Growing Your Business Through the Ripple Effect of the Lighthouse Marketing Strategy

Right? It's also the law of reciprocation, like -- Yeah. -- because you're giving so much to these people. They just feel so inclined to get back. Yeah. That's fine. You you guys see how that is. You you see that reciprocity, that whole bounce back. So the more you edify other people, the more it's gonna come back get you. I wanna share with you today the power of the lighthouse strategy, the lighthouse strategy, is where if you have one great client, you can use that to get ten more. So so here's here's how the lighthouse model works, and I've I want you as we're going through this to apply this for yourself. Because the reason why you're here at Mark Lacks personal brand accelerator is you're using your personal brand to get more clients. Right? Because you're an expert because you're a coach, you're a consultant, you're an author, You have some kind of expertise. Other people wanna be able to hire you, go through your program, buy your course because they see who you are, and they see what you've done. And the number one reason people buy from you is because they see other people that are like them successful. So they're like, you know what? If If Angeline has been successful, then maybe I wanna do the same thing too. Right? The the whole point of a lighthouse is you have a great example that can get you other examples. I'm gonna walk through several dozen other examples of how we've done that. And Danny's got a great example too. So we're gonna walk through his example as well too. So this this is something that we've used, whether it's, like, having the Golden State Warriors as a client together other NBA team all the way to just having a local business, like, maybe a pest control company or maybe a chiropractor or maybe a real estate agent and getting more of the same. You know, it's kinda like the law of reciprocity, like whatever you put out there in the universe, you get more of it. It's like karma in a way, but it's it's how we amplify that from a marketing standpoint. So what is a lighthouse? A lighthouse is a great client where you've documented that SOP, ideally in video, like in a podcast, whatever, so they can then be published. And that means published as a YouTube video published on your website, published as a book, published in social media, snippets published and your GMB published wherever other people's websites publishes articles that you that you you share. And that that's not a testimonial. That's not a landing page. That's not your offering. That's not your coaching program, but it's sharing literally how you do what you do with the authority of someone else, ideally, with the client. That's not you talking about it. That's the client talking about yourself. And then when you share that across all the other networks, you you get more of the same thing. Okay? So if you Google lighthouse strategy and my name, you'll see that we have literally done this thousands of times. So Vendasta is the largest player in white label local services, and you can see that George LEath, the head sales who grew this thing from nothing to eight hundred employees. We go on and on about lighthouses. And we have lots of examples of lighthouses. And we have videos going through oh, look at this. This I hate the freeze frame. It always stop stops in some weird thing. But here, With RepStack was a client. They happen to have me on their podcast, and we are talking about the lighthouse strategy. Not just for marketing agencies for anybody. So, for example, I'm with Daryl Isix. I'm at I'm staying at one of his homes in Florida, and I have Daryl here And we're we're defining what is the lighthouse strategy? So, you know, Azar is is interviewing me on at one of Daryl's homes And Daryl happens to walk in as we literally are talking about what is the lighthouse strategy, and this is what happens. We'll we'll put this here right here. Alright. So this is Daryl Isaac. He's known as the hammer. Hello. Hello. Hi, Daryl. He's not how are you ordinary? Personal engine. Let's just go this way. This this this weird got this weird hanging on. Let's just stand. Let's let's let's stand back over here. Alright. Alright. Good to meet you, Daryl. Alright. Let's see. Over this. Oh, with this way just like a little bit for you. Okay. Alright. Okay. So Azar runs Revstack, and he provides services to other agencies. Without a Pakistan, they're creating a ton of jobs, I I love what they're doing. We have a lot of mutual friends. Okay. And so we're helping a lot of agencies grow because, you know, agencies are they're constantly focusing on trying to sell the client. Their processes. Right. Yes. And when we have these clear published processes, and we have a lighthouse, meaning a great exam. Oh. So Daryl Isaac is an example of a lighthouse because he's got hundreds of personal injury attorneys that follow him. He just had a conference in Vegas a couple weeks ago. He's done two billion dollars in recovery. And he's super well known. I was well, we were in Kentucky with him last week. And wherever we went with the restaurants or whatnot, people would stop him because his face is on TV and in billboards. He's got super bowl ads all that kind of stuff. So he's super well known. Stop. You're gonna make me blush. You are blushing down. Well, Dennis, Dennis, is the best in the world, and I always work with the best in the world. So I reached out and, instant instant respect relationship. So But he came down to visit me in Florida. I've I've got a place down here. So he's hanging out of my place and, I'm I'm I'm stealing all his knowledge. Well, you you you gotta go for it. Dennis and I've been spending some time, you know, for the last one year, we have. I'm originally in Calgary. I'm I'm in Athens right now, but Dennis and I got to ride some scooters, back in May. And since then, we've been implementing strategies. And one of his strategies that he's been talking to us about is his lighthouse strategy. And that's it's a true example. Right? Like, you we have a lighthouse right here. You take that person and you build relationship with those. Like, you identify those people inside your niche. Yeah. And now you have content with these people, and they help build authority for any business that you're trying to promote. Right? So it's incredible. Yeah, Daryl, we we have a waiting list of clients right now because of Dennis, you know, we have, like, twenty, twenty plus clients waiting for us to get our people inside their digital marketing agencies. We we sell to I I think, you know, we sell to one of the hardest people, which is digital marketing agency owners. And, you know, it's we we we book, like, hundred and twenty plus discovery calls every single month. And then even after that, we can sell to them. They have to wait usually two weeks, up Okay. So you can see we're literally demonstrating the lighthouse model live. Which is weird. It's like the inception where it's the movie inside the movie and, you know, the dream inside the dream inside the dream. And I wanna know what do you guys think? How would you define the lighthouse model? What what have you learned from this where I'm bringing a client on on a podcast to talk about how do you build authority? And then he literally comes in and says what he says. What does that mean? I know Will Trope is here. Will knows. He's seen that firsthand himself. Is Dan Eulen here? Dan's here as well. Dan's implementing the lighthouse strategy Yeah. With Will's help, because Dan has some great clients that before he's never really featured, he'd get kinda secret, maybe because he thought it was a privacy thing, but everyone wants to be honored. Right? Dan serves the through elite student coaching. He serves high net worth parents, where these parents want their kids to be super successful, not just again, the great colleges, but to have everything in life. Right? And to set them up the right way, the right mindset to be able to do masterminds and teach others and do public speaking and have leadership things, which are largely intangible. But by honoring the success that these other folks have, he's Dan's not self promoting. He's honoring other people, and who doesn't want a little bit more appreciation, a little bit more respect, which is actually how you grow your business by demonstrating what you are doing. So that's what I literally was doing there. That's what I did with vendasta. That's what I did with this personal injury attorney. That's the the guy we're meeting in a couple days, Ken, who's the pest control guy. You know, I've known this this guy for a while, but because of the lighthouse of Perry Marshall, who's one of my lighthouses. That draw other people who are in Perry's community because they see Perry and I have been friends. They that trust spills over onto me, even people that I've never met. So I wanted you to see firsthand the power of the lighthouse strategy what the lighthouse strategy is, and then I'm gonna show you step by step how to implement this lighthouse strategy. But I first wanna make sure that you understand the power of a lighthouse and why you need a lighthouse. And if you can identify a lighthouse among any client doesn't even have to be a current client. It could be a project that you worked on a long time ago, but the power of your personal brand is not how eloquent you are, not all of us can speak as well as Mark Lach, not all of us know Mike Tyson. Like Rhonda just mentioned, But all of us can definitely leverage the word-of-mouth and trust that comes from other people that know who you are. Right? So if you know Ryan Davis of service legend, then then the people in the he just walked by. Then the power of the service legend community then helps you out. Right? And I see a lot of us here struggling from a personal branding standpoint because we feel Rongly that we have to produce all this content ourselves. And once you flip that and realize your lighthouse does all the work, your clients and your community, all the people that you work with, the people that know you do your work for you, all of a sudden this huge weight is lifted off of you. And you realize I don't have to do any sales and marketing at all. It's a completely different view of selling. So I'll leave it at that. And before we go to the next stage, I wanna hear your feedback. What I look like, Danny, I wanna hear your feedback. You guys can chime in. Say what you want. I wanna hear your feedback. I think that the lighthouse having a lighthouse is incredibly powerful, and really you only need one lighthouse. When when you just have one great lighthouse, a great example of what you do, what you provide, and what other clients are hoping to get when prospects want, like, let's say they want twenty clients. Yeah. And you provided one of your clients, or one of your clients, twenty clients, then they'll see that and they'll be like, wait. Like, that that's exactly what I want. Instead of you, telling them that you're gonna get them twenty clients, your client is telling them, wow, you're so great. You did this for me. And they're like, oh, wait, like, He's not even trying to advertise. Like, they're genuinely trying to help me. Yeah. Dan or Will, what do you think? I think, like, as an agency owner, it helps too, just the wrapping your head around the concept of a lighthouse client because it makes you want to work harder for the person you're delivering to. Obviously, everyone wants to think that they're by default, like, caring for their clients. But when you conceptualize it and visualize it as, like, I'm working so that this person's gonna benefit me because it's gonna be great marketing. I think it helps your your own work ethic and drive in that way. That is a huge point, Will. I wanna touch on that a little bit more. Yes. It create it gives you more incentive and drive. But consider this, and I wanna hear what Dan thinks about this. Will you are relatively new agency. And someone like Dan could hire anyone he wants to. Right? Why would he hire some twenty two year old that only has a little bit of experience ostensibly? Same thing for Danny. Right? Why would someone hire a nineteen year old? It's because of this. So, Dan, imagine imagine I was twenty two. I feel like twenty two sometimes. And I said, hey, Dan. I have, you know, I'm new in digital marketing, and I don't have a lot of experience. I don't have a lot of big successes under my belt. But I wanna do a really good job, which is what they'll all say. Right? And but but then they say, and I wanna do such a good job. That your example is the example that everyone else in the industry says. You know what? I wanna have it done, like, the way it was done for Dan Ueland. Wanna make you so happy, Dan, that you wanna tell everybody about what it was like working with Will Truth, not because I'm gonna pay you a commission to, you know, refer things, whatever. But how does that change the credibility angle if I tell you, Dan, up front? Yeah. I wanna do a good job. And I wanna do such a good job. I'm telling you now. Before we even start, I'm gonna do such a good job that I want you to tell everyone about it, and I wanna document every step along the way, and I wanna make you proud. How do you feel about that? So two things, two answers to that question. And it works. By the way, hi, Danny. Great to see you. Let's go ahead, Dan. Yeah. So I had a good fortune to meet Danny and Will, and we'll we'll knock it out of the park the first night that we had dinner at at the Hankek house or wherever that place was. By just impressing me with just his demeanor. And, you know, and I remember when I was twenty two, and I moved to Japan and nobody nobody knew who I was. And it was just that that micro let me just show you. And the first day that Will and I started working together was that that micro demonstration. We all just start somewhere. Right? And there's that premise that you hire somebody based on past success. Past success is a demonstration of future future success. We'll have to start somewhere. And along the way. Will has we just got off a meeting. Right? Well, like, two, five minutes ago. And Will's documenting every step along the way what he's doing. The other thing too is that Will had said to me, I wanna make you my lighthouse client. Right? But I wanna make Will my lighthouse guy. Like, there's it goes in both directions. Right? Will isn't too much. Will's the same age as the guy as the as the kids with whom I'm working as the kids with whom I'm working in in in my extension program. So he brings us incredible perspective, and we've talked about celebrating clients, and we're we're talking about making the the the videos with my the kids with whom I'm working right now. So it's the it's this feedback loop. And to what you said before, you know, credibility goes to that old PR thing. No. No. People may believe what you have to say about yourself, but people are really gonna believe it when parents and kids talk about the results that they're not. And it gives me great joy to celebrate. I mean, it just I I I love it. I love it so much. My kids have been not gonna the kids with whom I work. My kids have been just crushing it recently. In Dennis's humility. So nothing gives me nothing makes me happier. So and I think people can tell that authenticity, you know. You can't fake that part. So how do you so the lighthouse we agreed the lighthouse model's powerful. We agreed that word-of-mouth, reputation, other people speaking for you is way more powerful than anything you could ever say about yourself. If we we all agree there, is anyone before we move to the next stage, is anyone confused? Or does anyone believe, well, my clients would never talk about me. Or I already have plenty of testimonials. Well, how is this any different? Is everyone clear so far? If if you're not clear or you're confused about why the lighthouse strategy is the most powerful way for you to get more business, say something now. Because if I lose you at any step along the way, then you'll like a domino. You're gonna lose everything else. Okay. Kim says, I like the upfront intentionality of letting someone know. I want yeah. To be my lighthouse, it's not a trick. It's not something where I'm trying to get you to say certain words and then, like, chop them up in a certain way. No. This everything is completely intentional. It is up front. It, and it it helps everyone to know. Like, yeah, I you see why I have an incentive to do a good job for you. Right? The same thing for Danny. Danny wants to do a good job. For his pest control guy because he said explicitly, I wanna get another ten pest control clients. And if I don't do a good job with you, You're not gonna wanna say all these good things about me to all the other people in pest control because all these guys talk to each other. Right? They go to the same conferences. They use the same software. It's you know, internet's a small place. Okay. So we all we all agree with that. Now that we do, I wanna show you what it means to gather a lighthouse material and document behind the scenes. And you've heard, you know, Gary Vaynerchuk say things like, you know, instead of market or whatever document. And I agree, you know, documenting, documenting what you're doing just like this. Right? We kind of doc this is literally real time I'm at Daryl's house. But remember I was showing you how on my iPhone, the phone is literally gathering everything that I'm doing. I was in Chicago with Marco, who he does three hundred twenty thousand dollars a month, pretty awesome for his home service agency. All these things are being gathered. And if I go back a little further, let's say, even if I look for, like, will, you can see where it's Sky Zone, there's Dan, and look at all this that's occurring behind the scenes. So this is not the look, even his eyes are closed. These this is not the actual camera footage. The actual camera footage is on the camera. You can see because the the screen renders this beautiful kind of orange and the iPhone shows the actual colors in it. That you see. So this is shot on a fancy camera. This is recording a bunch of snippets as well. You can see he has prepared his notes. With guiding Dan through these different questions so we can repurpose into different snippets to be able to show the why, how, and what, all the different components of the funnel necessary for hundreds of videos and different derivative content for Dan, landing pages, parts of a book, stuff we can run through all of this kind of massive content creation, which I thought was a great success. Very, very proud of the preparation that Will did and how everything came off. Right? Dan was great on camera. That was shot on a professional camera. What you see here right now was shot on my iPhone behind the scenes. There's, you know, behind the scenes. We're having dinner. With one of the most famous people in marketing. All these and then there's an another evening of doing all kinds of crazy stuff playing golf. Right? Let me ask, not rhetorically. But to anyone here, but probably Dan and Will will answer, what's more powerful? Something like this, where it's literally just a few seconds of behind the scenes of coaching, you know, whether an ADD or I just just didn't have was not able to pay attention anyway. Thanks. Showing the process or the video itself, where Dan is telling stories, and let's assume that video itself is expertly edited. Right? Everything's done fantastically. What carries more weight? The b roll shot on an iPhone on Dennis's shaky hands or the professionally edited video. B roll. The b roll. Why? More, relatable. I had an example of this. I did a video and We had at the end of the video, my mom and I just cracking up hysterically, like laughing until we were crying. And that video got the most views of everything and everyone was just like enjoying the laughter of the of the video. So I Yeah. I think the the the outtakes, they love the outtakes. And, you know, I think it's really it's, yeah, for Angelina said just the the the real humanity of it? Absolutely. And plus being behind the camera makes it feel like they're there with you. And when you have mistakes, a lot of people are not on camera or they don't wanna do their own podcast because they're afraid of being judged because they don't speak as clearly because they're I know have any hair. It doesn't even matter. You're worried about your hair. I'd rather have bad hair than no hair. They're worried about all of these things when really none of that matter. The imperfections are actually what caused this is so weirdly counterintuitive, but those imperfections cause people to identify with you more closely. If you're too perfect, I think Mark Lach is too perfect. It's so perfect. That you're trying to in at least people like me are trying to inspect for flaws. You don't hear ums and ahs out of him. You don't hear him falter. I do that all the time. Forget what I'm supposed to say. Right? It's actually those imperfections when it's captured in moments of co created content Like, we're co creating content right now that create the authority. That's what we're trying to do. And if you capture it on your iPhone, you have these moments, but then they need to be organized. So imagine we take this moment. Dan's telling a story. It's probably three forty four AM on June eighteenth. Yeah. One month ago, almost exactly. Right. And it's in our little video studio here in Vegas. But what kind of video are we gonna be collecting at? Three forty four in the morning? That means son's about to come up. But this is a candid moment. We have so many of these kinds of candid behind the scenes moments, and then we we film again the next morning. And here it is. The Google AI picked up the faces of Dan and Will and again on the screen too. Isn't that neat? It recognized them twice. But it didn't know that this will troop is this will troop, so it's a the AI is not quite perfect yet. But imagine the kinds of stories that you could tell from here. Right? So Dan Yulen, if you were to caption this, like, what would you say about this moment? Perfectly imperfect. You know, I was, I I was saying to you, oh, it looks so tired. And I, you know, I'm stumbling over my words, but, you know, it was fine. Yeah. It was fun. You know, bags under my eyes and I got I think that night we got, like, two hours of sleep. I think I stumbled over my words, like, four times. You know what, though? It's great because it's it you're right about Mark Black. I love Mark so much. But it's just got the perfect hair and everything is just Looks too good. He never stumbles. You know? He never stumbles. He always has panache. Look. I Mark, you're never gonna see his hair is always perfectly done. Actually, that one's not quite perfect. What is this one anyway? February second. What is was it? Hey, I'm Mark Lack, and I just wanted to film this quick video to give a shout out to Dennis You I love you, brother. I wanna thank you so much. I've done coaching and consulting with Dennis for years. It's generated me millions of dollars in sales and profit. It's been incredible, the strategies that Dennis has shared with me. Well, that's pretty good. I should probably run dollar a day against that, But you see, not this this is what you want. That's I didn't intentionally mean to play that one, but but you see, there's there's so much in terms of behind the scenes as we're doing stuff. Right? But in what's this one? Oh, he was teaching a workshop. I think I wasn't here at this one. Dennis, I'm teaching the dollar per day strategy right now to an awesome audience. Just say hi to Dennis, guys. See, Dennis? How random is that? I just saw that. He he texted that to me, like, what's this? There's this eight second crowd screaming thing. And this is when he he gave me a copy of his book This is back in two thousand and fifteen, short in the gap. Of course, I have my book now too. But literally, what I would do is take one of these moments. This is what I want you to do. This is how you'd use anyone, you know, you're like the some of the five people you spend most time with, you know, That that's really what the lighthouse strategy is, but it's amplifying it. Right? So I could take this picture or actually Is there one here Dan Ueland that you like more than these other ones? I can take any of them and tell a story behind it. You name it. Actually, I kinda like I kinda like this one because it's kind of a oh, you know what, this one, this is a good one. I like this one. Yeah. So I could take this, and I wanna literally show you how to repurpose these things. Alright. Great. Right? So I take this one with Mark Black, And, Dan Heweland, she choose any social network. It's just, and see who's building in You're you're on mute. I can't hear you. TikTok. TikTok. Okay. Well, TikTok requires a video. You wanna make a TikTok. Right now, and I'm gonna do it as a sixty second one. And I'll say This is my man, Mark Lack. And in two thousand and fifteen, he gave me a copy of his book short in the gap. And I am so proud of Mark over the years. He's implemented dollar a day. Dennis, I'm teaching the dollar per day strategies right now to an awesome audience. Just say hi to Dennis, guys. And now years later, after he's made millions of dollars, we're in our coaching group here short in the gap, personal brand accelerator, and all of these people are here because Mark Lac made an impact on them. And I'm so proud of all of you guys. I hope you can also teach your personal brand from your own example, all of our coaches, and experts and consultants here. I hope they all become the next Mark lack, just like Danny here. Meet people. Be perfectly imperfect. Be a law pro like our buddy Josh there. And make one minute videos. That I added the sound. Then I have to change the volume level. I've got two sounds, the original sound, and then the other sound, The original sound I turned all the way up, you added sound I turned down to, like, ten percent. See there? So now I've got the background sound at, like, ten percent. I say done. Now I have to add some text to the top of it, and I'll say, accelerator and all of these pieces. This is are here. Mike, wax, crazy transformation team. And I'm so proud of all of you guys. I'm line mentor. Also teach your personal brand. Okay. There it is. I put some text here, but I'm editing the text to make it beautiful. Oops. You wanna years later. Make it Appries make Look like this. See there? Tilt it a little bit to the side. Accelerator. And also, when you're doing a TikTok, when you edit this text, you can set the duration. So look, I'm coming I'm clicking on this, and I can have it last for just the first few seconds. You see the timeline here? I'm gonna have it last just for the first. Now I've got a post. And I'll say if only all if your personal brand no. Not not if. This is how. Mark Lex. This is almost on the edge of, like, infomercial promise y personal brand makes him millions. So you learn copywriting, and I don't know if I can tag him. Is he on is he on TikTok? He's going to find Mark Black. So there let's see. I think I have everything. I can add a link. I can do lead gen. They're posted it. Everyone. Is this spaghetti? Okay. Good. Now I made the post. Watch this. He chose the the more difficult one down, but that's okay. We did it anyway. So let's go to my TikTok. And this is the one we just made. As you can see, nobody has seen it yet, the stats on it show nothing. And now I'm gonna take this and I'm gonna boost it when you apply a dollar a day. Right? Okay. I'm taking I can I'm on TikTok on mobile, and I'm clicking on that post. I'm clicking on the triple dots. I'm hitting the promote button down here. You see that with the one, the the flame, the promote at the bottom center, it promotes, and I'm gonna spend couple bucks. It's on my TikTok. It just takes a second to show. And we're gonna spend just a couple bucks on it promoted. And I'm not doing any kind of targeting. Now here here's my chance to boost it. Right? I'm taking this post. I could boost anyone's post. If they give me the access code, I could if someone talks about me, I can boost their post. Okay. And now it's saying it's estimating. I'm gonna reach sixteen hundred to five thousand people. I'll just put it at five bucks a day and I'll let it run for two days. So five times two is ten dollars, and I'm not doing any targeting. Now I can change my objective to choose website visits. So let's just say, yeah, maybe I do wanna maybe I do wanna promote my personal brand package. Blitzmetrics dot com slash e p b, which is express personal brand. Do all you guys have URLs the things that you sell where people can automatically pay, you should do that. Cause you'd be surprised how many people will just go ahead and buy the thing for you. Okay. So there so I'm promoting this URL. The button is learn more, and hit save. Now I have boosted it. There it is. Okay. Good. So I've just boosted this post. See? There it is. Ten dollars. I've boosted this post. It's under review, so it may take twenty minutes, maybe an hour or two. But now I boosted this post. Proud a moment. And what'll happen is that TikTok is gonna find other people that are just like that. So when you make random videos, some of them Like, this one. This one literally is just me. I'm paying fifty seven dollars an hour right now. What's a pilot thing. Right? My buddy take takes me out to to eat whatever, Thai food or something. And he's a pilot for a legion. And he said, you know, I only make money when the doors close. And when there's a delay, I don't make any money. Did you know Like, no. That's that's crazy. Really? Like, yeah. When we're when there's a flight delay or whatever, like, we're we're mad just like you because we're not getting paid. Like, really? So he he explained this in this video in this thirty one second video that got two hundred thousand views as you can see. Two more hours straight. That's nine hundred. Let me go back to this. Alex. How much does a pilot get paid? See that he answers questions. Fifty seven dollars an hour right now. It's only one of the door close. When we're sitting there waiting to take their seats. Yep. See, Nick. And we're getting this girl. Oh, Yeah. How much does that make for you? Now look at this. If we look at the analytics on this post so I would say starting. Post, I gotta pause this look at the analytics on this post. Two hundred thousand views, sixteen thousand likes was supposed to ten percent. We're looking for ten percent for dollar a day. But look at this. This video is thirty one seconds, and the average watch time is seventeen seconds. That is nothing. Right? Same thing for YouTube. You can get People to watch more than half on average, thirty one percent watch the whole video. Most people don't even get a fraction of that. Right? Look at all these people that are coming by. They're high fiving us here. Say hi to everybody here. Watch all these people that wanna come say hi. What TikTok has done is they found so it's not because the video is necessarily more engaging, is TikTok found people that would want to engage with the topic here. Now all I did in the text was I put that that big text that says, what does a pilot make? So if we look at the comments Look at these comments. These are pilots, a three twenty. You know, hey, you American Airlines pays better or, you know, the legion sucks or this I fly this other airplane or, you know, the these are, you know, I'm going into college to major in aviation. Did you see, like, how well targeted this is? Do you not get over that? Pilots is pilots that pilots that like, most of these are A three twenty is my favorite. This guy's probably a pilot. Right? Home time. The home the only people who talk about that is actual pilots because they worry about their schedule. Right? Nice. So look at this. American wide body first officers make three hundred k a year. I fly private. So this one here, first officer, American wide body, all that happened was I made this one video interviewing my friend, who's a pilot, He's not wearing any pilot gear. He's not in an airplane. And, literally, we're just talking about what a pilot makes. And what TikTok did, was because of the nature of the comments and because it does facial recognition and whatnot, not because of the text here. YouTube and all these guys only look at the text. It found other people that it thought would be interested in this content. So the content that we just made featuring Mark Black, what I did was just to recap, I took a moment anywhere, it could be a picture, it could be a video, and I just talked about it. So you can use a lighthouse retroactively. You can take any content that you make, and you're you're not using it to try to talk about yourself. You're highlighting them and their success. Right? And I said Mark Lach is super successful. I'm so proud of him. But if people dig a little deeper, they're gonna see that Mark Lach has talked about the dollar day strategy for years and years. Right? So I'm letting Mark do the work for me. And now that I boosted this for ten dollars, it recognizes who Mark lack is. And we're gonna start to see more people, like, a hundred people have already seen it. One like in common. Okay. Let's see what happened here. There are some comments here. Who commented on this? Oh, Bali did. Nice. Isn't this so meta? It's meta about meta. This is my man This is great. Yeah. You guys all are on camera. That's awesome. And that that means now TikTok has you on camera because at this moment here, TikTok is garbled. And in two thousand and fifteen, he Oh, like, our buddy Josh there here. I hope they all become Yeah. See? TikTok is now gonna recognize all the people who are here showing their faces. Is that, like, weird or creepy? Or Yeah. It's absolutely awesome. Yeah. So we've been pre hey, Luke. We're producing a ton of content here. Processing it. So you have a VA use d script or whatnot. Public it. So a lot of people, the content is stuck here. This is called constipation. It has to get processed so they can it can live in these other places. So what Wiltroop is doing is handling mainly stages two, three, and four. For Dan Yulin. And then the boosting, the dollar day. And what the rep stack folks were showing is that their SEO went from nothing to ranking on lots of keywords that they wanted to rank on because they took their video content, their social content, and they posted these as blog posts, and they posted these as YouTube. And, and because they also did it as social, that social signal Help their SEO because it drive more traffic to the site, and Google takes into account how much traffic you get on the site and the engagement. As well. So using dollar a day on social is actually an SEO strategy. Isn't that mean? So the the beauty of the lighthouse is the lighthouse is the anchor of your values of your content, of your brand. So think about it this way. Most people, they have a network. People that they've taken a picture with. Right? Gary Vaynerchuk, Jake Paul, whoever it is. But what I want you to do If you have not done already, is organize your content around topics that you care about. What are you an expert in? So Dan Yulin, what are you an expert in? We'll just put together a basic topic wheel. Who are the other people? It could be these clients. It doesn't have to be clients. It could be other people in the industry. It could be competitors even. There's no real competitor once you understand what this is all about. There's no such thing as a competitor. And then you have content that aligns with your topics. So whether you go from the topic to the people, if you're an introvert, then you think about topics and then you go to people. If you're an extrovert, think about people and you go to topics. So you can go outside in, inside out. And when you have these other people that you know well, they're lighthouses for you. The best lighthouse is a client, but anybody can be a lighthouse. Right? I'll be a lighthouse for anyone here as long as we have some kind of story to share together. Right? Otherwise, it's just like a fake testimony. You want something you actually some shared experience that you can talk about that embraces a certain value that you have. Right? So the lighthouse strategies, nothing more than word-of-mouth, word-of-mouth, and PR and SEO on social media are all actually the same thing. Everything we're talking about here is the same thing, but the lighthouse is a concentration approach. It takes the the best moments that you have. Like these best moments here, and it helps other people. It it it does the work for you. So these these ones out here are my greatest hits. So we're doing a lot of stuff with real estate. So Will Truth is probably doing some stuff with real estate. Right? The lighthouse strategy is when Actually, who wants to recap what the lighthouse strategy is? Just kind of a c. Is this making sense? Is the Valley wants to recap? Oh, hi. Hi, Dennis. There you go. Dennis I love what you do, by the way. I've been following you, and and you certainly shine the light on a lot of people. And I've been going over HubSpot. Academy, and you keep popping up. And each time you put a massive big smile on my face, so thank you. Thank you, Alec. Helpspot's been very good to me. If you haven't caught on, this should be blatantly obvious. Your growth and selling programs and coaching and whatnot is directly proportional to how much you elevate other people. Because people don't wanna buy from somebody who's desperate. People don't wanna buy from someone who, like, they they really need that money to be able to pay their rent. Or whatnot. Right? It's just it's like this reverse psychology. So if you spend the the more time you spend elevating other I know it's totally counterintuitive. But the more time you spend elevating other people, tell me is this not true? The more business you generate, and the more attractive you appear. Because other people wanna spend time with you, the more other people wanna spend time with you. It's like the kid with the playing with the toy, and now now the the other kid wants to play with the toy because the other kid has the toy. Absolutely works. Right? I'm not saying fake it on social media. I'm not saying use fake PR. I'm not saying do any of these kinds of, like, What's it called, I mean, like, the playing hard to get? I'm not saying any of that. I I'm I'm saying the exact opposite, which is spend your time elevating that the more just find a way, can we make this really practical? Can can we agree that saying thank you three times a day literally takes three minutes in total. Write a post honoring someone's success. So somebody just had a baby. Somebody, you know, just celebrated running their first Ironman. Somebody just you know, did something, just share that on whatever your social media is, and and elevate them. Right? Can you do that? Okay. Who wants who's this? Like, what do you guys think about this lighthouse strategy? Does it make sense? Do you think you can implement it? Oh, Kim wrote a recap. Yeah. That's right on. Yeah. It's it's literally just build in public. Show what you do. Right? So so Danny's doing work. For Ken, who's Portland Pest Control. Right? It's Portland Pest Control company documenting how he's doing everything. Will and and Dan are documenting everything along the way. Yeah. This so David asked what's the this is called the seven figure agency mastermind or intensive. It's in Miami. It's three times a year. Yeah. If you run a digital agency, this is probably the best place to be. Yeah. Kim says implement straight away. Okay. Good. Hey, Dennis. Yep. I wonder if you can speak to, how that that wonderful video you you had in the golf cart the other day about active listening plays into the questions that you ask. That you ask your clients, and how that plays into creating content for the lighthouse strategy? That is a complex question. So first off, Dan was talking about active listening. And by the way, the way we find things, people will will ask for something. And then what I'll do is I literally search for it on Google. That's how I find it. Like, people people ask me, you know, how do I find this one thing? And then I'll Google like, you would not believe how many times I Googled into the people. It's insane. I know it sounds ridiculous, but, like, because they just haven't tried googling it? Yeah. They aren't doing it. I mean, here it is. There's different ways. Active listening is reflecting that when someone is talking to you. Right? Instead of just talking. Most people are talking without listening. And then things like role playing on how to do that. But if we look inside our main group for Pakistanis. We have forty thousand people here, and there's a post here No. You can even do search. Most people don't even know that you can do search active listening. And there's a post here in active listening. Here it is. So thirty nine hundred people have seen it. And here, I'm explaining what activists can tell you about. The reason you're watching this video is because I want you to develop soft skills and active listening. So may you may have heard of active listening, but let me tell you about what it is and why people have a problem when it comes to this and how you overcome it. Okay? So when you're doing digital marketing, it happens to all of us. You make a mistake. The client's unhappy. The ad doesn't work. We're late on something. There's some kind of problem. And maybe someone else's fault. Maybe your grandfather died. Maybe you were sick. Maybe the internet was out. Maybe You know, someone didn't do their thing. But when there's a problem and the client or another team member comes to you and says, Hey, we have this problem. You wanna practice active listening. And active listening is this. When someone says something to you, instead of saying, I understand. You say, okay. Marple, what I hear you saying is that you're not happy because the report's been coming late. Is that right? And so that gives Marco a chance to be able to say, yes, that's correct. It's a way to confirm the understanding. You're repeating it back in your words. So the number one way to determine when someone is not doing active listening is when they reply back and say, yes, I understand. Then that's just merely affirming that they get it without actually showing that they understand. So showing you understand is like, okay. What I hear you saying is that you're not happy because the campaigns we ran, the cost practice acquisition was too high. Or you're not happy because you didn't like the creative for the website that we did. Or the problem is that we have not been doing MAA properly or this Like, just let me make see what it is is we're we're asking acknowledgement. Right? Active Listing requires empathy. Empathy requires a certain level, vulnerability because you have to because most people, they're so busy talking. They're not listening. They're they're trying to respond Right? And instead of, like, okay. Let me so, David, let me make sure I understand just let me just reflect it back to you. That this is what I hear you saying. Is this correct? I'm not admitting to the problem necessary. I'm not even saying, like, we could disagree, but I'll say, you know, David Hamlin, what I hear you saying is this. That about right? And David can say, yeah. That that's right. That's what I'm trying to say. Okay. So now we've established that we're on the same page, and now I can give my point of view. But if I don't do active listening first and I just retort and I'm like, yeah, but this, and I make defensive excuses and all these things, it's not gonna work. Right? So active listening, I think, is critical in every aspect of communication, especially sales. Probably the biggest mistake I see, and people who don't make any money is because they're so busy promoting just their own product without you gotta relate to them, you gotta meet people where they are. Like, literally, if you go to my, LinkedIn, let's just go to my LinkedIn, for example. Okay? Or Twitter or whatever it is. Like, look at how many people are are just messaging me on just random stuff. Right? Actually, this guy is working. I I deleted all these other ones here, but there's so many of of them that are here that just hit me up, and they'll say, hey. I'm gonna Can we get on a call? I'm gonna sell you on this random thing. Here's these other things I'm trying to sell you on. Oh, yeah. I like this. This is a great example. Okay? I know I'm, like, flaming someone by putting them on the spot. You can see, like, this this person is pretending to be a client. Alright. This is the latest strategy of spam. Don't do this. Hey. Could you tell me about all the programs that you have and success stories and all this? So this is a clear come on. Just like, hey. I might be a potential client. Spend some time with me. Right? This is how they get past these gatekeepers, whatever. I'm like, yep. Here it is. Here's our dollar a program. All looks great. How are you producing your short form videos. Like, okay. Now I don't know where we're going on this. Right? Oh, wow. That's good. But we create short form videos. Yeah? Know, I just need to know my way I can help you. We should hop on a call. I'm like, what? You reached out to me. Yeah. But based on this, I saw you don't have any short form video content, meaning you're missing out on a time attention. Does that make sense? Yeah. I how about your profile, bro? Let's take a look at your profile. I ain't shit here. Okay, there's none going on here. Oh, there's a Calendly link. There's nothing going on on your profile, bro. So, what's up with that pot calling the kettle blade? You know, they come on. Our clients use the show video showing how to do it. Like, you've not even Google me. Right? But there's so many of these that that are doing the same kind of thing when they hit me up. Actually, I deleted all these other ones, but you'll you'll see I can go to any social. I can go to any of these. You're trying to sell me? These people are they all reached out to me. Yeah. Just wondering if you're, you know, interested in this. Sure. You know, blah blah blah blah blah blah blah blah blah. I'm creating this thing lifetime access. Regular five ninety nine, you could have it for ninety nine. Let me know. By the way, the so many people do this that I literally have keyboard shortcuts. I'm gonna give you a piece of value. This is this is something that's gonna save you an hour every day. Okay. You ready? Watch this. DSE. Boom. Love to cold outreach, you know, consider personalizing whatever it is. Here's how to get more responses. Right? And reply. Now the way you do that, is it's under your settings and under the keyboard, you have the keyboard shortcuts, text replacements. Okay? So here, most people didn't even know there's all these crazy things that are built into Apple. Okay? Those things. So here, credit card number, I should probably hide that one. But, you know, here, three mistakes, apply job, book pH, kid. Like, these are all canned things that I will say all the time. People wanna join office hours. They join off. So if you type in any of these things, Like, I could literally type in here to, you know, whatever. Let's see. I made a new post. And for some dumb reason, I wanted to, like, share my address. Like, there it is. Right? Or I could say, you should join our coaching group. Join office There it is. Right? So I have everything, like, URLs too. All of this stuff is keyboard shortcuts. So think about the most common things that you say And then you can just say that you wanna grow your agency now. I'll just say, like, this is each of these is a shortcut for these long things that I just never need to ever repeat again. Isn't that cool? And I can do it on my phone too because, you know, the way Apple is that they get you in where, like, your phone is tied to your laptop. It's tied to the whole thing. Right? You're all, like, logged in together on all of them. So wherever I go, I do this in email, I do it in text. I do it everywhere. I use these shortcuts. Right? Even if EML is a way to shortcut typing my email, I'm just literally saving another two seconds. Right? I could literally I mean, not that I would do this, but I could say my email is EML. Boom. Right? My credit card number, oops, I'm not gonna do it right. Literally, I'm using shortcuts. Know that has nothing to do with today's topic, but hopefully you found it. But there's so many people that you say the same things to over and over again. You wanna say, for example, I like to say thank you a lot. Right? You should always say thank you. So t y. Thank you very much. Right? Now I didn't have to type in the whole thing or let me know what you think. L m Oh, yeah. I guess it's the most popular ones. I I love to do so people will will just send stuff an email instead of using basecamp, our project management system. So I'll do l I h. Let's iterate here in base camp since email gets lost in a hurry. Please include the base camp Bureau here so we can safely close this email. Right? I I say this every day probably five times. So I just type in l I h Do do you have things that that you just say all the time that you just you don't have to keep saying all the time? I don't know. By the way, the AI can do it better. I kid you not. The l oops. I don't wanna leave the meeting. The AI Like, this is this is like a flex. Okay? So if I go to oops. If I just come over here to chat EPT, Every time you're on a new computer, you gotta, like, re log in. And I'll say, I'm Dennis You and I want to interview Mark Lach on how to grow a personal brand. What questions would I ask him? Should I ask him? And it'll answer, but I could say, you know, what are five highlights of Mark lacks career. I think it knows Mark lacked pretty well. Should know Mark Black well enough to be able to answer this. Alright. You can stop now. I can interrupt. See it knows all this stuff a lot more glass. Right? And knows stuff what to Mark Black, and I have in common. Oh, you see. It's, yeah, you see that the the church lady thing. I got I've got to shortcut the thing to be able to get back. I forgot the phrase I have to use to shortcut the thing to hack the system, so it doesn't do this because it it it used to give an answer here, but because of the privacy thing. Say your, Dennis You? Yeah. I'm I'm Dennis You. Yeah. But it might not know if I'm actually Dennis You or not. Like, whatever. Right? You guys might ask, you know, have a ask a question. So, you know, you're Dennis. You And who's got a situation or or a question or whatever it is. Right? And I'm Danny. Don't know who you are. Yes. Going to Seattle, flying Seattle tomorrow to meet Ed Rush who is running the god hawks. Seminar. What questions should I ask myself to prepare? Okay. What new magic does Dennis have? What new magic does Dennis have? Hey, Avi. We we are doing a live mass of mine right now doing a little check ept. Yeah. I was I knew it has to be something with check ept. You always up on new stuff. Right? Yeah. Tell everyone here in our personal branding accelerator, who's Avi and what is Invisible PPC? Is this is, live video? Yeah. Yeah. I got everything here. Hi, guys. Invisible PPC, white label agency. We do Google Ads and Facebook Ads for other agencies, who need help with that. That's that's what we do. Yeah. Awesome. Alright. And it's good to connect here in Miami. Yes. Yeah. I mean, I mean, I I have not been to any conference where Dennis is not already there. Is that good or bad? I don't know. Alright. But, anyway, you, like, you could I could ask CHPT to respond as me, and it'll perhaps give a better answer. Even though I think I'm more clever, but you know, that the AI knows better than me, who am I to fold. It has it knows everything I've pretty much ever said publicly, at least. And you can feed it in all the things that through the API. You can feed in your your videos and your knowledge and your PDFs and training manuals and Zoom calls and all that now. They just made an update a couple weeks ago. You can do that kind of stuff. Alright. We've been at this for about an hour and a half. I appreciate you guys so much. Maybe if you have a couple questions, take time for a question or two, and then we're gonna wrap the dinner. Would you call a lighthouse like a testimonial? Or would would they be different a little bit? Oh, they're not the same thing. Who wants to answer that question? That is a good question, Angelina. Who wants to answer the question, how is a lighthouse and a testimonial not the same thing? Wanna take that? Sure. Alright. Of lighthouse is almost like a lifelong testimonial, you know, a a testimonial is is just a one time thing. But when you have a lighthouse, they are there, endorsing you and saying good things about you, for years to come. So it is much more powerful than a testimonial, and it feels much more real. Like, when you just go to someone and ask for a testimonial, it's like, Yeah. Okay. Maybe they said some good things. But a lighthouse is saying good things without you even having to ask. So a lighthouse is infinitely more powerful and feels more real because it is real. Yeah. A hooker to a wife is like a testimonial is to a lighthouse. Exactly. Because it's very clear, a testimonial A testimonial is about promoting that other company. It doesn't have value to the viewer. Right? So when we watch a, you know, a favorite show or whatever. It's it's value to us. It's entertainment. It's and so when someone's a lighthouse is sharing they're doing something. The value is to the reader. It's not to promote the other company. Right? There are some aspects that are testimonial like because there's a positive mention. And people will say good things about you. But just because someone's saying something good about you doesn't make it a testimonial. I do not like the word testimonial. I think testimonials like a bad word. It's almost like a four letter word because when you see a wall of testimonials, Most people think that's a good thing. Right? I mean, what do you wanna have on a web page? Like, here's a list of all these twenty people who've all said amazing things, especially on video, which is more realistic. Yeah. All else equal better than nothing, but there's nothing more powerful than co created content where you're elevating that other person and you're taking advantage of that psychology because you're telling that other person, yes, I'm someone who's trustworthy because of what they have to say and they're not clearly being coerced to say these things. Like, these people that are walking by, I'm not coercing them to say good things about me. I'm asking them about what they do, and then they throw in that extra bit, which people know is is impromptu and it's spontaneous. Right? Super powerful. So people ask me, how do I have? I have hundreds of these LinkedIn recommendations. I have hundreds of reviews, hundreds of testimos, hundreds, like, thousands of people that have on video that have talked about dollar a day and one minute video and this kind of stuff. And you know why? It's because I'm elevating them. See, Amy smiling because she knows that this is true. Right? So do you guys literally see the secret? It's as easy as literally just elevating other people that are in your life. Every day, can you spend three minutes? Only takes a minute. If you're really fast, it can take fifteen seconds. Right? Three minutes. Three minutes a day can change your life. Yeah? It's so cool. It was so organic. It was just natural. And so powerful. So so, Angelina, do you think you could spend three minutes a day doing this? And do you believe it will grow your business? Yes. How about everyone else here? Does everyone else believe this? Yeah. Like, the guy who runs the conference right now is Josh Nelson. He's the one right here. Hey, Josh Nelson. Come say hi to everybody on the mastermind. This is this is our personal brand accelerator. We told everyone about how amazing you are regarding this conference. Great to see you guys. You're in good company with with Dennis. You guys are talking about how to build your brands. Yeah. Tell everyone how you've grown this conference. You moved to a new place and how it's you're a lighthouse that our topic today's lighthouses, which is an example that when you growing an agency set the example for all the other agencies to follow. That creates huge credibility. So, I mean, the way we we grew it was just little by little. Right? We started with the course and started figuring out where the challenges were, where the issues were, solving solving problems giving more more valuable information. And, you know, it's grown from a little hotel in my own actually, it's grown. It's grown from a conference room. Being like six guys getting together to we went to a little hotel, to an hour where we got two hundred and fifty people in the room and, just having a great time. Yeah. Massive props. And if you're thinking about growing a digital agency, there is no better place than here at Josh Nelson. I'm not being paid to say this. I go to a lot of conferences There is no one who has a better structured program and other people that truly genuinely wanna help other people than Josh Nelson. Thanks, man. Yeah. Appreciate you so much, man. I know you're busy. Thank you. Yeah. Nice. You're in good company. Good work being on here late at night, learning, plugging in. Keep crushing it. Thanks guys. Yeah. Thank you. Yeah. And Lynn asking too, who's one of the key coaches, come say hi. Come come say hi to our personal brand accelerate. All these guys are experts monetizing their expertise. They do a lot of coaching. Beautiful. Beautiful. Hello. Everyone's so great to see all of you. And you're you're teaching on EOS. Tomorrow. Yes. I am, I'm doing a session tomorrow on EOS, which is an entrepreneurial operating system. I'm, I'm doing a presentation tomorrow on that. Yeah. And you've grown multiple seven figure agencies? Yes. We we have. And, I don't know. It's pretty exciting to to be here. Yeah. And he's very, very humble. So you should follow Lynn asking, a s k I n. Alright. Just wanna say hi. Yeah. Thanks again. Appreciate you. See? So you you build relationships in public with co created content. Okay. Now you see that that wasn't a testimonial. None none of those were testimonials. Those those are all based on edifying. When you edify other people, they now notice, I didn't I didn't ask Josh Nelson to say anything. About me. I was talking about I honestly appreciate Josh Nelson's sake. And then he turned around and said all those things. Right? It's also the law of reciprocation, like -- Yeah. -- because you're giving so much to these people. They just feel so inclined to get back. You you guys see how that is? You you see that reciprocity, that whole bounce back. So the more you edify other people, the more it's gonna come back at