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EP362 Content Marketing ROI: What to Fix Before You Create More · Profit With A Plan

• 1:13
  Marcia Riner | Profit Booster®: Alright, business owners, we know you're wearing 57 hats these days, and working on so many different directions, but how do you create 12 months of content in just one month, when you barely have time to run your business?
• 1:27
  Marcia Riner | Profit Booster®: And how do you make those posts lead somewhere beyond the likes that really don't do much at all?
• 1:33
  Marcia Riner | Profit Booster®: We're talking about the systems that get that work off your plate, and how to decide what's worth your time, and what it takes to turn a month's worth of content into a year's worth of marketing. So keep watching on today's Profit with a Plan podcast.
• 1:52
  Marcia Riner | Profit Booster®: Hey entrepreneurs, are you working too hard for too little profit? Well, welcome to Profit with a Plan Podcast. We're the podcast where we help business owners grow smarter, increase profitability, and build a business that's worth more, whether you plan to keep it or sell it.
• 2:08
  Marcia Riner | Profit Booster®: I'm Marcia Riner, Business Growth Strategist and the Profit Booster behind Infinite Profit.
• 2:13
  Marcia Riner | Profit Booster®: Each week, I bring you practical strategies, expert insights, and real-world steps to help you grow revenue, improve margins, and build a stronger business.
• 2:23
  Marcia Riner | Profit Booster®: And today's episode is brought to you by Infinite Profit, where strategy turns into profitable growth.
• 2:30
  Marcia Riner | Profit Booster®: But before we jump in, I have something special for you.
• 2:33
  Marcia Riner | Profit Booster®: If your revenue is plateaued, or your marketing just isn't producing the return it should, well, go grab your free Profit Booster Growth Map.
• 2:42
  Marcia Riner | Profit Booster®: In just a couple of minutes, it'll help you identify where to bring in more qualified clients, and where those profit leaks may be costing you money. Go get yours after the show at ProfitBooster.biz. And by the way, there's no sales call required.
• 2:58
  Marcia Riner | Profit Booster®: Alright, let's get into today's conversation.
• 3:02
  Marcia Riner | Profit Booster®: My guest is Kenneth Kollasch. Kenneth is a third-generation entrepreneur and former franchise owner, and a certified business coach. He helps small business owners install 6 core systems through his small business flight plan, bringing structure to business where the owner is doing everything.
• 3:21
  Marcia Riner | Profit Booster®: With certifications in StoryBrand and Small Business Flight Plan, Kenneth brings a practical perspective on clearer marketing, better business decisions, and also explore his approach on 12 months of content in just one month.
• 3:40
  Marcia Riner | Profit Booster®: Kenneth, welcome to Profit with a Plan Podcast!
• 3:43
  Kenneth Kollasch: Yes, thank you, Marcia, for having me on. This is gonna be a great episode.
• 3:47
  Marcia Riner | Profit Booster®: Yeah, I'm excited about this! So, you know, it's… it's one of those… I… let me preface this, because it's been kind of a crazy day for me, but yeah, it's like…
• 3:56
  Marcia Riner | Profit Booster®: We all have those crazy days, right? We all have these things that we have to get done every day.
• 4:02
  Marcia Riner | Profit Booster®: And running a business, and running the marketing, and managing the team, and, you know, it just gets overwhelming. So when we look at things like, what kind of systems can we put in place that will make our life a little easier as business owners, I am all in to hear about them. So, super excited.
• 4:21
  Marcia Riner | Profit Booster®: So tell me, hey, you, you grew up in a family of business owners, and like I said in the introduction, you had ran a franchise yourself. What did those experiences teach you about why business owners end up doing everything?
• 4:36
  Kenneth Kollasch: Oh my gosh. Well, yeah, you're so right. I, I'm super, super grateful to be a third-generation entrepreneur. My grandparents and my parents are my heroes. I absolutely love the… the path that they paved and the imagination that they instilled in me and my…
• 4:51
  Kenneth Kollasch: siblings when we were growing up, and I think the funniest thing about, you know, I've not only grown up with, and literally was born into, I feel like, the entrepreneurial bug, but obviously nowadays, as a business coach, I work with small business founders all the time.
• 5:06
  Kenneth Kollasch: And I think the reason we find ourselves in these
• 5:09
  Kenneth Kollasch: cubbyholes of the founder stage, where everything has to be touched by us, and decided upon by us, and implemented by us. The reason that we are
• 5:22
  Kenneth Kollasch: we've got our hands in all the cookie jars, so to speak, is I feel like there's a sense of safety and security that comes for that. You know, a lot of people, they buy things for a lot of reasons, and Maslow's hierarchy of needs is a lot… kind of defines and puts language to a lot of those reasons that we buy, and
• 5:38
  Kenneth Kollasch: for us as founders, it's really no different. I feel like, in a way, those same reasons that people buy our products or purchase our services are the same reasons that we actually
• 5:50
  Kenneth Kollasch: put ourselves in a place where we control everything in our business, and everything, keeps us in that founder stage. So, yeah, a lot of reasons why we get there, but Maslow's Hierarchy of Needs is one of my favorite visuals and graphics for explaining, I think, why maybe we do that at different stages in our business.
• 6:10
  Marcia Riner | Profit Booster®: That's crazy, because it's… it's like we do. I think, you know, one of the perfect examples is we usually help people, like, in the coaching world, we help people with the things that, you know, we had trouble with, and we solved, and we went through. So I can imagine that if we're constantly doing these things in business that are keeping us tied and trapped to the business.
• 6:31
  Marcia Riner | Profit Booster®: That, you know, it's that vicious circle that just keeps going and going, right? We keep reliving the Groundhog Day every day.
• 6:40
  Kenneth Kollasch: Hey, shout out to that movie, that's a great, that's a great movie with Bill Murray. That's a solid one.
• 6:45
  Marcia Riner | Profit Booster®: I know, that's a fun one to know.
• 6:48
  Marcia Riner | Profit Booster®: Okay, so if the owner is stretched really thin, right, because they're wearing all these hats and doing all these things, what's the first system that you recommend, that they build, and then… and then how do you change their work week?
• 7:02
  Kenneth Kollasch: Yeah, I think one of the first things that we have to adopt at this point in time, as far as this recording is concerned, is a lot of us are so used to being the origin of all the ideas, and of all of the, the optimization of those ideas, and the implementation, and okay, what's the process, and what is the SOP, or the standard operating procedure, for how this thing is gonna run.
• 7:24
  Kenneth Kollasch: And a lot of the origin of those, not just ideas, but the implementation, tends to come from us as the owner.
• 7:30
  Kenneth Kollasch: And we do that with every…
• 7:32
  Kenneth Kollasch: aspect of our business, whether it's leadership decisions, or marketing decisions, or sales… sales decisions, calls, you know, etc, our new product offerings, you know, what are we gonna do for Mother's Day and Valentine's Day, and what's gonna be our fall special, you know? How we manage our teams, even how cash flow goes in around our business when we decide to invest in certain things and new strategies and software and such.
• 7:56
  Kenneth Kollasch: all of these topics and sections of the business that I just mentioned tend to originate with us as the founder, or us as the owner. And one of the first things that I think somebody needs to do, or the system that they need to create, is actually an awareness system, and,
• 8:14
  Kenneth Kollasch: a lot of times what I… the reason that that's the place that I have people start with is so that way they understand how much and how many plates we literally are juggling on a daily basis, and in a way to, like, visualize how crazy that is, and that there's a tangible reason you feel overwhelmed, or you feel stressed, or you're waking up in the middle of the night thinking about payroll or something, like.
• 8:37
  Kenneth Kollasch: It's because there are literally that many plates spinning,
• 8:41
  Kenneth Kollasch: In the air, all at once.
• 8:43
  Marcia Riner | Profit Booster®: Yeah, that is crazy, and it's… it's true, though, and… but I think we…
• 8:48
  Marcia Riner | Profit Booster®: you know, at a certain phase in our business, we have to do that, right? Because it's us. We are the business, you know, we open the door, we… we're… we're the… we're the salesperson, the marketing person, the chief, the chief garbage, taker-outer, you know, we… we… we're everything, right? And,
• 9:07
  Marcia Riner | Profit Booster®: when we do that, I guess we get into that habit of staying in that position, rather than building systems
• 9:13
  Marcia Riner | Profit Booster®: And hiring people, they can actually help us take that off our plate so we can really focus on the things that only we can do, right?
• 9:21
  Kenneth Kollasch: Yes, 100%. And for a lot of us, like I mentioned earlier, that's those places, or those hierarchies of needs in Maslow's, you know, beautiful little triangle that you can find online. We at different stages really resonate with that, and to your point, people stay there way, way, way too long.
• 9:39
  Kenneth Kollasch: And it's not that your business has to scale, it doesn't have to do more, but a lot of times our goals and aspirations require our business to not only grow, but growth requires change. And a lot of us are really great at growing a business, but we're not really good at changing with that growth.
• 9:56
  Kenneth Kollasch: And so that's why I think the awareness stage is really great, because from there, if you have these systems of creating awareness, which for me, I have created different AI agents that, do a great job at, in a way, being my coach, and I have business coaches too.
• 10:10
  Kenneth Kollasch: That take me through exercises that help me
• 10:14
  Kenneth Kollasch: put on paper, not literally, but put on a spreadsheet or something all the things that I'm actually doing on a weekly basis, and then those are what I create job descriptions from for new people that I hire, or create maybe even automations and AI-implemented resources that…
• 10:30
  Kenneth Kollasch: oh my gosh, they're taking over my… this… this section of my business, and so… but I feel like until you're actually aware of what all is going on, it's difficult to know
• 10:40
  Kenneth Kollasch: yeah, but how do I scale, or what system do I create, or what… where do I even start with creating a new process or system to implement in my business? And so, that's why awareness is kind of that first block, so to speak, that I recommend people start with.
• 10:56
  Marcia Riner | Profit Booster®: I love it, I love it. And, you know, it is… you can't make changes until you're aware that these things need to be changed, and I think that's the piece that we often miss, because we're always in that, go mode, and rarely do we take that time off to go, hey.
• 11:11
  Marcia Riner | Profit Booster®: where am I? You know, how did I get here? Do I really need to be on this street, or should I have been… should I have made a left turn a little while ago? And then how do I get over there so I could recalibrate and go that direction?
• 11:25
  Marcia Riner | Profit Booster®: I love it. Alright, well, that's cool, and I love systems, and I think systems are really great, and one of the systems that I'm super excited to talk to you about today is a system that you developed that is so helpful, because marketing is the first message that you're getting out there, the message that you're sharing about your business, right? The advertising that you need to do in order to get the sales, in order to
• 11:50
  Marcia Riner | Profit Booster®: you know, keep the team and deliver the product, so it's always that first thing that I think is so, so important.
• 11:58
  Marcia Riner | Profit Booster®: Tell me about your, your content system.
• 12:02
  Kenneth Kollasch: Yeah, for me, my content system revolves, as you mentioned, I think in the intro, I'm a StoryBrand certified guide, so for me, marketing and really incorporating marketing in a way that is engaging to an audience, and not,
• 12:16
  Kenneth Kollasch: I don't want to say convincing, but not like sales, selling an audience.
• 12:19
  Marcia Riner | Profit Booster®: Delzy, yeah.
• 12:20
  Kenneth Kollasch: Yeah, like…
• 12:21
  Marcia Riner | Profit Booster®: Every used car you can buy today!
• 12:24
  Kenneth Kollasch: Exactly, right. And so, for me, a lot of the… a lot of the processes and systems that I have in my own business and teach my clients are, systems that stem from StoryBrand. So, but naturally, like anybody that has been on social platforms, or has done email marketing or any of these different social… or, I mean, marketing outlets, there's… there's a system and there's kind of a
• 12:48
  Kenneth Kollasch: rhyme and a reason as to why it works, and so…
• 12:51
  Kenneth Kollasch: Yeah, for me, my content creating system
• 12:55
  Kenneth Kollasch: Like we talked about with the awareness, kind of starts with the decision of, do I want to go vertical, or do I want to go wide? You know, do I want to go horizontal? And…
• 13:05
  Kenneth Kollasch: for a lot of us, we tend to just assume that if… if I am able to create content there, that I should. Or if I'm… if I'm able to market in that
• 13:16
  Kenneth Kollasch: vertical or that platform, then I… I should. I should post everywhere. I should do
• 13:22
  Kenneth Kollasch: Everything under the sun, because that's better, and why not?
• 13:26
  Marcia Riner | Profit Booster®: Well, I mean, they're doing it, and those guys over there are doing it, and my competitor's doing it, so therefore, I have to do it, I must do it, right?
• 13:35
  Kenneth Kollasch: Right. Yeah. And we're both shaking our heads, like.
• 13:39
  Marcia Riner | Profit Booster®: Nope.
• 13:40
  Kenneth Kollasch: One of my good friends, Tasha Randall, she spent, a decade… years working for billion-dollar corporations, specifically Procter & Gamble, and she led their entire marketing efforts for a variety of brands, like Tide, etc.
• 13:55
  Kenneth Kollasch: And one of the things that she is so, key at talking about is, and she should be the next guest on this podcast, who knows? But, she talks about, that there… you want to learn the principles, but not necessarily follow the playbooks of all of these
• 14:09
  Kenneth Kollasch: You know, brands, or entrepreneurs, or the next guru that you're checking out online.
• 14:14
  Kenneth Kollasch: Because a lot of times, the variables that they're dealing with, aka ad spend, you know, literal team members, bandwidth, is different than you and the stage that you're in, especially in, like, the founder stage of a business, where you're still pulling out all the ropes to make the business work.
• 14:32
  Kenneth Kollasch: So yeah, in the content system, I, most of the time when people are in that situation, recommend, although somebody else's playbook looks like, oh, I should start there, I should start
• 14:43
  Kenneth Kollasch: you know, 3 YouTube channels, and a LinkedIn, you know, like, a strategy, and, you know, I should do all the things, is to, instead of going horizontal, which does take a lot of… it talks… it takes being good at a lot of different things, and
• 14:56
  Kenneth Kollasch: essentially creating a, personalizing one resource to a variety of different audiences. Instead of doing that, most people, it's a lot smarter to master one vertical before they…
• 15:09
  Kenneth Kollasch: start, duplicating their efforts into another vertical, aka starting with LinkedIn, or starting with Instagram, or TikTok, or YouTube, before…
• 15:19
  Kenneth Kollasch: you post on 97, yes. So although it is 12 months of content, in one month, it is 12 months of the right content in the right places, or in the right place, done in one month, not necessarily.
• 15:33
  Marcia Riner | Profit Booster®: Everywhere in the kitchen.
• 15:34
  Kenneth Kollasch: Everything, all the time, yes. And most people are, in a way.
• 15:38
  Kenneth Kollasch: I don't want to say discouraged, but sometimes it takes a little bit of, like, yeah, but…
• 15:43
  Marcia Riner | Profit Booster®: It's that, it's that fear, it's the keeping up…
• 15:46
  Kenneth Kollasch: Yeah, with the joke.
• 15:46
  Marcia Riner | Profit Booster®: owns is that you have to do all the time, that you have instilled in your mindset that says, oh my gosh, I have to do this because they're doing it, right?
• 15:57
  Kenneth Kollasch: Yes. And I have to do…
• 15:58
  Marcia Riner | Profit Booster®: I think what's a really good takeaway that you mentioned is that you're also getting really clear
• 16:06
  Marcia Riner | Profit Booster®: On the platform, and how the platform works, number one, and so you can get the best bang for your buck and effort, right?
• 16:15
  Marcia Riner | Profit Booster®: And then, two.
• 16:16
  Marcia Riner | Profit Booster®: You know, maybe you need to dial in who your ideal client is, and where they're actually spending time.
• 16:24
  Marcia Riner | Profit Booster®: So that you're hitting them, rather than hitting, you know, 12-year-old kids on TikTok, or, you know, old folks on Facebook, and, you know, marketers on LinkedIn, right? I mean, there's a negative to every one of the platforms, right? And you really need to understand that platform to be able to dial it in right to hit your audience that you want.
• 16:46
  Kenneth Kollasch: Yes, I think you're so right there, and I would rather have 12 months of content going to a fewer number of the right people than 12 months of content going to, like you said, a large pool of the wrong people. Because at the end of the day, most of the time.
• 17:04
  Kenneth Kollasch: the shotgun approach is not necessarily the right one. So the step one of the content system is choosing your vertical. It is starting with what's next, not what's ideal. Because a lot of times, we want to start with what's ideal, aka being everywhere, which is ideal. It'd be great if we could do everything everywhere and be great at all of it.
• 17:24
  Kenneth Kollasch: But starting…
• 17:25
  Marcia Riner | Profit Booster®: How many people do you have, and how deep is your pocket, right?
• 17:29
  Kenneth Kollasch: Yeah, oh my gosh, yeah, especially that second point you just mentioned. How deep is the pocket? And at the end of the day, the goal of your business probably has something to do with freedom, and it probably has something to do with scalability without destroying your life along the way and going insane.
• 17:45
  Kenneth Kollasch: And so, so yeah, step one, choosing… choosing your vertical, not because it's where you're gonna be forever.
• 17:51
  Kenneth Kollasch: But, because that's the next best starting place, and…
• 17:54
  Marcia Riner | Profit Booster®: Nice.
• 17:55
  Kenneth Kollasch: So whatever that platform is for you, choose the right vertical that your audience lives on and will actually listen to you. So it can't just be that they are there, but it's also a place where they're there and there to listen, if that makes sense. They're there to actually engage on the platform.
• 18:12
  Kenneth Kollasch: the benefit to doing that first is that then, once you have the platform that is going to be your highest ROI, now you can create a content… the actual content system, as some might call it.
• 18:24
  Kenneth Kollasch: To actually create the right content tailored to that audience, specifically on that platform. Which, as you know, Marcia, it's different on every platform.
• 18:33
  Marcia Riner | Profit Booster®: Yeah.
• 18:34
  Marcia Riner | Profit Booster®: there's different styles of what they like, and how it's viewed, and how it's… I mean, my goodness, just because if we stay on LinkedIn, as an example, I mean, you know, you can post something on it, it can be really great, and nobody sees it.
• 18:51
  Marcia Riner | Profit Booster®: Right? Because it's… it goes through your feed, and then it's at the bottom in seconds, right? Unless they have engaged, or you have engaged with them, and you have to understand how the system works in order to get your
• 19:03
  Marcia Riner | Profit Booster®: Content visible, right?
• 19:05
  Kenneth Kollasch: Yeah, yeah, and visibility is key. And then the next step that we go into, of course, is capturing their attention, which isn't necessarily, and I'll talk about this from one point of view.
• 19:17
  Kenneth Kollasch: It, a lot of times, the things that capture our attention as the owner or the founder, or the things that would be interesting to us about our business, are typically very different from the person who literally has never heard of you before, or has never
• 19:32
  Kenneth Kollasch: done business with you at all, and is clueless, and think, you have literally thousands of hours more than they do in terms of perspective and knowledge and understanding, and so…
• 19:42
  Marcia Riner | Profit Booster®: Words, like, right? Your industry lingo that you use, right? They may not understand that.
• 19:49
  Kenneth Kollasch: Yeah, the insider language, right? And it's… it's something that is, a lot of times it's cliche, called the curse of knowledge. And the curse is true, but the blessing of… I always like to invert it, like, there's the curse of knowledge or the blessing of wisdom, and the curse of knowledge will make you say the things that entertain and attract you.
• 20:08
  Kenneth Kollasch: And the blessing of wisdom is knowing that that doesn't work, and actually making your customer the center of the marketing, not necessarily your own… what tickles your own fancy.
• 20:17
  Marcia Riner | Profit Booster®: I like that. I think that's so important, too, and again, it's understanding who you're talking to.
• 20:25
  Marcia Riner | Profit Booster®: there's a story that a friend shared with me, and it was something about the line of, you know, they don't care about you, they care about themselves. So if you can get them talking and thinking about themselves, then you're the best person they've ever met, right?
• 20:44
  Marcia Riner | Profit Booster®: You've done nothing. They don't know you, they don't have any idea what, you know, what you sound like, or how you act, or what's important to you, but you let them talk, and you talk to them about them and their things, and you're the best person, right? You know, I'm the best person in the world now, right? Because they wanted to hear themselves.
• 21:02
  Kenneth Kollasch: I think that's.
• 21:03
  Marcia Riner | Profit Booster®: a really, really important piece in marketing that is very overlooked, because we do. Oh, we've been in business for 30 years, oh, we have these credentials, or oh, we have, you know, and, and…
• 21:15
  Marcia Riner | Profit Booster®: you know, is that important to the… to the customer? Probably not. I mean, beyond a trust value, you know, which could be small, you know, they may be looking for price, or they may be looking for delivery availability, you know? It's what's important to them.
• 21:31
  Kenneth Kollasch: Yeah.
• 21:31
  Marcia Riner | Profit Booster®: talk about. I love it.
• 21:33
  Kenneth Kollasch: And… and it's a… and I'll give just to the person out there that's like, oh crap, that's, like, all my marketing.
• 21:38
  Marcia Riner | Profit Booster®: Right?
• 21:39
  Kenneth Kollasch: Let me encourage you.
• 21:40
  Marcia Riner | Profit Booster®: So, the people, not the party.
• 21:42
  Kenneth Kollasch: Right, yeah, yeah. Let me encourage you, if that's you, subscribe to the show. You need every… all the other episodes that are gonna come out, but, no, just to encourage you, it's… a lot of marketing is a no for now, but not forever. It's… in the right time, yes, I tell the founder story, and in the right moment, I do talk about
• 22:01
  Kenneth Kollasch: hey, we're launching a second location in a different area, and I know it doesn't have anything to do with you, but…
• 22:08
  Kenneth Kollasch: there's credibility that's lended there. And so, some things… there's a small group of things that you tell everybody, and there's a small group of things that you never tell. And then there's this big pool of things that you have to decide when to tell them.
• 22:22
  Kenneth Kollasch: timing is as important in marketing as the message, and so knowing what order to put things in, which we'll talk about that in a second, is important when you're communicating your message, because all the things that you may be leading with, it's not that they're a
• 22:39
  Kenneth Kollasch: they're a no forever, they're probably just a… not at that stage. Like, maybe those are things you can do after they've been a client of yours for a year. Like, hey, after they're a year or two in doing business with you, that actually would be great, because that creates retention, but in the beginning, it doesn't generate new leads or new contacts. So, yeah, just as an encouragement to those out there that know that they've made this mistake.
• 22:59
  Kenneth Kollasch: It's not that it's a trash it forever, it's… it's mostly just… it's probably a safer later type of… type of…
• 23:06
  Marcia Riner | Profit Booster®: Right.
• 23:06
  Kenneth Kollasch: Talking point.
• 23:07
  Marcia Riner | Profit Booster®: I like that. You know, the timing is everything, and what you say when they're going, because, you know, if you think about that triangle, again, you know, only 3%
• 23:17
  Marcia Riner | Profit Booster®: Of people are ready to buy right now, and, you know, they've done all the research, they've narrowed it down to a handful of choices, and they're trying to decide between 1, 2, or 3 which door they're gonna open.
• 23:31
  Marcia Riner | Profit Booster®: But for the rest of them, they're still in their own buying decision, and in a certain phase of it, that they're either looking for information, do they have the problem, do they really… is that really the problem they have, you know?
• 23:43
  Marcia Riner | Profit Booster®: So… so that quality of the content that's going out, you also have to understand who you're talking to, right? You know, what phase they're in, to be able to leverage that conversation even better, and have that greater impact, greater ROI on the investment that you're putting out.
• 24:00
  Kenneth Kollasch: Yeah, and there's really 3 stages of… and this kind of goes into step 2, so if you've… if you've, you know, chosen your vertical.
• 24:08
  Kenneth Kollasch: the next question on your mind is always, like, okay, well, what the heck do I talk about? Like, and in what order? Yeah, as we've just mentioned. And a lot of times, the marketing is broken up into three phases, and it's, the curiosity phase, where we're naturally trying to
• 24:23
  Kenneth Kollasch: create stopping power with your marketing, where they stop the scroll, or they stop the feed moving, the feed, you know, swiping, or in a way, they swipe right instead of swiping left. And so, there's stopping power that we want to generate in this curiosity stage, where that can happen in a lot of different ways. And then the second stage is enlightenment.
• 24:45
  Kenneth Kollasch: Where naturally, after they've…
• 24:47
  Kenneth Kollasch: in a way, satiated their curiosity, and they want more. The more that they want tends to be, like, a justifying, like, okay, well, what is this? How does it work?
• 24:57
  Kenneth Kollasch: why… why did this show up on my feed? Like, a lot of times, I'm curious, like, why the heck did the algorithm send me to this person? You know, this is so… such a weird thing. And in a way, it makes me… I'm like, I need to learn more, like, maybe the algorithm knows something about this company or person that I don't. And then the last stage is, commitment, where naturally, your marketing
• 25:17
  Kenneth Kollasch: should position yourself or position the audience in a place where they have an opportunity to actually give something in order to get something. AKA, I'm gonna give them my email in order to get that free mini-course, or I'm gonna give them, my DM info, like, I'm gonna DM them in order to
• 25:35
  Kenneth Kollasch: get that 15% off, or there's some type of commitment that happens, so this curiosity, enlightenment, and commitment stage is… are the three stages that kind of define, okay, I've got my content vertical, now what the heck do I say with the content that I'm about to create?
• 25:53
  Marcia Riner | Profit Booster®: Wow, that's… that's really good. How do we, I know we can go through this and make sure that, you know, we're digging into the details on it, but how do we decide, you know.
• 26:04
  Marcia Riner | Profit Booster®: if I'm putting all three phases out there, I'm hoping that they're going to see it in a random order, right? They may see three before they see one, right? So how do you make sure that they see one first?
• 26:16
  Kenneth Kollasch: Yeah, I think there's a lot of, you know, the social platforms, and like, with your website, your website is,
• 26:23
  Kenneth Kollasch: the easiest way, because naturally, you have 100% control over what they see and when they see it, so that's easy. Emails are the same way. So you have the two types of content. The content that I control the experience 100%,
• 26:36
  Kenneth Kollasch: And then you have the content that is, in a way, it's in the randomizer, you know, it's in the Wheel of Fortune. And you have no idea when they're gonna see and what they're gonna see first or second.
• 26:48
  Kenneth Kollasch: But those platforms have gotten a lot better at you being able to create playlists, or you being able to create and organize the content, so that way if they see one.
• 26:58
  Kenneth Kollasch: they can plug into the true order of things, aka, hey, if you… on a YouTube short, you know, click the link in the description, it'll send you the whole playlist, or…
• 27:09
  Kenneth Kollasch: If you're on an Instagram, an Instagram story, there's a link to the bot… or the… to your profile page that has, one of those little sections called, the highlights.
• 27:20
  Marcia Riner | Profit Booster®: Oh, yeah, the highlights.
• 27:22
  Kenneth Kollasch: the highlights. And, so they've gotten better at doing that,
• 27:26
  Kenneth Kollasch: But at the same time, because you don't really have control over it, you do the best that you can in the sense that
• 27:35
  Kenneth Kollasch: You leverage all the resources that these platforms give, but every single piece of content, you at least pull out the three most important things, which is always something that's gonna get them curious, something that's gonna enlighten them a little bit, and something that's gonna…
• 27:48
  Kenneth Kollasch: call them to some type of action. So every piece of content has that, so that way, even if they don't see anything else, there's at least a micro version of the framework within there. But I will say, the platforms have gotten really, really good if you leverage these
• 28:05
  Kenneth Kollasch: features to,
• 28:08
  Kenneth Kollasch: To, in a way, kind of loop someone into the entire funnel, we'll call it, or series of content that then they can go through and kind of experience it the way that you meant it to be experienced.
• 28:21
  Marcia Riner | Profit Booster®: Right.
• 28:22
  Marcia Riner | Profit Booster®: Okay, cool. All right, so we're limited on time, so I want to make sure that we cover things here, because we've kind of… we've gone… we've gone in many different directions, which has all been super helpful. But I want to cover how do we create 12 months of this in one month?
• 28:37
  Marcia Riner | Profit Booster®: Give me the short version.
• 28:39
  Kenneth Kollasch: Yeah, the short version is this, and of course, naturally, in topics like this, you know, we're gonna talk about AI, but I want to talk about… so we've got phase one, which is you chose your vertical. Phase two is you have, like, your bricks of content, aka what, like, what categories am I gonna even talk about? Like, what the heck am I gonna say?
• 28:58
  Kenneth Kollasch: And so you know it fits into those three core, you know, phases. And then I want to go through with you, there's, something, and we'll reference where to find this, at the end of this episode, but there's something called a brand script that we in the StoryBrand world use, and it's essentially 7 talking points that
• 29:15
  Kenneth Kollasch: are the hand raisers for anybody that's reading or listening, or watching your content. And it's in a story form because we as people, we interact and engage with the world
• 29:28
  Kenneth Kollasch: as heroes in our own story. We're trying to get somewhere, and everywhere and everybody around us are resources to help us, you know, climb the mountain, or destroy the ring, or save the… save the guy or the girl, you know?
• 29:42
  Marcia Riner | Profit Booster®: Yes.
• 29:43
  Kenneth Kollasch: So, how you do this in 12 months, the first thing I want to recommend is that with the AI of your choice, you know, obviously there's all the different names out there. I've used all of them to do this exact same thing.
• 29:54
  Kenneth Kollasch: But you want to start developing a knowledge base within your own AI that is personalized to the vertical that you chose. So, not a general prompt, not…
• 30:06
  Kenneth Kollasch: Like, in the chat GPT world, it's creating your own GPT that knows and is, in a way, a duplicate of you in regards to how you create content. So.
• 30:18
  Kenneth Kollasch: it's kind of, it's a system of, you're gonna do it once, and then you're going to have a great and amazing executive assistant, marketing assistant, so to speak, that's gonna help you do it forever after that. And so.
• 30:30
  Marcia Riner | Profit Booster®: Hmm.
• 30:31
  Kenneth Kollasch: the… we're gonna create an AI agent, or GPT, or, you know, a duplicate version of you in that, and then we're gonna have a Google Sheet, which, again, I have a bunch of free resources with templates that this is gonna basically help you do it on your own for you.
• 30:46
  Kenneth Kollasch: A template that actually makes sure that you are tracking and actually scheduling the content at the right time, and that you've got the right call to actions in there and all that.
• 30:56
  Kenneth Kollasch: And actually has, it is a place where the things that your AI will create actually live for you to copy and paste into your socials, onto your email list, etc. And so… but this is all based on something that I… something that we call a brand script, which is a character.
• 31:16
  Kenneth Kollasch: who has problems, and I don't know if anybody resonates with that. I'm a character, and the character.
• 31:21
  Marcia Riner | Profit Booster®: I have lots of problems, yeah.
• 31:22
  Kenneth Kollasch: I've got problems. And there's a couple different, you know, versions of the problem that the brand script talks about, which you'll see on the free resource. And every character has problems, and they meet a guide along the way. That guide is you. That is you, your product, your service, your company.
• 31:39
  Kenneth Kollasch: And every guide gives that hero or that character a plan to solve the problem. You know, you're gonna do step one, step two, and step three, and then you've saved the girl, or you've destroyed the ring, or you've captured the city, you know?
• 31:51
  Kenneth Kollasch: And after you execute this plan, naturally, the guide is going to call the character to action to say, okay, not only is this
• 31:59
  Kenneth Kollasch: plan going to work, but it doesn't work unless you actually do something. So, let's start with the next thing. The next thing is…
• 32:07
  Kenneth Kollasch: blankety-blank. And if you do that next thing, it's going to lead to you succeeding and having the, you know, the aspirational, you know, goals and victorious rewards that you want. Or, if you don't do this action.
• 32:21
  Kenneth Kollasch: then there are going to be consequences, aka things are going to get worse, or you're not going to actually get the result that you want, or you're never going to… dot dot dot. And the reason I bring this up is those 7 talking points are the talking points of all of the content that you're going to create.
• 32:39
  Kenneth Kollasch: with your AI and put into your Google, you know, sheet or your Excel file. And those 7 talking points are…
• 32:48
  Kenneth Kollasch: How we create the content that
• 32:50
  Kenneth Kollasch: Essentially, we rinse and repeat these same talking points, because these are the talking points that actually lead to somebody going through the curiosity stage, the enlightenment stage, and the commitment stage, and
• 33:05
  Kenneth Kollasch: I could literally talk probably forever about this, but taking people through, and in a way,
• 33:12
  Kenneth Kollasch: reading their minds through your marketing, and saying, like, hey, how did he know? I have that ex… I had that exact same problem. That literally happened to me yesterday. And how does he know I'm waking up in the middle of the night thinking about payroll, or wondering, you know, wondering if somebody submitted that report? And, all of these things, when you do that in your marketing.
• 33:31
  Kenneth Kollasch: it lends to them building trust and being willing to take the next step with you. So, a lot of information packed into those last few minutes that I just talked about, but good news for you, there's a bunch of free resources that will help you do most of it, post and after this episode.
• 33:47
  Marcia Riner | Profit Booster®: Well, cool. So, speaking of, well, why don't you share that, the link and where we can find those things, because those are really good, and yes, we did…
• 33:56
  Marcia Riner | Profit Booster®: kind of go offbeat a little bit, but at the end, we gave them exactly what we wanted to do, which was talk about the content and how you can really do it. I love your storyboard idea, and how everything's a story, because
• 34:09
  Marcia Riner | Profit Booster®: People like to listen to stories, they like to feel part of it, and when you talk in that kind of…
• 34:15
  Marcia Riner | Profit Booster®: direction and angle, it makes it so much more enjoyable than buy my stuff, right? Here, buy my stuff, here, buy this, buy my stuff, right? Nobody wants to see that, right?
• 34:24
  Kenneth Kollasch: the story.
• 34:25
  Marcia Riner | Profit Booster®: present it.
• 34:25
  Kenneth Kollasch: it keeps your focus on the customer and the audience the whole time, and even though you can still maybe slip in a little bit of yourself and your own, kind of, the things that make you feel warm and fuzzy as the owner, or as the CMO,
• 34:40
  Kenneth Kollasch: It… the story, the story, the brand script, it helps you stay customer-centric in your messaging and your marketing, versus being tempted to, again, like we talked about earlier.
• 34:51
  Kenneth Kollasch: drifting into the other spots. So, yeah, you can find all of those resources. I've left you hanging long enough. You can find all of that. I made it really easy. You go to Kennethcoaches.com slash free.
• 35:02
  Kenneth Kollasch: And, there are over a dozen resources on there, but the two in particular, I have the Google Sheet template on there that is literally a year's worth. There's a 12-month calendar, in this Google Sheet that you will plug and play with the AI resource, and naturally, there is a guide to developing and creating your own GPT, or, you know, if you use Claude or Gemini, et cetera, et cetera, your own
• 35:26
  Kenneth Kollasch: Knowledge banker base and your own agent to fill that 12-month calendar with words and the talking points that we just talked about on that brand script.
• 35:35
  Kenneth Kollasch: for you to… that actually capture the attention, create the curiosity, enlighten them, and eventually, of course, create a commitment where, like you said earlier today, they can build a more profitable business. So, Kennethcoaches.com slash free, and I will, hopefully see you on there, on that site.
• 35:51
  Marcia Riner | Profit Booster®: I love it, I love it. Super good stuff, and yeah, because we want a system, we want it to be organized, we want to know that we can do it, we want to track it, you know, there's so many different things on it, and whether you, business owner, does this, or you, someone on your team does this, this is essential for proper marketing.
• 36:10
  Marcia Riner | Profit Booster®: to…
• 36:11
  Marcia Riner | Profit Booster®: execute and convert the way you want it to, rather than just throwing out there, you know, hey, I do this, right? And nobody's ready to buy, I do this.
• 36:22
  Marcia Riner | Profit Booster®: they buy what they feel in the story and the pieces that all come together. So, thank you for packaging that up for us. I wish we had more time to go into that and talk about it. Maybe we'll bring you back and talk a little bit more.
• 36:34
  Kenneth Kollasch: Part 2.
• 36:35
  Marcia Riner | Profit Booster®: Story, Brad.
• 36:36
  Kenneth Kollasch: Wow.
• 36:37
  Marcia Riner | Profit Booster®: Yeah!
• 36:38
  Marcia Riner | Profit Booster®: Cool. All right, listeners, thanks for tuning in today. I hope you are walking away with some practical ideas that you can put to work right now to grow a more profitable and valuable business. And before you go, if you want that clearer path to more revenue and stronger profit, go grab your free Profit Booster Growth Map.
• 36:57
  Marcia Riner | Profit Booster®: And you can get it quickly, it'll show you exactly the top opportunities to grow revenue and stop those profit leaks that are holding your business back. You can go get them now, after the show, at ProfitBooster.biz.
• 37:11
  Marcia Riner | Profit Booster®: And if this episode gave you value, or created an idea, I want more of that, then be sure to subscribe and share it with your other business owners who might need to hear it.
• 37:21
  Marcia Riner | Profit Booster®: And I'll see you on next week's show with more strategies to help you grow a smarter and profit stronger. Until then, make your plans and profit with them. Thanks so much, Kenneth.
• 37:32
  Kenneth Kollasch: You got it. This is great, thanks.