Unique Ability, Revenue Generation Systems, & Spiderweb Marketing Strategy

Hey everybody, group coaching time. We didn't have any members of the Catalyst community actually submit a form. So I put out 3 topics. So we have members here from that are paid subscribers to the Substack. We have people here that are members of the Creative on Purpose community on Success Finder. And then we have the people that, that have the power to submit questions from the Catalyst community here. So for those of you that are not the Catalyst community, you're, you're welcome to participate in this session. We're going to talk about 3 things because they all got equal votes. And I haven't rehearsed this. I don't know how I'm going to do it. But I'm going to weave these 3 things together somehow. That's the challenge I put forth to myself. So the 3 topics: getting clear about your unique ability, also known as your purpose calling or the difference only you can make. Topic number 2, overview of the Spider Web Marketing Strategy that I use to save time, effort, and money to close more sales. And then the 3rd topic is building an effective and efficient revenue generating system. And I'm going to put— bump that one up to second because it makes sense to me to do that. And so if you were on Tuesday's coaching call or saw the replay that I posted, we talked about this idea of unique ability. And this comes from Dan Sullivan, Strategic Coach. The idea is— I'm not gonna go into the same amount of detail I did last time, but basically you want to be living in your unique ability. Your unique ability is that, that thing that you do that you love to do. It energizes you. It fulfills you. You feel like you're really stepping into, staying in, and sharing your power when you're operating from your unique ability. And if I were to put this in Scott Perry language, that would— I would call that a into the difference only you can make, that place where you are, um, overall, you're finding a perfect, uh, kind of Venn diagram overlap of your values, um, and, you know, core beliefs, guiding principles, your talents, the things that you just kind of have a natural, um, uh, ability to do that may be reflected in skills that you learned in school and on the job.. But those come easy to you because you have this kind of natural ability. And then where you belong, which is with people who share your values and need your talents to enhance their lives. And at the intersection of that is that place where I call the difference holder you can make, can be found. It can be dialed in, it can be discovered depending on how you go about doing it. Other things that you might call this is calling or purpose, passion, that kind of thing. Unique ability. Bottom line is unique ability is your happy place when you're doing work that fills you with a sense of fulfillment, provides your life with meaning, and, and it feels like you're making a difference, having an impact. Often, and a lot of you here are solopreneurs and freelancers or creatives. And people like us do things like this. We try to do everything. And so we spend a lot of time in the zones of excellence and competence, which are the outer layers of unique ability. So excellence are things you really can do well, but you frickin' hate it and it depletes you and it makes you feel exhausted and it just depletes you. Competence are the things that you're just okay at. You probably should outsource these or automate these or try to do without these, but you do it because you think you're supposed to, because your competition is doing it. The people that, you know, that you look up to are the gurus, or, you know, the other people in your industry are doing it. So you feel like you got to do it too. And so you do it, but You know, again, excellence and competence are places of a lot of stress, and they are places where you will find yourself getting exhausted because you're not in your zone of genius and that unique ability. The outermost layer is incompetence. And I think incompetence is a place that's just as fun as unique ability because incompetence, you have no expectation that you're going to be any good at it. It's just like, oh, that looks fun. I'd like to play with that. And so you experiment and you try, and you, since you have no expectations that you're gonna be good, you just, you know, do it poorly. Um, and one of the things that you want to do is if you, if you see a skill or, uh, tool or tactic that you feel like is gonna enhance your unique ability, you should get really, you should get better at doing things badly, like play with tools and tactics and things that you think will enhance your unique ability without the expectation that you're going to become great at them or that you're going to, you know, learn them right away. Um, because it will be easier, it will be fun, and it will be not stressful because you don't expect that you're going to be any good. So that's kind of an overview of unique ability and all the other layers. And Seth, you were asking about this. The reason why I think this is so important is it's— this is actually something I arrived at when I was coaching in, uh, the Marketing Seminar, my very first Akimbo coaching gig, is, you know, the Marketing Seminar provided this great frame for rethinking what marketing is because people like us often say, I hate marketing. Because we think that marketing is trying to sell our stuff, pitch our crap, and it feels, you know, and when you look at the way that's done online, it looks pretty scammy and slimy and clickbaity and all that kind of thing. But, and this is my language, not Seth's. I'm sure he said it much more eloquently than this, but The way that I finally decided to look at, say, marketing is marketing is telling true stories to people that need to hear them so that their lives can be transformed by the difference only you can help them make. People want something. They want to get from where they are to where they want to be. You have this unique set of talents and perspective and life experiences and, and and, um, uh, soft skills in terms of communicating, connecting, collaborating, creating. And you're the best choice for some people, not many, but you don't need many. Not for everybody, because if it's for everybody, then it's for nobody. So in the marketing seminar, at some point, people would always come to this crisis moment where I, I just I don't know how to position myself so that I'm in that category of one. And I would always say, your unique selling proposition, your unique value proposition, whatever you want to, you know, whatever frame you're using is you. You have to figure out how you, the magic that you bring, the perspective that you bring, the framing that you bring, the process that, you know, the approach that is, you know, maybe it's— I don't think that there's any approach that's completely created whole cloth and brand new. It's usually, you know, built on the shoulders of other people's work, or it's a reinterpretation or a re— you know, a retrofitting or a conglomeration of other things. But you do have this way that you do what you do in a way that's that reflects your uniqueness. So as you're thinking about unique ability, the difference only you can make, that's the magic. You have to figure out why they should buy it from you. And the reason they should buy it from you is because you have, you know, whether it's shared values, whether it's a specific perspective or talent that you can bring, or whether you just happen to be in proximity or have access to people that believe what you believe, share your values, need your talents, and, you know, you're the best choice to help them close the gap with less time, in less time, with less effort, and with the least amount of risk. That's unique ability. Really important to find that. People get really stuck at this point because they're like, I don't know what I'm good at. I don't know what my unique ability is. It's not a fixed thing. It's just like purpose. Your purpose is not like you weren't born to do any one thing. But at any given moment in time, your unique ability, when you— when it collides with a time and place, you have something that you can bring. So, you know, would Steve Jobs have invented Apple and the iPad or the iPhone or the iPod? If he had been born 10 years earlier or 10 years later, probably not. Would he probably have done something really cool that married aesthetics and design and, you know, innovation? I think he probably would have. Um, so it's not gonna— it's all you're looking for when you're looking for unique ability is, is it good enough to start? Is it good enough to start doing badly so I can learn to do it better. And that is only going to happen. Well, this kind of brings up the spider web. But before I go to the spider web, we're going to go to your revenue generating system. I use the word system on purpose because I think anything that you're you get done gets done easier, more efficiently, more effortlessly, with more ease if you think in terms of systems. Systems reliability theory is what I'm talking about here. System reliability theory begins with the fact that systems are only as reliable as the reliability of their components. And no component is 100% effective or 100% reliable. If your light switch works 90% of the time and the wiring in your house is sufficient 90% of the time and the light bulb has been changed and is ready 90% of the time, you have a 72% chance of that light switch turning on. Now, obviously, light switches are probably more reliable than that. But just say for the sake of argument, it's 99% reliable that the light switch will work and the wiring will work. But if you forget to pay the bill, or you forget to change the light bulb, the reliability of that system goes way, way down. Just a quick side note on system reliability. When I go, when I, when I am, you know, trying to get back to my, my ideal weight, which I haven't done since I was 18, I will put myself together a diet or, and an exercise plan. And I will have a, you know, several weeks where I'm doing, sticking to my plan 5 days out of 7. And I say, I'm doing really good. 5 days out of 7 is pretty good. If my computer only turned on 5 out of 7 times, I would be so pissed. And so, you know, when you're thinking about system reliability, you have to recognize that the least reliable component of any system is— anybody? Yeah, the human at the controls. So your revenue generating system. When I onboard new clients, the first thing I do now is I have them list out all of their marketing activities and all of their sales activities. So marketing activities would be things like all the social media channels that you're on, YouTube if you're on it, a podcast if you're on it. Blog if you're on it, lead magnet opt-in, freemium if you use it, and any, any tools, apps, software that, you know, that you pay for that go into, into building these things. And when I look— and so this is because it's all part of your revenue generating system. Your revenue generating system is how you move someone from I don't know you exist to I have my credit card and I'm ready to give you money. And between I don't know who you are and I'm ready to buy is awareness, attention, permission, trust, all part of the marketing cycle. I don't know who you are, I need to earn your awareness. I earned your awareness, I need to keep some of your attention. I have some of your attention. I need you to trust me enough to give me permission to have a direct conversation with you, whether that's through an email list or a direct message conversation or what have you. That's all marketing. Can't measure that. I have no idea how my— who's reading my posts on social media. I have no idea who's reading my emails and who's not. But once you you know, that's, that's one thing. Sales is measurable. How many, how many people were enrolled enough in the journey to reach out to me to have a, and were interested enough to have a conversation and then actually invested after we communicated by direct message or discovery call or whatever? I can like, I can count how many calls, discovery calls I have and how many of those people book. So marketing and sales are two different things. Marketing, you really can't measure very well. Sales, you can. Your revenue generating system has to, you know, you can think— I don't think of that as a funnel so much as a causal chain. People can enter that causal chain at different points, but If you think of it as a funnel, it's super leaky. And that's— and, and the, the, the bottom line is funnels just don't work anymore because no people are very squirrely about giving up their address anymore. So if you're dreaming that you can jam 10,000 people into a funnel at the top and that 10 of them will drip out and, and pay you $10,000 at the bottom, unless you started that 10 or 15 years ago, you're probably not going to achieve that unless you're willing to spend a lot of money on ads. But what you can do is you can compress time between I don't know who you are and I'm ready to buy from you by being really strategic about what are the elements of your system.. And so Penny and Nadine and, and Sandra have all been through my coaching business prescription. What do you need? I need an offer that's irresistible, an audience that's eager and engaged, and I need a simple sales strategy that I spend 30 to 60 minutes a day on that puts that offer in front of that audience. And if I can do that in a way that blends the best elements of brand marketing and direct sales through my posting, through my emails, through my blog post, through my podcast episodes, I can quickly move someone to the sales point regardless of where they're entering that causal chain. And so when I say irresistible offer, eager audience, and 30-minute-a-day sales success strategy, I'm talking about good enough. Again, you're just looking to get that system dialed in enough so that you're getting some sales. And usually when, you know, I would say most of the people that come and work with me, they've got something, it's working, it's just not working good enough. Like, I can't survive on $1,000 a month or $3,000 a month. And so Again, if, if we— so how do we improve our sale, our revenue generating system? Well, we take the 3 core elements of our system and we only look at those 3 things. And when we look at all the money that we're spending on ClickFunnels, Facebook content strategies, Uh, you know, whatever, whatever. Everybody here has bought something from somebody that— and it came with the big promise and it didn't work. Shocker. Something that worked for some guru a year ago doesn't work now for you because it's not a year ago and you are not them. So the— we can improve the efficiency of our system first. And Nadine will remember going through this process by getting rid of all the shit that's wasting our time and effort and energy, and it's not even return— giving us a return on investment. You don't have to be everywhere all at once all the time. You have to find the, the, the strategy, and that's where the spider web is going to come in, that works for you. So let Alison in here. So the thing about system— the other thing about system reliability is let's say for the sake of argument that you have, you have an offer that is resonating pretty well with your audience and your audience is pretty well dialed in almost, almost all the time. It's the sales strategy that really needs the most work. We need to take out all the inefficiencies. And, and that's money, that's revenue that goes right to your bottom line right away. If you're not spending money on things that don't work, you actually are making more money than you're saving because it would take, if you look at your, um, your, the, the amount of sales it would take to, to earn that same amount of income, and there's the Recapture and Reallocate is available on the Substack. You would actually spend a lot of time, energy, and effort and stress and risk trying to make enough sales to generate that same amount of money. Here's what happens when we have our system kind of dialed in a little bit. We say, okay, I'm going to do the things that I'm really good at that are like 80, 90% efficient, and I'm going to push the ceiling on that. Pushing the ceiling takes way more time, energy, and effort than raising the floor. If you are trying to go from 90 to 91%, the return on investment for that time, energy, effort, and money, if you're spending it, is going to be much less than if you just simply raise the floor of the least efficient, reliable element of your, of your system. If you raise that up 1%, you'll get an exponential return. On, and it will be easier and it will take less time and it will take less effort and you won't have to spend as much attention. So that's the revenue generating system. So, and again, you're, as you're doing all of these things, it's iterative, like you're, as you continue to find out like where, where your sales marketing strategy you're getting the most traction, you'll get clearer about your unique ability because you'll, you'll be putting your work out in the world and you'll be seeing what resonates, what doesn't resonate, what people respond and react to and what they don't. And you'll be able to refine and iterate and improve the way you do what you do. And that will help you refine your unique ability. Last piece, and I know I'm going super fast, and this is like really big picture. I'll— you guys can have— you people can ask questions afterwards, and, and we'll make this, you know, make sure that it's applicable to you all. The spiderweb strategy. So this is something that I learned from Nick Peterson. I don't know if it's his or not. It's just something that I heard him talk about. And I've been watching him do it, but also have definitely put my own spin on it. Most of the time, if we're going with the funnel approach, what we're trying to do is we want— we post on all the channels of social media, YouTube, podcast, blog, and we're trying to drive traffic to our website. And we are hoping that they're going to give us their email for whatever freebie we have on offer. And then we're going, you know, maybe you're even sophisticated enough to have a 7-email sequence because that's the magic number evidently. And with all the tripwires and all the other things, and somehow you're going to engineer people to go through this email sequence and then buy the thing at the end. And if they don't, then you have the retargeting sequence. It's like, It's amazing how, how much time and effort can go into this and how ineffective it is. With a spider web, take a look at what you do and where you do it and what, and what works the best. So for instance, when Nadine and I were working together one-on-one, what we determined was, see, like, her unique abilities shine most in her, in her, um, podcast. And so the podcast is the center of the spider web. How can we get people to wherever they collide with her? How can we get them to end up subscribing to her podcast, listening to her podcast? Because that's where she can really leverage her unique ability and use the podcast as amplifier for spreading the word. For Nick, Nick, Nick put out this book Bumpers. And let me tell you, that's— so I highly recommend Bumpers. It's like $4 for a paperback. I think you can get the ebook for free. It's great. It's a little manual for getting what you want in life by, you know, becoming a better human, which is exactly the book that I'm writing from a different perspective. So Nick put this book out initially as like a stapled 10-page document and people were loving it. So he expanded it into a book that was loaded with grammatical errors, punctuation errors, sentences that made no sense, but the ideas were so resonant that this book just kept getting cycled around and he was getting all this feedback from it. And then like some famous people started reading this, you know, I think it was the, the third edition, which is one that I read that I was like, I almost couldn't get through it except that the ideas were so powerful I couldn't stop reading it. And it was, I think it was only like 60 pages at that point. Might've been might have been less. Becky Robbins, Tony Robbins' first wife, wrote him about how powerful this book, you know, what a force multiplier this was for her life. And she was building a project and hired Nick, you know, and, you know, Nick, I think Nick's office hours are like $10,000 an hour or something like that. So, So he's like, huh, bumpers, bumpers just keeps coming up over and over and over and over again. So he said, okay, I'll make that the center of my spider web. He rewrote the book, used all the, the, the, the fancy AI apps to, you know, improve the quality of the book, book, and, you know, has a lot of really amazing people around him that gave him feedback and helped him as well. And wherever you meet him online, what he wants is for you to end up buying bumpers. Because if you buy bumpers, you have kind of become a, you know, a true believer and a follower of Nick. And he knows that sooner or later you're going to, you know, the right people are going to reach out to find him. So For my— just to give you an ex— and so with the spiderweb strategy, you need to select where, where's the center of the spiderweb? Where do you want— what's the piece of content or the platform or the outpost that you want people to connect with you because it gives you the most direct access to them, where you are communicating with them the most directly without having a phone call or a or, well, it's possible to have direct communication through email or direct message. So, but here's the thing that people sometimes get confused about. You want people to end up at that place that you want them to end up at, but you don't want to just use all the other places as ways to trick people or force people to to that destination. All of the places that you are sharing that are, you know, social media platforms or, um, or YouTube or Amazon if you, if you write books, they're designed to keep— they want people to stay on those platforms. And if you just are constantly trying to get people to click a link to go to the thing that you want them to, to get, your stuff, you're, you're not going to get any reach, you're not going to get any traction with these platforms. What you want to do is try to get people to binge your content wherever they are. So if they meet you through a Facebook post, you want to direct them to other Facebook posts, you want to have optimized your profile. So that people can, you know, get an idea of who you are there. They don't have to click to your site to look at your bio, what have you. If people binge you, binge your content where they find it, the right people will eventually look for where they're going to connect with you. So if you look at all of the places that I exist online in terms of outposts, you'll see that everything is optimized to keep people on the platform. I, I want to You know, I want people that like me on Facebook to continue to like me on Facebook and consume on Facebook. But if they click my bio and they want to know how to get in touch with me or how they can, you know, learn more, my Substack is what— where I want them to go. So I don't— I no longer do any lead magnets or opt-in or, you know, because My Substack is growing my email list for me. I've, I've added, I added 70 subscribers in 3 months. It would sometimes take me a year to get 70 subscribers when I was doing it from my Kajabi site. And so, and then once they're on my Substack, I'm actually having a direct conversation with them. And the other thing I love about Substack is, and some of you here are paid subscribers, is I can actually make money doing the things I was doing for free for the last 8 years. I've been sending 3 emails a week forever. I've been doing a podcast forever. And now that those things are both on Substack, enough people are, you know, have paid for a subscription that I can actually take my wife out to dinner and it doesn't have to be McDonald's every month. So that's the, that's kind of the— I did it 30 minutes. So again, unique ability, revenue generating system, spiderweb strategy. If you can get those 3 things dialed in well enough, you will honestly make your success inevitable. And you can compress time by applying the ideas of system reliability, raise the floor on the least efficient system, uh, components of your system, and don't do anything that's not essential. And you, that's how you will compress time as you're trying to achieve whatever goal you're trying to achieve. That was a ton. So the fire hose to the face must have knocked Ed right off his chair because he's disappeared, but the rest of you are still here. So hit me with any reflections or questions or challenges to my assertions.

Can you talk again about, what did you say, raising the ceiling versus raising the floor?

Yeah, you get that. I, I'm not smart enough to do the math in my head or on the fly, but basically, like, if you— one way to think about it is if you think about, um, driverless cars, they're like 90% of the way there, and they got there really, really fast. And, and people think that, like, absolutely, you know, driverless, driverless cars are going to be a thing really soon and they're not because that last 10% is where all the hardest parts are. And so if you're, you know, if you think about that in terms of your marketing sales strategy, you know, you can, you can get an element like you can get, you can get your Facebook ads 90% dialed in. And if you just keep pushing to get 90 to 95% to 100%, the amount of time, energy, and effort required, you're doing the hardest part. And so it's, it's going to not be a very good return on investment. On the other hand, if just say for the sake of argument, you're working on your organic Facebook content strategy, and you're counting up, you're looking at the average number of reactions, impressions, and comments. If that, and if that's an, you know, if you, if that's one of the more inefficient parts of your strategy, getting better at generating content that increases impressions, increases reactions, and increases comments will give you an exponential return on investment and it will cost you less time, energy, and effort. Does that make sense, Jackie?

Okay.

So it's about— and I really hammer away at this because we're wired by biology and evolution to push the ceiling and to chase more. Right? Oh, I've got these 3 things, but wait, the guru over here has a brand new guaranteed blueprint that will get me 10 calls, 10 discovery calls a week. I'll add that to my system. Well, you just by definition drove down the efficiency of your system because unless that's, that guaranteed program is truly guaranteed at 100%, whatever level of efficiency it has, If it's less than 100%, it's driving down your, your, your system reliability average because it's your system— system reliability is the product of all the components of your system, the product of the efficiency, the reliability. So, you know, 90% times 90% is 81%. And even if it's— you add something that's 99% effective, you just, uh, continue to drive down your efficiency and created more friction. Go ahead, Sandra. Are you there, Sandra? You look frozen.

Yeah, I think she's frozen.

Yeah, Sandra raised her hand, but She is, uh, oh, there she is.

You're back, but you're muted. Hi.

And you're frozen again. Oh, now you're back.

Um, well, now I'm back. I'm gonna switch networks, so if you want to go to someone else, and then when I come back, yeah, we'll make you next after whoever wants to go next.

Thank you.

Anybody?

I have another— anybody? I have a follow-up question. Why? Okay, so if you're bringing in another component, why not switch out components rather than— so if you have 3 and it's working okay, but then you find something else that seems like it works better, why not switch that out, you know, replace one of those 3 and see if that works?

Yeah, absolutely. But here's the, so the thing is to do that strategically and intentionally and micro-step your, so oftentimes what I see, and I see this in myself all the time, is, you know, I get enamored about like AI. AI is fascinating to me. I'm not afraid of AI. ChatGPT is just a dumb algorithm. It's only as good as the prompt the human puts into it. And, but if you get good at engineering prompts, ChatGPT can be an ampli— it's like basically ChatGPT is an employee that you don't have to pay. So I invested a ton of time playing around with ChatGPT. And, you know, that was to the point where it became a real distraction because it was like, oh, I'll take, I'll redesign my site because ChatGPT can help me do it better. And so, you know, by adding that component, yes, I might have improved the aesthetic or the articulation of my copy and the aesthetics of my sites and posts and images and so forth. But it didn't give me, it didn't net any additional increase in revenue. So better to micro-step, like if you collide with something that you think is going to help you, by all means, experiment and play with a little bit. And if you, if you get, if the logic, reasoning, and evidence makes it clear that it should come into your system and that something else can go, by all means. But most of the, most of us, most of the time, um, are not microstepping and being that intentional and strategic about it because that's, it's just not the way we're programmed. We're programmed for more. We, we love more. You know, look at, look at your closet, look at your bookshelf. You know, there's— if you want to make a killing, open yourself up some mini storage because people just love to buy more stuff and they don't have enough room in their houses to buy it. So, but more does not equal closer. Less is actually more. Again, it's about efficiency. You just need to get a few things right. The other thing that your question raises is like what you, Sandra and Nadine and Penny will remember the barbell, Seneca's barbell. Like you have this thing that has potential and you want to play with it.

Cool.

Play with it and turn it into a proven asset at the other end of the barbell. You want to move it all the way across. You want to take something that has potential and move it to a proven asset that amplifies and enhances your ability to get closer to what you want. But here's what actually happens. We have this thing that we want to play with and experiment with, and we start playing with it and experimenting with it. And then wait, oh, here's another thing I can play with. And here's another thing I can play with. Now you've got a full-time job in the middle of your barbell. And you're juggling all these balls and keep trying to spin all these plates and keep them going and nothing's a proven asset. And now you're not, now, now you're not in your unique ability. You're, you've created a full-time job making sure that you're polishing your Instagram, generating content for YouTube, generating posts for Facebook and, you know, and images for Instagram and blah, blah, blah, blah, blah. So you want to, you want to again strategically play with things that you think will enhance your unique ability and help you get closer to what you want, help your revenue generating system, help you get closer to what you want. And that probably means doing less of the things that you'd like to, you know, do and play with. But the last thing is when you're, when you're looking at things to add to your system, does it, is it aligned with, and it will, will it amplify your unique ability? Because oftentimes what happens is, especially if you're listening to an influencer or a guru or an expert or a smart person, they're telling you about what works in a very convincing and, you know, creating all the scarcity and urgency that makes you want to do it. But that doesn't mean it doesn't mean that it's for you or that it will work for you, or it's that's actually something you should do. Like, look, you want to, you want to do things that, that engage and amplify your unique ability. So like, if you're a writer, and someone tells you that you need to become a speaker and, you know, that's— is that something that you might want to play with? Of course. Is it something that you should do before you've optimized your system so your system is generating revenue consistently without you having to? Because that's the barbell is— can't remember the exact terminology here, but What you want to do is move things across because then you put them on minimum, minimum effective dose. What's the amount of time, attention, and effort? What's the minimum amount of time, attention, and effort I, and money I need to put into this thing to keep, to, to create the confidence and certainty that it's just gonna keep working? Because once you get that going and dialed in, you can go play with whatever you want. But as you're dialing in your system and as you're trying to get traction and momentum and optimize systems, it's probably going to mean you're going to have to play with fewer options and fewer things. All right, Sandra, you're back and you're moving. Okay.

I had a question that was the first point we went over about getting clear about your unique ability and then communicating that and sharing stories with that. Sharing your magic perspective process approach, right, that you can bring in. And I find I get caught up in the details of the how. Do you advocate for balancing, you know, that thing about don't sell the plane ticket or the journey, sell the destination? But then I just shared an email with a group that I'm with and all the response I got was like, yeah, but how are you doing that? How are you this? How are you that? And I'm like, well, I've been through the stages where I've shared too much of process, and then I've had all these people ask the questions which indicated that they truly didn't read my emails because the questions they asked, I provided the information in the email. So I learned that they only digest and process so much. So, and I learned that from you, like share first. Okay, here's my offer. Are you interested? If you're interested in learning more, here's this. Okay, you're interested in that. Are you invested in the time commitment that my program's going to involve? Because if you can't commit the time, then I don't want to onboard you, right? So I went through the stages like that with you. And then when I went to this group sort of with that approach, they were like— through my email, like, I mean, I shared, okay, I'm wondering what you think about this. Everyone was asking for process. So what, what do you Advice there?

It's a great question, and this goes back to something I, that I didn't touch on in the Spiderweb Strategy. The, the, for me, the best content and the content that gets me the more of the right clients and, um, and is polarizing in the generous sense of the word in a way that gets the wrong prospects to just keep moving along and find what they need is over the shoulder. Like, I would assert that, again, your process, your approach, your formula, your signature process, whatever you call it, signature framework rather, It's not as— it's like we get concerned about intellectual property. Like, my process is mine. It's my intellectual property. I don't want anybody to steal it. I don't want anybody to take it. Well, number one, if you truly created something that people were stealing, hooray, you actually made something worth stealing. Because most people that have intellectual property that they're protecting in, you know, behind firewalls and lockboxes, nobody, nobody would steal that stuff. The other thing is that they'll never steal the thing that actually makes people buy, which is how is it that working with Sandra will be the force multiplier necessary for this process, signature framework, what have you, intellectual property to work for me. So yes, you want to, you, you definitely want to approach everything, every communication with the what's in it for them mentality. Like, here's what you're gonna, like, here's the result that you'll get. Address their pain points and their aspirations, you know, and give them a compelling reason for why, you know, working with you. So the way that I frame the offer is here's the ideal. Client or the ideal audience. And I think that demographics actually work better than psychographics. You should have both, but demographics, I mean, like single or professional moms, professional single mothers, right? Like, okay, that's me. I I work a job, I'm a professional, I'm a single mom. If I, if I see that, I'm going to stop scrolling because someone just said, just called me out. What's their pain point or challenge or what's their aspiration? You know, if, if you want to, if you want to claw back 10 hours from your week so that you can spend more time with your kids, like that's speaking to their problem in an aspirational way. They want to spend— they want more time. They want to save time so they can spend more time with their kids. Give me, give me the next 3 minutes and I'm going to tell you about the number one thing, the easiest way that you can get started with an exercise that will get you 3 hours before the end of this video, whatever. I'm just making stuff up. That's the kind of offer that you want. You know, that— and what's magic about that is you'll get people that aren't single moms, people that aren't even, you know, don't gender identify as, as women, that will raise their hand because people will meet your offer with whatever problem, challenge, or aspiration they have. They don't care about your framing of your offer. They care that they have a problem and you said something that made them think that you might be able to help them. Over the shoulder is you, you want to create content that literally ends up over time giving all of your process and intellectual property away because that's— people don't buy information, they buy transformation. And so if you can Again, you know, post by post, email by email, give them one, one piece of value that if they implement it will actually get them a result that they want. You're demonstrating authority and expertise. You're demonstrating generosity, you know, and that whole idea of reciprocity kind of kicks in. And yeah, people are, people are not buying your process. They may be interested. But mostly, my guess is, Sandra, that most of the people that responded to your email, they're like, how much time is this going to take? How hard is it going to be? You know, how, how much attention do I have to pay? You know, do I— that kind of thing. So it's like, I'm all like, the things that people want are more time and more money. Those are the two most popular. Not in that order. But, you know, there's plenty of other assets that people want. They want status, they want belonging, they want to save energy and effort. You know, there's all sorts of things that you can be addressing. And, and if, if you frame your offer so that it demonstrates that they are going to save time, money, energy, effort, raise their status, or if, if it makes sense, we do, you know, some people actually are wanting to go in the opposite direction, but that's over the shoulder has been probably the biggest force multiplier that I've employed by actually demonstr— like I'm going to post this video. And people are going to see me giving away all of my valuable wisdom away for free. And, but I'm demonstrating that I, that I know what I'm talking about, that I care about what I talk about, and I care about the people that I'm sharing this with. And so what people are actually paying for ultimately, whether it's with money or time, or attention or whatever is they're paying for you making the change that they want to happen in less time with less effort for less money with less risk. That's, that's what they're actually paying for. And so that's, you can demonstrate all of that by doing this kind of over the shoulder or just sharing elements of your process to get people an actionable, actionable piece of value, something that if they employed it, they would actually get a meaningful result right away. Does that make sense?

It does. But then the question that comes to me is that, so is it enough to share the promise of transformation, or does our communications— or should our communications include something that lets them experience a piece of the transformation? Because I find that part really tricky because mine is like, you know, it's a, it's a longer, not long time, but certainly a more involved process. Like, I can't bring someone through, you know, a set of 5-minute videos to tap into stuck energy that's, you know, unresolved emotion from like, who knows, way back. And then bring in the energy movement for that through the body and the breath. So is it enough just to say, here's what transformation can look like, or here's what— give hope? Like, what?

So in my experience, what works best is what we're doing right now. So if you look at my spider web, you can connect with me through social media, YouTube, podcast, whatever, and you might end up in a room like this. Some of you are here as part of the Creative on Purpose community. I give you access to the Monday call, and you can sit in on the coaching calls. You're going to get— it's almost like a trial. Like, you can, you can try me on, you can try me out. And if it makes sense, you'll go ahead and buy because what you want is a deeper level of connection, access, and assistance with implementation. If you're a free subscriber, you're going to get to the Substack, you'll get access to some free trainings like this. And if you're serious about making a change and you think I'm the person that can help you do that, you will get a paid subscription, which gives you another layer of access, access to 2 calls a week. You can sit in on the group coaching calls. And so I think, you know, doing things like this for you, Sandra, would be amazing because you are really good at what you do. You are great on video, and your care and consideration for the change that you want to make and for the kind of people you want to help really shines when you're doing video. You do that video live for a group of people that show up in a Zoom room, and you put them through the pose or whatever. Um, and then, you know, what's What's going to happen with this video? Video is going to be out there for people to, to, you know, get a taste. Clips of it are going to appear as posts on social media. You know, this hour of my time that I'm giving away, and I'm giving, you know, some of my best ideas, is going to give me content for a month. And I'm going to earn more Allegiance Capital with this video and all the ways it's repurposed than I'll earn with any perfectly crafted video that I created, you know, with my teleprompter app and my, you know, sweating over copy for, you know, 4 hours and all that kind of stuff. Last thing. Go ahead.

Yes. And though it feels like for us to end up here on this call with you, Scott Perry, like you've had this huge funneling to this point. How do you know? Everywhere. It's Substack, it's this, it's Facebook.

Right.

Yes. But again, all repurposed. When you see something on Facebook, you're going to see the same thing on Twitter and the same thing on LinkedIn. And it comes from a broadcast I did on YouTube. And it's, it's all like everything I do, Sandra, I'm trying to get— I always say I try to get at least 4 additional, you know, I get 12 easily on everything I do because All right, just quick example. This video can go on YouTube search engine. Gonna— that's— I get great SEO and reach on the YouTube videos because it's a search engine. I can take clips and put them on Facebook, Instagram, Twitter, LinkedIn. I can— I will take elements of this and create, um, uh, use the transcript to create a Substack article. I will extract the audio and put it into the podcast, so it'll go on Google Play and, uh, Spotify and iTunes. And, and on and on and on. I mean, I just listed 10 ways that this hour of my time is gonna be repurposed in less than another hour. And give me an incredible amount of reach and content. And that's, that's the way to like, because again, if you are in this room, you're a freelancer, a creative, a coach, a solopreneur, you're pretty much doing it all yourself. I, you know, what's, where's my unique ability? This is part of it. I love to run my mouth. I love to talk about things that I love to talk about, and I love to talk about them with people that love to talk about the things that I like to talk about. And I like to say things in, you know, with what I call empathetic antagonism. I want people— I want to get under people's skin just enough for them to feel a little uncomfortable or to not be able to unsee the thing that I just helped them see. To, you know, recognize that there's light switches and doorways that they haven't considered that are right there if they have the courage and the intellectual security to consider that, you know, maybe what got them where they are won't get them where they want to go, and they're willing to, um, show up half a shade braver for themselves and take that step. And so this— I'm living, I'm living everything I just talked about here. I'm doing work that I love with people that I care about. I'm totally in my, my unique ability, my zone of genius. I'm sharing content that is meaningful to me and meaningful to people I love to work with. And, you know, in terms of like, there are 4 people on this call that have actually— no, 1, 2, 3, 4. Yes, 4 people on this call. That have worked with me multiple times and still are willing to pay for a subscription or pay for membership to a, you know, a premium community. So it works because it works. Because everything I'm discussing here, this is just timeless stuff, like what has always worked in sales. Well, people have to give you permission to talk to them, they have to trust you. And they— you have to earn their enrollment so that they invest in the thing. And they have to believe that investing is the way that they're going to get what they want. It's the same thing. We're just doing it in a Zoom room right now.