45,000 Pieces of Content in One Year

0:00All right, Bill Humphreys. Virtual rock star, let's go. 4.5 top line. I think 600k bottom line. >> Hi, this is Bill. >> Bill, Billiam. Tell me. All right, virtual rock star. All right, so you got 4.5 million top line, right? >> Yep.

0:24>> 600k bottom line. Okay, so you got 15% margins. All right, so talk to me. Like uh what's Tell me a little bit more about the business before I before I go any further. >> Absolutely. So, uh first of all, congratulations on 3 million. >> Thank you. >> Epic to watch. I was watching in real time. That was so cool. >> Well, congratulations on 4 and 1/2 million top line. >> Well, all right. I guess we're all winners. >> That's right.

0:49>> So, yeah. So, yeah. My business, we hire insanely talented virtual assistants for private practices. >> Okay. >> We hire people from the Philippines. >> Uh virtual rock star. I thought this was like a rock star like a guitar hero. Oh, that's >> [laughter] >> I was like, man. I was like, these margins seem low for some digital music thing. Okay, got it. This makes a lot more sense. Now, let me just make sure that I understand the actual monetization structure of this. Are you Is 4.5 million the representation of the aggregate payroll that you are that you are taking on? Like someone signs up through you and then you're handling the payroll of that specific VA and then you pay them or are you doing placements one-time fees?

1:29>> No, we're doing the aggregate payroll. >> Okay, got it. Okay, got it. So, that's why the margins are slimmer. That makes more sense. Okay. So, uh what do you just so I understand gross margins really quickly. What are you charging versus what are you paying for talent? >> Yeah, awesome. So, you know, what we're doing a little bit different is we're paying a lot more overseas, $7 to $8 an hour. >> Ooh, big spender. >> our clients 12. >> Okay. Got it. Heard.

1:53That I mean, the margins now make sense. So, you basically 50% of gross margin is going to overhead and then the other 50 is is is profit. That's fine. That works. >> amazing you guys could both see that so quickly. It's interesting cuz I'm on I'm I'm working with your advisory board. The first thing we're doing when I come out next month is we're raising my prices. >> Yeah. Love this for us. Well, Sharan owns a as a portfolio company that literally does this. So, I'll let Sharan take it. >> No, I Well, this is this is great. I think Alex hit the margins on the head as well. You want to be 50% gross margins is the right approach as well. And and I think you're doing 50% of that being net margin. So, it's it's totally okay. The increasing price points are good. The issue then becomes uh Can I Can Can you still stay sticky with increasing the price points? Can you do it with existing customers? Can you do it with new ones? Talk to us and talk to us a little bit about that strategy and is What's the big goal here?

2:45>> Yeah, so without a doubt, great. And nice to meet you. I I'll tell you that we are confident we can raise our prices. We have a strong brand in the healthcare space. I'm going to put this out. I've missed Okay. Put this out. So, I'm confident we're going to be able to raise those prices with existing customers, but we're branching out. I'm I started in physical therapy, which is where where I was born as a PT. And the margins in that industry are the worst in healthcare. So, as we're expanding into orthopedic surgery, when we tell them our pricing, I could say way more. I could tell they don't care.

3:13So, we're very confident we're going to be able to raise our prices. >> Love this. Yeah. Love this for us. >> Yeah, this is yeah. >> Absolutely. >> I- I- Is there a um Is there Are there other niches that are adjacent that are easy for you to have the talent and linguistic kind of ability to say, "Hey, we already service this." And it's easy to kind of turn them on or you Do you think about it differently? >> You know, that's exactly how we're branching out. So, we're in that rehab space. We started with PT, OT. We're dominating now like the speech language area. We're getting more into functional medicine and chiropractic. And the big way we've grown is is through me speaking a lot on stages. And so, I'm I'm speaking on a couple stages every month going into different industries on different like business related topics and it's a natural adjunct for us just to bring up the virtual assistant. So, that's where I'm spending most of my time. So, we're confident we can get the business.

4:00>> So, what's the question? How can we help? >> Yeah, man. So, this is it. Like this has been a masterclass on your book launch. Watching the power of a brand multiplied against all the things that you teach in your books, right? And part of the reason I've been so successful, and I just have to say this, is because this company I started 2 years ago with your books. So, it was lead and it was leads and offers as I was building the foundation. So, I I attribute a lot of my impact to those two elements. And so, this book launch is a masterclass of all those concepts multiplied by brand.

4:33So, I've been aggressive in my brand for about a year. >> Good. >> And even though I'm super proud of my dozens and dozens of followers, >> [laughter] [laughter] >> I will tell you I feel you know, I've got this rocket ship and I'm going to be looking for someone to run it for me. I've got this crazy cool team with people who've been with me. >> Right. >> Dude, on the brand side, I'm speaking, I'm you know, writing a book. I've got like all the social media and it feels diluted.

4:58>> Yeah. >> So, there's kind of this thing of like either I need to hire someone over there or So, my big question was like what's the one thing I can do to increase the impact of my brand without like diluting the growth of this rocket ship a month. >> So, but before Alex gives you a brand answer to this, right? Let Let me give you a I think you're thinking about the right way. And there are the the question that you ask is a good one, which is do you hire the brand or do you acquire the brand? As in as in do you get you do it yourself or do you actually hire it out? The Alex will tell you some portion of this takes a little bit of time.

5:33The question is while it's taking time, how can you still get some endorsed introductions? Is there and maybe Alex can comment on this. Is there a way that you can say, "Hey, are there five influencers in the in the healthcare niche right now that can be helpful in driving traffic while you help build your own brand simultaneously. So, you can actually see if a brand in that space actually makes sense. >> Right. >> Yeah. Cuz yes, the brand will make sense as a as a overall delivery vehicle. However, there are I will tell you there are some there are some sectors and there are some niches where you can have the brand, but if you don't have an endorsed introduction capability, you're not going to drive any sales. So, could you could you experiment with that right now where you can say could you find a micro-influencer in each of those areas or one or two to see if that actually helps? I'm curious what your thoughts on that.

6:22>> [sighs] >> Sorry, were you asking me? >> No, no. He was uh Shawn was asking me what How fast you're growing right now? >> Really fast. We launched literally 2 years ago. We're We're projecting that Are we projecting 10 million next year? >> Great. So So, I I I upon hearing what you originally said, my my first gut reaction before hearing every anything else was just that I think your initial fear is is warranted, which is that you have a very new business and it's growing really quickly, which means that you probably do have some operational debt. As much as you must love your team, I can promise you that the team you have 5 years from now, you're going to be like, "I can't believe I had the team that I have today." All right. So, like I want to lay that out there. Um is this your Is this your This isn't your first Is this your first business?

7:08>> No, this is my third. I started two others and sold. >> You know, you sound like you have Yeah. You sound like you have chops. Okay. Um So, then you probably do have slightly higher standards with with your team. So, that's good. Um I I just I hesitate when I see that kind of growth of like diluting yourself. So, I think it'd be more Okay. Now, I have my answer for you. I think you absolutely should invest in the brand. I do think it's a great long-term asset that it's going to position you long-term for what you want this to do. That being said, there are some things that I'll bet that you're doing that are taking a decent amount of time that have low return on brand impact. And there are other things that probably have significantly higher. And so like my time is extremely limited, right? And so there's probably a reason that you've noticed that like I don't I don't speak on any stages. I don't know if you've noticed that. I don't speak on stages. Because speaking on stages is really low ROI for me. The only thing that I get from a speaking on stage is if I choose to make a a presentation.

8:01And if I do that, my presentation gets a million and a half views on YouTube and the 1,000 people there, amazing. But like it makes no difference for me, right? Same same with podcast. I only do podcast if they come to my headquarters and come to my studio so I can walk from my office into my studio and it's like a it's just the same as like a Zoom call for me. Then I walk back into my office and I keep working. And so in looking at all the different things then trying to translate this into how am I creating the strongest associations, which is really just means like how am I demonstrating status, power, um uh credibility and likeness for the decision-makers who are buying the type of services that I offer.

8:43>> Got it. Yeah, that's brilliant. >> And so when I think about that, I think okay, I want maximum So the brand playbook, which is inside of the um inside of the uh the 200 pack donation that you got. Um >> Yes. >> that one outlines this like in like steps, right? So it's like these are the associations we need to If we know these are the associations, like branding is what you let someone know about, advertising is that you let them know about it. And so branding and advertising happen together, but they're separate functions.

9:12>> Got it. >> And so the brand will get built by who you are in the content that you share. The advertising is what's going to grow the business in terms of the number of eyeballs and people who see it who are relevant and can make purchasing decisions. >> Makes sense. >> So I would want to say, "Okay, so like taking all that out." I'd say, "All right, where are the fish? Like you said you speak sometimes. I'll bet you some of these conferences have have higher density of potential buyers and other ones don't. It's probably one thing.

9:39>> For sure. >> So, it's like I want to speak more at only the places where I have the highest concentration of the the buying pools. And then my that's my like super targeted very high ROI. And then my brand coverage, I'll put quotes here, is how can I give a little bit of coverage in terms of content so when those people check me out between when I speak and when they buy from me that I look like I have a pulse and I'm providing value in between. And I see that kind of quote branding or making content as almost lead nurture for the higher ticket nature of the sales that you're doing cuz I'm assuming you're selling not just one person, you're selling multiple head counts, you know, per uh you know, per account or whatever, right?

10:17>> That's correct. >> Right. So, that that's that's how I think about in terms of lay of the land in terms of how do I build this brand? And then the the the the brand loop that still always has to continue which you're I mean it sounds like you're doing it well, but I'm just reinforcing it for you is that like the product that you have is still going to is is the third part of the brand loop. It's what completes the loop. Right? Like I could advertise whatever I want and make content all over the place, but if the stuff that I had if the books that I had weren't good, I would get everyone to introduce it, it sounds interesting, they check it out, and then they would go away. Right? So, the the product still obviously completes the loop and then that's what spins the wheel.

10:49>> That's such a good point. Yeah, that being and it's great because as we look at getting somebody to really oversee the ops and value will help me free up my time so I'm focused on the highest revenue producing actions whatever those are. And obviously right now speaking on stage happens to be that for me. >> No, and that makes total sense. I mean, Sharan Sharan 6X real by speaking on 240 stages in a year. >> Oh, wow. >> Volume, bro. >> Yeah. >> She 200 million to 1.2 billion. >> Wow.

11:17>> [laughter] >> All right. >> Cool. >> Volume. Every like people it's wild like we had dinner in Q4 of last year and and we were talking about this exact thing which is that like and I think Natasha was on here earlier, maybe Natasha you're listening. Like so much stuff in business once you have the model down, is just breaking beliefs around how much volume is actually required. Right? Like people see my brand and my content, but like I put out I think 35,000 is what I put out last year. I think this year I probably topped that. I think I probably did something like 40 or 45,000 pieces of content. There's 365 days.

11:51>> Right. >> Right? So like just the sheer brute for like people are like, "Oh man, this this this uh you know, this launch was so big." It's like, "Yeah, I also made 3,000 ads." >> Yeah. >> I did 1,400 for the first round of ads. >> Wow. >> Right? We're spending 500,000 a day. Right? And so like again, it's like it's everything scale. And so once the you know, once it seems like your model's fine. I mean it sounds like it, right? And so now it's like, "Okay, you're going to probably because the business that you're in does have a little bit of operational drag and so it's going to be a people heavy business literally in terms of what you sell, but also in terms of who's operating it."

12:26>> Totally. >> The one The one amazing benefit here also is um when you can take the brand and put unreasonable units of effort on the front end, you are getting kind of recurring revenue on the back end, which is you know, the the asymmetric return of that is insane, right? >> speech, forever paid. >> Correct. And so you could also say, "Hey, I'm going to do this for 3 years and then just wean off." That will still win because you built your brand and generated the lead simultaneously into a recurring revenue machine.

12:56>> Yeah, I love that. And it's so inspiring because it parallels what a little bit of what you were talking about yesterday with Leila when you were highlighting the big like pivot changes, you know, what were the big movements that made everything possible. The first thing you guys said was the content, but the second thing she said was when you guys went down into your company and like bootstrapped over again in a way of like working crazy hours and we learned. And that for me is a little bit where I'm at in the brand stage. So for me I get a real clear vision of like, "Yeah, ops this isn't my first rodeo and I'm putting the right attention on it. It's okay that I'm grinding a little bit

13:25>> Dude, totally. >> and and we were just acknowledging it, but where I feel really clear now is that I want to focus on just those highest revenue pieces and building those other elements to support it and not worry necessarily about, you know, 12 to 2 million followers as long as I'm giving good content. >> No, okay. I'm going to say this cuz it can serve everybody else who's listening to this, too. And this will be super important for you in terms of your content. You will You will get lured by the algorithm to make broader and broader content. You need to resist that urge with all of your power.

13:55>> Okay. >> Because people will not buy from you because of your relationship advice. And so >> Right. >> Right. Now, you will get more views with that. But because And the good news for everyone is that And I'm so, so happy about this. Is that social media has changed. It's no longer social media. It still uses that terminology, but as of 18 months ago, it shifted to interest media.

14:19And so, the content is the targeting. >> Got it. >> Exactly. So, if you want your content to reach these healthcare decision makers, then make content about healthcare that healthcare decision makers care about, and they will be the ones who see it because the AI already knows what the content's about. It already knows the type of people who consume it. And so, completely ignore the the views. Just like don't Like now, I'll say this.

14:46Within the context of if you keep the content static in terms of the nature of the content, >> Yes. >> then use views. Right? So, like if you make something that's amazing about healthcare and you make another thing that's amazing about healthcare, and one of them has three times the views, then that was a better piece of content, for sure. But if you're saying this relationship thing or this meme that I'm recreating got 10 times the views of this healthcare thing, it's not going to generate more sales. >> Yeah. It's not a hole that's a mile deep, but it's a mile wide. And it's so inspiring because the vision the big vision for me at the end of this is to have this school community that's got the largest network of private practice owners positioned to just like change health care to actually transition and transform it and it doesn't matter the view I see your point if I'm like talking about relationships or like it's going to shift the idea of like when they're seeing me between stages going oh, this guy is actually about a lot of things that are meaningful to me.

15:37>> Yes. I also will tell you like if you have a chance to watch Alex and my breakdown of Real's business, we talk about just having a very clear path from when you speak to how they come into your world and I love the school community as long as that path is very tight. You could be you could be doggedly kind of obsessive about that path. That way you know more input on the front end will get more people into that same path and if all for example, if that path is getting email addresses, if that path is getting them to school groups, it's all okay. I'll give you the craziest thing men when I just started out speaking uh I it would be weird to go out and say hey, can you give me your contact information? Could you ask for stuff? So I actually made a deal with most of the hosts. I would say um hey, my speaking fees X, but since it's I've never spoken for you before and this is a great conference I want to add value, would it be okay if I traded my speaking fee for for the speaker list and I would only send out one email to the list.

16:32>> Oh, wow. >> So they give you the list and you you stay you stay true to that promise and in that email you just say hey, uh you tell the truth. The organizers allowed me to do this because they loved the fact that I have this group. I just wanted to you know, inform you of this. Click here to join the group it's 100% free. If you just did that, now you have a very clear path to one goodwill on the front end with the with the audience uh and then I >> We need like a sizzle. We need like a like a a like a tactical bell bell ringer. There's a tactical bell ringer.

16:59>> But but I think it now gives you a way to now it gives you a way also when you say you have a speaker fee and you're you're waving that, you create some goodwill on the front end and it kind of re-emphasizes your stature overall, which is really powerful, too. And you still get the What do you What are you doing it for at the end of the day? You're getting it for time in in of the audience and the list, right? Well, let's be very true to both those both those delivery mechanisms. >> And I'll I'll also share something that is Sharan's tactic. So, but I won't take credit for it.

17:26>> [laughter] >> As I do as I do with all my tactics. I'm kidding. Um but would you want would you want you explain the survey for from the stage for him? >> So, the survey close is essentially a lot of times when you show up either on a webinar or on Instagram, especially in in front of an audience, the struggle is you have to tell them, "Hey, they're they're worried that you're going to sell something, right?" And instead of that, you just say, "Hey, there is no sale in this. I'm going to give you everything that we talk about. All that I request at the end of this presentation is that you would take a three-question, 10-second survey."

17:57Right? And then the survey essentially is half the closer framework. It's clarify where they're at, label their problem, and then sell Maui or invite them to a solution. And that's it. That way you don't you don't even you don't sell anything else. That way on all the surveys now you know that Sharan has X pain. So, when you make the call or make the email or make the DM, it becomes so much more clear because you're reaching out because they raised their hand and told you what their pain was. >> Yeah, and so it's an engaged list rather than just like I mean cuz obviously getting the whole list is amazing, right? Cuz then all the people who will engage are on it. But if you want to have like I would say a softer ask is like if you're getting the list, that's like I would say like that's ideal, right? But you might even be able to also say, "Also, for anybody who wants my slides or whatever it is, like go go opt in here." And then then you can get that you can skim off the top and get the most um you know, the most engaged people.

18:45And you can also trade one or the other cuz maybe they're like, "I don't want to give you the list." You're like, "Okay, well, then can I at least just say anybody who's interested in this stuff?" >> Right. >> Um and then you can just lead gen from there and then you can, you know, set calls and close. >> What's cool about that, too, is it's really serving still. Like it's it's a small ask, but it really is service-based, so it really does give us information to help us give them what they need. And it's a it's a very small I love that idea. I'm speaking twice this week. >> There we go, baby. >> There we go, man. >> Rock and roll. Well, I appreciate you. I want you to make as much money as possible cuz you donated more books and that's the that's the virtuous cycle of Mosey Nation. Like more books more money gets made more books get donated which then go into the hands of more entrepreneurs who make more money who then donate more books and then around and around we go.

19:21>> Yeah, dude. I'm giving out so many books. That's cuz it's all that's like my big big like here you go. Thanks for letting me listen to me talk. So guys thanks for everything. Have a great day. >> You too, man. Thank you. All right. >> See you in September. >> See you. If you like this video and you're a business owner who wants to break through your current revenue ceiling, I distilled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into completely free scaling roadmap that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so you can click here and you can check it out.

19:48Again, absolutely free. And since you're a business owner, I appreciate you and enjoy.