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

entertaining and mentally engaging topics on the planet as we approach our ascent please make sure your frontal temporal and occipital lobes are in their full upright position. as you take your seat of consciousness relax your senses and allow us to take you on a journey we are the intimate strangers thank you for listening ladies. and gentlemen welcome thank you so much for your presence tonight whether you’re listening to this on the youtube 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 really helps stay engaged you want to ask the best. questions but either way sit back grab a drink enjoy this conversation the human 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 strut 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 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 my space Xavier sure yeah okay so what’s a way back then when everyone thought it was kid stuff I just happened to be at the.

right place and in the right time and you know we can certainly expand upon that story a little bit later but I knew that I had this 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 grow their you know brand or companies so it. was just a very interesting scenario coming back and that in that day so again I learned from the school of hard knocks basically you don’t just hang? your sign and in your office and expect people to come through the door you know you 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 it’s absolutely essential having a. social media presence I think is key to the success of any business you know so was there a point I mean a lot of this involves psychology just human. psychology so there in your book you mentioned the psychology of persuasion as 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 well two books one was a 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 of the entrepreneurial training in school and right around that time I also. connected with Robert she’ll Dinis book influenced the psychology persuasion and when he talks about these factors like consistency reciprocity you know Authority liking scarcity you know like all these things that. influence that 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 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 so I mean I I guess you know because of NDA’s. 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 I’ve worked with.

fortune 500 companies many brands that you’re right I do sign NDA’s 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 I’m pretty confident when say that because I’ve looked around and then you’ve got all you 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 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 when you 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 personality 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 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 consider myself more along the introverted lines 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 at the camera I mean if you can if you can do that like you talk to a friend it’s not so bad 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 at you having them in a role like it like I don’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 will they 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 maybe on 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 gonna happen we’re all gonna get knocked down but it’s just it’s gonna 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 the greater meaning in my life hmm 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 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 market 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 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 are we. gonna use your service or product anyway but sometimes they need a little bit more hand-holding for instance you know I mean if somebody might have an. objection about like well you know if I if I buy this is you know is it let me give you a let me give you a good.

example okay for it 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 well yeah it’s 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 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 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 giving them an informed sort of calculated version of you know.

what the product does so that’s a can so they so that it can be a beneficial exchange on both both ends of the equation sure sure sure now I might? listen I might know that if I give a hundred percent money back refund mind if it’s 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 we’re 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 died you know there are there companies that use certain principles in 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 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 risk getting a cease-and-desist letter here but 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 that were 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 sure sure and also 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 with who is starting a separate company and a percentage of their proceeds are going to be donated through helping to end. trafficking which is which is amazing you know I love that I rally around that so hard inside I’m happy to spend money with companies like that in fact I go I go.

out of my way to because I know it’s going to make a bigger just a positive impact in the world yeah yeah of course so you know let’s 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 90% of the ballgame 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 but if you oh 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 look very interesting there were certain winnings the techniques here well there were.

certain things that that drew you to my content in retention 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 thing 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 1% of the.

population writes a book another way that you can position yourself is to get in certain circles you know with celebrities that have good I should say good will in the marketplace that a line. maybe the or 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 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 when 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 then if you’re featured on the news that’s. another credibility thing let’s so there’s all these things that I lay out in my book and that I’ve talked about online that did matter is in terms of. first impressions professional 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 and yeah exactly so if you can at least get that initial couple seconds like oh wow this person. looks like somewhat of interest they’re delivering value into the world and let me check out their blog post 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 was 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 that’s going to be a difficulty 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 huh 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 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 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.

you’re on a rocket ship right sure how important is authenticity because I feel like you know that is kind of a 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 oh I can just I could be myself in front of camera but a lot of people can’t do that either they get all tight. they just they’re not themselves and so that takes it takes practice I think initially I should get going and you. should always try to ground yourself and connect with people close to you initially even 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 in and I’ve analyzed this in my own videos 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 seemed to open?

up even a little bit more of my personality shines better and I’m just more of myself so you have to cut a hack you know your strengths and weaknesses. and really 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 just 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 it but it’s how.

you like how you how you come across in terms of your nature and that’s gonna depend on the market but you have to be I’m a big believer in authenticity. people will find you out very easily in today’s world 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 know you don’t have to have a million dollars to look like a million dollars you know that I mean you can buy a nice suit at. 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 wouldn’t. 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 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 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 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 you know but yeah if you can win and out if you can lead with value that’ll.

that’ll shock people I still get shocked when I have somebody say that’s Matt I don’t know what to say sometimes I go 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 okay so I’m wondering you know give us some gold here so maybe something you haven’t released on an interview or you know something that you don’t traditionally put out in a public. space is is there anything that has been sort of a key to you know something you’ve done well you’re successful 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 gonna be in? the market like what your your life your vulnerability is your strengths 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 the 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 liked the piers the picture here’s where it was and then now because of how I learn to. leverage social media this is where it’s taking me and they could see the whole journey and that video and it probably has it has over a million views right.

now just that one video and then this like shares and likes like crazy so I find that if you have a video or a written personal story with a photo of. yourself and your family you can use that to allow the market that that to be your first impression at 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’d lead 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 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 sentences 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 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 it’s something that you weren’t expecting early on and it stood out from all the. other junk in the newsfeed 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 newsfeed but it was a sponsored post you know to his market and so that thing took off like wildfire and I can give. you countless examples of something like that so tell your story put it out to the market and Facebook I’m not gonna get too techie geeky because we’re not.

both in front of a screen but when you sponsor anything or you boost a post on Facebook that just means that you’re gonna 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 hmm which is basically a fancy way to boost a post but we do have.

metamour targeting options essentially so yeah you can target males females of certain ages certain languages by keyword interest 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 newsfeed 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 foots gonna get in the.

door so much easier in and that story will be sticky in their minds and I and I remember the stories my mother used to tell me when I was five years old hmm. 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 5,000 fans in the next 30 days on Facebook and like that? was my quote offer at the very end but I gave away more free stuff so they would read my story they would go and click the link in the actual post 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 gonna want in your.

circle right because they’re they’re much more 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’re 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 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 they 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 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. great offer for such a minimal price and then then people can do whatever they want afterwards so I like to I’ve never been a really hard sell guy because I.

didn’t like how then 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. can do this for them right so I mean yeah well yes what makes a good marketer I mean how do you know how can you tell? when you’re when you’re shopping for a Marc 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 techie. geeky stuff about this and I believe in delegation you know I have a team for a lot of the things that we 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 going to let’s say a facebook advertising example you know you could hire an agency they’re a dime a dozen and we.

even have an agency – 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 gonna be an ignorant tax that you will pay and listen I mean people you know there’s there’s definitely value in can you. still hear me yeah yeah yes sir Xavier you’re still there yeah I’m here can you hear me hello yeah yeah I’m here man can you hear me guys looks like we.

have an audio issue just hang tight for me really quick be right back.

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okay we’re back sorry about that ladies and gentlemen I deeply apologize seems like Matt last week we had a guest on and it seemed like everything that could have gone. wrong went wrong and it was just chaos it was pandemonium just cuz I’m trying to you know like I’ve done we’ve done like a hundred and fifty 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 he was just he’s just left you. know like with a broken broken heart I don’t know I don’t know but okay so to pick it back up I mean I think we were totally forgot what we were talking.

about actually yeah we were talking about so you know hiring a marketer and whatnot I was just mention I was mentioning the fact that what you can. measure you can 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 related fatalities and as an example it’s good to know certain metrics to strive for you know when you pull things out when you 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 need like a little bit of time and budget and then you could say well that’s not that strategy. is not working we need to shift so I’m a big believer in 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 gonna 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 an more elegant way and then with the great thing about social. media like Facebook we can we can quote re target people on the back end what that means is somebody interacts with your content watches your video for 50.

percent of the time we can show them more cool helpful content it gets them closer to the result they want to generate so it’s almost like we can. follow up like we would Evo 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 relay it sounds you know kind of almost boring but you know there.

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 Shep Gordon yes yeah I mean the the the book is. great as well they made a documentary about him as well i Richard Linklater I think did a documentary and the way he was able to get and 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 talent that this guy had yeah that’s fine I mean listen if you’re. gonna and I 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 gonna drive people into your email list or not 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 that’s pretty fun and then yeah once you start.

making sales and helping people that’s that’s a really amazing thing but but yeah I don’t you know there’s it doesn’t have to be as complicated I think as a. lot of people think mm-hmm 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 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 I just drew a blank rado principle is the 80/20 rule where. 80% of your sales is gonna come from you know 20% of your core audience and I think I’m pretty sure that’s it yeah yeah yeah okay so I was thinking of.

something else my mind slipped um 80 like it’s true like there’s a gentleman John Roulin he wrote a great book called gift ology and he actually talks about. this in terms of gifting to the top 20% so I’m a big believer in finding out you’re loyal people the people that are taking the most action that are. consuming your content on a regular basis the like I mean those are extremely valuable relationships that 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 RN to and once you figure that out then you know whether it’s through customer loyalty gifting through its. 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 keep our name in our brand.

in front of them whether it’s through Facebook the retargeting sequences element so if you I think if you dial that in correctly and you really build that loyalty it probably takes less than. 20% quite honestly to really grow I mean to achieve every milestone that you wanted you know what I mean I mean you’ve 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 gonna 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 UH sure you know the president or whoever it is I find. that a lot of celebrity brand like really high-level celebrity brands just get a ton of engagement Facebook we get a tremendous amount of engagement over that way I like from my again this is.

this is really gonna 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 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 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 can literally target followers of another big brand let’s say you’re in personal development self-help low you could go run an ad to all of Tony Robbins? followers which would make a lot of sense but you then again you’d have to test and see what’s working well you know we’re just gonna offer them a.

subscription link to our podcast is it going to be an ethical bribe are we gonna try and sell them something so you’re gonna have to test things on your. end other companies now are experimenting with networks like Instagram or tik-tok you know tik-tok is hottest app out there you had 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 I’m not gonna 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 thirteen thousand 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 no 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 yeah but good a bit as it goes across the board yeah I mean it’s really.

interesting this sort of spectrum 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. it’s like there’s there’s only so much retail space that you have on your phone your screen is limited to 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 each of these different apps like whether its 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 you know know what. they’re doing for celebrities they’re already on there they’re already getting the celebrity produce content for tick-tock 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 know people are on Instagram more to look at pictures right so so would you would you recommend that people are on all default platforms or. just like once you find your niche focus on that you know that one specifically yeah I 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 five 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 geolocation people live in the moment there you can target by 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 these channels in terms of my advertising spend for our.

companies you know I would say probably 80% goes right into Facebook because it’s still with over two 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 now that’s not to say that that’s gonna be like that tomorrow and I’ve listened I’ve had.

accounts banned in the past on different social channels I remember on YouTube in 2006 where was the wild wild west hmm you know you just you’re putting stuff. up and not really a fence it wasn’t offensive content it’s just you know YouTube changed their Terms of Service a you know a year later you couldn’t add. something in a video you couldn’t say this or whatever it was like really but really benign stuff and boom channels were gone overnight so that would that taught me early on is.

that I won I need to use social media in large part to get people onto a list that I control whether it’s my eat 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 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 look at their insights before they assumed that everything was getting out there and no 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 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 but you. know 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 they’re going to want to do. that they’re going to want to know you know if 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 to go through and it was just I I can’t say enough about building your.

your home on a platform either that you control or migrating people anyway so you just need to play for the long haul I mean if something happened to our. channel boom we least we have that communication we could start somewhere new and there’s a law 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 mice 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 was repugnant hey you know right I have the opportunity to turn that channel off. or not to listen or whatever but big tech you know they want to be the police in many regards and and who’s to say that what you 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 yeah we’ve got to keep these people in a line so I just would be very always keep that in.

the back of your mind you know build your audience but think of a way that you can get them on the list you control yeah yeah I agree a hundred percent I. mean we’ve covered it here on the show and it does seem very Orwellian in the depression 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 gonna 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 say it could happen to anyone so we could go he could go a lot deeper in.

this conversation but 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 what?

do you say to that person look 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 I 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 I’m kind of like you know you missed the Pope a little bit you know what 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 that 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 how okay again how can we go back to the basics how can I deliver value even 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 the 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 store 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 or 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 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 way I like to see what people are doing. and then potentially do it better or it 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 but I always lead with something a free value and then you can worry about okay bill. ding 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 product services or.

programs but just to have some type of home and then be you know work on what we talked about earlier those positioning factors and thinking how can. I elevate my brand I look at my status positioned 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 realized 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’d 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 and how far that alone can take you just about.

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 path so I don’t mean 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 that 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 thousand people that they can email anytime 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 just to edit what I said I mean 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 and. online course whatever whatever that something is and ya 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’s 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 but surely that. snowball turned into an avalanche hmm so I mean big big things can happen and it’s a lot easier now my gosh I like maybe the Savior you know this too but.

at 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 Cara or clickfunnels does nowadays you know if you’re talking about like online business type stuff with shopping cars with the email management system all in one place the sales page is a landing.

page it’s it’s insane how I don’t want to say how easy it is but but it’s pretty easy I mean to give this get set up with something well I. mean I think the toolkit has changed so you know when you when you know what you’re doing the kind of the knife that you’re using is changed upgraded the. knife 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 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 book is available in. book stores Amazon you can even go if you went to social media made me rich dot-com slash gifts gif TS you can download the first six chapters there. I’m pretty active on social media so you can find me at Matthew loop ma tthe w LP 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 and see where you were highest leverage areas are you know there could be a lot. of opportunity and I’ve just found that it’s still in a very abundant and prosperous time regardless of what goes on on social media there 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 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 you how long is that gonna 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 but yeah any way that I can help you guys just feel free to contact me on social 100% I love that just to add to that?

little bit there’s a there’s an old quote by Tony Robbins and he says you know business deals are like buses there’s one every few minutes so don’t. think that you miss the bus you know on the business side of things guys we’re gonna get out of here my my guest for tonight dr. matthew lutz.

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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 all my links comm slash 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.

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