Latest / Success Story with Scott Clary / Lessons - The Hidden Metrics That Predict Creator Success | Gary Lipovetsky - Influencer Content Strategist

Transcript

Lessons - The Hidden Metrics That Predict Creator Success | Gary Lipovetsky - Influencer Content Strategist · Success Story with Scott Clary

• 0:00
  In this lessons episode, explore the three main reasons people become creators,
• 0:04
  passion, independence, or wealth, and how each path demands a different mindset.
• 0:08
  Learn why defining your goal shapes your strategy.
• 0:11
  How creator income can become more reliable than a traditional job through diverse revenue sources,
• 0:15
  and why early success depends on creating consistently rather than chasing quick results.
• 0:30
  Why do people want to become famous? You built an entire community around people wanting to
• 0:34
  build audiences. So what is the average, what is the average person? You're talking about
• 0:39
  creator method. Looking to achieve when they want to become famous. So there's three buckets.
• 0:45
  I just talked about this with our community. I have weekly calls with them and I do some
• 0:49
  one-on-ones with them. So there's three buckets. One is a hobbyist and typically it's a hobbyist
• 0:56
  who has who's just independently financially stable. They may have a spouse who's wealthy or
• 1:02
  they may come from a wealthy, multi-generation wealthy family. They want to create a
• 1:05
  outlet and money is no longer a currency for them because they have money. Their family has
• 1:12
  money. They don't need for anything. So for them, it's just like they want to contribute to the
• 1:17
  world. They want to create a outlet. They want to build a community. It's a pretty virtuous
• 1:22
  pursuit because they really have no intention to make money. They don't care if they do.
• 1:26
  If they do in this, you know, the people kind of in this first bucket, if they do it so bonus,
• 1:30
  they'll be able to go show their family. Hey, look, is this kind of the same avatar as somebody
• 1:34
  who sold a company? No, because somebody who sold a company went through a real hardship to get
• 1:38
  that done. I'm talking about like somebody who married well and they just want to build an audience.
• 1:43
  Yeah, they just want to, it's a hobby. They just want to have a hobby. They don't even have
• 1:47
  anything to prove. They just want to build a community. They want to have, I see it all the time.
• 1:52
  Like I see it, people who join us, they, and I don't say it in a negative way. I mean,
• 1:57
  they, they're financially sound. They have no need for money, but they want to make a difference
• 2:02
  in the world. They want to have a voice. They want to, they want to help. They have a cause.
• 2:06
  They have an art that they want to share with the world. So that's kind of one group.
• 2:12
  A second group are people who want to replace traditional employment income. So somebody who can
• 2:18
  make, let's say, I don't know, like on a very basic level, let's say an esthetician who would
• 2:25
  make $60,000 a year wants to make $100,000 a year being a creator who can set her own hours. I
• 2:32
  was going to say his own hours, but I don't know any male estheticians, but you know, she could
• 2:36
  set her own hours and she could have the independence of being an entrepreneur, being a creator,
• 2:39
  doing brand deals while creating community and, you know, having the benefits of the experiences
• 2:44
  that she's going to get, the fame, it's nice, it's pleasant, right? So that's kind of the second
• 2:48
  people who are just trying to replace employment income. And also how, and that's more stable than
• 2:52
  employment income because you don't know when you're going to get fired. It's so funny that you
• 2:56
  say that so casually. Like in your mind, because you live in this world, you just said creator
• 3:03
  income, which is really just solo, inertia in my mind, I think being a creator is a solo
• 3:08
  printer. You just said that creator income is more, is more steady, more reliable than employment
• 3:13
  income. But that is, that is such a flip from what most people believe. I mean, like most people
• 3:19
  will leave that they're in their nine to five and they have a branch out into a solo
• 3:22
  apprenticeship, creating, trying to monetize what they know, trying to monetize a brand because
• 3:26
  they feel like I tell you why, but remember that I have to tell you about bucket three. Yeah,
• 3:30
  because otherwise I'll forget about bucket three. Okay, do bucket three, but they're going to
• 3:33
  just telling you the first. Yes, no, I'll come back. It's a bucket two. Yes. So in bucket three,
• 3:36
  are the people who want to hit the grand slams. Those are the people who want like they,
• 3:42
  it's they want fame, but they want the money that comes with it. They want to make millions of dollars
• 3:47
  a year. They want to have they want to be celebrities. They want the experiences. They want the
• 3:53
  cloud. They want the respect. They want the fans. They want it all. They want they want to build
• 3:58
  generational wealth, becoming a creator or an influencer or celebrity, whatever you want to call it.
• 4:06
  So those are the three buckets, right? The hobbyist who is already financially sound and they
• 4:09
  don't need the money, but they want to share their love of whatever with the world. Okay,
• 4:13
  and that's great. Number two are people who want to, you know, replace employment income with
• 4:20
  to your point solo apprenticeship. And then there's bucket three, which are people who they want
• 4:24
  to go for it. They want it all, right? And it's a lot of the times when I have my like, so what we do
• 4:30
  with like with creator method, we also have like consulting clients. So they come to last when they
• 4:34
  kind of go aside and we do consulting with them. And I start the conversation like these are
• 4:39
  the three buckets, which one are you? Tell me which one you are because the advice that I'm going
• 4:42
  to be giving you and the processes and the mindset that I'm going to build in you is going to be
• 4:48
  based on your desired outcome. It needs to, so your actions need to map to your desired outcome.
• 4:52
  Otherwise, it makes no sense. So if you want to go, if you're in bucket three, okay,
• 4:56
  then here's your strategy. I have a question just between that. I understand that. But does bucket
• 5:01
  it people going to bucket three? Most of them do not feel like they should just reevaluate
• 5:07
  their north star and actually end up in bucket two. Like do you feel like it's actually
• 5:12
  viable for most creators to say, I want to build a hundred million dollar creator brand.
• 5:17
  I believe that anyone can get to bucket two. Yes, that's bucket, but the hundred million dollar
• 5:23
  bucket three bucket three requires. It requires. I want to say talent, but it just requires
• 5:32
  like a lot of sacrifice, a lot of sacrifice. It really does. It requires like endless amounts of
• 5:38
  work, dedication, being able to sacrifice, being able to say, you know what, I love my kids,
• 5:43
  and it hurts my heart every time I have to like be away from them. But in order to achieve
• 5:48
  it, I want to achieve that I have to do it. And that's like a constant struggle that Valeria has
• 5:52
  where it's like, Valeria could literally be gone all the time. If she said yes to the things that
• 5:58
  she could say, you know, she could potentially say yes to the would drive her career even further.
• 6:04
  But she has to say no to most things because she doesn't want to be away from the kids. And so it's
• 6:07
  this constant Valeria, you should go to this me telling her and she says, no, I want to be at home with
• 6:12
  the kids because at the end of the day, she's still just a mom. She's a normal mom. Not when I say
• 6:16
  just a mom. I don't mean that in a derogatory way. I mean, she's a mom. That's a priority. Yeah,
• 6:20
  she's down as a priority. And I always have this like debate with her and I say to her Valeria,
• 6:26
  you will do more for our children by continuing to achieve and setting the example for them.
• 6:33
  Then you will by sitting home with them. You're not gonna, but then she's like, I'm gonna miss it.
• 6:37
  I'm gonna miss. They're gonna be older. I'm gonna miss it. And she's right to a certain degree.
• 6:41
  So it's a matter of finding the balance. But like going back to this whole bucket three thing is
• 6:47
  I believe people can achieve it. But the amount of sacrifice they need to
• 6:52
  to make is is off the charts. But I think bucket two is very very attainable. You said something
• 6:58
  about how you thought I said it casually how it's like I said that, you know, creator income is
• 7:02
  more stable than employment income. Because with employment income, you're relying on essentially
• 7:07
  you're one client, right? You're employer. But with creator income, you are, you're essentially,
• 7:15
  you have multiple sources of revenue, whether it's, you know, brand deals, whether you have a subscription
• 7:18
  plan, like a subscription that you offer, whether you have a book, whether you have a podcast,
• 7:27
  there are a number of ways that a podcast is still it's still advertisers, right? It's just a different
• 7:31
  kind of medium and a different cohort. But yeah, I mean, so yeah, so like bucket two,
• 7:39
  I believe that it is it is more stable. I believe the income is far more stable because
• 7:46
  it just takes a little bit of time like to become an employee, you don't have to build the asset
• 7:52
  of a personal brand. You don't have to build a community and audience. So you can go directly from
• 7:57
  whatever it is you've learned how to do into being an employee and the the distance between
• 8:02
  knowledge acquisition, right? And employment, it's fairly small. You can get your diploma or degree,
• 8:08
  you get a little bit of experience, you can go and monetize that in the form of employment right
• 8:12
  away, which is great. And I'm not knocking that. But then in order to get the equivalent of
• 8:17
  employment income, you have to go through this period of time where you're being both an employee
• 8:21
  and in the evenings, you're trying to get scale as a creator until you hit that inflection point
• 8:26
  where you can say, okay, now I can switch over into being a full time creator. It's that pain
• 8:31
  that people don't want. And so that's what stops a lot of people. It's that pain. The other thing
• 8:36
  that stops a lot of people from pursuing this is their own uncertainty. One of the reasons that
• 8:40
  Valeria succeeded. And I don't like taking credit for my wife's accomplishments. But I'll take
• 8:46
  credit in this case because when she started, I told her you're a star. I told her that your bucket
• 8:54
  three, I hadn't established buckets in my mind yet at the time, but I said that you are going to be
• 8:58
  a household name. You have the ability to do it. You have the talent to do it. And you, you know,
• 9:04
  you're, I said, or I said, your life documenting your life will be your art. And she, she calls me
• 9:09
  on that every now and then she reminds me, remember you said that shit to me. Yeah. And so like that,
• 9:13
  and I said to her, you don't have to do it. You don't have to do it. But when I saw that first $10,000
• 9:20
  check come in. And then we're kind of, I'm weaving, right? That first $10,000 check came in.
• 9:26
  That was unexpected. And I can get that story in a second. But when that first brand deal came in
• 9:30
  and it woke me up to what she was doing and I looked into it and I was like, listen,
• 9:35
  if you want to do this as a business, we can do this and you can go all the way. And I'm here for
• 9:42
  you. And I'm going to support you. And we're going to build a business. And you know, I said,
• 9:45
  or you don't have to, you really don't have to. Because when I met Valeria,
• 9:51
  it never crossed my mind what she would do for a living. Like it, I didn't even think about it.
• 9:55
  Like looking back now is probably responsible with me. I just, I met a, I met a girl. She was
• 10:00
  amazing. And you'd already, when you met her, you'd already had a ton of career success. You had,
• 10:05
  I wasn't dead out of deal find by that time. Yeah. It was right. It was, I met her at the same time.
• 10:10
  I literally, on our first date, I was taking calls with the buyers, the people who bought
• 10:18
  the equity in that company. Yeah. On our first date. So I had to step away and deal with that.
• 10:22
  So it was like happening right at the same time. But, but yeah, like I basically told her,
• 10:26
  I said, like, you don't have to do this. You don't, like you don't. But if you do this, like,
• 10:31
  you know, I just, I gave her that confidence. And what I'm seeing right now is that a lot of
• 10:35
  people who are, a lot of people want this more people want this now than they did back in 2017.
• 10:39
  When Larry started, I mean, it's really exploded. But, you know, I tell, I can see that what's
• 10:46
  holding people back is the fact that they don't have that support. They don't have that person or
• 10:50
  group of people or peer group telling them, no, no, no. Well, because most people, I mean, like,
• 10:55
  if we're going to be candid, most people that are, are looking to be creators,
• 10:59
  cannot just not worry about income, like they have to worry about it.
• 11:03
  Valeria had that advantage. He didn't have to worry about it. Come here. So that, I think that,
• 11:06
  that is a huge factor. So I'm just curious, if you could, if you could even help a creator
• 11:13
  set benchmarks in their journey, so that when they start to create and they start to see some
• 11:20
  traction, what should they look for as like a positive KPI that they're on the right track to
• 11:24
  eventually quit? So because they'll be doing this, you know, from five to nine after the
• 11:31
  job, they'll be doing it on the weekends. And I think that the biggest question mark that they'll
• 11:35
  have, like you mentioned this is, and, and the biggest pain that they'll have is, I don't know
• 11:42
  when I should make the jump into full-time creator because I still have to pay rent or my mortgage
• 11:47
  or feed my family at the end of the month. Okay. So, okay. Remind, what's the first question?
• 11:51
  I want to ask the first question. The first question is, what markers or KPI's should a creator look
• 11:57
  for that they're on the right track? So when they're first starting, their KPI is creating content
• 12:03
  and posting it. So here's what happens. They go in, they'll do three posts on the start analyzing
• 12:08
  data. Well, the algorithm didn't like this one or this didn't perform as well, so I shouldn't
• 12:12
  do this for a minute. No, no, no, none of that. If you haven't started yet, first thing you need to
• 12:18
  do, okay, the first thing you need to do is you need to establish, what am I interested in?
• 12:23
  What am I good at? And what is there a demand for? And then you take those three things, okay, you
• 12:31
  you figure out what your content buckets are, you do research, you figure out what your formats
• 12:35
  are going to be, okay, we could be one format, it could be two or three to begin with. You look at
• 12:40
  other successful creators in, again, once you've done the cross, once you've done the cross reference
• 12:45
  analysis of what you're good at, what you're interested in, and what there's market demand for,
• 12:51
  you then go, you set up your content plan, you start executing it, executing on it.
• 12:56
  The KPI to look for is the creation of the content, make 300 posts because you have to do the reps,
• 13:02
  you have to build a muscle, you have to get confident in front of the camera, whatever format
• 13:05
  you're doing, if you're doing fashion, you have to be comfortable showing what you're wearing,
• 13:09
  you have to be comfortable talking, you have to be comfortable if you're making food content,
• 13:13
  making your food, doing whatever, whatever it is you're doing, really the achievement is the
• 13:18
  creation and deployment of the content, and that's what a lot of creators they don't do. It's like
• 13:23
  going to university and on day one, sitting in class after an hour, saying, where's my degree?
• 13:28
  Well, I don't have a degree. You haven't done the work. So that's really what it is. The first
• 13:34
  thing is like your first several hundred pieces. So what do they do instead? Because that to me is
• 13:37
  like when you're saying that, it makes so much sense because this is what I did with the show.
• 13:40
  Yeah. So now I have a nice little set, I'm recording with nice little cameras, this took me six
• 13:45
  years and about almost now I was looking, we're almost at 700, they published podcasts. I'm short
• 13:52
  one, some interviews. Yeah, but so a lot of people make the mistake of expecting what you have
• 13:59
  in a month after making 10 reels. So I've never seen any other industry like that where people
• 14:07
  are looking at it and saying, you know, I've had creators tell me I've been doing this for two
• 14:11
  weeks. You laugh as somebody who does this yourself. Yeah, but that's, but that's to a novice at the
• 14:18
  beginning, who's never done this, that's their expectation because they're looking at your day
• 14:23
  5,000 or whatever, day 3000. Yeah. That's what they're looking at. Thanks for tuning in. If you found
• 14:28
  this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you
• 14:32
  want to dive deeper into this conversation, check out the links in the description to watch the
• 14:37
  full episode. See you in the next one.