Episode 151 – Dr. Matthew Loop – Using Social Media to Brand and Build Your Business

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version or the podcast version really appreciate you guys being here we're gonna be diving back into the Realms of business entrepreneurship and using social media as a business tool my guest Dr Matthew Loop so whether you're you know here in the live

there there is an aspect of being in the chat while we're live that is is really cool so it really helps stay engaged if you want to ask the guest questions but either way sit back grab a drink experiences in session my name is Xavier Katana my guest for today is Dr Matthew

Loop Dr Loop is a best-selling author speaker philanthropist and the highest paid social media Revenue strategist in North America he's helped brand Brands celebrities startups and small business owners multiply their influence impact and income by harnessing the power of

the internet Matt thank you so much for being here it's a pleasure welcome to hxp Xavier I'm thrilled thank you so much for having me yeah it's it's it's really interesting I mean I have your book here and it is a Bible of social media I mean

I can't think of anything that isn't in this book it's it's 500 pages I mean how did you how did you get to a point where you thought okay I'm gonna write a book about you know becoming a social media I mean how did you do that I mean you did your PhD I doubt that

your PhD thesis was on you know how to be a social media strategist no phds and social media um well it's very interesting because I knew I always wanted to write a book but when you think of writing a book it just seems like this huge mountain you have

to climb and I've been training people way back into my space days I'm not do you remember Myspace Xavier sure yeah okay so so way back then when everyone thought it was kid stuff I just happened to be at the right place and and the right time and you know we can certainly

expand upon that story a little bit later but I knew that I had this message that I wanted to get out and also this new medium that I had found certainly no one knew what social media would eventually evolve into but you know throughout that time I've just

been very fortunate to keep my finger on the pulse of what's going on and a lot of Hard Knocks a lot of learning on my own because there weren't any any manuals or video tutorials and other business coaches that you could really learn from to to grow their you know

brand or companies so it was just a very interesting scenario coming back in in that um uh in that day so again I learned from the School of Hard Knocks basically you don't just hang your sign in uh in your office and expect people to come through the door you know I

don't care how great of a doctor or if you have a small business you still have to get out there and learn how to communicate so that's just what I got good at using social yeah I mean it's absolutely essential having a social media presence I think is key to the

success of any business um you know so was there a point I mean a lot of this involves psychology just human psychology so sure in your book you mentioned um the psychology of persuasion as is something that that influenced you and what about psychology you know how do

you think psychology affects how we perceive a brand or the image a person portrays yes that's a great question so I've always been fascinated why we make the decisions that we make when it comes to purchasing and early on I didn't really understand certain elements of business

and or psychology until I got my hands on a book by um uh well two books one was uh e-myth by Michael Gerber where he talks about the technician the entrepreneur the manager and I realized I was a great technician in the office I was great at adjusting people helping

them but I totally missed out on an entrepreneurial training in school and right around that time I also connected with Robert cialdini's book influence the psychology persuasion and when he talks about these factors like consistency reciprocity you know

Authority liking uh scarcity you know like all these things that influence it I really began to learn and discover how to apply them in my own business ethically so I could move that person that knew they had a problem they needed a solution

like some people are just still really stubborn they might know that they need this particular thing but yet there are objections there's fear holding them back there's all these things that were planted in their minds in some way shape or form so I just got

really good at learning how to use social media to overcome those objections and then build my brand in such a way that I established myself as an authority that I was the only logical Choice when somebody was looking for you know that specialty wow I mean you you

call yourself the highest paid social media Revenue strategist in North America that's that's quite a claim right yeah and so I mean I I guess you know because of ndas and stuff you can't discuss you know the companies and or the celebrities are there any people that

you can name that you've worked with um I've worked with Fortune 500 companies uh many brands that you write I do sign ndas um I don't know any other social media Revenue strategist or strategist for that matter that has a private jet Mastermind or does some

really cool stuff like we do so um I'm pretty confident when I say that because I've looked around and then you've got all you've got a lot of social media strategists which do great work but Revenue strategy is really finding those hidden profit centers in the company

those High leverage areas where you can tap into and ultimately make some minor tweaks in in some cases and you see exponential growth so my work really functions more along the lines of a detective I should say interesting I mean you I mean from just you know

scanning the book I couldn't there was no way for me to read the whole thing in one week but I mean just scanning the book it seems like you're you're more of an analytical guy like you you have a very cerebral way of kind of like putting things together so I mean would

you say there's a type of person reality maybe someone that's like outgoing is there a type of person personality that makes social media interesting does that make sense as a question yeah yeah yeah um I've seen it work for introverts just

as well as extroverts quite honestly and by Nature even though I do speaking all across the country I I consider myself more along the introverted lines of of thinking and the great thing is when you start putting yourself out there you one you just have to get comfortable

speaking with an inanimate object the camera and if you can if you can do that like you talk to a friend it's not so bad in in that regard so I've you know I've seen people Excel from both sides of the spectrum those that are very outgoing extroverted and others that are

more reserved I can't say that it's one more so than the other it's just about when you're going into any social media Venture one I like to look at this is using business as a Force for good and really aligning certain things you know having them in a row like like

I don't I can't just work with any company based on my attitudes values and beliefs you know I have to resonate on a much much deeper level if I take on a project or whatever and I always encourage my clients yeah of course everyone wants to

generate more Revenue in their their business but you know why like what is your purpose of doing what you do I mean do you have a greater purpose of maybe ending child sex trafficking you know like connecting with something that's deeper to where you connect your product

your brand to a mission that's Way Beyond you and that excites me that gives me goosebumps and if you I just find that if you connect to a big enough why and your purpose is great enough listen challenges are going to happen we're all going to get knocked down but

it's just it's going to keep you going so I like to fuse that with whenever I'm working with clients and or just my content online and if I'm even the slightest bit scared of putting something out I try to reconnect with the um the greater meaning in my life

okay okay that makes sense to me you know let's let's let's Define marketing because I I feel like some people could think that you know because you're influencing you're persuading someone in some direction there could be some sort of like ethical you know breach that

perhaps you're treading the line of you know and and maybe you know because you because you're influencing this decision that it's it's tricking you in a way you know so how do we Define marketing yeah I don't believe in tricking Shenanigans

or hard selling or like hard Mark like one you always have to be truthful in your marketing period I mean that should go without saying hopefully you have a great product that is for the benefit of mankind you know like those are things that I believe are are standard but

marketing is simply your ability to communicate to the right person at the right time in such a way that they get the big idea and listen they were already going to use your service or product anyway but sometimes they need a little bit more

hand-holding for instance uh you know I mean if somebody might have an objection about like well you know if I buy this is um you know is it uh let me give you let me give you a good example um okay for example I I work with a lot of chiropractors as one Niche for instance

and one of the common questions that they get a lot from patients is you know once I go to a chiropractor do I always have to keep going now regardless of where that thing came from you know a smart way to answer that question would be well I mean do you feel like you

always have to keep going to the dentist and then somebody would be like well it gets your teeth you know you got to get regular hygiene and maintenance on your teeth every few months and well going to the chiropractor is the same way most people forget about their

spines until they're in pain so why wouldn't you you know go to the chiropractor every few months to get a line make sure things are moving properly so you don't have any maybe degenerative problems when you're older you're not hunched over so again it's

about like ethically influencing and answering you know if people have the right objections well I should say if somebody let's say can't afford your service you would never try to sell them anyway like oh hey you know stack the value all this stuff man I I believe in

transparency and turning people away that are totally unqualified so there is a line that you have to tread but if you look at it from a communication standpoint that's all marketing is and the better you are at communicating your message to the right person it's like as

you educate them it's the logical thing to do would be to buy the product you know what I mean it's not like you're misleading them in any way shape or form right so you're informing them and you're you're giving them an informed sort of calculated version of you know

what the product does so that they can so that so that it can be a beneficial exchange on both both ends of the equation sure sure now I might listen I might know that if I give 100 money back refund money money back guarantee for six months I might know that will

increase my conversion that the person will buy I don't believe that's unethical at all because I stand behind my products and programs and they're really good they change people's lives every single day so again you have to have something that's really really good

that goes that's a standard and then once you have that you know you'd why wouldn't you want to Stack the value so people if they pay a hundred dollars they get five to ten times the value in return on the front end and they have a guarantee and they have these things

it's just like who doesn't want to receive more value for this product that they pay yeah for sure of course so I mean is there can you think of a tale of two products maybe where marketing succeeded on one side and and the other and maybe the product on the other side was even a

better product but the marketing was just there you know the marketing worked more effectively and so people kind of leaned in the other direction uh well I can think of I don't mean I don't want to throw companies under the bus per se I'm thinking of a company I don't I you know

there are companies that use certain principles and certain marketing and they do not have the best products I mean I could go into the the fast food realm of things where companies that have been around for decades and decades they're really well known and they built

a lot of trust in the public market yet these companies are arguably uh in some part responsible for the diabetes heart disease crisis that we face because they consistently push junk now I'm not saying that the average person that works there you know listen

they've they might not have any clue but at a certain level you got to know that your product is is not really good on the human body it's scientifically proven to all these carcinogens these chemicals and whatever so I'm not gonna you know

uh risk getting a cease and desist letter here but right but you you know what I mean so yeah but there are companies that have done that very well I like to think that if you understand sales marketing and influence you almost can turn the tables and really use

business as a Force for good to get something out in the world that betters Humanity in some way shape or form you know whether that's through cleaning oceans or just helping somebody live a better quality of life yeah I mean I think that is how you hit you know you

hit the nail on the head there with me I feel like that is my motto is you know developing products or creating things that are going to make the world a better place sure and and I think I think the trend is moving in this direction we're more Earth conscious we

want to pick companies that are using materials that are recyclable and you know we want to lessen this this footprint that we have on there sure and also I I find myself like I agree with everything you just said and I also find myself wanting to spend

money with companies that do align with just a bigger mission that pay it forward either through service and or monetary donation so for example you know I just spoke to a buddy of mine who is starting a separate company and a percentage of their proceeds are going

to be donated through helping to end um trafficking which is which is amazing you know I love that I rally around that so hard and so I'm happy to spend money with companies like that in fact I go out of my way too because I know it's going to make a bigger

um just a positive impact in the world yeah yeah of course so you know let's break this down for someone who is in the beginning stages of you know perhaps The Branding aspect of a business and establishing that that social media presence like how do we you

know how would we how would you train that person what would you tell that person first I would say that positioning is ninety percent of the ball game we live in a very watered down Market I mean regardless of what business you're in there's a lot of noise out there and

it's getting harder and harder to just stand out and you know get your piece so to speak so you really have to think about again the psychology going back to you know I can show you a lot of the strategies and tactics on social media Facebook or Instagram LinkedIn or

Snapper while these platforms and yeah they'll work to a certain degree based on your business based on your situation your offer and all these things uh but if you own the positioning game if you know how to establish yourself as an authority like you know we're

connecting right now because you know we talked earlier just about for example you saw me on LinkedIn you my book looked very interesting there were certain things and techniques here well there were certain things that that Drew you to my content and potentially

and I know we have a lot of mutual friends based on your previous guests right so like I'm thinking you want to harness those same so same things so definitely one thing that you can do to elevate your brand in the marketplace to differentiate you is to

write a book now that's not a short-term play but to have something with your name on it it's really bit it's a big deal because less than one percent of the population writes a book another way that you can position yourself is to get in certain circles you know with

uh celebrities that have good I should say Goodwill in the marketplace that a lion maybe they are maybe you're working with these people or you're finding ways to work with these people maybe you are just getting in the circles and uh you know getting photos

or videos or whatever any way that you can separate your brand personally and your company from everyone else out there another thing is aligning with companies that have spent tens of millions of dollars on branding already you know uh when I was offered an

opportunity to speak at NASDAQ for instance I took that for a couple reasons but one of the Prime reasons is NASDAQ is a household name that is just you know to elevate my brand to differentiate myself from all the other social media you know people out there

like you align with brands that are credible in your space that ultimately there could be bigger opportunities another thing is the philanthropy element you know not a lot of businesses if you look at them collectively are using philanthropy enough in their

business model and if you if you do that in conjunction with everything else that we just talked about well now you just have another notch in that belt you know and if you're featured on the news that's another credibility thing like so there's all these things that I lay out

in my book and that I've talked about online that that matter is in terms of First Impressions professional photos like looking the part and all these things is somebody goes onto your website within the first few seconds like your foot is in the door or else

they're moving on to a different website yeah exactly so if you could at least get that initial couple seconds like oh wow this person looks like someone of interest they're delivering value into the world and let me check out their blog posts their podcasts or this then

you have the opportunity to further that relationship and now like build your email list build your podcast subscriber list and you know things things like that so I always look at that before I ever look at social media strategies and tactics how is your brand positioned in

the eyes of the general consumer that you want to service you know if you look like a surfer and you're trying to service like a high-end affluent business market right that's going to be a real a difficult and you might be extremely knowledgeable however the

first impression might turn people off to like turn your audience off because they expect a certain thing so just things to consider you know it's interesting Matt because there's there are a lot of you know Hollywood types that that follow us on

Twitter and I I you know I've had interactions with them and and it seems like you know there's a lot of gatekeeping that happens you know as expected you know they have to do this as you know people who are under you know social uh social scrutiny they you

know they're examined more than than we are about you know who they align with so so if you know if you can secure that sort of endorsement I mean you're you're on a rocket ship right so how important is authenticity because I I feel like you know that is kind of the

selling metric for me if I get that sense of you know this person isn't really being authentic there's there's you know if I even if that even registers on my radar I just I close off right yeah yeah and that's a separate art form honestly you think go I can

just I could be myself in front of camera but a lot of people can't do that you know they get all tight they just they're not themselves and so that takes it takes practice I think initially as you get going and you should always try to ground yourself and connect with

people close to you initially even uh what I used to do on camera I still do this sometimes my wife will be directly behind the camera holding it I find it and I've analyzed this in my own videos that I just do from a tripod I mean I can speak like I would to a

normal person to a friend a colleague and whatnot but I find that if my wife is behind the camera I just seem to open up even a little bit more of my personality shines better and I'm just more of myself so you have to kind of hack you know your your strengths and

weaknesses and really uh take a critically analytical look at maybe how you can be the most genuine you and like that's just one example of doing that it just um you got to get out there and don't worry initially I mean if you're not a certain type type of person don't

be that that's not you and but it's how you like how you how you come across in terms of your nature and that's going to depend on the market but you have to be um I'm a big believer in authenticity people will find you out very easily in today's world

um you know the whole fake it to the make it thing I mean I believe you have to look the part in certain regards right but you don't you don't have to have a million dollars to look like a million dollars you know what I mean you can buy a nice suit at like a relatively

cheap I just think that you got to know your audience and then not get too tripped up on the techie geeky stuff and deliver value when it when in doubt be an asset that's been my motto when in doubt just be an asset help somebody get closer to

the solution that they're looking for and you automatically have a notch up and a new level of credibility for sure you know there's so many times so many examples that I can think of where someone has approached us about being on the show and I mean we get I don't know

like 300 400 messages a day on Twitter and you know 10 of those are people who want to be on the show and immediately you know if if the person is approaching me in the sense of you know if I sense a sort of aggression about wanting to be if they're being pushy

about it or if they feel entitled about being on the show you know because I've done this it doesn't work but when when someone is just sort of humble takes a step back and and says you know how you know how can I you know I've done this I've accomplished this how can I be an

asset to you how can I help you and what you're doing it it stops me and it it gets me to pay attention sure sure I love what Joe polish says he always says life gives to the givers and takes from the takers yeah it's so true uh you know but yeah if you can when in doubt if you

can lead with value that'll that'll shock people I still get shocked when I have somebody say that matter I don't know what to say sometimes like okay because there are a lot of takers in this world so just you know do the opposite and that will get you very far

well you think it's a trick you're like you know what's the catch what's going on something for free are you kidding me um okay so um I'm wondering you know give us some gold here so maybe something that you haven't released on an interview or you

know something that you you don't traditionally put out in a public space is it is there anything that has been sort of a key to you know something you've done your success yeah absolutely great question I think that when you're going out and just

trying to build a foundation on social media you need to really take some time and craft your story like what that's going to be in the market like what your life your vulnerability is your strength so when I first go into any new market initially when I was servicing

doctors and professionals I had this video made about my story where I came from this 700 square foot duplex that I lived in for many years of my life in a small town Monroe Michigan so they could see like they like here's the picture here's

where it was and then now because of how I learned to leverage social media this is where it's taking me and they could see the whole journey and that video uh man it probably has I think it has over a million views right now just that one video and then just like shares and

likes like crazy so I find that if you have a video uh or a written personal story with a photo of yourself and your family you can use that to allow the market to that to be your first impression and any Market that you go into and you can also

back in that like if your people are reading a story and they connect with you you can certainly have a call to action at the very very bottom you know for example when I was launching my book social media made me Rich here so I can do the same for you in these new markets

that's what I did I led with my story so people kind of knew who I was and I hooked them in right from the beginning to you have like the first two or three sentences you've got to hook them in so I would say something like here's something many might not know about me

it changed the course of my life and it's a big reason why I'm committed to paying it forward those first two sentences make people curious and then that third third or fourth sentence is you want to get into the trauma or to a situation that me as the reader wasn't

expecting like wow like one of my clients he almost lost his daughter in uh her third month of life and that really shaped who he was shaped his business and many other things that related to his overall story but if something that you weren't expecting

early on and it stood out from all the other junk in the news feed he had a nice picture of his family there was no call to action button like on Facebook like like a lot of marketers put it looked like an update from a friend in the news feed but it was a sponsored

post you know to his market so that thing took off like wildfire and I could give you countless examples of something like that so tell your story put it out to the market and Facebook I'm not going to get too techy geeky because we're not both in front of a screen but when you

Facebook that just means that you're going to pay some money for Facebook to show your post to more people and you can do that through your Facebook fan page or you can go back in what's called your business ads manager to create an ongoing campaign and Facebook has one

option back there called the engagement option which is basically a a fancy way to boost a post but we do have like more targeting options essentially so yeah you can Target males females of certain ages um certain Languages by keyword interests by jobs I mean whoever your

ideal target market would be you want to get really well known in front of them and you want your story to be well known because while all these other entrepreneurs or marketers or whoever they're saying hey here's my stuff buy this now and click here and we've all

seen that one in every four posts on Facebook as an ad it's very annoying even for someone like me that does very well and makes money doing this I don't I don't like to see that in my news feed all the time so I understand how the regular public is so

if you approach it from a way that doesn't look like a promotion at all and it's that's really not your your foot's going to get in the door so much easier and and that story will be sticky in their minds and I you know I remember the stories my

mother used to tell me when I was five years old it's it's a beautiful thing if you understand the power of Storytelling and confuse that with something that you would give away for free in exchange for a name and email going back to my book

what I did is I gave away the first six chapters for free plus a presentation on how to generate your first five thousand fans in the next 30 days on Facebook and like that was my quote offer at the very end but I gave away for more free stuff

so they would read my story they would go and click the link in the actual post and and by the way they would have to read the post to get all the way down there and and by then if they read the entire post that's somebody that you're going to want in your circle right

because they're they're much more uh I would say heart centered or maybe committed and they're they're just a more a better quality of person that you'd have on your subscriber list yeah so I mean you're taking them through a sort of hierarchy of you know it's kind of like

a funnel of you know okay this person has gotten to this point and you know they've they've read through this so they're they're engaged they're fully committed and and now we can bring them to a point of you know introducing a new idea perhaps or you know taking them to

a new space where you know something else is available to them yeah absolutely and I this is where I don't I won't sell anything on the front end there I just want to give them more value for free here take these first six chapters you're gonna learn a lot and

then once the once they have those six chapters now they're on my email list off of social media where I can now educate them and then stack the bonuses and the value like hey well this is you read the first six chapters what did you think and if you like that here's what I

have for you on our our launch bonus page we're gonna give you the book but you'll also get access to our private group and all these other bonuses so you want to make it just irresistible that you couldn't possibly refuse like wow that's that's really a great offer for

such a minimal price and then then people can do whatever they want afterwards so I I like to I've never been a really hard sell guy because I didn't like how that felt you know some I think people like to be educated and quote sold but no one likes to be

pressured I think there's a line there I mean there's so many there's so many layers to this of just really understanding it and I guess it could be overwhelming for you know someone who's just launching a business to get into the marketing side of it which is why

you know they would hire you know a marketer or people who are you know professionals that can do this for them right so I mean what makes what makes a good marketer I mean how do you know how can you tell when you're when you're shopping for a mark a marketing

professional how can you tell that you know okay I'm making the right decision when I pick this person well the the unpopular thing I'm about to say is that first of all you need to get your hands dirty now that doesn't mean you have to know all the tech and

geeky stuff about this and I and I believe in delegation you know I have a team for a lot of the things that we do but look at the most successful entrepreneurs all the all the names that we all know and I can guarantee you they're putting some time in either

creating the content or they have their finger on the money in the marketing of those two elements of the business and they're just involved they're not totally hands off there so and I find this a lot with clients you know uh going to let's say a a

Facebook advertising example you know you could hire an agency they're a dime a dozen and we we even have an agency too that helps certain clients but if you don't know some basic metrics and how to track your stuff what you can measure you can improve and if you can't

measure it there's going to be an ignorant tax that you will okay we're back sorry about that ladies and gentlemen I've deeply apologize seems like Matt last week we had a guest on and um it seemed like everything that could have gone wrong went wrong and it was

just chaos it was pandemonium just because I'm trying to you know like I've done we've done like 150 or so of these episodes you would think that I would have this down by now you know and I just um I panicked and and poor guy I mean he uh he was just he was just left

you know like with a broken broken heart no I don't know I don't know but okay so to pick it back up I mean I think we were taught I completely forgot what we were talking about actually yeah you were talking about um so you know hiring a marketer and

whatnot and I was just mentioning I was mentioning the fact that what you can measure you could improve and every Guru that we all know they have they have their hands in some way shape or form they've all gotten their hands dirty so you need to understand certain Concepts

and I relate Facebook advertising as an example it's good to know certain metrics to strive for you know when you pull things out when you'd keep them going really really basic stuff and conversion metrics because if a company is not performing to a certain basic

standard then well you don't need a year to find that out you know you you need like a little bit of time and budget and then you could say well this not that strategy is not working we need to shift so I'm a big believer and like most of my work is actually Consulting clients

and companies training their teams or training them personally on how to really Implement an effective strategy and protocol that they can either bring in-house and have their finger on the pulse of and I just find that works just a lot better in so many

cases but if you are going to hire somebody externally one you need to be very clear what you're looking for you can't just expect a marketer to okay well I'm gonna look for somebody that is great at search engine optimization getting my website ranked at the top of

Google but I also want the same guy to do Facebook advertising for me or even Facebook advertising can be split into so many different layers you know when people think of advertising they think of just classic lead gen type stuff and while there is a time and place the

elegant method that I just described for you the personal story type of thing that is still advertising we are spending money to put our message in front of the right people on social media it's just a more elegant way and then with the great thing about social

media like Facebook we can we can quote retarget people on the back end what that means is somebody interacts with your content watches your video for 50 of the time we can show them more cool helpful content that gets them closer to the result they want to generate so it's

almost like we can follow up like we would via email on a regular basis and the more you follow up well the more likely somebody is to consume your content and eventually buy your stuff it's it's pretty simple in that regard so is there a time and place to hire

somebody absolutely but I just find so many times that the business owner is just a little bit more ignorant on the process and they don't know what to look for so they usually spend a lot more money than what they need to yeah yeah for sure and you know it sounds kind of

square and you know the way we're kind of relaying it it sounds you know kind of Almost Boring but you know there are it does you can kind of create a game out of it in a way you know have you heard of someone named uh Shep Gordon yes um I have his book uh super match

yeah yeah I mean they they the book is great as well um they they made a documentary about him as well uh by Richard linklater I think uh did the documentary and the way he was able to get I mean he managed these these bands as you know and he was

able to get these these people that were relatively unknown to absolutely explode it was amazing the talent that this guy had yeah that's fine I mean listen if you're gonna and I found this to be true when I first started out learning how to

communicate with people AKA marketing it's it's exciting because you know let's say you don't have to go to school and get a your MBA to put up an ad on Facebook to figure out if it's going to drive people into your email list or not um I mean

there's I like that stuff I like figuring out what's what's working what's not what people are resonating with what makes them share the content the most and uh that's pretty fun and then yeah once you start making sales and helping people that's that's a

really amazing thing but um but yeah I don't uh you know there's it doesn't have to be as complicated I think as a lot of people think and I think I mean I think there's a certain point where where people I don't know I mean we're moving into this this

different way of of you know the way we look at content has changed you know like people have an attention span that's so low that I mean if you're not hooking them immediately you know if you're not getting their attention immediately they're already switching

the channel they're switching the the dial they're changing things around you know so I mean I'm sure you've heard of the Pareto Principle right can you go into that please the um I just drew a blank the Proto principle is the 80 20 rule where

um 80 of your sales is going to come from you know 20 of your core audience and I think I'm pretty sure that's it yeah yeah okay so I was thinking of something else my mind slipped um 80 like I mean it's true like there's a gentleman John rulin he wrote a great book called

giftology and he actually talks about this in terms of gifting to the top 20 so I'm a big believer in finding out your loyal people the people that are taking the most action that are consuming your content on a regular basis um the like I mean

those are extremely valuable relationships and I find for example people that consume my book a certain percentage of those individuals will then go to the next level which might be a video training course and another group of those might go on to one of our

seminars here in Atlanta or in the Caribbean another group of those might opt for a total immersion Mastermind or whatever that is and so you should definitely be keeping track of your hyperactive buyers or your hyperactive engagers all those things and you know

again we do from our end too and once you figure that out then you know whether it's through Customer Loyalty gifting through its um anything else to reward these people and just surprise and over deliver you should be over delivering to all of your

customers kind of like giving them that Ritz Carlton experience but with those individuals in general I mean we're always trying to surprise them for instance and you know get them a cool gift or like uh keep our name in our brand in front of them whether it's

through Facebook the retargeting sequence element so if you I think if you dial that in correctly and you really build that loyalty it probably takes less than 20 percent quite honestly to really grow I mean to achieve every Milestone that you wanted

you know what I mean I mean you've mentioned Facebook a lot I mean is that is that kind of the the social media platform you prefer I mean is there is there a different sort of style for each one I mean Twitter I feel like Twitter I we have the most success on

Twitter so I don't really like Facebook at all really it's going to be different based on your goals objectives and the type of brand that you have I'm most active I mean if you look at my tweets I'm probably most active on probably most active on Twitter but I get the

least engagement on Twitter because you know celebrities for example if you're a Usher you know the president or whoever it is I I find that a lot of celebrity brand like really high level celebrity Brands just get a ton of Engagement uh Facebook we get a tremendous amount of

Engagement over that way I like from a um uh again this is this is really going to vary by business so one if you're just starting out wondering which medium you should be going into first it's a good idea to pick two or three and start to test the water to connect

with your ideal audience and if you find that more people are engaging with you on Facebook well that could definitely be your primary go-to and there are other reasons why you might start there too especially with the advertising and the targeting there's no other social

channel that has as good of advertising uh and targeting capability as Facebook in my opinion so if you want to really reach your ideal person with a flip of a switch in a few seconds that would be a very smart play um you know for that but again depending

on the business Twitter has their own advertising platform as well and there is certain value I mean you could literally Target followers of another Big Brand let's say you're in personal development self-help well you could go run an ad to all of Tony Robbins

followers which would make a lot of sense uh but you then again you'd have to test and see what's working well you know are we just gonna offer them a subscription link to our podcast is it going to be an ethical bribe are we going to try and sell them something so

you're going to have to test things on your end other companies now are experimenting with networks like Instagram or Tick Tock you know Tick Tock is the hottest app out there at this at this stage it's a younger demographic however I'm seeing very similar things that what

I saw on YouTube back in 2006 when it first started right I'm not going to go as far as say that it will be that but you know it's pretty amazing when you can pop up a video and get 13 000 video views in an hour or less one of my clients did a simple video about posture

and stretching and Bam 200 000 views later in a matter of three days that's amazing I mean that's pretty darn good exposure so again you've got to test any of these mediums and certainly if you have a specific question about your business I mean tweet me or Facebook me

and I can kind of give you some insight where I think you might be better off starting right um yeah but good bit is it goes across the board yeah I mean it's really interesting the sort of spectrum um a friend of mine made this very clear to me and the way he put it I think was

really interesting but you know it's like there's there's only so much retail space that you have on your phone your screen is limited to a a certain size right so there's four or five apps that sort of dominate your your home screen sort of page and you know each

of these different apps like whether it's Instagram they have they do have this totally different demographic and I was you know it's funny that you mentioned Tick Tock because I had just I just downloaded it and I was I was kind of exploring it and going through these

different videos it's it's really intriguing and what I noticed is the the good marketers the people who who you know know what they're doing for celebrities they're already on there they're already getting the celebrities to produce content for tick tock and

it's already up it's already there they're already verified and then you know mentioning Instagram it seems like you know it's it's a it's a very fine balance you know like if you know that you're gonna reach more people on Instagram and maybe maybe there's

something in your demographic that just connects with Instagram better maybe you have a business that you know is a fashion business and you so you take more pictures and you know people are on Instagram more to look at pictures right so um so would you would you recommend that

people are on all all platforms or just like once you find your Niche focus on that you know that one specifically yeah so I I like the idea of having accounts on all the channels certainly but you will dig deep roots and one or two maybe but this is where like I said you'll

have to test the first 5 and you know even including snap you know snap is very interesting because it has the behavioral targeting that Facebook actually had to do away with I mean you can Target by geo location people live in the moment there you can Target by uh

income some pretty fascinating things so I'm just a big believer in testing and then really digging Roots into one big platform so even though I do have a presence on all of these channels in terms of my uh advertising spend for our companies you know I would say probably

80 percent goes right into Facebook because it's still with over 2 billion people it's our target market for who we're servicing the most which we can deliver value and you know we've just got everything down to a science uh now that's not to say that that's going to

be like that tomorrow and I've always listen I've had accounts banned in the past on different social channels I Remember on YouTube in 2006 where it was the Wild Wild West you know you just you're putting stuff stuff up and not really a fence it wasn't offensive

content it's just you know YouTube changed their terms of service uh you know a year later you couldn't add something in a video or you couldn't say this or whatever it was like really but really benign stuff and then boom channels were gone overnight

so that taught me early on is that uh I won I need to use social media in large part to get people onto a list that I control whether it's my email list or a text list or something where I'm not crippled if Facebook changes an algorithm like so

many people have been you know uh I'm just used to boosting posts and spending money on Advertising so I don't I understand the game but a lot of the brands that we work with they're kind of shocked when one to two percent of their five ten million or more followers see

their content they never looked at their insights before they assumed that everything was getting out there and no it's a Facebook is a pay to play platform they've got an obligation to shareholders so that's just the game and the smarter you can play that well you

know you uh you can do some pretty amazing things I'm so glad that you mentioned that I think that's crucial to know that and to exercise that because you know if we look at these these large megalithic sort of companies that they are the middlemen for you know reaching

your audience and the sooner that you're able to cut out the middleman the better your off you're gonna be you know and the people who are religiously consuming your content and believe in what you're doing and follow you they're going to want to do that they're

going to want to know you know if whether whether it's an app that you put out yourself or an email list they're going to want to be on that list absolutely it's just don't don't go through the School of Hard Knocks like I had to go through and it was just

I I can't say enough about building your um your home on a platform either that you control or migrating people anyway so uh you just need to play for the Long Haul I mean if something happened to our Channel boom we at least we have that communication we could start somewhere

new and there's a lot of censorship going on not to get into that side of the conversation but regardless of how you feel about certain things I'm a big Free Speech Advocate you know myself and because I realize if you don't you can't just before some of it like that's not

the point even though I might find certain views repugnant hey you know right I have the opportunity to turn that channel off or not to listen or whatever but um big Tech you know they want to be the police in many regards and and who's to say that what you

empowering the average person to better their finances to better their health whatever that may be who's to say that that might not be Fringe one day or you might not be looked at as wait a minute you're going against the status quo here we've got to keep these people

in a line so I just would be very um always keep that in the back of your mind you know build your audience but uh think of a way that you can get them on a list you control yeah yeah I agree 100 I mean we've covered it here on the show and it does seem very orwellian in the

direction which sort of this is all going and you know from from the privacy concerns with you know the way Facebook is operating Google as well and you know sort of editing search results and I mean you don't know when you're going to be in the crosshairs of that if they

just if some dude working at Google decides one day you know I don't want this person to kind of appear in search results today so you know you're yeah it's a very it's a very scary thing and I just it could happen to anyone so uh we could go we could go a lot deeper in

this conversation but uh yeah you want to protect yourself and certainly just be you know you'd be aware for sure Matt we've got about 12 minutes I mean is there what else can we mention how can we wrap this together in sort of a bow that I mean what let's let's talk

about you know maybe if someone is just sort of getting off the ground and it what do you say to that person like what kind of advice do you give to that person because I mean I encounter a lot of people that are you know the the podcast Market is completely saturated

you know thanks Joe Rogan for telling everyone to have a podcast you know thank you you know no disrespect intended love that guy but I'm just saying you know like everyone has a podcast now everyone does and so you know when I hear about someone telling

me that they want to start a podcast now kind of like you know you missed the pope a little bit you know but yeah I mean so what do you tell you know people just entering a very saturated Market in many regards yeah so the first thing that I always

try to like when I even when I work with somebody the first thing that we always put together is a value piece so even if it's the most saturated Market whatever that is we're always looking for an angle to like okay again how could we go back to the basics how can I deliver

value even if it's in the saturated Market to where somebody would see this and it would be just something that they would want you know like even if you're in the Paleo Niche and you're giving away 20 free recipes well you know maybe recipes never go out of style and people

are always looking for new recipes so that would be a very simple and easy way to build your list that you know you could then communicate with later on so I always go back to that star how can I think of something of high value and just stack on the

bonuses initially whatever I need to do just to get my foot in the door build my email list and then you know as we start to use a channel for advertising whether that's Facebook LinkedIn snap Twitter whatever that is we'll find which one is

going to produce the highest quality person in our funnel and then we just will keep that going consistently meanwhile you can then start to develop your own foundation and and brand so I like to reverse engineer my market if you're going into a market like paleo

there's going to be certain things maybe that the top people have on their sites and are doing I don't like to reinvent the wheel I like to see what people are doing and then potentially do it better or at a higher level and some of these things Trend sometimes it's really

consistent information for long periods of time so you have to know your Market inside and out and preferably you have a lot of experience in that you know you just because you might have went to school to become a dentist doesn't mean you have to stick in the dental Arena

you might have a hobby and you're really good at fixing cars or something that you can just put out educational content and people might resonate with you because of how you talk the shirt that you're wearing because you look like a down-to-earth guy you just never know

and but once you start putting content out you will get a feel for who's in your audience uh but I always lead with something of free value and then you can worry about okay building an actual site a home online that features you in a very very

worthy light and then if you want to even if you don't have any products services or programs but just to have some type of home um and then be you know work on what we talked about earlier those positioning factors and thinking how can I elevate my brand elevate my status

position myself so that I'm looked at as credible right from the get-go that I'm differentiated with x amount of people and I realize that some of you right now you might not be in a position where if there's an opportunity for you to invest

five thousand or ten thousand dollars to be in a circle with certain people or at a high level corporate and how you be able to piggyback on a name well you can still doesn't cost you any money to go and network with local meetup groups and

just to meet people and you know you'd be surprised at how far that alone can take you just just by saying hey you know I well if I would have you know going back in time the fastest point from A to B would have been for me just to find somebody that would

potentially have been doing what I want to be doing and say well how can I even whatever I have to do to learn from this person even if it's to work for free I'll absorb the knowledge I'll do whatever it takes I'll eat dirt but if I can learn how this millionaire this

multi-millionaire became as such well that's that's again the fastest pass I don't need to go on like separate tangents here but it kind of all comes together in terms of a foundation you have to lay a strong Foundation through the value that you deliver

based on anything else and then once you have that Foundation then you can worry about either the site or other strategies and tactics like you might learn in my book or something else but I think that a lot of entrepreneurs they forget about that even if they have

a just an amazing television show or podcast or whatever they're just not getting you know they're still relying on that one channel they don't have an email list of 10 20 50 000 people that they can email any time that you know to tell them

their new podcast episode is out as opposed to just waiting for the subscription on iTunes or whatever so you know I'm kind of old school like that yeah for sure and you know just to edit what I said I mean I I'm not saying don't start a podcast if you

want to start a podcast please do that but I think it's it's really good to kind of meter your expectations of where you're gonna be I think people have some sort of you know I don't know like a impression that they're gonna conquer you know everything when you know start

just with you know the first step first you know figure out which microphone you're gonna buy before you have hopes and dreams about you know like changing the world exactly you know and then you have to decide like I talked about in my book

you know once you get your ideas and you decide you want to create something whatever that is if it's a podcast an online course whatever whatever that something is then yeah have that free giveaway attached to it and then you know map it out like I like I kind of

show you like what do you want to deliver in this thing what is your short-term goal what is your long-term goal who do you want to help the most and then you know when you have that then you can apply the strategies the tactics and just just layer on

everything else and see how amazing this beautiful world that we live in is I mean it still blows my mind I remember when I I didn't have an online business you know where I still had my primary practice and I just had an idea I knew there was

something to this internet thing and then I began to kind of work it and slowly and but surely that snowball turned into an avalanche so I I mean big things can happen and it's a lot easier now my gosh I like maybe Xavier you know this uh too but

five six years ago even you used to have I mean you'd have to have like five or six programs or pieces and tools to be able to do everything like that a kartra or click funnels does nowadays you know if you're talking about like online business type stuff with shopping carts

with the email management system all in one place the sales page is a landing page it's insane how I don't want to say how easy it is but but it's pretty easy I mean to get this gets set up with something well I mean I think the toolkit has changed so you know when you

know what you're doing the the kind of the knife that you're using has changed upgraded the ninth but I mean if you're still just kind of like chopping around you're gonna cut yourself you know so it's good to learn the basics and understand kind of the realm and you

know your approach and I think having just a mission statement like you know what what problem are you solving I mean that's that's kind of the Mantra of everything and you know what makes you as a company what what are you what are you doing what value are you providing

to people why should why should I give you my attention you know why should I give you my money you know more than that so Matt I mean I really enjoyed this conversation man where can people get to your work where can people find your book sure absolutely a book is available

in bookstores um Amazon you can even go if you went to social media made me rich.com slash gifts gifts you can download the first six chapters there I'm pretty active on social media so if you can find me at Matthew Loop m-a-t-t-h-e-w l-o-oop and you know if you're an

entrepreneur or business owner you're looking to to grow in any way shape or form using social let's have a conversation um and see where your highest leverage areas are you know there could be a lot of opportunity and um I've just found that

it's still in a very abundant and prosperous time regardless of what goes on on social media there will always be opportunity it's just about being able to leverage that connecting with people that have already been where you want to be and just figuring out

those uh those shortcuts and there are people that will tell you that there are no shortcuts in business but I don't find that's I don't find that's true I mean you could learn social media on your own you could learn how to advertise on Twitter and Facebook but

then yeah like how long is that going to take you hours a day and or you could just take a course and figure some stuff out through a person that's already generating millions and millions of dollars it's pretty simple learn the systems and you can apply to your own

Niche but uh but yeah anyway that I can help you guys um just feel free to contact me on social 100 I love that just to add to that a little bit there's a there's an old quote by uh Tony Robbins and he says you know business deals are like buses

there's one every few minutes so don't think that you you missed the bus you know on on the business side of things guys we're gonna get out of here uh my guest for tonight Dr Matthew Loop which you can find at bookstores and we will definitely make that link available

on the website we usually hang out on the community server you can find the link to that it's allmylinks.com the human XP the invite to that is usually open you're welcome to come join us there thank you guys so much for listening we will be back next week with a new guest

have a good night