Warum dein Content auch nach 4 Jahren keine Views bringt

0:00Let's do it. All right, so I sell Yeah, sell tax strategy and tax filings to people overpaying in taxes. Currently make 4 million now, would maybe like to exit for 100 mil. And what's stopping me is not having like a massive brand, so people don't really know us when they think tax. We want to be first in mind. Make videos, but barely get any views. But brand will unlock us, you know, hit that premium and have demand gen. And you know, if we can't build brand, biz is over. AI will start taking our lunches.

0:28And you know, people won't be willing to pay for a premium relationship. You know, but ultimately no one will know, care about our business, and we will not be able to hit our revenue goals. So, just you know, how do we build a brand? Been making videos for 4 years on all social platforms for, you know, posting five times a week and still can't get views. Okay. So, I'm going to rewind a second. How are you getting customers right now? Word of mouth, referrals from our existing clients. That's our biggest one, and then some trickle in from Facebook groups, and then we also have We're on some paid ads, but not really haven't done really well in that in that space. Are you supply constrained right now? Like can you handle more customers?

1:06Yeah, we can handle more customers. Okay, got it. What's the pricing model, and who's the avatar? Pricing model is 3,000 bucks. You come in, get the tax saving strategy. So, it's a full money back guarantee if we don't find 3K for you. And then after that, you get enrolled into the membership. You can play that 3K as a credit over the next 12 months. And then the membership, it's where you do your filing, the accounting, the you know, bookkeeping, couple calls, whole enchilada.

1:31Uh that ranges from complexity anywhere from 300 to 3,000 bucks every 4 weeks. On average, though, it's like 500 bucks every 4 weeks. And then we sell to a triangle of people. It's business owners, real estate investors, and high W-2. I'm in San Francisco, so a lot of high W-2 folks. So, anyone that just has that feeling where usually we're their next stop after their TurboTax, or they're down the street, or mom a mom and dad's accountant that doesn't do any tax strategy. We're usually the first stop for tax strategy.

1:59Got it. Got it. Okay. Um All right. So, why do you think the content hasn't worked? Not that interesting of a guy. Um maybe the value isn't there. Um so, like we've gone from like the education side of like, "Hey, here's all the tax strategies you can do." Come talk about the strategy itself.

2:28Um I know my personal belief, talked to my wife and stuff, is like I think tax is a very dry industry. Maybe no one No one cares cuz people barely file their taxes now. Like we run into people who don't file their taxes even. So, yeah. Um might be a just a dry ass industry. Yeah. >> I would reject that. Um >> Yeah. So, I think uh if you look at um Erica taught me, she has uh Have you Do you know who she is? She's got like She's a lawyer. She does Oh, yeah, yeah. Uh-huh. Yep, yep. I mean, I think legal's more boring than taxes.

3:01And she's got like 5 and 1/2 million followers on just like Instagram. Mhm. So, I don't think tax is boring. I think you might make tax boring. And I say that not in a harsh way. Um Oh, yeah. Also, >> do. Yeah, I'd also look at um Vivian, too. She does uh some financial stuff that I think is more like tactically personal finance-y. I think there's also like you look at Dave Ramsey, obviously he's personal finance as well, but in a different kind of flavor, more on the saving side. But I think absolutely if you did like live like, "Hey, well, I got two things you can do right now." Like you demonstrating the expertise, I mean, look at what I'm doing.

3:41Right? Business advice could be, you know, perceived as boring. So, it's like I mean, at the end of the day, people like making money and people like saving money. And so, I don't I In some ways, if you think it's tax, then it's boring. If it's like, let me let me show you how I saved this guy $100,000 in his pocket in 20 minutes. That is far more interesting. Mhm. And so, I think demonstration of expertise in a world of AI is super, super important. Um and it'll be something that AI will not be able to fake. So, I would say do that as a content strategy. Demonstration Demonstrating the expertise. In terms of your um Where are you Where are you posting right now?

4:21Um Instagram, Tik Tok, Facebook. Facebook's been getting some traction lately, actually. Two Facebook has the most users out of any social media platform. Yeah, totally. >> Yeah. Also, buyers are on Facebook, dude. Like Like the older demographics there, and guess what they have? The money. Uh so So, I think you should totally double down on Facebook. It's It's actually like people are not using it enough. Like we We grow disproportionately quickly on Facebook, as well.

4:46Um Okay. So, the content you're making You were making tax stuff. You shifted to making something else. What is that? Oh, no, it's all tax stuff, too. We We was been making more tax content. >> process? You just say like, here's a tax Like, here's a tax code you didn't know about? Um usually like, yeah, the here's a tax like strategy, paying your kids, Augusta rule, rental >> No, go go real stories, man. Uh-huh.

5:11>> You have How many clients you got? Uh near 800. Okay. So, imagine as part of the value add that you have, you also do a personal call with them. Like what I'm doing right now. And then you And then you do the fastest diagnosis of their business, and you cut it down, and you start clipping it. So, now it's a value add, and it's marketing. Cuz you just It's not interesting, cuz it's a hypothetical. So, what makes content interesting is stakes.

5:38Right? You have to have stakes. Yes. Yeah. And so, there's ways of making stakes, which is the artificial way, which is like you just create a hook. A hook creates artificial stakes, which is this curiosity. What if I Basically, I wasted my time if I don't hear the rest of this. That's the stake with a good hook. Right? Now, if we want to create real stakes, it's like uh you know, if someone starts to call and says, um I'm on the edge of a cliff I'm about to jump off. Um and if people actually believe that, the stakes in the call are life or death. Right? And so, you will get watch time. Now, of course, you want to do this ethically and whatnot, but I use it as an example. And so, for you, you need to Are you studying anyone in the space that you would like admire that you think is doing a good job?

6:19Mhm. Not not studying game tape, yeah. Yeah, dude. Like, look at what the people who are in Like, I just gave you two, but like you should have like a list of 10 who are doing better than you. Look at the hooks that they're using and then say, "Okay, can I use this hook and then solve it a different way?" So, my I don't I'm not a big believer in copying people's content. I think it's a bad idea. But, if you want to use a hook, I think that's whatever. If you had you know, you want to reuse five or 10 words and then you have a very different delivery on that hook, I'm all for that. And so, I think a combination of studying the people who are in the space, modeling the structure because you have to hook, retain, reward is the is literally how content works, right? I'm going to bet that your hooks aren't that good and that the content itself is generic rather than specific.

7:02And so, people like think about how silly I use this example a lot, but I think it drives it home. Like, Dave Ramsey literally tells people 3 hours a day, 5 days a week for 40 years, spend less than you make. That's the content. I could make an argument that that is drier than tax. Right? But, when you get into the story of it and it's like, "Oh, my husband's cheating on me and he did this thing." Now, it's like feel you know, it's there's drama there, right? So, you can use the stories cuz at the end of the day, you're just going to give them a couple of pieces of advice and you're like, "Well, shoot, there's only so many tax codes." It's like, "Dude, he literally tells people to spend less."

7:36Like, it could the the advice couldn't be simpler. But, it's the situation, it's the context that makes it interesting. And the stakes is what did you spend last year? And imagine the one where it's like, I have a $500,000 tax bill and I don't have the cash. Stakes. And I bet you have you had that situation come happen? Oh, yeah. Uh-huh. Right. You have amazingly high stakes in this business and you're just not using it.

8:02Oh, okay. So, using clients confirm it's cool with them, chopping it up, mixing it up. In terms of demonstration of expertise, is that just like a like a like a show? No, no. Like I'm saying, demonstrate your expertise. I'm demonstrating my expertise right now. Mhm. Right? You do what I'm doing. Show you helping someone save money on taxes. Oh, okay.

8:27Use a medium through through through through through a client. Yeah. Are you Do you have any You have cuz you're local, right? Um I wouldn't mind that. >> As in like you have in-person business. You You said San Francisco, so a lot of people you're in the Bay Area. Oh, it's it's fully remote, actually. Yeah. >> Okay. Well, worst case, if they're all if they're all geographically located, you can invite them in to do some stuff. Oh, okay. Okay, so do it IRL. Don't do it a Zoom call. >> Yeah, I think IRL will work a lot better. Oh, okay.

8:53>> If you have that ability, which you do, do it. You know what I mean? Got got Oh, okay. That's a key part. Yeah, I'm saying like >> Okay. Dave Ramsey's remote, so I'm not I don't want you to get this belief that it cuz it works the other way. But I'm saying, if it's your first shot, you'll have better you'll have it'll be easier to get it to work in person than it will be remote. Oh, okay. Yeah. So, let me give you the TLDR on this. You need to build in to your delivery model a mechanism that on a monthly basis you are going to talk to 20 to 50 clients.

9:25And you're going to talk to them in person or remote, and you're going to record that so you can add them give them more value. And you're going to structure the call in a way so that you You start with the stakes that they're going through. Their last year's bill versus this year's bill, or maybe how they started and what they're you know, the bill that's upcoming and how we're going to try and pay it down. Whatever it is. And then you're going to go through one to three tactics that are going to help them. That's it. You should do that over and over and over again.

9:52Gold. Okay, nice. A lot of solid there. And then build out. And then are they in that clip or no? Yeah, of course they're in the clip. Yeah. Okay, okay, get this get this good consent. Yeah, and you can also just blur out the like this is where this is where a phone works well because you don't see the faces. It's John from whatever. Like no one knows. Right? So you could just do face and they could do you all the financials. But if you if you have no face and it's just John, who knows, right? So you can do it that way.

10:18Or if they're in person, you can blur out the face. Either way it works, man. Okay. And then generally our meetings right now are about an hour. Like would it need that long or no? No, I mean our meeting right now is 10 minutes and we're about to end. All right. So it's just Okay, quick things. >> Yeah, dude. It's just like you're you're good at this stuff. You do 4 million bucks a year, right? So you don't suck at it. So just just give them one or two things that you can that that they can that they can take away. And also you can just consider calling like you have followers, right? Even though you've been posting for a while, DM some of your followers. Just say, "Hey, want to do a free free tax audit? No pitch. I'm just doing it for content.

10:54Your lucky day." Nice. Uh-huh. Cool? Uh Dude, so solid, man. Thanks so much. Appreciate you, dude. All right, take care. Rock and roll. If you are a business owner and you are not growing as fast as you like, I'd like to give you a free gift. So my team and I put together the 100 million dollar scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through. And more importantly, where they got stuck and how they got past it.

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