clothing brands and other products that men use all the time. And so this is going to just break down exactly what you can do. So whether you are a coach, counselor, therapist, whether you're in that space, personal development or self help, whether you want to get into that or whether you have a product that, that men could benefit from regardless of what it is, right. Even if you're a plumber, this is going to help you. So number one is get clear on the problem that you are solving. For me, I help men become the man that they want, want to be, that they know they're capable of becoming by guiding them to go through the obstacles and the challenges that they have been facing that are holding them back. So you have to get very clear on what problem are you solving. Right? If you're selling knives to a guy, what's the problem that he has, right? Can he never find it? Do his knives dull too quickly? You know, if he's using condoms, like, do. I don't know why I keep going back to cons. Like, do they break? Do they, are they uncomfortable? They not fit? Well, you know, like, you have to really understand what problem are you solving for that man? Because we are problems oriented. When a man is looking for something, whether it's through social media, whether it's online, he has a very, usually he has a very clear sense of there is a problem. Now sometimes there are men who are searching, they know that there's a problem, but they don't know exactly what it is. And that means that there's a little bit of an extra step that if that's part of your audience, you have to be able to support or educate them on like, hey, you have this problem, but you're not really too sure what it is. Here are some guesses as to what it is, or here's how my product and my service is going to support you. So that's, number one, get very clear on the problem that you're solving. Number two is this is a big one. I see so many companies doing this wrong and I even did it wrong when I first started my company, which is speak to men directly and not about men. So you'll notice that a lot of companies get stuck talking about men in general. And a great example of this was like years ago, Gillette came out with this terrible commercial that a lot of dudes really hate hated. And there's a lot of backlash on it and they didn't like it because, you know, Gillette had been this brand for a long time that was talking directly to men. Right? Gillette, the best a man can get. This razor is going to solve your problem. It's going to help you be a better man. It's going to, you know, it's, it's the best that you can possibly get as a man. It's quality. It's, you know, it was speaking directly to men. And then all of a sudden out came this commercial where it was like talking about men in general and how men should act or behave and what's acceptable or not acceptable for men to do. And a lot of dudes were like this, what are you doing? Like, why are you putting this commercial out? You're not speaking to me, you're talking about me as if I'm not in the room. And part of the conversation like, this is ridiculous. You're a men's brand. So you have to speak directly to men. Now, every once in a while, there's merit in talking about the challenges that men are facing. That can be very beneficial because we as men have opinions on the challenges that we are facing. We usually have very formative and robust opinions that we, that we really want to express online.

I know, I do sometimes too. But it's okay to talk about some of the challenges that, that men are facing, but don't talk about men in a general way as if they're not part of the conversation. This is where men and women are often different, is that with men, we're very much like individualistic in the sense that I want to know, is this for me? Are you talking to me? Are you writing to me? Is this product that you've created for me? And if it's not, then I just discard it from my awareness. You know, I don't even give it any time or attention. So speak directly to them and not about them. So make sure that the content, the marketing, the way you describe your product, again, doesn't matter what it is, a new brand new shoe or a piece of clothing or whatever. Make sure that in the way you talk about the product, you talk to men and not about them in a vague and general way. Couple things quickly that I'm gonna just hammer through that I think are also super helpful. Number three is use multiple platforms, but have one in the lead. Now, I've found it really helpful. Throughout my career, I've used one main platform as the kind of tip of the spear to create content, distribute that content, market my offerings, and basically like reach my audience. Right? I mean, I've. I've built a top 100 ranked podcast on iTunes and Spotify. You know, the YouTube channel has grown to over 80,000 subscribers. You know, the podcast reaches hundreds of thousands, a couple hundreds of thousands of people every single month. Big newsletter following hundreds and hundreds of thousands of people on Instagram. But how that started was I focused only on Instagram. I created Instagram content every single day back in the day when the algorithm was actually useful and not a useless piece of garbage. So that's a different story. But yeah, so I used that one platform to really be the tip of the spear where all of my content, all most of my effort and energy was going. And then some of that content got distributed out through different platforms. But that became the main vehicle of communicating with my audience, of telling them about, you know, the offerings, the weekends, the podcast, the whatever else it was that I was doing. Behind the scenes, whatever else, I wanted to develop and grow and start to start to uplift. There was that one platform now, now it switched. And I am spending a lot more time focused in on YouTube because YouTube has a predominantly male audience. And so, you know, you go to where the men are. And so if you can create content and conversations and marketing and whatnot that's directed on YouTube, you're probably going to go where men are. So multiple platforms, right? Have a newsletter, have some of these other things that are going to support you, maybe have multiple channels, social media channels where your content is being distributed. But if you're just in the beginning, focus super heavily on one platform, build that up, get really robust in understanding it, and go all in on it. So that's number three. Number four, pay for training. One of the best investments that I have made within my business and in my life is to pay for exceptional mentors, apprenticeships and teachers that could give me the skills that I needed in order to succeed. And for a lot of guys, what they'll do is they'll pay money to hire out people and to hire people that are experts in their field. But if you are wanting to work with men or market to men, then one of the best investments that you can make is to invest and to spend money on training yourself to develop that competency. Because remember, what we as men are really looking for are other men that have a competency and a capability in an area where we need to do some work. And if you are selling a product or a service, then men need to know that you are capable, that your product or your service is up to task. You know, that's one of the best in the business that you've put the time, effort and energy and likely the money into developing your skill set to such a degree where the product that you're offering them or the service that you're offering them is going to be unequivocally valuable to them. And that's what for. At least for me, that's what I look for for when I'm buying a product or service. It's like, is this person somebody that is elite that I want to learn from? And I've learned and spent tens and tens of thousands of dollars working with people who are the very, very best. Whether it is a man that has 40 years of experience in therapy, whether it's an individual that has a ton of experience in marketing or sales, I want to go learn from the very, very best. For example, and this is why I just launched this Training called How to Work with Men. And it's a three month program and it's really targeted and aimed at practitioners, counselors, therapists, coaches, guys that run men's businesses. And it's designed to be this three month deep dive that's going to teach them the skills of how to work with men and get results very quickly. But also it's going to teach them how to build their business, how to market, how to create content. And so that's an offering, that's an example of a training that you could go and do to level up your skills. So if you're interested in something like that, go to mantalks.com under training, you'll see how to work with men. You can check that out. But find training that's really good. It doesn't matter who it's with, whether it's with me or with other people, maybe my work doesn't resonate with you. Find people that have a skill set and have achieved some type of stuff, success that you really admire and respect and that you're willing to learn from. Because here's the thing that I think most of us know as men, we are not likely to go and learn things from people that we don't respect and admire. And so you kind of have to do some of the legwork to hunt down people that you respect and likely to pay a decent amount of money to go and work with those people to learn from them. But in my opinion, and in my experience, that is one of the single best things that I have ever done because it develops your competency and your capability. And the more that you feel competent and capable, the more you're going to put that out into the world through your content, through your offerings, in the way that you market and talk about your product or your service. And that's going to really like seep through in everything that you do. And that will land with men. Because again, we like to purchase, to be involved, to buy things, to be a part of communities where a level of mastery and capability and competency is present, regardless of whether it's again, knife working or cars or woodworking or ax throwing or personal development or like whatever it is, we want those elements to be present. Next, and this is a little bit of an interesting one, leverage other people's mastery or credibility at some point to fast track your own. Now here's what I'm going to say. There was a time in my career and this one might sound a little interesting, so I'm going to clarify this. Okay, There is a time in your career, there's a time in your product or your service or your offerings to scale quickly. And it can be very, very laborsome and very, very time consuming to really build up a lot of credibility over time, to build up a lot of mastery, to get people's attention. It can be really freaking challenging. So one of the ways that you can do that is to pay for partnership with other people who have an immense amount of credibility that in by simply by partnering with them, it will level up your level of credibility. Level up your level. Yeah, level up your level of credibility. So for example, there's a time where I wanted to be and do more public speaking. I was doing events all over North America. I was getting some credibility as being a really good public speaker. I had done a TED Talk, I had spoken on some pretty big stages and was getting hired to speak in companies and I wanted to level that up. And so I thought about, how am I going to do this? Like, how am I going to make more of a name for myself? How do I become more credible in this area? And at that time, Gary Vaynerchuk, maybe you know who he is, maybe you don't. Either way, Gary Vaynerchuk was really hot, he was really popping. And so I had this idea of like, well, I could put on an event because you're not going to get somebody like Gary Vee to do something with you for free, right? You're not going to get somebody that has an immense amount of credibility and social status to just do something with you for free. And so I had an idea, I thought to myself, what if I put on an event where I hire Gary Vee, which is a big risk at that time I basically was taking all the money from my business and more and then some and putting it towards his speaker fee, which was $80,000American. And I was in Canada at the time, so it was a lot of money for me. But I thought, what if I put on this event, I'll hire Gary Vaynerchuk, I'll put on a list of other speakers, you know, I'll pull some strings with the people that I know that have a good following. I'll get all them to come speak, I'll put on a day long event with the VIP and I will open for Gary Vee. So I'll be the person that speaks before him. And that event really helped to level up my level of credibility in people's eyes. When it came to personal development, when it came to being a public speaker and I actually ended up getting hired to go and speak at a few other events that Gary Vaynerchuk was basically like leading later on in the next few years. And so I ended up speaking on stage with him a few times. And it led to a whole other. A whole other bunch of speaking opportunities. And then Covid happened and obviously there was no more in person speaking opportunities for a period of time. But that's an example. And so start to think about who, who can I partner with? What brands can I partner with in a strategic way that can help to level up my credibility very quickly? Now here's what I want to say. This can work against you if you do it too soon in your progress, if you are not ready for an opportunity like that. Like I would have never done that the first year or two of being in my business. That was like year five, you know, year five or six of being in my business that I executed on that and I had a good foundation. I knew it was a good place. It felt like a stretch. It felt like a big sort of like challenge for me to do. But in doing that it really expanded my capacity, it pushed my edge, it got me uncomfortable. You know, I really had to practice and hone my craft. I had to take a big risk financially. It put me into a place where, you know, if it went south, it really was a really, really big risk. But in the end, I ended up having some massive financial months because of the event. We ended up again, like I said, we ended up getting like 15 to 1600 people at the event. So we almost sold it out. And the event was actually quite profitable because I brought in sponsors and whatnot. But that's an example of how somebody else's credibility can very, very quickly help you to elevate your own. So think about what brands could I partner with, what individuals could I partner with? Even if it's a strategic investment of I'm going to hire this person to co lead or co teach a course with me, right? And maybe that means that you have to spend 40, $50,000 if your business has that or. Right. Maybe it's just a 5 or $10,000 investment. So who can you work with, who can you partner with that has a lot of credibility in your space? Again, whether it's a product or a service, that is going to help you level up the perception of your own credibility. Next, give value at every single step along the way. Give value at every single step along the way. I know this one might seem obvious. I'm going to drill down into this. This is almost like the open source model. If you listen to any good marketer talk about how to sell, what they'll say is give the best away. And for me, what I do in my business is I do free live sessions that go onto the podcast. And it's an opportunity for me to give back to the men who are in my online membership program called the Alliance. And so I'll put it out to them and I'll say, who wants to do some live sessions with me? It's free work. You know, I usually charge quite a bit for an hour, one on one. And so it's an opportunity for them to get to work with me one on one. That that interaction, that session goes live onto the show. And for me, that's the best that I have to offer it really. It's like those moments of me working one on one with somebody, helping them heal their trauma, move through the abuse that they experienced, move through the understand, like why they keep having infidelity and continue to be unfaithful. And helping men have these really profound aha moments where it creates a substantial shift and change in their life in such a way where they can move forward, where they can create real, meaningful and lasting change in their life. That is for me, one of the best things that I do, one of the highest value things that I do. And so I give that away as often as I can for free because I find that that value not only for that individual man, but for all the people that tune into that content. For a lot of individuals, it's very impactful. And then there's a whole bunch of things that I do, like on the podcast and on YouTube. I've started to do these more in depth episodes like A Man's Guide to Anxious Attachment or A Man's Guide to Avoidant Attachment, or you know, even this one where I'm literally breaking down step by step systematically how I have built my business and had the success that I've had. And so I try and give away as much value as possible. And so even if you're not in the personal development space or self help, even if you run a product, what can you do to give value away? Right? So like say you are running a knife company and your audience is predominantly mentioning what do those men want to learn, what value can you offer them that is sort of adjacent to the product that you're selling, but is just free, Right. Do you want to have a meetup in a city? Do you want to have a webinar about how to properly sharpen the knife and you give that away for free. And then at the end, maybe you raffle off one of your knives, right? So there's all of these ways that you can just add value. And I think what a of lot, lot of companies miss out on when they are marketing to men is how much giving that value away for free as often as humanly possible builds a type of loyalty with us because it tells us like, oh, you're investing in me, right? And we as men, we want reciprocal relationships. We want to know that, hey, if I'm going to buy your product, if I'm going to invest in your service, even if I'm going to benefit from it, I want to know that you, you're going to give something back to me, that I'm getting something back from you, even if you are, you know, a tech company or a knife company or a personal development company or whatever it is. So give value, look at your business really, really intently and see what are some of the things that I can give away? What's the highest value thing that I can just give away for free? Now, obviously that doesn't mean taking your product and giving it away for free as often as humanly possible. That might be a strategy if you have budget, but what are ways that are adjacent to your product or service that you can give away that gets people to really connect with you, your mission, your brand, your product, your service, et cetera. Next, develop a very deep level of competency. As I said before, we as men can just like, we can like smell insecurity and incompetence. And of course we have grace and understanding for the guys or the companies that are just starting off and they're new. But for the most part, what we are drawn to, and I don't know about you, but for me, what I'm drawn to is when somebody is incredibly capable and competent. You know, I think about the people that I follow online or the videos that I watch online, they are generally people, whether they are, you know, trading Bitcoin or, you know, stocks or, or they are jiu jitsu or Muay Thai guys that I'm watching online or they're car people or whatever it is. I'm watching people that have a very deep level of competency and expertise. I think that we as men, we're really drawn to how things work. We're drawn to systems and. But we are specifically drawn to individuals and brands and products that implement, embody that competency. And so you need to develop a really deep level of competency within whatever realm you work in, right? Whether you build a product, if you're selling, you know, sneakers to dudes, or you're selling T shirts to guys, or, you know, you are writing books for men and courses and you're coaching guys, you need to develop a very rigorous and deep level of competency, and you need to let that go. Competency come out in the content that you create, in the marketing that you create, in the product description, in the description of your services. It needs to be baked into that so that a guy isn't having a question like, does this. Do you even know what you're talking about? Like, is your product any good? Is your service any good? I don't know what level of experience you have around this. And so you want to make sure that, number one, you develop that competency. And you might not be there yet, but part of what you can do, right? If you're just starting to work with men in a coaching capacity, let's say, or as a therapist or you've just launched a product for men, like a T shirt, bring them along with you on the journey, right? Bring them along with you on the journey. And what that's going to do is, number one, it's going to build relationship with that man. Number two, it's going to help him see your own. Own evolution, which is very inspiring for us. I think a lot of dudes, I think a lot of guys like that. Like, we like watching the story of the guy who's like fighting hard to build the company and, you know, put the product out. And so as Gary Vaynerchuk says, document, don't create, document your journey of developing this competency along the way, right? If you're not at year 10, and don't get me wrong, I'm still developing a lot of competency in certain things. I'm learning a lot about things like YouTube strategy and like, how to do that. I mean, I really have known nothing about that. I'm so. I'm just learning a lot of that stuff. But develop the competency in the main areas of your business and that will go a long way. So. And make sure that you put it out through the marketing, through the content that you create, you want to continue to reinforce, hey, I am an expert in this field. I wouldn't put it like that, but, like, I'm competent in this area. That's more how I would position it. I've never been the guy that's like, I'm the number one expert in this area I'm more of like, let my work speak for itself and you'll be able to tell that there's competency and capability behind what I'm saying. And for me, that is far more valuable because I trust that more. The men that I go and work with, they're not bolstering to me about, you know, how they're number one or how much of an expert that they are, or diminishing other people. They're more living and embodying their capability. And it's something that I can witness, observe, I can experience for myself. And that for me builds trust and security in a way where I want to invest with them, whether I'm buying their product or I'm hiring them to work with me. Just two more next is build really strong relationships. So I don't care what type of product that you have that you're selling to men. It doesn't matter what type of service that you have. Whether you have like a car washing business or, you know, you're again, you're like creating like an axe, axe throwing business or you have like a hunting service or whatever it is. Build strong relationships. Why? Because men are loyal. Men are loyal and men want to be loyal. This is something that I have learned over the years. It's like I listen to you as the person that's tuning into this podcast. I listen to the guys that are making the comments on the YouTube videos and giving me feedback. I listen to those types of things and that develops a sense of camaraderie and loyalty. And what I've noticed is that a lot of men have followed me for a very long time because they want to see me win. You know, they want to be a part of the communities that I build and they want to be a part of the journey that I'm on. And they're interested in doing that because there's this sense of like, let's all get in the boat together. And so men have a different type of loyalty than women. And the interesting thing is that it doesn't depending on the man, sometimes it doesn't take much to break that loyalty, right? Like if you do something to disrupt that man, that can cut out the loyalty. But if you continue to offer value and you continue to be relational with the men that are following you, that are following along on your journey and investing in your product, your service, that will go a long way because men are loyal and a lot of men are very lonely and they're looking for connection. So I fundamentally believe that the future of a lot of areas of personal development, therapy, even products that are being built, you know, clothing and the other products that are out there more and more and more. I think community is going to be a big, big part of it. This is why you see, like, massive Reddit sub forums with, you know, it's just like, all dudes that are in this sub forum. I mean, we are very good at building community. Sometimes it's just of the digital nature. But the more that you can build a really strong relationship with, with the men that are buying your products, that are engaging in your brand, that are engaging in your services, even if it's the lurkers, right? Even if it's the guys that, like, they never buy your product, they never buy your service, they haven't invested a dime with, you talk to them once in a while and say, hey, you know what? I don't care that you've never bought anything. Just, thank you so much for being here. That is, you know, I don't care that you've never made a comment on any of my videos, but you watch all of them just like, thank you for being here. That goes such a long way. Because I think we all know as men, it's not very often that every man really gets genuine praise, genuine validation, and is treated in that reciprocal way in a relationship. And so continue to build that and do what you can to foster real, meaningful relationships between you and the people that are on your newsletter, follow you on social media, are buying your products, then the more that you can do that and the more that you can speak to men directly. Again, don't speak about men. Speak to men. The more that you can do that, the more loyal you will find guys are. And the more I'm always blown away, like, guys DM me all the time. And they're like, hey, man, I've been listening to your podcast for six months. It's absolutely changed my life. I feel like I know you can I ask a quick question? And I will. I will do everything in my power to try and answer that man's question or give him the time of day in my DMs, because for me, everything that I do is relational. And especially because my work is helping you as a man heal that part of you that was wounded in relationship, right? Whether it was dad or a best friend or a girlfriend or a wife or a mom or whatever it was. That's a big part of my work. Because I believe that we're. We're hurt in relationships, and we heal in relationships. But that applies to whatever you're doing. You can build relationships regardless of the product that you are selling. Now, obviously there's some caveats with this, right? If you're just selling as cheap as you can stuff on Amazon that's like drop shipping, like little coffee mugs and stuff like that that have rainbow cats on it or whatever, like Porsche, Porsche cars on it, that might be a little bit harder, but you could still build community, you can still build relationship with the people so long as you are invested in giving a shit about who they actually are and why they're interested in your product or service, which is an extension of you, right? So that's the relationship. Your product, your service is really an extension of you. Your quirks, your weird, your strengths, your ambition, like all of those pieces. And so the more that you can speak to those things and you can speak to those traits and characteristics in the other person that is engaging with your product or service, the more you'll be building a relationship with them. And then to go the extra step further, ask guys, like, what do you want to see more of? What would you like more of from me? You know, in the newsletters, in the emails, in the, the conversations, in the product, like, what could we do better? You know, as we built this knife, what do you love about it and what could we improve? Like, what's one thing that we could do? Survey Ask guys. The beauty about men is like the, like, one of the many things that I love about guys is they'll tell you, you know, like, guys, especially when you make it anonymous, they'll tell you exactly what they think they'll be like, this part of your program was absolutely phenomenal and changed my life. And this one thing I absolutely detested, like, don't ever do that again. And that's wonderful because oftentimes the one guy that's willing to like, really give you the meaningful, harsh feedback that's following your product or your service is probably speaking for ten or a hundred or a thousand other dudes who felt that way. But like, I'm not going to say anything because they don't feel like they have that level of relationship with you. And so by doing that, by saying, hey, I got this piece of feedback and I thought it was really meaningful. And so we've changed the product in this one way by listening to you all, or we have, you know, I've altered the way that I'm marketing or selling this or whatever. Guys really appreciate that. We like being heard. We like having our opinions being expressed. And that's a part of being in relationship with men. Lastly, very briefly, repetition time and consistency. I can't stress this enough. It's not going to happen overnight. It took me 10 years to work to get to where I am today. To have a best selling book, to have programs that, you know, sell out all the time. It took me a long time to get here. And so you really are going to have to just repeat, give it time, give it consistency, continue to invest and follow the steps that I laid out before. And if you do that and you do it for long enough and you have a good amount of ambition and you take people on the journey with you, you'll find that you will build up men that are really interested in your mission, in your product, in your service, in what you are putting out in the world. And those men will become like an army for you. Those men will tell other men, those men will tell other guys about your product. They will send you their show. They will send you the knife that you make or the T shirt that you've designed or whatever it is. They will share it. And especially, and this is the last sort of bonus, especially when you encourage them to do so. So when a man really finds value in a product or a service that he's engaged in, he's probably gonna share it. But if you encourage him and incentivize him and reward him for doing those things, it will go a tremendous, tremendously long way. What I did, I'll just share one last story with you and then we'll wrap up. What I used to do when I was hosting events is I would close out every event with the exact same statement, which was if you got value, if you found something meaningful into today's event, go and man it forward. This is the thing that I've created. Man it forward. Share this event with just one man and invite him to the next one. And I've done that ever since. I've done it on the podcast, I've done it on social media. Man it forward. If you found this, you know to be helpful, even this video, right? If you found this video to be helpful, man it forward. Share it with another man in your life that you know will find value in it or benefit from it. So that's it for today. If you have questions and you're on YouTube, pop them in the, in the comment section below. I'd be happy to dive in with you. If not, then hit me up on Instagram man talks or you can email me through the website. As always, Connor Beaton signing off. See you next time.