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Why your content isn't working (and it's not what you think) · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:00
  If
• 0:00
  your
• 0:01
  content
• 0:01
  isn't
• 0:02
  working,
• 0:02
  I
• 0:02
  want
• 0:02
  to
• 0:03
  offer
• 0:03
  you
• 0:03
  a
• 0:03
  reframe.
• 0:04
  That
• 0:04
  may
• 0:04
  sting
• 0:05
  a
• 0:05
  little
• 0:05
  at
• 0:05
  first,
• 0:06
  but
• 0:06
  I
• 0:06
  promise
• 0:06
  you
• 0:07
  is
• 0:07
  actually
• 0:07
  good
• 0:08
  news.
• 0:08
  The
• 0:09
  reason
• 0:09
  your
• 0:09
  content
• 0:10
  isn't
• 0:10
  working
• 0:11
  is
• 0:11
  almost
• 0:11
  certainly
• 0:12
  not
• 0:12
  the
• 0:13
  captions
• 0:13
  you're
• 0:13
  putting
• 0:13
  in.
• 0:14
  It's
• 0:14
  not
• 0:14
  the
• 0:15
  amount
• 0:15
  that
• 0:15
  you're
• 0:15
  posting.
• 0:16
  It's
• 0:17
  not
• 0:17
  the
• 0:17
  graphics,
• 0:17
  the
• 0:18
  hashtag,
• 0:18
  or
• 0:19
  the
• 0:19
  algorithm.
• 0:21
  It's
• 0:21
  what's
• 0:22
  happening
• 0:22
  or
• 0:22
  maybe
• 0:23
  what's
• 0:23
  not
• 0:23
  happening
• 0:24
  before
• 0:24
  all
• 0:25
  of
• 0:25
  that.
• 0:25
  And
• 0:26
  I
• 0:26
  think,
• 0:26
  honestly,
• 0:26
  once
• 0:27
  you
• 0:27
  see
• 0:27
  this,
• 0:28
  you're
• 0:28
  not
• 0:28
  going
• 0:29
  to
• 0:29
  be
• 0:29
  able
• 0:29
  to
• 0:29
  unsee
• 0:30
  this.
• 0:30
  Yes.
• 0:31
  I
• 0:31
  am
• 0:31
  so
• 0:31
  excited,
• 0:32
  because
• 0:32
  today
• 0:32
  we
• 0:33
  are
• 0:33
  going
• 0:33
  to
• 0:33
  be
• 0:33
  talking
• 0:34
  about
• 0:35
  probably
• 0:35
  the
• 0:35
  one
• 0:35
  thing
• 0:36
  that
• 0:36
  most
• 0:37
  of
• 0:37
  what
• 0:37
  you
• 0:37
  see
• 0:38
  on
• 0:38
  TikTok
• 0:38
  Instagram,
• 0:39
  all
• 0:39
  those
• 0:39
  social
• 0:40
  media
• 0:40
  gurus,
• 0:41
  completely
• 0:41
  skip.
• 0:42
  And
• 0:42
  that
• 0:42
  is
• 0:42
  something
• 0:43
  that
• 0:43
  Rachel
• 0:43
  and
• 0:43
  I
• 0:43
  are
• 0:44
  so
• 0:44
  passionate
• 0:45
  about,
• 0:45
  which
• 0:45
  is
• 0:45
  the
• 0:46
  foundation.
• 0:47
  We
• 0:47
  did
• 0:47
  name
• 0:47
  our
• 0:48
  podcast
• 0:48
  Rooted
• 0:49
  Business
• 0:49
  after
• 0:49
  all,
• 0:50
  and
• 0:50
  that's
• 0:51
  because
• 0:51
  we
• 0:51
  are
• 0:51
  really
• 0:51
  passionate
• 0:52
  about
• 0:53
  being
• 0:53
  intentional.
• 0:54
  And
• 0:54
  that
• 0:54
  means
• 0:55
  focusing
• 0:55
  on
• 0:56
  the
• 0:56
  strategy
• 0:56
  layer,
• 0:57
  or
• 0:57
  what
• 0:58
  we
• 0:58
  call
• 0:58
  the
• 0:58
  soil
• 0:59
  layer,
• 0:59
  of
• 0:59
  our
• 0:59
  content
• 1:00
  system.
• 1:01
  And
• 1:01
  we're
• 1:02
  going
• 1:02
  to
• 1:02
  make
• 1:02
  a
• 1:02
  case
• 1:02
  for
• 1:03
  this
• 1:03
  process
• 1:04
  with
• 1:04
  real
• 1:05
  examples,
• 1:05
  real
• 1:06
  data
• 1:06
  on
• 1:06
  why
• 1:06
  building
• 1:07
  your
• 1:07
  soil
• 1:07
  or
• 1:08
  strategy
• 1:08
  first
• 1:09
  is
• 1:10
  the
• 1:10
  single
• 1:10
  highest
• 1:10
  leverage
• 1:11
  thing
• 1:11
  that
• 1:11
  you
• 1:11
  can
• 1:11
  do
• 1:12
  for
• 1:12
  your
• 1:12
  business
• 1:13
  as
• 1:13
  a
• 1:13
  whole.
• 1:13
  Not
• 1:13
  just
• 1:14
  your
• 1:14
  content,
• 1:14
  but
• 1:15
  your
• 1:15
  business,
• 1:15
  your
• 1:16
  revenue,
• 1:16
  your
• 1:17
  peace
• 1:17
  of
• 1:17
  mind,
• 1:18
  the
• 1:18
  whole
• 1:18
  shebang.
• 1:19
  This
• 1:19
  episode
• 1:20
  is
• 1:20
  for
• 1:20
  you.
• 1:20
  If
• 1:20
  you
• 1:21
  have
• 1:21
  been
• 1:21
  showing
• 1:21
  up
• 1:22
  consistently
• 1:23
  posting,
• 1:23
  whether
• 1:24
  it's
• 1:24
  emailing
• 1:25
  or.
• 1:25
  Or
• 1:25
  maybe
• 1:25
  even
• 1:26
  doing
• 1:26
  podcasts,
• 1:27
  this
• 1:27
  and
• 1:27
  the
• 1:28
  results
• 1:28
  just
• 1:28
  aren't
• 1:29
  matching
• 1:29
  your
• 1:30
  efforts,
• 1:30
  maybe
• 1:30
  you're
• 1:31
  not
• 1:31
  getting
• 1:31
  all
• 1:31
  of
• 1:31
  the
• 1:31
  inquiries
• 1:32
  you're
• 1:32
  hoping.
• 1:33
  Maybe
• 1:33
  your
• 1:33
  list
• 1:34
  is
• 1:34
  just
• 1:34
  kind
• 1:34
  of
• 1:35
  stagnant
• 1:35
  and
• 1:36
  not
• 1:36
  growing
• 1:37
  much.
• 1:38
  And
• 1:38
  if
• 1:38
  you're
• 1:38
  starting
• 1:39
  to
• 1:39
  wonder
• 1:39
  if
• 1:39
  your
• 1:39
  content
• 1:40
  even
• 1:40
  works
• 1:40
  or
• 1:41
  if
• 1:41
  you're
• 1:41
  kind
• 1:41
  of
• 1:41
  just
• 1:42
  going
• 1:42
  through
• 1:42
  the
• 1:42
  motions
• 1:43
  here,
• 1:43
  I
• 1:44
  want
• 1:44
  to
• 1:44
  tell
• 1:44
  you,
• 1:44
  you
• 1:45
  are
• 1:45
  doing
• 1:45
  it
• 1:46
  right.
• 1:46
  You're
• 1:47
  just
• 1:47
  doing
• 1:47
  it
• 1:47
  in
• 1:47
  the
• 1:48
  wrong
• 1:48
  order.
• 1:48
  And
• 1:49
  that's
• 1:49
  exactly
• 1:49
  what
• 1:49
  we're
• 1:50
  going
• 1:50
  to
• 1:50
  fix
• 1:50
  here
• 1:50
  today.
• 1:52
  To
• 1:52
  be
• 1:52
  walking
• 1:52
  you
• 1:53
  through
• 1:53
  three
• 1:53
  things
• 1:54
  today.
• 1:54
  Number
• 1:55
  one,
• 1:55
  why
• 1:55
  skipping
• 1:56
  your
• 1:56
  strategy
• 1:56
  part
• 1:57
  is
• 1:57
  costing
• 1:57
  you
• 1:58
  even
• 1:58
  more
• 1:58
  than
• 1:58
  you
• 1:59
  actually
• 1:59
  realize
• 2:00
  what
• 2:00
  it
• 2:00
  actually
• 2:01
  looks
• 2:01
  like
• 2:02
  to
• 2:02
  build
• 2:02
  the
• 2:03
  soil
• 2:03
  or
• 2:03
  build
• 2:03
  a
• 2:04
  solid
• 2:04
  foundation
• 2:05
  before
• 2:05
  you
• 2:05
  jump
• 2:06
  into
• 2:06
  creation
• 2:06
  mode.
• 2:07
  And
• 2:07
  how
• 2:08
  getting
• 2:08
  this
• 2:08
  one
• 2:09
  layer
• 2:09
  right
• 2:10
  changes
• 2:10
  everything
• 2:11
  downstream,
• 2:12
  so
• 2:12
  how
• 2:12
  it
• 2:12
  affects
• 2:12
  your
• 2:12
  sales,
• 2:13
  your
• 2:13
  content,
• 2:13
  your
• 2:13
  leads,
• 2:14
  your
• 2:14
  time.
• 2:15
  All
• 2:16
  right,
• 2:16
  so
• 2:16
  let's
• 2:16
  get
• 2:16
  into
• 2:17
  number
• 2:17
  one,
• 2:17
  which
• 2:18
  is
• 2:18
  why
• 2:18
  skipping
• 2:19
  strategy
• 2:19
  is
• 2:19
  costing
• 2:20
  you
• 2:20
  more
• 2:20
  than
• 2:20
  you
• 2:20
  think.
• 2:21
  And
• 2:21
  if
• 2:21
  you've
• 2:22
  had
• 2:22
  the
• 2:22
  belief
• 2:23
  that,
• 2:23
  well,
• 2:23
  my
• 2:24
  content's
• 2:24
  not
• 2:24
  working
• 2:24
  because
• 2:25
  I'm
• 2:25
  either
• 2:25
  not
• 2:26
  posting
• 2:26
  enough
• 2:26
  or
• 2:26
  I'm
• 2:27
  not
• 2:27
  doing
• 2:27
  the
• 2:27
  right
• 2:27
  things,
• 2:28
  or
• 2:28
  whatever
• 2:29
  the
• 2:29
  case
• 2:29
  may
• 2:29
  be.
• 2:30
  I
• 2:30
  want
• 2:30
  you
• 2:30
  to
• 2:30
  think
• 2:30
  back
• 2:31
  to
• 2:31
  this.
• 2:32
  That
• 2:32
  is
• 2:32
  the
• 2:32
  very
• 2:33
  tactical
• 2:33
  layer
• 2:34
  of
• 2:34
  things.
• 2:34
  The
• 2:35
  more,
• 2:35
  more,
• 2:35
  more
• 2:36
  idea
• 2:36
  of
• 2:36
  it
• 2:36
  when
• 2:37
  you
• 2:37
  don't
• 2:37
  necessarily
• 2:38
  have
• 2:39
  the,
• 2:40
  you
• 2:41
  know,
• 2:41
  solid
• 2:42
  foundation.
• 2:43
  Posting
• 2:43
  more
• 2:44
  doesn't
• 2:44
  solve
• 2:45
  the
• 2:45
  actual
• 2:45
  intentionality,
• 2:46
  the
• 2:47
  strategy
• 2:47
  that's
• 2:48
  rooted
• 2:48
  in
• 2:48
  it.
• 2:49
  So
• 2:49
  if
• 2:49
  you
• 2:49
  keep
• 2:49
  thinking,
• 2:50
  oh,
• 2:51
  I
• 2:51
  just
• 2:51
  need
• 2:51
  to
• 2:51
  do
• 2:51
  this,
• 2:51
  or
• 2:52
  I
• 2:52
  just
• 2:52
  need
• 2:52
  to
• 2:52
  do
• 2:52
  a
• 2:52
  little
• 2:53
  bit
• 2:53
  more,
• 2:53
  I
• 2:53
  need
• 2:53
  to
• 2:53
  be
• 2:53
  more
• 2:54
  consistent,
• 2:55
  you
• 2:55
  end
• 2:55
  up
• 2:56
  kind
• 2:56
  of
• 2:56
  staying
• 2:56
  stuck
• 2:57
  in
• 2:57
  that,
• 2:57
  burning
• 2:57
  out,
• 2:58
  disappearing,
• 2:59
  starting
• 3:00
  over,
• 3:00
  which,
• 3:01
  hello,
• 3:02
  we
• 3:02
  are
• 3:02
  all
• 3:02
  familiar
• 3:03
  with.
• 3:03
  I
• 3:04
  literally
• 3:04
  just
• 3:05
  went
• 3:05
  through
• 3:05
  it
• 3:05
  because
• 3:05
  I
• 3:05
  got
• 3:06
  busy
• 3:06
  and
• 3:06
  said,
• 3:06
  bye,
• 3:07
  bye.
• 3:07
  I
• 3:07
  don't
• 3:07
  actually
• 3:07
  need
• 3:08
  to
• 3:08
  post
• 3:08
  anything
• 3:09
  right
• 3:09
  now,
• 3:09
  which
• 3:10
  I
• 3:10
  think
• 3:10
  is
• 3:11
  important
• 3:11
  to
• 3:11
  acknowledge.
• 3:12
  So
• 3:12
  without
• 3:13
  this
• 3:13
  strategy
• 3:14
  level,
• 3:14
  you
• 3:15
  are
• 3:15
  essentially
• 3:17
  gardening
• 3:17
  in
• 3:17
  concrete.
• 3:18
  Very.
• 3:19
  You
• 3:19
  may
• 3:19
  have
• 3:19
  that
• 3:20
  stubborn
• 3:20
  weed
• 3:20
  that
• 3:21
  comes
• 3:21
  up
• 3:21
  out
• 3:21
  of
• 3:21
  that
• 3:22
  concrete
• 3:22
  crack
• 3:22
  every
• 3:23
  once
• 3:23
  in
• 3:23
  a
• 3:23
  while,
• 3:24
  and
• 3:24
  that
• 3:24
  may
• 3:24
  give
• 3:25
  you
• 3:25
  a
• 3:25
  little
• 3:25
  bit
• 3:25
  of
• 3:25
  hope,
• 3:26
  but
• 3:27
  ultimately
• 3:28
  you're
• 3:28
  making
• 3:28
  it
• 3:28
  a
• 3:29
  lot
• 3:29
  harder
• 3:29
  for
• 3:30
  yourself.
• 3:30
  When
• 3:31
  the
• 3:31
  real
• 3:31
  cost
• 3:32
  isn't
• 3:32
  just
• 3:33
  time
• 3:34
  here,
• 3:34
  the
• 3:34
  real
• 3:35
  cost
• 3:35
  is
• 3:35
  you're
• 3:36
  losing
• 3:37
  what
• 3:37
  we
• 3:37
  call
• 3:37
  that
• 3:38
  compounding
• 3:39
  content,
• 3:39
  that
• 3:40
  effect
• 3:40
  of
• 3:40
  it
• 3:40
  all
• 3:41
  that
• 3:41
  isn't
• 3:42
  building
• 3:42
  upon
• 3:42
  it.
• 3:43
  So
• 3:43
  every
• 3:43
  single
• 3:43
  time
• 3:44
  you
• 3:44
  sit
• 3:44
  down
• 3:44
  and
• 3:44
  say,
• 3:45
  what
• 3:45
  am
• 3:45
  I
• 3:45
  posting
• 3:45
  this
• 3:46
  week?
• 3:46
  And
• 3:46
  you're
• 3:47
  really
• 3:47
  just
• 3:47
  having
• 3:47
  to
• 3:48
  start
• 3:48
  from
• 3:48
  zero
• 3:49
  every
• 3:49
  single
• 3:50
  time.
• 3:50
  So
• 3:51
  it's
• 3:51
  really
• 3:51
  understanding
• 3:52
  how
• 3:52
  the
• 3:53
  intentionality
• 3:53
  of
• 3:54
  establishing
• 3:55
  why
• 3:55
  you're
• 3:55
  posting,
• 3:56
  who
• 3:57
  you're
• 3:57
  talking
• 3:57
  to,
• 3:58
  and
• 3:58
  all
• 3:58
  of
• 3:58
  those
• 3:58
  various
• 3:59
  components
• 3:59
  together
• 4:00
  really
• 4:01
  do
• 4:01
  build
• 4:02
  you
• 4:02
  up
• 4:02
  towards
• 4:03
  that
• 4:03
  bigger
• 4:03
  kind
• 4:04
  of
• 4:04
  more
• 4:04
  intentional
• 4:05
  impact
• 4:05
  that
• 4:06
  your
• 4:06
  content
• 4:06
  could
• 4:06
  be
• 4:07
  providing.
• 4:08
  Yeah,
• 4:08
  I
• 4:08
  mean,
• 4:08
  I
• 4:08
  kind
• 4:09
  of
• 4:09
  remember
• 4:09
  going
• 4:09
  back
• 4:09
  to
• 4:09
  baby
• 4:10
  business
• 4:10
  owner
• 4:11
  Jess,
• 4:11
  and
• 4:11
  at
• 4:12
  that
• 4:12
  time
• 4:12
  we
• 4:12
  were
• 4:12
  going
• 4:12
  into
• 4:13
  Instagrams.
• 4:13
  It
• 4:13
  was
• 4:14
  really
• 4:14
  big
• 4:14
  with
• 4:15
  the.
• 4:15
  The
• 4:15
  dancing
• 4:16
  and
• 4:16
  the
• 4:16
  pointing
• 4:17
  and
• 4:17
  the
• 4:17
  voiceovers
• 4:18
  and
• 4:18
  the
• 4:18
  trends,
• 4:19
  because
• 4:19
  TikTok
• 4:19
  was
• 4:19
  kind
• 4:20
  of
• 4:20
  just
• 4:20
  taking
• 4:20
  off.
• 4:22
  And
• 4:22
  in
• 4:22
  reality,
• 4:23
  jumping
• 4:23
  on
• 4:24
  any
• 4:24
  of
• 4:24
  those
• 4:24
  trends
• 4:25
  did
• 4:25
  not
• 4:25
  help
• 4:25
  me
• 4:26
  because
• 4:26
  I
• 4:26
  didn't
• 4:26
  actually
• 4:27
  know
• 4:27
  what
• 4:28
  I
• 4:28
  wanted
• 4:28
  my
• 4:28
  content
• 4:29
  to
• 4:29
  do.
• 4:30
  So,
• 4:30
  yeah,
• 4:30
  you
• 4:31
  know,
• 4:31
  I
• 4:31
  needed
• 4:31
  to
• 4:32
  back
• 4:32
  up
• 4:32
  and
• 4:32
  answer,
• 4:33
  who
• 4:33
  am
• 4:33
  I
• 4:34
  talking
• 4:34
  to?
• 4:34
  What
• 4:34
  do
• 4:35
  I
• 4:35
  need?
• 4:35
  What
• 4:35
  do
• 4:35
  they
• 4:35
  need
• 4:35
  to
• 4:36
  believe?
• 4:36
  What
• 4:37
  do
• 4:37
  I
• 4:37
  want
• 4:37
  them
• 4:37
  to
• 4:37
  do
• 4:37
  next?
• 4:38
  And
• 4:38
  when
• 4:38
  you
• 4:39
  have
• 4:39
  the
• 4:39
  answers
• 4:40
  to
• 4:40
  those
• 4:40
  questions,
• 4:42
  you're
• 4:42
  not
• 4:42
  going
• 4:42
  to
• 4:42
  be
• 4:42
  starting
• 4:43
  staring
• 4:43
  at
• 4:43
  a
• 4:43
  pace.
• 4:44
  You're
• 4:44
  starting
• 4:44
  with
• 4:45
  a
• 4:45
  goal
• 4:45
  in
• 4:46
  mind.
• 4:46
  This
• 4:47
  is
• 4:47
  something
• 4:47
  that
• 4:47
  Rachel
• 4:47
  and
• 4:47
  I
• 4:48
  to
• 4:48
  do
• 4:48
  before
• 4:48
  every
• 4:48
  podcast.
• 4:49
  We
• 4:49
  answer,
• 4:50
  what
• 4:50
  is
• 4:50
  the
• 4:50
  business
• 4:50
  goal
• 4:51
  of
• 4:51
  this
• 4:51
  podcast?
• 4:52
  What
• 4:52
  is,
• 4:53
  you
• 4:53
  know,
• 4:53
  what
• 4:53
  do
• 4:53
  we
• 4:54
  want
• 4:54
  the
• 4:54
  person
• 4:54
  consuming
• 4:55
  this
• 4:55
  episode
• 4:56
  to
• 4:56
  walk
• 4:56
  away
• 4:56
  out
• 4:57
  of
• 4:57
  it?
• 4:57
  And
• 4:57
  then
• 4:58
  really
• 4:58
  intentionally,
• 4:58
  what
• 4:59
  do
• 4:59
  we
• 4:59
  want
• 4:59
  to
• 5:00
  do
• 5:01
  next?
• 5:01
  And
• 5:01
  when
• 5:01
  you
• 5:01
  create
• 5:02
  your
• 5:02
  content
• 5:03
  that
• 5:03
  way
• 5:03
  it
• 5:03
  becomes
• 5:04
  such
• 5:04
  a
• 5:04
  more,
• 5:05
  much
• 5:05
  more
• 5:05
  powerful
• 5:06
  piece
• 5:06
  in
• 5:07
  your
• 5:07
  overall
• 5:07
  business
• 5:08
  strategy.
• 5:09
  Yeah.
• 5:09
  And
• 5:09
  I
• 5:09
  want
• 5:10
  to
• 5:10
  give
• 5:10
  just
• 5:10
  a
• 5:11
  little
• 5:11
  bit
• 5:11
  of
• 5:11
  case
• 5:11
  study
• 5:12
  or
• 5:12
  something
• 5:12
  people
• 5:13
  can
• 5:13
  tap
• 5:13
  into
• 5:14
  here
• 5:14
  because
• 5:15
  I
• 5:15
  think
• 5:15
  most
• 5:15
  people
• 5:17
  understand
• 5:18
  the
• 5:18
  depth
• 5:19
  of
• 5:19
  strategy
• 5:19
  when
• 5:20
  it
• 5:20
  comes
• 5:20
  to
• 5:20
  a
• 5:20
  launch.
• 5:21
  Right.
• 5:21
  You
• 5:21
  have
• 5:21
  the
• 5:22
  FAQs,
• 5:23
  you
• 5:23
  have
• 5:23
  the
• 5:24
  objections,
• 5:25
  you
• 5:25
  have
• 5:25
  all
• 5:25
  of
• 5:26
  these
• 5:26
  various
• 5:26
  pieces
• 5:27
  that
• 5:27
  are
• 5:27
  moving
• 5:28
  into
• 5:29
  really
• 5:29
  determining
• 5:30
  how
• 5:31
  to
• 5:31
  talk
• 5:31
  to
• 5:31
  your
• 5:31
  audience
• 5:33
  in
• 5:33
  a
• 5:33
  launch
• 5:33
  to
• 5:34
  get
• 5:34
  them
• 5:34
  to
• 5:34
  do
• 5:35
  whatever
• 5:35
  you
• 5:35
  needed
• 5:35
  to
• 5:36
  do.
• 5:36
  The
• 5:36
  part
• 5:37
  where
• 5:37
  people
• 5:37
  really
• 5:38
  lose
• 5:38
  their
• 5:38
  minds
• 5:39
  and
• 5:39
  don't
• 5:40
  know
• 5:40
  what
• 5:40
  they're
• 5:40
  doing
• 5:41
  is
• 5:41
  when
• 5:41
  they
• 5:41
  are
• 5:41
  not
• 5:41
  in
• 5:42
  that
• 5:42
  launch
• 5:42
  mentality.
• 5:43
  And
• 5:43
  it's
• 5:43
  kind
• 5:44
  of
• 5:44
  this
• 5:44
  limbo
• 5:45
  between
• 5:46
  sales
• 5:46
  periods
• 5:47
  or
• 5:47
  maybe
• 5:48
  you
• 5:48
  just
• 5:48
  need
• 5:49
  one
• 5:49
  extra
• 5:50
  client
• 5:50
  or
• 5:50
  whatever
• 5:51
  the
• 5:51
  case
• 5:51
  may
• 5:51
  be.
• 5:52
  And
• 5:52
  so
• 5:53
  if
• 5:53
  you
• 5:53
  yourself
• 5:54
  can
• 5:54
  understand
• 5:55
  that
• 5:56
  when
• 5:56
  you're
• 5:57
  launching,
• 5:57
  you
• 5:58
  have
• 5:58
  to
• 5:58
  have
• 5:58
  that
• 5:59
  strategy
• 5:59
  of
• 5:59
  answering
• 6:00
  and
• 6:00
  moving
• 6:01
  people
• 6:01
  through
• 6:01
  a
• 6:02
  very
• 6:02
  specific
• 6:02
  journey.
• 6:04
  I'm
• 6:04
  gonna
• 6:04
  simplify
• 6:05
  it
• 6:05
  for
• 6:05
  you.
• 6:05
  It's
• 6:05
  the
• 6:06
  exact
• 6:06
  same
• 6:06
  strategy
• 6:07
  when
• 6:07
  you're
• 6:08
  not
• 6:08
  launching.
• 6:09
  It's
• 6:09
  just
• 6:10
  way
• 6:10
  more
• 6:11
  drawn
• 6:11
  out.
• 6:11
  It's
• 6:12
  way
• 6:12
  more
• 6:13
  kind
• 6:13
  of
• 6:13
  at
• 6:13
  a
• 6:13
  softer,
• 6:14
  slower
• 6:14
  pace
• 6:15
  and
• 6:15
  it's
• 6:15
  more
• 6:16
  repetitive
• 6:16
  in
• 6:16
  that
• 6:17
  sense.
• 6:17
  So
• 6:18
  in.
• 6:18
  I
• 6:18
  have
• 6:19
  a
• 6:19
  lot
• 6:19
  of
• 6:19
  my
• 6:19
  clients
• 6:19
  that,
• 6:20
  you
• 6:20
  know,
• 6:20
  come
• 6:20
  to
• 6:21
  me
• 6:21
  before
• 6:21
  this
• 6:21
  and
• 6:21
  I'm
• 6:22
  posting
• 6:22
  a
• 6:22
  million
• 6:23
  times
• 6:23
  a
• 6:23
  week
• 6:23
  or
• 6:24
  however
• 6:24
  many
• 6:25
  times,
• 6:25
  and
• 6:25
  they're
• 6:26
  like,
• 6:26
  I'm
• 6:26
  not
• 6:26
  seeing
• 6:26
  anything.
• 6:27
  And.
• 6:27
  Well,
• 6:27
  what
• 6:27
  is
• 6:27
  it
• 6:28
  that
• 6:28
  you're
• 6:28
  posting?
• 6:28
  I
• 6:28
  got
• 6:29
  a
• 6:29
  lovely
• 6:29
  little
• 6:29
  cadence
• 6:30
  here.
• 6:30
  I
• 6:30
  post
• 6:30
  two
• 6:31
  testimonials
• 6:32
  and
• 6:32
  I
• 6:32
  do
• 6:32
  this,
• 6:32
  and
• 6:32
  I
• 6:33
  do
• 6:33
  this
• 6:33
  and
• 6:33
  it's,
• 6:33
  it's
• 6:33
  still
• 6:33
  is
• 6:34
  not
• 6:34
  doing
• 6:34
  anything
• 6:34
  for
• 6:35
  you.
• 6:35
  So
• 6:36
  understanding
• 6:37
  that
• 6:37
  the
• 6:37
  content
• 6:38
  has
• 6:38
  to
• 6:38
  be
• 6:39
  rooted
• 6:40
  in
• 6:41
  intention
• 6:41
  for
• 6:42
  whatever
• 6:42
  that
• 6:42
  motion
• 6:43
  is,
• 6:43
  and
• 6:43
  if
• 6:43
  it
• 6:43
  really
• 6:43
  does
• 6:44
  help
• 6:44
  tapping
• 6:45
  into
• 6:45
  understanding
• 6:46
  how
• 6:46
  launch
• 6:46
  strategy
• 6:47
  works,
• 6:48
  you
• 6:48
  can
• 6:48
  really
• 6:48
  kind
• 6:49
  of
• 6:49
  reframe
• 6:49
  that
• 6:50
  for
• 6:50
  how
• 6:51
  the
• 6:51
  rest
• 6:51
  of
• 6:52
  that
• 6:52
  non
• 6:52
  launch
• 6:52
  window
• 6:53
  can,
• 6:53
  can
• 6:53
  work
• 6:54
  as
• 6:54
  well.
• 6:54
  Yeah,
• 6:54
  I
• 6:54
  mean,
• 6:55
  I,
• 6:55
  I
• 6:55
  love
• 6:55
  that
• 6:55
  because
• 6:55
  I
• 6:55
  tell
• 6:56
  them,
• 6:56
  I
• 6:56
  tell
• 6:56
  that
• 6:56
  to
• 6:56
  my
• 6:57
  clients
• 6:57
  all
• 6:57
  the
• 6:57
  time.
• 6:57
  They're.
• 6:57
  I
• 6:58
  hate
• 6:58
  to
• 6:58
  launch,
• 6:58
  I
• 6:58
  hate
• 6:58
  to
• 6:58
  launch.
• 6:59
  You're
• 6:59
  basically
• 6:59
  launching
• 7:00
  all
• 7:00
  the
• 7:00
  time.
• 7:01
  But
• 7:01
  a
• 7:01
  launch
• 7:01
  is
• 7:02
  just
• 7:02
  a
• 7:02
  way
• 7:03
  more
• 7:03
  intentional
• 7:04
  way
• 7:04
  of
• 7:05
  selling
• 7:06
  what
• 7:06
  you're
• 7:07
  doing.
• 7:07
  I
• 7:07
  mean,
• 7:07
  you're,
• 7:08
  I
• 7:08
  mean,
• 7:08
  if
• 7:08
  you're
• 7:08
  creating
• 7:09
  content
• 7:09
  in
• 7:09
  your
• 7:09
  business,
• 7:10
  you
• 7:10
  should
• 7:10
  be
• 7:11
  technically
• 7:12
  creating
• 7:12
  this
• 7:12
  type
• 7:12
  of
• 7:13
  launch
• 7:13
  content
• 7:14
  all
• 7:14
  the
• 7:14
  time.
• 7:15
  And
• 7:15
  that's
• 7:15
  what
• 7:15
  this
• 7:16
  strategy
• 7:16
  layer
• 7:17
  is.
• 7:17
  I
• 7:18
  know
• 7:18
  we
• 7:18
  talked
• 7:18
  about
• 7:18
  your
• 7:18
  align
• 7:18
  leads
• 7:19
  formula
• 7:19
  last
• 7:20
  week,
• 7:20
  but
• 7:20
  I
• 7:20
  just
• 7:20
  kind
• 7:20
  of.
• 7:20
  There's
• 7:21
  a
• 7:21
  section
• 7:21
  in
• 7:22
  that
• 7:22
  one
• 7:22
  where
• 7:23
  you
• 7:23
  kind
• 7:23
  of
• 7:23
  walk
• 7:24
  through
• 7:24
  the
• 7:25
  customer
• 7:25
  journey.
• 7:25
  Problem
• 7:26
  awareness,
• 7:26
  solution,
• 7:27
  aware.
• 7:28
  And
• 7:28
  then
• 7:28
  you
• 7:28
  talk
• 7:28
  about
• 7:28
  the
• 7:29
  specific
• 7:29
  things
• 7:29
  that
• 7:30
  your
• 7:30
  customer
• 7:30
  is
• 7:30
  feeling
• 7:31
  and
• 7:31
  seeing
• 7:31
  the
• 7:31
  emotional
• 7:33
  physical.
• 7:33
  You
• 7:33
  could
• 7:34
  probably
• 7:34
  tell
• 7:34
  me
• 7:34
  the
• 7:34
  exact
• 7:34
  things
• 7:35
  tactical
• 7:35
  but
• 7:35
  it
• 7:35
  clicks
• 7:36
  for
• 7:36
  me.
• 7:37
  And
• 7:37
  that
• 7:38
  even
• 7:38
  though
• 7:38
  that
• 7:38
  was
• 7:39
  more
• 7:39
  email
• 7:40
  based
• 7:40
  and
• 7:40
  helping
• 7:40
  you
• 7:41
  create
• 7:41
  what
• 7:41
  your
• 7:41
  lead
• 7:41
  magnet
• 7:42
  is,
• 7:42
  that's
• 7:42
  kind
• 7:42
  of
• 7:43
  the
• 7:43
  lens
• 7:43
  that
• 7:44
  you
• 7:44
  should
• 7:44
  be
• 7:45
  looking
• 7:45
  through
• 7:46
  your
• 7:47
  con
• 7:47
  all
• 7:48
  your
• 7:48
  content
• 7:48
  with
• 7:48
  because
• 7:49
  most
• 7:49
  people
• 7:49
  know
• 7:49
  who
• 7:50
  they
• 7:50
  serve.
• 7:50
  But
• 7:51
  it's
• 7:52
  very
• 7:52
  few
• 7:52
  have
• 7:53
  taken
• 7:53
  the
• 7:53
  time
• 7:53
  to
• 7:53
  do
• 7:53
  a
• 7:54
  deep
• 7:54
  dive
• 7:54
  into
• 7:55
  the
• 7:55
  specific
• 7:56
  beliefs
• 7:56
  or
• 7:57
  feelings
• 7:57
  or
• 7:58
  emotions.
• 7:59
  Not
• 7:59
  just
• 7:59
  they
• 7:59
  could
• 8:00
  go
• 8:00
  to
• 8:00
  Starbucks,
• 8:00
  but
• 8:00
  what
• 8:01
  specific
• 8:02
  things
• 8:02
  are
• 8:02
  they
• 8:02
  complaining
• 8:03
  about
• 8:03
  to
• 8:03
  their
• 8:04
  friends?
• 8:04
  What
• 8:04
  are
• 8:04
  they
• 8:04
  laying
• 8:05
  in
• 8:05
  bed
• 8:05
  thinking
• 8:05
  about?
• 8:06
  What
• 8:06
  are
• 8:07
  you
• 8:08
  know,
• 8:08
  what
• 8:08
  are
• 8:09
  they
• 8:09
  worried
• 8:09
  about?
• 8:09
  And
• 8:10
  speaking
• 8:10
  to
• 8:10
  those
• 8:10
  specific
• 8:11
  pain
• 8:11
  points
• 8:11
  and
• 8:12
  desires.
• 8:12
  That's
• 8:13
  like
• 8:13
  really
• 8:13
  one
• 8:13
  of
• 8:14
  my
• 8:14
  favorite
• 8:14
  prompts
• 8:15
  to
• 8:15
  give
• 8:15
  chatgpt
• 8:16
  when
• 8:16
  I'm
• 8:16
  helping
• 8:17
  it,
• 8:17
  when
• 8:17
  I'm
• 8:17
  asking
• 8:18
  it
• 8:18
  to
• 8:18
  help
• 8:18
  me
• 8:18
  with
• 8:18
  content.
• 8:19
  And
• 8:19
  I
• 8:19
  was
• 8:19
  okay,
• 8:19
  this
• 8:19
  is
• 8:20
  great
• 8:20
  but
• 8:20
  let's
• 8:20
  speak
• 8:21
  to
• 8:21
  my
• 8:21
  customer
• 8:22
  specific
• 8:22
  pain
• 8:23
  points
• 8:23
  and
• 8:23
  desires
• 8:24
  and
• 8:24
  a
• 8:24
  way
• 8:24
  to
• 8:24
  get
• 8:25
  to
• 8:25
  that,
• 8:25
  a
• 8:25
  cheat
• 8:25
  code
• 8:26
  to
• 8:26
  actually
• 8:26
  getting
• 8:26
  to
• 8:27
  that
• 8:27
  is
• 8:27
  you
• 8:27
  could
• 8:28
  take
• 8:28
  your
• 8:29
  discovery
• 8:29
  call
• 8:29
  applications,
• 8:30
  I've
• 8:30
  done
• 8:30
  this
• 8:31
  for
• 8:31
  all
• 8:31
  my
• 8:31
  clients
• 8:31
  and
• 8:32
  put
• 8:32
  this,
• 8:32
  put
• 8:33
  that
• 8:33
  into
• 8:33
  your
• 8:33
  GPT
• 8:34
  and
• 8:34
  you're
• 8:34
  going
• 8:34
  to
• 8:34
  be
• 8:34
  able
• 8:35
  to
• 8:35
  pull
• 8:35
  out
• 8:35
  that
• 8:35
  voice
• 8:36
  of
• 8:36
  the
• 8:36
  mess
• 8:37
  the
• 8:37
  customer
• 8:37
  messaging
• 8:38
  and
• 8:38
  then
• 8:39
  that
• 8:39
  is
• 8:39
  what
• 8:39
  goes
• 8:39
  into
• 8:40
  your
• 8:40
  copy
• 8:40
  bible
• 8:41
  so
• 8:41
  that
• 8:41
  you
• 8:41
  always
• 8:41
  know
• 8:42
  that
• 8:42
  each
• 8:42
  piece
• 8:42
  of
• 8:43
  content
• 8:44
  speaks
• 8:44
  to
• 8:44
  that.
• 8:45
  Yeah.
• 8:46
  And
• 8:46
  I
• 8:46
  mean
• 8:47
  and
• 8:47
  I
• 8:47
  think
• 8:47
  we're
• 8:47
  a
• 8:47
  little
• 8:48
  guilty
• 8:48
  of
• 8:48
  this
• 8:48
  too.
• 8:49
  When
• 8:49
  we're
• 8:49
  talking
• 8:49
  about
• 8:50
  content.
• 8:50
  Maybe
• 8:51
  we
• 8:51
  need
• 8:51
  to
• 8:51
  be
• 8:51
  a
• 8:51
  little
• 8:52
  bit
• 8:52
  more
• 8:52
  specific
• 8:52
  and
• 8:53
  say
• 8:53
  this
• 8:53
  is
• 8:53
  not
• 8:54
  just
• 8:54
  social
• 8:55
  media,
• 8:55
  this
• 8:56
  is
• 8:56
  top
• 8:57
  of
• 8:57
  funnel
• 8:57
  all
• 8:57
  the
• 8:58
  way
• 8:58
  down
• 8:58
  to
• 8:58
  your
• 8:59
  emails
• 8:59
  and
• 9:00
  every
• 9:00
  point
• 9:01
  of
• 9:01
  conversion
• 9:02
  or
• 9:03
  of
• 9:03
  the
• 9:03
  funnel
• 9:04
  of
• 9:04
  awareness
• 9:04
  is
• 9:06
  content
• 9:07
  related.
• 9:07
  Right.
• 9:08
  You
• 9:08
  have
• 9:08
  to
• 9:08
  be
• 9:08
  able
• 9:08
  to
• 9:09
  say
• 9:09
  I
• 9:09
  know
• 9:10
  what
• 9:10
  content
• 9:10
  to
• 9:10
  create
• 9:11
  to
• 9:11
  get
• 9:11
  new
• 9:11
  eyeballs.
• 9:12
  Maybe
• 9:12
  it
• 9:12
  is
• 9:13
  those
• 9:13
  dancing
• 9:13
  pointing
• 9:14
  reels,
• 9:15
  but
• 9:15
  I
• 9:15
  also
• 9:15
  need
• 9:15
  to
• 9:16
  know
• 9:16
  what
• 9:16
  type
• 9:17
  of
• 9:17
  content
• 9:18
  is
• 9:18
  going
• 9:18
  to
• 9:18
  take
• 9:19
  somebody
• 9:19
  that's
• 9:20
  problem
• 9:20
  aware
• 9:21
  to
• 9:21
  solution
• 9:21
  aware
• 9:22
  and
• 9:22
  get
• 9:23
  them
• 9:23
  to
• 9:23
  either
• 9:23
  book
• 9:23
  an
• 9:24
  application
• 9:24
  with
• 9:24
  me
• 9:25
  or
• 9:25
  book
• 9:25
  a
• 9:25
  discovery
• 9:26
  call,
• 9:26
  whatever
• 9:26
  the
• 9:26
  case
• 9:27
  may
• 9:27
  be.
• 9:27
  So
• 9:28
  content
• 9:29
  exists
• 9:29
  at
• 9:29
  all
• 9:30
  levels
• 9:31
  of
• 9:31
  your
• 9:32
  ecosystem
• 9:33
  and
• 9:33
  it
• 9:33
  really
• 9:33
  is
• 9:34
  important
• 9:34
  to
• 9:34
  understand
• 9:35
  the
• 9:35
  depth
• 9:35
  of
• 9:36
  it
• 9:36
  because
• 9:37
  you
• 9:37
  can
• 9:37
  really
• 9:38
  just
• 9:38
  be
• 9:38
  stuck
• 9:38
  in
• 9:38
  the
• 9:39
  social
• 9:40
  media
• 9:41
  content
• 9:41
  bucket
• 9:42
  and
• 9:42
  that
• 9:42
  only
• 9:43
  takes
• 9:43
  you
• 9:43
  so
• 9:43
  far.
• 9:44
  Really
• 9:44
  knowing
• 9:45
  how
• 9:45
  to
• 9:45
  get
• 9:45
  people
• 9:45
  off
• 9:46
  of
• 9:46
  that
• 9:46
  platform
• 9:47
  is
• 9:47
  the
• 9:47
  key
• 9:48
  to
• 9:48
  get
• 9:48
  them
• 9:48
  to
• 9:48
  then
• 9:49
  do
• 9:49
  whatever
• 9:49
  you
• 9:49
  need
• 9:50
  them
• 9:50
  to
• 9:50
  do,
• 9:50
  whether
• 9:51
  it's
• 9:51
  download
• 9:52
  a
• 9:52
  freebie,
• 9:53
  read
• 9:53
  a
• 9:54
  blog,
• 9:54
  whatever
• 9:55
  it
• 9:55
  takes
• 9:55
  them
• 9:56
  through
• 9:56
  that
• 9:56
  next
• 9:57
  stage
• 9:57
  of
• 9:57
  awareness.
• 9:58
  So
• 9:59
  understanding
• 10:00
  what,
• 10:01
  what
• 10:01
  we
• 10:01
  call
• 10:01
  as
• 10:02
  the
• 10:02
  soil,
• 10:02
  the
• 10:03
  strategy,
• 10:04
  understanding
• 10:04
  what
• 10:04
  that
• 10:05
  strategy
• 10:05
  actually
• 10:06
  is
• 10:07
  and
• 10:07
  Know
• 10:07
  exactly
• 10:08
  what.
• 10:08
  It's
• 10:08
  also
• 10:09
  not.
• 10:09
  The
• 10:09
  goal
• 10:10
  is
• 10:10
  not
• 10:10
  to
• 10:10
  keep
• 10:10
  them
• 10:11
  on,
• 10:12
  on
• 10:12
  Instagram,
• 10:14
  binging,
• 10:14
  all
• 10:14
  of
• 10:14
  your
• 10:15
  reels.
• 10:16
  The
• 10:16
  goal
• 10:16
  is
• 10:16
  to
• 10:16
  get
• 10:16
  them
• 10:17
  off
• 10:17
  platform,
• 10:18
  which
• 10:18
  is
• 10:19
  why.
• 10:20
  Yeah.
• 10:20
  And
• 10:20
  if
• 10:20
  you
• 10:21
  only
• 10:21
  create
• 10:22
  content
• 10:22
  for
• 10:23
  the
• 10:23
  per.
• 10:23
  I
• 10:23
  think
• 10:23
  that's
• 10:24
  really
• 10:24
  with
• 10:24
  the
• 10:24
  trap
• 10:25
  that
• 10:25
  most
• 10:25
  people
• 10:25
  fall
• 10:26
  into
• 10:26
  when
• 10:26
  their
• 10:26
  content's
• 10:27
  not
• 10:27
  connecting,
• 10:27
  is
• 10:28
  that
• 10:28
  they're
• 10:28
  only
• 10:28
  creating
• 10:29
  content
• 10:29
  for
• 10:30
  the.
• 10:30
  Their
• 10:30
  avatar
• 10:31
  in
• 10:31
  a
• 10:31
  specific
• 10:32
  phase.
• 10:32
  So
• 10:33
  they
• 10:33
  maybe
• 10:33
  they're
• 10:33
  creating
• 10:34
  a
• 10:34
  lot
• 10:34
  of
• 10:34
  educational
• 10:35
  content,
• 10:35
  which
• 10:36
  is
• 10:36
  great
• 10:36
  when
• 10:36
  you're
• 10:36
  trying
• 10:37
  to
• 10:37
  build
• 10:37
  trust
• 10:37
  and
• 10:38
  trust
• 10:38
  and
• 10:39
  authority
• 10:40
  with
• 10:40
  your
• 10:40
  person.
• 10:41
  But
• 10:41
  maybe
• 10:41
  it's
• 10:41
  not
• 10:41
  attracting
• 10:42
  people
• 10:42
  because
• 10:42
  you're
• 10:43
  not
• 10:43
  attracting
• 10:43
  any
• 10:44
  of
• 10:44
  that.
• 10:44
  Or
• 10:44
  maybe
• 10:45
  you're
• 10:45
  never
• 10:45
  shifting
• 10:46
  beliefs
• 10:46
  or
• 10:46
  mindsets,
• 10:47
  or
• 10:47
  maybe
• 10:47
  you're
• 10:47
  never
• 10:47
  sharing
• 10:48
  what
• 10:48
  your
• 10:48
  actual
• 10:49
  framework
• 10:49
  is.
• 10:49
  You
• 10:50
  need
• 10:50
  all
• 10:50
  the
• 10:50
  pieces
• 10:51
  of
• 10:51
  those,
• 10:51
  those
• 10:51
  puzzles
• 10:53
  to
• 10:53
  make
• 10:53
  it
• 10:53
  work
• 10:54
  in
• 10:55
  every
• 10:55
  single
• 10:55
  piece
• 10:56
  of
• 10:56
  the
• 10:56
  content
• 10:57
  that
• 10:57
  you
• 10:58
  create.
• 10:59
  Yeah.
• 11:00
  So
• 11:00
  then
• 11:00
  that
• 11:01
  brings
• 11:01
  us
• 11:01
  to
• 11:01
  our
• 11:02
  final
• 11:02
  point,
• 11:03
  which
• 11:03
  is
• 11:03
  how
• 11:04
  actually
• 11:05
  having
• 11:06
  rooted
• 11:06
  soil,
• 11:07
  having
• 11:07
  an
• 11:08
  actual
• 11:08
  strategy
• 11:09
  really
• 11:09
  does
• 11:10
  change
• 11:10
  everything
• 11:10
  downstream.
• 11:11
  So
• 11:12
  what
• 11:12
  we're
• 11:12
  saying
• 11:13
  is
• 11:13
  essentially
• 11:14
  getting
• 11:14
  really,
• 11:15
  really
• 11:16
  clear
• 11:16
  on
• 11:17
  the
• 11:17
  impact
• 11:18
  that
• 11:18
  a
• 11:18
  single
• 11:19
  action
• 11:19
  that
• 11:19
  you're
• 11:20
  going
• 11:20
  to
• 11:20
  do
• 11:20
  has
• 11:21
  for
• 11:22
  whatever
• 11:22
  your
• 11:22
  business
• 11:23
  goal
• 11:23
  is.
• 11:24
  And
• 11:24
  I
• 11:24
  think
• 11:24
  this
• 11:24
  is
• 11:25
  where
• 11:25
  Jess
• 11:25
  and
• 11:25
  I
• 11:26
  always
• 11:26
  start
• 11:27
  backwards
• 11:27
  here.
• 11:28
  We
• 11:28
  say,
• 11:29
  okay,
• 11:29
  what
• 11:29
  is
• 11:30
  the
• 11:30
  business
• 11:30
  goal?
• 11:31
  How
• 11:31
  do
• 11:31
  we
• 11:31
  work
• 11:32
  ourselves
• 11:33
  back
• 11:33
  from
• 11:33
  it?
• 11:33
  And
• 11:34
  then
• 11:34
  we
• 11:34
  have
• 11:35
  a
• 11:35
  more
• 11:35
  clear
• 11:36
  starting
• 11:36
  point.
• 11:37
  Because
• 11:37
  when
• 11:37
  you're
• 11:38
  not
• 11:39
  working,
• 11:39
  I
• 11:40
  guess
• 11:40
  in
• 11:40
  reverse
• 11:41
  engineering
• 11:41
  it
• 11:42
  from
• 11:42
  a
• 11:42
  business
• 11:42
  goal,
• 11:43
  you
• 11:43
  really
• 11:43
  could
• 11:44
  end
• 11:44
  up
• 11:45
  anywhere.
• 11:46
  You
• 11:47
  really
• 11:47
  could
• 11:47
  just
• 11:47
  be,
• 11:48
  you
• 11:48
  know,
• 11:49
  attracting
• 11:50
  the
• 11:50
  wrong
• 11:50
  person
• 11:51
  or.
• 11:51
  I've
• 11:51
  seen
• 11:51
  this
• 11:52
  a
• 11:52
  million
• 11:52
  times
• 11:53
  and
• 11:53
  I'm
• 11:53
  sure,
• 11:53
  Jess,
• 11:53
  you
• 11:54
  have
• 11:54
  too,
• 11:54
  where
• 11:54
  it's.
• 11:55
  You're
• 11:56
  doing
• 11:56
  something,
• 11:56
  you
• 11:57
  really
• 11:57
  do
• 11:57
  think
• 11:57
  it's
• 11:58
  working,
• 11:58
  but
• 11:59
  you're
• 11:59
  actually
• 11:59
  attracting
• 12:01
  unqualified
• 12:03
  leads
• 12:03
  that
• 12:04
  you'll
• 12:04
  book
• 12:04
  the
• 12:04
  discovery
• 12:05
  calls
• 12:05
  because
• 12:06
  maybe
• 12:06
  they
• 12:06
  have
• 12:06
  the
• 12:06
  right
• 12:07
  pain
• 12:07
  points.
• 12:08
  And
• 12:08
  then
• 12:08
  they
• 12:08
  actually
• 12:09
  get
• 12:09
  on
• 12:09
  the
• 12:09
  call
• 12:09
  and
• 12:09
  they
• 12:09
  have
• 12:10
  no
• 12:10
  budget,
• 12:11
  which
• 12:11
  means
• 12:11
  they
• 12:11
  are
• 12:11
  not
• 12:12
  an
• 12:12
  ideal
• 12:12
  client.
• 12:13
  So
• 12:13
  you're
• 12:13
  sitting
• 12:13
  there
• 12:13
  and
• 12:13
  you're
• 12:14
  man,
• 12:14
  but
• 12:14
  something's
• 12:15
  working.
• 12:15
  Right.
• 12:15
  They're
• 12:16
  getting
• 12:16
  my
• 12:16
  people
• 12:17
  to
• 12:17
  do
• 12:18
  something
• 12:18
  for
• 12:19
  me,
• 12:19
  but
• 12:20
  it's
• 12:20
  what
• 12:20
  isn't,
• 12:21
  because
• 12:21
  I
• 12:21
  don't
• 12:21
  think
• 12:21
  it
• 12:22
  really
• 12:22
  is.
• 12:23
  So
• 12:23
  I
• 12:24
  really
• 12:24
  think
• 12:24
  that
• 12:24
  this
• 12:24
  is
• 12:25
  where
• 12:25
  understanding
• 12:26
  how
• 12:27
  the
• 12:27
  intentionality
• 12:28
  and
• 12:28
  the
• 12:28
  impact
• 12:29
  of
• 12:29
  one
• 12:30
  doing
• 12:30
  it,
• 12:31
  I
• 12:31
  wouldn't
• 12:31
  say
• 12:32
  wrong,
• 12:32
  but
• 12:32
  doing
• 12:33
  it
• 12:33
  kind
• 12:33
  of
• 12:33
  all
• 12:34
  over
• 12:34
  the
• 12:34
  place
• 12:35
  versus
• 12:35
  doing
• 12:36
  it
• 12:36
  with
• 12:36
  this
• 12:36
  intention
• 12:37
  in
• 12:37
  mind.
• 12:38
  Can
• 12:38
  one
• 12:39
  save
• 12:39
  you
• 12:39
  those
• 12:40
  30
• 12:40
  minutes,
• 12:40
  40
• 12:41
  minutes
• 12:41
  that
• 12:41
  somebody's
• 12:42
  booked
• 12:42
  on
• 12:42
  your
• 12:42
  calendar
• 12:43
  and
• 12:43
  end
• 12:43
  up
• 12:43
  being
• 12:44
  completely
• 12:44
  unqualified?
• 12:45
  So
• 12:45
  save
• 12:46
  you
• 12:46
  that
• 12:46
  time.
• 12:47
  But
• 12:47
  also
• 12:47
  Save
• 12:47
  you
• 12:48
  time
• 12:48
  and
• 12:48
  being
• 12:48
  like
• 12:49
  it's
• 12:49
  working.
• 12:49
  But
• 12:50
  I
• 12:50
  think,
• 12:50
  I
• 12:50
  don't
• 12:50
  know
• 12:51
  is
• 12:51
  it
• 12:51
  not
• 12:51
  working?
• 12:52
  I.
• 12:52
  I
• 12:52
  think
• 12:52
  that's
• 12:52
  the
• 12:53
  part
• 12:53
  that
• 12:53
  is
• 12:53
  really
• 12:56
  how
• 12:56
  this
• 12:57
  can
• 12:57
  compound
• 12:58
  improperly
• 12:59
  for
• 12:59
  you.
• 13:00
  Yeah,
• 13:00
  yeah.
• 13:00
  I
• 13:01
  mean
• 13:01
  and
• 13:01
  I'll
• 13:01
  talk
• 13:01
  about
• 13:02
  how
• 13:02
  it
• 13:02
  came
• 13:02
  compound.
• 13:02
  Great.
• 13:03
  I'm
• 13:03
  gonna
• 13:03
  give
• 13:03
  an
• 13:03
  example
• 13:04
  because
• 13:04
  I
• 13:04
  just
• 13:05
  had,
• 13:06
  I
• 13:06
  was
• 13:06
  telling
• 13:06
  Rachel
• 13:07
  that
• 13:07
  we
• 13:07
  just
• 13:07
  got
• 13:07
  another
• 13:08
  quiz
• 13:08
  client
• 13:09
  discovery
• 13:09
  call
• 13:09
  booked.
• 13:10
  And
• 13:10
  it's
• 13:10
  funny
• 13:10
  because
• 13:11
  I
• 13:12
  worked
• 13:12
  on
• 13:12
  last
• 13:12
  year
• 13:13
  specifically
• 13:13
  creating
• 13:14
  evergreen
• 13:14
  YouTube
• 13:15
  videos
• 13:16
  that
• 13:17
  hit
• 13:17
  each
• 13:18
  one
• 13:18
  of
• 13:18
  those
• 13:18
  problem
• 13:19
  stage
• 13:19
  awareness.
• 13:20
  And
• 13:21
  because
• 13:21
  of
• 13:22
  how
• 13:22
  they're
• 13:22
  crafted
• 13:22
  and
• 13:23
  because
• 13:23
  they're
• 13:23
  evergreen
• 13:24
  and
• 13:24
  because
• 13:24
  I
• 13:24
  made
• 13:24
  sure
• 13:25
  that
• 13:25
  their
• 13:25
  SEO
• 13:25
  searchable.
• 13:26
  Even
• 13:26
  a
• 13:26
  year
• 13:27
  later
• 13:27
  they're
• 13:27
  still
• 13:27
  bringing
• 13:28
  in
• 13:28
  clients
• 13:28
  and
• 13:28
  converting
• 13:29
  them.
• 13:29
  So
• 13:29
  I
• 13:29
  kind
• 13:29
  of
• 13:29
  just
• 13:30
  to
• 13:30
  bring
• 13:30
  you
• 13:30
  through
• 13:31
  it
• 13:31
  and
• 13:31
  I
• 13:31
  hope
• 13:31
  I
• 13:32
  get
• 13:32
  it
• 13:32
  in
• 13:32
  the
• 13:32
  right
• 13:32
  order.
• 13:33
  Rachel,
• 13:33
  you
• 13:33
  can
• 13:33
  tell
• 13:33
  me
• 13:34
  if
• 13:34
  I'm
• 13:34
  wrong.
• 13:34
  But
• 13:34
  the
• 13:35
  first
• 13:35
  video
• 13:35
  I
• 13:36
  did
• 13:36
  was
• 13:36
  ditch
• 13:37
  the
• 13:37
  dusty
• 13:38
  freebie.
• 13:38
  Tried
• 13:38
  this
• 13:39
  instead
• 13:39
  of
• 13:39
  instead.
• 13:39
  So
• 13:40
  that
• 13:40
  was
• 13:40
  a
• 13:40
  more
• 13:41
  problem
• 13:41
  aware.
• 13:41
  They
• 13:41
  know
• 13:42
  their
• 13:42
  lead
• 13:42
  magnet
• 13:42
  is
• 13:43
  not
• 13:43
  converting
• 13:43
  so
• 13:44
  they're
• 13:44
  going
• 13:44
  to
• 13:44
  watch
• 13:44
  this.
• 13:46
  And
• 13:46
  then
• 13:46
  my
• 13:47
  next
• 13:47
  video
• 13:47
  was
• 13:48
  the
• 13:48
  future
• 13:49
  of
• 13:49
  lead
• 13:49
  magnets.
• 13:50
  So
• 13:50
  that
• 13:50
  was
• 13:50
  me
• 13:51
  presenting
• 13:51
  them
• 13:51
  with
• 13:52
  the
• 13:52
  possibilities.
• 13:53
  And
• 13:53
  one,
• 13:53
  you
• 13:53
  know,
• 13:53
  I
• 13:53
  covered
• 13:54
  a
• 13:54
  bunch
• 13:54
  but
• 13:54
  one
• 13:54
  of
• 13:54
  them
• 13:55
  was
• 13:55
  the
• 13:55
  quiz
• 13:55
  which
• 13:55
  was
• 13:56
  I
• 13:56
  was,
• 13:56
  I
• 13:56
  was
• 13:56
  trying
• 13:57
  to
• 13:57
  do
• 13:58
  and
• 13:58
  that
• 13:58
  was
• 13:58
  kind
• 13:58
  of
• 13:59
  showing
• 13:59
  them
• 13:59
  getting
• 13:59
  them
• 13:59
  kind
• 14:00
  of
• 14:00
  more
• 14:00
  solution
• 14:00
  aware.
• 14:01
  And
• 14:02
  then
• 14:02
  the
• 14:02
  next
• 14:02
  one
• 14:02
  I
• 14:03
  did
• 14:03
  was
• 14:03
  how
• 14:03
  to
• 14:04
  build
• 14:04
  how
• 14:05
  I
• 14:05
  build
• 14:05
  a
• 14:05
  high
• 14:05
  converting
• 14:06
  quiz
• 14:06
  funnel
• 14:07
  where
• 14:07
  I
• 14:07
  walk
• 14:07
  through
• 14:07
  a
• 14:08
  client's
• 14:09
  build
• 14:09
  and
• 14:10
  how
• 14:10
  we
• 14:10
  actually
• 14:11
  executed
• 14:11
  it,
• 14:11
  all
• 14:12
  the
• 14:12
  steps.
• 14:13
  And
• 14:13
  then
• 14:13
  the
• 14:13
  last
• 14:14
  one
• 14:14
  was
• 14:15
  fix
• 14:16
  these
• 14:16
  quiz
• 14:17
  funnel
• 14:17
  leaks.
• 14:18
  And
• 14:18
  that
• 14:18
  was
• 14:18
  really,
• 14:19
  really
• 14:19
  authority
• 14:19
  building
• 14:20
  because
• 14:20
  I
• 14:20
  was
• 14:20
  doing
• 14:21
  an
• 14:21
  audit
• 14:21
  on
• 14:21
  someone's
• 14:22
  quiz
• 14:22
  funnel
• 14:22
  and
• 14:22
  I
• 14:23
  showed
• 14:23
  them
• 14:23
  all
• 14:23
  the
• 14:23
  ways
• 14:24
  that
• 14:24
  they
• 14:24
  could
• 14:24
  tweak
• 14:25
  the
• 14:25
  things
• 14:25
  to
• 14:26
  convert
• 14:26
  it.
• 14:26
  And
• 14:27
  those
• 14:27
  four
• 14:27
  pieces
• 14:28
  of
• 14:28
  content
• 14:29
  do
• 14:29
  so
• 14:29
  much
• 14:30
  work
• 14:30
  for
• 14:30
  me
• 14:30
  and
• 14:30
  I
• 14:30
  don't
• 14:31
  have
• 14:31
  to
• 14:31
  touch
• 14:31
  it
• 14:31
  again.
• 14:31
  But
• 14:32
  those
• 14:32
  are.
• 14:33
  That's
• 14:33
  the
• 14:33
  power
• 14:34
  of
• 14:34
  creating
• 14:35
  content
• 14:35
  with
• 14:35
  a
• 14:36
  purpose.
• 14:37
  Yes,
• 14:37
  exactly.
• 14:38
  And
• 14:38
  it's
• 14:38
  with
• 14:39
  that
• 14:39
  customer
• 14:40
  awareness
• 14:40
  in
• 14:41
  mind
• 14:41
  too.
• 14:42
  And
• 14:42
  I
• 14:42
  will
• 14:43
  tell,
• 14:43
  I
• 14:43
  mean
• 14:43
  any
• 14:44
  one
• 14:44
  of
• 14:44
  my
• 14:44
  lead
• 14:45
  or
• 14:45
  my
• 14:46
  email
• 14:47
  clients,
• 14:47
  specifically
• 14:48
  the
• 14:48
  ones
• 14:49
  that
• 14:49
  I
• 14:49
  do
• 14:49
  audits
• 14:50
  for
• 14:50
  in
• 14:50
  the
• 14:50
  align
• 14:51
  lead
• 14:51
  formula,
• 14:52
  I'd
• 14:53
  say
• 14:53
  you
• 14:53
  have
• 14:54
  to
• 14:54
  know
• 14:55
  how
• 14:55
  your
• 14:56
  customer
• 14:56
  or
• 14:57
  how
• 14:57
  your
• 14:57
  prospect
• 14:59
  thinks
• 15:00
  when
• 15:00
  they
• 15:00
  are
• 15:00
  completely
• 15:01
  unaware
• 15:01
  of
• 15:02
  what
• 15:02
  the
• 15:02
  actual
• 15:03
  problem
• 15:04
  is
• 15:04
  and
• 15:05
  what
• 15:05
  they're
• 15:05
  also
• 15:06
  thinking
• 15:06
  once
• 15:06
  you've
• 15:07
  given
• 15:07
  them
• 15:07
  what
• 15:08
  are
• 15:08
  those
• 15:08
  little
• 15:08
  flips
• 15:09
  of
• 15:09
  a
• 15:09
  switch
• 15:09
  that
• 15:09
  they
• 15:10
  go
• 15:10
  oh,
• 15:11
  okay,
• 15:12
  I
• 15:13
  did
• 15:13
  a
• 15:13
  quiz
• 15:14
  but
• 15:14
  this
• 15:14
  is
• 15:15
  why
• 15:15
  I
• 15:16
  have
• 15:16
  these
• 15:16
  three
• 15:16
  leaks.
• 15:17
  You're
• 15:17
  guiding
• 15:18
  them
• 15:18
  very
• 15:19
  intentionally.
• 15:19
  Through
• 15:20
  that
• 15:20
  awareness
• 15:21
  journey,
• 15:22
  which
• 15:22
  ultimately
• 15:23
  can
• 15:23
  be
• 15:23
  done
• 15:24
  through
• 15:24
  email,
• 15:25
  can
• 15:25
  be
• 15:25
  done
• 15:25
  through
• 15:26
  four
• 15:26
  different,
• 15:27
  you
• 15:27
  know,
• 15:27
  YouTube
• 15:28
  videos,
• 15:28
  can
• 15:29
  be
• 15:29
  done
• 15:29
  through
• 15:29
  all
• 15:29
  of
• 15:29
  these
• 15:30
  different
• 15:30
  things.
• 15:30
  And
• 15:30
  so
• 15:31
  I
• 15:31
  think
• 15:31
  it's
• 15:32
  just
• 15:32
  really
• 15:32
  the
• 15:33
  strategy
• 15:33
  that's
• 15:33
  layered
• 15:34
  into
• 15:34
  just
• 15:34
  knowing
• 15:36
  how
• 15:36
  your
• 15:37
  prospects
• 15:38
  think
• 15:38
  is
• 15:39
  one
• 15:40
  of
• 15:40
  the,
• 15:40
  I
• 15:40
  think
• 15:40
  the
• 15:40
  most
• 15:40
  important
• 15:41
  things
• 15:42
  that
• 15:42
  I
• 15:42
  tell
• 15:43
  all
• 15:43
  my
• 15:43
  clients
• 15:43
  and
• 15:43
  why
• 15:44
  we
• 15:44
  spend
• 15:44
  so
• 15:44
  much
• 15:45
  time
• 15:46
  talking
• 15:46
  about
• 15:46
  the
• 15:47
  various
• 15:47
  stages,
• 15:48
  talking
• 15:48
  about,
• 15:48
  okay,
• 15:49
  when
• 15:49
  they've
• 15:50
  achieved
• 15:51
  this
• 15:51
  level,
• 15:52
  what
• 15:52
  are
• 15:52
  they
• 15:53
  thinking
• 15:53
  here
• 15:53
  and,
• 15:53
  you
• 15:54
  know,
• 15:54
  making
• 15:54
  sure
• 15:54
  one
• 15:55
  their
• 15:55
  offers
• 15:55
  line
• 15:55
  up
• 15:56
  with
• 15:56
  that.
• 15:56
  Because
• 15:56
  that's
• 15:56
  another
• 15:57
  problem.
• 15:57
  If
• 15:57
  your
• 15:58
  offers
• 15:58
  don't
• 15:58
  line
• 15:59
  up
• 15:59
  with
• 15:59
  their
• 16:00
  awareness
• 16:02
  cycle,
• 16:02
  you
• 16:03
  could
• 16:03
  have
• 16:03
  a
• 16:03
  whole,
• 16:04
  you
• 16:04
  know,
• 16:05
  bunch
• 16:05
  of
• 16:05
  wasted
• 16:06
  time
• 16:06
  developing
• 16:07
  all
• 16:07
  of
• 16:07
  this
• 16:07
  stuff.
• 16:08
  And
• 16:09
  yeah,
• 16:09
  so
• 16:09
  I
• 16:09
  think
• 16:10
  it's
• 16:10
  one
• 16:10
  of
• 16:10
  the
• 16:10
  most
• 16:11
  important
• 16:11
  parts.
• 16:12
  So
• 16:12
  I
• 16:12
  think
• 16:12
  when
• 16:13
  you're
• 16:13
  digging
• 16:13
  into,
• 16:15
  you
• 16:15
  know,
• 16:16
  your
• 16:16
  content,
• 16:16
  don't
• 16:17
  start
• 16:17
  with
• 16:18
  the,
• 16:18
  well,
• 16:18
  my
• 16:19
  frequency
• 16:19
  is
• 16:19
  going
• 16:19
  to
• 16:20
  be
• 16:20
  this.
• 16:20
  My
• 16:21
  content
• 16:21
  is
• 16:21
  going
• 16:22
  to
• 16:22
  be
• 16:22
  this.
• 16:22
  Really,
• 16:23
  really,
• 16:24
  you
• 16:24
  know,
• 16:25
  get
• 16:26
  yourself
• 16:26
  into,
• 16:27
  what
• 16:27
  exactly
• 16:27
  is
• 16:28
  this
• 16:28
  going
• 16:28
  to
• 16:28
  serve
• 16:29
  in
• 16:29
  my
• 16:29
  business
• 16:29
  and
• 16:29
  what
• 16:30
  do
• 16:30
  I
• 16:30
  hope
• 16:30
  it's
• 16:30
  going
• 16:31
  to
• 16:31
  do?
• 16:31
  So
• 16:32
  do
• 16:32
  you
• 16:32
  want
• 16:32
  to
• 16:32
  cover
• 16:32
  the
• 16:33
  three
• 16:33
  soil
• 16:34
  rooting
• 16:35
  questions?
• 16:36
  Yeah.
• 16:36
  Yeah.
• 16:36
  So
• 16:37
  the
• 16:37
  three
• 16:37
  questions
• 16:38
  you
• 16:38
  should
• 16:38
  ask
• 16:38
  yourself
• 16:39
  before
• 16:39
  you
• 16:40
  sit
• 16:40
  down
• 16:40
  and
• 16:40
  create
• 16:41
  any
• 16:42
  type
• 16:42
  of
• 16:42
  content
• 16:42
  or
• 16:43
  content
• 16:43
  strategy
• 16:44
  or
• 16:44
  content
• 16:45
  plan
• 16:45
  is,
• 16:46
  what
• 16:46
  is
• 16:47
  my
• 16:47
  business
• 16:47
  focused
• 16:48
  on
• 16:49
  right
• 16:49
  now?
• 16:49
  So
• 16:50
  if
• 16:50
  you're
• 16:50
  selling
• 16:50
  a
• 16:50
  specific
• 16:51
  item,
• 16:51
  then
• 16:51
  that
• 16:52
  is
• 16:52
  your
• 16:52
  content
• 16:52
  pillar.
• 16:53
  If
• 16:53
  you're
• 16:53
  trying
• 16:53
  to
• 16:54
  point
• 16:54
  to
• 16:54
  a
• 16:54
  specific
• 16:54
  lead
• 16:55
  magnet,
• 16:55
  then
• 16:55
  all
• 16:56
  your
• 16:56
  content
• 16:56
  should
• 16:56
  be
• 16:56
  built
• 16:57
  around
• 16:57
  that.
• 16:58
  The
• 16:58
  next
• 16:59
  question
• 16:59
  should
• 17:00
  be,
• 17:00
  what
• 17:00
  does
• 17:00
  your
• 17:01
  ideal
• 17:01
  client
• 17:01
  currently
• 17:02
  believe
• 17:02
  that's
• 17:03
  keeping
• 17:03
  them
• 17:03
  stuck
• 17:04
  and
• 17:04
  what
• 17:04
  do
• 17:05
  you
• 17:05
  need
• 17:05
  to
• 17:05
  shift
• 17:06
  them
• 17:06
  to
• 17:06
  believe
• 17:07
  in
• 17:07
  instead?
• 17:08
  So
• 17:09
  what
• 17:09
  we,
• 17:09
  Rachel
• 17:10
  and
• 17:10
  I
• 17:10
  are
• 17:10
  doing
• 17:10
  here
• 17:11
  is
• 17:11
  we're
• 17:11
  trying
• 17:11
  to
• 17:11
  shift
• 17:12
  your
• 17:12
  belief
• 17:13
  that
• 17:14
  you
• 17:14
  can
• 17:14
  just
• 17:15
  show
• 17:15
  up
• 17:15
  and
• 17:15
  create
• 17:16
  a
• 17:16
  post
• 17:16
  on
• 17:16
  social
• 17:17
  media
• 17:17
  and
• 17:17
  it's
• 17:17
  going
• 17:17
  to
• 17:17
  do
• 17:18
  amazing
• 17:18
  things
• 17:18
  for
• 17:18
  your
• 17:18
  business.
• 17:19
  We're
• 17:19
  trying
• 17:19
  to
• 17:19
  shift
• 17:20
  your
• 17:20
  belief
• 17:20
  that
• 17:20
  it's
• 17:21
  a
• 17:21
  lot
• 17:21
  more
• 17:21
  layered,
• 17:22
  nuanced.
• 17:22
  There
• 17:22
  needs
• 17:22
  to
• 17:23
  be
• 17:23
  a
• 17:23
  lot
• 17:23
  more
• 17:23
  strategy
• 17:23
  and
• 17:24
  foundation
• 17:24
  behind
• 17:25
  that
• 17:25
  for
• 17:25
  your
• 17:25
  content
• 17:25
  to
• 17:26
  really
• 17:27
  stop
• 17:27
  being
• 17:27
  unemployed
• 17:28
  and
• 17:28
  start
• 17:28
  actually
• 17:29
  working
• 17:29
  for
• 17:29
  you
• 17:29
  and
• 17:29
  doing
• 17:30
  its
• 17:30
  job.
• 17:31
  And
• 17:31
  then
• 17:31
  question
• 17:31
  number
• 17:32
  three
• 17:32
  is,
• 17:32
  what
• 17:33
  is
• 17:33
  the
• 17:34
  one
• 17:34
  perspective
• 17:35
  or
• 17:35
  one
• 17:35
  truth
• 17:36
  or
• 17:36
  your
• 17:37
  different
• 17:37
  kind
• 17:37
  of
• 17:38
  view
• 17:38
  on
• 17:38
  this
• 17:38
  that
• 17:39
  you
• 17:39
  can
• 17:39
  bring
• 17:40
  to
• 17:40
  the
• 17:40
  conversation?
• 17:41
  And
• 17:41
  that's
• 17:41
  how
• 17:42
  you're
• 17:42
  going
• 17:42
  to
• 17:43
  attract
• 17:44
  not
• 17:44
  just
• 17:44
  leads,
• 17:45
  but
• 17:45
  the
• 17:45
  align
• 17:45
  leads
• 17:46
  that
• 17:46
  Rachel
• 17:46
  always
• 17:47
  talks
• 17:47
  about
• 17:47
  that,
• 17:48
  you
• 17:48
  know,
• 17:48
  align
• 17:48
  with
• 17:49
  your
• 17:49
  view
• 17:49
  on
• 17:50
  strategy.
• 17:50
  You
• 17:51
  know,
• 17:51
  if
• 17:51
  someone
• 17:51
  came
• 17:52
  to
• 17:52
  me
• 17:52
  and
• 17:52
  Rachel
• 17:52
  and
• 17:52
  they
• 17:53
  just
• 17:53
  wanted
• 17:53
  to
• 17:53
  create
• 17:53
  90
• 17:54
  posts
• 17:55
  a
• 17:55
  week
• 17:56
  and
• 17:56
  all
• 17:56
  of
• 17:57
  that,
• 17:57
  that
• 17:57
  doesn't
• 17:57
  Align
• 17:58
  with
• 17:58
  anything
• 17:58
  about
• 17:59
  us
• 17:59
  or
• 17:59
  what
• 17:59
  we
• 18:00
  think.
• 18:00
  So
• 18:01
  that's
• 18:01
  not
• 18:01
  who
• 18:01
  we're
• 18:01
  trying
• 18:02
  to
• 18:02
  talk
• 18:02
  to.
• 18:02
  And
• 18:02
  so
• 18:03
  we're
• 18:03
  bringing
• 18:03
  our
• 18:03
  unique
• 18:04
  perspective
• 18:04
  here
• 18:05
  where
• 18:05
  we
• 18:05
  really
• 18:06
  think
• 18:06
  it
• 18:06
  should
• 18:06
  be
• 18:06
  rooted
• 18:07
  in
• 18:07
  strategy,
• 18:07
  it
• 18:07
  should
• 18:08
  be
• 18:08
  intentional
• 18:08
  and
• 18:09
  that
• 18:09
  if
• 18:09
  you're
• 18:09
  creating
• 18:10
  the
• 18:10
  right
• 18:10
  type
• 18:10
  of
• 18:10
  content,
• 18:11
  it's
• 18:11
  not
• 18:11
  about
• 18:12
  quantity,
• 18:13
  it's
• 18:13
  really
• 18:13
  about
• 18:13
  solid
• 18:14
  content.
• 18:15
  Yeah.
• 18:15
  So
• 18:15
  what
• 18:16
  we
• 18:16
  want
• 18:16
  you
• 18:16
  to
• 18:16
  do
• 18:16
  with
• 18:16
  those
• 18:17
  three
• 18:17
  questions,
• 18:18
  I
• 18:18
  want
• 18:18
  you
• 18:18
  to
• 18:18
  kind
• 18:18
  of
• 18:19
  sit
• 18:19
  down,
• 18:20
  really
• 18:20
  get
• 18:21
  into
• 18:21
  that
• 18:21
  clear
• 18:22
  mind
• 18:22
  space,
• 18:24
  write
• 18:24
  down
• 18:25
  what
• 18:25
  your
• 18:25
  actual
• 18:26
  responses
• 18:26
  are.
• 18:27
  Take
• 18:27
  some
• 18:27
  time
• 18:27
  with
• 18:28
  the
• 18:28
  last
• 18:28
  two.
• 18:28
  Right
• 18:29
  now
• 18:29
  you
• 18:29
  really
• 18:29
  should
• 18:29
  know
• 18:30
  what
• 18:30
  your
• 18:30
  business
• 18:30
  is
• 18:30
  focused
• 18:31
  on.
• 18:31
  So
• 18:31
  that
• 18:31
  should
• 18:31
  be
• 18:31
  a
• 18:32
  quick
• 18:32
  that
• 18:32
  one.
• 18:33
  But
• 18:33
  really
• 18:33
  the
• 18:34
  last
• 18:34
  two,
• 18:34
  you
• 18:34
  know,
• 18:35
  what
• 18:35
  is
• 18:35
  my
• 18:35
  ideal
• 18:35
  client
• 18:36
  currently
• 18:37
  believe
• 18:37
  and
• 18:38
  then
• 18:38
  what
• 18:38
  is
• 18:38
  your
• 18:39
  unique
• 18:39
  value?
• 18:40
  Really?
• 18:41
  Take
• 18:41
  some
• 18:41
  time
• 18:42
  there.
• 18:43
  I
• 18:43
  think
• 18:43
  one
• 18:43
  of
• 18:44
  the
• 18:44
  most
• 18:44
  important
• 18:44
  things
• 18:45
  though
• 18:45
  is
• 18:45
  root
• 18:45
  it
• 18:46
  into
• 18:46
  your
• 18:46
  business
• 18:47
  focus.
• 18:47
  So
• 18:47
  if
• 18:47
  your
• 18:47
  business
• 18:48
  is
• 18:48
  focused
• 18:48
  on,
• 18:49
  I'll
• 18:49
  use
• 18:49
  me,
• 18:49
  for
• 18:49
  example,
• 18:51
  my
• 18:52
  align
• 18:52
  lead
• 18:52
  formula.
• 18:53
  I'm
• 18:54
  not
• 18:54
  gonna
• 18:55
  be
• 18:55
  saying
• 18:55
  what
• 18:55
  is
• 18:56
  my
• 18:56
  current
• 18:56
  ideal
• 18:56
  client?
• 18:58
  Where
• 18:58
  are
• 18:58
  they
• 18:58
  getting
• 18:58
  stuck?
• 18:59
  I'm
• 18:59
  not
• 18:59
  gonna
• 19:00
  be
• 19:00
  talking
• 19:00
  to
• 19:00
  them
• 19:01
  about,
• 19:02
  I
• 19:03
  don't
• 19:03
  know,
• 19:03
  something
• 19:03
  non
• 19:04
  email
• 19:04
  marketing
• 19:05
  related
• 19:05
  or
• 19:06
  something
• 19:06
  not
• 19:06
  in
• 19:07
  the
• 19:07
  growth
• 19:07
  section
• 19:08
  of
• 19:09
  the
• 19:09
  email
• 19:10
  strategy.
• 19:10
  You
• 19:11
  wanna
• 19:11
  make
• 19:11
  sure
• 19:11
  that
• 19:12
  you're
• 19:12
  stacking
• 19:12
  these
• 19:13
  two.
• 19:13
  So
• 19:13
  if
• 19:14
  you're,
• 19:14
  you're
• 19:14
  focused
• 19:14
  on
• 19:15
  a
• 19:15
  product,
• 19:15
  you're
• 19:16
  not
• 19:16
  gonna
• 19:16
  be
• 19:16
  talking
• 19:16
  to
• 19:17
  the
• 19:17
  person
• 19:17
  who's
• 19:17
  most
• 19:18
  likely
• 19:18
  gonna
• 19:18
  be
• 19:18
  buying
• 19:19
  retainers
• 19:19
  from
• 19:19
  you.
• 19:20
  If
• 19:20
  you're
• 19:21
  focused
• 19:21
  on
• 19:21
  a
• 19:21
  product,
• 19:22
  you
• 19:22
  really
• 19:22
  want
• 19:23
  to
• 19:23
  be
• 19:23
  able
• 19:23
  to
• 19:23
  have
• 19:23
  that
• 19:24
  one
• 19:24
  unique
• 19:24
  shift
• 19:25
  that's
• 19:25
  going
• 19:25
  to
• 19:25
  give
• 19:25
  somebody
• 19:26
  that
• 19:26
  confidence
• 19:26
  to
• 19:27
  then
• 19:27
  buy
• 19:28
  the
• 19:28
  product
• 19:28
  and
• 19:29
  not
• 19:29
  need
• 19:29
  you
• 19:29
  to
• 19:30
  walk
• 19:30
  them
• 19:30
  through
• 19:30
  it
• 19:30
  kind
• 19:31
  of
• 19:31
  thing.
• 19:31
  So
• 19:32
  make
• 19:33
  sure
• 19:33
  that
• 19:33
  that
• 19:34
  context
• 19:35
  is
• 19:35
  in
• 19:36
  your
• 19:36
  journaling
• 19:37
  efforts.
• 19:38
  We
• 19:38
  have
• 19:38
  put
• 19:38
  together
• 19:39
  a
• 19:39
  guide
• 19:39
  that
• 19:39
  is
• 19:40
  walking
• 19:40
  you
• 19:40
  through
• 19:41
  this
• 19:41
  entire
• 19:42
  process.
• 19:43
  Not
• 19:43
  only
• 19:43
  how
• 19:43
  to
• 19:44
  build
• 19:44
  your
• 19:44
  soil,
• 19:45
  but
• 19:45
  also
• 19:45
  how
• 19:46
  to
• 19:46
  create
• 19:47
  your
• 19:47
  first,
• 19:47
  what
• 19:48
  we
• 19:48
  call
• 19:48
  seed
• 19:48
  content.
• 19:49
  So
• 19:49
  those
• 19:49
  big
• 19:50
  pieces
• 19:50
  of
• 19:50
  evergreen
• 19:51
  content
• 19:51
  that
• 19:51
  can
• 19:52
  continue
• 19:52
  working
• 19:52
  for
• 19:53
  you
• 19:53
  year
• 19:53
  after
• 19:53
  year
• 19:54
  and
• 19:55
  really
• 19:55
  understand
• 19:56
  how
• 19:56
  we
• 19:56
  view
• 19:56
  this
• 19:57
  whole
• 19:57
  content
• 19:57
  ecosystem.
• 19:59
  And
• 20:00
  we
• 20:00
  really
• 20:00
  love
• 20:00
  it.
• 20:00
  It's
• 20:01
  super
• 20:01
  practical.
• 20:01
  It's
• 20:02
  got
• 20:02
  Rachel's
• 20:03
  beautiful
• 20:03
  strategic
• 20:04
  brain
• 20:04
  into
• 20:04
  the
• 20:05
  questions.
• 20:05
  So
• 20:06
  if
• 20:06
  you
• 20:06
  those
• 20:07
  three
• 20:07
  questions
• 20:07
  that
• 20:07
  we
• 20:07
  prompt
• 20:08
  you,
• 20:08
  there's
• 20:08
  a
• 20:08
  couple
• 20:08
  of
• 20:08
  more
• 20:09
  in
• 20:09
  that
• 20:09
  guide
• 20:09
  to
• 20:09
  help
• 20:09
  you
• 20:10
  with
• 20:10
  that
• 20:10
  and
• 20:10
  we
• 20:11
  hope
• 20:11
  you
• 20:11
  check
• 20:11
  it
• 20:11
  out.
• 20:12
  Rich,
• 20:12
  you
• 20:12
  want
• 20:12
  to
• 20:12
  wrap
• 20:13
  us
• 20:13
  up
• 20:13
  for
• 20:13
  today?
• 20:14
  Yeah.
• 20:15
  So
• 20:15
  go
• 20:15
  grab
• 20:15
  our
• 20:16
  guide,
• 20:16
  the
• 20:16
  Rooted
• 20:17
  Content
• 20:17
  ecosystem
• 20:18
  guide.
• 20:18
  And
• 20:19
  if
• 20:20
  you
• 20:20
  enjoyed
• 20:21
  this
• 20:21
  episode,
• 20:21
  share
• 20:21
  it
• 20:22
  with
• 20:22
  the
• 20:22
  business
• 20:22
  bestie.
• 20:23
  As
• 20:23
  always,
• 20:24
  let
• 20:24
  us
• 20:25
  know,
• 20:25
  say
• 20:25
  hi
• 20:26
  to
• 20:26
  us,
• 20:26
  pop
• 20:27
  into
• 20:27
  our
• 20:27
  dms,
• 20:28
  send
• 20:29
  us
• 20:29
  an
• 20:29
  email
• 20:29
  you
• 20:30
  know,
• 20:30
  always
• 20:30
  a
• 20:30
  fan
• 20:31
  of
• 20:31
  emails
• 20:31
  over
• 20:31
  here.
• 20:33
  Leave
• 20:33
  us
• 20:33
  a
• 20:34
  review.
• 20:34
  They
• 20:34
  do
• 20:34
  help
• 20:35
  the
• 20:35
  show
• 20:35
  grow.
• 20:36
  And
• 20:37
  until
• 20:37
  next
• 20:38
  time,
• 20:39
  we're
• 20:39
  rooting.